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INDONESIA
JURNAL SAINS PEMASARAN INDONESIA
Published by Universitas Diponegoro
ISSN : -     EISSN : -     DOI : -
Core Subject : Education,
Education
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Articles 6 Documents
 1 
Search results for , issue "Vol 21, No 1 (2022): Mei" : 6 Documents clear
Pengaruh Digital Guerilla Marketing Terhadap Brand Awareness By.U (Survei terhadap Followers Instagram @Byu.Id) Lika Pitaloka; Tetty Herawaty; Arianis Chan
Jurnal Sains Pemasaran Indonesia (Indonesian Journal of Marketing Science) Vol 21, No 1 (2022): Mei
Publisher : Master of Management Diponegoro University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14710/jspi.v21i1.47-62

Abstract

To increase and spread awareness in the marketing process there are various things that can be done one of them by using a guerrilla marketing approach through digital media or commonly known as digital guerilla marketing to spread awareness and increase engagement on social media. This research aims to find out the influence of digital guerilla marketing on brand awareness on #SultanMahbyUbas campaigns on Instagram followers @byu.id. The research method used is verifiable descriptive analysis with survey design. The population of the study is Instagram by followers. You by criteria have seen or known information about the campaign by. U with the theme '#SultanMahbyUbas' conducted by by.U. This survey was conducted to 100 respondents using  non probability sampling using purposive sampling. The results of this study state that there is a positive and significant influence of digital guerilla marketing on brand awareness.
Konsistensi Identitas Citra Merek Produk Vespa di Mata Pengguna Bunga Calystasia; Rahmawan Dwi Prasetya; Endro Tri Susanto
Jurnal Sains Pemasaran Indonesia (Indonesian Journal of Marketing Science) Vol 21, No 1 (2022): Mei
Publisher : Master of Management Diponegoro University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14710/jspi.v21i1.30-46

Abstract

Brand identity is an important aspect of a product. The identity of a product is able to give a distinct impression that sticks in the memory of consumers. This makes it easier for consumers to recognize a brand with other similar brands. These characteristics then reflect the value of the brand image itself. This study aims to identify the consistency of the Vespa scooter design character and analyze the identity formation of the Vespa scooter on the Vespa product brand image that has been formed. The method used is a qualitative method with a case study approach conducted by interview, questionnaire, and literature study. In this study, data were obtained and analyzed in detail for each character attribute of the Vespa scooter design from year to year. The results of the study prove that Vespa scooters have consistent design character attributes from year to year. The Vespa scooter itself always maintains the main frame with almost the same shape. The consistent shape of the main frame has become the identity of the Vespa scooter because it has been maintained until now.
Persepsi Konsumen dan Strategi Pemasaran dalam Pengembangan Agroindustri Tiwul Instan Produksi KWT Kenanga Ponorogo Agnes Ayu Rahmawati; Joni Murti Mulyo Aji
Jurnal Sains Pemasaran Indonesia (Indonesian Journal of Marketing Science) Vol 21, No 1 (2022): Mei
Publisher : Master of Management Diponegoro University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14710/jspi.v21i1.1-29

Abstract

KWT Kenanga is an agro-industry driver made from cassava in Sidoharjo Village by processing cassava into instant tiwul. However, the number of production and sales of instant tiwul product "KWT Kenanga" tends to fluctuate and the remaining product is relatively large every month. Promotion of their products is not intensively carried out so that the market share of instant tiwul is relatively narrow. The purpose of this study was to determine consumer perceptions to formulate a marketing strategy with the application of STP and marketing mix. The analytical methods used are IPA analysis, CSI analysis, crosstabs analysis, cluster analysis, and biplot analysis with a sample of 85 people. The results showed that: 1) Based on the IPA analysis, the attributes whose performance had met consumer expectations were the attributes of taste, price, and benefits, then the attributes that needed to be improved were the attributes of packaging design, texture, and color. Based on the CSI analysis, the overall consumer perception is classified as "satisfied" with a CSI value of 78.4%, 2) Based on the cluster analysis, the groups formed are 3 segments. Based on crosstabs analysis, significant variables include age, occupation, frequency of purchase, interest in re-consuming, so that the selected target market is cluster 1 and cluster 3. Based on the biplot analysis, the positioning that can be arranged is "Instant tiwul is an alternative food to replace rice that is sold at affordable prices but has several health benefits".
The Effect of Relationship Marketing and Promotion on Consumer Loyalty through Consumer Satisfaction Study on Shopee Users in Sumenep District Moh Rizal
Jurnal Sains Pemasaran Indonesia (Indonesian Journal of Marketing Science) Vol 21, No 1 (2022): Mei
Publisher : Master of Management Diponegoro University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14710/jspi.v21i1.%p

Abstract

With the development in information technology that is increasingly modern, the world of trade and business is also growing. This is a challenge for shopee to be able to continue to bring new innovations and maintain consumer loyalty. Therefore, considering the importance of providing convenience and security to buyers and sellers, it also provides promotions that can attract consumers to make purchases for buyers. Building strong and mutually beneficial relationships so that in the concept of relationship marketing, marketers strongly emphasize the importance of long-term good relationships with consumers. This research aims to determine the partial influence and mediation between relationship marketing and promotion on consumer satisfaction and consumer loyalty. The study used a non-probability sampling method with the spread of questionnaires online by 110 respondents. And research analysis techniques use Partial Least Square (PLS) with program 3.0. The results showed partially relationship marketing and promotion had a positive and significant effect on consumer satisfaction, relationship marketing and consumer satisfaction had a positive and significant effect on consumer loyalty. Promotions have a positive but insignificant effect on consumer loyalty. Consumer satisfaction is able to mediate between the influence of relationship marketing on consumer loyalty, while consumer satisfaction has not been able to mediate between the influence of promotion on consumer loyalty.Keywords: relationship marketing, promotion, consumer satisfaction, consumer loyalty
Influence of Consumer Ethnocentrism in Buying Brand Ciao Product Naufal Alfarazy
Jurnal Sains Pemasaran Indonesia (Indonesian Journal of Marketing Science) Vol 21, No 1 (2022): Mei
Publisher : Master of Management Diponegoro University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14710/jspi.v21i1.%p

Abstract

In this study the author conducted research on the influence of consumer ethnocentrism in buying ciao brand products, the ciao brand is one of the businesses in the fashion sector that was founded in 2020, from the results of validity and reliability tests it is known that the results are valid and consumer ethnocentrism affects the purchase of ciao products This research is based on the CETSCALE and CEESCALE theories that exist on consumer motivation, with the ultimate goal of this study proposing a strategy using the STEPPS framework to increase the dimensions of consumer ethnocentrism.
Factors Affecting Customer Loyalty in Siloam Hospitals Kebon Jeruk and Lippo Village Franzeska Olivia Indra Putri; Chintya Nur; Margaretha Pink Berlianto
Jurnal Sains Pemasaran Indonesia (Indonesian Journal of Marketing Science) Vol 21, No 1 (2022): Mei
Publisher : Master of Management Diponegoro University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14710/jspi.v21i1.%p

Abstract

The purpose of this study was to determine the effect of service quality, customer trust, and customer value on customer loyalty at the JCI standardized Siloam Hospital. Data collection in this study was conducted using an online questionnaire to 166 people who had visited Siloam Hospitals Kebon Jeruk and Lippo Village using simple random sampling method. Analysis using partial lease square-structural equation modeling (pls-sem) was carried out using the SmartPLS program to analyse the data. The findings from the study are that all the variables, which are service quality (interaction quality, physical environment quality, outcome quality), customer value and customer trust, have a positive relationship to customer loyalty at Siloam Hospitals Kebon Jeruk and Lippo Village. 

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