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Yolandafitri Zulvia
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yolandafitri@fe.unp.ac.id
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+6281222710714
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mms@fe.unp.ac.id
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Department of Management, Faculty of Economics, Universitas Negeri Padang (UNP) Prof Dr. Hamka. Rd, Air Tawar Barat, North Padang Padang City, West Sumatera, Indonesia 25132
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Kota padang,
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INDONESIA
Marketing Management Studies
Published by Universitas Negeri Padang
ISSN : 27984389     EISSN : 27984397     DOI : https://doi.org/10.24036/mms
Core Subject : Humanities, Social,
Humanities Environmental Science Social Sciences
This journal encompasses marketing management, strategic management, business decisions, processes, and activities within the actual business setting.
Arjuna Subject : Bisnis, Menejemen, dan Akutansi (semua kategori) - Pemasaran
Articles 152 Documents
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The effect of instagram's social media dimensions on purchase intention in compass shoe products with brand equity as mediation in Indonesia Rijalul Arsyad; Erni Masdupi
Marketing Management Studies Vol. 3 No. 1 (2023): Marketing Management Studies
Publisher : Universitas Negeri Padang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24036/mms.v3i1.339

Abstract

This study aims to verify the construct validity of the measurement model, confirmatory factor analysis (CFA) surveillance, social interaction, remuneration, information sharing, entertainment, brand equity, and purchase intention on Compass shoes products in Indonesia, to test the similarity of measurements that have been hypothesized by the model on collected data. In this research, the structural equation model (SEM) is used to answer the research questions. Based on the results of observations of 340 respondents, it is known that the hypothesized measurement model follows the data indicated by the significant fit index and loading factor. Surveillance variable loading factor values ​​are as follows (0.80), (0.43), (0.51), (0.43). The surveillance indicator has a value of more than 0.3, which indicates convergent validity is achieved. Each social interaction variable has a loading factor value as follows (0.57), (0.67), (0.38), (0.70), (0.30). The social interaction indicator has a value of more than 0.3, indicating that convergent validity is achieved. In addition, the remuneration and information sharing variables have factor loading values ​​as follows (0.73), (0.45), (0.44), (0.66), (0.68), (0.68). The remuneration and information sharing indicators have a value of more than 0.3, which indicates convergent validity is achieved. Furthermore, the entertainment variable has factor loading values ​​as follows (0.56), (0.65), (0.36), (0.65). The entertainment indicator has a value of more than 0.3, indicating that convergent validity is achieved. The brand equity variable has factor loading values ​​as follows (0.60), (0.47), (0.43), (0.80). The brand equity indicator has a value of more than 0.3, which indicates convergent validity is achieved, and lastly, the purchase intention variable has a factor loading value as follows (0.85), (0.56), (0.50), (0.48), (0.67), (0.50). The purchase intention indicator has a value of more than 0.3, which indicates convergent validity is achieved. This means that all measures can describe the variables that have been studied.
The effect of social media marketing (SMM) on brand loyalty with brand trust and brand equity as mediation Dani Admi; Perengki Susanto
Marketing Management Studies Vol. 3 No. 1 (2023): Marketing Management Studies
Publisher : Universitas Negeri Padang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24036/mms.v3i1.342

Abstract

The purpose of this research to analyze the effect of social media marketing on Brand Loyalty by mediating Brand Equity and Brand Trust. The population in this study were all consumers of brand products and those who followed Rendang Asese's Instagram. The number of samples in this study were 224 respondents. Online surveys were used to collect the study's data, and SmartPLS software's structural equation modeling (SEM) was used to process the data. Thehresults ofrthis study indicate that (1) Social MediakMarketing has a positive and significantjeffect onmBrand Loyalty for the Rendang Asese brand on Instagram. (2) Social media marketing has ajsignificant and positive impact on brand trust on the Rendang Asese brand on Instagram. (3) Brand Equity has a significant and positive impact on brand loyalty for the Rendang Asese branddon Instagram. (4) Brand Trust has a positive effect on Brand Loyalty for the Rendang Asese brand on Instagram. (5) Social MediakMarketing has ajpositive and significant effect on Brand Equity for the Rendang Asese brand on Instagram. (6) Brand Trust has a positive effect on the Brand Equity of the Rendang Asese brand on Instagram. (7) Social MediakMarketing has ajpositive effect on Brand Loyalty which is mediated by Brand Trust on the Rendang Asese brand on Instagram. (8) Social MediakMarketing has ajpositive effect on Brand Loyalty which is mediated by Brand Equity on the Rendang Asese brand on Instagram.
The Effect of Marketing Mix on Revisit Intention at Sijunjung Traditional Village Tourism Destinations Arfan Zaky Wiadri; Susi Evanita
Marketing Management Studies Vol. 3 No. 1 (2023): Marketing Management Studies
Publisher : Universitas Negeri Padang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24036/mms.v3i1.345

Abstract

The purpose of this study was to analyze the effect of the marketing mix on revisit intention at the Sijunjung traditional village tourist attraction. The population in this study that had been determined were visitors who had stayed at the Sijunjung traditional village homestay and the number of samples in this study were 240 people. Data collection uses a questionnaire and is processed with SmartPLS software. The results of this study indicate that: (1) there is a significant influence on marketing mix consisting of product, price, location, promotion, people, process and physical evidence on revisit intention, which is if the product, price, location, promotion, people, process and physical evidence which is a dimension of the marketing mix is ​​getting better, it will increase revisit intention.
Influence of satisfaction and brand trust on brand loyalty in Rimbun Coffee: brand love as moderating Daffa Akhila; Thamrin Thamrin
Marketing Management Studies Vol. 3 No. 1 (2023): Marketing Management Studies
Publisher : Universitas Negeri Padang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24036/mms.v3i1.346

Abstract

The purpose of this study is to analyze satisfaction and brand trust on brand loyalty at Rimbun Coffee coffee shop with brand love as moderating. The type of this research is quantitative research. The population in this study are customers who have tested the Rimbun Coffee coffee shop in Padang City with a sample of 140 respondents. The analysis of this study uses SmartPLS 3.0. The results of this study indicate: (1) Satisfaction has a positive effect on Rimbun Coffee's brand loyalty. (2) Brand trust has a positive and significant effect on brand loyalty felt by Rimbun Coffee coffee shop customers in Padang City. (3) Brand love significantly moderates the relationship between satisfaction and Rimbun Coffee's brand loyalty so that it has an impact on Rimbun Coffee's customers. (4) Brand love significantly moderates the relationship between brand trust and Rimbun Coffee's brand loyalty.
The influence of entrepreneurial orientation and market orientation on SME business performance Dini Abshar; Whyosi Septrizola
Marketing Management Studies Vol. 3 No. 1 (2023): Marketing Management Studies
Publisher : Universitas Negeri Padang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24036/mms.v3i1.348

Abstract

This study aims to examine the impact of entrepreneurial orientation and market orientation on the business performance of small and medium-sized enterprises (SMEs) in Padang. The population of this study consists solely of Padang-based SMBs. While the number of samples in this study was 97 individuals, 100 samples of SMEs in Padang City were collected. Using a standardized questionnaire, respondents will be asked to rate their entrepreneurial orientation and market orientation in an effort to enhance the success of the firm they are now operating. The data were then analysed using SPSS version 21 and multiple regression analysis. (1) Entrepreneurial orientation has a significant positive influence on business performance variables, and (2) Market orientation has a strong positive influence on company performance variables.
The effect of trust, perceived risk and satisfaction on the repurchase intention of Shopee application users Adella Cunrawasih; Awisal Fasyni
Marketing Management Studies Vol. 3 No. 1 (2023): Marketing Management Studies
Publisher : Universitas Negeri Padang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24036/mms.v3i1.355

Abstract

The purpose of this study is to examine how Trust, Perceived Risk, and Satisfaction impact Repurchase Intentions in the Shopee application Padang City. All Shopee application users in Padang City who had used the app at least once for online purchasing throughout the previous six months made up the study's population. 140 respondents made up the samples used in this investigation. Online surveys are used to gather data, while SPSS software is used to handle the data. This study's findings support it. Users of the Shopee application in the city of Padang's Repurchase Interest are positively and significantly impacted by trust. Users of the Shopee application in the city of Padang have a negative and significant impact on their interest in repurchasing goods due to their perception of risk. Users of the Shopee application in the city of Padang's Repurchase Interest are positively and significantly impacted by satisfaction. The findings of this study indicate that trust and contentment have a positive and significant influence, whereas the perception of risk has a negative affect.
The influence of social media marketing and brand trust to purchase intention Dhea Fitriani Nur Hamidah; Terra Saptina Maulani
Marketing Management Studies Vol. 3 No. 1 (2023): Marketing Management Studies
Publisher : Universitas Negeri Padang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24036/mms.v3i1.359

Abstract

JD.ID is an e-commerce engaged in online shopping services but from year to year JD.ID has experienced a long-term decline in website visitors, the number of instagram followers is not comparable to competitors, and JD.ID is not included in the 2022 Top Brand Index This shows that social media marketing, brand trust, and purchase intention in JD.ID still have many shortcomings. This research aims at influence of social media marketing and brand trust to purchase intention on e-commerce jd.id. The methodology used is descriptive method and verifikatif with data collection through the distribution of the questionnaire to 100 respondents who follow instagram and ever shopped in e-commerce JD.ID. Analysis of the validity of the data used, reliability test, the classical assumption, multiple linear regression analysis, a correlation coefficient analysis and determination, the research and hypotheses (partial t-test and simultaneous f-test). A program used to analyse data using statistical package for social sciences (SPSS) for windows. Based on the research done obtained the regression equation is = 5,152 + 0,250 X1 + 0,569 X2. This study found the influence of social media marketing and brand trust on purchase intention of 85.8% and the rest is influenced by other factors not examined in this study. The research results show that social media marketing and brand trust have had a positive impact and significant impact on consumer interest in buying.Data analysis revealed that brand trust have more impact than social media marketing to interest the purchase. Hence, social media marketing and brand trust played an important role in e-commerce interest in buying by directly influence.
The impact of online and offline experiences on McDonald's customers' brand equity Nurhad Nurhad; Gesit Thabrani
Marketing Management Studies Vol. 3 No. 2 (2023): Marketing Management Studies
Publisher : Universitas Negeri Padang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24036/mms.v3i2.336

Abstract

This study aims to analyze the effect of online and offline experiences on brand equity among consumers in Padang City. The population in this study is comprised of consumers who have shopped directly at restaurants and through applications or websites. The number of samples in this study was 200. Data collection was carried out by distributing questionnaires online. Data processing is done using SmartPLS software. The results of this study indicate that (1) Offline Experience has a positive and significant effect on Brand equity; (2) Online Experience has a positive and significant effect on Brand equity; and (3) Offline Experience has a positive and significant effect on Online experience.
The effect of advertisements and discounts on the interest in staying in dusun bambu during the covid-19 pandemic Muhammad Rifki Adriadi; Fitri Lestari
Marketing Management Studies Vol. 3 No. 2 (2023): Marketing Management Studies
Publisher : Universitas Negeri Padang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24036/mms.v3i2.362

Abstract

This study aims to determine the effect of advertising and discounts on interest in staying at Dusun Bambu Outdoor Dining Resort. The method used is descriptive method. The sampling technique used is probability sampling technique. The type of data in this study is primary in the form of consumer responses through questionnaires regarding variables Advertising and Discounts on Interest in Staying at Dusun Bambu Outdoor Dining Resort. The data analysis used in this study was multiple linear regression at a significance level of 5%. The software used to analyze the data was SPSS 26. The results of this study indicate that advertising and discounts have a positive and significant effect on interest in staying. Interest in staying is influenced by advertisements and discounts of 47.2%.
The impact of brand image and authenticity on Padang City users of Gojek's brand love and loyalty Agus Harianto; Yasri Yasri
Marketing Management Studies Vol. 3 No. 2 (2023): Marketing Management Studies
Publisher : Universitas Negeri Padang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24036/mms.v3i2.363

Abstract

This study is to analyze the effect of brand authenticity and brand image on brand love and brand loyalty of Gojek users in the city of Padang. The research method used is descriptive quantitative analysis with SmartPLS 3.0 as an analytical tool. With Purposive Sampling as a sampling technique and 250 samples for Gojek users in the city of Padang in 2022. The research is: (1) There is a significant influence between Brand authenticity and Brand Love. (2) There is a significant influence between Brand love and brand loyalty. (3) There is a significant influence between Brand image and brand love, and (4) There is a significant influence between Brand image and brand loyalty. (5) There is a significant effect of Brand Authenticity on Brand Loyalty in mediating Brand Love. (6)There is a significant effect of Brand Image on Brand Loyalty in mediating Brand Love

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