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Nanang Suryadi
Brawijaya University, Malang, Indonesia
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Journal : Jurnal Manajemen Pemasaran dan Perilaku Konsumen

 1 
PENGARUH CITRA MEREK, PERCEIVED VALUE, DAN PENGALAMAN PELANGGAN TERHADAP LOYALITAS PENGGUNA IPHONE Pradida, Debbi Rangga; Suryadi, Nanang
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 1 No. 1 (2022)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (423.643 KB) | DOI: 10.21776/jmppk.2022.1.1.26

Abstract

The objective of this research is to identify the effects of brand image, perceived value, and customer experience on the loyalty of iPhone users in Malang city. This is an explanatory research because it explains causal relationships between variables through hypothesis testing. The sample was selected using non-probability sampling method and purposive sampling technique, resulting in 150 respondents. The data analysis includes descriptive analysis, classical assumption test, multiple linear regression, and hypothesis testing. This study finds that brand image, perceived value and customer experience positively and significantly influence the loyalty of iPhone users in Malang city. This study also finds that iPhone is a smartphone brand with technological superiority and that the values contained in iPhone meet the customers expectation prior to the purchase of the product. Furthermore, the product influences customer loyalty. The experience of using iPhone ensures that users will choose iPhone as their smartphones in the future. This means that the loyalty of iPhone users in Malang city is affected by brand image, perceived value, and customer experience.
PENGARUH STORE ATMOSPHERE TERHADAP IMPULSE BUYING DENGAN SHOPPING EMOTION SEBAGAI VARIABEL MEDIASI Wiranata, Axel; Suryadi, Nanang
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 1 No. 2 (2022)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/jmppk.2022.01.2.07

Abstract

The purpose of this research is to analyze the effect of store atmosphere on impulse buying with the mediation of shopping emotion. The population are visitors of minimarkets in Malang city, and the number of samples were calculated using the formula of Riduwan and Akdon, which is used to calculate the sample from an unknown number of populations. This study is categorized as explanatory research because it explains the position of variables being studied and the relationships between them. The data of this research was harvested from questionnaires distributed online to 97 respondents, who were selected using non-probability sampling method and purposive sampling technique with the criteria of people with the minimum age of seventeen years who have visited or made purchases in minimarkets in Malang city. The results of the Partial Least Squares analysis performed in SmartPLS 3.0 have led to findings that store atmosphere positively influences shopping emotion, that shopping emotion positively affects impulse buying, that store atmosphere does not positively influence impulse buying, and that shopping emotion mediates the effect of store atmosphere on impulse buying.
PENGARUH HARGA, CELEBRITY ENDORSER, DAN SOCIAL MEDIA MARKETING TERHADAP INTENTION TO BUY PRODUK THE BODY SHOP Soraya, Az’zahra Dinda; Suryadi, Nanang
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 1 No. 3 (2022)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/jmppk.2022.01.3.09

Abstract

Beauty products in the modern era have experienced rapid development, one of which is skin care and cosmetic products. The development of skincare and cosmetic products is currently surging drastically with the arrival of products from within the country and abroad. The number of product choices can affect consumer intentions to buy according to the needs needed. This study was conducted to determine the effect of price, celebrity endorser, and social media marketing on product purchase intentions. This type of research is explanatory research which explains the causal relationship between research variables through hypothesis testing. The sampling technique used is non-probability sampling and purposive sampling method. The sample size used is 160 respondents with the provision that they are domiciled in Malang City and aged 20 to 39 years. Data analysis using SPSS 16.0. Based on the results of testing the three hypotheses, it can be concluded that the price variable has a positive and significant effect on product purchase intentions, the celebrity endorser variable has a non-positive and insignificant effect. on product purchase intentions, and social media marketing variables have a positive and significant effect on product purchase intentions.
Pengaruh Perceived Value, brand trust, dan Café atmosphere terhadap Brand Loyalty Wibawanto, Rayhana Alesha Haidar; Suryadi, Nanang
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 2 No. 1 (2023)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/jmppk.2023.02.1.08

Abstract

The purpose of this research is to identify the effects of perceived value, brand trust, and café atmosphere on the loyalty of Starbucks’ customers in Malang City. This research is considered as an explanatory study since it explains the relationship between two or more phenomena. Using non-probability sampling method and purposive sampling technique, 150 people were selected as the respondents. The criteria of the sample are people with the minimum age of 18 years, people who have made at least two purchases in the last three months, and people who have visited the coffee shop at least once in the last three months. The instruments of this research were assessed using validity test, reliability test, and classical assumption test. The data was analyzed using multiple linear regression, and the hypotheses were tested using F test and t test. This study finds that perceived value, brand trust, and café atmosphere positively and significantly influence brand loyalty. The findings are expected to serve as empirical evidences to be used in future research and to help the company increase its perceived value, brand trust, and café atmosphere in order to enhance brand loyalty.   Abstrak Penelitian ini bertujuan untuk mengetahui pengaruh Perceived Value, brand trust, dan café atmosphere terhadap brand loyalty pada pelanggan Starbucks di Kota Malang. Jenis penelitian ini adalah explanatory research untuk menjelaskan hubungan dua ataupun lebih gejala atau fenomena. Penelitian ini menggunakan sampel sebanyak 150 responden. Pengambilan sampel menggunakan teknik non-probability sampling yaitu purposive sampling. Karakteristik sampel yang dipilih yaitu minimal 18 tahun, pernah melakukan pembelian minimal 2 kali dalam 3 bulan terakhir di Starbucks Coffee di Kota Malang serta pernah berkunjung langsung ke Starbucks di Kota Malang minimal 1 kali dalam 3 bulan terakhir. Alat uji yang digunakan untuk menguji instrumen penelitian ini berupa analisis regresi linier berganda yang ditunjang dengan uji validitas, uji reliabilitas, uji asumsi klasik. Uji hipotesis dilakukan menggunakan uji f dan uji t dengan menggunakan program SPSS 27. Hasil penelitian ini menunjukkan bahwa Perceived Value, brand trust, dan café atmosphere memiliki pengaruh positif dan signifikan terhadap brand loyalty. Hasil penelitian ini diharapkan dapat memberikan bukti empiris untuk penelitian selanjutnya dan membantu perusahaan dalam meningkatkan Perceived Value, brand trust, dan café atmosphere sehingga brand loyalty juga meningkat.
Analisis Strategi Pemasaran dalam Meningkatkan Volume Penjualan Rusydayanti, Fatinah; Suryadi, Nanang
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 2 No. 4 (2023)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/jmppk.2023.02.4.22

Abstract

The objectives of this research are to identify the marketing strategy PT Bumi Sarana Beton and the company’s strength, weakness, opportunity, and threat as well as to look for alternate strategies that can be applied by the company to increase its mortar product sales volume. This study uses descriptive research; which will only describe the state of the object or the problem and is not intended to draw conclusions that are generally accepted. Therefore, direct observations and interviews with related parties were conducted. The data processing using SWOT analysis have to several findings as follow. First, PT Bumi Sarana Beton applies STP marketing strategy, which consists of segmentation, targeting, and positioning, and the 7Ps of marketing mix. Then, the results of the SWOT analysis converted into the Cartesian diagram show that the company was in the first quadrant, suggesting the company to focus on S-O or aggressive strategy. Therefore, it is essential for the company to maintain the quality of its products, to improve its relationship with its employees and partners, and to use technology to expand its promotions. In other cases, S-T strategy should be applied if the company is in the second quadrant, W-O strategy should be applied if the company is in the third quadrant, and W-T strategy should be applied of the company is in the fourth quadrant.   Abstrak Penelitian ini bertujuan untuk mengetahui strategi pemasaran, identifikasi SWOT, dan mencari alternatif strategi pemasaran yang dilakukan oleh PT. Bumi Sarana Beton untuk meningkatkan volume penjualan produk mortarnya. Jenis penelitian ini adalah penelitian deskriptif yakni hanya akan melukiskan keadaan objek atau persoalannya dan tidak dimaksudkan untuk mengambil atau menarik kesimpulan yang berlaku umum. Pengambilan data dilakukan dengan observasi langsung pada PT. Bumi Sarana Beton dan dengan wawancara dengan pihak terkait. Metode analisa data dilakukan dengan menggunakan metode SWOT (Strength, Weakness, Opportunity, Threats). Dari hasil penelitian ini dapat disimpulkan bahwa PT. Bumi Sarana Beton dalam strategi pemasarannya telah menerapkan STP (segmentasi, targeting, positioning) dan 7P marketing mix, dan pada perhitungan analisis SWOT yang dituangkan pada diagram cartesius, perusahaan berada pada posisi kuadran I yang disarankan untuk fokus pada strategi agresif atau strategi S-O yakni dengan mempertahankan kualitas produk, mempererat hubungan dengan karyawan dan mitra, dan memanfaatkan teknologi untuk memperluas promosi. Namun, juga terdapat beberapa strategi alternatif yang bisa dilakukan ketika posisi perusahaan pada diagram curtsies tidak berada pada kuadran I, seperti strategi S-T pada kuadran II, strategi W-O pada kuadran III, dan strategi W-T pada kuadran IV.
Pengaruh Price, Store Atmosphere, Dan Service Quality Terhadap Revisit Intention Baistia, Salisa Dzikroh; Suryadi, Nanang
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 3 No. 1 (2024)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/jmppk.2024.03.1.20

Abstract

The objective of this research is to identify the effects of price, store atmosphere, and service quality on the revisit intention of Super Indo customers in Malang. This explanatory research elucidates the position of the examined variables as well as the relationships between them. Using non-probability sampling method and purposive sampling technique, 180 people with the minimum age of eighteen years who have visited Super Indo and made purchase there were selected as the respondents. The tool used for instrument test is multiple linear regression with the support of validity test, reliability test, and classical assumption test. The hypothesis testing was conducted using F test and t test in SPSS version 25. This study finds that price and service quality significantly influence revisit intention and that store atmosphere does not significantly affect revisit intention. These findings are expected to provide insights for next researchers and help Super Indo increase the intention of its customers to make repeat visits.   Abstrak Penelitian ini bertujuan untuk mengetahui pengaruh price, store atmosphere, dan service quality terhadap revisit intention pada pelanggan Super Indo di Malang. Jenis penelitian ini adalah explanatory research untuk menjelaskan kedudukan variabel-variabel yang diteliti serta hubungan variabel satu dengan lainya. Penelitian ini menggunakan sampel sebanyak 180 responden. Pengambilan sampel menggunakan teknik non-probability sampling yaitu purposive sampling. Karakteristik sampel yang dipilih yaitu minimal berusia 18 tahun dan responden pernah berkunjung dan melakukan pembelian di Super Indo di Malang. Alat uji yang digunakan untuk uji instrumen pada penelitian ini yaitu analisis regresi linier berganda yang ditunjang dengan uji validitas, uji reliabilitas, serta uji asumsi klasik. Uji hipotesis dilakukan dengan menggunakan uji F dan Uji t dengan menggunakan program SPSS versi 25. Hasil penelitian ini menunjukkan bahwa variabel price dan service quality memiliki pengaruh secara signifikan terhadap revisit intention. Sedangkan pada variabel store atmosphere tidak berpengaruh signifikan terhadap revisit intention. Hasil penelitian ini diharapkan dapat memberikan wawasan bagi peneliti selanjutnya dan membantu perusahaan Super Indo dalam meningkatkan revisit intention.
Co-Authors A.Pandu Wirawan Abdurrahman Hakim Ainur Rofiq Ainur Rofiq Ananda Sabil Hussein Andarwati Andarwati Andrian Wahyu Laksono Annisa Aulani Kusnadi Armanu Armanu Armanu Armanu Armanu Armanu Thoyib Armanu Thoyib Armanu, Armanu Baistia, Salisa Dzikroh Bhaskoro, Haryo Choirul Huda Choirun, Annisa’u Chyntia Putri Alifah Baskoro Dedy Dewi Harmila Sari Dimas Hendrawan Eka Bio, Muhammad Judhanto Fasieh, Muhammad Fajrul Islam Fatchur Rohman Febriandaru Kurniasih Fitriyana, Nurul Amalia Francisca Alfarah Gerardea Gaotami, Elsa Grimonia, Raissa Gulam B, Muhammad Irsyad Hakim, Abdurrahman Hakim, Abdurrahman Handojo, Rubi Hanif Mutiara Rohmah Hardiatno, Aris Haryo Bhaskoro Hidayat, Bambang Samsul Imam Santoso Inneke Olia Situmorang Islam F, Muhammad Fajrul Islam Fasieh, Muhammad Fajrul Kardina Yudha Parwati Kornelius Kelemur Kroon Kutut Prastyo Makhmut, Khalilah Daud Isaac Mangku Purnomo Margono Margono Margono Medina, Andri Miftahurrahmah, Aisyah Muhammad Aulia Luthvy Muhammad Fajrul Iskam Fasieh Muhammad Fajrul Islam F Muhammad Fajrul Islam Fasieh Muhammad Iqbal Muhammad Judhanto Eka Bio Muhammad Pringgo. P Muhammad Sahal Niazi, Hakam Ali Noermijati Noermijati Noermijati, Noermijati Nugraha, Krisna Wahyu Nur Khusniyah Indrawati Nuraini Desty Nurmasari Permadi, Fajar Pradida, Debbi Rangga Pranoto, Danu Eko Primi Puspita Ramadhania Priska Arindya Purnama Purnama, Elang Satriaputra Raditha Dwi Vata Hapsari Radityo Putro Handrito Rafisukmawan, Bayu Ramadhan, M. Agil Retno Fuji Oktaviani Rila Anggraeni Rila Anggraeni, Rila Rizka Zulfikar Robimadin, Cahya Nugeraha Rr Ayu Firdausiah Rusydayanti, Fatinah Ryan Bagus Wahyudhi Sarah Barqiah Siti Narsito Wulan Soraya, Az’zahra Dinda Sunaryo Taufiq Abdurrahman Valen Prasarry, Yudhita Wahyudi, Deby Yuliana Wahyudi, Yuda Putra Wibawanto, Rayhana Alesha Haidar Widya Eka Setiawan Wiranata, Axel Wu, Hung-Che Yuditha Valen Prasarry Zulfikar, Rizka