Articles

The Impact of Perceived Value and Attitude towards Purchase Intention at Sambel Branding Restaurant

/in /by

Sambal is a traditional Indonesian spice that has been an essential component of Indonesian cuisine for centuries. Today, it is considered a staple spice in all Indonesian dishes. The popularity of sambal has attracted many new restaurants of varying scales to enter the spicy food market and utilize the “Sambel” brand as their restaurant attraction. Jakarta, which is one of the eight primary cities in Indonesia, ranks fourth with the most restaurant dine-in visits in 2022. As per the data provided by the Central Statistics Agency (BPS), there are 6,780 restaurant units in Indonesia of medium to large scale. Jakarta secures the top spot as the province with the most medium-scale restaurants in Indonesia, with 3,062 units in 2021. Sambel Korek DNO is one of the dining places in Jakarta with the Sambel, the central outlet is located in Sumur Batu Kemayoran. This establishment is the highest contributor to the sales of Sambel Korek DNO as compared to other establishments. The significant consumption levels of Jakartans and their fondness for spicy cuisine drive new entries to launch their street food stalls, small establishments, and restaurants under the Sambel brand, causing an increase in competition. However, the sales of DNO Korek Sambal did not meet the target this year due to a decline in the number of customers dining at this outlet. This could be attributed to low brand awareness, as many other eateries also use the “Sambel” branding. Additionally, customers’ perception of quality may be influenced by the similarity in offerings with other major players in the “Sambel” market, such as Waroeng SS and Sambal Bakar Indonesia. This research wants to analyze whether perceived value and attitude could mediate brand awareness and perceived quality toward purchase intention for potential customers and existing customers. This research is conducted using SPSS and PLS-SEM. Resulting that Attitude has no mediating effects on brand awareness and perceived quality towards purchase intention. However, perceived quality has mediating effects on brand awareness and perceived quality towards attitude, which has a significant influence on purchase intention.

Propose Marketing Strategies of Oasis Siliwangi Sport Hotel to Increase Brand Awareness and Purchase Intention

/in /by

After the outbreak of the COVID-19 pandemic in 2020, there was a rise in tourist visitors from different parts of Indonesia to Bandung, resulting in a direct boost in the occupancy rate of star hotels in the city. Because of this growth, numerous hotels developed, with the majority being 3-star establishments. The Oasis Siliwangi Sport Hotel is a three-star establishment in Bandung, offering a range of facilities and an ideal location. Oasis Siliwangi Sport Hotel in Bandung is now struggling with a lack of brand awareness, resulting in potential customers being unaware of the hotel’s existence and room occupancy rates. Consequently, this has led to a decline in the intention to make reservations. The objective of this study is to determine the variables that influence the level of brand awareness for Oasis Siliwangi Sport Hotel and develop effective marketing strategies to enhance the likelihood of customers choosing to stay at Oasis Siliwangi Sport Hotel. Data collection comes from primary data and secondary data. The primary data collection strategy is quantitative, utilizing a questionnaire for consumer analysis and hypothesis testing. Secondary data will be acquired from national and international scientific journals, previous research, book literature, government reports, and other reliable source of internet sites. The survey was disseminated to 217 potential target market participants with prior experience lodging at the hotel. The gathered data is analyzed using SMART PLS. The research findings indicate that Advertising and Social Media Marketing positively influence Brand Awareness. Furthermore, brand awareness, price, and facilities influence customer’s purchase intention. Based on these findings, several recommendations and strategies are made. These include create exciting bundling package and loyalty program, optimize promotion activities, utilize advertising to reach consumers, and strengthen hotel facility.

The Effect of Social Media Marketing Activities on Brand Loyalty and Willingness to Pay Premium Price: Brand Equity as Intervening Variable and Income Level as Moderating Variable

/in /by

Currently, the Indonesian society cannot be separated from the need for the internet, which serves various purposes to facilitate their daily activities. The internet is used for accessing information, communication, education, entertainment, as well as business needs. By the end of 2022, the internet was predominantly used for exploring social media and streaming video. One of the companies that provides video-on-demand (VOD) streaming services popular among the Indonesian population is Viu. Viu utilizes marketing activities through social media, including on TikTok. This study intends to investigate the influence of social media marketing activities (SMMAs) on brand loyalty (BL) and willingness to pay premium price (WPP), with brand equity in terms brand awareness (BA) and brand image (BI) as a mediating factors and income level as a moderating factor. The research adopts a quantitative method with a causal approach. The population for this study comprises all followers of Viu’s TikTok account and Viu users. Purposive sampling, a sample selection technique based on specific considerations, is employed. Data collection is conducted through online questionnaires via google form. The data analysis technique utilized in this study is SEM-PLS using SmartPLS 3.2.9. The research findings indicate that SMMAs have a positive and significant influence on brand awareness and brand image. Brand awareness does not affect brand loyalty and willingness to pay premium price. However, brand image has a positive and significant influence on brand loyalty and willingness to pay premium price. Brand loyalty has a positive and significant influence on willingness to pay premium price. Brand awareness does not mediate the relationship between SMMAs and consumer willingness to pay a premium price, but brand image mediates this relationship. Furthermore, income level strengthens the relationship between brand loyalty and willingness to pay premium price.

Proposed Marketing Strategy to Improve Mutual Fund Asset under Management (AUM) Growth of PT. Anargya Aset Management

/in /by

People frequently use the asset under management (AUM) of investment management companies as a key indicator when evaluating their investment options. Anargya AUM is not competitive enough, ranking 72 from 95 investment managers in Indonesia. Anargya feels the need to prioritise increasing their AUM in order to capture leads so it can be converted into sales. Anargya needs to evaluate their marketing strategy to increase brand awareness, in hope to increase their mutual funds AUM. The author will then examine the marketing mix (7P) and lastly SWOT/TOWS matrix was developed before coming up with a marketing communication strategy that is appropriate for the research object. Mediocre marketing strategy can hinder the company’s ability to be presence both in physical and digital. Anargya not prepared enough to communicate its brand message. This investment management company can overcome the challenges and improve their marketing strategy and social media presence, leading to enhanced brand awareness

The Effect of Digital Marketing Implementation Towards Muslim Fashion Brand Awareness and Brand Image on Covid’19 Pandemic

/in /by

Digital marketing has a positive impact on brand awareness and brand image. This can have a good effect on the economy as it can increase brand awareness and brand image of Muslim fashion brands. This good economic effect will translate into improved company performance in covid’19. This study aims to determine the influence of the company’s digital marketing on brand awareness and brand image on covid’19 in Muslim fashion brands. This study uses multiple regression on panel data from a sample of 100 respondents based in Indonesia. The variable of this research is digital marketing in Muslim fashion brands. Other variables are brand awareness and brand image to see what effect digital marketing has on these variables in covid’19. The results of the study resulted in t value > t table and sig < 0.05 from each hypothesis that everything was declared accepted because t value > t table and sig < 0.05. This study shows a significant influence of digital marketing on Muslim fashion brands on brand awareness and brand image during the covid’19 pandemic.

Proposed Marketing Strategy for Coffee Shop in Jakarta

/in /by

Most Indonesian people, especially the millennial generation, has adopted hanging out and drinking coffee into their way of life as a way to support their daily activities. coffee consumption hit 3,3 million bags @60kg, and the end of the year of 2021 it reached 5 millions of bags. Sicangkir Coffee is a coffee shop that placed in Pasar Minggu, South Jakarta which following the trend since 2018. After Pandemic covid-19 hit indonesia in 2020, sicangkir sales decline a lot and trying to regain the sales they used to have. Sicangkir have challenges due to proliferation of coffee shops in Jakarta.

Finding an appropriate marketing strategy to improve Sicangkir Coffee sales is the goal of this study. Internal and External analysis is carried out to understand business problem broadly and deeply. Analysis of the internal focus on STP (Segmenting, Targeting and Positioning) and Marketing Mix (7P), while the external analysis focus on PEST analysis, Porter Five Forces and Competitor Analysis. In this research both primary and secondary data were collected for analysis. All the analysis result are summarized in SWOT framework (Strenghts, Weakness, Opportunitites and Threats) and further analyzed using TOWS matrix to generate several strategies proposals.

Proposed Marketing Strategy to Enhance Brand Awareness for Wisata Murah Indonesia

/in /by

Tourism is one of the industries most impacted by the COVID-19 pandemic. As the virus recedes, the tourism industry is experiencing a revival, resulting in increased competition. Nevertheless, numerous businesses are unable to regain their prepandemic positions. Wisata Murah Indonesia is among the companies facing this situation due to the company’s lack of brand awareness. This research aims to raise awareness and develop a new marketing strategy for Wisata Murah Indonesia in order to boost revenue. This research uses two methods of analysis, namely the qualitative method and the quantitative method to conduct internal and external analysis. The outcomes were then used as the foundation for a SWOT analysis, which was followed by a TOWS analysis and a QSPM analysis to identify possible implementation strategies. This analysis results in a new business strategy to increase revenue at Wisata Murah Indonesia is to create affordable, trend-based special tour packages and to add passport and visa-making services so that customers are attracted by the convenience of travel. Additionally, raise awareness by conducting online and offline promotions. Online promotions include collaborating with influencers and adding new marketing channels, namely TikTok and YouTube. Offline promotion is by making tour packages with special prices or discounts for offline purchases, such as at the Travel Fair. Wisata Murah Indonesia can also improve their brand reputation to increase customer loyalty and potential customers.

Developing Marketing Strategy Initiatives to Enhance Customer Acquisition and Customer Retention for MedTech Startup (Case Study: Riliv)

/in /by

In response to increased consumption, the MedTech market in Indonesia, which includes applications for mental health services, has experienced phenomenal growth. However, customer acquisition and retention have emerged as significant obstacles for businesses such as Riliv, a prominent mental health service application. This study seeks to identify the factors that influence and improve Riliv user acquisition and retention among non-users, current users, and former users. A quantitative research strategy employing descriptive statistics and a non-probability sample of 200 respondents were utilized. To capture data, the Likert scale questionnaire was distributed online. The research included both internal and external analyses (STP, 7Ps of the marketing mix, and VRIO) as well as PESTEL, Porter’s Five Forces, competitor, and customer analyses. The SWOT and TOWS analyses were then conducted. The findings highlight the importance of effective promotional activities, competitive pricing, and superior product quality and service in attracting and retaining Riliv users. Increasing brand recognition, enhancing product attributes, and ensuring service quality have been identified as crucial factors positively influencing consumer acquisition and retention. Riliv can implement strategic marketing initiatives such as targeted advertising, influencer collaborations, refined messaging, content marketing, personalized experiences, trial periods, referral programs, and continuous engagement in order to overcome these obstacles. By adopting these strategies, Riliv can position itself as a dependable online mental health services provider and accomplish sustainable growth in the highly competitive MedTech industry.

Proposed Marketing Strategy to Increase Brand Awareness and Purchase Intention of Sliced Tobacco for PT. Taru Martani 1918

/in /by

Tobacco is a leading agricultural commodity in Indonesia. So that it can improve the national economy and improve the welfare of local farmers. Cigarette consumers in Indonesia are very high because people in Indonesia have a smoking culture that has been passed down from generation to generation until today. This triggers the development of cigarette companies in the market. PT Taru Martani is a tobacco company that produces sliced tobacco and cigars. PT Taru Martani has been operating since 1918. However, brand awareness at PT Taru Martani is still low. Therefore, this study aims to obtain a strategy to increase brand awareness and purchase intention at PT Taru Martani. The external analysis used by the author is PESTLE analysis, Porter’s Five Forces analysis, customer analysis, and competitor analysis. While the internal analysis uses marketing mix analysis, VRIO analysis, and STP analysis. Then internal and external factors were analyzed using SWOT analysis, TOWS analysis, and QSPM analysis.

Based on the results of the research, it is known that the causes of problems at Taru Martani are: lack of brand awareness, the use of digital platforms that are not optimal, and product distribution that is not widely distributed. The strategies generated based on the analysis are marketing strategies based on culture and lifestyle, increasing and expanding promotional activities by utilizing social media platforms and online marketing channels to increase visibility and brand awareness, increase product information updates and communicate the advantages of Taru Martani products to consumers, expand networks distribution, focus on product and service quality, as well as discount and promotional offer strategies.

Marketing Communication Strategy to Strengthen Brand Awareness: Case of K Commerce in Indonesia

/in /by

This research outlines a strategy for increasing K Commerce’s awareness of the brand in Indonesia’s competitive eCommerce landscape, specifically in the Jabodetabek region. An integrated marketing communication approach combining segmentation, targeting, positioning, values laddering, and the PDB triangle is offered using Kotler’s STP model and differentiation concept. The findings of the study highlight a positioning and differentiation approach based on customer centricity, trust, innovation, and enjoyment. The importance of optimal content, context, and infrastructure is emphasized. Proposed taglines capture K Commerce’s brand spirit, and the marketing communication strategy devised plans to overcome the awareness-appeal gap, placing K Commerce as a top brand choice among Millennials and Generation Z. This research will be used to improve K Commerce’s awareness and position in eCommerce.