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All Journal Lokawati: Jurnal Penelitian Manajemen dan Inovasi Riset
Willem Gilbert Pomantow
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Pengaruh Strategi Pemasaran terhadap Persepsi dan Loyalitas Konsumen BBM Non-Subsidi Jenis Pertamax pada SPBU Malalayang Pertamina Kota Manado Juliana Hanna Rubby Mangangkung; Willem Gilbert Pomantow; Friska Jutresia Papia; Efendy Rasjid
Lokawati : Jurnal Penelitian Manajemen dan Inovasi Riset Vol. 4 No. 5 (2026): September: Jurnal Penelitian Manajemen dan Inovasi Riset
Publisher : Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61132/lokawati.v4i5.2738

Abstract

This study aims to analyze the effect of marketing strategy (7P marketing mix) on consumer perception and consumer loyalty, as well as to examine the role of consumer perception in mediating the effect of marketing strategy on consumer loyalty among users of non-subsidized Pertamax fuel at Pertamina Malalayang Gas Station, Manado City. The research methodology applied is quantitative explanatory. Sampling was conducted using a non-probability sampling approach with a purposive sampling method, gathering data through questionnaires from 60 respondents who consume Pertamax at Malalayang Gas Station. Data analysis was performed using Structural Equation Modeling based on Partial Least Squares (PLS-SEM) via SmartPLS 4 software. The findings reveal that: (1) Marketing Strategy has a positive and significant effect on Consumer Perception (; ; ); (2) Consumer Perception has a positive and significant effect on Consumer Loyalty (; ; ); (3) Marketing Strategy has a positive and significant direct effect on Consumer Loyalty (; ; ); and (4) Consumer Perception significantly acts as a partial mediator in the relationship between Marketing Strategy and Consumer Loyalty (; ; ). Practical implications emphasize the importance of improving physical evidence, strengthening product value education, and optimizing service quality to enhance customer retention.
Strategi Green Marketing dan Pengaruhnya terhadap Persepsi Konsumen: Studi pada Mahasiswa Politeknik Negeri Manado Cysca Adeleida Langi; Diana Roweina Susana Maramis; Willem Gilbert Pomantow; Romana Octavia Debora Pessak; Kevin Keril Pangemanan
Lokawati : Jurnal Penelitian Manajemen dan Inovasi Riset Vol. 4 No. 5 (2026): September: Jurnal Penelitian Manajemen dan Inovasi Riset
Publisher : Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61132/lokawati.v4i5.2754

Abstract

Green marketing strategies have a major influence on consumer perceptions and can shape how consumers evaluate products and services. Today’s consumers are becoming more careful when choosing goods and services, particularly by considering how products and business practices may impact the environment. The purpose of this study is to examine how the application of green marketing strategies affects consumer perception. Consumer perception is important because it can shape buying interest and influence consumer purchasing decisions. To examine how green marketing influences consumer perceptions, this study uses a qualitative research approach with Gen Z students at Manado State Polytechnic as the research subjects. The results obtained in this study show that Gen Z students pay more attention to transparency, specificity, and supporting evidence in green marketing practices. They consider detailed information, measurable claims, and clear language about marketed products as important factors in determining whether a product can be trusted and whether they are interested in purchasing it. Therefore, clear and credible green marketing information plays an important role in shaping consumer perceptions and purchasing interest.
Co-Authors Cysca Adeleida Langi Diana Roweina Susana Maramis Efendy Rasjid Friska Jutresia Papia Juliana Hanna Rubby Mangangkung Kevin Keril Pangemanan Romana Octavia Debora Pessak