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All Journal Jurnal Ilmiah Manajemen dan Bisnis Jurnal Ilmiah Edunomika (JIE) BERNAS: Jurnal Pengabdian Kepada Masyarakat Jurnal Bisnis Hospitaliti JURNAL ILMIAH GLOBAL EDUCATION DAS SEIN: Jurnal Pengabdian Hukum dan Humaniora Economic Reviews Journal Jurnal Ilmiah Hospitality Management Journal of Artificial Intelligence and Digital Business
Sari, Putu Ratna Juwita
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Sustaining Celuk Silver Craft Through Brand Image : Enhancing Competitiveness Based On Creative Tourism Wisudawati, Ni Nyoman Sri; Sari, Putu Ratna Juwita; Gayatri , Ni Nyoman Putri; Bria, Anastasya Endria
Jurnal Ilmiah Hospitality Management Vol. 16 No. 1 (2025): December 2025
Publisher : Institut Pariwisata dan Bisnis Internasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22334/jihm.v16i1.331

Abstract

Celuk silver crafts face competitive challenges in the creative tourism era, thus demanding increased innovation, strengthening digital branding, and developing creative tourism experiences. This study aims to analyze the influence of Product Innovation, Digital Branding, and Creative Tourism on Brand Image and Competitiveness using a quantitative approach based on SmartPLS 4.0. A total of 200 tourist respondents were involved in the measurement’s instruments demonstrated acceptable levels of validity and reliability. The inner model shows moderate to strong R-square values for brand image and competitiveness, while the outer model output indicates that all indicators are valid and reliable. The main results indicate that product innovation, digital branding, and creative tourism enhance brand image and competitiveness, with brand image serving as an important mediator. The findings, interpreted through the Resource-Based View (RBV) confirm that innovation, creative experiences, and digital branding capabilities are sources of sustainable competitiveness advantage for Celuk silver crafts.
Membuka Potensi: Evaluasi Komprehensif Augmented Reality dan Virtual Try-On Dalam Membentuk Persepsi Konsumen Sari, Desak Made Febri Purnama; Wibisono, Stefanus Rendhy; Sari, Putu Ratna Juwita; Wisudawati, Ni Nyoman Sri
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.v4i4.4732

Abstract

Penelitian ini bertujuan untuk melakukan evaluasi komprehensif terhadap pemanfaatan teknologi Augmented Reality (AR) dan Virtual Try-On (VTO) dalam membentuk persepsi konsumen pada industri kosmetik di Bali. Latar belakang penelitian adalah pesatnya transformasi digital industri kosmetik global, di mana merek-merek besar seperti L'Oréal dan Maybelline telah sukses mengimplementasikan AR/VTO untuk meningkatkan pengalaman berbelanja. Di Bali, meskipun tingkat literasi digital masyarakat tinggi (87,15%), terdapat kesenjangan signifikan antara kesiapan konsumen dengan kemampuan adopsi teknologi imersif oleh UMKM kosmetik lokal yang masih bergantung pada pemasaran konvensional. Mengadopsi pendekatan kualitatif deskriptif, penelitian ini menggali makna dan pengalaman subjektif secara mendalam. Data primer diperoleh melalui wawancara mendalam dengan delapan informan yang terdiri dari konsumen (pengguna dan non-pengguna AR/VTO), produsen (pengguna dan non-pengguna teknologi), beauty influencer, serta seorang pengamat ekonomi. Analisis data menggunakan model Miles dan Huberman, dengan keabsahan data dijamin melalui triangulasi sumber dan teknik. Hasil penelitian menunjukkan bahwa AR/VTO berperan krusial dalam meningkatkan kepercayaan konsumen (brand trust), mengurangi ketidakpastian produk, dan menciptakan pengalaman belanja yang personal, interaktif, dan menyenangkan (hedonic motivation). Namun, UMKM lokal dihadapkan pada tantangan berupa keterbatasan modal, literasi digital, dan akses terhadap teknologi. Penelitian ini memberikan implikasi strategis bagi pelaku UMKM untuk mempertimbangkan adopsi AR/VTO guna meningkatkan daya saing, serta memberikan kontribusi teoretis pada kajian pemasaran digital dan perilaku konsumen.
Co-Authors Anak Agung Istri Agung Maheswari Antari, Putu Eva Ditayani Arniti, Ni Ketut Basmantra, Ida Nyoman Bria, Anastasya Endria Desak Made Febri Purnama Sari Gayatri , Ni Nyoman Putri I Gusti Ngurah Widya Hadi Saputra I Made Sindhu Yoga Ida Ayu Oka Martini Kale, Gloria Velove Melati Budi Srikandi Ni Nyoman Sri Wisudawati Ni Putu Bayu Widhi Antari Ni Wayan Widhiasthini Parasari, Nyoman Sri Manik Pratiwi, Putu Ersa Citra Putri Ekaresty Haes Ratnawati, Ni Putu Diah Rendra, Kadek Elsa Masari Devi Susanti, Gusti Ayu Komang Viona Ary Swandewi, Ni Kadek Ayu Ulandari, Komang Wibisono, Stefanus Rendhy Wicaksana, I Putu Bayu Andre