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All Journal Jurnal Manajemen Bisnis dan Kewirausahaan Trending: Jurnal Manajemen dan Ekonomi Jurnal Ekonomi, Manajemen, Akuntansi Ganec Swara
Laily Fauziah
Politeknik Negeri Bali
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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Analisis Faktor Yang Mempengaruhi Penggunaan Mobile-Banking Pada Mahasiswa di Bali: Pendekatan Theory Acceptance Model (TAM) Laily Fauziah; Leni Anggraini Susanti; Upayana Wiguna Eka Saputra
EKOMA : Jurnal Ekonomi, Manajemen, Akuntansi Vol. 4 No. 4: Mei 2025
Publisher : CV. Ulil Albab Corp

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56799/ekoma.v4i4.9610

Abstract

Perkembangan teknologi dalam industri perbankan berkembang dengan pesat. Setiap bank menyediakan sistem yang lebih baik dengan mengedepankan efisiensi dan efektifitas bagi nasabah, yaitu salah satunya dengan menyediakan layanan mobile banking (m-banking). Banyaknya jumlah mahasiswa Generasi Z di Indonesia menjadi peluang bagi setiap bank untuk memperkenalkan mobile banking yang dapat menggiring mereka untuk menggunakannya. Penelitian ini bertujuan untuk menganalisa faktor yang mempengaruhi penggunaan mobile banking pada mahasiswa di Bali dengan pendekatan Theory Acceptance Model (TAM). Metode penelitian ini bersifat kuantitatif, pengumpulan data dilakukan dengan menyebarkan kuisioner secara online kepada 100 responden yaitu mahasiswa di Bali. Data yang diperoleh kemudian diolah menggunakan Python. Hasil dari penelitian ini yaitu faktor Compatibility with Lifestyle dan faktor Social Influence memiliki pengaruh signifikan terhadap Intention to Use mobile banking pada mahasiswa di Bali. Sementara Perceive Usefulness, Perceived Ease of Use, Trust tidak menunjukkan pengaruh yang signifikan terhadap Intention to Use mobile banking pada mahasiswa di Bali. Dengan Hasil ini maka memberikan implikasi yang sangat penting bagi perbankan dalam merancang layanan mobile banking.
Perceived Value Mediates Product Quality and Price Effects on Purchases at Pandang Kopi, Gianyar, Bali I Nyoman Hendra Laksmana; Luh Kemala Putri Widhiari; Eldian Rinaldi; Laily Fauziah
Jurnal Manajemen Bisnis dan Kewirausahaan Vol. 6 No. 1 (2026): MARCH
Publisher : Universitas Muhammadiyah Malang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22219/jamanika.v6i1.43299

Abstract

The rapid growth of the Indonesian coffee industry has intensified competition among local coffee shop MSMEs, particularly in tourism destinations such as Gianyar, Bali. In this context, understanding how consumers evaluate product quality and price through perceived value is essential for sustaining competitiveness. This study investigates the direct effects of product quality and price on purchasing decisions and examines the mediating role of perceived value among consumers of Pandang Kopi, a local MSME coffee shop. A quantitative approach was employed using Partial Least Squares–Structural Equation Modelling (PLS-SEM). Data were collected from 106 consumers through accidental sampling and analyzed using SmartPLS 4.1.1.2. The results show that product quality (β = 0,159; p < 0,05) and price (β = 0,161; p < 0,05) have positive and significant direct effects on purchasing decisions. Perceived value demonstrates the strongest influence on purchasing decisions (β = 0,683; p < 0,001), explaining a substantial proportion of variance (R² = 0,79). Product quality (β = 0,309; p < 0,001) and price (β = 0,590; p < 0,001) also significantly enhance perceived value. Mediation analysis reveals that perceived value significantly mediates the relationship between product quality and purchasing decisions (β = 0,211; p < 0,001) as well as between price and purchasing decisions (β = 0,403; p < 0,001). Notably, the indirect effect of price through perceived value is stronger than its direct effect, indicating that consumers emphasize overall value rather than price alone. Theoretically, this study contributes to value-based consumer decision models by empirically validating perceived value as a central psychological mechanism in MSME coffee shops located in tourism regions. Practically, the findings suggest that local coffee shop MSMEs should prioritize sensory product quality, fair pricing, and holistic consumption experiences to strengthen perceived value and encourage purchasing decisions.
Pengaruh Konten Instagram dan Influencer Marketing Terhadap Brand Image BRAWIUM Indonesia: The Influence of Instagram Content and Influencer Marketing on Brand Image of BRAWIUM Indonesia Ni Putu Rista Vebriani; I Made Widiantara; Laily Fauziah
Ganec Swara Vol. 20 No. 3 (2026): September 2026
Publisher : Yayasan Al-Amin Qalbu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59896/gara.v20i3.761

Abstract

This research aims to analyse the influence of Instagram content and influencer marketing on the brand image of BRAWIUM Indonesia, a premium kitchenware brand under PT BRAWO Life Bali. This research uses a quantitative method with data collection techniques in the form of surveys. The sample size of 100 respondents was calculated using the Slovin formula. Data collection was carried out through the distribution of questionnaires, and the results were analysed using multiple linear regression techniques with the help of SPSS. The research results show that Instagram content has a positive and significant effect on brand image (t_count 6.482 > t_table 1.984), as does influencer marketing (t_count 5.679 > t_table 1.984). Furthermore, both variables simultaneously have a significant effect on brand image with an F_count of 193.199 > F_table 3.09 and a coefficient of determination (R²) of 0.803, which means 80.3% of the variation in brand image is explained by Instagram content and influencer marketing, while the remaining variation is explained by other variables outside this study
Analisis Content Marketing terhadap Brand Awareness melalui Customer Engagement pada Instagram Reels Discovery Kartika Plaza Hotel Bali I Made Adrian Wiguna; Kadek Cahya Dewi; Laily Fauziah
Trending: Jurnal Manajemen dan Ekonomi Vol. 4 No. 3 (2026): Juli: Trending: Jurnal Manajemen dan Ekonomi
Publisher : Universitas 45 Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30640/trending.v4i3.7183

Abstract

The increasingly intense competition in the hospitality industry requires companies to effectively utilize social media to build brand awareness. However, challenges remain in creating content that can enhance audience engagement and strengthen brand awareness. This study aims to analyze the effect of content marketing on brand awareness through customer engagement as a mediating variable on Discovery Kartika Plaza Hotel Bali's Instagram Reels. This study employed a quantitative approach using a survey method. Data were collected through questionnaires distributed to 170 respondents who were active Instagram users and had viewed Discovery Kartika Plaza Hotel Bali's Instagram Reels content. The sampling technique used was purposive sampling with a non-probability sampling approach. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with the assistance of SmartPLS 4 software. The results indicate that content marketing has a positive and significant effect on customer engagement. Customer engagement also has a positive and significant effect on brand awareness. In addition, content marketing has a positive and significant effect on brand awareness, both directly and indirectly through customer engagement as a mediating variable. These findings suggest that attractive, relevant, and consistent content can enhance audience engagement, thereby strengthening brand awareness. Therefore, content marketing strategies through Instagram Reels can serve as an effective means of increasing the brand awareness of Discovery Kartika Plaza Hotel Bali.
Co-Authors Eldian Rinaldi I Made Adrian Wiguna I Made Widiantara I Nyoman Hendra Laksmana Kadek Cahya Dewi Leni Anggraini Susanti Luh Kemala Putri Widhiari Ni Putu Rista Vebriani Saputra, Upayana Wiguna Eka