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Journal articles on the topic 'Marketing attractiveness'

Author: Grafiati

Published: 28 May 2022

Last updated: 30 July 2025

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1

Gladka, Olena, and Victoria Fedorova. "Defining personnel marketing strategies." Business: Theory and Practice 20 (March 15, 2019): 146–57. http://dx.doi.org/10.3846/btp.2019.14.

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The purpose of the study is to develop methodological basis as to the justification and selection of personnel marketing strategy based on logical analysis and systematic approach. The strategy is suggested to be developed taking into consideration external personnel marketing strategy and internal one. The former is based on the capacity of an employer to meet expectations of potential personnel and is aimed at forming enterprise’s external attractiveness as an employer. The latter is based on the capacity of an employer to satisfy expectations of existing personnel and is aimed at forming en

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Gladka, Olena, and Viktoriya Fedorova. "Defining personnel marketing strategies." Business: Theory and Practice 20 (March 15, 2019): 146–57. https://doi.org/10.3846/btp.2019.14.

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The purpose of the study is to develop methodological basis as to the justification and selection of personnel marketing strategy based on logical analysis and systematic approach. The strategy is suggested to be developed taking into consideration external personnel marketing strategy and internal one. The former is based on the capacity of an employer to meet expectations of potential personnel and is aimed at forming enterprise's external attractiveness as an employer. The latter is based on the capacity of an employer to satisfy expectations of existing personnel and is aimed at forming en

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Kovalska, Liubov. "MARKETING STRATEGY FOR INCREASING THE ATTRACTIVENESS OF TOURIST DESTINATIONS." Proceedings of Scientific Works of Cherkasy State Technological University Series Economic Sciences 26, no. 74(1) (2025): 36–43. https://doi.org/10.24025/2306-4420.1(74).2025.326275.

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The article is devoted to the issues of development and justification of the choice of a marketing strategy to increase the attractiveness of tourist destinations. The article substantiates that the disruption of the stability of the economic system of the country and its regions as a result of military intervention and the strengthening of the destructive influence of economic and political factors led to a decrease in the attractiveness of the state as a whole, and tourist destinations in particular The purpose of the article is to justify the choice of a marketing strategy to increase the a

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Arief, Mohammad, Rita Indah Mustikowati, and Yustina Chrismardani. "Why customers buy an online product? The effects of advertising attractiveness, influencer marketing and online customer reviews." LBS Journal of Management & Research 21, no. 1 (2023): 81–99. http://dx.doi.org/10.1108/lbsjmr-09-2022-0052.

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PurposeDigitalization in marketing activities has made it easier for people to make purchase decision. This platform encourages every firm to optimize digitalization as part of its marketing strategy. Optimization of attractive digital marketing involves advertising attractiveness, influencer marketing and online customer reviews. This study aims to investigate advertising attractiveness, influencer marketing and online customer reviews on purchase decision.Design/methodology/approachThe study was conducted with a quantitative approach. A total of 120 respondents were involved in this study by

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Budnikevich, I. M., I. I. Havrysh, and I. G. Cherdantseva. "MARKETING ASSESSMENT OF STAKEHOLDERS’ ATTRACTIVENESS OF REGIONS." Proceedings of Scientific Works of Cherkasy State Technological University Series Economic Sciences, no. 63 (December 21, 2021): 14–22. http://dx.doi.org/10.24025/2306-4420.63.2021.248473.

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The article presents the author's approach to the classification of types of attractiveness of the region by introducing a new classification feature "by target audiences" - investment, business, settlement, migration, tourism, stakeholder. The stakeholder attractiveness of the region is singled out as a separate object of research, what is due to the impact of representative and public organizations on the development and implementation of policy decisions on the development of the attractiveness of the regions. By the authors was developed a multi-component methodology for assessing the attr

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Rusdianti, Endang, Paulus Wardoyo, and Sri Purwantini. "PENGARUH KUALITAS PRODUK DAN STRATEGI ATM TERHADAP KINERJA PEMASARAN DENGAN DAYA TARIK PRODUK SEBAGAI VARIABEL INTERVENING (Studi pada industri knalpot di Kab .Purbalingga )." Jurnal Dinamika Sosial Budaya 21, no. 1 (2019): 37. http://dx.doi.org/10.26623/jdsb.v21i1.1502.

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<p>This study aims to analyze the marketing performance of IKM Knalpot in Purbalingga Regency. The specific target of the research results is to analyze whether product quality and ATM strategy affect the attractiveness of the product and whether through the attraction of this product can be achieved the goal of increasing marketing. The method used is Regression technique using Smart PLs2. The type of data used is primary data obtained by using a questionnaire method on variable product quality, ATM strategy, product attractiveness and marketing performance. The respondents were 75 muff

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BUDNIKEVYCH, Iryna, and Iryna HAVRYSH. "REGIONAL POLICY OF FORMING BRAND ATTRACTIVENESS OF AGRARIAN REGIONS." MODELING THE DEVELOPMENT OF THE ECONOMIC SYSTEMS, no. 1 (March 28, 2024): 282–90. http://dx.doi.org/10.31891/mdes/2024-11-42.

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The relevance of the article is determined by the need for systematic and competent support of brands in the agricultural sector and agricultural regions of Ukraine using modern strategically oriented marketing and branding tools. The purpose of the article is to research theoretical and practical aspects of regional policy in forming the attractiveness of agricultural region brands; to substantiate the architecture of brand attractiveness marketing policy based on STP marketing methodology. The research was conducted at theoretical and empirical levels, based on the modern concept of regional

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Alaux, Christophe, and Léa Boutard. "Place Attractiveness and Events: From Economic Impacts to Place Marketing." JOURNAL OF INTERNATIONAL BUSINESS RESEARCH AND MARKETING 2, no. 4 (2017): 25–29. http://dx.doi.org/10.18775/jibrm.1849-8558.2015.24.3004.

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The research aims at studying the interactions between the concepts of attractiveness, place marketing and events through the prism of image and identity in a medium-long term vision. In a holistic approach, we will study the transversality of the impacts such as social, economic, touristic, effects and the interactions between the image and identity of places. The understanding of what goes beyond short-term economic impact could contribute to foster a long-term attractiveness and an endogenous development.

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Pecherkina, Irina F., Yuliya A. Shumilova, and Elizaveta S. Pereladova. "Marketing approach to the studies of a region’s image." Tyumen State University Herald. Social, Economic, and Law Research 6, no. 1 (2020): 281–300. http://dx.doi.org/10.21684/2411-7897-2020-6-1-281-300.

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This article explores the problems of studying the image of the region. A positive image of the region, formed in the target audience minds, increases the territory competitiveness, has a significant impact on the resource potential development, budget replenishment, and local production. In these conditions, the image management becomes a significant and relevant task that has important elements such as research and adequate evaluation of the image. This article aims to form a set of indicators that allow studying and evaluating the region’s image using the marketing approach point, through t

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Ferdinand, Augusty Tae, and Lili Karmela Fitriani. "ACCULTURATIVE ICONIC PRODUCT ATTRACTIVENESS AND MARKETING PERFORMANCE." Journal of Global Strategic Management 2, no. 9 (2015): 15. http://dx.doi.org/10.20460/jgsm.2015915570.

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Hendar, Hendar. "MEDIASI DAYA TARIK FASHION DALAM HUBUNGAN KEINOVASIAN PRODUK DENGAN KINERJA PEMASARAN." Jurnal Ekonomi dan Bisnis 20, no. 2 (2019): 30. http://dx.doi.org/10.30659/ekobis.20.2.30-47.

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This paper aims to investigate and examine the role of fashion attractiveness in mediating therelationship between product innovation (uniqueness and novelty) and marketing performance.A total of 229 small businesses in Indonesia were selected to be tested for regressionalrelationships of the four constructs. This study finds a positive influence of product novelty anduniqueness on fashion attractiveness, yet it does not affect marketing performance. Mediationanalysis shows that fashion attractiveness plays an important role in bridging the relationshipof product novelty and product uniqueness

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Harini Abrilia Setyawati. "Acculturative Esthetic Attractiveness and Indigenous Product Attractiveness Model: Development of New Concepts to Improve Marketing Performance of Community-Based MSMEs." Journal of Information Systems Engineering and Management 10, no. 35s (2025): 877–93. https://doi.org/10.52783/jisem.v10i35s.6157.

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The inventive potential of MSMEs has been instrumental in creating a competitive edge. Batik has emerged as a product that encountered significant competition, owing to its distinctive attributes intricately linked to the diverse resources present across various regions of Indonesia. These resources included background, geography, culture, and history. On the one hand, batik is rooted in indigenous values, but on the other, it is also open to acculturation. This research examined the impact of innovation capability on marketing performance, considering the mediating roles of acculturative esth

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Sinaga, Elizabeth M. R., Ida Ayu Suryasih, and I. Made Bayu Ariwangsa. "Strategi Pemasaran Daya Tarik Taman Wisata Iman Sitinjo Kabupaten Dairi Sumatera Utara." JURNAL DESTINASI PARIWISATA 11, no. 1 (2023): 167. http://dx.doi.org/10.24843/jdepar.2023.v11.i01.p22.

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The attraction of Taman Wisata Iman Sitinjo is one of the attractions that is currently pursuing marketing activities. The lack of promotional media as a means of marketing products and the lack of market from among tourists make the attraction of Taman Wisata Iman Sitinjo less well known by the wider community. The importance of marketing strategy is as a means of introducing, communicating, and marketing the attractiveness value of Taman Wisata Iman Sitinjo to be directed and effective. Therefore, this research is important to be carried out and aims to determine the internal and external fa

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Rahmatullah, Arwin, Heru Sutiono, and Titik Kusmantini. "GREEN MARKETING STRATEGY, GREEN SUPPLY CHAIN MANAGEMENT, ON BUSINESS PERFORMANCE: GREEN INNOVATION AS MEDIATION." Jurnal Riset Bisnis dan Manajemen 17, no. 2 (2024): 49–56. http://dx.doi.org/10.23969/jrbm.v17i2.16775.

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Due to competition, universities in the Bandung Raya metropolitan area have integrated digital marketing into their curricula. This unique study investigates variables not previously explored in private universities. It aims to guide educational institutions in enhancing digital marketing strategies to attract prospective students. Digital marketing effectiveness is evaluated based on market attractiveness, target market, and resource uniqueness. SEM analysis reveals that Market Attractiveness directly influences by 11.88% and indirectly by 6.54% through Target Market and 6.67% through Resourc

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Erpurini, Wala, and Undang Juju. "THE IMPACT OF TARGET MARKETS, UNIQUE RESOURCES & MARKET ATTRACTION ON DIGITAL MARKETING: THEIR SIGNIFICANCE FOR SELECTING POSTSECONDARY EDUCATION." Jurnal Riset Bisnis dan Manajemen 17, no. 2 (2024): 29–38. http://dx.doi.org/10.23969/jrbm.v17i2.12093.

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Due to competition, universities in the Bandung Raya metropolitan area have integrated digital marketing into their curricula. This unique study investigates variables not previously explored in private universities. It aims to guide educational institutions in enhancing digital marketing strategies to attract prospective students. Digital marketing effectiveness is evaluated based on market attractiveness, target market, and resource uniqueness. SEM analysis reveals that Market Attractiveness directly influences by 11.88% and indirectly by 6.54% through Target Market and 6.67% through Resourc

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Fajar, Faried, and Bambang Widjanarko Otok. "The Effect of Attractiveness, Expertise, Visual Attractiveness and Interactivity on Online Impulsive Buying Behavior." Jurnal Ilmiah Manajemen Kesatuan 12, no. 4 (2024): 1337–46. http://dx.doi.org/10.37641/jimkes.v12i4.2741.

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An innovative approach to product marketing through live streaming on TikTok can potentially encourage impulsive buying behavior among Indonesian customers, offering opportunities for e-commerce business owners to increase sales. This research focuses on identifying factors influencing impulsive purchasing decisions for fashion products through live streaming on TikTok, namely attractiveness, expertise, visual appeal, and interactivity. Using the Stimulus-Organism-Response (SOR) theoretical framework, this study explores consumer reactions and behaviors caused by stimulus factors which are the

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Sumantri, Dadan, and Taufiq Rahmat. "Increasing Tourist Intention To Visit Of Coastal And Marine Tourism Visits Through Digital Marketing." Jurnal Manajerial 10, no. 01 (2023): 81. http://dx.doi.org/10.30587/jurnalmanajerial.v10i01.4651.

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Background – The Covid-19 pandemic has made the world economy to experience a sharp decline, especially in the tourism sector. One of the tourism sectors affected is coastal and marine tourism. To increase the number of tourists again, many researchers state that digital marketing has a significant role. Aim – This study aims to examine the used model of digital marketing used by coastal and marine tourism actors so that they can be optimized to increase tourism attractiveness. Design / methodology / approach – The method used in this research is to use six steps, namely strategy d

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Kharlamova, Ganna. "Investment attractiveness of Ukrainian regions: rating assessment and marketing promotion." JOURNAL OF INTERNATIONAL STUDIES 7, no. 1 (2014): 9–26. http://dx.doi.org/10.14254/2071-8330.2014/7-1/1.

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Honjo, Seiichiro, and Tomohiro Ito. "Forecasting the Attractiveness of Crowdsourced Ideas Using Natural Language Processing Techniques:." Japan Marketing Journal 40, no. 3 (2021): 31–44. http://dx.doi.org/10.7222/marketing.2021.005.

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Haberstroh, Kristina, Ulrich R. Orth, Tatiana Bouzdine-Chameeva, et al. "Through the lens of self-construal." International Marketing Review 35, no. 3 (2018): 429–57. http://dx.doi.org/10.1108/imr-12-2015-0283.

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Purpose Extending research on cultural differences in aesthetic appreciation, the purpose of this paper is to show how a more interdependent self-construal, a cultural and individual difference variable related to one’s social self, impacts the influence of visual harmony on consumer evaluations of marketing artifacts’ attractiveness. Design/methodology/approach Data were obtained via three studies from a total of 1,498 consumers in Australia, Brazil, China, France, Germany, and Italy. Marketing visuals included the design of products, packages, typefaces, and logos. Self-construal was both me

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Kolomytseva, Olena, Diana Baraniuk, and Svitlana Boiko. "METHODS OF MARKETING ASSESSMENT OF TOURIST DESTINATIONS." Proceedings of Scientific Works of Cherkasy State Technological University Series Economic Sciences, no. 66 (October 20, 2022): 79–87. http://dx.doi.org/10.24025/2306-4420.66.2022.268542.

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The article discusses approaches to the marketing assessment of tourist destinations. Their competitiveness and attractiveness are closely related to the process of evaluating the tourist destination from the point of view of different groups of respondents and, first of all, tourists. It is considered that one of the most competent assessments of the destination's attractiveness can be given by professionals in the field of tourism who are engaged in attracting tourists and promoting the territory. The methods of marketing assessment of tourist destinations proposed by modern science ar

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Mazhara, Roman. "ANALYSIS OF THE THEORETICAL CONCEPT AND TOOLS OF TERRITORY MARKETING AS A FACTOR OF SOCIO-ECONOMIC DEVELOPMENT." Actual directions of scientific researches of the XXI century: theory and practice 13, no. 2 (2025): 114–25. https://doi.org/10.34220/2308-8877-2025-13-2-114-125.

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The relevance and practical importance of territory marketing is increasing today due to the growing global and interregional competition between geo-products (territories). The article is devoted to the study of scientific views on the concept of territory marketing, as well as the study of scientific and methodological tools in the field of territory marketing. It highlights two fundamental approaches to the definition of territory marketing: 1) considering the territory as a quasi-corporation consisting of a set of local economic agents who have certain needs, the satisfaction of which depe

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Bloch, Peter H., and Marsha L. Richins. "Attractiveness, adornments, and exchange." Psychology and Marketing 10, no. 6 (1993): 467–70. http://dx.doi.org/10.1002/mar.4220100602.

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Firnanda, Alifiya Ayu, and Wenti Krisnawati. "Factors Determining Purchase Decision On Products Somethinc." Jurnal Manajemen Sains dan Organisasi 4, no. 3 (2023): 353–65. http://dx.doi.org/10.52300/jmso.v4i3.11892.

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Objective - The purpose of this research is to determine the influence of advertising attractiveness, influencer marketing, online customer reviews, and brand image on purchase decisions for Somethinc products. Design/Methodology/Approach - The research was conducted using a purposive sampling technique on 100 students at Muhammadiyah University of Gresik who were/had used, and had purchased at least once, Somethinc products. Then, the data was processed using IBM SPSS Statistics 24. Research Findings - It was found that Advertising Attractiveness, Influencer Marketing, Online Customer Reviews

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Jason, Immanuel Nicholas, and Frangky Slamet. "Dampak Advertising, Influencer, dan Ulasan Online terhadap Keputusan Pembelian Shopee di Jakarta Barat." Jurnal Manajerial Dan Kewirausahaan 6, no. 3 (2024): 793–802. http://dx.doi.org/10.24912/jmk.v6i3.31612.

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Penelitian ini ditujukan dengan maksud menguji pengaruh advertising attractiveness, influencer marketing dan online customer review terhadap purchase decision pengguna E-commerce Shopee di Jakarta Barat. Peneliti menggunakan 135 responden yang merupakan mahasiswa aktif Universitas Tarumanagara dan Universitas Bina Nusantara yang berbelanja menggunakan Shopee. Data diolah menggunakan perangkat lunak SmartPLS 4 dengan analisis data, seperti uji validitas dan reliabilitas; koefisien determinasi; ukuran efek; dan pengujian hipotesis bootstrap. Hasil penelitian menyatakan bahwa advertising attracti

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КУЗНЕЦОВ К.А., КУЗНЕЦОВ К. А. "MARKETING INNOVATIONS TO INCREASE THE ATTRACTIVENESS OF BRANDS." Экономика и предпринимательство, no. 2(163) (May 9, 2024): 737–42. http://dx.doi.org/10.34925/eip.2024.163.2.144.

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Торговая марка предоставляет компании отличные возможности для развития, расширения аудитории, обеспечения конкурентоспособности продукции и обеспечения стабильности бизнеса, что укрепит его устойчивость. Важно анализировать механизмы воздействия на покупателя с целью привлечения его внимания к продукции компании. Эффективная программа маркетинга торговых марок становится ключевым элементом для успешной конкуренции и привлечения большого числа клиентов. Инновация, в смысле новаторства и трансформации, становится ключевым фактором на рынке. Особое внимание уделяется инновационному маркетингу ка

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KHANFAR, Fatima Ezzahra, and Hassan AZOUAOUI. "Territorial relationship marketing: a lever of territorial attractiveness." International Journal of Accounting, Finance, Auditing, Management and Economics 3, no. 1-1 (2022): 85–100. https://doi.org/10.5281/zenodo.5899103.

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The attractiveness of the territory is a strategic objective of public policies. This objective is explained by the contribution of Foreign Direct Investments (FDI) to economic growth and even to the sustainable development of the host country. Nevertheless, the frenzy of competition between territories on a global scale combined with a galloping globalization and the fragmentation of value chains on an international scale highlights the need to go beyond the promotion of location factors Multinational Firms (MNCs) providers of FDI. Inexorably, the factors of territorialization become signific

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Havrysh, Iryna, and Arman Akhtoian. "MARKETING APPROACH TO ASSESSMENT AND MANAGEMENT OF BUSINESS ATTRACTIVENESS OF TERRITORIES." Proceedings of Scientific Works of Cherkasy State Technological University Series Economic Sciences, no. 66 (October 20, 2022): 88–97. http://dx.doi.org/10.24025/2306-4420.66.2022.268614.

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The marketing approach to the assessment and management of the business attractiveness of territories is considered. It was determined that the initial condition for the implementation of the marketing approach to business attractiveness is the need to study, analyze and forecast the needs of the business audience and develop a system of measures to support, increase or decrease it within the framework of regional policy. A group of basic partial statistical indicators and group indices has been formed, which are proposed to be considered as indicators of business attractiveness. It is a

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Koay, Kian Yeik, Man Lai Cheung, Patrick Chin-Hooi Soh, and Chai Wen Teoh. "Social media influencer marketing: the moderating role of materialism." European Business Review 34, no. 2 (2021): 224–43. http://dx.doi.org/10.1108/ebr-02-2021-0032.

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Purpose Social media influencers (SMIs) have become an important source of influence that affects consumer behaviours in their decision-making processes. As such, this justifies scholarly attention in understanding how SMIs transfer their meanings to endorsed brands and drive consumers’ positive behavioural intentions. With the intention to fill this knowledge gap, this paper aims to examine the impact of SMIs’ credibility, as manifested by trustworthiness, attractiveness and expertise, along with the moderating effects of materialism, on followers’ purchase intention. Design/methodology/appro

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Kuppelwieser, Volker G., and Mourad Touzani. "Attraction during the service encounter: examining the other side of the coin." Journal of Services Marketing 30, no. 5 (2016): 504–18. http://dx.doi.org/10.1108/jsm-06-2015-0211.

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Purpose The existing literature dealing with attractiveness during a service encounter focuses on employee attractiveness and its consequences. This paper aims to consider the other side of the coin by focusing on customers’ attractiveness. Design/methodology/approach On the basis of two studies, this paper presents and tests a model explaining the specific role that employee social attraction plays in customer service perception and satisfaction judgment. Findings It suggests that the appraisal of customers’ physical attractiveness and homophily may lead to situations in which employees are s

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AS, Fathor, and Rizki. "Dampak Sosial Media Marketing, Daya Tarik dan Kepuasan terhadap Minat Berkunjung Kembali di Desa Wisata Kabupaten Bangkalan." El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam 5, no. 3 (2024): 1826–42. http://dx.doi.org/10.47467/elmal.v5i3.802.

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This study aims to examine the effect of social media marketing, attractiveness and tourist satisfaction on interest in visiting again in the tourist village of Bangkalan Regency. The research approach used is quantitative causality. The population consists of tourists who are currently or have visited. The sample size was 120 people. And the sampling technique used is purposive sampling. The data was collected by distributing questionnaires and the results were analyzed using the partial least squares method. The results of the study stated. Social media marketing has a positive and significa

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Budnikevych, Iryna, and Iryna Havrysh. "CRITERIA FOR EXPERT MEASUREMENT OF INVESTMENT AND INNOVATION ATTRACTIVENESS OF REGIONS IN CONTINUOUS TRANSFORMATION OF UKRAINE: MARKETING APPROACH." BULLETIN OF CHERNIVTSI INSTITUTE OF TRADE AND ECONOMICS ІV, no. 92 (2023): 79–96. http://dx.doi.org/10.34025/2310-8185-2023-4.92.06.

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The article substantiates the criteria for expert measurement of the investment and innovation attractiveness of regions in the post-war transformation of Ukraine, which are the basis of a multi-component assessment methodology focused on a marketing approach to understanding the issues of formation and development of the attractiveness of the region. It is emphasized that traditionally investment attractiveness is inseparable from innovative attractiveness, but each of them is an independent economic category - with its own goals, factors, signs, characteristics, assessment methods, formation

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El-Diraby, T. E., J. Costa, and S. Singh. "How do contractors evaluate company competitiveness and market attractiveness? The case of Toronto contractors." Canadian Journal of Civil Engineering 33, no. 5 (2006): 596–608. http://dx.doi.org/10.1139/l06-017.

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The Canadian construction industry has sustained a healthy growth rate over the last 10 years. This could make the Canadian market attractive to foreign competitors. Moreover, Canadian companies possess enough expertise and resources to be able to effectively compete in the global market. This highlights the increased importance of developing marketing strategies for Canadian companies. This research study provides an understanding of how Toronto construction companies evaluate market attractiveness and company competitiveness. Such evaluation is the first step towards building effective marke

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Febriana, Dinda Ayu, and Sugeng Purwanto. "PENGARUH KEPERCAYAAN DAN DAYA TARIK BEAUTY VLOGGER TERHADAP KEPUTUSAN PEMBELIAN BEDAK TABUR PIXY." SCIENTIFIC JOURNAL OF REFLECTION : Economic, Accounting, Management and Business 6, no. 1 (2023): 151–60. http://dx.doi.org/10.37481/sjr.v6i1.629.

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Marketing is a critical component of any business that deals directly with customers. A corporation's marketing management improves optimal purchasing decisions to meet company goals. To maximize buying decisions, consider the relevance of trust and the attractiveness of beauty vloggers while reviewing a product. The goal of this study was to see how the confidence variable (X1) and attractiveness variable (X2) affected purchasing decisions (Y) for pixy powder products in Gresik Regency. Using the probability sampling technique as a sample determination based on standards. This study uses the

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Wu, Shwu-Ing. "The Effect of Celebration Marketing and Its Correlation Model." Journal of Management and Strategy 9, no. 2 (2018): 69. http://dx.doi.org/10.5430/jms.v9n2p69.

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This study explores the effects of Celebration activities, Celebration merchandises, surroundings, and history and culture on the experience attractiveness perceived by tourists, as well as tourists’ attitude and behavioral intention. Tourists who have taken part in any kind of Celebrations were treated as the sample population. The questionnaires were distributed in person upon convenience sampling, and 562 effective samples were retrieved. The results showed that Celebration activities, Celebration merchandises, surroundings, and history and culture have significant positive effects on the e

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Dwi Amperawati, Endang, Rahmawati Rahmawati, Endang Hariningsih, Wing Wahyu Winarno, Diana Airawaty, and Agus Dwianto. "Role of Gender in Shaping Consumer Responses to Doctor Influencer: Insights into Brand Perceptions and Repurchase Intentions in the Indonesian Mineral Water Industry." Qubahan Academic Journal 4, no. 3 (2024): 393–411. http://dx.doi.org/10.48161/qaj.v4n3a962.

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This study investigates the effectiveness of influencer marketing, focusing on Dr. Reisa's endorsement of Le Minerale mineral water in Indonesia. It examines how influencer attributes, such as physical attractiveness, familiarity, expertise, success appeal, and congruency, influence consumer attitudes and repurchase intentions. This study examined the impact of influencer marketing on brand perception and consumer behavior, particularly in the digital era. It challenges traditional marketing theories by analyzing the role of various influencer attributes in shaping consumer attitudes. The prim

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Viktoria Rampl, Linn, and Peter Kenning. "Employer brand trust and affect: linking brand personality to employer brand attractiveness." European Journal of Marketing 48, no. 1/2 (2014): 218–36. http://dx.doi.org/10.1108/ejm-02-2012-0113.

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Purpose – The importance of employer branding to attract talent in organizations is increasing rapidly. Brand personality traits, particularly, have been shown to explain considerable variance in employer brand attractiveness. Despite such awareness, little is known about the underlying processes of this effect. The purpose of the authors is to close the research gap by drawing on a consumer brand model of brand affect and trust as a means of explaining employer brand attractiveness. Design/methodology/approach – Students interested in working in the consultancy industry completed a survey des

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Bungai, Joni, Heddy Setiawan, Feby Arma Putra, Bayu Purbha Sakti, and Hendro Sukoco. "Digital Marketing Strategy in Education Management: Increasing School Visibility and Attractiveness." al-fikrah: Jurnal Manajemen Pendidikan 12, no. 1 (2024): 110. http://dx.doi.org/10.31958/jaf.v12i1.12318.

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The development of digital technology has opened up new opportunities in various sectors, including education. In the context of education management, digital marketing is becoming increasingly important to increase the visibility and attractiveness of schools. The aim of this research is to explore effective digital marketing strategies in increasing the visibility and attractiveness of schools. The method in this research uses a qualitative approach with case studies of several schools that have successfully implemented digital marketing strategies. Data was collected through in-depth interv

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GORETA, LIUBOV. "MARKETING STRATEGIC ANALYSIS AS A MEANS OF ENERGY SAVING MEASURES FORMATION AT INDUSTRIAL ENTERPRISES OF UKRAINE." Herald of Khmelnytskyi National University 292, no. 2 (2021): 54–59. http://dx.doi.org/10.31891/2307-5740-2021-292-2-9.

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The article proposes the using of a marketing strategic analysis tool ‒ the GE / McKinsey matrix. The matrix is based on two factors: «enterprise competitiveness» and «market attractiveness». The proposals were tested at the machine-building enterprise of Public JSC NASOSENERGOMASH (Sumy, Ukraine). The enterprise`s strategic state is determined; the marketing strategy of the enterprise development is proposed and a set of energy saving measures is formed. For formations of the marketing strategy of Ukrainian industrial enterprises it is necessary to conduct a strategic analysis of the market s

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Caballero, Michael, Nestle Ann D. L. Calvadores, and Krishalyn Garcia. "The Hidden Gem of Yellow Basket: A Study on Consumer Purchase Intention Through TikTok Shop Involved Affiliate Marketing." Inclusive Society and Sustainability Studies 4, no. 2 (2024): 40–50. https://doi.org/10.31098/issues.v4i2.2905.

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This study explores TikTok’s evolving online environment, focusing on the “TikTok Shop” and the less-known TikTok Business Affiliate Program. This study highlights the challenges consumers face in assessing authenticity among influencers in the era of online purchases, considering TikTok’s ever-changing marketing environment. This study analyzed the impact of Involved Affiliate Marketing on consumer purchase intention, emphasizing the creation of authentic connections through the trustworthiness, expertise, and attractiveness of involved affiliate marketing that benefits businesses and organiz

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Rizki, Rizki, and Fathor AS. "Dampak Sosial Media Marketing, Daya Tarik dan Kepuasan terhadap Minat Berkunjung Kembali di Desa Wisata Kabupaten Bangkalan." El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam 5, no. 3 (2023): 1562–78. http://dx.doi.org/10.47467/elmal.v5i3.5398.

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This study aims to examine the effect of social media marketing, attractiveness and tourist satisfaction on interest in visiting again in the tourist village of Bangkalan Regency. The research approach used is quantitative causality. The population consists of tourists who are currently or have visited. The sample size was 120 people. And the sampling technique used is purposive sampling. The data was collected by distributing questionnaires and the results were analyzed using the partial least squares method. The results of the study stated. Social media marketing has a positive and significa

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Lutsiі, Оleksandr, and Тymofii Korniychuk. "INVESTMENT ATTRACTIVENESS OF AGRICULTURAL ENTERPRISES AS A PREREQUISITE FOR THE IMPLEMENTATION OF INNOVATIVE DEVELOPMENT STRATEGIES." Economic discourse, no. 3-4 (December 30, 2022): 40–49. http://dx.doi.org/10.36742/2410-0919-2022-2-4.

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Introduction. At the current stage, the scientific-technological and innovative component in the activity of agricultural enterprises is gaining extraordinary importance. Studying the role of investments in agriculture, highlighting the factors that affect the investment attractiveness of the industry, will allow to develop effective strategies for the development of enterprises in the agrarian sector, to implement innovative solutions and mechanisms to improve the investment attractiveness of agricultural production. Methods. The authors used the following research methods: a systematic appro

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Haque, Marissa Grace, and Santi Rimadias. "Driving Global Apparel Consumption: The Impact of Cause Marketing on Indonesian Fashion Purchases." JBMP (Jurnal Bisnis, Manajemen dan Perbankan) 10, no. 1 (2024): 1–15. http://dx.doi.org/10.21070/jbmp.v10i1.1815.

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This study employs a quantitative approach to investigate the role of cause-related marketing (Cr-M) in enhancing purchase intention for Chikigo, a local fashion brand in Indonesia. Utilizing Partial Least Squares (PLS) analysis via Smartpls 3.0 software, data from 64 respondents gathered through online questionnaires were analyzed. The findings reveal a positive impact of attitudes toward cause-related marketing on brand attractiveness, brand image, and purchase intention. Moreover, brand credibility significantly influences attitudes toward cause-related marketing. While brand image positive

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Voichuk, Maksym, and Vladyslav Kozliuk. "REGIONAL ATTRACTIVENESS WITHIN TERRITORIAL MARKETING CONCEPT: UKRAINIAN CASE STUDY." International Journal of Legal Studies ( IJOLS ) 9, no. 1 (2021): 61–72. http://dx.doi.org/10.5604/01.3001.0015.2284.

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The article analyzes the attractiveness of the regions of Ukraine based on the application of basic econometric methods. The author’s approach to the definition of regions from the stand-point of the concept of territorial marketing is proposed. The dynamics of regional development are presented and, accordingly, the analysis of the competitiveness of the regions of Ukraine in the period 2014-2019 is carried out. The basic trends of regional development are determined. An analysis of the interdependence of macroeconomic processes and their impact on the meso level. The results of the analysis

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Lim, Andry Lindi. "Influence Analysis of The Factors Determining Consumer Decisions on The Marketing Performance of J&T Express in Pontianak." Jurnal Indonesia Sosial Sains 5, no. 10 (2024): 2692–709. http://dx.doi.org/10.59141/jiss.v5i10.1447.

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Digital technology, such as e-commerce, has changed the way people live by providing convenience, speed, comfort and efficiency. Freight forwarding services are vital in online transactions to deliver goods from sellers to buyers. The purpose of this study was conducted to determine the effect of customer orientation, promotional attractiveness, and competitive pricing on marketing performance. This research method uses the causality method which aims to test how much the cause-and-effect relationship between the independent variable and the dependent variable is. The population of this study

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Bernardo, Aira Janelle B., Juliana Carmen T. Ugalde, Elyzza Marie DC. Dalmacia, et al. "Influencers on the Rise: A Descriptive-Correlational Study of the Impact of Social Media Influencers on the Purchasing Decisions of Selected Senior High School Students." International Journal of Academic and Practical Research 4, no. 1 (2025): 45–54. https://doi.org/10.5281/zenodo.15270511.

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In recent years, as social media platforms and marketing have expanded, the term "social media influencers (SMIs)" has emerged to describe individuals who have become well-known through their digital content. Nearly 93 percent of marketers use influencer marketing to reach online consumers, as SMI marketing has become a significant factor in modern persuasion and is expected to grow substantially. Given this trend, the study employed a descriptive-correlational approach to investigate the influence of selected social media influencers’ characteristics (trustworthiness, attractiveness, an

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Brunner, Christian Boris, and Matthias Baum. "The impact of brand portfolios on organizational attractiveness." Journal of Business Research 106 (January 2020): 182–95. http://dx.doi.org/10.1016/j.jbusres.2019.09.014.

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Akhsariah, Khilda Nur Uswah. "Purchase Decision on Generation Z Consumers in View of Influencer Marketing Tasya Farasya on Glad2Glow Products: A Conceptual Framework." International Student Conference on Business, Education, Economics, Accounting, and Management (ISC-BEAM) 3, no. 1 (2025): 832–41. https://doi.org/10.21009/isc-beam.013.57.

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This study examines the relationship between influencer marketing and purchase decisions among Generation Z consumers, focusing on the influence of Tasya Farasya on Glad2Glow products. The beauty industry has seen significant growth, particularly in Indonesia, where consumer reliance on social media and influencers shapes purchasing decision. The research highlights the effectiveness of influencer marketing as a strategy to enhance brand visibility and drive sales by fostering trust, expertise, and attractiveness. Utilizing a conceptual framework, the study identifies key indicators of influen

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Tanasiichuk, Alona, Olha Hromova, Anastasiia Abdullaieva, Yulia Holovchuk, and Kateryna Sokoliuk. "Strategy of Internationalization by Ukrainian Meat Producers’ Implementation." European Journal of Sustainable Development 9, no. 1 (2020): 339. http://dx.doi.org/10.14207/ejsd.2020.v9n1p339.

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Scientific and methodical approaches to the definition of international markets for implementation of the strategy of internationalization by Ukrainian meat producers' have been developed, choosing strategy of internationalization by Ukrainian meat producers procedure has been determined, a system of indicators has been developed to assess the marketing appeal of new international markets for Ukrainian meat producers. According to the analysis of practical aspects results of the agrarian enterprise and its associations functioning, a scientific and methodical approach to the integrated assessm

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Audi Gita Nanda and Suhartono Suhartono. "Pengaruh Advertising Attractiveness, Online Costumer Review, Influencer Marketing terhadap Purchase Decision Melalui Costumer Trust Selaku Variabel Intervening (Study Kasus Pada Skincare Skintific Di Yogyakarta)." E-BISNIS: JURNAL ILMIAH EKONOMI DAN BISNIS 18, no. 1 (2025): 100–114. https://doi.org/10.51903/e-bisnis.v18i1.2277.

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This study aims to determine the effect of Advertising attractiveness, Onlie costumer review, Influencer marketing, on purchase decision throught costumer trust (Case Study on SKINTIFIC in Yogyakarta). This research uses quantitative methods. The population in this study were SKINTIFIC skincare costumers in Yogyakarta who were obtained from distributing questionnaires with samples taken using nonprobabilitu sampling method, namly sampling techniques with a census so that the sample used in study was 100 responden. The results of this study indicate that: (1) Advertsing attractiveness has a pos

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