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

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The Effect of Brand Experience, Brand Awareness, and E-Word of Mouth on Customer Engagement of Cafe Customers in Yogyakarta Sefulah; Audita Nuvriasari
Arthatama: Journal of Business Management and Accounting Vol. 9 No. 2 (2025)
Publisher : LifeSciFi

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Abstract

The rapid growth of cafés in Yogyakarta has intensified competition, making customer engagement crucial for sustaining loyalty and repeat purchases. In a digital environment, brand experience, brand awareness, and e-Word of Mouth (e-WOM) are key factors influencing how customers connect with cafe brands. This study aims to analyze the influence of brand experience, brand awareness, and e-WOM on customer engagement among cafe customers in Yogyakarta. The study uses a quantitative survey approach. The research sample consisted of 100 respondents who were users and buyers of cafe products or services in Yogyakarta, with the sampling technique using purposive sampling. The instrument tests confirmed that all data were valid and reliable, and the classical assumption tests indicated that the data were normally distributed with no multicollinearity or heteroscedasticity in the regression model. The results of the study showed that brand awareness and e-WOM partially had a positive and significant effect on customer engagement among cafe customers in Yogyakarta, while brand experience had no significant effect on customer engagement. These findings imply that cafés should prioritize strengthening brand visibility and encouraging positive online reviews to enhance engagement, as digital presence appears more influential than experiential factors alone.
The Influence of Self-Efficacy, Work–Life Balance, and Job Satisfaction on Employee Performance Isa Tamala; Audita Nuvriasari
Economic and Business Horizon Vol. 5 No. 1 (2026): January
Publisher : LifeSciFi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54518/ebh.5.1.2026.934

Abstract

Employee performance plays a vital role in organizational effectiveness, yet it may decline due to low self-efficacy, poor work–life balance, and inadequate job satisfaction, therefore, this study aims to analyze the influence of self-efficacy, work-life balance, and job satisfaction on employee performance. This research employed a quantitative approach with a saturated sampling technique involving 83 employees, with data collected through questionnaires and analyzed using instrument testing, classical assumption tests, multiple linear regression analysis, t-tests, and the coefficient of determination (R²). The findings reveal that self-efficacy, work–life balance, and job satisfaction have positive and significant effects on employee performance, where self-efficacy enhances confidence and task accomplishment, work–life balance supports productivity through emotional well-being, and job satisfaction emerges as the most dominant factor related to compensation, work relationships, and career development. The adjusted R² value of 0.855 indicates that 85.5% of the variation in employee performance is explained by the three variables, suggesting that improving these factors is essential for enhancing overall performance.
The Influence of Affiliate Marketing, Online Reviews, and Product Knowledge on Skincare Purchase Decisions on TikTok Shop Fiya Farha Kholida; Audita Nuvriasari
Economic and Business Horizon Vol. 5 No. 1 (2026): January
Publisher : LifeSciFi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54518/ebh.5.1.2026.1014

Abstract

The intensifying competition within the skincare industry has encouraged businesses to optimize digital marketing strategies in order to attract consumer attention and influence purchasing decisions on e-commerce platforms. TikTok Shop, as a rapidly growing digital marketplace, provides a relevant context for examining contemporary consumer behavior. This study aims to analyze the effects of affiliate marketing, online customer reviews, and product knowledge on purchasing decisions for skincare products on TikTok Shop. A quantitative approach was employed using purposive sampling, involving 100 respondents identified using the Lemeshow formula. Data were analyzed using multiple linear regression, and hypotheses were tested through t-tests. The findings reveal that affiliate marketing does not have a significant effect on purchasing decisions. In contrast, online customer reviews and product knowledge demonstrate positive and statistically significant influences. These results emphasize that the credibility of online reviews and consumers’ understanding of product attributes are critical determinants in shaping purchasing decisions within competitive digital commerce environments.
The Effect of Green Product Quality, Price Perception, and Emotional Branding on Green Customer Loyalty in Avoskin Skincare Products Yohana Pedra Napitupulu; Audita Nuvriasari
Economic and Business Horizon Vol. 5 No. 2 (2026): March
Publisher : LifeSciFi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54518/ebh.5.2.2026.1016

Abstract

Changes in consumer lifestyles that increasingly prioritize environmentally friendly skincare products have contributed to the rapid growth of green skincare in the cosmetic industry. Consumers are becoming more aware of health and environmental sustainability, leading them to prefer skincare products made from natural ingredients that are safe for long-term use. This study aims to analyze the influence of green product quality, price perception, and emotional branding on green customer loyalty toward Avoskin skincare products using a quantitative research approach. The sampling technique employed purposive sampling with a total of 100 respondents who had purchased Avoskin skincare products. Primary data were collected through questionnaires and analyzed using multiple linear regression, while partial hypothesis testing was conducted using the t-test. The results indicate that green product quality, price perception, and emotional branding have a positive and significant effect on green customer loyalty toward Avoskin skincare products. These findings suggest that improving environmentally friendly product quality, maintaining appropriate pricing strategies, and strengthening emotional connections with consumers are important factors in enhancing long-term green customer loyalty.
The Influence of Live Streaming, Influencer Marketing, and e-WOM on Skintific Repurchase Intention on Shopee Juniati; Audita Nuvriasari
Economic and Business Horizon Vol. 5 No. 2 (2026): March
Publisher : LifeSciFi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54518/ebh.5.2.2026.1048

Abstract

This study addresses the increasing importance of digital marketing strategies in online marketplaces and their impact on consumer repurchase behavior. With the rapid growth of e-commerce platforms, particularly Shopee, understanding the role of emergent promotional tools such as live streaming, influencer marketing, and Electronic Word of Mouth (E-WoM) is essential for brands seeking sustained consumer engagement. The primary objective of this research was to analyze the influence of live streaming, influencer marketing, and E-WoM on the repurchase intention of Skintific products on the Shopee marketplace. A total of 100 Shopee users in Yogyakarta who had previously purchased Skintific products were surveyed using a non probability sampling technique via online questionnaires. Instrument tests confirmed that all collected data were both valid and reliable. Classical assumption tests indicated normal data distribution and a regression model free from multicollinearity and heteroscedasticity. The results reveal that live streaming and E-WoM have positive and significant effects on repurchase intention, whereas influencer marketing does not exhibit a significant influence. These findings suggest that interactive and peer driven communication channels are more effective in fostering repeat purchase intentions in the context of online skincare products.
Market Orientation, Digital Marketing, and Product Innovation Strengthen Competitive Advantage of Cake and Bakery SMEs Amanda Tri Agustina; Audita Nuvriasari
Economic and Business Horizon Vol. 5 No. 2 (2026): March
Publisher : LifeSciFi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54518/ebh.5.2.2026.1050

Abstract

The cake and bakery SME sector in Yogyakarta has experienced increasing competition due to shifting consumer preferences and the rapid adoption of digital platforms. In this context, understanding factors that enhance competitive advantage is crucial for business sustainability. This research seeks to analyze the impact of market orientation, digital marketing, and product innovation on the competitive advantage of cake and bakery small and medium-sized enterprises in the Special Region of Yogyakarta. A quantitative research approach was employed, involving 100 SME managers selected through purposive sampling. Primary data were collected using questionnaires distributed directly to respondents. Data analysis was conducted using multiple linear regression. The results indicate that market orientation, digital marketing, and product innovation each have a positive and significant impact on the competitive advantage of cake and bakery SMEs. These findings suggest that integrating market-oriented strategies, leveraging digital marketing, and continuously innovating products can strengthen SMEs’ competitiveness. The study provides practical recommendations for SME owners to enhance business performance and achieve sustainable competitive advantage in a dynamic market environment.
The Effect of Green Product Attributes, Green Trust, and Environmental Awareness on Purchase Intention to Buy Greenwash Detergent Ferdinan Sandro Simangunsong; Audita Nuvriasari
Economic and Business Horizon Vol. 5 No. 2 (2026): March
Publisher : LifeSciFi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54518/ebh.5.2.2026.1052

Abstract

Environmental concerns arising from the use of household products, especially conventional detergents that are not easily biodegradable, have driven the emergence of eco-friendly detergents as a more sustainable option. In response, this study seeks to examine how green product attributes, green trust, and environmental awareness influence green purchase intention toward Greenwash detergent. The research adopted a quantitative design using a survey approach. The study involved 100 respondents who were already familiar with information about the Greenwash detergent product. Participants were selected through purposive sampling based on criteria relevant to the research objectives. Primary data were gathered using questionnaires measured on a Likert scale and processed through multiple linear regression analysis, following tests of validity, reliability, and classical assumptions. The findings reveal that green product attributes, green trust, and environmental awareness each have a positive and significant partial effect on green purchase intention. Environmentally friendly product characteristics, stronger consumer confidence in the company’s environmental claims, and higher awareness of environmental protection are key factors that encourage the intention to purchase eco-friendly detergent products.
Co-Authors Amalina Apriyan Della Nabella Amanda Tri Agustina Anjelina Sirin Candrawati Kartika Wijaya Ferdinan Sandro Simangunsong Fiya Farha Kholida Isa Tamala Juniati Michael Bryan Putra Cristian Muhammad Galih Wicaksana Natasya Citra Pramesti Praba Phatriscia Sefulah Tafrikhan Zulqarnain Oase Tika Firayanti Tuminah Yohana Pedra Napitupulu