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All Journal MATRIK: JURNAL MANAJEMEN, STRATEGI BISNIS, DAN KEWIRAUSAHAAN Distribusi EKUITAS (Jurnal Ekonomi dan Keuangan) Dinasti International Journal of Economics, Finance & Accounting (DIJEFA) Edunity: Kajian Ilmu Sosial dan Pendidikan Journal of International Conference Proceedings Innovative: Journal Of Social Science Research Indonesian Journal of Advanced Research (IJAR) International Journal of Management Research and Economics INTERNATIONAL JOURNAL OF ECONOMIC LITERATURE International Journal of Economics, Management and Accounting International Journal of Management, Accounting & Finance International Journal of Business, Marketing, Economics & Leadership Journal of Humanities, Community Service, and Empowerment

Gede Suparna

Fakultas Ekonomi Dan Bisnis Universitas Udayana

Author-ID : 393332

Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Public Health Social Sciences Other

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MENCIPTAKAN GREEN BRAND PERSONALITY BAGI MEREK RAMAH LINGKUNGAN Gede Suparna; Ni Wayan Ekawati; I Gusti Agung Ketut Gede Suasana; Anak Agung Ayu Sriathi
Matrik : Jurnal Manajemen, Strategi Bisnis, dan Kewirausahaan Volume 12 Nomor 2 Tahun 2018
Publisher : Faculty of Economics and Business Udayana University

Tujuan penelitian ini adalah menjelaskan pengaruh green brand terhadap green brand personality, pengaruh green brand terhadap green brand image, pengaruh green brand image terhadap green brand personality, peran green brand image sebagai mediasi pengaruh green brand terhadap green brand personality. Penelitian dilakukan pada masyarakat di Bali, menggunakan sampel individu sebagai unit analisis sebanyak 110 responden. Teknik analisis yang digunakan adalah analisis kuantitatif berdasarkan analisis multivariate menggunakan model persamaan analisis struktural atau SEM (structural equation modeling) berbasis AMOS 7.0. Hasil analisis menemukan terdapat pengaruh green brand terhadap green brand personality dan green brand image, terdapat pengaruh green brand image terhadap green brand personality, dan green brand image tidak berperan sebagai variabel mediasi.

DETERMINAN REVISIT INTENTION PENGUNJUNG MUSEUM DALAM PERSPEKTIF EXPERIENTIAL MARKETING Gede Suparna; I Gede Riana
EKUITAS (Jurnal Ekonomi dan Keuangan) Vol 6 No 1 (2022)
Publisher : Sekolah Tinggi Ilmu Ekonomi Indonesia (STIESIA) Surabaya(STIESIA) Surabaya

This study aim to analyze the influence of visitor experience on satisfaction and the revisit intention. The population were visitors to the museum using the accidental sampling approach. accidental sampling is a technique of determining the sample by chance, that is, anyone who happens to meet the researcher can be used as a sample, if it is considered suiTabel as a data source. The number of samples used was 216 visitors that valid for analized before data collection, the instruments used in the study were tested first using validity and reliability tests to make sure the instruments were valid and reliable. The analytical used is descriptive and inferential analysis with the Warp Partial Least Square approach. The results showed that experiential marketing had a significant effect on learning in museums, visitor satisfaction, and the desire to return. Learning in museums has a significant effect on visitor satisfaction, but has a weak effect on the desire to visit again. Furthermore, visitors who are satisfied tend want to visit again.

NETFLIX AND TELKOMSEL BUNDLING: DOES SYMBOLIC VALUE MATTER IN CO-BRANDING Gede Pamungkas, Ardianta; Suparna, Gede; Yudi Setiawan, Putu; Gusti Agung Ketut Gede Suasana, I
Distribusi - Journal of Management and Business Vol. 12 No. 2 (2024): Distribusi, September 2024
Publisher : Fakultas Ekonomi dan Bisnis Universitas Mataram

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29303/distribusi.v12i2.528

The Subscription Video on Demand market in Indonesia has seen substantial growth, but Netflix's market share dropped by 10% in Q2 2022, losing about 2 million subscribers. To boost customer purchase intention, Netflix partnered with Telkomsel, a leading telecommunication provider, to offer a bundled package. This study explores the mediating role of brand attitude between symbolic value, perceived benefits, and customer purchase intention for the Netflix-Telkomsel bundle. Using an associative quantitative approach and a sample of 100 respondents, data were analyzed with Partial Least Squares (PLS). The results reveal that symbolic value insignificantly influences purchase intention or brand attitude. However, perceived benefits positively and significantly impact both purchase intention and brand attitude. Brand attitude also positively influences purchase intention and mediates the effect of perceived benefits on purchase intention, but not that of symbolic value. Prospective customers prioritize perceived benefits over symbolic value when deciding to purchase the Netflix-Telkomsel bundle.

THE ROLE OF BRAND PREFERENCE IN MEDIATING THE INFLUENCE OF PERCEIVED PRICE ON REPURCHASE INTENTION: (Study of Netflix Streaming Service Consumers in Denpasar City) I Made Denis Agung Prastya; Gede Suparna
INTERNATIONAL JOURNAL OF ECONOMIC LITERATURE Vol. 2 No. 10 (2024): October
Publisher : Adisam Publisher

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

One act of using the internet with the most time spent is watching services in video form, such as watching films or drama series. Various brands of subscription video service providers are offered on the market, one of which is the Netflix brand which is known as a pioneer. This research aims to determine the effect of perceived price on repurchase intention through brand preference among Netflix streaming service consumers in Denpasar City. This research used a purposive sampling technique with a sample size of 120 respondents. Data was collected using a questionnaire and analyzed using path analysis techniques, Sobel test, and Variance Accounted For (VAF). The research results show that perceived price and brand preference have a positive and significant effect on repurchase intention; perceived price influences brand preference; and brand preference is able to partially mediate the influence of perceived price on repurchase intention. The theoretical implications of this research are to add to empirical studies and confirm the influence of brand preference in mediating the influence of perceived price on repurchase intention. From these results, it is recommended that Netflix improve and maintain competitive pricing strategies and continue to innovate to strengthen brand preferences, thereby increasing repurchase intentions among consumers.

THE ROLE OF ELECTRONIC WORD OF MOUTH (E-WOM) IN MEDIATING THE INFLUENCE OF SOCIAL MEDIA PROMOTIONS ON ONLINE PURCHASING DECISIONS: (Study on consumers of Jamu Rahsa Nusantara) Ketut Ayu Surya Manika Sari; Gede Suparna
INTERNATIONAL JOURNAL OF ECONOMIC LITERATURE Vol. 2 No. 12 (2024): December
Publisher : Adisam Publisher

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

Online shopping has become a new habit for Indonesian people, and its development continues to increase from year to year. Consumer purchasing decisions often begin by studying information obtained from social media and online reviews. Jamu Rahsa Nusantara in March – July received an increasing number of negative reviews, and this had an impact on consumer purchasing decisions. This research aims to analyze the role of Electronic Word of Mouth (e-WOM) in mediating the influence of social media promotions on online purchasing decisions among Jamu Rahsa Nusantara consumers. The research method used is quantitative with data collection methods through surveys based on questionnaires to Jamu Rahsa Nusantara consumers in Denpasar who have made online purchases. The total sample was 140 respondents, using a non-probability sampling technique with a purposive sampling method. Path analysis techniques are used to examine the relationship between social media promotions, e-WOM, and purchasing decisions. The research results found that social media promotion had a significant and positive effect on e-WOM; e-WOM has a significant and positive effect on decisionsonline purchases; e-WOM mediates the influence of social media promotions on purchasing decisions.

Determinants of Purchasing Decisions at Warung Baleganjur: Moderated by Celebrity Endorsement Komang Bagus Trivikrama Kumara; Gede Suparna
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.v3i1.2717

Purchasing decisions are one of the actions based on several alternative choices to make a purchase of a product based on awareness of needs and desires. Analysis of purchasing decisions is very important because there is a phenomenon of consumer visits to Warung Baleganjur remaining busy but there is a decrease in sales. This study aims to test the role of brand image in mediating the influence of social media marketing on purchasing decisions moderated by celebrity endorsements. The population in this study were buyers at Warung Baleganjur in Denpasar City. The sample used in this study was 108 respondents. The sampling method used in this study was the non-probability method with the purposive sampling technique. Data collection was carried out by distributing questionnaires online via Google Forms. The collected data were analyzed using classical assumption test, path analysis technique, Sobel test and VAF test and Moderated Regression Analysis (MRA) with the help of SPSS 25 application. The results of this study indicate that social media marketing has a positive and significant effect on purchasing decisions, social media marketing has a positive and significant effect on brand image, brand image has a positive and significant effect on purchasing decisions, brand image is able to partially mediate the effect of social media marketing on purchasing decisions, and celebrity endorsement is unable to moderate the effect of social media marketing on purchasing decisions at Warung Baleganjur. The implications of this study can be used as consideration and input for Warung Baleganjur in improving consumer purchasing decisions by considering the variables of social media marketing, brand image, and celebrity endorsement.

The Role of Positive Emotion in Mediating the Influence of Store Atmosphere on Impulse Buying (A Study on Customers of Uniqlo Outlet at Mall Bali Galeria) Putu Yuan Barananda; Gede Suparna
International Journal of Economics, Management and Accounting Vol. 2 No. 1 (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.v2i1.421

The industry in Indonesia has experienced significant development both online and offline, including the fashion industry, which has also undergone rapid growth. This development inevitably alters consumer behavior toward products in the market. One consumer behavior that requires attention is impulse buying, which refers to unplanned purchases. Impulse buying occurs due to emotional factors, which are also influenced by the store atmosphere, prompting spontaneous purchases. This study aims to examine and analyze the role of positive emotion in mediating the relationship between store atmosphere and impulse buying. The research was conducted among customers of the Uniqlo store at Bali Galeria Mall, with a sample size of 160 respondents selected through purposive sampling. Data collection was carried out using questionnaires. The analytical techniques employed include the Classical Assumption Test, Path Analysis, Sobel Test, and Variance Accounted For (VAF) Test. The analysis results indicate that: Store atmosphere has a positive and significant effect on impulse buying, Store atmosphere has a positive and significant effect on positive emotion, Positive emotion has a positive and significant effect on impulse buying, Positive emotion mediates the effect of store atmosphere on impulse buying. The theoretical implications of this study support previous research findings from the perspective of Consumer Behavior Theory. The practical implications provide guidelines for managers and staff at the Uniqlo store at Bali Galeria Mall to enhance customer impulse buying by leveraging store atmosphere and positive emotion.

THE INFLUENCE OF STRATEGIC ORIENTATION, ORGANIZATIONAL CAPABILITY AND GOVERNMENT SUPPORT ON THE SUSTAINABLE PERFORMANCE: A SYSTEMATIC LITERATURE REVIEW Abiyoga, Adis; Suprapti, Ni Wayan Sri; Setiawan, Putu Yudi; Suparna, Gede
Distribusi - Journal of Management and Business Vol. 13 No. 1 (2025): Distribusi, March 2025
Publisher : Fakultas Ekonomi dan Bisnis Universitas Mataram

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29303/distribusi.v13i1.603

The study aims to explore the influence of strategic orientation on sustainable performance of organic farming in the Bali Province. The data used in the study covers the strategic issues of agriculture in Bali, the importance of the agricultural sector for the economic and cultural life of Bali, as well as the role of the Government of the Province of Bali in making the sector a major focus of development. There is still very limited research using systematic literature reviews, especially in the context of the agricultural sector. The research uses the method of Systematic Literature Review (SLR) by looking for relevance from various previous research articles. The results show that strategic orientations, such as market orientation and technology orientation, have an important influence on the sustainable performance of organic farming. In addition, innovation and marketing capabilities also play a role in improving the sustainable performance of organic farming. Government support has proven to be a key factor in boosting the success and growth of the organic farming sector in Bali.

The Influence of Social Media Marketing on Purchase Decisions With Brand Awareness As Mediation (Study on Truffle Belly Jimbaran) Simamora, Ezra Chatarina; Suparna, Gede
Dinasti International Journal of Economics, Finance & Accounting Vol. 6 No. 2 (2025): Dinasti International Journal of Economics, Finance & Accounting (May-June 2025
Publisher : Dinasti Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/dijefa.v6i2.4471

Social media marketing is a marketing strategy that leverages social media platforms to build relationships with consumers, enhance brand awareness, and drive purchasing decisions. This study aims to analyze the role of brand awareness in mediating the influence of social media marketing on purchasing decisions among consumers of Truffle Belly Jimbaran. The study involved 100 respondents selected using the purposive sampling method. Data were collected through online questionnaires and analyzed using path analysis techniques, the Sobel test, and the VAF test. The results indicate that all hypotheses were supported. Social media marketing has a significant positive impact on purchase decisions; social media marketing has a significant positive impact on brand awareness; brand awareness has a significant positive impact on purchase decisions; and brand awareness is proven to partially mediate the influence of social media marketing on purchase decisions. The theoretical implications of this research support the S-O-R (Stimulus-Organism-Response) theory and previous studies on consumer behavior. The practical implications suggest that Truffle Belly Jimbaran should enhance the quality and consistency of promotional content on social media, strengthen brand awareness among consumers, and optimize digital marketing strategies to maintain stability and increase sales.

The Role of Brand Image in Mediating the Influence of Social Media Marketing on Repeat Purchase of Kober Mie Denpasar Customers Dinata, I Made Surya Yoga; Sukawati, Tjokorda Gde Raka; Suparna, Gede; Giantari, I Gst. Ayu Kt.
Indonesian Journal of Advanced Research Vol. 4 No. 7 (2025): July 2025
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/ijar.v4i7.14973

Repeat purchase describes a customer’s decision to repurchase the same product or service, reflecting their satisfaction and that their expectations have been fulfilled. This research explores how brand image mediates the relationship between social media marketing and repeat purchase behavior among customers of Kober Mie Denpasar. A total of 130 respondents, selected through purposive sampling, completed a structured survey, and their responses were analyzed using SEM‑PLS 3. The analysis reveals that social media marketing has a direct, positive, and statistically significant impact on repeat purchase intentions. It also enhances brand image, which in turn positively influences the likelihood of customers making repeat purchases. Moreover, brand image functions as a crucial mediator, intensifying the effect of social media marketing on repeat buying behavior. These results underscore the importance for businesses to develop compelling social media strategies that not only generate immediate sales but also cultivate a strong brand image to support lasting customer loyalty.

Co-Authors A. A. Sagung Mas Christiana Naftalia Abiyoga, Adis Anak Agung Ayu Sriathi Bernartdictus Fandinata Candra Chrisna Riane Opod Dewi, Desak Made Pradnya Dhan, Ni Kadek Sari Jayanti Dinata, I Made Surya Yoga Florentine Yovita Kurniawan Gede Bayu Rahanatha Gede Pamungkas, Ardianta Geldy Mahantara Kristindo Katu Giantari, I Gst. Ayu Kt. Gusti Agung Ketut Gede Suasana, I Handy Surya Jaya I Gde Made Ray Anom Dananjaya I Gede Adnya Susila I Gede Riana I Gst. A. Kt. Gd. Suasana I Gst. Bgs. Ag. Andira Eka Pradana I Gusti Ayu Audy Calista I Gusti Jaya Khrisna Putra I Kadek Alit Suarjana I MADE DANA I Made Denis Agung Prastya I Made Suhartana Putra I Made Surya Negara Sudirman I Putu Gde Sukaatmadja Ida Bagus Ketut Surya Ida Bagus Koman Suarmaja Ida Bagus Separsa Kusuma Kadek Andika Prawira Laksana Kadek Dewi Indrawati Kastawan Mandala Ketut Ayu Surya Manika Sari Komang Bagus Trivikrama Kumara Komang Wida Pratiwi Luh Gede Indah Permata Sari Luh Komang Anggi Putri Nugraheni Manek, Richard Alvi Ni Kadek Sri Widyantari Ni Luh Gede Wahyuni Ni Made Intan Kusumasari Ni Putu Eka Dewi Kartika Ni Putu Susiari Ni Wayan Ekawati Ni Wayan Ekawati Ni Wayan Priti Nirmala Dewi Ni Wayan Sri Suprapti PM, Dewa Ayu Agung Bunga Kinara Putu Eka Surya Ananta Wijaya Putu Yuan Barananda Putu Yudi Setiawan Putu Yudi Setiawan, Putu Rena Wilona Rahma Savitri, Kadek Ayu Mayang Simamora, Ezra Chatarina Sri Suprapti Tjok Gde Raka Sukawati Yana, Kadek Hery Krista Yuliana Putri

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