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Widi Senalasari
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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
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Cultural Familiarity and Its Impact on Customer Satisfaction and Brand Awareness: A Study of Indonesian Restaurants in Taiwan Mujahida, Sitti; Remmang, Hasanuddin; Azizurrohman, Muhammad
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.v4i2.182

Abstract

Indonesian restaurants in Taiwan face significant challenges in gaining recognition among the local population and international patrons, primarily due to cultural differences and limited marketing efforts. This study investigates the impact of food quality, service quality, pricing strategy, and marketing initiatives on patron satisfaction and brand recognition of Indonesian restaurants in Taiwan. It also examines how cultural familiarity moderates these relationships. A structured survey was conducted among 400 international patrons who dined at Indonesian eateries in Taiwan. Data were analyzed using Structural Equation Modelling (SEM) with Partial Least Squares (PLS) and moderation analysis. Findings reveal that food quality and pricing strategy significantly enhance customer satisfaction, while service quality and marketing efforts do not. Cultural familiarity strengthens the positive effect of food quality on satisfaction. This study underscores the importance of maintaining high food quality, implementing effective pricing strategies, and leveraging cultural familiarity for Indonesian restaurant owners in Taiwan. The research highlights the role of cultural factors in customer perceptions, contributing to the discourse on marketing strategies in the competitive food industry. The sample's focus on foreign customers in Taiwan may limit the broader applicability of the findings. Future research should consider factors like ambiance, location, and menu diversity for a comprehensive understanding of customer satisfaction and brand awareness.
Can Sales Revenue Mediate the Relationship Between Market Share and Food Waste Management Practices at Restaurants in Banyumas? Faizah, Putri Nur; Romadlon, Fauzan; Winati, Famila Dwi; Wan Ahmad, Wan Nurul Karimah
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.v4i2.185

Abstract

Indonesia, with its substantial population, faces a critical issue with food waste. The country's high food waste generation is concerning and necessitates action for sustainable development. Banyumas, a region experiencing a rise in restaurants and significant food expenditure, is particularly affected. In 2022, the restaurant sector in Banyumas emerged as the second-largest business sector, underscoring its significance and the need for focused attention. To effectively address food waste, it is crucial for restaurants to understand the interplay between sales revenue, market share, and waste management practices. This research explores the relationship between these factors within Banyumas' restaurant industry. Utilizing a quantitative approach, the study surveyed 102 restaurants in Banyumas Regency and employed SEM-PLS for model testing. Findings indicate that higher sales revenue positively influences food waste management practices, suggesting that increased income enables restaurants to better implement waste management strategies. This insight highlights the need for government efforts to enhance knowledge and coordination regarding restaurant food waste management
Local Consumer Behaviour in Developing Countries toward Food and Drinks with Honey Labels: Evidence from Indonesia Abdillah, Fatimah; Maryam, Suryani; Sakti, B. Retno Pratiwi; Juhari, Ahmad
Journal of Marketing Innovation (JMI) Vol. 5 No. 1 (2025)
Publisher : Politeknik Negeri Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35313/jmi.v5i1.112

Abstract

This analysis aimed to provide evidence of local consumer behaviour toward food and drinks with honey label utilizing the Theory of Planned Behaviour. Specifically, the effect of health consciousness, perceived nutritional content, and perceived behaviour control on attitude and purchase intention were analyzed. The quantitative design with a survey method was used, and the samples were 271 respondents, while the data underwent analysis through the application of structural equation modelling utilizing AMOS 24 software. Perceived nutritional content positively and significantly affects purchase intention through attitude. Perceived behaviour control showed a direct positive impact on attitude and purchase intention. The findings also showed that attitude played an important role in mediation, stimulating consumer intention to purchase food and drinks with honey label. This research theoretically contributed to the understanding of the correlation of perceived nutritional content and behaviour control in the context of healthy-label food and drinks, based on the TPB. The focus was specifically on honey label, informing perceived health benefits. This research can serve as a foundation for marketers to establish the most efficient marketing communication approach for food and beverage goods with a honey label. Consumer perceptions are dynamic and may necessitate more targeted research based on the product category.
The Role of Omnichannel Retailing on Customer Retention Mediated by Brand Experience in Cosmetics Retail: SOR Approach Pranindyasari, Chelsia; Uscha, Cindy Malinda
Journal of Marketing Innovation (JMI) Vol. 5 No. 1 (2025)
Publisher : Politeknik Negeri Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35313/jmi.v5i1.174

Abstract

The COVID-19 pandemic, which has persisted for over two and a half years, is now entering a recovery phase. During this period, Indonesian consumers have notably adapted their behavior, becoming more technologically savvy. This shift has been further accelerated by technological advancements, leading to the development of omnichannel strategies—integrated channel management models that unify all available customer interaction points. This research investigates the factors that influence customer retention within the context of cosmetic retailers in Indonesia, utilizing the Stimulus-Organism-Response (SOR) theory. The SOR theory is applied to understand customer purchasing behavior in the omnichannel retail environment and to analyze strategies that can enhance customer retention. Data was collected from 172 respondents using a 1-7 Likert scale questionnaire distributed via Google Forms. The study employed quantitative cross-sectional design and purposive sampling, with data analysis conducted using Structural Equation Modeling-Partial Least Squares (SEM-PLS). The results indicate that five out of seven hypotheses were supported, revealing that omnichannel interaction and individualization have a significant positive impact on sensory, affective, and behavioral brand experiences. Furthermore, these brand experiences were found to significantly influence customer retention in the cosmetics retail sector.
From Reviews to Purchase Intention: The Interplay of Customer Review, Influencer Review, and Trust in Indonesian Skincare Products Senalasari, Widi; Maulidani, Rendi Nabin; Setiawati, Lina; Najib, Moh Farid
Journal of Marketing Innovation (JMI) Vol. 5 No. 1 (2025)
Publisher : Politeknik Negeri Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35313/jmi.v5i1.184

Abstract

The beauty industry's rapid growth has led to a surge in local businesses, where trust is crucial for driving customer purchase intentions, especially in sensitive products like skincare. Consumers heavily rely on reviews from other users and beauty influencers. This study examines the impact of consumer and influencer reviews on the purchase intention of skincare products, with trust as a moderating variable. It is the first to test trust's moderating role in this context. Using PLS-SEM, the study analyzed 404 consumers of local skincare products in Indonesia who had seen both consumer and influencer reviews. The result of this study shows that consumer review, influencer review, and trust significantly affect the purchase intention of local skincare products in Indonesia. However, when trust is added as a mediating variable, its presence negates the influence of both customer and influencer reviews on purchase intention. This suggests that trust plays an important role, overshadowing the impact of reviews when factored into the consumer decision-making process. These insights provide valuable implications for marketers and businesses in the beauty industry, highlighting the importance of building consumer trust.
Mediation Role of Marketing Innovation between Entrepreneurial Training and Business Performance of Women Food Vendors in Ilala Municipality, Tanzania Mkama, Sunday; Mohamed, Fauzia; Diyammi, Mark Paul
Journal of Marketing Innovation (JMI) Vol. 5 No. 1 (2025)
Publisher : Politeknik Negeri Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35313/jmi.v5i1.192

Abstract

This study aimed to investigate the relationship between entrepreneurial training and the business performance of women food vendors in Ilala Municipality, Tanzania with marketing innovation as a mediator. The study employed a cross-sectional research design, collecting data at a single point in time using a quantitative approach. A sample size of 349 women food vendors was determined using the online Qualtrics Sample Size Calculator. The study employed stratified proportionate and systematic random sampling techniques to obtain sample representation. The collection of data was done using structured research questionnaires. Data analysis was done using partial least square-structural equation modelling. The findings of this study revealed that marketing innovation partially mediates the relationship between entrepreneurial and business performance. Furthermore, the finding revealed that entrepreneurial training positively and significantly affects marketing innovation. Moreover, the findings revealed that marketing innovation positively and substantially affects business performance. The findings advance understanding of marketing innovation's mediating role between entrepreneurial training and business performance. They enrich empirical literature and expand knowledge on this relationship. The study highlights how entrepreneurial training drives marketing innovation, eventually improving the business outcomes for women's food vendors. These insights underscore training's critical role in fostering innovation and enhancing performance in this sector.
From Experience to E-WOM: Unpacking the Power of Tourist Motivation and Marketing Mix on Revisit Intentions in Taiwan Tiong, Piter; Farida, Umi; Haris, Abdul; Azizurrohman, Muhammad
Journal of Marketing Innovation (JMI) Vol. 5 No. 1 (2025)
Publisher : Politeknik Negeri Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35313/jmi.v5i1.206

Abstract

This study investigates the mediating role of electronic word-of-mouth (e-WOM) between the marketing mix, tourist experience, and revisit intentions, and examines how tourist motivation moderates the e-WOM–revisit intention relationship. Data from 300 tourists who had recently visited Taiwan were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results show that e-WOM significantly mediates the relationship between both the marketing mix and tourist experience on revisit intentions. A well-executed marketing mix and positive experiences encourage tourists to share their experiences online, which increases their likelihood of revisiting. The moderating analysis reveals that the influence of e-WOM on revisit intentions is stronger for tourists seeking personal enjoyment compared to transactional motives. This study contributes to consumer behavior theory by highlighting how intrinsic motivations amplify the impact of e-WOM. Practically, it offers strategies for fostering e-WOM through personalized experiences, social media engagement, and emerging technologies like AI and augmented reality. Future research should adopt longitudinal designs to capture evolving tourist behavior and explore the role of social media influencers on platforms such as TikTok. The findings underscore the importance of e-WOM in shaping tourist behavior, offering practical insights for destination marketers to enhance engagement and revisit intentions.
The Impact of Innovation Factors on Repurchase Intention: Enhancing the Competitiveness of Indonesian Handicrafts Wahyuni, Sri; Astuti, Rifelly Dewi
Journal of Marketing Innovation (JMI) Vol. 5 No. 1 (2025)
Publisher : Politeknik Negeri Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35313/jmi.v5i1.222

Abstract

Traditional handicrafts need to innovate to be able to compete with mass-produced machine-made products that are usually cheaper and easily scalable. The key challenge in handicraft innovation is balancing authenticity and cultural value while adapting to modern consumer preferences without losing the traditional identity that defines these crafts. This study examines the impact of innovation factors—authenticity, packaging, product, and process innovation—on consumers' repurchase intentions for traditional Indonesian handicrafts. A quantitative approach was used, surveying 386 Indonesian respondents aged 18 and above who had purchased handicrafts in the past year. Data were analyzed with Partial Least Squares-Structural Equation Modeling (PLS-SEM). The results show that product and process innovations positively affect repurchase intentions, while authenticity and packaging had no significant impact. This research contributes to consumer behavior and innovation literature in the cultural and creative industries and provides insights for enhancing the global competitiveness of Indonesian handicrafts.
Understanding the Virality of Educational Content: A Case Study of Ruangguru's Clash of Champions in Indonesia's Digital Landscape Kembau, Agung Stefanus; Winarko, Hilarius Bambang
Journal of Marketing Innovation (JMI) Vol. 5 No. 2 (2025)
Publisher : Politeknik Negeri Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35313/jmi.v5i2.197

Abstract

This study investigates the widespread diffusion of educational content by analyzing Ruangguru’s Clash of Champions campaign across Indonesian social media platforms. The proposed model suggests that content characteristics, such as relevance, surprise or uniqueness, visual quality, storytelling, and influencer endorsement, influence virality through emotional engagement, interactivity, and ease of sharing. A cross-sectional online survey of exposed users (N = 265) was analysed with PLS-SEM; adapted scales met reliability and validity standards. Findings show emotional response is a salient driver, with ease of sharing and interactivity also meaningful. Storytelling slightly outperforms influencer support in lifting perceived visual quality. Mediation tests show interactivity transmits the effect of visual quality, ease of sharing transmits information value, and emotional response transmits surprise/uniqueness. Platform differences are discussed, positioning gamification as a cross-cutting mechanism that amplifies emotion, participation, and sharing. The study extends digital virality models to an educational context and offers guidance on sequencing emotional peaks with share cues, narrative-led roles, legible interaction design, and light-touch gamification. Limitations of the study include reliance on self-reported data, a sample skewed toward younger users and focus on a single campaign.
Marketing Sustainability to the Base: Exploring Drivers of Green Behavior Among Indonesia’s Low Socioeconomic Populations Zefanya, Abraham; Adiwijaya, Karto
Journal of Marketing Innovation (JMI) Vol. 5 No. 2 (2025)
Publisher : Politeknik Negeri Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35313/jmi.v5i2.205

Abstract

This study investigates the factors influencing the adoption of green behavior among low-income populations in Indonesia, aiming to inform more inclusive sustainability strategies. Employing a qualitative phenomenological methodology, in-depth interviews were conducted with 10 participants in Jakarta, focusing on efforts to reduce single-use plastic consumption. The results reveal that while environmental education enhances green behavioral intentions, its influence on actual behavior change is constrained by financial limitations and a reluctance to incur higher costs unless alternatives are unavailable or personal expectations are fulfilled. Additionally, messages emphasizing personal benefits resonate more than environmental appeals, and local community-driven social norms are more effective in promoting green behavior than external influencers. Policies and regulations were found to moderate the conversion of intention into behavior, while perceived needs and ease of use of conventional items, coupled with financial constraints, form behavioral control factors that can directly affect green behavior adoption. This research extends the Theory of Planned Behavior by providing nuanced insights into green behavior adoption in low-income contexts, offering practical implications for policymakers and stakeholders to design inclusive and effective sustainability initiatives.

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