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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 193 Documents
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PENGARUH VISUAL MERCHANDISING KKV GALAXY MALL SURABAYA TERHADAP REPURCHASE INTENTION DENGAN SHOPPING LIFESTYLE SEBAGAI VARIABEL MODERASI DAN IMPULSIVE BUYING SEBAGAI VARIABEL MEDIASI Pryono, Priscilla Amanda; Japarianto, Edwin; Henuk, Yohan Gunawan
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 Prasetiyo, Wildan Guretno; Akbar, Ridho Riadi
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) Pemasaran, Jurnal Manajemen
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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Page 20 of 20 | Total Record : 193

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