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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
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Search results for , issue "Vol 22, No 3 (2023): Desember" : 6 Documents clear
Analisis Faktor Intensi Berlangganan dan Keberlanjutan Pengguna Over-The-Top (OTT) Berdasarkan Teori Uses And Gratification Dengan Structural Equation Modelling Manik, Audrey Aurelya; Aristio, Andre Parvian
Jurnal Sains Pemasaran Indonesia (Indonesian Journal of Marketing Science) Vol 22, No 3 (2023): Desember
Publisher : Master of Management Diponegoro University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14710/jspi.v22i3.187-227

Abstract

The over-the-top (OTT) video streaming platform, with all its convenience and speed, has changed the way people watch conventionally via television or cinema to use electronic devices such as smartphones or laptops. The development of digital technology and services has given birth to innovation in the world of entertainment. One of them is the behavior of watching movies. The existence of a pandemic that limits social activities and space for public movement has certainly limited people's ability to travel and seek entertainment, one of which is watching the cinema. This situation has increased the use of OTT services where people can access entertainment services such as movies, shows, news, and more from anywhere and anytime without limits using the internet network. Based on this situation, the development of OTT is also increasingly widespread and developing in providing services so that it can always satisfy user needs. One of them, OTT platform offers a subscription package so users can access all the premium services in the OTT which obviously other users don't get for free. This research aims to examine further the factors that influence purchase intensity and user continuity in subscribing to OTT services. By using a quantitative approach in the form of a questionnaire survey and testing the research model with Partial Least Square – Structural Equation Modeling (PLS-SEM) as a methodology in research focused on Use and Satisfaction, this survey research identified eight variables based on Uses and Gratification Theory for OTT use: Convenient Navigability, Binge Watching, Relaxation, Social Interaction, Friendship, Voyeurism, and Information Search. The findings of this research indicate that gratification of entertainment, companionship, and voyeurism significantly influence the intention of OTT users to subscribe. Additionally, it was observed that pricing plays a crucial role in the purchase of OTT subscription packages, as users compare the price paid with the value of content provided on the OTT platform. However, there are other factors that do not significantly impact users' intention to subscribe and continue their subscription, which need further optimization by OTT companies. The prospects of this research is that it can be a reference and scientific development for OTT service companies in observing service quality based on the factors that influence purchase intensity and user sustainability in subscribing to OTT which will later be beneficial in developing the company's strategic and managerial steps in developing its business processes.
Analisis Pengaruh Adiksi dan Loyalitas pada Online PC Games untuk Meningkatkan Minat Pembelian di dalam Game Menggunakan Metode Partial Least Square-Structural Equation Modeling Aristio, Andre Parvian; Mudjahidin, Mudjahidin; Kautsar, Anugrah Cahya
Jurnal Sains Pemasaran Indonesia (Indonesian Journal of Marketing Science) Vol 22, No 3 (2023): Desember
Publisher : Master of Management Diponegoro University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14710/jspi.v22i3.228-236

Abstract

Dalam industri game yang berkembang pesat, jumlah pemain online PC game meningkat tajam selama pandemi COVID-19. Namun, pembelian dalam game tidak sebanding dengan popularitasnya. Oleh karena itu, penelitian ini fokus pada adiksi dan loyalitas pemain game serta pengaruhnya terhadap pembelian di dalam game. Tujuannya adalah untuk menganalisis variabel adiksi dan loyalitas dalam meningkatkan pembelian item di dalam game. Metode yang digunakan adalah Partial Least-Structural Equation Model (PLS-SEM) dengan pengambilan data melalui kuesioner yang disebarkan secara daring melalui berbagai media sosial. Hasil penelitian menunjukkan bahwa adiksi berpengaruh pada loyalitas pengguna dan loyalitas pengguna juga berpengaruh pada niat pembelian. Dengan demikian, pengembang game dapat memprioritaskan pengembangan fitur dalam game yang meningkatkan minat pembelian pengguna. Penelitian ini memberikan nilai tambah yang signifikan bagi perusahaan pengembang game dan dapat digunakan sebagai referensi dalam pengembangan strategi serta penelitian selanjutnya.
Analisis Konten Sosial Media Marketing UMKM Kripik Bujangan pada Instagram @bujangankripik Tahun 2023 Maharani, Alya
Jurnal Sains Pemasaran Indonesia (Indonesian Journal of Marketing Science) Vol 22, No 3 (2023): Desember
Publisher : Master of Management Diponegoro University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14710/jspi.v22i3.237-246

Abstract

Dalam era serba digital, teknologi dan sosial media telah menjadi hal yang utama bagi semua manusia. Instagram merupakan salah satu platform yang sering digunakan, dengan jumlah pengguna aktif yang mencapai 4,76 miliar manusia pada Januari 2023 menurut lembaga wearesocial.com. Namun, sebagian pelaku bisnis, terutama UMKM, belum sepenuhnya menyadari pentingnya strategi digital marketing. Salah satu contoh UMKM yang belum mengembangkan digital marketing adalah UMKM Bujangan Kripik. Tujuan penelitian ini yaitu untuk mengetahui bagaimana hasil analisis konten sosial media marketing pada akun @bujangankripik, serta untuk mengetahui apa referensi konten yang diinginkan oleh pengikut Instagram UMKM @bujangankripik pada tahun 2023. Penelitian ini menggunakan metode deskriptif kuantitatif. Populasi dalam penelitian ini adalah para pengikut (followers) akun Instagram @bujangankripik, dengan sampel berjumlah 100 responden. Metode pengambilan sampel dalam penelitian ini adalah non probability sampling (purposive sampling). Berdasarkan hasil pengolahan data analisis deskriptif tentang variabel Konten Social Media Marketing, dihasilkan presentase rata-rata untuk variabel Social Media Marketing dengan indikator content, communication, connection, dan collaboration sebesar 87,85% termasuk kategori sangat baik. Grafik yang diperoleh dari meta facebook page pun menyatakan bahwa jangkauan (insight) konten sosial media marketing ini mengalami kenaikan sebesar 66,1%.
Penerapan Metode Awareness-Trial-Reinforcement dalam Unggah Konten Instagram pada Akun Kedai Ruang Kopi Mardani, Muhammad Alif Athalla; Pujianto, Totok; Syahmurman, Faizal; Ardiansah, Irfan
Jurnal Sains Pemasaran Indonesia (Indonesian Journal of Marketing Science) Vol 22, No 3 (2023): Desember
Publisher : Master of Management Diponegoro University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14710/jspi.v22i3.247-263

Abstract

Marketing in the era of the development of social media is important for developing a business. Kedai Ruang Kopi is a food and beverage sales service business (coffeeshop), especially coffee and snacks. Kedai Ruang Kopi uses social media Instagram with the account @kedaikopiruang which is not optimal compared to other similar business accounts due to the lack of awareness of Kedai Ruang Kopi on marketing strategies. This study aims to optimize the use of Kedai Ruang Kopi (@kedaikopiruang) accounts to increase their insights using the A-T-R (awareness-trial-reinforcement) method. The principle of applying the A-T-R method is through creation to raise consumer awareness so that there is an act of trying, then followed by efforts to strengthen or confirm so that finally the product is trusted. Evaluation of the A-T-R method uses data insights and interviews with sample consumers. The results showed that there was an increase in insights into the @kedaikopiruang account, namely followers by 16.8%, accounts reached by 20%, and an increase in accounts engaged by 60%. The results of interviews with 56 samples showed that 17% of the sample consumers came because they saw Kedai Ruang Kopi's Instagram account. The number of sales of Kopi Ruang Shop increased until May 2023 but decreased in June 2023 due to several undetermined factors. Based on the results above, the marketing strategy implemented on @kedaikopiruang is still considered unsatisfactory when compared to other similar accounts.
Strategi Customer Relationship Management Berbasis Influencer untuk Meningkatkan Loyalitas Konsumen pada Produk Kecantikan Lokal Maulana, Afrizal; Purnamasari, Lathiyfah Shanti; Srimukti, Adesty; Angelita, Kezia
Jurnal Sains Pemasaran Indonesia (Indonesian Journal of Marketing Science) Vol 22, No 3 (2023): Desember
Publisher : Master of Management Diponegoro University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14710/jspi.v22i3.264-289

Abstract

In the era of rapidly growing social media, the use of influencer marketing and Customer Relationship Management (CRM) has become an important strategy in the beauty product industry. Brands rely on influencers to promote their products, while CRM focuses on building and maintaining customer relationships. However, the effective combination of these two strategies in the context of beauty products still requires deeper understanding. This study aims to analyze how CRM elements are integrated into influencer marketing practices and their impact on customer loyalty in the beauty product industry. This research uses a qualitative approach by conducting content analysis on social media. The data analyzed includes influencer posts, follower comments, and interactions between brands and customers. The results of the study show that beauty product brands adopt three main strategies in integrating CRM elements into influencer marketing. First, they use influencers from abroad to create big events that attract customer attention. Second, they chose beauty vloggers who were relevant to consumers to provide comprehensive reviews about the products. And third, they appoint celebrities to attract consumer attention. Relevant and meaningful interactions mainly occur through product review videos conducted by beauty vloggers. This research provides practical guidance for beauty product brands in optimizing the use of influencer marketing and CRM elements. In addition, this research also contributes to the literature on social media marketing and customer relationship management in this digital era.
Analisis Faktor Yang Mempengaruhi Pengambilan Keputusan Pembelian Produk Scarlett Whitening Melalui Peran Influencer Marketing Mutiara, Arla Triza; Sukoco, Iwan; Barkah, Cecep Saaftul; Novel, Nurillah Jamil Achmawati
Jurnal Sains Pemasaran Indonesia (Indonesian Journal of Marketing Science) Vol 22, No 3 (2023): Desember
Publisher : Master of Management Diponegoro University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14710/jspi.v22i3.174-186

Abstract

This research analyzes the decision-making process regarding the purchase of ScarlettWhitening skincare products through the role of influencer marketing. The researchutilized the Systematic Literature Review approach for its investigation. After conductingthe systematic literature review, the researchers discovered a total of 78 articles througha search conducted on Google Scholar. Subsequently, these articles were narroweddown to a final selection of 23 for descriptive analysis. The findings indicate that thefactors influencing the success of influencer marketing in influencing the purchasedecision of Scarlett Whitening products are trustworthiness, expertise, attractiveness,similarity, liking, and respect. The results of this study are expected to be considered byScarlett Whitening company in selecting influencers who align with these factors toencourage consumers to decide to purchase the product.

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