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<![CDATA[Influencer, Price Discount, and Product Quality: Their Impact on Impulse Buying Behavior of Millennial and Gen Z Consumers ]]>
<![CDATA[Pratono, Febrina Kinanti]]>;
<![CDATA[Prabandari, Sri Palupi]]>
<![CDATA[ Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 4 No. 4 (2025) ]]>
Publisher : <![CDATA[Fakultas Ekonomi dan Bisnis Universitas Brawijaya ]]>
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DOI: 10.21776/jmppk.2025.04.4.01.16
<![CDATA[Purpose – This study aims to determine the influence of influencers, price discounts, and product quality on impulse buying among Millennial and Generation Z TikTok Shop consumers in Malang City. Design/methodology/approach – This research uses a quantitative explanatory design. The sample consists of 150 respondents selected through non-probability purposive sampling from Millennial and Generation Z TikTok Shop users in Malang City who have made at least two transactions. Data were analyzed using IBM SPSS 26.0. Findings – The results show that influencers have a positive contribution to impulse buying, price discounts positively influence impulse buying, and product quality also positively contributes to impulse buying behavior. Originality/value – This study provides insight into the combined role of social influence, pricing strategy, and product quality in driving impulse buying behavior in short-video commerce platforms such as TikTok Shop.]]>
<![CDATA[The Influence Of Perceived Value, Price Perception And Social Influence on Skincare Purchase Decisions ]]>
<![CDATA[Alya Yanuar Putri]]>;
<![CDATA[Nugroho, Dian Ari]]>
<![CDATA[ Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 4 No. 4 (2025) ]]>
Publisher : <![CDATA[Fakultas Ekonomi dan Bisnis Universitas Brawijaya ]]>
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DOI: 10.21776/jmppk.2025.04.4.19
<![CDATA[Purpose – This study aims to analyze the effects of perceived value, price perception, and social influence on the purchasing decisions of Natasha skincare consumers in Malang City. Design/methodology/approach – This research uses a quantitative approach. Data were collected from 160 respondents through questionnaires distributed to Natasha skincare consumers in Malang. The analysis process includes validity and reliability testing, classical assumption tests, multiple linear regression analysis, and hypothesis testing. Findings – The results show that perceived value, price perception, and social influence significantly influence purchasing decisions. Among these variables, perceived value has the most dominant effect, followed by price perception and social influence, which also contribute positively but to a lesser extent. Originality/value – This study emphasizes the dominant role of perceived value in shaping skincare purchasing decisions within Indonesia’s highly competitive beauty industry, particularly in the context of Natasha consumers.]]>
<![CDATA[The Influence Of Entrepreneurial Orientation, Product Innovation, And Digital Marketing On Marketing Performance ]]>
<![CDATA[Syah, Fito Firman]]>;
<![CDATA[Puspaningrum, Astrid]]>
<![CDATA[ Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 4 No. 4 (2025) ]]>
Publisher : <![CDATA[Fakultas Ekonomi dan Bisnis Universitas Brawijaya ]]>
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DOI: 10.21776/jmppk. 2025.04.4.18
<![CDATA[Purpose – This study aims to identify the effects of entrepreneurial orientation, product innovation, and digital marketing on the marketing performance of micro F&B enterprises in Malang City. Design/methodology/approach – This research employs a quantitative explanatory design. The sample consists of 200 F&B business owners selected using probability sampling with a simple random sampling technique. Respondents are micro enterprise owners who have operated their businesses for more than four years and have applied digital marketing strategies. Data were analyzed using multiple linear regression. Findings – The results show that entrepreneurial orientation, product innovation, and digital marketing each have significant positive effects on marketing performance among micro F&B enterprises. Originality/value – This study highlights the combined role of entrepreneurial behavior, innovation, and digital marketing in improving marketing performance in Indonesia’s micro F&B sector, particularly in emerging local business contexts.]]>
<![CDATA[The Influence of Live-Streaming Commerce and Brand Recognition on The Intention to Purchase the Erigo Brand ]]>
<![CDATA[Matovani, Satria Rafi Athaullah]]>
<![CDATA[ Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 4 No. 4 (2025) ]]>
Publisher : <![CDATA[Fakultas Ekonomi dan Bisnis Universitas Brawijaya ]]>
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DOI: 10.21776/jmppk.2025.04.4.20
<![CDATA[Purpose – This study aims to examine the effect of live-streaming commerce and brand recognition on purchase intention of the “Erigo” brand through TikTok live shopping. Design/methodology/approach – This causal quantitative study involved 190 Erigo consumers in Malang City, selected using a non-probability sampling method. Data were analyzed using multiple linear regression. Findings – The results show that live-streaming commerce and brand recognition have a positive and significant effect on purchase intention. Live-streaming commerce is the most dominant factor influencing purchase intention, indicating that consumers tend to purchase during live shopping sessions on TikTok. Originality/value – This study highlights the growing role of live-streaming commerce as a dominant digital marketing strategy in influencing purchase intention in the fashion industry, particularly for local brands like Erigo. ]]>
<![CDATA[Impulse Buying Behavior: The Impact Of Store Atmosphere, Promotions, And Hedonic Shopping Motivations ]]>
<![CDATA[Batisuta, Jeremy Gabriel]]>;
<![CDATA[Hapsari, Raditha Dwi Vata]]>
<![CDATA[ Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 4 No. 4 (2025) ]]>
Publisher : <![CDATA[Fakultas Ekonomi dan Bisnis Universitas Brawijaya ]]>
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DOI: 10.21776/jmppk.2025.04.4.15
<![CDATA[Purpose – This study aims to analyze the influence of visual merchandising, sales promotion, and hedonic shopping motivation on impulse buying behavior among H&M store consumers. Design/methodology/approach – This research employs a quantitative descriptive approach. The population consists of H&M consumers, with a purposive sampling technique used to select respondents. The sample size was determined using Roscoe’s guideline and expanded to 160 respondents to improve representation. Data were analyzed using multiple linear regression with SPSS. Findings – The results indicate that visual merchandising has a significant positive effect on impulse buying behavior. Meanwhile, promotion and hedonic shopping motivation show weaker effects on impulse buying. Originality/value – This study integrates emotional, promotional, and visual factors into a single framework to explain impulse buying behavior in the fashion retail context, highlighting the dominant role of visual merchandising. ]]>
<![CDATA[The Role of Social Media in Building Brand Image: The Influence of Storytelling Marketing and User-Generated Content on Hmns Perfume ]]>
<![CDATA[Alfiaturrakhmania, Aisyah]]>;
<![CDATA[Awalil Fakhri, Erie]]>
<![CDATA[ Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 4 No. 4 (2025) ]]>
Publisher : <![CDATA[Fakultas Ekonomi dan Bisnis Universitas Brawijaya ]]>
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DOI: 10.21776/jmppk.2025.04.4.11
<![CDATA[Purpose – This study aims to identify the effects of storytelling marketing and user-generated content on the brand image of HMNS, a local perfume brand in Indonesia, among followers of the Instagram account @hmns.id. Design/methodology/approach – This quantitative research involved 120 respondents selected from a population of 140 individuals who met the sample criteria. Data were collected through online questionnaires and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). Findings – The results show that both storytelling marketing and user-generated content have a positive and significant effect on brand image, with storytelling marketing being the more dominant factor. Storytelling marketing helps build emotional connections and strengthens functional, symbolic, and experiential brand image dimensions, while user-generated content enhances credibility and supports online brand community development. Originality/value – This study highlights the combined influence of storytelling marketing and user-generated content on brand image in the Indonesian local perfume industry, particularly within social media-based branding strategies, an area that remains underexplored.]]>
<![CDATA[Building Digital Loyalty: The Power of Customer Experience and E-Service Quality ]]>
<![CDATA[Almas, Idan]]>
<![CDATA[ Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 4 No. 4 (2025) ]]>
Publisher : <![CDATA[Fakultas Ekonomi dan Bisnis Universitas Brawijaya ]]>
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DOI: 10.21776/jmppk.2025.04.4.21
<![CDATA[Purpose – This study aims to analyze the influence of brand image, customer experience, and e-service quality on customer loyalty among users of the By.U digital internet service in Malang City. Design/methodology/approach – This quantitative research examines causal relationships between variables using hypothesis testing. The sample consists of 100 respondents selected through non-probability purposive sampling. Respondents were users aged at least 17 years, living in Malang City, and had subscribed to By.U at least twice. Data were analyzed using SPSS 24. Findings – The results show that brand image has a positive but not significant effect on customer loyalty. Customer experience and e-service quality both have positive and significant effects on customer loyalty. Originality/value – This study highlights that in digital internet services, customer loyalty is driven more strongly by customer experience and e-service quality than by brand image, offering practical insights for improving customer retention strategies.]]>
<![CDATA[From Trust to Loyalty: The Mediating Role of Customer Satisfaction in ShopeePay Reuse Intention ]]>
<![CDATA[Pardede, Jeremy Anggi]]>;
<![CDATA[Hendrawan, Dimas]]>
<![CDATA[ Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 4 No. 4 (2025) ]]>
Publisher : <![CDATA[Fakultas Ekonomi dan Bisnis Universitas Brawijaya ]]>
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DOI: 10.21776/jmppk.2025.04.4.17
<![CDATA[Purpose – This study aims to determine and analyze the effect of trust on reuse intention, with customer satisfaction as an intervening variable among ShopeePay e-wallet users in Malang City. Design/methodology/approach – This research uses a quantitative explanatory design to test causal relationships among variables. The sample consists of 163 respondents collected through online questionnaires. Data were analyzed using Partial Least Squares (PLS) with SmartPLS version 4.0. Findings – The results show that trust has a significant effect on reuse intention. Trust also significantly influences customer satisfaction, and customer satisfaction significantly affects reuse intention. In addition, customer satisfaction acts as a significant mediating variable between trust and reuse intention. Originality/value – This study contributes to digital payment literature by highlighting the mediating role of customer satisfaction in the relationship between trust and reuse intention in e-wallet services. ]]>
<![CDATA[Urge To Buy Impulsively Among Generation Z: The Influence Of Visual Appeal And Portability With Hedonic Browsing As A Mediating Variable ]]>
<![CDATA[Fakhriyah, Widya Shafanisa]]>;
<![CDATA[Ismail, Taufiq]]>
<![CDATA[ Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 4 No. 4 (2025) ]]>
Publisher : <![CDATA[Fakultas Ekonomi dan Bisnis Universitas Brawijaya ]]>
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DOI: 10.21776/jmppk.2025.04.4.07.
<![CDATA[Purpose – This study aims to examine the influence of visual appeal and portability on the urge to buy impulsively on the Shopee application, with hedonic browsing as a mediating variable among Generation Z users. Design/methodology/approach – This research uses a quantitative explanatory design. A total of 130 Generation Z Shopee users were selected using non-probability judgment sampling. Data were collected through an online questionnaire and analyzed using Partial Least Squares – Structural Equation Modeling (PLS-SEM) with SmartPLS. The analysis included outer model testing, inner model testing, and hypothesis testing. Findings – The results show that hedonic browsing has a positive and significant effect on the urge to buy impulsively. Visual appeal and portability also have a positive and significant effect on hedonic browsing. Additionally, visual appeal directly influences the urge to buy impulsively, and hedonic browsing mediates the relationship between visual appeal and impulsive buying intention. Originality/value – This study highlights the role of hedonic browsing as a key mediating factor in shaping impulsive buying behavior in e-commerce, particularly through application design elements such as visual appeal and portability.]]>
<![CDATA[Unlocking User Satisfaction: The Dynamic Impact of Service Quality, Brand Image, and Promotion on Gojek and Maxim ]]>
<![CDATA[Lionthiene, Via]]>;
<![CDATA[Rohman, Fatchur]]>
<![CDATA[ Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 4 No. 4 (2025) ]]>
Publisher : <![CDATA[Fakultas Ekonomi dan Bisnis Universitas Brawijaya ]]>
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DOI: 10.21776/jmppk.2025.04.4.05
<![CDATA[Purpose – This study aims to determine the influence of service quality, brand image, and promotion on customer satisfaction among users of Gojek and Maxim online transportation services in Malang City. Design/methodology/approach – This research uses a quantitative explanatory design. The sample consists of 300 respondents, divided into 150 Gojek users and 150 Maxim users. Respondents were selected using non-probability purposive sampling with criteria of being at least 18 years old, having used the service more than once, and residing in Malang City. Data were analyzed using SPSS 25.0 through ANOVA and multiple linear regression analysis. Findings – The results show that service quality has a positive and significant effect on customer satisfaction for Gojek users, while it has no significant effect for Maxim users. Brand image has a positive and significant effect on customer satisfaction for both Gojek and Maxim users. Promotion has a positive and significant effect on customer satisfaction for Gojek users, while it has no significant effect for Maxim users. Originality/value – This study provides a comparative perspective between two ride-hailing services, highlighting differences in how service quality and promotion influence customer satisfaction across platforms in the same market.]]>
