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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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Effects of Digital Marketing and Branding Elements on Skincare Buying Decisions Salsabila, Raihan; Firdausiah, RR Ayu
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.2025.04.2.02

Abstract

The cosmetics industry in Indonesia is experiencing rapid growth, leading to intense competition among local brands. As a result, companies must understand the factors that influence consumer behavior, particularly in purchasing decisions. This study aims to investigate the impact of digital marketing, brand image, and brand preference on the purchasing decisions of Generation Z for Avoskin skincare products. The population in this study consists of individuals born between 1997 and 2012 (Generation Z) who reside in Indonesia and use Avoskin skincare products. Data for this quantitative study were collected through an online survey of 150 respondents selected using purposive sampling based on those criteria. Multiple linear regression analysis using IBM SPSS 24 reveals that digital marketing, brand image, and brand preference each have a significant influence on buying decisions, both simultaneously and partially. These findings underscore the significance of digital communication strategies and effective brand image development in shaping preferences and influencing buying decisions among consumers, particularly those in digitally native age groups such as Generation Z.
The Effect of Perceived Value, Brand Trust, And Advertising on Purchase Decision Azzahra, Farah; Firdausiah, RR. Ayu
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.2025.04.4.12

Abstract

The internet has become a primary need for Indonesians, including for listening to music online through platforms such as Spotify, which offers premium service. This explanatory quantitative study aims to determine the effect of perceived value, brand trust, and advertising on purchase decision for Spotify Premium service. The population of this study is all Spotify Premium users in Malang City. This study using a non-probability sampling method with purposive sampling techniques. The respondents of this study involved 160 college students in Malang City who are Generation Z, aged 17 or older, have purchased Spotify Premium service at least once, and have seen digital advertisements for this service at least once. The data, analyzed using multiple linear regression in SPSS 25, show that perceived value, brand trust, and advertising have a positive and significant influence on the purchase decision of Generation Z students in Malang City regarding Spotify Premium service.    
Integrating Artificial Intelligence and Digital Marketing to Enhance The Customer Experience of Spotify Users Firjatullah, Naufal Arya; Suryadi, Nanang
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.2025.04.4.10

Abstract

The objective of this quantitative explanatory research is to identify the effects of artificial intelligence and digital marketing on customer experience. Using purposive sampling technique, 120 Spotify users with the minimum age of 17 years, either male or female, who have used artificial intelligence, and have seen the digital marketing of the application via social media were selected as the respondents. The data was harvested from Likert questionnaires and analyzed using multiple linear regression. These findings indicate that there are two variables with positive and significant effects on the customer experience: artificial intelligence and digital marketing. Therefore, Spotify is suggested to regularly make innovations on features that uses artificial intelligence, to enhance its marketing strategies by increasing activities in social media such as Instagram, Twitter, and TikTok to share appealing contents, and to be involved in trends popular among younger audiences. Additionally, it is also suggested that Spotify conduct their marketing campaigns by directly involving its users.
From Clicks to Carts: How Sales Promotion, Price, and Ease of Use Drive Purchase Decisions on Shopee Rizqi, Muhammad Firman
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.2025.04.4.25

Abstract

The study aims to analyze the influence of sales promotion, prices, and perceived ease of use in app use or perceived ease of use on purchase decisions on shopee applications. The data used in this study was obtained from questionnaires (primary). The sampling method uses purposive sampling method. The number of samples used by 125 students of the Faculty of Economics and Business University of Brawijaya. The analysis method used is the descriptive analysis method and Double Linear Regression analysis with the IBM SPSS for windows application. The findings of the study suggest that sales promotion factors, prices and perceptions of ease in application use have a positive and significant effect on purchase decisions on shopee applications. Based on the results of the anova test and regression coefficient (Standardized Coefficients Beta) showed that the variable sales promotion, price and perceived ease of use proved significantly positively affect the purchase decision on the shopee app with a value of p <0.05, meaning all hypotheses were accepted in the study. From the results of this research, Shopee can use several strategies to improve purchasing decisions for its consumers, including improving promotional strategies, transparent pricing policies, improving user experience, focusing on product quality and sustainable market research.
How Perceived Price and Value Affect Purchases in Ping Ping Thai Tea Business Saraswati, Putu Diva Pradnya; Yulianti, Ida
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.2025.04.4.08

Abstract

Understanding consumer behavior in purchasing decisions is essential for business success, particularly in the highly competitive food and beverage (F&B) industry. Ping Ping Thai Tea, a micro, small, and medium enterprise (MSME) in this sector, has faced challenges in increasing purchase decisions due to product limitations. Benchmarking against several competitors reveals two key factors influencing purchase decisions: perceived value and perceived price. This quantitative study aims to analyze the influence of perceived value and perceived price on consumer purchase decisions at Ping Ping Thai Tea. The data were collected through questionnaires distributed to 191 consumers and analyzed using multiple linear regression. The findings show that the t-value for perceived price is 2.858 with a significance value of 0.001, indicating that a higher perceived price increases purchase decisions. Similarly, the t-value for perceived value is 10.967 with a significance value of 0.005, indicating that a higher perceived value also increases purchase decisions. Therefore, maintaining affordable pricing can enhance perceived price, while improving service convenience can strengthen perceived value.
A Green Advertising Wuling on Purchase Intention Mediated by Perceived Value and Attitude Yumna, Atika
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.2025.04.4.23

Abstract

The objective of this research is to identify the effect of green advertising on the purchase intention of Wuling consumers, with green perceived value and green product attitude as mediating variables. This study uses the explanatory type to explain the relationship between dependent and independent variables. The sample in this research consisted of 105 respondents from the population of Wuling brand consumers in Surabaya City, selected using the probability sampling method. The data analysis was conducted using SmartPLS 3. The results show that green advertising does not have a significant direct effect on purchase intention. However, green advertising has a significant effect on green perceived value and green product attitude, which in turn positively affects purchase intention. Based on these findings, it can be concluded that green advertising can indirectly influence purchase intention through green perceived value and green product attitude.
The Influence of Social Media Marketing, Brand Trust, and Service Quality on The Decision to Use Herlangga, I Wayan Bayu; Firdausiah, RR Ayu
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. 2025.04.3.08.

Abstract

The growth of the tourism sector in Bali has significantly increased the demand for transportation services, particularly car rentals. PT Purarentcar Bali, as one of the service providers, faces challenges in maintaining competitiveness amidst fluctuating customer numbers and intense market competition. Given the intense competition in the car rental market, it is urgent for PT Purarentcar Bali to continually strengthen these aspects in order to stay ahead of competitors and enhance their market share. This study aims to analyze the influence of social media marketing, brand trust, and service quality on consumers' usage decisions regarding car rental services at PT Purarentcar Bali. This research employs a quantitative approach with an explanatory research design. The sampling technique used is purposive sampling, involving 120 respondents who have previously used the services of PT Purarentcar Bali. Data were collected through online questionnaires and analyzed using multiple linear regression, supported by validity tests, reliability tests, classical assumption tests, t-tests, F-tests, and the coefficient of determination (R²). The results show that social media marketing, brand trust, and service quality have a positive and significant effect on usage decisions. These three variables simultaneously contribute to increasing consumer decisions in choosing car rental services at PT Purarentcar Bali. Based on these findings, it can be concluded that effective social media marketing strategies, strong brand trust, and high service quality are key factors that drive consumer decisions to use car rental services. Therefore, the company is advised to continuously optimize these three aspects to enhance customer loyalty and satisfaction. In addition, the company should consider implementing loyalty programs and gathering continuous feedback from customers to further improve service quality and customer experience.
Enhancing Behavioral Intention Through Improved Perceived Quality and Visitor Satisfaction Abdullah, Mohammad Naufal Fauzan; Prameka, Adelia Shabrina
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.2025.04.2.09

Abstract

Efforts to increase customer satisfaction and create positive perceptions of the quality of a product or service offered. This decline is indicated by less than optimal customer satisfaction with the facilities and services provided. This explanatory quantitative study aims to analyze the influence of perceived quality on behavioral intention and visitor satisfaction, the influence of visitor satisfaction on behavioral intention, and the influence of perceived quality on behavioral intention through visitor satisfaction in the context of visitors to Speed Lane Go Karting. The sample consisted of 100 respondents selected using accidental sampling. The data were analyzed using path analysis, which shows that perceived quality influences behavioral intention, that perceived quality influences visitor satisfaction, that visitor satisfaction influences behavioral intention, and that perceived quality affects behavioral intention through visitor satisfaction. Therefore, it can be concluded that an improvement in perceived quality increases satisfaction, which in turn drives visitors’ positive behavioral intention. The novelty of this research is the use of visitor satisfaction as an intervening factor in the influence of perceived quality on behavioral intention. The practical implications of this research include the need to pay attention to the quality of services and facilities provided to visitors, including the completeness and security of gaming facilities, as well as customer comfort, which need to be continuously monitored and evaluate.  
Service Quality Determinants of Customer Satisfaction: Evidence from a Logistics Company Ar Rozii, Rosyad Erdi; Jiwa Juwita, Himmiyatul Amanah
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.2025.04.2.24

Abstract

The increasingly fierce competition in the logistics service industry has made service quality a crucial factor in creating competitive advantage and improving customer satisfaction. PT Karunia Indah Delapan Expres, Ngawi Branch, as one of the players in this industry, faces challenges in maintaining and increasing revenue, which is believed to be caused by low customer satisfaction with the services provided by the company. This quantitative explanatory study aims to analyze the influence of service quality on customer satisfaction using the five SERVQUAL dimensions: tangibles, reliability, responsiveness, assurance, and empathy. The data were collected through questionnaires distributed to 60 respondents and analyzed using multiple linear regression. The results show that tangibles, reliability, responsiveness, and empathy simultaneously have a significant influence on customer satisfaction, while assurance does not have a significant effect. Partially, reliability and empathy are the most dominant dimensions influencing customer satisfaction. These findings indicate that consistent service improvement and personal attention are key factors in building customer satisfaction and loyalty in the delivery service sector.
The Influence of Fashion Trends, Product Quality, and Price Perception on Purchase Intention Andrian, Fery
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.2025.04.4.22

Abstract

As one of the countries with the largest Muslim population in the world, Indonesia holds significant market potential in the Muslim fashion industry. The growing demand for fashion products that align with Islamic values has encouraged the development of local brands such as Modeco Busana. This study aims to analyze the influence of fashion trends, product quality, and price perception on purchase intention for Modeco Busana products. The sample of this explanatory quantitative research consisted of 161 respondents selected using purposive sampling with the criteria of being over 17 years old, aware of Modeco Busana, and residing in DKI Jakarta. The data were collected through questionnaires and analyzed using multiple linear regression in IBM SPSS 27. The results indicate that fashion trends, product quality, and price perception have a positive and significant influence on purchase intention for Modeco Busana products.

Page 35 of 36 | Total Record : 359

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