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The Level Consumer Loyalty and Marketing Strategy of Nori Products After Covid-19 in Southeast Asia

Iwang Gumilar et al.

Asian Journal of Business and Accounting2026https://doi.org/10.22452/ajba.vol18no2.5article
ABDC C
Weight
0.50

What the paper says

Abstract Manuscript type: Research paper Research aims: To analysis consumer loyalty towards nori products, formulate appropriate marketing strategies in the post-pandemic context, and compare marketing strategies for nori products in Southeast Asian countries with Indonesia. Design/Methodology/Approach: The Net Promoter Score (NPS) method was used to measure consumer loyalty, while SWOT analysis—reinforced by IFE and EFE matrices—was used to determine marketing strategies. Data was collected through observation, interviews, and questionnaires with 50 consumers and Noribet MSME employees. Research findings: The NPS result of 38 per cent shows that Noribet has a loyal customer base. The SWOT analysis places the business in Quadrant I, which recommends an aggressive growth strategy. Suggested marketing strategies include maintaining product quality, maximising production, adapting to consumer trends, utilising digital marketing, and expanding local collaborations. Theoretical contribution/Originality: This study advances customercentric strategic planning for MSMEs by linking loyalty constructs to market-oriented strategy formulation. By integrating quantitative loyalty metrics with SWOT analysis, it offers a more objective framework for strategic decision-making and demonstrates a novel methodological approach that reduces subjective bias. Practitioner/Policy implications: The findings provide practical guidance for MSMEs in adapting to evolving consumer preferences for healthy, certified products and digital marketing channels. For policymakers, the results highlight the importance of institutional support and partnership programmes to enhance MSME competitiveness in a post-pandemic economy.

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https://doi.org/https://doi.org/10.22452/ajba.vol18no2.5

Or copy a formatted citation

@article{iwang2026,
  title        = {{The Level Consumer Loyalty and Marketing Strategy of Nori Products After Covid-19 in Southeast Asia}},
  author       = {Iwang Gumilar et al.},
  journal      = {Asian Journal of Business and Accounting},
  year         = {2026},
  doi          = {https://doi.org/https://doi.org/10.22452/ajba.vol18no2.5},
}

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Evidence weight

0.50

Balanced mode · F 0.40 / M 0.15 / V 0.05 / R 0.40

F · citation impact0.50 × 0.4 = 0.20
M · momentum0.50 × 0.15 = 0.07
V · venue signal0.50 × 0.05 = 0.03
R · text relevance †0.50 × 0.4 = 0.20

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