http://http://repository.i3l.ac.id:80/jspui/handle/123456789/87 Master Thesis of I3L Master Student 2026-04-21T15:22:07Z http://http://repository.i3l.ac.id:80/jspui/handle/123456789/1412 Title: Examining the Relationship of Digital Content Marketing and Social Media on Customer Satisfaction and Customer Loyalty in B2B Life Science-Based Instrumentation Industry Case Study: PT. Kromtekindo Utama Authors: Dwijaksara, Made Satriyani Abstract: This thesis investigates the relationship between digital content marketing (DCM), social media engagement, customer satisfaction, and customer loyalty within the B2B life science-based instrumentation industry, specifically focusing on PT Kromtekindo Utama. The study highlights the critical role of digital marketing strategies in enhancing customer retention and loyalty, emphasizing that a mere 5% increase in customer retention can yield significant profit increases. Through a comprehensive literature review and empirical analysis, the research establishes a framework linking DCM and social media to customer satisfaction and loyalty, underpinned by social exchange theory and relationship marketing theory. The research methodology involved a survey distributed to 1,200 business partners, yielding insights into the effectiveness of PT Kromtekindo Utama's digital presence. Key findings indicate that valuable digital content and an active social media presence significantly contribute to customer satisfaction and loyalty. The analysis revealed positive correlations between DCM and customer satisfaction (H1), social media and customer satisfaction (H2), customer satisfaction and loyalty (H3), DCM and loyalty (H4), and social media and loyalty (H5). The results suggest that customers value informative and engaging digital content, which fosters trust and enhances their overall experience with the company. Recommendations for PT Kromtekindo Utama include enhancing digital engagement strategies and continuously updating content across digital platforms to meet customer expectations. Future research directions are proposed to explore the specific types of digital content that optimize customer engagement and the magnitude of DCM and social media's impact on customer satisfaction and loyalty. This study contributes to the understanding of digital marketing's influence in the B2B context, offering valuable insights for practitioners seeking to improve customer relationships in the life sciences sector. 2025-08-31T00:00:00Z http://http://repository.i3l.ac.id:80/jspui/handle/123456789/1411 Title: Consumer Behavior in Indonesia’s Skincare Market: The Influence of Awareness, Preferences, and Promotional Strategies on Purchase Intention for Serum and Moisturizers Authors: Sundah, Janice Evita Abstract: This study explores the influence of consumer awareness, brand preference, and promotional strategies on purchasing intention for skincare products, specifically serums and moisturizers, among Indonesian female consumers. The research was conducted using a quantitative method through an online survey with 100 respondents. Data were analyzed using Pearson correlation and multiple linear regression techniques. The results revealed that both awareness and preference had a significant and moderately strong positive relationship with purchase intention (r = 0.570 and r = 0.566, respectively), while promotional strategy had a weaker but still statistically significant influence (r = 0.273). Regression analysis further confirmed that awareness and preference significantly predict purchase intention, whereas promotional strategy does not show a significant impact. These findings suggest that while promotions can generate short-term consumer interest, long-term purchase intentions are more effectively driven by awareness and preference. The study provides practical implications for marketers to focus on brand-building and emotional engagement rather than relying solely on promotional tactics. Future research is recommended to explore other psychological and contextual factors such as brand trust, satisfaction, and online engagement to better understand consumer behavior in the skincare market. 2025-08-31T00:00:00Z http://http://repository.i3l.ac.id:80/jspui/handle/123456789/1410 Title: Comparative Analysis of Purchase Determinants influencing Purchase Intention towards Processed Snacks Among Health-Conscious and Non-Health-Conscious Young Adults Across Economics Level Authors: Livia, Natasha Abstract: The demands for healthier lifestyle have been increasing worldwide, Jakarta included. Studies have shown that health consciousness significantly influences consumers’ purchase intentions towards food products. As health-consciousness continues to trend, understanding what different individuals seek in processed snack products can provide valuable insights. This study aims to explore the role of price, packaging & branding, taste, and health perception in the purchasing decisions of young adults in Jakarta across different economic levels, offering useful information for both the food industry and policymakers in shaping market strategies and product development Using a quantitative cross-sectional design, 85 participants were divided into health-conscious (HC) and non-health-conscious (NHC) groups based on a health awareness screening. Key variables analyzed included taste, price, nutrition, packaging, and brand, using multiple linear regression and independent-sample t-tests. Results show that economic level was significantly correlated with health-consciousness, with higher economic status linked to greater health awareness, supporting the conclusion that economic privilege endorsed better health-driven behaviors. Amongst the determining factors, the study found no statistically significant differences in perceptions of taste, price, nutrition, packaging, and brand between the two groups. Taste was consistently rated highly across both groups, thus needs to be enhanced and maintained. Health conscious individuals rated taste and nutritional awareness highly, preferring processed snacks that are nutritious and have good taste. Their purchase intentions were influenced by branding, suggesting reliance on brand trust and perceived quality. Non-Health conscious may prioritize affordability more, as it was rated highly. They found packaging to significantly influence their purchase intention, therefore should be kept attractive and informative. The findings suggest that marketing strategies should differ by targeted consumer health orientation and economic background, focusing on strategic pricing and maintaining good taste. 2025-08-31T00:00:00Z http://http://repository.i3l.ac.id:80/jspui/handle/123456789/1409 Title: Consumer Acceptance Of Bsf-Based Products: The Roles Of Knowledge, Perceived Usefulness, And Attitude In Shaping Purchase Intention Authors: Sungkono, Giovano Tannaka Handojo Abstract: This research explores consumer acceptance of Black Soldier Fly (BSF) products in Indonesia, emphasizing their importance in sustainable waste management and protein production. Utilizing a quantitative 7-point Likert scale methodology, it assesses consumer awareness, purchasing behavior, social media influence, and environmental perceptions. Findings reveal moderate awareness of BSF products with limited direct usage, while social media significantly shapes perceptions, especially through discount promotions. Despite recognition of the environmental benefits, challenges like pricing, product availability, and cultural differences hinder broader adoption. Notably, Hypothesis 5 (H5) was rejected, indicating that cultural factors and varying levels of knowledge about BSF products significantly influence consumer attitudes and intentions. The study identifies strategic interventions, including educational campaigns and government-industry collaboration, to enhance BSF acceptance. Limitations such as cultural biases and sample representativeness are noted, suggesting the need for further longitudinal studies and expanded regional sampling. Overall, this research lays the groundwork for effective marketing strategies and policy frameworks to support the sustainable growth of BSF farming. 2025-08-31T00:00:00Z