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Iwan Priyadi
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Arthatama: Journal of Business Management and Accounting
Published by Lifescifi Akademia Utama
ISSN : 2655786X     EISSN : 27745678     DOI : https://doi.org/10.54518/art
Core Subject : Economy,
Economics, Econometrics & Finance
The objective of the Arthatama is to promote the wide dissemination of the results of systematic scholarly inquiries into the broad field of business research. Arthatama accepts articles in any business management and accounting related subjects and any research methodology that meet the standards established for publication in the journal. The primary, but not exclusive, audiences are academicians, graduate students, practitioners, and others interested in business research. Arthatama invites manuscripts on various topics including functional areas of marketing management, management accounting, management control systems, information management systems, international business, business economics, business ethics and sustainability, entrepreneurship, financial management, strategic management, operations management, human resource management, e-business, knowledge management.
Arjuna Subject : Bisnis, Menejemen, dan Akutansi (semua kategori) - Bisnis, Menejemen, dan Akutansi (Lain-Lain)
Articles 23 Documents
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Search results for , issue "Vol. 9 No. 2 (2025)" : 23 Documents clear
The Influence of Green Entrepreneurship Orientation, Green Market Orientation, and Organizational Support on the Adoption of Green Innovations Anjelina Sirin; Audita Nuvriasari
Arthatama: Journal of Business Management and Accounting Vol. 9 No. 2 (2025)
Publisher : LifeSciFi

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Abstract

Environmental sustainability has become a critical concern for MSMEs, particularly in the natural dye batik industry in the Special Region of Yogyakarta. This study aims to examine the influence of green entrepreneurial orientation, green market orientation, and organizational support on the adoption of green innovations. A total of 100 MSME owners were surveyed using a non-probability sampling method through structured questionnaires. Instrument testing confirmed that all items were valid and reliable, while classical assumption tests indicated normally distributed data and a regression model free from multicollinearity and heteroscedasticity. The results reveal that green entrepreneurial orientation, green market orientation, and organizational support each have a significant positive effect on the adoption of green innovations. These findings suggest that fostering environmentally oriented entrepreneurial and market practices, supported by organizational backing, can enhance the adoption of sustainable innovations among batik MSMEs. This study contributes to both theory and practice by highlighting the key organizational and market factors that promote green innovation adoption in traditional craft industries.
The Influence of Product Innovation, Marketing Innovation, and Organizational Climate on The Marketing Performance of Convection MSMES Tafrikhan Zulqarnain Oase; Audita Nuvriasari
Arthatama: Journal of Business Management and Accounting Vol. 9 No. 2 (2025)
Publisher : LifeSciFi

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Abstract

MSMEs play a crucial role in the Indonesian economy, particularly in providing employment opportunities and fostering regional economic growth. This study aims to analyze the influence of product innovation, marketing innovation, and organizational climate on the marketing performance of conventional MSMEs in Boyolali. This study uses a quantitative, cross-sectional design. The population comprises convection MSME owners and managers in Boyolali Regency, Central Java, with 100 respondents selected through purposive sampling based on specific criteria. Data collection was obtained through questionnaires distributed to respondents face-to-face. The data analysis tool uses multiple linear regression. The results of the study show that product innovation, marketing innovation, and organizational climate have a positive and significant effect on the marketing performance of MSMEs. This research supports the Resource-Based View (RBV) theory, which emphasizes the importance of capabilities and internal resources in improving marketing performance.
The Effect of Brand Experience, Brand Awareness, and E-Word of Mouth on Customer Engagement of Cafe Customers in Yogyakarta Sefulah; Audita Nuvriasari
Arthatama: Journal of Business Management and Accounting Vol. 9 No. 2 (2025)
Publisher : LifeSciFi

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Abstract

The rapid growth of cafés in Yogyakarta has intensified competition, making customer engagement crucial for sustaining loyalty and repeat purchases. In a digital environment, brand experience, brand awareness, and e-Word of Mouth (e-WOM) are key factors influencing how customers connect with cafe brands. This study aims to analyze the influence of brand experience, brand awareness, and e-WOM on customer engagement among cafe customers in Yogyakarta. The study uses a quantitative survey approach. The research sample consisted of 100 respondents who were users and buyers of cafe products or services in Yogyakarta, with the sampling technique using purposive sampling. The instrument tests confirmed that all data were valid and reliable, and the classical assumption tests indicated that the data were normally distributed with no multicollinearity or heteroscedasticity in the regression model. The results of the study showed that brand awareness and e-WOM partially had a positive and significant effect on customer engagement among cafe customers in Yogyakarta, while brand experience had no significant effect on customer engagement. These findings imply that cafés should prioritize strengthening brand visibility and encouraging positive online reviews to enhance engagement, as digital presence appears more influential than experiential factors alone.

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