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INDONESIA
Jurnal Manajemen Pemasaran dan Perilaku Konsumen
Published by Universitas Brawijaya
ISSN : 2963329X     EISSN : 2963329X     DOI : -
Core Subject : Science,
Decision Sciences, Operations Research & Management
Publish all forms of quantitative and qualitative research articles and other scientific studies related to the field of Marketing Management and Consumer Behavior.
Arjuna Subject : Ilmu Pengambilan Keputusan (semua kategori) - Ilmu Manajemen dan Riset Operasi
Articles 15 Documents
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Search results for , issue "Vol. 1 No. 1 (2022)" : 15 Documents clear
PENGARUH CUSTOMER ENGAGEMENT TERHADAP REPURCHASE INTENTION DENGAN CUSTOMER EQUITY SEBAGAI VARIABEL MEDIASI Elzanty Dwi Kartika Ningrum; Moh. Erfan Arif
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 1 No. 1 (2022)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

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Abstract

This study aims to answer the problem of how customer engagement affects on repurchase intention, how customer engagement affect customer equity, how does customer equity affect on repurchase intention, how customer engagement affects repurchase intention through customer equity. This type of research is causality research is research that is structured to examine the possibility of a causal relationship between variables. The analytical tool used is SEM which is operated through software SmartPLS. Tests in this study used validity, reliability, and hypothesis testing. Sampling technique uses non-probability sampling with purposive sampling method. The sample size used is 120 respondents with the provision that they have used the Shopee application at least twice, are aged more than or equal to 17 years and are people of Malang City. Based on the results of testing the four hypotheses, it can be concluded that the customer engagement has a positive and significant effect on repurchase intention, the customer engagement has a positive and significant influence on customer equity, the customer equity has which is positive and significant on repurchase intention, and variables customer engagement have a positive and significant influence on repurchase intention mediated by customer equity variables.
PENGARUH ELECTRONIC WORD OF MOUTH TERHADAP LOYALITAS KONSUMEN YANG DIMEDIASI OLEH BRAND IMAGE DAN TRUST Muhammad Rafii’ Fadhlurrahman; Sunaryo Sunaryo
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 1 No. 1 (2022)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

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Abstract

One of the uses of internet media in business applications is electronic commerce (e-commerce) or often also called electronic commerce. One of most used e-commerce by the Indonesian people is Tokopedia. This study aims to determine the effect of electronic word of mouth on consumer loyalty mediated by brand image and trust in Tokopedia users. The type of research used in this research is explanatory research. This study uses 100 samples, the sample is Tokopedia users in Malang City. The sampling technique used is a non-probability sampling technique , namely purposive sampling. Data analysis technique using SmartPLS 3.3. The results of this study indicate that electronic word of mouth has a direct positive and significant effect on consumer loyalty, brand image, and trust. Brand image and trust have a direct positive and significant influence on consumer loyalty. Brand image and trust have a positive and significant indirect influence in moderating electronic word of mouth on consumer loyalty.
PENGALAMAN PELANGGAN, ULASAN PELANGGAN SECARA DARING, DAN VARIASI PRODUK TERHADAP KEPUTUSAN PEMBELIAN ULANG Muhammad Daffa Rahmandika; Factur Rohman
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 1 No. 1 (2022)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

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Abstract

This study aims to determine and analyze the influence of customer experience, online customer reviews and product variations on Traveloka consumers' Repurchasing decisions. The sample in this study amounted to 106 respondents who are Traveloka customers at Brawijaya University Malang City with a minimum of one transaction. The sampling technique is non-probability sampling using convenience sampling. Data were collected using questionnaires, literature study and internet browsing. The data analysis technique used SPSS 25. The data were then analyzed by multiple regression analysis. The results showed that partially customer experience, online customer reviews and product variations had a positive and significant effect on repurchasing decisions. The results of this study indicate that customer experience, online customer reviews and product variations have a positive and significant effect on repurchasing decisions. The coefficient of determination adjusted r square is 0.867, which means that the variable customer experience, online customer reviews and product variations are able to influence repurchasing decisions by 86.7% while the remaining 13.3% is influenced by other variables not examined in this study.
PENGARUH SERVICESCAPE TERHADAP MINAT KUNJUNG ULANG MELALUI KEPUASAN PELANGGAN SEBAGAI VARIABEL MEDIASI Mohamed Ashraff Shah; Radityo Putro Handrito
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 1 No. 1 (2022)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

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Abstract

This study aims to determine the effect of servicescape on revisit intention which are mediated by customer satisfaction on cafe visitors in Malang City. This type of research is explanatory research that seeks to explain the relation between variables based on hypothesis testing. This study used a sample of 385 respondents based on the Cochran formula. The distribution of the questionnaires was carried out online through google form. The data analysis technique in this research is using SPSS and the process analysis method by Hayes. The results of this study are servicescape has a significant effect on customer satisfaction, customer satisfaction has a significant effect on interest in revisit intention, servicescape has a significant effect on revisit intention, and customer satisfaction mediates the effect of servicescape on revisit intention. Based on these results, it can be concluded that there is a partial mediation effect because the servicescape can directly affect revisit intention without going through customer satisfaction due to the servicescape's strong appeal to cafe visitors. So, it can be formulated research implications in the form of recommendations for cafe themes and three keys to developt cafe in Malang City.
KUALITAS PELAYANAN TERHADAP KEPUASAN PELANGGAN COFFEE SHOP Nur Prima Waluyowati; Muhammad Irsyad Gulam Bustomi
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 1 No. 1 (2022)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

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Abstract

The aims of this study are to find out the cause and effect of service quality with customer satisfaction at the Omah Boto Coffee Shop based on the dimensions of service quality. The analysis obtained in this analysis examines the influence of the five dimensions of service quality, namely: tangibles (physical evidence), reliability (reliability), responsiveness (responsiveness), assurance (guarantee) and empathy (empathy) on customer satisfaction. Design/Methodology Quantitative methods were applied in this study. The distribution of questionnaires to 60 respondents was used to evaluate customer satisfaction about service quality at coffee shops and analyze data using multiple linear regression to determine the effectiveness of service quality on customer satisfaction. The findings examine that of the five dimensions of service quality, all have an influence on customer satisfaction, but only the assurance dimension has a major impact on customer satisfaction at Omah Boto Coffee shop. The results of this study can be used as a reference in the future related to service quality. The results of this study can also be a source of reference in increasing knowledge about the quality of service in the culinary field in Tuban City. The results of this study can also be input for the Omah Boto Coffee shop in providing services to shop customers.
PENGARUH RELIABILITY,TANGIBILITY, ASSURANCE, EMPATHY, DAN RESPONSIVENESS TERHADAP CONSUMER SATISFACTION PADA JASA PERBANDARAAN SELAMA PANDEMI COVID-19 Rizky Mulia Basmalasari; Dian Ari Nugroho
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 1 No. 1 (2022)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

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Abstract

This study aims to identify the effects of reliability, tangibility, assurance, empathy, and responsiveness on consumer satisfaction. The population of this research are all users of airport service provided by PT. Angkasa Pura II, from which 170 respondents were selected as the sample, to whom questionnaires were distributed online for data harvesting. This study is categorized as an explanatory research, which is generally used to explain the effects of reliability, tangibility, assurance, empathy, and responsiveness on consumer satisfaction during the Covid-19 pandemic. The data was analyzed using IBM SPSS (Statistical Package for the Social Sciences) version 25. The analysis includes instrument test (validity and reliability tests), classical assumption test (normality, multicollinearity, and heteroscedasticity tests), and hypothesis test (multiple linear regression, goodness-of-fit, coefficient of determination, and t tests). This study finds that tangibility, empathy, and responsiveness significantly influence consumer satisfaction and that assurance and empathy do not affect consumer satisfaction among customers of PT. Angkasa Pura II during the Covid-19 pandemic.
PENGARUH INTERNAL SERVICE QUALITY DAN INTERNAL CUSTOMER SATISFATION TERHADAP EMPLOYEE LOYALTY Rahma Andita Desi Pramesti; Ananda Sabil Hussein
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 1 No. 1 (2022)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

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Abstract

Employee loyalty is an important key for companies that want to survive and win the competition in business. This study aims to identify the effects of internal service quality and internal customer satisfaction on employee loyalty at PT. HashMicro Indonesia. This study is categorized as explanatory research, which can either accept or reject hypotheses based on the testing results. Using simple random sampling, 127 employees of the company were selected as the sample. This research uses instrument test and classical assumption test in SPSS 25. The data was analyzed using descriptive statistics and multiple linear regression. This research finds that internal service quality does not influence employee loyalty and that internal customer satisfaction affects employee loyalty. The results in this study can reveal how important the influence of internal customer satisfaction affects employee loyalty, so that companies or similar are expected to pay more attention to things that can increase employee satisfaction and measure employee satisfaction to achieve the highest level of employee loyalty.
SEARCH ENGINE OPTIMIZATION, INTEGRATED MARKETING COMMUNICATION, DAN PERCEIVED VALUE TERHADAP KEPUTUSAN PEMBELIAN Miftakhul Mukarromatun Nisa'; M. Abdi Dzil Ikhram W.
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 1 No. 1 (2022)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

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Abstract

The rise of technological advancement in the globalization era results in the significantly tight atmosphere of competition between marketers. This study aims to measure the influence of the SEO (Search Engine Optimization) variable on the Purchase Decision of Arkatama Digital Marketing Training, the influence of the Integrated Marketing Communication variable on the Purchase Decision of Arkatama Digital Marketing Training, and the influence of the Perceived Value variable on the Purchase Decision of the Arkatama Digital Marketing Training. The type of research used is explanatory research. The datas were collected by distributing questionnaires, with a total of 63 respondents. The data analysis tool in this study uses SmartPLS 3.3.9, with a Likert scale as an additional tool. The results of hypothesis testing indicate that there is a significant effect between the SEO (Search Engine Optimization) on the Purchase Decision,  insignificant influence between the Integrated Marketing Communication on the Purchasing Decision, as well as the existence of significant influence between the Perceived Value on the Purchase Decision.
PENGARUH DESAIN KEMASAN, VARIASI PRODUK, DAN KUALITAS PRODUK TERHADAP MINAT BELI KONSUMEN Allya Ramadhina; Mugiono Mugiono
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 1 No. 1 (2022)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

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Abstract

Business competition in the food and beverage industry is not easy and is getting tougher. Competition makes consumers have a variety of choices and are more selective in choosing the products to buy. The purpose of this study is to identify the effects of packaging design, product variation, and product quality on the intention of consumers to purchase Bluder Cokro products. This research is categorized as explanatory study since it explains the causal relationship between variables through hypothesis testing. The sample of this research was selected using purposive sampling method and non-probability sampling technique. With the criteria of people with the minimum age of eighteen years who live in East Java and are interested in the products of Bluder Cokro, 120 respondents were acquired. The data was harvested through Likert-scaled questionnaires and tested using validity and reliability tests. The hypotheses were tested using t test, and the data analysis was performed in SPSS 21. This study finds that packaging design, product variation, and product quality significantly influence purchase intention both partially and simultaneously. Furthermore, product variation is the most dominant factor as it has the highest beta coefficient and t statistics values. Bluder Cokro has been successful in making prospective customers buy their products over the products of other brands.
PENGARUH FAKTOR SITUASIONAL PANDEMI COVID-19 TERHADAP LOYALITAS KONSUMEN PADA E-GROCERY SHOPPING PLATFORM Oktavia Larasati; Raditha Dwi Vata Hapsari
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 1 No. 1 (2022)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

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Abstract

This study aims to determine the effect of situational factors, in this case any of them induced by the Covid-19, on consumer loyalty. The effects to be proven are those of independent variables on the dependent variable, namely consumer loyalty. This study is categorized as quantitative research, which explains certain phenomena using numerical data, which in this study harvested through online questionnaires, in the analysis. The respondents are 170 people selected using purposive sampling method and non-probability sampling technique, a technique of sample determination using certain considerations. They are individuals who have the experience of buying consumer goods through online applications or platforms. The analysis performed in IBM SPSS Statistics version 16 program have resulted in that physical barriers have a significant and positive effect on consumer loyalty, store atmosphere has a significant and positive effect on consumer loyalty, mood has a significant and positive effect on consumer loyalty, and website quality has a significant and positive effect on consumer loyalty.

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