Abstract :

This study investigates the effectiveness of digital marketing strategies employed by Nogi Livin, an emerging Indonesian furniture company, in enhancing brand awareness and influencing customer decision journeys. The global furniture market’s expansion is leveraged by digitalization and changing consumer preferences, presenting challenges and opportunities for companies like Nogi Livin. Using the McKinsey Consumer Decision Journey Model, this research delineates the impact of social media strategies on customer engagement and purchasing decisions. A mixed-method approach, including quantitative data from online surveys and qualitative insights, was employed. Structural Equation Modeling (SEM) was used to measure the relationship between online presence and brand awareness, and subsequently, the influence of brand awareness on customer engagement. Findings indicate a significant positive correlation between strategic online engagements and enhanced brand awareness, which strongly links to increased customer engagement and positively affects the consumer decision journey. This research contributes to theoretical and practical understandings of digital marketing’s impact in the furniture industry.

---

Keywords :

Brand awareness, Consumer Decision Journey, Digital marketing, Furniture Industry, Social Media Strategy

---

References :

1. Precedence Research. (2022). Furniture Market (By Product: Beds, Tables & Desks, Sofa & Couch, Chairs & Stools, Cabinets & Shelves, Others; By Material: Metal, Wood, Plastic, Glass, Others; By Application: Residential, Commercial) – Global Industry Analysis, Size, Share, Growth, Trends, Regional Outlook, and Forecast 2023-2032. https://www.precedenceresearch.com/furniture-market. 
2. Datta, S. (2019). Technological advancements in the furniture industry and their consumer impact. Journal of Market Innovations, 7(2), 15-29.
3. Holliman, G., & Rowley, J. (2014). Business impacts of social media and digital marketing. Journal of Digital Marketing, 12(1), 45-61.
4. Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of social media. Business Horizons, 53(1), 59-68.
5. Berthon, P., Pitt, L., Plangger, K., & Shapiro, D. (2012). Marketing meets Web 2.0, social media, and creative consumers: Implications for international marketing strategy. Business Horizons, 55(3), 261-271.
6. Winer, R. S. (2009). New communications approaches in marketing: Issues and research directions. Journal of Interactive Marketing, 23(2), 108-117.
7. Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57(1), 1-22.
8. Chaffey, D., & Smith, P. R. (2013). E-marketing Excellence: Planning and optimizing your digital marketing. Routledge.
9. Goh, K. Y., Heng, C. S., & Lin, Z. (2020). Social media brand community and consumer behavior: Quantifying the relative impact of user- and marketer-generated content. Information Systems Research, 24(1), 88-107.
10. Kietzmann, J. H., Hermkens, K., McCarthy, I. P., & Silvestre, B. S. (2018). Social media? Get serious! Understanding the functional building blocks of social media. Business Horizons, 54(3), 241-251.
11. Brodie, R. J., Ilic, A., Juric, B., & Hollebeek, L. (2011). Consumer engagement in a virtual brand community: An exploratory analysis. Journal of Business Research, 66(1), 105-114.
12. Hollebeek, L. D., Glynn, M. S., & Brodie, R. J. (2014). Consumer brand engagement in social media: Conceptualization, scale development, and validation. Journal of Interactive Marketing, 28(2), 149-165.
13. Tafesse, W., & Wien, A. (2018). Implementing social media marketing strategically: An empirical assessment. Journal of Marketing Management, 34(9-10), 732-749.
14. Laroche, M., Habibi, M. R., Richard, M. O., & Sankaranarayanan, R. (2013). The effects of social media based brand communities on brand community markers, value creation practices, brand trust and brand loyalty. Computers in Human Behavior, 28(5), 1755-1767.
15. Lemon, K. N., & Verhoef, P. C. (2016). Understanding customer experience throughout the customer journey. Journal of Marketing, 80(6), 69-96.
16. Richardson, A. (2010). Using customer journey maps to improve customer experience. Harvard Business Review. Retrieved from [source link].
17. Frow, P., & Payne, A. (2007). Towards the perfect customer experience. Journal of Brand Management, 15(2), 89-101.
18. Edelman, D. C., & Singer, M. (2015). Competing on customer journeys. Harvard Business Review, 93(11), 88-100.
19. Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E., & Tatham, R. L. (2006). Multivariate Data Analysis (6th ed.). Upper Saddle River, NJ: Pearson Prentice Hall.
20. Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39-50.
21. DeVellis, R. F. (2016). Scale Development: Theory and Applications