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JURNAL SAINS PEMASARAN INDONESIA
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Articles 415 Documents
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Analysis of The Effect of Technology Adaptation, Market Orientation, and Networking on Competitive Advantages and Business Performance of Batik UMKM in Laweyan, Solo, Central Java Andre, Rahardian; Raharjo, Susilo Toto
Jurnal Sains Pemasaran Indonesia (Indonesian Journal of Marketing Science) Vol 19, No 3 (2020): Desember
Publisher : Master of Management Diponegoro University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14710/jspi.v19i3.204-214

Abstract

The phenomenon that will be analyzed in this research is that the current development raises the urgency that there is a need for more effective and efficient performance that can increase productivity, increase profits and reduce costs. Batik MSMEs in Laweyan, Solo, Central Java, which currently mostly use manual and semi-manual methods, need to develop themselves in order to be able to compete with batik invaders from abroad such as Malaysia, China and Vietnam. The purpose of this study was to analyze the effect of technology adaptation, market orientation and networking on the competitive advantage and business performance of batik MSMEs in Laweyan, Solo, Central Java. The population chosen in this study were all of the Batik Laweyan UMKM as many as 156 UMKM Batik. The number of respondents used in this study was 156 Laweyan Batik UMKM. The sampling technique in this research is the census method. The data collection method is by using a questionnaire. The data analysis method used is Structural Equation Modeling. Based on research, market orientation has a positive effect on competitive advantage, adaptation of modern technology and networking has no effect on competitive advantage. Adaptation of modern technology, market orientation, networking and competitive advantage have a positive effect on business performance. In terms of testing the fit model, it states that the model has a good fit. So from this it can be concluded that the model has a good enough fit to predict business performance.
Keterkaitan Citra Merek, Harga dan Kualitas Produk Terhadap Keputusan Pembelian Tinjauan Sistematis Literature Review Sander, Dapit Alex; Chan, Arianis; Muhyi, Herwan Abdul
Jurnal Sains Pemasaran Indonesia (Indonesian Journal of Marketing Science) Vol 20, No 3 (2021): Desember
Publisher : Master of Management Diponegoro University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14710/jspi.v20i3.241-257

Abstract

Much research on purchasing decisions refers to price, product quality and brand image. This study aims to complement previous research. Research that has explored the relationship of brand image, price and product quality to purchasing decisions. The purpose of this study was to determine the operationalization of the influence of brand image, price, and product quality. This study will describe the interrelationships between variables in purchasing decisions in the context of marketing science. This study uses a systematic review process, namely an in-depth literature review of the results of 23 articles based on certain keywords and limitations. Based on the review produced a model that describes the influence of brand image, price and product quality on purchasing decisions. It is expected to be a reference and adoption of an approach to marketing activities. Future research is suggested to have more than one database and use more sources of research articles published over 10-20 years. It is hoped that future research with broad observations and results on how science continues to develop.
Analisis Pengaruh Persepsi Manfaat, Persepsi Kemudahan Penggunaan dan Persepsi Risiko Terhadap Keputusan Pembelian dengan Kepercayaan Sebagai Variabel Intervening (Studi Pada Konsumen Gofood di Kota Semarang) Widhiaswara, Isnaeni Agustin; Soesanto, Harry
Jurnal Sains Pemasaran Indonesia (Indonesian Journal of Marketing Science) Vol 19, No 2 (2020): September
Publisher : Master of Management Diponegoro University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14710/jspi.v19i2.114-125

Abstract

This study aims to analyze the effect of perceived usefulness, perceived of ease of use, perceived risk , trust and purchasing decisions for GoFood in the city of Semarang. Respondents in this study are consumers who make food purchases through GoFood. Data collected through Google Form containing questionnaires filled out by 125 respondents. The analytical method used is Structural Equation Modeling (SEM) analysis carried out with the AMOS program. The results of hypothesis testing with SEM show that: 1. Perceived usefulness has a significant effect on trust, 2. Perceived of ease of use has a significant effect on trust, 3. Perceived risk has a significant effect on trust, 4. Trust has a significant effect on purchasing decisions, 5. Perceived usefulness has a significant effect on purchasing decisions, 6. Perceived of ease of use has a significant effect on purchasing desicion, 7. Perceived risk has a significant effect on purchasing decisions.
Systematic Literature Review: Peran Media Sosial Instagram Terhadap Perkembangan Digital Marketing Watajdid, Nurul Islah; Lathifah, Ari; Andini, Dewi Syifa; Fitroh, Fitroh
Jurnal Sains Pemasaran Indonesia (Indonesian Journal of Marketing Science) Vol 20, No 2 (2021): September
Publisher : Master of Management Diponegoro University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14710/jspi.v20i2.163-179

Abstract

Masalah utama dalam komunikasi pemasaran adalah saluran komunikasi yang dapat digunakan dalam program pemasaran. Tujuan penelitian ini adalah untuk menjawab pertanyaan tentang bagaimana peran media sosial Instagram terhadap perkembangan pemasaran digital. Penelitian ini menerapkan metode Systematic Literature Review. Berdasarkan hasil tinjauan literatur sistematis, Peneliti menemukan 136 artikel Scopus dalam pencarian menggunakan Publish or Perish dan bantuan aplikasi lain seperti Zotero, Mendeley, VOSViewer, dan Microsoft Excel yang kemudian disaring menjadi 55 artikel terpilih untuk dianalisis secara deskriptif. Temuan menunjukkan bahwa media sosial Instagram telah berkontribusi terhadap perkembangan pemasaran digital. Media sosial Instagram telah berperan menjadi media komunikasi pemasaran, meningkatkan kesadaran merek (brand awareness) mempengaruhi keterlibatan dan tingkah laku konsumen, dan menghasilkan data yang mendukung strategi pemasaran.
Analisis Faktor Yang Mempengaruhi Pengambilan Keputusan Konsumen Pada Pembelian Pangan Fungsional Bayi Ekawati, Diah Asih; Anestasia, Jill; Rejeki, Mutiara Putri; Tamim, Yudya Ayu Triasty
Jurnal Sains Pemasaran Indonesia (Indonesian Journal of Marketing Science) Vol 20, No 2 (2021): September
Publisher : Master of Management Diponegoro University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14710/jspi.v20i2.88-101

Abstract

Penelitian ini menganalisa proses pengambilan keputusan konsumen pada pangan fungsional bayi. Faktor yang mempengaruhi pengambilan keputusan konsumen pada pembelian pangan fungsional bayi adalah 1) Persepsi mengenai keamanan dan kesehatan 2) Informasi label kemasan 3) Atribut makanan bayi terutama rasa dan bentuk 4) Pengaruh sosial. Penelitian ini digali dengan menggunakan kerangka Everyday Personal Experience, Attitude and Belief, Social Constructs and Influences, Brand Image dan Benefit Negotiation. Pada penelitian sebelumnya, telah banyak penelitian mengenai pola perilaku terhadap pangan fungsional untuk dewasa (adult functional food), namun tidak banyak research yang menginvestigasi pangan fungsional bayi (functional baby food). Pangan fungsional (functional food) adalah makanan dan bahan panganan yang memberikan fungsi tersendiri terhadap orang yang mengkonsumsinya. Contoh dari pangan fungsional adalah seperti yogurt yang memiliki kandungan bakteri yang baik bagi tubuh ataupun kandungan lain. Penelitian ini dilakukan secara kualitatif melalui wawancara mendalam dan melibatkan 10 narasumber yang merupakan ibu yang memiliki anak berusia 6 - 24 bulan. Hasil riset ini diharapkan dapat mempelajari perilaku konsumen sehingga dapat memberikan atau mengaplikasikan arahan untuk strategi pemasaran yang tepat dan cocok digunakan untuk pangan fungsional bayi. 
Perancangan Profil Target Audience Pada Facebook Ads untuk Toko Online XYZ Sari, Hasrini; Salim, Airin Levina; Setiaboedi, Aditya Parama
Jurnal Sains Pemasaran Indonesia (Indonesian Journal of Marketing Science) Vol 20, No 1 (2021): Mei
Publisher : Master of Management Diponegoro University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14710/jspi.v20i1.1-17

Abstract

XYZ online shop is one of SMEs that sell women's shoes online. Since the first product was released in May 2018, XYZ online shop sales have increased. This encourages XYZ online shop’s owner dare to target high sales this year at 50,000 pairs. The main challenge that faced by XYZ online shop in achieving these targets is in conducting marketing activities. Marketing activities carried out by XYZ online shop is using social media marketing such as Facebook Ads. XYZ online shop’s owner still feels confused to formulate the target audience in making the ad, especially in determining the profile of target audience. First, cluster analysis is performed using fashion lifestyle variables as the basis for segmentation. Psychographic, demographic and purchasing behavior variables used to describe the cluster. Clusters that formed are indifferent with fashion, fashion oriented with regular purchase, dan fashion oriented with high purchase power. Fashion oriented with regular purchase cluster was chosen to become owner’s focus. Then, detailed targeting on Facebook Ads was designed based on the characteristics of the cluster. At last, ad test is carried out and the result is ad with detailed targeting profile audience has the lowest cost per result.
Perpindahan Merek (Brand Swithcing Behavior) Pada Air Minum Dalam Kemasan di Kota Pontianak Lestari, Mar'ah; Kurniari, Dewi; Fitrianti, Wanti
Jurnal Sains Pemasaran Indonesia (Indonesian Journal of Marketing Science) Vol 19, No 3 (2020): Desember
Publisher : Master of Management Diponegoro University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14710/jspi.v19i3.126-133

Abstract

The behavior of the displacement of the brand often happens in causes consumer dissatisfaction of the product, thus giving the brand image of the bad against the company's products. At the time the level of consumer involvement is low, consumers will tend to switch brands, looking for other brands out of the market and this situation puts the consumer in an effort to find other variations. Research objectives Analyze the factors that cause the behavior of the displacement of the brand (Brand Switching Behavior) on the purchase of bottled water in the City of Pontianak, on the 150 respondents were selected purposively. Data analysis using Structural Equation Modeling (SEM). The results showed that on the factor of price and product attributes have a positive influence or significant effect on the behavior of the displacement of the brands of bottled water in the City of Pontianak. A positive effect is shown by the Price because Price is an important part in marketing strategy and is considered a consumer in terms of basic needs such as food and drink. The influence of the highest on the indicator of the price of the product with the indicator of the price of the product cheaper and diversification the price of diverse products, where the products with have the ability to compete in the price is a complete make consumers increasingly choose or consume the product, and the product attribute has significant effect with an indicator label and seal packaging that is attractive and safe, product color crystal clear and clean, and taste better on the tongue.
Creating Promotional Mix and Improving Physical Evidence to Attract Potential Customers of Suci Shoelab Bagaskara, Masyhuril Amri; Lupiyoadi, Rambat
Jurnal Sains Pemasaran Indonesia (Indonesian Journal of Marketing Science) Vol 20, No 3 (2021): Desember
Publisher : Master of Management Diponegoro University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14710/jspi.v20i3.180-184

Abstract

The increasing number of MSMEs in Indonesia creates even more competition among businesses, especially during the COVID-19 pandemic. This difficult situation causes a decline in revenue and forces MSMEs in Indonesia to find strategies to survive. This study aims at helping an MSME in the shoe laundry industry called Suci Shoelab. This study employs qualitative and business coaching methods. The data were collected through interviews with the MSME owners and the employees as well as questionnaires given to customers. Several analytical methods, namely Business Model Canvas (BMC), Porter's Five Forces analysis, PESTEL analysis, Service Marketing Mix, SWOT analysis, TOWS analysis, Gap analysis, and Pareto Analysis, were used to identify the problems and generate solutions. The findings revealed that the MSME had not promoted its products consistently and the location of Suci Shoelab was unknown to many potential customers. The MSME improved the promotional activity and placed signage to enhance its physical evidence to address this issue. Sales promotions and digital/internet marketing were also used for the promotional mix, and discount prices and drop stations were applied as promotional programs. For increasing its physical evidence, the MSME placed signage at the store to attract potential customers. After the solutions were applied, the sales of the MSME increase.
Konsekuensi Green Trust Terhadap Green Perceived Value, Green Perceived Risk dan Green Repurchase Intention Lisnaningrum, Destya; Sabihaini, Sabihaini; Ghofar, Abdul
Jurnal Sains Pemasaran Indonesia (Indonesian Journal of Marketing Science) Vol 19, No 2 (2020): September
Publisher : Master of Management Diponegoro University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14710/jspi.v19i2.62-74

Abstract

This study determine the effect of green perceived value and green perceived risk on green repurchase intention mediated by green trust in customers of The Body Shop products in the Special Region of Yogykarta. The independent variables are green perceived value and green perceived risk. The dependent variable is a green repurchase intention. Green trust is a mediating variable. The population in this study are customers of The Body Shop products. Sample collection is done by area sampling techniques by grouping DIY into 5 groups, namely Bantul, Gunungkidul, Kota Yogyakarta, Kulon Progo, Sleman and the purposive sampling with the criteria of having made at least 2 purchases of The Body Shop products number of 150 respondents. The data analysis method used in this study is structural equation modeling (SEM). The results of this study are If consumers feel the benefits of a product towards the environment is high, it will increase trust and repurchase in the product. If consumers have a negative perception of a product that is high it will reduce trust and reduce interest in repurchasing the product. Consumer trust in products can mediate consumer ratings of the benefits received, negative perceptions and repurchase in the product.
Analysis Digital Customer Satisfaction in Online Purchase Rezeki, Sry; Muliauwan, Shelly Christiana
Jurnal Sains Pemasaran Indonesia (Indonesian Journal of Marketing Science) Vol 20, No 2 (2021): September
Publisher : Master of Management Diponegoro University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14710/jspi.v20i2.102-109

Abstract

In this digital era, everything has switched to an online system, starting from shopping, vehicles, ordering food, everything can be done online, everything can be obtained easily, just install an application to support online activities, we can meet all our needs, with the sophistication of technology, of course it makes it easier for us at all times. We can take activities for example when we buy clothes online, it certainly makes it easier for us from going to the market or mall to get clothes, now we just have to sit at home, open the application and clothes or orders will arrive directly at the door This study was conducted to test the level of customer satisfaction in making online purchases where the researchers made direct observations by monitoring the ratings given by customers on the online shopping site that is widely used by the public, namely Shoppe. The research method used is a qualitative descriptive method in which data is obtained directly through interviews with shopee users and observing assessments given by customers in the shopee application. The results obtained from this study are that many people feel satisfied after shopping online because they consider online shopping can save time, effort and get cheaper prices than traditional markets.

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