Articles

Proposed Marketing Strategy for Increasing Batik Danar Hadi Purchase Intention among Gen Y and Z

/in /by

Batik is Indonesian heritage that remains popular and have special place in Indonesia’s fashion industry. Indonesian people nowadays especially generation Y and Z use batik only on certain occasions because most of them still have the impression that batik is old-fashioned and only can be used in certain events. Batik Danar Hadi is one of pioneers for batik brand in Indonesia, their products can be worn daily which not only used for formal or important occasions. This study aims to examines how ad informativeness, ad persuasiveness, and brand awareness variables will influence purchase intention on Batik Danar Hadi with generation Y and Z as the objects. After analysing the result, Researcher proposed marketing strategy to Batik Danar Hadi according to the research results. Researchers have distributed questionnaires to assess the variables of ad informativeness, ad persuasiveness, brand awareness and purchase intentions. The results of the survey were 426 respondents, 350 respondents filled in completely, 25 respondents were dropped due to invalid data (including inverse, standard deviation, and outliers), leaving 325 respondents who met the criteria. Before distributing the research questionnaires, the researcher had carried out a small sample measurement of 30 people to get suggestions, input, and comments from respondents if there were statements that could not be understood. In this study, instrument testing was carried out with reliability and validity tests, model testing, and hypothesis testing using the SmartPLS3 test tool. The researcher developed the solutions as a solution for the business issue in a form of marketing strategy. The results of this study indicate that ad informativeness and ad persuasiveness have a positive and significant effect on brand awareness, while brand awareness has a positive and significant effect on purchase intention.

Proposed Marketing Strategy for Fashion and Accessories Brand to Increase Brand Awareness and Sales Performance (Case Study: Carbon is Lyfe)

/in /by

The world of fashion and accessories is now growing quickly. The presence of digital platforms for conducting marketing and promotion of products also supports this development. The growth of this industry presents Carbon is Lyfe, a local men’s fashion and accessory brand, with a chance to keep growing. However, Carbon is Lyfe encounters several challenges when growing its business, including low brand awareness and incompletely met sales goals. This study aims to analyze the internal and external environment of the Carbon is Lyfe company, identify the variables influencing customer’s brand awareness and purchase intentions for fashion and accessories, and recommend suitable marketing strategies for Carbon is Lyfe. The research method used is qualitative and quantitative methods. Qualitative methods are used to determine the internal condition of the company and are conducted by interviewing the CEO of Carbon is Lyfe. Meanwhile, quantitative methods are used to determine external business conditions, namely customer analysis, by distributing online questionnaires to the target market of Carbon is Lyfe. The questionnaire results were then processed using the PLS-SEM method using the SMART PLS software. After knowing the internal and external conditions of the Carbon is Lyfe business, the author uses a SWOT and TOWS analysis to formulate appropriate strategies to solve existing problems. As a result of this study, the authors propose five marketing strategies that are suitable for internal and external conditions to increase brand awareness and sales performance of Carbon is Lyfe.

Proposed Marketing Strategy to Increase Brand Awareness for Ana Tenun Sukarara

/in /by

Following the implementation of the new norms, such as the relocation of MSMEs, the economy of Indonesia is beginning to recover. Returning to the economy in Indonesia, the implementation of this new normal has caused all nations to recommend economic activities, such as removing social restrictions to encourage people to work. New normal activities are characterized by production and consumption patterns that have an impact on digitalization. This study aims to propose marketing strategies to increase brand awareness of Ana Tenun Sukara, the research method used is non-probability aside from the purposive sampling method, states that non-probability sampling is a sampling technique with a population selected based on its availability or considering it can represent the population while purposive sampling is a sampling technique in which this technique chooses purposive sample that aims subjectively by distributing questionnaires to 200 respondents and processing data with PLS- SEM and analyzing internally with Marketing MIX 4P , STP, VRIO and external companies with 5porter porces, PEST and Competitor analysis. The results of this study indicate that social media marketing has a significant positive effect on brand awareness, and social media marketing has a significant positive effect on purchase intention and brand awareness has a significant positive effect on purchase intention.

Proposed Marketing Strategies for CV. Ganesha Sora to Increase Brand Awareness and Sales

/in /by

MSMEs are the most important pillars of the Indonesian economy, contributing for 61.07% of GDP or $8,573.89 trillion rupiah. The MSME in the food processing industry is one of the most developed MSMEs. The presence of dairy products produced by these MSMEs benefits the food processing industry. The demand for dairy products in Indonesia has surged by more than 10% each year over the last ten years. Ganesha Sora is one of the MSMEs engaged in the production of dairy products that according to the company’s data is now facing a decrease in sales. Meanwhile, based on preliminary research and problem exploration undertaken by the author reveal that Ganesha Sora continues to have low brand awareness. The purpose of this research is to increase Ganesha Sora brand awareness, identify major product attributes that influence customer purchase intentions, and to design suitable marketing strategies to increase the chances of sales. This study will include both quantitative and qualitative methods. For consumer analysis and hypothesis testing, the quantitative method is used. Data is gathered by distributing questionnaires to respondents who buy mozzarella cheese products in stores and online marketplaces. The output is then processed by SMART PLS. The qualitative method is utilized in preliminary research by interviewing 10 respondents and the business owner. According to the findings of this research, businesses can boost brand awareness by engaging in marketing activities such as sales promotion and advertising, which also have a beneficial impact on purchase intention. The following finding is about important product attributes that influence customer purchase intention, which include convenience, taste, and availability. From those findings, the author makes several recommendations based on internal and external analysis, along with a SWOT and TOWS analysis for Ganesha Sora to increase sales by entering and selling products to tourist attractions, offering testers or price discounts, and providing buy one get one e-vouchers on monthly occasions such as 11.11, 12.12, and so on. Ganesha Sora can conduct advertising activities such as creating an advertising video that highlights the product qualities and campaigns #BanggaDairyBuatanIndonesia to raise awareness. Ganesha Sora can launch a new product in a lighter weight variation and rent cold storage space in numerous potential places to deliver the attributes that consumers value.

Analysis of Factors Influencing Purchase Decisions. Perception Study within the Former Insurance Policy Holders of Jiwasraya who agreed to proceed with Policy Restructuring Program to PT Asuransi Jiwa IFG (PT IFG Life)

/in /by

This research examined the significance of factors influencing the purchase decisions within the perception of the former Jiwasraya insurance policy holders who had migrated their policies to PT IFG Life. The purchase decision variable is measured by applying the Theory of Planned Behavior (TPB) developed by Ajzen (1991) through measuring a person’s attitude, subjective norm, and perceived behavioral control to understand their purchase intention. This research also examined the gap between purchase intention and purchase decision through measuring the mediating variable of implementation intentions (Carrington & Neville, 2010), and the two intervening factors (Kotler & Keller, 2009), namely attitudes of others and unanticipated situational factors. This research used quantitative approach by administering questionnaires to the respondents who were regarded fit the criteria. The responses from the respondents were then being processed using SmartPLS 3.3.9 application. The findings of this research proved that attitude, subjective norm, purchase intention and implementation intention have significant influence as to the proposed framework. However, the remaining variables such as perceived behavioral control, attitudes of others, and unanticipated situational factors were shown to not have any effects among the proposed framework.

Influence of Fashion Involvement, Attitude, and Price, Toward Purchase Intention of Ethnic Weaving

/in /by

Ethnic weaving from Indonesia is one of the ethnic fabrics that have very high cultural value. Indeed, ikat weaving is not as popular as batik, but the beauty and cultural philosophy contained in the ikat weaving is not inferior to batik. The weaving industry in Indonesia has long been developed and became a unique characteristic. Ikat weaving has developed in each tribe in Indonesia from generation to generation as an activity to preserve traditional arts. The purpose of this research is to identify and examine the influences of fashion involvement, attitude toward purchasing behavior, price, toward purchase intention of ikat weaving.

The type of research is quantitative and the data collection method used is a questionnaire survey. In this study, data were collected from 125 respondents who are people with an interest in ikat weaving. This study uses PLS-SEM to test the data. This research proved that both attitude toward purchasing behavior and price have positive influences on purchase intention of ikat weaving. Fashion Involvement has a positive influence on attitude toward purchasing behavior. Lastly, attitude toward purchasing behavior has a mediating influence on the relationship between fashion involvement and purchase intention of ikat weaving.