[PRESENTASI] Laporan Analisis Perilaku Konsumen dan Strategi Pemasaran - Sepatu Ortuseight Solar

Summary

The analysis of Ortus Solar, a local Indonesian running shoe brand, explores how the product appeals to consumers through its combination of functional, emotional, and symbolic values. Key insights reveal that consumers value both the performance and local pride associated with the brand. Recommendations focus on strengthening community engagement, leveraging influencer endorsements, and aligning with nationalistic and health-conscious trends. The report suggests that Ortus Solar's ability to combine local identity with modern innovation is key to building long-term consumer loyalty and competing effectively in the sportswear market.

Takeaways

• 😀 The Ortoside Solar running shoes are a local Indonesian product that combines innovation, performance, and local pride, targeting active consumers with an emphasis on health and fitness.
• 😀 The product attracts consumers who are not only interested in functionality but also in supporting local brands, positioning the shoes as a symbol of national pride and quality.
• 😀 Consumer decisions to purchase Ortoside Solar are influenced by reviews from athletes and professionals, which boost trust and confidence in the product.
• 😀 Post-purchase experiences that are positive contribute significantly to brand loyalty, with consumers recommending the product to others, strengthening its reputation.
• 😀 The shoes serve both a functional purpose for sports and running, and also fulfill a symbolic role, representing an active lifestyle and social identity focused on health.
• 😀 Factors like social media influence, personal identity, and the desire for a high-quality local product play a critical role in the consumer's decision-making process.
• 😀 Ortoside Solar shoes cater to consumers who prioritize both physical health and mental well-being, with the brand appealing to those with an active and health-conscious lifestyle.
• 😀 Nationalism and a sense of local pride are key emotional drivers in purchasing decisions, as consumers feel they are contributing to local economic growth while supporting a competitive product.
• 😀 Marketing strategies should emphasize the product’s combination of innovation, comfort, and affordability to appeal to a wider audience, especially in a competitive market dominated by international brands.
• 😀 Expanding consumer awareness through influencer partnerships, social media engagement, and educational campaigns about the product's quality and features will help the brand grow its presence in the market.

Q & A

What is the primary focus of the research discussed in the transcript?

The primary focus is on understanding consumer behavior related to the Ortoside Solar running shoes, specifically how functional, emotional, and symbolic values influence purchasing decisions and brand loyalty.

How does consumer behavior theory apply to the Ortoside Solar product?

Consumer behavior theory is applied by analyzing how consumer decisions are influenced by factors such as product function (comfort, quality), emotional connection (national pride, health consciousness), and social identity (support for local brands, active lifestyles).

What role do professional athletes play in influencing the purchase of Ortoside Solar shoes?

Professional athletes serve as credible endorsers, influencing consumer behavior through positive reviews and their authoritative stance on the product's performance, thus encouraging potential customers to trust and purchase the shoes.

How do community and social influences impact consumer decisions in this case?

Social influences play a significant role, as consumers are influenced by word-of-mouth recommendations, peer reviews, and endorsements from athletes and fitness communities. This helps create a sense of trust and validation for the product.

What does the transcript suggest about the symbolism of the Ortoside Solar shoes?

The Ortoside Solar shoes are not only seen as a functional product for running but also as a symbol of support for local brands, reflecting the consumer's identity, national pride, and commitment to a healthy, active lifestyle.

How do local cultural and societal factors influence the product's appeal?

The shoes appeal to consumers who are proud of supporting local products, value innovation, and seek items that resonate with their cultural and social values. The focus on national pride and local innovation strengthens the product’s cultural relevance.

What are the key emotional drivers behind purchasing Ortoside Solar shoes?

Key emotional drivers include national pride, the desire to support local businesses, the need for high-quality products, and alignment with a healthy, active lifestyle.

What strategic marketing recommendations are made in the transcript for increasing the product's visibility?

The recommendations include leveraging social proof through athlete endorsements, creating community-driven marketing events (such as marathons), educating consumers on the product's quality, and focusing on sustainability to appeal to environmentally-conscious buyers.

How does the transcript suggest improving brand loyalty for Ortoside Solar?

Brand loyalty can be enhanced by building a strong community through social media engagement, word-of-mouth marketing, athlete collaborations, and reinforcing the emotional and cultural connections consumers have with the brand.

What challenges are highlighted in the transcript regarding the Ortoside Solar brand's market reach?

The primary challenge is increasing awareness and overcoming skepticism about local products. Many consumers may not yet be familiar with the brand, and there is a need to educate the market on the quality and performance of the shoes to compete with international brands.