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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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ANALISA CORPORATE CREDIBILITY TERHADAP PURCHASE INTENTION TELKOMSEL 4G-LTE DENGAN ATTITUDE TOWARD THE ADVERTISING DAN ATTITUDE TOWARD THE BRAND SEBAGAI VARIABEL INTERVENING Ayu Nirmala Putri
Jurnal Manajemen Pemasaran Vol. 9 No. 1 (2015): APRIL 2015
Publisher : Institute of Research and Community Outreach - Petra Christian University

This study was conducted to determine the effect of the Purchase Intention Corporate Credibility Telkomsel 4G - LTE with Attitude toward the Advertising and Attitude toward the Brand as a variable intervening.Sampel research is 100 respondents Telkomsel users who have seen an ad Telkomsel 4G - LTE and has a device which supports 4G - LTE network , living in the West and East Surabaya Surabaya . This study uses SEM analysis techniques to yield significant results for each variable used

ANALISIS TINGKAT BRAND LOYALTY PADA PRODUK SHAMPOO MEREK “HEAD & SHOULDERS” Johannes Marthin; Hatane Semuel
Jurnal Manajemen Pemasaran Vol. 2 No. 2 (2007): OCTOBER 2007
Publisher : Institute of Research and Community Outreach - Petra Christian University

This research is to know level of brand loyalty of shampoo Head & Shoulders and pyramid of brand loyalty, which consist of switcher buyer, habitual buyer, satisfied buyer, liking of the brand, and committed buyer of shampoo Head & Shoulders. Result of this research up on 1200 respondents indicate that: (1) Shampoo Head & Shoulders have consumer which at most at committed buyer, that is 91.25%, so that concluded nicely. (2) Percentage of switcher buyer, habitual buyer, satisfied buyer, liking of the brand, and committed buyer of shampoo Head & Shoulders successively is 18.50%, 42.08%, 79.67%, 86.60%, and 91.25%, so that pyramid of brand loyalty is like inversed pyramid. This matter indication that brand of Head & Shoulders have strong brand equity. Abstract in Bahasa Indonesia: Penelitian ini bertujuan untuk mengetahui tingkat brand loyalty konsumen atas shampoo merek Head & Shoulders dan mengetahui susunan piramida loyalitas, yang meliputi switcher, habitual buyer, satisfied buyer, liking of the brand, dan committed buyer atas shampoo merek Head & Shoulders. Hasil penelitian atas 1200 orang pelanggan menunjukkan bahwa: (1) Shampoo merek Head & Shoulders mempunyai konsumen yang paling banyak pada tingkat committed buyer, yaitu 91,25%, sehingga disimpulkan bagus. (2) Prosentase switcher buyer, habitual buyer, satisfied buyer, liking of the brand, dan committed buyer atas shampoo merek Head & Shoulders berturut-turut adalah 18,50%, 42,08%, 79,67%, 86,60%, dan 91,25%, sehingga susunan piramida loyalitas adalah seperti piramida terbalik. Hal ini mengindikasikan bahwa merek Head & Shoulders memiliki brand equity yang kuat. Kata kunci: brand loyalty, switcher, habitual buyer, satisfied buyer, liking of the brand, committed buyer.

THE INFLUENCE OF IMAGE AND CUSTOMERS’ SATISFACTION TOWARDS CONSUMERS’ LOYALTY TO TRADITIONAL FOODS IN SURABAYA Christina Esti Susanti
Jurnal Manajemen Pemasaran Vol. 4 No. 1 (2009): APRIL 2009
Publisher : Institute of Research and Community Outreach - Petra Christian University

This research is aimed to give contribution of thought to the influence of image and customer’s satisfaction towards the customers’ loyalty to traditional foods in Surabaya. This research uses exploratory research method to determine the population and sample. The populations of this research are consumers aged ≥ 17 years old, living in Surabaya, and having consumed traditional foods. The samples are taken by using simple random sampling. Questionnaires are used as instruments to get the primary data in order to identify the fact or real condition in the field. The results of the research show that (1) image and consumers’ satisfaction strongly, positively, and significantly influence the consumers’ loyalty both partially and simultaneously, and (2) consumers’ satisfaction dominantly influence the consumers’ loyalty towards traditional foods in Surabaya. Based on the results of the research, it is suggested that the traditional food’s sellers or agents in Surabaya should pay attention, maintain, and improve the image of the products and consumers’ satisfaction. If there is any alternative of selling strategy to choose, the most important thing to be considered is the consumer satisfaction strategy. It is because variable of satisfaction dominantly affects the consumers’ loyalty toward the traditional foods in Surabaya.

DIMENSI NILAI JASA BANK TERHADAP KEPUASAN NASABAH DAN DAMPAKNYA PADA LOYALITAS (STUDI PADA BANK BCA CABANG SURABAYA) Danny Wibowo
Jurnal Manajemen Pemasaran Vol. 7 No. 1 (2012): APRIL 2012
Publisher : Institute of Research and Community Outreach - Petra Christian University

The purpose of this study is to investigate and analyze the effect of directly or indirectly between dimensions variable value of bank services (interest rates, facilities, employees, obligations, the process, a sense of security and benefits) to the loyalty of the customer satisfaction variables mediate Bank BCA Darmo Branch Surabaya. Type of research is primary data is data obtained from the results of observations, interviews and meetings with the object as well as the respondents' answers on questionnaires distributed and secondary data, the data obtained from the company's internal data, journals, books related to the object research. Method of collecting data by conducting field research aimed at gaining empirical data to test the hypothesis. Analysis approach in this study is quantitative. The study results showed two stage least square analysis showed that the dimensional value of bank services direct effect on customer loyalty and indirect effect can also (bank service value dimensions influence customer loyalty is mediated by customer satisfaction variable).

PENGARUH IDENTITAS MEREK TERHADAP LOYALITAS MEREK MELALUI CITRA MEREK DAN KEPERCAYAAN MEREK TOYOTA Cindy Fransisca Tingkir
Jurnal Manajemen Pemasaran Vol. 8 No. 2 (2014): OKTOBER 2014
Publisher : Institute of Research and Community Outreach - Petra Christian University

Consumer needs in vehicles is increasing. It triggers any car companies to create great brand identity in order to gain brand trust from consumen. Perception of brand from consumen is affect to gain brand trust which is have great deal to brand loyalty. This research is aiming to analyze the influence of brand identity on brand loyalty with brand image and brand trust as an intervening variable. This research will be done by distributing 100 questionnairs to the respondents who have buy or used Toyota. Analysis techniques that will be used is quantitative analysis with Smart-PLS method. Research shows that brand identity influences brand image, but has no influences to brand trust, brand image influences brand trust. Also brand image and brand trust influences loyalty of Toyota’s brand.

ANALISIS CHAID SEBAGAI ALAT BANTU STATISTIKA UNTUK SEGMENTASI PASAR (Studi Kasus pada Koperasi Syariah Al-Hidayah) Siti Nurul Hasana; Yohanes Sondang Kunto
Jurnal Manajemen Pemasaran Vol. 1 No. 2 (2006): OCTOBER 2006
Publisher : Institute of Research and Community Outreach - Petra Christian University

Market segmentation is a classic topic in marketing which is never loss its attractiveness. In segmentation research, there is two approach methods which is interdependency method and dependency method. Statistics provides many tools for segmentation research. One of statistical tool for segmentation research which takes the dependency method as an approach is CHAID analysis (Chi-Squared Automatic Interaction Detection analysis). CHAID analysis would provide decision tree like diagram which provide information about degree of association from dependent variable to the independent variables and the information about segments characteristic. CHAID analysis could handle monotonic, free, and floating independent variables. In Koperasi Syari'ah Al-Hidayah case, CHAID analysis was used to determine the segment of its relationship based on the relationship credit status as the dependent variables and demographics data as independent variables. Relationship segmentation using CHAID analysis was conducted to identify relationship segment which has the lowest ratio of unpaid credit. Using CHAID analysis, four segments were identified. Relationship segment which has monthly income less than Rp 1.500.000,00, female, and over 30 years old is the lowest ratio of unpaid credit segment. Abstract in Bahasa Indonesia : Segmentasi pasar adalah bahasan klasik di bidang pemasaran yang tidak pernah kehilangan daya tariknya. Dalam riset-riset segmentasi, ada dua metode pendekatan yaitu metode interdependensi dan dependensi. Statistika menyediakan banyak alat bantu untuk riset-riset segmentasi. Salah satu alat bantu statistika untuk riset segmentasi yang menggunakan pendekatan dependensi adalah analisis CHAID (Chi-Squared Automatic Interaction Detection analysis). Analisis CHAID akan menghasilkan diagram yang mirip dengan diagram pohon keputusan yang menyediakan informasi tentang derajat hubungan antara variabel dependen terhadap variabel independen dan informasi mengenasi karakteristik segmen. Analisis CHAID mampu menangani variabel independen monotonik, bebas, dan mengambang. Pada kasus Koperasi Syari'ah Al-Hidayah, analisis CHAID digunakan untuk menentukan segmentasi nasabah berdasarkan status kredit nasabah sebagai variabel dependen dan data demografis nasabah sebagai variabel independen. Segmentasi nasabah dengan bantuan analisis CHAID dilakukan untuk mengidentifikasi segmen nasabah yang memiliki rasio kredit macet yang paling rendah. Berdasarkan hasil analisis CHAID didapatkan empat segmen. Segmen nasabah dengan karakteristik mempunyai penghasilan rata-rata sebesar < Rp. 1.500.000,00, berjenis kelamin perempuan, serta berusia > 30 tahun adalah segmen yang memiliki rasio kredit macet yang paling rendah.

UPAYA PENINGKATAN STRATEGI MARKETING MIX PANGAN BERBASIS BAHAN LOKAL MELALUI ANALISIS SIKAP KONSUMEN DENGAN MODEL FISHBEIN DI SURABAYA Christina Esti Susanti
Jurnal Manajemen Pemasaran Vol. 3 No. 1 (2008): APRIL 2008
Publisher : Institute of Research and Community Outreach - Petra Christian University

This research aims to setting a contribution a thought of an exertion that should be implemented in marketing mix strategy to local material food which is discovered through an empirical research toward consumer attitude analysis by Fishbein model. The method of the research is survey, namely research which is taking population sample and setting question as an instrument of collecting the main data. The result of the research shows that: (1) by Fishbein model analysis, consumers in Surabaya appear simultaneous attitudes to the local material food that are not-agree with or not trust in package, quality, and taste to local material food especially in market Surabaya. (2) Partially consumer attitude to local material food in Surabaya by Fishbein analysis shows varies character, namely neutral, quite disagree, and disagree. (3) The efforts of marketing mix strategy of local material food in Surabaya are product strategy, price strategy, distribution strategy, and promotion strategy. Critics of this research are (1) it is necessary to set up an advanced research based on the result of the research, for example, trying to set up a research of subject more specific. (2) It is necessary to recite the research in respect to other sciences, for example, how to follow up the discovered statement that an additional foodstuff must be in fair condition.

PENGARUH ATRIBUT SUPERMARKET TERHADAP MOTIF BELANJA HEDONIK MOTIF BELANJA UTILITARIAN DAN LOYALITAS KONSUMEN Hartono Subagio
Jurnal Manajemen Pemasaran Vol. 6 No. 1 (2011): APRIL 2011
Publisher : Institute of Research and Community Outreach - Petra Christian University

Attributes Supermarket stimulate the motive shopper to buying product, the motive Consuming and buying motives are classified into Hedonic and utilitarian. The fulfilness of hedonic and utilitarian motives lead to shoppers’ loyalty to the supermarket. The purpose of the study is to review the theory of Stimulus Organism Response addressed by MehrabianRussel, the concept of shopping motive developed by Baker and Donovan, and the concept of motive shopping Hedonic by Arnold Reynold. It was Empirical study on Big Supermarket in Surabaya.The Human behavior response and perceptionalanswers as well as concerned with inter variable effects through hypothesis tests by means of SEM analysis. The maximum likelihood estimation was derived from 200 respondents. The result s of the study showed that atribute supermarket significanly affected motive Hedonic and motive Utilitarian and loyalty. The empirical findings from the study showed to motive Hedonic morestrongth impact than motive utilitarian.

BUDAYA DAN BEHAVIOR INTENTION MAHASISWA DALAM MENILAI SERVICE QUALITY UNIVERSITAS KRISTEN PETRA Edwin Japarianto
Jurnal Manajemen Pemasaran Vol. 1 No. 1 (2006): APRIL 2006
Publisher : Institute of Research and Community Outreach - Petra Christian University

The main objective of this research is to clarify a correlaition between culture and behavioral intention of Petra Christian University students, culture observed by the dimention of: Power Distance, Uncertenty Avoidance, Individualism, Masculinity dan Time Orientation. Bahavioral Intention observed by the dimention of: Loyalty, Propensity to Switch, Pay More, External Response dan Internal Response and service quality observed by the dimention of: tangible, Responsiveness, Reliability, Emphaty and Assurance. Using Path Analysis, the result of this research indicates that service quality can be measure by behavioral Intention where as culture can not be used as the basis a evaluation because cultureof the students tend to be uniform. Abstract in Bahasa Indonesia : Penelitian ini mencoba untuk menjelaskan hubungan budaya dan behavioral intention mahasiswa Universitas Kristen Petra (UK Petra) dalam menilai kualitas layanan jasa bidang akademik UK Petra. Budaya ditinjau dari Power Distance, Uncertenty Avoidance, Indivduialism, Masculinity dan Time Orientation. Behavioral Intention ditinjau dari Loyalty, Propensity to Switch, Pay More, External Response dan Internal Response sedangkan kualitas layanan ditinjau dari tangible, Responsiveness, Reliability, Emphaty and Assurance. Menggunakan Path Analysis, hasil penelitian menunjukkan kwalias layanan dapat dinilai melalui behavioral Intention sedangkan budaya tidak signifikan sebagai dasar penilaian karena cenderung seragam. Kata kunci: Budaya, Behavioral Intention, Kwalitas layanan.

STRUKTUR PASAR MINYAK KAYU PUTIH (MELALEUCA LEUCADENDRON OIL) (Studi Kasus di Kecamatan Namlea Kabupaten Buru–Maluku) Silvana Maulidah
Jurnal Manajemen Pemasaran Vol. 5 No. 1 (2010): APRIL 2010
Publisher : Institute of Research and Community Outreach - Petra Christian University

In Indonesia, Melaleuca leucadendron Oil is only produced in several regions, including the District of Buru, Ambon, Seram, New Guinea, Java, and Borneo. This condition is a good opportunity to develop Agro Oil White Wood, White Wood Oil Agro-industry presence in the operations must be taken to ensure that producers are able to survive in a market situation that took place, so hopefully will create an effective and efficient market. This study aims to analyze the structure of eucalyptus oil agro-industry market. Determiningthe location of the research done by purposive (deliberately) that is in the Regency of Buru as the largest producer of eucalyptus plants in the Moluccas. Data analysis methods used were qualitative (descriptive) and quantitative analysis. Descriptive analysis is used in the determination of market structure include the degree of product differentiation, barriers to market entry, and the level of market knowledge and determination of market behavior including pricing policies, institutional system of market and marketing functions. The quantitative analysis used to determine the degree of market concentration that is measured market share. The results of this study indicate that the market structure of Melaleuca leucadendron Oil agro-industry in the regency of Buru including in markets characterized by monopolistic competition there are many sellers in the market with the same basic product but have been differentiated. From the results of existing research suggested that Melaleuca leucadendron Oil industry need to consider the market structure in determining the price. Melaleuca leucadendron Oil agro need to increase production and marketing activities by creating the uniqueness of the diversification of products so that manufacturers can increase revenue and avoid market saturation.

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