Articles

The Influence of Social Media Marketing Activities on Brand Equity and Customer Response on Laidlunos

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The Indonesian cosmetics industry is expected to experience sustainable growth from 2023 to 2028, driven by a growing interest in health and beauty among the public. This increased awareness has led to higher revenues in the beauty and skincare sectors, especially for local skincare brands. With 213 million internet users and 167 million active social media users, social media plays a crucial role in brand marketing in this industry. Despite producing more content, Laidlunos has struggled to increase social media engagement. This study investigates how social media marketing impacts brand equity and customer response to Laidlunos in Indonesia’s growing cosmetics market. Using a quantitative approach with causal and descriptive objectives, the research surveyed a non-probability sample of 385 respondents. It proposes that various aspects of social media marketing, including entertainment, interaction, trendiness, customization, and risk reduction, have a positive influence on brand equity and customer response. The study aims to improve Laidlunos’ social media strategy by identifying the factors that contribute to brand equity and elicit positive customer reactions. By examining these dynamics, this research provides insights into optimizing social media marketing to enhance brand equity and customer response in the Indonesian skincare sector.

Proposed Marketing Strategy and CRM for a Parking Technology Company (Case Study: PT. Oranye)

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This research examines issues faced by PT Oranye, a parking technology company in Indonesia, the study focusing on enhancing their marketing strategies and client relationship management (CRM) within the B2B landscape. The main problem identified is the company’s struggle to generate sufficient business leads and maintain competitive performance in a post-pandemic market, leading to unsatisfactory revenue achievements. The objective of this study is to analyze the industry perspective and challenges. The research will be utilizing marketing strategies for PT Oranye’s improvement in brand awareness and CRM practices to encounter the business issue. The theoretical data analysis is based on strategic management theories such as PESTLE, Porter’s Five Forces, and competitor analysis for external factors. Internal factors include VRIO, Marketing 4Ps, Value Chain analysis, and interviews as qualitative research to be structured in a Thematic framework with the objective of obtaining useful findings into effective marketing strategies and CRM standardization to improve business performance. The purpose of the study is also to provide PT Oranye with a comprehensive marketing strategy plan to increase brand awareness and strengthen relationships with both new and existing clients. This involves a detailed examination of the internal and external business environment, stakeholder perceptions, and the competitive landscape.

The Influence of Content Marketing towards Word of Mouth with a Mediating Role of Brand Awareness: Study Case at Lazada Indonesia

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The significant decrease in the number of visitors and not the first rank e-commerce platform in Indonesia indicates a decline in brand awareness and positive word-of-mouth. Considering the current critical condition of Lazada Indonesia in terms of awareness, the company must implement an innovative strategy to maintain the attraction of the platform and social media, while also gaining new customers and retaining existing ones. One approach is to efficiently utilize and enhance content marketing using social media to increase awareness of the company, which could result in increased positive word of mouth.

The purpose of this study is to explore the influence of content marketing has on word of mouth among users of Lazada Indonesia, while also examining the mediating role of brand awareness. The data for this research were obtained from a sample of 85 respondents who are users of Lazada Indonesia and who follow Lazada Indonesia’s social media accounts. The analysis and verification of all the results were conducted using SEM-PLS.

The research findings show that Lazada Indonesia’s content marketing has a positive influence on word of mouth and brand awareness among its users. The influence of brand awareness on word of mouth is positive but low influence. Furthermore, content marketing has a positive influence on word of mouth through brand awareness a mediating variable.

Research findings indicated that Lazada Indonesia’s content marketing has a positive also significant influence on word of mouth and brand awareness among Lazada Indonesia’s users. Same as the result of brand awareness has a positive and significant effect on word of mouth. Moreover, there is a positive and significant influence of content marketing on word of mouth through brand awareness as a mediating variable.

Proposed Marketing Strategy to Increase the Sales of Coffee Shop in Banjarmasin (Case Study: Eastland Coffee)

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Eastland Coffee is a coffee shop located in Banjarmasin, South Kalimantan. Eastland Coffee serves a variety of drinks and food such as coffee drinks, non-coffee, snacks, and heavy meals. Previous research shows that there is a potential of coffee industry in Indonesia due to the high and ever-increasing coffee consumption, as well as the thriving coffee shop businesses available in the country. However, the preliminary analysis shows that the sales of Eastland Coffee have a negative trendline and never meet its monthly target. On top of that, the brand awareness is low. Thus, it is at the utmost importance to generate a marketing strategy to increase the sales and the brand awareness. The author conducted internal and external environment analysis with several marketing frameworks. The author also conducted survey that generates 185 respondents. The survey was then ultimately used for the customer analysis. All the analyses result in a proposed marketing strategy in the form of new target market and positioning, as well as new marketing mix (7Ps) for Eastland Coffee to implement in the near future.

Proposed Marketing Strategy to Increase Sales for Lip Tint (Case Study: Feyrely)

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Feyrely.id is a local makeup brand under PT Orion Care Indonesia. Established during the COVID-19 pandemic era, Feyrely.id utilize digital marketplaces for its sales. The brand mainly offers lip products, including lip tint, at affordable price. While the cosmetic market shows significant growth and lip tint products are trending, data indicates low and declining sales of lip tint products, coupled with low brand awareness among consumers. Therefore, this research is conducted to help increasing Feyrely.id’s sales and brand awareness. This study employs both qualitative and quantitative methods. Quesionnares are spread through various consumers to obtain data, along with interviews with Feyrely.id internal team. Secondary data from books and online sources also compliment this research. This research results in the new segmentation, targeting, and positioning for Feyrely.id and a new marketing mix, including product, place, price, and promotion. It can be concluded that Feyrely.id has a solid standing in cosmetic industry with their lip tint products but needs several adjustment to keep being competitive.

Enhancing Nogi Livin’s Brand Awareness: A Customer Decision Journey Perspective through Social Media

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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.

Proposed Marketing Strategy to Increase Sales of F&B Business (Case Study: Kapau Anak Sultan)

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Kapau Anak Sultan is a quick-service restaurant chain specializing in Nasi Kapau, a mixed rice dish from Nagari Kapau, West Sumatra. Established in early 2021, Kapau Anak Sultan currently has over 20 outlets all over the Jabodetabek area and other cities in Indonesia. According to the external analysis, the constant rise of GDP mostly due to F&B businesses and the increase in monthly expenditure for food and beverage has made the outlook for the F&B businesses in Indonesia promising. However, the sales of Kapau Anak Sultan are declining, and brand awareness is still considered low compared to competitors. Thus, this research was conducted to provide Kapau Anak Sultan with marketing strategies aligned with the business strategy. This research used primary and secondary data. To obtain the primary data, both qualitative and quantitative methods were used in this research. To determine the current customer and internal conditions, an in-depth interview with the CEO and management was carried out. Furthermore, an online survey was conducted for the customer analysis, in which 224 respondents were obtained. Meanwhile, the secondary data, for instance, textbooks and previous research journals were used to determine the external conditions. This research affords the new segmentation, targeting, and positioning for Kapau Anak Sultan and provides the new marketing mix (4Ps), such as product, price, place, and promotion. In summary, Kapau Anak Sultan needs to re-assess its resources and capabilities to deliver excellent marketing strategies and be able to survive in the strict competition in the F&B industry.

Proposed Marketing Strategy to Increase Sales Snack Food Popcorn (Case Study: Karmellow)

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Karmellow is one of the popcorn snacks produced by PT Suara Matahari Trading (SUMATRA Group). Karmellow has three flavours of popcorn in 20 grams at an affordable price. Based on the research, there is a demand for snack food, especially popcorn, for consumers in Indonesia due to increasing snack food sales and the increasing global market size of popcorn snacks. However, the trendline of sales of Karmellow popcorn is declining, and the awareness of Karmellow is considered low. Therefore, this research was conducted to help Karmellow increase sales and brand awareness by creating an excellent marketing strategy. In this research, both qualitative and quantitative methods are used. In-depth interviews were conducted with the COO and employees of SUMATRA to know the internal conditions. Secondary data, such as textbooks, was also gathered to determine the external conditions. Besides this, the research also distributed online questionnaires to 252 respondents. This research results in the new segmentation, targeting, and positioning for Karmellow and a new marketing mix (4Ps), such as product, place, price, and promotion, as the proposed marketing strategy for Karmellow. It can be concluded that Karmellow has an opportunity in Indonesia but needs several marketing strategies.

The Impact of Brand Awareness, and Product Attributes to Increase Purchase Intention (Study Case: Transvision)

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In the dynamic landscape of the Indonesian television industry, the rise of over-the-top (OTT) services poses a major challenge to traditional pay-TV providers such as Transvision. Intense competition from emerging OTT providers in Indonesia requires innovative strategies to secure customer acquisition. Indonesia is one of the fastest growing pay-TV markets, with a predicted CAGR of 5% and revenue projections of $633 million by 2025. The demographic differences between OTT and pay TV users, highlight the need for a customized marketing approach. In detail, Transvision, which offers pay TV services through Android TV box devices, faces hurdles in terms of market penetration and brand recognition. This study aims to propose an effective transvision marketing strategy while considering the complex dynamics of the evolving television landscape in Indonesia. Using a quantitative approach, the research conducted an examination of customers and hypothesis testing, administering surveys to android TV box users in the Jabodetabek area. The data, processed through SEM-PLS, indicated that social media marketing and electronic word of mouth positively impact brand awareness. Furthermore, significant product attributes, including variety of content and additional features, subscription package price, and payment method options, were found to influence purchase intention. The study concludes that both brand awareness and product attributes play pivotal roles in shaping purchase intention.