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Preferensi : Journal of Marketing and Business
Published by CV. Visionary Raya Sakti
ISSN : -     EISSN : 31644651     DOI : https://doi.org/10.67983/preferensi.v1i1
Core Subject :
Preferensi: Journal of Marketing and Business is a peer-reviewed academic journal dedicated to advancing theoretical, empirical, and methodological scholarship in the fields of marketing and business. The journal provides an international forum for high-quality research addressing contemporary and emerging challenges in dynamic, competitive, and digitally driven business environments. The journal welcomes original empirical studies, conceptual papers, systematic literature reviews, and rigorous case analyses that contribute to knowledge development and offer clear theoretical, managerial, and policy implications. Emphasis is placed on analytical rigor, methodological robustness, and originality, aligning with international publication standards. Preferensi adopts an interdisciplinary and future-oriented perspective, integrating insights from marketing science, strategic management, entrepreneurship, digital transformation, innovation studies, and sustainability. The journal particularly encourages research that explores digital marketing ecosystems, consumer behavior analytics, business model innovation, strategic decision-making, governance, and sustainable value creation in both developed and emerging economies. Preferensi: Journal of Marketing and Business aims to serve as a reputable scholarly outlet for researchers, academics, practitioners, and policymakers. The journal aspires to contribute meaningfully to global academic discourse while supporting evidence-based business practices and sustainable economic development.
Arjuna Subject : -
Articles 15 Documents
 1   2 
DETERMINANTS OF ORGANIC FOOD PURCHASE INTENTION: EVIDENCE FROM PAYAKUMBUH CITY Andika Mahaputra; Marlin Putri
Preferensi : Journal of Marketing and Business Vol. 1 No. 2 (2026): Preferensi : Journal of Marketing and Business
Publisher : CV. Visionary Raya Sakti

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.67983/preferensi.v1i2.126

Abstract

Purpose: This study examines whether functional value quality, social norms, consumer innovativeness, green trust, health benefits, convenience and availability, and organic knowledge predict organic food purchase intention among consumers in Payakumbuh City, Indonesia. Design/methodology/approach: A quantitative explanatory and predictive design was applied using a cross-sectional survey. Data from 150 purposively selected respondents with prior organic food purchasing experience were analyzed using partial least squares structural equation modeling in SmartPLS 4. The measurement model was evaluated through indicator loadings, average variance extracted, composite reliability, and discriminant validity. The structural model was assessed using collinearity statistics, path coefficients, R², f², and Q². Directional hypotheses were evaluated using one-tailed bootstrapping with 5,000 subsamples. Findings: All seven paths were positive and statistically significant in the specified model. Consumer innovativeness produced the largest point estimate (β = 0.331), closely followed by organic knowledge (β = 0.325), green trust and health benefits (β = 0.308 each), convenience and availability (β = 0.258), social norms (β = 0.257), and functional value quality (β = 0.131). The model explained 55.2% of the variance in purchase intention (R² = 0.552) and produced Q² = 0.318. The analysis did not test whether the coefficients differed significantly from one another. Research implications: The findings support an integrative model informed by the Theory of Planned Behavior rather than a complete extended TPB model because only social norms represent a core TPB construct. Organic food businesses should combine credible product and certification information, consumer education, accessible distribution, and communication suited to consumers who are receptive to new products. The cross-sectional non-probability sample limits causal and population-wide generalization.
DIGITAL MARKETING, BRAND IMAGE, AND PRICE AS DETERMINANTS OF PURCHASE DECISIONS: EVIDENCE FROM AMANDA BROWNIES IN MAKASSAR Muh Ikhsan Maulana; Sakti Adrian
Preferensi : Journal of Marketing and Business Vol. 1 No. 2 (2026): Preferensi : Journal of Marketing and Business
Publisher : CV. Visionary Raya Sakti

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.67983/preferensi.v1i2.127

Abstract

Purpose: This study examines whether digital marketing, brand image, and price perception predict consumers’ purchase-decision scores at Amanda Brownies in Makassar, Indonesia. Design/methodology/approach: A quantitative explanatory design and cross-sectional survey were used. Data were collected through a structured questionnaire from 120 purposively selected consumers across the Ratulangi, Pettarani, and Perintis outlets and analyzed using multiple linear regression in SPSS 25. The analysis included item-validity and reliability testing, residual diagnostics, t-tests, an omnibus F-test, and coefficients of determination. Findings: Digital marketing, brand image, and price perception were positively associated with purchase-decision scores after controlling for the other predictors. Price produced the largest standardized coefficient (β = 0.359), closely followed by brand image (β = 0.328); the difference between these coefficients was not tested. Digital marketing had a smaller positive coefficient (β = 0.144). Research implications: Amanda Brownies should integrate digital communication, consistent brand positioning, and value-oriented pricing. Because the study used a cross-sectional purposive sample and self-reported measures, the findings should be interpreted as sample-specific associations rather than causal or population-wide effects.
WHAT DRIVES GEN Z PURCHASE DECISIONS? THE ROLES OF BRAND IMAGE, PRODUCT QUALITY, AND CONSUMER ENGAGEMENT Melati Sandra; Wahab Alparis; Santi Maulia
Preferensi : Journal of Marketing and Business Vol. 1 No. 2 (2026): Preferensi : Journal of Marketing and Business
Publisher : CV. Visionary Raya Sakti

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.67983/preferensi.v1i2.129

Abstract

Purpose: This study examines the effects of brand image, product quality, and consumer engagement on purchase decisions for Marina Hand and Body Lotion among female Generation Z consumers in Kendal Regency, Indonesia. The study addresses the limited empirical evidence on how these three factors jointly shape purchase decisions in the Indonesian personal-care market. Design/methodology/approach: A quantitative research design was employed using a survey of 100 female Gen Z consumers who had purchased Marina Hand and Body Lotion and resided in Kendal Regency. Respondents were selected using purposive sampling. Data were collected through an online questionnaire using a five-point Likert scale and analyzed using multiple linear regression with SPSS 25. The analysis included validity and reliability testing, classical assumption tests, t-tests, F-tests, and the coefficient of determination. Findings: The results indicate that brand image has a positive and significant effect on purchase decisions (β = 0.352; t = 3.705; p < 0.001), making it the strongest individual predictor in the model. Product quality has a positive but non-significant effect (β = 0.147; t = 1.501; p = 0.137). Consumer engagement shows a positive effect on purchase decisions based on the reported results (β = 0.176; t = 1.845; p = 0.048). Simultaneously, brand image, product quality, and consumer engagement significantly influence purchase decisions, with the model explaining 24.3% of the variance based on the adjusted R². The regression model is significant, F(3,96) = 11.616, p < 0.001. Research implications: The findings suggest that personal-care brands targeting Gen Z should prioritize strengthening a positive and distinctive brand image and developing meaningful consumer engagement, while maintaining consistent product quality. The study also contributes contextual evidence concerning Gen Z purchasing behavior in Indonesia and highlights the need for further research incorporating additional psychological, social, and digital-consumer factors.
A Conceptual Model Innovation Of Barcode Wisata Kerinci (Batasi) For Digital Destination Marketing In Kerinci Regency Elsa Maiyora; Andre Gromiko; Marcuanto; Stella Juwita Munalisty; Deni Morlela
Preferensi : Journal of Marketing and Business Vol. 1 No. 1 (2026): Preferensi : Journal of Marketing and Business
Publisher : CV. Visionary Raya Sakti

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.67983/preferensi.v1i1.134

Abstract

Purpose: This study aims to assess the maturity and readiness of Barcode Wisata Kerinci (BATASI) as a digital destination-marketing innovation, identify its major development gaps, and formulate a context-sensitive conceptual model for strengthening digital tourism marketing in Kerinci Regency. Design/methodology/approach: The study employed a descriptive case-study design combining quantitative assessment and qualitative document analysis. Secondary data were obtained from the Monitoring and Evaluation of Regional Innovation in Kerinci Regency, including BATASI’s profile, implementation evidence, and scores for 20 regional innovation indicators. The data were analyzed using descriptive analysis, innovation-maturity assessment, gap analysis, qualitative content analysis, and a logic-model approach. Tourist-arrival and tourism-related revenue trends were treated as contextual information rather than evidence of BATASI’s causal effects. Findings: BATASI achieved an innovation maturity score of 97.00, indicating very strong institutional, technological, and operational readiness. Its principal strengths include technological simplicity, ease of information access, budgetary support, stakeholder networks, innovation benefits, and replication potential. However, the analysis identified priority gaps in innovation management, socialization, digital-channel integration, content maintenance, digital analytics, impact measurement, and user-feedback mechanisms. The proposed conceptual model connects institutional and technological readiness with integrated destination content, digital promotion, visitor interaction, destination image, and marketing-performance measurement. Research implications: The findings extend smart tourism research by integrating regional public-sector innovation maturity with digital destination-marketing principles. Practically, the model provides a gradual development pathway for transforming BATASI from a QR-code information tool into an integrated, measurable, and sustainable digital destination-marketing system.
FROM COMMUNITY EMPOWERMENT TO DIGITAL MARKET ACCESS: INTEGRATING PUBLIC-SECTOR INNOVATION AND MARKETING STRATEGIES FOR INCLUSIVE LOCAL ECONOMIC DEVELOPMENT IN KERINCI REGENCY Aryosi.M; Anton Setiawan; Ingga Kharisma Degema; Shobhi Al-Ghifari Azhary; Elsa Maiyora
Preferensi : Journal of Marketing and Business Vol. 1 No. 2 (2026): Preferensi : Journal of Marketing and Business
Publisher : CV. Visionary Raya Sakti

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.67983/preferensi.v1i2.135

Abstract

Purpose This study examines the integration of four public-sector innovations—INSOMA, KUBE PLUS, KLINIK LKPM JELITA, and BATASI—to support inclusive local economic development in Kerinci Regency. Design/methodology/approach A mixed-method multiple-case study design was employed by combining quantitative innovation-maturity assessment with qualitative cross-case and gap analyses. The four innovations were assessed using 20 regional innovation indicators, while qualitative analysis examined their institutional functions, beneficiaries, implementation mechanisms, marketing relevance, development contributions, and potential interconnections. The analysis distinguished individual innovation maturity from inter-program integration and collective development contribution. Findings The findings show that all four innovations demonstrate a very strong level of maturity, with scores of 90 for INSOMA, 94 for KUBE PLUS, 93 for KLINIK LKPM JELITA, and 97 for BATASI. However, their implementation remains institutionally fragmented. Five recurring gaps were identified: incomplete technical standards, limited dissemination, inadequate human-resource and implementation structures, fragmented beneficiary data, and insufficient measurement of marketing and economic outcomes. The analysis indicates functional complementarity among the innovations: INSOMA strengthens community capabilities, KUBE PLUS facilitates enterprise development, KLINIK LKPM JELITA supports business formalization and institutional access, while BATASI expands digital market access. Research implications The study extends public-sector innovation and entrepreneurial ecosystem perspectives by conceptualizing public innovation as an integrated marketing ecosystem rather than a collection of isolated programs. The findings imply that local governments should prioritize interagency integration through common technical standards, interoperable beneficiary databases, formal referral mechanisms, joint digital promotion, capable implementation teams, and outcome-based performance evaluation. The proposed pathway—linking community empowerment, enterprise development, business support, and digital market access—provides a place-based framework for strengthening MSME competitiveness and connecting local products with tourism demand. However, because the study relies on secondary monitoring and evaluation data, the findings demonstrate ecosystem readiness and functional complementarity rather than causal economic impact.

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