MOTIVATION, STRATEGY, DIGITAL MARKETING: MSME SUREFIRE MOVES TO SURVIVE IN THE MIDST OF THE COVID-19 PANDEMIC

This service activity aims to analyze the needs and build a digitalization mindset for MSMEs in Malang City in facing the challenges of the Covid-19 Pandemic. Digital marketing strategies can be a bridge for MSMEs to reach a wider target market, so an interpersonal approach is needed to encourage business people to renew targeted marketing strategies. The method of implementing this activity consists of three stages, namely pre-implementation, implementation and post-implementation. The findings on the activity contain interesting facts, including MSMEs in Malang City do not experience capital problems, cash flow uncertainty causes a reduction in production activities, features on online platforms have not been used optimally and difficulties in compiling interesting content that can create interaction with the target market. Significant results were shown by MSME actors after participating in counseling and training activities, namely MSME actors were able to determine an online platform that could support their marketing system and some MSME actors were able to create interactions with consumers through digital activation to the purchase process from consumers. Apart from that, there are still many things that must be improved by MSME actors, especially in improving the quality of human resources and the digital marketing system.

A Study of Buyer Motivations at the Bottom of Pyramid in Urban India

The Indian bottom of pyramid (BoP) segment contributes around 85% of the total national household market. This study attempts to ascertain the purchase behaviour of customers at the Indian urban BoP. It endeavours to appreciate the viewpoint of the urban BoP consumers in the purchase process with reference to their purchase basket comprising of products mainly across categories such as grocery, perishables and basic consumer durables. The study starts with qualitative grounded theory followed by quantitative survey-based approach. It presents and validates emergent themes to give insights about purchase behaviour of consumers at urban BoP. The empirical findings of the study discovered five consumer motivations through factor analysis. The subsequent result of the cluster analysis showed that the urban BOP market is heterogeneous. Since the size of cluster is substantial, companies must make marketing efforts to target them on a priority basis. The study proposes a conceptual model of consumer motivation supported by the self-determination Theory for the urban BoP market in India.

AN INTEGRATED SOLUTION FOR THE ONLINE MARKETING OF CUSTOM-MADE GARMENTS THAT INCORPORATES A VIRTUAL FITTING ROOM

We use IT applications to solve various problems, such as buying various things, communication or professional matters. Everything seems to be solved faster when we shop on online platforms (virtual stores) because we can analyse several offers, see the best deals and then decide which one suits our purpose. Sometimes the items bought online are returned for the following reasons: they do not look as they were presented on the website; these items have functional problems or do not fit (this is the situation with clothing and footwear products). Usually, the fit problems occur because the customer did not choose the right size, the model does not have a size range that fits the customer, or the customer has a particular body shape. The return rate (fit problem) can decrease if the customer can virtually try on the selected model during the purchase process to check how it looks on their body. Assuming that customers also have the option to personalise the product according to their body shape or desires, their satisfaction increases. In this case, the number of returned or unsold products is reduced, and a dynamic and positive advertising campaign for the brand can be carried out (based on customer reviews). This paper proposes an integrated solution for online marketing of customised clothing products (website for medium or small companies), using a virtual test room that simulates the product on the virtual mannequin in different positions (360°).

PENGARUH BRAND IMAGE, PERCEIVED VALUE DAN TRUST TERHADAP NIAT BELI ULANG SALDO E-WALLET GOPAY

Repurchase appear from the intention of repurchase, repurchase intention is an action taken by the consumer after the purchase process. Components that affect repurchase intentions include brand image, perceived value and trust. This research aims to find out how these components affect GoPay e-wallet users in Denpasar. The sample size used in this study amounted to 140 respondents GoPay e-wallet users in Denpasar City using purposive sampling method on the sampling. Google forms are used to help distribute questionnaires to respondents. This study uses multiple linear analysis techniques as data analysis techniques. This study obtained the results that (1) brand image has a positive and significant effect on the repurchase intentions (2) perceived value has a significant positive effect on the repurchase intention (3) trust has a significant positive effect on the repurchase intention. Based on this research, it is concluded that good brand image, perceived value, and trust greatly influence the repurchase intention of balances on GoPay e-wallet users in Denpasar City.

Mobile marketing tools in the market of restaurant food delivery services in Ukraine

This study explores the usage of mobile marketing tools in the market of restaurant food delivery services. While new mobile tools become available, the enterprises need to rationally select and use those tools. In the study, the market of restaurant food delivery in Ukraine has been analyzed, and the enterprises operating in the market have been classified based on their business processes. It was discovered that the usage of mobile marketing differs for aggregators and food producers, depending on their business processes and marketing goals. For each group of enterprises operating in the market, classification of mobile marketing tools has been done, and approaches for selecting mobile marketing tools by the stages of a purchase decision process have been proposed, based on marketing objectives at every stage of the purchase process. Online customer survey has been conducted, and the Kano model has been applied to estimate customers’ satisfaction and their attitude toward mobile marketing tools. Based on the research results, the practical recommendations for selecting the most suitable mobile marketing tools have been developed, and these recommendations take into account the interests of both sides: customers and companies implementing marketing tools. It was found out that the main selection criteria include enterprise internal business processes, marketing objectives, and customer attitudes. The recommendations developed in this study, provide businesses with the approaches necessary to rationally allocate their marketing resources.

Smart Speaker Recommendations: Impact of Gender Congruence and Amount of Information on Users' Engagement and Choice

The relevance of smart speakers is steadily increasing, allowing users perform several daily tasks. From a commercial perspective, smart speakers also provide recommendations of products and services that may influence the consumer decision-making process. However, previous studies have mainly focused on the adoption of smart speakers, but there is a lack of proper guidelines that help design the way these devices should offer their consumption recommendations. Based on a stimulus-organism-response approach, we analyze how two features of smart speakers' recommendations (the gender congruence between the customer and the speaker, and the length of the message) influence on the effectiveness of such recommendations (i.e., visiting intentions) through its impact on user engagement and attitude. Data was collected from a sample of undergrad students in Spain using an experiment design that focused on a restaurant recommendation, and analyzed using partial least squares. On the one hand, our results suggests that gender congruence generates user engagement with the smart speaker. On the other hand, message length is positively related to attitudes towards the restaurant, at a declining rate. In addition, while better attitudes lead to higher visiting intentions, the influence of engagement on visiting intentions is partially mediated via attitudes. Thus, our findings contribute to understand the antecedents of users' engagement with smart speakers, as well as its impact on the customers' willingness to follow smart speakers' recommendations, constituting a base to analyze the impact of artificial intelligence solutions aimed to smooth the transitions of a customer through the stages of purchase process.

Environmental Sensitivity and Awareness as Differentiating Factors in the Purchase Decision-Making Process in the Smartphone Industry—Case of Polish Consumers

The first of the research objectives discussed in this article was to analyze the differences related to the valuation of particular factors influencing the purchase process in the smartphone industry, expressed by respondents with different sensitivity and environmental awareness, as well as the assessment of their knowledge about the impact of smartphones on the natural environment. The second objective of the research was to determine whether the level of environmental sensitivity, awareness and knowledge about the impact of smartphones on the environment has a statistically significant influence on the respondents’ choice of smartphone brand. The survey was conducted using an on-line questionnaire, distributed by a specialized research agency on a representative sample of over 1000 Polish residents. In order to identify the various customers clusters, the expectation-maximization algorithm and the v-fold cross-validation were used. Additionally, in order to analyze the significance level of differences between clusters the nonparametric Mann-Whitney U-test was carried out. The results show unequivocally that people with a different approach to ecological issues demonstrate statistically significant differences in their purchasing behaviors in the smartphone industry. Furthermore, it was noticed that in the case of comparing some smartphones brands, there is a statistically confirmed difference in the environmental sensitivity and awareness of the customers who use them. Moreover, the research has shown that in Polish customers’ consciousness smartphones are mistakenly considered to be relatively safe and environmentally friendly products.