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All Journal Jurnal Mantik International Journal of Applied Finance and Business Studies Journal Of Human And Education (JAHE) Indonesia Auditing Research Journal (JUMPER)
Feby Evelyna
Universitas Putra Bangsa, Indonesia
Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences Other

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The mediating role of HR practices to enhance the innovative capabilities of SMEs Siti Nur Azizah; Feby Evelyna
Jurnal Mantik Vol. 7 No. 4 (2024): February: Manajemen, Teknologi Informatika dan Komunikasi (Mantik)
Publisher : Institute of Computer Science (IOCS)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35335/mantik.v7i4.4551

Abstract

This research aims to determine the influence of organizational culture on innovative capabilities with human resource practices as a mediator. This quantitative descriptive research took the population of SME employees in Kebumen with the criteria of being a medium-sized business.Usually research on HR practices is carried out in large companies, but this research was carried out in SMEs that manage a minimum of 6-19 employees. The research results show that organizational culture does not influence innovative ability. However, HR practices that use the AMO concept have an impact on innovative capabilities. HR practices mediate the influence of organizational culture on innovative capabilities. This shows that through HR practices characterized by ability, motivation and opportunity, innovative capabilities can be increased. SME owners can benefit from good HR practice activities in their organization.
Enhance marketing performance trough heritage, sincerity and quality commitment Feby Evelyna; Kabul Trifiyanto
International Journal of Applied Finance and Business Studies Vol. 13 No. 1 (2025): June: Applied Finance and Business Studies
Publisher : Trigin Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35335/ijafibs.v13i1.341

Abstract

This study investigates the influence of brand authenticity dimensions on marketing performance in Central Java's batik industry. Despite UNESCO's recognition of batik as an Intangible Cultural Heritage and its strong export growth, batik entrepreneurs face challenges in developing effective marketing strategies amid increasing competition. Using a quantitative approach, we examined how three dimensions of brand authenticity—heritage, sincerity, and quality commitment—impact the marketing performance of batik enterprises. Data were collected from batik entrepreneurs in Central Java using a five-point Likert scale questionnaire and analyzed through SEM-PLS. Results revealed that the sincerity dimension significantly influences marketing performance, while heritage and quality commitment showed positive but non-significant relationships. These findings suggest that while all dimensions contribute to marketing performance, transparency, honesty, and genuine adherence to traditional values are particularly crucial for batik enterprises. The non-significant impact of heritage may indicate that cultural connections have become a baseline expectation rather than a differentiating factor in this industry. Similarly, quality commitment appears to function more as a necessary condition than a performance driver. This research contributes to brand authenticity theory by highlighting dimension-specific impacts in indigenous product contexts and offers practical guidance for batik entrepreneurs seeking to leverage authenticity for competitive advantage in markets increasingly favoring authentic, unique, and sustainable products.
 Enhancing teacher performance through competence and work discipline: The mediating role of work motivation Nilnal Muna; Siti Nur Azizah; Feby Evelyna; Aris Susetyo
International Journal of Applied Finance and Business Studies Vol. 13 No. 1 (2025): June: Applied Finance and Business Studies
Publisher : Trigin Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35335/ijafibs.v13i1.342

Abstract

The study was conducted to analyze the influence of teacher competence and work discipline on teacher performance through work motivation as an intervening variable at SMK Muhatammadiyah Kutowinangun. This research is a descriptive quantitative design, using 46 teachers as respondents by distributing questionnaires. This model used path analysis and data management tools, such as SPSS for Windows 25. The results of the study showed that competence and work discipline had a positive effect on work motivation. Competence, discipline, and work motivation had a positive impact on teacher performance. Work motivation mediates the influence of competence and work discipline on teacher performance. This finding provides an important contribution to the development of motivation theory, as well as being a practical reference for organizations in forming teacher discipline and competence.
The effects of digital literacy and product innovation on MSME marketing performance: The mediating role of digital marketing Feby Evelyna; Siti Nur Azizah
Indonesia Auditing Research Journal Vol. 15 No. 3 (2026): Auditing, Finance, IT Plan, IT Governance, Risk
Publisher : Institute of Accounting Research and Novation (IARN)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35335/arj.v15i3.706

Abstract

This study addressed the inconsistent findings and empirical gaps regarding the factors influencing micro, small, and medium enterprises (MSMEs) marketing performance. The investigation examined the direct effects of digital literacy and product innovation on marketing performance, alongside the mediating role of digital marketing. A quantitative approach was deployed, using purposive sampling to collect data from 140 MSME owners in Kebumen Regency who utilized digital applications. Data analysis was conducted using Structural Equation Modeling with the Partial Least Squares (SEM-PLS) approach. The results revealed that digital literacy and product innovation exerted positive and significant direct impacts on both digital marketing and marketing performance. Furthermore, the structural model analysis confirmed that digital marketing successfully mediated the relationships between digital literacy, product innovation, and marketing performance. Major findings indicated that technological readiness and product innovation yielded optimal contributions to business performance when executed through structured digital marketing platforms. Consequently, this study concluded that enhancing digital marketing strategies serves as a vital mechanism for MSMEs to leverage their digital capabilities and innovative products effectively to maximize market reach and boost overall marketing performance
The Influence of Social Media Marketing, Brand Awareness, and Customer Trust on Buying Decisions Gatot Wijayanto; Feby Evelyna; Umi Fadilah Fatoni; Wawan Nurdiansyah
Journal Management & Economics Review (JUMPER) Vol. 3 No. 10. 1 (2026): Special Issue: Call For Paper JUMPER
Publisher : Malaqbi Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59971/jumper.v3i10. 1.776

Abstract

This study aims to examine the influence of Social Media Marketing, Brand Awareness, and Customer Trust on Buying Decision. The study employed a quantitative approach using a survey method involving 250 respondents who had experience interacting with brands through social media and had made or considered making a purchase. Data were collected using a structured questionnaire with a five-point Likert scale and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The measurement model demonstrated satisfactory reliability and validity, while the structural model showed that the three independent variables collectively explained 68.7% of the variance in Buying Decision. The hypothesis testing results revealed that Social Media Marketing had a positive and significant influence on Buying Decision (β = 0.286; t = 4.521; p < 0.001). Brand Awareness also had a positive and significant influence on Buying Decision (β = 0.241; t = 3.876; p < 0.001). Furthermore, Customer Trust demonstrated the strongest positive and significant influence on Buying Decision (β = 0.418; t = 6.742; p < 0.001). These findings indicate that effective digital marketing activities, strong brand recognition, and consumer confidence are important factors in shaping purchasing decisions. The study suggests that businesses should integrate engaging social media marketing with consistent brand-building and trust-building strategies to strengthen consumer confidence and increase purchasing decisions.
Green Marketing and Eco-Labeling Strategies As An Effort to Build Brand Image And Tourist Loyalty In Eco-Tourism In Indonesia Septa Intiar; Kabul Trifiyanto; Feby Evelyna; Camelia Safitri; Tono Mahmudin
Journal Of Human And Education (JAHE) Vol. 6 No. 4 (2026): Journal of Human And Education (JAHE)
Publisher : Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/jh.v6i4.2858

Abstract

Eco-tourism in Indonesia faces critical challenges regarding environmental degradation, greenwashing, and shifting consumer preferences toward sustainable practices. This study examines the strategic role of green marketing mix and eco-labeling strategies in bolstering brand image and fostering tourist loyalty across key eco-tourism destinations in Indonesia. Grounded in the Stimulus-Organism-Response (SOR) framework and the Theory of Planned Structural Behavior (TPB), this empirical investigation utilizes a quantitative equation modeling (SEM-PLS) approach. Data were collected from 385 domestic and international eco-tourists visiting certified eco-tourism sites in Indonesia. The empirical findings reveal that green marketing strategies and eco-labeling significantly enhance the destination's brand image, which subsequently acts as a strong mediating mechanism in driving long-term tourist loyalty and repeat visitation. Furthermore, eco-labeling serves as a crucial signal of trust that mitigates perceived environmental risks and greenwashing skepticism among eco-conscious travelers. The theoretical contribution of this research extends the application of green branding literature to emerging market eco-tourism contexts, while the managerial implications provide actionable frameworks for eco-tourism operators, local communities, and policymakers in designing authentic, certified green experiences that balance ecological preservation with financial viability
Co-Authors Aris Susetyo Camelia Safitri Gatot Wijayanto Kabul Trifiyanto Mahmudin, Tono Nilnal Muna Septa Intiar Siti Nur Azizah Siti Nur Azizah Umi Fadilah Fatoni Wawan Nurdiansyah