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All Journal Jurnal Kawistara : Jurnal Ilmiah Sosial dan Humaniora Khasanah Ilmu - Jurnal Pariwisata Dan Budaya Jurnal Ilmiah Akuntansi dan Bisnis Performance : Jurnal Bisnis dan Akuntansi eCo-Fin Economic Reviews Journal Benefit : Journal of Bussiness, Economics, and Finance Journal of Innovative and Creativity Jurnal Kawistara Jurnal Ekonomi, Manajemen, Akuntansi dan Keuangan
Ni Kadek Winda Yanti
Universitas Pendidikan Nasional
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Mathematics Social Sciences Other

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Meningkatkan Purchase Intention melalui Storytelling Marketing dengan Brand Image sebagai Mediasi: HMNS X Maliq & D’Essentials Ni Komang Widya Asti Mayang Sari; I Gusti Ayu Tirtayani; Komang Widhya Sedana Putra; Ni Kadek Winda Yanti
eCo-Fin Vol. 7 No. 3 (2025): eCo-Fin
Publisher : Komunitas Dosen Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32877/ef.v7i3.3175

Abstract

Penelitian ini bertujuan untuk mengkaji kontribusi storytelling marketing pada purchase intention, kontribusi storytelling marketing pada brand image, kontribusi brand image pada purchase intention dan kontribusi storytelling marketing pada purchase intention melalui brand image. Lokasi penelitian ini di Provinsi Bali. Sampel yang digunakan sebanyak 150. Adapun teknik pengumpulan data yang digunakan menggunakan kuesioner teknik analisis yang dipergunakan dalam penelitian ini menggunakan metode uji mediasi dengan analisis Smart PLS. Storytelling marketing terbukti mampu memberikan kontribusi positif dan signifikan pada brand image, brand image terbukti mampu memberikan kontribusi positif dan signifikan pada purchase intention, storytelling marketing terbukti mampu memberikan kontribusi positif dan signifikan pada purchase intention dan brand image terbukti mampu memberikan kontribusi mediasi secara parsial pada hubungan storytelling marketing pada purchase intention. Saran yang dapat diberiken oleh peneliti adalah HMNS diharapkan mengganti alur cerita agar lebih mampu dalam membangkitkan emosi penonton, membuat inovasi baru pada produk kolaborasi dengan Maliq & D’Essentials, supaya memiliki budaya yang khas, membuat alur cerita yang lebih menarik dan cerita yang berkelanjutan, serta membuat produk kolaborasi yang mampu menggambarkan Maliq & D’Essentials.
Pengaruh Brand Image Terhadap Customer Engagement Konsumen Starbucks di Kota Denpasar Ni Kadek Dilasanthika; Putu Ratna Juwita Sari; Kadek Wulandari Laksmi P; Ni Kadek Winda Yanti
Jurnal Ekonomi, Manajemen, Akuntansi dan Keuangan Vol. 7 No. 1 (2026): January
Publisher : Penerbit Jurnal Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53697/emak.v7i1.3467

Abstract

The purpose of this study is to analyze the influence of brand image on customer engagement among Starbucks consumers in Denpasar City. This study used a quantitative approach with simple linear regression analysis. Data were obtained through questionnaires distributed to consumers who had made purchases at Starbucks and analyzed using a t-test and coefficient of determination. The results showed that brand image had a positive and significant effect on customer engagement (t = 2.827; Sig = 0.005) with an Adjusted R Square value of 0.759, meaning brand image was able to explain 75.9% of the variation in customer engagement, while the remaining 24.1% was influenced by other factors outside the study. Thus, it can be concluded that a strong brand image plays a significant role in increasing customer engagement among Starbucks consumers in Denpasar City and can be used as a basis for formulating the company's marketing strategy. These findings indicate that a positive brand image strengthens emotional attachment and interaction between consumers and the brand. A strong brand image encourages consumers to actively engage through repeat purchases, word-of-mouth communication, and interactions on digital platforms. Therefore, companies need to consistently maintain brand quality, brand communication, and brand experience to sustain customer engagement. This study also provides empirical evidence that brand image is a strategic asset in building long-term relationships with consumers.
Co-Authors Ayu Lestari, Ni Kadek Djoko Wijono I Gusti Ayu Tirtayani Komang Tri Angga Kusuma Wardani Komang Widhya Sedana Putra P Laksmi, Kadek Wulandari M Zacky Faluti Ni Kadek Dilasanthika Ni Kadek Inten Diana Sari Ni Komang Widya Asti Mayang Sari Ni Made Dhian Rani Yulianti Putu Ratna Juwita Sari Rahmad Ramadan Ranya Mahaputri Hartono Silvia Ramadani Suardika, I Wayan Suryani, Putu Sri Yulia Arisnani Widyaningsih