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All Journal Warmadewa Management and Business Journal (WMBJ) INTERNATIONAL JOURNAL OF ECONOMIC LITERATURE (INJOLE)
I Gusti Ayu Tirtayani
Fakultas Ekonomi dan Bisnis, Universitas Pendidikan Nasional, Denpasar
Economics, Econometrics & Finance

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THE ROLE OF DIGITAL MARKETING STRATEGY MEDIATES THE INFLUENCE OF DIGITAL ORIENTATION ON SUSTAINABLE BUSINESS PERFORMANCE Putu Laksmita Dewi Rahmayanti; I Wayan Suartina; Ni Nyoman Kerti Yasa; I Gusti Ayu Tirtayani
INTERNATIONAL JOURNAL OF ECONOMIC LITERATURE Vol. 1 No. 6 (2024): INTERNATIONAL JOURNAL OF ECONOMIC LITERATURE (INJOLE)
Publisher : Adisam Publisher

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Abstract

This study aims to examine and explain the role of digital marketing strategy in mediating the effect of digital Orientation on sustainable business performance. The population of this study is Endek MSMES business actors in Bali who have adopted digital strategies within the last three years. The sample size used was 65 people using the purposive sampling method. The analysis technique used is Path Analysis using SEM- PLS. The results showed that digital Orientation affects sustainable business performance, digital Orientation affects digital marketing strategy, and digital marketing strategy also affects sustainable business performance. Digital marketing strategy can partially mediate the effect of digital Orientation on sustainable business performance. Therefore, endek MSME need to pay attention and increase the intensity of adopting digital marketing strategies to improve sustainable business performance.
PERAN BRAND LOVE MEMEDIASI PENGARUH BRAND SATISFACTION TERHADAP BRAND LOYALTY (Studi pada pelanggan Toko Buku Gramedia di Kota Denpasar) Putu Laksmita Dewi Rahmayanti; Ni Nyoman Kerti Yasa; I Gusti Ayu Tirtayani
Warmadewa Management and Business Journal (WMBJ) Vol. 6 No. 2 (2024)
Publisher : Fakultas Ekonomi Universitas Warmadewa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22225/wmbj.6.2.2024.81-99

Abstract

The purpose of this study was to test and explain the role of brand love in mediating the effect of brand satisfaction on brand loyalty. The population of this study were people in Denpasar City who had shopped for books at least 2 times at Gramedia Bookstore in the past year. The sample size used was 110 people with purposive sampling method. The analysis technique used is Path Analysis using SEM-PLS. The results showed that brand satisfaction has no effect on brand loyalty, brand satisfaction has a positive and significant effect on brand love, and brand love has a positive and significant effect on brand loyalty, and brand love is able to fully mediate the effect of brand satisfaction on brand loyalty. This means that brand love is very important to exist between the influence of brand satisfaction on brand loyalty so that its influence becomes significant. Therefore, in the future, Gramedia bookstore really needs to build brand love from its customers.
Co-Authors I Wayan Suartina Ni Nyoman Kerti Yasa Putu Laksmita Dewi Rahmayanti Putu Laksmita Dewi Rahmayanti