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All Journal JURNAL MANAJEMEN MOTIVASI JURNAL NUSANTARA APLIKASI MANAJEMEN BISNIS To Maega: Jurnal Pengabdian Masyarakat Community Empowerment Jurnal Abdimas Indonesia : Jurnal Abdimas Indonesia Jurnal Ekonomi dan Bisnis Digital Journal of Industrial System Engineering and Management Amkop Management Accounting Review (AMAR) Research Horizon SENAPAS IMPACTS: International Journal of Empowerment and Community Services Conference Proceedings International Conference on Education Innovation and Social Science Ecoducation Jurnal manajemen dan bisnis (Performa)
Nurul Myristica Indraswari
Universitas Sarjanawiyata Tamansiswa
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Mathematics Public Health Social Sciences Transportation Other

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Analisis Purchasing Intention Melalui Penggunaan Augmented Reality Di Aplikasi Belanja Online Hutami, Lusia Tria Hatmanti; Maharani, Bernadetta Diansepti; Indraswari, Nurul Myristica
Jurnal Nusantara Aplikasi Manajemen Bisnis Vol 8 No 2 (2023): Jurnal Nusantara Aplikasi Manajemen Bisnis
Publisher : UNIVERSITAS NUSANTARA PGRI KEDIRI

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29407/nusamba.v8i2.18466

Abstract

Research aim: This study aims to analyze consumers' online purchase intentions by adopting AR technology in online sales applications in Indonesia. The main objective of this study is to analyze the extent of the influence of perceived ease of use, the effect of perceived pleasure, and the influence of personal innovation on attitudes towards AR in online purchasing as a mediating variable with online purchase intention being the dependent variable. Design/Methode/Approach: The research method used in this research is path analysis using the AMOS program before the path analysis goodness of fit test is performed to test the model's fit. The sampling method used is non-probability sampling with the purposive sampling method. The sampling criteria used in this study are consumers who are interested in buying using AR technology or have used AR technology in online shopping applications. Research Finding: People feel that AR technology makes purchasing easier. People who tend to be open to using AR technology are people who have a high level of innovation. This result of the research filled the gap of the use of technology involvement in the marketing area. Theoretical contribution/Originality: Based on these results, The contribution of the research is to bring clarity and development of the technology involved in the marketing field, particularly the use of AR technology. Practitioner/Policy implication: The implications for companies need to make appropriate and fun promotional strategies such as advertising with the aim of building positive attitudes of prospective consumers towards the use of AR in e-commerce media and providing instructions for using AR technology in an interesting way, for example by collaborating with celebrities or celebrity endorsers. Research limitation: This research is limited to shopping applications only. So it is necessary further to investigate the use of AR in other applications.
The Effect of Customer Expectations and Perceived Enjoyment on Repurchase Intention with Satisfaction as a Mediating Variable among TikTok Shop Users in the Special Region of Yogyakarta Nugroho, Aditya; Kusuma Ningrum, Nonik; Indraswari, Nurul Myristica
Amkop Management Accounting Review (AMAR) Vol. 5 No. 2 (2025): July - December
Publisher : Sekolah Tinggi Ilmu Ekonomi Amkop Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37531/amar.v5i2.3469

Abstract

The development of social media has driven the transformation of online shopping behaviour, one of which is through the TikTok Shop feature that integrates entertainment content and e-commerce activities, particularly through TikTok live streaming. This study aims to analyse the influence of customer expectations and perceived enjoyment on repurchase intention, with satisfaction as a mediating variable, among TikTok Shop users in the Special Region of Yogyakarta. A quantitative method was used, with data collected through a questionnaire distributed to 154 respondents who shopped through TikTok live streaming. Data analysis was performed using with SmartPLS version 4 software. The results show that customer expectations do not have a positive and significant effect on repurchase intention. However, perceived enjoyment has a positive and significant effect on repurchase intention. In addition, this study found that satisfaction fully mediates the relationship between customer expectations and repurchase intention. Meanwhile, satisfaction also acts as a partial mediator in the effect of perceived enjoyment on repurchase intention. These findings indicate that an enjoyable shopping experience and customer satisfaction play an important role in encouraging repurchase intention on TikTok Shop.
Intellectual Assets, CSR, and Innovation Performance of MSMEs in Bandung Regency Mayanti, Yuni; Mintarsih, Mimin; Indraswari, Nurul Myristica
Research Horizon Vol. 5 No. 6 (2025): Research Horizon - December 2025
Publisher : LifeSciFi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54518/rh.5.6.2025.841

Abstract

Innovation is essential for the survival and growth of Micro, Small, and Medium Enterprises (MSMEs) amid global competition, particularly in Bandung Regency, a center of the creative economy in West Java. This study aims to analyze the role of intellectual assets and Corporate Social Responsibility (CSR) in enhancing MSME innovation performance. A qualitative descriptive method was applied through observations and interviews with ten MSMEs of varying scales. The findings reveal that intellectual assets comprising human, structural, and relational capital serve as primary drivers of innovation. Human capital stimulates creativity through knowledge and skills, structural capital ensures organizational support for continuous innovation, and relational capital facilitates collaboration with stakeholders. Integrating intellectual assets with CSR practices strengthens social legitimacy and fosters sustainable innovation aligned with the triple bottom line (people, planet, profit). CSR implementation not only improves corporate image but also promotes eco-innovation, cost efficiency, and product differentiation. The study concludes that the synergy between intellectual assets and CSR generates a unique, hard-to-imitate competitive advantage, shifting MSME innovation orientation from mere profit toward socio-environmental sustainability. These findings emphasize that strategic management of intellectual capital and CSR can serve as a foundation for MSMEs to compete in national and global markets.
THE EFFECT OF BRAND EXPERIENCE AND TRUST ON CUSTOMER LOYALTY THROUGH BRAND ATTACHMENT Nurul Myristica Indraswari; Tri Ratna Purnamarini; Auliya Rosiana
Jurnal Manajemen dan Bisnis Performa Vol. 23 No.1 (2026)
Publisher : UPT Publikasi Ilmiah UNISBA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/performa.v23i1.8186

Abstract

This research aims to examine a person’s loyalty to a smartphone brand in terms of the internal stimulus of brand trust and the external stimulus of brand experience. In addition, another goal is to examine the interaction of brand attachment, which plays a mediating role in the relationship between brand experience and brand loyalty, as well as in the relationship between brand trust and brand loyalty. The methodology employed involves collecting primary data through purposive sampling from 195 respondents who have used a specific smartphone brand. The results indicate that brand experience and brand trust significantly influence brand attachment, which in turn contributes to brand loyalty. It also shows that brand attachment mediates both the relationship between brand experience and brand loyalty and the relationship between brand trust and brand loyalty. This research reveals that there has not been a clear enough understanding of the key role of both internal and external stimuli in a comprehensive model to create brand loyalty through brand attachment, based on the Stimuli-Organism-Response (SOR) theory. This research provides important implications for brand managers and the smartphone industry stakeholders in developing an effective marketing strategy to increase brand loyalty and support the achievement of smartphone brand competitive advantages.
Pengaruh Green Governance Terhadap Sustainable Human Resource Management dan Organizational Performance dengan Digital Transformation sebagai Variabel Mediasi: The Influence of Green Governance on Sustainable Human Resource Management and Organizational Performance with Digital Transformation as a Mediating Variable Rosiana, Auliya; Purnamarini, Tri Ratna; Indraswari, Nurul Myristica
Economic and Education Journal (Ecoducation) Vol. 8 No. 2 (2026): Economic and Education Journal (Ecoducation)
Publisher : Pendidikan Ekonomi, Universitas Insan Budi Utomo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33503/ecoducation.v8i2.2798

Abstract

Penelitian ini mengkaji pengaruh Green Governance (GG) terhadap Sustainable Human Resource Management (SHRM) dan Organizational Performance (OP), dengan Digital Transformation (DT) sebagai variabel mediasi di Dinas Pertanian Yogyakarta. Berlandaskan pada Pandangan Berbasis Sumber Daya atau Resource-Based View (RBV), penelitian ini bertujuan untuk menjelaskan bagaimana praktik GG dan kemampuan digital berfungsi sebagai sumber daya strategis yang memperkuat praktik SDM berkelanjutan dan hasil organisasi. Dengan menggunakan metode survei kuantitatif, data dikumpulkan dari 37 karyawan dan dianalisis melalui statistik deskriptif, pengujian validitas dan reliabilitas, serta regresi berganda dengan analisis mediasi menggunakan SPSS. Hasil penelitian menunjukkan bahwa GG secara signifikan meningkatkan DT, SHRM, dan OP, sementara DT juga memiliki pengaruh positif yang nyata terhadap SHRM dan hasil organisasi. Lebih lanjut, DT terbukti memediasi hubungan antara GG dan SHRM serta OP. Temuan ini menyoroti bahwa mengintegrasikan digitalisasi dengan tata kelola yang berorientasi lingkungan dapat memperkuat keberlanjutan SDM, meningkatkan efektivitas operasional, dan mendukung daya saing organisasi jangka panjang di sektor pertanian publik. Studi ini menawarkan kontribusi teoritis untuk pengembangan RBV dan implikasi praktis untuk merancang kebijakan hijau berbasis digital di lembaga publik.
PENGARUH CONTENT MARKETING DAN CELEBRITY ENDORSER TERHADAP PURCHASE INTENTION DENGAN ATTITUDE SEBAGAI VARIABEL MEDIASI (Studi Pada Skincare Glad2Glow di Yogyakarta) Alda Kaniza, Yosy; Cahya, Agus Dwi; Indraswari, Nurul Myristica
JURNAL MANAJEMEN MOTIVASI Vol 22 No 2 (2026): Jurnal Manajemen Motivasi
Publisher : Universitas Muhammadiyah Pontianak

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29406/jmm.v22i2.9283

Abstract

This study analyzes the influence of content marketing and celebrity endorsers on purchase intention, with attitude as a mediating variable among Glad2Glow skincare consumers in Yogyakarta. A quantitative approach was applied, with 183 respondents selected through purposive sampling. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results show that content marketing and celebrity endorsers have a positive and significant effect on both purchase intention and attitude, and that attitude has a positive and significant effect on purchase intention. Attitude also mediates the effect of content marketing and celebrity endorsers on purchase intention. Keywords: Content Marketing; Celebrity Endorser; Attitude; Purchase Intention; Glad2Glow
PENGARUH PERCEIVED USEFULNESS, PERCEIVED EASE OF USE, ATTITUDE TOWARD USING TERHADAP BEHAVIORAL INTENTION TO USE PADA PENGGUNA NON TUNAI SHOPEEPAY DI YOGYAKARTA Angellia Annakke Setiawan; Cahyani, Putri Dwi; Indraswari, Nurul Myristica
JURNAL MANAJEMEN MOTIVASI Vol 22 No 2 (2026): Jurnal Manajemen Motivasi
Publisher : Universitas Muhammadiyah Pontianak

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29406/jmm.v22i2.9306

Abstract

This study analyzes the influence of perceived usefulness, perceived ease of use, and attitude toward using on behavioral intention to use among ShopeePay users in Yogyakarta. A quantitative approach was applied, with 170 respondents selected through purposive sampling, and data were analyzed using PLS-SEM with SmartPLS. The results show that perceived usefulness and perceived ease of use have no significant direct effect on behavioral intention to use, but both have a positive and significant effect on attitude toward using, which significantly affects behavioral intention to use and mediates the influence of both variables.
The Capacity Building of Smes in Semanu, Gunung Kidul Through Digital Marketing Socialization and Training Syamsul Hadi; Sugiyamin Syamsul; Anselmus Sudirman; Lina Setiawati; Nur Rokhman; Nurul Myristica Indraswari
IMPACTS: International Journal of Empowerment and Community Services Vol. 1 No. 2 (2023)
Publisher : Faculty of Economics Universitas Sarjanawiyata Tamansiswa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30738/impacts.v1i2.14168

Abstract

Purpose ­ This community service aims to socialize and train appropriate Digital Marketing strategies for SMEs in Padukuhan Pragak, Semanu Gunung Kidul, to increase competition and adaptive capacity. Methods - Participatory Rural Appraisal (PRA) is used in community service to develop the community's potential. Result and discussions - Numerous potentials must be developed; this service process is divided into three stages: pre-implementation, implementation, and evaluation of the service program managed to carry out. Conclusion - Avoid being stuck in one's comfort zone by constantly innovating in products, distribution channels, various marketing networks, increasing knowledge, and being active in charitable contributions.
Co-Authors Aditya Nugroho Agaphe Christian Abinowo Agus Dwi Cahya Agustinus Eko Susetyo Alda Kaniza, Yosy Alexander Alexander Angellia Annakke Setiawan Anselmus Sudirman Ardianti, Pipit Auliya Rosiana Auliya Rosiana Enggar Kartika Cahyaning Flora Grace Putrianti Hutami, Lusia Tria Hatmanti Laras Ayu Wulandari Lina Setiawati Linda Yani Maharani, Bernadetta Diansepti Marsinta, Ana Kardiya Miftakhul Lutvianto Mintarsih, Mimin Nonik Kusuma Ningrum Nur Rokhman Pristin Prima Sari Pujianingsih, Esti Dwi Purnamarini, Tri Ratna Putri Dwi Cahyani, Putri Dwi Qori'ah Maulana Iqbal Quế-Nhu, Dương Rini Eka Sari Riwik Natalia Salma Salsabila Iswandari Sri Ayem Suddin Lada Sugiyamin Supatman Supatman Syamsul Hadi Syamsul Ma’arif Tri Ratna Purnamarini Umi Wahidah Yuni Mayanti