Focus & Scope

The journal invites submissions of original research articles with diverse methods (e.g., quantitative, qualitative, and to a less extent bibliometric analysis). Jurnal Manajemen Pemasaran welcomes an interdisciplinary approach, explaining local evidence with global perspectives. Our focuses are on five marketing core domains, but not limited only to:

1. Consumer Insights and Behavior (CIB). This theme investigates the underlying psychological factors linked to consumer behavior. It may cover generational cohorts (Millennials vs. Gen Z), emotional drivers such as nostalgic marketing and impulse buying, and consumer decision-making processes.

2. Digital Exposure and Transformation (DET). Differing from CIB, DET emphasizes the transformative impact of digital exposure from social media and media commerce. This line of research studies how consumer perception and behavior may change because of, for example, virtual influencers, artificial intelligence (AI), and mobile technology.

3. Experiential Marketing (EM). EM examines how physical-digital atmospheres may shape customer satisfaction and loyalty. The theme discusses contemporary customer journeys across diverse industries, including tourism, F&B, and retail.

4. Strategic Brand and Communication (SBC). SBC core explores a broad topic in brand equity. SBC features sub-topics of brand personality, celebrity/influencer endorsement, and the role of marketing communication in producing brand trust.

5. Social Marketing (SM) Issues. Strongly linked to the SDGs agenda, SM addresses how sustainable marketing practices may benefit society. It covers green consumerism, political branding, and digital empowerment of Micro, Small, and Medium-sized Enterprises (MSMEs).