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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 151 Documents
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Peran Sikap, Risiko, dan Kebijakan Pemerintah dalam Mendorong Niat Pembelian Mobil Listrik di Kota Palembang Armanto, Rully; Rasjid, Abdullah; Gunarto, Muji
Jurnal Nasional Manajemen Pemasaran dan SDM Vol. 6 No. 2 (2025): Jurnal Nasional Manajemen Pemasaran & Sumber Daya Manusia
Publisher : Training & Research Institute - Jeramba Ilmu Sukses

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47747/jnmpsdm.v6i2.2833

Abstract

This study aims to analyze the influence of attitude, risk perception, and government policy on the intention to purchase electric cars in Palembang City. Referring to the Stimulus-Organism-Response (SOR) theoretical framework, this study posits that risk perception and policy serve as a stimulus, attitude as an organism, and purchase intention as a response. This study uses a quantitative approach with a survey method on 135 respondents who have the potential to be electric car buyers. The results of the study indicate that risk perception does not have a significant effect on attitude or purchase intention. In contrast, government policy and environmental concerns have a significant positive effect on attitude, while relative advantage also has a strong contribution. Consumer attitudes have been shown to have a significant effect on forming the intention to purchase electric cars. The conclusion of this study confirms that the strategy for adopting electric cars needs to be focused on strengthening positive consumer attitudes through policy incentives, environmental education, and promotion of the benefits of electric vehicles. Managerially, the government needs to expand fiscal and non-fiscal policies and accelerate the development of supporting infrastructure. Manufacturers and automotive industry players are also expected to increase marketing campaigns based on environmental values ​​and operational efficiency to increase the attractiveness of the electric vehicle market.
Persepsi Pengiklan Terhadap Kebijakan Pemerintah Kota Pangkalpinang pada Penggunaan Baliho PT Cinda Karya Media Ridwan, Eka Muzalfitri; Sumarno, Sumarno; Hadzami, Meizha; Azzahra, Maharani Fatiya
Jurnal Nasional Manajemen Pemasaran dan SDM Vol. 6 No. 2 (2025): Jurnal Nasional Manajemen Pemasaran & Sumber Daya Manusia
Publisher : Training & Research Institute - Jeramba Ilmu Sukses

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47747/jnmpsdm.v6i2.2839

Abstract

This study examines advertisers' perceptions of Pangkalpinang City's government policy regarding the regulation of billboards and its implications for PT Cinta Karya Media. Billboards are one of the most commonly used outdoor advertising media due to their broad reach and visual impact. However, recent government policies have introduced stricter regulations on the number, location, and duration of billboard installations in order to maintain city aesthetics and order. This research employs a qualitative approach, utilizing in-depth interviews with advertisers operating in Pangkalpinang and management representatives of PT Cinta Karya Media. The findings reveal that many advertisers perceive the policy as restrictive, impacting their advertising strategies and effectiveness. As a result, some have shifted to alternative media, such as digital advertising. PT Cinta Karya Media has responded by adapting its business strategies, exploring new advertising media, and optimizing permissible billboard locations. This study concludes that while the policy contributes positively to urban order, it presents economic challenges, particularly for small and medium advertisers. It recommends that local governments adopt more flexible policies that strike a balance between city planning and business growth. Furthermore, innovation in advertising media is encouraged for both advertisers and media companies.
Pengaruh Experiential Marketing, Service Innovation, Brand Image terhadap Customer Satisfaction dan Customer Loyalty Angelia, Jeveline; Nisa, Puspita Chairun
Jurnal Nasional Manajemen Pemasaran dan SDM Vol. 6 No. 3 (2025): Jurnal Nasional Manajemen Pemasaran dan Sumber Daya Manusia
Publisher : Training & Research Institute - Jeramba Ilmu Sukses

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47747/jnmpsdm.v6i3.3014

Abstract

Customers often rely on reviews because customer satisfaction can create value for companies and is an important element in attracting new customers in a more efficient way than retaining existing customers. This study aims to analyse the influence of experiential marketing, service innovation, and brand image on customer satisfaction, as well as the influence of customer satisfaction on customer loyalty. Data collection was conducted among customers of Janji Jiwa coffee shops in the Jakarta and Bekasi areas, aged 17 years or older and with a minimum of two purchases within three months. This study employs a quantitative approach using descriptive causality methods and Structural Equation Modelling – Partial Least Squares (SEM-PLS) analysis techniques. The sample size consists of 125 respondents selected using purposive sampling. The results of the study indicate that experiential marketing, service innovation, and brand image each have a positive and significant influence on customer satisfaction. Furthermore, customer satisfaction was also found to have a positive and significant influence on customer loyalty. The managerial implications of this study suggest that Janji Jiwa should strengthen customer experience, develop experiential marketing and service innovation, and maintain brand image to ensure that customer satisfaction and customer loyalty continue to increase sustainably.
Dampak Sektor Perkebunan, Perikanan, dan Pariwisata terhadap Produk Domestik Bruto Bangka Belitung ifada, zuriyat; Az-zahid, Muhammad Fawaz
Jurnal Nasional Manajemen Pemasaran dan SDM Vol. 6 No. 3 (2025): Jurnal Nasional Manajemen Pemasaran dan Sumber Daya Manusia
Publisher : Training & Research Institute - Jeramba Ilmu Sukses

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47747/jnmpsdm.v6i3.3029

Abstract

This study aims to analyze the impact of the plantation, fisheries, and tourism sectors on the Gross Regional Domestic Product (GRDP) of the Bangka Belitung Province, with tin export acting as a moderating variable. The research utilizes semi-annual secondary data from 2017 to 2023. A quantitative approach is applied using multiple linear regression and Moderated Regression Analysis (MRA). The results indicate that the fisheries and tourism sectors have a positive and significant effect on GRDP, whereas the plantation sector does not show a statistically significant influence. Tin export as a moderating variable significantly strengthens the relationship between the fisheries and tourism sectors and GRDP, but weakens the link between the plantation sector and GRDP. These findings suggest that tin export may function both as a catalyst and a structural distortion to domestic sectors. Therefore, inclusive and cross-sectoral economic policies are necessary to ensure balanced and sustainable regional economic growth.
Analysis of the Impact of Product Quality, Price, and Brand Image on Purchase Decisions with Consumer Buying Interest as a Mediating Variable among iPhone Users in Yogyakarta Heriputranto, Lukas Agung; Damanik, Ganda Wijaya; Kaloeti, Ade Kristianus
Jurnal Nasional Manajemen Pemasaran dan SDM Vol. 6 No. 3 (2025): Jurnal Nasional Manajemen Pemasaran dan Sumber Daya Manusia
Publisher : Training & Research Institute - Jeramba Ilmu Sukses

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47747/jnmpsdm.v6i3.3037

Abstract

This research investigates the impact of product quality, price, and brand image on purchase decisions, with consumer buying interest serving as a mediating variable, specifically among iPhone users in Yogyakarta. Employing a quantitative descriptive approach, data were gathered through questionnaires distributed to 100 respondents selected through purposive sampling. The analysis utilized various statistical tests, including Validity, Reliability, Convergent Validity, Discriminant Validity, AVE, Adjusted R², and F². The results indicate that Product Quality, Price, and Brand Image have a significant effect on Consumer Buying Interest. Nevertheless, these elements do not exert a direct positive influence on actual Purchase Decisions. The demographic profile of the respondents predominantly consisted of males aged 17–25, who were self-employed, possessed high school or diploma qualifications, and resided in Sleman. This study underscores the essential function of Consumer Buying Interest in connecting marketing elements (quality, price, brand image) with actual purchasing actions. It provides important implications for marketers and smartphone brands, suggesting that to enhance purchase rates, strategies should prioritize fostering consumer interest rather than relying solely on product characteristics.
The Influence of Compensation, PO-Fit and Islamic Work Ethics on Employee Performance at BSI KCP Palembang KM 6 Farizki, Muhammad; Hildayanti, Siti Komariah; Emilda, Emilda
Jurnal Nasional Manajemen Pemasaran dan SDM Vol. 6 No. 4 (2025): Jurnal Nasional Manajemen Pemasaran dan Sumber Daya Manusia
Publisher : Training & Research Institute - Jeramba Ilmu Sukses

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47747/jnmpsdm.v6i4.2892

Abstract

This study aims to analyze and determine the effect of compensation, PO-fit and Islamic wotk ethics partially and simultaneously on employee performance at BSI KCP Palembang KM 6. This study used quantitative analysis methods. The sampling technique uses saturated sampling where all 52 employees are respondents. The data in this study was obtained through the distribution of questionnaires to all employees of BSI KCP Palembang KM 6. Analysis techniques The data analysis technique uses SPSS software version 24, which consists of validity and reliability tests, classical assumption tests, hypothesis tests and multiple regression analysis. Based on the results of the t test, Compensation, PO-Fit and Islamic Work Ethics partially have a positive and significant effect on employee performance by obtaining a sig value of 0.000 < 0.05. Based on the results of the F test, compensation, PO-Fit and Islamic Work Ethics simultaneously affect the job satisfaction of BSI KCP Palembang KM 6 employees with a sig value of 0.00 < 0.05. The Correlation Coefficient (R) with a value of 0.959 shows the relationship (correlation) between compensation variables, PO-fit and Islamic work ethics on employee performance. The Coefficient of Determination (R2) of 92% is influenced by compensation, PO-fit and Islamic work ethics while the remaining 8% is influenced by other variables
Internal Marketing, Customer Orientation, dan Marketing Performance (Studi pada Industri Handycraft Rajapolah) Muktiana, Idam; Mubarok , Rahadian Muhammad Dafa; Pauzy , Depy Muhamad; Sonjaya, Dede
Jurnal Nasional Manajemen Pemasaran dan SDM Vol. 6 No. 4 (2025): Jurnal Nasional Manajemen Pemasaran dan Sumber Daya Manusia
Publisher : Training & Research Institute - Jeramba Ilmu Sukses

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47747/jnmpsdm.v6i4.3062

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh pemasaran internal terhadap kinerja pemasaran melalui orientasi pelanggan sebagai variabel mediasi pada pelaku usaha kerajinan tangan di Rajapolah, Tasikmalaya. Data dikumpulkan melalui kuesioner yang disebarkan kepada 30 pengusaha kerajinan tangan. Analisis yang digunakan adalah uji validitas dan reliabilitas, uji asumsi klasik, analisis jalur, dan uji Sobel. Hasil penelitian menunjukkan bahwa semua indikator valid dan reliabel, dengan nilai Cronbach's Alpha lebih besar dari 0,96. Data terdistribusi normal (p > 0,10), tanpa terdeteksi heteroskedastisitas atau autokorelasi, meskipun multikolinearitas tinggi diamati antara variabel X dan Z. Analisis jalur menunjukkan bahwa pemasaran internal memiliki efek positif yang signifikan terhadap orientasi pelanggan (β = 1,1337; p < 0,001) dan kinerja pemasaran (β = 0,4427; p < 0,001). Orientasi pelanggan juga memiliki efek positif terhadap kinerja pemasaran (β = 0,5304; p < 0,001). Uji Sobel (z = 5.3446; p < 0.001) menegaskan bahwa orientasi pelanggan secara signifikan memediasi pengaruh pemasaran internal terhadap kinerja pemasaran, sebagian
Pengaruh Social Media Marketing, Electronic Word of Mouth, Dan Kualitas Pelayanan Terhadap Keputusan Pembelian Konsumen Terhadap Dashoescare Denpasar Putri, Sukmasari Triana Gita; Narayan, I Nyoman Gede Gita
Jurnal Nasional Manajemen Pemasaran dan SDM Vol. 6 No. 4 (2025): Jurnal Nasional Manajemen Pemasaran dan Sumber Daya Manusia
Publisher : Training & Research Institute - Jeramba Ilmu Sukses

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47747/jnmpsdm.v6i4.3224

Abstract

The study aims to examine and analyse the impact of social media marketing (SMM), electronic word-of-mouth (eWOM), and service quality on purchasing decisions. This research was conducted at Dashoescare, located in Denpasar, involving 76 respondents selected using the Slovin formula. All data were collected through questionnaires and were declared valid for use. They were analysed using multiple linear regression and hypothesis testing (t-test and F-test). This study reveals that: (1) Social media marketing, electronic word of mouth, and service quality have a positive influence on purchasing decisions at Dashoescare, Denpasar. (2) Social media marketing has a positive impact on purchasing decisions at Dashoescare, indicating that improvements in social media marketing can increase purchasing decisions. (3) Electronic word of mouth also contributes positively to purchasing decisions, explaining that the more effective this strategy is, the greater the purchasing decisions by consumers. (4) Service quality shows a positive influence on purchasing decisions, explaining that improvements in service quality can encourage better purchasing decisions at Dashoescare.
Peran Perceived Value Dalam Memediasi Pengaruh E-Wom Terhadap Minat Beli Mahasiswa Generasi Z di Universitas Perjuangan Tasikmalaya (Shopee Case Study) Ashari, Riki Aksan Aji; Huhamad Pauzy, Depy; Nafilah Faza, Shita; Nugraha, Helmi; Husni Herlisana Putra, Fajril
Jurnal Nasional Manajemen Pemasaran dan SDM Vol. 7 No. 1 (2026): International journal of marketing & Human Resourches Research
Publisher : Training & Research Institute - Jeramba Ilmu Sukses

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47747/jnmpsdm.v7i1.3315

Abstract

This research aims to analyze the role of perceived value in mediating the effect of electronic word of mouth (e-WOM) on the purchase intention of Generation Z students who use Shopee at Universitas Perjuangan Tasikmalaya. This study employed a quantitative, survey-based approach. The sampling technique used was purposive sampling with a total of 100 respondents who had previously made purchases through Shopee. Data were collected using an online questionnaire measured with a five-point Likert scale. . The results indicate that e-WOM has a positive and significant effect on both perceived value and purchase intention. Furthermore, perceived value has a positive and significant effect on purchase intention and partially mediates the relationship between e-WOM and purchase intention. These findings suggest that user-generated content, such as reviews and recommendations on the Shopee platform, enhances consumers’ perceived value, thereby increasing their purchase intention.
The Influence of Consumer Perception Factors on Purchase Intention at YouTube Shopping Affiliate Marketing Platform Farrell, Rheza Ivan; Fachira, Ira
Jurnal Nasional Manajemen Pemasaran dan SDM Vol. 7 No. 1 (2026): International journal of marketing & Human Resourches Research
Publisher : Training & Research Institute - Jeramba Ilmu Sukses

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47747/jnmpsdm.v7i1.3418

Abstract

This study explores the key factors influencing consumer purchase intentions on the YouTube Shopping affiliate marketing platform and how consumer perception of affiliate content on the platform affects purchase intentions. Quantitative approach used by gathering data via a survey of 306 respondents and processed using PLS-SEM through SmartPLS 4.0 software. The results demonstrated that argument quality, expertise, trustworthiness, perceived usefulness, and perceived ease of use had a significant positive impact on consumer perceptions, which, in turn, led to purchase intention. Conversely, entertainment, informativeness, and the static visual cue have an insignificant impact on consumer perception that leads to purchase intention. This study highlights the importance of consumer perception factors (argument quality, expertise, trustworthiness, perceived usefulness, and perceived ease of use) in shaping consumer purchase intentions on the YouTube Shopping affiliate marketing platform. It provides creators with important insights into the factors that significantly improve the effectiveness of their affiliate content on the YouTube Shopping platform

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