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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 385 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

Purpose – This study aims to analyze the influence of lifestyle and reference group on purchase decisions among Generation Z students in using Kick Avenue e-commerce platform, focusing on students of the Faculty of Economics and Business, Universitas Brawijaya.   Design/methodology/approach –  This study employs a quantitative research design. Data were collected through questionnaires distributed to 150 respondents selected from Generation Z students. The data were analyzed using multiple linear regression with t-test to examine the partial and simultaneous effects of lifestyle and reference group on purchase decisions.   Findings – The results indicate that lifestyle has a positive and significant effect on purchase decisions, as individual preferences in daily living influence product and service choices. Reference group also has a positive and significant effect, suggesting that social influences shape consumer preferences. Simultaneously, both variables significantly affect purchase decisions, with lifestyle identified as the dominant factor.   Originality/value – This study provides originality by analyzing the simultaneous influence of lifestyle and reference group on purchase decisions specifically within the context of Gen Z users of Kick Avenue. The findings offer practical value by highlighting that lifestyle plays a dominant role, enabling e-commerce businesses to craft more targeted and psychologically aligned marketing strategies.
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

Purpose – This study aims to examine and analyze the effects of product quality, sales promotion, and perceived price on customer satisfaction among mountain hikers in Malang City, particularly users of Consina outdoor products.   Design/methodology/approach – This study employs a quantitative research design using purposive sampling. The sample consists of 132 mountain hikers in Malang City who have purchased Consina products at least once. Data were collected through a Google Forms questionnaire and analyzed using multiple linear regression with IBM SPSS Statistics 26.   Findings – The results indicate that product quality, sales promotion, and perceived price each have a positive and significant effect on customer satisfaction. The adjusted R² value of 0.601 suggests that these three variables explain 60.1% of the variation in customer satisfaction, while the remaining 39.9% is influenced by other factors not included in this study.   Originality/value – This study provides originality by simultaneously examining product quality, sales promotion, and perceived price within the specific context of hiking equipment users in Malang City. The findings offer new empirical evidence from a niche consumer segment that has received limited attention in previous 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

Purpose – This study aims to examine the influence of social media marketing activities, product quality, and brand image on the purchase intention of FITlife Whey Protein among millennial consumers at SAM Fitness in Malang City.   Design/methodology/approach – This study employs a quantitative descriptive research design with an explanatory approach. The population consists of 653 millennial consumers, from which 100 respondents were selected using a simple random sampling technique. Data were collected through structured questionnaires and analyzed using multiple linear regression analysis.   Findings – The results indicate that social media marketing activities, product quality, and brand image each have a positive and significant effect on purchase intention. These findings suggest that effective digital marketing engagement, strong perceived product quality, and a positive brand image play important roles in shaping consumers’ intention to purchase whey protein products.   Originality/value – This study offers originality by examining social media marketing activity, product quality, and brand image simultaneously as drivers of purchase intention specifically among millennial consumers of FITlife Whey Protein at a local fitness center. The findings provide practical value by highlighting the strategic importance of digital engagement and high-quality product offerings in shaping millennial purchasing decisions.
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

Purpose – This study aims to analyze the effects of location, price perception, and house design on the purchase intention of Mansion Nine landed houses among millennials in Surabaya.  Design/methodology/approach – This study employs a quantitative explanatory research design to examine the relationships between location, price perception, house design, and purchase intention. Data were collected through an online questionnaire from 220 millennial respondents who are familiar with Mansion Nine housing products. The data were analyzed using multiple linear regression with IBM SPSS Statistics version 26.   Findings – The results indicate that location, price perception, and house design each have a positive and significant effect on purchase intention. These findings suggest that strategic location, competitive pricing, and attractive housing design are key factors influencing millennials’ intention to purchase landed houses.   Originality/value – This study contributes to real estate marketing literature by identifying the combined influence of location, price perception, and house design on millennial purchase intention in the Indonesian housing sector. The findings provide practical implications for property developers in designing more effective marketing strategies that align with millennial 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

Purpose –   This study aims to analyze the influence of price and promotion on the purchase decisions of HMNS perfume among students in Malang City.   Design/methodology/approach – This study employs a quantitative research approach using an online survey method. The sample consists of 100 respondents selected through purposive sampling, targeting students in Malang City. The study examines price and promotion as independent variables and purchase decision as the dependent variable. Data were analyzed using multiple linear regression to test the proposed relationships.   Findings – The results indicate that both price and promotion have a positive and significant influence on purchase decisions. Price shows a significant positive relationship, suggesting that price suitability relative to perceived product quality is an important factor in consumer decision-making. Promotion also significantly affects purchase decisions, particularly through discounts and social media-based marketing strategies.   Originality/value  –  The originality of this study emerges from its focus on the local perfume industry in Indonesia, a sector that is still relatively underexplored in academic research. This study provides new insights into how price perceptions and promotional strategies influence purchasing decisions among student consumers. The findings contribute to the broader consumer behavior literature by highlighting a specific demographic group within an emerging domestic market.
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

Purpose – This study aims to examine the influence of product quality, service quality, and price on customer satisfaction at Mie Gacoan in Malang City.     Design/methodology/approach – This study employs a quantitative explanatory research design. The population consists of Mie Gacoan customers in Malang City, and 220 respondents were selected using a non-probability purposive sampling technique. Data were collected through an online questionnaire using Google Forms and analyzed using multiple linear regression with IBM SPSS Statistics version 25.   Findings – The results indicate that product quality, service quality, and price simultaneously have a significant effect on customer satisfaction (F = 26.408; p < 0.001). Partially, product quality (β = 0.213; p < 0.001), service quality (β = 0.072; p = 0.030), and price (β = 0.190; p = 0.044) each have a positive and significant effect on customer satisfaction. The adjusted R² value of 0.258 indicates that the three variables explain 25.8% of the variation in customer satisfaction.   Originality/value – This study contributes to culinary marketing literature by simultaneously examining product quality, service quality, and price in the context of Mie Gacoan, a rapidly growing local fast-food brand that has received limited academic attention. The findings provide practical implications for restaurant managers in improving product quality, service delivery, and pricing strategies 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

Purpose – This study aims to examine 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.   Design/methodology/approach –  This study employs a quantitative research design using data collected through online questionnaires. The sample consists of 120 respondents selected using a purposive sampling technique. Data were analyzed using multiple linear regression to examine the relationships between green brand image, CRM, e-WOM, and customer loyalty.   Findings – The results indicate that CRM has a positive and significant effect on customer loyalty, suggesting that responsive customer service, data-driven strategies, and personalized promotions effectively enhance customer trust and long-term relationships. In contrast, green brand image and e-WOM do not have a significant effect on customer loyalty. These findings imply that operational and relational management strategies are more influential than sustainability image and online reviews in driving loyalty in this context.   Originality/value – This study offers originality by simultaneously examining Green Brand Image, CRM, and E-WOM as predictors of customer loyalty within the OTA industry, a combination rarely explored in previous research. The findings provide practical value by revealing that CRM is the most influential factor, offering clear strategic direction for Traveloka in refining its loyalty-focused initiatives.
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

Purpose – This study aims to examine the influence of brand image, brand trust, and product quality on repurchase intention among Somethinc skincare users in Malang City.   Design/methodology/approach – This study adopts a quantitative research approach to examine the relationships among the research variables. Data were collected using a purposive sampling technique involving 160 respondents aged at least 18 years who had purchased Somethinc skincare products within the last six months and resided in Malang City. Data quality was assessed through validity, reliability, and classical assumption tests, while multiple regression and descriptive analyses were performed using IBM SPSS Statistics 27.   Findings – The results reveal that brand image, brand trust, and product quality each have a positive and significant influence on consumers' repurchase intention. These findings suggest that strengthening brand perception, maintaining consumer trust, and consistently delivering high product quality are essential strategies for encouraging repeat purchases.   Originality/value – This study enriches the consumer behavior and skincare marketing literature by providing empirical evidence of the combined effects of brand image, brand trust, and product quality on repurchase intention in the Indonesian skincare market. The findings offer practical implications for skincare companies seeking to strengthen customer loyalty and sustain competitive advantage through brand development and quality improvement.
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

  Purpose – This study aims to examine the effect of customer satisfaction on the loyalty of Samsung smartphone users in Indonesia, with brand trust as a mediating variable and alternative attractiveness as a moderating variable.    Design/methodology/approach – This study employs an explanatory research design to investigate the causal relationships among customer satisfaction, brand trust, alternative attractiveness, and customer loyalty. Using a purposive sampling technique, data were collected from 321 Samsung smartphone users aged at least 17 years. The proposed research model was analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4.0 to evaluate the direct, indirect, and moderating effects.   Findings – The results indicate that customer satisfaction has a positive and significant direct effect on both brand trust and customer loyalty. Brand trust also has a positive and significant effect on customer loyalty and mediates the relationship between customer satisfaction and loyalty. However, alternative attractiveness does not significantly moderate the relationship between brand trust and customer loyalty. These findings suggest that satisfied customers who develop strong trust in the Samsung brand tend to remain loyal despite the availability of competing smartphone brands.   Originality/value – This study contributes to the customer loyalty literature by integrating mediation and moderation mechanisms to explain loyalty formation in the smartphone industry. It highlights the mediating role of brand trust and demonstrates that alternative attractiveness does not weaken the relationship between brand trust and loyalty, providing practical insights for smartphone manufacturers seeking to strengthen long-term customer retention.
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

Purpose – This study aims to examine the effect of electronic word-of-mouth (e-WOM), brand attitude, and brand image on purchase intention of Skintific skincare products among consumers in Malang City.    Design/methodology/approach – This study employs a quantitative explanatory research design to analyze the causal relationships among e-WOM, brand attitude, brand image, and purchase intention. The sample consisted of 183 respondents selected using Cochran’s formula. Data were collected using a Likert-scale questionnaire, which was tested for validity and reliability. Data analysis involved classical assumption tests (normality, linearity, multicollinearity, and heteroscedasticity), followed by multiple linear regression analysis. Hypothesis testing was conducted using F-test, t-test, and coefficient of determination (R²), with all analyses performed using statistical software.   Findings – The results indicate that e-WOM has a negative effect on purchase intention, while brand attitude and brand image have positive effects. However, when analyzed simultaneously, e-WOM, brand attitude, and brand image significantly influence purchase intention. These findings suggest that although online consumer reviews may not always positively drive intention, brand-related perceptions play a stronger role in shaping purchase behavior in the skincare industry.   Originality/value – The originality of this research lies in its exploration of e-WOM, brand attitude, and brand image within the context of an emerging international skincare brand in Indonesia. The finding that e-WOM negatively affects purchase intention provides a unique empirical contribution that challenges common assumptions in digital consumer behavior research.

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