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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 22, No 2 (2023): September" : 6 Documents clear
Pengaruh Brand Trust, Brand Equity, Brand Image dan Brand Ambassador terhadap Keputusan Pembelian Investasi Reksa Dana pada Aplikasi Bibit Sulistyo, Rofan Dwi
Jurnal Sains Pemasaran Indonesia (Indonesian Journal of Marketing Science) Vol 22, No 2 (2023): September
Publisher : Master of Management Diponegoro University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14710/jspi.v22i2.109-131

Abstract

One of the most popular digital investment is Bibit application, which offers an easy way to invest for beginners. The research was conducted by distributing questionnaires to 105 respondents. The data analysis technique uses multiple regression analysis with SPSS 25. It is concluded that Brand Trust and Brand Image partially have a significant effect, while Brand Equity and Brand Abassador partially have no significant effect on purchasing decisions. The simultaneous results show that all variables influence purchasing decisions, and the coefficient of determination
Pengaruh Instagram Marketing terhadap Keputusan Pembelian pada Donat Madu Cihanjuang Dafitri, Shalsabilla
Jurnal Sains Pemasaran Indonesia (Indonesian Journal of Marketing Science) Vol 22, No 2 (2023): September
Publisher : Master of Management Diponegoro University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14710/jspi.v22i2.100-108

Abstract

Donat Madu Cihanjuang is a franchise company engaged as a food provider that has been established since 2010, with its main product being donuts. The purpose of this study was to determine the influence of Instagram marketing on purchasing decisions at Donat Madu Cihanjuang. This study used a purposive sampling method. The population in this study were Instagram followers @donatmaduindonesia or consumers who had made purchases at Donat Madu Cihanjuang with 100 respondents. The data in this study were processed using the SPSS 26 application. The results of this study indicate that Instagram marketing has an influence on purchasing decisions.
Pengaruh Memorable Tourism Experience terhadap Kepuasan Wisatawan dan Niat Berkunjung Kembali di Desa Wisata Penglipuran Dewi, Mega Intan Puspita; Tirtawati, Ni Made; Liestiandre, Hanugerah Kristiono
Jurnal Sains Pemasaran Indonesia (Indonesian Journal of Marketing Science) Vol 22, No 2 (2023): September
Publisher : Master of Management Diponegoro University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14710/jspi.v22i2.132-148

Abstract

Memorable Tourism Experience is one of the sources that can be an aspect of excellence for destinations because memorable experiences will last for a long time. This will have an impact on tourist satisfaction and increase tourist loyalty to revisit intention . In the Penglipuran Tourism Village, this study was done to ascertain the impact of memorable tourism experiences on tourist satisfaction and revisit intention. This study fills a gap in the prior research by examining the impact of memorable tourism experiences on tourist satisfaction and revisit intention in Penglipuran Tourism Village. The sampling technique uses purposive sampling technique by distributing questionnaires to 170 domestic tourists who have visited Penglipuran Tourism Village at least twice. This type of research uses a quantitative approach with sampling techniques through questionnaires with Likert scales and data analysis using SEM-PLS. The study's findings indicate that there is no significant direct influence between variables related to the memorable tourism experience and revisit intention, but there is a significant direct influence between memorable tourism experience and tourist satisfaction, and there is a significant direct influence between tourist satisfaction and revisit intention, as well as a significant direct influence between tourist satisfaction and the memorable tourism experience.
The Influence of Market Orientation, Innovation, and Competitive Advantage as Intervening Variable on Marketing Performance of Culinary MSMES in Purwokerto Afif, Nur Choirul; Faradina, Hanifah
Jurnal Sains Pemasaran Indonesia (Indonesian Journal of Marketing Science) Vol 22, No 2 (2023): September
Publisher : Master of Management Diponegoro University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14710/jspi.v22i2.149-163

Abstract

This research aims to find out whether market orientation and innovation with a competitive advantage as mediation have a positive influence towards the marketing performance of Culinary MSMEs in Purwokerto. In this research, a questionnaire was used to perform a quantitative type of data analysis on 100 respondents from four sub-district in Purwokerto, and this research used a purposive sampling method. The data analysis used in this research is SEM-PLS. By using these variables, it concludes the output data of this research that: (1) there is positive and significant influence from market orientation and innovation towards competitive advantage, (2) there is positive and significant influence from market orientation, innovation, and competitive advantage towards marketing performance, (3) competitive advantage mediates the influence of market orientation and innovation towards marketing performance.
Analisis Strategi Branding dan Pemasaran Oleh Akun Instagram @barenbliss_id, @apieu_idn, @immeme_indonesia, @holikaholika_indonesia, dan @peripera.id Suka, Kiran Rianetta Ginting; Wibowo, S. Kunto Adi; Fuady, Ikhsan
Jurnal Sains Pemasaran Indonesia (Indonesian Journal of Marketing Science) Vol 22, No 2 (2023): September
Publisher : Master of Management Diponegoro University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14710/jspi.v22i2.164-173

Abstract

At the beginning of the 21st century, the phenomenon of social media as one of the needs of companies in marketing their products began to occur. The results of a study in 2013, audiences tend to prefer social media over websites to obtain information related to a brand. Therefore, social media, such as Instagram, is a big opportunity for cosmetic brands from South Korea such as @barenbliss_id, @apieu_idn, @immeme_indonesia, @holikaholika_indonesia and @peripera.id to reach a wider target market. This study aims to analyze branding and marketing strategies and find out the types of content that are most used by cosmetics Instagram accounts from South Korea in attracting public attention. This research was conducted using a quantitative content analysis technique approach and had passed a reliability test between coders. The results of the research coding were then processed using the Statistical Package for Social Sciences (SPSS). To answer the research hypothesis, a descriptive analysis test and T-test were carried out. The results obtained show that the five accounts are dominated by product information category uploads. This category provides knowledge to consumers about the products they offer. After that the researcher conducted a T-Test which showed that there were differences in engagement between branding and marketing strategies by Barenbliss, A'Pieu, I'm Meme, Holika Holika, and the Indonesian branch of Peripera even though these five accounts often uploaded uploads in the same category, namely product information category.
Analysis of The Influence of Profit Value and Restaurant Ambience on Return Visit Intention Mediated by Customer Satisfaction (A Case Study of Restaurant Consumers in Surakarta) Salsabila, Zahrotus
Jurnal Sains Pemasaran Indonesia (Indonesian Journal of Marketing Science) Vol 22, No 2 (2023): September
Publisher : Master of Management Diponegoro University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14710/jspi.v22i2.87-99

Abstract

This study aims to analyze the effect of perceived value and restaurant atmosphere on customer satisfaction which will then influence customer intentions to revisit. Researchers used 151 people as a sample with the criteria of having eaten at a restaurant at least once. According to the criteria of the respondents who have been determined, the sampling method using purposive sampling. Data were analyzed using SEM-PLS and processed using Smart PLS 3. The findings verified the value of the benefits perceived by customers and the atmosphere of the restaurant had a significant positive effect on customer satisfaction. Customer satisfaction was confirmed as a significant positive effect on revisit intention.

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