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Jurnal Manajemen Pemasaran
ISSN : 1907235X     EISSN : 2597615X     DOI : -
Core Subject : Economy,
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.
Arjuna Subject : -
Articles 105 Documents
BRAND EXPERIENCE, BRAND COMMITMENT, DAN BRAND LOYALTY PENGGUNA APPLE IPHONE DI SURABAYA Semuel, Hatane; Putra, Reynaldi Susanto
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 | Full PDF (366.202 KB) | DOI: 10.9744/pemasaran.12.2.69-76

Abstract

The development of technology in the era of globalization more rapidly, that causing high competition between companies. Smartphone companies generally strive to maintain survival, gain optimal profit and strengthen the brand in the minds of consumers. To achieve these objectives then the products produced company must be useful, quality and innovative. This research objective to analyze the impact of brand experience – commitment to brand loyalty to Apple IPhone users in Surabaya. This study was carried out by distributing questionnaires to 100 respondents on Apple IPhone users in Surabaya. This type of research uses descriptive causal using data management from SPSS and SmartPLS. The results of this study indicate that the direct influence of brand experience on brand loyalty has no significant effect, while indirect influence on brand experience on brand loyalty through affective commitment has a significant influence
RELATIONSHIP BETWEEN CORPORATE IDENTITY AND CORPORATE REPUTATION: A CASE OF A MALAYSIAN HIGHER EDUCATION SECTOR Mohamad, Bahtiar; Bakar, Hassan Abu; Rahman, Nik Adzrieman Abdul
Jurnal Manajemen Pemasaran Vol 2, No 2 (2007): OCTOBER 2007
Publisher : Institute of Research and Community Outreach - Petra Christian University

Show Abstract | Original Source | Check in Google Scholar | Full PDF (80.156 KB) | DOI: 10.9744/pemasaran.2.2.

Abstract

Organizations need corporate identity for survival. This identity is developing through the projection of one positive image that will increase its public confidence about the quality and achievements of the organization. This paper attempts to identify corporate identity and reputations of Universiti Utara Malaysia from its future prospective clients. Specifically, this research test the relationship between corporate identity and corporate reputation based on a Malaysian higher education sector. Further tests were conducted to identify which corporate identity component will be a significant predictor of corporate reputation. It reveals that there is significant positive relationship between corporate identity and corporate reputation.
INFLUENTIAL FACTORS IN CHOOSING HIGHER EDUCATION INSTITUTION: A CASE STUDY OF A PRIVATE UNIVERSITY IN SURABAYA Proboyo, Adelina; Soedarsono, Ricky
Jurnal Manajemen Pemasaran Vol 9, No 1 (2015): APRIL 2015
Publisher : Institute of Research and Community Outreach - Petra Christian University

Show Abstract | Original Source | Check in Google Scholar | Full PDF (199.801 KB) | DOI: 10.9744/pemasaran.9.1.1-7

Abstract

Nowadays, tertiary education has taken more important role for Indonesian people. The growing number of tertiary education enrollment rate accompanied by the increasing number of higher education insitutions in Indonesia show that there is opportunity as well as threat for higher education insitutions in Indonesia. The purpose of this research is to know what factors influence the high school students in choosing their higher education institution. Specifically, this research wants to help one of the best private universities in Surabaya to improve its competitiveness compared to other higher education institutions. The respondents of the research are 426 students from several high schools in Surabaya. The analysis is done using descriptive statistics to find out which factors are the most significant ones. From the research, it is found out that the students’ interest, the ability to follow the courses, and the parents’ advice are the top three significant factors that influence the high school students in choosing their higher education institution. For the attributes of the institution, the reputation and the values of the institution as well as the success of its alumni are the top three factors that influence the decision in choosing the higher education institution.
ANALYSIS CRM, KEPUASAN PELANGGAN DAN LOYALITAS PRODUK UKM BERBASIS BAHAN BAKU TERIGU DI JAWA TIMUR Ersi, Dzikiryati Yuni; Semuel, Hatane
Jurnal Manajemen Pemasaran Vol 8, No 1 (2014): APRIL 2014
Publisher : Institute of Research and Community Outreach - Petra Christian University

Show Abstract | Original Source | Check in Google Scholar | Full PDF (402.801 KB) | DOI: 10.9744/pemasaran.8.1.1-8

Abstract

Customer relationship management (CRM) is part of a marketing strategy to satisfy and maintain customer loyalty. CRM can be a stimulus to customer satisfaction and loyalty, that the right CRM impact on satisfaction and will affect customer loyalty. The study population is the whole wheat flour SME customers in East Java, and a sample of 139 SME owners were selected by convenience sampling technique, and the analysis technique used is model of Structural Equation Modeling (SEM). The research proves that CRM has a positive effect on customer satisfaction and satisfaction has a positive effect on loyalty. CRM does not have a direct influence on customer loyalty.
MEMENANGKAN PERSAINGAN BISNIS PRODUK FARMASI MELALUI MARKETING PUBLIC RELATIONS Hariyanto, Didik
Jurnal Manajemen Pemasaran Vol 4, No 1 (2009): APRIL 2009
Publisher : Institute of Research and Community Outreach - Petra Christian University

Show Abstract | Original Source | Check in Google Scholar | Full PDF (73.363 KB) | DOI: 10.9744/pemasaran.4.1.pp. 38-44

Abstract

Marketing Public Relations is one of the marketing mix that has an important role in the marketing function. Public Relations dimensions put on the effort to accommodate consumers' interests and to encourage product purchasing motivation through the credibility information. The approaches of the Marketing Public Relations are oriented on consumers’ interests, hopes, aspirations and concerns to link the impression that occur in products and companies.Marketing Public Relations and advertising are two aspects of communication that are able to complete and reinforce one another. However, in some specific situations, the Marketing Public Relations will be carried out effectively without the support of advertising. In the future, the needs of the Marketing Public Relations tend to rise increasingly based on the situation in the market currently. The relationship between Marketing Public Relations and Corporate Public Relation will be increasing, especially in facing of global marketing. The effectiveness of the Marketing Public Relations which is associated with the cost will strengthen the conclusion that the Marketing Public Relations is a communication program that is efficient and effective in order to enlarge the market share.
PENGARUH STIMULUS MEDIA IKLAN, UANG SAKU, USIA, DAN GENDER TERHADAP KECENDERUNGAN PERILAKU PEMBELIAN IMPULSIF (STUDI KASUS PRODUK PARIWISATA) Semuel, Hatane
Jurnal Manajemen Pemasaran Vol 2, No 1 (2007): APRIL 2007
Publisher : Institute of Research and Community Outreach - Petra Christian University

Show Abstract | Original Source | Check in Google Scholar | Full PDF (193.053 KB) | DOI: 10.9744/pemasaran.2.1.

Abstract

The aim of this reseach is to test the effect of advertising stimulus through audiovisual media, picture animation, online text and offline text, student’s pocket money, age and gender on tendency of impulsive buying behavior. The design of the research is in the form of experimental factorial design by using media format as the treatment factor. Findings shows that there is a different stimulus factor between online media format with offline media. Eventhogh online media format has significant stimulus effect on tendency of impulsive buying behavior, audio visual media and text in the form of picture animation media have stronger effect. The result also show that student’s pocket money, age and gender have no effect on impulsive buying behavior tendency. The result is contradictory with findings from previous research that shows an effect of those factors on impulsive buying behavior for offline physical products. Abstract in Bahasa Indonesia: Penelitian ini bertujuan untuk menguji pengaruh stimulus iklan melalui format media audio-visual, animasi gambar, dan teks gambar secara online dan teks gambar secara offline, uang saku, umur, dan gender terhadap kecenderungan perilaku pembelian impulsif. Desain penelitian berbentuk rancangan percobaan faktorial dengan memasukan format media sebagai faktor perlakuan. Hasil penelitian menunjukan bahwa terdapat perbedaan pengaruh stimulus antara format media online dengan offline. Walaupun secara total format media online mempunyai pengaruh stimulus yang signifikan terhadap kecenderungan perilaku pembelian impulsif, ternyata format media audio visual dan teks gambar mempunyai pengaruh yang lebih kuat dari bentuk format media animasi gambar. Hasil penelitian menemukan juga, bahwa tidak terdapat pengaruh uang saku, umur, dan gender terhadap kecenderungan perilaku pembelian impulsif. Hal ini berbeda dengan hasil penelitan sebelumnya, yang menemukan bahwa faktor-faktor tersebut berpengaruh terhadap perilaku pembelian impulsif produk-produk phisik secara offline. Kata kunci: online, impulsif, media online, produk pariwisata.
RELATIONSHIP EFFORT DAN KUALITAS LAYANAN SEBAGAI STRATEGI PENGUAT RELATIONSHIP OUTCOMES (Sebuah Tinjauan Konseptual dalam Bisnis Ritel Modern di Indonesia) Utami, Chr. Whidya
Jurnal Manajemen Pemasaran Vol 1, No 1 (2006): APRIL 2006
Publisher : Institute of Research and Community Outreach - Petra Christian University

Show Abstract | Original Source | Check in Google Scholar | Full PDF (295.845 KB) | DOI: 10.9744/pemasaran.1.1.

Abstract

This article focuses at the impact of relationship efforts (direct mail, personalization preferential treatment, and tangible rewarding) and service quality made by a retailer in retail business as the strengthening relationship marketing outcomes. At Business-to-Consumer (BTC) relationships and develops a theoretical model of the consumer's perspective. There are two different perspectives: psychological and behavioral outcomes of relationship marketing. The psychological outcomes of trust, commitment and satisfaction relationship are presented. The impact of relationship effort and service quality has been suggested that a way of increasing Sthrenghtening relationship outcomes in retail business through secure relationships between buyers and sellers. Abstract in Bahasa Indonesia : Artikel ini berfokus pada dampak dari upaya relasional ( surat langsung, perlakuan preferensi personal dan balas jasa) dan kualitas layanan yang dilakukan seorang pengecer dalam bisnis eceran untuk menghasilkan pemasaran relasional yang kuat. Pada hubungan business to customer(BTC)dan pengembangan model teori perspektif konsumen. Terdapat dua perbedan perspektif: Psykologis dan perilaku di dalam pemasaran relasional. Hasil dari psikologis adalah kepercayaan, komitmen dan kepuasan. Efek dari upaya relasional dan kualitas layanan dapat memberikan masukan dalam meningkatkan kekuatan pemasaran relasional dalam bisnis eceran melalui relationship yang aman diantara pembeli dan penjual Kata kunci: relationship marketing, bisnis eceran, upaya relasional, kualitas layanan, hasil relasional
DO THE EDUCATIONAL SERVICE CHARACTERISTICS AND PERCEPTIONS MATTERS TO INTENTION TO RECRUIT MASTER OF MANAGEMENT’S ALUMNI IN CENTRAL JAVA? Nelloh, Liza Agustina Maureen
Jurnal Manajemen Pemasaran Vol 5, No 1 (2010): APRIL 2010
Publisher : Institute of Research and Community Outreach - Petra Christian University

Show Abstract | Original Source | Check in Google Scholar | Full PDF (162.838 KB) | DOI: 10.9744/pemasaran.5.1.27-40

Abstract

Competitiveness arena of higher education in Central Java Indonesia motivates its institution to improve branding strategy, and the quality of its educational characteristics in order to build good perception about its institution and the quality of its graduate. The author focuses on several perceptions’ dimensions to evaluate educational service characteristics such as brand awareness, quality of the graduates, and institutional image. Whether those variables will positively impact on intention to recruit, the author wants to see the correlation of each variables simultaneously using Structural Equation Model (SEM). Data were collected through purposive sampling in several cities in Central Java. Owners and managers from several industries were asked to evaluate Satya Wacana Christian University, especially its Master of Management program. The results indicate all hypothesizes were supported by data. This study contributes to branding strategy in higher education and present important insight to improve several education qualities in higher education sector.
PENGARUH EXPERIENCE QUALITY TERHADAP CUSTOMER LOYALTY DENGAN PERCEIVED VALUE DAN BRAND IMAGE SEBAGAI VARIABEL INTERVENING DI DE SOEMATRA 1910 SURABAYA Hansory, Meyer Fossetta; Dharmayanti, Diah
Jurnal Manajemen Pemasaran Vol 8, No 2 (2014): OKTOBER 2014
Publisher : Institute of Research and Community Outreach - Petra Christian University

Show Abstract | Original Source | Check in Google Scholar | Full PDF (264.289 KB) | DOI: 10.9744/pemasaran.8.2.70-79

Abstract

The growth of the upper class society in Indonesia has increased, especially in the second largest metropolitan city of Surabaya. In Surabaya, there is a function house where to understand the way of thinking of its customer and the target are the upper class society in Surabaya. This research aims to analyze the influence of Experience Quality (accessibility, competence, customer recognition, helpfulness, personalization, problem solving, promise fullfilment, value for time) on Customer Loyalty by considering the factors of Perceived Value (instrumental value, the expressive value, hedonistic values, sacrifice value) and Brand Image (mystery, sensuality, intimacy). This study conducted by distributing questionnaires to 120 respondents who are the consumers of De Soematra 1910. Analysis technique used is of quantitative analysis with path analysis method
PERSEPSI HARGA, PERSEPSI MEREK, PERSEPSI NILAI, DAN KEINGINAN PEMBELIAN ULANG JASA CLINIC KESEHATAN (STUDI KASUS ERHA CLINIC SURABAYA) Kusdyah, Ike
Jurnal Manajemen Pemasaran Vol 7, No 1 (2012): APRIL 2012
Publisher : Institute of Research and Community Outreach - Petra Christian University

Show Abstract | Original Source | Check in Google Scholar | Full PDF (401.146 KB) | DOI: 10.9744/pemasaran.7.1.25-32

Abstract

Price and brand perception has an influence on intents to repurchase mediated by perceived value. The results of the analysis of 112 women respondents using Structural Equation Modelling (SEM) obtained results that: (1) positive effect on price perception of perceived value, (2) positive effect on brand perception of perceived value, (3) perceptions of the price effect the desire repeat purchases, (4) does not affect the perception of the brand re-purchase desire; (5) Perceived value has a positive effect on repeat purchase desire.

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