Article Per Year (5 Year)
p-Index From 2021 - 2026
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This Author published in this journals
All Journal Eduvest - Journal of Universal Studies International Journal of Multidisciplinary Research of Higher Education (IJMURHICA)
Oka Martini
Universitas Pendidikan Nasional, Indonesia
Aerospace Engineering Computer Science & IT Economics, Econometrics & Finance Education Engineering Health Professions Languange, Linguistic, Communication & Media Neuroscience Social Sciences

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Development of Tourism Village Potential in the Perspective of Reinventing Government in Kesiman Kertalangu Village, East Denpasar District, Denpasar City Ni Wayan Santiasih; Oka Martini
Eduvest - Journal of Universal Studies Vol. 5 No. 7 (2025): Eduvest - Journal of Universal Studies
Publisher : Green Publisher Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59188/eduvest.v5i7.51856

Abstract

This study analyzes the development of tourism village potential through the perspective of reinventing government in Kesiman Kertalangu Village, East Denpasar District, Denpasar City. The research aims to determine the application of the principles of reinventing government in the development of tourism villages and identify supporting and inhibiting factors in its implementation. The research method uses a descriptive qualitative approach with in-depth interview techniques, observations, and documentation studies. The research informants include the Village Head, Village Secretary, BUMDES managers, and the community. The results of the study show that of the 10 principles of reinventing government, 9 principles have been well implemented, namely catalytic government, community-owned, competitive, results-oriented, customer-oriented, entrepreneurial, anticipatory, decentralized, and market-oriented. One principle that is not optimal is mission-oriented government because the budget system is still bound by the bureaucracy of the APBDes. Supporting factors include unique natural potential, strong leadership, and village government support. The inhibiting factors are the limitation of professional human resources, budget dependence on village funds, and lack of private investment. This tourist village has succeeded in increasing the village's PAD and creating jobs for the local community.
Brand Equity Mediates Firm-Created Content, User-Generated Content, and Digital Word of Mouth Putu Winna Maharani Winarta; Oka Martini
International Journal of Multidisciplinary Research of Higher Education Vol 9 No 1 (2026): (January) Theme Education, Religion Studies, Social Sciences, STEM and Economic D
Publisher : Islamic Studies and Development Center in Collaboration With Students' Research Center Universitas Negeri Padang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24036/ijmurhica.v9i1.469

Abstract

This study analyzes the mediating role of brand equity in the relationships between firm-created content (FCC), user-generated content (UGC), and digital word of mouth (dWOM) on purchase intention in the context of social media marketing. A quantitative design with an associative causality approach was employed, with data collected online from TikTok users in Indonesia who had interacted with Mosdoom bag content. Purposive sampling was applied with criteria including being at least 18 years old, residing in Indonesia, and having engaged with Mosdoom-related content within the last three months, yielding 140 valid responses based on Hair’s formula. Data were obtained through differential-scale questionnaires and analyzed using regression techniques to examine direct and indirect effects. The findings demonstrate that FCC, UGC, and dWOM each exert positive and significant effects on brand equity and purchase intention, while brand equity itself significantly enhances purchase intention. Furthermore, brand equity is confirmed to play a significant mediating role in strengthening the influence of FCC, UGC, and dWOM on purchase intention. These results highlight the strategic importance of brand equity in digital consumer behavior, offering theoretical contributions to the literature on social media marketing and practical implications for firms seeking to optimize consumer engagement and purchasing decisions.
Co-Authors Ni Wayan Santiasih Putu Winna Maharani Winarta