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All Journal Jurnal Ekonomi dan Bisnis Jagaditha Jurnal Akuntansi dan Pajak Scientific Journal of Reflection : Economic, Accounting, Management and Business Stability: Journal of Management and Business Inovasi: Jurnal Ilmiah Ilmu Manajemen JPEK (Jurnal Pendidikan Ekonomi dan Kewirausahaan) International Journal of Economics, Business and Accounting Research (IJEBAR) Jurnal Ilmiah Edunomika (JIE) Abdi: Jurnal Pengabdian dan Pemberdayaan Masyarakat Diseminasi : Jurnal Pengabdian kepada Masyarakat Budimas : Jurnal Pengabdian Masyarakat Community Development Journal: Jurnal Pengabdian Masyarakat Ilomata International Journal of Management Journal of Humanities, Social Science, Public Administration and Management (HUSOCPUMENT) AKADEMIK: Jurnal Mahasiswa Ekonomi & Bisnis Economic Reviews Journal Journal of Artificial Intelligence and Digital Business Jurnal Inovasi Pengabdian dan Pemberdayaan Masyarakat IIJSE Journal of Innovative and Creativity E-Amal: Jurnal Pengabdian Kepada Masyarakat As-Syirkah: Islamic Economic & Financial Journal Jurnal Publikasi Sistem Informasi dan Manajemen Bisnis
Pika, Putu Ayu Titha Paramita
Universitas Pendidikan Nasional
Religion Agriculture, Biological Sciences & Forestry Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Mathematics Medicine & Pharmacology Public Health Social Sciences Other

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Peran Influencer Marketing dan E-Wom terhadap Keputusan Pembelian Produk Orlenalycious di Denpasar dengan Brand Trust sebagai Variabel Mediasi Adiani, Cahya Izati; Parasari, Nyoman Sri Manik; Pika, Putu Ayu Titha Paramita; Yunita, Putu Irma
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.v4i4.4573

Abstract

Tingginya penetrasi internet di Kota Denpasar mendorong pelaku Usaha Mikro, Kecil, dan Menengah (UMKM) sektor kuliner untuk mengadopsi strategi pemasaran digital secara inovatif. Orlenalycious, salah satu UMKM kuliner kekinian, memanfaatkan strategi influencer marketing dan electronic word of mouth (e-WOM) untuk bersaing secara efektif. Namun, efektivitas gabungan strategi ini dalam memediasi keputusan pembelian melalui brand trust belum banyak dikaji secara mendalam, yang menciptakan sebuah research gap yang signifikan. Penelitian ini secara empiris bertujuan untuk menganalisis pengaruh influencer marketing dan e-WOM terhadap keputusan pembelian produk Orlenalycious di Denpasar dengan brand trust sebagai variabel mediasi. Didasari pada Theory of Planned Behavior (TPB), penelitian ini menggunakan pendekatan kuantitatif. Data primer dikumpulkan melalui kuesioner dengan skala Likert kepada konsumen Orlenalycious di Denpasar dan dianalisis menggunakan teknik Partial Least Square (PLS) untuk menguji tujuh hipotesis. Hasil penelitian secara komprehensif menunjukkan bahwa influencer marketing dan e-WOM secara parsial berpengaruh positif dan signifikan terhadap keputusan pembelian. Kedua variabel tersebut juga terbukti berpengaruh positif dan signifikan terhadap brand trust. Lebih lanjut, brand trust berpengaruh signifikan terhadap keputusan pembelian dan berhasil memediasi pengaruh influencer marketing serta e-WOM terhadap keputusan pembelian. Temuan ini menegaskan bahwa membangun kepercayaan merek merupakan kunci fundamental dalam mengonversi promosi digital menjadi tindakan pembelian, memberikan implikasi praktis dan penting bagi pengembangan strategi pemasaran UMKM lokal.
Peran Kualitas Produk Memoderasi, Brand Image, Store Atmosphere, Dan Sosial Media Marketing Terhadap Keputusan Pembelian Di 2nd_Jhon Kadek Dwi Rumadhita; I Gusti Ngurah Oka Ariwangsa; Kadek Devi Kalvika Anggria Wardani; Putu Ayu Titha Paramita Pika
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.v5i3.4684

Abstract

Penelitian ini bertujuan untuk menganalisis peran kualitas produk sebagai variabel moderasi pada hubungan antara brand image, store atmosphere, dan social media marketing terhadap keputusan pembelian pada thrift shop 2ND_Jhon di Gianyar, Bali. Pertumbuhan pesat bisnis thrifting sebagai tren fashion berkelanjutan telah mengubah preferensi konsumen yang kini lebih memperhatikan faktor citra merek, strategi pemasaran digital, serta persepsi kualitas produk. Menggunakan kerangka Theory of Planned Behavior (TPB), penelitian ini menguji bagaimana sikap, norma subjektif, dan persepsi kontrol perilaku memengaruhi niat beli konsumen. Data dikumpulkan melalui penyebaran kuesioner kepada 230 responden dan dianalisis menggunakan regresi linear berganda dengan uji moderasi. Hasil penelitian menunjukkan bahwa brand image, store atmosphere, dan social media marketing berpengaruh positif dan signifikan terhadap keputusan pembelian. Selain itu, kualitas produk memperkuat hubungan antara ketiga variabel independen tersebut dengan keputusan pembelian. Temuan ini menegaskan pentingnya menjaga konsistensi kualitas produk dan reputasi merek untuk meningkatkan kepercayaan dan loyalitas konsumen, khususnya dalam industri fashion berkelanjutan.
Influencer, Viral Marketing, FOMO Regarding Purchase of Emina Skincare at Rumah Kosmetik Carissa Lempuyang Pika, Putu Ayu Titha Paramita; Putri, Rizkana Nazlia; Sari, Desak Made Febri Purnama
Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE) Vol 9 No 1 (2026): Sharia Economics
Publisher : Universitas KH. Abdul Chalim Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/iijse.v9i1.9438

Abstract

This study aims to determine the effect of Influencer Marketing, Viral Marketing, FOMO on the purchase of Emina skincare at Rumah Kosmetik Carissa Lempuyang. The sample in this study was taken using a non-probability sampling method with a purposive sampling technique with a total of 140 respondents. Data collection was carried out by distributing questionnaires with 28 statement items. Data analysis techniques were carried out using Validity Test, Reliability Test, Classical Assumption Test, Multiple Linear Regression Analysis, Determination Coefficient Test, t-test, and F-test. Based on the results of the study, it was found that influencer marketing had a positive and significant effect on purchasing decisions, viral marketing had a positive and significant effect on purchasing decisions, FOMO had a positive and significant effect on purchasing decisions, and influencer marketing, viral marketing, FOMO had a joint effect on purchasing decisions. The independent variable was able to explain 62.2% of the variation in purchasing decisions. Suggestions that can be given by researchers are for Emina to pay more attention to its skincare promotions so that consumer attention is not focused on its cosmetic products alone, it is hoped that Rumah Kosmetik Carissa Lempuyang will continue to promote Emina skincare in order to increase Emina skincare sales. It is hoped that this research will provide benefits for future researchers and can be used as a reference for other researchers in the future.
The Correlation of Social Media, Influencers, and Brand Awareness of Y.O.U Products on Purchase Intention at Murni Stores Pika, Putu Ayu Titha Paramita; Suari, Ni Made Mirah; Korry, Putu Dyah Permatha
Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE) Vol 9 No 1 (2026): Sharia Economics
Publisher : Universitas KH. Abdul Chalim Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/iijse.v9i1.9469

Abstract

The purpose of this study is to examine the influence of social media marketing, influencer marketing, and brand awareness on consumers’ purchase intention toward Y.O.U products at the Murni Store. This research applies a quantitative approach, with data collected through observation, documentation, and questionnaires. A total of 170 respondents were involved in the study, and the data obtained were analyzed using multiple linear regression analysis, the coefficient of determination, and t-tests.The results indicate that influencer marketing has a positive and significant effect on purchase intention toward Y.O.U products at the Murni Store. This is reflected in a regression coefficient of 0.269, which implies that an increase in influencer marketing activities leads to a higher level of consumer purchase intention. The t-test results support this finding, with a t-value of 3.783 and a significance value of 0.000, which is below the 0.05 significance level. These findings confirm that influencer marketing plays an important role in shaping consumer attitudes and encouraging purchasing decisions. Furthermore, brand awareness is also found to have a positive and significant influence on purchase intention. The regression coefficient of 0.107 indicates that higher brand awareness increases consumers’ interest in purchasing Y.O.U products at the Murni Store. This effect is supported by the t-test results, which show a t-value of 2.042 and a significance value of 0.043, lower than 0.05. Overall, the study concludes that influencer marketing and brand awareness are key determinants of purchase intention, highlighting the importance of effective marketing strategies in increasing consumer engagement levels.
The Driving Factors of Transaction Behavior for Shoe Cleaning Services Through Social Commerce Platforms Desak Made Febri Purnama Sari; I Putu Abdi Putra Budiartha; Ida Ayu Oka Martini; Putu Ayu Titha Paramita Pika
Jurnal Ekonomi dan Bisnis Jagaditha Vol. 12 No. 1 (2025): Jurnal Ekonomi dan Bisnis Jagaditha
Publisher : Universitas Warmadewa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22225/jj.12.1.2025.143-158

Abstract

This study discusses the phenomenon of the increasing use of social commerce platforms, such as Instagram, by shoe cleaning service providers to promote and sell their services. The trend shows that more consumers are shifting from traditional methods to digital platforms to search for services and conduct transactions. Therefore, this study aims to identify the factors driving transaction behavior for shoe cleaning services through social commerce platforms like Instagram. The research method used is quantitative data analysis involving 314 consumers who made transactions at nine shoe cleaning service brands in Bali province. The data were analyzed using Confirmatory Factor Analysis (CFA) in the SPSS version 25 program. The results of the data analysis indicate that from the 36 indicators initially tested, four main factors were identified that explain the drivers of transaction behavior for shoe cleaning services through social commerce platforms, namely "Channel Service Integration, Application Usability, Virtual Environment, and Omnichannel Marketing." The findings suggest that these factors play a significant role in driving transaction behavior for shoe cleaning services through social commerce platforms. Therefore, these factors can serve as a foundation to optimize marketing strategies and services for shoe cleaning service providers.
Pengaruh Brand Image terhadap Purchase Intention Produk iPhone dengan Perceived Quality dan Trust sebagai Variabel Mediasi Ni Nyoman Raditya Juli Widiantari; Nilna Muna; Ida Ayu Oka Martini; Putu Ayu Titha Paramita Pika
Jurnal Publikasi Sistem Informasi dan Manajemen Bisnis Vol. 5 No. 1 (2026): Januari : Jurnal Publikasi Sistem Informasi dan Manajemen Bisnis
Publisher : Pusat Riset dan Inovasi Nasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jupsim.v5i1.6116

Abstract

The objective of the research is to investigate how brand image affects the purchase intention of iPhone products towards considering perceived quality and trust as intervening variables. A quantitative method was used to gather data from 200 iPhone users or potential buyers in Bali, and the data were analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM). The findings reveal that the brand image has no direct impact on purchase intention, which means that a strong brand image is not enough to persuade consumers to buy luxury products. Nonetheless, brand image plays an important role in the customers' cognitive and affective evaluations as it significantly affects perceived quality and trust. Perceived quality takes the lead among the factors with a direct effect on purchase intention, while trust comes next, which implies that the customers' intention to buy iPhone products is primarily motivated by their perception of product performance, features, reliability, and security. The roles of perceived quality and trust as mediators between the brand image and purchase intention are significant. Thus, the research brings to light thatmarketers dealing with premium technology products like the iPhone need to work on the perceived product quality and consumer trust to turn the intention to purchase into reality.
Pengaruh Persepsi Kemudahan Pengguna terhadap Minat Beli Ulang Produk Scarlett di Tiktok Shop Melalui Mediasi Emosi Positif I Wayan Wita Merta; Nilna Muna; Made Mulyadi; Putu Ayu Titha Paramita Pika
Jurnal Publikasi Sistem Informasi dan Manajemen Bisnis Vol. 5 No. 1 (2026): Januari : Jurnal Publikasi Sistem Informasi dan Manajemen Bisnis
Publisher : Pusat Riset dan Inovasi Nasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jupsim.v5i1.6118

Abstract

This study aims to explore the effect of perceived ease of use on repurchase intention through the mediation of positive emotion among Scarlett consumers on TikTok Shop. This phenomenon emerges along with the increasing penetration of social media users, which drives these platforms to function not only as entertainment media but also as transaction channels. The transformation of social media into social commerce enables users to conduct various digital activities within a single platform. This research employs a quantitative approach using Partial Least Squares–Structural Equation Modeling (PLS-SEM), implemented with SmartPLS 4.0. A purposive sampling technique was applied to obtain 128 respondents who had purchased Scarlett products via TikTok Shop. The results indicate that perceived ease of use has a positive and significant effect on repurchase intention through the mediation of positive emotion. Positive emotion is found to act as a full mediator that strengthens the relationship between the independent variable and consumers’ repurchase intention. These findings confirm that feelings of enjoyment and satisfaction during shopping make consumers more likely to repurchase. Practically, this study highlights the importance of enhancing a pleasant shopping experience to elicit consumers’ positive emotions, which in turn reinforce repurchase intention toward a product on social commerce platforms.
Pengaruh Konten Visual dan Storytelling pada Instagram dalam Meningkatkan Minat Kunjungan Konsumen ke Bendega Jimbaran I Kadek Pasek Pastika Jaya; Putu Ratna Juwita Sari; Komang Sri Widiantari; Putu Ayu Titha Paramita Pika
SCIENTIFIC JOURNAL OF REFLECTION : Economic, Accounting, Management and Business Vol. 9 No. 2 (2026): SCIENTIFIC JOURNAL OF REFLECTION: Economic, Accounting, Management, & Business
Publisher : Sekolah Menengah Kejuruan (SMK) Pustek

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37481/sjr.v9i2.1407

Abstract

The post-pandemic recovery of the food and beverage industry has encouraged culinary businesses to intensify digital marketing strategies, particularly through social media platforms such as Instagram. However, limited empirical studies have specifically examined how Instagram-based visual content and storytelling influence consumers’ visit intention to culinary destinations. This study aims to analyze the effect of visual content and storytelling on consumers’ visit intention to Bendega Bali Jimbaran. A quantitative approach was employed by distributing structured questionnaires to 120 Instagram users who had viewed Bendega Bali Jimbaran’s Instagram content. The data were collected using purposive sampling and analyzed through multiple linear regression using SPSS. The results indicate that visual content has a positive and significant effect on visit intention (? = 0.490, p < 0.001), while storytelling also shows a positive and significant influence (? = 0.294, p < 0.001). Simultaneously, both variables significantly affect visit intention, with the model explaining 75% of the variance. These findings highlight the importance of integrating high-quality visual presentation and meaningful storytelling in Instagram marketing strategies to enhance consumers’ intention to visit culinary destinations.
Persepsi Kualitas Produk Memoderasi Content Marketing dan Flash Sale terhadap Minat Beli di Ramayana Denpasar Putu Ayu Titha Paramita Pika; I Komang Cahya Patu Darma; Putu Dyah Permatha Korry; Putu Irma Yunita
AKADEMIK: Jurnal Mahasiswa Ekonomi & Bisnis Vol. 6 No. 1 (2026): AKADEMIK: Jurnal Mahasiswa Ekonomi & Bisnis
Publisher : Perhimpunan Sarjana Ekonomi dan Bisnis

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37481/jmeb.v6i1.1775

Abstract

The increasingly intense competition in the retail industry has encouraged companies to adopt various digital marketing strategies, such as content marketing and flash sales, to attract consumers’ attention. However, these strategies are not always effective without a positive perception of product quality. This study aims to examine the moderating role of product quality perception in the relationship between content marketing and flash sales toward purchase intention at Ramayana Denpasar. This research employed a quantitative approach using Partial Least Squares Structural Equation Modeling (PLS-SEM) with 110 respondents selected through purposive sampling. The findings reveal that both content marketing and flash sales have a positive and significant effect on purchase intention. Nevertheless, product quality perception does not moderate the influence of content marketing, but it weakens the effect of flash sales on purchase intention. These results emphasize that consistent product quality is essential to ensure digital marketing strategies effectively increase consumer purchase intentions in the retail sector.
Gig Economy dan Doom Spending: Apakah Profesi Affiliator Cerminan Kebebasan Generasi Z? Putu Ayu Titha Paramita Pika; Ni Kadek Kirana Iswari Dewi; I Nengah Wirsa; Ni Putu Nina Eka Lestari
AKADEMIK: Jurnal Mahasiswa Ekonomi & Bisnis Vol. 6 No. 1 (2026): AKADEMIK: Jurnal Mahasiswa Ekonomi & Bisnis
Publisher : Perhimpunan Sarjana Ekonomi dan Bisnis

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37481/jmeb.v6i1.1793

Abstract

The rapid growth of digital platforms has encouraged many Generation Z workers to pursue flexible income sources, including becoming TikTok affiliators. Although this profession is often perceived as a symbol of freedom in the Gig Economy, previous studies have not examined how affiliator work may also shape consumption pressure and trigger emotional spending patterns such as Doom Spending. This study aims to explore the experiences of Gen Z affiliators in navigating platform-based work, building consumer trust, and managing the psychological and economic uncertainties embedded in algorithm-driven systems. Using a qualitative approach, data were collected through in-depth interviews and documentation involving five affiliators, four consumers, and one business owner whose products were promoted through TikTok Affiliate. The data were analyzed using thematic analysis supported by NVivo 15. The findings show that affiliators are motivated by flexible work arrangements, income expectations, and opportunities for creative expression. Soft-selling techniques and trend-based visual content are used to build engagement and trust, while authenticity remains central to gaining consumer confidence. However, the study also reveals a strong dependence on algorithmic visibility, income instability, and emotional pressure to stay relevant in fast-moving digital trends. These conditions contribute to the emergence of FOMO and impulsive consumption, reinforcing Doom Spending among Gen Z. The study highlights how affiliator work functions not only as an economic activity but also as a cultural practice that shapes identity, consumption patterns, and financial vulnerability in the Gig Economy.
Co-Authors Adiani, Cahya Izati Arniti, Ni Ketut Desak Made Febri Purnama Sari Dewiningrat, Ayu Indira I G. N. Oka Ariwangsa I Kadek Arya Darma Wijaya I Kadek Pasek Pastika Jaya I Komang Cahya Patu Darma I Nengah Wirsa I Putu Abdi Putra Budiartha I Wayan Wita Merta Ida Ayu Oka Martini Ida Bagus Dharmadiaksa Kadek Darmaastawan Kadek Devi Kalvika Anggria Wardani Kadek Dwi Rumadhita Khairaputri, Prilla Maulidya Rizky Komang Sri Widiantari Latupeirissa, Jonathan Jacob Paul Made Mulyadi Ni Kadek Denda Clarisa Faradita Ni Kadek Kirana Iswari Dewi Ni Ketut Anjani Ni Komang Putri Apriliani Putri Ni Nyoman Raditya Juli Widiantari Ni Putu Adinda Putri Gayatri Ni Putu Budiadnyani Ni Putu Nina Eka Lestari Ni Wayan Lasmi Ni Wayan Widhiasthini Nilna Muna Nyoman Sri Subawa Parasari, Nyoman Sri Manik Putri, Rizkana Nazlia Putu Dyah Permatha Korry Putu Irma Yunita Putu Ratna Juwita Sari Said Agil Harris Suari, Ni Made Mirah Surya, Komang Bagus Ariwangsa Mannu Mahaputra Wisesa, I Ketut Ari Pramana Yanti, Ni Kadek Winda