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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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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

Purpose – This study aims to examine the influence of perceived value, customer satisfaction, and in-shop emotions on repurchase intention among customers of ZAMA Homewear, a boutique specializing in Malang-style embroidered fashion products.   Design/methodology/approach – This study adopts an explanatory research design to analyze the relationships among perceived value, customer satisfaction, in-shop emotions, and repurchase intention. Data were collected through Google Forms from 140 respondents aged at least 18 years who had purchased products directly at ZAMA Homewear boutique at least once. A non-probability sampling method with purposive sampling technique was applied. The data were analyzed using multiple regression analysis, supported by classical assumption tests and hypothesis testing conducted with IBM SPSS Statistics 24.   Findings – The results indicate that perceived value, customer satisfaction, and in-shop emotions all have a positive influence on repurchase intention. Higher levels of perceived value, stronger customer satisfaction, and more positive in-store emotional experiences lead to increased likelihood of future repurchase intentions among customers.   Originality/value  – This study contributes to consumer behavior literature by integrating cognitive (perceived value), evaluative (customer satisfaction), and affective (in-shop emotions) factors in explaining repurchase intention within a local fashion boutique context. The findings provide practical implications for small fashion businesses in enhancing customer retention through value creation, service quality improvement, and emotional retail experiences.
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

Purpose – This study aims to examine the effects of halal awareness, digital marketing, and influencer marketing on purchase decisions among Generation Z consumers in Malang City.     Design/methodology/approach – This study employs a quantitative explanatory research design to analyze the relationships among halal awareness, digital marketing, influencer marketing, and purchase decisions. The respondents consisted of 300 Muslim Generation Z consumers in Malang City who had purchased halal cosmetic products through e-commerce or used halal cosmetic brands promoted by influencers or brand ambassadors. Data were collected through structured questionnaires and analyzed using multiple linear regression with IBM SPSS Statistics version 26.   Findings – The results indicate that halal awareness, digital marketing, and influencer marketing each have a positive and significant effect on purchase decisions. These findings suggest that religious awareness combined with digital promotional strategies and influencer endorsements plays an important role in shaping purchasing behavior among Generation Z consumers.   Originality/value – This study contributes to halal marketing and digital consumer behavior literature by integrating halal awareness, digital marketing, and influencer marketing as determinants of purchase decisions in the halal cosmetics industry. The findings provide practical implications for cosmetic companies targeting Generation Z consumers in Muslim-majority markets.
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

Purpose – 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.   Design/methodology/approach –  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.   Findings – 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.   Originality/value – This study provides empirical evidence on the combined role of celebrity endorsement and consumer perception in shaping purchasing decisions within the Indonesian cosmetics market, offering strategic insights for brands targeting Generation Z consumers.
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

Purpose  – This study aims to examine the effect of brand experience on brand loyalty among Starbucks customers in Malang City, with brand satisfaction as a mediating variable.   Design/methodology/approach  – This study employs a quantitative research design using a survey method. The population consists of Starbucks customers in Malang City, and a total of 250 respondents aged at least 17 years who had made at least two purchases were selected using a non-probability sampling technique. Data were analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM), including outer and inner model evaluation and bootstrapping procedures.   Findings – The results indicate that brand experience has a positive and significant effect on brand satisfaction and brand loyalty. Brand satisfaction also has a positive and significant effect on brand loyalty. Furthermore, brand experience influences brand loyalty indirectly through brand satisfaction, indicating a mediating effect. These findings suggest that enhancing customer brand experience can strengthen satisfaction and subsequently improve loyalty. Originality/value  –  This study offers originality by empirically testing the mediating role of brand satisfaction in the relationship between brand experience and brand loyalty within the Indonesian coffee shop context, which remains limited in prior research. The findings provide actionable insights for managers seeking to design experiential strategies that enhance customer satisfaction and foster stronger loyalty.
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

Purpose – This study aims to analyze the effects of perceived value, price perception, and social influence on the purchasing decisions of Natasha skincare consumers in Malang City.      Design/methodology/approach –  This research uses a quantitative approach. Data were collected from 160 respondents through questionnaires distributed to Natasha skincare consumers in Malang. The analysis process includes validity and reliability testing, classical assumption tests, multiple linear regression analysis, and hypothesis testing.   Findings – The results show that perceived value, price perception, and social influence significantly influence purchasing decisions. Among these variables, perceived value has the most dominant effect, followed by price perception and social influence, which also contribute positively but to a lesser extent.   Originality/value – This study emphasizes the dominant role of perceived value in shaping skincare purchasing decisions within Indonesia’s highly competitive beauty industry, particularly in the context of Natasha consumers.
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

Purpose – This study aims to examine the effects of green products and green promotion on consumers' purchase intention, with green brand image serving as a mediating variable, in the context of Fore Coffee in Malang City.   Design/methodology/approach – This study employs a quantitative research approach. The population consists of individuals residing in Malang City who are familiar with Fore Coffee. Using a non-probability sampling method with a purposive sampling technique, data were collected from 138 respondents. The proposed research model was analyzed using Partial Least Squares (PLS) to examine both the direct and indirect relationships among the variables.   Findings – The results reveal that green products do not have a significant direct effect on purchase intention, whereas green promotion and green brand image positively and significantly influence purchase intention. In addition, both green products and green promotion significantly enhance green brand image. The mediation analysis indicates that green brand image fully mediates the relationship between green products and purchase intention and partially mediates the relationship between green promotion and purchase intention.   Originality/value – This study contributes to the green marketing literature by demonstrating the mediating role of green brand image in explaining how green products and green promotion influence purchase intention. The findings provide practical insights for coffee shop businesses in developing effective sustainability-oriented marketing strategies that strengthen brand image and encourage consumer purchasing behavior.
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

Purpose – This study aims to examine the influence of live streamer quality and flash sale promotions on impulse buying behavior of cosmetic products during Shopee live streaming sessions.    Design/methodology/approach – This study employs a quantitative explanatory research design with a replicative approach to analyze the relationships among live streamer quality, flash sales, and impulse buying. Data were collected through purposive sampling from 180 respondents who had experience with Shopee live streaming shopping. The data were analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS).   Findings – The results indicate that live streamer quality has a significant positive effect on impulse buying, while flash sale promotions do not have a significant effect. These findings suggest that the effectiveness of live streaming interactions is more influential in triggering spontaneous purchasing behavior than price-based promotional incentives.   Originality/value – This study contributes to live commerce and digital consumer behavior literature by distinguishing the roles of live streamer quality and flash sale promotions in driving impulse buying. The findings provide practical implications for e-commerce platforms and sellers in optimizing live streaming strategies to enhance consumer engagement and increase unplanned purchases.
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

Purpose – This study aims to examine the influence of price, business location, and promotion on consumer purchase intention toward Nyotoo.gang culinary products in Magelang City.     Design/methodology/approach –  This study employs a quantitative explanatory research design targeting residents of Magelang City who are aware of the Nyotoo.gang business. A total of 120 respondents were selected as the sample. Data were collected using structured questionnaires and analyzed using instrument testing, classical assumption tests, multiple linear regression, and hypothesis testing with IBM SPSS Statistics 25 for Windows.   Findings – The results indicate that price, business location, and promotion each have a positive and significant effect on purchase intention. These findings suggest that competitive pricing, strategic business location, and effective promotional activities are key determinants in shaping consumer intention to purchase culinary products.   Originality/value – The originality of this research lies in its focus on purchase intention toward a local Magelang-based culinary brand, a context that remains limited in existing literature. The findings provide new insights into how fundamental marketing variables simultaneously influence consumer behavior in small urban markets.
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

Purpose –  This study aims to analyze and explain the influence of price and promotion on purchasing decisions among consumers of Renjeolmies.id   Design/methodology/approach –  This study employs an explanatory research design with a quantitative approach to examine the causal relationships between the independent and dependent variables. The study involved 131 consumers of Renjeolmies.id using a non-probability sampling method with a saturated sampling technique. Data were analyzed using multiple linear regression, supported by instrument validity and reliability tests, classical assumption tests, and statistical hypothesis testing. The hypotheses were tested using the t-test in IBM SPSS Statistics 29.   Findings – The findings indicate that both price and promotion have a positive and significant effect on purchasing decisions. These results suggest that competitive pricing strategies and effective promotional activities play an important role in encouraging consumers to purchase products from Renjeolmies.id.   Originality/value – This study provides empirical evidence on the combined role of price and promotion in shaping consumer purchasing behavior within small online culinary businesses. The findings offer practical insights for micro and small enterprises in designing effective marketing strategies to strengthen customer engagement and purchase intention in the digital marketplace.
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

Purpose – This study aims to identify market segments based on demographic and psychographic characteristics to support the development of effective marketing strategies for the SUCEAN bag business.    Design/methodology/approach – This study employs a quantitative research approach using cluster analysis to classify consumers into homogeneous market segments based on demographic and psychographic variables. The analysis focuses on identifying differences in consumer characteristics and purchasing behavior to support market segmentation and strategic decision-making.   Findings – The results reveal significant differences in consumer preferences and purchasing behavior across demographic characteristics, including age, gender, education, and income. In addition, psychographic factors such as lifestyle, personal values, and personality play a significant role in shaping purchasing decisions. The identified market segments provide a foundation for designing targeted marketing strategies, selecting appropriate promotional channels, and developing products and campaigns that align with the preferences and values of each consumer segment.   Originality/value – This study contributes to the marketing segmentation literature by integrating demographic and psychographic variables through cluster analysis in the context of a local fashion business. The findings provide practical implications for SMEs, particularly SUCEAN, in developing data-driven segmentation, targeting, and positioning (STP) strategies to improve marketing effectiveness, competitiveness, and business growth

Page 29 of 39 | Total Record : 385

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