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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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ANALISA SENSITIVITAS RESPON KONSUMEN TERHADAP EKSTENSIFIKASI MEREK BRAND EXTENSION PADA MARGARINE MEREK FILMA DI SURABAYA Diah Dharmayanti
Jurnal Manajemen Pemasaran Vol. 1 No. 2 (2006): OCTOBER 2006
Publisher : Institute of Research and Community Outreach - Petra Christian University

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (239.327 KB) | DOI: 10.9744/pemasaran.1.2.

Abstract

Filma margarine as one of brand extension that Sinar Mas Group Ltd from old product Filma cooking oil. If brand extension have been done is not exact it will be to threten previously product. The success of Filma cooking oil in the market make possible to trigger consumer to buy Filma margarine. To based on his background then examination to known how big the sensitivity and consumer respond toward brand extension to Filma margarine in Surabaya. The result of examination shows sensitivity consumer respond for brand extension from Filma cooking oil to Filma margarine is 5,86. Calculation the change of brand extension stimuli from cooking oil to margarine based on product atribute and phase from hierarchial of effect show positive score 71. Positive sign show that answering score from Filma margarine higher than or bigger than Filma cooking oil. It's mean stimuli for Filma margarine have been good responded by consumer. Abstract in Bahasa Indonesia : Keberhasilan minyak goreng merek Filma di pasaran dapat memicu konsumen untuk juga membeli margarine merek Filma. Margarine merek Filma merupakan hasil perluasan merek (brand extension) yang dilakukan oleh PT. Sinar Mas Group dari produk lama minyak goreng Filma. Penelitian ini bertujuan mengetahui seberapa besar tingkat sensitivitas respon konsumen terhadap kehadiran margarine merek Filma. Hasil penelitian menunjukkan sensitivitas respon konsumen terhadap brand extension dari minyak goreng menjadi margarine adalah 5,86 yang termasuk dalam kategori sensitif. Perubahan stimuli perluasan merek (brand extension) dari minyak goreng ke margarine Filma berdasarkan atribut produk dan tahapan hierarchi of effect menunjukkan nilai positif 71. Nilai positif ini menunjukkan bahwa stimuli yang melekat pada margarine Filma mendapat respon lebih tinggi dari para konsumen dibandingkan dengan minyak goreng Filma yang telah ada sebelumnya. Kata kunci: sensitivitas, respon, perluasan merek.
PENGARUH LINGKUNGAN KAMPUS TERHADAP MOTIVASI BELAJAR MAHASISWA (Studi Kasus Universitas Pelita Harapan Surabaya) Hastuti Naibaho; Firmanto Adi; Veryco .; Sugiarto .
Jurnal Manajemen Pemasaran Vol. 5 No. 1 (2010): APRIL 2010
Publisher : Institute of Research and Community Outreach - Petra Christian University

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (42.178 KB) | DOI: 10.9744/pemasaran.5.1.22-26

Abstract

Lingkungan kampus yang kondusif dapat mempengaruhi prestasi belajar mahasiswa sedangkan lingkungan kampus yang tidak sehat akan membuat siswa merasa stres, menurunnya motivasi belajar mahasiswa yang pada akhirnya mempengaruhi prestasi belajarnya.Tujuan dari penelitian ini untuk menemukan variable-variabel lingkungan kampus berdasarkan preferensi mahasiswa yang mempengaruhi prestasi belajar mereka. 166 mahasiswa Business School diminta memberikan unsure-unsur variable lingkungan kampus yang nyaman berdasarkan preferensi mereka. Berdasarkan jawaban dari responden, terdapat Sembilan variabel lingkungan kampus yang sesuai dengan teori yaitu ukuran ruang kelas, tata letak ruang kelas, kebersihan kampus, fasilitas internet, fasilitas perpustakaan, suhu udara di ruang kelas, tingkat kebisingan, hubungan antara mahasiswa, hubungan mahasiswa dengan dosen. Sembilan variable tersebut kemudian dimasukkan dalam kuesioner penelitian untuk mencari urutan preferensi tertinggi dan terendah. 157 mahasiswa (84 perempuan dan 73 laki-laki) diminta untuk menjawab kuesioner. Sembilan mahasiswa diambil sebagi pengujian validitas dan reliabilitas kuesioner. Hasil penelitian menunjukkan bahwa variabel lingkungan kampus yang dapat mempengaruhi prestasi belajar mereka dan yang mendapat peringkat tertinggi adalah hubungan antara dosen dan mahasiswa, urutan berikutnya adalah kebersihan kampus. Variabel yang mendapat urutan terendah adalah fasilitas internet.
ANALISA PENGARUH SELF IMAGE CONGRUITY, RETAIL SERVICE QUALITY, DAN CUSTOMER PERCEIVED SERVICE QUALITY TERHADAP REPURCHASE INTENTION DENGAN CUSTOMER SATISFACTION SEBAGAI VARIABEL INTERVENING DI BROADWAY BARBERSHOP SURABAYA Livia Margarita Widjiono; Edwin Japarianto
Jurnal Manajemen Pemasaran Vol. 9 No. 1 (2015): APRIL 2015
Publisher : Institute of Research and Community Outreach - Petra Christian University

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (282.408 KB) | DOI: 10.9744/pemasaran.9.1.35-42

Abstract

This study aims to analyze the influence of Self Image Congruity, Retail Service Quality, and Customer Perceived Service Quality on Repurchase Intention with Customer Satisfaction as intervening variable. This study uses 100 respondents and path analysis method. The research result obtained, there is no significant effect of Self Image Congruity on Customer Satisfaction, there is a significant effect of Retail Service Quality on Customer Satisfaction, there is no significant effect of Customer Perceived Service Quality on Customer Satisfaction, there is a significant effect of Customer Satisfaction on Repurchase Intention, there is a significant effect of Self Image Congruity on Repurchase Intention, there is a significant effect of Customer Perceived Service Quality on Repurchase Intention.
SEGMENTASI GAYA HIDUP PADA MAHASISWA PROGRAM STUDI PEMASARAN UNIVERSITAS KRISTEN PETRA Yohanes Sondang Kunto; Peter Remy Pasla
Jurnal Manajemen Pemasaran Vol. 1 No. 1 (2006): APRIL 2006
Publisher : Institute of Research and Community Outreach - Petra Christian University

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (349.697 KB) | DOI: 10.9744/pemasaran.1.1.

Abstract

Segmentation is not only applied in business sectors, but also in other sectors such as education sectors. In education sectors, segmentation can be utilized to reveal useful information about student's characteristics. Such information can be used as an input to develop academic programs which accommodate unique student's characteristic. We were interested to conduct a segmentation research on marketing students of Petra Christian University because this program is relatively new and still needs information about its student's characteristics in order to develop better academic programs. In this research, we used lifestyle variable as the segmentation base. We found that marketing student of Petra Christian University were divided into three segments, which we called Dynamic Student segment (39.8%), Identity Seekers Student segment (40.7%), and Conservative-Trendsetter Student segment (19.4%). Abstract in Bahasa Indonesia : Segmentasi tidak hanya digunakan dalam kegiatan bisnis saja tetapi telah berkembang ke berbagai bidang termasuk pendidikan. Dalam bidang pendidikan, segmentasi dapat digunakan untuk mendapatkan informasi yang berguna mengenai karakteristik peserta didik. Informasi tersebut dapat dijadikan bahan masukan untuk menyusun program-program akademik yang mengakomodasi keunikan karakter peserta didik. Penulis tertarik untuk meneliti segmentasi mahasiswa program studi pemasaran Universitas Kristen Petra karena program studi ini relatif baru dan masih banyak membutuhkan informasi mengenai karakter mahasiswanya untuk menyusun program-program akademik yang lebih baik. Dalam penelitian ini penulis menggunakan variabel gaya hidup sebagai dasar segmentasi. Dari penelitian ini terlihat bahwa mahasiswa program studi pemasaran Universitas Kristen Petra terbagi menjadi tiga segmen, yaitu mahasiswa dinamis (39.8%), mahasiswa pencari identitas (40.7%) dan mahasiswa konservatif-trendsetter (19.4%). Kata kunci: segmentasi, gaya hidup.
ANALISIS PASAR PELANGGAN PRIA PRODUK FACIAL WASH DI KOTA SURABAYA Yohanes Sondang Kunto; Inggried Kurniawan Khoe
Jurnal Manajemen Pemasaran Vol. 2 No. 1 (2007): APRIL 2007
Publisher : Institute of Research and Community Outreach - Petra Christian University

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (182.475 KB) | DOI: 10.9744/pemasaran.2.1.

Abstract

Within time, it’s not only metrosexual men using cosmetic specialized for men but also men in general. One of the most dominant cosmetic products is facial wash for men.In terms of psychographics, men can be segmented into metrosexual (13%), moderate men (29%), and conservative men (58%). The percentages ratio of segments between user and non-user indicate that decision to use facial wash already acceptable in every psychographics segments.CHAID analysis found that the ability of facial wash to soften face and created uniquely for men are strongly related to satisfaction. Both attributes are under service, which make wrong management from facial wash producer could lead into opportunity for new brands to enter the market. Abstract in Bahasa Indonesia: Pada perkembangannya, tidak hanya pria metroseksual saja yang menggunakan produk kosmetik khusus pria. Kaum pria umumnya juga mulai mempergunakannya. Salah satu produk kosmetik yang dominan adalah facial wash khusus pria. Secara psikografis, kaum pria terdiri atas segmen pria metroseksual (13%), pria rata-rata (29%), dan pria konservatif (58%). Perbandingan persentase segmen antara user dan non-user mengindikasikan bahwa keputusan penggunaan facial wash telah diterima oleh semua segmen psikografis. Analisis CHAID menemukan bahwa atribut kemampuan facial wash untuk melembutkan wajah dan dibuat khusus untuk pria berkaitan erat dengan kepuasan. Kedua atribut tersebut tergolong under service, sehingga pengelolaan yang salah dari produsen facial wash dapat memberi kesempatan kepada merek baru untuk meramaikan pasar. Kata kunci: facial wash, metroseksual, pria rata-rata, pria konservatif, CHAID.
SERVICE QUALITY, PERCEIVE VALUE, SATISFACTION, TRUST, DAN LOYALTY PADA PT. KERETA API INDONESIA MENURUT PENILAIAN PELANGGAN SURABAYA Hatane Semuel; Nadya Wijaya
Jurnal Manajemen Pemasaran Vol. 4 No. 1 (2009): APRIL 2009
Publisher : Institute of Research and Community Outreach - Petra Christian University

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (219.352 KB) | DOI: 10.9744/pemasaran.4.1.pp. 23-37

Abstract

This research is to analyze service performance of PT Kereta Api Indonesia (KAI) from five dimensions of SERVQUAL. It is also to analyze the relationship among service quality, perceived value, customer satisfaction, trust and customer loyalty. The populations of this research are all train passengers who have used the service of PT KAI in Surabaya station.The writer uses convenience sampling by distributing questionnaires to 400 respondents from some departing train stations in Surabaya. The results show that service performance of PT KAI, according to its customers, is good. In addition to this, the research also shows that SRVQUAL and perceived value has direct positive influences on customer satisfaction, and customer satisfaction has a direct positive influence on trust and customer loyalty. In the analysis, it also shows that trust has a positive influence on customer loyalty, eventhough it is not significant. Thus, customer satisfaction has become an intervening variable between SERVQUAL and perceived value towards customer loyalty. It also serves as an intervening variable between SERVQUAL and perceived value towards trust. However, trust cannot serve as an intervening variable between customer satisfaction and customer loyalty.
PENGARUH PERCEIVED SERVICE QUALITY, PERCEIVED VALUE, SATISFACTION DAN IMAGE TERHADAP CUSTOMER LOYALTY (STUDI KASUS GARUDA INDONESIA) Hartono Subagio; Robin Saputra
Jurnal Manajemen Pemasaran Vol. 7 No. 1 (2012): APRIL 2012
Publisher : Institute of Research and Community Outreach - Petra Christian University

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (215.904 KB) | DOI: 10.9744/pemasaran.7.1.42-52

Abstract

PT. Garuda Indonesia constitutes an owned airline that was one of the major players in the premium class airline industry in Indonesia. The subject that the writer observes is Consumer behavior, to the influence of perceived service quality and perceived value on customer loyalty with customer satisfaction and airline image of Garuda Indonesia with 200 customer Surabaya-Jakarta route, and vice versa. Analysis SEM Certainly explain the influence of perceived service quality, convenience, and catering will form the corporate image (Airline Image) and perceived value, which in turn affects customer satisfaction and loyalty Garuda Indonesia in the future. The purpose of recommendation writer is for PT. Garuda Indonesia flight airlines to evaluate and maintain the loyalty of its customers with quality service.
ANALISIS PENGARUH INOVASI, PENGAMBILAN RESIKO, OTONOMI, DAN REAKSI PROAKTIF TERHADAP KAPABILITAS PEMASARAN UKM KULINER DAERAH DI JABODETABEK Iha Haryani Hatta
Jurnal Manajemen Pemasaran Vol. 8 No. 2 (2014): OKTOBER 2014
Publisher : Institute of Research and Community Outreach - Petra Christian University

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (258.495 KB) | DOI: 10.9744/pemasaran.8.2.90-96

Abstract

Indonesian traditional culinary businesses must face a competitive environment due to the influx of imported food products and the change of culinary taste of the younger generation. Therefore, it is necessary for small scale culinary businesses to enhance their capacity to be able to compete in the business by taking autonomous, proactive, innovative and risk-taking steps that leads to better Marketing Capability. In this research Entrepreneurship Orientation is observed through seven dimensions namely: product capability, price, place, promotion, people, process and physical evidence. This research involved 200 culinary SMEs in the area of Jabodetabek (Jakarta, Bogor, Depok, Tangerang, Bekasi) that were randomly selected as respondents and this research concluded that there is a positive effect from autonomous, innovative and risk-taking efforts towards the Marketing Capability. Meanwhile proactive effort has a negative effect towards the Marketing Capability of the Culinary SMEs in Jabodetabek. The Marketing Capability is indicated by the promotion capability, human resources capability, process capability, and the capability of the chosen place or venue for the culinary business.
PERILAKU DAN KEPUTUSAN PEMBELIAN KONSUMEN RESTORAN MELALUI STIMULUS 50% DISCOUNT DI SURABAYA Hatane Semuel; Annette Veronica Kosasih; Hellen Novia
Jurnal Manajemen Pemasaran Vol. 2 No. 2 (2007): OCTOBER 2007
Publisher : Institute of Research and Community Outreach - Petra Christian University

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (61.909 KB) | DOI: 10.9744/pemasaran.2.2.

Abstract

The use of ”50% discount” promotion is an interesting phenomenom in retail business, especially as one of the marketing strategies within the company. It can also be used as a stimulus towards customer purchase decision. This research is trying to see the impact of the stimulus towards the customer purchase decision when they dine in restaurants in Surabaya. This customer behavior is studied from the factors influencing that behavior, such as social, personal, psychological and cultural factors; whereas the customer purchase decision is studied from the decision making process, which is decided into fully planned purchase, partially planned purchase and unplanned purchase. The result of the research, which is taken from 100 respondents, shows that ”50% discount” stimulus from social, psychological and factors have positive influences significantly towards the customer purchase desision. Whereas, from cultural and personal factors, it has no influence on the customer purchase decision. Abstract in Bahasa Indonesia: Penggunaan promosi “50% Discount” merupakan sebuah fenomena yang menarik di kalangan bisnis ritel, sebagai salahsatu strategi pemasaran perusahaan. Penggunaaan strategi pemasaran dengan 50% Discount di restoran dapat menjadi stimulus terhadap keputusan pembelian konsumen. Penelitian ini mencoba melihat pengaruh stimulus tersebut terhadap perilaku pengambilan keputusan pembelian konsumen restoran di Surabaya. Perilaku konsumen diamati melalui faktor-faktor yang mempengaruhi perilaku tersebut, yaitu faktor sosial, faktor personal, faktor psychological, dan faktor cultural, sedangkan keputusan pembelian diamati melalui bentuk proses pengambilan keputusan pembelian, dan digolongkan dalam Fully Planned Purchase, Partially Planned Purchase, dan Unplanned Purchase. Hasil penelitian dari 100 responden menunjukan bahwa stimulus “50% Discount”yang diberikan melalui faktor sosial dan psychological berpengaruh positif significan terhadap perilaku pengambilan keputusan, sedangkan faktor culture dan faktor personal tidak berpengaruh terhadap perilaku pengambilan keputusan pembelian konsumen. Kata kunci: perilaku konsumen, 50% discount, keputusan pembelian, restoran.
THE STRENGTHENING RELATIONSHIP OUTCOME STRATEGY IN RETAIL BUSINESS IN INDONESIA Chr. Whidya Utami
Jurnal Manajemen Pemasaran Vol. 3 No. 1 (2008): APRIL 2008
Publisher : Institute of Research and Community Outreach - Petra Christian University

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (111.289 KB) | DOI: 10.9744/pemasaran.3.1.pp. 26-34

Abstract

Retail Business covers an activity that involves the sale of goods to customers for their own use rather than to shops. High competition and customers’ retention effort have motivated retailers in seeking a strategy to win the competition. The aims of this paper are: (1) how to implement relationship marketing in retail business in Indonesia, (2) how to implement strengthening relationship outcome strategy in retail business through communication, preferential treatment, personalization, and rewarding. Through communication, preferential treatment, personalization, and rewarding, it is expected to be able to create a long term and continuous relationship.

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