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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. 1 (2023)" : 6 Documents clear
The Explanation Of E-Service Quality and Actual Use of M-Banking Shafira Az-Zahra; Lina Setiawati; Adila Sosianika; Widi Senalasari
Journal of Marketing Innovation (JMI) Vol. 3 No. 1 (2023)
Publisher : Politeknik Negeri Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35313/jmi.v3i1.27

Abstract

Technological developments are increasingly rapid from time to time, causing all areas of the business sector to be required to be adaptive. One of which is the banking sector. The digital era has made mobile banking an option to facilitate transaction activities. The actual use of mobile banking is a real-world interpretation to explain the impact of electronic service quality more comprehensively. This study aims to explore mobile banking users in Indonesia. The quality of e-service in mobile banking uses the Technology Acceptance Model (TAM) approach. The survey was conducted in Bandung with 202 mobile banking users; the data were analyzed using SMART PLS with the methods of reliability test, validity test, hypothesis test, and mediation analysis to be able to interpret the research objectives more specifically. The findings indicate e-service quality significantly impacts attitudes towards m-banking, perceived usefulness, and perceived ease of use. It points out that internet-based transactions, especially mobile banking systems, should be made easier, safer, and more convenient for consumers to use.
The Responsive Strategy of Courier Services Companies on Handling Customer Complaint in Social Media: The Effect on Brand Trust and Customer Loyalty Rafiati Kania; Hanumsari Nurul Salsabila
Journal of Marketing Innovation (JMI) Vol. 3 No. 1 (2023)
Publisher : Politeknik Negeri Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35313/jmi.v3i1.51

Abstract

Information technology development allows consumers to express their complaints on platforms such as social media. Twitter trending topic of K-POP merchandise shipping negligence to Indonesian consumers evokes courier service urgency to handle their customer complaints appropriately. This study aims to investigate how potential customers evaluate courier service brand responses to customer complaints on social media that influence consumer trust and loyalty. By integrating the literature on perceived justice in service recovery and brand feedback in social media communication, this study examines the effect of brand feedback, procedural justice, and interactional justice in the company response to customer complaints on potential customer trust in the brand (brand trust) and customer loyalty toward the courier service brand. A total of 333 respondents participated in this survey and confirmed the research model by the PLS-SEM method as data analysis. The main results include the two-way interaction effect of brand feedback and procedural justice on trust and the mediating effect of brand trust on customer loyalty. However, the interactional justice effect becomes insignificant in influencing trust and customer loyalty. This study provides practical implications for courier service companies on how to effectively respond to customer complaints on social media.
Virtual Reality Tourism: Linkage Tourist Intention, Satisfaction, and Quality: Moderating Role of Gender and Visiting Experience Aditia Sobarna
Journal of Marketing Innovation (JMI) Vol. 3 No. 1 (2023)
Publisher : Politeknik Negeri Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35313/jmi.v3i1.58

Abstract

The phenomenon of Covid-19 as the pandemic era changes many factors in our social life, especially in tourist intention, satisfaction, and quality. It is important to be discussed because that phenomenon affects the development of visitor behavioral intention.  Based on those backgrounds, this study aims to determine visitor behavioral intention in virtual reality (VR), including the experience with both content and system quality of satisfaction as the determinant factors. The data was obtained from 350 visitors visiting tourist destinations in the greater Bandung region, Indonesia via VR. A self-administered questionnaire was employed using an online survey. The analysis was carried out by using Partial Least Square (PLS) modeling. Results of the analysis show that the experience with content quality has an important role in shaping the behavioral intention of visiting a tourism destination via VR. Next, there is no significant difference in the moderating role of gender and VR experience on the relationships between variables in the behavioral intention model. This study broadens our understanding of the use of the information success model to assess visitor intention in VR tourism and assists practitioners in developing strategies to build and maintain visitor intention to visit and recommend VR tourism.
Social Media User Perception on Communication Types: Comparing One-Two Way of Communicating Brand Arie Indra Gunawan; Hilda Monoarfa; Heny Hendrayati; Khoirun Nisa Bahri; Agus Rahayu; Miftakul Huda
Journal of Marketing Innovation (JMI) Vol. 3 No. 1 (2023)
Publisher : Politeknik Negeri Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35313/jmi.v3i1.59

Abstract

Social media is a communication medium expected to create brand satisfaction and trust. If we attempt to classify communication patterns and intensity on Instagram media, there are one- and two-way communication patterns. Some posts do not require confirmation, and the goal is not to create a conversation between the messenger and the audience. This condition creates a knowledge gap in marketing communications that need to be known empirically. This research was conducted with a quantitative approach - descriptive statistics. Research data was collected by distributing questionnaires through communication and sending messages to Instagram accounts. 249 data are obtained and analyzed using Warp-PLS. The research findings show that one-way communication patterns are more effective in creating brand trust. The audience considers information conveyed in this pattern more effective and valid because they are not distracted by multi-respondent conversations, which often extend from information topics. This study has implications for theoretical contributions to creating brand satisfaction and trust and for the company's communication strategy to deliver brand communications to the audience. Also, companies can vary their communication patterns on social media, especially Instagram, from the audience that continues to respond (further conversations occur).
Hidden Cost Marketing: Descriptive Analysis of Digital Marketing Strategies and Creating Branding for MSMEs Neng Susi Susilawati Sugiana; Agus Rahayu; Lili Adi Wibowo; Vanessa Gafar; Puspo Dewi Dirgantari
Journal of Marketing Innovation (JMI) Vol. 3 No. 1 (2023)
Publisher : Politeknik Negeri Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35313/jmi.v3i1.60

Abstract

This research aims to see how MSME businesses can ultimately apply digitization in their marketing activities so that it is expected to strengthen the branding of a product. It is also intended to see the implications that occur for hidden costs or costs that often arise and are unexpected when marketing their products. This study uses a quantitative analysis methodology with a population of 520 SMEs in Bandung with various business categories and who already have business licenses. Data were collected using questionnaires and interviews with MSMEs from field analysis and it shows that MSMEs are still the driving force of the economy in the city of Bandung, despite experiencing obstacles during the 2020-2021 outbreak. Good opportunities can be captured to implement digital marketing, as evidenced by the emergence of brand-new local brands that are much sought-after or increasingly recognized products from MSMEs with a wider range. The results of the analysis state that in the last two years, MSME players have maximized the implementation of digital marketing to produce a strong brand and reduce costs that often occur when marketing is carried out directly, especially hidden costs that are not included in business accounting calculations. So, marketing carried out by implementing digital marketing is effective in building a strong brand and reducing hidden marketing costs.
The Perception of Young Women towards Beauty Value in Beauty Advertisements Fatya Alty Amalia; Adiva Rakhma Andani; Alexandre Desausa Guteres
Journal of Marketing Innovation (JMI) Vol. 3 No. 1 (2023)
Publisher : Politeknik Negeri Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35313/jmi.v3i1.63

Abstract

Fulfillment of beauty standards with a thin body, fair skin, and straight hair should have status as an old idea that does not need to be perpetuated. There is a change from women who no longer interpret beauty according to the standards that are instilled. This is in line with the many brands that are starting to break the stereotype of beauty when creating their campaigns and advertising media, with values that are increasingly changing, now many beauty brands have created positive and inclusive campaigns to touch more people who care about physical and non-physical beauty. The current study aims to know how female customers perceive the value of beauty toward the ideal women that are being promoted in media, especially in advertising, and how its impacts women. To explore the perceptions of women as a customer, this study uses a qualitative method to dig deeply into how the perception of the customer will work against the brands. This study suggests that brands, especially beauty brands, to put attention to female customers’ perception of how they want to appear in any media that exist. Instead of focusing on idealized women, brands should use a more natural model which might bring inclusion and diversity.

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