Article Per Year (5 Year)
p-Index From 2020 - 2025
0.562
P-Index
This Author published in this journals
All Journal Sibatik Journal : Jurnal Ilmiah Bidang Sosial, Ekonomi, Budaya, Teknologi, Dan Pendidikan Jurnal Bina Bangsa Ekonomika
Ayu Tirtayani, I Gusti
Unknown Affiliation
Arts Computer Science & IT Economics, Econometrics & Finance Education Social Sciences

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

Found 3 Documents
Search

 1 
PENGARUH COUNTRY OF ORIGIN DAN KUALITAS PRODUK TERHADAP MINAT BELI KONSUMEN DENGAN PERSEPSI SEBAGAI FAKTOR MEDIASI PADA PRODUK COSRX Aprilia, I Gusti Ayu Sinta Dewi; Putri Prawitasari , Putu; Ayu Tirtayani, I Gusti; Anjani, Ni Ketut
Jurnal Bina Bangsa Ekonomika Vol. 18 No. 1 (2025): Jurnal Bina Bangsa Ekonomika (JBBE)
Publisher : LP2M Universitas Bina Bangsa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46306/jbbe.v18i1.773

Abstract

One of the popular skincare brands is COSRX which has gained popularity in various countries including Indonesia because of its innovative formulation and recognized quality. This study aims to determine the influence of Country of Origin and product quality on consumer buying interest with perception as a mediating factor in COSRX products. This study uses the purposive sampling method in taking samples with a total of 100 respondents. The data collection method is carried out by distributing questionnaires directly at cosmetic stores or through Google Forms distributed on social media such as WhatsApp and Instagram. Data analysis uses multiple linear regression analysis with SPSS 25 for windows program. Based on statistical methods, validity tests, reliability tests, multicollinearity tests, heteroscedasticity tests, normality tests, multiple linear regression tests, partial tests, simultaneous tests and determination coefficient tests were carried out. The results of the study show that product quality and consumer perception play a major role in influencing purchasing decisions.
PENGARUH PRODUCT PLACEMENT TERHADAP PURCHASE INTENTION DENGAN BRAND AWARENESS SEBAGAI VARIABEL MEDIASI (STUDI KASUS PADA PRODUK REALFOOD JELLY DALAM VARIETY SHOW GOING SEVENTEEN) Irna Suryani, Ni Putu; Putri Prawitasari, Putu; Ratih Nurmalasari, Made; Ayu Tirtayani, I Gusti
Jurnal Bina Bangsa Ekonomika Vol. 18 No. 1 (2025): Jurnal Bina Bangsa Ekonomika (JBBE)
Publisher : LP2M Universitas Bina Bangsa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46306/jbbe.v18i1.779

Abstract

This research purpose is to determine the effect of product placement on purchase intention through brand awareness as a mediating variable for a case study in the Realfood Jelly product at the Going Seventeen Variety Show. This research uses the S-O-R theory, which states that a response will be obtained when an individual receives stimulus from the media. Product placement in this research as a stimulus and purchase intention as a response. The population in this research is residents of Denpasar city as internet users, especially the YouTube application. The sample of the research there was 112 respondents used purposive sampling technique. The type of data used is quantitative data with data collection method through distributing questionnaires. The data analysis used is Structural Equation Model ─ Partial Least Square (SEM-PLS). The results of this research are (1) product placement variable has a positive and significant effect on purchase intention, (2) The product placement variable has positive and significant effect on brand awareness, (3) The brand awareness variable has positive and significant effect on purchase intention, and (4) The brand awareness as a mediates variable output is positive and significantly between product placement to purchase intention.
PENGARUH CONTENT MARKETING TERHADAP PURCHASE INTENTION YANG DIMEDIASI OLEH TRUST Kevin Septian Wiryadharma, Putu; Ayu Tirtayani, I Gusti
SIBATIK JOURNAL: Jurnal Ilmiah Bidang Sosial, Ekonomi, Budaya, Teknologi, Dan Pendidikan Vol. 4 No. 11 (2025)
Publisher : Penerbit Lafadz Jaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54443/sibatik.v4i11.3678

Abstract

Digital transformation has fundamentally reshaped marketing paradigms, positioning content marketing as a key strategy for building meaningful relationships between brands and consumers. This study aims to analyze the effect of content marketing on purchase intention with trust as a mediating variable among male TikTok users in Denpasar City who are aware of the RUCAS fashion brand. This research employs a quantitative approach with a purposive sampling technique involving 100 qualified respondents. Data were collected through a Likert-scale questionnaire and analyzed using Structural Equation Modeling–Partial Least Square (SEM-PLS). The findings reveal that content marketing has a positive and significant effect on trust (t = 12.747; p < 0.05), trust positively affects purchase intention (t = 2.512; p < 0.05), and content marketing also positively affects purchase intention (t = 4.052; p < 0.05). Furthermore, trust partially mediates the relationship between content marketingand purchase intention, with a VAF value of 61.95%. The R² value for trust is 0.588 and for purchase intention is 0.506, while the Q² value of 0.797 indicates a strong model fit. These results highlight that authentic, relevant, and consistent content marketing strategies can effectively build consumer trust, ultimately increasing purchase intentions. Theoretically, this study reinforces the application of the Stimulus–Organism–Response (S-O-R) theory in digital marketing contexts, while practically providing insights for local brands to develop trust-based content marketing strategies as a foundation for improving purchase conversion.
Co-Authors Aprilia, I Gusti Ayu Sinta Dewi Irna Suryani, Ni Putu Kevin Septian Wiryadharma, Putu Ni Ketut Anjani Putri Prawitasari , Putu Putri Prawitasari, Putu Ratih Nurmalasari, Made