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All Journal J-MKLI (Jurnal Manajemen dan Kearifan Lokal Indonesia) Journal of Economics, Bussiness and Management Issues
Nurafina, Aulia
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences Other

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Upaya Peningkatan Purchase Intention: Peran Mediasi Brand Equity Udayana, Ida Bagus Nyoman; Nurafina, Aulia; yusup, ariska maulana
Jurnal Manajemen dan Kearifan Lokal Indonesia Vol 7 No 1 (2023)
Publisher : Asosiasi Peneliti Manajemen Adat Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26805/jmkli.v7i1.167

Abstract

Perkembangan zaman akan mempengaruhi banyaknya pengusaha baru oleh karena itu, persaingan akan semakin tinggi terutama dalam industry fashion. Para pelaku bisnis di bidang fashion harus dapat memiliki ide yang lebih kreatif dalam program pemasaran mengenai produk mereka terutama dalam promosi via media sosial. Kebanyakan para pelaku bisnis masih belum berhasil dalam menarik perhatian para customer untuk membeli barang yang dipasarkan maka, para pelaku bisnis dalam industry fashion harus dapat memanfaatkan fungsi media sosial dengan maksimal untuk ajang promosi yang mana hal ini dapat mempengaruhi niat beli para customer sehingga dapat meningkatkan angka penjualan. Jurnal ini meneliti mengenai upaya peningkatan purchase intention dan peran mediasi brand equity pada industri fashion Erigo. Studi ini jenis kuantitatif dan sampel yang diambil sebanyak 100 responden dengan teknik purposive sampling. Teknik pengumpulan data dalam penelitian ini dengan menyebarkan kuesioner melalui media sosial seperti WhatsApp, Facebook dan Instagram dengan skala ukur instrumen yaitu menggunakan skala Likert. Analisis hasil data menggunakan bantuan program komputer SPSS 23.00 for Windows. Temuan penelitian mengungkapkan bahwa variabel social interaction, remuneration dan entertainment memiliki pengaruh yang signifikan dan positif pada brand equity serta variabel remuneration dan brand equity memiliki hubungan positif signifikan terhadap purchase intention. Mengenai keterbatasan dan future research juga dibahas dalam jurnal ini.
Literasi Keuangan Digital dan Kepercayaan Keuangan memengaruhi Kepercayaan Keuangan serta Implikasinya terhadap Kesejahteraan Keuangan pada Generasi Z di Yogyakarta Nurafina, Aulia; Sari, Pristin Prima; Maulida , Alfiatul
Journal of Economics, Bussiness and Management Issues Vol. 2 No. 2 (2025): Maret
Publisher : Indonesian Journal Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47134/jebmi.v2i2.580

Abstract

The development of financial technology in Indonesia is currently accelerating, providing economic changes and utilizing technology for various conveniences related to the finances of each individual. This is a challenge and requires us to be able to have the appropriate knowledge and skills in using financial technology correctly, appropriately and safely to avoid mistakes in financial matters. This study aims to analyze digital financial literacy and financial trust that affect financial behavior and its implications for financial well-being in Generation Z. This study uses a quantitative method with a sample of 150 respondents who are Generation Z domiciled in the Special Region of Yogyakarta. The sampling technique is by distributing data in the form of questionnaires and sample sizes using hair et.al because the population is not yet known apsti. The measuring tools used are validity tests and reliability tests as well as data analysis techniques using path analysis with the help of SmarPLS software analysis version 3.0. The results of the research analysis prove that the hypothesis is accepted, namely digital financial literacy and financial trust affect financial behavior, as well as financial trust and financial behavior affect financial well-being. This shows that these three variables have a positive impact on financial well-being which plays a significant role in Generation Z in the Special Region of Yogyakarta.
Co-Authors Ida Bagus Nyoman Udayana Maulida , Alfiatul Sari, Pristin Prima Yusup, Ariska Maulana