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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 112 Documents
PENGARUH IMPLEMENTASI ERP TERHADAP PRODUCT DIFFRENTIATION DAN COST LEADERSHIP DALAM MENINGKATKAN KINERJA PERUSAHAAN (Studi Kasus Manufaktur Jawa Timur) Tarigan, Zeplin Jiwa Husada
Jurnal Manajemen Pemasaran Vol 4, No 1 (2009): APRIL 2009
Publisher : Institute of Research and Community Outreach - Petra Christian University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.9744/pemasaran.4.1.pp. 11-15

Abstract

The study presented in this paper examines the adoption ERP practices a systematic explanation of the relationships marketing strategy, and enterprise performance. By examining ERP in relation to organization strategy, the study seeks to advance the understanding of ERP in a broader context. It also resolves some controversies that appear in the literature concerning the relationship between ERP and differentiation strategies and low cost strategies as well as quality and innovation performance. The empirical data for this study was drawn from a survey of 53 enterprises from East Java. The analysis was conducted using structural equation modeling (SEM) with software Amos 16 start technique by examining two competing models that represent full. The findings indicate that adoption ERP is positively and significantly related to low cost strategy and not significantly to differentiation strategy. The implication is that ERP needs to be complemented by other resources to more effectively realize the strategy in achieving a high level of performance.
EXPERIENTIAL MARKETING (SEBUAH PENDEKATAN PEMASARAN) Andreani, Fransisca
Jurnal Manajemen Pemasaran Vol 2, No 1 (2007): APRIL 2007
Publisher : Institute of Research and Community Outreach - Petra Christian University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.9744/pemasaran.2.1.

Abstract

Experiential marketing ia an approach in marketing which has been done from the old time till today. As time goes by and technology grows faster, marketers emphasize this approach as a very effective tool to differentiate their products with their competitors’. In experiential marketing, customers are able to differentiate one product or service with another since they experience themselves directly in the process of selecting and consuming the product or service using five approaches, such as sense, feel, think, act and relate. Experiential marketing is very effective for the marketers to build brand awareness, brand perception, brand equity, and brand loyalty, or even purchasing decision of their customers. Therefore, they have to be careful in chosing the right way and appropriate media so that the objective of marketing can be achieved as expected. Abstract in Bahasa Indonesia: Abstrak: Experiential marketing merupakan sebuah pendekatan dalam pemasaran yang sebenarnya telah dilakukan sejak jaman dulu hingga sekarang oleh para pemasar. Pendekatan ini dinilai sangat efektif karena sejalan dengan perkembangan jaman dan teknologi, para pemasar lebih menekankan diferensiasi produk untuk membedakan produknya dengan produk kompetitor. Dengan adanya experiential marketing, pelanggan akan mampu membedakan produk dan jasa yang satu dengan lainnya karena mereka dapat merasakan dan memperoleh pengalaman secara langsung melalui lima pendekatan (sense, feel, think, act, relate), baik sebelum maupun ketika mereka mengkonsumsi sebuah produk atau jasa. Experiential marketing sangat efektif bagi pemasar untuk membangun brand awareness, brand perception, brand equity, maupun brand loyalty hingga purchasing decision dari pelanggan. Oleh karena itu pemasar juga harus berhati-hati dalam memilih sarana yang benar dan media yang tepat agar tujuan pemasaran dapat tercapai seperti yang diharapkan. Kata kunci: experiential marketing, sense, feel, think, act, relate, brand awareness, brand perception, brand equity, brand loyalty, purchasing decision
EVALUASI CUSTOMER PT POS INDONESIA DITINJAU DARI KEPUASAN KEPERCAYAAN DAN SWITCHING BARRIERS Japarianto, Edwin
Jurnal Manajemen Pemasaran Vol 8, No 1 (2014): APRIL 2014
Publisher : Institute of Research and Community Outreach - Petra Christian University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.9744/pemasaran.8.1.18-26

Abstract

This research is aimed to analyze the evaluation of perceived quality and perceived value to PT. Pos Indonesia customers satisfaction and to examine the customers satisfaction based on trust, customers loyalty and switching barriers. Research data are collected through survey method with interview method straight to 400 respondents who use PT. Pos Indonesia. The technique of collecting sample is using Non probablity sampling. Methodology that is used are CHAID, Suharjo, Split, Penalty-Rewards. Based on several tolls we can collcect almost evaluation result about PT. Pos Indonesia performance.
STRUKTUR PASAR MINYAK KAYU PUTIH (MELALEUCA LEUCADENDRON OIL) (Studi Kasus di Kecamatan Namlea Kabupaten Buru–Maluku) Maulidah, Silvana
Jurnal Manajemen Pemasaran Vol 5, No 1 (2010): APRIL 2010
Publisher : Institute of Research and Community Outreach - Petra Christian University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.9744/pemasaran.5.1.9-13

Abstract

In Indonesia, Melaleuca leucadendron Oil is only produced in several regions, including the District of Buru, Ambon, Seram, New Guinea, Java, and Borneo. This condition is a good opportunity to develop Agro Oil White Wood, White Wood Oil Agro-industry presence in the operations must be taken to ensure that producers are able to survive in a market situation that took place, so hopefully will create an effective and efficient market. This study aims to analyze the structure of eucalyptus oil agro-industry market. Determiningthe location of the research done by purposive (deliberately) that is in the Regency of Buru as the largest producer of eucalyptus plants in the Moluccas. Data analysis methods used were qualitative (descriptive) and quantitative analysis. Descriptive analysis is used in the determination of market structure include the degree of product differentiation, barriers to market entry, and the level of market knowledge and determination of market behavior including pricing policies, institutional system of market and marketing functions. The quantitative analysis used to determine the degree of market concentration that is measured market share. The results of this study indicate that the market structure of Melaleuca leucadendron Oil agro-industry in the regency of Buru including in markets characterized by monopolistic competition there are many sellers in the market with the same basic product but have been differentiated. From the results of existing research suggested that Melaleuca leucadendron Oil industry need to consider the market structure in determining the price. Melaleuca leucadendron Oil agro need to increase production and marketing activities by creating the uniqueness of the diversification of products so that manufacturers can increase revenue and avoid market saturation.
BUDAYA DAN BEHAVIOR INTENTION MAHASISWA DALAM MENILAI SERVICE QUALITY UNIVERSITAS KRISTEN PETRA Japarianto, Edwin
Jurnal Manajemen Pemasaran Vol 1, No 1 (2006): APRIL 2006
Publisher : Institute of Research and Community Outreach - Petra Christian University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.9744/pemasaran.1.1.

Abstract

The main objective of this research is to clarify a correlaition between culture and behavioral intention of Petra Christian University students, culture observed by the dimention of: Power Distance, Uncertenty Avoidance, Individualism, Masculinity dan Time Orientation. Bahavioral Intention observed by the dimention of: Loyalty, Propensity to Switch, Pay More, External Response dan Internal Response and service quality observed by the dimention of: tangible, Responsiveness, Reliability, Emphaty and Assurance. Using Path Analysis, the result of this research indicates that service quality can be measure by behavioral Intention where as culture can not be used as the basis a evaluation because cultureof the students tend to be uniform. Abstract in Bahasa Indonesia : Penelitian ini mencoba untuk menjelaskan hubungan budaya dan behavioral intention mahasiswa Universitas Kristen Petra (UK Petra) dalam menilai kualitas layanan jasa bidang akademik UK Petra. Budaya ditinjau dari Power Distance, Uncertenty Avoidance, Indivduialism, Masculinity dan Time Orientation. Behavioral Intention ditinjau dari Loyalty, Propensity to Switch, Pay More, External Response dan Internal Response sedangkan kualitas layanan ditinjau dari tangible, Responsiveness, Reliability, Emphaty and Assurance. Menggunakan Path Analysis, hasil penelitian menunjukkan kwalias layanan dapat dinilai melalui behavioral Intention sedangkan budaya tidak signifikan sebagai dasar penilaian karena cenderung seragam. Kata kunci: Budaya, Behavioral Intention, Kwalitas layanan.
PENGARUH CELEBRITY ENDORSEMENTTERHADAP PURCHASE INTENTION DENGANBRAND IMAGE SEBAGAI VARIABEL INTERVENING (STUDI KASUS IKLAN PRODUK PERAWATAN KECANTIKAN POND’S) Wijaya, Finna Anastasia; Sugiharto, Sugiono
Jurnal Manajemen Pemasaran Vol 9, No 1 (2015): APRIL 2015
Publisher : Institute of Research and Community Outreach - Petra Christian University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.9744/pemasaran.9.1.16-22

Abstract

This study aims to analyze the influence of Credibility , Attractiveness , and Power to Purchase Intention beauty products Pond'sdengan consider factors Brand Image ( Sincerity , Excitement , Competence , and Shophistication ) .Penelitian conducted by distributing questionnaires to 100 respondents who had seen the ads Pond's in the last 2 months . Analysis technique used is the technique of quantitative analysis analysis.Hasil path method showed that the variables that have a significant effect only Attractiveness, Power , Brand image and Purchase intention
PENGARUH ATRIBUT SUPERMARKET TERHADAP MOTIF BELANJA HEDONIK MOTIF BELANJA UTILITARIAN DAN LOYALITAS KONSUMEN Subagio, Hartono
Jurnal Manajemen Pemasaran Vol 6, No 1 (2011): APRIL 2011
Publisher : Institute of Research and Community Outreach - Petra Christian University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.9744/pemasaran.6.1.8-21

Abstract

Attributes Supermarket stimulate the motive shopper to buying product, the motive Consuming and buying motives are classified into Hedonic and utilitarian. The fulfilness of hedonic and utilitarian motives lead to shoppers’ loyalty to the supermarket. The purpose of the study is to review the theory of Stimulus Organism Response addressed by MehrabianRussel, the concept of shopping motive developed by Baker and Donovan, and the concept of motive shopping Hedonic by Arnold Reynold. It was Empirical study on Big Supermarket in Surabaya.The Human behavior response and perceptionalanswers as well as concerned with inter variable effects through hypothesis tests by means of SEM analysis. The maximum likelihood estimation was derived from 200 respondents. The result s of the study showed that atribute supermarket significanly affected motive Hedonic and motive Utilitarian and loyalty. The empirical findings from the study showed to motive Hedonic morestrongth impact than motive utilitarian.
UPAYA PENINGKATAN STRATEGI MARKETING MIX PANGAN BERBASIS BAHAN LOKAL MELALUI ANALISIS SIKAP KONSUMEN DENGAN MODEL FISHBEIN DI SURABAYA Susanti, Christina Esti
Jurnal Manajemen Pemasaran Vol 3, No 1 (2008): APRIL 2008
Publisher : Institute of Research and Community Outreach - Petra Christian University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.9744/pemasaran.3.1.pp. 1-7

Abstract

This research aims to setting a contribution a thought of an exertion that should be implemented in marketing mix strategy to local material food which is discovered through an empirical research toward consumer attitude analysis by Fishbein model. The method of the research is survey, namely research which is taking population sample and setting question as an instrument of collecting the main data. The result of the research shows that: (1) by Fishbein model analysis, consumers in Surabaya appear simultaneous attitudes to the local material food that are not-agree with or not trust in package, quality, and taste to local material food especially in market Surabaya. (2) Partially consumer attitude to local material food in Surabaya by Fishbein analysis shows varies character, namely neutral, quite disagree, and disagree. (3) The efforts of marketing mix strategy of local material food in Surabaya are product strategy, price strategy, distribution strategy, and promotion strategy. Critics of this research are (1) it is necessary to set up an advanced research based on the result of the research, for example, trying to set up a research of subject more specific. (2) It is necessary to recite the research in respect to other sciences, for example, how to follow up the discovered statement that an additional foodstuff must be in fair condition.
ANALISIS CHAID SEBAGAI ALAT BANTU STATISTIKA UNTUK SEGMENTASI PASAR (Studi Kasus pada Koperasi Syari’ah Al-Hidayah) Hasana, Siti Nurul; Kunto, Yohanes Sondang
Jurnal Manajemen Pemasaran Vol 1, No 2 (2006): OCTOBER 2006
Publisher : Institute of Research and Community Outreach - Petra Christian University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.9744/pemasaran.1.2.

Abstract

Market segmentation is a classic topic in marketing which is never loss its attractiveness. In segmentation research, there is two approach methods which is interdependency method and dependency method. Statistics provides many tools for segmentation research. One of statistical tool for segmentation research which takes the dependency method as an approach is CHAID analysis (Chi-Squared Automatic Interaction Detection analysis). CHAID analysis would provide decision tree like diagram which provide information about degree of association from dependent variable to the independent variables and the information about segments characteristic. CHAID analysis could handle monotonic, free, and floating independent variables. In Koperasi Syari'ah Al-Hidayah case, CHAID analysis was used to determine the segment of its relationship based on the relationship credit status as the dependent variables and demographics data as independent variables. Relationship segmentation using CHAID analysis was conducted to identify relationship segment which has the lowest ratio of unpaid credit. Using CHAID analysis, four segments were identified. Relationship segment which has monthly income less than Rp 1.500.000,00, female, and over 30 years old is the lowest ratio of unpaid credit segment. Abstract in Bahasa Indonesia : Segmentasi pasar adalah bahasan klasik di bidang pemasaran yang tidak pernah kehilangan daya tariknya. Dalam riset-riset segmentasi, ada dua metode pendekatan yaitu metode interdependensi dan dependensi. Statistika menyediakan banyak alat bantu untuk riset-riset segmentasi. Salah satu alat bantu statistika untuk riset segmentasi yang menggunakan pendekatan dependensi adalah analisis CHAID (Chi-Squared Automatic Interaction Detection analysis). Analisis CHAID akan menghasilkan diagram yang mirip dengan diagram pohon keputusan yang menyediakan informasi tentang derajat hubungan antara variabel dependen terhadap variabel independen dan informasi mengenasi karakteristik segmen. Analisis CHAID mampu menangani variabel independen monotonik, bebas, dan mengambang. Pada kasus Koperasi Syari'ah Al-Hidayah, analisis CHAID digunakan untuk menentukan segmentasi nasabah berdasarkan status kredit nasabah sebagai variabel dependen dan data demografis nasabah sebagai variabel independen. Segmentasi nasabah dengan bantuan analisis CHAID dilakukan untuk mengidentifikasi segmen nasabah yang memiliki rasio kredit macet yang paling rendah. Berdasarkan hasil analisis CHAID didapatkan empat segmen. Segmen nasabah dengan karakteristik mempunyai penghasilan rata-rata sebesar < Rp. 1.500.000,00, berjenis kelamin perempuan, serta berusia > 30 tahun adalah segmen yang memiliki rasio kredit macet yang paling rendah.
PENGARUH IDENTITAS MEREK TERHADAP LOYALITAS MEREK MELALUI CITRA MEREK DAN KEPERCAYAAN MEREK TOYOTA Tingkir, Cindy Fransisca
Jurnal Manajemen Pemasaran Vol 8, No 2 (2014): OKTOBER 2014
Publisher : Institute of Research and Community Outreach - Petra Christian University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.9744/pemasaran.8.2.62-69

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.

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