POSITIVE AND NEGATIVE IMPACT OF PLACEMENT OF NON-PROMOTIONAL PRODUCTS AROUND PROMOTED PRODUCTS: ANALYSIS OF HOW PRODUCT PLACEMENT INFLUENCES CONSUMER ENGAGEMENT AND BRAND LOYALTY
Keywords:
product , placement, consumer , involvement, Loyalty, BrandAbstract
Non-promotional product placement plays an important role in modern marketing strategy, influencing consumer engagement and brand loyalty. In this context, this research explores various factors that influence the relationship between consumers and brands promoted through non-promotional product placement. Based on the analysis of related literature, factors such as product relevance to the brand, store environment, product category, and consumer preferences have a significant impact on consumer engagement and brand loyalty. Product placement that is relevant to the brand, placed in a pleasant store environment, in high-involvement product categories, and in line with brand-aligned consumer preferences tends to increase consumer engagement and brand loyalty. Conversely, inappropriate product placement, a chaotic store environment, low-involvement product categories, and a mismatch between consumer and brand preferences can damage the relationship between consumers and brands. Therefore, companies need to pay close attention to their product placement strategies, ensuring that products are positioned appropriately according to the brand, a pleasant store environment for consumers, and product categories that allow for high engagement. Additionally, a good understanding of consumer preferences and values is also important to ensure that product placement supports, rather than undermines, the relationship between consumer and brand.
Downloads
References
Andirwan, A., Asmilita, V., Zhafran, M., Syaiful, A., & Beddu, M. (2023). Digital Marketing Strategy: Innovation to Maximize Consumer Product Sales in the Digital Era. Amsir Multidisciplinary Scientific Journal , 2 (1), 155-166.
Aripin, Z., Fitrianti, NG, & Fatmasari, RR (2023). Digital Innovation and Knowledge Management: The Latest Approaches in International Business. A Systematic Literature Review in the Indonesian Context. KRIEZ ACADEMY: Journal of development and community service , 1 (1), 62-74.
Aripin, Z., Ichwanudin, W., & Faisal, I. (2023). BRAND SUSTAINABILITY STRATEGY DEVELOPMENT: THE ROLE OF SOCIAL MEDIA MARKETING AND MARKETING MANAGEMENT. KRIEZ ACADEMY: Journal of development and community service , 1 (1), 39-49.
Aripin, Z., Mulyani, SR, & Haryaman, A. (2023). MARKETING STRATEGY IN PROJECT SUSTAINABILITY MANAGEMENT EFFORTS IN EXTRACTIVE INDUSTRIES: BUILDING A RECIPROCITY FRAMEWORK FOR COMMUNITY ENGAGEMENT. KRIEZ ACADEMY: Journal of development and community service , 1 (1), 25-38.
Aripin, Z., Sikki, N., & Fatmasari, RR (2024, January). AN IN-DEPTH EXPLORATION OF EMPIRICAL RESEARCH ON ENTREPRENEURIAL MINDFULNESS: A SYSTEMATIC LITERATURE REVIEW TO EXPLORE NUANCES, FINDINGS, AND CHALLENGES. In Journal of West Java Economic Society Networking Forum (Vol. 1, No. 2, pp. 1-15).
Aripin, Z., Supriatna, U., & Mahaputra, MS (2023). WITH THE ADVENT OF CHATGPT: HOW TO IDENTIFY STRENGTHS, WEAKNESSES, OPPORTUNITIES, AND THREATS FOR THE FIELD OF EDUCATION AND THE BUSINESS WORLD OF VARIOUS DISCIPLINES. KRIEZ ACADEMY: Journal of development and community service , 1 (1), 50-61.
Bahri, K. N. (2023). THE IMPORTANCE OF STORE IMAGE, STORE BRAND PRICE IMAGE ON CONSUMER BUYING INTENTIONS . RIZMEDIA LIBRARY INDONESIA.
Dewi, DK (2020). The Effect of Brand Identification on Brand Loyalty by Mediating Brand Engagement and Customer Satisfaction at Tokopedia as an Online Market Place (Doctoral dissertation, STIE Perbanas Surabaya).
Febrianty, AS (2023). The Influence of Brand Involvement, Brand Love, Brand Trust and Product Quality on Toyota Avanza Brand Loyalty in the City of Surabaya (Doctoral dissertation, Hayam Wuruk University Perbanas Surabaya).
Gandasurya, DD (2021). THE INFLUENCE OF BRAND CHARACTERISTICS, COMPANY CHARACTERISTICS, CUSTOMER CHARACTERISTICS ON OTSKY BRAND LOYALTY IN BANDAR LAMPUNG.
Hanuun, NNP, Negara, MRP, & Aripin, Z. (2023, December). ENTREPRENEURIAL EMPOWERMENT IN CREATING SUSTAINABLE DEVELOPMENT IN DEVELOPING COUNTRIES: TO WHAT EXTENT DO THEY STRENGTHEN AND CONTRIBUTE TO EACH OTHER?. In Journal of West Java Economic Society Networking Forum (Vol. 1, No. 1, pp. 54-63).
Lestari, AA THE INFLUENCE OF BRAND IMAGE AND BRAND LOYALTY ON BRAND EQUITY IN IMAGE FACIAL SOAP AMONGST STUDENTS IN PUNGAI RIVER CITY. Sakti Economic Journal , 11 , 82-92.
Mikasari, DA, & Wibowo, AE (2021). Brand Reputation, Brand Competence, Brand Likeability and Trust in the Company towards Vitka Farma Pharmacy Brand Loyalty. Postgraduate Management Journal , 1 (1), 14-25.
Muna, N., Pratiwi, MR, & Yusriana, A. (2021). Celebrity Endorsement and Halal Product Image in Building Brand Loyalty: Study on Wardah Cosmetics. MIX: Scientific Journal of Management , 11 (02), 349510.
OKTADHIVIA, PA (2022). Knowing Muslim Fashion Brand Loyalty Based on Social Media Marketing Activities and Brand Equity.
Pynatih, NMN, Amrita, NDA, & Aripin, Z. (2024). FINANCIAL IMPACT OF BRAND STRATEGY: AN ANALYSIS OF KEY FINDINGS AND FUTURE RESEARCH PROSPECTS. KRIEZ ACADEMY: Journal of development and community service , 1 (3), 33-46.
Sabilla, TAE, Riorini, SV, & Nisa, SA (2024). BRAND POSITIONING STRATEGY ANALYSIS: CASE STUDY OF THE E-COMMERCE INDUSTRY IN INDONESIA. Business, Economics and Entrepreneurship , 6 (1), 9-17.
Sinulingga, NAB, Sihotang, HT, & Kom, M. (2023). Consumer Behavior: Strategy and Theory . Iocs Publishers.
Tamaya, R., & Refi, T.M. (2022). Analysis of Factors that Influence Brand Loyalty among California Fried Chicken (CFC) Consumers in Langsa City. Journal of Business Economics, Management and Accounting , 1 (2), 45-53.
Utomo, SB, Utami, EY, & Ardhiyansyah, A. (2023). The Influence of Brand Activism, Consumer Perceptions of Brand Loyalty: Analysis in the Context of the Fast Fashion Industry in West Java. Businessman Journal: Business and Management Research , 5 (2), 01-10.
Xaviera, W., Riorini, S.V., & Kristaung, R. (2024). The Influence of Marketing Communication Dimensions on Brand Loyalty in
Downloads
Published
Issue
Section
License
Copyright (c) 2024 Raden Roro Fatmasari, Anggun Yolistina , Nida Garnida Fitrianti (Author)
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
