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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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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

Purpose –   This study aims to examine the influence of digital marketing, brand image, and brand preference on the purchasing decisions of Generation Z consumers toward Avoskin skincare products.   Design/methodology/approach – This study employs a quantitative research design using a purposive sampling technique. The population consists of Generation Z individuals born between 1997 and 2012 who reside in Indonesia and use Avoskin skincare products. Data were collected through an online questionnaire from 150 respondents. The data were analyzed using multiple linear regression with IBM SPSS Statistics 24 to test both simultaneous and partial effects of the independent variables on purchasing decisions.   Findings – The results indicate that digital marketing, brand image, and brand preference each have a positive and significant effect on purchasing decisions, both individually and collectively. These findings suggest that effective digital communication strategies, strong brand image, and favorable brand preference play a crucial role in shaping Generation Z consumers’ buying behavior in the skincare industry.   Originality/value – This study contributes to consumer behavior and digital marketing literature by integrating digital marketing, brand image, and brand preference as determinants of purchasing decisions in the Indonesian skincare market. The findings provide practical implications for cosmetic brands in optimizing digital strategies and strengthening brand positioning to attract and retain Generation Z consumers.
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

Purpose – This study aims to examine the effect of perceived value, brand trust, and advertising on the purchase decision of Spotify Premium services among Generation Z users in Malang City.    Design/methodology/approach – This research uses a quantitative explanatory approach. The population consists of Spotify Premium users in Malang City. A total of 160 respondents were selected using a non-probability purposive sampling technique, involving college students aged 17 years and above who have purchased Spotify Premium at least once and have been exposed to its digital advertisements. Data were analyzed using multiple linear regression with SPSS 25.   Findings – The results indicate that perceived value, brand trust, and advertising each have a positive and significant influence on the purchase decision of Spotify Premium among Generation Z students in Malang City.   Originality/value – This study contributes to digital subscription service literature by integrating perceived value, brand trust, and advertising as key determinants of purchase decision in the music streaming industry.
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

Purpose –  The objective of this quantitative explanatory research is to identify the effects of artificial intelligence and digital marketing on customer experience among Spotify users.    Design/methodology/approach –  This study uses a purposive sampling technique with 120 respondents who are Spotify users aged at least 17 years, both male and female, who have experienced artificial intelligence features and have been exposed to Spotify’s digital marketing through social media. Data were collected using Likert-scale questionnaires and analyzed using multiple linear regression.   Findings – The results show that both artificial intelligence and digital marketing have positive and significant effects on customer experience.   Originality/value – This study highlights the combined role of artificial intelligence and digital marketing in shaping customer experience within music streaming platforms, providing insights for improving user engagement and platform competitiveness.  
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

Purpose – This study aims to analyze the influence of sales promotion, price, and perceived ease of use on purchase decisions in the Shopee application.     Design/methodology/approach – This research uses a quantitative approach with descriptive analysis and multiple linear regression. Primary data were collected through questionnaires using a purposive sampling method. The sample consists of 125 students from the Faculty of Economics and Business, Universitas Brawijaya. Data were analyzed using IBM SPSS.   Findings – The results show that sales promotion, price, and perceived ease of use have a positive and significant effect on purchase decisions in the Shopee application. The ANOVA test and regression coefficients (standardized beta) confirm that all hypotheses are accepted (p < 0.05).   Originality/value – This study highlights the combined influence of promotional strategies, pricing, and perceived ease of use in shaping consumer purchase decisions in e-commerce applications, particularly among university students.
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

Purpose – This study aims to analyze the influence of perceived value and perceived price on consumer purchase decisions at Ping Ping Thai Tea, an MSME in the food and beverage industry.    Design/methodology/approach – This research employs a quantitative approach using multiple linear regression analysis. Data were collected through questionnaires distributed to 191 consumers of Ping Ping Thai Tea.   Findings – The results show that perceived price (t = 2.858; sig. = 0.001) has a positive and significant effect on purchase decisions. Perceived value (t = 10.967; sig. = 0.005) also has a positive and significant effect on purchase decisions.   Originality/value  – This study provides empirical evidence on the role of perceived price and perceived value in influencing consumer purchase decisions in the MSME food and beverage sector, particularly in a local Thai tea business context.
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

Purpose –  This study aims to identify the effect of green advertising on purchase intention of Wuling consumers, with green perceived value and green product attitude as mediating variables.    Design/methodology/approach –  This research uses an explanatory quantitative design. The sample consists of 105 respondents from Wuling consumers in Surabaya City, selected using a probability sampling method. Data were analyzed using SmartPLS 3.   Findings – The results show that green advertising does not have a significant direct effect on purchase intention. However, green advertising significantly influences green perceived value and green product attitude, which in turn have a positive effect on purchase intention. Thus, green advertising indirectly affects purchase intention through the mediating variables.   Originality/value – This study highlights the indirect mechanism of green advertising in shaping purchase intention through psychological mediators, contributing to green marketing and consumer behavior literature in the automotive sector.
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

Purpose –   This study aims to analyze the influence of social media marketing, brand trust, and service quality on consumer usage decisions for car rental services at PT Purarentcar Bali.   Design/methodology/approach –  This study employs a quantitative explanatory research design. The sample consists of 120 respondents who have previously used PT Purarentcar Bali services, selected using a purposive sampling technique. Data were collected through online questionnaires and analyzed using multiple linear regression, supported by validity, reliability, classical assumption, t-test, F-test, and coefficient of determination (R²) tests.   Findings – The results indicate that social media marketing, brand trust, and service quality each have a positive and significant effect on consumer usage decisions. These variables also simultaneously influence usage decisions, highlighting their collective importance in shaping consumer choices in the car rental industry.   Originality/value – This study contributes to tourism and service marketing literature by integrating social media marketing, brand trust, and service quality as determinants of usage decisions in the Bali car rental context. The findings provide practical implications for service providers in strengthening digital marketing strategies, improving service quality, and building brand trust to enhance customer loyalty and satisfaction.
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

Purpose – This study aims to analyze the influence of perceived quality on behavioral intention and visitor satisfaction, the effect of visitor satisfaction on behavioral intention, and the mediating role of visitor satisfaction in the relationship between perceived quality and behavioral intention among visitors of Speed Lane Go Karting.    Design/methodology/approach – This study employs a quantitative explanatory research design. The sample consists of 100 respondents selected using accidental sampling. Data were analyzed using path analysis to examine both direct and indirect relationships among perceived quality, visitor satisfaction, and behavioral intention.   Findings – The results indicate that perceived quality significantly influences both visitor satisfaction and behavioral intention. In addition, visitor satisfaction has a significant effect on behavioral intention and mediates the relationship between perceived quality and behavioral intention. These findings suggest that improvements in perceived quality enhance satisfaction, which subsequently strengthens positive behavioral intentions among visitors.   Originality/value – This study offers originality by positioning visitor satisfaction as an intervening variable in the relationship between perceived quality and behavioral intention, a linkage rarely explored in go-karting or recreational service contexts. The findings provide new empirical evidence that enriches the literature on service quality and visitor behavior within niche entertainment settings.
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

Purpose – This study aims to examine the influence of service quality on customer satisfaction at PT. Karunia Indah Delapan Expres, Ngawi Branch, using the five SERVQUAL dimensions: tangibles, reliability, responsiveness, assurance, and empathy.    Design/methodology/approach – This study employs a quantitative explanatory research design. Data were collected through questionnaires distributed to 60 respondents and analyzed using multiple linear regression to examine the effects of SERVQUAL dimensions on customer satisfaction.   Findings – The results indicate that tangibles, reliability, responsiveness, and empathy simultaneously have a significant effect on customer satisfaction, while assurance does not have a significant effect. Partially, reliability and empathy emerge as the most dominant factors influencing customer satisfaction. These findings suggest that consistent service improvement and personalized attention are key determinants of customer satisfaction in the logistics service sector.   Originality/value – This research provides value by empirically examining all five SERVQUAL dimensions within the context of a local logistics company, a setting that remains understudied in Indonesia. The findings offer practical insights for service managers by revealing which dimensions most strongly shape customer satisfaction in regional delivery services.
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

  Purpose – This study aims to analyze the influence of fashion trends, product quality, and price perception on purchase intention for Modeco Busana products.    Design/methodology/approach – This explanatory quantitative study involved 161 respondents selected using purposive sampling. The criteria included respondents aged over 17 years, aware of Modeco Busana, and residing in DKI Jakarta. Data were collected through questionnaires and analyzed using multiple linear regression in IBM SPSS 27.   Findings – The results show that fashion trends, product quality, and price perception each have a positive and significant influence on purchase intention for Modeco Busana products.   Originality/value – This study provides empirical evidence on how Islamic fashion consumption in Indonesia is shaped by trend relevance, perceived quality, and pricing factors, particularly in the context of local modest fashion brands.

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