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All Journal Mimbar Administrasi International Journal of Economics, Management and Accounting Digital Innovation : International Journal Of Management Global Management: International Journal of Management Science and Entrepreneurship E-Jurnal Manajemen
Ni Made Wulandari Kusumadewi
Fakultas Ekonomi Dan Bisnis, Universitas Udayana
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Environmental Science Social Sciences Other

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Pengaruh Brand image dan Nutrition label terhadap Keputusan Pembelian dengan Gaya Hidup Sehat Sebagai Variabel Moderasi Gusti Ayu Sinta Jelantik; Ni Made Wulandari Kusumadewi
MIMBAR ADMINISTRASI FISIP UNTAG Semarang Vol. 21 No. 1 (2024): April : Jurnal MIMBAR ADMINISTRASI
Publisher : Universitas 17 Agustus 1945

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56444/mia.v21i1.1502

Abstract

Consumer purchasing decisions are one of the most crucial aspects for companies, because purchasing decisions can affect revenue, business growth, reputation, competition in the market, operational efficiency, product innovation, and customer loyalty. There are several factors that influence purchasing decisions, including brand image and nutrition label. This study aims to examine the effect of brand image and nutrition label on purchasing decisions with a healthy lifestyle as a moderating variable. The sample used in this study was 100 respondents. The sampling method used in this study was purposive sampling method. Data collection was carried out through distributing questionnaires online via google form and offline distribution where respondents received and answered on a questionnaire sheet. The data analysis technique used in this research is Moderated Regression Analysis. The results of this study indicate that brand image and nutrition label partially have a significant effect on Fitbar purchasing decisions in Denpasar City. Then, healthy lifestyle moderates brand image and nutrition label partially on Fitbar purchasing decisions in Denpasar City.
The Role of Brand Image in Mediating The Influence of Online Customer Reviews on Purchasing Decisions (Study of Tokopedia Users in Denpasar City) I Putu Bagus Dharma Surya Nanda; Ni Made Wulandari Kusumadewi
International Journal of Economics, Management and Accounting Vol. 2 No. 2 (2025): International Journal of Economics, Management and Accounting
Publisher : Asosiasi Riset Ekonomi dan Akuntansi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61132/ijema.v2i2.585

Abstract

Marketplace or E-commerce is an internet-based online media as a place to conduct business activities and transactions between buyers and sellers. In the marketplace or e-commerce, buyers can search for as many suppliers as possible with the desired criteria so that they get the appropriate market price. Tokopedia is a marketplace based in Indonesia. The purpose of this study is to explain the role of brand image in mediating the influence of online customer reviews on purchasing decisions. This study was conducted in Denpasar City with a sample of 100 respondents using the non-probability sampling method with the purposive sampling technique. The data analysis technique used is the inferential analysis technique including confirmatory factor analysis (CFA), path analysis, Sobel test and VAF test. The results of this study indicate that online customer reviews have a positive and significant effect on purchasing decisions. Online customer reviews have a positive and significant effect on brand image. Brand image has a positive and significant effect on purchasing decisions. Brand image partially mediates the influence of online customer reviews on purchasing decisions for Tokopedia users in Denpasar City. The implications of this study can be used as consideration and input for Tokopedia in improving consumer purchasing decisions by considering the variables of online customer reviews and brand image.
The Influence of Store Atmosphere, Service Quality, WOM, and Price Perception on Purchase Decisions of Balinese Traditional Attire : A Study on Consumers of Cahya Busana, Canggu Branch Ni Kadek Jesika Noviana Agustin; Ni Made Wulandari Kusumadewi
Digital Innovation : International Journal of Management Vol. 2 No. 3 (2025): Digital Innovation : International Journal of Management
Publisher : Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61132/digitalinnovation.v2i3.468

Abstract

This study examines the influence of store atmosphere, service quality, word of mouth (WOM), and price perception on consumer purchasing decisions at Cahya Busana's Canggu branch, a local Balinese MSME specializing in high-quality traditional Balinese clothing for men, women, and children. With an increasing demand for traditional attire, understanding the factors that influence consumer decisions is vital for business growth. The study targeted consumers who had purchased traditional clothing at the Canggu branch, using non-probability sampling to select 110 respondents. The data analysis was conducted through multiple linear regression, assisted by SPSS software, to evaluate the relationship between the independent variables (store atmosphere, service quality, WOM, and price perception) and the dependent variable (consumer purchase decisions). The findings indicate that all four factors—store atmosphere, service quality, WOM, and price perception—positively and significantly impact consumers’ purchasing decisions. Specifically, a pleasant store atmosphere, high-quality service, positive word-of-mouth recommendations, and favorable price perception were found to enhance consumers' likelihood of purchasing traditional Balinese clothing. The results suggest that MSMEs, particularly in the traditional clothing sector, can leverage these factors to boost consumer confidence and drive sales. This study contributes valuable insights for businesses aiming to improve their purchasing processes by focusing on these key variables to increase consumer satisfaction and decision-making. By understanding these influences, Cahya Busana and similar businesses can optimize their strategies to attract and retain customers, ultimately improving their market position.
Analysis Of the Effect of Brand Image, Packaging, And Digital Marketing on Purchase Decision I Kadek Jati Negara; Ni Made Wulandari Kusumadewi
Global Management: International Journal of Management Science and Entrepreneurship Vol. 2 No. 4 (2025): November: International Journal of Management Science and Entrepreneurship
Publisher : International Forum of Researchers and Lecturers

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70062/globalmanagement.v2i4.408

Abstract

This study aims to analyze the effect of brand image, packaging, and digital marketing on consumer purchasing decisions for the Loloh Cem-cem Ibu Kunil product in Penglipuran Tourism Village, Bangli Regency. The background of this research is based on the phenomenon of increasing competition among MSMEs and the importance of effective marketing strategies to enhance purchasing decisions. This study employs a quantitative approach with an associative research type. The research population consists of consumers of Loloh Cem-cem Ibu Kunil, with a total sample of 160 respondents obtained through purposive sampling techniques. Data were collected using questionnaires, while data analysis was conducted through multiple linear regression. The results show that brand image, packaging, and digital marketing have a positive and significant effect on purchasing decisions. Partially, brand image has the most dominant effect compared to the other variables, followed by packaging and digital marketing. Simultaneously, the three independent variables explain the variation in purchasing decisions with a coefficient of determination (R²) value of 34.2 percent. These findings emphasize the importance of strengthening brand image, optimizing packaging design, and utilizing digital marketing strategies to enhance consumer purchasing decisions, particularly for local traditional beverage products.
PERAN KEPERCAYAAN DALAM MEMEDIASI PENGARUH LIVE STREAMING TERHADAP KEPUTUSAN PEMBELIAN I Kadek Dwi Prasmana; Gede Bayu Rahanatha; Ni Made Wulandari Kusumadewi; I Gusti Ayu Ketut Giantari
E-Jurnal Manajemen Vol. 15 No. 2 (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.i2.p07

Abstract

Perkembangan teknologi digital telah mendorong pergeseran perilaku konsumen dari belanja konvensional ke e-commerce, dengan produk fashion sebagai kategori paling banyak dibeli secara online. Shopee, sebagai salah satu e-commerce terbesar di Indonesia, memanfaatkan fitur live streaming untuk meningkatkan keterlibatan konsumen, termasuk oleh Aerostreet sebagai brand lokal. Penelitian ini bertujuan menjelaskan peran kepercayaan dalam memediasi pengaruh live streaming terhadap keputusan pembelian produk fashion Aerostreet di Kota Denpasar. Metode penelitian menggunakan pendekatan kuantitatif dengan survei terhadap 100 responden melalui teknik purposive sampling. Analisis data dilakukan dengan metode SEM-PLS. Hasil menunjukkan bahwa live streaming tidak berpengaruh langsung terhadap keputusan pembelian, namun berpengaruh signifikan terhadap kepercayaan konsumen. Kepercayaan terbukti memengaruhi keputusan pembelian dan memediasi hubungan tersebut secara penuh. Implikasi penelitian ini menunjukkan bahwa meskipun live streaming belum berpengaruh langsung terhadap keputusan pembelian, strategi ini tetap perlu dijalankan sebagai bagian dari pemasaran digital. Fokus utamanya harus diarahkan pada peningkatan kualitas interaksi, penyampaian informasi produk yang jujur dan meyakinkan, serta pembentukan kepercayaan konsumen agar dapat mendorong keputusan pembelian secara lebih efektif.   The advancement of digital technology has driven a shift in consumer behavior from conventional shopping to e-commerce, with fashion products being the most frequently purchased category online. Shopee, as one of the largest e-commerce platforms in Indonesia, utilizes live streaming to enhance consumer engagement, including by Aerostreet as a local fashion brand. This study aims to explain the role of trust in mediating the influence of live streaming on purchasing decisions of Aerostreet fashion products in Denpasar City. A quantitative approach was employed through a survey of 100 respondents using purposive sampling. Data analysis was conducted using the Structural Equation Model – Partial Least Squares (SEM-PLS) method. The results indicate that live streaming does not directly affect purchasing decisions but has a significant influence on consumer trust. Trust was found to have a positive and significant impact on purchasing decisions and fully mediates the relationship between live streaming and purchasing behavior. The study implies that while live streaming may not directly drive purchasing decisions, it should still be maintained as a digital marketing strategy, focusing on enhancing interaction quality, delivering credible product information, and fostering consumer trust to more effectively influence purchasing decisions.
Co-Authors A A Bagus Jambe Negara Alda Dityani Alit Suryani Bayu Putra Prayoga Dewa Ayu Rara Damayanti Diah Suci Rahayu Dwi Mahatma Dhinata Gede Bayu Rahanatha Gusti Ayu Sinta Jelantik Gusti Putu Gari Swara I Gusti Ayu Ketut Giantari I Kadek Darmana Yasa I Kadek Dwi Prasmana I Kadek Jati Negara I Ketut Paduary Karmanta I Komang Feri Ardiawan I Putu Bagus Dharma Surya Nanda I PUTU OKA WIDHIANTARA I. B Panca Putra P Ida Bagus Gede Bhasmara Putra Jeremy Roy Agutin Ndoen Kadek Ery Satya Pranandha Kadek Martika Puspita Sari kadek yogi asmara Lidya Ratna Sari Made Purwa Aditya Muhammad Roni Pratama Ni Kadek Jesika Noviana Agustin Ni Ketut Pertiwi Satwika Ni Luh Dian Yolandari Ni Putu Heppy Nilasari Ni Putu Jessica Maharani Putri Ni Wayan Wina Premayani, Ni Wayan Wina Putu Gde Krisnandadifa Dharma P Ratna Sari Dewi Regata . Tjok Istri Putri Kinara Pemayun Vincentius Gentha Maheza