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All Journal Buletin Studi Ekonomi MATRIK: JURNAL MANAJEMEN, STRATEGI BISNIS, DAN KEWIRAUSAHAAN E-Jurnal Ekonomi dan Bisnis Universitas Udayana E-Jurnal Manajemen Universitas Udayana 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
Gede Bayu Rahanatha
Fakultas Ekonomi Universitas Udayana
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Social Sciences

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PERAN BRAND AWARENESS MEMEDIASI PENGARUH SOCIAL MEDIA MARKETING TERHADAP PURCHASE INTENTION PRODUK KOSMETIK SCARLETT WHITENING (STUDI PADA MASYARAKAT DI KOTA DENPASAR) Ni Made Eny Primawardani; Gede Bayu Rahanatha
E-Jurnal Ekonomi dan Bisnis Universitas Udayana VOLUME.12.NO.10.TAHUN.2023
Publisher : Fakultas Ekonomi dan Bisnis Universitas Udayana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24843/EEB.2023.v12.i10.p02

Abstract

Purchase intention is a stage for potential consumers to act before making a purchase decision. This study aims to examine the role of mediating brand awareness in the influence of social media marketing on the purchase intention of Scarlett Whitening cosmetic products among people in Denpasar City. The population in this study is the people in the city of Denpasar who have never purchased Scarlett Whitening products. The sample was determined using a purposive sampling by distributing questionnaires to 110 respondents. The analysis technique used is descriptive statistical analysis, path analysis, Sobel test and VAF test. The results of the study show that social media marketing has a positive and significant effect on purchase intention. Social media marketing has a positive and significant effect on brand awareness. Brand awareness has a positive and significant effect on purchase intention. Brand awareness can mediate the effect of social media marketing on purchase intention. The results of this study have an impact on marketing strategies, especially for Scarlett Whitening's management to pay more attention to social media marketing and brand awareness in order to increase purchase intention.
PENGARUH ELECTRONIC WORD OF MOUTH, KESESUAIAN HARGA DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN Putu Dian Delicia Undiani Putri; Gede Bayu Rahanatha
E-Jurnal Ekonomi dan Bisnis Universitas Udayana VOLUME.13.NO.05.TAHUN.2024
Publisher : Fakultas Ekonomi dan Bisnis Universitas Udayana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24843/EEB.2024.v13.i05.p10

Abstract

Keputusan pembelian adalah suatu keputusan atau pilihan akhir yang dimiliki konsumen untuk membeli produk atau menggunakan jasa dengan berbagai macam pertimbangan. Penelitian ini bertujuan untuk menjelaskan pengaruh electronic word of mouth, kesesuaian harga dan kualitas pelayanan terhadap keputusan pembelian pada konsumen Kytha Coffee di Kota Denpasar. Jumlah sampel yang digunakan sebanyak 140 responden dan pernah melakukan pembelian di Kytha Coffee di Kota Denpasar. Metode penentuan sampel yang digunakan dalam penelitian ini adalah non probability sampling dengan teknik accidental sampling. Pengumpulan data diperoleh dari hasil penyebaran kuesioner menggunakan google form sebagai instrumen penelitian. Hasil analisa regresi linier berganda menunjukkan bahwa variabel electronic word of mouth, kesesuaian harga dan kualitas pelayanan berpengaruh positif dan signifikan terhadap keputusan pembelian. Hasil penelitian ini menunjukkan bahwa semakin tinggi electronic word of mouth, maka akan meningkatkan keputusan pembelian, begitu juga kesesuaian harga dan kualitas pelayanan semakin baik maka akan meningkatkan keputusan pembelian.
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.
PERAN BRAND AWARENESS MEMEDIASI DAYA TARIK IKLAN MEDIA SOSIAL TERHADAP NIAT BELI Desak Agung Sri Prabawati Gayatri; Gede Bayu Rahanatha
E-Jurnal Ekonomi dan Bisnis Universitas Udayana VOLUME.13.NO.10.TAHUN.2024
Publisher : Fakultas Ekonomi dan Bisnis Universitas Udayana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24843/EEB.2024.v13.i10.p15

Abstract

Kemajuan teknologi yang pesat menyebabkan adanya perubahan perilaku masyarakat dari luring ke daring. Candy Project memanfaatkan layanan digital melalui aplikasi yang menyikapi perubahan perilaku masyarakat tersebut. Candy Project harus melakukan strategi yang tepat agar konsumen merasa tertarik dan tumbuh rasa niat beli di Candy Project. Penelitian dilakukan untuk menjelaskan dampak promosi penjualan terhadap Brand Awareness dan Niat Beli. Kota Denpasar menjadi tempat penelitian dengan 140 responden yang mengisi kuesioner. Non-probability sampling dilakukan untuk menentukan sampel dan analisis jalur dilakuakn menggunakan software SPSS. Hasil yang ditemukan adalah daya tarik media sosial memiliki pengaruh positif signifikan terhadap niat beli, daya tarik iklan media sosial memiliki pengaruh positif signifikan terhadap brand awareness, brand awareness memiliki pengaruh positif signifikan terhadap niat beli, dan brand awareness juga memediasi hubungan antara daya tarik iklan media sosial dan niat beli.
THE ROLE OF PARASOCIAL INTERACTION IN MEDIATING THE INFLUENCE OF VLOGGER POPULARITY AND CREDIBILITY ON PURCHASE INTENTION OF GADGET PRODUCTS Putu Gita Amertadevi Dianthini; I Gst. Ayu Kt. Giantari; Gede Bayu Rahanatha
E-Jurnal Ekonomi dan Bisnis Universitas Udayana VOLUME.13.NO.07.TAHUN.2024
Publisher : Fakultas Ekonomi dan Bisnis Universitas Udayana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24843/EEB.2024.v13.i07.p14

Abstract

Penelitian ini membahas merek memasarkan produk dan layanan mereka melalui konten video yang menampilkan vlogger sebagai pemimpin opini. Penelitian ini bertujuan untukmengetahui hibungan popularitas, kredibilitas dan interaksi parasosial terhadap niat beli. Data dikumpulkan dari sampel 125 subscribers vlogger Gadgetin. Data kemudian dianalisis menggunakan metode SEM berbasis PLS dengan SmartPLS 3.0. Ditemukan menunjukkan bahwa kredibilitas memiliki pengaruh yang lebih besar pada niat beli dibandingkan popularitas. Ditemukan pula bahwa interaksi parasosial secara positif dan signifikan dipengaruhi oleh kredibilitas, tetapi tidak oleh popularitas. Interaksi parasosial secara parsial memediasi pengaruh kredibilitas vlogger terhadap niat beli subscribers. Implikasi dari penelitian ini adalah vlogger harus dianggap dapat dipercaya untuk meningkatkan niat beli subscribers dengan efisien, dan perusahaan harus mengidentifikasi vlogger yang kredibel untuk menciptakan hubungan parasosial dengan subscribers, yang dapat meningkatkan niat beli produk, terutama bagi subscribers vlogger tersebut.
PERAN ELECTRONIC WORD OF MOUTH MEMEDIASI PENGARUH PROMOSI PADA MEDIA SOSIAL TERHADAP KEPUTUSAN MENYEWA KENDARAAN Gede Bagus Nando Khrisnayana Dwi Susila; Gede Bayu Rahanatha
Buletin Studi Ekonomi VOLUME.29.NO.01.TAHUN.2024
Publisher : Buletin Studi Ekonomi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24843/BSE.2024.v29.i01.p04

Abstract

Peningkatan kebutuhan akan transportasi di Indonesia pada era yang serba cepat ini menjadikan nilai guna alat transportasi semakin tinggi wajib dimiliki oleh masyarakat, namun kemampuan seseorang untuk memiliki suatu kendaraan sangatlah terbatas terutama kendaraan roda empat. Penelitian ini bertujuan untuk menguji dan menjelaskan peran electronic word of mouth memediasi pengaruh promosi pada media sosial terhadap keputusan menyewa pada perusahaan Autobagus Rent A Car. Penelitian ini dilakukan di Kota Denpasar dengan jumlah sampel yang digunakan adalah sebanyak 100 orang menggunakan teknik purposive sampling. Teknik analisis yang digunakan adalah analisis jalur dan uji sobel. Hasil penelitian menunjukkan bahwa promosi pada media sosial berpengaruh positif dan signifikan terhadap keputusan menyewa. Promosi pada media sosial berpengaruh positif dan signifikan terhadap keputusan menyewa. Electric word of mouth berpengaruh positif dan signifikan terhadap keputusan menyewa. electronic word of mouth mampu memediasi pengaruh promosi pada media sosial terhadap keputusan menyewa. Implikasi dari penelitian ini adalah promosi pada media sosial yang sangat baik mampu menyebabkan electronic word of mouth yang tinggi serta mampu memberikan pengaruh yang lebih kuat dalam meningkatkan keputusan menyewa.
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 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