Articles
385 Documents
<![CDATA[The Influence of Billiard Rental Marketing Mix on Visiting Decisions ]]>
<![CDATA[Trianto, Yosua Andi]]>;
<![CDATA[Indrawati, Nur]]>
<![CDATA[ Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 4 No. 1 (2025) ]]>
Publisher : <![CDATA[Fakultas Ekonomi dan Bisnis Universitas Brawijaya ]]>
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DOI: 10.21776/jmppk.2025.04.1.16
<![CDATA[Purpose – This study aims to examine the effect of the marketing mix (product, price, place, and promotion) on consumer visiting decisions at Amorty Billiards Training Ground, Dinoyo, Malang. Design/methodology/approach – This study employs a quantitative research approach. The population consists of consumers of Amorty Billiards Training Ground in Dinoyo, Malang; however, due to its unknown and dynamic nature, the sample size was determined using the Lemeshow formula, resulting in 100 respondents. Data were collected using structured questionnaires and analyzed using multiple linear regression with IBM SPSS Statistics 25. Findings – The results show that product, price, and place have a positive and significant effect on consumer visiting decisions, while promotion does not have a significant effect. These findings indicate that physical and value-based aspects of the marketing mix play a more dominant role in attracting customer visits compared to promotional activities. Originality/value – This study contributes to the marketing services literature by examining the role of the marketing mix in influencing visiting decisions in the context of a billiards entertainment business. The findings provide practical implications for business managers, particularly in improving promotional strategies especially through social media to increase consumer awareness and visitation rates.]]>
<![CDATA[Analysis of Promotion Strategy and Packaging Design on Repurchase Intention (AIDA Implementation) ]]>
<![CDATA[Shendri, Gabriella Natasha]]>;
<![CDATA[Arimbawa, Putu Adi Putra]]>
<![CDATA[ Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 4 No. 1 (2025) ]]>
Publisher : <![CDATA[Fakultas Ekonomi dan Bisnis Universitas Brawijaya ]]>
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DOI: 10.21776/jmppk. 2025.04.1.01
<![CDATA[Purpose – This study aims to examine the influence of promotion strategy and packaging design on consumers' repurchase intention in MyPaw Mart, an Indonesian SME producing organic and human-grade cat treats, by applying the AIDA (Attention, Interest, Desire, and Action) framework. Design/methodology/approach – This study employs a quantitative research approach using survey data collected from MyPaw Mart consumers. The relationships among promotion strategy, packaging design, and repurchase intention were analyzed based on the AIDA framework to evaluate the effects of marketing activities on consumer purchasing behavior. Findings – The results indicate that both promotion strategy and packaging design have a positive and significant influence on consumers' repurchase intention. Effective promotional activities, including engaging social media campaigns and attractive discount programs, successfully increase consumer attention and desire. Furthermore, packaging that is visually appealing and clearly communicates product information enhances consumer trust, thereby encouraging repeat purchase decisions. Originality/value – This study contributes to the growing literature on SME marketing in emerging markets by extending the application of the AIDA model to the pet food industry. It also provides practical insights for SMEs on improving customer retention through effective promotion strategies and informative packaging design. ]]>
<![CDATA[The Influence of Live-Streaming Commerce and Brand Recognition on The Intention to Purchase the Erigo Brand ]]>
<![CDATA[Matovani, Satria Rafi Athaullah]]>
<![CDATA[ Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 4 No. 4 (2025) ]]>
Publisher : <![CDATA[Fakultas Ekonomi dan Bisnis Universitas Brawijaya ]]>
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DOI: 10.21776/jmppk.2025.04.4.20
<![CDATA[Purpose – This study aims to examine the effect of live-streaming commerce and brand recognition on purchase intention of the “Erigo” brand through TikTok live shopping. Design/methodology/approach – This causal quantitative study involved 190 Erigo consumers in Malang City, selected using a non-probability sampling method. Data were analyzed using multiple linear regression. Findings – The results show that live-streaming commerce and brand recognition have a positive and significant effect on purchase intention. Live-streaming commerce is the most dominant factor influencing purchase intention, indicating that consumers tend to purchase during live shopping sessions on TikTok. Originality/value – This study highlights the growing role of live-streaming commerce as a dominant digital marketing strategy in influencing purchase intention in the fashion industry, particularly for local brands like Erigo. ]]>
<![CDATA[Understanding E-Loyalty in Gen Z Digital Banking Users: An Analysis of E-Service Quality, E-Trust, and E-Satisfaction ]]>
<![CDATA[Dessyta Miranda Syaharani]]>;
<![CDATA[Basuki, Ananto]]>
<![CDATA[ Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 4 No. 2 (2025) ]]>
Publisher : <![CDATA[Fakultas Ekonomi dan Bisnis Universitas Brawijaya ]]>
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DOI: 10.21776/jmppk.2025.04.2.22
<![CDATA[Purpose – This study aims to examine the effects of e-service quality and e-trust on e-loyalty among Gen Z users of Blu by BCA in Malang City, with e-satisfaction as a mediating variable. Design/methodology/approach – This study employs a quantitative explanatory research design to analyze the relationships among e-service quality, e-trust, e-satisfaction, and e-loyalty. The sample consists of 100 Gen Z respondents (born between 1997 and 2012) who live in Malang City and use Blu by BCA. Respondents were selected using a non-probability purposive sampling technique. Data were collected through online questionnaires and analyzed using path analysis in IBM SPSS Statistics 21, while mediation effects were tested using the Sobel test. Findings – The results indicate that e-service quality and e-trust have positive and significant effects on both e-loyalty and e-satisfaction. Furthermore, e-service quality and e-trust indirectly influence e-loyalty through the mediating role of e-satisfaction. These findings suggest that user loyalty in digital banking is strongly shaped by service quality, trust, and satisfaction as an integrated mechanism. Originality/value – This study offers originality by empirically examining e-service quality and e-trust as predictors of e-loyalty with e-satisfaction as a mediating variable specifically among Gen Z users of Blu by BCA. The findings provide valuable insights into how both direct and mediated effects operate within digital banking, guiding platforms in strengthening user experience strategies.]]>
<![CDATA[The Influence of Product Quality, Promotion, and Shopee Paylater on Purchase Decision ]]>
<![CDATA[Wira Tamtama, Manikam Manggala]]>;
<![CDATA[Basuki, Ananto]]>
<![CDATA[ Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 4 No. 3 (2025) ]]>
Publisher : <![CDATA[Fakultas Ekonomi dan Bisnis Universitas Brawijaya ]]>
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DOI: 10.21776/jmppk.2025.04.3.12
<![CDATA[Purpose – This study aims to examine the influence of product quality, promotion, and Shopee PayLater on consumer purchasing decisions in Malang City. Design/methodology/approach – This study employs a quantitative research design using the Partial Least Squares–Structural Equation Modeling (PLS-SEM) approach. Data were collected from 170 respondents selected through purposive sampling. The respondents were Shopee PayLater users aged 17–35 years who had viewed promotional content at least three times and made purchases within the last three months. Data were analyzed using Partial Least Squares (PLS) to examine the effects of product quality, promotion, and Shopee PayLater on purchasing decisions. Findings – The results indicate that product quality has the strongest positive and significant effect on purchasing decisions (β = 0.411), followed by promotion (β = 0.308) and Shopee PayLater (β = 0.234). Although all three variables significantly influence purchasing decisions, product quality is identified as the primary determinant, while Shopee PayLater functions as a supporting factor that facilitates consumer purchases. Originality/value – This study contributes to e-commerce and digital payment literature by integrating product quality, promotion, and buy-now-pay-later (BNPL) services as determinants of purchasing decisions. The findings provide practical implications for online businesses in prioritizing product quality while leveraging promotional strategies and flexible payment options to strengthen consumer purchasing behavior.]]>
<![CDATA[Revealing Consumer Motivation on The Shopee Marketplace Toward Natural-Based Skincare Products ]]>
<![CDATA[Muslimah, Tsaniatu]]>;
<![CDATA[Nugroho, Dian Ari]]>
<![CDATA[ Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 4 No. 2 (2025) ]]>
Publisher : <![CDATA[Fakultas Ekonomi dan Bisnis Universitas Brawijaya ]]>
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DOI: 10.21776/jmppk.2025.04.2.12
<![CDATA[Purpose – This study aims to analyze the factors that motivate consumers to choose natural-based skincare products, particularly Aurolia.id natural soap products sold through Shopee. Design/methodology/approach – This study employs a qualitative case study approach. The research subjects consist of five informants who have purchased Aurolia.id natural soap products via Shopee. Data were collected through in-depth interviews, document analysis, and library research. The data were analyzed to explore and interpret consumer motivations in selecting natural-based skincare products. Findings – The findings reveal that consumer motivation is influenced by several factors, including competitive pricing compared to similar products, positive customer reviews, relational closeness with the business owner, consumer knowledge of the product, perceived product quality, geographical proximity to the seller, and the effectiveness of Shopee as a distribution channel. These factors collectively shape consumers’ decisions to choose natural-based skincare products. Originality/value – This study offers originality by exploring consumer motivation through an in-depth qualitative case approach focused on buyers of a small natural skincare brand, Aurolia.id, within an online marketplace context. The findings provide nuanced, experience-based insights that enrich existing literature and can guide micro and small businesses in designing more targeted marketing strategies.]]>
<![CDATA[From Desire to Decision: The Impact of Hedonic Motivation and Store Aesthetics on Impulse Purchases ]]>
<![CDATA[Rahmawati, Elisa Diah]]>;
<![CDATA[Suryadi, Nanang]]>
<![CDATA[ Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 4 No. 1 (2025) ]]>
Publisher : <![CDATA[Fakultas Ekonomi dan Bisnis Universitas Brawijaya ]]>
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DOI: 10.21776/jmppk.2025.04.1.10
<![CDATA[Purpose – This study aims to examine the influence of hedonic shopping motivation and visual merchandising on impulse buying among customers of OH!SOME at Olympic Garden Mall, Malang City. Design/methodology/approach – This study employs a quantitative explanatory research design to analyze the causal relationships among hedonic shopping motivation, visual merchandising, and impulse buying. Data were collected from 150 respondents who were OH!SOME customers aged at least 17 years and had experienced impulse purchasing. A non-probability sampling method with purposive sampling technique was used. Primary data were obtained through a five-point Likert-scale questionnaire, supported by secondary data sources. The data were analyzed using multiple linear regression with validity, reliability, and classical assumption tests, and hypothesis testing was conducted using the t-test in IBM SPSS Statistics 30.0. Findings – The results show that both hedonic shopping motivation and visual merchandising have a positive and significant effect on impulse buying. These findings indicate that emotional shopping enjoyment and attractive store visual presentation play an important role in triggering unplanned purchasing behavior among retail consumers. Originality/value – This study contributes to retail marketing literature by providing empirical evidence on how hedonic motives and visual merchandising jointly shape impulse buying behavior in the Indonesian retail context. The findings offer strategic insights for retailers seeking to design store environments that enhance emotional engagement and drive unplanned purchases.]]>
<![CDATA[Repurchase Intention in Eco-Labeled Products: The Roles of Green Marketing and Perceived Value ]]>
<![CDATA[Kyrbi, Ramanda]]>;
<![CDATA[Suryadi, Nanang]]>
<![CDATA[ Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 4 No. 2 (2025) ]]>
Publisher : <![CDATA[Fakultas Ekonomi dan Bisnis Universitas Brawijaya ]]>
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DOI: 10.21776/jmppk.2025.04.2.20
<![CDATA[Purpose – This study aims to examine the effect of green marketing and perceived value on the repurchase intention of AQUA consumers in Malang City. Design/methodology/approach – This study employs a quantitative explanatory research design to analyze the causal relationships among green marketing, perceived value, and repurchase intention. The study variables include green marketing (X1), perceived value (X2), and repurchase intention (Y). Data were collected from 130 respondents aged at least 17 years who reside in Malang City and have purchased AQUA products, using a non-probability purposive sampling technique. The research instrument was tested for validity and reliability, while classical assumption tests were conducted to ensure data quality. Data were analyzed using multiple linear regression, and hypothesis testing was performed using IBM SPSS Statistics version 30.0. Findings – The results indicate that green marketing has a positive but statistically insignificant effect on repurchase intention, while perceived value has a positive and significant effect. These findings suggest that consumers’ repurchase decisions for AQUA products are more strongly driven by perceived value than by green marketing initiatives. Originality/value – This study offers originality by empirically examining the simultaneous effects of green marketing and perceived value on repurchase intention specifically for AQUA, a leading bottled water brand in Indonesia. The findings provide practical value by revealing that perceived value plays a more decisive role than green marketing, offering clear direction for companies to refine their customer retention strategies.]]>
<![CDATA[Impulse Buying Behavior: The Impact Of Store Atmosphere, Promotions, And Hedonic Shopping Motivations ]]>
<![CDATA[Batisuta, Jeremy Gabriel]]>;
<![CDATA[Hapsari, Raditha Dwi Vata]]>
<![CDATA[ Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 4 No. 4 (2025) ]]>
Publisher : <![CDATA[Fakultas Ekonomi dan Bisnis Universitas Brawijaya ]]>
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DOI: 10.21776/jmppk.2025.04.4.15
<![CDATA[Purpose – This study aims to analyze the influence of visual merchandising, sales promotion, and hedonic shopping motivation on impulse buying behavior among H&M store consumers. Design/methodology/approach – This research employs a quantitative descriptive approach. The population consists of H&M consumers, with a purposive sampling technique used to select respondents. The sample size was determined using Roscoe’s guideline and expanded to 160 respondents to improve representation. Data were analyzed using multiple linear regression with SPSS. Findings – The results indicate that visual merchandising has a significant positive effect on impulse buying behavior. Meanwhile, promotion and hedonic shopping motivation show weaker effects on impulse buying. Originality/value – This study integrates emotional, promotional, and visual factors into a single framework to explain impulse buying behavior in the fashion retail context, highlighting the dominant role of visual merchandising. ]]>
<![CDATA[Skincare Branding Strategy: Social Media Marketing, Celebrity Endorsers, and Brand Identity ]]>
<![CDATA[Angela Evlyn]]>;
<![CDATA[Handrito, Radityo Putro]]>
<![CDATA[ Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 4 No. 2 (2025) ]]>
Publisher : <![CDATA[Fakultas Ekonomi dan Bisnis Universitas Brawijaya ]]>
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DOI: 10.21776/jmppk.2025.04.2.18
<![CDATA[ Purpose – This study aims to examine the effects of social media marketing, celebrity endorser, and brand identity on the brand image of Skintific skincare among Millennials and Generation Z consumers. Design/methodology/approach – This study employs a quantitative explanatory research design. The sample consists of 410 respondents from Millennials and Generation Z aged at least 18 years who are familiar with the Skintific brand and have accessed related information, regardless of purchase experience. Respondents were selected using a non-probability purposive sampling technique. Data were collected through questionnaires and analyzed using multiple linear regression with IBM SPSS Statistics 29. Findings – The results indicate that social media marketing does not have a significant effect on brand image, while celebrity endorser and brand identity have positive and significant effects on brand image. These findings suggest that consumer perception of Skintific is more strongly shaped by brand identity consistency and celebrity endorsement than by general social media marketing activities. Originality/value – This study offers originality by simultaneously examining social media marketing, celebrity endorsers, and brand identity as predictors of brand image specifically for Skintific, a rapidly growing skincare brand. The findings provide valuable insights by revealing which elements meaningfully shape brand image, guiding companies in designing more effective branding strategies.]]>
