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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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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

Purpose – This study aims to analyze psychographic-based market segmentation of consumers at Rice Bowl Dapur Novi in Malang City to support the development of more targeted marketing strategies.   Design/methodology/approach – This study employs a quantitative descriptive research design using a survey method. The population consists of Rice Bowl consumers in Malang City, with a total sample of 140 respondents. Data were analyzed using the K-Means Cluster analysis technique to identify distinct psychographic consumer segments.   Findings – The results identify four distinct consumer segments based on psychographic characteristics: (1) The Idealism segment, (2) The Enthusiastic segment, (3) The Incurious segment, and (4) The Phlegmatic segment. Each segment exhibits different psychological traits that influence their consumption behavior and preferences.   Originality/value – This study offers originality by applying K-Means Cluster analysis to map four unique psychographic segments of Rice Bowl Dapur Novi consumers, a niche context rarely explored in local culinary research. The findings provide actionable insights for developing targeted marketing strategies that align with each segment’s attitudes, motivations, and behavioral tendencies.
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

Purpose – This study aims to examine the effects of perceived service quality and e-service quality on customer satisfaction among users of 27 Trans' intercity and interprovince bus transportation services.   Design/methodology/approach – This study employs a quantitative explanatory research design to examine the relationships among the proposed variables through hypothesis testing. Using a purposive sampling technique, data were collected from 120 respondents aged at least 18 years who had used 27 Trans services and purchased tickets through the 27 Trans online ticketing application. The data were gathered using Likert-scale questionnaires and analyzed using multiple linear regression in IBM SPSS Statistics 26.   Findings – The results demonstrate that both perceived service quality and e-service quality have a positive and significant effect on customer satisfaction. These findings highlight the importance of delivering high-quality transportation services alongside efficient digital ticketing services to improve customer satisfaction.   Originality/value – This study contributes to the understanding of how traditional transportation services can integrate digital service quality with perceived service excellence to strengthen customer satisfaction in the era of business digitalization, particularly within Indonesia’s intercity and interprovince bus industry.
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

Purpose – This study aims to examine the effects of influencer marketing, brand image, and price on purchase intention of ESQA cosmetic products among consumers in Malang City. Design/methodology/approach – This study employs a quantitative explanatory research design to analyze the relationships between influencer marketing, brand image, price, and purchase intention. The sample consists of 140 respondents aged at least 18 years who are cosmetic users in Malang City and are familiar with ESQA products. Respondents were selected using a non-probability purposive sampling technique. Data were collected through structured questionnaires and analyzed using multiple linear regression with IBM SPSS Statistics version 26.   Findings – The results indicate that influencer marketing has a positive and significant effect on purchase intention, brand image has a positive and significant effect, and price also has a positive and significant effect. These findings suggest that digital influence, brand perception, and pricing considerations collectively play an important role in shaping consumer purchase intentions in the cosmetics industry.   Originality/value  –  This study provides originality by simultaneously examining influencer marketing, brand image, and price as integrated predictors of purchase intention specifically for ESQA cosmetic products. The findings offer practical value by highlighting the combined and significant impact of these variables, guiding brands in designing more targeted and effective marketing strategies
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

Purpose – This study aims to identify the effects of entrepreneurial orientation, product innovation, and digital marketing on the marketing performance of micro F&B enterprises in Malang City.     Design/methodology/approach –  This research employs a quantitative explanatory design. The sample consists of 200 F&B business owners selected using probability sampling with a simple random sampling technique. Respondents are micro enterprise owners who have operated their businesses for more than four years and have applied digital marketing strategies. Data were analyzed using multiple linear regression.   Findings – The results show that entrepreneurial orientation, product innovation, and digital marketing each have significant positive effects on marketing performance among micro F&B enterprises.   Originality/value – This study highlights the combined role of entrepreneurial behavior, innovation, and digital marketing in improving marketing performance in Indonesia’s micro F&B sector, particularly in emerging local business contexts.
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

Purpose – This study aims to examine the effects of parasocial interaction and influencer credibility on the purchase intention of HMNS perfume products via TikTok among consumers in Malang City.   Design/methodology/approach –  This study employs a quantitative explanatory research design to analyze the relationships between parasocial interaction, influencer credibility, and purchase intention. The sample consists of 140 respondents aged at least 17 years who reside in Malang City and have watched TikTok influencer content related to HMNS at least twice. Respondents were selected using a non-probability purposive sampling technique. Data were collected through Likert-scale questionnaires and analyzed using multiple linear regression with IBM SPSS Statistics version 26.   Findings – The results indicate that both parasocial interaction and influencer credibility have a positive and significant effect on purchase intention. These findings suggest that emotional engagement with influencers and perceived credibility of endorsers play an important role in shaping consumer intention to purchase perfume products through TikTok.   Originality/value – This study contributes to digital marketing and influencer marketing literature by integrating parasocial interaction and influencer credibility as determinants of purchase intention in the context of TikTok-based perfume marketing. The findings provide practical implications for beauty brands in optimizing influencer strategies and strengthening audience engagement to increase 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

Purpose – This study aims to examine the influence of brand image, price perception, and store atmosphere on repurchase intention among customers of Hondje Tea Shop in Malang.   Design/methodology/approach  – This study employs a quantitative research approach to investigate the relationships among brand image, price perception, store atmosphere, and repurchase intention. Data were collected from Hondje Tea Shop customers through a structured questionnaire and analyzed using appropriate statistical techniques to test the proposed hypotheses.   Findings – The findings indicate that brand image, price perception, and store atmosphere each have a positive and significant influence on repurchase intention. A strong and relatable brand image enhances customers' emotional connection with the brand, while favorable price perception and a comfortable, well-designed store atmosphere increase customer satisfaction and encourage repeat purchase behavior.   Originality/value  – This study contributes to the understanding of consumer behavior in the F&B sector by integrating psychological and experiential factors influencing repurchase intention. The findings offer practical implications for small and medium-sized enterprises in creating sustainable customer loyalty through brand positioning, pricing strategy, and in-store experience design.
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

Purpose – This study aims to examine the effects of perceived value, perceived price, and brand experience on the intention of free Spotify users to subscribe to Spotify Premium.   Design/methodology/approach –  This study employs a quantitative explanatory research design to analyze the relationships between perceived value, perceived price, brand experience, and purchase intention. The sample consists of 160 free Spotify users selected using a non-probability purposive sampling technique. Data were collected through online questionnaires and analyzed using multiple linear regression with IBM SPSS Statistics version 25.   Findings – The results indicate that perceived value, perceived price, and brand experience each have a positive and significant effect on the intention to purchase Spotify Premium. These findings suggest that users’ upgrade intentions are strongly influenced by the value they perceive, pricing considerations, and their overall experience with the Spotify platform.   Originality/value  – This study provides originality by simultaneously examining perceived value, perceived price, and brand experience as predictors of purchase intention specifically among free Spotify users. The findings offer practical value by highlighting the key psychological and experiential factors that can encourage users to upgrade to Spotify Premium, supporting more targeted marketing and service improvement strategies.
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

Purpose –  This study aims to compare the financial performance of companies before and after acquisitions by analyzing selected firms listed on the Indonesia Stock Exchange.   Design/methodology/approach –  This study employs a quantitative comparative research design using secondary financial statement data from five companies listed on the Indonesia Stock Exchange: PT Astra Otoparts Tbk, PT Bayan Resources Tbk, PT Indospring Tbk, PT MNC Land Tbk, and PT Telekomunikasi Indonesia Tbk. Financial performance was evaluated over a five-year period before the acquisition (2008–2012) and a five-year period after the acquisition (2014–2018) using the Current Ratio (CR), Debt-to-Equity Ratio (DER), Total Asset Turnover (TATO), Return on Assets (ROA), Return on Equity (ROE), Net Profit Margin (NPM), and Earnings per Share (EPS). The data were analyzed using the Kolmogorov–Smirnov normality test, paired-sample t-test, and Wilcoxon signed-rank test.   Findings – The findings indicate significant differences in several financial performance indicators between the pre-acquisition and post-acquisition periods. Earnings per Share (EPS) decreased significantly following the acquisitions, while Return on Assets (ROA) and Total Asset Turnover (TATO) did not exhibit significant differences. Overall, the results suggest that acquisitions have mixed effects on corporate financial performance, generating both positive and negative changes across different financial indicators.   Originality/value – This study contributes to the understanding of acquisition outcomes in emerging markets by providing empirical evidence on post-acquisition financial performance in Indonesia. The findings offer practical insights for investors and corporate managers in assessing the effectiveness of acquisition strategies and their implications for long-term financial sustainability.
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

Purpose – This study aims to examine the effects of customer reviews, ratings, and brand image on consumers’ purchase intention toward Daviena skincare products through TikTok Shop in Indonesia.   Design/methodology/approach –  This study employs a quantitative explanatory research design to test the causal relationships among customer reviews, ratings, brand image, and purchase intention. A total of 194 respondents aged at least 17 years who have TikTok installed on their smartphones, have previously made purchases through TikTok Shop, and are familiar with Daviena skincare products were selected using a purposive sampling technique. Data were analyzed using multiple linear regression after passing validity, reliability, and classical assumption tests.   Findings – The results indicate that customer reviews, ratings, and brand image each have a positive and significant effect on purchase intention. Simultaneously, these three variables also have a significant positive influence on consumers’ intention to purchase Daviena skincare products via TikTok Shop, highlighting the importance of digital social proof and brand perception in shaping online purchasing behavior.   Originality/value – This study contributes to social commerce and digital marketing literature by integrating customer reviews, ratings, and brand image as determinants of purchase intention in the context of TikTok Shop. The findings provide practical implications for skincare brands and online sellers in strengthening consumer trust and purchase intention through effective review management, high product ratings, and strong brand image development.
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

Purpose – This study aims to develop a business strategy for PT Galari Promosindo Prima to strengthen its strategic position and enhance competitiveness in Indonesia’s event organizer industry amid increasing competition and rapid digital transformation.     Design/methodology/approach –  This study adopts a descriptive qualitative approach. Data were collected through interviews, observations, and documentation. The analysis was conducted using Social Media Optimization (SMO) to assess internal and external conditions, SWOT analysis and SWOT matrix to generate strategic alternatives, and stakeholder alignment analysis to determine the most appropriate strategic direction.   Findings – The results indicate that Social Media Optimization (SMO) is the most suitable strategy for PT Galari Promosindo Prima under current conditions. The proposed strategy focuses on strengthening social media presence through structured content planning, improving visual branding on Instagram, monitoring performance, and utilizing Instagram analytics tools to optimize digital marketing effectiveness.   Originality/value – This study offers originality by integrating Social Media Optimization (SMO), SWOT analysis, and stakeholder alignment into a unified framework for strategic decision-making in the Event Organizer sector. The findings provide practical, context-specific recommendations that enhance digital marketing performance and support strategic business growth.

Page 30 of 39 | Total Record : 385

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