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Penilaian Kualitas Layanan Bandara Internasional Ngurah Rai Menggunakan Metode Fuzzy Servqual dan Importance Performance Analysis Nurfakhrurozi, Rifqi; Andriani, Wahyu; Dewi, Nyoman Indah Kusuma; Saputra, Upayana Wiguna Eka; Adiningrat, Gede Pradiva
Jurnal Bisnis dan Kewirausahaan Vol. 20 No. 3 (2024): JBK-Jurnal Bisnis dan Kewirausahaan
Publisher : Unit Publikasi Ilmiah, P3M, Politeknik Negeri Bali

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31940/jbk.v20i3.163-173

Ngurah Rai International Airport in Bali serves as a critical gateway for tourists, especially in the post-pandemic era. This study evaluates the service quality of the airport using the Fuzzy Servqual and Importance Performance Analysis (IPA) methods. A sample of 100 respondents was analyzed to assess five dimensions of service quality: tangibles, reliability, responsiveness, assurance, and empathy. The findings indicate that several attributes of the service require improvement, particularly in terms of adequacy of infrastructure, service clarity, and responsiveness to passenger feedback. The IPA analysis identified two attributes as high-priority areas for improvement. Recommendations for enhancing service quality are proposed to better align with passenger expectation and satisfaction.

Penilaian Kualitas Layanan Bandara Internasional Ngurah Rai Menggunakan Metode Fuzzy Servqual dan Importance Performance Analysis Nurfakhrurozi, Rifqi; Andriani, Wahyu; Dewi, Nyoman Indah Kusuma; Saputra, Upayana Wiguna Eka; Adiningrat, Gede Pradiva
Jurnal Bisnis dan Kewirausahaan Vol. 20 No. 3 (2024): JBK-Jurnal Bisnis dan Kewirausahaan
Publisher : Badung Bali: Politeknik Negeri Bali

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31940/jbk.v20i3.163-173

Ngurah Rai International Airport in Bali serves as a critical gateway for tourists, especially in the post-pandemic era. This study evaluates the service quality of the airport using the Fuzzy Servqual and Importance Performance Analysis (IPA) methods. A sample of 100 respondents was analyzed to assess five dimensions of service quality: tangibles, reliability, responsiveness, assurance, and empathy. The findings indicate that several attributes of the service require improvement, particularly in terms of adequacy of infrastructure, service clarity, and responsiveness to passenger feedback. The IPA analysis identified two attributes as high-priority areas for improvement. Recommendations for enhancing service quality are proposed to better align with passenger expectation and satisfaction.

PENGARUH INFLUENCER MARKETING TERHADAP MINAT PEMBELIAN PRODUK KECANTIKAN BRAND AZARINE PADA GENERASI Z : STUDI KASUS KABUPATEN BADUNG Seruni, Ni Nyoman Anjali; Suryaniadi, Sagung Mas; Dewi, Nyoman Indah Kusuma
Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA) Vol 8 No 3 (2024): Edisi September - Desember 2024
Publisher : LPPM STIE Muhammadiah Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31955/mea.v8i3.4534

Penelitian ini bertujuan untuk menganalisis pengaruh influencer marketing terhadap minat beli produk kecantikan Azarine di kalangan Generasi Z di Badung. Influencer marketing merupakan strategi pemasaran yang memanfaatkan individu berpengaruh di media sosial untuk mempengaruhi keputusan pembelian konsumen. Penelitian ini menggunakan metode kuantitatif dengan pendekatan survei. Data dikumpulkan dari 368 responden Generasi Z di Badung yang mengikuti influencer kecantikan di media sosial. Analisis data dilakukan dengan regresi linier untuk melihat hubungan antara variabel influencer marketing dan minat beli. Hasil penelitian menunjukkan bahwa influencer marketing memiliki pengaruh signifikan terhadap minat beli produk kecantikan Azarine. Kepercayaan terhadap influencer, kualitas konten, dan interaksi sosial di media sosial berkontribusi secara positif terhadap minat beli. Kepercayaan terhadap influencer menjadi faktor dominan yang mempengaruhi keputusan pembelian, diikuti oleh kualitas konten dan interaksi sosial. Temuan ini menunjukkan pentingnya pemilihan influencer yang tepat, pembuatan konten yang autentik, dan mendorong interaksi aktif di media sosial bagi perusahaan kecantikan seperti Azarine. Keterbatasan penelitian ini meliputi cakupan wilayah yang terbatas pada Badung dan metode pengumpulan data yang hanya menggunakan survei online. Untuk penelitian selanjutnya, disarankan memperluas wilayah penelitian, menggunakan metode pengumpulan data yang beragam, serta mempertimbangkan variabel lain seperti harga dan kualitas produk. Penelitian ini memberikan wawasan mengenai efektivitas influencer marketing dalam mempengaruhi minat beli Generasi Z di Badung.

Training and Assistance in Digital Marketing Strategies for Managing SMEs Business at Melasti Beach in Ungasan Village Eka Saputra, Upayana Wiguna; Reyes, Alma Pia Garcia; Riyasa, Ida Ayu Putri Widiasuari; Dewi, Nyoman Indah Kusuma; Wirga, I Wayan
Parta: Jurnal Pengabdian Kepada Masyarakat Vol. 4 No. 2 (2023)
Publisher : Universitas Pendidikan Nasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38043/parta.v4i2.4463

The problem faced by the MSMES group (Local Culinary) is their inability to utilize digital media to promote the culinary culture of the community in Ungasan Village, Kuta Selatan Sub-district, and Badung Regency. The purpose of this activity is to provide social media training to the MSMES group (Local Culinary) to enable them to use digital media professionally. The expected benefits are that the MSMES group (Local Culinary) will be able to increase their product sales online and expand their market share. The methodology of this activity includes providing digital marketing training and giving an understanding of all the activities that can be done by the MSMES group (Local Culinary), from creating photo and video content with captions to making content calendars and using them. Advertising through social media and email to promote their business. The results of this activity are the creation of professional product image and video content, planned content calendars, and the use of advertisements to promote their products. This activity also benefits Politeknik Negeri Bali as the implementing institution by sharing knowledge with the wider community.

Exploring the Role of Experiential and Emotional Marketing in Building Customer Satisfaction and Loyalty in Coffee Shop Rifqi Nur Fakhrurozi; Nyoman Indah Kusuma Dewi; Putu Adriani Prayustika; Ida Ayu Putri Widiasuari Riyasa
Binus Business Review Vol. 16 No. 3 (2025): Binus Business Review
Publisher : Bina Nusantara University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21512/bbr.v16i3.13594

The research explored the role of experiential and emotional marketing in enhancing customer satisfaction and loyalty within Bali’s competitive coffee shop industry. With the rapid growth of coffee shops in Bali, particularly Gen Z consumers who prioritized experiences and emotional connections, the research investigated how these marketing strategies influenced consumer behavior. Drawing on data from 183 customers of a prominent coffee shop in Denpasar, the researchers employed multilayer Partial Least Squares Structural Equation Modeling (PLSSEM) to analyze the relationships between experiential marketing, emotional marketing, customer satisfaction, and customer loyalty. The findings reveal that both experiential and emotional marketing have a significant positive impact on customer satisfaction. Furthermore, both experiential and emotional marketing also directly influence customer loyalty. Importantly, customer satisfaction ensures that consumers feel fulfilled with the value they receive, which in turn strengthens long-term loyalty toward the brand. These insights underscore the importance of creating immersive, emotionally resonant experiences that align with the values and lifestyles of modern consumers. For practitioners, the research recommends designing sensory-rich environments, fostering emotional brand connections, and leveraging storytelling to enhance customer retention. From an academic perspective, the research contributes to a deeper understanding of consumer behavior in experiential service industries, particularly in a tourism-driven market like Bali. Future studies should consider broader demographic samples and longitudinal designs further to explore the evolving dynamics of customer satisfaction and loyalty.

The effect of influencer credibility and brand experience on Conrad Bali hotel's Instagram brand image Kadek Sri Utami; Nyoman Indah Kusuma Dewi; Muayyad Muayyad
Priviet Social Sciences Journal Vol. 6 No. 6 (2026): June 2026
Publisher : Privietlab

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55942/pssj.v6i6.1951

The disparity between the growth in Conrad Bali Hotel's Instagram following and the audience's perception of the brand serves as the driving force behind this study. The purpose of this study is to partially and concurrently examine how influencer credibility and brand experience affect the Conrad Bali Hotel's Instagram brand image. 110 active Conrad Bali Hotel Instagram followers who were exposed to marketing content on the platform were included in the quantitative analysis using a purposive sampling technique. Questionnaires were used to gather data, which were then analyzed using multiple linear regression, validity tests, reliability, classical assumptions, t-test, F-test, and coefficient of determination. With a computed t-value of 4.840 and a significance level of <0.001, the findings demonstrated that influencer credibility had a favorable and substantial impact on brand image. With a computed t-value of 5.236 and a significance of <0.001, brand experience also had a favorable and substantial impact on brand image. With a computed F-value of 137.898 and a significance of <0.001, both factors simultaneously had a favorable and substantial impact on brand image. According to the R Square value of 0.720, influencer credibility and brand experience account for 72% of the variation in brand image. This finding confirms that credible influencers and engaging brand experiences through Instagram can strengthen the brand image of Conrad Bali Hotel. Thus, Conrad Bali Hotel is advised to continue optimizing the use of influencers and engaging and authentic Instagram content to strengthen its brand image amidst the competitive hospitality industry.

The Association of Perceived Meta Ads Exposure and Content Quality With Brand Awareness: A Case Study of Kursusmengemudi.Id A. Galung Astaqi; Nyoman Indah Kusuma Dewi; I Komang Mahayana Putra
International Journal of Environmental, Sustainability and Social Science Vol. 7 No. 5 (2026): International Journal of Environmental, Sustainability, and Social Science (Sep
Publisher : PT Keberlanjutan Strategis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38142/ijesss.v7i5.2049

This study examines the association of perceived Meta Ads exposure and content quality with brand awareness among audiences of Kursusmengemudi.id, a client of PT Whello Indonesia Prima. A quantitative cross-sectional survey was conducted with 100 purposively selected respondents who had viewed the brand’s advertisements or followed its social media account. Data were collected through a five-point Likert-scale questionnaire and analyzed using instrument testing, descriptive statistics, classical assumption tests, multiple linear regression, t-tests, an F-test, and the coefficient of determination. Perceived Meta Ads exposure was positively and significantly associated with brand awareness (t = 3.433; p = 0.001), as was content quality (t = 4.395; p < 0.001). The regression model was statistically significant (F = 160.547; p < 0.001) and explained 76.8% of the variation in brand awareness. The standardized coefficient for content quality (β = 0.504) was larger than that for perceived Meta Ads exposure (β = 0.394), although the difference between the coefficients was not statistically tested. Within this sample, the findings indicate that digital advertising exposure and the relevance, attractiveness, clarity, and consistency of content are jointly associated with stronger brand recognition and recall

The Influence of Physical and Non-Physical Work Environment on Employee Performance at Hilton Bali Resort I Nyoman Surya Abdi Wibawa; Nyoman Indah Kusuma Dewi; Yulia Tria Hapsari
Indonesian Journal of Business Analytics Vol. 6 No. 4 (2026): August 2026
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/ijba.v6i4.16845

This research investigates how the physical work environment (X1) and the non-physical work environment (X2) relate to employee performance (Y) at Hilton Bali Resort. A quantitative causal-associative design was applied, with data obtained from a digital questionnaire completed by all 30 employees in the study population through saturation sampling. Instrument testing showed that every item was valid (r-value > r-table = 0.361) and that each variable had strong internal consistency (Cronbach's Alpha: X1 = 0.965, X2 = 0.946, Y = 0.948). After the data met the assumptions of normality, absence of multicollinearity, and homoscedasticity, multiple linear regression was performed using IBM SPSS Statistics version 26. The resulting model was Y = 1.938 + 0.132X1 + 0.532X2. Partial testing indicated a significant contribution from the physical work environment (t-count = 2.201 > t-table = 2.052; sig. = 0.036) and from the non-physical work environment (t-count = 4.668 > t-table = 2.052; sig. = 0.000). Simultaneous testing also confirmed that both predictors jointly affected performance (F-count = 35.814 > F-table = 3.34; sig. = 0.000), explaining 72.6% of the variance in employee performance. The standardized coefficients further show that the non-physical environment (β = 0.627) contributes more strongly than the physical environment (β = 0.296), emphasizing the importance of interpersonal and psychological conditions in supporting employee performance in a five-star hotel setting.

HOTEL MANAGEMENT STRATEGIES DURING THE LOW SEASON AT CROSS BALI BREAKERS Ni Putu Ayu Purnia Cinta Dewi; Nyoman Indah Kusuma Dewi; I Wayan Wirga
Jurnal Manajemen dan Bisnis Vol. 8 No. 2 (2026): Jurnal Manajemen dan Bisnis Baja (JUMANIS BAJA)
Publisher : LPPM Universitas Banten jaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47080/jmb.v8i2.4855

This research aims to analyze the management strategies implemented by Cross Bali Breakers in addressing the challenge of low room occupancy during the low season. The study employs a descriptive qualitative approach, with data collected through interviews, observations, and documentation conducted during the internship program in the Sales and Marketing Department. The data were examined using SWOT analysis and mapped into IFAS, EFAS, IE Matrix, and QSPM to identify the hotel’s internal strengths and weaknesses as well as external opportunities and threats. The findings indicate that the hotel has adopted several strategies, including price-based promotions (flash sales), collaboration with Online Travel Agents (OTAs), domestic staycation packages, and the promotion of wellness and surfing experiences. Based on the IFAS matrix (score 2.50) and EFAS matrix (score 2.40), the hotel is positioned within Cell V, which supports growth-oriented strategies emphasizing product development and market penetration. The QSPM analysis confirms that integrated wellness product development is the main priority, scoring the highest Total Attractiveness Score (TAS = 4.42). Consequently, this study recommends that hotel management shift from short-term price-based promotions to experience-driven, sustainable marketing to ensure long-term competitiveness.

PENGARUH ELECTRONIC WORD OF MOUTH (e-WOM) PADA ONLINE TRAVEL AGENT BOOKING.COM DAN BRAND IMAGE TERHADAP KEPUTUSAN MENGINAP DI THE ONE LEGIAN: The Effect of Electronic Word of Mouth (e-WOM) on Online Travel Agencies Booking.com and Brand Image on The Decision to Stay at The ONE Legian Kiki Hermalia Putri; Nyoman Indah Kusuma Dewi; Ni Wayan Sukartini
Ganec Swara Vol. 19 No. 3 (2025): September 2025
Publisher : Yayasan Al-Amin Qalbu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59896/gara.v19i3.350

This study aims to determine the partial or simultaneous effects of brand image (X2) and electronic word of mouth (X1) on the decision to stay (Y). The ONE Legian is where the study takes place. With 99 respondents in the sample, the study’s subjects are the 7,818 visitors who made bookings through Booking.com at The ONE Legian between January and December 2024. The statistical analysis methods employed include the validity test, realibility test, classical assumption test, multiple linear regression analysis, determination coefficient test, F test, t test. According to the findings of this research, electronic word of mouth and brand image both have a significant positive impact on the choice to stay, while electronic word of mouth has a significant positive impact on the decision to stay. The researcher can only advise that The ONE Legian should strive to consistenly deliver a high quality or enjoyable experience for visitors by offering the finest service possible as this will increase the number of favorable evaluations and allay any concerns that guests may have as a result of bad reviews

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