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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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The Role of Social Media in Building Brand Image: The Influence of Storytelling Marketing and User-Generated Content on Hmns Perfume Alfiaturrakhmania, Aisyah; Awalil Fakhri, Erie
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.2025.04.4.11

Abstract

Purpose – This study aims to identify the effects of storytelling marketing and user-generated content on the brand image of HMNS, a local perfume brand in Indonesia, among followers of the Instagram account @hmns.id.   Design/methodology/approach – This quantitative research involved 120 respondents selected from a population of 140 individuals who met the sample criteria. Data were collected through online questionnaires and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM).   Findings – The results show that both storytelling marketing and user-generated content have a positive and significant effect on brand image, with storytelling marketing being the more dominant factor. Storytelling marketing helps build emotional connections and strengthens functional, symbolic, and experiential brand image dimensions, while user-generated content enhances credibility and supports online brand community development.   Originality/value – This study highlights the combined influence of storytelling marketing and user-generated content on brand image in the Indonesian local perfume industry, particularly within social media-based branding strategies, an area that remains underexplored.
The Effect Of E-Service Quality on Repurchase Intention With E-Customer Satisfaction as An Intervening Variable Putranto, Ahnaf Raka; Handrito, Radityo Putro
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.2025.04.3.10

Abstract

Purpose – This study aims to examine the effect of e-service quality on the repurchase intention of Tokopedia e-commerce users in Java, with e-customer satisfaction serving as an intervening variable.   Design/methodology/approach –  This study employs a quantitative explanatory research design to test the causal relationships among e-service quality, e-customer satisfaction, and repurchase intention. Data were collected through online questionnaires from 312 Tokopedia users in Java and analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM) with SmartPLS 4.0.   Findings – The results indicate that e-service quality has a positive and significant effect on repurchase intention and e-customer satisfaction. Furthermore, e-customer satisfaction significantly mediates the relationship between e-service quality and repurchase intention. These findings suggest that improving online service quality enhances customer satisfaction, which subsequently encourages repeat purchases.   Originality/value – This study contributes to e-commerce and digital service literature by demonstrating the mediating role of e-customer satisfaction in the relationship between e-service quality and repurchase intention. The findings provide practical implications for e-commerce platforms in improving digital service quality to strengthen customer satisfaction and long-term customer retention.
Building Digital Loyalty: The Power of Customer Experience and E-Service Quality Almas, Idan
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.2025.04.4.21

Abstract

Purpose – This study aims to analyze the influence of brand image, customer experience, and e-service quality on customer loyalty among users of the By.U digital internet service in Malang City.   Design/methodology/approach – This quantitative research examines causal relationships between variables using hypothesis testing. The sample consists of 100 respondents selected through non-probability purposive sampling. Respondents were users aged at least 17 years, living in Malang City, and had subscribed to By.U at least twice. Data were analyzed using SPSS 24.   Findings – The results show that brand image has a positive but not significant effect on customer loyalty. Customer experience and e-service quality both have positive and significant effects on customer loyalty.   Originality/value – This study highlights that in digital internet services, customer loyalty is driven more strongly by customer experience and e-service quality than by brand image, offering practical insights for improving customer retention strategies.
Revisit Intention in Rural Tourism: The Roles of Service Quality, Facilities, and Accessibility Kusuma, Gede Yogananta Surya; Puspaningrum, Astrid
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.2025.04.2.14

Abstract

Purpose – This study aims to analyze the effect of service quality, facilities, and accessibility on revisit intention among tourists of Penglipuran Tourism Village in Bangli Regency.   Design/methodology/approach – This study employs an explanatory quantitative research design. The population consists of tourists who have visited Penglipuran Tourism Village. A total of 160 respondents aged at least 17 years were selected using a non-probability sampling method with purposive sampling technique. Data were analyzed using multiple linear regression to examine the relationships between service quality, facilities, accessibility, and revisit intention.   Findings – The results indicate that facilities and accessibility have a positive and significant effect on revisit intention, while service quality does not have a significant effect. These findings suggest that ease of access and adequate tourist facilities play a more dominant role in encouraging tourists to revisit compared to perceived service quality.   Originality/value  – This study provides originality by examining the comparative influence of service quality, facilities, and accessibility on revisit intention within the distinct cultural setting of Penglipuran Tourism Village. The findings offer valuable insights by revealing that facilities and accessibility are stronger predictors of revisit intention than service quality, contributing practical guidance for destination development strategies.
Building Green Loyalty: How Green Perceived Value Shapes Customer Commitment Through Green Trust Putri, Nadia Azizah; Arimbawa, Putu Adi Putra
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.2025.04.3.19

Abstract

Purpose –  This study aims to examine the mediating role of green trust in the relationship between green perceived value and the green loyalty of Indofood customers.    Design/methodology/approach – This study adopts a quantitative explanatory research design to test the causal relationships among green perceived value, green trust, and green loyalty. Using a non-probability sampling method with a purposive sampling technique, 100 respondents aged at least 17 years who had purchased and consumed Indofood products were selected. Primary data were collected through five-point Likert-scale questionnaires and analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM).   Findings – The results indicate that green perceived value has a positive and significant effect on both green trust and green loyalty. In addition, green trust positively and significantly mediates the relationship between green perceived value and green loyalty, suggesting that consumers who perceive greater environmental value are more likely to develop trust, which subsequently strengthens their loyalty toward environmentally friendly products.   Originality/value – This study contributes to green marketing literature by demonstrating the mediating role of green trust in linking green perceived value and green loyalty in the fast-moving consumer goods (FMCG) sector. The findings provide practical implications for companies seeking to strengthen customer loyalty through sustainable value creation and trust-building initiatives. As the study employs a cross-sectional design, future longitudinal research is recommended to capture changes in consumer green loyalty over time.
Analysis of The Effect of Price Perception and Service Quality on Customer Loyalty with Customer Satisfaction as A Mediating Variable Wihalauw, Margaretta Wellia; Yulianti, Ida
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. 2025.04.3.06

Abstract

Purpose – This study aims to analyze the effects of price perception and service quality on customer loyalty with customer satisfaction as a mediating variable in Bibi Coin Laundry, Tangerang.   Design/methodology/approach – This study employs a quantitative research design using a survey method. Data were collected through questionnaires distributed to customers of Bibi Coin Laundry. The data were analyzed using Structural Equation Modeling (SEM) to examine direct and indirect relationships among price perception, service quality, customer satisfaction, and customer loyalty.   Findings – The results indicate that price perception has a positive but insignificant effect on customer loyalty, while service quality has a positive and significant effect on customer loyalty. Furthermore, customer satisfaction partially mediates the relationship between price perception and service quality on customer loyalty.   Originality/value  – This study contributes to service marketing literature by examining the mediating role of customer satisfaction in the relationship between price perception, service quality, and customer loyalty in the laundry service industry. The findings provide practical implications for laundry businesses in improving service quality and adopting competitive pricing strategies to enhance customer loyalty.
Sustainable Branding Strategy: How Green Image and Trust Influence Purchase Intention in The Bottled Water Industry Giat Mahathir Jasman; Fakhri, Erie Awalil
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.2025.04.3.18

Abstract

Purpose – This study aims to examine the influence of green brand image and green brand trust on the purchase intention of Generation Z consumers toward Le Minerale bottled water in Malang City.   Design/methodology/approach – This study adopts a quantitative explanatory research design. Data were collected through questionnaires distributed to 170 Generation Z respondents in Malang City selected using a probability sampling method with a simple random sampling technique. The data were analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM).   Findings – The results indicate that both green brand image and green brand trust have positive and significant effects on purchase intention. A stronger environmentally friendly brand image enhances consumers’ intention to purchase Le Minerale products, while greater trust in the brand’s environmental commitment also increases purchase intention. These findings highlight the importance of sustainable branding in shaping environmentally conscious consumer behavior.   Originality/value – This study contributes to green marketing literature by examining the combined roles of green brand image and green brand trust in influencing purchase intention among Generation Z consumers. The findings provide practical implications for companies in strengthening sustainable branding strategies to build consumer trust and encourage environmentally responsible purchasing behavior.
Understanding Consumer Loyalty to Revlon: An Empirical Study of Product Quality and Brand Image Salmadiva, Jacynda; Rofiaty
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.2025.04.2.08

Abstract

Purpose –   This study aims to examine the effects of product quality and brand image on consumer loyalty toward Revlon products in Mojokerto City.   Design/methodology/approach – This study employs a quantitative explanatory research design to test the causal relationships between product quality, brand image, and consumer loyalty. Data were collected from 110 Revlon consumers in Mojokerto City using a non-probability sampling method with purposive sampling technique. The research instruments were tested for validity and reliability, and the data were analyzed using multiple linear regression after meeting classical assumption tests. All statistical analyses were conducted using IBM SPSS Statistics 25.   Findings – The results indicate that both product quality and brand image have a positive and significant effect on consumer loyalty. These findings suggest that higher perceived product quality and a strong brand image contribute to increased loyalty among Revlon consumers in Mojokerto City.   Originality/value – This study provides originality by empirically analyzing the simultaneous influence of product quality and brand image on consumer loyalty within the specific context of Revlon users in Mojokerto City. It contributes new evidence from a localized setting that has received limited scholarly attention, offering insights relevant for both academic research and practical brand strategies.
From Trust to Loyalty: The Mediating Role of Customer Satisfaction in ShopeePay Reuse Intention Pardede, Jeremy Anggi; Hendrawan, Dimas
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.2025.04.4.17

Abstract

Purpose – This study aims to determine and analyze the effect of trust on reuse intention, with customer satisfaction as an intervening variable among ShopeePay e-wallet users in Malang City.     Design/methodology/approach – This research uses a quantitative explanatory design to test causal relationships among variables. The sample consists of 163 respondents collected through online questionnaires. Data were analyzed using Partial Least Squares (PLS) with SmartPLS version 4.0.   Findings – The results show that trust has a significant effect on reuse intention. Trust also significantly influences customer satisfaction, and customer satisfaction significantly affects reuse intention. In addition, customer satisfaction acts as a significant mediating variable between trust and reuse intention.   Originality/value – This study contributes to digital payment literature by highlighting the mediating role of customer satisfaction in the relationship between trust and reuse intention in e-wallet services.  
The Influence of Price Discounts, Product Quality, and Reviews on Online Hijab Purchase Decisions Salsabilla, Riezky; Hendrawan, Dimas
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.2025.04.3.01

Abstract

Purpose – This study aims to analyze the influence of discounts, product quality, and product reviews on purchase decisions among consumers of Lafiye Official Shop on Shopee.co.id in Malang City.    Design/methodology/approach – This study employs a quantitative explanatory research design to examine the causal relationships among discounts, product quality, product reviews, and purchase decisions. The sample consists of 100 respondents selected using a non-probability purposive sampling technique. Data were collected using validated and reliable questionnaires and analyzed through classical assumption tests and multiple linear regression analysis using IBM SPSS Statistics version 25.   Findings – The results indicate that discounts, product quality, and product reviews each have a positive and significant effect on purchase decisions. These findings suggest that price incentives, perceived product quality, and user-generated reviews play a crucial role in shaping consumer purchasing behavior in e-commerce platforms.   Originality/value – This study contributes to digital marketing and consumer behavior literature by integrating discounts, product quality, and product reviews as key determinants of purchase decisions in the online fashion industry, specifically the hijab segment. The findings provide practical implications for e-commerce sellers in optimizing pricing strategies, maintaining product quality, and managing online reviews to enhance purchase decisions.

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