Articles

A Comparative Study on the Buying Behaviour of Generation Z and Millennials

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This study explores generational differences in consumer behaviour by comparing Generation Z (Gen Z) and Millennials in the Indian context. Using a quantitative research design, data was collected from 60 respondents (25 Gen Z and 35 Millennials) through a structured questionnaire administrated via Google Forms. The study tested five hypotheses concentrating on brand loyalty, social media influence, price sensitivity, product preferences and demographic influences. Statistical analyses including independent samples t-tests, chi-square tests, ANOVA, and regression were performed using SPSS. Results revealed no statistically significant differences between the two generations across the examined factors, although descriptive statistics suggested marginal tendencies, such as Gen Z showing slightly higher price sensitivity and responsiveness to discounts. The findings suggest that while subtle variations exist, both generations demonstrate broadly similar buying behaviours in the digital marketplace. The study contributes to generational consumer research and offers practical insights for marketers to design inclusive strategies that address the shared preferences of these cohorts.

Marketing Challenges Faced by Agri and Allied Startups: A Study on Selective Organisations in Madhya Pradesh

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In the evolving landscape of agribusiness, understanding the marketing challenges faced by agri and allied startups is essential for fostering sustainable growth and innovation. This research delves into the complex interplay of economic, social, and technological factors that impede the marketing efforts of these nascent enterprises in Madhya Pradesh. By examining selective organizations within the region, the study aims to identify key barriers and enablers specific to the agri startup ecosystem. Initial findings indicate that inadequate access to funding and resources significantly hampers marketing initiatives, restricting startups from implementing comprehensive marketing strategies (Lawrence OU, 2025). Furthermore, the lack of market intelligence and understanding of consumer preferences obstructs these organizations from effectively positioning their products and services within a competitive marketplace (Khalisha A et al., 2025). A crucial aspect of the research involves evaluating the role of digital marketing platforms which, despite having emerged as critical tools for connecting with consumers, remain underutilized by many agricultural startups due to limited technological expertise (K Morin et al., 2024). The study highlights the need for targeted training programs that equip entrepreneurs with the knowledge required to leverage these platforms efficiently. Additionally, the uniqueness of cultural and regional contexts in Madhya Pradesh necessitates tailored marketing strategies rather than a one-size-fits-all approach commonly employed by larger firms (Maulana FR, 2024). Market segmentation also reveals significant insights; locally produced goods often compete with well-established brands that dominate consumer preferences, leading to a challenge in brand recognition and loyalty for these startups (K Morin et al., 2023). With consumers increasingly inclined towards sustainability, startups have an opportunity to capitalize on this trend by emphasizing organic and environmentally friendly practices in their marketing campaigns (Elragal R et al., 2024). However, the research uncovers that many startups struggle to communicate these value propositions effectively, leading to missed market opportunities (Ahmed NZA-A et al., 2024).Moreover, challenges pertaining to supply chain management and logistics further complicate marketing efforts. Inconsistent product quality and delivery issues can undermine customer trust and satisfaction, critical factors that influence long-term business viability (Kountios G et al., 2023). Understanding these logistical hurdles and developing robust supply chain strategies will be paramount for agri startups aiming to enhance their market outreach (Neves MF et al., 2020). The study employs a mixed-method approach, incorporating qualitative interviews and quantitative surveys from selected agribusiness startups in Madhya Pradesh. This dual approach not only enriches the data but also allows for a comprehensive analysis of the marketing challenges faced (Dr.Mishra A, 2025). Field interviews revealed that many entrepreneurs express a desire for stronger networks with industry stakeholders, which could facilitate knowledge sharing and collaborative efforts in marketing (Neves MF et al., 2020). Such collaboration may prove beneficial, as it encourages joint marketing endeavors and resource sharing among startups, amplifying their competitive advantage (R Balaji et al., 2023).Finally, the research concludes by suggesting strategic pathways for these organizations to navigate their marketing challenges more effectively. It emphasizes the importance of developing a coherent marketing strategy that integrates innovative practices with a deep understanding of the local market dynamics (Weerasekera S, 2023). By fostering a culture of adaptability and resilience, agri startups can not only overcome existing hurdles but also leverage their unique positioning in the market to achieve sustainable growth (Kaur R et al., 2023). Overall, the findings of this study underscore the urgent need for more comprehensive support systems that empower agri startups, ultimately leading to a more robust agricultural sector in Madhya Pradesh (Pant M et al., 2023). In sum, this research contributes critical insights into the myriad marketing challenges faced by agri and allied startups, providing a foundation for future studies that can explore additional dimensions of this vibrant yet struggling sector. By addressing these challenges, stakeholders can better support the emergence of successful agricultural enterprises in the region, fostering overall economic development (Iliyas M, 2023)(María Ancín et al., 2022)(Alobid M et al., 2022)(Sexton A et al., 2022)(Robert M Chiles et al., 2021)(Yogesh K Dwivedi et al., 2020).

Digital Transformation of MSME Product Photography in Bandung: Visual Strategies to Enhance Competitiveness in the Online Marketplace

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Micro, Small, and Medium Enterprises (MSMEs) play a vital role in Indonesia’s economy; however, many continue to face challenges in remaining competitive within the digital marketplace, particularly in terms of product visual marketing. This study aims to design an effective and affordable product photography strategy for MSMEs using a Design Thinking approach. A case study was conducted on Qaireenmoez, a fashion-based MSME located in Bandung, which incorporates traditional wastra Nusantara textiles as the core element of its products. The design process followed the five main stages of Design Thinking: Empathize, Define, Ideate, Prototype, and Test. The initial phase identified several key issues, including the difficulty of visually expressing brand identity, limited access to professional photography services, and a lack of understanding of effective digital branding strategies. The resulting visual concept incorporated professional product photography techniques, consistent branding, inclusive model representation, and the enhancement of the aesthetic elements inherent to wastra textiles. During the testing phase, the product photo prototypes were evaluated by 100 potential consumers through an online survey. The results revealed that the newly designed visuals significantly improved consumer perception of the brand and increased purchase intention. These findings underscore the importance of user-centered and strategically designed visual content in enhancing the digital competitiveness of MSMEs. This research offers a replicable visual design model for other MSMEs with limited resources, while also contributing tangible support to the sustainable growth and visibility of MSMEs within the digital economy.

Impact of Online Reviews on Purchasing Decisions: A Cross Generational Study

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This study delves into the influence of online reviews on the purchasing behavior of Generation X, Millennials, and Generation Z consumers in today’s changing digital marketplace. With the prevalence of online reviews that reshape consumer decision-making processes, this study aims to uncover the nuanced differences in how each generational group interacts with and responds to online reviews. Through a meticulous literature review, the paper examines existing studies, identifying a gap in understanding tailored approaches for distinct age groups. The research methodology involves primary data collection through a survey targeting 60 participants across the three generations. Findings suggest distinctive patterns in online shopping habits, reliance on online reviews, and factors influencing purchasing decisions within each group. Though online reviews prove to be significant factor across all generations, varying degrees of reliance and preferences is observed. Furthermore, advantages and disadvantages of online reviews show their pivotal role in consumer decision-making processes, alongside limitations such as sample size constraints and existing factors. The study concludes by emphasizing the importance for businesses to recognize and cater to the unique preferences of each generation, giving insights to navigate the digital shopper’s dilemma effectively. By understanding and adapting to generational needs and preferences, businesses can harness the power of online reviews which is the ‘New Word of Mouth’ to engage with diverse consumer segments, ensuring success in the ever-evolving digital landscape.

The Influence of Digital Marketing Through SEO and Social Media Marketing Activities on Brand Awareness in Building Brand Equity and Brand Loyalty Site Pikiran-Rakyat.Com

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The massive development of the internet has triggered changes in all aspects and industries. Including the mass media industry, so that there is an era of convergence towards conventional media to survive in the digital era. Including the Harian Umum Pikiran Rakyat which has the online news site Pikiran-Rakyat.com in the shadow of Pikiran Rakyat Media Network. Pikiran-Rakyat.com is one of the brave media that provides a lot of information and news not only for the people of Greater Bandung or West Java. It can also be accessed nationally, like other competitors, namely Kompas and Tribun News. The aim of this research is: The aims to be obtained in this research which are designed and adapted to the problem formulation are as follows: Knowing the influence of using Search Engine Optimization on increasing brand awareness, Knowing the influence of Social Media Marketing Activities (SMMAs) on increasing brand awareness, Knowing the influence increasing brand awareness of brand equity and knowing the effect of increasing brand awareness on brand loyalty from Pikiran-Rakyat.com  This research method is quantitative with descriptive analysis techniques and structural equation models or what are called Structural Equation Models (SEM) and Partial Last Square (PLS). The results of this research show that respondents’ responses regarding Search Engine Optimization (SEO), Brand Awareness, Brand Equity and Brand Loyalty are in the good category, while responses to the Social Media Marketing Activities (SMMAs) variable are in the quite good category. The relationship between Search Engine Optimization (SEO) and Social Media Marketing Activities (SMMAs) has a positive effect on Brand Awareness. Meanwhile, the Brand Awareness relationship has a positive influence on both Brand Equity and Brand Loyalty.

The Influence of Tourist Attraction and Digital Marketing on Return Visit Interest with Tourist Satisfaction as a Mediating Variable in Tinalah Tourism Village, Kulonprogo Regency

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The objectives of this study include: (1) To determine the effect of tourist attraction on tourist satisfaction at Tinalah tourist attraction, Kulonprogo Regency. (2) To determine the effect of digital marketing on tourist satisfaction at Tinalah Tourism Village, Kulonprogo Regency. (3) To determine the effect of tourist satisfaction on interest in visiting again at Tinalah Tourism Village, Kulonprogo Regency. (4) To determine the effect of tourist attraction on return visit interest in Tinalah Tourism Village, Kulonprogo Regency, which is mediated by tourist satisfaction. (5) To determine the effect of digital marketing on return visit interest in the Tourism Village, Kulonprogo Regency, which is mediated by tourist satisfaction. The research design used in this research was quantitative research design. The population used in this study were tourists visiting Tinalah Tourism Village, Tinalah, Kulonprogo Regency with a large and unknown number. The sampling technique used in this study is non probability sampling by purposive sampling. The respondents who met the criteria were tourists who had visited Tinalah Tourism Village with a maximum limit of the last three months. The research sample amounted to 150 people. The data collection procedure in this study is to use the questionnaire method. The analytical tool used is Patial Least Square (PLS), which is a variance-based SEM, with SmartPLS 2.0 software. Based on the results of the analysis discussed in the previous chapter, the following conclusions can be given: (1) Attractiveness of tourist objects has a positive effect on tourist satisfaction in Tinalah Tourism Village, Kulonprogo Regency. (2) Digital marketing has a positive effect on tourist satisfaction in Tinalah Tourism Village, Kulonprogo Regency. (3) Tourist satisfaction has a positive effect on interest in visiting again at Tinalah Tourism Village, Kulonprogo Regency. (4) Tourism attraction has a positive effect on interest in visiting again at Tinalah Tourism Village, Kulonprogo Regency, which is mediated by tourist satisfaction. (5) Digital marketing has a positive effect on interest in visiting again at Tinalah Tourism Village, Kulonprogo Regency, which is mediated by tourist satisfaction.

Proposed Marketing Strategy to Attract Potential Customers and Increase Revenue through Product Diversification in Resik Wangi Auto Detailing

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The automotive detailing industry in South Jakarta is experiencing heightened competition, impacting the revenue of Resik Wangi Auto Detailing. This thesis investigates the factors contributing to the revenue decline and proposes a comprehensive marketing strategy focused on product diversification and digital marketing to attract potential customers and increase revenue. The study employs a mixed-methods approach, combining quantitative surveys and qualitative interviews to gather data on customer preferences, market conditions, and business performance. The research identifies that the primary internal challenge is the lack of diversified services, while externally, increased competition and consumer behavior heavily influenced by digital marketing and service quality are critical factors.

Key findings indicate that product diversification, particularly through bundled service packages like the “Signature Menu” and “Ultimate Menu,” can significantly enhance customer satisfaction and loyalty. Competitive pricing strategies and a robust digital marketing presence are essential in attracting and retaining customers. The study concludes that by implementing these strategies, Resik Wangi can effectively address its revenue challenges and achieve sustainable business growth.Recommendations for Resik Wangi include the immediate implementation of diversified service packages, enhanced digital marketing efforts, competitive pricing, and a strong focus on service quality. Additionally, future research should explore further diversification opportunities and the impact of emerging technologies on customer engagement and marketing strategies. This research provides a strategic framework for Resik Wangi Auto Detailing to navigate the competitive landscape, improve market positioning, and increase revenue through targeted marketing and service enhancements.

Optimizing Instagram Management for SMEs: A Case Study of Indonesian Batik SMEs

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A multidisciplinary approach is employed to explore the effectiveness of social media marketing by collaborating with Instagram experts and analyzing qualitative data from SMEs A, SMEs B, and SMEs C. The primary objective is to measure the impact of Instagram usage on SMEs business performance, both non-financial and financial. Additionally, this research offers social media management strategy recommendations that can be directly implemented in social media management experiments by these SMESs to observe their real impact on business performance.

This research findings show significant variations in Instagram adoption among SMEs A, SMEs B, and SMES C. SMEs A and SMEs B require substantial improvements, while SMEs C shows better adoption but still needs enhancement. Increased Instagram presence, better content strategies, and maximum utilization of Instagram features can improve interaction and business performance.

This research provides insights for SMEs to develop effective digital marketing strategies through Instagram. It also offers practical suggestions for academics for long-term research and exploration of other social media platforms like TikTok to provide more comprehensive insights. It is hoped that this study will assist SMESs and academics in developing effective and applicable digital marketing strategies.

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.

Marketing Strategy for a Premium Service Office Provider in a Competitive Market in Jakarta. Case Study: The Executive Centre

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The rise of remote work, the gig economy, and the demand for flexible workspaces have significantly impacted the traditional office market, necessitating innovative marketing strategies. This study aims to explore the marketing strategy of premium serviced office providers, focusing on The Executive Centre in Jakarta’s Central Business District (CBD). The research investigates key factors influencing business decisions and customer preferences, providing a comprehensive marketing analysis framework.

The study employs market segmentation, competitive analysis, and SWOT analysis to develop targeted marketing strategies. Key findings suggest that strategic location, transparent pricing, and flexible lease terms are critical in attracting and retaining clients. Recommendations include leveraging digital marketing, forming partnerships with property agents, and addressing the evolving needs of multinational companies and modern workers.

The study also examines the literature on marketing strategies, applying the most recent techniques used by various companies. By incorporating a robust theoretical framework, this research aims to provide insights and perspectives for building the most effective marketing plan. The goal is to enhance The Executive Centre’s market positioning and contribute to meeting future challenges through strategic marketing activities.