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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 65 Documents
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The Role of Brand Channel Mix Complexity and Brand Associations in Influencing Self-Brand Connection and Brand Loyalty: A Study on Beauty Brands in Indonesia Sabrina Khoirunnisa
Journal of Marketing Innovation (JMI) Vol. 6 No. 2 (2026):
Publisher : Politeknik Negeri Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35313/jmi.v6i2.233

Abstract

As the Indonesian beauty industry has grown rapidly, it intensifies the competition among them through the emergence of strong local brands. This study investigates the effects of Brand-Channel Mix complexity and Brand Association, measured by Attitude Toward the Brand, Perceived Quality, and Brand Uniqueness on Self-Brand Connection and Brand Loyalty within inclusive channels. Data were collected from 386 Brand X brand users in Indonesia using purposive sampling and an online questionnaire, then analyzed with Partial Least Squares–Structural Equation Modelling (PLS-SEM). Results indicate that Brand-Channel Mix has a significant negative effect on Self-Brand Connection, indicating that greater Brand-Channel Mix complexity is associated with lower levels of Self-Brand Connection. Conversely, Brand Associations exert a positive and significant influence on both outcomes, emphasizing the critical role of consumer perceptions in shaping loyalty. In addition, Product Involvement does not significantly moderate the relationship between Self-Brand Connection and Brand Loyalty. These findings underscore the importance of strengthening Brand Associations to foster Self-Brand Connection and Brand Loyalty, while indicating that greater channel complexity alone may not contribute to stronger consumer–brand relationships.
From Digital Payment Adoption to Customer Advocacy: Examining the Mediating Roles of User Satisfaction and MSME Performance in Indonesian MSMEs Haryo Wicaksono; Heny Ratnaningtyas; Eduard Rudolf Pangkerego; Michael Khrisna Aditya; Irfal
Journal of Marketing Innovation (JMI) Vol. 6 No. 2 (2026):
Publisher : Politeknik Negeri Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35313/jmi.v6i2.489

Abstract

This study aims to analyse the effect of QRIS adoption on MSME performance and customer advocacy behaviour in Indonesia’s tourism sector, and to examine the mediating roles of user satisfaction and MSME performance. The rapid growth of digital payment technologies has encouraged tourism-related MSMEs to adopt more efficient transaction systems to enhance business competitiveness and strengthen customer relationships. This research employed a quantitative approach using an online survey of 380 tourism MSME owners and managers who had used QRIS for at least six months. Data were analysed using SmartPLS to test the proposed relationships among the variables. The findings reveal that QRIS adoption has a positive and significant effect on user satisfaction, MSME performance, and customer advocacy behaviour. User satisfaction also positively influences MSME performance and customer advocacy behaviour, while MSME performance, in turn, significantly enhances customer advocacy behaviour. Furthermore, user satisfaction significantly mediates the relationship between QRIS adoption and MSME performance, and MSME performance, in turn, significantly mediates the relationship between QRIS adoption and customer advocacy behaviour. These findings indicate that QRIS implementation not only improves transaction efficiency and business management but also contributes to a better customer experience and stronger customer advocacy through distinct mediating mechanisms. The study suggests that policymakers, financial institutions, and MSME stakeholders should strengthen digital payment infrastructure, improve digital literacy, and optimise QRIS-based services to enhance MSME performance and foster sustainable customer advocacy in Indonesia’s tourism sector.
Leveraging IT-Driven Marketing Innovation for Sustainable Competitive Positioning: Evidence from Indonesian Coffee Shop SMEs Miftakul Huda; Wiji Safitri Wiji; Arie Indra Gunawan; Yoga Religia; Liviana Putri
Journal of Marketing Innovation (JMI) Vol. 6 No. 2 (2026):
Publisher : Politeknik Negeri Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35313/jmi.v6i2.508

Abstract

This research examines how information technology-enabled marketing innovations in product development and process optimization shape competitive positioning and long-term viability among Indonesian coffee shop small and medium enterprises (SMEs). Drawing on the resource-based view (RBV), a survey of 209 coffee shop proprietors in West Java was conducted using purposive sampling, and the collected data were analyzed through Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS. The empirical outcomes demonstrate that both technology-facilitated product innovation and IT-supported process optimization in marketing operations exert positive and statistically significant effects on competitive positioning. Moreover, competitive advantage serves as a meaningful intermediary mechanism connecting these marketing innovation constructs to business continuity outcomes. The mediation analysis confirms that organizations strategically deploying IT-driven innovative marketing approaches achieve stronger market differentiation and enhanced operational resilience. These findings contribute to the discourse on marketing innovation management in food and beverage SMEs, offering practical guidance for entrepreneurs and policymakers seeking to harness digital marketing innovation tools for building enduring competitive capabilities in saturated markets.
Green Communication and Purchase Intention for Organic Rice: The Mediating Role of Perceived Environmental Value Muhammad Hilmi Labibunnajah; Abdul Ghofur; Setya Pramono; Wardah Muwahidah; Ninda Fatmawati; Betania Kartika Muflih
Journal of Marketing Innovation (JMI) Vol. 6 No. 2 (2026):
Publisher : Politeknik Negeri Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

Organic rice is a credence good in which environmental attributes remain unverifiable by consumers, creating persistent information asymmetry. The present study investigates how green claim credibility and green information transparency shape consumers' intention to purchase organic rice, with perceived environmental value as a mediator, using PLS-SEM on 150 consumers in Semarang City. Both green communication dimensions positively and significantly influence perceived environmental value, which proves to be a robust determinant of consumers' purchase intention. Green claim credibility operates exclusively through perceived environmental value, while green information transparency exerts dual pathways of influence on purchase intention, encompassing both a direct route and an indirect route through perceived environmental value. Perceived environmental value is found to partially mediate the pathway from green information transparency to purchase intention, whereas its mediating role in the relationship between green claim credibility and purchase intention does not reach statistical significance. These findings advance Signaling Theory by demonstrating that disclosure-based signals may generate more direct behavioral effects in credence good markets, operating through dual pathways that credibility-based signals do not exhibit. Producers are advised to prioritize verifiable environmental information disclosure to effectively drive purchase intention.
Driving Repurchase Intention towards Mountain Hiking Open Trip Agencies: The Dual-Pathway of Mitigating Risks and Maximizing Enjoyment Desy Oktaviani; Yolanda Masnita; Husna Leila Yusran; Wang Lin
Journal of Marketing Innovation (JMI) Vol. 6 No. 2 (2026):
Publisher : Politeknik Negeri Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35313/jmi.v6i2.520

Abstract

Driven by social media trends, mountain hiking has grown rapidly, leading to a proliferation of travel and open trip agencies. It also brings two major challenges: business sustainability due to fear of missing out (FOMO) driven demand and increasingly intense competition. Thus, repurchase intention becomes the key. This study aims to investigate repurchase intention by focusing on two aspects: how Marketing Communication effectively mitigates Perceived Risk, and how Destination Image enhances Perceived Enjoyment. A descriptive quantitative method using a questionnaire was adopted. The sample consisted of 265 hikers who joined mountain trips via travel agencies or open trips, chosen through purposive sampling. Data analysis was conducted using partial least squares structural equation modeling (SEM-PLS). The results supported the proposed risk and enjoyment pathways to repurchase intention. Providers should therefore attend to both routes: clear, informative communication before the trip that helps hikers anticipate and prepare for trip risks, and experiences hikers enjoy and associate with the provider.

Page 7 of 7 | Total Record : 65

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