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All Journal JMM17: Jurnal Ilmu Ekonomi dan Manajemen Paradigma: Jurnal Masalah Sosial, Politik, dan Kebijakan Business UHO: Jurnal Administrasi Bisnis PROCEEDING ICTESS (Internasional Conference on Technology, Education and Social Sciences) Jurnal Ilmiah Edunomika (JIE) Dinasti International Journal of Economics, Finance & Accounting (DIJEFA) Jurnal Altifani Penelitian dan Pengabdian kepada Masyarakat ProBisnis : Jurnal Manajemen JAMBURA: JURNAL ILMIAH MANAJEMEN DAN BISNIS Journal of International Conference Proceedings Jurnal Manajemen dan Bisnis Madani UBMJ (UPY Business and Management Journal) Jurnal Publikasi Ilmu Manajemen Jurnal Akuntansi Dan Manajemen PENG: Jurnal Ekonomi dan Manajemen PESHUM Ekopedia: Jurnal Ilmiah Ekonomi
Mutya Paramita Pratita
Fakultas Ekonomi/Manajemen, Universitas Slamet Riyadi
Religion Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Library & Information Science Nursing Public Health Social Sciences

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Optimization of Green Marketing to Increase Consumer Awareness and Attitude towards Eco-Friendly Housing in Surakarta Sumaryanto, S; Paramita Pratita, Mutya; Fikriyatuz Zakiyah, Nadiya; Irma Susanti, Nani; Dwi Wahyudi, Henri
JMM17 : Jurnal Ilmu ekonomi dan manajemen Vol 12 No 1 (2025): April 2025
Publisher : Universitas 17 Agustus 1945 Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30996/jmm17.v12i1.12701

Abstract

Purpose This study aims to investigate how elements such as green perceived value, green products, and environmental concern influence consumer attitudes while examining the role of consumer awareness of green products in promoting environmentally friendly purchasing behavior. Design/Methodology/Approach Data were collected from 111 respondents using convenience and purposive sampling methods. The relationships between green perceived value, green products, environmental concern, green product awareness, and consumer attitudes were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). Validity and reliability were assessed through convergent and discriminant validity, while hypothesis testing was conducted using the bootstrapping method. Findings The findings reveal that green perceived value and environmental concern positively influence consumer attitudes toward purchasing eco-friendly housing. However, green product awareness does not significantly moderate these relationships. Low consumer awareness limits the positive impact of green value and environmental concern, underscoring the need for enhanced consumer education to foster pro-environmental purchasing behavior. Originality/Value This study provides a novel analysis of green product awareness as a moderating factor in green marketing and consumer attitudes, focusing on non-subsidized housing in Surakarta. The findings offer valuable insights for developers to create effective marketing strategies and for policymakers to expand green building certification programs and promote the adoption of eco-friendly housing solutions by emphasizing the benefits of environmentally friendly products.
Pengaruh Kepercayaan, Persepsi Kebijakan, dan Identitas Produk pada Minat Beli Mobil Listrik Di Yogyakarta Zalzalah, Guruh Ghifar; Agung Pradana; Mutya Paramita Pratita
UPY Business and Management Journal (UMBJ) Vol. 4 No. 2 (2025): UBMJ (UPY Business and Management Journal)
Publisher : Department of Management, Universitas PGRI Yogyakarta.

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31316/ubmj.v4i2.7918

Abstract

Tujuan: penelitian ini adalah untuk mengetahui pengaruh kepercayaan, persepsi kebijakan, dan identitas produk terhadap minat beli pada produk mobil listrik di Yogyakarta. Metodologi: Jenis penelitian ini merupakan penelitian kuantitatif dengan responden 200 orang. Teknik pengumpulan data menggunakan kueisioner secara daring. Teknik analisis data yang digunakan analisis regresi linear berganda dengan alat analisis SPSS versi 27.0. Temuan: Hasil penelitian menunjukkan bahwa minat beli dipengaruhi oleh kepercayaan, persepsi kebijakan, dan identitas produk. Orisinalitas: Penelitian ini berkontribusi pada literatur minat beli dengan konteks produk mobil listrik di Yogyakarta. Keterbatasan Penelitian: Penelitian ini terbatas pada wilayah DIY dan fokus pada mobil listrik, dengan jumlah responden hanya 200 orang, mayoritas berusia 18-25 tahun. Faktor eksternal seperti kondisi ekonomi dan perkembangan teknologi mungkin tidak sepenuhnya terjangkau. Untuk penelitian selanjutnya, disarankan memperluas wilayah dan jenis produk yang diteliti, menambah jumlah dan variasi usia responden, serta mempertimbangkan faktor eksternal dengan lebih mendalam. Implikasi Praktis: Diharapkan dapat memberikan informasi bagi perusahaan yang berkaitan dengan kepercayaan, persepsi kebijakan, dan identitas produk terhadap minat beli mobil listrik di Indonesia.
Pengaruh Gamifikasi, Promosi dan Kemudahan Penggunaan terhadap Loyalitas Konsumen di Aplikasi Shopee : Survei pada Komunitas Shopee Games Indonesia Rika Pramesti; Mutya Paramita Pratita
Jurnal Publikasi Ilmu Manajemen Vol. 4 No. 3 (2025): September: Jurnal Publikasi Ilmu Manajemen
Publisher : Pusat Riset dan Inovasi Nasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jupiman.v4i3.5524

Abstract

This study aims to analyze the influence of gamification, promotion, and ease of use on consumer loyalty in the Shopee application, focusing on members of the Shopee Games Indonesia Community. The background of this research lies in the increasingly intense competition in the e-commerce industry, which requires companies to develop innovative strategies to retain customers. One of the strategies implemented by Shopee is gamification through interactive game features, diverse promotional activities, and a simple, user-friendly application interface. This research employed a quantitative approach, with primary data collected through questionnaires distributed to 97 respondents who actively used Shopee Games features. The data were analyzed using multiple linear regression to test the proposed hypotheses. The results indicate that gamification, promotion, and ease of use significantly affect consumer loyalty. These findings highlight that the success of e-commerce applications in retaining customers does not only rely on product quality, but also on creating enjoyable user experiences, relevant promotional strategies, and innovative features that can enhance user engagement. Therefore, the implementation of gamification and promotion strategies supported by ease of use can serve as key factors in improving customer loyalty toward Shopee.
Pengaruh Diskon, Electronic Word of Mouth (E-WOM), dan Service Quality terhadap Keputusan Pembelian Game di Platform Steam : Survei pada Komunitas Steam User Indonesia Hanura Kevin Chrysandro; Mutya Paramita Pratita
Jurnal Publikasi Ilmu Manajemen Vol. 4 No. 3 (2025): September: Jurnal Publikasi Ilmu Manajemen
Publisher : Pusat Riset dan Inovasi Nasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jupiman.v4i3.5525

Abstract

This study aims to analyze the influence of service quality, discounts, and electronic word of mouth (E-WOM) on users’ purchasing decisions in playing and buying games on the Steam platform. The background of this research is based on the growing competition in the digital gaming industry, which requires service providers to understand the key factors that shape consumer behavior. Data were collected using purposive sampling by distributing questionnaires to 100 active members of the Steam User Indonesia Community who have direct experience with the platform. The data were analyzed through several statistical tests, including the coefficient of determination, instrument testing, classical assumption testing, multiple linear regression, t-test, and F-test, in order to test the proposed hypotheses. The results reveal that discounts and E-WOM significantly influence users’ purchasing decisions, while service quality does not have a significant effect. The adjusted R² value of 0.461 indicates that the three independent variables in this study explain 46.1% of the variance in purchasing decisions, with the remaining percentage influenced by other factors outside the research model. These findings suggest that effective discount strategies and positive user-generated reviews or recommendations play a crucial role in encouraging purchasing decisions on the Steam platform.
Pengaruh Konten Media Sosial dan Influencer Marketing terhadap Keputusan Pembelian Konsumen pada Followers Instagram Alito Sportwear Sri Wahyuni; Mutya Paramita Pratita
Jurnal Publikasi Ilmu Manajemen Vol. 4 No. 3 (2025): September: Jurnal Publikasi Ilmu Manajemen
Publisher : Pusat Riset dan Inovasi Nasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jupiman.v4i3.5526

Abstract

In today’s increasingly competitive digital era, social media plays a strategic role in shaping brand image as well as influencing consumer purchasing decisions. Instagram, as one of the most popular visual platforms, has been widely utilized by fashion companies, including Alito Sportwear, to expand their marketing reach. This study aims to examine the effect of social media content and influencer marketing on consumer purchasing decisions among followers of Alito Sportwear’s official Instagram account. The research employed a descriptive quantitative method using a survey of 100 respondents selected through purposive sampling. Data were analyzed using multiple linear regression, following validity and reliability tests which confirmed that the research instruments were both valid and reliable. The findings indicate that both social media content and influencer marketing have a significant impact on consumer purchasing decisions. The coefficient of determination (R²) of 0.260 suggests that 26% of the variation in purchasing decisions can be explained by these two variables, while the remaining percentage is influenced by other factors beyond the scope of this study. These results highlight the importance of designing creative, relevant, and consistent content, as well as collaborating with credible influencers, to enhance consumer buying interest. Practically, the study provides insights for Alito Sportwear and other fashion businesses to optimize social media as an effective and competitive marketing tool.
Pengaruh Gerakan Boikot di Sosial Media dan Religiusitas Terhadap Minat Beli Produk Mcdonald’s Pasca Boikot(Studi pada Generasi Z di Kalimantan Tengah) Siti Atikah; Mutya Paramita Pratita
PENG: Jurnal Ekonomi dan Manajemen Vol. 3 No. 1 (2026): Januari-maret, Ekonomi Digital dan Transformasi Bisnis
Publisher : Teewan Journal Solutions

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62710/www81561

Abstract

This study investigates two main hypotheses: the significant influence of boycott movements on social media and religiosity on McDonald's purchase interest after the boycott. Using a quantitative approach, this study collected data from 120 Generation Z respondents in Central Kalimantan through a questionnaire, using purposive sampling. Data analysis was conducted using a series of statistical methods, including descriptive analysis, classical assumption tests, multiple linear regression, t-tests, F-tests, and the coefficient of determination (R2).The results of the study indicate that the boycott movement on social media has a negative and significant influence, indicating that the more intense the boycott movement, the lower the consumer purchasing interest. Conversely, religiosity has a positive and significant effect, indicating that higher levels of religiosity correlate with increased purchasing interest. The coefficient of determination (R2) of 0.594 or 59.4% indicates that this model has moderate predictive power, where 59.4% of the variation in purchasing interest is explained by the two independent variables. The remaining 40.6% is influenced by other variables outside the model, such as price, competitor product quality, promotions, recommendations from public figures or peers, and consumer awareness levels.
Pengaruh Financial Attitude dan Fintech Literacy pada Financial Inclusion (Studi Kasus Pada Mahasiswa UPN Veteran Yogyakarta) Koraag, Satrio Tegar Gunung; Pratita, Mutya Paramita
Jurnal Paradigma Vol 28 No 1 (2024): January 2024
Publisher : Fakultas Ilmu Sosial dan Ilmu Politik UPN "Veteran" Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31315/paradigma.v28i1.11840

Abstract

Abstract   This research aims to investigate the impact of Financial Attitude and Fin-Tech Literacy on financial inclusion among UPN Veteran Yogyakarta students who use Go-Pay services. A total of 200 respondents were selected using a non-probability sampling method. Data analysis was carried out using Smart PLS statistical test tool. The research results show that both Financial Attitude and Fin-Tech Lietracy have a significant and positive influence on student financial inclusion. These findings highlight the positive role of financial attitudes and fintech literacy in encouraging student involvement in financial inclusion, particularly through the use of Go-Pay. This research provides valuable insights for the development of financial inclusion programs in academic environments, emphasizing the importance of understanding and improving financial attitudes an fin-tech literacy in supporting students’ active participation in digital financial services such as Go-Pay.
PENERAPAN TAM DAN TPB UNTUK MENGIMPLEMENTASIKAN E-COMMERCE BAGI UMKM DI PASAR SENI "SOLO IS SOLO" PASCA PANDEMI COVID-19 Pratita, Mutya Paramita; Indriastuti, Dorothea Ririn; Aszari, Adelia Nur
JURNAL ILMIAH EDUNOMIKA Vol. 8 No. 1 (2024): EDUNOMIKA
Publisher : ITB AAS Indonesia Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/jie.v8i1.12610

Abstract

Technology is always developing and requires society to be able to follow these developments. One of them is in the field of e-commerce. Currently there are many e-commerce platforms available such as Shopee, Tokopedia, Lazada, and others. The platform is expected to make it easier for business people in running their business, especially SMEs. There is a community SMEs are art workers in Surakarta who sell their own artistic products and try to keep up with e-commerce developments. The purpose of this research is to find out the interests of members of the ‘Solo is Solo’ art market in adopting e-commerce to distribute his work to buyers use the TAM and TPB Approach. To achieve this goal, this study uses a questionnaire to explore data that will be filled in by members of the Solo Art Market community of total 72 people, and tested using PLS. As we know that the Covid-19 Pandemic has prevented the art workers from selling their crafts offline. Besides, they tend to choose selling offline than online. Therefore, this study wants to predict their intention to adopt online platforms in order to restore economic conditions after the Covid-19 Pandemic. Keywords : TAM, TPB, SME, Digital Marketing
PENGARUH INFLUENCER MARKETING, ONLINE CUSTOMER REVIEW DAN PERSEPSI HARGA TERHADAP KEPUTUSAN PEMBELIAN PRODUK WARDAH DI SHOPEE (STUDI PADA MAHASISWA FEB UNISRI) Kamila, Chassa Rena; Pratita, Mutya Paramita
JAMBURA: Jurnal Ilmiah Manajemen dan Bisnis Vol 8, No 3 (2026): JIMB - VOLUME 8 NOMOR 3 JANUARI 2026
Publisher : Universitas Negeri Gorontalo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37479/jimb.v8i3.37135

Abstract

Penelitian Penelitian ini bertujuan untuk menganalisis pengaruh influencer marketing, online customer review dan persepsi harga terhadap keputusan pembelian produk Wardah di Shopee. Jenis data yang digunakan dalam penelitian ini yaitu kuantitatif. Sumber data yang dugunakan yaitu data primer. Pengumpulan data dalam penelitian ini menggunakan kuesioner yang disebarkan kepada responden. Sampel dalam penelitian ini berjumlah 100 responden pengguna produk Wardah (Studi pada Mahasiswa FEB UNISRI), dengan jenis pengambilan sampel, yaitu purposive sampling atau pengambilan sampel dengan karakteristik tertentu. Metode analisis yang digunakan dalam penelitian ini yaitu analisis deskriptif, analisis regresi linier berganda, uji t, uji F (uji ketepatan model) dan uji koefisien determinasi (R2). Hasil uji t penelitian menunjukkan bahwa influencer marketing berpengaruh signifikan terhadap keputusan pembelian produk Wardah di Shopee dengan p-value = 0,000 0,05, online customer review berpengaruh signifikan terhadap keputusan pembelian produk Wardah di Shopee dengan p-value = 0,001 0,05 dan persepsi harga berpengaruh signifikan terhadap keputusan pembelian produk Wardah di Shopee dengan p-value = 0,000 0,05.
Pengaruh Persepsi Manfaat, Persepsi Kemudahan Penggunaan dan Gaya Hidup Terhadap Minat Beli pada Motor Listrik Volta di Surakarta Dwi Wahyu Nugroho; Mutya Paramita Pratita
Ekopedia: Jurnal Ilmiah Ekonomi Vol. 2 No. 1 (2026): JANUARI-MARET
Publisher : Indo Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63822/gp0v0y87

Abstract

Electric motorcycles are an environmentally friendly and economical transportation solution in the face of energy scarcity and air pollution. However, there are indications of problems with consumer interest in PT Volta products in Surakarta. Referring to this urgency, this study examines the contribution of perceived benefits, perceived ease of use, and lifestyle in shaping customer purchasing interest. The main objective of this study is to identify and explain the influence of these three variables on the decision of potential consumers of Volta electric motorcycles in Surakarta. This study applies a quantitative approach by utilising primary data as the main source of information. Considering that the population of potential consumers of Volta electric motorcycles in Surakarta cannot be identified with certainty (unknown population), a sample size of 100 respondents was determined. Participants were selected using purposive sampling based on specific criteria. Data collection instruments were integrated through the distribution of questionnaires, literature studies, and field observations. Furthermore, the data were analysed using a series of statistical procedures, including instrument testing (validity and reliability), descriptive analysis, classical assumption testing, and multiple linear regression analysis to test the hypothesis through t-tests, F-tests, and the coefficient of determination (R2). Evaluation of the research instruments showed that all questionnaire items met the validity and reliability criteria. In addition, the model met the classical assumption requirements, as indicated by the absence of multicollinearity and heteroscedasticity, and had normally distributed residuals. The resulting regression model is presented through the following equation: Y = 4.830 + 0.733 X1 + 0.037 X2 + 0.044 X3 + e. Partially (t-test), the results show that only the variable of perceived ease of use has a significant effect on purchase intention. Conversely, the variables of perceived benefits and lifestyle did not show a statistically significant effect. However, simultaneously (F test), the F value of 33.793 with a significance of 0.000 < 0.05 confirmed that this model was suitable (goodness of fit) for predicting purchase intention. Based on the coefficient of determination test, the R2 value of 0.498 indicates that the contribution of independent variables to purchase intention is 49.8%, while the remaining 50.2% is explained by other factors outside the scope of this study
Co-Authors Adelia Nur Aszari Agung Pradana Aprian Aditama, Rizky Ramadhan Aris Eddy Sarwono Aroran, Farryl Febian Aszari, Adelia Nur Dorothea Ririn Indriastuti Dorothea Ririn Indriastuti Dwi Wahyu Nugroho Dwi Wahyudi, Henri Enzella Chrisdianthi Fikriyatuz Zakiyah, Nadiya Guruh Ghifar Zalzalah Hanura Kevin Chrysandro Indriyana, Iin Kamila, Chassa Rena Koraag, Satrio Tegar Gunung Larasati, Nike Marjam Desma Rahadhini Marjam Desma Rahadhini Nani Irma Susanti Nike Larasati Rika Pramesti Rizky Ramadhan Aprian Aditama Sera Triya Meilida Siti Atikah Sri Wahyuni Sumaryanto Sumaryanto, Sumaryanto Sumaryanto, S Zakiyah, Nadiya Fikriyatuz Zalzalah, Guruh Ghifar