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