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INDONESIA
JURNAL SAINS PEMASARAN INDONESIA
Published by Universitas Diponegoro
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Articles 415 Documents
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Studi Kualitas Pelayanan Nasabah Pada Bank Mandiri Area Semarang Pahlawan Sutanto, Inggrid Benedicta; Sukresna, I Made
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.v20i1.53-72

Abstract

The objectives of this study are: (1). Assessing customer service quality in the aspects of tangibles, reliability, responsiveness, assurance, and empathy; (2). Assessing ways to increase customer satisfaction in order to achieve or exceed service targets. The type of data used is primary data which comes from 2 (two) groups of informants, namely customers and employees, with a purposive sampling method. The analysis tool uses a pure qualitative descriptive approach. The results of the study prove that: Customer satisfaction with the services provided by Bank Mandiri Semarang Pahlawan area regarding the dimensions of tangibles, reliability, responsiveness, assurance, and empathy is at the level of confirmation or satisfaction. Furthermore, how to increase customer satisfaction in order to achieve or exceed service targets by providing more attractive facilities, the number of front liner officers and queuing seats added, strategies to stay on time and fulfill obligations as marketing, increase cooperation with all departments.
Menginvestigasi Produktivitas Marketing Era 4.0 Pada Bank Mandiri Berbasis Jalur Pelanggan (Studi Pada KCP Semarang Sisingamangaraja) Widowati, Rahmani Tri Retno; Perdhana, Mirwan Surya
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.v19i3.188-203

Abstract

The purpose of this study is to determine the response of customers and the general public regarding customer lines (5A), determine the level of marketing productivity in the 4.0 era from the aspects of Purchase Action Ratio (PAR) and Brand Advocacy Ratio (BAR). The study was conducted with a sample / informant group of customers with a purposive sampling method of 30 people, and community group respondents with an accidental sampling method as many as 96 people. Customer path is measured from Aware, Appeal, Ask, Act, Advocade (5A) with mixed method analysis techniques. Research results: aware information sources, relationship and family recommendations, and personal experience. Regarding appeal, I really like the first time I found out / was offered a product. Demand ask, the informant is very confident of the products and actions taken to contact the service center. Actions, having high confidence then immediately decide to become a customer, the services he feels are also very satisfied. Demand advocate, proving that the informants are customers have very high loyalty, so they are willing to recommend to other parties. Marketing has a very high sales productivity, it can be seen from the PAR value of 0.98. A BAR of 0.99 indicates high sales growth, and at the same time proves that the marketing strategy is effective because there is very high customer loyalty.
Redefining Transformation Drivers in SMEs toward Business Performance with Covid-19 Situation in Indonesia Primadana, Ligasyah Arnanda; Ramdani, Muhammad Abdilah; Sahara, Shifa Hustima; Aprianingsih, Atik
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.v20i3.212-240

Abstract

The purpose of this study is to understand transformation drives using past research as the basis of argument on every variable with business performance as the measurement standard. The research using deep searching of journal databases, the output is conducting a conceptual framework. The transformation drivers in our conceptual framework have six factors namely organization, technology, consumer behavior, financial, external support, and network with the measure of success of that transformation drives using business performance. The result is that the past research supports all the purposes of points in the variable that can positively contribute to business performance.
Pengaruh Digital Guerilla Marketing Terhadap Brand Awareness By.U (Survei terhadap Followers Instagram @Byu.Id) Lika Pitaloka; Tetty Herawaty; Arianis Chan
Jurnal Sains Pemasaran Indonesia (Indonesian Journal of Marketing Science) Vol 21, No 1 (2022): Mei
Publisher : Master of Management Diponegoro University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14710/jspi.v21i1.47-62

Abstract

To increase and spread awareness in the marketing process there are various things that can be done one of them by using a guerrilla marketing approach through digital media or commonly known as digital guerilla marketing to spread awareness and increase engagement on social media. This research aims to find out the influence of digital guerilla marketing on brand awareness on #SultanMahbyUbas campaigns on Instagram followers @byu.id. The research method used is verifiable descriptive analysis with survey design. The population of the study is Instagram by followers. You by criteria have seen or known information about the campaign by. U with the theme '#SultanMahbyUbas' conducted by by.U. This survey was conducted to 100 respondents using  non probability sampling using purposive sampling. The results of this study state that there is a positive and significant influence of digital guerilla marketing on brand awareness.
Konsistensi Identitas Citra Merek Produk Vespa di Mata Pengguna Bunga Calystasia; Rahmawan Dwi Prasetya; Endro Tri Susanto
Jurnal Sains Pemasaran Indonesia (Indonesian Journal of Marketing Science) Vol 21, No 1 (2022): Mei
Publisher : Master of Management Diponegoro University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14710/jspi.v21i1.30-46

Abstract

Brand identity is an important aspect of a product. The identity of a product is able to give a distinct impression that sticks in the memory of consumers. This makes it easier for consumers to recognize a brand with other similar brands. These characteristics then reflect the value of the brand image itself. This study aims to identify the consistency of the Vespa scooter design character and analyze the identity formation of the Vespa scooter on the Vespa product brand image that has been formed. The method used is a qualitative method with a case study approach conducted by interview, questionnaire, and literature study. In this study, data were obtained and analyzed in detail for each character attribute of the Vespa scooter design from year to year. The results of the study prove that Vespa scooters have consistent design character attributes from year to year. The Vespa scooter itself always maintains the main frame with almost the same shape. The consistent shape of the main frame has become the identity of the Vespa scooter because it has been maintained until now.
Persepsi Konsumen dan Strategi Pemasaran dalam Pengembangan Agroindustri Tiwul Instan Produksi KWT Kenanga Ponorogo Agnes Ayu Rahmawati; Joni Murti Mulyo Aji
Jurnal Sains Pemasaran Indonesia (Indonesian Journal of Marketing Science) Vol 21, No 1 (2022): Mei
Publisher : Master of Management Diponegoro University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14710/jspi.v21i1.1-29

Abstract

KWT Kenanga is an agro-industry driver made from cassava in Sidoharjo Village by processing cassava into instant tiwul. However, the number of production and sales of instant tiwul product "KWT Kenanga" tends to fluctuate and the remaining product is relatively large every month. Promotion of their products is not intensively carried out so that the market share of instant tiwul is relatively narrow. The purpose of this study was to determine consumer perceptions to formulate a marketing strategy with the application of STP and marketing mix. The analytical methods used are IPA analysis, CSI analysis, crosstabs analysis, cluster analysis, and biplot analysis with a sample of 85 people. The results showed that: 1) Based on the IPA analysis, the attributes whose performance had met consumer expectations were the attributes of taste, price, and benefits, then the attributes that needed to be improved were the attributes of packaging design, texture, and color. Based on the CSI analysis, the overall consumer perception is classified as "satisfied" with a CSI value of 78.4%, 2) Based on the cluster analysis, the groups formed are 3 segments. Based on crosstabs analysis, significant variables include age, occupation, frequency of purchase, interest in re-consuming, so that the selected target market is cluster 1 and cluster 3. Based on the biplot analysis, the positioning that can be arranged is "Instant tiwul is an alternative food to replace rice that is sold at affordable prices but has several health benefits".
The Effect of Relationship Marketing and Promotion on Consumer Loyalty through Consumer Satisfaction Study on Shopee Users in Sumenep District Moh Rizal
Jurnal Sains Pemasaran Indonesia (Indonesian Journal of Marketing Science) Vol 21, No 1 (2022): Mei
Publisher : Master of Management Diponegoro University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14710/jspi.v21i1.%p

Abstract

With the development in information technology that is increasingly modern, the world of trade and business is also growing. This is a challenge for shopee to be able to continue to bring new innovations and maintain consumer loyalty. Therefore, considering the importance of providing convenience and security to buyers and sellers, it also provides promotions that can attract consumers to make purchases for buyers. Building strong and mutually beneficial relationships so that in the concept of relationship marketing, marketers strongly emphasize the importance of long-term good relationships with consumers. This research aims to determine the partial influence and mediation between relationship marketing and promotion on consumer satisfaction and consumer loyalty. The study used a non-probability sampling method with the spread of questionnaires online by 110 respondents. And research analysis techniques use Partial Least Square (PLS) with program 3.0. The results showed partially relationship marketing and promotion had a positive and significant effect on consumer satisfaction, relationship marketing and consumer satisfaction had a positive and significant effect on consumer loyalty. Promotions have a positive but insignificant effect on consumer loyalty. Consumer satisfaction is able to mediate between the influence of relationship marketing on consumer loyalty, while consumer satisfaction has not been able to mediate between the influence of promotion on consumer loyalty.Keywords: relationship marketing, promotion, consumer satisfaction, consumer loyalty
Systematic Literature Review: Peran Hashtag dalam Meningkatkan Visibilitas Konten Sosial Media (Studi Kasus: Instagram) Muhammad Alqi Fahrezi; Abdillah Al Mushauwir; Wildan Nur Rahman; Fitroh Fitroh
Jurnal Sains Pemasaran Indonesia (Indonesian Journal of Marketing Science) Vol 21, No 2 (2022): September
Publisher : Master of Management Diponegoro University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14710/jspi.v21i1.%p

Abstract

Media sosial menjadi salah satu platform yang tepat bagi para digital marketer untuk meningkatkan bisnis mereka, khususnya penggunaan sosial media yang kerap berkembang dari tahun ke tahun. Terdapat berbagai cara yang dapat digunakan guna mejangkau audiens yang luas, salah satunya penggunaan hashtag. Hashtag berperan penting dalam meningkatkan visibilitas konten sosial media, khususnya Instagram. Namun, penggunaan hashtag pada Instagram hanya dibatasi sebanyak 30 hashtag saja, oleh karena itu, pemilihan hashtag harus dilakukan secara maksimal. Dalam penelitian ini ditemukan 200 jurnal terkait yang sebagian besar terindeks di Scopus dengan menggunakan bantuan aplikasi Publish or Perish 8 dengan kata kunci “Instagram Hashtag”. Peneliti juga mencoba mencari sumber lain seperti buku atau laman situs web. Hasil dari penelitian menunjukkan bahwa hashtag memang memiliki peran penting dalam meningkatkan user-engagement dan visibilitas konten, hal ini dibuktikan dimana topik mengenai bisnis retail mengalami momentum besar karena penggunaan hashtag. Selain itu, dijelaskan juga perspektif 3L yang dapat membantu para pelaku bisnis atau digital marketer dalam menganalisis hashtag dan hal apa yang harus mereka lakukan sebelum memilih hashtag untuk digunakan pada konten yang akan mereka publikasikan.
Brand Reputation and Emotional Attachment of Customers in Selected Quoted Deposit Money Banks in Asaba, Delta State, Nigeria ugo chuks okolie; Oyovwevotu Vincent Erakpotobo
Jurnal Sains Pemasaran Indonesia (Indonesian Journal of Marketing Science) Vol 21, No 2 (2022): September
Publisher : Master of Management Diponegoro University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14710/jspi.v21i2.180-194

Abstract

The purpose of this study is to look at the impact of brand reputation on customer emotional attachment in a few selected quoted deposit money banks in Asaba, Delta State, Nigeria. In order to investigate the variables, the study used a cross-sectional survey. The primary source of data was a self-administered questionnaire that yielded 73 valid responses. The Spearman correlation and multiple regression statistics were used to assess the hypotheses. The tests were conducted with a 95% confidence interval and a significance level of 0.05. Customers' emotional attachment to selected quoted deposit money banks in Asaba, Delta State, Nigeria is favorably and considerably influenced by brand reputation, according to the findings of the study. The research also found that good brand satisfaction, affection and identification were associated with quoted deposit money banks in Asaba, Delta State. The study suggests, among other things, that bank executives ensure that they can be easily distinguished from their competitors by carefully crafting an identity that is distinct from their competitors' and clearly communicating their performance history and reputation to customers and the general public.
Comparative Analysis of Post Office Service Quality with JNE in Purworejo Niko Dwi Haryanto
Jurnal Sains Pemasaran Indonesia (Indonesian Journal of Marketing Science) Vol 21, No 2 (2022): September
Publisher : Master of Management Diponegoro University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14710/jspi.v21i2.113-125

Abstract

The hardest thing for a company to do is to assess the quality of its service with competitors in the same sector, most companies only assess the quality of service to their own customers, and it makes it difficult for companies to grow and develop, especially for the post office in the midst of many other expedition services and one of them is JNE. The scope of the research is Purworejo, Central Java. The number of samples is 110 people consisting of 55 Pos and JNE customers. The sampling technique used was accidental sampling. The data testing technique uses validity and reliability tests. The analysis technique used in this study is carried out using the Customer Zone of Tolerance Quality (CZSQ) which is integrated with Importance Performance Analysis (IPA) and becomes CZSQ-IPA (CZIPA). The results showed that Pos with the CZIPA matrix method, there were 3 attributes in quadrant 1, 4 attributes in quadrant 2, 5 attributes in quadrant 3 and 6 attributes in quadrant 4. The conclusions in this study indicate that there are 2 main priorities for improvement, namely responses to suggestions and complaints from customers with d value of -3.04 and the ability of employees to solve customer problems with a d value of -2.14.

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