Overview

Original Research

THE PERSONA OF SEVEN MARKETPLACES AND THE CONSUMERS’ PREFERENCES

POPY NOVITA PASARIBU 1, HAURA KEMORA 2, ASTI MARLINA 3, ERRY NUGROHO HIMAWAN 4, and LUCKY HIKMAT MAULANA 5.

Vol 18, No 11 ( 2023 )   |  DOI: 10.5281/zenodo.10153277   |   Author Affiliation: Magister Manajemen, Sekolah Pascasarjana, Universitas Ibn Khaldun, Jl. Sholeh Iskandar, RT.01/RW.10, Kedungbadak, Kec. Tanah Sereal, Kota Bogor, Jawa Barat, Indonesia 1,4; Communication and New Media, Ibn Haldun University, Ordu cad. F-05 Blok No 3, 34480 Başakşehir, Turkey 2; Bisnis Digital, Fakultas Ekonomi dan Bisnis, Universitas Ibn Khaldun, Jl. Sholeh Iskandar, RT.01/RW.10, Kedungbadak, Kec. Tanah Sereal, Kota Bogor, Jawa Barat, Indonesia 3; Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Ibn Khaldun, Jl. Sholeh Iskandar, RT.01/RW.10, Kedungbadak, Kec. Tanah Sereal, Kota Bogor, Jawa Barat, Indonesia 5.   |   Licensing: CC 4.0   |   Pg no: 208-231   |   Published on: 16-11-2023

Abstract

Numerous varieties of marketplaces exist, each catering to distinct customer segments. Customers tend to gravitate towards specific online marketplaces in favor of rivals, showcasing the alignment between customer preferences and the personas embodied by different online marketplaces. Neuromarketing is a digital marketing strategy that based on neurosciences, in this research to analyses the brand personality or persona of each marketplace. MSMEs, as the majority of players in Indonesia, need support to strengthen the digital ecosystem, by examining the digital persona of the top 7 marketplaces in Indonesia: Blibli, Bukalapak, Lazada, Shopee, TikTok Shop, Tokopedia and Zalora and to identify the consumers’ preferences. The personas in this study are based on the motive focus of advertisements perceived by consumers. The research method used is a quantitative survey conducted to explore brands associated with seven marketplaces in Indonesia, as well as to determine the impact of online dimensions on the customer decision-making process. This research uses a non-probability random sampling technique. The data collection method uses snowballing technique with total respondents that meet the criteria are 440 out of 442. The results of this study are that 7 marketplaces in Indonesia have similar values, features, and motives that are in the Limbic Map of the Balance System. As for the Limbic Map, because of the marketplace brand in the Balance System, the limbic type is Harmonizer. The consumers’ preferences on online dimensions are Persona, Domain Name, Personalization, Design, and Entertainment.

Keywords

Neuromarketing; Brand Personality/Persona; Digital Marketing; Micro, Small and Medium Enterprises (MSMEs)