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INDONESIA
JURNAL SAINS PEMASARAN INDONESIA
Published by Universitas Diponegoro
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Core Subject : Education,
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Articles 415 Documents
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Strategi Pengembangan Minuman Serbuk Herbal (Studi Kasus pada Usaha Minuman Serbuk “Erma” di Kota Pontianak) Kurniati, Dewi; Kurniawan, Renaldi; Aritonang, Marisi
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.v23i2.144-153

Abstract

The study aims to determine the right method for the development of  “Erma” powder herbal drink business in Pontianak City. Methods of the variables by analyzing using SWOT and SWOT matrix analysis. The results of study shows that alternative strategy for business development is to maintain product quality to improve marketing, expand product marketing innovation through social media sales, increase the quality and of production. Based on the SWOT analysis of the business position in quadrant I. The strategies that need to be implemented are; support an aggressive strategy, the strength possesses by taking advantage of existing opportunities leads to profit.  
Analysis of The Influence of Profit Value and Restaurant Ambience on Return Visit Intention Mediated by Customer Satisfaction (A Case Study of Restaurant Consumers in Surakarta) Salsabila, Zahrotus
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.v22i2.87-99

Abstract

This study aims to analyze the effect of perceived value and restaurant atmosphere on customer satisfaction which will then influence customer intentions to revisit. Researchers used 151 people as a sample with the criteria of having eaten at a restaurant at least once. According to the criteria of the respondents who have been determined, the sampling method using purposive sampling. Data were analyzed using SEM-PLS and processed using Smart PLS 3. The findings verified the value of the benefits perceived by customers and the atmosphere of the restaurant had a significant positive effect on customer satisfaction. Customer satisfaction was confirmed as a significant positive effect on revisit intention.
Digital Marketing Strategy Navigation Assistance in an Effort to Strengthen Cigadung Village as a Sustainable Creative Tourism Destination Andari, Rini; Yuniawati, Yeni; Gitasiswhara, Gitasiswhara
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.v23i1.64-76

Abstract

The evolution of tourism as a result of the COVID-19 epidemic is inextricably linked to technological advancements in the digital era. Tourist interest in alternative tourism is a potential for tourist villages to expand at present time, but with limited human resources, tourist villages have obstacles in being recognized by the larger community. This difficulty may be solved by leveraging digital marketing, with the awareness that academics play a vital role in collaborating with tourism villages in order to achieve the welfare of local citizens. This study was conducted using training and mentoring methods for the manager of the creative tourism village of Cigadung where the process was carried out for one year starting with preparation, training, implementation, and mentoring. The findings revealed that training without practice and mentoring has no effect on local residents' ability to develop their tourism village; thus, the mentoring carried out has a significant impact on assisting local residents' difficulties in advancing the creative tourism village of Cigadung, which has a lot of tourism potential. In this assistance, managers are provided an awareness and aid regarding push and pull marketing using social media, blogs, and websites. The implementation of this assistance is expected to be a reference for academics in providing community service, where implementation and practice are the main things and are significant enough to have an impact in advancing the welfare of tourist villages compared to just doing the theater without getting real responses from local residents of tourist villages.
Strategi Customer Relationship Management Berbasis Influencer untuk Meningkatkan Loyalitas Konsumen pada Produk Kecantikan Lokal Maulana, Afrizal; Purnamasari, Lathiyfah Shanti; Srimukti, Adesty; Angelita, Kezia
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.v22i3.264-289

Abstract

In the era of rapidly growing social media, the use of influencer marketing and Customer Relationship Management (CRM) has become an important strategy in the beauty product industry. Brands rely on influencers to promote their products, while CRM focuses on building and maintaining customer relationships. However, the effective combination of these two strategies in the context of beauty products still requires deeper understanding. This study aims to analyze how CRM elements are integrated into influencer marketing practices and their impact on customer loyalty in the beauty product industry. This research uses a qualitative approach by conducting content analysis on social media. The data analyzed includes influencer posts, follower comments, and interactions between brands and customers. The results of the study show that beauty product brands adopt three main strategies in integrating CRM elements into influencer marketing. First, they use influencers from abroad to create big events that attract customer attention. Second, they chose beauty vloggers who were relevant to consumers to provide comprehensive reviews about the products. And third, they appoint celebrities to attract consumer attention. Relevant and meaningful interactions mainly occur through product review videos conducted by beauty vloggers. This research provides practical guidance for beauty product brands in optimizing the use of influencer marketing and CRM elements. In addition, this research also contributes to the literature on social media marketing and customer relationship management in this digital era.
Impact of Korean Brand Ambassadors on Purchase Decisions at Tokopedia Safitri, Zidan Egi; Santoso, Muhammad Ragil; Rofilla, Asfa
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.v23i3.229-245

Abstract

This research examines the impact of Korean brand ambassadors on consumer purchasing decisions on Tokopedia using the Systematic Literature Review (SLR) method following the Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA) guidelines. Literature analysis from 2019 to 2024 shows that Korean brand ambassadors have a significant influence on consumer purchasing decisions, especially among the younger generation. Brand ambassadors not only increase purchasing interest, but also strengthen brand image, which ultimately increases consumer loyalty. This study also found that the effectiveness of brand ambassadors is influenced by other factors such as marketing strategies on social media, competitive product prices, and positive reviews from consumers. In addition, the integration of brand ambassadors with other marketing elements such as creative and relevant advertising content strengthens the emotional connection between consumers and brands. The results of this research emphasize the importance of synergy between the use of brand ambassadors and other marketing strategies in driving purchasing decisions on e-commerce platforms such as Tokopedia.
Analisis Faktor Yang Mempengaruhi Pengambilan Keputusan Pembelian Produk Scarlett Whitening Melalui Peran Influencer Marketing Mutiara, Arla Triza; Sukoco, Iwan; Barkah, Cecep Saaftul; Novel, Nurillah Jamil Achmawati
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.v22i3.174-186

Abstract

This research analyzes the decision-making process regarding the purchase of ScarlettWhitening skincare products through the role of influencer marketing. The researchutilized the Systematic Literature Review approach for its investigation. After conductingthe systematic literature review, the researchers discovered a total of 78 articles througha search conducted on Google Scholar. Subsequently, these articles were narroweddown to a final selection of 23 for descriptive analysis. The findings indicate that thefactors influencing the success of influencer marketing in influencing the purchasedecision of Scarlett Whitening products are trustworthiness, expertise, attractiveness,similarity, liking, and respect. The results of this study are expected to be considered byScarlett Whitening company in selecting influencers who align with these factors toencourage consumers to decide to purchase the product.
Advertising Styles In Embracing Marginal Segmentation: A Cultural Studies Perspective Pangestu, Perdana Putra
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.v23i2.154-164

Abstract

The concept of inclusivity, which blurs the idealized concept, is interpreted by brands as embracing marginalized segments of society to increase sales value and brand awareness. This realization emerges in advertising services that prominently feature marginalized segments, represented through actors and specific informational messages. The effectiveness of advertising with such a concept lies in its ability to address the issues faced by marginalized segments through a comprehensive understanding of advertising communication, behavior, and consumer segments. The objective of this article is to explore the advertiser's approach model in embracing marginalized segments, using a qualitative method to track and analyze relevant advertising releases, which are then examined through the lens of cultural studies. The results of this study demonstrate that advertisers adapt to market situations by considering various constructions of identity and the ideas that are currently present and will persist in society.
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.

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