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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 64 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.
Pengaruh Kualitas Layanan dan Pemanfaatan Teknologi Terhadap Kepuasan dan Loyalitas Pengguna Indihome di Indonesia [The Effect of Service Quality and Technology Utilization on Customer Satisfaction and Customer Loyalty of Indihome in Indonesia] Gunawan, Indra; Hutabarat, Moses Lorensius Parlinggoman
Indonesian Marketing Journal Vol.2, No.1, April 2022
Publisher : Universitas Pelita Harapan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.19166/imj.v2i1.5871

Abstract

This study aims to determine how the level of customer loyalty Indihome. To meet the objectives, this study examines the effect of service quality and technology utilization on customer loyalty which is mediated by customer satisfaction variables. The sampling technique used is a non-probability sampling technique, namely purposive sampling with a total of 250 respondents. The instrument used for data collection is a questionnaire via Google Form which consists of 21 indicators. Testing of the questionnaire is done by testing the validity and reliability. Furthermore, the tool used in data analysis is PLS-SEM with SmartPLS 3.0 program. There are 7 hypotheses in this study, namely: (1) Service Quality has a positive and significant effect on Customer Satisfaction; (2) Technology Utilization has a positive and significant effect on Customer Satisfaction; (3) Customer Satisfaction has a positive and significant effect on Customer Loyalty; (4) Service Quality has a positive and significant effect on Customer Loyalty; (5) Technology Utilization has a positive and significant effect on Customer Loyalty; (6) Customer Satisfaction mediates positively and significantly the relationship between Service Quality and customer loyalty; (7) Customer Satisfaction mediates positively and significantly relationship between Technology Utilization and Customer Loyalty.Bahasa Indonesia Abstrak: Penelitian ini bertujuan untuk mengetahui bagaimana tingkat loyalitas pelanggan Indihome. Untuk memenuhi tujuan, penelitian ini menguji pengaruh kualitas layanan dan pemanfaatan teknologi terhadap loyalitas pelanggan yang dimediasi oleh variabel kepuasan pelanggan. Teknik pengambilan pengambilan sampel yang digunakan adalah teknik sampel non-probability sampling yaitu purposive sampling dengan jumlah responden sebanyak 250 orang. Instrumen yang digunakan untuk pengumpulan data adalah kuesioner melalui Google Form yang terdiri dari 21 indikator. Pengujian terhadap kuesioner dilakukan dengan uji validitas dan reliabilitas. Selanjutnya, alat yang digunakan dalam analisis data adalah PLS-SEM dengan program SmartPLS 3.0. Terdapat 7 hipotesis dalam penelitian ini yaitu: (1) Kualitas Layanan berpengaruh positif dan signifikan terhadap Kepuasan Pelanggan; (2) Pemanfaatan Teknologi berpengaruh positif dan signifikan terhadap Kepuasan Pelanggan; (3) Kepuasan Pelanggan berpengaruh positif dan signifikan terhadap Loyalitas Pelanggan; (4) Kualitas Layanan berpengaruh positif dan signifikan terhadap Loyalitas Pelanggan; (5) Pemanfaatan Teknologi berpengaruh positif dan signifikan terhadap Loyalitas Pelanggan; (6) Kepuasan Pelanggan memediasi secara positif dan signifikan hubungan Kualitas Layanan terhadap Loyalitas Pelanggan; (7) Kepuasan Pelanggan memediasi secara positif dan signifikan hubungan Pemanfaatan Teknologi terhadap Loyalitas Pelanggan.
Pemberdayaan Desa Wisata Svarga Minapadi melalui Pendampingan Pendanaan, Optimalisasi Manajemen, Pemasaran Digital, dan Revitalisasi Identitas : [Empowerment of Svarga Minapadi Tourism Village through Funding Assistance, Management Optimization, Digital Marketing, and Identity Revitalization] Sinaga, Anita; Celestyn, Aurelia; Tjandera, Clarence Fulgentius; Rufaidah, Faiza Rahma; Devanand, Marvel Attha; Anandhya, Ngakan; Darmawan, Nicole Abigail
Indonesian Marketing Journal Vol. 5, No. 1, April 2025
Publisher : Universitas Pelita Harapan

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

Abstract

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

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

Abstract

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

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

Abstract

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

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

Abstract

As the national health insurance provider for all Indonesians, the Social Security Administering Body (BPJS) is working toward enhancing its service with JKN Mobile. It is anticipated that the JKN Mobile application will enable customers to obtain more user-friendly and effective services. The research uses a quantitative approach.  The population in this study is 77. This study uses the purposive sampling method with certain criteria for a total of 65 samples. The instrument uses a questionnaire. Data analysis uses SERVQUAL. Data processing is using IBM SPSS version 25. The results on the collected data show Cronbach’s Alpha value for perception of 0.823 and expectations of 0.782, greater than 0.60, meaning that the questionnaire of this study is reliable.  The conclusion of the study conducted in Private Hospitals in West Bekasi shows that the menu and features of JKN Mobile are perceived as incomplete and, to some extent, are not functioning properly most of the time.
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.
Healthy Food Marketing Across Consumer and Retail Levels: A Descriptive Comparative Analysis of Perception Tandy, James
Indonesian Marketing Journal Vol. 6, No. 1, April 2026
Publisher : Universitas Pelita Harapan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.19166/imj.v6i1.10521

Abstract

Healthy food marketing influences consumers and retailers across three stages of the decision-making process. The purpose of the study is to describe and compare how marketing cues shape consumer perception, how specific strategies influence purchase decisions, and how store level conditions affect the adoption of health-oriented marketing practices. Three peers reviewed articles form the basis of the analysis. The first article, by Li et al. (2024), explains about packaging cues related to taste and health shape consumers' beliefs about product healthfulness and their purchase intentions. Their findings show that taste-focused cues increase purchase intention but may reduce perceived healthiness, while health-focused cues enhance health perceptions across product types. The second article, by Vidal and Castellano (2022), identifies the strategies that influence purchase intention. Their work highlights the effect of front of pack labels, nutritional information, natural quality cues, and emotional appeals on consumer choice. The third article, by Houghtaling et al. (2019), reviews the factors that influence food store owners' and managers' willingness to use healthy choice architecture and marketing mix strategies. Their findings show that adoption depends on customer demand, profit expectations, staff capacity, and operational constraints. Consumers form health beliefs from marketing cues, these beliefs influence responses to targeted strategies, and store operators adjust their marketing mix in response to customer behavior and financial expectations. This study contributes an integrated understanding of how perception, strategy, and retail decision making interact, offering insights for marketers, public health planners, and store managers who aim to strengthen healthy food environments.

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