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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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Visual Marketing Strategies in Consumer Purchasing Decisions at Hijabchic Store on Shopee Aulia Rohmah, Fatimah; Vivian Dearynta, Mentari; Yudha Pratama, Versiandika
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 5 No. 1 (2026)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/jmppk.2026.05.1.05

Abstract

Purpose – This study aims to examine the visual marketing strategies implemented by HijabChic on Shopee and analyze how visual elements influence customers’ purchasing decisions in an online marketplace context. Design/Methodology/Approach – This study employed a qualitative descriptive approach. Data were collected from customer reviews on Shopee, focusing on visual perception, product–image fit, and social proof reflected through ratings and comments. The data were analyzed to identify how visual marketing elements shape consumer evaluation and purchasing behavior. Findings – The findings reveal that appropriate product photos, consistent color presentation, and aesthetic design significantly influence consumers’ psychological perceptions and purchase expectations. In addition, social proof through high ratings and positive customer comments strengthens consumer trust and reduces uncertainty during online shopping. The interaction between visual appeal and social validation plays an important role in shaping consumers’ purchasing decisions. Originality/Value – This study contributes to the visual marketing and e-commerce literature by exploring the interaction between visual product presentation and social proof in influencing consumer decision-making within an online marketplace. The findings provide practical insights for fashion retailers by emphasizing the importance of optimizing visual content and leveraging customer reviews to build trust and encourage purchase decisions.
Generation Z's Perception of Service Quality and Brand Image Salsabilla Oktaviani Putri; Imara, Hilda Cahya; Mubarok, Ari
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 5 No. 1 (2026)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/jmppk.2026.05.1.14

Abstract

Purpose – This study aims to examine Generation Z’s perceptions of service quality and brand image at Berkah Jaya Cafe Banyuwangi and to explore how service quality contributes to the formation of brand image in the competitive local cafe industry. Design/Methodology/Approach – This study employed a descriptive qualitative approach using a case study method. Data were collected through in-depth interviews, observations, and documentation involving cafe owners, employees, and Generation Z customers. The data were analyzed to identify customer perceptions of service quality and the role of service experiences in shaping brand image. Findings – The findings indicate that service quality, particularly employee friendliness, responsiveness, and a comfortable cafe atmosphere, plays an important role in building a positive brand image among Generation Z consumers. A strong and relevant brand image that aligns with Generation Z’s preferences enhances customer interest, encourages repeat visits, and generates positive word-of-mouth for Berkah Jaya Cafe Banyuwangi. Originality/Value – This study contributes to the service marketing and consumer behavior literature by exploring the relationship between service quality and brand image from the perspective of Generation Z within a local cafe context. The findings provide practical insights for small and medium-sized cafe businesses in developing customer-oriented service strategies and strengthening brand positioning to improve customer loyalty and competitiveness.
Does Gen Z Care About CSR? The Mediating Role of Reputation in Driving Intention to Apply in a Competitive Labor Market Aziz, Reyhan Abdul; Hakim, Abdurrahman
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 5 No. 1 (2026)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/jmppk.2026.05.1.04

Abstract

Purpose – This study aims to examine the effect of corporate social responsibility (CSR) on Generation Z’s intention to apply for a job in Indonesia by investigating the mediating role of corporate reputation. Design/Methodology/Approach – This study employed a quantitative research design. Data were collected from 150 final-year students and fresh graduates in Indonesia selected through a purposive sampling technique. The data were gathered using an online questionnaire and analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM) with SmartPLS 4.0. Findings – The results indicate that CSR does not have a significant direct effect on Generation Z’s intention to apply for a job. Based on signaling theory, CSR signals may have low signal fit for applicants who prioritize financial stability. However, CSR has a positive and significant effect on corporate reputation, and corporate reputation fully mediates the relationship between CSR and job application intention. These findings suggest that CSR influences applicants’ intentions indirectly by strengthening perceptions of corporate reputation. Originality/Value – This study contributes to the employer branding and signaling theory literature by demonstrating that CSR alone is insufficient to attract Generation Z job applicants in a competitive labor market. Instead, the effectiveness of CSR depends on its ability to generate credible reputation signals. The findings provide practical implications for organizations in designing CSR strategies that strengthen corporate reputation and improve recruitment effectiveness.
Creative Consumer Lifestyle Through AIO Dimensions (Activities, Interests, Opinions) in Marketing Segmentation of Creative Business Units Brata, Raden Andalucija Rahmaniyya; Sari, Tanti Silvia; Widyastuti
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 5 No. 1 (2026)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/jmppk.2026.05.1.25

Abstract

Purpose – This study aims to explore and describe the lifestyle characteristics of creative consumers by applying the Activities, Interests, and Opinions (AIO) framework as a basis for lifestyle-based market segmentation in the creative retail context. Design/Methodology/Approach – This study employed a qualitative research design with an interpretive approach. Data were collected through in-depth semi-structured interviews with purposively selected consumers who actively engage with creative business units at Setrasari Mall, Bandung. The collected data were analyzed using thematic analysis to identify recurring lifestyle patterns and consumer segment profiles. Findings – The findings reveal two dominant creative consumer lifestyle segments. The first segment, The Conscious Collector, is characterized by a strong orientation toward product quality, ethical values, sustainability, and brand narratives, with relatively low price sensitivity. The second segment, The Digital Trendsetter, demonstrates high engagement with social media, visual aesthetics, promotional incentives, and trend-driven consumption. These findings indicate that lifestyle-based segmentation provides a deeper understanding of consumer diversity beyond conventional demographic segmentation. Originality/Value – This study contributes to the marketing segmentation and consumer behavior literature by applying the AIO framework within the context of creative retail environments. The study extends the understanding of creative consumer lifestyles by identifying context-specific lifestyle segments and providing strategic insights for creative business units in developing targeted communication strategies, promotional programs, and experiential marketing approaches to strengthen customer relationships.
The Influence of Key Opinion Leaders, Situational Factors, and Perceived Quality on Purchase Intention for Lozy Hijab Brand yulita, rindiavi litta; Rohman, Fatchur
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 5 No. 1 (2026)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/jmppk.2026.05.1.03

Abstract

Purpose – This study aims to examine the effects of key opinion leaders, situational factors, and perceived quality on the purchase intention of Lozy Hijab products among prospective hijab buyers in Greater Malang, Indonesia. Design/Methodology/Approach – This research employed a quantitative explanatory approach. Data were collected from 100 prospective hijab buyers in Greater Malang using a non-probability purposive sampling technique. The data were analyzed using multiple linear regression with IBM SPSS Statistics 27.0. Findings – The results reveal that key opinion leaders have a positive and significant effect on purchase intention. In addition, situational factors and perceived quality also have positive and significant effects on consumers' purchase intention toward Lozy Hijab products. Originality/Value – This study contributes to the consumer behavior and fashion marketing literature by integrating key opinion leaders, situational factors, and perceived quality into a single model to explain purchase intention in the hijab fashion industry. The findings provide practical insights for marketers in developing effective marketing strategies to enhance consumer purchase intention.
An Analysis of the Effect of Service Quality and Servicescape on Visitor Satisfaction Nabillah, Gea Dinar; Juwita, Himmiyatul Amanah Jiwa
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 5 No. 1 (2026)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/jmppk.2026.05.1.13

Abstract

Purpose – This study aims to analyze the effect of service quality and servicescape on visitor satisfaction at the East Java Park Group. Design/Methodology/Approach – This study uses an explanatory research design with a quantitative approach. The data were collected from 100 respondents selected through purposive sampling. The research instruments were tested for validity, reliability, and classical assumptions. Data analysis was conducted using multiple linear regression with the assistance of SPSS, and hypothesis testing was performed using the t-test. Findings – The results indicate that service quality has a positive and significant effect on visitor satisfaction, while servicescape does not have a statistically significant effect on visitor satisfaction.. Originality/Value – This study provides originality by examining large-scale educational tourism destinations (East Java Park Group), whereas previous studies predominantly focused on smaller-scale service environments such as restaurants and cafes. The study contributes practical implications by suggesting that tourism managers should prioritize improvements in service systems rather than focusing solely on physical environment development.
The Influence of Promotion, Online Customer Reviews, and Online Customer Ratings on Purchase Decisions Chasanah, Annisa Mulya; Armanu
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 5 No. 1 (2026)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/jmppk.2026.05.1.23

Abstract

Purpose – This study aims to examine the effects of promotion, online customer reviews, and online customer ratings on purchase decisions at Kedai Karsa, Malang Regency, within the context of digital consumer behavior in the culinary business sector. Design/Methodology/Approach – This study employed a quantitative research design using a survey method. Data were collected through questionnaires distributed to consumers of Kedai Karsa. The data were analyzed using multiple linear regression to examine the simultaneous and partial effects of promotion, online customer reviews, and online customer ratings on purchase decisions. Findings – The results indicate that promotion, online customer reviews, and online customer ratings simultaneously have a significant effect on purchase decisions. However, the partial analysis shows that only online customer ratings have a significant effect on purchase decisions. These findings suggest that customer ratings serve as an important form of social proof that strengthens consumer trust and influences purchasing decisions in digital platforms. Originality/Value – This study contributes to the digital marketing and consumer behavior literature by examining the relative influence of promotional activities and electronic word-of-mouth elements, particularly online customer reviews and ratings, within the local culinary business context. The findings provide practical insights for culinary entrepreneurs in optimizing digital marketing strategies and managing online reputation to improve competitiveness and consumer purchase decisions.
The Effect of Brand Experience on Brand Loyalty with Brand Attitude as a Mediation Variable of The Body Shop Hafizhah, Nadiyah Nur; Nugroho, Dian Ari
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 5 No. 1 (2026)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/jki.2026.05.1.01

Abstract

Purpose – This study aims to examine the effect of brand experience on brand loyalty by investigating the mediating role of brand attitude among The Body Shop consumers in the Jabodetabek area. Design/Methodology/Approach – This study employed an explanatory research design using a quantitative approach to test causal relationships among the variables. Data were collected through online questionnaires from 250 The Body Shop consumers in the Jabodetabek area. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS version 4.0. Findings – The results indicate that brand experience has a positive and significant effect on brand loyalty and brand attitude. Furthermore, brand attitude has a positive and significant effect on brand loyalty and significantly mediates the relationship between brand experience and brand loyalty. These findings demonstrate that consumers’ experiences with a brand strengthen loyalty both directly and indirectly through favorable brand attitudes. Originality/Value – This study contributes to the brand management and consumer behavior literature by highlighting brand attitude as a psychological mechanism that explains how brand experience translates into brand loyalty. The findings provide practical implications for companies in developing experiential marketing strategies that strengthen positive brand attitudes and foster long-term customer loyalty.
Impact of Green Marketing and Customer Experience on Customer Loyalty Yoel, Yabes; Yulianti, Ida
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 5 No. 1 (2026)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/jmppk.2026.05.1.21

Abstract

Purpose – This study aims to examine the effects of green marketing and customer experience on customer loyalty among The Body Shop consumers in Jakarta. Design/Methodology/Approach – This study employed a quantitative explanatory research design. Data were collected from 200 The Body Shop consumers in Jakarta selected using a non-probability purposive sampling technique. The collected data were analyzed using multiple linear regression to examine the effects of green marketing and customer experience on customer loyalty. Findings – The results indicate that green marketing and customer experience have positive and significant effects on customer loyalty. These findings suggest that consumers’ perceptions of environmental responsibility and positive brand experiences, including enjoyable, memorable, and expectation-exceeding interactions, are important factors in strengthening long-term customer loyalty. Originality/Value – This study contributes to the sustainable marketing and customer relationship literature by integrating green marketing and customer experience as determinants of customer loyalty within the cosmetic industry context. The findings provide practical insights for environmentally oriented brands by demonstrating that sustainability initiatives combined with meaningful customer experiences can enhance customer retention and long-term competitive advantage.
Purchase Intention for Cosmetic Products in Shopee Live Streaming: The Role of Utilitarian, Hedonic, and Social Values Wijaya, Christelline Prilia; Ayuni, Risca Fitri
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 5 No. 1 (2026)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/jmppk.2026.05.1.11

Abstract

Purpose – This study aims to examine the effects of utilitarian value, hedonic value, and social value on purchase intention in the context of Shopee Live streaming for cosmetic products. Design/Methodology/Approach – This study employed a quantitative explanatory research design. Data were collected from 275 respondents selected using a non-probability purposive sampling technique. The respondents were individuals who were aware of cosmetic products promoted through the Shopee Live feature but had never made a purchase. The data were analyzed using multiple linear regression with SPSS version 25. Findings – The results indicate that utilitarian value, hedonic value, and social value have positive and significant effects on purchase intention. These findings demonstrate that consumers’ intentions to purchase through Shopee Live are influenced not only by functional benefits, such as convenience and efficiency, but also by entertainment experiences and social motivations during live commerce interactions. Originality/Value – This study contributes to the e-commerce and consumer behavior literature by integrating utilitarian, hedonic, and social value perspectives to explain purchase intention in the emerging live commerce environment. The findings provide practical implications for e-commerce practitioners and sellers in optimizing live streaming strategies by creating interactive, enjoyable, and socially engaging shopping experiences to increase consumer purchase intention.

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