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Peran Keunggulan Bersaing Memediasi Pengaruh Inovasi Bisnis dan Promosi Media Sosial terhadap Kinerja Pemasaran Guntara, Alpin Angga; Yasa, Ni Nyoman Kerti
Ekuitas: Jurnal Pendidikan Ekonomi Vol. 12 No. 2 (2024)
Publisher : Fakultas Ekonomi Universitas Pendidikan Ganesha

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.23887/ekuitas.v12i2.85266

Abstract

This research seeks to explain how competitive advantage mediates the effects of business innovation and social media promotion on the marketing performance of the Ate handicraft industry in Karangasem Regency. The study’s population includes all Ate artisans in Karangasem, with a sample of 140 artisans selected through purposive sampling. Path analysis using SEM-PLS was applied. The findings show that both business innovation and social media promotion have a significant positive effect on marketing performance. Additionally, business innovation and social media promotion positively and significantly influence competitive advantage, which in turn significantly improves marketing performance. Competitive advantage also partially mediates the impact of business innovation and social media promotion on marketing performance. Thus, it is essential for Ate craftsmen in Karangasem to continuously enhance business innovation and social media promotion to boost their competitive edge and marketing performance.
Peran Keunggulan Bersaing Memediasi Pengaruh Inovasi Bisnis dan Promosi Media Sosial terhadap Kinerja Pemasaran Guntara, Alpin Angga; Yasa, Ni Nyoman Kerti
Ekuitas: Jurnal Pendidikan Ekonomi Vol. 12 No. 2 (2024)
Publisher : Fakultas Ekonomi Universitas Pendidikan Ganesha

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.23887/ekuitas.v12i2.85266

Abstract

This research seeks to explain how competitive advantage mediates the effects of business innovation and social media promotion on the marketing performance of the Ate handicraft industry in Karangasem Regency. The study’s population includes all Ate artisans in Karangasem, with a sample of 140 artisans selected through purposive sampling. Path analysis using SEM-PLS was applied. The findings show that both business innovation and social media promotion have a significant positive effect on marketing performance. Additionally, business innovation and social media promotion positively and significantly influence competitive advantage, which in turn significantly improves marketing performance. Competitive advantage also partially mediates the impact of business innovation and social media promotion on marketing performance. Thus, it is essential for Ate craftsmen in Karangasem to continuously enhance business innovation and social media promotion to boost their competitive edge and marketing performance.
The Influence of Product Quality, Brand Image, and E-Wom on Repurchase Intention of Samsung Brand Smartphones I Made Dananjaya; Ni Nyoman Kerti Yasa
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.v2i1.378

Abstract

The development of information and communication technology has significantly changed consumer behavior, especially in the smartphone industry. Samsung as one of the leading smartphone manufacturers, is ranked first based on data from the 2024 Top Brand Award. Superior product quality, positive brand image, and good e-WOM are estimated to play a significant role in influencing consumer decisions to make repeat purchases. This study aims to determine the effect of product quality, brand image and E-WOM on repurchase intentions. The location of this research is in Tabanan Regency. The data collection technique used is a questionnaire. The population uses the Tabanan Regency community who have used Samsung smartphones, with a sample of 100 respondents. The data analysis techniques used are Descriptive Statistical Analysis, Research Instrument Test, Classical Assumption Test, Multiple Linear Regression, t-Test, F-Test, Determination and Beta Coefficient. Based on the results of the study, it was found that product quality has a positive and significant effect on repurchase intentions, brand image has a positive and significant effect on repurchase intentions, and E-WOM has a positive and significant effect on repurchase intentions. The suggestion that can be given by the researcher is that Samsung is expected to maintain product quality, build a strong brand image, and manage e-WOM well. This is an effective strategy to increase consumer desire and encourage consumers to repurchase.
The antecedents of purchase intention of local brands: A systematic literature review Septiani, Emilia; Kerti Yasa, Ni Nyoman; Ekawati, Ni Wayan; Sukaatmadja, I Putu Gde
Asian Management and Business Review Volume 4 Issue 2, 2024
Publisher : Master of Management, Department of Management, Faculty of Business and Economics Universitas Islam Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.20885/AMBR.vol4.iss2.art6

Abstract

This study reviews and summarizes empirical findings on the determinants of local brand purchase intentions over the past five years. It aims to provide a comprehensive understanding of the literature for future researchers by using a systematic literature review approach to identify key influencing factors. A total of 34 empirical research articles from 2018 to 2022 were reviewed. The dominant theory applied was brand management, found in nine articles (26%), followed by social identity theory in four articles (11.8%), consumer behavior in three articles (8.9%), and country of origin in two articles (5.9%). Most studies focused on emerging or developing countries. The review identified six main theories used to explain local brand purchase intentions: brand management, consumer behavior, consumer culture positioning, country of origin, social identity, and the theory of reasoned action. The findings highlight a strong correlation between these theories and the likelihood of purchasing local brands, though results varied. Further research is needed to understand the complex interplay of these factors fully.
PERUMUSAN STRATEGI PEMASARAN WARUNG MAKAN BABI GULING “CANDRA” BERBASIS ANALISIS SWOT Dhea Praba Wati; Nyoman Pradnyaswari; Ni Nyoman Kerti Yasa
E-Jurnal Manajemen Vol 13 No 7 (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.i07.p01

Abstract

Warung Babi Guling “Candra” merupakan salah satu perusahaan yang menerapkan metode pemasaran, karena pemasaran merupakan kegiatan pokok setiap perusahaan guna mencapai tujuan perusahaan itu sendiri. Penelitian ini bertujuan untuk mengidentifikasi strategi pemasaran dari Warung Babi Guling “Candra” dalam menjalankan bisnisnya. Penelitian ini bertujuan untuk mengidentifikasi variabel variabel eksternal yang dihadapi dan internal yang dimiliki. Penelitian ini merupakan penelitian kualitatif deskriptif. Penelitian ini dilakukan pada Warung Makan Babi Guling Candra. Pendekatan yang digunakan dalam penelitian ini adalah dengan menggunakan analisis lingkungan eksternal dan internal (Analisis SWOT). Analisis SWOT menghasilkan kemampuan identifikasi peluang, ancaman, kekuatan, dan kelemahan perusahaan yang disajikan dalam Tabel EFAS dan Tabel IFAS. Selanjutnya, dilanjutkan dengan pemetaan hasil Tabel EFAS dan Tabel IFAS ke dalam Matrik Internal-Eksternal. Hasil analisis menunjukkan bahwa Warung Makan Babi Guling Candra pada matrik I-E berada pada kuadran IV yaitu Strategi growth and build. Warung Babi Guling "Candra" is one of the companies that applies marketing methods, because marketing is the main activity of every company to achieve the goals of the company itself. This study aims to identify the marketing strategy of Warung Babi Guling "Candra" in running its business. This study aims to identify external variables encountered and internal variables owned. This research is a descriptive qualitative research. This research was conducted at Candra's Babi Guling Food Stall. The approach used in this study is to use an analysis of the external and internal environment (SWOT analysis). SWOT analysis produces the ability to identify opportunities, threats, strengths and weaknesses of the company which are presented in the EFAS Table and IFAS Table. Next, it is continued with mapping the results of the EFAS Table and IFAS Table into the Internal-External Matrix. The results of the analysis show that Candra's Babi Guling Food Stall in the I-E matrix is in quadrant IV, namely the growth and build strategy.
PELATIHAN DAN PEMBUATAN WEBSITE MARKETING UNTUK MEMPERKUAT BRAND IMAGE DESA BELIMBING KABUPATEN TABANAN SEBAGAI DESA WISATA Sukaatmadja, Putu Gde; Kerti Yasa, Ni Nyoman; Agung Widagda, Anak Agung Ngurah Jaya; Dewi Adnyani, Gusti Ayu; Dewi Rahmayanti, Putu Laksmita
Jurnal Pengabdian Kepada Masyarakat Patikala Vol. 2 No. 1 (2022): ABDIMAS PATIKALA
Publisher : Education and Talent Development Center of Indonesia (ETDC Indonesia)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.51574/patikala.v2i1.562

Abstract

Dari hasil survey awal diperoleh informasi bahwa Desa Belimbing, yang terletak di Kecamatan Pupuan, Kabupaten Tabanan, memiliki potensi tinggi untuk dikembangkan sebagai desa wisata, belum memiliki website khusus untuk mempromosikannya sebagai desa wisata. Saat ini Desa Belimbing sudah memiliki website tetapi sifatnya masih umum dan menyeluruh, memuat informasi tentang karakteristik desa, pengurus desa dan kegiatan yang sudah dilaksanakan, serta beberapa produk wisata. Berdasarkan hasil wawancara awal dengan bapak Kepala Desa Belimbing, bapak I Nyoman Surianto, memang merasa perlu dibuatkan website marketing sebagai sarana promosi untuk lebih memperkuat brand image Desa Belimbing sebagai desa wisata, sehingga itu berdampak pada kunjungan wisatawan baik wisatawan nusantara maupun mancanegara ke desa ini pada saat sekarang, dan jangka panjang setelah pandemi COVID-19 berakhir, tentunya berharap kedatangan wisatawan internasional datang ke Desa Belimbing. Kondisi inilah yang mendorong kegiatan pengabdian masyarakat ini perlu dilakukan untuk membuatkan website marketing Desa Belimbing sebagai desa wisata sehingga brand image akan semakin kuat, dan menjadikan pilihan utama wisatawan kalau ingin menikmati tempat wisata di Bali. Oleh karena itu tujuan pengabdian masyarakat ini adalah untuk memberikan pelatihan kepada perangkat desa dan masyarakat desa dan membuatkan website marketing bagi Desa Belimbing dalam rangka memperkuat brand image-nya sebagai desa wisata. Website marketing yang dibuat dapat diakses juga melalui website Desa Belimbing yang sudah ada, dan juga dapat diakses melalui kanal You Tube dan dapat ditonton oleh semua target pasar yaitu wisatawan yang ingin berkunjung ke desa Belimbing. Kondisi ini tentunya memberikan multiflier effect kepada masyarakat sekitar, seperti warung makan menjadi semakin laris, hasil petani, seperti buah-buahan semakin laku, dan tingkat kesejahteraan masyarakat secara umum juga meningkat.
STRATEGI PENGEMBANGAN USAHA SEKTOR WELLNESS TOURISM PADA AYU SPA BALI: Indonesia Ariarta, Putu Agus Yoga Brahmanda; Angga Guntara, Alpin; Yasa, Ni Nyoman Kerti
Jurnal Pijar Vol 1 No 4 (2023): Jurnal Pijar : Studi Manajemen dan Bisnis
Publisher : PT Naureen Digital Education

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

This research aims to identify the opportunities, threats, strengths, and weaknesses of Ayu Spa Bali in Badung Regency, Bali. The results of this identification will be used as the basis for developing business development strategies. The approach used in this research is the SWOT Analysis and Internal- External Matrix. The research findings indicate that Ayu Spa Bali has strong strengths and favorable opportunities in its effort to expand its business. Based on the existing environmental conditions, Ayu Spa Bali is positioned in the Growth stage (concentric diversification). Therefore, the suitable business strategy to be developed is the concentric diversification strategy, with a focus on product diversification, differentiation, product branding, and maximizing collaborations with professionals
Pelatihan dan Pendampingan Penyusunan SOP Pelayanan Bagi Pedagang di Pasar Kertasari, Kabupaten Badung Giantari I G. A. Ketut; Sukaatmadja I Putu Gde; Ekawati Ni Wayan; Adnyani Dewi I G. A; Kerti Yasa Ni Nyoman; Purbadharmaja Ida Bagus Putu; Tirtayani I Gusti Ayu
Jurnal Mitra Pengabdian Farmasi Vol. 1 No. 2 (2022): Februari 2022
Publisher : Akademi Farmasi YPPM Mandiri

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

This community service is carried out against the background of the wishes of the market head and traders who want to give satisfaction to buyers who shop at the Kertasari market. To give satisfaction to buyers, one way that can be taken is to provide the best service. Therefore, the purpose of this service is to provide understanding to market leaders and traders about the process of providing the best quality service. This service is in the form of a day training with resource persons: Dr. I Putu Gde Sukaatmadja, SE, MP, and continued with weekly consultations or mentoring after 2 times of training. This service takes place in the Kertasari Market, Badung Regency. After the service is carried out, the traders know the Standard Operating Procedure (SOP) of service, from greeting, serving with a smile, to saying thank you. If it can be implemented properly, then buyer satisfaction at the Kertasari Market, Badung Regency will increase.
Co-Authors A. A. Ayu Tirtamara A.A Sagung Ayu Wulandari,, A.A Sagung Ayu Abdulah Jawas Adinda Fauziyyah Djayadiningrat Adnyani Dewi I G. A Adnyani, I G. A Dewi Adya Hermawati Agung Widagda, Anak Agung Ngurah Jaya Anak Agung Diah Tarama Devi Anak Agung Gede Agung Artha Kusuma Anak Agung Gede Satrya Anggara Putra Ananda, Putu Divira Vidya Angga Guntara, Alpin Anggara Reza Aditya Putra Anjani, Dian Pramudhita Ariarta, Putu Agus Yoga Brahmanda Arya Nugraha Suryaatmaja Ayu Desi Indrawati Ayu Prasetya Dewi Bayu Prawira Boy Winawan Chyntia Maureen Lomi Cokorda Istri Praba Cika Partha Danghyang Reksa Maruto Daru Asih Desak Ketut Sintaasih Dewi Adnyani, Gusti Ayu Dharmanatha, I Gede Bagus Dwijaya Dharmanegara, Ida Bagus Agung Dhea Praba Wati Ekawati Ni Wayan Elvino Bonaparte do Rêgo Enrique Made Reidia Gana Purwa Eugenia Sartini Mega Dewi Gede Bayu Rahanatha Gede Bayu Rahantha Giantari I G. A. Ketut Giantari, I G. A. K. Giantari, I Gst Ayu Ketut Guntara, Alpin Angga Gusti Ngurah Joko Adi Negara H. Rahyuda Henny Rahyuda Hermawaty, Nadia Holil Pujiyati I Dewa Ayu Intan Kirana I Dewa Gede Wilanta Tintara I G. A. Dewi Adnyani I G. A. Ketut Giantari I G. A. Ngr Jaya Widagda I G. R. M. TEMAJA I G.N. Jaya A. Widagda I G.N. Jaya Agung Widagda I Gde Ketut Warmika I Gede Beni Wirakusuma I Gede Riana I Gede Wiratama I Gst Ngurah Jaya Agung Widagda I Gst. A. Kt. Gd. Suasana I Gst. Ayu Ketut Giantari I Gusti Ayu Astarina I Gusti Ayu Dewi Adnyani I Gusti Ayu Ketut Giantari I Gusti Ayu Putri Anggrihita Prabhawedasattya I Gusti Ayu Tirtayani I Gusti Ayu Tirtayani I Gusti Ayu Wiwin Andayani I Gusti Bagus Satria Wisesa I Kadek Widiana I Ketut Rahyuda I Ketut Rahyuda I Komang Eddy Jaya Palwaguna I Komang Mahayana Putra I Komang Setiawan I Komang Trisna Eka Putra I Komang Wiramas Prayoga I Made Bagus Mas Ramaditya I Made Dananjaya I Made Jatra I Made Predanggapati Juana I Made Septian Pradnyan Dana I Made Surya Prayoga I Made Surya Prayoga I Made Wardana I Nengah Aryana I Nyoman Ari Kusuma I Nyoman Rasmen Adi I Putu Andika Angga Putra I Putu Danika Angga Putra I Putu Dicky Mahardika I Putu Gde Sukaatmadja I Putu Gede Sukaatmadja I Putu Widya Artana I Wayan Suartina Ida Ayu Agung Upadianti Jayantari Ida Ayu Putu Suryantari Ida Ayu Putu Widani Sugianingrat Ida Ayu Raras Aristyani Ida Ayu Raras Aristyani Ida Bagus Agung Dharmanegara Ida Bagus Agung Dharmanegara Ida Bagus Raka Suardana Indra Mahardika Irwanto Irwanto Joko Adinegara Kadek Dwita Prabandari Karlina Mechtildis Sindu Kenny Jaya Adinata Ketut Subawa Komang Sumerta Krismawintari, N.P.D. Leonel da Cruz Luh Pande Suryaningsih Luh Putu Rara Ayu Ratnaningrum Made Amilia Laksmi Putri Made Dhena Yunita Sari Made Dwi Listyandari Made Dwi Widya Saputra Made Kembar Sri Budhi Made Wara Sastra Martaleni - Meitha Evirasanti N P Khrisnia Suandari N.W Ekawati Nayda Al Khowarizmi Ryiadi Ni Kadek Nusanti Putri Ni Kadek Yudani Ni Komang Karisma Dewi Ni Luh Gede Sari Marta Kyana Ni Luh Putu Indiani Ni Luh Putu Mita Pramestya Utami Ni Luh Wayan Sayang Telagawathi Ni Made Dhian Rani Yulianti Ni Made Savitri Anggraeni Ni Nengah Maya Permata Sari Ni Nyoman Manik Yistiani Ni Nyoman Nuristiana Pratiwi Ni Nyoman Rsi Respati Ni Putu Ari Aryawati Ni Putu Devighita Tasya Maharani Ni Putu Eka Aprilisya Ni Putu Sawitri Ni Putu Tissa Noviandini Ni Putu Widantari Suandana Ni Wayan Ekawati Ni Wayan Ekawati Ni Wayan Mujiati Ni Wayan Sri Suprapti Ni Wayan Sri Suprapti Nosahari Febrin Jokohael Nyoman Agus Surya Nugraha Nyoman Candra Tri Wahyuni Nyoman Dara Paramita Nyoman Dara Paramita, Nyoman Dara Nyoman Gede Aditya Jay Medhika Nyoman Pradnyaswari Pratiwi Ni Luh Putu Mira Purbadharmaja Ida Bagus Putu Putra, I Putu Ogi Sayoga Putri Sofiah Sari Putu Agus Eka Rismawan Putu Andini Pradnya Dewi Putu Arina Hermarani Putu Dinda Mahadewi Aryadina Putu Gde Kamasaka Widiarta Putu Gde Sukaatmadja Putu Gde Sukaatmadja Putu Intan Paradictha Pradnya Putri, Putu Intan Paradictha Pradnya Putu Laksmita Dewi Rahmayanti Putu Laksmita Dewi Rahmayanti Putu Riska Widiartini Putu Yudi Setiawan Rahcmad Budi Suharto Rahmayanti , Putu Laksmita Dewi Rahmayanti, Putu Laksmita Dewi Rai Mutiara Sari Ratih Kusuma Dewi Robby Sondakh S.B.P. Handhajani Sari, Intan Pramitha Septiani, Emilia Setini, Made Sri Suprapti Sri Suprapti Suandari, Ni Putu Khrisnia Sukaatmadja I Putu Gde Surya Wijaya, Nyoman Suryaningsih, Luh Pande Tirtayani I Gusti Ayu Wardana, Miko Andi Wayan Yuniari Widagda, I Gst. Ngr. Jaya Agung Wiwin Andayani, I Gusti Ayu Wiwin Andayani, I Gusti Ayu