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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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EASE OF USE, ONLINE CUSTOMER RATING, AND ONLINE CUSTOMER REVIEW: KEYS TO BUYING DECISIONS ON GRAB FOOD Ramadhan, Tri Sugiarti
Indonesian Marketing Journal Vol. 4, No. 1, April 2024
Publisher : Universitas Pelita Harapan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.19166/imj.v4i1.9313

Abstract

This study examines the influence of Ease of Use, Online Customer Rating, and Online Customer Review on Buying Decisions among Grab Food users in Malang City. The growth of food delivery apps has transformed consumer behavior in Indonesian urban areas, creating a research gap regarding how digital elements affect purchase decisions. Traditional decision-making models may not fully apply to mobile food delivery platforms. The population comprised of Grab Food users in Malang City, with data from 120 respondents. Multiple linear regression analysis via SPSS version 23 showed all three variables collectively significantly affected Buying Decisions. Individually, Ease of Use (β=0.381, p<0.01) and Online Customer Review (β=0.427, p<0.01) demonstrated positive and significant effects, while Online Customer Rating showed no statistically significant influence (β=0.103, p>0.05) on consumer purchase decisions.
THE RELATION BETWEEN WAITING TIME, FACILITY AVAILABILITY, AND HEALTHCARE WORKERS’ ATTITUDE ON PATIENT SATISFACTION IN PRIMARY HEALTHCARE FACILITIES IN CURUG, TANGERANG: A CROSS-SECTIONAL STUDY Wahab, Fandy Varianto; Rampengan, Derren David; Tengor, Janeline R.S.; Kuluq, Marcellina Awing
Indonesian Marketing Journal Vol. 4, No. 1, April 2024
Publisher : Universitas Pelita Harapan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.19166/imj.v4i1.9338

Abstract

Patient satisfaction is a crucial indicator of healthcare quality, particularly in primary healthcare facilities, where service efficiency and accessibility play a key role. This study focuses on analyzing the impact of waiting time, facility availability, and healthcare worker attitude on patient satisfaction at primary level healthcare facilities in Curug, Tangerang. A cross-sectional study was conducted using a Google Form questionnaire, collecting 373 responses from randomly selected patients (healthcare recipients). The results indicate that all three factors significantly influence patient satisfaction (physical facilities had a positive coefficient of 0.545, p = 0,000; service time showed a significant impact with a coefficient of 0.564, p = 0.000; healthcare worker’s attitude also had a coefficient of 0.564, p = 0.000). These findings emphasize the need for improved facility conditions, efficient service time management, and enhanced healthcare worker training to optimize patient satisfaction. Strengthening these areas in primary healthcare settings can enhance public trust and utilization of primary care services, ultimately contributing to overall public health improvement.
THE INFLUENCE OF E-COMMERCE ADOPTION AMONG GENERATION Z DURING THE COVID-19 PANDEMIC Zilaela Yasin; Genoveva Genoveva; Filda Rahmiati
Indonesian Marketing Journal Vol. 4, No. 1, April 2024
Publisher : Universitas Pelita Harapan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.19166/imj.v4i1.9496

Abstract

At the beginning of 2020, Indonesia was fighting a virus that shocked the world, namely COVID-19. Every day the spread of the virus continues to increase. So that the government applies various ways so that the virus does not spread quickly, the ways the government is doing include social distancing, health protocols, working from home, and self-isolation. With a situation like this, some sectors are up for improvement such as online services, especially e-commerce. E-commerce is an online shopping platform that can meet our needs when we are not allowed to leave the house if there is nothing important. This study aims to obtain a significant variable regarding the acceptance of server-based e-commerce users in Indonesia, especially for Generation Z by adopting the UTAUT model and adding one mediating variable, namely Trust. This study uses quantitative research by distributing online questionnaires with 30 questions, taking a sample of 237 respondents, and using SmartPLS 3.3.3 (Partial Least Square-Structural Equation Model). The results of this study, that of the seven hypotheses proposed, two hypotheses were declared non-significant influence (performance expectancy to trust and performance expectancy to behavioural intention to use), while the other five hypotheses were stated positive significant influence and accepted.
PENGARUH WORK-LIFE BALANCE, BEBAN KERJA, PAY SATISFACTION, DAN PSYCHOLOGICAL CAPITAL TERHADAP TURNOVER INTENTION PADA KARYAWAN KLINIK HEWAN X, TANGERANG [THE EFFECT OF WORK-LIFE BALANCE, WORKLOAD, PAY SATISFACTION, AND PSYCHOLOGICAL CAPITAL ON TURNOVER INTENTION OF EMPLOYEES AT X ANIMAL CLINIC, TANGERANG] Hamdoyo, Audrey; Tjoa, Catrin; Bernarto, Innocentius; Graciella Jeanne Aretha Kurniawati; Ivonne Kristi
Indonesian Marketing Journal Vol. 4, No. 1, April 2024
Publisher : Universitas Pelita Harapan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.19166/imj.v4i1.9514

Abstract

Veterinary clinic employees work under a demanding condition which may come from high expectation of recovery rate by clients and high risk of zoonotic disease exposure. An imbalance between the employee’s work life and personal life, high workload, disproportionate compensation, are all factors that can affect the physical and mental welfare of medical workers. Additionally, a low psychological capital plays an important role in mental health among vet clinic employees. One of the most common consequences of poor physical and mental well-being is the desire to leave (turnover intention). This study aims to determine the relationship between work-life balance (WLB), workload, pay satisfaction, and psychological capital (PsyCap) on turnover intention, as well as the correlation between these factors amongst employees at veterinary clinic X in Tangerang, Indonesia. This is a cross-sectional study with a sample size of 7 respondents. Using Kendall’s tau correlation method, the results show a significant correlation between components of work-life balance with components of pay satisfaction and psychological capital, as well as components of pay satisfaction with components of psychological capital and turnover intention. Dimension of WLB (PLIW) with pay structure (r=0,684; p=0,041); dimension of WLB (PLEW) with components of PsyCap: hope (r=0,651; p=0,046), resilience (r=0,651; p=0,046), optimism (r=0,769; p=0,020), and total PsyCap (r=0,651; p=0,046); component of pay satisfaction (benefit) with component of PsyCap, hope (r=0,651; p=0,046); component of pay satisfaction (pay structure) with indicator of turnover intention (r=-0,684; p=0,041). Abstrak Bahasa Indonesia: Karyawan klinik hewan bekerja dalam kondisi yang penuh tantangan karena ekspektasi kepulihan klien yang tinggi dan risiko tinggi dari paparan penyakit zoonosis. Ketidakseimbangan antara pekerjaan dan kehidupan pribadi, beban kerja yang berlebih, dan kompensasi upah yang tidak setara dengan beban kerja merupakan beberapa faktor yang dapat berdampak pada kesejahteraan fisik dan mental pekerja medis. Selain itu, Psychological capital yang rendah juga merupakan faktor psikis yang penting pada karyawan klinik hewan. Salah satu konsekuensi yang sering terjadi pada kondisi kesejahteraan fisik dan mental yang tidak tercukupi adalah keinginan untuk meninggalkan pekerjaan (turnover intention). Penelitian ini bertujuan untuk mengetahui hubungan antara work-life balance (WLB), beban kerja, pay satisfaction dan psychological capital (PsyCap) terhadap turnover intention, serta keterlibatan antar-faktor pada karyawan di klinik hewan X di Tangerang, Indonesia. Penelitian ini menggunakan desain cross-sectional, dengan jumlah sampel 7 responden. Menggunakan uji korelasi Kendall’s tau, ditemukan adanya hubungan yang bermakna antara dimensi WLB dengan komponen pay satisfaction dan psychological capital, serta komponen pay satisfaction dengan komponen psychological capital dan indikator turnover intention. Dimensi WLB (PLIW) dengan pay structure (r=0,684; p=0,041); dimensi WLB (PLEW) dengan komponen PsyCap: hope (r=0,651; p=0,046), resilience (r=0,651; p=0,046), optimism (r=0,769; p=0,020), dan PsyCap secara keseluruhan (r=0,651; p=0,046); komponen pay satisfaction (benefit) dengan komponen PsyCap hope (r=0,651; p=0,046); komponen pay satisfaction (pay structure) dengan indikator turnover intention (r=-0,684; p=0,041).
PENGEMBANGAN PRODUKSI DAN DIGITALISASI PEMASARAN BAGI UMKM DI SEKTOR KULINER COOKED BY ANNISA (HASIL LUARAN PKM) [PRODUCTION DEVELOPMENT AND MARKETING DIGITALIZATION FOR UMKM IN THE CULINARY SECTOR COOKED BY ANNISA (PKM OUTPUT RESULTS)] Wuisan, Dewi; Yohana F. Cahya Palupi Meilani; Anindhira Shinta; Alexandra Felicia Tanawa; Mega Irene Agustina; Niputu Evelyna Devi Ariana; Puan Maharani; Shaquila Salsabil
Indonesian Marketing Journal Vol. 4, No. 1, April 2024
Publisher : Universitas Pelita Harapan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.19166/imj.v4i1.9677

Abstract

Cooked by Annisa" is a home-based culinary business established in 2020, focusing on offering high-quality food products such as pastries and Japanese specialties. The business faces several challenges, including limited production capacity, restricted market access, and a shortage of human and financial resources. This article outlines proposed solutions to address these issues through digital marketing strategies, a pre-order and pick-up point system, new product development, operational enhancements, and the adoption of digital technologies. These initiatives aim to boost competitiveness, expand market reach, and transform the business into a sustainable and adaptive MSME in the global food sector. The article also presents risk analysis, and key lessons learned in managing a digitally driven and innovative-focused small enterprise. Abstrak Bahasa Indonesia: Cooked by Annisa" adalah usaha kuliner rumahan yang berdiri sejak tahun 2020 dan berfokus pada penyediaan produk makanan berkualitas, seperti pastry dan hidangan khas Jepang. Dalam perjalanannya, usaha ini menghadapi tantangan seperti keterbatasan kapasitas produksi, akses pasar yang terbatas, serta minimnya sumber daya manusia dan pembiayaan. Artikel ini membahas solusi yang diusulkan untuk mengatasi tantangan tersebut melalui strategi pemasaran digital, sistem pre-order dan pick-up point, pengembangan produk baru, serta peningkatan operasional dan adopsi teknologi digital. Dengan pendekatan ini, diharapkan usaha dapat meningkatkan daya saing, memperluas pasar, dan bertransformasi menjadi UMKM kuliner yang berkelanjutan dan adaptif terhadap perubahan pasar global. Artikel ini juga menganalisis risiko dan pelajaran yang dipetik dalam pengelolaan usaha kecil berbasis digital dan inovasi.
Analysis of Supporting Factors of Entrepreneurial Intention Mediated by the Courage to Take Risk in Gen Z Students in Tangerang Jhonatan Leonard Kusuma; Tan, Pauline Henriette Pattyranie
Indonesian Marketing Journal Vol. 4, No. 2, September 2024
Publisher : Universitas Pelita Harapan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.19166/imj.v4i2.9508

Abstract

Gen Z students have a deep understanding of market trends and also supporting factors that can be important capital in entrepreneurship. However, the many business ideas among students have not completely reduced the unemployment rate of graduates. This is a central issue in the development of the Indonesian economy because there is still fear in taking risks in entrepreneurship. This study aims to analyze the factors that influence the entrepreneurship intention of students in Tangerang, focusing on the influence of self-efficacy, family support, and institutional support, as well as the mediating role of the ability to take risks. The study used the Non-probability Sampling technique with the Purposive Sampling method, which involved respondents according to certain criteria. The results showed that family support and institutional support had a positive and significant influence on entrepreneurship intention. However, the ability to take risks did not have a significant influence on entrepreneurship intention. Mediation analysis showed that the ability to take risks significantly mediated the relationship between institutional support and self-efficacy with entrepreneurship intention, but not on family support. This study concludes that self-efficacy and support from family and institutions are important factors in increasing entrepreneurship intention, while the ability to take risks has a mediating role that varies depending on the type of support received by students.
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.
Creating and Capturing Value: Strategic Corporate Social Responsibility, Resource-Based Theory, and Sustainable Competitive Advantage Abigail Mcwilliams and Donald S. Siegel (Critical Review) [Menciptakan dan Menangkap Nilai: Tanggung Jawab Sosial Perusahaan yang Strategis, Teori Berbasis Sumber Daya, dan Keunggulan Kompetitif yang Berkelanjutan Abigail Mcwilliams dan Donald S. Siegel (Tinjauan Kritis)] Wuisan, Dewi
Indonesian Marketing Journal Vol. 4, No. 2, September 2024
Publisher : Universitas Pelita Harapan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.19166/imj.v4i2.9718

Abstract

This article explores the strategic role of Corporate Social Responsibility (CSR) in building sustainable competitive advantage through the lens of Resource-Based Theory (RBT). In the era of globalization and increasing business competition, CSR is not only viewed as a social obligation but also as a business strategy that generates added value (social value) for companies. Referencing studies by McWilliams & Siegel, as well as Bagnoli & Watts, this article highlights how CSR can enhance corporate reputation, attract investors, and strengthen relationships with consumers and society. By integrating RBT with Hedonic Pricing and Contingent Valuation models, CSR is shown to influence consumer perceptions and support product differentiation strategies. Therefore, CSR serves as a crucial element in a company’s strategic framework to achieve profit maximization and long-term sustainability. Abstrak Bahasa Indonesia: Artikel ini membahas peran strategis Corporate Social Responsibility (CSR) dalam membentuk keunggulan kompetitif berkelanjutan melalui pendekatan Resource-Based Theory (RBT). Dalam konteks globalisasi dan persaingan bisnis yang semakin ketat, CSR tidak hanya dipandang sebagai bentuk tanggung jawab sosial, tetapi juga sebagai strategi bisnis yang dapat menciptakan nilai tambah (social value) bagi perusahaan. Penelitian yang dirujuk dalam artikel ini, termasuk dari McWilliams & Siegel, serta Bagnoli & Watts, menekankan bagaimana CSR dapat meningkatkan reputasi perusahaan, menarik investor, serta memperkuat hubungan dengan konsumen dan masyarakat. Melalui integrasi RBT dengan model hedonic pricing dan contingent valuation, CSR dinilai mampu memengaruhi persepsi konsumen dan mendukung strategi diferensiasi produk. Dengan demikian, CSR menjadi bagian penting dalam strategi perusahaan untuk mencapai profit maksimal dan keberlanjutan jangka panjang.

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