Journal of Consumer Sciences

Tour Company’s Service Quality and Tourists’ Revisit Intention in Arusha Region Tourist Destinations

Dioscory Majaliwa — 2024-01-31

This study investigated the effect of tour companies’ service quality on tourists’ intention to revisit tourism destinations in the Arusha region. The general objective of this study is to examine the effect of tour companies’ service quality on tourists’ revisit intentions in Arusha tourist destinations. This study used a cross-sectional research design and employed a survey as the data-collection method. Respondents were selected using simple random sampling; 384 respondents were included in this study. Questionnaires were used to collect data from respondents at Arusha tourist destinations. Data were analyzed using descriptive statistics and a binary logistic regression model. The findings revealed that tangibles, responsiveness, and assurance had positive indices, implying that tourists were delighted by the service provided. The study establishes a positive relationship between tangibles, responsiveness, and assurance dimensions and tourists' revisit intentions, with a specific emphasis on the statistically significant connections of tangibles and responsiveness at p < 0.05, emphasizing the need to enhance these aspects to promote repeat visits to Arusha tourist destinations. However, assurance was found to have an insignificant relationship with tourists’ intentions to revisit. Therefore, tour companies, government entities, and tourism authorities should focus on improving tangibles and responsiveness dimensions to enhance tourists' intention to revisit.

Improving The E-Satisfaction and E-Loyalty Based on E-Trust and E-Service Quality on Shopee Customer

Dila Ayu Ramanda Kuska — 2024-01-31

The lack of consumer disloyalty in the shopping process, especially amid Shopee's dominance as a market leader, is the focal point of this research. Shopee managed to achieve top rankings in shaping customer loyalty in the online marketplace. This study aimed to identify several factors that affect customer loyalty on the Shopee platform through trust, good service at Shopee, and satisfaction. Considers related to the important role e-satisfaction plays as a mediating variable in understanding the impact of e-trust and e-service quality on Shopee customer loyalty. A quantitative research design was used, with 100 respondents receiving a questionnaire via Google Form, using simple random sampling techniques in data collection. Data analysis was performed through Structural Equation Modeling (SEM) using the SMART PLS application. Research findings show that the impact of e-trust on Shopee consumer loyalty is quite significant and that the quality of e-service also significantly impacts Shopee customer e-loyalty. In contrast, e-satisfaction is a mediator that significantly affects customers’ e-loyalty levels. Managers must focus on improving the quality of e-services for customer satisfaction. This can include continuous measurement and improvement in website consistency, response speed, and information availability.

The Role of 7P Marketing Mix toward Consumer Satisfaction and Loyalty of XYZ Beauty Clinic

Ade Agusti Alwinie — 2024-01-31

The XYZ Beauty Clinic has many branches throughout Indonesia, including the Metropolitan Mall (MM) Bekasi branch, which has been established since 2011. Over time, the XYZ MM Clinic has faced various challenges, such as a decrease in the frequency of customer visits. This study aims to analyze consumer perceptions, factors that affect consumer satisfaction and loyalty, and the level of satisfaction and loyalty of XYZ Beauty Clinic consumers. The study used a cross-sectional design. The sampling technique used purposive sampling involving 152 respondents who were at least 17 years old and had visited at least twice in the last year. Data were processed quantitatively using SEM-PLS, Customer Satisfaction Index (CSI), and Customer Loyalty Index (CLI) to test the hypotheses and measure the level of consumer satisfaction and loyalty. The results indicated that consumer perception with low satisfaction and low loyalty are consumers who work as entrepreneurs, consumers who earn less than 5 million a month, as well as consumers who live in Tangerang and Bogor. The marketing mix that affects consumer satisfaction includes product, promotion, process, people, and physical evidence. Customer satisfaction affects customer loyalty. The level of customer satisfaction shows satisfactory results and the level of customer loyalty shows loyal results. Based on the research results, clinics are advised to prioritize consumer groups with low perceptions of satisfaction

Analysis of Marketing Mix and MSME Loan Distribution Strategies at Bank Tabungan Negara

Rifki Salman Alfarizy — 2024-01-31

Bank Tabungan Negara (BTN), a state-owned company, is committed to the government to expand access to capital for all MSMEs. Bank BTN MSME, loan distribution performance, is still low and unable to meet the targets set by the government and regulators, so further studies need to be carried out through market research. This research aims to analyze the marketing mix on the decision to use BTN MSME loan products and formulate loan distribution strategies by improving the marketing mix in connection with the low performance of Bank BTN's MSME loan distribution. The sampling technique used convenience sampling involving 100 respondents, who were then analyzed using SEM-PLS and Importance Performance Analysis (IPA) matrix to determine priorities for improving the marketing mix. The results show a significant effect of the marketing mix variables product, price, place, promotion, people, and process on the decision to use a BTN MSME loan, while the physical evidence does not have a significant effect. There are five indicators of marketing mix variables that take in the high-priority quadrant of the IPA Matrix: price suitability, price affordability, processing time, convenience, and online channels. Based on research results, Bank BTN is advised to prioritize improvement strategies on these five variable indicators to increase BTN MSME loan distribution.

The Influence of Knowledge and Risk Perception on Food Label Reading Behavior among Adolescents in Rural and Urban Areas of Bogor

Rengganis Novyanti Hajijah — 2024-01-31

Reading food labels is one way consumers learn about the products they buy. This study determined the influence of knowledge and risk perception on food label reading behavior among adolescents in rural and urban Bogor. This study had a cross-sectional design. Purposive sampling was used to gather 132 participants, including 66 adolescents in rural areas and 66 adolescents in urban areas. The results showed that more than half of the participants had moderate knowledge of food labeling. The knowledge of the rural and urban samples was the same. Operational risk was the most perceived risk for both the rural and urban samples. There were no significant differences in all dimensions of risk perception between rural and urban youths. The average food label reading behavior score in rural areas was higher than that in urban areas. Psychological risk perception influences food label-reading behavior in rural areas. Overall, functional risk perception influenced food label-reading behavior. Based on these results, it is necessary to increase education on the importance of food labels to build good risk perception so that food label reading behavior increases.

Purchasing Decisions and Consumer Preferences of Millennials and Zoomers at Coffee Shops

Depicha Zambustya Zamborita — 2024-01-31

The transformational era has given rise to a new generation that is presumed to have different preferences than the previous generation. The proliferation of coffee shops has expanded consumer alternatives for purchasing decisions. This research aims to identify and segment Millennial and Zoomer consumers based on demographic, behavioral, and psychographic characteristics in the purchase of coffee beverages at coffee shops. The research employed a non-probability sampling method, specifically judgmental sampling, with a sample size of 180 coffee shop consumers in Madiun City. The data were analyzed using descriptive statistics, independent sample t-tests, and K-means clustering. The research findings indicate that millennials and Zoomer consumers tend to be dominated by females, mostly visiting once a week for leisure and prioritizing taste quality. There are significant differences between Millennial and Zoomer consumers in terms of promotional media attributes, WiFi/power outlet availability, live music entertainment, ordering process, and payment options. Based on consumer segmentation analysis, three segments were identified: coffee enthusiasts, adventurous coffee connoisseurs, and consumers who prioritize coffee beverage quality. The managerial implications for coffee shops involve directing marketing strategies specifically towards the adventurous taste segment and emphasizing quality by prioritizing innovation and differentiation in serving high-quality coffee beverages.

The Impulsive Buying Behavior of H&M Products in Gen-Z: The Role of Income and Self-Esteem

Nastasya Ryoko Bonang Tessy — 2024-01-31

Generation Z is currently the largest consumer in Indonesia; thus their values and priorities could lead to changes in consumption patterns and societal norms. This study examined the influence of income, self-esteem, and impulsive buying behavior of H&M products in Gen-Z. This research was conducted using a quantitative cross-sectional with a predictive design. Research respondents were obtained through a non-random accidental sampling of 374 Gen-Z who had made unplanned purchases of clothes from the H&M brand at least once in the past month. Data analysis was performed using correlation and multiple regression tests. The results showed that income and self-esteem could be used as predictors of impulse buying behavior. However, the income itself showed no contribution when self-esteem was controlled. Research implies that monitoring self-esteem and using interventions to increase self-esteem could help control impulse buying behavior that individuals, especially Gen-Z, usually do.

Enhancing Unit-linked Insurance Consumer Loyalty: The Role of Service Quality, Information Asymmetry, and Agent Marketing Strategies

Edi Yoga Prasetyo — 2024-02-09

Unit-linked insurance (PAYDI), Indonesia's top-selling life insurance product, has driven industrial growth in the last two decades through effective agent marketing. However, its complexity, blending protection, and investment have drawn criticism for consumers’ detriment and increasing complaints about insurance agent practices. This study aimed to achieve critical objectives by examining consumer perceptions of agent-provided service quality and distinguishing between active and lapsed policyholders as a measure of loyalty. It also seeks to construct a model that delineates the impact of service quality on consumer satisfaction and loyalty with information asymmetry as a moderating variable. This study used a cross-sectional research design, and gathered data through electronic questionnaires distributed to PAYDI insurance consumers. Purposive sampling was used to select participants, resulting in 159 respondents meeting the study’s criteria. Data analysis was conducted using Partial Least Squares Structural Equation Modelling (PLS-SEM). These findings underscore the critical influence of agent reliability and empathy on consumer satisfaction with information asymmetry emerging as a key moderator between satisfaction and loyalty. These results imply that reinforcing agent training in reliability, empathy, and efforts to minimize information asymmetry significantly enhances consumer satisfaction and loyalty in the insurance sector. This research suggests that companies should develop a Key Performance Indicator (KPI) and incentives for agents to enhance both customer acquisition and post-purchase services, ensure transparent information sharing, and set measurable satisfaction targets such as the Net Promoter Score (NPS). Future studies should focus on operational diversity and alternative proxies of firms.