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All Journal JMM UNRAM (Jurnal Magister Manajemen Universitas Mataram) Economic Reviews Journal ManBiz: Journal of Management and Business As-Syirkah: Islamic Economic & Financial Journal
Adriati, I Gst. Ayu Wirati
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Pengaruh Brand Coolness, Brand Authenticity, dan Brand Trust Terhadap Keputusan Pembelian Pada Merek Baru Reever Surf di Kuta Selatan Murdiyasa, I Wayan; Adriati, I Gst. Ayu Wirati
JMM UNRAM - MASTER OF MANAGEMENT JOURNAL Vol. 14 No. 3 (2025): JMM September 2025
Publisher : Fakultas Ekonomi dan Bisnis Universitas Mataram

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29303/jmm.v14i3.828

Abstract

Keputusan pembelian merupakan hasil akhir dari proses evaluasi konsumen terhadap suatu merek, yang dipengaruhi oleh berbagai faktor seperti brand coolness, brand authenticity, dan brand trust. Penelitian ini bertujuan untuk mengetahui pengaruh brand coolness, brand authenticity, dan brand trust terhadap keputusan pembelian pada merek baru Reever Surf di Kuta Selatan. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei melalui penyebaran kuesioner kepada 128 responden yang pernah membeli produk Reever Surf. Analisis data dilakukan menggunakan regresi linear berganda dengan bantuan program SPSS. Hasil penelitian menunjukkan bahwa brand coolness dan brand trust berpengaruh positif dan signifikan terhadap keputusan pembelian, sedangkan brand authenticity tidak berpengaruh signifikan terhadap keputusan pembelian. Secara simultan, ketiga variabel tersebut berpengaruh signifikan terhadap keputusan pembelian dengan nilai koefisien determinasi (R²) sebesar 0,772, yang berarti 77,2% variasi keputusan pembelian dapat dijelaskan oleh ketiga variabel tersebut. Temuan ini menegaskan bahwa persepsi merek yang keren dan kepercayaan terhadap merek merupakan faktor utama yang membentuk keputusan pembelian konsumen terhadap produk Reever Surf.
Pengaruh Cultural Branding, Employee Engagement, dan Teamwork terhadap Kinerja Karyawan: Studi Kasus: Mimpi Manis Restaurant Tegallalang Dewi, Ni Kadek Wiwik Desila Serlita; Adriati, I Gst. Ayu Wirati
As-Syirkah: Islamic Economic & Financial Journal Vol. 4 No. 4 (2025): As-Syirkah: Islamic Economic & Financial Journal 
Publisher : Ikatan Da'i Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56672/

Abstract

This study aims to determine the effect of cultural branding employee engagement, teamwork partially and simultaneously on employee performance. The sample in this study were 32 employees of Mimpi Manis Restaurant. Data analysis techniques used Validity Test, Reliability Test, Classical Assumption Test, Multiple Linear Regression Analysis, Determination Coefficient Test, F Test and t Test. From the results of the study, it was found that motivation had a positive and significant effect on employee performance, employee engagement had a positive and significant effect on employee performance, teamwork had a positive and significant effect on employee performance and cultural branding employee engagement and teamwork together had a significant effect on employee performance. Suggestions that can be given by researchers are Mimpi Manis Restaurant is expected to add more ornaments, carvings, and traditional decorative elements to the interior and exterior of the restaurant, make rewards to employees who are active in cultural activities and programs, create more effective coordination channels between departments, periodically provide training for employees.
Integrasi Content Marketing Model AIDA dan Customer engagement dalam meningkatkan Brand Awareness serta Implikasinya terhadap Keputusan Pembelian Produk Skintific Dewi, Ni Kadek Lia Setia; Adriati, I Gst. Ayu Wirati; P, Komang Widhya Sedana Putra; Widiantari, Komang Sri
Economic Reviews Journal Vol. 4 No. 4 (2025): Economic Reviews Journal
Publisher : Masyarakat Ekonomi Syariah Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56709/mrj.v4i4.1003

Abstract

The development of the digital era has fundamentally transformed the global industrial landscape, especially in the beauty and skincare industry. In Indonesia, a similar phenomenon has occurred significantly. The Central Statistics Agency (2022) noted that the cosmetics industry, including skincare, experienced a growth of 9.61% in 2022. Skintific was able to dominate the market in 2024, successfully breaking through sales figures of IDR 70 billion with its strong digital marketing strategy. This study aims to empirically prove the integration of the AIDA content marketing model and customer engagement in increasing brand awareness and its implications for purchasing decisions for Skintific products. This study uses quantitative analysis techniques. The research population consists of Gen Z buyers of Skintific products in Denpasar City, using non-probability sampling with a purposive sampling technique and a Partial Least Squares - Structural Equation Modeling approach. Based on this sampling technique, 140 Gen Z buyers of skintific products in Denpasar City were selected as samples. The type of data used is primary data using questionnaires and utilizing mediation regression analysis to determine the influence between independent variables, dependent variables, and mediating variables. The results of this study show that the AIDA content marketing model and customer engagement have a significant positive effect on brand awareness. The AIDA content marketing model, customer engagement, and brand awareness have a significant positive effect on purchasing decisions, and brand awareness can strengthen the influence of the AIDA content marketing model and customer engagement on purchasing decisions.
Membangun Loyalitas Karyawan di Lembaga Budaya: Peran Motivasi, Budaya Organisasi, dan Pelatihan di UPTD. Monumen Perjuangan Rakyat Bali Maharani, Ni Putu Ayu Rishya; Adriati, I Gst. Ayu Wirati; Parasari, Nyoman Sri Manik; Korry, Putu Dyah Permatha
ManBiz: Journal of Management and Business Vol. 4 No. 3 (2025): ManBiz: Journal of Management and Business
Publisher : Institut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

Differences in treatment between civil servants and contract employees continue to influence work dynamics within public institutions. At the Bali Struggle Monument (MPRB), disparities in employment status, training opportunities, and reward mechanisms have the potential to reduce employees’ sense of fairness and loyalty. This study aims to examine the influence of motivation, organizational culture, and training both individually and simultaneously on employee loyalty. The sample in this research consisted of 82 employees at UPTD Monumen Perjuangan Rakyat Bali. The data were analyzed using validity and reliability tests, classical assumption tests, multiple linear regression, the coefficient of determination, as well as F-tests and t-tests. The findings show that motivation has a positive and significant effect on employee loyalty, organizational culture also has a positive and significant effect, and training likewise demonstrates a positive and significant impact on loyalty. In addition, motivation, organizational culture, and training together significantly influence employee loyalty.    
Pengaruh Kualitas Pelayanan dan Kepercayaan terhadap Kepuasan Nasabah pada LPD Desa Adat Sanding Tampaksiring Gianyar Mahardika, Wayan Krishna Bintang; Adriati, I Gst. Ayu Wirati
ManBiz: Journal of Management and Business Vol. 4 No. 3 (2025): ManBiz: Journal of Management and Business
Publisher : Institut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

This study aims to determine the effect of service quality and trust on customer satisfaction. The sample in this study is customers of LPD Desa Adat Sanding Tampaksiring Gianyar totaling 98 respondents. The data analysis techniques use validity test, reliability test, classical assumption test, multiple linear regression analysis, coefficient of determination test, F test, and t test. From the results of the study, it is obtained that service quality has a positive and significant effect on customer satisfaction, trust has a positive and significant effect on customer satisfaction, and service quality and trust have a significant effect on customer satisfaction. The magnitude of the influence of the independent variables on customer satisfaction is 60%. The suggestion that can be given by the researcher is that LPD Desa Adat Sanding Tampaksiring Gianyar should always supervise employees in providing services, so that employees try to be friendly in providing services, improve employee abilities in building customer trust by providing training to employees, and improve the quality of services.
Co-Authors Dewi, Ni Kadek Lia Setia Dewi, Ni Kadek Wiwik Desila Serlita Komang Sri Widiantari Komang Widhya Sedana Putra P Maharani, Ni Putu Ayu Rishya Mahardika, Wayan Krishna Bintang Murdiyasa, I Wayan Parasari, Nyoman Sri Manik Putu Dyah Permatha Korry