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<![CDATA[PERAN LIFESTYLE MEMEDIASI HARGA TERHADAP KEPUTUSAN PEMBELIAN PRODUK IPHONE OLEH GENERASI Z ]]>
<![CDATA[Kadek Risma Ayuningsih Dewi]]>;
<![CDATA[Komang Agus Satria Pramudana]]>
<![CDATA[ E-Jurnal Ekonomi dan Bisnis Universitas Udayana VOLUME.12.NO.10.TAHUN.2023 ]]>
Publisher : <![CDATA[Fakultas Ekonomi dan Bisnis Universitas Udayana ]]>
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DOI: 10.24843/EEB.2023.v12.i10.p08
<![CDATA[The purchase decision is action taken by consumers to buy a product after making selection or evaluation of one of several alternatives or choices and after that doing concrete follow-up, namely purchasing the product that has been selected. iPhone as one of the well-known smartphone brands in the Indonesian market in facing competition must be able to develop and innovate to determine an effective strategy. The purpose of the study was to examine the role of lifestyle as a variable that mediates the effect of price on purchasing decisions for iPhone products in Denpasar with 120 respondents who have used iPhone products. Data was collected through the distribution of questionnaires. The analysis technique used is path analysis. Based on the results, lifestyle significantly mediates the relationship between price and purchasing decisions. Setting a high price and being seen as prestigious will result in a higher lifestyle, thereby increasing purchasing decisions. In this study, it can be explained that the iPhone has a high price followed by a high respondent's lifestyl and very high purchasing decisions for the iPhone. results indicate that lifestyle is positively and significantly able to mediate price on purchasing decisions on iPhone products in Denpasar.]]>
<![CDATA[Pengaruh Social Media Marketing Terhadap Keputusan Pembelian yang Dimediasi Word of Mouth Marketing ]]>
<![CDATA[Hazler Hermawan Hasan]]>;
<![CDATA[Komang Agus Satria Pramudana]]>
<![CDATA[ Public Service and Governance Journal Vol. 5 No. 1 (2024): Januari : Public Service and Governance Journal ]]>
Publisher : <![CDATA[Universitas 17 Agustus 1945 Semarang ]]>
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DOI: 10.56444/psgj.v5i1.1004
<![CDATA[This study aims to analyze the influence of Social Media Marketing mediated by word of mouth on purchasing decisions at the JajanDaging Online Store. Many companies are switching from conventional promotional media to digital promotional media in marketing their products, because most Indonesian people already have internet access. Social media is one of the media that can be used to carry out promotional activities using the internet. The use of Instagram social media will form an effective marketing communication strategy, namely word of mouth. This research is a quantitative research using non-probability sampling techniques using questionnaires to collect data. The number of samples taken was 114 respondents, the JajanDaging consumers in the cities of Jakarta, Bogor, Depok, Tangerang and Bekasi. The analysis technique used is the Sobel test using path analysis and the VAF test. Based on the results of the analysis it was found that social media marketing variables had a positive and significant effect on purchasing decisions for JajanDaging consumers, social media marketing variables had a positive and significant effect on word of mouth for JajanDaging consumers, word of mouth variables had a positive and significant effect on purchasing decisions for JajanDaging consumers , and the word of mouth variable significantly mediates the relationship between social media marketing and purchasing decisions for JajanDaging consumers.]]>
<![CDATA[INTERVENSI PEMASARAN SOSIAL UNTUK MENINGKATKAN NIAT BERWIRAUSAHA HIJAU DI KALANGAN MAHASISWA DI BALI ]]>
<![CDATA[I Wayan Santika]]>;
<![CDATA[Komang Agus Satria Pramudana]]>;
<![CDATA[I Putu Agus Wenta Pharamadita]]>;
<![CDATA[Ketut Wahyu Tamaja]]>
<![CDATA[ E-Jurnal Ekonomi dan Bisnis Universitas Udayana VOLUME.13.NO.01.TAHUN.2024 ]]>
Publisher : <![CDATA[Fakultas Ekonomi dan Bisnis Universitas Udayana ]]>
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DOI: 10.24843/EEB.2024.v13.i01.p01
<![CDATA[Penelitian ini dilatarbelakangi oleh rendahnya niat berwirausaha hijau di kalangan mahasiswa di Bali. Tujuan penelitian ini adalah menganalisis intervensi pemasaran sosial melalui pendidikan kewirausahaan dan dukungan infrastruktur kelembagaan dalam meningkatkan niat berwirausaha hijau di kalangan mahasiswa di Bali. Data dalam penelitian ini diperoleh dengan penyebaran kuesioner pada mahasiswa di Bali. Teknik analisis data menggunakan analisis statistik deskriptif dan analisis statistik inferensial. Hasil penelitian menunjukkan bahwa entrepreneurship education berpengaruh positif dan signifikan terhadap green entrepreneurial intention. Entrepreneurship education berpengaruh positif dan signifikan terhadap attitude toward behavior, subjective norm, dan perceived behavioral control. Attitude toward behavior, subjective norm, dan perceived behavioral control berpengaruh positif dan signifikan terhadap green entrepreneurial intention. Institutional infrastructure support secara positif dan signifikan memoderasi pengaruh attitude toward behavior, subjective norm, perceived behavioral control terhadap green entrepreneurial intention. Implikasi penelitian ini secara teoretis adalah menguatkan Theory of Planned Behavior dan Social Marketing sebagai teori yang handal untuk menjelaskan dan memprediksi pembentukan perilaku kewirausahaan hijau di kalangan mahasiswa.]]>
<![CDATA[The Role of Customer Satisfaction in Mediating the Influence of Service Quality on Repurchase Intention: (Study on Online Customers of Bali Travel Agent Panca Hanasta Tours in Bali) ]]>
<![CDATA[Damar Giri Priyanto]]>;
<![CDATA[Komang Agus Satria Pramudana]]>
<![CDATA[ International Journal of Economics, Commerce, and Management Vol. 2 No. 1 (2025): January : International Journal of Economics, Commerce, and Management ]]>
Publisher : <![CDATA[Asosiasi Riset Ekonomi dan Akuntansi Indonesia ]]>
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DOI: 10.62951/ijecm.v2i1.350
<![CDATA[Tourism activities in Indonesia are activities that can make a big contribution to the country. One form of contribution to increasing tourism is the activity of Online Travel Agents. Bali Panca Hanasta Tours is one of the Online Travel Agents in Bali that prioritizes the quality of service to encourage consumer repurchase intentions. The quality of service presented is expected to be able to provide a sense of satisfaction to customers by paying attention to customer needs and desires in order to be able to increase consumer repurchase intentions for the services provided. This study aims to understand the effect of service quality on repurchase intentions and the role of customer satisfaction as a mediating variable on online travel agent customers of Bali Panca Hanasta Tours in Bali. This study involved 100 respondents of Bali Panca Hanasta Tours customers. The data collection method was carried out through an online questionnaire, and data analysis using path analysis. The results of this study indicate that service quality has a positive and significant effect on repurchase intentions, and customer satisfaction successfully partially mediates the effect of service quality on repurchase intentions. The implications of the results of this study theoretically can be a reference for other researchers who want to study service quality, customer satisfaction, and repurchase intentions. In practice, it is expected to be a consideration and input for marketers and business actors in maximizing service quality and customer satisfaction as an effective and sustainable marketing strategy to increase repurchase intentions.]]>
<![CDATA[Mediating Role of Satisfaction in The Influence of Experiential Marketing on Behavioral Intention of Vegan Products Consumers ]]>
<![CDATA[Jasmine Maharani Novriari]]>;
<![CDATA[Ni Wayan Ekawati]]>;
<![CDATA[Komang Agus Satria Pramudana]]>;
<![CDATA[I Gusti Ayu Ketut Giantari]]>
<![CDATA[ International Journal Business, Management and Innovation Review Vol. 2 No. 1 (2025): International Journal Business, Management and Innovation Review ]]>
Publisher : <![CDATA[Universitas Veteran Bangun Nusantara Sukoharjo ]]>
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DOI: 10.62951/ijbmir.v2i1.84
<![CDATA[The plant-based food industry is one of the most trending businesses in culinary. This trend is growing along with consumers' health and life sustainability awareness. This research aims to analyze the role of consumer satisfaction in mediating the influence of experiential marketing on consumer behavioral intention. This research is rooted in the framework of experiential learning theory. The distribution of questionnaire links carried out data collection through questionnaires. The research method used is a purposive sampling of 100 respondents. Data were processed using SPSS version 30 to obtain the results of path analysis and Sobel test. The results showed that experiential marketing has a positive and significant effect on satisfaction, experiential marketing has a positive and significant effect on behavioral intentions, and satisfaction can mediate the effect of experiential marketing on behavioral intentions. The practical implications of this study support restaurant vegans in marketing their products and experiences by considering experiential marketing and consumer satisfaction so that they can influence increasing consumer behavioral intentions.]]>
<![CDATA[PERAN CITRA MEREK MEMEDIASI PENGARUH KUALITAS PRODUK TERHADAP LOYALITAS PELANGGAN (STUDI PADA KONSUMEN PRODUK TEH BOTOL SOSRO DI KOTA DENPASAR) ]]>
<![CDATA[I Gusti Putu Diva Maharani]]>;
<![CDATA[Komang Agus Satria Pramudana]]>
<![CDATA[ E-Jurnal Ekonomi dan Bisnis Universitas Udayana VOLUME.13.NO.09.TAHUN.2024 ]]>
Publisher : <![CDATA[Fakultas Ekonomi dan Bisnis Universitas Udayana ]]>
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DOI: 10.24843/EEB.2024.v13.i09.p19
<![CDATA[Fenomena industri makanan dan minuman meningkat mempengaruhi tingkat konsumsi masyarakat, hususnya di Kota Denpasar menempati posisi tertinggi konsumsi makanan dan non makanan di Bali. Salah satu produk lokal yang bergerak dalam industri ini dan cukup dikenal oleh masyarakat adalah Teh Botol Sosro. Penelitian ini bertujuan untuk menjelaskan peran citra merek memediasi pengaruh kualitas produk terhadap loyalitas pelanggan. Penelitian ini dilakukan di Kota Denpasar dengan melibatkan 130 responden menggunakan teknik purposive sampling. Teknik analisis data yang digunakan adalah teknik analisis statistik deskriptif, uji asumsi klasik, analisis jalur, dan uji sobel. Hasil penelitian ini menunjukan bahwa kualitas produk berpengaruh positif dan signifikan terhadap citra merek pada konsumen produk Teh Botol Sosro di Kota Denpasar. Kualitas produk berpengaruh positif dan signifikan terhadap loyalitas pelanggan pada produk Teh Botol Sosro di Kota Denpasar. Citra Merek berpengaruh positif dan signifikan terhadap loyalitas pelanggan pada produk Teh Botol Sosro di Kota Denpasar. Citra merek secara positif dan signifikan memediasi pengaruh kualitas produk terhadap loyalitas pelanggan pada produk Teh Botol Sosro di Kota Denpasar. Penelitian ini diharapkan dapat memberikan kontribusi empiris tentang hubungan antara variabel kualitas produk, citra merek, dan loyalitas pelanggan bagi pengembangan ilmu pemasaran.]]>
<![CDATA[PERAN KEPERCAYAAN DALAM MEMEDIASI PENGARUH SERVICE QUALITY TERHADAP REPURCHASE INTENTION ]]>
<![CDATA[Putu Sakya Wardhana]]>;
<![CDATA[Komang Agus Satria Pramudana]]>
<![CDATA[ Buletin Studi Ekonomi VOLUME.29.NO.01.TAHUN.2024 ]]>
Publisher : <![CDATA[Buletin Studi Ekonomi ]]>
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DOI: 10.24843/BSE.2024.v29.i01.p06
<![CDATA[Peningkatan jumlah pengguna internet menyebabkan munculnya perubahan perilaku masyarakat seperti perubahan perilaku berbelanja masyarakat dari offline ke online. Tujuan penelitian ini adalah untuk menjelaskan peran kepercayaan dalam memediasi pengaruh service quality terhadap repurchase intention pada pengguna Bukalapak di Kota Denpasar. Landasan teori yang digunakan adalah teori perilaku konsumen. Populasi dalam penelitian merupakan pengguna Bukalapak di Kota Denpasar. Ukuran sampel sebanyak 170 responden dengan metode purposive sampling serta kuesioner sebagai metode pengumpulan data. Teknik analisis data yang digunakan adalah analisis jalur dan uji sobel. Hasil dari penelitian ini menyatakan bahwa service quality berpengaruh positif dan signifikan terhadap repurchase intention, service quality berpengaruh positif dan signifikan terhadap kepercayaan, kepercayaan berpengaruh positif dan signifikan terhadap repurchase intention dan kepercayaan berperan signifikan dalam memediasi pengaruh service quality terhadap repurchase intention. Implikasi teoritis dari penelitian ini adalah untuk meningkatkan repurchase intention pengguna Bukalapak melalui service quality dan kepercayaan. Implikasi praktis pada penelitian ini yaitu Bukalapak dalam memasarkan jasanya harus mempertimbangkan service quality, kepercayaan terhadap repurchase intention.]]>
<![CDATA[PENGARUH KUALITAS LAYANAN TERHADAP LOYALITAS PELANGGAN MELALUI KEPUASAN PELANGGAN SEBAGAI VARIABEL MEDIASI ]]>
<![CDATA[Sang Ayu Putu Kayana Manacika]]>;
<![CDATA[Komang Agus Satria Pramudana]]>
<![CDATA[ E-Jurnal Manajemen Vol 13 No 6 (2024) ]]>
Publisher : <![CDATA[Program Studi Manajemen Fakultas Ekonomi dan Bisnis Universitas Udayana ]]>
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DOI: 10.24843/EJMUNUD.2024.v13.i06.p05
<![CDATA[Penelitian menggunakan kepuasan pelanggan sebagai variabel mediasi dalam menjelaskan pengaruh kualitas layanan terhadap loyalitas pelanggan. Penelitian ini berlokasi di Kota Denpasar dengan jumlah sampel sebanyak 120 responden. Teknik analisis data dalam penelitian ini berupa analisis deskriptif serta analisis inferensial yaitu analisis jalur (path analysis) dan uji sobel. Hasil penelitian ini menunjukkan bahwa kualitas layanan berpengaruh positif dan signifikan terhadap kepuasan pelanggan. Kualitas layanan berpengaruh positif dan signifikan terhadap loyalitas pelanggan. Kepuasan pelanggan secara positif dan signifikan memediasi pengaruh kualitas layanan terhadap loyalitas pelanggan. Demikian dapat disimpulkan apabila kualitas layanan dan kepuasan pelanggan dinilai baik dapat mempengaruhi loyalitas pelanggan secara positif. Implikasi dari penelitian secara teoritis mendukung hasil penelitian sebelumnya yakni kualitas layanan berpengaruh positif dan signifikan terhadap loyalitas pelanggan dengan kepuasan pelanggan sebagai variabel pemediasi. Implikasi praktis penelitian bagi perusahaan yaitu sebagai gambaran yang dapat membantu dalam menyusun strategi bisnis yang tepat sesuai dengan pola perilaku konsumen yang tercermin dari jawaban responden dalam penelitian ini. The study uses customer satisfaction as a mediating variable in explaining the effect of service quality on customer loyalty. This research is located in Denpasar City with a sample size of 120 respondents. The data analysis technique in this study is descriptive analysis and inferential analysis, namely path analysis and sobel test. The conclusion of this research shows that service quality has a positive and significant effect on customer satisfaction. Service quality has a positive and significant effect on customer loyalty. Customer satisfaction positively and significantly mediates the effect of service quality on customer loyalty. Therefore, if service quality and customer satisfaction are considered good, they can positively affect customer loyalty. The theoretical implications of the research support the results of previous research, that service quality has a positive and significant effect on customer loyalty as well as customer satisfaction is able to be a mediating variable between the relationship between service quality and customer loyalty. The practical implications of the research for the company can help in developing the right business strategy based on consumer behavior patterns that reflected in the answers of respondents in this study.]]>
<![CDATA[PERAN CUSTOMER TRUST MEMEDIASI PENGARUH E-WOM DAN KREDIBILITAS CELEBRITY ENDORSER TERHADAP NIAT BELI KONSUMEN ]]>
<![CDATA[Winda Lestari]]>;
<![CDATA[Komang Agus Satria Pramudana]]>
<![CDATA[ E-Jurnal Manajemen Vol 13 No 9 (2024) ]]>
Publisher : <![CDATA[Program Studi Manajemen Fakultas Ekonomi dan Bisnis Universitas Udayana ]]>
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DOI: 10.24843/EJMUNUD.2024.v13.i09.p05
<![CDATA[Penelitian ini bertujuan untuk menganalisis peran customer trust dalam memediasi pengaruh e-WOM dan kredibilitas celebrity endorser terhadap niat beli pada produk MS Glow di Kota Denpasar. Penelitian ini dilakukan di Kota Denpasar dengan jumlah sampel 130 responden dengan teknik purposive sampling. Teknik analisis data yang digunakan adalah PLS (Partial Least Square). Hasil penelitian menunjukkan bahwa e-WOM, kredibilitas celebrity endorser, dan customer trust berpengaruh positif dan signifikan terhadap niat beli. E-WOM dan kredibilitas celebrity endorser berpengaruh positif dan signifikan terhadap customer trust. Customer trust secara parsial memediasi pengaruh e-WOM dan kredibilitas celebrity endorser terhadap niat beli pada produk MS Glow di Kota Denpasar. Implikasi penelitian ini dapat menjadi bahan pertimbangan dan masukan bagi pihak pemasar produk kecantikan MS Glow dalam meningkatkan niat beli dengan mempertimbangkan variabel e-WOM, kredibilitas celebrity endorser, dan customer trust. This research aims to analyze the role of customer trust in mediating the influence of e-WOM and celebrity endorser credibility on purchase intentions for MS Glow products in Denpasar City. This research was conducted in Denpasar City with a sample size of 130 respondents using a purposive sampling technique. The data analysis technique used is PLS (Partial Least Square). The research results show that e-WOM, celebrity endorser credibility, and customer trust have a positive and significant effect on purchase intention. E-WOM and celebrity endorser credibility have a positive and significant effect on customer trust. Customer trust partially mediates the influence of e-WOM and celebrity endorser credibility on purchase intentions for MS Glow products in Denpasar City. The implications of this research can be material for consideration and input for marketers of MS Glow beauty products in increasing purchase intentions by considering e-WOM variables, celebrity endorser credibility, and customer trust.]]>
<![CDATA[The Role Of Brand Image In Mediating The Influence Of Green Products On Purchasing Decisions (A Study On Consumers Of Pt. Work By Pak Oles Soccer) ]]>
<![CDATA[Ketut Wahyu Tamaja]]>;
<![CDATA[Ni Made Rastini]]>;
<![CDATA[Ni Ketut Seminary]]>;
<![CDATA[Komang Agus Satria Pramudana]]>
<![CDATA[ Edunity: Social and Educational Studies Vol. 3 No. 9 (2024): Edunity: Social and Educational Studies ]]>
Publisher : <![CDATA[PT Publikasiku Academic Solution ]]>
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DOI: 10.57096/edunity.v3i9.303
<![CDATA[Environmental damage caused by non-recyclable materials is an opportunity for business people to create environmentally friendly products. This study aims to explain the influence of green products on purchasing decisions, the influence of green products on brand image, the influence of brand image on purchase decisions, and the role of brand image in mediating the impact of green products on the purchase decision of PT. Karya Pak Oles Tokcer. The method of determining the sample in this study is non-probability sampling using the purposive sampling technique so that the sample involved in the study is 100 people. The analysis techniques used are path analysis and mediation role testing. The results show that green products have a positive and significant effect on purchasing decisions; Green products have a positive and significant impact on the brand image; the brand image has a positive and significant effect on product purchase decisions; the Brand image can mediate part of the influence of green products on purchasing decisions. The practical implications of this research can make a valuable contribution to the management of PT. Mr. Oles Tokcer in improving consumer purchasing decisions for PT. Karya Pak Oles Tokcer.]]>
