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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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PERCEIVED SECURITY TERHADAP CONTINUANCE INTENTION TO USE MELALUI PERCEIVED USEFULNESS PADA ZOOM Nadyah Nur Ghozihan; Dian Ari Nugroho
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 1 No. 4 (2022)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

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Abstract

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.
PENGARUH KUALITAS PELAYANAN TERHADAP LOYALITAS PELANGGAN DENGAN KEPUASAN PELANGGAN SEBAGAI MEDIATOR Amanullah Rasyid Rafi; Dian Ari Nugroho
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 1 No. 3 (2022)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

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Abstract

This research aims to examine the effect of Service Quality on Customer Loyalty with Customer Satisfaction as the mediating variable. The type of research is descriptive research which is part of empirical research the data is in a numerical form. The research collected 118 respondents through online questionnaires. The research sample consists of respondents as young as 20 years old and respondents who have used ShopeeFood in the last one-year period. SEM-PLS and hypothesis testing were used to analysed the data assisted by SmartPLS and Sobel Test. From the results of four hypotheses testing, it can be concluded that Service Quality has a positive effect on Customer Satisfaction. Service Quality has significant effect on Customer Loyalty. Furthermore, Customer Satisfaction has a positive effect on Customer Loyalty and can mediate the relationship between Service Quality and Customer Loyalty.
PENGARUH PANIC BUYING TERHADAP KEPUTUSAN PEMBELIAN Thufailah Cintantya Faatikah; Agung Yuniarinto
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 1 No. 3 (2022)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

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Abstract

Consumers’ purchase decision in response to the Covid-19 pandemic, in which they buy goods in remarkably large quantities due to perceived scarcity, is called panic buying. The objective of this quantitative research is to identify and analyse the effect of perception, fear of the unknown, coping behaviour, and social psychology on purchase decisions made in Indomaret convenience stores or minimarkets in Malang. The samples are 151 people with the minimum age of 17 years who have made any purchase at Indomaret outlets in Malang. The results of the multiple linear regression analysis indicate that fear of the unknown, coping behaviour, and social psychology significantly influence the purchase decision made in Indomaret convenience stores in Malang, while the effect of perception is insignificant. This means that consumer’s decision to make purchases at Indomaret outlets is determined by fear of the unknown, coping behaviour, and social psychology. Therefore, Indomaret convenience stores in Malang need to increase the effect from aspects that are directly seen by their customers.
PENGARUH CITRA MEREK, KUALITAS PRODUK DAN PROMOSI TERHADAP NIAT PEMBELIAN ULANG PRODUK ERIGO Aditya Hadi Wijaya; Raditha Dwi Vata Hapsari
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 1 No. 3 (2022)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

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Abstract

The increasingly advanced economic development in Indonesia has an impact on various types of businesses and businesses, one of which is the clothing or fashion business. Fashion itself is a type of business that places clothing products as its business axis. This study aims to determine the influence of brand image, product quality, and promotion on product repurchase intention. This type of research is explanatory research which explains and proves the relationship and influence between the independent and dependent variables. This study used a sample of 100 respondents and the distribution of the questionnaire was carried out in online media and groups concerned with Erigo products using the help of google forms. Sampling using random sampling method (random sampling). The sample consists of male and female respondents who are at least 15 years old and have used or purchased Erigo products. Data analysis using Multiple Linear Regression Analysis using SPSS ver. 25. The results of the analysis obtained in this study are brand image, product quality and promotion have a significant effect on repurchasing intention.
PENGARUH ORIENTASI PASAR DAN INOVASI PRODUK TERHADAP DAYA SAING DAN KINERJA PEMASARAN Sylvia Maylista; Gatot Wijayanto; Henni Noviasari
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 1 No. 2 (2022)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

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Abstract

This study aims to determine the effect of Market Orientation and Product Innovation on Competitiveness and Marketing Performance of Culinary MSMEs in Pekanbaru City. The population in this study is MSMEs that have Micro Small Business Permits (IUMK), which are 331 MSMEs, and the sample used in this study is 181 MSMEs using the slovin formula. Data collection was carried out through distributing questionnaires to Culinary MSME owners in Pekanbaru City. The analytical technique used in this study is path analysis with the help of SPSS to see the effect of the dependent variable on the independent variable. The results showed that market orientation and product innovation had a positive and significant effect on competitiveness. Market Orientation, Product Innovation and Competitiveness have a positive and significant impact on Marketing Performance. And Competitiveness positively and significantly mediates the effect of Market Orientation and Product Innovation on Marketing Performance on Culinary MSMEs in Pekanbaru City.
PENGARUH SOCIAL MEDIA MARKETING DAN e-WOM TERHADAP BRAND IMAGE SERTA DAMPAKNYA TERHADAP MINAT BELI Sulisti Yani; Gatot Wijayanto; Tengku Firli Musfar
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 1 No. 3 (2022)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

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Abstract

This study aims to determine the effect of social media marketing, electronic word of mouth and brand image as a mediation on interest in buying. The population in this study includes generation Z or teenagers at the age of 11-26 years in Pekanbaru City. The sampling technique used was Non-Probability Sampling, which does not provide the same requirements for each person. The number of samples used in this study using the Hair formula with a total of 145 respondents. To test the hypothesis in this study, path analysis was used with the help of SPSS version 26 software. Based on the results of the testing, it can be concluded that social media marketing, electronic word of mouth and brand image have a significant positive effect on buying interest. Social media marketing and electronic word of mouth have a significant positive effect on buying interest through brand image as a mediating variable. Suggestions for further writers, recommendations for further research are that this research can be further developed by adding other variables such as celebrity endorsers, influencer marketing, social media advertising, online advertising, online promotions or other variables that are in accordance with this research.
PENGARUH DIMENSI KUALITAS LAYANAN TERHADAP KEPUASAN NASABAH Miftah Khairuman; Noermijati Noermijati
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 1 No. 3 (2022)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

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Abstract

In winning the competition to win the hearts of bank customers, they must design a strategy regarding service quality. Banks as a sector of financial services, its performance will depend on whether the overall service is good or bad for its customers. The better the service from a bank, the relatively easier it will be to gain the trust of customers to deposit funds or apply for a loan at that bank. The purpose of this study is to identify the effects of tangibles, empathy, reliability, responsiveness, and assurance on customer satisfaction at PT. Bank Rakyat Indonesia (Persero) Tbk. Branch Office of Madiun. This study is considered as explanatory research since it explains the causal relationship between variables through hypothesis testing. The samples are 215 saving service customers of the bank, the number of which were set using Slovin formula. The data was analyzed using descriptive statistics and multiple linear regression, performed in SPSS version 26. This study finds that tangibles, empathy, reliability, responsiveness, and assurance significantly influence the satisfaction of the saving service customers of PT. Bank Rakyat Indonesia (Persero) Tbk. Branch Office of Madiun.
PENGARUH PERSEPSI KEMUDAHAAN TERHADAP NIAT BERKELANJUTAN DI MEDIASI OLEH KEPERCAYAAN Dafiq Ilham Akbar; Agung Yuniarinto
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 1 No. 4 (2022)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

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Abstract

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.
PENGARUH BRAND AMBASSADOR DAN KOREAN WAVE TERHADAP BRAND IMAGE DAN KEPUTUSAN PEMBELIAN Rika Widia Ningsih; Gatot Wijayanto; Marhadi Marhadi
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 1 No. 4 (2022)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

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Abstract

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.
PENGARUH CELEBRITY ENDORSER DAN BRAND TRUST TERHADAP KEPUTUSAN PEMBELIAN DAN KEPUASAN KONSUMEN Agus Santoso Siburian; Gatot Wijayanto; Henni Noviasari
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 2 No. 1 (2023): IN PRESS
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

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Abstract

This research at analyzing the effect of Celebrity Endorser and Brand Trust variables on Purchase Decisions and Consumer Satisfaction. This research was conducted on all people who use motorcycles in Pekanbaru City who have purchased an unknown number of Honda motorcycles. This research consists of four variables, namely one dependent variable, one intervening variable and two independent variables. These variables are Consumer Satisfaction (Y2), Purchase Decision (Y1), Brand Trust (X2) and Celebrity Endorser (X1). This research was conducted using a sample of 128 people. In terms of data analysis, this research uses path analysis method with the help of SPSS (Statistical Package for Social Science). Based on the hypothesis test, the research shows that Celebrity Endorser and Brand Trust simultaneously have a positive and significant effect on purchasing decisions. Celebrity Endorser, Brand Trust and Purchase Decision simultaneously have a positive and significant effect on Consumer Satisfaction. Celebrity Endorser has a positive and significant effect on consumer satisfaction through Purchase Decision as an intervening variable, Brand Trust variable has a positive and significant effect on Consumer Satisfaction through Purchase Decision as an intervening variable.

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