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All Journal Jurnal Penelitian dan Pengembangan Sains dan Humaniora (JPPSH) Journal of Social Science Asian Journal of Management Analytics Journal of Economics and Public Health
Ni Made Asti Aksari, Ni Made Asti
Unknown Affiliation
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Public Health Social Sciences

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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.
Co-Authors Gede Bayu Rahanatha I Made Wardana Mohamad Ardiansyah Wahyudin Ni Wayan Ekawati Nurcaya , I Nyoman Richadinata, Kadek Riyan Putra Suparno, I Nyoman Wiguna, Komang Gd Cahya