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All Journal MATRIK: JURNAL MANAJEMEN, STRATEGI BISNIS, DAN KEWIRAUSAHAAN Jurnal Visi Manajemen (JVM) Gema Wisata Inisiatif: Jurnal Ekonomi, Akuntansi Dan Manajemen International Journal of Management Research and Economics INTERNATIONAL JOURNAL OF ECONOMIC LITERATURE Epaper Bisnis: International Journal Entrepreneurship and Management Buletin Studi Ekonomi
Gede Bayu Rahanatha
Fakultas Ekonomi Universitas Udayana
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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Antecedent Online Marketing Success Bali SMES New Normal Covid-19 Era Ni Wayan Ekawati; Gede Bayu Rahanatha; Ni Ketut Seminari; Ni Wayan Sitiari
Matrik : Jurnal Manajemen, Strategi Bisnis, dan Kewirausahaan Volume 16 Nomor 1 Tahun 2022
Publisher : Faculty of Economics and Business Udayana University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24843/MATRIK:JMBK.2022.v16.i01.p12

Abstract

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
Pengaruh Content Marketing, Harga, dan Kualitas Produk Terhadap Keputusan Pembelian: Studi pada Produk Dessert Box Bittersweet by Najla di Kota Denpasar Ni Made Adelia Putri Diandra; Gede Bayu Rahanatha
Gemawisata: Jurnal Ilmiah Pariwisata Vol. 20 No. 3 (2024): Jurnal Ilmiah Pariwisata
Publisher : Sekolah Tinggi Ilmu Ekonomi Pariwisata Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56910/gemawisata.v20i3.375

Abstract

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.
Pengaruh Citra Destinasi, Perceived Value dan Experiental Marketing Terhadap Minat Berkunjung Kembali : (Studi pada Pelanggan Domestik Bali Dive Resort and SPA Tulamben) I Komang Andre Kusuma Sardana; Gede Bayu Rahanatha
Gemawisata: Jurnal Ilmiah Pariwisata Vol. 20 No. 3 (2024): Jurnal Ilmiah Pariwisata
Publisher : Sekolah Tinggi Ilmu Ekonomi Pariwisata Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56910/gemawisata.v20i3.419

Abstract

Nowadays, many people spend their vacation time traveling to a new destination or a destination that has already been visited. This potential must be used by a destination to increase the interest of tourists to visit again. This research was conducted at Bali Dive Resort and Spa Tulamben which is located in Tulamben village, Karangasem. The purpose of this study was to test and explain the role of destination image, perceived value, experiential marketing on revisit intention in domestic customers of Bali Dive Resort and Spa Tulamben. The sample in this study were 120 respondents. Data collection was carried out by distributing questionnaires via google form. The collected data were analysed by classical assumption test, multiple linear regression analysis and hypothesis testing. The results of this study indicate that the variables of destination image, perceived value, experiental marketing have a significant positive effect on revisit intention. The implications of this research can be taken into consideration and input for Bali Dive Resort and Spa Tulamben in maintaining the revisit intention domestic customers by considering the variables of destination image, perceived value and experiential marketing.
THE INFLUENCE OF CELEBRITY ENDORSEMENT, BRAND IMAGE, AND SERVICE QUALITY ON PURCHASING DECISIONS AT GURLBUCKET STORE Sundari Dewi; Gede Bayu Rahanatha
INTERNATIONAL JOURNAL OF ECONOMIC LITERATURE Vol. 2 No. 12 (2024): December
Publisher : Adisam Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

The development of the fashion industry in Indonesia, especially women's fashion, tends to be caused by changes in fashion trends which have led to the emergence of the ready-to-wear concept, namely fast fashion. With this potential, extensive business opportunities are created in the women's fashion sector. This research was conducted at the Gurlbucket Shop located on Jl. Raya Padang Luwih No. 193, Dalung, North Kuta, Badung. The purpose of this research is to test and explain the influence of celebrity endorsement, brand image, and service quality on product purchasing decisions at the Gurlbucket Store. The sample in this study was 126 respondents. Data collection was carried out by distributing questionnaires directly delivered to the location and given directly to respondents. The collected data was analyzed using the classic assumption test, multiple linear regression analysis, determination test (Adjusted R2) and model feasibility test (F-test). The results of this research show that celebrity endorsement has a positive and significant influence on purchasing decisions, brand image has a positive and significant influence on purchasing decisions and service quality has a positive and significant influence on purchasing decisions at the Gurlbucket Store. The implications of this research can be material for consideration and input for the Gurlbucket Store in maintaining purchasing decisions by considering the variables celebrity endorsement, brand image and service quality.
The Role of Customer Satisfaction in Mediating the Influence of Service Quality on Re-Visit Intention : Study at Natya Hotel Kuta Made Yoga Saputra; Gede Bayu Rahanatha
International Journal of Management Research and Economics Vol. 2 No. 4 (2024): November : International Journal of Management Research and Economics
Publisher : Institut Teknologi dan Bisnis (ITB) Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54066/ijmre-itb.v2i4.2271

Abstract

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.
Peran Harga, Variasi Produk, dan Brand Image Terhadap Keputusan Pembelian Ulang Intan Maitri; Ni Wayan Ekawati; Gede Bayu Rahanatha; I Gst. A. Kt. Gd. Suasana
Inisiatif: Jurnal Ekonomi, Akuntansi dan Manajemen Vol. 4 No. 1 (2025): Januari : Inisiatif : Jurnal Ekonomi, Akuntansi dan Manajemen
Publisher : Universitas 45 Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30640/inisiatif.v4i1.3457

Abstract

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.
The Mediating Role of Product Innovation in The Influence of Market Orientation on The Performance of Silver Craft MSMEs in Sukawati District Nyoman Tri Arta Wibawa Putra; Gede Bayu Rahanatha
ePaper Bisnis : International Journal of Entrepreneurship and Management Vol. 2 No. 2 (2025): ePaper Bisnis : International Journal of Entrepreneurship and Management
Publisher : Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61132/epaperbisnis.v2i2.429

Abstract

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.
Peran Brand Image dalam Memediasi Pengaruh Electronic Word of Mouth (E-Wom) Terhadap Purchase Intention: Studi Kasus pada Produk Smartphone Iphone di Kota Denpasar Christian Wisnu Gunawarman Siwu; Gede Bayu Rahanatha
Jurnal Visi Manajemen Vol. 11 No. 2 (2025): Mei : Jurnal Visi Manajemen
Publisher : Sekolah Tinggi Ilmu Ekonomi Pariwisata Indonesia Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56910/jvm.v11i2.549

Abstract

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.
PENGARUH WOM TERHADAP NIAT BELI KONSUMEN DENGAN BRAND IMAGE SEBAGAI VARIABEL MEDIASI Putu Adi Saputra; Gede Bayu Rahanatha
Buletin Studi Ekonomi VOLUME.30.NO.02.TAHUN.2025
Publisher : Buletin Studi Ekonomi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24843/BSE.2025.v30.i02.p08

Abstract

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.
Co-Authors A.A Istri Wimas krisyanti Anak Agung Istri Karlita Aprilianti Angga Prasetya Putra Ayudya Amaranggana Christian Wisnu Gunawarman Siwu Cok Raka Surya Adhitya Desak Agung Sri Prabawati Gayatri Gede Bagus Nando Khrisnayana Dwi Susila Hamzan Wadi I G. R. M. TEMAJA I Gede Dharmana Putra I Gst. A. Kt. Gd. Suasana I Gst. Ayu Kt. Giantari I Gusti Ayu Tara Diani Sawitri I Gusti Ngurah Agung Sasmitra Wiguna I Kadek Yus Dantara I Ketut Rahyuda I Komang Andre Kusuma Sardana I Made Adi Suka Yasa I Made Arya Dharmayana I Putu Gisna Da Silva Kusuma Ida Ayu Chintia Pramesti IGst Bagus Karla Pratama Indah Kusuma Dewi Intan Maitri Jennifer Chandra Yuliani Kadek Ari Dwi Divayana Komang Indah Gita Cahyani Kompyang Gede Sathya Narayana Kris Cahyadi Putra Jaya Luh Dwi Mariyanti Made Dio Prakasa Restuputra Made Yoga Saputra Martina Carissa Dewi Martina Carissa Dewi Muhammad Azhari Dadas Muhammad Taufandra Ni Ketut Seminari Ni Luh Nyoman Yuni Anita Ni Made Adelia Putri Diandra Ni Made Eny Primawardani Ni Made Sri Rastini . Ni Muni Pracista Ni Nyoman Kerti Yasa Ni Nyoman Rsi Respati Ni Putu Lely Wahyuni Ni Wayan Ayu Widyanita Ni Wayan Ekawati Ni Wayan Sitiari Nyoman Indra Pranata Nyoman Panji Prabawa Sunu Nyoman Tri Arta Wibawa Putra Putu Adi Saputra Putu Andini Pradnya Dewi Putu Dian Delicia Undiani Putri Putu Gita Amertadevi Dianthini Putu Rico Pradana Putu Suryadika Pramudya Queen Angelina Paramita Sandy Sarah Yulinar Adiputri Sarah Yulinar Adiputri Sundari Dewi Tjok Gde Raka Sukawati Wayan Arisna Pratiwi Yolanda Rodiques