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View article: Value-Based Innovative Image to Increase Consumer Preferences in MSMEs Product Purchase Decisions
Value-Based Innovative Image to Increase Consumer Preferences in MSMEs Product Purchase Decisions Open
Micro, Small, and Medium Enterprises (MSMEs) are the backbone of Indonesia's economy, yet their competitiveness remains constrained by weak brand identity and limited consumer insight. Only 0.016% of Indonesia’s 64.1 million MSMEs have for…
View article: CELEBRITY ENDORSEMENT, PERCEIVED AI INTELLIGENCE, AND DIGITAL FIRM INTIMACY: A MIXED-METHODS STUDY ON SOCIAL MEDIA PURCHASE DECISIONS
CELEBRITY ENDORSEMENT, PERCEIVED AI INTELLIGENCE, AND DIGITAL FIRM INTIMACY: A MIXED-METHODS STUDY ON SOCIAL MEDIA PURCHASE DECISIONS Open
Purpose – This study aims to analyze the direct and indirect effects of celebrity endorsement on consumer purchasing decisions in the context of live streaming on social media, with the mediating role of digital firm intimacy and perceived…
View article: The Effect of Green Trust, Brand Image and Product Knowledge on Purchase Decision with Green Price as Moderating Variable (Study of The Body Shop consumers in Indonesia)
The Effect of Green Trust, Brand Image and Product Knowledge on Purchase Decision with Green Price as Moderating Variable (Study of The Body Shop consumers in Indonesia) Open
This research is a type of quantitative research on The Body Shop. This study takes the title "The Influence of Green Trust, Brand Image and Product Knowledge on Purchasing Decisions with Green Price as a Moderating Variable" (Case study o…
View article: Unwrapping the Unknown: Exploring Novelty and Perceived Value as Mediators Between Uncertainty and Purchase Intention
Unwrapping the Unknown: Exploring Novelty and Perceived Value as Mediators Between Uncertainty and Purchase Intention Open
This study investigates how uncertainty influences purchase intention for blind box products, with novelty and perceived value acting as mediating variables within the Stimulus–Organism–Response (S-O-R) framework. Utilizing a mixed-method …
View article: AFFILIATE MARKETING’S IMPACT ON TIKTOK PURCHASE: THE ONLINE REVIEW LINK
AFFILIATE MARKETING’S IMPACT ON TIKTOK PURCHASE: THE ONLINE REVIEW LINK Open
This research investigates the impact of affiliate marketing on purchasing decisions on TikTok, highlighting the mediating roles of online customer reviews and purchase intention. The development of technology and social media has made aff…
View article: BRIDGING THE DIGITAL GAP: THE EFFECT OF DIGITAL TECHNOLOGY ADOPTION ON MSMES PERFORMANCE WITH DIGITAL MARKETING CAPABILITY AS A MEDIATOR
BRIDGING THE DIGITAL GAP: THE EFFECT OF DIGITAL TECHNOLOGY ADOPTION ON MSMES PERFORMANCE WITH DIGITAL MARKETING CAPABILITY AS A MEDIATOR Open
This study aims to examine the effect of digital technology adoption on MSMES business performance with digital marketing capability as mediating variable. This study contributes to the existing literature by dproviding empirical evidence …
View article: STRATEGIC FLEXIBILITY AS A MODERATOR OF THE RELATIONSHIP BETWEEN MARKET ORIENTATION AND MARKETING PERFORMANCE OF CULINARY SMEs IN INDONESIA
STRATEGIC FLEXIBILITY AS A MODERATOR OF THE RELATIONSHIP BETWEEN MARKET ORIENTATION AND MARKETING PERFORMANCE OF CULINARY SMEs IN INDONESIA Open
This empirical study investigates the influence of market orientation on marketing performance and explores the moderating role of strategic flexibility within the context of Indonesian small and medium enterprises (SMEs) culinary in Indon…
View article: THE INFLUENCE OF ENTREPRENEURIAL MARKETING AND DIGITAL MARKETING CAPABILITIES ON MARKETING PERFORMANCE: EVIDENCE FROM CULINARY MSMES
THE INFLUENCE OF ENTREPRENEURIAL MARKETING AND DIGITAL MARKETING CAPABILITIES ON MARKETING PERFORMANCE: EVIDENCE FROM CULINARY MSMES Open
This study aims to analyze the effect of entrepreneurial marketing on marketing performance in food and beverage MSMEs (Micro, Small, and Medium Enterprises) in the Barlingmascakeb area, with digital marketing capabilities as a mediating v…
View article: DETERMINANT FACTORS OF CONSUMER LOYALTY IN BANYUMAS COSMETICS MARKET: A CASE STUDY OF CUSHION SKINTIFIC
DETERMINANT FACTORS OF CONSUMER LOYALTY IN BANYUMAS COSMETICS MARKET: A CASE STUDY OF CUSHION SKINTIFIC Open
This study explores the determinant factors of brand loyalty among Generation Z consumers in the Indonesian cosmetics market, specifically examining Skintific's cushion product users in Banyumas. As local cosmetics brands compete in an inc…
View article: BUILDING CHILD-FRIENDLY EDUCATIONAL TOURISM: MARKETING STRATEGIES AND THE ROLE OF ANIMAL INTERACTION IN PLURAL TOURISM
BUILDING CHILD-FRIENDLY EDUCATIONAL TOURISM: MARKETING STRATEGIES AND THE ROLE OF ANIMAL INTERACTION IN PLURAL TOURISM Open
Child-friendly educational tourism has emerged as an innovative sector within the tourism industry, offering unique experiences through direct interaction between children and animals, such as feeding cows or goats. This study aims to anal…
View article: IDENTIFICATION OF FACTORS INFLUENCING INFORMATION TECHNOLOGY CAPABILITIES ON COMPETITIVE ADVANTAGE IN MSMES: A SYSTEMATIC REVIEW OF LITERATURE
IDENTIFICATION OF FACTORS INFLUENCING INFORMATION TECHNOLOGY CAPABILITIES ON COMPETITIVE ADVANTAGE IN MSMES: A SYSTEMATIC REVIEW OF LITERATURE Open
Information technology is developing very rapidly and is widely used by SMEs in Indonesia. However, why is the role of information technology still not a factor that influences competitive advantage for SMEs? By taking 12 main articles tha…
View article: The Role of Trust in Mediating the Influence of Perceived Value and Service Quality on Tenant Loyalty in Industrial Estates
The Role of Trust in Mediating the Influence of Perceived Value and Service Quality on Tenant Loyalty in Industrial Estates Open
This study aims to examine the effect of perceived value and service quality on tenant loyalty in an industrial estate, with trust as a mediating variable. The research was conducted using a quantitative approach, involving 100 tenant resp…
View article: Much To Choose, Too Confused To Decide: Investigating Customer Confusion As A Mediator Of Information Overload And Decision Postponement
Much To Choose, Too Confused To Decide: Investigating Customer Confusion As A Mediator Of Information Overload And Decision Postponement Open
This study aims to analyze the impact of information overload on decision postponement, with customer confusion as a mediating variable, in the context of consumer behavior on e-commerce platforms in Indonesia. The study adopts a quantitat…
View article: The Influence Of Social Media Influencers On The Buying Interest Of The Young Generation With Consumer Attitude As A Mediation Variable
The Influence Of Social Media Influencers On The Buying Interest Of The Young Generation With Consumer Attitude As A Mediation Variable Open
This research aims to examine the effectiveness of social media influencer advertising on Generation Y and Z, with a focus on source credibility and attractiveness in relation to purchase intention. The study proposes that consumer attitud…
View article: PREDICTING PREDICTING THE INTENTION OF PURCHASE OF COSMETIC PRODUCTS IN ISLAMIC COLLEGE STUDENTS IN BANYUMAS INDONESIA WITH HALAL LABELS AND THEORY PLANNED BEHAVIOR
PREDICTING PREDICTING THE INTENTION OF PURCHASE OF COSMETIC PRODUCTS IN ISLAMIC COLLEGE STUDENTS IN BANYUMAS INDONESIA WITH HALAL LABELS AND THEORY PLANNED BEHAVIOR Open
Cosmetics are products that can not be separated in everyday life. When planning a purchase is influenced cosmetics are products by several factors. This study uses the Theory of Planned Behavior, which is a theory that explains that behav…
View article: The Impact of Family Dynamics on Marketing Performance: The Role of Marketing Agility as a Mediating Variable in the Context of SMEs.
The Impact of Family Dynamics on Marketing Performance: The Role of Marketing Agility as a Mediating Variable in the Context of SMEs. Open
Tis Article discuss the impact of family dynamics on the marketing performance, with marketing agility as a mediating variable. This research is quantitative research that conducted in SME sector. The data was collected thrugh 5 resiident …
View article: Entrepreneurial Orientation and Marketing Innovation ON PERFORMANCE MARKETING WITH LEVEL OF COMPETITION AS INTERVENING VARIABLES (Survey on UMKM Actors in KUNIGAN DISTRICT)
Entrepreneurial Orientation and Marketing Innovation ON PERFORMANCE MARKETING WITH LEVEL OF COMPETITION AS INTERVENING VARIABLES (Survey on UMKM Actors in KUNIGAN DISTRICT) Open
The phenomenon in this research is the market share, especially MSMEs in Kuningan Regency, which experienced a decline in sales from year to year. So it can be interpreted thatThe Kuningan Regency MSME market share experienced negative gro…
View article: Information and communication technology among MSMEs: Drivers and Barriers
Information and communication technology among MSMEs: Drivers and Barriers Open
There is an increasing trend of Information and Communication Technology (ICT) among micro, small, and medium enterprises (MSMEs) today. However, implementing ICT in MSMEs is still challenging due to financial and resource limitations. Thi…
View article: Role Of Generational Age Owners Of Smes In Development Of Marketing Agility
Role Of Generational Age Owners Of Smes In Development Of Marketing Agility Open
The importance of marketing agility in facing rapidly changing market dynamics has become a major concern in modern marketing literature. Marketing agility, defined as an organization’s ability to respond quickly and efficiently to market …
View article: The Role Of Digital Literacy On The Social Media Performance Of Batik MSMEs With Digital Capability As An Intervening Variable
The Role Of Digital Literacy On The Social Media Performance Of Batik MSMEs With Digital Capability As An Intervening Variable Open
MSMEs are the most important pillar in the Indonesian economy. The contribution of MSMEs to the Indonesian economy with one of the MSMEs that supports the Indonesian economy is batik. Barlingmascakeb is one of the residencies that produces…
View article: Strategi Bank Syariah Indonesia Mempertahankan Nasabah Melalui Handling Complaint Di BSI KCP Purwokerto
Strategi Bank Syariah Indonesia Mempertahankan Nasabah Melalui Handling Complaint Di BSI KCP Purwokerto Open
Customer Service is a very important aspect in the banking world. Therefore, banks must focus on providing services to customers. Because good service is a bank's strategy to retain its customers. This study aims to describe the Strategy o…
View article: Biplot Analysis Methods for Selecting the Consumer's Preferences of Primary Needs in Java Island Indonesia
Biplot Analysis Methods for Selecting the Consumer's Preferences of Primary Needs in Java Island Indonesia Open
The effect of COVID-19 pandemic in February 2020 had changingchanged human consumption pattern. Most people especially for lower and middle communitycommunities, they only be able to fulfils the primary needs. The COVID-19 pandemic had bee…
View article: Improving The Marketing Performance Of District Umkm. Banyumas Through Ambidexterity: A Social Network Theory Approach
Improving The Marketing Performance Of District Umkm. Banyumas Through Ambidexterity: A Social Network Theory Approach Open
The ability to build social networks is important for MSMEs because social networks can provide opportunities for MSMEs to gain new customers, resources and market opportunities, which are important for their survival and growth, especiall…
View article: Information and communication technology in SMEs: a systematic literature review
Information and communication technology in SMEs: a systematic literature review Open
The adoption of information and communication technology (ICT) in small- and medium-sized firms (SMEs) is steadily increasing. However, the implementation of ICT in SMEs is hindered by constraints, such as limited financial resources, lack…
View article: Adoption of Virtual Reality Technology as a Strategy to Increase Purchase Intention
Adoption of Virtual Reality Technology as a Strategy to Increase Purchase Intention Open
This study aims to examine the effect of Augmented Reality (AR) technology on users' purchase intention, with brand engagement as a mediating variable, among users of the IKEA Place application in Java Island. Employing a quantitative appr…
View article: Use of Social Media Marketing among MSMEs: Driving and Inhibiting Factors
Use of Social Media Marketing among MSMEs: Driving and Inhibiting Factors Open
This study aims to determine the factors driving and inhibiting social media marketing use among Small, Micro, and Medium Enterprises (MSMEs). Data were analyzed using the quantitative descriptive technique as percentages. This study also …
View article: Analisis Penerapan Etika Bisnis Islam Dalam Komunikasi Pemasaran Produk Simpanan Simbakota di BMT Dana Mentari Muhammadiyah Purwokerto
Analisis Penerapan Etika Bisnis Islam Dalam Komunikasi Pemasaran Produk Simpanan Simbakota di BMT Dana Mentari Muhammadiyah Purwokerto Open
BMT Dana Mentari Muhammadiyah Purwokerto Karanglewas Service Office presents the SIMBAKOTA savings product which aims to meet customers' basic needs on Eid. In marketing SIMBAKOTA products, of course, it is adapted to Islamic business ethi…
View article: Pengangguran , Pendidikan , Inflasi dan Kemiskinan di Indonesia Periode Tahun 2014-2020
Pengangguran , Pendidikan , Inflasi dan Kemiskinan di Indonesia Periode Tahun 2014-2020 Open
The aim of this research is to determine the influence of unemployment, education and inflation on poverty in Indonesia for the 2014-2020 period, either partially or simultaneously. Type of quantitative research with secondary data sources…
View article: The Influence of Green Consumers On Green Decisions: The Role of Green Attitude As Mediating Variable (Case Study on Fore Coffee Consumers)
The Influence of Green Consumers On Green Decisions: The Role of Green Attitude As Mediating Variable (Case Study on Fore Coffee Consumers) Open
The leading factor of Fore Coffee products is to make the product have premium prices compared to products in other coffee shops.This study aimed to determine the effect of green consumers on green decisions for Fore Coffee's environmental…
View article: Social Media Adoption and SMEs Business Performance: Examining Entrepreneurship Orientation and Government Support Policies in Central Java
Social Media Adoption and SMEs Business Performance: Examining Entrepreneurship Orientation and Government Support Policies in Central Java Open
The research analyzed the influence of social media adoption on SMEs’ business performance by examining the mediating role of entrepreneurship orientation and the moderating role of government support policies. The utilization of technolog…