Articles

Proposed Marketing Strategies to Increase Sales of Kira Almond

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In the last five years Indonesia has experienced an increase in gross domestic gross which has a direct impact on increasing public consumption. However, in 2020 there was a change in the consumption patterns of Indonesian people towards food and beverages consumed due to the COVID-19 pandemic. People began to change their consumption patterns to a healthy lifestyle by consuming more nutritious foods and drinks. A noticeable change is the pattern of milk consumption which has changed to plant-based milk. Kira Almond is an MSME company that runs in the field of food and beverages which was founded in 2018. Kira Almond Milk was created to help people who are lactose intolerant, pregnant and lactating mothers, and to support people with a healthy lifestyle. However, during the COVID-19 pandemic Kira experienced sales that tended to stagnate and decline because it could not market its products optimally. This study aims to identify factors that affect brand awareness of Kira Almond and formulate strategies to increase sales of Kira Almond. The method used for data collection is quantitative method and descriptive statistics. Data was obtained from interviews with the owner of Kira Almond, questionnaires distributed to 204 respondents, and literature studies. The use of internal analysis tools such as 4P marketing mix, VRIO, and STP as well as external analysis tools such as Porter’s Power Analysis, PESTEL analysis, competitor analysis, and consumer analysis followed by SWOT and QSPM analysis were conducted to determine the optimal strategy to increase brand awareness and purchase intention of Kira Almond.

Based on the results of the study, Kira Almond can increase promotional activities and placement to increase the company’s brand awareness which will have a direct impact on consumer purchase intentions. In addition, based on the results of the analysis, five alternative strategies are obtained and the preferred strategy is to invest in promotional activities and channels such as social media advertising, partnerships with influencers, or events to increase brand awareness or equal to the W-T2 strategy.

Proposed Marketing Strategies for CNG Product from PT Migas Hilir Jabar

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The demand for fuel in Indonesia is currently on the rise due to population growth. Among the fuels experiencing increased demand is CNG (compressed natural gas), which is derived from natural gas. This surge in demand has led to intense competition within the CNG market. PT Migas Hilir Jabar is facing challenges in competing in this market, primarily due to higher product prices compared to competitors and limitations in terms of human and financial resources. At present, PT Migas Hilir Jabar has only one customer, Grand Hotel Preanger. Consequently, it is crucial for the company to analyze the reasons behind potential customers not choosing them as their CNG supplier. The research conducted employs a descriptive qualitative method and involves interviews utilizing the AIDA model. The selection of companies for this study aligns with the target market of PT Migas Hilir Jabar. The gathered data is subjected to various analytical techniques, including 4P marketing analysis, competitor analysis, consumer analysis, PESTEL analysis, SWOT analysis, and TOWS analysis. The research findings underscore the necessity for the company to enhance sales efficiency. Collaborating with strategic partners who can optimize the operationalization of CNG business, ensure the availability of supplies according to customer demand, and build brand awareness for increased recognition.

Proposed Marketing Strategies for Brush and Palette Coffee to Increase Sales

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The F&B market in Indonesia, including coffee shops such as Brush and Palette, has experienced significant growth due to increased consumption in Indonesia. With increasing consumption in the F&B industry, there is a target market for coffee shops. From interviews with the owner of Brush and Palette, it was revealed that sales were stagnant and below target which raised concerns about revenue stability and sustainable growth. By focusing marketing efforts on promoting and eliciting purchase intent, Brush and Palette can strategize to increase sales and align with customer preferences. Further research is needed to refine market segmentation and develop more precise targeting strategies. The purpose of this study is to identify the factors that influence and increase sales of Brush and Palette. This research uses quantitative research methods with descriptive statistics. The sample for this study consisted of 200 respondents who were taken using the non-probability sampling method. The questionnaire will use a Likert scale with five levels, which represent the scale intervals. Questionnaires will be distributed online. The research tool used in this research is a questionnaire. Data analysis methods are divided into two, namely internal analysis (7Ps of the marketing mix and STP) and external analysis (PESTEL Analysis, Porter’s Five Forces Analysis, Competitor Analysis, and Customer Analysis). Then, the data were analyzed using SWOT and TOWS analysis.

Based on the research results, companies must carry out effective promotional activities so that they can easily attract potential or existing customers to buy or repurchase Brush and Palette products. Affordable prices and quality products can attract consumers to buy Brush and Palette products. Brand awareness of buyers must be increased by Brush and Palette because it has a positive effect on purchase intentions. Several strategies that can be implemented in Brush and Palette are utilizing strategic locations and interior design to attract new customers and increase menu choices and facilities to strengthen their competitive position through these strategies.

Proposed Marketing Strategies of Indihome TV to Increase Brand Awareness and Subscribers

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Over-the-top (OTT) platforms have experienced phenomenal global growth in recent years. Indonesians are increasingly turning to OTT for their favorite shows. Nearly one in three Indonesians now stream OTT. Indihome TV, is a Video Over The Top (OTT) application service that allows users to experience IndiHome TV on various devices. PT. Telkom’s development of its own OTT platform, such as Indihome TV, is crucial for maintaining a competitive edge in the telecommunications industry. However, despite the availability of IndiHome TV on the application, only a limited number of users are aware of its existence. There are only a few active users of the IndiHome TV app.The low number of subscribers of Indihome TV presents a significant challenge. To address this issue, it is crucial for the company to enhance brand awareness and develop strategies tailored to their target consumers. The objectives of this research are to increase brand awareness of Indihome TV, identify significant product attributes influencing customer purchase intention, and design effective marketing strategies to promote the Indihome TV premium package. A quantitative methodology is employed, involving customer analysis and hypothesis testing. Questionnaires are distributed to potential target market respondents who have previous experience with OTT platforms. The collected data is processed using SMART PLS. The research findings reveal that Social Media Marketing and E-WOM have a positive impact on Brand Awareness. Additionally, significant product attributes influencing customer purchase intention include content variety, available payment options, and compatibility. Both Brand Awareness and Product Attributes positively influence Purchase Intention. Based on these findings, several recommendations are made. These include collaborating with local film production companies to enhance content offerings, partnering with Telkomsel to create bundled packages, implementing a point-based system to encourage user reviews, and delivering a seamless user experience across platforms and devices. These strategies are derived from internal and external analysis, as well as the SWOTTOWS analysis and QSPM Matrix.

Emerging Market Entry: Innovative Marketing Approaches for Tirtagangga Hot Spring Resort Targeting Gen Z and Millennials

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Indonesia, a populous country, exhibits a significant population size. As per data from the Ministry of Home Affairs of the Republic of Indonesia via the Dukcapil Directorate General, the largest generation in Indonesia comprises Gen Z and Millennials. These two generations display various behavioral differences compared to preceding generations, particularly in their travel habits. In order to attain the national tourism target, the Ministry of Tourism and Creative Economy (Kemenparekraf) has designated Gen Z and Millennials as the primary target demographic. Tirtagangga Hot Spring Resort, currently undergoing rebranding efforts, aims to penetrate the Gen Z and Millennial market. Initial research suggests that Tirtagangga Hot Spring Resort faces challenges in attracting hotel guests from this new market. This study employs a quantitative approach, utilizing a questionnaire for customer analysis, and employs SMARTPLS for data processing and hypothesis testing. The research entails conducting interviews with 12 individuals, including business owners and their marketing department. The outcomes reveal a positive impact of Social Media Marketing on Brand Awareness and Brand Image, while Brand Awareness and Brand Image, in turn, positively influence Purchase Intention. Based on these findings, the authors propose several strategies to augment sales, leveraging the SWOT and TOWS tools encompassing both external and internal analyses. The recommended strategy revolves around diversifying promotional strategies that specifically target the hotel’s updated style and activities, aiming to captivate attention and generate interest. A key focus is placed on highlighting the hotel’s unique blend of modern aesthetics and hygienic surroundings. The promotional efforts should emphasize the newly adopted style of the hotel while concurrently advancing its renovation endeavors. This approach effectively showcases the hotel’s fresh aesthetic while preserving its renowned heritage. Additionally, the hotel should enhance its offerings by introducing supplementary activities and amenities, enriching the overall guest experience.

 

Analyzing Factors Influencing Purchase Intention for Crevolene Products from Evolene Company: A Study on Brand, Packaging, Promotion, Price, and Quality

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The Indonesian market for dietary supplements, including products like creatine supplement, has seen significant growth due to the increasing focus on health and wellness. With a rise in fitness activities and a health-conscious population, there is a target market for such supplements. From the interview with the CEO of Evolene, it revealed a notable fluctuation in Crevolene sales since November 2022, raising concerns about revenue stability and sustainable growth. Understanding the contributing factors, such as changing consumer preferences, market dynamics, and pricing fluctuations, is crucial to develop effective marketing strategies. Preliminary findings suggest that Crevolene is gaining recognition among individuals who engage in regular workout routines, indicating a potential target market. By focusing marketing efforts on this segment and analyzing purchase intentions, Evolene can tailor strategies to increase sales and align with customer preferences. Further research is needed to refine market segmentation and develop precise targeting strategies. The purposes of this study are to identify the factors that influence Crevolene product from Evolene company sales and to increase sales of Crevolene product of Evolene Company. This study uses a quantitative research method with descriptive statistics. The sample for this research consists of 207 respondents taken by using non-probability sampling method. The questionnaire will employ a Likert scale with five levels, representing an interval scale. Questionnaire will be distributed online. The research tool used in this research is questionnaire. The data analysis methods used are validity test, reliability test, classic assumption test and hypothesis testing using SPSS software. Based on the research results showed that price, promotion and packaging have significant influence on purchase intention. Consumers before making a purchase, commonly check pricing among several brands or goods. A product’s competitive pricing or superior value as compared to alternatives might influence consumers’ buying intentions. A product may become more alluring when compared to more expensive choices thanks to price reductions or promotions, Promotions frequently include discounts, exclusive deals, or incentives, which give the buyer the impression that they are getting more for their money. Their opinion that they are receiving a good price or additional benefits may affect their decision to buy, also packaging that is attractive and well-designed may draw customers in, stand out on store shelves, and provide a good first impression.

Analyzing Factors Influencing Purchase Intention for Residential Property Developer on Bandung Barat Regency : A Study on Advertisement, Sales Promotion, Online and Social Media Marketing, and Product Attributes

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MSMEs is the most important pillar to the Indonesia economy because the contribution of this segment is 60,5% to the GDP of Indonesia. Also contribute 96,9% of total national absorption employment. One of the MSME sectors is residential construction. In 2020, the backlog of Indonesia is 12,75 million which means there are 12,75 million families that did not own the house so the demand for residential property is high. There are many residential property companies that serve the low income segment. One of them is  a residential property developer that the author does research for and is one of the residential property companies that is now experiencing decline in sales. They sell the house in the low income segment in Bandung Barat regency in Indonesia.  So when a pandemic hits, the buying power of this segment is getting lower. They focus on buying the essential daily needs such as food and drink, the plan for buying a house will be postponed until their economy gets better. To this scenario, the company must change the segment market to target new potential customers or adjust the product to still be affordable to this segment.  Based on preliminary research, the author found that there is a shift on choosing the channel for seeking a house from offline to online. The purpose of this study is to identify the factors that influence residential property company house sales and to increase sales of house products. This study uses qualitative and quantitative methods. The qualitative method utilised in preliminary research  by interviewing business owner and employee of the company. The quantitative method utilised by questionnaires that are distributed to potential customers. The sample of this research consists of 200 respondents taken by non-probability sampling. The questionnaire will use a likert scale with 5 levels, representing an interval scale. The data analysis methods used are validity test, reliability test, and hypothesis testing using SPSS. Based on the research result, advertising, sales promotion, online and social media marketing, and product attributes have a significant influence on purchase intention.

Maximizing Simultaneous Social Media Communication: A Study on Purchase Intention among Millennials and Generation Z in the Online Language Learning Industry

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Born in the middle of lock down Covid-19 in Indonesia, Cetta Online Class started their journey and currently has more than 1700 enrolling students in 5 language classes. However, Cetta needs to re-evaluate to be able to win the market and grow their sales, as they enter the market by using social media marketing communication. Cetta needs to know how to utilize more of their firm-created social media and their ongoing students to be able to generate more word of mouth. Studies have found that firm-created social media communication, user-generated social media communication, and E-WOM have a significant positive impact on purchase intention in several countries. All respondents of this study are millennials and members of Generation Z, as Cetta’s students are Millennials and Gen Z. This research was conducted for academic purposes and to make recommendations for Cetta Online Class, a company in the service industry and, to be more precise, a brand that operates an online foreign language course. This research uses quantitative linear regression approaches with a survey method and cross-sectional research design. The measuring tools of the study designed by Alrwashdeh, Emeagwali & Aljuhmani (2019) to measure E-WOM and purchase intention; and Schivinski and Dabrowski (2016) to measure firm-created and user generated social media communication. The sampling technique used in this research is purposive sampling. This study involved 444 respondents (64% Gen Z and 36% Millennial). The results showed that: First, E-WOM is the most influential factor, but it is surpassed by simultaneous social media communication, which is an integrated communication strategy that incorporates all three elements, including firm-created social media, user-generated social media, and E-WOM. Second, Gen Z respondents have more influence than millennials, which includes both firm-created and user-generated influence. Millennials exceeded Gen Z in E-WOM by 0.02%. Third, the recommended strategies to maximize simultaneous communication are: create new design, social media creative team recruitment, content contests and challenges, student stories and testimonials, student ambassador program, invest more in service quality and learning journey, create a referral program, and build a strong community.

Proposed Marketing Strategy to Increase a Positive Brand Image of RSUD Subang

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Health is a mandatory responsibility of the regional government regarding essential services, as stated in Article 12, Paragraph (1), Letter b of Law Number 23 of 2014 concerning regional government, which has undergone several amendments, most recently by Law Number 11 of 2020, known as the Cipta Kerja Law. According to research conducted by the Badan Pusat Statistik (Central Statistics Agency) in 2022, out of a total of 2,514 public hospitals, 329 of them are situated in West Java, accounting for 13% of the total. This finding reaffirms that West Java continues to have the highest number of public hospitals in Indonesia. One of these hospitals is the Rumah Sakit Umum Daerah (Regional General Hospital) in Subang, owned by the Regional Government of Subang Regency as a Special Organizational Unit, in accordance with Subang Regent Regulation Number 102 of 2021. However, in early March, there was a negative perception among the public about RSUD Subang, potentially stemming from instances of patient rejection leading to death.

The objective of this research is to propose a marketing strategy to improve the healthcare industry’s brand perception in Subang. The research will employ a quantitative methodology, utilizing questionnaires distributed to both patients treated at Subang Hospital and residents of Subang to gather precise data. Once the data is collected, it will be processed using SMART PLS (Partial Least Squares) analysis. The research findings indicate that companies can implement marketing activities that positively influence electronic word of mouth, thereby enhancing the brand image. Consequently, this approach can help rectify the negative perception of RSUD Subang prevalent in society.

Based on these findings, the author provides several recommendations derived from internal and external analyses, including a SWOT (Strengths, Weaknesses, Opportunities, and Threats) and TOWS (Threats, Opportunities, Weaknesses, and Strengths) analysis for RSUD Subang. The suggestions involve implementing a social media plan, conducting marketing campaigns, and maximizing customer testimonials to foster a positive brand image.

The Influence of Critical Success Factors of Innovative Insurance Product Development Concept Test towards Purchase Intention: An Empirical Study of Millennials and Generation Z as Target Market in Indonesia

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The insurance industry faces numerous challenges, including intensifying competition, shifting customer expectations, and disruptive technological advancements. To navigate these challenges successfully, insurance companies must embrace innovation in product development. This approach enables them to meet the evolving needs of customers, adapt to market changes, and deliver greater value to their clientele. In Indonesia specifically, insurance companies face the considerable challenge of low insurance penetration, which has remained stagnant over the past five years from 2017 to 2021 (AAJI, 2022). Furthermore, insurance literacy and inclusion levels are alarmingly low, standing at only 19.40% and 13.15%, respectively, significantly below the Indonesian averages of 38.03% and 76.19% (OJK, 2019). Considering these challenges, PT Delta Echo Lima Insurance (placebo name and hereinafter named “DELI”) aims to address these issues by developing innovative, customer-centric insurance products and aspires to launch a ground-breaking insurance concept in Indonesia targeting Millennials and Generation Z. This research focuses on analyzing the characteristics of the target market and examining the correlation between critical success factors as key dimensions of the concept test for innovative insurance products and their influence on perceived innovation, perceived value, perceived price, and purchase intention. Additionally, an overall relationship model is established to provide a comprehensive understanding of the interconnections between these variables. To gather data, a quantitative approach was employed, utilizing questionnaires as the primary research instrument. The aim was to collect responses from two distinct groups of participants: Millennials and Generation Z. The collected data was then processed using the SmartPLS 3.0 software application, enabling the application of Partial Least Square Structural Equation Modelling (PLS SEM) analysis to derive insights and draw conclusions. This research provides valuable insights into the influence of critical success factors of innovative insurance product development concept tests on various aspects, including perceived innovation, perceived value, perceived price, and purchase intention among Millennials and Generation Z. The findings shed light on the unique characteristics of these target markets and highlight the significance of perceived value in driving customers’ purchase intentions. By understanding these dynamics, insurance companies like PT DELI can better tailor their product development strategies to effectively cater to the needs and preferences of Millennials and Generation Z while addressing the challenges and opportunities within the Indonesian insurance industry.