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<![CDATA[Building Brand Image and Increasing Purchase Intention through Content Marketing and Brand Ambassadors ]]>
<![CDATA[Rosul hasan, Mohammad adam]]>;
<![CDATA[Hapsari, Raditha]]>
<![CDATA[ Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 5 No. 2 (2026) ]]>
Publisher : <![CDATA[Fakultas Ekonomi dan Bisnis Universitas Brawijaya ]]>
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DOI: 10.21776/jmppk.2026.05.2.16
<![CDATA[Purpose – This study aims to examine the influence of influencers, price discounts, and product quality on impulse buying among Millennial and Generation Z consumers using TikTok Shop in Malang City. Specifically, it investigates the direct and indirect effects of these independent variables on impulse buying behavior. Design/Methodology/Approach – This study employed an explanatory research design with a quantitative approach. Data were collected from 150 Millennial and Generation Z TikTok Shop consumers in Malang City using non-probability purposive sampling. Respondents were required to have completed at least two transactions on TikTok Shop. The data were analyzed using IBM SPSS Statistics 26.0. Findings – The findings indicate that influencers have a positive effect on impulse buying behavior. Price discounts also contribute positively to increasing impulse buying, while product quality demonstrates a significant positive relationship with impulse buying among Millennial and Generation Z consumers. Originality/Value – This study contributes to the growing body of literature on consumer behavior in social commerce by examining the combined effects of influencers, price discounts, and product quality on impulse buying within the context of TikTok Shop. It provides practical insights for digital marketers and online sellers targeting Millennial and Generation Z consumers.]]>
<![CDATA[The Influence of Influencer Marketing, Product Quality, and Brand Image on Purchase Intention ]]>
<![CDATA[Fakhriyyah, Vika A'idah]]>;
<![CDATA[Rohman, Fatchur]]>
<![CDATA[ Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 5 No. 2 (2026) ]]>
Publisher : <![CDATA[Fakultas Ekonomi dan Bisnis Universitas Brawijaya ]]>
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DOI: 10.21776/jmppk.2026.05.2.24
<![CDATA[Purpose – This study aims to examine the influence of influencer marketing, product quality, and brand image on consumers’ purchase intention toward Facetology sunscreen products among people in the Greater Malang area. Design/Methodology/Approach – This study employed an explanatory research design with a quantitative approach. A non-probability sampling method with a purposive sampling technique was used to select 100 respondents from the Greater Malang community. The collected data were analyzed using multiple linear regression with IBM SPSS Statistics 27.0. Findings – The results reveal that influencer marketing through Tasya Farasya has a positive and significant effect on consumers’ purchase intention toward Facetology sunscreen products. In addition, product quality and brand image both positively and significantly influence consumers’ purchase intention. Originality/Value – This study extends the literature on consumer purchase intention by examining the effectiveness of a specific beauty influencer (Tasya Farasya) in promoting a local sunscreen brand within the Greater Malang market. The findings offer practical insights for skincare companies in designing influencer marketing strategies while emphasizing the importance of maintaining product quality and strengthening brand image to enhance purchase intention.]]>
<![CDATA[The Silent Power of Electronic Word of Mouth Behind Visit Intention ]]>
<![CDATA[Ega Gustiara Putri]]>;
<![CDATA[Taufiq Ismail]]>
<![CDATA[ Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 5 No. 2 (2026) ]]>
Publisher : <![CDATA[Fakultas Ekonomi dan Bisnis Universitas Brawijaya ]]>
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DOI: 10.21776/jmppk.2026.05.2.15
<![CDATA[Purpose – This study aims to examine the effect of electronic word of mouth (eWOM) on the visit intention of potential tourists in Malang City to visit Museum Angkut, both directly and indirectly through the mediating roles of destination image and destination trust. Design/Methodology/Approach – This study employed an explanatory research design to examine the causal relationships among variables through hypothesis testing. A purposive sampling technique was used to select 214 respondents aged at least 18 years who resided in Malang City, were aware of Museum Angkut, had never visited the museum, and had communicated on internet forums or read online reviews about Museum Angkut as a tourism destination. Data were collected using a validated questionnaire and analyzed through path analysis. Findings – The results indicate that electronic word of mouth has a significant positive effect on destination image and destination trust but does not have a significant direct effect on visit intention. However, destination image and destination trust both have significant positive effects on visit intention and significantly mediate the relationship between electronic word of mouth and visit intention. Originality/Value – This study contributes to tourism marketing literature by empirically integrating electronic word of mouth, destination image, and destination trust into a single model to explain visit intention in the context of a thematic museum. The findings provide practical insights for tourism destination managers in designing digital marketing strategies that strengthen destination image and trust to increase potential tourists’ intention to visit.]]>
<![CDATA[The Effect of Service Quality and Trust on Customer Loyalty: The Mediating Role of Customer Satisfaction in E-Commerce ]]>
<![CDATA[Nurfadilah, Santi]]>;
<![CDATA[Rofiq, Ainur]]>
<![CDATA[ Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 5 No. 2 (2026) ]]>
Publisher : <![CDATA[Fakultas Ekonomi dan Bisnis Universitas Brawijaya ]]>
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DOI: 10.21776/jmppk.2026.05.2.23
<![CDATA[Purpose – This study aims to investigate the mediating role of customer satisfaction in the relationship between service quality and customer trust on customer loyalty among Shopee Express users. Design/Methodology/Approach – This study employed a quantitative research approach focusing on Shopee Express users. Data were collected through a questionnaire administered to 200 respondents. Descriptive analysis of respondents’ characteristics was conducted using IBM SPSS Statistics 25, while hypothesis testing was performed using Structural Equation Modeling (SEM) with WarpPLS. Findings – The results indicate that service quality and customer trust have significant positive effects on customer satisfaction. Furthermore, service quality, customer trust, and customer satisfaction significantly influence customer loyalty. Customer satisfaction also significantly mediates the relationships between service quality and customer trust with customer loyalty. Originality/Value – This study contributes to the e-commerce service literature by examining the mediating role of customer satisfaction in the relationship between service quality, customer trust, and customer loyalty within the context of Shopee Express users. The findings provide practical implications for e-commerce service providers by highlighting the importance of delivering high-quality services, building customer trust, and enhancing customer satisfaction to strengthen customer loyalty.]]>
<![CDATA[From Sustainable Marketing to Local Fashion Brand Customer Loyalty: The Mediating Role of Brand Image ]]>
<![CDATA[Estetia, Diva Fedora]]>;
<![CDATA[Ayuni, Risca Fitri]]>
<![CDATA[ Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 5 No. 2 (2026) ]]>
Publisher : <![CDATA[Fakultas Ekonomi dan Bisnis Universitas Brawijaya ]]>
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DOI: 10.21776/jmppk.2026.05.2.14
<![CDATA[Purpose – This study aims to examine the effect of sustainable marketing implemented by Indonesian local fashion brands on customer loyalty through the mediating role of brand image. Design/Methodology/Approach – This study employed an explanatory research design with a quantitative approach. Data were collected through an online questionnaire from 140 consumers of Indonesian local fashion brands who were at least 17 years old and had purchased local fashion products at least twice. The collected data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS. Findings – The results indicate that sustainable marketing has a significant positive effect on both brand image and customer loyalty. Furthermore, brand image positively influences customer loyalty and significantly mediates the relationship between sustainable marketing and customer loyalty. Originality/Value – This study contributes to the sustainable marketing and branding literature by providing empirical evidence of the mediating role of brand image in the relationship between sustainable marketing and customer loyalty in the context of Indonesian local fashion brands. The findings also offer practical insights for fashion businesses seeking to strengthen customer loyalty through environmentally responsible marketing strategies and enhanced brand image.]]>
<![CDATA[Live Streaming, Affiliate Marketing, and Content Marketing as Drivers of Purchase Intention in Social Commerce: Evidence from Tiktok Shop by Tokopedia Users in Indonesia ]]>
<![CDATA[Rahayu, Triannisa Puspamega]]>;
<![CDATA[Parwati, Kardina Yudha]]>
<![CDATA[ Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 5 No. 2 (2026) ]]>
Publisher : <![CDATA[Fakultas Ekonomi dan Bisnis Universitas Brawijaya ]]>
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DOI: 10.21776/jmppk.2026.05.2.22
<![CDATA[Purpose – This study aims to examine the effects of live streaming, affiliate marketing, and content marketing on consumers’ purchase intention among TikTok Shop by Tokopedia users. Design/Methodology/Approach – This study employed an explanatory research design with a quantitative approach. The sample consisted of 120 Indonesian TikTok Shop by Tokopedia users aged over 18 years, selected using a non-probability purposive sampling technique. Data were collected through a structured questionnaire and analyzed using multiple linear regression with IBM SPSS Statistics 26. Findings – The results indicate that live streaming, affiliate marketing, and content marketing each have a positive and significant effect on consumers’ purchase intention. These findings suggest that interactive and engaging digital marketing strategies play an important role in enhancing consumers’ intention to purchase through social commerce platforms. Originality/Value – This study contributes to the social commerce literature by providing an integrated analysis of the effects of live streaming, affiliate marketing, and content marketing on purchase intention within the context of TikTok Shop by Tokopedia. The findings offer practical insights for social commerce platforms and digital marketers in developing effective engagement strategies through interactive content and affiliate-based promotions to strengthen consumers’ purchase intention.]]>
<![CDATA[Prestige, Awareness, Preference: Keys to iPhone Purchase Intention ]]>
<![CDATA[Paraditha, Dewa Made Bagus]]>;
<![CDATA[Hussein, Ananda Sabil]]>;
<![CDATA[Nugroho, Dian Ari]]>
<![CDATA[ Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 5 No. 2 (2026) ]]>
Publisher : <![CDATA[Fakultas Ekonomi dan Bisnis Universitas Brawijaya ]]>
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DOI: 10.21776/jmppk.2026.05.2.06
<![CDATA[Purpose – This study aims to analyze the influence of brand prestige, brand awareness, and brand preference on consumers’ purchase intention toward iPhone smartphones in Malang City. Design/Methodology/Approach – This study employed an explanatory research design with a quantitative approach. Data were collected through questionnaires from 170 respondents in Malang City selected using a purposive sampling technique. The data were analyzed using multiple regression analysis to examine the causal relationships between brand prestige, brand awareness, brand preference, and purchase intention. Findings – The results indicate that brand prestige and brand awareness do not have a significant effect on consumers’ purchase intention toward iPhone smartphones. In contrast, brand preference has a positive and significant effect on purchase intention, suggesting that consumers’ preference for the brand is the primary determinant of their intention to purchase premium smartphones. Originality/Value – This study contributes to the branding and consumer behavior literature by examining the relative effects of brand prestige, brand awareness, and brand preference on purchase intention in the premium smartphone market. Unlike prior studies that generally report positive effects of brand prestige and brand awareness, this study demonstrates that brand preference is the dominant predictor of purchase intention in the context of iPhone consumers in Malang City. The findings provide practical insights for marketers and authorized resellers to strengthen consumer preference through ecosystem integration, data security, and continuous innovation.]]>
<![CDATA[Impact of Servicescape and Perceived Price on Customer Loyalty ]]>
<![CDATA[Rayhan Mario Wibowo]]>;
<![CDATA[Yulianti, Ida]]>
<![CDATA[ Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 5 No. 2 (2026) ]]>
Publisher : <![CDATA[Fakultas Ekonomi dan Bisnis Universitas Brawijaya ]]>
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DOI: 10.21776/jmppk.2026.05.2.21
<![CDATA[Purpose – This study aims to examine the effects of the service environment and perceived pricing on customer loyalty among members of Rio Gym in East Jakarta. Design/Methodology/Approach – This study employed an explanatory research design with a quantitative approach. Data were collected through questionnaires from 160 active Rio Gym members selected using a non-probability purposive sampling technique. The data were analyzed using multiple linear regression to examine the effects of the service environment and perceived pricing on customer loyalty. Findings – The results indicate that the service environment has a positive and significant effect on customer loyalty, suggesting that facility hygiene, comfort, and spatial design are important factors in fostering customer loyalty. In addition, perceived price fairness has a positive and significant effect on customer loyalty, indicating that customers are more likely to remain loyal when they perceive prices to be fair relative to the quality of services received. Originality/Value – This study contributes to the service marketing literature by examining the combined effects of the service environment and perceived pricing on customer loyalty within the fitness industry, a context that has received relatively limited attention compared with other service sectors. The findings provide practical insights for fitness center managers by emphasizing the importance of creating a comfortable service environment and implementing fair pricing strategies to enhance customer loyalty.]]>
<![CDATA[The Effect of Environmental Knowledge, Environmental Awareness, and Environmental Concern on Purchase Decisions ]]>
<![CDATA[Ghafar, Muhammad Furqon Tenissia]]>;
<![CDATA[Hendrawan, Dimas]]>
<![CDATA[ Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 5 No. 2 (2026) ]]>
Publisher : <![CDATA[Fakultas Ekonomi dan Bisnis Universitas Brawijaya ]]>
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DOI: 10.21776/jmppk.2026.05.2.13
<![CDATA[Purpose – This study aims to examine the influence of environmental knowledge, environmental awareness, and environmental concern on green product purchase decisions among Generation Z consumers in Malang City. Design/Methodology/Approach – This study employed an explanatory research design with a quantitative approach. Data were collected through questionnaires from 279 Generation Z consumers in Malang City selected using a purposive sampling technique. The collected data were analyzed using multiple linear regression with IBM SPSS Statistics. Findings – The results indicate that environmental knowledge, environmental awareness, and environmental concern each have a positive and significant effect on green product purchase decisions. Simultaneously, these three variables significantly influence green product purchase decisions. The adjusted coefficient of determination (Adjusted R²) further demonstrates that a substantial proportion of the variation in green product purchase decisions can be explained by the proposed model, while the remaining variation is attributable to other factors not included in this study. Originality/Value – This study contributes to the green consumer behavior literature by empirically examining the combined effects of environmental knowledge, environmental awareness, and environmental concern on green product purchase decisions among Generation Z consumers in an emerging market context. The findings provide practical insights for businesses and policymakers in developing sustainability-oriented marketing strategies and environmental education initiatives to encourage the adoption of green products.]]>
<![CDATA[From E-Service Quality to E-Loyalty: The Mediating Role of E-Customer Satisfaction among ShopeeFood Users ]]>
<![CDATA[Andriani, Arum]]>
<![CDATA[ Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 5 No. 2 (2026) ]]>
Publisher : <![CDATA[Fakultas Ekonomi dan Bisnis Universitas Brawijaya ]]>
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DOI: 10.21776/jmppk.2026.05.2.20
<![CDATA[Purpose – This study aims to examine the effect of e-service quality on the e-loyalty of ShopeeFood users in Malang City, with e-customer satisfaction serving as a mediating variable. Design/Methodology/Approach – This study employed an explanatory research design with a quantitative approach. Data were collected through an online questionnaire from 175 ShopeeFood users residing in Malang City who were selected using a purposive sampling technique. The collected data were analyzed using the measurement model and structural model with SmartPLS 4.0 to examine both direct and indirect relationships among the variables. Findings – The results indicate that e-service quality has a positive and significant effect on e-customer satisfaction but does not have a significant direct effect on e-loyalty. In contrast, e-customer satisfaction has a positive and significant effect on e-loyalty and significantly mediates the relationship between e-service quality and e-loyalty. These findings demonstrate that improvements in electronic service quality enhance customer loyalty primarily by increasing customer satisfaction rather than through a direct effect. Originality/Value – This study contributes to e-service and customer relationship literature by revealing the mediating role of e-customer satisfaction in explaining how e-service quality translates into e-loyalty in the online food delivery industry. The findings provide empirical evidence that customer satisfaction is the key mechanism linking digital service quality to long-term loyalty. Practically, the study offers strategic insights for food delivery platforms to prioritize service quality improvements that enhance customer satisfaction as a means of strengthening user retention.]]>
