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All Journal EkoBis ( Ekonomi & Bisnis ) ESENSI: JURNAL BISNIS DAN MANAJEMEN Jurnal Manajemen Terapan dan Keuangan Proceeding Seminar LPPM UMP Tahun 2014 Jurnal EMT KITA Forum Ekonomi : Jurnal Ekonomi, Manajemen dan Akuntansi JURNAL MANAJEMEN EKONOMIS : Journal of Economics and Business EBSJ JEM17: Jurnal Ekonomi Manajemen SEIKO : Journal of Management & Business JURNAL MANAJEMEN BISNIS Jurnal Samudra Ekonomi dan Bisnis GERVASI: Jurnal Pengabdian kepada Masyarakat International Journal of Islamic Business and Economics (IJIBEC) JPEK (Jurnal Pendidikan Ekonomi dan Kewirausahaan) Jurnal Ekonomi dan Bisnis Indonesia International Journal of Economics, Business and Accounting Research (IJEBAR) International Journal of Economics Development Research (IJEDR) Jurnal Hukum Ekonomi Syariah JIIP (Jurnal Ilmiah Ilmu Pendidikan) SPEKTA (Jurnal Pengabdian Kepada Masyarakat : Teknologi dan Aplikasi) Entrepreneurship Bisnis Manajemen Akuntansi (E-BISMA) Jurnal Manajemen DIVERSIFIKASI Journal of Comprehensive Science Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntansi) Amkop Management Accounting Review (AMAR) Jurnal Literasi Pengabdian dan Pemberdayaan Masyarakat EduInovasi: Journal of Basic Educational Studies Kajian Ilmiah Mahasiswa Administrasi Publik (KIMAP) Balance: Jurnal Ekonomi
Putri Dwi Cahyani, Putri Dwi
Program Studi Manajemen Fakultas Ekonomi, Universitas Muhammadiyah Purwokerto, JL. Raya Dukuhwaluh, PO BOX 202 Purwokerto 53182 Telp. (0281) 636751 ex 130
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INOVASI PENGEMASAN DAN PELABELAN DENGAN APLIKASI CANVA PADA USAHA KECIL MENENGAH TAMAN KULINER GAJAH WONGSO Nikita, Nikita Eka Silviana; Cendana Alam , Sevilla Sapta Aprelia; Setiani, Diva Riska; Fitriyani , Anisa; Fantikasari , Monika Dwi; Cahyani, Putri Dwi
GERVASI: Jurnal Pengabdian kepada Masyarakat Vol. 9 No. 1 (2025): GERVASI: Jurnal Pengabdian Kepada Masyarakat
Publisher : LPPM IKIP PGRI Pontianak

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31571/gervasi.v9i1.8195

Abstract

Pengemasan dan pelabelan produk yang menarik dan efektif memainkan peran penting dalam meningkatkan daya saing Usaha Kecil Menengah (UKM). Pengabdian ini dilakukan kepada masyarakat untuk membantu UKM di Taman Kuliner Gajah Wongso, Desa Ngawu, Gunungkidul, untuk meningkatkan keterampilan dalam mengemas dan melabel produk menggunakan aplikasi Canva. Metode yang digunakan meliputi sosialisasi dan pelatihan langsung kepada pelaku UKM terkait pentingnya inovasi pengemasan dan pelabelan yang dapat menarik minat konsumen. Hasil pengabdian menunjukkan bahwa penggunaan Canva sebagai alat desain mampu meningkatkan pemahaman dan keterampilan UKM dalam mengemas serta melabel produk mereka. Selain itu, kegiatan ini membantu meningkatkan daya tarik produk dan memperluas jangkauan pasar, sehingga diharapkan dapat meningkatkan perekonomian masyarakat lokal. Kesimpulannya, inovasi pengemasan dan pelabelan melalui pelatihan Canva memberikan manfaat signifikan bagi pelaku UKM dalam menghadapi persaingan pasar yang semakin meningkat
The Influence of Brand Reputation, Brand Equity, and Brand Satisfaction on Brand Loyalty of Mie Gacoan Saputra, Aldo Hernanda; Setiawan, Budi; Cahyani, Putri Dwi
Jurnal Samudra Ekonomi dan Bisnis Vol 16 No 3 (2025): JSEB
Publisher : Fakultas Ekonomi dan Bisnis Universitas Samudra

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33059/jseb.v16i3.11155

Abstract

The development and competition of culinary businesses in Indonesia are increasingly competitive. This study was conducted to analyze the influence of brand reputation, brand equity, and brand satisfaction on brand loyalty of Mie Gacoan. This quantitative research method collected data by distributing questionnaires to a sample of 180 respondents who had purchased Mie Gacoan products. The reliability of the instrument was assessed through validity and reliability tests, while the data analysis method used path analysis with the help of the SmartPLS version 3.0. The results proved that brand reputation did not affect brand loyalty, but had a positive and significant effect on both brand equity and brand satisfaction. Meanwhile, the results of this study also proved that brand equity and brand satisfaction have a positive and significant influence on brand loyalty in the Mie Gacoan culinary industry.
Meningkatkan keputusan pembelian melalui kemudahan penggunaan, kepercayaan dan reputasi pada e-commerce Fadhilah, Muinah; Cahyani, Putri Dwi; Pujiyani, Rohmah
FORUM EKONOMI: Jurnal Ekonomi, Manajemen dan Akuntansi Vol. 25 No. 1 (2023): Januari
Publisher : Fakultas Ekonomi dan Bisnis Universitas Mulawarman

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30872/jfor.v25i1.12332

Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh antara kemudahan penggunaan, kepercayaan dan reputasi terhadap keputusan pembelian. Populasi dalam penelitian ini adalah pengguna aplikasi shopee di Indonesia, dengan menggunakan teknik pengambilan sampel yang digunakan yaitu purposive sampling. Uji instrument yang digunakan dalam penelitian ini adalah uji validitas dan uji reliabelitas. Teknik analisis data yang digunakan dalam penelitian ini adalah analisis deskriptif, uji asusmsi klasik, uji normalitas, uji multikolineritas, uji heteroskedasitas. Uji analisis yang digunakan yaitu regresi linear, uji hipotesis yang digunakan dalam penelitian ini adalah uji t dan uji F. hasil penelitian ini menunjukkan bahwa: 1) kemudahan penggunaan berpengaruh secara signifikan terhadap keputusan pembelian pada e-commerce shopee, 2) kepercayaan berpengaruh secara signifikan terhadap keputusan pembelian pada e-commerce shopee. 3) reputasi berpengaruh secara signifikan terhadap keputusan pembelian pada e-commerce shopee, 4) Kemudahan Penggunaan, kepercayaan dan reputasi berpengaruh secara simultan terhadap keputusan pembelian pada e-commerce shopee.
Pengaruh Service Quality dan Perceived Value terhadap Customer Satisfaction dengan Customer Trust sebagai Variabel Intervening Cnosta, Cella; Ningrum, Nonik Kusuma; Cahyani, Putri Dwi
EduInovasi:  Journal of Basic Educational Studies Vol. 4 No. 2 (2024): EduInovasi:  Journal of Basic Educational Studies (In Press)
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/edu.v4i2.1627

Abstract

This research aims to test whether service quality and perceived value influence customer satisfaction with customer trust as an intervening variable. The research sampled several users of Skintific skincare products. The sampling method used was nonprobability sampling through purposive sampling. Data collection was done using a questionnaire distributed through Google Forms. A total of 244 questionnaires were processed, obtained using a sample size formula depending on the number of indicators and multiplied by 5 to 10. The data was analyzed using multiple regression analysis and processed using SPSS version 25. The results of this research indicate that (1) service quality has a positive and significant influence on customer satisfaction, (2) perceived value has a positive and significant influence on customer satisfaction, (3) service quality has a positive and significant influence on customer trust, (4) perceived value has a positive and significant influence on customer trust, (5) customer trust has a positive and significant influence on customer satisfaction.
Pengaruh Customer Experience, Ease Of Use Terhadap Intention to Reuse Application melalui Customer Satisfaction pada Pengguna Layanan Pengantar Makanan Go-Food di Yogyakarta (Penelitian Kasus pada Pengguna Go-Food di Daerah Istimewa Yogyakarta) Sadewa, Alex Fitrianta; Udayana, Ida Bagus Nyoman; Cahyani, Putri Dwi
Ekonomis: Journal of Economics and Business Vol 8, No 1 (2024): Maret
Publisher : Universitas Batanghari Jambi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33087/ekonomis.v8i1.1482

Abstract

This study aims to examine the effect of customer experience, ease of use on intention to reuse applications through customer satisfaction in users of Go-Food food delivery services. The method in this study uses a quantitative method and has a population of Yogyakarta people who use Go-Food services, with a total sample of 106 respondents. The analytical method used is IBM SPSS Statistics 25. The results show that customer experience has a positive and significant effect on customer satisfaction. Then ease of use has a positive and significant effect on customer satisfaction. The customer experience variable has a positive and significant effect on intention to reuse applications. Furthermore, the variable ease of use has a positive and significant effect on the intention to reuse application. And customer satisfaction has a positive and significant effect on the intention to reuse application.
INFLUENCE OF PRODUCT QUALITY, PRODUCT DESIGN AND PROMOTION ON IPHONE PURCHASE DECISIONS ON STUDENTS IN YOGYAKARTA Fadhilah, Muinah; Cahyani, Putri Dwi; Pratama, Alfian
Jurnal Ekonomi Balance Vol. 17 No. 1 (2021): (June 2021)
Publisher : Perpustakaan dan Penerbitan Unismuh Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26618/jeb.v17i2.6486

Abstract

This study aims to determine the effect of product quality, product design and promotion partially and simultaneously on iPhone product purchase decisions on students in Yogyakarta. This research included correlational research. The population of this research was all Yogyakarta students who have bought iPhone products and iPhone users. The research sample was 100 respondents. Data collection techniques used a questionnaire. Data analysis technique used descriptive statistical test, classical assumption test used normality test, multicollinearity test, and heteroscedasticity test, and hypothesis test using multiple regression analysis. The results showed that there was a positive and significant effect of product quality, product design and promotion partially and simultaneously on the purchasing decisions of iPhone products for students in Yogyakarta.
PENGARUH CONTENT MARKETING DAN CUSTOMER ENGAGEMENT TERHADAP PURCHASE DECISIONS KONSUMEN TIKTOK SHOP DENGAN BRAND TRUST SEBAGAI VARIABEL MEDIASI Verawati, Verawati; Cahyani, Putri Dwi; Maharani, Bernadetta Diansepti
Jurnal Manajemen Terapan dan Keuangan Vol. 15 No. 01 (2026): Jurnal Manajemen Terapan dan Keuangan (In Processs)
Publisher : Program Studi Manajemen Pemerintahan dan Keuangan Daerah Fakultas Ekonomi dan Bisnis Universitas Jambi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22437/jmk.v15i01.52430

Abstract

Penelitian ini untuk mengetahui pengaruh content marketing dan customer engagement terhadap purchase decisions konsumen tiktok shop dan untuk mengetahui pengaruh content marketing dan customer engagement terhadap brand trust konsumen tiktok shop. Penelitian ini menggunakan metode penelitian kuantitatif atau survei, teknik pengambilan sampel dengan purposive sampling yang mana sampel penelitian ini diambil berjumlah 112 responden pada masyarakat di kota yogyakarta yang pernah melakukan pembelian di tiktok shop. untuk uji kualitas data menggunakan uji validitas dan reliabilitas. uji asumsi klasik, uji normalitas, uji heteroskedastitas, uji multikolinearitas dan teknik analisis data menggunakan uji analisis regresi berganda dan pengujian hipotesisnya menggunakan uji parsial (uji t), koefisien determiansi (r2) dan uji sobel. Hasil penelitian menunjukan bahwa variabel content marketing (X1) berpengaruh positif dan signifikan terhadap purchase decision (Y). Customer engagement (X2) berpengaruh positif dan signifikan terhadap purchase decision (Y). Content marketing (X1) berpengaruh positif dan signifikan terhadap brand trust (Z). Customer engagement (X2) berpengaruh positif dan signifikan terhadap brand trust (Z). Brand trust (Z) berpengaruh positif dan signifikan terhadap purchase decision (Y).
PERAN PEMASARAN DIGITAL DAN BRANDING DALAM MEMPENGARUHI MINAT BELI MELALUI KESADARAN MEREK SEBAGAI INTERVENING Pramudya, Ferry Agsta; Lukitaningsih, Ambar; Cahyani, Putri Dwi
Jurnal Ekonomi dan Bisnis Indonesia Vol 10 No 2 (2025): JURNAL EKONOMI DAN BISNIS INDONESIA
Publisher : Fakultas Ekonomi dan Bisnis, Universitas Teknologi Sumbawa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37673/jebi.v10i2.7084

Abstract

This study aims to analyze the role of digital marketing and branding in influencing purchase intention with brand awareness as an intervening variable among Starcross consumers in Yogyakarta. This research employs a quantitative method using primary data collected through a Likert-scale questionnaire. The sample consists of 105 respondents who are Starcross consumers, selected using purposive sampling technique. Data analysis was conducted using multiple linear regression and Sobel test with the assistance of SPSS software. The results indicate that digital marketing and branding have a positive and significant effect on brand awareness. Furthermore, digital marketing, branding, and brand awareness also have a positive and significant influence on purchase intention. The mediation test results reveal that brand awareness effectively mediates the relationship between digital marketing and branding toward purchase intention. These findings highlight the importance of integrating digital marketing and branding strategies to enhance brand awareness and stimulate consumers’ purchase intention, particularly in the local fashion industry.
AI-Based social media Creative Content Training to Improve MSMEs Competitiveness in The Digital Era Inderanata, Rochmad Novian; Cahyani, Putri Dwi; Rabiman, Rabiman; Djufri, Elyas
SPEKTA (Jurnal Pengabdian Kepada Masyarakat : Teknologi dan Aplikasi) Vol. 6 No. 2 (2025)
Publisher : Universitas Ahmad Dahlan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.12928/spekta.v6i2.14087

Abstract

Background: Digital transformation had made social media crucial for MSME marketing, but many MSMEs had failed to adopt AI effectively due to limited digital literacy and weak branding, creating an urgent need for integrated and participatory training. Contribution: This study aimed to strengthen the creative and technical capabilities of MSMEs in utilizing AI for social media marketing, encourage intergenerational collaboration between youth and MSME owners, and propose a replicable community empowerment model based on Tri-N for sustainable digital inclusion. Method: This study used the Participatory Action Research (PAR) method, which was integrated with the teachings of Tamansiswa — Niteni, Niroke, and Nambahi (Tri N). The activities were conducted in four cyclical stages: (1) Analysis of needs and potential; (2) Technical training; (3) Discussion of content results; and (4) Evaluation and reflection for continuous improvement. Results: The results showed that digital literacy, creativity, and audience engagement had improved significantly. The project demonstrated that community-based digital training supported by relevant teaching approaches, youth-oriented content, and collaboration across generations helped small businesses grow and succeed in the online world. Conclusion: The Tri N approach contributed to helping MSMEs shift from passive digital users to active content creators by observing, emulating, and adapting AI-based strategies, resulting in sustainable digital marketing rooted in local culture and offering a replicable model for inclusive digital empowerment.
Unveiling the Influence of Social Media Marketing on Purchase Decision with Brand Awareness and E-WOM as Mediators Among Wizzmie Yogyakarta Consumers Yudha Pradana, Reza; Setiawan, Budi; Cahyani, Putri Dwi
Amkop Management Accounting Review (AMAR) Vol. 6 No. 1 (2026): January - June
Publisher : Sekolah Tinggi Ilmu Ekonomi Amkop Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37531/amar.v6i1.3495

Abstract

The development of social media has shaped people's consumption patterns, including in the digital purchase of culinary products. Wizzmie, as a contemporary noodle restaurant, utilizes social media as a promotional strategy to attract consumers in Yogyakarta. This study aims to analyze the influence of Social Media Marketing on Purchase Decision with Brand Awareness and Electronic Word of Mouth (e-WOM) as mediating variables. This study uses a quantitative method through a questionnaire distributed to 211 Wizzmie consumers who actively use social media. The analysis technique uses Partial Least Square - Structural Equation Modeling (PLS-SEM) with the SmartPLS version 4 application. The results show that Social Media Marketing has a positive and significant effect on Brand Awareness and e-WOM, but does not directly influence Purchase Decision. The variables of Brand Awareness and e-WOM were found to have a positive effect on Purchase Decision and were able to mediate the relationship between Social Media Marketing and Purchase Decision. These results confirm that Wizzmie Purchase Decision are not always influenced by promotions, but are more influenced by consumer brand awareness and peer recommendations.
Co-Authors Abdi Abdi, Abdi Abdul Kadir Agus Dwi Cahya Ambar Lukitaningsih Amin, Ahmad Muslich Ardianti, Pipit Arief Prasetyo Azizah, Rizka Nur Barus, Hendra Budianto Budi Setiawan Cendana Alam , Sevilla Sapta Aprelia Chalid, Lukman Cnosta, Cella Elyas Djufri Fantikasari , Monika Dwi Fatma, Tyas Frega Feri, Enggar Enriko Fitriyani , Anisa Henny Welsa Hutami, Luisa Tria Hatmanti Hutami, Lusia Tria Hatmanti IBN Udayana, IBN Ida Bagus Nyoman Udayana Jatiningsih, Alfiani Jayanti, Dinda Dwi kusuma, nala tri Latifuddin, Muhammad Irfan Lisnaini, Ratna Maharani, Bernadetta Diansepti Muinah Fadhilah, Muinah Nada, Alliskha Qotrun Nikita, Nikita Eka Silviana Nonik Kusuma Ningrum Nur, Annisa Nurchasanah, Devi Nurrohmah, Mutiah Pramudya, Ferry Agsta Prasetyo, Dwi Endra Pratama, Alfian Pratika, Niken Lifi Pratiwi, Selly Anjar Pujiyani, Rohmah Purnama, Candra Kiki Putra, Oky Suma Rabbani, Muhammad Zikry Rabiman, Rabiman Razak, Sitti Rahmi Restu Frida Utami Rochmad Novian Inderanata Sadewa, Alex Fitrianta Saputra, Aldo Hernanda Setiani, Diva Riska Siti Nurjannah Sodik, Muhammat Fajar Utiyawa, Feba Carolla Orchida Verawati Verawati Yudha Pradana, Reza