Journal of Marketing Innovation (JMI)

Exploring The Reasons Of Indonesian Young Adult Consumers Toward Sustainably Packaged Food & Beverages Product

2024-02-09T08:52:49+00:00

Sustainable packaging in the F&B industry is now widely used and developed by companies to address climate change issues or reduce costs and increase consumer product value. However, targeted consumers do not always buy products in sustainable packaging for various unknown reasons. The originality of this study is the creativity of young adults as participants, as most researchers do not have a deeper understanding of why consumers are most likely and least likely to purchase sustainably packaged products. It is a consumer survey. In addition, this study contributes to a comprehensive understanding of young adult consumers, purchasing intent, and awareness of sustainable packaging of F&B products. The purpose of this qualitative study was to thoroughly investigate why consumers are most likely and least likely to purchase sustainable packaged F&B products. Twenty-two young adult consumers aged 18-24 were asked the open-ended questions to gain a more in-depth understanding of the topic under the study. Most participants associate sustainable packaged F&B products with price, quality, and appearance as reasons for deciding whether to buy the product. However, some participants also mentioned digital marketing efforts: social media marketing, influencer use, and trend tracking, as reasons for being involved in the product. This study suggests that companies are leveraging digital and traditional strategies to create a complete green marketing mix that reaches a broader range of customers.

The "Triple-A" Strategy for Enhancing Supply Chain Performance

2024-02-14T14:37:24+00:00

This study addresses challenges faced by Micro, Small, and Medium Enterprises (MSMEs) in the Cibaduyut shoe center, Bandung, Indonesia, focusing on their management issues, particularly the timely acquisition of crucial raw materials. The research centers on evaluating the effectiveness of the Triple A strategy (Agility, Adaptability, and Alignment) in improving supply chain performance (SCP) within these MSMEs. The study aimed to understand how this strategy, addressing prevalent challenges such as delays in raw material acquisition, can enhance overall business performance. Data collection involved a convenience sampling technique, distributing questionnaires to 76 business units. The questionnaire aimed to gather insights into the Triple A strategy's implementation and its perceived impact on SCP. Collected data underwent thorough validation for reliability, and multiple linear regression analysis was employed to test relationships between Triple-A components and SCP. The research highlights the Triple A strategy's pivotal role in revitalizing business units by minimizing production costs and reducing raw material waste through effective collaboration with suppliers, reinforcing its potential as a strategic tool for optimizing supply chain performance in MSMEs.

An Investigation in Understanding the Influence of Brand Preferences on Purchase Intention: Examples of Indonesian Women’s Apparel Brand

2024-02-07T08:38:24+00:00

This study aims to investigate the factors influencing brand preferences in the purchase intention of Indonesian women’s apparel brands. The data were collected through a questionnaire distribution of 422 respondents from Indonesian women’s apparel brand consumers and processed with the Structural Equation Model - Partial Least Square (SEM-PLS). Brand preferences in selecting and purchasing women's apparel are influenced by satisfaction, extrinsic cues, and brand trust. On the contrary, intrinsic cues do not affect brand preferences in purchase intention because extrinsic cues can dominate more, consumers desire to save more time, and there are rapidly fast fashion trends. Moreover, brand preferences have a greater impact on purchase intention. Women's apparel brands can shape the brand preferences of their consumers based on the influencing factors to dominate the market competition. This study contributes to the literature on brand preferences in choosing women's fashion behavior. This is one of the pioneering studies to empirically examine the influence of cues and brands in the context of the desire of the Z generation to purchase women's apparel in an emerging market such as Indonesia.

Optimizing Brand Awareness and Purchase Intent in Travel Agents: Communication Strategy through Social Media Marketing

2023-09-29T15:25:18+00:00

High demand of tourism services in Indonesia has increased the number of travel agency businesses. However, conventional travel agencies must face difficulties by competing with Online Travel Agents (OTAs). This study aims to investigate the impact of communication strategy using the AIDA model on social media marketing strategies in enhancing brand awareness of traditional travel agencies and purchase intention. 420 respondents who have acquired conventional travel agency services via social media filled out the e-questionnaire and became the sample of this study. Data analysis was done using the partial least square structural equation modeling (PLS-SEM) method. This study found a positive relationship between communication strategy using the AIDA model and its impact on social media marketing. A positive correlation between brand awareness and purchase intention to social media marketing was also found. The findings of this research can be utilized by traditional travel agents to reorganize their marketing strategies through social media to increase brand awareness and purchase intention so that they will be able to compete with OTAs.

Assessing the Millennials’ Intention Toward Green Fast Food Retail: The Use of the Theory of Planned Behavior

2024-02-11T07:55:53+00:00

The existence of this interest can indirectly affect the existence of fast-food retail because of negative consumer perceptions related to fast-food retail. Therefore, several fast-food retailers have offered eco-friendly products, in great demand by Millennials. However, it is still rare for fast-food retailers to launch new outlets with green themes due to the adverse insight of fast food itself. It is also caused by data deficiency on consumer behavior intention towards green fast-food retail, even though the existence of this restaurant itself continues to increase, especially in West Java. Therefore, this study aims to examine the intention of millennial consumers in West Java’s green fast-food retail by applying the Theory-of-Planned-Behavior approach with the role of green knowledge, perceived green practices, perceived physical servicescape, and perceived price fairness. 402 respondents were gathered in this study by implementing TPB theory as the variable under study, supported by Green Knowledge, Perceived Green Practices, Perceived Physical Servicescape, and Perceived Price Fairness. A quantitative approach is employed and processed using SPSS and Smart-PLS. Based on the results, the company's green practices, physical service scape, and price fairness affect consumer behavior control which leads to a positive influence on consumer behavior intention in green fast-food retail. Another result proved that green knowledge has a positive and significant impact on consumer attitude

Factors Driving Consumer Impulse Buying On Fashion Products at Tiktok Live

2024-02-19T08:12:05+00:00

The TikTok live-streaming commerce trend is swiftly gaining popularity in Indonesia, with numerous local fashion brands effectively capitalizing on this opportunity to boost their sales within a short timeframe. Previous research suggests that impulsive buying behavior serves as the underlying factor for this phenomenon. Hence, this research was carried out to investigate consumer behavior in live-streaming commerce, aiming to assist small-scale fashion businesses in enhancing their sales. The Stimulus Organism Response (SOR) Model uses price promotion, promotion time limit, streamer-consumer interaction, and consumer-consumer interaction to influence the consumer’ impulsive buying by perceived risk. The quantitative approach collected 445 data from Indonesia TikTok active users who have watched a fashion broadcast and have purchased during the broadcast. The result found that perceived risk significantly affects consumer impulsive buying behavior. The price promotion, promotion time limit, and consumer-consumer interaction were found to have a strong influence on perceived risk. Then, perceived risk-mediated promotion time limit and impulsive buying decision. It means that promotional time limits indirectly affect impulsive buying decisions. Thus, developing effective price promotion, promotion time limit, and consumer-consumer interaction strategy to drive their perceived risk making a purchase, and arrange an impactful promotion time limit tactic.