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JURNAL SAINS PEMASARAN INDONESIA
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Articles 415 Documents
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PENGARUH DIFFERENTIATION STRATEGY MARKETING TERHADAP LOYALTY CUSTOMERS PADA KOPI FORE KOTA SURABAYA Wardaningsih, Elfiyah; Septiarini, Dina Fitrisia
Jurnal Sains Pemasaran Indonesia (Indonesian Journal of Marketing Science) Vol 25, No 3 (2025): Desember
Publisher : Master of Management Diponegoro University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14710/jspi.v25i3.%p

Abstract

The presence of coffee shops is currently getting intense public attention. There has been a stir in coffee shops that use the eco-friendly concept, and the selection and use of coffee beans can affect the taste and quality. Therefore, this study aims to determine the effect of Marketing Strategy Differentiation on consumer loyalty at Kopi Fore in Surabaya. This study will examine Green Marketing, Halal Label, Fear of Missing Out, and Media Marketing. The sample used in this study was 230 samples collected using a non-probability sampling method questionnaire with the criteria of being Muslim, at least 17 years old, having the Fore Coffee application, and having consumed the product at least 2 times. This study will use the Multiple Linear Regression analysis technique on IBM SPSS win 25. This study's results indicate a significant influence on the variables Green Marketing, Halal Label, Fear of Missing Out, and Media Marketing. Thus, this study is expected to be useful for related companies to maintain the concept they carry and provide satisfaction to them.Kehadiran gerai perkopian saat ini menjadi intensitas perhatian masyarakat. Saat ini telah gempar gerai kopi yang menggunakan konsep eco-friendly dan pemilihan dan penggunaan biji kopi dapat mempengaruhi rasa dan juga kualitas. Oleh karena itu, penelitian ini bertujuan untuk mengetahui pengaruh Diferensiasi Strategi Marketing terhadap loyalitas konsumen pada Kopi Fore kota Surabaya. Penelitian ini akan mengkaji terkait Green Marketing, Label Halal, Fear of Missing Out, dan Media Marketing. Sampel yang digunakan penelitian ini sebanyak 230 sampel yang dikumpulkan menggunakan kuesioner metode non probability sampling dengan kriteria beragama Islam, berusia minimal 17 tahun, mempunyai aplikasi Kopi Fore, serta pernah mengonsumsi produk minimal 2x. Penelitian ini akan menggunakan teknik analisis Regresi Linier Berganda pada IBM SPSS win 25. Hasil dari penelitian ini menunjukkan bahwa terdapat pengaruhsignifikan padavariabel Green Marketing, Label Halal, Fear of Missing Out, dan Media Marketing. Dengan demikian, penelitian ini diharapkan dapat bermanfaat bagi perusahan terkait untuk mempertahankan konsep yangdiusungdan memberikan kepuasan pelayanan kepada mereka.
FROM STORIES TO SALES: HOW STORYTELLING MARKETING AFFECTS PURCHASE DECISIONS THROUGH THE MEDIATING ROLE OF BRAND IMAGE Mandala, Mukti Arya; Aliyah, Kisti Nur
Jurnal Sains Pemasaran Indonesia (Indonesian Journal of Marketing Science) Vol 25, No 3 (2025): Desember
Publisher : Master of Management Diponegoro University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14710/jspi.v25i3.%p

Abstract

This study aims to analyze the effect of storytelling marketing on social media on the purchase decisions of Ventela shoes, with brand image as a mediating variable among Generation Z in Solo Raya. A quantitative method was employed, involving 100 respondents selected through purposive sampling. Data were collected via an online questionnaire distributed through Google Forms and analyzed using Structural Equation Modeling (SEM) with SmartPLS 3 software. The results revealed that storytelling marketing has a positive and significant effect on brand image (t-statistic = 25.371; p-value = 0.000) and purchase decisions (t-statistic = 5.603; p-value = 0.000). Furthermore, brand image was found to have a positive and significant effect on purchase decisions (t-statistic = 2.094; p-value = 0.037). In addition, brand image significantly mediates the relationship between storytelling marketing and purchase decisions (t-statistic = 2.038; p-value = 0.042). These findings indicate that Ventela’s storytelling marketing strategy on social media effectively enhances brand image and encourages Generation Z to purchase Ventela products.
PENGARUH STRATEGI PEMASARAN TERINTEGRASI TERHADAP KEPUTUSAN LAYANAN PRODUK DENGAN PERFORMA PERUSAHAAN SEBAGAI VARIABEL MODERASI HIDAYAT, HAYATUL
Jurnal Sains Pemasaran Indonesia (Indonesian Journal of Marketing Science) Vol 25, No 3 (2025): Desember
Publisher : Master of Management Diponegoro University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14710/jspi.v25i3.59-71

Abstract

Digital transformation has reshaped marketing paradigms; however, its implementation in 3T regions (frontier, outermost, and disadvantaged areas) faces challenges of infrastructure and resource limitations. This study aims to examine an integrated marketing strategy framework based on three core dimensions—consumer observation, internal analysis, and digital marketing—and to assess the moderating role of firm performance on service decision-making. A quantitative survey was conducted with 100 customers of Tab Komputer in Wamena, Papua Highlands, and the data were analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS) with SmartPLS 4.The findings reveal that firm performance does not moderate the relationships between marketing strategy or internal analysis and service decisions, as both variables exert a direct and significant influence. Conversely, firm performance negatively moderates the relationship between digital marketing and service decisions, indicating that the effectiveness of digital marketing decreases as corporate reputation and performance improve. This result aligns with the literature on brand equity, signaling theory, and advertising fatigue.Theoretically, this study extends the Resource-Based View and Dynamic Capabilities perspectives by emphasizing the role of internal capabilities and consumer observation in resource-constrained markets, while introducing the concept of restricted social space as an indirect resource influencing service decisions. Practically, the study recommends that SMEs in 3T areas adopt consumer-oriented strategies, strengthen internal analysis, and adjust the intensity of digital marketing according to their performance levels.
BUILDING TOURISM COMPETITIVENESS THROUGH A CUSTOMER-FOCUSED CULTURE: EVIDENCE FROM MANGGARAI BARAT, INDONESIA Wijanarko, Adrian; Sajili, Mohamad; Poetri, Keyka
Jurnal Sains Pemasaran Indonesia (Indonesian Journal of Marketing Science) Vol 25, No 3 (2025): Desember
Publisher : Master of Management Diponegoro University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14710/jspi.v25i3.72-87

Abstract

Manggarai Barat, designated as one of the country’s ten priority destinations and home to the UNESCO World Heritage Komodo National Park, was among the regions most severely affected by the COVID-19 outbreak, experiencing sharp declines in tourist arrivals and revenue. This study explores the establishment of a customer-centric culture in local tourism enterprises in Manggarai Barat, with a focus on leadership, organizational structure, employee empowerment, communication, and strategic orientation. Using a qualitative approach, it examines case studies of Komodo Snorkel and Puri Sari Beach Hotel through in-depth interviews with senior management.The findings highlight the unique challenges of small, community-based businesses operating with limited financial resources while competing in an increasingly globalized market. Unlike larger organizations, their ability to implement customer-centric practices is shaped by leadership expertise, global exposure, and regional networks. Leaders play direct roles in service delivery, adapt strategies to evolving tourist needs, and foster collaborative cultures. Customer feedback, personalized services, and employee motivation are essential in sustaining satisfaction and generating positive word-of-mouth. Overall, the study contributes to human resource and strategic management literature by demonstrating how locally rooted firms can adopt customer-centric practices to strengthen competitiveness and resilience in Indonesia’s tourism sector.
PERAN PUBLIC RELATIONS TELKOMSEL SEMARANG DALAM MEMBANGUN CITRA POSITIF DI MATA MASYARAKAT Prasetyantono, Anggito; Suryanto, Suryanto
Jurnal Sains Pemasaran Indonesia (Indonesian Journal of Marketing Science) Vol 25, No 3 (2025): Desember
Publisher : Master of Management Diponegoro University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14710/jspi.v25i3.%p

Abstract

Telkomsel is one of the largest cellular telecommunications operators in Indonesia and the first GSM operator in the country to launch postpaid services via Kartu HALO. The company offers three main GSM products: SimPATI (prepaid), Kartu AS (prepaid), and Kartu HALO (postpaid). Additionally, it provides wireless internet services through Telkomsel Flash. For over 15 years, Telkomsel has remained the market leader, supported by its slogan 'Begitu Dekat, Begitu Nyata,' which reflects its commitment to being close to customers through tangible services. To maintain its market leadership and a positive brand image, Telkomsel proactively defines its identity through strategic media relations. These initiatives include press conferences, press briefings, and special events involving both mass and social media. Furthermore, they regularly issue press releases to ensure consistent information flow. These routine activities are instrumental in fostering a positive public perception of the company."

Page 42 of 42 | Total Record : 415

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