Article Per Year (5 Year)
p-Index From 2021 - 2026
0.23
P-Index
This Author published in this journals
All Journal INTERNATIONAL JOURNAL OF FINANCIAL ECONOMICS (IJEFE)
I Gede Adi Setiawan
Department of Management, Faculty of Economics and Business, Udayana University
Economics, Econometrics & Finance

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
THE ROLE OF BRAND IMAGE IN MEDIATING THE EFFECT OF SOCIAL MEDIA MARKETING ON PURCHASE INTENTION FOR THE SUNAKA JEWELRY BRAND(A Study on Prospective Consumers in Gianyar Regency) I Gede Adi Setiawan; Ni Nyoman Kerti Yasa
INTERNATIONAL JOURNAL OF FINANCIAL ECONOMICS Vol. 3 No. 3 (2026): INTERNATIONAL JOURNAL OF FINANCIAL ECONOMICS (IJEFE)
Publisher : CV. Adiba Aisha Amira

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.5281/zenodo.22263235

Abstract

The Micro, Small, and Medium Enterprises (MSME) sector, particularly the creative industry, is one of the key contributors to Indonesia's economic development. Within Indonesia's creative industry, various business sectors produce diverse products, one of which is silver jewelry craftsmanship. Sunaka Jewelry is a silver jewelry brand that has established a strong brand image among international tourists and overseas markets. However, these market segments have recently shown indications of entering the maturity stage, making the exploration of new market segments, particularly prospective local consumers in Gianyar Regency, a strategic alternative. This study involved 120 respondents selected using a purposive sampling technique. Data were collected through both offline and online questionnaires and analyzed using SPSS for Windows version 24. The findings reveal that all proposed hypotheses are supported. Social media marketing has a positive and significant effect on both purchase intention and brand image. Furthermore, brand image has a positive and significant effect on purchase intention and significantly mediates the relationship between social media marketing and purchase intention.
Co-Authors Ni Nyoman Kerti Yasa