This study analyzes consumer loyalty from attitudes on credible knowledge sources and the emotional experience due to the first perception Data was collected from 107 smartphone users through questionnaires and interviews. The SEM-PLS compound technique was used to analyze the data with a pathway mediated by the comfort decision of credibility on brand loyalty. The results show that there is a positive correlation between a consumer's attitude and brand credibility. Furthermore, experiential marketing positively influences the brand hallo effect and consumers attitude, which directly impacts decision convenience, brand credibility and loyalty. However, there is a negative relationship between decision convenience and brand loyalty. Similarly, a decision convenience relationship has not processed credibility in brand loyalty. This study shows that customer loyalty can be influenced by their attitude, which provides a positive signal to brand credibility. The examined Model helps managers understand how the branding process investment may provide confidence in brand loyalty based on comfortable brand decisions.
The digital economy for MSMEs still possesses complex problems in the debate over technology readiness and competitive digital capabilities. The increase of dynamic product innovation changes is only effectively supported by digital value resonance. Addressing this issue, this research aims to explore the readiness of technology and the ability to compete digitally for innovative products through the resonance of digital value, especially for multi-business businesses. The data were collected from 170 respondents of small and medium-sized businesses through questionnaires. SEM-PLS techniques were used to analyze the data with a path mediated by digital value resonance on product innovation. The results showed that the resonance of digital value successfully mediated the relationship of technological readiness and digital competing capabilities, as well as direct links to the improvement of innovative products. Digital consumer habits also successfully strengthened the relationship of technological readiness and digital competing capabilities on the resonance of digital value. The advantages of this research lie in the synthesis of proposed digital value resonance variables from the results of resource-based view theory propositions in bridging the previous researcher gaps and contributing as a conceptual novelty model that can personalize digital value in the level of competition and increase MSMEs innovation products.
Penyuluhan pertanian menjadi kegiatan utama yang selalu berperan dalam mengedukasi petani. Di tengah kondisi pandemik Covid-19, kegiatan penyuluhan yang biasanya dilaksanakan secara tatap muka, kini dapat dilaksanakan secara virtual (online) berbasis teknologi informasi. Tujuan dari penelitian ini untuk menganalisis efektifitas pelaksanaan penyuluhan pertanian berbasis teknologi informasi terhadap petani pada situasi social distancing di Kabupaten Bone Bolango. Penelitian ini menggunakan model pendekatan ekperimental dengan melakukan uji coba penyuluhan berbasis teknologi informasi terhadap petani di Kabupaten Bone Bolango. Sampel dipilih dengan tehnik purposive sampling, dengan penentuan besaran sampel sebesar 25% atau 35 orang petani. Tehnik analisis data menggunakan metode EPIC model, dengan pendekatan komunikasi mencakup empat dimensi kritis yaitu Empathy, Persuation, Impact dan Communication (EPIC). Tingkat efektivitas media penyuluhan yang menggunakan EPIC model ditentukan dengan Likerts Summated Rating Scale (LSRS). Hasil penelitian menunjukkan bahwa model penyuluhan online baik menggunakan konten materi dalam bentuk teks maupun video secara umum memperoleh kategori yang kurang efektif untuk membentuk pengetahuan dan pemahaman petani di Kabupaten Bone Bolango. Namun, secara parsial konten penyuluhan berbasis teknologi informasi yang ditampilkan dalam bentuk video tergolong kategori efektif. Upaya peningkatan penguasaan dan pemanfaatan teknologi informasi perlu dilakukan petani dalam merespon serta mendukung pelaksanaan penyuluhan pertanian berbasis teknologi informasi di tengah kondisi pandemik saat ini.
Konsumen cenderung menjadi alergi terhadap iklan dan berupaya menghindari tayangan iklan diberbagai media digital. Adanya perilaku penghindaran iklan menyebabkan iklan produk yang dibuat menjadi berlebihan tanpa penonton. Sebab konsumen cenderung anti terhadap iklan. Tujuan utama dari penelitian adalah untuk melihat bagaimana Smart Digital Content Marketing (SDCM) dapat mempengaruhi perilaku pengindaran iklan, sehingga menjadi bahan evaluasi bagi UMKM dalam adopsi SDCM sebagai bentuk strategi pemasaran di era digital. Penelitian ini merupakan penelitian explanatory dimana menguji hubungan antar variabel dalam satu model penelitian. Sampel yang digunakan sebanyak 100 responden. Tehnik analisis data menggunakan Structural Equation Modeling Partial Least Square (SEM-PLS) dengan bantuan software smart-PLS 2.0. Secara umum penelitian menemukan bahwa SDCM tidak mampu meredam perilaku menghindaran iklan tanpa perilaku rasional. Hasil penelitian menunjukkan bahwa SDCM berpengaruh negatif dan siginifikan terhadap perilaku rasional, namun berpengaruh tidak signifikan terhadap penghindaran iklan. Sementara itu, perilaku rasional memberi pengaruh positif dan signifikan terhadap penghindaran iklan. Penelitian ini juga menemukan bahwa SDCM mampu memperpengaruhi secara negatif dan signifikan terhadap penghindaran iklan yang dimediasi oleh perilaku rasional. Kebaruan penelitian yang ditemukan berada pada peran perilaku rasional yang mampu memediasi gap antara SDCM dan perilaku penghindaran iklan.
This research aims to explore a new conceptual model capable of filling the research gap on the experience of nascent entrepreneurs and the quality of knowledge resonance, which centered on exploring voluntary co-creation of shared value. Data were obtained from the experience of 232 start-up multisectoral companies in Java Island, Indonesia.The findings of this study contribute empirically and practically to the knowledge needed to investigate the creation of shared value. The results showed that the direct impact experienced by nascent entrepreneurs is negatively correlated, while the relationship associated with quality resonance of knowledge to the performance of business innovation is positive. Secondly,the concept of the model is proven by the high willingness to explore voluntary co-creation from service-dominant logic to bridge the negative correlation gap of the experience of nascent entrepreneurs. Thirdly, the direct impact led to the voluntary creation of shared value complements with limitations on the dominant service logic of the optional co-production into a co-creation concept called value-in-use. This model instils an attitude on the importance of voluntary exploring co-creation of high nascent entrepreneur experience and the quality knowledge resonance.
Penelitian ini bertujuan untuk menganalisis perbandingan tingkat kesejahteraan tipologi masyarakat petani, serta dampak etos kerja terhadap tingkat kesejahteraan rumah tangga petani. Populasi penelitian adalah sebanyak 1.022 petani yakni petani yang menempati kawasan pertanian terpadu di Kabupaten Boalemo. Penentuan sampel menggunakan tehnik stratified sampling dengan rumus Krejcie and Morgan, sehingga diperoleh jumlah sampel sebanyak 88 petani dan kemudian sampel dipilih secara disproportional dan dapat mewakili masing-masing tipologi masyarakat petani. Analisis data dilakukan berdasarkan hasil kuesioner dan wawancara menggunakan tehnik analisis statistik inferensial one way ANOVA welch, serta matriks analisis tingkat etos kerja petani. Hasil penelitian menunjukkan bahwa secara statistik, tingkat kesejahteraan antara tipologi masyarakat PL dengan PNL dan PL dengan PC berbeda secara signifikan dengan rerata perbedaan berada diatas 50%, sedangkan antara PNL dengan PC tidak terdapat perbedaan yang signifikan dengan rerata perbedaan sebesar 19%. Matriks analisis tingkat etos kerja menunjukkan etos kerja petani di Kabupaten Boalemo adalah cukup tinggi (sedang) dengan tingkat rata-rata nilai berada di atas 50%.
This study aims to analyze the value chain of cayenne pepper in Bulawa District and analyze the added value of marketing among value chain actors in Bulawa District, Bone Bolango Regency. The research method used to determine the sample of farmers is using the purposive sampling method while for the sample of traders using the snowball sampling method. . Respondents in this study were cayenne pepper farmers from selected villages in Bulawa District, namely 18 farmers in Mamungaa Village and 20 farmers in East Mamungaa Village. As for the respondents, there are 8 traders consisting of 1 wholesaler, 2 collectors, and 5 retailers. The data that has been collected is then analyzed using value chain analysis based on Porter's theory and value added marketing analysis. The results show that there are 6 stages of the value chain, starting from purchasing inputs for production facilities, cultivation, harvesting, processing and distribution to consumers. At the cayenne pepper value chain stage in Bulawa District, 4 main actors are involved, namely farmers, wholesalers, collectors and retailers. The value chain of cayenne pepper in Bulawa District is divided into two activities, namely main activities and supporting activities. In the main activity, farmers and traders have a good cooperative relationship and are not dependent even though they are not well organized in terms of price and also cayenne pepper production. In supporting activities, each chain actor has not developed and innovated technology to support the business. The cayenne pepper value chain flow is efficient, but the activities carried out are still simple. The marketing value added and the largest value added ratio are obtained by central market retailers because central market retailers take a larger marketing margin than other traders by minimizing the marketing costs incurred.
This research study discussion objectives to fulfill the research gap in the findings of inconsistent business strategy capabilities of SME players from reactive innovation, by incorporating the ability of marketing architecture to achieve competitive advantage and the ability of techno resonance innovation as factors that provide stimulus through reactive innovation on competitive strategies and contribute directly to competitive advantage, where working capital is included to moderate the direct relationship of creative innovation to competitive advantage , as well as techno resonance innovation capabilities on competing business strategies. Post-pandemic business optimization, not only the required venture capital but the importance of capturing the resonance of business opportunities and marketing design capabilities. Nine hypotheses were residential and tested in the framework of a sample of 156 SMEs in Central Java, Indonesia. The findings of this study contribute three contributions to conceptual techno-resonance innovation capabilities. First, techno-resonance innovation capabilities are proven to enhance reactive innovation and competitive business strategies, both working capitals strengthen competitive business strategies and provide a complementary advantage, the third reactive innovation has the potential to mediate techno resonance innovations on competitive business strategies and competitive advantages. But other marketing architecture capabilities need to be optimized, such as aggressive marketing dissemination and information design forms.
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