cover
Filter by Year
Jurnal Manajemen Pemasaran
Jurnal Managemen Pemasaran dipublikasikan secara berkala setiap tahun oleh Program Studi Manajemen Pemasaran Universitas Kristen Petra Surabaya. Tujuan Jurnal Manajemen Pemasaran adalah: 1. Menyebarluaskan pengetahuan, penemuan, dan pengembangan ilmu pemasaran secara teori maupun praktis melalui hasil-hasil riset. 2. Mengakomodasi hasil-hasil riset ilmiah denga dunia bisnis yang membutuhkan. 3. Memotivasi para peneliti pemasaran dan praktisi bisnis untuk mempublikasikan hasil temuan dalam bidangmya.
Articles
35
Articles
PENGARUH DIGITAL MARKETINGTERHADAP ORGANIZATIONAL PERFORMANCE DENGANINTELLECTUAL CAPITAL DAN PERCEIVED QUALITYSEBAGAI VARIABEL INTERVENING PADA INDUSTRI HOTEL BINTANG TIGA DI JAWA TIMUR

Prabowo, Willy Andrian

Jurnal Manajemen Pemasaran Vol 12, No 2 (2018): OKTOBER 2018
Publisher : Institute of Research and Community Outreach - Petra Christian University

Show Abstract | Original Source | Check in Google Scholar |

Abstract

The influence of Digital Marketing on Organizational Performance with Intellectual Capital and Perceived Quality as an intervening variables in Three Star Hospitality Industry in East Java.The growth of tourism in Indonesia is growing abundantly. People’s desire for vacation is developing through the years. This enables intense competiton in the Hospitality Industry in East Java.This research aims to analyze the influece of Digital Marketing (Interactive, Incentive Programs, Site design, Cost), to Organizational Performance in Hotel Industry in East Java with Intellectual Capital (Human Capital, Customer Capital, Structural Capital) and Perceived Quality (Tangibles, Reliability, Responsiveness, Assurance, Empathy), as an intervening variables.This research was conducted by distributing questionnaires to 120 respondents internal employees of Three Star Hotel in East Java. Analytical technique used in technical quantitative analysis with path analysis method

ANALISIS IDENTITAS MEREK, LOYALITAS MEREK, CITRA MEREK, DAN KEPERCAYAAN MEREK TOYOTA

Zebuah, Ade Jermawinsyah

Jurnal Manajemen Pemasaran Vol 12, No 2 (2018): OKTOBER 2018
Publisher : Institute of Research and Community Outreach - Petra Christian University

Show Abstract | Original Source | Check in Google Scholar |

Abstract

Consumer needs in vehicles is increasing, it triggers any car companies to create great brand identity in order to gain brand trust from consumen. Perception of brand from consumen is affect to gain brand trust which is have great deal to brand loyalty. This research is aiming to analyze the influence of brand identity on brand loyalty with brand image and brand trust as an intervening variable. This research will be done by distributing 100 questionnairs to the respondents who have buy or used Toyota. Analysis techniques that will be used is quantitative analysis with Smart-PLS method. Research shows that brand identity influences brand image, but has no influences to brand trust, brand image influences brand trust. Also brand image and brand trust influences loyalty of Toyota’s brand.

PENGARUH PERCEIVED SERVICE QUALITY TERHADAP REPURCHASE DAN CUSTOMER SATISFACTION SEBAGAI VARIABEL INTERVENING PADA FAST FOOD RESTAURANT DI SURABAYA

Saintz, Jocellynne

Jurnal Manajemen Pemasaran Vol 12, No 2 (2018): OKTOBER 2018
Publisher : Institute of Research and Community Outreach - Petra Christian University

Show Abstract | Original Source | Check in Google Scholar |

Abstract

The purpose of this research aims to analyze the effects of Perceived Service Quality towards Repurchase with Customer Satisfaction as an intervening variabel  inFast food restaurant. This research was conducted by distributing questionnaires to 100 respondents who were customers of Fast food restaurants who had made transactions in the last six month. This research use the Perceived service quality (X1) variable with the indicators Reliability, Responsiveness, Assurance, Empathy, Tangible, Customer satisfaction variable (Y1) with the indicators Fulfillment, Pleasure, Ambivalance, Repurchase variable (Z1) with the indicators Interest, Pleasure-based value, Sign value, Risk Pribability, dan Risk. The results show: (1) Perceived service quality influence significantly effect customer satisfaction; (2) Perceived service quality affect significantly effect repurchase; (3) customer satisfaction has a significant impact on repurchase

ANALISA PENGARUH SERVICE QUALITY TERHADAP BEHAVIORAL INTENTIONS DENGAN PERCEIVED VALUE DAN CUSTOMER SATISFACTION SEBAGAI VARIABEL INTERVENING PADA PENDIDIKAN TINGGI

Tandijaya, Trixie Nova Bella

Jurnal Manajemen Pemasaran Vol 12, No 2 (2018): OKTOBER 2018
Publisher : Institute of Research and Community Outreach - Petra Christian University

Show Abstract | Original Source | Check in Google Scholar |

Abstract

The importance of maintaining the quality of education of a country, making education in Indonesia also continues to make improvements both from the Elementary School level to the University level. At the University level alone, there is increasing competition between the State and Private Universities to produce more and more qualified graduates. So many universities are starting to think of strategies to win the competition. One of them by maintaining the Service Quality they provide. This study aims to determine the effect of Service Quality on Behavioral Intention or the tendency to behave, with perceived value and customer satisfaction as intervening variable high education students 2012-2016. The results of this study indicate that service quality has a positive and significant influence on perceived value and behavioral intentions, perceived value positively and significantly influence customer satisfaction and behavioral intentions, and customer satisfaction positively and significantly influence behavioral intentions. The results of this study also show that perceived value and customer satisfaction as intervening variables do not successfully mediate the relationship between service quality and behavioral intentions

PROMOSI MELALUI SOSIAL MEDIA, BRAND AWARENESS, PURCHASE INTENTION PADA PRODUK SEPATU OLAHRAGA

Semuel, Hatane, Yohanes Setiawan, Kelvin

Jurnal Manajemen Pemasaran Vol 12, No 1 (2018): APRIL 2018
Publisher : Institute of Research and Community Outreach - Petra Christian University

Show Abstract | Original Source | Check in Google Scholar |

Abstract

Penelitian menganalisa pengaruh promosi, brand awareness, dan purchase intention produk sepatu olahraga di Surabaya melalui sosial media. Sosial media yang digunakan berpromosi berupa foto produk ataupun potongan harga dipublikasikan di Instagram, facebook, dan twitter. Sampel penelitian 100 responden masyarakat Surabaya yang telah melihat promosi di sosial media sepatu olahraga Specs. Pengukuran promosi (X1) dengan indikator need recognition, finding buyers, brand building, evaluation of alternatives, dan customer retention. Pengukuran purchase intention (Y2) dengan indikator rangsangan, kesadaran, dan pencarian informasi. Pengukuran Brand awareness (Y1) dengan indikator konsumen paham merek produk, mampu membandingkan merek produk di antara pesaing, dan mampu mendeskripsi ciri merek produk dengan cepat. Hasil penelitian menunjukkan: (1) Promosi berpengaruh positif terhadap brand awareness produk sepatu olahraga yang digunakan; (2) Brand awareness berpengaruh positif terhadap purchase intention; (3) promosi berpengaruh positif terhadap purchase intention. Brand awareness dapat menjadi mediasi antara promosi dan purchase intention

PENGARUH CELEBRITY ENDORSEMENT TERHADAP PURCHASE INTENTION DENGAN BRAND AWARENESS SEBAGAI VARIABEL MEDIASI PADA PRODUK GREEN TEA ESPRECIELO ALLURE

Setiawan, Livya

Jurnal Manajemen Pemasaran Vol 12, No 1 (2018): APRIL 2018
Publisher : Institute of Research and Community Outreach - Petra Christian University

Show Abstract | Original Source | Check in Google Scholar |

Abstract

Penelitian ini bertujuan untuk menganalisa pengaruh Celebrity Endrosement terhadap Purchase Intention dengan mempertimbangkan faktor Brand Awareness. Penelitian ini akan dilaksanakan dengan menyebarkan angket/kuesioner kepada 100 orang responden yang pernah melihat Celebrity Endorsement di Instagram terhadap Green tea Esprecielo Allure. Teknik analisa yang digunakan merupakan teknik analisa kuantitatif.Hasil penelitian dari 100 masyarakat yang pernah melihat Advertising Celebrity Endorsement produk green tea Esprecielo Allure di Social media Instagram menemukan bahwa Celebrity Endorsement berpengaruh positive terhadap Purchase Intentionsecara langsung maupun tidak langsung melalui Brand Awareness

PENGARUH DIGITAL MARKETINGTERHADAP ORGANIZATIONAL PERFORMANCE DENGANINTELLECTUALCAPITAL DANPERCEIVED QUALITY SEBAGAI VARIABEL INTERVENING PADA INDUSTRI HOTEL BINTANG EMPAT DI JAWA TIMUR

Laksana, Daniel, Dharmayanti, Diah

Jurnal Manajemen Pemasaran Vol 12, No 1 (2018): APRIL 2018
Publisher : Institute of Research and Community Outreach - Petra Christian University

Show Abstract | Original Source | Check in Google Scholar |

Abstract

Pertumbuhan pariwisata di Indonesia terutama di kota besar seperti Surabaya mengalami pertumbuhan yang signifikan. Salah satunya yitu industri perhotelan. Dengan adanya teknologi yang berkembang pesat, media digital digunakan dalam segala aktivitas pemasaran di industri perhotelan ini dalam rangka meningkatkan performa organisasi dari perusahaan. Penelitian ini bertujuan untuk menganalisa Pengaruh Digital Marketing terhadap Organizational Performance dengan Intellectual Capital dan Perceived Quality sebagai Variable Intervening pada Industri Hotel Bintang Empat di Jawa Timur. Terdapat 120 responden karyawan hotel bintang empat di Jawa Timur yang menjadi sampel. Teknik analisa yang digunakan adalah teknik analisis kuantitatif dengan metode path analysis

PENGARUH LOGISTICS SERVICE QUALITY TERHADAP CUSTOMER RETENTION DENGAN CUSTOMER SATISFACTION SEBAGAI VARIABEL INTERVENING PADA INDUSTRI EKSPEDISI LAUT DI SURABAYA

Japarianto, Edwin

Jurnal Manajemen Pemasaran Vol 12, No 1 (2018): APRIL 2018
Publisher : Institute of Research and Community Outreach - Petra Christian University

Show Abstract | Original Source | Check in Google Scholar |

Abstract

Penelitian membahas pengaruh logistics service quality terhadap customer retention dengan customer satisfaction sebagai variabel intervening pada industri ekspedisi laut. Sampel penelitian ini berjumlah 100 responden pelanggan Industri ekspedisi laut yang melakukan transaksi di bulan Februari 2017-September 2017. Pengukuran dilakukan dari variabel logistics service quality, variabel customer satisfaction, dan customer retention.Hasil penelitian menunjukkan: logistics service quality berpengaruh signifikan terhadap customer retention melalui customer satisfation

PENGARUH WORD OF MOUTH TERHADAP PURCHASE INTENTIONDENGAN BRAND IMAGE DAN PERCEIVED SERVICE QUALITY SEBAGAI VARIABEL INTERVENING PADA PROGRAM KPR BERSUBSIDI DI SURABAYA

Indra, Carolus

Jurnal Manajemen Pemasaran Vol 12, No 1 (2018): APRIL 2018
Publisher : Institute of Research and Community Outreach - Petra Christian University

Show Abstract | Original Source | Check in Google Scholar |

Abstract

Pertumbuhan penduduk di Indonesia sangat pesat, terutama di kota-kota besar seperti Surabaya. Dengan perkembangan yang ada kebutuhan akan tempat tinggal juga semakin tinggi. Produk Kredit Pemilikan Rumah adalah salah satu Produk yang sangat dicari oleh konsumen.Penelitian ini bertujuan untuk menganalisa pengaruh dari Word of mouth communication terhadap Purchase intention pada KPR bersubsidi di Surabaya dengan Brand Image dan Perceived service quality sebagai variabel intervening. Penelitian ini dilaksanakan dengan menyebarkan kuisioner kepada 150 responden calon pelanggan KPR bersubsidi di Surabaya. Teknik analisa yang digunakan adalah teknik analisis kuantitatif dengan metode path analysis.

MULTIFACETED RELATIONAL FORMS IN FRANCHISE ORGANIZATIONS: THE RELATIONAL ROLES OF THE FRANCHISOR BRAND

Jaolis, Ferry

Jurnal Manajemen Pemasaran Vol 12, No 1 (2018): APRIL 2018
Publisher : Institute of Research and Community Outreach - Petra Christian University

Show Abstract | Original Source | Check in Google Scholar |

Abstract

Extant research suggests that consumers use brands to enrich their individual and social lives. By looking at the franchisees beyond the economic rationality perspective, we introduced the brand into the franchise relational analysis and confirmed its impact on their satisfaction and loyalty. Results from the thematic analysis of the qualitative data clearly indicated that the brand supplied franchisees with unique symbolic meanings and hedonic pleasures while aiding them in the development and maintenance of rewarding relationships with multiple stakeholder groups. More importantly, strong franchisee-brand relationship alleviated defects in the franchisor-franchisee relationship. We offered a comprehensive framework of the franchise relationship “package” for future research avenues