Attention Of Customers Research Articles

Influence of Visual Quality and Cultural Background on Consumer Apple Preferences: An Eye-Tracking Study with Chinese and Hungarian Consumers

Using eye-tracking technology, the proposed study investigates how customers visually evaluate apples varieties and apple defects and how these evaluations affect their purchasing decisions. Three aspects were examined in this study: apple variety, defect severity, and cultural background. Idared, Golden Delicious Yellow, and Golden Delicious Green apple varieties with increasing degrees of bruising were shown to Chinese and Hungarian participants. The findings show that apple variety had no significant effect on gaze patterns, whereas cultural background had a considerable impact on visual attention measures. The most important element in grabbing and retaining customer attention was the severity of the defect, which was measured by area. The “Threshold of Rejection”, which characterizes consumer tolerance for Apple defects, is introduced in the study. Furthermore, a polynomial regression model was created to predict the probability of repurchasing an apple depending on its visual quality (level of bruising). These results provide useful information for marketing plans, quality assurance, and comprehending customer behavior in the fresh produce sector.

Marketplace Shopee Sebagai Media Komunikasi Pemasaran Toko Fajri Craft

Marketplace is a platform that facilitates online business transactions such as buying and selling goods or services online between sellers and buyers. This study aims to determine the Shopee Marketplace as a marketing communication medium for Fajri Craft Shop. This research is a qualitative descriptive research. Based on the theory used is integrated marketing communication (IMC) according to Kotller and Armstrong. The results of this study found that. First, advertising, Fajri Craft Shop utilizes the Sponsored Ads feature discount and promo features, such as flash sales, cashback and free shipping to attract more buyers. Second, sales promotion, Fajri Craft Shop uses promotional strategies such as big discounts, vouchers, free shipping, and bundling which are considered very effective in attracting buyers and increasing sales. Third, public relations, Fajri Craft Shop’s relationship with customers shows that the communication approach that focuses on active and responsive interaction, this reflects an excellent strategy in building strong and positive relationships with customers. Fourth, personal selling, in making sales, Fajri Craft Shop cooperates with influencers and affiliates. Fifth, direct marketing, the direct marketing strategy implemented by Fajri Craft Shop in the marketplace is very effective in attracting customer attention, namely by utilizing advertising features, participating in promotions, creating quality content, and providing responsive customer service Thus, an integrated marketing communication (IMC) strategy can be an effective step in utilizing the shopee marketplace as a marketing communication medium..

Analysis of Promotion and Service Quality on Decisions to Use Auto2000 Service Services Waru Branch

This study aims to analyze the effect of promotion and service quality on decisions to use service services at Auto2000 Waru Branch. In an increasingly competitive business world, it is important for automotive companies such as Auto2000 to understand the factors that influence consumer decisions. The method used in this research is descriptive qualitative, where data is collected through interviews with customers and employees. The results show that attractive promotions, such as discounts and loyalty programs, as well as the use of social media, are very influential in attracting customer attention. addition, friendly, fast, and professional service quality is also a key factor in creating customer satisfaction. Customers value efficient turnaround times and the staff's ability to explain the service process well. By combining effective promotional strategies and quality service, Auto2000 Waru Branch can attract more customers and maintain the loyalty of existing customers. This study recommends that Auto2000 continue to innovate in marketing strategies, improve training for employees, and expand promotional programs to better suit customer needs. It is hoped that the results of this study can make a positive contribution to the development of after-sales services in the automotive industry in Indonesia.

Assessing the Impact of Perceived Corporate Social Responsibility Activities on Customer Value: Examining the Role of Brand Attitude and Customer–Company Identification

Despite recent evidence indicating a rise in customer attention to businesses’ corporate social responsibility (CSR) activities, few studies have investigated how CSR impacts customer value. Addressing this gap, this study aims to assess the influence of perceived CSR activities (legal CSR, economic CSR, social CSR and environmental CSR) on brand attitudes and customer–company identification (CCI). Furthermore, the impacts of brand attitude and CCI on customer value are explored. The data were collected from 199 respondents through a structured questionnaire. Analysis was performed via structural equation modelling in Amos and SPSS. The results show that social CSR and environmental CSR positively influence brand attitudes and CCI. In contrast, legal CSR and economic CSR have insignificant impacts on brand attitude and CCI. Moreover, customer value is positively and significantly affected by brand attitude and CCI. These results underscore the need for organizations to put more emphasis on their social and environmental CSR to improve customers’ value.

Maximizing digitalization to maintain consumer loyalty

In the digital era, mobile applications have become essential tools for companies to foster consumer loyalty by enabling seamless interactions, efficient transactions, and accessible customer service. This study examines the impact of digitalization on customer loyalty through a qualitative case study of Sociolla, focusing on the SOCO application. Data were collected via purposive sampling involving a company representative and a Sociolla consumer and analyzed using thematic analysis, presenting findings narratively. Sociolla demonstrates the strategic use of digital platforms for branding and consumer engagement. The consumer informant reported increased interest, enthusiastic event participation, app downloads, and a clear understanding of Sociolla’s brand identity, highlighting the ecosystem fostered between the company and its customers. These findings underscore the broader applicability of effective digital strategies in engaging customers and enhancing brand loyalty across industries. The study concludes that mobile applications capture customer attention, drive active involvement, and strengthen brand relationships when effectively leveraged. It also identifies a need for future research to quantitatively assess the impact of digital platforms on loyalty, engagement, and brand attachment. However, the study's scope is limited to Sociolla, a cosmetics retail brand with a predominantly female customer base. Expanding research to include diverse demographics, regions, and industries could provide richer insights into the effectiveness of digitalization strategies in maintaining customer loyalty across varied contexts

Strategi Membangun Branding dengan Menyelenggarakan Program M-ICO pada Siswa SMA Muhammadiyah 1 Taman

In this modern world 5.0, competitiveness in choosing a school is very important for the future of students, so that service providers build distinctive features that want to attract the attention of customers. Therefore, the management and its staff created the M-ICO program which aims to build branding that differentiates it from other schools. M-ICO itself is Muhammadiyah International Class which provides English language programs in collaboration with foreign educational institutions. In preparing branding, the things that must be considered are facilities, personnel and adequate funds. This study aims to reveal the branding determined by the management of SMA Muhammadiyah 1 Taman which differentiates it from other schools. The method used by the researcher is to use qualitative descriptive. The results of this study indicate that what the management of SMA Muhammadiyah 1 Taman does is very good, so that the distinctive features it has must be maintained because they meet the needs of customers in this modern era which aims to make it easier for students to be accepted on prestigious campuses both in Indonesia and abroad.

Exploring dynamic customer requirement trend of buffet restaurant: a two-stage analysis from online reviews

PurposeCustomer expectations and preferences may evolve as they experience more. This study aims to analyze the dynamics of customer requirements (CRs) as customer experience familiarity increases, offering insights for enhancing product-service quality.Design/methodology/approachThis study categorizes dynamic requirements into two conversion stages: from new to repeat customers and from repeat to frequent customers. First, crawl online reviews (ORs) and determine each review’s conversion stage. Second, identify product-service attributes from reviews and conduct aspect-level sentiment analysis. Then, examine each attribute’s trend direction and magnitudes in the two stages. Finally, a dynamic-trend importance-performance analysis (DTIPA) model is developed to analyze the dynamic requirements and provide strategies for optimizing product services.FindingsThis study identifies eight attributes of buffet restaurants with varying requirement change trends. In particular, customer attention to “waiting time,” “variety of dishes,” “cost performance” and “taste” decreases in the first stage. In the second stage, “environment” and “freshness” increase differently from the first. Satisfaction with “cost performance” increases in the first stage but decreases in the perception of frequent customers. Improvement strategies are also provided based on these trends.Originality/valueResearch on dynamic requirement trends based on ORs and customer experience familiarity is scarce, particularly in the context of buffet restaurants. Moreover, existing methods have their limitations. This study proposes a novel approach for the progressive exploration and extraction of evolving CRs from ORs. By incorporating the trend direction and magnitude of attributes’ importance and satisfaction, DTIPA is developed to form strategies for optimizing buffet restaurant product services.

Game On: Enhancing Customer Engagement Through Influencers’ Gamified Messages

Effective customer engagement with tourism brands is crucial for influencer marketing and can be significantly enhanced through creative and innovative message strategies that capture customer attention. This paper examines the impact of gamified messages—a novel message modality—on customer engagement with tourism brands. The results of the four studies herein show that gamified messages lead to higher customer engagement with tourism brands than traditional text messages, with flow experience identified as the underlying mechanism explaining this effect. Customer engagement, in turn, leads to higher behavioral intentions toward the tourism brand and intentions to follow the influencer. Gamified messages, when employed by specialist influencers and oriented to adventure, are also shown to increase customer engagement with tourism brands. The findings offer insights for tourism brands seeking to enhance customer engagement through influencer marketing.

Popping-Up Poster: A Pin-Based Promotional Poster Device for Engaging Customers through Physical Shape Transformation

Promotional media, such as paper posters and digital signage, are installed in shopping malls to recommend products and services. However, it has been reported that many customers tend not to be interested in these promotional media and do not receive the information. When product information is not communicated effectively, advertisers are unable to convey the information they wish to share with customers, and customers miss the opportunity to receive valuable information. To address such issues, a lot of methods have been proposed to make people aware of the presence of media; however, there are not many methods that take into account the delivery of product information to customers. In this study, we propose Popping-Up Poster, a pin-based poster device designed to capture customer attention and convey information through dynamic shape changes. To verify the effectiveness of the proposed system, field experiments were conducted in a café, where its promotional effects were compared with those of traditional promotional media, including paper posters and digital signage. These results show that Popping-Up Poster has the potential to be more effective in recommending products and influencing customer product choices compared to conventional promotional media.

THE ROLE OF THE MEDIA AND SOCIAL MEDIA IN FORMING TOURIST BRAND OF THE REPUBLIC OF MORDOVIA

The article is devoted to the most notable media trends in the tourism industry through the prism of the media. The problems of highlighting the cultural brand of the region are touched upon. The article discusses the mechanism of positioning the tourist brand of the Republic of Mordovia in the media and its impact on the image of regional authorities. It is noted that representatives of tourism, economic and business structures, public opinion leaders also resonate with official information through social networks, personal blogs, thematic publications mainly in the genre of messages or reports, personal diaries. This increases the level of trust in the content and its author, helps to establish business and personal contacts, connections, and attracts the attention of potential customers. The analysis showed the predominance of preventive information and revealed some shortcomings in the work of regional structures. Methods of working with the media, social networks and bloggers were proposed to promote tourism brands in the region. The recommendations also include the creation of a single information portal, a database of bloggers, a documentary program for regional television, and a design code for the city.

UTILIZATION OF MSME DIGITAL MARKETING STRATEGIES ON INSTAGRAM DESCRIPTIVE QUALITATIVE ANALYSIS @DENISA_SPREI

This study aims to analyze the digital marketing strategies employed by micro, small, and medium enterprises (MSMEs) on Instagram, specifically focusing on the @denisa_sprei account. The research employs a descriptive qualitative approach, utilizing data collected through direct observations of the Instagram account, semi-structured interviews with the account owner, and analysis of Instagram features and performance metrics. The primary objectives are to identify the key strategies used for enhancing brand visibility, engaging with customers, and boosting sales through Instagram. The findings reveal that @denisa_sprei effectively employs several strategies to maximize its digital marketing efforts. The use of visually appealing content, including high-quality images and engaging videos, plays a crucial role in attracting customer attention and building brand identity. Active interaction with followers through comments and direct messages (DMs) strengthens customer relationships and improves loyalty while leveraging Instagram features such as Instagram Stories, Instagram Reels, and Instagram Shopping enhances customer convenience and facilitates the purchasing process. Additionally, Instagram Insights is utilized to track performance and adjust strategies based on follower preferences and engagement metrics. Overall, the study concludes that Instagram serves as a powerful marketing tool for MSMEs, providing significant benefits in terms of brand visibility, customer engagement, and sales growth. These insights offer valuable guidance for other MSMEs seeking to optimize their social media marketing strategies.

Analisis Efektivitas TikTok pada Produk Ms Glow dalam Meningkatkan Kesadaran Merek: Brand Awareness

This study aims to determine the effectiveness of TikTok in increasing brand awareness of MS Glow products at Mirza Beauty Store, Pasuruan. The method used is descriptive qualitative with data collection techniques of observation, interview, and content analysis. The results showed that Mirza Beauty Store has managed to significantly increase its sales through the TikTok platform. The strategies used include creative and educational content, live streaming, and TikTok Ads. These contents attracted the attention of potential customers and provided useful information, thus increasing awareness of the MS Glow brand. Suggestions for Mirza Beauty Store are to continue developing relevant and interesting content, collaborating with influencers, utilizing TikTok advertising features, and conducting careful data analysis.

Exploring the Power of Visual Aesthetics in Advertising

Marketing plays a crucial role in determining the success of any organisation. Businesses can achieve significant growth by implementing a strategy that prioritises the needs and preferences of their customers. A recent study has emphasised the crucial significance of visual attractiveness in attracting customer attention and involvement. A favourable aesthetic experience can enhance the user's involvement with the interface. This article seeks to examine the capacity of utilising visual aesthetics to mould brand identity, impact consumer perception, and affect behaviour in advertising campaigns. This study will use Gestalt theory principles to enable advertisers to create more impactful and captivating advertising that captures viewers' attention, facilitates information processing, and improves brand recall. The study will utilise a quantitative methodology, using data collected via a self-administered questionnaire. The data analysis will employ structural equation modelling (SEM). The study's findings will unquestionably equip advertising marketers to improve product promotion techniques and tailor advertising campaigns.

Optimasi Konten Instagram dalam Strategi Promosi Bisnis Foto Pernikahan Sekawan Stories

Photography has grown rapidly, especially in the wedding photography industry which now requires an effective business promotion strategy. This research aims to identify how business people utilize Instagram as a promotional medium and strengthen Instagram content in Sekawan Stories' wedding photography business promotion strategy. Using a descriptive qualitative method, this study collected data through interviews and virtual ethnographic observations to understand how Sekawan Stories utilizes Instagram as a promotional medium. The results show that Sekawan Stories effectively utilizes various Instagram features, such as Feed, Instastory, Highlight, Video Reels, and Instagram Ads to increase visibility and audience engagement. Their marketing strategies include endorsements with well-known vendors, use of the Answer Question feature, conducting giveaways, and offering discounts at certain moments. Instagram provides a great opportunity for wedding photography businesses to expand their market reach and increase promotional effectiveness. By optimizing their content and marketing strategies on Instagram, Sekawan Stories managed to attract the attention of new customers, increase interaction, and strengthen relationships with existing customers. Overall, Instagram proved to be a highly effective platform in digital marketing strategies in the wedding photography industry.

Modelling customer requirement for mobile games based on online reviews using BW-CNN and S-Kano models

In the mobile game industry, modelling customer requirements (CRs) is becoming indispensable for developers before improving games. Online reviews, as a common way of customer feedback, can reflect customers’ real experiences and preferences. Several studies have extracted important CRs from online reviews of mobile games, but they have not thoroughly analysed the correlation with customer satisfaction. In this study, we propose a CR modelling framework to extract and classify CRs from online reviews and analyse the influence of each CR on customer satisfaction to assist developers in improving games. First, we extract important CRs based on word embedding from online reviews. Then, we construct a BERT-Word2Vec-Convolutional Neural Network (BW-CNN) model to analyse the sentiment of online reviews by considering semantic features at Chinese character and word granularity. Finally, based on the Shapley Additive Explanation (SHAP) method, the S-Kano model is further proposed to classify the CRs considering customer attention, and the product improvement suggestions are provided for the corresponding mobile game developers based on the CR classification results. To verify the effectiveness and advantages of the proposed method, we crawled the online reviews of four Gacha games from taptap (www.taptap.cn) for case study and compared with the existing methods. The results show that our proposed framework is effective in modelling CRs from online reviews of mobile games. Meanwhile, the results comparison illustrate that customer attention has a significant influence on the CRs classification. In addition, we find that the S-Kano categories of CRs vary across games, and there is strong heterogeneity among games.

Identifying the drivers of ‘loyal showrooming’: a systematic literature review

ABSTRACT Retail showrooming behaviour is described as the phenomenon in which customers browse the products in-store before making the purchase online at a lower price. This is due to the fact that different shopping channels have emerged and have gained the attention of customers. However, customers do prefer visiting the showroom to check on the prices and best buying options within the store. The retail environment is progressing towards the environment where store-based offline shopping does exist with online shopping mediums, and retailers need to understand the factors that maximize customers’ purchase within the store during showrooming. This paper is aimed at establishing the significance of loyal showrooming and determining its drivers based on an extensive literature review of 168 research articles published in indexed journals during the last 12 years. It is suggested that retailers should adopt strategies based on the present multichannel retailing environment and the driving factors identified to convert the showroomers into loyal showroomers.

Profile-based video design for motion graphics: a case study of the multimedia engineering technology study program at Boash Indonesia Digital Polytechnic

A company profile is a detailed representation of a company, aimed at attracting customer attention and interest. Among the various forms of company profiles, video is one of the most effective. The Multimedia Engineering Technology Study Program at Boash Indonesia Digital Polytechnic (PDBI) currently lacks a profile video, which could serve as a significant promotional tool. This research aims to develop an informative and promotional medium in the form of a motion graphic-based profile video. The method employed is the Multimedia Development Life Cycle (MDLC). The resulting motion graphic-based profile video is designed to support promotional activities, presented in an educational and communicative manner to ensure effective delivery to the audience.

Dampak Penggunaan Instagram Terhadap Bisnis dan Sebaran Informasi

This study aims to analyze the impact of Instagram usage on business and information dissemination. Using a qualitative approach through a case study method, this study involved semi-structured interviews with 40 participants consisting of active Instagram users, business actors. The results of the study indicate that Instagram acts as an effective marketing tool, allowing businesses to increase brand visibility and reach a wider audience. Features such as Instagram Stories, IGTV, and Instagram Shopping have proven to be useful in attracting customer attention and facilitating transactions. In the context of information dissemination, Instagram allows for the rapid and wide distribution of news and educational content. User experiences vary, including social and creative benefits, but also raise concerns about potential addiction and privacy issues. This study provides valuable insights into the role of Instagram in business and information dissemination, and highlights the importance of wise use to maximize benefits and minimize risks.

Marketing Strategy Using Promotional Methods to Increase Sales of Aluminum Furniture UD. Mebel Ibu Ida Central Amuntai District

Abstract: This study aims to determine the forms and barriers to marketing strategies using promotional methods to increase sales of Ibu Ida's aluminum furniture in Tapus Village, Central Amuntai District, Hulu Sungai Utara District. This is due to the large number of aluminum furniture craftsmen, and having a place that is not far away, and the decline in the selling price of cabinets while the price of raw materials for furniture is getting more expensive, and the products that are traded are almost the same. So that the craftsmen are competing to do various ways to attract the attention of potential customers by offering their products. The method used in this research is a qualitative research method. In this study, the research location was determined using a purposive sampling system and then a research approach, data analysis and testing the credibility of the data by means of negative case analysis. The results of this study indicate that the marketing strategy using promotional methods in increasing sales of Mrs. Ida's aluminum furniture namely by using social media such as WhatsApp, Facebook, Instagram, and utilizing print media, as well as giving discounts to customers. to doing direct marketing, and retaining loyal customers, and having sales distributors. However, there are some minor obstacles such as barriers to direct marketing, barriers to using social media, obstacles to offline marketing strategies, barriers to differences of opinion, to a lack of trust, and misunderstandings. In the entire study, it can be concluded that Mrs. Ida has adopted several marketing strategies with various promotional methods to increase sales of aluminum furniture in Tapus Village. However, there are still small obstacles that need to be overcome for the marketing strategy to achieve greater success Keywords: Marketing Strategy, Promotion, Sales

Content Marketing Optimization to Increase Consumer Engagement at Brand Necerel on Instagram platform

Content Marketing Optimization to Increase Consumer Engagement at Brand Necerel on Instagram Platform. Introduction, Marketing 4.0 provides an important role for marketers to guide the customer journey from the initial stage to the final stage. Content Marketing is a marketing strategy that ensures definite identification with strong analysis to attract the attention of potential customers distributed through digital media. The main purpose of implementing content marketing is to increase customer engagement. Methods: MBKM Independent Internship activities for students of the National Development University “Veteran” East Java at Qurota Academy as Digital Marketers at @Necerel.id began on February 19 - June 19, 2024. Internship activities are carried out face-to-face (Offline) at the Office located at Jalan Selat Karimata Block E3/1, Sawojajar, District. Kedungkandang, Malang City, East Java, 65139. The results of this study help optimize Content Marketing to Increase Consumer Engagement in the Brand Necerel on the Instagram platform.