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All Journal Jurnal Ilmiah Mahasiswa FEB MIX : Jurnal Ilmiah Manajemen JAPI: Jurnal Akses Pengabdian Indonesia Jurnal Manajemen Pemasaran dan Perilaku Konsumen Ekonomi dan Bisnis: Berkala Publikasi Gagasan Konseptual, Hasil Penelitian, Kajian, dan Terapan Teori Jurnal Kewirausahaan dan Inovasi
Putu Adi Putra Arimbawa
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Agriculture, Biological Sciences & Forestry Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Health Professions Nursing Public Health Social Sciences Other

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Analysis of Promotion Strategy and Packaging Design on Repurchase Intention (AIDA Implementation) Shendri, Gabriella Natasha; Arimbawa, Putu Adi Putra
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 4 No. 1 (2025)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/jmppk. 2025.04.1.01

Abstract

Purpose –    This study aims to examine the influence of promotion strategy and packaging design on consumers' repurchase intention in MyPaw Mart, an Indonesian SME producing organic and human-grade cat treats, by applying the AIDA (Attention, Interest, Desire, and Action) framework.   Design/methodology/approach –  This study employs a quantitative research approach using survey data collected from MyPaw Mart consumers. The relationships among promotion strategy, packaging design, and repurchase intention were analyzed based on the AIDA framework to evaluate the effects of marketing activities on consumer purchasing behavior.   Findings – The results indicate that both promotion strategy and packaging design have a positive and significant influence on consumers' repurchase intention. Effective promotional activities, including engaging social media campaigns and attractive discount programs, successfully increase consumer attention and desire. Furthermore, packaging that is visually appealing and clearly communicates product information enhances consumer trust, thereby encouraging repeat purchase decisions.   Originality/value – This study contributes to the growing literature on SME marketing in emerging markets by extending the application of the AIDA model to the pet food industry. It also provides practical insights for SMEs on improving customer retention through effective promotion strategies and informative packaging design.  
Building Green Loyalty: How Green Perceived Value Shapes Customer Commitment Through Green Trust Putri, Nadia Azizah; Arimbawa, Putu Adi Putra
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 4 No. 3 (2025)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/jmppk.2025.04.3.19

Abstract

Purpose –  This study aims to examine the mediating role of green trust in the relationship between green perceived value and the green loyalty of Indofood customers.    Design/methodology/approach – This study adopts a quantitative explanatory research design to test the causal relationships among green perceived value, green trust, and green loyalty. Using a non-probability sampling method with a purposive sampling technique, 100 respondents aged at least 17 years who had purchased and consumed Indofood products were selected. Primary data were collected through five-point Likert-scale questionnaires and analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM).   Findings – The results indicate that green perceived value has a positive and significant effect on both green trust and green loyalty. In addition, green trust positively and significantly mediates the relationship between green perceived value and green loyalty, suggesting that consumers who perceive greater environmental value are more likely to develop trust, which subsequently strengthens their loyalty toward environmentally friendly products.   Originality/value – This study contributes to green marketing literature by demonstrating the mediating role of green trust in linking green perceived value and green loyalty in the fast-moving consumer goods (FMCG) sector. The findings provide practical implications for companies seeking to strengthen customer loyalty through sustainable value creation and trust-building initiatives. As the study employs a cross-sectional design, future longitudinal research is recommended to capture changes in consumer green loyalty over time.
Co-Authors A Muhamad Jazuli, A Muhamad Ananda Sabil Hussein Christin Susilowati Faizul Muttaqin Mauliano, Imellda Ricca Muroqi, M. Arfi Nurmasari, Nuraini Desty Putri, Leilani Ivana Putri, Nadia Azizah Qumaris, Rana Sanniyah Ramdhani, Haidar Zahran Rifan, Mohamad Shendri, Gabriella Natasha Surachman Surachman