Conventional Market Research Articles

Designing E-Commerce Applications for Mobile-Based Audioo Technics Stores

It seems that existing technological advances have not been utilized equally by business actors, one of which is the Audi Technics Store. Audio Technics Shop is an electronics shop that sells various audio-based tools. In its marketing activities, this shop still uses a conventional marketing system which is carried out directly through the shop. The obstacle faced is the difficulty of reaching a wider range of customers. This research aims to design a mobile-based AudioTech e-commerce application that can be accessed online by customers at the Audio Technics Store. This research produces a conclusion that the mobile-based e-commerce application designed for the Audio Technics Store can help product marketing and product sales activities online and more widely.

Effectiveness of Digital Marketing on Revisit Intention Outpatient of Brebes Regional General Hospital

Background: The Covid-19 outbreak turned into a pandemic in Indonesia in 2020. The patient's intention to visit the hospital due to the pandemic but can be influenced by the hospital's marketing strategy. Brebes Regional General Hospital before the Covid-19 pandemic used conventional marketing and, in an effort, to increase the number of repeat visits to patients in the pandemic era and industry 5.0, namely through the most effective marketing strategy, namely digital marketing.
 Purpose: The aim is to determine the influence and effectiveness of digital marketing in terms of people, physical evidence, process and promotion on the intention to revisit outpatients at Brebes Regional General Hospital.
 Methods: Using the Quasi Experimental Pre and postest method in digital groups and conventional groups and the Logistic Regression method.
 Results: The results showed that there was a difference and there was effectiveness in the digital marketing group on the promotion variable (0.45), process (0.56), physical evidence (0.37) and intention (0.54). There is a difference and effectiveness in the conventional group on the process variable (0.35). There is a simultaneous influence of 4P variables on the intention to revisit by 70.5%.
 Conclusion: There is a difference and effectiveness in patient re-visits in the outpatient service of the Brebes Regional General Hospital before and after the digital marketing intervention group on the variables of Promotion, Process, Physical Evidence and Visit Intention.

Internationalization of Traditional and E-Business in Finance: A Comparative Study

The phenomenon of internationalization has been extensively investigated, leading to the formulation of frameworks to encapsulate its fundamental principles. However, recent technological innovations have dismantled previously unassailable barriers. This same technological progress has increased digitized enterprises, more aptly known as E-Business Companies (EBCs). This study serves a dual purpose: firstly, to delve into widely researched conventional market entry theories, and secondly, to scrutinize the relevance of these theories concerning the internationalization process for both traditional and electronic businesses operating within the financial sector. Addressing this intricate subject necessitated a cross-case comparative analysis employing secondary data. Potential distinctions and parallels between the two were underscored by juxtaposing the case study entities. The outcomes revealed a contrast between the gradual expansion of traditional companies and the rapid internationalization process of EBCs, largely propelled by Internet technology and relatively unencumbered by traditional market entry barriers. Both firms’ managerial strategies and organizational culture influenced their expansion trajectories. This study contributes by consolidating and aggregating existing literature, enhancing its applicability, and furnishing a foundation for future research in this domain.

Green Marketing in The Decision to Purchase Cosmetic Products

Conventional marketing strategies have lost effectiveness by not taking into account as distinctive aspects the changes that society has experienced, such as the growth in consumers' environmental awareness, which is in line with the degradation of our environment.

Analysis of Brand Effects in Data-Driven Design Based on Online Reviews

Abstract Recently, online user-generated data have emerged as a valuable source for consumer product research. However, most studies have neglected the brand effect, although it is a significant factor in conventional market research. This paper demonstrates the importance of brands in data-driven design using online reviews. Specifically, this study utilizes game theory and suggests a game setting representing market competition. Elements of the game are determined based on online data analysis. The proposed approach consists of four stages. The first stage divides online customers into different segments and analyzes them to extract the feature importance of each brand in each segment. The importance is based on the positive term frequency of features, and it becomes the customer’s partial utility for each feature. The second stage defines the specification of product candidates and calculates their costs. This study refers to real market datasets (bill of materials) available online. At this point, the game is all set. The third stage finds the Nash equilibrium of the designed game, and the final stage compares the optimal strategy for a product portfolio with and without brand consideration. The suggested approach was tested on smartphone reviews from Amazon. The result shows that the lack of brand consideration leads a company to choose a non-optimal product strategy, illustrating the significance of the brand factor.

AKTIVITAS KOMUNIKASI PEMASARAN PT ARAH DUNIA TELEVISI PADA PROGRAM RAMADHANKU DI JOGJA

In the current digital era, new media, such as social media, have emerged abundantly. These new media platforms serve similar functions to television, providing information and entertainment, and can be seen as potential substitutes for television due to their accessibility and availability anywhere. To remain relevant in this evolving era, television networks have adapted to the trends by shifting towards digital television that can be accessed through gadgets. ADITV is one of the local Islamic television stations in Yogyakarta that has made this transition to digital television. One of ADITV's programs that reflects its Islamic identity is "Ramadhanku di Jogja." Marketing communication activities need to be conducted to sustain its position amidst the emergence of new media. Therefore, this research aimed to explore the marketing communication activities of PT Arah Dunia Televisi in the program "Ramadhanku di Jogja" using the concepts of marketing communication (Kotler & Keller, 2012) and marketing communication mix (Firmansyah, 2020). The research methodology employed is qualitative descriptive, involving data collection through interviews, observations, documentation, and literature review, utilizing source triangulation and technique triangulation as data validity techniques. The findings of this study indicate that ADITV has implemented marketing communication activities in the program "Ramadhanku di Jogja," including advertising, sales promotion, public relations and publicity, personal selling, and direct marketing, with a stronger focus on conventional marketing approaches such as personal selling and direct marketing.

Implementation of Integrated Marketing Communication Yasika 25

Yasika 25 social foundation carries out social marketing communication through social service activities as part of their marketing plan, in an effort to build better relationships with the community, strengthen brand loyalty, increase consumer trust, and expand market reach. This research aims to describe how Yasika 25 social foundation carries out social marketing communication and what tools are used in its implementation. The research method used is qualitative descriptive by conducting interviews with three individuals involved in Yasika 25 marketing activities. The results of the research show that Yasika 25 uses various social marketing tools such as social media, websites, brochures, and social service activities. Social media is the primary tool for social marketing communication to target audiences, such as Instagram and Facebook. The Yasika 25 website is used as an information medium about their social activities and campaigns. In addition, Yasika 25 also uses brochures as a conventional marketing tool to reach communities that are not connected to social media or their website. During social service activities, Yasika 25 uses marketing tools such as banners, flags, and merchandise as branding efforts and to increase community awareness of their social foundation. The results of this research show that Yasika 25 has been successful in carrying out social marketing communication by using effective marketing tools.

Formulation and characterization of environmentally benign chicken feather-based wood preservatives

This paper develops chicken feather protein-based wood preservatives (CFP-WP). The treatability, leachability and chemical structure of the CFP-WP were analyzed. The crystallinity, thermal properties, micromorphology and decay resistance against fungi of the treated wood samples were investigated to examine their efficacy. The production cost of CFP-WP was also assessed. The results showed that CFP-WP (Cu, B and small molecular amino acids) was able to penetrate into wood cell walls and the active ingredients of preservatives interacted with wood constituents were well fixed onto wood blocks, evidenced by SEM–EDS observation, NMR, FTIR, XRD and TGA/DTG analysis. The morphology analysis elucidated that CFP-WP effectively protected wood against decay fungi. Decay experiments verified that the new preservative prolonged the wood service life, reducing the mass loss up to 10.88% from 51.02% compared to the untreated wood. Further, the production cost of CFP-WP (approx. 130–140 €/tonne) is nearly 30% lower than the commercial price of conventional market preservatives, such as ACQ (approx. 210 €/tonne). The excellent functionalities of this CFP-WP eco-friendly formulation present a great potential to be used as an environmentally benign wood preservative.

Producer and consumer perspectives on supporting and diversifying local food systems in central Iowa

The majority of food in the US is distributed through global/national supply chains that exclude locally-produced goods. This situation offers opportunities to increase local food production and consumption and is influenced by constraints that limit the scale of these activities. We conducted a study to assess perspectives of producers and consumers engaged in food systems of a major Midwestern city. We examined producers’ willingness to include/increase cultivation of local foods and consumers’ interest in purchasing/increasing local foods. We used focus groups of producers (two groups of conventional farmers, four local food producers) and consumers (three conventional market participants, two locavores) to pose questions about production/consumption of local foods. We transcribed discussions verbatim and examined text to identify themes, using separate affinity diagrams for producers and consumers. We found producers and consumers are influenced by the status quo and real and perceived barriers to local foods. We also learned participants believed increasing production and consumption of local foods would benefit their community and creating better infrastructure could enhance efforts to scale up local food systems. Focus group participants also indicated support from external champions/programs could support expansion of local foods. We learned that diversifying local food production was viewed as a way to support local community, increase access to healthy foods and reduce environmental impacts of conventional production. Our research indicates that encouraging producers and consumers in local food systems will be more successful when support for the local community is emphasized.

Loss of organic cattle to the conventional value chains in Ireland: what are the economic and environmental impacts?

PurposeThis paper aims to quantify the loss (or leakage) of organic cattle to conventional value chains in Ireland and assess its economic and environmental impacts.Design/methodology/approachThe paper adopts a Bio-economy Input-Output (BIO) model, a quantitative economic model representing the interdependencies between different sectors of the economy, to assess the economic and environmental impacts of organic leakage in the Irish beef sector.FindingsThe study reveals that 17% of organic cattle aged under 1 year old leave the organic value chain, leaking to the conventional market as a result of imbalances in the development of the beef value chain. The economic cost of this organic leakage is 5.66 million euros. Leakage also has environmental effects because of changes in lifecycle methane and nitrogen emissions based on longer finishing times on organic farms and chemical fertilisers applied on conventional farms. The organic leakage results in a reduction of 82 tons of methane emission and 52 additional tons of nitrogen emission, which leads to 11,484 tons of net global warming potential (GWP) for a 100-year time horizon.Research limitations/implicationsBecause of data availability, the research focussed on the baseline year 2015, which had national data available for disaggregation in Ireland. Therefore, researchers are encouraged to assess the economic and environmental impacts when more recent data are available and to analyse the change in the impacts over the years.Practical implicationsThis study contributes to the discussion on organic conversion and provides valuable insights for stakeholders, especially policymakers, for the design of future organic schemes.Originality/valueThis is the first paper to assess organic leakage in the beef sector.

Stock price momentum modeling using social media data

Alternative data has rapidly gained popularity as a means of observing investor reactions to current stock market events, analyzing sector movements, and developing investment strategies. Signals observed from alternative data may add valuable information to conventional market analysis, especially when there exists some information asymmetry in the market, to which small-cap stocks are particularly sensitive. Our research uses alternative textual data obtained from social media to predict the price momentum of small-cap stocks, which are known to be sensitive to market events and retail investors’ reactions. We directly address the challenges in the analysis of texts, especially in the Korean language, such as the use of jargon, acronyms, and typos, by taking a two-fold approach to preprocessing. Then, we extract the social keywords and label them by two standards: word momentum and correlation with stock price movement. Using these social keywords as social indicators derived from the retail investors trading small-cap stocks, in addition to the conventional technical indicators, we propose a price momentum forecast model which classifies whether the closing price of a given small-cap stock will increase by more than 10% in the next 5 business days. Experimental results show that our approach successfully extracts social keywords that play a significant role in determining the price momentum in the market, and our selected social indicators are intuitive to human understanding. Furthermore, we consider example investment scenarios and run tests by training various classifiers with the social indicators and computing cumulative returns. Our results are very promising and show that the investment scenarios with social indicators outperform the benchmark considerably. We anticipate that our work will expand the scope of using alternative data for stock market analysis and price momentum forecasts by incorporating social indicators extracted from social media.

Influence Brand Experience, Viral Marketing and Brand Image to Brand Loyalty to Service Users Streaming Spotify in Indonesia

The development of a competitive music streaming application industry has an impact on the company's success with a focus on brand loyalty. This study aims to understand the effect of brand experience, viral marketing, and brand image on Spotify user loyalty in Indonesia. A quantitative approach was used by involving 100 Spotify user respondents aged 18-50 years, who use Instagram, through a purposive sampling technique. Primary data was collected through a questionnaire with a five-point Likert Scale. Data analysis used multiple linear regression with IBM SPSS version 26. The findings show that brand experience and viral marketing have no positive effect on brand loyalty. However, brand image has a positive influence. Therefore, it is advisable for companies to enhance features and apply conventional marketing strategies to improve brand experience and achieve better brand loyalty.

Impact of Digital Marketing among Farmers in Agribusiness with Reference to Vivek Enterprises, Holenarasipura, Hassan

The Internet & digitalization have changed the entire world. Like other sectors, business of agriculture has taken up digital marketing or internet marketing and expanding to new boundaries and providing services better than the conventional marketing places. In an age marked by technological advancement and evolving marketing practices, this study delves the Impact of Digital Marketing among Farmers in Agribusiness with reference to Vivek Enterprises, Holenarasipura, Hassan. While digital marketing offers numerous advantages such as cost-efficiency, time savings, accessibility, and flexibility. It is aimed to assess farmers' perceptions of digital marketing, gauge its impact on their operations, and discern the positive and negative consequences of its integration into the agricultural business landscape. The significance of this paper determines the impact and to know the potential of digital marketing in the agribusiness sector and to understand how digital marketing in agriculture is better than retail marketing and to know the satisfaction level in farmers towards digital marketing in agribusiness

Blockchain-Enabled Marketing Analytics for Enhanced Campaign Transparency

In the digital age, blockchain technology has enormous potential to transform marketing analytics and improve campaign transparency. This project aims to investigate how blockchain-enabled marketing analytics might enhance the efficacy and transparency of campaigns. The primary aims of the research were to examine the difficulties associated with conventional marketing analytics, investigate blockchain-based remedies, evaluate real-world case studies, deliberate on potential future paths and valuable suggestions, and evaluate the constraints and policy ramifications. The study's approach comprised a thorough analysis of case studies, literature, and professional comments from blockchain and marketing analytics experts. The fundamental discoveries include discovering blockchain-based solutions for conventional marketing analytics problems, presenting real-world applications through case studies, identifying future directions, and helpful adoption advice. The need for regulatory frameworks to manage data privacy issues, advance interoperability, and assist with initiatives for cooperation and education are among the policy consequences. This study sheds light on the revolutionary possibilities of blockchain-enabled marketing analytics for raising campaign transparency and spurring innovation in digital marketing.

ONLINE MARKETING MEDIA IN THE DIGITAL AGE: THE DEMISE OF CONVENTIONAL RETAIL MARKETS

Introduction - Online marketing has experienced significant growth in the digital era, and its impact on the conventional retail market has been a hot topic of discussion. Based on the data obtained, from late 2017 to early 2018 was the beginning of the modern retail market turmoil. One by one, modern retail markets fell because modern society no longer wants safe and convenient shopping activities, but also practical and efficient. This is offered by online shopping, the various benefits obtained, making shoppers prefer online shopping activities over conventional shopping. Online marketing provides greater accessibility to consumers. They can shop anytime and anywhere through their electronic devices.
 Objective - The researcher intends to deepen the study to explore and analyze the exposure of the digitalization era of online marketing media on the fall of conventional retail markets. The purpose of this study is of course to find out and analyse the incessant exposure of the digitalisation era, especially marketing media in its role in bringing down the conventional retail market.
 Design/Methodology/Approach - This research uses a qualitative descriptive method, which is contextual research that makes informants instruments and is adjusted to a natural situation about data collection which is generally qualitative. Research procedures produce descriptive data in the form of written or spoken words of people and observable behavior.
 Finding - People tend to spend online shopping activities rather than doing conventional shopping activities. The impact is the fall of the conventional market, the glory of the conventional market is gradually starting to erode and is predicted to experience massive closures in the future. There are many advantages of shopping online rather than conventionally. Business leaders need to develop an integrated marketing strategy between online and offline platforms. Recognizing how both can support each other and increase overall brand visibility will be the key to success.

Pemberdayaan Masyarakat melalui Pelatihan Digital Marketing pada UMKM Produk Pertanian di Desa Bodag, Madiun, Jawa Timur

<p><strong><em>Community Empowerment through Digital Marketing Training in Agricultural Product SMEs in Bodag Village, Madiun, East Java. </em></strong><em><em>Micro, Small and Medium Enterprises (MSMEs) are often faced with problems related to the limited range of product marketing because they only use conventional marketing. One of the solutions is through digital marketing to expand the reach of product marketing and increase product sales. This community service aims to provide knowledge and increase the interest of MSMEs in Bodag Village in developing technology-based businesses through digital marketing, as well as assisting MSMEs in Bodag Village in implementing digital marketing. Digital marketing training and assistance for MSMEs in Bodag Village have been carried out. The training was attended by SMEs Rumah Coklat Bodag, Kopi Laksana SMEs, Kopi Selo Gedong SMEs, Keripik Selo Gedong SMEs, Keripik Pop Krip, and Keripik Kiya. The training begins with increasing MSME knowledge and continues with hands-on practice. From the training results, MSMEs' knowledge of digital marketing has increased from a score of 45.79 to 76.84. Regarding skills, it also showed positive results with indicators of the ability of MSME members in Bodag Village to make catalogues of food products, as well as Instagram and website content for. Both of these are indicators of the successful implementation of this program. In addition, the interest in implementing digital marketing in the marketing process by MSMEs in Bodag Village also indicates that the implementation of the program has succeeded in fulfilling the purpose of doing community service</em></em><em><em>.</em></em></p>

Pelatihan bisnis digital marketing di PT. Abisakti Surya Megakon

Digital marketing is a marketing strategy using the internet and information technology to expand traditional marketing functions. Digital marketing can help marketers establish relationships with customers to increase customer loyalty. Digital Marketing is one of the media that is currently in great demand by the public and as a support in their daily activities. Gradually, many people are starting to leave conventional marketing methods and switch to digital marketing. The problems experienced by PT. ASM is about digital marketing business marketing that can increase revenue on a sustainable scale in the era of globalization. This training will be given to employees / HR from PT. ASM to be able to improve soft skills in implementing and developing digital marketing so that it can help receive all forms of scientific and technological information that comes from outside to improve the economy for future prosperity. This training will be provided in a hybrid manner, conducted offline or online (zoom). This training will explain in more depth about digital marketing. Participants will also be taught to develop strategies to communicate brands through various digital media, as well as evaluate and measure their level of success.

Links between US and Turkish agricultural commodity Markets: Nonlinear dependence and tail risk

In these unprecedented times, marred by the effects of the Covid-19 pandemic, global warming, and the war in Ukraine that began in February 2022, new approaches such as tail dependence have attracted more interest than conventional market dependence methodologies in analyzing time series in order to evaluate market linkage. In this study, we use the tail-restricted integrated regression function (IRF), introduced as a new methodology for nonlinear tail-mean dependence analysis. The IRF approach has several advantages over the existing tail-dependence measures focused solely on the occurrence of single tail events. To examine market dependence and tail risk, we analyze the nexus between the US and Turkish agricultural commodity markets over the period January 5, 2016–May 31, 2022. In addition to the daily prices of barley, corn, and wheat on agricultural commodity markets, we use Brent oil as a representative for the energy market, interest, and foreign exchange rates for financial markets as variables in our study. The results of upside and downside asymmetric risk spillovers show the direction of impact from the US agricultural market to the Turkish agricultural market. The findings suggest that, following the launch of a spot market in Türkiye, the launch of an agricultural commodity futures market will enhance the completeness and the link between the spot and derivatives markets there.

Understanding mispricing in the travel and leisure industry

In this paper, we show that the travel and leisure industry prices for 18 countries cannot be explained by conventional market risk factors. We, in other words, document significant evidence of mispricing, which increased exponentially due to the COVID-19 pandemic. We empirically show that COVID-19 related news, led by travel-related news, and COVID-19 support indices influenced industry mispricing. Trading on this mispricing is found to be economically significant for investors, who, by buying when prices are undervalued and selling when overvalued, can make annualized profits in the 3.11–25.02% range, depending on the country. These results are robust not only to different risk factors and subsamples, but also to the COVID-19 pandemic. Our findings have implications for travel industry stakeholders, policy makers, and investors.

Trading patterns in the bitcoin market

ABSTRACT Despite the growing literature on Bitcoin and other cryptocurrencies, we know relatively little about who are involved in trading, transacting and using these assets and how they behave. Examining millions of Bitcoin transaction records, we show that less than 1% of Bitcoin users contribute to more than 95% of the market volumes. These ‘whales’ are often associated with strategic trading/transaction volumes, market reactions and timing patterns. Using K-means clustering on a comprehensive transaction dataset, we establish a typology of traders by learning their trading exchange patterns, strategies and impact risk and market microstructure. Our approach ‘learns’ and identifies five distinct groups or types of Bitcoin users, which are somewhat, though not entirely, comparable to popular categorisations used in conventional market such as fundamental, technical, retail and institutional traders as well as market makers. Four of these groups present distinguishable trading patterns with a strong impact on liquidity provision and trading signals.