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All Journal Buletin Udayana Mengabdi Assets : Jurnal Ekonomi, Manajemen dan Akuntansi Jurnal Maneksi (Management Ekonomi Dan Akuntansi) JURNAL MANAJEMEN MOTIVASI JIM UPB (Jurnal Ilmiah Manajemen Universitas Putera Batam) YUME : Journal of Management Jurnal Mantik Al-Kharaj: Journal of Islamic Economic and Business Jurnal STEI Ekonomi ATRABIS: Jurnal Administrasi Bisnis (e-Journal) Jurnal Pengabdian UNDIKMA ABDI MOESTOPO: Jurnal Pengabdian pada Masyarakat Jurnal Altifani Penelitian dan Pengabdian kepada Masyarakat Golden Ratio of Mapping Idea and Literature Format ASEAN Marketing Journal Journal of International Conference Proceedings Jurnal Lentera Pengabdian Southeast Asian Journal of Management and Research ISCO Strata Business Review Joong-Ki Jurnal Polimesin Strata International Journal of Social Issues Multidiscience: Journal of Multidisciplinary Science Joong-Ki
Arif, Nina Fapari
UPN Veteran Yogyakarta
Religion Agriculture, Biological Sciences & Forestry Humanities Automotive Engineering Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Materials Science & Nanotechnology Mathematics Mechanical Engineering Medicine & Pharmacology Nursing Public Health Social Sciences Other

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The Effect of Brand Love and Customer Satisfaction on Customer Loyalty for Nyai Mercon Products on TikTok with E-WOM as a Moderating Mustika Aryanti; Arif, Nina Fapari
JURNAL MANAJEMEN MOTIVASI Vol 22 No 1 (2026): Jurnal Manajemen Motivasi
Publisher : Universitas Muhammadiyah Pontianak

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29406/jmm.v22i1.8494

Abstract

This research examines the impact of brand love and customer satisfaction on customer loyalty toward Nyai Mercon products on TikTok, with e-WOM serving as a moderating factor. Data were collected from 187 customers who purchased through TikTok Shop using purposive sampling. Analysis using SmartPLS 4.0 with the SEM-PLS method revealed that both brand love and customer satisfaction have a significant impact on loyalty. E-WOM moderates the relationship between brand love and loyalty, but does not moderate the satisfaction–loyalty link. These results highlight the importance of emotional engagement, customer satisfaction, and active online interaction in enhancing the competitiveness of SMEs.
Strategic Entrepreneurship, Business Model Agility, and Growth of Green SMEs in Indonesia: Adaptation to a Dynamic Business Environment Siti Khusnul Rifani; Nina Fapari Arif; Fathi Habibatur Rahman
Journal of International Conference Proceedings Vol 8, No 6 (2025): 2025 WIMAYA Yogyakarta Proceeding
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/jicp.v8i6.4423

Abstract

This study examines the relationship between strategic entrepreneurship, business model agility, and the growth of green MSMEs in Indonesia, with an emphasis on the moderating role of adaptation to a dynamic business environment. This study was prompted by increasing global market volatility and the importance of sustainability-oriented business models for small and medium-sized enterprises. Using an explanatory quantitative design, data were collected from 287 green MSMEs in West Java, Yogyakarta, and East Java between April and August 2025 and analysed using Partial Least Squares–Structural Equation Modelling (PLS-SEM). The results show that strategic entrepreneurship significantly enhances the growth of green SMEs, both directly and indirectly through business model agility, while adaptation to a dynamic environment strengthens these relationships. These findings highlight that entrepreneurial capability and agility serve as critical mechanisms for sustaining growth in uncertain markets. This study contributes to the integration of strategic entrepreneurship theory, dynamic capability theory, and contingency theory, with practical implications for SME leaders and policymakers to promote innovation, adaptability, and sustainable competitiveness.
Co-Authors Alda Novitasari Andi Harmoko Arifin Arwin Yafi Rahmatullah Asmeati Asmeati Asri Sekar Mawar Firdausi Asri Sekar Mawar Firdausi Asrul Nur Budi Purnomo Saputro budi purnomo saputro Dwi Lestari Eka Muzalfitri Ridwan Fadilla , Kartika Tifania Fathi Habibatur Rahman Fathi Habibatur Rahman Firdausi, Asri Sekar Mawar Ginanjar, Dudung Hafidh Rifky Adiyatna Hamidah, Diana Rofi Hardiana, Shely Rizki Hendy Roesma Wardhana Ichsanudin, Muhammad Imam Prabowo, Imam Jayanti, Ansri M. Chothibul Umam Assa’ady Mawar Firdausi , Asri Sekar Meirani Harsasi Mustika Aryanti Nur Amin, Nur Nurmadhani Fitri Suyuthi Prabowo, Puspita Anggraeni Pradipa, Raditya Khayru Pranoto, Aditya Wahyu Primasari, Naresthi Sanusi, Nina Utami Setiawan, Ignatius Andre Setiawati, Anandia Ayu Setyani, Atik Shely Rizki Hardiana Shely Rizki Hardiana Sinta Putri Anggraini Subito, Junaptha Adrianto Sultan Tahang Tahang Tamrin, Andi Febriana Tantrianita, Rikma Tasrim, Tasrim Tri Wahyuningsih Widhy Tri Astuti Wisnalmawati Wisnalmawati Yoga Religia Yusriani Yusuf