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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 51 Documents
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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.
Moderating Factors Affecting Brand Loyalty In Boycotts of Israel-Affiliated Brands Nurdiani, Anggi
Journal of Consumer Studies and Applied Marketing Vol. 2 No. 2 (2024)
Publisher : Integrasi Sains Media

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58229/jcsam.v2i2.162

Abstract

This study explores how brand loyalty influences Indonesians' decisions to boycott brands associated with Israel following a significant event in October 2023 that renewed global attention on the Palestine-Israel conflict. Employing a mixed-method approach, the research integrated qualitative interviews and quantitative surveys with 546 respondents, analyzed through Partial Least Squares Structural Equation Modeling (PLS-SEM). The results reveal that brand loyalty significantly negatively affects boycott behavior, indicating that consumers with high brand loyalty are less likely to engage in boycotts. However, perceived efficacy notably moderates this relationship, as those who believe their boycott actions are effective are more likely to participate in boycotts despite their brand loyalty. In contrast, animosity, subjective norms, and counter-arguments do not significantly impact the connection between brand loyalty and boycott intentions. These findings underscore the intricate interplay between brand loyalty and consumer activism, providing valuable insights for brands addressing ethical dilemmas. To navigate political and social issues effectively, brands should strive for neutrality and uphold ethical practices to mitigate the influence of such issues on consumer behavior.
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.
Exploring Customer Preference to Develop an Effective Customer Relationship Management Strategy: A Case Study of Comvee, an Adaptive-Clothing Brand Trahutama, Frederika Amelia
Journal of Consumer Studies and Applied Marketing Vol. 2 No. 2 (2024)
Publisher : Integrasi Sains Media

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58229/jcsam.v2i2.201

Abstract

Comvee is a clothing brand specializing in adaptive apparel that facilitates easy and quick dressing for individuals with high mobility needs. This research aims to identify Comvee's customer preferences, explore how Comvee's Customer Relationship Management (CRM) correlates with these preferences, and provide recommendations for aligning CRM strategies with customer preferences. The study examines three dimensions of customer preference: Product Perception, Price Perception, and Promotion Perception. For CRM, the dimensions are Customer Attraction, Value Delivered to Customers, and Customer Engagement. A quantitative approach was used, with data collected via an online survey distributed to 115 respondents who follow Comvee on Instagram and TikTok. Descriptive Analysis, Spearman's Correlation Analysis, and Cross-tabulation Analysis were employed to assess the relationships between variables. The results indicate a strong positive correlation between Customer Preference and CRM, with a correlation coefficient of 0.815. Customers preferred effective promotional communication, clear product value and benefits, products meeting their needs, and prices aligning with their tolerance. Recommendations for enhancing Comvee's CRM include optimizing social media engagement tailored to the target audience, focusing on the 25-34 age group, strengthening offline presence and community building, and emphasizing product functionality, benefits, and value in promotions.
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.
Redefining General Public Segment In Kustomfest: A Research On Visitor Motives In Attending A Kustom Kulture Festival Wahyudi, Muhammad Emir Alhafeez; Dellyana, Dina
Journal of Consumer Studies and Applied Marketing Vol. 2 No. 2 (2024)
Publisher : Integrasi Sains Media

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58229/jcsam.v2i2.216

Abstract

The Indonesian creative economy has experienced significant growth, with creative tourism emerging as a prominent driver. This study centers on Kustomfest, the Indonesian Kustom Kulture Festival, recognized as one of the largest Kustom Kulture hubs in the country. Between 2019 and 2023, there was a notable shift in the festival's audience composition, with the general public now constituting the majority segment. The research aims to identify and analyze the key motives driving the general public to attend Kustomfest, segment the market based on these motives, and examine each segment's sociodemographic profiles and behavioral characteristics. Three distinct market segments were identified, each motivated by different factors. Insights from this study can assist organizers of similar Kustom Kulture-related events in expanding creative tourism in Indonesia. By understanding visitor motivations and behaviors, event organizers can tailor marketing strategies, enhance visitor experiences, and capitalize on revenue opportunities from the general public segment. Recommendations are provided to attract, retain, and expand each segment through business model innovation, thus contributing to the sustained growth of Indonesia's creative economy. The findings highlight the importance of understanding visitor motivations and behaviors to maximize the impact of cultural events on the broader creative economy. These insights enable event organizers to foster growth in Indonesia's creative sector, ensuring that cultural festivals like Kustomfest continue to evolve and appeal to a diverse audience.

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