cover
Contact Name
Yolandafitri Zulvia
Contact Email
yolandafitri@fe.unp.ac.id
Phone
+6281222710714
Journal Mail Official
mms@fe.unp.ac.id
Editorial Address
Department of Management, Faculty of Economics, Universitas Negeri Padang (UNP) Prof Dr. Hamka. Rd, Air Tawar Barat, North Padang Padang City, West Sumatera, Indonesia 25132
Location
Kota padang,
Sumatera barat
INDONESIA
Marketing Management Studies
ISSN : 27984389     EISSN : 27984397     DOI : https://doi.org/10.24036/mms
Core Subject : Humanities, Social,
This journal encompasses marketing management, strategic management, business decisions, processes, and activities within the actual business setting.
Articles 60 Documents
The effect of tourism promotion, prices and facilities on visitors' satisfaction of sweet water beach tourism padang Rifki Wahyudi; Irdha Yusra
Marketing Management Studies Vol. 1 No. 2 (2021): Marketing Management Studies
Publisher : Universitas Negeri Padang

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Abstract

This study aims to examine the effect of promotions, prices and tourist facilities on the satisfaction of visitors to Padang's Sweet Air Coast. This type of research is quantitative. Sampling using the Slovin formula so that the number of samples obtained is 100 people. The types of data used in this research are quantitative and qualitative data. While the data sources are primary and secondary data sources. The data analysis technique uses validity and reliability tests using the SPSS version 16.00 program. The hypothesis was tested using the t test at = 0.05. The results of this study indicate that promotion and price have a positive and significant effect on visitor satisfaction of Padang Air Sweet Beach tourism. Meanwhile, tourist facilities have no significant effect on the satisfaction of visitors to the Padang Air Sweet Beach tourism.
Effect of brand personality on brand loyalty on Converse brand shoes with brand love as a mediation variable Latifa Putri Anggina; Dina Patrisia
Marketing Management Studies Vol. 2 No. 2 (2022): Marketing Management Studies
Publisher : Universitas Negeri Padang

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Abstract

This experiment is conducted to analyze (1) the effect of brand personality sincerity on brand loyalty on Converse brand shoes users. (2) the effect of brand personality excitement on brand loyalty on Converse brand shoes users. (3) the effect of brand personality sincerity on brand love on Converse brand shoes users. (4) the effect of brand personality excitement on brand love on Converse brand shoes users. (5) the effect of brand love on brand loyalty on Converse brand shoes users. (6) the effect of brand personality sincerity on brand loyalty mediated by brand love on Converse brand shoes users. (7) the effect of brand personality excitement on brand loyalty mediated by brand love on Converse brand shoes users. The population in this research are all generation z Converse brand shoes users and the sample in this study were all Converse brand shoes users who had use more than once. The sample size in this study was 281 respondent. The data has been collected through online questionnaire. The data has been analyzed by using partial square structural aquation modeling. The result of this study indicate that (1) Brand personality sincerity has no positive and no significant effect on brand loyalty on Converse brand shoes users. (2) Brand personality excitement has no positive and no significant effect on brand loyalty on Converse brand shoes users. (3) Brand personality sincerity has positive and significant effect on brand love on Converse brand shoes users (5) Brand love has positive and significant effect on brand loyalty on Converse brand shoes users. (6) Brand personality sincerity has significant effect on brand loyalty through brand love as mediation variable on Converse brand shoes users. (7) Brand personality excitement has significant effect on brand loyalty through brand love as mediation variable on Converse brand shoes users.
The impact of online marketing influencers on consumer purchase decisions Rika Alis Handayani; Gugyh Susandy
Marketing Management Studies Vol. 2 No. 2 (2022): Marketing Management Studies
Publisher : Universitas Negeri Padang

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Abstract

The rise of technology and information systems is increasing, creating new habits that are preferred by people today, such as finding the information necessary for personal or business interests. Social networks have evolved into an information center commonly used by the community to fill free time.The increase in internet users creates a new profession that acts as a reference information center for a particular community of content about a product and conveying the benefits of a product, then if someone is interested in looking at the content and decides to buy the product, a purchase decision is made by the consumer. Buying decisions are influenced by several factors, one of which is influencers. David Gadgetin is a content creator who actively creates content on Smartphones. The Samsung Smartphone is one of the Smartphones David often talks about on his Youtube channel. This study was conducted to determine whether Influencer Marketing has an impact on Samsung Smartphone purchase decisions at the Subang Regency Society. Deliberate sampling was used as the sampling technique, then the collected data was processed using IBM SPSS Statistics 22. The results of this study show that Influencer Marketing influences buying decisions on the Samsung Smartphone with a large influence of Influencer Marketing on buying decisions of 36.5%, while the rest is influenced by other unchecked variables.
Influence of market orientation, learning orientation, and self entrepreneural efficacy on business performance of micro, small and medium enterprises of clothing convection in Bukittinggi City Rifqi Dwity Satria; Abror Abror
Marketing Management Studies Vol. 2 No. 3 (2022): Marketing Management Studies
Publisher : Universitas Negeri Padang

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Abstract

The point of this studys is for analyze influence of markets orientations, learning orientations, self entrepreneurship on business performances. The sample in this study is clothing convection SMEs in the city of Bukittinggi. The sampling technique in this study was non-probability sampling with a sample size of 150 respondents. The data used are primary obtained from the results of respondents` responses to the proposed statement items. The result of in studys indicates that: (1) Markets orientations a significants positife effects in busines performances. (2) Learning orientations has significant positife effects in busines performances. (3) Self-entrepreneurials efficacy has significant positife effects in business performances.
The influence of green marketing on costumer loyalty of The Body Shop mediated by brand image Indah Maharani Wulandari; Yunita Engriani
Marketing Management Studies Vol. 2 No. 3 (2022): Marketing Management Studies
Publisher : Universitas Negeri Padang

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Abstract

This study intends to examine the impact of green marketing on The Body Shop customer loyalty in the city of Padang via brand image. All The Body Shop consumers that reside in the city of Padang make up the study's population. In this study, 154 respondents made up the samples. Data was gathered using a Google Form for an online survey, and SmartPLS 3.0 software was used to process the results. The study's findings show that green marketing has a significant impact on costumer loyalty, green marketing has a significant impact on brand image, brand image has a significant impact on costumer loyalty, and green marketing has a significant impact on customer loyalty through brand image.
Reference group and utilitarian shopping motivation and online purchase decision of fashion products in Tokopedia Marketplace Muhammad Rayhan Fauzan; Gugyh Susandy
Marketing Management Studies Vol. 1 No. 1 (2021): Marketing Management Studies
Publisher : Universitas Negeri Padang

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (748.315 KB) | DOI: 10.24036/jkmp.v1i1.1

Abstract

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.
The influence of Youtube advertising towards brand image Eva Paiqhatul Himah; Terra Saptina Maulani
Marketing Management Studies Vol. 1 No. 1 (2021): Marketing Management Studies
Publisher : Universitas Negeri Padang

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (664.226 KB) | DOI: 10.24036/jkmp.v1i1.5

Abstract

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.
Entrepreneurship characteristics, business location and entrepreneurship competency towards business success of garage Angga Gultom
Marketing Management Studies Vol. 1 No. 1 (2021): Marketing Management Studies
Publisher : Universitas Negeri Padang

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (625.676 KB) | DOI: 10.24036/jkmp.v1i1.6

Abstract

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.
Advertising, celebrity and the effect to purchase intention of Camera Canon Mirrorless M50 Ressa Fahlevi; Susi Evanita; Whyosi Septrizola
Marketing Management Studies Vol. 1 No. 1 (2021): Marketing Management Studies
Publisher : Universitas Negeri Padang

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (559.651 KB) | DOI: 10.24036/jkmp.v1i1.7

Abstract

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.
Service quality and perceived value towards revisit intention of EI’s coffee in Padang by customer satisfaction as mediating variable Rivo Dwi Harman; Arief Maulana
Marketing Management Studies Vol. 1 No. 1 (2021): Marketing Management Studies
Publisher : Universitas Negeri Padang

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (782.78 KB) | DOI: 10.24036/jkmp.v1i1.8

Abstract

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.