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INDONESIA
JURNAL SAINS PEMASARAN INDONESIA
Published by Universitas Diponegoro
ISSN : -     EISSN : -     DOI : -
Core Subject : Education,
Education
Arjuna Subject : -
Articles 6 Documents
 1 
Search results for , issue "Vol 20, No 2 (2021): September" : 6 Documents clear
Meta Analysis of Consumer Behavior Changes During The Covid-19 Pandemic Research Candrawati, Krisnita; Nuvriasari, Audita
Jurnal Sains Pemasaran Indonesia (Indonesian Journal of Marketing Science) Vol 20, No 2 (2021): September
Publisher : Master of Management Diponegoro University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14710/jspi.v20i2.152-162

Abstract

The aim of this study is (1) to analyse the development of consumer behaviour research during the Covid-19 pandemic (2) to identify theoretical and empirical contributions from the results of research on consumer behaviour during the Covid-19 pandemic. Co word analysis with VOS Viewer used to answer the first research objective, and quantitative analysis was used to answer the second research objective. The results show that the development of consumer behaviour research during the Covid-19 pandemic is mostly related to the exploration of changes in the types of needs, types of products and priorities of consumer needs during the Covid-19 pandemic. On the other hand, research that needs to be developed is changing online consumer purchasing decisions; Consumer buying behaviour is related to psychological factors, product choice (mainly fresh food ingredients and staple foods), Consistency in purchasing; consistency of changes in consumer habits; awareness and consideration of consumer risk and consumer behaviour during a pandemic. Fundamental theories used in this research include theory of Fear Appeal, Maslow, TAM and TPB. The results showed that there was a model development through the S-O-R computational decision tree ensemble model with Bagging.
Systematic Literature Review: Peran Media Sosial Instagram Terhadap Perkembangan Digital Marketing Watajdid, Nurul Islah; Lathifah, Ari; Andini, Dewi Syifa; Fitroh, Fitroh
Jurnal Sains Pemasaran Indonesia (Indonesian Journal of Marketing Science) Vol 20, No 2 (2021): September
Publisher : Master of Management Diponegoro University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14710/jspi.v20i2.163-179

Abstract

Masalah utama dalam komunikasi pemasaran adalah saluran komunikasi yang dapat digunakan dalam program pemasaran. Tujuan penelitian ini adalah untuk menjawab pertanyaan tentang bagaimana peran media sosial Instagram terhadap perkembangan pemasaran digital. Penelitian ini menerapkan metode Systematic Literature Review. Berdasarkan hasil tinjauan literatur sistematis, Peneliti menemukan 136 artikel Scopus dalam pencarian menggunakan Publish or Perish dan bantuan aplikasi lain seperti Zotero, Mendeley, VOSViewer, dan Microsoft Excel yang kemudian disaring menjadi 55 artikel terpilih untuk dianalisis secara deskriptif. Temuan menunjukkan bahwa media sosial Instagram telah berkontribusi terhadap perkembangan pemasaran digital. Media sosial Instagram telah berperan menjadi media komunikasi pemasaran, meningkatkan kesadaran merek (brand awareness) mempengaruhi keterlibatan dan tingkah laku konsumen, dan menghasilkan data yang mendukung strategi pemasaran.
Analisis Faktor Yang Mempengaruhi Pengambilan Keputusan Konsumen Pada Pembelian Pangan Fungsional Bayi Ekawati, Diah Asih; Anestasia, Jill; Rejeki, Mutiara Putri; Tamim, Yudya Ayu Triasty
Jurnal Sains Pemasaran Indonesia (Indonesian Journal of Marketing Science) Vol 20, No 2 (2021): September
Publisher : Master of Management Diponegoro University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14710/jspi.v20i2.88-101

Abstract

Penelitian ini menganalisa proses pengambilan keputusan konsumen pada pangan fungsional bayi. Faktor yang mempengaruhi pengambilan keputusan konsumen pada pembelian pangan fungsional bayi adalah 1) Persepsi mengenai keamanan dan kesehatan 2) Informasi label kemasan 3) Atribut makanan bayi terutama rasa dan bentuk 4) Pengaruh sosial. Penelitian ini digali dengan menggunakan kerangka Everyday Personal Experience, Attitude and Belief, Social Constructs and Influences, Brand Image dan Benefit Negotiation. Pada penelitian sebelumnya, telah banyak penelitian mengenai pola perilaku terhadap pangan fungsional untuk dewasa (adult functional food), namun tidak banyak research yang menginvestigasi pangan fungsional bayi (functional baby food). Pangan fungsional (functional food) adalah makanan dan bahan panganan yang memberikan fungsi tersendiri terhadap orang yang mengkonsumsinya. Contoh dari pangan fungsional adalah seperti yogurt yang memiliki kandungan bakteri yang baik bagi tubuh ataupun kandungan lain. Penelitian ini dilakukan secara kualitatif melalui wawancara mendalam dan melibatkan 10 narasumber yang merupakan ibu yang memiliki anak berusia 6 - 24 bulan. Hasil riset ini diharapkan dapat mempelajari perilaku konsumen sehingga dapat memberikan atau mengaplikasikan arahan untuk strategi pemasaran yang tepat dan cocok digunakan untuk pangan fungsional bayi. 
Analysis Digital Customer Satisfaction in Online Purchase Rezeki, Sry; Muliauwan, Shelly Christiana
Jurnal Sains Pemasaran Indonesia (Indonesian Journal of Marketing Science) Vol 20, No 2 (2021): September
Publisher : Master of Management Diponegoro University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14710/jspi.v20i2.102-109

Abstract

In this digital era, everything has switched to an online system, starting from shopping, vehicles, ordering food, everything can be done online, everything can be obtained easily, just install an application to support online activities, we can meet all our needs, with the sophistication of technology, of course it makes it easier for us at all times. We can take activities for example when we buy clothes online, it certainly makes it easier for us from going to the market or mall to get clothes, now we just have to sit at home, open the application and clothes or orders will arrive directly at the door This study was conducted to test the level of customer satisfaction in making online purchases where the researchers made direct observations by monitoring the ratings given by customers on the online shopping site that is widely used by the public, namely Shoppe. The research method used is a qualitative descriptive method in which data is obtained directly through interviews with shopee users and observing assessments given by customers in the shopee application. The results obtained from this study are that many people feel satisfied after shopping online because they consider online shopping can save time, effort and get cheaper prices than traditional markets.
The Effect of Product Innovation, Value Co-Creation on Marketing Performance of a SMEs in Covid-19 Pandemic Era Rahmawati, Fauziyah; Novani, Santi
Jurnal Sains Pemasaran Indonesia (Indonesian Journal of Marketing Science) Vol 20, No 2 (2021): September
Publisher : Master of Management Diponegoro University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14710/jspi.v20i2.110-124

Abstract

This study aims to analyze product innovation and value co-creation on marketing performance in this pandemic covid-19. SMEs of food and beverage used as a sample. Sampling was done using a purposive sampling technique. Data were collected using a self-administered questionnaire. This study uses 34 data from MSMEs in the food and beverage sector affected by COVID-19. Partial Least Square (PLS) on Structural Equation Modeling (SEM) was chosen as the research method in this study. The results show that value co-creation have a significant effect on marketing performance. Product innovation negatively and not significant effects on marketing performance, and value co-creation significantly affect product innovation. The novelty in this study is a phenomenon that occurs; that is when the Covid-19 pandemic spreads in Indonesia. This study's limitation is needed to add other variables beyond the variables already in the model. This study only focused on SMEs for the food and beverage sector
Analisis Loyalitas Pelanggan Terkait Kualitas, Harga dan Desain Produk serta Kepuasan Pelanggan Sebagai Variabel Intervening (Studi Pada Pengguna Kosmetik Brand Wardah) Damayanti, Andi Ema; Manggabarani, Alfatih Sikki; Pusporini, Pusporini
Jurnal Sains Pemasaran Indonesia (Indonesian Journal of Marketing Science) Vol 20, No 2 (2021): September
Publisher : Master of Management Diponegoro University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14710/jspi.v20i2.125-151

Abstract

This research is driven by efforts aimed at consumer needs with the hope that consumers are satisfied and will make repeat purchases. This research aims to determine theeinfluenceeof quality,ppriceaand product design directly or indirectly on customer loyalty through customer satisfaction as an intervening variable in purchasing cosmetics Wardah Research, this study uses 100 Wardah consumers as a sample. Sample selection using purposive sampling technique. Hypothesis testing using path analysis and bootstrap calculations as well as direct and indirect testing using structural modeling (SEM). The test results show that customer loyalty is not directly affected by product quality and price. While the design variables and customer satisfaction have a significant direct influence on customer loyalty. Then there is an indirectieffect between quality,ppriceaandpproduct design onccustomer loyalty through customer satisfaction.

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