Article Per Year (5 Year)
p-Index From 2021 - 2026
0.408
P-Index
This Author published in this journals
All Journal INOTEKS : Jurnal Inovasi Ilmu Pengetahuan, Teknologi, dan Seni IIJSE
Utami, Zuchdiawati Luthfi
Unknown Affiliation
Arts Humanities Computer Science & IT Economics, Econometrics & Finance

Published : 2 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 2 Documents
Search

 1 
The Influence of Marketing Literacy, Fear of Missing Out (FOMO), Social Class and Brand Awareness on Generation Z's Purchase Behavior with Consumer Satisfaction as a Mediating Variable Nuranti, Barida Rakhma; Saputra, Viant Anggi; Utami, Zuchdiawati Luthfi; Putra, Reska Anggara
Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE) Vol 9 No 1 (2026): Sharia Economics
Publisher : Universitas KH. Abdul Chalim Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/iijse.v9i1.9058

Abstract

This study examines the influence of marketing literacy, Fear of Missing Out (FOMO), social class, and brand awareness on Generation Z's purchase behavior with consumer satisfaction as a mediating variable. Using a quantitative approach with a causal design, data were collected through structured questionnaires from 203 Generation Z respondents in Yogyakarta who are active shoppers of fashion products. Data analysis used Partial Least Squares (PLS) based Structural Equation Modeling (SEM). The results show that the four independent variables have a positive and significant influence on purchase behavior with a coefficient of determination (R²) of 0.729. Brand awareness is the most dominant predictor (β = 0.369, p < 0.001), followed by marketing literacy (β = 0.303, p < 0.001), social class (β = 0.296, p < 0.001), and FOMO (β = 0.258, p < 0.001). Consumer satisfaction was proven to be a significant partial mediator with an R² of 0.683. These findings provide a theoretical contribution to the development of a Generation Z consumer behavior model and practical implications for fashion businesses in formulating effective marketing strategies.
Entrepreneurship training and mentoring for the Marsudi Luhur women farmer group Sunarta, Sunarta; Aryanto, Ardi; Utami, Zuchdiawati Luthfi; Dias, Bartolomius; Saputra, Viant Anggi; Arifin, Noor; Ramadhan, Aditiya Akbar; Lestari, Wiwit; Addiba, Mutiara Zakya; Bilqisthy, Syena Azkiya
INOTEKS: Jurnal Inovasi Ilmu Pengetahuan,Teknologi, dan Seni Vol 30, No 1 (2026)
Publisher : Universitas Negeri Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21831/ino.v30i1.90531

Abstract

This community service program aimed to enhance the entrepreneurial capacity of Marsudi Luhur Women Farmer Group (KWT) through training and mentoring focused on improving entrepreneurial skills, expanding marketing reach, and fostering sustainable entrepreneurial motivation. The program employed a participatory training and mentoring approach comprising four main components: mindset transformation, entrepreneurial spirit building, business environment awareness, and promotional media selection. Program effectiveness was evaluated through pretest and posttest with statistical analysis using Paired Samples T-Test. The results showed a highly significant improvement (p < 0.001) with an average score increase from 8.44 to 9.56. There was also a homogenization of participants' understanding indicated by the decrease in standard deviation from 1.261 to 0.586. The training and mentoring program proved effective in enhancing the entrepreneurial capacity of KWT members. For sustainability, follow-up mentoring focusing on digital marketing and product development is recommended.
Co-Authors Addiba, Mutiara Zakya Aryanto, Ardi Barida Rakhma Nuranti Bilqisthy, Syena Azkiya Dias, Bartolomius LESTARI, WIWIT Noor Arifin Ramadhan, Aditiya Akbar Reska Anggara Putra Saputra, Viant Anggi Sunarta Sunarta