Journal of Consumer Sciences

The Power of Branding on Reviving Ride-Hailing’s Customer Recovery after Service Failure

2024-12-03T08:58:32+07:00

Ride-hailing services are important part of urban transportation in Indonesia in Indonesia. While they provide convenience and flexibility to millions of customers, service failures are inevitable and can significantly impact customer satisfaction and retention. Therefore, effective recovery strategies are essential. This study examined the impact of brand image and passion on affective commitment and brand equity, which in turn affect service recovery satisfaction and repatronage intentions in Jakarta. It focuses on the emotional and psychological mechanisms that drive service recovery satisfaction and repatronage intentions, in contrast to previous studies that primarily focused on general consumer behavior. Using a quantitative survey research design, data was collected through face-to-face interviews using a structured questionnaire administered to 103 respondents selected via convenience sampling. The Structural Equation Modeling-Partial Least Squares (SEM-PLS) technique was employed due to its capacity to effectively manage complex models with smaller samples. It is suitable for the exploratory nature of this study. The findings indicate that brand image positively affects affective commitment and brand equity. Brand passion strongly influences both affective commitment and brand equity. Affective commitment significantly impacts recovery satisfaction and repatronage intentions, while brand equity also predicts both outcomes. These results highlight the importance of strategic branding and affective commitment in the service recovery process and provide important insights for improving customer retention strategies in the competitive ride-hailing sector. Despite the findings, this study has several limitations. Its focus on Gojek customers in Indonesia, the cross-sectional design, and omission of moderating factors may limit the generalizability and depth of the findings. These suggest the need for more diverse samples, longitudinal studies, and the inclusion of additional constructs in future research. The study not only contributes to the theoretical framework of consumer-brand relationships but also provides practical implications for brand managers aiming to enhance customer repatronage intention through effective recovery efforts.

Intention to Use and Over-Ordering in Online Food Delivery Services: An Extension of the Theory of Planned Behavior

2024-12-03T08:58:31+07:00

Online food delivery (OFD) services can shape consumer habits through regular use. Although promotions attract consumers, they may also encourage food waste. This study analyzes factors influencing the intention to use OFD services and over-ordering behaviors by extending the Theory of Planned Behavior (TPB) with variables such as sales promotion and leftover reuse. The study used purposive sampling and collected data from an online survey of 253 OFD service users in Jabodetabek. Descriptive analysis and Partial Least Squares-Structural Equation Modeling (PLS-SEM) were applied. Results showed that most of the OFD users in this study were female residents of Bogor and Jakarta, aged 25 - 35 years old, single, holding a bachelor's degree, employed, with monthly incomes of IDR5,000,000 and IDR10,000,000, and spending IDR1,000,000 - IDR2,000,000 per month on food. Intention to use was influenced by attitude and subjective norms, while over-ordering was influenced by sales promotion and intention to use. The leftover reuse variable did not significantly influence the intention to use or over-ordering. Implications include encouraging continued OFD use through targeted advertising and features to help users manage consumption behavior, such as setting order reminders, providing nutritional information, and offering personalized portion recommendations. This study’s novelty lies in introducing a new variable and demonstrating that sales promotions can encourage over-ordering.

The Effects of Sonic Logo and Visual Logo Repetition Towards Brand Recall, Recognition, Attitude, and Purchase Intention

2024-12-03T08:58:31+07:00

Most Indonesian e-commerce brands use sensory marketing, such as repetition of sonic logos and visual logos, in their advertisements. This research investigates the impact of repeated exposure to sonic logo and visual logos in advertisements on brand recall, brand recognition, attitudes toward the brand, and purchase intention. This study employed an experimental design with three repetition levels: one, three, and seven repetitions. The sample comprises individuals from the target market of Indonesian e-commerce platforms, selected through probability random sampling. The total sample is 300, with 100 participants in each group. The hypotheses were tested using one-way analysis of variance (ANOVA) to determine the significance of differences between groups. The results indicate that the repetition of sonic logo and visual logos in advertisements significantly enhances brand recall and recognition, positively influences attitudes toward the brand, and increases purchase intention. Industry players are advised to use sonic logos and visual logo repetition considering its significant effect on a brand. The recommended number of repetitions is three times to assess the effect of changes in the brand. Although additional repetitions beyond three may further enhance these effects, the incremental benefit diminishes.

Reusable Container Usage on a Daily Basis: A Systematic Literature Review

2024-12-03T08:58:30+07:00

The issue of plastic waste is a serious social, economic, and cultural issue. Many efforts have been made to reduce the use of disposable food containers and the environmental impact of plastic waste. This study aims to provide an overview of pro-environmental behavior in the context of the daily use of reusable cups. The literature review evaluated 53 scientific papers from Scopus, Publish or Perish and citation searches, released from 2014 to 2024, to analyze drivers, mediating factors, moderating factors, and outcomes related to the daily use of reusable containers. The study identifies key contextual, situational, psychological, and demographic factors influencing the daily use of reusable containers. It also highlights enablers and barriers to adopting this habit, such as environmental messaging, social norms, and financial incentives. The research provides a comprehensive overview of the enabler and barrier factors as well as other factors that influence the use of reusable containers and suggests that the impact of these factors can be understood through the stimuli-organism-response framework. Our findings add to the understanding of drivers that encourage pro-environmental behavior. Policymakers can use these insights to design more effective interventions to promote reusable container use, such as implementing financial incentives or stricter regulations on single-use plastics. Businesses can use these findings to align their marketing strategies with consumer preferences and behaviors related to environmental sustainability.

Investigating Family Vulnerability, Financial Attitudes and Debt Behavior of Bank Emok Borrowers

2024-12-03T08:58:30+07:00

Bank Emok continues to be a significant part of family finances despite the high-interest burden associated with it. Bank Emok is an informal financial institution in Indonesia that provides money-lending services to the community by traveling or visiting customers directly. This study analyzes the influence of family vulnerability and financial attitudes on debt behaviors among families who are customers of Bank Emok. Conducted as a cross-sectional study with a sample of 150 wives selected through simple random sampling in the Tanah Sereal Sub-district of Bogor City, results show that almost half of the families exhibit low family vulnerability, low financial attitudes, and moderate debt behavior. Family vulnerability shows significant difference between poor and non-poor families according to 1.5x Bogor City’s and World Bank’s Poverty Line 2022. Regression tests showed that financial attitudes, length of husband's education, per capita income, and attendance mechanisms had a significant positive effect on debt behavior. In conclusion, to decrease family vulnerability and increase financial attitudes toward debt behavior, it is important for families to improve their financial attitudes and manage household financial skills through financial management training conducted at each meeting.

The Role of Motivation and Reference Group on Functional Food Consumption Behavior

2024-12-03T08:58:29+07:00

The advancement of food science and technology has encouraged the development of functional foods in Indonesia. This study aimed to examine the influence of motivation and reference groups on functional food consumption behavior. This cross-sectional research involved 204 active students of IPB University who were selected using the simple random sampling technique. The data were analyzed using descriptive and inferential data analysis. The linear regression tests revealed that pocket money, reference groups, and motivation positively affected the frequency of functional food consumption. In addition, motivation had a significant positive effect on the number of types of functional foods consumed. The results showed that students' motivation to consume functional foods was low. In light of these findings, the government should actively promote the consumption of functional foods by regulating the prices of functional food sources in the market. Universities and industry producers must collaborate to conduct extensive outreach and education to effectively disseminate information about functional foods.

Towards a Greener Future: Factors Impacting Eco-Friendly Shopping Bag Adoption in Retail Sector

2024-12-03T08:58:29+07:00

Green consumer behavior relates to product usage that considers environmental impact, such as utilizing eco-friendly shopping bags instead of plastic bags. Internal and external factors, including awareness, expectations, and eco-friendly product marketing influence this behavior. This study analyzes the factors influencing green consumer behavior regarding eco-friendly shopping bag usage. Data were collected from 115 modern retail customers using convinience sampling. The analysis employed descriptive and structural equation modelling techniques. Results indicate that eco-friendly shopping bags as a means to protect future generations from plastic waste’s negative impacts while reducing current environmental plastic waste. The study found that waste sorting and product reuse can overcome the problem of environmental plastic waste. Environmental protection awareness and products marketing significantly influence green consumer behavior. Public awareness of environmentally friendly products can be enhanced through green marketing, which includes disseminating knowledge and information about green consumer behavior. This study suggests that improving public awareness requires promoting environmental protection through eco-friendly product marketing. Additionally, incorporating environmental behavior knowledge into marketing activities can increase green consumer behavior among shopping bag users.

Nutrition Information and Health Message on Sugar, Salt, and Fat Content on Ready-to-Serve Food Products in Indonesia: An Examination of Consumer and Producer Perspectives

2024-12-03T08:58:28+07:00

The popularity of ready-to-serve foods has increased in Indonesia, particularly among busy consumers with limited time for cooking at home. However, the consumption of ready-to-serve foods high in sugar, salt, and fat (SSF) has prompted concerns regarding their potential adverse health impacts when consumed excessively. The present study aimed to investigate consumers’ behavior and perception regarding the purchase of ready-to-serve foods and the practice of food producers in providing these products. The study employed a structured questionnaire involving 100 consumers selected based on purposive sampling. Additionally, focus group discussions were conducted with 80 ready-to-serve food producers across five Indonesian cities using a cross-sectional research design. The data analysis, conducted using binary logistics, yielded significant findings regarding the relationship between consumers’ income and their purchase decisions regarding ready-to-serve food. This study revealed that price (42%), taste (31%), and accessibility (23%) were the primary factors influencing consumers’ food choices. However, it also indicated that nutrition and health aspects received inadequate attention from consumers, which is a cause for concern. Concurrently, the producers who participated in this study indicated that they prioritize sanitation and hygiene (53.8%) in their food production, citing regulatory requirements as the primary driver of this practice. It is regrettable that the majority of the producers (92.5%) lacked information regarding the nutrition content of their products. Moreover, they did not actively contribute (2%-11%) to controlling SSF levels except to respond to consumers’ demands. These findings underscore the necessity for enhanced awareness campaigns and implementation strategies involving all stakeholders to promote healthier, ready-to-serve foods. The implications of these findings for future policy and practice are significant, highlighting the need for a more comprehensive approach to nutrition education and labeling in the ready-to-serve food industry in Indonesia.