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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

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54518/art.9.2.2025.1053

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 Influence of Green Entrepreneurial Passion, Green Motivation, and Environmental Awareness on Green Entrepreneurial Intentions Muhammad Ni’mal Maula; Audita Nuvriasari
Arthatama: Journal of Business Management and Accounting Vol. 10 No. 1 (2026)
Publisher : LifeSciFi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54518/art.10.1.2026.1180

Abstract

This study aims to analyze the effects of green entrepreneurial passion, green motivation, and environmental awareness on green entrepreneurial intention. The sample in this study consisted of 390 respondents, comprising university students from across Indonesia. The data collection technique employed was purposive sampling, using a research instrument in the form of a questionnaire distributed online via Google Forms. The results of the instrument test indicated that the data in this study were valid and reliable. The classical assumption test showed that the data were normally distributed. The findings of this study demonstrate that green entrepreneurial passion has a positive and significant effect on green entrepreneurial intention. This means that the higher the level of students’ enthusiasm and concern for green entrepreneurship, the stronger their intention to engage in entrepreneurship. Green motivation has a positive and significant effect on green entrepreneurial intention. This indicates that stronger environmental drive and commitment increase the intention to pursue environmentally friendly entrepreneurship. Environmental awareness does not have a positive and significant effect on green entrepreneurial intention. This finding suggests that although students may have high awareness of environmental issues, such awareness does not translate into entrepreneurial intention if it is not accompanied by concrete action.
The Influence of Green Knowledge Sharing, Green Innovation, and Green Creativity on the Competitive Advantage of Green MSMEs Bias Bianglala; Audita Nuvriasari
Arthatama: Journal of Business Management and Accounting Vol. 10 No. 1 (2026)
Publisher : LifeSciFi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54518/art.10.1.2026.1418

Abstract

The increasing environmental concerns and the demand for sustainable business practices have encouraged green MSMEs to develop strategies that support long-term competitiveness. This study aims to analyze the influence of green knowledge sharing, green innovation, and green creativity on the competitive advantage of Green MSMEs in the Special Region of Yogyakarta. The sample in this study is 100 respondents who are owners or managers of green MSMEs in the Special Region of Yogyakarta, which were determined using purposive sampling techniques. The analysis method used in this study is multiple linear regression analysis. The results show that green knowledge sharing, green innovation, and green creativity have positive and significant effects on the competitive advantage of green MSMEs in the Special Region of Yogyakarta. This study concludes that green knowledge sharing, innovation, and creativity play important roles in strengthening the competitive advantage of green MSMEs. The contribution of this study provides practical insights for green MSMEs to improve sustainable business strategies and supports the development of green entrepreneurship.
The Influence of Green Perceived Quality, Green Perceived Risk, and Green Brand Image on Green Satisfaction Anggita Cahyani Hidayah; Audita Nuvriasari
Arthatama: Journal of Business Management and Accounting Vol. 10 No. 1 (2026)
Publisher : LifeSciFi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54518/art.10.1.2026.1450

Abstract

The rapid growth of Indonesia's skincare industry and rising environmental awareness have increased demand for green skincare products, making consumer satisfaction essential for market competitiveness. This study aims to examine the effects of green perceived quality, green perceived risk, and green brand image on green satisfaction among consumers of Sensatia Botanicals green skincare products in Yogyakarta. This study adopted a quantitative explanatory research design based on primary data obtained through questionnaire surveys administered to 100 respondents selected using purposive sampling. The collected data were processed through analytical procedures, including validity and reliability assessments, classical assumption tests, multiple linear regression analysis, hypothesis testing, and the coefficient of determination. The results demonstrate that green perceived quality exerts a positive and statistically significant influence on green satisfaction. In contrast, green perceived risk shows a negative and significant effect on green satisfaction, whereas green brand image contributes positively and significantly to green satisfaction. Furthermore, the three independent variables collectively explain 81.7% of the variance in green satisfaction. These findings indicate that improving product quality, minimizing consumers’ perceived risk, and strengthening a brand’s environmental image are essential strategies for enhancing green satisfaction and sustaining competitiveness in the green skincare industry.
The Effect of Product Attributes, Self-Image, and Social Factors on Purchase Intention of Male Skincare Products Ismi Nurul Arif; Audita Nuvriasari
Economic and Business Horizon Vol. 4 No. 3 (2025): September
Publisher : LifeSciFi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54518/ebh.4.3.2025.933

Abstract

The increasing interest of men in personal care highlights the need for companies to understand consumer behavior in the male skincare market. This study aims to examine the influence of product attributes, self-image, and social factors on the purchase intention of male skincare products. A quantitative method with an explanatory approach was employed, involving 100 university students selected through purposive sampling. Data were collected via an online questionnaire using a five-point Likert scale and analyzed through validity and reliability tests, classical assumption tests, and multiple linear regression. The results indicate that product attributes have a positive but non-significant effect on purchase intention, while self-image and social factors have positive and significant effects. The coefficient of determination (R²) of 0.607 shows that these variables explain 60.7% of the variation in purchase intention, with the remaining 39.3% influenced by other factors. These findings suggest that self-image and social factors play a dominant role in shaping purchase intention, implying that marketing and promotional strategies should align with male consumers’ lifestyles and self-perceptions.
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.
Co-Authors Amalina Apriyan Della Nabella Amanda Tri Agustina Anggita Cahyani Hidayah Anjelina Sirin Bias Bianglala Candrawati Kartika Wijaya Ferdinan Sandro Simangunsong Fiya Farha Kholida Isa Tamala Ismi Nurul Arif Juniati Michael Bryan Putra Cristian Muhammad Galih Wicaksana Muhammad Ni’mal Maula Natasya Citra Pramesti Praba Phatriscia Sefulah Tafrikhan Zulqarnain Oase Tika Firayanti Tuminah Yohana Pedra Napitupulu