Journal of Consumer Studies and Applied Marketing最新文献

{"title":"Moderating Factors Affecting Brand Loyalty In Boycotts of Israel-Affiliated Brands","authors":"Anggi Nurdiani","doi":"10.58229/jcsam.v2i2.162","DOIUrl":"https://doi.org/10.58229/jcsam.v2i2.162","url":null,"abstract":"This study explores how brand loyalty influences Indonesians' decisions to boycott brands associated with Israel following a significant event in October 2023 that renewed global attention on the Palestine-Israel conflict. Employing a mixed-method approach, the research integrated qualitative interviews and quantitative surveys with 546 respondents, analyzed through Partial Least Squares Structural Equation Modeling (PLS-SEM). The results reveal that brand loyalty significantly negatively affects boycott behavior, indicating that consumers with high brand loyalty are less likely to engage in boycotts. However, perceived efficacy notably moderates this relationship, as those who believe their boycott actions are effective are more likely to participate in boycotts despite their brand loyalty. In contrast, animosity, subjective norms, and counter-arguments do not significantly impact the connection between brand loyalty and boycott intentions. These findings underscore the intricate interplay between brand loyalty and consumer activism, providing valuable insights for brands addressing ethical dilemmas. To navigate political and social issues effectively, brands should strive for neutrality and uphold ethical practices to mitigate the influence of such issues on consumer behavior.","PeriodicalId":497875,"journal":{"name":"Journal of Consumer Studies and Applied Marketing","volume":"4 8","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-07-28","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141797226","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":"Exploring Customer Preference to Develop an Effective Customer Relationship Management Strategy","authors":"Frederika Amelia Trahutama","doi":"10.58229/jcsam.v2i2.201","DOIUrl":"https://doi.org/10.58229/jcsam.v2i2.201","url":null,"abstract":"Comvee is a clothing brand that focuses on making adaptive clothing or clothing that is specifically tailored to meet the needs of people with high mobility in terms of getting dressed easily and quickly. This research aims to identify the preferences of Comvee's customers, understand how Comvee's Customer Relationship Management will correlate with its Customers' Preferences, and enhance the understanding of recommendations for Comvee to develop its Customer Relationship Management strategy which is in line with the Customer Preference. In this research, there are three dimensions involved in Customer Preference, namely Perceived of Product, Perceived of Price, and Perceived of Promotion. Meanwhile, in Customer Relationship Management there are also three dimensions, namely Customers' Attraction, The Value Delivered to Customers, and Customer Engagement. This study used a quantitative approach and the data was collected with an online survey in the form of a questionnaire, which spread out to 115 respondents who followed Comvee's social media such as Instagram and TikTok. To analyze the relationship between the variables, it used Descriptive Analysis, Spearman's Correlation Analysis, and Cross-tabulation Analysis. The results showed that Customer Preference has a strong positive correlation to Customer Relationship Management with a correlation coefficient of 0.815. Comvee's customers also revealed that they have a preference for effective communications of promotions, the clarity of the product's value and advantage, products that suit their needs, and the suitability of product prices with their price tolerance. There are also recommendations regarding the development of Comvee's Customer Relationship Management, which are social media optimization according to the target audience, optimize efforts to attract the attention of the market age group 25 - 34 years, strengthen offline presence and community building, and always try to emphasize product's functionality, benefits, and value, while also making its promotion as relatable as possible.","PeriodicalId":497875,"journal":{"name":"Journal of Consumer Studies and Applied Marketing","volume":"1 11","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-07-28","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141796995","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":"Marketing Communication Strategy on Instagram of Asa Cerra's Probiotic Drink","authors":"Evinka Aisha Maulana","doi":"10.58229/jcsam.v2i1.200","DOIUrl":"https://doi.org/10.58229/jcsam.v2i1.200","url":null,"abstract":"The growth of Indonesia's probiotic, health, and wellness industry has compelled companies in this sector to adopt effective marketing communication strategies to address customer needs and preferences. Companies are increasingly promoting the value of their products by highlighting their benefits and ingredients. Asa Cerra, a new company preparing to launch its probiotic product \"Nata de Whey,\" recognizes the importance of understanding the customer profile to effectively tailor its value proposition and marketing strategies. This research aims to identify the characteristics of Asa Cerra's target customers, employing the AIDA Marketing Funnel framework. The research includes an internal analysis of Asa Cerra's capabilities and resources and an external analysis using PESTLE and Porter's Five Forces frameworks. It also involves assessing customer insights and competitive dynamics. Qualitative research is conducted through in-depth interviews with 7 Asa Cerra customers, one probiotic expert, and one marketing expert. The findings indicate that Asa Cerra's customers are health-conscious and well-informed about probiotics. They seek information from various sources, including scientific journals, social media, experts, and personal networks. They also maintain an open-minded approach to new developments. Asa Cerra will implement a multi-faceted marketing strategy to engage effectively with these customers. This includes raising awareness through Instagram content and campaigns that promote the benefits of probiotics and \"Nata de Whey,\" generating interest by sharing product details and testimonials, building desire by highlighting unique benefits, pricing, availability, and community aspects, and driving action with a seamless e-commerce platform and excellent after-sales service. This comprehensive approach will ensure that Asa Cerra's marketing communication strategy aligns with customer expectations and supports successful product adoption.","PeriodicalId":497875,"journal":{"name":"Journal of Consumer Studies and Applied Marketing","volume":"70 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-07-27","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141798279","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 Influence of Product Quality and Product Attributes on Purchase Intention of Powdered Breast Milk Service Mediated by Belief Systems","authors":"Muhammad Razan, Shimaditya Nuraeni","doi":"10.58229/jcsam.v2i1.215","DOIUrl":"https://doi.org/10.58229/jcsam.v2i1.215","url":null,"abstract":"This study explores the impact of product quality, product attributes, and belief systems on purchasing intentions for Mengasihi breast milk powder manufacturing services. The research utilized an online survey to gather data from 284 mothers residing in the Greater Bandung and Jabodetabek regions. Participants were selected based on their familiarity with powdered breast milk and their status as parents. The data was analyzed using Path Analysis to understand the relationships between the variables. The findings demonstrate that both the quality and attributes of powdered breast milk products significantly influence consumer purchasing intentions. These effects are observed both directly and indirectly through the mediation of consumer belief systems. Specifically, product quality and attributes positively affect purchasing intentions by enhancing perceived value and satisfaction. However, the belief system was found to have the most substantial impact on purchasing intentions. This suggests that consumers' pre-existing beliefs and values play a crucial role in shaping their decisions regarding breast milk powder. The study highlights the importance of understanding consumer belief systems in the context of marketing strategies. For Mengasihi, these insights suggest that improving product quality and clearly communicating product attributes can enhance consumer perceptions and intentions. Additionally, addressing and aligning with consumer belief systems is essential for building trust and increasing brand loyalty. By focusing on these areas, Mengasihi can develop more effective marketing strategies to enhance consumer awareness and strengthen its market position.","PeriodicalId":497875,"journal":{"name":"Journal of Consumer Studies and Applied Marketing","volume":"37 8","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-07-25","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141806101","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 Influence of Visual Attributes in Packaging Design on Generation Z's Dessert Snack Purchasing Decision","authors":"Azka Belliza, Nurrani Kusumawati","doi":"10.58229/jcsam.v2i1.175","DOIUrl":"https://doi.org/10.58229/jcsam.v2i1.175","url":null,"abstract":"This research explores the influence of packaging design on the purchasing decisions of Generation Z consumers, focusing on dessert snack products. The primary objective of this study is to evaluate the extent to which each visual element of a product's packaging influences the purchasing decisions of Generation Z consumers. A further aim is to identify specific preferences for each visual element in food packaging design that Generation Z. favors. In order to achieve these objectives, a mixed-methods approach was employed, combining quantitative surveys with 422 respondents and qualitative interviews with 12 participants, all from Generation Z. The results reveal that visual appeal significantly influences purchasing decisions, primarily through the mediating variable of perceived quality. Individual elements such as appealing color combinations and unique typography enhance perceived quality, driving purchasing decisions. Illustrations on the packaging also significantly impact purchase decisions. The choice of packaging material, especially eco-friendly options, positively affects perceived quality, while the shape and size of packaging influence perceptions of practicality and quality. While some visual elements, like product photography and shape, show small influences and do not directly influence purchase decisions, they contribute to the packaging's overall attractiveness and perceived quality. These findings suggest that effective packaging design tailored to the visual preferences of Generation Z can enhance the marketability of dessert snack products. However, the study has limitations, including its focus on a specific product category and demographic group, which may not generalize to other contexts. Future research could explore the influence of packaging design on different consumer groups and product categories. The study provides insights for marketers and designers aiming to capture the attention of Generation Z consumers through strategic packaging design.","PeriodicalId":497875,"journal":{"name":"Journal of Consumer Studies and Applied Marketing","volume":"22 7","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-07-24","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141808782","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":"Green Online Food Delivery In Tourist Destinations: Analysis of Tourists' Value on Attitude And Purchase Intentions","authors":"Aura Bulan Andhara Prawira, Elvia Giovanni, Mega Fitriani Adiwarna Prawira, Siti Yulia Irani Nugraha, Sri Utari Widyastuti","doi":"10.58229/jcsam.v2i1.146","DOIUrl":"https://doi.org/10.58229/jcsam.v2i1.146","url":null,"abstract":"This study investigates the implementation of environmentally friendly online food delivery services in tourist destinations, aiming to align with the principles of sustainable tourism. The primary objective is to analyze how tourist values influence their attitudes and purchase intentions toward online food delivery in these destinations. A quantitative research method is employed, utilizing Structural Equation Modeling-Partial Least Squares (SEM-PLS) to assess the impact of customer value on attitudes and purchase intentions toward Green Online Food Delivery (Green OFD). The study sample comprises 120 tourists with prior experience using online food delivery services during their visits to tourist destinations. The results indicate that the availability of Green OFD, derived from environmentally friendly local products, significantly affects tourists' attitudes and purchase intentions, especially among those who are mindful of sustainability issues. Tourists demonstrate positive attitudes and purchase intentions when they recognize functional, emotional, social, and epistemic values, including the feeling of contributing to environmental conservation by opting for Green OFD. The findings offer theoretical and practical insights for advancing sustainable tourism destination development.","PeriodicalId":497875,"journal":{"name":"Journal of Consumer Studies and Applied Marketing","volume":"27 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-05-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141112885","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":"Transforming Arid and Semi-Arid Areas to be Food Secure: The Role of Small-Scale Irrigation Projects","authors":"B. Kimwaki","doi":"10.58229/jcsam.v2i1.143","DOIUrl":"https://doi.org/10.58229/jcsam.v2i1.143","url":null,"abstract":"The primary aim of this research was to evaluate the contribution of irrigation-based initiatives towards ensuring food security. The specific objectives encompassed assessing the role of labor within small-holder irrigation projects in bolstering food security, analyzing the impact of external donor assistance on food security outcomes within these projects, and appraising the extent of governmental backing for small-holder irrigation endeavors in the pursuit of food security goals. Employing a descriptive survey methodology, the study was conducted within various small-holder irrigation projects. The research population consisted of 1303 members affiliated with the irrigation schemes, alongside 12 agricultural officers. Utilizing a simple random sampling technique, two agricultural extension officers were selected from the irrigation schemes, while a stratified sampling approach identified 66 irrigation scheme members for participation in the study. Data collection primarily relied on the administration of questionnaires. Findings revealed that the majority of farmers predominantly relied on their labor or that of family members, with minimal utilization of hired labor observed in small-scale irrigation ventures. Consequently, labor scarcity emerged as a notable challenge within these projects. Furthermore, the study highlighted that a significant proportion of small-holder irrigation initiatives benefited from external donor support. To address labor shortages, the research suggested incentivizing specialized labor while recommending collaborative efforts among farmers to engage specialists in crop management, thereby enhancing crop productivity within the schemes.","PeriodicalId":497875,"journal":{"name":"Journal of Consumer Studies and Applied Marketing","volume":"97 3","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-04-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140720268","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 Influence of Customers' Trust To Permission E-mail Marketing Acceptance And Purchase Intention of Online Paid Course","authors":"Salwa Qotrunnada, Fitri Aprilianty","doi":"10.58229/jcsam.v2i1.116","DOIUrl":"https://doi.org/10.58229/jcsam.v2i1.116","url":null,"abstract":"The world of education in Indonesia has developed along with technological advances and the use of the Internet, particularly during the pandemic, that make remote learning feasible. Alongside formal education, the demand for skill education has surged, creating an attractive market for online paid course players to penetrate, like MySkill. MySkill adopts various advertising strategies to promote its services, mainly email marketing. However, email marketing does not significantly influence customers' purchase intention of MySkill services. Therefore, this research intends to test the effect of customers' trust on permission email marketing and its subsequent influence on purchase intention. This research utilizes a quantitative approach by online survey and uses descriptive statistics and PLS-SEM to analyze the survey result. The results revealed that customers' trust significantly influences permission email marketing acceptance and purchase intention. Permission email marketing positively affects perceived usefulness and ease of use, increasing customer purchase intention. However, the relationship between perceived ease of use and purchase intention was not statistically significant. These findings are expected to give insight into developing better strategies for purchase intention in the educational technology industry or related industries.","PeriodicalId":497875,"journal":{"name":"Journal of Consumer Studies and Applied Marketing","volume":"60 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-02-28","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140420985","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":"Self-Efficacy of Live Streaming Hosts Influenced By Mindset","authors":"Detri Sefianmi, Rina Sari, Rika Mustika","doi":"10.58229/jcsam.v2i1.137","DOIUrl":"https://doi.org/10.58229/jcsam.v2i1.137","url":null,"abstract":"Self-efficacy (Bandura, 1997) reflects the Host's belief in their ability to perform an activity. Furthermore, self-efficacy can influence the host's behavior when facing new challenges and situations. The level of individual self-efficacy is strongly influenced by the individual's ability to cope with the task. This condition is an indication of the form of mindset that affects the level of Host self-efficacy. According to Dweck (Rosyid, 2021), Mindset is the way a person views their ability to understand and face the world. A person's mindset can be seen from his attitude and behavior when responding to events or phenomena he experiences. Dweck (2015) suggests that there are two types of mindset, namely growth mindset and fixed mindset. This study uses quantitative research methods with an inductive approach. Respondents used were 402 Live Streaming Hosts. This research data collection uses a questionnaire distributed via google form. Based on the results of data analysis, it was found that there was a significant positive effect of fixed mindset and growth mindset on the self-efficacy of Live Streaming Hosts in the Kitty Live and Mico applications (R2 .019; sig<0.05 and R2 .020; sig<0.05). When Hosts have a growth mindset, it will increase their confidence in their abilities.","PeriodicalId":497875,"journal":{"name":"Journal of Consumer Studies and Applied Marketing","volume":"25 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-02-28","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140418451","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}