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Journal of Consumer Study and Applied Marketing
Published by Integrasi Sains Media
ISSN : 29881404     EISSN : 29881404     DOI : 10.58229/jcsam
Core Subject : Social,
Social Sciences
Journal of Consumer Study and Applied Marketing (JCSAM) is an academic journal in the field of business published by Integrasi Sains Media, Indonesia. This journal intends to foster and stimulate the exchange of scholarly thought on applied business research issues among professionals and academics worldwide. JCSAM welcomes articles in consumer studies, marketing, and business; both applied and theoretical. Theoretpapersicles must link theory and essential and exciting business applications. The JCSAM is published annually in January, May, and September. It only accepts and reviews manuscripts that have not been published previously (in any language) and are not being reviewed for possible publication in other journals. This journal is an open-access journal that can be of essential reading for academic researchers and business professionals. Articles may include but are not limited to consumer behavior, social media marketing, marketing strategies, supply-chain management, pricing policy, tourism management, and small-medium business.
Arjuna Subject : Bisnis, Menejemen, dan Akutansi (semua kategori) - Pemasaran
Articles 18 Documents
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The Influence Of K-Pop Artists As Brand Ambassadors On Affecting Purchasing Decisions And Brand Loyalty (A Study of Skincare Products in Indonesia Consumers In Indonesia) Bonita Pardede; Atik Aprianingsih
Journal of Consumer Studies and Applied Marketing Vol. 1 No. 1
Publisher : Integrasi Sains Media

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58229/jcsam.v1i1.35

Abstract

One of the current promotional strategies adopted by many brands in Indonesia is leveraging the K-Wave (Hallyu) phenomenon. A skincare manufacturer aims to capitalize on this opportunity by appointing the popular K-Pop girl group, Twice as their brand ambassador. The significant investment in this collaboration raises high expectations for skincare products, particularly regarding their chosen brand ambassadors' impact on purchasing decisions and brand loyalty. Hence, this research aims to examine the influence of various dimensions (visibility, credibility, attractiveness, and power) of K-Pop artist Twice on skincare product consumers' purchasing decisions and brand loyalty. Furthermore, the study aims to investigate the mediating role of customer satisfaction in the relationship between purchasing decisions and brand loyalty among cosmetics product consumers. This research employs a non-probability purposive sampling technique, with a sample size of 200 respondents aged between 15 and 34 years, encompassing all genders. The respondents must have prior experience using cosmetics products and be aware of Twice as one of the skincare brand ambassadors. The data analysis technique employed is the Structural Equation Modeling (SEM) Partial Least Squares (PLS) method. The findings indicate that the dimensions of "visibility" and "power" have a positive yet insignificant effect on purchasing decisions, while "credibility" and "attractiveness" exhibit a positive and significant impact on purchasing decisions. Additionally, the "visibility" dimension of the brand ambassador demonstrates a positive and significant influence on brand loyalty. However, the dimensions of "credibility," "attractiveness," and "power" of the brand ambassador show a positive but insignificant effect on brand loyalty. Furthermore, the results highlight the positive and significant influence of purchasing decisions on customer satisfaction, and customer satisfaction, in turn, has a positive and significant impact on brand loyalty.
Developing Marketing Strategy for Used Car Business Post Pandemic: Case Study of Mobil88 Semarang Vincent Kwan; Fitri Aprilianty
Journal of Consumer Studies and Applied Marketing Vol. 1 No. 1
Publisher : Integrasi Sains Media

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58229/jcsam.v1i1.42

Abstract

The used car industry has a fairly good market in Indonesia. 2020 the used car market collapsed due to Covid-19 but began recovering in 2021. Unfortunately, Mobil88 Semarang did not experience this sales surge, instead seeing a 42% sales loss in 2021. The main problem is the ineffectiveness of Mobil88 Semarang's marketing strategy, which results in low brand awareness and market penetration. Therefore, this research aims to develop a creative, effective, and competitive marketing strategy for developing Mobil88 Semarang. This study included external and internal analysis, which will be summarized in the SWOT analysis. This study will employ both qualitative and quantitative research methods. The qualitative approach is utilized to collect in-depth data by interviewing the head of the Mobil88 Semarang branch, existing customers, and potential customers of Mobil88 Semarang. The data obtained from qualitative methods were analyzed using open coding. In addition, a quantitative approach using a questionnaire is applied in this study to validate several concerns. Creating a buyer persona, leveraging social media platforms, and developing cashback programs are among the recommendations for Mobil88 Semarang to solve the company's main issues.
The Effects Of Fan Activity And Views On Purchase Decision In The Genshin Impact Fanwork Market: a Literature Synthesis Gabriella Callista Firsty Nathania; Fitri Aprilianty
Journal of Consumer Studies and Applied Marketing Vol. 1 No. 1
Publisher : Integrasi Sains Media

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58229/jcsam.v1i1.45

Abstract

Since the beginning of the industry, role-playing games (RPGs) have been among the most widely played game categories. As one of the worldwide top-grossing role-playing games in 2022, Genshin Impact is currently the 4th most popular game In Indonesia. With this popularity, many commercialized Genshin Impact fanworks circulated daily in the fan community, more popularly known as fandom. However, not all fanworks are accepted in the fandom and are considered "problematic works." Therefore, this research aims to know what factors support the purchase decision of Genshin Impact fanworks in Indonesia and the impact of negative factors of Genshin Impact fanworks on the purchase decision of Indonesian Genshin Impact fans. The findings of this study are expected to be of help to Genshin Impact fan workers in Indonesia.
The Implementation of the Trial Strategy in Driving Purchase Intention on Youtube Premium Yusuf Afif Ramadhan; Prawira Fajarindra Belgiawan
Journal of Consumer Studies and Applied Marketing Vol. 1 No. 1
Publisher : Integrasi Sains Media

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58229/jcsam.v1i1.46

Abstract

The entertainment business has lately seen a transformation due to the expansion of digital platforms and the increased popularity of online entertainment. The digital age has completely transformed the entertainment industry. Businesses must adapt and embrace these changes if they want to thrive. Businesses can use the trial strategy to attract new customers despite fierce competition. Users initially assume they do not need it and are prepared to pay for supplemental services for things they typically use for free. Users become uneasy when they stop receiving their benefits and realize they require these extra services. This motivates people to purchase further services voluntarily. The execution of the trial strategy and perceived quality, price, satisfaction, and value are discussed in connection to how they affect customer purchase intention. Trial strategy and perceived price are independent variables. Perceived value, satisfaction, and quality then function as mediating variables. Also, purchase intention is the dependent variable. An online survey with 336 participants was undertaken. The findings from quantitative methodologies demonstrate that trial strategy, perceived value, and satisfaction have a direct, positive, and significant impact on purchase intention. In the meanwhile, buying intention is indirectly impacted by perceived quality and price.
The Effect of Financial Contents on Social Media Towards Financial Literacy on Generation Z in Sumatra and Java Agnes Enya Angelica; Tuntun Salamatun Zen; Eneng Nur Hasanah
Journal of Consumer Studies and Applied Marketing Vol. 1 No. 1
Publisher : Integrasi Sains Media

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58229/jcsam.v1i1.47

Abstract

Contents with the topics around finances in social media can be utilized to improve financial literacy among Generation Z, considering that Generation Z took the highest proportion compared to other generations in Indonesia and since Generation Z has the highest internet penetration rate and spent the most time on the internet compared to other generations. This research aims to determine the impact of finances on financial literacy in Generation Z, the most significant factor of financial content that affects financial literacy, and to find out which social media and content type is the most impactful. The financial content on social media is measured by the number of social media and content types, the number of creators and topics watched, and duration, while financial literacy is measured by financial attitude, behavior, and knowledge. This research uses quantitative methods, and the data is collected using an online questionnaire. This research gathered 287 samples from Java and Sumatra, Indonesia, and 222 are financial content viewers. The multi-linear regression result found that financial contents affect financial literacy by 20.4%. The total amount of financial topics watched has the most significant impact on financial literacy, while the total amount of social media used to watch financial content has a significant negative impact. The ANOVA result discovered that people who are most often use YouTube to view financial content have the best financial literacy score average.
The Influence of QRIS Payment Customer Satisfaction Towards Customer Loyalty And Continuity Puti Shalia Nadinta; Nurrani Kusumawati
Journal of Consumer Studies and Applied Marketing Vol. 1 No. 1
Publisher : Integrasi Sains Media

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58229/jcsam.v1i1.52

Abstract

The official standardized payment system in Indonesia, Quick Response Indonesian Standard (QRIS), was introduced on August 17, 2019. QRIS is anticipated to facilitate QR payment systems, which allow for scanning a single QR code from various digital payment services as long as they are registered with QRIS. The researcher conducted exploratory research to better grasp the consumer perspective on utilizing QRIS due to the increased usage of QRIS over time. It has been discovered that employing QRIS still has its limitations. With that, a more thorough investigation is conducted into the relationship between customer pleasure and loyalty. Perceived Usefulness, Perceived Flow, Satisfaction, Customer Loyalty, and Adoption Continuity are the variables put to the test. The Generation Z population in Indonesia actively utilizing QRIS in the Bandung and Jabodetabek region serves as the study's sample. Data from 205 samples, categorized as Generation Z, were collected and subjected to descriptive and PLS-SEM analyses. According to the study, perceived usefulness and flow favorably affect satisfaction. Also favorably affecting perceived flow is perceived usefulness. Adoption Continuity is positively impacted by satisfaction and perceived utility. Customer loyalty and adoption continuity both benefit from satisfaction. The results of this study are anticipated to have implications for future research as a valuable point of reference for researchers developing new research studies in the field of marketing, as well as for business owners who already offer or will offer QRIS as a payment method to ensure a smooth payment flow for their customers.
Developing Effective Marketing Strategies for Herviolet After COVID-19 Pandemic: A Case Study of Herviolet Rio Dzaki Soempeno; Fitri Aprilianty
Journal of Consumer Studies and Applied Marketing Vol. 1 No. 2
Publisher : Integrasi Sains Media

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58229/jcsam.v1i2.70

Abstract

The recent COVID-19 pandemic has limited many ethnic modern-style fashion brand’s selling and promotional activities to almost a halt. Their previous main source of income and publicity through national conventions and exhibitions, became unavailable due to pandemic policies and restrictions. These brands must now find a way to capitalize the usage of digital marketing as a way to promote and sell their product. Herviolet is one of the ethnic modern brands that were affected, and are struggling with their marketing efforts due to an ineffective marketing strategy. As stated by Herviolet’s owner, the company does not have a marketing department, goal, nor strategy. Therefore, this research is designed to create solutions towards Herviolet’s marketing strategy problems that will help them increase their brand awareness and product knowledge. An internal and external analysis will be conducted, with the latter using PESTEL and Porter’s Five Forces Analysis, and will be summarized with a SWOT Analysis. A qualitative methodology will also be conducted, using semi-structured interviews towards Herviolet’s owner and two regular customers, where the interview results will be analyzed using open coding. A monthly social media performance analysis will also be conducted, where the account insights, data, and performance will be analyzed to give an image of Herviolet’s current social media performance. From this research, 3 solutions were developed for Herviolet in order to improve their marketing strategy, brand awareness, and product knowledge.
Factors Influencing Identification as a Fan and Consumerism towards The Virtual K-Pop Group MAVE: Valencia Hoesan; Shimaditya Nuraeni
Journal of Consumer Studies and Applied Marketing Vol. 1 No. 2
Publisher : Integrasi Sains Media

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58229/jcsam.v1i2.72

Abstract

The K-Pop industry has been developing Virtual K-Pop Group, a K-Pop group with virtual human members who are made to be as similar as possible to actual humans. Identification as a fan is one of the important factors in creating a purchasing behavior in the form of consumerism towards certain K-Pop groups. Therefore, this research was conducted with the aim of identifying factors that significantly influence identification as a fan and consumerism towards one of the well-known Virtual K-Pop Groups, which is MAVE:. This research uses an extended Theory of Planned Behavior framework with additional audio and visual components, virtual group concept, peer influence and social media influence as the variables. The method used in this research is quantitative and using a questionnaire with respondents from Indonesia who have at least once performed consumerism towards MAVE: as the data source. The data was analyzed using the Path Analysis method to examine the influence between variables, namely attitude, subjective norms, perceived behavioral control, identification as a MAVE: fan and consumerism towards MAVE:. The result indicates that virtual group concept’s influence towards attitude and peer influence’s influence towards subjective norms are positively significant. Attitude, subjective norms and perceived behavioral control positively significant in influencing identification as a MAVE: fan. Also, identification as a MAVE: fan significantly influences consumerism towards MAVE: positively. The findings of this research is aimed to understand the consumer behavior of Virtual K-Pop Group consumers, so that it becomes the basis for label companies that produce these groups to create effective strategies for generating revenue as the main goal of business.
The Impact of Mobile Service Quality, Perceived Value, Perceived Usefulness, Perceived Ease of Use, Customer Satisfaction Towards Continuance Intention to Use MyTelkomsel App Talitha Radhiyya Azzahra; Nurrani Kusumawati
Journal of Consumer Studies and Applied Marketing Vol. 1 No. 1
Publisher : Integrasi Sains Media

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58229/jcsam.v1i1.74

Abstract

The community's high level of mobility has sped up mobile application development. Businesses from various industries raced to create their applications because it boosts brand loyalty and customer relationship, increasing revenue for the company. As the fifth-largest nation with a mobile application market share in 2021, Indonesia represents a sizable potential market in the next years. Telkomsel has capitalized on this potential by creating its mobile purchasing app, MyTelkomsel. The app has received 100 million downloads on Google Play Store and a 4.5-star rating. However, given that MyTelkomsel had a decline in monthly active users (MAU), falling to the 28th position in 2023, it is unclear whether it can keep its customers' intention to continue using the service. This study analyzes the conceptual model created by earlier related literature and identifies the factors that have a major impact on consumers' intentions to continue using MyTelkomsel. Customers of MyTelkomsel are the subjects of qualitative semi-structured interviews and quantitative surveys as part of this study. The interview findings were examined using open coding, while the questionnaire results were analyzed using PLS-SEM. According to the findings, Perceived Value, Perceived Usefulness, Perceived Ease of Use, and Customer Satisfaction positively impact Continuance Intention to Use. Service Content Quality and Customer Service Quality positively impact perceived Value and Customer Satisfaction. However, it has been demonstrated that Mobile Network Quality has no appreciable impact on Perceived Value. These results should help inform the development of stronger strategies for mobile app retention in the telecommunications sector or other relevant businesses in Indonesia. Future research is anticipated to include more factors, samples, and a wider scope due to research limitations better to explain the continual use intention of telecommunication apps.
The Determinants Factors of Islamic Financial Inclusion in West Java: A Comparison Between Generation Z and Millennials Amarila Indi Haryadi
Journal of Consumer Studies and Applied Marketing Vol. 1 No. 1
Publisher : Integrasi Sains Media

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58229/jcsam.v1i1.75

Abstract

Islamic finance is one of the fastest-expanding global financial systems, and it predicted that Islamic finance has promising future asset growth. As a country with the largest Muslim population, Indonesia has great potential in the Islamic economy and finance sector. The rise of Islamic finance in the world's financial system and Indonesia's huge potential have attracted the attention of the Indonesian government, which wants to make Indonesia a leader in the world's Islamic economy. West Java was chosen as a pilot province for other regions in developing Islamic finance. More than half of West Java's population comprises Generation Z and Millennials. These two generations will play important roles in financial institutions in the next decade and will dominate Indonesia in 2045. The main purpose of this study is to explore the determinants of Islamic financial inclusion of Generation Z and Millennials in West Java and compare them. The data from 616 respondents was collected and analyzed using PLS-SEM. It found that Generation Z and Millennials have differences in how much each factor affects them. The difference between them is that religiosity has a stronger influence on Millennials than on Generation Z, and social influence has a stronger influence on Generation Z than on Millennials. Overall, this study concludes that, consecutively, Islamic financial literacy, social influence, and religiosity influence Islamic financial inclusion among Generation Z and Millennials in West Java.

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