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p-Index From 2021 - 2026
0.659
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All Journal International Journal of Asian Business and Management (IJABM) International Journal of Economics, Management and Accounting
I Gusti Ngurah Jaya Agung Widagda
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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The Mediating Role of Electronic Word of Mouth in The Effect of Social Media Marketing on Purchase Intention (A Study At Good Karma Warung Tirtagangga, Karangasem Regency) Patma Ari Ayu Kartini; I Gusti Ngurah Jaya Agung Widagda
International Journal of Economics, Management and Accounting Vol. 2 No. 4 (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.v2i4.849

Abstract

Social media marketing is a promotional strategy that leverages social media platforms to advertise products, services, or brands by actively engaging with audiences. This approach is effective in capturing consumer attention, encouraging their participation, and plays a critical role in shaping purchase intention through broad reach and direct interaction. This study aims to examine and explain the influence of social media marketing on purchase intention with electronic word of mouth (e-WOM) as a mediating variable, focusing on Good Karma Warung Tirtagangga. The sample consisted of 120 respondents selected using purposive sampling. Data were collected through interviews and online questionnaires. The analytical techniques employed in this study include path analysis, the Sobel test, and the Variance Accounted For (VAF) test, using SPSS version 27. The results reveal that social media marketing has a positive and significant effect on purchase intention, social media marketing positively and significantly affects electronic word of mouth, electronic word of mouth has a positive and significant impact on purchase intention, and electronic word of mouth successfully mediates the relationship between social media marketing and purchase intention.
The Influence of Perceived Travel Risk, Celebrity Endorsement, and Destination Image on Attitude and Revisit Intention of Tourists I Putu Gde Sukaatmadja; I Gusti Ngurah Jaya Agung Widagda; Ni Nyoman Kerti Yasa; Putu Laksmita Dewi Rahmayanti; I Gusti Ayu Tirtayani
International Journal of Asian Business and Management Vol. 2 No. 4 (2023): August, 2023
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/ijabm.v2i4.5787

Abstract

This study aimed to explain how attitudes and revisit intentions are affected by celebrity endorsement, perceived risk of travel, and perception of the destination. The study's participants are domestic travelers who have been to Bali. 170 domestic tourists were included in the sample using a purposive sampling technique. Path Analysis utilizing SEM-PLS is the analysis method employed. The findings demonstrated that attitudes and intentions to revisit were negatively and significantly impacted by perceived travel risk. While celebrity endorsement has no impact on the intention to return, it has a positive and large impact on attitude. Additionally, views and inclinations to return are positively and significantly impacted by the final picture. The image of a destination is positively and significantly impacted by attitudes. thanks to celebrity support Impact on the intention to revisit is favorable and considerable. Because of this, it's critical for companies in the tourism industry to focus on among order to foster a positive attitude among visitors and increase their intention to return to Bali, perceived travel risk, celebrity endorsements, and destination image are used which is increasing
Co-Authors I Gusti Ayu Ketut Giantari I Gusti Ayu Tirtayani I Putu Gde Sukaatmadja Ni Nyoman Kerti Yasa Ni Putu Dila Pradnyani Patma Ari Ayu Kartini Rahmayanti, Putu Laksmita Dewi