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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 44 Documents
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The Impact of Mixue's Halal Announcement on Company's Brand Reputation: a Naive Bayes Sentiment Analysis Approach Tandiawan, Gilbert; Wasesa, Meditya
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.v1i1.77

Abstract

With the rise of beverage and ice cream market entry through franchising, Halal certification is more concerned than ever, especially in a country where Muslims take a huge percentage of the whole populations, like Indonesia. The hinderance of business operation could potentially occur if customers felt dissatisfied and unwelcome toward the market entry, that had not had Halal certification, ultimately affecting the brand reputation based on customer satisfaction above all. Hence, this research aims to find out whether Halal Announcement can turn a brand into having a better brand reputation, by analyzing comments retrieved through Instagram, as well as to evaluate the prediction model of Naïve Bayes by using TF-IDF machine learning classification. The data for this research was separated into two posts, which have 3861 and 3128 unfiltered comments for occurrences before and after Halal Announcement respectively. These comments then are processed to validate that the company was able to rebound the positive sentiments after the Halal Announcement, in which the hypothesis was accepted. Furthermore, the developed Naïve Bayes model is evaluated on the After Halal Announcement dataset, achieving an average accuracy of 65.99%, showing that model is able to predict the sentiment quite fair with several key takeaways that are noted.
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.
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.

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