Digital Consumer Insight untuk Membangun Promosi bagi UKM di Lingkungan Tangerang Kota

Educational activities about digital consumer insight to build SME promotions in the Tangerang City environment are carried out to help micro and small-scale businesses in the Tangerang City environment to develop the businesses they run. This activity was attended by 22 participants and was held in Cibodas Village in March 2020. The method used is 1) counseling and introduction to online business development, especially regarding consumer behavior in the digital era, 2) education about the activities and stages that consumers go through in making purchase decisions on various online platforms, 3) tutorials for consumers targeting on online platforms, 4) tutorials on utilizing the results of analysis of consumer information to develop marketing communication strategies in online platforms, 5) interactive discussions, and 6) evaluation. In particular, business development is focused on promotional activities on online platforms by utilizing information about consumer behavior in the digital era. This information is the result of previous research on the "consumer journey on social media". The result of this community service activity is the development of participant understanding regarding consumer behavior on social media, increased understanding and ability of participants in utilizing various features and facilities of social media for business purposes, and increasing participants' ability to create business content on social media. In conclusion, it is known that community service activities aimed at increasing the understanding and technical capabilities of MSME actors need to be carried out and developed to support the empowerment of the micro, small, and medium industrial sector in Indonesia.

Why customers make mobile payments? Applying a means-end chain approach

PurposeThis study aims to explore the motivational factors (or value components) using a consumer-centric view to enable consumer make mobile payments (mPayments).Design/methodology/approachMeans-end chain (MEC) theory, an exploratory approach was employed to understand personally relevant reasons for consumer use mPayments in India. In addition, the MEC phenomenon was investigated by examining the relationships among the three layers Attribute-Consequence-Value (A-C-V).FindingsThe study revealed the most important attribute to be handling money, followed by ease of use (consequence) and convenience as value. There was a wider recognition and penetration for acceptance of mPayments in smaller amounts or micro-payments with vendors, specifically in urban cities.Originality/valueThis research is the first of its kind wherein the concept of MEC has been utilized to evaluate why consumers make mPayments and demonstrate a novel approach to explore consumer insight into this domain.

A family-enterprise collective certification trademark: consumer insight

PurposeThe purpose of this study is to find out how consumers respond to a proposed family-enterprise collective certification trademark and how they perceive family firms in general.Design/methodology/approachThe paper employs a quantitative approach. It draws on a questionnaire survey conducted among 1,091 Polish consumers in January 2018. Statistical methods, such as exploratory factor analysis, were applied.FindingsPolish consumers responded positively to the proposed trademark. It also turned out that those who pay attention to the producer or the brand owner in a given sector also pay attention to the symbols placed on products or services from these sectors. There was a strong relationship between consumers' positive perceptions of family firms and their assessments of the proposed trademark. This did not extend to negative perceptions. The findings from this study may be generalisable to other post-communist societies.Practical implicationsFamily firms should redouble their efforts to introduce a family-enterprise collective certification trademark (not only in Poland, but also in those countries where such a trademark is non-existent). This should be handled by umbrella bodies for family business.Originality/valueLittle research work, based on a large and representative sample, has so far focussed on the issue of how consumers respond to a family-enterprise identity. The value of this study lies in deepening understanding of the processes and mechanisms that underlie the organisation–consumer relationship within the context of family-enterprise operation.

IT-Governance Framework Considering Service Quality and Information Security in Banks in India

This study proposes an IT-Governance framework for the Indian Banking Industry. This research explores the factors predicting customer loyalty in retail banking. The classical SERVQUAL model that captures consumer insight of a service along the five dimensions (reliability, assurance, tangibles, empathy, responsiveness) and is combined with three critical factors of cyber / information security, namely confidentiality, integrity and availability (CIA) to generate a conceptual framework for IT-governance in Indian Banking. A survey with more than 150 respondents was conducted. The study concludes that customers have a moderate to low perception on current Indian banking infrastructure and other dimensions of services quality it provides, while a highly favourable perception of the parameters of information security and hence, it can be leveraged to implement certain critical policies of the government with requires confidentiality and integrity.