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Richadinata, Kadek Riyan Putra
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The Influence of Brand Image, Product Innovation, and Marketing Content on Purchasing Decisions Honda Scoopy Motorbikes in Denpasar City Agustina, Febyola; Widnyani, Ni Made; Richadinata, Kadek Riyan Putra
West Science Interdisciplinary Studies Vol. 2 No. 09 (2024): West Science Interdisciplinary Studies
Publisher : Westscience Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/wsis.v2i09.1259

Abstract

Changes in consumer preferences in the motorcycle industry demand companies to enchance their marketing strategies to meet the need for efficient transportation amidst intense market competition. Denpasar serves as a prominent commercial hub, facilitating the acquisition of information. This research carried out in Denpasar, a city divided into four districts, with the objective of evaluating the impact of brand image, product development, and marketing content on the purchasing decisions for Honda Scoopy scooters in the region. A quantitative, descriptive research approach was employed. The target population included motorcycle riders who did not currently own a Honda Scoopy. A purposive sampling method was utilized, resulting in a sample 100 respondents. Data were collected using a structured survey consisting of 18 questions designed to measure each variable. The responses from the 100 participants were analyzed using multiple regression analysis with SPSS Statistics 26. The results indicate that brand image substantial impacts on consumer decision-making. Marketing content also affects these decisions, while product innovation has a substantial and positive effect on purchasing choices. The coefficient of determination (R²) is 73.4%, suggesting that brand image, product innovation, and marketing content collectively explain 73.4% of the variance in purchasing decisions. Factors that are not included in the regression model have an impact on the remaining 26.6%. Therefore, can surmised that brand image, product development, and marketing content significantly impact purchasing decisions.
Pengaruh Citra Merek, Kualitas Pelayanan dan Online Customer Review terhadap Keputusan Pembelian Mie Kober di Bali Putra, I Kadek Sania; Richadinata, Kadek Riyan Putra; Rettobjaan, Vitalia Fina Carla
Jurnal Bisnis dan Manajemen West Science Vol 3 No 04 (2024): Jurnal Bisnis dan Manajemen West Science
Publisher : Westscience Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/jbmws.v3i04.1667

Abstract

Dunia bisnis saat ini sangat berkembang pesat dan memunculkan persaingan yang ketat demi mempertahankan bisnis mereka. Salah satu bisnis yang banyak berkembang saat ini adalah bisnis kuliner. Bisnis kuliner adalah salah satu industri yang tetap bertumbuh. Adapun tujuan dari penelitan ini yaitu : Mengetahui pengaruh citra merek terhadap keputusan pembelian Mie Kober di Bali. Mengetahui pengaruh kualitas pelayanan terhadap keputusan pembelian Mie Kober di Bali. Mengetahui pengaruh online customer review terhadap keputusan pembelian Mie Kober di Bali. Desain penelitian yang digunakan dalam penelitian ini adalah kuantitatif. Penelitian ini dilakukan di Bali pada beberapa kabupaten yaitu kabupaten Gianyar, Badung, dan Denpasar. Dari keseluruhan populasi yang ada, maka sampel dalam penelitian ini diambil yakni sebanyak 96 orang. Analisis data yang dilakukan dalam penelitian ini adalah analisis kuantitatif dan uji statistik. Dimana analisis kuantitatif dan uji statistik dilakukan dengan cara, yaitu : Analisis Regresi Linear Berganda. Hasil analisis menunjukan bahwa variabel citra merek memiliki hubungan positif pada keputusan pembelian. Hasil analisis regresi menunjukan variabel kualitas pelayanan memiliki hubungan positif pada keputusan pembelian. Hasil analisis regresi menunjukan variabel online customer review memiliki hubungan positif pada keputusan pembelian. Hal ini berarti online customer review berpengaruh signifikan pada keputusan pembelian. Simpulan penelitian menunjukan citra merek memiliki hubungan positif pada keputusan pembelian.  kualitas pelayanan berpengaruh signifikan pada keputusan pembelian online customer review berpengaruh signifikan pada keputusan pembelian.
Transformasi Digital: Meningkatkan Pemasaran Hasil Pertanian Melalui Media Sosial Aristayudha, A A Ngurah Bagus; Richadinata, Kadek Riyan Putra; Indraswari, Ni Putu Fani Dian
UNBI Mengabdi Vol. 6 No. 1 (2025): UNBI Mengabdi Januari
Publisher : Universitas Bali Internasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34063/um.v6i1.399

Abstract

Program pengabdian ini bertujuan untuk meningkatkan literasi digital dan keterampilan pemasaran digital bagi anggota Kelompok Agropertiwi di Desa Ubung Kaja. Dalam kondisi awal, anggota kelompok menghadapi kesulitan dalam memanfaatkan media sosial dan pemasaran digital untuk menjangkau pasar yang lebih luas, mengakibatkan penurunan penjualan hasil pertanian. Program ini mencakup pelatihan penggunaan media sosial, pengelolaan konten, serta penggunaan alat analisis untuk strategi pemasaran digital. Hasilnya menunjukkan bahwa 80% peserta menjadi lebih familiar dengan media sosial dan mampu mengelola konten, sementara 70% dapat menggunakan alat analisis untuk mengevaluasi strategi pemasaran mereka. Meskipun demikian, tantangan terbesar adalah resistensi terhadap teknologi baru di kalangan anggota yang lebih tua, yang memerlukan pendekatan pelatihan yang lebih intensif dan berkelanjutan. Program ini berpotensi mendukung keberlanjutan ekonomi hijau dan perluasan akses pasar bagi kelompok tani.   This community service program aims to improve digital literacy and digital marketing skills for members of the Agropertiwi Group in Ubung Kaja Village. In the initial condition, group members faced difficulties in utilizing social media and digital marketing to reach a wider market, resulting in a decrease in sales of agricultural products. The program included training in the use of social media, content management, as well as the use of analytical tools for digital marketing strategies. The results showed that 80% of participants became more familiar with social media and were able to manage content, while 70% were able to use analytics tools to evaluate their marketing strategies. Nonetheless, the biggest challenge is the resistance to new technology among older members, which requires a more intensive and sustainable training approach. This program has the potential to support green economy sustainability and expanded market access for farmer groups.
Co-Authors A A Ngr Bagus Aristayudha Ada, Kadek Bramdhika Agustina, Febyola Astakoni, I Made Purba Dewi, Putu Febri Candra Febyola Agustina Gathra Crislana I Gede Karang Komala Putra I Gede Wahyu Surya Dharma I Gusti Ngurah Made Yudhi Saputra I Kadek Sania Putra I Made Purba Astakoni I Made Wardana I Wayan Wardita Ida Bagus Swaputra Indraswari, Ni Putu Fani Dian Ketut Darmayasa Khadijah Febriana Rukhmanti Udhayana Kusuma, AA Made Indra Wijaya M Doni Permana Putra Made Karma Maha Wirajaya Mannan, Alif Naufal Anyuri Ni Kadek lisa Pebrianti Ni Kadek Rahayu Intan Febry Susanti Ni Kadek Winda Patriani Ni Luh Putu Surya Astitiani Ni Made Ary Lisnawati Ni Made Asti Aksari, Ni Made Asti Ni Wayan Ekawati Nyoman Trisna Aryanata Pebrianti, Ni Kadek lisa Pratama, Putu Yogi Agustia Purnamawati, Ni Luh Gede Putu Putra, I Kadek Sania Putra, I Made Luhur Adi Putu Gede Arya Wardana Reganata, Gde Palguna Sri Ayuni, Ni Made Sugianta, Kadek Arya Tresia, Ni Wayan Budi Artiva Vitalia Fina Carla Rettobjaan Widnyani , Ni Made Widnyani, Ni Made Yenny Verawati