The purpose of this study is to investigate the price perception, perception of quality, attitudes toward consumer conviction value and intention to buy private label. Seven hypothesis were developed and tested using the data collected from consumers who have tried private labels in Indonesia. The Data was analyzed by SEM to test all the hypotheses. Four of all hypothesis were significant. The novely of the model gave proof that consumer conviction value could be a bridge of the research gap between attitudes and intention to buy. Perception quality of private label towards intention to buy was rejected from this empiric research. The empiric research gives a challenge for private label to further improve the quality of their products to align with the national brands and then it can increase intention to buy private label.
Green marketing has become increasingly important to promote environmental sustainability, and studies on the subject have been conducted, especially in developed countries. Therefore, this research evaluates the green marketing practices and issues of the selected firms in emerging countries. Information from in-depth interviews with three firms each from Indonesian and Philippines, which produce green products were explored and analyzed. The findings showed that the practices were slightly different due to variations in the level of knowledge, and the lack of consumers' awareness and acceptance of the product was the main issue faced by firms.
This study discusses electronic brand community (e-brand community), especially Xiaomi online community in Indonesia. The goals of this research are (1) to analyse the influence of e-WOM attractiveness on e-brand community trust, (2) to analyse the Influence of e-brand community experience on e-brand community trust and brand loyalty, (3) to analyse e-brand community trust on brand loyalty. The research samples are 139 members of Xiaomi online community in Indonesia. The analysis used in this study is a structural equation modelling (SEM) with AMOS version 21 to process the data. The results show that only e-brand community experience is able to improve brand loyalty. E-WOM attractiveness is unable to improve e-brand community trust. Other results show that e-brand community experience has negative and insignificant influence on e-brand community trust, while e-brand community trust has positive but insignificant influence on brand loyalty. The research implications are: first, focus on building website in which there is an interactive forum. Second, strive to build an active participation of online community members. Third, as an effort for e-WOM attractiveness to raise online community members' trust, the company needs to actively engage in any opinions made by the leaders of renowned 'figures' in community members and be actively involved in communication with this product communities.
Entrepreneurial orientation refers to the processes, practices, and making of decision to encourage new outcomes that have a specific entrepreneurial aspect. The action of an entrepreneurial refers to behaviors in decision on conditions of uncertainty, with swift actions seeing the opportunities to obtain maximum results. The capability of entrepreneurial actions is important for business players in developing ne products, new processes, new organizational managing through modification or reconfiguration of resources, and also in overcoming the speed of market change. Whereas, market orientation is the most effective organizational culture in creating the behaviors required to create superior value for buyers and produce superior performance for the organization. These two variables become strong capital in strengthening competitive advantage and towards achieving marketing performance. The phenomenon business of marine and fisheries business in Central Java is potential. As for the small and medium business centers of marine products are scattered in several cities in Central Java. Demak Regency, Semarang City, and Pekalongan Regency as the centers of marine-based food processing business were chosen for this study. This empirical study is expected to contribute theoretically and be useful in the managerial practice and can be used as material of consideration and policy for the government and the business players. Test of empirical analysis shows that entrepreneurial orientation and market orientation have a positive significant impact on competitive advantage, whereas competitive advantage gives a positive significant impact on marketing performance. The business players in marine-based food processing industry affirm that there is full awareness of the importance of dynamic movement in the entrepreneurial orientation and market orientation in order to maintain the sustainability of the existing business. The ability to look at the market conditions is an effort to keep the business sustains and develops, which greatly impacts on marketing performance as measured by sales volume and the increasing number of customers. Some weaknesses of this study are also discussed as a note for future research.
Green marketing is becoming a trend, and many companies have implemented it as a strategy for winning the market. However, attention to the importance of green marketing strategies has been relatively limited compared to its importance as a viable strategy, and this happens, particularly, in developing countries. As a result, the green marketing strategies of companies in developing countries are not yet fully recognized. So, this study is intended to explore marketing practices of the selected companies in Indonesia. The research is a case study of three selected companies producing herbal medical drinks, natural spa-related beauty products, and natural coloring fabric. They were selected for several reasons: producing of green products, conducting of green practices, and marketing the products abroad. In-depth interview of the owner or incharged manager of each company was used to obtain the data about its marketing practices. The data were then classified into four Ps of marketing mix, and interrelationship concepts generated from the data were systematically identified using NVivo to get clear picture of their marketing strategy. The results indicated that the companies undertook only quasi green marketing: dealt with green product and conducted green practices but did not apply green pricing, green distribution, and green promotion. This brings implication for companies marketing a green product to take advantage by differentiating their product based on the green characteristics of the product. This study also contributes to knowledge about green marketing strategy in a developing economy that is still limited.
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