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Jurnal Manajemen Pemasaran

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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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APLIKASI UJI KEBERFUNGSIAN DIFERENSIAL UNTUK MENGUJI KETAHANAN BUTIR SKALA PSIKOLOGI TERHADAP RESPONS TIPUAN PADA KONTEKS SELEKSI KERJA Wahyu Widhiarso
Jurnal Manajemen Pemasaran Vol. 6 No. 1 (2011): APRIL 2011
Publisher : Institute of Research and Community Outreach - Petra Christian University

This study aimed to identify items on psychological scale vulnerable to faking responses when it is applied to the employee selection process. Personality scale adaptation of BFI-44 was given to 400 respondents that were divided into two groups. The first group was instructed to respond honestly (neutral condition) while the second group was instructed them as if they are applicants who are follow employee selection test (applicants condition). Differential item functioning (DIF) test with Mantel-Haenzel test was employed. Analysis result suggests that 12 items are vulnerable to faking response that is spread out on four personality factors (extroversion factor, agreeableness, emotional stability and openness to new ideas). Considering on small number of items that indicates DIF, we conclude that measurement of psychological that use self-reporting technique is resistant to faking responses. However, review thoroughly or modification of these items when applied to the job selection process was required.

ANALISIS eWOM, BRAND IMAGE, BRAND TRUST DAN MINAT BELI PRODUK SMARTPHONE DI SURABAYA Hatane Semuel; Adi Suryanata Lianto
Jurnal Manajemen Pemasaran Vol. 8 No. 2 (2014): OKTOBER 2014
Publisher : Institute of Research and Community Outreach - Petra Christian University

This study was conducted to understand the influence of eWOM, through the Internet, on Brand Image, Brand Trust and Buying interest. More specific objectives of this research is to analyze the influence of eWOM on brand image, brand trust and buying interest of a smartphone. Research conducted on 250 consumers as purposive sampling, and analyzed using SPSS Version 13 to see the profile of consumers, measures of central tendency and variation of each indicator of variable of research, and SmartPLS Version 2:00 to examine the relationship of influence with SEM models. The results obtained, eWOM directly effect on brand image, brand trust and buying interest, while brand image directly influence brand trust and buying interest, and brand trust directly influence the buying interest. Brand image, brand trust is the mediation between eWOM and buying interest, such that in total it strengthen the influence. The strongest relationship is that eWOM positively influence brand image and eWOM postively influence buying interest.

ANALISIS PENGARUH PIONEER- STATUS SEBUAH MEREK TERHADAP SIKAP KONSUMEN DALAM KATEGORI PRODUK VITAMIN C 500mg Cynthia Yulita Wardayanti
Jurnal Manajemen Pemasaran Vol. 1 No. 2 (2006): OCTOBER 2006
Publisher : Institute of Research and Community Outreach - Petra Christian University

This research investigated the effect of pioneer brand status on consumer attitude in Vitamin C500mg tablet category by comparing the attitude toward Vitacimin as the pioneer brand and Xon-Ce as the follower brand. The effect of consumer knowledge about pioneer status was singled out by dividing the sample into two groups based on their knowledge about Vitacimin's pioneer-status. Group 1 consisted of people who knew that Vitacimin was the pioneer brand while the people who did not know Vitacimin's pioneer-status belonged to group 2. The result of this research confirmed the result of previous researches that consumer has better attitude toward pioneer brand compared to follower brand. However, this research failed to prove that the knowledge of pioneer-status had significant effect on consumer attitude. Abstract in Bahasa Indonesia : Penelitian ini menguji pengaruh status pionir sebuah merek terhadap sikap konsumen dalam kategori produk tablet hisap vitamin C 500mg dengan membandingkan sikap konsumen terhadap Vitacimin sebagai merek pionir dan Xon-Ce sebagai merek pengikut. Pengaruh pengetahuan konsumen tentang status pionir merek Vitacimin diuji dengan membagi sampel menjadi dua kelompok, yaitu kelompok yang tahu tentang status pionir (pioneer-status) merek Vitacimin (Kelompok 1) dan kelompok yang tidak tahu bahwa Vitacimin merupakan merek pionir (Kelompok 2). Hasil penelitian ini menguatkan penelitian-penelitian sebelumnya bahwa konsumen mempunyai sikap yang lebih baik terhadap merek pionir daripada terhadap merek pengikut, namun penelitian ini gagal membuktikan bahwa pengetahuan konsumen tentang status pionir sebuah merek mempunyai pengaruh signifikan terhadap sikap kosumen. Kata kunci: merek pionir, merek pengikut, pengetahuan tentang status pionir, Vitacimin, Xon-Ce.

DO THE EDUCATIONAL SERVICE CHARACTERISTICS AND PERCEPTIONS MATTERS TO INTENTION TO RECRUIT MASTER OF MANAGEMENT’S ALUMNI IN CENTRAL JAVA? Liza Agustina Maureen Nelloh
Jurnal Manajemen Pemasaran Vol. 5 No. 1 (2010): APRIL 2010
Publisher : Institute of Research and Community Outreach - Petra Christian University

Competitiveness arena of higher education in Central Java Indonesia motivates its institution to improve branding strategy, and the quality of its educational characteristics in order to build good perception about its institution and the quality of its graduate. The author focuses on several perceptions’ dimensions to evaluate educational service characteristics such as brand awareness, quality of the graduates, and institutional image. Whether those variables will positively impact on intention to recruit, the author wants to see the correlation of each variables simultaneously using Structural Equation Model (SEM). Data were collected through purposive sampling in several cities in Central Java. Owners and managers from several industries were asked to evaluate Satya Wacana Christian University, especially its Master of Management program. The results indicate all hypothesizes were supported by data. This study contributes to branding strategy in higher education and present important insight to improve several education qualities in higher education sector.

RELATIONSHIP EFFORT DAN KUALITAS LAYANAN SEBAGAI STRATEGI PENGUAT RELATIONSHIP OUTCOMES (Sebuah Tinjauan Konseptual dalam Bisnis Ritel Modern di Indonesia) Chr. Whidya Utami
Jurnal Manajemen Pemasaran Vol. 1 No. 1 (2006): APRIL 2006
Publisher : Institute of Research and Community Outreach - Petra Christian University

This article focuses at the impact of relationship efforts (direct mail, personalization preferential treatment, and tangible rewarding) and service quality made by a retailer in retail business as the strengthening relationship marketing outcomes. At Business-to-Consumer (BTC) relationships and develops a theoretical model of the consumer's perspective. There are two different perspectives: psychological and behavioral outcomes of relationship marketing. The psychological outcomes of trust, commitment and satisfaction relationship are presented. The impact of relationship effort and service quality has been suggested that a way of increasing Sthrenghtening relationship outcomes in retail business through secure relationships between buyers and sellers. Abstract in Bahasa Indonesia : Artikel ini berfokus pada dampak dari upaya relasional ( surat langsung, perlakuan preferensi personal dan balas jasa) dan kualitas layanan yang dilakukan seorang pengecer dalam bisnis eceran untuk menghasilkan pemasaran relasional yang kuat. Pada hubungan business to customer(BTC)dan pengembangan model teori perspektif konsumen. Terdapat dua perbedan perspektif: Psykologis dan perilaku di dalam pemasaran relasional. Hasil dari psikologis adalah kepercayaan, komitmen dan kepuasan. Efek dari upaya relasional dan kualitas layanan dapat memberikan masukan dalam meningkatkan kekuatan pemasaran relasional dalam bisnis eceran melalui relationship yang aman diantara pembeli dan penjual Kata kunci: relationship marketing, bisnis eceran, upaya relasional, kualitas layanan, hasil relasional

PENGARUH STIMULUS MEDIA IKLAN, UANG SAKU, USIA, DAN GENDER TERHADAP KECENDERUNGAN PERILAKU PEMBELIAN IMPULSIF (STUDI KASUS PRODUK PARIWISATA) Hatane Semuel
Jurnal Manajemen Pemasaran Vol. 2 No. 1 (2007): APRIL 2007
Publisher : Institute of Research and Community Outreach - Petra Christian University

The aim of this reseach is to test the effect of advertising stimulus through audiovisual media, picture animation, online text and offline text, student’s pocket money, age and gender on tendency of impulsive buying behavior. The design of the research is in the form of experimental factorial design by using media format as the treatment factor. Findings shows that there is a different stimulus factor between online media format with offline media. Eventhogh online media format has significant stimulus effect on tendency of impulsive buying behavior, audio visual media and text in the form of picture animation media have stronger effect. The result also show that student’s pocket money, age and gender have no effect on impulsive buying behavior tendency. The result is contradictory with findings from previous research that shows an effect of those factors on impulsive buying behavior for offline physical products. Abstract in Bahasa Indonesia: Penelitian ini bertujuan untuk menguji pengaruh stimulus iklan melalui format media audio-visual, animasi gambar, dan teks gambar secara online dan teks gambar secara offline, uang saku, umur, dan gender terhadap kecenderungan perilaku pembelian impulsif. Desain penelitian berbentuk rancangan percobaan faktorial dengan memasukan format media sebagai faktor perlakuan. Hasil penelitian menunjukan bahwa terdapat perbedaan pengaruh stimulus antara format media online dengan offline. Walaupun secara total format media online mempunyai pengaruh stimulus yang signifikan terhadap kecenderungan perilaku pembelian impulsif, ternyata format media audio visual dan teks gambar mempunyai pengaruh yang lebih kuat dari bentuk format media animasi gambar. Hasil penelitian menemukan juga, bahwa tidak terdapat pengaruh uang saku, umur, dan gender terhadap kecenderungan perilaku pembelian impulsif. Hal ini berbeda dengan hasil penelitan sebelumnya, yang menemukan bahwa faktor-faktor tersebut berpengaruh terhadap perilaku pembelian impulsif produk-produk phisik secara offline. Kata kunci: online, impulsif, media online, produk pariwisata.

MEMENANGKAN PERSAINGAN BISNIS PRODUK FARMASI MELALUI MARKETING PUBLIC RELATIONS Didik Hariyanto
Jurnal Manajemen Pemasaran Vol. 4 No. 1 (2009): APRIL 2009
Publisher : Institute of Research and Community Outreach - Petra Christian University

Marketing Public Relations is one of the marketing mix that has an important role in the marketing function. Public Relations dimensions put on the effort to accommodate consumers' interests and to encourage product purchasing motivation through the credibility information. The approaches of the Marketing Public Relations are oriented on consumers’ interests, hopes, aspirations and concerns to link the impression that occur in products and companies.Marketing Public Relations and advertising are two aspects of communication that are able to complete and reinforce one another. However, in some specific situations, the Marketing Public Relations will be carried out effectively without the support of advertising. In the future, the needs of the Marketing Public Relations tend to rise increasingly based on the situation in the market currently. The relationship between Marketing Public Relations and Corporate Public Relation will be increasing, especially in facing of global marketing. The effectiveness of the Marketing Public Relations which is associated with the cost will strengthen the conclusion that the Marketing Public Relations is a communication program that is efficient and effective in order to enlarge the market share.

ANALYSIS CRM, KEPUASAN PELANGGAN DAN LOYALITAS PRODUK UKM BERBASIS BAHAN BAKU TERIGU DI JAWA TIMUR Dzikiryati Yuni Ersi; Hatane Semuel
Jurnal Manajemen Pemasaran Vol. 8 No. 1 (2014): APRIL 2014
Publisher : Institute of Research and Community Outreach - Petra Christian University

Customer relationship management (CRM) is part of a marketing strategy to satisfy and maintain customer loyalty. CRM can be a stimulus to customer satisfaction and loyalty, that the right CRM impact on satisfaction and will affect customer loyalty. The study population is the whole wheat flour SME customers in East Java, and a sample of 139 SME owners were selected by convenience sampling technique, and the analysis technique used is model of Structural Equation Modeling (SEM). The research proves that CRM has a positive effect on customer satisfaction and satisfaction has a positive effect on loyalty. CRM does not have a direct influence on customer loyalty.

INFLUENTIAL FACTORS IN CHOOSING HIGHER EDUCATION INSTITUTION: A CASE STUDY OF A PRIVATE UNIVERSITY IN SURABAYA Adelina Proboyo; Ricky Soedarsono
Jurnal Manajemen Pemasaran Vol. 9 No. 1 (2015): APRIL 2015
Publisher : Institute of Research and Community Outreach - Petra Christian University

Nowadays, tertiary education has taken more important role for Indonesian people. The growing number of tertiary education enrollment rate accompanied by the increasing number of higher education insitutions in Indonesia show that there is opportunity as well as threat for higher education insitutions in Indonesia. The purpose of this research is to know what factors influence the high school students in choosing their higher education institution. Specifically, this research wants to help one of the best private universities in Surabaya to improve its competitiveness compared to other higher education institutions. The respondents of the research are 426 students from several high schools in Surabaya. The analysis is done using descriptive statistics to find out which factors are the most significant ones. From the research, it is found out that the students’ interest, the ability to follow the courses, and the parents’ advice are the top three significant factors that influence the high school students in choosing their higher education institution. For the attributes of the institution, the reputation and the values of the institution as well as the success of its alumni are the top three factors that influence the decision in choosing the higher education institution.

BRAND EXPERIENCE, BRAND COMMITMENT, DAN BRAND LOYALTY PENGGUNA APPLE IPHONE DI SURABAYA Hatane Semuel; Reynaldi Susanto Putra
Jurnal Manajemen Pemasaran Vol. 12 No. 2 (2018): OKTOBER 2018
Publisher : Institute of Research and Community Outreach - Petra Christian University

The development of technology in the era of globalization more rapidly, that causing high competition between companies. Smartphone companies generally strive to maintain survival, gain optimal profit and strengthen the brand in the minds of consumers. To achieve these objectives then the products produced company must be useful, quality and innovative. This research objective to analyze the impact of brand experience – commitment to brand loyalty to Apple IPhone users in Surabaya. This study was carried out by distributing questionnaires to 100 respondents on Apple IPhone users in Surabaya. This type of research uses descriptive causal using data management from SPSS and SmartPLS. The results of this study indicate that the direct influence of brand experience on brand loyalty has no significant effect, while indirect influence on brand experience on brand loyalty through affective commitment has a significant influence

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