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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 359 Documents
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Pengaruh Perceived Value, Customer Satisfaction, Dan In-Shop Emotions Terhadap Repurchase Intention Kamilah, Muthi'ah; Nugroho, Dian Ari
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.2025.04.1.11

Abstract

This research aims to identify the influence of perceived value, customer satisfaction, and in-shop emotions on the intention of ZAMA Homewear customers to repurchase Malang-style embroidered fashion products. The influence to be assessed is the influence of the independent variable, i.e., perceived value, customer satisfaction, and in-shop emotions, on the dependent variable, which is repurchase intention. This explanatory research elucidates the relationship of variables and the other or the influence of variables on the other. Using non-probability sampling method and purposive sampling technique, 140 people with the minimum age of 18 years and who had shopped directly at ZAMA Homewear boutique at least once were selected as the respondents. The data was collected via Google Forms. Here the classical assumption test, multiple regression analysis, and hypothesis testing were performed in SPSS 24. This study finds that perceived value, customer satisfaction, as well as in-shop emotions, are able to increase repurchase intention. The greater the perceived value, customer satisfaction, and the in-shop emotions, the greater the customer repurchase intention in the future.
The Influence of Halal Awareness, Digital Marketing and Influencers on Purchasing Decisios About Halal Cosmetics Zubaidah Nikiulu, Adinda Fauzah; Nurmasari, Nuraini Desty
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.2025.04.1.20

Abstract

The objective of this quantitative explanatory research is to assess the effects of halal awareness, digital Marketing, and influencer on the decision of Generation Z in Malang City. The respondents are 300 people. They were selected from the population of Muslim Generation Z in Malang City who have bought halal cosmetics products through e-commerce or have used halal cosmetics brands that collaborate with influencers as promoters or brand ambassadors. The results of the data analysis using multiple linear regression performed in IBM SPSS version 26 demonstrate that halal awareness influences the purchase decision, digital marketing affects the purchase decision, and that influenceris also able to influence the purchase decision.
From Influence to Intention: The Power of Celebrity Endorsers and Consumer Perception in Skincare Purchases Abdallah, Ulil Albab; Moko, Wahdiyat
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.2025.04.1.04

Abstract

This study aims to examine the influence of celebrity endorsers and consumer perceptions on purchasing decisions in the cosmetics industry, specifically focusing on Wardah products. The research adopts an explanatory design to test the relationships among the proposed variables. Data were collected from Generation Z consumers who have previously purchased Wardah products through a questionnaire using a Likert scale. Multiple linear regression analysis was employed to test the hypotheses. The findings reveal that both celebrity endorsers and consumer perceptions have a positive and significant effecton purchasing decisions, both simultaneously and partially. Celebrity endorsement strengthens brand appeal and consumer trust, while favorable consumer perceptions enhance purchase confidence and loyalty.
How Does Brand Experience Affect Brand Loyalty Through a Brand Satisfaction? Rahmasadia, Annisa Meira; Taufiq Ismail
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 4 No. 2 (2025)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/jmppk.2025.04.2.25

Abstract

The objective of this research is to identify the effects of brand experience on the loyalty of Starbucks’ customers in Malang City to the brand with brand satisfaction as the mediating variable. Competition in coffee shop industry in the city has made companies in this sector feel the need of improving the brand loyalty of their customers in order to survive the competition. The population of this quantitative research is all customers of Starbucks in Malang City, from which 250 people with the minimum age of seventeen years and have made at least two transactions were selected as the sample. The data was analyzed using PLS-SEM (Partial Least Squares – Structural Equation Modeling) after passing the outer and inner model coefficient test and bootstrapping. This stud finds that brand experience positively influences brand satisfaction, that brand experience and brand satisfaction positively influence brand loyalty, and that brand experience affects brand loyalty through the mediation of brand satisfaction. Therefore, if brand experience and brand satisfaction increase, it will be followed by enhancements in the brand loyalty of Starbucks’ customers in Malang City.
The Influence Of Perceived Value, Price Perception And Social Influence on Skincare Purchase Decisions Alya Yanuar Putri; Nugroho, Dian Ari
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 4 No. 4 (2025)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/jmppk.2025.04.4.19

Abstract

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.
The Influence of Green Product and Green Promotion on Purchase Intention: The Mediating Role of Green Brand Image Meivianto, Muhammad Tajuddin; Pradana, Bayu Ilham
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.2025.04.1.03

Abstract

The rise of green consumerism is a response to environmental issues among consumers. Therefore, it is necessary to examine how prepared companies are to address environmental concerns to influence consumers' purchasing intentions. Several previous studies have concluded that consumer purchasing intentions are influenced by green products, green promotion and green brand image. This quantitative research aims to assess the influence of green products and green promotion on purchase intention with the mediation of green brand image in the context of Fore Coffee, a coffee shop in Malang City. The population of this study are people who live in Malang City and know about the coffee shop. Using nonprobability sampling method and purposive sampling technique, 138 people were selected as the respondents. The results of the data analysis using Partial Least Squares indicate that green products have no significant effect on purchase intention, that green promotion has a significant impact on purchase intention, that green brand image has a significant influence on purchase intention, that green products have a significant effect on green brand image, and that green promotion has a significant impact on green brand image. Furthermore, the results of the mediation test show that green brand image fully mediates the effects of green product on purchase intention and partially mediates the effects of green promotion on purchase intention.
Impulse Buying Cosmetic Products: The Effect of Live Streaming Quality and Flash Sale Insani, Nadhifah Qolbi; Awalil Fakhri, Erie
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.2025.04.1.18

Abstract

The rapid increase in sales figures for the cosmetics industry in Indonesia over the last five years, which has even rivaled food and beverage sales figures, has made the cosmetics industry established as king in the FMCG line. Supported by the increasing phenomenon of online shopping, e-commerce platforms see this as an opportunity to attract potential consumers. One such platform is Shopee, which has enhanced its marketing strategy by presenting live streaming features and flash sale promotions. The interaction created between the live streamer and the audience, combined with the flash sale promotion, prompts potential consumers, who previously had no plans to buy, to make spontaneous purchases. This is commonly referred to as impulse buying. This research aims to measure the influence of live streamer quality and flash sales on impulse buying of cosmetic products on Shopee's live streaming. This research is a quantitative explanatory type with a replicative nature using the SEM-PLS analysis method. Data collection was conducted purposively on 180 respondents by distributing questionnaires. The results of this research indicate that live streamer quality has a significant effect on impulse buying, whereas flash sales do not have a significant effect on impulse buying.
Drivers of Purchase Intention in Local Culinary Businesses: The Role of Price, Location, and Promotion Faizul Muttaqin; Arimbawa, Putu Adi Putra
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 4 No. 2 (2025)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/jmppk.2025.04.2.06

Abstract

Consumer purchase intention is a crucial factor for business sustainability and growth amid increasingly intense market competition. Therefore, this study aims to determine whether price, business location, and promotion influence consumer purchase intention toward Nyotoo.gang products. This explanatory quantitative research targeted residents of Magelang City who are aware of the Nyotoo.gang business, with a total sample of 120 respondents. The statistical analysis involved instrument testing, classical assumption tests, multiple linear regression, and hypothesis testing using SPSS 25 for Windows. The results showed that price has a positive and significant effect on purchase intention, business location has a positive and significant effect on purchase intention, and promotion also has a positive and significant effect on purchase intention.
The Power of Price and Promotion: Understanding What Drives Purchases at Renjeolmies.id Imani, Amalia Rahma; Kurniawati, Desi Tri
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.2025.04.1.08

Abstract

This research aims to analyze and explain the influence of prices and promotions on purchasing decisions on Renjeolmies.id business. This type of research is an explanatory with a quantitative approach to testing the causality relationship between independent variables and dependent variables. The study used a sample of 131 people from a population of 131 consumers at the Renjeolmies.id business. Sampling using nonprobability sampling techniques using saturated samples. The data analysis techniques used in this study are double linear regression analysis supported by instrument testing, classical assumption testing, and statistical testing. The hypothesis test is performed with the t test to find out the relationship between independent variables and dependent variables through the IBM SPSS 29 program. Research results show that prices and promotions have a significant positive influence on purchasing decisions. Thus, Renjeolmies.id is expected to be able to improve price variables and promotions so that it can improve purchasing decisions on consumers.
Market Segmentation Analysis Based on Demographic and Psychographic Factors of Potential Customers in The Sucean Bag Business Amanda, Fistarika Della; Nurmasari, Nuraini Desty
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.2025.04.3.16

Abstract

In the era of globalization and increasingly fierce business competition, a deep understanding of market segmentation is a key element in designing effective marketing strategies. This study delves into how demographic and psychographic factors of potential customers can be leveraged to enhance the competitive edge of the SUCEAN bag business. Utilizing quantitative methods and cluster analysis, this research aims to identify customer characteristics that can serve as a basis for grouping homogeneous market segments. This is expected to aid SUCEAN in formulating more targeted and effective marketing strategies, thereby increasing sales and overall business growth. The research findings reveal significant differences in consumer preferences and behaviors based on demographic variables such as age, gender, education, and income. Meanwhile, psychographic factors like lifestyle, personal values, and personality also play a crucial role in purchasing decisions. By understanding the combination of these factors, SUCEAN can develop more efficient and effective marketing strategies. These strategies include selecting appropriate promotional media, offering products that meet the needs and desires of specific market segments, and developing marketing campaigns that resonate with customer values.

Page 29 of 36 | Total Record : 359

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