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Widi Senalasari
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Journal of Marketing Innovation
Published by Politeknik Negeri Bandung
ISSN : -     EISSN : 28078365     DOI : https://doi.org/10.35313/jmi.v2i1
Core Subject : Economy, Social,
Economics, Econometrics & Finance Social Sciences
Journal of Marketing Innovation (JMI) is an open-access journal published by Politeknik Negeri Bandung (Bandung State of Polytechnic), Indonesia. JMI welcomes articles in the field of marketing throughout the world, both theoretical and applied. JMI only accepts manuscripts that have not been published previously and are not under the reviewing process for any possible publications. The editorial team of JMI invites marketing scholars, both academics and professionals, to submit their research paper in various marketing topics, such as (but not limited to): Marketing research Retail marketing Multichannel and online retail strategy Advertising Buying behavior Customer relationship management Marketing management Marketing ethics Digital marketing User-generated content Dynamic pricing B2B marketing Customer journey analysis and marketing Content marketing Customer engagement Online customer behavior Marketing analytics Customer welfare
Arjuna Subject : Ilmu Sosial - Ilmu Sosial (Lain-Lain)
Articles 54 Documents
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Virtual Reality Tourism: Linkage Tourist Intention, Satisfaction, and Quality: Moderating Role of Gender and Visiting Experience Sobarna, Aditia
Journal of Marketing Innovation (JMI) Vol. 3 No. 1 (2023)
Publisher : Politeknik Negeri Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35313/jmi.v3i1.58

Abstract

The phenomenon of Covid-19 as the pandemic era changes many factors in our social life, especially in tourist intention, satisfaction, and quality. It is important to be discussed because that phenomenon affects the development of visitor behavioral intention.  Based on those backgrounds, this study aims to determine visitor behavioral intention in virtual reality (VR), including the experience with both content and system quality of satisfaction as the determinant factors. The data was obtained from 350 visitors visiting tourist destinations in the greater Bandung region, Indonesia via VR. A self-administered questionnaire was employed using an online survey. The analysis was carried out by using Partial Least Square (PLS) modeling. Results of the analysis show that the experience with content quality has an important role in shaping the behavioral intention of visiting a tourism destination via VR. Next, there is no significant difference in the moderating role of gender and VR experience on the relationships between variables in the behavioral intention model. This study broadens our understanding of the use of the information success model to assess visitor intention in VR tourism and assists practitioners in developing strategies to build and maintain visitor intention to visit and recommend VR tourism.
Social Media User Perception on Communication Types: Comparing One-Two Way of Communicating Brand Gunawan, Arie Indra; Monoarfa, Hilda; Hendrayati, Heny; Bahri, Khoirun Nisa; Rahayu, Agus; Huda, Miftakul
Journal of Marketing Innovation (JMI) Vol. 3 No. 1 (2023)
Publisher : Politeknik Negeri Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35313/jmi.v3i1.59

Abstract

Social media is a communication medium expected to create brand satisfaction and trust. If we attempt to classify communication patterns and intensity on Instagram media, there are one- and two-way communication patterns. Some posts do not require confirmation, and the goal is not to create a conversation between the messenger and the audience. This condition creates a knowledge gap in marketing communications that need to be known empirically. This research was conducted with a quantitative approach - descriptive statistics. Research data was collected by distributing questionnaires through communication and sending messages to Instagram accounts. 249 data are obtained and analyzed using Warp-PLS. The research findings show that one-way communication patterns are more effective in creating brand trust. The audience considers information conveyed in this pattern more effective and valid because they are not distracted by multi-respondent conversations, which often extend from information topics. This study has implications for theoretical contributions to creating brand satisfaction and trust and for the company's communication strategy to deliver brand communications to the audience. Also, companies can vary their communication patterns on social media, especially Instagram, from the audience that continues to respond (further conversations occur).
Hidden Cost Marketing: Descriptive Analysis of Digital Marketing Strategies and Creating Branding for MSMEs Sugiana, Neng Susi Susilawati; Rahayu, Agus; Wibowo, Lili Adi; Gafar, Vanessa; Dirgantari, Puspo Dewi
Journal of Marketing Innovation (JMI) Vol. 3 No. 1 (2023)
Publisher : Politeknik Negeri Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35313/jmi.v3i1.60

Abstract

This research aims to see how MSME businesses can ultimately apply digitization in their marketing activities so that it is expected to strengthen the branding of a product. It is also intended to see the implications that occur for hidden costs or costs that often arise and are unexpected when marketing their products. This study uses a quantitative analysis methodology with a population of 520 SMEs in Bandung with various business categories and who already have business licenses. Data were collected using questionnaires and interviews with MSMEs from field analysis and it shows that MSMEs are still the driving force of the economy in the city of Bandung, despite experiencing obstacles during the 2020-2021 outbreak. Good opportunities can be captured to implement digital marketing, as evidenced by the emergence of brand-new local brands that are much sought-after or increasingly recognized products from MSMEs with a wider range. The results of the analysis state that in the last two years, MSME players have maximized the implementation of digital marketing to produce a strong brand and reduce costs that often occur when marketing is carried out directly, especially hidden costs that are not included in business accounting calculations. So, marketing carried out by implementing digital marketing is effective in building a strong brand and reducing hidden marketing costs.
The Perception of Young Women towards Beauty Value in Beauty Advertisements Amalia, Fatya Alty; Andani, Adiva Rakhma; Guteres, Alexandre Desausa
Journal of Marketing Innovation (JMI) Vol. 3 No. 1 (2023)
Publisher : Politeknik Negeri Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35313/jmi.v3i1.63

Abstract

Fulfillment of beauty standards with a thin body, fair skin, and straight hair should have status as an old idea that does not need to be perpetuated. There is a change from women who no longer interpret beauty according to the standards that are instilled. This is in line with the many brands that are starting to break the stereotype of beauty when creating their campaigns and advertising media, with values that are increasingly changing, now many beauty brands have created positive and inclusive campaigns to touch more people who care about physical and non-physical beauty. The current study aims to know how female customers perceive the value of beauty toward the ideal women that are being promoted in media, especially in advertising, and how its impacts women. To explore the perceptions of women as a customer, this study uses a qualitative method to dig deeply into how the perception of the customer will work against the brands. This study suggests that brands, especially beauty brands, to put attention to female customers’ perception of how they want to appear in any media that exist. Instead of focusing on idealized women, brands should use a more natural model which might bring inclusion and diversity.
Evaluating the Application of Using Korean Idols as Local Brand Ambassador Skincare Toward Consumer Satisfaction Sekar Aruni, Raihandifa; Februadi, Agustinus C
Journal of Marketing Innovation (JMI) Vol. 3 No. 2 (2023)
Publisher : Politeknik Negeri Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35313/jmi.v3i2.69

Abstract

Local skincare still uses the perfect-looking skin of celebrities such as Korean idols as brand ambassadors to promote their products. There are differences between the skin problems of Indonesians and Korean idols, so it may not meet consumers' expectations of the product. This mismatch can build a negative brand image due to consumer dissatisfaction as they may feel the product does not effectively meet their skincare needs. This study aims to determine consumers' perceptions and satisfaction with local skincare products. Qualitative methods, such as in-depth interviews, were used to collect data from 20 participants who were local skincare users, some of whom were K-pop fans. This approach allowed the researchers to dig deeper into the attitudes, opinions, and experiences of these consumers. The results of this study show that the advertising concept that consumers expect to show progress in the use of the product. Instead of focusing on using Korean idols as local brand ambassadors, brands should use more natural models, which can bring inclusion and diversity
The Influence of Instagram Social Media Marketing as a Promotional Means to Increase Intentions to Visit Tourist Destinations Fitri, Fadhilla Resta; Februadi, Agustinus C.; Elisabeth, Vera; Yuardani, Ade Muhamad
Journal of Marketing Innovation (JMI) Vol. 3 No. 2 (2023)
Publisher : Politeknik Negeri Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35313/jmi.v3i2.70

Abstract

Technological advances, mainly social media, can drive the increase in GDP. The ease, convenience, and practicality of consumers using social media create almost limitless opportunities for social media marketing in the travel sector. Tourism destination managers have widely used Instagram to promote their destinations by creating appropriate images. However, it is essential to understand the types of destination images that influence tourists. This research aims to understand the relationship between destination image and intention in social media marketing. This research also aims to determine which cognitive or affective destination description is more significant. This research involved 373 respondents who actively use Instagram and know tourism destinations' official social media accounts. The data was analyzed using PLS-SEM. This research finds that social media marketing significantly affects the intention to visit, affective, and cognitive destination images. Destination image also mediates the relationship between social media marketing and visitors' propensity to leave. The analysis findings also show that affective destination image is more effective than cognitive destination image in influencing visitor intentions. These results highlight the importance of considering emotional components when promoting tourist locations.
The Influence of Service Quality on Student Loyalty at Budi Bakti Tutoring Julianti, Geshapillia; Februadi, Agustinus C.; Safaruddin
Journal of Marketing Innovation (JMI) Vol. 3 No. 2 (2023)
Publisher : Politeknik Negeri Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35313/jmi.v3i2.73

Abstract

Education is considered one of the important primary human needs. Therefore, people are competing to get the best educational place. This phenomenon encourages parents to register their children with tutoring institutions to get additional classes. Tutoring in Indonesia is included in the Course and Training Institute (LKP). During the pandemic, LKP's growth declined due to the loss of students. The decrease in student enrollment also occurred in one of the tutoring institutions in Bandung Regency, namely the Budi Bakti Tutoring Institute. In services, service quality is an essential factor in the competitiveness and sustainability of institutions. The purpose of this study is to assess the level of service quality at Budi Bakti Tutoring to retain existing students and gain new students by measuring the five dimensions of service quality perceived value, student satisfaction, and student loyalty. The research method used is a quantitative approach. In this approach, data collection was carried out on 222 samples of students and alumni of Budi Bakti Tutoring through the distribution of questionnaires and then analyzed with PLS-SEM. The results showed that there was a positive influence between service quality on perceived value, student satisfaction, and student loyalty. This research is expected to improve the quality of service at Budi Bakti Tutoring.
Increasing Tourist Revisit Intention in Garut Tourist Attractions: The Role of Destination Image and Tourist Satisfaction Amalia, Rena; Wibisono, Nono; Elliott-White, Martin
Journal of Marketing Innovation (JMI) Vol. 3 No. 2 (2023)
Publisher : Politeknik Negeri Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35313/jmi.v3i2.74

Abstract

Garut has plenty of attractive tourist destinations to visit, but there are several complaints about tourist dissatisfaction with the government regarding the poor quality of accommodation and safety at the attractions. This led to their reconsideration to not revisiting Garut again and prefer to choose other regencies for vacation. This study examines the importance of destination image dimensions: destination attractiveness, accommodation, as well as safety and security in Garut tourism towards tourist satisfaction to increase revisit intention. Data was obtained through online questionnaires with the Likert scale from 410 respondents who had visited Garut tourism. This study employs SEM-PLS, and the results show that destination attractiveness, accommodation, and safety & security, have a role in building revisit intention. The three elements of destination image have a positively significant role in increasing satisfaction, and tourist satisfaction also positively significantly affects revisit intention. The outcome of this study can be a new insight into literature regarding destination image, tourist satisfaction, and revisit intention, as well as offering a solution for government and tourism managers in Garut in developing tourist destinations. As attractive tourist destinations with a good quality of accommodation, completed by safety and security, will increase the satisfaction and revisit intention.
Does Gamifying in the Marketplace Help in Building Consumer Engagement and Intention to Buy Online? Rizano, Shantira Ayusha; Salehudin, Imam
Journal of Marketing Innovation (JMI) Vol. 3 No. 2 (2023)
Publisher : Politeknik Negeri Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35313/jmi.v3i2.95

Abstract

E-commerce is gaining consumer acceptance due to increased internet penetration and advancements in Indonesia. To engage tech-savvy consumers and meet their evolving needs, e-commerce players use gamification by offering personalized shopping experiences, social functionalities, and easy product access. This study examines how Shopee, an e-commerce retailer, can optimize its gamification strategies and intrinsic motivations to encourage customer engagement and impulsive buying behaviour. The study employs purposive sampling to survey 204 respondents and found that gamification and intrinsic motivations positively influence customer shopping engagement. The data was analyzed using Partial Least Squares (PLS) with the SmartPLS software. The findings show that gamification and intrinsic motivations hold a positive influence on shopping engagement. Furthermore, socialness and shopping enjoyment lead to increased impulsive buying behavior. Notably, shopping engagement emerges as a critical factor positively shaping users' intention to continue using online shopping applications.  
The Influence of Live-Streaming Shopping Activities on Attitude Toward Purchase Intention Elsholiha, Hilwah Dibagiyya; Najib, Moh Farid; Amalia, Fatya Alty
Journal of Marketing Innovation (JMI) Vol. 3 No. 2 (2023)
Publisher : Politeknik Negeri Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35313/jmi.v3i2.96

Abstract

The rapid development of marketing media, particularly live streaming services, is anticipated to be incorporated into the social, voice, and visual widespread in the future, which can influence customers' behavior while making purchasing decisions at any moment. The purpose of this paper is to determine the influence of live-streaming shopping activities on attitudes toward purchasing intentions. The purposeful ways to sample were implemented for this research, with questionnaires distributed digitally to TikTok social media users who had seen live-streaming promotions in Indonesia. The third version of SmartPLS was used to process the data collected from up to 443 respondents. The research results show each variable that significantly influences purchase intention includes credibility, informativeness, and interactivity through the intermediary, namely the variable attitude towards advertising. The researchers can use the data processing findings from the current research, which revealed customer attitudes toward advertising in the form of trust in sellers and trust in platforms, also to measure the influence of each variable interpreted as advertising value on consumer behavior, namely product purchase intention in TikTok live stream promotions.

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