Analysis of Impact of Brand Marketing Strategies on Consumer Behavior in Malang City

Supriono; Sudarmiatin

doi:10.55927/ministal.v2i2.3553

Authors

Supriono Management Science Doctoral Program, Universitas Negeri Malang
Sudarmiatin Departement Management, Universitas Negeri Malang

DOI:

https://doi.org/10.55927/ministal.v2i2.3553

Keywords:

Consumer Behavior, Culinary MSME, Malang City

Abstract

MSME is one sector that contributes to Indonesia's economic growth process. The condition of MSMEs in Indonesia is that there are around 40 million business actors in Indonesia, including MSMEs engaged in the culinary field. The aim is to identify marketing strategies carried out by culinary MSMEs in Malang Raya for the 2019–2022 period. This study uses a systematic literature review with the preferred reporting items for a systematic review and meta-analysis method. consisting of three empirical papers resulting from the 2019–2023 period published in the journal EMERALD. Results of this study indicate that there are keywords that provide updates from this research, such as brand awareness, loyalty, consumers, tourism, and the city of Malang as the object of this research.

Downloads

Download data is not yet available.

References

Audila, SA, & Gilang Saraswati, T. (2021). The Effect of Advertising on Brand Awareness and Its Impact on Purchasing Decisions on PocariSweat Products. E-Proceedings of Management, 8, 6137.https://openlibrarypublications.telkomuniversity.ac.id/index.php/management/article/view/16364/16077.

Durianto, D., Sugiarto & Sitinjak, T. (2017) Strategies to Conquer the Market Through Equity Research and Brand Behavior. Jakarta: Pt. Main Library Gramedia.

Firmansyah, MA (2019) Marketing: Products and Brands (Planning and Strategy). Surabaya: Qiara Media.

Kusumawati, A.and Rahayu, KS(2020), "The effect of experience quality on customer perceived value and customer satisfaction and its impact on customer loyalty",The TQM Journal, Vol. 32 No. 6, pp. 1525-1540.https://doi.org/10.1108/TQM-05-2019-0150

Lannen, P.andJones, L.(2022), "Scientific accompaniment: a new model for integrating program development, evidence and evaluation",Journal of Children's Services, Vol. 17 No. 4, pp. 237-250.https://doi.org/10.1108/JCS-09-2021-0037

Pramadyanto, R. (2022). Utilization of Digital Marketing in Building Brand Awareness Brand Fashion Streetwear Urbain Inc. Journal of Communication and Information Technology Pelita Harapan University Community, 1(14), 69-92.10.23917/komuniti.v14i1.16841

PSomas, E.(2021), "Future research methodologies of lean manufacturing: a systematic literature review",International Journal of Lean Six Sigma, Vol. 12 No. 6, pp. 1146-1183.https://doi.org/10.1108/IJLSS-06-2020-0082

Putra, I., & Aristana, M. (2020). The Effect of Social Media Marketing on Brand Awareness and Purchase Intention (Case Study: Sanjiwani Gianyar Health Vocational School). Udayana University Economics and Business E-Journal, 9(11), 1035–1044.https://doi.org/10.24843/EEB.2020.v09.i11.p01

Rachmawati, E.,, SandSuroso, A.(2022), "A moderating role of halal brand awareness to purchase decision making",Journal of Islamic Marketing, Vol. 13 No. 2, pp. 542-563.https://doi.org/10.1108/JIMA-05-2020-0145

Rahima, A.,Dang, HP,Nguyen, TT,Cheng, JM-S.andKusumawati, A.(2022), "The subsequent effects of negative emotions: from brand hate to anti-brand consumption behavior under moderating mechanisms",Journal of Product & Brand Management, Vol. ahead-of-print No. ahead-of-print.https://doi.org/10.1108/JPBM-12-2021-3778

Shimp, Terence. 2014. Integrated Marketing Communication in Advertising and Promotion. Jakarta: Salemba Empat.

Silva, ME, Fritz, MMC and El-Garaihy, WH(2022), "Practice theories and supply chain sustainability: a systematic literature review and a research agenda",Modern Supply Chain Research and Applications, Vol. 4 No. 1, pp. 19-38.https://doi.org/10.1108/MSCRA-01-2021-0001

Susanty, A.,Puspitasari, NB,Prastawa, H.andRenaldi, SV(2021), "Exploring the best policy scenario plan for the dairy supply chain: a DEMATEL approach",Journal of Modeling in Management, Vol. 16 No. 1, pp. 240-266.https://doi.org/10.1108/JM2-08-2019-0185

Tjiptono, Fandy. 2015. Marketing Strategy. Fourth Edition. Yogyakarta; ANDI

Tuten, T. and Solomon, MR (2013), Social Media Marketing, Prentice Hall, NJ.