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All Journal EKONOMIKA45 International Journal of Management Research and Economics INTERNATIONAL JOURNAL OF ECONOMIC LITERATURE
I Made Jatra
Fakultas Ekonomi Dan Bisnis Universitas Udayana, Bali, Indonesia
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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THE INFLUENCE OF DIGITAL MARKETING, ELECTRONIC WORD OF MOUTH (E-WOM) AND PRICING ON PURCHASING DECISIONS: (Study of Tokopedia Consumers in Denpasar City) Dico Rizky Izulhaq; I Made Jatra
INTERNATIONAL JOURNAL OF ECONOMIC LITERATURE Vol. 2 No. 9 (2024): September
Publisher : Adisam Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

Purchasing decisions are a series of processes that start with customers identifying a problem, looking for information regarding a particular brand or product, and evaluating the brand or product to see how well existing alternatives can solve the problem. There are several factors that influence purchasing decisions, including digital marketing, Electronic Word of Mouth (E-WOM) and price. This research aims to explain the influence of digital marketing, E-WOM and price on purchasing decisions simultaneously or partially. The population in this research is all Tokopedia E-commerce consumers in Denpasar City, the exact number of which is not known. The number of samples used in this research was 112 respondents. The sampling method used in this research is a non-probability sampling method with a purposive sampling technique. Data collection was carried out by distributing questionnaires online via Google Form. The data analysis technique used in this research is multiple linear regression analysis with the help of the SPSS 26 application. The results of this research show that digital marketing has a positive and significant effect on purchasing decisions, E-WOM has a positive and significant effect on purchasing decisions and price has a positive effect. positive and significant on purchasing decisions. The theoretical implications of this research provide support for consumer behavior theory and expand empirical knowledge regarding digital marketing, E-WOM, prices and purchasing decisions. Practically, it is hoped that Tokopedia will provide consideration regarding the importance of online marketing systems, E-WOM and prices in Tokopedia's marketing strategy to improve consumer purchasing decisions.
Pengaruh Social Media Marketing terhadap Repurchase Intention dengan Brand Image Sebagai Mediasi Gusti Ayu Agung Wulan Pramestya Putri; I Made Jatra
EKONOMIKA45 :  Jurnal Ilmiah Manajemen, Ekonomi Bisnis, Kewirausahaan Vol. 11 No. 2 (2024): Juni : Jurnal Ilmiah Manajemen, Ekonomi Bisnis, Kewirausahaan
Publisher : Fakultas Ekonomi Universitas 45 Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30640/ekonomika45.v11i2.2402

Abstract

One of the most demanded categories of cosmetic products is lip cosmetics. However, competition in this industry is getting tougher with the entry of various new companies that offer a variety of products so that the preferences of consumers will continue to change. One of the prominent lip cosmetic companies is the Revlon brand, with its flagship product, the Revlon SuperLustrous Lipstick, which managed to dominate the market and become iconic among Indonesian consumers, but in recent years Revlon lipsticks have experienced fluctuations that tend to decrease on the Top Brand Index and experience a decline in sales in Denpasar City. This study aims to analyze the influence of social media marketing on repurchase intention with brand image as mediation for customers of Revlon lipstick products. This research is a research that uses a quantitative approach in the form of causal associatives. Sugiyono (2019: 65). Based on the results of research analysis, it was found that social media marketing has a positive and significant effect on repurchase intention, social media marketing has a positive and significant effect on brand image, brand image has a positive and significant effect on repurchase intention, and brand image is able to mediate the influence of social media marketing on repurchase intention. Next, brand image partially mediates social media marketing against repurchase intention.
The Influence of Electronic Word of Mouth on Purchase Intention Mediated by Brand Image (A Study on Avoskin Product Consumers in Shopee E-Commerce of Denpasar City) Dimas Rizal Saputra; I Made Jatra
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.v2i4.2360

Abstract

The aim of this research is to determine Electronic Word of Mouth on Brand Image-mediated purchase intentions among Shopee E-commerce consumers in Denpasar City. The methodology in this research is associative research. The sampling technique used in this research was non-probability sampling, purposive sampling with a sample size of 100 respondents. The data analysis technique used is descriptive analysis and Structural Equation Modeling (SEM) based on Partial Least Square (PLS). The results of this research suggest (1) Electronic Word of Mouth has a positive and significant effect on purchase intention, (2) Electronic Word of Mouth has a positive and significant effect on Brand Image, (3) Brand Image has a positive and significant effect on purchase intention (4) Electronic Word of Mouth has a positive and significant influence on purchase intention which is mediated by Brand Image.
The Influence of Taste, Service Quality, and Business Location on Customer Satisfaction at Warung Wardani in Denpasar City Anak Agung Putu Dicha Widnyana Putra; I Made Jatra
International Journal of Management Research and Economics Vol. 3 No. 1 (2025): February : 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.v3i1.2921

Abstract

Customer Satisfaction is a feeling that arises from the comparison between the performance of a product or service with the expectations held by the customer. When customers are satisfied with the taste, quality of service, and location of the business, customer satisfaction can be increased. This study aims to determine the effect of taste, quality of service, and location of the business on customer satisfaction at Warung Wardani in Denpasar City. The location of this study was at Warung Wardani at Jalan Yudistiran No. 2. The method chosen for gathering data was a questionnaire.The subjectssurveyed were clients who had frequented Warung Wardani, with a total of 112 individuals participating. The techniques employed for data analysis included Descriptive Statistical Analysis, Data Instrument Testing, Classical Assumptions, Multiple Linear Regression, along with t, F, Determination, and Beta Coefficient evaluations. The findings revealed that taste significantly and positively influences customer satisfaction, that Service Quality also significantly and positively affects customer satisfaction, and that Location contributes positively and significantly to customer satisfaction. The researcher recommends that Warung Wardani should continue to promote its image as a provider of tasty food, enhance service quality, and select a strategic location. This approach is seen as a strong method for boosting customer satisfaction and enticing customers to make repeat purchases. A key strategic takeaway from this research is that Warung Wardani could enhance its competitive edge by expanding its parking facilities.
Co-Authors A.A Sg. Istri Ratih Pratiwi Anak Agung Putu Dicha Widnyana Putra Andri Chandra Astari Armayani Cokorda Gde Mandhara Putra Sukawati Dewa Ayu Diah Paramita Dewi Dewa Ayu Sri Astiti Dico Rizky Izulhaq Dimas Rizal Saputra Fariz Ramadhan Gusti Ayu Agung Wulan Pramestya Putri I Dewa Gde Agung Ekaprana I Gede Agus Dana Iswara I Gede Wahma Diatmika Giri I Gst. Bgs. Wiksuana I Gusti Ayu Agung Mitha Saritha Dian Ajnya I Gusti Ayu Ketut Giantari I Gusti Bagus Satria Wisesa I Kadek Bayu Pramana I Komang Setiawan I Made Windu Primantara I Putu Satya Nitya Ananda I Putu Widya Artana I Wayan Lostha Markandhya Ida Ayu Brahmaika Praba Dewi Ida Ayu Diksita Kinasih Ida Ayu Inten Surya Utami Kadek Pratita Yanthi Ni Ketut Darmayanti ni luh gede diah nirmala dewi Ni Luh Putu Mita Pramestya Utami Ni Made Desy Shinta Sari Ni Nyoman Kerti Yasa Ni Putu Ayu Sri Kusuma Dewi Ni Wayan Cynthia Devi Nyoman Devi Novita Sri Jayati Putu Susmithasen Sari Dewi Maharani Wayan Sudangga Aditya Yan Bayu Bramantya