Company's Products Research Articles

Value of time and port choice: An approach regarding import companies in Brazil

The cargo release time in Brazilian ports is a critical factor that impacts the competitiveness of companies. This paper analyzed the port choice process from companies in two states in the Southeast region of Brazil: Rio de Janeiro and Minas Gerais. We used Stated Preference data. Multinomial logit and mixed logit with error components models were estimated. We analyzed the following attributes: taxation, road transport tariff, ship calls, port tariff, sea freight tariff and cargo release time. The experimental designs were structured using an efficient design for Rio de Janeiro, and a Bayesian efficient design for Minas Gerais. A comparison of the port choice behavior was carried out between the states. For each state, the Value of Time (VOT) was calculated referring to the willingness of companies to pay for the reduction of one unit (day) of cargo release at ports. The estimated VOT for companies in RJ was R$/t.day 387.45 (77.49 U$S/t.day) and for companies in MG, it was R$/t.day 364.93 (72.98 U$S/t.day). The results indicate that the estimated values may vary according to characteristics, such as company size and product type.

"Games being played": a US exploration of market strategies used by the beverage industry as experienced by food retailers.

The beverage industry's role in undermining nutrition-related population health is a growing global concern. Industry strategies that affect policy, science, and public opinion are increasingly exposed. However, those used in the retail space-known as market strategies-remain largely unspecified. The purpose of this study was to uncover the market strategies beverage companies use with US retailers to secure their influence and control in the primary setting where the public purchases their products-food retail. We conducted a qualitative study based on multiple data sources: 49 interviews with industry insiders, including chain retail managers, independent store owners, and sales representatives and distributors of major food and beverage companies; 15 business files shared by participants, including written beverage marketing agreements and contracts; and 27 purposively sampled, publicly-available industry documents. All data were thematically analyzed. We identified that beverage agreements, which dictate the products, space, marketing, and prices of company products in retail settings, are universal regardless of the retailer's market size. While ubiquitous, the agreement terms, services, and treatment beverage companies provided varied widely-with large US retail chains receiving superior opportunities, such as financial incentives and additional services, and independent and small chain retailers often experiencing disadvantaged, more expensive, non-negotiable terms. Despite this, companies also used several strategies that diminished concerns of differential treatment and thus effectively managed their reputation among independent and small chain retailers. Findings suggest a use of the consolidated power among beverage companies with significant implications for the healthfulness of food retail settings. We conclude by highlighting key policy and legal targets that could be leveraged in the US to address power imbalances in the retailer-beverage company relationship and ultimately shift retail towards promoting public health.

ФОРМУВАННЯ ПРОДУКТОВОЇ СТРАТЕГІЇ ЯК ГОЛОВНОГО ЕЛЕМЕНТА МАРКЕТИНГОВОЇ ТОВАРНОЇ ПОЛІТИКИ

Introduction. Today, when the target market changes, competition increases or the marketing environment changes, the nature and pace of product development must also change. Different markets and competitive situations require different product development cycle lengths, degrees of standardization and support services. All of the above requires a rethinking of the role of marketing product policy, in particular marketing product strategy. The purpose of the article.To investigate the essence of the product strategy, the peculiarities of product marketing, to analyze the foreign experience of forming a product strategy and to build a model of the company's product marketing strategy. Metods. The use of the method of analysis and synthesis of foreign experience in the formation of product marketing made it possible to adapt the model of the company's product marketing strategy to domestic realities. Results A product strategy sets the direction for the business, unites everyone around common goals and reduces waste. Product marketers spend a lot of time solving problems – many of which could be avoided if product goals, priorities and strategies were clear and aligned. In order to better understand who should do what, a model of the company's marketing product strategy is proposed, which includes three components: a strategy for determining product activity (initial activity); product manufacturing strategy (input activity) and sales strategy (output activity). Conclusiоns The structure of product marketing and its functioning depends on the size of the enterprise, the markets in which it operates, as well as the skills and preferences of the people involved. However, in order to achieve success, it is necessary to realize three aspects: decide who and what should be done; understand who is ultimately responsible for the success of each product; a detailed understanding of existing and potential customers and markets. Knowing this helps ensure products are well positioned, customers want to buy them, and sales teams have what they need to sell.

Changes in Customer Behavior Towards Video Advertising Post-Pandemic

Background: Video Advertising (VI) is a powerful media tool used by several companies as a marketing strategy. During COVID-19 pandemic, there was a wide adoption of digital media, particularly VI, to promote company products. However, some changes occurred post-pandemic, which influenced customer behavior. Objective: This research aimed to explore changes in customer behavior towards VI post-pandemic. The exploration focused on understanding changes in four major factors which included Sensory Appeal (SEN), Informativeness (INF), Entertainment (ENT), and Telepresence (PRE). Methods: Data were collected using snowball sampling method, resulting in 744 responses. After deleting outliers and non-shopping customer, there were 584 analyzable data. Covariance-Based Structural Equation Model (CB SEM) method facilitated by Lisrel Application was used for data analysis. Results: The result showed that significant changes have occurred in customer behavior to VI post-pandemic. Among the 13 tested hypotheses, 11 showed significant influences, while 2 did not, indicating shifts in customer behavior. Conclusion: COVID-19 pandemic led to significant changes and imparted customer with a new understanding of VI, which became a major marketing tool. These changes were due to experiences during the pandemic, which affected SEN (72%), INF (77%), ENT (76%), and PRE (70%). Further analysis showed that ENT affected Customer Trust (CT) and Actual Purchase (APU) by 20% and 27%, while PRE caused 34% and 20% respectively, indicating a decrease in customer response from VI to CT and APU. Based on these results, further exploration should build on the identified factors and investigate additional variables that had not been considered. Keywords: Post-Pandemic, COVID-19, Customer Behavior, Video Advertising

Exploring E-Customer Satisfaction Using e-SERVQUAL Among Online Shoppers

When interacting with a company's products and services, customer satisfaction is an overall feeling of contentment that a client is experiencing. Previous studies have shown an increase in revenue when a company prioritizes customer satisfaction with its products or services. Around 70 percent of Malaysians are dynamic online consumers, with most of them shopping via websites. e-SERVQUAL assesses the efficacy and efficiency of a website in facilitating shopping, purchase, and delivery processes. It encompasses the pre-purchase and post-purchase phases. The e-SERVQUAL dimensions (privacy, website design, responsiveness, reliability, usability, and information quality) are elements that impact e-customer satisfaction. A total of 100 respondents at Bandar Utama City Centre who shop online participated in the survey. According to the data, males outnumber females among the respondents. The survey comprised three sections: A, B, and C. Section A comprised the demographic information of the respondents, Section B concentrated on the e-SERVQUAL aspects, and Section C addressed e-customer satisfaction. The data was examined utilizing the Statistical Package for the Social Sciences (SPSS). The results indicated that the majority of respondents expressed satisfaction with the quality. However, website design improvements should be made to encourage more online shopping. The recommendation in this study is beneficial to online service providers and future studies on e-SERVQUAL should be extended to another dimension to explore more aspects of determining quality service in an online setting.

Komunikasi Persuasif dan Word of Mouth dalam Pemasaran Tabungan Haji Panin Dubai Syariah Bank

Marketing communication has the function of conveying information, persuading and reminding potential consumers of products and services for making purchasing decisions. The type of product, the target market for prospective consumers, the strength of the network owned and the company's ability in terms of promotion budget are aspects that need to be considered in determining the form and channel of marketing communication for a product. Persuasive communication plays an important role for the company's success in influencing prospective customers to respond and act according to what is expected in relation to product marketing. Word of mouth about the experiences of customers who have enjoyed the company's products and services forms word of mouth which is an effective communication medium in influencing the decision making of other prospective customers. This study uses a qualitative approach and is descriptive in nature, aims to describe and analyze the application of persuasive communication elements and word of mouth elements as a form and channel of marketing communication for Hajj Savings at Panin Dubai Syariah Bank. The data used in this study are primary and secondary data. Primary data was obtained from direct observation and interviews, while secondary data was obtained from the results of research that had been carried out by previous researchers and scientific reports contained in articles or journals regarding persuasive communication and word of mouth. The results of the study show that the elements of persuasive communication (claims, warrants and data) are implemented in verbal communication by the opinion leaders and non-verbally in the choice of media sentences to promote PDSB Hajj Savings products. Word of mouth elements (WoM Units, Participants, Venues, Actions and Outcomes) occur and are implemented in the interaction process both by opinion leaders to the community and Hajj Savings customers who have experienced PDSB Hajj Savings services to the surrounding community.

Perancangan Desain Kemasan Produk Kacang Goreng Renyah Panineungan

The Panineungan Crispy Fried Beans brand is the flagship product of the Panineungan company, which is a Small, Micro and Medium Enterprise (MSME) in Sukaraja Regency. These fried peanuts have the advantage of being peanuts that have various additional flavors, but the product is not supported by a packaging design which is considered to lack identity product information, but is only packaged in transparent plastic with a printed sticker label, so it has no appeal to consumers. The aim of designing the packaging for the Panineungan Crispy Fried Beans product is an effort to provide product identity and be able to show the product's image compared to other competitors. The design is carried out by displaying product packaging designs with images for middle and upper middle levels. It is hoped that the production of Panineungan Crispy Fried Beans packaging will be able to strengthen the product's identity as a typical regional souvenir of Sukabumi Regency in order to achieve quality Small Micro and Medium Enterprises (MSME) products.

Стратегические перспективы развития отрасли цветных металлов: проблемы и задачи отечественных производителей

The non-ferrous metallurgy industry in Russia is undergoing profound changes due to geopolitical shifts, the transition to green energy, and the need to develop processing industries. Non-ferrous metals, as strategically important products, can play a decisive role in achieving the global goals of the Russian economy related to economic security, the development of domestic markets, the reconstruction of high-tech industries, the modernization of stably functioning industries, and the improvement of the quality of life for the population. The purpose of this research is to study the trends and risks affecting non-ferrous metal producers and to assess the opportunities and challenges for developing both external and domestic markets, ultimately aiming to ensure sustainable demand for the products of mining companies and metal producers. The primary research methods used include general scientific approaches such as comparative analysis, synthesis, and decomposition. This paper reviews the current state of Russia's non-ferrous metallurgy sector and explores its development prospects, with a specific focus on Norilsk Nickel, a key player operating in the Arctic. The main results of the study include an assessment of the current global market for non-ferrous metals, their role in the energy transition, and the formation of a low-carbon economy. The study also analyzes and summarizes the challenges facing domestic non-ferrous metallurgy and suggests potential directions for its development in the current economic context. A critical analysis of the Strategy for the Development of the Metallurgical Industry of the Russian Federation for the Period up to 2030 reveals that several important aspects and issues are not adequately addressed in the document. For example, it lacks a strategic planning methodology and fails to consider the specific characteristics and potential of the Arctic’s non-ferrous mineral resource base. The practical significance of this study lies in clarifying the prospects for utilizing non-ferrous metals to support the revitalization of high-tech industries in the national economy.

Boosting customer loyalty through marketing distribution, customer experience management and customer relationship management

This study aims to analyze the effect of marketing distribution on customer experience management (CEM), customer relationship management (CRM), and customer loyalty. This study also analyzes the effect of CEM and CRM on customer loyalty. This study uses quantitative methods with a population of all BPRS (Sharia People's Financing Bank) customers in the Cirebon area, West Java. The sample in this study was taken through the purposive sampling method regarding sampling criteria tailored to the research objectives. From the sampling process, we obtained 185 respondents who met the criteria and became the research sample. Data were collected through the distribution of questionnaires and analyzed using a structural equation model with Smart-PLS 3. The analysis shows that marketing distribution positively affects customer experience management, customer relationship management and customer loyalty. Furthermore, customer experience management and customer relationship management are also proven to positively affect customer loyalty. Conclusion: It is concluded that marketing distribution has an important role in improving CEM, CRM and customer loyalty. This research proves that the implementation of good marketing distribution can encourage consumer interest in the company's products and services and build customer loyalty.

Importance-Induced Customer Segmentation Using Explainable Machine Learning

Abstract Customer segmentation plays a critical role in enhancing a company's product penetration rate in the market. It enables numerous downstream applications such as customer-oriented product development and trend analysis. Previous approaches to customer segmentation have relied either on survey-based methods or data-driven approaches. However, these methods face challenges such as high human labor requirements or the generation of noisy segments. To address these challenges, this paper proposes a new methodology based on data-driven network construction and an importance-enhanced framework. The framework incorporates two techniques: (1) the utilization of a neural network model to compute feature importance values and (2) the proposal of a novel network connection rule. This framework addresses the limitation of the previous approach, sentimentpolarity- based networking, by connecting customers based on feature importance. We further validated the effectiveness of the framework using three real-world datasets and demonstrated the proposed method outperformed the previous approach.

Simulation of Discovering Market Opportunities Using AI Methods

Due to the strong turbulence that exists in the business environment, the view is sometimes articulated that the time horizon of decisions is no longer a hallmark of strategic management. Opposing views argue that a turbulent environment changes the trajectory of reaching future objectives determined by strategic decisions. Such trajectories require the company to be agile, which is manifested by seizing opportunities. Opportunities arise because the environment is volatile. An example of market opportunity is the unsatisfied demand for products. Buyers are driven by different motives when choosing between products that are alternative to them. From the producer's point of view, the purchase is therefore random. As a consequence, the alignment of the offered product portfolio with the actual purchasing decisions of customers is undetermined. In this article, we address the problem of determining the product portfolio structure expected by customers, i.e. one that is consistent with their future purchasing decisions. We hypothesise that this problem can be represented by a model of flows between alternative resources. Problems of this type are solved using Markov Chain Monte Carlo (MCMC) methods. In order to discover the expected demand (opportunity), we simulated the flow model we developed using the Metropolis-Hastings algorithm, which is a special case of the MCMC method used in AI. Due to operating on numerical data, such simulations fall under quantitative research. In the article, we present a model of customer flows between alternative products and then the simulation result, which is the expected value of these flows (stationary point). We convert this value into the structure of the product portfolio using a model of customer purchasing decisions that we have developed. The obtained results confirm the effectiveness of our method and have significant practical value, especially for SMEs. It also enables the assessment of the company's product strategy based on real sales data. The application of our methodology is limited to discovering opportunities in situations where purchasing decisions are influenced by variable environmental factors, causing irregular purchases by individual customers. It is useful, for example, in discovering opportunities in markets such as Household Articles, Furniture, Vehicles, Equipment Repairs, Construction, and many others.

PHÁT TRIỂN NĂNG LỰC ĐỊNH HƯỚNG NGHỀ NGHIỆP CỦA HỌC SINH QUA BÀI HỌC E-STEM “CÔNG TY THIẾT KẾ SẢN PHẨM ỨNG DỤNG CẢM BIẾN” TRONG DẠY HỌC CHUYÊN ĐỀ “MỞ ĐẦU VỀ ĐIỆN TỬ HỌC” (VẬT LÝ 11)

Based on the E-STEM theoretical framework, STEM lessons, and thematic knowledge content “Introduction to Electronics” in the 11th grade physics curriculum, the article designs the E-STEM lesson “The company designs sensor application products” to foster students’ career-oriented capabilities. Experimental results show that the lesson has an impact on the development of career-oriented competency, including STEM career awareness, STEM self-efficacy, and STEM career interest. Furthermore, although the personal emotional aspect and the decision to choose a STEM career also had an increased average score after the experimental process, it was not statistically significant. In general, students can complete tasks and respond positively to the lessons, while also having the opportunity to foster behavioral manifestations of career-oriented and physics competency. These contributions will suggest and direct the integration of E-STEM into forms of implementing STEM education in high schools in the future. Keywords: E-STEM; STEM education; entrepreneurship education; career orientation; Physics curriculum.

INOVASI BERBASIS DIGITAL ONLINE UNTUK EFEKTIFITAS SISTEM MANAJEMEN TERINTEGRASI

Stakeholders hope that their requirements and expectations will be understood and fulfilled. One of the requirements from stakeholders is related to standardization and certification of the company's products and operational processes. PLN, with its very complex business processes, is also affected by the consequences of demands for various standardizations and certifications, so efforts must be made to fulfill various permits, standardizations and certifications. In the end, managing and monitoring this matter requires large resources, not only costs but also employee time which should be allocated to more essential things in the service aspect. However, in its development, even though the stages of standardization and certification to integration have been implemented, in reality the series of management systems are still not able to eliminate the stigma of normative activities whose form is unclear, the existence and benefits of which are not well known to the staff in the unit. Therefore, the authors are trying to bring about a change in management patterns from conventional methods towards implementing online digital-based innovation in managing the integrated management system at PLN. After digital-based innovation for SMT management was implemented, it was proven to bring major and fundamental changes, including that SMT management became clear in its form and accessibility. The level of concern for collaborative development in order to fulfill requirement demands is increasing. Apart from that, the confidence of the team and management in facing audit activities shows increased readiness which is the impact of increased understanding and preparedness for well-documented evidence.

INFLUENCE OF CELEBRITY ENDORSEMENT ON PURCHASE INTENTION: BRAND AWARENESS & BRAND PERCEPTION AS MEDIATORS

The global celebrity endorsement market is growing to be worth millions of dollars. The celebrity endorsements are used in advertising by marketers to boost sales and have a good effect upon viewers' views, which in turn affects their purchasing decisions. Using quantitative approach, this study assesses how celebrity endorsements affect customers' perceptions of the company's product or brand & their choice to buy. The questionnaire was used to gather data from 100 respondents, was then examined. The study investigated how respondents perceived celebrities, their traits & how celebrity endorsements affected their purchase choices. Results show that celebrity endorsements in commercials make them more enticing than those that don't. Furthermore, the results further revealed that the consumer purchase behavior is greatly influenced by celebrity endorsements, with the celebrity popularity having a major influence upon these selections. This study explores the purchasing habits of the consumers while considering the number of criteria, including preference, age, and gender. The results offered significant information for reaching the conclusion and extracting some recommendations based upon the conclusion.

OPTIMIZING CARTON PRODUCT DELIVERY BY SOLVING TRAVELLING SALESMAN PROBLEM AT PACKAGING COMPANIES

Optimization of delivery routes is one form of increasing business productivity to achieve the company's main goal of distributing each product to customers. The Traveling Salesman Problem (TSP) is a combinatorial optimization problem where a salesman goes on a distribution journey that starts from the depot, then visits all customers exactly once, and ends with returning to the depot. This study aims to optimize the distribution route of carton products for packaging companies using the TSP model. The research methodology includes observation, interviews, and document studies to understand the distribution process of carton products at packaging companies. To complete the TSP model, Branch and Bound (BB) and Nearest Neighbor (NN) methods are applied to find the best solution for determining the distribution route of carton products. The way the BB method works is by utilizing branch cuts and boundaries to reduce search space and speed up the resolution process. In the NN method, the nearest point is chosen to get the shortest route distance. Research findings show that the use of the BB method results in a mileage difference from the initial route of 125 km (53% more efficient) and a fuel cost difference of 121,231 IDR (45% cheaper). Meanwhile, the NN method results in a mileage difference from the initial route of 115 km (48.94%) and a fuel cost difference of 109,901 IDR (41.27%). So, the method that produces the best solution is the BB method. The limitations of this study lie in the scale of the model used and the assumptions underlying the analysis. Future research can broaden the scope of the model and consider other factors that may affect the distribution of carton products. The results of this study contribute to improving the efficiency of carton product distribution.

Analisis Pengaruh Selfie Marketing Value Co-Creation, Kepuasan Pelanggan Terhadap Peningkatan Brand Image

Brand image is very important to increase sales of micro, small, and medium enterprises (MSMEs). By satisfying consumers, companies will make them loyal to the product. A deep understanding of the market and its behavior will facilitate efforts to satisfy consumers, because marketers will have insight into consumer buying interest in a product and their perception of the company's products compared to competitors' products. In addition, marketers want customers to be loyal to the company's products, so they will also try to understand other factors that influence the decision to buy or repurchase. The problem at UD. Parna Ulos, sales are decreasing. To handle this problem, this study aims to examine how the variables of selfie marketing (X1), Value co-creation (X2), Customer satisfaction (Z), and increasing brand image (Y) influence each other. This study uses questionnaires and interviews as tools to collect data, and uses the Structural Equation Modeling (SEM) data processing method with the Partial Least Square (PLS) approach and the assistance of Statistical and Service Solution (SPSS) software. This study is expected to produce a structural model and be able to identify the influence on the proposed hypothesis.

Ceramic Heads With 12/14 Titanium Sleeves Used on Manufacturer-Non-Compatible Retained Femoral Components Do Not Lead to Implant Failure in Revision Hip Arthroplasty

BackgroundCeramic femoral heads with titanium sleeves are commonly used in revision total hip arthroplasty (rTHA). Companies advise against combination with a retained femoral component from another manufacturer. However, no data are available. The aim of this study was to evaluate and compare the implant failure and revision rates of ceramic heads with a 12/14 titanium sleeve used on manufacturer-compatible versus noncompatible retained femoral components. MethodsA retrospective single-center cohort analysis was performed using a prospectively maintained institutional arthroplasty registry. We identified 439 patients who received a titanium 12/14 ceramic head during rTHA between January 1, 2007, and December 31, 2022. There were 229 manufacturer-compatible and 210 manufacturer-noncompatible retained femoral stems, according to the company's official product compatibility list. Implant failure and rerevision rates were evaluated. ResultsAfter a median follow-up of 6.6 years (IQR (interquartile range): 4.5 to 9.3), there was no significant difference (P = 0.770) in the rerevision rate between the manufacturer-compatible group (17.0%) and the noncompatible group (18.1%). Revision-free survival after rTHA was 81.2% in the manufacturer-compatible group and 78.9% in the manufacturer-noncompatible group after 15 years (P = 0.653). Most rerevisions occurred in the first year after rTHA, with 29 of 229 (12.7%) in the manufacturer-compatible group and 24 of 210 (11.4%) in the manufacturer-noncompatible group (P = 0.705). We observed only one implant failure in the manufacturer-noncompatible group, but this was not related to a mismatch problem. ConclusionsAlthough legal uncertainties remain, this study showed no increased risk of implant failure or revision rates when a ceramic femoral head, with a 12/14 titanium sleeve, was used on a noncompatible femoral stem from a manufacturer.

Stock exchange operations as a tool for increase in the level of economic security of the enterprise

The problem of increasing the level of economic security of the enterprise is relevant for enterprises in market conditions of business, which are characterized by a high level of instability. However, in today's conditions of increased instability and increased threats, it is necessary to further deepen the study of the problem in order to find new effective tools for increasing the level of economic security of the enterprise. Exchange transactions are among such instruments. The main components of economic security, which can be positively affected by stock exchange operations, are financial, marketing and production. Prospects for the use of stock exchange operations to increase the level of financial security of the enterprise: operations on the commodity exchange, the purpose of which may be the purchase of production stocks and the sale of products of own production, will allow forecasting the level of expenses and the level of income both by cost and by the time of formation, which has a positive effect on the effectiveness of cash flow management, accordingly, has a positive effect on the level of solvency of the enterprise; operations on the stock market allow you to effectively attract financial resources to ensure the operation of the enterprise, and can also be used for the placement of equity securities of the enterprise and the effective search for co-owners; operations with futures and option contracts with a sufficient level of professional knowledge of the company's specialists will allow to provide the company with production resources and sell the company's products on the most favorable terms. The impact of stock exchange operations on marketing security: the stock market is an effective source of sales of products, within which it is possible to enter into contracts for future supply with a clearly established price level and terms of performance; due to the concentration of potential counterparties, it is possible to increase the volume of sales of the company's products; thanks to the desire to reach the level of the exchange standard, the tendency to increase the quality of products and their competitiveness is ensured; from the point of view of brand development, exchange transactions can have a negative impact, because during exchange trading, depersonalization of products and counterparties and maximum standardization are characteristic. The impact of stock exchange operations on production safety: an increase in the level of product quality to the level of the stock exchange standard, uninterrupted provision of the production process with raw materials and materials, thanks to which downtime can be reduced, the rhythm of production increased and the level of utilization of the production capacity of the enterprise. Therefore, the positive impact of stock exchange operations on the vast majority of functional components of the enterprise's economic security allows to increase its level and achieve the fulfillment of tasks related to increasing the level of competitiveness of the enterprise and ensuring the stability of business conditions.

A STUDY ON THE REGIONAL MARKET POSITIONING OF BZ RESTAURANT CHAIN COMPANIES: A CASE STUDY OF CHENGDU

BZ Catering Chain Company is a large catering service company that operates authentic Sichuan hotpot. Its headquarters are located in Chengdu. The company’s Dalongyi Hot Pot launched its legendary journey in Yulin, Chengdu in 2013. This paper primarily examines the regional market positioning of BZ Catering Chain Company in the Chengdu market, as well as the upcoming launches of new products. This paper concentrates on the various aspects that BZ Catering Chain Company should take into account, ranging from conducting market research to determining its regional market positioning, and exploring strategies to increase consumer preference for the company's products. Furthermore, it examines the factors that will affect consumers' willingness to buy. This paper examines the BZ restaurant chain's product positioning from the perspective of consumer purchasing behavior. Based on a combination of empirical analysis and marketing environment analysis, BZ Catering Chain Company should position its products mid-to-high-end, focus on product quality, and use price competition as a marketing tool at specific times and in specific regions. After securing initial profits, it should leverage the advantages of high quality and low price to quickly penetrate the market.

The Influence of Green Products on Green Repurchase Intention Through Green Advertising

Starbucks as a coffee shop retail company implements green products by launching several initiatives to reduce the environmental impact by using tumblrs and straws made of paper as well as carrying out green advertising.to increase public awareness of caring for environmental sustainability. This research aims to analyze the influence of green products on green repurchase intention through green advertising. The number of samples used was 100 people. The research method used is quantitative. The data analysis techniques used in this research are Validity Test, Reliability Test, Classical Assumption Test, Path Analysis, Sobel Test and VAF Test. From the research results it can be seen that green products have a positive and significant effect on repurchase intention, green products have a positive and significant effect on green advertising, green advertising has a positive and significant effect on repurchase intention and green advertising is able to mediate the influence of green products on repurchase intention. The results of this research can contribute to Starbucks Badung Regency by providing environmentally friendly information or logos on each product offered to consumers. In making advertisements, always add environmentally friendly elements, offering environmentally friendly products of good quality.