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Marketing Management Studies

mms
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Published by Universitas Negeri Padang

ISSN : 27984389 EISSN : 27984397 DOI : https://doi.org/10.24036/mms

Core Subject : Humanities, Social,

Humanities Environmental Science Social Sciences

This journal encompasses marketing management, strategic management, business decisions, processes, and activities within the actual business setting.

Arjuna Subject : Bisnis, Menejemen, dan Akutansi (semua kategori) - Pemasaran

Articles 9 Documents

Search results for , issue "Vol. 1 No. 4 (2021): Marketing Management Studies" : 9 Documents clear

Usability testing on online transportation applications to measure user satisfaction in Padang City Nadilla Rahma Sari; Maizul Rahmizal
Marketing Management Studies Vol. 1 No. 4 (2021): Marketing Management Studies
Publisher : Universitas Negeri Padang

The online transportation application industry in Indonesia is experiencing very rapid growth today with the circulation of several online transportation application companies such as Grab, Gojek, and Maxim. Every online transportation application is competing to provide the best service in order to reach a large target market in Indonesia, including in the city of Padang. However, there are still many deficiencies felt by the community as users who play a very important role in the development of online transportation applications for application users in the city of Padang. This study aims to determine the level of ease, efficiency, easy to remember, error, and satisfaction as well as to find out the differences in usability testing in each online transportation application Grab, Gojek, and Maxim. The sample was determined by using cluster sampling technique with a total of 96 users. The data were collected through distributing questionnaires and then analyzed statistically descriptive and Independent-Sample T-Test with the SPSS program. The results of data analysis show that the Grab application has a good level of ease, efficiency, and easy to remember with very low errors resulting in good user satisfaction. Whereas the Gojek application has a good level of ease, efficiency, easy to remember with low errors, resulting in excellent user satisfaction. Meanwhile, the Maxim application has a sufficient level of convenience, efficiency, and easy to remember with sufficient error rate to generate sufficient user satisfaction. There is no significant difference in usability testing in the Grab application with Gojek and Grab with Maxim, but there is a significant difference in usability testing in the Gojek and Maxim applications to measure the level of user satisfaction in Padang City.

The effect of destination image on revisit intention with memorable tourism experience (MTE) as intervening variable Wiranti Tasia; Yasri Yasri
Marketing Management Studies Vol. 1 No. 4 (2021): Marketing Management Studies
Publisher : Universitas Negeri Padang

The purpose of this research was to analyze: (1) The effect of destination image on memorable tourism experience, (2) The effect of destination image on revisit intention, (3) The effect of memorable tourism experience on revisit intention, (4) The effect of destination image on revisit intention through memorable tourism experience as a intervening variable or as a mediating variable. The type of this research is quantitative research. The population of this study were all tourism of Air Manis Beach with the numbers of samples in this study were 380 respondens. This study was analyze using SmartPLS 3.0. The result on this research indicate (1) There is a significant effect of Destination image on memorable tourism experience, (2) There is a significant effect of Destination image on revisit intention, (3) There is a significant effect of Memorable tourism experience on revisit intention, (4) There is a significant effect of Destination image on revisit intention through memorable tourism experience as a intervening variable or as a mediating variable.

Organizational culture on of small and medium performance: the role of entrepreneurial orientation as mediator Albarry Ilmi; Perengki Susanto
Marketing Management Studies Vol. 1 No. 4 (2021): Marketing Management Studies
Publisher : Universitas Negeri Padang

This study aims to examine the influence of organizational culture on the performance of small and medium enterprises (SMEs) mediated by entrepreneurial orientation. All leaders or owners of SMEs in the commodity of superior business products/services in Pariaman City are the population in this study. The sampling technique used a non-probability approach, namely the purposeful sampling technique. The number of samples used in the data analysis was 218 samples, but only 202 samples met the requirements. This study uses a variance-based structural equation modeling (VB-SEM) approach using Smart-PLS software. The findings of this study indicate that (i) organizational culture has a positive and significant effect on the performance of SMEs, (ii) organizational culture has a positive and significant effect on entrepreneurial orientation, (iii) entrepreneurial orientation has a positive and significant effect on the performance of SMEs, (iv) organizational culture has a significant effect on positive and significant impact on the performance of SMEs through entrepreneurial orientation. The managerial implications of this research are discussed later.

The The influence of customer engagement on brand loyalty: social interactivity and satisfaction as mediating variables Ridwan Muhammad; Abror Abror
Marketing Management Studies Vol. 1 No. 4 (2021): Marketing Management Studies
Publisher : Universitas Negeri Padang

The purpose of this research is to analyze how Customer Engagement affects Brand Loyalty on Maxim users in Padang City with Social Interactivity and Satisfaction as mediation variables. This research was conducted using quantitative method. The population of this study is all users who have used Maxim at least 1 time a week and used the Maxim app for the last 3 months. A sample of 290 respondents. This study used structural equation model (SEM) test with smart PLS 3.0 software as the data analysis tools. The results of this study found that: (1)Customer Engagement has a significant direct influence on Social Interactivity. (2) Customer Engagement has a significant direct influence on Satisfaction. (3) Social Interactivity has a significant direct influence on Satisfction. (4) Social Interactivity has a significant direct influence on Brand Loyalty. (5) Satisfaction has a significant direct influence on Brand Loyalty. (6) Customer Engagement has a significant direct influence on Brand Loyalty. (7) Customer Engagement has a significant indirect influence with Brand Loyalty with Social Interactivity as a mediation variable. (8) Customer Engagement has a significant indirect influence with Brand Loyalty with Satisfaction as a mediation variable.

The influence of market orientation and enterpreneur orientation on competitive advantage Sweettooth Cake and Coffee Padang mediated by innovation product. Ikhsan Rynaldo; Yunita Engriani
Marketing Management Studies Vol. 1 No. 4 (2021): Marketing Management Studies
Publisher : Universitas Negeri Padang

The purpose of this study was to analyze the influence of market orientation and entrepreneur orientation in building competitive advantage mediated by product innovation at Sweettooth Cake and Coffee Padang. The results of the study are (1) Market orientation has a positive and significant effect on the competitive advantage of Swettooth cake & Coffee. (2) Entrepreneurial orientation has a positive and significant impact on the competitive advantage of Swettooth cake & Coffee. (3) Marketorientation hasaa positive and significant impact on Swettooth cake & Coffee product innovation. (4) Entrepreneurial orientation hasapositive and significant impacton Swettooth cake & Coffee productinnovation. (5) Product innovation hasa positive and significantimpact on the competitive advantage of Swettooth cake & Coffee. (6) Market orientation has a positive and significant impact on the competitive advantage of Swettooth cake & Coffee through product innovation as a mediator. (7) Entrepreneurial orientation has a positive and significant impact on Swettooth cake & Coffee's competitive advantage through product innovation as a mediating variable.

The The influence of social media marketing on brand awareness and brand image: moderating effect of religiosity Achmad Rifaldo; Yunia Wardi
Marketing Management Studies Vol. 1 No. 4 (2021): Marketing Management Studies
Publisher : Universitas Negeri Padang

The purpose of this study was to examine the effect of social media marketing, brand awareness and brand image. In addition, this study also examines the moderating effect of religiosity on the relationship between social media marketing, brand awareness and brand image. The population of this study were followers of HPAI-HNI official social media accounts who are Muslim and domiciled in West Sumatra. This study uses quantitative methods and obtained 253 respondents through an online questionnaire with purposive sampling technique. Data were analyzed using PLS-SEM technique with SmartPLS 3. It was found that social media marketing had a significant positive effect on brand awareness and brand image. In addition, this study found that religiosity was a positive-significant moderating variable on the relationship between social media marketing and brand image but not on brand awareness. This research contributes to the company's branding activities, especially using social media marketing.

The influence of credibility and social capital on e-wom with attitude as a mediation variable by Gen Z Tiktok users in Padang City Fitria Asri; Vidyarini Dwita
Marketing Management Studies Vol. 1 No. 4 (2021): Marketing Management Studies
Publisher : Universitas Negeri Padang

This study aims to analyze how the influence of credibility and social capital on EWOM with attitude as a mediation variable by gen Z TikTok users in Padang City (study on brand Somethinc). This research was conducted using quantitative methods. The population of this research is gen Z TikTok users in Padang City who ever sees or reviews about brand Somethinc. The research sample was 200 respondents. This study uses a structural equation model (SEM) test with smart-PLS 3.0 software. The results of this study include: (1) Credibility has a positive significant effect on Attitude. (2) Social Capital has a positive significant effect on Attitude. (3) Attitude has a positive significant effect on EWOM. (4) Social Capital has a positive significant effect on Credibility. (5) Credibility has a significant indirect effect on EWOM with Attitude as a mediating variable. (6) Social Capital has a significant indirect effect on EWOM with Attitude as a mediating variable.

The effect of service quality and room prices on guest satisfaction of Rangkayo Basa Hotel Riko Hidayat; Irdha Yusra
Marketing Management Studies Vol. 1 No. 4 (2021): Marketing Management Studies
Publisher : Universitas Negeri Padang

This study aims to determine, The Influence of Tangibles, Reliability, Responsiveness, Assurance, Empathy, and Price on Customer Satisfaction at Rangkayo Basa Hotel. The type of research used is quantitative research. The population in this study were all guests staying at the Rangkayo Basa Hotel. The sampling technique used in this study was probability sampling, while the sample was taken as many as 150 people. Data was collected through questionnaires and then analyzed descriptively and Independent-Sample T-Test with program SPSS version 16. The results showed that the variables of Reliability, Responsiveness, Empathy, Price are the main factors that determine high or low customer satisfaction. While the Tangibles variable, Assurance has a not too dominant contribution to customer satisfaction.

The effect of reputation and electronic word of mouth on customer trust Henri Mailudin; Gugyh Susandi
Marketing Management Studies Vol. 1 No. 4 (2021): Marketing Management Studies
Publisher : Universitas Negeri Padang

The purpose of the study was to determine the effect of reputation and electronic word of mouth on customer trust in the Lazada marketplace. The method used in this research is a quantitative method with survey research. The sample selection was done by using purposive sampling technique with a total sample of 100 respondents. The data used is interval data. The statistical method for testing the data is using the SPSS 22 program. By using multiple linear regression analysis, the results of the equation Y= 1.874 + 0.310X1 + 0.210 X2 + e. From the research results, it is known that reputation and electronic word of mouth influence partially or simultaneously on customer trust. From the results of this study, it is known that reputation and electronic word of mouth on customer trust only have an effect of 0.81 or 86.1%, meaning that there are other factors in increasing customer trust that require further research.

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Editorial Team

Contact

Reviewer

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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

Abstract

Abstract

Abstract

Abstract

Abstract

Abstract

Abstract

Abstract

Abstract

Home Page

OAI Link

Editorial Team

Contact

Reviewer

Google Scholar

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

Abstract

Abstract

Abstract

Abstract

Abstract

Abstract

Abstract

Abstract

Abstract

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