Conventional Market Research Articles

A Review of Tiktok Livestreaming Commerce

In recent years, live-streaming commerce has witnessed remarkable global growth, catalyzed in part by the COVID-19 pandemic. TikTok, originally a video-sharing app, has undergone rapid expansion and now offers livestreaming capabilities. This review aims to explore how TikTok livestreaming is reshaping the marketing landscape. The objective is to uncover the advantages of TikTok livestreaming for various stakeholders, shedding light on its potential implications for marketers, customers, and content creators. A comprehensive examination of existing literature was conducted, analyzing studies, reports, and academic papers. The analysis focused on the multifaceted benefits of TikTok live streaming for marketers, customers, and content creators. It also considered practical implications for businesses utilizing this platform. TikTok livestreaming fosters real-time engagement between marketers and customers, leading to enhanced trust and more effective product demonstrations. It appeals to younger demographics, offering a valuable marketing avenue. For customers, it facilitates interactive, informative, and emotionally engaging shopping experiences. Content creators can leverage TikTok live streaming to monetize their content and deepen connections with their audience, enhancing brand exposure. In conclusion, TikTok livestreaming is reshaping e-commerce by facilitating immersive, interactive, and trust-building experiences for marketers, customers, and content creators. Marketers should focus on quality interaction, product presentation, and partnering with suitable content creators. Collaborations with influencers should consider credibility and alignment with brand values. Leveraging TikTok's livestreaming capabilities offers the potential to cultivate customer loyalty and retention, transforming conventional marketing paradigms in the process

Peran Komunikasi Pemasaran Modern pada Produk Kuliner Tradisional di Teras Jahe Yogyakarta

One business that is still consistently increasing and contributing to the national economy is the growth of the culinary/food and beverage (F&B) business industry, as gastronomic trends continue to be initiated as a new tourism alternative. This research aims to analyze the sales efforts of traditional culinary products carried out by Teras Jahe Yogyakarta using the 10P Marketing Mix theory based on Kotler and Armstrong's perspective. This research uses a qualitative descriptive method through data collection techniques: observation, in-depth interviews, documentation, and literature study. The results of the research show that the management at Teras Jahe Yogyakarta has carried out various promotions in conventional marketing media to digital marketing media, especially those that focus on strengthening the brand image with the tagline "Warming the Archipelago". The application of the 10P indicators in the marketing mix is a fundamental tool that Teras Jahe Yogyakarta must continue to optimize to maintain its business.

How Does The Transition From Conventional Marketing To Online Marketing Align With Economic Theories On Market Efficiency And Resource Allocation?"

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Benefits, barriers, and levels of e-commerce adoption: study of traditional beverage SMEs

Purpose. This study analyses the perceived benefits and barriers of e-commerce use by traditional micro, small, and medium beverage enterprises (SMEs). The research also identifies the level of e-commerce adoption by SMEs and further analyses the effect of benefits and barriers on e-commerce adoption levels in traditional beverage SMEs. Methodology / approach. This is quantitative research. This study examines the influence of benefits and barriers on the level of e-commerce adoption using statistical procedures. The object of the study is traditional beverage SMEs in Yogyakarta Province, Indonesia. The research samples are 330 traditional beverage SMEs that have used e-commerce for at least a year. Samples are taken proportionally in five regencies and cities in Yogyakarta. Data collection using survey technique through interviews with SMEs. The indicators are measured using five Likert scales from strongly disagree to strongly agree. Analysis of perceived benefits and barriers of e-commerce use is carried out descriptively. The adoption level is measured by reference to the 6 levels of e-commerce. Analysis of the effect of benefits and barriers on the level of e-commerce adoption is carried out using multiple linear regression tests. Results. The results show that the benefits are highly perceived by SMEs: e-commerce facilitates interaction with consumers, facilitates data access, improves customer services, and eases online product distribution. Moderate barriers include limited mastery of knowledge and skills about e-commerce, inadequate mastery of foreign language skills, and SMEs’ tendency to depend on conventional marketing. The most e-commerce adoption level is level 4 (electronic transactions), followed by level 6 (site optimisation) and level 5 (relationship building). The study also confirms that benefits and barriers significantly affect e-commerce adoption levels. Originality / scientific novelty. This research was conducted based on the perceived benefits and barriers of e-commerce use by traditional beverage SMEs, which had never been carried out in the study area. This study reveals the fact of positive transition and expectations for increasing the level of e-commerce adoption at the SME level whereas previous studies show rather the opposite conditions. The study categorised e-commerce adoption levels into three categories (low, moderate, and high) based on the 6 stages model of e-commerce adoption. Practical value / implications. Efforts to provide solutions are necessary to encourage the level of e-commerce adoption through intensive socialsation, motivation, training, and mentoring to improve knowledge and skills on e-commerce and foreign language skills as well as encourage e-commerce to become a daily culture for SMEs.

Traditional marketing mix helps clothing store brands analyse service value and increase customer retention

This study sought to determine how the conventional marketing mix might assist low-cost clothes in assessing the value of their services and increasing client retention. Due to this shortage, contemporary authors have suggested introducing an additional crucial aspect, namely after-sales support, while studying the service marketing mix (SMM) for “cheap clothes”. This study examined and included one new dimension of the service marketing mix instead of the conventional 7 P's of SMM. In this study, the effects of SMM cloths on service quality and client retention in Hubei Province were also examined. These effects included advertising, place, people, product, pricing, process, physical evidence, and after- sales service. Clothing Store brand providers from “Hubei Province” compete with one another in a crowded market since there are so many new entrants selling and providing comparable goods and services. Retention consequently becomes an issue. Surveys with different persons in various positions, such as professors, PhD students, MSc students, and BSc students of various nationalities, were done, and data was obtained using the convenience sample technique. In “Hubei Province”, the sampling technique was utilized to gather information from clothes whose guests had ever stayed in low-cost Hubei Province clothes. The Partial Least Square Method was utilized to evaluate the data from the 385 valid questionnaires that were obtained for this investigation. The results showed that both directly and indirectly, through service value, the service marketing mix had a considerable beneficial impact on customer retention. This study will be valuable to the low-cost Cloth sector since it will clarify the role that marketing mix strategies have in sustaining long-term client connections.

On the influence of conventional and automated market makers on market quality in cryptoeconomic systems

Decentralized exchanges (DEXs) have become an alternative to centralized exchanges (CEXs) for trading assets in the form of tokens in cryptoeconomic system markets. The emergence of DEXs is strongly driven by their potential to tackle challenges for market quality originating from CEXs by design, such as opaque market-making strategies and centralization of power. However, it remains unclear to what extent DEXs can enhance market quality compared to CEXs. A core reason for this is the lack of an analysis concept for investigating influences of market makers, including automated market makers (AMMs) used in DEXs and conventional market makers used in CEXs, on market quality in cryptoeconomic systems. To better understand influences of market makers on market quality in cryptoeconomic systems, we developed an analysis concept based on our formal price model grounded in established concepts of market microstructure. We demonstrate the usefulness of the analysis concept by examining conventional market makers on CEXs (i.e., Binance and Coinbase) and automated market makers (AMMs) on DEXs (i.e., Uniswap v2 and Uniswap v3). The main purpose of this work is to support the analysis of influences of different market makers on market quality in cryptoeconomic systems. This is useful to better understand how cryptoeconomic systems can ensure high market quality and safeguard market participants, when issuing tokens.

Amplification of avian influenza virus circulation along poultry marketing chains in Bangladesh: A controlled field experiment

The prevalence of avian influenza viruses is commonly found to increase dramatically as birds are transported from farms to live bird markets. Viral transmission dynamics along marketing chains are, however, poorly understood. To address this gap, we implemented a controlled field experiment altering chicken supply to a live bird market in Chattogram, Bangladesh. Broilers and backyard chickens traded along altered (intervention) and conventional (control) marketing chains were tested for avian influenza viruses at different time points. Upon arrival at the live bird market, the odds of detecting avian influenza viruses did not differ between control and intervention groups. However, 12 h later, intervention group odds were lower, particularly for broilers, indicating that viral shedding in live bird markets resulted partly from infections occurring during transport and trade. Curtailing avian influenza virus prevalence in live bird markets requires mitigating risk in marketing chain nodes preceding chickens’ delivery at live bird markets.

Digital Marketing Untuk Meningkatkan Umkm Penjualan Es Teh Anak Rantau Kota Pekanbaru

Digital literacy refers to a person's ability to use, understand, and participate in the digital environment effectively. The development of information technology has changed the scope of the marketing world in recent years. Marketing communication methods that were previously traditional and conventional have now been integrated into the digital world. Digital marketing has become one of the media that is often used by business people because of the new ability of consumers to follow the flow of digitalization, several companies are gradually starting to abandon conventional marketing models and switch to modern marketing.The development of information technology is growing rapidly. Some activities of Micro, Small and Medium Enterprises (MSMEs) utilize information technology to run their business. One of them is the MSME Anak Rantau Iced Tea. Through the community service team, training on digital marketing was carried out as an effort to develop the Iced Tea Children of Rantau MSMEs The results of this activity showed that business actors participated in the training activities carefully. This can be seen from the enthusiasm of the actors in understanding marketing digitalization

SYNTHESIS OF NEUROMARKETING WITH MARKETING: PRINCIPLES AND TRENDS

The integration of neuromarketing with traditional marketing strategies has emerged as a dynamic and innovative approach in understanding consumer behavior. This article explores the synthesis of neuromarketing with conventional marketing principles, highlighting the underlying mechanisms, key principles, and emerging trends. The discussion delves into how this synthesis can enhance marketing effectiveness by providing deeper insights into consumer preferences and decision-making processes.

Penyuluhan Literasi Keuangan Bagi UMKM Jamu Gendong

The purpose of this community service activity (PKM) is to increase the knowledge about financial literacy for Mbak Eka's business herbal medicine (UMKM jamu gendong) so that it can be used in business development. The methods that used in this community service activity are giving a lecture and discussions. The stages start from coordinating with business owners, provide counseling and the evaluation stage. The discussion shows that business owner’s has been in the financial literacy level, namely sufficient literate, meaning that they already have knowledge and confidence of financial service institution and have existing financial products. Mbak eka as the owner of the business has known about the procedures to obtaining additional business capital from banks and also the risk. However, mbak eka doesn’t taking the advantage of these capital financial services because she doesn’t need it yet. The Business owners also have has the budgeting skills and saving habits. However, the savings only for consumption and not used for investment. The hoped that the business owner will be able to develop financial strategies through investment skills in the form of being able to allocate savings, from selling herbal medicine to business capital in order to transition from conventional marketing to online marketing in order to reach a wider market.

Pengabdian Masyarakat Pada UMKM Toko Baju Tulipfits.Id Dalam Mengimplementasikan Teknologi Platform Shopee

This socialization aims to describe the community service process carried out at the Tulipfits.id Clothing Shop MSME in implementing Shopee marketplace technology. A qualitative approach is used to explore the challenges and opportunities faced by MSMEs in the adoption of this technology. The development of information technology has changed the scope of marketing. This happens because traditional and conventional marketing methods have been incorporated into the digital world. Marketing that uses advanced digital technology is called digital marketing. Therefore, we conducted community service at one of the MSMEs, Toko Baju Tulip, to help MSMEs introduce their products to the general public using Shopee's digital marketing channel. The purpose of this community service project is to implement online marketing strategies through a web-based digital marketing system. This will also increase the market share of Toko Baju Tulip. The implementation uses focus group discussions (FGDs), observation, interviews, and documentation.

Use Of Digital Content As A Means To Reach Unreachable Market Segments Conventionally

The presence of the industrial era 4.0 gave birth to various technological developments that have an influence on the delivery and processing of data in all aspects of human life. Technology brings the presence of developments in the field of marketing. This development comes with digital marketing that shifts conventional marketing. Business owners try to do various ways to develop their business and increase profits, one of which is the use of digital content as a strategy in digital marketing. The purpose of this study is to analyze the use of digital content as a means to reach market segments that are not conventionally reached. The research method used is qualitative with description processing. The data collection technique is a literature study using various relevant sources. The data obtained was analyzed with three stages, namely data reduction, data presentation, and conclusion making. The results show that the use of digital content as a digital marketing strategy is effective in reaching market segments that are not reached conventionally through social media platforms, websites, and mobile applications. Analysis of content performance and user interactions enables optimization of digital marketing strategies, increasing brand awareness, expanding reach, and enhancing engagement with diverse market segments, emphasizing the importance of continuous development and utilization of analytics technology to understand consumer preferences and behaviors to strengthen competitive positions in dynamic markets.

USE OF AUDIOMARKETING TO PROMOTE THE SERVICES OF THE TOURISM INDUSTRY

The aim of the study is to substantiate the importance and peculiarities of using audio marketing tools to promote tourism services in the tourism industry. The article proves that the use of neuroimaging methods in marketing is gaining popularity, as it provides marketers with information that cannot be obtained using conventional marketing methods. Musical content is increasingly integrated into the marketing communications system, covers the points of interaction with tourists, and contributes to the personalization of audiocommunication. It has been determined that audio marketing is an important element of modern marketing strategies, and its tools not only influence the behavior and psycho-emotional state of consumers of tourism services, but also significantly enhance the effectiveness of other marketing tools aimed at obtaining the expected result. Well-chosen music helps to improve interaction and form a positive perception of tourism products and services among tourists, creates sound comfort, ensures a good mood, enhances positive impressions, builds commitment, increases loyalty, extends the time of stay, and increases both planned and spontaneous purchases. The article substantiates that the choice of background music is of great importance in the formation of audio design, which provides tourists with positive emotions, creates an appropriate atmosphere and a pleasant overall impression. It is proved that in order to achieve an effective result of music's influence on consumers of tourist services, producers of tourist services need to constantly conduct marketing research on the needs and behavior of tourists; monitor and analyze the impact of music on tourist behavior; and conduct training and professional development of marketers.

Kombinasi Digital Marketing, Marketing Konvensional Dalam Strategi Pemasaran Produk UMKM Di Kampung Cikandang

Digital Marketing is product marketing through digital media, while conventional marketing uses traditional media such as print, television and radio. The majority of MSMEs in Cikandang Village choose to use these two promotional systems, especially for culinary products because they are considered more effective. This research was carried out using documentation data collection techniques with MSMEs in Kp. Cikandang Rw. 06 Etc. Cileunyi Kulon. The research results show that combining digital marketing and conventional marketing in product marketing strategies is effective in reaching a wider market. This combination has proven to be very effective for marketing products sustainably. MSME players can expand their marketing reach by combining two marketing systems, namely using various digital media such as Go Food, Grab Food, Shopee Food, Whatsapp and other platforms provided by business owners as part of marketing, and at the same time business owners can promote their products. with a direct marketing system (conventionally) with the aim of achieving a wider market share

Influence of Influencer Marketing on Consumer Purchase Intentions

Purpose: The aim of the study was to assess the influence of influencer marketing on consumer purchase intentions. Materials and Methods: 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 study indicate that consumers are more likely to trust and be influenced by recommendations from individuals they perceive as authentic and knowledgeable. Influencers, especially those with niche audiences, can create a sense of personal connection and trust with their followers, making their endorsements more persuasive than traditional advertising. This trust translates into higher engagement rates and a greater likelihood of consumers trying and purchasing products endorsed by these influencers. Additionally, the interactive nature of social media platforms allows influencers to engage directly with their audience, answering questions and providing real-time feedback, further enhancing their impact on purchase decisions. Overall, influencer marketing effectively taps into the power of social proof and word-of-mouth, driving consumer interest and purchase intentions more effectively than many conventional marketing strategies. Implications to Theory, Practice and Policy: Social influence theory, informational social influence theory and theory of planned behavior may be used to anchor future studies on assessing the influence of influencer marketing on consumer purchase intentions. Encourage brands to establish strategic collaborations with influencers based on authenticity, trustworthiness, and alignment with brand values. Advocate for transparency and ethical guidelines in influencer marketing practices to build consumer trust and credibility.

Research on Cross-International Business Operation and Management Strategies of Enterprises

As globalization accelerates, the corporate realm finds itself amidst an unprecedented international business landscape. Conventional marketing paradigms and management strategies falter in such rapidly shifting environments, presenting both challenges and opportunities for multinational operations. This discourse delves into the myriad challenges facing multinational corporations, such as policy risks, legal framework disparities, cultural differentials, economic and monetary policy uncertainties, and disparate rates of technological advancement. Moreover, the article conducts a profound analysis of theories pertaining to international business and multinational management, cultural variance theories, as well as strategic management theories, with the aim of furnishing a robust theoretical foundation for multinational operations and management. Beyond mere theoretical exploration, this article also endeavors to elucidate various successful strategies in multinational operations and management, encompassing market entry strategies, marketing strategies, human resources management strategies, and financial and risk management strategies, in order to furnish enterprises engaging in international markets with reliable guidance and successful paradigms, thus encouraging the realization of both social value and commercial interests in tandem.

Local wisdom and Government's role in strengthening the sustainable competitive advantage of creative industries

The competitive advantage of the Creative Industry is an important strategy to succeed in a highly competitive global business market. The Indonesian creative industry is a strategic industry characterised by Small and Medium Enterprises (SMEs). However, these enterprises face challenges, such as low entrepreneurial orientation, low digital literation to access the global market, limited capital, lack of digital payment methods, and a focus on conventional marketing activities rather than implementing Entrepreneurial Marketing (EM). The previous research proposed that Entrepreneurial Orientation (EO) and Entrepreneurial Marketing (EM) could increase competitive advantage due to the moderating role of local wisdom culture and the government's role. Therefore, this research aims to analyse the moderating role of local wisdom culture and the government's role in the effect of EO and EM on sustainable competitive advantage development. The quantitative research design employed a self-administered survey distributed to 400 top and middle managers within the superior and priority subsectors of the creative industry. The survey targeted four provinces in Indonesia known for their high contributions to the Gross Domestic Product (GDP >9 %), based on the ‘Purposive Sampling’ method. The results of the SEM analysis, based on 330 useable data points, show that Local Wisdom and Government's Role significantly mediate the relationship between Sustainable Competitive Advantage and Sustainable Business Performance. The research results imply that it is necessary to empower the government's role in providing information technology infrastructure to facilitate the creative industry's access to the global marketplace and encourage the use of digital payment methods for the rapid development of sustainable competitive advantage. Theoretical contributions extend to Dynamic Capability Theory by integrating Resources Advantage Theory and Resources Base View Theory, including the moderating role of Local Wisdom and Government's Role, and examining the relationship of EO and EM with sustainable competitive advantage.

Pendampingan Promosi Kepada Pelaku UMKM Kuliner di Desa Gunaksa Melalui Pengembangan Media Pemasaran Berbasis Digital

In this era, the business world is developing very rapidly and requires high creativity in facing changes from economic actors. Gunaksa Village is a village located in Dawan District, Klungkung. Gunaksa Village is one of the official villages which consists of 7 small hamlets. In Gunaksa Village there are several MSMEs for ancient traditional dishes. However, some MSMEs in Gunaksa Village, especially culinary MSMEs, still use conventional marketing methods that are not in line with technological developments. UNHI KKN students innovate and digitalize MSMEs towards an independent society. Training and creating a Google Maps Address with the initial stage, including an address on a digital social media account can make it easier for consumers to go to the MSME seller's place of sale. Making Promotional Videos. Making this promotional video aims to introduce traditional culinary delights in Gunaksa Village which are supported by the village government by holding the Gunaksa Cultural Festival. This is also useful for MSMEs to sell and promote products sold via social media. The methods used in assisting MSMEs include going to the field to observe and interview several culinary MSME actors in Gunaksa Village. For the problems that occurred, students provided solutions in the form of using digital media as an effective marketing strategy

Community Empowerment at Cirendeu Cassava MSMEs Based on the Penthahelix Collaboration Model

MSMEs are an important part of the economy in Indonesia, marked by their contribution in reducing unemployment by absorbing labor. Cassava Multipurpose MSMEs in Cirendeu Traditional Village are also required to be able to innovate in marketing and product innovation produced in order to remain competitive against changing times. Some of the problems of Cirendeu's Multipurpose Cassava MSMEs are still in terms of the limitations of MSME actors to innovate such as the lack of innovation in processed products from cassava, still traditional packaging and conventional marketing. MSME development needs to be carried out in improving and fostering competitive capabilities. Therefore, the involvement of various actors will help the development run optimally. Through pentahelix synergy, which is cooperation between stakeholders consisting of academy, business, government, community, and media. This research aims to find out and describe community empowerment with the pentahelix model in the development of MSMEs. The method used in the research is descriptive qualitative through interviews, documentation and literature study. The results showed that the development of MSMEs has involved five actors in the pentahelix model, namely academics, business, community, government, and media.

Differential price pass‐through in organic and conventional fresh fruit and vegetable markets

AbstractOrganic food production growth has remained relatively slow compared to organic retail sales growth in the United States. This paper questions whether the conduct of downstream agents plays any role in explaining the difference. Mainly, we shed light on structural differences between organic and conventional fresh fruit and vegetable markets by examining differential price pass‐through rates. We estimate a rolling‐window retail pricing model using retail and wholesale price data from five metropolitan statistical areas with terminal markets in the United States. We find that pass‐through rates are 10 to 15 percentage points lower in the organic market, and the differences are statistically significant. We also find that the gap between pass‐through rates narrows as the organic market share increases. Our results suggest the organic market is significantly less competitive than the conventional market. The implication is that farmers may have less incentive to convert to organic farming as they may not capture the full retail price premium consumers pay.