Article Per Year (5 Year)
p-Index From 2020 - 2025
0.659
P-Index
This Author published in this journals
All Journal E-Jurnal Manajemen Universitas Udayana International Journal of Asian Business and Management (IJABM) International Journal of Economics, Management and Accounting
I Gusti Ngurah Jaya Agung Widagda
Unknown Affiliation
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

Published : 3 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 3 Documents
Search

 1 
ANALISIS PERAN PENGARUH CUSTOMER ENGAGEMENT MEMEDIASI CONTENT MARKETING TERHADAP PURCHASE INTENTION Ni Putu Dila Pradnyani; I Gusti Ngurah Jaya Agung Widagda; I Gusti Ayu Ketut Giantari
E-Jurnal Manajemen Vol 13 No 8 (2024)
Publisher : Program Studi Manajemen Fakultas Ekonomi dan Bisnis Universitas Udayana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24843/EJMUNUD.2024.v13.i08.p06

Abstract

Konten dapat menggiring persepsi para konsumen untuk terlibat dalam mempromosikan sebuah produk atau merek sehingga menimbulkan adanya suatu niat beli pada calon konsumen baru. Penelitian ini bertujuan untuk menganalisis pengaruh content marketing dimediasi oleh customer engagement terhadap purchase intention pada produk minuman kemasan merek Cimory. Data kuisioner dikumpulkan melalui google form dengan jumlah sampel sebanyak 168 responden menggunakan metode purposive sampling. Teknik analisis yang digunakan yakni path analysis, uji sobel serta uji VAF. content marketing berpengaruh positif dan signifikan terhadap purchase intention; content marketing berpengaruh positif dan signifikan terhadap customer engagement; customer engagement berpengaruh positif dan signifikan terhadap purchase intention; content marketing dan customer engagement sebagai variabel pemediasi secara parsial berpengaruh positif dan signifikan terhadap purchase intention. Implikasi penelitian ini untuk masukan bagi perusahaan untuk meningkatkan kualitas konten mengikuti tren saat ini. Content can lead to consumers' perceptions of being involved in promoting a product or brand, thus giving rise to a purchase intention in potential new consumers. This research aims to analyze the influence of content marketing mediated by customer engagement on purchase intention for Cimory brand packaged beverage products. Questionnaire data was collected via Google Form with a sample size of 168 respondents using the purposive sampling method. The analysis techniques used are path analysis, Sobel test and VAF test. content marketing has a positive and significant effect on purchase intention; content marketing has a positive and significant effect on customer engagement; customer engagement has a positive and significant effect on purchase intention; content marketing and customer engagement as mediating variables partially have a positive and significant effect on purchase intention. The implications of this research are input for companies to improve content quality following current trends.
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