Jurnal Manajemen dan Pemasaran Jasa
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286 research outputs found
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Quality of service as a driver of brand awareness in the aviation industry: A systematic review of the literature
No full textThis study analyzes the relationship between service quality, brand image, and brand awareness in the aviation industry. Using the Systematic Literature Review (SLR) approach following PRISMA guidelines, this study identifies major trends and gaps in related literature. The results show that superior service quality is important in forming a strong brand image and increasing brand awareness. Further analysis reveals that service quality dimensions such as reliability, convenience, and responsiveness greatly contribute to the positive perception of the brand image. In addition, a strong brand image also increases consumer loyalty and repeat purchase intent through a positive word-of-mouth mechanism. This research emphasizes the importance of a customer-focused service strategy to strengthen the airline\u27s competitive position in an increasingly complex and dynamic global market. This study\u27s theoretical and practical implications guide airlines in formulating holistic and responsive strategies to market dynamics.
Determining the role of pay later and hedonic motivation toward customer satisfaction mediated by impulsive buying
No full textThis study examines the impact of e-commerce pay-later adoption and hedonic shopping motivation on customer satisfaction, focusing on the mediating role of impulsive buying behavior in e-commerce. The research aims to understand how deferred payment services and pleasure-driven shopping motivations influence satisfaction levels, particularly through unplanned purchasing. Data was collected from e-commerce users and analyzed to assess the direct and indirect effects of pay-later services and hedonic motivations on satisfaction. The findings reveal that while Pay Later services offer convenience and flexibility, they decrease customer satisfaction by promoting impulsive buying, which often leads to financial strain and post-purchase regret. In contrast, hedonic shopping motivation does not directly affect customer satisfaction or does so through impulsive buying. This suggests that although consumers may shop for pleasure, this motivation alone is insufficient to sustain long-term satisfaction. The study contributes to the consumer behavior literature by highlighting the potential drawbacks of deferred payment options, questioning the paradoxical application of the Technology Acceptance Model (TAM) to E-Commerce BNPL, and challenging the linearity typically assumed in consumer behavior models. The findings underscore the importance of e-commerce platforms and Pay Later providers implementing strategies that mitigate impulsive buying, fostering more sustainable and satisfying shopping experiences. This research provides valuable insights for marketers and policymakers aiming to improve customer satisfaction within digital shopping environments
Implementation of digital marketing in open and distance learning universities in Indonesia
Full text linkIn higher education, particularly within open and distance learning environments such as Universitas Terbuka, integrating digital marketing tools such as e-commerce, social media, and marketplaces is pivotal. These tools play a crucial role in enhancing brand awareness and engaging students. This study explores the strategic application of digital marketing in overcoming barriers traditionally associated with distance learning. A case study methodology was employed to provide an in-depth analysis of digital marketing practices at Universitas Terbuka, using thematic analysis to interpret data gathered from various digital marketing channels. The research identifies three primary facets of digital marketing implementation: search engine optimization, social media engagement, and video marketing. Key challenges include inadequate internet access, limited availability of technological devices, deficits in content creation skills, misalignment of human resources qualifications, and prohibitive advertising costs. This study offers insights into the effective use of digital marketing to improve accessibility and educational delivery in open universities
The effect of psychological contract violation, work-life balance, and career development on employee performance mediated by job satisfaction
No full textThis study was conducted to analyze the factors influencing employee performance, mediated by job satisfaction, among permanent lecturers at accredited private universities in Bandung City. This research falls under verification research, aiming to test the validity of a hypothesis designed through field data collection. The data processing and analysis techniques employed in this study included descriptive statistical tests and structural equation model (SEM) tests. The population for this study comprised all permanent lecturers at accredited private universities in Bandung City, totaling 1,009 individuals, with a sample size of 286. The sampling technique utilized in this study was cluster sampling. The results indicate that psychological contract violation, work-life balance, and career development, both directly and indirectly through job satisfaction as the mediating variable, affect employee performance. However, not all formulated hypotheses yield acceptable results
Toward rational investment decisions: A psychological intervention for Generation Z stock investors
Full text linkInvestors in Indonesia are often influenced by various financial behaviors affecting investment activities in the capital market. Several indicators lead to irrational investment decision-making such as herding, overconfidence, regret aversion, and representativeness bias. Therefore, this research aimed to determine the impact of herding, overconfidence, regret aversion, and representativeness bias on investment decisions of investors. During the analysis, an analysis was conducted using PLS-SEM with a sample of 271 investors. Data analysis results showed that investment decisions was influenced by herding and overconfidence bias. Meanwhile, regret aversion and representativeness bias did not influence investment decisions of Generation Z investors in Bandung City. This research offered proposals for Generation Z investors in Bandung City to make rational investment decisions by exploring financial science
Ethics and religion as drivers of brand identity involvement: Evidence from Sharia insurance in Indonesia and Malaysia
No full textBrand marketing strategies grounded in ethics and religious values are an interesting topic to explore. Consumers tend to view the presence of a brand as personal, creating value through co-creation. Although not always, religion can play an important role in shaping brand loyalty. This study aims to analyze the effect of religious brand resonance on brand loyalty, with brand purity and brand love as mediating dimensions of brand identity. This study has a crucial point, considering the right marketing strategy policy for the target consumer market that is sensitive to personal preferences. This latest study integrates identity theory in religious brand resonance by exploring the construction of brand identity involvement. The survey method was used, with questionnaires distributed to 428 respondents in Indonesia and Malaysia. With the snowball sampling technique, data on the responses of Sharia Insurance Policyholders have been obtained. The results of the study indicate that religious brand resonance has a positive and significant effect on brand loyalty. Brand purity and brand love appear as mediating variables between religious brand resonance and brand loyalty. The findings of this study imply the need for a brand marketing strategy by building a brand that is relevant to the identity of the religious brand, and maintaining quality consistently to maintain brand loyalty
The paradox of flash sales: How time-limited offers influence impulsive buying tendency in the emerging market (e-Commerce in Jakarta, Indonesia)
No full textThe shift to online shopping, especially in Indonesia, appeals to many people due to its easy access and promotions like big discounts and free shipping. The rapid growth of e-commerce supports this phenomenon, which in turn leads to an increase in impulsive buying habits and the popularity of flash sales programs. The aim of this study is to find out how price discounts, flash sale programs, and consumer trust affect impulsive buying tendency during flash sale programs. In this respect, we performed a survey on the 214 young participants in Jakarta, Indonesia. Questionnaires were used for primary data collection. To ascertain the validity and reliability of the questionnaire, a pre-test was conducted. This study used PLS-SEM to test the direct and mediating effects of attitude toward flash sales and consumer trust. The study finds that while consumer trust and price discounts do not directly influence impulsive buying, a positive attitude toward flash sales programs significantly mediates between price discounts and impulsive buying. The results demonstrate that price discounts have a greater influence on attitude toward flash sales than on consumer trust. The findings provide important insights for companies looking to implement discount strategies and offer potential avenues for future research
Service quality, brand equity, and foreign collaboration: Building sustainable competitive advantage in Indonesian private universities
No full textThe increasing presence of foreign universities in Indonesia’s higher education landscape poses both opportunities and competitive pressures for local private institutions. This study investigates how service quality, customer-based brand equity, and foreign university collaboration interact to foster sustainable competitive advantage within this evolving transnational education environment. Using Partial Least Squares Structural Equation Modeling (PLS-SEM) on survey data from 211 students, the findings confirm that service quality significantly enhances customer-based brand equity, which in turn strengthens both foreign collaboration and long-term competitiveness. The analysis further identifies foreign collaboration as a mediating mechanism. It validates a sequential pathway, whereby service quality improves brand equity, which subsequently enables international collaboration and ultimately enhances competitive advantage. By applying a glocalization lens, this research highlights the importance of balancing global standards with local regulatory alignment, student expectations, and cultural relevance. The study contributes to higher education service marketing by providing actionable insights for private universities seeking to improve institutional positioning and for foreign universities pursuing localized expansion
Applying self-determination theory to understand consumer behavior in e-commerce: An analysis of impulsive buying and its impact on economic wellbeing
No full textThis study examines the influence of limited-time deals, perceived ease of use, and hedonic motivation on online impulsive buying behavior, as well as the effect of impulsive buying on compulsive buying within Indonesian e-commerce platforms. Based on self-determination theory, the research examines both the direct and the mediated relationships among the variables. Using purposive sampling, data were collected from 253 Indonesian consumers who actively shop on platforms such as Shopee, Tokopedia, and Lazada. The data were analyzed using Structural Equation Modeling (SEM). The results show that limited-time deals significantly increase both hedonic motivation and online impulsive buying behavior. Hedonic motivation also demonstrates a significant positive effect on impulsive buying and successfully mediates the relationship between limited-time deals and online impulsive buying behavior. In contrast, perceived ease of use does not exhibit a positive effect on impulsive buying. Furthermore, online impulsive buying behavior strongly predicts compulsive buying, suggesting a progression from spontaneous purchases to more repetitive, uncontrolled buying patterns. The novelty of this study lies in integrating promotional scarcity strategies with motivational mechanisms derived from self-determination theory to explain impulsive and compulsive buying tendencies in digital shopping environments. The findings provide theoretical contributions by clarifying the mediating role of hedonic motivation and practical insights for e-commerce marketers. Specifically, the results suggest that urgency-based promotions can enhance emotional engagement and stimulate spontaneous purchases, while ineffective ease-of-use features may not contribute to impulsive behaviors. These insights can help marketers design more effective and responsible promotional strategies
Unraveling the complexity of fintech adoption: A multidimensional analysis of sustained digital wallet usage by Generation Z in Greater Jakarta
Full text linkThis study investigates the factors influencing Generation Z\u27s intention to reuse digital wallets in the Greater Jakarta area, focusing on perceived ease of use, brand image, e-service quality, and the mediating role of trust. The research employed a quantitative approach using survey methods, with data collected from 230 Generation Z respondents who have been active digital wallet users for at least one year. Structural equation modeling was used to analyze the relationships between variables. The results reveal that perceived ease of use and brand image have positive effects on reuse intention, while e-service quality indirectly influences reuse intention through trust. Trust plays a significant mediating role in the relationships between brand image and e-service quality with reuse intention. However, contrary to previous studies, perceived ease of use did not significantly affect trust, nor did trust mediate the relationship between perceived ease of use and reuse intention. These findings highlight the importance of building a strong brand image and providing high-quality electronic services to enhance trust and promote continuous use of digital wallets among urban Indonesian youth. The study contributes to the understanding of digital wallet adoption and usage dynamics in emerging markets, offering valuable insights for service providers targeting young urban consumers in Indonesia. It also opens avenues for future research on the evolving perceptions of digital financial technologies among Generation Z users