cover
Article Per Year (5 Year)
All
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
Marketing Management Studies
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 8 Documents
 1 
Search results for , issue "Vol. 2 No. 4 (2022): Marketing Management Studies" : 8 Documents clear
Brand love influence on brand equity in Kpop Industry using brand engagement as a mediating variable Nadya Mustafa; Dina Patrisia
Marketing Management Studies Vol. 2 No. 4 (2022): Marketing Management Studies
Publisher : Universitas Negeri Padang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24036/mms.v2i4.297

Abstract

This research aims to analyze the effect of brand love on brand equity in the Kpop industry with social media brand engagement as a mediating variable in fandom ATEEZ (ATINY). 200 respondents were the sample of this study. Data is processing by SmartPLS and collected from online questionnaire. The results of this study showed that (1) Brand love has a significant positive effect on social media brand engagement in fandom ATEEZ (ATINY). (2)Brand love has a significant effect on brand equity in fandom ATEEZ (ATINY). (3) Social media brand engagement has a significant effect on brand equity in fandom ATEEZ (ATINY). (4) Brand love has a significant positive effect on brand equity through social media brand engagement in fandom ATEEZ (ATINY).
Price perception and repurchase intention: Mediated by brand experience and brand preference Yovan Almukarim; Yasri Yasri
Marketing Management Studies Vol. 2 No. 4 (2022): Marketing Management Studies
Publisher : Universitas Negeri Padang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24036/mms.v2i4.299

Abstract

This study aims to analyze the extent of price perception on the repurchase intention of the Erigo brand in Padang City through brand experience and brand preference as mediating variables. The population in this study were all consumers of the Erigo brand and the sample in this study were users who had bought Erigo products. The number of samples in this study were 120 respondents using purposive sampling method. The analytical technique used is SEM analysis using smart PLS3. The results of this study indicate (1) Price perception has a significant influence on repurchase intention. (2) Price perception has a significant influence on brand preference. (3) Price perception has a significant influence on brand experience. (4) Brand experience has a significant influence on brand preference. (5) Brand preference has a significant effect on repurchase intention. (6) Brand experience has a significant influence on repurchase intention. (7) There is an indirect and significant and positive effect between price perception and repurchase intention through brand experience as a mediator. (8) There is an indirect and significant and positive effect between price perception and repurchase intention through brand preference as a mediator.
The influence of digital marketing on decision to use Premier League Mobile Online Game on Gen-Z Muhammad Aqil Taqiyuddin; Terra Saptina Maulani
Marketing Management Studies Vol. 2 No. 4 (2022): Marketing Management Studies
Publisher : Universitas Negeri Padang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24036/mms.v2i4.321

Abstract

This Study examines Digital Marketing channels (Website, Display Ads, Search Ads, E-Mail, and Social Media) in the online game Mobile Premier League. This study analyses the influence of Digital Marketing Channels on the Decision to Use the online game Mobile Premier League on Gen-Z in Bandung. The research method in this study is descriptive analysis and verification analysis, description analysis was calculated using the range interval method, and verification analysis was calculated using multiple linear regression test, correlation coefficient, and coefficient of determination. With data collection techniques through the distribution of questionnaires to 100 Gen-Z respondents in the city of Bandung who used the online game Mobile Premier League. These results showed that simultaneously Website, Search Ads, Display Ads, E-Mail, and Social Media have no significant effect on the decision to use with a coefficient of determination of 0,030 which means Digital Marketing (Website, Search Ads, Display Ads, E-Mail, and Social Media) affect the decision to use by 3% while the remaining 97% is influenced by other variables or factors not examined in this study.
The relationship between customer satisfaction, brand trust and brand loyalty Daffa Akhila; Thamrin Thamrin
Marketing Management Studies Vol. 2 No. 4 (2022): Marketing Management Studies
Publisher : Universitas Negeri Padang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24036/mms.v2i4.323

Abstract

The purpose of this study is to analyze satisfaction and brand trust on brand loyalty at Rimbun Coffee coffee shop with brand love as moderating. The type of this research is quantitative research. The population in this study are customers who have tested the Rimbun Coffee coffee shop in Padang City with a sample of 140 respondents. The analysis of this study uses SmartPLS 3.0. The results of this study indicate: (1) Satisfaction has a positive effect on Rimbun Coffee's brand loyalty. (2) Brand trust has a positive and significant effect on brand loyalty felt by Rimbun Coffee coffee shop customers in Padang City. (3) Brand love significantly moderates the relationship between satisfaction and Rimbun Coffee's brand loyalty so that it has an impact on Rimbun Coffee's customers. (4) Brand love significantly moderates the relationship between brand trust and Rimbun Coffee's brand loyalty.
Customer engagement effect on relationship quality through customer co-creation Akram Gumi; Astri Yuza Sari
Marketing Management Studies Vol. 2 No. 4 (2022): Marketing Management Studies
Publisher : Universitas Negeri Padang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24036/mms.v2i4.324

Abstract

This study aims to analyze the influence of customer engagement on relationship quality through customer engagement at the Gaprusy Bukittinggi bag shop. The population in this study are all customers or customers who have shopped at the Gaprusy bag store whose number is not known for certain. While the number of samples in this study amounted to 100 respondents with the characteristics of having shopped in the last 3 months and using the purposive sampling method. The analytical technique used is SEM analysis using smart PLS4. The results of this study are (1) There is a significant and positive influence between customer engagement on relationship quality. (2) There is a significant and positive effect between customer engagement on customer co-creation. (3) There is a significant and positive influence between customer co-creation on relationship quality. (4) Customer co-creation is able to provide a positive mediating role on customer engagement on relationship quality.
Content marketing effect on customer retention: Using customer engagement as intervening variable Wynne Martivia; Awisal Fasyni
Marketing Management Studies Vol. 2 No. 4 (2022): Marketing Management Studies
Publisher : Universitas Negeri Padang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24036/mms.v2i4.326

Abstract

The goal of this study is to investigate how content marketing, an intervening variable, affects customer engagement and retention at Instagram Coffee Shop Chakovi in Padang City. 200 people who had visited a Chakovi coffee shop in Padang and had viewed Instagram posts as well as made purchases made up the sample for this study. Purposive sampling is the sampling method. SEM analysis was used to analyze this research using SmartPLS software 3.3.9. (1) Content marketing has a favorable and considerable impact on customer retention, according to this study's findings. (2) Customer Engagement is positively and significantly impacted by content marketing. (3) Customer Retention is positively and significantly impacted by customer engagement. (4) Customer Retention is positively and significantly impacted by content marketing due to increased customer engagement.
Brand equity, brand loyalty, and customer satisfaction: Case study on Nike Andika Putra Zarfandi; Astra Prima Budiarti
Marketing Management Studies Vol. 2 No. 4 (2022): Marketing Management Studies
Publisher : Universitas Negeri Padang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24036/mms.v2i4.327

Abstract

This study aims to prove and analyze the effect of brand equity on brand loyalty with customer satisfaction as an intervening variable for Nike shoe users in Pekanbaru City. In this study, the samples were several users of Nike brand sports shoes in Pekanbaru City. In this study, the research variables used can be grouped into three, namely endogenous variables, namely brand loyalty. The two exogenous variables are brand equity, while the intervening variable is customer satisfaction The data analysis method used quantitative analysis is carried out using Structural Equation Model (SEM) which is processed using Smart PLS assistance. Based on the results of hypothesis testing, it was found that Brand equity had a positive and significant effect on brand loyalty of Nike shoe users in Pekanbaru City. Testing the second hypothesis found Brand equity on customer satisfaction in Nike brand shoes users in Pekanbaru. In testing the third hypothesis, it was found that customer satisfaction has a positive and significant effect on brand loyalty to Nike brand shoe users in Pekanbaru City
The influence of tourism product on tourist decision to visit Anyer Ika Utami Widyaningsih; Mulyanah Mulyanah
Marketing Management Studies Vol. 2 No. 4 (2022): Marketing Management Studies
Publisher : Universitas Negeri Padang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24036/mms.v2i4.329

Abstract

Anyer is the one of the famous beach tourism destinations on the western of Java Island. This research aims to obtain the empirical evidence about the influence of tourism product to decision to visit on Novus Jiva Anyer. This study used quantitative research that distributed data by questionnaires. Sample in this research were the tourist of Novus Jiva Anyer, and the sampling technique used is simple random sampling with a total sample of 173 respondens. Empirical evidence show that the visitors are mostly from outside Banten province. Where they get an information about tourism product from social media such as websites, instagram, whatsapp, and tourist booking application (traveloka, booking.com, etc). The results prove that trourism products have a positive and significant affect to tourist visiting decisions. From the result, this research can be useful as knowledge and consideration for tourist attractions manager in improving quality to attract tourist visitors.

Page 1 of 1 | Total Record : 8

 1 

Filter by Year

2022 2022


Reset
Filter By Issues
All Issue Vol. 3 No. 3 (2023): Marketing Management Studies Vol. 3 No. 2 (2023): Marketing Management Studies Vol. 3 No. 1 (2023): Marketing Management Studies Vol. 2 No. 4 (2022): Marketing Management Studies Vol. 2 No. 3 (2022): Marketing Management Studies Vol. 2 No. 2 (2022): Marketing Management Studies Vol. 2 No. 1 (2022): Marketing Management Studies Vol. 1 No. 4 (2021): Marketing Management Studies Vol. 1 No. 3 (2021): Marketing Management Studies Vol. 1 No. 2 (2021): Marketing Management Studies Vol. 1 No. 1 (2021): Marketing Management Studies More Issue