Abstract:Multi-sensory brand experience has emerged as a crucial factor in modern marketing, significantly influencing customer satisfaction, brand perception, and loyalty. Despite its increasing importance, research in this area…
remains fragmented, with theoretical integration and empirical validation gaps. This study employs a Systematic Literature Review (SLR) and bibliometric analysis using the Scopus database to map the evolution of research on multi-sensory brand experiences and their impact on customer satisfaction. From an initial dataset of 203 documents, a rigorous selection process resulted in 41 relevant articles for in-depth analysis. Using VOS viewer, the study visualizes research networks, inter-topic relationships, and emerging trends, revealing a 47% increase in publication volume from 2012 to 2024.
Findings indicate that customer satisfaction, consumer behaviour, and sales are dominant themes, with sentiment analysis and digital technology (AI, AR) gaining traction in recent years. However, significant gaps remain, particularly in experimental studies quantifying the long-term impact of multi-sensory experiences on customer loyalty and cross-industry comparisons of multi-sensory branding effectiveness. The novelty of this study lies in its combined bibliometric and systematic approach, which identifies critical research trends, theoretical gaps, and emerging digital strategies in multi-sensory marketing. This study contributes to the academic discourse by comprehensively synthesizing research trends and proposing future research directions in technology-driven branding strategies and consumer engagement.
Abstract:This study aims to map the research landscape on green marketing, brand trust, and purchase decisions using a bibliometric approach and systematic review using the Scopus database. This study identifies research trends,…
scholarly contributions, and gaps in the literature. Using VOSviewer software, this study processed data from 61 articles published between 2019-2024. The analysis results show that most articles with the theme of green marketing brand trust and purchase decision were published in 2023 (14 documents), while the most published journal was the Journal of Retailing and Consumer Services. The most journal affiliations are from Harbin Institute of Technology (3 documents), the most journals published from Indonesia are 18 documents, the most subjects are Business, Management, and Accounting areas with a percentage of 46.2%, keywords related to themes include purchase intention, product quality, consumer behavior, marketing, brand image, sales, green brand trust, e-commerce.
Abstract:Online marketing is one of the main strategies in increasing business income, including for traditional market traders in South Sulawesi. Although internet penetration in Indonesia, especially in South Sulawesi, continues…
s to grow, many traditional market traders have not utilized digital potential to market their products. This study aims to explore online marketing activities implemented by traditional market traders in Gowa Regency, as well as to analyze their influence on increasing income and the factors that influence their success. Based on literature studies, the use of social media and e-commerce platforms has been shown to increase product visibility and attract more consumers, which in turn can increase sales. However, the adoption of digital technology among traditional market traders is still limited, mainly due to the lack of skills in managing social media accounts and digital platforms. This study uses a qualitative approach with interviews and observation methods of traders in traditional markets in Gowa Regency. The results of the study show that online marketing has a positive influence on increasing trader income, but the level of adoption varies based on factors such as age, education, and business experience. Therefore, digital marketing training and support from the government and trader associations are needed to accelerate the adoption of this technology. This study is expected to provide recommendations for the development of more effective digital marketing strategies for traditional market traders in South Sulawesi, in order to increase competitiveness and strengthen the local economy.
Abstract:This study aims to determine the pattern of marketing channels and analyze the costs, margins profits, and economic efficiency of each pomelo orange marketing channel in Padang Lampe Village, Ma'rang District, Pangkep Regency.…
gency. A sampling of producers was carried out by Simple Random Sampling while marketing institution samples using the tracing method or (snowball sampling) namely by tracing sales and purchases of pomelo oranges from producers to consumers. The results of the study showed that there are two types of marketing channels in Padang Lampe Village, Ma'rang District, Pangkep Regency, namely, channel I: Farmers--------Collectors --------- Inter-Island Traders ----------- Retailers --------------- Consumers. Furthermore, Marketing Channel II is from Farmers ----------- Retailers ----------- Consumers. In Marketing Channel I, the total marketing cost is IDR 25,660,000/7500 pomelo fruits, the total marketing margin is IDR 78,750,000/7500 fruits, and the total marketing profit is IDR 46,790,000. In Marketing Channel II, the total marketing cost is IDR 1,175,000/300 fruits, the marketing margin is IDR 2,250,000 and the total marketing profit is IDR 1,075,000. Marketing Channel II is the most efficient pomelo marketing channel because it has the lowest marketing margin, which is IDR. 2,250,000/300 pieces and has the highest Farmer's Share value, namely 57.14%.
Abstract:In the growing world of e-commerce, product promotion and marketing via digital platforms is becoming increasingly important. One strategy that has become a trend in an effort to increase product sales is collaborating with…
ith influencers in live sessions on the Shopee platform. This research focuses on analyzing consumer decision strategies to make impulse purchases of products in collaboration with influencers on Shopee Live. SEM-PLS method is used to identify and understand the factors that influence consumer impulse purchasing decisions in the context of products collaborating with influencers. By collecting data through questionnaires from 100 active respondents on the Shopee Live Indonesia platform, this research aims to provide in-depth insight into how influencers influence impulse buying decisions and how live streaming interactions can influence consumer behavior. The findings from this research are expected to provide guidance for e-commerce and marketing industry players to improve promotional strategies and maximize sales potential through live-streaming platforms.
Abstract:Compared to traditional-based advertising, innovations in digital advertising techniques by e-commerce players have now attracted repurchase interest from various generations, including millennials. Therefore, this study…
aims to evaluate the influence of Shopee "COD Cek Dulu" advertising and celebrity endorsers on repurchase interest, mediated by purchase decisions. Using purposive sampling, this study involved 300 millennial respondents who are Shopee “COD Cek Dulu” consumers and employed a quantitative approach based on data analysis through Smart PLS. The results revealed that Shopee "COD Cek Dulu" advertising and celebrity endorsers significantly positively affect purchase decisions. Moreover, purchase decisions have a significant positive effect on repurchase interest and were found to mediate the relationship between Shopee "COD Cek Dulu" advertising and celebrity endorsers with millennials' repurchase interest. However, while celebrity endorsers showed a significant positive effect on repurchase interest, advertising had an insignificant effect on repurchase interest.
Abstract:The aim of this research is to determine the influence of product quality and price perception on purchasing decisions for Pixy cometics products at Watson, East Jakarta. The analysis method in this research uses primary…
data. The test stages carried out were validity tests, reliability tests, classical assumption tests (normality test, multicollinearity test, heteroscedasticity test), multiple linear regression analysis tests, T test, F test, and coefficient of determination test (R2). The data used in this research used a questionnaire questionnaire via Google Form and consisted of 100 respondents. The sampling method in this research is non-probability sampling with a purposive sampling technique. The testing tool used in this research is IBM SPSS 26 software. The results of this research show that simultaneously the product quality variable and the price perception variable have a significant influence on purchasing decisions for Pixy cosmetic products at Watson, East Jakarta. Partially, the product quality variable has a positive and significant effect on purchasing decisions, and the price perception variable has a positive and significant effect on purchasing decisions for consumers of Pixy cosmetic products at Watson, East Jakarta.
Abstract:This research aims to determine what factors influence the production and marketing of salted anchovies in Barru District, Sumpang Binangae Village, Barru Regency. The data used in this research are primary and secondary…
data. The analytical method used in this research is multiple linear regression analysis. The results of the research show that the factors that influence the production of salted anchovies in the variables of labor (X1) and capital (X2) simultaneously have a significant effect on the amount of salted anchovy production in Barru District, Sumpang Binangae Village, Barru Regency. The marketing channels for salted anchovies in Barru District, Sumpang Binangae Village, Barru Regency consist of 3 (three) marketing channel patterns, namely: salted anchovy processors-consumers; (2) salted anchovy processor-trader collector-consumer; (3) salted anchovy processors- collecting traders- retailers- consumers. The lowest marketing margin value is marketing channel I, namely IDR. 640/Kg while the highest marketing margin value in channel III is Rp. 8,640/Kg.
Abstract:The growth of MSMEs is increasingly widespread, especially the 777 fruit sweet shop business which markets various kinds of fruit, both local and imported. In the current era, MSME players should be able to utilize digital…
al media to market their products so that consumers become more familiar with the products produced by these MSMEs. This research aims to determine the marketing strategy carried out by the 777 fruit sweet shop business to increase sales. This research is descriptive research using a qualitative approach. The informant was determined deliberately, namely the business owner of Sweet Fruit Shop 777. The data collection procedures used in the research included observation, interviews, and documentation. The data obtained was analyzed using SWOT analysis. Based on the research results, show that the strategy implemented by the 777 fruit sweet shop business in Gowa Regency, South Sulawesi Province is in quadrant one, namely Aggressive (growth-oriented strategy), which is a very profitable situation with implementation through Marketing Strategy. The coordinates of point x are the coordinates of the IFAS strategy with a coordinate point of 2.83, while the coordinates of point y are the coordinates of the EFAS strategy with a coordinate point of 2.07. The strategy that needs to be improved in fruit marketing is to make maximum use of digital marketing to reach a wider market.
Abstract:This research aims to determine the marketing influence of Word of Mouth Marketing on the decision to purchase services from PT. JILC Branch My Pongti in Makassar City. The population in this research is JILC students My…
group is 252 people. The number of samples used was 71 people by using Slovin's sample theory. Data collection was carried out by using observation and questionnaire methods. Technical data analysis used is multiple linear regression analysis using statistics Product and Service Solution (SPSS) v.21. The multiple linear regression equation produces the equation Y = 5.451 + 0.697X1 + 0.052X2. Thus the results of this study found that The Word of Mouth variable has a positive and significant effect on decisions Consumer. The results of the correlation analysis of determination (R Square) were 0.487 or 48.7%. This shows that the percentage influence of the independent variable amounting to 48.7%. Meanwhile, the remaining 51.3% was influenced or explained by other variables not included in this research model. F count (32.327)> F table (3.128) with a significance level of 0.000 < 0.05. So hypothesis that is accepted is H1 which means variable X (Organic WOM and Amplified WOM) simultaneously has a significant influence on variable Y (Consumer Decision). Meanwhile, the t test results explain the calculated t for variable X1 is (7.185) > t table (1.995) with a significance level of 0.000 < 0.05. So H0 is rejected and the accepted hypothesis is H2 which means variable Organic WOM partially has a significant influence on the variables Y (Consumer Decision). The results of the partial test for variable X2 explain that t count 0.0494 > 0.05. So H3 is rejected and the accepted hypothesis is H0 which means that the Amplified WOM variable partially has no influence significant to variable Y (Consumer Decision).