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All Journal Maker: Jurnal Manajemen
Putri, Putu Pita Pyona
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Decision Sciences, Operations Research & Management

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CRAFTING CUSTOMER LOYALTY IN THE BALINESE ARTISANAL SILVER INDUSTRY: THE INTERPLAY OF QUALITY, EMOTION, AND MARKETING Suryawan, Tjokorda Gde Agung Wijaya Kesuma; Abdullah, Sharmini; Putri, Putu Pita Pyona; Meryawan, I Wayan; Dwijayanthi, Anak Agung Istri Agung Ovy
JURNAL MANAJEMEN MAKER STIE SULTAN AGUNG Vol 11 No 1 (2025): Volume 11 Nomor 1 Tahun 2025
Publisher : Sekolah Tinggi Ilmu Ekonomi Sultan Agung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37403/mjm.v11i1.788

Abstract

This study explores the synergistic effects of product quality and marketing capabilities on repurchase intentions in the artisanal silver handicraft industry, with positive emotions acting as a mediating variable. Conducted at Budhi Ayu Silver Art Shop in Celuk Village, Bali, a renowned centre for handcrafted silver jewellery, the research employs a quantitative design with descriptive and associative analysis. Data were collected through surveys, alongside observations, and interviews, and from 112 respondents using purposive random sampling. The data were analysed using Partial Least Squares Structural Equation Modelling (PLS-SEM) to assess the direct and mediating relationships among variables, with the findings indicating that product quality and marketing capabilities significantly influence repurchase intentions, while positive emotions amplify their impact. This research highlights the need for consistent, strategic marketing efforts to boost consumer engagement and emotional resonance, contributing to international marketing theory by integrating emotional pathways into repurchase decision-making, with valuable managerial implications for artisans and marketers in the global creative industries.
Co-Authors Abdullah, Sharmini Anak Agung Istri Agung Ovy Dwijayanthi Meryawan, I Wayan Tjokorda Gde Agung Wijaya Kesuma Suryawan