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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 25 Documents
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Search results for , issue "Vol. 4 No. 2 (2025)" : 25 Documents clear
Implementation of Clustering Based on Perceived Value in Determining Consumer Segmentation Hakim, Muhammad Adam Daffa Al; Hussein, Ananda Sabil
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 4 No. 2 (2025)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/jmppk.2025.04.2.10

Abstract

 Amidst the increasing competition in the optical business in Palembang City, companies must develop and implement effective marketing strategies to survive in a competitive market. Therefore, marketing strategies need to be developed using a structured and data-based approach so that companies are able to understand consumer behavior and preferences. This problem-solving study aims to analyze consumer segmentation of Cinta Kacamata, an optical shop that is the object of the study, using the cluster analysis method. Through cluster analysis, this study successfully identifies four consumer clusters with different characteristics in choosing and buying eyeglass products. Understanding the differences in characteristics of each cluster helps the company develop a more specific and relevant marketing strategy, in accordance with its segmentation, targeting, and positioning. The right strategy allows Cinta Kacamata to increase competitiveness, attract more customers, and maintain consumer loyalty. Thus, the results of this study serve as the basis for the company to make strategic decisions to increase marketing effectiveness and business growth amidst increasingly tight competition.
Effects of Digital Marketing and Branding Elements on Skincare Buying Decisions Salsabila, Raihan; Firdausiah, RR Ayu
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 4 No. 2 (2025)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/jmppk.2025.04.2.02

Abstract

The cosmetics industry in Indonesia is experiencing rapid growth, leading to intense competition among local brands. As a result, companies must understand the factors that influence consumer behavior, particularly in purchasing decisions. This study aims to investigate the impact of digital marketing, brand image, and brand preference on the purchasing decisions of Generation Z for Avoskin skincare products. The population in this study consists of individuals born between 1997 and 2012 (Generation Z) who reside in Indonesia and use Avoskin skincare products. Data for this quantitative study were collected through an online survey of 150 respondents selected using purposive sampling based on those criteria. Multiple linear regression analysis using IBM SPSS 24 reveals that digital marketing, brand image, and brand preference each have a significant influence on buying decisions, both simultaneously and partially. These findings underscore the significance of digital communication strategies and effective brand image development in shaping preferences and influencing buying decisions among consumers, particularly those in digitally native age groups such as Generation Z.
Enhancing Behavioral Intention Through Improved Perceived Quality and Visitor Satisfaction Abdullah, Mohammad Naufal Fauzan; Prameka, Adelia Shabrina
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 4 No. 2 (2025)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/jmppk.2025.04.2.09

Abstract

Efforts to increase customer satisfaction and create positive perceptions of the quality of a product or service offered. This decline is indicated by less than optimal customer satisfaction with the facilities and services provided. This explanatory quantitative study aims to analyze the influence of perceived quality on behavioral intention and visitor satisfaction, the influence of visitor satisfaction on behavioral intention, and the influence of perceived quality on behavioral intention through visitor satisfaction in the context of visitors to Speed Lane Go Karting. The sample consisted of 100 respondents selected using accidental sampling. The data were analyzed using path analysis, which shows that perceived quality influences behavioral intention, that perceived quality influences visitor satisfaction, that visitor satisfaction influences behavioral intention, and that perceived quality affects behavioral intention through visitor satisfaction. Therefore, it can be concluded that an improvement in perceived quality increases satisfaction, which in turn drives visitors’ positive behavioral intention. The novelty of this research is the use of visitor satisfaction as an intervening factor in the influence of perceived quality on behavioral intention. The practical implications of this research include the need to pay attention to the quality of services and facilities provided to visitors, including the completeness and security of gaming facilities, as well as customer comfort, which need to be continuously monitored and evaluate.  
Service Quality Determinants of Customer Satisfaction: Evidence from a Logistics Company Ar Rozii, Rosyad Erdi; Jiwa Juwita, Himmiyatul Amanah
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 4 No. 2 (2025)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/jmppk.2025.04.2.24

Abstract

The increasingly fierce competition in the logistics service industry has made service quality a crucial factor in creating competitive advantage and improving customer satisfaction. PT Karunia Indah Delapan Expres, Ngawi Branch, as one of the players in this industry, faces challenges in maintaining and increasing revenue, which is believed to be caused by low customer satisfaction with the services provided by the company. This quantitative explanatory study aims to analyze the influence of service quality on customer satisfaction using the five SERVQUAL dimensions: tangibles, reliability, responsiveness, assurance, and empathy. The data were collected through questionnaires distributed to 60 respondents and analyzed using multiple linear regression. The results show that tangibles, reliability, responsiveness, and empathy simultaneously have a significant influence on customer satisfaction, while assurance does not have a significant effect. Partially, reliability and empathy are the most dominant dimensions influencing customer satisfaction. These findings indicate that consistent service improvement and personal attention are key factors in building customer satisfaction and loyalty in the delivery service sector.
Bridging Soft Skills and Employability: The Mediating Role of Internship Practices in Developing Future Hospitality Talents Penggalih, Gibran Bening; Hakim, Abdurrahman
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 4 No. 2 (2025)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/jmppk.2025.04.2.01

Abstract

This study aims to analyze the influence of soft skills on the employability skills of hospitality students in Indonesia, with internship practices as a mediating variable. Employing a quantitative approach through a survey of 150 hospitality students and alumni, the data were analyzed using Structural Equation Modeling-Partial Least Square (SEM-PLS). The findings reveal that soft skills have a positive and significant effect on employability skills, both directly and indirectly through internship practices. Emotional intelligence, teamwork, and time management emerged as the most influential dimensions of soft skills in enhancing work readiness. Well-structured and experience-based internships were found to effectively transform soft skills into practical workplace competencies. This study offers theoretical implications for the development of vocational education curricula and practical implications for the hospitality industry in designing strategic and responsive internship programs aligned with labor market demands.

Page 3 of 3 | Total Record : 25

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