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All Journal Jurnal Ilmiah Mahasiswa FEB JAM : Jurnal Aplikasi Manajemen Jurnal Manajemen Teori dan Terapan Management and Economics Journal (MEC-J) Sarwahita : Jurnal Pengabdian Kepada Masyarakat Studi Kasus Inovasi Ekonomi Jurnal Ilmiah Manajemen Kesatuan Jurnal Manajemen Bisnis Indonesian Journal of Cultural and Community Development Jurnal Pengabdian kepada Masyarakat Nusantara Journal of Economics Research and Social Sciences JAPI: Jurnal Akses Pengabdian Indonesia Asia Pacific Journal of Management and Education Jurnal Manajemen Pemasaran dan Perilaku Konsumen Jurnal Pengabdian Manajemen Jurnal Kewirausahaan dan Inovasi
Kardina Yudha Parwati
Universitas Muhammadiyah Malang
Agriculture, Biological Sciences & Forestry Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Health Professions Languange, Linguistic, Communication & Media Nursing Public Health Social Sciences Other

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The Influence of Customer Experience on Interest in Purchasing Game Items on Mobile Legends Mediated by User Game Engagement Saputra, Dimas Candra; Parwati, Kardina Yudha
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.2025.04.3.11

Abstract

Purpose –  This study aims to examine the influence of customer experience on the intention to purchase game items in Mobile Legends, with user game engagement serving as a mediating variable.    Design/methodology/approach –  This study employs a quantitative explanatory research design. Data were collected through an online questionnaire from 210 Mobile Legends users in Indonesia who had played the game within the last six months and were at least 18 years old. The data were analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM) with SmartPLS 4.1.   Findings – The results indicate that customer experience has a positive and significant effect on both user game engagement and the intention to purchase game items. User game engagement also has a positive and significant effect on purchase intention and partially mediates the relationship between customer experience and purchase intention. These findings suggest that enhancing users’ in-game experiences can strengthen engagement, which subsequently increases their intention to purchase virtual items.   Originality/value – This study contributes to digital gaming and consumer behavior literature by integrating customer experience and user game engagement in explaining purchase intention for in-game items. The findings provide practical implications for game developers in designing engaging gaming experiences that encourage user participation and increase monetization through virtual item purchases.
The Effects of Service Quality, Service Innovation, and Price Perception Toward Household Customer Satisfaction: An Empirical Study Tripitakananda, Dhevia; Parwati, Kardina Yudha
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.2025.04.4.09

Abstract

Purpose – This study aims to examine the effects of service quality, service innovation, and price perception on household customer satisfaction at PT PLN (Persero) UP3 Malang.    Design/methodology/approach – This research uses a quantitative approach. Data were collected through questionnaires distributed to 100 residential customers who met the research criteria. The data were analyzed using IBM SPSS Statistics 30.0   Findings – The results indicate that service quality, service innovation, and price perception have a positive and significant effect on household customer satisfaction at PT PLN (Persero) UP3 Malang.   Originality/value – This study contributes to the service marketing literature by highlighting the role of innovation alongside traditional service quality and price perception in shaping customer satisfaction in the electricity service sector.
Exploring the Influence of Materialism and Tourism Brand Attachment on Compulsive Travel Purchases Among Young Consumers in Post-COVID-19 Indonesia Praharjo, Ardik Angga; Parwati, Kardina Yudha; Rofida N, Khusnul
MEC-J (Management and Economics Journal) Vol 9, No 3 (2025)
Publisher : Faculty of Economics, State Islamic University of Maulana Malik Ibrahim Malang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.18860/mec-j.v9i3.32138

Abstract

This study aims to examine the influence of materialism and tourism brand attachment on compulsive buying for travel among generations Y and Z in Indonesia. Additionally, it investigates the antecedents of materialism and compulsive buying, including SNS advertisements, celebrity endorsements, and ideal self-congruence. An explanatory research design with a quantitative approach was employed, using a survey with structured questionnaires to collect primary data. The population consisted of all Indonesian generations Y and Z, and purposive non-probability sampling was applied, targeting respondents born in 1981 or later and active users of social media, to ensure relevance to SNS-related variables. A total of 200 respondents participated in the study, consisting of individuals from Generation Z and Generation Y. Data were analysed using PLS-SEM. The results indicate that materialism and tourism brand attachment positively and significantly influence compulsive buying, while SNS advertisements and celebrity endorsements significantly affect materialism. Moreover, ideal self-congruence significantly influences tourism brand attachment. These findings highlight the roles of psychological and marketing factors in shaping impulsive travel behaviours and provide theoretical and managerial implications for tourism marketing strategies targeting young consumers. 
From Market Leader to Competitive Pressure: The Role of TikTok Marketing Videos, E-WOM, and Brand Image in Shaping Gen Z Purchase Intention for Camille Beauty Face Masks Puteri, Shindy Antono; Parwati, Kardina Yudha
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 5 No. 1 (2026)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/jmppk.2026.05.1.09

Abstract

Purpose – This study aims to examine the effects of TikTok marketing videos, electronic word of mouth (E-WOM), and brand image on Generation Z’s purchase intention toward Camille Beauty face masks. Design/Methodology/Approach – This study employed a quantitative explanatory research design to test causal relationships among the variables. Data were collected through Likert-scale questionnaires from 180 Generation Z consumers who were familiar with Camille Beauty’s TikTok content, selected using a purposive sampling technique. The data were analyzed using multiple linear regression with IBM SPSS Statistics version 29. Findings – The results indicate that TikTok marketing videos, electronic word of mouth (E-WOM), and brand image each have positive and significant effects on Generation Z’s purchase intention. These findings suggest that engaging digital content, credible online consumer information, and a strong brand image are important factors in influencing purchase decisions within the competitive skincare market. Originality/Value – This study contributes to the digital marketing and consumer behavior literature by integrating social media marketing, electronic word of mouth, and brand image into a single model within the context of a declining market leader in the skincare industry. The findings provide practical insights for beauty brands in optimizing digital content strategies, strengthening online credibility, and maintaining competitive brand positioning among Generation Z consumers.
Co-Authors Abdurrahman Hakim Agung Nugroho Adi, Agung Nugroho Alam, Aminullah Ananda Sabil Hussein Ardian, Faril Ardik Praharjo Astrid Puspaningrum Ayuning Putri, Intan Lifinda Bayu Ilham Pradana Dimas Hendrawan Dunga Dwi Barinta Erna Retna Rahadjeng Fatchur Rohman Febrianto, Rozindo Bima Fika Fitriasari Ikhtiara Kaideni Isharina Iqbal Ramadhani Fuadiputra Islam Fasieh, Muhammad Fajrul Li, Nancy Runnan Luqman Dzul Hilmi M. Fika Fitriasari Muhammad Dimar Alam Mychelia Champaca Nanang Suryadi Nur ‘Azah Praharjo, Ardik Angga Puteri, Shindy Antono Raditha Dwi Vata Hapsari Riandi, Muhammad Hafiz Rofida N, Khusnul Rr Ayu Firdausiah Saputra, Dimas Candra Setiawan, Prayogi Sudiyanti Sudiyanti Taufiq Ismail Tripitakananda, Dhevia