Target Market Research Articles

Market intelligence applications leveraging a product-specific Sentence-RoBERTa model

Market intelligence, which collects and analyzes market trends and competitive landscape, is crucial for business success in the market. In particular, defining market scope is important because the market analysis outcomes vary depending on where the market boundaries are. However, this has been challenging due to the difficulty in scoping a number of similar products into the target market appropriately. To address this challenge, this study devised a novel method for acquiring reliable market intelligence utilizing the Sentence-RoBERTa (SRoBERTa) model, a pre-trained language model (PLM) specialized in computing sentence similarity. The SRoBERTa model was fine-tuned with 26,248,771 data on product relations and built a product-specific SRoBERTa model (named Pro-SRoBERTa) for effectively identifying the products that fall within the market scope. It outperformed the untrained model by up to 82.8 % on the hierarchical product categorization task. Finally, the Pro-SRoBERTa model was applied to determine the scope of the market followed by obtaining diverse market intelligence. The analysis module was successfully implemented in the market information system using a large-scale, real-world dataset.

Implementasi Sosial Media Marketing Cv.Padang Gadget Indonesia Cabang Solok Melalui Sosial Media Instagram Pada Program Akhir Tahun 2023

This research aims to identify the implementation of social media marketing on the Solok branch of CV. Padang Gadget Indonesia via social media Instagram at the end of 2023 program, both in terms of strategy, implementation, and challenges. The social media marketing strategy implemented by CV. Padang Gadget Indonesia Solok branch is to improve brand awareness, increase sales, and expand market reach. As one of the most massive sources of information, social media is a very effective and efficient marketing channel. To describe this research, researchers used the AIDDA theory. In this theory there are 5 (five) stages / social media marketing strategies, namely Attention, Interest, Desire, Decision, and Action. This research uses descriptive qualitative methods, research that produces descriptive data in the form of writing or speech, as well as the behavior of people being observed. This method is applied to describe and analyze phenomena, events, social activities, attitudes, beliefs, perceptions, thoughts of people individually and in groups. CV. Padang Gadget Indonesia Solok branch has implemented the AIDDA theory in the social media marketing strategy they implement. For each content produced for each AIDDA theory, CV. Padang Gadget Indonesia Solok branch focuses on 3 (three) important points, which are the choice of appearance/design and content that suits the target market and a consistent narrative. In the end of 2023 program, social media marketing implementation strategy of CV. Padang Gadget Indonesia Solok branch succeeded in showing positive results. This can be seen from the increase in sales and improvements in insight on social media Instagram @padanggadget_solok. Meanwhile, the obstacle faced is managing the content creation schedule. The strategies implemented are also always evaluated at the end of each month or each program. Through this strategy, CV. Padang Gadget Indonesia Solok branch is able to become the top-of-mind and remains the main choice for their target.

Entrepreneurship Training About Business Plan Fisheries In Kediri

Empowerment is an activity that provides materials and training to participants to make their lives more prosperous. The aim of this empowerment is to provide education to the community regarding businesses in the fisheries sector in urban areas. The method for this empowerment is by delivering material, questions and answers, as well as practice in filling out a draft business plan outline. The result of this empowerment is that participants gain knowledge about the things needed in a business plan, such as research, creating a company profile, determining business goals, preparing supporting documents, explaining business details, making a marketing plan, adapting to the target market, and making a feasibility analysis. business.

Tourism live streamers as brand ambassadors: investigating their impact on destination brand value through social exchange theory

Purpose This study aims to identify the key characteristics of tourism live streamers (TLSers) that influence target consumers and examine how these characteristics enhance destination brand value by stimulating consumer emotional engagement and value co-creation behaviors. Design/methodology/approach A questionnaire survey was conducted with 552 respondents who had viewed tourism live streaming in China. The data were analyzed using structural equation modeling. Findings The results revealed that TLSers’ expertise had the strongest influence on consumers and positively affected their attachment, trust, participation and citizenship behaviors and perceived destination brand value. Attractiveness and trustworthiness exerted positive but weaker effects on these variables. Originality/value This study contributes to the theoretical development of live-streaming research by demonstrating the distinct impacts of TLSer characteristics. Furthermore, this study expands the application of the social exchange theory and value co-creation in tourism research.

MODEL INDUSTRI BISNIS MEDIA MASSA PADA ERA PERKEMBANGAN ARTIFICIAL INTELLIGENCE (AI) DI INDONESIA

Abstract This study aims to contsruct a mass media bussiness industry model in the era of artificial intelligence (AI) development in Indonesia. The development of artificial inteligence technology in Indodesia, espesially in mass media industry, makes it possible to apply this technology. The object of the study in mass media bussiness industry model in AI development era is bussiness communication and the subjects are informants from mass media who apply digital in running their bussines. This study was designed as qualitative study with contsruction paradigm and case study analysis. The results of the study are 1). The bussiness industry concept of mass media “Ayo Bandung” in the era of AI development have a role as bussiness booster “Ayo Media” in an integrated solution communication bussiness with one window service concept. Ayo Bandung develops an online news and through more social media actively with news content more focus on regional news emphasizing in basic bussiness aspect, target market and creativity looking for ideas for creating regeneration 2). Mass media bussiness industry model whichis Ayo Bandung have 10 keys the era of artificial intelligence development, including Customer Segment​, Value Proposition, Channels, Customer Relationship, Revenue Streams, Key Resource, Key Activities, Key Partnership, Cost Structure dan Technology Applied

Investigating the physicochemical properties, sensory profile and consumer acceptability of beetroot dark chocolate.

The incorporation of functional food ingredients in chocolate that seek to eliminate, if not completely, most of the added sugar content, as well as the use of alternative chocolate production techniques, have gained popularity in recent years. This study aimed to incorporate red beetroot powder into dark chocolate and investigate the effect of red beetroot powder concentration and processing time in a melanger on the physicochemical properties, sensory profile and consumer acceptability of beetroot dark chocolate. The addition of red beetroot powder increased the moisture content, particle size distribution and hardness of the chocolates, while the opposite was true for processing time with no effect on the colour. Except for taste, which had an average score of 3.2 ± 1.8 on the 7-point hedonic scale, consumers scored all the other sensory attributes of the chocolates above 4.0. Among the chocolates with red beetroot powder, samples with a 15% red beetroot powder addition had a high average overall acceptability score of >5, while the 30% sample scored <4. Red beetroot powder can be used to replace sugar in dark chocolate without affecting its physicochemical properties, sensory profile or consumer acceptability. However, the target market should be considered when determining the level of red beetroot powder incorporation in terms of chocolate taste. This research has the potential to improve the overall health-promoting properties of dark chocolate by eliminating added sugar (partially or completely). It would also help to diversify beetroot utilization, allow small-scale processors to venture into chocolate production and expand the small-scale chocolate value chain. © 2024 Society of Chemical Industry.

PENGARUH KOMUNIKASI PEMASARAN, HARGA DAN KUALITAS PRODUK TERHADAP KEPUASAN KONSUMEN MELALUI KEPUTUSAN PEMBELIAN SEBAGAI VARIABEL INTERVENING (Studi Kasus Pada CV. Pacific Andre Anton di Situbondo)

Increasing business competition certainly requires the right marketing strategy, so that business can run effectively and efficiently. Offering high-quality products and communicating with consumers appropriately are two examples of consumer behavior in the target market that business people must know. The purpose of this study was to analyze the effect of marketing communication, price, and product quality on consumer satisfaction through purchasing decisions. This research is explanatory research. The population in this study were consumers of CV. Pacific Andre Anton in Situbondo. The sampling technique was determined by purposive sampling. Data analysis and hypothesis testing in this study used the Structural Equation Model-Partial Least Square (PLS-SEM). The results of the direct effect hypothesis test with the Smart PLS 3.0 application, show that marketing communication has a significant effect on purchasing decisions. Price also has a significant effect on purchasing decisions, then product quality has no significant effect on purchasing decisions, marketing communication has a significant effect on customer satisfaction, price does not have a significant effect on customer satisfaction, product quality has no significant effect on customer satisfaction, and purchasing decisions have a significant effect on customer satisfaction. The results of the indirect effect hypothesis test show that the variable marketing communication on customer satisfaction through purchasing decisions has a significant positive effect, price on customer satisfaction through purchasing decisions has a positive but insignificant effect, product quality on customer satisfaction through purchasing decisions has a negative but insignificant effect.

Evaluation of Determining the Best Product Promotion Media Decisions for MSMEs with ROC Ranking Technique and SAW Ranking Method

Micro, Small, and Medium Enterprises (MSMEs) face challenges in determining effective promotional media to increase sales of their products. This research aims to evaluate and determine the best promotional media for MSMEs using the ROC (Rank Order Centroid) ranking technique and the SAW (Simple Additive Weighting) method. The criteria used include Advertising Costs, Target Market, Promotion Time, and Brand Image. Based on the calculation of criteria weights with the ROC technique and evaluation of alternatives with the SAW method, Social Media was found to be the best promotional media, followed by Search Engines and Product Collaboration. Social Media has advantages in low cost, wide target market reach, and promotional flexibility and effectiveness. Search Engines and Product Collaboration also showed good results in reaching the target market and promotional flexibility. In contrast, Print Media ranked the lowest due to limited reach and high costs. This research provides guidance for MSMEs in choosing the right promotional media and optimizing resources for maximum promotional results.

ANALYSIS OF SEGMENTATION AND TARGETING OF JEANS IN JAKARTA

Jeans are a significant part of the global apparel industry, with a vast market. This research aims to analyze how the jeans segmentation is formed and who exactly is the target market. The population in this study were all groups who wear jeans in Jakarta. The technique used in determining the sample was purposive sampling with a total of 161 people. The type of research used in this research is descriptive research using the hierarchical procedure method to search for segmentation. This analysis aims to see whether there are significant differences between each cluster or group formed. Then, in searching for target markets, this research uses a non-hierarchical procedure method. From the results of the analysis, 2 clusters were formed where the 2nd cluster was selected as the target market. It is hoped that the results of this analysis can provide input to jeans business actors to be able to attract more potential consumers and accurately. This study employs sentiment analysis to delve into the preferences and opinions of jeans users in Jakarta, offering fresh insights for businesses to develop more effective marketing strategies and understand market trends, consumer preferences, and growth potential.

Penerapan Model Design Thinking Pada Perancangan Aplikasi Informasi Desa Wisata Kabupaten Bantul

Tourism actors in the current technological era have implemented information systems. With the rapid growth of tourist villages in Bantul Regency, there is a need for promotion and digital information delivery media. However, in developing digital media it is also necessary to pay attention to aspects of the users who are the target market. The design of the application called sidewi mobile (mobile tourist village information system) is based on user experience and needs, using the Design Thinking methodology which has five stages as follows: Empathize, Define, Ideate, Prototype, and Test. The design of the Sidewi mobile application was created using FIGMA software. This research has direct benefits, namely that it can be used as a benchmark for design needs before the development process. The results of the design are then tested using the usability testing method. Using a user friendly design approach and conducting testing using usability testing with the results of five users being able to complete the testing proves that when it was created using user experience there were no significant difficulties when used and it covered all needs.

Sustainable Thermal Comfort by Age Group in Shopping Malls: Multi-Year Winter Surveys in a Severely Cold Region

The current Chinese standard utilizes a single thermal comfort index guide to regulate indoor parameters for public buildings. However, heating, ventilation, and air conditioning (HVAC) settings often do not align with the occupant’s needs. To address this, a 2-year winter field survey was conducted in four large-scale shopping malls across severely cold regions of China, considering the complex age structure of mall visitors. Physical environmental parameters were measured, and a subjective questionnaire yielded 1464 valid responses. Neutral temperatures for different age groups were 17.4 °C for children (0–12 years of age), 19.3 °C for early youth (13–24), 20.0 °C for mature youth (25–44), and 23.3 °C for middle-aged adults (45–59). The limit of the 80% acceptable temperature range for the children and early youth was lower than the current Chinese GB 50736 standard, suggesting that HVAC temperatures for the corresponding shopping malls can be appropriately reduced for the target consumer groups. Significant differences occurred between customers’ demand for thermal environments in shopping malls and various standards. These findings provide valuable insights into energy-efficient architectural design and operational management of shopping malls in the Shenyang area, promoting the sustainable development of human thermal comfort environments.

Brand Awareness : Pt Nutrifood Indonesia

Brand awareness is an important aspect for all companies to be known by their target market. This is important to ensure brands can survive the increasingly fierce business competition. In the midst of the increasing number of healthy sachet drink brands that have emerged, each brand needs to show their differentiating side in order to be able to compete. This is what encourages PT Nutrifood to increase brand awareness, one of which is through the event sponsorship strategy. This research aims to find out how PT Nutrifood can increase brand awareness through sponsorship events. This study uses marketing communication mix theory and qualitative methodology with a descriptive case study research type. The data collection techniques used are observation, in-depth interviews, and documentation. In-depth interviews were conducted with four informants: key informants, first informants, second informants and third informants. This study shows that the marketing communication used by PT Nutrifood in increasing brand awareness by using several elements or communication mixes that are interrelated. The results of the study show that event sponsorship activities carried out by PT Nutrifood and its partners have succeeded in increasing brand awareness

MARKET SEEKING OF AMERICA IN MERSIN IN THE LATE OTTOMAN PERIOD

The capitalist economy and industrial revolution developments, dominated the world conjuncture in the 19th century, formed the political infrastructure of European states. The gradual development of production technologies with the industrial revolution caused western countries to search for markets to sell manufactured goods and raw materials to put production Technologies into practice. Commercial firms were marketing their products through intermediary firms or individuals by determining the target market they identified. They run a series of promotional campaigns to make the products or services of companies preferred by people. How these marketing techniques were used by American companies in Mersin, which was a quite new and open port to growth and demand in the late 19th and early 20th centuries, can be found in the letters of American Consulate. The knowledge about the marketing techniques applied by American companies, has been obtained from the letters of the American Consulate. The aim of the study is to reveal how the search for the market in Mersin, port city, which was open to growth in the late 19th century and early 20th century, was carried out by these numerous American companies.

Strategi Pemasaran dan Branding dalam Wirausaha Kopi Botol

This research analyzes marketing and branding strategies in bottled coffee entrepreneurship, with a case study of Hammam Thoriq Majid's Bolo Coffee business. The research objectives are to identify target markets, analyze competitive positions, develop differentiation strategies, evaluate marketing channels, design branding strategies, and provide practical recommendations for Kopi Bolo entrepreneurs. The research method used is qualitative, with data collection through literature study, interviews and observation. The research results show that effective marketing and branding strategies include understanding the target market, utilizing social media, managing relevant content, strong brand identity, measuring campaign effectiveness, and commitment to quality and innovation. Competitor analysis and consumer interest surveys also provide valuable insights for designing strategies relevant to market preferences. This research provides an academic contribution in developing marketing and branding concepts for bottled coffee entrepreneurs, as well as a practical guide for Kopi Bolo and similar businesses in facing dynamic competition.

Study of Herbal Product Sales form A Digital Marketing Perspective (Case Study of PT Ebliethos Digital Indonesia)

Currently, selling herbal products has become an alternative for the public due to their low price, known efficacious compositions, and availability in several marketplaces without needing a doctor's prescription. This research aims to explain the digital marketing mechanism for selling herbal products at PT Ebliethos Digital Indonesia. The study was conducted to understand the impact of digital marketing on sales of herbal products at PT Ebliethos Digital Indonesia. The research method used in this case study is descriptive qualitative, describing the discussion based on the problem formulation in research, drawing from scientific studies sourced from company data, books, journals, and other scientific media. The research results indicate that digital marketing is the best alternative for companies; it helps reach a broader target market, ensures safer product sales, and reduces expenses and operational costs. This safety and cost-effectiveness of digital marketing in selling herbal products positively impacts the company, leading to an increase in turnover from year to year

Pemberdayaan Masyarakat Melalui Sistem Pemasaran Warkop Kopi Kampus (KOKAM) di Universitas Muhammadiyah Parepare

The purpose of this service is to find out how and how much influence the use of the management control system (SPM) and marketing strategies implemented at the Campus Coffee Shop has to improve quality so that it can survive in the competition of similar coffee shop businesses. Marketing development strategy for campus coffee shops (KOKAM). Several approaches that can help coffee shops around campus increase their attractiveness and business success include understanding the target market, strong branding, menu variations, special promotions for students, collaboration with student organizations, a comfortable and instagrammable atmosphere, promotions on Social Media. Conclusion Warkop campus coffee (KOKAM) is growing and attracting more customers, prioritizing the quality of the products sold, warkop is a comfortable place with affordable coffee prices with the aroma and taste of coffee being the main attraction, by creating a variety of different coffee flavors, take advantage of social media platforms to introducing warkop.

Direct search or remote search? Export market expansion path for firms in underdeveloped areas - evidence from the five cities of the Hexi Corridor, China

ABSTRACT The expansion of firms’ export markets is crucial for their own growth and local economic growth. Studies suggest two market expansion modes: direct search and remote search. However, research often overlooks underdeveloped areas and the influence of firm heterogeneity. Using data from China Customs Database and CEPII Database, this article investigates the export market expansion patterns of firms in underdeveloped regions. The study focuses on five specific cities in the Hexi Corridor, a representative underdeveloped region in western China. The results show that firms in underdeveloped areas mainly follow the remote search path during their export market expansion. The likelihood of success in entering new target markets is significantly influenced by the similarity between the target market and their existing markets, while the geographical distance between trade partners has little effect. Additionally, there are significant differences in the market expansion path of different types of firms. Private-owned enterprises demonstrated a greater reliance on the remote search mode than state-owned enterprises, collective-owned enterprises and Sino-foreign joint ventures. It may stem from their limited ability to access resources and policy support.

PEER TO PEER LENDING : GENERATION Z ATTRACTION FACTORS AND FUTURE IMPLICATIONS

This study is about the factors of behavioral intention to borrow from the perspective of Generation Z toward peer-to-peer lending. This study applied primary data by collecting surveys distributed to Gen Z on Java Island. The sample used was 44 male respondents and 110 female respondents. Factors that influence borrowing intention were tested with SEM PLS 4.0. The research shows that the variables of utilitarian value, risk perception, and financial literacy are significant to the behavioral intention of Peer To Peer Lending. In addition, the findings show that the variables of convenience and safety do not determine behavioral intention in Peer To Peer Lending. This research also explores how financial technology, such as peer-to-peer lending, can facilitate Generation Z's access to finance. The implications of this research highlight the importance of financial knowledge and planning for Gen Z for its future. These findings provide insights for fintech companies to design products and services that suit Generation Z's specific preferences and needs. The target market for peer-to-peer lending companies needs to be adjusted in their marketing strategies.

Research on the Impact of Social Media on Luxury Consumer Behavior

A luxury brand needs to decide based on its own positioning whether to retail only on its official website to maintain brand tonality, or to sell some or all of its products on aggregated platforms like Farfetch. We can analyze this from the perspective of "Place" within the 4P framework. In the past, people generally believed that they would not purchase expensive items online, preferring instead to enjoy personalized customer service and tactile shopping experiences in physical stores. However, this perception has shifted in recent years. While e-commerce only accounts for 4% of luxury sales, it represents just one aspect of digital opportunities. This paper depicted that brands need to weigh the pros and cons based on their own positioning, target consumers, and market strategies to choose the most suitable sales channel. Whether retailing only on the official website or selling on aggregated platforms, brands must ensure a quality shopping experience while maintaining their uniqueness and tonality.

Research on Translation Strategies for Games Localization: A Case Study of League of Legends

With the rapid development of the digital technology, more and more e-sports games are accepted and recognized by the public. There are many games imported from abroad in Chinese gaming market. In addition to their super-excellent quality, what is more important is that they have achieved successful game localization after entering China. The most crucial aspect of game localization is translation of game texts, and translators often need to choose different translation strategies for different types of game texts to meet the needs of the target market and audiences. By analyzing the translation texts of the popular game League of Legends, it can be found that comprehensively applying various translation methods to different game texts of the game, its translation quality can be improved, making it much easier for the target audience to accept it.