Consumer Attention Research Articles

The Effectiveness of Promotion on Social Media Instagram Using Direct RatingMethod (A Case Study at Mini Organic Mart Surabaya)

Mini Organic Mart is a retail business that provides quality healthy and organic products. Mini Organic Mart has been promoting using social media, especially Instagram since 2016, but the way to attract consumer attention through social media is still low. Based on a preliminary survey, the average number of “likes” on popular photo reaches around 15 likes only. For business account, this number is relatively low. The aim of this research is to analyze the effectiveness of promotion conducted by Mini Organic Mart through its Instagram account. The analysis method used in this research is the Direct Rating Method. The primary data was obtained through the distribution of questionnaires via Instagram story, the sample was taken as many as 100 respondents through follower’s @jualprodukorganik_mom. The result of the research stated that the promotion carried out was very effective and the total direct rating score was 68.16 which was included in good promotion category.

Spiral of Silence: Consumer Attention, Media Emotion, and Pork Price Fluctuations

This study utilized web crawling and text analysis to collect weekly data from July 2018 to March 2022. Using the spiral of silence theoretical framework, it explores the relationship between consumer online attention during sudden animal epidemics and pork price volatility. The research found that consumer online attention, influenced by animal disease outbreaks, significantly intensifies pork price volatility both directly and indirectly through changes in media sentiment and consumer expectations. On the one hand, the sentiment in official media reports partially mediates the relationship between consumer attention and pork price volatility. As consumer attention increases, positive sentiment in official media also rises, exerting an indirect stabilizing effect on pork prices. On the other hand, consumer expectations also have a partial mediating role, and the volume of negative news reports from unofficial media significantly amplifies the impact of consumer attention on pork price volatility. These findings provide valuable insights into the relationship between consumer online attention and market fluctuations in the agricultural sector and offer practical recommendations for enhancing demand-side management strategies.

Development of Body Weight Management Among the Hungarian Population

Background/Objectives: Nowadays, body weight management has gained significant consumer attention due to the health megatrend. It plays a key role in preventing diseases, maintaining health, and creating a balanced diet, as well as in mental and physical health. Overweight and obesity are serious problems that can result in various non-communicable diseases; thus, managing the body weight of those who are overweight or obese without pathological changes would help reduce the prevalence of these diseases. By reducing body weight, not only individual health expenses but also public health costs could be reduced. To do so, it is necessary to assess at what levels consumers perceive their own health status, as well as the extent to which they pay attention to body weight management. Our research aimed to contribute to the foundation of public intervention programs by exploring some characteristics of body weight management among Hungarian consumers. Methods: We used a large-sample questionnaire survey involving a total of 550 people. Various statistical methods were used to analyze the data, including descriptive statistics, association tests, and hypothesis tests. Results: According to our results, those who want to lose weight are more engaged in managing their body weight than those who are satisfied with their weight or who want to gain weight, often aiming to reach an ideal weight through diet and exercise, and are willing to invest more in healthier lifestyles, both in terms of their diet and physical activity. In this regard, we did not find significant differences between the genders. Conclusions: Based on our findings, we can conclude that dietitians and doctors should play a more active role in guiding lifestyle changes since the majority of our respondents do not consider them credible sources of information on healthy eating, and they do not consult them on this topic. On the other hand, however, a much larger proportion seek information from them regarding regular physical activity, and after personal trainers, they are considered the second most authentic source of information.

PKM Rekayasa Pembuatan Kartu Undangan Digital Sebagai Media Usaha Mandiri

The rapid advancement of information technology has significantly impacted various sectors, including theinvitation printing industry. With the increasing use of the internet in Indonesia, digital invitation businesseshave become an attractive opportunity, offering practicality and cost efficiency compared to traditional printedinvitations. This writing aims to explore the development of digital invitation cards as an independent business,focusing on appealing designs and effective marketing strategies through online platforms and social media.Through literature study methods and the implementation of community service programs, it was found thatdigital invitations have several advantages. These advantages include lower costs, easy access, and customizableinteractive features such as animations, videos, and direct links to important event information. The importanceof implementing communicative and interactive designs is key to attracting consumer attention. An attractivedesign not only serves as a visual appeal but also conveys information more clearly and effectively.Additionally, using social media as a marketing channel can enhance market reach, allowing for rapiddissemination of digital invitations to a wider audience. With the right approach, digital invitation businessescan meet the market's growing demand for digital solutions. Innovation in design and marketing will create newbusiness opportunities for individuals or groups looking to leverage information technology, making thisindustry increasingly relevant in today's digital era. Community involvement in this process can also strengthenlocal communities and enhance digital literacy among users.

Perilaku Konsumen Pembelian Produk Tabir Surya Pendekatan Theory of Planned Behavior

Indonesia has become one of the countries with significantly high sales in the beauty product industry, particularly sunscreen products. Various brands strive to attract consumer attention by offering different innovations and benefits. Consequently, companies need to find ways to increase awareness and consumer loyalty towards sunscreen products by understanding factors such as attitude, subjective norms, and perceived behavioral control. This research was conducted with the main objective of understanding consumer purchasing behavior of sunscreen products through the TPB approach. Additionally, this study was conducted to provide theoretical benefits by enhancing insights and knowledge related to consumer behavior, especially in terms of consumer decision-making and consumer loyalty based on the TPB approach. The sampling method used was non-probability sampling, specifically purposive sampling. Data analysis was conducted using the Structural Equation Modeling (PLS-SEM) method with a sample size of 199 respondents. The results of this study prove that attitude, subjective norm, and perceived behavioral control have a positive impact on consumer decisions directly or indirectly through consumer loyalty. Moreover, consumer decision-making positively influences consumer loyalty. This research contributes to companies in designing marketing strategies to shape consumer decision-making and consumer loyalty towards sunscreen products. Keywords: Theory of Planned Behavior, Attitude, Subjective Norm, Perceived Behavioral Control, Consumer Decisions, Consumer Loyalty.

Exploring the Presence of Cannabinoids in Hemp-Infused Fermented Milk Drinks: An Analysis of Pre- and Post-Fermentation Levels.

Yoghurts are the most popular fermented dairy products. Consumer attention is directed towards products containing inputs that enrich the product with bioactive substances. The growing interest in the Cannabis sativa L. plant has resulted in the development of a market for hemp products. The main aim of this research work was to determine the effect of the lactic fermentation process on the stability of cannabinoids in fermented milk beverages containing hemp inputs (hemp oil, dried hemp, ethanolic hemp extract) at 0.5, 1 and 2% (w/v). The effect of the type of hemp input on the technological process (i.e., pH value, viability of LAB during 28 days of storage) was also checked and the sensory quality of the prepared samples was evaluated. It was shown that the choice of type/form and amount of hemp addition influenced the final cannabinoid content of the product after fermentation and post-fermentation, but no effect on the survival of yoghurt bacteria or pH changes during storage was confirmed. Fermented milk drinks containing hemp oil had the highest cannabinoid content. The QDA results of the sensory evaluation of the yoghurts show that the most acceptable product in terms of overall quality is the yoghurt containing 0.5% hemp extract and 2% hemp oil.

When Influencers Compare Brands: Defensive Processing of Sponsored Comparative Messages and Effects on Consumer Evaluations

Social media influencers comparing competing products helps draw the desirable consumer attention to their product recommendation. However, it may also risk backfiring, especially when the influencer post is sponsored by a given brand. In the present study, we explored consumer evaluations of sponsored influencer comparative marketing through two important defensive mechanisms—counterarguing and inferences of manipulative intent with a 2 (message appeal: noncomparative vs. comparative) × 2 (content sponsorship: organic vs. sponsored) between-subjects online experiment (N = 325). We found that when the post was sponsored, the comparative message generated significantly greater defensive reactions than the noncomparative message, leading to lower perceived trustworthiness and authenticity of the influencer, unfavorable brand attitude, and lower purchase intention. In contrast, when the post was organic, the observed difference diminished. Furthermore, we found more prominent effects via inferences of manipulative intent than counterarguing, suggesting that consumers considerably value the genuineness behind product promotion from influencers. These findings extend research on comparative advertising to the trending influencer marketing context, shedding novel light on mechanisms underlying consumer responses to sponsored comparative messaging.

How to expand the thermos cup market through network publicity and product positioning

With the steady growth of the global stainless steel thermos cup market, social platform marketing plays a key role in enhancing brand influence and product sales. Through the study of Standly's case, this paper first describes the strategy of making thermos cups into "fashion accessories", and Stanley has achieved remarkable market expansion by increasing the attention of female consumers; Then, the actual effect of this strategy is analyzed, that is, the sales volume of its star product Quencher series has increased greatly. Finally, suggestions on using new technologies and social media marketing are put forward to meet the needs of consumers and enhance brand influence. It is concluded that continuous innovation and optimization of market positioning are the key to maintain the leading position in the competition of vacuum flask industry. Research on marketing strategy is very important for enterprises to succeed in the rapidly changing market. It can not only help enterprises identify market opportunities and optimize resource allocation, but also meet customer needs, enhance brand influence, and ultimately promote the sustainable development and growth of enterprises.

Analysis Brand Image, Product Quality, And Brand Ambassador On Customer Purchase Decision For Scarlett Whitening Product In Sidoarjo

The tight business competition between companies today means that all companies want to be the best to attract the attention of consumers. Scarlett Whitening is a company that reached a sales record of 1 billion in 4 hours when collaborating with Exo. EXO is used as a strategy to attract consumers to buy this product. However, Scarlett Whitening consumers do not only look at the type of product or quality, consumers also look at the advantages in terms of the brands that are most popular. This research aims to examine the influence of Brand Image, Product Quality, and Brand Ambassador on Consumer Purchasing Decisions in Sidoarjo. This type of research is quantitative using descriptive statistical data analysis methods and testing methods including: Validity Test, Reliability Test, Classical Assumption Test, and Hypothesis Test. Data collection took the form of distributing questionnaires which produced valid data for 100 samples. The results show that the brand image variable has an insignificant positive influence. Meanwhile, the product quality and brand ambassador variables have a positive and significant effect.

OPTIMALISASI TATA RUANG DAN ETALASE UNTUK MENINGKATKAN DAYA TARIK KONSUMEN

This community service activity aims to optimize spatial arrangement and display layout to enhance consumer appeal for the Micro, Small, and Medium Enterprises (MSMEs) of the Komunitas Sukses Berjamaah Indonesia (KSBI) in South Jakarta. Lecturers from IBI Kosgoro 1957 participated in this activity, focusing on improving the effectiveness of spatial arrangement and displays, which will positively impact sales and the growth of the MSMEs. This activity began with an outreach to KSBI members on the importance of an attractive spatial arrangement and display to capture consumer attention. In this outreach, the IBI Kosgoro 1957 lecturers shared knowledge and practical experience on effective spatial design and marketing strategies through appealing displays. After the outreach, an analysis of the spatial arrangement and displays at KSBI was conducted to identify areas that needed improvement. The lecturers and their team collaborated with KSBI members to redesign the layout and displays, making them more attractive and functional. They considered factors such as product arrangement, lighting, visual merchandising, and efficient space management. Next, the implementation of changes to the layout and displays was carried out in collaboration between the IBI Kosgoro 1957 lecturers, their team, and KSBI members. They worked together to plan and execute the necessary changes. The IBI Kosgoro 1957 lecturers provided guidance and recommendations to KSBI members in optimizing their spatial arrangement and displays. The results of this activity are expected to enhance consumer appeal towards KSBI MSMEs. With effective spatial arrangements and attractive displays, MSME products are expected to be better showcased and catch the attention of consumers, ultimately boosting sales and business growth for KSBI members. This community service activity also provided KSBI members with knowledge and skills in managing their spatial arrangements and displays. They can apply design principles to increase the effectiveness of their spatial arrangements and displays in the future.

Effects of color-typeface congruence on product evaluation

Product packaging is important for attracting consumer attention and creating expectations regarding a product, both of which can influence product evaluation. A key issue in package design is the coordinated selection of multiple package elements. This study investigates whether and when congruence between color and typeface in a product package can improve product evaluation. To this end, we analyze color and typeface on product packages based on semiotics and marketing, propose a conceptual model for the role of color-typeface congruence, and conduct three empirical studies that test the hypotheses implied from our model. Study 1 shows that color-typeface congruence is positively related to product evaluation. In Study 2, processing fluency is identified as a link between color-typeface congruence and product evaluation. Finally, Study 3 establishes the moderating role of design sensitivity in the relationship between processing fluency and product evaluation. Our findings contribute to more effective marketing communication for marketers and retailers through packaging.

Cognitive effect of product-based animation on interface aesthetics of web-based stores

The increasing internet penetration and the convergence of the online population with the world population highlight the significance of user experience and marketing strategies in the digital landscape. Businesses aim to enhance their online marketing activities, while users seek ease of use, entertainment, and satisfaction from websites. In this context, web animation has emerged as a critical tool for capturing the attention of online consumers. Web animation, defined as “any kind of movement on websites,” has gained prominence due to improved internet speeds and software tools. However, its precise implications for consumer attitudes remain unclear.This paper delves into the impact of product-based web animation on consumer perceptions, specifically aesthetics, entertainment, satisfaction, loyalty, and ease of use. The research investigates whether product-specific animations can mitigate the potential negative effects of web animations and enhance their attraction to online users.The study draws on various hypotheses and employs statistical analyses to explore the influence of product-based animations compared to static websites. It finds that product-based animated websites have a more positive impact on consumer perceptions of entertainment, satisfaction, loyalty, and ease of use, while the effect on aesthetics is not statistically significant.These findings provide valuable insights for web designers and digital marketers, emphasizing the potential of product-based animations to improve user satisfaction and loyalty in e-commerce settings. The study also highlights the need for further research to explore the impact of animation on purchase intentions, consider mobile interfaces, and analyze animation effects across different user profiles and geographic regions, offering promising avenues for future investigations in this evolving field.

Kajian Bagaimana Keberadaan Pasar Kontenporer Mempengaruhi Pedagang Konvenssional di Kota Gumawang

This study explores the influence of the presence of contemporary markets on traditional market traders in Gumawang City. Globalization and technological advancements have transformed the needs and lifestyles of society, prompting the emergence of various types of markets. Modern markets, with more organized management and better facilities, often attract consumer attention away from traditional markets, despite offering higher prices. This research employs a qualitative method with an interactive approach, where the researcher directly interacts with the subjects of the study. The findings indicate that 75% of traditional market traders do not feel threatened by modern markets, as they can still attract customers with lower prices and negotiation flexibility. However, 25% of traders experience negative impacts due to decreased income, with an average decline ranging from 10% to 15%. This study highlights the necessity for traditional market traders to adapt to changes and seek new strategies to sustain their businesses amidst increasing competition. The findings aim to provide a deeper understanding of market dynamics in Gumawang City and support the development of better policies for traditional markets.

Pengaruh Unique Products, Store Layout, dan Special Treatment Benefit Terhadap Customer Loyalty Pada Mixue Ice Cream and Tea Kota Mataram

This research aims to find out whether unique products, store layouts, and special treatment benefits affect customer loyalty in Mixue ice cream and tea in the city of Mataram. The research approach used is using quantitative methods. The sampling technique uses a non-probability sampling technique where samples are taken non-randomly with purposive sampling. The number of samples in this research was 100 respondents. The data collection method uses a survey sample, namely the distribution of questionnaires measured using a Likert scale and data analysis using the SPSS application. The results of this research show that the unique product variable has a positive and significant effect on the customer loyalty mix in Mataram City, the store layout variable has a positive and significant effect on the customer loyalty mix in Mataram City, and the Special Treatment Benefits variable also has a positive and significant effect on customers Loyalty Mixue Mataram City. Based on these results, it can be concluded that as a business actor, pay attention to the uniqueness, store layout and special treatment benefits of the products sold in order to attract the interest and attention of consumers make a purchase.

PERANCANGAN DISPLAY PERHIASAN UNTUK MENINGKATKAN KEMUDAHAN MEMBAWA DAN MENATA PRODUK DALAM PERSIAPAN PAMERAN

Product exhibitions are a very effective strategy in helping Small and Medium Enterprises (SMEs). Data from the Ministry of Tourism and Creative Economy in 2019 shows the significant role of jewelry in the economy, reaching 31.5%. Design goals involved portability, dual function as storage, modularity, and aesthetics. The research method used is qualitative with data triangulation techniques from observation, interviews and documentation. Data analysis was carried out by considering the needs of jewelry exhibition displays. The design uses the SCAMPER method and design thinking with a focus on practical and creative solutions. The research results showed obstacles such as a less sturdy structure, display weight, difficulty in arranging, and long preparation time. Design recommendations involving portable, product storage, collapsible and modular displays aim to increase the ease of preparing exhibitions and attract consumer attention.

HEDONIC QUALITY OF SEMPRONG CAKE FROM VARIOUS LEVELS OF CATFISH FLOUR ADDITION

Diversification of processed fisheries is very important to attract the interest of the Indonesian people who still have low consumption of fish. The addition of catfish meat flour to semprong cake is expected to increase the nutritional value and attract consumer attention. The aim of this research was to determine the level of addition of catfish meat flour to semprong cakes as the product most preferred by panelists based on hedonic quality which includes aspects of appearance, aroma, texture and taste. This research used an experimental method with four treatments adding catfish meat flour at 0%, 12.5%, 15% and 17.5%. Data analysis using tests friedman, multiple comparison and Bayes. The results of the research showed that the level of addition of catfish meat flour of 15% was the most preferred addition in terms of appearance with a mean value of 8.7 (like), aroma 7.7 (like), and taste 7 (like), while the addition was 12%. was the most liked addition in terms of texture with a mean value of 7.2 (like). It was concluded that the addition of 15% was the most preferred treatment in terms of appearance, aroma and taste and the addition of 12.5% was the most preferred treatment in terms of texture.

REPURCHASE INTENTION IN MID-SIZED CITY CAFES: A CASE STUDY OF CAFE BRUGE

This research is motivated by technological developments as a result of globalization, making entrepreneurs required to be able to innovate in creating interesting and creative ideas and set strategies so that companies can attract consumers and meet increasingly varied consumer needs. One of them is Cafe. Cafe has quite an important role in the culinary world. The culinary world is something that cannot be separated from the basic needs of every human being. Cafes also have a wide selection of food and beverage products to attract the attention of consumers. The purpose of this study was to determine the effect of perceived enjoyment, food quality, and hospitality on repurchase intention (Study on Cafe Bruge Consumers in Jepara, Indonesia) by taking a sample of respondents from cafe bruge consumers, as many as 96 consumers. The number of samples was taken using the non-probability sampling technique with the accidental sampling method. The results of this study indicate that perceived enjoyment, food quality, and hospitality have a positive and significant effect on repurchase intention. The coefficient of determination (adjusted R square) is 0.399, which means that perceived enjoyment, food quality, and hospitality can explain repurchase intention at Cafe Bruge Jepara by 39%. While the remaining 61% is explained by other factors not examined in this study.

Competitive Strategy Analysis and Formulation of Selected Strategy Alternatives Through the Blue Ocean Strategy Approach at PT XYZ

PT XYZ is a dairy manufacturing company in an industry that has high competition. Products from PT XYZ are not satisfactory even though the price is competitive, so they often do not reach sales and revenue targets. This research aims to find out the internal and external conditions of PT XYZ and formulate the right strategy to compete in the market. This study uses a qualitative method with a case study approach, collecting primary data through interviews, questionnaires, and observations, as well as secondary data from company literature and other sources. Sampling was carried out by the purposive sampling method and the validity of the data was checked using source triangulation. Data analysis was carried out using various matrices such as IFE, EFE, IE, SWOT, and QSPM, as well as blue ocean strategies for the implementation of the right strategy. The results of the study show that the IFE matrix score is 2.607 and the EFE matrix score is 3.435, so that the position of PT XYZ on the SWOT diagram in quadrant II. From the results of the SWOT matrix, the company has 11 alternative strategies, including 4 SO strategies, 2 ST strategies, 3 WO strategies, 2 WT strategies. An alternative strategy that is the main priority based on the eval_uation of the QSPM matrix is product innovation. The recommended strategy for PT XYZ to face competition is to innovate products. By developing new dairy products that have added value or new variants, PT XYZ can differentiate itself from competitors in the dairy market. These innovative products can attract the attention of consumers who are looking for variety or additional benefits from dairy products. Through this innovative product, PT XYZ can increase sales and expand the market.

Short wave-near infrared spectroscopy for predicting soluble solid content in intact mango with variable selection algorithms and chemometric model

Mango sweetness is one of the most prominent internal quality constituents that attract consumer's attention. The current common methods used to determine the sweetness of mango have significant disadvantages in that labor-intensive, time-consuming, and damaging techniques. This research aims to predict sweetness in mangoes using short wave-near infrared (SW-NIR) spectroscopy in the ranges 900–1650 nm, along with variable selection algorithms and chemometric model. A total of 120 mango samples were used to collect the spectra using a fibre module SW-NIR spectrometer. The partial least squares (PLS) regression with several spectral preprocessing methods was employed to develop the calibration model, and the best preprocessing technique was selected. The Savitzky–Golay second-derivative preprocessing technique performed better among the other preprocessing techniques with a correlation coefficient of prediction (rpred) of 0.74 and standard error of prediction (SEP) is 0.78 %Brix. After that, two variable selection techniques were used to select effective wavelength variables, including regression coefficient and successive projections algorithm (SPA). For SSC prediction in the range 900–1650 nm, the SPA-PLS model obtained a rpred of 0.78 and SEP of 0.67 %Brix. The current study unequivocally shows that the proposed SW-NIR spectroscopy coupled with a suitable chemometrics method can evaluate mango sweetness nondestructively.

Analisis Strategi Pemasaran dalam Meningkatkan Penjualan Gula Merah pada Pedagang di Kecamatan Kusan Hulu

The study aims to analyze the marketing strategy of brown sugar sales to traders in Kusan Hulu District. This study uses a qualitative descriptive method. The results showed that the marketing strategies used by respondent 1, respondent 2, and respondent 3 were as follows: 1) The three sellers offered the same product, namely brown sugar without variants, 2) The price offered varied between Rp. 10,000 to Rp. 12,000 per pack, 3) The production site was at home, while marketing was done at home and in the market, 4) Promotion by Ibu Jamah and Ibu Nor Jannah is done by word of mouth, while Ibu Sari Ratna has started using social media as a means of promotion, 5) Each seller provides friendly and good service to consumers, as well as fast and thorough in handling requests, which increases customer satisfaction, 6) Each seller facilitates the ordering and payment process for consumers, 7) Each seller provides an attractive product display to attract the attention of consumers.