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INDONESIA
Indonesian Marketing Journal
Published by Universitas Pelita Harapan
ISSN : -     EISSN : 27766004     DOI : -
Core Subject : Social,
Social Sciences
Indonesian Marketing Journal is published by the Faculty of Economics and Business, Universitas Pelita Harapan. The aim of Indonesian Marketing Journal is to provide original research articles related to key concepts and theories in the marketing field.  Indonesian Marketing Journal aims to foster leading scientific research on marketing. It provides a central and independent forum for the critical evaluation and dissemination of research and to publish the highest quality research with evaluation, evidence and conclusions that are relevant to marketing while engaging marketing scholars and practitioners. Indonesian Marketing Journal places a strong emphasis on both knowledge and practice, facilitating the exchange of ideas and discoveries on research issues. The journal is intended to give both an academic and practical focus, reflecting the trends, interests in on going strategic initiatives, phenomenon related to marketing. The journal topic covers scientific publications related to Business Marketing, Marketing Research, Marketing Management, Services Marketing, Marketing Strategy, Global Marketing, Retail Marketing, Marketing Communication, and Marketing Education.
Arjuna Subject : Bisnis, Menejemen, dan Akutansi (semua kategori) - Pemasaran
Articles 5 Documents
 1 
Search results for , issue "Vol. 1, No. 1, April 2021" : 5 Documents clear
PENGARUH MODERASI DARI COUNTRY OF ORIGIN DAN PRODUCT TYPE TERHADAP HUBUNGAN ANTARA BRAND EQUITY TERHADAP REPURCHASE INTENTION DAN WORD OF MOUTH DALAM BRAND APPLE IPHONE [EFFECT OF MODERATION OF COUNTRY OF ORIGIN AND PRODUCT TYPE ON THE RELATIONSHIP BETWEEN BRAND EQUITY AND REPURCHASE INTENTION AND WORD OF MOUTH IN BRAND APPLE IPHONE] Kamal, Kevin; Wuisan, Dewi
Indonesian Marketing Journal Vol. 1, No. 1, April 2021
Publisher : Universitas Pelita Harapan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.19166/imj.v1i1.4013

Abstract

This study aims to examine whether there is a positive effect of brand equity on repurchase intentions and word of mouth moderated by perceived value and country of origin in the Apple iPhone brand as a product type. The sampling technique used in this study is non-probability sampling, namely purposive sampling in which the respondents are Apple iPhone users in Indonesia. The sample of this study found 260 respondents with data collection methods using electronic questionnaires. Data processing was carried out by statistical analysis, validity, and reliability using the Partial Least Square – Structural Equation Modeling (PLS-SEM) method and processed using SmartPLS 3.0 software. The results showed that the brand equity variable had a positive influence on the variables of repurchase intention and word of mouth promotion. Likewise, the variable type of product and country of origin both have a positive moderating effect on the relationship between brand equity and repurchase intention, and brand equity on word of mouth.BAHASA INDONESIA ABSTRACTPenelitian ini bertujuan menguji apakah terdapat pengaruh positif dari brand equity terhadap repurchase intention dan word of mouth yang dimoderasi oleh perceived value dan country of origin dalam brand Apple iPhone sebagai product type. Teknik pengambilan sampel yang digunakan dalam penelitian ini adalah non-probability sampling, yaitu purposive sampling di mana responden adalah pengguna Apple iPhone yang berada di wilayah Indonesia. Sampel penelitian ini berjumlah 260 responden dengan metode pengumpulan data menggunakan kuesioner elektronik. Pengolahan data dilakukan dengan analisis statistik, validitas, dan reliabilitas yang menggunakan metode Partial Least Square – Structural Equation Modeling (PLS-SEM) dan diolah menggunakan software SmartPLS 3.0. Hasil penelitian menunjukkan bahwa variabel brand equity memiliki pengaruh positif terhadap variabel repurchase intention dan word of mouth. Begitu juga dengan variabel product type dan country of origin, keduanya memiliki pengaruh moderasi yang positif terhadap hubungan antara brand equity terhadap repurchase intention, serta brand equity terhadap word of mouth.
MARKETING MIX STRATEGY FORMULATION AND CREATING VALUE CO-CREATION IN SCHOOL EDUCATION Rudy Pramono; Adi Abdurahman; Juliana Juliana
Indonesian Marketing Journal Vol. 1, No. 1, April 2021
Publisher : Universitas Pelita Harapan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.19166/imj.v1i1.5105

Abstract

This study aims to describe internal and external factors with the 7P marketing mix concept at SMA Bogor Raya, define the gap between input and output from internal and external factors in the marketing strategy of SMA Bogor Raya, evaluate the 7P services marketing mix concept applied by the marketing unit of SMA Bogor Raya. This approach to study requires extensive relevant searches, business management, and educational databases on value-based marketing and co-creation. This study uses a qualitative research approach. The type of research used in this research is a case study. Subjects in this study were vital informants with a total of 7 informants. The research field of educational marketing, value, and co-creation is still at a relative pioneer stage. Much research is still to be carried out, both from problem identification and a strategic perspective. To increase public interest in school education services, a mixed market strategy can be applied by combining 7Ps consisting of product, price, place, promotion, people, process, and physical evidence. Although there is no master plan for implementing the marketing mix at SMA Bogor Raya, the strategy has been implemented.BAHASA INDONESIA ABSTRACTPenelitian ini bertujuan untuk mendeskripsikan faktor internal dan eksternal dengan konsep bauran pemasaran 7P di SMA Bogor Raya, menentukan gap antara input dan output dari faktor internal dan eksternal dalam strategi pemasaran SMA Bogor Raya, mengevaluasi konsep bauran pemasaran jasa 7P yang diterapkan oleh unit pemasaran SMA Bogor Raya. Pendekatan studi ini membutuhkan pencarian relevan yang ekstensif, manajemen bisnis, dan basis data pendidikan tentang pemasaran dan kreasi bersama berbasis nilai. Penelitian ini menggunakan pendekatan penelitian kualitatif. Jenis penelitian yang digunakan dalam penelitian ini adalah studi kasus. Subjek dalam penelitian ini adalah informan vital dengan jumlah informan sebanyak 7 orang. Bidang penelitian pendidikan pemasaran, nilai, dan co-creation masih pada tahap perintis relatif. Banyak penelitian yang masih harus dilakukan, baik dari identifikasi masalah maupun perspektif strategis. Untuk meningkatkan minat masyarakat terhadap layanan pendidikan sekolah, strategi pasar campuran dapat diterapkan dengan menggabungkan 7P yang terdiri dari produk, harga, tempat, promosi, orang, proses, dan bukti fisik. Meski belum ada masterplan penerapan bauran pemasaran di SMA Bogor Raya, namun strategi sudah diterapkan.
THE EFFECT OF PERCEIVED PRODUCT QUALITY, BRAND IMAGE, AND PROMOTION ON CUSTOMER PURCHASE INTENTION (CASE OF ZARA CUSTOMERS IN GRAND INDONESIA, JAKARTA) Yonathan Delvonvio Kent; Innocentius Bernarto
Indonesian Marketing Journal Vol. 1, No. 1, April 2021
Publisher : Universitas Pelita Harapan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.19166/imj.v1i1.4005

Abstract

The purpose of this study was to test whether the perception of product quality, brand image, and promotion had a positive effect on consumer buying interest. The survey method was applied to obtain data through a questionnaire. The research population target is all ZARA customers in Grand Indonesia, Jakarta. The sampling technique was done by purposive sampling. The number of samples is 400 respondents. Data analysis using SmartPLS program with partial least square-structural equation modeling (PLS-SEM) approach. The results showed that the perception of product quality, brand image, and promotion had a positive effect on the buying interest of ZARA consumers in Grand Indonesia Jakarta.BAHASA INDONESIA ABSTRACTTujuan penelitian ini adalah untuk menguji apakah persepsi kualitas produk, citra merek, dan promosi berpengaruh positif terhadap minat beli konsumen. Metode survey diaplikasikan untuk mendapatkan data melalui kuesioner. Target populasi penelitian adalah seluruh pelanggan ZARA di Grand Indonesia, Jakarta. Teknik pengambilan sampel dilakukan dengan purposive sampling. Jumlah sampel sebesar 400 responden. Analisis data menggunakan program SmartPLS dengan pendekatan partial least square-structural equation modelling (PLS-SEM). Hasil penelitian menunjukkan bahwa persepsi kualitas produk, citra merek, dan promosi berpengaruh positif terhadap minat beli konsumen ZARA di Grand Indonesia Jakarta.
IMPACT OF CORPORATE SOCIAL RESPONSIBILITY, GENERAL ATTITUDE, TRUST AND PERCEIVED CONSUMER EFFECTIVENESS ON PURCHASE INTENTION (CASE OF H&M CUSTOMERS IN JABODETABEK) Valerie Aurora Gunawan; Innocentius Bernarto
Indonesian Marketing Journal Vol. 1, No. 1, April 2021
Publisher : Universitas Pelita Harapan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.19166/imj.v1i1.4006

Abstract

This study aims to analyze the positive influence of corporate social responsibility on purchase intention through trust, general attitude, and perceived consumer effectiveness. The survey method was implemented in this study. Data was collected using a questionnaire instrument. The target population is all customers who have shopped at H&M in the Jabodetabek area. The number of samples is 400 respondents. The sampling technique was done by convenience sampling. Data analysis with Partial least Square-Structural Equation Modeling approach with the help of SmartPLS 3.0 program. The results show that corporate social responsibility has a positive effect on general attitude, trust, and perceived consumer effectiveness. Likewise, general attitude, trust, and perceived consumer effectiveness have a positive effect on purchase intention.BAHASA INDONESIA ABSTRACTPenelitian ini bertujuan untuk menganalisis pengaruh positif corporate social responsibility terhadap purchase intention melalui trust, general attitude, dan perceived consumer effectiveness. Metode survei diimplementasikan dalam penelitian ini. Pengumpulan data dilakukan dengan menggunakan instrumen kuesioner. Target populasi adalah semua pelanggan yang pernah berbelanja di H&M wilayah Jabodetabek. Jumlah sampel sebesar 400 responden. Teknik pengambilan sampel dilakukan dengan convenience sampling. Analisis data dengan pendekatan Partial least Square-Structural Equation Modeling dengan bantuan program SmartPLS 3.0. Hasil penelitian menunjukan bahwa corporate social responsibility berpengaruh positif terhadap general attitude, trust, dan perceived consumer effectiveness. Begitu juga, general attitude, trust, dan perceived consumer effectiveness berpengaruh positif terhadap purchase intention.
THE RELATIONSHIP BETWEEN CONSUMER ETHNOCENTRISM AND PRODUCT NEEDS ON PURCHASE INTENTION IN PERSPECTIVE OF INDONESIAN CONSUMERS FOR CHINESE PRODUCTS ON TOKOPEDIA Cindy Boennawan; Dewi Wuisan
Indonesian Marketing Journal Vol. 1, No. 1, April 2021
Publisher : Universitas Pelita Harapan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.19166/imj.v1i1.4012

Abstract

The aim for this study is to understand the relationship between consumer attitude towards foreign product on e-commerce which analyzed through consumers ethnocentrism and product needs on purchase intention for Chinese products on Tokopedia. With globalization and technological advances, it is undeniable that e-commerce has become part of living to fulfill daily basis needs. Tokopedia, an Indonesian e-commerce under William Tanuwijaya as CEO has become one of the influences in Indonesian economy. However, even though Indonesia was mentioned to be Tokopedia’s largest contributor, Tokopedia falls behind Shopee, a Singapore e-commerce, that ranked number one in terms of monthly web visits and GMV (Gross Merchandise Value). The actual research was conducted on 178 respondents by using online questionnaires and the sampling technique was nonprobability purposive sampling. The subjects of this research are the people who have shopped in Tokopedia using the mobile app, and have the intention to shop again in the future. The data are processed through validity, reliability, and statistical analysis and performed using SmartPLS software. The results of the study indicate that Consumer Ethnocentrism have positive influences towards Attitude towards Foreign Products, this statement against previous research which states that the relationship between these hypotheses is negative.

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