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All Journal Jurnal Penelitian dan Pengembangan Sains dan Humaniora (JPPSH) Jurnal Ilmiah Wahana Pendidikan Prima Abdika: Jurnal Pengabdian Masyarakat Edunity: Kajian Ilmu Sosial dan Pendidikan Journal of Social Science Asian Journal of Management Analytics Journal of Economics and Public Health
Ni Made Asti Aksari, Ni Made Asti
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Religion Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Public Health Social Sciences Other

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Pengaruh Experiential Marketing dan Electronic Word of Mouth Terhadap Revisit Intention Melalui Brand Image Sebagai Variabel Mediasi Suparno, I Nyoman; Aksari, Ni Made Asti
Jurnal Penelitian dan Pengembangan Sains dan Humaniora Vol. 7 No. 2 (2023): Juli
Publisher : Universitas Pendidikan Ganesha

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.23887/jppsh.v7i2.54873

Abstract

Adanya penurunan kunjungan yang diakibatkan lemahnya revisit intension, sehingga diperlukan strategi pemasaran yang efektif agar sesuai dengan preferensi konsumen. Penelitian bertujuan ini untuk menguji dan menjelaskan peran brand image dalam memediasi hubungan experiential marketing dan eWOM terhadap revisit intention. Penelitian ini menggunakan pendekatan kuantitatif dan merupakan penelitian asosiatif.  Subjek penelitian ini adalah konsumen yang pernah berkunjung ke Cafe Green Kubu Ubud.  Data terdiri dari 100 sampel dan teknik analisis yang digunakan adalah Structural Equation Model (SEM) dengan menggunakan alat analisis berupa software SmartPLS 3.2.9. Adapun kesimpulan dalam penelitian ini adalah experiential marketing berpengaruh positif dan signifikan terhadap brand image dan revisit intention, eWOM berpengaruh positif dan signifikan terhadap brand image dan revisit intention, brand image berpengaruh positif dan signifikan terhadap revisit intention, dan brand image mampu memediasi secara parsial pengaruh experiential marketing dan eWOM terhadap revisit intention pada Cafe Green Kubu.  Penelitian ini mempunyai implikasi teoritis, yaitu hasil penelitian ini mampu memperkuat beberapa penelitian sebelumnya, serta mempunyai implikasi praktis bagi para pelaku bisnis kuliner khususnya Cafe Green Kubu.
Literature Review Sensory Marketing Analysis: Theoretical Foundations, Practical Applications, and Their Impact on Consumer Behavior Richadinata, Kadek Riyan Putra; Wardana, I Made; Ekawati, Ni Wayan; Aksari, Ni Made Asti
Journal of Economics and Public Health Vol 3 No 4 (2024): Journal of Economics and Public Health: December 2024
Publisher : Global Health Science Group

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37287/jeph.v3i4.5391

Abstract

Sensory marketing has emerged as an important strategy for businesses aiming to create lasting impressions and emotional connections with consumers. This study explores the theoretical foundations, practical applications, and impact of sensory marketing on consumer behavior. Sensory stimuli—such as visual, auditory, olfactory, gustatory, and tactile elements—play a critical role in shaping consumer perceptions and behaviors. The study suggests that sensory marketing not only influences immediate purchase decisions but also fosters long-term brand loyalty by creating memorable experiences. This study systematically reviews the current literature to evaluate the effectiveness of sensory marketing across multiple contexts, including physical retail environments, e-commerce, and the luxury goods market. data search with the keywords typed to search for articles are: "sensory marketing impact on consumer behavior", "sensory marketing impact on purchase intention", "sensory marketing impact on digital purchase decision", "Sensory marketing impact on purchase satisfaction", " sensory marketing impact on Product Perception”, “sensory marketing impact on price perception and “sensory marketing impact on with result 13 article that meet the inclusion and exclusion criteria” from 2014-2024. The study found that sensory marketing can enhance brand differentiation and consumer engagement, especially when integrated across multiple sensory touchpoints. the study highlights the importance of sensory consistency in building trust and loyalty. The reviewed studies emphasize the significant influence of sensory elements such as scent, color, music, and product packaging on consumer satisfaction, purchase intention, and decision-making processes, such as virtual reality and immersive e-commerce experiences, have also been identified as key drivers of sensory marketing success. The interaction of sensory stimuli and consumer responses is critical to developing effective marketing strategies that enhance consumer experiences and foster brand loyalty in today's competitive marketplace.
The Effect of Augmented Reality Virtual Try-On on Purchase Intention Mediated by Perceived Enjoyment (Study on Revlon Products in Denpasar City) Mohamad Ardiansyah Wahyudin; Aksari, Ni Made Asti
Asian Journal of Management Analytics Vol. 3 No. 4 (2024): October 2024
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/ajma.v3i4.10935

Abstract

This study aims to examine and explain the effect of augmented reality virtual try-on on purchase intention mediated by perceived enjoyment of Revlon products on Shopee. Using purposive sampling, this research was conducted on 130 women in Denpasar City who are cosmetic users and Shopee application users. Data collection was carried out through the distribution of questionnaires both offline and online via Google Forms. This study used path analysis techniques and the Sobel test. The findings indicate that augmented reality virtual try-on have a positive and significant effect on purchase intention and perceived enjoyment. Perceived enjoyment also has a positive and significant effect on purchase intention. Furthermore, perceived enjoyment can mediate the effect of augmented reality virtual try-on on purchase intention. If the virtual try-on feature effectively stimulates user engagement, it enhances the perceived enjoyment of the experience, which subsequently leads to a positive response in the form of increased purchase intention. It is recommended that Revlon ensure the color accuracy of the virtual try-on feature closely matches the actual product colors. Additionally, Revlon should consider providing feedback to Shopee to improve the feature's realism, detail, and interactivity.
The Role Of Fear Of Missing Out In Mediating The Influence Of Hedonic Motivation On Compulsive Buying (Study On Marketplace Users In Denpasar City) Wiguna, Komang Gd Cahya; Aksari, Ni Made Asti; Rahanatha, Gede Bayu; Nurcaya , I Nyoman
Journal Of Social Science (JoSS) Vol 4 No 8 (2025): JOSS: Journal of Social Science
Publisher : Al-Makki Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.57185/joss.v4i8.489

Abstract

Digital transformation has changed consumer behavior patterns, including an increase in marketplace users that encourage compulsive buying behavior among generation Z. Data from the Ministry of Trade of the Republic of Indonesia in 2024 shows that the number of marketplace users will increase from 38.72 million in 2020 to 58.63 million in 2023 and is predicted to reach 99.1 million in 2029. This study aims to determine the influence of hedonic motivation on compulsive buying and test the role of fear of missing out (FoMO) as a mediating variable. The research was conducted in Denpasar City with a quantitative approach and purposive sampling method on 100 marketplace user respondents. The analysis technique used is path analysis. The results of the study showed that hedonic motivation had a positive and significant effect on compulsive buying and FoMO. FoMO also has a positive and significant effect on compulsive buying and partially mediates the relationship between hedonic motivation and compulsive buying. The conclusions of this study show that hedonic motivation and FoMO play an important role in encouraging excessive shopping behavior in the marketplace.
The Role Of Hedonic Motivation Mediating The Effect Of Augmented Reality Marketing On Buying Intention (Study of the Loreal Paris Brand in Indonesia on the Shopee Application) Kusuma, I Gede Antara Wijaya; Setiawan, Putu Yudi; Ekawati, Ni Wayan; Aksari, Ni Made Asti
Edunity Kajian Ilmu Sosial dan Pendidikan Vol. 3 No. 7 (2024): Edunity : Social and Educational Studies
Publisher : PT Publikasiku Academic Solution

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.57096/edunity.v3i7.275

Abstract

This study examines the effect of augmented reality-based marketing on consumer purchase intention, with hedonic motivation acting as mediation. In the context of L'Oreal Paris cosmetic products sold on the Shopee platform. This study uses a sample of 110 respondents with 11 indicators to fill out a questionnaire to raise the relevance of augmented reality technology in enhancing a more immersive online shopping experience, namely the merging of the real and digital worlds and the personal world, which can significantly affect consumer purchase intentions. Through the use of the Virtual Try-On AR feature in Shopee, consumers can see the application of cosmetic products virtually on their faces, which not only enhances product information but also provides a fun and satisfying shopping experience. Data was collected from Shopee users in Denpasar, Bali, who have used this augmented reality feature and analyzed using a quantitative approach. The results showed that hedonic motivation plays an important role in mediating the relationship between augmented reality marketing and purchase intention, signifying that emotional satisfaction from the augmented reality experience increases the likelihood of purchase. This research provides valuable insights for digital marketing and e-commerce practitioners to optimize augmented reality strategies in increasing consumer purchase intention. By understanding the effects of augmented reality marketing through hedonic motivation, brands can more effectively design user experiences that are not only informative but also entertaining and emotionally satisfying, thereby increasing consumer purchase intentions.
Pemberdayaan Koperasi Serba Usaha di Kecamatan Tampaksiring Melalui Penguatan Financial Literacy Dewi, Luh Gede Krisna; Ariyanto, Dodik; Penindra, I Made Dwi Budiana; Aksari, Ni Made Asti
Prima Abdika: Jurnal Pengabdian Masyarakat Vol. 5 No. 1 (2025): Volume 5 Nomor 1 Tahun 2025 (Maret)
Publisher : Program Studi Pendidikan Guru Sekolah Dasar Universitas Flores Ende

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37478/abdika.v5i1.4915

Abstract

The Banjar Malet Multi-Business Cooperative in Manukaya Village is one of the cooperatives that has the potential to increase community empowerment around the Tampaksiring Gianyar District. This cooperative has great potential with 276 members, but still requires improvements in governance and human resource capabilities, especially regarding financial literacy, credit analysis, and the use of information technology in cooperative operations. The aim of this Community Service is to accelerate the spread of science and technology to the community, especially increasing financial literacy, cooperative management, and the use of information technology in cooperative management. The method of service activities is carried out through socialization, training, application of technology and mentoring, as well as evaluation for program sustainability. The results of the activity show that there is an increase in cooperative managers' understanding of financial literacy, analysis of credit provision, and the application of technology in the form of increased knowledge of using Excel in preparing cooperative reports. At the evaluation stage, it was discovered that this Community Service activity was successful in improving the human resource capabilities of cooperative managers and improving the quality of cooperative governance for the better.
Peran Kesadaran Merek Dalam Memediasi Pengaruh Kredibilitas Celebrity Endorser Terhadap Niat Beli keilani, akilah; Aksari, Ni Made Asti
Jurnal Ilmiah Wahana Pendidikan Vol 10 No 3 (2024): Jurnal Ilmiah Wahana Pendidikan
Publisher : Peneliti.net

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.5281/zenodo.10633235

Abstract

This study aims to analyze and explain the role of brand awareness in mediating the effect of celebrity endorser credibility on purchase intention at Blibli e-commerce. This research was conducted in Denpasar City with a total sample of 120 respondents. Purposive sampling method was used to determine the research sample. Data collection was carried out by distributing questionnaires as measured by 10 indicators using a Likert scale. The data analysis technique used to answer the proposed hypothesis is path analysis, Sobel test and VAF test. The results showed that the credibility of the celebrity endorser had a positive and significant effect on purchase intention on Blibli e-commerce, brand awareness had a positive and significant effect on purchase intention on Blibli e-commerce, and brand awareness played a partial role in mediating the variable of celebrity endorser credibility on purchase intention. The conclusion of this research in general proves that brand awareness makes a significant contribution to e-commerce that uses the services of celebrities to advertise products that are marketed with the aim of increasing consumer desire to buy. The implications of this study prove that celebrity endorser credibility and high brand awareness will encourage the intention of potential consumers to make purchases.
Co-Authors Dewi, Luh Gede Krisna DODIK ARIYANTO Gede Bayu Rahanatha I Made Dwi Budiana Penindra I Made Wardana keilani, akilah Kusuma, I Gede Antara Wijaya Mohamad Ardiansyah Wahyudin Ni Wayan Ekawati Nurcaya , I Nyoman Putu Yudi Setiawan Richadinata, Kadek Riyan Putra Suparno, I Nyoman Wiguna, Komang Gd Cahya