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INDONESIA
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 385 Documents
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Analysis of the Influence of Instagram Social Media and Influencer Marketing on The Intention to Buy of The Lecade Brand Nugrahani, Ananda Zhafira; Ikhram , M. Abdi Dzil
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 4 No. 1 (2025)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/jmppk.2025.04.1.17

Abstract

Purpose – This study aims to examine the influence of Instagram social media and influencer marketing on purchase intention toward the Lecade brand.   Design/methodology/approach – This study employs an explanatory research design to analyze the relationships between Instagram social media, influencer marketing, and purchase intention. Data were collected from 91 active Instagram users aged at least 18 years who follow the Lecade Instagram account, using a non-probability sampling method. The data were analyzed using IBM SPSS Statistics 26.   Findings – The results indicate that both Instagram social media and influencer marketing have a positive and significant effect on purchase intention toward the Lecade brand. These findings suggest that social media engagement and influencer-driven promotion play an important role in shaping consumers’ buying intentions in digital marketing environments.   Originality/value – This study contributes to digital marketing literature by highlighting the combined role of Instagram-based marketing and influencer strategies in influencing purchase intention for local brands. The findings provide practical insights for businesses in optimizing social media platforms and influencer collaborations to strengthen consumer buying interest.
The Effect of Perception of Convenience, Service Features, and Rewards on Reuse Interest Diasafira, Elza; Prabandari, Sri Palupi
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.2025.04.3.17

Abstract

Purpose – This study aims to examine the effects of perceived ease of use, service features, and rewards on the intention to reuse the DANA e-wallet among active students in Malang City.     Design/methodology/approach –  This study adopts a quantitative explanatory research design to investigate the causal relationships among perceived ease of use, service features, rewards, and reuse intention. Respondents were selected using a non-probability sampling method with a purposive sampling technique from active students in Malang City who use the DANA e-wallet. Data were collected through online questionnaires using Google Forms and analyzed using multiple linear regression in IBM SPSS, supported by validity, reliability, classical assumption, and hypothesis tests.   Findings – The results indicate that perceived ease of use, service features, and rewards each have a positive and significant effect on users’ intention to reuse the DANA e-wallet. These findings suggest that improving system usability, providing attractive service features, and offering rewarding incentive programs can effectively encourage users' continued use of digital payment services.   Originality/value – This study contributes to the literature on digital payment adoption by integrating perceived ease of use, service features, and rewards as determinants of reuse intention in the context of an Indonesian e-wallet. The findings provide practical implications for e-wallet providers in designing user-centered services and reward programs to strengthen customer retention and continued usage.
Analysis of the Decision to Purchase Motorcycle Towing Services Taruwara, Apta Tantra; Wijayanti, Risna
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.2025.04.3.25

Abstract

Purpose – The purpose of this study is to identify the internal and external factors influencing people’s decision to use motorcycle towing services in Malang City.     Design/methodology/approach – This study employs a qualitative descriptive approach. The informants consist of eight individuals selected using purposive sampling. Data were collected through interviews and documentation.   Findings – The results indicate that internal factors influencing service usage include customer needs, service quality, and cost. External factors include lifestyle, culture, motivation, and involvement. Service quality is identified as the most dominant factor influencing usage decisions, as it leads to customer satisfaction and repurchase intention. In addition, a strong marketing network is found to increase service visibility and customer awareness.   Originality/valuem– This study provides insight into consumer decision-making in motorcycle towing services in Malang City by integrating both internal and external influencing factors within a qualitative perspective.
The Influence of Green Brand Image, Green Perceived Value, and Green Product Quality on Customer Loyalty in Users of The Body Shop Products Medianti, Putu Devanie; Hussein, Ananda Sabil
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 4 No. 1 (2025)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/jmppk.2025.04.1.25

Abstract

Purpose – This study aims to examine the effects of green brand image, green perceived value, and green product quality on customer loyalty among consumers of The Body Shop in Malang City.     Design/methodology/approach – This study employs a quantitative explanatory research design to analyze the causal relationships among green brand image, green perceived value, green product quality, and customer loyalty. Data were collected from 202 respondents selected using a purposive sampling technique. The respondents were consumers aged at least 17 years who have purchased or used The Body Shop products more than twice. The data were analyzed using multiple linear regression, supported by validity, reliability, and classical assumption tests, as well as F-test and t-test procedures. All analyses were conducted using IBM SPSS Statistics 25.0.   Findings – The results indicate that green brand image, green perceived value, and green product quality each have a positive and significant effect on customer loyalty. These findings suggest that environmentally oriented brand perception, value, and product quality play an important role in strengthening consumer loyalty in the green cosmetics industry.   Originality/value – This study contributes to green marketing and consumer loyalty literature by integrating green brand image, green perceived value, and green product quality as determinants of customer loyalty in the context of an international green beauty brand in Indonesia. The findings provide practical implications for companies in strengthening sustainability-based branding strategies to enhance long-term customer loyalty.
The Effect of Promotion and Image on Repurchase Decisions Fathullah, Muhammad Falih; Nugroho, Dian Ari
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.2025.04.3.22

Abstract

Purpose – The objective of this quantitative explanatory research is to identify the effects of sales promotion and brand image on the repurchase decision of Standard Beef products in Malang City.   Design/methodology/approach – This study uses a purposive sampling technique, involving 88 respondents who have previously purchased Standard Beef products. Data were collected through questionnaires and analyzed using multiple linear regression with SPSS version 23.   Findings – The results show that sales promotion has a significant partial effect on repurchase decision. Brand image also has a significant partial effect on repurchase decision. Furthermore, sales promotion and brand image simultaneously have a significant effect on repurchase decision of Standard Beef products.   Originality/value – This study contributes to the literature on consumer repurchase behavior in the culinary sector by integrating sales promotion and brand image as key determinants of repurchase decision in a local business context.
The Effect of System Quality, Social Influence, and Price Value on Intention to Use Digital Banking Sabita, Farah; Riandi, Muhammad Hafiz
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.2025.04.3.21

Abstract

Purpose –  This study aims to examine the influence of system quality, social influence, and price value on the intention to use digital banking among Generation Z and Millennials in Malang City.    Design/methodology/approach – This research employs a quantitative explanatory research design. The population consists of Generation Z and Millennials in Malang City who are familiar with digital banking services. A total of 130 respondents were selected using a purposive sampling technique. Data were collected using structured questionnaires and analyzed through multiple linear regression, supported by validity and reliability tests, coefficient of determination, goodness-of-fit tests, and hypothesis testing (t-test).   Findings – The results indicate that system quality, social influence, and price value each have a positive and significant effect on the intention to use digital banking. These findings suggest that better system performance, stronger social encouragement, and perceived economic value increase users’ willingness to adopt digital banking services.   Originality/value – This study contributes to digital banking adoption literature by integrating system quality, social influence, and price value as key determinants of intention to use among tech-savvy generations in Indonesia. The findings provide practical implications for digital banks in improving system performance, enhancing social engagement strategies, and offering competitive value to increase user adoption.
Analysis of The Effect of Servicescape on Retail Customer Satisfaction Pramana, I Made Gede Andita; Waluyowati, Nur Prima
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.2025.04.3.23

Abstract

Purpose  – The purpose of this research is to determine the effect of servicescape on customer satisfaction at GrandLucky Superstore Sunset Road Kuta.   Design/methodology/approach – This study uses an explanatory research design to examine the relationship between variables through hypothesis testing. The sample consists of 102 respondents selected using purposive sampling, with criteria of being at least 18 years old and having made purchases more than twice. Data were analyzed using multiple linear regression with SPSS, supported by validity tests, reliability tests, and classical assumption tests. Model fit was tested using the F-test, while hypothesis testing was conducted using the t-test.   Findings – The results show that servicescape dimensions (physical dimension, social dimension, socially symbolic dimension, and natural dimension) simultaneously have a positive and significant effect on customer satisfaction. However, the socially symbolic dimension does not have a significant partial effect on customer satisfaction.   Originality/value – This study highlights the role of servicescape dimensions in shaping customer satisfaction in a retail supermarket context, providing insight into which environmental factors are most influential in enhancing customer experience.
The Effect of Perceived Price, Service Quality, and Trust on Customer Satisfaction Amanda, Sonia Dwita; Prameka, Adelia Shabrina
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.2025.04.3.20

Abstract

Purpose – This study aims to examine the effect of perceived price, service quality, and trust on customer satisfaction among students who use Maxim online transportation services.   Design/methodology/approach – This study employs a quantitative explanatory research design to analyze the relationships among perceived price, service quality, trust, and customer satisfaction. The sample consists of 120 respondents who are students at Malang University, have knowledge of Maxim services, have used the application, and have made repeated purchases. Respondents were selected using a non-probability sampling method with a purposive sampling technique. Data were collected through structured questionnaires and analyzed using multiple linear regression in IBM SPSS Statistics version 25.   Findings – The results indicate that perceived price, service quality, and trust each have a positive and significant effect on customer satisfaction. These findings suggest that better perceived pricing, improved service quality, and stronger trust contribute to higher customer satisfaction among Maxim users.   Originality/value – This study contributes to the online transportation and consumer behavior literature by integrating perceived price, service quality, and trust as determinants of customer satisfaction in the context of Maxim users in Indonesia. The findings provide practical implications for service providers in improving pricing strategies, service performance, and trust-building to enhance customer satisfaction.
The Effect of E-Servicescape on Customer Satisfaction through E-Service Quality: Evidence from Shopee Marketplace Users Mahotama Putera, Anak Agung Gde Raditya; Waluyowati, Nur Prima
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 4 No. 1 (2025)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/jmppk.2025.04.1.06

Abstract

Purpose – This study aims to examine the influence of e-servicescape on customer satisfaction and investigate the mediating role of e-service quality in the context of the Shopee marketplace.   Design/methodology/approach – This study employs a quantitative research design using an associative approach to examine the relationships among the proposed variables. The population consists of Shopee marketplace users in Malang City. Using a purposive sampling technique, data were collected from 150 respondents through Likert-scale questionnaires measuring their attitudes and perceptions. The proposed model was analyzed using Structural Equation Modeling (SEM) with SmartPLS 4.0.   Findings – The results reveal that e-servicescape has a positive and significant effect on customer satisfaction and e-service quality. Furthermore, e-service quality positively and significantly influences customer satisfaction and serves as a mediating variable in the relationship between e-servicescape and customer satisfaction. These findings indicate that an effective digital service environment enhances perceived service quality, which in turn improves customer satisfaction.   Originality/value  – This study extends the understanding of the e-servicescape concept by integrating it with e-service quality as a mediating factor in the context of online marketplaces. The findings provide valuable implications for e-commerce platforms in improving customer experience through optimized digital design and service quality.
The Effect of Store Atmosphere and Service Quality on Customer Satisfaction Thalita, Viona Carissa; Surachman
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.2025.04.3.13

Abstract

Purpose –   This study aims to examine the influence of store atmosphere and service quality on customer satisfaction among Sardo Supermarket customers in Malang City.   Design/methodology/approach –  This study employs a quantitative explanatory research design to investigate the causal relationships between store atmosphere, service quality, and customer satisfaction. Using a non-probability sampling method with a purposive sampling technique, 130 respondents aged at least 18 years who reside in Malang City and have shopped at Sardo Supermarket more than once were selected. Data were collected through Likert-scale questionnaires and analyzed using multiple linear regression in IBM SPSS Statistics 25, supported by validity, reliability, F-test, and t-test analyses.   Findings – The results indicate that both store atmosphere and service quality have a positive and significant effect on customer satisfaction. These findings suggest that creating a comfortable shopping environment and delivering high-quality service are essential for enhancing customer satisfaction.   Originality/value – This study contributes to retail marketing literature by providing empirical evidence of the combined influence of store atmosphere and service quality on customer satisfaction in the supermarket sector. The findings offer practical implications for retail managers in improving the shopping experience and strengthening customer satisfaction through environmental and service enhancements.

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