Articles
24 Documents
Search results for
, issue
"Vol. 4 No. 4 (2025)"
:
24 Documents
clear
<![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 ]]>
Show Abstract
|
Download Original
|
Original Source
|
Check in Google Scholar
|
DOI: 10.21776/jmppk.2025.04.4.01.16
<![CDATA[This research aims to determine the influence of Influencers, Price Discounts, and Product Quality on Impulse Buying among Generation Millennial and Generation Z TikTok Shop consumers in Malang City. The influence intended in this research is the influence that occurs either directly or indirectly between the independent variable and the dependent variable. This type of research is explanatory research using a quantitative approach. The sampling technique used was non-probability sampling with a purposive method for 150 respondents who came from the generation millennial and generation Z TikTok Shop consumer population in Malang City and had made transactions at least twice or more. The data analysis used was IBM SPSS 26.0. The results of this research explain that influencers can make a positive contribution to encouraging an increase in impulse buying, price discount is able to make a positive contribution to increasing impulse buying, and product quality builds a positive relationship contribution to increasing impulse buying.]]>
<![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 ]]>
Show Abstract
|
Download Original
|
Original Source
|
Check in Google Scholar
|
DOI: 10.21776/jmppk.2025.04.4.19
<![CDATA[The beauty industry in Indonesia has shown significant growth, as recorded by BPOM RI, with the number of cosmetic companies increasing by 21.9% in 2023. The high growth rate of the cosmetics and skincare industry has triggered tight business competition. This research aims to analyze the effects of perceived value, price perception, and social influence on the decision of Natasha’s consumers in Malang to purchase the brand’s skincare products. The data of this quantitative research was harvested from questionnaires distributed to the brand’s 160 consumers. The data analysis includes validity and reliability tests, classical assumption tests, multiple linear regression analysis, and hypothesis testing. This study finds that perceived value, price perception, and social influence significantly affects the consumers’ decision to purchase the skincare products, that perceived value has the most dominant influence compared to other variables, and that price perception and social influence also contribute positively to the purchasing decision although their influences are not as strong as the influence of perceived value. These findings indicate that the value perceived by consumers plays an important role in determining their purchasing decisions.]]>
<![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 ]]>
Show Abstract
|
Download Original
|
Original Source
|
Check in Google Scholar
|
DOI: 10.21776/jmppk. 2025.04.4.18
<![CDATA[Micro enterprises in the F&B sector have become an industry with crucial roles in Indonesia’s economy. One of the ways to measure the success of micro enterprises in the F&B sector is by considering their marketing performance. It is a useful concept for assessing to which extent an enterprise markets its product. The objective of this research is to identify the effects of entrepreneurial orientation, product innovation, and digital marketing on the marketing performance of micro enterprise owners in the F&B sector in Malang City. Using probability sampling and simple random sampling, 200 F&B business owners who have run their business for more than four years and applied digital marketing were selected as the respondents. The results of the multiple linear regression analysis indicate that entrepreneurial orientation, product innovation, and digital marketing have significant influences on marketing performance.]]>
<![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 ]]>
Show Abstract
|
Download Original
|
Original Source
|
Check in Google Scholar
|
DOI: 10.21776/jmppk.2025.04.4.20
<![CDATA[This study aims to examine the effect of live-streaming commerce and brand recognition on the intention to purchase the “Erigo” brand through the TikTok live shopping. The background of this study is the advancement of technology in marketing, enabling business actors to utilize new media in promotional activities, specifically live-streaming commerce on TikTok. The sample of this causal quantitative study comprised 190 Erigo consumers in Malang City, East Java, selected using a non-probability sampling method. The results of the multiple linear regression analysis indicate that live-streaming commerce and brand recognition have a significant and positive effect on purchase intention. Thus, live-streaming commerce and brand recognition enhance the purchase intention of Erigo brand consumers in Malang City. Additionally, live-streaming commerce has a dominant influence on the purchase intention of Erigo products, suggesting that Erigo consumers in Indonesia are inclined to make purchases while watching live shopping sessions on TikTok. Based on these findings, the Erigo company is expected to be more responsive to technological advancements in marketing and leverage social media to boost product sales.]]>
<![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 ]]>
Show Abstract
|
Download Original
|
Original Source
|
Check in Google Scholar
|
DOI: 10.21776/jmppk.2025.04.4.15
<![CDATA[Impulse buying behavior has become increasingly relevant in modern retail, especially in the fashion sector, where visual and emotional cues strongly influence consumer decisions. This study aims to analyze the influence of visual merchandising, sales promotion, and hedonic shopping motivation on impulse buying behavior. A quantitative descriptive approach was applied. The population in this study includes all consumers of H&M stores. The sampling technique used is non-probability sampling with a purposive sampling method. This research examines four variables: hedonic shopping motivation, promotion, visual merchandising, and impulse buying. According to the guidelines proposed by Roscoe (1975) in Sekaran & Bougie (2020), the minimum sample size is 10 times the number of variables (10 × 4 = 40 respondents). However, to enhance population representation, the sample size was increased to 160 respondents (based on 10 × 16 indicators = 160). Data were analyzed using multiple linear regression with SPSS software. The results show that visual merchandising has a significant positive effect on impulse buying behavior. In contrast, promotion and hedonic motivation show weaker influences. The novelty of this study lies in integrating emotional, promotional, and visual factors into a single analytical framework. The implication suggests that retailers should prioritize visual strategies to stimulate unplanned purchasing behavior.]]>
<![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 ]]>
Show Abstract
|
Download Original
|
Original Source
|
Check in Google Scholar
|
DOI: 10.21776/jmppk.2025.04.4.11
<![CDATA[The objective of this research is to identify the effects of storytelling marketing and user-generated content on the brand image of HMNS, a local perfume brand dominating Indonesian market, among the Instagram account followers of @hmns.id. From 140 population members, 120 people meeting the sample criteria were involved as respondents. The data of this quantitative study was harvested via online questionnaires, analyzed using SEM-PLS. The results demonstrate that storytelling marketing and user-generated content positively and significantly influence the image of the brand and that the former variable is more dominant in affecting the brand image than the latter. Further, storytelling marketing enables HMNS to create appealing narratives and create emotional bonds with the consumers, creating functional, symbolic, and experiential brand image. User-generated content helps the establishment and elucidation of the brand’s image, becoming a credible information source directly produced and shared by its consumers. Additionally, such content digitally strengthens the community of HMNS perfume consumers. Therefore, both strategies are effective to be applied in perfumery and similar industries in the field of digital marketing via social media.]]>
<![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 ]]>
Show Abstract
|
Download Original
|
Original Source
|
Check in Google Scholar
|
DOI: 10.21776/jmppk.2025.04.4.21
<![CDATA[Amid the intense competition in Indonesia's digital service industry, understanding the factors that influence customer loyalty is crucial for companies to maintain their market presence. This study aims to analyze the influence of brand image, customer experience, and e-service quality on customer loyalty. This is a quantitative research using data collection and analysis tools designed to explain causal relationships between research variables through hypothesis testing. The sampling technique used was non-probability sampling, specifically purposive sampling. The sample consisted of 100 respondents who were at least 17 years old, users of the By.U digital internet service, residing in Malang City, and had subscribed to the service at least twice. The data was processed using SPSS 24. The hypothesis testing results show that (1) brand image has a positive but not significant effect on customer loyalty, (2) customer experience has a positive and significant effect on customer loyalty, and (3) e-service quality has a positive and significant effect on customer loyalty. These findings offer strategic insights for digital service providers to enhance service quality and customer experience in order to build long-term loyalty. The practical implication is that companies should prioritize strengthening customer experience and e-service quality as key strategies to retain their customer base. ]]>
<![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 ]]>
Show Abstract
|
Download Original
|
Original Source
|
Check in Google Scholar
|
DOI: 10.21776/jmppk.2025.04.4.17
<![CDATA[Reuse intention is a person's intention to reuse a product or service. In the context of technology, there are various factors that influence users to reuse a product or service. This study aims to determine and analyze the effect of the trust variable on the reuse intention variable with customer satisfaction as an intervening variable on ShopeePay e-wallet service users in Malang City. This type of research is explanatory research which aims to test hypotheses related to various variables to find cause and effect. This study used a sample of 163 respondents obtained through distributing questionnaires online. The data analysis technique used is Partial Least Square with the Smart PLS version 4.0 program. The results of this study indicate that the trust variable has a significant influence on reuse intention. Trust variables also have a significant influence on customer satisfaction. The customer satisfaction variable has a significant influence on reuse intention. Furthermore, the customer satisfaction variable has a significant influence as an intervening variable between the trust variable and the reuse intention variable on ShopeePay users in Malang City.]]>
<![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 ]]>
Show Abstract
|
Download Original
|
Original Source
|
Check in Google Scholar
|
DOI: 10.21776/jmppk.2025.04.4.07.
<![CDATA[To improve the effectiveness of marketing strategies, it is essential to understand the factors that drive impulsive behavior, such as visual appeal and portability. This quantitative explanatory study investigates the influence of visual appeal and portability on the urge to buy impulsively on the Shopee application, with hedonic browsing as a mediating variable. Using a non-probability sampling method with judgment sampling, 130 Generation Z Shopee users were selected as respondents. The data were collected through an online questionnaire and analyzed using Partial Least Squares – Structural Equation Modeling (PLS-SEM) with SmartPLS to examine the relationships among variables and determine their structural positions. Through outer model testing, inner model testing, and hypothesis testing, this study reveals that (1) hedonic browsing has a significant positive effect on the urge to buy impulsively, (2) visual appeal and (3) portability significantly and positively affect hedonic browsing, (4) visual appeal has a significant positive effect on the urge to buy impulsively, and (5) hedonic browsing mediates the indirect effect of visual appeal on the urge to buy impulsively. These findings enable marketers and e-commerce developers to optimize the visual appeal and portability of applications to create an enjoyable shopping experience that encourages impulsive purchasing behavior. ]]>
<![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 ]]>
Show Abstract
|
Download Original
|
Original Source
|
Check in Google Scholar
|
DOI: 10.21776/jmppk.2025.04.4.05
<![CDATA[This research aims to determine the influence of services quality, brand image, and promotion on customer satisfaction. This research uses an explanatory research type with a quantitative method. The sampling technique used is non-probability sampling with a purposive method applied to 300 respondents, dividen into 150 respondents for Gojek and 150 respondents for Maxim. The characteristics include using Gojek or Maxim online transportation services more than once, being 18 years old or older, and residing in Malang City. This research uses a sample data of 300 from the population of Gojek and Maxim customers in Malang City. The analysis used is IBM SPSS 25.0. This research employs SPSS 25 software by conducting ANOVA and multiple linear regression analysis. The results show that services quality partially has a positive and significant effect on customer satisfaction Gojek, while at Maxim partially service quality has no effect on customer satisfaction. Brand image partially has a positive and significant effect on customer satisfaction Gojek and Maxim. Promotion partially has a positive and significant effect on customer satisfaction Gojek, while at Maxim partially promotion has no effect on customer satisfaction.]]>
