Articles

Perfume Influencers Impact on Customers’ Purchase Decision of HMNS Perfumery

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Nowadays, due to the fast growth of social media, the number of people using social media increases day-by-day. Influencer is one marketing strategy that has been used by marketers to strengthen brands’ reputations. Hence, the use of digital platforms as a marketing channel has increased. Influencer marketing has been observed whereby well-known social media users are employed by brands to promote their products. However, the problem in the perfume industry’s marketing is that it differs from other things in that its function and utility can be proved and seen easily, whereas it does not apply in the perfume industry.  Fragrance is considered to be a personal preference. Online descriptions rarely correspond to what the consumer imagines. Customers will not know how the perfume smells unless they read other people’s reviews on the internet. Therefore, the author wants to delve more into the impact of those people who are known as perfume influencers evaluations on HMNS brand consumer purchase decisions. This study was created to fill this gap. The purpose of this study is to explore the effect of social media influencers on HMNS Perfumery customer’s decision in purchasing perfume. This paper adopted the Ohanian model of source credibility since the authors aim to examine association between SMIs’ perceived attractiveness, trustworthiness, and expertise. For perfume influencer there is also one competence which the author assumes is needed to have, which is storytelling competence. The relationship between brand image and purchasing decision of perfume was then also investigated. The survey method was used as the research method. Online questionnaire was employed to gather primary data from the respondents in Indonesia. A total of 265 sample HMNS Perfumery customers participated in the survey and collected data was analyzed using PLS-SEM analysis with WarpPLS 8.0 software. Trustworthiness and expertise were found to have substantial impacts to increase brand image. Meanwhile, attractiveness and storytelling competence is not significant for the brand image increase. The results also showed that there was a favorable connection between brand image toward perfume influencers and their decisions to purchase fragrances. In addition to highlighting the study’s contributions to theory and practice, this paper also emphasizes those contributions.

Proposed Marketing Strategy to Increase Brand Awareness for Coffee Shop Business (Case Study on Brand Payu Coffee & Eatery)

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The total distribution of Coffee in Indonesia is increasing every year, and it is in line with the growing of Coffee Shop industry in Indonesia, specifically in Jakarta. Payu is one of local SME Coffee Shop brand located in Gandaria, South Jakarta which was established in 2020. Building brand awareness is important for a new brand, particularly for SME company with an existence of less than five years like Payu. According to interview with Payu’s co-owner that Payu brand awareness is very low which in line with the result of questionnaire from total of 202 respondents shows that 68,8% never heard of Payu before. To analyse the root caused more deeply, researchers used Fishbone Diagram and Inter-relationship Diagram and found that Lack of Marketing effort is primary root cause for Payu. The purpose of this research is to propose a suitable marketing strategy to increase Brand Awareness for Coffee Shops like Payu. Researchers use both quantitative and qualitative methodologies in conducting research. Data collection is done by conducting in-depth interview, distributing questionnaires, and conducting a focus group discussion. The collected data is then used to do analysis based on the collection methods. Quantitative results are used to make Cluster Analysis and Brand Awareness Analysis. While Qualitative results is used to make Behavioural Shift analysis and Brand Concept Mapping. According to focus group discussion, customers are like the coffee trends like Ready-to-Drink Coffee and Snapchilled Coffee. After conducting analysis, the proposed marketing strategies are carried out. Based on BCM model, Payu are relatable with associations links “Nyaman” and “Kerja”. There are three new marketing strategies that can increase coffee shops brand awareness like Payu. First, developing Buyer Persona Creation strategy based on cluster analysis. Second, coffee shops can work with influencers who has audience driven from the Buyer Persona Creation strategy. Third, conduct a brand activation based on the association links from brand concept mapping and invite the chosen influencers.