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<![CDATA[The Influence of Brand Image, Product Quality, And Price on Purchase Intention for Skintific Products ]]>
<![CDATA[Diana Nurfita]]>;
<![CDATA[Basuki, Ananto]]>
<![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.2025.04.4.13
<![CDATA[This study aims to determine the influence of brand image, product quality, and price on the purchase intention of Skintific products. This is an explanatory research study that explains the causal relationship between variables through hypothesis testing. A sample of 84 respondents was obtained using a non-probability sampling technique with a purposive sampling method. The data used were primary data collected from questionnaires using a five-point Likert Scale. The analysis tool used was the Statistical Package for the Social Sciences (SPSS) to perform validity, reliability, classical assumption, and multiple linear regression tests. The findings of the study show that brand image, product quality, and price each have a positive and significant effect on purchase intention. Furthermore, brand image, product quality, and price simultaneously have a significant effect on purchase intention. This research suggests that the Skintific brand should make brand image, product quality, and price its main strategy in an effort to attract consumer purchase intention and win the competition.]]>
<![CDATA[The Effect of Perceived Value, Brand Trust, And Advertising on Purchase Decision ]]>
<![CDATA[Azzahra, Farah]]>;
<![CDATA[Firdausiah, RR. Ayu]]>
<![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.2025.04.4.12
<![CDATA[The internet has become a primary need for Indonesians, including for listening to music online through platforms such as Spotify, which offers premium service. This explanatory quantitative study aims to determine the effect of perceived value, brand trust, and advertising on purchase decision for Spotify Premium service. The population of this study is all Spotify Premium users in Malang City. This study using a non-probability sampling method with purposive sampling techniques. The respondents of this study involved 160 college students in Malang City who are Generation Z, aged 17 or older, have purchased Spotify Premium service at least once, and have seen digital advertisements for this service at least once. The data, analyzed using multiple linear regression in SPSS 25, show that perceived value, brand trust, and advertising have a positive and significant influence on the purchase decision of Generation Z students in Malang City regarding Spotify Premium service. ]]>
<![CDATA[Integrating Artificial Intelligence and Digital Marketing to Enhance The Customer Experience of Spotify Users ]]>
<![CDATA[Firjatullah, Naufal Arya]]>;
<![CDATA[Suryadi, Nanang]]>
<![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.2025.04.4.10
<![CDATA[The objective of this quantitative explanatory research is to identify the effects of artificial intelligence and digital marketing on customer experience. Using purposive sampling technique, 120 Spotify users with the minimum age of 17 years, either male or female, who have used artificial intelligence, and have seen the digital marketing of the application via social media were selected as the respondents. The data was harvested from Likert questionnaires and analyzed using multiple linear regression. These findings indicate that there are two variables with positive and significant effects on the customer experience: artificial intelligence and digital marketing. Therefore, Spotify is suggested to regularly make innovations on features that uses artificial intelligence, to enhance its marketing strategies by increasing activities in social media such as Instagram, Twitter, and TikTok to share appealing contents, and to be involved in trends popular among younger audiences. Additionally, it is also suggested that Spotify conduct their marketing campaigns by directly involving its users.]]>
<![CDATA[From Clicks to Carts: How Sales Promotion, Price, and Ease of Use Drive Purchase Decisions on Shopee ]]>
<![CDATA[Rizqi, Muhammad Firman]]>
<![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.2025.04.4.25
<![CDATA[The study aims to analyze the influence of sales promotion, prices, and perceived ease of use in app use or perceived ease of use on purchase decisions on shopee applications. The data used in this study was obtained from questionnaires (primary). The sampling method uses purposive sampling method. The number of samples used by 125 students of the Faculty of Economics and Business University of Brawijaya. The analysis method used is the descriptive analysis method and Double Linear Regression analysis with the IBM SPSS for windows application. The findings of the study suggest that sales promotion factors, prices and perceptions of ease in application use have a positive and significant effect on purchase decisions on shopee applications. Based on the results of the anova test and regression coefficient (Standardized Coefficients Beta) showed that the variable sales promotion, price and perceived ease of use proved significantly positively affect the purchase decision on the shopee app with a value of p <0.05, meaning all hypotheses were accepted in the study. From the results of this research, Shopee can use several strategies to improve purchasing decisions for its consumers, including improving promotional strategies, transparent pricing policies, improving user experience, focusing on product quality and sustainable market research.]]>
<![CDATA[How Perceived Price and Value Affect Purchases in Ping Ping Thai Tea Business ]]>
<![CDATA[Saraswati, Putu Diva Pradnya]]>;
<![CDATA[Yulianti, Ida]]>
<![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.2025.04.4.08
<![CDATA[Understanding consumer behavior in purchasing decisions is essential for business success, particularly in the highly competitive food and beverage (F&B) industry. Ping Ping Thai Tea, a micro, small, and medium enterprise (MSME) in this sector, has faced challenges in increasing purchase decisions due to product limitations. Benchmarking against several competitors reveals two key factors influencing purchase decisions: perceived value and perceived price. This quantitative study aims to analyze the influence of perceived value and perceived price on consumer purchase decisions at Ping Ping Thai Tea. The data were collected through questionnaires distributed to 191 consumers and analyzed using multiple linear regression. The findings show that the t-value for perceived price is 2.858 with a significance value of 0.001, indicating that a higher perceived price increases purchase decisions. Similarly, the t-value for perceived value is 10.967 with a significance value of 0.005, indicating that a higher perceived value also increases purchase decisions. Therefore, maintaining affordable pricing can enhance perceived price, while improving service convenience can strengthen perceived value.]]>
<![CDATA[A Green Advertising Wuling on Purchase Intention Mediated by Perceived Value and Attitude ]]>
<![CDATA[Yumna, Atika]]>
<![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.2025.04.4.23
<![CDATA[The objective of this research is to identify the effect of green advertising on the purchase intention of Wuling consumers, with green perceived value and green product attitude as mediating variables. This study uses the explanatory type to explain the relationship between dependent and independent variables. The sample in this research consisted of 105 respondents from the population of Wuling brand consumers in Surabaya City, selected using the probability sampling method. The data analysis was conducted using SmartPLS 3. The results show that green advertising does not have a significant direct effect on purchase intention. However, green advertising has a significant effect on green perceived value and green product attitude, which in turn positively affects purchase intention. Based on these findings, it can be concluded that green advertising can indirectly influence purchase intention through green perceived value and green product attitude.]]>
<![CDATA[The Influence of Fashion Trends, Product Quality, and Price Perception on Purchase Intention ]]>
<![CDATA[Andrian, Fery]]>
<![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.2025.04.4.22
<![CDATA[As one of the countries with the largest Muslim population in the world, Indonesia holds significant market potential in the Muslim fashion industry. The growing demand for fashion products that align with Islamic values has encouraged the development of local brands such as Modeco Busana. This study aims to analyze the influence of fashion trends, product quality, and price perception on purchase intention for Modeco Busana products. The sample of this explanatory quantitative research consisted of 161 respondents selected using purposive sampling with the criteria of being over 17 years old, aware of Modeco Busana, and residing in DKI Jakarta. The data were collected through questionnaires and analyzed using multiple linear regression in IBM SPSS 27. The results indicate that fashion trends, product quality, and price perception have a positive and significant influence on purchase intention for Modeco Busana products.]]>
<![CDATA[Investigating Repurchase Intention Through Perceived Value and Pricing Sensitivity ]]>
<![CDATA[Ismatullah, Azka Dani]]>;
<![CDATA[Handrito, Radityo Putro]]>
<![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.2025.04.4.06
<![CDATA[The increasing competition in the digital game store industry, driven by technological advancements, encourages companies to develop effective marketing strategies by first understanding the factors that influence user loyalty. This explanatory quantitative study aims to analyze and explain the effect of perceived value on repurchase intention among digital game store users in Indonesia, with price sensitivity as a moderating variable. The sample was selected using a non-probability sampling method with purposive sampling technique, acquiring 222 respondents. The respondents were users of Steam and/or Epic Games Store, residing in Indonesia, aged at least 18 years, and had made purchases through these platforms. The data were analyzed through hierarchical regression analysis using IBM SPSS version 26. The results show that perceived value has a positive and significant effect on repurchase intention. However, price sensitivity does not significantly affect repurchase intention, and it does not moderate the effect of perceived value on repurchase intention.]]>
<![CDATA[Pull Marketing and Aida Methode to Increase Brand Awareness and Interest ]]>
<![CDATA[Cahyani, Maulia Endah]]>;
<![CDATA[Hussein, Ananda Sabil]]>
<![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.2025.04.4.14
<![CDATA[This problem-solving research was motivated by the low level of brand awareness and customer interest in Kos Pak Mahfud, a women-only boarding house business located in Tegalgondo Village, Malang Regency. The business has relied solely on traditional marketing methods, resulting in unoccupied rooms and financial losses. This study aims to design and examine the implementation of a pull marketing strategy integrated with the AIDA method (Awareness, Interest, Desire, Action) to increase brand awareness and customer interest. The marketing strategy was formulated based on in-depth interviews with relevant informants. The developed marketing content was then tested on two sample groups: one group exposed to advertisements and a control group that was not exposed. The data were collected using Likert-scale questionnaires and analyzed to identify any significant differences in terms of awareness level and interest between the groups.]]>
<![CDATA[How Shopee Video Stimuli Influence Impulse Purchase Intention Mediated by Pleasure ]]>
<![CDATA[Khotimah, Kusnul]]>;
<![CDATA[Isharina, Ikhtiara Kaideni]]>
<![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.2025.04.4.04
<![CDATA[The growth of e-commerce in Indonesia is increasing due to the high internet usage. This phenomenon cannot be separated from the influence of people's lifestyles, including generation Z, who have a preference for making purchases online. This potential market has triggered competition between e-commerce companies in attracting consumers, especially through short videos. The SOR (Stimulus-Organism-Response) theory in this study is used to examine the effect of external stimuli in short videos such as informativeness, comments, Virtual Haptics, and price discount on impulse purchase intentions mediated by pleasure. This study uses purposive sampling method. Respondents of this study were 243 people taken from the population of generation Z Shopee video users who watched fashion products. Researchers conducted data analysis using Partial Least Square (PLS) with SmartPLS 3 software. The results showed that comments, Virtual Haptics, and price discount had a significant effect on pleasure, which in turn significantly increased impulse purchase intentions. Meanwhile, informativeness has no significant effect on pleasure.]]>
