Journal of Consumer Sciences
EISSN : 2460-8963
Current Publisher: Institut Pertanian Bogor (10.29244)
Total articles ≅ 54
Latest articles in this journal
Journal of Consumer Sciences, Volume 6, pp 1-19; doi:10.29244/jcs.6.1.1-19
In 2018, Telkomsel's core business shifted its main services from Telephone and SMS services to Data and Digital services, since a declining trend of revenue starting 2014. However, telephone service still contributed 28.4% to the revenue and was the second largest, while SMS gave 4.1%. This research predicts voice package buyers using predictive analytics to identify customer profiles and significant variables to form appropriate target customer segmentation. Logistic regression was used to predict customers who would buy voice packages using 15 input variables. Next, analytics was done by dividing the data into 70% training data sets and 30% testing data obtained from customer voice package user data. The model accuracy gained 97.2%, and the top seven significant variables were formed. Then five clusters of customer segmentation were formed based on top significant variables using the K-Means clustering technique. Based on the results of the prediction model and clustering, behavioral targeting was conducted to provide targeted gimmick products based on five segmentations formed, and then it was divided into two main target customers by considering the similarity of behaviors based on revenue voice, minutes of voice usage, voice transactions, day of voice usage and data payload, thus it was more targeted.
Journal of Consumer Sciences, Volume 6, pp 77-91; doi:10.29244/jcs.6.1.77-91
Impulsive buying is an unplanned purchase decision due to stimulation from the shopping environment. This study aims to analyze the consumer characteristics and sales promotion, knowledge, and impulsive buying and the influence of consumer characteristics, sales promotion, and knowledge on impulsive buying. The study used a cross-sectional study design, which was conducted from December 2019 to January 2020. In this study, respondents were 145 Shopee users who made purchases in the last three months selected purposively. Data were collected by filling out an online questionnaire. The results showed that the length of education was related to sales promotion and knowledge, while income and promotion were related to impulsive buying. Meanwhile, a factor that has a positive effect on impulsive buying is sales promotion. Unplanned online purchases are most often made in the middle of the month, and promotions are the most influential in purchasing decisions.
Journal of Consumer Sciences, Volume 6, pp 62-76; doi:10.29244/jcs.6.1.62-76
This study aims to determine the effect of ethnocentrism, animosity, product country image, and brand image on the willingness to buy Chinese car products. Data were collected from Chinese car users and potential car buyers. The purposive sampling technique was chosen in this study, which resulted in 300 respondents for analysis. Data were analysed using exploratory factor analysis and structural equation modelling. The results showed that ethnocentrism had a significant positive effect on animosity and had a significant negative effect on brand image, animosity had a significant negative effect on willingness to buy, the brand image had a positive and significant effect on willingness to buy, and product country image had a significant positive effect on brand image. Meanwhile, ethnocentrism and product country image do not affect willingness to buy. This study helps to improve our understanding of consumer behaviour regarding the purchase of foreign products.
Journal of Consumer Sciences, Volume 6, pp 20-39; doi:10.29244/jcs.6.1.20-39
The study investigates the perception of acceptability of Nigerian females on beaded jewellery empowerment for entrepreneurial development. Four research questions with two null hypotheses were formulated and tested. Descriptive research of a survey type was adopted. 70 female students from fine and applied arts and 70 female adults from Ilorin metropolis, Nigeria were used. Proportional sampling technique was used to select the 140 participants. A self-structured questionnaire with six sections was used to seek information from them. Data collected were analyzed using frequency and percentage while the hypotheses were tested using chi-square at 0.05 level of significance. Based on the findings, the participants perceived that: beads are the major materials used, the skill might occupy a female’s time and generate income. Profits realized can be substantial for the producers and sellers. The six self -samples were accepted based on colour, design, texture and shape. It can be concluded that the skill might be acquired, used to curb female idleness and unemployment. Among the recommendations stated are: bead crafts should be included in the curriculum at all levels of study, and more aware of its acceptance on mass media and fashion shows for love of beads concerning culture, value and significance.
Journal of Consumer Sciences, Volume 6, pp 40-61; doi:10.29244/jcs.6.1.40-61
PT Pelita Air Service or PT PAS is a subsidiary of PT Pertamina (Persero) in aviation. In 2018, PT PAS changed its company logo. It is one of the corporate re-branding strategies that aimed to create a good brand image to increase the various services' purchase intention. This study aims to determine the effect of corporate re-branding on purchase intention through the brand image of PT PAS. This study used a quantitative associative approach with the survey method. Based on the sampling method, namely purposive sampling, the survey was performed on 97 respondents who knew about PT PAS. The results showed a direct and significant impact between corporate re-branding on purchase intention through the brand image of PT PAS with 0.375. Meanwhile, the direct effect of corporate re-branding on purchase intention is -0.083. Brand image becomes a mediator between corporate re-branding in increasing its influence on purchase intention. This research is expected to be a reference for PT PAS in evaluating its corporate re-branding strategy to form a better brand image and subsequently increase purchase intention for the services it offers.
Journal of Consumer Sciences, Volume 5, pp 73-86; doi:10.29244/jcs.5.2.73-86
This research aims to analyze the effect of financial literacy and self-control on financial behavior among Bogor High School students. This research was conducted in two public high schools in Bogor, West Java, Indonesia, that were selected based on the level of passing grade of the school (high-grade and low grade). In collecting the data, this study used a self-administered questionnaire. About 113 of senior high school students from science and social majors were selected as the sample. This study found that financial knowledge and financial attitude were on a moderate level. High-grade school students tend to have better financial knowledge and attitude than those from low-grade schools. The results of this study also show that the self-control of students was classified as a low category. Those from low-grade schools were more likely to have better self-control compared to students from the high-grade school. Furthermore, financial behavior, which consists of saving and spending behavior, were categorized as poor. There was a significant difference in financial knowledge, financial attitude, and self-control among both schools. The financial attitude was positively significantly related to financial knowledge and behavior. Self-control was associated positively with financial behavior. Further analysis of multiple linear regression shows a positive and significant effect of financial attitude and self-control towards financial behavior.
Journal of Consumer Sciences, Volume 5, pp 139-156; doi:10.29244/jcs.5.2.139-156
Competition in the recruitment of graduate students is increasingly tight with the large number of tertiary institutions offering graduate education programs. Universities must develop more competitive marketing strategies to win the competition in the student recruitment market. This study aims to analyze the effect of the marketing mix on brand-image, motivation, and student decisions in choosing a graduate education at the Bogor Agricultural University (IPB) as the place to pursue graduate study. This study uses a causality approach with survey techniques to explain the causal relationship between marketing mix variables, brand image, motivation, and student decisions. The data of this study were collected using a questionnaire from 255 master program students of IPB. Structural Equation Modeling (SEM) is used to analyze the causal relationship between marketing mix with brand-image, motivation, and student decisions. The results showed that products, promotions, people, and physical evidence significantly influence brand-image. Product, place, process, people, physical evidence, and brand image have a significant influence on motivation. The product, promotion, process, people, brand image, and motivation influence the student’s decision. Policy-makers at IPB can consider the findings of this study, while developing a graduate education marketing plan, to increase the number of new students.
Journal of Consumer Sciences, Volume 5, pp 124-138; doi:10.29244/jcs.5.2.124-138
The advancement of mobile devices and their usage has increased the uptake of fintech innovation. These new technologies should provide ease of use and give advantages to their customers. On the other side, mobile application security threats have increased tremendously and have become a great challenge for both users, in this case, as customers, and fintech innovators. Meanwhile, service should be promoted to the customers to establish fintech's brand to society. This research empirically examined the components affecting the expectations of users to adopt fintech. By collecting 100 samples who have already used a couple of brands of Fintech and Sakuku as their payment method, and by utilizing Structural Equation Modeling- Partial Least Square (SEM-PLS) as the technique of analysis, the empirical results definitely confirmed that perceived ease of use (PEOU) and promotion positively and significantly affected the customer trust. Meanwhile, security did not significantly affect trust. The finding also implied that in order to increase the fintech adoption rate, customer trust should be built.
Journal of Consumer Sciences, Volume 5, pp 102-123; doi:10.29244/jcs.5.2.102-123
This research gave attention to three factors that influence individuals in making investment decisions, motivation, locus of control, and financial literacy. This study generally aims to compare and analyze the effect of motivation, locus of control, and financial literacy on investment decisions on the families of the baby boomers generation, generation X, and generation Y. This study applied a direct interview method and uses a questionnaire as a data collection tool. Thirty housewives from each generation were interviewed. The results showed a significant difference in motivation and financia literacy between the three generations. The results also showed that all variables had a significant effect on investment decisions in each generation. Otherwise, overall, only the locus of control variable that has no significant effect on investment decisions. Based on this, the government together with investment service providers need to formulate an appropriate program. Apart from the education provided through educators, the program can also be provided with socialization and consultation services, either directly or indirectly. Development of supporting infrastructure and public access to financial institutions, products or services according to their needs and capacities also need attention.
Journal of Consumer Sciences, Volume 5, pp 87-101; doi:10.29244/jcs.5.2.87-101
The study assessed money management on Nigerian undergraduates at the University of Ilorin, Nigeria. Six research questions and four hypotheses were formulated. Descriptive research of a survey type was adopted. There were 16 faculties with five were selected purposively. The snowball method was used to select the sample size from the total population. A self-structured questionnaire was used to elicit information from the participants. Data collected were analyzed using frequency and percentage, while hypotheses were tested using ANOVA at 0.05 level of significance. Based on the findings, the participants agreed that they had different sources of money to make use of with a grand mean score of 2.83, while the course of study, religious beliefs, relationship status, and lifestyle influenced their money management with grand mean scores 2.80, 2.56, 2.85 and 2.70 respectively. The research hypotheses depicted the insignificant effect on religious beliefs, lifestyle, and relationship status had on money management, but only the effect of undergraduates' course of study was significant, and thus, the hypothesis was rejected. Conclusively, every undergraduate should apply a good pattern of financial behavior for improvement and sensitize themselves on money appropriateness since they will become future managers and decision-makers that will generate future revenues.