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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 162 Documents
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The Influence of Customer Trust, Customer Satisfaction and Institutional Image on Customer Loyalty at BMT Istiqlal Pekalongan Fikky Aryudha; Nur Kholidah
Jurnal Nasional Manajemen Pemasaran dan SDM Vol. 7 No. 1 (2026): 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.v7i1.3426

Abstract

This study aims to examine the effect of customer trust, customer satisfaction, and institutional image on customer loyalty at BMT Istiqlal Pekalongan. The research addresses a gap in previous studies, which have rarely examined these variables simultaneously within the context of Islamic microfinance institutions. A quantitative explanatory researcch design was employed to analyze the causal relationships among variables. The study involved 100 active customers selected through purposive sampling. Data were collected using a structured questionnaire with a five-point Likert scale and analyzed using Structural Equation Modeling based on Partial Least Squares (SEM-PLS) with SmartPLS 4. The measurement model evaluation confirmed that all indicators met the criteria for convergent validity and reliability. The structural model results indicate that customer trust, customer satisfaction, and institutional image have positive and significant effects on customer loyalty. Customer trust emerged as the most dominant variable influencing loyalty, followed by customer satisfaction and institutional image. The coefficient of determination (R² = 0.516) shows that the three independent variables explain 51.6% of the variance in customer loyalty. These findings highlight the importance of strengthening trust-based relationships, enhancing service quality, and maintaining a positive institutional image to foster sustainable customer loyalty in Islamic microfinance institutions.
Inovasi Merek dan Pengemasan dalam Pemasaran Produk Pertanian Lokal Trisulo Trisulo
Jurnal Nasional Manajemen Pemasaran dan SDM Vol. 7 No. 1 (2026): 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.v7i1.3420

Abstract

This study investigates the influence of branding and packaging innovation on the marketing performance of local agricultural products among 10 agribusiness enterprises in East Java, Indonesia. Using a quantitative survey design, data were collected through structured questionnaires administered to business owners and marketing managers. Branding was measured through brand identity, positioning, and communication, while packaging innovation included design, functionality, sustainability, and labeling clarity. Marketing performance was assessed based on sales growth, market expansion, and customer loyalty. Multiple linear regression analysis was employed to test the proposed relationships. The results indicate that branding and packaging innovation simultaneously have a significant effect on marketing performance (F = 7.42, p = 0.004), with an R² of 0.68. Individually, branding shows a positive and significant effect (β = 0.41, t = 2.87, p = 0.012), while packaging innovation demonstrates a stronger influence (β = 0.53, t = 3.64, p = 0.003). These findings suggest that packaging innovation plays a more dominant role in enhancing perceived product value and attracting new customers. The study highlights the strategic importance of integrating brand development with sustainable packaging innovation to strengthen the competitiveness of local agricultural products.
Adaptation of Generation Z Employees to Artificial Intelligence in the Workplace Implications for HR Management Muhammad Ramdhan
Jurnal Nasional Manajemen Pemasaran dan SDM Vol. 7 No. 2 (2026): 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.v7i2.3435

Abstract

This study aims to explore how Generation Z employees adapt to the implementation of Artificial Intelligence in the workplace and to examine its implications for Human Resource Management (HRM). The research was conducted in organizations located in Cianjur, Indonesia, using a qualitative approach. Data were collected through semi-structured interviews with 10–15 Generation Z employees, selected purposively. The data were analyzed using thematic analysis to identify patterns related to adaptation processes, challenges, and organizational support. The findings reveal that Generation Z employees demonstrate a high level of adaptability to AI technologies, primarily through self-directed learning, peer collaboration, and experiential learning. AI is perceived as a tool that enhances efficiency, productivity, and decision-making accuracy. However, several challenges were identified, including limited advanced digital skills, fear of job displacement, and insufficient organizational support. The study also finds that adaptation to AI is not solely a technical process but involves psychological and organizational dimensions. Furthermore, HRM plays a crucial role in facilitating successful AI adoption. HR is expected to act as a strategic partner by providing continuous training, fostering a digital organizational culture, and supporting employees’ emotional readiness. The study concludes that the success of AI implementation depends on the alignment between technology, human resources, and organizational strategies. This research contributes to the literature by providing context-specific insights from a regional setting and highlighting the importance of a human-centered approach in managing digital transformation. Future research is recommended to adopt quantitative or mixed-methods designs and to explore broader contexts to enhance generalizability
Digital Marketing Strategy Analysis to Increase Brand Awareness of MSMEs in the Era of Digital Transformation Yeni Yeni; Zakaria Wahab; Aldy Hidayatullah
Jurnal Nasional Manajemen Pemasaran dan SDM Vol. 7 No. 2 (2026): 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.v7i2.3437

Abstract

To analyze the strategy of rapid information technology development driving digital transformation in various sectors, including marketing. Technologies such as Artificial Intelligence (AI), Big Data, Cloud Computing, the Internet of Things (IoT), mobile apps, social media, and automation are becoming key drivers of change, enabling faster, error-free, cost-effective, and increased productivity. This study employed a purposive sampling technique and used G*Power software to determine the sample size. Data analysis was conducted using the chi-square test on 13 brand information attributes using IBM SPSS Statistics 25. The initial data processing and visualization stages were supported by Microsoft Excel 2016. At Kambang Iwak and Mitra Supermarket (Palembang City), 43 MSME owners participated in the survey, while 37 did so.  The findings demonstrate that digital marketing is far more efficient than conventional marketing for MSMEs. By leveraging organic social media content, WhatsApp promotions, and live shopping, MSMEs can still achieve broad awareness and reach the national market at low costs. The results of this study indicate that digital marketing strategies that can increase brand awareness in the era of integrated digital transformation include optimizing social media marketing, expanding brand reach, and building a positive image in consumers' minds. A well-designed digital marketing strategy that adapts to technological developments can be a key instrument in increasing a company's brand awareness in the era of digital transformation. The success of digital marketing strategies has proven effective in increasing brand awareness for MSMEs in the era of digital transformation. This study provides evidence that the most dominant outcomes are increased brand visibility, higher customer engagement, more efficient promotional costs, more specific target markets, increased consumer trust, and stronger MSME competitiveness.
The Influence of E-WoM, Social Media Marketing, Beauty Vlogger, and Endorser Congruence on Perfume Product Purchase Decisions Among Gen Z And Millennials Maisal Ardi Maulana; Muhammad Arifiyanto
Jurnal Nasional Manajemen Pemasaran dan SDM Vol. 7 No. 2 (2026): 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.v7i2.3456

Abstract

Perfume product purchases made by members of Generation Z and Millennials are investigated in this study, along with the elements that influence these generations opinions of E-WOM, beauty vloggers, social media marketing, and endorser congruence. We used a quantitative method by surveying 200 people from Generation Z and Millennials who had bought scent goods. . According to the findings, there is a favorable relationship between purchase decisions and E-WOM, social media marketing, beauty vloggers, and endorser congruence. Findings from this research stress the significance of influencer marketing and digital marketing in molding customer views and motivating purchases. The results give light on how perfume companies may enhance the efficacy of their digital marketing campaigns, especially in the realms of social media and influencer partnerships, to sway customer decision-making and boost sales.
WhatsApp Marketing Strategy in Building Brand Awareness of Multi-Brand Muslim Fashion Products Wasilatul Maufiroh; Moh. Idil Ghufron
Jurnal Nasional Manajemen Pemasaran dan SDM Vol. 7 No. 2 (2026): 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.v7i2.3463

Abstract

WhatsApp, as a messaging app, is used by the Ely Collection store to send product promotion messages. This study aims to analyze the marketing method used by Ely Collection through the WhatsApp channel to build multi-brand Muslim fashion products in Pajarakan. The background of this research is the increasingly fierce competition in the Muslim fashion industry and the shift from conventional to digital marketing, especially among micro businesses that rely on direct consumer communication. This study uses a qualitative case study approach. Data was obtained through in-depth interviews, observations, and documentation, then analyzed using qualitative descriptive techniques. The results of the study show that WhatsApp is the primary medium for promotion, communication, and transactions, with users using status, catalog, and direct message features. This strategy can increase interaction and closeness with consumers and encourage customer loyalty. However, marketing effectiveness remains suboptimal due to obstacles such as inconsistent promotions, low sales conversion rates, and weak brand awareness stemming from multi-brand business models. This study concludes that WhatsApp has an important role in supporting relationship-based digital marketing in local Muslim fashion businesses. Strategic optimization, planned and consistent, is necessary to strengthen brand identity and improve sales performance.
Structured Decision-Making as a Leadership Competency in Manufacturing Technology Investment Jelsi Ratu Berlianne; Pri Hermawan
Jurnal Nasional Manajemen Pemasaran dan SDM Vol. 7 No. 2 (2026): 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.v7i2.3473

Abstract

Deciding on investment technology in the manufacturing sector is difficult to do properly. Most of the time, decision options are visible enough to leadership; what makes it harder is getting people with different functional backgrounds and different definitions of success to evaluate those options against the same criteria. This study was conducted at PT J, one of the largest footwear manufacturers in Indonesia, specifically during the calendaring process of rubber outsole production. Material waste is one of the business issues that occurred, where a partial automation pilot had been running for over a year without closing the maximum targeted percentage gap. There is no structured decision framework for choosing the best solution, even though three proposed solutions are available. To provide a structured evaluation of the decision process, this study starts with a Kepner-Tregoe Problem Analysis to define the actual problem before considering alternative solutions. Value-Focused Thinking ensures every function criterion of success is collected and can be generated for possible alternative solutions. To select the best solution, the Analytical Hierarchy Process converted that definition of success into a set of weighted criteria and ranked the best alternative by prioritization assessment. A critical task for the QC Manager was to be alert for any defects. Thickness measurement data was essential for the Production Manager before making any improvements. The Automation Engineer Manager defined a project as a success if the system was reliable, rather than compromising dependability. The plant manager was always asking about what might happen from each of the options for the next investment. These four framings were acquired by putting them into the same evaluation frame at the same time. The only thing that made the most sense was the set of criteria weights. The 18.3% combined weight for cost was second to quality at 30.9%. This systematized process did not change these managers' thinking. It, in fact, found the first opportunity to see how they really think
Building Banking Customer Loyalty: The Roles of Product Quality, Customer Service, Operational Excellence, and Work Environment Rully Armanto; Abdullah Rasjid; Muji Gunarto
Jurnal Nasional Manajemen Pemasaran dan SDM Vol. 7 No. 2 (2026): 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.v7i2.3532

Abstract

Customer loyalty is a strategic outcome for banks because it reflects trust, repeat use, intention to recommend, and customers' willingness to maintain long-term relationships with financial institutions. This study examines the effects of product quality, customer service, operational excellence, and work environment on banking customer loyalty. The study applies a quantitative explanatory survey design involving 114 banking customers. Data were collected using a structured questionnaire on a five-point Likert scale and analyzed using validity and reliability testing, descriptive statistics, multiple linear regression, t-tests, F-tests, and coefficient of determination. The results show that all research instruments are valid and reliable. Product quality has a positive and significant effect on customer loyalty, indicating that useful, secure, reliable, and easy-to-understand banking products strengthen customer commitment. Customer service also has a positive and significant effect, confirming that responsiveness, empathy, accuracy, and assurance in service encounters are central to customer retention. Operational excellence significantly affects loyalty by ensuring speed, transparency, accuracy, and convenience in banking procedures. The work environment has a positive and significant effect because employee coordination, professional service climate, and adequate service facilities shape customers' service experience. Simultaneously, the four independent variables significantly explain 75.4% of the variance in customer loyalty. The findings imply that banks should not treat loyalty merely as a promotional outcome, but as an integrated result of product relevance, service quality, process reliability, and employee-supportive internal conditions.
Pengaruh Content Marketing TikTok terhadap Minat Beli Konsumen melalui Kepercayaan Konsumen pada Produk Alat Teknik Sipil Rika Anggareni; Dadan Abdul Aziz Mubarok
Jurnal Nasional Manajemen Pemasaran dan SDM Vol. 7 No. 2 (2026): 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.v7i2.3536

Abstract

WhatsApp, as a messaging app, is used by the Ely Collection store to send product promotion messages. This study aims to analyze the marketing method used by Ely Collection through the WhatsApp channel to build multi-brand Muslim fashion products in Pajarakan. The background of this research is the increasingly fierce competition in the Muslim fashion industry and the shift from conventional to digital marketing, especially among micro businesses that rely on direct consumer communication. This study uses a qualitative case study approach. Data was obtained through in-depth interviews, observations, and documentation, then analyzed using qualitative descriptive techniques. The results of the study show that WhatsApp is the primary medium for promotion, communication, and transactions, with users using status, catalog, and direct message features. This strategy can increase interaction and closeness with consumers and encourage customer loyalty. However, marketing effectiveness remains suboptimal due to obstacles such as inconsistent promotions, low sales conversion rates, and weak brand awareness stemming from multi-brand business models. This study concludes that WhatsApp has an important role in supporting relationship-based digital marketing in local Muslim fashion businesses. Strategic optimization, planned and consistent, is necessary to strengthen brand identity and improve sales performance.
Kompetensi SDM dan Kinerja Karyawan: Mediasi Kesenjangan Kompetensi di Keraton Jimbaran Beach Resort Ni Putu Widiastuti; Mutria Farhaeni; Putu Suweca Nata Udayana
Jurnal Nasional Manajemen Pemasaran dan SDM Vol. 7 No. 1 (2026): 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.v7i1.3405

Abstract

This study aims to analyze the effect of HR Competence on Employee Performance with Competency Gap as a mediating variable at Keraton Jimbaran Beach Resort. The dynamic nature of the hospitality industry demands a match between employee capabilities and four star service standards. The research method used is quantitative, with questionnaires distributed to the employees of Keraton Jimbaran Beach Resort. Data analysis utilized Partial Least Squares (PLS) to test the relationships between variables. The results show that: (1) HR Competence has a positive and significant effect on Employee Performance; (2) HR Competence has a negative and significant effect on Competency Gap; (3) Competency Gap has a negative and significant effect on Employee Performance; (4) Competency Gap significantly mediates the influence of HR Competence on Employee Performance. These findings imply that the management of Keraton Jimbaran Beach Resort needs to focus on reducing employee capability gaps through targeted training programs to achieve optimal organizational performance

Page 16 of 17 | Total Record : 162

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