Articles
95 Documents
<![CDATA[Reference group and utilitarian shopping motivation and online purchase decision of fashion products in Tokopedia Marketplace ]]>
<![CDATA[Muhammad Rayhan Fauzan]]>;
<![CDATA[Gugyh Susandy]]>
<![CDATA[ Marketing Management Studies Vol. 1 No. 1 (2021): Marketing Management Studies ]]>
Publisher : <![CDATA[Universitas Negeri Padang ]]>
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DOI: 10.24036/jkmp.v1i1.1
<![CDATA[This study aims to determine the influence of reference groups and utilitarian shopping motivation on Online purchase decisions for fashion products on Tokopedia. The independent variable (X) examined in this study is the Reference Group (X1) and Utilitarian Shopping Motivation (X2) and the dependent variable (Y) is the Online Purchase Decision. The method using in this research is descriptive survey research methods and explanatory surveys with descriptive and verification research types. Data collection techniques using questionnaires, observation, and literature study. The sample selection by purposive sampling technique with a sample of 100 respondents. This study uses the SPSS 22 application, using multiple regression analysis, the research results show that partially and simultaneously the Reference Group and Utilitarian Shopping Motivation has an effect on Online Purchasing Decisions. Further research is suggested to examine other variables not examined in this study, such as brand image, or brand loyalty and can also be done by replacing the unit of analysis with another marketplace.]]>
<![CDATA[The influence of Youtube advertising towards brand image ]]>
<![CDATA[Eva Paiqhatul Himah]]>;
<![CDATA[Terra Saptina Maulani]]>
<![CDATA[ Marketing Management Studies Vol. 1 No. 1 (2021): Marketing Management Studies ]]>
Publisher : <![CDATA[Universitas Negeri Padang ]]>
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DOI: 10.24036/jkmp.v1i1.5
<![CDATA[The purpose of this research is to find out how much influence Youtube Advertising has on Brand Image. The sampling method used was probability sampling technique consisting of 100 respondents. The method of analysis in this study uses descriptive and verification analysis consisting of simple linear regression analysis, coefficient of determination and hypothesis testing used to measure the magnitude of the effect of product design and Youtube Advertising on brand image. The results of the research conclude that overall Youtube Advertising is in a pretty good category and Brand Image is in a pretty good category. The results also concluded that Youtube Advertising has an effect on the Brand Image of Indoeskrim Nusantara Colossal Advertising.]]>
<![CDATA[Entrepreneurship characteristics, business location and entrepreneurship competency towards business success of garage ]]>
<![CDATA[Angga Gultom]]>
<![CDATA[ Marketing Management Studies Vol. 1 No. 1 (2021): Marketing Management Studies ]]>
Publisher : <![CDATA[Universitas Negeri Padang ]]>
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DOI: 10.24036/jkmp.v1i1.6
<![CDATA[The aim of this study was to examine the influence of entrepreneurial characteristics, business premises and entrepreneurial competence on the success of the motorbike workshops business in Baturaja. This study is a quantitative study using the ex post facto method. The population in this study were 978 automotive businesses in East Baturaja, while the sample in this study used a purposive sample where 30 samples were obtained, all of which were motorbike workshops. The results of this study indicated that the entrepreneurial characteristics variable dif not have a significant effect on the success of the business as evidenced by the t-count (0.-216) <t-Tabel (2.056), while other variables had a significant effect on the success of the business in the workshop business in East Baturaja District. It was shown that the t-count value of business location (4.178)> t-Tabel 2.056 and t-count of competency abilities (6,022)> t-Tabel 2.056.]]>
<![CDATA[Advertising, celebrity and the effect to purchase intention of Camera Canon Mirrorless M50 ]]>
<![CDATA[Ressa Fahlevi]]>;
<![CDATA[Susi Evanita]]>;
<![CDATA[Whyosi Septrizola]]>
<![CDATA[ Marketing Management Studies Vol. 1 No. 1 (2021): Marketing Management Studies ]]>
Publisher : <![CDATA[Universitas Negeri Padang ]]>
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DOI: 10.24036/jkmp.v1i1.7
<![CDATA[This study aims to analyze: (1) The effect of advertising on consumer buying interest for Canon Mirrorless M50 cameras in Padang City. (2) The effect of commercials on consumer buying interest for the Canon Mirrorless M50 camera in Padang City.This research is a causative research. The population in this study are people in the city of Padang who have seen the Canon Mirrorless M50 camera advertisement on YouTube with a sample of 100 people. The sampling technique used was accidental sampling technique which is a non-probability sampling method. The types of data in this study are primary and secondary data. Data analysis using multiple regression analysis test.The results of this study indicate that: 1) Advertising has a significant effect on consumer buying interest for the Canon Mirrorless M50 camera in the community in Padang City, 2) Star advertisements have a significant effect on consumer purchase interest for the Canon Mirrorless M50 camera in the community in Padang City.]]>
<![CDATA[Service quality and perceived value towards revisit intention of EI’s coffee in Padang by customer satisfaction as mediating variable ]]>
<![CDATA[Rivo Dwi Harman]]>;
<![CDATA[Arief Maulana]]>
<![CDATA[ Marketing Management Studies Vol. 1 No. 1 (2021): Marketing Management Studies ]]>
Publisher : <![CDATA[Universitas Negeri Padang ]]>
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DOI: 10.24036/jkmp.v1i1.8
<![CDATA[This research aims to analyze determine the influence of service quality and perceived value on the intention to revisit padang el's coffee with customer satisfaction as the mediating variable. The sample in this study were 100 customers at El's Coffee Padang City. Data were processed using Smart PLS 3.0. The results obtained from this study are: (1) There is a direct and significant and positive influence between service quality and the perceived value of El`s Coffee Padang. (2) There is a direct and significant and positive influence between service quality and customer satisfaction at El`s Coffee Padang. (3) There is a direct and significant and positive influence between perceived value and customer satisfaction at El`s Coffee Padang. (4) There is a direct and significant and positive influence between customer satisfaction and the intention to revisit El`s Coffee Padang.]]>
<![CDATA[Ambient factors, design factors, and social factors towards satisfaction by irritation as mediating variabel ]]>
<![CDATA[Cyntiara Wiranisa]]>;
<![CDATA[Astri Yuza Sari]]>
<![CDATA[ Marketing Management Studies Vol. 1 No. 1 (2021): Marketing Management Studies ]]>
Publisher : <![CDATA[Universitas Negeri Padang ]]>
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DOI: 10.24036/jkmp.v1i1.9
<![CDATA[This study aims to analyze the influence of Ambient Factors, Design Factors, and Social Factors on Satisfaction with Irritation as a Mediation Variable for Foodmart Basko Grand Mall Visitors Padang. This research is a causative descriptive research. The population of this research is 230 respondents who visited Foodmart Basko Grand Mall Padang. While the number of research samples is determined based on a non-probability method with a purposive sampling technique. The analytical method used is descriptive analysis. This research was analyzed using SPSS v21 software. The results of this study indicate that: The ambient factor variable has a positive and significant effect on irritation, the design factor variable has a positive and significant effect on irritation, social factors have no effect on irritation, the irritation variable has a positive effect on satisfaction, the irritation variable is not able to mediate ambient factors on satisfaction, the irritation variable is able to mediate design factors on satisfaction, factor variables have an effect on satisfaction which is mediated by irritation]]>
<![CDATA[The influence of Brand personality and customer experience on electronic word of mouth at Maybelline product with brand preference as mediating variable ]]>
<![CDATA[Shelina Virgarani]]>;
<![CDATA[Astra Prima Budiarti]]>
<![CDATA[ Marketing Management Studies Vol. 1 No. 2 (2021): Marketing Management Studies ]]>
Publisher : <![CDATA[Universitas Negeri Padang ]]>
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DOI: 10.24036/jkmp.v1i2.29
<![CDATA[The purpose of this study was to analyze the influence of Brand personality and customer experience on electronic word of mouth at Maybelline product with brand preference as mediating variable. The type of this research is quantitative research. The population of this study were all users of the maybelline product with the numbers of samples in the study were 180 respondents. This study was analyzed using structural equation modelling (SEM) with Smart PLS3.The result of this study indicate that (1) brand personality has a positive and significant effect on brand preference, (2)Customer experience has a positive and significant effect’s on brand preference, (3) Brand personality has a positiv and significant effect’s on eWOM, (4) Customer experience has positve and significant effect on E eWOM, (5) Brand preference has a positive, and significant effect on electronic word of mouth, (6)Brand personality has a positive and significant effect’s on eWOM through brand preference’s as a mediating variable, (7) Customer experience has a positive and significant effect on Ewom through brand preference as a mediating variable.]]>
<![CDATA[The moderating effect of switching cost on the influence of social influence and price towards switching intention ]]>
<![CDATA[Muhammad Fauzan]]>;
<![CDATA[Yunita Engriani]]>
<![CDATA[ Marketing Management Studies Vol. 1 No. 2 (2021): Marketing Management Studies ]]>
Publisher : <![CDATA[Universitas Negeri Padang ]]>
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DOI: 10.24036/jkmp.v1i2.30
<![CDATA[The purpose of this study to analyse: (1) The effect of social influence on switching intention’s online shop Tokopedia in Padang City, (2) The effect of price on switching intention’s online shop Tokopedia in Padang City, (3) The effect of Switching cost moderating social influence on switching intention’s online shop Tokopedia in Padang City, (4) The effect of Switching cost moderating price on switching intention’s online shop Tokopedia in Padang City. The population in this study were all Padang City’s residence, while the number of samples in this study was determined by the non- probability sampling method and the technique used was purposive sampling to obtain a sample of 100 samples. The analysis technique used is Structural Equation Modeling (SEM) analysis using Smart PLS Software 3. The result of this study indicates: Social influence and price has a significant and positive effect on switching intention’s online shop Tokopedia in Padang City. Switching cost has a negative and not significant effect to moderating social influence on switching intention’s online shop Tokopedia in Padang City. (4) Switching cost has a negative and not significant effect to moderating price on switching intention’s online shop Tokopedia in Padang City.]]>
<![CDATA[The effect of perception of value co-creation on customer satisfaction through perceived value and brand equity as moderating factors ]]>
<![CDATA[Ilham]]>;
<![CDATA[Abror]]>
<![CDATA[ Marketing Management Studies Vol. 1 No. 2 (2021): Marketing Management Studies ]]>
Publisher : <![CDATA[Universitas Negeri Padang ]]>
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DOI: 10.24036/jkmp.v1i2.31
<![CDATA[This study aims to determine the effect of perception of value co-creation on customer satisfaction through perceived value and brand equity as a moderating effect on the promise of coffee consumers. This research was conducted on several customers who have visited and consumed the soul promise coffee. The analytical method used is a structural equation model (SEM). Based on the results of data processing that has been found, the results of hypothesis testing found that perception value co creation has a positive effect Perception value of co creation has a positive effect on customer satisfaction with perceived value as a moderating factor in consuming Kopi Janji Jiwa Padang. In the second hypothesis testing stage it was found that Perception of value co creation had a positive effect on customer satisfaction moderated by brand equity in consuming Kopi Janji Jiwa Padang.]]>
<![CDATA[Market orientation and marketing innovation on competitive advantage on Y.O.U cosmetic brand ]]>
<![CDATA[Afyka Sakinah]]>;
<![CDATA[Vidya Rini Dwita]]>
<![CDATA[ Marketing Management Studies Vol. 1 No. 2 (2021): Marketing Management Studies ]]>
Publisher : <![CDATA[Universitas Negeri Padang ]]>
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DOI: 10.24036/jkmp.v1i2.33
<![CDATA[The purpose of this study was to analyze: The effect of market orientation and marketing innovation on competitive advantage in the Y.O.U cosmetic brand in Padang City. The population in this study are consumers who have bought and used Y.O.U cosmetics in Padang. The number of samples in this study were 100 people using nonprobability sampling. The analysis technique used is SPSS. This research is a causative descriptive research. The results of this study indicate that: (1) Market orientation has a positive and significant effect on the competitive advantage of YOU cosmetic products in the city of Padang. (2) Marketing innovation has a positive and significant effect on the competitive advantage of YOU cosmetic products in the city of Padang. (3) Market orientation and marketing innovation together have a positive and significant effect on the competitive advantage of YOU cosmetics in the city of Padang.]]>
