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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) 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
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 Other

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The Role of Positive Emotion in Mediating the Effect of Promotional Attractiveness toward Impulse Buying: A Study of GoFood Online Food Delivery Brand Customers in Denpasar City Savitri, Kadek Ayu Mayang; Suparna, Gede
International Journal of Management, Accounting & Finance (KBIJMAF) Vol. 2 No. 3 (2025): July: International Journal of Management, Accounting & Finance (KBIJMAF)
Publisher : LPPM STIE Kasih Bangsa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70142/kbijmaf.v2i3.331

Abstract

Gojek, as a leading on-demand service company in Indonesia, continues to leverage technological advancements and shifts in consumer behavior from offline to online shopping. One of its flagship services, GoFood, faces challenges in maintaining its market position and increasing the number of transactions due to increasing competition in the food delivery industry. This study aims to explain the role of positive emotions in mediating the influence of promotional appeals on impulse purchases among GoFood customers. This study uses consumer behavior theory and the Stimulus-Organism-Response (S-O-R) model as a theoretical basis. The study was conducted in Denpasar City, involving 180 respondents through a survey method using questionnaires distributed offline and online. The sampling technique used was non-probability sampling with a purposive sampling approach. Data analysis was carried out using path analysis, classical assumption tests, Sobel tests, and Variance Accounted For (VAF) tests with the help of SPSS 25 software. The results showed that all proposed hypotheses were accepted. Promotional appeals had a positive and significant effect on impulse purchases. Promotional appeals also had a positive and significant effect on positive emotions. Furthermore, positive emotions also significantly influence impulse buying. Positive emotions have been shown to partially mediate the effect of promotional appeal on impulse buying. Practical implications of this research suggest that GoFood optimize attractive discount promotions by providing users with greater flexibility and control to evoke positive emotions that encourage impulse buying behavior. Discount promotions should be designed creatively and personally, using engaging visuals, persuasive language, and offers tailored to customer preferences.
The Influence of Influencer Credibility on Brand Loyalty with Brand Trust as a Mediating Variable : Study on Make Over Lipstick Product Customers in Denpasar City Rena Wilona Rahma; Gede Suparna
International Journal of Business, Marketing, Economics & Leadership (IJBMEL) Vol. 2 No. 3 (2025): August: International Journal of Business, Marketing, Economics & Leadership
Publisher : LPPM STIE Kasih Bangsa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70142/ijbmel.v2i3.332

Abstract

Competition in the cosmetics industry in Indonesia is getting tougher, prompting local brands to develop effective marketing communication strategies to increase consumer loyalty. Make Over, as one of the popular local lipstick brands, leverages collaboration strategies with credible beauty influencers, such as Tasya Farasya, to build positive perceptions and increase consumer engagement. This study aims to analyze the influence of influencer credibility on brand loyalty and examine the mediating role of brand trust in the relationship. This research was carried out in Denpasar City by involving 180 respondents who were consumers of Make Over lipsticks. The sampling technique used is purposive sampling, with certain criteria to ensure the relevance of respondent participation. Data collection was carried out through questionnaires that were distributed online and offline. The collected data was analyzed using path analysis techniques with the help of SPSS software version 29.0.2.0. The results of the analysis show that influencer credibility has a positive and significant influence on brand loyalty and brand trust. In addition, brand trust has been proven to have a positive and significant influence on brand loyalty. Another important finding is that brand trust partially mediates the relationship between influencer credibility and brand loyalty, suggesting that the influence of influencer credibility on loyalty is not only direct, but also through the formation of trust in the brand. Thus, this study confirms that collaboration with influencers who have high reputation, expertise, and credibility can be an effective strategy to increase consumer trust and loyalty towards cosmetic brands. Therefore, choosing the right influencers is essential in a marketing communication strategy to build long-term relationships with consumers.
Reviewing The Role of Destination Brand Identity in Sustainable Tourism Destinations Opod, Chrisna Riane; Sukawati, Tjokorda Gde Raka; Sukaatmadja, I Putu Gde; Suparna, Gede
Journal of International Conference Proceedings Vol 8, No 2 (2025): 2025 ICPM Thailand Proceeding
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/jicp.v8i2.4184

Abstract

Sustainable tourism has become a central theme in destination development worldwide, driven by increasing awareness of tourism’s environmental, social, and cultural impacts. Within this context, Destination Brand Identity (DBI) plays a crucial role in shaping tourist perceptions and enhancing the long-term competitiveness of destinations. This study presents a systematic literature review using a qualitative approach aimed at examining the contribution of DBI to sustainable tourism destinations. A total of 20 peer-reviewed articles published over the past decade were critically analyzed, focusing on five core themes: (1) DBI dimensions that support sustainability; (2) the role of DBI in enhancing destination sustainability; (3) the integration of DBI with sustainable branding practices; (4) community engagement and local representation in DBI formation; and (5) methodological developments in DBI and sustainable tourism studies. The findings are expected to enrich the academic discourse on DBI and provide practical insights for sustainable destination management.
Strengthening Governance and Innovative Work Behavior through Training and Mentoring at BUMDes Mandala Sari, Bongkasa Pertiwi Village, Abiansemal District, Badung Regency, Bali Province Surya, Ida Bagus Ketut; Riana, I Gede; Dana, I Made; Sudirman, I Made Surya Negara; Suparna, Gede; Mandala, Kastawan; Dhan, Ni Kadek Sari Jayanti; Dewi, Desak Made Pradnya
Journal of Humanities, Community Service, and Empowerment Vol. 2 No. 2 (2025)
Publisher : PT. Global World Scientific

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58857/JHCSE.2025.v02.i02.p04

Abstract

Village-owned enterprises (BUMDes) are village economic institutions that aim to optimize local potential through participatory and professional business management. In Bali Province, the existence of more than 600 BUMDes reflects the strategic role of this institution in village economic development. However, several challenges, such as weak human resource capacity, suboptimal financial governance, and low innovation, are significant obstacles. The case of BUMDes Mandala Sari in Bongkasa Pertiwi Village reflects this problem, with a decline in turnover during 2019–2022 due to the pandemic and lack of managerial innovation. This condition encouraged the involvement of the Udayana University Community Service Team to implement training and mentoring programs based on innovative work behaviour. The program implemented includes basic accounting training, application-based financial management, and innovative work behaviour counselling designed to strengthen the competitiveness of BUMDes. Mentoring was carried out during the Udayana University KKN period, involving lecturers and students to ensure that implementation runs sustainably. The results show increased accounting knowledge, managerial skills, and innovative awareness among BUMDes administrators and employees. This program is expected to become a BUMDes development model that can be replicated in other villages, especially in the digital era and changing market dynamics. Integrating work innovation and financial transparency is the key to building a competitive, professional, and sustainable BUMDes.
Peran Brand Image Memediasi Pengaruh Periklanan Terhadap Repurchase Intention (Studi pada konsumen McDonald’s di Kota Denpasar) Manek, Richard Alvi; Suparna, Gede
Innovative: Journal Of Social Science Research Vol. 5 No. 4 (2025): Innovative: Journal Of Social Science Research
Publisher : Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/innovative.v5i4.20832

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh periklanan terhadap repurchase intention dengan brand image sebagai variabel mediasi pada konsumen McDonald’s di Kota Denpasar. Penelitian ini didasari oleh pentingnya strategi periklanan dalam membentuk brand image yang kuat guna meningkatkan repurchase intention konsumen. Jumlah sampel dalam penelitian ini adalah 120 responden, dengan kriteria: berusia minimal 18 tahun dan pernah melakukan pembelian di McDonald’s minimal satu kali dalam tiga bulan terakhir. Teknik pengambilan sampel menggunakan purposive sampling. Data dikumpulkan melalui penyebaran kuesioner dan dianalisis menggunakan SPSS versi 26. Teknik analisis yang digunakan adalah analisis jalur (path analysis) untuk menguji pengaruh langsung dan tidak langsung, serta Uji Sobel untuk menguji peran mediasi brand image. Hasil penelitian menunjukkan bahwa periklanan berpengaruh positif dan signifikan terhadap brand image, brand image berpengaruh positif dan signifikan terhadap repurchase intention, serta periklanan juga berpengaruh langsung terhadap repurchase intention. Selain itu, brand image terbukti memediasi secara parsial pengaruh periklanan terhadap repurchase intention. Hasil ini memperkuat Theory of Planned Behavior (TPB), yang menjelaskan bahwa niat seseorang untuk melakukan suatu tindakan dipengaruhi oleh sikap, norma subjektif, dan kontrol perilaku yang dirasakan.
Strategies To Drive Purchasing Decisions Through the Utilization Of Social Media Ekawati, Ni Wayan; Suparna, Gede; Rahanatha, Gede Bayu; Kusumasari, Ni Made Intan; PM, Dewa Ayu Agung Bunga Kinara
International Journal of Management, Accounting & Finance (KBIJMAF) Vol. 2 No. 2 (2025): International Journal of Management, Accounting & Finance (KBIJMAF)
Publisher : LPPM STIE Kasih Bangsa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70142/kbijmaf.v2i2.279

Abstract

Applications that arise because of technological developments have the potential to change the consumer shopping experience through emerging social media. One of them is the use of augmented reality (AR) applications. As a relatively new application, it is important to examine its implementation in the MSME sector, related to positive response variables, purchasing decisions and stickiness variables as moderators. The research objectives are to test and explain the effect of augmented relality (AR) technology on purchasing decisions and positive responses, the effect of positive responses on purchasing decisions, as well as the role of positive responses mediating the relationship between AR and purchasing decisions, the role of stickiness as moderating the relationship between AR and purchasing decisions. The research was conducted in Denpasar Bali. This study used a sample of 400 respondents. The analysis technique used is path analysis technique. The research findings show that AR has a positive and significant effect on purchasing decisions and positive responses, positive responses have a positive and significant effect on purchasing decisions, positive responses do not play a mediating role, and stickiness plays a quasi-moderating role. Furthermore, these findings can be used as considerations by producers and marketers, to be able to face competition and develop business by utilizing information and communication technology. Meanwhile, the government is expected to be an input in making policies that encourage the pace of economic growth in Bali.
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 Yuliana Putri