49 research outputs found
The Influence of Social Media Towards Emotions, Brand Relationship Quality, and Word of Mouth (WOM) on Concert’s Attendees in Indonesia
No full textSocial media has been developing significantly from year to year. In Indonesia, 72% of the internet users use the internet to access social media. This indicates that social media are effective brand communication and promotion tools. Music industry is one of the business industries which utilizes social media as communication and promotion tools, especially related to music concerts. The purpose of this study is to identify the impact and relationship of social media towards emotional attachment and brand relationship quality, in which both will be then compare towards word of mouth (WOM) on concert’s attendees. This research uses descriptive design research conducted in one period (cross sectional design). Respondents of this study are 160 persons who attended concerts last year. The five-hypotheses research model in this study is tested using the Structural Equation Modelling (SEM). This research shows that social media interaction may result in emotional attachment. Emotional attachment felt by concert attendees may influence positively and significantly to brand relationship quality and creates word of mouth among the concert attendees
Factors Affecting Expectancy for Character Growth in Online Games and Their Effect on Gamers' Loyalty
Get PDFThis study aims to understand the effect of expectancy for character growth (learning, novelty, escapism, enjoyment, social value, audio-visual value, and value for money) on online games towards online gamer loyalty. This quantitative research uses a purposive sampling method with a sample of 375 respondents. The data were processed using the Structural Equation Modeling (SEM) method. The results showed that learning, escapism, audio-visual value, and value for money have a positive effect on expectancy for character growth. However, novelty, enjoyment, and social value do not have an effect on expectancy for character growth. Furthermore, expectancy for character growth has a positive effect on online gamer loyalty. Therefore, game developers need to know the fantasy of gamers, improve the quality of graphics, and provide discounts to increase gamers’ loyalt
The economic impact of relationship bonding tactics : a research agenda
Get PDFThe shifting of the transactional marketing paradigm into relational marketing has been paid more attention, particularly concerning the need to trace what the relational dimensions are that can bring superior financial performance. The research on relational marketing that focuses on relation quality is one area of research that is being developed from the relational marketing perspective. Nevertheless, there are still few research projects that give a complete explanation of the impact of the relational quality (satisfaction, trust, commitment) on the company’s financial performance. Therefore, we need to explore and scrutinize the financial impact with respect to the relational quality of the company-customer relationship. The relational quality of the company-customer relationship is influenced by various customer-attracting tactics, which eventually have the potential to create a behaviour (the length of the relationship, cross purchase, up-grade, customer asset management (CUSAM)), as well as influencing a customer’s attitude (positive word of mouth (WOM), price insensitivity, a tendency to not move away to another company). This conceptual p33 aper is intended to retrace the financial impact (return on investment (ROI)) and the stakeholder’s value (Tobin’s Q) from the relationship bonding tactics with respect to the relationship quality and CUSAM through the development of a conceptual framework that is able to explain the phenomenon.peer-reviewe
Marketing productivity and profitability of Indonesian public listed manufacturing firms
No full textPurposeThis research tries to fill a gap in research and to suggest a rigorous quantitative approach to benchmarking marketing productivity. Data envelopment analysis (DEA) is useful in identifying the best‐performing units to be benchmarked against as well as in providing actionable measures for improvement of a company's marketing performance.Design/methodology/approachThis study applied the DEA approach to aid traditional benchmarking activities and to provide guidance to managers, and to evaluate the productivity and efficiency of manufacturing firms listed at the Indonesian Stock Exchange as a result of their marketing activities. The time period observed is 2001‐2007. The total number of manufacturing firms observed is 94.FindingsThe evidence shows that on average, this industry experienced total productivity decline by over the observation periods, mainly due to deterioration of managerial efficiency.Originality/valueThe paper compares public listed manufacturing firms in Indonesia.</jats:sec
ANALISIS HUBUNGAN ANTARA SERVICE QUALITY, CUSTOMER SATISFACTION, DAN SWITCHING COST TERHADAP CUSTOMER LOYALTY; STUDI KASUS PERPINDAHAN GSM KE CDMA MAHASISWA DI DEPOK.
No full textThe level of competition in the world of CDMNs telecommunications mobile in Indonesia is very tight Each CDMRs provider uses price promotion strategy to draw consumer enthusiasm. In line with the theory of price sensitivity of consumer to price changes if the consumer will move to other provider with dissimilar price offering at same service. Good service quality which can be given by service provider to its consumer will make them satisfy and loyal. Consumer which satisfied would intenl to re-purchase the services that could be generating their loyalty. If the providers offering various benefit, value, or other tactical effort to retain their customer then the level of customers switching intention will be low. Hence they will become progressively loyal and resistance to move. Using survey with a hundred of respondents, the authors found thatservice quality influence customers satisfaction positively. It means progressively improvement of service quality will boost up the level of satisfaction. The findings also addressed that customer satisfaction influence loyalty positively. Other word if customer satisfies with the sentes offering, the level of loyalty will be increase. Interestingly, the finding also shows that switching cost will disturb the chain of satisfaction toward loyalty. Here in after, this study also finds that service quality influence customer loyalty patially which means with or without the presence of satisfaction, customer have become loyal to their provider.Keywords : customer satisfaction, loyalty, switching cos
Warning label placement : the difference defect of social risk and health risk consequences
Get PDFPurpose: The warning label tested in this study is a textual visual warning label that is concerned with warning of health risks, the source of warning messages, the layout of warning labels, and the use of children's idol images on warning labels. The main targets of marketing unhealthy products are children and adolescents. Accordingly, this study targets the kids and tweens age groups.
Design/Methodology/Approach: One tool that is believed to change the consumption behavior of products that are at risk for health is to use warning labels on product packaging. The method used in this study is a lab experiment, involving participants from two age groups, namely kids and tweens. As a persuasive measure, both visual and textual warning labels are believed to be able to change people's consumption behavior.
Findings: The negative effects that arise from business marketing activities cause social marketing to be one of the academic urgencies in the realm of marketing science. In the past decade, the international community has been very concerned about advertising unhealthy products for children and adolescents. The results of the study found that the difference in location of the warning label placement, and the use of idol images significantly affected the effectiveness of the warning label.
Practical Implications: The results of this study are useful for the development of social marketing science, especially the study of warning labels, namely recommending alternative warning labels that can be used in addition to health risks, namely warning labels with social consequences.
Originality/Value: For policy makers and observers of social marketing, this research provides a set of innovations that can be used to support the success of junk food product demarketing strategies.peer-reviewe
The impact of trust-distrust toward quality of life : the case of poor and non-poor household in Indonesia
Get PDFThe quality of life is strongly related to consumer trust in market related institution. The higher trust in market related institution, the higher quality of life received. The research serves two purposes.
First, examine the relationships between consumer trust in market related institutions (CTMRI), distrust for individuals (DFI) and Quality of Life (QoL).
Second, compare those relationships between two social-economic groups (poor household and non-poor household). The research employed the model developed by Ekici and Peterson (2009).
The study found that poor people shows a low quality of life and tend to have a low level of trust towards market related institutions while people above the poverty line tend to show high level of trust towards market related institutions and tend to show a higher quality of life.For both group, the trust in Manufacturer and Business has contribute the strongest relationship toward trust in market related institutions.
Surprisingly, the research found that there is no relationship between trust of government regulation and trust in market related institution for poor people group. This lack of trust raises a speculative issue for poor government intervention policy.
Finally, the research also found the greater trust in market related institutions will reduce the distrust in individuals thus enhance quality of life.peer-reviewe
The influence of trust, popularity, and social media influencer fit on impulse purchases of affordable luxury fashion brands among millennials and generation z
Get PDFBackground: This study explores the influence of trust, popularity, and perceived fit of social media influencers on impulsive buying behavior in the context of affordable luxury fashion brands in Indonesia. Given the growing significance of social media influencers in marketing strategies, this research aims to determine their effectiveness in shaping consumer trust and purchasing decisions, especially among Millennials and Generation Z. Methods: The research employs a quantitative approach with a hypothesis-testing framework. Data were collected through a structured survey targeting Indonesian Millennials and Generation Z who follow social media influencers. The analysis was conducted using structural equation modeling (SEM) to evaluate the relationships between variables, including trust, popularity, fit, and impulsive buying behavior. Findings: The results indicate that trust does not significantly influence impulsive buying for affordable luxury fashion brands (H1 rejected). Similarly, the popularity of social media influencers does not have a significant positive impact on trust (H2 rejected). However, perceived fit between influencers and brands positively influences trust (H3a accepted). Despite this, fit does not significantly affect impulsive buying behavior (H3b rejected). These findings suggest that while fit fosters trust, it does not directly translate into impulsive purchasing behavior in this market segment. Conclusion: The study concludes that trust and popularity are insufficient to drive impulsive buying behavior for affordable luxury fashion brands in Indonesia. Instead, perceived fit primarily impacts trust but does not directly influence purchasing actions. The results highlight the nuanced role of influencers in consumer behavior, emphasizing the importance of authenticity and alignment between influencers and brands. Novelty/Originality of this article: This study analyzes the dynamics of affordable luxury fashion brands in Indonesia and provides insights into Millennials and Gen Z’s perceptions of influencers, as well as their implications for marketing strategies in the digital era
ANALISIS POSITIONING EXTRA JOSS BERDASARKAN PERSEPSI KONSUMEN MINUMAN ENERGI NON CAIR (Studi Kasus Konsumen Buruh Pabrik Di Kawasan Industri Pulo Gadung)
No full text“Perception is more important than reality” (Al Ries & jack Trout, 2003). This is the sentence that can give us explanalion why companies want to spend plenty of money for advertising and promotion. So do with Extra Joss that spent much money for their promotion. But there are some concepts that have to be done for making the spending usefull One of those concepts is positioning-the act designing of the companies o distinctive place in the mind of target market (Kotler, 2003). The main purpose of this study is to identifying positioning of Extra Joss among ils close competitor based on perception ofits consumer, specifically labor worker on Industrial Estate Pulogadung. There are also trhee major pupose of this study: 1. to identifying brand awareness of non-liquid energy drink, 2. to identifying determinant alribut of non-liquid energy drink, 3. to identifying positioning Extra Joss based on perception of its consumer. The tools of the analysis of this study are correspondence analysis thal can give us a picture of perceptual map where product and those atribut can be plotted together, Factor analysis and analysis of mean score are also used for analysis
The Effect of Economic Growth and Inflation on Tax Revenue: Analysis on Areas with Dominant Economic Activities in Agriculture, Plantation, and Fisheries Sectors
No full text
