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Nugroho, Dian Ari
Faculty Of Economic And Business, Universitas Brawijaya, Indonesia
Arts Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Social Sciences Other

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PENGARUH BRAND IMAGE, PERCEIVED QUALITY DAN PERCEIVED PRICE PADA KEPUTUSAN PEMBELIAN PRODUK HYPEBEAST MEREK NIKE Islami, Muhammad Dendy Pradana; Nugroho, Dian Ari
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.2022.01.2.09

Abstract

This study aims to determine the effect of brand image, perceived quality, and perceived price on purchasing decisions for Nike brand hypebeast products in the group selling hypebeast goods on line applications. The effect to be proven is the influence of the independent variables individually on the dependent variable. This type of research is explanatory research to explain the relationship of two or more symptoms or phenomena. This study used a sample of 131 respondents obtained through the distribution of online questionnaires. Sampling using non-probability sampling technique and purposive sampling method with the characteristics of respondents who are members of the buying and selling group of hypebeast products in the online application and have a minimum transaction of IDR 2,000,000 and are over 17 years old. This research technique uses the IBM SPSS Statistics version 25 program. The results of this study indicate that perceived brand image affects purchasing decisions on Nike hypebeast products in the line app buying and selling group, and perceived quality affects purchasing decisions, while price perceptions affect buying interest.
PERCEIVED SECURITY TERHADAP CONTINUANCE INTENTION TO USE MELALUI PERCEIVED USEFULNESS PADA ZOOM Ghozihan, Nadyah Nur; Nugroho, Dian Ari
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 1 No. 4 (2022)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/jmppk.2022.01.4.04

Abstract

This study aims to determine the effect of perceived security on continuance intention to use through perceived usefulness in using the Zoom application in Malang. The influence studied is the direct and indirect effect of the variables. This study used a sample of 110 respondents with purposive sampling as a sampling technique. The sample criteria are active students of the University of Brawijaya undergraduate study program who are more than 18 years old and have used the Zoom application. The test equipment used is the research instrument test, sobel test, and path analysis. From the test results, it can be concluded that perceived security has a significant direct effect on perceived usefulness. Perceived security also has a significant direct effect on continuance intention to use. Perceived usefulness also has a significant direct effect on continuance intention to use. And the test results show that perceived security has an indirect effect on continuance intention to use which is mediated by perceived usefulness.
PENGARUH KUALITAS PELAYANAN TERHADAP LOYALITAS PELANGGAN DENGAN KEPUASAN PELANGGAN SEBAGAI MEDIATOR Rafi, Amanullah Rasyid; Nugroho, Dian Ari
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.2022.01.3.11

Abstract

This research aims to examine the effect of Service Quality on Customer Loyalty with Customer Satisfaction as the mediating variable. The type of research is descriptive research which is part of empirical research the data is in a numerical form. The research collected 118 respondents through online questionnaires. The research sample consists of respondents as young as 20 years old and respondents who have used ShopeeFood in the last one-year period. SEM-PLS and hypothesis testing were used to analysed the data assisted by SmartPLS and Sobel Test. From the results of four hypotheses testing, it can be concluded that Service Quality has a positive effect on Customer Satisfaction. Service Quality has significant effect on Customer Loyalty. Furthermore, Customer Satisfaction has a positive effect on Customer Loyalty and can mediate the relationship between Service Quality and Customer Loyalty.
Pengaruh Customer Satisfaction, Brand Preference, dan Perceived Brand Benefits terhadap Reuse Intentions Platform Digital Payment Fitri, Bratandari Nabilah; Nugroho, Dian Ari
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.2023.02.1.12

Abstract

The purpose of this study is to examine customer satisfaction, brand preference, and perceived benefits in relation to reuse intention in the case of DANA, a digital wallet platform. The research population is Gen Z living in Surabaya and Malang City who use DANA. Using purposive sampling technique, 150 people with the minimum age of seventeen years who live in either city and have used the platform more than once were selected as the respondents. The data was harvested from Google Forms questionnaires and was analyzed using validity, reliability, and classical assumption tests. The hypotheses were assessed using t test and F test, performed in SPSS Statistics 25. This study finds that customer satisfaction, brand preference, and perceived brand benefits positively and significantly affect the intention of people living in Surabaya and Malang City to reuse the service of DANA digital wallet. The results of this research are expected to provide empirical evidences for subsequent research and help the company to increase the satisfaction of its customers, to enhance its brand preference, and to upgrade benefits for their customers’ reusage.   Abstrak Penelitian ini bertujuan untuk meneliti customer satisfaction, brand preference, dan perceived brand benefits terhadap reuse intentions pada dompet digital DANA. Populasi yang digunakan dalam penelitian ini adalah Gen Z di Kota Surabaya dan Kota Malang yang menggunakan dompet digital DANA. Penelitian ini menggunakan data primer dan sekunder serta menggunakan teknik purposive sampling karakteristik sampel yang dipilih yaitu, minimal berusia 17 tahun, domisili di Kota Surabaya dan Kota Malang, dan pernah menggunakan DANA lebih dari satu kali. Jumlah sampel yang terkumpul sebanyak 150 responden dengan menyebarkan kuesioner menggunakan Google Form. Teknik analisis data menggunakan uji validas, uji reliabilitas, uji asumsi klasik dan uji hipotesis dilakukan dengan menggunakan uji t dan uji f dengan menggunakan program SPSS Statistics 25. Hasil penelitian menunjukkan bahwa customer satisfaction, brand preference, dan perceived brand benefits berpengaruh positif dan signifikan terhadap reuse intentions pada layanan dompet digital DANA di Kota Surabaya dan Kota Malang. Penelitian ini diharapkan dapat memberikan dalam mengembangkan kepuasan konsumen, preferensi merek, dan manfaat dalam penggunaan kembali.
Pengaruh Social Media Marketing Terhadap Consumer Continuation Intention Layanan Subscription Video-On-Demand Dengan Pendekatan Uses & Gratifications Theory Putri, Elza Kurnia Wulandari; Nugroho, Dian Ari
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 2 No. 2 (2023)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/jmppk.2023.02.2.08

Abstract

The objective of this research is to identify the effects of social media marketing with the approach of Uses & Gratification theory on customer’s intention to continue subscribing Disney+ Hotstar. This quantitative research seeks any relationship and explain the causes for changes in measured social facts. Using non-probability sampling method, 150 people were selected as the respondents. The tools used to assess the instruments of this research are multiple linear regression supported by validity test, reliability test, and classical assumption test. The hypotheses were assessed using t-test and F test in SPSS 26. This study finds that convenient navigability significantly influences customer’s continuation intention, that binge watching significantly affects the continuation intention, and that social interaction significantly affects the intention. Furthermore, companionship considerably influences the continuation intention, while entertainment, relaxation, voyeurism, and information seeking have no significant effect on the said intention.    Abstrak Penelitian ini bertujuan untuk mengetahui pengaruh Social Media Marketing dengan pendekatan Uses & Gratifications Theory terhadap Consumer Continuation Intention pada layanan SVOD Disney+ Hotstar. Jenis penelitian ini adalah penelitian kuantitatif yang bertujuan mencari hubungan dan menjelaskan sebab-sebab perubahan dalam fakta sosial yang terukur. Penelitian ini menggunakan sampel sebanyak 150 responden yang diambil menggunakan teknik non-probability sampling. 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 t dan uji F dengan menggunakan program SPSS 26. Dari hasil penelitian diperoleh kesimpulan bahwa terdapat yaitu Convenient Navigability memiliki pengaruh secara signifikan terhadap Continuation Intention konsumen. Binge Watching memiliki pengaruh secara signifikan terhadap Continuation Intention konsumen. Social Interaction memiliki pengaruh secara signifikan terhadap Continuation Intention konsumen. Companionship memiliki pengaruh secara signifikan terhadap Continuation Intention konsumen terhadap layanan Disney+ Hotstar. Sedangkan entertainment, relaxation, Voyeurism, dan information seeking, tidak memiliki pengaruh yang signifikan terhadap Continuation Intention konsumen.
Faktor-Faktor Yang Memengaruhi Willingness to Subscribe Pada Layanan Subscription Video on Demand Herita, Tasya Dwi; Nugroho, Dian Ari
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 2 No. 3 (2023)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/jmppk.2022.02.3.11

Abstract

The objective of this study is to identify the effects of content marketing, perceived price, electronic word-of-mouth, and brand image on the willingness of Vidio users in the Special Capital Region of Jakarta to subscribe the application’s video-on-demand service. The sample of this quantitative explanatory research was selected using non-probability sampling method and purposive sampling technique. Using the criteria of people with the minimum age of eighteen years who live in the special region and who are subscribing or have subscribed services provided by Vidio within the last one year, 150 people were selected as the respondents. This research uses validity testing, reliability testing, and classical assumption testing performed in the Statistical Package for the Social Sciences (SPSS) version 29. The hypotheses were tested using F test and t-test. This study finds that the independent variables, i.e., content marketing, perceived price, and brand image significantly influence the willingness of Vidio users to subscribe its services.   Abstrak Penelitian ini bertujuan untuk mengetahui pengaruh Conten Marketing, Perceived Price, Electronic Word of Mouth, dan Brand Image terhadap Willingness to Subscribe pada layanan Subscription Video on Demand (studi pada pengguna Vidio di DKI Jakarta). Jenis penelitian ini adalah explanatory research dengan metode kuantitatif. Penelitian ini menggunakan sampel sebanyak 150 responden. Pengambilan sampel menggunakan teknik non probability sampling dengan metode purposive sampling. Kriteria responden yang dibutuhkan dalam penelitian ini adalah berusia minimal 18 tahun, sedang dan/atau pernah membeli paket berlangganan pada aplikasi Vidio dalam kurung waktu 1 tahun terakhir, dan berdomisili di DKI Jakarta. Penelitian ini menggunakan program Statistical Package for the Social Sciences (SPSS) versi 29 untuk melakukan uji validitas, uji reliabilitas, dan uji asumsi klasik.  Uji hipotesis dilakukan menggunakan uji t dan uji F. Dari hasil penelitian dapat disimpulkan bahwa terdapat tiga variabel dependen yaitu Content Marketing, Perceived Price, dan Brand Image yang masing-masing memiliki pengaruh secara signifikan terhadap Willingness to Subscribe pengguna terhadap layanan Vidio.
Pengaruh Live Streaming, Flash Sale, Dan Hedonic Shopping Motivation Terhadap Impulsive Buying Ramadhani, Laili Nur; Nugroho, Dian Ari
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.2024.03.1.21

Abstract

The objective of this research is to identify the effects of live streaming, flash sale, and hedonic shopping motivation on the impulsive buying behavior of TikTok users in Surabaya. The samples of this quantitative explanatory research were selected using non probability sampling method and purposive sampling technique. With the criteria of people within the age range of 18 to 24 years who live in Surabaya and have made any purchase through TikTok Shop, 200 of them were selected as the respondents. The Statistical Package for Social Sciences (SPSS) version 25 was used to conduct validity, reliability, and classical assumption tests. The results of the hypothesis testing using F test and t-test have led to findings that the three independent variables, i.e., live stream, flash sale, and hedonic shopping motivation, have significant effects on impulsive buying among TikTok Shop service users.   Abstrak Penelitian ini bertujuan untuk mengetahui pengaruh live streaming, flash sale, dan hedonic shopping motivation terhadap impulsive buying (studi pada pengguna aplikasi tiktok di Kota Surabaya). Jenis penelitian in adalah explanatory research dengan metode kuantitatif. Penelitian ini menggunakan sampel sebanyak 200 responden. Pengambilan sampel menggunakan teknik non probability sampling dengan metode purposive sampling. Kriteria responden yang dibutuhkan dalam penelitian ini dengan rentang usia 18-24 tahun, pernah melakukan pembelian pada Tiktok Shop, dan berdomisili di Surabaya. Penelitian ini menggunakan program Statistical Package for the Social Sciences (SPSS) versi 25 untuk melakukan uji validitas, uji reliabilitas, dan uji asumsi klasik. Uji hipotesis dilakukan menggunakan uji F dan uji t. Dari hasil penelitian dapat disimpulkan bahwa terdapat tiga variabel dependen yaitu live streaming, flash sale, dan hedonic shopping motivation yang masing-masing memiliki pengaruh secara signifikan terhadap impulsive buying pengguna layanan Tiktok Shop
Pengaruh Product Attribute, Lifestyle dan Preceived Value Terhadap Purchase Intention Mahmudah, Putri Nur; Nugroho, Dian Ari
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.2023.02.4.20

Abstract

The objective of this research is to analyze the effects of product attributes that emphasize environmentally-friendly image, consumer’s lifestyle of health caring and environmentally aware, and perceived value on the intention to purchase Paseo tissue products. The population of this research is all Paseo tissue consumers in Malang city, from which 160 were selected as the respondents through the use of non-probability sampling method and purposive sampling technique. The data was harvested from online questionnaires and analyzed using multiple linear regression in SPSS. This study finds that product attributes (i.e.,brand, packaging, label, assurance, and service) significantly affect people’s intention to purchase the product. Among the attributes, brand has the strongest influence. Then, perceived values also significantly affect the purchase intention, with functional value and perception about the product being the most important factors for the purchase intention. Furthermore, although consumer’s lifestyle of caring about the environment does not significantly influence the purchase intention, most respondents display an environmentally-aware lifestyle. This research provides an important views for Paseo company in developing marketing strategies that emphasize appealing brand attributes and the product’s functional value.    Abstrak Penelitian ini bertujuan untuk menganalisis pengaruh product attribute yang menonjolkan kesan ramah lingkungan, lifestyle konsumen yang peduli terhadap kesehatan dan lingkungan serta perceived value terhadap Purchase Intention produk tisu Paseo. Populasi penelitian seluruh konsumen tisu Paseo di Kota Malang, dengan sampel sebanyak 160 responden yang dipilih dengan non-probability sampling dengan teknik purposive sampling. Data dikumpulkan melalui kuesioner online dan dianalisis menggunakan regresi linier berganda dengan bantuan SPSS. Hasil penelitian menunjukkan bahwa product attribute memiliki pengaruh signifikan terhadap niat pembelian produk tisu Paseo. Di antara atribut tersebut, merek memiliki pengaruh yang paling kuat. Selain itu, perceived value (nilai emosional, nilai sosial, nilai fungsional, dan nilai uang yang dikeluarkan) juga berpengaruh signifikan dengan nilai fungsional dalam persepsi produk Paseo menjadi faktor paling penting yang mendorong niat pembelian. Meskipun lifestyle konsumen yang peduli terhadap lingkungan tidak berpengaruh secara signifikan terhadap niat pembelian, mayoritas responden menunjukkan gaya hidup yang peduli terhadap lingkungan. Penelitian ini memberikan wawasan penting bagi perusahaan tisu Paseo dalam mengembangkan strategi pemasaran yang menekankan atribut merek yang menarik serta nilai fungsional produk. 
Pengaruh Kualitas Produk, Persepsi Harga, Dan Gaya Hidup Terhadap Keputusan Pembelian Putra, Fajar Cahyana; Nugroho, Dian Ari
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 3 No. 2 (2024)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/jmppk.2024.03.2.15

Abstract

The objective of this research is to identify the effects of product quality, perceived price, and lifestyle on people’s decision to purchase hiking backpack products from Eiger Store in Malang City. Using accidental sampling, 110 people were selected as the respondents of this quantitative explanatory research. This research uses Likert scale and incorporates secondary and primary data. The results of the descriptive analysis indicate that the price offered by Eiger is very affordable and that Eiger Store of Malang City is a company that sells quality products with many variants, which style follows the newest trend. This research will discuss the effects of product quality, perceived price, and lifestyle on purchase decision.   Abstrak Penelitian ini bertujuan untuk Mengetahui pengaruh kualitas produk, persepsi harga, gaya hidup terhadap keputusan pembelian produk tas pendaki gunung di Eiger store Kota Malang. Jenis penelitian ini adalah penelitian explanatory research dengan pendekatan kuantitatif. Penelitian ini menggunakan sampel sebanyak 110 responden. Pengambilan sampel menggunakan teknik metode accidental sampling. Skala yang digunakan penelitian ini adalah skala likert. Sumber data yang digunakan penelitian ini adalah data primer dan data sekunder. Harga yang diberikan eiger sendiri sangat terjangkau berdasarkan analisis deskriptif. Hasil penelitian menunjukkan bahwa eiger store kota malang merupakan perusahaan yang menjual barang-barang berkualitas dengan banyak variasi produk yang mengikuti trend berdasarkan analisis deskriptif. Pada skripsi ini akan membahas Pengaruh kualitas produk, Persepsi harga, Gaya hidup terhadap keputusan pembelian.  
Pengaruh Product, Price, Place, Promotion Terhadap Keputusan Pembelian Gracia, Timothy; Nugroho, Dian Ari
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 3 No. 3 (2024)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/jmppk.2024.03.3.23

Abstract

This research aims to assess the effect of marketing mix which, in this case, consists of product, price, place, and promotion on the decision to purchase Cold Press Juice at Green Gram Juicery. The data of this quantitative research was harvested from questionnaires distributed to the product’s consumers. This study finds that marketing mix positively and significantly influences the consumers’ purchase decision. This finding indicates that a good and effective marketing strategy needs to consider the aforementioned factors in order to increase customer satisfaction and expand the company’s market share. Companies must place their focus on product quality improvement, fair price setting, customer’s access to the products, and effective promotional strategy development. In this research, the four variables of the marketing mix are crucial in shaping consumer’s purchase decision. In order to upgrade marketing strategy effectiveness, companies need to understand the preference and the need of their customers. further studies are required to deepen the understanding about the relationship between marketing mix variables and consumer’s purchase decision and to identify the best marketing strategies for different market segments. Therefore, this research has provided a considerable contribution to science in marketing and valuable insights for companies in their effort of developing effective marketing strategies to elevate consumer’s purchase decision and satisfaction.   Abstrak Penelitian ini bertujuan untuk menguji pengaruh Marketing Mix yang terdiri dari variabel Product, Price, Place, dan Promotion terhadap Keputusan Pembelian Cold-Pressed Juice pada Green Gram Juicery. Metode penelitian yang digunakan adalah analisis kuantitatif dengan pengumpulan data melalui kuesioner yang disebar kepada konsumen. Hasil penelitian menunjukkan bahwa variabel Marketing Mix berpengaruh positif dan signifikan terhadap Keputusan Pembelian Konsumen. Temuan ini menunjukkan bahwa strategi pemasaran yang baik dan efektif perlu mempertimbangkan faktor-faktor tersebut untuk meningkatkan kepuasan pelanggan dan pangsa pasar perusahaan. Perusahaan harus menempatkan fokus pada meningkatkan kualitas produk, menetapkan harga yang wajar, membuat produk mudah diakses oleh pelanggan, dan mengembangkan strategi promosi yang efektif. Dalam hal ini, keempat variabel Marketing Mix berperan penting dalam membentuk keputusan Pembelian Konsumen. Dalam rangka meningkatkan efektivitas strategi pemasaran, perusahaan perlu memahami preferensi dan kebutuhan pelanggan mereka. Studi lebih lanjut diperlukan untuk memperdalam pemahaman tentang hubungan antara variable. Marketing Mix dan Keputusan Pembelian Konsumen dan untuk mengidentifikasi strategi pemasaran terbaik untuk segmen pasar yang berbeda. Oleh karena itu, penelitian ini memberikan kontribusi penting dalam bidang pemasaran dan memberikan wawasan berharga bagi perusahaan dalam mengembangkan strategi pemasaran yang efektif untuk meningkatkan Keputusan Pembelian Konsumen dan kepuasan pelanggan.
Co-Authors Aditomo, Setiawan Alya Yanuar Putri Atikah Nur Aini Putri Basmalasari, Rizky Mulia Dewanti, Hastin Ayu Dimas Hendrawan Fathullah, Muhammad Falih Febrianti, Felisha Fitri, Bratandari Nabilah Fitriana, Siti Afin Nur Gabriel, Gregorius Vichito Ghozihan, Nadyah Nur Gracia, Timothy Hastin Ayu Dewanti Herita, Tasya Dwi Islami, Gogon Islami, Muhammad Dendy Pradana Kamilah, Muthi'ah Kumala, Annisa Galuh Ratna Lia Rachmawati M. Firman Perdana Mahmudah, Putri Nur Mugiono Muslimah, Tsaniatu Nahdiah Hilmi Nur Fatin Oktasari Putri, Reri Rahmi Perdana, M. Firman Putra, Fajar Cahyana Putri, Elza Kurnia Wulandari Rafi, Amanullah Rasyid Ramadhani, Laili Nur Raras Kirana Wandira Ray, Muhammad Agung Reri Rahmi Oktasari Putri Salsabila, Unik Hanifah Septyaningtyas, Rizmalia Nanda Setiani, Okki Arnelia Setiawan Aditomo Syafitri, Reri Wandira, Raras Kirana