Customers’ Preference of Online Marketplace: Trendyol and Hepsiburada Case Study

The development of internet has increased the popularity of e-commerce. There are many different types of online marketplace, and each of them has its own customer base. Customers develop their preference or choice of specific online marketplace over the competitors. This research aimed to understand the factors influencing the choice. The research explored online dimensions that influencing user experience during shopping. In addition, the research incorporates neuroscientific findings, namely limbic types which is essentially similar to customer persona. Analysis of customer persona of the limbic type used descriptive analysis and dimension of attitude online shopping used regression analysis that done with SPSS application. The object of research was the online shopper with marketplace Trendyol and Hepsi Burada. The sampling technique was purposive with the criteria of responden is online shoppers. The collection of data by google form used snowballing technique. The total respondents were 117.   The results showed that Trendyol type of limbic types ware Connoisseurs and Hedonist. The limbic map of Trendyol was Fantasy/Pleasure towards Balance System. The dimensions of brand identity that give significant effect were interactivity, information quality, usability, entertainment and personalization. Interactivity, usability and entertainment gave a positive and significant effect towards brand attitude formation in E-shops Trendyol or Hepsiburada, whereas information quality and personalization resulted on signicantly negative impact. Design and domain name had no significant effect towards dependent variable. The model could explain 79.2% of brand attitude formation in E-shops Trendyol or Hepsiburad

Analysis Of Product Positioning On Soap Products In Manado

Business competition has become one main issue that is essentially considered by management parties in every company in a market, either manufacturing-based company or service-based company. When any competed company can establish or even maintain its core advantages against other competitors, it can later help its management parties to keep the company achievement and therefore give positive contribution for its further development in the marketplace. Research objective is to describe the product position from Lux, Lifebuoy, Shinzui, Dove, Nuvo, Dettol, Imperial Leather and Giv products in Manado. Theories supporting this research are positioning and brand. The population is all users of Lux, Lifebuoy, Shinsui, Dove, Nuvo, Dettol, Imperial Leather and Giv products in Manado with sample of 100 respondents. Analysis method used is Multi Dimensional Scaling and Correspondence Analysis. Results and conclusions are (1) Shinzui and Dettol are perceived similar, (2) Lux, Lifebuoy, and Dove are perceived similar, (3) Giv and Imperial Leather are perceived similar, and (4) Nuvo is very dissimilar with the other brands. Keywords: product positionin

The Effect of eWOM as Mediation of Website Quality and Trust

The purpose of this paper is to examine consumer attitudes toward online shopping in Marketplace, Shoppee. The paper used three variables which includes trust, perceived website quality, and electronic word of mouth (eWOM) along with their relationships in order to examine the effects of eWOM as mediator toward website quality and trust relationship. An offline survey was employed targeting online shoppers of Shoppee, one of reputable marketplace in Indonesia. A sample of 200 students in Universitas Atma Jaya Yogyakarta as online shoppers was involved in the online survey. Regression and Path analysis was used to test the hypothesized relationships of the research model. The empirical findings of this research shows that website quality and eWOM are predictor of consumer trust. Hence, EWOM also has mediation effect. The implication of this research is to support the importance of eWOM as key drivers to build trust among customers in online shopping. It also underlines the importance of website quality as important factors in online shopping.Keywords: eWOM, Website quality, Trust, Online Shoppin

Branding and Online Cataloging of CV. Galaxy Stone

Galaxy Stone is a company that is engaged in the craft of various products made from natural stones with the main product, washbasin. When a pandemic happens, the interest in washbasin increase. At the same time, many target audiences still did not know about Galaxy Stone, which caused a lack of trust from the target audience. Also, the target audience feels difficulties when looking at the Galaxy Stone catalog because they did not know the differences between every product. To solve the problems above, branding needs to be made to build the brand image as a store that sells customizable interior products to provide customer comfort. Also, a catalog website that contains products catalog with comparison features is needed. Before making this design, several methods were used to collect data, namely observation, questionnaire, interviews, documentation, and literature studies. The concept in the design is minimalist so the brand looks elegant and luxurious. The media that are used in this design are stationary, social media, website, and marketplace. Hopefully, through the branding design and online catalog, the brand will get the target audience’s trust and more easily view the Galaxy Stone product catalog

Branding and Online Cataloging of CV. Galaxy Stone

Galaxy Stone is a company that is engaged in the craft of various products made from natural stones with the main product, washbasin. When a pandemic happens, the interest in washbasin increase. At the same time, many target audiences still did not know about Galaxy Stone, which caused a lack of trust from the target audience. Also, the target audience feels difficulties when looking at the Galaxy Stone catalog because they did not know the differences between every product. To solve the problems above, branding needs to be made to build the brand image as a store that sells customizable interior products to provide customer comfort. Also, a catalog website that contains products catalog with comparison features is needed. Before making this design, several methods were used to collect data, namely observation, questionnaire, interviews, documentation, and literature studies. The concept in the design is minimalist so the brand looks elegant and luxurious. The media that are used in this design are stationary, social media, website, and marketplace. Hopefully, through the branding design and online catalog, the brand will get the target audience’s trust and more easily view the Galaxy Stone product catalog

Millennial’s Decision on the Use of Online Halal Marketplace in Indonesia

This study aims to analyze the Millennials' behavior influenceon their decision to use an online halal marketplace inIndonesia, which is mediated by their perception as anintervening variable. A probability sampling technique withconvenience sampling was used to calculate 100 from 125collected primary data sets. The SEM-PLS statistical techniquewas used to analyze the relationships among variables. Thefindings showed that only technology adoption, opinions,broader activities, and Millennials’ perception influenced theirdecisions to use the online Halal marketplace, while success& status, personal health, and brand value & reward didnot. Millennials’ perception is not an intervening variablefor all indirect effects. It implies that Millennials consideronline Halal marketplace has not been addressed to reservethe Muslim concerns, and their decision to use it didnot necessarily derive from religious reasons. Online Halalmarketplaces must combine more suitable marketing strategiesto increase customer engagement with the Islamic brand byconsistently delivering reliable Halal products and servicesto meet Millennials' needs while penetrating this segment.JEL Classification: M31, M37, L92How to Cite:Aisyah, M. (2023). Millennial’s Decision on the Use of Online Halal Marketplace in Indonesia. Etikonomi, 22(2), 293 – 320. https://doi.org/10.15408/etk.v22i2.34353

Role of Visual Language in Marketing: Build and Implement Branding Identity on Mini-Market

This study aimed to gain a deeper understanding of the impact of visual language on building and sustaining a strong brand in the mini-market industry. Qualitative research has shown that visual language can have a powerful impact on consumer behavior and purchasing decisions. For example, the choice of colors, images, and symbols can evoke specific emotions and associations, influencing how consumers perceive and interact with the brand. This, in turn can impact brand loyalty, as consumers are more likely to return to brands that they perceive as being trustworthy and consistent. The use of visual language in branding is particularly important for mini markets, as these businesses compete in a crowded and highly competitive industry. By using visual language to create a strong brand image and establish brand associations, mini-markets can differentiate themselves from competitors, build a loyal customer base, and establish a strong reputation in the marketplace

Proposed digital marketing strategy: A case of multinational mask producer in indonesia

Triple Nexguard Indonesia, as one of the multinational mask manufacturers in Indonesia, is looking for a large market growth opportunity from this condition. On the other hand, there are several challenges faced by Triple Nexguard Indonesia in dealing with black swan conditions and intense competition, such as product allocation and priority from global market supply, inability to produce locally with acceptable time-to-market. From the research, it is concluded that Triple Nexguard is positioned as the highest protective mask that provides quality assurance with advanced quality screening and strong brand equity with international medical organization patents, with the main target market of people who are very worried and worried about their masks. behavior of the wearer during a pandemic situation. According to this research, the Triple Nexguard Indonesia digital marketing strategy project stream is divided into two major activities that can be carried out in parallel. The first activity is a content marketing strategy that emphasizes strengthening product information content to build brand awareness. Then, the e-commerce strategy focuses on transactional processes. Both strategies stem from consumer behavior that can influence customer paths and journeys

How Marketing Strategy Contribute to Build Brand Equity in Global Market: The Case of B2B Telecommunication Company

In the last three decades, the telecommunications industry played a major role in the global technology revolution. But telecommunication companies are facing increasing competition from digital players which also offer voice and messaging services, accentuating deterioration in the revenue of key services in telecommunication companies. Telin, as one of the players in the global market is also transforming in various fundamental aspects and has established itself to transform into a digital telco. Telin needs to define the right and effective marketing strategy to communicate its transformation to compete in the digital industry. This research uses brand revitalization strategies to build and strengthen Telin’s brand equity. The first proposed strategy is implementing new brand architecture strategy to anticipate the new products or services, new target market, new competition, and strategic mind shift. And the second is implementing new marketing strategy to align with the new vision, mission, and positioning the company as the digital telco provider. The result of this research can help B2B telecommunication companies, like Telin, to evaluate its marketing strategy and build brand equity in the digital industry.Keyword:Brand Equity, Brand Architecture, Marketing Strateg

THE NAJJAH STORE MARKETING COMMUNICATION STRATEGY TO IMPROVE PERSONAL BRANDING ON FACEBOOK

Abstract: In the current virtual generation, there are many internet-based social media tools available, which are generally in the form of websites. This site can be used as a means of social networking interaction. One of the most popular social media in the world is Facebook. The business process with the media of information and communication technology and the Internet is known as e-trade, meaning that businesses that use digital space as a place for several companies to provide e-trade to display their business through the e-trade internet site, this encourages the creation of an electronic market called the e-trade market. . In increasing consumer buying interest and creating trust in the products provided in online stores or olshops, they usually use special strategies to achieve the olshop's goals. One of the strategies used is to increase personal branding. In the big Indonesian dictionary the word "Brand" means a name or brand. Brands are beneficial to both producers and consumers. For manufacturers, brands play an important role as a means of identification to facilitate the process of handling or tracking products for companies, especially in organizing inventory and accounting records. Also a form of legal protection against unique product features or aspects. Brands can get intellectual property protection. Marketing communications represent the “voice” of the company and its brand and are a means by which companies can establish dialogue and build relationships with consumers. Keywords: Marketing Communication, Branding, Facebook, NajjahStor