Warmadewa Management and Business Journal (WMBJ)

A Innovative Approaches: SWOT Analysis of Balinese Souvenir Marketing in Sukawati Market During and After the Pandemi

Ketut Witara — 2024-09-03

The COVID-19 pandemic has significantly impacted the tourism sector in Bali, including the sales of Bali's typical souvenirs at Pasar Sukawati Gianyar. This study aims to analyze the marketing strategy of Bali's typical souvenirs at Pasar Sukawati Gianyar using SWOT analysis during the COVID-19 pandemic. This research used a qualitative method with in-depth interviews with five Bali's typical souvenirs traders at Pasar Sukawati Gianyar. The results showed that the strengths of the marketing strategy of Bali's typical souvenirs at Pasar Sukawati Gianyar during the pandemic are good product quality and competitive prices. The weaknesses of the marketing strategy are a lack of innovation and a lack of online product promotion. The opportunities of the marketing strategy are to increase the use of digital platforms to promote products and develop new products. The threats of the marketing strategy are strong competition from online souvenir markets and a decrease in the number of visitors to the market during the pandemic. Therefore, Bali's typical souvenirs traders at Pasar Sukawati Gianyar need to optimize strengths and opportunities, as well as overcome weaknesses and threats by innovating and improving online promotion. This study contributes to understanding the marketing strategy of Bali's typical souvenirs in traditional markets during the COVID-19 pandemic and provides recommendations to address the issues faced by Bali's typical souvenirs traders at Pasar Sukawati Gianyar.

PERAN BRAND LOVE MEMEDIASI PENGARUH BRAND SATISFACTION TERHADAP BRAND LOYALTY (Studi pada pelanggan Toko Buku Gramedia di Kota Denpasar)

Putu Laksmita Dewi Rahmayanti — 2024-09-03

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.

PENGARUH CONTENT MARKETING, INFLUENCER MARKETING, DAN KUALITAS PRODUK TERHADAP MINAT BELI KONSUMEN PADA TOKO KASYARAA DI KABUPATEN BADUNG

Ni Putu Sri Dewi — 2024-09-03

This study aims to explore the importance of implementing content marketing strategies, influencer marketing, and product quality in increasing consumer buying interest in Toko Kasyaraa products in Badung Regency. The targeted population includes all consumers of Toko Kasyaraa with an infinite number. Through determining the sample through purposive sampling and the Hair et al. formula, a total of 90 consumers who have purchased Toko Kasyaraa products were obtained. Data was empirically collected through a questionnaire distribution procedure and analysed through a multiple linear regression approach. The study results confirmed that engaging and relevant content was found to encourage consumers to make product purchases. Furthermore, the use of influencers with good communication skills was found to increase the attractiveness of consumers to make purchases. Good quality products also play an important role in consumers' decision-making to purchase products. This research is able to contribute theoretically to marketing literature and practically for Toko Kasyaraa to strive to improve the quality of the products offered, increase online marketing activities, especially in uploading interesting content, and by presenting influencers in promoting products.

BRAND IMAGE, ONLINE CUSTOMER RATING DAN ONLINE CUSTOMER REVIEW TERHADAP KEPERCAYAAN KONSUMEN PADA TOKOPEDIA

Ni Nyoman Febby Cahyani — 2024-09-06

This research has the title “The Influence of Brand Image, Online Costumer Ratings and Online Costumer Review on Costumer Trust in The Tokopedia Marketplace in Belega Village, Blahbatuh District”. The aim of this research is to analyze the influence of brand image, online costumer reviews simultaneously and partially on consumer trust in the Tokopedia marketplace in Belega Village, Blahbatuh District. The population in this research is the Tokopedia consumer market in Belega Village, Blahbatuh District which cannot be identified. The number of samples in this research was 85 consumers. The sampling technique is purposive random sampling. Tha analytical tools used are validity and reliability tests, multiple linear regression analysis, simultaneous tests (F-test), and invidivual parameter significance tests (t-test). The research results shows that the variables brand image, online customer rating and online customer review have a positive and significant effect simultaneously and partially on consumer trust in Tokopedia marketplace in Belega Village, Blahbatuh District.

PERAN KUALITAS LAYANAN DAN CUSTOMER EXPERIENCE DALAM MENINGKATKAN KEPUASAN MASYARAKAT

Ni Putu Kesya Krista Bela Pangky Swara — 2024-09-06

This research was conducted with a purpose to determine the influence of service quality and customer experience on community satisfaction. This research took place at the Pandak Gede Village Office in Kediri District, Tabanan Regency. The population in this research is the people of Pandak Gede Village who have received services in 2022 as many as 2,675 people. The sample size determined was 96 respondents using simple random sampling technique. Data collection was carried out by conducting interviews and distributing questionnaires. Instrument testing was carried out using validity and reliability tests. The data analysis technique used is multiple linear regression. The results of the analysis prove that service quality and customer experience partially and simultaneously have a positive and significant effect on community satisfaction.

PENGARUH KEBIJAKAN DIVIDEN, KEBIJAKAN HUTANG, DAN PROFITABILITAS TERHADAP NILAI PERUSAHAAN (STUDI KASUS PERUSAHAAN MANUFAKTUR YANG TERDAFTAR DI BURSA EFEK INDONESIA)

Ni Putu Yuliana Ria Sawitri — 2024-09-06

Manufacturing companies are one type of company whose it’s value is greatly influenced by the public's views in carrying out its activities. Company value is an important concept for investors because company value is an indicator of how the market assesses the company as a whole. This research aims to determine the influence of dividend policy, debt policy and profitability on the value of manufacturing companies listed on the Indonesia Stock Exchange (IDX). This research uses a quantitative design with financial reports and annual reports of manufacturing companies on the IDX as the main data. The population in this research is all manufacturing companies registered on the IDX, amountly 196 companies. The sampling method used purposive sampling, so that the number of samples was determined as 54 companies which made up 162 total observations over 3 years. The main data analysis technique used in this research is multiple linear regression. The research results show that dividend policy, debt policy and profitability have a positive and significant effect on the value of manufacturing companies, both partially and simultaneously. This means that the better the dividend policy, debt policy and profitability, the better the value of the manufacturing company.