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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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Develop Social Media Strategy to Build Parent's Brand Awareness and Purchase Intention of Children's Educational Product Through Advertisement Approach: Study Case of Lab Buddy Triawan, Alisha Syakira
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.v2i2.230

Abstract

The children's educational product industry in Indonesia is experiencing growth. As a student start-up about to launch its main product, Lab Buddy needs to develop strategies to build awareness and penetrate the market effectively. With parents increasingly seeking information about children's products on Instagram, Lab Buddy must craft a strategy to leverage Instagram to deliver promotional content that attracts the target market, highlights the value and offerings of Lab Buddy, and encourages purchase intentions. This research aims to identify an effective social media strategy for Lab Buddy. It has been found that advertisements are a potent social media method that can significantly impact the business. The study employs a quantitative approach, collecting data through questionnaires and analyzing it using Partial Least Squares Structural Equation Modeling (PLS-SEM). Data was gathered from 205 parents of children in grades 1-3 of elementary school who are familiar with and follow children's educational brands and show concern for their children's educational development, as evidenced by their purchases of educational products. The research results indicate that entertainment and credibility positively influence perceived advertising value. Furthermore, perceived advertising value positively affects brand awareness and purchase intention for children's educational products. However, informativeness does not significantly impact the perceived value of advertising these products. Based on these findings, Lab Buddy can develop an effective promotional strategy on social media by aligning with parents' interests and behaviours on Instagram to enhance awareness and drive purchase intentions.
Exploring Factors Influencing Parent's Purchase Intention Towards Mathematics Educational Comics Antoni, Tarisa Andika Putri
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.v2i2.231

Abstract

This research investigates the factors influencing parents' purchase intentions towards mathematics educational comics by expanding the Theory of Planned Behavior. Using a qualitative approach, the study conducted semi-structured interviews with ten parents of children in grades 1 to 3, selected through purposive sampling. The objective was to explore how various factors affect parents' decisions to purchase these educational materials. The study identifies several key characteristics that impact purchase intentions. Notably, teaching attributes such as the frequency and duration of use and parental attributes play a crucial role. The research also ranks the factors influencing purchase intentions in the following order: Perceived Behavioral Control, Attitude, Perceived Ease of Use, Perceived Value for Money, Subjective Norms, and Perceived Product Quality. This hierarchy reflects how parents prioritize these elements when deciding whether to invest in educational comics for their children. The findings suggest that Perceived Behavioral Control and Attitude are the most influential factors, highlighting the importance of how parents feel they can manage and benefit from the educational product. Perceived Ease of Use and Perceived Value for Money follow, emphasizing the need for user-friendly products that offer good value. Subjective Norms and Perceived Product Quality are also important but have a lesser impact than other factors. These insights are valuable for developing business strategies and marketing plans. By understanding and addressing these factors, companies can tailor their approaches to meet parents' needs better and enhance the appeal of mathematics educational comics.
The Pink Tax in Consumer Behavior for Personal Care Products Pramesti, Adenia Naura
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.v2i2.239

Abstract

Pricing significantly influences consumer decisions, with variations often observed for similar products due to purchase timing, market segments, and Gender. This phenomenon, known as price discrimination, can raise ethical concerns, especially when it exacerbates inequalities. A notable example is the "pink tax," where products marketed towards women are priced higher. Despite legislative efforts like California's Gender Tax Repeal Act and similar measures in New York, gender-based pricing disparities persist, particularly in personal care products. This study explores consumer perceptions of pricing fairness in personal care products and the impact of the pink tax on purchasing decisions. The research employs a mixed-methods approach, combining surveys to gather quantitative data and semi-structured interviews for qualitative insights. The surveys measure public awareness and attitudes towards the pink tax, while in-depth interviews with women who frequently purchase personal care products provide an understanding of their experiences. The results are expected to reveal that consumers generally perceive the pink tax as unfair and exploitative, influencing their purchasing behaviour and attitudes towards gender-neutral products. This study will contribute to understanding gender-based pricing and its effects on consumer behaviour in Indonesia, offering insights for promoting fairer pricing practices.
Exploring Santoon's Customers' Preferences That Affect Their Purchase Decision For Buying Fashion Products Wibowo, Amira Luthfiyya
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.v2i2.247

Abstract

There is a significant shift towards online shopping in the digital era, particularly within the fashion industry. Despite this trend, Santoon, a clothing brand in Indonesia, faces challenges with online sales being considerably lower than offline sales, even though many of its customers and target market prefer purchasing fashion products online. This study aims to identify the preferences of Santoon's customers that impact their decision-making process when buying fashion products. Adopting a qualitative approach, the research utilizes semi-structured interviews to gather in-depth insights. A non-probability purposive sampling technique focused on Santoon's past customers and target market. The study reveals that design, quality, and sizing are the primary factors influencing customers' preferences for fashion products. Additionally, detailed product descriptions and customer reviews are crucial in shaping online shopping preferences. Although customers often visit offline stores to see and sample products, the final purchase decision is frequently made online. The findings underscore the importance of enhancing online product descriptions and leveraging customer reviews to build trust. Integrating online and offline shopping experiences is essential to cater to hybrid customer behaviour. Recommendations for Santoon include improving the detail and accuracy of online product descriptions, utilizing customer reviews to foster trust, and merging online and offline shopping experiences. Furthermore, optimizing Instagram marketing by posting content related to the daily use of Santoon's products is advised, given the significant overlap between the brand's target market and Indonesian Instagram users.
Business Model Formulation For Yarn Store As Cultural Tourism: A Case Study of Mondu Crafts Widodo, Ameera Rahil Sahira; Chaldun, Evy Rachmawati
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.v2i2.250

Abstract

This study aims to develop a sustainable business model for the first physical store of Mondu Crafts, a yarn store targeting cultural tourism. Research objectives include analyzing market characteristics, identifying factors affecting the business, and designing a suitable strategy. A mixed-method approach was used, employing questionnaires and interviews, analyzed through descriptive and cross-tabulation methods. Key findings indicate strong interest in Mondu Crafts, especially among females aged 17-35. High-income groups face time constraints, while lower-income groups face budget limitations. Strategies such as offering free, short trial workshops are recommended. Results highlight the trend for one-stop shops, integrating sightseeing, food, activities, and souvenirs. Long-term sustainability suggestions include integrating AI-based language translation services and eco-friendly initiatives. Establishing Mondu Crafts Cafe & Store in Bandung is both market-viable and financially feasible, with potential expansion to Bali for a broader reach. The study provides practical insights for developing a robust Business Model Canvas for a creative economy as a cultural tourism.
Factors Affecting Customer's Purchase Decision of Makeup Products From Local Brands On TikTok Live Streams Prameswari, Tyara Zeta; Kusumawati, Nurrani
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.v2i2.253

Abstract

Social media platforms have drastically reshaped communication, content sharing, and consumption in the fast-evolving digital era. TikTok, a prominent platform, has gained substantial influence in Indonesia, becoming a significant force in the business world. This study examines the factors that affect consumer purchase decisions for local makeup products during TikTok live-streaming sessions. Utilizing a mixed-methods approach, the research integrates qualitative and quantitative methods to understand consumer behavior comprehensively. Qualitative data is analyzed through manual coding, offering detailed insights into consumer perceptions and motivations. Quantitative data is assessed using Partial Least Squares Structural Equation Modeling (PLS-SEM) to identify statistical relationships and patterns. The study involves a minimum of 12 participants for qualitative analysis and 200 for quantitative analysis, focusing on beauty enthusiasts familiar with TikTok's live-streaming features. The research aims to uncover how live streaming influences purchasing decisions and provides actionable insights for local beauty brands. By leveraging TikTok's interactive capabilities, the findings will help these brands enhance their marketing strategies and engage more effectively with their target audience. This study contributes to understanding the impact of social media on consumer behavior and offers practical recommendations for maximizing the potential of live streaming in the beauty industry.
Femvertising Discourse: Empowering Women through Content Analysis in Du Anyam’s Instagram Marketing Campaign Christanto, Yohanes Michael; Kartika, Lucia Nurbani
Journal of Consumer Studies and Applied Marketing Vol. 3 No. 1 (2025)
Publisher : Integrasi Sains Media

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58229/jcsam.v3i1.277

Abstract

Advertising and marketing are powerful tools for influencing consumer behavior and shaping societal norms and perceptions. Historically, advertisements have perpetuated gender stereotypes, portraying men as dominant and rational while reducing women to passive, decorative roles. However, the emergence of femvertising—a blend of feminism and advertising—has shifted this narrative by promoting gender equality and women's empowerment. This study examines how Du Anyam’s Instagram marketing campaign employs multimodal discourse to challenge traditional gender roles and advocate for women’s empowerment in Indonesia. Utilizing a qualitative approach grounded in Multimodal Discourse Analysis (MDA), the research explores the interplay of visual, linguistic, and semiotic elements across selected Instagram content from May to June 2024. The findings reveal that Du Anyam strategically integrates cultural symbols, authentic storytelling, and pro-women messages to construct narratives celebrating female agency, resilience, and economic independence. Visual elements such as gestures, facial expressions, and traditional crafts are combined with empowering language to reinforce the brand’s commitment to social change. Furthermore, the study highlights how femvertising can simultaneously serve commercial interests and contribute to broader discourses on gender equality. By fostering authentic representation and cultural relevance, Du Anyam’s campaign demonstrates the potential of femvertising as a tool for brand differentiation and social impact.
Packaging Quality in the FMCG Supply Chain: A Case Study of Leaking Non-Dairy Creamer (NDC) Packages at Company XYZ Thomas, Vanessa; Mulyono, Nur Budi
Journal of Consumer Studies and Applied Marketing Vol. 3 No. 1 (2025)
Publisher : Integrasi Sains Media

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58229/jcsam.v3i1.283

Abstract

In Indonesia's highly competitive FMCG market, product quality is critical in maintaining customer loyalty and protecting brand reputation. Company XYZ, a key player in this sector, recently encountered significant challenges due to packaging defects, specifically leaks in its Non-Dairy Creamer (NDC) product line. These defects have led to customer dissatisfaction and threaten the company's relationship with a major client. This study aims to identify the root causes of these packaging failures and propose effective solutions to enhance packaging quality. A qualitative research approach involved semi-structured interviews with key stakeholders and analyzing internal communication records. Root Cause Analysis (RCA) tools, such as Causal Factor Charting and the 5 Whys method, were utilized to uncover the underlying issues. The findings revealed two primary causes: the Quality team's lack of expertise in conducting thorough risk assessments for packaging designs and insufficient knowledge in evaluating the structural integrity of modified packaging. To address these issues, the study recommends implementing standardized risk assessment protocols, conducting comprehensive packaging performance tests, and enhancing training programs for quality management personnel. By adopting these measures, Company XYZ can reduce packaging defects, improve customer satisfaction, and strengthen its competitive position in the dynamic FMCG industry.
Ghost Kitchens And The Digitalization Of Indonesia’s Urban Informal Economy Susanto, Eko; Gaffar, Vanessa; Prawira, Mega Fitriani Adiwarna
Journal of Consumer Studies and Applied Marketing Vol. 3 No. 1 (2025)
Publisher : Integrasi Sains Media

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58229/jcsam.v3i1.295

Abstract

Ghost kitchens have emerged as a disruptive force in Indonesia’s urban food economy, driven by digitalization, platform-based business models, and changing consumer behaviour. By eliminating the need for physical storefronts, they enable small entrepreneurs to reduce operational costs and access a broader market through food delivery platforms like GoFood, GrabFood, and ShopeeFood. However, their reliance on these platforms creates new economic dependencies, as algorithm-driven visibility and commission fees significantly impact profitability. Additionally, the rise of ghost kitchens intensifies market competition, particularly between independent operators and corporate-backed cloud kitchens that dominate rankings and resources. This study employs a qualitative multiple-case study approach to examine the economic and regulatory implications of ghost kitchens, including their impact on traditional food vendors, gig workers, and urban policies. Findings reveal that while ghost kitchens increase business accessibility, they also contribute to labour precarity within the gig economy, as food delivery workers face unstable incomes and high operational costs. The study underscores the need for adaptive regulatory frameworks, including fair taxation, food safety measures, and platform accountability to ensure equitable market participation. As ghost kitchens continue to evolve, proactive policies are required to balance innovation with sustainability, ensuring long-term benefits for entrepreneurs, workers, and consumers in Indonesia’s digital food ecosystem.
How The Burger War Was Won: An Analysis Of 18 Years of Data on Customer Hamburger Preferences Divine, Richard; Taelman, James Arthur
Journal of Consumer Studies and Applied Marketing Vol. 3 No. 1 (2025)
Publisher : Integrasi Sains Media

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58229/jcsam.v3i1.288

Abstract

Survey data collected over 18 years via a repeated cross-sectional design was examined to explore customer preference between the two main competitors in the fast-food hamburger industry: McDonald's and Wendy’s. The primary purpose of the study is to determine whether burger preference has changed over the time series and the relative importance of price and taste in determining restaurant preference. Results of the study show no significant time series effect for preference but a trend toward McDonald's in terms of intentions to visit. McDonald’s is slightly preferred over Wendy’s overall, and taste is an overwhelmingly more important consideration than the price in determining preference, even though the results show respondents consider Wendy’s to be the better-tasting competitor.

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