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All Journal Journal of Business and Management Journal of Innovation, Business and Entrepreneurship Journal of Consumer Study and Applied Marketing Mandalika Journal of Business and Management Studies Journal Integration of Management Studies Journal of Innovation in Teaching and Instructional Media
Fitri Aprilianty
School of Business and Management, Institute of Technology Bandung, Indonesia
Decision Sciences, Operations Research & Management Education Languange, Linguistic, Communication & Media Mathematics Social Sciences Other

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Journal : Journal of Consumer Study and Applied Marketing

 1 
Developing Marketing Strategy for Used Car Business Post Pandemic: Case Study of Mobil88 Semarang Kwan, Vincent; Aprilianty, Fitri
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.v1i1.42

Abstract

The used car industry has a fairly good market in Indonesia. 2020 the used car market collapsed due to Covid-19 but began recovering in 2021. Unfortunately, Mobil88 Semarang did not experience this sales surge, instead seeing a 42% sales loss in 2021. The main problem is the ineffectiveness of Mobil88 Semarang's marketing strategy, which results in low brand awareness and market penetration. Therefore, this research aims to develop a creative, effective, and competitive marketing strategy for developing Mobil88 Semarang. This study included external and internal analysis, which will be summarized in the SWOT analysis. This study will employ both qualitative and quantitative research methods. The qualitative approach is utilized to collect in-depth data by interviewing the head of the Mobil88 Semarang branch, existing customers, and potential customers of Mobil88 Semarang. The data obtained from qualitative methods were analyzed using open coding. In addition, a quantitative approach using a questionnaire is applied in this study to validate several concerns. Creating a buyer persona, leveraging social media platforms, and developing cashback programs are among the recommendations for Mobil88 Semarang to solve the company's main issues.
The Effects Of Fan Activity And Views On Purchase Decision In The Genshin Impact Fanwork Market: a Literature Synthesis Nathania, Gabriella Callista Firsty; Aprilianty, Fitri
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.v1i1.45

Abstract

Since the beginning of the industry, role-playing games (RPGs) have been among the most widely played game categories. As one of the worldwide top-grossing role-playing games in 2022, Genshin Impact is currently the 4th most popular game In Indonesia. With this popularity, many commercialized Genshin Impact fanworks circulated daily in the fan community, more popularly known as fandom. However, not all fanworks are accepted in the fandom and are considered "problematic works." Therefore, this research aims to know what factors support the purchase decision of Genshin Impact fanworks in Indonesia and the impact of negative factors of Genshin Impact fanworks on the purchase decision of Indonesian Genshin Impact fans. The findings of this study are expected to be of help to Genshin Impact fan workers in Indonesia.
Developing Effective Marketing Strategies for Herviolet After COVID-19 Pandemic: A Case Study of Herviolet Soempeno, Rio Dzaki; Aprilianty, Fitri
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.v1i2.70

Abstract

The recent COVID-19 pandemic has limited many ethnic modern-style fashion brand’s selling and promotional activities to almost a halt. Their previous main source of income and publicity through national conventions and exhibitions, became unavailable due to pandemic policies and restrictions. These brands must now find a way to capitalize the usage of digital marketing as a way to promote and sell their product. Herviolet is one of the ethnic modern brands that were affected, and are struggling with their marketing efforts due to an ineffective marketing strategy. As stated by Herviolet’s owner, the company does not have a marketing department, goal, nor strategy. Therefore, this research is designed to create solutions towards Herviolet’s marketing strategy problems that will help them increase their brand awareness and product knowledge. An internal and external analysis will be conducted, with the latter using PESTEL and Porter’s Five Forces Analysis, and will be summarized with a SWOT Analysis. A qualitative methodology will also be conducted, using semi-structured interviews towards Herviolet’s owner and two regular customers, where the interview results will be analyzed using open coding. A monthly social media performance analysis will also be conducted, where the account insights, data, and performance will be analyzed to give an image of Herviolet’s current social media performance. From this research, 3 solutions were developed for Herviolet in order to improve their marketing strategy, brand awareness, and product knowledge.
The Influence of Customers' Trust To Permission E-mail Marketing Acceptance And Purchase Intention of Online Paid Course Salwa Qotrunnada; Aprilianty, Fitri
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.v2i1.116

Abstract

The world of education in Indonesia has developed along with technological advances and the use of the Internet, particularly during the pandemic, that make remote learning feasible. Alongside formal education, the demand for skill education has surged, creating an attractive market for online paid course players to penetrate, like MySkill. MySkill adopts various advertising strategies to promote its services, mainly email marketing. However, email marketing does not significantly influence customers' purchase intention of MySkill services. Therefore, this research intends to test the effect of customers' trust on permission email marketing and its subsequent influence on purchase intention. This research utilizes a quantitative approach by online survey and uses descriptive statistics and PLS-SEM to analyze the survey result. The results revealed that customers' trust significantly influences permission email marketing acceptance and purchase intention. Permission email marketing positively affects perceived usefulness and ease of use, increasing customer purchase intention. However, the relationship between perceived ease of use and purchase intention was not statistically significant. These findings are expected to give insight into developing better strategies for purchase intention in the educational technology industry or related industries.
Co-Authors Bailey, Bernard Diandra, Patricia Fadhillah, Rezzy Azizah Fathiha, Zhalysha Yoanda Khodiyat, Andre Kwan, Vincent Maharani, Khansa Markandya, Almira Nathania, Gabriella Callista Firsty Nooryawan, Muhammad Naafi Nur Yanto, Ananda Pranoto, Bagus Unggul Qaistira, Navissa Ulfath Qori, Chubbiansyah Rasuani, Mirna Rasun, Gerald Kristianto Rasyidah, Avi Rayhana Resty Nabila, Regina Riady, Reyhan Salwa Qotrunnada Soempeno, Rio Dzaki Susmita, Isna Thalia, Rachel Widyaviriya, Avian Marques