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Wahyuningtiyas, Nanik
Universitas Islam Malang
Agriculture, Biological Sciences & Forestry Arts Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Environmental Science Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Public Health Social Sciences Other

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The Influence of Digital Marketing and Service Quality on Purchase Decisions in MSMEs: The Role of Buying Interest as a Mediation Variable and Brand Image as a Moderation Variable Nanik Wahyuningtiyas; Imam Mukhlis
International Journal of Economics, Business and Innovation Research Vol. 3 No. 06 (2024): International Journal of Economics, Business and Innovation Research (IJEBIR)
Publisher : Cita konsultindo

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Abstract

This study investigates the impact of digital marketing and service quality on consumer purchase decisions in MSMEs, examining purchase intention as a mediating variable and brand image as a moderating variable. The research aims to provide a comprehensive understanding of how these factors interact to influence purchasing behavior within digital environments for micro, small, and medium enterprises. A quantitative approach using Structural Equation Modeling-Partial Least Squares (SEM-PLS) was employed, with data collected from 279 respondents who engaged with digital marketing content of MSMEs. Results reveal that digital marketing significantly enhances purchase intention, as does service quality, indicating the importance of these factors in cultivating consumer interest. Purchase intention further mediates the relationship between digital marketing, service quality, and purchase decision, underscoring its role as a critical step in converting interest into action. However, brand image showed limited moderating effects, suggesting that its influence may vary depending on the presence of other strong predictors like direct engagement and service quality. These findings contribute to the theoretical understanding of consumer decision-making in the context of MSMEs and provide practical insights for small business owners aiming to optimize their digital strategies. The study highlights the need for marketers within MSMEs to focus on enhancing purchase intention through digital marketing and service quality efforts, which can effectively drive purchase decisions in competitive, technology-driven markets.
Fostering Human Dignity Through Human Resource Development: Ethical Practices, Cultural Variations, and Emerging Trends -, Nanik Wahyuningtiyas; Cindy Pramita; Agung Winarno; Heri Pratikto
Social Science Studies Vol. 4 No. 6 (2024): Issue: November
Publisher : Profesional Muda Cendekia Publishing

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Abstract

Research Aims: This study aims to examine the integration of human dignity within Human Resource Development (HRD) practices, assessing its impact on organizational culture, employee engagement, and ethical workplace dynamics. It seeks to explore how dignity-centered HRD can enhance both personal and organizational growth, focusing on the psychological and cultural dimensions of HRD strategies. Design/methodology/approach: Utilizing a qualitative methodology, the research will combine theoretical analyses with case studies from multinational companies. It will involve a comprehensive review of philosophical and contemporary HRD frameworks that prioritize human dignity, alongside empirical data collected through interviews and surveys with HR professionals and employees. Research Findings: The study is expected to reveal that embedding dignity in HRD practices contributes significantly to workplace ethics, productivity, and individual well-being. It will show that respectful treatment increases employee motivation and engagement, reducing turnover and fostering a more inclusive organizational culture. Theoretical Contribution/Originality: This research contributes to HRD literature by providing a nuanced understanding of how dignity intersects with HR practices to foster ethical decision-making and personal development. It offers a unique blend of philosophical insights and practical applications, highlighting the role of dignity in achieving sustainable organizational success and employee satisfaction.
Pendampingan Potensi Kewirausahaan dengan Prinsip Pentahelix: Membangun Ekosistem Kewirausahaan yang Berkelanjutan Wahyuningtiyas, Nanik; Fahrudi, Agung Nugroho Luthfi Imam; Mutiara, Farah; Kholil, A. Yusuf
I-Com: Indonesian Community Journal Vol 5 No 1 (2025): I-Com: Indonesian Community Journal (Maret 2025)
Publisher : Fakultas Sains Dan Teknologi, Universitas Raden Rahmat Malang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70609/icom.v5i1.6577

Abstract

Program pendampingan ini bertujuan mengembangkan potensi kewirausahaan di Wisata Sumber Krajan, Sukoanyar Wajak, Kabupaten Malang, dengan prinsip Pentahelix yang melibatkan akademisi, bisnis, komunitas, pemerintah, dan media. Melalui lokakarya, pelatihan, dan pendampingan bisnis, 10 pelaku usaha lokal mengalami peningkatan keterampilan kewirausahaan dan partisipasi dalam ekonomi lokal. Jaringan bisnis baru terbentuk dengan melibatkan 3 mitra industri dan 3 lembaga akademik. Akademisi berkontribusi dalam riset pasar dan pelatihan berbasis data, sementara sektor bisnis memberikan akses permodalan dan peluang kemitraan. Komunitas mendukung pengembangan produk lokal dan pemasaran sosial. Pemerintah menyediakan kebijakan insentif dan fasilitasi perizinan, dan media mempromosikan produk lokal melalui kampanye digital. Pendekatan Pentahelix terbukti efektif menciptakan ekosistem kewirausahaan berkelanjutan dengan dampak nyata terhadap pertumbuhan ekonomi masyarakat. Model kolaborasi ini dapat menjadi referensi bagi pengembangan kewirausahaan berbasis komunitas di wilayah lain.
Exploring HR Collaborative Initiatives in Opening Global Market Access for MSMEs Nanik Wahyuningtiyas; Budi Eko Soetjipto
Management Dynamics: International Journal of Management and Digital Sciences Vol. 2 No. 2 (2025): International Journal of Management and Digital Sciences
Publisher : International Forum of Researchers and Lecturers

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70062/managementdynamics.v2i2.201

Abstract

The digital era has transformed marketing strategies, particularly for tech startups targeting Generation Z (Gen Z). This study investigates the influence of guerrilla and viral marketing on Gen Z consumer perceptions and behaviors in the context of tech startups, focusing on a risk-based entrepreneurial marketing approach. A quantitative survey with 212 Gen Z respondents was conducted to analyze the effects of these marketing strategies on consumer engagement, brand perception, and purchasing behavior. The results show that guerrilla and viral marketing significantly enhance consumer engagement and brand perception, but they do not directly influence Gen Z behavior or purchasing decisions. The findings highlight the importance of emotional engagement and brand authenticity in shaping consumer perceptions. This research fills a gap in understanding how resource-constrained tech startups can leverage risk-based marketing strategies to engage Gen Z, providing practical insights for designing effective campaigns. Future studies should explore additional factors like brand trust and values to bridge the gap between engagement and behavior
Entrepreneurial Marketing in the Digital Ecosystem : The Influence of E-commerce Platforms on the Growth of MSMEs in the Post-Pandemic Era Nanik Wahyuningtiyas; Sudarmiatin Sudarmiatin
Global Management: International Journal of Management Science and Entrepreneurship Vol. 2 No. 2 (2025): International Journal of Management Science and Entrepreneurship
Publisher : International Forum of Researchers and Lecturers

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70062/globalmanagement.v2i2.203

Abstract

This study examines the influence of e-commerce platforms on the growth of MSMEs in the post-pandemic era, focusing on the implementation of entrepreneurial marketing strategies in the digital ecosystem. This research aims to understand how e-commerce platforms help MSMEs in developing more adaptive and effective marketing strategies amid changes in consumer behavior post-pandemic. The method used is a quantitative approach with Structural Equation Modeling (SEM) to analyze the direct and indirect relationship between the use of e-commerce platforms, entrepreneurial marketing strategies, and the growth of MSMEs. The main findings show that the use of e-commerce platforms has a significant effect on entrepreneurial marketing strategies, which in turn encourages the growth of MSMEs. This research contributes to the literature on MSME digitalization, particularly in the context of post-pandemic recovery, and shows how e-commerce platforms can be an important enabler for MSMEs to survive and thrive amid changing market challenges. The urgency of this research lies in its contribution in providing insights into the implementation of innovative digital marketing strategies, which is highly relevant for MSMEs trying to adapt to the post-pandemic business landscape. Keywords: ,
EFFECTIVENESS OF SOCIAL MEDIA MARKETING AND E-SERVICE QUALITY ON REPURCHASE INTENTION THROUGH BRAND LOYALTY Wahyuningtiyas, Nanik; Ramadhan, Tri Sugiarti
IJEBD (International Journal of Entrepreneurship and Business Development) Vol 6 No 5 (2023): September 2023
Publisher : LPPM of NAROTAMA UNIVERSITY

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29138/ijebd.v6i5.2421

Abstract

Purpose: This study aims to analyze and explain (1) determine the influence of Social Media Marketing on Brand Loyalty; (2) determine the effect of Social Media Marketing on Repurchase Intention; (3) determine the effect of E-Service Quality on Brand Loyalty; (4) determine the effect of E-Service Quality on Repurchase Intention; (5) determine the effect of Brand Loyalty on Repurchase Intention; (6) determine the influence, Social Media Marketing and e-Service Quality on Repurchase Intention through Brand Loyalty. Design/methodology/approach: This study used a data collection method with questionnaires with a quantitative approach. The population that is the object of research is OVO application users, with as many as 165 respondents—analysis testing using SEM with Smart PLS software. Findings: Based on the analysis of the research results, the following conclusions were obtained, Social media marketing has a significant effect on brand loyalty, Social media marketing has a significant impact on repurchase intention, E-Service quality has a considerable effect on brand loyalty, E-service Quality does not have a significant impact on repurchase intention, Brand loyalty has a significant effect on repurchase intention, Social media marketing and electronic service quality has a significant impact on purchase intent through brand loyalty. Research limitations/implications: Because of the distribution of questionnaires through google forms, the results obtained are less in-depth; it is recommended that further research can add other variables and use more in-depth measuring devices so that results are close to the real thing. Practical implications: The results of this research can be used by digital wallet service providers to improve e-service quality further if they want to get loyal consumers and continue to use it repeatedly. Originality/value: This Paper is Original. Paper type: Research paper Keywords: Social Media Marketing, E-Service Quality, Brand Loyalty, Repurchase Intention.
FACTORS INFLUENCING E-IMPULSIVE BUYING IN THE E-COMMERCE: THE ROLE OF INDIVIDUAL BEHAVIOR, SELF-CONTROL, MOOD, AND IMPULSIVE BUYING TENDENCY Wahyuningtiyas, Nanik; Ramadhan, Tri Sugiarti
Jurnal Ekonomi Bisnis dan Kewirausahaan Vol 13, No 3 (2024): Jurnal Ekonomi Bisnis dan Kewirausahaan (JEBIK)
Publisher : Fakultas Ekonomi dan Bisnis, UNTAN

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26418/jebik.v13i3.83792

Abstract

In the digital age, understanding consumer behavior, such as browsing patterns and purchase decisions on e-commerce platforms like Tokopedia and Shopee, especially related to impulse electronic purchases, is crucial for marketers. Impulsive Buying refers to spontaneous, unplanned purchases influenced by promotions, consumer moods, and impulsive tendencies. Mood (positive and negative) and Impulsive Buying tendencies served as mediators in this study. Data from 224 respondents were analyzed with Smart PLS and mediation analysis to test the relationships between these variables. The results showed that impulsive buying tendencies and negative moods significantly impacted electronic impulse purchases, while self-control influenced both positive and negative moods, affecting impulsive behavior. The promotion was found to affect negative moods but had no direct effect on e-impulse purchases. These findings can help develop more effective marketing strategies by adjusting promotions, managing consumer mood, and emphasizing the importance of self-control in encouraging impulse purchases.JEL: J17, L81, M31.
MENGANGKAT POTENSI UMKM: STRATEGI DIGITAL MARKETING UNTUK SUKSES PEMASARAN Ramadhan, Tri Sugiarti; Wahyuningtiyas, Nanik; Arsyianto, Muhammad Tody
Jurnal Abdi Insani Vol 11 No 2 (2024): Jurnal Abdi Insani
Publisher : Universitas Mataram

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29303/abdiinsani.v11i2.1492

Abstract

Usaha Mikro, Kecil, dan Menengah (UMKM) merupakan tulang punggung ekonomi Indonesia. Zaman sekarang para pelaku UMKM diharapkan untuk bisa memanfaatkan teknologi dengan sebaik-baiknya, salah satunya adalah dunia digital marketing. Namun, masih banyak pelaku UMKM yang belum memahami dan memanfaatkan digital marketing secara optimal. Ini disebabkan oleh beberapa faktor, seperti keterbatasan pengetahuan dan keterampilan dalam bidang teknologi digital, serta kurangnya pemahaman tentang manfaat dan potensi yang bisa didapatkan dari digital marketing. Artikel ini mengkaji mengenai pemanfaatan penyuluhan sebagai alat pemberdayaan masyarakat, memberikan rekomendasi dan strategi bagi UMKM, serta menjadi referensi bagi pihak yang berkepentingan dalam pengembangan UMKM dan pemanfaatan digital marketing. Metode survei adalah pendekatan penelitian yang melibatkan pengumpulan data dari sampel populasi yang dipilih secara representatif. Tujuannya adalah untuk memperoleh informasi dan karakteristik umum tentang populasi tersebut. Data dikumpulkan dan dianalisis dari data responden yang mewakili populasi yang lebih besar. Hasil artikel menunjukkan bahwa pengetahuan para pelaku UMKM tentang digital marketing meningkat setelah adanya kegiatan penyuluhan. Penerapan digital marketing memberikan dampak positif terhadap penjualan produk UMKM dan menghasilkan lonjakan penjualan yang signifikan. Selain itu, pengenalan digital marketing terhadap produk UMKM juga meningkatkan omzet UMKM. Hal ini berdampak positif pada brand awareness dan kepercayaan konsumen, yang pada akhirnya akan memengaruhi keputusan pembelian konsumen. Maka, penyuluhan digital marketing efektif dalam memberdayakan UMKM dan meningkatkan kinerja usaha mereka. Ini menjadi referensi penting bagi pihak-pihak yang berkepentingan dalam pengembangan UMKM dan pemanfaatan digital marketing. UMKM tulang punggung ekonomi, perlu manfaatkan teknologi. Artikel mengkaji penyuluhan memberdayakan UMKM, memberikan rekomendasi. Survei menunjukkan peningkatan UMKM digital marketing.
PENGARUH ATTRACTIVENESS REVIEW VLOGGER TERHADAP PENINGKATAN AWARENES WISATA HALAL UNTUK GENERASI MILENNIAL DENGAN KEPUTUSAN BERWISATA SEBAGAI MEDIATOR Mustaqim, M.; Wahyuningtiyas, Nanik
Jurnal Ilmu Manajemen (JIMMU) Vol. 7 No. 2 (2022)
Publisher : Magister Manajemen Universitas Islam Malang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33474/jimmu.v7i2.16283

Abstract

             Penelitian ini bertujuan untuk menganalisi dan menjelaskan (1) Untuk mengetahui pengaruh Attractiveness berpengaruh terhadap Keputusan Berwisata; (2) Untuk mengetahui Attractiveness Expertise berpengaruh  terhadap Awareness; (3) Untuk mengetahui pengaruh Keputusan Berwisata berpengaruh terhadap Awareness; (4) Untuk mengetahui pengaruh Attractiveness terhadap Awareness  melalui Keputusan Berwisata sebagai mediasi. Penelitian ini menggunakan metode pengumpulan data dengan kuisioner, dengan pendekatan kuantitatif. Populasi yang menjadi objek penelitian adalah wisatawan yang berkunjung di kawasan Pantai Malang Selatan. Pengujian analisis mengunakan path analisys. Hasil penelitian ini menunjukkan  a. Dalam pengujian awal dilihat dari nilai signifikannya variabel attractiveness berpengaruh positif terhadap keputusan berwisata, ini berarti jika attractiveness seorang vlogger meningkat dalam mereviev suatu tujuan wisata maka akan meningkat pula keputusan berwisata dari calon wisatawan yang menonton video vlogger tersebut. b. Hasil pengujian dari variabel attractiveness berpengaruh positif terhadap awareness ini berarti jika attractiveness seorang vlogger meningkat dalam mereviev suatu tujuan wisata maka akan meningkat pula awareness dari calon wisatawan yang menonton video vlogger tersebut. c. Hasil pengujian dari variabel keputusan berwisata berpengaruh positif terhadap awareness ini berarti jika variabel keputusan berwisata meningkat maka awareness akan wisata halal dari para wisatawan millennial pun akan meningkat. d. Hasil uji pengaruh attractiveness berpengaruh terhadap awareness melalui Keputusan Berwisata sebagai mediasi, didapati bahwa keputusan berwisata merupakan mediasi dikarenakan adanya peningkatan nilai pengaruh langsung dan dari hasil pengujian yang melalui varabel keputusan berwisata.Kata Kunci:  Attractiveness, Keputusan Berwisata, Awareness             This study aims to analyze and explain (1) to determine the effect of attractiveness on travel decisions; (2) To find out Attractiveness Expertise has an effect on Awareness; (3) To determine the effect of Travel Decisions on Awareness; (4) To determine the effect of Attractiveness on Awareness through Travel Decisions as a mediation. This study uses a data collection method with a questionnaire, with a quantitative approach. The population that is the object of research is tourists who visit the South Malang Beach area. Testing the analysis using path analysis. The results of this study indicate a. In the initial test, seen from the significant value of the attractiveness variable, it has a positive effect on travel decisions, this means that if the attractiveness of a vlogger increases in reviewing a tourist destination, it will also increase the travel decisions of potential tourists who watch the vlogger's video. b. The test results of the attractiveness variable have a positive effect on awareness, this means that if the attractiveness of a vlogger increases in reviewing a tourist destination, the awareness of potential tourists who watch the vlogger's video will also increase. c. The test results of the travel decision variable have a positive effect on awareness, this means that if the travel decision variable increases, the awareness of halal tourism from millennial tourists will also increase. d. The results of the attractiveness effect test affect awareness through Travel Decisions as a mediation, it was found that the decision to travel is a mediation due to an increase in the value of direct influence and from the test results through the travel decision variables.Keywords:  Attractiveness, Travel Decision, Awareness 
PENGARUH PERSEPSI KEAMANAN, KETERSEDIAAN FITUR, NORMA SUBJEKTIF TERHADAP LOYALITAS MELALUI KEPUTUSAN PENGGUNAAN MOBILE BANKING Agung Nugroho Lutfi Imam Fahrudi; Anni Rahimah; Wahyuningtiyas, Nanik
Jurnal Ilmu Manajemen (JIMMU) Vol. 8 No. 2 (2023)
Publisher : Magister Manajemen Universitas Islam Malang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33474/jimmu.v8i2.20677

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh persepsi keamanan, ketersediaan fitur dan norma subjektif berpengaruh signifikan terhadap keputusan penggunaan mobile banking secara parsial. Persepsi keamanan, ketersediaan fitur dan norma subjektif berpengaruh signifikan terhadap loyalitas penggunaan mobile banking secara parsial. Persepsi keamanan, ketersediaan fitur dan norma subjektif berpengaruh signifikan terhadap loyalitas penggunaan mobile banking melalui keputusan penggunaan. Studi ini menggunakan metode survei daring untuk mengumpulkan data dari pengguna aplikasi mobile bangking yang beragam. SEM analisis digunakan untuk menguji pengaruh dengan menggunakan Smart-PLS sebagai alat analisisnya. Hasil penelitian ini menunjukkan bahwa persepsi keamanan dan norma subjektif berpengaruh signifikan terhadap keputusan penggunaan mobile banking dan ketersediaan fitur tidak berpengaruh signifikan terhadap keputusan penggunaan. Variabel yang berpengaruh langsung terhadap loyalitas adalah variabel persepsi keamanan sedangkan norma subjectif dan ketersediaan fitur tidak berpengaruh signifikan terhadap loyalitas pengguna mobile banking. Persepsi keamanan, ketersediaan fitur dan norma subjektif tidak berpengaruh signifikan terhadap loyalitas melalui keputusan penggunaan. This research aims to analyze the influence of security perceptions, feature availability and subjective norms which have a significant partial effect on the decision to use mobile banking. Perceived security, feature availability and subjective norms have a significant effect on partial loyalty in using mobile banking. Perceptions of security, feature availability and subjective norms have a significant influence on loyalty in using mobile banking through usage decisions. This study uses an online survey method to collect data from various mobile banking application users. SEM analysis is used to test the effect using Smart-PLS as an analysis tool. The results of this research indicate that perceived security and subjective norms have a significant influence on the decision to use mobile banking and feature availability does not have a significant influence on the decision to use. The variable that has a direct effect on loyalty is the perceived security variable, while subjective norms and feature availability do not have a significant effect on the loyalty of mobile banking users. Perceived security, feature availability and subjective norms do not have a significant effect on loyalty through usage decisions.
Co-Authors Abdullah Syakur Novianto Abdullah Syakur Novianto Agung Nugroho Lutfi Imam Fahrudi Anni Rahimah Arsyianto, Muhammad Tody Budi Eko Soetjipto Cindy Pramita Fahrudi, Agung Nugroho Luthfi Imam Farah Mutiara Heri Pratikto Ike Nurmaya Devina Imam Mukhlis Kholil, A. Yusuf Ludi Wishnu Wardana Mustaqim, M. Putrihadiningirum, Devika Cherly Ramadhan, Tri Sugiarti Sudarmiatin Tanzil Ilham