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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[The objective of this research is to identify the direct and indirect effects of brand experience and brand trust on the satisfaction of My Klin’s customers. This explanatory study corroborates the causal relationships between its variables through hypothesis testing. Using purposive sampling technique, 75 customers with the minimum age of 17 years who have used the laundry service at least twice in the last six months were selected as the respondents. The research instruments were assessed through validity test, reliability test, and classical assumption test, while the data was analyzed using multiple linear regression and coefficient of determination test, and the hypothesis testing was performed by incorporating the t-test. All of the processes above were conducted in SPSS version 25. This study finds that brand experience partially has a significant effect on customer satisfaction and that brand trust significantly affects customer satisfaction.]]>
<![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[The objective of this research is to identify the effects of brand experience on the loyalty of Starbucks’ customers in Malang City to the brand with brand satisfaction as the mediating variable. Competition in coffee shop industry in the city has made companies in this sector feel the need of improving the brand loyalty of their customers in order to survive the competition. The population of this quantitative research is all customers of Starbucks in Malang City, from which 250 people with the minimum age of seventeen years and have made at least two transactions were selected as the sample. The data was analyzed using PLS-SEM (Partial Least Squares – Structural Equation Modeling) after passing the outer and inner model coefficient test and bootstrapping. This stud finds that brand experience positively influences brand satisfaction, that brand experience and brand satisfaction positively influence brand loyalty, and that brand experience affects brand loyalty through the mediation of brand satisfaction. Therefore, if brand experience and brand satisfaction increase, it will be followed by enhancements in the brand loyalty of Starbucks’ customers in Malang City.]]>
<![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[Consumer purchase intention is a crucial factor for business sustainability and growth amid increasingly intense market competition. Therefore, this study aims to determine whether price, business location, and promotion influence consumer purchase intention toward Nyotoo.gang products. This explanatory quantitative research targeted residents of Magelang City who are aware of the Nyotoo.gang business, with a total sample of 120 respondents. The statistical analysis involved instrument testing, classical assumption tests, multiple linear regression, and hypothesis testing using SPSS 25 for Windows. The results showed that price has a positive and significant effect on purchase intention, business location has a positive and significant effect on purchase intention, and promotion also has a positive and significant effect on purchase intention.]]>
<![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[This study aims to analyze market segmentation based on psychographics of consumers at Rice Bowl Dapur Novi in Malang City. The method used is quantitative descriptive with a survey. The study population is consumers of Rice Bowl in Malang City with a sample of 140 people. The data analysis technique uses the K-Means Cluster. The results show that there are four consumer segments with different psychographic characteristics. The first segment named The idealism, the second segment named The enthusiastic, the third segment named The incurios, and the fourth segment named The phlegmatic . This research provides insights for the owners of Rice Bowl Dapur Novi to develop targeted marketing strategies.]]>
<![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[The objective of this research is to identify the direct and indirect effects of influencer marketing, brand image, and price as the independent variables on purchase intention as the dependent variable. Using non-probability sampling and purposive sampling technique, 140 people of the cosmetics wearer population in Malang City who know about the products of ESQA with the minimum age of 18 years were selected as the respondents of this quantitative explanatory research. The results of the multiple linear regression analysis performed in SPSS 26 indicate that influencer marketing has a positive and significant effect on purchase intention, that brand image has a positive and significant influence on purchase intention, dan that price has a positive and significant impact on purchase intention.]]>
<![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[The use of digital music streaming services continues to increase along with the growth in the number of internet users, yet the conversion rate from free to paid users remains relatively low. The objective of this research is to identify the effects of perceived value, perceived price, and brand experience on the intention of Spotify users to purchase Spotify Premium. This quantitative explanatory research elucidates and proves the relationship between its dependent and independent variables. Using non-probability sampling method and purposive sampling technique, 160 users of free Spotify were selected as the respondents. The data was harvested via online questionnaires and was analyzed using multiple linear regression in SPSS ver. 25. This study finds that the three variables, which are perceived value, perceived price, and brand experience, have positive and significant impacts on the intention to purchase Spotify Premium.]]>
<![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[This study aims to develop a business strategy for PT Galari Promosindo Prima to strengthen its strategic position and enhance its competitiveness in Indonesia's Event Organizer industry. The research is based on an analysis of the company's internal and external environmental conditions, alongside strategic considerations essential for business development planning. A descriptive qualitative approach was employed, utilizing interviews, observations, and documentation for data collection. The analytical tools used include Social Media Optimization (SMO) to evaluate the company's internal and external environment, SWOT analysis and its matrix to generate potential strategic alternatives, and stakeholder alignment to finalize the recommended strategy. The findings suggest that the most suitable strategy for PT Galari Promosindo Prima, given its current conditions, is implementing SMO. This strategy emphasizes improving social media presence through a well-planned content production timeline, enhancing visual appeal on Instagram, monitoring social media performance, and leveraging Instagram analytics tools to optimize digital marketing efforts.]]>
<![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[The objective of this research is to analyze the effects of lifestyle and reference group on people’s decision to purchase goods via Kick Avenue, an e-commerce business, by focusing on the Gen Z students of Faculty of Economics and Business, Universitas Brawijaya. The data of this quantitative study was harvested via questionnaires distributed to 150 respondents and was analyzed through multiple linear regression with t-test to identify the influence of each variable. This study finds that lifestyle positively and significantly affects the purchase decision, in which individuals’ preferences in living their life determine products and services they choose. Further, reference group also has positive and significant impacts on the purchase decision, indicating that views and behaviors within certain social groups affect consumer preferences. Additionally, lifestyle and reference group simultaneously pose significant impacts on the purchase decision, with lifestyle being the dominant variable. This study provides insights for e-commerce companies regarding how to design marketing strategies relevant with the lifestyle and the social influence of their customers.]]>
<![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[The objective of this research is to identify and analyze the effects of product quality, sales promotion and perceived price on the customer satisfaction of mountain hikers in Malang City. Using purposive sampling technique, 132 mountain hikers of Malang City who have made at least one purchase of Consina products were selected as the respondents. The data was harvested via Google Forms questionnaires and was analyzed through multiple linear regression in SPSS 26. This study finds that product quality, sales promotion, and perceived price partially have significant effects on the customer satisfaction. With the adjusted R-squared value of 0.601, it can be inferred that product quality, sales promotion, and perceived price influence 60.1% of the customer satisfaction, with the remaining 39.9% is the contribution of other variables not discussed in this 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[Whey Protein has become a growing trend in the health and fitness market, although it has not yet achieved a leading market position. This study aims to examine the influence of social media marketing activities, product quality, and brand image of FITlife Whey Protein on the purchase intention of millennial consumers at SAM Fitness in Malang City. Employing a quantitative descriptive approach with an explanatory research design, the study involved a population of 653 millennial consumers, from which 100 respondents were selected using a simple random sampling technique. Data were collected through questionnaires and analyzed using multiple linear regression. The findings indicate that social media marketing activities, product quality, and brand image each have a positive and significant effect on purchase intention. The novelty of this research lies in its integrated analysis of these three factors specifically among millennial consumers. The study also highlights the strategic importance of strengthening digital marketing and maintaining high product quality to enhance consumer purchase intention.]]>
