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All Journal Jurnal Minds: Manajemen Ide dan Inspirasi The International Journal of Accounting and Business Society Jurnal Manajemen. MIX : Jurnal Ilmiah Manajemen PROSIDING SEMINAR NASIONAL CENDEKIAWAN Li Falah: Jurnal Studi Ekonomi dan Bisnis Islam Jurnal Pengabdian Masyarakat AbdiMas JURNAL PENDIDIKAN TAMBUSAI Jurnal Manajemen BUDGETING : Journal of Business, Management and Accounting Jurnal Pengabdian kepada Masyarakat Nusantara Journal of Economics and Business UBS Action Research Literate (ARL) eMBeJi : Manajemen dan Bisnis Jurnal Golden Ratio of Mapping Idea and Literature Format Jurnal Ilmiah Manajemen, Ekonomi dan Akuntansi Jurnal Manajemen dan Perbankan (JUMPA) Jurnal Ekonomi Trisakti Jurnal Pengabdian Masyarakat Bestari (JPMB) Journal of Social And Economics Research Business and Entrepreneurial Review Jurnal Manajemen dan Pemasaran Jasa Media Riset Bisnis & Manajemen Jurnal ekonomi Manajemen dan Bisnis (JUBIS) Golden Ratio of Data in Summary Pena Dimas: Jurnal Pengabdian Masyarakat Jurnal Ilmiah Dan Karya Mahasiswa EBID:Ekonomi Bisnis Digital Advances in Management & Financial Reporting journal of social and economic research
Fatik Rahayu
Unknown Affiliation
Religion Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Mathematics Public Health Social Sciences

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ANALYZING CONSUMER BEHAVIOR AND MARKETING STRATEGIES FOR GREEN SKINCARE BRANDS IN INDONESIA Maria Christina; Aurelia Lalita Kirana Jayananda; Raymond Raymond Siregar; Fatik Rahayu
Journal of Social and Economics Research Vol 6 No 1 (2024): JSER, June 2024
Publisher : Ikatan Dosen Menulis

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54783/jser.v6i1.448

Abstract

This study examines the impact of brand image and product risk attributes on consumer evaluations of skincare products. The analysis results indicate that the attribute that is the longest and closest to the x-axis is the brand image attribute, thus brand image is referred to as the x-axis. Meanwhile, the attribute that is the longest and closest to the y-axis is the product risk attribute, thus product risk is referred to as the y-axis. Among the six skincare products analyzed, The Body Shop deserves to be said as the market leader because it excels in two main dimensions and is located in the first quadrant (Positive X and Positive Y).
Perubahan Persepsi Produk dan Merek melalui Konsumerisme Hijau di Indonesia Balya, Sabrinadiza; Rahayu, Fatik; Ganawati, R. Ay.
Manajemen & Bisnis Jurnal Vol 10 No 1 (2024): Vol 10 No 1 (2024)
Publisher : Magister Manajemen Universitas Wisnuwardhana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37303/embeji.v10i1.195

Abstract

Abstrak. Penelitian dilakukan untuk memahami perilaku konsumen terkait nilai konsumsi hijau yang dianut dalam membentuk persepsi keberlanjutan produk dan merek. Data primer dikumpulkan melalui kuesioner yang kemudian diolah dengan metode SEM, sebelum uji hipotesis dilakukan. Hasil menunjukan bahwa terdapat pengaruh positif Consumer Green Value (CGV) terhadap Product Sustainability Perception (PSP), Product Sustainability Perception (PSP) terhadap Brand Sustainability Perception (BSP), dan dampak tidak langsung CGV terhadap BSP melalui PSP. Dari kesimpulan tersebut, manajer dapat meningkatkan persepsi konsumen melalui green marketing, green supply chain, dan inovasi kemasan eco-friendly. Abstract. The research was conducted to understand consumer behavior related to the adoption of green consumption values in shaping perceptions of product and brand sustainability. Primary data were collected through a questionnaire, which was then processed using Structural Equation Modeling (SEM) before hypothesis testing was conducted. The results indicate a positive influence of Consumer Green Value (CGV) on Product Sustainability Perception (PSP), Product Sustainability Perception (PSP) on Brand Sustainability Perception (BSP), and an indirect impact of CGV on BSP through PSP. Based on these conclusions; managers can enhance consumer perceptions through green marketing, green supply chain practices, and innovations in eco-friendly packaging.
Modelling the Intention and Adoption of Cashless Payment Methods Among the Young Adults in Indonesia Sutrisna, Ramadhina Putri; Lokeswara, Ken Mithya; Melly, Melly; Rahayu, Fatik
Manajemen & Bisnis Jurnal Vol 10 No 1 (2024): Vol 10 No 1 (2024)
Publisher : Magister Manajemen Universitas Wisnuwardhana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37303/embeji.v10i1.206

Abstract

Cashless payment is gradually replacing physical currency in almost every financial transaction across the world. Even though cashless payment methods have been available in Malaysia since a decade ago, their usage has remained relatively low in comparison to other countries. This study aims to analyse the elements that affect the Malaysian youth’s adoption intention and actual use of cashless payment by extending the unified theory of acceptance and use of technology (UTAUT) model with two key factors (perceived security [PS] and lifestyle compatibility [LC]). The sampling technique used was purposive sampling. Data were analyzed using the Structural Equation Model (SEM) method. The results of this research are: (1) Effort expectancy have a positive effect on intention to use cashless payment, (2) Social influence has a positive effect on intention to use cashless payment, (3) Performance expectancy has a positive effect on intention to use cashless payment, (4) Lifestyle compatibility has a positive effect on intention to use cashless payment, (5) Intention to use cashless payment has a positive effect on adoption of cashless payment. The conclusion of this research is that the antecedents of intention to use cashless payment are effort expectancy, social influence, performance expectancy, and lifestyle compatibility. Meanwhile, the consequence of the intention to use cashless payment is the adoption of cashless payment.
KONSEKUENSI DARI GREEN LIFESTYLE, PRODUCT KNOWLEDGE, DAN COMMUNITY Pramesti, Prita; Cahyaningrum, Yaneva Anindita Dwi; Rahayu, Fatik
Jurnal Ekonomi Trisakti Vol. 2 No. 2 (2022): Oktober
Publisher : Lembaga Penerbit Fakultas EKonomi dan Bisnis 

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25105/jet.v2i2.14303

Abstract

Tujuan penelitian ini adalah menganalisis peran gaya hidup hijau, pengetahuan produk, dan komunitas dalam meningkatkan niat beli hijau. Prosedur pengambilan sampel diaplikasikan dengan teknik purposive sampling yang diberikan kepada 200 responden yang pernah membeli produk hijau selama 6 bulan terakhir. Data dianalisis menggunakan metode Structural Equation Model (SEM) melalui program AMOS. Hasil dari penelitian ini menunjukan bahwa green lifestyle, product knowledge, dan community berpengaruh secara positif terhadap green purchase intention.
THE INFLUENCE OF ANTECEDENTS OF BRAND EQUITY ON THE FAST FOOD INDUSTRY. Wulandari, Afifah; Rahayu, Fatik
Jurnal Ekonomi Trisakti Vol. 3 No. 2 (2023): Oktober
Publisher : Lembaga Penerbit Fakultas EKonomi dan Bisnis 

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25105/jet.v3i2.15166

Abstract

This study aims to analyze the effect of Brand Awareness, Perceived Quality and Brand Association on Brand Equity in the Fast Food Industry. The method used is non-probability sampling using purposive sampling technique. Sampling was done by distributing questionnaires to 200 respondents. Respondents in this study are consumers who use beauty products and active social media users. Hypothesis testing was carried out using the Structural Equiation Model (SEM) with the help of AMOS24. The results showed that Brand Awareness, Perceived Quality and Brand Association had a positive effect on Brand Equity.
ANTESEDEN DAN KONSEKUENSI BRAND IMAGE Khusosi, Akhmad; Fatik Rahayu
Jurnal Ekonomi Trisakti Vol. 4 No. 1 (2024): April
Publisher : Lembaga Penerbit Fakultas EKonomi dan Bisnis 

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25105/jet.v4i1.19387

Abstract

Tujuan penelitian ini untuk analisa Service Quality, Brand Image, Customer Satisfaction, dan Customer Loyalty. Dalam penelitian menggunakan sampel berjumlah 200 responden dengan karakteristik yang pernah mengunjungi supermartket Lotte Mart. Teknik pengambilan sampel yang digunakan yaitu Purposive sampling. Analisis data menggunakan metode SEM dengan alat SPSS dan AMOS. Hasil menunjukkan bahwa 1. Service Quality mempengaruhi positif terhadap Brand Image 2. Service Quality tidak mempengaruh terhadap Customer Satisfaction 3. Service Quality tidak mempengaruhi positif terhadap Customer Loyalty 4. Brand Image mempengaruhi positif terhadap Customer Satisfaction 5. Brand Image tidak mempengaruh positif terhadap Customer Loyalty 6. Customer Satisfaction mempengaruh positif terhadap Customer Loyalty.  Hasil penelitian ini dapat bermanfaat bagi pengelola supermarket Lotte Mart untuk merancang strategi promosi yang tepat.
Konsekuensi Aktivitas Pemasaran terhadap Brand Love dalam Industri Kopi melalui Brand Equity di Instagram Pada Kopi Janji Jiwa Rahayu, Fatik; Aulia Januar, Isa; Ary Al Razak, Muhammad
Journal of Economics and Business UBS Vol. 13 No. 5 (2024): Journal of Economics and Business UBS
Publisher : Cv. Syntax Corporation Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52644/joeb.v13i5.2493

Abstract

Perkembangan teknologi dan penggunaan internet memberikan kemajuan diseluruh aspek dalam kehidupan tidak terkecuali aspek pemasaran. Kehadiran sosial media memberikan peluang bagi perusahaan untuk memaksimalkan aktivitas pemasaran dalam meningkatkan brand equity dan meningkatkan brand love di hati konsumen. Penelitian ini bertujuan untuk mengetahui dampak Instagram marketing dalam menciptakan ekuitas merek di benak konsumen serta dampaknya kepada brand love. Penelitian model kuantitatif ini dilakukan dengan menggunakan 206 responden sebagai sampel dengan populasi yang merupakan konsumen Kopi Janji Jiwa. Metode structural equation modeling (SEM) dikembangkan untuk menguji hipotesis penelitian yang diolah menggunakan AMOS. Hail pengujian mengungkapkan bahwa aktivitas pemasaran Instagram memberikan pengaruh positif terhadap masing-masing indikator brand equity serta memberikan dampak pada brand loves
Augmented Reality (AR) Marketing and Consumer Response: A Study in the Retail Industry in Indonesia Arnold, Miracle; Rahayu, Fatik
Advances in Management & Financial Reporting Vol. 4 No. 1 (2026): October - January
Publisher : Yayasan Pendidikan Bukhari Dwi Muslim

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.60079/amfr.v4i1.676

Abstract

Purpose: This study analyzes the effect of Augmented Reality (AR) stimuli, consisting of vividness, augmentation, product informativeness, and personalized recommendations, on consumers' internal responses (enjoyment, immersion, perceived usefulness, and choice confidence) and their impact on purchase intention in the context of e-commerce in Indonesia. Research design and methodology: The study used a quantitative approach with Structural Equation Modeling (SEM). Data were collected via an online survey of 228 e-commerce users in Indonesia who had used AR features, enabling comprehensive testing of causal relationships among constructs. Findings and discussion: The results show that vividness and augmentation increase enjoyment, while augmentation also strengthens immersion and choice confidence. Personalized recommendations positively affect perceived usefulness. Conversely, product informativeness tends not to support the strengthening of internal responses and, in some relationships, shows a negative direction. The findings confirm that perceived usefulness and immersion are the main determinants of purchase intention, so that cognitive mechanisms and immersive experiences are more crucial than affective responses alone. Implications: Theoretically, this study reinforces the Stimulus–Organism–Response (SOR) model in AR marketing. In practice, companies need to prioritize strengthening augmentation and personalization, and curating product information to reduce cognitive load and optimize purchase intent.
Co-Authors Adelia Widiyawati Adelina, Gloria Bunyamin Adhilla, Siti Adhiyanto, Moch Ananda Adiati Hardjanti Adli, M Qodhil Adna, Alfira Affandi, Muhammad Aflah Harits adzaldi Aisha, Sabina Keyla Akhmad, Nafila Nuraini Al-Aziz, Anugrah Dheza Alifa, Tasya Ananda, Mochammad Andriani, Nabila Anwarsyah, Difi Apriliana, Karin Aprillya, Tasya Arnold, Miracle Ary Al Razak, Muhammad Aseanty, Deasy Asep Hermawan Aulia Januar, Isa Aulia, Naila Aurelia Lalita Kirana Jayananda Ayu Aulia Oktaviani Ayu Ekasari Azra Zinedine Rahman Balya, Sabrinadiza Bangun, Cicilia Barkah, Muhamad Yusuf Bhatara Febryanto Cahyadi, Nicolas Jason Cahyaningrum, Yaneva Anindita Dwi Citra Adinda, Citra Daris, Muslim E, Muhammad Yusuf Ash Sidiq Etty Murwaningsari Fadhel Audia Yusran Farida, Vinaliani Fauzi, Lux Firdaus Ganawati, R. Ay. Gatri Lunarindiah Gunarto Gunarto Harahap, Wafa Azzahra Hassya Hidayat, Darra Pradita Hisyam, Jasheer Muhamad Indriasto, Karenindya Puspitasari Jamaludin, Rian Maulana Jaya, Michelle Ester Arinda khusosi, Akhmad Kurnia, Citra Adinda Putri Lim, Wendra Lina Lina Lisanti, Prameshwari Dinda Lokeswara, Ken Mithya Luki Adiati Pratomo Lutfi, Muhamad Yudhi Maharani, Rivana Syahira Maria Christina Matthew, Justin Melly, Melly MIFTAHUL JANNAH Muhammad Izzudin Zaki Muhammad, Rafi Thufail Murtanto Murtanto N, Kintania Nadhirah Novita Novita Nuraeni, Mufhny Nuraini, Nafila Nurulita, Dyahayu Amanda Orlando, Muhammad Pramesti, Prita Prita Pramesti Prita Pramesti Puspitasari, Windhy Putri, Alya Kamila Putri, Araminta Edria Padma Raissa, Adina Ramadhanti, Mutiara Ramadhia, Kahti Rasyifa Shaliha Raymond Siregar Rayyan, Ahmad Reza, Muhammad Alvi Rifa, Hudzaifah Risasono, Fadhil Dhafa Risde, Kahti Ramadhia Robert Kristaung Robian, Rio Rosdiana, Adita Ryan Ardhito Hadyan Satiti Satiti Septian, Mohammad Ronald Harry Sibagariang, Juber Bornop Siregar, Aiman Zharfani Sistya Rachmawati Siwalette, Marshella Shafira Putri Sofie, Sofie Sujana, Olga Dara Putri Sukmanto, Adi Sumantri, Drajat Roni Sumiyarti Sumiyarti, Sumiyarti Sutrisna, Ramadhina Putri Syahira, Rivana Syifa, Kania Triamanda, Adilla Wahyudi, Alisha Tsaabithahasna Wahyuni, Ratih Sri Wijanarko, Faiq Wijanarko, Faiq Raihan Wijanarko, Khansa Fara Wijarnako, Faiq Raihan Wijarnako, Khansa Fara Wijaya, Aji Kusuma WINANDA, DEVINA Wulandari, Afifah Yaneva Anindita Dwi Cahyaningrum Yaneva Anindita Dwi Cahyaningrum Ying, Luo Yudhaputri, Egabetha Amirah Yudiatama, Riski Yusran, Fadhel Audia Zahra, Mirabel Zhafira, Shafa