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All Journal Socius: Social Sciences Research Journal
Moza Muhammad Althaf
Program Studi Manajemen, Universitas Pembangunan Jaya, Indonesia
Religion Arts Humanities Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media

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Global Marketing Strategy of Indomie in Facing Competition in the Nigerian Market Muhammad Rifqi Salichin; Moza Muhammad Althaf; Mochamad Zidane Farrel Dermawan
Socius: Jurnal Penelitian Ilmu-Ilmu Sosial Vol 3, No 11 (2026): June 2026
Publisher : Penerbit Yayasan Daarul Huda Kruengmane

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.5281/zenodo.20557761

Abstract

This study analyzes the global marketing strategy of Indomie, a flagship instant noodle product of PT Indofood Sukses Makmur, in penetrating and sustaining its competitive position in the Nigerian market. Nigeria represents one of the most strategically significant international markets for Indomie, where the brand has achieved a level of cultural embedding so deep that Nigerian consumers frequently use "Indomie" as a generic term for all instant noodles. Using a qualitative systematic literature review methodology, this study synthesizes findings from nine empirical sources to construct a comprehensive understanding of the strategic architecture behind Indomie's Nigerian success. The analysis is grounded in the OLI Paradigm (Dunning), Commercial Diplomacy Framework (Reuvers), and Brand Equity Theory (Aaker). The findings reveal that Indomie's market success in Nigeria rests on four interconnected strategic pillars: a joint venture entry strategy through Dufil Prima Foods in partnership with the Tolaram Group, product and cultural adaptation to Nigerian taste preferences and consumption contexts, sustained corporate social responsibility investments including polio vaccination programs that built community trust, and nostalgic brand positioning that transformed Indomie into a cultural institution. Empirical evidence confirms that brand elements explain approximately 60% of customer patronage variance for instant noodles in Nigeria (Ajibade Osuolale), and that nostalgic brand positioning, brand equity, and advertising are significant predictors of consumer repeat purchase behavior (Ikpeazu Ogbeide, 2026). The study concludes that Indomie's enduring competitiveness in Nigeria stems from its capacity to simultaneously function as a commercial product, a diplomatic instrument, a cultural symbol, and a community institution  a combination that no competitor has been able to replicate since Indomie first entered the Nigerian market in the late 1980s.
Implementation of Service Quality and Customer Satisfaction at KAI Moza Muhammad Althaf; Dhimas Januar Prasetyo; Wulan Meidiva
Socius: Jurnal Penelitian Ilmu-Ilmu Sosial Vol 3, No 12 (2026): July 2026
Publisher : Penerbit Yayasan Daarul Huda Kruengmane

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.5281/zenodo.20575867

Abstract

This study examines the implementation of service quality and its effect on customer satisfaction at PT Kereta Api Indonesia (KAI) through a qualitative literature review approach. Drawing on empirical studies published between 2019 and 2025, this research analyzes how KAI has applied the five dimensions of the SERVQUAL model reliability, responsiveness, assurance, empathy, and tangibles across its service delivery systems, including ticketing, station management, and on-train experience. Key findings from the synthesized literature indicate that service quality directly influences passenger satisfaction (?=0.74) and trust (?=0.29), while passenger satisfaction further mediates trust formation (?=0.64) (Levyda, 2021). Digital service channels, particularly the Access by KAI application, have become a central driver of service quality improvement, with studies confirming positive and significant effects on ticket sales and passenger satisfaction (Azizah Sudrartono, 2025). However, gap analysis of the Access by KAI application reveals negative service gaps across all five SERVQUAL dimensions, particularly in responsiveness (gap = ?0.73) and empathy (gap = ?0.61), indicating persistent areas requiring improvement (Khoiriyah, 2025). Employee service quality remains the primary determinant of station and on-train quality, while booking process ease determines ticketing quality. This study concludes that KAI must continue integrating digital innovation with human-centered service standards to achieve sustainable improvement in customer satisfaction.
Co-Authors Dhimas Januar Prasetyo Mochamad Zidane Farrel Dermawan Muhammad Rifqi Salichin Wulan Meidiva