cover
Contact Name
I Made Surya Negara Sudirman
Contact Email
matrik.fe@unud.ac.id
Phone
+6281339882026
Journal Mail Official
matrik.fe@unud.ac.id
Editorial Address
Jln. P. B. Sudirman Denpasar, Bali, Indonesia Post code: 80234
Location
Kota denpasar,
Bali
INDONESIA
MATRIK: JURNAL MANAJEMEN, STRATEGI BISNIS, DAN KEWIRAUSAHAAN
Published by Universitas Udayana
Core Subject : Economy, Science,
Matrik:Jurnal Manajemen, Strategi Bisnis dan Kewirausahaan is a scientific journal published by the Department of Management, Faculty of Economics, Udayana University which aims to publish articles of empirical and theoretical studies in the field of marketing management, finance, human resources, operations, strategy management, tourism management and entrepreneurship. Editors accept articles in Indonesian and English were not delivered or published in another journal. Determination of the article that appeared determined by expert editors review results through a blind review process. The Scientific of Matrik:Jurnal Manajemen, Strategi Bisnis dan Kewirausahaan is published by Management Study Program in collaboration with Association of Indonesian Economic Bachelor (ISEI branch of Denpasar) and Association of Indonesian Management and Business Programs Study (APSMBI) Matrik:Jurnal Manajemen, Strategi Bisnis dan Kewirausahaan received writing on the results of studies in the fields of marketing management, financial management, human resource management, and entrepreneurial management, including (but not limited) to the following topics: Human Resource Management, Financial Management, Marketing Management, Strategic Management, Organizational Behavior, Operations Management, Change Management, Management of Sharia, Knowledge Management Entrepreneurship, E-Business, Capital Market both empirical and theoretical studies that have never and will not be published in other media.
Articles 12 Documents
Search results for , issue "Volume 14 Nomor 1 Tahun 2020" : 12 Documents clear
Sikap Etnosentrisme Memoderasi Pengaruh Product Knowledge, Citra Merek dan Gaya Hidup terhadap Keputusan Pembelian Produk UMKM I Nyoman Nurcaya
Matrik : Jurnal Manajemen, Strategi Bisnis, dan Kewirausahaan Volume 14 Nomor 1 Tahun 2020
Publisher : Faculty of Economics and Business Udayana University

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (79.022 KB) | DOI: 10.24843/MATRIK:JMBK.2020.v14.i01.p06

Abstract

Micro, Small and Medium Enterprises (MSMEs) have an important role in the development and economic growth of Bali. One of the MSMEs that still exists and survives in the Province of Bali is Endek fabric. Increasingly intense competition demands endek MSMEs to make competitive competitive strategies.This study aims to explain consumer ethnocentrism attitudes capable of moderating product knowledge, brand image and lifestyle towards consumer decisions to buy endek Bali products. To achieve these objectives 95 respondents were spread across Bali Province and will be taken by purposive sampling with questionnaires as the method of data collection. Data is processed by Partial Least Square (PLS) analysis tools.The results of the analysis show that product knowledge, brand image and ethnocentrism have a significant effect on the purchase of Bali SME endek fabric, while lifestyle variables do not prove to significantly influence purchasing decisions. Ethnocentrism variables reinforce the influence of product knowledge and brand image on purchasing decisions but weaken the influence of lifestyle on purchasing decisions.
Peran Kepercayaan Memediasi Pengaruh Persepsi Nilai dan Persepsi Risiko Produk Terhadap Niat Beli Produk (Studi pada Produk Suplemen Hijau Merek Herbalife) Made Lia Ananda Dewi; Ni Wayan Sri Suprapti
Matrik : Jurnal Manajemen, Strategi Bisnis, dan Kewirausahaan Volume 14 Nomor 1 Tahun 2020
Publisher : Faculty of Economics and Business Udayana University

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (150.387 KB) | DOI: 10.24843/MATRIK:JMBK.2020.v14.i01.p07

Abstract

Tujuan penelitian ini adalah untuk menjelaskan pengaruh persepsi nilai hijau, persepsi risiko hijau, dan kepercayaan hijau terhadap niat beli hijau produk Herbalife, serta mengetahui apakah kepercayaan hijau merupakan variabel mediasi. Penelitian ini menggunakan teknik penentuan sampel purposive sampling. Sampel yang digunakan sebanyak 100 orang responden yang berdomisili di Denpasar. Data yang diperoleh dianalisis dengan analisis deskriptif dan Partial Least Square. Hasil penelitian menemukan bahwa persepsi nilai hijau dan kepercayaan hijau berpengaruh positif dan signifikan terhadap niat beli hijau. Persepsi nilai hijau berpengaruh positif dan signifikan terhadap kepercayaan hijau. Selanjutnya, persepsi risiko hijau berpengaruh negatif dan signifikan terhadap kepercayaan hijau dan niat beli hijau. Implikasi praktis penelitian ini adalah penting bagi pemasar untuk memperhatikan hal ini melalui lebih intensif dalam membuat program kegiatan-kegiatan yang bertemakan kesehatan seperti olahraga sepeda, marathon, dan senam yang kemudian didukung oleh pemasaran dan edukasi mengenai produk Herbalife. Hasil uji mediasi menunjukkan bahwa untuk meningkatkan niat beli hijau tidak hanya dengan menekankan pada persepsi risiko hijau konsumen saja, namun juga melalui meningkatkan kepercayaan mereka terhadap produk hijau.

Page 2 of 2 | Total Record : 12