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All Journal Journal of Indonesian Tourism and Development Studies Jurnal Antropologi: Isu-Isu Sosial budaya Jurnal Pengabdian UntukMu NegeRI International Research Journal of Management, IT & Social Sciences JIM UPB (Jurnal Ilmiah Manajemen Universitas Putera Batam) Ganaya: Jurnal Ilmu Sosial dan Humaniora International Journal of Applied Sciences in Tourism and Events YUME : Journal of Management Jurnal Ilmiah Manajemen dan Bisnis Management Studies and Entrepreneurship Journal (MSEJ) Yumary: Jurnal Pengabdian kepada Masyarakat Jurnal Kepariwisataan International Journal of Social Science AKADEMIK: Jurnal Mahasiswa Ekonomi & Bisnis Economic Reviews Journal Journal of Innovation Research and Knowledge International Journal of Applied Sciences in Tourism and Events SENTRI: Jurnal Riset Ilmiah Jurnal Ilmiah Hospitality Management Media Bina Ilmiah Jurnal Manajemen dan Bisnis Journal of Artificial Intelligence and Digital Business Jurnal Sains Terapan Pariwisata Al-Zayn: Jurnal Ilmu Sosial & Hukum Jurnal Ekonomi, Manajemen, Akuntansi dan Keuangan
Ni Nyoman Sri Wisudawati
Universitas Pendidikan Nasional
Religion Aerospace Engineering Agriculture, Biological Sciences & Forestry Arts 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 Law, Crime, Criminology & Criminal Justice Library & Information Science Medicine & Pharmacology Public Health Social Sciences Veterinary Other

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Pengaruh Green Marketing Dan Konten Digital Terhadap Keputusan Menginap Studi Kasus Hotel Di Kawasan Nusa Dua Dengan Mediasi Brand Image I Ketut Arjawa; Ni Nyoman Sri Wisudawati
YUME : Journal of Management Vol 9, No 1 (2026)
Publisher : Pascasarjana STIE Amkop Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37531/yume.v9i1.10989

Abstract

Kajian ini ditunjukkan untuk mengidentifikasi dampak dari penerapan green marketing dan strategi konten digital terhadap pertimbangan akhir menginap wisatawan pada hotel di kawasan Nusa Dua dengan brand image diteliti sebagai variabel mediasi dalam studi ini. Metode survei diterapkan dalam pendekatan kuantitatif penelitian ini.. Adapun yang menjadi populasi dalam kajian ini adalah wisatawan yang pernah menginap di hotel kawasan Nusa Dua. Teknik pengambilan sampel yang diterapkan adalah purposive sampling dan melibatkan 140 partisipansebagai sampel. Data dikumpulkan melalui penyebaran kuesioner kepada mereka menggunakan skala Likert lima poin dan dianalisis dengan metode Partial Least Squares–Structural Equation Modeling (PLS-SEM) menggunakan SmartPLS. Temuan dari penelitian ini mengungkapkan bahwa green marketing dan konten digital memiliki pengaruh yang menguntungkan dan nyata terhadap persepsi brand image dan keputusan menginap. Brand image juga memiliki pengaruh yang menguntungkan dan nyata terhadap keputusan menginap. Lebih lanjut, brand image terbukti menjadi variabel mediasi yang signifikan. Dengan kata lain, green marketing dan konten digital berpengaruh terhadap keputusan menginap, sebagian besar karena kemampuannya membangun citra merek yang positif. Temuan ini mengindikasikan bahwa strategi pemasaran ramah lingkungan yang dikomunikasikan secara efektif melalui konten digital dapat memperkuat citra merek hotel dan meningkatkan keputusan wisatawan untuk menginap. Studi ini diharapkan mampu memberikan panduan atau landasan bagi pengelola hotel dalam merancang strategi pemasaran berkelanjutan dalam rangka peningkatan daya saing di industri perhotelan.
Konstruksi Representasi Perempuan dalam Episode “Beauty Standard” Podcast in Her View: Analisis Wacana Kritis Perspektif Sara Mills Ni Luh Made Gayatri Maharani Hartantya; Ni Putu Yunita Anggreswari; Ni Nyoman Sri Wisudawati; Ni Putu Intan Permatasari
SENTRI: Jurnal Riset Ilmiah Vol. 4 No. 12 (2025): SENTRI : Jurnal Riset Ilmiah, Desember 2025
Publisher : LPPM Institut Pendidikan Nusantara Global

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55681/sentri.v4i12.5109

Abstract

Beauty standards in Indonesia have become a complex social construction shaped by globalization, media expansion, and cultural dynamics. This study analyzes how representations of women and beauty standards are constructed in the “Beauty Standard” episode of Pancatera’s In Her View podcast using Sara Mills’ Critical Discourse Analysis (CDA). The podcast, hosted by five Indonesian women from diverse backgrounds, creates a multi-voiced discursive space that reflects personal experiences and social critique. Focusing on the subject–object position and writer–reader positioning, this research employs a qualitative descriptive design by analyzing episode transcripts, observations, and interviews with selected listeners. The findings show that the hosts position themselves as active subjects who challenge dominant beauty norms and encourage self-acceptance and critical awareness. The audience is positioned as an equal participant, invited to reflect and engage emotionally with the narrative. The discourse produced in the episode constructs a counter-hegemonic narrative that resists narrow beauty ideals by highlighting diversity, self-reflection, and empowerment. This study contributes to feminist discourse, media representation research, and podcast studies by demonstrating how digital conversational media reshape beauty narratives in the Indonesian context.
Karakter Merek di Era Digital: Pengaruh Brand Personality Dan Viral Marketing Terhadap Intensi Pembelian Melalui Brand Awareness Coffee Shop di Denpasar Kadek Aditya Dharma Saputra; Ni Nyoman Sri Wisudawati
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.v6i1.1788

Abstract

The rapid expansion of coffee shops in Denpasar has intensified competition, making product differentiation increasingly difficult. As offerings become more homogeneous, digital interaction, brand personality, and viral marketing emerge as decisive factors in shaping consumer behavior. However, empirical studies examining how these elements jointly influence purchase intention particularly through the mediating role of brand awareness remain limited. This study aims to analyze the effects of brand personality and viral marketing on purchase intention by incorporating brand awareness as a mediating variable among coffee shop consumers in Denpasar. A quantitative approach was employed using a structured questionnaire administered to 119 respondents selected through purposive sampling. Respondents were required to be active social media users who had visited local coffee shops and had been exposed to digital promotional content. Data were analyzed using Partial Least Squares-Structural Equation Modeling (PLS-SEM) to evaluate both direct and mediated relationships among variables. The findings reveal that brand personality and viral marketing each exert significant positive effects on brand awareness and purchase intention. Brand awareness also shows a strong and significant effect on purchase intention. Further analysis confirms that brand awareness effectively mediates the influence of brand personality and viral marketing on consumers’ intention to purchase. These results highlight the importance of establishing a compelling brand personality supported by engaging and shareable digital content to enhance brand visibility and strengthen consumer purchasing decisions in a highly competitive market.
Pengaruh Green Marketing dan Green Awareness terhadap Keputusan Pembelian Produk The Body Shop di Bali yang Dimediasi oleh Green Brand Image Ni Putu Mirna Permatasari; Nuning Indah Pratiwi; Ni Nyoman Sri Wisudawati; Ni Kadek Winda Yanti
AKADEMIK: Jurnal Mahasiswa Ekonomi & Bisnis Vol. 6 No. 2 (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.v6i2.2013

Abstract

The cosmetics sector ranks among the foremost generators of plastic waste globally, encompassing Indonesia as well. In Bali, despite the enforcement of plastic reduction policies, inorganic waste continues to pose a formidable challenge. This research seeks to examine the impact of sustainable marketing and environmental consciousness on purchase intentions for The Body Shop products in Bali, positioning green brand perception as the mediating factor. Employing a quantitative approach, questionnaires were distributed to 170 participants selected via purposive sampling. The gathered data underwent analysis using Partial Least Squares-based Structural Equation Modeling (PLS-SEM) via SmartPLS software. Findings reveal that decisions to acquire eco-friendly products are predominantly shaped by green brand image, surpassing the direct effects of sustainable marketing or environmental awareness. Furthermore, eco-brand perceptions effectively act as a bridging mechanism, connecting environmentally focused marketing strategies and green awareness to consumers' buying decisions. In conclusion, firms are urged to prioritize the cultivation of a robust, credible image of ecological responsibility, beyond mere promotional efforts, to drive authentic consumer purchasing actions.
Co-Authors A. A. Ngr. Oka Suryadinatha G A.A Istri Ari Maheswari, A.A Istri Ari Al Zalfa Cinta Ratu Aurellia Anak Agung Istri Agung Maheswari Bria, Anastasya Endria Cahyani, Ni Putu Anggita Vira D.A Kartika Dutta Onassis Desak Made Febri Purnama Sari Dicko Helmi Susanto Gayatri , Ni Nyoman Putri Gusi Putu Lestara Permana I Gede Agus Kurniawan I Gusti Ayu Tirtayani I GUSTI AYU WIRATI ADRIATI I Gusti Ngurah Yogi Agastya Ananda I Ketut Arjawa I Made Mastianta Nadera I Made Sindhu Yoga I Made Wirya Darma I Putu Dharmawan Pradhana Ida Ayu Oka Martini Ida Bagus Gede Yoga Agastya Istri Maheswari, A.A.A Istri Maheswari, A.A.A Kadek Aditya Dharma Saputra Kadek Januarsa Adi Sudharma Kadek Swastuti Lestari Komang Santi Sapitri M. Zacky Faluti Mahadewi, Ni Nyoman Tri Melati Budi Srikandi Ni Kadek Winda Yanti Ni Kadek Winda Yanti Ni Luh Made Gayatri Maharani Hartantya Ni Made Dhian Rani Yulianti Ni Putu Arianti Ni Putu Intan Permatasari Ni Putu Intan Permatasari Ni Putu Mirna Permatasari Ni Putu Yunita Anggreswari Ni Putu Yunita Anggreswari Ni Wayan Widhiasthini Nuning Indah Pratiwi Nuraga, Ketut Nyoman Sri Subawa Parasari, Nyoman Sri Manik Permatasari, Ni Putu Intan Putri Ekaresty Haes Putri Gayatri, Ni Nyoman Putu Dyah Permatha Korry Putu Nita Oktaviani Putu Ratna Juwita Sari Putu Swasti Adnyani Sari, Putu Ratna Juwita Shantika, Budi Wibisono, Stefanus Rendhy Yanti, Ni Kadek Winda Yusnny, Bella Desita