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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. 3 (2022)" : 15 Documents clear
PENGARUH SOCIAL MEDIA MARKETING DAN e-WOM TERHADAP BRAND IMAGE SERTA DAMPAKNYA TERHADAP MINAT BELI Yani, Sulisti; Wijayanto, Gatot; Musfar, Tengku Firli
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 1 No. 3 (2022)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/jmppk.2022.01.3.01

Abstract

This study aims to determine the effect of social media marketing, electronic word of mouth and brand image as a mediation on interest in buying. The population in this study includes generation Z or teenagers at the age of 11-26 years in Pekanbaru City. The sampling technique used was Non-Probability Sampling, which does not provide the same requirements for each person. The number of samples used in this study using the Hair formula with a total of 145 respondents. To test the hypothesis in this study, path analysis was used with the help of SPSS version 26 software. Based on the results of the testing, it can be concluded that social media marketing, electronic word of mouth and brand image have a significant positive effect on buying interest. Social media marketing and electronic word of mouth have a significant positive effect on buying interest through brand image as a mediating variable. Suggestions for further writers, recommendations for further research are that this research can be further developed by adding other variables such as celebrity endorsers, influencer marketing, social media advertising, online advertising, online promotions or other variables that are in accordance with this research.
PENGARUH DIMENSI KUALITAS LAYANAN TERHADAP KEPUASAN NASABAH Khairuman, Miftah; Noermijati, Noermijati
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 1 No. 3 (2022)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/jmppk.2022.01.3.04

Abstract

In winning the competition to win the hearts of bank customers, they must design a strategy regarding service quality. Banks as a sector of financial services, its performance will depend on whether the overall service is good or bad for its customers. The better the service from a bank, the relatively easier it will be to gain the trust of customers to deposit funds or apply for a loan at that bank. The purpose of this study is to identify the effects of tangibles, empathy, reliability, responsiveness, and assurance on customer satisfaction at PT. Bank Rakyat Indonesia (Persero) Tbk. Branch Office of Madiun. This study is considered as explanatory research since it explains the causal relationship between variables through hypothesis testing. The samples are 215 saving service customers of the bank, the number of which were set using Slovin formula. The data was analyzed using descriptive statistics and multiple linear regression, performed in SPSS version 26. This study finds that tangibles, empathy, reliability, responsiveness, and assurance significantly influence the satisfaction of the saving service customers of PT. Bank Rakyat Indonesia (Persero) Tbk. Branch Office of Madiun.
DESKRIPSI PERILAKU KONSUMEN DALAM KEPUTUSAN PEMBELIAN TERHADAP OBAT HERBAL (HERBAL MEDICINE) Shalahuddin, Laode; Wijayanti, Risna
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 1 No. 3 (2022)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/jmppk.2022.01.3.06

Abstract

The health industry is included in an industry that experienced an increase in 2019-2020 due to the Covid-19 (Corona Virus Disease) pandemic. This can provide benefits for Indonesia because it is one of the largest biopharmaceutical (medicinal) producing countries in the world. The objective of this research is to describe the behavior of consumers in their decision to purchase herbal medicine in the largest biopharmaceutical plant-producing region in Indonesia. The data of this research was harvested by distributing questionnaires to a sample of 120 respondents living in the said region. Using frequency distribution and description, this study finds that there are three factors shaping consumer behavior, they are psychological factor, i.e. learning, perception, motivation, and attitude and belief, social factor, i.e. culture, family, group references and social class, and marketing factor, i.e. product, price, place, and promotion. The benefit of this research is to assist herbal medicine business actors in the health industry in recognizing people's consumption behavior towards herbal medicines and is useful for future researchers in enriching discussions that focus on herbal medicine (herbal medicine).  
PENGARUH LABEL HALAL, KUALITAS PRODUK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN PRODUK YANG DIKONSUMSI SETIAP HARI Kornitasari, Yenny; Faidah, Anis Mutifatul
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 1 No. 3 (2022)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/jmppk.2022.01.3.07

Abstract

This research is aimed to explore the effects of halal label, product quality, and price on the decision to purchase daily consumer products by Islamic economics students of universitas brawijaya classes of 2017 to 2019. Variables used in this research are: label halal, product quality, and price as independent variables. Meanwhile the dependent variable in this research is purchase decision. This research used quantitative method, employs multiple linear analysis regression using SPSS 26. Primary data is collected through distributing questionnaires. The sampling technique used was probability sampling in which every member of the population has the same opportunity to become the research sample using the simple random sampling method. Validity and reliability test were done before doing data analysis. After that, the linkert scale data was converted into interval data by using MSI (Method of Successive Interval) before doing multiple linear regression. The regression results show that the halal label, product quality, and price simultaneously affect purchasing decisions. And partially the three independent variables, halal label, product quality and price, have a significant effect on purchasing decisions.
EFEKTIVITAS PENERAPAN DIRECT MARKETING PADA PENJUALAN REKENING RENCANA TABUNGAN HAJI (RTJH) BANK SINARMAS SYARI’AH MALANG Eridany, Athallah Noval; Waluyowati, Nur Prima
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 1 No. 3 (2022)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/jmppk.2022.01.3.05

Abstract

Banks as service business actors in the financial sector, also need the right marketing strategy to be able to reach the target market they want. Bank Sinarmas Syari'ah Malang seeks to market and offer products for the Hajj Savings Plan Account (RTJH) to the public, especially Muslims by conducting direct marketing. The choice of a direct marketing strategy raises the question why Bank Sinarmas Syari'ah Malang prefers to use a direct marketing strategy compared to other marketing strategies. This study aims to determine the effectiveness of implementing direct marketing strategies in selling products for the Hajj Savings Plan Account (RTJH) of Bank Sinarmas Syari'ah Malang. The theory used to support this research is a theory related to marketing and direct marketing. The object of this research is Bank Sinarmas Syari'ah Malang. This study uses a qualitative descriptive approach which uses primary data through interviews, observation and documentation. The data analysis technique used in this research is data triangulation where there is data reduction, data presentation and conclusion drawing. The results of this study indicate that the application of direct marketing strategies to product sales of the Hajj Savings Plan Account (RTJH) can be said to be effective.

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