Articles
<![CDATA[The Effect of Product Quality, Brand Image, and Social Media Influencers on the Purchase Decision of Scarlett Whitening Products on Social Media Instagram in DKI Jakarta ]]>
<![CDATA[Resti Hardini]]>;
<![CDATA[Yunita Pratiwi]]>
<![CDATA[ Budapest International Research and Critics Institute-Journal (BIRCI-Journal) Vol 5, No 2 (2022): Budapest International Research and Critics Institute May ]]>
Publisher : <![CDATA[Budapest International Research and Critics University ]]>
Show Abstract
|
Download Original
|
Original Source
|
Check in Google Scholar
|
DOI: 10.33258/birci.v5i2.5019
<![CDATA[This study aims to determine the effect of product quality, brand image, and social media influencers on purchasing decisions for Scarlett Whitening products on Instagram social media in DKI Jakarta. The source of data in this research is primary data distributed in the form of questionnaires to respondents. The population used in this study were Scarlett Whitening consumers in DKI Jakarta and a sample of 100 respondents. The sampling technique in this study used non-probability sampling with purposive sampling. The data analysis technique used in this study is the Multiple Linear regression method and hypothesis testing, processed using the IBM SPSS Version 23 application to measure the regression coefficient. This study has a multiple linear regression equation Purchase Decision = 0.167X1 + 0.372X2 + 0.475X3. Based on the results of the t-test of Product Quality, Brand Image and Social Media Influencers partially have a positive and significant effect on purchasing decisions.]]>
<![CDATA[A LITERATURE STUDY ON THE DETERMINANTS OF CONSUMER SWITCHING BEHAVIOR ]]>
<![CDATA[Rahayu Lestari]]>;
<![CDATA[Resti Hardini]]>;
<![CDATA[Tri Waluyo]]>;
<![CDATA[Kumba Digdowiseiso]]>;
<![CDATA[Khalid Farooq]]>
<![CDATA[ Journal of Accounting Research, Utility Finance and Digital Assets Vol. 2 No. 3 (2024): January ]]>
Publisher : <![CDATA[PT. Radja Intercontinental Publishing ]]>
Show Abstract
|
Download Original
|
Original Source
|
Check in Google Scholar
|
DOI: 10.54443/jaruda.v2i3.136
<![CDATA[This study seeks to investigate the factors that determine Consumer Switching Behavior by examining the influences on consumers' choices to switch between brands, products, or service providers. In order to ensure the ongoing success of a business, it is crucial to possess a comprehensive comprehension of consumer switching behavior, given the swiftly evolving market dynamics. The research methodology employed in this study utilizes a Systematic Literature Review (SLR) approach to systematically gather, curate, and analyze relevant findings from existing literature. The study findings revealed that consumer switching is primarily driven by factors such as shifting preferences, economic considerations like price and value, the costs associated with switching, negative experiences, social influence, and the reputation of brands as communicated through social media. The findings and analysis demonstrate that a more profound comprehension of these variables can assist companies in formulating marketing strategies that are both more efficient and adaptable to evolving consumer demands. Ultimately, this research greatly enhances our comprehension of consumer switching behavior dynamics, fortifies the foundation for the formulation of adaptable business strategies, and guarantees the competitiveness of companies in a fiercely competitive market. This research offers valuable insights for companies to enhance customer retention strategies and establish robust consumer relationships by examining the factors that influence consumers' decisions to switch.]]>
<![CDATA[THE DECOY EFFECT IN CONSUMER BEHAVIOR ]]>
<![CDATA[Rahayu Lestari]]>;
<![CDATA[Suadi Sapta Putra]]>;
<![CDATA[Resti Hardini]]>;
<![CDATA[Kumba Digdowiseiso]]>;
<![CDATA[Azlinzuraini Ahmad]]>
<![CDATA[ Journal of Accounting Research, Utility Finance and Digital Assets Vol. 2 No. 4 (2024): April ]]>
Publisher : <![CDATA[PT. Radja Intercontinental Publishing ]]>
Show Abstract
|
Download Original
|
Original Source
|
Check in Google Scholar
|
DOI: 10.54443/jaruda.v2i3.137
<![CDATA[The objective of this study is to investigate and assess the influence of the Decoy effect on consumer behavior. This study focuses on the significance of comprehending the psychological elements that impact consumer buying choices, particularly through the influence of the teaser effect. The employed approach involves a Systematic Literature Review (SLR), which entails conducting a methodical and thorough search of existing literature to identify the most recent discoveries pertaining to the Decoy effect and consumer behavior. The research findings and subsequent analysis emphasize that the Decoy effect has the ability to impact consumer preferences and marketing strategies. However, it also carries the potential for manipulation and the implementation of unfair pricing policies. Evidence from the literature affirms the necessity for companies to adopt marketing strategies that prioritize ethics, transparency, and honesty in order to uphold consumer trust. The research concludes that a thorough comprehension of consumer behavior and strategic utilization of the Decoy effect is crucial for attaining favorable outcomes and mitigating potential drawbacks. Hence, this study offers valuable perspectives for businesses to create more efficient and morally sound marketing tactics within the realm of consumer behavior.]]>
<![CDATA[THE INFLUENCE OF LOCAL COMMUNITY CULTURE ON GLOBAL MARKETING ]]>
<![CDATA[Tri Waluyo]]>;
<![CDATA[Rahayu Lestari]]>;
<![CDATA[Resti Hardini]]>;
<![CDATA[Kumba Digdowiseiso]]>;
<![CDATA[Siti Falindah Padlee]]>
<![CDATA[ Journal of Accounting Research, Utility Finance and Digital Assets Vol. 2 No. 3 (2024): January ]]>
Publisher : <![CDATA[PT. Radja Intercontinental Publishing ]]>
Show Abstract
|
Download Original
|
Original Source
|
Check in Google Scholar
|
DOI: 10.54443/jaruda.v2i3.138
<![CDATA[This literature study aims to address the global marketing challenges by examining the impact of local community culture. The individual's background exemplifies the intricate interplay between indigenous culture and worldwide marketing tactics. This research employs a Systematic Literature Review (SLR) to examine six decisions in Global Product Policy. It elucidates the impact of local culture on communication, negotiation, and consumer preferences in international markets. The results of the SLR indicate that the adaptation of product, language, and cultural symbols is essential in order to prevent misinterpretation and to ensure that the product remains relevant and appealing. The findings entail the implementation of strategies to accommodate variations in local cultural norms and values, as well as the significance of conforming to local government regulations and policies. The research findings indicate that preserving local community culture in global marketing necessitates an approach that is both sensitive and responsive. This study highlights the imperative for companies to comprehend, esteem, and adjust to indigenous culture in order to establish robust connections with consumers, enhance competitiveness, and attain enduring prosperity in an ever more interconnected global market.]]>
<![CDATA[THE EFFECT OF GAMIFICATION ON MARKETING PERFORMANCE: A LITERATURE STUDY ]]>
<![CDATA[Suadi Sapta Putra]]>;
<![CDATA[Resti Hardini]]>;
<![CDATA[Rahayu Lestari]]>;
<![CDATA[Kumba Digdowiseiso]]>;
<![CDATA[Sarina Ismail]]>
<![CDATA[ Journal of Accounting Research, Utility Finance and Digital Assets Vol. 2 No. 4 (2024): April ]]>
Publisher : <![CDATA[PT. Radja Intercontinental Publishing ]]>
Show Abstract
|
Download Original
|
Original Source
|
Check in Google Scholar
|
DOI: 10.54443/jaruda.v2i4.139
<![CDATA[This study investigates the impact of gamification on marketing performance using a systematic literature review methodology. The research background is grounded in the intricate nature of contemporary market dynamics and shifts in consumer behavior, necessitating inventive approaches in marketing strategy. The Systematic Literature Review method is employed to collate and scrutinize pertinent discoveries in associated scientific literature, encompassing empirical research, marketing theory, and the most recent industry trends. The research demonstrates that gamification has a substantial and favorable influence on marketing performance. Game elements, such as incentives, competitions, and rewards, enhance consumer engagement, stimulate purchases, and foster brand loyalty. Literature findings also emphasize the possibility of experiencing gamification fatigue and the danger of exacerbating negative perceptions if not properly controlled. Optimal results can be achieved by striking the right balance between gamification creativity and brand integrity. The research findings validate that the implementation of gamification can enhance marketing performance. However, companies must be cognizant of potential risks and prudently mitigate them. This study enhances comprehension of the correlation between gamification and marketing performance, and offers practical recommendations for companies to create successful marketing strategies in the digital age.]]>
<![CDATA[THE DETERMINANTS OF GREEN PURCHASING BEHAVIOR ]]>
<![CDATA[Rahayu Lestari]]>;
<![CDATA[Resti Hardini]]>;
<![CDATA[Melati]]>;
<![CDATA[Kumba Digdowiseiso]]>;
<![CDATA[Safiek Mokhlis]]>
<![CDATA[ International Journal of Social Science, Educational, Economics, Agriculture Research and Technology (IJSET) Vol. 3 No. 4 (2024): MARCH ]]>
Publisher : <![CDATA[RADJA PUBLIKA ]]>
Show Abstract
|
Download Original
|
Original Source
|
Check in Google Scholar
|
DOI: 10.54443/ijset.v3i4.397
<![CDATA[The objective of this study is to identify and analyze the factors that influence Green Purchasing Behavior, specifically in relation to environmentally friendly products and services. The research background emphasizes the intricate nature of the various factors that impact consumers' choices when selecting environmentally friendly products. These factors include environmental consciousness, knowledge about green products, perception of price, and brand reputation. The research methodology employs a systematic approach of conducting a literature review to gather and analyze findings from diverse sources of relevant scientific literature published between the years 2020 and 2024. The research findings indicate that environmental consciousness and familiarity with eco-friendly products are crucial determinants in shaping Green Purchasing Behavior. Consumer purchasing decisions are significantly influenced by price perception, brand image, and the availability of green products in the market. Nevertheless, the intricate interconnections among these factors underscore the significance of adopting a comprehensive approach when developing successful marketing and education strategies. Green Purchasing Behavior can be effectively stimulated through education on green products, implementation of transparent pricing strategies, and cultivation of a positive brand image. The research findings underscore the importance of collaboration among producers, sellers, government, and society in establishing favorable conditions that promote sustainable consumer choices. These findings offer valuable insights for future research, policy makers, and marketing managers in devising more efficient strategies to promote the adoption of environmentally sustainable consumption patterns.]]>
<![CDATA[THE DETERMINANTS OF CUSTOMER LOYALTY ]]>
<![CDATA[Resti Hardini]]>;
<![CDATA[Rahayu Lestari]]>;
<![CDATA[Elwisam]]>;
<![CDATA[Kumba Digdowiseiso]]>;
<![CDATA[Noor Fadhiha Mokhtar]]>
<![CDATA[ International Journal of Social Science, Educational, Economics, Agriculture Research and Technology (IJSET) Vol. 3 No. 4 (2024): MARCH ]]>
Publisher : <![CDATA[RADJA PUBLIKA ]]>
Show Abstract
|
Download Original
|
Original Source
|
Check in Google Scholar
|
DOI: 10.54443/ijset.v3i4.398
<![CDATA[The objective of this study is to identify and analyze the factors that influence customer loyalty in the context of contemporary competitive business. Specifically, we will examine the impact of Brand Satisfaction, Corporate Brand Reputation, and Brand Attachments. The research methodology employed is a Systematic Literature Review (SLR) to investigate noteworthy discoveries in relevant scholarly literature. The results of the SLR analysis indicate that there is a positive correlation between customer satisfaction and the quality of corporate brand reputation with Brand Attachments. This, in turn, leads to an increase in Brand Loyalty. While Corporate Brand Reputation does have a favorable effect on customer perceptions, its influence on Brand Loyalty is comparatively weaker than that of other variables. The results of the multiple linear regression analysis indicate that the combination of these factors exerts a substantial influence on customer loyalty. Hence, it is imperative for companies to prioritize their endeavors towards enhancing customer satisfaction, establishing a favorable brand image, and fostering profound emotional connections with customers in order to achieve maximum levels of loyalty. Ultimately, an extensive understanding of the factors that influence customer loyalty can assist companies in devising more efficient business strategies to sustain and enhance enduring customer relationships.]]>
<![CDATA[A LITERATURE STUDY ON DIGITAL MARKETING STRATEGIES IN INCREASING SALES ]]>
<![CDATA[Suadi Sapta Putra]]>;
<![CDATA[Resti Hardini]]>;
<![CDATA[Rahayu Lestari]]>;
<![CDATA[Kumba Digdowiseiso]]>;
<![CDATA[Juhaizi Mohd Yusof]]>
<![CDATA[ International Journal of Social Science, Educational, Economics, Agriculture Research and Technology (IJSET) Vol. 3 No. 4 (2024): MARCH ]]>
Publisher : <![CDATA[RADJA PUBLIKA ]]>
Show Abstract
|
Download Original
|
Original Source
|
Check in Google Scholar
|
DOI: 10.54443/ijset.v3i4.399
<![CDATA[The rapid advancement of digital technology has led to the emergence of digital marketing as a fundamental aspect of the business world. It refers to a range of marketing strategies commonly employed by companies and other business entities nowadays to efficiently and economically promote their products. Employing digital technology in marketing is regarded as a more effective method for enhancing sales in companies or business entities. Sales are vital for ensuring the operational sustainability of the company, funding investments, and meeting financial obligations. Inadequate sales performance can subject a company to the peril of heightened credit risk and potential bankruptcy. This study utilizes a systematic literature review (SLR) approach to evaluate the efficacy of digital marketing strategies in improving sales. The researcher conducted a comprehensive analysis of 18 pertinent literature studies, scrutinizing them in relation to three specific research questions. The findings indicate that digital marketing has the potential to enhance sales for companies or business entities.]]>
<![CDATA[A LITERATURE STUDY ON THE DETERMINANTS OF BRAND IMAGE ]]>
<![CDATA[Tri Waluyo]]>;
<![CDATA[Resti Hardini]]>;
<![CDATA[Rahayu Lestari]]>;
<![CDATA[Kumba Digdowiseiso]]>;
<![CDATA[Olawole Olanre Fawehinmi]]>
<![CDATA[ International Journal of Social Science, Educational, Economics, Agriculture Research and Technology (IJSET) Vol. 3 No. 4 (2024): MARCH ]]>
Publisher : <![CDATA[RADJA PUBLIKA ]]>
Show Abstract
|
Download Original
|
Original Source
|
Check in Google Scholar
|
DOI: 10.54443/ijset.v3i4.400
<![CDATA[The objective of this study is to examine the factors that shape brand perception, with a specific emphasis on its impact on consumer buying intention. The study is grounded in the recognition that brand image plays a pivotal role in influencing consumer perceptions of products or services. This research employs the Systematic Literature Review (SLR) methodology to investigate the literature pertaining to brand image, encompassing factors such as product quality, endorser character, and digital presence. The results of SLR analysis indicate that brand image significantly impacts consumer purchase intention. The primary factors that determine this influence are product quality and the character of the endorser. The hypothesis test results indicate that brand image has a statistically significant and positive impact on purchase intention, as evidenced by a significant coefficient and a critical ratio (CR) value that surpasses the threshold. The analysis of the results encompasses practical implications for managers regarding marketing tactics that can enhance brand perception, particularly in relation to product excellence and the selection of an appropriate endorser persona. The research findings indicate that proficient comprehension and effective administration of brand image can serve as a pivotal factor in augmenting consumer purchasing inclination, fortifying brand-consumer associations, and bolstering enduring business prosperity.]]>
<![CDATA[THE IMPLEMENTATION OF GREEN MARKETING IN INDONESIA ]]>
<![CDATA[Rahayu Lestari]]>;
<![CDATA[Resti Hardini]]>;
<![CDATA[Melati]]>;
<![CDATA[Kumba Digdowiseiso]]>;
<![CDATA[ha Rofusila Abu Hasan]]>
<![CDATA[ International Journal of Social Science, Educational, Economics, Agriculture Research and Technology (IJSET) Vol. 3 No. 5 (2024): APRIL ]]>
Publisher : <![CDATA[RADJA PUBLIKA ]]>
Show Abstract
|
Download Original
|
Original Source
|
Check in Google Scholar
|
DOI: 10.54443/ijset.v3i5.405
<![CDATA[The purpose of this extensive literature review on the application of green marketing in Indonesia is to assess the advancements and difficulties associated with implementing sustainable marketing techniques. The background of the research emphasizes how companies are being encouraged to engage in environmentally friendly business practices and how environmental issues are becoming more widely known. Through the systematic identification and analysis of literature pertaining to the application of green marketing in Indonesia, the research methodology employs a Systematic Literature Review (SLR) approach. The study's findings show encouraging advancements in environmentally friendly business practices, such as modifications to supply chains and a focus on environmental values in advertising campaigns. Notwithstanding, certain obstacles persist, such as disparities in consumer comprehension and challenges in executing sustainable business strategies. The keys to success were found to be government and policy initiatives that support sustainability as well as business initiatives to raise consumer awareness. The research's discussion emphasizes Indonesia's potential for a constructive change in the direction of a more ethical and sustainable corporate culture. In summary, Indonesia's adoption of green marketing initiatives is indicative of a promising trend toward more ecologically friendly corporate practices. To overcome current obstacles and promote future advancements in Indonesia's adoption of green marketing, the government's assistance and consumer education are essential.]]>
