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Widi Senalasari
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Journal of Marketing Innovation
Published by Politeknik Negeri Bandung
ISSN : -     EISSN : 28078365     DOI : https://doi.org/10.35313/jmi.v2i1
Core Subject : Economy, Social,
Economics, Econometrics & Finance Social Sciences
Journal of Marketing Innovation (JMI) is an open-access journal published by Politeknik Negeri Bandung (Bandung State of Polytechnic), Indonesia. JMI welcomes articles in the field of marketing throughout the world, both theoretical and applied. JMI only accepts manuscripts that have not been published previously and are not under the reviewing process for any possible publications. The editorial team of JMI invites marketing scholars, both academics and professionals, to submit their research paper in various marketing topics, such as (but not limited to): Marketing research Retail marketing Multichannel and online retail strategy Advertising Buying behavior Customer relationship management Marketing management Marketing ethics Digital marketing User-generated content Dynamic pricing B2B marketing Customer journey analysis and marketing Content marketing Customer engagement Online customer behavior Marketing analytics Customer welfare
Arjuna Subject : Ilmu Sosial - Ilmu Sosial (Lain-Lain)
Articles 6 Documents
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Search results for , issue "Vol. 3 No. 2 (2023):" : 6 Documents clear
Evaluating the Application of Using Korean Idols as Local Brand Ambassador Skincare Toward Consumer Satisfaction Raihandifa Sekar Aruni; Agustinus C Februadi
Journal of Marketing Innovation (JMI) Vol. 3 No. 2 (2023):
Publisher : Politeknik Negeri Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35313/jmi.v3i2.69

Abstract

Local skincare still uses the perfect-looking skin of celebrities such as Korean idols as brand ambassadors to promote their products. There are differences between the skin problems of Indonesians and Korean idols, so it may not meet consumers' expectations of the product. This mismatch can build a negative brand image due to consumer dissatisfaction as they may feel the product does not effectively meet their skincare needs. This study aims to determine consumers' perceptions and satisfaction with local skincare products. Qualitative methods, such as in-depth interviews, were used to collect data from 20 participants who were local skincare users, some of whom were K-pop fans. This approach allowed the researchers to dig deeper into the attitudes, opinions, and experiences of these consumers. The results of this study show that the advertising concept that consumers expect to show progress in the use of the product. Instead of focusing on using Korean idols as local brand ambassadors, brands should use more natural models, which can bring inclusion and diversity.
The Influence of Instagram Social Media Marketing as a Promotional Means to Increase Intentions to Visit Tourist Destinations Fadhilla Resta Fitri; Agustinus C. Februadi; Vera Elisabeth; Ade Muhamad Yuardani
Journal of Marketing Innovation (JMI) Vol. 3 No. 2 (2023):
Publisher : Politeknik Negeri Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35313/jmi.v3i2.70

Abstract

Technological advances, mainly social media, can drive the increase in GDP. The ease, convenience, and practicality of consumers using social media create almost limitless opportunities for social media marketing in the travel sector. Tourism destination managers have widely used Instagram to promote their destinations by creating appropriate images. However, it is essential to understand the types of destination images that influence tourists. This research aims to understand the relationship between destination image and intention in social media marketing. This research also aims to determine which cognitive or affective destination description is more significant. This research involved 373 respondents who actively use Instagram and know tourism destinations' official social media accounts. The data was analyzed using PLS-SEM. This research finds that social media marketing significantly affects the intention to visit, affective, and cognitive destination images. Destination image also mediates the relationship between social media marketing and visitors' propensity to leave. The analysis findings also show that affective destination image is more effective than cognitive destination image in influencing visitor intentions. These results highlight the importance of considering emotional components when promoting tourist locations.
The Influence of Service Quality on Student Loyalty at Budi Bhakti Tutoring Geshapillia Julianti; Agustinus C. Februadi; Safaruddin
Journal of Marketing Innovation (JMI) Vol. 3 No. 2 (2023):
Publisher : Politeknik Negeri Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35313/jmi.v3i2.73

Abstract

Education is considered one of the important primary human needs. Therefore, people are competing to get the best educational place. This phenomenon encourages parents to register their children with tutoring institutions to get additional classes. Tutoring in Indonesia is included in the Course and Training Institute (LKP). During the pandemic, LKP's growth declined due to the loss of students. The decrease in student enrollment also occurred in one of the tutoring institutions in Bandung Regency, namely the Budi Bakti Tutoring Institute. In services, service quality is an essential factor in the competitiveness and sustainability of institutions. The purpose of this study is to assess the level of service quality at Budi Bakti Tutoring to retain existing students and gain new students by measuring the five dimensions of service quality perceived value, student satisfaction, and student loyalty. The research method used is a quantitative approach. In this approach, data collection was carried out on 222 samples of students and alumni of Budi Bakti Tutoring through the distribution of questionnaires and then analyzed with PLS-SEM. The results showed that there was a positive influence between service quality on perceived value, student satisfaction, and student loyalty. This research is expected to improve the quality of service at Budi Bakti Tutoring.
Increasing Tourist Revisit Intention in Garut Tourist Attractions: The Role of Destination Image and Tourist Satisfaction Rena Amalia; Nono Wibisono; Martin Elliott-White
Journal of Marketing Innovation (JMI) Vol. 3 No. 2 (2023):
Publisher : Politeknik Negeri Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35313/jmi.v3i2.74

Abstract

Garut has plenty of attractive tourist destinations to visit, but there are several complaints about tourist dissatisfaction with the government regarding the poor quality of accommodation and safety at the attractions. This led to their reconsideration to not revisiting Garut again and prefer to choose other regencies for vacation. This study examines the importance of destination image dimensions: destination attractiveness, accommodation, as well as safety and security in Garut tourism towards tourist satisfaction to increase revisit intention. Data was obtained through online questionnaires with the Likert scale from 410 respondents who had visited Garut tourism. This study employs SEM-PLS, and the results show that destination attractiveness, accommodation, and safety & security, have a role in building revisit intention. The three elements of destination image have a positively significant role in increasing satisfaction, and tourist satisfaction also positively significantly affects revisit intention. The outcome of this study can be a new insight into literature regarding destination image, tourist satisfaction, and revisit intention, as well as offering a solution for government and tourism managers in Garut in developing tourist destinations. As attractive tourist destinations with a good quality of accommodation, completed by safety and security, will increase the satisfaction and revisit intention.
Does Gamifying in the Marketplace Help in Building Consumer Engagement and Intention to Buy Online? Shantira Ayusha Rizano; Imam Salehudin
Journal of Marketing Innovation (JMI) Vol. 3 No. 2 (2023):
Publisher : Politeknik Negeri Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35313/jmi.v3i2.95

Abstract

E-commerce is gaining consumer acceptance due to increased internet penetration and advancements in Indonesia. To engage tech-savvy consumers and meet their evolving needs, e-commerce players use gamification by offering personalized shopping experiences, social functionalities, and easy product access. This study examines how Shopee, an e-commerce retailer, can optimize its gamification strategies and intrinsic motivations to encourage customer engagement and impulsive buying behaviour. The study employs purposive sampling to survey 204 respondents and found that gamification and intrinsic motivations positively influence customer shopping engagement. The data was analyzed using Partial Least Squares (PLS) with the SmartPLS software. The findings show that gamification and intrinsic motivations hold a positive influence on shopping engagement. Furthermore, socialness and shopping enjoyment lead to increased impulsive buying behavior. Notably, shopping engagement emerges as a critical factor positively shaping users' intention to continue using online shopping applications.  
The Influence of Live-Streaming Shopping Activities on Attitude Toward Purchase Intention Hilwah Dibagiyya Elsholiha; Moh Farid Najib; Fatya Alty Amalia
Journal of Marketing Innovation (JMI) Vol. 3 No. 2 (2023):
Publisher : Politeknik Negeri Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35313/jmi.v3i2.96

Abstract

The rapid development of marketing media, particularly live streaming services, is anticipated to be incorporated into the social, voice, and visual widespread in the future, which can influence customers' behavior while making purchasing decisions at any moment. The purpose of this paper is to determine the influence of live-streaming shopping activities on attitudes toward purchasing intentions. The purposeful ways to sample were implemented for this research, with questionnaires distributed digitally to TikTok social media users who had seen live-streaming promotions in Indonesia. The third version of SmartPLS was used to process the data collected from up to 443 respondents. The research results show each variable that significantly influences purchase intention includes credibility, informativeness, and interactivity through the intermediary, namely the variable attitude towards advertising. The researchers can use the data processing findings from the current research, which revealed customer attitudes toward advertising in the form of trust in sellers and trust in platforms, also to measure the influence of each variable interpreted as advertising value on consumer behavior, namely product purchase intention in TikTok live stream promotions.

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