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INDONESIA
Journal of Indonesia Marketing Association
Published by Indonesia Marketing Association
ISSN : -     EISSN : 29633710     DOI : 10.69477
Core Subject : Economy,
Economics, Econometrics & Finance
Indonesia Marketing Association (IMA) is a scientific journal in the fields of digital marketing, consumer behavior, marketing, integrated marketing, internet marketing, e-commerce, persuasive strategy, relational marketing, marketing and business ethics, distribution strategy, product development strategy, marketing strategy, customer relationship management, international marketing.
Arjuna Subject : Bisnis, Menejemen, dan Akutansi (semua kategori) - Bisnis, Menejemen, dan Akutansi (Lain-Lain)
Articles 24 Documents
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Perilaku Pembelian Ramah Lingkungan: Tinjauan terhadap Persepsi Nilai, Persepsi Risiko, dan Kepercayaan di Niceso Kota Tangerang Immawati, Siti Asriah; Sukardiman, Diah Fistiani; Setiyawati, Ratna
Journal of Indonesia Marketing Association (IMA) Vol. 2 No. 2 (2024)
Publisher : Indonesia Marketing Association (IMA)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.69477/ima.v2i2.32

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh persepsi nilai, persepsi resiko dan kepercayaan terhadap perilaku pembelian ramah lingkungan yang dilakukan di Niceso Kota Tangerang. Penelitian ini menggunakan pendekatan kuantitatif, dengan metode asosiatif. Pengumpulan data melalui kuesioner yang dibagikan langsung pada pelanggan Niceso Kota Tangerang berjumlah 180 pelanggan, dengan skala pengukuran 7 item. Pengolahan data menggunakan regresi berganda dengan sofware SPSS versi 28. Hasil penelitian ini menunjukan terdapat pengaruh positif signifikan persepsi nilai dan kepercayaan terhadap perilaku pembelian ramah lingkungan, sedangkan kepercayaan dengan perilaku pembelian ramah lingkungan berpengaruh negatif signifikannya.
Identification of Tourism-Based MSME Marketing Management Strategies Hermawan, Romy; Supriono, Supriono; Rizaldi, Rasyid Akbar; Sudarmiatin, Sudarmiatin
Journal of Indonesia Marketing Association (IMA) Vol. 2 No. 2 (2024)
Publisher : Indonesia Marketing Association (IMA)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.69477/ima.v2i2.33

Abstract

Sugihwaras Village is a village located in Ngancar District, Kediri Regency. The Sugihwaras Village area includes plantation areas, forestry areas and the Mount Kelud Tourism Area, which means that some economic activities take place in the agricultural and tourism sectors. A well-known agricultural commodity is pineapple with a typical mainstay product, namely "kelud “Madu” pineapple". The superiority of commodities and the implementation of tourism activities in the Mount Kelud Tourism Area has created new job opportunities, namely Kelud “Madu” Pineapple Traders. In practice, Kelud “Madu” pineapple traders are part of Micro, Small and Medium Enterprises (MSMEs) and as an aspect of Tourism Amenities to support tourism activities in the Mount Kelud Tourism Area. The Kediri Regency Government also supports the potential of “Madu” pineapple in Sugihwaras Village by holding a Pineapple Festival to develop and commercialize the potential of kelud “Madu” pineapple. However, the government's objectives are still not in line with the conditions of MSMEs selling kelud “Madu” pineapples. Therefore, this research seeks to examine marketing management by Kelud “Madu” pineapple traders as supporters of the Mount Kelud Tourism Area. This research uses a qualitative method with an exploratory descriptive approach. Data collection techniques use interviews, observation and documentation. Data analysis consists of data collection, data condensation, data presentation, and drawing conclusions. The research results show that marketing by kelud “Madu” pineapple traders is considered to be quite good in terms of potential, personal, operational, relationship and interaction management. The obstacles encountered by kelud “Madu” pineapple traders are related to the provision of facilities, high purchasing prices, and declining sales. Efforts made by the government include organizing festivals and community training, but there is a need for capital assistance for traders.
Memahami Niat Perilaku Generasi Z Muslim Indonesia dalam Berkunjung ke Pariwisata Halal Malang Lestia, Suci Nirma; Hanafiah, Ali
Journal of Indonesia Marketing Association (IMA) Vol. 2 No. 2 (2024)
Publisher : Indonesia Marketing Association (IMA)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.69477/ima.v2i2.34

Abstract

Adanya pandemi Covid-19 yang menghantam industri pariwisata menyebabkan kota Malang mengalami penurunan wisatawan dan juga pendapatan yang sangat drastis. Untuk menaikkan kembali jumlah wisatawan dan pendapatan di kota Malang, wali kota Malang kemudian mengusulkan untuk mewujudkan Malang menjadi Center of Halal Tourism. Penelitian ini bertujuan untuk membahas apa saja yang dapat mempengaruhi niat berkunjung generasi Z Muslim Indonesia untuk berkunjung ke pariwisata halal Malang. Variabel independen yang di dapat dari hasil Pra Survei yaitu Motivasi, Citra Destinasi, dan Pengetahuan. Sedangkan variabel dependennya yaitu Niat Berkunjung. Objek penelitian ini adalah Generasi Z Muslim Indonesia sebanyak 200 responden dan Teknik pengambilan sampel menggunakan teknik penyebaran dan pengisian kuesioner. Analisis data yang digunakan adalah analisis statistik dalam bentuk SEM-PLS 3.2.9. Hasil penelitian menunjukkan Motivasi memiliki pengaruh positif dan signifikan terhadap niat berkunjung, citra destinasi memiliki pengaruh positif dan signifikan terhadap niat berkunjung, dan pengetahuan memiliki pengaruh positif dan signifikan terhadap niat berkunjung generasi Z ke pariwisata halal Malang. Kesimpulan dari penelitian ini yaitu dari variabel motivasi, citra destinasi, dan pengetahuan memiliki pengaruh positif dan signifikan terhadap niat berkunjung generasi Z ke pariwisata halal Malang. Saran dari penelitian ini adalah untuk dinas pariwisata dan kebudayaan kabupaten malang mencakup motivasi, citra destinasi, dan pengetahuan, serta untuk penelitian selanjutnya.
The Impact of Content Marketing in an E-Commerce Live Shopping Program on Consumer’s Purchasing Decision (Research on Tokopedia Play’s In-House Live Shopping Program: Night Deals) Fathma, Mutiara Annisa; Kartikawangi, Dorien
Journal of Indonesia Marketing Association (IMA) Vol. 2 No. 2 (2024)
Publisher : Indonesia Marketing Association (IMA)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.69477/ima.v2i2.35

Abstract

The rise of technology advancement has led to many aspects of life becoming digitized. One of the aspects of life that has been digitized and also reformed through innovation is shopping in the form of Live shopping. Various e-commerce such as Tokopedia, is now utilizing this as their content marketing strategy to gain more attraction and purchase from its users. This study would like to research on the impact of Tokopedia Play Night Deal’s Content Marketing towards a consumer’s purchasing decision. Based on content marketing and purchasing decision theories, this research use quantitative approach. The independent variable in this study is content marketing and the dependent variable is purchasing decision. This study utilizes 102 samples from the greater Jakarta area (JABODETABEK). This research utilizes a simple linear regression analysis. The result of this research is that content marketing has a significant impact towards a consumer’s purchasing decision.

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