Article Sidebar

Download
PDF
Statistic
Read Counter : 132 Download : 56

Downloads

Download data is not yet available.

Main Article Content

Abstract

This study examines the influence of advertising spending, customer relationship management, market segmentation, and competitive positioning on brand awareness and revenue growth in the retail sector of Indonesia. Data from 300 participants were gathered and analyzed using Structural Equation Modeling-Partial Least Squares version 3, employing a quantitative methodology. The findings demonstrate that all proposed connections are statistically significant and positive, suggesting that making smart investments in advertising, implementing good customer relationship management techniques, conducting precise market segmentation, and establishing a strong competitive position have a substantial impact on increasing brand awareness and driving revenue growth. These findings provide significant information for retail managers and marketers who want to optimize their marketing strategy and achieve sustainable growth in a competitive market.

Keywords

Advertising Expenditure CRM Market Segmentation Competitive Positioning Brand Awareness

Article Details

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License.

How to Cite
Wulandari, A., Purnomo, & Rustandy, A. (2024). The Role of Market Segmentation and Competitive Positioning in Increasing Brand Awareness in the Indonesian Retail Industry. Ilomata International Journal of Management, 5(4), 1390-1412. https://doi.org/10.61194/ijjm.v5i4.1293

References

  1. Akande, O., Asani, E. O., & Dautare, B. (2024). Customer Segmentation Through RFM Analysis and K-Means Clustering: Leveraging Data-Driven Insights for Effective Marketing Strategy. Ceddi Journal of Information System and Technology (JST), 3(1), 14–25.
  2. Akinseye, E. M., Onimole, S. O., Ekundayo, O. A., & Adebusoye, A. B. (2022). Impact of marketing strategies on organizational growth: a study of selected industries in Lagos state Nigeria. International Journal of Business and Economics Research, 11(1), 1–7.
  3. Akram, A. W., & S. Pougajendy. (2023). A Study on “Elevating Brand Visibility”: an Analysis of Marketing Strategies and Their Impact on Sales for Team Cycle World Pondicherry. International Journal For Multidisciplinary Research, 5(6), 1–13. https://doi.org/10.36948/ijfmr.2023.v05i06.10680
  4. Alam, K., Chowdhury, M. Z. A., Jahan, N., Rahman, K., Chowdhury, R., Mia, M. T., & Mithun, M. H. (2023). Relationship between Brand Awareness and Customer Loyalty in Bangladesh: A Case Study of Fish Feed Company. Journal of Knowledge Learning and Science Technology ISSN: 2959-6386 (Online), 2(3), 212–222.
  5. Anggoro, W. B. (2022). THE EFFECT OF ADVERTISING SPENDING ON BRAND LOYALTY MEDIATED BY STORE IMAGE, PERCEIVED QUALITY, AND BRAND TRUST. House of Management and Business (HOMBIS) Journal, 1(1), 13–23.
  6. Arcanu, V.-B. (2011). Data Mining in Customer Relationship Management. Annals-Economy Series, 2, 161–167.
  7. Aurellia, S., & Oktavianti, R. (2024). Strategi Komunikasi Pemasaran dalam Meningkatkan Brand Awareness Pembeli di Perusahaan Retail. Kiwari, 3(1), 96–104.
  8. Aviyatno, A. F., & Kholid, M. N. (2023). Analisis Kinerja Keuangan pada Perusahaan Jaringan Distribusi Ritel di Indonesia. Kompak: Jurnal Ilmiah Komputerisasi Akuntansi, 16(2), 394–404.
  9. Barney, J. (1991). Competitive advantage. Journal of Management, 17(1), 99–120.
  10. Bonney, E. K. (2014). The Impact of advertising on consumer purchase decision. Undergraduate Thesis.
  11. Campos Requena, N. A. (2021). Market segmentation under the choice modelling framework. Universidad del Desarrollo. Facultad de Economía y Negocios.
  12. Chauhan, R. (2019). Exploring the Role of Data Mining in Customer Relationship Management. NeuroQuantology, 17(3), 152.
  13. Clark, C. R., Doraszelski, U., & Draganska, M. (2009). The effect of advertising on brand awareness and perceived quality: An empirical investigation using panel data. Qme, 7, 207–236.
  14. Claudia, A., & Sofiani, S. (2023). ANALISIS PENGARUH BRAND AWARENESS TERHADAP KEPUTUSAN PEMBELIAN DI CLOVIA RESTAURANT, HOTEL MERCURE JAKARTA SABANG. Jurnal Ilmiah Global Education, 4(4), 2016–2026.
  15. Dewi, F. K., & Belgiawan, P. F. (2024). The Impact of Brand Awareness, and Product Attributes to Increase Purchase Intention (Study Case: Transvision). International Journal of Current Science Research and Review. https://doi.org/https://dx.doi.org/10.47191/ijcsrr/v7-i2-28
  16. Faadhilah, E. J. N., Helmalia, I. M., Purba, T. D. M., Pudiasrini, W., Putri, W. Y. E., & Arum, D. P. (2024). Implementasi Bahasa Indonesia Dalam Upaya Pengembangan Bisnis UMKM Kuliner di Medokan Asri. JUMBIWIRA: Jurnal Manajemen Bisnis Kewirausahaan, 3(1), 1–10.
  17. Fadhilah, S. N., & Abdurrahman, A. (2024). Implementation of Customer Relationship Management (CRM) Strategy in Increasing the Loyalty of Non-Pawn Customers at PT Pegadaian Lempuyangan Branch. Finance: International Journal of Management Finance, 1(3), 1–10.
  18. Fazli, S., & Rashidi, M. (2013). The role of the factors affecting the financial and marketing aspects of customer relationship management strategy. Management and Administrative Sciences Review, 5(2), 583–593.
  19. Felix, A., & Rembulan, G. D. (2023). Analysis of Key Factors for Improved Customer Experience, Engagement, and Loyalty in the E-Commerce Industry in Indonesia. Aptisi Transactions on Technopreneurship (ATT), 5(2sp), 196–208.
  20. Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39–50.
  21. Freundt, V. L. M. A., & Foschiera, L. V. B. (2023). The impact of voluntary recall on the trust of loyal and first-time consumers in a high awareness brand after a functional transgression. Corporate Reputation Review, 1–13.
  22. González-Mosqueda, M. L., Gil-Pérez, H., Martínez-Tapia, K., León-Olivares, E., & Ibarra Huesca, M. G. (2023). Digital Marketing as a strategy to increase the income of the company" Rutas Turísticos el Chico" in Hidalgo. International Journal of Combinatorial Optimization Problems & Informatics, 14(3).
  23. Hair, J. F., Gabriel, M., & Patel, V. (2014). AMOS covariance-based structural equation modeling (CB-SEM): Guidelines on its application as a marketing research tool. Brazilian Journal of Marketing, 13(2).
  24. Hair, J. F., Ringle, C. M., & Sarstedt, M. (2011). PLS-SEM: Indeed a silver bullet. Journal of Marketing Theory and Practice, 19(2), 139–152.
  25. Hardani, H. A., Ustiawaty, J., Istiqomah, R. R., Fardani, R. A., Sykmana, D. J., & Auliya, N. H. (2020). Buku metode penelitian kualitatif \& kuantitatif. Yogyakarta: CV. Pustaka Ilmu Group.
  26. Harish, A. S., & Malathy, C. (2023). Customer Segment Prediction on Retail Transactional Data Using K-Means and Markov Model. Intelligent Automation & Soft Computing, 36(1).
  27. Harsono, I., Indrapraja, R., Kusnadi, I. H., & Rohman, S. (2024). Application of Dynamic Structural Model to Identify Factors That Influence Capital Adjustments in The National Manufacturing Industry. Jurnal Informasi Dan Teknologi, 29–33.
  28. Hawari, I., Purwanto, H., Pitara, S. W., & Subaeki, B. (2023). IMPLEMENTASI CUSTOMER RELATIONSHIP MANAGEMENT (CRM) MENGGUNAKAN ODOO STUDI KASUS: PETERNAKAN BURUNG PUYUH DI PEMALANG. Prosiding Seminar Sosial Politik, Bisnis, Akuntansi Dan Teknik, 5, 366–374.
  29. Henseler, 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, 115–135.
  30. Herison, R., Sahabuddin, R., Azis, M., & Ramli, A. (2024). The Impact of Creativity, Work Motivation, and Entrepreneurial Commitment on Business Performance in Indonesian Specialty Food Industry. Futurity Economics&Law, 4(1), 87–107.
  31. Imron, A., & Ariyanti, R. (2023). The Influence Of Service Quality, Customer Relationship Management (CRM) And Brand Image On Customer Loyalty With Customer Satisfaction As An Intervening Variable. International Conference On Digital Advanced Tourism Management And Technology, 1(1), 103–117.
  32. Jabade, V., Ghadge, S., Jamadar, M., & Girase, P. (2023). Customer Segmentation for Smooth Shopping Experience. 2023 4th International Conference for Emerging Technology (INCET), 1–7.
  33. Judijanto, L., Destiana, R., Sudarmanto, E., Suprapti, I. A. P., & Harsono, I. (2024). Analisis Pengaruh Adopsi Teknologi Finansial, Kepercayaan Nasabah, dan Regulasi Terhadap Penggunaan Layanan Keuangan Digital. Jurnal Akuntansi Dan Keuangan West Science, 3(01), 20–28.
  34. Judijanto, L., Mendrofa, Y., Harsono, I., Sebayang, P., & Johari, F. (2024). MODERN APPROACHES TO RISK MANAGEMENT IN INVESTMENT PORTFOLIOS: STRATEGIES IN MARKET VOLATILITY. INTERNATIONAL JOURNAL OF ECONOMIC LITERATURE, 2(2), 362–372.
  35. Kaur, M., Sharma, A., Kishore, M., Shubhnath, S. S., & Verma, H. (2023). Customer Segmentation with RFM Analysis using ML Models. 2023 3rd International Conference on Innovative Mechanisms for Industry Applications (ICIMIA), 743–749.
  36. Khairunisa, N. A., Kalila, S. A., & Usman, O. (2023). Analysis of Factors That Influence Brand Awareness and Purchasing Decisions on Online Marketplace. International Student Conference on Business, Education, Economics, Accounting, and Management (ISC-BEAM), 1(1), 511–526.
  37. Koguashvili, P., & Otinashvili, R. (2022). Peculiarities of Competitiveness Strategies in Business. Economics and Business, 15. https://doi.org/10.56079/20221/6
  38. Kotler, P., Burton, S., Deans, K., Brown, L., & Armstrong, G. (2015). Marketing. Pearson Higher Education AU.
  39. Kotler, P., & Keller, K. L. (2016). Manajemen Pemasaran. 12th edn. jakarta: PT. Indeks.
  40. Kraujalienė, L., & Kromalcas, S. (2022). Brand positioning strategy in the competitive aspect. Business: Theory and Practice, 23(2), 467–475.
  41. KULKARNI, MR., & REMANE, DR. G. N. (2023). a Study of Effective Use of Marketing Strategies To Improve the Financial Performance With Reference To Divine Industrial Solutions, Jayasingpur. Interantional Journal of Scientific Research in Engineering and Management, 07(02), 1–17. https://doi.org/10.55041/ijsrem17801
  42. Kurnia, J. (2024). Penerapan Customer Relationship Management sebagai strategi pemasaran berbasis data di PT. Gragaz Berkah Sejahtera. Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah, 6(5), 5493–5509.
  43. Kurniawan, C., & Rusdi, F. (2024). Strategi Komunikasi di Media Sosial PT. Pos Logistik Indonesia dalam Membangun Brand Awareness. Prologia, 8(1), 152–159.
  44. Li, Y., Wang, S., & Wang, X. (2024). A Study on the Influence of New Feminist Brand Advertising on Chinese Consumer Behavior. Advances in Economic Development and Management Research, 1(2), 83. https://doi.org/10.61935/aedmr.2.1.2024.p83
  45. Lianos, G., & Sloev, I. (2016). Customer acquisition and customer retention in a competitive industry. Rediscovering the Essentiality of Marketing: Proceedings of the 2015 Academy of Marketing Science (AMS) World Marketing Congress, 541–552.
  46. Mahboobi Renani, E. S., Amiri Aghdaie, S. F., Mohammad Shafiee, M., & Ansari, A. (2021). Developing a scale for brand competitive positioning: a study in the home appliance industry. Journal of Modelling in Management, 16(2), 558–578.
  47. Malika, C. J. (2024). A comparative analysis of social media engagement of brand local fashion in Indonesia.
  48. Mihajlović, V., & Miletić, V. (2022). Limiting factors of strategic positioning within established businesses. Ekonomski Signali: Poslovni Magazin, 17(1), 107–119.
  49. Nagaraj, P., Kumar, C. B., Kumar, K. C., Venu, B., Sekar, R. R., & Rajkumar, T. D. (2023). Customer Segmentation Using Supervised and Unsupervised Machine Learning Techniques. 2023 International Conference on Data Science, Agents & Artificial Intelligence (ICDSAAI), 1–6.
  50. Nugroho, Y. A., Rukmi, M. P., & Perdhiansyah, P. (2023). The Effectiveness of Advertising Cost Against Sales and Firm Value. Journal of Applied Accounting and Taxation, 8(1), 1–8.
  51. Nurcahya, K. E. (2014). The impact of perceived advertising spending and price promotion on brand equity: A case of ABC brand. IBuss Management, 2(2).
  52. Okeke, M. N., Aganoke, C. U., Oshi, J., & Oboreh, J. C. (2019). Customer relationship management and organizational performance in Nigeria banking sector south-south. International Journal of Arts, Languages and Business Studies, 2(1).
  53. Porter, M. E. (1980). Industry structure and competitive strategy: Keys to profitability. Financial Analysts Journal, 36(4), 30–41.
  54. Prabowo, S. H. W., Parahiyanti, C. R., Dewi, Y. R., & Abd Aziz, N. (2023). Designing CRM-CAR (Customer Relationship Management--Computer Aided Recognition) Based on Facial Recognition Technology to Increase Business Competitiveness by Utilizing Artificial Intelligence. KnE Social Sciences, 110–120.
  55. Prabowo, T. A., & Dirgantara, I. M. B. (2023). Pengaruh CRM Sebagai Strategi Keunggulan Bersaing Syaria Untuk Meningkatkan Loyalitas dan Penjualan (Studi pada Distributor Suku Cadang Kendaraan Roda Dua di Jawa Tengah). Jurnal Ilmiah Ekonomi Islam, 9(2), 2998–3005.
  56. Prayudi, D., & Nugraha, R. (2022). The influence of advertising, direct marketing and event experience on brand awareness and their impact on purchase decision. Jurnal Riset Bisnis Dan Manajemen, 15(01), 50–55.
  57. Rondonuwu, A. O., & Rangkuti, F. (2024). The Influence of Brand Image Brand Awareness and Promotion on Purchase Decisions for Ubiquiti Brand IT Network Devices in Indonesia. Co-Value Jurnal Ekonomi Koperasi Dan Kewirausahaan, 14(12).
  58. Safruddin, S., Judijanto, L., & Harsono, I. (2024). Bibliometric Analysis of the Effect of Sustainable Agricultural Practices on Farmers’ Economic Sustainability. West Science Interdisciplinary Studies, 2(01), 208–215.
  59. Sardjono, W., Kristin, D., & Putra, G. (2023). Model of Customer Relationship Management Systems Evaluation Using Factor Analysis. https://doi.org/10.1109/ICIMTech59029.2023.10277947
  60. Shahid, S., & Zafar, S. (2019). Brand positioning strategies and their effectiveness: A case of high street fashion retail brands in Pakistan. Paradigms, 13(2), 90–99.
  61. Streit, A. K. (2022). The Effect of Advertising on Brand Awareness and The Impact on Decisions to Use Anteraja’s Services. KnE Social Sciences, 377–383.
  62. Sugita, F. M. R., & Handayani, W. (2024). The Influence of Digital Marketing and Brand Awareness on Forming the Branding Image of Technology Companies. Valley International Journal Digital Library, 5757–5762.
  63. Suradihardjo, G. P. D., Widarmanti, T., & Irawan, H. (2023). Measuring brand awareness of online travel agents using SNA method based on Twitter user interaction. AIP Conference Proceedings, 2508(1).
  64. Suryaningsih, D. A. (2022). Customer Relationship Management PT Agrapana Wukir Panca. Journal Research of Social Science, Economics, and Management, 1(11), 1851–1857.
  65. Sutanto, H., Suprapti, I. A. P., & Harsono, I. (2024). Study Determinants of Labor Absorption in Layer Breeder Chicken Farming Sector Businesses. Journal of Economics, Entrepreneurship, Management Business and Accounting, 2(1), 40–46.
  66. Syahlan, F., Hurriyati, R. R., & Dirgantari, P. D. (2023). Success in Indonesia Analyzed Through Price, Quality, Branding, Promotion, and Consumer Perception. West Science Business and Management, 1(05), 532–543.
  67. Synytsya, M. (2020). The Competitive Position of the Company: The Contradictions of Essence and New Approaches.
  68. Syzdykova, A., & Azretbergenova, G. (2024). Formation of brand positioning strategy in small and medium enterprises. ECONOMIC Series of the Bulletin of the L.N.Gumilyov ENU, 27–44. https://doi.org/10.32523/2789-4320-2024-2-27-44
  69. Tarigan, C. P., Simarmata, J., Hutasoit, L. M., & Saragih, L. S. (2024). Dampak Brand Positioning Terhadap Persepsi Konsumen Dan Niat Membeli di Toko Kijora Lemang Batok. Jurnal Manajemen Dan Ekonomi Kreatif, 2(1), 214–219.
  70. Trivedi, G., & Bhagat, M. (2024). Unveiling Small Scale Entrepreneurs’ Insights on Revenue Impact Through Social Media Marketing at Gandhinagar. RESEARCH REVIEW International Journal of Multidisciplinary, 9(5), 1–8.
  71. Vamsee, C. S., Rakesh, D., Prathyusha, I., Dinesh, B., & Bharathi, C. (2023). Demographic and psychographic customer segmentation for ecommerce applications. 2023 2nd International Conference on Applied Artificial Intelligence and Computing (ICAAIC), 615–622.
  72. Vartanova, O., Kolomytseva, O., Bilyk, V., Budnikevich, I., Vasylchenko, L., & Burtseva, T. (2021). Enterprise competitive positioning based on knowledge resources identification. Entrepreneurship and Sustainability Issues, 9(1), 529.
  73. Vidani, J. (2024). Optimizing Customer Relationships: A Case Study of CRM Practices at Puma Outlet in Ahmedabad city of Gujarat. Available at SSRN 4848115.
  74. Voleva, I. (2020). MARKET POSITIONING AND INFLUENCE OF TOURIST DESTINATIONS DEVELOPING EDUCATIONAL TOURISM. Entrepreneurship, XVII, 99–103. https://doi.org/10.37708/ep.swu.v8i2.9
  75. Wijayanto, G., Rama, R., Jushermi, J., Pramadewi, A., Rivai, Y., & Deswita, S. (2024). The Effect of Pricing Strategy, Promotional Activities, Market Research, and Supply Chain Management on Marketing Performance in Indonesian Start-ups. International Journal of Business, Law, and Education, 5(1), 1354–1368.
  76. Winarso, W., Panday, R., & Suryati, A. (2019). Market Segmentation as A Marketing Strategy to Achieve The Market of The Company Market. International Conference on Environmental Awareness for Sustainable Development in Conjunction with International Conference on Challenge and Opportunities Sustainable Environmental Development, ICEASD & ICCOSED 2019, 1-2 April 2019, Kendari, Indonesia.
  77. Yu, X. (2024). The Impact of Brand Positioning on Consumer Willingness to Pay in the Social Media Environment. Frontiers in Business, Economics and Management, 13(1), 214–217.
  78. Yusbardini, Y., Gunawan, A., & Julianto, A. (2023). CUSTOMER RELATIONSHIP MANAJEMEN PADA UKM. PRIMA : PORTAL RISET DAN INOVASI PENGABDIAN MASYARAKAT, 2, 117–122. https://doi.org/10.55047/prima.v2i1.511
  79. Zhang, X., Ghosh, A., & Ali, D. A. (2024). Research on Marketing Strategy Management based on Customer Retention. Academic Journal of Management and Social Sciences, 6(2), 66–70.
  80. رغدان, ش. م. ح., & حمدي, ش. م. (2024). The Effect of Applying Customer Relationship Management (CRM) on Improving Citizens’ Satisfaction with Public Services in Egypt by Applying it to the Egyptian Post. مجلة السياسة والاقتصاد, 22(21), 448–465.