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All Journal Jurnal Ilmiah Mahasiswa FEB JAM : Jurnal Aplikasi Manajemen Journal of Innovation and Applied Technology Britain International for Linguistics, Arts and Education Journal (BIoLAE Journal) Jurnal Manajemen Pemasaran dan Perilaku Konsumen
Dimas Hendrawan
Fakultas Ekonomi Universitas Brawijaya Malang
Arts Computer Science & IT Decision Sciences, Operations Research & Management Education Languange, Linguistic, Communication & Media Other

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THE EFFECT OF STORE IMAGE, SERVICE QUALITY AND PRIVATE LABEL BRAND IMAGE TOWARD PURCHASE INTENTION ON VALUE PLUS HYPERMART MALANG TOWN SQUARE MALANG Sunu, Made Shri Wijaya; Hendrawan, Dimas
Jurnal Ilmiah Mahasiswa FEB Vol. 3 No. 2
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

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Abstract

This research aims to determine the effect Store Image, Service Quality, and Private Label Brand Image on Purchase Intention of Hypermart Private Label Brand Malang Town Square Malang in  partially.  The  research  is  explanatory research  when  explains  the causal relation between the variables through hypothesis testing. The data collection technique of this study is uses questionnaires and literature study. This  study  used  190  samples  of Hypermart‟s  consumers in Malang  Town  Square, Malang. Those samples were taken using a purposive sampling technique. Test equipments that are used for testing the research instrument are validity test, reliability test, and classical assumption test. The analytical methods that were used are multiple linear regression and hypothesis testing are conducted with t test using SPSS 16. The result of this study shows that in partial with using testing t is concluded that Store Image and Private Label Brand Image have significant effect towards Purchase Intention, while Service Quality has no  effect in partially. New fact that found in this study indicates that respondents agree that Service Quality in Hypermart Malang Town Square is neutral, however they are not make/influence them in the purchase intention of private label brand in Hypermart.   Key Words: Store Image, Service Quality, Private Label Brand Image, Purchase Intention
ANALISIS PENGARUH KUALITAS PELAYANAN TERHADAP KEPUASAN KONSUMEN J-CO DONUTS & COFFEE DI KOTA MALANG Defintasari, Eka Zerli; Hendrawan, Dimas
Jurnal Ilmiah Mahasiswa FEB Vol. 3 No. 2
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

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Penelitian ini bertujuan untuk mendeskripsikan dan menganalisis pengaruh dimensi kualitas pelayanan pada kepuasan pelanggan di J-CO Donuts & Coffee di Kota Malang. Jenis penelitian ini adalah penelitian penjelasan dengan pendekatan kuantitatif. Jenis data yang digunakan dalam penelitian ini adalah data primer, dengan 210 sampel dari konsumen J-CO Donuts & Coffee di Kota Malang, di mana metode ini tidak menggunakan kualifikasi populasi. Variabel penelitian yaitu; variabel independen adalah bukti fisik, keandalan, daya tanggap, jaminan dan empati. Kepuasan pelanggan serta variabel dependen. Penelitian ini dilakukan dengan menggunakan regresi linier berganda. Hal ini dapat dilihat pengaruh bukti fisik, keandalan, daya tanggap, jaminan dan empati terhadap Kepuasan Pelanggan secara signifikan terhadap Kepuasan Pelanggan.   Kata kunci: Bukti fisik, keandalan, daya tanggap, jaminan, empati, dan kepuasan konsumen
ANALISIS PENGARUH ELECTRONIC WORD OF MOUTH (e-WOM) TERHADAP MINAT BELI KONSUMEN PADA PRODUK TAS DI INSTAGRAM RGFASHION STORE Resky, Gevi Tonida; Hendrawan, Dimas
Jurnal Ilmiah Mahasiswa FEB Vol. 3 No. 2
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

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Tujuan penelitian ini yaitu untuk mengetahui pengaruh variable electronic Word-Of-Mouth (e-WOM) di media social instagram terhadap minat beli produk tas di akun Rgfashion Store. Populasi dalam peneltiian ini adalah semua pengakses akun Rgfashion Store, dengan menggunakan teknik purposive sampling maka dapat ditentukan sebanyak 100 sampel penelitian. Teknik analisis data yang digunakan dalam penelitian ini adalah metode analisis regresi sederhana. Hasil penelitian dapat diketahui bahwa Electronic word-of-mouth (e-WOM) di social media instagram memiliki pengaruh positif terhadap minat beli konsumen pada produk tas di instagram akun Rgfashion Store. Hal ini menunjukkan bahwa semakin banyak Electronic word-of-mouth (e-WOM) di social media instagram yang di terima maka akan semakin besar pula pengaruhnya terhadap minat beli konsumen. Hasil penelitian menunjukkan bahwa Electronic word-of-mouth (e-WOM) di social media instagram memiliki pengaruh signifikan terhadap minat beli.   Kata Kunci: Electronic word-of-mouth ( e-WOM) dan Minat Beli Konsumen  
Pengaruh Persepsi Kegunaan, Persepsi Kemudahan, Persepsi Risiko Terhadap Minat Menggunakan Layanan Produk BRILink (Studi pada Masyarakat di Kota Kediri) Amita, Nindya Linggar; Hendrawan, Dimas
Jurnal Ilmiah Mahasiswa FEB Vol. 4 No. 1
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

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Penelitian ini bertujuan untuk menguji pengaruh persepsi kegunaan, persepsi kemudahan, dan persepsi risiko terhadap minat menggunakan layanan produk BRILink. Jenis penelitian ini adalah penelitian eksplanatori. Populasi penelitian adalah masyarakat di kota Kediri yang mengetahui produk layanan BRILink. Teknik pengambilan sampel menggunakan Purposive Sampling dengan ukuran sampel sebanyak 130 responden. Alat analisis yang digunakan Untuk menguji pengaruh variabel independen terhadap variabel dependen adalah analisis regresi linier berganda. Hasil menunjukkan bahwa persepsi kegunaan, persepsi kemudahan, dan persepsi risiko memiliki pengaruh yang signifikan terhadap minat menggunakan layanan produk BRILink. Hasil penelitian ini dapat digunakan pihak bank untuk meningkatkan efektivitas strategi pemasaran BRILink.   Kata kunci : Persepsi Kegunaan, Persepsi Kemudahan,  Persepsi Risiko, dan Minat Penggunaan.
PENGARUH RELATIONSHIP MARKETING TERHADAP LOYALITAS PELANGGAN (Studi Kasus Pada PT. Nusantara Karya Sentosa (PT. CNI cabang kota Malang)) Surono, Riska Ardhi; Hendrawan, Dimas
Jurnal Ilmiah Mahasiswa FEB Vol. 3 No. 2
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

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Latar belakang penelitian ini bertujuan untuk mengetahui pengaruh relationship marketing yang terdiri dari: (1)kepercayaan,(2)Komitmen,(3) komunikasi,(4)keuntungan bersama terhadap loyalitas pelanggan pada PT. Nusantara Karya Sentosa baik secara parsial maupun simultan. Penelitian ini termasuk dalam penelitian explanatory researchyang menjelaskan hubungan dan pengaruh beberapa variabel yang telah ditetapkan dengan menggunakan sampelsebanyak 100 pelanggan dari PT. Nusantara Karya Sentosa, pengambilan data menggunakan accidental sampling.Hasil penelitian regresi menunjukan secara simultan variabel kepercayaan(X1), Komitmen(X2), komunikasi(X3), dan keuntungan bersama(X4) memiliki pengaruh yang signifikan terhadap loyalitas dengan signifikansi 0,000 dan F hiting adalah 20,355, secara parsial, variabel kepercayaan (X1), komitmen(X2), komunikasi(X3) dan keuntungan bersama(X4) adanya pengaruh signifikansi pada setiap variabel, pada kebenaran(X1) 0,040, komitmen(X2) 0,000, untuk komitmen(X3) 0,018 dan pada keuntungan bersama(X4) signifikansi 0,002. Sedangkan variabel komitmen(X2) adalah yang mempunyai pengaruh dominan dengan nilai koefisien beta sebesar 0,386.Dengan demikian dapat dikatakan bahwa keempat variabel yaitu, kepercayaan, komitmen, komunikasi dan keuntungan bersama memiliki pengaruh signifikan baik parsial maupun simultan terhadap PT. Nusantara Karya Sentosa. Variabel komitmen merupakan variabel yang dominan. Kata Kunci : kepercayaa, Komitmen, Konmunikasi, Keuntungan Bersama, Loyalitas.
Market Segmentation Based on Psychography of Novi Dapur Rice Bowl Consumers Ramadhan, Novita Ayunani Victoria; Hendrawan, Dimas
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 4 No. 2 (2025)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/jmppk.2025.04.2.23

Abstract

Purpose – This study aims to analyze psychographic-based market segmentation of consumers at Rice Bowl Dapur Novi in Malang City to support the development of more targeted marketing strategies.   Design/methodology/approach – This study employs a quantitative descriptive research design using a survey method. The population consists of Rice Bowl consumers in Malang City, with a total sample of 140 respondents. Data were analyzed using the K-Means Cluster analysis technique to identify distinct psychographic consumer segments.   Findings – The results identify four distinct consumer segments based on psychographic characteristics: (1) The Idealism segment, (2) The Enthusiastic segment, (3) The Incurious segment, and (4) The Phlegmatic segment. Each segment exhibits different psychological traits that influence their consumption behavior and preferences.   Originality/value – This study offers originality by applying K-Means Cluster analysis to map four unique psychographic segments of Rice Bowl Dapur Novi consumers, a niche context rarely explored in local culinary research. The findings provide actionable insights for developing targeted marketing strategies that align with each segment’s attitudes, motivations, and behavioral tendencies.
From Trust to Loyalty: The Mediating Role of Customer Satisfaction in ShopeePay Reuse Intention Pardede, Jeremy Anggi; Hendrawan, Dimas
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 4 No. 4 (2025)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/jmppk.2025.04.4.17

Abstract

Purpose – This study aims to determine and analyze the effect of trust on reuse intention, with customer satisfaction as an intervening variable among ShopeePay e-wallet users in Malang City.     Design/methodology/approach – This research uses a quantitative explanatory design to test causal relationships among variables. The sample consists of 163 respondents collected through online questionnaires. Data were analyzed using Partial Least Squares (PLS) with SmartPLS version 4.0.   Findings – The results show that trust has a significant effect on reuse intention. Trust also significantly influences customer satisfaction, and customer satisfaction significantly affects reuse intention. In addition, customer satisfaction acts as a significant mediating variable between trust and reuse intention.   Originality/value – This study contributes to digital payment literature by highlighting the mediating role of customer satisfaction in the relationship between trust and reuse intention in e-wallet services.  
The Influence of Price Discounts, Product Quality, and Reviews on Online Hijab Purchase Decisions Salsabilla, Riezky; Hendrawan, Dimas
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.2025.04.3.01

Abstract

Purpose – This study aims to analyze the influence of discounts, product quality, and product reviews on purchase decisions among consumers of Lafiye Official Shop on Shopee.co.id in Malang City.    Design/methodology/approach – This study employs a quantitative explanatory research design to examine the causal relationships among discounts, product quality, product reviews, and purchase decisions. The sample consists of 100 respondents selected using a non-probability purposive sampling technique. Data were collected using validated and reliable questionnaires and analyzed through classical assumption tests and multiple linear regression analysis using IBM SPSS Statistics version 25.   Findings – The results indicate that discounts, product quality, and product reviews each have a positive and significant effect on purchase decisions. These findings suggest that price incentives, perceived product quality, and user-generated reviews play a crucial role in shaping consumer purchasing behavior in e-commerce platforms.   Originality/value – This study contributes to digital marketing and consumer behavior literature by integrating discounts, product quality, and product reviews as key determinants of purchase decisions in the online fashion industry, specifically the hijab segment. The findings provide practical implications for e-commerce sellers in optimizing pricing strategies, maintaining product quality, and managing online reviews to enhance purchase decisions.
Purchase Interest In Beauty Industry: Role Of Brand Image, Product, And Promotion Pujiyanto, Bagas; Hendrawan, Dimas
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.2025.04.1.19

Abstract

Purpose – This study aims to examine the influence of brand image, product quality, and online promotion on purchase interest in MS Glow facial care products among young consumers in Malang City.     Design/methodology/approach – This study employs a quantitative descriptive research design. Data were collected through questionnaires distributed to 170 young consumers in Malang City using a non-probability sampling technique. The data were analyzed using multiple linear regression with IBM SPSS to test the proposed relationships among variables.   Findings – The results indicate that brand image and online promotion have a positive and significant effect on purchase interest, while product quality does not have a significant effect. These findings suggest that, in highly competitive beauty markets, consumers’ purchase interest is more strongly driven by brand perception and digital promotional activities than by product quality alone.   Originality/value  – This study contributes to consumer behavior and digital marketing literature by highlighting the dominant role of brand image and online promotion in shaping purchase interest in the skincare industry. The findings provide practical implications for beauty brands in strengthening digital marketing strategies and brand positioning to sustain consumer engagement and competitiveness.
Optimization of Digital Marketing Through Creative Content Training for Youth to Support BUMDes Sustainability Hendrawan, Dimas
Journal of Innovation and Applied Technology Vol 12, No 1 (2026)
Publisher : Lembaga Penelitian dan Pengabdian Kepada Masyarakat Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/ub.jiat.2025.012.01.04

Abstract

This community service program aims to enhance the digital marketing capacity of BUMDes in Tegalweru Village by empowering local youth through training in creative content development using artificial intelligence (AI)-assisted design tools. The program, conducted in collaboration with BUMDes managers and youth organizations, focused on equipping participants with practical skills to create engaging promotional materials and manage Instagram as a primary platform for brand communication. The participatory approach included socialization, focus group discussions, hands-on training, and mentoring. Evaluation results showed significant improvements in participants’ creativity, digital literacy, and ability to independently produce and publish high-quality content on Instagram. The initiative not only increased the visibility and engagement of BUMDes products online but also fostered youth empowerment and sustainable digital transformation in the rural community. It is recommended to replicate this model in other villages to accelerate the adoption of digital marketing and AI-based innovation for rural enterprise development.
Co-Authors Achmad Cahya Rianto Agata Rahmi Pertiwi Aldino Syahreza Simatupang Bayu Kurniawan Defintasari, Eka Zerli Dewi, Nora Ronita Dyca Okkysantria Eka Fikri Masyhuri Eka Zerli Defintasari Feliciana, Aurel Gevi Tonida Resky Hanissa Rizky Ananda Haryosasongko, Fajar Arie Kamila, Cintia Okta Kardina Yudha Parwati Khairunnisa, Nadhiva Ayu Made Shri Wijaya Sunu Mardhatilah Shanti Mareta, Naura Nabila Masitowarni Siregar Muhammad Syaifudin Nanang Suryadi Nindya Linggar Amita Nindya Linggar Amita, Nindya Linggar Nugroho, Dian Ari Pardede, Jeremy Anggi Pujiyanto, Bagas Rahadiyan, Rizki Nafi Rahmad Husein Ramadhan, Novita Ayunani Victoria Resky, Gevi Tonida Rila Anggraeni, Rila Riska Ardhi Surono Ryan Hegar Suryadinatha Salsabilla, Riezky Shanti, Mardhatilah Sunu, Made Shri Wijaya Surono, Riska Ardhi Suryadinatha, Ryan Hegar Vanny Triasvandha Dardevian Zorigoo, Khoszaya