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<![CDATA[The Power of Price and Promotion in Stimulating Consumer Purchase Decisions: A Study on HMNS Perfume ]]>
<![CDATA[Dharmawan, Ikke Putri]]>;
<![CDATA[Moko, Wahdiyat]]>
<![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.2025.04.2.03
<![CDATA[This study aims to analyze the influence of price and promotion on the purchase decision of HMNS perfume among students in Malang City. The independent variables in this study include price and promotion, while the dependent variable is the purchase decision. The study employs a quantitative approach using an online survey method. The sample consists of 100 respondents selected using the purposive sampling technique. The results of multiple linear regression analysis indicate that price and promotion have a significant influence on purchase decisions. Specifically, price shows a positive and significant relationship, suggesting that the alignment of price with product quality are important factors for consumers. Promotion also plays a significant role, particularly through marketing strategies such as discounts and social media. This research provides practical contributions to HMNS in understanding the factors influencing consumer purchase decisions, particularly in the student segment. Marketing strategies involving competitive pricing, attractive promotions, and leveraging impulsive buying behavior can enhance sales performance. Theoretically, this study enriches the literature on consumer behavior and purchase decisions in Indonesia's local perfume industry ]]>
<![CDATA[Customer Loyalty Drivers in Online Travel Agencies: The Roles of Green Brand Image, CRM, and E-WOM ]]>
<![CDATA[Setiawan, Prayogi]]>;
<![CDATA[Parwati, Kardina Yudha]]>
<![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.2025.04.2.15
<![CDATA[In the increasingly fierce competition of the Online Travel Agency (OTA) industry, maintaining customer loyalty is a major challenge for companies. Traveloka, as one of the major players, needs to understand the factors that influence user loyalty to remain competitive. This study aims to analyse the effect of Green Brand Image, Customer Relationship Management (CRM), and Electronic Word of Mouth (E-WOM) on Customer Loyalty among Traveloka users in Indonesia. A quantitative approach was used by collecting data through online questionnaires from 120 respondents selected using purposive sampling technique. Analysis was carried out using multiple linear regression methods. The results showed that CRM has a positive significant effect on Customer Loyalty, indicating that strategies such as responsive customer service, use of data-driven technology, and personalisation of promotions effectively build trust and long-term relationships with customers. In contrast, Green Brand Image and E-WOM do not have a significant effect on Customer Loyalty. This indicates the need to optimise the application of sustainability values and digital communication to strengthen their impact on customer loyalty. This research provides a theoretical contribution by enriching the literature related to the determinants of customer loyalty in the Online Travel Agency (OTA) industry. Practically, this research suggests Traveloka to continue to strengthen its CRM strategy and re-evaluate the implementation of Green Brand Image and E-WOM to be more relevant to consumer needs. Thus, the company can maintain its position as a market leader in the OTA industry amid increasingly fierce competition.]]>
<![CDATA[Consumer Behavioral Drivers: The Effects of e-WOM, Brand Attitude, and Brand Image on Skintific Purchase Intention ]]>
<![CDATA[Nafis, Fitya Hilyatin]]>;
<![CDATA[Hapsari, Raditha Dwi Vata]]>
<![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.2025.04.2.05
<![CDATA[This study aims to examine the influence of electronic word-of-mouth (e-WOM), brand attitude, and brand image on the purchase intentions for Skintific products among skincare consumers in Malang City. This quantitative explanatory research elucidates the causal relationships between the variables through hypothesis testing. A total of 183 respondents were selected, with the sample size calculated using Cochran's formula. The data was collected through a Likert-scale questionnaire that had undergone validity and reliability testing. The collected data was tested using classical assumption tests, including normality, linearity, multicollinearity, and heteroscedasticity tests, followed by multiple regression analysis. Furthermore, model accuracy (F-test), coefficient of determination (R²), and partial regression coefficient (t-test) were conducted for hypothesis testing. This study finds that electronic word-of-mouth negatively influences the purchase intention for Skintific skincare products in Malang City, that brand attitude and brand image positively influence the purchase intention, and that electronic word-of-mouth, brand attitude, and brand image simultaneously have a positive influence on purchase intention.]]>
<![CDATA[Understanding E-Loyalty in Gen Z Digital Banking Users: An Analysis of E-Service Quality, E-Trust, and E-Satisfaction ]]>
<![CDATA[Dessyta Miranda Syaharani]]>;
<![CDATA[Basuki, Ananto]]>
<![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.2025.04.2.22
<![CDATA[The objective of this research is to identify the effects of e-service quality and e-trust on the e-loyalty of Gen Z users of Blu by BCA in Malang City with e-satisfaction as the mediating variable. This explanatory research elucidates the relationships between the dependent, independent, and mediating variables. Using non-probability sampling method and purposive sampling technique, 100 people considered as Gen Z (born between 1997 and 2012) who live in Malang City and use Blu by BCA were selected as the respondents. The data was harvested via online questionnaires and examined through path analysis in IBM SPSS 21, while the mediation test was performed using Sobel test. This study finds that e-service quality and e-trust directly have positive and significant impact on e-loyalty, that e-service quality and e-trust positively and significantly affect e-satisfaction, that e-service quality indirectly influences e-loyalty through the mediation of e-satisfaction, and that e-trust indirectly influences e-loyalty with the mediation of e-satisfaction.]]>
<![CDATA[Revealing Consumer Motivation on The Shopee Marketplace Toward Natural-Based Skincare Products ]]>
<![CDATA[Muslimah, Tsaniatu]]>;
<![CDATA[Nugroho, Dian Ari]]>
<![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.2025.04.2.12
<![CDATA[The rapid developments in Indonesian cosmetic industry have brought various choices of skincare products for customers. Therefore, they need to be more selective in choosing the suitable products. Natural-based skincare products offer natural ingredients safer for the skin and the environment. However, consumers’ motivations for choosing certain products are subjective since they depend on their individual assessments and interpretations. Therefore, understanding consumer motivation, being difficult and complex, is not an easy task. The objective of this qualitative case study is to analyze elements that can motivate consumers to choose natural-based skincare products. The research subject consists of five informants who have purchased the natural soap products of Aurolia.id via Shopee. The data was harvested through interviews, document studies, and library research, by which elaborate findings were acquired. This study finds that the factors that motivate consumers’ choice include prices that are more competitive than those of similar products, positive reviews from other consumers, relational proximity between them and the business owner, their knowledge about the products, the quality of the product, their proximity with the seller’s location, and distribution channels provided by Shopee.]]>
<![CDATA[Repurchase Intention in Eco-Labeled Products: The Roles of Green Marketing and Perceived Value ]]>
<![CDATA[Kyrbi, Ramanda]]>;
<![CDATA[Suryadi, Nanang]]>
<![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.2025.04.2.20
<![CDATA[This study aims to examine the effect of green marketing and perceived value on the repurchase intention of AQUA consumers. Classified as explanatory research, it seeks to elucidate the causal relationships between variables through hypothesis testing using a quantitative approach. The variables studied include green marketing (X1), perceived value (X2), and repurchase intention (Y). Using a non-probability sampling method, which is the purposive sampling technique, 130 people with the minimum age of 17 years who live in Malang City and have purchased AQUA products were selected as the respondents. The research instrument underwent validity and reliability tests, while data quality was assessed using the classical assumption test, and the data analysis was conducted through multiple linear regression. All statistical processes, including the hypothesis testing, were performed using the Statistical Package for the Social Sciences (SPSS) version 30.0. The results suggest that green marketing has a positive but statistically insignificant effect on repurchase intention, whereas perceived value has a significant positive effect on repurchase intention]]>
<![CDATA[Skincare Branding Strategy: Social Media Marketing, Celebrity Endorsers, and Brand Identity ]]>
<![CDATA[Angela Evlyn]]>;
<![CDATA[Handrito, Radityo Putro]]>
<![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.2025.04.2.18
<![CDATA[The objective of this quantitative explanatory research is to identify the effects of social media marketing, celebrity endorser, and brand identity on the brand image of Skintific skincare. Using non-probability sampling method and purposive sampling technique, 410 Millennials and Generation Z with the minimum age of 18 years who know about the skincare brand and have accessed information about it, irrespective of whether they purchase the product, were selected as the respondents. The acquired data was analyzed through multiple linear regression in SPSS 29. The results demonstrate that social media marketing does not influence the brand image, that celebrity endorser positively and significantly affects the brand image, and that brand identity positively and significantly influences the brand image.]]>
<![CDATA[Revisit Intention in Rural Tourism: The Roles of Service Quality, Facilities, and Accessibility ]]>
<![CDATA[Kusuma, Gede Yogananta Surya]]>;
<![CDATA[Puspaningrum, Astrid]]>
<![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.2025.04.2.14
<![CDATA[Revisit Intention is a form of tourist loyalty, and loyalty is an important indicator of success in the development of tourism destinations that can have a long-term impact. Service quality is the level of service excellence provided to tourists so as to influence the intention to visit again. Tourist facilities make it easier to serve tourist activities or activities so as to encourage tourists' intention to visit again. Accessibility determines whether or not the location is easy for tourists to reach, thus influencing the intention to visit again. This study aims to analyze and explain the effect of service quality, facilities, and accessibility on the revisit intention of visitors to Penglipuran Tourism Village in Bangli Regency. This type of research is explanatory research. The sampling technique used in this study was non-probability sampling using purposive sampling method. The population in this study were tourists of Penglipuran Tourism Village and a sample of 160 respondents was obtained with the criteria that respondents were at least 17 years old and had visited Penglipuran Tourism Village. This study uses multiple linear analysis and the results show that facilities and accessibility have a significant influence on revisit intention, but service quality has no effect on revisit intention.]]>
<![CDATA[Understanding Consumer Loyalty to Revlon: An Empirical Study of Product Quality and Brand Image ]]>
<![CDATA[Salmadiva, Jacynda]]>;
<![CDATA[Rofiaty]]>
<![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.2025.04.2.08
<![CDATA[The objective of this research is to identify the effects of product quality and brand imageonthe loyalty of Revlon consumers in Mojokerto City. This quantitative explanatory studywasconducted to develop and validate the causal relationships between its variables through hypothesis testing. From the population of Revlon consumers residing in Mojokerto City, 110people were selected as the respondents through non-probability sampling methodandpurposive sampling technique. The research instruments have been tested for reliabilityandvalidity, and the acquired data was processed through multiple linear regression after passingthe classical assumption tests. All of the statistical processes were performed inIBMStatistics 25. This study finds that product quality positively and significantly influences the consumer loyalty and that brand image also positively and significantly affects the consumer loyalty. Based on the findings, it can be concluded that product quality and brandimagesimultaneously influence the loyalty of Revlon consumers in Mojokerto City.]]>
<![CDATA[The Role of Location, Product Quality, And Service Quality on Customer Satisfaction in The Culinary Sector ]]>
<![CDATA[Orlendo, Enosa khalfani]]>;
<![CDATA[kurniawati, Desi Tri]]>
<![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.2025.04.2.13
<![CDATA[The culinary sector plays a significant role in the tourism industry and serves as one of the key drivers of economic growth. In an increasingly competitive business landscape, prioritizing customer satisfaction is crucial for businesses to retain and foster customer loyalty. This research aims to determine the influence of location, product quality, and service quality on customer satisfaction. Method used in this research is quantitative, employing a survey approach with 120 respondents. The research results indicate a t-statistic significance value for Location < 0.05, leading to the conclusion that location has positive and significant effect on customer satisfaction. Subsequently, the t-statistic significance value for Product Quality < 0.05 suggests that product quality also has a positive and significant effect on customer satisfaction. However, the t-statistic significance value for Service Quality > 0.05 indicates that service quality does not have a significant effect on customer satisfaction. Based on the aforementioned, it can be concluded that Hypotheses 1 and 2 of this study are accepted, and Hypothesis 3 is rejected. These findings imply that restaurants need to pay attention to strategic location and good product quality, with the aim of creating customer satisfaction that can strengthen business sustainability in the culinary sector.]]>
