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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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Understanding Gen Z Purchase Decisions: The Roles of Lifestyle and Reference Group Influence Aribyan, Mochamad Bintang; Susilowati, Christin
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.2025.04.2.17

Abstract

The objective of this research is to analyze the effects of lifestyle and reference group on people’s decision to purchase goods via Kick Avenue, an e-commerce business, by focusing on the Gen Z students of Faculty of Economics and Business, Universitas Brawijaya. The data of this quantitative study was harvested via questionnaires distributed to 150 respondents and was analyzed through multiple linear regression with t-test to identify the influence of each variable. This study finds that lifestyle positively and significantly affects the purchase decision, in which individuals’ preferences in living their life determine products and services they choose. Further, reference group also has positive and significant impacts on the purchase decision, indicating that views and behaviors within certain social groups affect consumer preferences. Additionally, lifestyle and reference group simultaneously pose significant impacts on the purchase decision, with lifestyle being the dominant variable. This study provides insights for e-commerce companies regarding how to design marketing strategies relevant with the lifestyle and the social influence of their customers.
Drivers of Customer Satisfaction Among Mountain Hikers: The Role of Product Quality, Sales Promotion, and Perceived Price Varellino, Geraldus Edbert; Isharina, Ikhtiara Kaideni
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.2025.04.2.07

Abstract

The objective of this research is to identify and analyze the effects of product quality, sales promotion and perceived price on the customer satisfaction of mountain hikers in Malang City. Using purposive sampling technique, 132 mountain hikers of Malang City who have made at least one purchase of Consina products were selected as the respondents. The data was harvested via Google Forms questionnaires and was analyzed through multiple linear regression in SPSS 26. This study finds that product quality, sales promotion, and perceived price partially have significant effects on the customer satisfaction. With the adjusted R-squared value of 0.601, it can be inferred that product quality, sales promotion, and perceived price influence 60.1% of the customer satisfaction, with the remaining 39.9% is the contribution of other variables not discussed in this research.
How Social Media Marketing, Product Quality, And Brand Image Influence Millennial Purchase Intention Ghifari Irfansyah, Muhammad Reza; Rahman, 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.2025.04.2.16

Abstract

Whey Protein has become a growing trend in the health and fitness market, although it has not yet achieved a leading market position. This study aims to examine the influence of social media marketing activities, product quality, and brand image of FITlife Whey Protein on the purchase intention of millennial consumers at SAM Fitness in Malang City. Employing a quantitative descriptive approach with an explanatory research design, the study involved a population of 653 millennial consumers, from which 100 respondents were selected using a simple random sampling technique. Data were collected through questionnaires and analyzed using multiple linear regression. The findings indicate that social media marketing activities, product quality, and brand image each have a positive and significant effect on purchase intention. The novelty of this research lies in its integrated analysis of these three factors specifically among millennial consumers. The study also highlights the strategic importance of strengthening digital marketing and maintaining high product quality to enhance consumer purchase intention.
The Influence of Location, Price Perception, and House Design on The Purchase Intention of Mansion Nine Landing Houses Pratama, Reyhan Atallah Syah; Rohman, Fatchur
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.2025.04.3.03.

Abstract

The demand for housing in Indonesia continues to increase, particularly among the millennial generation. However, a contrasting trend is observed with one prominent housing developer, Mansion Nine, which has experienced a decline in sales over the past few years. This highlights the urgency of understanding the factors that influence the purchase intention of millennials, especially in Surabaya. This study aims to analyze the effects of location, price perception, and house design on the purchase intention of Mansion Nine's landed houses among millennials in Surabaya. This research uses an explanatory quantitative approach. Data was collected through an online questionnaire involving 220 millennial respondents who are familiar with Mansion Nine's housing products. The data analysis technique used is multiple linear regression, with the assistance of SPSS software version 26. The results indicate that location, price perception, and house design have a positive and significant impact on purchase intention. Strategic locations, competitive prices, and attractive house designs and types are the main considerations in influencing millennials' purchase intention for landed houses. The implications of this study provide insights for housing developers to design more effective marketing strategies to attract millennial interest, focusing on selecting strategic locations, setting competitive prices, and offering house designs that match their preferences
The Power of Price and Promotion in Stimulating Consumer Purchase Decisions: A Study on HMNS Perfume Dharmawan, Ikke Putri; Moko, Wahdiyat
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.2025.04.2.03

Abstract

This study aims to analyze the influence of price and promotion on the purchase decision of HMNS perfume among students in Malang City. The independent variables in this study include price and promotion, while the dependent variable is the purchase decision. The study employs a quantitative approach using an online survey method. The sample consists of 100 respondents selected using the purposive sampling technique. The results of multiple linear regression analysis indicate that price and promotion have a significant influence on purchase decisions. Specifically, price shows a positive and significant relationship, suggesting that the alignment of price with product quality are important factors for consumers. Promotion also plays a significant role, particularly through marketing strategies such as discounts and social media. This research provides practical contributions to HMNS in understanding the factors influencing consumer purchase decisions, particularly in the student segment. Marketing strategies involving competitive pricing, attractive promotions, and leveraging impulsive buying behavior can enhance sales performance. Theoretically, this study enriches the literature on consumer behavior and purchase decisions in Indonesia's local perfume industry  
The Effects of Product Quality, Service Quality, and Price on Customer Satisfaction Batu Bara, Citra Maulani; Suryadi, Nanang
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.2025.04.3.14

Abstract

The rapid growth of the culinary industry in Indonesia has driven business actors to continuously improve quality in order to remain competitive and retain customers. Mie Gacoan, as one of the fast-food brands currently popular among the public particularly in Malang City, faces challenges in maintaining customer satisfaction amidst intense competition. This study aims to examine the influence of product quality, service quality, and price on customer satisfaction at Mie Gacoan in Malang. A quantitative approach was employed using an explanatory research design. The population consisted of Mie Gacoan customers in Malang City, and the sample was selected through non-probability purposive sampling, totaling 220 respondents. Data were collected via an online questionnaire using Google Forms and analyzed through multiple linear regression with the help of SPSS version 25. The results show that all three independent variables significantly affect customer satisfaction simultaneously, with an F- value of 26.408 and a significance level of 0.000. Individually, product quality has a coefficient of 0.213 (p = .000), service quality 0.072 (p = .030), and price 0.190 (p = .044). The adjusted R² value of 0.258 indicates that these variables explain 25.8% of the variation in customer satisfaction. The novelty of this study lies in the simultaneous application of the three variables to a fast-growing local brand that has not been widely examined in previous academic studies. The findings provide strategic insights for Mie Gacoan’s management and other culinary businesses to improve service quality and pricing strategies in order to enhance customer satisfaction.
Customer Loyalty Drivers in Online Travel Agencies: The Roles of Green Brand Image, CRM, and E-WOM Setiawan, Prayogi; Parwati, Kardina Yudha
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.2025.04.2.15

Abstract

In the increasingly fierce competition of the Online Travel Agency (OTA) industry, maintaining customer loyalty is a major challenge for companies. Traveloka, as one of the major players, needs to understand the factors that influence user loyalty to remain competitive. This study aims to analyse the effect of Green Brand Image, Customer Relationship Management (CRM), and Electronic Word of Mouth (E-WOM) on Customer Loyalty among Traveloka users in Indonesia. A quantitative approach was used by collecting data through online questionnaires from 120 respondents selected using purposive sampling technique. Analysis was carried out using multiple linear regression methods. The results showed that CRM has a positive significant effect on Customer Loyalty, indicating that strategies such as responsive customer service, use of data-driven technology, and personalisation of promotions effectively build trust and long-term relationships with customers. In contrast, Green Brand Image and E-WOM do not have a significant effect on Customer Loyalty.  This indicates the need to optimise the application of sustainability values and digital communication to strengthen their impact on customer loyalty. This research provides a theoretical contribution by enriching the literature related to the determinants of customer loyalty in the Online Travel Agency (OTA) industry. Practically, this research suggests Traveloka to continue to strengthen its CRM strategy and re-evaluate the implementation of Green Brand Image and E-WOM to be more relevant to consumer needs. Thus, the company can maintain its position as a market leader in the OTA industry amid increasingly fierce competition.
Encouraging Repeat Purchases: A Study of The Effects of Brand Image, Brand Trust, and Product Quality Tresna, Muhamad Ikhsandi; Rohman, Fatchur
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.2025.04.1.02

Abstract

This research investigates the influence of brand image, brand trust, and product quality on repurchase intention among Somethinc skincare users in Malang City. This study uses a quantitative approach, which seeks to identify relationships and explain the causes of measurable changes in social facts. Utilizing non-probability sampling and purposive sampling, 160 people with the minimum age of 18 years who have purchased Somethinc within the last six months and live in Malang City were selected as the respondents. The data quality was assured via classical assumption, validity, and reliability testing, and the data processing was conducted through multiple regression and descriptive analysis; all of which were performed in IBM SPSS Statistics 27. This study finds that brand image, brand trust, and product quality have a positive and significant impact on repurchase intention among Somethinc skincare users in Malang City.
Examining Alternative Attractiveness Effects on Brand Trust-Loyalty Relationship in Samsung Users Prabawa, Dewa Made Surya; Handrito, Radityo Putro
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.2025.04.1.14

Abstract

The Indonesian smartphone market has a promising future, but intense competition has led to a decline in Samsung's market share and brand index. Other attractive brands, such as Apple and Chinese-made smartphones, have contributed to this decline. To maintain success, customer loyalty is crucial. The objective of this research is to identify the effects of customer satisfaction on the loyalty of Samsung smartphone users in Indonesia through the mediation of brand trust and the moderation of alternative attractiveness. This explanatory research elucidates the causal relationship between its variables through hypothesis testing. Using purposive sampling technique with the criteria of Samsung smartphone user with the minimum age of seventeen years, 321 people were selected as the respondents. The results of the data analysis performed in SEM PLS 4.0 suggest that customer satisfaction directly has a significant influence on the formation of brand trust and loyalty, and that brand trust directly and significantly affects loyalty. Furthermore, customer satisfaction significantly influences loyalty through brand trust, while alternative attractiveness does not significantly moderate the relationship between brand trust and loyalty. This finding indicates that Samsung customers who trust the brand due to satisfaction are less likely to be attracted to alternative smartphone brands.
Consumer Behavioral Drivers: The Effects of e-WOM, Brand Attitude, and Brand Image on Skintific Purchase Intention Nafis, Fitya Hilyatin; Hapsari, Raditha Dwi Vata
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.2025.04.2.05

Abstract

This study aims to examine the influence of electronic word-of-mouth (e-WOM), brand attitude, and brand image on the purchase intentions for Skintific products among skincare consumers in Malang City. This quantitative explanatory research elucidates the causal relationships between the variables through hypothesis testing. A total of 183 respondents were selected, with the sample size calculated using Cochran's formula. The data was collected through a Likert-scale questionnaire that had undergone validity and reliability testing. The collected data was tested using classical assumption tests, including normality, linearity, multicollinearity, and heteroscedasticity tests, followed by multiple regression analysis. Furthermore, model accuracy (F-test), coefficient of determination (R²), and partial regression coefficient (t-test) were conducted for hypothesis testing. This study finds that electronic word-of-mouth negatively influences the purchase intention for Skintific skincare products in Malang City, that brand attitude and brand image positively influence the purchase intention, and that electronic word-of-mouth, brand attitude, and brand image simultaneously have a positive influence on purchase intention.

Page 31 of 36 | Total Record : 359

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