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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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The Influence of Billiard Rental Marketing Mix on Visiting Decisions Trianto, Yosua Andi; Indrawati, Nur
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.2025.04.1.16

Abstract

One of the billiard rental service places in Malang City that is currently developing its business is Amorty Billiards. This business has just opened a branch called Amorty Billiards Training Ground in Dinoyo District, Malang. The problem that occurs at Amorty Billiards Training Ground is a decrease in the number of visitors to the business. The purpose of this study is to determine and explain the effect of Marketing Mix (Product, Price, Place and Promotion) on consumer visiting decisions at Amorty Billiards Training Ground Dinoyo Malang. This research approach is Quantitative. The population of this study is consumers of Amorty Billiards Training Ground Dinoyo Malang, because the population is unknown and dynamic in nature, the determination of the sample size is determined by the Lameshow formula and 100 respondents are obtained. Data were analyzed by multiple linear regression with the help of SPSS 25. The results showed that Product, Price and Place had a significant effect on consumer purchasing decisions in the Amorty Billiards Training Ground Dinoyo Malang Study. Meanwhile, promotion does not have a significant influence on visiting decisions for Amorty Billiard Malang consumers. The results of this study are used as input for the management of Amorty Billiard Malang. Improvements that need to be made in relation to the promotion of Amorty Billiard Malang, especially promotions on social media so that consumers get information that can make them make a visit.
Analysis of Promotion Strategy and Packaging Design on Repurchase Intention (AIDA Implementation) Shendri, Gabriella Natasha; Arimbawa, Putu Adi Putra
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. 2025.04.1.01

Abstract

The pet food industry in Indonesia has experienced rapid growth, driven by the increasing trend of pet humanization, which creates significant opportunities for SMEs such as MyPaw Mart that produce organic and human-grade cat treats. Despite this potential, MyPaw Mart faces key challenges, including low brand awareness and limited consumer trust in product quality. This study aims to examine the influence of promotion strategy and packaging design on consumers repurchase intention using the AIDA (Attention, Interest, Desire, and Action) framework. Employing a quantitative research approach with survey data collected from MyPaw Mart consumers, the results indicate that both promotion strategy and packaging design have a positive and significant impact on repurchase intention. Well-executed promotional efforts, such as engaging social media campaigns and appealing discount programs, enhance consumer attention and desire, while well-designed packaging that clearly communicates product information strengthens trust and purchase decisions.
The Influence of Live-Streaming Commerce and Brand Recognition on The Intention to Purchase the Erigo Brand Matovani, Satria Rafi Athaullah
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.2025.04.4.20

Abstract

This study aims to examine the effect of live-streaming commerce and brand recognition on the intention to purchase the “Erigo” brand through the TikTok live shopping. The background of this study is the advancement of technology in marketing, enabling business actors to utilize new media in promotional activities, specifically live-streaming commerce on TikTok. The sample of this causal quantitative study comprised 190 Erigo consumers in Malang City, East Java, selected using a non-probability sampling method. The results of the multiple linear regression analysis indicate that live-streaming commerce and brand recognition have a significant and positive effect on purchase intention. Thus, live-streaming commerce and brand recognition enhance the purchase intention of Erigo brand consumers in Malang City. Additionally, live-streaming commerce has a dominant influence on the purchase intention of Erigo products, suggesting that Erigo consumers in Indonesia are inclined to make purchases while watching live shopping sessions on TikTok. Based on these findings, the Erigo company is expected to be more responsive to technological advancements in marketing and leverage social media to boost product sales.
Understanding E-Loyalty in Gen Z Digital Banking Users: An Analysis of E-Service Quality, E-Trust, and E-Satisfaction Dessyta Miranda Syaharani; Basuki, Ananto
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.2025.04.2.22

Abstract

The objective of this research is to identify the effects of e-service quality and e-trust on the e-loyalty of Gen Z users of Blu by BCA in Malang City with e-satisfaction as the mediating variable. This explanatory research elucidates the relationships between the dependent, independent, and mediating variables. Using non-probability sampling method and purposive sampling technique, 100 people considered as Gen Z (born between 1997 and 2012) who live in Malang City and use Blu by BCA were selected as the respondents. The data was harvested via online questionnaires and examined through path analysis in IBM SPSS 21, while the mediation test was performed using Sobel test. This study finds that e-service quality and e-trust directly have positive and significant impact on e-loyalty, that e-service quality and e-trust positively and significantly affect e-satisfaction, that e-service quality indirectly influences e-loyalty through the mediation of e-satisfaction, and that e-trust indirectly influences e-loyalty with the mediation of e-satisfaction.
The Influence of Product Quality, Promotion, and Shopee Paylater on Purchase Decision Wira Tamtama, Manikam Manggala; Basuki, Ananto
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.2025.04.3.12

Abstract

This study aims to analyze the influence of product quality, promotion, and Shopee PayLater on consumer purchasing decisions in Malang City. The research employs a quantitative approach using the Partial Least Square (PLS) method to analyze data collected from 170 respondents, selected through purposive sampling. The respondents were Shopee PayLater users aged 17-35 years who had seen promotions at least three times and made purchases in the last three months. The results show that product quality has the most significant influence on purchasing decisions, with a correlation coefficient of 0.411, followed by promotion with a coefficient of 0.308, and Shopee PayLater with a coefficient of 0.234. Although all three variables have statistically significant impacts, Shopee PayLater serves as a supporting variable compared to product quality, which is the main driver of purchasing decisions. This study concludes that a combination of good product quality, effective promotion, and flexible payment through Shopee PayLater can enhance consumer purchasing decisions.
Revealing Consumer Motivation on The Shopee Marketplace Toward Natural-Based Skincare Products Muslimah, Tsaniatu; Nugroho, Dian Ari
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.2025.04.2.12

Abstract

The rapid developments in Indonesian cosmetic industry have brought various choices of skincare products for customers. Therefore, they need to be more selective in choosing the suitable products. Natural-based skincare products offer natural ingredients safer for the skin and the environment. However, consumers’ motivations for choosing certain products are subjective since they depend on their individual assessments and interpretations. Therefore, understanding consumer motivation, being difficult and complex, is not an easy task. The objective of this qualitative case study is to analyze elements that can motivate consumers to choose natural-based skincare products. The research subject consists of five informants who have purchased the natural soap products of Aurolia.id via Shopee. The data was harvested through interviews, document studies, and library research, by which elaborate findings were acquired. This study finds that the factors that motivate consumers’ choice include prices that are more competitive than those of similar products, positive reviews from other consumers, relational proximity between them and the business owner, their knowledge about the products, the quality of the product, their proximity with the seller’s location, and distribution channels provided by Shopee.
From Desire to Decision: The Impact of Hedonic Motivation and Store Aesthetics on Impulse Purchases Rahmawati, Elisa Diah; Suryadi, Nanang
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.2025.04.1.10

Abstract

This study aims to examine the influence of hedonic shopping motivation and visual merchandising on impulse buying among the customers of OH!SOME at Olympic Garden Mall, Malang City. As explanatory research, it develops and validates the causal relationships between variables through hypothesis testing using quantitative analysis. From the population of OH!SOME customers, 150 respondents were selected using a non-probability sampling method and purposive sampling technique. The respondents were individuals aged at least 17 years who had made impulse purchases at the store. The primary data were collected through a five-point Likert scale questionnaire, with supporting documents used as the secondary data sources. The data analysis was conducted using multiple linear regression, supported by validity tests, reliability tests, and classical assumption tests. The t-test results in SPSS 30.0 led to the conclusion that both hedonic shopping motivation and visual merchandising have a significant positive effect on impulse buying.
Repurchase Intention in Eco-Labeled Products: The Roles of Green Marketing and Perceived Value Kyrbi, Ramanda; Suryadi, Nanang
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.2025.04.2.20

Abstract

This study aims to examine the effect of green marketing and perceived value on the repurchase intention of AQUA consumers. Classified as explanatory research, it seeks to elucidate the causal relationships between variables through hypothesis testing using a quantitative approach. The variables studied include green marketing (X1), perceived value (X2), and repurchase intention (Y). Using a non-probability sampling method, which is the purposive sampling technique, 130 people with the minimum age of 17 years who live in Malang City and have purchased AQUA products were selected as the respondents. The research instrument underwent validity and reliability tests, while data quality was assessed using the classical assumption test, and the data analysis was conducted through multiple linear regression. All statistical processes, including the hypothesis testing, were performed using the Statistical Package for the Social Sciences (SPSS) version 30.0. The results suggest that green marketing has a positive but statistically insignificant effect on repurchase intention, whereas perceived value has a significant positive effect on repurchase intention
Impulse Buying Behavior: The Impact Of Store Atmosphere, Promotions, And Hedonic Shopping Motivations Batisuta, Jeremy Gabriel; Hapsari, Raditha Dwi Vata
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.2025.04.4.15

Abstract

Impulse buying behavior has become increasingly relevant in modern retail, especially in the fashion sector, where visual and emotional cues strongly influence consumer decisions. This study aims to analyze the influence of visual merchandising, sales promotion, and hedonic shopping motivation on impulse buying behavior. A quantitative descriptive approach was applied. The population in this study includes all consumers of H&M stores. The sampling technique used is non-probability sampling with a purposive sampling method. This research examines four variables: hedonic shopping motivation, promotion, visual merchandising, and impulse buying. According to the guidelines proposed by Roscoe (1975) in Sekaran & Bougie (2020), the minimum sample size is 10 times the number of variables (10 × 4 = 40 respondents). However, to enhance population representation, the sample size was increased to 160 respondents (based on 10 × 16 indicators = 160). Data were analyzed using multiple linear regression with SPSS software. The results show that visual merchandising has a significant positive effect on impulse buying behavior. In contrast, promotion and hedonic motivation show weaker influences. The novelty of this study lies in integrating emotional, promotional, and visual factors into a single analytical framework. The implication suggests that retailers should prioritize visual strategies to stimulate unplanned purchasing behavior.
Skincare Branding Strategy: Social Media Marketing, Celebrity Endorsers, and Brand Identity Angela Evlyn; Handrito, Radityo Putro
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.2025.04.2.18

Abstract

The objective of this quantitative explanatory research is to identify the effects of social media marketing, celebrity endorser, and brand identity on the brand image of Skintific skincare. Using non-probability sampling method and purposive sampling technique, 410 Millennials and Generation Z with the minimum age of 18 years who know about the skincare brand and have accessed information about it, irrespective of whether they purchase the product, were selected as the respondents. The acquired data was analyzed through multiple linear regression in SPSS 29. The results demonstrate that social media marketing does not influence the brand image, that celebrity endorser positively and significantly affects the brand image, and that brand identity positively and significantly influences the brand image.

Page 32 of 36 | Total Record : 359

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