Articles

Enhancing Brand Loyalty through Innovative Branding Initiatives in Home Decor Enterprise

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This research evaluates the brand image, satisfaction, trust, love, loyalty, and overall experience of Benison Gorden, known for high-quality curtains and blinds, as it shifts its market focus from the middle to the upper class. Using a mixed-methods approach, the study gathered data through structured surveys and consumer feedback. Quantitative results showed strong performance across various indicators: brand image scores averaged 4.034, 4.000, and 4.025; satisfaction ranged from 4.084 to 4.139; trust averaged between 4.105 and 4.168; love brand indicators scored 4.109, 4.122, and 4.025; loyalty ranged from 4.088 to 4.164; and brand experience ranged from 4.059 to 4.118. Qualitative feedback revealed that consumers appreciate the premium quality and design of Benison Gorden products, associating them with exclusivity and prestige. However, consumers suggested improvements in customer service, personalization, and product customization. The study concludes that Benison Gorden can successfully shift its target market by maintaining high product quality, enhancing customer service, offering personalization, and expanding product options. This strategy aligns with upper-class consumer expectations and leverages their higher spending power. Benison Gorden’s strong performance across key brand indicators provides a solid foundation for this transition. The brand’s ability to evoke high emotional attachment and loyalty suggests it can build a devoted upper-class customer base. Positive overall brand experiences indicate the brand’s capacity to deliver consistent value, essential for growth in a competitive market. As Benison Gorden navigates this market shift, continuous monitoring of consumer feedback and adaptive strategies will be crucial. The research highlights the need for a comprehensive understanding of both quantitative metrics and qualitative insights into consumer behavior and sentiments. This dual approach provides a robust framework for strategic planning and decision-making, enabling Benison Gorden to effectively target the upper-class market. By leveraging its strengths and addressing areas for improvement, Benison Gorden can enhance its competitive edge and achieve long-term success. The study’s findings offer valuable guidance for other brands aiming to shift their market focus, demonstrating the effectiveness of integrating quantitative and qualitative data to inform strategic direction and ensure a successful transition.

Product Diversification to Increase Consumer Satisfaction: A Development Research Study

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This research aims to develop Banana Royals business products through product diversification in order to increase consumer satisfaction. The method used in this research is the SCAMPER method, which will help in generating new ideas for product diversification. This research will also focus on understanding consumer needs and preferences to increase consumer satisfaction. Research and development employing a combination of approaches, including quantitative and qualitative methods, is the development research methodology employed in this study. Interviews and questionnaires will be used to obtain data involving 30 consumers who have used Banana Royals products, observations of existing products, as well as studies of related literature. The conclusions of analytical study are displayed as graphs and tables. The results of this research indicate that product diversification in the Banana Royals business has a significant influence on consumer satisfaction. Data analysis shows that product diversification is able to attract consumer interest. In addition, the implementation of product diversification was followed by measuring consumer satisfaction which showed an increase in the level of consumer satisfaction after the new product was introduced.

The Influence of Promotion and Product Quality on Purchase Decisions Mediated by Consumer Satisfaction at PT. Maybank Indonesia Finance

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The purpose of the study was to determine the effect of promotion and product quality on purchasing decisions mediated by consumer satisfaction at PT. Maybank Indonesia Finance. The population is 1,097 people. The sampling technique used non-probability sampling with a sample of 100 respondents. Then processed using PLS-SEM. Promotion results have a significant effect on purchasing decisions, and product quality does not have a significant effect on purchasing decisions, for promotions has a significant effect on satisfaction, and for product quality does not have a significant effect on consumer satisfaction, for consumer satisfaction has a significant effect on purchasing decisions, and promotions have an effect significant effect on purchasing decisions that mediate consumer satisfaction, product quality does not have a significant effect on purchasing decisions that mediate consumer satisfaction.