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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 200 Documents
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PENGARUH KOREAN WAVE, PARASOCIAL RELATIONSHIP, DAN BRAND AMBASSADOR TERHADAP BRAND LOYALTY Masyitoh Febriatin Ningsih
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 1 No. 4 (2022)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

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Abstract

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.  
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.
PENGARUH KUALITAS LAYANAN, CITRA MEREK, PERSEPSI HARGA, DAN KELOMPOK REFERENSI TERHADAP LOYALITAS PELANGGAN Muhammad Reykhan; Wahdiyat Moko
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 1 No. 1 (2022)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

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Abstract

Many competitors with the same segment as Kopi Kenangan emerged as competitors such as Excelso and Starbucks. Customer loyalty is needed so that Kopi Kenangan remains superior and survives in the market. The purpose of this study is to identify the effects of service quality, brand image, price perception, and reference group on the loyalty of Kopi Kenangan customers in Malang city. The type of research conducted in this research is explanatory research. The sampling technique used was non-probability sampling with purposive sampling and survey methods. The data of this quantitative research was obtained from online questionnaires distributed to 95 respondents. The results of the multiple linear regression analysis have led to a finding that service quality, brand image, price perception, and reference group have positive and significant effects on the loyalty of Kopi Kenangan customers in Malang city. The results of this study can be used as a reference in increasing customer loyalty, especially in the coffee business in Malang city.
NIAT VIEWERS MEMILIH VIDEO PROGRAM MATA NAJWA PADA PLATFORM YOUTUBE: DALAM KAJIAN PRODUCT QUALITY DAN BRAND TRUST Ni'matul Laili Fitriana; M. Abdi Dzil Ikhram W.
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 1 No. 2 (2022)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

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Abstract

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.
PENGARUH CITRA MEREK, PERCEIVED VALUE, DAN PENGALAMAN PELANGGAN TERHADAP LOYALITAS PENGGUNA IPHONE Debbi Rangga Pradida; Nanang Suryadi
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 1 No. 1 (2022)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

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Abstract

The objective of this research is to identify the effects of brand image, perceived value, and customer experience on the loyalty of iPhone users in Malang city. This is an explanatory research because it explains causal relationships between variables through hypothesis testing. The sample was selected using non-probability sampling method and purposive sampling technique, resulting in 150 respondents. The data analysis includes descriptive analysis, classical assumption test, multiple linear regression, and hypothesis testing. This study finds that brand image, perceived value and customer experience positively and significantly influence the loyalty of iPhone users in Malang city. This study also finds that iPhone is a smartphone brand with technological superiority and that the values contained in iPhone meet the customers expectation prior to the purchase of the product. Furthermore, the product influences customer loyalty. The experience of using iPhone ensures that users will choose iPhone as their smartphones in the future. This means that the loyalty of iPhone users in Malang city is affected by brand image, perceived value, and customer experience.
PENGARUH PRODUCT QUALITY, PERCEIVED PRICE, DAN PROMOTION TERHADAP CUSTOMER SATISFACTION Ahmad Zaki Pratama; Sri Palupi Prabandari
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 1 No. 1 (2022)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

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Abstract

In the era of competition, competition between companies is getting tougher in every company to observe and know the wants and needs of consumers. This research aims to identify and analyze the effects of product quality, perceived price, and promotion on the satisfaction of Eiger customers in Malang. This research uses quantitative research with descriptive verification approach. Using purposive sampling method, 116 students of Universitas Brawijaya who have made at least one purchase of Eiger products. The data was harvested from questionnaires, library research, and web browsing and was analyzed using multiple linear regression in SPSS 25. This study finds that product quality, perceived price and promotion partially influence customer satisfaction. Product quality, perceived price and promotion explain 61,3% of the customer satisfaction, the remaining 38,7% is explained by other variables not included in this research. The implementation of product quality, perceived price, and promotion on Eiger products in the city of Malang is classified as very good and very good in creating customer satisfaction.
PENGARUH INOVASI PRODUK, KUALITAS PELAYANAN, DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN PRODUK KOPI KENANGAN Aini Adrianti Putri; Mugiono Mugiono
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 1 No. 2 (2022)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

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Abstract

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.
PENGARUH RELATIONSHIP MARKETING TERHADAP LOYALITAS PELANGGAN Dea Andreas Pratama Gultom; Fatchur Rohman
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 1 No. 3 (2022)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

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Abstract

One of the concepts that can be used to increase customer loyalty is the concept of a customer-oriented company. Especially for companies engaged in services, the services provided to consumers are very crucial. One strategy that can be used to increase customer loyalty is by implementing a relationship marketing strategy. The objective of this explanatory research is to identify the effects of relationship marketing on the loyalty of Bank Sinarmas’ customers. the sample of this research is 100 respondents, selected using non-probability sampling method and purposive sampling technique. The data was analyzed using multiple linear regression analysis in SPSS 25. Relationship marketing aims to instill added values to customers to create loyalty. This study finds that trust significantly influence customer loyalty and that commitment, communication, and conflict handling do not significantly affect customer loyalty. These results indicate that the trust variable can be an additional marketing strategy for Bank Sinarmas so that it continues to encourage customers to remain loyal to Bank Sinarmas products.

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