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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. 2 No. 1 (2024)" : 9 Documents clear
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.
Self-Efficacy of Live Streaming Hosts Influenced By Mindset Sefianmi, Detri; Sari, Rina; Mustika, Rika
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.v2i1.137

Abstract

Self-efficacy (Bandura, 1997) reflects the Host's belief in their ability to perform an activity. Furthermore, self-efficacy can influence the host's behavior when facing new challenges and situations. The level of individual self-efficacy is strongly influenced by the individual's ability to cope with the task. This condition is an indication of the form of mindset that affects the level of Host self-efficacy. According to Dweck (Rosyid, 2021), Mindset is the way a person views their ability to understand and face the world. A person's mindset can be seen from his attitude and behavior when responding to events or phenomena he experiences. Dweck (2015) suggests that there are two types of mindset, namely growth mindset and fixed mindset. This study uses quantitative research methods with an inductive approach. Respondents used were 402 Live Streaming Hosts. This research data collection uses a questionnaire distributed via google form. Based on the results of data analysis, it was found that there was a significant positive effect of fixed mindset and growth mindset on the self-efficacy of Live Streaming Hosts in the Kitty Live and Mico applications (R2 .019; sig<0.05 and R2 .020; sig<0.05). When Hosts have a growth mindset, it will increase their confidence in their abilities.
Transforming Arid and Semi-Arid Areas to be Food Secure: The Role of Small-Scale Irrigation Projects Kimwaki, Benedict Mutinda
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.v2i1.143

Abstract

The primary aim of this research was to evaluate the contribution of irrigation-based initiatives towards ensuring food security. The specific objectives encompassed assessing the role of labor within small-holder irrigation projects in bolstering food security, analyzing the impact of external donor assistance on food security outcomes within these projects, and appraising the extent of governmental backing for small-holder irrigation endeavors in the pursuit of food security goals. Employing a descriptive survey methodology, the study was conducted within various small-holder irrigation projects. The research population consisted of 1303 members affiliated with the irrigation schemes, alongside 12 agricultural officers. Utilizing a simple random sampling technique, two agricultural extension officers were selected from the irrigation schemes, while a stratified sampling approach identified 66 irrigation scheme members for participation in the study. Data collection primarily relied on the administration of questionnaires. Findings revealed that the majority of farmers predominantly relied on their labor or that of family members, with minimal utilization of hired labor observed in small-scale irrigation ventures. Consequently, labor scarcity emerged as a notable challenge within these projects. Furthermore, the study highlighted that a significant proportion of small-holder irrigation initiatives benefited from external donor support. To address labor shortages, the research suggested incentivizing specialized labor while recommending collaborative efforts among farmers to engage specialists in crop management, thereby enhancing crop productivity within the schemes.
Green Online Food Delivery In Tourist Destinations: Analysis of Tourists' Value on Attitude And Purchase Intentions Prawira, Aura Bulan Andhara; Giovanni, Elvia; Prawira, Mega Fitriani Adiwarna; Nugraha, Siti Yulia Irani; Widyastuti, Sri Utari
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.v2i1.146

Abstract

This study investigates the implementation of environmentally friendly online food delivery services in tourist destinations, aiming to align with the principles of sustainable tourism. The primary objective is to analyze how tourist values influence their attitudes and purchase intentions toward online food delivery in these destinations. A quantitative research method is employed, utilizing Structural Equation Modeling-Partial Least Squares (SEM-PLS) to assess the impact of customer value on attitudes and purchase intentions toward Green Online Food Delivery (Green OFD). The study sample comprises 120 tourists with prior experience using online food delivery services during their visits to tourist destinations. The results indicate that the availability of Green OFD, derived from environmentally friendly local products, significantly affects tourists' attitudes and purchase intentions, especially among those who are mindful of sustainability issues. Tourists demonstrate positive attitudes and purchase intentions when they recognize functional, emotional, social, and epistemic values, including the feeling of contributing to environmental conservation by opting for Green OFD. The findings offer theoretical and practical insights for advancing sustainable tourism destination development.
Miwiti Creative Space Semarang: Modern Business With Fundraising Capital (Crowdfunding) Irawan, Joseph Aldo; Pamungkas, Imang Dapit; Khotimah, Novi; Samsiah; Agustian, Adinda; Danurdara, Ananta Budhi; Sukmadi; Darmawan, Haryadi; Hapsari, Dian Indriana
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.v2i1.163

Abstract

The tourism business plays a significant role in economic income, with creative spaces emerging as a notable trend in the industry. The Ministry of Tourism and Creative Economy promotes these spaces to support creative economy entrepreneurs. One critical issue aspiring entrepreneurs face is securing capital, leading to the adoption of crowdfunding methods. Miwiti Creative Spaces, a pioneer in Semarang, has explored this fundraising method. This study investigates the application of crowdfunding methods in the contemporary tourism business. Employing a qualitative descriptive method supported by documentation, the research identifies various stages implemented by Miwiti Creative Spaces in applying crowdfunding to meet their needs. The findings indicate that crowdfunding can effectively address funding challenges for new entrepreneurs. Specifically, the study reveals that Miwiti Creative Spaces follows a structured approach, beginning with identifying potential projects suitable for crowdfunding. They then plan strategically to reach potential backers, leveraging social media and other digital platforms for outreach. The process involves continuous communication with supporters to build trust and maintain interest, ensuring transparency and accountability throughout the funding period. The study underscores that crowdfunding provides a financial solution and fosters community and engagement among supporters. This can enhance the visibility and reputation of new ventures. Consequently, the research concludes that crowdfunding is a viable and beneficial method for overcoming funding barriers in the creative economy sector. This insight is valuable for policymakers and entrepreneurs leveraging crowdfunding for business development.
The Fundamental Role of Brand Experience in Building Brand Loyalty Behind The Everlasting Success of Taylor Swift Ayuning Gitafitri, Betari; Kusumawati, Nurrani
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

Abstract

Even after eighteen years, Taylor Swift remains a major figure in the music industry, with her popularity extending to Indonesia. Booming Swiftie activities from karaoke parties, fun walks, to Eras Tour remakes have gained popularity, driven by her viral songs and TikTok trends. Indonesian Swifties eagerly invest time and money in Taylor Swift related events, from local fan gatherings to traveling abroad for her concerts. This research aims to explore how brand experience drives brand loyalty and examines the roles of brand experience, brand personality, brand satisfaction, and brand love in sustaining Taylor Swift's success in Indonesia. Using a judgmental sampling technique, a mixed-method approach was utilized, involving interviews with 11 respondents and surveys with 305 respondents from 16 regions in Indonesia. Coding with NVivo and PLS-SEM with SmartPLS were used to examine the data. The study identified several factors that support Taylor Swift’s ongoing success and exposure, emphasizing Swift’s exceptional brand experience, public persona, ability to comprehend market demand and fan expectations, emotional connection fostered with her fans, and the persistent quality of both her music and performances. The findings also showed that Taylor Swift’s brand loyalty is significantly and positively impacted by brand experience, brand satisfaction, and brand love. Brand experience significantly affects brand loyalty both directly and indirectly through brand personality, brand satisfaction, and brand love as the mediating variables. In addition, perceived quality is found to have a significant positive impact on brand satisfaction, and brand satisfaction has a significant positive impact on brand trust. These results provide artists and record labels in the music industry with valuable insights to improve their brand management strategy and enhance brand loyalty, therefore extending the artists’ longevity. This study also adds to the knowledge of brand management in marketing, specifically in the music industry.
The Influence of Visual Attributes in Packaging Design on Generation Z's Dessert Snack Purchasing Decision Belliza, Azka; Kusumawati, Nurrani
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.v2i1.175

Abstract

This research explores the influence of packaging design on the purchasing decisions of Generation Z consumers, focusing on dessert snack products. The primary objective of this study is to evaluate the extent to which each visual element of a product's packaging influences the purchasing decisions of Generation Z consumers. A further aim is to identify specific preferences for each visual element in food packaging design that Generation Z. favors. In order to achieve these objectives, a mixed-methods approach was employed, combining quantitative surveys with 422 respondents and qualitative interviews with 12 participants, all from Generation Z. The results reveal that visual appeal significantly influences purchasing decisions, primarily through the mediating variable of perceived quality. Individual elements such as appealing color combinations and unique typography enhance perceived quality, driving purchasing decisions. Illustrations on the packaging also significantly impact purchase decisions. The choice of packaging material, especially eco-friendly options, positively affects perceived quality, while the shape and size of packaging influence perceptions of practicality and quality. While some visual elements, like product photography and shape, show small influences and do not directly influence purchase decisions, they contribute to the packaging's overall attractiveness and perceived quality. These findings suggest that effective packaging design tailored to the visual preferences of Generation Z can enhance the marketability of dessert snack products. However, the study has limitations, including its focus on a specific product category and demographic group, which may not generalize to other contexts. Future research could explore the influence of packaging design on different consumer groups and product categories. The study provides insights for marketers and designers aiming to capture the attention of Generation Z consumers through strategic packaging design.
Marketing Communication Strategy on Instagram of Asa Cerra's Probiotic Drink Maulana, Evinka Aisha; Wulansari, Amilia
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.v2i1.200

Abstract

The growth of Indonesia's probiotic, health, and wellness industry has compelled companies in this sector to adopt effective marketing communication strategies to address customer needs and preferences. Companies are increasingly promoting the value of their products by highlighting their benefits and ingredients. Asa Cerra, a new company preparing to launch its probiotic product "Nata de Whey," recognizes the importance of understanding the customer profile to effectively tailor its value proposition and marketing strategies. This research aims to identify the characteristics of Asa Cerra's target customers, employing the AIDA Marketing Funnel framework. The research includes an internal analysis of Asa Cerra's capabilities and resources and an external analysis using PESTLE and Porter's Five Forces frameworks. It also involves assessing customer insights and competitive dynamics. Qualitative research is conducted through in-depth interviews with 7 Asa Cerra customers, one probiotic expert, and one marketing expert. The findings indicate that Asa Cerra's customers are health-conscious and well-informed about probiotics. They seek information from various sources, including scientific journals, social media, experts, and personal networks. They also maintain an open-minded approach to new developments. Asa Cerra will implement a multi-faceted marketing strategy to engage effectively with these customers. This includes raising awareness through Instagram content and campaigns that promote the benefits of probiotics and "Nata de Whey," generating interest by sharing product details and testimonials, building desire by highlighting unique benefits, pricing, availability, and community aspects, and driving action with a seamless e-commerce platform and excellent after-sales service. This comprehensive approach will ensure that Asa Cerra's marketing communication strategy aligns with customer expectations and supports successful product adoption.
The Influence of Product Quality and Product Attributes on Purchase Intention of Powdered Breast Milk Service Mediated by Belief Systems Razan, Muhammad; Nuraeni, Shimaditya
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.v2i1.215

Abstract

This study explores the impact of product quality, product attributes, and belief systems on purchasing intentions for Mengasihi breast milk powder manufacturing services. The research utilized an online survey to gather data from 284 mothers residing in the Greater Bandung and Jabodetabek regions. Participants were selected based on their familiarity with powdered breast milk and their status as parents. The data was analyzed using Path Analysis to understand the relationships between the variables. The findings demonstrate that both the quality and attributes of powdered breast milk products significantly influence consumer purchasing intentions. These effects are observed both directly and indirectly through the mediation of consumer belief systems. Specifically, product quality and attributes positively affect purchasing intentions by enhancing perceived value and satisfaction. However, the belief system was found to have the most substantial impact on purchasing intentions. This suggests that consumers' pre-existing beliefs and values play a crucial role in shaping their decisions regarding breast milk powder. The study highlights the importance of understanding consumer belief systems in the context of marketing strategies. For Mengasihi, these insights suggest that improving product quality and clearly communicating product attributes can enhance consumer perceptions and intentions. Additionally, addressing and aligning with consumer belief systems is essential for building trust and increasing brand loyalty. By focusing on these areas, Mengasihi can develop more effective marketing strategies to enhance consumer awareness and strengthen its market position.

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