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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 20 Documents
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Search results for , issue "Vol. 2 No. 2 (2023): IN PRESS" : 20 Documents clear
PENGARUH PRODUCT USABILITY DAN CASHBACK PROMOTION TERHADAP LOYALITAS PENGGUNA “OVO” MELALUI KEPUASAN Amirul shabri; Sri Restuti; Henni Noviasari
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 2 No. 2 (2023): IN PRESS
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

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Abstract

This study aims to examine the effect of Product Usability and Cashback Promotion on User Loyalty of the "OVO" digital wallet through user satisfaction in Z Generation  in Pekanbaru City. The population in this study includes Z generation people who are domiciled in Pekanbaru City who use the OVO digital wallet with a sample size of 115 Z generation  of Pekanbaru City and with the Non-Probability Sampling technique. Data analysis using SEM-PLS with the help of SmartPLS.4.0 software.The results of this study indicate that (1) Product Usability has a positive and significant effect on satisfaction; (2) Cashback Promotion has a positive and significant effect on satisfaction; (3) product usability has a positive and significant effect on loyalty; (4) Cashback Promotion has a positive and significant effect on Loyalty; (5) Cashback Promotion has a positive and significant effect on Loyalty; (6) Product Usability has a significant positive effect on Loyalty through Satisfaction; (7) Cashback Promotion has a significant positive effect on Loyalty through Satisfaction.
ANALISIS PENGARUH KUALITAS PRODUK DAN BRAND AWARENESS TERHADAP PURCHASE INTENTION KONSUMEN Fauzan Fadlansyah; Radityo Putro Handrito
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 2 No. 2 (2023): IN PRESS
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

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Abstract

The objective of this research is to identify the effect of product quality and brandawareness on the purchase intention of Big Buster Burger’s customers. This research uses the explanatory type in order to explain the relationship between dependent and independent variables. The data was acquired from Google Forms questionnaires distributed through social media, and the analysis was conducted in IBM SPSS. This study finds that product quality significantly influences purchase intention, and that brand awareness also affects purchase intention. Therefore, it can be concluded that product quality and brand awareness can influence the purchase intention of Big Buster Burger’s customers.
PENGARUH MOTIVASI INTRINSIK DAN PERSEPSI NILAI TERHADAP KEPUASAN DAN NIAT BERKELANJUTAN KONSUMEN Rojja Tri Aksa; Gatot Wijayanto; Rendra Wasnury
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 2 No. 2 (2023): IN PRESS
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

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Abstract

This study aims to determine the effect of intrinsic motivation and perceived value on satisfaction and continuance intentions of lazada consumers in riau university student. Data collection techniques in this research are literature study and questionnaires. The sampel in this study was Riau University students who had used the Lazada application with a total of 120 sampels. The sampling method used in this research is proportional random sampling. Data processing uses the SEM-PLS method with smartpls 3.2.9 software. The results of this study indicate that intrinsic motivation has a significant effect on consumer continuance intention, perceived value has a significant effect on consumer continuance intention, intrinsic motivation has a significant effect on consumer satisfaction, perceived value has a significant effect on consumer satisfaction, consumer satisfaction has a significant effect on consumer continuance intention, intrinsic motivation significant effect on consumer continuance intention through consumer satisfaction, perceived value has a significant effect on consumer continuance intention through consumer satisfaction.
PENGARUH STORE ATMOSPHERE, KUALITAS PELAYANAN DAN PROMOSI TERHADAP LOYALITAS KONSUMEN Mochamad Rizki Abdul Mughni; Ananda Sabil Hussein
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 2 No. 2 (2023): IN PRESS
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

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Abstract

There are more than 500 coffee shops in Malang city. The number, by itself, illustrate the fierce competition in this area. Therefore, factors that can influence customer loyalty need to be identified. The objective of this research is to identify the effects of store atmosphere, service quality, and promotion on customer loyalty. the respondents of this research are 100 people in Malang city who have visited Nakoa Coffee Shop. The data was harvested from online questionnaire and was analyzed using multiple linear regression in SPSS. This study finds that store atmosphere, service quality, and promotion significantly influence customer loyalty. the fact is an indication that better store atmosphere, service quality, and promotion will lead to higher loyalty among Nakoa customers in Malang city.
PENGARUH KUALITAS PELAYANAN, KEPUASAN PELANGGAN, DAN USER INTERFACE TERHADAP LOYALITAS PELANGGAN SELAMA MASA PANDEMI COVID-19 Angga Oktavianus Matondang; Raditha Hapsari
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 2 No. 2 (2023): IN PRESS
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

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Abstract

The objective of this research is to identify the effects of service quality, customer satisfaction, and user interface on the loyalty Shopee application users during the Covid-19 pandemic. This descriptive research explains riable being studied and the relationship between the variables through hypothesis testing. The respondents of this research are 100 people who have used Shopee, to whom questionnaires were distributed through Google Forms. The data was analyzed using multiple linear regression, and the hypotheses were tested using t-test, performed in SPSS 26. This study finds that service quality, customer satisfaction, and user interface positively and significantly influence the loyalty of Shopee users. Therefore, Shopee needs to improve service quality, customer satisfaction, and user interface by, for example ensuring that the product sent to buyers suits the description in the application, penalizing took online that violates the agreement, adding new colors and features in user interface customization, and addressing delivery delays beyond the set estimation.
PENGARUH PEMASARAN HIJAU TERHADAP KEPUTUSAN PEMBELIAN DAN DIMEDIASI OLEH CITRA PERUSAHAAN Irvan Mufid; Moh Erfan Arif
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 2 No. 2 (2023): IN PRESS
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

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Abstract

This study aims to determine the effect of green marketing on purchase decisions and is mediated by brand image on H&M consumers. This type of research is explanatory research which explains the causal relationship between variables through hypothesis testing with quantitative analysis methods. This study used a sample of 105 respondents who were drawn from a population of H&M consumers who were scattered and able to access questionnaires. Sampling using purposive sampling technique. The characteristics of the selected sample are, at least 15 years old and maximum 30 years old, are H&M consumers, and have made purchases at H&M. The test instrument used to test the instrument of this research is descriptive analysis and path analysis which is supported by validity and reliability tests. From the results of the study it can be concluded that the green marketing variable has a significant influence on purchasing decisions and can be mediated by brand image on H&M consumers.
PENGARUH LINGKUNGAN TOKO DAN HEDONIC SHOPPING MOTIVATION TERHADAP PERILAKU IMPULSE BUYING DENGAN EMOSI POSITIF SEBAGAI VARIABEL MEDIASI Anzila Nada Shofi Azkiya; Bayu Ilham Pradana
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 2 No. 2 (2023): IN PRESS
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

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Abstract

 The objective of this research is to identify the effects of store environment and hedonic shopping motivation on impulse buying behavior with positive emotion at Sociolla Store of MOG  in Malang City. This research is a quantitative study which tries to assess the causal relationship between variables of store environment, hedonic shopping motivation, impulse buying, and positive emotion. From the population of customers of Sociolla Store of Malang Olympic Garden in Malang City, 160 people were selected as the respondents. They must be people with the minimum age of 17 years and have made at least one purchase in the store. The data was analyzed using Path Analysis. This research finds that store environment and hedonic shopping motivation significantly influence positive emotion that hedonic shopping motivation significantly affects impulse buying, and that store environment has no significant effect on impulse buying. Further, positive emotion mediates the influence of store environment and hedonic shopping motivation on impulse buying.
STRATEGI KOMUNIKASI PEMASARAN DAN STRATEGI BISNIS USAHA DALAM MENINGKATKAN JUMLAH KONSUMEN Muhammad Hanief Al Kautsar; Desi Tri Kurniawati
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 2 No. 2 (2023): IN PRESS
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

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Abstract

This study aims to determine and analyze the marketing communication strategy and business strategy of Burger Cubit Indonesia (BUCIN) in increasing the number of consumers in Malang City. This type of research is descriptive qualitative with data collection techniques using interviews and documentation. Researchers used 4 informants, the informant is the owner of the culinary business and 3 others are customers of BUCIN located in Malang City. The data analysis carried out is using Miles and Huberman Analysis. The results showed that the marketing communication strategy applied by BUCIN is to use social media as an advertising medium, promo activities in the form of discounts and giveaways as promotional tools, as well as sadaqah and pop up kitchen activities as public relations tools. The business strategy applied by BUCIN is to sell mini-sized burger products with variants of archipelago flavors that are different from other burger outlets, open the Kebab Pokemon (KEPO) line and provide affordable prices.
PENGARUH CELEBRITY ENDORSEMENT DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN Luthfila Akbar Maulana; Siti Aisjah
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 2 No. 2 (2023): IN PRESS
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

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Abstract

The objective of this research is to identify the direct and indirect effects of celebrity endorsement and brand image on the decision of Move community members in Malang to purchase CVT-transmission scooters of Vespa. This explanatory research explains the causal relationships between variables through hypothesis testing. Using purposive sampling, 100 members of Move within the age range of 15-38 years who live in Malang city, know about Vespa’s CVT-transmission scooter, and have purchased the scooter were selected as the respondents. The research data was harvested from questionnaires, library research, and internet browsing, assessed using validity test, reliability test, and classical assumption test, and analyzed using multiple linear regression. All of the processes were performed in SPSS 21. This study finds that celebrity endorsement and brand image positively and significantly influence the purchase decision.
PENGARUH ONLINE ADVERTISING, BRAND AWARENESS, DAN KEPERCAYAAN TERHADAP LOYALITAS KONSUMEN Vivin Anis Safitri; Mugiono Mugiono
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 2 No. 2 (2023): IN PRESS
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

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Abstract

Maintaining customers is important for the business sustainability of any company. The fierce competition can increase and decrease customer loyalty. This research focuses on the role of online advertising, brand awareness, and trust in affecting customer loyalty towards Hazz Kopi’s products. The objective of this research is to identify the magnitude of the simultaneous and partial effects of online advertising, brand awareness, and trust on the loyalty of Hazz Kopi’s customers. The population of this quantitative explanatory research is Hazz Kopi’s customers for a three-month period, from which 55 people were selected as the sample through the use of simple random sampling technique. The data was harvested via Google Forms questionnaires and was analyzed using multiple linear regression, t test, F test, and coefficient of determination test in SPSS. This study finds that online advertising positively but insignificantly influences customer loyalty, that brand awareness positively and significantly affects customer loyalty, that trust positively and significantly influences customer loyalty, and that online advertising, brand awareness, and trust simultaneously have a significant impact on the loyalty of Hazz Kopi’s customers.

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