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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 359 Documents
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Investigating Repurchase Intention Through Perceived Value and Pricing Sensitivity Ismatullah, Azka Dani; Handrito, Radityo Putro
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.2025.04.4.06

Abstract

The increasing competition in the digital game store industry, driven by technological advancements, encourages companies to develop effective marketing strategies by first understanding the factors that influence user loyalty. This explanatory quantitative study aims to analyze and explain the effect of perceived value on repurchase intention among digital game store users in Indonesia, with price sensitivity as a moderating variable. The sample was selected using a non-probability sampling method with purposive sampling technique, acquiring 222 respondents. The respondents were users of Steam and/or Epic Games Store, residing in Indonesia, aged at least 18 years, and had made purchases through these platforms. The data were analyzed through hierarchical regression analysis using IBM SPSS version 26. The results show that perceived value has a positive and significant effect on repurchase intention. However, price sensitivity does not significantly affect repurchase intention, and it does not moderate the effect of perceived value on repurchase intention.
Pull Marketing and Aida Methode to Increase Brand Awareness and Interest Cahyani, Maulia Endah; Hussein, Ananda Sabil
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.2025.04.4.14

Abstract

This problem-solving research was motivated by the low level of brand awareness and customer interest in Kos Pak Mahfud, a women-only boarding house business located in Tegalgondo Village, Malang Regency. The business has relied solely on traditional marketing methods, resulting in unoccupied rooms and financial losses. This study aims to design and examine the implementation of a pull marketing strategy integrated with the AIDA method (Awareness, Interest, Desire, Action) to increase brand awareness and customer interest. The marketing strategy was formulated based on in-depth interviews with relevant informants. The developed marketing content was then tested on two sample groups: one group exposed to advertisements and a control group that was not exposed. The data were collected using Likert-scale questionnaires and analyzed to identify any significant differences in terms of awareness level and interest between the groups.
How Shopee Video Stimuli Influence Impulse Purchase Intention Mediated by Pleasure Khotimah, Kusnul; Isharina, Ikhtiara Kaideni
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.2025.04.4.04

Abstract

The growth of e-commerce in Indonesia is increasing due to the high internet usage. This phenomenon cannot be separated from the influence of people's lifestyles, including generation Z, who have a preference for making purchases online. This potential market has triggered competition between e-commerce companies in attracting consumers, especially through short videos. The SOR (Stimulus-Organism-Response) theory in this study is used to examine the effect of external stimuli in short videos such as informativeness, comments, Virtual Haptics, and price discount on impulse purchase intentions mediated by pleasure. This study uses purposive sampling method. Respondents of this study were 243 people taken from the population of generation Z Shopee video users who watched fashion products. Researchers conducted data analysis using Partial Least Square (PLS) with SmartPLS 3 software. The results showed that comments, Virtual Haptics, and price discount had a significant effect on pleasure, which in turn significantly increased impulse purchase intentions. Meanwhile, informativeness has no significant effect on pleasure.
Service Quality Analysis of Goods Delivery Services Using the Servqual Method Zulfiasari, Rahmarida Dwina; Waluyowati, Nur Prima
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.2025.04.4.01

Abstract

This study aims to identify the level of customer satisfaction with service quality based on service quality attributes and provide recommendations for improvements to service quality attributes that are most influential in the process of improving JNE Ekspress Hub Pajajaran Malang City services. This type of research is quantitative with a descriptive approach. This research uses a sample of 100 respondents who are at least 18 years old, have used the services of JNE Ekspress Hub Pajajaran Malang City, and live in Malang City. The sampling technique used non-probability sampling with purposive sampling method. The data collection method in this study used a questionnaire measured on a Likert scale. The research instrument test used is validity and reliability test. Data testing is done using the SERVQUAL method. The results of this study indicate that all service quality attributes are negative, which indicates that the perceived value is lower than the expected value given by the respondent. This shows that the service provided by JNE Ekspress Hub Pajajaran Malang City is not in accordance with customer wishes.
The Influence of Country of Origin, Perceived Quality and Brand Image on Realme Smartphone Brand Purchase Intention Sukmawati, Rifdah 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.2025.04.4.24

Abstract

This research is a quantitative explanatory study. This study aims to determine the effect of Country of Origin, Perceived Quality, and Brand Image on Purchase Intention of Realme Smartphone Brand on prospective smartphone buyers in Malang City. This study uses primary data whose data collection uses questionnaires and documentation. The analysis in this study uses quantitative analysis, multiple linear regression analysis and coefficient of determination analysis with the help of SPSS 25. The sample in this study were prospective smartphone buyers in Malang City totaling 130 people. The results of the study obtained using the t-test indicate that country of origin has a positive and significant effect on purchase intention, perceived quality has a positive and significant effect on purchase intention, and brand image has a positive and significant effect on purchase intention. In the coefficient of determination test, the data results obtained were 54.8% influenced by country of origin, perceived quality, and brand image, while the remaining 45.2% can be explained by the influence of other variables not studied.
The Effects of Service Quality, Service Innovation, and Price Perception Toward Household Customer Satisfaction: An Empirical Study Tripitakananda, Dhevia; Parwati, Kardina Yudha
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.2025.04.4.09

Abstract

The significant growth of the service industry has prompted PLN UP3 Malang, as the main electricity provider in the Malang region, to provide services that meet the needs and desires of customers, particularly in the household segment. This study aims to examine the effects of service quality, service innovation, and price perception toward household customer satisfaction at PT PLN (Persero) UP3 Malang. Data was collected through a questionnaire distributed to 100 residential customers who met the criteria. The collected data was then analyzed using IBM SPSS Statistics 30.0. The results of the study indicate that service quality, service innovation, and price perception have a positive and significant influence on residential customer satisfaction with the services provided by PT PLN (Persero) UP3 Malang.
Understanding Generation Z's Intentions To Apply For Jobs Through Employer Attractiveness, Corporate Reputation, and Social Media Maulinda, Liestya Dwi; Aryati, Ana Sofia
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. 2025.04.3.04.

Abstract

The fierce "war for talent" and the unique expectations of digital-native cohorts pose a significant challenge for corporate recruitment, creating an urgent need to understand the key drivers of job application intention. This study aims to analyze the influence of employer attractiveness, corporate reputation, and social media on the intention to apply for jobs among Generation Z. This study employs a quantitative approach with a causal research design. The population consists of 1,043 final-year students from the Faculty of Economics and Business, Universitas Brawijaya, with a sample of 104 respondents selected through a simple random sampling technique. Data were collected via a questionnaire and analyzed using multiple linear regression. The results indicate that employer attractiveness, corporate reputation, and social media each have a positive and significant influence on the intention to apply for a job, with social media emerging as the most dominant factor. The novelty of this research lies in its integrated model that confirms the primacy of digital channels in shaping the career decisions of Gen Z. The findings imply that companies must prioritize authentic social media strategies, while universities need to equip students with digital literacy skills for the modern job market.
The Influence of Social Media Marketing, Service Quality, and Price Perception on Customer Loyalty Yulia, Novanda Dara
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.2025.04.4.3

Abstract

This study investigates the influence of social media marketing, service quality, and price perception on customer loyalty at Nails By Faa Beauty Studio in Malang City. The research explores both direct and indirect relationships between the independent and dependent variables. Employing an explanatory research design, the study utilizes hypothesis testing to examine causal links among variables. A total of 95 respondents—customers who had received treatments more than once and had interacted with Nails_ByFaa’s social media—were selected through purposive sampling. Data were collected using a Likert-scale questionnaire and analyzed through validity and reliability testing, classical assumption testing, and multiple linear regression. The findings reveal that social media marketing and service quality significantly and directly affect customer loyalty, whereas price perception does not have a significant impact. These results highlight that, in the service industry, customer loyalty is more strongly driven by experiential and emotional engagement, particularly through social media, rather than by price considerations.
Bridging Soft Skills and Employability: The Mediating Role of Internship Practices in Developing Future Hospitality Talents Penggalih, Gibran Bening; Hakim, Abdurrahman
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.2025.04.2.01

Abstract

This study aims to analyze the influence of soft skills on the employability skills of hospitality students in Indonesia, with internship practices as a mediating variable. Employing a quantitative approach through a survey of 150 hospitality students and alumni, the data were analyzed using Structural Equation Modeling-Partial Least Square (SEM-PLS). The findings reveal that soft skills have a positive and significant effect on employability skills, both directly and indirectly through internship practices. Emotional intelligence, teamwork, and time management emerged as the most influential dimensions of soft skills in enhancing work readiness. Well-structured and experience-based internships were found to effectively transform soft skills into practical workplace competencies. This study offers theoretical implications for the development of vocational education curricula and practical implications for the hospitality industry in designing strategic and responsive internship programs aligned with labor market demands.

Page 36 of 36 | Total Record : 359

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