Article Per Year (5 Year)
p-Index From 2021 - 2026
1.182
P-Index
This Author published in this journals
All Journal Jurnal EMT KITA Daengku: Journal of Humanities and Social Sciences Innovation Jurnal Pengabdian Masyarakat dan Riset Pendidikan PENG: Jurnal Ekonomi dan Manajemen
Asnawati
Universitas Mulawarman
Humanities Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Other

Published : 7 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 7 Documents
Search

 1 
The Effect of Electronic Service Quality on Customer Trust and Its Implication on Repurchase Intention of Online Travel Agency Customers Frans Sudirjo; Asnawati; Slamet Riyadi; Musran Munizu; Wa Ode Nur Ainun
Jurnal EMT KITA Vol 7 No 3 (2023): JULY 2023
Publisher : Lembaga Otonom Lembaga Informasi dan Riset Indonesia (KITA INFO dan RISET) - Lembaga KITA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35870/emt.v7i3.1110

Abstract

This study intends to determine how the quality of electronic services affects customer trust and how it affects e-commerce users' willingness to make additional purchases. This study approaches the topic of e-commerce research quantitatively. A sample of 100 e-commerce users' responses was used in this study. Using a questionnaire to obtain data. The findings indicated that the e-service quality variable affected consumer trust and repurchase intention to some extent. Repurchase intention is influenced by the customer trust factor. E-service quality and customer trust both influences repurchase intention simultaneously. Through consumer trust, inconsistent e-service quality has an indirect impact on customers' willingness to repurchase. More consumer data protection should be offered through e-commerce. It is advised that other variables and methodological approaches be used in future studies so that the scope and depth of study in the field of marketing can be increased
Optimalisasi Strategi Pemasaran Produk Halal Untuk Meningkatkan Daya Saing Pasar Siti Maria; Asnawati; Arvita Rahmawaty; Erwin Setiawan
Jurnal Pengabdian Masyarakat dan Riset Pendidikan Vol. 4 No. 4 (2026): Jurnal Pengabdian Masyarakat dan Riset Pendidikan Volume 4 Nomor 4 April - Juni
Publisher : Lembaga Penelitian dan Pengabdian Masyarakat

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/jerkin.v4i4.5852

Abstract

Pengabdian ini bertujuan untuk meningkatkan kemampuan pelaku usaha dalam mengoptimalkan strategi pemasaran produk halal guna memperkuat daya saing di pasar. Program ini dilaksanakan melalui kegiatan sosialisasi, edukasi, pelatihan, diskusi, serta pendampingan yang berfokus pada penguatan pemahaman mengenai konsep pemasaran produk halal, pemanfaatan media digital sebagai sarana promosi, serta pentingnya membangun identitas produk yang jelas dan terpercaya. Hasil kegiatan menunjukkan adanya peningkatan pemahaman pelaku usaha mengenai pemasaran yang tidak hanya terbatas pada aktivitas penjualan, tetapi juga mencakup upaya membangun citra produk, memilih media promosi yang tepat, dan menyampaikan informasi produk secara transparan kepada konsumen. Selain itu, kemampuan pelaku usaha dalam memanfaatkan teknologi digital untuk kegiatan pemasaran juga mengalami peningkatan, sehingga membuka peluang bagi produk halal untuk menjangkau pasar yang lebih luas. Program ini juga mendorong tumbuhnya kreativitas dalam mengembangkan strategi promosi, perbaikan tampilan produk, serta meningkatnya kepercayaan diri pelaku usaha dalam mengembangkan usahanya. Secara keseluruhan, kegiatan pendampingan ini memberikan dampak positif terhadap penguatan potensi daya saing produk halal melalui penerapan strategi pemasaran yang lebih terencana, inovatif, dan adaptif terhadap perkembangan pasar.
The Effect of Digital Marketing and Product Innovation on MSME Sales Performance in the Digital Economy Era Titis Sri Wulan; Dewi Agustina Solihin; Putri Ayu Permata Devi; Saida Zainurossalamia ZA; Asnawati
Daengku: Journal of Humanities and Social Sciences Innovation Vol. 5 No. 6 (2025)
Publisher : PT Mattawang Mediatama Solution

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35877/454RI.daengku4604

Abstract

This study investigates the effects of digital marketing capability and product innovation capability on sales performance among Indonesian micro, small, and medium enterprises (MSMEs) in the digital economy era. Using a quantitative, explanatory design, data were collected through a structured survey of MSME owners/managers and analyzed using ordinary least squares (OLS) regression in EViews. Sales performance was operationalized as a sales-oriented metric suitable for econometric estimation, while digital marketing and product innovation were measured as composite indices derived from Likert-scale items capturing routine execution and renewal intensity. Classical assumption diagnostics were conducted to support valid inference, including residual normality, heteroskedasticity, and multicollinearity checks; where needed, White robust standard errors were applied to address heteroskedasticity. The results demonstrate that both digital marketing capability and product innovation capability have positive and statistically significant relationships with MSME sales performance. Digital marketing capability shows a slightly stronger estimated effect, indicating that consistent digital routines—such as channel orchestration, content discipline, responsive customer interaction, and basic performance monitoring—are closely linked to improved sales outcomes. Product innovation capability also contributes significantly, suggesting that continuous renewal through quality improvement, new variants, and packaging/design enhancements strengthens differentiation and supports sales growth. The findings imply that MSME competitiveness in digital markets is best supported by integrating market-facing execution (digital marketing) with value reinforcement (product innovation), rather than relying on platform adoption alone. Practically, MSMEs should institutionalize measurable digital marketing processes while embedding structured innovation cycles that convert market feedback into product renewal. Policymakers and support institutions should prioritize capability-building programs tied to measurable performance outcomes. Future research may extend this model using longitudinal data and sector-specific moderators to capture delayed innovation effects and sustainability of sales gains. Keywords: digital marketing capability; product innovation capability; sales performance; MSMEs; digital economy; Indonesia.
Pengaruh Harga dan Kualitas Produk Terhadap Kepuasan Konsumen di Fore Coffee Samarinda Achmad Cheppy Baruna Mulki; Asnawati
PENG: Jurnal Ekonomi dan Manajemen Vol. 2 No. 3 (2025): Juli-September, Education, Economic dan Social Studies
Publisher : Teewan Journal Solutions

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62710/ms2zjb77

Abstract

This research aim to determine the effect of price and product quality on consumer satisfaction at Fore Coffee Samarinda. The independent variables in this research are price and product quality, while the dependent variable is consumer satisfaction. The Population in this study were consumers at Fore Coffee Samarinda with sample determination using a non-probability sampling method with purposive sampling technique with a total of 110 respondents. This research is quantitative. Data analysis in this research uses the multiple linear regression analysis method using the IBM Statistical product and Service Solution (SPSS) Statistics version 25 program. The results of this research show that the influence of price and product quality has a positive and significant effect on consumer satisfaction at Fore Coffee Samarinda .
Pengaruh Online Customer Review Harga dan Promosi Terhadap Keputusan Pembelian di Tokopedia Hasan Hidayatullah Akbar; Asnawati
PENG: Jurnal Ekonomi dan Manajemen Vol. 2 No. 3 (2025): Juli-September, Education, Economic dan Social Studies
Publisher : Teewan Journal Solutions

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62710/wkkzec77

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh online customer review, harga, dan promosi terhadap keputusan pembelian di Tokopedia. Metode yang digunakan adalah pendekatan kuantitatif dengan populasi pengguna Tokopedia di Samarinda. Data dikumpulkan melalui kuesioner yang disebarkan kepada 97 responden. Hasil analisis regresi linier berganda menunjukkan bahwa secara simultan, online customer review, harga, dan promosi berpengaruh signifikan terhadap keputusan pembelian dengan nilai signifikansi F sebesar 0,000. Namun, secara parsial, hanya promosi yang memiliki pengaruh signifikan terhadap keputusan pembelian (t hitung = 3,559; p < 0,05), sementara online customer review dan harga tidak menunjukkan pengaruh signifikan. Temuan ini mengindikasikan bahwa promosi yang menarik, seperti cashback dan diskon, lebih berpengaruh dalam mendorong keputusan pembelian dibandingkan dengan ulasan pelanggan dan harga. Penelitian ini memberikan wawasan bagi pemasar di Tokopedia untuk lebih fokus pada strategi promosi dalam meningkatkan keputusan pembelian konsumen.  
Pengaruh Brand Ambassador  Dan Social Media Marketing Serta Online Customer Review Terhadap Keputusan Pembelian Produk Di Shopee M Alwan Rosyidi; Asnawati
PENG: Jurnal Ekonomi dan Manajemen Vol. 2 No. 3 (2025): Juli-September, Education, Economic dan Social Studies
Publisher : Teewan Journal Solutions

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62710/qg3mf377

Abstract

This study aims to analyze the effect of Brand Ambassadors, Social Media Marketing, and Online Customer Reviews on product purchasing decisions at Shopee, especially among users in Samarinda City. The method used is a quantitative approach with descriptive and explanatory design, involving 108 respondents selected through purposive sampling technique. Data was collected using a questionnaire with a 5-point Likert scale. The results of the analysis show that Brand Ambassador has no significant influence on purchasing decisions, with a t-count value of 0.818 and a significance of 0.415. In contrast, Social Media Marketing and Online Customer Review are proven to have a significant influence on purchasing decisions, with t-count values of 4.713 (significance 0.000) and 4.734 (significance 0.000), respectively. The coefficient of determination (Adjusted R²) shows that 54% of the variation in purchasing decisions can be explained by these three variables. These findings emphasize the importance of marketing strategies through social media and customer reviews in influencing purchasing decisions on e-commerce platforms.
Pengaruh Fitur Layanan, Persepsi Kemudahan dan Kepercayaan Terhadap Kepuasan Pelanggan Maxim di Kota Samarinda Yohanes Beda Teluma; Asnawati
PENG: Jurnal Ekonomi dan Manajemen Vol. 2 No. 3 (2025): Juli-September, Education, Economic dan Social Studies
Publisher : Teewan Journal Solutions

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62710/j8shd029

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh fitur layanan, persepsi kemudahan, dan kepercayaan terhadap kepuasan pelanggan aplikasi transportasi online Maxim di Kota Samarinda. Metode yang digunakan adalah dengan pendekatan kuantitatif, data dikumpulkan melalui kuisioner yang disebarkan kepada 100 responden yang merupakan pengguna aplikasi Maxim. Hasil analisis regresi linear berganda menunjukkan bahwa fitur layanan dan kepercayaan memiliki pengaruh signifikan terhadap kepuasan pelanggan, dengan nilai t hitung masing-masing sebesar 5.659 dan 5.254, serta tingkat signifikansi di bawah 0.05. Sebaliknya, persepsi kemudahan tidak menunjukkan pengaruh signifikan terhadap kepuasan pelanggan, dengan nilai t hitung 1.509 dan signifikansi 0.135. Koefisien determinasi menunjukkan bahwa 78% variasi dalam kepuasan pelanggan dapat dijelaskan oleh ketiga variabel independen dalam penelitian ini. Penelitian ini memberikan wawasan bagi perusahaan Maxim untuk terus meningkatkan fitur layanan dan membangun kepercayaan pelanggan guna meningkatkan kepuasan pengguna.
Co-Authors Achmad Cheppy Baruna Mulki Arvita Rahmawaty Dewi Agustina Solihin Erwin Setiawan Frans Sudirjo Hasan Hidayatullah Akbar M Alwan Rosyidi Musran Munizu Putri Ayu Permata Devi Siti Maria Slamet Riyadi Titis Sri Wulan Wa Ode Nur Ainun Yohanes Beda Teluma ZA, Saida Zainurossalamia