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All Journal Jurnal Ilmu Manajemen COMSERVA: Jurnal Penelitian dan Pengabdian Masyarakat Jurnal Ilmu Manajemen Formosa Journal of Multidisciplinary Research (FJMR) Neraca: Jurnal Ekonomi, Manajemen dan Akuntansi
Nuvriasari , Audita
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Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Industrial & Manufacturing Engineering Social Sciences

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Brand Image, Persepsi Risiko, dan Gaya Hidup sebagai Prediktor Keputusan Pembelian Counterfeit Produk Sepatu Adidas di Marketplace Shopee Supriyani, Ani; Yuwana, Yohana K. A.; Hanan, Maryam A.; Nuvriasari , Audita
COMSERVA : Jurnal Penelitian dan Pengabdian Masyarakat Vol. 5 No. 3 (2025): COMSERVA: Jurnal Penelitian dan Pengabdian Masyarakat
Publisher : Publikasi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59141/comserva.v5i3.3258

Abstract

Pertumbuhan e-commerce meningkatkan peredaran produk palsu seperti sepatu Adidas, yang keputusan pembeliannya dipengaruhi oleh brand image, persepsi risiko, dan gaya hidup. Penelitian ini bertujuan untuk mengetahui pengaruh brand image, persepsi risiko, dan gaya hidup terhadap keputusan pembelian produk sepatu adidas palsu di marketplace Shopee. Metode yang digunakan adalah penelitian kuantitatif korelasional dengan teknik purposive sampling, melibatkan 114 responden. Analisis data dilakukan menggunakan regresi linear berganda. Hasil penelitian menunjukkan brand image, persepsi risiko, dan gaya hidup terbukti sebagai prediktor keputusan pembelian.
Brand Image, Persepsi Risiko, dan Gaya Hidup sebagai Prediktor Keputusan Pembelian Counterfeit Produk Sepatu Adidas di Marketplace Shopee Supriyani, Ani; Yuwana, Yohana K. A.; Hanan, Maryam A.; Nuvriasari , Audita
COMSERVA : Jurnal Penelitian dan Pengabdian Masyarakat Vol. 5 No. 3 (2025): COMSERVA: Jurnal Penelitian dan Pengabdian Masyarakat
Publisher : Publikasi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59141/comserva.v5i3.3258

Abstract

Pertumbuhan e-commerce meningkatkan peredaran produk palsu seperti sepatu Adidas, yang keputusan pembeliannya dipengaruhi oleh brand image, persepsi risiko, dan gaya hidup. Penelitian ini bertujuan untuk mengetahui pengaruh brand image, persepsi risiko, dan gaya hidup terhadap keputusan pembelian produk sepatu adidas palsu di marketplace Shopee. Metode yang digunakan adalah penelitian kuantitatif korelasional dengan teknik purposive sampling, melibatkan 114 responden. Analisis data dilakukan menggunakan regresi linear berganda. Hasil penelitian menunjukkan brand image, persepsi risiko, dan gaya hidup terbukti sebagai prediktor keputusan pembelian.
PENGARUH PROMOSI ONLINE DAN E-SERVICE QUALITY TERHADAP KEPUTUSAN PEMBELIAN DAN DAMPAKNYA PADA KEPUASAN KONSUMEN MARKETPLACE SHOPEE Lamawato, Agustina Evianita Kewa; Nuvriasari , Audita
Neraca: Jurnal Ekonomi, Manajemen dan Akuntansi Vol. 3 No. 4 (2025): Neraca: Jurnal Ekonomi, Manajemen dan Akuntansi
Publisher : Neraca: Jurnal Ekonomi, Manajemen dan Akuntansi

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

Abstract

Penelitian ini bertujuan untuk menganalisi pengaruh promosi online dan e-service quality terhadap keputusan pembelian dan dampaknya pada kepuasan konsumen di marketplace Shopee. Sampel dalam penelitian ini adalah 100 responden yang pernah melakukan pembelian di marketplace shopee. Teknik pengambilan sampel menggunakan Non-Probability Sampling dengan jenis Purposive Sampling. Teknik pengumpulan data yang digunakan adalah metode survei dengan instrument penelitian yang digunakan adalah kuesioner. Hasil uji dalam penelitian ini menggunakan outer model, inner model dan uji hipotesis pada program Smart PLS 3.1. Hasil penelitian ini membuktikan bahwa: (1) promosi online berpengaruh positif dan signifikan terhasap kepuasan konsumen marketplace Shopee, (2) e-service quality berpengaruh positif dan signifikan terhadap kepuasan konsumen marketplace Shopee, (3) keputusan pembelian berpengaruh positif dan signifikan terhasap kepuasan konsumen marketplace Shopee, (4) promosi online berpengaruh positif dan signifikan terhasap keputusan pembelian marketplace Shopee, (5) e-service quality berpengaruh positif dan signifikan terhasap keputusan pembelian marketplace Shopee, (6) keputusan pembelian secara signifikan memediasi pengaruh promosi online terhadap kepuasan konsumen marketplace Shopee, (7) keputusan pembelian secara signifikan memediasi pengaruh e-service quality terhadap kepuasan konsumen marketplace Shopee.
Contribution of Market Orientation, Product Innovation, and Online Marketing to the Marketing Performance of Batik SMEs in Yogyakarta Azizah, Salwa Nur; Nuvriasari , Audita
Formosa Journal of Multidisciplinary Research Vol. 3 No. 7 (2024): July 2024
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/fjmr.v3i7.9937

Abstract

The cornerstones of the Indonesian economy are Micro, Small, and Medium-Sized Enterprises, or MSMEs; Yogyakarta's Batik MSMEs is one of them. The purpose of this study is to investigate how product innovation, market orientation, and internet marketing affect Yogyakarta's Batik MSMEs' marketing performance. Purposive sampling was the method utilized in the sampling, and the sample size consisted of 43 MSMEs in Yogyakarta. Multiple linear regression is used by the data analysis tool. The study's findings demonstrate that: (1) Batik MSMEs in Yogyakarta will do much better in terms of marketing if they have a strong market orientation. (2) Product innovation is not a deciding element in marketing performance since it has no discernible impact on the marketing performance of Batik MSMEs in Yogyakarta. (3) Yogyakarta's Batik MSMEs' marketing performance is not significantly impacted by online marketing.
The Effect Of Market Orientation, Competitive Advantage, And Marketing Capabilities On The Marketing Performance Of Small And Medium-Sized Enterprises In The Crafts Industry Yogyakarta Rahayu, Suryaningtyas; Nuvriasari , Audita
JURNAL ILMU MANAJEMEN Vol. 22 No. 2 (2025): DECEMBER 2025
Publisher : Universitas Negeri Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21831/jim.v22i2.90030

Abstract

This study aims to analyze the effect of market orientation, competitive advantage, and marketing capabilities on the marketing performance of craft MSMEs in Yogyakarta. Using a quantitative approach, this study involved 100 respondents selected through purposive sampling with the criteria of craft MSMEs that have been operating for at least three years. Data were collected using questionnaires and tested using multiple linear regression analysis. The results show that market orientation has a positive and significant effect on marketing performance, confirming the importance of understanding customer needs and responsiveness to market dynamics. Marketing capabilities also proved to have a positive and significant effect, indicating that the ability to conduct market research, manage customer relationships, and develop marketing strategies contributes directly to improved marketing performance. However, competitive advantage did not show a significant effect, indicating that product differentiation and uniqueness possessed by SMEs have not been able to directly drive improvements in marketing performance. These findings emphasize that strengthening market orientation and marketing capabilities are key factors in improving the competitiveness and performance of craft SMEs in Yogyakarta.
The Effect Of Market Orientation, Competitive Advantage, And Marketing Capabilities On The Marketing Performance Of Small And Medium-Sized Enterprises In The Crafts Industry Yogyakarta Rahayu, Suryaningtyas; Nuvriasari , Audita
JURNAL ILMU MANAJEMEN Vol. 22 No. 2 (2025): DECEMBER 2025
Publisher : Universitas Negeri Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21831/jim.v22i2.90030

Abstract

This study aims to analyze the effect of market orientation, competitive advantage, and marketing capabilities on the marketing performance of craft MSMEs in Yogyakarta. Using a quantitative approach, this study involved 100 respondents selected through purposive sampling with the criteria of craft MSMEs that have been operating for at least three years. Data were collected using questionnaires and tested using multiple linear regression analysis. The results show that market orientation has a positive and significant effect on marketing performance, confirming the importance of understanding customer needs and responsiveness to market dynamics. Marketing capabilities also proved to have a positive and significant effect, indicating that the ability to conduct market research, manage customer relationships, and develop marketing strategies contributes directly to improved marketing performance. However, competitive advantage did not show a significant effect, indicating that product differentiation and uniqueness possessed by SMEs have not been able to directly drive improvements in marketing performance. These findings emphasize that strengthening market orientation and marketing capabilities are key factors in improving the competitiveness and performance of craft SMEs in Yogyakarta.
Co-Authors AZIZAH, SALWA NUR Hanan, Maryam A. Rahayu, Suryaningtyas Supriyani, Ani Yohanes Adventura LB Lamawato Yuwana, Yohana K. A.