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All Journal Jurnal Ilmiah Mahasiswa FEB JBMR: Journal of Business and Management Review Jurnal Pengabdian kepada Masyarakat Nusantara Reviu Akuntansi, Manajemen, dan Bisnis Jurnal Manajemen Pemasaran dan Perilaku Konsumen Jurnal Management Risiko dan Keuangan Jurnal Kewirausahaan dan Inovasi
Ikhtiara Kaideni Isharina
Departement Of Management, Faculty Of Economics And Business Brawijaya University, Malang, Indonesia
Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Social Sciences

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PENGARUH TWITTER ACCOUNT @IniBaruHidup SEBAGAI SOCIAL MEDIA TERHADAP LOYALITAS MEREK NESCAFÉ INDONESIA Purnomo, Satrio Mulyo; Isharina, Ikhtiara Kaideni
Jurnal Ilmiah Mahasiswa FEB Vol. 1 No. 2
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

Membangun dan mempertahankan loyalitas merek adalah salah satu hal penting bagi pemasar. Pemasar telah memanfaatkan berbagai cara untuk mempertahankan loyalitas merek pelanggan mereka. Salah satu cara yang saat ini digunakan adalah social media. Penelitian ini bertujuan untuk mengetahui pengaruh simultan serta parsial dari content yang relevan, kampanye yang memberi manfaat dan frekuensi diperbaharui sertacontent populer di Twitter sebagai social mediaterhadap loyalitas merek NESCAFÉ Indonesia. Analisis data menggunakan metode regresi linear berganda dengan 152 followers @IniBaruHidup sebagai responden.Teknik pengambilan sampel menggunakan purposive sampling.Uji validitas dan reliabilitas digunakan dalam pengujian instrumen penelitian serta pengujian asumsi klasik berupa uji normalitas, uji heterokedastisitas, dan uji multikolinearitas. Hasil penelitian menunjukkan bahwa secara simultan variabel content yang relevan (X1), kampanye yang memberi manfaat dan frekuensi diperbaharui (X2) serta content populer (X3) memiliki pengaruh yang signifikan terhadap loyalitas merek  dengan signifikansi 0,000 dengan koefisien determinasi (R2) sebesar 33,3%. Variabel yang berpengaruh secara parsial adalah variabel kampanye yang memberi manfaat dan frekuensi diperbaharui (X2). Manfaat dari social media salah satunya sebagai customer relationship management.Program untuk membangun loyalitas tidak hanya bisa mengandalkan satu alat saja yaitu social media (Twitter) tetapi perlu adanya integrasi dengan bauran promosi yang lain seperti: penjualan personal melalui wiraniaga, advertising di media konvensional (televisi, radio, dan majalah), promosi penjualan, hubungan masyarakat, dan sponsorhip. Saran untuk peneliti selanjutnya adalah dapat melakukan uji kognitif untuk memastikan responden telah lama mengikuti @IniBaruHidup dengan memberikan pertanyaan mengenai kegiatan promosi yang dilakukan oleh NESCAFÉ. Selain itu, peneliti selanjutnya dapat menggunakan variabel independen yaitu: kepercayaan (trust), keamanan (security), kualitas dari pelayanan (quality of service), dan resiko yang disadari (perceived risk). Kata Kunci: Twitter; social media; loyalitas merek
The Influence of Service Quality and Perceived Value on Customer Satisfaction Bachtiar, Azhar Ahmad; Isharina, Ikhtiara Kaideni
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.2025.04.3.02

Abstract

Purpose –  This study aims to examine the effects of service quality and perceived value on customer satisfaction among IB Net customers.    Design/methodology/approach –   This study employs a quantitative explanatory research design to analyze the relationships between service quality, perceived value, and customer satisfaction. The population consists of 63 active IB Net customers, which were selected using a saturated (census) sampling technique under a probability sampling approach. Data were collected and analyzed using multiple linear regression, t-test, and F-test, all performed using IBM SPSS Statistics version 26.   Findings – The results indicate that both service quality and perceived value have a positive and significant effect on customer satisfaction. These findings suggest that improvements in service delivery and perceived benefits are key determinants of customer satisfaction in internet service provision.   Originality/value – This study contributes to service marketing literature by examining the combined influence of service quality and perceived value on customer satisfaction in the context of internet service providers. The findings provide practical implications for IB Net in enhancing service performance and customer-perceived value to improve satisfaction and retention.  
Drivers of Customer Satisfaction Among Mountain Hikers: The Role of Product Quality, Sales Promotion, and Perceived Price Varellino, Geraldus Edbert; Isharina, Ikhtiara Kaideni
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.2025.04.2.07

Abstract

Purpose – This study aims to examine and analyze the effects of product quality, sales promotion, and perceived price on customer satisfaction among mountain hikers in Malang City, particularly users of Consina outdoor products.   Design/methodology/approach – This study employs a quantitative research design using purposive sampling. The sample consists of 132 mountain hikers in Malang City who have purchased Consina products at least once. Data were collected through a Google Forms questionnaire and analyzed using multiple linear regression with IBM SPSS Statistics 26.   Findings – The results indicate that product quality, sales promotion, and perceived price each have a positive and significant effect on customer satisfaction. The adjusted R² value of 0.601 suggests that these three variables explain 60.1% of the variation in customer satisfaction, while the remaining 39.9% is influenced by other factors not included in this study.   Originality/value – This study provides originality by simultaneously examining product quality, sales promotion, and perceived price within the specific context of hiking equipment users in Malang City. The findings offer new empirical evidence from a niche consumer segment that has received limited attention in previous research.
How Shopee Video Stimuli Influence Impulse Purchase Intention Mediated by Pleasure Khotimah, Kusnul; Isharina, Ikhtiara Kaideni
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.2025.04.4.04

Abstract

 Purpose – This study aims to examine the effect of stimuli in short video content—namely informativeness, comments, virtual haptics, and price discount—on impulse purchase intention mediated by pleasure among Generation Z users of Shopee fashion videos in Indonesia.     Design/methodology/approach – This research employs a quantitative explanatory approach based on the Stimulus-Organism-Response (SOR) theory. The study uses purposive sampling with 243 respondents from Generation Z who have watched Shopee short videos related to fashion products. Data were analyzed using Partial Least Squares (PLS) with SmartPLS 3 software.   Findings – The results indicate that comments, virtual haptics, and price discounts have a significant effect on pleasure, which subsequently increases impulse purchase intention. However, informativeness does not have a significant effect on pleasure.   Originality/value – This study contributes to digital marketing literature by applying SOR theory in the context of short video commerce, highlighting the role of sensory and social stimuli in shaping impulsive buying behavior among Generation Z.
Examining Repurchase Intention in Pop Mart Blind Box Products: The Effect of Uncertainty, Aesthetics, and Perceived Fun Wahyono, Shahnaz Putri Serena; Isharina, Ikhtiara Kaideni
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.2026.05.1.07

Abstract

Purpose – This study aims to examine the effects of uncertainty and aesthetics on repurchase intention among Pop Mart blind box consumers by investigating the mediating role of perceived fun. Design/Methodology/Approach – This study employed a quantitative research design. Data were collected from 180 Generation Z Pop Mart blind box consumers in Java using a structured questionnaire. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) to examine the direct and indirect relationships among uncertainty, aesthetics, perceived fun, and repurchase intention. Findings – The results indicate that uncertainty has a positive but insignificant effect on repurchase intention. In contrast, aesthetics has a positive and significant effect on repurchase intention, both directly and indirectly through perceived fun. These findings suggest that visual appeal and enjoyable consumption experiences are stronger drivers of repeat purchase behavior than uncertainty in the blind box consumption context. Originality/Value – This study contributes to the consumer behavior and experiential marketing literature by examining the role of perceived fun as an emotional mechanism linking product aesthetics to repurchase intention in the emerging blind box market. The findings provide practical insights for collectible product companies by emphasizing the importance of attractive designs and engaging unboxing experiences to strengthen consumer attachment and encourage repeat purchases.
The Effect of Greenwashing Perception on Green Purchase Intention: The Mediating Roles of Perceived Betrayal and Green Perceived Risk Sefina Aldea Nurizka; Ikhtiara Kaideni Isharina
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 5 No. 2 (2026)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/jmppk.2026.05.2.10

Abstract

Purpose – This study aims to analyze the effect of greenwashing perception on green purchase intention and examine the mediating roles of perceived betrayal and green perceived risk among Generation Z consumers of fast fashion products. Design/Methodology/Approach – This study employed a quantitative research approach using an explanatory research design. The research was based on the Cognition–Affect–Behavior (C-A-B) framework to explain how consumers’ perceptions of misleading sustainability claims influence cognitive and emotional responses that shape purchasing behavior. Data were collected from 130 Generation Z respondents residing in Java who had an interest in fast fashion products using a purposive sampling technique. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4. Findings – The results reveal that greenwashing perception does not have a significant effect on green purchase intention. However, greenwashing perception positively and significantly influences perceived betrayal and green perceived risk. Furthermore, perceived betrayal and green perceived risk do not significantly affect green purchase intention and do not mediate the relationship between greenwashing perception and green purchase intention. These findings indicate the existence of an attitude–behavior gap, where negative perceptions of greenwashing do not necessarily reduce consumers’ intention to purchase fast fashion products. Originality/Value – This study contributes to the sustainable consumption and consumer behavior literature by applying the Cognition–Affect–Behavior framework to explain the complex relationship between greenwashing perception and green purchase intention among Generation Z fast fashion consumers. The study provides new insights by demonstrating that negative sustainability perceptions may not directly translate into reduced purchase intentions, highlighting the influence of utilitarian considerations and personal preferences in shaping consumer behavior.
Influencer Credibility and Purchase Intention in the Local Beauty Industry: The Mediating Role of Parasocial Relationship Parameswari, Kantya; Isharina, Ikhtiara Kaideni
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 5 No. 3 (2026)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/jmppk.2026.05.3.13

Abstract

Purpose – This study aims to examine the effects of influencer trustworthiness, expertise, and attractiveness on consumers’ purchase intention, with parasocial relationship serving as a mediating variable in the context of the local makeup brand Somethinc. Design/Methodology/Approach – The study employed a quantitative survey approach. Data were collected from 198 Somethinc users selected through purposive sampling. The data were analyzed using Partial Least Squares-Structural Equation Modeling (PLS-SEM) with the assistance of SmartPLS software. Findings – The results show that influencer trustworthiness and expertise have significant effects on purchase intention, whereas attractiveness does not have a significant effect. Furthermore, only expertise significantly affects parasocial relationship. Parasocial relationship significantly influences purchase intention and mediates only the relationship between influencer expertise and purchase intention.  Originality/Value – The study contributes by demonstrating the distinct roles of influencer credibility dimensions and parasocial relationship in shaping consumers’ purchase intention toward a local makeup brand. The findings indicate that influencer expertise and parasocial relationship are particularly important mechanisms for strengthening marketing communication effectiveness and encouraging purchase intention toward Somethinc.
Co-Authors Agustiani, Windy Eka Aldhiki Meytena Arthana, Gilang Hans Astrid Puspaningrum Bachtiar, Azhar Ahmad Dewi, Nike Nurfita Dr.Fatchur Msi SE Rohman Dr.Fatchur Rohman, SE, Msi Dunga Dwi Barinta Faizal M. Alhaq, SE Faizal M. SE Alhaq Fitriani, Difa Haqqo, Cantika Insanil Kardina Yudha Parwati Kusnul Khotimah Meirinta, Larissa Apsarini Muhammad Rayhan Nanda Dwi Maharani Nugrahayanti, Andra Fyonaliza Pandunegoro, Satria Luhur Parameswari, Kantya Ramadhani Abanan, Muchammad Zuhri Salsabilla, Fahrizka Sari, Feny Rahma Satrio Mulyo Purnomo Sefina Aldea Nurizka Taufiq Ismail Varellino, Geraldus Edbert Wahyono, Shahnaz Putri Serena