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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
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Search results for , issue "Vol 23, No 3 (2024): Desember" : 6 Documents clear
Business Development Strategy Through Enhancement of Resources and Attraction Using The Analytical Hierarchy Process (AHP): A Case Study of RSUD Kota Bogor Rowi, Roos Farieanna; Ranti, Benny; Rismadi, Bambang; Tarumingkeng, Rudy C.
Jurnal Sains Pemasaran Indonesia (Indonesian Journal of Marketing Science) Vol 23, No 3 (2024): Desember
Publisher : Master of Management Diponegoro University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14710/jspi.v23i3.246-256

Abstract

This research aims to formulate a business development strategy for RSUD Kota Bogor through the enhancement of resources and attractiveness using the Analytical Hierarchy Process (AHP). In the healthcare context, access to quality services is a priority, following the standards established by the World Health Organization (WHO). This study employs a qualitative approach, involving in-depth interviews with management and medical personnel. Analysis results reveal that resources, including financial, human resources, and facilities, as well as attractiveness—comprising customer satisfaction and market factors—significantly influence the hospital's business development. Three main strategies are proposed: development of the hospital as a leading referral institution, establishment of the hospital as a teaching facility, and the implementation of digital services. The findings are expected to provide RSUD Kota Bogor’s management with a guide for developing effective and sustainable strategies
Pengaruh Viral Marketing dan Brand Image terhadap Keputusan Pembelian Kahf di Tiktok Shop Hasnah, Hasnah; Irzami, M. Ferdy; Ramdhani, Moch Yusuf Haidar Ali; Bilisani, Muhammad Abiyyu; Yudhistira, Muhammad Keanu Haryo; Purnawijaya, Btari Mariska
Jurnal Sains Pemasaran Indonesia (Indonesian Journal of Marketing Science) Vol 23, No 3 (2024): Desember
Publisher : Master of Management Diponegoro University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14710/jspi.v23i3.257-265

Abstract

Penelitian ini mengkaji pengaruh viral marketing dan brand image terhadap keputusan pembelian produk Kahf di TikTok Shop. Peningkatan penggunaan media sosial dan perkembangan e-commerce mendorong merek skincare seperti Kahf untuk memanfaatkan strategi pemasaran digital melalui konten viral di platform TikTok. Dengan pendekatan kuantitatif dan metode survei, data dikumpulkan dari mahasiswa laki-laki berusia 17-24 tahun yang aktif berbelanja di TikTok Shop. Hasil penelitian menunjukkan bahwa baik viral marketing maupun brand image berpengaruh signifikan terhadap keputusan pembelian, baik secara parsial maupun simultan. Temuan ini memberikan wawasan praktis dalam pengembangan strategi pemasaran digital di pasar skincare yang kompetitif.
More than just a bag: Understanding the Personalities of Eco-Entrepreneurs Behind Sustainable Leather Goods Pati, Crispianus Padi; Presetyo, Ridwan Hanif; Moningka, Wela; Andriyani, Andriyani
Jurnal Sains Pemasaran Indonesia (Indonesian Journal of Marketing Science) Vol 23, No 3 (2024): Desember
Publisher : Master of Management Diponegoro University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14710/jspi.v23i3.191-203

Abstract

This article provides an understanding of the relationship between circular economy, personality traits, and big five personality traits within the framework of the Theory of Planned Behavior (TPB) to give birth to Eco Entrepreneurs. By utilizing qualitative methods, this research explores an in-depth view of how certain personality characteristics can influence a person's intentions. to start a business that focuses on environmental sustainability. Data collection was carried out through in-depth interviews with the owner of Rorokenes, a leather goods business. Bridged by a phenomenological approach, this research found that several personality characteristics, such as Proactiveness, Need for Achievement, Self-efficacy and several personality traits of the Big Five personality traits theory such as Conscientiousness, Openness to Experience and Agreeableness intersect with the Circular Economy concept to form an Eco Entrepreneur. The results of this research have important implications for policy development, management practices, and educational approaches in promoting green entrepreneurship. This research also provides a theoretical contribution to the literature on green entrepreneurship by incorporating an understanding of the aspects of individual behavior that drive individual intentions to entrepreneurship in the green domain.
Analysis of The Influence of Green Brand Positioning and Green Brand Knowledge on Brand Evangelism Damanik, Winner; Batu, Kardison Lumban
Jurnal Sains Pemasaran Indonesia (Indonesian Journal of Marketing Science) Vol 23, No 3 (2024): Desember
Publisher : Master of Management Diponegoro University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14710/jspi.v23i3.204-213

Abstract

This study aims to analyze the effect of green brand positioning and green brand knowledge on brand evangelism through attitude toward green brand and green product purchase intention on consumers of DANONE AQUA products in Semarang City. This research uses the Theory of Planned Behavior (TPB) as the main theoretical basis that covers all research variables. The research method used is quantitative using SEM AMOS. The sample size was set at 125 respondents, following the recommendations for SEM analysis. The results of data analysis show that green brand positioning has a positive and significant effect on attitude toward green brand and green product purchase intention. Green brand knowledge has a positive and insignificant effect on attitude toward green brand, while on green product purchase intention it has a positive and significant effect. Attitude toward green brand has a positive and insignificant effect on green product purchase intention. Furthermore, green product purchase intention has a significant positive effect on brand evangelism. The conclusion of this study is that efforts to improve green brand positioning and green brand knowledge can affect attitude toward green brand. Green product purchase intention turns out to play an important role in motivating consumers to become brand evangelist and contribute to green brand positioning. These findings provide valuable insights for businesses in developing green branding strategies and understanding consumer behavior related to green products
Shopping Behavior Webrooming in Fulfilling Individual Needs From A Perspective Self-Determination Theory Rahma, Resita Septia; Ramdan, Abdi; Mawar Firdausi, Asri Sekar; Alim, Taqdirul
Jurnal Sains Pemasaran Indonesia (Indonesian Journal of Marketing Science) Vol 23, No 3 (2024): Desember
Publisher : Master of Management Diponegoro University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14710/jspi.v23i3.214-228

Abstract

The development of current consumer behavior shows shopping behavior using more than one channel to reduce fog. This study tries to offer a theoretical concept of omnichannel shopping behavior based on self-determination theory to explain what drives and motivates consumers to do webrooming behavior. This study was conducted using a survey method on 206 consumers who had done webrooming behavior using SEM-PLS analysis. Empirical results indicate that the needs of the three individuals with self-determination are proven to be drivers of consumers in doing webrooming behavior. However, unlike the testing of moderation variables, the three self-determination needs do not fully moderate and only product characteristics moderate the relationship between autonomy variables and webrooming behavior
Impact of Korean Brand Ambassadors on Purchase Decisions at Tokopedia Safitri, Zidan Egi; Santoso, Muhammad Ragil; Rofilla, Asfa
Jurnal Sains Pemasaran Indonesia (Indonesian Journal of Marketing Science) Vol 23, No 3 (2024): Desember
Publisher : Master of Management Diponegoro University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14710/jspi.v23i3.229-245

Abstract

This research examines the impact of Korean brand ambassadors on consumer purchasing decisions on Tokopedia using the Systematic Literature Review (SLR) method following the Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA) guidelines. Literature analysis from 2019 to 2024 shows that Korean brand ambassadors have a significant influence on consumer purchasing decisions, especially among the younger generation. Brand ambassadors not only increase purchasing interest, but also strengthen brand image, which ultimately increases consumer loyalty. This study also found that the effectiveness of brand ambassadors is influenced by other factors such as marketing strategies on social media, competitive product prices, and positive reviews from consumers. In addition, the integration of brand ambassadors with other marketing elements such as creative and relevant advertising content strengthens the emotional connection between consumers and brands. The results of this research emphasize the importance of synergy between the use of brand ambassadors and other marketing strategies in driving purchasing decisions on e-commerce platforms such as Tokopedia.

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