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<![CDATA[The influence of Brand personality and customer experience on electronic word of mouth at Maybelline product with brand preference as mediating variable ]]>
<![CDATA[Shelina Virgarani]]>;
<![CDATA[Astra Prima Budiarti]]>
<![CDATA[ Marketing Management Studies Vol. 1 No. 2 (2021): Marketing Management Studies ]]>
Publisher : <![CDATA[Universitas Negeri Padang ]]>
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DOI: 10.24036/jkmp.v1i2.29
<![CDATA[The purpose of this study was to analyze the influence of Brand personality and customer experience on electronic word of mouth at Maybelline product with brand preference as mediating variable. The type of this research is quantitative research. The population of this study were all users of the maybelline product with the numbers of samples in the study were 180 respondents. This study was analyzed using structural equation modelling (SEM) with Smart PLS3.The result of this study indicate that (1) brand personality has a positive and significant effect on brand preference, (2)Customer experience has a positive and significant effect’s on brand preference, (3) Brand personality has a positiv and significant effect’s on eWOM, (4) Customer experience has positve and significant effect on E eWOM, (5) Brand preference has a positive, and significant effect on electronic word of mouth, (6)Brand personality has a positive and significant effect’s on eWOM through brand preference’s as a mediating variable, (7) Customer experience has a positive and significant effect on Ewom through brand preference as a mediating variable.]]>
<![CDATA[The moderating effect of switching cost on the influence of social influence and price towards switching intention ]]>
<![CDATA[Muhammad Fauzan]]>;
<![CDATA[Yunita Engriani]]>
<![CDATA[ Marketing Management Studies Vol. 1 No. 2 (2021): Marketing Management Studies ]]>
Publisher : <![CDATA[Universitas Negeri Padang ]]>
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DOI: 10.24036/jkmp.v1i2.30
<![CDATA[The purpose of this study to analyse: (1) The effect of social influence on switching intention’s online shop Tokopedia in Padang City, (2) The effect of price on switching intention’s online shop Tokopedia in Padang City, (3) The effect of Switching cost moderating social influence on switching intention’s online shop Tokopedia in Padang City, (4) The effect of Switching cost moderating price on switching intention’s online shop Tokopedia in Padang City. The population in this study were all Padang City’s residence, while the number of samples in this study was determined by the non- probability sampling method and the technique used was purposive sampling to obtain a sample of 100 samples. The analysis technique used is Structural Equation Modeling (SEM) analysis using Smart PLS Software 3. The result of this study indicates: Social influence and price has a significant and positive effect on switching intention’s online shop Tokopedia in Padang City. Switching cost has a negative and not significant effect to moderating social influence on switching intention’s online shop Tokopedia in Padang City. (4) Switching cost has a negative and not significant effect to moderating price on switching intention’s online shop Tokopedia in Padang City.]]>
<![CDATA[The effect of perception of value co-creation on customer satisfaction through perceived value and brand equity as moderating factors ]]>
<![CDATA[Ilham]]>;
<![CDATA[Abror]]>
<![CDATA[ Marketing Management Studies Vol. 1 No. 2 (2021): Marketing Management Studies ]]>
Publisher : <![CDATA[Universitas Negeri Padang ]]>
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DOI: 10.24036/jkmp.v1i2.31
<![CDATA[This study aims to determine the effect of perception of value co-creation on customer satisfaction through perceived value and brand equity as a moderating effect on the promise of coffee consumers. This research was conducted on several customers who have visited and consumed the soul promise coffee. The analytical method used is a structural equation model (SEM). Based on the results of data processing that has been found, the results of hypothesis testing found that perception value co creation has a positive effect Perception value of co creation has a positive effect on customer satisfaction with perceived value as a moderating factor in consuming Kopi Janji Jiwa Padang. In the second hypothesis testing stage it was found that Perception of value co creation had a positive effect on customer satisfaction moderated by brand equity in consuming Kopi Janji Jiwa Padang.]]>
<![CDATA[Market orientation and marketing innovation on competitive advantage on Y.O.U cosmetic brand ]]>
<![CDATA[Afyka Sakinah]]>;
<![CDATA[Vidya Rini Dwita]]>
<![CDATA[ Marketing Management Studies Vol. 1 No. 2 (2021): Marketing Management Studies ]]>
Publisher : <![CDATA[Universitas Negeri Padang ]]>
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DOI: 10.24036/jkmp.v1i2.33
<![CDATA[The purpose of this study was to analyze: The effect of market orientation and marketing innovation on competitive advantage in the Y.O.U cosmetic brand in Padang City. The population in this study are consumers who have bought and used Y.O.U cosmetics in Padang. The number of samples in this study were 100 people using nonprobability sampling. The analysis technique used is SPSS. This research is a causative descriptive research. The results of this study indicate that: (1) Market orientation has a positive and significant effect on the competitive advantage of YOU cosmetic products in the city of Padang. (2) Marketing innovation has a positive and significant effect on the competitive advantage of YOU cosmetic products in the city of Padang. (3) Market orientation and marketing innovation together have a positive and significant effect on the competitive advantage of YOU cosmetics in the city of Padang.]]>
<![CDATA[The effect of electronic word of mouth and travel motivation on revisit intention ]]>
<![CDATA[Reza Irsyaddillah]]>;
<![CDATA[Okki Trinanda]]>
<![CDATA[ Marketing Management Studies Vol. 1 No. 2 (2021): Marketing Management Studies ]]>
Publisher : <![CDATA[Universitas Negeri Padang ]]>
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DOI: 10.24036/jkmp.v1i2.35
<![CDATA[The purpose of this research was to analyze: (1) Effect of Electronic Word of Mouth on revisit intention at Lubang Mbah Soero, Sawahlunto, and (2) The effect of Travel Motivation on revisit intention at Lubang Mbah Soero, Sawahlunto. A type of this research is causative. This research population was everyvisitors of Lubang Mbah Soero. The sampling technique were used on this research was purposive sampling. Total sample that we used for this research was 160 people. The data that we used for this research are primary and secondary obtained by distributing the questionnaires to visitors. The analytical methode that we used is descriptive and inductive analysis throught multiple regression. The results showed that: (1) Electronic Word of Mouth has significantly positive impact on revisit intention at Lubang Mbah Soero, Sawahlunto, (2) and Travel Motivation has significantly positive impact on revisit intention at Lubang Mbah Soero, Sawahlunto]]>
<![CDATA[The influence of social media marketing and e-word of mouth in building purchase intention of kopibanaxfallenskitchen mediated by brand image. ]]>
<![CDATA[Afdhal Mulya Putta]]>;
<![CDATA[Susi Evanita]]>
<![CDATA[ Marketing Management Studies Vol. 1 No. 2 (2021): Marketing Management Studies ]]>
Publisher : <![CDATA[Universitas Negeri Padang ]]>
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DOI: 10.24036/jkmp.v1i2.37
<![CDATA[The purpose of this study is to analyze the extent to which the influence of Social Media Marketing and e-word of mouth in building purchase intention mediated brand image. A The point of this study is: (1) This a direct and up to and positive effect amongsocial media and purchase intention on Kopibanaxfallenskitchen. (2) There is a direct and significant and positive influence between Electronic Word of Mouth and purchase intention on the Kopibanaxfallenskitchen object. (3) This a direct andup to and positive effect amongsocial media and brand image on Kopibanaxfallenskitchen. (4) There is a direct and significant and positive influence between electronic wordof mouth and brand image in Kopibanaxfallenskitchen. (5) there is a direct and significant and positive effect between brand image and purchase intention on Kopibanaxfallenskitchen. This means that Kopibanaxfallenskitchen consumers feel that the Kopibanaxfallenskitchen brand image can influence and increase their desire to buy the culinary. (6) There is an indirect and significant and positive influence between social media and purchase intention through brand image on Kopibanaxfallenskitchen.]]>
<![CDATA[The effect of store atmosphere on impulse buying with hedonic shopping motivation as mediation variable (at mis glam cosmetics shop in padang city) ]]>
<![CDATA[Febby Alexandra]]>;
<![CDATA[Yasri]]>
<![CDATA[ Marketing Management Studies Vol. 1 No. 2 (2021): Marketing Management Studies ]]>
Publisher : <![CDATA[Universitas Negeri Padang ]]>
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DOI: 10.24036/jkmp.v1i2.38
<![CDATA[The purpose of this research is to examine: (1) The Effect of Store Atmosphere on Impulse Buying at Miss Glam cosmetics store (2) The Effect of Store Atmosphere on Hedonic Shopping Motivation at Miss Glam cosmetics store (3) The Effect of Hedonnic Shoppings Motivations on Impulse Buying for cosmetic stores. Miss Glam in Padang City. This type of research is a quantitative research. The population of this research is all customers of Miss Glam Cosmetics Shop in Padang City. In selecting the sample, the method used is the non-probability method with a total sample of 189 respondents. The research uses primary data obtained by submitting questionnaires to all customers of the Miss Glam Cosmetics Shop in Padang City. The analytical method used is Structural Equation Modeling (SEM) through SmartPLS software. The results of this study are: (1) Store Atmosphere has a significant effect on Impulse Buying at the Miss Glam Cosmetics Store in Padang City (2) Store Atmosphere has a significant effect on Hedonic Shopping Motivation at Miss Glam Cosmetics Tok.o in Padang City (3) Hedonic Shopping Motivation has a significant effect on Impulse Buying at the Miss Glam Cosmetics Store in Padang City.]]>
<![CDATA[Online purchase decisions on the online buying site "Shopee" viewing from the variables of trust, easy and price ]]>
<![CDATA[Febsri Susanti]]>;
<![CDATA[Rahma Yosefly]]>
<![CDATA[ Marketing Management Studies Vol. 1 No. 2 (2021): Marketing Management Studies ]]>
Publisher : <![CDATA[Universitas Negeri Padang ]]>
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DOI: 10.24036/mms.v1i2.40
<![CDATA[The development of bisinees e-commerce has changed consumer behavior of shopping habits in shopping centers are now starting switch by using online media. Online purchasing decisions are preceded by an interest in the minds of consumers to make purchases. This study aims to determine the effect of Trust, Ease and price on Purchase Decisions online at the Shopee trading site. The research population is consumers who have made purchases online on the Shopee site with the sample was 100 people. Data collection was taken using a questionnaire via Google Form. Data were analyzed using multiple linear regression analysis using the SPSS 16.00 program. The results show that Trust has a positive and significant effect on Purchasing Decisions, Ease has a positive and significant effect on Purchase Decisions, price has not significant effect on Purchase Decisions.]]>
<![CDATA[The effect of tourism promotion, prices and facilities on visitors' satisfaction of sweet water beach tourism padang ]]>
<![CDATA[Rifki Wahyudi]]>;
<![CDATA[Irdha Yusra]]>
<![CDATA[ Marketing Management Studies Vol. 1 No. 2 (2021): Marketing Management Studies ]]>
Publisher : <![CDATA[Universitas Negeri Padang ]]>
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<![CDATA[This study aims to examine the effect of promotions, prices and tourist facilities on the satisfaction of visitors to Padang's Sweet Air Coast. This type of research is quantitative. Sampling using the Slovin formula so that the number of samples obtained is 100 people. The types of data used in this research are quantitative and qualitative data. While the data sources are primary and secondary data sources. The data analysis technique uses validity and reliability tests using the SPSS version 16.00 program. The hypothesis was tested using the t test at = 0.05. The results of this study indicate that promotion and price have a positive and significant effect on visitor satisfaction of Padang Air Sweet Beach tourism. Meanwhile, tourist facilities have no significant effect on the satisfaction of visitors to the Padang Air Sweet Beach tourism.]]>
