СТРАТЕГІЧНІ ЗАСАДИ ФОРМУВАННЯ МАРКЕТИНГОВОЇ ТОВАРНОЇ ІННОВАЦІЙНОЇ ПОЛІТИКИ В СИСТЕМІ ІНТЕРНЕТ-ТОРГІВЛІ

Over the past few years, different online stock brokers have developed a wide variety of web-enabled financial trading systems. End-users of the systems, the stock investors and traders, have been given a choice what online trading system they prefer using, weighing in commission cost and the online research capabilities they pay for when analyzing stocks and mutual funds. After years of assessing online trading systems, it appears that end-user requirements have substantially changed with the evolution of financial markets. Low commission cost and research capabilities are now standard packages available across different online trading systems and are not the competitive features they once were. This research initiative intends to find out evolving end-user requirements for online trading systems and what has been done by systems developers to improve financial trading systems. This research involves the testing and use of three different online trading systems to assess how these systems are addressing end-user requirements.

Security engineering is a new research area in software engineering that covers the definition of processes, plans and designs for security. The researchers are working in this area and however there is a lack in security requirements treatment in this field. Requirements engineering is a major action that begins during the communication activity and continues into the modeling activity. Requirements engineering builds a bridge to design and construction. The security requirements is one of the non functional requirements which acts as constrains on the functions of the system, but our view is that security requirements to be considered as functional requirements and to be analyzed during the earlier phase of software development i.e. Requirements engineering phase. An increasing part of the communication and sharing of information in our society utilizes electronic media. IT security is becoming central to the ability to fulfil business goals, build trustworthy systems, and protect assets. In order to develop systems with adequate security features, it is essential to capture the corresponding security needs and requirements. It is called as the Security requirements engineering, which is emerging as a branch of software engineering, spurred by the realization that security must be dealt with early during requirements phase. In this paper we have proposed a framework for Security Requirements engineering and applied on online trading system. Online trading systems form a critical part of the securities and capital markets today. By using security requirements engineering framework we are able to develop a secure online trading system. The results obtained using Proposed Security Requirements Engineering Framework is simple and better than the Haley and His Colleagues Framework.

This study investigates the effect of promotional events and price discounts on impulse buying behavior among Fitbar consumers in Makassar City, with Brand Trust serving as an intervening variable. The research adopts the Stimulus-Organism-Response (S-O-R) framework to explain how external stimuli (promotions and discounts) influence consumer behavior through internal mechanisms (Brand Trust). A quantitative method with a cross-sectional design was used, involving 377 respondents selected through purposive sampling. Data were collected via questionnaires and analyzed using Structural Equation Modeling with Partial Least Squares (SEM-PLS). The results show that event promotions significantly and positively affect impulse buying, while price discounts do not have a statistically significant direct effect. However, Brand Trust significantly influences impulse buying and acts as a mediating variable in the relationships between both promotional events and price discounts with impulse purchases. These findings indicate that while promotions alone can drive unplanned purchases, their impact is amplified when consumers already trust the brand. The study confirms that Brand Trust plays a vital role in enhancing consumer responsiveness to marketing strategies, particularly in health-focused FMCG products like Fitbar. The research concludes that building strong Brand Trust is essential for maximizing the effectiveness of promotional activities. Practically, marketers are encouraged to combine event-based promotions with efforts to strengthen consumer trust through education, sampling, and consistent brand messaging.

Eid al-Fitr celebration is a significant moment in the culture and tradition of Muslim society, where the consumption of goods and services increases significantly. During this period, consumers tend to be more open to purchasing products related to the celebration's needs, such as clothing, food, and home decorations. This research aims to delve deeper into how consumer behavior towards MSME products during Eid al-Fitr celebration is influenced by social media interaction. The research method employed is a literature review with a qualitative approach utilizing descriptive analysis. Data used were gathered from academic sources indexed in Google Scholar, spanning from 2015 to 2024. The study's results indicate that in the current digital era, social media interaction plays a crucial role in influencing consumer behavior, especially during Eid al-Fitr celebration. MSMEs have significant opportunities to leverage social media to enhance product visibility and influence consumer purchasing decisions. Consumer behavior analysis suggests that factors such as content type, posting frequency, user interaction, and visual content quality greatly affect consumer interest. Moreover, brand trust and credibility also play a key role in influencing consumer behavior. Interaction between consumers and brands through comments, testimonials, or product reviews also has a significant impact on purchasing decisions. External factors such as market trends, economic conditions, and government policies also influence consumer behavior, necessitating MSMEs to have flexibility in adapting their marketing strategies.

In the context of intensified competition and product offering unification, the development and implementation of effective mechanisms for building and maintaining customer loyalty has become a strategic imperative of modern marketing. Increasingly, consumer loyalty is interpreted not only as an indicator of trust but also as a key determinant of an organization’s sustainable competitive advantage. Moreover, loyalty serves as a kind of barometer for a business’s innovative capacity – both in production and in customer service systems. Research Objective. Implementing a customer loyalty policy requires a high level of strategic consistency in choosing tools that influence consumer behavioral dispositions. Significant outcomes can be achieved only through the implementation of an integrated program aimed at shaping a target model of consumer behavior, emotional attachment, and long-term brand engagement. Subject of the Study. The study focuses on the mechanisms for implementing loyalty programs within the marketing activities of enterprises, as well as their institutional value in the context of enhancing the effectiveness of marketing investments in the domestic business environment. Research Methods. Methods used in the study include analysis and synthesis of scientific literature, system and comparative analysis, economic and statistical methods, as well as expert evaluation and questionnaire surveys. Research Hypothesis. The hypothesis suggests that loyalty programs, when institutionally integrated into the marketing system of an enterprise, contribute to increasing the effectiveness of marketing investments by boosting customer retention, trust, and repeat purchases. Presentation of the Main Material. The study analyzes the essence of loyalty programs as a marketing tool, their institutional value, and their impact on the effectiveness of marketing investments. Key factors influencing the success of loyalty programs in the Ukrainian market are identified. Based on statistical and expert data, the feasibility of integrating loyalty programs into the marketing strategies of enterprises is substantiated to ensure sustainable profitability growth and stronger customer relationships. Originality and Practical Significance of the Study. The originality lies in identifying the institutional role of loyalty programs as a strategic tool for enhancing the effectiveness of marketing investments, adapted to the operational context of Ukrainian enterprises. The proposed approaches can be used to improve marketing policies, increase customer retention, and optimize promotion-related costs. Conclusions and Prospects for Further Research. The study concludes that loyalty programs play an important institutional role in building long-term customer relationships and ensuring effective use of marketing investments. Their implementation promotes enterprise profitability through improved customer retention, brand trust, and repeat purchasing. Future research should focus on a deeper analysis of the impact of digital technologies on loyalty program effectiveness, as well as on developing industry-specific models for their application in Ukrainian enterprises of various sizes.

<p><em>This research aims to predict the effect of financial literacy, ease of entry into the capital market and the role of university to academic community’s investment decisions on the online trading system. This empirical research was carried out by taking academic community of State Islamic University (PTKIN) in Central Java and Yogyakarta as the subjects of the research. The novelty of this research is the formulation of indicators of ease of entry to the capital market and the role of university, which are formulated through not only literature review, but also field observations. Using Partial Least Square (PLS) as the analysis tools, this research finds that financial literacy and ease of entry are being able to predict the influence the academic community's investment decisions. Role of universities variable, although it is empirically proven that four PTKIN samples have been maximized, can not been able to influence the investment decisions of the academic community.</em></p>

The main objective of this research is to explore the influence of brand image, brand trust, and product packaging information on purchasing decisions for Scarlett products in Batam City. This research is descriptive in nature and uses a quantitative approach for data collection and analysis. The population that is the research subject is Scarlett body lotion users in Batam City in 2024. To determine the sample size, the Jacob Cohen formula was used which resulted in a total of 204 respondents selected using the purposive sampling method. This research involves various tests, including data quality tests, classical assumption tests, influence tests, and hypothesis tests. The results of multiple linear regression analysis show that brand image contributes 14.2% to purchasing decisions. Meanwhile, brand trust contributed 28.9% to purchasing decisions, and product packaging information contributed 21.3% to purchasing decisions. Analysis of the coefficient of determination (R²) reveals that overall, variance in purchasing decisions can be explained by brand image, brand trust, and product packaging information with a total contribution of 63.3%. The results of the t test and F test show that brand image, brand trust, and product packaging information have a positive and significant influence, both partially and jointly, on purchasing decisions. These findings emphasize the importance of these factors in influencing consumer behavior in the context of purchasing Scarlett products in Batam City.

The growth in competition across the digital world means that today’s employees need to be better trained than ever. The skills and knowledge provided by traditional training are already insufficient in the digital environment. The flexibility and interactivity of new digital technologies assist people in meeting the needs of the growing digital economy. Using digital technologies in training promote creativity and high order thinking that are highly valued by employers. The purpose of this paper is to show the correlation between the application of video games in training workforce in the digital economy and the increase of their motivational efficiency and competitiveness in the digital business environment. The methodological approach taken in this study is a mixed methodology based on the experiment, mathematical statistics and survey instruments. The experiment was held on E-Commerce refresher courses for employees in Samara State University of Economics. Two groups of staff from Samara Region companies were taught by two different methods: one group was taught by a trainer at a traditional training, while training a second group included the use of video games. The results confirm the benefits of this approach from a motivational perspective and competitive growth of employees in the digital market. This suggests that the application of video games in the process of computer assisted training for at least some of the time available can be recommended to train staff in the digital economy.

In today's realities, the development of e-business has a positive impact on the world economy, as it accelerates economic growth, reduces inflation, increases productivity and increases employment. Internet commerce is most developed in countries with a high level of readiness for such business (USA, Hong Kong, Singapore, EU countries). The development of e-commerce is based on attracting more and more users to the Internet, so it is not surprising that the share of e-commerce turnover in GDP and the share of e-commerce in retail trade correlates with the level of Internet penetration. Moreover, the growth rate of e-retail will outpace the growth of traditional forms of retail, which will increase the share of online sales in total global retail. The article considers the current trends in the use of digital communications by enterprises, including SEO, paid advertising, content, e-mail communications. It is determined that the share of e-commerce in the country's retail trade naturally increases with the level of Internet penetration and Internet trade, ie the share of buyers of the country who make at least 1 purchase on the Internet during the year. The strategy states the need to adopt a law on online trading, to consider the basic provisions for the operation of online trading platforms and aggregators. The article also identifies and proves that Internet technologies have become widespread and continue to change the processes of customer interaction with the company. The basis of these changes is the emergence of a wide toolkit of Internet communications, which is gradually replacing the traditional channels of communication with customers of the enterprise. The basis of any tool of Internet communications is content: profile articles on the Internet resource, ads for paid search advertising, video content, content in e-mail newsletters or social networks. By analyzing the needs of its potential users, the company tries to provide the most relevant content that would meet their needs. Peculiarities of content perception may manifest themselves differently for different nationalities and segments of the population, so there is a need to study trends.

The aim of the article is to examine the development of marketplaces, their advantages and challenges in the modern market environment, and to identify the characteristics of consumer behavior in the changing conditions of e-commerce. The nature of marketplace activities during the period of economic digitalization is explored. It is noted that the growth of marketplaces occurs based on the advancement of modern technologies and the creation of a competitive business environment. The development of marketplaces worldwide is analyzed using the research findings of Digital Commerce 360. It is determined that the current trend (shift to online commerce) is primarily driven by consumer behavior. According to the research, the leaders in the global market are Asian marketplaces. The rapid development of e-commerce, which has significantly influenced consumers’ approaches to the purchasing process, specifically, to the process of selecting and buying goods or services, which in a digital environment becomes more conscious, information-rich, and convenient, has been highlighted. The stages of consumer behavior during online purchases have been identified. Patterns of consumer behavior concerning motivation, preferences, and issues related to online shopping have been studied. Additionally, an analysis of the domestic online trade market has been conducted, noting the main domestic companies that are market leaders. The advantages and disadvantages of marketplaces at the current stage of economic development have been emphasized. Among the advantages are: access to a wide audience of sellers; a broad range of goods and services; convenience and saving of time and money for consumers; developed logistics services ensuring fast delivery, parcel lockers, pick-up points, and returns under uniform conditions; marketing tools: advertising, discounts, loyalty programs, recommendation algorithms, and personalization. Among the challenges studied are: high competition among sellers; risks of receiving low-quality or counterfeit products; sellers’ dependence on the online platform; commissions, sales percentages, payments for advertising, logistics, and product storage; a wide variety of products, which complicates purchasing decisions and reduces consumer satisfaction; delivery delays, and a complicated product return process. Future research directions in this area include examining the factors influencing the impact of online commerce on consumer behavior.

Neuromarketing is an emerging interdisciplinary field that combines neuroscience, psychology, and marketing to understand how consumers make decisions at a subconscious level. Traditional marketing research methods such as surveys and interviews often fail to capture the hidden emotional drivers that influence consumer behaviour. Neuromarketing overcomes these limitations by using scientific techniques such as Electroencephalography (EEG), Functional Magnetic Resonance Imaging (fMRI), eye-tracking, and biometric measurements to study brain activity and emotional responses to marketing stimuli. Emotions such as trust, fear, happiness, excitement, and security play a crucial role in shaping consumer choices, especially in service-oriented sectors like banking and financial services. In India, leading banks such as State Bank of India, HDFC Bank, and ICICI Bank actively use emotional branding strategies to influence customer perception and loyalty. Keywords: Neuromarketing, Consumer Emotions, Banking Sector, Brand Trust, Emotional Branding, Customer Decision-Making

Purpose This research investigates how religion uniquely influences consumer behaviour by exploring the dynamics when a brand transgression violates a religious norm. Specifically, the study focusses on the Halal consumption context, where brand transgression involves a breach of trust in Halal-certified brands. We draw upon assimilation contrast effects theory and institutional theory to examine customer responses following a religion-related transgression and identify effective recovery strategies in this unique context. Design/methodology/approach We employed three scenario-based experiments to examine Muslim consumers’ responses following a transgression involving a Halal-certified brand. Study 1 examines the impact of a religion-related brand transgression on brand trust and behavioural intentions (relative to general brand transgression). In Study 2 and Study 3, we draw on institutional theory to highlight institutional actors’ role in influencing consumer behaviour in religion-related transgression. Findings Study 1 revealed that trust and behavioural intentions were significantly lower following a religion-related brand transgression compared to a general brand transgression. Further insights from Studies 2 and 3 highlighted the role of institutions in improving consumer trust and behavioural intentions after a religion-related brand transgression. Originality/value This research examines brand transgressions within sacred consumption, emphasising the unique triadic relationship involving consumers, brands and “The Sacred.” Unlike previous studies that predominantly address competency-based violations, this study extends beyond the conventional dyadic consumer-brand perspective to understand how brands can recover when a sacred relationship is breached. By bridging sacred consumption and institutional theory, this study offers novel insights, highlighting the importance of engaging religious gatekeepers in brand recovery efforts to restore trust and legitimacy.

Amid increasing competition in the Indonesian motorcycle market, understanding the factors that influence consumers’ purchasing decisions is crucial for manufacturers. This study investigates the extent to which product quality, brand image, and brand trust shape consumers’ purchasing decisions for automatic motorcycles. Employing a quantitative descriptive design, data were collected from 170 automatic motorcycle users selected through purposive sampling, and hypotheses were tested using multiple linear regression. The findings indicate that product quality does not exert a significant influence on purchase decisions, whereas brand image and brand trust have positive and significant effects. Additionally, product quality, brand image, and brand trust collectively exert a significant simultaneous effect on consumers’ decisions to purchase automatic motorcycles. This study contributes to marketing literature by providing empirical evidence on the relative importance of brand-related factors in influencing consumer behavior and offers practical insights for enhancing marketing strategies.

The purpose of this study is to measure the service quality of online trading system implemented by PT KDB Daewoo Securities Indonesia. The study is a part of the company efforts to provide the best solution services. The study is performed to determine the influence of service quality factors on the customer satisfaction by means of ServQual method. The method takes into account five independent variables, namely, reliability (X1 ), responsiveness (X2 ), assurance (X3 ), empathy (X4 ), and tangibility (X5 ). Meanwhile, the cus- tomer satisfaction is considered as the dependent variable (Y ). The population of of the study is all 67 900 online traders at the company and the sample size is 265 traders. The data are collected via questionnaires and interviews. From the study results, we conclude that the five variables have significant influence on the customer satisfaction on the online trading system application at PT KDB Daewoo Securities Indonesia. To improve the customer satisfaction, the company should prioritize the quality- related factors, and expand and upgrade the existing facilities and infrastructures.

This study examines retail investors’ trading behaviour and its determinants in the Indonesian Shari’ah stock market by mainly focusing on the religious practice-related factors in the form of sadaqah or charitable giving on individual investors’ trading behaviour. Contextually, the Islamic moral economy (IME) assumes a direct relationship between religiosity and sadaqah giving due to the falah (salvation) oriented individual objective function, which can be reached through doing ihsan (beneficence for equilibrium). The findings based on a questionnaire survey distributed to individual investors on Shari’ah Online Trading System (SOTS) delineate that religiosity, accounting information, neutral information, personal financial needs, and the sadaqah feature have significantly affected investors’ trading behaviour in which the sadaqah feature is positively correlated, while religiosity factors are negatively correlated. Thus, despite the theoretical expectation through IME, this study evidences that Islamic logic is not the main determining factor, as market logic related factors seem to be more dominant in the behaviour of investors in the Indonesian capital market.