Emerging Market Entry: Innovative Marketing Approaches for Tirtagangga Hot Spring Resort Targeting Gen Z and Millennials

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Indonesia, a populous country, exhibits a significant population size. As per data from the Ministry of Home Affairs of the Republic of Indonesia via the Dukcapil Directorate General, the largest generation in Indonesia comprises Gen Z and Millennials. These two generations display various behavioral differences compared to preceding generations, particularly in their travel habits. In order to attain the national tourism target, the Ministry of Tourism and Creative Economy (Kemenparekraf) has designated Gen Z and Millennials as the primary target demographic. Tirtagangga Hot Spring Resort, currently undergoing rebranding efforts, aims to penetrate the Gen Z and Millennial market. Initial research suggests that Tirtagangga Hot Spring Resort faces challenges in attracting hotel guests from this new market. This study employs a quantitative approach, utilizing a questionnaire for customer analysis, and employs SMARTPLS for data processing and hypothesis testing. The research entails conducting interviews with 12 individuals, including business owners and their marketing department. The outcomes reveal a positive impact of Social Media Marketing on Brand Awareness and Brand Image, while Brand Awareness and Brand Image, in turn, positively influence Purchase Intention. Based on these findings, the authors propose several strategies to augment sales, leveraging the SWOT and TOWS tools encompassing both external and internal analyses. The recommended strategy revolves around diversifying promotional strategies that specifically target the hotel’s updated style and activities, aiming to captivate attention and generate interest. A key focus is placed on highlighting the hotel’s unique blend of modern aesthetics and hygienic surroundings. The promotional efforts should emphasize the newly adopted style of the hotel while concurrently advancing its renovation endeavors. This approach effectively showcases the hotel’s fresh aesthetic while preserving its renowned heritage. Additionally, the hotel should enhance its offerings by introducing supplementary activities and amenities, enriching the overall guest experience.

 

Analyzing Factors Influencing Purchase Intention for Crevolene Products from Evolene Company: A Study on Brand, Packaging, Promotion, Price, and Quality

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The Indonesian market for dietary supplements, including products like creatine supplement, has seen significant growth due to the increasing focus on health and wellness. With a rise in fitness activities and a health-conscious population, there is a target market for such supplements. From the interview with the CEO of Evolene, it revealed a notable fluctuation in Crevolene sales since November 2022, raising concerns about revenue stability and sustainable growth. Understanding the contributing factors, such as changing consumer preferences, market dynamics, and pricing fluctuations, is crucial to develop effective marketing strategies. Preliminary findings suggest that Crevolene is gaining recognition among individuals who engage in regular workout routines, indicating a potential target market. By focusing marketing efforts on this segment and analyzing purchase intentions, Evolene can tailor strategies to increase sales and align with customer preferences. Further research is needed to refine market segmentation and develop precise targeting strategies. The purposes of this study are to identify the factors that influence Crevolene product from Evolene company sales and to increase sales of Crevolene product of Evolene Company. This study uses a quantitative research method with descriptive statistics. The sample for this research consists of 207 respondents taken by using non-probability sampling method. The questionnaire will employ a Likert scale with five levels, representing an interval scale. Questionnaire will be distributed online. The research tool used in this research is questionnaire. The data analysis methods used are validity test, reliability test, classic assumption test and hypothesis testing using SPSS software. Based on the research results showed that price, promotion and packaging have significant influence on purchase intention. Consumers before making a purchase, commonly check pricing among several brands or goods. A product’s competitive pricing or superior value as compared to alternatives might influence consumers’ buying intentions. A product may become more alluring when compared to more expensive choices thanks to price reductions or promotions, Promotions frequently include discounts, exclusive deals, or incentives, which give the buyer the impression that they are getting more for their money. Their opinion that they are receiving a good price or additional benefits may affect their decision to buy, also packaging that is attractive and well-designed may draw customers in, stand out on store shelves, and provide a good first impression.

Analyzing Factors Influencing Purchase Intention for Residential Property Developer on Bandung Barat Regency : A Study on Advertisement, Sales Promotion, Online and Social Media Marketing, and Product Attributes

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MSMEs is the most important pillar to the Indonesia economy because the contribution of this segment is 60,5% to the GDP of Indonesia. Also contribute 96,9% of total national absorption employment. One of the MSME sectors is residential construction. In 2020, the backlog of Indonesia is 12,75 million which means there are 12,75 million families that did not own the house so the demand for residential property is high. There are many residential property companies that serve the low income segment. One of them is  a residential property developer that the author does research for and is one of the residential property companies that is now experiencing decline in sales. They sell the house in the low income segment in Bandung Barat regency in Indonesia.  So when a pandemic hits, the buying power of this segment is getting lower. They focus on buying the essential daily needs such as food and drink, the plan for buying a house will be postponed until their economy gets better. To this scenario, the company must change the segment market to target new potential customers or adjust the product to still be affordable to this segment.  Based on preliminary research, the author found that there is a shift on choosing the channel for seeking a house from offline to online. The purpose of this study is to identify the factors that influence residential property company house sales and to increase sales of house products. This study uses qualitative and quantitative methods. The qualitative method utilised in preliminary research  by interviewing business owner and employee of the company. The quantitative method utilised by questionnaires that are distributed to potential customers. The sample of this research consists of 200 respondents taken by non-probability sampling. The questionnaire will use a likert scale with 5 levels, representing an interval scale. The data analysis methods used are validity test, reliability test, and hypothesis testing using SPSS. Based on the research result, advertising, sales promotion, online and social media marketing, and product attributes have a significant influence on purchase intention.

Maximizing Simultaneous Social Media Communication: A Study on Purchase Intention among Millennials and Generation Z in the Online Language Learning Industry

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Born in the middle of lock down Covid-19 in Indonesia, Cetta Online Class started their journey and currently has more than 1700 enrolling students in 5 language classes. However, Cetta needs to re-evaluate to be able to win the market and grow their sales, as they enter the market by using social media marketing communication. Cetta needs to know how to utilize more of their firm-created social media and their ongoing students to be able to generate more word of mouth. Studies have found that firm-created social media communication, user-generated social media communication, and E-WOM have a significant positive impact on purchase intention in several countries. All respondents of this study are millennials and members of Generation Z, as Cetta’s students are Millennials and Gen Z. This research was conducted for academic purposes and to make recommendations for Cetta Online Class, a company in the service industry and, to be more precise, a brand that operates an online foreign language course. This research uses quantitative linear regression approaches with a survey method and cross-sectional research design. The measuring tools of the study designed by Alrwashdeh, Emeagwali & Aljuhmani (2019) to measure E-WOM and purchase intention; and Schivinski and Dabrowski (2016) to measure firm-created and user generated social media communication. The sampling technique used in this research is purposive sampling. This study involved 444 respondents (64% Gen Z and 36% Millennial). The results showed that: First, E-WOM is the most influential factor, but it is surpassed by simultaneous social media communication, which is an integrated communication strategy that incorporates all three elements, including firm-created social media, user-generated social media, and E-WOM. Second, Gen Z respondents have more influence than millennials, which includes both firm-created and user-generated influence. Millennials exceeded Gen Z in E-WOM by 0.02%. Third, the recommended strategies to maximize simultaneous communication are: create new design, social media creative team recruitment, content contests and challenges, student stories and testimonials, student ambassador program, invest more in service quality and learning journey, create a referral program, and build a strong community.

Proposed Marketing Strategy to Increase a Positive Brand Image of RSUD Subang

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Health is a mandatory responsibility of the regional government regarding essential services, as stated in Article 12, Paragraph (1), Letter b of Law Number 23 of 2014 concerning regional government, which has undergone several amendments, most recently by Law Number 11 of 2020, known as the Cipta Kerja Law. According to research conducted by the Badan Pusat Statistik (Central Statistics Agency) in 2022, out of a total of 2,514 public hospitals, 329 of them are situated in West Java, accounting for 13% of the total. This finding reaffirms that West Java continues to have the highest number of public hospitals in Indonesia. One of these hospitals is the Rumah Sakit Umum Daerah (Regional General Hospital) in Subang, owned by the Regional Government of Subang Regency as a Special Organizational Unit, in accordance with Subang Regent Regulation Number 102 of 2021. However, in early March, there was a negative perception among the public about RSUD Subang, potentially stemming from instances of patient rejection leading to death.

The objective of this research is to propose a marketing strategy to improve the healthcare industry’s brand perception in Subang. The research will employ a quantitative methodology, utilizing questionnaires distributed to both patients treated at Subang Hospital and residents of Subang to gather precise data. Once the data is collected, it will be processed using SMART PLS (Partial Least Squares) analysis. The research findings indicate that companies can implement marketing activities that positively influence electronic word of mouth, thereby enhancing the brand image. Consequently, this approach can help rectify the negative perception of RSUD Subang prevalent in society.

Based on these findings, the author provides several recommendations derived from internal and external analyses, including a SWOT (Strengths, Weaknesses, Opportunities, and Threats) and TOWS (Threats, Opportunities, Weaknesses, and Strengths) analysis for RSUD Subang. The suggestions involve implementing a social media plan, conducting marketing campaigns, and maximizing customer testimonials to foster a positive brand image.

Evaluate the Mystery of Creation of Universe and Existence of Antimatter, Dark Matter and Dark Energy

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We know relatively little about the cosmos. What we know about what we don’t know is even more tenuous. Antimatter is just matter with some properties swapped, such as electric charge. The positron serves as the antimatter counterpart to the electron, displaying a remarkable similarity in mass while possessing contrasting electric charges. Antimatter differs from regular matter in that it annihilates when it collides with regular matter. For instance, a proton and a positron have a lot in common. Both of them are of regular mass. They each possess a positive electric charge of equal strength. They both have one-half quantum spin. When a proton and an electron collide, a stable hydrogen atom is produced. When a positron and an electron collide, they destroy each other. The main distinction is that a positron is antimatter while a proton is matter. Knowledge dark matter and dark energy is critical for gaining a fundamental knowledge of the shape, structure, and properties of our Earth, galaxy, and universe. By fitting a theoretical model of the universe’s composition to the combined set of cosmological measurements, scientists found that the cosmos has around sixty-eight percent of dark energy, twenty-seven percent of dark matter, and five percent of normal matter. We should never touch our anti-self because we will perish if we do. It is a thoughtful and analytical article that draws on the knowledge and insight of scientists, physicists, technologists, and inventors about how the universe, dark energy, dark matter, antimatter and matter were formed. This knowledge will help in the development of new technologies for the civilization and prosperity of our precious planet Earth.

Sustainable Agricultural Practices among Rural Youth in Kenya: A Study of Attitudes and Behaviours

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This literature-based paper examines the attitudes and behaviors of rural youth in Kenya towards sustainable agricultural practices. Given the critical role of agriculture in Kenya’s economy and the significance of the youth demographic, understanding these attitudes and behaviours is of paramount importance. By analysing existing research, this paper identifies the key factors influencing the adoption of sustainable agricultural practices among rural youth in Kenya and highlight the potential barriers and enablers that can facilitate their engagement in sustainable farming methods.

Structural Elements of Pashto Radio Drama

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Drama is, after all, an ancient art form that extends back to the earliest centuries of human history. There has been some discussion regarding the antiquity of the drama’s origin. There are distinct forms for this genre, including stage, radio, television, one-act, and interactive dramas. In this case, the radio drama is the one that is broadcast, and each character and actor presents a scene, which is recorded in the studio and then broadcast for the audience to hear. It represents events that can only be conveyed audibly. In the structural elements, the narrative and design serve as the drama’s foundation, while the story and incident serve as the drama’s building blocks. It has both primary and secondary characters, without which the drama could not exist, as they give the plot motion. It is a dialogue that leads to additional dialogue between the actors. Sound effect creates sound effects and results, is a picture of time and location that relates to both, and is a crucial element of drama. It also features effective music and music, which play a significant role in comedy and tragedy-themed dramas and multiply the flavour and colour. Actors and actresses are responsible for ensuring that, with Hamdi’s assistance, the narrative progresses and ends with a message that inspires positive behavioural change and elicits strong emotions.

Royal Jelly (Apis mellifera) As an Antimicrobial Activity Inhibition

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Royal jelly (RJ) has lots of compounds such as protein, vitamins, and a variety of bioactive compounds (10-hydroxy-2-decanoic or 10-HDA acids). 10-HDA is a lipid fraction component in RJ content with antibacterial and immunomodulatory activity. RJ proteins that have antimicrobial, antifungal, anti-tumor, antidiabetic, and antihypertensive properties. The authors continue their research about the effect of RJ on the inhibitory strength of the given antibacterial activity. L. monocytogenes, S. aureus, and E. coli were among the microbes studied in this research. This study used an experimental method with a complete randomized design (CRD) of 5 treatments and 4 replications, if the treatment showed a noticeable effect (P<0.05) then Duncan’s multiple distance test was continued. According to the findings of this study, the royal jelly variations given had a significant inhibitory effect on antibacterial activity. The inhibitory ability of L. monocytogenes proved that the second treatment had a higher inhibitory power of 30.94±25.786b, in S. aureus, the second treatment gave a moderate inhibitory power of 9.013±1.841a, and in E. coli, the second treatment gave a weak inhibitory power of 3.24±3.748a. The conclusion of studies showed royal jelly with dilution variety could be antimicrobial agent and to be strongest inhibitor in L. monocytogenes and lowest in E. coli. The suggestion of studies needs management in the isolates of bacteria available and should be estimated before we do the research about antimicrobial activity inhibitors.

The Determination of Antimicrobial Activity of Anti–Inflammatory Herbal Collection

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This article discusses the determination of antimicrobial activity of anti–inflammatory herbal collection. At present in connection with a considerable growth of cold and inflammatory diseases creation of biologically effective preparations is one of the most actual problems. With this in mind, we determined the antimicrobial activity of the composition of anti–inflammatory herbal collection.