Design Marketing Strategies Research Articles

Brand Strategy and the Effective Marketing Position of the Blind Box Industry: A Case Study of Pop Mart

Aims: This study examines POP MART's rapid growth in China's blind box sector. By integrating the insights and strategies from a systematic review, the industry can successfully interact with customers, create loyalty, and produce unforgettable experiences. Study Design: A qualitative approach is used in this research, using secondary data, content analysis, social media, and other news-related articles relating to the success of the blind box industry Methodology: This research investigates and describes the design elements, brand and marketing strategies, and consumer psychology of successful blind box firms. This study systematically examines POP MART's unique circumstances using the blind box business model. Conclusion: This research will aid other companies that want to enter or grow their blind box market or adopt a similar business approach. This study applied the POP MART and blind box brand case studies, specifically the theoretical and applied marketing implications.

Analisis Aspek Pasar sebagai Pilar Utama dalam Studi Kelayakan Bisnis untuk Mendukung Keberlanjutan Usaha

The market aspect plays a strategic role in business feasibility studies, serving as a fundamental basis for assessing the potential success of a business. This study aims to analyze market aspects, including demand potential, segmentation, competition, and consumer behavior, as the primary pillar to support business sustainability. This research employs a qualitative method based on literature studies by reviewing various sources such as scholarly journals, industry reports, and other relevant documents. The findings indicate that understanding market dynamics provides substantial competitive advantages, particularly in designing marketing strategies responsive to consumer needs and market changes. The literature analysis also highlights that business success heavily depends on the ability of business actors to comprehend market trends, anticipate competition, and effectively leverage opportunities. These findings have significant implications in assisting business practitioners, investors, and policymakers in developing data-driven business strategies that support long-term sustainability. This study emphasizes the importance of market aspects as a fundamental element in every business feasibility study, focusing not only on profitability but also on business resilience amidst complex market dynamics.

Implementasi Business Model Canvas (BMC) dalam Perencanaan Strategi Pemasaran Kewirausahaan UMKM (Studi pada “Citra Oleh-Oleh Lampung” di Bandar Lampung)

This study aims to apply the Business Model Canvas (BMC) as a strategic tool in designing marketing strategies to increase the competitiveness and sales of Toko Citra Oleh-Oleh Lampung, an MSME engaged in the field of regional souvenirs. The research method used is descriptive qualitative, with data collection through in-depth interviews, direct observation, and literature studies. Data analysis uses a thematic approach supported by SWOT analysis to identify strengths, weaknesses, opportunities, and threats in the business. The results of the study show that the main elements in the BMC, such as Customer Segments, Value Propositions, and Channels, play a significant role in determining an effective marketing strategy. Lampung's typical products with local cultural values, distributed through physical and digital stores, and a focus on customer experience are the main advantages. However, the study also identified challenges, such as dependence on tourists and logistical constraints, which need to be addressed through product diversification, digital marketing optimization, and operational efficiency. This study provides a practical contribution to Toko Citra Oleh-Oleh Lampung in increasing its competitiveness in the local and national markets. In addition, the results of this study are expected to be a reference for other MSMEs in facing competition in the era of globalization. Suggestions for further research are to conduct a comparative study between MSMEs that implement BMC and those that do not, to show the effectiveness of this strategy in more depth.

Cultural Studies on Ethnocentrism and Image of Country of Origin in the Context of Purchase Intentions

The objective of this research is to ascertain the influence of consumer ethnocentrism and the perceived image of a country's products on the purchasing intentions of Indonesian consumers with respect to goods originating from China. The conceptual framework of the study was formulated on the premises of ethnocentrism theory, product image perceptions, and the determinants of consumer purchase intent. This research is a qualitative descriptive research using in-depth interviews with 10 informants. The results of the study reveal that consumer ethnocentrism is attached to the purchase of domestic goods with the assumption that the goods are of high quality and have very competitive price competition with foreign goods. In Indonesia, the people already have a stigma that goods originating from China are indeed cheap. The perception of product image plays a significant role in shaping the intention to purchase imported goods from China. Indonesian enterprises have the opportunity to harness consumer ethnocentrism by designing marketing strategies that foreground nationalistic aspects, highlighting the national identity and features of domestically sold products. These strategies can be deployed as overt messages to increase the efficiency of communication or to enhance the positioning of the company's image.

Designing marketing strategy using SWOT and Blue Ocean strategy to increase sales and competitiveness at PT Zaga Krida Teknik

Designing marketing strategy using SWOT and Blue Ocean strategy to increase sales and competitiveness at PT Zaga Krida Teknik

Unraveling Farmers' Buying Process for Agricultural Inputs in Himachal Pradesh: Implication for Agricultural Marketing

The present study was carried out on farmers' buying process towards agricultural inputs in the high hill temperate wet zone of Himachal Pradesh. A multi-stage random sampling technique was used for the selection of sampled households in the study area. The primary data were collected from a sample of 448 farmers who were the significant decision-makers in their households. It was examined that quality consciousness was high, especially for seeds (52.45 per cent), power sprayers (50.18 per cent) and agrochemicals (47.23 per cent). The buying decision times varied by input, averaging 3.06 and 60.58 days for seed and power tillers, which required more deliberation due to cost and complexity. Farmers used an average of 2-3 information sources for frequently purchased inputs, increasing to over 4 for infrequently purchased inputs. Statistical analysis showed that education, farming experience, and quality consciousness significantly influenced buying behaviour across various decision stages, including decision time and number of suppliers evaluated and critically shaped the buying process, particularly for high-investment inputs. The results of the study are helpful to policy formulators in the agriculture input sector, agribusiness firms, and researchers in consumer behaviour in designing marketing strategies based on changing market dynamics.

Kajian Literatur Faktor-Faktor yang Mempengaruhi Kepercayaan Konsumen terhadap Produk UMKM Berlabel Halal

This study aims to identify factors that influence consumer trust in halal-labeled micro, small, and medium enterprises (MSMEs) products. In Indonesia, the halal label plays an important role in purchasing decisions, especially among Muslim consumers who are looking for products that comply with Islamic law. This label not only guarantees the conformity of the product with Islamic law but also increases consumer trust in the safety and quality of the product. This study uses a literature study approach, analyzing various relevant references related to Islamic business management and consumer trust. The main factors identified include product quality, brand image, risk perception, and social influence. Consistent product quality, transparency in the production process, and a strong brand image contribute to increasing consumer trust and loyalty. In addition, social influence through recommendations from family and friends, as well as reviews on social media, play a significant role in shaping consumer perceptions. This study concludes that these factors are not only important for Muslim consumers but can also attract the interest of non-Muslim consumers who prioritize safety and ethics. This study provides insight for MSMEs in designing marketing strategies and product development, and is expected to support policies that encourage the growth of the halal MSME sector in the domestic and international markets.

Perilaku Impulse Buying Konsumen pada Produk Lifestyle dengan Pendekatan Theory Of Planned Behavior

Increasing economic growth and development of the retail industry in Indonesia has strengthened competition among retail business players. Therefore, one way for companies to compete with other retail businesses is to understand the factors that trigger impulsive buying behavior. The purpose of this study is to determine the influence of the factors in the Theory of Planned Behavior, namely attitude toward behavior, subjective norm, and perceived behavioral control on impulse buying behavior, either directly or indirectly through impulse buying intention. The sampling method used is non-probability sampling, and the technique to be used is purposive sampling. Data analysis was conducted using Partial Least Square - Structural Equation Modeling (PLS-SEM) with a sample size of 165 respondents. The results of the study prove that attitude toward behavior, subjective norm, and perceived behavioral control influence impulse buying intention. Attitude toward behavior, subjective norm, and perceived behavioral control influence impulse buying behavior, either directly or through impulse buying intention. Additionally, impulse buying intention influences impulse buying behavior. This research contributes to companies in designing marketing strategies to shape consumers impulsive buying behavior. Keywords: Impulse Buying, Attitude Toward the Behavior, Subjective Norm dan Perceived Behavioral Control.

The Influence of The 7P Marketing Mix Strategy and Digital Marketing on Car Purchasing Decisions at PT. Hadji Kalla Toyota Palopo Branch

Marketing mix helps companies design marketing strategies by paying attention to product, price, distribution, and promotion, while digital marketing uses digital technology to reach consumers directly, both work together to create brand awareness, influence consumer perceptions, and facilitate the purchasing process, influencing purchasing decisions consumers positively. This research aims to determine the influence of 7p marketing mix and digital marketing on car purchasing decisions at Pt. Hadji Kalla Toyota Palopo Branch, either partially or simultaneously. The research approach used in this research is a quantitative approach, namely a direct survey using data collection through questionnaires and observation. The research results show that (1) Marketing mix has no effect on purchasing decisions, with a calculated t value of the marketing mix variable of 1.201 < t table value (1.678) and a sig. 0.312 > 0.05. (2) Digital marketing has a significant positive effect on purchasing decisions, with a calculated t value for the digital marketing variable of 2.553 > t table value of 1.678 and a sig value. 0.014 < 0.05. And (3) Marketing mix and digital marketing simultaneously (together) have a significant effect on purchasing decisions with a calculated F value of 20.233 and a significance of 0.000 < 0.05.

Perilaku Konsumen Pembelian Produk Tabir Surya Pendekatan Theory of Planned Behavior

Indonesia has become one of the countries with significantly high sales in the beauty product industry, particularly sunscreen products. Various brands strive to attract consumer attention by offering different innovations and benefits. Consequently, companies need to find ways to increase awareness and consumer loyalty towards sunscreen products by understanding factors such as attitude, subjective norms, and perceived behavioral control. This research was conducted with the main objective of understanding consumer purchasing behavior of sunscreen products through the TPB approach. Additionally, this study was conducted to provide theoretical benefits by enhancing insights and knowledge related to consumer behavior, especially in terms of consumer decision-making and consumer loyalty based on the TPB approach. The sampling method used was non-probability sampling, specifically purposive sampling. Data analysis was conducted using the Structural Equation Modeling (PLS-SEM) method with a sample size of 199 respondents. The results of this study prove that attitude, subjective norm, and perceived behavioral control have a positive impact on consumer decisions directly or indirectly through consumer loyalty. Moreover, consumer decision-making positively influences consumer loyalty. This research contributes to companies in designing marketing strategies to shape consumer decision-making and consumer loyalty towards sunscreen products. Keywords: Theory of Planned Behavior, Attitude, Subjective Norm, Perceived Behavioral Control, Consumer Decisions, Consumer Loyalty.

ANALISIS FAKTOR YANG MEMPENGARUHI GENERASI MILENIAL DALAM PEMBELIAN KPR SYARIAH (BSI MALANG)

This research aims to identify factors that influence the millennial generation in purchasing Sharia Home Ownership Credit (KPR) at BSI Malang. In this research, the variables analyzed include income level, religiosity, price, and giving procedures. This research used a questionnaire with 190 millennial generation respondents, using logistic analysis with the help of STATA software which stated that income level, religiosity, and granting procedures were declared significant on the purchase of Sharia Home Ownership Credit (KPR), while the price variable had no significant effect on the purchase of Sharia KPR. In addition, this research can help banks design marketing and financing strategies for Sharia Home Ownership Credit (KPR) that are more effective in attracting the millennial generation as potential customers. Theoretically, this research contributes to the understanding of consumer behavior and purchasing decisions, especially in the context of purchasing Sharia mortgages by the millennial generation.

Consumer Perception of Health and Wellness Products

This study aims to understand consumer perceptions of health and wellness products amidst growing public awareness of the importance of a healthy lifestyle. Using a qualitative approach, this research explores factors that influence consumer perceptions, such as trust, personal experience, preferences, and social influence. Data collection methods include in-depth interviews and focus group discussions (FGDs) with 20 respondents from diverse backgrounds in age, gender, and physical activity levels. A purposive sampling technique was used to ensure a relevant variety of views on health and wellness products. The collected data was analyzed using thematic analysis, producing key themes such as trust in product safety and effectiveness, preferences for natural over chemically-based products, and the influence of community and social media in shaping perceptions. The study's findings indicate that consumer perceptions of health products are significantly influenced by personal experiences and information obtained from social environments and media. Trust in the brand and the transparency of manufacturers in providing information also play an important role in shaping consumer decisions. Additionally, it was found that consumers tend to prefer products considered natural and that offer clear health claims. This research provides insights for producers in designing marketing strategies that can enhance consumer trust through transparent education and strengthen brand reputation.

Pengembangan UMKM Dengan Pembuatan Daftar Menu Menarik dan Banner di Desa Pasinan Kecamatan Lekok Kabupaten Pasuruan

Community service is a form of implementation of the Tri Dharma of Higher Education, with the aim of having a positive impact on society. This activity was carried out on 29 July 2024 in Pasinan Village, Lekok District, Pasuruan, with a focus on developing local Micro, Small and Medium Enterprises (MSMEs). The Unsuri team collaborated with MSME players in designing marketing strategies through attractive menu list and banner designs. The approach used is participatory, where MSME players are actively involved in every stage of planning. The methods used include field observations, interviews, design, and implementation of marketing strategies based on the results of MSME needs analysis. Active participation from villagers is expected to increase programme engagement and sustainability, as well as strengthen the competitiveness of local products. The results of this programme show an increase in the visual appeal and professional image of MSMEs, which has a positive impact on sales potential and the village economy.

Perceptions And Interests Of Young Entrepreneurs In Sharia-Based Business Finance

This study analyses the perception and interest of young entrepreneurs in Sharia-based business financing at BSI in Sungai Penuh City, Jambi. This study uses a qualitative approach with primary data from interviews. Interviews were conducted directly with six informants. The data analysis technique uses the Miles and Huberman approach with the following stages: data reduction, data presentation, verification, and conclusion. The results of the study indicate that the perception of young entrepreneurs towards Sharia-based loans is generally very positive; they understand the basic principles of Sharia in financing without interest and the application of profit sharing. Young entrepreneurs also recognize the benefits of sharia financing, such as easy access and simple procedures. On the other hand, the interest of young entrepreneurs in Sharia financing is still relatively low. This is due to the need for more socialization and support from Sharia financial institutions and limited financing options. Theoretically, this study can be used as a reference for relevant research in the future. Practically, this study can be a reference for Sharia financial institutions in designing marketing strategies and developing financing products that meet prospective customers' needs so that they can have a positive impact and increase interest and awareness of the importance of Sharia financing among young entrepreneurs.

ANALISIS KNOWLEDGE SHARING DALAM INOVASI BISNIS UNTUK MENINGKATKAN KINERJA USAHA MIKRO KABUPATEN CIANJUR MENGGUNAKAN PARTIAL LEAST SQUARE

The Cianjur Diskoperindagin recorded that 2,715 new MSMEs had emerged. However, Cianjur micro businesses experienced a significant decline in sales, making it difficult to design and implement marketing strategies. Therefore, micro businesses are required to produce quality, competitive products that have high competitiveness and to continue to innovate in terms of product development and sales. This research seeks to analyze the effectiveness of micro-enterprise knowledge sharing through business innovation. Research data was obtained by distributing questionnaires to 140 micro business actors in Cianjur. Data and conceptual models were tested using the PLS-SEM method with the help of SmartPLS4 software. The research results show that the tacit knowledge sharing variable is explained by the variables trust, organizational structure and employee attitudes with a variance value of (10%). Meanwhile, the explicit knowledge sharing variable can be explained by the variables trust, organizational culture, employee attitudes and motivation methods with a variance of (20%). The quality of innovation in this research can be explained by explicit and tacit knowledge sharing with a variance value (12%). This is different from the speed of innovation which can only be explained by tacit knowledge sharing with a variance of (11%). This research also shows that the operational and financial performance of micro businesses in Cianjur can only be explained by the speed of innovation variable.

Pengaruh Celebrity characteristic terhadap impulse buying melalui Celebrity endorsement dan Hedonic attitude serta Utilitarian attitude: Pendekatan Teori S-O-R

Impulse buying, is a consumer behavior characterized by spontaneous and unplanned buying decisions. The main problem faced in this research is how celebrity characteristics influence impulse buying through celebrity endorsement as well as hedonic attitude and utilitarian. This study used Structural Equation Modeling (SEM) to analyze data from 171 respondents to identify the relationship between these variables. The results show that celebrity characteristic has a significant positive effect on celebrity endorsement (coefficient 0.984, p-value 0.000), which then affects hedonic attitude (coefficient 0.757, p-value 0.000) and utilitarian (coefficient 0.686, p-value 0.000). Hedonic attitude increases impulse buying (coefficient 0.528, p-value 0.000), while utilitarian attitude has a negative influence (coefficient -0.296, p-value 0.005). The contribution of this study lies in an in-depth understanding of the role of celebrity characteristics in increasing the effectiveness of endorsements and their impact on impulse buying behavior. The conclusions of the study emphasize the importance of choosing the appropriate celebrity and designing marketing strategies that consider the emotional and rational aspects of consumers. Suggestions for marketers are to focus on relevant celebrity characteristics and integrate emotional and rational approaches in marketing campaigns to maximize the influence on impulse buying.

Electricity user behavior analysis and marketing strategy based on internet of things and big data

This paper examines power user behavior and the design of marketing strategies, using a case study of Smart Community A. We explore how advanced analytical models are used to enhance energy efficiency and user services. First, we apply spectral clustering to refine user segmentation and identify distinct electricity consumption patterns among different groups. Then, the Hidden Markov Model (HMM) analyzes user behavior, uncovering shifts in consumption habits and enabling personalized service offerings. Next, the ARIMA model predicts electricity consumption trends, guiding grid scheduling and resource allocation. Based on these analyses, we develop targeted marketing strategies, such as dynamic pricing and energy-saving incentives, which boost user engagement and reduce energy usage. Through an IoT and big data-driven interactive marketing platform, we enhance user experience and foster a culture of energy conservation. Finally, a feedback mechanism ensures continuous improvement and maximizes the effectiveness of the marketing strategies.

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.

Predicting sustainable tourism: examining customers’ intention to visit green hotels using an extended norm activation model

PurposeThis study aims to predict customers’ intention (INT) to visit green hotels through an extended norm activation model (NAM) framework. The extended NAM includes environmental concern (EC), price consciousness (PC) and aesthetic values (AEV).Design/methodology/approachA quantitative survey design was used to collect 340 valid responses from customers in Pakistan. Partial least square - structural equation modeling was used to assess the hypothesized relationships.FindingsThe results show that EC and awareness of consequences have a significant ascription of responsibility (AR) and personal norms (PN) towards INT. The results confirmed the moderating effect of PC on the relationship between PN and INT and the moderating effect of AEV on relationship between PN and INT and AR and INT. The findings indicate that PN does not mediate the relationship between AR and INT. These findings indicate that customers are aware of the consequences of resource depletion and environmental pollution that result from the unsustainable hotel practices. Therefore, customers tend to visit aesthetically green hotels at affordable prices.Practical implicationsThe study proposes that green hotels should design marketing strategies in a way that increases customers’ awareness and concern towards environmental issues. Marketing campaigns focusing on environmental aspects of green hotels enhance its green reputation and motivate customers to visit green hotels. In addition, managers must consider enhancing the beauty of hotels at a competitive price.Originality/valueThis is the first study to use an extended NAM by integrating EC, average variance extracted and PC to predict customers’ INT towards green hotels. The extended NAM framework provides comprehensive understanding of the relationships between EC, AR and PN regarding visiting green hotels. In addition, the study emphasizes on AEV’s crucial role in influencing customers’ INT to visit green hotels.

Peran Media Sosial Instagram @Plnup3surabayaselatan sebagai Media Promosi Produk dan Edukasi Kelistrikan dalam Menarik Minat Beli Pelanggan PT PLN (PERSERO) UP3 Surabaya Selatan

The use of social media as a promotional and educational tools is increasingly important in company marketing strategies in the current digital era. This research examines the role of social media Instagram account @plnup3surabayaselatan in supporting product promotion and electrical education to attract buying interest from PT customers. PLN (Persero) UP3 South Surabaya. This research method uses a qualitative approach with data collection techniques through observation and interviews with customers and employees of PLN UP3 South Surabaya as well as content analysis of related posts. Research findings show that Instagram account @plnup3surabayaselatan is less effective in increasing customer awareness about electrical products and services offered by PT PLN (Persero) UP3 South Surabaya. Apart from that, the educational content presented is also less prominent so that the efficient and safe use of electrical energy is not yet fully understood by customers and the wider community. The results of this research provide important insights for companies in designing marketing strategies via social media to increase customer engagement and expand market share in today's digital era.