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<![CDATA[The Role of Social Media in Building Brand Image: The Influence of Storytelling Marketing and User-Generated Content on Hmns Perfume ]]>
<![CDATA[Alfiaturrakhmania, Aisyah]]>;
<![CDATA[Awalil Fakhri, Erie]]>
<![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.2025.04.4.11
<![CDATA[The objective of this research is to identify the effects of storytelling marketing and user-generated content on the brand image of HMNS, a local perfume brand dominating Indonesian market, among the Instagram account followers of @hmns.id. From 140 population members, 120 people meeting the sample criteria were involved as respondents. The data of this quantitative study was harvested via online questionnaires, analyzed using SEM-PLS. The results demonstrate that storytelling marketing and user-generated content positively and significantly influence the image of the brand and that the former variable is more dominant in affecting the brand image than the latter. Further, storytelling marketing enables HMNS to create appealing narratives and create emotional bonds with the consumers, creating functional, symbolic, and experiential brand image. User-generated content helps the establishment and elucidation of the brand’s image, becoming a credible information source directly produced and shared by its consumers. Additionally, such content digitally strengthens the community of HMNS perfume consumers. Therefore, both strategies are effective to be applied in perfumery and similar industries in the field of digital marketing via social media.]]>
<![CDATA[The Effect Of E-Service Quality on Repurchase Intention With E-Customer Satisfaction as An Intervening Variable ]]>
<![CDATA[Putranto, Ahnaf Raka]]>;
<![CDATA[Handrito, Radityo Putro]]>
<![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.2025.04.3.10
<![CDATA[The objective of this research is to assess the effects of e-service quality on the repurchase intention of Tokopedia e-commerce users in Jawa with e-customer satisfaction as the intervening variable. In this explanatory study, hypotheses related to various variables were tested to determine any causal relationship. The data was harvested via online questionnaires distributed to 312 respondents and was examined through Partial Least Squares in Smart PLS 4.0. The results suggest that e-service quality significantly influences repurchase intention, that e-service quality significantly affects e-customer satisfaction, and that e-customer satisfaction mediates the impacts of e-service quality on the repurchase intention of Tokopedia e-commerce users in Jawa.]]>
<![CDATA[Building Digital Loyalty: The Power of Customer Experience and E-Service Quality ]]>
<![CDATA[Almas, Idan]]>
<![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.2025.04.4.21
<![CDATA[Amid the intense competition in Indonesia's digital service industry, understanding the factors that influence customer loyalty is crucial for companies to maintain their market presence. This study aims to analyze the influence of brand image, customer experience, and e-service quality on customer loyalty. This is a quantitative research using data collection and analysis tools designed to explain causal relationships between research variables through hypothesis testing. The sampling technique used was non-probability sampling, specifically purposive sampling. The sample consisted of 100 respondents who were at least 17 years old, users of the By.U digital internet service, residing in Malang City, and had subscribed to the service at least twice. The data was processed using SPSS 24. The hypothesis testing results show that (1) brand image has a positive but not significant effect on customer loyalty, (2) customer experience has a positive and significant effect on customer loyalty, and (3) e-service quality has a positive and significant effect on customer loyalty. These findings offer strategic insights for digital service providers to enhance service quality and customer experience in order to build long-term loyalty. The practical implication is that companies should prioritize strengthening customer experience and e-service quality as key strategies to retain their customer base. ]]>
<![CDATA[Revisit Intention in Rural Tourism: The Roles of Service Quality, Facilities, and Accessibility ]]>
<![CDATA[Kusuma, Gede Yogananta Surya]]>;
<![CDATA[Puspaningrum, Astrid]]>
<![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.2025.04.2.14
<![CDATA[Revisit Intention is a form of tourist loyalty, and loyalty is an important indicator of success in the development of tourism destinations that can have a long-term impact. Service quality is the level of service excellence provided to tourists so as to influence the intention to visit again. Tourist facilities make it easier to serve tourist activities or activities so as to encourage tourists' intention to visit again. Accessibility determines whether or not the location is easy for tourists to reach, thus influencing the intention to visit again. This study aims to analyze and explain the effect of service quality, facilities, and accessibility on the revisit intention of visitors to Penglipuran Tourism Village in Bangli Regency. This type of research is explanatory research. The sampling technique used in this study was non-probability sampling using purposive sampling method. The population in this study were tourists of Penglipuran Tourism Village and a sample of 160 respondents was obtained with the criteria that respondents were at least 17 years old and had visited Penglipuran Tourism Village. This study uses multiple linear analysis and the results show that facilities and accessibility have a significant influence on revisit intention, but service quality has no effect on revisit intention.]]>
<![CDATA[Building Green Loyalty: How Green Perceived Value Shapes Customer Commitment Through Green Trust ]]>
<![CDATA[Putri, Nadia Azizah]]>;
<![CDATA[Arimbawa, Putu Adi Putra]]>
<![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.2025.04.3.19
<![CDATA[This explanatory study aims to analyze the role of green trust in mediating the relationship between green perceived and the green loyalty of Indofood customers. The causal relationship between the variables were developed and assessed through hypothesis testing. Using non-probability sampling method and purposive sampling technique, 100 people with the minimum age of 17 years who have purchased and consumed Indofood products were selected as the respondents. This study uses primary data acquired from 5-point Likert questionnaires and analyzed through PLS-SEM. The results indicate that green perceived value influences green trust and customer loyalty and that it also indirectly affects customer green loyalty through the mediation of green trust. Further, as this research employs a cross-sectional approach, it cannot capture changes in consumer behavior from time to time. Therefore, longitudinal research is recommended to comprehend the dynamics of customer loyalty to environmentally friendly products.]]>
<![CDATA[Analysis of The Effect of Price Perception and Service Quality on Customer Loyalty with Customer Satisfaction as A Mediating Variable ]]>
<![CDATA[Wihalauw, Margaretta Wellia]]>;
<![CDATA[Yulianti, Ida]]>
<![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. 2025.04.3.06
<![CDATA[The currently proliferating modern lifestyle of practicality and efficiency among Indonesians has boosted the growth of laundry industry in the country. One of the players in this industry is Bibi Coin Laundry, a laundromat business established in 2019 in Tangerang. Despite its stable operation, fierce competitions have urged this company to work on the loyalty of its customer. This quantitative study aims to analyze the impacts of price perception and service quality on customer loyalty with the mediation of customer satisfaction. The data was harvested via questionnaires distributed to the company’s customers and analyzed using Structural Equation Modeling approach. The results of the hypothesis testing indicate that price perception positively and insignificantly influences customer loyalty with the coefficient of 0.394 at 0.7 significance. Then, service quality positively and significantly affects customer loyalty with the coefficient of 0.678 at 0.003 significance, and customer satisfaction partially mediates the effects of price perception and service quality on customer loyalty with the significance value of P<0,05. Based on these findings, Bibi Coin Laundry is suggested to consider the use of a competitive price strategy and to enhance its service quality]]>
<![CDATA[Sustainable Branding Strategy: How Green Image and Trust Influence Purchase Intention in The Bottled Water Industry ]]>
<![CDATA[Giat Mahathir Jasman]]>;
<![CDATA[Fakhri, Erie Awalil]]>
<![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.2025.04.3.18
<![CDATA[The increasing consumption of bottled water has raised environmental concerns, especially regarding plastic waste generation, which demands companies to implement sustainable business strategies. This study aims to examine the influence of green brand image and green brand trust on purchase intention in the context of Le Minerale, a leading bottled water brand in Indonesia. This research used a quantitative explanatory approach with a probability sampling technique through simple random sampling. Data were collected through a questionnaire distributed to 170 respondents from Generation Z in Malang City. The data were analyzed using Partial Least Square-Structural Equation Modeling (PLS-SEM). The results indicate that green brand image has a positive and significant effect on purchase intention, meaning that a strong environmentally friendly brand image increases consumer interest in purchasing the product. Furthermore, green brand trust also has a positive and significant effect on purchase intention, indicating that consumer trust in the brand's environmental commitment enhances purchase intention. This study implies that companies need to strengthen sustainable branding strategies to foster consumer trust and environmentally friendly brand perception.]]>
<![CDATA[Understanding Consumer Loyalty to Revlon: An Empirical Study of Product Quality and Brand Image ]]>
<![CDATA[Salmadiva, Jacynda]]>;
<![CDATA[Rofiaty]]>
<![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.2025.04.2.08
<![CDATA[The objective of this research is to identify the effects of product quality and brand imageonthe loyalty of Revlon consumers in Mojokerto City. This quantitative explanatory studywasconducted to develop and validate the causal relationships between its variables through hypothesis testing. From the population of Revlon consumers residing in Mojokerto City, 110people were selected as the respondents through non-probability sampling methodandpurposive sampling technique. The research instruments have been tested for reliabilityandvalidity, and the acquired data was processed through multiple linear regression after passingthe classical assumption tests. All of the statistical processes were performed inIBMStatistics 25. This study finds that product quality positively and significantly influences the consumer loyalty and that brand image also positively and significantly affects the consumer loyalty. Based on the findings, it can be concluded that product quality and brandimagesimultaneously influence the loyalty of Revlon consumers in Mojokerto City.]]>
<![CDATA[From Trust to Loyalty: The Mediating Role of Customer Satisfaction in ShopeePay Reuse Intention ]]>
<![CDATA[Pardede, Jeremy Anggi]]>;
<![CDATA[Hendrawan, Dimas]]>
<![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.2025.04.4.17
<![CDATA[Reuse intention is a person's intention to reuse a product or service. In the context of technology, there are various factors that influence users to reuse a product or service. This study aims to determine and analyze the effect of the trust variable on the reuse intention variable with customer satisfaction as an intervening variable on ShopeePay e-wallet service users in Malang City. This type of research is explanatory research which aims to test hypotheses related to various variables to find cause and effect. This study used a sample of 163 respondents obtained through distributing questionnaires online. The data analysis technique used is Partial Least Square with the Smart PLS version 4.0 program. The results of this study indicate that the trust variable has a significant influence on reuse intention. Trust variables also have a significant influence on customer satisfaction. The customer satisfaction variable has a significant influence on reuse intention. Furthermore, the customer satisfaction variable has a significant influence as an intervening variable between the trust variable and the reuse intention variable on ShopeePay users in Malang City.]]>
<![CDATA[The Influence of Price Discounts, Product Quality, and Reviews on Online Hijab Purchase Decisions ]]>
<![CDATA[Salsabilla, Riezky]]>;
<![CDATA[Hendrawan, Dimas]]>
<![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.2025.04.3.01
<![CDATA[This study aims to analyze the extent to which discounts, product quality, and product reviews influence purchase decisions among consumers of Lafiye Official Shop on Shopee.co.id, particularly in Malang City. Employing a quantitative explanatory method, it examines causal relationships between these variables using data from 100 respondents selected through non-probability sampling with a purposive sampling technique. The data was gathered via validated and reliable research instruments, then analyzed using classical assumption tests and multiple linear regression in SPSS Version 25. This study finds that all three independent variables significantly influence consumer decisions to purchase Lafiye products sold on Shopee. These findings highlight the importance of managing digital consumer experiences in shaping purchasing behavior. The novelty lies in integrating three digital commerce variables in the hijab fashion segment, offering practical insights for online fashion marketing strategies.]]>
