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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. 3 (2025)" : 25 Documents clear
The Influence of Customer Experience on Interest in Purchasing Game Items on Mobile Legends Mediated by User Game Engagement Saputra, Dimas Candra; Parwati, Kardina Yudha
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 4 No. 3 (2025)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/jmppk.2025.04.3.11

Abstract

Increasing competition in the mobile gaming industry requires companies to continue innovating in order to maintain user interest. Mobile Legends, as one of the most popular games, faces the challenge of declining revenue and user numbers, indicating the need for a new approach to increasing in-game item purchases. This study aims to investigate the influence of customer experience on the intention to purchase game items in Mobile Legends, mediated by user game engagement. The research method used is quantitative with an explanatory approach. This study employs a sample of 210 respondents through an online questionnaire distribution. Respondents were Mobile Legends users in Indonesia who had played the game within the past six months and were at least 18 years old. Data analysis in this study used Partial Least Square (PLS) with the SmartPLS 4.1 programme. The results showed that customer experience had a positive and significant effect on the interest in purchasing game items and on user game engagement. Additionally, user engagement also has a positive and significant effect on the intention to purchase game items. These findings indicate that user engagement acts as a partial mediator in the relationship between customer experience and the intention to purchase game items. The managerial implications of this study highlight the importance of enhancing user experience and engagement within the game to drive the intention to purchase game items.
Purchase Decisions Influenced by Product Quality, Price Perception, and Service Quality Yuwanna, Indy; Tarigan, Chatarina Yunita
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 4 No. 3 (2025)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/jmppk.2025.04.3.09

Abstract

The increasing competition in the coffee shop industry has encouraged local businesses to continuously improve their product and service quality to meet consumer expectations. This study aims to examine the influence of product quality, price perception, and service quality on consumers who had visited Kopi Pintu Taman at least once or twice. Data were collected using a structured questionnaire and analyzed through multiple linear regression using SPSS 25. the findings indicate that all three variables have a significant and positive impact on purchasing decisions, with product quality being the most dominant factor. These results imply that small and medium sized coffee shop businesses must maintan high product standards, fair pricing, and consistent service to enhance cosumer satisfaction and remain competitive. This research provides insights for practitioners in the food and beverage sector and contributes to the existing literature by highlinghting consumer behavior in local coffee shop contexts.  
Assessing Salesperson Performance through Selling Capability and Experience Sirait, Johanes Christanto Hasian; Ismail, Taufiq
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 4 No. 3 (2025)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/jmppk.2025.04.3.07

Abstract

This study aims to examine the effect of Adaptive Selling Capability, Customer Networking Capability, and Sales Experience on Salesperson Performance. Employing a quantitative approach, the study involved 73 salespersons from Project ABC at PT. XYZ was selected through census sampling. Primary data were collected via questionnaires and analyzed using SPSS version 26. The findings reveal that all three independent variables significantly and positively affect salesperson performance. This suggests that greater adaptability in sales approaches, stronger customer networking capabilities, and broader sales experience contribute to enhanced performance. This research offers valuable insights for companies aiming to improve their sales force and contributes to the body of knowledge in sales management, particularly in the B2B pharmaceutical industry context.
The Influence of Social Media Marketing, Brand Trust, and Service Quality on The Decision to Use Herlangga, I Wayan Bayu; Firdausiah, RR Ayu
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 4 No. 3 (2025)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/jmppk. 2025.04.3.08.

Abstract

The growth of the tourism sector in Bali has significantly increased the demand for transportation services, particularly car rentals. PT Purarentcar Bali, as one of the service providers, faces challenges in maintaining competitiveness amidst fluctuating customer numbers and intense market competition. Given the intense competition in the car rental market, it is urgent for PT Purarentcar Bali to continually strengthen these aspects in order to stay ahead of competitors and enhance their market share. This study aims to analyze the influence of social media marketing, brand trust, and service quality on consumers' usage decisions regarding car rental services at PT Purarentcar Bali. This research employs a quantitative approach with an explanatory research design. The sampling technique used is purposive sampling, involving 120 respondents who have previously used the services of PT Purarentcar Bali. Data were collected through online questionnaires and analyzed using multiple linear regression, supported by validity tests, reliability tests, classical assumption tests, t-tests, F-tests, and the coefficient of determination (R²). The results show that social media marketing, brand trust, and service quality have a positive and significant effect on usage decisions. These three variables simultaneously contribute to increasing consumer decisions in choosing car rental services at PT Purarentcar Bali. Based on these findings, it can be concluded that effective social media marketing strategies, strong brand trust, and high service quality are key factors that drive consumer decisions to use car rental services. Therefore, the company is advised to continuously optimize these three aspects to enhance customer loyalty and satisfaction. In addition, the company should consider implementing loyalty programs and gathering continuous feedback from customers to further improve service quality and customer experience.
Understanding Generation Z's Intentions To Apply For Jobs Through Employer Attractiveness, Corporate Reputation, and Social Media Maulinda, Liestya Dwi; Aryati, Ana Sofia
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 4 No. 3 (2025)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/jmppk. 2025.04.3.04.

Abstract

The fierce "war for talent" and the unique expectations of digital-native cohorts pose a significant challenge for corporate recruitment, creating an urgent need to understand the key drivers of job application intention. This study aims to analyze the influence of employer attractiveness, corporate reputation, and social media on the intention to apply for jobs among Generation Z. This study employs a quantitative approach with a causal research design. The population consists of 1,043 final-year students from the Faculty of Economics and Business, Universitas Brawijaya, with a sample of 104 respondents selected through a simple random sampling technique. Data were collected via a questionnaire and analyzed using multiple linear regression. The results indicate that employer attractiveness, corporate reputation, and social media each have a positive and significant influence on the intention to apply for a job, with social media emerging as the most dominant factor. The novelty of this research lies in its integrated model that confirms the primacy of digital channels in shaping the career decisions of Gen Z. The findings imply that companies must prioritize authentic social media strategies, while universities need to equip students with digital literacy skills for the modern job market.

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