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INDONESIA
Journal of Consumer Sciences
Published by Department Family and Consumer Sciences
ISSN : -     EISSN : 24608963     DOI : -
Core Subject : Education,
Education
Journal of Consumer Sciences (JCS) focuses on the studies of consumer behavior and family economics. Research findings are expected to provide implication for business community and organizations, public policy, consumer education, consumer empowerment, community, non-government organization programs and activities to enhance the well-being of consumers, families, and communities. JCS has been Accredited by the Ministry of Research, Technology and Higher Education Number 21/E/KPT/2018. JCS is a scientific journal published twice a year (February and August) by Department of Family and Consumer Sciences, Faculty of Human Ecology, Bogor Agricultural University (IPB) and Association of Indonesian Family and Consumer Sciences (ASIKKI).
Arjuna Subject : -
Articles 112 Documents
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The Effect of Advertisement, Word of Mouth, and Brand Awareness towards Buying Decision on "Ruang Guru Apps" in SMU Negeri XYZ Surakarta Itasari, Andri Astuti; Hastuti, Nurnawati Hindra
Journal of Consumer Sciences Vol. 8 No. 2 (2023): Journal of Consumer Sciences
Publisher : Department of Family and Consumer Sciences, Faculty of Human Ecology, IPB University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29244/jcs.8.2.155-169

Abstract

Besides studying at school, online tutoring is a non-formal method of education delivery. One online tutoring is Ruang Guru's app, and it is still among competitors such as Zenius, tutoring conventional, and others. This research focuses on Ruang Guru's apps, which have always existed among students in Surakarta until now. This research uses descriptive quantitative. This research analyzes advertisements, word of mouth, and brand awareness toward buying Decision on Ruang Guru apps for students. The population is all SMU Negeri XYZ Surakarta students, with a total of 1.191 students, and about 100 students were selected as the respondent through a random sampling technique. Data collection techniques using questionnaires as primary data and documents from journals and books as secondary data. Data were analyzed using the Structural Equation Modelling - Partial Least Square (PLS). This research shows that advertisement and word of mouth significantly positively affect brand awareness. In addition, advertisement, word of mouth, and brand awareness positively affect buying decisions. Furthermore, advertisement and word of mouth significantly affect buying decisions through brand awareness. Therefore, it is suggested that companies continue to increase word-of-mouth promotions and advertisements related to consumer behavior in purchasing decisions.
How to Ensure Consumer Safety for Unbranded Refill Drinking Water Depots? Anggraini, Anna Maria Tri
Journal of Consumer Sciences Vol. 8 No. 2 (2023): Journal of Consumer Sciences
Publisher : Department of Family and Consumer Sciences, Faculty of Human Ecology, IPB University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29244/jcs.8.2.111-123

Abstract

Drinking water is water that has been processed to meet health standard regulations. However, some water can be consumed directly without several processes if it meets health safety requirements. This research aims to ensure the safety, health, and hygiene of unbranded refilled drinking water by looking at the quality of the drinking water content following SNI (Indonesian National Standard) standards and providing recommendations to the government to protect consumers of unbranded drinking water. This research applied qualitative methods through data collection techniques Focus Group Discussion (FGD), literature studies, and field observations in Semarang and Balikpapan. This study found that some refilled drinking water depots violated applicable safety regulations. However, no legal sanctions were applied for the business actors who violated it, and no regional regulations or Mayer Regulations regulate the unbranded refilled drinking water. Therefore, efforts need to be made to foster actors, educate consumers to be smart in choosing drinking water, and the establishment of implementing regulations from the Regulation of the Minister of Health Number 492 of 2010 in supervising business actors from this research is expected to be an effort to increase consumer protection in Indonesia.
The Instagram Effect on Tourist Destination Choices: Unveiling Key Attraction Elements Ismarizal, Beni; Kusumah, Ahmad Hudaiby Galih
Journal of Consumer Sciences Vol. 8 No. 2 (2023): Journal of Consumer Sciences
Publisher : Department of Family and Consumer Sciences, Faculty of Human Ecology, IPB University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29244/jcs.8.2.124-137

Abstract

Social media is a significant communication tool in the tourism industry because it can reach a wide audience, interact directly, and is very effective in promoting tourist destinations and building close relationships between tourism businesses and tourists. Nonetheless, the role of social media in tourists' decision-making to visit a tourist destination is still not fully understood. Therefore, this study aims to understand what elements of Instagram content can make tourists decide to visit a tourist destination. Data collection was carried out using in-depth interviews with 20 domestic tourists. The analytical technique used to achieve the research objectives consisted of two steps, namely thematic analysis and followed by qualitative descriptive analysis. Based on the results of this study showed to be that Instagram content can trigger Generation Y and Z tourists' decisions to visit tourist destinations. Interesting Instagram content in terms of color, captions, and other people's comments can be one of the factors that attract tourists to visit tourist destinations. Overall, the research presents valuable insights for social media stakeholders and marketers in the tourism industry to optimize their content strategy and effectively target and engage Generation Y and Z tourists. However, it should be noted that these studies may have limitations in the scope and population studied, so further research is needed to deepen and expand our understanding of how Instagram affects Y and Z-generation travel decisions.
“Go Healthy”: Diet Catering for Obese Consumers with a Consumer Discovery Approach Putri, Nadya Yona Eka; Retnaningsih, Retnaningsih; Taryana, Asep
Journal of Consumer Sciences Vol. 8 No. 2 (2023): Journal of Consumer Sciences
Publisher : Department of Family and Consumer Sciences, Faculty of Human Ecology, IPB University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29244/jcs.8.2.138-154

Abstract

The main health problem in the adult age group in Indonesia is obesity, which is closely related to diet. The purpose of this research is to design a verified business model for "Go Healthy" catering. This research uses a consumer discovery approach and a descriptive research design. Data collection was carried out by purposive sampling in the Jabodetabek area. The research respondents were 50 people aged 19-24 years who were interested in diet programs. Data were collected by filling out online questionnaires and in-depth interviews. Based on the results of the research, the problems found in this study are irregular diets, poor food quality, and nutritional deficits. These problems became the basis for the formation of the "Go Healthy" catering prototype. The "Go Healthy" catering prototype is a menu arrangement for 15 days with the value offered including menu customization, menu composition info with nutritional content, and affordable prices. The business is ffered through online and offline outlet channels and through resellers. The business revenue comes from a subscription system.
Self–Brand Connection and the Decision to Purchase Counterfeit and Original Luxury Brands in Tanzania Pacho, Frida Thomas
Journal of Consumer Sciences Vol. 8 No. 2 (2023): Journal of Consumer Sciences
Publisher : Department of Family and Consumer Sciences, Faculty of Human Ecology, IPB University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29244/jcs.8.2.93-110

Abstract

The research employed the method of Perceived Counterfeit Detection (PCD) to determine the significance of individuals' considerations in determining their decision to purchase original luxury brands. The study explored the relationship between self-brand connection and the purchase of counterfeit luxury brands, and also, evaluated the influence of economic benefits. The research was conducted through a survey of prospective luxury goods consumers, both original and counterfeit, in six malls located in two cities using a questionnaire. A sample of 930 participants was used, and the hypotheses were tested using a structural equation model. The findings indicate that an individual's self-concept might play a role in deciding whether to purchase an original or counterfeit luxury brand. It is noteworthy that the Perceived Counterfeit Detection completely influenced the relationship between self-brand connection and the decision to buy an original luxury brand. Furthermore, the study discovered that economic advantages intensified the inclination of consumers to buy counterfeit products in emerging economies. This contributes to the Social Identity Theory, suggesting that in scenarios heavily influenced by personal development, social pressure from one's social group might override individual moral considerations such as self-brand connection. The findings of this study hold considerable importance for managers and marketers as they enhance their comprehension of the influential role that individuals play in influencing the purchase of luxury brands. Marketing strategies need to consider the influence of family and social groups on buying choices, and advertisements should be customized accordingly.
Evaluating The Consumer Preference of UHT Ultra Milk Flavor: Evidence from Generation Z Consumers Santoso, Fellicia Etano; Prastiwi, Wahyu Dyah; Mukson, Mukson
Journal of Consumer Sciences Vol. 8 No. 2 (2023): Journal of Consumer Sciences
Publisher : Department of Family and Consumer Sciences, Faculty of Human Ecology, IPB University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29244/jcs.8.2.170-186

Abstract

The existence of different characteristics in each generation encourage producers to stay updated on consumer preferences. This study aimed to analyze the characteristics and preferences of Generation Z consumers for UHT Ultra Milk Flavor. The research was conducted in August – November 2022 using a case study. The sampling method was a purposive sampling of 150 respondents, aged 18-22 years who had consumed Ultra Milk Flavor and purchased at least once in the last week, with pocket money. Data was collected online using Google Forms and then analyzed by descriptive analysis and conjoint analysis. The results showed that Generation Z consumers were dominated by women and the majority of students aged 20 years, with income levels ranging from >IDR 500.000 to IDR 1.000.000, and aware of drinking milk. The type of milk consumed the most is UHT milk with a frequency of purchase of once a week at a minimarket, and is familiar with the use of social media. Overall, the preference for UHT Ultra Milk Flavor is chocolate with 250 ml packaging, price of ≤IDR 5.000 with the most prioritized taste attribute. These findings suggest that milk producers can maintain, improve, and innovate flavors.
Service Quality and Trust as Predictors of Online Purchasing Decisions Mediated by Perceived Risk Sutisna, Sutisna; Saefullah, Mochamad; Juwita, Juwita
Journal of Consumer Sciences Vol. 8 No. 2 (2023): Journal of Consumer Sciences
Publisher : Department of Family and Consumer Sciences, Faculty of Human Ecology, IPB University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29244/jcs.8.2.187-203

Abstract

Online purchasing decision-making is currently faced with a lack of trust from consumers as a result of the inability of marketers to deliver services satisfactorily, which results in the emergence of risk perceptions in purchases. This study aimed to determine how the effect of seller service quality and consumer confidence on perceived risk and how they influence purchasing decisions. Another goal is to determine the role of perceived risk as an intervening variable. The design of this study was a cross-sectional survey of respondents in the city of Serang and its surroundings. The sampling technique used is purposive sampling. The survey used the Google form with a total of 129 respondents. The analysis method uses descriptive and inferential statistics and SMART PLS software is used for data processing. The results showed a significant negative effect of service quality on perceived risk and a significant negative effect of perceived risk on online purchasing decisions. Perceived risk is an intervening variable from consumer confidence to online purchasing decisions. Online purchasing can be enhanced by increasing trust and service and reducing perceived risk.
The Determinants of Purchase Intention Halal Products: The Moderating Role of Religiosity Nora, Liza; Sriminarti, Nurul
Journal of Consumer Sciences Vol. 8 No. 2 (2023): Journal of Consumer Sciences
Publisher : Department of Family and Consumer Sciences, Faculty of Human Ecology, IPB University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29244/jcs.8.2.220-233

Abstract

Halal marketing is an important concept for marketers doing business in Muslim-majority countries. To predict consumer behavior toward halal products, the Theory of Reasoned Action (TRA) explains the two components of the formation of purchase intentions, namely attitude and subjective norms. Consumer concern for the lawfulness of a product is also influenced by a person's level of religiosity. This study aims to empirically test the ability of religiosity as a moderator that affects attitudes, and subjective norms on purchase intentions. This study applied a quantitative design. One hundred and ninety respondents in Indonesia were collected through random sampling. Data were collected through an online questionnaire using Google Forms and analyzed by Structural Equation Modelling (SEM). This study explains that subjective attitudes and norms have a positive and significant effect on purchase intentions. Religiosity as a moderator is able to influence subjective attitudes and norms on purchase intentions. The results of this study provide information that halal products are unique because they have spiritual elements. In this regard, marketers must remember that Muslim consumers exercise additional vigilance to ensure that the product fulfills not only functional needs but also spiritual needs.
MSME Performance: Financial Information System, Work Productivity, and E-commerce Adiningrat, Andi Arifwangsa; Idrawahyuni, Idrawahyuni; Rustan, Rustan; Ruhayu, Yuyu
Journal of Consumer Sciences Vol. 8 No. 2 (2023): Journal of Consumer Sciences
Publisher : Department of Family and Consumer Sciences, Faculty of Human Ecology, IPB University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29244/jcs.8.2.204-219

Abstract

This study aims to identify and analyze financial information systems, work productivity, and e-commerce on the performance of MSMEs. The approach in this study used a qualitative approach. The sources of informants were seven SMEs in the fields of food and clothing in Makassar City. Data collection techniques were carried out by interviewing informants and literature studies. The steps for the analysis technique used were data reduction, data presentation, and conclusion. The study results show that work productivity and e-commerce effectively support MSME activities to improve MSME performance. At the same time, the financial information system has not been implemented optimally, so MSME performance has not increased optimally. Some MSMEs have done computerized financial bookkeeping, but some MSMEs still do financial bookkeeping manually due to a lack of managerial knowledge and skills. The implications of this research are very important to help MSMEs identify opportunities and challenges by having a good financial information system that can optimize financial management, good productivity, and utilize e-commerce in their business.
How Does the Implementation of Social Entrepreneurship Business-to-Business Marketing Strategy? Retnaningsih, Retnaningsih; Yuridis, Melani Sukma; Dewi, Febriantina
Journal of Consumer Sciences Vol. 8 No. 3 (2023): Journal of Consumer Sciences
Publisher : Department of Family and Consumer Sciences, Faculty of Human Ecology, IPB University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29244/jcs.8.3.318-339

Abstract

XYZ as a social entrepreneur in Bogor, produces handicrafts from newspapers to raise public awareness of environmental and social issues. This study aims to identify the marketing mix applied by XYZ, analyze customer perceptions of the marketing mix, and formulate recommendations for XYZ's marketing mix 4.0 to increase demand for newspaper craft products. Convenience sampling was used, and descriptive data analysis was performed. The respondents included three internal company representatives, 13 customers, and 12 prospective customers. According to the research findings, XYZ successfully implemented a 4P marketing mix strategy that covered product, price, place/distribution, and promotion. XYZ's marketing strategy in these areas has been rated highly in the excellent category of product (100%), price (85%), place/distribution (77%), and promotion (92%). However, the research also suggests that a company could enhance its marketing tactics by adopting the 4C marketing mix (co-creation, currency, communal activation, and conversation) based on insights gathered from customers and potential customers to better cater to the market's needs.

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