Marketgram Journal
Marketgram Journal is a bi-annual journal published in January and July, by PT Naureen Digital Education. Marketgram Journal aims to discuss current issues and to disseminate the latest findings in marketing studies to the community at large, including to those of scientists, practitioners, and policymakers. We welcome submission of original research in marketing studies (e.g., consumer behaviour, brand management, Digital Marketing and marketing analytics). Our journal complies with Open-Access policy and no Article Processing Cost (APC) will be applied for accepted articles. Marketgram Journal is a bilingual journal. Author(s) could write their manuscript, either in English or in Bahasa Indonesia. Submitted manuscript will be checked againts plagiarism. Only those articles with rigourious research process and substantial managerial/scientific contributions will be reviewed.
Articles
20 Documents
<![CDATA[DAMPAK PROMOSI DAN PERSEPSI KEMUDAHAN TERHADAP KEPUTUSAN PENGUNAAN DOMPET ELEKTRONIK ]]>
<![CDATA[Helma Mulia]]>;
<![CDATA[Ce Gunawan]]>
<![CDATA[ Marketgram Journal Vol. 1 No. 1 (2023): Marketgram Journal (MJ) ]]>
Publisher : <![CDATA[PT Naureen Digital Education ]]>
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<![CDATA[Penelitian ini bertujuan untuk mengetahui pengaruh promosi dan persepsi kemudahan terhadap keputusan penggunaan dompet elektronik. Penelitian ini menggunakan kuesioner yang disebarkan kepada 100 sampel dengan teknik pengambilan sampel purposive sampling yang memiliki kriteria sebagai pengguna ShopeePay di Kota Sukabumi. Pengujian instrumen dalam penelitian ini menggunakan uji validitas dan reliabilitas, teknik analisis data menggunakan analisis deskriptif, menggunakan uji asumsi klasik yang terdiri dari uji normalitas, uji multikolinieritas, dan uji heteroskedastisitas dan analisis regresi linier berganda yang terdiri dari uji hipotesis (uji T dan uji F) dan analisis koefisien determinasi (R2). Hasil penelitian ini menunjukkan bahwa : (1) Promosi berpengaruh positif dan signifikan terhadap keputusan penggunaan dompet elektronik; (2) Persepsi Kemudahan berpengaruh positif dan signifikan terhadap keputusan penggunaan dompet elektronik; (3) Promosi dan Persepsi Kemudahan berpengaruh positif dan signifikan terhadap Keputsuan Penggunaan]]>
<![CDATA[PENGARUH HARGA, KUALITAS PRODUK, DAN WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE VIVO ]]>
<![CDATA[Bunga Siti Fatimah]]>
<![CDATA[ Marketgram Journal Vol. 1 No. 1 (2023): Marketgram Journal (MJ) ]]>
Publisher : <![CDATA[PT Naureen Digital Education ]]>
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<![CDATA[Penelitian ini bertujuan untuk mengetahui pengaruh harga, kualitas produk, dan word of mouth terhadap keputusan pembelian smartphone Vivo. Penelitian ini menggunakan kuesioner yang disebarkan kepada 100 sampel dengan teknik pengambilan sampel Purposive sampling yang memiliki kriteria sebagai pengguna smartphone Vivo di Kota Sukabumi. Pengujian instrumen dalam penelitian ini menggunakan uji validitas dan reliabilitas, teknik analisis data menggunakan analisis deskriptif, menggunakan uji asumsi klasik yang terdiri dari uji normalitas, uji multikolinieritas, dan uji heteroskedastisitas dan analisis regresi linier berganda yang terdiri dari uji hipotesis (uji T dan uji F). Hasil penelitian ini menunjukkan bahwa : (1) Harga berpengaruh positif terhadap keputusan pembelian smartphone Vivo; (2) kualitas Produk berpengaruh positif terhadap keputusan pembelian smartphone Vivo; dan (3) Word of Mouth berpengaruh positif terhadap keputusan pembelian smartphone Vivo; (4) Harga, kualitas produk, dan word of mouth berpengaruh positif terhadap keputusan pembelian.]]>
<![CDATA[THE EFFECT OF TRUST AND RISK PERCEPTIONS USING E-COMMERCE ON CONSUMER PURCHASE INTENTIONS ]]>
<![CDATA[Inggrie Septiani]]>
<![CDATA[ Marketgram Journal Vol. 1 No. 1 (2023): Marketgram Journal (MJ) ]]>
Publisher : <![CDATA[PT Naureen Digital Education ]]>
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<![CDATA[The purpose of this study is to determine the effect of trust and risk perceptions using ecommerce on consumer purchase intentions on the Lazada site (Study on Lazada consumers in Sukabumi City) Methodology: The research method used is a survey method using a questionnaire distributed to 100 samples. While the instrument quality testing technique includes validity and reliability tests. The classical assumption test technique uses the normality test, multicollinearity test, and heteroscedasticity test. Meanwhile, to test the hypothesis using multiple linear regression analysis, t test (partial), and f test (simultaneous). Results: That the trust variable has a significant effect on the intention of the client. Meanwhile, the Risk Perception variable has no effect on Purchase Intention. partially and there is a significant influence between Trust and Risk perception on Purchase Intention.]]>
<![CDATA[PENGARUH PERIKLANAN DAN BRAND AMBASSADOR TERHADAP MINAT BELI KONSUMEN E-COMMERCE ]]>
<![CDATA[Annisa Rahayu Agustine]]>
<![CDATA[ Marketgram Journal Vol. 1 No. 1 (2023): Marketgram Journal (MJ) ]]>
Publisher : <![CDATA[PT Naureen Digital Education ]]>
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<![CDATA[This study aims to analyze the effect of advertising and brand ambassadors on the buying interest of Tokopedia e-commerce consumers. The method of determining the sample used is purposive sampling. The sample in this study were 100 Tokopedia users in Sukabumi City. The analytical method used in this research is multiple linear regression analysis. The results of this study indicate that: (1) Advertising has a positive effect on the buying interest of Tokopedia consumers. (2) Brand Ambassador has a positive effect on Tokopedia consumers' buying interest. (4) Advertising and Brand Ambassadors have a positive effect on consumer buying interest. The magnitude of the influence of Advertising and Brand Ambassadors on Consumer Buying Interest is evidenced by the adjusted R square value of 0.632 indicating that the ability of the independent variable in explaining the variation of the dependent variable is 63,2% and the remaining 36,8% is explained by other variables outside this research model.]]>
<![CDATA[INTEGRATED MARKETING COMMUNICATION: HOW IMC METHOD BUILD A BRAND EQUITY: KOMUNIKASI PEMASARAN TERPADU: BAGAIMANA METODE IMC MEMBANGUN EKUITAS MEREK ]]>
<![CDATA[Andi Nurul Habibah]]>;
<![CDATA[Fany Mulyono]]>;
<![CDATA[Ce Gunawan]]>
<![CDATA[ Marketgram Journal Vol. 1 No. 1 (2023): Marketgram Journal (MJ) ]]>
Publisher : <![CDATA[PT Naureen Digital Education ]]>
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<![CDATA[Facing increasingly competitive competition, companies are required to be more innovative to developing the corporate image of the products that will be created in order to compete with competitors. In this literature it will be known that every form of marketing communication activity will always aim to contribute to brand equity and drive sales. To produce effective communication, it takes more than just marketing communication tools that have been used so far. This concept became the idea for creating a marketing strategy known as IMC (Integrated Marketing Communication). This literature will also explain how much influence the use of the right IMC strategy and variant has on the effectiveness of the message conveyed in increasing a company's brand equity. Because for companies, high brand equity will provide competitive advantage.]]>
<![CDATA[PERILAKU KONSUMTIF OLEH MASYARAKAT KONSUMSI DALAM PERSPEKTIF TEORI JEAN BAUDRILLARD [STUDI KASUS: TIKTOK SHOP] ]]>
<![CDATA[Naufal Rizki Fadhillah]]>;
<![CDATA[Suryo Ediyono]]>
<![CDATA[ Marketgram Journal Vol. 1 No. 1 (2023): Marketgram Journal (MJ) ]]>
Publisher : <![CDATA[PT Naureen Digital Education ]]>
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<![CDATA[Social media has transformed into a place for trading activities. Promotional activities can be carried out easily through social media. This convenience can also lead to patterns of high consumption to consumptive behavior. This study aims to provide a descriptive analysis of the development of consumptive behavior in the TikTok shop which is analyzed using the concept of consumption society from Jean Baudrillard. The method used is a descriptive qualitative approach with natural observation techniques. The research population is a live audience of a TikTok account with a saturated sample. The data was obtained from observations of netizen interactions with TikTok Shop sellers via TikTok Live. The results obtained are that the method of selling through live broadcasts provides a new attraction and the consumptive behavior of netizens can be seen from the large number of viral non-needs items being sold. From these results it is concluded that the concept of consumption society is relevant to today's life, people tend to buy products because of desire, rather than need.]]>
<![CDATA[ANALISIS EKUITAS MEREK (BRAND EQUITY) SEPEDA MOTOR HONDA DI SUKABUMI ]]>
<![CDATA[Hesti Nuramdini]]>;
<![CDATA[Gita Sagita]]>;
<![CDATA[Dewi Herawati]]>;
<![CDATA[Bunyana Bunyana]]>;
<![CDATA[Ce Gunawan]]>
<![CDATA[ Marketgram Journal Vol. 1 No. 1 (2023): Marketgram Journal (MJ) ]]>
Publisher : <![CDATA[PT Naureen Digital Education ]]>
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<![CDATA[The purpose of this study was to determine the level of brand equity of Honda motorcycles in Sukabumi as measured through the dimensions of brand equity as follows: a. Brand Awareness b Perceived Quality c. Brand Association and Brand Loyalty. The research method uses descriptive quantitative methods. The purpose of this study is to describe something characteristic of a person, event or situation. The data source used in this study is primary data, the data collection method is carried out by distributing questionnaires. The sample used is 109 respondents who use Honda motorcycles in Sukabumi. The results showed that the brand awareness of Honda motorcycles was in the high category. Judging from the quality of Honda motorcycles, they are in the very high category. The Honda motorcycle brand association is in the high category. The brand loyalty of Honda motorbikes is in the high category.]]>
<![CDATA[PENGARUH ARTIS KOREA DALAM MENINGKATKAN BRAND IMAGE DAN PERILAKU KONSUMTIF MASYARAKAT [STUDI KASUS: BUKALAPAK] ]]>
<![CDATA[Friska Lerinsa]]>;
<![CDATA[Moch. Bagja Abdzul Azis]]>;
<![CDATA[Putri Ayu]]>;
<![CDATA[Syamsudin]]>
<![CDATA[ Marketgram Journal Vol. 1 No. 2 (2023): Marketgram Journal (MJ) ]]>
Publisher : <![CDATA[PT Naureen Digital Education ]]>
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<![CDATA[The background of this journal research is the Korean wave phenomenon which is currently developing in Indonesia, many local brands or companies use Korean artists as advertisement stars or brand ambassadors, as was done by Bukalapak. The following will explain the impact that will occur on the behavior of Indonesian people when e-commerce increases the brand image of its products. With the aim that the Indonesian people can understand or take advantage of this e-commerce as a profitable medium. The method used is literature study from various national scale research journals. The data needed in this journal research was collected by means of literature studies, through print and electronic media. The results of this journal's research are the existence of the Korean Wave and the use of Korean artists as brand ambassadors influencing people's behavior in Indonesia. The positive impacts include being able to inspire fashion, how to dress and even increase product sales and the negative impacts include causing a cultural shift in Indonesia, wasting time and money buying products related to Korean culture.]]>
<![CDATA[PENGARUH EKUITAS MEREK TERHADAP KINERJA PASAR ]]>
<![CDATA[rosa rosdiana]]>;
<![CDATA[Nida Salma Fariani]]>;
<![CDATA[Riski Putri Anjayani]]>;
<![CDATA[, Shinta Nurliawan Sari]]>
<![CDATA[ Marketgram Journal Vol. 1 No. 2 (2023): Marketgram Journal (MJ) ]]>
Publisher : <![CDATA[PT Naureen Digital Education ]]>
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<![CDATA[Brand equity refers to an added value contained in a product or service being marketed. This is of course the reason consumers buy or use products from these brands. In addition, companies are also marked to be able to increase their company value, which of course has a positive impact on the long-term success of their company. Therefore, many companies prioritize and prioritize brand equity to maximize market performance. Market performance is defined as an indicator that shows the extent to which a company can maximize the value of shares of companies that have sold in a market capital. This study aims to analyze and understand the effect of equity on market performance with the method of literature study or known as a literature review data sources derived from previous research studies that have relevance and relevance to this research topic. Research results and analysis of various previous literatures show that brand equity has a significant effect on market performance.]]>
<![CDATA[STRATEGI CO BRANDING OREO DENGAN SUPREME ]]>
<![CDATA[Albertus Sudarmanto]]>;
<![CDATA[Jesaya Ginting]]>;
<![CDATA[Veronika Sari Prihandayani]]>;
<![CDATA[Wilogo Siwi Pamungkas]]>
<![CDATA[ Marketgram Journal Vol. 1 No. 2 (2023): Marketgram Journal (MJ) ]]>
Publisher : <![CDATA[PT Naureen Digital Education ]]>
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<![CDATA[Competition in the business world is getting tougher causing business actors to be required to have a competitive advantage in order to be able to compete in the market. One of the strategies carried out by the company is Co-branding or Collaboration Branding or merging brands. Co-branding is a collaboration format between two or more brands that already have significant recognition in their market. And the products produced from this co-branding are unique, unusual, even co-branding products are usually sold in limited editions. One form of product resulting from the Co-branding is Oreo with Supreme. This co-branding is a collaboration between the Supreme brand, which is basically a fashion brand, and Oreo, which is basically a food product brand. This journal reviews the Co-branding between Oreo and Supreme using a descriptive qualitative research approach. And shows that the Co-branding strategy carried out by Oreo Supreme produces premium new products and has a significant influence in the business world.]]>
