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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 7 Documents
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Search results for , issue "Vol. 19 No. 1 (2025): APRIL 2025" : 7 Documents clear
PENGARUH ATRIBUT SOSIAL BUDAYA TERHADAP VIVID MEMORY DAN NIAT BERPERILAKU WISATAWAN MANCANEGARA DI KOTA YOGYAKARTA DAN SURABAYA Calvin Gwiantara Putra; Rivaldi Fernando Hododjoyo; Serli Wijaya; Regina Jokom
Jurnal Manajemen Pemasaran Vol. 19 No. 1 (2025): APRIL 2025
Publisher : Institute of Research and Community Outreach - Petra Christian University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.9744/pemasaran.19.1.72-84

Abstract

Penelitian ini bertujuan untuk mengukur pengaruh pengalaman sustainable tourism khususnya pada aspek sosial budaya terhadap vivid memory yang nantinya akan memengaruhi niat berperilaku dari para wisatawan mancanegara yang sedang dan telah berwisata ke Yogyakarta dan Surabaya. Penelitian ini menganalisa data dari 262 responden yang valid, yang merupakan wisatawan mancanegara yang sedang maupun pernah berkunjung ke Yogyakarta dan Surabaya, menggunakan teknik analisa data Partial Least Square (PLS). Hasil penelitian menunjukkan adanya pengaruh positif dan signifikan dari variabel sosial budaya terkait pariwisata berkelanjutan terhadap niat berperilaku, dengan Vivid memory sebagai mediator. Implikasinya, hasil penelitian ini dapat menjadi dasar dalam merumuskan kebijakan dan strategi yang lebih efektif untuk mempromosikan pariwisata berkelanjutan di Indonesia.
PENGARUH SOCIAL PRESENCE DAN SCARCITY TERHADAP IMPULSE BUYING MELALUI EMOTION PADA LIVE STREAMING E-COMMERCE SHOPEE LIVE Antonius Kevin Tedry; Diyah Tulipa
Jurnal Manajemen Pemasaran Vol. 19 No. 1 (2025): APRIL 2025
Publisher : Institute of Research and Community Outreach - Petra Christian University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.9744/pemasaran.19.1.31-45

Abstract

Penelitian ini bertujuan untuk menguji pengaruh dari Social Presence dan Scarcity terhadap Impulse Buying melalui Emotion dalam konteks live streaming e-commerce Shopee Live. Jumlah responden yang berhasil diperoleh dan diolah datanya sebesar 137 responden. Responden penelitian adalah berusia 17 tahun ke atas, domisili di Surabaya, pengguna Shopee Live dalam 3 bulan terakhir, dan pernah membeli produk fashion atau aksesoris. Alat yang dipakai untuk proses pengolahan data adalah pendekatan model struktural dengan teknik Partial Least Square (PLS-SEM). Hasil penelitian ini menunjukkan bahwa Emotion memediasi hubungan antara Social Presence dan Impulse Buying. Selain itu, Emotion juga memediasi hubungan antara Scarcity dan Impulse Buying.
INFORMATION INTEGRITY AND ELECTORAL CHOICES: UNDERSTANDING THE DYNAMIC OF NEWS, POLITICAL BRANDING, AND VOTING INTENTION Anastasia Arini Ekaputri; Aldo Biondy Roesli; R Venesia Putri Maridjan; Evelyn Hendriana
Jurnal Manajemen Pemasaran Vol. 19 No. 1 (2025): APRIL 2025
Publisher : Institute of Research and Community Outreach - Petra Christian University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.9744/pemasaran.19.1.1-13

Abstract

This study explores the relationship between news truthfulness, news credibility, source credibility, political brand trust, political brand image, and voting intention. The objective of this study is to understand how those factors collectively influence voters' perception and behavior. Using a quantitative approach, the data was collected through online surveys of 250 eligible voters in Indonesia, analyzed using Structural Equation Modeling (SEM). The results indicate that news truthfulness significantly increases both political brand trust and image. Meanwhile, source credibility positively influences trust, but does not notably affect brand image. Interestingly, news credibility increases political brand image without directly affecting trust. Furthermore, political brand image plays an important role in shaping voting intention, whereas political brand trust does not show a direct effect. By integrating those dimensions of political branding into one model, this study fills the gap in existing research and provides insights into the dynamics of voter behavior. This study suggests that political entities prioritize maintaining news truthfulness and the improvement of source credibility to build trust and create a positive brand image. Additionally political campaigns should adapt their communication strategies so that it is in line with the voter’s expectation in this complex media landscape for effective engagement and influence on electoral outcomes.
PENGARUH CITRA DESTINASI TERHADAP MINAT BERKUNJUNG KEMBALI DI KOTA BANYUWANGI Evelyn Tjahjono; Felix Gustav Wibowo; Fransisca Andreani; Adriana Aprilia; Yohanes Sondang Kunto
Jurnal Manajemen Pemasaran Vol. 19 No. 1 (2025): APRIL 2025
Publisher : Institute of Research and Community Outreach - Petra Christian University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.9744/pemasaran.19.1.60-71

Abstract

Banyuwangi merupakan salah satu destinasi wisata yang populer di Jawa Timur yang menawarkan keindahan alam kepada wisatawan. Penelitian ini bertujuan untuk mengetahui hubungan citra destinasi (citra kognitif dan afektif) dengan minat berkunjung kembali ke Banyuwangi. Penelitian ini merupakan penelitian kuantitatif. Data penelitian diperoleh dari distribusi kuesioner terhadap 133 responden. Teknik pengolahan data yang diterapkan adalah PLS-SEM. Hasil penelitian menunjukkan bahwa citra kognitif berpengaruh signifikan terhadap citra afektif dan minat berkunjung kembali ke Banyuwangi. Demikian juga didapati pengaruh signifikan antara citra afektif dan minat berkunjung kembali ke Banyuwanagi. Pengujian efek mediasi memberikan hasil adanya mediasi parsial dari citra afektif pada hubungan antara citra kognitif terhadap minat berkunjung kembali ke Banyuwangi.
PENGARUH VISUAL MERCHANDISING KKV GALAXY MALL SURABAYA TERHADAP REPURCHASE INTENTION DENGAN SHOPPING LIFESTYLE SEBAGAI VARIABEL MODERASI DAN IMPULSIVE BUYING SEBAGAI VARIABEL MEDIASI Priscilla Amanda Pryono; Edwin Japarianto; Yohan Gunawan Henuk
Jurnal Manajemen Pemasaran Vol. 19 No. 1 (2025): APRIL 2025
Publisher : Institute of Research and Community Outreach - Petra Christian University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.9744/pemasaran.19.1.46-59

Abstract

Penelitian ini bertujuan untuk menganalisa pengaruh Visual Merchandising KKV Galaxy Mall Surabaya terhadap Repurchase Intention dengan Shopping Lifestyle sebagai variabel moderasi dan Impulsive Buying sebagai variabel mediasi. Pengumpulan data untuk penelitian ini dilakukan dengan cara survey secara langsung di KKV Galaxy Mall dan online melalui Line, Whatsapp, dan Instagram. Jumlah responden yang berhasil diperoleh dan diolah datanya sebanyak 124 responden. Teknik analisis data yang digunakan adalah Partial Least Square (PLS). Hasil dari penelitian tugas akhir ini menunjukkan bahwa Visual Merchandising tidak berpengaruh signifikan terhadap Repurchase Intention, Visual Merchandising berpengaruh terhadap Impulsive Buying, Impulsive Buying berpengaruh terhadap Repurchase Intention, Impulsive Buying memediasi secara signifikan hubungan Visual Merchandising terhadap Repurchase Intention, dan Shopping Lifestyle tidak memoderasi hubungan Visual Merchandising terhadap Repurchase Intention customer KKV Galaxy Mall Surabaya.
FICTIONAL CHARACTER AS A BRAND PERSONALITY FOR PROMOTION IN THE INDONESIAN MARKET: A SYSTEMATIC LITERATURE REVIEW Wildan Guretno Prasetiyo; Ridho Riadi Akbar
Jurnal Manajemen Pemasaran Vol. 19 No. 1 (2025): APRIL 2025
Publisher : Institute of Research and Community Outreach - Petra Christian University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.9744/pemasaran.19.1.14-30

Abstract

The use of fictional characters in promotional campaigns has grown a lot in the last few years. Notable examples include Tomoro Coffee, UNIQLO, and Mobile Legends: Bang Bang, which have successfully incorporated characters from the anime series Jujutsu Kaisen into their marketing strategies. This trend aligns with Indonesia's substantial anime viewer base, which reached approximately 50 million in 2023 and continues to grow proportionally with population expansion. This study aims to explore the potential relationships between a fictional character, brand personality, and promotion via a systematic literature review using PRISMA 2020, analyzing 45 articles from major databases (Web of Science and Google Scholar), drawing on diverse website sources, especially case studies relevant to the Indonesian market. The results show that there are three key links between: (1) a fictional character and a brand's personality, empirical studies show fictional characters boost consumer engagement psychologically; (2) a brand's personality and a promotion, studies confirm human representatives shape marketing strategically; (3) a fictional character and a promotion, research affirms fictional characters' promotional impact. Utilizing a fictional character as a brand personality offers significant potential for product marketing in Indonesia, supported by the country's large anime fanbase. These findings should pave the way for more study into quantitative investigation into the identified relationships and creating the ideal fictional character to use as a brand personality in order to make advertising more effective in Indonesia. The practical implications of this study offer implementable knowledges for brands utilizing anime collaborations to enhance market penetration in Indonesia.
Front Matter (Cover, Editorial, Table of Content) Jurnal Manajemen Pemasaran
Jurnal Manajemen Pemasaran Vol. 19 No. 1 (2025): APRIL 2025
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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