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PENGARUH KONTEN PEMASARAN VIDEO PENDEK TERHADAP PERSEPSI NILAI DAN PARTISIPASI PENGGUNA (Studi Pada Pengguna Media Sosial) Made Pradnyan Permana Usadi; I Made Surya Prayoga; I Putu Wahyu Dwinata JS
EMAS Vol. 5 No. 6 (2024): EMAS
Publisher : Program Studi Manajemen Fakultas Ekonomi dan Bisnis Universitas Mahasaraswati Denpasar.

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Penelitian ini bertujuan untuk menjelaskan pengaruh dimensi-dimensi konten pemasaran video pendek, yaitu konten hiburan, konten informatif, dan konten interaktif terhadap persepsi nilai dan partisipasi pengguna. Penelitian dilakukan dengan survei pengguna sosial media Instagram atau TikTok. Sampel yang digunakan sebanyak 100 responden dan analisis Partial Least Square digunakan untuk menganalisis hubungan antar variabel. Temuan penelitian menunjukkan bahwa dimensi konten hiburan, konten informatif, dan konten interaktif berpengaruh positif dan signifikan terhadap persepsi nilai dan partisipasi pengguna. Implikasi praktis penelitian ini adalah bawasannya penting bagi perusahaan untuk mempertimbangkan unsur hiburan dalam pengembangan konten pemasaran video pendek, karena mampu menciptakan keterlibatan awal dan memperkuat koneksi emosional antara merek dan konsumen, yang pada gilirannya meningkatkan persepsi nilai dan partisipasi konsumen pada konten video tersebut

PENGARUH KONTEN PEMASARAN VIDEO PENDEK TERHADAP PERSEPSI NILAI DAN PARTISIPASI PENGGUNA (Studi Pada Pengguna Media Sosial) Made Pradnyan Permana Usadi; I Made Surya Prayoga; I Putu Wahyu Dwinata JS
EMAS Vol. 5 No. 11 (2024): EMAS
Publisher : Program Studi Manajemen Fakultas Ekonomi dan Bisnis Universitas Mahasaraswati Denpasar.

Show Abstract | Download Original | Original Source | Check in Google Scholar

Penelitian ini bertujuan untuk menjelaskan pengaruh dimensi-dimensi konten pemasaran video pendek, yaitu konten hiburan, konten informatif, dan konten interaktif terhadap persepsi nilai dan partisipasi pengguna. Penelitian dilakukan dengan survei pengguna sosial media Instagram atau TikTok. Sampel yang digunakan sebanyak 100 responden dan analisis Partial Least Square digunakan untuk menganalisis hubungan antar variabel. Temuan penelitian menunjukkan bahwa dimensi konten hiburan, konten informatif, dan konten interaktif berpengaruh positif dan signifikan terhadap persepsi nilai dan partisipasi pengguna. Implikasi praktis penelitian ini adalah bawasannya penting bagi perusahaan untuk mempertimbangkan unsur hiburan dalam pengembangan konten pemasaran video pendek, karena mampu menciptakan keterlibatan awal dan memperkuat koneksi emosional antara merek dan konsumen, yang pada gilirannya meningkatkan persepsi nilai dan partisipasi konsumen pada konten video tersebut.

PENGARUH MOTIVASI BELANJA HEDONIS TERHADAP KONSUMSI BERKELANJUTAN JAM TANGAN KAYU DI DENPASAR I Putu Wahyu Dwinata; Made Pradnyan Permana Usadi; I Made Surya Prayoga
EMAS Vol. 5 No. 12 (2024): EMAS
Publisher : Program Studi Manajemen Fakultas Ekonomi dan Bisnis Universitas Mahasaraswati Denpasar.

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Jam tangan merupakan salah satu assesoris yang saat ini sangat berguna dan dibutuhkan untuk mendukung kegiatan sehari-hari yang saat ini sudah mulai berkembang dalam proses produksinya salah satunya jam tangan ramah lingkungan dengan bahan dasar kayu dan menjadi salah satu pilihan bagi konsumen yang berminat pada konsumsi berkelanjutan. Penelitian ini mengadopsi teori motivasi belanja yaitu motivasi hedonis dengan tujuan untuk menguji pengaruh motivasi hedonis konsumen terhadap niat pembelian produk ramah lingkungan jam tangan kayu. Sebanyak 220 responden menjadi sampel dalam penelitian kuantitaif dengan metode purposive sampling. Pengolahan data menggunakan aplikasi Smart-PLS menghasilkan bahwa tren, sosial, dan pertualangan berpengaruh positif terhadap motuvasi hedonis, namun otoritas dan status tidak memiliki pengaruh yang signifikan pada motivasi hedonis. Penelitian ini juga mengungkapkan motivasi hedonis tidak memiliki pengaruh yang signifikan terhadap minat pembelian hijau.

Pengaruh Customer Relationship Management, Electronic Word of Mouth, dan Online Promotion terhadap Keputusan Pembelian pada Brand Make Up Wardah Kadek Sinta Purnama Sari; I Gusti Ayu Imbayani; Made Pradnyan Permana Usadi
Jurnal Ekonomi, Manajemen Pariwisata dan Perhotelan Vol. 5 No. 2 (2026): 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.v5i2.6423

This study aims to analyze the influence of Customer Relationship Management (CRM), Electronic Word of Mouth (E-WOM), and Online Promotion on purchasing decisions for the Wardah make up brand. The research was motivated by fluctuations in Wardah’s sales performance during the 2020–2024 period amid intense competition within the cosmetics industry. This research applied a quantitative approach using a survey method with 112 respondents, who were followers of the Wardah Youth Ambassador Bali Instagram account and users of Wardah products. The sampling technique used was purposive sampling, while data were analyzed through multiple linear regression using the SPSS software. The findings reveal that Customer Relationship Management have a positive but not significant effect, meanwhile Electronic Word of Mouth, and Online Promotion each have a positive and significant effect on purchasing decisions, both partially and simultaneously. These results indicate that effective CRM strategies, positive online reviews, and consistent online promotions can increase consumers’ purchasing decisions toward Wardah make-up products.

Pengaruh Sales Promotion, Live Streaming Shopping, dan Hedonic Consumption terhadap Impulse Buying pada E- Commerce Shopee Putu Devyani; I Gusti Ayu Imbayani; Made Pradnyan Permana Usadi
Jurnal Ekonomi, Manajemen Pariwisata dan Perhotelan Vol. 5 No. 2 (2026): 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.v5i2.6424

This study aims to analyze the effect of sales promotion, live streaming shopping, and hedonic consumption on impulse buying in Shopee e-commerce. The rapid growth of e-commerce, supported by intensive promotional strategies and innovative features such as live streaming shopping, has influenced consumer behavior toward spontaneous purchasing decisions. This research employs a quantitative approach using a survey method. Data were collected through questionnaires distributed to 162 respondents who are Shopee users in Denpasar City and have previously made purchases via live streaming shopping. The sampling technique used was purposive sampling. Data analysis was conducted using multiple linear regression with the assistance of SPSS software. The results indicate that sales promotion, live streaming shopping, and hedonic consumption have a positive and significant effect on impulse buying. These findings suggest that more attractive sales promotions, higher interactivity in live streaming shopping, and stronger hedonic consumption motives increase consumers’ tendency to engage in impulsive buying behavior. This study is expected to contribute theoretically to marketing literature and provide practical insights for e-commerce businesses in developing effective marketing strategies.

Pengaruh Kualitas Pelayanan, Persepsi Nilai dan Citra Merek Terhadap Loyalitas Pelanggan Pengguna Jasa Gojek di Kota Denpasar I Kadek Adi Suradana; I Gusti Ayu Imbayani; Made Pradnyan Permana Usadi
Jurnal Ekonomi, Manajemen Pariwisata dan Perhotelan Vol. 5 No. 2 (2026): 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.v5i2.6587

Customer loyalty is a critical determinant of service sustainability amid increasingly dynamic competition in the online ride-hailing industry. This study aims to examine the effects of service quality, perceived value, and brand image on customer loyalty among Gojek users in Denpasar City. The research employed an associative quantitative approach with purposive sampling of 150 respondents, namely Gojek users residing in Denpasar who used the application at least once a week. Data were collected through a Likert-scale questionnaire, interviews, and documentation. The research instrument met validity and reliability criteria, and the data were analyzed using multiple linear regression along with classical assumption tests. The results indicate that service quality has a positive and significant effect on customer loyalty (β = 0.240; p < 0.05), perceived value has a positive and significant effect on customer loyalty (β = 0.326; p < 0.05), and brand image has a positive and significant effect on customer loyalty (β = 0.413; p < 0.05). Simultaneously, these three variables explain 69.4% of the variance in customer loyalty (Adjusted R² = 0.694), and the model is considered fit (F = 113.659; p < 0.05). These findings suggest that strengthening brand image, improving service quality, and enhancing customers’ perceived value should be prioritized as key strategies for Gojek to maintain user loyalty in Denpasar City.

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