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<![CDATA[PENGARUH STORE ATMOSPHERE DAN HARGA TERHADAP LOYALITAS PELANGGAN ]]>
<![CDATA[Ahmad Izza Labiba]]>;
<![CDATA[Wahdiyat Moko]]>
<![CDATA[ Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 1 No. 2 (2022) ]]>
Publisher : <![CDATA[Fakultas Ekonomi dan Bisnis Universitas Brawijaya ]]>
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<![CDATA[Today's people have a great interest in visiting cafes which provide many facilities for hanging out and can be said to be one of the favorite choices favored by all groups, from the young to the old. Each cafe has a different strategy in order to captivate its customers. Loyal customers will provide profitability because loyal customers can show positive attitudes and behavior and can provide positive recommendations so that they can become promotional tools. This study aims to determine the effect of store atmosphere and price on customer loyalty. This type of research is explanatory research which explains the causal relationship between variables through hypothesis testing. This study used a sample of 100 respondents using accidental sampling technique. Methods of data collection using a questionnaire. The data analysis technique used descriptive analysis, multiple linear regression analysis and t test. Data analysis using SPSS (Statistical Product and Services Solution) version 21 to facilitate research. The results of the analysis show that the store atmosphere variable has a negative effect on customer loyalty and the price variable has a significant negative effect on customer loyalty.]]>
<![CDATA[PENGARUH PRODUCT CATEGORY, PRICE PERCEPTION, DAN E-CUSTOMER EXPERIENCE TERHADAP REPURCHASE INTENTION PAKET PREMIUM ]]>
<![CDATA[Faril Ardian]]>;
<![CDATA[Sri Palupi Prabandari]]>
<![CDATA[ Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 1 No. 2 (2022) ]]>
Publisher : <![CDATA[Fakultas Ekonomi dan Bisnis Universitas Brawijaya ]]>
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<![CDATA[The purpose of this study is to identify the effects of product category, price perception, and e-customer experience on the intention of Spotify users to repurchase the application’s Premium Package. The effects to be proven are those of each independent variable on the dependent variable. This study is categorized as explanatory research as it explains the relationship between two or more symptoms or phenomena. Using judgment sampling method and non-probability sampling technique, 152 people were selected as the sample. They must be people living in Malang city with the minimum age of seventeen years who are or have the experience of subscribing Spotify’s Premium Package. The data analysis was performed using IBM’s Statistical Package for the Social Sciences (SPSS) version 26. This study finds that product category significantly influences repurchase intention, that e-customer experience significantly influences repurchase intention, and that price perception has no significant effect on repurchase intention.]]>
<![CDATA[NIAT VIEWERS MEMILIH VIDEO PROGRAM MATA NAJWA PADA PLATFORM YOUTUBE: DALAM KAJIAN PRODUCT QUALITY DAN BRAND TRUST ]]>
<![CDATA[Ni'matul Laili Fitriana]]>;
<![CDATA[M. Abdi Dzil Ikhram W.]]>
<![CDATA[ Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 1 No. 2 (2022) ]]>
Publisher : <![CDATA[Fakultas Ekonomi dan Bisnis Universitas Brawijaya ]]>
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<![CDATA[Increasingly sophisticated technology makes all information spread quickly and evenly through the internet, which in this era the internet has become a necessity of everyday life. The objective of this research is to assess the effect of product quality and brand trust on the intention to watch Mata Najwa program video in YouTube Platform. This quantitative explanatory research consists of primary and secondary data. The primary data was obtained from online questionnaires via Google Forms distributed 150 students of Universitas Brawijaya who watch the said video in YouTube as the respondents. The secondary data was gathered from the company and relevant literature. The result of the data analysis performed in Statistical Product and Service Solution (SPSS) 26 indicate that product quality and brand trust positively and significantly influence the intention to watch Mata Najwa program video in YouTube platform.]]>
<![CDATA[PENGARUH INOVASI PRODUK, KUALITAS PELAYANAN, DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN PRODUK KOPI KENANGAN ]]>
<![CDATA[Aini Adrianti Putri]]>;
<![CDATA[Mugiono Mugiono]]>
<![CDATA[ Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 1 No. 2 (2022) ]]>
Publisher : <![CDATA[Fakultas Ekonomi dan Bisnis Universitas Brawijaya ]]>
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<![CDATA[Every coffee shop competes to present its flagship coffee product by offering a selection of coffee beans both from Indonesia and abroad. This research aims to identify the direct and indirect effects of product innovation, service quality, and promotion on people’s decision to purchase Kopi Kenangan products. This research is considered as explanatory research as it tries to explain the causal relationship between variables through hypothesis testing. Using purposive sampling technique, 114 people within the age range of 18-30 years who live in Malang and have purchased the products of Kopi Kenangan at least once were selected as the respondents. The data was harvested through questionnaires, library research, and web browsing. The data was assessed using validity test, reliability test, and classical assumption test, while the multiple linear regression analysis and the hypothesis testing were performed in SPSS 22. This study finds that product innovation, service quality, and promotion positively and significantly influence purchase decision.]]>
<![CDATA[PENGARUH PERCEIVED USEFULNESS, PERCEIVED EASE OF USED DAN TRUST TERHADAP REPURCHASE INTENTION PENGGUNA LAYANAN E-COMMERCE ]]>
<![CDATA[Fahrezi Ihza Anthapratama]]>;
<![CDATA[Fatchur Rohman]]>
<![CDATA[ Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 1 No. 2 (2022) ]]>
Publisher : <![CDATA[Fakultas Ekonomi dan Bisnis Universitas Brawijaya ]]>
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<![CDATA[The objective of this research is to identify the effect of perceived usefulness, perceived ease of use and trust on the repurchase intention of Tokopedia users in Malang city. This study is categorized as explanatory research, which explains the causal relationship between variables through hypothesis testing. From the population of Tokopedia users in Malang city, 100 people were selected as the research respondents through purposive sampling technique. The data was analyzed using statistical descriptive analysis and multiple linear regression in SPSS 26. This study finds that perceived usefulness and trust significantly influence the repurchase intention and that perceived ease of use does not significantly affect the repurchase intention of Tokopedia users in Malang city.]]>
<![CDATA[PENGARUH BRAND IMAGE, PERCEIVED QUALITY DAN PERCEIVED PRICE PADA KEPUTUSAN PEMBELIAN PRODUK HYPEBEAST MEREK NIKE ]]>
<![CDATA[Muhammad Dendy Pradana Islami]]>;
<![CDATA[Dian Ari Nugroho]]>
<![CDATA[ Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 1 No. 2 (2022) ]]>
Publisher : <![CDATA[Fakultas Ekonomi dan Bisnis Universitas Brawijaya ]]>
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<![CDATA[This study aims to determine the effect of brand image, perceived quality, and perceived price on purchasing decisions for Nike brand hypebeast products in the group selling hypebeast goods on line applications. The effect to be proven is the influence of the independent variables individually on the dependent variable. This type of research is explanatory research to explain the relationship of two or more symptoms or phenomena. This study used a sample of 131 respondents obtained through the distribution of online questionnaires. Sampling using non-probability sampling technique and purposive sampling method with the characteristics of respondents who are members of the buying and selling group of hypebeast products in the online application and have a minimum transaction of IDR 2,000,000 and are over 17 years old. This research technique uses the IBM SPSS Statistics version 25 program. The results of this study indicate that perceived brand image affects purchasing decisions on Nike hypebeast products in the line app buying and selling group, and perceived quality affects purchasing decisions, while price perceptions affect buying interest.]]>
<![CDATA[PENGARUH CUSTOMER EXPERIENCE, EASE OF USE, DAN TRUST TERHADAP LOYALITAS E-COMMERCE ]]>
<![CDATA[Muhammad Iqbal Rianto]]>;
<![CDATA[Raditha Dwi Vata Hapsari]]>
<![CDATA[ Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 1 No. 2 (2022) ]]>
Publisher : <![CDATA[Fakultas Ekonomi dan Bisnis Universitas Brawijaya ]]>
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<![CDATA[In the midst of such intense competition, e-commerce companies must be keen to see every opportunity to grow and effectively come up with new breakthroughs so that people do not move and continue to transact with the company. Since its inception in 2012, Lazada has created a good flow of e-commerce business in Indonesia. However, during 2018-2020, Lazada's monthly website visits always ranked fourth. This study aims to analyze the factors that affect Lazada e-commerce loyalty. The type of research used is explanatory research. This study uses 110 respondents, who are Lazada E-Commerce customers. 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 customer experience has a positive and significant effect on loyalty, ease of use has a positive and significant effect on loyalty, and trust has a positive and significant effect on loyalty.]]>
<![CDATA[PENGARUH VIRAL MARKETING DAN BRAND AWARENESS TERHADAP INTENSI PEMBELIAN ]]>
<![CDATA[Mohammad Wilham Arfandi]]>;
<![CDATA[Moh. Erfan Arif]]>
<![CDATA[ Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 1 No. 2 (2022) ]]>
Publisher : <![CDATA[Fakultas Ekonomi dan Bisnis Universitas Brawijaya ]]>
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<![CDATA[Internet use in Indonesia has increased due to Covid-19 which requires all activities outside the home to be carried out online. Thus, there is an opportunity for each product to be promoted through the internet, be it social media or online shopping. The purposes of this research are to examine the effect of viral marketing and brand awareness on purchase intention. The type of this study is descriptive research that explains the characteristic and nature of the research. The sampling technique uses non-probability sampling and purposive sampling. The research collected data from 128 respondents by conducting a survey through online questionnaire. The research sample consisted of respondents aged over 18 years and respondents who had subscribed and were viewers (non-subscribers). to RANS Entertainment YouTube channel. SEM-PLS testing were used to analyzed the data with SmartPLS. From the results of the hypotheses testing, it can be concluded that viral marketing has not significant effect on purchase intention. Brand awareness has significant effect on purchase intention. In this study, it can be said that the viral marketing variable is not able to attract purchase intentions for Kopi Gilus Mix products while the brand awareness variable is able to attract purchase intentions.]]>
<![CDATA[PENGARUH DIMENSI SERVICE QUALITY TERHADAP CONSUMER SATISFACTION PADA LAYANAN DRIVE THRU ]]>
<![CDATA[Rana Amira Nirmala Putri]]>;
<![CDATA[Radityo Putri Handrito]]>
<![CDATA[ Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 1 No. 2 (2022) ]]>
Publisher : <![CDATA[Fakultas Ekonomi dan Bisnis Universitas Brawijaya ]]>
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<![CDATA[One of the company's strategies to survive during a pandemic and support this policy is to present a drive thru service system. many consumers are switching to alternative drive thru services to get products. For the company, customer satisfaction is one of the main keys to success. The objective of this research is to identify the effects of the dimensions of service quality on the satisfaction of drive thru service users in Malang city during the pandemic. This study is categorized as explanatory research since it explains the positions of tangibility, empathy, reliability, assurance, and responsiveness in affecting consumer satisfaction. Using purposive sampling with the criteria of individuals in Malang city with the minimum age of seventeen years who have used drive thru services during the pandemic, 364 people were selected as the sample. The results of the analysis performed in IBM Statistics SPSS 26 have led to findings that the five dimensions mentioned above are still applicable for the satisfaction of drive thru users in Malang city during the pandemic. Furthermore, tangibility and reliability are the only dimensions that are not relevant with consumer satisfaction in terms of drive thru service usage in Malang city during the pandemic.]]>
<![CDATA[PENGARUH EXPERIENTIAL MARKETING TERHADAP KEPUASAN PELANGGAN ]]>
<![CDATA[Reza Yudha Wardana]]>;
<![CDATA[Astrid Puspaningrum]]>
<![CDATA[ Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 1 No. 2 (2022) ]]>
Publisher : <![CDATA[Fakultas Ekonomi dan Bisnis Universitas Brawijaya ]]>
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<![CDATA[Customer satisfaction plays an important role in business. It is based on the fulfilment of customers’ wants and needs from products or services they have received because customers will be satisfied by products and services that suits their needs and preferences. Experiential marketing enables customers to distinguish certain products or services from the others because they can feel or get direct experiences. This type of marketing is used by companies or marketers in packaging their products, by which they can offer emotional experiences that touch customer’s heart and feelings. The objective of this research is to identify the effect of experiential marketing on the satisfaction of Coffee Shop’s customers. A number of 100 respondents was selected through the use of purposive sampling, to whom 5-point Likert-scaled questionnaires were distributed to acquire the primary data. The results of the multiple linear regression analysis performed in SPSS 22 have led to the finding that experiential marketing significantly influences customer satisfaction.]]>
