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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

The increase in internet demand during and after the pandemic has opened big opportunities for internet service providers and increased the competition among them in gaining and retaining their customers. the objective of this research is to identify the effects of  service quality and perceived value on the satisfaction on IB Net customers. This explanatory research elucidates the relationship between its variables through hypothesis testing. Using probability sampling method and saturated or census sampling technique, 63 active customers of IB Net were involved as the respondents. The data analysis incorporates multiple linear regression, t-test, and F-test; all of which were performed in SPSS version 26. The results of the hypothesis testing lead to conclusions that (1) Service quality has a positive and significant effect on customer satisfaction and that (2) perceived value has a positive and significant effect on customer satisfaction. Therefore, service quality and perceived value positively influence customer satisfaction, providing important implications for IB Net in improving its service and value for its customers.  
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

The objective of this research is to identify and analyze the effects of product quality, sales promotion and perceived price on the customer satisfaction of mountain hikers in Malang City. Using purposive sampling technique, 132 mountain hikers of Malang City who have made at least one purchase of Consina products were selected as the respondents. The data was harvested via Google Forms questionnaires and was analyzed through multiple linear regression in SPSS 26. This study finds that product quality, sales promotion, and perceived price partially have significant effects on the customer satisfaction. With the adjusted R-squared value of 0.601, it can be inferred that product quality, sales promotion, and perceived price influence 60.1% of the customer satisfaction, with the remaining 39.9% is the contribution of other variables not discussed in this 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

The growth of e-commerce in Indonesia is increasing due to the high internet usage. This phenomenon cannot be separated from the influence of people's lifestyles, including generation Z, who have a preference for making purchases online. This potential market has triggered competition between e-commerce companies in attracting consumers, especially through short videos. The SOR (Stimulus-Organism-Response) theory in this study is used to examine the effect of external stimuli in short videos such as informativeness, comments, Virtual Haptics, and price discount on impulse purchase intentions mediated by pleasure. This study uses purposive sampling method. Respondents of this study were 243 people taken from the population of generation Z Shopee video users who watched fashion products. Researchers conducted data analysis using Partial Least Square (PLS) with SmartPLS 3 software. The results showed that comments, Virtual Haptics, and price discount had a significant effect on pleasure, which in turn significantly increased impulse purchase intentions. Meanwhile, informativeness has no significant effect on pleasure.
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 Ramadhani Abanan, Muchammad Zuhri Salsabilla, Fahrizka Sari, Feny Rahma Satrio Mulyo Purnomo Taufiq Ismail Varellino, Geraldus Edbert