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The Influence of Social Media Marketing, Brand Image, and Word of Mouth on Purchasing Decisions of Arak Bali Beverages in Bali Province Thompson, I Wayan Bima; Bagus Aristayudha, A. A. Ngurah; Surya Astitiani, Ni Luh Putu
West Science Interdisciplinary Studies Vol. 2 No. 10 (2024): West Science Interdisciplinary Studies
Publisher : Westscience Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/wsis.v2i10.1301

As a regional staple that is of considerable cultural and economic significance in the Bali region, Arak Bali is the subject of this study, which aims to investigate the influence that social media marketing, brand image, and word of mouth have on the decisions that customers make about the purchase of Arak Bali. In a preliminary study with 10 participants, it was discovered that twenty percent of respondents were more interested in purchasing Arak Bali, while eighty percent preferred alcoholic beverages that were imported from other countries. This was the finding of the survey. For the purpose of this investigation, a quantitative methodology is applied, with a specific emphasis placed on the positivist paradigm. In addition to that, a survey that is comprised of questionnaires and random sampling is utilized. This study is centered on individuals who are wine drinkers and who reside in the province of Bali. These individuals are the focus of the investigation. For the purpose of this experiment, the sampling was carried out using the method of random sampling, and samples were gathered from as many as one hundred different individuals. Subsequent to the implementation of a double linear regression analysis strategy, the data is processed with the help of SPSS software version 29, which is the method that is utilized for the purpose of data analysis. The conclusions of this study indicate that the significance value of social media marketing is 0.001 less than 0.05, the significance value of brand image is 0.007 less than 0.05, and the meaning value of word of mouth is 0.001 less than 0.05. As a result, it is possible to draw the conclusion, on the basis of the analysis of the data, that social media marketing, brand image, and word of mouth have a substantial positive influence on the decision to purchase Bali Beverages in the province of Bali. Based on the data, it can be concluded that good marketing through social media, the building of a powerful brand image, and positive word of mouth all have a significant impact on the decisions that consumers make regarding their purchases. These findings provide essential information that can be utilized by Arak Bali in the development of its marketing strategy in highly competitive sectors.

The Effect of E-Service Quality, Security, and Promotion on Customer Satisfaction of E-Commerce Shopee Prami Dewi, I Gusti Ayu Wilya Susmitha; Surya Astitiani, Ni Luh Putu; Widnyani, Ni Made
West Science Interdisciplinary Studies Vol. 2 No. 09 (2024): West Science Interdisciplinary Studies
Publisher : Westscience Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/wsis.v2i09.1257

The rapid advancement of information technology has led to the convergence of telecommunications and computer technologies. This shift has also influenced consumer behavior, with a growing number of individuals becoming more accustomed to online shopping, resulting in an increasing number of e-commerce users. Shopee, the leading e-commerce platform in Indonesia, has the highest number of website visits, positioning it as the top e-commerce site in the country. The purpose of this study is to analyze how e-service quality, security, and promotions influence e-customer satisfaction with Shopee among Generation Z in Denpasar. The study employs a descriptive quantitative research method with a sample size of 100 respondents. The t-test results for e-service quality reveal a t-value of 5.930, which is greater than the critical value of 1.984, indicating a significant positive effect of e-service quality on customer satisfaction. Conversely, the security variable demonstrates a negative impact on customer satisfaction, with a t-value of -2.842, which is less than the critical value of 1.984. The promotion variable exhibits a positive effect on customer satisfaction, with a t-value of 4.916, exceeding the critical value of 1.984. Furthermore, the overall hypothesis is supported as the calculated F-value of 62.474 exceeds the F-table value of 2.70, indicating that e-service quality (X1), security (X2), and promotions (X3) collectively influence customer satisfaction (Y).

The Influence of Social Media, SEO (Search Engine Optimization), and Mobile Applications on Consumer Purchasing Decisions at PT. Udayana Bali Ambassador Arya Wardana, Putu Gede; Putra Richadinata, Kadek Riyan; Surya Astitiani, Ni Luh Putu
West Science Interdisciplinary Studies Vol. 2 No. 09 (2024): West Science Interdisciplinary Studies
Publisher : Westscience Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/wsis.v2i09.1264

Consumer behavior is changing significantly due to the development of technology and the internet, which has impacted transaction activities from conventional to online. In Indonesia, the increase in internet users has made it easier for consumers to access information and compare products before purchasing. This requires companies, including PT Udayana Bali Ambassador, to understand the influence of digital elements such as social media, SEO, and mobile applications on consumer purchasing decisions. The three digital marketing elements are essential in building consumer relationships, increasing visibility, and facilitating buying. The combination of these three strategies creates an effective digital marketing ecosystem. This research aims to analyze the influence of social media, SEO, and mobile applications on consumer purchasing decisions at PT Udayana Bali Ambassador. The research method used is quantitative and descriptive, with data collection through questionnaires distributed online to 97 respondents. Instrument tests include validity, reliability, and classical assumption tests such as normality, multicollinearity, and heteroscedasticity. Data analysis was conducted using multiple linear regression to test the effect of independent variables on the dependent variable. The results showed that social media, SEO, and mobile applications significantly influence consumer purchasing decisions. The calculated F value in this study has exceeded the F table value, namely, 407.078> 3.092, which means that social media (X1), SEO (Search Engine Optimization) (X2), and Mobile Application (X3) simultaneously affect consumer purchasing decisions (Y). Based on this, it can be concluded that social media, SEO, and mobile applications influence consumer purchasing decisions.

The Influence of Social Media Marketing, Brand Image, and Word of Mouth on Purchasing Decisions of Arak Bali Beverages in Bali Province Thompson, I Wayan Bima; Bagus Aristayudha, A. A. Ngurah; Surya Astitiani, Ni Luh Putu
West Science Interdisciplinary Studies Vol. 2 No. 10 (2024): West Science Interdisciplinary Studies
Publisher : Westscience Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/wsis.v2i10.1301

As a regional staple that is of considerable cultural and economic significance in the Bali region, Arak Bali is the subject of this study, which aims to investigate the influence that social media marketing, brand image, and word of mouth have on the decisions that customers make about the purchase of Arak Bali. In a preliminary study with 10 participants, it was discovered that twenty percent of respondents were more interested in purchasing Arak Bali, while eighty percent preferred alcoholic beverages that were imported from other countries. This was the finding of the survey. For the purpose of this investigation, a quantitative methodology is applied, with a specific emphasis placed on the positivist paradigm. In addition to that, a survey that is comprised of questionnaires and random sampling is utilized. This study is centered on individuals who are wine drinkers and who reside in the province of Bali. These individuals are the focus of the investigation. For the purpose of this experiment, the sampling was carried out using the method of random sampling, and samples were gathered from as many as one hundred different individuals. Subsequent to the implementation of a double linear regression analysis strategy, the data is processed with the help of SPSS software version 29, which is the method that is utilized for the purpose of data analysis. The conclusions of this study indicate that the significance value of social media marketing is 0.001 less than 0.05, the significance value of brand image is 0.007 less than 0.05, and the meaning value of word of mouth is 0.001 less than 0.05. As a result, it is possible to draw the conclusion, on the basis of the analysis of the data, that social media marketing, brand image, and word of mouth have a substantial positive influence on the decision to purchase Bali Beverages in the province of Bali. Based on the data, it can be concluded that good marketing through social media, the building of a powerful brand image, and positive word of mouth all have a significant impact on the decisions that consumers make regarding their purchases. These findings provide essential information that can be utilized by Arak Bali in the development of its marketing strategy in highly competitive sectors.

PENERAPAN TRANSFORMASI DIGITAL PADA UKM SELAMA PANDEMI COVID-19 DI KOTA DENPASAR Widnyani, Ni Made; Astitiani, Ni Luh Putu Surya; Putri, Berty Christina Lidyanita
Jurnal Ilmiah Manajemen & Bisnis Vol 6 No 1 (2021)
Publisher : Universitas Pendidikan Nasional

Kemajuan teknologi yang semakin dinamis diharapkan dapat dimanfaatkan dengan baik oleh pelaku bisnis konvensional. Sejak penetapan pandemik global COVID-19 oleh WHO pada awal tahun 2020, akselerasi transformasi digital merupakan salah satu hal dalam merespon pandemik COVID-19 yang melanda dunia bisnis secara sejak akhir 2019. UKM sebagai sektor yang sudah terbukti dapat bertahan dalam krisis, oleh karena itu UKM didorong untuk mempercepat proses transformasi digital karena kebijakan pembatasan jarak yang diberlakukan selama pandemi covid-19. Penelitian ini bertujuan untuk memahami pentingnya model transformasi digital yang tepat untuk setiap bisnis ukm, khususnya dalam memanfaatkan momentum yang dipercepat akibat kebijakan pembatasan sosial diberlakukan selama pandemi COVID-19, karena dalam pemilihan model yang tepat diyakini akan memberikan probabilitas yang lebih baik dari transformasi yang berhasil. Studi ini merupakan penelitian kualitatif melalui analisis konten untuk menghasilkan konstruksi model teoritis transformasi digital model untuk transformasi digital yang wajar untuk UKM. Hasil yang diperoleh dalam penelitian ini, bahwa berdasarkan pemetaan digital transformasi UKM di Denpasar pada model R-DT, dapat disimpulkan bahwa: (1) pemicu utama DT UKM adalah driver eksternal, driver internal belum banyak ditemukan, terutama di masa pandemi COVID-19, yang dilakukan masih bersifat reaktif dan cenderung hanya menguikuti Langkah-langkah faktor transformasi lain agar tidak mencipatkan keunikan dari UKM tersebut yang akan mengakibatkan hilangnya peluang untuk memiliki keunggulan kompetitif atas pesaing; (2) secara umum pelaksana DT UKM telah menetapkan imperative strategis atas keputusan mereka untuk melakukan transformasi digital, namun belum menetapkan secara terukur milestone sehingga transformasi digital yang dilakukan tidak dapat diukur tingkat keberhasilan; (3) DT yang dilakukan pada umumnya adalah mengubah sebagian operasional perusahaan menjadi digital, hal ini menunjukkan masih rendahnya kematangan digital UKM di Kota Denpasar. Kata kunci : Transformasi Digital, UMKM, Penelitian Kualitatif

Literasi Digital: Bijak dan Kreatif di Media Sosial Astitiani, Ni Luh Putu Surya; Rettobjaan, Vitalia Fina Carla; Widnyani, Ni Made; Bendesa, I.K.G.; Kinandana, Gede Aryamanik; Wirabawa, I Kadek Agus
UNBI Mengabdi Vol. 5 No. 1 (2024): UNBI Mengabdi Januari
Publisher : Universitas Bali Internasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34063/um.v5i1.413

Seiring dengan pesatnya perkembangan teknologi informasi dan komunikasi, literasi digital menjadi kebutuhan yang mendesak di berbagai kalangan masyarakat. Kegiatan pengabdian kepada masyarakat ini bertujuan untuk meningkatkan literasi digital di kalangan anak asuh yang tergabung dalam Yayasan Kemanusiaan Ibu Pertiwi (YKIP) di Gianyar, Bali. Sosialisasi ini dilaksanakan untuk mengedukasi anak-anak mengenai pentingnya penggunaan media sosial secara bijak dan kreatif serta menjaga keamanan digital. Metode yang digunakan dalam kegiatan ini meliputi pendekatan interaktif melalui presentasi, diskusi kelompok, dan simulasi penggunaan media sosial. Hasil dari kegiatan menunjukkan peningkatan signifikan dalam pemahaman peserta mengenai literasi digital dan keamanan berinternet. Diharapkan kegiatan ini mampu memberikan dampak positif bagi perkembangan anak-anak dalam memanfaatkan teknologi secara lebih bertanggung jawab dan produktif. Along with the rapid development of information and communication technology, digital literacy has become an urgent need in various levels of society. This community service activity aims to improve digital literacy among foster children who are members of the Yayasan Kemanusiaan Ibu Pertiwi (YKIP) in Gianyar, Bali. This socialization was carried out to educate children about the importance of using social media wisely and creatively and maintaining digital security. The methods used in this activity include an interactive approach through presentations, group discussions, and simulations of social media use. The results of the activity showed a significant increase in participants' understanding of digital literacy and internet security. It is hoped that this activity can have a positive impact on the development of children in using technology more responsibly and productively.

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