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INDONESIA
Jurnal Nasional Manajemen Pemasaran dan SDM
Published by Training & Research Institute Jeramba Ilmu Sukses
ISSN : -     EISSN : 27457257     DOI : 10.47747
Core Subject : Economy, Social,
Economics, Econometrics & Finance Social Sciences
Jurnal Nasional Manajemen Pemasaran & SDM (JNMPSDM) is an Indonesian peer-reviewed journal. JNMPSDM covers topics in the areas of human resource management, marketing, organisational behaviour, pricing, digital marketing, social marketing, consumer behaviour, and other related subjects. JNMPSDM is open to various methodological approaches, including conceptual work, quantitative, qualitative, and mixed-methods. JNMPSDM is published four times a year (March, June, September, and December). e-ISSN: 2745-7257. The Digital Object Identifier (DOI) is assigned to each published article and the journal is indexed by Crossref, Neliti.Com, Dimensions and Google Scholar.
Arjuna Subject : Bisnis, Menejemen, dan Akutansi (semua kategori) - Pemasaran
Articles 145 Documents
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Pengaruh Live Streaming dan Kualitas Produk terhadap Keputusan Pembelian Melalui Kepercayaan Konsumen pada Aplikasi TikTokShop Alawiyah, Shufia; Ali, Mochammad Mukti
Jurnal Nasional Manajemen Pemasaran dan SDM Vol. 5 No. 4 (2024): Jurnal Nasional Manajemen Pemasaran dan SDM
Publisher : Training & Research Institute - Jeramba Ilmu Sukses

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47747/jnmpsdm.v5i4.2535

Abstract

This study aims to analyze the impact of live streaming and product quality on purchase decisions through consumer trust as an intervening variable on the TikTokShop application of Butik IR Fashionstyle. Using a quantitative verificative approach, the study involved 100 samples selected through probability sampling. Data were collected via questionnaires and analyzed using multiple linear regression. The results show that live streaming has a positive and significant effect on consumer trust, while product quality has a positive but not significant impact. Simultaneously, live streaming and product quality have a significant positive effect on consumer trust, with a contribution of 46.1%. Live streaming, product quality, and consumer trust together have a significant positive effect on purchase decisions, contributing 81.3%.
Strategi Pengembangan Bisnis Pada Supplier Cat Musta Paint di Arjasari Bandung Delianti, Mirna; Herlina, Listri; Kusumawardani, Astrin
Jurnal Nasional Manajemen Pemasaran dan SDM Vol. 5 No. 4 (2024): Jurnal Nasional Manajemen Pemasaran dan SDM
Publisher : Training & Research Institute - Jeramba Ilmu Sukses

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47747/jnmpsdm.v5i4.2537

Abstract

This study aims to develop effective business strategies for Musta Paint, a paint retail business in Bandung, to address declining sales and enhance competitiveness in the digital era. Using a qualitative research approach, this study employs SWOT analysis and Quantitative Strategic Planning Matrix (QSPM) to evaluate internal and external factors influencing the business. Data were collected from Musta Paint’s operational records and observations of market dynamics, focusing on key variables such as marketing strategies, customer engagement, and competitive positioning. The analysis reveals that Musta Paint’s dependency on traditional word-of-mouth marketing limits its market reach, especially in attracting younger, digitally active consumers. Results from the QSPM indicate that optimizing digital marketing and increasing presence on online platforms are the top-priority strategies, scoring highest in potential impact. Additional strategies include product innovation, seasonal promotions, and customer loyalty programs. The findings suggest that these strategies can enhance market reach, stabilize sales, and improve the company’s competitive edge. This research offers actionable insights for Musta Paint and similar SMEs navigating the challenges of the digital marketplace
Strategi Pengembangan Usaha Pada Toko Ikan Tenggiri Eman Carman Dengan Pendekatan Business Model Canvas dan Analisis SWOT Firdaus, Muhammad Fajar; Herlina, Listri; Kusumawardani, Astrin
Jurnal Nasional Manajemen Pemasaran dan SDM Vol. 5 No. 4 (2024): Jurnal Nasional Manajemen Pemasaran dan SDM
Publisher : Training & Research Institute - Jeramba Ilmu Sukses

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47747/jnmpsdm.v5i4.2538

Abstract

This study explores the business development strategy for Toko Ikan Tenggiri Eman Carman using the Business Model Canvas (BMC) framework and SWOT analysis. Traditional operations in the mackerel fish market face challenges such as fluctuating sales and dependency on fixed customer bases and suppliers. These issues result in financial instability and limited market reach. Applying the BMC framework analyzes nine essential components, including customer segments, key partnerships, value propositions, and cost structures. The SWOT analysis identifies internal strengths, weaknesses, and external opportunities and threats, providing a strategic roadmap for business development. This study highlights the need for digital transformation, such as utilizing social media and e-commerce platforms, to diversify sales channels and reduce reliance on traditional markets. Additionally, strategic partnerships with suppliers can stabilize costs and ensure product availability. Implementing these strategies aims to enhance business resilience, expand market access, and secure long-term sustainability. The practical implications of this research provide insights for small-scale business owners, particularly those relying on traditional markets, on how to adapt technology and digital marketing strategies to strengthen their position in an increasingly competitive market. By adopting these strategic steps, Toko Ikan Tenggiri Eman Carman can increase its competitiveness and achieve sustainable growth
Pengaruh Kompensasi, Promosi Jabatan dan Beban Kerja Terhadap Kinerja Karyawan Field Force PT Anugrah Argon Medica Cabang Bandung Miftah, Adis Abdul; Jaya, Rama Chandra
Jurnal Nasional Manajemen Pemasaran dan SDM Vol. 5 No. 4 (2024): Jurnal Nasional Manajemen Pemasaran dan SDM
Publisher : Training & Research Institute - Jeramba Ilmu Sukses

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47747/jnmpsdm.v5i4.2540

Abstract

Employee performance is essential to an organization's ability to achieve its goals. A particular organization or institution's success dramatically affects its employees' working conditions. To improve employee performance, companies do various things, such as providing adequate compensation and implementing job promotions that can be implemented fairly by considering aspects of meeting requirements. Through this process, employees are expected to maximize their responsibilities for their work, as well as the workload given. This study aims to determine the effect of compensation, job promotions, and workload on employee performance at PT. Anugrah Argon Medica, Bandung branch. The research method used in this study uses a quantitative approach with a descriptive verification method. The data type used is primary data with a questionnaire data collection technique. The population in this study were employees of PT. Anugrah Argon Medica, Bandung branch, totaling 45 employees. The sampling technique used was a nonprobability sampling technique with total sampling. Data analysis in this study used multiple linear regression analysis. The study showed that the distribution of compensation showed somewhat appropriate results, job promotions in the high or very appropriate category, a reasonably high workload, and employee performance assessments classified as moderate or relatively high. The results of the hypothesis testing show that partially (1) Compensation has a significant positive effect on employee performance, (2) Job promotion has a significant positive effect on employee performance, (3) workload has a significant negative effect on employee performance, and (4) simultaneously compensation, job promotion and workload simultaneously have a significant positive effect on employee performance
Analisa Strategi Model Bisnis Pada Cheseroll Lezat Madani, Wanda Nurul; Ali, Mochammad Mukti
Jurnal Nasional Manajemen Pemasaran dan SDM Vol. 5 No. 4 (2024): Jurnal Nasional Manajemen Pemasaran dan SDM
Publisher : Training & Research Institute - Jeramba Ilmu Sukses

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47747/jnmpsdm.v5i4.2545

Abstract

This research analyzes Cheseroll Lezat's business model strategy using a SWOT analysis approach. Through this analysis, the author evaluates the internal and external factors influencing Cheseroll Lezat's business success. SWOT analysis consists of identifying strengths, weaknesses, opportunities, and threats, which provides a comprehensive overview of the current state of the business and the challenges faced in the market. Based on the SWOT analysis results, it is known that the strengths, weaknesses, threats, and opportunities of delicious chess-rolls are strongly influenced by internal strengths such as product quality and customer loyalty. In contrast, existing weaknesses, such as distribution limitations, can be overcome by taking advantage of growing market opportunities. This research also provides strategic recommendations to improve the competitiveness of the business in the future by capitalizing on existing opportunities and overcoming threats. SWOT strategy where delicious chess-rolls' strengths, weaknesses, threats, and opportunities are strongly influenced by internal strengths such as product quality and customer loyalty.
Pengaruh Brand Image dan Brand Ambassador Terhadap Keputusan Pembelian Pada Aplikasi Bukalapak Martadiyani, Fany; Sarah, Siti
Jurnal Nasional Manajemen Pemasaran dan SDM Vol. 5 No. 4 (2024): Jurnal Nasional Manajemen Pemasaran dan SDM
Publisher : Training & Research Institute - Jeramba Ilmu Sukses

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47747/jnmpsdm.v5i4.2546

Abstract

This research endeavours to examine the impact of Brand Image and Brand Ambassador on Purchasing Decisions within the Bukalapak Application, employing quantitative research methodologies alongside verification and descriptive analytical approaches. The primary data were gathered through pre-surveys, questionnaires, document compilation, and interviews, specifically targeting consumers who had conducted transactions on the Bukalapak Application. The study's sample was selected using a non-probabilistic sampling method, namely the assessment sample technique, resulting in a population and research sample of 100 users who had engaged in transactions on the Bukalapak Application. Regression analysis findings revealed that Brand Image and Brand Ambassador significantly affected Purchasing Decisions, whilst the coefficient of determination yielded a value of 0.950 or 95%. This indicates that the Brand Image and Brand Ambassador variables collectively influenced Purchasing Decisions by 95%, with the remaining 5% attributed to other factors.
Analisis Konten Media Sosial Yang Efektif Untuk Menarik Minat Generasi Z Dalam Memilih Perguruan Tinggi: (Studi Kasus Politeknik Pariwisata Prima Internasional) Khalim, Abdul; Fitriyana, Dian
Jurnal Nasional Manajemen Pemasaran dan SDM Vol. 6 No. 1 (2025): Jurnal Nasional Manajemen Pemasaran dan SDM
Publisher : Training & Research Institute - Jeramba Ilmu Sukses

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47747/jnmpsdm.v6i1.2634

Abstract

This study aims to evaluate the effectiveness of social media content strategies implemented by Politeknik Pariwisata Prima Internasional in attracting the interest of Generation Z as prospective students. Through a sequential exploratory approach, this study combines qualitative methods, in the form of in-depth analysis of social media content, and quantitative, through an online survey of 50 Generation Z respondents who are active on the institution's social media platforms. The analysis results show that content related to campus life, student activities, and overseas fieldwork experience (Prakerin) dominates the institution's posts. These contents have proven effective in arousing curiosity and relevance among Generation Z, who often seek information about campus life before deciding to enroll. However, this study also identified several areas that need improvement. Although the visual quality of the content is quite good, it still needs to be optimized. Filters, visual effects, and more attractive graphic designs can increase the appeal of the content. In addition, the level of content interactivity is still relatively low. Features such as quizzes, polls, and Q&A sessions with students can increase engagement and provide opportunities for prospective students to interact directly with the institution. The survey results confirm the findings of the qualitative analysis. Respondents stated that content that shows real-life students and internship experiences is very interesting. Generation Z tends to be attracted to content that is authentic and relevant to their experiences. In addition, they also appreciate content that is entertaining, informative, and up-to-date
Analisis Strategi Pemasaran Produk Frozen Food Untuk Meningkatkan Penjualan Menggunakan Metode Analisis Swot Dan Metode Deksriptif Eksploratif Pada PT Primafood International (Fiesta Group) Maulani, Farid Rahma
Jurnal Nasional Manajemen Pemasaran dan SDM Vol. 5 No. 3 (2024): Jurnal Nasional Manajemen Pemasaran dan SDM
Publisher : Training & Research Institute - Jeramba Ilmu Sukses

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47747/jnmpsdm.v5i3.2105

Abstract

This study conducted a SWOT analysis of PT. Primafood International's marketing strategy to improvemarketing competitiveness, especially in the frozen food sector, where sales and revenue have decreased overthe past year. The method used is a qualitative method with an exploratory descriptive approach, data collectedthrough interviews, direct observation, and secondary and primary sources. The EFE analysis identifiedincreasing market potential (0.6222) as the main opportunity and price wars (0.6984) as the main threat. TheIFE matrix highlights product diversity (0.7718) as the greatest strength and simple management (0.1712) asthe greatest weakness. PT Primafood International is in quadrant II of the IE matrix, indicating the need forgrowth and development. Based on the SWOT analysis, the most appropriate strategy used by the company isto expand cooperation with various agents or resellers in various regions, both in Pasuruan City and PasuruanRegency.
Efektivitas Strategi Rekrutmen Berbasis Job Training untuk Memperoleh Karyawan yang Memiliki Sikap Religiusitas serta Berkualitas : Studi pada KSPPS Tunas Artha Mandiri Syariah KC Magetan Handayani, Rizky Estu; Damanuri, Aji
Jurnal Nasional Manajemen Pemasaran dan SDM Vol. 6 No. 1 (2025): Jurnal Nasional Manajemen Pemasaran dan SDM
Publisher : Training & Research Institute - Jeramba Ilmu Sukses

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47747/jnmpsdm.v6i1.2512

Abstract

The employee recruitment process is key in a company. Qualified employees are quality employees who show good human resources. KSPPS Tunas Artha Mandiri Syariah KC Magetan, in its employee recruitment, uses a job training strategy that is proven to be effective in providing employee outputs who have an attitude of religiosity and quality. This research uses a qualitative approach with descriptive analysis and field research. This research serves as a tool to understand the effectiveness of job training in the recruitment process and as a basis for decision-making. Recruitment process, but also as a basis for strategic decision-making related to human resource management at KSPPS Tunas Artha Mandiri. Decisions on human resource management at KSPPS Tunas Artha Mandiri Syariah KC Magetan. In addition, this analysis also allows the company to identify weaknesses and challenges that may arise in the implementation of job training.By knowing these obstacles, KSPPS can develop more effective and efficient improvement strategies. They are more appropriate and efficient in recruiting employees with superior competence. who have superior competence.
Pemasaran Padi Organik Raharja, I Made Dwicky; Arisena, Gede Mekse Korri
Jurnal Nasional Manajemen Pemasaran dan SDM Vol. 6 No. 1 (2025): Jurnal Nasional Manajemen Pemasaran dan SDM
Publisher : Training & Research Institute - Jeramba Ilmu Sukses

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47747/jnmpsdm.v6i1.2678

Abstract

Organic rice is increasingly in demand, especially due to the impact of COVID-19, which has increased public awareness of health and raised more concern for the environment. This organic rice also functions to maintain a country's food security and has nutritional content that is free from synthetic chemicals, making it good for health. Although the market prospects for organic rice are quite promising, the marketing process still faces various challenges, such as price fluctuations, limited market access, and a lack of understanding from farmers regarding effective marketing strategies, which are obstacles in expanding the organic rice market. In addition, the large price difference between producers (farmers) and each marketing chain causes farmers' profits to be less than optimal and can reduce consumer interest. Therefore, a study is needed on the effectiveness of marketing channels and strategies that can increase the competitiveness of organic rice products in the market. This study aims to analyze the margins in organic rice marketing channels, as well as to analyze their efficiency. The method used in this study is the library research method (literature study). The results of the survey indicate that relatively high selling prices still constrain organic rice marketing due to inefficient marketing channels and limited distribution networks to the market. Therefore, strategies for marketing channels and determining the right partnerships are needed to increase organic rice marketing. Additionally, the government needs to support market access, provide incentives for farmers, and expand education about the importance of organic products. With a more effective marketing strategy, it is hoped that organic rice can achieve higher competitiveness in both domestic and international markets.

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