Impact of Advertisement on Buying Behavior of Rural Women Consumers

Natarajan, Mangai; Manimaran, S.

doi:10.14257/ijunesst.2016.9.6.02

Cited by 3 publications

(2 citation statements)

References 3 publications

(6 reference statements)

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“…Social media marketing has obvious advantages compared with traditional marketing techniques [24]. For this reason, some research focuses on such topics including their relationship to purchase intention [25] [26].…”

Section: Social Media Marketing Activities and Purchase Intentionmentioning

confidence: 99%

The Impact of Social Media Marketing Activities on Consumer Equity: Evidence from Luxury Brand

Amin¹,

Lim²

2021

IJSBT

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Most of the studies have examined the concept of social media marketing activities in the context of customer intention or on customer satisfaction while the role of customer equity when examining the impact of social media marketing activities on consumer intention is limitedly deliberated. Thus, this paper aims to examine how social media marketing efforts influence consumer equity and the intention of luxury brand users in Pakistan. The data were collected from two hundred fifty respondents and Partial Least Squares Structural Equation Modeling (PLS-SEM) was used to estimate the complex relationship models. The results showed that social media marketing has a positive and significant relationship with value relationships and brand equity. Moreover, all three drivers such as value, relationship, and brand equity have a positive and significant relationship with purchase intention and consumer equity. Thus, the study gives valuable implications to key individuals in such fields including brand managers and marketers. This paper can help in the examination of the potential and strength of marketing strategies and actions. Moreover, the study proposes strategies that can help improve brand performance by explaining factors related to purchasing intention and customer equity. Furthermore, the results can help the marketers in forecasting customer purchasing intention and manage social activities accordingly.

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Section: Social Media Marketing Activities and Purchase Intentionmentioning

confidence: 99%

The Impact of Social Media Marketing Activities on Consumer Equity: Evidence from Luxury Brand

Amin¹,

Lim²

2021

IJSBT

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“…Tawaran dalam bentuk iklan yang disuguhkan berkaitan dengan patrun yang mengarah pada subjek yang dituju. Iklan kosmetik cepat atau lambat dampaknya juga memengaruhi perilaku membeli wanita-wanita yang ada di desa (Natarajan & Manimaran 2016). Pendapat Scranton (2013) tentang relasi antara kecantikan dan bisnis sangat menarik.…”

Section: Pendahuluanunclassified

Pemberdayaan Anggota PKK di Desa Lembu dalam Membuat Kosmetik

Hartini¹,

Soetjipto²,

Ryanto³

et al. 2017

Agrokreatif. J. Ilm. Pengabdi. Kpd. Masy.

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ABSTRAKPengabdian kepada masyarakat di Desa Lembu Kecamatan Bancak 2015/2016 difokuskan pada pelatihanpelatihan pembuatan produk kosmetik. Anggota PKK yang sebagian besar ibu rumah tangga dibekali dan dilatih satu keterampilan, yaitu pelatihan produk-produk kosmetik, seperti sabun, lotion, dan lain-lain. Kegiatan pengabdian dikemas dalam bentuk pemberdayaan masyarakat dengan metode PRA (Participatory Rural Appraisal) dengan wujud pembekalan dasar mengenal karakter produk kosmetik dan pelatihan pembuatan produk. Langkah-langkah pelaksanaan mencakup tahap penyadaran terhadap bahan, perangkat yang digunakan saat membuat produk serta pematangan/pemeraman produk sebelum digunakan. Praktik pembuatan kosmetik dilakukan secara berkelompok dan masing-masing kelompok minimal 5 orang. Kelengkapannya adalah kontinuitas motivasi untuk pembuatan produk kosmetika yang dipersiapkan untuk melayani kebutuhan pasar. Dari hasil kegiatan pemberdayaan dapat disimpulkan bahwa masyarakat berdaya mengelola waktu untuk usaha produktif menjadi terampil menggunakan alat-alat rumah tangga untuk kegiatan produksi kosmetik, sekaligus tidak gagap lagi membuat kosmetik dengan teknologi tepat guna. Pemasaran diawali dengan konsumen yang berasal dari kalangan masyarakat desa Lembu, kemudian sedikit meluas di kecamatan Bancak saat Lomba Produksi Masyarakat Kecamatan Bancak. Dua produk unggulan yang dapat memenuhi kebutuhan masyarakat adalah sabun mandi dan lotion dengan nilai jual Rp. 10.000/100 ml. Monitoring dan evaluasi produk kosmetik dilakukan dengan konsultasi langsung ke kampus UKSW.Kata kunci: desa Lembu, kosmetik, pembuatan sabun dan lotion, PKK ABSTRACTCommunity Service in the Village Lembu, District of Bancak on 2015/2016 focused on training the manufacture of cosmetic products. The most mothers Household of PKK's member supplied and trained in one skill, namely the training of cosmetic products, such as soaps, lotions and others. Service activities packaged in the form of community empowerment by methods PRA (Participatory Rural Appraisal) to form the basis of a briefing about the character cosmetic products and training products manufacture. The implementation steps include the stage of awareness of materials, devices used when creating products and maturation/curing of the product before use. The practice of making cosmetic conducted in groups and each group of at least 5 people. Completeness is the continuity of the motivation for the manufacture of cosmetic products which are prepared to serve the needs of the market. From the results of development activities can be concluded that the public powerful of time management and become skilled productive use of household appliances for the production of cosmetics, and does not stutter anymore to make cosmetics with the appropriate technology. Marketing begins with consumers who come from the rural communities Lembu, then slightly extends in the District Bancak. Two excellent products that can meet the needs of the community are soaps and lotions with a sale value of Rp. 10.000/100 ml. M...

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