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I Ketut Merta
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Economics, Econometrics & Finance Social Sciences

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EFFECT BRAND IMAGE DAN SOCIAL MEDIA MARKETING TERHADAP PURCHASE INTENTION UMKM KAIN ENDEK GIANYAR BALI Ni Ketut Murdani; I Ketut Merta
Jurnal Ilmiah Satyagraha Vol. 6 No. 1 (2023): Jurnal Ilmiah Satyagraha
Publisher : Universitas Mahendradatta

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Penelitian ini berjudul effect brand image dan social media marketingterhadap purchase intention umkm kain endek Gianyar Bali. Kecenderunganuntuk memustuskan membeli produk fashion menjadikan produk kain endeksebagai pilihan untuk memenuhi kebutuhan fashion, baik itu fashion untuk adatmaupun formalitas. Seiring dengan perkembangan globalisasi sekarang ini faktorperkembangan UMKM di Indonesia tak lepas dari adanya perkembanganteknologi salah satunya pemasaran produk melalui social media. Penelitian inibertujuan untuk menguji hipotesis pengaruh brand image dan social mediamarketing terhadap purchase intention umkm kain endek Gianyar Bali. Sampeldalam penelitian ini menggunakan 100 sampel dari umkm kain endek GianyarBali. Pengumpulan data melalui kuesioner. Teknik analisis yang digunakan dalampenelitian ini menggunakan analisis regresi linear berganda dengan menggunakanprogram SPSS sebagai alat analisis. Hasil F test bahwa brand image dan socialmedia marketing berpengaruh secara bersamaan terhadap purchase intentionUMKM kain Endek Gianyar Bali dengan nilai signifikan 0,000 < 0,05 serta Fhitung > F tabel (90,913 > 3,09). Koefisien korelasi berganda menyatakan bahwabrand image dan social media marketing terhadap purchase intention memilikikorelasi yang kuat. Koefisen determinasi diperoleh sebesar sebesar 64,5%variabel purchase intention dipengaruhi oleh variabel brand image dan socialmedia marketing, sedangkan sisanya sebesar 35,5% dijelaskan oleh faktor lainyang tidak dimasukkan ke dalam model. Brand image dan social media marketingberpengaruh secara bersamaan terhadap purchase intention UMKM kain EndekGianyar Bali. Hal ini berarti semakin baik brand image dan social mediamarketing secara bersamaan maka purchase intention UMKM kain endek GianyarBali akan semkin meningkat. Sedangkan jika brand image dan social mediamarketing secara bersamaan semakin buruk maka purchase intention UMKM kainendek Gianyar Bali akan semakin menurun.
STRATEGI PEMANFAATAN INSTAGRAM SEBAGAI MEDIA DIGITAL MARKETING DALAM MENINGKATKAN OCCUPANCY HOTEL DIASA PANDEMI COVID-19 DI KABUPATEN BADUNG – BALI Kadek Kreniawati; Ni Ketut Murdani; I Ketut Merta
Jurnal Ilmiah Satyagraha Vol. 5 No. 1 (2022): Jurnal Ilmiah Satyagraha
Publisher : Universitas Mahendradatta

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Bali has a tourism center in the Badung area, one of which isthe Paragon Resort Hotel. During the COVID-19 pandemic, many hotelsexperienced a decrease in visitors, therefore various promotional tips werecarried out by hotel management, one of which was using Instagram. This studyaims to determine how much influence Instagram as a digital marketing mediahas on increasing hotel occupancy during the COVID-19 pandemic in BadungBali Regency.In this study, there are two independent variables, namely DigitalMarketing (X1), Instagram (X2) and the dependent variable, namely IncreasingHotel Occupancy (Y). The research method used is quantitative research methodsand sample collection by convenience sampling method. Data was collectedthrough the distribution of online questionnaires via google form to 100respondents. The data processing technique was carried out by descriptiveanalysis through research instrument testing, classical assumption testing, andhypothesis testing. Through the multiple linear analysis test the results obtainedon the Instagram variable (X1) have an effect of 0.394 while the Digital marketingvariable (X2) has an influence of 0.576 on hotel occupancy (Y). In addition, fromthe results of the coefficient of determination test, there are results of .478, whichmeans that the influence of the independent variable (X) on the dependentvariable (Y) has a very large influence, namely 47.8%. The t-test results show thatthe significance value is <0.05, which is 0.010 in the X1 variable, while the X2variable also obtains a significance value of <0.05, which is 0.000 so that it canbe stated that Instagram and digital marketing media have a significant effect onincreasing hotel occupancy ( Y). In the F test there is a calculated F result that is44,452 and a significance of 0.000 < 0.05, this means that there is a simultaneouseffect of Instagram (x1) and digital marketing media (x2) on increasing hoteloccupancy (Y)
Co-Authors Kadek Kreniawati Ni Ketut Murdani