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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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The Influence of Rebranding, Online Customer Reviews, and Perceived Value on Customer Loyalty to Innisfree Beauty Products Hasan, Zulfa Abdillah; Hapsari, Raditha Dwi Vata
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.2026.05.1.19

Abstract

Purpose – This study aims to examine the effects of rebranding, online customer reviews, and perceived value on customer loyalty among Generation Z consumers of Innisfree beauty products in Indonesia. Design/Methodology/Approach – This study employed a quantitative explanatory research design to test causal relationships among the variables. Data were collected through online questionnaires from 140 Generation Z consumers of Innisfree beauty products in Indonesia. The data were analyzed using IBM SPSS Statistics version 29. Findings – The results indicate that rebranding and perceived value have positive and significant effects on customer loyalty. In contrast, online customer reviews have a negative and significant effect on customer loyalty. These findings suggest that strategic brand transformation and strong perceived value can strengthen consumer loyalty, while online reviews may require careful management as their influence depends on consumers’ interpretations and perceptions of digital information. Originality/Value – This study contributes to the consumer behavior and digital marketing literature by examining the simultaneous role of brand transformation, electronic word-of-mouth, and perceived value in shaping Generation Z’s loyalty toward a global beauty brand. The findings provide practical implications for companies in managing rebranding initiatives, enhancing consumer value perceptions, and developing effective digital reputation management strategies to strengthen customer loyalty.  
From Market Leader to Competitive Pressure: The Role of TikTok Marketing Videos, E-WOM, and Brand Image in Shaping Gen Z Purchase Intention for Camille Beauty Face Masks Puteri, Shindy Antono; Parwati, Kardina Yudha
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.2026.05.1.09

Abstract

Purpose – This study aims to examine the effects of TikTok marketing videos, electronic word of mouth (E-WOM), and brand image on Generation Z’s purchase intention toward Camille Beauty face masks. Design/Methodology/Approach – This study employed a quantitative explanatory research design to test causal relationships among the variables. Data were collected through Likert-scale questionnaires from 180 Generation Z consumers who were familiar with Camille Beauty’s TikTok content, selected using a purposive sampling technique. The data were analyzed using multiple linear regression with IBM SPSS Statistics version 29. Findings – The results indicate that TikTok marketing videos, electronic word of mouth (E-WOM), and brand image each have positive and significant effects on Generation Z’s purchase intention. These findings suggest that engaging digital content, credible online consumer information, and a strong brand image are important factors in influencing purchase decisions within the competitive skincare market. Originality/Value – This study contributes to the digital marketing and consumer behavior literature by integrating social media marketing, electronic word of mouth, and brand image into a single model within the context of a declining market leader in the skincare industry. The findings provide practical insights for beauty brands in optimizing digital content strategies, strengthening online credibility, and maintaining competitive brand positioning among Generation Z consumers.
The Role of Customer Engagement in Mediating Authenticity and Loyalty Lahman, Salwa Nabila; Hussein, Ananda Sabil
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.2026.05.1.17

Abstract

Purpose – This study aims to examine the effect of brand authenticity on customer loyalty among Toko Kopi Tuku customers in Malang City by investigating the mediating role of customer engagement. Design/Methodology/Approach – This study employed a quantitative explanatory research design based on relevant theoretical foundations. Data were collected through questionnaires from 212 customers residing in Malang City, Malang Regency, and Batu City who had made at least two purchases at Toko Kopi Tuku Malang. The respondents were selected using a purposive sampling technique. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) through inner model and outer model assessments with SmartPLS 4. Findings – The results indicate that brand authenticity does not have a direct significant effect on customer loyalty. However, customer engagement significantly mediates the relationship between brand authenticity and customer loyalty. Furthermore, brand authenticity has a positive and significant effect on customer engagement, while customer engagement significantly influences customer loyalty. These findings suggest that brand authenticity strengthens loyalty indirectly by fostering deeper customer engagement. Originality/Value – This study contributes to the brand management and customer relationship literature by demonstrating the importance of customer engagement as a psychological mechanism linking brand authenticity to customer loyalty. The findings extend understanding of loyalty formation in the coffee shop industry and provide practical insights for businesses seeking to build sustainable customer relationships through authentic brand experiences and meaningful customer interactions.
Examining Repurchase Intention in Pop Mart Blind Box Products: The Effect of Uncertainty, Aesthetics, and Perceived Fun Wahyono, Shahnaz Putri Serena; Isharina, Ikhtiara Kaideni
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.2026.05.1.07

Abstract

Purpose – This study aims to examine the effects of uncertainty and aesthetics on repurchase intention among Pop Mart blind box consumers by investigating the mediating role of perceived fun. Design/Methodology/Approach – This study employed a quantitative research design. Data were collected from 180 Generation Z Pop Mart blind box consumers in Java using a structured questionnaire. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) to examine the direct and indirect relationships among uncertainty, aesthetics, perceived fun, and repurchase intention. Findings – The results indicate that uncertainty has a positive but insignificant effect on repurchase intention. In contrast, aesthetics has a positive and significant effect on repurchase intention, both directly and indirectly through perceived fun. These findings suggest that visual appeal and enjoyable consumption experiences are stronger drivers of repeat purchase behavior than uncertainty in the blind box consumption context. Originality/Value – This study contributes to the consumer behavior and experiential marketing literature by examining the role of perceived fun as an emotional mechanism linking product aesthetics to repurchase intention in the emerging blind box market. The findings provide practical insights for collectible product companies by emphasizing the importance of attractive designs and engaging unboxing experiences to strengthen consumer attachment and encourage repeat purchases.
The Effect of Perceived CSR on Brand Loyalty Mediated by Brand Attitude Utami, Mahrunisa
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.2026.05.1.02

Abstract

Purpose – This study aims to examine the effect of perceived corporate social responsibility (CSR) on brand loyalty, both directly and indirectly through the mediating role of brand attitude among Kopi Kamu consumers in the Greater Jakarta area. Design/Methodology/Approach – This study employed an explanatory research design with a quantitative approach. Data were collected from 200 Kopi Kamu consumers in the Greater Jakarta area who had made at least one purchase within the last six months and were aware of Kopi Kamu’s collaboration with POTADS. The data were collected through questionnaires and analyzed using the outer model, inner model, and bootstrapping tests with SmartPLS 4. Findings – The results indicate that perceived corporate social responsibility has a positive and significant direct effect on brand loyalty. Brand attitude also has a positive and significant effect on brand loyalty. Furthermore, brand attitude partially mediates the relationship between perceived corporate social responsibility and brand loyalty. These findings demonstrate that consumers’ positive perceptions of CSR initiatives can strengthen loyalty both directly and by shaping favorable attitudes toward the brand. Originality/Value – This study contributes to corporate social responsibility and brand management literature by examining the mechanism through which perceived CSR influences brand loyalty through brand attitude in the coffee shop industry. The findings provide empirical evidence that CSR activities function not only as social initiatives but also as strategic marketing tools that shape consumer attitudes and strengthen long-term brand relationships. Practically, this study highlights the importance of implementing meaningful CSR programs and communicating them effectively to enhance customer loyalty.

Page 39 of 39 | Total Record : 385

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