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All Journal Jurnal Riset Inspirasi Manajemen dan Kewirausahaan Jurnal Komunikasi Profesional Jurnal Ilmiah Edunomika (JIE) Didaktik : Jurnal Ilmiah PGSD STKIP Subang Jurnal ComunitA Servizio Jurnal Altifani Penelitian dan Pengabdian kepada Masyarakat PUBLICA: Jurnal Pengabdian Masyarakat Sinergi International Journal of Management and Business Journal of Social Entrepreneurship and Creative Technology E-Jurnal Manajemen
Ni Kadek Suryani
Institut Desain Dan Bisnis Bali
Religion Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Library & Information Science Nursing Public Health Social Sciences Other

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Peran Product Knowledge dalam Memediasi Pengaruh Social Media Influencer Terhadap Purchase Intention pada Produk Honda Electric Moped One Ni Nengah Akina; Ni Kadek Suryani; Inten Pertiwi
Jurnal Riset Inspirasi Manajemen dan Kewirausahaan Vol. 9 No. 2 (2025): Jurnal Riset Inspirasi Manajemen dan Kewirausahaan
Publisher : Sekolah Tinggi Ilmu Manajemen Indonesia (STIMI) Banjarmasin

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35130/1130034

Abstract

Background: Purchase intention is often driven by consumers’ emotional responses and their knowledge about a product—both of which can be significantly shaped by social media influencers. These influencers play a key role in disseminating product information and generating consumer interest. Objective: This study aims to reevaluate the mediating role of product knowledge in the relationship between social media influencers and consumers’ intention to purchase, particularly in the context of electric vehicle promotion. Methods: The study employed a non-probability purposive sampling technique to survey 120 respondents residing in Bali, all of whom possess a valid driver’s license and follow Astra Honda Motor (AHM) Bali social media influencers. Data were collected through structured questionnaires and analyzed using path analysis to assess both direct and mediated relationships among variables. This approach was chosen for its effectiveness in modeling complex relationships and testing mediation effects. The data were analyzed using mediation analysis with SPSS Macro Process Model 4 by Hayes. Results: Social media influencers have a significant direct impact on both product knowledge and purchase intention (p < 0.01). Product knowledge also shows a significant direct effect on purchase intention (p = 0.0254). Moreover, product knowledge plays a significant mediating role in the relationship between social media influencers and purchase intention (CI: 0.3028-0.8213). Conclusion: The findings underscore that social media influencers not only directly influence consumer purchase intentions but also do so indirectly by enhancing product knowledge. This highlights their strategic importance in boosting consumer awareness and engagement
Pengaruh Kepemimpinan Digital dan Penghargaan & Pengakuan Berbasis Digital terhadap Kinerja Organisasi Pemuda Renaldo Fajar Nugraha Susilo; Ni Kadek Suryani; Yogi Agustia Pratama Putu
Jurnal Riset Inspirasi Manajemen dan Kewirausahaan Vol. 9 No. 2 (2025): Jurnal Riset Inspirasi Manajemen dan Kewirausahaan
Publisher : Sekolah Tinggi Ilmu Manajemen Indonesia (STIMI) Banjarmasin

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35130/1130033

Abstract

Penelitian ini meneliti terkait pengaruh kepemimpinan digital dan pengakuan serta penghargaan berbasis digital terhadap kinerja organisasi, dengan motivasi sebagai variabel mediasi di Leo Clubs District 307 B2 Indonesia. Dengan menggunakan pendekatan metode campuran, studi ini menggabungkan data kuantitatif dari 124 responden yang dianalisis dengan PLS-SEM dan wawasan kualitatif dari tujuh wawancara. Temuan penelitian mengungkapkan bahwa kepemimpinan digital memengaruhi kinerja organisasi secara positif tetapi tidak memengaruhi motivasi secara signifikan. Sebaliknya, pengakuan dan penghargaan digital secara signifikan meningkatkan motivasi dan kinerja, dengan sertifikat, pengakuan media sosial, dan dokumentasi kontribusi yang terbukti lebih efektif daripada kepemimpinan saja. Studi ini menyimpulkan bahwa sementara kepemimpinan digital memperkuat komunikasi dan koordinasi, penghargaan berbasis digital memainkan peran yang lebih substansial dalam memotivasi anggota. Rekomendasi meliputi mengoptimalkan sistem penghargaan digital, meningkatkan komunikasi digital, dan mengembangkan program pelatihan kepemimpinan yang memanfaatkan teknologi.
SINERGI STRATEGI KONTEN DAN OPTIMASI MEDIA DALAM MENINGKATKAN KEBERHASILAN KAMPANYE MEDIA SOSIAL Ni Putu Anna Saphira; Ni Kadek Suryani; Anita Heptariza
Didaktik : Jurnal Ilmiah PGSD STKIP Subang Vol. 12 No. 03 (2026): Volume 12 No. 03, September 2026 Published
Publisher : STKIP Subang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36989/didaktik.v12i03.16496

Abstract

This study aims to analyze the synergy between Content Strategy and Media Optimization in enhancing the success of social media campaigns, with Content Performance as a mediating variable. The research is motivated by the challenges digital agencies face in dealing with content saturation and dynamic algorithms, where high content production often does not correlate with campaign success. Using a quantitative approach through a case study design at MAVA Digital Marketing Agency, data were collected via questionnaires from the creative and campaign management teams. Data analysis was conducted using the Structural Equation Modeling approach via Partial Least Squares (PLS-SEM). The results indicate that a well-defined content strategy and precise media optimization significantly improve micro-level content performance. The key findings confirm that Content Performance serves as a crucial mediating bridge in transforming strategic inputs into macro-level campaign success. The study’s conclusion provides practical implications for digital agencies to integrate creative planning with distribution techniques to achieve optimal
Co-Authors Abdul Samad Arief Anita Heptariza Budi Sulistiyo Nugroho Firdaus Yuni Dharta Gede Yoga Kharisma Pradana I Made Sidia Inten Pertiwi Kadek Prashita Dwi Fridayanthi Li Na Li Wei Ni Ketut Karwini Ni Ketut Karwini Ni Ketut Karwini Ni Made Ruastiti Ni Nengah Akina Ni Putu Anna Saphira Ni Putu Emilika Budi Lestari Ni Wayan Ana Rahita Handayani Putri Anggreni Renaldo Fajar Nugraha Susilo Setyo Utomo Sukma Nur Aulia Wang Jun Yogi Agustia Pratama Putu