Millennials in Indonesia currently have the largest market share, but there are not many studies that discuss marketing in millennials in Indonesia, especially marketing in business units that market their products to end consumers (B2C-business to consumer). Judging from the current phenomenon, namely 1) The rise of growth and competition from both foreign and local online retailers competing in Indonesia. 2) Increasingly developing software and hardware technology in digital marketing which gave birth to marketing innovations. 3) Large millennial role in digital marketing, because now they are a generation that understands technology, grows in the world of social media, grew up in a culture of expression, is aware of the attachment to technological change and able to learn through online interaction, has encouraged researchers to research conceptual by creating renewal in the variable attributes of Digital Content Marketing. This study uses observations of phenomena and literature review of previous research so as to produce a new formula namely Smart Digital Content Marketing that is comprehensive based on the suitability of the characteristics of the Indonesian millennials. This study is expected to benefit Indonesian online businesses and provide opportunities for future researchers to conduct surveys and statistical tests.
The development of information technology has brought the changes to the rapid growth and competition of online website stores in Indonesia. Online store businesses are aggressively making various marketing efforts to influence consumers to shop on their website. The Indonesian government has seriously issued several regulations regarding online commerce or e-commerce since 1997. Thus, this phenomenon has encouraged researchers to analyze the influence of website quality and the application of Government Regulations related to Ecommerce Law through website verification of the behavior of impulse buying, which was conducted by the millennial generation online. This paper presents an empirical investigation to study the effect of website quality and government regulations on online impulse buying behavior among some undergraduate students at Brawijaya Malang University. The results have confirmed that both website quality and government regulations had some impacts on online impulse buying behavior.
Small and Medium Business (UKM) of bread and cake can develop and encounter business competition if they are concerned greatly with their marketing performance. The purpose of this study was to determine: 1. The effect of market orientation and product innovation on marketing performance of Bread and Cake UKMs. 2.The moderating effect of competitive ad-vantage, strengthens or weakens, of market orientation and product innovation on the marketing performance of Bread and Cake UKMs partially. Data were obtained through offline questionnaire distribution to 80 respondents. The respondents were the business owners and employees of Bread and Cake UKMs in Bengkulu, Indonesia. The data analysis used in this research was Structural Equation Model (SEM) which was operated through the Partial Least Square (PLS) program, SmartPLS 3.2.9. The result indicated that market orientation and product innovation partially influenced marketing performance. Competitive advantage partially moderated (strengthens) the effect of market orientation and product innovation on marketing performance. This research contributes to the theoretical development of competitive advantage which moderates the effect of market orientation and product innovation partially on marketing performance. The study also helps to find the strategy to increase the marketing performance of Bread and Cake UKMs in Bengkulu, Indonesia.
The Technology Acceptance Model (TAM) is a model used to predict user acceptance of information systems based on perceived usefulness and perceived ease of use. If the user sees the benefits and ease of using the information system, it will cause the user's actions to accept the use of the information system. The objectives of this research is to examine the effect of quality of information system and perceived usefulness on the intention to reuse online learning platform. This research analyze the measurement of perceptions of the quality of the IT system used by respondents in the scope of online learning. We operate a survey method, the respondents in this research were students and lecturers that use online learning platforms. Respondents, most of whom are students in Sumatra, are interested or have the intention of reusing online learning applications if there is a good information quality factor and more benefits from online applications. The perceived usefulness construct plays a full role as a mediating variable of the relationship between information quality and intention to reuse online learning applications.
The increasing concern for human health and environmental sustainability, has made the companies to innovate their products into environmentally friendly products. Loyalty became the goal of marketing strategies that can be built with satisfaction, trust and price. This research aims to analyze The influence of Satisfaction, Trust and Price of Consumer Loyalty on Green Product (Case in Kandang Village Society of Bengkulu city, which have been using Energy Saving Lighting Products).The data used are primary data, sample collection method used purposive sampling with the number of respondents to 120 people, but only 102 that could be incorporated into the analysis due to lack of completeness of the respondents in its response. The analytical method used is multiple linear regression approach with the help of the program Statistical Product and Service Solutions (SPSS) version 16.0. The results of this research found partially from the calculation of the coefficients obtained by the research for satisfaction variable t provide significant value of 0.240, the trust provide significant value for 0000, prices provide significant value for 0000. Because t count on the satisfaction variable value significantly greater than 0.05, which indicates partial satisfaction variables have no effect on consumer loyalty, while for trust and price variables as significant value 0.000 <0.05, which shows in partial trust and influence consumer loyalty energy savingt lighting products. From the calculation of the F test that examines the effect of simultaneously be known F calculated for the variables of satisfaction, trust, loyalty and the price is equal to 26,750 with a significant value of 0.000 ? 0.05 then this indicates that Satisfaction, Trust, and price simultaneously have a positive effect on consumer loyalty. The conclusion of this study are the variable of satisfaction has effect on loyalty consumers, but not significant, while trust and price, have an effect on consumer loyalty.
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