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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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A Multiple Linear Regression Analysis of Tiktok’s Marketing Strategies and E-Commerce Sustainability in Greater Jakarta, Indonesia Lizar, Michael
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.v6i1.10719

Abstract

Indonesia’s rapidly expanding digital economy has positioned TikTok as a dominant force in social commerce. However, empirical evidence regarding the effectiveness of TikTok marketing strategies in supporting sustainable E-commerce performance remains limited. This study examines how TikTok’s marketing strategies influence key dimensions of E-commerce sustainability in JaBoDeTaBek (Jakarta, Bogor, Depok, Tangerang, and Bekasi), Indonesia’s most digitally active metropolitan region. Using survey data from 65 active TikTok users, multiple linear regression analysis was conducted to evaluate the effects of platform usage, content strategy, engagement tactics, and advertising strategy on purchase intention, brand recognition, and customer engagement. The results show that platform usage is the strongest predictor of purchase intention (β = 0.586, p < 0.001; R² = 0.671). Content strategy significantly influences all three outcomes, including purchase intention (β = 0.285, p = 0.022), brand recognition (β = 0.563, p < 0.001), and customer engagement (β = 0.497, p < 0.001). Engagement tactics demonstrate a positive effect on customer engagement but do not significantly predict brand recognition, while advertising strategy shows no significant independent effect across the models. These findings indicate that narrative-driven and algorithm-compatible content plays a more critical role than conventional advertising in shaping consumer responses on TikTok. The study contributes to the growing literature on social commerce and provides practical insights for digital marketers and MSMEs seeking sustainable E-commerce performance in emerging markets.
Persepsi Mahasiswa terhadap Keputusan Pembelian Buah di Pasar Lokal dan Supermarket di Kecamatan Indralaya : Students' Perception of Fruit Purchase Decisions at Local Markets and Supermarkets in Indralaya District Purba, Kiara Margaretha; Amanda; Syahda Athallah Doris; Muhammad Huanza; Merna Ayu Sulastri
Indonesian Marketing Journal Vol. 6, No. 1, April 2026
Publisher : Universitas Pelita Harapan

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

This study aims to examine consumer perceptions, particularly among students in Indralaya District, regarding fruit purchasing decisions at local markets and supermarkets. These perceptions were measured using six main variables: price, quality, service, location, packaging, and psychological factors. This study employed a quantitative descriptive method with a non-probability purposive sampling technique, where respondents were selected based on the criteria of students living in Indralaya District. Data were obtained by completing an online Google Form using a 5-point Likert scale. The sample size for this study was 70 people, consisting of students who purchased fruit at local markets, supermarkets, or those who chose both according to their circumstances. The results showed that local markets were more frequently chosen due to lower prices, easier access, and flexibility in shopping. Meanwhile, some students chose supermarkets due to the more consistent fruit quality, more organized fruit displays, and more convenient service. Packaging factors were more influential for students who purchased fruit at supermarkets, while psychological factors such as habits and friend recommendations were more visible among students who purchased fruit at local markets.  Overall, each variable has a different influence on purchasing decisions, and student preferences tend to be influenced by situations, needs, and considerations of quality and ease of access. Abstrak Bahasa Indonesia: Penelitian ini bertujuan untuk mengkaji persepsi konsumen, khususnya mahasiswa di Kecamatan Indralaya, terhadap keputusan membeli buah di pasar lokal dan supermarket. Persepsi tersebut diukur menggunakan enam variabel utama, yaitu harga, kualitas, pelayanan, lokasi, kemasan, dan faktor psikologi. Penelitian ini menggunakan metode deskriptif kuantitatif dengan teknik non-probability sampling jenis purposive sampling, yaitu responden dipilih berdasarkan kriteria mahasiswa yang tinggal di Kecamatan Indralaya. Data diperoleh melalui pengisian Google Form secara online dengan skala Likert 5 poin. Jumlah sampel dalam penelitian ini sebanyak 70 orang, terdiri dari mahasiswa yang membeli buah di pasar lokal, di supermarket, maupun yang memilih keduanya sesuai kondisi. Hasil penelitian menunjukkan bahwa pasar lokal lebih banyak dipilih karena harga yang lebih murah, lokasi yang lebih mudah dijangkau, serta fleksibilitas dalam berbelanja. Sementara itu, sebagian mahasiswa memilih supermarket karena kualitas buah yang lebih stabil, tampilan buah yang lebih tertata, dan pelayanan yang lebih nyaman. Faktor kemasan lebih memengaruhi mahasiswa yang membeli buah di supermarket, sedangkan faktor psikologis seperti kebiasaan dan rekomendasi teman lebih terlihat pada mahasiswa yang membeli buah di pasar lokal. Secara keseluruhan, setiap variabel memberikan pengaruh yang berbeda terhadap keputusan pembelian, dan preferensi mahasiswa cenderung dipengaruhi oleh situasi, kebutuhan, serta pertimbangan kualitas dan kemudahan akses.
The Influence of Advertising and Influencer in Shaping Mineral Water Brand Purchase Intention in Jakarta, Indonesia Siahaan, Davin Hillaro; Siahaan, Indra Batara
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.v6i1.11031

Abstract

Mineral water is a promising business industry in Jakarta, since Jakarta is a metropolitan city in Indonesia and has big market size. Many mineral water brands have implemented several ways of advertising. Three of those through social media, traditional, and influencer marketing. However, there is unclarity framework to identify in depth the correlations between advertising implementation on consumers’ purchase intention. This research aimed to obtain which type has the most influential effect. A quantitative study has been conducted, maximizing several tests from SPSS for the data gathered through online questionnaire from 222 respondents from multiple demographic variables. The results uncovered that all three variables identified had positive correlations on purchase intention, which social media advertising showed the strongest relationship. This result answers previous research mentioned there is no clear framework and clarity in identifying the more attractive advertising influences on higher purchase intention, and which type of advertising dominantly influences. Therefore, the role of integrated marketing communications is advisable to be implemented. This research can be utilized as a guide for marketing managers in creating marketing strategies, as a reference for the next researcher, and readers to enrich knowledge especially in aspect of advertising strategies.
The Effect of Source Credibility and Argument Quality in Smartphone Reviews on YouTube Towards Purchase Intention Berlianto, Margaretha Pink
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.v6i1.11095

Abstract

This study aims to investigate the influence of argument quality and source credibility on attitude, e-wom adoption, and purchase intention, and to evaluate the influence of attitude and e-WOM on purchase intention in the smartphone industry. The population of this study consists of individuals residing in Jakarta who have watched smartphone reviews on YouTube. This study employed a non-probability sampling technique using purposive sampling. A total of 250 respondents were included, and SmartPLS 4 was used to analyze the data. The results of this study indicate that argument quality does not influence attitude; that argument quality and source credibility have a positive influence on e-WOM adoption; that argument quality, attitude, and e-WOM adoption have a positive influence on purchase intention; and that source credibility does not influence purchase intention. The theoretical implications of this study are that it successfully confirms the Information Adoption Model, and TRA. The managerial implications of this study are as follows: smartphone industry players need to improve the quality of arguments, the credibility of sources, attitude, and e-WOM adoption, as these factors influence purchase intention.

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