Customer Analysis Using Business Buying Behavior Framework to Develop a B2B Marketing Strategy for User Experience (UX) Studio, Uxgala

Abstract

Digitalization in Indonesia is rapidly increasing due to the level of active internet users, putting Indonesia as one of the most potential digital markets in the world. This phenomenon also raises the demand and opportunity for User Experience (UX) studios, such as Uxgala, to be involved in digitalization by providing the start-up a UX development service for the digital product.
 Unfortunately, Uxgala as a newcomer to the UX development business still has a low reputation and weak competitive advantage. Meanwhile, many competitors and substitutes are also crowding the market. This situation is then intensified by market conditions that have not fully realized the importance of user experience.
 In this research, the marketing strategy development was based on the customer analysis through direct interview and indirect observation method, using business buying behavior framework. The study shows that different markets have different needs for UX development services and dissimilar behavior in the purchasing decision that Uxgala can use to strengthen its market targeting and brand positioning. Moreover, developing the 7P’s marketing mix that suits the targeted market and also strongly performs the brand positioning.

Modeling a New Supplier Preference Paradigm: A Business-to-Business and African Developing Economy Context

“…Se eral inquiries affirm that supplier evaluation and selection frequently use the quality the products and services as primary selection benchmarks [83][84][85][86][87]. Therefore, this stu shows that an excellent quality of service will ensure access to the vendors' personnel an African developing country context, which adds value to the request for further search across economies and countries that have divergent B2B supplier, procureme and marketing needs [22,25,55,60,62].…”

“…As previously mandated, the study makes an original theoretical contribution in terms of the new sustainable B2B procurement framework, viz., environmental (planet) [21,22,[24][25][26], social (people) [22,25,51,[53][54][55][56][57][58][59], and economical (profit) factors [23,50] via the development of a new B2B supplier preference model [27,63,[65][66][67] and the assessment of the various procurement/supplier factor associations [21][22][23]25,51,55,60,61,64] in a multisector and African developing country context [22,25,55,[60][61][62][63]. The study added to the TBL sustainability framework and 3P theory by identifying a number of associations between the various planet, people, and profit pillars.…”

“…A number of inquiries assert that different factors and/or constructs should be considered in the evaluation of suppliers and sustainable B2B procurement [21][22][23]25,51,55,60,61]. Nilsson and Göransson [22], Voola [25], Difrancesco et al [55], Cherian and Arun [60], and Mufti and Aprianingsih [62] reveal that various economies and sectors have divergent B2B procurement, supplier, and marketing needs, so further research is necessary across countries, economies, and industries. Manchanda and Deb [63] confirm that B2B procurement studies should consider buyers across multiple industries, which should not be limited to individual industries and sectors.…”

“…This study endeavors to address a number of the aforementioned research gaps and make an original contribution by conducting additional research that considers B2B procurement, supplier, and the TBL framework elements from a developing country perspective. Hence, there is a need for this study, which is justified via literature, since it investigates new sustainable B2B procurement environmental [21,22,[24][25][26], social [22,25,51,[53][54][55][56][57][58][59], and economical factors [23,50] and/or constructs [21][22][23]25,51,55,60,61,64], uses a large sample size [21,22,25,[50][51][52], and seeks to develop a new supplier preference model [27,63,[65][66][67] in an African developing country across various industries [22,25,55,[60][61][62][63]. To determine the aforementioned points, the researcher believed that instead of being prescriptive (that is, looking at the problem from a ...…”

Indonesian Adaptations of Paper-Based Methods and Instruments in Ergonomics: A Literature Review

“…SUS is one of the most utilized usability questionnaires since it can quickly determine the usability level of any interface (Lewis and Sauro 2009;Martins et al 2015). Hence, due to the Indonesian ergonomics community's high potential uses of this questionnaire, particularly those involved a lot in UX or HCI studies, this instrument was adapted to the Indonesian version (Mufti and Aprianingsih 2022;Sharfina and Santoso 2016). The other HCI instruments adapted to the Indonesian version were the CUQ (Noviyanti et al 2021); MeCUE 2.0 Framework (Darmawan et al 2021); UEQ (Santoso et al 2016).…”