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All Journal KARMAPATI (Kumpulan Artikel Mahasiswa Pendidikan Teknik Informatika) ISSN: 2252-9063 Jurnal Review Pendidikan dan Pengajaran (JRPP) Inobis: Jurnal Inovasi Bisnis dan Manajemen Indonesia Journal Of Business, Finance, and Economics (JBFE) Jurnal Ekonomi dan Bisnis Digital (MINISTAL) Gema Wisata International Journal of Management Research and Economics Journal of Clinical Pharmacy and Pharmaceutical Science International Journal of Management, Accounting & Finance Ulil Albab E-Jurnal Manajemen
I Wayan Santika
Universitas Udayana
Religion Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Medicine & Pharmacology Social Sciences Other

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Peran Digital Marketing Memediasi Pengaruh Orientasi Pasar terhadap Kinerja Pemasaran UMKM Busana Adat Bali Putu Intan Astarani; I Wayan Santika; I Gde Ketut Warmika; Satria Pramudana
Journal Of Business, Finance, and Economics (JBFE) Vol 6 No 1 (2025): Juni : Journal Of Business, Finance, and Economics (JBFE)
Publisher : Universitas Veteran Bangun Nusantara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32585/jbfe.v6i1.6674

Abstract

MSMEs in Balinese traditional clothing are starting to develop rapidly, which can be seen from the growth of the Balinese traditional clothing business. This research aims to test and analyse the role of digital marketing mediates the impact of market orientation on marketing performance. This research was conducted in Tabanan Regency, Bali Province. Tabanan Regency, Bali Province. The population in this research were traders who sold Balinese traditional clothing products in Tabanan Regency, Bali Province. The sampling method used in this research is non-probability sampling with purposive sampling technique. sampling with purposive sampling technique. The number of samples determined in this research were 100 respondents. Data were collected through questionnaires and analysed using path analysis, classical assumption test, and sobel test. The results of this research indicate that digital marketing is a partial mediating variable of the influence between market orientation on the marketing performance of MSMEs of Balinese Traditional Clothing. This can be used for other MSME management to make policies in paying attention to or increasing market orientation so that it will increase digital marketing performance. increasing market orientation so that it will increase digital marketing, with increasing digital marketing it will improve marketing performance.
PERAN BRAND AWARENESS DALAM MEMEDIASI PENGARUH SOCIAL MEDIA MARKETING TERHADAP PURCHASE INTENTION I Kadek Wisnu Anggara Putra; I Wayan Santika
E-Jurnal Manajemen Vol. 15 No. 5 (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.i5.p04

Abstract

Perkembangan ekspor kopi Indonesia yang mencapai 283,3 juta dolar AS mencerminkan potensi besar industri kopi nasional. Hal ini sejalan dengan pertumbuhan industri kopi di Provinsi Bali, yang tercermin dari peningkatan produksi kopi Arabika dari 3.644 ton pada tahun 2023 menjadi 3.786 ton pada tahun 2024 (BPS, 2024). Kenaikan ini turut mendorong menjamurnya kedai kopi lokal di berbagai daerah, termasuk Kota Denpasar. Salah satu kedai tersebut adalah “Tukang Kopi” yang menghadapi tantangan dalam mengoptimalkan strategi pemasarannya di tengah persaingan yang ketat. Penelitian ini bertujuan untuk menguji peran brand awareness dalam memediasi pengaruh social media marketing terhadap purchase intention pada konsumen Tukang Kopi di Kota Denpasar. Metode yang digunakan adalah pendekatan kuantitatif dengan 100 responden yang dipilih melalui teknik purposive sampling. Data dikumpulkan melalui kuesioner online dan offline, kemudian dianalisis menggunakan path analysis melalui SPSS 25.0. Hasil penelitian menunjukkan bahwa seluruh hipotesis diterima. Social media marketing berpengaruh positif dan signifikan terhadap purchase intention, serta terhadap brand awareness, yang selanjutnya juga berpengaruh terhadap purchase intention. Brand awareness juga terbukti memediasi secara parsial hubungan antara social media marketing dan purchase intention. Temuan ini memberikan implikasi strategis bagi manajemen Tukang Kopi untuk mengoptimalkan social media dalam membangun brand awareness guna meningkatkan niat beli konsumen.   The export value of Indonesian coffee reached USD 283.3 million, marking a 20 percent increase from the previous period (Ministry of Trade, 2024). This growth is also reflected regionally, particularly in Bali. According to the Central Bureau of Statistics, coffee production in Bali increased from 3,644 tons in 2023 to 3,786 tons in 2024. This upward trend has driven the proliferation of local coffee shops, including “Tukang Kopi” in Denpasar City, which faces challenges in optimizing marketing strategies amid rising competition. This study aims to examine the mediating role of brand awareness in the relationship between social media marketing and purchase intention among Tukang Kopi consumers. A quantitative approach was employed using a sample of 100 respondents selected through purposive sampling. Data were collected through online and offline questionnaires and analyzed using path analysis with SPSS 25.0. The findings reveal that all hypotheses are supported. Social media marketing has a positive and significant effect on both purchase intention and brand awareness. Brand awareness also significantly influences purchase intention and partially mediates the relationship between social media marketing and purchase intention. These results imply that strengthening social media marketing strategies can effectively build brand awareness and, consequently, increase consumers’ purchase intention.
Co-Authors Agung Wulan Prabandari Agus Satria Pramudana Alit Suryani Bagas Dwi Arissaputra Bachtiar Bahy Reazizu Bayu Rahanatha Cokorda Gde Cahaya Putra Trisnu Daniel I Nyoman Renatha Cardia Dety Mulyanti Diah Arika Dzara Ivoni Erri Nugraha Deri Febri Rusadi Gusti Agung Narendra Iswara I Gede Bagus Dwijaya Dharmanatha I Gst Ayu Kt Giantari I Gst Ayu Kt. Giantari I Gusti Ayu Ketut Giantari I Kadek Adjus Surya Dharma I Kadek Bramantya Abdy Pangestu I Kadek Wisnu Anggara Putra I Ketut Alex Mahardika I Komang Vikky Aditya Karuniawan I Made Ari Santikayasa I Made Rendy Wicaksana I Putu Agus Purnama Adi Putra I Putu Agus Wenta Pharamadita I Putu Agus Wenta Pharamadita I Putu Gde Sukaatmadja I Putu Gede Darma Putra I Putu Wira Murti I Putu Yogi Arta Wiguna I Wayan Hendrayana I Wayan Pedi Suardita Ida Bagus Gede Ari Suyoga Ida Bagus Rai Keniten Adnyana Kadek Budiharta Ketut Wahyu Tamaja Ketut Warmika, I Gede Komang Agus Satria Pramudana Krisana, Putu Rita Efata Kt Irma Saraswatiwulandari Made Andi Kusuma Made Santika Putra Maki, Gyshella Eunike Mila Mila Muduartha Bella Fransisca Ni Komang Lestya Sari Ni Luh Gede Kintan Pratiwi Ni Made Arie Ismayanti Ni Nyoman Kerti Yasa Ni Nyoman Rsi Respati Nicholas Gregory Wendy Novia Indah Dewanti Putu Devi Sandra Dewi Putu Diah Saraswati Putu Intan Astarani Rasyid Ahmad Yoher Rizky Aditya Maharany Satria Pramudana Wayan Dede Arya Pramanaputra