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385 Documents
<![CDATA[Investigating Repurchase Intention Through Perceived Value and Pricing Sensitivity ]]>
<![CDATA[Ismatullah, Azka Dani]]>;
<![CDATA[Handrito, Radityo Putro]]>
<![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.2025.04.4.06
<![CDATA[Purpose – This study aims to analyze the effect of perceived value on repurchase intention among digital game store users in Indonesia, with price sensitivity as a moderating variable. Design/methodology/approach – This research employs a quantitative explanatory design. The sample consists of 222 respondents selected through non-probability purposive sampling, including users of Steam and/or Epic Games Store who are at least 18 years old, reside in Indonesia, and have made purchases on these platforms. Data were analyzed using hierarchical regression analysis with IBM SPSS version 26. Findings – The results indicate that perceived value has a positive and significant effect on repurchase intention. However, price sensitivity does not have a significant effect on repurchase intention and does not moderate the relationship between perceived value and repurchase intention. Originality/value – This study contributes to digital consumer behavior literature by examining the role of perceived value and price sensitivity in shaping repurchase intention within digital game distribution platforms.]]>
<![CDATA[Pull Marketing and Aida Methode to Increase Brand Awareness and Interest ]]>
<![CDATA[Cahyani, Maulia Endah]]>;
<![CDATA[Hussein, Ananda Sabil]]>
<![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.2025.04.4.14
<![CDATA[ Purpose – This study aims to design and examine the implementation of a pull marketing strategy integrated with the AIDA (Awareness, Interest, Desire, Action) model to increase brand awareness and customer interest in Kos Pak Mahfud, a women-only boarding house in Malang Regency. Design/methodology/approach – This problem-solving research adopts a mixed experimental approach. The marketing strategy was developed based on in-depth interviews with relevant informants. The resulting marketing content was tested on two groups, namely an experimental group exposed to advertisements and a control group without exposure. Data were collected using Likert-scale questionnaires and analyzed to identify differences in brand awareness and customer interest between the two groups. Findings – The analysis examines differences in awareness and interest levels between the experimental and control groups, indicating the effectiveness of the implemented pull marketing strategy in influencing consumer responses. Originality/value – This study contributes to practical marketing strategy development by integrating the AIDA model into a pull marketing approach and testing its effectiveness using a controlled comparative design in the boarding house industry.]]>
<![CDATA[How Shopee Video Stimuli Influence Impulse Purchase Intention Mediated by Pleasure ]]>
<![CDATA[Khotimah, Kusnul]]>;
<![CDATA[Isharina, Ikhtiara Kaideni]]>
<![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.2025.04.4.04
<![CDATA[ Purpose – This study aims to examine the effect of stimuli in short video content—namely informativeness, comments, virtual haptics, and price discount—on impulse purchase intention mediated by pleasure among Generation Z users of Shopee fashion videos in Indonesia. Design/methodology/approach – This research employs a quantitative explanatory approach based on the Stimulus-Organism-Response (SOR) theory. The study uses purposive sampling with 243 respondents from Generation Z who have watched Shopee short videos related to fashion products. Data were analyzed using Partial Least Squares (PLS) with SmartPLS 3 software. Findings – The results indicate that comments, virtual haptics, and price discounts have a significant effect on pleasure, which subsequently increases impulse purchase intention. However, informativeness does not have a significant effect on pleasure. Originality/value – This study contributes to digital marketing literature by applying SOR theory in the context of short video commerce, highlighting the role of sensory and social stimuli in shaping impulsive buying behavior among Generation Z.]]>
<![CDATA[Service Quality Analysis of Goods Delivery Services Using the Servqual Method ]]>
<![CDATA[Zulfiasari, Rahmarida Dwina]]>;
<![CDATA[Waluyowati, Nur Prima]]>
<![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.2025.04.4.01
<![CDATA[Purpose – The purpose of this study is to identify the level of customer satisfaction with service quality attributes and to provide recommendations for improving the most influential attributes in enhancing services at JNE Ekspress Hub Pajajaran, Malang City. Design/methodology/approach – This research uses a quantitative descriptive approach. The sample consists of 100 respondents who are at least 18 years old, have used JNE Ekspress Hub Pajajaran services, and reside in Malang City. The sampling technique used is non-probability sampling with purposive sampling. Data were collected using a Likert-scale questionnaire. Instrument testing was conducted using validity and reliability tests. Data analysis was performed using the SERVQUAL method. Findings –The results show that all service quality attributes have negative gap scores, indicating that perceived service performance is lower than customer expectations. This suggests that the services provided by JNE Ekspress Hub Pajajaran Malang City do not meet customer expectations. Originality/value – This study provides practical insights for service improvement by identifying gaps between customer expectations and perceptions using the SERVQUAL approach in a logistics service context.]]>
<![CDATA[The Influence of Country of Origin, Perceived Quality and Brand Image on Realme Smartphone Brand Purchase Intention ]]>
<![CDATA[Sukmawati, Rifdah Ayu]]>
<![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.2025.04.4.24
<![CDATA[Purpose – This study aims to determine the effect of country of origin, perceived quality, and brand image on purchase intention of the Realme smartphone brand among prospective buyers in Malang City. Design/methodology/approach – This quantitative explanatory research uses primary data collected through questionnaires and documentation. The sample consists of 130 prospective smartphone buyers in Malang City. Data were analyzed using multiple linear regression and coefficient of determination analysis with SPSS 25. Findings – The results of the t-test show that country of origin, perceived quality, and brand image each have a positive and significant effect on purchase intention. The coefficient of determination indicates that 54.8% of purchase intention is explained by these variables, while the remaining 45.2% is influenced by other factors not included in the study. Originality/value – This study provides empirical evidence on the combined influence of country of origin, perceived quality, and brand image in shaping smartphone purchase intention in an emerging digital consumer market. ]]>
<![CDATA[The Effects of Service Quality, Service Innovation, and Price Perception Toward Household Customer Satisfaction: An Empirical Study ]]>
<![CDATA[Tripitakananda, Dhevia]]>;
<![CDATA[Parwati, Kardina Yudha]]>
<![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.2025.04.4.09
<![CDATA[Purpose – This study aims to examine the effects of service quality, service innovation, and price perception on household customer satisfaction at PT PLN (Persero) UP3 Malang. Design/methodology/approach – This research uses a quantitative approach. Data were collected through questionnaires distributed to 100 residential customers who met the research criteria. The data were analyzed using IBM SPSS Statistics 30.0 Findings – The results indicate that service quality, service innovation, and price perception have a positive and significant effect on household customer satisfaction at PT PLN (Persero) UP3 Malang. Originality/value – This study contributes to the service marketing literature by highlighting the role of innovation alongside traditional service quality and price perception in shaping customer satisfaction in the electricity service sector.]]>
<![CDATA[Understanding Generation Z's Intentions To Apply For Jobs Through Employer Attractiveness, Corporate Reputation, and Social Media ]]>
<![CDATA[Maulinda, Liestya Dwi]]>;
<![CDATA[Aryati, Ana Sofia]]>
<![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. 2025.04.3.04.
<![CDATA[Purpose – This study aims to analyze the influence of employer attractiveness, corporate reputation, and social media on job application intention among Generation Z students. Design/methodology/approach – This study employs a quantitative 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 using simple random sampling. Data were collected through questionnaires and analyzed using multiple linear regression. Findings – The results indicate that employer attractiveness, corporate reputation, and social media each have a positive and significant effect on job application intention. Among these variables, social media emerges as the most dominant factor influencing Gen Z’s intention to apply for jobs. Originality/value – This study contributes to recruitment and employer branding literature by integrating employer attractiveness, corporate reputation, and social media into a unified model of job application intention among Generation Z. The findings highlight the critical role of digital channels in shaping career decisions and provide practical implications for organizations and educational institutions in strengthening digital engagement and literacy.]]>
<![CDATA[The Influence of Social Media Marketing, Service Quality, and Price Perception on Customer Loyalty ]]>
<![CDATA[Yulia, Novanda Dara]]>
<![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.2025.04.4.3
<![CDATA[Purpose – 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. Design/methodology/approach – This research uses a quantitative explanatory design with hypothesis testing to examine causal relationships among variables. A total of 95 respondents were selected using purposive sampling, consisting of customers who had received treatments more than once and had interacted with the studio’s social media. Data were collected using a Likert-scale questionnaire and analyzed through validity and reliability tests, classical assumption tests, and multiple linear regression analysis. Findings – The results show that social media marketing and service quality have a positive and significant effect on customer loyalty. In contrast, price perception does not have a significant effect on customer loyalty. Originality/value – This study highlights that customer loyalty in beauty service industries is more strongly influenced by experiential and emotional factors, particularly social media engagement and service quality, rather than price considerations.]]>
<![CDATA[Bridging Soft Skills and Employability: The Mediating Role of Internship Practices in Developing Future Hospitality Talents ]]>
<![CDATA[Penggalih, Gibran Bening]]>;
<![CDATA[Hakim, Abdurrahman]]>
<![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.2025.04.2.01
<![CDATA[Purpose – This study aims to examine the influence of soft skills on hospitality students’ employability skills, with internship practices acting as a mediating variable. Design/methodology/approach – This study employs a quantitative explanatory research design using survey data from 150 hospitality students and alumni of Indonesian universities. Data were collected using a Likert-scale questionnaire and analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS) with SmartPLS 4.0 to test the direct and mediating effects among variables. Findings – The results show that soft skills have a positive and significant effect on both internship practices and employability skills. In addition, internship practices significantly mediate the relationship between soft skills and employability skills, indicating that practical work experience strengthens the transformation of soft skills into employability competencies. Originality/value – This study contributes to hospitality education and employability literature by integrating internship practices as a mediating mechanism that links soft skills to employability outcomes. The findings provide practical implications for higher education institutions in designing curricula that strengthen both soft skills development and structured internship experiences to improve graduate work readiness.]]>
<![CDATA[Determinants Of Purchase Decisions: The Role of Brand Image and Price ]]>
<![CDATA[Nurmahatma, M Nicho]]>;
<![CDATA[Yuniarinto, Agung]]>
<![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.2025.04.4.02
<![CDATA[Purpose – The purpose of this study is to analyze the role of brand image and price as determinants of purchasing decisions at McDonald’s Watugong branch in Malang City. Design/methodology/approach – This study employs a quantitative explanatory research design. The sample consists of 120 respondents selected using purposive sampling from consumers of McDonald’s Watugong branch. Primary data were collected through questionnaires and analyzed using multiple linear regression analysis. Findings – The results show that both brand image (t = 5.825; sig. = 0.000) and price (t = 3.488; sig. = 0.001) have a positive and significant effect on purchasing decisions. The coefficient of determination indicates that these variables explain 68.9% of the variation in purchasing decisions, while the remaining is influenced by other factors. Brand image is found to be the most dominant variable influencing purchasing decisions. Originality/value – This study contributes to consumer behavior literature by providing empirical evidence on the influence of brand image and price on purchasing decisions in the fast-food industry in Indonesia.]]>
