cover
Article Per Year (5 Year)
All
Home Page
OAI Link
Editorial Team
Contact
Reviewer
Google Scholar
Contact Name
-
Contact Email
-
Phone
-
Journal Mail Official
-
Editorial Address
-
Location
Kota semarang,
Jawa tengah
INDONESIA
JURNAL SAINS PEMASARAN INDONESIA
Published by Universitas Diponegoro
ISSN : -     EISSN : -     DOI : -
Core Subject : Education,
Education
Arjuna Subject : -
Articles 409 Documents
 37   38   39   40   41 
Analisis Perceived Usefulness, Perceived Ease of Use, dan Perceived Risk terhadap Minat Pembayaran Quick Response Code Indonesian Standard (QRIS) Sajili, Mohamad
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.v24i1.77-91

Abstract

This research aims to determine perceptions regarding the use of QRIS as a digital-based payment system in Jakarta. The research method uses quantitative methods. This sample was taken using a questionnaire. The population in this sample is application users in Jakarta who use the QRIS application as a means of payment. The sample used in this questionnaire was 113 people, and the method of distributing the questionnaire was via Google Form which had been adjusted to the questions for each variable. Data analysis in this study used PLS-Sem. The research results show that there is a positive and significant influence between perceived ease of use and perceived usefulness on behavior of use. There is no influence between perception of security on behavior of use.
Analisis Efektivitas Iklan Melalui Media Sosial Tiktok di UMKM Jamu Mitra Sehat Munambar, Siwitri; Sadiyah, Fitria Naimatu; Nurfitri, Rosiana
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.v24i1.30-50

Abstract

The purpose of this research was to determine the effectiveness of advertising for the MSME product Jamu Mitra Sehat using the social media platform TikTok. The method used in this study was descriptive quantitative using the EPIC model. The data analysis tool utilized was Microsoft Excel. The results of the analysis indicated that the effectiveness of advertising conducted through TikTok social media using the EPIC model in each dimension fell within an effective range. The communication dimension received the highest average score compared to other dimensions, which was 4.20. The persuasion dimension obtained an average score of 4.19, while the empathy dimension received an average score of 4.10. The impact dimension had the lowest average score compared to the other three dimensions, with a score of 4.02. Overall, the analysis of advertising effectiveness across each dimension calculated using the EPIC Rate yielded a score of 4.13, indicating that the analysis of effectiveness was deemed effective
Influencer Credibility as A Source of Travel Information for Generation Z to Bali Nariyani, Ni Nyoman
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.v24i1.51-64

Abstract

The development of technology is increasingly rapid, so tourism business managers must keep up with existing technological developments. Social media, especially Instagram, is one of the most widely used platforms in the world, especially for Generation Z. However, some respondents use Instagram for information and entertainment and there is a problem that the information obtained is sometimes not in accordance with reality, especially tourist information. This shows that there is still a lack of credible influencer filtering used in disseminating information about a product or place. This study aims to examine the differences in the interests of Generation Z in assessing the credibility of influencers as a source of tourism information to Bali. In the study, the researcher used a quantitative approach with data analysis used, namely the Multivariate of Variance Test (MANOVA). The number of samples used was 110 respondents per type of tourist. The sampling technique is non-probability sampling with a purposive sampling approach. The results of the study revealed that both domestic and foreign tourist groups judged influencers by their attractiveness to create a feeling of trust in the content disseminated. Meanwhile, for the gender group, they have the same perspective in assessing the credibility of an influencer. 
Marketing Strategy of Fashion Course Program: Building Branding and Increasing Consumer Attraction at Fashion Institution Malang Widiyawati, Irva; Prasetya, Luhur Adi; Ichwanto, Muhammad Aris
Jurnal Sains Pemasaran Indonesia (Indonesian Journal of Marketing Science) Vol 24, No 2 (2025): September
Publisher : Master of Management Diponegoro University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14710/jspi.v24i2.32-52

Abstract

The study aims to find out the integrated marketing strategy in improving the institution's image, customer loyalty, and education program enrollment. The descriptive qualitative method used interviews with branch managers, sales coordinators, sales teams, and students of short and one-year course programs. Digital promotion through social media and attendance at local events successfully increased brand recognition by 35% on social media and 25% local event participation, building a professional and relevant image. Personalization strategies, such as schedule flexibility and quick response, increased student loyalty with a 30% increase in continuing education and a 45% satisfaction rate. The combination of value-based content on digital media and direct promotion through education fairs increased digital engagement by 50% and enrollment by 20%. Transparency of promotional information boosted prospective students' trust with 70% satisfaction, while quick response on digital platforms increased trust by 90% and clicks on promotional links by 35%. In conclusion, a holistic marketing strategy based on student needs and technology is the key to successfully strengthening the institution's image, increasing loyalty, and attracting new applicants. The results of this study offer strategic guidance for educational institutions facing increasing competition.
Studi Eksplorasi Pengaruh Influencer Instagram terhadap Niat dan Keputusan Pembelian Konsumen Azzahra, Naya Raila; Fitroh, Fitroh
Jurnal Sains Pemasaran Indonesia (Indonesian Journal of Marketing Science) Vol 24, No 2 (2025): September
Publisher : Master of Management Diponegoro University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14710/jspi.v24i2.53-72

Abstract

This research examines the role of Instagram influencers in shaping consumer purchase intentions and decisions, focusing on various product categories like fashion, beauty, and electronics. Influencer marketing, particularly through micro and macro influencers, has proven to be a powerful strategy in digital marketing due to the emotional engagement influencers foster with their followers. Factors such as the influencer's trustworthiness, the type of content shared (whether informative or entertaining), and the frequency of collaborations play a critical role in shaping consumer preferences and purchase actions. Using a descriptive approach and literature review methodology, the study synthesizes findings from various academic sources published between 2018 and 2024, accessed via Scopus, Web of Science, and Google Scholar. The research highlights that micro-influencers are more effective in building long-term brand loyalty, due to their authentic and personal relationships with their audiences. In contrast, macro-influencers, while effective in increasing brand awareness and influencing short-term purchase decisions, tend to have a more transactional and less emotional impact. The study underscores the importance of emotional connection in influencer marketing and provides valuable insights for marketers looking to leverage Instagram influencers in digital campaigns.
ANALISIS KUALITAS LAYANAN ONLINE FOOD DELIVERY DI WILAYAH TASIKMALAYA MENGGUNAKAN METODE E-SERVQUAL Yasin, Muhammad Yahya; Salamah, Risa Ardila; Hakim, Muhamad Akil; Assalam, Muhammad Nabil; Mutia, Marsya; Prehanto, Adi
Jurnal Sains Pemasaran Indonesia (Indonesian Journal of Marketing Science) Vol 24, No 2 (2025): September
Publisher : Master of Management Diponegoro University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14710/jspi.v24i2.73-87

Abstract

Perkembangan teknologi informasi dan telekomunikasi di Indonesia telah mengubah banyak aspek kehidupan, termasuk bisnis layanan pesan-antar makanan berbasis aplikasi. Layanan ini terus berkembang pesat, termasuk di wilayah Tasikmalaya, seiring dengan meningkatnya penetrasi internet dan adopsi teknologi digital. Namun, tantangan terkait kualitas layanan, seperti keterlambatan pengiriman dan ketidaktersediaan menu, masih sering dihadapi oleh konsumen. Penelitian ini bertujuan untuk menganalisis kualitas layanan online food delivery di Tasikmalaya menggunakan metode E-ServQual, yang melibatkan tujuh dimensi, yaitu efisiensi, keandalan, pemenuhan, privasi, responsivitas, kompensasi, dan kontak. Berdasarkan analisis tersebut, penelitian ini mengeksplorasi bagaimana setiap dimensi memengaruhi tingkat kepuasan konsumen serta mengidentifikasi kendala dan solusi potensial untuk meningkatkan layanan. Hasil penelitian ini diharapkan dapat memberikan wawasan bagi online food delivery dalam meningkatkan kualitas layanan guna meningkatkan kepuasan dan loyalitas konsumen di masa depan.
THE EFFECT OF ENTREPRENEURIAL ORIENTATION, PARTNERSHIP, AND BRAND EQUITY ON BUSINESS PERFORMANCE IN MSMES IN SEMARANG CITY Pudjonarko, Cahyamas Arif Satria; Perdana, Mirwan Surya
Jurnal Sains Pemasaran Indonesia (Indonesian Journal of Marketing Science) Vol 24, No 2 (2025): September
Publisher : Master of Management Diponegoro University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14710/jspi.v24i2.88-99

Abstract

This study aims to analyze the influence of Entrepreneurial Orientation (EO), Partnership, and Brand Equity on Business Performance in MSMEs in Semarang City. The method used is quantitative with a SmartPLS approach. The results show that EO has a significant effect on Partnership, Partnership has a significant effect on Brand Equity and Business Performance, and Brand Equity also has a significant effect on Business Performance. This study emphasizes the importance of synergy among variables in improving the business performance of SMEs.  
DRIVING THE FUTURE: UNDESTANDING THE INTENTION TO PURCHASE ELECTRIC VEHICLES OF YOUNG PEOPLE Astuti, Septin Puji
Jurnal Sains Pemasaran Indonesia (Indonesian Journal of Marketing Science) Vol 24, No 2 (2025): September
Publisher : Master of Management Diponegoro University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14710/jspi.v24i2.1-18

Abstract

Car sales increase along with the increasing number of populations. Unfortunately, modern transportation has negative consequences to environment. This situation led world leader to encourage vehicle manufacturers to develop more environmentally vehicle such as electric car that produce less pollution. Jakarta is one on leading market of car in Indonesia can be the main target of the electric car. However, the electric car in Indonesia is categorized an early developed vehicle and the market is very limited. This study examines the intention of young people in Jakarta, Bogor, Depok, Tangerang, and Bekasi to purchase electric car. Technology Acceptance Model (TAM) is applied in this study. The result shows that all variable of TAM has significant contribution to purchase intention. The influence of perceived ease of use to perceived usefulness is significant. This in turns affect to attitude towards using electric vehicle that contributes to the intention to purchase electric vehicle.  
Strategi Branding Rockologist, Menjaga Loyalitas Konsumen dengan Mengabadikan Kisah Hidup dalam Wujud Perhiasan Buatan Tangan Nur Hidayatullah, Ayu Azizah Kusumawati
Jurnal Sains Pemasaran Indonesia (Indonesian Journal of Marketing Science) Vol 24, No 2 (2025): September
Publisher : Master of Management Diponegoro University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14710/jspi.v24i2.19-31

Abstract

This research discusses the branding strategy of Rockologist, a handmade jewelry brand from Yogyakarta, which puts forward the concept of “groundedness” to maintain customer loyalty. By connecting consumers with places, people and the past, Rockologist creates jewelry that is not only unique but also holds the customer's life story. Through strong narratives and local artisans' empowerment, the brand builds a deep emotional connection with its consumers. This research uses a qualitative approach with in-depth interviews to understand the consumer experience and the products' impact. The results show that handmade jewelry's emotional and historical value can increase consumer satisfaction and loyalty.

Page 41 of 41 | Total Record : 409

 37   38   39   40   41 

Filter by Year

2002 2025


Reset
Filter By Issues
All Issue Vol 24, No 2 (2025): September Vol 24, No 1 (2025): Mei Vol 23, No 3 (2024): Desember Vol 23, No 2 (2024): September Vol 23, No 1 (2024): Mei Vol 22, No 3 (2023): Desember Vol 22, No 2 (2023): September Vol 22, No 1 (2023): Mei Vol 21, No 3 (2022): Desember Vol 21, No 2 (2022): September Vol 21, No 1 (2022): Mei Vol 20, No 3 (2021): Desember Vol 20, No 2 (2021): September Vol 20, No 1 (2021): Mei Vol 19, No 3 (2020): Desember Vol 19, No 2 (2020): September Vol 19, No 1 (2020): Mei Vol 18, No 3 (2019): Desember Vol 18, No 2 (2019): September Vol 18, No 1 (2019): Mei Vol 17, No 3 (2018): Desember Vol 17, No 2 (2018): September Vol 17, No 1 (2018): Mei Vol 16, No 3 (2017): Desember Vol 16, No 2 (2017): September Vol 16, No 1 (2017): Mei Vol 15, No 02 (2016): September Vol 15, No 01 (2016): Mei Vol 15, No 3 (2016): Desember Vol 14, No 3 (2015): Desember Vol 14, No 2 (2015): September Vol 14, No 1 (2015): Mei Vol 13, No 3 (2014): Desember Vol 13, No 2 (2014): September Vol 13, No 1 (2014): Mei Vol 12, No 3 (2013): Desember Vol 12, No 2 (2013): September Vol 12, No 1 (2013): Mei Vol 11, No 3 (2012): Desember Vol 11, No 2 (2012): September Vol 11, No 1 (2012): Mei Vol 10, No 3 (2011): Desember Vol 10, No 2 (2011): September Vol 10, No 1 (2011): Mei Vol 9, No 3 (2010): Desember Vol 9, No 2 (2010): September Vol 9, No 1 (2010): Mei Vol 8, No 3 (2009): Desember Vol 8, No 2 (2009): September Vol 8, No 1 (2009): Mei Vol 7, No 3 (2008): Desember Vol 7, No 2 (2008): September Vol 7, No 1 (2008): Mei Vol 6, No 3 (2007): Desember Vol 6, No 2 (2007): September Vol 6, No 1 (2007): Mei Vol 5, No 3 (2006): Desember Vol 5, No 2 (2006): September Vol 5, No 1 (2006): Mei Vol 4, No 3 (2005): Desember Vol 4, No 2 (2005): September Vol 4, No 1 (2005): Mei Vol 3, No 3 (2004): Desember Vol 3, No 2 (2004): September Vol 3, No 1 (2004): Mei Vol 2, No 3 (2003): Desember Vol 2, No 2 (2003): September Vol 2, No 1 (2003): Mei Vol 1, No 3 (2002): Desember Vol 1, No 2 (2002): September Vol 1, No 1 (2002): Mei More Issue