Perkembangan teknologi di era globalisasi ini sangat pesat. Social media marketing penting bagi strategi pemasaran. Social media marketing harus dilakukan dengan kreatif dan menarik untuk membentuk brand awareness sehingga dapat meningkatkan purchase intention. Studi ini bertujuan untuk menjelaskan peran brand awareness memediasi pengaruh social media marketing terhadap purchase intention. Obyek penelitian adalah produk Chatime di Kota Denpasar. Data dikumpulkan menggunakan kuisioner online dengan jumlah sampel sebanyak 120 responden. Metode penentuan sampel yang digunakan pada penelitian adalah non probability sampling yaitu teknik purposive sampling. Teknik analisis mengunakan analisis jalur (path analysis) dan uji sobel. Hasil penelitian ini menunjukan social media marketing berpengaruh positif dan signifikan terhadap purchase intention dan brand awareness; brand awareness berpengaruh positif dan signifikan terhadap purchase intention; brand awareness memediasi secara signifikan pengaruh social media marketing terhadap purchase intention. Perusahaan Chatime sebaiknya menambah fitur avatar, giveaway, quiz, voucher, fun fact dan bintang iklan, serta membuat iklan informatif dan iklan yang menarik seperti : pengunaan animasi, karakter, musik, dan gambar maupun font yang unik. Kata kunci: social media marketing, brand awareness, purchase intention

This study aims to test the hypothesis that explains the relationship between business performance variables that are influenced by market orientation and mediated by innovation in Songket SMEs in Sidemen Karangasem. The number of samples in this study amounted to 64 units of MSME Songket. The method used in determining the sample in this study is a saturated sampling technique (census). Data collection methods used in this study were interviews and surveys conducted by distributing questionnaires. This study uses a PLS (Partial Least Square)-based SEM (Structural Equation Model)-based structural equation model. The results show that market orientation has a positive and significant effect on business performance, market orientation has a positive and significant effect on innovation, innovation has a positive and significant effect on business performance and innovation mediates the effect of market orientation on business performance significantly. Keywords: Market Orientation, Innovation, Business Performance, MSME

ABSTRAKPersaingan pasar sepatu olahraga di Indonesia semakin ketat, hal tersebut dikarenakan banyaknya produsen asing dan lokal yang berlomba memperluas pangsa pasarnya di Indonesia. Pentingnya memahami perilaku konsumen telah menjadi perhatian penting berbagai macam industri salah satunya yaitu industri sepatu olahraga futsal. Penelitian ini bertujuan untuk menjelaskan pengaruh brand image, product knowledge dan electronic word of mouth terhadap purchase intention pada produk sepatu Specs. Penelitian ini dilakukan di Kota Denpasar, menggunakan kuesioner secara online, dengan 120 responden. Penentuan sampel menggunakan purposive sampling. Teknik analisis yang digunakan adalah teknik analisis regresi linear berganda. Hasil penelitian menunjukan bahwa variabel brand image, product knowledge, electronic word of mouth secara parsial dan simultan berpengaruh positif dan signifikan terhadap purchase intention. Perusahaan sepatu Specs harus peningkatan dalam brand image, product knowledge dan electronic word of mouth sehingga purchase intention konsumen semakin meningkat. Kata kunci : brand image, product knowledge, electronic word of mouth, purchase intention ABSTRACT The competition for the sports shoes market in Indonesia is getting tougher, due to the large number of foreign and local producers competing to expand their market share. The importance of understanding consumer behavior has become an important concern of various industries, one of which is the futsal sport shoes industry. This study aims to explain the effect of brand image, product knowledge and electronic word of mouth on purchase intention on Specs shoe products. This research was conducted in Denpasar, using an online questionnaire, with 120 respondents. Determination of the sample using purposive sampling. The analysis technique used is multiple linear regression. The results showed that the variable brand image, product knowledge, electronic word of mouth partially and simultaneously had a positive and significant effect on purchase intention. Specs shoe companies must increase brand image, product knowledge and electronic word of mouth so that consumer purchase intention increases.

The purpose of this study was to develop a theory of planned behavior (TPB) that explains the intentions of Generation Z farmers using self-efficacy variables. The population of this study is Gen Z from Bali. The sample size used was 210 with the planned sampling method. The analysis technique used is path analysis by SEM-PLS. Results showed that attitudes did not affect willingness to farm. Subjective norms and PBC had a positive and significant effect on intention to become a farmer, attitudes, and self-efficacy between subjective norms and PBC. and it made a big impression. , and self-efficacy can act as mediators of attitudes, subjective norms, and the impact PBC has on their intent to become a Gen Z farmer in Bali. It is therefore important that government, educational institutions and parents understand that farming is a good career, the more self-efficacy a person has towards farming, the easier it is for someone to get into it Enter Farming Farmer So You Can Encouraged Gen Z have big intentions to become farmers. Likewise, the availability of land and farming skills must find a solution so that they continue to improve in order to increase the intention to become a farmer in the Z generation.