Articles

The Effect of Product Involvement, Perceived Value, and Attitude as Mediation on the Intention to Use “POSPAY” Apps by PT Pos Indonesia (Persero) to Create the Right Marketing Strategy through a Marketing 4.0 Perspectives

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Pospay is an app from PT Pos Indonesia (Persero). The research’s background highlights the competitive pressures in the financial services industry and the necessity for transformational companies to innovate through digital offerings such as the Fintech app. The implications of this research complete a new understanding for the marketing department at PT Pos Indonesia on how to increase customer intention to use. This research can provide evaluation materials and references for implementing the right marketing strategy from the perspective of Marketing 4.0, especially to increase intention to use it with variable mediation of consumer attitudes. The results of this research can provide an overview of the fact that perceived value is the most powerful variable that contributes to efforts to increase intention to use the Pospay App.

The key research problems are the need to identify the determinants of user intention in adopting FinTech apps, the role of consumer attitude in mediating these determinants, product involvement, and the practical implications for marketing strategy development. The research employs a mixed method with a descriptive approach and uses a type-3 problem-solving scenario. Quantitative data is collected through surveys, and qualitative insights are gathered via interviews or focus group discussions. Structural Equation Modelling (SEM) – Partial Least Square (PLS) with WarpPLS software is used to analyze data testing the hypothesis.

The research results are as follows: Product involvement does not have a significant effect on the intention to use but has a significant effect on consumer attitudes; Perceived value has a significant effect on the intention to use and consumer attitudes; Consumer attitude has a significant effect on the intention to use and mediates the influence of perceived value on intention to use but does not moderate the influence of product involvement on intention to use. The research will provide actionable recommendations for PT Pos Indonesia, enabling them to tailor their marketing strategies better through a Marketing 4.0 perspective to meet customer needs and preferences.

The Effect of Micro and Macro Brand Ambassador Related To Soft and Hard Selling Language on Purchase Decision of Piero Shoes in Jakarta, Indonesia

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The local shoe industry in Indonesia is growing, one of the local shoe brands that is well known is PIERO, which has been established since 1999 Having experienced its peak in the early 2000s, many efforts are being made by Piero to maintain its existence. The development of the digital world, especially the social media sector which eventually became social commerce, made Piero think about whether they should choose brand ambassadors and calculate the budget to collaborate with the right brand ambassador. Moreover, there are two kinds of digital brand ambassadors: micro and macro influencers. This issue ultimately becomes a problem that must be answered immediately, because PIERO’s competitors have begun to move rapidly on social media with their brand ambassadors. The purpose of this research is to identify the effect between micro and macro brand ambassadors related to soft or hard language with brand trust, purchasing decision, brand image on Piero shoes. This research is using quantitative design. To conduct the study, the authors recruited 339 participants from an online social media then randomly assigned to one of four conditions: micro influencer with high selling language, micro influencer with low selling language, macro influencer with high selling language, and macro influencer with low selling language. They were then asked to view an Instagram post by the assigned influencer and fulfill the questionnaire. Based on the result of research analysis using spss through multi anova analysis, the author conclude that : Micro brand ambassador with soft selling language is more effective at brand trust and purchase decision, meanwhile Macro brand ambassador with hard selling language is more effective to represent a good brand image to the customer.

Proposed Business Strategy and Optimization in the Creative Business Industry (Case Study: CV. Natural House)

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Creative business industry and along with the digital transformation in Indonesia needs to be explored and expanded further to enable Small Medium Entreprises (SMEs) for it to grow exponentially and effectively since currently, Indonesia is going onto the digital era. Especially after the pandemic, many SMEs in Indonesia have been affected. CV. Natural House is no exception, as transformation and changes are currently taking place in their business system. Natural House is a company that was first established in Yogyakarta operating in the creative business sector and specializing in creative furniture and home decor using recycled materials and upcycle concepts. The drastic changes in the industry have caused the company to have difficulty in several management areas. This research aims to identify those difficulties in the areas that Natural House is currently facing using several analyses for the internal and external ones, such as Root Cause Analysis, Internal Resources Analysis, Value Chain Analysis, Porter’s Five Analysis, McKinsey 7S Model, and 7P Marketing Mix. The purpose of conducting the analysis using the models or framework that were mentioned and finding the problems is to find solutions and business strategies that could be implemented in the company. The findings suggest that Natural House is lacking, not only in its human resources and capital areas but also in its marketing management. Furthermore, Natural House is not considered an ideal company’s structure as of right now. Because of that, five solutions were proposed by the author to Natural House, namely hiring new employees and talent acquisition, skill training and mentoring employees, marketing optimization through the global marketplace, improving their offline platforms such as joining creative exhibitions/fairs and revamping their showroom or office area, the last is apply scheduled evaluation meeting. By this means, this research offered to achieve business solutions and objectives that Natural House might be considered and found useful for further research and business development.

Achieving New Exsport Brand Equity through Improvement of Social Media Marketing Effort (SMME) to Increase Sales

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The creative industry in Indonesia is currently in the spotlight because it contributes significant value to the economy in Indonesia. Therefore, bags brand also plays an increasingly important role in Indonesia’s manufacturing sector and bags industry is one of creative economy in Indonesia. But, fashion industry need more than just only good quality product or good design product, to compete in nowadays, a brand must develop their customer relationship followed by the brand perception. Developing a dynamic and competitive business world demands the company to changes the orientation to the way they create the product, maintain its products, attract customers, and handle competitors. A deep understanding of how product information of a brand competes in the minds of consumers in the intense market competition is very crucial. This research will be used to create a marketing plan for the Exsport bags brand. The study utilized to produce the alternative approach is based on observations of the brand’s internal and external analysis. The qualitative technique, and TOWS analysis are used in the strategy analysis. The qualitative method is used to assess existing market knowledge, which will lead to the identification of new brand value after rebranding, where TOWS analysis will define numerous potential strategies based on external and internal brand analysis. The strategy developed by this research focus on developing a new online media strategy to showcase Exsport’s new value, as well as the relevant strategy used by the firm to compete in the future market.

The Impact of Airline Responds to Service Failure towards Customers’ Satisfaction and Loyalty in the Airline Industry

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This study explores the relationship between airline responses to service failures and customer’s satisfaction and loyalty in the airline industry. Using a framework that includes various airline response categories derived from a service blueprint such as overbooking, flight delays, cancellations, lost or damaged luggage, in-flight service issues, customer service failures, and security issues, this study investigates the relationship between these factors and customer satisfaction, as well as the resulting impact on customer loyalty. A qualitative approach has been used alongside by using non-probability sampling that will be use in this study includes snowball sampling and convenience sampling. Upon collected data through survey, the result is then being regressed linearly in SPSS. The analysis of data reveals that effective and timely handling of service failures, as well as considerate handling of complaints, play a significant role in determining customer satisfaction. In addition, customer satisfaction influences customer loyalty positively, highlighting the significance of service recovery in nurturing long-term customer relationships. The findings emphasize the need for airlines to prioritize efficient service recovery processes, such as transparent communication and adequate compensation for service failures. Future research recommendations include investigating the role of technology in service recovery efforts and other service failure scenarios. This study contributes to the existing body of knowledge on service recovery in the airline industry and offers insights for marketing strategies to increase customer satisfaction and loyalty.

Application of Marketing Mix in Rental Company (Case Study of Pt. Asialog)

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: Since the change into new century, United nations has promoting several urgent matters for improving humanity as whole. One of the point is the severance of climate change, in which affecting all daily activities including business. The matter has force government to enforce more strict regulation for reducing the cause of climate change, one of the main cause is the reducing of planet earth’s green area. Therefore, it affecting all business operation of forest company. In addition, the matter becoming much worst due to massive illegal logging and other acts of reducing forest without responsibilities to mend the damage. The affected companies including PT. ASIALOG are experiencing in lower revenue, this circumstance push the company to finding alternative business opportunity.

It author goal to formulating marketing strategy with finding strong alternative product for the company. nevertheless, there are several critical points to address, the company declare specific request for the alternative business limited to current company’s area of operation. Second, the alternative business should based on company’s tugboat and barge assets.

In this research, the method author used is qualitative research through structured interviews with various stakeholders in the industry and framework used is marketing mix 7Ps with preliminary framework of STP (Segmentation, Targeting, and Positioning). The main point is compare target market of current PT. ASIALOG with alternative business of tugboat and barge using Porter’s five forces template. Following the study, author find alternative business of tugboat and barge for PT ASIALOG is competitive sound and profitable in long term. Based on Porter’s five forces analysis, aspects with high threat level of current business is 21 compare to alternative business of tugboat and barge with 5 aspects. Following the target market analysis, author purposing brand positioning using brand concept image management. The brand image divide into two aspects of functional and symbolic to formulating marketing strategy using marketing mix 7Ps. Overall, author conclude that the alternative business for PT. ASIALOG is competitive and profitable in long term.

Instagram Coffee Shop Content Ideation for Pondok Aren (Bintaro) Community

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The development of the coffee shop industry in Bintaro, South Tangerang is becoming more numerous and varied, this has given rise to competition for customers. Therefor Coffee shop carries out Instagram activities as a channel to provide their content. However, 77.22% of coffee shops are dissatisfied with the performance of their Instagram. In the final project this aims to find out what content attracts the Bintaro Community and how this content influences brand equity. This study uses the PLS method with the independent variable Instagram Attractiveness (IA) and the dependent variables in the form of Brand Awareness (BA), Brand Image (BI), Perceived Quality (PQ), Brand Love (BL) and Brand Re-usage Intention (RI). Data collection used the Google form which was distributed to 210 respondents from the Bintaro community who use Instagram.

From the results of the study, it was found that the Instagram Attractiveness variable was accepted and had a positive impact on Brand Awareness, Brand Image, Perceived Quality. Brand Awareness, Brand Image, Perceived Quality variables were accepted and had a positive impact on Brand Love and Brand Re-usage Intention. However, the Brand Awareness variable for Brand Re-usage Intention is rejected. It can be concluded that Menu, Ambience and Event content at coffee shops are attractive types of content and will have a positive impact on Brand Equity. The solutions given to coffee shops are planning, creating, and also posting menu content, events and also ambience with viral marketing strategies, building Instagram themes for brand images, and also using photography techniques to create content.