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All Journal JAM : Jurnal Aplikasi Manajemen JURNAL PENDIDIKAN EKONOMI: Jurnal Ilmiah Ilmu Pendidikan, Ilmu Ekonomi dan Ilmu Sosial Jurnal Maneksi (Management Ekonomi Dan Akuntansi) Asia-Pacific Management and Business Application Journal of International Conference Proceedings Jurnal Abdi Dharma Masyarakat EMAS
I Made Surya Prayoga
Program Magister Manajemen Universitas Udayana Jalan P.B. Sudirman, Denpasar, Bali, 80232
Humanities Decision Sciences, Operations Research & Management Dentistry Economics, Econometrics & Finance Electrical & Electronics Engineering Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences

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EXAMINING THE EFFECTS OF BRAND IMAGE, ONLINE CUSTOMER REVIEWS, AND GREEN MARKETING ON ONLINE PURCHASE DECISIONS FOR THE BODY SHOP AMONG SHOPEE USERS IN DENPASAR Juniari, Ni Kadek Dwi; Imbayani, I Gusti Ayu; Prayoga, I Made Surya
EMAS Vol. 6 No. 11 (2025): EMAS
Publisher : Program Studi Manajemen Fakultas Ekonomi dan Bisnis Universitas Mahasaraswati Denpasar.

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36733/emas.v6i11.13018

Abstract

Technological developments, especially the internet and social media, have influenced many aspects of people's lives, including how they shop. In Indonesia, marketplace platforms such as Shopee facilitate consumers to buy products online, including beauty products such as body mist. This study aims to analyze the influence of brand image, online customer reviews, and green marketing on the purchase decision of The Body Shop body mist in Denpasar City, Indonesia. Using a quantitative approach, this study collected data from 120 respondents who purchased The Body Shop body mist online. Multiple linear regression analysis showed that brand image, online customer reviews, and green marketing had a positive and significant effect on purchasing decisions. Brand image strengthened consumers' purchase intentions, while online reviews and the implementation of green marketing also increased trust and purchase interest. The results of this study provide insight into the importance of these factors in driving purchasing decisions on e-commerce platforms, particularly Shopee. This study suggests that companies should improve their brand image through education about sustainability, collaborate with influencers to increase positive reviews, and maximize green marketing strategies to boost interest in purchasing The Body Shop body mist products.
Green Awareness Effect on Consumers’ Purchasing Decision Prayoga, I Made Surya; Adiyadnya, Made Santana Putra; Putra, Bagus Nyoman Kusuma
APMBA (Asia Pacific Management and Business Application) Vol. 8 No. 3 (2020)
Publisher : Department of Management, Faculty of Economics and Business, Brawijaya University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/ub.apmba.2020.008.03.4

Abstract

Environmental conditions are influenced by the behavior of the community itself. In this transparent era public awareness as a consumer is very important. Green awareness is needed as a consideration for making purchasing decisions. Consumers must be careful in choosing products to consume. Production of green products requires efforts that make product prices higher than green products on the other hand high prices usually make it difficult for consumers to make purchasing decisions on that product. Companies must inform people of product specifications about the products they produce are green products. This research was conducted in well known tourist city in Indonesia, Denpasar, Bali by taking the subject of teenagers in Denpasar. using purposive sampling method with a total sample of 108 respondents. The results showed that environmental awareness has a positive but not significant effect on purchasing decisions. Green product awareness has a positive and significant effect on purchasing decisions. price awareness has a positive and significant influence on purchasing decisions and brand image awareness has a positive and significant effect on purchasing decisions.
Pengaruh Brand Image, Customer Experience dan Kualitas Layanan Terhadap Repurchase Decision Pada Toko Bangunan Mesari Press Saputra, I Wayan Eka; Mitariani, Ni Wayan Eka; Prayoga, I Made Surya
EMAS Vol. 7 No. 2 (2026): EMAS
Publisher : Program Studi Manajemen Fakultas Ekonomi dan Bisnis Universitas Mahasaraswati Denpasar.

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36733/emas.v7i2.13564

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh brand image, customer experience, dan kualitas layanan terhadap repurchase decision pada Toko Bangunan Mesari Press di Denpasar Selatan. Penelitian ini dilatarbelakangi oleh fluktuasi penjualan yang terjadi sepanjang periode Januari 2024 hingga Januari 2025 serta semakin ketatnya persaingan usaha di sektor bahan bangunan. Penelitian ini menggunakan pendekatan kuantitatif, dengan pengumpulan data dilakukan melalui penyebaran kuesioner kepada 114 responden yang ditentukan menggunakan kombinasi teknik purposive sampling dan accidental sampling. Data penelitian diolah menggunakan analisis regresi linier berganda yang didahului dengan pengujian validitas, reliabilitas, serta pemenuhan asumsi klasik. Hasil analisis menunjukkan bahwa brand image, customer experience, dan kualitas layanan secara bersama-sama memiliki pengaruh yang signifikan terhadap keputusan pembelian ulang, yang ditunjukkan oleh nilai Fhitung sebesar 69,444 dengan tingkat signifikansi 0,000. Secara terpisah, ketiga variabel tersebut juga terbukti memberikan pengaruh positif dan signifikan terhadap repurchase decision. Nilai koefisien determinasi sebesar 0,654 mengindikasikan bahwa sebesar 65,4% variasi keputusan pembelian ulang dapat dijelaskan oleh brand image, customer experience, dan kualitas layanan, sementara sisanya dipengaruhi oleh faktor-faktor lain di luar model penelitian. Temuan ini mengindikasikan bahwa peningkatan citra merek, pengalaman pelanggan, dan kualitas layanan merupakan strategi penting bagi Toko Bangunan Mesari Press untuk meningkatkan pembelian ulang konsumen.   This study aims to analyze the influence of brand image, customer experience, and service quality on repurchase decisions at the Mesari Press Building Store in South Denpasar. This study was motivated by sales fluctuations that occurred during the period from January 2024 to January 2025 and increasingly fierce competition in the building materials sector. This study uses a quantitative approach, with data collection conducted through the distribution of questionnaires to 114 respondents determined using a combination of purposive sampling and accidental sampling techniques. The research data was processed using multiple linear regression analysis preceded by validity, reliability, and classical assumption testing. The results of the analysis show that brand image, customer experience, and service quality together have a significant influence on repurchase decisions, as indicated by an F-count value of 69.444 with a significance level of 0.000. Separately, these three variables are also proven to have a positive and significant influence on repurchase decisions. The coefficient of determination value of 0.654 indicates that 65.4% of the variation in repurchase decisions can be explained by brand image, customer experience, and service quality, while the rest is influenced by factors outside the research model. These findings indicate that improving brand image, customer experience, and service quality are important strategies for Mesari Press Building Materials Store to increase consumer repurchases.
Co-Authors Atmaja, I Made Johan Wirya Berlianti, Alvina Cahyani, Ni Putu Fiska Handayani, Ni Kadek Indah Handayani, Ni Made Ari Putri I Gusti Ayu Imbayani I Komang Suryadnya Diputra I Made Wardana I WAYAN EKA SAPUTRA, I WAYAN EKA JS, I Putu Wahyu Dwinata Juniantari, Ni Made Rai Juniari, Ni Kadek Dwi Made Santana Putra Adiyadnya Mahatama, I Putu Candra Mentari, Ni Made Indah Ni Kadek Puspitasari, Ni Kadek Ni Nyoman Kerti Yasa Ni Putu Yeni Astiti Ni Wayan Eka Mitariani Novyantari, Ni Putu Widya Payanti, Ni Made Ari Dewi Putra, Bagus Nyoman Kusuma Putri, Ida Ayu Made Diah Kencana Putri, Made Ayu Metania Mertiari Putu Ari Pertiwi Sanjiwani Sari, Ni Putu Julia Komala Sukarini, Ni Kadek Ratna Tirtawati, Ni Luh Sari Usadi, Made Pradnyan Permana Wathi, Komang Ayu Cintya Widyawati, Ni Made Putri