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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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Orthogonal Array Testing Strategy (OATS) Technique Jeremy H. Harrel A Literature Review 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.v4i2.9749

Abstract

Knowledge about experimental design is mostly done in agriculture or animal husbandry, it is still rarely done in other fields, especially in marketing. However, experimental design research was then carried out in the industrial field, and some has also been done for marketing. Orthogonal Array (OA) is one part of a group of experiments that only use part of the total conditions, this part can be only half, a quarter or an eighth of a full factorial experiment. It can be said that Orthogonal arrays are used to design efficient experiments and analyze experimental data by using only part of the total conditions so that in this case it minimizes the number of experiments, where the number of experiments will be able to provide as much information as possible about the influencing factors. This discussion will also discuss how to use Orthogonal Array in research on industrial products. The use of experimental design which continues to develop will later be very useful in marketing to see how a product is desired by consumers and can make the resulting product better and can save costs so that the use of this experimental design research can be used in decision making for the use of a product of goods and services.
Pengaruh Socıal Perceptıon, Socıal Cultural Envıronment, Entrepreneur Orıentatıon Terhadap Mınat Berwırausaha Mahasıswa Dı Indonesıa [The Influence of Socıal Perceptıon, Socıal Cultural Envıronment, Entrepreneur Orıentatıon on Entrepreneurial Interest of Students in Indonesia] Chin, Vicky; Innocentius Bernarto
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.v4i2.9759

Abstract

This study aims to determine the effect of social perception, socio-cultural environment, entrepreneurial orientation on female students' entrepreneurial interest in Indonesia. This study uses a quantitative method with data collection methods, namely by using an online questionnaire created via Google Form and distributed to online messengers (LINE, WhatsApp, and Telegram). The technique used to determine the sample in this study was using consecutive sampling with a total of 250 respondents. The results of the hypothesis test show that all hypotheses are supported, namely that there is a positive influence from the Socio-Cultural Environment which has a positive effect on Female Student Entrepreneurship Orientation, Social Perception has a positive effect on Female Student Entrepreneurship Orientation, Entrepreneurship Orientation has a positive effect on Female Student Entrepreneurial Intentions, Socio-Cultural Environment has an effect positive effect on Female Student Entrepreneurial Intentions, Social Perception has a positive effect on Female Student Entrepreneurial Intentions, Entrepreneurial Orientation mediates the influence of Socio-Cultural Environment on Female Student Entrepreneurial Intentions, Entrepreneurial Orientation mediates the influence of Social Perception on Female Student Entrepreneurial Intentions. Abstrak Bahasa Indonesia: Penelitian ini bertujuan untuk mengetahui pengaruh dari Pengaruh Social Perception, Social Cultural Environment, Entreprenuer Orientation Terhadap Minat Berwirausaha Mahasiswi di Indonesia. Penelitian ini menggunakan metode kuantitatif dengan metode pengumpulan data yaitu dengan menggunakan kuisioner online yang dibuat melalui google form dan disebarkan ke online     messenger (LINE, WhatsApp, dan Telegram). Teknik yang digunakan untuk menentukan sampel dalam penelitian ini adalah menggunakan consecutive sampling dengan jumlah responden sebanyak 250 responden. Hasil uji hipotesis menunjukkan hasil bahwa seluruh hipotesis didukung, yaitu terdapat pengaruh positif dari socio-cultural environment berpengaruh positif terhadap entrepreneurial orientation Mahasiswi Wanita, social perception berpengaruh positif terhadap entrepreneurial orientation Mahasiswi Wanita, entrepreneruial orientation berpengaruh positif terhadap entrepreneurial ıntention Mahasiswi Wanita, socio-cultural environment berpengaruh positif terhadap entrepreneurial ıntention Mahasiswi Wanita, social perception berpengaruh positif terhadap entrepreneurial ıntention Mahasiswi Wanita, entrepreneurial orientation memediasi pengaruh social-culture environment terhadap entrepreneurial ıntention Mahasiswi Wanita, entrepreneurial orientation memediasi pengaruh social perception terhadap entrepreneurial ıntention Mahasiswi Wanita.
The Impact of Service Quality, Employee Competency, and Digitalization on Patient Satisfaction at X Clinic Yoe, Patricia; Estella Bastiaan , Natasha; Edwin Wiyono, Alvin
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.v4i2.9763

Abstract

This study aims to analyze the effect of service quality, employee competence, and digitalization on patient satisfaction in clinics. In the digital era, the integration of technology and the competence of healthcare personnel are critical to enhancing service quality and overall patient experiences. Using a quantitative approach, this study applies Structural Equation Modeling (SEM) with Partial Least Squares (PLS) and collects data through a Likert-scale questionnaire. A total of 100 clinic patients were selected as respondents using purposive sampling. The independent variables in this study are service quality, employee competence, and digitalization, while patient satisfaction is the dependent variable. Data was analyzed using SmartPLS to test construct validity, reliability, and inter-variable relationships. The results reveal that all three independent variables have a significant positive influence on patient satisfaction, with digitalization showing the strongest effect, followed by employee competence and service quality. The R-squared value of 0.623 indicates that 62.3% of the variance in patient satisfaction can be explained by the model. These findings suggest that clinics should prioritize digital transformation and continuous development of medical staff competencies, alongside maintaining service quality. The study contributes to the literature by confirming the importance of digital healthcare tools in improving patient satisfaction and providing a foundation for future research to explore additional variables and long-term impacts of digitalization in healthcare.
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.
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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