Articles

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

/in /by

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

/in /by

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

/in /by

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.

Marketing Strategy to Increase Company Sales (Case Study on CV. Sari Nikmat Semar)

/in /by

Bakso is one of the well-known foods in Indonesia. Those words supported the data of the increase in bakso package consumption in Indonesia in the last couple years. Bandung being the largest area for the increasing bakso package consumption compared to the other cities. This creates a large potential market to increase the sales for the company. However, this situation is different for CV. Sari Nikmat Semar. The company has faced a decrease in their sales especially in the last two years. It is found that the company did not have a marketing strategy to gain their customers in the current market competition. Several studies have mentioned that promotion mix would impact the changing of customer attitude into the purchase intention. Within this situation, this research will find out (1) the effect of internal analysis towards the promotion of the company (2) the effect of external analysis towards the promotion of the company. This analysis will conduct on how the promotion mix influences the changing on customer attitude towards their purchase intention into bakso package products. This research uses mixed methods by doing the in-depth interview and survey questionnaire of the customer that has experience on purchased bakso package products. The author collected the data by coming directly into several traditional markets in Bandung with the main focus on promotion mix. The author finds that there is a differentiation between promotion mix that is chosen by result from in-depth interviews and questionnaire surveys. This research came up with the conclusion that promotion mix will impact customer attitude on doing the process of purchase period. This will help to increase sales of the company.

Proposed Marketing Strategy for Honda WR-V to Improve Brand Awareness and Customers’ Purchase Intention in Central Java and Yogyakarta

/in /by

Honda WR-V was officially launched in Indonesia in November 2022. This Small SUV car is now being promoted around Indonesia, including Central Java and Yogyakarta area. As a new released car, this car should be promoted routinely by the company who represents Honda for Central Java and Yogyakarta. However, that did not seem to be the case as the company was focused on other unit marketing campaign and only relied on uploading simple social media content as well as displaying the car in dealers’ exhibitions. The company’s marketing team needed to create a well-planned marketing strategy to further improve customers’ brand awareness towards this car and to convince them that this car is superior compared to its competitors in the same segment. Thus, it could eventually lead to increase customers’ purchase intention. This study is conducted to understand customers’ brand awareness and perceptions towards Honda WR-V in Central Java and Yogyakarta, and to understand customers’ complex buying behaviour to purchase a car. Focus group discussions were conducted with 20 respondents to gain insights from their point of views. The proposed strategy was developed from internal and external analysis which was summarized into SWOT analysis and TOWS matrix. These findings then were developed into an integrated marketing communication plan as the final proposed marketing strategy for the company to further improve brand awareness and customers’ purchase intention towards Honda WR-V.

Consumer Perception on Drinking Water in Sustainable Tetra Pak Packaging: A Case Study on Product Development of Indonesian Beverage Company

/in /by

The demand for Packaged Drinking Water (PDW) in Indonesia continues to grow due a substantial increase in the population and the challenge of accessing safe drinking water. This creates a larger opportunity to the water market industry, but also to an increase in the plastic pollution crisis. As a response to this, the Indonesian Government has issued updated regulations on waste management to address the emergency on plastic pollution.  In line with the situations, an Indonesian beverage company is planning to launch their innovation on water products in sustainable Tetra Pak packaging. However, as this is going to be the first product to be launched in Indonesia, consumers’ perception and expectation towards the product needs to be explored to be able to decide on the appropriate marketing strategy. This research aimed to decide the appropriate marketing strategy for the sustainable drinking water product by identifying the consumer perception of a product and how several factors within the perception could impact their intention to buy and their decision to purchase. For this purpose, a preliminary qualitative method (semi-structured interview) and quantitative method (questionnaire) were conducted and analyzed through PLS – SEM. The results showed that environmental awareness and packaging are the two attributes within consumer perception that significantly influence purchase intention. Based on the findings, a Green Marketing Mix Strategy should be applied. Using the 4P (Product, Promotion, Price and Place) approach, the solution would involve (1) Green Campaign, (2) Brand Ambassador, Influencer and KOL Marketing, (3) Event Marketing, (4) Packaging Design Collaboration (5) Value-Based Pricing, and (6) Setting Up Sales Channel.

Factors Influencing Customer Purchase Intention in B2B Telecommunication Industry

/in /by

Digital transformation has the potential to improve consumers’ lives by providing new opportunities for business firms to create business value. This phenomenon forces the telecommunications industry to become one of the leading industries in digital transformation as the main digitalization mover and to be able to adapt to the changing trends of the digital transformation era. The increasing trend of digitization and consumption of digital media platforms by global and domestic customers has led to a demand for higher bandwidth with high-speed connectivity. This phenomenon creates new business opportunities for the telecommunication industry. With all the developments in the digital era, the telecommunications industry must adapt to achieve new opportunities in transformation and digital ecosystems that are rapidly developing by increasing the economic value and services of more data-oriented companies. This study aims to determine what factors influence customer purchase intention in B2B telecommunication companies, namely the DWS Telkom division under PT Telkom Indonesia, which plays a role and focuses on carrying out wholesale business portfolio management activities. The division’s mission is to provide sustainable value to wholesale customers through digital connectivity solutions, digital platforms, and communications. This research was conducted using qualitative methods by interviewing 7 existing customers of Telkom DWS using question guidelines to determine B2B product purchasing factors. Results from interviews with customers were analyzed using the triangulation method. The results show that the factors influencing purchasing decisions in the B2B industry are product quality, service quality, relationship commitment, trust, customer satisfaction, and loyalty.

 

Proposed Marketing Strategy to Increase Purchase Intention on Tokopedia Package Subscription

/in /by

Tokopedia is offering merchants a new feature called packaged subscriptions. However, there is evidence of low sales for these paid features. This study creates a marketing proposition to solve this problem with low-purchase packages. The purpose of this study is to identify the top reasons for unwillingness to pay, identify the key factors that motivate sellers to purchase, and identify appropriate strategies to motivate sellers to pay for packaged subscriptions. This research utilizes Triangulation method consisting of internal, external and qualitative analysis to determine that the main drivers of sellers’ purchase intention were price and information quality factors. The study uses the company’s industry environment, competitors, company capabilities, and the user’s analysis to generate recommendations using the QSPM matrix. The most pertinent recommendation is to offer a free trial program and scheduled in-app notifications to boost the seller’s intent to purchase the subscription package.

Proposed Marketing Strategy to Increase Brand Awareness of Inagri

/in /by

The technological developments, population growth and the food needs of the Indonesian people in consuming food. Online grocery stores are growing to meet people’s needs in the digital era. That is what makes INAGRI as an online grocery sales company continue to innovate in agriculture. Starting to change online shopping behavior can be a huge potential market, but INAGRI faces many people who don’t know the INAGRI brand as an online grocery store company, so INAGRI’s sales have not reached the target. Therefore, what factors influence someone to know brand awareness really needs to be known. To create a successful marketing strategy, companies must analyze business problems with internal and external environmental analysis. External environment analysis consisting of; PESTEL (Politics, Economics, Social and Technology, Environment, Law), Porter 5 strengths, competitor analysis and consumer analysis using questionnaires and internal focus analysis on the marketing mix known as the 4P marketing mix and STP (Segmenting, Targeting and Positioning). The root cause of the problem says that brand awareness is not high enough, so purchase intention is also not high enough. This research is a quantitative study using Partial Least Square-Structural Equation Model (PLS-SEM) data analysis with the help of Smart PLS 4.0 software. Primary data was obtained from distributing questionnaires to 220 respondents. The results of data processing show that the variables Sales promotion, advertising, brand interactivity have a positive effect on brand awareness. Only content quality has no effect, then brand awareness also has a positive effect on purchase intention. Recommended marketing strategy recommendations are Providing product promotions with brand interactivity and creative advertising, collaborating with influencers, optimizing and making Video TikTok and Instagram sales marketing through social media, participating in marketing events to increase brand awareness and improve the quality of human resources by attending training digital marketing for INAGRI employees.

Proposed Marketing Strategy for Schouten.id to Increase Brand Awareness and Purchase Intention

/in /by

Schouten.id is a local men’s fashion brand that sells basic wear products and was founded in 2017. Schouten currently has five product categories: outerwear, shirts, pants, and hats. Every year, the number of MSMEs in the fashion sector grows, resulting in the emergence of many new competitors; however, some old competitors have also become obstacles. According to Schouten’s sales data from 2020 to 2022, sales have fluctuated. The author conducted preliminary interviews with fifteen random people, only two of whom were familiar with the Schouten brand. With these findings, it is possible to conclude that Schouten’s use of social media and promotional methods is still not optimal, resulting in a lack of brand awareness. According to the fishbone diagram’s description of the problem, the fluctuations that occur in Schouten are also influenced by product and place factors. The purpose of this research is to determine what factors cause sales fluctuations at Schouten, what factors influence purchase intention, and what marketing strategy suggestions are appropriate to increase brand awareness at Schouten. To achieve the research objectives, the authors will conduct external and internal analysis, resulting in TOWS as a solution. PEST analysis, Porter’s Five Forces Analysis, competitor analysis, and customer analysis were used for external analysis. Customer analysis was conducted by distributing questionnaires at random to 200 respondents, including potential customers. SmartPLS 4 is then used to process the data using the PLS-SEM approach. Then, for internal analysis, VRIO analysis, marketing mix, and STP are used. The TOWS matrix produced 11 strategies, and as many as six of them were chosen to formulate new marketing strategy proposals, which Schouten could then implement based on the implementation plans that had been created.