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The influence of content, influencer, and experiential marketing on customer engagement of online game applications Desak Made Febri Purnama Sari; Sari Dewi Aprialita
Review of Management, Accounting, and Business Studies Vol. 4 No. 2 (2023)
Publisher : Universitas Pendidikan Nasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38043/revenue.v1i1.2665

Abstract

This study was motivated by the rapid development of online games in Indonesia, particularly in Denpasar City. It could be seen from the download increasement of online games on a number of platforms such as Play Store, Appstore, and also steam chart. Online games nowadays were easy to be played anywhere and anytime with good image quality. Additionally, the government really appreciated and supported the world of online gaming sports or well-known as e-sports. The purposes of this study were; 1) to determine the effect of content marketing on the process of forming customer engagement in online game applications, 2) to find out the influence of influencers on the process of forming customer engagement in online game applications, 3) to determine the effect of experiential marketing on the process of forming customer engagement in online game applications, and 4) to find out whether there is a simultaneous influence between content marketing, influencers, and experiential marketing to customer engagement on online games in Denpasar. This study used the quantitative data analysis method. Data collection techniques used were observation and questionnaires. Then, the data were analyzed by using SPSS. Partially, content adoption, influencer, and experiential marketing have a positive and significant influence on customer engagement in online games in Denpasar. The results of this study indicated that (1) variable content has a positive and significant effect on customer engagement, (2) influencer variables have a positive and significant effect on customer engagement, (3) experiential marketing variables have a positive and significant effect on customer engagement, and (4) content, influencers, and experiential marketing variables have a positive and significant effect on customer engagement.
Exploring the mediating role of beauty influencer effectiveness on skincare products: Does credibility still influence purchase intention? Desak Made Febri Purnama Sari; Made Ayu Sintya Nandini; Ni Made Sumarningsih; Ida Nyoman Basmantra
Review of Management, Accounting, and Business Studies Vol. 5 No. 1 (2024)
Publisher : Universitas Pendidikan Nasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38043/revenue.v5i1.5584

Abstract

The study explored the impact of beauty influencer credibility on purchase intention, focusing on how influencer effectiveness mediated this relationship. With the rise of social media platforms like Instagram and YouTube, beauty influencers have become key players in shaping consumer behavior, particularly in the competitive beauty industry where local brands like Somethinc compete with global brands. The research analyzed responses from 100 female teenagers aged 15-24 in Bali using Structural Equation Modeling (SEM) and Partial Least Squares (PLS) analysis. The results showed that beauty influencer credibility had a direct and positive effect on influencer effectiveness, with trust and expertise being critical factors. Influencer effectiveness significantly increased purchase intention, as consumers were more likely to make purchasing decisions when influencers communicated persuasively. Credibility also directly influenced purchase intention, but its effect was strengthened when mediated by influencer effectiveness. The findings highlighted that credibility alone was not sufficient; influencers needed to effectively engage their audience to maximize their impact. The study provided valuable insights for beauty brands, suggesting that selecting credible and effective influencers is crucial for successful digital marketing. It also opened avenues for future research into additional factors such as brand loyalty and price, and the potential for cross-cultural and longitudinal studies.
Gamers' interest in microtransaction activities at valve corporation Desak Made Febri Purnama Sari; Niko Kurniawan; Ni Made Sumarningsih; Ida Nyoman Basmantra
Review of Management, Accounting, and Business Studies Vol. 5 No. 2 (2024)
Publisher : Universitas Pendidikan Nasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38043/revenue.v5i2.5639

Abstract

The rapid growth of the online gaming industry has led to the rise of microtransactions, which have become a core component of the gaming experience. Valve Corporation, a prominent player in this industry, implemented a widely recognized microtransaction model through its platform. This study explored the factors influencing gamers in Bali to engage in microtransaction activities offered by Valve Corporation. Specifically, it investigated the effects of functional quality and price utility on purchase interest, with enjoyment serving as a mediating factor. The research targeted gamers in Bali who had previously engaged in microtransactions, employing an Accidental Sampling technique to collect data from 112 respondents. The analysis utilized Structural Equation Modeling - Partial Least Squares (SEM-PLS) to test the hypotheses. The findings revealed that functional quality and price utility both had significant positive effects on enjoyment and purchase interest. Furthermore, enjoyment not only directly influenced purchase interest but also mediated the effects of functional quality and price utility on purchase interest. These results highlight the critical role of enjoyment in shaping gamers’ decisions to participate in microtransactions, offering valuable insights for companies aiming to optimize their gaming platforms.
Memperoleh Work Life Harmony di Tengah Tekanan Kerja: Eksplorasi Fenomenologi Kehidupan Barista di Coffee Shop Denpasar I Gede Ardra Pratama Putra; I Putu Dharmawan Pradhana; I Nengah Wirsa; Desak Made Febri Purnama Sari
KALBISOCIO Jurnal Bisnis dan Komunikasi Vol. 12 No. 3 (2025): KALBISOCIO Jurnal Bisnis dan Komunikasi
Publisher : Research and Community Service UNIVERSITAS KALBIS

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53008/mvnmhw81

Abstract

The high work dynamics in the food and beverage industry place coffee shop baristas in Denpasar City under work pressure conditions that have the potential to affect work-life harmony, especially among Generation Z workers. This study aims to describe and analyze the work pressure experienced by baristas, the coping strategies used, and the role of social support and organizational policies in shaping work-life harmony. This study uses a qualitative approach with a phenomenological method. Data were obtained through observation, in-depth interviews, and documentation of informants selected purposively and snowball, including baristas, coworkers, superiors, and psychology lecturers. Data analysis was conducted thematically through coding, person statement comparison, and node comparison with the help of NVivo software. The results show that barista work pressure mainly occurs during peak operating hours, multitasking demands, and high service standards. Efforts to achieve work-life harmony are carried out through flexible time management, social support in the work environment, positive work interpretation, and organizational policies that pay attention to employee welfare. Theoretically, this research contributes to enriching the understanding of the concept of work-life harmony in the context of Generation Z by linking an individual's ability to control their behavior to the constraints of the work environment as described in Behavioral Constraint Theory. These findings are expected to serve as a practical reference for food and beverage business managers in creating a more harmonious work environment.
Pengaruh Kualitas Produk, Harga, dan Citra Merek terhadap Minat Beli Kembali dengan Kepuasan Konsumen sebagai Variabel Mediasi pada Produk Uniqlo I Putu Agus Saputa; Luh Putu Mahyuni; I Made Candra Mandira; Desak Made Febri Purnama Sari
AKADEMIK: Jurnal Mahasiswa Ekonomi & Bisnis Vol. 6 No. 1 (2026): AKADEMIK: Jurnal Mahasiswa Ekonomi & Bisnis
Publisher : Perhimpunan Sarjana Ekonomi dan Bisnis

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37481/jmeb.v6i1.1814

Abstract

This study analyzes how product quality, price, and brand image influence repurchase intention, with consumer satisfaction acting as a mediating variable in the context of Uniqlo products. Competition in Indonesia’s fashion retail sector has intensified, especially among Generation Z consumers who are highly responsive to value perception and brand experience. Understanding the drivers that shape their repurchase behavior is therefore essential. Data were obtained through an online survey completed by 189 respondents selected using purposive sampling. The analysis employed Partial Least Squares (PLS) through SmartPLS 4 to assess both measurement and structural models. The results indicate that product quality, price fairness, and brand image each contribute positively to consumer satisfaction. Furthermore, consumer satisfaction and product quality significantly strengthen repurchase intention. Brand image shows both a direct effect on repurchase intention and an indirect influence through consumer satisfaction as a mediating factor. The model also demonstrates strong predictive relevance, highlighting the importance of these variables in explaining repeat purchasing behavior. These findings reinforce the role of perceived value and brand credibility in maintaining consumer loyalty within the competitive fashion retail landscape.
THE EFFECT OF EXPERIENTIAL MARKETING AND CUSTOMER EXPERIENCE ON REVISIT INTENTION WITH PERCEIVED VALUE AS A MEDIATION VARIABLE IN THE VILLA INDUSTRY IN BALI PROVINCE Anak Agung Ngurah Manik Indra Putra; Desak Made Febri Purnama Sari; Anak Agung Ayu Mirah Kencanawati
International Journal of Social Science, Educational, Economics, Agriculture Research and Technology (IJSET) Vol. 5 No. 9 (2026): AUGUST
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.5281/zenodo.22011006

Abstract

The villa industry in Bali Province faces increasingly fierce competition due to the increasing number of accommodations, changing tourist preferences, and growing demands for authentic and sustainable tourism experiences. This condition is exacerbated by the declining occupancy rate of legal villas in Bali, necessitating strategies capable of increasing tourist loyalty through revisit intention . In this context, experiential marketing and customer experience are seen as important factors that can shape sustainable perceived value and encourage tourist revisit intentions. This study aims to analyze the influence of experiential marketing and customer experience on revisit intention through sustainable perceived value in the villa industry in Bali Province. This study uses a quantitative approach with a survey method of tourists who have stayed at villas in Badung, Gianyar, and Tabanan Regencies. Data collection was carried out by distributing structured questionnaires to respondents, namely foreign and local tourists who meet the research criteria. The research data were analyzed using inferential statistics to test the direct and indirect effects between research variables, including experiential marketing, customer experience, sustainable perceived value, and revisit intention. The results show that experiential marketing and customer experience have a positive and significant effect on sustainable perceived value among customers of the villa industry in Bali. Furthermore, sustainable perceived value has been shown to have a positive and significant effect on revisit intention. This study also found that experiential marketing and customer experience have a positive and significant effect on revisit intention, both directly and indirectly through sustainable perceived value as a mediating variable. These findings indicate that an authentic, comfortable, and memorable customer experience can increase tourists' perceived value towards the villa, thereby encouraging tourists' intention to revisit. This study provides theoretical contributions to the development of experiential marketing, customer experience , and consumer behavior studies in the sustainable tourism sector. Furthermore, this study also provides practical implications for villa managers in Bali to design marketing strategies oriented towards customer experience, service quality, and sustainable value creation to increase tourist loyalty and revisit intention amidst the increasingly competitive villa industry.
Analisis Push And Pull Motivation Factors Terhadap Minat Berkunjung Wisatawan Ke Kabupaten Karangasem, Bali Desak Made Febri Purnama Sari; Ni Komang Safitri; Komang Sri Widiantari; I Gusti Ayu Putu Wita Indrayani
JURNAL BISNIS HOSPITALITI Vol 14 No 2 (2025): Jurnal Bisnis Hospitaliti
Publisher : Pusat Penelitian & Pengabdian kepada Masyarakat, Politeknik Pariwisata Bali

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52352/jbh.v14i2.1818

Abstract

Research purposes to identify the factors influencing tourists' interest in visiting Karangasem Regency, Bali.  A quantitative data analysis was conducted involving 192 domestic tourists visiting Karangasem Regency. The data were analyzed using Confirmatory Factor Analysis (CFA) in SPSS version 25. The analysis revealed that from the initial 32 indicators tested, three main factors emerged that can explain the interest in visiting Karangasem Regency: "peak travel experience," "social bonding," and "retreat." This research identifies that these factors play a significant role in influencing tourists' interest in visiting Karangasem Regency, Bali. The findings are expected to enrich the understanding of push and pull factor analysis regarding tourists' interest in visiting Karangasem, Bali. Furthermore, this study serves as a reference for authors and readers in the future development of tourism marketing management knowledge.
The Role of FOMO and Parasocial Interaction Through E-WOM on the Decision to Visit Bali’s Marine Tourism Desak Made Febri Purnama Sari; I Komang Gede Darma Partha; I Gusti Ngurah Widya Hadi Saputra; I Gusti Ayu Tirtayani
International Journal of Economics and Management Research Vol. 4 No. 3 (2025): December : International Journal of Economics and Management Research
Publisher : International Forum of Researchers and Lecturers

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/ijemr.v4i3.666

Abstract

Tourism has become one of Indonesia’s most dynamic sectors, with Bali positioned as a leading destination for marine-based attractions such as Amed, Tanjung Benoa, Menjangan, and Lovina. The rapid growth of social media platforms has transformed destination marketing, where psychological and digital factors increasingly shape tourist behavior. This study investigates the role of Fear of Missing Out (FOMO) and parasocial interaction in influencing domestic tourists’ decisions to visit Bali’s marine tourism, with electronic word-of-mouth (E-WOM) examined as a mediating variable. Using the Theory of Planned Behavior (TPB) as a framework, FOMO is conceptualized as shaping attitudes, parasocial interaction as influencing subjective norms, and E-WOM as enhancing perceived behavioral control. The research employed a quantitative approach with purposive sampling of 180 respondents who had engaged in marine tourism and actively used social media. Data were analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS). Results indicate that FOMO, parasocial interaction, and E-WOM each have significant positive effects on visit decisions. FOMO and parasocial interaction also significantly drive E-WOM activity, which partially mediates their influence on visiting decisions. The findings highlight that while psychological drivers and digital communication play a substantial role, external factors such as destination conditions, costs, and family preferences remain influential. This study contributes to tourism literature by clarifying inconsistent findings in prior research and emphasizing the importance of integrating psychological constructs with digital communication strategies. Practically, the results suggest that tourism stakeholders should optimize social media storytelling and encourage authentic E-WOM to strengthen destination appeal.
From Emotion to Transaction: How TikTok Live Forges Buyer-Seller Bonds in Fashion Cita, Kadek Karina Weda; Sari, Desak Made Febri Purnama
Jurnal Minds: Manajemen Ide dan Inspirasi Vol 13 No 1 (2026): June
Publisher : Management Department, Universitas Islam Negeri Alauddin Makassar, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24252/minds.v13i1.65493

Abstract

This study aims to examine the influence of search cues and evaluation cues on purchase intention, with emotional engagement as a mediating variable, specifically within Indonesia’s mid-range women’s fashion market on TikTok Live. Using a quantitative causal approach, data were collected via questionnaires from 250 TikTok Live users who engage with mid-range brands such as This Is April, Ecinos, and ShopatVelvet. Data analysis was performed using SEM-PLS. The results indicate that all search cues (streamer attractiveness and co-viewer involvement) and evaluation cues (social pricing and substitutability of personal examination) have a positive and significant effect on emotional engagement. Furthermore, emotional engagement was found to positively influence purchase intention and serve as a partial mediator in the relationship between all independent variables and purchase intention. These findings suggest that enhancing interactive elements and emotional connections during live sessions can significantly optimize digital marketing strategies and drive buying interest.
Co-Authors A.A.N. Oka Suryadinatha Gorda Adriati, I Gusti. Ayu Wirati Adyatna Wedananta, Kadek Alvin Arlantara Putra Anak Agung Ayu Mirah Kencanawati Anak Agung Ngurah Eddy Supriyadinata Gorda Anak Agung Ngurah Manik Indra Putra Anak Agung Sagung Dinda Savitri Devi Anggraeni Kesuma, Ni Putu Regita Anggraeni, Ni Putu Novi Apriliathi, Ni Putu Siska Ari Lestari, Ni Kadek Ari, Gede Yona Krisna Arimbawa, Komang Gede Assyifa Nur Annisa Permana Ayu Tirtayani, I Gusti Bellinda Octavia, Vania Cintya Dewi, Putu Cita, Kadek Karina Weda Cremadin, Putu Shata Dewa Ayu Pt Yusirika Tirani Dewi Dewi, Dewa Ayu Pt Yusirika Tirani Dwiya, Ketut Gede Sri Elysia, Dina G.A Putu Anggun Darmaningsih Gadis Penta Listaryadi Gede Sri Darma Gusti Alit Suputra Helmy Safitri I Gede Ardra Pratama Putra I Gede Rihayana I Gusti Ayu Putu Wita Indrayani I Gusti Ayu Putu Wita Indrayani I Gusti Ayu Tirtayani I Gusti Ayu Tirtayani I Gusti Bagus Udayana I Gusti Ngurah Widya Hadi Saputra I Kadek Eko Bayu Satria I Komang Adi Pradana I Komang Gede Darma Partha I Made Candra Mandira I Made Suidarma I Nengah Wirsa I Nengah Wirsa I Nyoman Sunarta I Putu Abdi Putra Budiartha I Putu Agus Saputa I Putu Dharmawan Pradhana I Wayan Gde Sarmawa Ida Ayu Intan Swandewi Ida Ayu Iswari Pidada Ida Ayu Iswari Pidada Ida Ayu Oka Martini Ida Ayu Putu Megawati Ida Nyoman Basmantra Ida Nyoman Basmantra Ignacia Linda Marcelina Indrayani, Luh Wulan Widi Jaya, I Ketut Aditya Juwita Sari, Putu Ratna Kadek Ayu Maysia Danalia Mas Kadek Pande Widana Putra Kadek Paramitha Mega Widya Dewi Ketut Gede Sri Dwiya Ketut Tanti Kustina Komang Sri Rahayu Komang Sri Widiantari Komang Sri Widiantari Laksmi, Kadek Wulandari Lingga Aqila Maharani Made Ayu Sintya Nandini Made Mulyadi Maharani, Putu Serly Mahyuni, Luh Putu Mananga, Christoper Hadi Aba Manik Parasari, Nyoman Sri Marsyah Fiolita Marsyah Fiolita Meisya Venita, Putu Bella Mitafitrotin Mitafitrotin Mitafitrotin, Mitafitrotin Muhammad Ilham Syamputra Ni Kadek Dwijayanti Kusuma Putri Ni Kadek Nolla Hari Saputri Ni Kadek Risa Indriyani Ni Ketut Mira Ayu Agustin Ni Komang Safitri Ni Komang Yuliani Ni Luh Bintang Maha Putri Ni Luh Ria Sukmadani, Ria Ni Made Dhian Rani Yulianti Ni Made Lira Cantika Permata Dewi, Lira Cantika Ni Made Rukmiyati Ni Made Sumarningsih Ni Nyoman Sri Wisudawati Ni Putu Anggi Trusiana Maherliza Ni Putu Bayu Widhi Antari Ni Putu Novi Anggraeni Ni Putu Satya Wiryani Ni Putu Sinta Febiola Indah Parwati Niko Kurniawan Nilna Muna Noviyanti, Ni Made Dian Nurul Qomariah Nyoman Aditya Brahma Putra Paramita Pika, Putu Ayu Titha Parasari, Nyoman Sri Manik Perdana Putra, I Made Paramahansa Yogananda Pika, Putu Ayu Titha Paramita Pradipta Arba, Ida Bagus Agung Rama Pradnyanika, Ni Kadek Yodi Pramudya, Made Reynaldo Prihatin Dwi Febriani Putra, Kadek Pande Widana Putra, Nyoman Aditya Brahma Putri Adnyani, I Gusti Ayu Yogi Putri Oktapia, Ida Ayu Putu Putri, Dita Arnita Putri, Rizkana Nazlia Putu Ayu Titha Paramitha Pika Putu Budi Arnaya Putu Cintya Dewi Putu Dyah Permatha Korry Putu Fanina Mell’yanti Putu Feby Eka Kawi Tantra Rafelito Kharisma Rahardjo Rahma Ardanamesti, A.A.Sagung Resubun, Richard Irianto Ridwan, Wachid RR Devira Amelia Cahyaningtya Safitri, Ni Komang Salma Aulia Ramadhani Samitha, Sang Made Dwi Okayana Saputra, I Made Valentino Rossi Sari Dewi Aprialita Sari, Ni Putu Amanda Wulan Sari, Putu Ratna Juwita Sarmawa, I Wayan Gde Satrio Tegar Tohpati Suningsih, Ni Luh Suputra , Gusti Alit Tantra, I Gusti Lanang Putu Tantra, Putu Feby Eka Kawi Tiara Dewi, Ni Kadek Ajus Vinco, Yeo Wahyu Krisna Kerta Negara Wibisono, Stefanus Rendhy Widyasari, Ni Made Sintya Wijaya, Gede Crisna Wirajaya, Anak Agung Ngurah Mayun Wirsa, I Nengah Yasa, I Putu Eka Sutasoma Sedana Yosephine, Thalia ⁠I Gst Ayu Wirati Adriati