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Buletin Studi Ekonomi
Published by Universitas Udayana
ISSN : 14104628     EISSN : 25805312     DOI : https://doi.org/10.24843/BSE.2025.v30.i02
Core Subject : Economy, Science,
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance
Buletin Studi Ekonomi is published by the Faculty of Economics and Business, Udayana University. Publish twice a year in February and August. Contains writing that is lifted from the results of research and results of ideas in the fields of economics, management science and accounting science. Editor receives articles that have never been published in print or other electronic media. The submitted script is evaluated and edited for uniformity of formats, terms and other procedures. Print ISSN 1410-4628 and Online ISSN 2580-5312.
Arjuna Subject : Bisnis, Menejemen, dan Akutansi (semua kategori) - Bisnis, Menejemen, dan Akutansi (Lain-Lain)
Articles 10 Documents
 1 
PENGARUH KEKUATAN KEUANGAN DAN KEBIJAKAN DIVIDEN TERHADAP RETURN SAHAM PADA PERUSAHAAN SEKTOR MANUFAKTUR Mohammad Sufie Firzatullah; Yusni Warastuti
Buletin Studi Ekonomi VOLUME.30.NO.02.TAHUN.2025
Publisher : Buletin Studi Ekonomi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24843/BSE.2025.v30.i02.p07

Abstract

Research on the impact of financial strength as measured by the Piotroski F-Score and dividend policy as measured by the dividend payout ratio (dividends per share / earnings per share) on stock returns. The novelty in this study lies in the use of more complex variables by combining financial strength and dividend policy to see the performance of the entity, as well as data samples from the manufacturing sector and the latest research period. The data used include manufacturing sector companies listed on the Indonesia Stock Exchange during the 2021–2023 period with a total of 134 observation data. The analysis method used is multiple linear regression to test the relationship between independent variables and stock returns. The results of the study indicate that financial strength as measured by the Piotroski F-Score has no effect on stock returns, while dividend policy as measured by the DPS ratio has a significant and positive effect on stock returns. Thus, this finding indicates that investors consider dividend policy more in making investment decisions than the company's financial strength.     Studi ini menguji pengaruh kekuatan keuangan yang diukur dengan Piotroski F-Score serta kebijakan dividen yang diukur dengan rasio DPS (dividend per share) terhadap return saham. Kebaruan dalam penelitian ini terletak pada penggunaan variabel yang lebih kompleks dengan menggabungkan kekuatan keuangan dan kebijakan dividen untuk melihat kinerja dari entitas, serta sampel data dari sektor manufaktur dan periode penelitian terbaru. Data yang digunakan mencakup perusahaan sektor manufaktur yang terdaftar di Bursa Efek Indonesia selama periode 2021–2023 dengan total 134 data observasi. Metode analisis yang digunakan adalah regresi linear berganda untuk menguji hubungan antara variabel independen dan return saham. Hasil penelitian menunjukkan bahwa kekuatan keuangan yang diukur dengan Piotroski F-Score tidak memiliki pengaruh terhadap return saham, sedangkan kebijakan dividen yang diukur dengan rasio DPS memiliki pengaruh signifikan dan positif terhadap return saham. Dengan demikian, temuan ini mengindikasikan bahwa investor lebih mempertimbangkan kebijakan dividen dalam pengambilan keputusan investasi dibandingkan dengan kekuatan keuangan perusahaan.
DETERMINAN PDRB DI PROVINSI JAWA TIMUR TAHUN 2018–2023 Rafif Arkananta Arigya; Dyah Wulan Sari; Albertus Eka Putra Haryanto; Indra Nur Fauzi
Buletin Studi Ekonomi VOLUME.30.NO.02.TAHUN.2025
Publisher : Buletin Studi Ekonomi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24843/BSE.2025.v30.i02.p01

Abstract

From 2018 to 2023, the real Regional Domestic Product (RDP) of East Java Province was lower than the target set in the Regional Medium-Term Development Plan (RPJMD). The present study investigates the factors contributing to RDP by analysing the impact of population size, life expectancy, and poverty levels on East Java's RDP. Utilising a quantitative approach, this study employs panel regression analysis to examine changes in variables from year to year across all districts/cities. The data utilised in this study are secondary data sourced from publications by the Central Statistics Agency (BPS) of East Java Province, covering the years 2018 to 2023. The findings indicate that a higher life expectancy has a positive impact on GRDP. Conversely, increases in population size and poverty rates were found to have a negative impact on GRDP. While higher life expectancy is conducive to economic prosperity, uncontrolled population growth and persistent poverty have the potential to impede regional economic development. Consequently, there is a necessity for special interventions to address these adverse impacts.     Antara tahun 2018 dan 2023, Produk Domestik Regional Bruto (PDRB) riil Provinsi Jawa Timur lebih rendah daripada target yang ditetapkan dalam Rencana Pembangunan Jangka Menengah Daerah (RPJMD). Penelitian ini menyelidiki faktor-faktor yang berkontribusi terhadap PDRB dengan menganalisis pengaruh jumlah penduduk, angka harapan hidup, dan tingkat kemiskinan pada PDRB Jawa Timur. Dengan menerapkan pendekatan kuantitatif, penelitian ini menerapkan analisis regresi panel untuk melihat perubahan variabel dari tahun ke tahun di seluruh kabupaten/kota. Data yang dipakai adalah data sekunder. Data tersebut bersumber dari publikasi Badan Pusat Statistik (BPS) Provinsi Jawa Timur. Publikasi tersebut mencakup tahun 2018 hingga 2023. Temuan menunjukkan bahwa angka harapan hidup yang lebih tinggi berdampak positif terhadap PDRB. Sebaliknya, peningkatan jumlah penduduk dan tingkat kemiskinan ditemukan memiliki dampak negatif terhadap PDRB. Meskipun peningkatan angka harapan hidup berkontribusi pada kemakmuran ekonomi, pertumbuhan penduduk yang tak terkendali dan kemiskinan yang persisten dapat menghambat pembangunan ekonomi daerah. Oleh karena itu, intervensi khusus diperlukan untuk mengatasi dampak negatif ini.
PENGARUH LINGKUNGAN KERJA DAN BUDAYA ORGANISASI TERHADAP KINERJA PEGAWAI MELALUI VARIABEL MOTIVASI Firdaus Alfariz; Rosidi; Navi Muda
Buletin Studi Ekonomi VOLUME.30.NO.02.TAHUN.2025
Publisher : Buletin Studi Ekonomi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24843/BSE.2025.v30.i02.p06

Abstract

Human resources are one of the most important factors in an organization. Human factors (manpower) refer to all individuals involved in the organization, whether in leadership or subordinate roles. The purpose of this study is to examine and analyze the influence of the work environment and organizational culture on employee performance through motivation as a mediating variable among civil servants in the Mojokerto District Population and Civil Registration Office. The sample used was all employees of the Mojokerto District Population and Civil Registration Office, totaling 52 employees (saturated sample). Data was collected through questionnaires, and the collected data was analyzed using path analysis. The results of the study indicate that the work environment significantly influences employee performance, organizational culture significantly influences employee performance, the work environment does not influence work motivation, and organizational culture significantly influences work motivation. Additionally, work motivation does not mediate the influence of the work environment on employee performance, but another finding is that motivation mediates the influence of organizational culture on employee performance.     Sumber daya manusia salah satu faktor penting dalam suatu organisasi. Faktor manusia (man power) adalah semua orang yang terlibat dalam organisasi tersebut, baik yang berkedudukan sebagai atasan maupun sebagai bawahan. Tujuan penelitian ini adalah untuk menguji dan menganalisis pengaruh lingkungan kerja dan budaya organisasi berpengaruh terhadap kinerja karyawan melalui motivasi sebagai variabel mediasi pada pegawai dinas kependudukan dan pencatatan sipil kabupaten mojokerto. sampel yang digunakan adalah seluruh pegawai dinas kependudukan dan pencatatan sipil kabupaten mojokerto yaitu 52 pegawai. Metode analisis yang digunakan adalah path analysis. Hasil penelitian menunjukkan bahwa lingkungan kerja berpengaruh signifikan terhadap kinerja karyawan, budaya organisasi berpengaruh signifikan terhadap kinerja karyawan, lingkungan kerja tidak berpengaruh terhadap motivasi kerja, dan budaya organisasi berpengaruh signifikan terhadap motivasi kerja. Motivasi kerja tidak memediasi pengaruh lingkungan kerja terhadap kinerja karyawan, namun motivasi memediasi pengaruh budaya organisasi terhadap kinerja karyawan.
ANALYSIS OF FACTORS AFFECTING THE WAITING PERIOD OF EDUCATED WORKERS Made Violita Rahmawati; I Wayan Wenagama
Buletin Studi Ekonomi VOLUME.30.NO.02.TAHUN.2025
Publisher : Buletin Studi Ekonomi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24843/BSE.2025.v30.i02.p05

Abstract

Educated unemployed are the population of the labor force who do not yet have a job but have completed the upper secondary level of education. Currently the level of education is no longer a reference to get a job quickly, there are many other factors that can affect the time to get a job. This study aims to analyze the effect of education level, age, gender and training experience on the waiting period of educated workers in Denpasar City. This study used data sourced from the August 2022 Denpasar City Sakernas questionnaire and involved 895 communities as samples. The data were analyzed using SPSS based on multiple linear regression techniques. The results showed that university graduates had a shorter waiting period than high school graduates, age positively affected the waiting period, gender did not affect the waiting period, respondents who had training experience had a shorter waiting period than those who did not have training experience. Based on the results of the study, it is expected that the local government will be able to balance the harmony between education and labor demand, open more jobs, and increase human resources.
PENGARUH INTELLECTUAL CAPITAL DAN GOOD CORPORATE GOVERNANCE TERHADAP SUSTAINABLE GROWTH Stevania Febriyani; Indra Kusumawardhani
Buletin Studi Ekonomi VOLUME.30.NO.02.TAHUN.2025
Publisher : Buletin Studi Ekonomi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24843/BSE.2025.v30.i02.p04

Abstract

Sustainable Growth is defined as a company's ability to grow without compromising its financial stability. Competition between companies is increasingly intense nowadays, requiring companies to demonstrate their growth prospects not only in the short term, but also in the long term. Companies strive to maintain stability by achieving sustainable growth. This study aims to analyze the effect of Intellectual Capital, Independent Commissioners, and Board Size on Sustainable Growth. This research uses quantitative methods with secondary data in the form of financial statement. The population of this study are non-primary consumer goods sector companies (consumer cyclicals) listed on the Indonesia Stock Exchange (IDX) during 2020-2023. Sampling in this study using purposive sampling technique. The amount of observation data in this study amounted to 104 data. The data analysis technique in this study is multiple linear regression. The analysis techniques used are descriptive statistical analysis, classical assumption test, coefficient of determination, F test, and t test. The results of this study indicate that intellectual capital has a positive impact on sustainable growth, independent commissioners have no impact on sustainable growth, and board size has a positive impact on sustainable growth.     Sustainable Growth diartikan sebagai kemampuan perusahaan untuk bertumbuh tanpa mengorbankan stabilitas finansialnya. Saat ini tingkat persaingan antar perusahaan semakin tinggi, yang menyebabkan perusahaan harus menunjukkan prospek pertumbuhannya tidak hanya pada jangka pendek, tetapi juga untuk jangka panjang. Upaya perusahaan dalam menjaga stabilitasnya dilakukan dengan cara mewujudkan pertumbuhan berkelanjutan. Penelitian ini bertujuan ini menganalisis pengaruh dari Intellectual Capital, Komisaris Independen, dan Ukuran Dewan Direksi terhadap Sustainable Growth. Penelitian ini menggunakan metode kuantitatif dengan data sekunder berupa laporan keuangan. Populasi penelitian ini adalah perusahaan sektor barang konsumen nonprimer (consumer cyclicals) yang terdaftar dalam Bursa Efek Indonesia (BEI) selama tahun 2020-2023. Pengambilan sampel dalam penelitian ini menggunakan teknik purposive sampling. Jumlah data observasi pada penelitian ini berjumlah 104 data. Teknik analisis data pada penelitian ini adalah regresi linier berganda. Hasil penelitian ini menunjukkan bahwa intellectual capital berpengaruh positif terhadap sustainable growth, komisaris independen tidak berpengaruh terhadap sustainable growth, dan ukuran dewan direksi berpengaruh positif terhadap sustainable growth.
MODERATING ROLE OF MARKET SHARE AND FINANCIAL HEALTH ON REAL EARNINGS MANAGEMENT AND COST EQUITY Mumpuni Wahyudiarti Sitoresmi; Alex Johanes Simamora; Agustina Prativi Nugraheni
Buletin Studi Ekonomi VOLUME.30.NO.02.TAHUN.2025
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Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24843/BSE.2025.v30.i02.p02

Abstract

This study looks at how market share and financial influence the connection between real earnings (REM) and cost of equity. It focuses manufacturing companies that are listed on the Indonesian Stock Exchange using data 2019 to 2021 as its research sample. REM is evaluated with a combination of abnormal CFO, low productivity, and abnormal discretionary cost, while cost of equity is measured with the Ohslon model. All findings from the regression analysis indicate that the presence of a collaborative business agreement and monetary support diminish the advantageous impact of REM on the equity cost. This suggest that REM could be a sign of competitive advantage, signaling a stable economy and better financial condition, thus reducing the cost of euit. In addition, the study shows that REM often shows information about the market situation through oversold activity, whereas all REM activities share information about financial health including oversold, overproduction, and identified abatement costs. This study contributes to the understanding of REM as an indicator of joint venture and financial health that can help reduce the cost of equity.
PENGARUH TALENT MANAGEMENT, ENTREPRENEUR MOTIVATION, ENTREPRENEUR ENGAGEMENT DALAM PENINGKATAN KINERJA KARYAWAN Riska Tri Oktaviani; Rifdah Abadiyah; Hasan Ubaidillah
Buletin Studi Ekonomi VOLUME.30.NO.02.TAHUN.2025
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Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24843/BSE.2025.v30.i02.p03

Abstract

Small and medium enterprises (SMEs) play a strategic role in regional and national economic growth, but the challenge they face is how to improve employee performance to be more productive and competitive. The purpose of this study was to examine how talent management, business motivation, and business engagement affect employee performance in the Tas SME business unit in Kedensari Village, Sidoarjo. This study used a quantitative approach with a purposive sampling technique applied to 186 employees. The Partial Least Square (PLS) method in SmartPLS 3.0 software was used to analyze data collected through a questionnaire with a Likert scale of 1-5. This study has several limitations. First, the scope of the study was limited to one SME business unit in Kedensari Village, Sidoarjo, so the results cannot be generalized. Second, data were collected through a Likert scale questionnaire that relies on the subjective perceptions of respondents. Third, the study only highlighted three main variables without considering other factors, such as organizational culture, leadership, and employee welfare. Further studies are recommended to explore additional variables for a more comprehensive understanding of employee performance in SMEs. This research provides an important contribution to human resource management in small and medium industries (SMEs), through optimizing talent management, entrepreneur motivation, and employee engagement.     Industri kecil dan menengah (IKM) memiliki peran strategis dalam pertumbuhan ekonomi daerah maupun nasional, namun tantangan yang dihadapi adalah bagaimana meningkatkan kinerja karyawan agar lebih produktif dan berdaya saing. Tujuan dari penelitian ini adalah untuk melihat bagaimana manajemen talenta, motivasi bisnis, dan keterlibatan bisnis mempengaruhi kinerja karyawan di unit usaha IKM Tas Desa Kedensari, Sidoarjo. Penelitian ini menggunakan pendekatan kuantitatif dengan teknik purposive sampling diterapkan pada 186 karyawan. Metode Partial Least Square (PLS) pada software SmartPLS 3.0 digunakan untuk menganalisis data yang dikumpulkan melalui kuesioner dengan skala likert 1-5. Penelitian ini, terdapat beberapa keterbatasan. Pertama, cakupan penelitian terbatas pada satu unit usaha IKM di Desa Kedensari, Sidoarjo, sehingga hasilnya belum dapat digeneralisasikan. Kedua, data dikumpulkan melalui kuesioner skala Likert yang bergantung pada persepsi subjektif responden. Ketiga, penelitian hanya menyoroti tiga variabel utama tanpa mempertimbangkan faktor lain, seperti budaya organisasi, kepemimpinan, dan kesejahteraan karyawan. Studi lanjutan disarankan untuk mengeksplorasi variabel tambahan guna pemahaman lebih komprehensif terkait kinerja karyawan di IKM. Penelitian ini memberikan kontribusi penting bagi pengelolaan sumber daya manusia di industri kecil dan menengah (IKM), melalui optimalisasi manajemen talenta, motivasi entrepreneur, dan keterlibatan karyawan.
PERAN STRES KERJA MEMEDIASI PENGARUH BEBAN KERJA TERHADAP SEMANGAT KERJA KARYAWAN I Made Wahyu Mega Putra Astika; I Gusti Made Suwandana
Buletin Studi Ekonomi VOLUME.30.NO.02.TAHUN.2025
Publisher : Buletin Studi Ekonomi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24843/BSE.2025.v30.i02.p09

Abstract

Human resources (HR) are a key factor in the success of the hospitality industry, making employee work spirit essential to achieving organizational goals. This study aims to analyze the mediating role of job stress in the relationship between workload and employee work spirit at Celebest Hotel Kuta. The research involved all 44 employees using a saturated sampling technique. Data were collected through a structured questionnaire survey and analyzed with Structural Equation Modeling (SEM) based on Partial Least Square (PLS). The results show that workload has a significant negative effect on work spirit and a significant positive effect on job stress, while job stress has a significant negative effect on work spirit. Mediation analysis confirms that job stress partially and complementarily mediates the effect of workload on work spirit, indicating that excessive workload reduces work spirit both directly and indirectly through stress. Theoretically, this study contributes to the literature on workload, job stress, and work spirit, while practically offering insights for hotel management to effectively manage workload and stress to sustain employee work spirit.     Sumber daya manusia (SDM) merupakan faktor utama dalam keberhasilan industri perhotelan, sehingga semangat kerja karyawan penting untuk mendukung pencapaian tujuan organisasi. Penelitian ini bertujuan menganalisis peran stres kerja sebagai variabel mediasi dalam pengaruh beban kerja terhadap semangat kerja karyawan Celebest Hotel Kuta. Penelitian melibatkan seluruh 44 karyawan dengan teknik sampling jenuh. Data dikumpulkan melalui survei kuesioner dan dianalisis menggunakan Structural Equation Modeling (SEM) berbasis Partial Least Square (PLS). Hasil penelitian menunjukkan bahwa beban kerja berpengaruh negatif signifikan terhadap semangat kerja, serta berpengaruh positif signifikan terhadap stres kerja. Stres kerja juga berpengaruh negatif signifikan terhadap semangat kerja. Analisis mediasi membuktikan bahwa stres kerja memediasi secara parsial komplementer pengaruh beban kerja terhadap semangat kerja, sehingga peningkatan beban kerja menurunkan semangat kerja baik secara langsung maupun melalui stres kerja. Penelitian ini berkontribusi bagi literatur terkait beban kerja, stres kerja, dan semangat kerja, serta memberikan masukan praktis bagi manajemen hotel dalam mengelola beban kerja dan stres kerja secara efektif.
DAMPAK PROGRAM REVITALISASI PASAR TERHADAP PENDAPATAN PEDAGANG Ni Putu Mia Saraswati; Ida Ayu Nyoman Saskara; Sudarsana Arka
Buletin Studi Ekonomi VOLUME.30.NO.02.TAHUN.2025
Publisher : Buletin Studi Ekonomi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24843/BSE.2025.v30.i02.p10

Abstract

The trade center is one indicator of community economic activity. Currently, there are two types of goods markets that are developing, namely traditional markets and modern markets. The emergence of modern shopping centers such as minimarkets, supermarkets, and hypermarkets is disrupting the existence of traditional markets. The similarity of functions between modern shopping centers and traditional markets has given rise to competition between the two. The purpose of this study was to determine the impact of the market revitalization program on increasing the income of traders at the Petang Market, Badung Regency. The number of samples taken were 61 traders. Data was collected based on the results of observations, in-depth interviews and structured interviews. This study uses the Wilcoxon test to examine the impact of the revitalization program on the income of traders at the Petang Market, Badung Regency. Based on data processing regarding the impact of traditional market revitalization on traders' income, the Asymp.Sig value is obtained. (2-Tailed) is 0.008 and for the one-tailed test value the number is divided in half so that it becomes 0.004 then H1 is accepted. This means that there is an increase in the income of traders after the implementation of the revitalization program at the Petang Market, Badung Regency.     Pusat perdagangan merupakan salah satu indikator kegiatan ekonomi di masyarakat. Saat ini terdapat dua jenis pasar barang yang telah berkembang yaitu pasar tradisional dan pasar modern. Eksistensi pusat perbelanjaan modern seperti minimarket, supermarket hingga hipermarket mengusik keberadaan pasar tradisional. Kesamaan fungsi yang dimiliki oleh pusat perbelanjaan modern dan pasar tradisional menimbulkan persaingan antara keduanya. Tujuan dilakukannya penelitian ini adalah untuk mengetahui dampak program revitalisasi pasar terhadap peningkatan pendapatan pedagang di Pasar Petang Kabupaten Badung. Jumlah sampel yang diambil yaitu 61 pedagang. Data dikumpulkan berdasarkan dari hasil observasi, wawancara mendalam, dan wawancara terstruktur. Penelitian ini menggunakan uji Wilcoxon untuk menguji dampak program revitalisasi terhadap pendapatan pedagang di Pasar Petang Kabupaten Badung. Berdasarkan hasil pengolahan data mengenai dampak revitalisasi pasar tradisional terhadap pendapatan pedagang memperoleh nilai Asymp.Sig. (2-Tailed) adalah 0,008 dan untuk nilai uji satu sisi angka tersebut dibagi dua sehingga menjadi 0,004 maka H1 diterima. Hal ini berarti terdapat peningkatan pendapatan pedagang setelah dilaksanakannya program revitalisasi di Pasar Petang Kabupaten Badung.
PENGARUH WOM TERHADAP NIAT BELI KONSUMEN DENGAN BRAND IMAGE SEBAGAI VARIABEL MEDIASI Putu Adi Saputra; Gede Bayu Rahanatha
Buletin Studi Ekonomi VOLUME.30.NO.02.TAHUN.2025
Publisher : Buletin Studi Ekonomi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24843/BSE.2025.v30.i02.p08

Abstract

The rapid advancement of technology in the tourism industry has driven a significant shift toward digital-based services and intensified competition among online travel agents (OTAs). Traveloka is one of the companies capitalizing on this development. This study aims to analyze the mediating role of brand image in the influence of word of mouth (WOM) on consumers’ purchase intention. The research was conducted with prospective consumers in Denpasar City who had never purchased Traveloka’s products, using a purposive sampling technique with 120 respondents. Data were collected through an online questionnaire (Google Form) and analyzed using path analysis and the Sobel test with the assistance of SPSS for Windows. The findings reveal that WOM has a positive and significant effect on brand image; both WOM and brand image positively and significantly influence purchase intention; and brand image significantly mediates the effect of WOM on purchase intention. This study provides empirical contributions to marketing science by highlighting the role of WOM and brand image in shaping consumer purchase intention within the digital tourism industry.     Perkembangan teknologi dalam industri pariwisata semakin pesat, ditandai dengan pergeseran menuju layanan digital dan meningkatnya persaingan antar online travel agent (OTA). Traveloka merupakan salah satu perusahaan yang memanfaatkan peluang tersebut. Penelitian ini bertujuan untuk menganalisis peran brand image sebagai variabel mediasi dalam pengaruh word of mouth (WOM) terhadap niat beli konsumen. Responden penelitian adalah calon konsumen di Kota Denpasar yang belum pernah membeli produk Traveloka, dengan jumlah sampel 120 orang menggunakan teknik purposive sampling. Data dikumpulkan melalui kuesioner daring (Google Form) dan dianalisis menggunakan path analysis serta uji Sobel dengan bantuan SPSS for Windows. Hasil penelitian menunjukkan bahwa WOM berpengaruh positif dan signifikan terhadap brand image; WOM dan brand image berpengaruh positif dan signifikan terhadap niat beli konsumen; serta brand image secara signifikan memediasi pengaruh WOM terhadap niat beli konsumen. Temuan ini memberikan kontribusi empiris bagi pengembangan ilmu pemasaran, khususnya dalam memahami peran WOM dan brand image dalam membentuk niat beli konsumen pada industri pariwisata berbasis digital.

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