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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. 1 No. 1 (2021)" : 6 Documents clear
Green Purchase Intention of Indonesian Young Consumers: Extending VAB Framework Fatya Alty Amalia; Adila Sosianika; Felicia Amanda Christabel
Journal of Marketing Innovation (JMI) Vol. 1 No. 1 (2021)
Publisher : Politeknik Negeri Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (442.105 KB) | DOI: 10.35313/jmi.v1i01.9

Abstract

The study aims to investigate the determinants of green purchase intention of generation Y and Z in Indonesia, more specifically on the green straws. It was carried out quantitative methodology through disseminating the online survey and analyzing the collected used PLS-SEM. Of 394 respondents, the findings showed that the value-attitude-behavior (VAB) framework was successfully applied in this study. It meant perceived green value and green attitude significantly impacted the green purchase intention. In addition, environmental concerns were proven to be the predecessor of the VAB framework as well. The moderating effect of gender only appeared on the relationships of perceived green value-green purchase intention and green attitude-green purchase intention, not the environmental concerns-green purchase intention. From the theoretical perspective, this study contributes to the extension of the VAB framework through the inclusion of environmental concerns. From the managerial perspective, it provides the specific approaches for males and females consumer groups to awake their green purchase intentions.
The Effect of Hotel Service Satisfaction on Loyalty: The Role of Gender Adila Sosianika; Lina Setiawati; Nono Wibisono; Lusianus Kusdibyo; Dwi Suhartanto; Agustinus Februadi
Journal of Marketing Innovation (JMI) Vol. 1 No. 1 (2021)
Publisher : Politeknik Negeri Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (338.536 KB) | DOI: 10.35313/jmi.v1i01.11

Abstract

This study aims to analyze the effect of satisfaction on hotel services such as service product satisfaction, service delivery satisfaction, and service environment satisfaction on loyalty. The sample in this study are 210 respondents who visited the hotel in the past month. The analysis technique used is the Structural Equation Model with Partial Least Square. The results showed that all satisfaction variables for hotel services significantly influenced loyalty in both groups of ganders. If differentiated based on gender, it shows that male groups are more interested in service environment satisfaction and service delivery satisfaction towards loyalty, while female groups are more interested in service environment satisfaction and service product satisfaction towards loyalty.
The Effect of Perceived Usefulness, Trust and Visual Information toward Attitude and Purchase Intention Vika Gustyana Mulyani; Moh Farid Najib; Alexandre Desausa Guteres
Journal of Marketing Innovation (JMI) Vol. 1 No. 1 (2021)
Publisher : Politeknik Negeri Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (396.136 KB) | DOI: 10.35313/jmi.v1i01.12

Abstract

Bandung is a culinary city in Indonesia that continues to show the growth of restaurants in the region. It provides intense competition for business people in the culinary industry to keep them alive. The consumer trend itself was change about how-to learning company not through advertising but the article becomes the choice, such as in Instagram. The study was aimed at identifying the influence of Instagram Food Blogger elements (perceived usefulness, trust, and visual information) on consumer buying attitudes and purchase intention. To test the proposed model, this study applies variance-based structural equations Partial least squares (PLS) modeling with a sample of 200 Instagram Food Blogger recommendations’ readers in Bandung, Indonesia. The results show all variables have a positive effect on attitudes and purchase intention, only perceived usefulness does not show a significant effect on purchase intention. As a follow-up on the results of the study, the managerial implication of these findings is discussed.
The Effect of Celebrity Endorser on Purchase Intention Cosmetic Product in Millennial Generation Consumers Dara Yuri Andita; Moh Farid Najib; Rizki Zulfikar; Dewi Purnamasari
Journal of Marketing Innovation (JMI) Vol. 1 No. 1 (2021)
Publisher : Politeknik Negeri Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (355.086 KB) | DOI: 10.35313/jmi.v1i01.14

Abstract

The use of Celebrity Endorsers has become even more attractive to many consumers, including cosmetic consumers in Indonesia. By using the appropriate celebrity endorser, it is believed that will increase sales and can also reduce the budget for advertising that will be issued by the company. To get the right celebrity endorser, the kit must know what indicators can increase Indonesian consumers' buying interest in cosmetics. Therefore, the purpose of this study is to examine the factors of the source credibility model consisting of attractiveness, trustworthiness, and expertise that have a positive or significant effect on consumer purchases intention by using a questionnaire that has been distributed to the millennial generation who are cosmetic consumers in Indonesia. Likert scale points, the results of the distribution of the questionnaire received a total of 475 respondents, but only 438 questionnaires that could be used in the test. This study was tested using smart-PLS. The results showed that all variables had a positive and significant influence on consumer buying interest in Indonesia.
Website Quality and The Role of Customer Satisfaction Toward Repurchase Intention: A Study of Indonesian E-Commerce Nugroho Hardiyanto; Anhari Firdaus
Journal of Marketing Innovation (JMI) Vol. 1 No. 1 (2021)
Publisher : Politeknik Negeri Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (481.295 KB) | DOI: 10.35313/jmi.v1i01.15

Abstract

A survey by Katadata shows that during the COVID-19 Pandemic, the e-commerce sector of Indonesia showed a significant rise of visitors. In addition, the number of visits to e-commerce websites is very high in the third Quarter of 2020. Additionally, the e-commerce sector is one of the highest contributors towards Indonesia’s gross domestic product (GDP). Thus, increasing consumer satisfaction and repurchase intention is essential for companies, especially in fashion products. This study aims to measure website quality on repurchase intention through the role of consumer satisfaction in the context of e-commerce in Indonesia.Furthermore, website quality has dimensions such as information quality, system quality, and e-service quality. This study uses a descriptive quantitative approach that focuses on e-commerce in Indonesia. The data is collected through online questionnaire which is distributed to 333 consumers who used e-commerce to buy fashion products and used for further analysis. To analyze each variable, partial least squares structural equation modelling (PLS-SEM) is used to test the hypotheses. This study found that all dimensions of website quality and customer satisfaction are determining factors in repurchase intention. Lastly, this research provides guidelines in providing strategies for companies in the context of e-commerce websites in Indonesia
The Effect of Co-branding Strategy Elements on Consumer Attitude and Purchase Intention : A Study in Indonesia Rafiati Kania; Kuntihapsari Sri Sukoyo; Nono Wibisono
Journal of Marketing Innovation (JMI) Vol. 1 No. 1 (2021)
Publisher : Politeknik Negeri Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (555.52 KB) | DOI: 10.35313/jmi.v1i01.17

Abstract

According to brand alliance literature, the compatibility of both brand characteristics in co-branded products will raise consumer positive attitude and purchase intention. Previous researches have explored co-branding strategy between the same sector or complement product character from different sector. However, few researchs have conducted exploration of the co-branding strategy in a different sector with less complement character. This study seeks to construct the value of co-branding strategy influencing female consumer attitude as well as purchase intention where the less-known Indonesian cosmetics brand who invite well-known food brands to create blended characteristics of cosmetic products. Three co-branded products namely Mizzu Cosmetics x Khong Guan Biscuits, Dear Me Beauty x Yupi, Dear Me Beauty x Sasa, Dear Me Beauty x Nissin as the object of research. A total of 358 questionnaires were distributed to female cosmetic consumers aged between 19-41. The proposed research model has been tested using PLS-SEM. The finding highlight prior attitude toward host brand appear weak to influence attitude toward co-branded. However, brand fit could mediate prior attitude toward host brand in influencing atittude toward co-branded. Mediating roles of brand fit, attitude toward co-brand, and post-attitude toward host brand appear important in the element of consumer attitude and purchase intention. A well-known and suitable co-branding partner is needed to give exposure to the co-branded product and provide a spill-over effect for the host brands. This study contribute to add spill-over effect phenomenon in brand alliance literatures.

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