Articles

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.

Developing Strategy to Enhance User Retention and Product Preference in Indonesia OTT Industry (Case Study of Vidio.com)

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The potential growth of video streaming market is derived by the growing revenue the high consumption towards entertainment in the market. This led to the intense competition in the OTT (Over-the-Top) industry, as OTT players focused their business with the subscription model that competed both for content and subscribers. Among the competitors, Vidio placed as the third rank based on the new paying subscribers in Southeast Asia. However, despite the growth of the new subscribers, the existence of weekly subscription still became a challenge to Vidio along with its impact that has tendency to result churn and unhealthy subscription cycle. To formulate strategies to enhance user retention, researcher use Consumer Decision Journey framework (McKinsey, 2009) to analyze the behaviour of the existing and ex-users of Vidio, and Customer Switching Behaviour (Keaveney, 1995) to identify the switching factors. This study conducts a quantitative method through online questionnaire and qualitative method through online interview. Those frameworks show alignment in identified the main factors of user willingness to keep subscribing and the switching factors which are content offerings, price, convenience, attractive interface and brand trustworthiness. This lead to the proposed solution based on the framework used, TOWS matrix and Diamond Strategy Model which focus on improving the competitive advantage of Vidio’s service quality including its content offerings which requires completeness, exclusiveness and attractiveness, as well as product development of feature improvement, personalized recommendation, resolution quality to improve user experience, also strengthening strategic partnership and company driven marketing to enhance the brand attractiveness that will reflect on the consumer-driven marketing while balancing the price offers with the benefit provided.  Lastly, implementing a new subscription pricing strategy by creating a special monthly subscription for high-demand content is needed to result in a healthier subscription lifecycle and to avoid churn users from weekly subscription.