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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 50 Documents
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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.
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.
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 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.
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.
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.
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.
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.  
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.
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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