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All Journal Journal of Consumer Science Journal of Consumer Sciences International Journal of Applied Business Research Jurnal Riset dan Inovasi Pembelajaran Journal of Marketing Innovation Bakti Budaya: Jurnal Pengabdian kepada Masyarakat BHAKTI PERSADA Jurnal Aplikasi IPTEKS (Journal of Applied Sciences and Technology) Jurnal Bisnis dan Kewirausahaan ASEAN Marketing Journal
Amalia, Fatya Alty
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The Perception of Young Women towards Beauty Value in Beauty Advertisements Amalia, Fatya Alty; Andani, Adiva Rakhma; Guteres, Alexandre Desausa
Journal of Marketing Innovation (JMI) Vol. 3 No. 1 (2023)
Publisher : Politeknik Negeri Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35313/jmi.v3i1.63

Abstract

Fulfillment of beauty standards with a thin body, fair skin, and straight hair should have status as an old idea that does not need to be perpetuated. There is a change from women who no longer interpret beauty according to the standards that are instilled. This is in line with the many brands that are starting to break the stereotype of beauty when creating their campaigns and advertising media, with values that are increasingly changing, now many beauty brands have created positive and inclusive campaigns to touch more people who care about physical and non-physical beauty. The current study aims to know how female customers perceive the value of beauty toward the ideal women that are being promoted in media, especially in advertising, and how its impacts women. To explore the perceptions of women as a customer, this study uses a qualitative method to dig deeply into how the perception of the customer will work against the brands. This study suggests that brands, especially beauty brands, to put attention to female customers’ perception of how they want to appear in any media that exist. Instead of focusing on idealized women, brands should use a more natural model which might bring inclusion and diversity.
The Influence of Live-Streaming Shopping Activities on Attitude Toward Purchase Intention Elsholiha, Hilwah Dibagiyya; Najib, Moh Farid; Amalia, Fatya Alty
Journal of Marketing Innovation (JMI) Vol. 3 No. 2 (2023)
Publisher : Politeknik Negeri Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35313/jmi.v3i2.96

Abstract

The rapid development of marketing media, particularly live streaming services, is anticipated to be incorporated into the social, voice, and visual widespread in the future, which can influence customers' behavior while making purchasing decisions at any moment. The purpose of this paper is to determine the influence of live-streaming shopping activities on attitudes toward purchasing intentions. The purposeful ways to sample were implemented for this research, with questionnaires distributed digitally to TikTok social media users who had seen live-streaming promotions in Indonesia. The third version of SmartPLS was used to process the data collected from up to 443 respondents. The research results show each variable that significantly influences purchase intention includes credibility, informativeness, and interactivity through the intermediary, namely the variable attitude towards advertising. The researchers can use the data processing findings from the current research, which revealed customer attitudes toward advertising in the form of trust in sellers and trust in platforms, also to measure the influence of each variable interpreted as advertising value on consumer behavior, namely product purchase intention in TikTok live stream promotions.
Exploring The Reasons Of Indonesian Young Adult Consumers Toward Sustainably Packaged Food & Beverages Product Gunawan, Arie Indra; Amalia, Fatya Alty; Ramadhan, Muhamad; Bansah, Pearl Fafa
Journal of Marketing Innovation (JMI) Vol. 4 No. 1 (2024)
Publisher : Politeknik Negeri Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35313/jmi.v4i1.106

Abstract

Sustainable packaging in the F&B industry is now widely used and developed by companies to address climate change issues or reduce costs and increase consumer product value. However, targeted consumers do not always buy products in sustainable packaging for various unknown reasons. The originality of this study is the creativity of young adults as participants, as most researchers do not have a deeper understanding of why consumers are most likely and least likely to purchase sustainably packaged products. It is a consumer survey. In addition, this study contributes to a comprehensive understanding of young adult consumers, purchasing intent, and awareness of sustainable packaging of F&B products. The purpose of this qualitative study was to thoroughly investigate why consumers are most likely and least likely to purchase sustainable packaged F&B products. Twenty-two young adult consumers aged 18-24 were asked the open-ended questions to gain a more in-depth understanding of the topic under the study. Most participants associate sustainable packaged F&B products with price, quality, and appearance as reasons for deciding whether to buy the product. However, some participants also mentioned digital marketing efforts: social media marketing, influencer use, and trend tracking, as reasons for being involved in the product. This study suggests that companies are leveraging digital and traditional strategies to create a complete green marketing mix that reaches a broader range of customers.
Co-Authors Andani, Adiva Rakhma Arie Indra Gunawan Bansah, Pearl Fafa Dwi Suhartanto Elsholiha, Hilwah Dibagiyya Fathin, Firya Fadhila Guteres, Alexandre Desausa Insani, Rabani Jannata Kania, Rafiati Lina Setiawati Maulida, Dhita Nur Moh Farid Najib Rafdinal, Wahyu Ramadhan, Muhamad Senalasari, Widi Sosianika, Adila Sumarjan, Norzuwana