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INDONESIA
JURNAL SAINS PEMASARAN INDONESIA
Published by Universitas Diponegoro
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Core Subject : Education,
Education
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Articles 409 Documents
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The Effect of Hedonic Shopping Value and Impulsive Buying on Flash Sale Abror, Mohammad
Jurnal Sains Pemasaran Indonesia (Indonesian Journal of Marketing Science) Vol 22, No 1 (2023): Mei
Publisher : Master of Management Diponegoro University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14710/jspi.v22i1.42-56

Abstract

The research purpose is to assess effects of hedonic shopping value and impulsive buying on flash sale. Online questionnaires were used to collect the data for this research, which resulted in 286 valid questionnaires. Analysis shows novelty, escapism, and impulsive buying dimensions of hedonic shopping value positively affect discounted product purchasing intention on flash sale. During flash sale, high intensity shopping activities while consumers focus more on the low prices or entertainment value. Meanwhile there are no studies In Indonesia that assess consumers shopping behavior towards flash sale. For this reason, the research is originally to contribute to the literature.
Minat Konsumen terhadap Produk Dalam Negeri melalui Sikap Etnosentrisme (Produk Elektronik Miyako) Oktavia, Tiara
Jurnal Sains Pemasaran Indonesia (Indonesian Journal of Marketing Science) Vol 21, No 3 (2022): Desember
Publisher : Master of Management Diponegoro University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14710/jspi.v21i3.212-223

Abstract

Seiring dengan berjalannya liberalisasi perdagangan dunia, pemerintah Indonesia lebih terbuka terhadap impor barang dari negara lain, terutama produk elektronik. Produk Miyako adalah produk yang dimiliki oleh anak bangsa Indonesia yang bertahan ditengah maraknya produk import elektronik. Untuk memperkuat strategi dan meningkatkan penggunaan produk lokal, perlu diketahui karakteristik etnik konsumen Indonesia. Tujuan utama dari penelitian ini adalah untuk mengetahui sikap etnosentrisme konsumen dan persepsi harga mempengaruhi sikap terhadap produk berdasarkan keputusan pembelian produk Miyako. Dalam melakukan pengukuran sampel peneliti menggunakan sebanyak 40 orang yang membeli produk Miyako di Kecamatan Sindang Kelingi, Kabupaten Rejang Lebong. Hasil dari penelitian mengatakan bahwa kedua variabel bebas memiliki pengaruh yang positif pada variabel sikap produk. Sebuah karakteristik sangat berpengaruh pada sikap produk dan secara tidak langsung bisa mempengaruhi keputusan pembelian. Memiliki hasil yang konsisten dengan penelitian sebelumnya, ditemukan bahwa sikap produk dapat mempengaruhi keputusan pembelian dan berfungsi sebagai variabel intervensi.
Strategi Pemasaran Usaha Kopi Bubuk Merek Liber.co (Studi Kasus UMKM Liber.co di Kecamatan Sambas Kabupaten Sambas) Savitri, Chery Andralea
Jurnal Sains Pemasaran Indonesia (Indonesian Journal of Marketing Science) Vol 22, No 1 (2023): Mei
Publisher : Master of Management Diponegoro University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14710/jspi.v22i1.1-18

Abstract

The liber.co ground coffee business is a business that processes local Sambas Liberika coffee beans into coffee powder products in standing pouch packaging. This effort can be the best priority in improving the economic welfare of coffee farmers and introducing local liberal coffee products throughout Indonesia and abroad. However, the marketing activities of the liber.co ground coffee business have not been maximally distributed, so it requires an effective distribution channel. This study aims to analyze and determine alternative marketing strategies for the liber.co coffee powder business in Sambas Regency. This research was analyzed in 3 (three) stages, namely, 1) the input stage which analyzed IFE and EFE, 2) the internal and external factor matching stage with SWOT, and the strategic decision stage using QSPM. Determining strategies using the QSPM method produces alternative strategies, namely developing and increasing product existence on websites and digital social media in marketing up-to-date products, maintaining product quality and durability to increase consumer satisfaction, and strengthening cooperation with distributors to coffee suppliers, expanding distribution or partners other work. These three strategies are alternative strategies chosen to support the marketing strategy of the liber.co brand ground coffee business in marketing activities. Keywords: Liber.co Ground Coffee, Marketing Strategy, IFE EFE Analysis, SWOT, QSPM
Designing A Digital Marketing Strategy for Bumbu Instan Noeya Products using Sostac Method Athfal, Muhammad; Wulandari, Sari; Aurachman, Rio
Jurnal Sains Pemasaran Indonesia (Indonesian Journal of Marketing Science) Vol 21, No 3 (2022): Desember
Publisher : Master of Management Diponegoro University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14710/jspi.v21i3.224-247

Abstract

Bumbu Instan Noeya is a SME that is engaged in the culinary field, especially wet instant spices. Bumbu Instan Noeya sells its products through offline stores, supermarkets, and several social media and E-Marketplaces. Since the Covid-19 pandemic broke out in Indonesia, there has been an increase in sales through digital media by 26%, namely on Facebook media, but on other digital media there has been no increase in sales. This happened because the use of digital media on Noeya instant spices has not been optimal. This study aims to design a digital marketing strategy for Bumbu Instan Noeya products using the SOSTAC method which is organized into six stages, namely situation analysis, objective, strategy, tactics, action, and control. In this study, the results of the design of a digital marketing strategy obtained are the creation and optimization of social media (Social media Marketing) as a marketing and sales medium and other strategies, namely Social Media Optimization, Content Marketing, Video Marketing, Podcasts, Influencer Marketing, and User Generated-Content. In addition, Bumbu Instan Noeya is also working with several Instagram accounts that support products produced by MSMEs and will also open an online store through the E-Marketplace platform.
The Effect of Festival Marketing on Consumer Perceptions at Shopee Double Days (Study on Wear Labels Consumer) Martaputri, Fadhila Hana
Jurnal Sains Pemasaran Indonesia (Indonesian Journal of Marketing Science) Vol 22, No 1 (2023): Mei
Publisher : Master of Management Diponegoro University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14710/jspi.v22i1.19-30

Abstract

This research is intended to find out whether Festival Marketing affects Wear Labels Consumer Perception at Shopee Double Days. This research was conducted using a descriptive quantitative method, the population is Wear Label customers. Research data have been collected through questionnaires with a sample of 100 respondents using purposive sampling with female population characteristics aged 15-35 years. Data analysis was performed with a simple linear regression test using SPSS 25.0. This study resulted in the finding that Festival Marketing has a positive and significant effect on Wear Labels Consumer Perception at Shopee Double Days with an influence of 40.6%.
Pengaruh Customer Satisfaction, e-service Quality, dan Trust terhadap e-wom Tokopedia di Indonesia Hananto, Brian Alvin; Indrawan, Indrawan
Jurnal Sains Pemasaran Indonesia (Indonesian Journal of Marketing Science) Vol 22, No 1 (2023): Mei
Publisher : Master of Management Diponegoro University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14710/jspi.v22i1.73-86

Abstract

This study aims to see the effect of customer satisfaction, e-service quality, and trust towards e-wom using Tokopedia as the research’s object. For this research, data is collected using an online questionnaire. The number of respondents for this research is 133. For data analysis, the author uses PLS-SEM using SmartPLS. This research results show that customer satisfaction and trust positively affect E-Wom, while E-service quality does not positively affect E-Wom.
Preferensi Konsumen terhadap Pembelian Produk Virgin Coconut Oil (Vco) di Kota Pontianak Kurniati, Dewi; Anggraysari, Diah; Aritonang, Marisi
Jurnal Sains Pemasaran Indonesia (Indonesian Journal of Marketing Science) Vol 21, No 3 (2022): Desember
Publisher : Master of Management Diponegoro University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14710/jspi.v21i3.272-282

Abstract

Community activities have been disrupted because they are facing  the Covid-19 pandemic, which can cause mild infections of the respiratory tract and lead to death. It is great important for the community to maintain a healthy immune system, such as consuming additional supplements of Virgin Coconut Oil. However, the knowledge of most people about VCO products and benefits is still very minimal, because there are many substitute products for herbal health supplements that are easily found by consumers in the online or offline market. The study was carried out in six sub-districts of Pontianak City with 45 respondents who were taken based on accidental sampling and analyzed using the Fishbein Multi-attribute method to identify product attributes and attributtes that are most considered by consumers in purchasing VCO products. The results showed the attributes that became consumer preferences in purchasing VCO products sequentially were the attributes of benefit (19.93), size (19.26), certification (19.05), nutrition (18.87), price (18.86 ), taste (18.75), label (18.56), scent (18.29), and shape (16.90). So therefore attributes of VCO products that are most considered by customers in making purchases are the attributes of benefits (19,93).
Pengaruh Brand Trust, Brand Equity, Brand Image dan Brand Ambassador terhadap Keputusan Pembelian Investasi Reksa Dana pada Aplikasi Bibit Sulistyo, Rofan Dwi
Jurnal Sains Pemasaran Indonesia (Indonesian Journal of Marketing Science) Vol 22, No 2 (2023): September
Publisher : Master of Management Diponegoro University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14710/jspi.v22i2.109-131

Abstract

One of the most popular digital investment is Bibit application, which offers an easy way to invest for beginners. The research was conducted by distributing questionnaires to 105 respondents. The data analysis technique uses multiple regression analysis with SPSS 25. It is concluded that Brand Trust and Brand Image partially have a significant effect, while Brand Equity and Brand Abassador partially have no significant effect on purchasing decisions. The simultaneous results show that all variables influence purchasing decisions, and the coefficient of determination
Peran dan Strategi Komunikasi Pemasaran Terpadu dalam Mengembangkan Citra SSB Pandanaran Febriyanto, Puput; Nurrachmad, Limpad
Jurnal Sains Pemasaran Indonesia (Indonesian Journal of Marketing Science) Vol 23, No 1 (2024): Mei
Publisher : Master of Management Diponegoro University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14710/jspi.v23i1.77-89

Abstract

Penelitian ini bertujuan untuk mengetahui peran dan strategi komunikasi pemasaran terpadu sekolah sepakbola. Penelitian ini menggunakan jenis penelitian deskriptif kualitatif yang melibatkan empat orang atlet, tiga orang masyarakat, dan satu pengurus sekolah sepakbola. Teknik pengumpulan data meliputi observasi, wawancara, dan dokumentasi. Diveifikasi keabsahan data dengan teknik trianggulasi data dan dianalisis dengan teknik reduksi data, penyajian data, dan penarikan kesimpulan. Hasil penelitian menunjukkan bahwa 1) komunikasi pemasaran terpadu memiliki peran dalam menyampaikan informasi tentang keberadaan SSB Pandanaran Boyolali. 2) strategi komunikasi pemasaran terpadu yang dilakukan SSB Pandanaran melalui bauran promosi yaitu iklan, pemasaran langsung, penjualan pribadi, pemasaran internet, dan hubungan masyarakat. 3) Kurangnya kesadaran dalam pembayaran menjadi kendala bagi pengurus SSB Pandanaran. 4) kultur sepakbola di Boyolali yang tidak kuat menjadikan tantangan untuk pengurus agar banyak masyarakat mengikuti dan bergabung ke SSB Pandanaran Boyolali. Berdasarkan hasil penelitian, penelitian ini menyarankan agar pengurus sekolah sepakbola memaksimalkan startegi komunikasi terpadu sehingga lebih banyak yang bergabung dan dapat menarik sponsor.
Pengaruh Content Marketing dan Influencer Marketing Terhadap Keputusan Pembelian Produk Skintific dengan Content Creation sebagai Variabel Intervening (Studi Kasus pada Pengikut Cut Rizki) Firdausi, Fitri Fathia
Jurnal Sains Pemasaran Indonesia (Indonesian Journal of Marketing Science) Vol 23, No 1 (2024): Mei
Publisher : Master of Management Diponegoro University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14710/jspi.v23i1.%p

Abstract

The development of technology has a major influence on the world of marketing. The phenomenon of the ease of using the internet and social media has led to the emergence of an unrealistic paradigm of beauty embedded in Indonesia, where women are required to be physically perfect, caused by society, family, friends, and the media. Instagram and Tiktok influencer Cut Rizki, often provides a voice in breaking down these beauty standards and motivating women to take care of their skin. And provides motivation that taking care of the skin is a form of self-love, not to cover up insecurity. So this study aims to analyze the effect of Content Marketing and Influencer Marketing on Purchasing Decisions for Skinific Products with Content Creation as an Intervening Variable. Conducted to 100 respondents, Cut Rizki's Instagram and Tiktok female followers who used Skintific products at least 2x in the last 6 months. The data analysis method used is SEM SmartPLS 3.0. The results found were: 1) Content Marketing has a positive and significant effect on the Content Creation variable; 2) Influencer Marketing has a positive and significant effect on Content Creation; 3) Content Marketing has no positive and significant effect on Purchasing Decisions; 4) Influencer Marketing has no positive and significant effect on Purchasing Decisions; 5) Content Creation has a positive and significant effect on Purchasing Decisions; 6) Content Marketing has a positive and significant effect on Purchasing Decisions through Content Creation; 7) Influencer Marketing has a positive and significant effect on Purchasing Decisions through Content Creation.

Page 37 of 41 | Total Record : 409

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