Journal of Consumer Studies and Applied Marketing

Moderating Factors Affecting Brand Loyalty In Boycotts of Israel-Affiliated Brands

2024-07-11T00:41:47+07:00

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.

Exploring Customer Preference to Develop an Effective Customer Relationship Management Strategy

2024-07-28T10:18:30+07:00

Comvee is a clothing brand specializing in adaptive apparel that facilitates easy and quick dressing for individuals with high mobility needs. This research aims to identify Comvee's customer preferences, explore how Comvee's Customer Relationship Management (CRM) correlates with these preferences, and provide recommendations for aligning CRM strategies with customer preferences. The study examines three dimensions of customer preference: Product Perception, Price Perception, and Promotion Perception. For CRM, the dimensions are Customer Attraction, Value Delivered to Customers, and Customer Engagement. A quantitative approach was used, with data collected via an online survey distributed to 115 respondents who follow Comvee on Instagram and TikTok. Descriptive Analysis, Spearman's Correlation Analysis, and Cross-tabulation Analysis were employed to assess the relationships between variables. The results indicate a strong positive correlation between Customer Preference and CRM, with a correlation coefficient of 0.815. Customers preferred effective promotional communication, clear product value and benefits, products meeting their needs, and prices aligning with their tolerance. Recommendations for enhancing Comvee's CRM include optimizing social media engagement tailored to the target audience, focusing on the 25-34 age group, strengthening offline presence and community building, and emphasizing product functionality, benefits, and value in promotions.

Develop Social Media Strategy to Build Parent's Brand Awareness and Purchase Intention of Children's Educational Product Through Advertisement Approach

2024-07-29T10:33:16+07:00

The children's educational product industry in Indonesia is experiencing growth. As a student start-up about to launch its main product, Lab Buddy needs to develop strategies to build awareness and penetrate the market effectively. With parents increasingly seeking information about children's products on Instagram, Lab Buddy must craft a strategy to leverage Instagram to deliver promotional content that attracts the target market, highlights the value and offerings of Lab Buddy, and encourages purchase intentions. This research aims to identify an effective social media strategy for Lab Buddy. It has been found that advertisements are a potent social media method that can significantly impact the business. The study employs a quantitative approach, collecting data through questionnaires and analyzing it using Partial Least Squares Structural Equation Modeling (PLS-SEM). Data was gathered from 205 parents of children in grades 1-3 of elementary school who are familiar with and follow children's educational brands and show concern for their children's educational development, as evidenced by their purchases of educational products. The research results indicate that entertainment and credibility positively influence perceived advertising value. Furthermore, perceived advertising value positively affects brand awareness and purchase intention for children's educational products. However, informativeness does not significantly impact the perceived value of advertising these products. Based on these findings, Lab Buddy can develop an effective promotional strategy on social media by aligning with parents' interests and behaviours on Instagram to enhance awareness and drive purchase intentions.

Exploring Factors Influencing Parent's Purchase Intention Towards Mathematics Educational Comics

2024-07-29T11:53:40+07:00

This research investigates the factors influencing parents' purchase intentions towards mathematics educational comics by expanding the Theory of Planned Behavior. Using a qualitative approach, the study conducted semi-structured interviews with ten parents of children in grades 1 to 3, selected through purposive sampling. The objective was to explore how various factors affect parents' decisions to purchase these educational materials. The study identifies several key characteristics that impact purchase intentions. Notably, teaching attributes such as the frequency and duration of use and parental attributes play a crucial role. The research also ranks the factors influencing purchase intentions in the following order: Perceived Behavioral Control, Attitude, Perceived Ease of Use, Perceived Value for Money, Subjective Norms, and Perceived Product Quality. This hierarchy reflects how parents prioritize these elements when deciding whether to invest in educational comics for their children. The findings suggest that Perceived Behavioral Control and Attitude are the most influential factors, highlighting the importance of how parents feel they can manage and benefit from the educational product. Perceived Ease of Use and Perceived Value for Money follow, emphasizing the need for user-friendly products that offer good value. Subjective Norms and Perceived Product Quality are also important but have a lesser impact than other factors. These insights are valuable for developing business strategies and marketing plans. By understanding and addressing these factors, companies can tailor their approaches to meet parents' needs better and enhance the appeal of mathematics educational comics.

Exploring Santoon's Customers' Preferences That Affect Their Purchase Decision For Buying Fashion Products

2024-08-11T01:39:20+07:00

There is a significant shift towards online shopping in the digital era, particularly within the fashion industry. Despite this trend, Santoon, a clothing brand in Indonesia, faces challenges with online sales being considerably lower than offline sales, even though many of its customers and target market prefer purchasing fashion products online. This study aims to identify the preferences of Santoon's customers that impact their decision-making process when buying fashion products. Adopting a qualitative approach, the research utilizes semi-structured interviews to gather in-depth insights. A non-probability purposive sampling technique focused on Santoon's past customers and target market. The study reveals that design, quality, and sizing are the primary factors influencing customers' preferences for fashion products. Additionally, detailed product descriptions and customer reviews are crucial in shaping online shopping preferences. Although customers often visit offline stores to see and sample products, the final purchase decision is frequently made online. The findings underscore the importance of enhancing online product descriptions and leveraging customer reviews to build trust. Integrating online and offline shopping experiences is essential to cater to hybrid customer behaviour. Recommendations for Santoon include improving the detail and accuracy of online product descriptions, utilizing customer reviews to foster trust, and merging online and offline shopping experiences. Furthermore, optimizing Instagram marketing by posting content related to the daily use of Santoon's products is advised, given the significant overlap between the brand's target market and Indonesian Instagram users.

Business Model Formulation For Yarn Store As Cultural Tourism

2024-08-15T13:34:36+07:00

This study aims to develop a sustainable business model for the first physical store of Mondu Crafts, a yarn store targeting cultural tourism. Research objectives include analyzing market characteristics, identifying factors affecting the business, and designing a suitable strategy. A mixed-method approach was used, employing questionnaires and interviews, analyzed through descriptive and cross-tabulation methods. Key findings indicate strong interest in Mondu Crafts, especially among females aged 17-35. High-income groups face time constraints, while lower-income groups face budget limitations. Strategies such as offering free, short trial workshops are recommended. Results highlight the trend for one-stop shops, integrating sightseeing, food, activities, and souvenirs. Long-term sustainability suggestions include integrating AI-based language translation services and eco-friendly initiatives. Establishing Mondu Crafts Cafe & Store in Bandung is both market-viable and financially feasible, with potential expansion to Bali for a broader reach. The study provides practical insights for developing a robust Business Model Canvas for a creative economy as a cultural tourism.

Redefining General Public Segment In Kustomfest: A Research On Visitor Motives In Attending A Kustom Kulture Festival

2024-08-15T15:57:58+07:00

The Indonesian creative economy has experienced significant growth, with creative tourism emerging as a prominent driver. This study centers on Kustomfest, the Indonesian Kustom Kulture Festival, recognized as one of the largest Kustom Kulture hubs in the country. Between 2019 and 2023, there was a notable shift in the festival's audience composition, with the general public now constituting the majority segment. The research aims to identify and analyze the key motives driving the general public to attend Kustomfest, segment the market based on these motives, and examine each segment's sociodemographic profiles and behavioral characteristics. Three distinct market segments were identified, each motivated by different factors. Insights from this study can assist organizers of similar Kustom Kulture-related events in expanding creative tourism in Indonesia. By understanding visitor motivations and behaviors, event organizers can tailor marketing strategies, enhance visitor experiences, and capitalize on revenue opportunities from the general public segment. Recommendations are provided to attract, retain, and expand each segment through business model innovation, thus contributing to the sustained growth of Indonesia's creative economy. The findings highlight the importance of understanding visitor motivations and behaviors to maximize the impact of cultural events on the broader creative economy. These insights enable event organizers to foster growth in Indonesia's creative sector, ensuring that cultural festivals like Kustomfest continue to evolve and appeal to a diverse audience.

Factors Affecting Customer's Purchase Decision of Makeup Products From Local Brands On TikTok Live Streams

2024-08-16T14:14:29+07:00

Social media platforms have drastically reshaped communication, content sharing, and consumption in the fast-evolving digital era. TikTok, a prominent platform, has gained substantial influence in Indonesia, becoming a significant force in the business world. This study examines the factors that affect consumer purchase decisions for local makeup products during TikTok live-streaming sessions. Utilizing a mixed-methods approach, the research integrates qualitative and quantitative methods to understand consumer behavior comprehensively. Qualitative data is analyzed through manual coding, offering detailed insights into consumer perceptions and motivations. Quantitative data is assessed using Partial Least Squares Structural Equation Modeling (PLS-SEM) to identify statistical relationships and patterns. The study involves a minimum of 12 participants for qualitative analysis and 200 for quantitative analysis, focusing on beauty enthusiasts familiar with TikTok's live-streaming features. The research aims to uncover how live streaming influences purchasing decisions and provides actionable insights for local beauty brands. By leveraging TikTok's interactive capabilities, the findings will help these brands enhance their marketing strategies and engage more effectively with their target audience. This study contributes to understanding the impact of social media on consumer behavior and offers practical recommendations for maximizing the potential of live streaming in the beauty industry.

The Pink Tax in Consumer Behavior for Personal Care Products

2024-09-07T02:53:29+07:00

Pricing significantly influences consumer decisions, with variations often observed for similar products due to purchase timing, market segments, and Gender. This phenomenon, known as price discrimination, can raise ethical concerns, especially when it exacerbates inequalities. A notable example is the "pink tax," where products marketed towards women are priced higher. Despite legislative efforts like California's Gender Tax Repeal Act and similar measures in New York, gender-based pricing disparities persist, particularly in personal care products. This study explores consumer perceptions of pricing fairness in personal care products and the impact of the pink tax on purchasing decisions. The research employs a mixed-methods approach, combining surveys to gather quantitative data and semi-structured interviews for qualitative insights. The surveys measure public awareness and attitudes towards the pink tax, while in-depth interviews with women who frequently purchase personal care products provide an understanding of their experiences. The results are expected to reveal that consumers generally perceive the pink tax as unfair and exploitative, influencing their purchasing behaviour and attitudes towards gender-neutral products. This study will contribute to understanding gender-based pricing and its effects on consumer behaviour in Indonesia, offering insights for promoting fairer pricing practices.