Indonesian Consumers Research Articles

Analysis of the Impact of Sustainable Marketing Strategic on Consumer Preferences

Sustainable marketing strategies have become an increasingly important topic in the business world. Based on Nielsen Indonesia data in 2021, around 83% of Indonesian consumers stated that they prefer products from brands that are committed to environmentally friendly business practices, but even though consumers express support for sustainable products, their purchasing behavior is not always consistent with this statement. This study aims to analyze the impact of sustainable marketing strategies in influencing consumer preferences and purchasing decisions. The research method uses a quantitative survey. The sample consisted of 400 randomly selected respondents. Data collection was carried out through a structured questionnaire, and data analysis used confirmatory factor analysis (CFA) and moderation regression. The results of the study show that sustainable marketing strategies have a significant influence on consumer preferences. Environmental awareness and social norms strengthen this relationship as significant moderating factors. Integration of sustainable strategies can increase product appeal and strengthen brand image in a competitive market, with a focus on strengthening sustainability communication to maximize the positive impact of sustainable marketing strategies.

The Impact of Education on Consumers’ Eco-Friendly Shopping Habits towards Sustainable Purchases: Evidence from Indonesia and Taiwan

The use of disposable products has increased significantly in response to the COVID-19 pandemic. However, this surge has also exacerbated the problem of waste pollution and climate change. Although there has been some progress recently, there is still a great deal of work to be carried out to promote eco-friendly shopping habits to combat environmental pollution. Education plays a crucial role in encouraging consumers to adopt long-term environmentally friendly behaviors as part of their shopping habits. This study aims to investigate the impact of education on non-disposable product knowledge and eco-awareness, which in turn influences consumer attitudes and shapes eco-friendly concepts into their habits. In our study, we also explore the role of self-identity as a moderator in the correlation between pro-environmental attitudes and eco-friendly shopping habits. Furthermore, our research involves gathering data from participants in Taiwan and Indonesia, considering their diverse cultural backgrounds and economic statuses in the Asian region. With a sample size of 332 individuals (152 from Indonesia and 180 from Taiwan), we utilized quantitative methodology and electronic questionnaires to collect data from October to November 2023. By employing CB-structural equation modeling with SmartPLS 4, we have been able to discern the similarities and differences between Taiwanese and Indonesian consumers within the context of our research framework. Consequently, sustainable purchases promote awareness and encourage consumers to adopt more environmentally friendly habits, contributing to a broader cultural shift towards sustainability.

The effect of trust and social presence on consumer purchase interest in B2C e-commerce in Indonesia

This study aims to examine the impact of social presence and trust dimensions, including integrity, predictability, capability, and benevolence, on consumer purchase intentions in business-to-consumer (B2C) e-commerce, with a focus on Indonesian consumers. The research employs a quantitative methodology, gathering data through validated and reliable questionnaires distributed via Google Forms to individuals who have completed transactions through e-commerce websites or applications. The data is analyzed using Structural Equation Modeling (SEM) with AMOS version 22 software. The findings indicate that social presence has a significant positive effect on trust dimensions, such as integrity, predictability, capability, and benevolence. In addition, consumer purchase intentions are significantly influenced by their trust in the vendor's integrity, predictability, capability, and benevolence. The study suggests that e-commerce vendors can enhance their social presence by incorporating features such as personal chat options with customer service, as well as integrating multimedia elements like images, videos, or emoticons. These efforts can help create a warmer, more engaging online environment, reflecting the vendor's capabilities and boosting consumer trust and purchase intentions.

Trust on a Swipe: Exploring the Role of Impulsiveness and Virtual Transactions in Purchasing Intentions

This study aims to analyze the impact of virtual transaction systems and impulsive buying on trust and how this trust influences the purchasing intentions among Indonesian consumers. Using a quantitative approach and SEM-PLS analysis with 247 respondents, the research findings indicate that virtual transaction systems and impulsive buying both have a positive and significant impact on trust. Moreover, trust is shown to positively and significantly affect purchasing intentions. Additionally, trust is found to mediate the relationship between virtual transaction systems and purchasing intentions, as well as the relationship between impulsive buying and purchasing intentions. The results provide valuable insights for e-commerce platforms to refine their payment options and customer engagement strategies to build a more trustworthy and seamless shopping experience.

CONSUMER CONFUSION AND ITS IMPACT ON DECISION MAKING AMONG FEMALE CONSUMERS IN INDONESIA’S ONLINE COSMETICS AND PERSONAL CARE INDUSTRY

This study examines consumer confusion and its impact on decision-making among female consumers in Indonesia's online cosmetics and personal care industry. With the rise of online shopping due to its convenience and extensive product information, consumer confusion—defined as the inability to correctly interpret various aspects of product information—has become a significant issue. A mixed-method approach was used, combining quantitative surveys and qualitative interviews. Data was collected through an online survey and analyzed using PLS-SEM, followed by semi-structured interviews that were manually coded through open, axial, and selective coding. The findings reveal that informational sources—overload, similarity, and ambiguity positively impact overall consumer confusion. Additionally, utilitarian decision-makers show higher levels of confusion compared to hedonic decision-makers. Previous brand experience was found to mitigate the negative effects of overload and ambiguity confusion on decision quality and enhance decision quality in the case of similarity confusion. Furthermore, overload and ambiguity confusion negatively impacts decision quality, whereas similarity confusion shows a positive impact. Finally, all informational sources of confusion positively impact decision postponement and cognitive dissonance. This study extends existing knowledge in marketing and consumer behavior, particularly regarding consumer confusion in the cosmetics sector. It offers practical insights for companies and brand managers to develop strategies that reduce consumer confusion, such as simplifying decision-making processes, providing clear product information, and leveraging previous brand experiences. These strategies aim to enhance decision quality, reduce decision postponement, and mitigate cognitive dissonance among consumers. Finally, the study suggests directions for future research in consumer confusion.

How Customer Value and Customer Self Construal Influence Repurchase Intentions Moderated by Customer’s Country Origin: Study of Gen Z in Indonesia-Malaysia

This research aims to analyse the influence of Customer (perceived) Value and Self-construal in Gen Z on their decision to repurchase fashion products online in e-commerce such as e-Matahari, Zalora, and Pomelo, with country of origin as the moderating variable. This research uses the SEM-PLS method with SmartPLS software to analyse 236 data generated from online questionnaires to consumers in Indonesia and Malaysia. This research variable was determined after conducting text mining analysis using the orange application, which produces keywords and sentiment analysis to become a reference in deciding variables. The results of the study show that Customer (perceived) Value and Self-construal are directly able to influence Repurchase Intention significantly. At the same time, the country of origin cannot moderate this influence.

Factors Affecting Reconsumption Intention in Herbal Medicine: Evidence from Indonesia

This study aims to investigate the mediating role of customer engagement on the effect of trust on reconsumption intention. This study was conducted on herbal medicine consumers in Indonesia. Using a quantitative approach involving 425 herbal consumers in Indonesia with purposive sampling techniques using criteria who are 18 years old and have consumed herbal medicine at least 2 times in the past month. Data analysis using covariance-based structural equation modelling (CB-SEM) using AMOS application. The study found that trust had no significant effect on reconsumption intention. Customer engagement has a significant effect on reconsumption intention. Trust has a significant effect on customer engagement. Then, customer engagement acts as a complete mediation on the influence of trust on reconsumption intention in herbal medicine consumers in Indonesia. These results suggest marketers need to pay attention to engagement to increase reconsumption intention using consumer trust.

Trend-Driven Innovation for RTE Food Market: A Comparison Study Between Consumers from Malaysia and Indonesia

The ready-to-eat (RTE) food market is growing worldwide. Nevertheless, a limited study was found where researchers compare consumer behavioral intention toward RTE foods between countries. This study compares consumers in Malaysia and Indonesia regarding their food preferences and behavioral intentions toward RTE foods. Using a quantitative cross-sectional approach, the researchers developed an online survey and distributed the survey link to consumers aged 18 years and above from both countries via social media platforms. The dataset comprised 321 responses from Malaysia and 262 from Indonesia. Based on the analyses, findings reported some similarities and differences in consumer preferences and behavior intention between both countries. The highest percentages of Malaysian respondents were recorded for plant-based, genetically modified, gluten-free, and allergen-free foods. Interestingly, the highest percentage of Indonesian respondents reported for insect-based food than the Malaysians. More Malaysian consumers preferred ethnic foods from different cultures than Indonesians. About the same highest percentages of consumers from both countries preferred cell-cultured meat, 3D printed foods, and vegan foods. For Malaysian samples, attitude and subjective norms significantly influenced their behavior intention toward RTE foods. For Indonesian samples, subjective norms and behavioral control significantly influence consumer behavior intention toward RTE foods. Findings are relevant for food producers and marketers to explore the young consumer market and to identify new products to fulfill the market demand. This study broadens and deepens the current understanding of both countries' RTE food trends and consumer behavioral patterns. Food producers should promote RTE food products by highlighting their benefits through marketing channels.

Health vs. Price Sensitivity: Analyzing Willingness to Pay a Premium for Organic Food among Low- and Middle-Income Consumers in Indonesia

Organic foods are known to be safer, healthier, and environmentally beneficial. However, the organic food market in developing countries like Indonesia remains small compared to developed nations. This study analyzes the role of health beliefs (HB) in shaping consumer attitudes (CA) and willingness to pay a premium (WTPP) for organic food, with price sensitivity (PS) as a moderating variable within the context of low and middle-income consumers in Indonesia. This analysis is conducted using the integration of the Health Belief Model (HBM) and Customer Value Theory (CVT). A quantitative approach was employed, distributing questionnaires across various regions of Indonesia. 270 responses were examined using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings indicate that HB significantly influences CA toward organic food. CA also substantially affects the WTPP. However, HB does not directly impact the WTPP, except through CA as a mediator. PS moderates the effect, strengthening the relationship between CA and WTPP. This study provides essential insights for producers and policymakers to develop more effective marketing strategies by considering health awareness, HB, and consumers’ economic limitations.

Increasing the Confidence of Local Brand Through Package Design and Information Label

Packaging design issues are rapidly gaining the attention of researchers as evidence indicates that most consumers are making choice decisions based on product package design. Furthermore, product information on packaging, such as ingredients and nutrition information, also increases consumers’ attention since consumers are concerned about healthy products. This study seeks to develop a theoretical model to show the effects of consumer attitudes toward visual food packaging and information labels on brand awareness and purchase intention. Six hundred fifty people completed a self-administered online questionnaire based on the literature. The empirical results show that attitudes toward visual packaging and information labels directly impact brand awareness and indirectly (through brand awareness) influence purchase intention. Surprisingly, the comparison between global and local brands shows no differentiation between global and local brands. It means the local brands can compete with the global brands. Additionally, this research indicated no differentiation between high and low business reputations. It implies that consumers in Indonesia have positive perceptions and the same favorability for any brand. This study provides managers with insights emphasizing the visual packaging design factors and informative labels to form consumers’ brand awareness and influence purchase intention.

The Existence of Supervision by Non-Governmental Organizations in Providing Legal Protection for Consumers with Bad Credit

Convoluted formal procedures have led to a crisis of public confidence in state institutions, this is what happens with bad credit, in fact the public prefers to take bad credit issues to complain to YLKI rather than going to state institutions that handle consumer protection. This research is intended to examine and analyze the role of Indonesian consumer foundations in providing protection to consumers with bad credit. The research method used is normative legal research which is carried out by conducting research, using library materials or secondary data. This research concludes, first, the problem of consumer protection for bad credit is that the public does not have confidence in resolution through consumer protection institutions under state institutions and through legal action in court as a litigation step. The reason is that complicated bureaucracy and the weak response of state institutions to the issue of bad credit have encouraged the public to choose YLKI to advocate for the issue of bad credit. Second, the existence of supervision by non-governmental organizations since 1970 has been able to respond quickly to consumer protection issues, especially regarding bad credit, namely through advocacy to save bad credit consumers who experience arbitrary collections. The problems experienced by YLKI are a lack of budget and the number of human resources that are unable to keep up with the volume of handling advocacy cases such as bad credit issues, causing YLKI to not optimally handle bad credit cases.

Exploring the Impact of Consumer Vanity on Money Attitude and Compulsive Buying of Branded Products in Indonesia

Branded products have become a prominent focus for young consumers in Indonesia, often leading to significant expenditures and the development of compulsive buying behaviors. This study explores the mediating role of consumer vanity in the relationship between money attitudes and compulsive buying among undergraduate students in Surabaya, Indonesia. Data were collected from 276 participants using a purposive sampling method. The analysis, conducted with Hayes’ Process Model 4, examined the influence of three money attitude dimensions—power prestige, distrust, and anxiety—on compulsive buying. The findings reveal that consumer vanity significantly mediates the relationships between power prestige (β =.16, CI =.08,.24), distrust (β =.23, CI =.10,.37), anxiety (β =.35, CI =.21,.52), and compulsive buying. These results suggest that young consumers use branded product purchases to project success and align themselves with an affluent lifestyle. Compulsive buying emerges as a behavior through which individuals display power and status, reinforcing the role of consumer vanity in driving such purchases.

The Influence of The Big 5 Personality, Financial Perceptions, and External Factors on Impulsive Buying Tendencies in Live Streaming

The digital era has significantly transformed the behavior of Indonesian consumers, particularly with the emergence of shopping trends through live streaming on e-commerce platforms. This study investigates the influence of the Big Five personality traits, financial perception, and external factors on the tendency for impulsive buying during live streaming. By integrating theories from consumer behavior and psychology, this research explores how self-control, money availability, economic well-being, time pressure, and sales promotions affect the tendency for impulsive buying. Using an online survey distributed among Indonesian consumers, this study provides insights into how these factors interact in the context of digital shopping during live streaming purchases. The findings aim to help e-commerce businesses optimize their sales strategies and offer recommendations to enhance consumer satisfaction. The results show a negative influence between self-control and the tendency for impulsive buying, with conscientiousness and extraversion personality traits showing significant effects on impulsive buying. The perception of money availability has a positive influence on the tendency for impulsive buying. From an external factors perspective, sales promotions positively influence purchase intentions, while time pressure negatively affects buying intentions or the tendency for impulsive buying. These insights aim to assist digital marketers and e-commerce businesses in optimizing their sales strategies and improving consumer satisfaction.

Analysis of Consumer Perceptions of Financial Transparency in Insurance Product Marketing Practices in Indonesia

This study examines how Indonesian consumers perceive financial transparency in insurance product marketing and how it impacts trust and loyalty. It explores the role of cultural, religious, and financial literacy factors in shaping these perceptions, offering insights into the broader dynamics of consumer behavior. Using a systematic literature review approach, the research analyzes secondary data from previous studies on transparency, trust, and insurance marketing. The findings indicate that clear and accessible communication about policy terms, costs, and benefits positively influences trust. When transparency aligns with cultural and religious expectations, it significantly enhances loyalty. The study also highlights that consumers with higher financial literacy are more critical in assessing transparency, while those with lower literacy tend to rely more on trust. The results support the hypothesis that transparency fosters trust and long-term loyalty within the insurance industry. Practical implications suggest that insurance companies, particularly in emerging markets like Indonesia, should prioritize transparent communication strategies that align with consumers’ cultural and religious values to build competitive advantages. Future research should explore transparency across different regions and the role of digital tools in enhancing transparency.

Obstacles in the Implementation of Online Loans in Indonesia (Based on Protection Law Consumer)

Online loans are platforms that allow individuals or businesses to apply for and obtain loans over the internet. Online loans offer convenience and accessibility. However, there are also illegal online loans that are harmful to their users. This is the background for the emergence of two problem formulations, namely how legal regulations governing the practice of online loans and how consumer legal protection in online loans. The research method used is normative juridical. The results found that Financial Services Authority (Otoritas Jasa Keuangan/OJK) as the responsible authority has issued Financial Services Authority Regulations (Peraturan Otoritas Jasa Keuangan/POJK) No. 77/POJK.01/2016 on Information Technology-Based Money Lending and Borrowing Services. However, the implementation and effectiveness of this regulation is still a big challenge. Many online lending platforms operate without a license and ignore the applicable regulations, thus posing a high risk to consumers. Recipients of online loans can be said to be consumers because they are users of a service. In this case, online loan services, consumer protection has been regulated in Law No. 8 of 1999 of Consumer Protection, and regarding consumer protection in online loans has also been regulated in POJK No. 77/POJK.01/2016 and Bank Indonesia Regulation No. 3 of 2023 on Bank Indonesia Consumer Protection, although there are already regulations governing online loan consumers, online loan consumer protection is still a problem because many illegal online loans are always looking for loopholes and circumvent existing regulations.

Gen Z's Path to Brand Loyalty in Photo Studios: The Influence of Brand Experience, Community, and Engagement

The photography industry, particularly photo studios, is undergoing a significant transformation due to the development of digital technology and social media. Generation Z, as a digital generation, interacts with photography in unique ways, making brand community, brand experience and customer engagement increasingly relevant for building strong relationships with photo studios. This study aims to determine and analyze Generation Z's loyalty to photo studios, focusing on the mediating role of customer participation behavior and customer citizenship behavior. This study uses a quantitative approach using Partial Least Squares Structural Equation Modeling (PLS-SEM) to test the relationship between latent variables. Data was collected through questionnaires distributed to Generation Z consumers in Indonesia. The findings show that brand experience and customer engagement significantly increase customer participation and citizenship behavior, which in turn strengthen customer loyalty. However, brand community does not directly influence citizenship behavior or customer loyalty, highlighting the need for a comprehensive approach in building customer loyalty. These results have important implications for photo studios, indicating that creating positive brand experiences and increasing customer engagement are critical to fostering customer loyalty, especially among Generation Z. Photo studios should focus on improving these areas to build a stronger and more loyal customer base.

Strategi Pengelolaan Konten pada Akun Instagram @syca.official dalam Membangun Customer Engagement

Instagram plays a very strong role, especially in the era of digital marketing. There are many features that support the growth of a brand in an industry, particularly in the beauty industry. Beauty industry has a very ripid development, especially with the emergence of various new products that are increasingly tailored to Indonesian consumers. The rapid development of trends and cosmetic products makes digital marketing era increasingly popular. Moreover, currently social media, especially Instagram has supported influential trends in digital marketing. @syca.official has become one of the local cosmetic brands that has grown significantly and plays special role in this Indonesian beauty industry. Not only does @syca.official market products through digital campaigns, but it also serves as a community platform for women and beauty enthusiasts to share information, reviews, and support each other through their created content. Among the many local cosmetic brands that continue to grow, @syca.official stands out with its unique content concept and campaigns, thereby enhancing customer engagement. In executing this strategy, @syca.official employs several methods, starting from sharing more relevant content, optimizing content quality according to the target audience and current trends, structuring content flow based on consumer interests, and fostering a connection between the brand and its consumers.

Pengaruh Brand Image dan Kualitas Pelayanan terhadap Minat Beli Fore Coffee pada Masyarakat: Survey Masyarakat Jabodetabek

The purpose of this study is to determine exactly what the purchase intention of Indonesian consumers in the Jabodetabek area is influenced by the image and service level of the Fore Coffee brand. This study took more than 157 respondents through questionnaires containing students, students, and workers. Because the buying interest of the Indonesian people towards coffee increases every year, it is recorded that the increase in the interest of the Indonesian people increases by 8.8% per year. The results of this quantitative study show that the perception of Fore Coffee's brand image has a major impact on the desire to buy, and good service also influences consumer decisions to buy products. Thus, Fore Coffee can increase buying interest by improving brand image and service quality.

Analysis of Influencer Marketing Strategies in the Indonesian Beauty Industry and Its Impacts Consumer’s Buying Decision

Brands must constantly update their marketing strategies to keep up with rapidly changing technology, and Indonesia, one of the world's most populated countries, is no exception. This research aims to analyze the influencer marketing strategies used by beauty brands in Indonesia and their impact on consumer behavior. By collecting qualitative data through an online survey of 157 people, the study examines the effectiveness of different influencer tactics. It covers topics such as the legal framework for influencers, the widespread use of social media and influencer marketing in Indonesia's beauty industry, and how various promotional methods resonate with consumers. The findings offer valuable insights and guidance for beauty brands looking to enhance their influencer marketing strategies and build stronger connections with Indonesian consumers. The survey results indicate that influencer marketing positively affects buying decisions, as influencers help build brand trust and provide useful product information, shaping beauty trends and purchasing habits.

Investigating Consumer’s Attitudes Toward New Carbon Tax Regulation in Indonesia

Abstract The Indonesian Government’s 2021 initiative to curb carbon emissions through carbon tax aims to influence the behavior of firms and consumers, particularly, those reliant on fossil fuels. Simultaneously, the carbon tax is envisaged as a means of generating state income and facilitating environmental investments. This research investigates Indonesian consumers’ attitudes toward the carbon tax through a representative survey, analyzing awareness, acceptance, and support levels as indicators and utilizing Structural Equation Modelling (SEM) with Partial Least Squares (PLS) program. The study explores opinions on the climate crisis and carbon tax, with a focus on Greater Jakarta. Preconceptions of climate change and their influence on attitudes are examined, along with socio-demographic characteristics shaping consumer behaviours. Findings reveal a heightened climate crisis awareness among the participants, however, a quarter remain unaware of the carbon tax enactment. Most consumers accept the tax, recognizing personal and industry responsibility for carbon reduction. Many are willing to contribute with tax rates of 1% to 3%. Policy recommendations include fostering political trust, progressive taxation on fossil fuels, and government incentives for carbon reduction. The study underscores the link between awareness, acceptance, and support for carbon tax implementation, suggesting further research on additional support indicators, including political trust.