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All Journal Jurnal Manajemen Terapan dan Keuangan Ekuitas: Jurnal Pendidikan Ekonomi EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis International Journal of Social Science and Business Jurnal Nasional Pendidikan Teknik Informatika (JANAPATI) Journal on Education Jurdimas (Jurnal Pengabdian Kepada Masyarakat) Royal YUME : Journal of Management Inovasi: Jurnal Ilmiah Ilmu Manajemen Business Management Analysis Journal (BMAJ) JAIM (Jurnal Abdi Masyarakat) Jurnal Manajemen Bisnis Jurnal Ilmiah Manajemen dan Bisnis eCo-Buss Al-Kharaj: Journal of Islamic Economic and Business International Journal of Economics Development Research (IJEDR) Dinasti International Journal of Economics, Finance & Accounting (DIJEFA) Jurnal Empathy Pengabdian Kepada Masyarakat Quantitative Economics and Management Studies Jurnal Manajemen Sains dan Organisasi (JMSO) Jurnal Abdimas Indonesia : Jurnal Abdimas Indonesia Multidiciplinary Output Research for Actual and International Issue (Morfai Journal) Journal of Accounting and Finance Management (JAFM) Jurnal Ilmiah Hospitality Management Journal of Artificial Intelligence and Digital Business Eduvest - Journal of Universal Studies Journal of Innovative and Creativity Ekuitas Jurnal Pnedidikan Ekonomi Jurnal Manajemen dan Pemasaran Jurnal Ekonomi, Manajemen Pariwisata dan Perhotelan As-Syirkah: Islamic Economic & Financial Journal Jurnal Ekonomi, Manajemen, Akuntansi dan Keuangan
Nilna Muna
Universitas Pedidikan Nasional
Religion Aerospace Engineering Agriculture, Biological Sciences & Forestry Arts Humanities Chemical Engineering, Chemistry & Bioengineering Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Energy Engineering Environmental Science Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Materials Science & Nanotechnology Mathematics Medicine & Pharmacology Neuroscience Nursing Public Health Social Sciences Other

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Pengaruh Brand Symbolism dan Promosi terhadap Purchase Intention yang Dimediasi Brand Identification Muna, Nilna; Dhirgayusa, I Gede Perdana; Martini, I. A. Oka; Laksmi P. , Kadek Wulandari
RIGGS: Journal of Artificial Intelligence and Digital Business Vol. 4 No. 4 (2026): November - January
Publisher : Prodi Bisnis Digital Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/riggs.v4i4.4087

Abstract

The retail industry in Indonesia faces intense competition due to rapid development of digital technology and e-commerce, requiring companies to strengthen marketing strategies relevant to changes in consumer behavior. Matahari Department Store, as one of the largest retailers, has experienced fluctuating performance, reflected in the decline in the number of outlets and unstable sales trends in recent years. This condition demonstrates the importance of evaluating factors that influence consumer purchase intention, particularly brand symbolism and promotion, as well as the role of brand identification as mediating variable. This study aims to analyze the influence of brand symbolism and promotion on purchase intention, both directly and through the mediation of brand identification, among Matahari consumers in Denpasar City. The study used quantitative approach with a sample of 128 respondents selected using a purposive sampling technique according to established criteria. Data processing was carried out using the Structural Equation Modeling – Partial Least Squares (SEM-PLS) method. The results showed that brand symbolism and promotion had a positive and significant effect on brand identification. In addition, brand symbolism, promotion, and brand identification were proven to have a positive effect on purchase intention. Other findings revealed that brand identification acts as a significant partial mediator in the relationship between brand symbolism and promotion on purchase intention. Overall, this study confirms that strengthening the symbolic meaning of a brand, effective promotional support, and building strong brand identification are important factors in increasing consumer purchase intentions in the modern retail industry such as Matahari Department Store.
Perceived Trust dalam Meningkatkan Purchase Intention melalui Attitude Toward Brand pada Tiktok Live Streaming Glad2glow Generasi Z Chandi, Kaninta; Muna, Nilna
RIGGS: Journal of Artificial Intelligence and Digital Business Vol. 4 No. 4 (2026): November - January
Publisher : Prodi Bisnis Digital Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/riggs.v4i4.4129

Abstract

Penelitian ini bertujuan untuk menganalisis secara komprehensif pengaruh perceived trust terhadap purchase intention melalui attitude toward brand pada sesi hidup-langsung (live streaming) Glad2Glow di platform TikTok yang banyak diikuti oleh Generasi Z di Indonesia. Sebanyak 110 responden yang merupakan pengguna aktif TikTok dan pernah menyaksikan live streaming merek tersebut berpartisipasi dalam penelitian ini. Pengumpulan data dilakukan menggunakan kuesioner berskala Likert 1–4 yang dirancang untuk mengukur tingkat kepercayaan konsumen, sikap terhadap merek, serta niat beli. Data yang terkumpul kemudian dianalisis dengan metode Structural Equation Modeling–Partial Least Squares (SEM-PLS) untuk menilai kekuatan dan arah hubungan antarvariabel penelitian. Hasil analisis menunjukkan bahwa perceived trust memberikan pengaruh signifikan terhadap attitude toward brand, yang selanjutnya menjadi mediator penting dalam meningkatkan purchase intention. Meskipun terdapat pengaruh langsung dari kepercayaan terhadap niat beli, jalur tidak langsung melalui pembentukan sikap positif terhadap merek terbukti lebih kuat dan lebih stabil. Temuan ini mengindikasikan bahwa kepercayaan konsumen saja tidak cukup untuk mendorong minat membeli apabila tidak disertai persepsi positif terhadap merek yang dibangun melalui konten live streaming. Secara praktis, penelitian ini memberikan implikasi bahwa strategi live streaming perlu menekankan aspek transparansi penyampaian informasi, interaksi yang responsif, serta kredibilitas host agar mampu membentuk sikap positif terhadap merek dan akhirnya meningkatkan purchase intention konsumen Generasi Z.
Peran Perceived Intercativity dalam Memediasi Live Streaming Attractiveness dan Content Marketing terhadap Purchase Intention pada Tiktok Shop Muna, Nilna; Putri, Ni Putu Jelita Permata
INOVASI Vol. 12 No. 2 (2025): Inovasi: Jurnal Ilmiah Ilmu Manajemen
Publisher : Universitas Pamulang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32493/Inovasi.v12i2.p463-472.54665

Abstract

Pertumbuhan pesat live streaming commerce pada platform seperti TikTok Shop telah mengubah pola keterlibatan konsumen, namun hasil penelitian sebelumnya masih menunjukkan ketidakkonsistenan mengenai pengaruh daya tarik siaran langsung dan pemasaran konten terhadap niat beli. Penelitian ini bertujuan untuk menganalisis peran perceived interactivity dalam memediasi hubungan antara live streaming attractiveness dan content marketing terhadap purchase intention pada konsumen Jiniso di Kota Denpasar. Pendekatan yang digunakan adalah kuantitatif dengan teknik analisis Partial Least Squares–Structural Equation Modeling (PLS-SEM) melalui SmartPLS 4.0. Data diperoleh dari 180 responden yang pernah mengikuti siaran langsung dan berinteraksi dengan konten Jiniso di TikTok Shop. Hasil penelitian menunjukkan bahwa live streaming attractiveness dan content marketing berpengaruh positif dan signifikan terhadap purchase intention, baik secara langsung maupun melalui perceived interactivity sebagai mediasi parsial. Temuan ini menegaskan pentingnya interaktivitas, daya tarik penyaji, serta kualitas konten kreatif dalam membangun kepercayaan dan mendorong niat beli konsumen di ekosistem live streaming commerce.
Strategi Peningkatan Tingkat Hunian Melalui Promosi, Kualitas Layanan, dan Citra Hotel di Bali Mega Hotel Jimbaran Yoga, Putu Lina Kurnia; Maheswari, Anak Agung Istri Agung; Nurmalasari, Made Ratih; Muna, Nilna
Jurnal Ekonomi, Manajemen Pariwisata dan Perhotelan Vol. 5 No. 1 (2026): Januari: Jurnal Ekonomi, Manajemen Pariwisata dan Perhotelan
Publisher : Lembaga Pengembangan Kinerja Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jempper.v5i1.5901

Abstract

This study examines how promotional strategies, service quality, and hotel image influence occupancy rates at Bali Mega Hotel Jimbaran. The research involved 98 respondents living in the South Kuta area, aged 17–45 years, who had stayed at the hotel more than once. Data were analyzed using Partial Least Square (PLS) version 4. The findings indicate that all three variables—promotional strategies, service quality, and hotel image—positively and significantly contribute to higher occupancy levels. These results highlight the importance of strengthening the hotel’s marketing efforts, particularly through engaging digital promotions that appeal to potential guests. In addition, improving service quality by enhancing staff responsiveness, refining guest interaction, and ensuring consistent service delivery is essential. The study also recommends upgrading outdated facilities, adding amenities that guests commonly expect, and ensuring greater comfort throughout the hotel environment. Collectively, these improvements can enhance the hotel’s overall image, align more closely with guest expectations, and ultimately increase the value perceived by tourists, thereby helping Bali Mega Hotel Jimbaran remain competitive in the hospitality market.
Analysis of the Role of Customer Engagement in Mediating the Effect of Video Information Quality and Perceived Authenticity on Purchase Intention: A Study on Kick Avenue TikTok Nilna Muna; I Putu Indra Wiguna
Al-Kharaj: Journal of Islamic Economic and Business Vol. 8 No. 1 (2026): All articles in this issue include authors from 3 countries of origin (Indonesi
Publisher : LP2M IAIN Palopo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24256/kharaj.v8i1.8873

Abstract

The rapid development of social commerce on TikTok has changed consumer purchasing behavior in Indonesia, but the mediating role of customer engagement between video information quality, perceived authenticity, and purchase intention remains underexplored, especially for premium sneaker brands like Kick Avenue. This study aims to analyze the mediating effect of customer engagement on the influence of Video Information Quality (VIQ) and Perceived Authenticity (PA) on Purchase Intention (PI). Using an explanatory quantitative design with a cross-sectional online survey (n=240 purposive samples of TikTok users aged ≥17 who viewed Kick Avenue content), data were collected through a 20-item Likert-4 scale questionnaire adapted from validated sources and analyzed with SEM-PLS on SmartPLS 4.0. The results showed significant direct effects (VIQ→PI β=0.386; PA→PI β=0.450; CE→PI β=0.394, all p<0.001) and partial mediation (VIQ→CE→PI β=0.174; PA→CE→PI β=0.107, p<0.001), explaining 69.2% of the variance in CE and 41.8% of the variance in PI (Q²=0.821). In conclusion, quality and authentic video content drives engagement to increase purchase intention, providing guidance for TikTok strategies for retailers.
peran brand awareness sebagai mediasi pemasaran digital dan customer review terhadap keputusan pembelian di nesh navya Ni Kadek Denda Clarisa Faradita; I Gusti Ngurah Oka Ariwangsa; Nilna Muna; Putu Ayu Titha Paramita Pika
As-Syirkah: Islamic Economic & Financial Journal Vol. 4 No. 4 (2025): As-Syirkah: Islamic Economic & Financial Journal 
Publisher : Ikatan Da'i Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56672/

Abstract

This study aims to empirically test and analyze the strategic role of Brand Awareness as a mediating variable in influencing the relationship between Digital Marketing and Customer Reviews on Purchasing Decisions among Nesh Navya consumers. This study uses a quantitative approach with a survey method, where data is collected from respondents through a structured questionnaire and analyzed using Structural Equation Modeling (SEM) based on Partial Least Squares (PLS) through SmartPLS software. The results show that Digital Marketing and Customer Reviews have a significant positive influence on the formation of Brand Awareness, and Brand Awareness is also proven to be significant in driving Purchasing Decisions. Crucial findings confirm that Brand Awareness plays an effective partial mediation role; the combined effect of Digital Marketing and Customer Reviews on Purchasing Decisions becomes substantially stronger through the strengthening of Brand Awareness. Therefore, it is concluded that Brand Awareness at Nesh Navya is not only the result of marketing activities, but is a critical bridge that integrates digital initiatives and the credibility of consumer reviews into real transaction decisions, so the company is advised to continue prioritizing investment in strategies that strengthen brand visibility and awareness on an ongoing basis.
The Mediating Role of FoMO in the Influence of Discounts and Servicescape on Gym Membership Subscription Decisions Syadza Rafa Nafisah, Ghalda; Sri Manik Parasari, Nyoman; Muna, Nilna; Putu Nina Eka Lestari, Ni
Journal of Accounting and Finance Management Vol. 6 No. 5 (2025): Journal of Accounting and Finance Management (November - December 2025)
Publisher : DINASTI RESEARCH

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/jafm.v6i5.2835

Abstract

This study examines how the Fear of Missing Out (FoMO) functions as a mediating variable in the relationship between Discounts and Servicescape on consumers’ decisions to subscribe at Yes Fitness in Bali. Increasing rivalry within the fitness sector encourages companies to create more efficient marketing approaches, such as price-related promotions, an engaging physical environment, and psychological tactics that generate urgency. A quantitative approach was adopted using purposive sampling, resulting in 257 valid respondents. The dataset was analyzed through Partial Least Squares–Structural Equation Modeling (PLS-SEM). The findings reveal that Discounts and Servicescape have a significant impact on FoMO, and all variables significantly influence subscription decisions. FoMO is also proven to partially mediate the effect of Discounts and Servicescape on consumer subscription behavior. These results emphasize the strategic value of limited-time promotional offers, well-designed and appealing servicescapes and urgency-based communication strategies in encouraging consumers’ willingness to subscribe. The practical implications suggest that fitness centers can enhance their competitiveness by improving promotional planning, optimizing physical layouts, and incorporating FoMO-driven communication approaches.
Knowledge Sharing and Learning Culture in Driving Employee Innovation Through Adaptive Competence as a Mediating Variable I Gusti Ngurah Widya Hadi Saputra; I Gusti Ayu Ratih Swandewi; Nilna Muna; Ni Putu Nina Eka Lestari
Journal of Innovative and Creativity Vol. 5 No. 3 (2025)
Publisher : Fakultas Ilmu Pendidikan Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/joecy.v5i3.5659

Abstract

Public sector organizations are increasingly required to be adaptive, collaborative, and innovative in responding to technological advancements and the growing complexity of societal needs. This study aims to examine the role of knowledge sharing and learning culture in enhancing employee innovation, with adaptive competence as a mediating variable at the Badan Pendapatan Daerah (Bapenda) of Badung Regency. A quantitative approach was employed using a saturated sampling technique involving all 378 employees. Data were collected through a Likert-scale questionnaire and analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS). The results reveal that knowledge sharing has a positive and significant effect on employee innovation, indicating that stronger knowledge-sharing practices lead to greater innovative behavior. Learning culture positively and significantly influences employee innovation, indicating that a supportive learning environment enhances employees’ innovative capacity. Knowledge sharing also strengthens adaptive competence, while a learning culture similarly improves employees’ adaptability. Adaptive competence itself has a significant positive effect on employee innovation, showing that more adaptable employees tend to be more innovative. Mediation results confirm that adaptive competence partially mediates the effects of both knowledge sharing and learning culture on employee innovation. Thus, these factors enhance innovation not only directly but also indirectly through improved adaptive capabilities. These findings highlight the strategic importance of strengthening learning culture, facilitating knowledge sharing, and enhancing adaptive competence as key enablers of employee innovation in the public sector context.
Exploring the Implementation of Digitalization and Business Innovation on SME Performance of at Gudang Ayam Potong Bu Haji Mala Rosalinda Rosalinda; I Gusti Ngurah Widya Hadi Saputra; Putu Dyah Permatha Korry; Nilna Muna
Journal of Innovative and Creativity Vol. 6 No. 1 (2026)
Publisher : Fakultas Ilmu Pendidikan Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/joecy.v6i1.7202

Abstract

This study explores the implementation of digitalization and business innovation to improve the performance of MSMEs at Gudang Ayam Potong Bu Haji Mala, Denpasar, Bali. The background of this research is the need for digital transformation in the Industry 4.0 era in the dynamic food sector, where MSMEs, as the backbone of Indonesia’s economy, must adapt to face globalization. This research uses an exploratory qualitative method with triangulation techniques, namely in-depth or semi-structured interviews, observation, and documentation of the owner, manager, administrative staff, and social media staff at Gudang Ayam Potong Bu Haji Mala. The choice of qualitative method aims to understand in depth the processes, strategies, and challenges encountered in adopting digitalization and business innovation. The results show initial digitalization through social media, QRIS/bank transfer transactions, and digital record-keeping, but are constrained by human resources and infrastructure. Business innovation includes product diversification (fillet, marinades, hampers), production efficiency through modern tools, and digital marketing strategies that increase sales, efficiency, and customer satisfaction. This research contributes theoretically to MSME innovation management and practically as a reference for digital strategies for business actors and the government.
Understanding Purchase Intention Toward Augmented Reality Through The Perspective of The Technology Acceptance Model (TAM) Theory: A Study on Indonesian Gen Z Muna, Nilna; Chasyim, Melati Ayu; Retnasamy, Vithyacharan
Business Management Analysis Journal (BMAJ) Vol. 8 No. 2 (2025): Business Managament Analysis Journal (BMAJ)
Publisher : Universitas Muria Kudus

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24176/bmaj.v8i2.15936

Abstract

The purpose of this study is to examine how Augmented Reality Adoption (ARA) affects Purchase Intention (PI) among Indonesian Generation Z consumers, using Positive Attitude (PA) as a mediating variable. The study uses the Technology Acceptance Model (TAM) to explain how users' purchasing decisions are influenced by their perceptions of AR's usefulness, enjoyment, and interactivity. 270 respondents were given online questionnaires as part of a quantitative approach, and Partial Least Squares Structural Equation Modeling (PLS-SEM) was utilized to evaluate the data. The findings demonstrate that PA has a considerable beneficial impact on PI and that ARA considerably affects both PA and PI. Furthermore, the association between ARA and PI is partially mediated by PA, suggesting that customers are more prepared to make purchases when they are feeling well. However, this study only includes respondents from Generation Z and excludes other mediating factors like perceived ease of use or consumer trust. To better understand AR-based consumer behavior, future research is advised to use a mixed-method approach and incorporate more variables.
Co-Authors Agus Wahyudi Salasa Gama Anak Agung Istri Agung Maheswari Ardiansyah, Sultan Fadillah Ayu Swahastuti, Ida Chandi, Kaninta Chasyim, Melati Ayu Darmayanti, Ni Kadek Ika Desak Made Febri Purnama Sari Dewi, Putu Tasya Villia Dhirgayusa, I Gede Perdana I G. N. Oka Ariwangsa I Gusti Ayu Cynthia Puspita Sari I Gusti Ayu Ratih Swandewi I Gusti Ngurah Widya Hadi Saputra I Putu Indra Wiguna I Putu Miartana Ida Bagus Raka Suardana Ida Bagus Raka Suardana, Kadek Devi Kalfika Anggria Wardani Jannah, Qomarullah Agustiya Kadek Devi Kalfika Anggria Wardani Komang Sri Widiantari Krismadhita, Angga Putera Laksmi, Kadek Wulandari Lucky Abrorry Made Ratih Nurmalasari Maha Wiradharma, Putu Manuaba, Ida Ayu Mas Pramesthi Dharma Dewi Martini, I. A. Oka Nailatin Fauziyah Ni Kade Yenny Pratiwi Ni Kadek Denda Clarisa Faradita Ni Kadek Vera Dwi Lestari Ni Luh Gede Putri Antari Ni Luh Putu Sulistya Dewi Ni Nyoman Dwi Adnyani Ni Putu Nina Eka Lestari Ni Putu Yulia Mawarisma Ni Wayan Eka Mitariani Nyoman Evayanti Christy Nyoman Sri Subawa Parasari, Nyoman Sri Manik Pika, Putu Ayu Titha Paramita Pramana Putra, I Kadek Rio Pratiwi, Nuke Aulia Purniari, Ni Kadek Tika Putri, Ni Putu Jelita Permata Putu Dyah Permatha Korry Putu Nina Eka Lestari, Ni Putu Yuli Widya Astuti Retnasamy, Vithyacharan Rosalinda Rosalinda Saber, Alexander Barro Saputra, I Made Dwija Adi Sari, Ni Putu Thrisna Wulan Syadza Rafa Nafisah, Ghalda trisna, Trisna Puspita Sari Ummah, Risalatul Wahyu Krisna Kerta Negara Wahyu Permana Wijaya, Gede Crisna Yoga, Putu Lina Kurnia Yulianti, Uyunun Nadhira Rahma Zuardin, Zuardin