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All Journal E-Jurnal Ekonomi dan Bisnis Universitas Udayana
Ni Made Wulandari Kusumadewi
Fakultas Ekonomi dan Bisnis, Universitas Udayana, Bali, Indonesia
Economics, Econometrics & Finance Education

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PERAN BRAND AWARENESS MEMEDIASI PENGARUH VIRAL MARKETING TERHADAP KEPUTUSAN PEMBELIAN Ni Luh Putu Gangga Rahayu; Ni Made Wulandari Kusumadewi
E-Jurnal Ekonomi dan Bisnis Universitas Udayana VOLUME.12.NO.02.TAHUN.2023
Publisher : Fakultas Ekonomi dan Bisnis Universitas Udayana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24843/EEB.2023.v12.i02.p17

Abstract

This study aims to examine and explain the role of brand awareness in mediating the influence of viral marketing on purchasing decisions. This research was conducted in Denpasar City. The population of this study is all people in Denpasar City who consume and buy Lemonilo instant noodle products and know the viral marketing of Lemonilo instant noodles. The number of samples used is as many as 120 respondents with non-probability sampling technique, especially purposive sampling method. Data collection in this study was carried out using a questionnaire method which was distributed online by the researcher with the help of a google form. The data analysis technique used is path analysis to analyze the pattern of relationships between variables and using the Sobel test to determine the role of mediating variables. The results of the analysis and discussion of this study found that viral marketing has a positive and significant effect on purchasing decisions, viral marketing has a positive and significant effect on brand awareness, brand awareness has a positive and significant effect on purchasing decisions, and brand awareness mediates the influence of viral marketing on purchasing decisions.
PERAN CITRA MEREK MEMEDIASI PENGARUH KEPUASAN PELANGGAN TERHADAP NIAT MENGGUNAKAN KEMBALI E-COMMERCE LAZADA Ni Gusti Ayu Putri Anggraeni; Ni Made Wulandari Kusumadewi
E-Jurnal Ekonomi dan Bisnis Universitas Udayana VOLUME.12.NO.03.TAHUN.2023
Publisher : Fakultas Ekonomi dan Bisnis Universitas Udayana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24843/EEB.2023.v12.i03.p19

Abstract

Lazada is one of the largest e-commerce applications in Indonesia. In order to survive in the business, Lazada must ensure that its users are willing to reuse the application on an ongoing basis. The purpose of this study is to explain the effect of customer satisfaction on intention to reuse Lazada e-commerce users in Badung which is mediated by brand image. The sample used is 100 respondents who have done online shopping at Lazada and are domiciled in Badung. Samples were obtained using purposive sampling. Data was collected by distributing online questionnaires. Data was analyzed using path analysis and Sobel test. The results found that customer satisfaction has apositive significant effect on intention to reuse, customer satisfaction has positive significant effect on brand image, brand image has positive significant effect on intention to reuse and brand image mediates the effect of customer satisfaction on the intention to reuse e-commerce Lazada.
PERAN KEUNGGULAN BERSAING DALAM MEMEDIASI PENGARUH ORIENTASI PASAR TERHADAP KINERJA PEMASARAN I Made Yoga Wiratama Putra; Ni Made Wulandari Kusumadewi
E-Jurnal Ekonomi dan Bisnis Universitas Udayana VOLUME.12.NO.04.TAHUN.2023
Publisher : Fakultas Ekonomi dan Bisnis Universitas Udayana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24843/EEB.2023.v12.i04.p14

Abstract

Marketing performance is a measure of a company to find out consumer needs and build relationships with consumers to achieve organizational goals in achieving company profits. Every business venture has an interest in proving the performance achieved with the achievement standards that have been prepared and agreed upon within the organization. Standardization of performance measures becomes important as a guide to assess the performance of a business. This study aims to determine the role of competitive advantage in mediating the effect of market orientation on marketing performance (study on apparel SMEs in Denpasar). This study used a sample of 50 apparel SMEs in Denpasar City. The method used in this study is a survey method with a questionnaire technique and interviews with statistical analysis tools inferential path analysis. The results of this study indicate that market orientation has a positive and significant effect on the marketing performance of apparel SMEs in Denpasar City. Market orientation has a positive and significant impact on the competitive advantage of apparel SMEs in Denpasar City. Competitive advantage has a positive and significant impact on the marketing performance of apparel SMEs in Denpasar City. Competitive advantage is a variable mediating the influence of market orientation on the marketing performance of apparel SMEs in Denpasar City.
Co-Authors I Made Yoga Wiratama Putra Ni Gusti Ayu Putri Anggraeni Ni Luh Putu Gangga Rahayu