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All Journal Journal of Mandalika Social Science Mandalika Journal of Business and Management Studies Asian Journal of Multidisciplinary Research
Nuresa, Difa
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Humanities Decision Sciences, Operations Research & Management Electrical & Electronics Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Materials Science & Nanotechnology Public Health Social Sciences Other

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The psychology of color in business branding: how color influences purchasing decisions Nuresa, Difa
Asian Journal of Multidisciplinary Research Vol. 2 No. 2 (2025): Asian Journal of Multidisciplinary Research
Publisher : Jujurnal Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59613/p2bbr485

Abstract

Color is a visual element that has a significant psychological impact on consumer purchase decisions. Color psychology in business branding plays a role in building brand identity, creating emotional associations, and increasing product appeal in the market. Various studies show that color has an influence on consumer perceptions, emotions, and behavior, so the choice of color in marketing strategies can determine the success of a brand. However, while many companies have adopted color-based strategies, there is still a gap in understanding how certain color combinations can affect customer loyalty and market preferences in the long run. This study aims to analyze the role of color psychology in business branding and its impact on consumer purchasing decisions. The method used in this study is a literature study with a qualitative approach, in which various academic sources, such as scientific journals and research reports in the last five years, are systematically reviewed to identify patterns and trends relevant to this topic. The results of the study show that color in branding not only affects visual appeal but also forms a deep emotional impression on consumers. The color red, for example, is often associated with energy and urgency, while the color blue reflects professionalism and trust. In addition, cultural and demographic factors also affect consumer perception of certain colors. Therefore, companies need to understand color psychology in more depth to design effective branding strategies and increase competitiveness in the market.
Changing Generation Z Consumption Patterns and Their Implications for Global Marketing Strategies Nuresa, Difa
Mandalika Journal of Business and Management Studies Vol 1 No 2 (2023): Mandalika Journal of Business and Management Studies
Publisher : Mandalika Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59613/mjbms.v1i2.234

Abstract

The development of digital technology has driven a major transformation in the consumption behavior of Generation Z, the generation born between 1997 and 2012 and known as digital natives. They show a preference for products that reflect personal values ​​such as sustainability, ethics, and authenticity, and are highly influenced by social media, online reviews, and digital campaigns. This dynamic consumption pattern presents new challenges as well as great opportunities for global companies to adjust their marketing strategies. This study aims to examine the changes in Generation Z's consumption patterns and analyze their implications for the formulation of global marketing strategies. Using a qualitative approach with a literature study method, this study collected and reviewed more than 30 relevant scientific articles, which were then selected into 10 main sources based on quality criteria and thematic relevance. The results of the study show that Generation Z is very responsive to creative, interactive, and emotional digital content. Factors such as influencers, endorsements, digital promotions, and sustainability and inclusivity values ​​have a major influence on their decision-making process. These findings emphasize the importance of adaptive, personalized, and value-based marketing strategies. The study concludes that companies that want to successfully reach Generation Z globally need to integrate a values-based approach, digital technology, and social sustainability into their overall marketing strategy.
Ketika Like dan Share Menjadi Mata Uang Sosial di Era Digital Nuresa, Difa
Journal of Mandalika Social Science Vol 3 No 1 (2025): Journal of Mandalika Social Science
Publisher : Mandalika Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59613/jomss.v3i1.258

Abstract

Di era digital, media sosial telah bertransformasi menjadi arena sosial tempat status dan pengaruh individu ditentukan melalui interaksi simbolik seperti "like" dan "share". Fenomena ini menunjukkan bahwa tindakan sederhana tersebut telah beralih fungsi menjadi mata uang sosial yang memiliki nilai dalam membentuk identitas, status, dan relasi kekuasaan di ruang daring. Penelitian ini bertujuan untuk menganalisis bagaimana “like” dan “share” beroperasi sebagai kapital simbolik dan sosial dalam masyarakat digital serta bagaimana mereka berkontribusi dalam pembentukan status sosial dan identitas pengguna media sosial. Menggunakan pendekatan kualitatif jenis studi literatur, data dikumpulkan melalui penelaahan pustaka dari berbagai jurnal ilmiah, buku akademik, dan laporan riset terkait fenomena interaksi digital. Data dianalisis menggunakan teknik analisis isi kualitatif untuk menggali makna simbolik di balik aktivitas digital tersebut. Hasil penelitian menunjukkan bahwa “like” dan “share” bukan sekadar fitur teknis, melainkan bentuk validasi sosial yang mencerminkan pengakuan, solidaritas, dan kekuasaan simbolik. Kedua elemen ini memainkan peran penting dalam ekonomi perhatian, di mana individu bersaing untuk memperoleh visibilitas dan pengaruh di ruang maya. Selain itu, penelitian ini menemukan bahwa status sosial di media sosial tidak bersifat tetap, melainkan dibentuk secara dinamis melalui keterlibatan pengguna dan dukungan algoritmik dari platform digital. Simpulan ini menegaskan bahwa dalam masyarakat digital, interaksi sosial telah mengalami desentralisasi, di mana nilai sosial diciptakan dan dipertukarkan melalui simbol-simbol digital.
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