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All Journal Arthatama: Journal of Business Management and Accounting
Audita Nuvriasari
Universitas Mercu Buana Yogyakarta, Indonesia
Economics, Econometrics & Finance

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The Influence of Green Marketing Mix, Brand Image, and Buying Motivation on Buying Interest in Cosmetics Products Tika Firayanti; Audita Nuvriasari
Arthatama: Journal of Business Management and Accounting Vol. 9 No. 2 (2025)
Publisher : LifeSciFi

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Indonesia's cosmetic industry is growing rapidly, shown by the wide variety of products from both local and international brands. This study aims to analyze the influence of the Green Marketing Mix, Brand Image, and Purchase Motivation on consumer interest in eco-friendly cosmetic products. A quantitative method was used with 100 respondents selected through non-probability sampling. The results showed that the Green Marketing Mix did not have a positive and significant impact on consumer purchase interest. On the other hand, Brand Image had a positive and significant influence, meaning that consumers' positive perception of a brand plays an important role in increasing their interest in eco-friendly products. Meanwhile, Purchase Motivation also did not show a positive and significant effect on consumer interest. These findings suggest that in the Indonesian cosmetic market, a strong brand image is more effective in attracting consumer interest in green products than green marketing strategies or individual motivations to buy.
Personal, Social, and Lifestyle Factors Influencing Male Purchase Intentions in Beauty Clinics Tuminah; Audita Nuvriasari
Arthatama: Journal of Business Management and Accounting Vol. 9 No. 2 (2025)
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In recent years, an increasing awareness of appearance among men has led to a rise in their interest in beauty clinic services. This shift underscores the importance of understanding the factors that influence male consumers’ purchase intentions in this industry. This study aims to analyze the influence of personal factors, social media marketing, and lifestyle on male consumers ‘purchase intentions for beauty clinic services. This study used a quantitative approach with a purposive sampling technique, involving 100 male respondents who completed a distributed questionnaire. Instrument testing confirmed the validity and reliability of the data. Furthermore, classical assumption tests indicated that the data were normally distributed and the regression model was free from multicollinearity and heteroscedasticity. The results showed that all three independent variables had a significant and positive influence on the purchase intentions of male consumers. Specifically, personal factors, social media marketing, and lifestyle were found to have a significant influence on the decision to use beauty clinic services. In conclusion, these findings underscore the importance of considering these three aspects when targeting male consumers in the beauty sector, particularly to refine marketing strategies and enhance customer engagement in urban areas.
The Effect of Green Market Orientation, Environmental Awareness, and Innovation on MSME Marketing Performance Muhammad Galih Wicaksana; Audita Nuvriasari
Arthatama: Journal of Business Management and Accounting Vol. 9 No. 2 (2025)
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The growing emphasis on sustainability has driven Micro, Small, and Medium Enterprises to adopt green business practices, particularly in regions like Yogyakarta with eco-conscious markets. This study aims to analyze the influence of green market orientation, environmental awareness, and green innovation on the marketing performance of green product Micro, Small, and Medium Enterprises in the Special Region of Yogyakarta. A quantitative survey with an associative approach was employed, collecting data from 100 leaders of green Micro, Small, and Medium Enterprises using purposive sampling. The results showed that green market orientation, environmental awareness, and green innovation each have a positive and significant effect on marketing performance, explaining 48.6% of its variability. Green market orientation integrates sustainability into business strategies, environmental awareness reflects attention to ecological impacts, and green innovation fosters eco-friendly product development. These findings suggest that Micro, Small, and Medium Enterprises can enhance sales, market share, and customer satisfaction by prioritizing sustainable practices. The study provides strategic insights for green Micro, Small, and Medium Enterprises to strengthen competitiveness and contributes to the academic understanding of sustainable marketing in localized contexts.
The Influence of Green Product Attributes, Consumer Characteristics, and Environmental Awareness on Sosoft Detergent Purchase Intention Natasya Citra Pramesti; Audita Nuvriasari
Arthatama: Journal of Business Management and Accounting Vol. 9 No. 2 (2025)
Publisher : LifeSciFi

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Increasing environmental concerns have driven demand for eco-friendly products, particularly among young consumers in urban areas like Yogyakarta. This study aims to analyze the influence of green product attributes, personal factors, and environmental awareness on the purchase intention of Sosoft eco-friendly detergent. The research employs a quantitative approach, collecting data through questionnaires from 100 respondents aged 17 to 31 years, selected using purposive sampling to target individuals familiar with Sosoft and active on social media platforms. Data analysis includes descriptive statistics, multiple linear regression, and diagnostic tests for validity, reliability, normality, multicollinearity, and heteroscedasticity. Findings reveal that green product attributes and environmental awareness significantly influence purchase intention, explaining 34.1% of its variance, while personal factors, such as income and lifestyle, show no significant effect, likely due to economic constraints among young consumers. The results highlight the importance of promoting eco-friendly features and environmental awareness through social media to boost Sosoft’s appeal. Future research should explore additional factors like price sensitivity and expand the sample beyond Yogyakarta to enhance understanding of green product adoption.
The Effect of Job Involvement, HR Development Programs, and Work Motivation on Employee Job Satisfaction Amalina Apriyan Della Nabella; Audita Nuvriasari
Arthatama: Journal of Business Management and Accounting Vol. 9 No. 2 (2025)
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In the context of increasing business competition, employee job satisfaction plays a crucial role in supporting organizational sustainability and performance. Job satisfaction is influenced by several internal factors, including job engagement, human resource development programs, and work motivation. This study aims to analyze the influence of job engagement, human resource development programs, and work motivation on employee job satisfaction at PT Habbie Bangun Aromatik. This study employed a quantitative approach using a survey method. Data were collected through questionnaires distributed to employees and analyzed using statistical techniques. The results showed that job engagement and human resource development programs had a positive but insignificant effect on employee job satisfaction. Conversely, work motivation showed a significant effect on job satisfaction. These findings suggest that employee work motivation in their work is a major determinant of job satisfaction. Therefore, it is concluded that management should focus on strengthening employee work motivation to improve employee job satisfaction and support organizational performance.
The Effect of Employee Engagement, Organizational Commitment, and Work Motivation on Organizational Citizenship Behavior Michael Bryan Putra Cristian; Audita Nuvriasari
Arthatama: Journal of Business Management and Accounting Vol. 9 No. 2 (2025)
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Organizational Citizenship Behavior (OCB) plays a vital role in enhancing organizational effectiveness, particularly in work environments that demand high collaboration and responsibility, making it important to understand the factors that encourage employees to engage in extra-role behaviors. This study aims to examine the effect of employee engagement, organizational commitment, and work motivation on OCB. Using a quantitative approach, data were collected through a structured questionnaire and analyzed using regression analysis to determine the influence of each independent variable. The findings indicate that employee engagement and work motivation have a positive and significant effect on OCB, showing that employees who feel psychologically involved in their work and are highly motivated tend to display stronger voluntary behaviors that support organizational goals. In contrast, organizational commitment does not have a significant effect on OCB, as the dominant form of commitment is continuance-based, which encourages employees to focus on formal job requirements rather than discretionary contributions. The study concludes that efforts to foster OCB should prioritize strengthening employee engagement and work motivation rather than relying solely on organizational commitment.
The Influence of Customer Experience, Green Brand Image, and Green Product Quality on Green Customer Loyalty of Cosmetic Products Candrawati Kartika Wijaya; Audita Nuvriasari
Arthatama: Journal of Business Management and Accounting Vol. 9 No. 2 (2025)
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The rapid growth of Indonesia’s cosmetics industry and the shift toward sustainable products make green customer loyalty, influenced by customer experience, brand image, and product quality, crucial for brands to remain competitive and build long-term sustainable relationships. This research investigates the impact of customer experience, green brand image, and green product quality on green customer loyalty of cosmetic products. The study involved a sample of 100 respondents. Data were collected using a non-probability sampling approach, with a questionnaire serving as the research instrument. The instrument test results confirmed that the data were both valid and reliable. According to the Classical Assumption Tests, the data are normally distributed, and the regression model is free from multicollinearity and heteroscedasticity issues. The study’s findings reveal that customer experience and green brand image positively and significantly affect green customer loyalty. In contrast, green product quality does not have significant effect on green customer loyalty. The findings imply that enhancing customer experience and strengthening green brand image are critical strategies for increasing green customer loyalty, while green product quality alone may not significantly influence loyalty for cosmetic products.
The Influence of Celebrity Endorsement, Content Marketing, and Brand Trust on Generation Z’s Purchase Intention in Shopee Praba Phatriscia; Audita Nuvriasari
Arthatama: Journal of Business Management and Accounting Vol. 9 No. 2 (2025)
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The rapid growth of e-commerce has intensified competition among skincare brands on Shopee, where Generation Z represents a significant consumer segment. Understanding the determinants of their purchase intention is essential for developing effective digital marketing strategies. This study aims to examine the influence of celebrity endorsement, content marketing, and brand trust on Generation Z’s purchase intention toward skincare products on Shopee. A quantitative approach was employed using a survey of 100 respondents selected through non-probability sampling. Data were collected using a structured questionnaire and analyzed using multiple linear regression. The results confirmed that all instruments were valid and reliable, and the classical assumption tests indicated that the data were normally distributed and free from multicollinearity and heteroscedasticity. The findings show that celebrity endorsement and brand trust have a positive and significant effect on purchase intention, while content marketing does not significantly influence purchase intention. These results highlight the importance of credible endorsers and strong brand trust in shaping Generation Z’s purchasing decisions. The study provides practical insights for skincare brands to prioritize trust-building strategies and effective endorsement in online marketplaces.
The Influence of Green Entrepreneurship Orientation, Green Market Orientation, and Organizational Support on the Adoption of Green Innovations Anjelina Sirin; Audita Nuvriasari
Arthatama: Journal of Business Management and Accounting Vol. 9 No. 2 (2025)
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Environmental sustainability has become a critical concern for MSMEs, particularly in the natural dye batik industry in the Special Region of Yogyakarta. This study aims to examine the influence of green entrepreneurial orientation, green market orientation, and organizational support on the adoption of green innovations. A total of 100 MSME owners were surveyed using a non-probability sampling method through structured questionnaires. Instrument testing confirmed that all items were valid and reliable, while classical assumption tests indicated normally distributed data and a regression model free from multicollinearity and heteroscedasticity. The results reveal that green entrepreneurial orientation, green market orientation, and organizational support each have a significant positive effect on the adoption of green innovations. These findings suggest that fostering environmentally oriented entrepreneurial and market practices, supported by organizational backing, can enhance the adoption of sustainable innovations among batik MSMEs. This study contributes to both theory and practice by highlighting the key organizational and market factors that promote green innovation adoption in traditional craft industries.
The Influence of Product Innovation, Marketing Innovation, and Organizational Climate on The Marketing Performance of Convection MSMES Tafrikhan Zulqarnain Oase; Audita Nuvriasari
Arthatama: Journal of Business Management and Accounting Vol. 9 No. 2 (2025)
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MSMEs play a crucial role in the Indonesian economy, particularly in providing employment opportunities and fostering regional economic growth. This study aims to analyze the influence of product innovation, marketing innovation, and organizational climate on the marketing performance of conventional MSMEs in Boyolali. This study uses a quantitative, cross-sectional design. The population comprises convection MSME owners and managers in Boyolali Regency, Central Java, with 100 respondents selected through purposive sampling based on specific criteria. Data collection was obtained through questionnaires distributed to respondents face-to-face. The data analysis tool uses multiple linear regression. The results of the study show that product innovation, marketing innovation, and organizational climate have a positive and significant effect on the marketing performance of MSMEs. This research supports the Resource-Based View (RBV) theory, which emphasizes the importance of capabilities and internal resources in improving marketing performance.
Co-Authors Amalina Apriyan Della Nabella Anjelina Sirin Candrawati Kartika Wijaya Michael Bryan Putra Cristian Muhammad Galih Wicaksana Natasya Citra Pramesti Praba Phatriscia Sefulah Tafrikhan Zulqarnain Oase Tika Firayanti Tuminah