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All Journal E-Jurnal Ekonomi dan Bisnis Universitas Udayana
Ni Wayan Ekawati
Fakultas Ekonomi dan Bisnis, Universitas Udayana, Bali, Indonesia
Economics, Econometrics & Finance Education

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PERAN BRAND AWARENESS MEMEDIASI PENGARUH AUGMENTED REALITY (AR) TERHADAP KEPUTUSAN PEMBELIAN I Putu Deva Nugraha Artha; Ni Wayan Ekawati
E-Jurnal Ekonomi dan Bisnis Universitas Udayana VOLUME.12.NO.09.TAHUN.2023
Publisher : Fakultas Ekonomi dan Bisnis Universitas Udayana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24843/EEB.2023.v12.i09.p20

Abstract

This study aims to analyze the role of brand awareness in mediating the effect of augmented reality (AR) on purchasing decisions. This research was conducted on the clothing brand Slashrock Gear in the city of Denpasar. Based on the responses from respondents to questionnaires distributed online to the people of Denpasar city who follow the Slashrock Gear brand Instagram social media account, the results show that in general augmented reality has not influenced purchasing decisions optimally. This study used a sample of 100 respondents, with a non-probability sampling method. Data collection was obtained from the results of distributing questionnaires online. The analytical technique used in this research is descriptive Statistikal analysis, classical assumption test, path analysis and Sobel test. The results of this study indicate that augmented reality (AR) has a positive and significant effect on purchasing decisions. Augmented reality (AR) has a positive and significant effect on brand awareness. Brand awareness has a positive and significant effect on purchasing decisions. Brand awareness has a positive and significant effect in mediating the effect of augmented reality (AR) on purchasing decisions
PENGARUH PROMOSI, KENYAMANAN TEMPAT DAN BRAND IMAGE TERHADAP LOYALITAS PELANGGAN I Wayan Dedy Budha Arsana; Ni Wayan Ekawati
E-Jurnal Ekonomi dan Bisnis Universitas Udayana VOLUME.12.NO.07.TAHUN.2023
Publisher : Fakultas Ekonomi dan Bisnis Universitas Udayana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24843/EEB.2023.v12.i07.p18

Abstract

The purpose of this study is to explain the effect of promotion, place comfort and brand image on customer loyalty. This research was conducted at Mie Gacoan Renon. The sample used is the consumer of Kedai Mie Gacoan Renon, with purposive sampling method. The data was collected using a questionnaire, the data was analyzed using multiple linear regression analysis techniques. This study also uses validity and reliability tests to determine whether or not the instrument used in this study is feasible. In this study, the analytical techniques used are descriptive statistics, multiple linear regression analysis, classical assumption test, regression coefficient significance test simultaneously (F test) and partial regression coefficient significance test (T test). The results of this study indicate that promotion has a positive and significant effect on customer loyalty of Mie Gacoan Renon. Place comfort has a positive and significant effect on customer loyalty for Mie Gacoan Renon. Brand image has a positive and significant effect on customer loyalty of Mie Gacoan Renon. Promotion, convenience of place and brand image simultaneously affect customer loyalty of Mie Gacoan Renon
PERAN BRAND IMAGE MEMEDIASI HARGA DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN PADA TIKTOK SHOP Ketut Egi Cahyani Nesanta; Tjokorda Gde Raka Sukawati; Ni Wayan Ekawati
E-Jurnal Ekonomi dan Bisnis Universitas Udayana VOLUME.12.NO.12.TAHUN.2023
Publisher : Fakultas Ekonomi dan Bisnis Universitas Udayana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24843/EEB.2023.v12.i12.p07

Abstract

This study aims to examine and explain the role of brand image in mediating the effect of price and service quality on purchasing decisions at the TikTok Shop. This research was conducted in Denpasar City with a total sample taken of 126 respondents with the method of determining the sample, namely purposive sampling. The data analysis technique used is path analysis, Sobel test and VAF test. The results showed that price had a positive and significant effect on purchasing decisions, service quality had a positive and significant effect on purchasing decisions, price had a positive and significant effect on brand image, service quality had a positive and significant effect on brand image, brand image had a positive and significant effect on decisions purchase, brand image is positively and significantly able to mediate the effect of price on purchasing decisions, and brand image is positively and significantly able to mediate the effect of service quality on purchasing decisions. This research is expected to provide an empirical contribution to management science, especially consumer behavior and be useful for TikTok Shop companies in developing product marketing strategies related to the company's brand image, price, and service quality.
PENGARUH PERCEIVED EASE OF USE, PERCEIVED USEFULNESS DAN TRUST TERHADAP REPURCHASE INTENTION MARKETPLACE Cokorda Nanda Putra Paradita; Ni Wayan Ekawati
E-Jurnal Ekonomi dan Bisnis Universitas Udayana VOLUME.13.NO.02.TAHUN.2024
Publisher : Fakultas Ekonomi dan Bisnis Universitas Udayana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24843/EEB.2024.v13.i02.p12

Abstract

Fenomena berbelanja online pada marketplace sudah menjadi hal yang lumrah pada era digitalisasi ini, selain dikarenakan adanya pembatasan pada masa pandemi belanja online cenderung lebih menghemat waktu dan juga lebih efisien. Salah satu marketplace asalah indonesia yang menggeluti bidang ini ialah Bukalapak. Tujuan dari penelitian ini adalah untuk menjelaskan pengaruh perceived ease of use, perceived usefulness dan trust terhadap repurchase intention. Penelitina ini dilakukan di Kota Denpasar dengan sampel yang diambil sebanyak 112 responden melalui metode purposive sampling dan disebar menggunakan kuisioner google form dengan kriteria yang telah disesuaikan dan diiukur dengan 16 indikator menggunakan skala likert. Teknik analisis data yang digunakan dalam penelitian ini adalah analisis regersi linear berganda. Hasil dari penelitian ini menunjukan bahwa, perceived ease of use berpengaruh secara positif dan signifikan terhadap repurchase intention, perceived usefulness berpengaruh secara positif dan signifikan terhadap repurchase intention, trust berpengaruh secara positif dan signifikan terhadap repurchase intenion. Hasil penelitian ini menunjukan bahwa kemudahan penggunan, kemanfaatan serta, kepercayaan yang diberikan oleh markerplace Bukalapak terhadap costumernya, dapat meningkatkan kunjungan terhadap marketplace sekaligus menyebabkan adanya niat beli ulah oleh costumer.
Co-Authors Cokorda Nanda Putra Paradita I Putu Deva Nugraha Artha I Wayan Dedy Budha Arsana Ketut Egi Cahyani Nesanta Tjokorda Gde Raka Sukawati