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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. 5, No. 1, April 2025" : 5 Documents clear
Leveraging Brand Extension and Service Innovation in The Digital Era: Transformative Strategies for Medical Scheme Willie, Michael
Indonesian Marketing Journal Vol. 5, No. 1, April 2025
Publisher : Universitas Pelita Harapan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.19166/imj.v5i1.9509

Abstract

Healthcare faces significant digital transformation, urging medical schemes to innovate for competitiveness and member satisfaction. This study investigates how brand extension and service innovation can enhance the competitiveness and sustainability of medical schemes, focusing on differentiation and value delivery. Driven by digital transformation and consumer demands, medical schemes must adopt innovative strategies to effectively meet evolving healthcare needs. This study uses qualitative methods, including literature review and case study analysis, to examine brand extension and service innovation in healthcare. Using data from various medical schemes, a longitudinal analysis conducted from 2015 to 2022 on adopting Efficiency Discount Options (EDOs) versus non-EDO options. It also included a comparative cost analysis and case studies to assess the impact of digital transformation. Of the ten medical schemes analyzed over the period 2016-2022, EDOs grew significantly from 9% in 2016 to 31% in 2022, providing substantial cost savings compared to non-EDO options across the analyzed medical schemes. Additionally, digital transformation in healthcare saw increased adoption of digital platforms, enhancing patient engagement and service delivery, though ethical considerations in telemedicine practices remain crucial. Brand extension and service innovation strategies can enhance member satisfaction and operational efficiency, helping medical schemes differentiate and thrive. This study provides a strategic framework for medical schemes to leverage digital advancements effectively, meet consumer expectations, and achieve sustainable growth in healthcare delivery
Pemberdayaan Desa Wisata Svarga Minapadi Melalui Pendampingan Pendanaan, Optimalisasi Manajemen, Pemasaran Digital, dan Revitalisasi Identitas [Empowerment of Svarga Minapadi Tourism Village Through Funding Assistance, Management Optimization, Digital Marketing, and Identity Revitalization] Sinaga, Anita; Celestyn, Aurelia; Tjandera, Clarence Fulgentius; Rufaidah, Faiza Rahma; Devanand, Marvel Attha; Anandhya, Ngakan; Darmawan, Nicole Abigail
Indonesian Marketing Journal Vol. 5, No. 1, April 2025
Publisher : Universitas Pelita Harapan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.19166/imj.v5i1.9644

Abstract

Tourism holds remarkable potential in enhancing and developing rural villages across various sectors, particularly its economic conditions. Panembangan Village is one such tourism village, with its most notable destination being Svarga Minapadi which combines agriculture, sustainable fisheries and picturesque landscapes. To comprehensively evaluate Svarga Miapadi’s developmental needs, an ethnographic participant-observation approach is utilized during a twenty-day immersive live-in period. Field observation and semi-structured interviews reveal stagnated development due to a lack of funds and human resources, as well as inefficient management. As a result, three programs regarding funding, management optimization and brand revitalization through improved digital marketing are launched into action in order to further empower and advance Svarga Minapadi as a tourism village destination. The aforementioned programs, conducted through training and assistance methods, aim to attain funding for the development of attractions and signage in Svarga Minapadi, effective standard operation systems concerning daily activities, and financial management. Content creation and digital marketing workshops are also utilized to increase awareness regarding Svarga Minapadi while simultaneously strengthening the brand image of fish processing and marketing groups in Panembangan Village, further empowering the tourism potential of Svarga Minapadi and its stakeholders.   Abstrak Bahasa Indonesia: Pariwisata memiliki potensi luar biasa dalam mengembangkan desa-desa dalam berbagai sektor, terkhusus sektor perekonomian. Desa Panembangan merupakan salah satu desa wisata, dengan destinasi utamanya yaitu Svarga Minapadi yang menggabungkan pertanian, perikanan berkelanjutan, dan pemandangan yang indah dan asri. Untuk mengevaluasi kebutuhan pembangunan Svarga Minapadi dengan lebih komprehensif, pendekatan observasi partisipan etnografi digunakan selama periode live-in dua puluh hari. Observasi lapangan dan wawancara semi-terstruktur mengungkap stagnasi karena kekurangan dana dan sumber daya manusia, serta manajemen yang tidak efisien. Oleh karena itu, tiga program terkait pendanaan, optimisasi manajemen, dan revitalisasi identitas brand melalui peningkatan pemasaran digital dilaksanakan guna memberdayakan dan memajukan Svarga Minapadi sebagai objek wisata. Program-program tersebut, yang dilaksanakan melalui metode pelatihan dan pendampingan, bertujuan untuk memperoleh pendanaan guna membangun wahana dan petunjuk dalam Svarga Minapadi serta meningkatkan efektivitas standar operasional prosedur berkaitan dengan kegiatan sehari-hari dan pengelolaan keuangan. Pembuatan konten dan pelatihan pemasaran digital juga digunakan untuk meningkatkan kesadaran masyarakat terhadap Svarga Minapadi sekaligus memperkuat citra merek peneliti pengelola dan pemasaran produk perikanan di Desa Panembangan. Upaya-upaya ini diharapkan dapat semakin memberdayakan potensi pariwisata Svarga Minapadi dan pemangku kepentingannya.
Model Kepercayaan yang Berdampak pada Kepuasan Layanan Mobile Banking di DKI Jakarta [Trust Models That Impact Mobile Banking Service Satisfaction in DKI Jakarta] Zulkifli, Mirza; Asep Dadan Suhendar
Indonesian Marketing Journal Vol. 5, No. 1, April 2025
Publisher : Universitas Pelita Harapan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.19166/imj.v5i1.9695

Abstract

The advancement of information technology has brought changes in the use of banking services to be more convenient, easy, and efficient. One of the banking innovation products is Mobile Banking services, which is expected to obtain customer satisfaction, increase the number of transactions, and increase the nominal transactions. There are several problems in the use of Mobile Banking services including cases of fraud, data theft and failure in banking transactions. So that customer trust in Mobile Banking services decreases and customer satisfaction decreases. Perceptions of quality, security, privacy, and risk that have an impact on customer trust and satisfaction will be tested and studied in this study. Questionnaires of 209 Mobile Banking service users in DKI Jakarta were distributed in this study and then analyzed using SEM based on variance (PLS) with the explanatory survey method. The results of the study concluded that the variables of service quality, trust and security and privacy have a significant influence on Mobile Banking user satisfaction. However, the risk variable does not have a significant influence on Mobile Banking user satisfaction.   Abstrak Bahasa Indonesia: Adanya kemajuan teknologi informasi telah membawa perubahan dalam penggunaan layanan perbankan menjadi lebih nyaman, mudah, dan efisien. Salah satu produk inovasi perbankan yaitu layanan Mobile Banking, yang mana diharapkan memperoleh kepuasan nasabah, peningkatan jumlah transaksi, dan peningkatan nominal transaksi. Ada beberapa masalah dalam penggunaan layanan Mobile Banking diantaranya kasus penipuan, pencurian data dan kegagalan dalam transaksi perbankan. Sehingga, menurunnya kepercayaan nasabah terhadap layanan perbankan seluler serta menurunnya kepuasan nasabah. Persepsi kualitas, keamanan, privasi, dan risiko yang berdampak pada kepercayaan dan kepuasan nasabah akan diuji dan dikaji dalam penelitian ini. Kuesioner sebanyak 209 pengguna layanan Mobile Banking di DKI Jakarta disebarkan dalam penelitian ini dan kemudian dianalisis menggunakan SEM berbasis varian (PLS) dengan metode explanatory survey. Hasil penelitian menyimpulkan bahwa variabel kualitas layanan, kepercayaan serta keamanan dan privasi memiliki pengaruh secara signifikan terhadap kepuasan pengguna Mobile Banking. Namun variabel risiko tidak memiliki pengaruh secara signifikan terhadap kepuasan pengguna Mobile Banking.
Hospital Brand Image, Patient Experience, Satisfaction dan E-Health dalam Membangun Outpatient Loyalty [Hospital Brand Image, Patient Experience, Satisfaction and E-Health in Building Outpatient Loyalty] Safira, Siti Shafa Indah; Korna, Siti Aliyyah Akifah; Huda, Safira Achriana
Indonesian Marketing Journal Vol. 5, No. 1, April 2025
Publisher : Universitas Pelita Harapan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.19166/imj.v5i1.9767

Abstract

Patient loyalty is an important aspect for hospitals in the face of increasingly fierce competition in the healthcare sector, especially in line with the rapid development of digital technology. This study aims to analyze the influence of hospital brand image, patient experience, patient satisfaction, and e-health on outpatient loyalty, as well as test the role of e-health as a mediator in the relationship between hospital brand image, patient experience, patient satisfaction and outpatient loyalty. This study uses a quantitative approach with a cross-sectional design. Data was collected through questionnaires distributed online to outpatients using the Mobile JKN application at Hospital X. A total of 172 respondents were selected using consecutive sampling techniques. The data was analyzed using Partial Least Square-Structural Equation Modeling (PLS-SEM) with the help of  SmartPLS 4.0 software, which included testing of measurement models and structural models. The results showed that hospital brand image and the use of e-health (JKN mobile application) had a positive and significant effect on outpatient loyalty, while patient experience and patient satisfaction showed a not significant influence on outpatient loyalty. In addition, the use of JKN mobile applications as e-health has been proven to mediate the relationship between hospital brand image and patient satisfaction with patient loyalty, but the use of e-health is not significant in mediating the relationship between patient experience and patient loyalty. Based on the results of this study, the management of RS X is recommended to strengthen the hospital brand image and optimize the integration of Mobile JKN with the hospital's internal service system to improve service efficiency, reduce waiting times, and simplify the administrative process and access to health services to build patient loyalty in the long term.   Abstrak Bahasa Indonesia: Loyalitas pasien merupakan aspek yang penting bagi rumah sakit dalam menghadapi persaingan yang semakin ketat di sektor layanan kesehatan, terutama seiring dengan pesatnya perkembangan teknologi digital. Penelitian ini bertujuan untuk menganalisis pengaruh hospital brand image, patient experience, patient satisfaction, dan e-health terhadap outpatient loyalty, serta menguji peran e-health sebagai mediasi dalam hubungan antara hospital brand image, patient experience, patient satisfaction terhadap outpatient loyalty. Penelitian ini menggunakan pendekatan kuantitatif dengan desain cross-sectional. Data dikumpulkan melalui kuesioner yang disebarkan secara online kepada pasien rawat jalan pengguna aplikasi Mobile JKN di RS X. Sebanyak 172 responden dipilih menggunakan teknik consecutive sampling. Data dianalisis dengan menggunakan Partial Least Square-Structural Equation Modeling (PLS-SEM) dengan bantuan software SmartPLS 4.0, yang mencakup pengujian model pengukuran dan model struktural. Hasil penelitian menunjukkan bahwa hospital brand image dan penggunaan e-health (aplikasi Mobile JKN) berpengaruh secara positif dan signifikan terhadap outpatient loyalty, sedangkan patient experience dan patient satisfaction menunjukkan pengaruh yang tidak signifikan terhadap outpatient loyalty. Selain itu, penggunaan aplikasi Mobile JKN sebagai e-health terbukti dapat memediasi hubungan antara hospital brand image dan patient satisfaction dengan patient loyalty, namun penggunaan e-health tidak signifikan dalam memediasi hubungan antara patient experience dan patient loyalty. Berdasarkan hasil penelitian ini, manajemen RS X disarankan untuk memperkuat hospital brand image dan mengoptimalkan integrasi Mobile JKN dengan sistem layanan internal rumah sakit guna meningkatkan efisiensi pelayanan, mengurangi waktu tunggu, serta mempermudah proses administrasi dan akses layanan kesehatan untuk membangun loyalitas pasien dalam jangka panjang.
Analysis Of JKN Mobile User Satisfaction Using Servqual Method at Private Hospitals in West Bekasi Kurniawaty, Deasy Erika; Kusumadi, Lourdes Joanna; Barnavio, Allisa Laurina; Bernarto, Innocentius
Indonesian Marketing Journal Vol. 5, No. 1, April 2025
Publisher : Universitas Pelita Harapan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.19166/imj.v5i1.9772

Abstract

As the national health insurance provider for all Indonesians, the Social Security Administering Body (BPJS) is working toward enhancing its service with JKN Mobile. It is anticipated that the JKN Mobile application will enable customers to obtain more user-friendly and effective services. The research uses a quantitative approach.  The population in this study is 77. This study uses the purposive sampling method with certain criteria for a total of 65 samples. The instrument uses a questionnaire. Data analysis uses SERVQUAL. Data processing is using IBM SPSS version 25. The results on the collected data show Cronbach’s Alpha value for perception of 0.823 and expectations of 0.782, greater than 0.60, meaning that the questionnaire of this study is reliable.  The conclusion of the study conducted in Private Hospitals in West Bekasi shows that the menu and features of JKN Mobile are perceived as incomplete and, to some extent, are not functioning properly most of the time.

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