cover
Article Per Year (5 Year)
All
Home Page
OAI Link
Editorial Team
Contact
Reviewer
Google Scholar
Contact Name
Widi Senalasari
Contact Email
widi.senalasari@polban.ac.id
Phone
+62222013789
Journal Mail Official
jmi@polban.ac.id
Editorial Address
Jl. Gegerkalong Hilir, Ciwaruga, Parongpong, Kabupaten Bandung Barat, Jawa Barat 40559
Location
Kota bandung,
Jawa barat
INDONESIA
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
 2   3   4   5   6 
Optimizing Brand Awareness and Purchase Intention Travel Agents: Communication Strategy through Social Media Marketing Senalasari, Widi; Setiaji, Mara; Khrisnamurti, Nino; Februadi, Agustinus
Journal of Marketing Innovation (JMI) Vol. 4 No. 1 (2024)
Publisher : Politeknik Negeri Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35313/jmi.v4i1.98

Abstract

High demand of tourism services in Indonesia has increased the number of travel agency businesses. However, conventional travel agencies must face difficulties by competing with Online Travel Agents (OTAs). This study aims to investigate the impact of communication strategy using the AIDA model on social media marketing strategies in enhancing brand awareness of traditional travel agencies and purchase intention. 420 respondents who have acquired conventional travel agency services via social media filled out the e-questionnaire and became the sample of this study. Data analysis was done using the partial least square structural equation modeling (PLS-SEM) method. This study found a positive relationship between communication strategy using the AIDA model and its impact on social media marketing. A positive correlation between brand awareness and purchase intention to social media marketing was also found. The findings of this research can be utilized by traditional travel agents to reorganize their marketing strategies through social media to increase brand awareness and purchase intention so that they will be able to compete with OTAs.
The "Triple-A" Strategy for Enhancing Supply Chain Performance Suarsa, Senny Handayani; Nurul Pangestika; Asaretkha Adjane Annisawati
Journal of Marketing Innovation (JMI) Vol. 4 No. 1 (2024)
Publisher : Politeknik Negeri Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35313/jmi.v4i1.104

Abstract

This study addresses challenges faced by Micro, Small, and Medium Enterprises (MSMEs) in the Cibaduyut shoe center, Bandung, Indonesia, focusing on their management issues, particularly the timely acquisition of crucial raw materials. The research centers on evaluating the effectiveness of the Triple A strategy (Agility, Adaptability, and Alignment) in improving supply chain performance (SCP) within these MSMEs. The study aimed to understand how this strategy, addressing prevalent challenges such as delays in raw material acquisition, can enhance overall business performance. Data collection involved a convenience sampling technique, distributing questionnaires to 76 business units. The questionnaire aimed to gather insights into the Triple A strategy's implementation and its perceived impact on SCP. Collected data underwent thorough validation for reliability, and multiple linear regression analysis was employed to test relationships between Triple-A components and SCP. The research highlights the Triple A strategy's pivotal role in revitalizing business units by minimizing production costs and reducing raw material waste through effective collaboration with suppliers, reinforcing its potential as a strategic tool for optimizing supply chain performance in MSMEs.
An Investigation in Understanding the Influence of Brand Preferences on Purchase Intention: Examples of Indonesian Women’s Apparel Brand Sultan, Fatmarani; Setiawati, Lina
Journal of Marketing Innovation (JMI) Vol. 4 No. 1 (2024)
Publisher : Politeknik Negeri Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35313/jmi.v4i1.105

Abstract

This study aims to investigate the factors influencing brand preferences in the purchase intention of Indonesian women’s apparel brands. The data were collected through a questionnaire distribution of 422 respondents from Indonesian women’s apparel brand consumers and processed with the Structural Equation Model - Partial Least Square (SEM-PLS). Brand preferences in selecting and purchasing women's apparel are influenced by satisfaction, extrinsic cues, and brand trust. On the contrary, intrinsic cues do not affect brand preferences in purchase intention because extrinsic cues can dominate more, consumers desire to save more time, and there are rapidly fast fashion trends. Moreover, brand preferences have a greater impact on purchase intention. Women's apparel brands can shape the brand preferences of their consumers based on the influencing factors to dominate the market competition. This study contributes to the literature on brand preferences in choosing women's fashion behavior. This is one of the pioneering studies to empirically examine the influence of cues and brands in the context of the desire of the Z generation to purchase women's apparel in an emerging market such as Indonesia.
Exploring The Reasons Of Indonesian Young Adult Consumers Toward Sustainably Packaged Food & Beverages Product Gunawan, Arie Indra; Amalia, Fatya Alty; Ramadhan, Muhamad; Bansah, Pearl Fafa
Journal of Marketing Innovation (JMI) Vol. 4 No. 1 (2024)
Publisher : Politeknik Negeri Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35313/jmi.v4i1.106

Abstract

Sustainable packaging in the F&B industry is now widely used and developed by companies to address climate change issues or reduce costs and increase consumer product value. However, targeted consumers do not always buy products in sustainable packaging for various unknown reasons. The originality of this study is the creativity of young adults as participants, as most researchers do not have a deeper understanding of why consumers are most likely and least likely to purchase sustainably packaged products. It is a consumer survey. In addition, this study contributes to a comprehensive understanding of young adult consumers, purchasing intent, and awareness of sustainable packaging of F&B products. The purpose of this qualitative study was to thoroughly investigate why consumers are most likely and least likely to purchase sustainable packaged F&B products. Twenty-two young adult consumers aged 18-24 were asked the open-ended questions to gain a more in-depth understanding of the topic under the study. Most participants associate sustainable packaged F&B products with price, quality, and appearance as reasons for deciding whether to buy the product. However, some participants also mentioned digital marketing efforts: social media marketing, influencer use, and trend tracking, as reasons for being involved in the product. This study suggests that companies are leveraging digital and traditional strategies to create a complete green marketing mix that reaches a broader range of customers.
Assessing the Millennials’ Intention Toward Green Fast Food Retail: The Use of the Theory of Planned Behavior Hayuningardi, Bella Marhaenia Dyah Ayu Pithaloka; Najib, Moh Farid; Purnamasari, Yessy
Journal of Marketing Innovation (JMI) Vol. 4 No. 1 (2024)
Publisher : Politeknik Negeri Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35313/jmi.v4i1.107

Abstract

The existence of this interest can indirectly affect the existence of fast-food retail because of negative consumer perceptions related to fast-food retail. Therefore, several fast-food retailers have offered eco-friendly products, in great demand by Millennials. However, it is still rare for fast-food retailers to launch new outlets with green themes due to the adverse insight of fast food itself. It is also caused by data deficiency on consumer behavior intention towards green fast-food retail, even though the existence of this restaurant itself continues to increase, especially in West Java. Therefore, this study aims to examine the intention of millennial consumers in West Java’s green fast-food retail by applying the Theory-of-Planned-Behavior approach with the role of green knowledge, perceived green practices, perceived physical servicescape, and perceived price fairness. 402 respondents were gathered in this study by implementing TPB theory as the variable under study, supported by Green Knowledge, Perceived Green Practices, Perceived Physical Servicescape, and Perceived Price Fairness. A quantitative approach is employed and processed using SPSS and Smart-PLS. Based on the results, the company's green practices, physical service scape, and price fairness affect consumer behavior control which leads to a positive influence on consumer behavior intention in green fast-food retail. Another result proved that green knowledge has a positive and significant impact on consumer attitude
Factors Driving Consumer Impulse Buying On Fashion Products at Tiktok Live Kaniati, Sandra Putri; Sosianika, Adila; Setiawati, Lina
Journal of Marketing Innovation (JMI) Vol. 4 No. 1 (2024)
Publisher : Politeknik Negeri Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35313/jmi.v4i1.109

Abstract

The TikTok live-streaming commerce trend is swiftly gaining popularity in Indonesia, with numerous local fashion brands effectively capitalizing on this opportunity to boost their sales within a short timeframe. Previous research suggests that impulsive buying behavior serves as the underlying factor for this phenomenon. Hence, this research was carried out to investigate consumer behavior in live-streaming commerce, aiming to assist small-scale fashion businesses in enhancing their sales. The Stimulus Organism Response (SOR) Model uses price promotion, promotion time limit, streamer-consumer interaction, and consumer-consumer interaction to influence the consumer’ impulsive buying by perceived risk. The quantitative approach collected 445 data from Indonesia TikTok active users who have watched a fashion broadcast and have purchased during the broadcast. The result found that perceived risk significantly affects consumer impulsive buying behavior. The price promotion, promotion time limit, and consumer-consumer interaction were found to have a strong influence on perceived risk. Then, perceived risk-mediated promotion time limit and impulsive buying decision. It means that promotional time limits indirectly affect impulsive buying decisions. Thus, developing effective price promotion, promotion time limit, and consumer-consumer interaction strategy to drive their perceived risk making a purchase, and arrange an impactful promotion time limit tactic.
The Connective Patterns of Experience Quality and Environmental Perception to Revisit Intentions in Creative Cultural Tourism Gunawan, Arie Indra; Mustikasari, Ati; Agustina, Regina; Christianingrum; Februadi, Agustinus
Journal of Marketing Innovation (JMI) Vol. 4 No. 2 (2024)
Publisher : Politeknik Negeri Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35313/jmi.v4i2.133

Abstract

Creative cultural tourism faces significant challenges due to its relatively standard offerings and the repetitive nature of its attractions. To remain competitive, the development of creative cultural tourism must adapt dynamically to evolving visitor demands. While several studies have explored aspects of creative tourism, they often fall short in assessing visitor needs. This study aims to fill that gap by investigating the specific needs of visitors in the context of creative cultural tourism. A cross-sectional method was employed, followed by a quantitative approach using data collected through questionnaires. The study gathered a total of 306 responses from visitors to Taichung's creative tourism sites in Taiwan, which were then analyzed using Structural Equation Modeling-Partial Least Squares (SEM-PLS). The research findings indicate that the quality of the experience has a direct influence on visitors' intention to revisit, while perceptions of the tourist environment significantly affect visitor satisfaction. These results suggest that the development of creative tourism should focus on enhancing value in ways that align with visitor desires, ensuring the experience remains authentic and engaging. By integrating high-quality experiences with positive environmental perceptions, destinations can attract and retain visitors more effectively.
Intention to Purchase Luxury Products: Risk Issues in Online Shopping Kevin, Pascalis; Hendrawan, Ranny Marcella; Widjojo, Handyanto; Wibowo, Alexander Joseph Ibnu
Journal of Marketing Innovation (JMI) Vol. 4 No. 2 (2024)
Publisher : Politeknik Negeri Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35313/jmi.v4i2.165

Abstract

Online retailers face significant challenges due to the intangible nature of virtual shopping, which particularly affects the luxury goods sector. This study investigates how website quality, perceived risk, money-back guarantees, quality labels, and risk-taking tendencies influence consumers' intentions to purchase luxury goods online. Data were collected by distributing survey questionnaires online. Data from 249 questionnaires were obtained using a nonprobability sampling technique. Respondents were users of a luxury product website in Indonesia. Furthermore, eight hypotheses were tested using covariance-based structural equation modeling (CB-SEM) with the AMOS 26 application. This study yielded four main findings: (i) quality labels, money-back guarantees, website quality, and risk-taking were shown to directly influence consumers' perceived risk; (ii) website quality is the dimension that most strongly influences consumers' perceived risk; (iii) money-back guarantees and website quality do not directly influence online shopping intentions; and (iv) consumer-perceived quality and risk labels have been shown to directly influence consumers' intention to buy luxury brands online. This research provides valuable insights by focusing on an emerging market and highlights that risk-taking tendencies directly affect perceived risk, with website quality being the most substantial determinant of perceived risk among luxury consumers.
The Impact of Exposure to Online Advertising on the Intention to Download Online Loan Applications among Young Adults (18-27 Years) in Indonesia Pranata, Fahmi Aji; Salehudin, Imam
Journal of Marketing Innovation (JMI) Vol. 4 No. 2 (2024)
Publisher : Politeknik Negeri Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35313/jmi.v4i2.171

Abstract

This study explores the determinants of Generation Z's (Gen-Z) intention to download online loan applications in Indonesia, with a focus on the impact of online loan advertisements. The research aims to evaluate how elements such as informativeness, entertainment, irritation, and incentives within advertisements influence the perceived value of these ads and, consequently, the download intention. Utilizing Partial Least Squares-Structural Equation Modeling (PLS-SEM), data was analyzed from respondents aged 18-27. The findings reveal that incentives are the most influential factor driving download intention, while perceived advertisement value, risk, and trust serve as pivotal mediators. The study suggests that online loan advertisers should highlight positive attributes of their ads and minimize irritation to improve engagement and build trust among Gen-Z consumers. These insights enhance the understanding of digital marketing strategies and consumer behavior in the financial technology sector.
The Role of E-WOM Emotionality on Gen Z’s Purchase Intention in E-Commerce Dwi Martiyanti; Rahmayana, Fadina
Journal of Marketing Innovation (JMI) Vol. 4 No. 2 (2024)
Publisher : Politeknik Negeri Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35313/jmi.v4i2.178

Abstract

The growing trend of online shopping among Generation Z has led to a significant reliance on consumer reviews, which are often perceived as more objective than corporate marketing messages. However, reviews do not always directly translate into purchase intentions. The originality of this study lies in its focus on Generation Z, a cohort that, according to a 2022 survey, is more inclined to read customer reviews before making online purchases. This research contributes to a deeper understanding of how the emotional aspects of e-WOM influence Generation Z's purchase intentions in e-commerce. The study specifically examines the impact of e-WOM, emotional attachment, and trust on Generation Z's purchase intentions within the e-commerce context. Utilizing a convenience sampling method, the study collected data from 162 respondents and analyzed it using SMARTPLS 4.0. The findings reveal that e-WOM, emotional attachment, and trust all significantly influence Generation Z's purchase intentions in e-commerce. These insights are valuable for marketers, highlighting the importance of e-WOM emotionality as a critical tool for enhancing the purchase intentions of Gen Z consumers.

Page 4 of 6 | Total Record : 54

 2   3   4   5   6 

Filter by Year

2021 2025


Reset
Filter By Issues
All Issue Vol. 5 No. 2 (2025) Vol. 5 No. 1 (2025) Vol. 4 No. 2 (2024) Vol. 4 No. 1 (2024) Vol. 3 No. 2 (2023) Vol. 3 No. 1 (2023) Vol. 2 No. 2 (2022) Vol. 2 No. 1 (2022) Vol. 1 No. 1 (2021)