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Journal : Journal Integration of Management Studies

Does Pop Culture Trend Drives Brand Awareness on Purchase Intention? A Case Study of the Squid Game Movie Series on Dalgona Candy Rachmanda Putri, Marsha; Aprianingsih, Atik; Imran, Jovanska Arfianda; Aminuddin, Rahmat Ridlo
Journal Integration of Management Studies Vol. 1 No. 1 (2023)
Publisher : Integrasi Sains Media

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58229/jims.v1i1.16

Abstract

This study investigated the inclination between the pop culture trend of squid game movies to Dalgona candy purchase intention. The statistical population includes millennials familiar with Korean drama and those who watched the Squid Game movie series in particular. 130 people were selected by random sampling to respond to a research questionnaire. Variables were analyzed by multiple regression analysis using validity and reliability measurement through Cronbach's alpha from SPSS and RStudio to find the intercept between brand awareness and trend theory variables. Findings stated that both variables positively impact Dalgona Candy Purchase Intention. However, The variable of Trend Theory does not have a significant impact on Dalgona Candy Purchase Intention. Meanwhile, brand awareness is not the key to purchase intention despite having a positive effect.
Indonesia’s Low-Cost Carrier Competitive Landscape: An Analysis of 7 P’s Abdurrahman, Vidi; Aprianingsih, Atik
Journal Integration of Management Studies Vol. 3 No. 2 (2025): (Special Issue)
Publisher : Integrasi Sains Media

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58229/jims.v3i2.345

Abstract

This study examines the competitive strategies of four leading low-cost carriers (LCCs) operating in Indonesia—Lion Air, Citilink Indonesia, Indonesia AirAsia, and Super Air Jet—through the lens of the 7Ps marketing mix framework. Amidst intensifying competition and evolving passenger expectations, Indonesian LCCs must now differentiate beyond price. Using a qualitative-comparative approach, the research analyzes how each airline performs across seven dimensions: Product, Price, Place, Promotion, People, Process, and Physical Evidence. Data were collected from secondary sources, including official airline websites, mobile application ratings, national transportation statistics, and the Top Brand Index 2024. Findings reveal distinct strategic postures among the carriers. Citilink and Indonesia AirAsia lead in balancing affordability with service quality and digital integration, while Super Air Jet positions itself as a youthful, brand-driven entrant. Lion Air, though dominant in market share, continues to face challenges in service consistency and customer experience. The study highlights that operational maturity, service delivery, and human capital are critical for sustained competitiveness. The analysis also demonstrates the increasing importance of customer-facing digital systems and physical branding as sources of perceived value in a low-cost context. This research contributes to the growing body of literature on service marketing in aviation and provides strategic insights for airline managers seeking differentiation in price-sensitive markets. Future studies are encouraged to integrate passenger perspectives and explore the role of sustainability in LCC strategies.
Co-Authors Abdurrahman, Vidi Adhipradana Syafii, Ardiman Adiani, Widyoretno Agus Hasan Pura Anggawidjaja Agus Santoso Amalia, Rizkia Aminuddin, Rahmat Ridlo Anggawidjaja, Agus Hasan Pura Anggini, Devia Mahartika Anggun Siwi Murwati Ardicho Rahman Fatonny Art’sera Esti Widiyastuti Budiyono, Eric Angga Bustaman, Muhammad Khairil Chandra, William Alden Dalzi R. Danil, Dalzi R. Debby, Teresia Diva, Muhammad Fadel Eliandri Shintani Wulandari, Eliandri Shintani Fabilia, Safira Fadhil Ghalib Agam, Fadhil Ghalib Faishal Tanjung Maoludyo, Faishal Tanjung Fathia Rachmah, Amalia Febiya Anggayesti Handayani Gina Nurfitriani, Gina Hakim, An Nahl Akmal Harimukti Wandebori Hidayat, Malvin Ichsan Muhammad Nurjaman, Ichsan Muhammad Ida Farida Imran, Jovanska Arfianda Ira Fachira Kartika, Kristi Kaustubh Virkar Ka’bah, Indi Rafiyal Koconingrahayu, Dewi Wahyu Limawan, Alvin Nathanael Maharatie, Andhiny Puspa Mangngalle, Riska Indriyani Mohamad Toha Mustika Sufiati Purwanegara Nabila Syahputri, Nabila Nabilah Setiawan, Adelia Natawiria, Nikolas Dalle Bimo Noorfazia Indriani, Delvina Nurfatiasari, Safrani Nusantara, Bambang D.A. Pardede, Bonita Praditya Dwi Wicaksono, Praditya Dwi Pratiwi, Lintang Primadana, Ligasyah Arnanda Putri, Marsha Rachmanda Putri, Nadila Vedania Rachmanda Putri, Marsha Raden Roro Shafira Meisy Sudarsono Rahmandi*, Dwinan Ramadhany, Fitri Ramdani, Muhammad Abdilah Rasyida, Reyna Aszzura Renaldo Wijaya, Renaldo Reza Ashari Nasution Rima Elya Dasuki Sadri, Ilman Sahara, Shifa Hustima Salsabila, Regina Setiawan, Margareth Shubhi, Kannida Puspa Siara, Sabina Sihotang, Davy Andriansyah H Sofyan, Mahardhika Dwi Ananta Sunanta, Grace Rosaline Syafira Rachmat, Shifa Tarigan, Renalta Teresia Debby Thalib, Karimah V. J. Wisnu Wardhono Wahyu Apriyantopo Wahyudi, Setto Lintang Agung Wenty Gafrina Martin, Wenty Gafrina Wibowo, Annisha Ananda Putri Widyaputri, Naja Ghassani Widyasthana, G.N. Sandhy Yuliana, Putri Dewi