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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 206 Documents
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FROM SCROLLING TO SEARCHING: MODELING AFFORDANCES, CREDIBILITY, AND MISINFORMATION RISK IN GEN-Z’S TIKTOK-BASED F&B SEARCH BEHAVIOR Kembau, Agung Stefanus; Sander , Ongky Alex; Yunitalia, Yunitalia
Jurnal Manajemen Pemasaran Vol. 20 No. 1 (2026): APRIL 2026
Publisher : Institute of Research and Community Outreach - Petra Christian University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.9744/pemasaran.20.1.1-14

Abstract

TikTok increasingly functions as an experiential search environment for Indonesian Gen-Z, shaping how food and beverage information is evaluated and acted upon. This study examines how perceived affordances and perceived search value shape perceived credibility, and how credibility and search satisfaction, in turn, drive visit intention. It also tests whether perceived misinformation risk weakens the credibility–intention pathway. A cross-sectional survey of Gen-Z TikTok users in Greater Jakarta (N = 234) was analyzed using partial least squares structural equation modeling. Results show that search value (β = 0.35, p < .001) and affordances (β = 0.28, p < .001) increase credibility; credibility raises search satisfaction (β = 0.41, p < .001), and both credibility (β = 0.32, p < .001) and satisfaction (β = 0.37, p < .001) heighten visit intention. The model explains a substantial share of variance in visit intention (R² = 0.56) and exhibits predictive relevance. Moderation tests indicate that misinformation risk reduces the behavioral impact of credibility (β = −0.17, p = .008). The study contributes a coherent mechanism linking platform design and experiential value to credibility, satisfaction, and behavior, and identifies platform-level skepticism as a boundary condition for conversion. For managers, the findings imply that designing high-fit, low-friction discovery episodes and embedding transparent verification cues are essential to translate short video search into offline visits.
DIGITAL MARKETING EFFECTIVENESS, PERCEIVED TRUST, AND YAMAHA MOTORCYCLE PURCHASE DECISIONS Daud, Yenni; Halik, Johannes Baptista; Sambara, Kordiana
Jurnal Manajemen Pemasaran Vol. 20 No. 1 (2026): APRIL 2026
Publisher : Institute of Research and Community Outreach - Petra Christian University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.9744/pemasaran.20.1.46-63

Abstract

This study addresses the growing challenge of converting digital marketing exposure into actual purchasing decisions in the motorcycle industry, where consumer trust remains a critical issue. The research focuses on the role of perceived trust in linking digital marketing activities with Yamaha motorcycle purchase decisions. The objective of this study is to examine how digital marketing contributes to purchasing decisions through the mediation of perceived trust. A quantitative approach was employed using Partial Least Squares–Structural Equation Modeling (PLS-SEM) based on data collected from 80 Yamaha motorcycle users in Makassar through an online questionnaire. The results indicate that digital marketing significantly strengthens perceived trust, while perceived trust plays a decisive role in shaping purchasing decisions. The direct relationship between digital marketing and purchasing decisions is weak; however, digital marketing indirectly contributes to purchasing decisions through perceived trust, indicating a full mediation effect. These findings highlight that trust-oriented digital marketing strategies are essential for influencing consumer purchasing behavior in high-involvement products.
PERAN MEDIASI KEPERCAYAAN MEREK DAN MODERASI SERTIFIKASI HALAL PADA PENGARUH KUALITAS PRODUK TERHADAP MINAT BELI ULANG PRODUK KOSMETIK WARDAH BAGI WANITA MUSLIM DI SURABAYA Japarianto, Edwin; Henuk, Yohan Gunawan; Azzahroh, Shafira
Jurnal Manajemen Pemasaran Vol. 20 No. 1 (2026): APRIL 2026
Publisher : Institute of Research and Community Outreach - Petra Christian University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.9744/pemasaran.20.1.64-80

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh kualitas produk terhadap minat beli ulang, dengan mempertimbangkan kepercayaan merek sebagai variabel mediasi dan sertifikasi halal sebagai variabel moderasi. Fokus dari penelitian ini adalah wanita muslim di Surabaya yang aktif menggunakan produk Kosmetik Wardah. Dalam menguji hipotesis tersebut maka peneliti menyebarkan kuesioner menggunakan Google Form melalui media sosial seperti, WhatsApp, Instagram, dan Line, sehingga peneliti berhasil mendapatkan 100 responden yang dapat memenuhi kriteria sampel. Pada penelitian ini menggunakan pendekatan model struktural dengan teknik Partial Least Square melalui aplikasi SmartPLS sebagai alat penguji dan mengolah data. Hasil dari penelitian ini menunjukkan bahwa kualitas produk berpengaruh signifikan terhadap minat beli ulang dimana kepercayaan merek mampu memediasi hubungan antara kualitas produk dan minat beli ulang namun sertifikasi halal tidak memoderasi pengaruh antara kualitas produk dan minat beli ulang.
PENGARUH PROMOSI, SOCIAL MEDIA ENGAGEMENT TERHADAP PURCHASE DECISION PRODUK FASHION DI SHOPEE Tan, Yenny Kantasilo; Andreani, Fransisca; Aprilia, Adriana
Jurnal Manajemen Pemasaran Vol. 20 No. 1 (2026): APRIL 2026
Publisher : Institute of Research and Community Outreach - Petra Christian University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.9744/pemasaran.20.1.32-45

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh promosi, Social Media Engagement terhadap purchase decision produk fashion di Shopee. Penelitian menggunakan metode kuantitatif dengan regresi linier berganda dan melibatkan 180 responden Generasi Z yang pernah membeli produk fashion di Shopee. Hasil penelitian menunjukkan bahwa promosi memiliki pengaruh positif dan signifikan terhadap keputusan pembelian, demikian pula Social Media Engagement yang juga berpengaruh positif dan signifikan. Variabel promosi merupakan faktor yang paling dominan dalam mempengaruhi purchase decision. Temuan ini mengindikasikan bahwa strategi promosi seperti diskon, gratis ongkir, flash sale, dan kampanye tematik lebih efektif menarik minat konsumen dibandingkan keterlibatan di media sosial. Hasil penelitian ini menegaskan pentingnya penguatan strategi promosi dalam meningkatkan keputusan pembelian Generasi Z pada platform e-commerce Shopee.
WHEN WARMTH MATTERS MORE THAN EXPERTISE: THE ROLE OF STREAMER INTERACTION IN TRUST, SOCIAL PRESENCE, AND PURCHASE INTENTION IN INDONESIAN LIVESTREAM COMMERCE Weyna, Eilin Marcelita; Dini, Ovilya Nosavan; Salim, Sally; Anggraeni, Adilla
Jurnal Manajemen Pemasaran Vol. 20 No. 1 (2026): APRIL 2026
Publisher : Institute of Research and Community Outreach - Petra Christian University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.9744/pemasaran.20.1.15-31

Abstract

The rapid expansion of livestream commerce in Indonesia has intensified competition among streamers, making interaction quality and personal attributes critical determinants of consumers' purchase intentions. This study examines the effects of real-time interaction (responsiveness and interactivity) and streamer characteristics (attractiveness and expertise) on purchase intention, with trust and social presence serving as mediating variables. A quantitative research design was employed using an online survey of 300 Indonesian consumers with prior experience watching livestream shopping sessions. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) to test the hypothesized relationships within the Stimulus-Organism-Response framework. The findings indicate that responsiveness, interactivity, and streamer attractiveness significantly enhance trust and social presence, which in turn increase purchase intention. Streamer expertise directly influences purchase intention and social presence, but does not significantly influence trust. These results suggest that relational and interactional cues play a more prominent role than competence-based cues in shaping consumer responses during livestream shopping. The study contributes to the literature on trust formation in interactive digital environments and provides practical insights for optimizing livestream engagement and conversion strategies.
Front Matter (Cover, Editorial, Table of Content) Pemasaran, Jurnal Manajemen
Jurnal Manajemen Pemasaran Vol. 20 No. 1 (2026): APRIL 2026
Publisher : Institute of Research and Community Outreach - Petra Christian University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.9744/pemasaran.20.1.%p

Abstract

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Page 21 of 21 | Total Record : 206

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