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

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The Role of Customer Satisfaction Mediates The in-Fluence of Store Atmosphere and Service Quality on Customer Loyalty I Made Michael Wijana; Gede Bayu Rahanatha
Journal Of Social Science (JoSS) Vol 4 No 8 (2025): JOSS: Journal of Social Science
Publisher : Al-Makki Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.57185/joss.v4i8.501

Abstract

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.
PERAN BRAND AWARENESS MEMEDIASI SOCIAL MEDIA MARKETING TERHADAP PURCHASE INTENTION AYAM BETUTU SRIKANDI Ni Kadek Ayu Intan Maharani; Gede Bayu Rahanatha
E-Jurnal Manajemen Vol. 15 No. 4 (2026)
Publisher : Program Studi Manajemen Fakultas Ekonomi dan Bisnis Universitas Udayana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24843/EJMUNUD.2026.v15.i4.p04

Abstract

Tujuan penelitian ini adalah untuk mengetahui bagaimana kesadaran merek (brand awareness) berperan sebagai perantara dalam pengaruh pemasaran media sosial (social media marketing) dan niat beli produk (purchase intention) Ayam Betutu Srikandi. Lokasi Penelitian dilakukan di Kabupaten Badung karena merupakan salah satu daerah yang menjadi pusat pariwisata di Bali. Penelitian ini menggunakan teknik penentuan sampel non probability sampling dengan metode purposive sampling dikarenakan populasi penelitian yang infinit sehingga sampel yang digunakan pada penelitian ini sebanyak 100 sampel. Pengumpulan data dilakukan melalui penyebaran kuesioner dan google form yang pengukurannya menggunakan skala Likert. Untuk menguji kelayakan instrumen, dilakukan uji validitas dan uji reliabilitas. Teknik analisis data yang digunakan meliputi analisis deskriptif, uji asumsi klasik, analisis jalur (path analysis), uji Sobel, serta uji Variance Accounted For (VAF). Hasil penelitian menunjukkan bahwa social media marketing berpengaruh positif dan signifikan terhadap purchase intention dan brand awareness. Sedangkan, brand awareness berpengaruh positif dan signifikan terhadap purchase intention secara langsung maupun sebagai mediasi antara pengaruh social media marketing dan purchase intention. Saran bagi Ayam Betutu Srikandi adalah meningkatkan aktivitas media sosial dengan konten menarik, rutin memposting konten media sosial, merespons interaksi konsumen, dan menyajikan informasi produk secara lengkap.   The purpose of this study was to determine how brand awareness acts as an intermediary in the influence of social media marketing and purchase intention of Ayam Betutu Srikandi. The research location was conducted in Badung Regency because it is one of the areas that are the center of tourism in Bali. This study used a non-probability sampling technique with a purposive sampling method due to the infinite research population, so the sample used in this study was 100 samples. Data collection was carried out through the distribution of questionnaires and Google Forms with measurements using a Likert scale. To test the feasibility of the instrument, validity and reliability tests were conducted. Data analysis techniques used included descriptive analysis, classical assumption tests, path analysis, Sobel tests, and Variance Accounted For (VAF) tests. The results showed that social media marketing has a positive and significant effect on purchase intention and brand awareness. Meanwhile, brand awareness has a positive and significant effect on purchase intention directly and as a mediator between the influence of social media marketing and purchase intention. Suggestions for Ayam Betutu Srikandi include increasing social media activity with engaging content, regularly posting social media content, responding to consumer interactions, and providing comprehensive product information.
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 Ketut Giantari I Gusti Ayu Tara Diani Sawitri I Gusti Ngurah Agung Sasmitra Wiguna I Kadek Dwi Prasmana I Kadek Yus Dantara I Ketut Rahyuda I Komang Andre Kusuma Sardana I Made Adi Suka Yasa I Made Arya Dharmayana I Made Michael Wijana I Nyoman Nurcaya 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 Gd Cahya Wiguna 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 Kadek Ayu Intan Maharani Ni Ketut Seminari Ni Luh Nyoman Yuni Anita Ni Made Adelia Putri Diandra Ni Made Asti Aksari Ni Made Eny Primawardani Ni Made Sri Rastini . Ni Made Wulandari Kusumadewi 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