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

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.