Indonesian Brand Research Articles

Analysis of Consumer Behavior in Repeat Purchases of a Product

This study analyzes consumer behavior in repeat purchases of a product, specifically focusing on the case of Light Speed Reborn football and futsal shoes, a locally produced brand in Indonesia. In today's competitive industrial environment, companies strive to cultivate loyal customers, as this loyalty provides a strategic advantage in ensuring future product purchases. The observed phenomenon in this study highlights the repetitive buying behavior of consumers towards Light Speed Reborn shoes, despite only minimal changes in the product's color or design. In Samarinda, these shoes consistently sell out, with many football and futsal players purchasing the same model in different colors. This study employs a qualitative descriptive approach to explore the underlying reasons for this repetitive purchasing behavior, aiming to understand the factors that drive consumer loyalty towards this specific product. Findings indicate that factors such as customer satisfaction, product quality, affordability, comfort, trends, environmental influence, and the strong brand image contribute significantly to the consumers' repeat purchases. The results suggest that brand loyalty and perceived value play crucial roles in fostering repeat purchases of Light Speed Reborn shoes in the Indonesian market.

Analysis of Influencer Marketing Strategies in the Indonesian Beauty Industry and Its Impacts Consumer’s Buying Decision

Brands must constantly update their marketing strategies to keep up with rapidly changing technology, and Indonesia, one of the world's most populated countries, is no exception. This research aims to analyze the influencer marketing strategies used by beauty brands in Indonesia and their impact on consumer behavior. By collecting qualitative data through an online survey of 157 people, the study examines the effectiveness of different influencer tactics. It covers topics such as the legal framework for influencers, the widespread use of social media and influencer marketing in Indonesia's beauty industry, and how various promotional methods resonate with consumers. The findings offer valuable insights and guidance for beauty brands looking to enhance their influencer marketing strategies and build stronger connections with Indonesian consumers. The survey results indicate that influencer marketing positively affects buying decisions, as influencers help build brand trust and provide useful product information, shaping beauty trends and purchasing habits.

THE INFLUENCE OF MARKETING MIX AND SOCIAL FACTORS ON THE DECISION TO PURCHASE ROTIBOY IN THE CITY OF SURABAYA WITH THE PURCHASE EXPERIENCE MEDIATION VARIABLE

Surabaya, as one of the metropolitan cities in Indonesia, has a dynamic and competitive market. Rotiboy, one of the well-known bread brands in Indonesia, also operates in this city, according to data obtained from the Top Brand Award (2023) bakery category. Rotiboy is ranked 3rd below Mako and Holland Bakery. Therefore, considering the intense competition, consumers must have a deep understanding of the components that influence their purchasing decisions. for the continuity of the Rotiboy business in the city of Surabaya. This research aims to examine the influence of marketing mix and social factors on purchasing decisions for Rotiboy in the city of Surabaya, mediated by purchase experience. Quantitative research method using non-probability sampling and purposive sampling technique. Data analysis techniques using Smart PLS software with hypothesis testing using PLS-based SEM. The results of the research show that the marketing mix influences purchasing decisions, purchase experience influences purchasing decisions, social factors influence purchasing decisions, social factors do not influence purchasing decisions through purchase experience and marketing mix influences purchasing decisions through purchase experience.

The Influence of Marketing Mix on Repurchase Intention for Azarine Sunscreen Product in Denpasar City

The beauty industry in Indonesia has experienced rapid development in recent years with significant growth in the cosmetics sector. One of the important products in skin care is sunscreen, which protects the skin from harmful ultraviolet rays. Azarine, a local Indonesian brand, has succeeded in establishing its position in the market. This research aims to analyze the influence of the marketing mix on repurchase intention for Azarine sunscreen products in Denpasar City. This research uses quantitative methods with a survey approach to users of Azarine sunscreen products in Denpasar City. Data was collected through questionnaires distributed to 140 respondents. Data analysis was carried out using the multiple linear regression method to test the influence of product quality, price suitability, distribution channels and promotional effectiveness on repurchase intention. The results of the research show that product quality on repurchase intention obtained a significance value of 0.000, which shows that product quality has a positive and significant effect on repurchase intention. Price suitability for repurchase intention obtained a significance value of 0.000, which means price suitability has a positive and significant effect on repurchase intention. The distribution channel on repurchase intention obtained a significance value of 0.009, which means that the distribution channel has a positive and significant effect on repurchase intention. The effectiveness of promotions on repurchase intention obtained a significance value of 0.000, which means that promotion effectiveness has a positive and significant effect on repurchase intention. The research results show that the variables of product quality, price suitability, distribution channels, and promotional effectiveness have a positive and significant influence on the intention to repurchase Azarine sunscreen products. It is hoped that these findings can contribute to Azarine's management in formulating more effective marketing strategies to increase customer loyalty. This research also provides empirical contributions to academic literature in the field of marketing.

Prioritizing social media marketing activities: unveiling the SMMA dimensions for enhancing brand attitude, experience, and purchase intention

This research examines the influence of Social Media Marketing Activities (SMMA) on consumer behaviour towards local fashion brands in Indonesia. The study focuses on five key SMMA dimensions: interactivity, informativeness, personalization, trendiness, and word-of-mouth (WOM). It extends previous research by investigating the moderating effect of customer engagement levels on the relationships between SMMA dimensions, consumer attitudes, brand experiences, and purchase intentions. A quantitative approach was employed through an online survey distributed to 878 social media users who actively follow and purchase from local fashion brands. Partial Least Squares Structural Equation Modelling (PLS-SEM) was used to analyse the data and identify the influence of SMMA dimensions on consumer attitudes, experiences, purchase intentions, and the moderating effect of customer engagement levels. The findings aim to identify the influence of each SMMA dimension on consumer attitudes, experiences, and purchase intentions, quantify the relative impact of each SMMA dimension on these consumer behaviour factors, determine the SMMA dimension with the strongest influence on consumer response, and investigate the moderating effect of customer engagement levels on the relationships between SMMA and the other variables. These findings provide valuable guidance for local fashion brands in developing effective social media marketing strategies to enhance customer engagement and drive purchase intentions.

The Impact of Social Media Communication on Brand Association and Repurchase Intention in Local Beauty Brand in Indonesia

The Impact of Social Media Communication on Brand Association and Repurchase Intention in Local Beauty Brand in Indonesia

How Brand Engagement Shapes Brand Equity: Insights from Smartphone Users with Brand Love as a Mediator

Samsung is one of the major smartphone brands in Indonesia. However, Samsung's brand index has been experiencing a downward trend from 2020 to 2024. The total brand index for Samsung has declined by 13.8% over the past five years. Currently, consumer preferences in purchasing smartphones heavily depend on brand strength, necessitating that this research is complemented with appropriate marketing communication strategies. Therefore, the purpose of this research is to determine the extent of the influence of Brand Engagement on Brand Equity through Brand Love in high-end Samsung smartphones in Indonesia. This research is a quantitative study with descriptive and causal analysis. The purposive sampling method applied in this study resulted in data from 275 individuals who have been high-end Samsung smartphone users in the last three months. This research utilizes the PLS-SEM analysis method. The findings of this investigation reveal a significant and positive influence, both directly and indirectly, of the variables brand engagement and brand love on brand equity. Future research could use the same object but in different regions and consider adding other variables that could enhance brand equity, such as brand experience.

The quality of indonesian brands of consumable cooking oils is reviewed by peroxide numbers and free fatty acid value

The quality of indonesian brands of consumable cooking oils is reviewed by peroxide numbers and free fatty acid value

Exploring Santoon's Customers' Preferences That Affect Their Purchase Decision For Buying Fashion Products

There is a significant shift towards online shopping in the digital era, particularly within the fashion industry. Despite this trend, Santoon, a clothing brand in Indonesia, faces challenges with online sales being considerably lower than offline sales, even though many of its customers and target market prefer purchasing fashion products online. This study aims to identify the preferences of Santoon's customers that impact their decision-making process when buying fashion products. Adopting a qualitative approach, the research utilizes semi-structured interviews to gather in-depth insights. A non-probability purposive sampling technique focused on Santoon's past customers and target market. The study reveals that design, quality, and sizing are the primary factors influencing customers' preferences for fashion products. Additionally, detailed product descriptions and customer reviews are crucial in shaping online shopping preferences. Although customers often visit offline stores to see and sample products, the final purchase decision is frequently made online. The findings underscore the importance of enhancing online product descriptions and leveraging customer reviews to build trust. Integrating online and offline shopping experiences is essential to cater to hybrid customer behaviour. Recommendations for Santoon include improving the detail and accuracy of online product descriptions, utilizing customer reviews to foster trust, and merging online and offline shopping experiences. Furthermore, optimizing Instagram marketing by posting content related to the daily use of Santoon's products is advised, given the significant overlap between the brand's target market and Indonesian Instagram users.

The Influence of Inclusive Brand Image in Indonesian Cosmetic Products on Customer Loyalty

In recent years, cosmetic brands in Indonesia have shifted their marketing strategies to emphasize inclusivity, aiming to foster stronger customer loyalty. This shift includes the portrayal of diverse beauty standards and the inclusion of a wide range of skin tones and types in their product lines. Prior studies have demonstrated that an inclusive brand image significantly boosts brand trust and customer satisfaction. The research investigates the influence of an inclusive brand image in Indonesia’s cosmetic products on customer loyalty, focusing specifically on Generation Z consumers. By employing a quantitative research methodology, data was collected using online surveys distributed to 201 respondents aged 12-27 years. The study aims to explore the relationship between inclusive brand image and brand trust, customer satisfaction, and loyalty within the context of the Indonesian cosmetics market. Data analysis was conducted using descriptive statistics and PLS-SEM. The findings indicate that an inclusive brand image positively influences brand trust and customer satisfaction, which subsequently strengthen customer loyalty. Findings from this research are anticipated to provide insights that can help local cosmetic brands enhance their inclusive marketing strategies, thereby fostering a sense of acceptance and belonging among their diverse customer base and driving customer loyalty.

Is the use of influencer marketing and brand community effective for enhancing awareness of a new brand?

Influencer marketing and brand community have been popularly used as one powerful marketing strategy to enhance brand awareness. This study aims to find out how and to what extent influencer marketing and brand community affect brand awareness in a context of a growing beauty product brand in Indonesia. Using a quantitative approach and in context of Loreca’s brand, this study measured the role of influencer marketing and the beauty community on brand awareness. The brand equity and brand management theory has been used as the theoretical framework, where further influencer marketing and brand community were considered as the antecedents. This method was implemented using a structured questionnaire addressed to the brand community Loreca Babes, with total population of 385 people and 197 respondents. The data were further analyzed with PLS-SEM using SmartPLS 4.0 software. The research results conclude that influencer marketing and brand community have positively and significantly affect brand awareness, in which influencer marketing exhibits a stronger effect (0.558) compared to brand community (0.276). Based on this finding, it is suggested that Loreca shall evaluate its brand community strategy and enhance its use of influencer marketing. This study provides insight into the importance of influencer marketing and brand community in increasing brand awareness.

ANALISIS POSITIONING COFFEE SHOP LOKAL DI WILAYAH JABODETABEK

This research aims to examine the concept of coffee shop brand positioning in Indonesia, namely Kopi Janji Jiwa, Kopi Kenangan, Point Coffee, Kopi Lain Hati, and Kopi Kulo. The data collection method used was by distributing questionnaires online with samples taken using non-probability sampling techniques with purposive sampling to respondents who enjoy 5 coffee shop brands in Indonesia. Descriptive testing is used to analyze the influence of positioning on the coffee shop brand. The data used in this research is primary data obtained from distributing questionnaires to 41 respondents. This research uses cross sectional research, namely a research method carried out over a relatively short time and in a certain place. The data analysis method used in this research is to analyze the attributes owned using the attribute based approach. In this research, three outputs will be produced, namely canonical discriminant function, preference map, as well as market strategy and marketing mix.

The Role Of Hedonic Motivation Mediating The Effect Of Augmented Reality Marketing On Buying Intention (Study of the Loreal Paris Brand in Indonesia on the Shopee Application)

This study examines the effect of augmented reality-based marketing on consumer purchase intention, with hedonic motivation acting as mediation. In the context of L'Oreal Paris cosmetic products sold on the Shopee platform. This study uses a sample of 110 respondents with 11 indicators to fill out a questionnaire to raise the relevance of augmented reality technology in enhancing a more immersive online shopping experience, namely the merging of the real and digital worlds and the personal world, which can significantly affect consumer purchase intentions. Through the use of the Virtual Try-On AR feature in Shopee, consumers can see the application of cosmetic products virtually on their faces, which not only enhances product information but also provides a fun and satisfying shopping experience. Data was collected from Shopee users in Denpasar, Bali, who have used this augmented reality feature and analyzed using a quantitative approach. The results showed that hedonic motivation plays an important role in mediating the relationship between augmented reality marketing and purchase intention, signifying that emotional satisfaction from the augmented reality experience increases the likelihood of purchase. This research provides valuable insights for digital marketing and e-commerce practitioners to optimize augmented reality strategies in increasing consumer purchase intention. By understanding the effects of augmented reality marketing through hedonic motivation, brands can more effectively design user experiences that are not only informative but also entertaining and emotionally satisfying, thereby increasing consumer purchase intentions.

Selection of Official and Unofficial Lemon Raw Material Suppliers (Case Study of Tasikmalaya City Branch Mixue)

Mixue is one of the most popular contemporary drink brands in Indonesia. One of the important raw materials for Mixue is lemon. In Indonesia, there are two types of lemon raw material suppliers, namely imported suppliers and local suppliers. This research aims to examine and compare the use of lemon raw materials from official suppliers of PT. Zhisheng Pacific Trading (MIXUE) imports raw materials from local suppliers in the context of use by Mixue retail stores operating in the food and beverage sector. This research uses mixed methods between qualitative methods and quantitative methods. Data collection techniques in this research were observation, interviews and questionnaires. Mixue is one of the most popular contemporary drink brands in Indonesia. Based on the results of this research, it can be concluded that local suppliers are superior to most of the factors considered than official suppliers. There is positive interest from experts involved in research regarding the use of lemon raw materials from local suppliers. From this research, recommendations and suggestions were obtained to consider updating policies related to regulations on the use of raw materials from third parties by considering all the advantages possessed by local suppliers in various factors. The results of this research state that local suppliers are superior in price and logistics efficiency. Official suppliers offer stable and reliable product quality.

Increase in Purchase Intention through Source Credibility, Recommendation Credibility, and Psychological State: Brand Awareness Mediates

Research Aims: The purpose of this study was built to determine the positive effect of increasing Purchase Intention through Source Credibility, Recommendation Credibility, and Psychological State: Brand Awareness being the mediation Design/methodology/approach: The purposive sampling method was designed in this study with 389 online customers from several well-known skincare brands in Indonesia. The data was analyzed using the Structural Equation Model (SEM) with SmartPLS 3.0 Research Findings: The findings of this study being Source Credibility has a positive effect on Recommendation Credibility. Then Recommendation Credibility has a positive effect on Psychological State and Brand Awareness. Furthermore, Recommendation Credibility, Psychological State, and Brand Awareness have a positive effect on Purchase Intention. Brand Awareness manages to be a mediating effect between Recommendation Credibility and Purchase Intention. Managerial implications in this study for researchers and practitioners should not underestimate the importance of social media, establish a cooperative relationship between companies and celebrities for continuity, and know the importance of pre-purchase psychological states Theoretical Contribution/Originality: The study contributes to the existing literature by providing insights into the complex interplay of factors influencing Purchase Intention. It highlights the importance of social media and the role of celebrities in marketing strategies, as well as the significance of pre-purchase psychological states and the mediating effect of Brand Awareness. Keywords: Source Credibility, Recommendation Credibility, Psychological State, Brand Awareness, Purchase Intention

Role of Social Media Influencers in Brand Management in Indonesia

Purpose: The aim of the study was to examine the Role of Social Media Influencers in Brand Management in Indonesia. Methodology: This study adopted a desk methodology. A desk study research design is commonly known as secondary data collection. This is basically collecting data from existing resources preferably because of its low cost advantage as compared to a field research. Our current study looked into already published studies and reports as the data was easily accessed through online journals and libraries. Findings: The role of social media influencers in brand management in Indonesia has become increasingly significant, reshaping how brands connect with their target audiences and build their market presence. Influencers, with their substantial followings and authentic engagement, have emerged as powerful intermediaries between brands and consumers, effectively amplifying brand messages and enhancing brand visibility. By leveraging the trust and relatability that influencers command, brands in Indonesia have successfully tapped into niche markets, driving higher engagement rates and fostering stronger consumer loyalty. Influencers' ability to create compelling, personalized content allows brands to convey their values and narratives in a more relatable and impactful manner, resonating deeply with diverse consumer segments. Unique Contribution to Theory, Practice and Policy: Social Influence Theory, Source Credibility Theory & the Elaboration Likelihood Model (ELM) may be used to anchor future studies on Role of Social Media Influencers in Brand Management in Indonesia. Brands should prioritize authenticity and transparency in their influencer partnerships to build trust and credibility with consumers. Encouraging influencers to disclose sponsored content and maintain genuine relationships with their followers enhances brand authenticity and fosters long-term brand-consumer relationships. While macro-influencers may have larger followings, micro-influencers often offer higher engagement rates and niche audience targeting. Brands should consider partnering with micro-influencers who align with their brand values and target demographics to maximize the impact of influencer marketing campaigns. Governments and organizations should invest in influencer education programs to equip influencers with the necessary skills and knowledge to navigate ethical and legal considerations in their content creation and brand partnerships. Providing influencers with guidance on best practices and compliance standards promotes responsible influencer marketing practices and enhances the overall integrity of the industry.

Assessing The Impact of Green Brand Positioning and Knowledge on Attitudes Towards Green Brands: A Study of Branded Coffee Consumer in Indonesia and Their Green Purchase Intentions

Purpose: This research attempts to examine the nexus between Green Brand Positioning, Green Brand Knowledge, mediated by Attitude towards Green Brand, and their collective impact on Green PurchaseIntention among consumers of a specific coffee brand in Indonesia. Method: Data was collected from a sample of 296 individuals using an online questionnaire, employing a nonprobability sampling method and PLS-Structural Equation Model for analysis. Result: The study unveiled that while green brand positioning exhibited no influence on green purchase intention, the combined effect of green brand positioning, green brand knowledge, and attitudetowards green brand positively shapes green purchase intention. This highlights the capacity of companies embracing environmentally friendly practices to uphold their commitment to protecting the planet.Particularly in the realm of coffee brands, which have effectively engaged consumers in environmental consciousness, these companies serve as advocates for sustainability and earth preservation.Consequently, this underscores the importance for otherentrepreneurs, communities, and government to prioritize environmental stewardship and take proactive measures to safeguard the environment.

LEGAL PROTECTION AGAINST HOLDERS OF REGISTERED BRAND "PUMA AND CAT JUMPING" FOR SIMILARITY TO FAMOUS BRANDS

This research focuses on two important aspects: The research will delve deeply into laws related to well-known brands in Indonesia and the research will analyze specific cases that have been decided by the courts, such as case Number 16/Pdt.Sus-HKI/Brand/2023/PN Niaga Jkt.Pst.Well-known brands are usually highly valued because they spend money on advertising and promotion, and become more popular around the world. In addition, it obtains legal protection through trademark registration in different countries, which gives them exclusive rights to their trademarks and allows others to use them illegally. The Trademark Law in Indonesia provides special protection for well-known brands. However, trademark infringement still occurs in Indonesia. Normative juridical research, with legislation and case approaches on legal protection of well-known brands in Indonesia. Result: The Trademark Law provides a clear framework for the legal protection of well-known trademarks in Indonesia, both preventively and restrictively, in particular Article 21, Article 83 and Explanation of Article 76 paragraph (2). In decision Number 16/Pdt.Sus-HKI/Brand/2023/PN Niaga Jkt.Pst, the Commercial Court considered evidence showing that the Defendant deliberately took advantage of the reputation of the "PUMA and Jumping Cat" brand without permission or license. The Commercial Court decided to cancel the registration of the Defendant's trademark "PUMA and Jumping Cats" because the action infringed the Plaintiff's trademark rights. This decision was made to protect the Claimant from its legitimate trademark rights.

A comparative analysis of social media engagement of brand local fashion in Indonesia

The fashion industry significantly contributes to Indonesia's creative economy, accounting for 17% of the GDP in 2020. With the advent of digital technology and the resurgence of local brands, the sector has seen substantial growth, especially in e-commerce where fashion remains the top-selling category. The increased competition among local brands necessitates effective competitive strategies, particularly through social media, which has seen a dramatic rise in users, reaching 191.4 million in 2023. This research focuses on analyzing the Instagram accounts of the top 5 local fashion brands in Indonesia, as identified by the Fluenshion survey. Using qualitative case study methods and secondary data from Analisa.io, the study evaluates the social media strategies of these brands over a one-year period (2022-2023). The findings reveal varying levels of engagement and strategy effectiveness among the brands, with recommendations emphasizing the importance of content type, posting frequency, and interactive social media use to enhance brand engagement.

Marketing Strategy Using new wave Marketing Approach to Increase Customer Loyalty in Cement Industry (Dynamix Case)

Cement Industry is becoming more dynamic; a decade ago, market conditions were still very ideal, with demand and production in balance, but the presence of new entrants tightened competition, forcing Dynamix to survive in the face of an attack from low-cost cement products This study was conducted to determine what can be done to preserve and boost sales through effective marketing strategy and a focus on customers. The investigation began by examining the market’s dynamic competition and evaluating Dynamix’s strengths and weaknesses, as well as potential risks posed by competitors or emerging market segments in Indonesia. The presentation is carried out in a systematic and detailed manner to offer recommendations that meet the needs of facing against competitors. To gain a comprehensive understanding, a study approach was used that included both quantitative and qualitative analysis to investigate the stages of the customer’s decision-making process when choosing which product to use. The study also examines literature on marketing strategy, using the most recent techniques as a reference, where the theory has been applied by various companies. Having the right theoretical framework will be one of the main base foundations in providing insight and perspectives to build the most effective marketing plan. With this research, it is hopes to contribute Dynamix journey to meeting future challenges by implementing the explained strategy of focusing on target customers through recommended activities in terms of communication material selection and marketing activities. Hopefully, this study will be able to make Dynamix the leading cement brand in Indonesia.