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Ida Bagus Raka Suardana
Universitas Pendidikan Nasional
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Brand Trust Sebagai Mediasi User-Generated Content dan Influencer Marketing Terhadap Brand Equity Six Letters Coffee Putu Viona Nita Putri; I Gusti Ngurah Oka Ariwangsa; Ida Bagus Raka Suardana; Ni Putu Nina Eka Lestari
GEMILANG: Jurnal Manajemen dan Akuntansi Vol. 6 No. 1 (2026): Jurnal Manajemen dan Akuntansi
Publisher : BADAN PENERBIT STIEPARI PRESS

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56910/gemilang.v6i1.3408

Abstract

This study aims to analyze the brand trust in the relationship between user-generated content (UGC) and influencer marketing on brand equity at Six Letters Coffee, a local MSME located in Gianyar, Bali. The research is motivated by the limited digital engagement among MSMEs, particularly in optimizing authentic consumer content and influencer collaboration to strengthen brand value. Grounded in the Theory of Planned Behavior (TPB), this study examines how consumers’ attitudes and trust are shaped through digital interactions that influence brand perception. A quantitative approach was employed using purposive sampling, involving 160 respondents who actively engage with Six Letters Coffee’s social media content. Data were analyzed using Partial Least Square–Structural Equation Modeling (PLS-SEM) with SmartPLS 4.0. The findings reveal that UGC has a positive and significant effect on both brand trust and brand equity, while influencer marketing significantly affects brand equity but not brand trust. Moreover, brand trust exerts a significant mediating effect between UGC and brand equity, yet fails to mediate the relationship between influencer marketing and brand equity. These results emphasize that authentic consumer-generated content plays a more crucial role than influencer endorsement in fostering trust and strengthening brand equity. This research contributes to the development of digital marketing strategies for MSMEs, highlighting the importance of trust-based engagement in building sustainable brand value.
Pengaruh Konten Kreatif, Engagement Rate dan Trust In Influencer Terhadap Brand Engagement Produk Glad2glow di Kalangan Gen Z Kota Denpasar Ida Bagus Raka Suardana; Made Prema Putri Liemena
GEMILANG: Jurnal Manajemen dan Akuntansi Vol. 6 No. 1 (2026): Jurnal Manajemen dan Akuntansi
Publisher : BADAN PENERBIT STIEPARI PRESS

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56910/gemilang.v6i1.3476

Abstract

Influencer marketing is a critical channel for reaching Generation Z, particularly in the skincare category. This study examines the effects of creative content (X1), engagement rate (X2), and trust in influencer (X3) on brand engagement (Y) with Glad2Glow among Gen Z in Denpasar. A quantitative approach was employed with 114 purposively selected Gen Z social media users. The instrument demonstrated acceptable validity (r > 0.30) and reliability (α > 0.60). Data were analyzed using multiple linear regression with standard classical assumption tests at the 5% significance level. Results indicate that all three predictors have positive and significant effects on brand engagement: creative content (β=0.360; t=5.840; p<0.001), engagement rate (β=0.484; t=7.718; p<0.001), and trust in influencer (β=0.210; t=3.576; p=0.001). The model is robust (F=91.195; p<0.001) and explains 70.5% of the variance in brand engagement (Adjusted R²=0.705). These findings underscore that the interplay of creative content quality, audience interaction activation, and influencer authenticity/credibility is pivotal to strengthening Gen Z’s brand engagement with Glad2Glow. Managerially, brands should prioritize interactive content formats, reinforce participation-oriented calls-to-action, and collaborate with influencers whose authenticity aligns with brand values.
Peran Customer Experience dalam Memediasi Pengaruh Product Quality dan Service Quality Terhadap Customer Satisfaction Pada Tomoro Coffee di Denpasar Ryan Adhinata, I Gede; Raka Suardana, Ida Bagus
Journal of Economics and Business UBS Vol. 14 No. 1 (2025): Journal of Economics and Business UBS
Publisher : Cv. Syntax Corporation Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52644/joeb.v14i1.2471

Abstract

Kepuasan pelanggan merupakan hal terpenting bagi keberhasilan kafe di sektor kafe yang sangat kompetitif. Baik kualitas barang dan layanan yang ditawarkan maupun kesan keseluruhan yang ditinggalkan pelanggan setelah berinteraksi dengan bisnis merupakan faktor penting dalam menentukan kepuasan pelanggan. Tomoro Coffee, salah satu kafe paling dicintai di Denpasar, tidak pernah berhenti dalam mengejar kepuasan pelanggan dengan menyediakan barang berkualitas tinggi dan layanan yang luar biasa. Tujuan utama riset ini adalah untuk mengidentifikasi hubungan diantara kualitas produk dan layanan, pengalaman pelanggan, dan kepuasan, serta untuk mengidentifikasi fungsi mediasi yang dimainkan oleh pengalaman pelanggan dalam hubungan ini. Tomoro Coffee menjadi lokasi penelitian, sementara 108 pelanggan menjadi ukuran sampel. Metode untuk analisis data dilaksanakan dengan memakai SmartPLS 4. Berlandaskan temuan penelitian, kualitas produk memiliki dampak positif bersignifikan kepada kepuasan pelanggan. Demikian pula, kualitas layanan memiliki dampak positif bersignifikan kepada pengalaman pelanggan. Terakhir, kepuasan pelanggan terpengaruhi oleh kualitas produk dan kualitas layanan. Terakhir, pengalaman pelanggan terbukti memediasi hubungan diantara kualitas produk dan kepuasan pelanggan. Para peneliti memiliki beberapa saran untuk Tomoro Coffee. Mereka menyarankan agar mereka mengevaluasi barang dan jasa mereka secara berkala, mengawasi seberapa baik karyawan mereka memenuhi tuntutan klien, dan memastikan yaitu makanan dan minuman mereka berkualitas tinggi.
Pengaruh Brand Image, Brand Trust, dan Electronic Word of Mouth Terhadap Keputusan Pembelian Produk di Fore Cofee Gatsu Tengah Nia Yunita, Ni Kadek; Raka Suardana, Ida Bagus
Economic Reviews Journal Vol. 4 No. 4 (2025): Economic Reviews Journal
Publisher : Masyarakat Ekonomi Syariah Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56709/mrj.v4i4.998

Abstract

The growth of the modern coffee industry in Indonesia has increased significantly in line with lifestyle changes and advancements in digital technology. This development encourages businesses, including Fore Coffee Gatsu Tengah, to understand the determinants that influence consumer purchasing decisions. This study aims to analyze the influence of brand image, brand trust, and electronic word of mouth (e-WOM) on consumer purchasing decisions at Fore Coffee Gatsu Tengah. The research employed a quantitative approach with an associative design. The sample was determined using the Slovin formula and involved more than 100 respondents. Data were collected through questionnaires using a Likert scale, while data analysis was conducted using multiple linear regression complemented by the F-test, t-test, and coefficient of determination (R²) with the assistance of SPSS software. The results indicate that brand image, brand trust, and e-WOM simultaneously have a significant influence on purchasing decisions. Partially, brand trust and e-WOM show significant effects, whereas brand image demonstrates a weaker influence compared to the other variables. The Adjusted R² value of 0.523 indicates that 52.3% of the variation in purchasing decisions can be explained by the three independent variables, while the remaining 47.7% is influenced by other factors outside the research model. The findings contribute theoretically to the field of marketing management, particularly regarding the roles of brand image, brand trust, and e-WOM in shaping consumer behavior. Practically, the results serve as a reference for Fore Coffee in formulating more effective marketing strategies to enhance competitiveness and strengthen consumer purchasing decisions.
Pengaruh Harga, Motivasi Hedonis dan Persepsi Kemudahan Terhadap Keputusan Pembelian Virtual Item Pada Game Online Mobile Legends Ida Bagus Raka Suardana; Winda Aliya Agustin
Jurnal Ekonomi, Manajemen Pariwisata dan Perhotelan Vol. 5 No. 1 (2026): Januari: Jurnal Ekonomi, Manajemen Pariwisata dan Perhotelan
Publisher : Lembaga Pengembangan Kinerja Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jempper.v5i1.5965

Abstract

The development of the online gaming industry in Indonesia shows a rapidly growing trend, one of which is reflected in the high level of virtual item purchases in Mobile Legends. This phenomenon is important to examine because digital consumer behavior exhibits patterns that differ from conventional consumption behavior. This study aims to analyze the influence of price, hedonic motivation, and perceived ease of use on the decision to purchase virtual items in the Mobile Legends game. The theoretical foundation employed is consumer behavior theory. This research uses a quantitative method with an explanatory approach. The sample was drawn from the population of Mobile Legends players in Denpasar City using a random sampling technique, resulting in 140 respondents. Data were collected through an online questionnaire using a five-point Likert scale, and analyzed using multiple linear regression. The findings indicate that price, hedonic motivation, and perceived ease of use have both partial and simultaneous effects on virtual item purchase decisions in Mobile Legends. The contribution of these variables to purchase decisions is 58.6%. Developers of Mobile Legends are advised to adjust pricing based on value perception and player feedback, enhance aesthetic and personalization elements to strengthen hedonic motivation, and simplify payment processes through digital wallet integration and instant purchase options to ensure a more effortless transaction experience.
The Effect of Career Development and Compensation on Job Hopping of Millennial Employees with Employee Engagement as a Mediation Variable in Denpasar Wayan Ristya Dewantari; Ida Bagus Raka Suardana
Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE) Vol 8 No 1 (2025): Sharia Economics
Publisher : Universitas KH. Abdul Chalim Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/iijse.v8i2.5945

Abstract

This study aims to understand the factors that influence the decision of millennial generation employees in Denpasar City to leave their jobs (job hopping). The main focus of the study is the influence of career development and compensation on job hopping with employee engagement as a mediating variable. Denpasar, the capital city of Bali Province and a rapidly growing economic center was chosen as the research location to explore this phenomenon among millennials, especially those aged between 28 and 43 years and who have had at least two working experiences. This study uses qualitative and quantitative data obtained through questionnaires distributed to respondents. The results of the study indicate that although the assessment of career development, compensation, and job-hopping variables is quite good, there is room for improvement, especially in the aspect of employee engagement and several elements related to compensation and career development. This study emphasizes the importance of career development and compensation in increasing employee engagement and reducing the tendency of job hopping among millennial employees in Denpasar City.
The influence of virtual try-on and online customer reviews on purchasing decisions for Azarine cosmetics on Shopee with consumer trust as a mediating variable Sartika, Aishvarya Hari Nurvindati; Suardana, Ida Bagus Raka
EDUCTUM: Journal Research Vol. 5 No. 1 (2026): Eductum: Journal Research
Publisher : Lembaga Riset Mutiara Akbar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56495/ejr.v5i1.1399

Abstract

This study aims to examine the influence of digital features, namely Virtual Try-On and Online Customer Review (OCR), on consumer trust and purchasing decisions for cosmetic products on the Shopee e-commerce platform. Using a quantitative approach with survey methods and statistical analysis, this study shows that Virtual Try-On significantly increases consumer trust, while its direct effect on purchasing decisions is not yet proven significant. OCR shows a very significant effect on trust, and trust positively mediates the effect of OCR on purchasing decisions. These results confirm that trust plays a crucial role in the consumer decision-making process, especially in the context of online shopping. These findings align with the Stimulus–Organism–Response (S-O-R) and Technology Acceptance Model (TAM) theoretical frameworks, which emphasize that digital experiences shape consumers' perceptions of trust and attitudes before ultimately deciding to purchase. Although the direct effect of both digital features is not yet statistically strong enough, their presence and role in building trust remain significant in driving purchasing decisions. The results provide an important contribution to the development of technology-based digital marketing strategies and emphasize the importance of increasing consumer trust through interactive features and customer reviews in enhancing the effectiveness of online promotions.
The influence of social media marketing and official websites on the decision to use offline travel agents through service quality at the Ray Fish Fast Cruises company Suardana, Ida Bagus Raka; Putri, Ni Kadek Amanda Maharani
EDUCTUM: Journal Research Vol. 5 No. 1 (2026): Eductum: Journal Research
Publisher : Lembaga Riset Mutiara Akbar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56495/ejr.v5i1.1400

Abstract

Advances in digital technology have revolutionized communication patterns and relationships between companies and their consumers, including in the tourism industry. Social media and official websites are now used by companies such as Ray Fish Fast Cruises to provide service information, promote products, and attract consumer interest. This study was conducted to analyze the influence of Social Media Marketing and Official Websites on Offline Travel Agent Usage Decisions through Service Quality. The results indicate that Social Media Marketing does not have a significant influence on Service Quality (p-value 0.775), while Official Websites have a positive and significant influence on Service Quality (p-value 0.000). Service Quality has a positive and significant impact on Usage Decisions (p-value 0.000). Social Media Marketing has a significant positive influence on Usage Decisions (p-value 0.000), while Official Websites have no significant influence on Usage Decisions (p-value 0.996).
Understanding The Role of E-Wom Towards The Intention of The Millenial Generation to Visit Tourism Village Bhuana, Tri Yana; Suardana, IB Raka
Jurnal Penelitian Pariwisata Vol 6 No 2 (2022): (TRJ) Tourism Research Journal
Publisher : Institut Pariwisata Trisakti

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30647/trj.v6i2.162

Abstract

The Bali Provincial Government had focused on tourist villages even before regional regulation 5 of 2020 was issued. The millennial generation is a generation that grows and develops along with technological advances. The millennial generation, or Gen-Y, becomes the best customer when promoting local wisdom and tourism village traditions through social media. The purpose of this study was to determine the effect of E-WOM or social media reviews on the intentions or intentions of the millennial generation in visiting tourist villages. This study uses quantitative methods and the millennial generation in Bali as the research sample. There are 101 online questionnaires filled out using google forms, but only 88 questionnaires meet the requirements. This study found that E-WOM or social media reviews affect the variables in the planned behavior theory. In the view of planned behavior, the subjective norm variable is the variable most influenced by E-WOM. Therefore, tourism village entrepreneurs targeting the millennial generation must start using social media and influencers and create trending topics so that information can easily reach the millennial generation. Keywords: The Role of E-Wom, The Intention of The Millenial Generation, Visit Tourism Village
Pengaruh Kualitas Produk, Harga Dan Pelayanan Terhadap Keputusan Pembelian (Studi Di PT. United Indo Bali) Anak Agung Istri Edgina Dhaniswari; Ida Bagus Raka Suardana
Journal of Innovative and Creativity Vol. 5 No. 3 (2025)
Publisher : Fakultas Ilmu Pendidikan Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/joecy.v5i3.4927

Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh kualitas produk, harga dan pelayanan terhadap keputusan pembelian. Sampel dalam penelitian ini adalah konsumen yang pernah membeli produk Suzuki (khususnya mobil Carry Pick Up), berusia > 21 tahun dan berdomisili wilayah Bali sebanyak 100 orang. Teknik analisis data menggunakan Uji Validitas, Uji Reabilitas, Uji Asumsi Klasik, Analisis Regresi Linier Berganda, Uji Koefisien Determinasi, Uji F dan Uji t. Dari hasil penelitian diperoleh hasil kualitas produk berpengaruh positif dan signifikan terhadap keputusan pembelian, harga berpengaruh positif dan signifikan terhadap keputusan pembelian, pelayanan berpengaruh positif signifikan terhadap keputusan pembelian dan kualitas produk, harga dan pelayanan berpengaruh signifikan terhadap keputusan pembelian. Besarnya pengaruh variabel bebas terhadap keputusan pembelian adalah 59,5%. Saran yang dapat diberikan peneliti adalah PT. United Indo Bali diharapkan selalu memberikan informasi secara jelas mengenai kelebihan serta fitur – fitur yang tersedia dari di mobil Suzuki Carry Pick Up, agar nantinya konsumen dapat menggunakan mobil Suzuki Carry Pick Up sesuai kebutuhan, memberikan promo menarik seperti diskon agar nantinya harga mobil dapat lebih mampu bersaing dengan merk lain yang setara, selalu memberikan pelayanan sesuai dengan standar yang berlaku, agar dapat memberikan proses pelayanan pembelian mobil cepat dan efisien dan selalu memberikan mobil Suzuki Carry Pick Up dalam kondisi yang baik, serta bersedia membantu konsumen ketika mengalami kendala.
Co-Authors A.A. Istri Emilia Mayori Agung Indradinata Anak Agung Istri Edgina Dhaniswari Artasuma, Luh Devi Astari, Ni Made Purnadi Basunari, A. A. Sri Dewi, Luh Putu Regita Septa Dewi, Ni Putu Ayu Cintya Dodik Ari Cahyono Fungky Arsana, I Komang Gamaya, Amritha Gde Sri Darma Gede Sri Darma Gusi Putu Lestara Permana I Dewa Ayu Rizky Pradnyani Marranitha I G. N. Oka Ariwangsa I Gede Harditya Dharma I Gede Lingga Pramana I Gede Putu Kawiana I Gede Ryan Adhinata I Gede Sariastawa I Kadek Andy Asmarajaya I Made Widya Suraputra I Nengah Dasi Astawa I Nyoman Ari Widana N I Nyoman Subanda I Putu Deddy Wirawan I Wayan Sari Ida Ayu Radinia Asri Suardana Jaya, I Gst Ngurah Bagus Putra Kadek Wiji Kusumawardani Lemsina Kogoya Luh Kadek Budi Martini Luh Komang Candra Dewi Luh Putu Mahyuni Made Indrayani Santini Made Prema Putri Liemena Manikasanti, Luh Gede Mas Putri Ni Luh Wulani Parwati Ni Nyoman Kerti Yasa Ni Nyoman Meryadi Ni Putu Ari Aryawati Ni Putu Ayu Cintya Dewi Ni Putu Nina Eka Lestari Ni Putu Nina Eka Lestari Ni Wayan Yuli Yudianti Nia Yunita, Ni Kadek Prawitasari, Putu Putri Putri, Ni Kadek Amanda Maharani Putu Viona Nita Putri Rr. Astrid Adiyanti Prawitasari Ryan Adhinata, I Gede Sartika, Aishvarya Hari Nurvindati Suwignyo Widagdo TRI YANA BHUANA, TRI YANA Wayan Ristya Dewantari Winda Aliya Agustin