Final Paper of Bioentrepreneurship Student http://http://repository.i3l.ac.id:80/handle/123456789/92 2026-04-21T18:37:19Z 2026-04-21T18:37:19Z Darmawan, Muhammad Bagus http://http://repository.i3l.ac.id:80/handle/123456789/1396 2026-01-26T03:11:46Z 2025-08-31T00:00:00Z

Title: Qualitative Assessment of 4P-Marketing Mix : Launching Modified Resistance Band for Indonesian Martial Arts Authors: Darmawan, Muhammad Bagus Abstract: The martial arts sector in Indonesia is rapidly expanding. Several factors contribute to this growth, including advancements in digital technology and the incorporation of martial arts into the entertainment sector, which broadens the martial arts industry's reach. The spread of this trend affects practitioners in Indonesia who want to increase their strength performance, thus they need equipment that meets their needs at a reasonable price. Resistance bands have advantages over other martial arts equipment, thus they may be tailored to the needs of martial arts practitioners in Indonesia. This study will use secondary data to determine the suitability of the Indonesian martial arts market. The market assessment procedure for determining the 4P-marketing mix strategy begins with an environmental analysis to identify strengths and weaknesses before moving on to market identification to identify the appropriate target customers. The 4P-marketing mix plan is then tested using qualitative market research with 20 respondents selected through purposive sampling. To ensure that the in-depth interview goes smoothly, questions are asked without a predetermined framework. The interview results are examined using theme analysis methodologies to arrange and determine the pattern of informant responses. The study findings show that the 4P-marketing mix method was designed to fulfill market demands, albeit there is a minor mismatch in the price portion that necessitates an adjustment to the computation utilized to establish the product price. Future project recommendations are based on the availability of statistical data and quantitative approaches, as well as a larger budget that allows for a more diverse marketing strategy.

2025-08-31T00:00:00Z Christian, Russell http://http://repository.i3l.ac.id:80/handle/123456789/1395 2026-01-26T03:04:19Z 2025-08-31T00:00:00Z

Title: The Influence of Eco-Friendly Beverage Product Packaging and Price Perception among Environmentally-Aware Customers Toward Customer Loyalty Authors: Christian, Russell Abstract: This study investigates the relationship between Eco-Friendly Beverage Product Packaging, Price Perception, and Customer Loyalty among environmentally-aware customers in Jakarta, Indonesia. Grounded in the Theory of Planned Behavior, the research explores whether sustainability-related features influence actual repeat purchasing behavior, beyond mere purchase intention. Using a quantitative explanatory design, data were collected via structured questionnaires from 163 respondents who met specific loyalty criteria (purchased at least thrice within the last six months). Analysis was conducted using Partial Least Squares Structural Equation Modeling (PLS-SEM). Results reveal that Price Perception has a significant positive effect on Customer Loyalty, indicating that perceived fairness and affordability are strong drivers of repeated purchases. In contrast, Eco-Friendly Packaging does not significantly influence Customer loyalty, suggesting that sustainability features alone may not suffice to retain customers unless economic expectations are also met. The findings highlight a behavioral gap between environmental values and purchasing decisions, underscoring the need for businesses to align green marketing with competitive pricing to effectively foster Customer Loyalty.

2025-08-31T00:00:00Z Cenisius, Vieri Luois http://http://repository.i3l.ac.id:80/handle/123456789/1394 2026-01-26T02:54:51Z 2025-08-31T00:00:00Z

Title: Analyzing the Influence of Perceived Usefulness, Cost Effectiveness, and Interactivity on Instagram Usage and Impact on Business Among Singkawang MSMEs Authors: Cenisius, Vieri Luois Abstract: In the current digital era, Instagram has become one of the most widely used social media platforms by Micro, Small, and Medium Enterprises (MSMEs) for marketing, customer engagement, and sales. However, there is still limited research on how several factors influence Instagram adoption and its impact on business performance, especially in Singkawang. This study aims to analyze the influence of perceived usefulness, cost-effectiveness, and interactivity on Instagram usage, as well as how Instagram affects the business performance of MSMEs in Singkawang. This study used a quantitative research method by distributing an online questionnaire via Instagram and offline to MSMEs owners in Singkawang. The sample of this research is 75 MSMEs respondents who use Instagram for their businesses. The author used SmartPLS 4 to analyse the data, for example, outer loadings, construct reliability and validity, path coefficient, p-value, and R-squared values. The results show that perceived usefulness has a significant and positive influence on Instagram usage; meanwhile, cost effectiveness and interactivity do not show a significant impact. Among the three variables, perceived usefulness is the strongest factor, followed by cost effectiveness, and interactivity is the weakest factor. Additionally, Instagram usage significantly influences business performance. These findings describe that MSMEs are more likely to use Instagram when they find it useful, which could also improve their business performance.

2025-08-31T00:00:00Z Tjokro, Jyotiska Aditya http://http://repository.i3l.ac.id:80/handle/123456789/1393 2026-01-26T02:43:02Z 2025-08-31T00:00:00Z

Title: The Influence of Brand Icon Ayam Roy on Purchase Intention and Brand Loyalty of Royco Consumers Authors: Tjokro, Jyotiska Aditya Abstract: This study explores the impact of Royco’s brand icon, Ayam Roy, on purchase intention and brand loyalty. Using a quantitative approach with Likert-scale questionnaires, the findings show that while brand perception has minimal direct effect on purchase intention, it significantly influences brand loyalty—which strongly drives purchasing behavior. The model demonstrates high reliability, validity, and explanatory power, confirming that brand loyalty fully mediates the link between perception and intention. These results highlight the strategic value of loyalty-building in character-driven branding.

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