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INDONESIA
Jurnal Marketing
Published by STIE Perbankan Indonesia
ISSN : 23561084     EISSN : 26216647     DOI : -
Core Subject : Economy,
Economics, Econometrics & Finance
Jurnal Marketing STIE Perbankan Indonesia menerbitkan artikel-artikel di bidang manajemen, seperti keuangan, pemasaran, sumber daya manusia, sistem informasi manajemen, kewirausahaan dan studi terkait lainnya. Para editor menerima artikel paling lambat sebulan sebelum jadwal terbit . Penulis bertanggung jawab atas isi artikel yang diterbitkan dalam jurnal ini. Jurnal diterbitkan dua kali dalam satu tahun, yaitu pada bulan juni dan desember.
Arjuna Subject : Bisnis, Menejemen, dan Akutansi (semua kategori) - Bisnis, Menejemen, dan Akutansi (Lain-Lain)
Articles 41 Documents
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PENGARUH UTILITARIAN VALUE, HEDONIC VALUE, BROWSING, FELT URGE TO BUY IMPULSIVELY TERHADAP IMPULSE BUYING Asiska, Servina; Sari, Mareta Kemala; Ihsani, M Faridh; Hendayani, Dwi; Al Anshori, M Sabil; Muluk, Makrifadli
Jurnal Marketing Vol 5 No 1 (2024): Jurnal Marketing
Publisher : STIE Perbankan Indonesia

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Abstract

This research examines the influence of utilitarian values, hedonic values, browsing, and feeling the urge to buy impulsively on consumers' impulsive buying behavior. The survey was conducted on 103 respondents and the data was analyzed using SEM. The results show that utilitarian and hedonic values ​​have a positive effect on browsing, which in turn influences impulse buying and ultimately impulsive buying. These findings contribute to marketing strategies to encourage impulse purchases and understanding the factors that influence them. Keywords: Utilitarian Value, Hedonic Value, Browsing, Impulse Buying, Impulse Buying.
PENERAPAN STRATEGI CUSTOMER RELATIONSHIP MARKETING TERHADAP KEPUASAN NASABAH MENABUNG PADA BANK NAGARI Fermayani, Riche; Basri, Alma Riyana
Jurnal Marketing Vol 5 No 1 (2024): Jurnal Marketing
Publisher : STIE Perbankan Indonesia

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Abstract

This study aims to determine the effect of trust (trust), and commitment (commitment) on Customer Satisfaction Savings at Bank Nagari Siteba Branch. The data used is primary data, this study used 100 respondents as the research sample. The results showed that trust had a significant effect on Customer Satisfaction at Bank Nagari Branch Siteba, the commitment variable had a significant effect partially on Customer Satisfaction at Bank Nagari Branch Siteba. So the equation is obtained: Y = 3.056 + 0.632 X1 + 0.188 X2 + e The coefficient constant is positive by assuming the variable trust (trust), commitment (commitment) is considered non-existent or has a value of zero, then Customer Satisfaction is still there at 3.056, the regression coefficient for the variable trust (trust) (X1) has a positive value of 0.632 regression coefficient of commitment (commitment) (X2) has a positive value of 0.188 8. Adjusted Square value of 0.785 which means that all variables have an influence of 78.5% on customer satisfaction. while the remaining 21.5% is explained by other variables not examined in this study. Keywords: Trust, Commitment, Customer Satisfaction.
ENGARUH KUALITAS PRODUK DAN PELAYANAN TERHADAP KEPUASAN PELANGGAN DI MIYAZAKI JAPANESE GRILL HANGOUT KOTA SORONG Zain, Evi Mufrihah; Zahra, Ayu Anisah
Jurnal Marketing Vol 5 No 1 (2024): Jurnal Marketing
Publisher : STIE Perbankan Indonesia

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Abstract

Customer satisfaction is the level of someone's feelings after comparing the perceived performance (results) with their expectations. Good product quality and service can influence customer satisfaction. This research aims to find out how much influence product and service quality has on customer satisfaction at Miyazaki Japanese Grill Hangout, Sorong City. The type of research used was quantitative research with a descriptive approach using incidental sampling during March 2024 for Miyazaki Japanese Grill Hangout customers who purchased more than once, resulting in a sample of 87 respondents. The results obtained from this research are that product quality variables have a partial positive and significant effect on customer satisfaction, partial service has a positive and significant effect on customer satisfaction, and product and service quality simultaneously has a positive and significant effect on customer satisfaction.
PERAN EKONOMI DIGITAL DALAM MENDORONG PERTUMBUHAN BISNIS DI INDONESIA: STUDI LITERATUR Safitri, Camelia; Maya, Fasya; Hikmah, Mutiara; Indah, Nur
Jurnal Marketing Vol 5 No 1 (2024): Jurnal Marketing
Publisher : STIE Perbankan Indonesia

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Abstract

Entering the Industrial Revolution 4.0, digital technology has become one of the main capital needed by industrial companies to develop their businesses. With the help of digital technology, a country can move its economy towards a digital economy. The development of the digital economy can give rise to new business models and play a role in encouraging business growth in Indonesia, integration between industries, and changes to existing industrial business models. This research is a literature review using qualitative methods. The data source used in this article is secondary data obtained from articles published in the last 10 years regarding the development of a sustainable digital economy in Indonesia. The digital economy was born and developed along with the increasingly globalized use of information and communication technology in the world. The wave of the digital economy has given birth to a smooth, inclusive and equal terrain. Factors that encourage business or entrepreneurial growth in Indonesia are increasing access to information and communication technology, increasing government support for entrepreneurship, growing entrepreneurial culture. The digital economy is an economic activity that utilizes digital technology and computers. The currently developing digital economy includes e-commerce and financial technology. The progress of the digital economy has provided business opportunities for business people, so worker skills must be a requirement to take advantage of the availability of technology in managing businesses to increase their income in their business ventures. Keywords: Economy, Digital, Business.
ANALISIS FAKTOR YANG MEMPENGARUHI NILAI PERUSAHAAN PADA PERUSAHAAN SUBSEKTOR TELEKOMUNIKASI YANG TERDAFTAR DI BEI Futri, Amelia; Shinta, Renea; Dali, Rahmat Mulyana
Jurnal Marketing Vol 5 No 1 (2024): Jurnal Marketing
Publisher : STIE Perbankan Indonesia

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Entering This research aims to analyze and determine the influence of dividend policy, funding decisions and interest rates on firm value. The population used in this research were 22 companies in the telecommunications subsector listed on the IDX for the 2017-2023 period. The sample was taken using purposive sampling and 5 companies were obtained. The method used in this research is a quantitative method with data analysis techniques using panel data regression. Based on the results obtained, it shows that partially dividend policy has no significant effect on firm value, funding decisions have a significant effect on firm value, interest rates have no significant effect on firm value, and simultaneously dividend policy, funding decisions and interest rates have a significant effect on firm value. Keywords: Dividend Policy, Funding Desicious, Firm Value, Interest Rate.
ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI HARGA SAHAM PADA PERUSAHAAN SUBSEKTOR FARMASI YANG TERDAFTAR DI BEI Fathiy, Kamiliya; Aminda, Renea Shinta; Hurriyaturrohman, Hurriyaturohman
Jurnal Marketing Vol 5 No 1 (2024): Jurnal Marketing
Publisher : STIE Perbankan Indonesia

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The purpose of this writing is to determine the influence of fundamental factors, namely profitability and dividend policy and macroeconomics, namely gross domestic product (GDP) on share prices in pharmaceutical subsector companies listed on the Indonesia Stock Exchange for the 2017 - 2023 period. The research population is 13 pharmaceutical sub sector companies listed on the Indonesia Stock Exchange for the period 2017 – 2023. The sampling technique was purposive sampling and a sample of 5 companies was obtained. The data analysis technique used is panel data regression analysis with a significance level of 0.05. Based on the research results, it shows that partially profitability and dividend policy have a significant effect on share prices. Meanwhile, gross domestic product (GDP) has no significant effect on stock prices. Simultaneously, profitability, dividend policy and gross domestic product (GDP) have a significant effect on stock prices. Keywords: Profitability, Dividend Policy, Gross Domestic Product (GDP), and Stock Prices
Pengaruh Social Media Marketing terhadap Penciptaan Identitas Brand: Studi Kasus Perusahaan Teknologi Fauzi, Aprian; Qizwini, Jimmi
Jurnal Marketing Vol 5 No 2 (2024): Jurnal Marketing
Publisher : STIE Perbankan Indonesia

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Abstract

This study aims to explore the influence of social media marketing on brand identity creation with a case study on technology companies Gojek and Tokopedia. Amidst the rapid development of digital technology, social media marketing has become a crucial strategy in building and strengthening brand identity, especially in competitive sectors such as technology. The method used in this study is descriptive qualitative. Data were collected through in-depth interviews with stakeholders in both companies and analysis of social media content published by Gojek and Tokopedia. The results of the study indicate that social media plays a significant role in creating and maintaining a strong and consistent brand identity for Gojek and Tokopedia. These findings provide important insights for other technology companies on how to effectively utilize social media to build an attractive and competitive brand identity. This study also emphasizes the importance of a well-planned social media marketing strategy to achieve optimal results in brand identity creation. Keywords: Social Media Marketing, Brand Identity, Technology Company, Qualitative, Case Study
FAKTOR KEBERHASILAN KAMPANYE FACEBOOK ADS: PERSPEKTIF PARA PRAKTISI META ADVERTISING Amelia, Adinda Rizqy; Vania, Amelindha
Jurnal Marketing Vol 5 No 2 (2024): Jurnal Marketing
Publisher : STIE Perbankan Indonesia

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Meta Ads adalah platform iklan digital yang dikembangkan oleh Meta Platforms (dulu dikenal sebagai Facebook), yang memungkinkan bisnis untuk merancang, mengelola, dan memonitor kampanye iklan di berbagai platform milik Meta, seperti Facebook, Instagram, Messenger, dan WhatsApp (Bisma, 2024). Penelitian ini bertujuan mengeksplorasi strategi, tantangan, dan faktor utama yang memengaruhi keberhasilan kampanye Meta Ads berdasarkan perspektif lima praktisi berpengalaman dari berbagai industri. Metode penelitian yang digunakan adalah kualitatif dengan pendekatan deskriptif, dimana data dikumpulkan melalui wawancara dengan lima praktisi Meta Ads yang memiliki pengalaman minimal dua tahun dan menghabiskan budget 10 juta per tahun dalam pengelolaan kampanye iklan. Temuan penelitian menunjukkan bahwa keberhasilan kampanye Meta Ads dipengaruhi oleh berbagai faktor, seperti kualitas konten iklan, segmentasi audiens, performa landing page, dan optimasi teknis. Strategi yang diterapkan mencakup evaluasi berkala, penggunaan A/B testing, retargeting, storytelling, serta optimasi untuk perangkat seluler. Untuk mengatasi kegagalan kampanye, praktisi menggunakan pendekatan seperti analisis metrik, revisi elemen kampanye, dan eksperimen strategi baru. Penelitian ini menyimpulkan bahwa kombinasi antara analisis data yang mendalam, strategi kreatif, dan adaptasi terhadap teknologi Meta Ads menjadi kunci keberhasilan dalam pemasaran digital yang dinamis.
Pengaruh Komunikasi terhadap Kinerja Pegawai pada Satuan Polisi Pamong Praja dan Kebakaran Kabupaten Seram Bagian Barat Demiwa, Wa; Simarmata, Ricardo Manarintar
Jurnal Marketing Vol 5 No 2 (2024): Jurnal Marketing
Publisher : STIE Perbankan Indonesia

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The purpose of this study was to determine and analyze the effect of communication on employee performance at the Civil Service Police and Fire Unit of West Seram Regency. The analysis methods used in this study are quantitative analysis and simple linear regression analysis. Quantitative Analysis shows that communication at the Civil Service Police and Fire Unit of West Seram Regency has an average value of 3.75 which is interpreted as good, while employee performance has an average value of 3.21 which is interpreted as quite good. The results of the regression analysis show that communication has a positive effect on employee performance at the Civil Service Police and Fire Unit of West Seram Regency. Based on these results, it can be concluded that the better the communication, the better the employee performance. To improve it, employees must always communicate something related to work to colleagues and leaders so that the work that is done can be done well and make work performance better. Keywords: Communication, Employee Performance.
Peranan Customer Service dan Promosi terhadap Keputusan Menggunakan Produk Tabungan Bank Nagari Cabang Pasar Raya Padang Utari, Putri; Egim, Ash Shadiq
Jurnal Marketing Vol 5 No 2 (2024): Jurnal Marketing
Publisher : STIE Perbankan Indonesia

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This study aims to determine the influence of customer service and promotion partially and simultaneously on customer decisions to save at Bank Nagari Pasar Raya Branch. This study uses a quantitative type, the data used is primary data sourced from respondents who are used as samples using the Cohran method. The sample in this study amounted to 97 research respondents. The sample selection method used in this study is the incidental sampling technique which is classified as one of the non-probability sampling techniques. Hypothesis testing with multiple linear regression models. The results of the study are that Customer Service has a positive effect on the Decision to use savings products at Bank Nagari Pasar Raya Branch. Promotion has an effect on the Decision to use savings products at Bank Nagari Pasar Raya Branch. Based on the results of the t-test, it was found that the Promotion variable has the largest t-count value and beta coefficient. So that the Promotion variable has the strongest influence compared to other variables, the Promotion variable has a dominant influence on the Decision to use savings products at Bank Nagari. In addition, the determination test (R2) showed that the ability of the independent variables, namely Customer Service and promotion to the dependent variable, namely the decision to use savings products, was 75.7% while the remaining 24.3% was influenced by other variables that were not studied. Keywords: Purchasing Decision, Customer Service, Promotion, Bank Nagari.

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