IN-STORE BRAND COMMUNICATION: WHEN SHELF-SPACE AND DISPLAY SEDUCE CONSUMERS
B. S. Wijaya, Muchsin Saggaff Shihab, Sheila Ayu Wijaya, Dudi Rudianto, & Annie Sugandi
Purpose of the study: This study aims at analyzing the role of shelf-space and display in stimulating impulse buying. Further, this study also covers the comparison between all shelf positions (regular-shelf, Chiller, and wings-rack) to get insights deeper into which one is the most effective in stimulating impulse buying.
Methodology: By highlighting the case of a beverage brand in a hypermarket in Indonesia, the recent study uncovers the experiences and perceptions of 200 participants through an explanatory survey. The primary data collection has been done by distributing survey questionnaires to 200 target respondents located in Jakarta. The data collected have been analysed using SPSS software.
Main Findings: Both shelf-space and display factors are found to have a positive and significant effect on impulse buying, where the former is found dominant. Various constructs in shelf-space such as the spaciousness-of-shelf, highness-of-traffic, largeness-of-shelf, easiness in finding the shelf, and in-store display communications such as the attractiveness-of-color, cleanness-of-display, neatness-of-display arrangement, the blocking-space, and the attractiveness-of-product arrangement emerge validly. Of the three objects studied, the chiller had the highest effectiveness compared to the regular-shelf and wings-rack in arousing the impulsivity of consumer purchases. This fact shows that the appearance of cold drinks seems to have a significant effect on consumers in causing impulse buying, especially for consumers in tropical countries like Indonesia. The seller or brand owner should consider this finding.
Applications of this study: This study confirms the real, meaningful, and experiential visual power of in-store brand communications. So the brand can explore creatively and ergonomically as well as maximizing the potentials of visual communication, especially shelf-space and display in sales spaces as silent sellers.
Novelty/Originality of this study: Few studies still pay attention to the role of in-store brand communications in encouraging impulse buying, especially in an era where the virtual shopping world is increasingly distracting researchers and marketers from the spark of communication events in the actual shopping space. This article proves how the attractiveness of in-store brand communications through shelf-space and in-store displays has a significant impact on impulse buying.
Read more: In-Store Brand Communication
Cite this article: Wijaya, B. S., Shihab, M. S., Wijaya, S. A., Rudianto, D., & Sugandi, A. (2020). In-Store Brand Communication: When Shelf-Space and Display Seduce Consumers. Humanities and Social Science Reviews, 8(4), 984-998. https://doi.org/10.18510/hssr.2020.8495
Why do people ignore the ‘plastic bag diet’ campaign? An Indonesian consumers perspective
B. S. Wijaya, Prima Mulyasari Agustini, Mirana Hanathasia, Dianingtyas M. Putri & A. H. Sutawidjaya
As an effort to minimize the climate change impact, reducing plastic waste is urgently needed. Unfortunately, so far this effort has not yielded maximal results, even though the ‘plastic bag diet’ campaign has been intensified. This paper interrogates the reason why Indonesian consumers/shoppers disregarded and did not even care about the campaign. Using Focus Group Discussion, the authors discussed with two groups of different shoppers, namely the regular shoppers and non-regular shoppers. The discussion is divided into three topics. First, the habit of using plastic shopping bags. Second, awareness of avoiding the use of plastic shopping bags. Third, the possibility to adopt an eco-friendly lifestyle. The results show that both regular and non-regular shopper groups do not mind paying 200IDR for plastic shopping bags because it is financially not detrimental, and they are reluctant to bring their shopping bags. Besides being troublesome, some of the participants also considered it old-fashioned. However, non-regular shoppers tend to have an awareness of environmental preservation better than regular shoppers. Therefore, we conclude several factors that cause consumers to ignore the ‘plastic bag diet’ campaign, including functional, social, cultural, and structural reasons.
Full paper access link: Why do people ignore the ‘plastic bag diet’ campaign?
To cite this article (7th APA Style):
Wijaya, B. S., Agustini, P. M., Hanathasia, M., Putri, D. M. & Sutawidjaya, A. H. (2020). Why Do People Ignore the ‘Plastic Bag Diet’ Campaign? An Indonesian Consumers Perspective. IOP Conference Series: Earth and Environmental Science, 423(1). https://doi.org/10.1088/1755-1315/423/1/012009
Wijaya, B. S., Eddyono, A. S., Kania, D., Kurnia, A. & Suharyanti (2020). Haze, Climate Change, and Media Brand Responsibility: How Republika Calls for Public Action in Saving the Environment through Smoggy Photojournalism. IOP Conference Series: Earth and Environmental Science, 423(1). DOI: https://doi.org/10.1088/1755-1315/423/1/012008
Haze, climate change, and media brand responsibility: how Republika calls for public action in saving the environment through smoggy photojournalism
B. S. Wijaya, Aryo Subarkah Eddyono, Dessy Kania, Ari Kurnia & Suharyanti
When the haze disaster struck several regions in Indonesia (especially Kalimantan and Sumatra) in 2015, various parties tried to get involved in saving the environment and preventing the effects of climate change. Republika Daily, as a leading media brand in Indonesia, showed its social responsibility through a news photo of the smog that adorned its front page. By interviewing the editor-in-chief of Republika in-depth and searching for documents online, we identified the reasons why Republika concerned about the haze disaster as part of the impacts of climate change, why using smoggy photojournalism, and how Republika’s social responsibility regarding the environmental disaster arose. Pathetic facts in the field related to the natural conditions, victims of local communities who had suffered the health problems, and economic losses caused by the haze disaster prompted Republika to not only call-for-public-awareness but also call-for-public-action in overcoming the problems and helping the victims. Therefore Republika used smoggy photojournalism to make the public ‘feel’ the conditions on the ground. This research can inspire other media to participate in saving the environment and increasing climate change awareness through creative and impactful ways.
Full paper access link: Haze, Climate Change, and Media Brand Responsibility
Cite this article as:
Wijaya, B. S., Eddyono, A. S., Kania, D., Kurnia, A. & Suharyanti (2020). Haze, Climate Change, and Media Brand Responsibility: Haze, climate change, and media brand responsibility: how Republika calls for public action in saving the environment through smoggy photojournalism. IOP Conference Series: Earth and Environmental Science, 423(1). DOI: https://doi.org/10.1088/1755-1315/423/1/012008
Branderpreneurship: Kewirausahaan Berbasis Pengembangan Merek
B. S. Wijaya
Abstract—This article discusses a strategic concept for entrepreneurs so that their businesses can grow faster by synergizing the entrepreneurial spirit and the branding mindset. Indeed, many entrepreneurs still consider brand development or branding as a ‘luxurious strategy’ that is wasting money. However, by using the concepts and strategies that are smarter and focused, branding activities can be executed more effectively and efficiently to produce the optimum effect on business performance. Branderpreneurship concept refers to the stages as set out in the ‘circle of values development’: starting from Identifying values, Creating values, Delivering values, Communicating values, Maintaining values, Evaluating values to Updating values. Branderpreneurship concept is beneficial for novice entrepreneurs or SMEs that are developing their business so that the business brand more quickly recognized by the public, grows strategically, which would have an impact on increasing business profits. Branderpreneurship Framing Analysis (BFA)method can be used to asses the strategic performance of an entrepreneurial brand.
Keywords— branderpreneurship, values development, brand, hierarchy of branding, entrepreneurship, enterpreneur.
Abstrak—Artikel ini membahas sebuah konsep strategis bagi wirausahawan agar bisnis mereka dapat tumbuh lebih cepat, dengan menyinergikan semangat kewirausahaan dan pola pikir pemerekan atau branding. Masih banyak pengusaha menganggap pemerekan sebagai ‘strategi mewah’ yang membuang-buang uang. Padahal, dengan konsep dan strategi yang cerdas dan fokus, maka kegiatan pemerekan dapat dieksekusi lebih efektif dan efisien sehingga menghasilkan efek optimal bagi kinerja bisnis. Konsep Branderpreneurship mengacu pada tahapan yang ada dalam ‘the circle of values development‘: mulai dari Identifying values, Creating values, Delivering values, Communicating values, Maintaining values, Evaluating values hingga Updating values. Konsep Branderpreneurship sangat berguna bagi wirausaha atau UKM yang sedang mengembangkan bisnis mereka sehingga merek bisnis dapat tumbuh strategis, yang pada akhirnya berdampak pada peningkatan laba bisnis. Metode Branderpreneurship Framing Analysis (BFA) dapat digunakan untuk mengukur performa strategis sebuah merek wirausaha.
Kata kunci— branderpreneurship, pengembangan nilai, merek, hirarki pemerekan, kewirausahaan, wirausahawan.
Full-text access: Branderpreneurship
Cite this article as:
Wijaya, B. S. (2019). “Branderpreneurship: Kewirausahaan Berbasis Pengembangan Merek”. Journal of Entrepreneurship, Management and Industry, Vol. 2 No. 4, pp.205-212. DOI: http://dx.doi.org/10.36782/jemi.v2i4.1943
Relasi Konsumen dan Merek dalam Dimensi Simbolik, Sosial dan Politik
Oleh: B. S. Wijaya
Abstrak: Oleh Baudrillard (1996), ‘merek’ (‘brand‘) disebut memberi kontribusi bagi masa depan bahasa konsumsi. Kita pun dapat melihat dewasa ini merek menjadi wacana yang mengintrusi hampir segenap sisi kehidupan masyarakat pascamoderen, dan dibahasakan dalam konteks konsumsi secara luas. Hal ini berimplikasi pada konstruksi relasi konsumen dan merek yang bergerak dalam berbagai dimensi pemaknaan yang tidak tunggal. Makalah ini mengkaji secara konseptual bagaimana konstelasi makna relasi konsumen dan merek dalam dimensi simbolik, sosial dan politis. Continue reading