No abstract

No abstract

This study aims to explain the role of digital marketing adoption in mediating the effect of the COVID-19 pandemic and the intensity of competition on business performance, which is seen from the perspective of financial performance and non-financial performance. This research was conducted on the culinary sector SMEs in Bali. The size of the sample used is 210 culinary sector SMEs with a purposive sampling approach, namely the culinary sector SMEs that have adopted digital marketing. The analytical tool used is SEM-PLS. The results of the study show that the effect of the COVID-19 pandemic and the intensity of competition has a negative and significant effect on business performance, both financial and non-financial performance. The adoption of digital marketing was unable to mediate the effect of the COVID-19 pandemic and the intensity of competition on financial performance, but the adoption of digital marketing was capable in mediating the effect of the COVID-19 pandemic and the intensity of competition on non-financial performance. Therefore, the adoption of digital marketing needs to be re-optimized to improve business performance, both financial and non-financial performance.

This study aims to examine and explain the role of brand love in mediating the effect of intensive distribution and promotion of social media on brand loyalty and e-WOM. The population of this research are customers of minimarket franchise businesses in Bali. The sample size used was 200 people with purposive sampling method. The analytical technique used is Path Analysis using SEM-PLS. The results showed that the intensive distribution had a positive and significant effect on brand loyalty and brand love. Brand love is able to mediate the effect of intensive distribution on customer loyalty, brand and e-WOM and brand love are able to mediate the effect of social media promotion on brand loyalty and e-WOM. Therefore, it is important for the minimarket franchise business to pay more attention to intensive distribution and vigorously promote social media through various choices of the latest social media platforms.

The purpose of this study is to determine the factors influencing continuous usage intention of E-Wallet in Denpasar City with integrating the Technology Acceptance Model (TAM) And Theory of Reasoned Action (TRA). This study applied a structural equation model analysis with 140 samples collected from E-Wallet users in Denpasar City. The results show that all three determinants of E-Wallet continuous usage intention, including perceived usefulness, perceived ease of use, and attitude. Recommendations are provided for E-Wallet providers to improve their user continuous usage intention in Denpasar City.