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<![CDATA[The The influence of market orientation and product innovation on competitive advantage ]]>
<![CDATA[Almuluk Fajar Zuhri]]>;
<![CDATA[Perengki Susanto]]>
<![CDATA[ Marketing Management Studies Vol. 2 No. 3 (2022): Marketing Management Studies ]]>
Publisher : <![CDATA[Universitas Negeri Padang ]]>
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DOI: 10.24036/mms.v2i3.62
<![CDATA[This study aimed to find out: 1) the effect of market orientation on product competitive advantage; 2) the effect of product innovation on product competitive advantage; and 3) the effect of market orientation and product innovation, simultaneously, on product. The respondents in this study were dodol kentang industry and the like, totaling 48 locations of dodol kentang industry in Kerinci regency. This study found that the variable of market orientation (X1) had a significant influence on competitive advantage in the dodol kentang small and medium industry (SMI) in Kerinci regency. This study revealed that market orientation had the significance that was eligible to be a supporting variable for competitive advantage. The correlation was positive, indicating that when market orientation carried out by the business actors was great, the competitive advantage was also high. The variable of product innovation (X2) did not significantly influence competitive advantage in dodol kentang SMI in Kerinci regency. This could be caused by the errors in filling out the questionnaires as well as the respondents’ misunderstanding when filling out the questionnaires distributed by the authors. Keywords: Market orientation, product innovation, competitive advantage]]>
<![CDATA[The influence of service quality, price perception of service and word of mouth on revisit intention in KiosK Padang. ]]>
<![CDATA[Yulia Yulia]]>;
<![CDATA[Astri Yuza Sari]]>
<![CDATA[ Marketing Management Studies Vol. 2 No. 3 (2022): Marketing Management Studies ]]>
Publisher : <![CDATA[Universitas Negeri Padang ]]>
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DOI: 10.24036/mms.v2i3.66
<![CDATA[The purpose of this study was to analyze the influence of service quality, price perception of service and word of mouth on revisit intention in KiosK Padang.. The results of the study are (1) There is a significant and positive effect between service quality and monetary price on KiosK Padang. (2) There is a significant positive effect between service quality on behavior price on KiosK Padang. (3) There is a significant positive effect between the monetary price on word of mouth. (4) There is a significant positive effect between behavior price on word of mouth. (5) There is a significant positive effect between service quality on word of mouth. (6) There is a significant positive effect between word of mouth on revisit intention. (7) There is a significant positive effect between monetary price on revisit intention through word of mouth. (8) There is a significant influence between behavior price on revisit intention through word of mouth]]>
<![CDATA[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 ]]>
<![CDATA[Rifqi Dwity Satria]]>;
<![CDATA[Abror Abror]]>
<![CDATA[ Marketing Management Studies Vol. 2 No. 3 (2022): Marketing Management Studies ]]>
Publisher : <![CDATA[Universitas Negeri Padang ]]>
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<![CDATA[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.]]>
<![CDATA[The The influence of digital content marketing on E-WOM with social impact transfer as mediation for Rendang business owners in Padang City ]]>
<![CDATA[Mutiara Zorena Rezky]]>;
<![CDATA[Vidyarini Dwita]]>
<![CDATA[ Marketing Management Studies Vol. 2 No. 3 (2022): Marketing Management Studies ]]>
Publisher : <![CDATA[Universitas Negeri Padang ]]>
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DOI: 10.24036/mms.v2i3.74
<![CDATA[This study aims to analyze how the influence of Digital Content Marketing with its dimensions include information content, entertainment content, social interaction and own experience on electronic word of mouth communication in rendang culinary food business actors with the social impact of transfer as a mediating variable (the object of the study on Instagram rendang Asese). The method used is quantitative. The population is all customers who follow Rendang Asese's Instagram account and customers who have recommended others to visit Rendang Asese shopping. The research sample was 150 respondents. This research was conducted using the smart PLS 3.0 software using the structural equation model (SEM) test. The results of this study include: (1) Information content has a significant effect on Social Impact Transfer (2) Entertainment Content has a significant effect on Social Impact Transfer (3) Social interaction has a significant effect on Social Impact Transfer (4) Self-experience has a significant effect on Social Impact Transfer (5) Social Impact Transfer has a significant effect on electronic word of mouth communication (6) Information content has a significant effect on electronic word of mouth communication with Social Impact Transfer as a mediating variable (7) Entertainment Content has a significant effect on electronic word of mouth communication with Social Impact Transfer as a mediating variable ( 8) Social interaction has a significant effect on electronic word of mouth communication with Social Impact Transfer as a mediating variable (9) Self-experience has a significant effect on electronic word of mouth communication with Social Impact Transfer as a mediating variable]]>
<![CDATA[Purchasing decisions Nike sports shoes in students SMKN 1 Painan viewed from country of origin, brand image and product design ]]>
<![CDATA[Djohannes Saputra Djohannes]]>
<![CDATA[ Marketing Management Studies Vol. 2 No. 3 (2022): Marketing Management Studies ]]>
Publisher : <![CDATA[Universitas Negeri Padang ]]>
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DOI: 10.24036/mms.v2i3.291
<![CDATA[This study aims to determine the effect of country of origin, brand image and product design on purchasing decisions of Nike brand sports shoes for students of Smkn 1 Painan. The type of research used in this research is quantitative with a descriptive approach. Respondents in this study were 91 people with a total sampling technique. Analysis of the data used is multiple linear regression analysis. Partial test results show that there is a positive and significant influence of country of origin on purchasing decisions, there is a positive and significant influence of brand image on purchasing decisions, and there is a positive and significant influence of product design on purchasing decisions.]]>
<![CDATA[The effect of customer experience and brand image on customer loyalty on the use of delivery services PT. POS Indonesia ]]>
<![CDATA[Rifqi Aulia Ahmad]]>;
<![CDATA[Terra Saptina Maulani]]>
<![CDATA[ Marketing Management Studies Vol. 2 No. 3 (2022): Marketing Management Studies ]]>
Publisher : <![CDATA[Universitas Negeri Padang ]]>
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DOI: 10.24036/mms.v2i3.314
<![CDATA[This study aims to find out the effect of customer experience and brand image on customer loyalty in the delivery service of PT. POS in Bandung. The research method used is descriptive and verification methods with a quantitative approach, collecting data through distributing questionnaires to 100 respondents with the calculation of determining the sample using the Cochran formula. The statistical analysis instrument used validity test, reliability test, classical assumption test, multiple linear regression analysis, correlation coefficient analysis, coefficient of determination analysis, t test, and f test with the help of SPSS version 25 software. The results showed that partially and simultaneously customer experience and brand image have a significant influence on customer loyalty in the delivery service of PT. POS in the city of Bandung by contributing 62.3% to customer loyalty, while for 37.7% influenced by other factors not examined.]]>
<![CDATA[The influence of social media marketing towards the repurchase intention with brand image as mediating variable ]]>
<![CDATA[Fajar]]>;
<![CDATA[Yunia Wardi]]>
<![CDATA[ Marketing Management Studies Vol. 2 No. 3 (2022): Marketing Management Studies ]]>
Publisher : <![CDATA[Universitas Negeri Padang ]]>
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DOI: 10.24036/mms.v2i3.315
<![CDATA[This study aims to analyze (1) the effect of social media marketing on intention to use on MSGlow Redjelly consumers and TiK-ToK users mediated by brand image . (2) the effect of social media marketing on repurchase intention towards MSGlow Redjelly and TiK-Tok user (3) the effect social media marketing on brand image towards MSGlow consumers and TiK-ToK user. (4) the effect of brand image on repurchase intention toward MSGlow consumers and TiK-ToK user. The population used in the study were MSGlow Redjelly consumers and TiK-ToK user that already use the product and using TiK-ToK for some quite time. The number of samples in this study was 251 total respondents. Data was collected through online questionnaires and data processing using PLS (Partial Least Square) software. The results of this study indicate that. (1) Social media marketing has positive but not significantly affecting repurchase intention. (2) Social media marketing has positive and significant effect towards brand image. (3) Brand image has positive and significant effect toward repurchase intention. (4) Social media marketing has positive and significant effect toward repurchase intention mediated by brand image.]]>
<![CDATA[The influence of green marketing on costumer loyalty of The Body Shop mediated by brand image ]]>
<![CDATA[Indah Maharani Wulandari]]>;
<![CDATA[Yunita Engriani]]>
<![CDATA[ Marketing Management Studies Vol. 2 No. 3 (2022): Marketing Management Studies ]]>
Publisher : <![CDATA[Universitas Negeri Padang ]]>
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<![CDATA[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.]]>
<![CDATA[The effect of electronic word of mouth (eWOM), prices, and cash on delivery (COD) services on consumer purchasing decisions on e-commerce applications ]]>
<![CDATA[Melly Pefi Lara]]>;
<![CDATA[Gesit Thabrani]]>
<![CDATA[ Marketing Management Studies Vol. 2 No. 3 (2022): Marketing Management Studies ]]>
Publisher : <![CDATA[Universitas Negeri Padang ]]>
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DOI: 10.24036/mms.v2i3.318
<![CDATA[This take a look at pursuits to investigate the impact of electronic word of mouth (eWOM), prices, and coins on delivery (COD) offerings on client shopping choices on e-commerce programs in Pesisir Selatan. The populace used on this take a look at is humans who've e-commerce programs and the pattern used is humans who've e-trade programs in Pesisir Selatan as a minimum have one e-commerce application, even though now no longer but for on-line shopping, simply searching around. The wide variety of samples used on this take a look at have been one hundred seventy respondents. Data series is accomplished thru a web questionnaire (google form) and facts control the usage of the SPSS application. The consequences of this take a look at suggest that. (1) Electronic word of mouth (eWOM) has a fine and massive impact on client shopping choices on e-trade programs in Pesisir Selatan. (2) Price has a fine and massive impact on client shopping choices on e-commerce programs in Pesisir Selatan. (3) Cash on delivery (COD) offerings don't have any massive or no impact on client shopping choices on e- trade programs in Pesisir Selatan. The consequences of this take a look at suggest that buying choices are undoubtedly and extensively stimulated with the aid of using electronic word of mouth (eWOM) and prices, however aren't stimulated with the aid of using coins on delivery (COD) offerings.]]>
