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All Journal Jurnal Locus Penelitian dan Pengabdian The Es Economics and Entrepreneurship
Purnama Trimurti, Christimulia
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Aerospace Engineering Automotive Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Electrical & Electronics Engineering Mathematics

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The Influence Of Promotion And Word Of Mouth On The Decision To Choose An International Kaniva Job Training Institution Through Brand Image As A Mediation Variable Handayani, Ni Putu Lely; Joko Adinegara, I Gusti Ngurah; Komalasari, Yeyen; Purnama Trimurti, Christimulia
The Es Economics and Entrepreneurship Vol. 3 No. 01 (2024): The Es Economics And Entrepreneurship (ESEE)
Publisher : Eastasouth Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/esee.v3i01.309

Abstract

This study aims to understand how promotion and word of mouth affect consumer perceptions of Kaniva International's brand image, as well as how these perceptions influence consumer decisions in choosing this training institution. The study used a quantitative approach with an associative research design and involved 72 respondents as samples. Data collection techniques include questionnaires, interviews, observations, and literature studies. Data analysis was conducted using Partial Least Square (PLS), a variant-based structural equation model. The results showed that promotion and word of mouth have a positive influence on the decision to choose LPK Kaniva International and also on its brand image. Brand image also has a positive effect on the decision to choose Kaniva International. In addition, promotion and word of mouth influence the decision to choose Kaniva International through brand image mediation, suggesting that effective promotion strategies and word of mouth recommendations can improve brand image perceptions and influence consumer decisions.
The Influence Of Role Conflict, Social Support, And Work Life Balance On Psychological Well-being And Women's Career Development At Hope Christian Education Foundation Dewi, Ni Made Rai Kristiana; Komalasari, Yeyen; Joko Adinegara, I Gusti Ngurah; Purnama Trimurti, Christimulia
The Es Economics and Entrepreneurship Vol. 3 No. 01 (2024): The Es Economics And Entrepreneurship (ESEE)
Publisher : Eastasouth Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/esee.v3i01.310

Abstract

This research aims to explore the influence of role conflict, social support, and work-life balance on the psychology well-being and career development of women at Christian College Foundation Hope. The study employs a quantitative approaches using questionnaires, interviews, observations, and literature review methods. Data analysis will be conducted using Partials Least Squares (PLS), which is a component of the Structural Equations Modeling (SEM) framework. The results indicate that family social support has a negative influence on dual-role conflict. Higher family social support is associated with lower levels of dual-role conflict experienced by women, thus minimizing such conflicts and aiding women in focusing more on their career development. Additionally, achieving a balance between life and work is a crucial need for individuals in seeking meaning and quality in their lives. Therefore, social support from both family and work environments is essential for women to pursue their careers without neglecting other roles. The findings of this research are expected to contribute to a better understanding of the dual-role conflicts experienced by working women and their impacts on career development.
Pengaruh Content Marketing dan Brand Image Terhadap Keputusan Pembelian Produk Glad2glow Melalui Kepercayaan Konsumen di Bali Putu Agus Aryawan, I; Ngurah Joko Adinegara, Gusti; Gusti Bagus Rai Utama, I; Purnama Trimurti, Christimulia
Jurnal Locus Penelitian dan Pengabdian Vol. 5 No. 5 (2026): JURNAL LOCUS: Penelitian dan Pengabdian
Publisher : Riviera Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58344/locus.v5i5.5602

Abstract

Penelitian ini bertujuan menganalisis pengaruh content marketing dan brand image terhadap keputusan pembelian produk Glad2Glow secara online, dengan kepercayaan konsumen sebagai variabel mediasi pada generasi Milenial dan Gen Z di Bali. Penelitian menggunakan pendekatan kuantitatif dengan metode deskriptif-verifikatif melalui kuesioner berskala Likert 1–5 kepada konsumen yang pernah berbelanja secara online. Analisis data dilakukan dengan teknik statistik inferensial untuk menguji hubungan langsung dan tidak langsung antarvariabel. Hasil menunjukkan bahwa semua variabel berada pada kategori tinggi, menandakan persepsi positif responden terhadap strategi pemasaran Glad2Glow. Secara inferensial, content marketing dan brand image tidak berpengaruh langsung terhadap keputusan pembelian, tetapi berpengaruh positif dan signifikan terhadap kepercayaan konsumen. Kepercayaan konsumen terbukti berpengaruh signifikan terhadap keputusan pembelian serta memediasi sepenuhnya pengaruh content marketing dan brand image. Temuan ini menegaskan bahwa strategi pemasaran digital akan efektif jika mampu membangun kepercayaan melalui konten yang relevan, citra merek yang konsisten, dan pengurangan persepsi risiko dalam transaksi online.
Co-Authors Dewi, Ni Made Rai Kristiana Handayani, Ni Putu Lely I Gusti Bagus Rai Utama Joko Adinegara, I Gusti Ngurah Ngurah Joko Adinegara, Gusti Putu Agus Aryawan, I Yeyen Komalasari