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All Journal Jurnal REKOMEN (Riset Ekonomi Manajemen) Jurnal Inovasi Daerah
Rustina Dewi Werdiasih
Sekolah Tinggi Ilmu Ekonomi Muhammadiyah Cilacap
Humanities Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Environmental Science Law, Crime, Criminology & Criminal Justice Public Health Social Sciences

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ANALISIS PENGARUH PERSEPSI HARGA, CITRA MEREK, DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN Rustina Dewi Werdiasih; Nandang Bekti Karnowati; Yoana Yoana
Jurnal Inovasi Daerah Vol. 1 No. 1 (2022): JID: Jurnal Inovasi Daerah, Juni 2022
Publisher : Badan Perencanaan Pembangunan Penelitian dan Pengembangan Daerah Kabupaten Cilacap

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56655/jid.v1i1.6

Abstract

The beauty product industry is currently growing. The emergence of various beauty product brands requires the Scarlet company to have a strategy in facing market competition. The purpose of the study was to determine the effect of price perception, brand image and product quality on Scarlett's purchasing decisions. Data was collected by filling out questionnaire answers to 100 consumers who had used Scarlett products. Data were analyzed by PLS SEM and samples were taken using non-probability sampling method. The findings show that the variables of price perception, brand image and product quality have a direct effect on purchasing decisions. Product quality variable has a direct impact on brand image, but price perception does not have a direct impact on brand image. The brand image variable mediates the connection of product quality on purchasing decisions, but brand image does not mediate the relationship between price perceptions and purchasing.
Digital Promotion, Social Media Engagement, and Perceived Value Driving Customer Experience and Employee performance: Marketing Agility’s Role Muh Mahbub Djunaidi; Yulia Nur Hasanah; Rustina Dewi Werdiasih; Agapito Barros; Juli Handayani; Syafi’ah
Jurnal Riset Ekonomi Manajemen (REKOMEN) Vol. 9 No. 1 (2026): REKOMEN (Riset Ekonomi dan Manajemen)
Publisher : Universitas Tidar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31002/rekomen.v9i1.3423

Abstract

This study investigates the roles of digital promotion, social media engagement, and perceived value in driving customer experience and employee performance, with marketing agility examined as a moderating factor. Using data collected from 200 modern culinary SMEs across Indonesia, the study employs Partial Least Squares Structural Equation Modeling (PLS-SEM) to test the proposed relationships. The results reveal that digital promotion directly enhances employee performance but does not significantly influence customer experience. Social media engagement and perceived value are found to have strong positive effects on customer experience. Customer experience, in turn, significantly improves employee performance and mediates the relationship between perceived value and employee performance. However, customer experience does not mediate the relationship between digital promotion and employee performance. Additionally, marketing agility does not moderate the relationship between customer experience and employee performance. These findings suggest that experiential mechanisms selectively transmit the effects of marketing stimuli to internal performance outcomes. The study contributes to service-dominant logic and experiential marketing literature by highlighting the conditional role of customer experience and questioning the universal relevance of marketing agility. Practically, the findings provide strategic guidance for culinary SMEs in aligning marketing initiatives with service delivery and employee effectiveness.
The Role of Digital Marketing Resilience in Mediating the Relationship Between Entrepreneurial Marketing and Business Performance in Service SMEs Syafi'ah; Melan Susanty Purnamasari; Juli Handayani; Delaga Nurwisda; Rustina Dewi Werdiasih; Dewi Puspasari
Jurnal Riset Ekonomi Manajemen (REKOMEN) Vol. 8 No. 1 (2025): REKOMEN (Riset Ekonomi dan Manajemen)
Publisher : Universitas Tidar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31002/rekomen.v8i1.2265

Abstract

This study aims to examine the role of Entrepreneurial Marketing in enhancing Business Performance through the mediation of Digital Marketing Resilience in small and medium-sized enterprises (SMEs) in the service sector in Indonesia. The research adopts a quantitative approach with a sample of 100 SMEs, selected using Slovin’s formula with a 10% margin of error. Data were collected through a survey using Google Forms, and the analysis was conducted using SmartPLS. The study investigates the relationships between the three key variables: Entrepreneurial Marketing, Digital Marketing Resilience, and Business Performance. The results show that Digital Marketing Resilience has a significant positive effect on Business Performance. However, Entrepreneurial Marketing does not have a direct effect on Business Performance, but it significantly influences business performance when mediated by Digital Marketing Resilience. This indicates that entrepreneurial marketing strategies, such as innovation, proactivity, and risk-taking, enhance business performance indirectly through building digital resilience. The findings highlight the importance of integrating entrepreneurial marketing with resilient digital marketing strategies to drive better business performance. This research provides valuable insights for SMEs aiming to optimize their marketing strategies and adapt to the challenges of the digital era.
Co-Authors Agapito Barros Delaga Nurwisda Dewi Puspasari Juli Handayani Melan Susanty Purnamasari Muh Mahbub Djunaidi Nandang Bekti Karnowati Syafi'ah Syafi’ah Yoana Yoana Yulia Nur Hasanah