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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.
Co-Authors Amalina Apriyan Della Nabella Anggita Cahyani Hidayah Anjelina Sirin Bias Bianglala Candrawati Kartika Wijaya Fiya Farha Kholida Isa Tamala Michael Bryan Putra Cristian Muhammad Galih Wicaksana Muhammad Ni’mal Maula Natasya Citra Pramesti Praba Phatriscia Sefulah Tafrikhan Zulqarnain Oase Tika Firayanti Tuminah