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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
 1   2 
Search results for , issue "Vol. 1 No. 2 (2022)" : 15 Documents clear
PENGARUH STORE ATMOSPHERE TERHADAP IMPULSE BUYING DENGAN SHOPPING EMOTION SEBAGAI VARIABEL MEDIASI Wiranata, Axel; Suryadi, Nanang
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 1 No. 2 (2022)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/jmppk.2022.01.2.07

Abstract

The purpose of this research is to analyze the effect of store atmosphere on impulse buying with the mediation of shopping emotion. The population are visitors of minimarkets in Malang city, and the number of samples were calculated using the formula of Riduwan and Akdon, which is used to calculate the sample from an unknown number of populations. This study is categorized as explanatory research because it explains the position of variables being studied and the relationships between them. The data of this research was harvested from questionnaires distributed online to 97 respondents, who were selected using non-probability sampling method and purposive sampling technique with the criteria of people with the minimum age of seventeen years who have visited or made purchases in minimarkets in Malang city. The results of the Partial Least Squares analysis performed in SmartPLS 3.0 have led to findings that store atmosphere positively influences shopping emotion, that shopping emotion positively affects impulse buying, that store atmosphere does not positively influence impulse buying, and that shopping emotion mediates the effect of store atmosphere on impulse buying.
PENGARUH KREDIBILITAS CELEBRITY ENDORSER, CITRA MEREK, DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN Faradiba, Seti Fahni; Hussein, Ananda Sabil
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 1 No. 2 (2022)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/jmppk.2022.01.2.14

Abstract

In the current era of globalization, which is growing rapidly, it is the main attraction for local and foreign entrepreneurs to invest in the industrial sector, one of which is in the culinary industry in Indonesia which has an important role in economic growth in the country. This research aims to discover the effect of Celebrity Endorser’s Credibility, Brand Image, and Product Quality on Purchase Decision. The type of this research is the explanatory research which explains the relationship and influence between one variable and other through hypothesis testing. The samples of this research consist of 120 respondents. Furthermore, the respondents are the visitors and have been consume Geprek Bensu Malang City. Thus, this research uses a sampling technique with a non-probability sampling method. This research using multiple linear regression. The data were analyzed using SPSS (Statistic Product and Services Solution) for Mac version 24. The result of this research indicates that partially and simultaneously celebrity endorser’s credibility, brand image, and product quality have a significant effect on purchase decision.
PENGARUH BRAND AMBASSADOR AKTOR KIM SEON HO TERHADAP MINAT BELI KONSUMEN PRODUK SKINCARE EVERWHITE DENGAN BRAND IMAGE SEBAGAI VARIABEL INTERVENING Farrel, Muhammad; Sunaryo, Sunaryo
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 1 No. 2 (2022)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/jmppk.2022.01.2.08

Abstract

The more sophisticated the technology for disseminating information, the faster the flow of information will reach the public. People nowadays are fond of Korean culture thanks to information procurement access and speed. Companies are following the trend and using Korean celebrities as their brand ambassadors; Everwhite, an Indonesian skincare company, is one of them. The objective of this explanatory research is to identify the effect of brand ambassador on the purchase intention of Everwhite consumers with the mediation of brand image. Using non-probability sampling method and purposive sampling technique, 100 people who know about Kim Seon Ho and Everwhite were selected as the sample. The results of the data analysis in SPSS 26 have led to findings that brand ambassador has a positive and significant effect on brand image and purchase intention, that brand image positively and significantly influences purchase intention, and that brand image does not mediate the effect of brand ambassador on purchase intention. The results of this study are effective in increasing buying interest from potential Everwhite consumers.
THE EFFECT OF MARKETING MIX TOWARD CUSTOMER LOYALTY Manik, Andy Radixson; Rofiaty, Rofiaty
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 1 No. 2 (2022)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/jmppk.2022.01.2.10

Abstract

Coffee consumption in Indonesia has been growing every year from 2016 to 2021. Consumption coffee as a beverage or Ready to Drink (RTD) are increasingly significant in Indonesia specially in Coffee Shops and it is a trend in nowdays. The marketing mix should be conducted carefully as it is one of big aspects on business. This research aims to determine the effect of the marketing mix on costumer loyalty variables. This is explanatory research that explains the relationship and influence between one variable and another by submitting a hypothesis. This research used a sample of 100 respondents by online questionnaires distribution. The sample consisted of respondents who had visited Nakoa Coffee Shops in Malang. Data were analysed with multiple linear regression using the SPSS 21 program. The test results of the seven hypotheses concluded that marketing mix has a significant effect on costumer loyalty. This research is expected to become a reference for Nakoa Coffee Shops in Malang to improve and enhance their business performance in the future.
PENGARUH ORIENTASI PASAR DAN INOVASI PRODUK TERHADAP DAYA SAING DAN KINERJA PEMASARAN Maylista, Sylvia; Wijayanto, Gatot; Henni Noviasari
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 1 No. 2 (2022)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/jmppk.2022.01.2.04

Abstract

This study aims to determine the effect of Market Orientation and Product Innovation on Competitiveness and Marketing Performance of Culinary MSMEs in Pekanbaru City. The population in this study is MSMEs that have Micro Small Business Permits (IUMK), which are 331 MSMEs, and the sample used in this study is 181 MSMEs using the slovin formula. Data collection was carried out through distributing questionnaires to Culinary MSME owners in Pekanbaru City. The analytical technique used in this study is path analysis with the help of SPSS to see the effect of the dependent variable on the independent variable. The results showed that market orientation and product innovation had a positive and significant effect on competitiveness. Market Orientation, Product Innovation and Competitiveness have a positive and significant impact on Marketing Performance. And Competitiveness positively and significantly mediates the effect of Market Orientation and Product Innovation on Marketing Performance on Culinary MSMEs in Pekanbaru City.

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