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All Journal Window of Health : Jurnal Kesehatan Jurnal Maksipreneur: Manajemen, Koperasi, dan Entrepreneurship International Journal of Economics Development Research (IJEDR) Journal Research of Social Science, Economics, and Management
Gorda, A.A.N. Oka Suryadinatha
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Economics, Econometrics & Finance Environmental Science Medicine & Pharmacology Nursing Public Health Social Sciences

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Journal : International Journal of Economics Development Research (IJEDR)

 1 
The Role of Celebrity Endorsement, Brand Image, Customer Review with Emotional Marketing as an Intervening for Noera's Purchase Decision Putri, Dewa Ayu Mutiara Pradnyamitha Sedana; Gorda, A.A.N. Oka Suryadinatha
International Journal of Economics Development Research (IJEDR) Vol. 5 No. 4 (2024): International Journal of Economics Development Research (IJEDR)
Publisher : Yayasan Riset dan Pengembangan Intelektual

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37385/ijedr.v5i4.6056

Abstract

The purpose of this study was to determine the effect of Celebrity endorsement on Emotional Marketing, to determine the effect of Brand Image on Emotional Marketing, to determine the effect of Customer Review on Emotional Marketing, to determine the effect of Celebrity endorsement on Purchasing Decisions, to determine whether the effect of Brand Image on Purchasing Decisions, to determine whether the effect of Customer Review on Purchasing Decisions, to determine whether the effect of Emotional Marketing on Purchasing Decisions. The types of data used in this study are quantitative and qualitative. The results showed that the relationship between celebrity endorsement on emotional marketing was positive and significant. The relationship between brand image and emotional marketing is positive and significant. The relationship between customer reviews on emotional marketing is positive and significant. The relationship between celebrity endorsement and purchasing decisions is positive and significant. The relationship between brand image and purchasing decisions is positive and significant. The relationship between customer reviews on purchasing decisions is positive and significant. The relationship between emotional marketing on purchasing decisions is positive and significant.
Jepun” Competitive Strategy Analysis of The Koi Guest House Business for Sustainable Income Parwati, Ni Made Sri; Gorda, A.A.N. Oka Suryadinatha
International Journal of Economics Development Research (IJEDR) Vol. 5 No. 4 (2024): International Journal of Economics Development Research (IJEDR)
Publisher : Yayasan Riset dan Pengembangan Intelektual

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37385/ijedr.v4i6.6665

Abstract

This study aims to analyze competitive strategies that support sustainable income for The Koi Guest House. The Koi Guest House utilizes several strategic advantages to support sustainable income in the Canggu, Bali accommodation market. Strategic location in the center of Canggu. The facilities offered are quite attractive with relatively affordable prices. Friendly staff service and attractive guest house design. However, The Koi Guest House faces several weaknesses, including competition with superior facilities that must be addressed to maintain service quality. On the other hand, opportunities such as positive reputation, technological advances, and effective promotions can be utilized to increase visibility. Threats from intense competition and increasingly tight promotional challenges require a strong differentiation strategy. The Koi Guest House adopts a differentiation strategy called JEPUN which integrates Balinese cultural elements and utilizes digital marketing. This study provides guidance for future researchers to explore aspects such as competitor analysis, digital marketing effectiveness, tourist preferences, technological innovation, and sustainability practices. By following this guide, it is hoped that the study can provide in-depth insights and relevant strategies to improve business competitiveness and success in the accommodation market in Bahasa Indonesia.
Co-Authors Darmini, Ni Ketut Siya Dwicahyani, Made Yurika Oka I Nyoman Subanda Parwati, Ni Made Sri Putri, Dewa Ayu Mutiara Pradnyamitha Sedana Suandika, I Gede Krisna Surya Sudarmini, Ni Luh Putu