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INDONESIA
JURNAL SAINS PEMASARAN INDONESIA
Published by Universitas Diponegoro
ISSN : -     EISSN : -     DOI : -
Core Subject : Education,
Education
Arjuna Subject : -
Articles 5 Documents
 1 
Search results for , issue "Vol 20, No 3 (2021): Desember" : 5 Documents clear
Keterkaitan Citra Merek, Harga dan Kualitas Produk Terhadap Keputusan Pembelian Tinjauan Sistematis Literature Review Sander, Dapit Alex; Chan, Arianis; Muhyi, Herwan Abdul
Jurnal Sains Pemasaran Indonesia (Indonesian Journal of Marketing Science) Vol 20, No 3 (2021): Desember
Publisher : Master of Management Diponegoro University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14710/jspi.v20i3.241-257

Abstract

Much research on purchasing decisions refers to price, product quality and brand image. This study aims to complement previous research. Research that has explored the relationship of brand image, price and product quality to purchasing decisions. The purpose of this study was to determine the operationalization of the influence of brand image, price, and product quality. This study will describe the interrelationships between variables in purchasing decisions in the context of marketing science. This study uses a systematic review process, namely an in-depth literature review of the results of 23 articles based on certain keywords and limitations. Based on the review produced a model that describes the influence of brand image, price and product quality on purchasing decisions. It is expected to be a reference and adoption of an approach to marketing activities. Future research is suggested to have more than one database and use more sources of research articles published over 10-20 years. It is hoped that future research with broad observations and results on how science continues to develop.
Creating Promotional Mix and Improving Physical Evidence to Attract Potential Customers of Suci Shoelab Bagaskara, Masyhuril Amri; Lupiyoadi, Rambat
Jurnal Sains Pemasaran Indonesia (Indonesian Journal of Marketing Science) Vol 20, No 3 (2021): Desember
Publisher : Master of Management Diponegoro University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14710/jspi.v20i3.180-184

Abstract

The increasing number of MSMEs in Indonesia creates even more competition among businesses, especially during the COVID-19 pandemic. This difficult situation causes a decline in revenue and forces MSMEs in Indonesia to find strategies to survive. This study aims at helping an MSME in the shoe laundry industry called Suci Shoelab. This study employs qualitative and business coaching methods. The data were collected through interviews with the MSME owners and the employees as well as questionnaires given to customers. Several analytical methods, namely Business Model Canvas (BMC), Porter's Five Forces analysis, PESTEL analysis, Service Marketing Mix, SWOT analysis, TOWS analysis, Gap analysis, and Pareto Analysis, were used to identify the problems and generate solutions. The findings revealed that the MSME had not promoted its products consistently and the location of Suci Shoelab was unknown to many potential customers. The MSME improved the promotional activity and placed signage to enhance its physical evidence to address this issue. Sales promotions and digital/internet marketing were also used for the promotional mix, and discount prices and drop stations were applied as promotional programs. For increasing its physical evidence, the MSME placed signage at the store to attract potential customers. After the solutions were applied, the sales of the MSME increase.
Marketing Efficiency of The “Emping melinjo” in Farmer Women Groups in Batang Region, Central Java Kusnaman, Djeimy; Sunendar, Sunendar; Sukmaya, Syahrul Ganda
Jurnal Sains Pemasaran Indonesia (Indonesian Journal of Marketing Science) Vol 20, No 3 (2021): Desember
Publisher : Master of Management Diponegoro University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14710/jspi.v20i3.185-195

Abstract

This study aims to examine the marketing efficiency of processed melinjo in women's farmer groups with data collected in Batang Regency, Central Java. Emping melinjo has contributed to providing additional work for mothers as a side business. The method used in this research is a survey of KWT Tani Rejo. Melinjo emping producer data was collected by purposive (deliberate) and traders' samples were done by snowball sampling and respondents were taken by census on all members of KWT Tani Rejo. The data obtained were analyzed descriptively and calculated using margin analysis and farmer share. The results show that the first channel of emping melinjo marketing is the most efficient than the second and third channels. Producers accept higher prices and do not bear marketing costs, because they sell directly to consumers. Meanwhile, marketing efficiency on channels 2 and 3 is greater than 30%. Margins on channels 2 and 3 reached 40% and 16% respectively. Marketing actors include producers, collectors, wholesalers, agents, and retailers. The involvement of women in this business group is due to limited costs and access to market information.
Pengaruh E-Service Quality dan Brand Image Terhadap Continuance Usage Intention Platform DANA Dompet Digital oleh Generasi Y dan Z Ayuni, Ayuni; Amanda, Siti Nabillah Suci; Yusuf, Abdul
Jurnal Sains Pemasaran Indonesia (Indonesian Journal of Marketing Science) Vol 20, No 3 (2021): Desember
Publisher : Master of Management Diponegoro University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14710/jspi.v20i3.196-211

Abstract

The purpose of this study is to test whether E-Service Quality and Brand Image affect the Continuance Usage Intention of the DANA Dompet Digital Indonesia Platform. This study uses quantitative research, the population of this study is the users of DANA Dompet Digital Indonesia. The research data was collected through a questionnaire with a sample of 100 respondents consist of 73 women and 27 men respondents using non-probability sampling (purposive sampling) is a sampling technique based on certain considerations that are considered to represent, a population with the categories of generations Y and Z in the age range of 17-40 years and majority respondents are university students. Data were analyzed using SPSS 25 and SmartPLS 3.0. The results showed that E-Service Quality had a significant effect on the Continuance Usage Intention of the DANA Dompet Digital platform and Brand Image had a significant effect on the Continuance Usage Intention of DANA Dompet Digital.
Redefining Transformation Drivers in SMEs toward Business Performance with Covid-19 Situation in Indonesia Primadana, Ligasyah Arnanda; Ramdani, Muhammad Abdilah; Sahara, Shifa Hustima; Aprianingsih, Atik
Jurnal Sains Pemasaran Indonesia (Indonesian Journal of Marketing Science) Vol 20, No 3 (2021): Desember
Publisher : Master of Management Diponegoro University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14710/jspi.v20i3.212-240

Abstract

The purpose of this study is to understand transformation drives using past research as the basis of argument on every variable with business performance as the measurement standard. The research using deep searching of journal databases, the output is conducting a conceptual framework. The transformation drivers in our conceptual framework have six factors namely organization, technology, consumer behavior, financial, external support, and network with the measure of success of that transformation drives using business performance. The result is that the past research supports all the purposes of points in the variable that can positively contribute to business performance.

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