TechnopreneurBiz: International Journal of Digital Business Evolution

Influencer Marketing Word of Mouth and Service Quality in Purchase Decisions at Mamma Mia Renon Restaurant

2025-08-21T05:34:21+00:00

This study aims to analyze the influence of influencer marketing, word-of-mouth (WOM), and service quality on consumer purchasing decisions at Mamma Mia Renon, an Italian restaurant in Denpasar, Bali. The research was prompted by observed fluctuations in customer visits and a decline in sales growth, highlighting the need for effective marketing and service strategies in a competitive culinary market. A quantitative associative approach was employed. The population consisted of 10,647 consumers of the restaurant. A sample of 100 respondents was selected using Slovin's formula with a 10% margin of error. Data was collected via questionnaires and analyzed using multiple linear regression after passing validity, reliability, and classical assumption tests. The analysis revealed that influencer marketing (X1), word-of-mouth (X2), and service quality (X3) all have a statistically significant and positive effect on purchasing decisions (Y), both simultaneously and partially. The three variables collectively explain 69.6% of the variance in purchasing decisions. Word-of-mouth was found to be the most influential factor (beta = 0.488), followed by influencer marketing (beta = 0.297) and service quality (beta = 0.203). The findings provide empirical guidance for restaurant management, suggesting a focus on fostering positive word-of-mouth and continuing strategic influencer collaborations. While service quality is a significant factor, its lower relative impact indicates an opportunity for review and enhancement to further improve consumer purchase decisions.

Mediating Effect of Brand Image in Influencer Marketing's Impact on Repurchase Intention of Scarlett Whitening

2025-08-26T01:51:15+00:00

This study aims to investigate the role of brand image in mediating the effect of online influencer marketing on repurchase intention, focusing on the Scarlett Whitening brand in Denpasar. The research employs a quantitative approach with a sample of 110 respondents who are consumers of Scarlett Whitening in Denpasar. Data was collected through questionnaires and analyzed using Structural Equation Modeling - Partial Least Squares (SEM-PLS). The findings reveal that online influencer marketing positively influences repurchase intention, with brand image acting as a significant mediator in this relationship. Furthermore, brand image is positively associated with both online influencer marketing and repurchase intention. The study highlights the critical role of brand image in enhancing the effectiveness of influencer marketing strategies, thereby contributing to increased repurchase intention. These results provide valuable insights for marketers aiming to optimize consumer retention through influencer marketing by leveraging a strong brand image.

Fashion Involvement, Content Marketing, and Lifestyle in Impulse Buying

2025-08-26T07:36:30+00:00

The rapid development of digital technology and e-commerce has led to changes in consumer behavior, including an increase in impulsive buying tendencies for fashion products. This study aims to analyze the impact of fashion involvement, content marketing, and shopping lifestyle on impulse buying among Aijostore consumers on the Shopee app. The research used a quantitative method, distributing questionnaires to 88 female respondents aged 17–30 in Denpasar who had made purchases at Aijostore. Data were analyzed using multiple linear regression with the help of SPSS. The results show that, simultaneously, fashion involvement, content marketing, and shopping lifestyle have a positive and significant impact on impulse buying. However, only shopping lifestyle had a positive and significant individual effect, while fashion involvement and content marketing had a positive but non-significant effect. These findings highlight that shopping lifestyle is the dominant factor driving impulse buying among online fashion consumers. The implications of this research provide input for fashion business owners, particularly Aijostore, to strengthen consumer lifestyle-based marketing strategies through relevant, consistent content and attractive offers.

Influencer Marketing, Online Reviews and E-WOM as Key Drivers of Consumer Purchase Intention

2025-08-27T02:32:43+00:00

This study aims to analyze the impact of Influencer Marketing, Online Customer Reviews, and Electronic Word of Mouth (E-WOM) on consumer purchase intention at Foxxy Store in Denpasar. The background of this research is based on the rapid growth of digital marketing, especially in the fashion industry, which demands effective communication strategies to attract consumers. The research method used a quantitative approach with survey techniques, distributing questionnaires to 120 respondents from Foxxy Store. Data were analyzed using multiple linear regression with the help of SPSS 25. The findings show that Influencer Marketing, Online Customer Reviews, and E-WOM have a positive and significant effect on consumer purchase intention both partially and simultaneously. Influencer Marketing proves effective in building emotional connections and brand credibility, Online Customer Reviews play a role in strengthening consumer trust through positive reviews, while E-WOM significantly influences consumer perceptions and purchase impulses through recommendations among consumers. Overall, this study emphasizes the importance of integrating digital marketing strategies combining these three factors to enhance trust, purchase intention, and competitiveness of Foxxy Store in the local fashion market.

Drivers and Barriers to Digitalization: A Case Study of Micro-Sized Culinary Businesses in Nusa Dua, Bali

2025-08-27T03:21:46+00:00

Badung is one of the significant areas in the province of Bali, and of course, Nusa Dua has the best tourism in Badung Regency. Besides tourism, Nusa Dua also has many job opportunities. Of course, many universities or educational places, with the existence of MSMEs Go Digital, make it easier for them to meet their needs practically. The theory used in this study is the leading theory of the marketing mix. In addition, there is the industrial revolution 4.0 in the digital era, MSMEs Go Digital, digital leadership, and talent management. The method used in this study is qualitative and includes 10 sources, namely 5 MSME owners and five customers from each of the MSMEs. The results of this study indicate that the five MSMEs in Nusa Dua have not implemented Go Digital because they do not understand digital technology or are not digitally literate, most of the MSMEs do not know how to promote to social media and MSME owners who are engaged in the culinary sector also do not know how to manage their MSMEs into the Go Food or Grab Food application, Suggestions for MSME owners to change their mindset and want to learn to have the desire to find out about how to implement Go digital in their business. In fact, it is easy for MSME owners to find information on how to use Go Digital, which can be done by asking their closest relatives, who are younger or more millennial, about implementing Go Digital.