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All Journal Jurnal Manajemen dan Bisnis Baja (JUMANIS BAJA) Journal of Artificial Intelligence and Digital Business BORJUIS (JURNAL OF ECONOMY)
I Wayan Wirga
Politeknik Negeri Bali
Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Electrical & Electronics Engineering Engineering Social Sciences

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PENGARUH BRAND EQUITY DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN LAYANAN INDIBIZ SEGMEN B2B PADA TELKOM UBUNG Nadya Arinda Putri; I Wayan Wirga; I Made Widiantara
BORJUIS: JURNAL OF ECONOMY Vol. 2 No. 4 (2025): AGUSTUS
Publisher : Adisam Publisher

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

Abstract

This study aims to determine the influence of brand equity and price on the decision to purchase Indibiz services in the B2B segment at Telkom Ubung Region. This study uses a quantitative approach with data collection through the distribution of questionnaires to 62 Telkom B2B customers, using non-probability sampling techniques. Data analysis was conducted using multiple linear regression to test the relationship between brand equity (X1), price (X2), and purchase decisions (Y). The results of the study partially indicate that brand equity and price have a positive and significant effect on purchasing decisions. Simultaneously, both variables were also found to influence purchasing decisions for Indibiz services. The coefficient of determination value shows that brand equity and price can explain 76.8% of the variation in purchasing decisions. These findings have practical implications for Telkom Ubung Regional Management in designing more targeted marketing strategies to increase sales and customer satisfaction in the B2B market. By understanding the role of brand perception and price in influencing customer behavior, Telkom can align its service offerings with consumer needs and strengthen the company's competitive position in the market.
Pengaruh Quality of Product, Price dan Servqual terhadap Product Purchasing Decisions pada Bimo Art Gallery di Seminyak Luh Putu Swandewi Purwaning Tyas; Ida Bagus Putu Suamba; I Wayan Wirga
RIGGS: Journal of Artificial Intelligence and Digital Business Vol. 5 No. 2 (2026): Mei-Juli
Publisher : Prodi Bisnis Digital Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/riggs.v5i2.11454

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh Quality of Product, Price, dan Service Quality terhadap Purchasing Decisions pada Bimo Art Gallery di Seminyak, Bali. Bimo Art Gallery merupakan UMKM yang bergerak di bidang seni, dekorasi, dan barang antik yang menghadapi persaingan ketat di kawasan wisata premium Seminyak. Karakteristik produk seni yang memiliki nilai estetika, keunikan, dan nilai budaya menjadikan keputusan pembelian konsumen dipengaruhi oleh berbagai faktor internal yang dapat dikendalikan oleh manajemen. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei terhadap 100 responden yang merupakan konsumen Bimo Art Gallery. Data dikumpulkan melalui kuesioner berskala Likert dan dianalisis menggunakan analisis regresi linear berganda dengan bantuan IBM SPSS. Sebelum pengujian hipotesis dilakukan, instrumen penelitian telah diuji validitas, reliabilitas, serta memenuhi uji asumsi klasik yang meliputi normalitas, multikolinearitas, dan heteroskedastisitas sehingga model regresi dinyatakan layak digunakan. Hasil penelitian menunjukkan bahwa Quality of Product berpengaruh positif dan signifikan terhadap Purchasing Decisions (sig. 0,001), Price berpengaruh positif dan signifikan serta menjadi variabel paling dominan (sig. 0,000, β = 0,453), dan Service Quality berpengaruh positif dan signifikan terhadap Purchasing Decisions (sig. 0,019). Secara simultan, ketiga variabel berpengaruh signifikan terhadap Purchasing Decisions dengan nilai F hitung sebesar 28,589 (sig. 0,000). Nilai Adjusted R Square sebesar 0,455 menunjukkan bahwa ketiga variabel mampu menjelaskan 45,5% variasi keputusan pembelian. Hasil penelitian ini memberikan implikasi bahwa manajemen Bimo Art Gallery perlu meningkatkan transparansi harga, memperkuat kualitas artistik produk, dan mengembangkan kompetensi staf dalam memberikan pelayanan yang informatif dan personal guna meningkatkan keputusan pembelian konsumen serta memperkuat daya saing galeri seni di kawasan wisata Seminyak.
HOTEL MANAGEMENT STRATEGIES DURING THE LOW SEASON AT CROSS BALI BREAKERS Ni Putu Ayu Purnia Cinta Dewi; Nyoman Indah Kusuma Dewi; I Wayan Wirga
Jurnal Manajemen dan Bisnis Vol. 8 No. 2 (2026): Jurnal Manajemen dan Bisnis Baja (JUMANIS BAJA)
Publisher : LPPM Universitas Banten jaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47080/jmb.v8i2.4855

Abstract

This research aims to analyze the management strategies implemented by Cross Bali Breakers in addressing the challenge of low room occupancy during the low season. The study employs a descriptive qualitative approach, with data collected through interviews, observations, and documentation conducted during the internship program in the Sales and Marketing Department. The data were examined using SWOT analysis and mapped into IFAS, EFAS, IE Matrix, and QSPM to identify the hotel’s internal strengths and weaknesses as well as external opportunities and threats. The findings indicate that the hotel has adopted several strategies, including price-based promotions (flash sales), collaboration with Online Travel Agents (OTAs), domestic staycation packages, and the promotion of wellness and surfing experiences. Based on the IFAS matrix (score 2.50) and EFAS matrix (score 2.40), the hotel is positioned within Cell V, which supports growth-oriented strategies emphasizing product development and market penetration. The QSPM analysis confirms that integrated wellness product development is the main priority, scoring the highest Total Attractiveness Score (TAS = 4.42). Consequently, this study recommends that hotel management shift from short-term price-based promotions to experience-driven, sustainable marketing to ensure long-term competitiveness.
Co-Authors I Made Widiantara Ida Bagus Putu Suamba Luh Putu Swandewi Purwaning Tyas Nadya Arinda Putri Ni Putu Ayu Purnia Cinta Dewi Nyoman Indah Kusuma Dewi