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Kota jambi,
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INDONESIA
DIGEST MARKETING
Published by Universitas Jambi
ISSN : -     EISSN : -     DOI : -
Core Subject : Economy,
Economics, Econometrics & Finance
Digest Marketing Juornal (DMJ) diterbitkan empat kali setahun, yang diterbitkan menjadi bagian dari Komunikasi akademis Konsentrasi Pemasaran dengan pemangku kepentingan. Artikel yang dimuat dari penulis terpilih melalui serangkaian proses editing yang didukung oleh Mitra Bestari dari Universitas Unja, Prof. Dr. Paham Ginting, SE dari FE USU dan Prof. Dr. Sucherly, S.E dari Unpad. DMJ menerima artikel baik dari lingkungan Unja maupun di luar Unja.
Arjuna Subject : -
Articles 11 Documents
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Search results for , issue "Vol. 3 No. 1 (2018): Digest Marketing" : 11 Documents clear
ANALISIS PERBANDINGAN EKUITAS MEREKKARTU SELULER MEREK SIMPATIDAN XL PRABAYAR: THE COMPARATIVE ANALYSIS OF BRAND EQUITY OF SIMPATI SIMCARD AND PREPAID XL SIMCARD Masria Naingolan
DIGEST MARKETING Vol. 3 No. 1 (2018): Digest Marketing
Publisher : Konsentrasi Manajemen Pemasaran Jurusan Manajemen Fakultas Ekonomi dan Bisnis Universitas Jambi

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Abstract

This research purpose is to explain attributes differences of two simcards: 1) simPATI and 2) Xl prepaid category product. The diferences relate with brand equity (brand awarenss, brand associations, brand perceived quality and brand loyalty) on each simcard resepectively. Survey used onlinequestionnaire that deliver directly to the respondents. Analysis methode used is Mann-Whitney test. Based on this research, it is found that the difference between brand equity simPATI and XL Prabayar. The score for prepaid XL brand equity is higher than simPATI. Brand equity elements are perceived quality and brand loyalty indicated the differentiation significantly, while brand awereness and brand association has no significant different. Keywords: brand association, brand awereness, brand equity, brand loyal, perceived quality
PENGARUH CELEBRITY ENDORSER DAN WOM TERHADAP KEPUTUSAN PEMBELIAN MOTOR YAMAHA: THE EFFECT OF CELEBRITY ENDORSER AND WOM ON PURCHASE DECISION OF YAMAHA MOTOR Bobbi Shandy
DIGEST MARKETING Vol. 3 No. 1 (2018): Digest Marketing
Publisher : Konsentrasi Manajemen Pemasaran Jurusan Manajemen Fakultas Ekonomi dan Bisnis Universitas Jambi

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Abstract

This research aim is to examine the effect of selected purchase decision variables, i.e., celebrity endorser and WoM (Word of Mouth) on purchasing decision in Jambi city. Data analyzes used multiple linier regression, where independent variables are celebrity endorser and WoM,and dependent variable is purchase decision. Primary data is gathering by questionaries delivery. The result showed that both celebrity endorser and WoM has significant influencing on purchasing decision. Hence Yamaha Corportaion should enlarge celebirity eondorsed and WoM as marketing tool to overcome competition. Keywords: Celebrity Endorser, WoM, and Purchase Decision
PENGARUH SERVISCAPE TEHADAP LOYALITAS PELANGGAN TELKOMSEL: THE EFFECT OF SERVISCAPE ON TELKOMSEL CUSTOMER LOYALTY Yenni Yuniarti; Aris Ariyanto
DIGEST MARKETING Vol. 3 No. 1 (2018): Digest Marketing
Publisher : Konsentrasi Manajemen Pemasaran Jurusan Manajemen Fakultas Ekonomi dan Bisnis Universitas Jambi

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Abstract

This study aims at examining servicescape influence on customer loyalty at GrapariTelkomsel and also examining the dominant varibel influencer. Sampleconsist of 100customers that cohosen on simple random sampling rule. While data analysis uses multiple linear regression analysis. The results showed that simultaneously ambient condition, spatial layout, signs symbol/artifacts, and employees have significant effect on customer loyalty and partially, variable spatial layout and also sign symbol/artifacts do not have a significant influence, while dominant influencer is employee. Hence it is reccomended that Grapary improve their servicecave to continually improve their service thorough employee service innovation. Keywords: ambient condition, spatial layout, signs symbol/ artifacts, employee and customer loyalty
ANALISIS MOTIF BELANJA HEDONIS WANITA BERBUSANA HIJAB PRODUK ZOYA: THE ANALYSIS OF HEDONIC SHOPPING MOTIVATION OF ZOYA PRODUCTON HIJAB WOMEN Johannes Johannes; Novita Ekasari; Eka Lestari
DIGEST MARKETING Vol. 3 No. 1 (2018): Digest Marketing
Publisher : Konsentrasi Manajemen Pemasaran Jurusan Manajemen Fakultas Ekonomi dan Bisnis Universitas Jambi

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Abstract

This study aim is to explain and analyze hedonic shopping motiveswhere sample consisit of 120 units.Method of analysis used descriptive statistical analysis, where average and frequencies distribution used to describe data collected. Some dimensions of hedonic shopping examined are: the adventure shopping, gratification shopping, role shopping, value shopping, social shopping and idea shopping. The results showed that the higher score is social shopping where the highest related indicator is shoppingwith family. Hence it is recomended that marketer use motive social shopping as marketing tool especially to prepare servicecape where family could come together for shopping. Keyword :Hedonic, Motive, ZOYA
PENGARUH KELOMPOK REFERENSI TERHADAP KEPUTUSAN PEMBELIAN KAWASAKI NINJA 250 CC: THE EFFECT OF REFERENCE GROUP ON PURCHASE DECISION OF KAWASAKI NINJA 250 CC Sylvia Kartika WB; Rosyid Sidig
DIGEST MARKETING Vol. 3 No. 1 (2018): Digest Marketing
Publisher : Konsentrasi Manajemen Pemasaran Jurusan Manajemen Fakultas Ekonomi dan Bisnis Universitas Jambi

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Abstract

The purpose of this study is to examine the affect of reference groups on purchasing decision of Kawasaki Ninja 250 cc in the city of Jambi. Size of sample consist of 100 unit that chousen randomly. While data analysis used multiple regression analysis. The results showed that simultaneouly normative, value expression, and informative have significant role. But, based on partiall test normative has no significant affect. Hence, reference group has important rolel as marketing role. In this case, marekting tool should make good communication and relation to all the customer to make them parta of marketing tool. Keywords: normative influence, value expression, informative influence, and purchasing decisions
PENGARUH SERVICE RECOVER TERHADAP KEPUASAN PELANGGANSPEEDY: THE EFFECT OF SERVICE RECOVERY ON SPEEDY’S CUSTOMER SATISFACTION Raja Sharah; Eka Priadi
DIGEST MARKETING Vol. 3 No. 1 (2018): Digest Marketing
Publisher : Konsentrasi Manajemen Pemasaran Jurusan Manajemen Fakultas Ekonomi dan Bisnis Universitas Jambi

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Abstract

This study purpose is to explain the Service recovery on Telkom Speedy, and the influence of service recovery on customer satisfaction. Sample are students of faculty of economics and business of University of Jambi which consist of of 80 respondents that chousen with purposive techniques. The study result shows significant influance of distributive justice (0,000) and interactional justice (0,052), but it is insignificant for procedural justice (0,112) to customer satisfaction. Hence, service recovery has important role to create customer satisfaction mainly in case of service fault. Keywords: Service Recovery, Distributive Justice, Procedural Justice, Interactional Justice, Customer Satisfaction.
PENGARUH SERVICE RECOVERYTERHADAP LOYALITASPELANGGAN CUCIAN MOBIL DI KOTA JAMBI: THE EFFECT OF SERVICE RECOVERY ON CAR WASH CUSTOMER SATISFACTION IN JAMBI CITY Sanwani Sanwani
DIGEST MARKETING Vol. 3 No. 1 (2018): Digest Marketing
Publisher : Konsentrasi Manajemen Pemasaran Jurusan Manajemen Fakultas Ekonomi dan Bisnis Universitas Jambi

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Abstract

This study aim is to reveal the influence of service recovery that consistof procedural justice, interactional justice, distributive justice on customer loyalty of car was customer satisfaction. This study used survey research that used questionnaire to collect primary data. Statistical analysis used multiple linear regression analysis. The results showed that the service recovery effect simultaneously on customer loyalty, while partially only interactional justice influence customer loyalty significantly. Hence, it is recommended that firms encourage employees to keep sustain relationship that ensure interaction with customers. Keywords:Customer Loyalty , Distributive Justice, Interactional Justice, Procedural Justice, and Service Recovery
PENGARUH TINGKATAN PRODUK TERHADAP LOYALITAS PELANGGAN: THE EFFECT OF PRODUCT LEVEL ON CUSTOMER LOYALTY Muhammad Sutio
DIGEST MARKETING Vol. 3 No. 1 (2018): Digest Marketing
Publisher : Konsentrasi Manajemen Pemasaran Jurusan Manajemen Fakultas Ekonomi dan Bisnis Universitas Jambi

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Abstract

The purpose study is to reveal the affect of core benefit, basic product, expected product, augmented product and potential product on the costumer loyalty both simultaneusly and partially. Study is belong to quantitative research where data collection used survey method and questionnaires is the instrument for data gathering. Samples consist of 100 unit. Analysis tool uses multiple regression analysis. The results showed that 1) core benefit, basic product, expected product, augmented product and potential product simultaneously affect costomer loyalty. Furthermore, partially those variables have significant affect too. Keywords: Core benefit, basic product, expected product, augmented product and potential product and costumer loyalty
ANALISIS PENGARUH PERSEPSI KEMUDAHAN, KEMANFAATAN,DANKEPERCAYAAN TERHADAP KEPUASANPENGGUNA LPSE: THE ANALYSIS OF EASE, USEFULNESS PERCEPTION AND TRUST ON LPSE USER Johannes Johannes; Widdy Frima
DIGEST MARKETING Vol. 3 No. 1 (2018): Digest Marketing
Publisher : Konsentrasi Manajemen Pemasaran Jurusan Manajemen Fakultas Ekonomi dan Bisnis Universitas Jambi

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Abstract

This research purpose is to identify and analyze the perception of ease, usefulness and trust on LPSE’suser satisfaction. Sample size consists of 62 firms which have been registered and verified from the year of 2013 until June 2015 in LPSE Jambi city. To analysis data, descriptive analysis and multiple linear regression are used complemently. Based on research results it is found that partially and simultaneously, ease and use-fulness perception and trust have significant effect on user satisfaction. Further re-search that related to this topic is the effect of LPSE performance on good governance at the local government. Keywords : LPSE, perceived ease, perceived usefulness, trust, satisfaction.
STRATEGI PEMASARAN KOPERASI BINA USAHA AL-IHSAN: MARKETINGSTRATEGY OF BINA USAHA AL-IHSAN COOPERATIVE Raja Sharah Fatricia; Layra Nichi Sari
DIGEST MARKETING Vol. 3 No. 1 (2018): Digest Marketing
Publisher : Konsentrasi Manajemen Pemasaran Jurusan Manajemen Fakultas Ekonomi dan Bisnis Universitas Jambi

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Abstract

Mangosteenis atropicalfruitcommoditiesoriginatingfrom the NusantaraIslands. West Javais one ofthe biggestmangosteenfruitproducer inIndonesia wheere KBUAl-Ihsan is one of thecooperativesenvolped. The problem existedwith the cooperative; 70percent ofthe mangosteen fruit quality is poor and 30has export quality. The excess of rejecting fruitis the main reason thatcooperative is in need to developsomestrategiesto marketthe fruit.The purposeof this studyis management developa reliable marketing strategyforthe KBU Al-Ihsan based oninternaland externalenvironmentalfactors,andformulatealternativemarketingstrategiesadoptedby KBU Al-Ihsan based ona scientific approach. This researchusesanalysis toolInternalFactorMatrixevalution(IFE), the matrix ExternalFactorevalution(EFE), and strenghts, Weaknesees, Opportunities,andThreats(SWOT). Keyword: mangosteenmarketing strategies, IFEMatrix, EFEMatrix, andSWOTmatrix..

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