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All Journal E-Jurnal Manajemen Universitas Udayana International Journal of Management Research and Economics INTERNATIONAL JOURNAL OF ECONOMIC LITERATURE
I Gede Nandya Oktora P
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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MENGOPTIMALKAN KOMUNITAS MEREK: ANTESEDEN DAN KONSEKUENSI DARI IKATAN PELANGGAN I Gede Nandya Oktora P
E-Jurnal Manajemen Vol 9 No 7 (2020)
Publisher : Program Studi Manajemen Fakultas Ekonomi dan Bisnis Universitas Udayana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24843/EJMUNUD.2020.v09.i07.p14

Abstract

Penelitian ini secara empiris mengkaji faktor-faktor kritis dalam pengelolaan komunitas merek dengan menggunakan pendekatan kualitatif. Pendekatan tersebut relevan dengan tujuan penelitian yakni untuk menganalisis cara mengoptimalkan komunitas merek dengan menelaah secara mendalam Critical Success Factors (CSF) komunitas merek Harley-Davidson di Indonesia. Responden yang diambil merupakan tokoh–tokoh kunci di komunitas merek Harley-Davidson yang memiliki kontribusi di komunitas. Pengambilan data dilakukan melalui wawancara (in depth interview) dengan pertanyaan semi terstruktur untuk mendapatkan data mengenai Critical Success Factors (CSF) dari komunitas merek Harley-Davidson di Indonesia. Konsistensi data diuji dengan menggunakan metode triangulasi sumber untuk menganalisis validitas dan sekaligus memperkaya data. Berdasarkan hasil penelitian ini ditemukan bahwa bahwa kelima Critical Success Factors (CSF) yang diteliti mendukung kesuksesan implementasi strategi komunitas merek Harley Davidson di Indonesia. Adapun kelima Critical Success Factors (CSF) tersebut yaitu ikatan dengan merek, faktor sosial, faktor fungsional, faktor hiburan, dan faktor ekonomi. Menariknya terdapat dua faktor pendukung yang mempengaruhi efektivitas dari strategi komunitas merek yakni produk dan pelanggan. Kata Kunci : Critical Success Factors (CSF), komunitas merek, loyalitas
THE EFFECT OF USING SHOPEE PAYLATER ON IMPULSE BUYING WITH HEDONIC VALUE AS A MEDIATION VARIABLE Eni Setiawati; I Gede Nandya Oktora P
INTERNATIONAL JOURNAL OF ECONOMIC LITERATURE Vol. 2 No. 12 (2024): December
Publisher : Adisam Publisher

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Abstract

Paylater is a type of electronic credit payment that makes it easier for consumers to make payments when shopping. The convenience of the payment system is one of the supporting factors for the development of e-commerce and impulse buying. Shopee is an application that provides a paylater feature as a payment system. This research aims to explain the influence of using Shopee paylater on impulse buying which is mediated by hedonic values ​​in Generation Z people who use Shopee. This research was conducted in Denpasar City with a total sample of 120 respondents using a questionnaire tool. The sample was determined using a non-probability sampling model with purpose sampling technique. The data analysis techniques used are the classic assumption test, path analysis using SPSS for Windows tools, the Sobel test and the VAF test. The results of the analysis show that all hypotheses are accepted. Using Shopee Paylater has a positive and significant effect on impulse buying, using Shopee Paylater has a positive and significant effect on hedonic value, hedonic value has a positive and significant effect on impulse buying, and hedonic value is able to partially mediate the influence of using Shopee Paylater on impulse buying.
The Influence of Green Products on Green Repurchase Intention Through Green Advertising Nyoman Mutiara Pradnyani; I Gede Nandya Oktora P
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.v2i4.2222

Abstract

Starbucks as a coffee shop retail company implements green products by launching several initiatives to reduce the environmental impact by using tumblrs and straws made of paper as well as carrying out green advertising.to increase public awareness of caring for environmental sustainability. This research aims to analyze the influence of green products on green repurchase intention through green advertising. The number of samples used was 100 people. The research method used is quantitative. The data analysis techniques used in this research are Validity Test, Reliability Test, Classical Assumption Test, Path Analysis, Sobel Test and VAF Test. From the research results it can be seen that green products have a positive and significant effect on repurchase intention, green products have a positive and significant effect on green advertising, green advertising has a positive and significant effect on repurchase intention and green advertising is able to mediate the influence of green products on repurchase intention. The results of this research can contribute to Starbucks Badung Regency by providing environmentally friendly information or logos on each product offered to consumers. In making advertisements, always add environmentally friendly elements, offering environmentally friendly products of good quality.
Co-Authors Eni Setiawati Nyoman Mutiara Pradnyani