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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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Circular Economy Business Model for Sustainable Practices in The Smart Tourism Village Rafdinal, Wahyu; Kusdibyo, Lusianus; Budhi Septyadi, Chandra; Dwi Wiryawan, I Gusti Ngurah
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.v3i1.313

Abstract

This study aims to develop a Circular Economy Business Model (CEBM) based on smart tourism for tourist villages that can be effectively applied in the context of sustainable village tourism. The study adopts a qualitative and exploratory approach, focusing on a single case study of a popular tourist village in Indonesia, recognized in the Best Tourism Village list by UNWTO. Data collection involved a combination of systematic review and interviews. The findings demonstrate that implementing a circular economy business model utilizing smart technology can enhance the competitiveness of tourist villages and drive a sustainable and smart value-creation process. Practically, this study provides insights for managers and administrators of tourist villages in implementing a smart tourism-based business model in managing tourist villages. Socially, this study contributes to raising environmental and social awareness and enhancing the welfare of the local community. This study offers new insights into the application of a smart tourism-based circular economy business model in tourist villages, an area that has been limitedly explored.
Optimizing Integrated Marketing Communication (IMC) In Building Patrakomala's Brand Awareness As A Creative Ecosystem of Bandung City Muhammad Yoga, Lutfi
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.v3i1.363

Abstract

This study explores the implementation of Integrated Marketing Communication (IMC) in enhancing brand awareness of Patrakomala, a digital platform launched by the Bandung City Culture and Tourism Office to foster a creative economy ecosystem. This research uncovers a critical awareness gap, employing a qualitative approach that involves in-depth interviews with internal stakeholders and external creative actors, supplemented by secondary data (e.g., Instagram analytics, policy documents). A mini-survey of 50 creative economy actors found that 60% were unaware of Patrakomala's existence, and 66% could not recognize its brand identity. The study applies STP, PESTEL, VRIO, and SWOT analysis frameworks to diagnose branding challenges and proposes an IMC strategy grounded in the RABOSTIC model. Key strategies include digital storytelling, community activation, and sub-sector ambassadors. The findings provide actionable insights for public sector branding and contribute to the discourse on IMC adaptation in government-led digital initiatives.
Optimal Capital Structure Analysis of PT Bluebird TBK Yuliani, Sri; Kitri, Mandra Lazuardi
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.v3i1.387

Abstract

PT Bluebird Tbk, a leading Indonesian road transportation company, plans to acquire 1,000 electric vehicles (EVs) by 2025, which will require an investment of IDR 1.8 trillion. Currently, the company's capital structure consists of 25.24% debt and 74.76% equity, a proportion that differs significantly from the Indonesian road transportation industry average of 51.63% debt and 48.37% equity. This difference suggests that PT Bluebird Tbk may not yet have reached an optimal capital structure. Achieving an optimal mix between debt and equity is important for minimising the company's cost of capital and maximising its overall value. The planned expansion provides an opportunity for PT Bluebird Tbk to evaluate and potentially restructure its capital structure. This study utilised the Cost of Capital approach to identify the optimal capital structure, with the Weighted Average Cost of Capital (WACC) formula to analyse various debt and equity scenarios. The Damodaran Synthetic Rating is utilised to estimate the cost of debt, while the Capital Asset Pricing Model (CAPM) is applied to calculate the cost of equity. The results indicate that the optimal capital structure for PT Bluebird Tbk consists of 32% debt and 68% equity. Therefore, the most favourable financing strategy for the expansion involves raising IDR 742,475 million through debt and IDR 438,711 million through equity to achieve this optimal structure.
Effect of Digital Strategic Partnerships on Financial Performance of Commercial Banks in Kenya Achieng, Okongo Fiona; Kabisani, Francis Mutegi
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.v3i1.392

Abstract

The study aimed to evaluate the impact of digital strategic partnerships on the financial performance of commercial banks in Kenya. This comes amid declining financial performance among most banks in the country, and a changing market landscape characterised by disruptions in the financial market. While available empirical evidence suggests that the essence of digital strategic partnerships lies in stimulating the performance of modern enterprises, there remains scant evidence in the case of commercial banks, particularly in Kenya. This motivated the study to assess the extent to which commercial banks in Kenya have embraced digital strategic partnerships and how this has influenced their financial performance. The study was grounded in the resource-based view theory. The study employed a descriptive research design, surveying 112 respondents from 39 commercial banks in Kenya. A structured questionnaire was used to collect data, which was analysed using descriptive and inferential statistics. The findings revealed that most of the surveyed commercial banks had embraced digital strategic partnerships, especially with fintech companies. It was also established that a significant and positive relationship exists between digital strategic partnerships and the financial performance of commercial banks in Kenya. The study concluded that the banking industry in Kenya was steadily focusing on digitalising its processes, thus enhancing digital strategic partnerships was a norm in most banks. It is recommended that while most banks have embraced digital strategic partnerships, institutionalising these partnerships is essential to make them more profound and long-lasting, thereby contributing to the continued competitiveness of the banks. Furthermore, banks need to take a step further and invest in digital infrastructure and skills, as well as enter into digital strategic partnerships that incorporate at least the basics, to enhance their competitive advantage in these partnerships.
Advancing the Green Hospitality Marketing Landscape: A Systematic Review and Integrated Conceptual Framework (2020–2025) Muxisddin O’g’li , Xusniddinov Yorqinjon; Susanto, Eko
Journal of Consumer Studies and Applied Marketing Vol. 3 No. 2 (2025)
Publisher : Integrasi Sains Media

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58229/jcsam.v3i2.437

Abstract

This study conducts a systematic literature review (SLR) of green marketing research in the hospitality industry from 2020 to 2025—a period characterized by post-pandemic recovery and intensified sustainability imperatives. Following the PRISMA 2020 guidelines, 82 peer-reviewed Scopus-indexed articles were analyzed using a combination of bibliometric mapping and thematic synthesis. The review reveals a sharp increase in scholarly output, led by contributions from Indonesia and China, indicating a geographical shift of sustainability discourse toward emerging economies. Thematic clustering identifies three dominant research streams: (1) guest psychological mechanisms, (2) strategic green branding and innovation, and (3) digital transformation in operationalizing green practices. Theoretically, the field remains anchored in the Theory of Planned Behavior (TPB) and the Stimulus–Organism–Response (SOR) model, with growing integration of digital stimuli (e.g., Augmented Reality, Big Data) and mediators such as green trust and authenticity. Key research gaps include the persistent intention–behavior divide and the escalating risk of greenwashing skepticism. To address these issues, this study introduces the Integrated Green Hospitality Marketing Framework (IGHMF), which links organizational innovation with consumer psychology. The review offers a structured research agenda emphasizing longitudinal and cross-cultural studies to advance the transition from symbolic eco-labeling toward authentic, behavior-driven sustainability in hospitality marketing.
Understanding Client Approval Time Through Customer Journey Analysis in VR and Non-VR Interior Design Workflows Satria Putra Pamungkas
Journal of Consumer Studies and Applied Marketing Vol. 3 No. 2 (2025)
Publisher : Integrasi Sains Media

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58229/jcsam.v3i2.442

Abstract

Interior design results from repeated interactions between clients and designers, which often lead to approval delays that disrupt workflow, and reduce project efficiency. This study examines how such delays occur during the schematic design stage at Visial Studio by using Customer Journey Analysis (CJA) to compare VR and non-VR presentation methods. The study aims at establishing the causes of long client approval time which may result in delays in the timelines, inefficiencies and decreased client satisfaction. This study introduces a novel application of CJA within the interior design context, especially in the schematic design phase. Although VR is widely discussed in design practice, no empirical work has examined how visualization tools shape the actual sequence of client-designer interactions. By reconstructing customer journeys through methodological triangulation of communication records, approval documents, and revision files, the analysis compares planned workflow expectations with the actual journey to reveal deviations and their causes. The findings provide empirical insights into individual customer journeys and identify two additional types of delays, timing and iteration, extending the four deviation types originally defined by Halvorsrud et al. (2016).The analysis shows that delays are due to timing issues, while iteration reflects refinement rather than failure in interior design service delivery. VR presentations improved client understanding and decision clarity, eliminating failing touchpoints across all VR cases. Nevertheless, VR did not necessarily reduce the general schematic timeline. The speed of approval was still greatly dependent on external factors, such as the type of client, type of project, project size and readiness of the site. Overall, this study demonstrates how CJA can reveal the mechanisms behind approval delays in interior design services and highlights the conditions under which VR can enhance, but not necessarily accelerate, schematic design workflows.
The Rise of Brand Love and E-Vocacy in Electric Vehicle Marketing – A Systematic Review Leo, Gundur; Sutrisno, Rivan; Sakova, Megha
Journal of Consumer Studies and Applied Marketing Vol. 3 No. 2 (2025)
Publisher : Integrasi Sains Media

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58229/jcsam.v3i2.448

Abstract

As the electric vehicle (EV) sector shifts from a niche to a mass market, traditional cognitive-based marketing models are inadequate for explaining deep consumer loyalty. This Systematic Literature Review (SLR) synthesizes the evolution of green marketing stimuli and their impact on consumer advocacy. Adhering to PRISMA guidelines, we analysed 33 high-impact empirical studies (2020–2025) to construct an enhanced Stimulus-Organism-Response (S-O-R) framework integrated with Signalling Theory. The results reveal three critical paradigm shifts. First, generic "Green Marketing" has evolved into specific, high-efficacy signals: Green Innovation (competence), Green Transparency (integrity), and Eco-Prestige (status). Second, the analysis identifies a "Satisfaction Trap," demonstrating that Green Brand Love—an intense emotional attachment—is a significantly stronger predictor of high-value behaviors than cognitive satisfaction. Third, consumer loyalty has shifted from passive repurchase intention to Active Evangelism and E-Vocacy (Electronic Advocacy). The study proposes an Integrated Green Signaling Model that positions Green Trust as a cognitive gateway to Green Brand Love, moderated by Tech-Anxiety. This framework advances prior S-O-R models by explicitly linking signalling efficacy to affective pathways, offering a robust theoretical roadmap for future research in developing markets characterised by infrastructural constraints.
Does Sustainability Drive Loyalty: A Structural Equation Modeling of Tourist Behavior in Outdoor Recreation Destinations Prawira, Aura Bulan Andhara; Pah, Jacob Ganef; Goeltom, Andar Danova L.
Journal of Consumer Studies and Applied Marketing Vol. 3 No. 2 (2025)
Publisher : Integrasi Sains Media

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58229/jcsam.v3i2.461

Abstract

This study investigates the structural mechanisms through which perceived sustainability influences tourist loyalty in the outdoor recreation sector. Drawing upon the Stimulus-Organism-Response (S-O-R) framework and the Natural-Resource-Based View (NRBV), a research model was developed to examine the sequential mediating roles of Experiential Value (EV), Destination Image (DI), and Tourist Satisfaction (TS) in the relationship between Perceived Destination Sustainability (PDS) and two distinct loyalty outcomes: Revisit Intention (RI) and Word-of-Mouth (WOM). Data were collected from 401 outdoor recreationists in Indonesia using a purposive sampling technique and analyzed via Partial Least Squares Structural Equation Modeling (PLS-SEM). The empirical results provide support for all eleven hypothesized relationships. The findings reveal that PDS serves as a potent primary catalyst, significantly enhancing EV and DI. Furthermore, the model demonstrates a robust sequential mediation chain, where sustainability perceptions translate into loyalty primarily by fostering mental restoration and personal growth (EV) and reinforcing a safe, credible brand image (DI). The model exhibits high explanatory power, accounting for 68.7% of the variance in Revisit Intention and 64.5% in Word-of-Mouth. Notably, the total indirect effect of sustainability on loyalty underscores that substantive sustainability practices are essential for long-term visitor advocacy. Theoretically, this research advances the S-O-R theory by validating a hierarchical "Organism" stage and decouples the satisfaction-loyalty link by showing a stronger propensity for digital advocacy over repetitive visitation among modern travelers. Managerially, the study suggests that destination operators should prioritize "experience curation" that facilitates mental renewal to bridge the gap between green branding and behavioral loyalty. Keywords: Sustainable Tourism, Outdoor Recreation, PLS-SEM, Experiential Value, S-O-R Framework, Tourist Loyalty, Indonesia.
Resolving the Willingness-to-Pay Paradox: A Pricing Justice Perspective on Destination Loyalty in Emerging Tourism Contexts Susanto, Eko; Modupe, Ajayi Olubunmi
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.v3i1.462

Abstract

Traditional tourism pricing models often fail to explain the "Willingness-to-Pay (WTP) Paradox," where high environmental commitment among tourists does not translate into financial readiness. This study moves beyond generic satisfaction-loyalty frameworks by empirically adjudicating the structural mechanisms linking justice-based pricing antecedents to destination loyalty in volatile emerging markets. Using Partial Least Squares Structural Equation Modeling (PLS-SEM) and Importance-Performance Matrix Analysis (IPMA) with a sample of 350 tourists, the research examines how price transparency, integrity, and social comparison influence behavioral intentions. The findings reveal a critical theoretical shift: price integrity significantly outperforms mere informational transparency in establishing perceived price fairness. Furthermore, the analysis validates a sequential dual-mediation framework, demonstrating that the path from pricing justice to loyalty is strictly contingent upon the formation of both perceived destination value and destination trust. IPMA results identify a structural asymmetry: these relational mediators—value and trust—have the highest predictive importance but exhibit suboptimal performance, placing them in the high-priority quadrant for intervention. This research extends Equity Theory by demonstrating that loyalty in nascent regulatory environments is anchored in institutional reliability rather than transient price advantages. Ultimately, it offers Destination Management Organizations (DMOs) a data-driven roadmap to harmonize pricing strategies and secure competitive resilience.
Modelling the Halal-Wellness Nexus: A Strategic Evaluation of Destination Competitiveness through Penta-Helix Collaboration in West Java Suryana, Marceilla; Barusman, Andala Rama Putra; Indriani, Novita
Journal of Consumer Studies and Applied Marketing Vol. 3 No. 2 (2025)
Publisher : Integrasi Sains Media

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58229/jcsam.v3i2.463

Abstract

The post-pandemic global tourism landscape has experienced a paradigm shift toward health-oriented travel, positioning the halal-wellness nexus as a critical driver of destination competitiveness. Despite possessing world-class geothermal resources and profound indigenous healing traditions, West Java's wellness tourism sector remains constrained by fragmented regional branding and infrastructure bottlenecks. This study quantitatively evaluates West Java's strategic market posture to bridge the gap between latent destination potential and actionable marketing execution. Utilizing a quantitative descriptive design, the research employs the Internal Strategic Factors Analysis Summary (IFAS) and External Strategic Factors Analysis Summary (EFAS) matrices through structured expert consultations involving a panel of 15 purposively selected Penta-Helix stakeholders. These experts comprise representatives from academia, government (Disbudpar), industry (spa/resort operators), community leaders, and tourism media. The findings reveal equivalent IFAS and EFAS scores of 2.77, mapping the destination into Cell V (Hold and Maintain) of the Internal-External Matrix. This positioning indicates a stable yet under-optimized ecosystem that must transition toward an aggressive growth posture. Through a consensus-driven process linking macro-environmental factors to granular interventions, the study formulates a strategic TOWS mix centred on a "Heritage-Health-Harmony" brand architecture. Actionable recommendations from the expert panel include integrating Mega Mendung batik motifs into the destination’s visual identity, optimising tourist buses for regional wellness corridors, and facilitating interest-free financing schemes to elevate local hospitality standards ethically. This framework provides a data-driven blueprint for policymakers to transform West Java into a resilient, globally competitive halal-wellness hub.

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