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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 24, No 1 (2025): Mei" : 6 Documents clear
Pengaruh Kualitas Pelayanan dan Kepercayaan Pelanggan Terhadap Kepuasan Pengguna Transportasi Online Aplikasi Gojek di Soloraya (Studi Kasus pada Layanan Go-Ride) Aisyah, Siti; Maharani, Alviana; Mutiarasari, Indah; Handayani, Wulan Fitri; Amelia, Wella Fitra; Syafilla, Grezina Intan
Jurnal Sains Pemasaran Indonesia (Indonesian Journal of Marketing Science) Vol 24, No 1 (2025): Mei
Publisher : Master of Management Diponegoro University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14710/jspi.v24i1.1-9

Abstract

As a major player, Gojek provides many services that meet the needs of various players, with Go-Ride being the most popular service in Solo-raya. However, issues regarding customer satisfaction and trust continue to be a major concern which has an impact on user adoption levels. This type of research is quantitative research. The data processed is the results of distributing questionnaires to Gojek application users in Solo Raya. The sampling method is purposive sampling. This research uses data analysis techniques with CSI (Customer Satisfaction Index). Based on the analysis results, there is a CSI value of 85.88%. So it can be concluded that Gojek application users in Solo Raya are very satisfied with the quality of service and customer trust in the Gojek application.
Artificial Intelligence (AI) dan Personalisasi Iklan: Memahami Pola Belanja Generasi Z Simanjuntak, Dina; Chaniago, Harmon
Jurnal Sains Pemasaran Indonesia (Indonesian Journal of Marketing Science) Vol 24, No 1 (2025): Mei
Publisher : Master of Management Diponegoro University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14710/jspi.v24i1.10-29

Abstract

Di era digital ini, AI dan personalisasi iklan telah merevolusi cara bisnis menjangkau konsumen. Dunia e-commerce sedang mengalami transformasi yang cepat. Untuk alasan tersebut, penelitian ini bermaksud untuk mengetahui pengaruh artificial intelligence (AI) dan personalisasi iklan terhadap perilaku pembelian konsumen melalui metode kuantitatif yang bersifat explanatory. Untuk mencapai perolehan data sampel yang representatif, peneliti menggunakan jenis probability sampling dengan teknik simple random sampling. Data sampel yang layak uji terkumpul sebanyak 399 responden dimana data terkumpul dari konsumen e-commerce Shopee Generasi Z kalangan mahasiswa di Bandung Raya. Software SPSS versi 26 digunakan untuk mengolah data model regresi berganda. Diperoleh hasil penelitian yang mengungkapkan gambaran masing-masing variabel artificial intelligence (AI) (X1), personalisasi iklan (X2) dan perilaku pembelian konsumen (Y). Selain itu juga, diperoleh hasil hubungan kolerasi pada ketiga variabel. Variabel artificial intelligence (AI) dan personalisasi iklan memiliki pengaruh dua arah. Kemudian, variabel personalisasi iklan dan perilaku pembelian konsumen serta variabel artificial intelligence (AI) dan perilaku pembelian konsumen. Diketahui juga bahwa terdapat pengaruh simultan variabel bebas yaitu variabel artificial intelligence (AI) dan peronalisasi iklan terhadap perilaku pembelian konsumen.
Pengaruh Social Media Influencer terhadap Brand Loyalty Tiktok dengan Purchase Intention sebagai Mediasi pada Generasi Z di Indonesia Rachmawati, Indira
Jurnal Sains Pemasaran Indonesia (Indonesian Journal of Marketing Science) Vol 24, No 1 (2025): Mei
Publisher : Master of Management Diponegoro University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14710/jspi.v24i1.65-76

Abstract

Generation Z is known to be very familiar with technology and often uses social media, especially TikTok. The beauty and skincare industry in Indonesia uses influencer marketing as the main strategy to promote their products and services. This study used quantitative methods with purposive sampling techniques, involving 385 respondents through online questionnaires. The analysis was performed using Structural Equation Modeling (SEM) with SmartPLS version 4.0.9.9 for Windows. The results showed that social media influencers have a positive and significant influence on purchase intention and brand loyalty, both directly and through purchase intention as mediation. The use of social media influencers can increase brand appeal and strengthen branding at minimal cost, especially for the younger generation. This research provides further insight into how social media influencers can shape positive customer perceptions and build brand loyalty. Further research is recommended to consider additional variables such as brand image and reputation, as well as expand the scope of the social media platforms studied.
Analisis Perceived Usefulness, Perceived Ease of Use, dan Perceived Risk terhadap Minat Pembayaran Quick Response Code Indonesian Standard (QRIS) Sajili, Mohamad
Jurnal Sains Pemasaran Indonesia (Indonesian Journal of Marketing Science) Vol 24, No 1 (2025): Mei
Publisher : Master of Management Diponegoro University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14710/jspi.v24i1.77-91

Abstract

This research aims to determine perceptions regarding the use of QRIS as a digital-based payment system in Jakarta. The research method uses quantitative methods. This sample was taken using a questionnaire. The population in this sample is application users in Jakarta who use the QRIS application as a means of payment. The sample used in this questionnaire was 113 people, and the method of distributing the questionnaire was via Google Form which had been adjusted to the questions for each variable. Data analysis in this study used PLS-Sem. The research results show that there is a positive and significant influence between perceived ease of use and perceived usefulness on behavior of use. There is no influence between perception of security on behavior of use.
Analisis Efektivitas Iklan Melalui Media Sosial Tiktok di UMKM Jamu Mitra Sehat Munambar, Siwitri; Sadiyah, Fitria Naimatu; Nurfitri, Rosiana
Jurnal Sains Pemasaran Indonesia (Indonesian Journal of Marketing Science) Vol 24, No 1 (2025): Mei
Publisher : Master of Management Diponegoro University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14710/jspi.v24i1.30-50

Abstract

The purpose of this research was to determine the effectiveness of advertising for the MSME product Jamu Mitra Sehat using the social media platform TikTok. The method used in this study was descriptive quantitative using the EPIC model. The data analysis tool utilized was Microsoft Excel. The results of the analysis indicated that the effectiveness of advertising conducted through TikTok social media using the EPIC model in each dimension fell within an effective range. The communication dimension received the highest average score compared to other dimensions, which was 4.20. The persuasion dimension obtained an average score of 4.19, while the empathy dimension received an average score of 4.10. The impact dimension had the lowest average score compared to the other three dimensions, with a score of 4.02. Overall, the analysis of advertising effectiveness across each dimension calculated using the EPIC Rate yielded a score of 4.13, indicating that the analysis of effectiveness was deemed effective
Influencer Credibility as A Source of Travel Information for Generation Z to Bali Nariyani, Ni Nyoman
Jurnal Sains Pemasaran Indonesia (Indonesian Journal of Marketing Science) Vol 24, No 1 (2025): Mei
Publisher : Master of Management Diponegoro University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14710/jspi.v24i1.51-64

Abstract

The development of technology is increasingly rapid, so tourism business managers must keep up with existing technological developments. Social media, especially Instagram, is one of the most widely used platforms in the world, especially for Generation Z. However, some respondents use Instagram for information and entertainment and there is a problem that the information obtained is sometimes not in accordance with reality, especially tourist information. This shows that there is still a lack of credible influencer filtering used in disseminating information about a product or place. This study aims to examine the differences in the interests of Generation Z in assessing the credibility of influencers as a source of tourism information to Bali. In the study, the researcher used a quantitative approach with data analysis used, namely the Multivariate of Variance Test (MANOVA). The number of samples used was 110 respondents per type of tourist. The sampling technique is non-probability sampling with a purposive sampling approach. The results of the study revealed that both domestic and foreign tourist groups judged influencers by their attractiveness to create a feeling of trust in the content disseminated. Meanwhile, for the gender group, they have the same perspective in assessing the credibility of an influencer. 

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