Increase Consumer Loyalty Research Articles

Prospects for the Art Packaging Design Development

The article is dedicated to studying the prospects for the development of art packaging design and identifying the characteristic features of this field. The primary objective of the research is to analyse current trends and prospects for the development of art packaging design, determine its role in shaping consumer demand, and assess the impact of aesthetic and functional aspects on consumer choice. The research methodology involves a comprehensive approach, including the study of literature on the topic and the research of successful examples of art packaging made by students of the Master’s programme in Visual Communication Design at the Kharkiv State Academy of Arts and Design. Observations and testing of prototypes are focused on the targeted study of the product in the environment and in interaction with the user. The scientific novelty of the research lies in a comprehensive analysis of current trends in the design of art packaging and the identification of new approaches to its creation, which take into account the study of the role of multisensory elements in shaping a positive consumer experience; study of innovative eco-friendly materials and technologies used in the creation of art packaging; analysis of the impact of socio-cultural factors on the design of art packaging and its perception by consumers; study of new technologies that allow making art packaging interactive for interaction with consumers. Conclusions. The research has shown that packaging plays an important role in building a brand and increasing consumer loyalty. We conclude that the harmonious combination of aesthetics and functionality is a key factor in the success of packaging; the use of innovative materials and technologies contributes to the creation of unique and environmentally friendly products; the involvement of multiple sensory experiences increases the emotional connection of the consumer with the product; design that takes into account cultural characteristics and values is better perceived by consumers and strengthens brand identification; interactive elements increase consumer interest and engagement, creating additional value for the product. The study has revealed prospects for further development of packaging design based on innovative and creative approaches that can significantly increase the competitiveness of products in the market.

Digital communications in the "e-commerce" segment

The article analyzes the role and importance of digital communications in the e-commerce segment in Russia. The main object of the research is the current trends and digital marketing tools used by online stores to increase customer loyalty and engagement. The study highlights the importance of personalizing interaction with the audience through social media, email marketing, SEO, native advertising and other ways of digital and convergent interaction. Special attention is paid to the impact of mobile technologies on the growth of the e-commerce market. The work also focuses on the prospects for further development of digital communications in the face of growing competition and constant changes in the needs of the audience. First of all, the research is focused on the specifics of the Russian digital communications market, but taking into account the experience and practice of foreign companies and audiences. Based on the analysis of secondary data, statistical indicators are considered, such as the growth of the e-commerce market in Russia, the share of online orders via mobile devices, as well as data on consumer behavior based on research conducted by Online Market Intelligence, Romir and others. The scientific novelty of this study lies in a detailed analysis of modern digital communication methods used in the Russian segment of e-commerce, taking into account the influence of mobile technologies and the specifics of the Russian market. The study shows the uniqueness of digital strategies adapted for the Russian consumer, including an emphasis on personalization, content marketing and the use of platforms such as VKontakte and Telegram, which has become especially important in the conditions of unavailability of some international services. The main conclusions of the article emphasize the importance of using digital tools such as SEO, email marketing and SMM to retain and attract customers. The effectiveness of digital strategies is ensured through a personalized approach that allows online stores not only to increase consumer loyalty, but also to strengthen the brand in the face of growing competition.

Strategi Pemasaran Daging Se’i Babi di Kabupaten Kupang

The purpose of this study to find out how the marketing strategy of se'i pork in Baun, Kupang Regency. The method used in this research is an in-depth study, to obtain primary data and secondary data through observation, interview, and documentation techniques. The data was analyzed using the IFE, EFE, SWOT and QSPM matrix methods. Based on the IFE matrix analysis, the total value of X = 1.15 is obtained, while in the EFE matrix the value of Y = 1.27. The position of the SWOT quadrant of the Baun pork se'i business is in quadrant 1, the SWOT matrix of the Baun pork se'i business obtained seven strategies that can be implemented by entrepreneurs, namely 1). Increase promotional activities through social media, 2). Maintaining product quality, 3). Improve technology and business management, 4). Expanding market segmentation and increasing consumer loyalty, 5). Retaining potential customers, 6). Collaboration with other parties, 7). Product diversification. And obtained a total QSPM matrix value of 36.84. Therefore, Baun pork se'i entrepreneurs can add business branches in various places to make it easier for consumers to get these products.

Analysis of Promotion Strategies Through Advertising Media in Increasing Consumer Loyalty

UD. Talenta faces several weaknesses in marketing catering services, such as a lack of diversification in promotional methods which still rely on traditional methods and word of mouth, which limits market reach. In addition, limited access to technology and the internet hinders the use of digital platforms for promotions, while increasingly tight competition with similar competitors causes difficulties in distinguishing ourselves, so that sales levels experience fluctuations, especially in the midst of unstable economic conditions. This research uses a qualitative approach with methods. field study. Data collection techniques were carried out by means of interviews, observation and documentation using the Milles and Huberman data analysis approach. The research results showed that UD. Talenta relies on marketing strategies that include promotion through social media, print, word of mouth recommendations, and local event participation to expand the reach of its services. Despite facing resource constraints and intense competition, advertising strategies, especially on social media, are considered quite effective in expanding the market and increasing consumer loyalty. Promotional effectiveness is influenced by message clarity, visual appeal, and brand image consistency, although challenges remain in maintaining customer loyalty and overcoming budget constraints. UD. Talenta continues to innovate and evaluate strategies to improve its advertising campaigns. To strengthen consumer loyalty, UD. Talenta need to focus on clarity of information in advertisements, as well as improving the consistency and quality of advertisements with content innovation that is creative and relevant to consumer needs.

Consumer Behavior and Brand Loyalty: A Study on Digital Marketing Practices

In the rapidly evolving digital landscape, understanding consumer behavior is critical for building and sustaining brand loyalty. This study explores the relationship between digital marketing practices and consumer behavior, and how these behaviors influence brand loyalty. Leveraging a comprehensive literature review and empirical analysis, this research employs a mixed-methods approach, combining quantitative surveys with qualitative interviews to gain a holistic view of the consumer-brand interaction in the digital era. Data were collected from a diverse sample of consumers who regularly engage with brands through digital platforms. The quantitative analysis, conducted using statistical tools, revealed a significant correlation between personalized digital marketing efforts and increased consumer loyalty. Qualitative findings further highlighted that consumers value brand transparency and engagement in online spaces, which in turn enhances their loyalty. The findings suggest that digital marketing practices, such as targeted advertising and interactive content, play a crucial role in shaping consumer perceptions and driving brand loyalty. These results provide valuable insights for marketers seeking to optimize their digital strategies to foster deeper connections with their audiences.

Perancangan Strategi Digital Marketing Pada Brand Sofia And Jenna Menggunakan Metode SOSTAC

The development of the Muslim Fashion Industry is increasingly rapid every year. This indicates that competition is getting tighter and the potential market for Muslim fashion in Indonesia continues to increase. Sofia and Jenna are one of the business actors operating in the Muslim fashion sector. Sofia and Jenna is a local brand that produces its own clothes (self-manufactured) which was founded in 2020. Even though it has been operating for several years, sales of Sofia and Jenna from January 2023 to October 2023 experienced fluctuations, in fact sales growth was still below Indonesian fashion industry. This is caused by several factors, namely low heart share and suboptimal use of digital marketing platforms, so this affects Sofia and Jenna's sales performance. For this reason, deeper observations were made regarding alternative solutions related to product, place, resource and promotion aspects. Of these four aspects, there is one aspect that shows the roots of the problem more than the other aspects, namely the promotion aspect. This research was conducted using the SOSTAC method which went through six stages, namely Situation Analysis, Objectives, Strategy, Tactics, Action, and Control. The aim of designing this digital marketing strategy is as a promotional medium and is expected to increase sales and marketing performance so that it can increase awareness of the Sofia and Jenna brand. Based on the digital marketing strategy design, this final project produced a design for the use of Social Media Optimization (SMO), Content Marketing, Partnership, Video Marketing, Linktree, User Generated Content (UGC), and Mobile Commerce Optimization tools. Then, the design is visualized using a Strategy Map. Through a structured and data-based approach, Sofia and Jenna are expected to be able to improve their position in the Muslim fashion market, as well as increase competitiveness and consumer loyalty towards the brand.

PENGARUH EKUITAS MEREK TERHADAP PENGGUNAAN MONITOR PASIEN MEREK PHILIPS DI JAKARTA

This research aims to find out how responses, consumer loyalty and brand equity influence consumer loyalty of Philips monitor patients. Questionnaire respondent data was obtained from end users, namely nurses who work in intensive care rooms in 5 vertical hospitals in Jakarta. The questionnaire was distributed directly to 185 respondents. Hypothesis for 3 hypotheses using SEM PLS analysis with SmartPLS 3. Testing consists of Outer Model, namely Convergent Validity Test, Discriminant Validity Test, Average Variance Extracted (AVE) Test, Composite Reliability Test, Cronbach Alpha Test, Inner Model and Bootstrapping. Test results show that H1: Brand awareness has a positive and significant effect on consumer loyalty. H2: Brand association has a positive and significant effect on consumer loyalty. H3: Perceived quality has a positive and significant effect on consumer loyalty. It is hoped that this research can provide input to companies as a strategy to increase consumer loyalty and can provide good benefits for further research.

Peran Kepuasan Konsumen sebagai Pemediasi Promosi Sosial Media dan Diskon terhadap Loyalitas Konsumen

Generation Z is a potential consumer for e-commerce, because this generation grew up with the internet and uses it every day, Generation Z is very familiar with it and believes that this is a very important medium. So, it is important to create loyal consumers which is the core of every business and for companies loyalty is very important. In this research, we use the role of consumer satisfaction as a mediator of consumer loyalty towards social media promotions and discounts. The object of this research is Management Study Program students at Muhammadiyah University Semarang who have made purchases on Shopee e-commerce at least 3 times. Sampling using incidental sampling is a technique used to determine samples based on anyone who happens to fill out a Google form. The results of this research are that there is a mediating role for consumer satisfaction to increase consumer loyalty through social media promotions and discounts.

Battle Of Brand Loyalty: Based On Social Media Advertising – Gojek And Grab

The use of social media advertising is certainly familiar to consumers as one of the marketing strategies for brands or products in the company. This study will look at the level of consumer loyalty to Gojek and Grab through brand image and brand awareness. This study aims to see between the two brands which brand is superior in using social media advertising in increasing consumer loyalty, namely generation z people in Makassar city, Indonesia. This study uses quantitative methods by analyzing 265 respondents and will be analyzed using PLS-SEM. The results of this study indicate that Gojek is superior in utilizing brand image and brand awareness through social media advertising. This is evidenced by the relationship between social media advertising has no significant effect on brand loyalty. Nevertheless, brand image and brand awareness have a significant positive relationship to brand loyalty. Furthermore, the Grab brand is superior in increasing its brand loyalty through social media advertising, brand image, and brand awareness. In addition, Grab's brand image and brand awareness have a positive significant relationship to brand loyalty.

Pengaruh Brand Experience terhadap Brand Loyalty Pengguna Yamaha Nmax melalui Brand Trust dan Brand Satisfaction

Purpose: This study aims to determine the influence of brand experience on brand loyalty among Yamaha NMAX users in Samarinda City, with brand trust and brand satisfaction serving as mediating variables. Methodology: A quantitative descriptive approach was employed to examine an unknown population. A sample of 100 respondents was determined using the Lames Show formula. Data were collected via a Google Form questionnaire and analyzed using SmartPLS version 3.3. Results: The data indicate that brand experience has a positive and strong impact on brand trust. Additionally, brand pleasure positively and strongly influences brand trust. Brand satisfaction also affects brand loyalty. Importantly, the relationship between brand experience and brand loyalty is mediated by both brand satisfaction and trust. Limitations: The study's variables are limited to aspects that enhance consumer understanding and encourage companies to improve their services, thereby maintaining the company's image. The research is confined to the marketing aspect and focuses specifically on consumer behavior related to product choice. Contribution: This research provides a model of purchasing behavior that emphasizes loyalty. It aims to foster consumer interest in a brand, create a memorable impression, and achieve the company’s goal of instilling experiential behavior supported by trust and satisfaction, ultimately leading to increased consumer loyalty.

ANALISIS HUBUNGAN MARKETING MIX TERHADAP LOYALITAS KONSUMEN PADA KOFFIELOTS COFFEE & EATERY

Marketing mix is one of the marketing strategies to convey information widely, introduce a product of goods and services, stimulate consumers to give and even create personal preferences for the image of a product. It can be seen that Koffielots Coffee & Eatery experienced a significant decline in sales from January to December. In January, sales were recorded at Rp 17,134,500 with a sales percentage reaching 12%. However, in December, sales dropped drastically to Rp 7,814,500 with a sales percentage of only 5%. The type of research data uses a quantitative approach. The data analysis method uses multiple linear regression. The study shows that the variables Product (X1), Price (X2), Promotion (X3), and Location (X4) have a significant positive effect on Consumer Loyalty (Y). This is evidenced by the positive and significant regression coefficient, as well as the high Adjusted R Square value (80.9%). The high correlation value (ranging from 0.804 to 0.868) indicates that an increase in each variable will tend to increase consumer loyalty in one direction

The Influence of Marketing Mix and Brand Image on Repurchase Intention and Consumer Satisfaction

This study examines the influence of the marketing mix and brand image on consumer satisfaction and repurchase intention in Kampung Pempek 26 Ilir, a designated center for purchasing pempek and souvenirs in Palembang. The research aims to identify key factors that drive repeat visits and improve sales for this tourism and culinary destination. A quantitative approach with descriptive analysis was utilized, targeting residents of Palembang who have visited Kampung Pempek 26 Ilir. A total of 210 respondents were selected using accidental sampling. Data analysis measured the direct and mediated effects of the marketing mix and brand image on consumer satisfaction and repurchase intention. The marketing mix showed a positive and significant influence on repurchase intentions and consumer satisfaction. When mediated by consumer satisfaction, the marketing mix had an additional positive effect on repurchase intention. Brand image also significantly influenced repurchase intention and consumer satisfaction. Findings suggest that both the marketing mix and brand image are crucial in enhancing consumer satisfaction and encouraging repeat visits to Kampung Pempek 26 Ilir. The positive mediation effects of consumer satisfaction indicate its role as an essential bridge between marketing strategies and consumer loyalty. The study concludes that improving both the marketing mix and brand image can substantially enhance consumer satisfaction and repurchase intention. Specifically, consumer satisfaction is a pivotal factor in increasing consumer loyalty and the likelihood of repeat purchases. The recommendation for Kampung Pempek 26 Ilir is to invest in optimizing its marketing strategies and brand image to enhance consumer satisfaction. Further studies could explore additional factors that influence consumer loyalty in similar cultural and culinary tourism centers.

Analysis of The Effect of Total Quality Management on Organizational Performance in Small and Medium Enterprises with Innovation Process Speed as a Mediating Variable in SMES in the Culinary Sector in Bogor City

The increasing competitiveness of the business environment, especially in the culinary industry, has encouraged small and medium-sized enterprises to focus on improving their organizational performance. This study aims to determine and analyze the effect of total quality management on organizational performance in small and medium enterprises with the speed of the innovation process as a mediating variable in culinary SMEs in Bogor City. The method used in this research is quantitative. The population in this study were 100 respondents of culinary SMEs in Bogor City. This study uses purposive sampling technique to determine the sample. Based on the results showed that TQM significantly has a positive influence on organizational performance, TQM significantly has a positive influence on the speed of the innovation process, the speed of the innovation process significantly has a positive influence on organizational performance, and there is a positive relationship and influence between Total Quality Management and organizational performance mediated by the speed of the innovation process. The results of this study provide implications for SMEs regarding the application of Total Quality Management. SMEs are expected to focus on services and products that meet consumer demand, reduce production costs, and offer affordable prices without sacrificing quality, thereby increasing consumer loyalty and business competitiveness. This research has implications for the need for SMEs to invest in training and development of effective TQM systems and pay attention to market dynamics to continue to innovate and meet consumer expectations.

Social Media Fashion Campaigns on Brand Engagement in Thailand

Purpose: The aim of the study was to analyze the social media fashion campaigns on brand engagement in Thailand. Methodology: This study adopted a desk methodology. A desk study research design is commonly known as secondary data collection. This is basically collecting data from existing resources preferably because of its low cost advantage as compared to a field research. Our current study looked into already published studies and reports as the data was easily accessed through online journals and libraries. Findings: Recent studies on social media fashion campaigns in Thailand reveal that these campaigns significantly enhance brand engagement. Findings indicate that fashion brands leveraging platforms like Instagram and Facebook effectively engage consumers through visually appealing content and influencer collaborations. These strategies lead to higher levels of brand interaction, increased consumer loyalty, and elevated sales performance. Research highlights that campaigns tailored to local cultural preferences and trends resonate more with Thai audiences, driving greater engagement and brand affinity. Unique Contribution to Theory, Practice and Policy: Social identity theory, uses and gratifications theory & social media engagement theory may be used to anchor future studies on social media fashion campaigns on brand engagement in Thailand. Fashion brands should implement data-driven approaches to identify and collaborate with influencers who have a genuine connection with their audience. Regulatory guidelines should be developed to ensure transparency in influencer partnerships, including clear disclosures and compliance with advertising standards.

Pengaruh Promosi dan Kualitas Pelayanan Terhadap Keputusan Pembelian Konsumen di Indomaret Wilayah Kecamatan Gubeng Kota Surabaya

This study aims to analyze the influence of promotions and service quality on consumer purchasing decisions at Indomaret stores in the Gubeng District of Surabaya City. The background of this research stems from intense competition in the retail industry, which demands companies to enhance attractiveness through optimal promotional strategies and improved service quality. In facing these challenges, it is crucial for retail companies like Indomaret to understand the factors influencing consumer purchasing decisions to formulate appropriate strategies. This research employs a correlational method to measure the relationship between the variables of promotion and service quality with consumer purchasing decisions. Data were collected through a survey conducted among Indomaret customers in the Gubeng District of Surabaya City, with a sample size of 100 randomly selected consumers to ensure the representativeness of the research findings. The survey included various questions designed to evaluate consumer perceptions of Indomaret's promotions and the service quality they received. Data analysis utilized multiple linear regression to determine the influence of each independent variable—promotion and service quality—on the dependent variable, consumer purchasing decisions. The results indicate that both promotion and service quality significantly influence consumer purchasing decisions at Indomaret in the Gubeng District of Surabaya City. This suggests that effective promotional strategies such as discounts and loyalty programs, along with high service quality such as staff friendliness and service speed, can enhance consumer purchasing decisions. The conclusion emphasizes the importance for retail companies to develop and implement innovative promotional strategies and continuously improve service quality. Thus, Indomaret can maintain and increase consumer loyalty, and compete more effectively in the competitive retail industry. This research contributes significantly to understanding consumer behavior in the retail context and serves as a reference for other retail companies in designing effective marketing strategies.

Pengaruh Costumer Bonding Terhadap Loyalitas Konsumen Pada Ilo Cake Pattiserie dan Bistro di Kota Bima

This study aims to examine the influence of customer bonding on consumer loyalty in Ilo Cake Pattiserie and Bistro in Bima City. Customer bonding is defined as the process of building and maintaining a mutually beneficial relationship between a company and its customers. Consumer loyalty is measured by how often consumers return to buy products or services from a certain company. This study uses a quantitative method with a causal associative approach. A sample of 96 respondents was selected using the purposive sampling technique. Data was collected through the use of questionnaires with the Likert scale to measure respondents' perception of customer bonding and consumer loyalty variables. Data analysis was carried out using SPSS software to test validity, reliability, simple linear regression, correlation coefficient, determination coefficient, and t-test. The results of the study showed that there was a positive and significant influence between customer bonding on consumer loyalty at Ilo Cake Pattiserie and Bistro in Bima City (β = 0.545, p < 0.05). The coefficient of determination showed that 29.7% of the variation in consumer loyalty could be explained by the variable customer bonding. The implication of this study is the importance of an effective customer bonding strategy in maintaining consumer loyalty in the midst of fierce market competition. The conclusion of this study confirms that customer bonding plays an important role in increasing consumer loyalty. Recommendations for further research are to consider additional factors that can affect consumer loyalty as well as expand the scope of location and data analysis techniques to gain a deeper understanding.

Strategi Lobi dan Negosiasi Dalam Membangun Kepercayaan Sponsorship Studi Kasus : Produk Hydro Coco

This research examines the lobbying and negotiation strategies in building trust in Hydro Coco's sponsorship as an isotonic drink. The method used is descriptive qualitative with literature study approach. The findings showed that Hydro Coco implemented marketing strategies through proper segmentation, targeting, and positioning. The performance strategy was applied by sending creative proposals to the event organizers, while negotiations focused on unveiling the logo and product sections at the event. Hydro Coco also used various promotional tactics such as offering free samples, product bonuses, price discounts, personal selling, and direct marketing. This study concludes that effective lobbying and negotiation strategies can increase sponsorship trust and increase consumer loyalty to Hydro Coco products.

Pelatihan Strategi Produk Branding Kelompok UMKM Kelurahan Bojongsalaman Semarang

<p>Background of Community Service Activities Because the UMKM Actors of Bina Sejahtera Mandiri in the Bojongsalaman Village, Semarang do not have a branding product strategy, the lack of knowledge of the importance of branding product strategies makes the business running less than optimal. MSMEs only focus on making and selling without thinking about the sustainability of their business for the long term. The problem of consistency in products and services is a number of things that are often experienced by MSME owners. The impact is that consumer loyalty is declining followed by a decrease in sales turnover. Based on these problems, several activities are needed to overcome them. The purpose of community service is to increase understanding of the importance of branding product strategies and determining product branding strategies. The method of implementing community service activities is counseling and training in branding product strategies. The results and outputs resulting from community service include MSMEs can find out the benefits of branding product strategies and can determine branding strategies for the business being run. It is hoped that the branding product strategy can increase consumer loyalty that will increase sales turnover.</p>

Value Co-Creation Strategy Formulation for Tusuk Coffee to Enhance Customer Experience and Satisfaction

The research intends to identify Tusuk Coffee's issues, investigate the possible benefits of value co-creation as a strategic response, and make practical recommendations based on the findings. The study takes a mixed-methods strategy that combines exploratory and confirmatory research techniques. The data from this study were collected using two types of data: primary and secondary data. The primary data was collected using qualitative methods to be conducted with semi-structured interviews with 22 respondents through one-on-one interviews. Data analysis is carried out using qualitative data obtained from in-depth interviews as part of an exploratory phase to gather responses from customers. Subsequently, confirmatory analysis is conducted involving internal stakeholders, suppliers, and experts. The analysis employs thematic analysis, a method well-suited for various research designs. Using the 4P Marketing Mix model and the Value Co-Creation Canvas, the study assesses Tusuk Coffee's present strategies and suggests a customer-centric approach to value creation. The 4P Marketing Mix model was used to examine product, price, place, and promotion strategies. Value co-creation canvas creates a strategy that develops and delivers value by engaging deeply with its customers focusing on nine key areas: value proposition, company capabilities, company resources, the customer's job to be done, the customer's journey, the customer's resources, the customer's desired outcomes, the company's "total customer engagement" value, and the customer's experience value (in-use). This strategy's key elements include providing unique coffee experiences, leveraging digital platforms for community participation, and fostering individualized services to increase consumer loyalty.

The Impact of SERVQUAL on Consumers’ Satisfaction, Loyalty, and Intention to Use Online Food Delivery Services

Over the past five years, customer visits to restaurants have stagnated, while online deliveries have grown significantly. Many restaurants have adapted by adopting third-party food delivery services. However, online food delivery services (OFDSs) are underrepresented in the current retail literature. This study aims to address this gap by assessing the impact of service quality on consumers’ satisfaction, loyalty, and intention to use food delivery services. Specifically, we investigated whether customers were more loyal to restaurants or online food delivery services (OFDSs). We recruited 475 respondents who had used online food delivery services. This study analyzed the data using partial least squares (PLS) modeling. Our findings showed that responsiveness did not influence either loyalty or satisfaction. This suggests that marketers and practitioners should focus on the other four SERVQUAL dimensions (tangibles, reliability, assurance, and empathy) to increase consumer loyalty and satisfaction, which can then lead to increased intention to reuse the service (repeat patronage). Our research yields valuable insights for marketers deploying the SERVQUAL dimensions in the context of online food delivery services. This paper makes several theoretical and managerial contributions to the literature on these issues. It provides key insights for marketers regarding the deployment of the SERVQUAL dimensions (tangibles, reliability, responsiveness, assurance, and empathy) as part of an online food-delivery service.