Articles

The Influence of Price and Brand Quality on Market Orientation is mediated by Social Media Marketing

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This research analyzes the factors that influence market orientation in the retail industry, especially supermarkets in Batam City. People tend to want convenience and comfort in shopping, leading to a preference for supermarkets that are clean and modern and provide a variety of products. Batam, as a strategic industrial city, has tight retail competition with the development of minimarkets such as Indomaret and Alfamart. The research used a quantitative method with a questionnaire distributed to 266 respondents, measuring variables such as price, brand loyalty, product quality, service quality, stock, social media marketing, and market orientation. The research results show that price and stock have a significant influence on market orientation, while brand loyalty, service quality and social media marketing have varying influences. Product quality has a significant effect on social media marketing, but social media marketing is not significant on market orientation. The limitation of this research lies in the limited variable focus. It is recommended that further research add variables such as customer satisfaction, purchase intention, and consumer decision to expand understanding of the factors that influence market orientation.

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.

Proposed Marketing Strategy Development for Local Cattle Frozen Semen Sales (Case Study: Balai Inseminasi Buatan Lembang)

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BIB Lembang was constructed in 1975 and became the first Artificial Insemination Center to be developed in Indonesia. BIB Lembang is also a Technical Implementation Unit which is under the Director General of Livestock and Animal Health and is responsible to the Director General of Livestock and Animal Health and is technically fostered by the Director of Livestock Breeding and Production with production duties. Marketing, testing, and monitoring of superior livestock semen quality, as well as preparation of artificial insemination methods. Meanwhile, based on the author’s initial research and problem-solving efforts, The research’s findings indicate that although BIB Lembang continues to have strong customer loyalty, a large number of its patrons still choose imported cattle frozen semen to local cattle frozen semen. The purpose of this study is to identify the factors that influence customer satisfaction in relation to service quality, as well as the impact of human resources capability and technological infrastructure support on the quality of local cattle frozen semen products. Additionally, a business strategy to enhance competitiveness in the local cattle semen market will be designed. Both quantitative and qualitative methods will be used in this study. STP methodology and customer analysis both employ quantitative methodologies. Internal study of “Current Marketing Capability” and the search for preferences in “secondary data” were used in the data collection process. Seven people were interviewed using the qualitative method, one of whom was the head of BIB Lembang. Based on the research findings, companies can implement business strategies such as service quality to boost sales of local frozen cow semen. These strategies should be complemented by superior human resource competence, adequate technological infrastructure, good online ordering facilities – Sijalu, and customer satisfaction. To develop a SWOT Analysis and TOWS matrix for BIB Lembang in order to obtain a competitive edge and boost sales of local cattle frozen semen, the internal and external aspects will be analyzed using PESTEL analysis, competitor analysis, current marketing capability, and competitor analysis.

The Effect of Quality, Brand Trust, and Brand Image of Cataflam™ on Patient Loyalty: a case study on K24 Pharmacy Yogyakarta

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The success of a business is determined by how high consumer loyalty is to the brand owned by the business. High consumer loyalty is determined by product quality, brand trust, and brand image. Cataflam™ as one of the trademarks of a group of pain relievers belonging to the category of non-steroidal anti-inflammatory drugs (NSAIDs). Currently in almost all pharmacies, Cataflam™ is considered the best selling pain reliever compared to other brands. This study aims to observe the effect of product and packaging quality, brand trust, and brand image of Cataflam™ on patient loyalty at Apotek K24 Yogyakarta. Descriptive research method was carried out with student t-test to see the relationship between variables on patient loyalty. The convergence analysis of the questionnaire was proven by loading factor and AVE value, while the reliability analysis of the questionnaire was proven by Cronbach’s alpha and composite reliability (CR). Descriptive data collected from 100 patients showed that the questionnaire was reliable and converged with a loading factor of 0.773 to 0.959; AVE value 0.657 to 0.832; Composite Reliability (CR) value 0.884 to 0.933; and Cronbach’s alpha value 0.825 to 0.899. The results of the student t-test analysis showed that all p-values were less than 0.05. The conclusion of this study is that the quality, brand trust, and brand image of Cataflam™ as a pain reliever have an effect on patient loyalty.

The Effect of Fermentation Time on Product Quality of Cowpea (Vigna unguiculata L.Walp) Soft Cheese with Starter Culture of Lactobacillus plantarum B1765

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This research was conducted to determine the effect of fermentation time on lactic acid bacteria (LAB), pH, total titrated acid (TTA) and organoleptic (taste, flavor, color and texture) of cowpea soft cheese (Vigna unguiculata L.Walp) with starter culture Lactobacillus plantarum B1765. L.plantarum B1765 had been studied has a probiotic characteristics.   The fermentation time was 0, 6, 18 and 24 hours. The methods were total plate count (TPC) to measure the number of LAB, pH meter to measure pH, acid-base titration to measure TTA, and hedonic test for organoleptic. The results showed that the fermentation time affected the number of LAB, pH, TTA and organoleptic. The number of LAB increased by 3 log cycles from 8.7 x 106 CFU/mL to 5,3 x 109 CFU/mL. The pH value decreased from 6.53 to 3.69. The TTA value increased from 0.45% to 1.79%. The highest level of preference for taste, texture, color and flavor was at 18 hours of fermentation with a value of 3.17; 2.77; 2.70; 2.97 (likes). Cowpea soft cheese with starter L.plantarum B1765  could be improve potentially  as vegetable cheese and  probiotic agent.

 

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.