Target Market Research Articles

Social Media Marketing Strategy Through Instagram At Hotel Santika Bengkulu

The development of marketing through social media is increasing rapidly and has become a trend and necessity in the present. Hotel Santika Bengkulu uses social media marketing as the main means to interact, communicate, promote products & services and build brand image to its target consumers. This study aims to determine the application of social media marketing strategies Instagram by analyzing 4 indicators of social media influence as a marketing method and to find out whether the strategy is running well and meets the objectives. The research method is descriptive qualitative approach uses theoretical studies, observations, interview and questionnaires whose results are analyzed by triangulation method. The study results revealed that Hotel Santika Bengkulu has carried out social media marketing activities to a general audience where in Context all the criteria have been carried out and running well, it needs to be improved in the aspects of strategic planning and action plans. In Communication, it has been done, only efforts need to be made to maximize the features on Instagram. In the Collaboration, the efforts made are on track to increase collaboration from followers. In Connection, it is necessary to increase the frequency and uploads concept that are more appealing to improve relationships with users and followers. From the achievement of the objectives of implementing Instagram for specific consumers, it focuses more on brand awareness aspects and still needs improvement in the aspects of engagement, customer service and lead generation .

Strategi Pemasaran untuk Meningkatkan Daya Saing Coffeeshop: Studi Kasus 110 Degreecafe

The research results show that the marketing strategy implemented has had a positive impact on the competitiveness of 110 degree café. Proper market segmentation, followed by product offerings that suit customer preferences, has increased customer loyalty. Strong brand positioning has differentiated 110 degree café from its competitors, while creative promotional efforts have attracted the attention of the target market. In addition, the use of social media as a communication and promotional tool has expanded reach and increased brand awareness. This research aims to analyze the effectiveness of the marketing strategy implemented by 110 Degree Café in Seturan Yogyakarta. Through a case study approach, primary data is collected through interviews with management and direct observation, while secondary data is obtained from related literature and information from the industry. Analysis is carried out through a theoretical framework involving marketing concepts, such as market segmentation, brand positioning, promotions, and social media marketing. This research makes an important contribution to the understanding of the importance of effective marketing strategies in increasing the competitiveness of coffee shops. Practical implications of this research include recommendations for improving marketing strategies, including increased focus on deeper market segmentation, product innovation, and more efficient use of social media.

Exploring the Possibilities of Omani Landscapes as Venues for International Fashion Events

Purpose: The purpose of the study was to analyse the potential of promoting international fashion events in Oman and to analyse how the use of Omani landscapes as venues can encourage international fashion events. Design/methodology/approach: The study used a mixed-method approach to gather data. Interview with seven experts from the tourism and fashion background was conducted to get their views on the possibility of Oman’s Natural Landscape as an International Fashion venue. Additionally, an online survey was used to collect the data from the youth aged between 18 and 41, to get their perspective. The participants were generally students and academics related to fashion education. Non-probability purposive sampling technique was used in the study. Findings: The overall results show that although Oman’s unique landscape has the potential to host international fashion events, there is still a lack of knowledge on the economic significance of the fashion industry as a whole and international fashion events in particular. Additionally, it was found that there is a need for Government attention and planning to promote and develop interest in international fashion events. Research limitations/implications: This study proved that Oman can expand its target market for tourism through hosting international fashion events. Oman is promoted as a niche destination rich in culture and landscape and fashion-induced tourism could be Oman’s future trend. Social Implications: This study brought out the anticipated challenges and opportunities to support planning and bidding for international fashion events, and with proper research and planning it could be overcome but also leave a mark in standards of tourism and fashion. Originality / Value: Since this is a relatively new concept, this study would be the blueprint for different stakeholders who share an interest in showcasing the Sultanate as a fashion tourism destination. Keywords: Omani Landscapes, Fashion Tourism, Event Management, International Fashion Events, Tourism in Oman.

How Subjective Socioeconomic Status Influences Pro-Environmental Behavior: The Mediating Role of Sense of Control and Life History Strategy.

Understanding the psychological drivers of pro-environmental behavior across different socioeconomic statuses (SESs) is crucial for effectively addressing environmental challenges. To assist businesses and management departments in adequately identifying the psychological characteristics of target consumer groups from different SES backgrounds, our research manipulated subjective SES through three experimental studies to investigate the influence of subjective SES on pro-environmental behavior. Studies 1 and 2 adopted online experiments to examine the influence of subjective SES on pro-environmental behavior within the private sphere and the public sphere. Subsequently, Study 3 further investigated the psychological mechanisms through which subjective SES influences pro-environmental behavior. These results indicated that individuals from high SES backgrounds exhibit a greater propensity for green consumption behavior and contribute more financially to environmental organizations than those from low SES backgrounds. In addition, these studies further elucidated that the sense of control and life history strategy sequentially mediate the relationship. These findings provide empirical evidence for understanding whether and how subjective SES influences pro-environmental behavior, and enriching the theoretical framework of the relationship between subjective SES on pro-environmental behavior.

Analisis Pasar Pembangunan Apartemen Mahasiswa Institut Teknologi Sumatera

The more rapid development of the Sumatra Institute of Technology will have an impact on the demand for student housing needs. The residential rental business in the form of rented houses and boarding houses is increasing. However, there are no rental housing for students with the concept of apartments around the Sumatra Institute of Technology built by developers. Even though the target market is clear, namely students, it is necessary to do a detailed market analysis. This study aims to analyze the market for student apartment development around the Sumatra Institute of Technology. The research method used is qualitative with descriptive analysis techniques. Data on aspects of market analysis were explored through website searches, literature studies, interviews, questionnaires, site surveys and documentation. This study found that from the market analysis aspects that have been analyzed, the Sumatra Institute of Technology student apartments have the potential to be built.

Evaluating and classifying market alternatives using the CAPMA technique to assess potential export volume: an application for Turkey’s fig exports

PurposeAppropriate target market selection and classification are complex, time-consuming, and strategically important management decisions. The current study proposes and implements a new systematic approach that evaluates and ranks alternative markets’ potential to increase the export volume of Turkey’s fig exports.Design/methodology/approachThe classification approach of potential market alternatives (CAPMA) method, which was developed to evaluate, compare, and classify alternative markets according to their potential, was used in this study. CAPMA, an objective decision-making technique, is based on calculating the classification coefficient and classifying the alternatives into four dimensions, taking this coefficient into consideration. In the current study, 25 alternative markets were analysed on the basis of four evaluation criteria and classified into four dimensions according to their potential to increase export volume.FindingsAccording to the application results, alternative markets with the greatest potential to increase export volume were identified as the United States of America (USA), Netherlands, China, and Spain. The USA has the greatest potential for expansion of export volume. By implementing correct and effective marketing strategies, fig export volume has the potential to reach very high levels.Originality/valueThe study’s results on alternative markets for fig exports were categorized, countries with greater potential to increase export volume were identified, and findings that could contribute to the development of the sector were obtained. The approach proposed in the current research can be used to determine the target market of many other products, especially agricultural products, whose production is concentrated within a specific geography.

UI/UX Design of Vendor Ordering Information System Using Design Thinking Method : Case Study CV. MOVED4

Moved4 is an event organiser (EO) service that aims to help people across Jakarta organise events such as weddings, graduations, concerts, and seminars. They use marketing methods that are done manually, such as distributing brochures and broadcast messages. Moved4's target market is business owners aged 18-55 who need EO assistance to organise their events. The main focus in user interface (UI) and user experience (UX) design is user comfort. This is achieved through a design thinking approach consisting of four phases: empathise, define, ideate, prototype and test. MOVED4's UI/UX design received a SUS (System Convenience Scale) score of 79.25%, which indicates a high level of excellence. This indicates that users find it comfortable and easy to use the dashboard, which is crucial for successful technology adoption among target users.

Penyuluhan Terkait Pentingnya Komunikasi Branding dan Strategi Promosi Untuk Meningkatkan Pelanggan Usaha Mikro Kecil Menengah

With the advancement of technology, competition in the mid-to-low-end business sector has intensified. Both large businesses and Micro, Small and Medium Enterprises (MSMEs) are facing challenges and obstacles. On the other hand, MSMEs will have greater opportunities to market their products due to advances in information technology. When starting a business, branding communication is very important. Each individual has a different brand image. By using the right promotional strategy, effective branding communication can provide consumers with the opportunity to recognize certain goods and services, evaluate their quality, reduce purchase risks, and get different experiences and satisfaction. Every business field must have a strategy to increase sales. The right promotional strategy can communicate branding well. To achieve goals, every business sector needs a promotional strategy, especially for micro, small and medium enterprises (MSMEs). Promotion planning is carried out to improve services and sales by introducing products to potential customers and improving services by focusing on online-based promotions by utilizing social media and marketing through the marketplace. In a startup business, where the business has just started and continues to grow, business actors are considered necessary to continue to develop products and find the right target market. The purpose of this Community Service activity is to provide an assessment of branding and promotional communication strategies to increase customers for this startup business.

Cultivating consumer resilience: understanding and navigating adolescents’ responses to intrusive advertising

Purpose The purpose of this study is to show that as technologies expand the personalization capabilities of advertisers and that intrusive ad formats online and in mobile contexts raise privacy and control concerns, this emerging area requires better understanding. Design/methodology/approach The model tests antecedents and outcomes of advertising intrusion based on surveys of 170 respondents and structural equation modeling. Personalized mobile ads, privacy concerns and perceived vulnerability heighten intrusion, leading to resistance behaviors like avoiding ads and negative brand attitudes. Findings The findings offer several practical implications for marketers targeting youth to balance relevance with transparency in personalized communications to avoid irritation that damages brand perceptions and relationships. The authors believe the article contributes uniquely to the literature at the intersection of interactive marketing technologies, privacy concerns and adolescent consumers – an impactful yet understudied demographic. The rigorous methodology also advances knowledge of advertising intrusion phenomena. Research limitations/implications As with all research, it is important to recognize the limitations of this work that can be taken advantage of in future avenues of research. Firstly, the authors did not consider demographic variables, such as gender, and psychographic variables (lifestyle, personality, etc.), as factors that may influence advertising intrusiveness. Secondly, the authors limited the consequences of intrusion to the variable resistance over time, since several consequences can be studied in this context. Further investigations may remedy those limitations by integrating additional variables into the models, as well as resistance proxies. Besides, a new path for research would consider a breakdown of the age range of teenagers, i.e. the beginning, the middle and the late teenage years. Practical implications The discoveries from this study have significant implications for marketers and organization. The authors therefore recommend that companies commit to creating value through personalization and implement techniques to reduce consumers’ privacy concerns “personalizing mobile advertising involves several important aspects including choosing the right target market, sending users relevant and wanted information and creating personalized advertising contents” (Wang et al., 2019). One way forward, in an environment that will be even more connected in the future, is for companies to request only the data that is relevant and necessary for the smooth running of their business and to integrate privacy practices into their operations. Originality/value This research can contribute to the development of a theory on the role of advertising intrusion in shaping adolescent behavior. The research model has enabled us to deduce the impact of personalization on the perception of an advertising intrusion, providing us with information on the importance of elements provided by the company, such as the importance of the characteristics and beliefs of the adolescent consumer, i.e. perceived privacy concerns and risks, in deciding whether or not to participate in personalization. The conclusions of the study therefore highlight the need for companies to adapt their marketing strategy to remain consistent with new expectations, i.e. to conceive personalization and privacy as two consubstantial issues.

Pandemic‐induced uncertainty and tourism demand: Evidence on the moderator effect of democratic institutions

AbstractThis paper explores the mitigating effect of democratic institutions in the nexus of tourism and pandemic‐induced uncertainty in 24 Organisation for Economic Co‐operation and Development (OECD) countries. Utilizing dynamic panel data analysis in the modeling process, the findings reveal that increased pandemic‐related uncertainty in the target market negatively affects the tourism demand. However, the presence of democratic institutions in the destination country positively affects the tourism demand. Finally, democratic institutions help mitigate the negative effects of pandemic uncertainty on tourism demand. The research highlights that a democratic destination can provide a more favorable environment for tourism development amid pandemic uncertainty.

Research on Consumption Characteristics and Marketing Strategy of Micro-short Drama from the Perspective of Self-Determination Theory

Purpose - With the integration of science, technology, and culture, micro-dramas have emerged as a new driving force in advancing China’s short video industry. The purpose of this study is to deeply understand and analyze the characteristics of consumer consumption behavior to provide a theoretical perspective for the marketing strategy of microdrama. Design/Methodology/Approach - Based on the internal motivation of consumers and the characteristics of the micro-drama industry, a comprehensive analysis framework is constructed based on the three core dimensions of “autonomy, ability and belonging” in the self-determination theory (SDT). Through literature review, case analysis, and other methods, the consumption characteristics of micro-dramas are systematically examined. Subsequently, targeted marketing strategies are proposed accordingly. Findings - The study shows that consumers show diversified motives and demands in the consumption of short dramas, among which the pursuit of autonomy, the sense of ability and the construction of belonging become the key factors affecting consumers’ decision-making. Based on these findings, this study further refines the consumption characteristics of microdramas and reveals the intrinsic link between them and marketing strategies. Research Implications - This study enriches the theoretical research in the field of drama marketing. Through indepth understanding of the consumption characteristics of consumers, enterprises can more accurately locate the target market and formulate more effective marketing strategies, so as to promote the sustainable and healthy development of the drama industry.

Features and Perspectives of the Market of Information and Communication Technologies’ Functioning in Data-Driven Society

The article is intended to define the conceptual prospects for the development of the information and communication technologies market in a data-driven society. According to the results of the study, it was established that the implementation of innovative technological startups for the reorganization of information and communication networks using modern switching equipment, characterized by high performance, remains a relevant and global task for the development of the target market. This will provide potential opportunities for providing a high level of service to several numbering zones at once and maintaining the availability of a wide range of information and communication services in the modern conditions of digitalization of society. It was determined that the sphere of communication and information occupies an important place in the economic and social revival of Ukraine. Broad access to significant amounts of information and database management ensures the efficiency of organization and management of state, production and non-production processes of economic activity, thereby expanding the possibilities of successful business, optimizing costs and ensuring a high level of economic and information security of the business entities. The information and telecommunications market were analyzed and the activity of participating operators was diagnosed. It has been studied that in a data-driven society, the success of achieving goals in the digital development of information and communication enterprises directly depends on global information influence. A significant reduction in the number of telecommunications operators and providers was analyzed. It was determined that small operators of the target market are not able to ensure the appropriate level of quality, availability and continuity of service, in connection with which a significant part of the target audience switches to the services of large providers. Based on the analysis of the main indicators of the development of the information and communication technologies market, the main promising directions of development based on the formation of income from a diverse pool of services are determined.

Quality control of garment product using DMAIC Six Sigma

Quality control is intended to ensure that the products are in accordance with the predefined standards. PT. XYZ is a garment company that manufactures products with global target market. Hence, product quality assurance becomes an important issue for PT. XYZ. This research focuses on the Just Brand-MCJA216142 jacket product at the sewing work station on line-4 of PT. XYZ. Preliminary observations show that the number of reworked-products was experiencing an increasing trend. This study aims to determine whether the company has carried out quality control properly. Specifically, the research objectives are to identify the type and level of product defects, identify the factors causing product defects, and provide proper improvement suggestions to reduce the occurrence of product defects. This study applied DMAIC (Define–Measure–Analyze–Improve–Control) Six Sigma concept. The results showed that the quality of the Just Brand-MCJA216142 jacket product has exceeded the Indonesian industry average and is classified as the USA industry average. However, quality improvement is still needed since the products are targeted for the export market. Based on Pareto diagram at the Analyze stage, it was found that the most dominant defects occurred in the Just Brand-MCJA216142 jacket production process were broken threads and puckering. The frequency of occurrence for these two types of defect reaches 23% of the total 16 types of defects. The defects were caused by human, machine, material, method, and environmental factors. Recommendations for improvement at the Improve stage are based on root cause analysis of each causative factor that is identified using a fishbone diagram. This research results strengthen the previous related researches regarding the effectivity of DMAIC Six Sigma for analyzing quality control of products.

FINANCIAL ASPECTS OF DIGITAL MARKETING ECOSYSTEMS FORMATION IN THE SPHERE OF INFORMATION AND COMMUNICATION TECHNOLOGIES

The main purpose, presented in this article is to investigate and identify the key financial aspects and problematic issues of digital marketing ecosystems' formation in the sphere of information and communication technologies.Taking into account structural market transformations, it has been defined that the marketing ecosystem is a digital platform where the consumer can purchase goods and financial services from different manufacturers, enhancing the effect of their simultaneous use. It is justified that on the basis of mutually effective functioning, the ecosystem gathers, researches and obtains information, financial services, e-commerce services, public services, and social interaction. In the structure of the ecosystem, it is worth highlighting that financial and socio-economical services are the most important components of the digital ecosystem, as the urgency of their use requires flexibility from the point of view of defining financial services as a crucial indicator in the medium and long run for the full strategic development of ICT enterprises by direct obtaining of financial and other licenses, which exists on the current market environment.It is determined that the main goal of the digital marketing ecosystem formation is to provide financial services to clients in real-time, and also the development of a client-centric approach not only to attract the target audience with various services, but also to attract them to purchase products and receive services within the digital ecosystem and, as a result, to extend the duration of the target audience's stay in the ecosystem due to focusing attention on his needs, increasing his loyalty and providing the potential consumer with favourable conditions for using a complex of digital products and financial services. It was defined that to solve the issue of increasing the profitability level of ICT enterprises should be a comprehensive promotion of the digital marketing ecosystem's development by the participants of the target market.

The Impact of Fast-Food Video Advertisements Through The Eyes of Young Creative Industry Practitioners

Video advertising has become a crucial marketing strategy for fast-food restaurants. While previous studies have identified factors influencing video advertisement effectiveness, these factors have yet to be investigated in light of current market preferences. In bridging this gap, it is crucial to consider the perspectives of young industry creative practitioners, who, with their dual roles as professionals and members of the target market, offer fresh insights into the factors influencing video advertisement effectiveness in alignment. Therefore, this study was conducted to investigate the fast-food video advertisements effectiveness in today’s market, specifically through the eyes of young creative industry practitioners. This study examines the effectiveness of fast-food video advertisements, focusing on content engagement, emotional arousal, information trustworthiness, and visual characteristics. Informant interview was utilized in the study, with data saturation achieved after collected insights from six interviewees who fulfilled the sampling criteria. The collected data underwent analysis using NVivo, involving coding and thematic analysis. The findings have substantiated strong relationships between visual attractiveness, content engagement, and the fast-food video advertisements effectiveness. However, it was determined that emotional arousal and information trustworthiness do not have a significant relationship with the fast-food advertisements effectiveness. Overall, this study contributes valuable insights for advertising agencies and offers a theoretical enhancement to existing models. Keywords: Fast-food restaurants, video advertisement, young creative industry practitioners, advertising effectiveness, advertisement content.

무인 밀키트 판매점의 선택속성이 관계의 질과 행동의도에 미치는 영향

This study used 363 questionnaires for statistical analysis from December 1 to 20, 2023 targeting consumers who used meal kit stores. As a result of the analysis, first, brand, safety, quality, and price, which are optional attributes of unmanned meal kit stores, had a positive effect on satisfaction. Second, quality and price, which are optional attributes of unmanned meal kit stores, had a positive effect on trust. Third, brand, quality, design, and price, which are optional attributes of unmanned meal kit stores, had a positive effect on repurchase intention. Fourth, safety and price, which are optional attributes of unmanned meal kit stores, had a positive effect on recommendation intention. Fifth, satisfaction and trust, the quality of relationships, had a positive effect on repurchase intention. Sixth, satisfaction and trust had a positive effect on recommendation intention. Therefore, companies need to build an unmanned automation system with enhanced safety in consideration of factors related to the purchase behavior of consumers who purchase meal kits, and it can help establish product directions and marketing strategies to improve meal kit standards to provide some implications.

Research on Moutai Cross-border Product Marketing Optimization Strategies: Taking Moutai Ice Cream as an Example

Purpose - On May 19, 2022, Moutai and Mengniu reached a strategic cooperation, announced the opening of the country’s first Moutai ice cream flagship store, and launched Moutai ice cream in various flavors including original, vanilla and other flavors, achieving growth against the trend. Moutai has entered the high-end ice cream market by engaging in strategic collaborations with Mengniu. However, in the marketing process, since Moutai ice cream is not a traditional alcoholic product, Moutai needs to explore new marketing methods. Design/Methodology/Approach - This article utilizes the 4P theory as a framework to elucidate the present status of Moutai ice cream products, encompassing pricing, distribution channels, and promotional strategies. Secondly, it highlights the issues and underlying reasons in the marketing of the Moutai ice cream brand. Finally, specific countermeasures and suggestions were proposed regarding brand value, brand culture, cross-border channels, and communication methods. Findings - Summarizes the existing problems such as product cross-border impact on brand value, the launch of new products that fails to continue the image of Moutai, the limitations of radiating target consumer groups, and the lack of interaction between Moutai ice cream and consumers, etc., and puts forward specific issues. Countermeasure suggestions. Research Implications - The research in this article has enhanced the cross-border marketing capabilities of Moutai ice cream, which is significant for improving the sales level and brand influence of Moutai ice cream. It also provides reference and guidance for other companies in the industry regarding their brand’s cross-border strategies.

Peran Strategi Pemasaran Dalam Meningkatkan Omzet Penjualan Nymaz Hijab Kecamatan Ngasem Kabupaten Kediri

This study aims to examine the role of marketing strategies in increasing the sales turnover of Nymaz Hijab products in Ngasem District, Kediri Regency. This research uses a qualitative method using primary data obtained from interviews and direct observation with the owner, employees, and consumers of Nymaz Hijab. Secondary data used is information from the internet and Nymaz Hijab's social media accounts. The results showed that Nymaz Hijab uses marketing strategies which include attention to product quality, always updating products, determining prices based on product prices from the center by considering other costs, and active promotion through social media such as Instagram, WhatsApp, and TikTok. However, Nymaz Hijab needs to pay attention to market selection to determine its target market. With the marketing strategy carried out, Nymaz Hijab succeeded in increasing sales turnover from IDR 278,050,000 in 2022 to IDR 289,950,000 in 2023. In addition, business owners also sometimes hold product sales to attract consumer interest. Thus, an optimized marketing strategy can make a significant contribution in increasing the company's sales turnover.

Pengaruh Konten Instagram Wensen School Indonesia Terhadap Brand Image

The Influence of Wensen School Indonesia's Instagram Content on Brand Image Andini Amelia CG191120543 The phenomenon of branding in Indonesia at this time has begun to shift, because the intended target consumer comes more from social media. The use of social media to improve brand image is considered appropriate through interaction with the audience on the content it creates. Many schools in Indonesia have used Instagram social media to create a brand image, one of which is a school called Wensen School Indonesia. Instagram is used by Wensen School Indonesia to upload photos and videos of various activities, and programs that are being run, as well as create interesting content to build a good view for followers. Therefore, the purpose of this study is to determine and analyze how much influence Instagram content has on the brand image of Wensen School Indonesia. This type of research uses quantitative descriptive method of distributing questionnaires online to Instagram followers @wensenschoolindonesia. The results of this study showed that with a sample of 100 followers, the output value of the coefficient of determination (R Square) is 0.588 or 59.3%. This shows that wensen School Indonesia's Instagram content has an influence on brand image of 59.3% while 40.7% are influenced by other factors.

Pemanfaatan Key Opinion Leader (KOL) Brand Scarlett Whitening dalam Pemasaran Digital Pada Generasi Z

In facing the rapidly developing digital era, Scarlett Whitening has succeeded in combining traditional business principles with digital marketing methods. One important approach taken is through collaboration with Key Opinion Leaders (KOL) on various social media platforms, such as Instagram and TikTok. With appropriate KOL support, Scarlett Whitening succeeded in reaching generation Z, its main target market, with a more personal approach and in line with brand needs. This research aims to analyze the use of KOL brand Scarlett whitening in Generation Z. The research was conducted using a descriptive qualitative approach. Research data comes from search results in various digital databases and literature reviews. The research results show that by utilizing Key Opinion Leaders (KOL) in digital marketing strategies, Scarlett Whitening has succeeded in aligning the use of KOLs in its digital marketing strategy, such as through collaboration with KOLs who have significant influence and reach among the younger generation. The selected KOLs are not only popular because of their large number of followers, but also the content they present is of high quality and suits the interests and needs of the target market. Scarlett Whitening's main target market is teenagers aged 15-34 years, namely Generation Z, who have a tendency to be very familiar with digital technology. With a more personal approach and in line with the needs of the target market, Scarlett Whitening has succeeded in reaching generation Z with quality content that suits the interests and needs of the target market. The content produced by KOL for Scarlett Whitening often contains product reviews, usage tutorials, and testimonials from consumers. Through this content, information about the quality, safety and effectiveness of the Scarlett Whitening brand can be conveyed in an authentic and convincing way to potential consumers.