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INDONESIA
Jurnal Manajemen Pemasaran
Published by Universitas Kristen Petra Surabaya
ISSN : 1907235X     EISSN : 2597615X     DOI : -
Core Subject : Economy,
Economics, Econometrics & Finance
Jurnal Managemen Pemasaran dipublikasikan secara berkala setiap tahun oleh Program Studi Manajemen Pemasaran Universitas Kristen Petra Surabaya. Tujuan Jurnal Manajemen Pemasaran adalah: 1. Menyebarluaskan pengetahuan, penemuan, dan pengembangan ilmu pemasaran secara teori maupun praktis melalui hasil-hasil riset. 2. Mengakomodasi hasil-hasil riset ilmiah denga dunia bisnis yang membutuhkan. 3. Memotivasi para peneliti pemasaran dan praktisi bisnis untuk mempublikasikan hasil temuan dalam bidangmya.
Arjuna Subject : -
Articles 8 Documents
 1 
Search results for , issue "Vol. 16 No. 1 (2022): April 2022" : 8 Documents clear
PERAN MEDIASI BUSINESS ADAPTIBILITY TERHADAP MARKETING CAPABILITY DAN INNOVATION CAPABILITY PADA UKM AMPLANG DI SAMARINDA Ratih Indriyani; Alvin Kurnia
Jurnal Manajemen Pemasaran Vol. 16 No. 1 (2022): April 2022
Publisher : Institute of Research and Community Outreach - Petra Christian University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.9744/pemasaran.16.1.24-31

Abstract

This study aims to observe the effect of marketing capability on innovation capability mediated by business adaptability with the research object of Amplang UKM in Samarinda. Amplang UKM is one of the most popular types of businesses in Samarinda and continues to grow. In this study, research data was obtained by distributing questionnaires to research respondents, namely the owners of Amplang SMEs in Samarinda collected as many as 100 respondents. The data obtained were then processed using data analysis techniques with the PLS model. The results show that marketing capability has an influence on business adaptability and innovation capability. This study also found that business adaptability has no effect on innovation capability. In this study it was also found that there was no mediating effect of business adaptability on the effect of marketing capability on innovation capability. Abstrak: Penelitian ini bertujuan untuk mengamati pengaruh dari marketing capability terhadap innovation capability yang dimediasi oleh business adaptability dengan obyek penelitian UKM Amplang di Samarinda. UKM Amplang merupakan salah satu jenis usaha yang populer di Samarinda dan terus berkembang. Dalam penelitian ini data penelitian diperoleh dengan penyebaran angket kepada responden penelitian yaitu pengelola UKM Amplang di Samarinda sebanyak 100 responden. Data yang diperoleh kemudian diolah menggunakan teknik analisis data dengan model PLS. Hasil penelitian menunjukkan bahwa marketing capability memiliki pengaruh terhadap business adaptability dan innovation capability. Dalam penelitian ini juga didapati bahwa business adaptability tidak berpengaruh terhadap innovation capability. Dalam penelitian ini juga ditemukan bahwa tidak terdapat pengaruh mediasi dari business adaptability terhadap pengaruh marketing capability terhadap innovation capability.
CUSTOMER WILLINGNESS TO PAY APLIKASI MUSIK JOOX REGULER DI INDONESIA Marvin Lee; Dhyah Harjanti
Jurnal Manajemen Pemasaran Vol. 16 No. 1 (2022): April 2022
Publisher : Institute of Research and Community Outreach - Petra Christian University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.9744/pemasaran.16.1.1-8

Abstract

This study examined the role of attitude toward paying, along with subjective norms and perceived behavioral control, to form the willingness of Indonesian consumers to pay Joox music application. Data were gathered by disseminating questionnaires to 394 respondents, then were analysed using Partial Least Square (PLS). The findings confirmed that perceived benefit, perceived sacrifice, and free mentality had a significant influence on attitude toward paying. The results also showed that attitude toward paying, subjective norm, and perceived behavioral control on customer willingness to pay. Abstrak: Penelitian ini menguji peran attitude toward paying bersama-sama dengan subjective norm dan perceived behavioral control terhadap customer willingness to pay pengguna aplikasi musik Joox di Indonesia. Data penelitian ini diperoleh dengan mendistribusikan kuesioner pada 394 responden, lalu diolah menggunakan Partial Least Square (PLS). Dari penelitian ini dapat disimpulkan bahwa perceived benefit, perceived sacrifice, dan free mentality berpengaruh terhadap attitude toward paying. Hasil penelitian juga menunjukkan bahwa attitude toward paying, subjective norm, dan perceived behavioral control membentuk kesedian konsumen untuk membayar aplikasi music Joox.
ENTREPRENEURIAL MARKETING START-UP MEDIA SIBER LOKAL KEMPALAN.COM DI JAWA TIMUR: STRATEGI MENUJU SUSTAINABILITY? Freddy Mutiara
Jurnal Manajemen Pemasaran Vol. 16 No. 1 (2022): April 2022
Publisher : Institute of Research and Community Outreach - Petra Christian University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.9744/pemasaran.16.1.16-23

Abstract

Entrepreneurial marketing is marketing practices for small companies and start-ups that grow through entrepreneurial activities in the midst of limited company resources and the uncertainty of business environment. In research using qualitative research methods through descriptive case studies, it was found that entrepreneurial marketing plays an important role in the operational success of cyber media start-up company Kempalan.com. Intuitively, agilely, and innovatively according to the dynamics of business environment faced by cyber media Kempalan.com, entrepreneurial marketing plays a role in building the company's competitiveness in the industry. In addition to carrying out entrepreneurial marketing, Kempalan.com needs to scale-up and achieve business economies of scale for the company's sustainability in the future. Abstrak: Entrepreneurial marketing merupakan praktik pemasaran perusahaan kecil dan start-up yang bertumbuh melalui aktivitas kewirausahaan di tengah keterbatasan sumber daya perusahaan dan ketidakpastian lingkungan bisnis. Dalam penelitian menggunakan metode penelitian kualitatif melalui studi kasus deskriptif ditemukan bahwa entrepreneurial marketing berperan penting dalam keberhasilan operasional perusahaan start-up media siber Kempalan.com. Secara intuitif, agile, dan inovatif sesuai dinamika lingkungan bisnis yang dihadapi media siber Kempalan.com, entrepreneurial marketing berperan membangun daya saing perusahaan di dalam industri. Selain menjalankan entrepreneurial marketing, Kempalan.com perlu melakukan scale-up dan mencapai skala ekonomi bisnisnya untuk keberlanjutan perusahaan di masa depan.
ANTECEDENTS OF ONLINE EXPERIENCE ON E-COMMERCE PLATFORM IN INDONESIA Edwin Kangagung; Nony Kezia Marchyta
Jurnal Manajemen Pemasaran Vol. 16 No. 1 (2022): April 2022
Publisher : Institute of Research and Community Outreach - Petra Christian University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.9744/pemasaran.16.1.32-36

Abstract

The developments of online technology in Indonesia had transformed how businesses approach Indonesian customers, leading to the rise of e-commerce. This research was conducted by distributing questionnaires to 196 respondents who are a leading e-commerce platform in Indonesia. Multiple regression analysis had been used to test the hypotheses. The study found that perceived usability, perceived enjoyment, and online social interaction had a significant positive effect on the online experience. This study helps online shopping platforms to understand the opportunity to enhance the online experience of their customers. Abstrak: Perkembangan teknologi online di Indonesia telah mengubah cara bisnis dalam memikat pelanggan, yang mengarah pada lahirnya e-commerce. Penelitian ini dilakukan dengan mendistribusikan angket penelitian kepada 196 responden dari salah satu platform e-commerce terkemuka di Indonesia. Analisis regresi berganda digunakan untuk menguji hipotesis penelitian. Hasil penelitian ini menunjukkan bahwa perceived usability, perceived enjoyment, dan online social interaction memiliki pengaruh positif terhadap online experience. Hasil penelitian ini membantu platform online shopping untuk memahami kesempatan dalam meningkatkan pengalaman berbelanja online bagi para pelanggan.
PENGARUH BRAND ATTACHMENT TERHADAP REPURCHASE INTENTION DENGAN BRAND COMMITMENT SEBAGAI VARIABEL INTERVENING PADA CUSTOMER CRUNCHAUS SALADS Agnes Fonny; Trixie Nova Bella Tandijaya
Jurnal Manajemen Pemasaran Vol. 16 No. 1 (2022): April 2022
Publisher : Institute of Research and Community Outreach - Petra Christian University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.9744/pemasaran.16.1.37-48

Abstract

Nowadays, business competition have been increasingly fierce. Brands must be able to establish close relationships with consumers to win the market. One of the customer-brand relationships that can bind both sides to touch the psychological side of consumers is brand attachment. This study aims to analyze the effect of brand attachment on repurchase intention with brand commitment as an intervening variable on Crunchaus Salads customers. The results of this study prove that the consumer's attachment and commitment to the brand can affect the repurchase behavior of the brand. Abstrak: Semakin ketatnya persaingan bisnis saat ini, menjadikan brand harus mampu menjalin hubungan relasi yang dekat dan erat dengan konsumen agar brand dapat memenangkan pasar. Salah satu hubungan relasi antara customer-brand yang mampu mengikat kedua pihak hingga menyentuh sisi psikologis konsumen adalah brand attachment. Penelitian ini bertujuan untuk menganalisa pengaruh brand attachment terhadap repurchase intention dengan brand commitment sebagai variabel intervening pada customer Crunchaus Salads. Hasil penelitian ini membuktikan bahwa keterikatan dan komitmen konsumen terhadap brand dapat mempengaruhi perilaku pembelian ulang pada brand tersebut.
ANALISA PENGARUH PERCEIVED EASE OF USE DAN MELALUI PERCEIVED ENJOYMENT TERHADAP BEHAVIOR INTENTION PADA DIGITAL PAYMENT Feliana Monica; Edwin Japarianto
Jurnal Manajemen Pemasaran Vol. 16 No. 1 (2022): April 2022
Publisher : Institute of Research and Community Outreach - Petra Christian University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.9744/pemasaran.16.1.9-15

Abstract

The development of information technology in the country of Indonesia continues to experience progress so that the emergence of various breakthroughs in the financial sector. Electronic payment facilities (e-wallet) as one of the developments in the field of financial technology has experienced a rapid increase and is a trend for the people of Indonesia. The various conveniences offered to make everyone very dependent on technology, so e-wallet applications have become a basic necessity for everyone. This study aims to analyze the effect of perceived ease of use on behavioral intention through perceived enjoyment  as an intervening variable on digital payments. The final results obtained in this study indicate that perceived ease of use has a positive effect on behavioral intention, perceived ease of use also has a positive effect on perceived enjoyment, as well as perceived enjoyment has a positive effect on behavior intention. Abstrak: Perkembangan teknologi informasi di negara Indonesia terus mengalami kemajuan sehingga munculnya berbagai terobosan baru di bidang finansial. Sarana pembayaran elektronik (e-wallet) sebagai salah satu perkembangan di bidang financial technology telah mengalami peningkatan pesat dan menjadi kecenderungan bagi masyarakat Indonesia. Berbagai kemudahan yang ditawarkan membuat semua orang sangat bergantung pada teknologi, sehingga aplikasi-aplikasi e-wallet sudah menjadi kebutuhan dasar untuk semua orang. Penelitian ini bertujuan untuk menganalisa pengaruh dari perceived ease of use terhadap behavior intention melalui perceived enjoyment sebagai variabel intervening pada digital payment. Hasil akhir yang diperoleh dalam penelitian ini menunjukkan bahwa perceived ease of use memiliki pengaruh yang positif terhadap behavior intention, perceived ease of use juga memiliki pengaruh yang positif terhadap perceived enjoyment, begitu juga dengan perceived enjoyment memiliki pengaruh yang positif terhadap behavior intention.
Front Matter (Cover, Editorial, Table of Content) Jurnal Manajemen Pemasaran
Jurnal Manajemen Pemasaran Vol. 16 No. 1 (2022): April 2022
Publisher : Institute of Research and Community Outreach - Petra Christian University

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

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PENGARUH BRAND IMAGE DAN NUTRITION LABEL TERHADAP KEPUTUSAN PEMBELIAN MIE INSTAN LEMONILO: EFEK MODERASI ORIENTASI MAKANAN SEHAT Priscillia Angela Gunawan; Yohanes Sondang Kunto
Jurnal Manajemen Pemasaran Vol. 16 No. 1 (2022): April 2022
Publisher : Institute of Research and Community Outreach - Petra Christian University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.9744/pemasaran.16.1.48-56

Abstract

Despite perceived as high-calorie low-nutrient food, instant noodle is at top in most consumer’s list of food choice. Lemonilo, known for its contemporary food products, attempts to differentiate their instant noodle by marketing the noodle as a nutritious and natural food product. This study studied consumer perceptions on brand image and nutrition label and how these factors may affect buying decision of the product, and also include healthy food oriented as moderating effects to strengthen the research model. Data are from respondents who live in two metropolitan cities in Indonesia: Jakarta and Surabaya. We use quota sampling of 100 Lemonilo instant noodles consumers. This study plots brand image,  and nutrition label of Lemonilo instant noodles against its competitor. Multiple Linear Regression Model is applied to measure the effects of brand image and nutrition label on buying decision of Lemonilo instant noodle with healthy food oriented as a moderating effects.   Abstrak: Walaupun dipersepsikan sebagai makanan tinggi-kalori rendah-nutrisi, mie instan berada pada daftar teratas pilihan makanan bagi banyak konsumen. Lemonilo, yang dikenal karena produk makanan kontemporernya, melakukan diferensiasi mie instan produksi mereka dengan memasarkannya sebagai makanan yang bernutrisi dan natural. Studi ini mempelajari persepsi konsumen atas brand image dan nutrition label dan bagaimana faktor-faktor tersebut mempengaruhi keputusan pembelian mie instan Lemonilo, dan juga memasukan efek moderasi orientasi makanan sehat untuk memperkuat penelitian. Data berasal dari responden yang tinggal di dua kota metropolitan di Indonesia: Jakarta dan Surabaya. Peneliti menggunakan quota sampling dari 100 konsumen mie instan Lemonilo. Studi ini memetakan brand image dan nutrition label mie instan Lemonilo dibandingkan dengan kompetitor. Model regresi linier berganda diaplikasikan untuk mengukur pengaruh brand image dan nutrition label terhadap keputusan pembelian mie instan Lemonilo dengan efek moderasi orientasi makanan sehat.

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