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<![CDATA[Brand Experience and Brand Trust as Drivers of Customer Satisfaction in the Laundry Service Industry ]]>
<![CDATA[Rahman, Muhammad Azmi]]>;
<![CDATA[Yulianti, Ida]]>
<![CDATA[ Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 4 No. 2 (2025) ]]>
Publisher : <![CDATA[Fakultas Ekonomi dan Bisnis Universitas Brawijaya ]]>
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DOI: 10.21776/jmppk.2025.04.2.04
<![CDATA[Purpose – This study aims to examine the direct effects of brand experience and brand trust on customer satisfaction at My Klin laundry service, within an increasingly competitive service industry that emphasizes consumer experience and trust. Design/methodology/approach – This study employs a quantitative explanatory research design to analyze the causal relationships among brand experience, brand trust, and customer satisfaction. Data were collected from 75 respondents aged at least 17 years who had used My Klin laundry services at least twice within the last six months, using a purposive sampling technique. The research instruments were tested using validity, reliability, and classical assumption tests. Data were analyzed using multiple linear regression and coefficient of determination tests, while hypothesis testing was conducted using the t-test. All analyses were performed using IBM SPSS Statistics version 25. Findings – The results indicate that brand experience has a partial positive and significant effect on customer satisfaction, while brand trust also has a positive and significant effect on customer satisfaction. These findings suggest that both experiential and trust-based brand factors play an important role in shaping customer satisfaction in the laundry service industry. Originality/value – The originality of this study lies in its focus on the combined roles of brand experience and brand trust in influencing customer satisfaction within the laundry service sector, a context that has received limited academic attention. The findings provide new empirical insights that contribute to the broader literature on consumer satisfaction and service branding, particularly in small and service-based enterprises.]]>
<![CDATA[How Does Brand Experience Affect Brand Loyalty Through a Brand Satisfaction? ]]>
<![CDATA[Rahmasadia, Annisa Meira]]>;
<![CDATA[Taufiq Ismail]]>
<![CDATA[ Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 4 No. 2 (2025) ]]>
Publisher : <![CDATA[Fakultas Ekonomi dan Bisnis Universitas Brawijaya ]]>
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DOI: 10.21776/jmppk.2025.04.2.25
<![CDATA[Purpose – This study aims to examine the effect of brand experience on brand loyalty among Starbucks customers in Malang City, with brand satisfaction as a mediating variable. Design/methodology/approach – This study employs a quantitative research design using a survey method. The population consists of Starbucks customers in Malang City, and a total of 250 respondents aged at least 17 years who had made at least two purchases were selected using a non-probability sampling technique. Data were analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM), including outer and inner model evaluation and bootstrapping procedures. Findings – The results indicate that brand experience has a positive and significant effect on brand satisfaction and brand loyalty. Brand satisfaction also has a positive and significant effect on brand loyalty. Furthermore, brand experience influences brand loyalty indirectly through brand satisfaction, indicating a mediating effect. These findings suggest that enhancing customer brand experience can strengthen satisfaction and subsequently improve loyalty. Originality/value – This study offers originality by empirically testing the mediating role of brand satisfaction in the relationship between brand experience and brand loyalty within the Indonesian coffee shop context, which remains limited in prior research. The findings provide actionable insights for managers seeking to design experiential strategies that enhance customer satisfaction and foster stronger loyalty.]]>
<![CDATA[Drivers of Purchase Intention in Local Culinary Businesses: The Role of Price, Location, and Promotion ]]>
<![CDATA[Faizul Muttaqin]]>;
<![CDATA[Arimbawa, Putu Adi Putra]]>
<![CDATA[ Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 4 No. 2 (2025) ]]>
Publisher : <![CDATA[Fakultas Ekonomi dan Bisnis Universitas Brawijaya ]]>
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DOI: 10.21776/jmppk.2025.04.2.06
<![CDATA[Purpose – This study aims to examine the influence of price, business location, and promotion on consumer purchase intention toward Nyotoo.gang culinary products in Magelang City. Design/methodology/approach – This study employs a quantitative explanatory research design targeting residents of Magelang City who are aware of the Nyotoo.gang business. A total of 120 respondents were selected as the sample. Data were collected using structured questionnaires and analyzed using instrument testing, classical assumption tests, multiple linear regression, and hypothesis testing with IBM SPSS Statistics 25 for Windows. Findings – The results indicate that price, business location, and promotion each have a positive and significant effect on purchase intention. These findings suggest that competitive pricing, strategic business location, and effective promotional activities are key determinants in shaping consumer intention to purchase culinary products. Originality/value – The originality of this research lies in its focus on purchase intention toward a local Magelang-based culinary brand, a context that remains limited in existing literature. The findings provide new insights into how fundamental marketing variables simultaneously influence consumer behavior in small urban markets.]]>
<![CDATA[Market Segmentation Based on Psychography of Novi Dapur Rice Bowl Consumers ]]>
<![CDATA[Ramadhan, Novita Ayunani Victoria]]>;
<![CDATA[Hendrawan, Dimas]]>
<![CDATA[ Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 4 No. 2 (2025) ]]>
Publisher : <![CDATA[Fakultas Ekonomi dan Bisnis Universitas Brawijaya ]]>
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DOI: 10.21776/jmppk.2025.04.2.23
<![CDATA[Purpose – This study aims to analyze psychographic-based market segmentation of consumers at Rice Bowl Dapur Novi in Malang City to support the development of more targeted marketing strategies. Design/methodology/approach – This study employs a quantitative descriptive research design using a survey method. The population consists of Rice Bowl consumers in Malang City, with a total sample of 140 respondents. Data were analyzed using the K-Means Cluster analysis technique to identify distinct psychographic consumer segments. Findings – The results identify four distinct consumer segments based on psychographic characteristics: (1) The Idealism segment, (2) The Enthusiastic segment, (3) The Incurious segment, and (4) The Phlegmatic segment. Each segment exhibits different psychological traits that influence their consumption behavior and preferences. Originality/value – This study offers originality by applying K-Means Cluster analysis to map four unique psychographic segments of Rice Bowl Dapur Novi consumers, a niche context rarely explored in local culinary research. The findings provide actionable insights for developing targeted marketing strategies that align with each segment’s attitudes, motivations, and behavioral tendencies.]]>
<![CDATA[Drivers of Purchase Intention Among Cosmetic Users: A Study on Influencer Marketing, Brand Image, and Price ]]>
<![CDATA[Naras, Agrizia Rulanti]]>;
<![CDATA[Rohman, Fatchur]]>
<![CDATA[ Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 4 No. 2 (2025) ]]>
Publisher : <![CDATA[Fakultas Ekonomi dan Bisnis Universitas Brawijaya ]]>
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DOI: 10.21776/jmppk.2025.04.2.21
<![CDATA[Purpose – This study aims to examine the effects of influencer marketing, brand image, and price on purchase intention of ESQA cosmetic products among consumers in Malang City. Design/methodology/approach – This study employs a quantitative explanatory research design to analyze the relationships between influencer marketing, brand image, price, and purchase intention. The sample consists of 140 respondents aged at least 18 years who are cosmetic users in Malang City and are familiar with ESQA products. Respondents were selected using a non-probability purposive sampling technique. Data were collected through structured questionnaires and analyzed using multiple linear regression with IBM SPSS Statistics version 26. Findings – The results indicate that influencer marketing has a positive and significant effect on purchase intention, brand image has a positive and significant effect, and price also has a positive and significant effect. These findings suggest that digital influence, brand perception, and pricing considerations collectively play an important role in shaping consumer purchase intentions in the cosmetics industry. Originality/value – This study provides originality by simultaneously examining influencer marketing, brand image, and price as integrated predictors of purchase intention specifically for ESQA cosmetic products. The findings offer practical value by highlighting the combined and significant impact of these variables, guiding brands in designing more targeted and effective marketing strategies]]>
<![CDATA[What Encourages Users to Go Premium? An Analysis of Value, Price Perception, and Brand Experience on Spotify ]]>
<![CDATA[Seta, Meiyin Frendita Mutiara]]>;
<![CDATA[Fakhri, Erie Awalil]]>
<![CDATA[ Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 4 No. 2 (2025) ]]>
Publisher : <![CDATA[Fakultas Ekonomi dan Bisnis Universitas Brawijaya ]]>
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DOI: 10.21776/jmppk.2025.04.2.19
<![CDATA[Purpose – This study aims to examine the effects of perceived value, perceived price, and brand experience on the intention of free Spotify users to subscribe to Spotify Premium. Design/methodology/approach – This study employs a quantitative explanatory research design to analyze the relationships between perceived value, perceived price, brand experience, and purchase intention. The sample consists of 160 free Spotify users selected using a non-probability purposive sampling technique. Data were collected through online questionnaires and analyzed using multiple linear regression with IBM SPSS Statistics version 25. Findings – The results indicate that perceived value, perceived price, and brand experience each have a positive and significant effect on the intention to purchase Spotify Premium. These findings suggest that users’ upgrade intentions are strongly influenced by the value they perceive, pricing considerations, and their overall experience with the Spotify platform. Originality/value – This study provides originality by simultaneously examining perceived value, perceived price, and brand experience as predictors of purchase intention specifically among free Spotify users. The findings offer practical value by highlighting the key psychological and experiential factors that can encourage users to upgrade to Spotify Premium, supporting more targeted marketing and service improvement strategies.]]>
<![CDATA[Instagram Optimization as A Marketing Tool and Strengthening Relationships with Customers ]]>
<![CDATA[Putri, Salsabila Rihardi Adali]]>;
<![CDATA[Prabandari, Sri Palupi]]>
<![CDATA[ Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 4 No. 2 (2025) ]]>
Publisher : <![CDATA[Fakultas Ekonomi dan Bisnis Universitas Brawijaya ]]>
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DOI: 10.21776/jmppk.2025.04.2.11
<![CDATA[Purpose – This study aims to develop a business strategy for PT Galari Promosindo Prima to strengthen its strategic position and enhance competitiveness in Indonesia’s event organizer industry amid increasing competition and rapid digital transformation. Design/methodology/approach – This study adopts a descriptive qualitative approach. Data were collected through interviews, observations, and documentation. The analysis was conducted using Social Media Optimization (SMO) to assess internal and external conditions, SWOT analysis and SWOT matrix to generate strategic alternatives, and stakeholder alignment analysis to determine the most appropriate strategic direction. Findings – The results indicate that Social Media Optimization (SMO) is the most suitable strategy for PT Galari Promosindo Prima under current conditions. The proposed strategy focuses on strengthening social media presence through structured content planning, improving visual branding on Instagram, monitoring performance, and utilizing Instagram analytics tools to optimize digital marketing effectiveness. Originality/value – This study offers originality by integrating Social Media Optimization (SMO), SWOT analysis, and stakeholder alignment into a unified framework for strategic decision-making in the Event Organizer sector. The findings provide practical, context-specific recommendations that enhance digital marketing performance and support strategic business growth.]]>
<![CDATA[Understanding Gen Z Purchase Decisions: The Roles of Lifestyle and Reference Group Influence ]]>
<![CDATA[Aribyan, Mochamad Bintang]]>;
<![CDATA[Susilowati, Christin]]>
<![CDATA[ Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 4 No. 2 (2025) ]]>
Publisher : <![CDATA[Fakultas Ekonomi dan Bisnis Universitas Brawijaya ]]>
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DOI: 10.21776/jmppk.2025.04.2.17
<![CDATA[Purpose – This study aims to analyze the influence of lifestyle and reference group on purchase decisions among Generation Z students in using Kick Avenue e-commerce platform, focusing on students of the Faculty of Economics and Business, Universitas Brawijaya. Design/methodology/approach – This study employs a quantitative research design. Data were collected through questionnaires distributed to 150 respondents selected from Generation Z students. The data were analyzed using multiple linear regression with t-test to examine the partial and simultaneous effects of lifestyle and reference group on purchase decisions. Findings – The results indicate that lifestyle has a positive and significant effect on purchase decisions, as individual preferences in daily living influence product and service choices. Reference group also has a positive and significant effect, suggesting that social influences shape consumer preferences. Simultaneously, both variables significantly affect purchase decisions, with lifestyle identified as the dominant factor. Originality/value – This study provides originality by analyzing the simultaneous influence of lifestyle and reference group on purchase decisions specifically within the context of Gen Z users of Kick Avenue. The findings offer practical value by highlighting that lifestyle plays a dominant role, enabling e-commerce businesses to craft more targeted and psychologically aligned marketing strategies.]]>
<![CDATA[Drivers of Customer Satisfaction Among Mountain Hikers: The Role of Product Quality, Sales Promotion, and Perceived Price ]]>
<![CDATA[Varellino, Geraldus Edbert]]>;
<![CDATA[Isharina, Ikhtiara Kaideni]]>
<![CDATA[ Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 4 No. 2 (2025) ]]>
Publisher : <![CDATA[Fakultas Ekonomi dan Bisnis Universitas Brawijaya ]]>
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DOI: 10.21776/jmppk.2025.04.2.07
<![CDATA[Purpose – This study aims to examine and analyze the effects of product quality, sales promotion, and perceived price on customer satisfaction among mountain hikers in Malang City, particularly users of Consina outdoor products. Design/methodology/approach – This study employs a quantitative research design using purposive sampling. The sample consists of 132 mountain hikers in Malang City who have purchased Consina products at least once. Data were collected through a Google Forms questionnaire and analyzed using multiple linear regression with IBM SPSS Statistics 26. Findings – The results indicate that product quality, sales promotion, and perceived price each have a positive and significant effect on customer satisfaction. The adjusted R² value of 0.601 suggests that these three variables explain 60.1% of the variation in customer satisfaction, while the remaining 39.9% is influenced by other factors not included in this study. Originality/value – This study provides originality by simultaneously examining product quality, sales promotion, and perceived price within the specific context of hiking equipment users in Malang City. The findings offer new empirical evidence from a niche consumer segment that has received limited attention in previous research.]]>
<![CDATA[How Social Media Marketing, Product Quality, And Brand Image Influence Millennial Purchase Intention ]]>
<![CDATA[Ghifari Irfansyah, Muhammad Reza]]>;
<![CDATA[Rahman, Fatchur]]>
<![CDATA[ Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 4 No. 2 (2025) ]]>
Publisher : <![CDATA[Fakultas Ekonomi dan Bisnis Universitas Brawijaya ]]>
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DOI: 10.21776/jmppk.2025.04.2.16
<![CDATA[Purpose – This study aims to examine the influence of social media marketing activities, product quality, and brand image on the purchase intention of FITlife Whey Protein among millennial consumers at SAM Fitness in Malang City. Design/methodology/approach – This study employs a quantitative descriptive research design with an explanatory approach. The population consists of 653 millennial consumers, from which 100 respondents were selected using a simple random sampling technique. Data were collected through structured questionnaires and analyzed using multiple linear regression analysis. Findings – The results indicate that social media marketing activities, product quality, and brand image each have a positive and significant effect on purchase intention. These findings suggest that effective digital marketing engagement, strong perceived product quality, and a positive brand image play important roles in shaping consumers’ intention to purchase whey protein products. Originality/value – This study offers originality by examining social media marketing activity, product quality, and brand image simultaneously as drivers of purchase intention specifically among millennial consumers of FITlife Whey Protein at a local fitness center. The findings provide practical value by highlighting the strategic importance of digital engagement and high-quality product offerings in shaping millennial purchasing decisions.]]>
