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<![CDATA[PENGARUH E-SERVICE QUALITY, E-WORD OF MOUTH, DAN E-CUSTOMER TRUST TERHADAP REPURCHASE INTENTION PENGGUNA E-COMMERCE ]]>
<![CDATA[Adiyatma Rozan Mahendra]]>;
<![CDATA[Mugiono]]>
<![CDATA[ Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 1 No. 4 (2022) ]]>
Publisher : <![CDATA[Fakultas Ekonomi dan Bisnis Universitas Brawijaya ]]>
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<![CDATA[Massive development especially in technology will remain in Indonesia. Such advancement drives internet-based service providers, in this case Gojek Indonesia, to make use of technological innovations. In order to stay in the competition, the company has to encourage their customers to make repurchases through their offers. The goal of this research is to identify the effects of e-service quality, e-word of mouth, and e-customer trust on the repurchase intention of Gojek users with productive age in Malang city. Using non-probability sampling method and purposive sampling technique with the criteria of Gojek user with the minimum age of 17 years living in Malang city who have made at least two purchases through the application, 115 people were selected as the respondents of this explanatory research. The results of the questionnaire were preliminary assessed using validity and reliability tests, while classical assumption test was conducted prior to the multiple linear regression analysis in SPSS version 25. This study finds that e-service quality, e-word of mouth, and e-customer trust partially have positive and significant effects on repurchase intention. This fact indicates that increases in e-service quality, e-word of mouth, and e-customer will be followed by higher repurchase intention among Gojek users in Malang city.]]>
<![CDATA[PENGARUH KOREAN WAVE, PARASOCIAL RELATIONSHIP, DAN BRAND AMBASSADOR TERHADAP BRAND LOYALTY ]]>
<![CDATA[Masyitoh Febriatin Ningsih]]>
<![CDATA[ Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 1 No. 4 (2022) ]]>
Publisher : <![CDATA[Fakultas Ekonomi dan Bisnis Universitas Brawijaya ]]>
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<![CDATA[Hallyu or commonly known as the Korean wave includes Korean traditional culture which is then combined with various fields, such as in music there is K-Pop, in the field of food K-Food, in the field of fashion known as K-Style, and also in the field of film or drama better known as K-Movie or K-Drama. K-Pop fans are said to be loyal fans because of the parasocial relationship that occurs between fans and idol characters. Therefore, fans will enthusiastically buy or use products advertised by idol characters. This study aims to identify the effect of Korean wave, parasocial relationship, and brand ambassador on the loyalty of Shopee users in Malang. This is explanatory research, which explains the relationships between variables being studied. The data of this research was harvested from online questionnaires through Google Forms, distributed to 100 Shopee users in Malang as the sample. Here multiple linear regression analysis was conducted in IBM SPSS 28.0. this study finds that Korean wave does not significantly influence the brand loyalty of Shopee users in Malang city, that parasocial relationship does not significantly affects the brand loyalty of Shopee users in Malang city, and that brand ambassador positively and significantly influences the brand loyalty of Shopee users in Malang city. ]]>
<![CDATA[PENGARUH PERCEIVED EASE OF USE DAN PERCEIVED USEFULNESS TERHADAP ATTITUDE TOWARD USING SERTA DAMPAKNYA TERHADAP BEHAVIORAL INTENTION ]]>
<![CDATA[Ivan Rifqi Ramadya]]>
<![CDATA[ Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 1 No. 4 (2022) ]]>
Publisher : <![CDATA[Fakultas Ekonomi dan Bisnis Universitas Brawijaya ]]>
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<![CDATA[The current use of technology has made banks provide better services to their client, one of which is by launching information technology-based banking transaction service media, i.e. mobile banking. Bank Rakyat Indonesia ranked second in mobile banking users in 2020 with the percentage of 20.5 percent. However, the rate decreased to 17 percent in 2021. This is an indication that the behavioral intention of Indonesians to use the mobile banking service of Bank Rakyat Indonesia is not optimal. The sample of this explanatory research was selected using non-probability sampling method and purposive sampling technique, from which 170 users of the mobile banking service were selected as the sample. The data was analyzed in Lisrel 8.8 This study finds that perceived ease of use positively and significantly influences perceived usefulness, perceived ease of use positively and significantly influences attitude toward using, perceived usefulness positively and significantly influences attitude toward using, attitude toward using positively and significantly influences behavioral intention, perceived ease of use positively and significantly influences behavioral intention, dan perceived usefulness positively and significantly influences behavioral intention.]]>
<![CDATA[ANALISIS E – SERVICE QUALITY PADA APLIKASI STUDENT ADMISSION SMB TELKOM UNIVERSITY ]]>
<![CDATA[Astriyani Sijabat]]>;
<![CDATA[Sri Widaningsih]]>;
<![CDATA[Ati Mustikasari]]>
<![CDATA[ Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 1 No. 4 (2022) ]]>
Publisher : <![CDATA[Fakultas Ekonomi dan Bisnis Universitas Brawijaya ]]>
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<![CDATA[Telkom University is the best private university with the No.1 ranking in Indonesia which has changed the entire process of accepting prospective students using technology that is currently developing. The number of registrants that continues to increase in each year of admission makes Telkom University innovate to simplify the registration process for prospective students by creating a website-based application called "Student Admission" which is connected from the SMB Telkom website. The purpose of this study is to measure the dimensions of E - Service Quality contained in the Student Admission application on the quality and satisfaction of prospective new students at Telkom University. The method used in this research is descriptive quantitative method with the data used are primary data and secondary data, data collection techniques using interviews, observations, and questionnaires. Data collection using a population of prospective new students with a sample of 100 respondents. In this research, the dataanalysis technique used is descriptive analysis with the Importance Performance Analysis (IPA) and CustomerSatisfaction Index (CSI) methods. The results of the calculation of descriptive analysis show that reality and expectations get a score of 84.14 (very good) and 87.76 (very important). In the CSI calculation results, the result is 80.50 which indicates that prospective new students are satisfied with the Student Admission application service. The Importance Performance Analysis method shows that in quadrant A (top priority) regarding website access, information, features, PIN validation, theservices provided need to be improved.]]>
<![CDATA[PERCEIVED SECURITY TERHADAP CONTINUANCE INTENTION TO USE MELALUI PERCEIVED USEFULNESS PADA ZOOM ]]>
<![CDATA[Nadyah Nur Ghozihan]]>;
<![CDATA[Dian Ari Nugroho]]>
<![CDATA[ Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 1 No. 4 (2022) ]]>
Publisher : <![CDATA[Fakultas Ekonomi dan Bisnis Universitas Brawijaya ]]>
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<![CDATA[This study aims to determine the effect of perceived security on continuance intention to use through perceived usefulness in using the Zoom application in Malang. The influence studied is the direct and indirect effect of the variables. This study used a sample of 110 respondents with purposive sampling as a sampling technique. The sample criteria are active students of the University of Brawijaya undergraduate study program who are more than 18 years old and have used the Zoom application. The test equipment used is the research instrument test, sobel test, and path analysis. From the test results, it can be concluded that perceived security has a significant direct effect on perceived usefulness. Perceived security also has a significant direct effect on continuance intention to use. Perceived usefulness also has a significant direct effect on continuance intention to use. And the test results show that perceived security has an indirect effect on continuance intention to use which is mediated by perceived usefulness.]]>
<![CDATA[PENGARUH PERSEPSI KEMUDAHAAN TERHADAP NIAT BERKELANJUTAN DI MEDIASI OLEH KEPERCAYAAN ]]>
<![CDATA[Dafiq Ilham Akbar]]>;
<![CDATA[Agung Yuniarinto]]>
<![CDATA[ Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 1 No. 4 (2022) ]]>
Publisher : <![CDATA[Fakultas Ekonomi dan Bisnis Universitas Brawijaya ]]>
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<![CDATA[This study was conducted on the users of Netflix, a video-on-demand streaming service provider, in Malang city. The independent variable is perceived ease of use (X), while the mediating variable is trust (Z), and the dependent variable is continuance intention (Y). The objective of this research is to identify and analyze the effect of perceived ease of use on continuance intention with the mediation of trust. Since this study aims to explain the relationship between or the effect of variables being studied, this research is categorized as causal research. The respondents of this research are 130 users of Netflix in Malang city. The data was harvested from the respondents through Likert scaled questionnaires and was analyzed using path analysis to identify the direct and indirect effects. The research instruments were assessed using validity and reliability tests performed in SPSS 25. This study finds that perceived ease of use directly has a positive and significant effect on continuance intention and the trust of the users. Furthermore, trust positively and significantly affects continuance intention and is able to mediate the effect of perceived ease of use on continuance intention.]]>
<![CDATA[PENGARUH BRAND AMBASSADOR DAN KOREAN WAVE TERHADAP BRAND IMAGE DAN KEPUTUSAN PEMBELIAN ]]>
<![CDATA[Rika Widia Ningsih]]>;
<![CDATA[Gatot Wijayanto]]>;
<![CDATA[Marhadi Marhadi]]>
<![CDATA[ Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 1 No. 4 (2022) ]]>
Publisher : <![CDATA[Fakultas Ekonomi dan Bisnis Universitas Brawijaya ]]>
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<![CDATA[The phenomenon of the Korean Wave which created fanatical fans indirectly also shaped the lifestyle of the fans themselves. In this phenomenon, Korean Wave fans consume a cultural product. Korean culture has been exposed all over the world. This study aims to determine the effect of Brand Ambassador and Korean Wave on Brand Image and Purchase Decision of Nature Republic Brand at Pekanbaru city. The study was conducted on Nature Republic consumers who live in the city of Pekanbaru by distributing questionnaires to 112 respondents as samples. The sampling technique used in this study is non-probability sampling. Data analysis method using Structural Equation Modeling- Partial Least Square (SEM-PLS) using Warp-PLS software version 6.0. The results of the research show that Brand Ambassador and Korean Wave have a significant effect on Brand Image. Brand Image, Brand Ambassador, and Korean Wave have a significant effect on purchasing decisions. Brand Ambassador and Korean Wave have a significant effect through Brand Image on Brand Nature Republic at Pekanbaru city.]]>
<![CDATA[PENGARUH PENGGUNAAN ARTIFICIAL INTELLIGENCE TERHADAP CUSTOMER LOYATY DENGAN CITRA MEREK SEBAGAI VARIABEL MEDIASI ]]>
<![CDATA[Muhammad Abyan Ramadhana]]>;
<![CDATA[Ananda Sabil Hussein]]>
<![CDATA[ Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 1 No. 4 (2022) ]]>
Publisher : <![CDATA[Fakultas Ekonomi dan Bisnis Universitas Brawijaya ]]>
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<![CDATA[This research discusses about how artificial intelligence and brand image influence customer loyalty on Tokopedia application users in South Jakarta, the Special Capital Region of Jakarta, Indonesia. The objective of this quantitative study is to test and analyse the influence of artificial intelligence on customer loyalty, the influence of artificial intelligence on brand image, the influence of brand image on customer loyalty, and the influence of artificial intelligence on customer loyalty with the mediation of brand image in the context of Tokopedia application users in South Jakarta, the Capital Region of Jakarta, Indonesia. This study is a quantitative study. Using purposive sampling technique, 103 people of South Jakarta, the Capital Region of Jakarta, Indonesia were selected as the respondents. The analysis were conducted by utilizing PLS (Partial Least Square), performed in SmartPLS 3. This study finds that artificial intelligence positively and insignificantly influences customer loyalty, that artificial intelligence positively and significantly influences brand image, that brand image positively and significantly impacts customer loyalty, and that brand image mediates the relationship between artificial intelligence and customer loyalty.]]>
<![CDATA[PENGARUH BAURAN PEMASARAN TERHADAP KEPUTUSAN PEMBELIAN ULANG PAKET NETFLIX ]]>
<![CDATA[Maychel Ferry Hendrawan]]>
<![CDATA[ Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 1 No. 4 (2022) ]]>
Publisher : <![CDATA[Fakultas Ekonomi dan Bisnis Universitas Brawijaya ]]>
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<![CDATA[Marketing mix is one of the instruments for conducting marketing activities as it can be a key factor for increasing repeat purchase value. Appropriate and effective marketing-mix activities can make consumers repeat their purchases. The objective of this research is to identify the effects of product, promotion, price, and place on the repeat purchase of Netflix. This digital streaming service was first made available in Indonesia in January 2016 and has attracted people’s interest since then by offering original contents. The respondents of this quantitative research are 100 Netflix users who have made repeat purchase. Using descriptive analysis and multiple linear regression, this study finds that product has a significant effect on the repeat purchase, while promotion, price, and place do not. The appropriate and effective marketing mix to be applied to stimulate repeat purchase for Netflix package is product improvements in terms of quality, display, and variants.]]>
<![CDATA[PENGARUH PERCEIVED USEFULNESS, PERCEIVED EASE OF USE TERHADAP PURCHASE INTENTION DAN ATTITUDE TOWARD USING SEBAGAI MEDIASI ]]>
<![CDATA[Muhammad Tsabit AlBanani]]>;
<![CDATA[Raditha Dwi Vata Hapsari]]>
<![CDATA[ Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 1 No. 4 (2022) ]]>
Publisher : <![CDATA[Fakultas Ekonomi dan Bisnis Universitas Brawijaya ]]>
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<![CDATA[Changes of people’s lifestyle from traditional to modern has made startup businesses develop rapidly. This should be addressed well by Shopee by improving the quality of their application. The objective of this research is to identify the effects of perceived ease of use and perceived usefulness on the intention of Anwarul Huda Islamic Boarding School’s students in Malang city to purchase via Shopee with the mediation of attitude toward using. The sample of this explanatory research was selected using saturated sampling, resulted in 144 respondents. The data was harvested through Likert-scaled questionnaires and was assessed using Outer Model, Inner Model, and Mediation Tests in SmartPLS 3.0. The data assessment results show that, from the direct effect testing to five variables, there are two test results that do not have any effect; they are Perceived Ease of Use (PEOU) on Attitude Toward Using and Perceived Usefulness (PU) on Purchase Intention (PI). From the indirect effect testing to two variables, there is one testing result that does not have any effect; that is Perceived Ease of Use (PEOU) on Purchase Intention (PI) through Attitude Toward Using as the mediator. Therefore, Shopee should consider the use of marketing strategies that include feature development and enhancement in their application.]]>
