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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. 2, September 2025" : 5 Documents clear
The Concept of Price and Service Quality at PT. Lion Super Indo, Palembang City, Islamic Economic Perspective Agustina, Dian Nita; Allientia, Desti; Kumala Dewi, Intan; Salsabila, Syakira; Krisdayanti, Helisia
Indonesian Marketing Journal Vol. 5, No. 2, September 2025
Publisher : Universitas Pelita Harapan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.19166/imj.v5i2.9984

Abstract

This research aims to analyze how the concepts of price and service quality are applied at PT. Lion Super Indo supermarket in Palembang City from an Islamic economic perspective. Through a qualitative approach that includes literature studies, field observations, and interviews with consumers, this study found that the strategies implemented by Super Indo are often perceived as unfair by consumers, particularly concerning non-transparent discounts. On the other hand, the quality of service is rated as quite good, although not fully consistent in terms of friendliness, cleanliness, and information delivery. The analysis results show that the application of Islamic economic values such as justice, transparency, trustworthiness, and honesty needs to be strengthened so that businesses do not solely focus on profit but also reflect Islamic ethics. This research contributes to guiding modern business practices to be more ethical and in line with Sharia principles.
Strategi Pemasaran Digital Menggunakan Metode SOSTAC untuk Meningkatkan Engagement Rate Akun Instagram @sahabat.petani [Digital Marketing Strategy Using the SOSTAC Method to Increase the Engagement Rate of Instagram Accounts @sahabat.petani] Fernandi, Muhammad; Restu Jati Saputro; Iis Mariam; Ratri Kurniasari
Indonesian Marketing Journal Vol. 5, No. 2, September 2025
Publisher : Universitas Pelita Harapan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.19166/imj.v5i2.10208

Abstract

This study aims to analyze the digital marketing strategy implemented by the Instagram account @sahabat.petani, managed by PT Pupuk Indonesia (Persero), to increase its engagement rate as a key social media performance indicator. The research employs a descriptive qualitative approach with a case study method, using data obtained through interviews, observations, documentation, and literature review. The strategic analysis is conducted using the SOSTAC framework, which includes Situation, Objectives, Strategy, Tactics, Action, and Control. The findings indicate that the account’s engagement rate is still low, at 0.63%, which is below the industry average. Several contributing factors include the absence of a dedicated social media team, inconsistent content uploads, limited interaction with followers, restricted digital marketing budget, and technical barriers due to location differences between the content team and sources. The proposed strategy involves consistent content scheduling, collaboration with agricultural influencers, and targeted educational campaigns. As a result, the engagement rate improved to 4.17% in May 2025. Based on SWOT analysis and the IE Matrix, the recommended strategy is a growth strategy using the SO (Strength–Opportunity) approach—leveraging internal strengths to seize external opportunities. This strategy has proven effective in increasing the engagement rate and enhancing audience interaction on the @sahabat.petani Instagram account. Abstrak Bahasa Indonesia: Penelitian ini bertujuan untuk menganalisis strategi pemasaran digital yang diterapkan oleh akun Instagram @sahabat.petani milik PT Pupuk Indonesia (Persero) dalam meningkatkan engagement rate sebagai indikator kinerja media sosial. Penelitian ini menggunakan pendekatan deskriptif kualitatif dengan studi kasus, di mana data diperoleh melalui wawancara, observasi, dokumentasi, dan studi literatur. Analisis strategi dilakukan menggunakan metode SOSTAC yang terdiri dari Situation, Objectives, Strategy, Tactics, Action, dan Control. Hasil penelitian menunjukkan bahwa engagement rate akun masih rendah yaitu 0,63%, di bawah rata-rata industri pupuk. Beberapa faktor utama penyebabnya adalah belum adanya tim khusus media sosial, unggahan konten yang tidak konsisten, kurangnya respons admin terhadap audiens, keterbatasan anggaran digital marketing, serta kendala teknis akibat perbedaan lokasi antara tim dan sumber konten. Strategi yang dirumuskan meliputi penjadwalan konten secara konsisten, kolaborasi dengan influencer, dan kampanye edukatif. Hasilnya, engagement rate meningkat menjadi 4,17% pada bulan mei 2025. Berdasarkan analisis SWOT dan Matriks IE, strategi yang disarankan adalah strategi pertumbuhan (growth strategy) dengan pendekatan SO (Strength–Opportunity), yaitu mengoptimalkan kekuatan internal untuk memanfaatkan peluang eksternal. Strategi ini terbukti efektif meningkatkan engagement rate dan mengoptimalkan interaksi audiens di akun Instagram sahabat.petani.
Jejak Digital Ke Keputusan Pembelian: Peran Media Sosial, Electronic Word of Mouth (EWOM), dan Keyakinan pada Wisatawan Generasi Y di Jawa Tengah [Digital Footprint to Purchase Decisions: The Role of Social Media, Electronic Word of Mouth (EWOM), and Confidence in Generation Y Travelers in Central Java] Larosa, Tafati Linia
Indonesian Marketing Journal Vol. 5, No. 2, September 2025
Publisher : Universitas Pelita Harapan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.19166/imj.v5i2.10247

Abstract

One phenomenon that has emerged after the COVID-19 pandemic is the tourists now tend to use internet technology to plan their trips and book hotels. This change is a new challenge in the hospitality sector where the hotel management must continue to innovate and follow technological developments used by its customers. This study aimed to determine the effect of using social media and electronic word of mouth on purchasing decisions and the role of beliefs that mediate the impact of using social media and electronic word of mouth on purchasing decisions. This research was conducted in Central Java province by distributing questionnaires to tourists who stayed at hotels in Central Java and made hotel reservations through online travel agents (OTA). Questionnaires that have been tested for validity and reliability are addressed to 100 respondents. The data collection method uses online questionnaires, literature, observation, and interviews. While the measurement of data analysis using Partial Least Square (PLS). The results of the data analysis obtained are: The use of social media and electronic word of mouth has a positive and significant effect on purchasing decisions (hotels booking) in Central Java by Y generation tourists, directly or mediated by conviction. Findings inform hotels, OTAs, and tourism authorities that EWOM strengthens consumer conviction and increases hotel bookings. Abstrak Bahasa Indonesia: Salah satu fenomena yang terjadi pasca pandemic COVID-19 yaitu wisatawan kini cenderung menggunakan teknologi internet dalam merencanakan perjalanan wisatanya, termasuk untuk memesan hotel. Perubahan ini menjadi tantangan baru di bidang perhotelan di mana pihak manajemen hotel harus terus berinovasi dan mengikuti perkembangan teknologi yang dipakai oleh para konsumennya. Tujuan dalam penelitian ini ialah untuk mengetahui pengaruh penggunaan media sosial dan electronic word of mouth terhadap keputusan pembelian dan peran keyakinan yang memediasi pengaruh penggunaan media sosial dan electronic word of mouth terhadap keputusan pembelian. Riset ini diadakan pada area provinsi Jawa Tengah dengan menyebar kuesioner kepada wisatawan yang pernah menginap di hotel-hotel di Jawa Tengah dan melakukan pemesanan hotel melalui online travel agent (OTA). Kuesioner yang telah sudah diuji validitas dan reliabilitasnya ditujukan kepada 100 responden. Cara pengumpulan datanya memakai kuisioner online, kepustakaan, observasi, dan wawancara. Sedangkan pengukuran analisis datanya menggunakan Partial Least Square (PLS). Hasil analisi data yang diperoleh yaitu penggunaan sosial media dan electronic word of mouth berpengaruh positif dan signifikan pada keputusan pembelian (pemesanan) hotel di Jawa tengah pada wisatawan generasi Y baik secara langsung maupun dimediasi oleh keyakinan. Hasil dari penelitian ini diharapkan dapat memberi padangan bagi hotel, OTA, dan Dinas Pariwisata tentang pentingnya electronic word of mouth untuk meningkatkan kepercayaan konsumen serta meningkatkan keputusan pembelian.
Pengaruh Key Opinion Leader Terhadap Keputusan Pembelian Produk Kesehatan Ikan [The Influence of Key Opinion Leaders on Fish Health Product Purchase Decisions] Poniman
Indonesian Marketing Journal Vol. 5, No. 2, September 2025
Publisher : Universitas Pelita Harapan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.19166/imj.v5i2.10265

Abstract

The development of digital technologies and social media has changed the way fish farmers access information and purchase valuable fish health products. However, there is no research on marketing to the fish farming community. With the spread of the internet in Indonesia, key opinion leaders (KOLs) have become an important marketing strategy to effectively reach the fishing community. The aim of this study is to analyze the influence of KOLs on fish farmers’ decisions to purchase health products in Sumatra and Java. It examines three broad dimensions of KOLs (relevance, scope, and value of involvement) and four dimensions of purchase decisions (product selection, brand, location, and payment method). A quantitative survey was conducted among 76 fish farmers in Sumatra and Java Island. The survey instrument showed good validity and reliability (Cronbach’s alpha > 0.9) and multiple regression analysis showed that KOLs significantly influenced purchase decisions (R = 0.853, R2 = 0.727). The dimensions of Reach and Rate of Engagement had the largest and most significant impact on purchasing behavior. This strategy is strongly recommended as a viable approach to increase the effectiveness of sustainable fish product promotion in the Indonesian fish farming industry. Abstrak Bahasa Indonesia: Perkembangan teknologi digital dan media sosial telah mengubah cara petani ikan mengakses informasi dan membeli produk kesehatan ikan yang memiliki nilai market yang besar namun belum ada penelitian terkait bidang pemasaran terkait komunitas petani ikan. Dengan meningkatnya penggunaan internet di Indonesia, Key Opinion Leader (KOL) telah menjadi strategi pemasaran yang penting untuk menjangkau komunitas petani ikan secara efektif. Penelitian ini bertujuan untuk menganalisis pengaruh KOL terhadap keputusan pembelian produk kesehatan ikan oleh petani ikan di Sumatera dan Jawa. Penelitian ini mengkaji tiga dimensi utama KOL (relevansi, jangkauan dan nilai keterikatan) dan empat dimensi keputusan pembelian (pemilihan produk, merek, lokasi dan metode pembayaran). Survei kuantitatif dilakukan terhadap 76 responden ikan di Pulau Sumatera dan Jawa. Instrumen survei menunjukkan validitas dan reliabilitas yang baik (Cronbach’s Alpha > 0,9), dan analisis regresi berganda menunjukkan bahwa KOL secara signifikan memengaruhi keputusan pembelian (R = 0,853, R² = 0,727). Dimensi jangkauan dan nilai keterikatan memiliki dampak terbesar dan signifikan terhadap perilaku pembelian. Strategi ini sangat direkomendasikan sebagai pendekatan berkelanjutan dalam industri perikanan Indonesia untuk meningkatkan efektivitas promosi produk kesehatan ikan.
The Convergence of Online Customer Reviews and Celebrity Endorsements: An Effective Strategy to Enhance Repurchase Intention for Tupperware Products Rista Nurfajrianti; Innocentius Bernarto
Indonesian Marketing Journal Vol. 5, No. 2, September 2025
Publisher : Universitas Pelita Harapan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.19166/imj.v5i2.10298

Abstract

In today’s digital era, online customer reviews and celebrity endorsements significantly influence consumer decisions, especially regarding repurchase intentions. This study explores their roles in shaping Tupperware customers repurchase intentions in Indonesia, addressing the limited empirical research on this topic. A Non-Probability Purposive Sampling method was used to survey 200 Tupperware users. Data were analyzed using Structural Equation Modeling (SEM) with SmartPLS 4 software. Out of nine tested hypotheses, eight were accepted, and one was rejected. The results demonstrate that online customer reviews have a significant positive impact on repurchase intention, underscoring their critical role in influencing consumer behavior. Customers are increasingly reliant on digital feedback, which plays a more pivotal role than traditional marketing in driving loyalty. These findings offer valuable insights into Tupperware’s management. By strategically leveraging online reviews and celebrity endorsements, they can optimize promotional campaigns, strengthen customer engagement, and boost brand loyalty in Indonesia’s competitive market. This research emphasizes the importance of integrating digital feedback and influential figures into marketing strategies to enhance repurchase intention, contributing to the broader understanding of consumer behavior in the context of modern marketing.

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