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All Journal E-Journal of Tourism E-Jurnal Ekonomi dan Bisnis Universitas Udayana E-Jurnal Manajemen Universitas Udayana Jurnal Ilmiah Wahana Pendidikan Gema Wisata INTERNATIONAL JOURNAL OF ECONOMIC LITERATURE E-JURNAL AKUNTANSI Harmony Management: International Journal of Management Science and Business
Ni Made Asti Aksari
Fakultas Ekonomi Dan Bisnis Universitas Udayana
Religion Arts Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Social Sciences Other

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THE ROLE OF PRODUCT INNOVATION IN MEDIATING THE INFLUENCE OF SOCIAL MEDIA MARKETING ON BUSINESS PERFORMANCE: (Study of Silver Crafts MSMEs in Celuk Village) Kadek Karina Weda Cita; Ni Made Asti Aksari
INTERNATIONAL JOURNAL OF ECONOMIC LITERATURE Vol. 2 No. 9 (2024): September
Publisher : Adisam Publisher

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Abstract

The economy in Indonesia continues to experience growth along with advances in information technology and globalization resulting in high competitiveness in various industrial sectors. Large-scale industries and MSMEs are affected by the effects of globalization. One of the MSME sectors that is currently continuing to develop is the crafts sector. The creative economy's most labor-intensive sector, the craft sector helps to boost the earnings of those involved in the creative business. The reason of this observation is to examine how innovation for product influences social media marketing's impact on Silver Craft MSMEs' business performance in Celuk Village. This study was was conducted at the Silver Craft MSMEs in Celuk Village, with 117 MSMEs selected using a saturated sampling approach. Data have been accumulated using a method by survey through questionnaire given immediately. The data gathered was subsequently evaluated using path analysis methods. The research results shown that marketing in social media has a good impact in significantly on business performance, social media marketing has a positive and impact in significantly on innovation for product, innovation for product has a good and impact in significantly on business performance, and marketing in social media has an indirect effect on business performance through innovation for product.
THE ROLE OF GREEN SATISFACTION IN MEDIATING THE INFLUENCE OF GREEN IMAGE ON GREEN LOYALTY : (Study of Domestic Tourists Staying at Puri Wirata Dive Resort and Spa Amed) I Putu Wahyudiatmika Putra; Ni Made Asti Aksari
INTERNATIONAL JOURNAL OF ECONOMIC LITERATURE Vol. 2 No. 12 (2024): December
Publisher : Adisam Publisher

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Abstract

In a growing business world, awareness towards the importance of the environment as a major factor in marketing activities is increasing. Many businesses now not only see the environment as a social responsibility, but also as an important element in designing their marketing strategies. This phenomenon will encourage businesses to create products and services that not only benefit customers, but are also sustainable for the environment. This research was conducted at Puri Wirata Dive Resort and Spa Amed. This study looked at how green satisfaction, for domestic visitors staying at Puri Wirata Dive Resort and Spa Amed, mediates the effect of green image on green loyalty. The sample in this study were 110 respondents. Data collection was carried out by distributing questionnaires via Google form. The collected data were analyzed with classical assumption test, path analysis technique, Sobel test and VAF test. The study's findings show that, for domestic visitors staying at Puri Wirata Dive Resort and Spa Amed, green image has a positive and significant effect on green loyalty, green satisfaction has a positive and significant effect on green loyalty, and green satisfaction is able to partially mediate the effect of green image on green loyalty. The implications of this research can be used for Puri Wirata Dive Resort and Spa Amed to make policies to increase green loyalty by maximizing green image and green satisfaction.
Peran Kesadaran Merek Dalam Memediasi Pengaruh Kredibilitas Celebrity Endorser Terhadap Niat Beli akilah keilani; Ni Made Asti Aksari
Jurnal Ilmiah Wahana Pendidikan Vol 10 No 3 (2024): Jurnal Ilmiah Wahana Pendidikan
Publisher : Peneliti.net

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.5281/zenodo.10633235

Abstract

This study aims to analyze and explain the role of brand awareness in mediating the effect of celebrity endorser credibility on purchase intention at Blibli e-commerce. This research was conducted in Denpasar City with a total sample of 120 respondents. Purposive sampling method was used to determine the research sample. Data collection was carried out by distributing questionnaires as measured by 10 indicators using a Likert scale. The data analysis technique used to answer the proposed hypothesis is path analysis, Sobel test and VAF test. The results showed that the credibility of the celebrity endorser had a positive and significant effect on purchase intention on Blibli e-commerce, brand awareness had a positive and significant effect on purchase intention on Blibli e-commerce, and brand awareness played a partial role in mediating the variable of celebrity endorser credibility on purchase intention. The conclusion of this research in general proves that brand awareness makes a significant contribution to e-commerce that uses the services of celebrities to advertise products that are marketed with the aim of increasing consumer desire to buy. The implications of this study prove that celebrity endorser credibility and high brand awareness will encourage the intention of potential consumers to make purchases.
PERAN BRAND IMAGE MEMEDIASI PENGARUH COUNTRY OF ORIGIN TERHADAP PURCHASE INTENTION PRODUK MEREK WARDAH Putu Dian Pradnyasari; Ni Made Asti Aksari
E-Jurnal Ekonomi dan Bisnis Universitas Udayana VOLUME.13.NO.09.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.i09.p14

Abstract

Pertumbuhan industri kosmetik di Indonesia terjadi akibat adanya perubahan pada gaya hidup masyarakat. Penelitian ini bertujuan untuk menguji peran brand image dalam memediasi pengaruh country of origin terhadap purchase intention pada produk merek Wardah. Data dikumpulkan menggunakan kuesioner yang diisi oleh 120 responden di Denpasar, Bali dan dianalisis menggunakan analisis jalur (path analysis). Hasil dari penelitian ini menujukkan bahwa country of origin berpengaruh positif dan signifikan terhadap brand image dan purchase intention, dan purchase intention secara positif dipengaruhi oleh brand image. Selain itu, ditemukan bahwa country of origin dan purchase intention secara parsial dimediasi oleh brand image. Implikasi dari penelitian ini adalah jika konsumen memiliki persepsi yang baik terhadap asal negara sebuah produk, maka akan menimbulkan citra merek yang baik yang selanjutnya akan memengaruhi niat beli konsumen terhadap produk tersebut.
PERAN KESADARAN MEREK DALAM MEMEDIASI PENGARUH KREDIBILITAS CELEBRITY ENDORSER TERHADAP NIAT BELI Akilah Keilani; Ni Made Asti Aksari
E-Jurnal Manajemen Vol 13 No 10 (2024)
Publisher : Program Studi Manajemen Fakultas Ekonomi dan Bisnis Universitas Udayana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24843/EJMUNUD.2024.v13.i10.p03

Abstract

Penelitian ini bertujuan untuk menganalisis dan menjelaskan peran kesadaran merek dalam memediasi pengaruh kredibilitas celebrity endorser terhadap niat beli pada e-commerce Blibli. Penelitian ini dilakukan di Kota Denpasar dengan jumlah sampel sebanyak 120 responden. Metode yang digunakan dalam penentuan sampel menggunakan purposive sampling. Pengumpulan data dilakukan dengan penyebaran kuisioner yang diukur dengan 10 indikator menggunakan skala likert. Teknik analisis data yang digunakan untuk menjawab hipotesis yang diajukan adalah analisis jalur, uji sobel dan uji VAF. Hasil penelitian menunjukkan bahwa kredibilitas celebrity endorser berpengaruh positif dan signifikan terhadap niat beli pada e-commerce Blibli, kesadaran merek berpengaruh positif dan signifikan terhadap niat beli pada e-commerce Blibli, dan kesadaran merek mampu memediasi secara parsial pengaruh kredibilitas celebrity endorser terhadap niat beli. Kesimpulan dari penelitian ini secara umum membuktikan bahwa kesadaran merek memberi kontribusi yang signifikan terhadap e-commerce yang menggunakan jasa celebrity untuk mengiklankan produk yang dipasarkan dengan tujuan meningkatkan keinginan konsumen untuk membeli. Implikasi dalam penelitian ini membuktikan bahwa kredibilitas celebrity endorser dan kesadaran merek yang tinggi akan mendorong niat calon konsumen untuk melakukan pembelian. This study aims to analyze and explain the role of brand awareness in mediating the effect of celebrity endorser credibility on purchase intention at Blibli e-commerce. This research was conducted in Denpasar City with a total sample of 120 respondents. Purposive sampling method was used to determine the research sample. Data collection was carried out by distributing questionnaires as measured by 10 indicators using a Likert scale. The data analysis technique used to answer the proposed hypothesis is path analysis, Sobel test and VAF test. The results showed that the credibility of the celebrity endorser had a positive and significant effect on purchase intention on Blibli e-commerce, brand awareness had a positive and significant effect on purchase intention on Blibli e-commerce, and brand awareness played a partial role in mediating the variable of celebrity endorser credibility on purchase intention. The conclusion of this research in general proves that brand awareness makes a significant contribution to e-commerce that uses the services of celebrities to advertise products that are marketed with the aim of increasing consumer desire to buy. The implications of this study prove that celebrity endorser credibility and high brand awareness will encourage the intention of potential consumers to make purchases.
Peran Persepsi Dalam Memediasi Pengaruh Marketing Mix pada Niat Beli Wisatawan di Bali Zoo Ni Nyoman Rsi Respati; Ni Made Asti Aksari
E-Jurnal Akuntansi Vol 29 No 2 (2019)
Publisher : Accounting Department, Economic and Business Faculty of Universitas Udayana in collaboration with the Association of Accounting Department of Indonesia, Bali Region

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24843/EJA.2019.v29.i02.p16

Abstract

This study aims to determine the role of perception in mediating the effect of marketing mix on purchase intention. It is important for business people whom engaged in the tourism industry to offering the right product. This research is located at Bali Zoo Gianyar,Bali. The population were foreign and domestic tourists who visited Bali Zoo. From the sampling process, 200 respondents completed the questionnaire completely. The sampling technique used was random sampling method. This study uses path analysis techniques to find the direct and indirect effects of independent variables on the dependent variable. To obtain data and measure research indicators using a questionnaire instrument and measured by a Likert scale. The result of this study shows that perception plays an important role in influencing purchase intention. Marketing mix and perception become factors influences purchase intention. This needs to be taken into account by the management of Bali Zoo. Keywords : Marketing Mix; Perception; Purchase Intention.
PERAN KEPUASAN PELANGGAN MEMEDIASI PENGARUH KUALITAS PELAYANAN TERHADAP LOYALITAS PELANGGAN I Made Satya Yoga Dharma; Ni Made Asti Aksari
E-Jurnal Manajemen Vol 12 No 12 (2023)
Publisher : Program Studi Manajemen Fakultas Ekonomi dan Bisnis Universitas Udayana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24843/EJMUNUD.2023.v12.i12.p01

Abstract

Tujuan penelitian ini adalah untuk menguji dan menjelaskan peran kepuasan pelanggan dalam memediasi pengaruh kualitas pelayanan terhadap loyalitas pelanggan. Penelitian ini dilakukan di wilayah kerja CV Sejuk Bali Nirmala. Metode yang digunakan dalam penentuan sampel adalah probability sampling dengan penentuan sampling jenuh sejumlah 110 responden. Pengumpulan data dilakukan dengan menggunakan kuesioner. Teknik analisis data yang digunakan untuk menjawab hipotesis yang diajukan adalah analisis jalur dan pengujian mediasi menggunakan uji sobel. Berdasarkan hasil analisis maka dapat disimpulkan bahwa kualitas pelayanan berpengaruh positif dan signifikan terhadap kepuasan pelanggan dan loyalitas pelanggan, kepuasan pelanggan berpengaruh positif dan signifikan terhadap loyalitas pelanggan, dan kepuasan pelanggan mampu memediasi kualitas pelayanan terhadap loyalitas pelanggan. CV Sejuk Bali Nirmala diharapkan dapat memprioritaskan kenyamanan pelanggan, membekali karyawan tentang bagaimana cara melayani pelanggan serta melakukan evaluasi terhadap kinerja karyawan. Secara teoritis penelitian ini memberikan pemahaman bahwa tinggi rendahnya kualitas pelayanan dan kepuasan pelanggan memberikan kontribusi khusus terhadap loyalitas pelanggan. The purpose of this study was to examine and explain the role of customer satisfaction in mediating the effect of service quality on customer loyalty. This research was conducted in the work area of CV Sejuk Bali Nirmala. The method used in determining the sample is probability sampling with a saturated sampling determination of 110 respondents. Data collection was carried out using a questionnaire. The data analysis technique used to answer the proposed hypothesis is path analysis and mediation testing using the Sobel test. Based on the results of the analysis, it can be concluded that service quality has a positive and significant effect on customer satisfaction and customer loyalty, customer satisfaction has a positive and significant effect on customer loyalty, and customer satisfaction is able to mediate service quality on customer loyalty. CV Sejuk Bali Nirmala is expected to prioritize customer convenience, equip employees on how to serve customers and evaluate employee performance. Theoretically, this study provides an understanding that the level of service quality and customer satisfaction makes a special contribution to customer loyalty.
The Role of Fear of Missing Out in Mediating the Effect of Social Media Addiction on Impulse Buying in Fashion Products I Gusti Ngurah Anom Mahaputra; Ni Made Asti Aksari
Harmony Management: International Journal of Management Science and Business Vol. 2 No. 3 (2025): International Journal of Management Science and Business
Publisher : International Forum of Researchers and Lecturers

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70062/harmonymanagement.v2i3.381

Abstract

The development of digital technology and the massive penetration of social media have transformed consumption patterns, particularly among younger generations. Excessive use of social media may lead to addictive behavior, which has the potential to trigger psychological anxiety such as fear of missing out, and ultimately encourage impulse buying behavior. Denpasar City, as a center of urbanization and consumption in Bali, serves as an appropriate location to examine this phenomenon, as its community tends to be consumptive and highly active in social media use. The purpose of this study is to explain the role of fear of missing out in mediating the effect of social media addiction on impulse buying. This study employs Uses and Gratifications (U&G) theory as the theoretical foundation, with a sample of 130 respondents selected using purposive sampling. Data collection was conducted through a questionnaire method. The study applied descriptive and inferential techniques, including Path Analysis, Classical Assumption Test, and Sobel Test. The findings reveal that fear of missing out mediates the effect of social media addiction on impulse buying. This study strengthens the understanding that social media not only influences social interaction but also shapes impulsive consumption behavior as a result of psychological pressure and exposure to digital content.
Co-Authors AA Gd Agung Rahma Putra Akilah Keilani akilah keilani Anak Agung Ayu Ratna Maheswari Carissa Lorens Marchia Raharja Gede Mas Sahasra Kirana Bhuwana Mandala Wijaya I Gusti Ngurah Anom Mahaputra I Komang Gde Bendesa I Made Dandy Adi Pradana I Made Satya Yoga Dharma I Putu Wahyudiatmika Putra I Putu Widya Artana Ida Bagus Putu Asdhi Setiawan Kadek Ayu Arisma Dewi Kadek Karina Weda Cita Made Fajar Fernando Made Pramana Putra Ni Ketut Eugenia Shara Devi Ni Made Aprilia Dea Cahyani Ni Made Puspa Dewi Ni Nyoman Rsi Respati Ni Putu Indah Pradnyaswari Nia Anjani Putu Angga Agusta Bimartha Putu Dian Pradnyasari Sabar Robintang Saragih Satya Pariana Buditama Yohan Hardy Chandra