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INDONESIA
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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PENGARUH PENGGUNAAN ARTIFICIAL INTELLIGENCE TERHADAP CUSTOMER LOYATY DENGAN CITRA MEREK SEBAGAI VARIABEL MEDIASI Muhammad Abyan Ramadhana; Hussein, Ananda Sabil
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 1 No. 4 (2022)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/jmppk.2022.01.4.11

Abstract

This research discusses about how artificial intelligence and brand image influence customer loyalty on Tokopedia application users in South Jakarta, the Special Capital Region of Jakarta, Indonesia. The objective of this quantitative study is to test and analyse the influence of artificial intelligence on customer loyalty, the influence of artificial intelligence on brand image, the influence of brand image on customer loyalty, and the influence of artificial intelligence on customer loyalty with the mediation of brand image in the context of Tokopedia application users in South Jakarta, the Capital Region of Jakarta, Indonesia. This study is a quantitative study. Using purposive sampling technique, 103 people of South Jakarta, the Capital Region of Jakarta, Indonesia were selected as the respondents. The analysis were conducted by utilizing PLS (Partial Least Square), performed in SmartPLS 3. This study finds that artificial intelligence positively and insignificantly influences customer loyalty, that artificial intelligence positively and significantly influences brand image, that brand image positively and significantly impacts customer loyalty, and that brand image mediates the relationship between artificial intelligence and customer loyalty.
PENGARUH BAURAN PEMASARAN TERHADAP KEPUTUSAN PEMBELIAN ULANG PAKET NETFLIX Hendrawan, Maychel Ferry
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 1 No. 4 (2022)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/jmppk.2022.01.4.15

Abstract

Marketing mix is one of the instruments for conducting marketing activities as it can be a key factor for increasing repeat purchase value. Appropriate and effective marketing-mix activities can make consumers repeat their purchases. The objective of this research is to identify the effects of product, promotion, price, and place on the repeat purchase of Netflix. This digital streaming service was first made available in Indonesia in January 2016 and has attracted people’s interest since then by offering original contents. The respondents of this quantitative research are 100 Netflix users who have made repeat purchase. Using descriptive analysis and multiple linear regression, this study finds that product has a significant effect on the repeat purchase, while promotion, price, and place do not. The appropriate and effective marketing mix to be applied to stimulate repeat purchase for Netflix package is product improvements in terms of quality, display, and variants.
PENGARUH PERCEIVED USEFULNESS, PERCEIVED EASE OF USE TERHADAP PURCHASE INTENTION DAN ATTITUDE TOWARD USING SEBAGAI MEDIASI AlBanani, Muhammad Tsabit; Hapsari, Raditha Dwi Vata
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 1 No. 4 (2022)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/jmppk.2022.01.4.06

Abstract

Changes of people’s lifestyle from traditional to modern has made startup businesses develop rapidly. This should be addressed well by Shopee by improving the quality of their application. The objective of this research is to identify the effects of perceived ease of use and perceived usefulness on the intention of Anwarul Huda Islamic Boarding School’s students in Malang city to purchase via Shopee with the mediation of attitude toward using. The sample of this explanatory research was selected using saturated sampling, resulted in 144 respondents. The data was harvested through Likert-scaled questionnaires and was assessed using Outer Model, Inner Model, and Mediation Tests in SmartPLS 3.0. The data assessment results show that, from the direct effect testing to five variables, there are two test results that do not have any effect; they are Perceived Ease of Use (PEOU) on Attitude Toward Using and Perceived Usefulness (PU) on Purchase Intention (PI). From the indirect effect testing to two variables, there is one testing result that does not have any effect; that is Perceived Ease of Use (PEOU) on Purchase Intention (PI) through Attitude Toward Using as the mediator. Therefore, Shopee should consider the use of marketing strategies that include feature development and enhancement in their application.
IMPLEMENTASI KINERJA PEMASARAN DALAM MENINGKATKAN PERTUMBUHAN NASABAH PRODUK REKENING TABUNGAN JAMAAH HAJI Octavia, Ika; Sunaryo
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 1 No. 4 (2022)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/jmppk.2022.01.4.09

Abstract

The objective of this research is to identify the application of marketing performance in increasing the number of clients of Rekening Tabungan Jamaah Haji (RTJH, a saving product for customers who plan to do Hajj pilgrimage) at the Sharia-Compliant Business Unit of Bank Sinarmas in the branch office of Malang. Here supporting factors, hindering factors, and strategies in the banks effort to increase the number of clients are also examined. This descriptive qualitative case study uses primary and secondary data; the former was gathered from interviews and observations, while the latter was acquired from documents consisting of annual reports and other relevant information. This study finds that the marketing performance has been successfully implemented, proven by the increasing number of sales and clients as well as by the growing market. The said business unit is also proven able to analyze the supporting and hindering factors and to apply the appropriate marketing strategy using the marketing mix consisting of the Seven Ps. However, the unit has not been able to attain the maximum benefit of the mix, that is in the aspect of place, promotion, people, and physical evidence.
DESKRIPSI PERILAKU KONSUMEN DALAM KEPUTUSAN PEMBELIAN TERHADAP OBAT HERBAL (HERBAL MEDICINE) Shalahuddin, Laode; Wijayanti, Risna
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 1 No. 3 (2022)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/jmppk.2022.01.3.06

Abstract

The health industry is included in an industry that experienced an increase in 2019-2020 due to the Covid-19 (Corona Virus Disease) pandemic. This can provide benefits for Indonesia because it is one of the largest biopharmaceutical (medicinal) producing countries in the world. The objective of this research is to describe the behavior of consumers in their decision to purchase herbal medicine in the largest biopharmaceutical plant-producing region in Indonesia. The data of this research was harvested by distributing questionnaires to a sample of 120 respondents living in the said region. Using frequency distribution and description, this study finds that there are three factors shaping consumer behavior, they are psychological factor, i.e. learning, perception, motivation, and attitude and belief, social factor, i.e. culture, family, group references and social class, and marketing factor, i.e. product, price, place, and promotion. The benefit of this research is to assist herbal medicine business actors in the health industry in recognizing people's consumption behavior towards herbal medicines and is useful for future researchers in enriching discussions that focus on herbal medicine (herbal medicine).  
PENGARUH ATRIBUT PRODUK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN DAN KEPUASAN KONSUMEN PRODUK SMARTPHONE Firmansyah, Rezza; Restuti, Sri; Noviasari, Henni
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 1 No. 4 (2022)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/jmppk.2022.01.4.01

Abstract

Currently, the most widely used technology that can support these needs is one of them in the form of smartphone products or better known as smartphones. Consumers will be faced with information about a product in making purchasing decisions. This study aims to determine the effect of product attributes and prices on purchasing decisions and consumer satisfaction of Xiaomi smartphone products in Pekanbaru City. The population in this study is the people of Pekanbaru City who buy and use Xiaomi smartphones. The sampling technique used purposive sampling method and 108 people were selected as samples. Structural Equation Modeling with SmartPLS 3 software was used as a data analysis method. The results showed that product attributes have a positive and significant effect on purchasing decisions, price has a positive and significant effect on purchasing decisions, and purchase decisions have a positive and significant effect on consumer satisfaction.
PENGARUH KETIDAKPUASAAN KONSUMEN DAN PENCARIAN VARIASI TERHADAP MINAT BERPINDAH MEREK Brilian, Klaudea; Rohman, Fatchur
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 1 No. 4 (2022)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/jmppk.2022.01.4.10

Abstract

Internet service users show a very rapid increase ranging from 30% to 40% in 2018 to 2021, which was previously only centered on offices, now it is used more in residential areas. Indihome has the highest Top Brand Index in Indonesia, but every year the percentage owned by Indihome has decreased, which means many consumers feel dissatisfied. The objective of this research is to identify the effects of consumer dissatisfaction and variation seeking behavior on the brand switching intention of Indiehome users, the internet service brand of PT. Telkom Indonesia Tbk., in Tulungagung. This study is categorized as explanatory research since it explains the causal relationship between variables through hypothesis testing. The data of this descriptive quantitative research was harvested from Likert-scaled questionnaires distributed to 100 users of Indiehome in Tulungagung, this research finds that consumer dissatisfaction and variation-seeking behavior are positive, which means that higher consumer dissatisfaction and variation-seeking behavior can lead to higher brand switching intention.
PENGARUH LABEL HALAL, KUALITAS PRODUK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN PRODUK YANG DIKONSUMSI SETIAP HARI Kornitasari, Yenny; Faidah, Anis Mutifatul
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 1 No. 3 (2022)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/jmppk.2022.01.3.07

Abstract

This research is aimed to explore the effects of halal label, product quality, and price on the decision to purchase daily consumer products by Islamic economics students of universitas brawijaya classes of 2017 to 2019. Variables used in this research are: label halal, product quality, and price as independent variables. Meanwhile the dependent variable in this research is purchase decision. This research used quantitative method, employs multiple linear analysis regression using SPSS 26. Primary data is collected through distributing questionnaires. The sampling technique used was probability sampling in which every member of the population has the same opportunity to become the research sample using the simple random sampling method. Validity and reliability test were done before doing data analysis. After that, the linkert scale data was converted into interval data by using MSI (Method of Successive Interval) before doing multiple linear regression. The regression results show that the halal label, product quality, and price simultaneously affect purchasing decisions. And partially the three independent variables, halal label, product quality and price, have a significant effect on purchasing decisions.
PENGARUH PRODUCT, PRICE, PLACE, PROMOTION, PEOPLE & PHYSICAL EVIDENCE TERHADAP LOYALITAS PELANGGAN GRIND COFFEE Rangga Wardana, Ilham Sucipto; Sunaryo
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 1 No. 4 (2022)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/jmppk.2022.01.4.12

Abstract

At this time there are so many coffee shop businesses, the emergence of a coffee shop business that is currently rapidly bringing a new impact on lifestyle. With a new lifestyle cre­ated by the current generation, pulling coffee shop competition to a new level where the best can survive the competition. This research aims to assess and analyze the effect of pro­duct, price, place, promotion, people, and physical evidence on the loyalty of the customers of Grind Coffee in Pasuruan city. The data of this quantitative explanatory research was har­vested through Likert-scaled questionnaires distributed to the coffee shop’s 85 customers me­eting the criteria as re-quired by purposive sampling technique. Here validity and re­li­a­bi­lity testing were per-formed, and the analyses were conducted using multiple linear re­gre­s­sion in SPSS for Windows version 24. This study finds that product, price, people, and phy­sical evidence positively and significantly affect customer loyalty, while place and promotion did not have any significant effect on the loyalty.
PENGARUH MOTIF HEDONIS DAN PROMOSI DI MEDIA SOSIAL TERHADAP PEMBELIAN IMPULSIF Putri, Pinky Greciela Veronica; Anggraeni, Rila
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 1 No. 4 (2022)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/jmppk.2022.01.4.05

Abstract

The objective of this research is to identify the effect of hedonic motivation and social media promotion on the impulsive buying of Shopee users. This study is categorized as explanatory research that is used to develop and validate causal relationship between variables through hypothesis testing. The samples were selected using non-probability sampling method and purposive sampling technique with the criteria of individuals with the minimum age of seventeen years who live in Malang city and use Shopee application, resulting in 120 respondents. The data of this research was harvested from Likert-scaled questionnaires, which were assessed using validity and reliability testing, and was analyzed in SPSS 25. The hypotheses were examined using t test. This study finds that hedonic motivation and social media promotion simultaneously and partially have significant effects on impulsive buying. Furthermore, hedonic motivation has the most dominant effect since it has the highest beta coefficient and t-score. The findings imply that Shopee can increase their sales by conducting social media promotion.

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