Articles
<![CDATA[Antecedent Online Marketing Success Bali SMES New Normal Covid-19 Era ]]>
<![CDATA[Ni Wayan Ekawati]]>;
<![CDATA[Gede Bayu Rahanatha]]>;
<![CDATA[Ni Ketut Seminari]]>;
<![CDATA[Ni Wayan Sitiari]]>
<![CDATA[ Matrik : Jurnal Manajemen, Strategi Bisnis, dan Kewirausahaan Volume 16 Nomor 1 Tahun 2022 ]]>
Publisher : <![CDATA[Faculty of Economics and Business Udayana University ]]>
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DOI: 10.24843/MATRIK:JMBK.2022.v16.i01.p12
<![CDATA[ABSTRACT New normal Covid-19 situation, causing a change of human behavior which tends to limit physical contact. Marketing strategy by utilizing social media is quite effective to apply. Social media seems to be a particular engagement in life. The study aims to explain the effect of social media marketing engagement, e–WOM, and online purchases on online marketing success and explain the role of e-WOM engagement and online purchasing as a mediating relationship between social media marketing engagement on online marketing success. The study is conducted on Small and Medium Enterprises (SMEs) in Bali that utilizes social media in promoting their products, using a sample of 210 respondents. The results of the analysis are expected to be used as consideration by producers and marketers, to be able to compete in the new normal era of Covid-19. For the government, expected to be an input in policymaking that encourages the pace of Bali's economic growth in the new normal era of Covid-19. The development of the model that becomes the output of this research is a research model related to the development of research variables. There has been no research that has developed a relationship model of social media marketing engagement, e-WOM engagement, online purchases on online marketing success for SMEs in Bali who have implemented marketing by utilizing social media technology. Thus, it is essential to explore the role of technology in developing SMEs in Bali, and it is necessary to conduct more specific research on the relevant variables in implementing a sustainable SMEs marketing strategy. Keyword: Social media e-WOM, online purchases and online marketing success]]>
<![CDATA[Pengaruh Content Marketing, Harga, dan Kualitas Produk Terhadap Keputusan Pembelian: Studi pada Produk Dessert Box Bittersweet by Najla di Kota Denpasar ]]>
<![CDATA[Ni Made Adelia Putri Diandra]]>;
<![CDATA[Gede Bayu Rahanatha]]>
<![CDATA[ Gemawisata: Jurnal Ilmiah Pariwisata Vol. 20 No. 3 (2024): Jurnal Ilmiah Pariwisata ]]>
Publisher : <![CDATA[Sekolah Tinggi Ilmu Ekonomi Pariwisata Indonesia ]]>
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DOI: 10.56910/gemawisata.v20i3.375
<![CDATA[Najla Farid Bisyir, who created a dessert box business called Bittersweet by Najla, took advantage of the huge opportunities in the food and beverage industry in Indonesia. The popularity of culinary dessert boxes has made many small businesses start their business by selling dessert box products via social media, which means Bittersweet by Najla has many competitors. Apart from that, there are several consumer complaints regarding the price and quality of products expressed through e-commerce. Bittersweet by Najla's content marketing was also complained about because it was considered excessive and not in accordance with reality. This research aims to test and explain the influence of content marketing, price and product quality on purchasing decisions for Bittersweet by Najla consumers. This research was conducted in Denpasar City in June 2024. Data was collected using an instrument in the form of a questionnaire from 105 Bittersweet by Najla consumers who were determined based on a purposive sampling technique. The data obtained was then analyzed using multiple linear regression analysis. The research results show that all hypotheses are supported, namely content marketing has a positive and significant effect on purchasing decisions, price has a positive and significant effect on purchasing decisions, and product quality has a positive and significant effect on purchasing decisions. The implication of this research is that the better the content marketing, price and product quality, the greater the purchasing decisions.]]>
<![CDATA[The Role of Customer Satisfaction in Mediating the Influence of Service Quality on Re-Visit Intention : Study at Natya Hotel Kuta ]]>
<![CDATA[Made Yoga Saputra]]>;
<![CDATA[Gede Bayu Rahanatha]]>
<![CDATA[ International Journal of Management Research and Economics Vol. 2 No. 4 (2024): November : International Journal of Management Research and Economics ]]>
Publisher : <![CDATA[Institut Teknologi dan Bisnis (ITB) Semarang ]]>
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DOI: 10.54066/ijmre-itb.v2i4.2271
<![CDATA[Bali is one of the tourist destinations in Indonesia that is most popular with both local and foreign tourists. The high interest of tourists in Bali provides opportunities for hotel industry entrepreneurs in Bali whose growth is increasingly rapid. This research was conducted at Natya Hotel Kuta, Badung. The aim of this research is to explain the role of customer satisfaction in mediating the influence of service quality on re-visit intention. This research uses consumer behavior as a theoretical basis with a sample size of 100 people based on adjusted criteria, using purposive sampling techniques. Data collection in this research was carried out using survey, observation and questionnaire methods via the Google Form platform. This research uses path analysis techniques, Sobel test, and VAF test. The results of this research show that all hypotheses are accepted. Service quality has a positive and significant effect on re-visit intention, service quality has a positive and significant effect on customer satisfaction, customer satisfaction has a positive and significant effect on re-visit intention and customer satisfaction plays a significant role in mediating the effect of service quality on re-visit intention. visit Intention. The implications of this research can be used by Natya Hotel Kuta to increase customer re-visit intention through the variables of customer satisfaction and service quality.]]>
<![CDATA[Peran Harga, Variasi Produk, dan Brand Image Terhadap Keputusan Pembelian Ulang ]]>
<![CDATA[Intan Maitri]]>;
<![CDATA[Ni Wayan Ekawati]]>;
<![CDATA[Gede Bayu Rahanatha]]>;
<![CDATA[I Gst. A. Kt. Gd. Suasana]]>
<![CDATA[ Inisiatif: Jurnal Ekonomi, Akuntansi dan Manajemen Vol. 4 No. 1 (2025): Januari : Inisiatif : Jurnal Ekonomi, Akuntansi dan Manajemen ]]>
Publisher : <![CDATA[Universitas 45 Surabaya ]]>
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DOI: 10.30640/inisiatif.v4i1.3457
<![CDATA[The Paradisein is a brand based in West Denpasar, Bali, that has been producing women’s clothing since 2019 and selling its products online through Shopee e-commerce and Instagram. This study aims to analyze the influence of price, product variety, and brand image on repurchase decisions. The population defined for the research comprises The Paradisein’s customers who have made a minimum of two purchases (repurchase buying). A total of 53 customers met the population criteria. The data analysis techniques used in this study include Validity Tests, Reliability Tests, Classical Assumption Tests, Multiple Linear Regression Analysis, F-tests, and t-tests. The results show that price has a positive and significant influence on repurchase decisions, product variety has a positive and significant influence on repurchase decisions, and brand image also has a positive and significant influence on repurchase decisions. Recommendations for The Paradisein include evaluating the benefits of its products before setting prices to align pricing policies with product value. Additionally, it is suggested to diversify raw materials to enhance the quality variety of materials used. Regular social media promotions and market research are also recommended to improve company performance.]]>
<![CDATA[The Mediating Role of Product Innovation in The Influence of Market Orientation on The Performance of Silver Craft MSMEs in Sukawati District ]]>
<![CDATA[Nyoman Tri Arta Wibawa Putra]]>;
<![CDATA[Gede Bayu Rahanatha]]>
<![CDATA[ ePaper Bisnis : International Journal of Entrepreneurship and Management Vol. 2 No. 2 (2025): ePaper Bisnis : International Journal of Entrepreneurship and Management ]]>
Publisher : <![CDATA[Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia ]]>
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DOI: 10.61132/epaperbisnis.v2i2.429
<![CDATA[This study aims to examine the influence of market orientation on the performance of micro, small, and medium-sized enterprises (MSMEs) with product innovation as a mediating variable, focusing on silver craft MSMEs in Sukawati District. The study was conducted on 102 silver craft MSMEs operating in the region. The sample was selected using simple random sampling, resulting in 82 respondents. Data analysis techniques employed in this study include descriptive statistics and inferential statistics through path analysis, classical assumption tests, the Sobel test, and the Variance Accounted For (VAF) test. The results indicate that market orientation has a positive and significant effect on MSME performance, market orientation positively and significantly influences product innovation, product innovation positively and significantly affects MSME performance, and product innovation mediates the effect of market orientation on MSME performance.]]>
<![CDATA[Peran Brand Image dalam Memediasi Pengaruh Electronic Word of Mouth (E-Wom) Terhadap Purchase Intention: Studi Kasus pada Produk Smartphone Iphone di Kota Denpasar ]]>
<![CDATA[Christian Wisnu Gunawarman Siwu]]>;
<![CDATA[Gede Bayu Rahanatha]]>
<![CDATA[ Jurnal Visi Manajemen Vol. 11 No. 2 (2025): Mei : Jurnal Visi Manajemen ]]>
Publisher : <![CDATA[Sekolah Tinggi Ilmu Ekonomi Pariwisata Indonesia Semarang ]]>
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DOI: 10.56910/jvm.v11i2.549
<![CDATA[This research aims to analyze the role of brand image as a mediating variable in the relationship between electronic word of mouth (e-WOM) and purchase intention for iPhone smartphone products in Denpasar City. The study is grounded in Consumer Behavior Theory, which explains how external and internal factors influence purchasing decisions. The widespread use of e-WOM in the digital age is a significant external factor in shaping consumer perceptions. Conversely, brand image is a critical internal asset for a company to build customer trust and loyalty. By understanding the interaction among these three variables, this research is expected to provide strategic insights for marketers. The study’s population includes Denpasar residents who either use or intend to purchase an iPhone smartphone. The sample size is 100 individuals, selected using a purposive sampling technique based on specific criteria such as age, social media usage, and knowledge of iPhone products. Data was collected by distributing questionnaires to respondents. The data analysis methods used were descriptive and inferential analysis. Inferential analysis included the Classical Assumption Test to ensure the data met statistical requirements, Path Analysis to examine the direct and indirect relationships between variables, the Sobel Test to measure the significance of the mediation effect, and the Variance Accounted For (VAF) Test to determine the extent to which brand image mediates the relationship. The results show that brand image plays a partial mediating role in the effect of e-WOM on purchase intention. This indicates that e-WOM not only directly influences purchase intention but also indirectly through the formation of a positive brand image. This finding confirms the importance of brand image as a bridge connecting electronic word-of-mouth promotion with consumers’ purchasing decisions. The implications of this research are highly relevant for iPhone smartphone marketers.]]>
<![CDATA[PENGARUH WOM TERHADAP NIAT BELI KONSUMEN DENGAN BRAND IMAGE SEBAGAI VARIABEL MEDIASI ]]>
<![CDATA[Putu Adi Saputra]]>;
<![CDATA[Gede Bayu Rahanatha]]>
<![CDATA[ Buletin Studi Ekonomi VOLUME.30.NO.02.TAHUN.2025 ]]>
Publisher : <![CDATA[Buletin Studi Ekonomi ]]>
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DOI: 10.24843/BSE.2025.v30.i02.p08
<![CDATA[The rapid advancement of technology in the tourism industry has driven a significant shift toward digital-based services and intensified competition among online travel agents (OTAs). Traveloka is one of the companies capitalizing on this development. This study aims to analyze the mediating role of brand image in the influence of word of mouth (WOM) on consumers’ purchase intention. The research was conducted with prospective consumers in Denpasar City who had never purchased Traveloka’s products, using a purposive sampling technique with 120 respondents. Data were collected through an online questionnaire (Google Form) and analyzed using path analysis and the Sobel test with the assistance of SPSS for Windows. The findings reveal that WOM has a positive and significant effect on brand image; both WOM and brand image positively and significantly influence purchase intention; and brand image significantly mediates the effect of WOM on purchase intention. This study provides empirical contributions to marketing science by highlighting the role of WOM and brand image in shaping consumer purchase intention within the digital tourism industry. Perkembangan teknologi dalam industri pariwisata semakin pesat, ditandai dengan pergeseran menuju layanan digital dan meningkatnya persaingan antar online travel agent (OTA). Traveloka merupakan salah satu perusahaan yang memanfaatkan peluang tersebut. Penelitian ini bertujuan untuk menganalisis peran brand image sebagai variabel mediasi dalam pengaruh word of mouth (WOM) terhadap niat beli konsumen. Responden penelitian adalah calon konsumen di Kota Denpasar yang belum pernah membeli produk Traveloka, dengan jumlah sampel 120 orang menggunakan teknik purposive sampling. Data dikumpulkan melalui kuesioner daring (Google Form) dan dianalisis menggunakan path analysis serta uji Sobel dengan bantuan SPSS for Windows. Hasil penelitian menunjukkan bahwa WOM berpengaruh positif dan signifikan terhadap brand image; WOM dan brand image berpengaruh positif dan signifikan terhadap niat beli konsumen; serta brand image secara signifikan memediasi pengaruh WOM terhadap niat beli konsumen. Temuan ini memberikan kontribusi empiris bagi pengembangan ilmu pemasaran, khususnya dalam memahami peran WOM dan brand image dalam membentuk niat beli konsumen pada industri pariwisata berbasis digital.]]>
<![CDATA[The Role Of Fear Of Missing Out In Mediating The Influence Of Hedonic Motivation On Compulsive Buying (Study On Marketplace Users In Denpasar City) ]]>
<![CDATA[Komang Gd Cahya Wiguna]]>;
<![CDATA[Ni Made Asti Aksari]]>;
<![CDATA[Gede Bayu Rahanatha]]>;
<![CDATA[I Nyoman Nurcaya]]>
<![CDATA[ Journal Of Social Science (JoSS) Vol 4 No 8 (2025): JOSS: Journal of Social Science ]]>
Publisher : <![CDATA[Al-Makki Publisher ]]>
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DOI: 10.57185/joss.v4i8.489
<![CDATA[Digital transformation has changed consumer behavior patterns, including an increase in marketplace users that encourage compulsive buying behavior among generation Z. Data from the Ministry of Trade of the Republic of Indonesia in 2024 shows that the number of marketplace users will increase from 38.72 million in 2020 to 58.63 million in 2023 and is predicted to reach 99.1 million in 2029. This study aims to determine the influence of hedonic motivation on compulsive buying and test the role of fear of missing out (FoMO) as a mediating variable. The research was conducted in Denpasar City with a quantitative approach and purposive sampling method on 100 marketplace user respondents. The analysis technique used is path analysis. The results of the study showed that hedonic motivation had a positive and significant effect on compulsive buying and FoMO. FoMO also has a positive and significant effect on compulsive buying and partially mediates the relationship between hedonic motivation and compulsive buying. The conclusions of this study show that hedonic motivation and FoMO play an important role in encouraging excessive shopping behavior in the marketplace.]]>
<![CDATA[The Role of Customer Satisfaction Mediates The in-Fluence of Store Atmosphere and Service Quality on Customer Loyalty ]]>
<![CDATA[I Made Michael Wijana]]>;
<![CDATA[Gede Bayu Rahanatha]]>
<![CDATA[ Journal Of Social Science (JoSS) Vol 4 No 8 (2025): JOSS: Journal of Social Science ]]>
Publisher : <![CDATA[Al-Makki Publisher ]]>
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DOI: 10.57185/joss.v4i8.501
<![CDATA[The purpose of this study is to explain the role of customer satisfaction mediates the influence of store atmosphere and service quality on customer loyalty (a study on Warung Kopi Jenar Kaliasem customers). The theory used is the Stimulus-Organism-Response (SOR) theory. This research employed a non-random sampling method. The population in this study consists of people in Denpasar City with a minimum education level of high school or equivalent who have visited and purchased products at Warung Kopi Jenar at least twice within six months. The sample selection method used was judgment sampling, with a total of 120 respondents. Data collection was carried out by distributing questionnaires. The data analysis technique used in this study was PLS-based SEM. The results show that store atmosphere and service quality have a positive and significant effect on both customer satisfaction and customer loyalty. Customer satisfaction also has a positive and significant effect on customer loyalty. Mediation analysis indicates that store atmosphere and service quality affect customer loyalty through customer satisfaction. The theoretical implications of this study reveal that store atmosphere and service quality influence customer loyalty not only directly but also indirectly through customer satisfaction as a mediating factor. Practically, these findings provide strategic insights for the managers of Warung Kopi Jenar regarding the important role of customer satisfaction in mediating the influence of store atmosphere and service quality on customer loyalty.]]>
<![CDATA[Strategies To Drive Purchasing Decisions Through the Utilization Of Social Media ]]>
<![CDATA[Ni Wayan Ekawati]]>;
<![CDATA[Gede Suparna]]>;
<![CDATA[Gede Bayu Rahanatha]]>;
<![CDATA[Ni Made Intan Kusumasari]]>;
<![CDATA[Dewa Ayu Agung Bunga Kinara PM]]>
<![CDATA[ International Journal of Management, Accounting & Finance (KBIJMAF) Vol. 2 No. 2 (2025): International Journal of Management, Accounting & Finance (KBIJMAF) ]]>
Publisher : <![CDATA[LPPM STIE Kasih Bangsa ]]>
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DOI: 10.70142/kbijmaf.v2i2.279
<![CDATA[Applications that arise because of technological developments have the potential to change the consumer shopping experience through emerging social media. One of them is the use of augmented reality (AR) applications. As a relatively new application, it is important to examine its implementation in the MSME sector, related to positive response variables, purchasing decisions and stickiness variables as moderators. The research objectives are to test and explain the effect of augmented relality (AR) technology on purchasing decisions and positive responses, the effect of positive responses on purchasing decisions, as well as the role of positive responses mediating the relationship between AR and purchasing decisions, the role of stickiness as moderating the relationship between AR and purchasing decisions. The research was conducted in Denpasar Bali. This study used a sample of 400 respondents. The analysis technique used is path analysis technique. The research findings show that AR has a positive and significant effect on purchasing decisions and positive responses, positive responses have a positive and significant effect on purchasing decisions, positive responses do not play a mediating role, and stickiness plays a quasi-moderating role. Furthermore, these findings can be used as considerations by producers and marketers, to be able to face competition and develop business by utilizing information and communication technology. Meanwhile, the government is expected to be an input in making policies that encourage the pace of economic growth in Bali.]]>
