Indonesian Brand Research Articles

The Effect of Personal Selling "Yakult Lady" and Brand Image on Consumer Loyalty

The purpose of this study was to determine the effect of personal selling and brand image on consumer loyalty for yakult drinks in Indonesia. The research was conducted in Indonesia, the research period was July - September 2023. The research population is consumers of drinks with the yakult brand in Indonesia, of which the exact number cannot be known. This study used Non-probability Purposive Sampling technique and for a sample of 100 respondents, but less than 100 complete questionnaires were considered usable. The results showed that personal selling and brand image have an effect on consumer loyalty, including through repat orders and consumer satisfaction with the yakult lady as personal selling

Analysis of the Influence of Celebrity Endorsers: Case Study of Audience Attitudes towards Advertising and Brands and the Influence of Consumer Purchase Interest on the Product "Lemonilo X NCT Dream" in Bekasi

Given the importance of the needs that must be met by humans as living beings, food is one of the elements that must be fulfilled so that humans can survive. Food is increasingly innovating but until now instant food is still favored by many people. Instant food that is often found and easy to make is Instant Noodles, there are many Instant Noodle brands in Indonesia, especially Lemonilo. Lemonilo does its marketing strategy by hooking NCT Dream as its celebrity endorser or brand ambassador. It is said to be the right decision because it turns out that celebrity endorsers through audience attitudes towards advertising and brands have a significant positive influence on buying interest in Lemonilo products.

Analyzing Brand Positioning and Brand Image of Smartphone Brands in Indonesia by Mining Online Review

A strong brand image and brand positioning are necessary to grow and lead market share, particularly for the smartphone market in Indonesia due to the intense rivalry caused by the huge smartphone market size in Indonesia. This study uses text mining to evaluate online expert reviews to identify the brand positioning and image of the existing smartphone brands and series in Indonesia. The lexicon-based approach text mining, LIWC tool are used in the analysis. The result from LIWC was then processed using principal component analysis and clustering to map and classify smartphone brands and series. The result show that Apple and Samsung set their self apart from 4 other brands thanks to their distinctive proposition. The analysis on smartphone series shows that 7 out of 24 series from 6 smartphone brands have their own segment. All Apple series have their own segments. For Samsung, Samsung Galaxy S and Galaxy Z have their own segment compared to other Samsung series. Vivo Y are the only series from non-Samsung Android brand that have its own segment.

The Impact of Multi-Tiered Specific Excise Tax Systems on the Creation of New Tobacco Brands in Indonesia: Public Health Implications

The Impact of Multi-Tiered Specific Excise Tax Systems on the Creation of New Tobacco Brands in Indonesia: Public Health Implications

How A Muslim Fashion Brand Do the Brand Refreshing?

Background. Klamby, first known as Wearing Klamby, was one of the oldest and biggest Muslim fashion brands in Indonesia. They used to perform as the fastest selling-out brand where their supply could not fulfill their loyal customer’s demand. However, the pandemic followed by the rise of many new competitors has put Klamby in difficult time where their sales were being extremely decreased.Purpose. The brand then did some brand refreshing; changing several things without changing the DNA or core value of the brand, such as: changing the name and logo, slogan, colour palette and fonts, and marketing materials.Method. This mixed-methods study involved 3 years (2019-2022) of observation of the Wearing Klamby official Instagram. The data were analyzed using scheming and filtering the brand refreshing components. Data is presented both in numbers and descriptions. An online survey has also been done to see which components customers like; before or after the brand refreshing?.Results. The results show that the brand refreshing that Klamby did was successful. The customers prefer the new name and logo, slogan, color pallet and fonts, and marketing materials. Some acts show a significant role and some don’t. The brand's refreshing progress, hopefully, can contribute to the development of Indonesian Muslim fashion in the future.Conclusion. This study has significant implications for the fashion industry. As Indonesia’s fashion industry is getting bigger and ready to be the center of Muslim fashion, more in-depth research about Muslim fashion is necessary.

The Mediating Role of Brand Trust: Is Enhancing TikTok Marketing Activities Important to Create Loyalty?

Indonesian people are becoming more aware of the significance of skincare, increasing the demand for beauty care products. As a result, the frequency of purchasing skincare products in Indonesia has also risen. Local Indonesian skincare is a popular choice among the public. The variety of local skincare products encourages competition among companies to market their products. In the times, marketing through social media is increasingly popular to interact directly with customers. Indonesia ranks second in the world, with the number of TikTok users reaching 109.90 million. This research uses the S-O-R Model to analyze the positive influence of Marketing Activities on social media on Brand Loyalty, with the mediating role of Customer Brand Engagement and Brand Trust. The hypothetical relationships in the proposed model are tested using Structural Equation Modeling (SEM). Of the total respondents who were TikTok users for six months or more, 87.3% were women. This research aims to understand how social media marketing activities (SMMA) impact brand loyalty (BLO) for local skincare brands in Indonesia. It also considers the mediating roles of customer-based equity (CBE) and brand trust (BTR) in this relationship. The results of hypothesis testing showed a significant positive influence on all variables tested. The role of mediation has also proved significant, albeit with varying degrees of influence. Some variables tend to have a low influence on Brand Loyalty, while the most significant influence is seen in the influence of SMMA on Brand Trust. Thus, this study has important implications for local skincare companies in developing effective marketing strategies to build strong brand loyalty and increase customer trust in the brand.

Analisis Pengaruh Brand Image, Perceived Quality, dan Resale Value Terhadap Kepuasan Serta Loyalitas Konsumen Produk Otomotif China dan Jepang di Indonesia

The purpose of this study is to analyze the factors that cause consumer satisfaction and loyalty to Japanese brands in Indonesia to be very high, thus causing the dominance of sales explained before. In addition, this study also analyzes the factors that cause sales of Chinese brand cars to lag behind Japanese brand cars, how to take the right steps to increase satisfaction and loyalty to Chinese brand consumers in Indonesia, and to compare the level of brand image, perceived quality, resale value, consumer satisfaction, and consumer loyalty between both of them. The population used in this study are Indonesian people who have private four-wheeled vehicles with brands originating from Japan or China. The number of respondents in this study amounted to 240, with the data collection method done through a questionnaire. The analysis in this study was carried out using the SPSS analysis tool. The results of the study indicate the fact that the factors that influence the dominance of Japanese brand sales in Indonesia for many years are the perception of product quality and consumer satisfaction. In addition, the factors that cause the Chinese car products to be less attractive in Indonesia than Japanese cars come from its brand image and consumer satisfaction. After testing the hypothesis, it can be concluded that to increase consumer satisfaction of Chinese brand cars in Indonesia is to focus on marketing strategies to improve brand image and perception of product quality, while increasing consumer loyalty can be done by implementing marketing strategies that focus on increasing product resale value and customer satisfaction. Finally, the results of the independent-t-test state that there are significant differences between brand image, perceived quality, customer satisfaction, and consumer loyalty between Chinese and Japanese brand cars in Indonesia.

Exploring the Cargo Potential: A Comprehensive Analysis of Kertajati Airport

Motorized vehicle can’t be apart from our daily activity, because it’s very significantly save our time and energy. According to Erwin (in Sasongko, 2014: 1) mentioned air pollution that comes out from motorized vehicle is very high, so it can pollute the environment and harm human health. Besides, the fossil fuel is an unrenewable which is running low and will cause an energy crisis. So we need alternative energy that is more eco friendly, common, and easy to obtain. Therefore, electric vehicle are one solution to this problem. Electric vehicle is a fuelless vehicle that ran by electric motor with battery for the energy supplier. In accordance with the Kepmen ESDM No. 13 Tahun 2020 about “that to increase the energy efficiency, energy resilience, and energy conservation in transportation sector, it needs to accelerate the battery-based electric motor vehicle program” so that it is necessary to develop innovations to support electric vehicle infrastructure in Indonesia. BLDC Motor is one of the motor type that used in electric vehicle. BLDC Motor used by one of the electric vehicle brands in Indonesia named GESITS, experienced an overheat on the BLDC motor after travelling 30 kilometers around Bekasi (GESITS, 2016). Finally to add cooling to the BLDC Motor, an external fan is installed. This experience shows the importance of cooling to maintain BLDC Motor durability. In addition to cooling the electric motor, it is necessary to pay attention to the efficiency produced by the electric motor. So that it can make consideration of battery consumption on the motorcycle design. Based on the problems above, this research will analyze the efficiency and thermal of a 3000 Watt BLDC Motor in the design of an electric motorcycle. The data collection will be carried out by using the Dynotest tool or Chassis Dynamometer to obtain amount of power, torque, electric current and thermal on the electric motor being tested. From these data calculations will be carried out for the efficiency of a 3000 Watt BLDC Motor. So that this research can be used as a reference for the further development of electric vehicles.

Trend of Arabic Language Use in Indonesian Brands: Onomastic Studies on Arabic Shop Names in Tulungagung

Trend of Arabic Language Use in Indonesian Brands: Onomastic Studies on Arabic Shop Names in Tulungagung

Analisa pengaruh social media marketing activity terhadap brand loyalty dengan mediasi brand awareness, brand trust, dan brand love

The study was conducted with the aim to evaluate the effect of social media marketing activity on brand loyalty mediated by brand awareness, brand trust, and brand love. Data were collected through questionnaires given to 260 respondents who live in Batam City, and are fans or users of several fast fashion brands in Indonesia, including zara, stradivarius, h&m, and uniqlo. To analyze the data, the software used is Smart PLS. The results obtained through data analysis state that social media marketing activity has a positive and significant influence on brand loyalty, brand awareness, brand trust, and also brand love. Brand loyalty is positively and significantly influenced by brand awareness, brand trust, and brand love. Brand awareness, brand trust, and brand love also mediate positively and significantly in the influence of social media marketing activity on brand loyalty.

Peran Brand Kolaborator Dalam Memperkuat Produk Kustom Interaktif - Studi Kasus Kolaborasi Uniqlo dengan Indomie, Tolak Angin dan Gojek.

This study discusses how brand collaborations can enhance personal relationship with customers through interactive custom product offerings. The focus of this analysis is the collaboration between Uniqlo, a Japanese retail clothing company, and three local Indonesian brands - Indomie, Tolak Angin, and Gojek. The findings of this research reveal that these collaborations not only produce unique custom products but also strengthen the relationship between brands and customers with interactive products, creating a more intimate and personal shopping experience. This study highlights the importance of the right partner selection for maximum results in collaborations, considering the relevance and value that each brand can offer. Therefore, this study examines what factors support the success of this collaboration from the perspective of the strength of the brands chosen by Uniqlo in this collaboration. Applying a phenomenological study approach, the conclusion drawn from this study affirms that inter-brand collaboration plays a crucial role in creating the interactivity of the series of product experiences offered.

Factors Affecting Muslim Consumers’ Purchasing Decisions on Cosmetics Product

The cosmetics market in Indonesia is vast and will continue to grow every year. The large selection of local and foreign cosmetic brands in Indonesia causes customers to increasingly consider buying decisions. The purpose of this study was to determine the effect of sales promotion, brand image, and halal labeling on cosmetic purchasing decisions for Muslim consumers partially or simultaneously. The population in this study is unknown, the sample in this study used purposive sampling, namely cosmetic users as many as 100 respondents. The data collection technique is a questionnaire with a Likert scale. The data analysis technique is the correlation coefficient, regression coefficient and determination. The results of the study were obtained: 1) There is an effect of sales promotion on purchasing decisions by 28.6%. 2). there is an influence of brand image on purchasing decisions by 36.2% 3) there is an influence of the halal label on purchasing decisions by 37.1%. and 4) There is an influence between sales promotion, brand image and halal labeling on purchasing decisions by 45%. So it can be concluded that sales promotion, brand image, and halal labeling have a positive and significant effect on cosmetic purchasing decisions for Muslim consumers both partially and independently.

Implementation of the Passing Off Doctrine as a Legal Discovery by Judges in Indonesia

This research aims to provide an overview of the implementation of the passing off doctrine as a legal discovery by judges in Indonesia’s trademark dispute litigation process. One of the problems related to brands in Indonesia is piggybacking on the reputation (good name) of a well-known brand, thereby causing deception or misdirection among consumers who want to buy goods or services. This problem is further studied using normative juridical research methods with a conceptual approach. This research concludes that the passing off doctrine has not been accommodated in regulations regarding brands in Indonesia. Even though the doctrine of passing off in Indonesia is unknown, passing off that occurs in Indonesia is usually carried out in the form of business actors imitating well-known registered marks of other parties so that they have similarities in whole or, in essence, to similar goods or services. This confuses or is misleading so that consumers will be mistaken in choosing goods or services that are well known and whose quality is guaranteed (public misleading). Judges can use the passing off doctrine in resolving trademark disputes based on related provisions such as Article 21, paragraph (1) of the Trademark and Geographical Indications Law, Article 15, paragraph (1) of TRIPs, and the Law on Consumer Protection.

Consumer Loyalty to Muslim Fashion in Encouraging Consumptive Behavior: A Phenomenological Approach of Online Muslim Fashion

Objective: The objective of this research was to investigate the loyalty of Indonesian Muslim women towards online Muslim fashion brands, specifically Dian Pelangi, Rabbani, and Zoya. It aimed to understand whether consumer loyalty had a direct impact on the consumption of Muslim fashion in Indonesia. Method: A qualitative research approach was employed, using semi-structured interviews with 30 female consumers of the mentioned brands. These consumers were categorized into three distinct groups: career women, housewives, and female college students, residing in regions with substantial Muslim clothing-wearing populations. Result: The study revealed that consumers of Dian Pelangi, Rabbani, and Zoya exhibited remarkable loyalty to these brands, lasting for over five years. Their loyalty was attributed to factors such as unique designs, comfortable materials, and affordable pricing. They also actively recommended these brands to their communities and organizations, contributing to the growth of the Muslim fashion market in Indonesia. Conclusion: In conclusion, this research demonstrates the strong consumer loyalty towards online Muslim fashion brands in Indonesia. The long-term commitment of consumers to these brands, along with their recommendations to others, has significantly influenced the popularity and growth of the Muslim fashion industry in the country.

The Socio–Juridical Dimensions of Passing Off in Indonesia

There are many business actors marketing products that resemble well-known brands in Indonesia. To prove whether the Passing Off phenomenon occurs or not in Indonesia, the authors use The Classical Trinity Theory. The article’s aim is to explain the socio–juridical dimensions of passing off in Indonesia. Seeing that in Indonesia there are many business actors marketing products that resemble well-known brands. To prove whether the Passing Off phenomenon occurs or not in Indonesia, the author uses The Classical Trinity Theory. The research uses a juridical-normative method, with statute and conceptual approach based on literature study, analyzed qualitatively. The Classical Trinity Theory is a theory used as a basis for assessment which states whether a passing-off action occurred or not. First, Goodwill, is whether business actors use the reputation of well-known brand owners to support their business. Second, misrepresentation, there is confusion by consumers regarding genuine products and fake products. Third, damage, there is an element of deceptive branding and goods or services which could very well result in losses experienced by the owner of the well-known brand as a result of copying the company's identity.

Meningkatkan Niat Beli Konsumen Melalui Pemasaran Digital: Iklan, Celebrity, Dan Influencer

This study investigates the impact of various digital marketing strategies, such as advertising, celebrity endorsements, and influencer marketing, on customer purchase intentions within the cosmetics sector, specifically focusing on the Scarlett brand in Indonesia. In the contemporary digital landscape, characterized by heightened rivalry, it is imperative to comprehend the optimal marketing methods employed on social media platforms. The present study employs a quantitative methodology. Data is generated from 384 respondents through the utilization of a questionnaire. The findings derived from the regression analysis demonstrate that each marketing approach exhibits a favorable influence on consumer purchase intentions within the context of Instagram. Celebrity endorsements have the most significant impact, then advertising and influencer marketing. The psychological impact of celebrities who enjoy high regard among fans can help to explain the significant impact of celebrity endorsements. The efficacy of social media advertising in enhancing customer awareness of brands and products has been well documented. Although influencer marketing has been found to have a favorable impact, its influence appears to be somewhat less important. This study offers significant insights for organizations in the process of choosing the most efficient digital marketing methods to augment consumer buy intent on the Instagram platform. Nevertheless, it is important to acknowledge the limits of this study, particularly its narrow focus on the cosmetics business in Indonesia. Future research endeavors should aim to explore variances in social media platforms and expand the geographic coverage to provide a more comprehensive understanding of the topic.

Peran Pemasaran Global dalam Mendorong Kemajuan Ekonomi Indonesia

Global competition requires Indonesian companies to continue to innovate and improve production efficiency. This will help improve the competitiveness of Indonesian products in the domestic and international markets. The purpose of this study is to analyse the role of global marketing in driving Indonesia's economic progress. This research method is descriptive research method. The data source of this research is secondary data. The result of this study is that global marketing has a significant impact on the development of the Indonesian economy. By expanding market coverage, increasing exports, and introducing Indonesian brands to the global market, Indonesia can enjoy benefits such as increased income and transmission of technology and knowledge between international markets. Therefore, businesses in Indonesia should consider global marketing principles to improve the country's competitiveness and economic growth.

The Effect of Social Media Activities on Purchase Intention Study on Somethinc, A Local Skincare Brand in Indonesia

The Effect of Social Media Activities on Purchase Intention Study on Somethinc, A Local Skincare Brand in Indonesia

Is traditional media communication less effective than social media and personal selling for brand building? Empirical evidence from a cosmetics brand in Indonesia

Is traditional media communication less effective than social media and personal selling for brand building? Empirical evidence from a cosmetics brand in Indonesia

Analysis of Buying Decision Making in the Non-Subsidized Fuel Market in Indonesia Using a Soft Sets Approach

The non-subsidized fuel market in Indonesia is very unique, because many world players who are successful in their own countries and successful in other countries fail in Indonesia. One example is that Petronas, which was successful in Malaysia and other Asean countries, has failed in Indonesia. An interesting phenomenon is that BP, in its marketing, cooperates with local player AKR in marketing its products against Pertamina's heavy players. This article will analyze consumers' buying decisions for non-subsidized fuel based on N-Soft Sets, where the object to be analyzed is in the form of non-subsidized fuel brands in Indonesia with the parameters measured being price, quality, location, brand and loyalty. The algorithm that will be used is the Extended Weight Choice Values Algorithm with a single decision type, namely the decision to buy non-subsidized fuel. Weighting of the parameters will be given according to the hierarchy of needs in Maslow's Hierarchy theory, starting from the lowest are physiological needs, security needs, social needs, ego needs and self-actualization needs as the highest level, and Marketing Mix Theory. By implementing N-Soft Sets, it can overcome problems in decision making both in binary and non-binary form so that decision making can be determined in the form of numbers, words or symbols and other forms. A deeper discussion regarding the decision to purchase non-subsidized fuel markets will be able to provide a reference for how consumers choose products for unique markets so that they can be used as a reference when entering a unique market.