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All Journal JAM : Jurnal Aplikasi Manajemen Parta: Jurnal Pengabdian Kepada Masyarakat Jurnal Manajemen dan Ekonomi Kreatif Jurnal Manajemen Dan Bisnis Ekonomi Journal of Entrepreneurial and Business Diversity Digital Innovation : International Journal Of Management
I Wayan Wirga
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Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Other

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Does Brand Awareness Mediate the Effect of Social Media Marketing on Purchase Intention? PUTRA, I Komang Mahayana; GEDE, I Gusti Ketut; WIRGA, I Wayan; SANJAYA, Ida Bagus; YASA, I Ketut
Journal of Entrepreneurial and Business Diversity Vol. 2 No. 3 (2024): Journal of Entrepreneurial and Business Diversity. (July-September)
Publisher : PT. Keberlanjutan Strategis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38142/jebd.v2i3.133

Abstract

Purpose: This research examines the role of brand awareness in mediating the effect of social media marketing on purchase intention for MS Glow Men products.  MS Glow Men is a skincare brand specifically for men and men made from natural ingredients, which is quite well known among men's skincare product users.  Botanicals conducted this research in Denpasar City. Methodology: Research data was collected using an online questionnaire with a sample size of 100 respondents. The sample determination method uses a non-probability sampling method, namely purposive sampling. This research uses path analysis techniques. Findings: The research results show that social media marketing has a positive and significant effect on purchase intention; social media marketing has a positive and significant effect on brand awareness; brand awareness has a positive and significant effect on purchase intention; and brand awareness mediates the effect of social media marketing on purchase intention.  Implication: The MS Glow Men company should increase interactive content on social media, create exciting campaigns, and focus more on introducing the advantages of its products compared to competitors.
Market Orientation dan Pengaruhnya terhadap Kinerja Perusahaan (Studi pada Hotel Non Bintang di Kabupaten Badung) Wirga, I Wayan
Jurnal Aplikasi Manajemen Vol. 7 No. 3 (2009)
Publisher : Universitas Brawijaya, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (1241.287 KB) | DOI: 10.21776/

Abstract

The research goal is to find out the influence size of the practical aspect of marketing with market orientation which consists of sub-variables such as relationship oriented, fragmented oriented, and consumer oriented toward non stars hotel performance in Badung Regency. The type of this research is explanatory research. By using multiple regression analysis, the practical aspect of marketing with market orientation has significance influence towards non star hotel performance in Badung Regecy not only partially but also simultaneously. The strengths and weaknesses of the association is indicated by correlation coefficient of 71.3%, and the contribution of the practical aspect marketing with market orientation towards the industry performance is indicated by R square of 50.8%. The other result of this research is that the practical aspect of marketing with market orientation which focused on optimally internal performance (fragmented oriented) has the biggest influence towards industry performance that is 42.8%.
The Effect of Workload and Compensation on Turnover Intention Through Job Satisfaction As a Mediating Variable at PT Aerofood ACS Denpasar Ni Putu Angelyani Sugiantari Putri; I Wayan Wirga; Ayu Mirah Kencanawati
Digital Innovation : International Journal of Management Vol. 2 No. 4 (2025): Digital Innovation : International Journal of Management
Publisher : Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61132/digitalinnovation.v2i4.510

Abstract

This study aims to analyze the effect of workload and compensation on turnover intention, with job satisfaction serving as a mediating variable. The research was conducted at PT Aerofood ACS Denpasar, a company engaged in catering services, involving a total of 150 employees. The sample size was determined using a non-probability sampling technique with a quota sampling approach to ensure representativeness of the respondents. Data collection was carried out through a structured questionnaire distributed via Google Forms, consisting of 25 measurement items based on a 5-point Likert scale ranging from strongly disagree to strongly agree. This quantitative research design employed both descriptive analysis and inferential statistical testing through Structural Equation Modeling–Partial Least Squares (SEM-PLS) using SmartPLS 4.0 software. The results of the analysis indicate that workload has a negative and significant influence on job satisfaction, suggesting that higher workload levels tend to reduce employees’ satisfaction with their jobs. On the other hand, compensation demonstrates a positive and significant influence on job satisfaction, indicating that adequate and fair compensation can enhance employees’ feelings of fulfillment and fairness within the organization. Furthermore, job satisfaction is found to have a negative and significant effect on turnover intention, meaning that employees who are more satisfied with their jobs are less likely to develop intentions to leave the company. The mediating test reveals that job satisfaction plays a crucial role in bridging the relationship between workload and turnover intention, as well as between compensation and turnover intention. Specifically, job satisfaction partially mediates the negative impact of workload on turnover intention and the positive impact of compensation on turnover intention. Overall, this research highlights the importance of managing workload effectively and providing fair compensation as strategic efforts to enhance job satisfaction and reduce employees’ tendency to leave the organization.
Training and Assistance in Digital Marketing Strategies for Managing SMEs Business at Melasti Beach in Ungasan Village Eka Saputra, Upayana Wiguna; Reyes, Alma Pia Garcia; Riyasa, Ida Ayu Putri Widiasuari; Dewi, Nyoman Indah Kusuma; Wirga, I Wayan
Parta: Jurnal Pengabdian Kepada Masyarakat Vol. 4 No. 2 (2023)
Publisher : Universitas Pendidikan Nasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38043/parta.v4i2.4463

Abstract

The problem faced by the MSMES group (Local Culinary) is their inability to utilize digital media to promote the culinary culture of the community in Ungasan Village, Kuta Selatan Sub-district, and Badung Regency. The purpose of this activity is to provide social media training to the MSMES group (Local Culinary) to enable them to use digital media professionally. The expected benefits are that the MSMES group (Local Culinary) will be able to increase their product sales online and expand their market share. The methodology of this activity includes providing digital marketing training and giving an understanding of all the activities that can be done by the MSMES group (Local Culinary), from creating photo and video content with captions to making content calendars and using them. Advertising through social media and email to promote their business. The results of this activity are the creation of professional product image and video content, planned content calendars, and the use of advertisements to promote their products. This activity also benefits Politeknik Negeri Bali as the implementing institution by sharing knowledge with the wider community.
Peran Online Travel Agent (Ota) dalam Mendukung Proses Reservasi Kamar di Discovery Kartika Plaza Hotel: Studi Kualitatif Dengan Analisis Tematik Ni Komang Junita Mentarya Putri; I Putu Yoga Laksana; I Wayan Wirga
Jurnal Manajemen dan Ekonomi Kreatif Vol. 4 No. 3 (2026): Juli: Jurnal Manajemen dan Ekonomi Kreatif
Publisher : Universitas Kristen Indonesia Toraja

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59024/jumek.v4i3.724

Abstract

The rapid advancement of digitalization has triggered a fundamental shift in the distribution system of the hospitality industry. This study aims to analyze the strategic contribution of Online Travel Agents (OTAs) in improving room reservation efficiency, identify supporting factors and operational technical constraints, and develop an ideal operational workflow. This study was motivated by the fluctuating occupancy rate at Discovery Kartika Plaza Hotel, which declined from 77.33% to 68.84%, accompanied by a decrease in OTA market performance from 51.22% to 48.94%. The research employed a descriptive qualitative method using Braun and Clarke’s thematic analysis approach. Primary data were collected through in-depth interviews with three key informants from the revenue management and e-commerce departments, complemented by field observations and document analysis. Data validity was ensured through source and method triangulation. The findings confirm that OTAs serve as a key pillar of the digital distribution ecosystem through automatic two-way integration with the Opera Property Management System (PMS) via the SiteMinder Channel Manager. Operational effectiveness is supported by stable technological infrastructure and optimized content quality scores. Conversely, data mapping synchronization delays (mapping lag) and limited system modification authority constitute the main technical constraints, potentially leading to overbooking. As a mitigation strategy, this study proposes a new operational workflow that incorporates proactive system monitoring to minimize data errors. The study concludes that digital platform automation requires consistent managerial oversight to sustainably optimize hotel revenue.
Analisis Perbaikan Kualitas Pelayanan dan Kualitas Produk terhadap Kepuasan Pelanggan pada UMKM Ngopi Pojok 98’s I Made Bimas Cass Tanjung; Made Ayu Jayanti Prita Utami; I Wayan Wirga
JURNAL MANAJEMEN DAN BISNIS EKONOMI Vol. 4 No. 3 (2026): Juli: JURNAL MANAJEMEN DAN BISNIS EKONOMI
Publisher : Institut Teknologi dan Bisnis (ITB) Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54066/jmbe-itb.v4i3.4370

Abstract

The increasing competition in the coffee shop industry requires Micro, Small, and Medium Enterprises (MSMEs) to continuously improve service quality and product quality to maintain customer satisfaction and business sustainability. Ngopi Pojok 98 experienced a decline in revenue over several months, indicating potential problems related to service performance and product consistency. This study aims to analyze the improvement of customer satisfaction after implementing service quality and product quality enhancements at Ngopi Pojok 98. This research employed a quantitative approach using a One Group Pretest–Posttest Design. The sample consisted of 50 respondents selected through purposive sampling. Data were collected using questionnaires administered before and after the improvement program and analyzed using validity tests, reliability tests, the Shapiro–Wilk normality test, and the Paired Sample t-Test with the assistance of SPSS software. The results showed that all instruments were valid and reliable. The normality test indicated a significance value of 0.291 (>0.05), confirming normal data distribution. Furthermore, the Paired Sample t-Test produced a significance value of 0.000 (<0.05), indicating a significant difference in customer satisfaction before and after the improvements. The average satisfaction score increased from 29.68 to 34.88. These findings confirm that enhancing service quality and product quality effectively improves customer satisfaction in coffee shop MSMEs.
Co-Authors Ayu Mirah Kencanawati Gede, I Gusti Ketut I Made Bimas Cass Tanjung I Putu Yoga Laksana Ida Ayu Putri Widiasuari Riyasa Made Ayu Jayanti Prita Utami Ni Komang Junita Mentarya Putri Ni Putu Angelyani Sugiantari Putri Nyoman Indah Kusuma Dewi Putra, I Komang Mahayana Reyes, Alma Pia Garcia SANJAYA, IDA BAGUS Saputra, Upayana Wiguna Eka Yasa, I Ketut