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All Journal Jurnal Santiaji Pendidikan (JSP) JUIMA : Jurnal Ilmu Manajemen J-Simbol: Jurnal Magister Pendidikan Bahasa dan Sastra Indonesia Jurnal Bakti Saraswati Binus Business Review WIDYABHAKTI Jurnal Ilmiah Populer Jurnal Kreativitas PKM Jurdimas (Jurnal Pengabdian Kepada Masyarakat) Royal Referensi : Jurnal Ilmu Manajemen dan Akuntansi Jurnal Pengabdian Farmasi Malahayati (JPFM) Medical Technology and Public Health Journal Ibtida'i : Jurnal Kependidikan Dasar Jurnal Aplikasi dan Inovasi Iptek (JASINTEK) Sophist Jurnal Sosial Politik Kajian Islam dan Tafsir Jurnal Ilmiah Wahana Pendidikan KESANS : International Journal of Health and Science Journal of Comprehensive Science Jurnal Pelita Ilmu Jurnal Indonesia Sosial Sains Jurnal Bakti Masyarakat Manajemen Journal of Computer Science and Information Technology Jurnal Pengabdian Masyarakat (JURDIMAS) Science: Indonesian Journal of Science
Wijaya, I Gusti Ngurah Satria
Institut Teknologi Dan Bisnis Stikom Bali
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Journal : Binus Business Review

 1 
The Influence of Marketing Strategy on Marketing Performance from a Management Perspective in the Disruption Era I Gusti Ngurah Satria Wijaya; Annisa Balqis Bashira Syahrir Malintang Latanro; Ni Nyoman Arie Rahayu Sugianitri
Binus Business Review Vol. 15 No. 1 (2024): Binus Business Review
Publisher : Bina Nusantara University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21512/bbr.v15i1.10431

Abstract

The world continues to develop and change, and everything is digital-based in the current era of disruption. The retail industry is one of the business sectors most severely impacted by the COVID-19 pandemic and the disruption era. Numerous businesses or retail issuers also see a drop in sales and even suffer losses. The research aimed to evaluate the most successful marketing tactics toward marketing performance in the disruption era from a management perspective. The major data used came from questionnaires given to management with digitized or digital marketing. A total of 282 data were collected using the purposive sampling technique to determine the respondents in Denpasar City. Structural Equation Model (SEM) analysis was employed in this investigation. The research outcomes are strategies that effectively influence marketing performance in the disruption era, including marketing mix strategy, online affiliate marketing strategy, and social media strategy. The marketing mix strategy cannot be abandoned despite changes in the disruption era. There can only be a change in strategy using digital marketing media. The research novelty lies in its findings, which support the Resource-Based View (RBV) theory, the marketing tactic employed to enhance marketing effectiveness in the disruption era. The practical implications include policy recommendations for business management and marketing methods to improve marketing performance in the disruption era.
The Mediating Role of Brand Image in the Relationships between Interactivity, Electronic Word of Mouth (E-WOM), and Purchase Intention among Generation Z Kadek Masakazu; I Gusti Ngurah Satria Wijaya; Gede Suwardika; I Ketut Putu Suniantara
Binus Business Review Vol. 16 No. 1 (2025): Binus Business Review
Publisher : Bina Nusantara University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21512/bbr.v16i1.12080

Abstract

The world is still evolving, and in this era of disruption, everything is based on digital technology. A new phenomenon has emerged in the business world in recent years, namely the bankruptcy of a number of large companies in Indonesia like Giant and the closure of several Carrefour outlets and Matahari Department Store. The research aimed to analyze the effect of interactivity and Electronic Word of Mouth (E-WOM) on the intention to purchase Erigo products with the brand image as a mediating variable on Generation Z in Denpasar City. As the respondents, 208 samples from Denpasar City’s Generation Z population were selected using a purposive selection technique. The analysis method used was Structural Equation Modeling (SEM) through Partial Least Squares (PLS-SEM). As a result, Generation Z in Denpasar City is positively and significantly influenced by brand image, E-WOM, and interactivity when it comes to their intention to buy Erigo fashion items. When it comes to the purchase intention for Erigo products, brand image has the ability to mediate the impact of TikTok interactivity and E-WOM. The managerial implications include the need for Erigo management to focus on the factors influencing potential customers’ decisions to purchase Erigo products, specifically interactivity, E-WOM, and brand image.
Co-Authors Afridah, Wiwik afrizal, afit Agus Tatang Sopandi Al-Faris, Muhammad Nadhori Faqih Alang Pandu Dewanata Annisa Balqis Bashira Syahrir Malintang Latanro Ariadi, Lalu Ariadi Aristian, Yuliana Armanda, Arya Arnestya, Tashya Ayu, Friska Berly, Indah Rohmafresha Cahya Ayuu Pertami Catur Wulandari Destiani, Destiani Dewi Lutfianawati, Dewi Dwi Handayani Edza Aria Wikurendra Efendi, Muhamad Masjun Evi Triandini Fajar, M. Surya Fifi Khoirul Fitriyah Gede Dharmadi Yasa Gede Suwardika Harkina, Prida I Gede Dharmadi Yasa I Ketut Putu Suniantara I Ketut Suniantara I Komang Budi Mas Aryawan I Wayan Kayun Suwastika Ida Bagus Panji Sedana Intan Ayu Pratiwi, Intan Ayu intan permata sari Isnainy, Usastiawaty Cik Ayu Saadiah Kadek Masakazu Kardina, Rizki Nurmalya Ketut Gus Oka Ciptahadi Ketut Gus Oka Ciptahadi Khotimah, Ayyumi Khusnul Komang Budi Mas Aryawan Lalu Delsi Samsumar, M.Eng. Laser Narindro Liu Honguk, Intan Pitu Luh Gede Sri Artini M. Arifki Zainaro M. Fauzi Mardiyah, Arsita Mufidah, Ghina Aliya Muhammad Lutfi Muhammad Rudy Mursyidul Ibad Natalia, Lusia Ni Gusti Ayu Agung Ulan Darmayanti Ni Kadek Evita Puri Adnyani Ni Nyoman Arie Rahayu Sugianitri Ni Nyoman Muryatini Ni Putu Meina Ayuningsih Ni Wayan Ni Wayan Nofita, Nofita Nourma Rhomadhoni, Muslikha Nurkhalika, Rachmi Oktavia, Friska Oktaviyani, Dwi Pratama, Andre Putra Pratami, Ni Wayan Cahya Ayu Puspitasari, Silvi Putri, Afdilah Mianda Putri, Asri Mutiara Putri, Qori Anisa Putri, Tiara Herya Putu Krisna Yoga Astra Resa Sigit Ardiyanto Riskiyani, Mei Ajeng Romaeda, Roz Saputra, Rudi Bagas Saputri, Gusti Ayu Rai Sayudi, Akbar Setia, Larasati Eka Setiawati, Octa Reni Siti Wahidah Sugiarto Sugiarto Wahyu, Wayan Wulandari, Riza YAYAN SOFYAN Yekti Pulih Asih, Akas Yudiastra, Putu Pande