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All Journal Jurnal Entrepreneur dan Entrepreneurship At-tijaroh: Jurnal Ilmu Manajemen dan Bisnis Islam MANAJEMEN DEWANTARA Jurnal Manajemen dan Inovasi (MANOVA) Golden Ratio of Marketing and Applied Psychology of Business Journal of Accounting and Finance Management (JAFM)
Komariyatin, Nurul
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Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences Other

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Improving Marketing Performance with Marketing Capability: Service Dominant Logic B2B Export Furniture Ali, Ali; Arifin, Samsul; Roosdhani, Mohammad Rifqy; Komariyatin, Nurul; Huda, Nurul
Jurnal Entrepreneur dan Entrepreneurship Vol. 13 No. 2 (2024): Jurnal Entrepreneur dan Entrepreneurship
Publisher : Universitas Ciputra Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37715/jee.v13i2.4557

Abstract

This study aims to enhance marketing capability by increasing customer involvement and marketing innovation to improve marketing performance and develop B2B Service-Dominant Logic (SDL) in furniture export companies. This research employs a quantitative method. The population for this study consists of 307 furniture companies that export. Using the Slovin formula, a sample of 171 furniture export enterprises was obtained. Two sample selection techniques were employed, which were probability sampling and lottery-based simple random sampling. The results of this study indicate that marketing capabilities impact consumer participation and marketing innovation, and that both customer involvement and marketing innovation enhance marketing performance. Theoretical implications suggest the development of a B2B service-dominant logic theory. Marketing capability and customer involvement influence marketing outcomes. Companies must focus on developing improved items and designs for new products. Collaboration with customers has also contributed to improved marketing performance.
The Synergy of Strategy and Engagement: Unlocking Social Media's Performance Potential Roosdhani, Mohamad Rifqy; Arifin, Samsul; Ali, Ali; Komariyatin, Nurul; Huda, Nurul
Jurnal Entrepreneur dan Entrepreneurship Vol. 13 No. 1 (2024): Jurnal Entrepreneur dan Entrepreneurship
Publisher : Universitas Ciputra Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37715/jee.v13i1.4612

Abstract

This study aimed to examine the effectiveness of social media marketing strategies in improving the social media performance of Micro, Small, and Medium Enterprises (MSMEs) in the food and beverage sector. This study uses a comprehensive analytical approach, including descriptive and inferential analysis, to evaluate data collected through questionnaires. The method used in this study is  a quantitative approach with data collection from 265 SMEs in the food and beverage sector in the cities of Solo, Semarang, Kudus, and Jepara, which were selected using a purposive sampling method. Data analysis was conducted using Structural Equation Modeling (SEM) with AMOS software. This study results that the development of social media-based brand exposure and customer engagement is critical in driving improved social media performance. The study also provides detailed insights into respondents' perceptions of the research variables, including social media marketing strategy, social media-based customer engagement, brand exposure, and social media performance.
Menyelidiki Hubungan antara Citra Merek, Brand Ambassador, dan Keputusan Pembelian Pemutih Wajah Scarlett: Peran Mediasi dari Kepercayaan Pelanggan Kusuma Dewi, Intan; Komariyatin, Nurul
Journal of Accounting and Finance Management Vol. 5 No. 6 (2025): Journal of Accounting and Finance Management (January - February 2025)
Publisher : DINASTI RESEARCH

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/jafm.v5i6.1507

Abstract

In addition to having a large market potential, Indonesia's cosmetics industry is also one of the industrial sectors that many domestic industry players are involved in because it can compete with various brands abroad. This makes competition tougher and encourages cosmetic companies, especially local producers, to be able to stand out in the eyes of potential consumers so that potential consumers end up with a decision to transact with a particular company and become its customers. This study aims to determine the effect of brand ambassadors and brand image on purchase decisions for scarlett whitening products mediated by customer trust. This study uses PLS-SEM as an analysis technique and is processed using SmartPLS software version 4.0. The results of the analysis show that: Based on the data above, the conclusion that can be drawn is that the results of the analysis show that the Brand Ambassador and Brand Image variables more strongly influence the Purchase Decision variable with Customer Trust as the Intervening variable.
Exploring the Impact of Entrepreneurial and Market Orientation on Marketing Performance: The Mediating Role of Product Innovation in Rattan Craftsmanship Syuhud, Fikrotus; Komariyatin, Nurul
Golden Ratio of Marketing and Applied Psychology of Business Vol. 5 No. 2 (2025): February - June
Publisher : Manunggal Halim Jaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52970/grmapb.v5i2.1005

Abstract

This study investigates the impact of entrepreneurial and market orientation on marketing performance, with product innovation as a mediating factor among rattan artisans in Jepara. Employing a quantitative approach, the research utilizes Structural Equation Modeling-Partial Least Squares (SEM-PLS) through SmartPLS 0.4. Data were gathered via questionnaires and interviews with 155 artisans, selected using the Slovin formula and purposive sampling. The findings indicate that product innovation significantly enhances the influence of entrepreneurial and market orientation on marketing performance. While entrepreneurial orientation alone does not directly improve marketing performance, its effect becomes significant when mediated by product innovation. In contrast, market orientation positively affects marketing performance both directly and indirectly. These results underscore the critical role of product innovation in aligning entrepreneurial strategies with market demands, highlighting its importance in enhancing marketing outcomes.
Marketing Strategy And Innovation To Enhance Msmes Marketing Performance: Competitive Advantage As Intervening Variable Asaroh, Laily Khomsyata; Komariyatin, Nurul
At-tijaroh: Jurnal Ilmu Manajemen dan Bisnis Islam Vol 11, No 1 (2025): JUNI 2025
Publisher : Institut Agama Islam Negeri Padangsidimpuan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24952/tijaroh.v11i1.14990

Abstract

This study aims to analyze the effects of creativity in marketing strategies and product innovation on the marketing performance of furniture micro, small, and medium enterprises (MSMEs) in Jepara, with competitive advantage as an intervening variable. Utilizing a quantitative approach, data were collected from 150 MSMEs through questionnaires and subsequently analyzed using the Structural Equation Modeling method with SmartPLS 4.0. The results indicate that creativity in marketing strategies has a significant impact on both competitive advantage and marketing performance, whereas product innovation exhibits a significant effect solely on marketing performance and not on competitive advantage. This finding suggests that competitive advantage plays a significant mediating role in the relationship between creativity in marketing strategies and marketing performance. The lack of a significant effect of product innovation on competitive advantage is believed to be influenced by the homogeneity of product design and consumer perceptions that prioritize traditional elements. Consequently, MSMEs are encouraged to develop creative marketing strategies and product differentiation that align with market values to enhance their competitiveness and improve marketing performance.
The Role Of Brand Attachment In Mediating Usability And Information Quality On Brand Loyalty In Traveloka E-Commerce wulandari, Ananda eri; Komariyatin, Nurul
At-tijaroh: Jurnal Ilmu Manajemen dan Bisnis Islam Vol 10, No 2 (2024): DESEMBER 2024
Publisher : Institut Agama Islam Negeri Padangsidimpuan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24952/tijaroh.v10i2.14924

Abstract

Study this is to examine the role of brand attachment as a mediator in the relationship between usability and information quality, and its influence on brand loyalty within the context of Traveloka as an e-commerce platform. The research employs a quantitative approach, utilizing data collected through online questionnaires administered to 150 respondents. Hypothesis testing is conducted using SmartPLS version 4.0 as a data analysis tool. The findings indicate that both usability and information quality of the platform exert a positive influence on brand attachment, which subsequently enhances brand loyalty.
The Role Of Brand Image On Purchasing Decisions With Influencer Marketing And Online Customer Reviews As Mediation Variables Megawati, Megawati; Komariyatin, Nurul
At-tijaroh: Jurnal Ilmu Manajemen dan Bisnis Islam Vol 10, No 2 (2024): DESEMBER 2024
Publisher : Institut Agama Islam Negeri Padangsidimpuan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24952/tijaroh.v10i2.14925

Abstract

Apparel represents a significant element of public life, with numerous individuals recognizing it as an opportunity for commercial endeavors. The advancement of technology has instigated various transformations, particularly within the marketing sector, where the emergence of internet technology has facilitated online sales campaigns for clothing. A pertinent example of this phenomenon is the Lovable Hijab Brand, situated in Bangsri, Jepara, Central Java. A widely utilized marketing strategy encompasses the application of influencer marketing to enhance the brand image of a company or product, thereby assisting target consumers in their purchasing decisions. This study aims to explore the role of brand image in the purchasing decisions influenced by marketing and online customer reviews, which act as mediating variables. A quantitative approach has been adopted, employing probability sampling techniques. The population for this research consists of residents from Bangsri who have made purchases at Lovable Hijab. The total number of respondents in this study is 138. Data collection is executed through the distribution of questionnaires, with analysis conducted utilizing the Partial Least Squares (PLS) method. The research findings reveal a significant influence of brand image on purchase decisions, an impact of brand image on influencer marketing, an effect of brand image in relation to online customer reviews, and a notable interrelation between influencer marketing and online customer reviews affecting purchasing decisions.
PENGARUH CELEBRITY CREDIBILITY, BRAND CREDIBILITY, DAN BRAND AWARENESS TERHADAP PURCHASE INTENTION PRODUK SCARLETT WHITENING PADA KONSUMEN GENERASI Z Kurnia, Tri; Komariyatin, Nurul
MANAJEMEN DEWANTARA Vol 9 No 2 (2025): MANAJEMEN DEWANTARA
Publisher : Universitas Sarjanawiyata Tamansiswa

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

This study aims to analyze the influence of celebrity credibility, brand credibility, and brand awareness on the purchase intention of Scarlett Whitening products among Generation Z consumers in Jepara. This study uses a quantitative approach with a survey method by distributing online questionnaires to 100 respondents who are Scarlett users from Generation Z (aged 11–26 years). Purposive sampling served as the sampling technique, and the Structural Equation Modeling–Partial Least Squares (SEM-PLS) method, utilizing SmartPLS 4.0 software, carried out the data analysis. The results of the study show that the three independent variables, namely celebrity credibility, brand credibility, and brand awareness, have a positive and significant influence on purchase intention. Among the three, celebrity credibility has the most dominant influence. This finding indicates that trust in celebrities who are brand ambassadors, brand credibility, and brand awareness play an important role in driving Generation Z consumers' purchasing interest in Scarlett Whitening products.
The Digital Route: Social Media Marketing Activies Impact on Bus Service Purchase Behavior Roosdhani, Mohamad Rifqy; Arifin, Samsul; Ali, Ali; Komariyatin, Nurul
Jurnal Manajemen dan Inovasi (MANOVA) Vol. 7 No. 2 (2024): July
Publisher : Management Department, Faculty of Islamic Economics and Business, Universitas Islam Negeri Sunan Ampel Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.15642/manova.v7i2.1746

Abstract

This study aims to identify the social media marketing tactics that bus service should employ to enhance their purchase decision, underscoring the need for these tactics to be complemented by involvement and promotion for optimal effectiveness. A quantitative methodology is utilized, involving data collection and analysis from a purposive sample of 506 respondent from PO. Bejeu Jepara’s clients. Data were gathered via questionnaires to assess the empirical model using Structural Equation Modeling (SEM-AMOS). The findings indicate that social media marketing activities positively and significantly influence purchase decisions when mediated by involvement and promotion. However, direct social media marketing activities do not show a significant impact on purchase decisions. This study offers fresh insights into the specific social media marketing activities that Bus Service should embrace. It underscores the pivotal role of Involvement and Promotion in enhancing the effectiveness of these strategies, leading to improved outcomes and stronger customer relationships.
Co-Authors Ali Ali Asaroh, Laily Khomsyata Intan Kusuma Dewi Kurnia, Tri Megawati - Mohamad Rifqy Roosdhani Nurul Huda Roosdhani, Mohammad Rifqy Samsul Arifin Syuhud, Fikrotus wulandari, Ananda eri