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Marketing and Management : An Asian Perspective
... Perilaku konsumen adalah tindakan individu yang secara langsung terlibat dalam pencarian, penggunaan, dan evaluasi produk dan jasa, termasuk di dalamnya proses pengambilan keputusan yang terjadi sebelum dan sesudah tindakan tersebut (Aprillita & Perkasa, 2021). Sementara itu, menurut (Kotler et al., 2018), keputusan pembelian merupakan proses yang dilalui konsumen dalam menentukan apa yang dibeli, kapan, di mana, dan bagaimana membelinya. ...
... Kualitas yang sesuai dengan harapan konsumen dapat menjadi pendorong utama dalam keputusan pembelian. Menurut (Kotler et al., 2018), kualitas produk adalah kemampuan produk dalam menjalankan fungsinya, termasuk daya tahan, keandalan, ketepatan, kemudahan penggunaan dan perawatan, serta atribut bernilai lainnya. Kualitas produk mencerminkan keunggulan kompetitif dan nilai tambah yang ditawarkan oleh suatu merek dibandingkan dengan pesaing (Priansa & Suryawardani, 2020). ...
... Penetapan harga yang sesuai dengan kemampuan dan daya beli konsumen akan membuat produk lebih kompetitif. Menurut (Kotler et al., 2018), harga adalah sejumlah uang yang harus dibayarkan oleh konsumen untuk mendapatkan suatu produk, atau nilai yang diberikan konsumen sebagai imbalan atas manfaat dari produk tersebut. Semakin sesuai dan terjangkau harga sebuah produk, semakin besar pula kemungkinan konsumen untuk memilih dan membeli produk tersebut. ...
This study aims to analyze the influence of product quality and price on Telkomsel internet card purchase decisions. In today's digital age, the need for fast, stable, and affordable internet services is increasing, so it is important for telecommunications service providers to understand the factors that influence consumer decisions. This study uses a quantitative approach with a survey method on a number of respondents using Telkomsel internet cards. The population in this study is Telkomsel internet card users in Makassar City. The sample in this study was 97 respondents. The results of the analysis show that product quality and price have a significant effect on purchasing decisions. Product quality that includes network speed, signal stability, and wide area coverage proves to be a key consideration in purchasing decisions. Meanwhile, competitive prices and in accordance with the benefits offered also contribute to shaping consumer preferences. This finding indicates that Telkomsel needs to continue to maintain the quality of its services while implementing the right pricing strategy to increase competitiveness and customer loyalty.
... Validity testing aims to determine the validity or appropriateness of the questionnaire used in measuring and obtaining research data from the respondents [9]. Based on Table 2, it can be observed that the validity testing of the research instrument or questionnaire for each statement obtains an obtained r value greater than the table r value of 0.1824, with a significance level of 0.001 < 0.005. ...
... To determine whether the independent and dependent variables follow a normal or non-normal distribution in the regression model test, a test of normality was conducted [9]. In this study, the Kolmogorov-Smirnov test was employed, with the criterion that if the obtained significance value > 0.05, then the data is normally distributed; conversely, if < 0.05, then the data is not normally distributed. ...
... reliability test. A variable is considered reliable if the Cronbach's Alpha value is > 0.70[9].Table 3. Reliability Test Results ...
This study aims to analyze the impact of Augmented Reality (AR)-based Product Visualization on Customer Satisfaction in the wall paint industry. A quantitative survey method was employed, collecting primary data through questionnaires from customers of wall paint companies. Regression analysis was used to analyze the data and identify the influence of the independent variable (AR-based Product Visualization) on the dependent variable (Customer Satisfaction). The research results reveal that AR-based Product Visualization significantly affects customer satisfaction (t calculated > t critical, 11.155 > 1.980). Approximately 52.6% of the variation in customer satisfaction can be explained by AR-based Product Visualization. These findings indicate that the implementation of AR technology in the wall paint industry can enhance customer satisfaction.
... However, much of the digital marketing research still fails to explain how together, different multichannel strategies affect the brand awareness and the purchase intention, especially with emerging resource constrained firms (Nguyen & Nhu, 2022) or, resource constrained firms (Putri, 2021). In this regard, this study is designed to fill in those gaps with the developing of a framework that look at the combined effects of multiple digital marketing channels and respective theories (Ajzen, 1991; Kotler et al., 2007). ...
... In view to digitalization surge, adaptive frameworks have been required to engage with new consumption habits said Verhoef et al. (2021), Dabbous & Barakat (2022). Agile Marketing and COBRA, and most foundational models, such as Consumer Behavior Theory (Kotler et al., 2007) are complementary in the offering of different perspectives. Marketers can use these theories to get a grasp of what is influencing the consumer choice but even more, how engagement plays out in a digital interconnected world. ...
... Consumer Behaviour Theory describes how people decide to use their time, money, effort etc to consume things. According to Kotler et al. (2007), this is break down the decision-making process in five important stages such as need recognition, information search, evaluation of the alternatives available for choosing, purchase decision and post purchase behavior. Given that they can now access an abundance of content across platforms, consumers' behaviour and the determination of marketing tactics to leverage future purchase processes have been changed by digital tools that disrupt traditional marketing touchpoints (Nguyen & Nhu, 2022;Chalil et al., 2022). ...
The research analyzes how emerging firms experience brand attitude and purchase intention changes from using multi-channel digital marketing approaches SEO and SMM and CM and EM. The literature gap regarding digital marketing receives comprehensive study through assessing these approaches for their combined effect on purchase choice which relies on psychological players including brand attitude and brand awareness. Digital consumers in Pakistan formed the subject of this research which used a quantitative survey approach and purposive sampling methodology to distribute 300 questionnaires among the population. A data analysis was conducted with Partial Least Squares Structural Equation Modeling (PLS-SEM) executed through SmartPLS 4.0. The model examination employed validated measure scales and assessed both direct effects as well as indirect effects that included mediated relationships and modulating factors. The study showed that content marketing and email marketing produced the greatest effect on brand attitude (β = 0.60 and β = 0.61) before brand attitude drove purchase intention at β = 0.45. The analysis demonstrated that brand awareness did not exhibit strong statistical moderation thus showing that consumer perception stands above brand visibility importance. The investigation combines Agile Marketing and COBRA frameworks in developing practical recommendations for marketers to concentrate on value-centered and emotionally driven involvement across different platforms.
... Specialization also allows professionals to differentiate themselves in a crowded market, increasing their competitiveness and earning potential (Hansard, 2017). Moreover, specialization can lead to increased efficiency and productivity, as professionals focus on specific areas of practice and develop tailored solutions for clients (Kotler et al., 2017). This, in turn, can drive innovation and improve industry standards, as professionals continually update their knowledge and skills to stay ahead of market trends (Galaty et al., 2017). ...
... The widespread adoption of digital tools, such as property portals, social media, and customer relationship management (CRM) software, Editions has also enabled professionals to streamline processes, enhance customer engagement, and access vast amounts of data (Hansard, 2017). In addition, changing market trends and increasing consumer demands have also driven the need for evolving competence and specialization in real estate practice (Ling & Archer, 2015;Kotler et al., 2017). Friedson (2001) also earlier noted that the rise of sustainable development and green building, for example, has created a need for professionals with expertise in energy-efficient design, renewable energy systems, and environmental assessment. ...
This study investigated the imperative for evolving competencies and specialization in real estate practice in Lagos, Nigeria, underscoring the importance of skill updates and specialization among professionals, regulatory enforcement and standard promotion by policymakers, and curriculum reviews, practical training and research collaboration by educational institutions. The study focused on Estate Surveyors and Valuers actively practicing in Lagos as its target group while data were collected via questionnaires and analyzed using Weighted Mean Score, Relative Importance Index and Factor Analysis. The result identified areas of high competency, in Valuation, Estate Agency and Marketing including Real Estate Consultancy Services. However, certain areas of practice, such as Rural Property Management and Agricultural Property Management showed lower competency levels, indicating a need for further professional development. In addition, the research revealed Business Assets and Intellectual Property; Plant and Machinery Valuation; Agricultural Property Management; Valuation and Environmental Valuation as stand out priority areas requiring adequate specialization and competency. Furthermore, the results of the Factor analysis revealed three primary drivers influencing competency and specialization: regulatory changes, changes in client expectations and demand, and globalization and technological advancements, which collectively account for 70.099% of the variance which was significant at p≤0.000. These findings underscore the need for Estate Surveyors and Valuers in Lagos to focus on ongoing professional development, competency and specialization particularly in underdeveloped areas of expertise and to stay aligned with global trends and regulatory changes. The study recommends targeted training, enhanced networking, and continued education to address these gaps and strengthen overall competency in the profession.
... Brand Positioning is the act of designing a company's offering and brand images to occupy a distinctive place in the minds of the target market (Mogaji, Restuccia, Lee, & Nguyen, 2023). The goal is to instill the brand in the minds of consumers to maximize the potential benefit to the firm (Kotler, Keller, Ang, Tan, & Leong, 2018) in (Sanapala, Nzeku, & Mohan, 2023). In other words, it can also be defined as how brands differentiate themselves in their prospect's minds (Prastari, 2024). ...
... Brand Positioning is the act of designing a company's offering and image to occupy a distinctive place in the minds of the target market (Iyer, Rokonuzzaman, Paswan, & Alhidari, 2023). The goal is to instill the brand in the minds of consumers to maximize the potential benefit to the firm (Kotler et al., 2018). ...
Purpose: This paper illustrates the significant branding enhancement for PT Laluasa Cipta Asia using the concept of brand positioning strategy, specifically for one of their business units called Gizalab which focuses on User Experience design services. The study's primary objective was to evaluate the current service process to identify strengths and weaknesses, understand customer behavior, and analyze the competitive landscape. Method: The main methods in this study are market surveys, competitor analysis, and in-depth interviews. The author uses a market survey to discover how the target market perceived the existing brand perception. This understanding is important as the basis for the creative brand positioning strategy. Results: While VRIO analysis emphasizes what valuable resources are from the company’s point of view, the in-depth interviews exhibit the gap in what matters to the customers and the target market. There are several key prominent insights found through in-depth interviews, one of them is the poor performance of the company’s branding strategies. The research results indicate that the existing Gizalab’s branding as the user experience design expert is not perceived as intended and currently is not convincing the target market. Conclusions: The study highlights the critical importance of basic branding elements in supporting business growth and stakeholder vision. A key finding reveals that Gizalab lacks foundational branding assets, particularly a clear brand positioning. Without a strong and concise positioning statement, the company risks confusing potential clients and missing opportunities for differentiation in the market. Limitations: This study was limited to an internal branding assessment and did not include comprehensive market analysis or competitor benchmarking, which could provide a deeper context for strategic positioning. Contributions: The findings of this study are particularly relevant to branding consultants, marketing strategists, and business development teams working with startups or SMEs lacking structured brand frameworks.
... First, cultural sensitivity and adaptation are crucial in global markets. Differences in global consumers' preferences, income, and culture necessitate at least some product adaptation (Kotler et al., 2022). Second, producing products and services that reflect local tastes and cultural nuances allows brands to thrive in global markets (Rana et al., 2021). ...
... Kraft Company blends different coffees for the British (who drink coffee with milk), the French (who drink it black), and Latin Americans (who prefer a chicory taste). Product adaptation can occur at regional, country, or city levels (Kotler et al., 2022). Another effective strategy for succeeding in multiple consumer cultures is product invention. ...
This chapter investigates the interplay between consumer culture, sub-cultures, and contemporary branding, highlighting key areas such as consumer culture in contemporary branding and sub-cultures’ influence on branding strategies. It explores how consumer culture, a societal framework central to consumption and personal identity, shapes brand identity and loyalty. Through the lens of Consumer Culture Theory (CCT), the chapter explains how branding strategies can align with cultural values and trends, fostering deeper emotional connections with consumers. The discussion on sub-cultures—distinct groups within broader cultures—shows how brands can leverage these groups for differentiation and authenticity, as illustrated by campaigns from brands like Nike, Supreme, and Patagonia. Additionally, the chapter addresses ethical concerns, particularly regarding consumer activism and brand responses, as well as the importance of sustainable branding in marketing. Finally, the chapter emphasises the critical role of technology and innovation in reshaping consumer-brand interactions in a globalised digital landscape, linking to sections on technology innovation and branding.
... The maintenance of a clean vehicle and the professional appearance of the driver significantly impact passengers' perceptions of service quality (Parasuraman et al., 1988). The physical aspects play a crucial role in shaping passengers' overall experience and satisfaction, thereby influencing their perception of the service quality offered by the ride-sharing platform (Kotler et al., 2018). The alternative hypothesis proposes that enhancing tangibility will result in a higher perceived overall service quality among passengers (Wirtz & Lovelock, 2022). ...
... The hypothesis posits that an improvement in reliability will positively shape the perceived service quality, as passengers equate reliability with dependability and professionalism. This concept aligns with general marketing principles, which emphasize that consistent service delivery is crucial for cultivating satisfaction and loyalty to the customers (Kotler et al., 2018;Wirtz & Lovelock, 2022). Conversely, the alternative hypothesis suggests that enhancing reliability will consequently elevate the overall service quality as perceived by passengers. ...
This study, which focuses on Dhaka, Bangladesh, examines how different
components of service quality affect user loyalty and satisfaction in app-based
ride-sharing systems. The study employed a quantitative approach, using a
survey to collect primary data from ride-sharing users in Dhaka. The sample
consists of 102 ride-sharing users in Dhaka, and the data were analyzed using
Partial Least Squares Structural Equation Modeling (PLS-SEM). The
research confirms the importance of tangible factors (vehicle condition) and
traditional service quality aspects (reliability, assurance) on passenger
perceptions of service quality. Interestingly, the influence of driver empathy on
service quality was inconclusive. While a direct association exists between
service quality and satisfaction, the combined impact of responsiveness with
passenger loyalty and service quality is less significant. Highlighting the
critical role of service quality, this research provides valuable insights for
stakeholders in Dhaka's ride-sharing market to optimize services, enhance
passenger satisfaction, and build long-term customer loyalty.
... Traditional marketing tools gain market visibility and establish legitimacy according to Ho et al. (2020) yet they experience mounting cost challenges and restricted audience contact and interaction shortcomings Kaur and Sharma (2024). Traditional marketing methods waste effectiveness because they lack personalization features and real-time feedback along with their single-direction messaging approach (Kotler & Keller, 2018, Kumar & Gupta, 2016. ...
This research investigates digital content marketing's (DCM) effects on consumer-based brand equity (CBBE) by exploring the mediating role of brand experiences in Pakistan's market context. The research implements the stimulus-organism-response (SOR) framework to study how DCM affects brand experiences which subsequently influences the perceptions of CBBE among Pakistani consumers on the internet. This study adopted a quantitative approach using structured surveys which gathered data from 386 participants who engaged with social media platforms (Facebook, Instagram) and e-commerce sites (including Daraz.pk and AliExpress among others) on a regular basis. Research instruments built on validated findings assessed DCM components (informational and entertaining and social and self-expressive content) supplementing brand experience dimensions (sensory and affective and intellectual and behavioural) and CBBE elements (brand awareness and perceived quality with brand associations and brand loyalty). Structural equation modelling (SEM) analysis and mediation tests established that DCM delivers significant brand experience improvements thus proving effective digital content strategies boost consumers' multi-faceted brand interactions. Traditional analysis showed that brand experience plays a key role in developing CBBE because authentic brand connexions help consumers build stronger brand equity. The relationship between DCM and CBBE did not reach statistical significance indicating that DCM primarily affects brand equity by influencing brand experience levels. The application of mediation analysis established brand experience as a crucial intermediary factor that connects DCM to CBBE while demonstrating its substantial mediating power. Brand experience emerges as a critical element which converts digital content marketing initiatives into positive brand equity results.
... Meskipun sebagian praktisi pemasaran mungkin tidak memiliki pengetahuan formal tentang pemasaran, mereka tetap terlibat dalam kegiatan pemasaran (Yushar et al., 2023). Menurut Kotler et al. (2018), Pemasaran adalah proses mengidentifikasi dan memenuhi kebutuhan manusia dan sosial. Selain itu, pemasaran adalah suatu proses di mana perusahaan menciptakan nilai bagi pelanggan dan membangun hubungan yang kuat dengan mereka, dengan tujuan mendapatkan nilai sebagai imbalan. ...
Background: Bites Baker Malang merupakan salah satu jenis usaha UMKM pembuatan kue yang fokus pada brownies. Usaha ini memiliki potensi yang cukup besar dalam perjalanan bisnisnya sehingga produknya cukup diminati oleh konsumen. Tujuan untuk tetap bersaing dan meningkatkan penjualan pada UMKM Kue Bites Biker Malang dapat tercapai dengan cara mempertahankan dan memperluas pangsa pasar pelanggan serta merebut pangsa pasar. Metode: Metode yang digunakan adalah pengabdian kepada masyarakat melalui pelatihan bersama SDM Biker UMKM Bites untuk memecahkan masalah dengan menjabarkan permasalahan yaitu Penerapan Strategi Pemasaran Dalam Rangka Meningkatkan Penjualan. Hasil: Hasil pengabdian kepada masyarakat menunjukkan bahwa produk dari UMKM Biter Biker sesuai dengan selera konsumen yang menyukai kue, namun perlu adanya inovasi rasa dan bentuk agar penjualan meningkat. Lokasi usaha harus mudah dijangkau oleh pelanggan. Harga produk terjangkau yaitu berkisar Rp12.000 hingga Rp17.000. Promosi penjualan cukup efektif karena sudah dilakukan secara daring melalui platform seperti Shopee, WhatsApp, dan Instagram. Kesimpulan: Dapat disimpulkan bahwa melalui bauran pemasaran, termasuk produk UMKM Biter Biker memang menarik bagi pecinta kue, namun diperlukan inovasi untuk meningkatkan penjualan, Lokasi harus mudah diakses. Harga sangat terjangkau, dan Promosi sudah efektif secara online.
... Prior research indicates that connections among online shopping site participants produce favorable evaluations and influence the trust of other individuals (Anggraeni, 2024;Sibgatullah et al., 2023). Customer satisfaction is a "person's feeling of pleasure or disappointment, which resulted from comparing a product's perceived performance or outcome against his/her expectations" (Kotler et al., 2022). Client satisfaction significantly influences business prosperity. ...
E-commerce is the process of buying and selling goods via the use of various Internet platforms. E-commerce is crucial for companies that sell products or services online because it provides a reliable, easy, and 24/7 channel of commerce for clients worldwide. Therefore, this study examines the impact of utilitarian value, hedonic value, and online reviews on client satisfaction, trust, and repurchase intentions in e-commerce platforms. This study used the cognition-affect-conation paradigm as the theoretical basis for developing the research framework. A partial least squares method was used to verify the proposed model via Google Forms from August 2024 to September 2024, using data gathered from 297 participants who participated in online purchasing on e-commerce platforms in Vietnam. This research used an online survey because of its increasing popularity and its ease, convenience, and cost-effectiveness as a data-gathering method. The findings demonstrate that utilitarian value beneficially affected buyer satisfaction (β = .242, t = 4.121), trust (β = .202, t = 3.257), and repurchase intention (β = .221, t = 3.757). Likewise, hedonic value positively impacted consumer satisfaction (β = .281, t = 3.894), trust (β = .446, t = 6.122), and repurchase intention (β = .268, t = 3.753) on e-commerce platforms. Moreover, online client reviews had a beneficial impact on consumer satisfaction (β = .182, t = 3.463) and trust (β = .145, t = 2.570). Additionally, client satisfaction (β = .215, t = 4.064) and trust (β = .215, t = 4.064) positively influenced repurchase intention. AcknowledgmentThe author acknowledges Industrial University of Ho Chi Minh City that supported this study.
... Marketing experts frequently employ intercept surveys to gather participant opinions and experiences. In earlier research, intercept surveys have been related to random sampling as well as convenience sampling because they reduce demographic characteristic variations (Kotler et al., 2022). This study employed an intercept survey to gather data. ...
In the competitive environment of Tanzanian public higher education, maintaining a competitive edge requires an innovative approach to institutional branding. This article focuses on understanding the elements that influence brand loyalty among local students, particularly university image, perceived teaching quality, self-efficacy, and intention. Grounded in the Theory of Planned Behavior, the research employed proportionate random sampling to select participants and distributed 1,000 questionnaires across five public universities in Tanzania, receiving 400 valid responses for analysis using Structural Equation Modeling. The results indicated significant direct effects of university image, perceived teaching quality, and intention on brand loyalty, while self-efficacy exhibited no statistically significant impact. The findings underscored the critical role of perceived teaching quality and university image in shaping student loyalty toward a university's brand. Additionally, the study highlights the importance of intention as a mediating factor in influencing brand loyalty. These insights contribute to enhancing institutional branding strategies in Tanzanian public higher education. The study also offers practical recommendations and identifies areas for future research to strengthen branding and foster loyalty among students.
... Value Propositions merupakan manfaat yang diberikan oleh perusahaan kepada konsumen melalui penawaran-penawaran yang menarik untuk pemenuhan kebutuhan konsumen (Osterwalder & Pigneur, 2010) (Kotler et al., 2018). Terdapat beberapa elemen yang menyusun dalam memberikan kesan yang baik kepada konsumen dengan menonjolkan manfaat yang akan diterima oleh konsumen produk minuman sari mawar merah atau melalui value propositions, antara lain (Osterwalder & Pigneur, 2010): 1) Newness, kebaharuan penggunaan bahan baku yaitu kelopak bunga untuk minuman sari mawar merah 2) Performance, produk minuman sari bunga mawar tidak menggunakan bahan pengawet buatan. ...
UMKM merupakan sektor yang dapat dijadikan sebagai penggerak perekonomian pada suatu daerah dan menjadi salah satu penyumbang PDB terbesar di Indonesia. Salah satu komoditi yang dapat dikembangkan yaitu bunga mawar yang diolah menjadi sari mawar. Pemakaian model bisnis pada pengembangan usaha sari mawar dirasa penting agar proses bisnis dapat berjalan sesuai dengan yang diharapkan. Salah satu model bisnis yang bisa dikembangkan yaitu model BMC dimana model ini dirasa dapat menyederhanakan model bisnis yang rumit sehingga tercipta model usaha baru yang lebih tepat sasaran. Jenis penelitian ini merupakan peneitian deskriptif. Hasil analisis BMC pada usaha minuman Sari Mawar Merah yaitu: Consumen Segmentations, meliputi laki-laki, perempuan, usia remaja hingga lansia yang berasal dari berbagai suku dan daerah serta masyarakat yang sadar terhadap gaya hidup sehat; Value Propositions, antara lain kebaharuan penggunaan bahan baku, tidak menggunakan bahan pengawet buatan, pembuatan produk sesuai dengan permintaan konsumen, kemasan produk dengan botol praktis dan bisa dibawa kemana saja, harga yang lebih murah dari produk pesaing, produk dapat dibeli di toko-toko terdekat dan manfaat produk sebagai anti bakteria; Channels, melalui facebook, instagram, tiktok, aplikasi pesan antar gojek dan grab serta brosur yang dibagikan pada saat mengikuti kegiatan bazar; Costumer Relationships, dengan memberikan discount, bonus pembelian dan harga khusus untuk reseller; Revenue Streams, dengan sistem reseller yang dapat meningkatkan omset penjualan dan menjadi narasumber inspiratif; Key resources, ketersediaan bahan baku, sumberdaya modal yang berasal dari tabungan, perputaran kas dan karyawan kompeten; Key Acivities, meliputi ketersediaan bahan baku, higienitas pengolahan bahan baku, pengemasan produk dan penyimpanan produk serta pemasaran tepat sasaran; Key Partnerships, meliputi pemasok bahan baku dan kemasan serta reseller; Cost Structure, antara lain biaya produksi, biaya tenaga kerja dan biaya overhead.
... Artinya pelanggan akan merasa puas apabila kinerja aktual produk sesuai dengan harapan setelah dilakukannya pembelian. Menurut (Kotler et al., 2018) kepuasan adalah perasaan senang atau kecewa seseorang sebagai hasil dari perbandingan antara prestasi atau produk yang diharapkan. Konsumen cenderung lebih puas dan loyal jika mereka mendapatkan produk yang segar, berkualitas, dan bebas dari cacat. ...
This study aims to identify factors that influence customer satisfaction and loyalty at UD. Mekar Jaya Buah, a fruit trading company in Tangerang City. As business competition is getting tougher, a deep understanding of customer satisfaction and loyalty is essential to develop effective marketing strategies. This research uses a descriptive qualitative approach which was conducted for two months, from June to July 2023. Data collection techniques through interviews, observation, and literature. The results revealed that product quality and customer service are the main factors that influence consumer satisfaction and loyalty. Consumers value high-quality products and positive interactions with service staff. Prices that match the value of the product also contribute to consumer satisfaction. Other factors include ease of access, shopping convenience, and feelings of attachment to the brand. The implication of this research is the need for UD. Mekar Jaya Buah to continuously improve the quality of products and services, and consider the right pricing strategy. A better understanding of consumer preferences and expectations will help companies design more careful marketing strategies. In addition, this research also contributes to further understanding of the dynamics of consumer behavior in the context of the fruit trading industry.
... Consumer expectations play a crucial role in the satisfaction process (Ferrinadewi, 2005;Kusmayasari, 2014). Another explanation of consumer satisfaction is the pleasure or disappointment felt after comparing the perceived performance of a product with expectations (Kotler et al., 2018). Consumer satisfaction can be measured using the Consumer Satisfaction Index (CSI), which uses data from Importance Performance Analysis (IPA) to analyze overall consumer satisfaction simply and accurately, although it cannot analyze variables separately. ...
The Cavendish banana is known for its quality attributes, including price, taste, skin color, cleanliness, and more. These attributes, when meeting consumer expectations, can lead to high consumer satisfaction. Improving these quality attributes can enhance consumer satisfaction and encourage increased consumption of the fruit. This study aims to analyze the impact of the quality attributes of Cavendish bananas on consumer satisfaction in Sidoarjo. The research was conducted on consumers who purchase directly from small vendors and supermarkets in Sidoarjo using the Accidental Sampling technique. Data were collected through interviews and observations, with a sample size of 12 individuals from street vendors and supermarkets in Sidoarjo. The data analysis method used was qualitative, specifically Qualitative Cross Section data. The results indicate that the majority of Cavendish banana consumers in Sidoarjo responded positively to the attributes of the bananas, including price, taste, quality, and the cleanliness of the display areas.
... Brand awareness serta online customer review menjadi dua aspek krusial dimana mempengaruhi minat beli konsumen. Menurut(Kotler et al., 2021) konsep brand awareness menyinggung pada ketrampilan daya ingat pelanggan untuk mengetahui dan mengenal merek. Sementara itu online customer review menurut(Kamisa et al., 2022) isi yang diunggah para pemakai maupun konsumen yang telah bertransaksi pada penjualan online. ...
This research investigates the impact of brand awareness and online customer reviews on purchase intention regarding Adidas products on the Shopee platform in Indonesia. The research background is founded on the growth of e-commerce and the intense competition present in Indonesia’s fashion industry. A quantitative method employing a survey approach was utilized, engaging 150 Shopee users who are familiar with Adidas products. Data analysis encompassed descriptive tests, classical assumption tests, multiple linear regression, hypothesis testing, and the coefficient of determination, all performed using SPSS version 27. The results demonstrate that brand awareness and online customer reviews have a positive and significant effect on consumer purchase intention, both individually and collectively. These findings imply that greater brand awareness and the quality of reviews are associated with an increase in purchase intention for Adidas products on Shopee. This research offers insights for Adidas Indonesia regarding the significance of enhancing brand awareness and fostering authentic reviews through exclusive promotions, review incentives, and the use of the “Verified Purchase” feature. Future research should be encouraged to integrate additional variables such as price and product quality for a more comprehensive analysis
... Sebagaimana yang dijelaskan oleh Nwokorie (2021), layanan hospitality yang berkualitas berperan krusial dalam membangun hubungan jangka panjang dengan pelanggan, yang pada gilirannya berkontribusi pada keberlanjutan dan daya saing perusahaan di pasar. Sejalan dengan pendapat Kotler et al. (2018), kepuasan pelanggan adalah kunci untuk mencapai keuntungan jangka panjang dan keberhasilan organisasi. ...
PT Murni Solusindo Nusantara, melalui sub-unitnya Klinik Kecantikan dan Kesehatan Murni Care, menghadapi permasalahan dalam efektivitas komunikasi emosional, kerjasama sinergis, optimalisasi proses reservasi, dan penerapan etika berbicara yang mempengaruhi kualitas layanan hospitality secara keseluruhan. Untuk mengatasi masalah ini, Universitas Bunda Mulia menyelenggarakan program pelatihan untuk meningkatkan keterampilan karyawan dalam bidang komunikasi efektif, pelayanan pelanggan, dan penerapan standar operasional prosedur (SOP) yang tepat. Program ini bertujuan untuk menerapkan standar kualitas layanan yang tinggi, sehingga dapat memperbaiki aspek-aspek yang kurang optimal dalam layanan yang diberikan. Pelatihan ini melibatkan seluruh staf Klinik Murni Care sebagai sasaran utama, dengan menggunakan metode Participatory Action Research (PAR), yang memungkinkan partisipasi aktif antara peneliti dan karyawan dalam proses pelatihan dan perbaikan berkelanjutan. Hasil dari pelatihan ini menunjukkan peningkatan signifikan dalam kualitas komunikasi antar karyawan dan antara staf dengan pelanggan, efisiensi dalam proses reservasi, serta penerapan SOP yang lebih ketat, yang berdampak positif terhadap kepuasan pelanggan dan reputasi klinik. Dengan demikian, program pelatihan ini memberikan kontribusi besar terhadap peningkatan kualitas layanan hospitality di Klinik Murni Care, berpotensi meningkatkan loyalitas pelanggan, dan mendukung pertumbuhan bisnis klinik dalam menghadapi persaingan industri hospitality yang semakin ketat.
... The findings of this study align with prior research and established theories on consumer behavior, particularly those emphasizing the role of lifestyle in shaping purchasing decisions. Kotler's framework [8] on factors influencing purchase behavior underscores the significance of psychological and personal factors, such as lifestyle, in consumer decisionmaking. The results corroborate studies by Adinugraha [11] and Saeed [12], which identified a strong halal lifestyle as a critical determinant of consumer preferences for halal fashion. ...
This study examines the role of lifestyle in driving halal fashion consumption among Generation Z (Gen Z) in Pekalongan, a leading center for Indonesia's halal fashion industry. The research aims to explore how lifestyle influences consumption patterns and contributes to sustainable economic development through the principles of ethical and responsible practices inherent in halal concepts. The study employed a survey method, collecting data from 255 Gen Z respondents. The data were analyzed using Warp PLS-SEM to evaluate the relationships between variables. Lifestyle emerged as a significant predictor of halal fashion consumption (β = 0.74, p < 0.001), while influencer endorsements, often emphasized in digital marketing, showed no significant moderating effect (β = 0.02, p = 0.38). These findings suggest that lifestyle plays a critical role in shaping consumer behavior, offering new insights into marketing strategies and policy formulation. By emphasizing ethical and sustainable values, halal fashion aligns with the goals of sustainable economic development, particularly in culturally and economically dynamic regions like Indonesia. The study provides valuable implications for stakeholders in the halal fashion industry, highlighting the need to focus on community-driven and culturally relevant approaches rather than relying solely on digital influencer marketing. This research contributes to the discourse on sustainable consumption and its potential to promote broader economic and social resilience.
... On the other hand purchase intention presents consumer behaviour that reflects the extent of their commitment to purchase goods or services. For Kotler, Keller, Ang, Tan and Leong (2018) purchase intention is the decision-making process of choosing a specific brand from various available brand alternatives. Customers browsing, selecting, and developing interest to purchase things online are referred to as having an online purchase intention. ...
The study examines the use and gratification of social media marketing inTanzania, with a particular focus on the influence of trust, personalization andusers’ satisfaction on the intention to purchase products advertised via socialmedia. A purposive sampling method was used to select respondents from apopulation of social media app users in Tanzania. Data was collected from 254respondents using a structured questionnaire. Data analysis involved theassessment of structural and measurement model using SmartPLS to validatethe hypothesized relationships. The results show that the personalization ofsocial media marketing and product thereof, trust. and users’ satisfaction havea significant influence on the intention to purchase products and servicesadvertised via social media. In particular, personalization, followed by usertrust and satisfaction, have been ranked in that order of priority in terms oftheir influence. In addition, an importance-performance map shows that, usertrust in social media plays a crucial role in influencing customer purchaseintent. Personalization is also important and performs well, highlighting theneed to tailor content and experiences to individual users. Although usersatisfaction is important, its performance falls short, emphasizing the need forconcerted efforts in managing social media platforms to increase usersatisfaction. Our findings emphasize the critical role of personalization, trust,and user satisfaction in shaping purchase intent via social media. Social mediaplatforms that prioritize these factors can build stronger connections with usersand drive business success. Keywords: Social media marketing, Personalization, Trust, intention to purchase, Users’satisfaction
... The urge to purchase or choose a product based on one's experience, usage, and preference is known as purchase intention (Kotler et al., 2018). Purchase intention, as defined by Stevina (2015), is the propensity to purchase a brand, typically as a result of the alignment of the brand's traits or characteristics with the buying motivations. ...
This study aims to investigate the relationship between purchase intention for The Body Shop products and Green Brand Knowledge, Green Brand Attitude, and Green Trust. The sample for this study consisted of 100 responders. This non-probability sampling technique uses a questionnaire as the research tool. The results of the study show that: (1) Purchase intentions for products from The Body Shop are positively and significantly impacted by Green Brand Knowledge. (2) Purchase intentions for products from The Body Shop are positively and significantly impacted by attitudes toward green brands. (3) Green Trust significantly and favorably influences consumers' intentions to purchase items from The Body Shop.
... The complexity of consumer behavior in food purchasing is well-documented, involving both conscious and subconscious decisions across pre-purchase, purchase, and post-purchase stages [2]. These decisions are influenced by a myriad of factors, including cultural, social, personal, and psychological elements [3]. In the context of healthy food options, this complexity is further amplified by the interplay between health consciousness and socio-economic factors. ...
This study investigates the influence of healthy food options on consumer buying behavior in Naga City, Philippines, through the lens of the Theory of Planned Behavior (TPB). Employing a mixed-methods approach, including structured questionnaires (N = 30) and semi-structured interviews (n = 26), the study explores how attitudes, subjective norms, and perceived behavioral control mediate consumer choices in a rapidly urbanizing Southeast Asian context. Findings reveal strong attitudinal drivers (weighted mean = 3.44), with 73% of respondents prioritizing health benefits (M = 3.70) and nutritional awareness (M = 3.40). Subjective norms, influenced by healthcare endorsements (M = 3.23) and social circles (M = 3.27), further shape purchasing intent. However, perceived behavioral control is moderated by socio-economic barriers, including affordability (M = 3.33) and inconsistent availability (M = 3.17), highlighting systemic gaps between intention and action. The study proposes actionable interventions: subsidized healthy food programs, community-driven farmers’ markets, and digital campaigns leveraging social media influencers to amplify normative adherence. Policy recommendations include zoning reforms to prioritize healthy retailers and curriculum-integrated nutrition education to foster long-term behavioral change. By bridging TPB’s theoretical framework with localized strategies, this research offers a replicable model for cities balancing modernization and public health. Projected outcomes include a 25% increase in healthy food sales and a 15% reduction in diet-related diseases over three years. The findings underscore the critical role of multi-sector collaboration in dismantling structural barriers, positioning Naga City as a benchmark for health-conscious urbanism in transitional economies.
... For businesses to survive and thrive, marketing activities are essential. Marketing is an effort to maintain business survival and deal directly with customers (Kotler et al., 2018). The application of sharia principles in the retail business in Indonesia is very interesting to study, so its marketing analysis is also important. ...
This study examines the effect of Islamic Brand Image, Retail Service Quality Scale, and Price Perception on Repurchase Intention at Suryamart Islamic Retail Stores. The survey method for data collection in this study uses a questionnaire, where respondents who have purchased more than one purchase. Multiple Linear Regression using SPSS 24 was applied to examine the proposed connections within the analysis model. The results demonstrate that every direct effect in the suggested model has an important impact, with the exception of the connection between RSQS and Repurchase Intention which has no significant effect. The result of this study that Suryamart Islamic Retail Store, Islamic Brand Image positively influences repurchase intention, while Service Quality (RSQS) does not significantly affect repurchase intention. However, Price Perception significantly enhances repurchase intention. When considered simultaneously, all independent variables collectively have a positive influence on repurchase intention
... If the customer are loyal, they will recommend the products/services to others. On the other hand if the customer is disappointed, they will tell their disappointment to others people (Kotler, Philip, 1994;Kotler, 2015;Pandiangan et al., 2021). Organization's marketing capabilities is better, it will encourage innovation and business performance (Battor & Battor, 2010). ...
Purpose – This paper analyzes how to increase micro, small and medium-sized enterprises (MSMEs) performance through Cutting Edge Innovation Capability. Design/methodology/approach – This study’s population consists of all 84,758 MSMEs in North Sumatera. A purposive sampling approach was used to select the respondents, with closed question for a sample of 218 leading MSME owner-managers in North Sumatera using the structural equation modelling technique (PLS-SEM). The main MSMEs in North Sumatra with the the following the categories of products: culinary, handicrafts, fashion, coffee shops, bakeries, garment, and services.Findings – The findings of this study show that Cutting Edge Innova¬tion Capability has positive and significant effect on performance of MSMEs from data processing and hypothesis testing results. Cutting Edge Inno¬vation Capability is innovation capabilities that combine product innovation, process innovation, market innovation, and organi¬zation innovation as: Sensing Capability, Seizing Capability, Trans¬forming Capability, Break¬through Concept Capability, and Superior Marketing Capability.Research limitations/implications – There needs to be a more balanced composition of leading MSMEs data, not too much many in food and beverage MEMEs. The research data for this category is 103 MSMEs (47%) while others MSME categories are also in need innovation capabilities such as souvenirs, agribusiness, and services. Practical implications – Based on research results, as input for MSME manager, MSME business actors in efforts increasing the innovation capabilities of MSMEs in line with the Government’s wishes the Republic of Indonesia through the Ministry of Cooperatives and SMEs, target MSMEs can move up a class (scaling up), MEMEs can go international.Originality/value – Cutting Edge Innovation Capability is needed to improve the MSMEs performance. In line with previous research, Market Orientation and SME Performance needed to be mediated by marketing capabilities.
... Physical Evidence, dan Process. Setiap elemen berperan penting dalam menentukan bagaimana sebuah hotel berkomunikasi dan Process (Proses): Proses melibatkan bagaimana layanan disampaikan kepada pelanggan. Prosedur check-in dan check-out, serta proses pemesanan dan pelayanan kamar, harus efisien dan memuaskan untuk meningkatkan pengalaman pelanggan.(Kotler et al., 2018) Strategi peningkatan efektivitas penerapan iklan pada hotel diantaranya memperhatikan pesan yang disampaikan dalam iklan agar menampilkan fasilitas unik yang tidak akan mereka temui di hunian lain, dan menggunakan trik pemasaran seperti memberikan penawaran terbatas untuk menikmati momen yang hanya diadakan Hotel pada waktu tertentu(Wid ...
In this study, the marketing strategy in increasing room occupancy rates at Aston Sunset Beach Resort Gili Trawangan is reviewed. This study uses a descriptive qualitative approach to examine the marketing strategy in increasing room occupancy rates at Aston Sunset Beach Resort Gili Trawangan, the purpose of this study is to determine the right marketing strategy in increasing room occupancy rates at the Aston Sunset Beach Resort Gili Trawangan Hotel. The analysis tool used is SWOT Analysis consisting of IE Matrix, IFAS / EFAS, and SWOT Matrix. Based on the analysis, it is known that the position of Aston Sunset Beach Resort Gili Trawangan is currently in quadrant V, namely the stability strategy position with an IFAS score of 2.62 and an EFAS score of 2.53. In the SWOT / TOWS matrix, there are four alternative strategies that can be applied by Aston Sunset Beach Resort Gili Trawangan, namely Optimizing cooperation with travel agents, Increasing promotion through social media and other online platforms to reach a wider audience.
... Các sản phẩm được sản xuất bằng công nghệ xanh và không gây nguy hại đến môi trường được gọi là sản phẩm xanh, thúc đẩy công nghệ xanh và sản phẩm xanh là cần thiết để bảo tồn tài nguyên thiên nhiên và phát triển bền vững (Callan, R.J. & Bowman, L, 2000). Kotler (2012) mô tả sản phẩm là bất cứ thứ gì có thể được cung cấp để thỏa mãn nhu cầu hoặc mong muốn, bao gồm kinh nghiệm, con người, địa điểm, tổ chức và ý tưởng. Trải nghiệm khách sạn là tổng thể sự hài lòng về các yếu tố hoặc thuộc tính riêng lẻ của tất cả các sản phẩm và dịch vụ tạo nên trải nghiệm đó. ...
Ba khách sạn ở khu vực thành phố Hồ Chí minh đã được chọn cho nghiên cứu này, đó là khách sạn Kỳ Hòa, khách sạn Đệ Nhất và khách sạn Central Palace. Tác giả đã thiết kế một bảng câu hỏi có cấu trúc chi tiết và phân phát đến tận tay cho các khách hàng của 3 khách sạn đã được lựa chọn để thu thập dữ liệu. Chiến lược phân phối xanh và sản phẩm xanh thân thiện môi trường được coi là biến độc lập của bài nghiên cứu này và sự hài lòng của khách hàng được coi là biến phụ thuộc. Phần mềm thống kê SPSS phiên bản 25 được sử dụng để phân tích dữ liệu cho nghiên
cứu này. Những phát hiện và kết quả của nghiên cứu này chỉ ra rằng mối quan hệ tích cực đã được quan sát giữa các chiến lược địa điểm và sản phẩm môi trường cũng như sự hài lòng của khách hàng đối với ngành khách sạn tại thành phố Hồ Chí Minh.
... UMKM, sebagai salah satu pilar utama perekonomian Indonesia, menghadapi tantangan besar dalam membangun kepercayaan konsumen di tengah persaingan bisnis yang semakin ketat. Oleh karena itu, strategi pemasaran berbasis media sosial menjadi sangat relevan dalam membantu UMKM, termasuk UMKM Batik Ngejreng di Kota Surabaya, untuk meningkatkan visibilitas dan kredibilitas mereka di mata konsumen (Kotler et al., 2018). ...
Di era digital, media sosial menjadi alat pemasaran yang efektif bagi pelaku Usaha Mikro, Kecil, dan Menengah (UMKM), termasuk dalam industri batik. Penelitian ini menganalisis strategi pemasaran berbasis media sosial yang digunakan oleh influencer untuk meningkatkan kepercayaan konsumen terhadap UMKM Batik Ngejreng di Kota Surabaya. Dengan pendekatan kualitatif deskriptif, penelitian ini mengeksplorasi bagaimana influencer membangun kredibilitas, menciptakan keterlibatan audiens, serta memanfaatkan berbagai fitur media sosial seperti Instagram, TikTok, dan Facebook dalam mempromosikan produk batik. Hasil penelitian menunjukkan bahwa keberhasilan pemasaran melalui media sosial dipengaruhi oleh autentisitas influencer, konsistensi dalam penyampaian konten, serta interaksi yang aktif dengan audiens. Selain itu, testimoni pelanggan, ulasan positif, serta strategi storytelling menjadi faktor penting dalam meningkatkan kepercayaan konsumen. Dengan menerapkan strategi pemasaran yang efektif, UMKM Batik Ngejreng di Surabaya dapat memperluas jangkauan pasar dan meningkatkan loyalitas pelanggan. Temuan penelitian ini diharapkan dapat memberikan wawasan bagi pelaku UMKM lain dalam mengoptimalkan peran media sosial sebagai sarana pemasaran yang terpercaya dan berkelanjutan.
... merek, yang merujuk pada anggapan dan perasaan pelanggan secara keseluruhan terhadap suatu merek serta memengaruhi perilaku konsumen. Di samping itu, citra merek juga dapat dipahami sebagai persepsi umum terhadap merek yang terbentuk dari informasi sebelumnya mengenai merek, yang didasarkan pada pemikiran, keyakinan, dan kebutuhan (Kotler et al., 2017). Citra merek menjadi dasar dalam pengambilan pilihan pemasaran yang lebih taktis efektif untuk mengincar pasar tertentu dan menetapkan posisi produk (Lee et al., 2014). ...
Penelitian ini bertujuan untuk menilai dampak citra merek, kesadaran merek, dan kualitas produk terhadap niat konsumen untuk membeli ulang produk skincare Skintific. Populasi penelitian meliputi pengguna produk skincare Skintific di area Surakarta, dengan jumlah sampel sebanyak 100 responden. Metode yang digunakan dalam penelitian ini adalah kuantitatif. Pengumpulan data dilakukan melalui distribusi kuesioner daring menggunakan Google Form. Proses analisis data dilakukan dengan program SmartPLS 3.0. Pengujian hipotesis menggunakan pendekatan Partial Least Square (PLS) melalui dua tahapan, yakni evaluasi model luar dan model dalam. Hasil analisis mengungkapkan bahwa citra merek, kesadaran merek, dan kualitas produk memiliki pengaruh positif dan signifikan terhadap niat beli ulang produk skincare Skintific.
Buku ini menawarkan kepada para pembacanya berbagai informasi yang komprehensif bagi Pengusaha UMKM untuk memahami dan menerapkan strategi pemasaran. Mulai dari konsep dasar hingga strategi digital yang mendalam. Struktur bab yang rapi juga memberikan pembaca alur yang jelas untuk mempelajari aspek-aspek penting pemasaran. Bagian awal, seperti ‘Konsep Dasar Pemasaran UMKM’ dan ‘Rencana Strategi Pemasaran UMKM’, memberikan landasan teoretis yang kuat bagi pembaca dalam memahami strategi pemasaran yang efektif. Selanjutnya, bab mengenai segmentasi pasar dan pengembangan produk menjelaskan langkah-langkah konkret untuk mengenal target konsumen dan menyelaraskan produk sesuai kebutuhan pasar (Syahran Firdaus, Pelaksana pada Biro Manajemen Kinerja Organisasi dan SDM Aparatur, Kementerian UMKM).
Adanya studi kasus pemasaran di sektor pariwisata, juga memberikan gambaran nyata penerapan teori ke dalam praktik. Selain itu, pembahasan mengenai strategi pemasaran digital sangat relevan untuk era saat ini. Topik seperti Content Marketing, Email Marketing, Affiliate Marketing, dan Customer Service Automation dijelaskan secara praktis, menjadikannya mudah diterapkan oleh Pengusaha UMKM dengan berbagai tingkat pemahaman teknologi. Bagian tentang perilaku konsumen di era digital juga menjadi poin kuat buku ini. Penulis menjelaskan perubahan pola belanja konsumen secara detail, memungkinkan pembaca untuk memahami tren dan perilaku pasar yang terus berkembang. Buku ini tidak hanya memberikan wawasan teoretis, tetapi juga panduan praktis yang relevan, menjadikannya bacaan wajib bagi Pengusaha UMKM yang ingin berkembang dan bersaing di era digital (Reista, Analis Kebijakan Fiskal Kementerian UMKM RI).
This study aims to determine the effect of online customer reviews, store atmosphere, and service quality on consumer satisfaction of Generation Z at Brain Coffee Surabaya. The background of this study is based on the increasing competition of coffee shop businesses in the city of Surabaya and the importance of understanding the preferences and satisfaction of Gen Z consumers who are a potential market share. This study uses a quantitative method with a descriptive approach. The population in this study is Generation Z who have purchased and visited Brain Coffee Surabaya with a sample size of 100 respondents. Data were collected by distributing questionnaires using Google-Form to respondents who have visited Brain Coffee and are part of Generation Z in East Surabaya. This study uses IBM SPSS version 25. Based on the results of this study, it shows that the variables Online Customer Review (X1), Store Atmosphere (X2), and Service Quality (X3) have a significant effect on consumer satisfaction of Gen Z at Brain Coffee both partially and simultaneously.
This research aims to determine the relationship research and the influence of brand community identification, appreciation and brand involvement on brand loyalty among Vespa users in Yogyakarta. The data that will be presented in this research was obtained from the results of distributing questionnaires from 160 samples. Meanwhile, the data collection technique used in this research is non-probability sampling with a purposive sampling method. This research uses purposive sampling because special criteria are needed for the sample to be taken so that it can answer research problems and also provide representative values. Hypothesis testing in this research uses Structural Equation Modeling (SEM) analysis with the help of AMOS 24 software. The results of this research show that there is an influence between the variables of brand community identification, appreciation, brand involvement and brand loyalty.
Nghiên cứu được thực hiện với phương pháp nghiên cứu hỗn hợp để đo lường sự hài lòng của người dân đối với chất lượng dịch vụ hành chính công tại UBND thành phố Thuận An. Nghiên cứu sử dụng kiểm độ tin cậy thang đo bằng Cronbach’s Alpha và phương pháp phân tích nhân tố EFA với mẫu khảo sát có kích cỡ n = 188 người dân đến giao dịch tại bộ phận tiếp nhân và trả hồ sơ tại UBND thành phố Thuận An để kiểm định thang đo, kiểm định mức độ ảnh hưởng của từng nhân tố đến sự hài lòng của người dân. Kết quả nghiên cứu đã cho thấy có 5 nhân tố ảnh hưởng đến mức độ hài lòng của người dân là: (1) Sự tin cây, (2) Cơ sở vật chất, (3) Sự đồng cảm, (4) Năng lực phục vụ của cán bộ, (5) Thái độ phục vụ của cán bộ, (6) Quy trình thủ tục và (7) Ứng dụng công nghệ thông tin. Từ kết quả nghiên cứu giúp các nhà lãnh đạo tại UBND thành phố Thuận An hiểu rõ các nhân tố nào ảnh hường và mức độ của từng nhân tố đến sự hài lòng của người dân đối với chất lượng dịch vụ hành chính công tại UBND thành phố Thuận An từ đó có những giải pháp hợp lý nâng cao sự hài lòng của người dân
The development of digital technology has impacted the banking sector, particularly in providing services that increasingly facilitate customers. One example is the BRImo mobile banking app developed by BRI, which integrates mobile banking, internet banking, and electronic money services. This app offers various features, including online account opening, making it easier for customers to conduct banking transactions anytime and anywhere. BRImo has recorded the highest number of users in Indonesia, surpassing other banking apps like BCA and Mandiri. Online account opening through BRImo has proven successful, especially during the COVID-19 pandemic, with the addition of 1.1 million new accounts. This research also discusses a comparison of the online account opening features between BRImo and other banking apps, as well as the role of social media in enhancing customer loyalty. Social media serves as an effective promotional tool and is an important factor in building a positive image and influencing customer satisfaction. Based on previous studies, the quality of e-banking services and social media promotion has been shown to affect customer loyalty. The aim of this study is to analyze the impact of e-banking services, service quality, and social media on customer satisfaction and loyalty at BRI. The findings of this study are expected to provide insights for the development of digital services and marketing strategies for BRI.
This research was to determine the effect of Brand Image, Promotion, and Product Design on Purchase Decisions for Morinaga Chil School Milk at Brastagi Supermarket. The analysis used is associative analysis, this research method is quantitative. The sample in this research is 100 respondents. The results obtained from this study indicate that their image partially and significantly influences purchasing decisions, and promotions partially and significantly influence purchasing decisions. Product Design partially has no effect and is not significant in Purchasing Decisions. Brand Image, Promotion, and Product Design simultaneously and significantly affect Purchase Decisions. the acquisition value of Adjusted R square 0.865 can be called the coefficient of determination, this means 0.865 (86.5%) Consumer Purchase Decisions can be obtained and explained by brand image, promotion, and product design
Restoran cepat saji merupakan salah satu bisnis kuliner yang memiliki pasar cukup besar dan cakupan yang luas. Semakin besar pasar maka akan semakin ketat juga persaingannya. Untuk menghadapi persaingan tersebut, maka dilakukan bauran pemasaran sebagai alat pendorong tingkat kepuasan pelanggan. Saat ini terdapat 2 restoran cepat saji sejenis yang mempunyai nama dan pasar cukup besar, yaitu KFC dan McD. Artikel ini bertujuan untuk melakukan analisis bauran pemasaran dengan metode 7P pada dua restoran cepat saji KFC dan McD. Masalah difokuskan pada dampak kepuasan pelanggan terhadap meningkatnya permintaan dan laba bagi bisnis. Data-data dikumpulkan dengan metode kuantitatif melalui penyebaran kuesioner dalam bentuk skala likert. Kajian ini menyimpulkan bahwa pada objek KFC, variabel fisik, tempat, promosi, dan orang tidak memiliki hubungan terhadap kepuasan pelanggan dan pada McD variabel proses yang tidak memiliki hubungan terhadap kepuasan pelanggan.
B. Merwan & Co., a century-old Irani bakery in Mumbai, has remained a cherished culinary institution since its establishment in 1914. Renowned for its authenticity, affordability, and quality, the bakery has successfully retained its heritage while adapting to evolving consumer preferences. Its signature mawa cake, along with an array of traditional and modern baked goods, continues to attract a diverse customer base. The business employs a strategic Segmentation, Targeting, and Positioning (STP) approach, catering to traditionalists, health-conscious consumers, and digital-savvy younger generations. By balancing heritage with innovation, B. Merwans embraces a dual-positioning strategy: reinforcing its legacy through "A Century of Timeless Taste" while modernizing offerings under "Bringing Health to Tradition." Through a well-defined product mix strategy, B. Merwans maintains consistency in quality while introducing new products to meet contemporary demands. Its product life cycle strategy involves launching new items, sustaining demand for bestsellers, and modifying or discontinuing underperforming products. The bakery's expansion strategy includes product diversification, strategic partnerships, franchising, and sustainability initiatives, ensuring long-term growth. Human Resource Management plays a crucial role in sustaining business operations through talent acquisition, training, and fostering a positive workplace culture. Applying Herzberg’s Two-Factor Theory, the company ensures employee satisfaction by addressing hygiene factors such as fair wages, work conditions, and job security while enhancing motivation through recognition, career growth, and personal development. Looking forward, B. Merwans must continue integrating marketing, innovation, and HR strategies to maintain its competitive edge. By embracing change while preserving its rich legacy, B. Merwans is poised to remain Mumbai’s most beloved bakery for generations to come.
The preliminary vignette (green web hosting for a sustainable future) introduces the core focus of this chapter that clarifies how sustainable digital marketers could contribute to society and environment, while underpinning their profit-making venture. Following the discussion on background, scope, and key definitions, the chapter first discusses the digital environment and the digital marketing dynamics. Discussions here include the technological environment, and the impact of information technology on marketers and customers. Second, the chapter introduces the concept of sustainable digital marketing and its key considerations. Discussions in this part of the chapter include digital channels and their applications for sustainable digital marketing. Third, digital touchpoints, customer journey mapping, and customer experience are discussed. Fourth, database marketing and other embryonic digital technologies and their implications for sustainable marketing are discussed. Fifth, the discussions are evolved to demonstrate how tech-savvy firms shorten the marketing cycle and can understand the tech-readiness of a target market. Sixth, digital marketing, marketing ethics, and regulations are discussed. Similar to all other chapters of this core sustainable marketing textbook, this digital marketing chapter also presents a number of practical cases throughout its different sections and subsections to demonstrate how sustainable digital marketers successfully pursue the triple bottom line, namely, People, Planet, and Profit, and contribute to our global pursuit of the United Nations’ Sustainable Development Goals (SDGs). The last section of this chapter summarizes these practical examples of sustainable digital marketing that help us pursue the SDGs.
Companies often buy from other companies; this can affect how well the company works. Our study examined how buying another company changed things at Atlas Mara Bank Zambia Limited. We checked their work results and staff motivation. We gathered data from 278 workers using surveys and studied it with statistical methods. The results showed that getting new resources or companies improved how well the employees worked. The culture of the organisation and its strategic modifications both displayed considerable positive correlations with its overall performance. Furthermore, employee motivation was found to be a driving factor, highlighting how critical their engagement is. Demographic data provided contextual insights. Recommendations include enhancing integration, fostering a positive culture, effective change management, and prioritising motivation. This study provides practical information on the factors that affect how banks perform when buying other companies.
This community service activity was carried out in Gampong Gosong Telaga Selatan, Aceh Singkil District. The target partners were a group of fishermen who made shrimp paste and women who processed shrimp paste (baring). Based on the preliminary survey, the fishermen group faced two main problems, namely production and marketing aspects. In the production aspect, there is no standardization in the processing of shrimp paste. While in the marketing aspect, the community still uses conventional methods and has not utilized the digital platform. This research aims to analyze the processing process of sabu shrimp paste and implement an online product marketing strategy. The method used is descriptive research with a qualitative approach through interviews and observations. The results showed that with the standardization of the processing process and the use of the marketplace, there was an increase in product quality and expansion of marketing reach. Online marketing facilitates the management of orders and payments, and increases product exposure to a wider market share. This activity is expected to increase product selling value and economic welfare of the fishing community in Gampong Gosong Telaga Selatan.
B. Merwan & Co., a century-old Irani bakery in Mumbai, has remained a cherished culinary institution since its establishment in 1914. Renowned for its authenticity, affordability, and quality, the bakery has successfully retained its heritage while adapting to evolving consumer preferences. Its signature mawa cake, along with an array of traditional and modern baked goods, continues to attract a diverse customer base. The business employs a strategic Segmentation, Targeting, and Positioning (STP) approach, catering to traditionalists, health-conscious consumers, and digital-savvy younger generations. By balancing heritage with innovation, B. Merwans embraces a dual-positioning strategy: reinforcing its legacy through "A Century of Timeless Taste" while modernizing offerings under "Bringing Health to Tradition." Through a well-defined product mix strategy, B. Merwans maintains consistency in quality while introducing new products to meet contemporary demands. Its product life cycle strategy involves launching new items, sustaining demand for bestsellers, and modifying or discontinuing underperforming products. The bakery's expansion strategy includes product diversification, strategic partnerships, franchising, and sustainability initiatives, ensuring long-term growth. Human Resource Management plays a crucial role in sustaining business operations through talent acquisition, training, and fostering a positive workplace culture. Applying Herzberg’s Two-Factor Theory, the company ensures employee satisfaction by addressing hygiene factors such as fair wages, work conditions, and job security while enhancing motivation through recognition, career growth, and personal development. Looking forward, B. Merwans must continue integrating marketing, innovation, and HR strategies to maintain its competitive edge. By embracing change while preserving its rich legacy, B. Merwans is poised to remain Mumbai’s most beloved bakery for generations to come.
The healthcare system in Indonesia plays a vital role in public well-being and is continuously evaluated for improvement. Customer satisfaction is crucial in healthcare, as it directly influences patient retention and revisit intention. This study examines the interplay between service quality, perceived value, patient satisfaction, and revisit intention at Klinik Pratama XYZ, a primary healthcare clinic in Kelapa Gading, North Jakarta. Despite a 5.7% growth in patient visits from 2022 to 2023, this increase fell short of expectations, highlighting the need for service enhancement. The research adopts a quantitative approach to analyze how service quality and perceived value affect patient satisfaction and their subsequent revisit intention. Factors such as tangibility, reliability, responsiveness, assurance, and empathy are evaluated using the SERVQUAL model. Findings aim to provide actionable insights for Klinik Pratama's management to optimize service delivery, ensuring patient satisfaction and fostering loyalty. This study contributes to academic discourse on healthcare management while offering practical recommendations for enhancing primary healthcare services in a competitive landscape. Patient satisfaction, as emphasized in national health service regulations, serves as a benchmark for service quality and sustainability. The research underscores the importance of a strategic and holistic approach to maintaining and improving healthcare delivery standards.
Technology is advancing quickly, reshaping communication, payment systems, and the economy. Mobile banking, in particular, has the potential to revolutionize banking services by enabling customers to perform transactions independently. This research investigates the factors that influence the use of mobile banking among customers of PT Bank Rakyat Indonesia (Persero) Tbk at the Semarang Sudiarto Branch. The study targets active users of the BriMO Mobile Banking application, which serves 49,000 customers at this branch. A simple random sampling method was used to select 100 respondents, without considering population strata. Results show that mobile banking performance positively affects usage decisions, with a coefficient of 0.818 and a significance of 0.001 (H1 accepted). In contrast, mobile banking transaction costs negatively impact usage decisions, with a coefficient of -0.159 and significance of 0.014 (H4 accepted). Additionally, the decision to use mobile banking is positively associated with usage levels, indicated by a coefficient of 0.434 and significance of 0.001 (H5 accepted). However, ease of use (H2 rejected) and security trust (H3 rejected) do not significantly influence usage decisions, with significance values of 0.150 and 0.325, respectively.Keywords: Mobile Banking Performance, Ease of Use, Mobile Banking Security Trust, Mobile banking transaction costs, Decision to Use.
Penelitian ini bertujuan untuk menganalisis pengaruh orientasi inovasi, kepemimpinan pemilik, pendidikan kewirausahaan, dan kreativitas terhadap keberlanjutan usaha mikro di sektor kuliner di Indonesia. Metode penelitian yang digunakan adalah pendekatan kuantitatif dengan teknik analisis SEM-PLS. Hasil penelitian menunjukkan bahwa semua variabel independen memiliki pengaruh signifikan terhadap keberlanjutan usaha, dengan kreativitas sebagai faktor paling dominan. Temuan ini menegaskan bahwa inovasi dan kreativitas adalah kunci utama dalam meningkatkan daya saing UMKM di sektor kuliner. Implikasi praktis dari penelitian ini menekankan pentingnya pendidikan kewirausahaan dan kepemimpinan yang kuat dalam memastikan pertumbuhan bisnis yang berkelanjutan.
To maintain a good corporate image, it is necessary to have strategies and approaches that align with the company's needs and primary goals. On the other hand, effective communication strategies between the company, stakeholders, and the public are also essential in the implementation process of programs to shape the corporate image. One way to achieve this is by implementing Corporate Social Responsibility (CSR) using communication strategies. The communication strategy in a company's Corporate Social Responsibility (CSR) essentially involves planning and management aimed at achieving specific targets in the communication process. Thus, the CSR/PPM programs planned by the company can run smoothly. Therefore, this research is titled "Corporate Social Responsibility (CSR) Communication Strategy in Shaping Corporate Image at PT. Adidaya Tangguh," which aims to explore how the CSR communication strategy shapes the corporate image in a company. This research uses qualitative methods and in-depth interview techniques with data collection techniques including observation, interviews, and documentation. The analysis of this research employs the theory of CSR communication strategies. A good communication strategy in CSR programs is essential for shaping a positive corporate image.
Green marketing, or sustainable marketing as it is also referred to, is a crucial element of modern business as it encourages the purchases of products that are eco-friendly and the implementation of eco-friendly practices. The following paper offers a brief description of green marketing and its development from a consumer movement to a business management tool. Some of the fundamental concepts explained include sustainable development and green consumer personality/attributes. In this paper, the author discusses sustainable marketing for products, notably in the aspects of design, pricing, distribution, and promotion, while embracing the concept of openness and consumer involvement. Some of the challenges discussed include greenwashing and compliance, and techniques for assessing the effectiveness of green marketing strategies. Best practices and risks are also described in examples of effective and ineffective advertising campaigns.
Purpose: This study examines the relationship between competition in the product market (PMC), financial flexibility (FF), and business strategies in Pakistan, providing both theoretical and practical implications for companies. It contributes to the body of knowledge on strategic management, particularly related to emerging markets, and addresses the institutional voids impacting firms. Design/Methodology: For data collection, 200 companies listed on the Pakistan Stock Exchange (PSX) were chosen via using the systematic elimination method for 2010-2020. Since the study involved binary dependent variables, probit and logit regression models were applied to test the hypothesis. The study adopted Ittner and Larcker (1997), Herfindahl-Hirshchman Index (HHI), and Frank and Goyal (2009) models to assess Business Strategy, PMC, and FF respectively. Findings: PMC has a significant impact on companies to adopt a certain business strategy (i.e., defensive, opportunistic, analytical, and invasive) and the level of financial flexibility. Similarly, financial flexibility provides companies to adapt defensive and opportunistic strategies, and it also make companies decrease the adaptation of analytical and invasive strategies. Originality: This study endeavors to provide a significant insight for companies to focus on the importance of PMC and keep track of their level of financial flexibility. The study also suggests that exploring the opportunities of investment, which are competitive in nature, can be effective and helpful in selecting the appropriate business strategy. Following this roadmap, companies can better be able to maximize their performance and value to sustain their competitiveness.
This research aims to determine the influence of job satisfaction and motivation on the organizational commitment of civil servants at the Sintang Regency Community Empowerment and Village Government Service. This type of research is associative research with a quantitative descriptive approach. The sample for this research was 35 people consisting of civil servants from the Community Empowerment and Village Government Service of Sintang Regency. In this research there are two independent variables, namely motivation and job satisfaction (X1 and X2) and one dependent variable, namely organizational commitment (Y1). The results of this research show that Job Satisfaction and Motivation simultaneously have a significant effect on Organizational Commitment. Furthermore, from the results of the partial test, job satisfaction has a partial effect on organizational commitment, but motivation has no partial effect on organizational commitment at the Community Empowerment Service and Village Government of Sintang Regency.
This study aims to identify the satisfaction and loyalty of Dkriuk Fried Chicken customers to financial services (QRIS) in the Serang and Tangerang areas. QRIS payment services greatly facilitate customers in payment transactions. This research uses quantitative methods by administering questionnaires to Dkriuk Fried Chikencustomers. Data from questionnaires that have been collected are analyzed using a descriptive statistical analysis approach to determine the level of customer satisfaction and loyalty to QRIS payment services at Dkriuk businesses in the Tangerang - Serang area. The results showed that QRIS payment services at the Dkriuk Fried Chiken business had a positive impact on its customers. Customer satisfaction with QRIS payment services can be seen from the ease of paying and customer loyalty can be seen from their sense of security in payment.
This study aims to determine the effect of service quality, trust, and timely delivery of J&T customer satisfaction West Cikarang Branch Express. The object examined in this study is J&T West Cikarang Branch Express. The results of this study prove that service quality has an effect positive and significant to satisfaction customer, trust influential positive and significant to satisfaction customer, And accuracy time delivery influential positive And significant to satisfaction customer. While simultaneously the quality of service, trust, and timeliness delivery in a manner together influential positive and significant to satisfaction customer.
The Fourth Industrial Revolution has brought advanced technologies such as augmented reality (AR) and virtual reality (VR), transforming consumer behavior in retailing and arousing the interest of scholars in studying customer responses to these technologies in retail settings. However, owing to variations in specific contextual factors, the results of related research have been mixed, which impedes retailers’ capacity to gain a systematic understanding of the formulation of well-informed marketing decisions in the context of AR and VR retailing. To address these gaps, this systematic review synthesizes extant empirical evidence with 1099 effect sizes from 111 published studies with 136 datasets and 547,415 sample sizes. This study is based on well-established theories, including the technology acceptance model, the customer journey theory, and the unified theory of acceptance and use of technology, which are extended to create a more comprehensive framework that is adapted for the customer journey in AR and VR retailing. Our findings reveal significant and positive correlations for all the proposed constructs, including the experience; intrinsic, extrinsic, hedonic, and utilitarian factors; and customer experience, attitude, intention, and loyalty, and verify the significant moderating effects for technology and product types. From a management perspective, our findings provide a systematic understanding of enhancing retailers’ integrated sustainable marketing strategies in the context of AR and VR retail and propose a forward-looking research agenda.
Sektor makanan dan minuman yang ada di Indonesia dapat mendorong pesat tingkat perekonomian Indonesia. Sebagai salah satu sektor industri terpenting negara, industri makanan dan minuman memiliki dampak yang signifikan terhadap perekonomian nasional. Penelitian ini bertujuan untuk mengetahui apakah kualitas produk, promosi, dan citra merek berpengaruh signifikan terhadap keputusan pembelian pada cuka apel Tahesta dan Bragg. Metode penelitian yang digunakan dalam penelitian ini adalah metode penelitian kuantitatif dengan menggunakan teknik analisis regresi linier berganda dengan program SPSS. Sampel dalam penelitian ini berjumlah 105 responden konsumen cuka apel Tahesta dan 105 responden konsumen cuka apel Bragg dengan menggunakan teknik purposive sampling. Tujuan lain dari penelitian ini adalah untuk mengetahui perbedaan kualitas produk, promosi, dan citra merek dari cuka apel Tahesta dan Bragg. Pengumpulan data dilakukan dengan penyebaran kuesioner dengan menggunakan skala Likert 4 poin untuk mengukur 21 item pernyataan. Hasil penelitian menunjukkan setiap variabel yang diuji valid dan reliabel. Penelitian ini juga membuktikan adanya pengaruh kualitas produk, promosi, dan citra merek yang positif dan signifikan terhadap keputusan pembelian cuka apel Tahesta dan Bragg. Selain itu penelitian ini juga membuktikan terdapat perbedaan yang signifikan kualitas produk, promosi, dan citra merek antara Tahesta dan Bragg. Kata kunci: kualitas produk, promosi, citra merek, keputusan pembelian
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