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All Journal Buletin Studi Ekonomi MATRIK: JURNAL MANAJEMEN, STRATEGI BISNIS, DAN KEWIRAUSAHAAN E-Jurnal Manajemen Universitas Udayana 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
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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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

Abstract

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

Abstract

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.
PERAN CITRA MEREK MEMEDIASI PENGARUH KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN KOPI JANJI JIWA DENPASARN PEMBELIAN KOPI JANJI JIWA DENPASAR Luh Komang Anggi Putri Nugraheni; Gede Suparna
E-Jurnal Manajemen Vol 13 No 2 (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.i02.p04

Abstract

Perubahan gaya hidup masyarakat mempengaruhi berbagai konsumsi, salah satu pelopornya adalah Kopi Janji Jiwa yang memiliki kualitas tinggi sehingga memicu konsumen melakukan proses pembelian sebelum memutuskan untuk membeli suatu produk. Tujuan penelitian ini untuk menganalisis peran citra merek memediasi pengaruh kualitas produk terhadap keputusan pembelian. Penelitian ini dilakukan di Kota Denpasar dengan jumlah sampel yang diambil sebanyak 100 responden dengan metode penentuan sampelnya adalah purposive sampling. Teknik analisis data yang digunakan adalah analisis jalur, uji sobel dan uji VAF. Hasil penelitian menunjukan bahwa kualitas produk berpengaruh positif dan signifikan terhadap keputusan pembelian, kualitas produk berpengaruh positif dan signifikan terhadap citra merek, citra merek berpengaruh positif dan signfikan terhadap keputusan pembelian, dan citra merek secara positif dan signifikan mampu memediasi pengaruh kualitas produk terhadap keputusan pembelian. Implikasi teoritis dari hasil penelitian ini memberikan bukti pada pengembangan ilmu manajeman pemasaran. Implikasi praktis dari hasil penelitian ini yakni perusahaan harus lebih memperhatikan konsumen seperti memberikan pelayanan yang bagus, membuat konsumen loyal yang bisa dilakukan dengan cara memberikan reward seperti pemberian voucher, diskon, dan promo menarik lainnya. Penelitian ini diharapkan memberikan kontribusi empiris pada ilmu manajemen serta bermanfaat bagi Perusahaan Kopi Janji Jiwa dalam menyusun srategi pemasaran produk. Changes in people's lifestyles affect a variety of consumption, one of the pioneers of which is Kopi Janji Jiwa which has high quality so that it triggers consumers to make a buying process before deciding to buy a product. The purpose of this study was to analyze the role of brand image in mediating the effect of product quality on purchasing decisions. This research was conducted in the city of Denpasar with a total sample taken of 100 respondents with the method of determining the sample is purposive sampling. The data analysis technique used is path analysis, Sobel test and VAF test. The results showed that product quality has a positive and significant effect on purchasing decisions, product quality has a positive and significant effect on brand image, brand image has a positive and significant effect on purchasing decisions, and brand image can positively and significantly mediate the effect of product quality on purchasing decisions. Theoretical implications of the results of this study provide evidence on the development of marketing management science. The practical implication of the results of this research is that companies must pay more attention to consumers such as providing good service, making loyal consumers which can be done by providing rewards such as giving vouchers, discounts and other attractive promos. This research is expected to provide an empirical contribution to management science and be useful for Janji Jiwa Coffee Company in developing a product marketing strategy.
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

Abstract

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

Abstract

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

Abstract

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.
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.
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