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INDONESIA
JURNAL SAINS PEMASARAN INDONESIA
Published by Universitas Diponegoro
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Articles 415 Documents
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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
Analisis Faktor Intensi Berlangganan dan Keberlanjutan Pengguna Over-The-Top (OTT) Berdasarkan Teori Uses And Gratification Dengan Structural Equation Modelling Manik, Audrey Aurelya; Aristio, Andre Parvian
Jurnal Sains Pemasaran Indonesia (Indonesian Journal of Marketing Science) Vol 22, No 3 (2023): Desember
Publisher : Master of Management Diponegoro University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14710/jspi.v22i3.187-227

Abstract

The over-the-top (OTT) video streaming platform, with all its convenience and speed, has changed the way people watch conventionally via television or cinema to use electronic devices such as smartphones or laptops. The development of digital technology and services has given birth to innovation in the world of entertainment. One of them is the behavior of watching movies. The existence of a pandemic that limits social activities and space for public movement has certainly limited people's ability to travel and seek entertainment, one of which is watching the cinema. This situation has increased the use of OTT services where people can access entertainment services such as movies, shows, news, and more from anywhere and anytime without limits using the internet network. Based on this situation, the development of OTT is also increasingly widespread and developing in providing services so that it can always satisfy user needs. One of them, OTT platform offers a subscription package so users can access all the premium services in the OTT which obviously other users don't get for free. This research aims to examine further the factors that influence purchase intensity and user continuity in subscribing to OTT services. By using a quantitative approach in the form of a questionnaire survey and testing the research model with Partial Least Square – Structural Equation Modeling (PLS-SEM) as a methodology in research focused on Use and Satisfaction, this survey research identified eight variables based on Uses and Gratification Theory for OTT use: Convenient Navigability, Binge Watching, Relaxation, Social Interaction, Friendship, Voyeurism, and Information Search. The findings of this research indicate that gratification of entertainment, companionship, and voyeurism significantly influence the intention of OTT users to subscribe. Additionally, it was observed that pricing plays a crucial role in the purchase of OTT subscription packages, as users compare the price paid with the value of content provided on the OTT platform. However, there are other factors that do not significantly impact users' intention to subscribe and continue their subscription, which need further optimization by OTT companies. The prospects of this research is that it can be a reference and scientific development for OTT service companies in observing service quality based on the factors that influence purchase intensity and user sustainability in subscribing to OTT which will later be beneficial in developing the company's strategic and managerial steps in developing its business processes.
The Application of Brand Authenticity in Increasing Brand Trust in Crafting Brand Putri, Diva Amanda; Dirgantari, Puspo Dewi
Jurnal Sains Pemasaran Indonesia (Indonesian Journal of Marketing Science) Vol 23, No 2 (2024): September
Publisher : Master of Management Diponegoro University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14710/jspi.v23i2.165-172

Abstract

Brand authenticity has emerged as an important concept in branding and marketing research, representing the perception that a brand is genuine, reliable, and in line with its core values and identity, which can influence consumer purchasing decisions. This study aims to examine the application of brand authenticity in enhancing brand trust in the context of business brand crafting. The method used in this research is descriptive qualitative which allows an in-depth understanding of the role of brand authenticity on brand trust of one of the crafting businesses in Bandung, named Gift.in with direct interviews with business owners. the results show that the gift.in brand has not optimally implemented four important factors in building brand authenticity. These factors include consistency, transparency, value congruence and emotional connection.
Pengaruh Instagram Marketing terhadap Keputusan Pembelian pada Donat Madu Cihanjuang Dafitri, Shalsabilla
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.v22i2.100-108

Abstract

Donat Madu Cihanjuang is a franchise company engaged as a food provider that has been established since 2010, with its main product being donuts. The purpose of this study was to determine the influence of Instagram marketing on purchasing decisions at Donat Madu Cihanjuang. This study used a purposive sampling method. The population in this study were Instagram followers @donatmaduindonesia or consumers who had made purchases at Donat Madu Cihanjuang with 100 respondents. The data in this study were processed using the SPSS 26 application. The results of this study indicate that Instagram marketing has an influence on purchasing decisions.
Pendapatan dan Strategi Pemasaran pada Usaha Budidaya Ikan Cupang (Betta Splendens) di Kabupaten Mojokerto Pratama, Mohammad Aditya Budi
Jurnal Sains Pemasaran Indonesia (Indonesian Journal of Marketing Science) Vol 23, No 2 (2024): September
Publisher : Master of Management Diponegoro University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14710/jspi.v23i2.126-143

Abstract

Betta fish experienced a drastic decline in trend/popularity, previously experiencing a peak in popularity from October 2020 to early February 2021. The decline in trend of betta fish also affected the income and sustainability of betta fish cultivation in Mojokerto. The purpose of this research is to determine the difference in income from betta fish cultivation businesses in Mojokerto when the trend for betta fish is rising and decreasing, and to find out effective marketing strategies that can be applied to betta fish cultivation businesses in Mojokerto. This research uses analytical and comparative research methods, and this research analyzes primary data obtained from interviews with 12 respondents who are Betta fish cultivators in Mojokerto. The data was then analyzed using SWOT analysis, and income analysis. The research results show that the average income per month when betta fish trend increases is IDR. 80,658,121/month, to Rp. 7,417,288/month when trend for betta fish is decreasing. Then the strategy that can be implemented is to support aggressive strategic policies through the S-O (Strengths-Opportunities) strategy. These strategies include: cultivating and selling various types of quality betta fishs, strengthening and expanding local and export markets, and providing delivery guarantees for customers from outside region.
Faktor- Faktor yang Mempengaruhi Perilaku Konsumen terhadap Pembelian Buah-Buahan pada saat Pemberlakuan Pembatasan Kegiatan Masyarakat Darurat di Kota Pontianak Rindang, Kurnianto; Dolorosa, Eva; Maswadi, Maswadi
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.v23i1.36-52

Abstract

Consumer behavior is behavior exhibited by people in terms of planning, buying and using economic goods and services. Fruit is a horticultural product that has bright prospects so that it can be developed as a source of economic growth in the agricultural sector.  The CoronaVIrus Disease 2019 (Covid-19) lpandemic lhas lchanged many things such as cleanliness, health and changing human consumption patterns. lSince the lCovid-19 lpandemic entered lIndonesia, the fruits consumption campaign has continued to be intensified. Pontianak City is a city that enforces Pemberlakuan Pembatasan Kegiatan Masyarakat (PPKM). Seeing this situation, it is necessary to further investigate how consumer behavior towards purchasing fruits during emergency PPKM. The ldata in lthis study was lsecondary ldata with 133 respondents netted by purposive lsampling lmethod. The lvariables in lthis lstudyl are Cultural, Social, Personal and Psychological. Based on lthe lresults of research using factor analysis, it lcan be concluded lthat the lfactors that influenced consumer behavior towards purchasing fruits during the Imposition of Emergency Restrictions on Community Activities (PPKM) in Pontianak City consisted of 4 factors namely 4 in 1, Psychological, Individual, and Reference and Family. The most dominant factor is the Universal Factor. The indicators included in this factor are Geographic Area, Role and Status, Occupation, Perception, and Confidence and Establishment. 
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.
Analisis Pengaruh Adiksi dan Loyalitas pada Online PC Games untuk Meningkatkan Minat Pembelian di dalam Game Menggunakan Metode Partial Least Square-Structural Equation Modeling Aristio, Andre Parvian; Mudjahidin, Mudjahidin; Kautsar, Anugrah Cahya
Jurnal Sains Pemasaran Indonesia (Indonesian Journal of Marketing Science) Vol 22, No 3 (2023): Desember
Publisher : Master of Management Diponegoro University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14710/jspi.v22i3.228-236

Abstract

Dalam industri game yang berkembang pesat, jumlah pemain online PC game meningkat tajam selama pandemi COVID-19. Namun, pembelian dalam game tidak sebanding dengan popularitasnya. Oleh karena itu, penelitian ini fokus pada adiksi dan loyalitas pemain game serta pengaruhnya terhadap pembelian di dalam game. Tujuannya adalah untuk menganalisis variabel adiksi dan loyalitas dalam meningkatkan pembelian item di dalam game. Metode yang digunakan adalah Partial Least-Structural Equation Model (PLS-SEM) dengan pengambilan data melalui kuesioner yang disebarkan secara daring melalui berbagai media sosial. Hasil penelitian menunjukkan bahwa adiksi berpengaruh pada loyalitas pengguna dan loyalitas pengguna juga berpengaruh pada niat pembelian. Dengan demikian, pengembang game dapat memprioritaskan pengembangan fitur dalam game yang meningkatkan minat pembelian pengguna. Penelitian ini memberikan nilai tambah yang signifikan bagi perusahaan pengembang game dan dapat digunakan sebagai referensi dalam pengembangan strategi serta penelitian selanjutnya.
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.
Pengaruh Memorable Tourism Experience terhadap Kepuasan Wisatawan dan Niat Berkunjung Kembali di Desa Wisata Penglipuran Dewi, Mega Intan Puspita; Tirtawati, Ni Made; Liestiandre, Hanugerah Kristiono
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.v22i2.132-148

Abstract

Memorable Tourism Experience is one of the sources that can be an aspect of excellence for destinations because memorable experiences will last for a long time. This will have an impact on tourist satisfaction and increase tourist loyalty to revisit intention . In the Penglipuran Tourism Village, this study was done to ascertain the impact of memorable tourism experiences on tourist satisfaction and revisit intention. This study fills a gap in the prior research by examining the impact of memorable tourism experiences on tourist satisfaction and revisit intention in Penglipuran Tourism Village. The sampling technique uses purposive sampling technique by distributing questionnaires to 170 domestic tourists who have visited Penglipuran Tourism Village at least twice. This type of research uses a quantitative approach with sampling techniques through questionnaires with Likert scales and data analysis using SEM-PLS. The study's findings indicate that there is no significant direct influence between variables related to the memorable tourism experience and revisit intention, but there is a significant direct influence between memorable tourism experience and tourist satisfaction, and there is a significant direct influence between tourist satisfaction and revisit intention, as well as a significant direct influence between tourist satisfaction and the memorable tourism experience.

Page 38 of 42 | Total Record : 415

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