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Santi Rahmawati, S.T., M.S.M.
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International Journal of Marketing and Digital Creative (IJMADIC)
Published by Research Synergy Foundation
ISSN : 29873657     EISSN : 29869218     DOI : https://doi.org/10.31098/ijmadic
Core Subject : Economy, Social,
Economics, Econometrics & Finance Social Sciences
International Journal of Marketing and Digital Creative (IJMADIC) welcomes and encourages original scientific manuscripts with theoretical and practical contributions from various research traditions within marketing and their application in digital creative platforms. IJMADIC aims to meet the needs of a diverse but trailblazing audience. As a result, it is expected that all submissions to the Journal will be rigorous academically, well-grounded in the pertinent literatures, and accessible to a broad audience. Some of the topics that might be of interest include: marketing management, market research, consumer behavior, brand management, database marketing, neuromarketing, social media marketing, service marketing, technology marketing, guerilla marketing, product marketing, marketing strategy, digital marketing, digital business, digital connectivity, digital creative economy, digital creative entrepreneur, digital creative pedagogy, digital creative industry, digital transformation, digital creative media, digital lifestyle, and digital culture.
Arjuna Subject : Bisnis, Menejemen, dan Akutansi (semua kategori) - Pemasaran
Articles 39 Documents
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Exploring the Implication of ChatGPT AI for Business: Efficiency and Challenges Md Arman; Umama Rashid Lamiyar
International Journal of Marketing and Digital Creative Vol. 1 No. 2 (2023): International Journal of Marketing and Digital Creative
Publisher : Research Synergy Foundation

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31098/ijmadic.v1i2.1872

Abstract

This empirical study aims to examine the impact of ChatGPT AI on various business sectors, evaluating its benefits and challenges. Specifically, the study analyzes how ChatGPT AI is transforming business operations and enhancing customer experience in customer service, e-commerce, healthcare, finance, marketing, and developer business sectors. Using a comprehensive literature review approach, this study draws on relevant academic articles to identify and analyze the key applications of AI in the business sector, the benefits realized, and the challenges faced in adopting this technology. The study explores the implications of ChatGPT AI for businesses, including its potential to improve efficiency, reduce costs, and enhance competitiveness. Additionally, ethical and legal considerations surrounding the use of ChatGPT AI in business operations are evaluated, including issues related to data privacy, bias, and transparency. The study provides insights into future directions for the application of ChatGPT AI in business and the potential impact of this technology on various business sectors. The objective is to provide a comprehensive review of the impact of ChatGPT AI on businesses, its potential benefits, and challenges for businesses looking to adopt this technology. Overall, this study highlights the importance of considering both the benefits and limitations of AI adoption in businesses, as well as the ethical and legal implications of its use.
Comparing Marketing Strategies for Cosmetics Between China and The U.S. Xiwei Yang
International Journal of Marketing and Digital Creative Vol. 2 No. 1 (2024): International Journal of Marketing and Digital Creative
Publisher : Research Synergy Foundation

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31098/ijmadic.v2i1.1928

Abstract

This study presents a comparative study of promotional strategies in the cosmetic industry within two major global markets: The United States and China. They were chosen for this study because they are the two greatest e-commerce beauty markets in the world. The focus is on how digital transformation has reshaped these strategies, with a case study of L’Oréal providing practical insights. This topic is chosen for study due to the transformation of traditional marketing to digital marketing, especially with the emergence of social media marketing. The analysis reveals that while both markets have embraced digital marketing, there are significant differences in their approaches. In China, a more integrated strategy has emerged, leveraging E-commerce platforms to reach a broader consumer base and stimulate consumption. In contrast, the U.S. cosmetic market relies more on traditional promotional channels and offers fewer E-commerce discounts, with a slower adoption of live-streaming culture. However, U.S. firms continue to utilize digital channels to foster brand awareness, as demonstrated by L’Oréal's significant advertising expenditure and influencer collaborations. The study uses the literature review method with over three hundred of sources to synthesize and compare evidence in the U.S. market could potentially benefit from integrating more elements of the Chinese digital marketing strategy, particularly with respect to discounts and live-streaming. This study sheds light on the potential for adapting successful promotional strategies across diverse markets while acknowledging cultural and regional specificities. Despite its focus on top brands, future research could explore strategies employed by smaller firms and extend the comparison to other sectors.
Social Media Utilization of Microbusinesses in A Component City in Northern Philippines Audrei Ceazar E. Binuluan; Sherry Joy D. Gonayon; Aleya Mae R. Mabborang; Ma. Ruiza C. Panaligan; Khamylle Cate C. Sia; Rizza V. Ramos; Karen Joy A. Catacutan
International Journal of Marketing and Digital Creative Vol. 2 No. 2 (2024): International Journal of Marketing and Digital Creative (IJMADIC) Now Published
Publisher : Research Synergy Foundation

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31098/ijmadic.v2i2.2157

Abstract

Social media has become an essential marketing and communication tool for businesses of all sizes, offering opportunities to engage with customers and promote products in a cost-effective manner. This study explored the use of social media by microbusinesses in a component city in the Northern Philippines, focusing on the platforms used, reasons for adoption, benefits gained, and challenges encountered. A qualitative approach was employed, and 30 microbusiness owners from the service, merchandizing, and manufacturing sectors were selected through quota sampling. Data were collected using an interview guide and analyzed using Braun and Clarke’s Thematic Analysis. The results show that Facebook was the most widely used platform, followed by Instagram and TikTok. The primary reason for using social media was to promote products and services. Benefits include wider market reach, increased sales, and improved communication. However, challenges such as market competition and time management difficulties were identified. Despite these hurdles, social media has proved to be a vital tool for business continuity, particularly during a pandemic. The study highlighted the critical role of social media in supporting the growth and sustainability of microbusinesses and recommended further research to explore other social media platforms and business sizes.
Analyses of Business Attributes and Facebook Utilization: Marketing Insights Ma. Charity Reign Dela Cruz; Louis Yucci C. Voluntad; Karl Vince B. Saranillo
International Journal of Marketing and Digital Creative Vol. 2 No. 1 (2024): International Journal of Marketing and Digital Creative
Publisher : Research Synergy Foundation

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31098/ijmadic.v2i1.2195

Abstract

Microenterprises have a significant impact on the nation's economic development. Given the current trends in marketing, numerous organizations have adopted social media marketing. This study analyzed Facebook's business attributes and perceived effectiveness as an advertising tool for microenterprises. The researchers employed a descriptive-causal research design through random sampling of 320 registered microenterprises that utilize Facebook as an advertising tool. Findings revealed that participants were mostly under sole proprietorship, having one to three employees with an estimated asset size of less than 1,000,000 pesos and being in operation for one to three years. Customer brand awareness, product promotion, engagement reach, and sales volume were found to be highly effective in the perceived effectiveness of Facebook use. Remarkably, the business profile length of operation showed significant differences in terms of volumes of sales, whereas the number of staff in terms of customer brand awareness, engagement reach, and volume of sales; average asset size in terms of customer brand awareness and product promotion indicated significant differences to the perceived effectiveness of Facebook utilization as an advertising platform. Hence, the researchers recommended that microenterprises focus on targeted advertising, allocating advertising investment, and optimizing Facebook's advertising features.
Distribution Personalization and Content Decentralization on Brand Recall Josephine Diana S. Campos; Jofrey R. Campos
International Journal of Marketing and Digital Creative Vol. 2 No. 2 (2024): International Journal of Marketing and Digital Creative (IJMADIC) Now Published
Publisher : Research Synergy Foundation

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31098/ijmadic.v2i2.2205

Abstract

Structural equation modeling examines the impact of distribution personalization and content decentralization on brand recall among Gen-Z consumers to analyze the causal relationship between these factors. The research used Covariance Based–Structural Equation Modeling (CB-SEM) and Partial Least Squares–Structural Equation Modeling (PLS-SEM) based on review of related literature. The 385 samples were Gen Z (age 12 to 27 as of year 2024 randomly from Region III, Philippines, comprising the provinces of Aurora, Bataan, Bulacan, Nueva Ecija, Pampanga, and Tarlac. Questionnaires with rating scales were used as research tools. Confirmatory factor analysis was used to analyze model fit, reliability, and validity. A structural model and path analysis were used to examine the links. Causal relationships were analyzed using PLS-SEM. The findings indicated that the model had a reasonable fit with empirical data and exhibited acceptable reliability and validity. The results demonstrate that distribution personalization has a direct positive effect on Gen Z’s ability to recall a brand. In addition, content decentralization acted as a partial mediator or indirect effect on the relationship between distribution personalization and Gen Z brand recall. Based on these results, sellers of clothing brands reliant on short-form video ads may consider employing advanced data analytics technologies to acquire insights into the preferences, behavior, and demographics of the audience and personalize video content to specific audience segments like Gen Z. Furthermore, it is advisable to optimize distribution channels, incorporate user-generated content into distribution strategies, and emphasize usercentric storytelling to create favorable associations with the brand. Future research should be qualitative or mixed methods to obtain a richer qualitative interpretation, and cohort or longitudinal research should be conducted to study these effects eventually.
Culinary MSME Business Development Model Post the COVID-19 Pandemic Lela Nurlaela Wati; Tazqia Amalia
International Journal of Marketing and Digital Creative Vol. 2 No. 1 (2024): International Journal of Marketing and Digital Creative
Publisher : Research Synergy Foundation

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31098/ijmadic.v2i1.2239

Abstract

The objective of this study is to examine the influence of distribution and digital marketing on the revenue and growth of culinary micro, small, and medium enterprises (MSMEs) in Jakarta. The research used quantitative research, and the sample consisted of 251 owners of MSMEs in the culinary sector in Jakarta.  The data analyses were performed using the Structural Equation Model. The food distribution channel has a favorable and substantial influence on the revenue of MSMEs in Jakarta, however it does not directly impact on the growth and advancement of MSMEs. Food distribution routes have a notable indirect impact on growth. Digital marketing does not directly impact revenue, but it does have a beneficial influence on MSME's growth and expansion.  The presence of operating revenue has a favorable influence on the growth and progress of MSMEs in Jakarta. The findings of this study are valuable for advancing the field of marketing science by providing insights for stakeholders, serving as input for culinary MSMEs, and enhancing understanding of the impact of food distribution and digital marketing on MSMEs' revenue and business growth. Consequently, MSMEs can adopt more effective business strategies and improve product sales. This study thoroughly investigates the direct and indirect impact of food distribution channels and digital marketing on the revenue and growth of MSMEs. This research is unique because it employs second-order confirmatory models, which address gaps in earlier studies that mostly focused on testing direct effects.
Dolomite Beach as a Tourist Attraction in Manila as Perceived by Local Residents: Basis for Tourism Promotion Andrea Michlei P. Perez; Raina Jonice B. Reynoso; Sean Pierce T. Salangsang; Bianca Karyl B. Tañaquin; Pia Angela P. Valenzona; Rovena I. Dellova
International Journal of Marketing and Digital Creative Vol. 2 No. 1 (2024): International Journal of Marketing and Digital Creative
Publisher : Research Synergy Foundation

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31098/ijmadic.v2i1.2243

Abstract

Dolomite Beach, also known as Manila’s first man-made beach, is a fake sand beach formed through the process of nourishment on Manila Bay in Manila, Philippines. This is a new addition to Manila’s tourism industry. This study aims to make Dolomite Beach an effective tourist hotspot for Manila by increasing its significance and positioning it as a top attraction. It adopts a quantitative approach using Frequency Distributions, Weighted Means, and Standard Deviations through a descriptive study with 383 participants. Moreover, local residents had a high perception of Dolomite Beach as a tourist destination. The survey results show that, despite some initial controversy surrounding its construction, the majority of respondents favored of turning Dolomite Beach into a tourist attraction. The respondents felt excited when it was featured among the things to do in Manila for tourists. Many respondents expressed support for the establishment of an artificial white sandy beach in the city and looked forward to increased local and international tourism while providing more job opportunities for people who live in Manila. The benefits are many, not only for the residents of Manila but also for the overall community. The proactive involvement of residents, who are important players in the tourism industry, drives tourism growth. Therefore, this study shows that Dolomite Beach can be one of Manila’s leading tourist attractions.
Kotler’s Decision-Making Model as a Predictor of the Consumer Buying Behavior of Young Professionals in the Philippines Jefferson Marcelo; Markdolf C. Maliwat; Ivan Dean S. Salacata
International Journal of Marketing and Digital Creative Vol. 2 No. 1 (2024): International Journal of Marketing and Digital Creative
Publisher : Research Synergy Foundation

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31098/ijmadic.v2i1.2257

Abstract

The first stage in creating effective marketing strategies is to analyze consumer behavior in the market with regard to needs, attitudes, or behaviors as well as the influence of the environment. The researchers conducted this study to determine Kotler's decision-making model as a Predictor of Consumer Food Buying Behavior. This research aims to determine the perception of the respondents on how they purchase items in terms of the Kotler's Decision-Making Model and how the consumer evaluates the purchase of food items through their behavior. To determine the relationship between the consumer's behaviors based on Kotler's Decision-Making Model, the researchers used a descriptive design to gather quantifiable data for factual examination of the population sample. The respondents of this study are young professionals working and purchasing food items and living at the three (3) chosen barangay such as Barangay Poblacion, Guadalupe Viejo, and Guadalupe Nuevo. The total population of the study was 100 respondents. The researchers formulate a survey questionnaire through google forms for the data gathering procedure. This research shows a significant relationship between the customer behaviors during the journey and consumer buying behavior using Kotler's Decision-Making model. It shows only that attitude, norms, and intention play a significant role when a consumer decides whether to purchase or not the items. Culture, demand, and willingness to engage or buy the product are vital in the decision-making process. Finally, based on the study's findings, business strategies have been proposed that can be utilized by the business owners and marketing strategist for their business or companies employed.
The Impact of Student Attachment on University Reputation: An Analysis of Perceived Quality and Perceived Value Efi Fitriani
International Journal of Marketing and Digital Creative Vol. 2 No. 2 (2024): International Journal of Marketing and Digital Creative (IJMADIC) Now Published
Publisher : Research Synergy Foundation

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31098/ijmadic.v2i2.2328

Abstract

Many studies have referred to campus reputation but have not used the mediating variable of student attachment. This study aims to examine the impact of perceived quality and value on students and analyze how perceived quality and value affect university reputation through student attachment. The statistical population comprised students at campus X. The sampling technique used was simple random sampling on 212 students from Campus X in Bandung, Indonesia. The results show that value perception is positively and significantly influenced by perceived quality. Perceived quality and perceived value have a positive and significant impact on student attachment, student attachment has a positive and significant impact on university reputation, perceived quality has a positive and significant impact on university reputation through student attachment, and perceived quality has a positive and significant impact on perceived value through perception of quality. In the literature on consumer behavior, there are several studies that examine perceived quality on perceived value, perceived quality on student attachment, perceived value on student attachment, and student attachment on university reputation. The primary contribution of this research is to examine perceived quality and value of university reputation through student attachment. This research adds value to the consumer behavior literature by providing new insights into the determinants of university reputation in a private university.
Analysis of Product Quality and Advertising on the Purchase Intention of Opak Oded Consumers in Sumedang Henny Utarsih
International Journal of Marketing and Digital Creative Vol. 4 No. 1 (2026): International Journal of Marketing and Digital Creative
Publisher : Research Synergy Foundation

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31098/ijmadic.v4i1.2329

Abstract

The 'New Normal' period caused by the ongoing Covid-19 pandemic has had a profound impact on Opak Oded’s business, with income turnover reduced by 75%. This sharp decline is primarily attributed to disruptions in distribution channels, which have significantly affected business operations and led to a reduction in staff from 70 to 43 employees. This study aims to examine the influence of product quality and advertising on the purchasing intentions of Opak Oded customers in the Sumedang region. A quantitative descriptive analysis method was employed, using a survey of 96 participants. Data were analyzed using Structural Equation Modeling (SEM) with Smart PLS 3.0 software to assess the relationship between product quality, advertising, and purchase intention. The findings reveal that both product quality and advertising have a significant and positive effect on individuals' intentions to buy Opak Oded products. Moreover, these two factors combined have a substantial influence on purchase intention. The novelty of this research lies in its focus on a traditional local product during the pandemic, providing insights into how small businesses can adapt their marketing strategies during economic downturns. However, this study is limited to one geographic location (Sumedang) and the goods delivery sector.

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