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Journal of Consumer Study and Applied Marketing
Published by Integrasi Sains Media
ISSN : 29881404     EISSN : 29881404     DOI : 10.58229/jcsam
Core Subject : Social,
Social Sciences
Journal of Consumer Study and Applied Marketing (JCSAM) is an academic journal in the field of business published by Integrasi Sains Media, Indonesia. This journal intends to foster and stimulate the exchange of scholarly thought on applied business research issues among professionals and academics worldwide. JCSAM welcomes articles in consumer studies, marketing, and business; both applied and theoretical. Theoretpapersicles must link theory and essential and exciting business applications. The JCSAM is published annually in January, May, and September. It only accepts and reviews manuscripts that have not been published previously (in any language) and are not being reviewed for possible publication in other journals. This journal is an open-access journal that can be of essential reading for academic researchers and business professionals. Articles may include but are not limited to consumer behavior, social media marketing, marketing strategies, supply-chain management, pricing policy, tourism management, and small-medium business.
Arjuna Subject : Bisnis, Menejemen, dan Akutansi (semua kategori) - Pemasaran
Articles 9 Documents
 1 
Search results for , issue "Vol. 1 No. 2 (2023)" : 9 Documents clear
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.
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.
Evaluating the Effectiveness of Sports Sponsorship from Banking and Financial Services, Case Study: Badminton Pandandini, Afifah Khoirunnisah
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.v1i2.81

Abstract

Indonesia is known for its badminton success, yet its badminton and sports industry still has fundamental problems in its management, funding, and regulations impacting the athletes' performances. Whereas an athlete's performance is vital for the sponsors as it results in more exposure an athlete can expect to earn for the sponsors' visibility. Therefore, BNI's decision to sponsor the Indonesian badminton team is now arguable whether the company will benefit from this sponsorship deal. Previous research imposed the role of customer perceptions as the determinant of the sponsorship responses that implies the sports sponsorship effectiveness. Thus, the current research is meant to extend the understanding of sports sponsorship effectiveness, specifically from banking and financial institutions in the context of the Indonesian badminton team. The quantitative method through a questionnaire survey was chosen to conduct this research with a purposive sampling technique targeting the non-BNI users who are also the spectators of Indonesian international badminton tournaments in the last 2 years. The descriptive statistics and PLS-SEM were then utilized to analyze the 308 survey responses acquired. The results showed that consumers consider badminton events significant in Indonesia, although not for them. The sponsorship from BNI is also perceived as favorable and matches with the Indonesian badminton team. However, only some variables contribute positively to the sponsorship responses in brand awareness, corporate image, and purchase intention. To gain benefits from sports sponsorship, a company should attract the right target audience while showing real sincerity in sponsoring the sports property. Further research may be extended into other sports and locations of research to explain better the sports sponsorship effectiveness from consumers' perceptions.
The Business Plan of Beauty Brand XYZ: Moisturizer Product Farzanah, Nazifa; Rahmani Qastharin, Annisa
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.v1i2.88

Abstract

There is rapid growth in Indonesia’s beauty industry—the desire to be physically attractive influences many Indonesians to consume skincare products. Shifting shopping behaviors from offline to online are also developed due to COVID-19. Data shows that the beauty & care category has the largest market share in the FMCG category, and there is fierce competition. XYZ brand wants to take advantage of this situation by creating effective strategies. The purpose of this research is to create a business plan that can be applied by XYZ brand, so they have relevant plans and strategies to compete. This business plan is conducted by conducting company and market analysis, including external, internal and competitive, using primary and secondary data. It shows that XYZ brand has a strong position in product quality, value, and branding but still lags behind competitors in product diversification, market share and presence. XYZ brand will develop a new moisturizer product as diversification. Digital and offline channels will be used with 14 marketing tools to market and distribute the product. The moisturizer needs 3 months of preparation and will involve several vendors. This business plan needs Rp1.058.750.000 as the initial capital and is estimated to gain Rp8.969.268.000 in revenue with a net profit of 26.42% from July 2023 - May 2024. The payback period is estimated to be around 8.015 months, ROI is 2.24. The limitation is regarding the business identity that has already been set by XYZ brand, also limitation from historical and competitor’s data. The previous business plan of XYZ brand is irrelevant to the current condition because they have strengthened their business identity, which is only covered in this business plan. This research also focuses on current market conditions and strategies to survive the fierce competition.
The Effect of Overpackaging Solutions in E-Commerce Towards Consumer Preference Soedibyo, Abigail; Kusumawati, Nurrani
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.v1i2.89

Abstract

The emergence of e-commerce has transformed business models, consumer purchasing behavior, as well as consumer shopping experience. Despite offering many advantages, the rapid growth of e-commerce also brought challenges to the environment. In comparison to the traditional retail system, the logistic system of e-commerce involves more touch points. Due to this, products purchased from e-commerce require additional packaging material to protect products from harm and damages during the distribution process, which leads to the issue of overpackaging. Additionally, many researchers have suggested overpackaging solutions from the perspective of the government, e-commerce enterprises, and consumers. However, the effectiveness of those solutions are still unidentified. To close the gap that previous studies have not explored, this research is conducted to find recommendations for tackling the issue of overpackaging in e-commerce by examining the factors that influence consumer preferences towards e-commerce overpackaging solutions. In conducting the study, the researcher used a quantitative approach with purposive sampling by conducting an online survey to 400 e- commerce users from the age range of 17-26 years old (generation Z), domiciled in Bandung and Jabodetabek area, and have experienced overpackaging in e-commerce. The researcher uses descriptive, statistical, and PLS-SEM to analyze the survey result. The result indicates that Innovating Green Packaging Materials, The Establishment of a Recycling System, Government Policy, and Increasing Awareness Towards the Preservation of the Environment has a positive influence on Consumer Preference, The Establishment of a Recycling System and Consumer Preference is mediated by Government Policy and Increasing Awareness T owards the Preservation of the Environment, and Innovating Green Packaging Materials and Consumer Preference is mediated by Government Policy. The finding of this research will give insight and recommendations for the government, e-commerce enterprises, and consumers in tackling the issue of overpackaging in e-commerce.
The Role of Social Media Benefits in Affecting Purchase Intention to Reserve a Liveaboard Phinisi Trip in Labuan Bajo Rizkiyana, Raiza
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.v1i2.96

Abstract

Tourism has emerged as a key driver of economic growth, leading to a significant emphasis on maximizing consumption within the industry. Bali, as one of Indonesia's prominent tourism destinations, is renowned for its natural beauty and rich culture, attracting not only domestic travelers but also tourists from around the world. Recognizing the global popularity of Bali, the Indonesian Ministry of Tourism and Creative Economy launched the '10 Bali Baru' program, aiming to promote and enhance the appeal of ten other local tourist destinations to rival Bali's success. Among these destinations is Labuan Bajo, which offers tropical landscapes and a unique experience with Liveaboard Phinisi trips. This study focuses on bolstering the tourism industry in Labuan Bajo through social media marketing efforts that can attract tourism consumers' intention to book Liveaboard Phinisi tours. To achieve this, a quantitative approach was employed, gathering data from over 200 survey respondents in Indonesia and conducting data analysis using PLS-SEM. The research findings offer valuable marketing insights to increase purchase intention for domestic tourism products through effective social media marketing strategies.
The Impact of Product Description, Product Photo, Rating, and Review on Purchase Intention in E-commerce Mokobombang, Muhammad Ghiffary; Kusumawati, Nurrani
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.v1i2.100

Abstract

The Covid-19 pandemic in the last 3 years has strengthened E-commerce growth, making online shopping the new norm due to restricted offline activities. To aid buyers and sellers in conducting transactions in E-commerce, E-commerce platforms have introduced features like product descriptions, product photos, ratings, and reviews. These features have created a competitive landscape, benefiting sellers who can use them effectively. Nevertheless, many sellers still struggle to optimize these features and market their products effectively to buyers. Failure to optimize these features correctly restricts the marketing strategy's effectiveness and puts sellers at risk for unanticipated difficulties that may be prevented by determining the various effects of these features on customers’ purchase intentions. Therefore, this research aims to analyze the impact of product descriptions, product photos, and ratings & reviews on customers' purchase intention in E-commerce. A quantitative approach is used in this study, where the data is analyzed through descriptive statistics and PLS-SEM. The result of this study suggested that all three features of product description, product photo, and rating & review significantly and positively influence purchase intention in E-commerce. In addition, the author also found that moderation of perceived trust significantly affects product description and rating & review on purchase intention, while the moderation of perceived risk only significantly affects rating & review on purchase intention. The finding of this research is expected to give insights to E-commerce sellers on optimizing the features in E-commerce to increase the customers’ purchase intention.
Investigating the Determinants of Green Loyalty: Understanding Factors Influencing Customer Commitment to Sustainable Brands in Indonesia Journey Firdausy Arasyi; Kusumawati, Nurrani
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.v1i2.105

Abstract

In recent decades, the global emphasis on ecological sustainability and green marketing has revolutionized consumer preferences and behaviour. As businesses strive to meet the growing demand for eco-friendly products and services, understanding and assessing customer green loyalty have become pivotal objectives for sustained success. This research investigates the determinants of customers' green loyalty towards environmentally conscious goods and/or services. To achieve this objective, a quantitative analysis approach was adopted. A questionnaire-based survey was conducted using Google Forms, targeting 238 respondents. The collected data was subjected to descriptive statistics and partial least squares structural equation modelling (PLS-SEM) for comprehensive analysis. The findings of this study underscore the significant influence of two crucial factors - green trust and green image - on customers' green loyalty. The positive relationship between green trust and green loyalty highlights the importance of establishing trust in eco-friendly brands. Additionally, the positive impact of green image signifies the role of a brand's environmental reputation in fostering customer loyalty. These insights hold paramount importance for both theory and practice, shedding light on customers' loyalty patterns towards green brands in Indonesia. As businesses navigate the dynamic landscape of sustainability-driven consumer preferences, this research can guide strategic marketing efforts and promote eco-friendly practices to attract and retain loyal customers.

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