Optimizing Marketing Strategies to Boost Purchase Intentions and Behaviors in the Creative Economy
Main Article Content
Abstract
Research aims: This study aimed to analyze the influence of store image, brand image, and advertising on consumers' purchase intentions and behaviors.
Design/Methodology/Approach: Data were collected through an online survey targeting visitors of Ngarsopuro Night Market, using purposive sampling. A total of 200 respondents participated, corresponding with the sample size recommended in previous studies. Moreover, the analysis was conducted using Partial Least Squares Structural Equation Modeling (PLS-SEM) method, processed via SmartPLS version 3.
Research findings: The results showed that brand image, store image, and advertising significantly impacted purchase intentions. Even though brand image and advertising influenced purchasing behaviors, store image did not have a significant effect. The result also showed that purchase intentions fully mediated the relationship between brand image, store image, advertising, and purchasing behaviors.
Theoretical Contribution/Originality: The Theory of Planned Behavior (TPB) was refined by emphasizing the importance of brand-related attributes over traditional factors like store image, which was found to be insignificant in this context.
Practitioners/Policy Implications: The recommendation was to improve the competitiveness of traditional markets in the creative economy by strengthening brand image with local cultural elements, improving store aesthetics, leveraging advertising strategies, and fostering vendor innovation through training and collaborations.
Research Limitations/Implications: This study had a limited sample size and used an online survey method. Therefore, it is crucial to expand the geographical scope of the study and combine online surveys with direct interviews to obtain more accurate and detailed information.
Article Details
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
License
You are free to:
- Share — copy and redistribute the material in any medium or format
- Adapt — remix, transform, and build upon the material for any purpose, even commercially.
Under the following terms:
- Attribution — You must give appropriate credit, provide a link to the license, and indicate the changes made. This should be done in any reasonable manner, but not in any way that suggests the licensor endorses you or your usage.
- ShareAlike — When you remix, transform, or build upon the material, the contributions must be distributed under the same license as the original.
- No additional restrictions — You may not apply legal terms or technological measures that legally restrict others from doing anything the license permits.
References
Aaker, D. A. (1991). Managing Brand Equity.
Achmad, N. (2023). Workshop Statistik Milenial (5th ed.). Jasmine.
Ahdiat, A. (2024). Nilai PDB Ekonomi Kreatif Indonesia Meningkat Usai Pandemi. databoks.katadata.co.id.
Ajzen, I. (1991a). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179–211. https://doi.org/10.1016/0749-5978(91)90020-t
Ajzen, I. (1991b). Using EPPM to Evaluate the Effectiveness of Fear Appeal Messages Across Different Media Outlets to Increase the Intention of Breast Self-Examination Among Chinese Women. Health Communication, 34(11), 1369–1376. https://doi.org/10.1080/10410236.2018.1493416
Ajzen, I., & Madden, T. J. (1986). Prediction of goal-directed behavior: Attitudes, intentions, and perceived behavioral control. Journal of Experimental Social Psychology, 22(5), 453–474. https://doi.org/10.1016/0022-1031(86)90045-4
Arachchi, H. A. D. M. (2022). Does perceived corporate citizenship affect on purchasing intention during the COVID-19 pandemic? Across the mediation impact of brand trust and consumer–brand relationship. IIM Ranchi Journal of Management Studies, 1(2), 124–144. https://doi.org/10.1108/irjms-10-2021-0136
Arens, W. F., Weigold, M., & Arens, C. (2013). Contemporary Advertising (14th ed.). McGraw-Hill Education.
Arief, M., Mustikowati, R. I., & Chrismardani, Y. (2023). Why customers buy an online product? The effects of advertising attractiveness, influencer marketing and online customer reviews. LBS Journal of Management & Research, 21(1), 81–99. https://doi.org/10.1108/lbsjmr-09-2022-0052
Arrizal, N. Z., & Sofyantoro, S. (2020). Pemberdayaan Ekonomi Kreatif dan UMKM di Masa Pandemi Melalui Digitalisasi. 2(1), 39–48.
Bangsawan, G. (2023). Kebijakan Akselerasi Transformasi Digital di Indonesia: Peluang dan Tantangan untuk Pengembangan Ekonomi Kreatif. Jurnal Studi Kebijakan Publik, 2(1), 27–40. https://doi.org/10.21787/jskp.2.2023.27-40
Belch, G. E., & Belch, M. A. (2018). Advertising and Promotion: An Integrated Marketing Communications Perspective (11th ed.).
Bilal, M., Zhang, Y., Cai, S., Akram, U., & Luu, N. T. M. (2023). Unlocking luxury purchase intentions in China: A study of consumer attitude, perceived value, and the moderating effect of perceived enjoyment. Acta Psychologica, 240(October), 104048. https://doi.org/10.1016/j.actpsy.2023.104048
BPPD. (2023). Ngarsopuro Night Market: Kemeriahan Bertajuk Ekonomi dan Seni. solotourismpromotionboard.org.
Bukhari, F., Hussain, S., Ahmed, R. R., Mubasher, K. A., Naseem, M. R., Rizwanullah, M., Nasir, F., & Ahmed, F. (2023). Consumers’ purchase decision in the context of western imported food products: Empirical evidence from Pakistan. Heliyon, 9(10), e20358. https://doi.org/10.1016/j.heliyon.2023.e20358
Chen, L., Halepoto, H., Liu, C., Kumari, N., Yan, X., Du, Q., & Memon, H. (2021). Relationship analysis among apparel brand image, self-congruity, and consumers’ purchase intention. Sustainability (Switzerland), 13(22), 1–15. https://doi.org/10.3390/su132212770
Dahlen, M., Lange, F., & Smith, T. (2014). A Model of Advertising Literacy: The Relationship Between Ad Recognition and Ad Understanding. Journal of Consumer Psychology, 24.
Dodanwala, K. L., & Weerasekera, S. (2023). The impact of westernisation on the purchase intention of cruelty-free products : a study based on the Sri Lankan cosmetic market. https://doi.org/10.1108/SAJM-01-2023-0006
Fishbein, M., & Ajzen, I. (1975). Belief, Attitude, Intention, and Behavior: An Introduction to Theory and Research. Reading, MA: Addison-Wesley.
Fishbein, M., & Ajzen, I. (2011). Predicting and Changing Behavior. https://doi.org/10.4324/9780203838020
Ghozali, I. (2014). Structural Equation Modeling, Metode Alternatif dengan Partial Least Square (PLS). Semarang: Badan Penerbit Universitas Diponegoro.
Glowa, T. (2002). White Paper : Advertising Process Models. 1–25.
Grewal, D., & Baker, J. (1994). Do retail store environmental factors affect consumers’ price acceptability? An empirical examination. International Journal of Research in Marketing, 11(2), 107–115. https://doi.org/10.1016/0167-8116(94)90022-1
Gujarati, D. (1978). Ekonometrika Dasar.
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate data analysis (7th ed.). Pearson Prentice Hall.
Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2019). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM) (2nd ed.). Sage Publications.
Hanseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43(1), 115–135. https://doi.org/10.1007/s11747-014-0403-8
Hosain, M. S., & Mamun, A. M. A. (2023). The nexus between social media advertising and customers’ purchase intention with the mediating role of customers’ brand consciousness: evidence from three South Asian countries. Business Analyst Journal, 44(2), 84–105. https://doi.org/10.1108/baj-06-2023-0053
Imtiyaz, H., Soni, P., & Yukongdi, V. (2022). Understanding Consumer’s purchase intention and consumption of convenience food in an emerging economy: Role of marketing and commercial determinants. Journal of Agriculture and Food Research, 10(May), 100399. https://doi.org/10.1016/j.jafr.2022.100399
Kaprefer, J.-N. (2012). The New Strategic Brand Management: Advanced Insights and Strategic Thinking (5 (ed.)).
Karimova, G. Z. (2012). Bakhtin and Interactivity: A Conceptual Investigation of Advertising Communication.
Kato, T. (2021). ScienceDirect ScienceDirect Factors of loyalty across corporate brand images , products , dealers , Factors loyalty corporate brand images , products , dealers , sales of staff , and across services in the automotive industry sales staff , and after-sales. Procedia Computer Science, 192(2019), 1411–1421. https://doi.org/10.1016/j.procs.2021.08.144
Keller, K. L. (1993). Conceptualizing, Measuring, and Managing Customer-Based Brand Equity. Journal of Marketing, 57(1), 1–22. https://doi.org/10.1177/002224299305700101
Kemenparekraf. (2023). Expert Survey: Sektor Pariwisata dan Ekonomi Kreatif Tumbuh pada 2024. kemenparekraf.go.id.
Khan, S., Rehman, S., & Kashif, U. (2022). “ We do it but they don ’ t ” unveiling the impact of differentiation- oriented content on purchase intentions through mediation of SM engagement and moderation of social media skills. https://doi.org/10.1108/SAJM-09-2022-0064
Kirby, J. (2005). Connected marketing-The viral, buzz, and word of mouth revolution. In Viral Marketing.
Kotler, P., & Keller, K. L. (2009). Marketing Management (13th ed.). Pearson Education.
Levy, M., & Weitz, B. A. (2004). Retailing Management (5th ed.).
Li, X., Romainoor, N. H., & Sun, Z. (2024). Factors in consumers’ purchase intention for Gejia batik. Heliyon, 10(1), e23085. https://doi.org/10.1016/j.heliyon.2023.e23085
Loudon, D. L., & Della Bitta, A. J. (1993). Consumer Behavior: Concepts and Applications (4th ed.). McGraw-Hill.
Martineau, P. (1958). The personality of retail store. Harvard Business Review.
Martineau, P. (1959). Sharper focus for the corporate image. Harvard Business Review.
Mazursky, D., & Jacoby, J. (1986). Exploring the Development of Store Images. Journal of Retailing.
Mustika, S. (2024). Kemenparekraf Jadikan Jakarta dan Solo Contoh untuk Kembangkan Wisata IKN. travel.detik.com.
Paul, J., Modi, A., & Patel, J. (2016). Predicting green product consumption using theory of planned behavior and reasoned action. Journal of Retailing and Consumer Services, 29, 123–134. https://doi.org/10.1016/j.jretconser.2015.11.006
Priyatno, D. (2013). Analisis Korelasi, Regresi dan Jalur dalam Penelitian. Yogyakarta: Penerbit Gava Media.
Rakib, M. R. H. K., Pramanik, S. A. K., Amran, M. Al, Islam, M. N., & Sarker, M. O. F. (2022). Factors affecting young customers’ smartphone purchase intention during Covid-19 pandemic. Heliyon, 8(9). https://doi.org/10.1016/j.heliyon.2022.e10599
Rio, A. B., Vazquez, R., & Iglesias, R. (2001). The Effects of brand associations on consumer response. Journal of Consumer Marketing.
Sandra, J., Insrayanti, S., & Suryana, A. (2024). Influencer Marketing Strategies and Brand Image in Boosting Consumer Purchase Intent: The Role of Customer Support Intervention. Jurnal Informatika Ekonomi Bisnis, 12–16. https://doi.org/10.37034/infeb.v6i1.788
Schiffman, L. G., & Kanuk, L. L. (2000). Consumer Behavior (7th ed.). Prentice Hall.
Sekaran, U. (2017). Metode Penelitian untuk Bisnis.
Setiawan, D. (2023). Night Market Ngarsopuro, Melukis Kisah Kemeriahan di Langit Malam. harianbirawa.co.id.
Solomon, M. R. (2004). Consumer Behavior: Buying, Having, and Being (6th ed.). Prentice Hall.
Venciute, D., Mackeviciene, I., Kuslys, M., & Correia, R. F. (2023). The role of influencer–follower congruence in the relationship between influencer marketing and purchase behaviour. Journal of Retailing and Consumer Services, 75(April), 103506. https://doi.org/10.1016/j.jretconser.2023.103506
Watanabe, E. A. de M., Torres, C. V., & Alfinito, S. (2019). The impact of culture, evaluation of store image and satisfaction on purchase intention at supermarkets. Revista de Gestao, 26(3), 256–273. https://doi.org/10.1108/REGE-12-2017-0009
Yadav, R., & Pathak, G. S. (2017). Determinants of Consumers’ Green Purchase Behavior in a Developing Nation: Applying and Extending the Theory of Planned Behavior. Ecological Economics, 134, 114–122. https://doi.org/10.1016/j.ecolecon.2016.12.019
Zhao, J. (2024). Research on the matching effect between advertising appeal and product type on the purchase intention of organic food. 23. https://doi.org/10.1108/BFJ-11-2023-1016