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Jurnal Manajemen Pemasaran dan Perilaku Konsumen
Published by Universitas Brawijaya
ISSN : 2963329X     EISSN : 2963329X     DOI : -
Core Subject : Science,
Decision Sciences, Operations Research & Management
Publish all forms of quantitative and qualitative research articles and other scientific studies related to the field of Marketing Management and Consumer Behavior.
Arjuna Subject : Ilmu Pengambilan Keputusan (semua kategori) - Ilmu Manajemen dan Riset Operasi
Articles 15 Documents
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Search results for , issue "Vol. 1 No. 1 (2022)" : 15 Documents clear
PENGARUH KUALITAS LAYANAN, CITRA MEREK, PERSEPSI HARGA, DAN KELOMPOK REFERENSI TERHADAP LOYALITAS PELANGGAN Reykhan, Muhammad; Moko, Wahdiyat
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 1 No. 1 (2022)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (418.843 KB) | DOI: 10.21776/jmppk.2022.1.1.24

Abstract

Many competitors with the same segment as Kopi Kenangan emerged as competitors such as Excelso and Starbucks. Customer loyalty is needed so that Kopi Kenangan remains superior and survives in the market. The purpose of this study is to identify the effects of service quality, brand image, price perception, and reference group on the loyalty of Kopi Kenangan customers in Malang city. The type of research conducted in this research is explanatory research. The sampling technique used was non-probability sampling with purposive sampling and survey methods. The data of this quantitative research was obtained from online questionnaires distributed to 95 respondents. The results of the multiple linear regression analysis have led to a finding that service quality, brand image, price perception, and reference group have positive and significant effects on the loyalty of Kopi Kenangan customers in Malang city. The results of this study can be used as a reference in increasing customer loyalty, especially in the coffee business in Malang city.
PENGARUH CITRA MEREK, PERCEIVED VALUE, DAN PENGALAMAN PELANGGAN TERHADAP LOYALITAS PENGGUNA IPHONE Pradida, Debbi Rangga; Suryadi, Nanang
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 1 No. 1 (2022)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (423.643 KB) | DOI: 10.21776/jmppk.2022.1.1.26

Abstract

The objective of this research is to identify the effects of brand image, perceived value, and customer experience on the loyalty of iPhone users in Malang city. This is an explanatory research because it explains causal relationships between variables through hypothesis testing. The sample was selected using non-probability sampling method and purposive sampling technique, resulting in 150 respondents. The data analysis includes descriptive analysis, classical assumption test, multiple linear regression, and hypothesis testing. This study finds that brand image, perceived value and customer experience positively and significantly influence the loyalty of iPhone users in Malang city. This study also finds that iPhone is a smartphone brand with technological superiority and that the values contained in iPhone meet the customers expectation prior to the purchase of the product. Furthermore, the product influences customer loyalty. The experience of using iPhone ensures that users will choose iPhone as their smartphones in the future. This means that the loyalty of iPhone users in Malang city is affected by brand image, perceived value, and customer experience.
PENGARUH PRODUCT QUALITY, PERCEIVED PRICE, DAN PROMOTION TERHADAP CUSTOMER SATISFACTION Pratama, Ahmad Zaki; Prabandari, Sri Palupi
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 1 No. 1 (2022)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (370.171 KB) | DOI: 10.21776/jmppk.2022.1.1.27

Abstract

In the era of competition, competition between companies is getting tougher in every company to observe and know the wants and needs of consumers. This research aims to identify and analyze the effects of product quality, perceived price, and promotion on the satisfaction of Eiger customers in Malang. This research uses quantitative research with descriptive verification approach. Using purposive sampling method, 116 students of Universitas Brawijaya who have made at least one purchase of Eiger products. The data was harvested from questionnaires, library research, and web browsing and was analyzed using multiple linear regression in SPSS 25. This study finds that product quality, perceived price and promotion partially influence customer satisfaction. Product quality, perceived price and promotion explain 61,3% of the customer satisfaction, the remaining 38,7% is explained by other variables not included in this research. The implementation of product quality, perceived price, and promotion on Eiger products in the city of Malang is classified as very good and very good in creating customer satisfaction.
PENGARUH BRAND EXTENSION, POTONGAN HARGA, DAN E-SERVICE QUALITY TERHADAP KEPUTUSAN PEMBELIAN SHOPEEFOOD Pahlevi, Enrico; Basuki, Ananto
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 1 No. 1 (2022)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (238.983 KB) | DOI: 10.21776/jmppk.2022.1.1.35

Abstract

Technology has developed drastically and continues to evolve until now. The number of internet users that can be said to be very high has resulted in a lot of people's consumptions depending on internet activities. The purpose of this quantitative research is to identify the effects of brand extension, price discount, and e-service quality on purchase decision. This study is categorized into explanatory research since it tries to explain the position of the variables being studied and to identify the effect of a variable on other variables through hypothesis testing. The sample of this research was selected using purposive sampling, with the criteria of having the minimum education of elementary school and made purchases at least once in a month, resulting in 169 respondents. Here validity test, reliability test, and multiple linear regression were used. This study finds that brand extension has significant effects on purchase decision. Price discount has significant effects on purchase decision. E-service quality have significant effects on purchase decision.
PENGARUH PEMASARAN DIGITAL, WORD OF MOUTH, DAN ONLINE CUSTOMER REVIEW TERHADAP MINAT KUNJUNGAN WISATAWAN Adri Makarim, Ihsan; Pradana, Bayu Ilham
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 1 No. 1 (2022)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (423.365 KB) | DOI: 10.21776/jmppk.2022.1.1.38

Abstract

Covid-19 has had an impact on the tourism industry. One of these impacts is that tourist arrivals are decreasing every year. The purpose of this research is to identify and analyze the effects of digital marketing, word of mouth, and online customer review on tourist’s intention to visit Labuan Bajo. The sample of this research was selected using non probability sampling method and purposive sampling technique from a population of individuals living in Tangerang Selatan City who have visited Labuan Bajo, resulting in 115 respondents. The data was acquired from questionnaires, library research, and web browsing and was analyzed using regression analysis. The result showed that digital marketing positively affects tourist’s visit intention. Word of mouth positively influences tourist’s visit intention, and that online customer review positively impacts the tourist’s visit intention.

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