4 research outputs found
Formulasi Strategi Kuyagaya Shop untuk Mempertahankan Keberhasilannya pada Industri Clothing dan Distro di Bandung Tahun 2008
No full textExperiential value and novelty cultivating brand love and behavioral intentions in technopreneurship
No full textThis study explores the influence of experiential value and novelty on customer satisfaction, brand love, and behavioral intention in robot barista coffee shops (RBCS) in Bandung, Indonesia. The research highlights how these variables interact to shape consumer behavior in a novel service setting. Data from 250 respondents, collected using a purposive sampling method and analyzed through Partial Least Squares (PLS), reveal several key findings. Experiential value significantly improves customer satisfaction, emphasizing the importance of engaging and memorable service experiences. Novelty is also a critical driver, contributing to customer interest and satisfaction by offering unique and innovative service encounters. Customer satisfaction strongly affects brand love, indicating that emotional attachment plays a central role in building customer loyalty. Furthermore, satisfied customers are more likely to exhibit positive behavioral intentions, including repeat visits and advocacy. These results underline the necessity for businesses to continuously innovate and enhance service quality to foster long-term customer relationships. This study not only adds to the limited research on robotic services in Indonesia but also offers practical insights for industry stakeholders aiming to adopt innovative technologies in customer-facing roles. Moreover, the findings contribute to the Sustainable Development Goals (SDGs) by advancing innovation (SDG 9) and promoting sustainable consumption patterns (SDG 12). By integrating robotics and prioritizing customer experience, businesses can create sustainable competitive advantages in the evolving service landscape
PROPOSED BRAND ACTIVATION STRATEGY FOR A NEW WOMEN’S FASHION BUSINESS CASE STUDY: AUBRE AND LIESSE
No full textSince 2010 many local fashion brands have been established in Indonesia. The great demand and opportunity of fashion products and businesses create a high-level competition. In 2016 there were 1,230,988 fashion companies (BEKRAF, 2017) and the main competition is not with the foreign brands but with fellow local brands. As a new fashion brand, Aubre and Liesse has to formulate a brand activation strategy to enter the market, make the potential target market become aware with the brand and interested with the product and gain a market share. To formulate the brand activation strategy, Aubre and Liesse has to conduct an internal and external analysis. The internal analysis consists of analysis of segmentation, targeting and positioning (STP) and business model canvas. The external analysis consists of consumer behavior, porter's five forces model and competitor analysis. Based on the result analysis, the steps of a brand activation strategy are researching about the need, desire, value and behavior of the target market; determine the core message; determine the communication voice; determine the distribution channel; decide social media advertising; retargeting; and make a cooperation with the key opinion leader. The brand activation process will need to be carried out for 3 months.Keywords: Branding,Brand Activation Strategy, FashionBrand, Fashion Industry, Women’s Fashion
PROPOSED BRAND ACTIVATION STRATEGY FOR A NEW WOMEN’S FASHION BUSINESS CASE STUDY: AUBRE AND LIESSE
No full textSince 2010 many local fashion brands have been established in Indonesia. The great demand and opportunity of fashion products and businesses create a high-level competition. In 2016 there were 1,230,988 fashion companies (BEKRAF, 2017) and the main competition is not with the foreign brands but with fellow local brands. As a new fashion brand, Aubre and Liesse has to formulate a brand activation strategy to enter the market, make the potential target market become aware with the brand and interested with the product and gain a market share. To formulate the brand activation strategy, Aubre and Liesse has to conduct an internal and external analysis. The internal analysis consists of analysis of segmentation, targeting and positioning (STP) and business model canvas. The external analysis consists of consumer behavior, porter's five forces model and competitor analysis. Based on the result analysis, the steps of a brand activation strategy are researching about the need, desire, value and behavior of the target market; determine the core message; determine the communication voice; determine the distribution channel; decide social media advertising; retargeting; and make a cooperation with the key opinion leader. The brand activation process will need to be carried out for 3 months.Keywords: Branding,Brand Activation Strategy, FashionBrand, Fashion Industry, Women’s Fashion
