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All Journal Journal of Business and Management The Asian Journal of Technology Management (AJTM) Journal of Social And Economics Research Marketgram Journal Journal of Consumer Study and Applied Marketing Mandalika Journal of Business and Management Studies Journal Integration of Management Studies
Kusumawati, Nurrani
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Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Social Sciences

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Journal : Journal of Consumer Study and Applied Marketing

 1 
The Influence of QRIS Payment Customer Satisfaction Towards Customer Loyalty And Continuity Nadinta, Puti Shalia; Kusumawati, Nurrani
Journal of Consumer Studies and Applied Marketing Vol. 1 No. 1 (2023)
Publisher : Integrasi Sains Media

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58229/jcsam.v1i1.52

Abstract

The official standardized payment system in Indonesia, Quick Response Indonesian Standard (QRIS), was introduced on August 17, 2019. QRIS is anticipated to facilitate QR payment systems, which allow for scanning a single QR code from various digital payment services as long as they are registered with QRIS. The researcher conducted exploratory research to better grasp the consumer perspective on utilizing QRIS due to the increased usage of QRIS over time. It has been discovered that employing QRIS still has its limitations. With that, a more thorough investigation is conducted into the relationship between customer pleasure and loyalty. Perceived Usefulness, Perceived Flow, Satisfaction, Customer Loyalty, and Adoption Continuity are the variables put to the test. The Generation Z population in Indonesia actively utilizing QRIS in the Bandung and Jabodetabek region serves as the study's sample. Data from 205 samples, categorized as Generation Z, were collected and subjected to descriptive and PLS-SEM analyses. According to the study, perceived usefulness and flow favorably affect satisfaction. Also favorably affecting perceived flow is perceived usefulness. Adoption Continuity is positively impacted by satisfaction and perceived utility. Customer loyalty and adoption continuity both benefit from satisfaction. The results of this study are anticipated to have implications for future research as a valuable point of reference for researchers developing new research studies in the field of marketing, as well as for business owners who already offer or will offer QRIS as a payment method to ensure a smooth payment flow for their customers.
The Impact of Mobile Service Quality, Perceived Value, Perceived Usefulness, Perceived Ease of Use, Customer Satisfaction Towards Continuance Intention to Use MyTelkomsel App Azzahra, Talitha Radhiyya; Kusumawati, Nurrani
Journal of Consumer Studies and Applied Marketing Vol. 1 No. 1 (2023)
Publisher : Integrasi Sains Media

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58229/jcsam.v1i1.74

Abstract

The community's high level of mobility has sped up mobile application development. Businesses from various industries raced to create their applications because it boosts brand loyalty and customer relationship, increasing revenue for the company. As the fifth-largest nation with a mobile application market share in 2021, Indonesia represents a sizable potential market in the next years. Telkomsel has capitalized on this potential by creating its mobile purchasing app, MyTelkomsel. The app has received 100 million downloads on Google Play Store and a 4.5-star rating. However, given that MyTelkomsel had a decline in monthly active users (MAU), falling to the 28th position in 2023, it is unclear whether it can keep its customers' intention to continue using the service. This study analyzes the conceptual model created by earlier related literature and identifies the factors that have a major impact on consumers' intentions to continue using MyTelkomsel. Customers of MyTelkomsel are the subjects of qualitative semi-structured interviews and quantitative surveys as part of this study. The interview findings were examined using open coding, while the questionnaire results were analyzed using PLS-SEM. According to the findings, Perceived Value, Perceived Usefulness, Perceived Ease of Use, and Customer Satisfaction positively impact Continuance Intention to Use. Service Content Quality and Customer Service Quality positively impact perceived Value and Customer Satisfaction. However, it has been demonstrated that Mobile Network Quality has no appreciable impact on Perceived Value. These results should help inform the development of stronger strategies for mobile app retention in the telecommunications sector or other relevant businesses in Indonesia. Future research is anticipated to include more factors, samples, and a wider scope due to research limitations better to explain the continual use intention of telecommunication apps.
The Effect of Overpackaging Solutions in E-Commerce Towards Consumer Preference Soedibyo, Abigail; Kusumawati, Nurrani
Journal of Consumer Studies and Applied Marketing Vol. 1 No. 2 (2023)
Publisher : Integrasi Sains Media

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58229/jcsam.v1i2.89

Abstract

The emergence of e-commerce has transformed business models, consumer purchasing behavior, as well as consumer shopping experience. Despite offering many advantages, the rapid growth of e-commerce also brought challenges to the environment. In comparison to the traditional retail system, the logistic system of e-commerce involves more touch points. Due to this, products purchased from e-commerce require additional packaging material to protect products from harm and damages during the distribution process, which leads to the issue of overpackaging. Additionally, many researchers have suggested overpackaging solutions from the perspective of the government, e-commerce enterprises, and consumers. However, the effectiveness of those solutions are still unidentified. To close the gap that previous studies have not explored, this research is conducted to find recommendations for tackling the issue of overpackaging in e-commerce by examining the factors that influence consumer preferences towards e-commerce overpackaging solutions. In conducting the study, the researcher used a quantitative approach with purposive sampling by conducting an online survey to 400 e- commerce users from the age range of 17-26 years old (generation Z), domiciled in Bandung and Jabodetabek area, and have experienced overpackaging in e-commerce. The researcher uses descriptive, statistical, and PLS-SEM to analyze the survey result. The result indicates that Innovating Green Packaging Materials, The Establishment of a Recycling System, Government Policy, and Increasing Awareness Towards the Preservation of the Environment has a positive influence on Consumer Preference, The Establishment of a Recycling System and Consumer Preference is mediated by Government Policy and Increasing Awareness T owards the Preservation of the Environment, and Innovating Green Packaging Materials and Consumer Preference is mediated by Government Policy. The finding of this research will give insight and recommendations for the government, e-commerce enterprises, and consumers in tackling the issue of overpackaging in e-commerce.
The Impact of Product Description, Product Photo, Rating, and Review on Purchase Intention in E-commerce Mokobombang, Muhammad Ghiffary; Kusumawati, Nurrani
Journal of Consumer Studies and Applied Marketing Vol. 1 No. 2 (2023)
Publisher : Integrasi Sains Media

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58229/jcsam.v1i2.100

Abstract

The Covid-19 pandemic in the last 3 years has strengthened E-commerce growth, making online shopping the new norm due to restricted offline activities. To aid buyers and sellers in conducting transactions in E-commerce, E-commerce platforms have introduced features like product descriptions, product photos, ratings, and reviews. These features have created a competitive landscape, benefiting sellers who can use them effectively. Nevertheless, many sellers still struggle to optimize these features and market their products effectively to buyers. Failure to optimize these features correctly restricts the marketing strategy's effectiveness and puts sellers at risk for unanticipated difficulties that may be prevented by determining the various effects of these features on customers’ purchase intentions. Therefore, this research aims to analyze the impact of product descriptions, product photos, and ratings & reviews on customers' purchase intention in E-commerce. A quantitative approach is used in this study, where the data is analyzed through descriptive statistics and PLS-SEM. The result of this study suggested that all three features of product description, product photo, and rating & review significantly and positively influence purchase intention in E-commerce. In addition, the author also found that moderation of perceived trust significantly affects product description and rating & review on purchase intention, while the moderation of perceived risk only significantly affects rating & review on purchase intention. The finding of this research is expected to give insights to E-commerce sellers on optimizing the features in E-commerce to increase the customers’ purchase intention.
Investigating the Determinants of Green Loyalty: Understanding Factors Influencing Customer Commitment to Sustainable Brands in Indonesia Journey Firdausy Arasyi; Kusumawati, Nurrani
Journal of Consumer Studies and Applied Marketing Vol. 1 No. 2 (2023)
Publisher : Integrasi Sains Media

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58229/jcsam.v1i2.105

Abstract

In recent decades, the global emphasis on ecological sustainability and green marketing has revolutionized consumer preferences and behaviour. As businesses strive to meet the growing demand for eco-friendly products and services, understanding and assessing customer green loyalty have become pivotal objectives for sustained success. This research investigates the determinants of customers' green loyalty towards environmentally conscious goods and/or services. To achieve this objective, a quantitative analysis approach was adopted. A questionnaire-based survey was conducted using Google Forms, targeting 238 respondents. The collected data was subjected to descriptive statistics and partial least squares structural equation modelling (PLS-SEM) for comprehensive analysis. The findings of this study underscore the significant influence of two crucial factors - green trust and green image - on customers' green loyalty. The positive relationship between green trust and green loyalty highlights the importance of establishing trust in eco-friendly brands. Additionally, the positive impact of green image signifies the role of a brand's environmental reputation in fostering customer loyalty. These insights hold paramount importance for both theory and practice, shedding light on customers' loyalty patterns towards green brands in Indonesia. As businesses navigate the dynamic landscape of sustainability-driven consumer preferences, this research can guide strategic marketing efforts and promote eco-friendly practices to attract and retain loyal customers.
The Fundamental Role of Brand Experience in Building Brand Loyalty Behind The Everlasting Success of Taylor Swift Ayuning Gitafitri, Betari; Kusumawati, Nurrani
Journal of Consumer Studies and Applied Marketing Vol. 2 No. 1 (2024)
Publisher : Integrasi Sains Media

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

Even after eighteen years, Taylor Swift remains a major figure in the music industry, with her popularity extending to Indonesia. Booming Swiftie activities from karaoke parties, fun walks, to Eras Tour remakes have gained popularity, driven by her viral songs and TikTok trends. Indonesian Swifties eagerly invest time and money in Taylor Swift related events, from local fan gatherings to traveling abroad for her concerts. This research aims to explore how brand experience drives brand loyalty and examines the roles of brand experience, brand personality, brand satisfaction, and brand love in sustaining Taylor Swift's success in Indonesia. Using a judgmental sampling technique, a mixed-method approach was utilized, involving interviews with 11 respondents and surveys with 305 respondents from 16 regions in Indonesia. Coding with NVivo and PLS-SEM with SmartPLS were used to examine the data. The study identified several factors that support Taylor Swift’s ongoing success and exposure, emphasizing Swift’s exceptional brand experience, public persona, ability to comprehend market demand and fan expectations, emotional connection fostered with her fans, and the persistent quality of both her music and performances. The findings also showed that Taylor Swift’s brand loyalty is significantly and positively impacted by brand experience, brand satisfaction, and brand love. Brand experience significantly affects brand loyalty both directly and indirectly through brand personality, brand satisfaction, and brand love as the mediating variables. In addition, perceived quality is found to have a significant positive impact on brand satisfaction, and brand satisfaction has a significant positive impact on brand trust. These results provide artists and record labels in the music industry with valuable insights to improve their brand management strategy and enhance brand loyalty, therefore extending the artists’ longevity. This study also adds to the knowledge of brand management in marketing, specifically in the music industry.
The Influence of Visual Attributes in Packaging Design on Generation Z's Dessert Snack Purchasing Decision Belliza, Azka; Kusumawati, Nurrani
Journal of Consumer Studies and Applied Marketing Vol. 2 No. 1 (2024)
Publisher : Integrasi Sains Media

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58229/jcsam.v2i1.175

Abstract

This research explores the influence of packaging design on the purchasing decisions of Generation Z consumers, focusing on dessert snack products. The primary objective of this study is to evaluate the extent to which each visual element of a product's packaging influences the purchasing decisions of Generation Z consumers. A further aim is to identify specific preferences for each visual element in food packaging design that Generation Z. favors. In order to achieve these objectives, a mixed-methods approach was employed, combining quantitative surveys with 422 respondents and qualitative interviews with 12 participants, all from Generation Z. The results reveal that visual appeal significantly influences purchasing decisions, primarily through the mediating variable of perceived quality. Individual elements such as appealing color combinations and unique typography enhance perceived quality, driving purchasing decisions. Illustrations on the packaging also significantly impact purchase decisions. The choice of packaging material, especially eco-friendly options, positively affects perceived quality, while the shape and size of packaging influence perceptions of practicality and quality. While some visual elements, like product photography and shape, show small influences and do not directly influence purchase decisions, they contribute to the packaging's overall attractiveness and perceived quality. These findings suggest that effective packaging design tailored to the visual preferences of Generation Z can enhance the marketability of dessert snack products. However, the study has limitations, including its focus on a specific product category and demographic group, which may not generalize to other contexts. Future research could explore the influence of packaging design on different consumer groups and product categories. The study provides insights for marketers and designers aiming to capture the attention of Generation Z consumers through strategic packaging design.
Factors Affecting Customer's Purchase Decision of Makeup Products From Local Brands On TikTok Live Streams Prameswari, Tyara Zeta; Kusumawati, Nurrani
Journal of Consumer Studies and Applied Marketing Vol. 2 No. 2 (2024)
Publisher : Integrasi Sains Media

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58229/jcsam.v2i2.253

Abstract

Social media platforms have drastically reshaped communication, content sharing, and consumption in the fast-evolving digital era. TikTok, a prominent platform, has gained substantial influence in Indonesia, becoming a significant force in the business world. This study examines the factors that affect consumer purchase decisions for local makeup products during TikTok live-streaming sessions. Utilizing a mixed-methods approach, the research integrates qualitative and quantitative methods to understand consumer behavior comprehensively. Qualitative data is analyzed through manual coding, offering detailed insights into consumer perceptions and motivations. Quantitative data is assessed using Partial Least Squares Structural Equation Modeling (PLS-SEM) to identify statistical relationships and patterns. The study involves a minimum of 12 participants for qualitative analysis and 200 for quantitative analysis, focusing on beauty enthusiasts familiar with TikTok's live-streaming features. The research aims to uncover how live streaming influences purchasing decisions and provides actionable insights for local beauty brands. By leveraging TikTok's interactive capabilities, the findings will help these brands enhance their marketing strategies and engage more effectively with their target audience. This study contributes to understanding the impact of social media on consumer behavior and offers practical recommendations for maximizing the potential of live streaming in the beauty industry.
Co-Authors Ali, Alwi Arrahim, Dzikry Ayuning Gitafitri, Betari Azzahra, Talitha Radhiyya Belliza, Azka Fandika, Gilang Journey Firdausy Arasyi Marshella Tristandinata Mokobombang, Muhammad Ghiffary Nadinta, Puti Shalia Natasha Janice Prameswari, Tyara Zeta Pratiwi, Anastasia Galuh Siregar, Rachael Gracella Veronita Soedibyo, Abigail Syaqufa, Ambarin Vanessa Gloria Wiraputra, Rafif