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All Journal Jurnal Manajemen dan Bisnis Indonesia Journal of Consumer Study and Applied Marketing
Shimaditya Nuraeni
School of Business and Management, Institut Teknologi Bandung
Economics, Econometrics & Finance Social Sciences Other

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Journal : Journal of Consumer Study and Applied Marketing

 1 
Factors Influencing Identification as a Fan and Consumerism towards The Virtual K-Pop Group MAVE: Hoesan, Valencia; Nuraeni, Shimaditya
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.v1i2.72

Abstract

The K-Pop industry has been developing Virtual K-Pop Group, a K-Pop group with virtual human members who are made to be as similar as possible to actual humans. Identification as a fan is one of the important factors in creating a purchasing behavior in the form of consumerism towards certain K-Pop groups. Therefore, this research was conducted with the aim of identifying factors that significantly influence identification as a fan and consumerism towards one of the well-known Virtual K-Pop Groups, which is MAVE:. This research uses an extended Theory of Planned Behavior framework with additional audio and visual components, virtual group concept, peer influence and social media influence as the variables. The method used in this research is quantitative and using a questionnaire with respondents from Indonesia who have at least once performed consumerism towards MAVE: as the data source. The data was analyzed using the Path Analysis method to examine the influence between variables, namely attitude, subjective norms, perceived behavioral control, identification as a MAVE: fan and consumerism towards MAVE:. The result indicates that virtual group concept’s influence towards attitude and peer influence’s influence towards subjective norms are positively significant. Attitude, subjective norms and perceived behavioral control positively significant in influencing identification as a MAVE: fan. Also, identification as a MAVE: fan significantly influences consumerism towards MAVE: positively. The findings of this research is aimed to understand the consumer behavior of Virtual K-Pop Group consumers, so that it becomes the basis for label companies that produce these groups to create effective strategies for generating revenue as the main goal of business.
Influential Cosmetic Packaging Attributes Toward Customer Purchase Intention Hasibuan, Maurel Sara; Nuraeni, Shimaditya
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.v1i2.80

Abstract

The global skincare industry is experiencing rapid growth, with Indonesia's skincare market expected to be the fastest-growing in the Asia-Pacific region, mainly contributed by the middle-class population. This phenomenon leads to a highly saturated market, requiring brands to differentiate themselves through packaging, increasing companies' investment in packaging. Generational preferences influence packaging design, as Generation Z favors simple and sustainable packaging. This study aims to identify the cosmetic packaging attributes significantly impacting Generation Z's purchase intention. This research identifies visual packaging attributes such as packaging material, closure types, shape, color tone, and graphics as significant factors in customer purchase intention. The study uses a quantitative approach where a questionnaire is distributed to Generation Z residing in Jabodetabek and Bandung. Regression and conjoint analyses are employed to analyze the influence of the independent variable. The regression results indicate that packaging material, shape, and color tone significantly impact customer purchase intention. Conjoint analysis reveals that packaging material is the most important variable, followed by packaging shape, closure, and color tone. The most preferred packaging profile combination comprises glass material, dispensing closure, bottle shape, and tertiary Color. Even though both method results provide different rank significance results, the conjoint analysis provides more relevant results as it depicts packaging as a whole similar to real situations. The findings of this study can be utilized to determine which important packaging attributes need to be focused on during the designing process.
The Influence of Product Quality and Product Attributes on Purchase Intention of Powdered Breast Milk Service Mediated by Belief Systems Razan, Muhammad; Nuraeni, Shimaditya
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.v2i1.215

Abstract

This study explores the impact of product quality, product attributes, and belief systems on purchasing intentions for Mengasihi breast milk powder manufacturing services. The research utilized an online survey to gather data from 284 mothers residing in the Greater Bandung and Jabodetabek regions. Participants were selected based on their familiarity with powdered breast milk and their status as parents. The data was analyzed using Path Analysis to understand the relationships between the variables. The findings demonstrate that both the quality and attributes of powdered breast milk products significantly influence consumer purchasing intentions. These effects are observed both directly and indirectly through the mediation of consumer belief systems. Specifically, product quality and attributes positively affect purchasing intentions by enhancing perceived value and satisfaction. However, the belief system was found to have the most substantial impact on purchasing intentions. This suggests that consumers' pre-existing beliefs and values play a crucial role in shaping their decisions regarding breast milk powder. The study highlights the importance of understanding consumer belief systems in the context of marketing strategies. For Mengasihi, these insights suggest that improving product quality and clearly communicating product attributes can enhance consumer perceptions and intentions. Additionally, addressing and aligning with consumer belief systems is essential for building trust and increasing brand loyalty. By focusing on these areas, Mengasihi can develop more effective marketing strategies to enhance consumer awareness and strengthen its market position.
Co-Authors Badriyah, Mila Jamila Khatun Hadiansyah, Fikri Hasibuan, Maurel Sara Hoesan, Valencia Razan, Muhammad Yos Sunitiyoso