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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. 2, September 2021" : 5 Documents clear
ANALYSIS OF THE INFLUENCE OF BRAND IMAGE, PRODUCT QUALITY AND PRICE PERCEPTION ON THE PURCHASE DECISION OF HONDA MOTOR VEHICLES IN WEST HALMAHERA Gabriel Sylvian Frans Ofa; Dewi Wuisan
Indonesian Marketing Journal Vol. 1, No. 2, September 2021
Publisher : Universitas Pelita Harapan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.19166/imj.v1i2.5250

Abstract

Destination study this is for analyze influence image brand, quality product, and perception price to the decision process purchase consumer Honda automatic motorcycle in West Halmahera. Population in study this is user Honda automatic motorcycle. Taking sample in study this using purposive sampling use approach quantitative with method collection use questionnaire electronic via Google Forms. Measurement models and structural models in study this analyzed with use SmartPLS 3.0. Respondent in study this is West Halmahera community as many as 160 respondents. Analysis result could conclud that: Brand image take effect positive to the decision process purchase consumer Honda automatic motorcycle in West Halmahera. Quality Product no take effect positive to the decision process purchase consumer automatic motorcycle Honda in West Halmahera. And Perception price take effect positive to the decision process purchase consumer Honda automatic motorcycle in West Halmahera.BAHASA INDONESIA ABSTRACTTujuan penelitian ini adalah untuk menganalisis pengaruh citra merek, kualitas produk, dan persepsi harga terhadap proses keputusan pembelian konsumen sepeda motor matic Honda di Halmahera Barat. Populasi dalam penelitian ini adalah pengguna sepeda motor matic Honda. Pengambilan sampel dalam penelitian ini menggunakan purposive sampling menggunakan pendekatan kuantitatif dengan metode pengumpulan menggunakan kuesioner elektronik melalui Google Forms. Model pengukuran dan model strukturl dalam penelitian ini dianalisis dengan menggunakan SmartPLS 3.0. Responden dalam penelitian ini adalah masyarakat Halmahera Barat sebanyak 160 responden. Hasil analisis dapat disimpulkan bahwa: Citra merek berpengaruh positif terhadap proses keputusan pembelian konsumen sepeda motor matic Honda di Halmahera Barat. Kualitas Produk tidak berpengaruh positif terhadap proses keputusan pembelian konsumen sepeda motor matic Hondadi Halmahera Barat. Serta Persepsi harga berpengaruh positif terhadap proses keputusan pembelian konsumen sepeda motor matic Honda di Halmahera Barat.
THE INFLUENCE OF CUSTOMER EXPERIENCE, UTILITARIAN BENEFITS, AND HEDONIC BENEFITS ON INTENTION TO RECOMMENDED (CASE STUDY ON KOPI JANJI JIWA BELITUNG) Tresia Anggraini; Innocentius Bernarto
Indonesian Marketing Journal Vol. 1, No. 2, September 2021
Publisher : Universitas Pelita Harapan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.19166/imj.v1i2.4017

Abstract

This study aims to examine the effect of customer experience on customer satisfaction, the effect of utilitarian benefits on customer satisfaction, the effect of hedonic benefits on customer satisfaction, the effect of customer experience on intention to recommend, the effect of utilitarian benefits on intention to recommend, the effect of hedonic benefits on intention to recommend, the effect of customer satisfaction on intention to recommend. This research was conducted using the incidental sampling method, from consumers of Kopi Janji Jiwa Belitung, Indonesia. This research was conducted using Partial Least Square-Structural Equation Modeling (PLS-SEM) method with the help of the Smart PLS program in testing the validity and reliability, as well as testing the hypothesis from the questionnaire used that has been distributed to 400 respondents. The results of this study indicate that customer experience, utilitarian benefits, and hedonic benefits affect customer satisfaction, then utilitarian benefits and customer satisfaction affect intention to recommend, but customer experience and hedonic benefits have no effect on intention to recommend.BAHASA INDONESIA ABSTRACTPenelitian ini bertujuan untuk menguji pengaruh customer experience terhadap customer satisfaction, pengaruh utilitarian benefit terhadap customer satisfaction, pengaruh hedonic benefit terhadap customer satisfaction, pengaruh customer experience terhadap intention to recommend, pengaruh utilitarian benefit terhadap intention to recommend, pengaruh hedonic benefit terhadap intention to recommend, pengaruh customer satisfaction terhadap intention to recommend. Penelitian ini dilakukan dengan metode penarikan sampel incidental sampling, dari konsumen Kopi Janji Jiwa Belitung, Indonesia. Penelitian ini dilakukan dengan menggunakan metode Partial Least Square-Structural Equation Modeling (PLS-SEM) dengan bantuan program Smart PLS dalam pengujian validitas dan reliabilitas, serta menguji hipotesis dari kuesioner yang telah disebarkan kepada 400 responden. Hasil penelitian ini menunjukkan bahwa customer experience, utilitarian benefit, dan hedonic benefit berpengaruh terhadap customer satisfaction, lalu utilitarian benefit dan customer satisfaction berpengaruh terhadap intention to recommend, akan tetapi customer experience dan hedonic benefit tidak berpengaruh terhadap intention to recommend.
UNDERSTANDING CUSTOMER LOYALTY IN INDONESIA QUICK SERVICE RESTAURANT INDUSTRY Juliana Juliana; Amelda Pramezwary; Dhana Calista Oktaviani; Felicia Tania E; Michelle A. Benly
Indonesian Marketing Journal Vol. 1, No. 2, September 2021
Publisher : Universitas Pelita Harapan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.19166/imj.v1i2.5104

Abstract

In the restaurant industry, customer loyalty has become the most important strategic goal. The impact of service quality dimensions on customer loyalty is investigated using the SERVQUAL scale's dimensional structure in fast food restaurant service environments. Pizza Hut is a well-known fast-food chain that appeals to people of all ages, from children to the elderly. Pizza Hut has locations throughout the city as well as internationally. Each branch's level of service is unquestionably different. Pizza Hut Indonesia will be the subject of this study. A sample of 100 respondents is used to create and test research hypotheses. Quantitative research is the form of research that we used in this study. A questionnaire was used to collect data from everyone who has ever visited Pizza Hut Indonesia. PLS-SEM was utilized to perform the data analysis. According to the data, total consumer loyalty is 44,8 percent. As a consequence of this research, consumer loyalty at Pizza Hut Indonesia is substantially influenced by service quality.
PERAN DARI DIMENSI BRAND EXPERIENCE RESTORAN DALAM MENCIPTAKAN BRAND LOYALTY DAN DAMPAKNYA TERHADAP BRAND EQUITY [THE ROLE OF THE RESTAURANT BRAND EXPERIENCE DIMENSION IN CREATING BRAND LOYALTY AND ITS IMPACT ON BRAND EQUITY] Brittney E. D. Halik; Cindy Octavia; Jefta Julian; Margaretha Pink Berlianto
Indonesian Marketing Journal Vol. 1, No. 2, September 2021
Publisher : Universitas Pelita Harapan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.19166/imj.v1i2.5218

Abstract

The purpose of this study is to investigate the effect of brand experience’s dimension which is sensory, affective, behavioral, and intellectual experience on the dimensions of customers’ brand loyalty (willingness to pay more, word of mouth, and repurchase intention) and its impact towards brand equity at the Sushi Tei restaurant located in Supermal Karawaci. This study uses quantitative approach and the data is gathered through the distribution of questionnaire with a sample of 260 respondents. The qualifications of the respondents are customers who ate at Sushi Tei restaurant at least once within the last three months. This study uses a non-probability sample design – purposive sampling. The analysis process used Partial Least Squares-Structural Equation Modeling. The analysis result shown that sensory experience, affective experience, behavioral experience, dan intellectual experience have positive effect on willingness to pay more and word of mouth. Affective experience and intellectual experience have positive effect on repurchase intention. Willingness to pay more, word of mouth and repurchase intention have positive effect on brand equity.  However sensory experience and behavioral experience have no effect repurchase intention.BAHASA INDONESIA ABSTRACTPenelitian ini bertujuan untuk menginvestigasi pengaruh dimensi-dimensi dari brand experience yaitu sensory, affective, behavioral, dan intellectual experience terhadap dimensi-dimensi dari brand loyalty (willingness to pay more, word of mouth, and repurchase intention) and pengaruh dimensi dari brand loyalty tersebut terhadap brand equity pada restoran Sushi Tei yang berlokasi di Supermal Karawaci. Terdapat 15 hipotesis pada penelitian ini. Penelitian ini menggunakan pendekatan kuantitatif di mana data diperoleh dengan menyebarkan kuisioner sebanyak 260. Penelitian ini menggunakan purposive sampling dengan kriteria individu yang pernah bersantap di Sushi Tei Supermall Karawaci sebanyak sekali dalam kurun waktu tiga bulan terakhir. Metode analisis data menggunakan PLS-SEM. Hasil penelitian menunjukkan bahwa sensory, affective, behavioral, dan intellectual experience berpengaruh positif terhadap Willingness to pay more dan word of mouth.  Affective experience dan intellectual experience berpengaruh positif terhadap repurchase intention. Willingness to pay more, word of mouth dan repurchase intention berpengaruh positif terhadap brand equity. Akan tetapi sensory experience dan behavioral experience tidak berpengaruh positif terhadap repurchase intention.  
FAKTOR-FAKTOR YANG MEMENGARUHI PEMBELIAN IMPULSIF PELANGGAN DI SUPERMARKET RANCH MARKET [FACTORS AFFECTING CUSTOMERS' IMPULSIVE PURCHASES IN RANCH MARKET SUPERMARKETS] Jessica Tedja; Margaretha Pink Berlianto
Indonesian Marketing Journal Vol. 1, No. 2, September 2021
Publisher : Universitas Pelita Harapan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.19166/imj.v1i2.5219

Abstract

The purpose of this study is to investigate the negative effect of pre-shopping preparation tendency toward impulse buying, the negative effect of positive shopping enjoyment tendency toward positive affect, the positive effect of impulse buying tendency toward urge to purchase, the positive effect of positive affect toward urge to purchase, the negative effect of negative affect toward urge to purchase and the positive effect of urge to purchase toward impulse buying at Ranch Market Jakarta. The population of this research is the customer of Ranch Market Jakarta. The result of this study is pre-shopping preparation tendency has no negative effect toward impulse buying, shopping enjoyment tendency has positive effect toward positive affect, impulse buying tendency has positive effect toward urge to purchase, positive affect has positive effect toward urge to purchase, negative affect has negative effect toward urge to purchase dan urge to purchase has positive effect toward impulse buying.BAHASA INDONESIA ABSTRACTPenelitian ini bertujuan untuk menginvestigasi pengaruh negatif pre-shopping preparation tendency terhadap impulse buying, pengaruh positive shopping enjoyment tendency terhadap positive affect, pengaruh positive impulse buying tendency berpengaruh positive terhadap urge to purchase, pengaruh positive affect terhadap urge to purchase, pengaruh negative affect terhadap urge to purchase dan pengaruh positive urge to purchase terhadap impulse buying di Ranch Market Jakarta. Populasi dari penelitian ini individu yang pernah berbelanja di Ranch Market Jakarta. Hasil penelitian menemukan bahwa pre-shopping preparation tendency tidak berpengaruh negatif terhadap impulse buying, shopping enjoyment tendency berpengaruh positif terhadap positive affect, impulse buying tendency berpengaruh positif terhadap urge purchase, positive affect berpengaruh positif terhadap urge to purchase, negative affect berpengaruh negatif terhadap urge to purchase dan urge to purchase berpengaruh positif terhadap impulse buying.

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