Marketing and Business Strategy

E-Marketing Model For A Globally Competitive Micro, Small And Medium-Sized Enterprise Sector: Insights From Nigeria

2025-05-14T13:20:39+07:00

Nigeria, particularly its southeastern region, is home to numerous micro, small, and medium enterprises (MSMEs) that contribute significantly to the nation's economy. Despite facing various challenges, MSMEs account for 84% of total employment and contribute 48.47% to Nigeria’s GDP, according to the Small and Medium Enterprises Development Agency of Nigeria and the National Bureau of Statistics (2013). However, these enterprises struggle with limited patronage and low global competitiveness, largely due to restricted access to modern technology. This study emphasizes the urgent need for a strategic, modern marketing approach to boost the visibility and acceptance of made-in-Nigeria products. It proposes a 5Ps marketing model product, price, place, promotion, and people integrated within a modified Technology Acceptance Model (TAM). The study explores MSMEs’ awareness, drivers, and intentions to adopt e-marketing strategies. Using SmartPLS structural equation modeling on data from 181 respondents, the research confirms that the 5Ps, along with perceived usefulness, perceived ease of use, and attitude, significantly influence the intention to adopt e-marketing. The study offers both theoretical insights and practical recommendations to enhance MSMEs’ marketing capabilities, increase customer engagement, and improve the adoption of digital strategies necessary for global competitiveness.

From Discounts to Impulse Buys: How Shopping Lifestyles and Positive Emotions Influence Consumer Behavior

2025-04-28T11:40:40+07:00

This study investigates how discounts and shopping lifestyle influence impulsive purchases among Shopee users in Central Jakarta, with positive emotions as an intervening variable and viewed from an Islamic perspective. A total of 144 respondents were selected using purposive sampling. Data was collected through a questionnaire-based survey and analyzed using Partial Least Square Structural Equation Modeling (PLS-SEM) and SPSS. The findings revealed that discounts do not directly affect impulsive purchases but do have a significant positive impact on positive emotions. In contrast, shopping lifestyle significantly influences both impulsive purchases and positive emotions. Furthermore, positive emotions significantly impact impulsive buying behavior and mediate the relationship between discounts and impulsive purchases, as well as between shopping lifestyle and impulsive purchases. From a managerial standpoint, businesses can strategically offer discounts during holidays or weekends to trigger positive emotions and boost sales. Enhancing the overall shopping experience through appealing app interfaces, engaging content, and responsive customer service can foster positive emotions that drive impulsive purchases. From an Islamic perspective, ethical marketing practices that avoid deception and encourage moderation in consumption should be upheld, ensuring that promotional efforts align with Islamic principles of fairness, honesty, and responsible consumer behavior.

Amplifying Influence: The Role of Brand Ambassadors in the Relationship Between Korean Wave and K-Pop Merchandise Purchase Decisions

2025-05-14T13:58:16+07:00

The purpose of this study is to ascertain how brand image, electronic word-of-mouth, and the Korean wave affect consumer choices for K-pop merchandise with Brand Ambassadors as moderator variables for the case study at X in East Jakarta. This research uses an associative research strategy. The data collection technique is through a questionnaire with a simple random sampling technique. The SEM-PLS method was used to analyze the data. All customers who have bought NCT K-Pop items make up the research population. There were 260 samples in total, chosen by multiplying the number of indicators by 10. The study's findings indicate that buying decisions are significantly influenced by the Korean Wave, brand image, and brand ambassadors. Electronic word-of-mouth has no discernible impact on purchasing decisions. Other than that a Brand Ambassador is able to moderate the significant influence of the Korean Wave. At the same time, Brand Image and Electronic word of mouth are indirectly unable to moderate Purchase Decisions.

Maximizing Sales: The Effect of Instagram, Brand Ambassadors and Product Quality

2024-10-27T16:35:22+07:00

This study investigates the influence of Instagram social media, brand ambassadors, and product quality on purchasing decisions for specific skincare products, incorporating an Islamic perspective. The novelty lies in its integration of these factors while emphasizing the dominant role of product quality over social media influence. Using purposive sampling, the study surveyed 100 respondents. Data analysis was conducted through multiple regression analysis, including t-tests and F-tests. The results revealed that (1) Instagram has a positive but marginal impact on purchasing decisions, (2) brand ambassadors also have a slight positive effect, and (3) product quality has a significant and positive impact on consumer decisions. Furthermore, all variables collectively have a significant influence on purchasing behavior. From a managerial perspective, these findings suggest that businesses should leverage Instagram by producing visually engaging content that resonates with their target audience. Additionally, selecting brand ambassadors who align with the company’s values and exhibit strong social influence can improve brand credibility and consumer trust. Most importantly, focusing on product quality, in accordance with Islamic values of honesty and integrity, plays a crucial role in shaping consumer choices and fostering long-term brand loyalty.

Decoding the Buyer’s Mind: The Role of Promotion and Brand Image in Purchase Decisions

2025-05-06T11:42:29+07:00

This study aims to analyze the extent to which promotion and brand image influence the purchasing decisions of Shopee customers in East Jakarta. Using a quantitative approach with survey methods and multiple linear regression analysis, the results of the study indicate that both promotion and brand image simultaneously and partially have a positive and significant effect on purchasing decisions. This finding means that attractive promotions such as discounts, cashback, and flash sales, as well as a strong and positive brand image can encourage consumers to make purchases. This study investigates how promotion and brand image influence purchasing decisions among Shopee customers in East Jakarta using a quantitative survey and regression analysis. Results show that brand image has a significant positive effect, while promotion does not significantly influence purchasing decisions when examined individually. The managerial implications of these findings are that Shopee management needs to continue to optimize promotional strategies creatively and consistently to maintain and increase customer loyalty. In addition, building and maintaining a positive brand image through service quality, platform appearance, and good interaction with consumers are important keys to strengthening competitiveness in the competitive e-commerce market.