Journal of Consumer Studies and Applied Marketing最新文献

{"title":"Investigating the Determinants of Green Loyalty: Understanding Factors Influencing Customer Commitment to Sustainable Brands in Indonesia","authors":"Journey Firdausy Arasyi, Nurrani Kusumawati","doi":"10.58229/jcsam.v1i2.105","DOIUrl":"https://doi.org/10.58229/jcsam.v1i2.105","url":null,"abstract":"In recent decades, the global emphasis on ecological sustainability and green marketing has revolutionized consumer preferences and behaviour. As businesses strive to meet the growing demand for eco-friendly products and services, understanding and assessing customer green loyalty have become pivotal objectives for sustained success. This research investigates the determinants of customers' green loyalty towards environmentally conscious goods and/or services. To achieve this objective, a quantitative analysis approach was adopted. A questionnaire-based survey was conducted using Google Forms, targeting 238 respondents. The collected data was subjected to descriptive statistics and partial least squares structural equation modelling (PLS-SEM) for comprehensive analysis. The findings of this study underscore the significant influence of two crucial factors - green trust and green image - on customers' green loyalty. The positive relationship between green trust and green loyalty highlights the importance of establishing trust in eco-friendly brands. Additionally, the positive impact of green image signifies the role of a brand's environmental reputation in fostering customer loyalty. These insights hold paramount importance for both theory and practice, shedding light on customers' loyalty patterns towards green brands in Indonesia. As businesses navigate the dynamic landscape of sustainability-driven consumer preferences, this research can guide strategic marketing efforts and promote eco-friendly practices to attract and retain loyal customers.","PeriodicalId":225874,"journal":{"name":"Journal of Consumer Studies and Applied Marketing","volume":"58 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-08-13","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"123865421","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"The Effect of Overpackaging Solutions in E-Commerce Towards Consumer Preference","authors":"Abigail Soedibyo, Nurrani Kusumawati","doi":"10.58229/jcsam.v1i2.89","DOIUrl":"https://doi.org/10.58229/jcsam.v1i2.89","url":null,"abstract":"The emergence of e-commerce has transformed business models, consumer purchasing behavior, as well as consumer shopping experience. Despite offering many advantages, the rapid growth of e-commerce also brought challenges to the environment. In comparison to the traditional retail system, the logistic system of e-commerce involves more touch points. Due to this, products purchased from e-commerce require additional packaging material to protect products from harm and damages during the distribution process, which leads to the issue of overpackaging. Additionally, many researchers have suggested overpackaging solutions from the perspective of the government, e-commerce enterprises, and consumers. However, the effectiveness of those solutions are still unidentified. To close the gap that previous studies have not explored, this research is conducted to find recommendations for tackling the issue of overpackaging in e-commerce by examining the factors that influence consumer preferences towards e-commerce overpackaging solutions. In conducting the study, the researcher used a quantitative approach with purposive sampling by conducting an online survey to 400 e- commerce users from the age range of 17-26 years old (generation Z), domiciled in Bandung and Jabodetabek area, and have experienced overpackaging in e-commerce. The researcher uses descriptive, statistical, and PLS-SEM to analyze the survey result. The result indicates that Innovating Green Packaging Materials, The Establishment of a Recycling System, Government Policy, and Increasing Awareness Towards the Preservation of the Environment has a positive influence on Consumer Preference, The Establishment of a Recycling System and Consumer Preference is mediated by Government Policy and Increasing Awareness T owards the Preservation of the Environment, and Innovating Green Packaging Materials and Consumer Preference is mediated by Government Policy. The finding of this research will give insight and recommendations for the government, e-commerce enterprises, and consumers in tackling the issue of overpackaging in e-commerce.","PeriodicalId":225874,"journal":{"name":"Journal of Consumer Studies and Applied Marketing","volume":"29 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-07-28","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"126764489","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Business Plan of Beauty Brand XYZ: Moisturizer Product","authors":"Nazifa Farzanah, Annisa Rahmani Qastharin","doi":"10.58229/jcsam.v1i2.88","DOIUrl":"https://doi.org/10.58229/jcsam.v1i2.88","url":null,"abstract":"There is rapid growth in Indonesia’s beauty industry—the desire to be physically attractive influences many Indonesians to consume skincare products. Shifting shopping behaviors from offline to online are also developed due to COVID-19. Data shows that the beauty & care category has the largest market share in the FMCG category, and there is fierce competition. XYZ brand wants to take advantage of this situation by creating effective strategies. The purpose of this research is to create a business plan that can be applied by XYZ brand, so they have relevant plans and strategies to compete. This business plan is conducted by conducting company and market analysis, including external, internal and competitive, using primary and secondary data. It shows that XYZ brand has a strong position in product quality, value, and branding but still lags behind competitors in product diversification, market share and presence. XYZ brand will develop a new moisturizer product as diversification. Digital and offline channels will be used with 14 marketing tools to market and distribute the product. The moisturizer needs 3 months of preparation and will involve several vendors. This business plan needs Rp1.058.750.000 as the initial capital and is estimated to gain Rp8.969.268.000 in revenue with a net profit of 26.42% from July 2023 - May 2024. The payback period is estimated to be around 8.015 months, ROI is 2.24. The limitation is regarding the business identity that has already been set by XYZ brand, also limitation from historical and competitor’s data. The previous business plan of XYZ brand is irrelevant to the current condition because they have strengthened their business identity, which is only covered in this business plan. This research also focuses on current market conditions and strategies to survive the fierce competition.","PeriodicalId":225874,"journal":{"name":"Journal of Consumer Studies and Applied Marketing","volume":"47 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-07-26","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"131876783","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"The Role of Social Media Benefits in Affecting Purchase Intention to Reserve a Liveaboard Phinisi Trip in Labuan Bajo","authors":"Raiza Rizkiyana","doi":"10.58229/jcsam.v1i2.96","DOIUrl":"https://doi.org/10.58229/jcsam.v1i2.96","url":null,"abstract":"Tourism has emerged as a key driver of economic growth, leading to a significant emphasis on maximizing consumption within the industry. Bali, as one of Indonesia's prominent tourism destinations, is renowned for its natural beauty and rich culture, attracting not only domestic travelers but also tourists from around the world. Recognizing the global popularity of Bali, the Indonesian Ministry of Tourism and Creative Economy launched the '10 Bali Baru' program, aiming to promote and enhance the appeal of ten other local tourist destinations to rival Bali's success. Among these destinations is Labuan Bajo, which offers tropical landscapes and a unique experience with Liveaboard Phinisi trips. This study focuses on bolstering the tourism industry in Labuan Bajo through social media marketing efforts that can attract tourism consumers' intention to book Liveaboard Phinisi tours. To achieve this, a quantitative approach was employed, gathering data from over 200 survey respondents in Indonesia and conducting data analysis using PLS-SEM. The research findings offer valuable marketing insights to increase purchase intention for domestic tourism products through effective social media marketing strategies.","PeriodicalId":225874,"journal":{"name":"Journal of Consumer Studies and Applied Marketing","volume":"6 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-07-26","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"131147865","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Developing Effective Marketing Strategies for Herviolet After COVID-19 Pandemic: A Case Study of Herviolet","authors":"Rio Dzaki Soempeno, Fitri Aprilianty","doi":"10.58229/jcsam.v1i2.70","DOIUrl":"https://doi.org/10.58229/jcsam.v1i2.70","url":null,"abstract":"The recent COVID-19 pandemic has limited many ethnic modern-style fashion brand’s selling and promotional activities to almost a halt. Their previous main source of income and publicity through national conventions and exhibitions, became unavailable due to pandemic policies and restrictions. These brands must now find a way to capitalize the usage of digital marketing as a way to promote and sell their product. Herviolet is one of the ethnic modern brands that were affected, and are struggling with their marketing efforts due to an ineffective marketing strategy. As stated by Herviolet’s owner, the company does not have a marketing department, goal, nor strategy. Therefore, this research is designed to create solutions towards Herviolet’s marketing strategy problems that will help them increase their brand awareness and product knowledge. An internal and external analysis will be conducted, with the latter using PESTEL and Porter’s Five Forces Analysis, and will be summarized with a SWOT Analysis. A qualitative methodology will also be conducted, using semi-structured interviews towards Herviolet’s owner and two regular customers, where the interview results will be analyzed using open coding. A monthly social media performance analysis will also be conducted, where the account insights, data, and performance will be analyzed to give an image of Herviolet’s current social media performance. From this research, 3 solutions were developed for Herviolet in order to improve their marketing strategy, brand awareness, and product knowledge. \u0000 ","PeriodicalId":225874,"journal":{"name":"Journal of Consumer Studies and Applied Marketing","volume":"41 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-07-18","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"125018572","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Factors Influencing Identification as a Fan and Consumerism towards The Virtual K-Pop Group MAVE:","authors":"Valencia Hoesan, Shimaditya Nuraeni","doi":"10.58229/jcsam.v1i2.72","DOIUrl":"https://doi.org/10.58229/jcsam.v1i2.72","url":null,"abstract":"The K-Pop industry has been developing Virtual K-Pop Group, a K-Pop group with virtual human members who are made to be as similar as possible to actual humans. Identification as a fan is one of the important factors in creating a purchasing behavior in the form of consumerism towards certain K-Pop groups. Therefore, this research was conducted with the aim of identifying factors that significantly influence identification as a fan and consumerism towards one of the well-known Virtual K-Pop Groups, which is MAVE:. This research uses an extended Theory of Planned Behavior framework with additional audio and visual components, virtual group concept, peer influence and social media influence as the variables. The method used in this research is quantitative and using a questionnaire with respondents from Indonesia who have at least once performed consumerism towards MAVE: as the data source. The data was analyzed using the Path Analysis method to examine the influence between variables, namely attitude, subjective norms, perceived behavioral control, identification as a MAVE: fan and consumerism towards MAVE:. The result indicates that virtual group concept’s influence towards attitude and peer influence’s influence towards subjective norms are positively significant. Attitude, subjective norms and perceived behavioral control positively significant in influencing identification as a MAVE: fan. Also, identification as a MAVE: fan significantly influences consumerism towards MAVE: positively. The findings of this research is aimed to understand the consumer behavior of Virtual K-Pop Group consumers, so that it becomes the basis for label companies that produce these groups to create effective strategies for generating revenue as the main goal of business.","PeriodicalId":225874,"journal":{"name":"Journal of Consumer Studies and Applied Marketing","volume":"3 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-07-17","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"131309868","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Evaluating the Effectiveness of Sports Sponsorship from Banking and Financial Services, Case Study: Badminton","authors":"Afifah Khoirunnisah Pandandini","doi":"10.58229/jcsam.v1i2.81","DOIUrl":"https://doi.org/10.58229/jcsam.v1i2.81","url":null,"abstract":"Indonesia is known for its badminton success, yet its badminton and sports industry still has fundamental problems in its management, funding, and regulations impacting the athletes' performances. Whereas an athlete's performance is vital for the sponsors as it results in more exposure an athlete can expect to earn for the sponsors' visibility. Therefore, BNI's decision to sponsor the Indonesian badminton team is now arguable whether the company will benefit from this sponsorship deal. Previous research imposed the role of customer perceptions as the determinant of the sponsorship responses that implies the sports sponsorship effectiveness. Thus, the current research is meant to extend the understanding of sports sponsorship effectiveness, specifically from banking and financial institutions in the context of the Indonesian badminton team. The quantitative method through a questionnaire survey was chosen to conduct this research with a purposive sampling technique targeting the non-BNI users who are also the spectators of Indonesian international badminton tournaments in the last 2 years. The descriptive statistics and PLS-SEM were then utilized to analyze the 308 survey responses acquired. The results showed that consumers consider badminton events significant in Indonesia, although not for them. The sponsorship from BNI is also perceived as favorable and matches with the Indonesian badminton team. However, only some variables contribute positively to the sponsorship responses in brand awareness, corporate image, and purchase intention. To gain benefits from sports sponsorship, a company should attract the right target audience while showing real sincerity in sponsoring the sports property. Further research may be extended into other sports and locations of research to explain better the sports sponsorship effectiveness from consumers' perceptions.","PeriodicalId":225874,"journal":{"name":"Journal of Consumer Studies and Applied Marketing","volume":"8 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-07-16","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"121309513","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Influential Cosmetic Packaging Attributes Toward Customer Purchase Intention","authors":"Maurel Sara Hasibuan, Shimaditya Nuraeni","doi":"10.58229/jcsam.v1i2.80","DOIUrl":"https://doi.org/10.58229/jcsam.v1i2.80","url":null,"abstract":"The global skincare industry is experiencing rapid growth, with Indonesia's skincare market expected to be the fastest-growing in the Asia-Pacific region, mainly contributed by the middle-class population. This phenomenon leads to a highly saturated market, requiring brands to differentiate themselves through packaging, increasing companies' investment in packaging. Generational preferences influence packaging design, as Generation Z favors simple and sustainable packaging. This study aims to identify the cosmetic packaging attributes significantly impacting Generation Z's purchase intention. This research identifies visual packaging attributes such as packaging material, closure types, shape, color tone, and graphics as significant factors in customer purchase intention. The study uses a quantitative approach where a questionnaire is distributed to Generation Z residing in Jabodetabek and Bandung. Regression and conjoint analyses are employed to analyze the influence of the independent variable. The regression results indicate that packaging material, shape, and color tone significantly impact customer purchase intention. Conjoint analysis reveals that packaging material is the most important variable, followed by packaging shape, closure, and color tone. The most preferred packaging profile combination comprises glass material, dispensing closure, bottle shape, and tertiary Color. Even though both method results provide different rank significance results, the conjoint analysis provides more relevant results as it depicts packaging as a whole similar to real situations. The findings of this study can be utilized to determine which important packaging attributes need to be focused on during the designing process.","PeriodicalId":225874,"journal":{"name":"Journal of Consumer Studies and Applied Marketing","volume":"35 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-07-16","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"128631722","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Determinants Factors of Islamic Financial Inclusion in West Java: A Comparison Between Generation Z and Millennials","authors":"Amarila Indi Haryadi","doi":"10.58229/jcsam.v1i1.75","DOIUrl":"https://doi.org/10.58229/jcsam.v1i1.75","url":null,"abstract":"Islamic finance is one of the fastest-expanding global financial systems, and it predicted that Islamic finance has promising future asset growth. As a country with the largest Muslim population, Indonesia has great potential in the Islamic economy and finance sector. The rise of Islamic finance in the world's financial system and Indonesia's huge potential have attracted the attention of the Indonesian government, which wants to make Indonesia a leader in the world's Islamic economy. West Java was chosen as a pilot province for other regions in developing Islamic finance. More than half of West Java's population comprises Generation Z and Millennials. These two generations will play important roles in financial institutions in the next decade and will dominate Indonesia in 2045. The main purpose of this study is to explore the determinants of Islamic financial inclusion of Generation Z and Millennials in West Java and compare them. The data from 616 respondents was collected and analyzed using PLS-SEM. It found that Generation Z and Millennials have differences in how much each factor affects them. The difference between them is that religiosity has a stronger influence on Millennials than on Generation Z, and social influence has a stronger influence on Generation Z than on Millennials. Overall, this study concludes that, consecutively, Islamic financial literacy, social influence, and religiosity influence Islamic financial inclusion among Generation Z and Millennials in West Java.","PeriodicalId":225874,"journal":{"name":"Journal of Consumer Studies and Applied Marketing","volume":"139 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-07-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"115783806","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Impact of Mixue's Halal Announcement on Company's Brand Reputation: a Naive Bayes Sentiment Analysis Approach","authors":"Gilbert Tandiawan, Meditya Wasesa","doi":"10.58229/jcsam.v1i1.77","DOIUrl":"https://doi.org/10.58229/jcsam.v1i1.77","url":null,"abstract":"With the rise of beverage and ice cream market entry through franchising, Halal certification is more concerned than ever, especially in a country where Muslims take a huge percentage of the whole populations, like Indonesia. The hinderance of business operation could potentially occur if customers felt dissatisfied and unwelcome toward the market entry, that had not had Halal certification, ultimately affecting the brand reputation based on customer satisfaction above all. Hence, this research aims to find out whether Halal Announcement can turn a brand into having a better brand reputation, by analyzing comments retrieved through Instagram, as well as to evaluate the prediction model of Naïve Bayes by using TF-IDF machine learning classification. The data for this research was separated into two posts, which have 3861 and 3128 unfiltered comments for occurrences before and after Halal Announcement respectively. These comments then are processed to validate that the company was able to rebound the positive sentiments after the Halal Announcement, in which the hypothesis was accepted. Furthermore, the developed Naïve Bayes model is evaluated on the After Halal Announcement dataset, achieving an average accuracy of 65.99%, showing that model is able to predict the sentiment quite fair with several key takeaways that are noted.","PeriodicalId":225874,"journal":{"name":"Journal of Consumer Studies and Applied Marketing","volume":"44 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-07-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"123194319","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}