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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 359 Documents
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Market Segmentation Based on Psychography of Novi Dapur Rice Bowl Consumers Ramadhan, Novita Ayunani Victoria; Hendrawan, Dimas
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.2025.04.2.23

Abstract

This study aims to analyze market segmentation based on psychographics of consumers at Rice Bowl Dapur Novi in Malang City. The method used is quantitative descriptive with a survey. The study population is consumers of Rice Bowl in Malang City with a sample of 140 people. The data analysis technique uses the K-Means Cluster. The results show that there are four consumer segments with different psychographic characteristics. The first segment named The idealism, the second segment named The enthusiastic, the third segment named The incurios, and the fourth segment named The phlegmatic . This research provides insights for the owners of Rice Bowl Dapur Novi to develop targeted marketing strategies.
Bridging Service and Digital Experience: Understanding Customer Satisfaction in Intercity Bus Transport Syahru Utama, Afwan; Arif, Moh. Erfan
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.2025.04.1.05

Abstract

The increasingly modern era has made transportation service providers, such as 27 Trans with its inter-city and inter-province bus transportation, engage in a competition of delivering excellence in service and facility and enhancing e-service quality through online ticketing application in response to business digitalization. Satisfactory service can please and comfort all segments of customers, one of which is higher education students. The objective of this research is to identify the effects of perceived service quality and e-service quality on the satisfaction of 27 Trans’ customers. This quantitative explanatory research explains the relationship between one variable and the others through hypothesis testing. Using purposive sampling, 120 people with the minimum age of eighteen years who have used the service of 27 Trans and have purchased ticket via 27 Trans application were selected as the sample. The data was harvested from Likert-scaled questionnaires and analyzed through multiple linear regression in SPSS 26. The results of the hypothesis testing led to findings that perceived service quality positively and significantly influences the satisfaction 27 Trans’ customers and that e-service quality positively and significantly affects the satisfaction of the said customers.
Drivers of Purchase Intention Among Cosmetic Users: A Study on Influencer Marketing, Brand Image, and Price Naras, Agrizia Rulanti; Rohman, Fatchur
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.2025.04.2.21

Abstract

The objective of this research is to identify the direct and indirect effects of influencer marketing, brand image, and price as the independent variables on purchase intention as the dependent variable. Using non-probability sampling and purposive sampling technique, 140 people of the cosmetics wearer population in Malang City who know about the products of ESQA with the minimum age of 18 years were selected as the respondents of this quantitative explanatory research. The results of the multiple linear regression analysis performed in SPSS 26 indicate that influencer marketing has a positive and significant effect on purchase intention, that brand image has a positive and significant influence on purchase intention, dan that price has a positive and significant impact on purchase intention.
The Influence Of Entrepreneurial Orientation, Product Innovation, And Digital Marketing On Marketing Performance Syah, Fito Firman; Puspaningrum, Astrid
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. 2025.04.4.18

Abstract

Micro enterprises in the F&B sector have become an industry with crucial roles in Indonesia’s economy. One of the ways to measure the success of micro enterprises in the F&B sector is by considering their marketing performance. It is a useful concept for assessing to which extent an enterprise markets its product. The objective of this research is to identify the effects of entrepreneurial orientation, product innovation, and digital marketing on the marketing performance of micro enterprise owners in the F&B sector in Malang City. Using probability sampling and simple random sampling, 200 F&B business owners who have run their business for more than four years and applied digital marketing were selected as the respondents. The results of the multiple linear regression analysis indicate that entrepreneurial orientation, product innovation, and digital marketing have significant influences on marketing performance.
The Effect of Parasocial Interaction and Influencer Credibility on Purchase Intention Rahmawati, Cintami Indah; Puspaningrum, Astrid
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.2025.04.3.05

Abstract

Beauty industry, especially perfumery, keeps innovating to compete in the technological advancement era. One of the innovation is marketing the products digitally using social media, and this can boost purchase intention. Social media marketing exploits parasocial interactions and influencer credibility. The objective of this research is to identify the effects of parasocial interaction and influencer credibility on the intention to purchase the products of HMNS, a local perfume brand via TikTok in Malang City. This explanatory research elucidates the positions of its examined variables and the effects of a variable to another. Using non-probability sampling method and purposive sampling technique, 140 people of Malang City with the minimum age of 17 years who have watched the TikTok contents of influencers regarding HMNS at least twice were selected as the respondents. The data was harvested from Liker-scaled questionnaires and was analyzed using multiple linear regression in the Statistical Package for Social Sciences (SPSS) version 26. This study finds that parasocial interaction and influencer credibility positively and significantly affect the purchase intention.
The Contingency of Brand Image, Price Perception and Store Atmosphere Towards Consumer Repurchase Intention In the Current Parasocial Setting of Local FnB Bussiness Febrianto, Rozindo Bima; Parwati, Kardina Yudha
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.2025.04.1.09

Abstract

The growing number of students in Malang City presents a promising market opportunity for the food and beverage (F&B) industry. However, the rapid expansion of this sector has intensified competition, creating numerous alternatives that may reduce customers repurchase intention due to decision inertia. Repurchase intention, as a reflection of customer retention, plays a crucial role in sustaining business competitiveness and continuity. Hondje Tea Shop, an F&B business operating since 2018, offers a “homely” concept that emphasizes comfort over luxury. This study aims to analyze the influence of brand image, price perception, and store atmosphere on repurchase intention among Hondje Tea Shop customers in Malang. Adopting a quantitative approach, the findings reveal that brand image, price perception, and store atmosphere significantly influence repurchase intention. A strong and relatable brand image enhances emotional connection, while fair price perception and a well-designed store atmosphere improve customer satisfaction and encourage repeat purchases.  
What Encourages Users to Go Premium? An Analysis of Value, Price Perception, and Brand Experience on Spotify Seta, Meiyin Frendita Mutiara; Fakhri, Erie Awalil
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.2025.04.2.19

Abstract

The use of digital music streaming services continues to increase along with the growth in the number of internet users, yet the conversion rate from free to paid users remains relatively low. The objective of this research is to identify the effects of perceived value, perceived price, and brand experience on the intention of Spotify users to purchase Spotify Premium. This quantitative explanatory research elucidates and proves the relationship between its dependent and independent variables. Using non-probability sampling method and purposive sampling technique, 160 users of free Spotify were selected as the respondents. The data was harvested via online questionnaires and was analyzed using multiple linear regression in SPSS ver. 25. This study finds that the three variables, which are perceived value, perceived price, and brand experience, have positive and significant impacts on the intention to purchase Spotify Premium.
Comparative Analysis of Company Financial Performance Before and After Acquisition Izza, Alfiano; Djazuli, Atim
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.2025.04.1.07

Abstract

This study analyzes the comparison of the company's financial performance before and after the acquisition of five companies listed on the Indonesia Stock Exchange, namely PT Astra Otoparts Tbk, PT Bayan Resources Tbk, PT Indospring Tbk, PT MNC Land Tbk, and PT Telekomunikasi Indonesia Tbk. The analysis period includes five years before (2008-2012) and five years after the acquisition (2014-2018). The research method uses financial ratios such as Current Ratio (CR), Debt to Equity Ratio (DER), Total Assets Turnover (TATO), Return on Assets (ROA), Return on Equity (ROE), Net Profit Margin (NPM), and Earning Per Share (EPS). Hypothesis testing is done with the Kolmogorov-Smirnov normality test, paired sample t-test, and Wilcoxon Signed Rank Test. The results showed that there were significant differences in several financial ratios between the pre- and post-acquisition periods. The EPS ratio decreased significantly after the acquisition with a significance value of 0.002. Meanwhile, ROA and TATO did not show significant differences. Overall, acquisitions have an impact on changes in financial performance, both positive and negative. This study provides important implications for investors and management in making strategic decisions related to acquisitions. The results can be used to evaluate the impact of acquisitions on company performance.
The Influence of Customer Reviews, Ratings and Brand Image on Purchase Interest in Tiktokshop Indonesia Faradissa, Silsiyah; Hapsari, Radhita
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.2025.04.3.15

Abstract

The objective of this research is to corroborates the effects of customer review, rating, and brand image on consumers’ intention to purchase Daviena, a skincare brand, via TikTok Shop in Indonesia. A number of 194 people with the minimum age of seventeen years who have TikTok in their smartphones, who have ever made purchases via TikTok Shop, and who know about the products of Daviena were selected as the respondents. Having been assessed using validity, reliability, and classical assumption tests, the data was analyzed through multiple linear regression. This study finds that customer review positively and significantly influences the purchase intention, that rating positively and significantly affects the purchase intention, and that brand image positively and significantly impacts the purchase intention. Further, the results of the analysis also demonstrate that customer review, rating, and brand image simultaneously have positive and significant impacts on the purchase intention.
Instagram Optimization as A Marketing Tool and Strengthening Relationships with Customers Putri, Salsabila Rihardi Adali; Prabandari, Sri Palupi
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.2025.04.2.11

Abstract

This study aims to develop a business strategy for PT Galari Promosindo Prima to strengthen its strategic position and enhance its competitiveness in Indonesia's Event Organizer industry. The research is based on an analysis of the company's internal and external environmental conditions, alongside strategic considerations essential for business development planning. A descriptive qualitative approach was employed, utilizing interviews, observations, and documentation for data collection. The analytical tools used include Social Media Optimization (SMO) to evaluate the company's internal and external environment, SWOT analysis and its matrix to generate potential strategic alternatives, and stakeholder alignment to finalize the recommended strategy. The findings suggest that the most suitable strategy for PT Galari Promosindo Prima, given its current conditions, is implementing SMO. This strategy emphasizes improving social media presence through a well-planned content production timeline, enhancing visual appeal on Instagram, monitoring social media performance, and leveraging Instagram analytics tools to optimize digital marketing efforts.

Page 30 of 36 | Total Record : 359

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