THE PERSONA OF SEVEN MARKETPLACES AND THE CONSUMERS’

PREFERENCES

POPY NOVITA PASARIBU 1*, HAURA KEMORA 2, ASTI MARLINA 3,

ERRY NUGROHO HIMAWAN 4 and LUCKY HIKMAT MAULANA 5
1, 4
Magister Manajemen, Sekolah Pascasarjana, Universitas Ibn Khaldun, Jl. Sholeh Iskandar, RT.01/RW.10,
Kedungbadak, Kec. Tanah Sereal, Kota Bogor, Jawa Barat, Indonesia.
* Corresponding Author Email: [email protected]
2
Communication and New Media, Ibn Haldun University, Ordu cad. F-05 Blok No 3, 34480 Başakşehir, Turkey.
3
Bisnis Digital, Fakultas Ekonomi dan Bisnis, Universitas Ibn Khaldun, Jl. Sholeh Iskandar, RT.01/RW.10,
Kedungbadak, Kec. Tanah Sereal, Kota Bogor, Jawa Barat, Indonesia.
5
Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Ibn Khaldun, Jl. Sholeh Iskandar, RT.01/RW.10,
Kedungbadak, Kec. Tanah Sereal, Kota Bogor, Jawa Barat, Indonesia.

Abstract
Numerous varieties of marketplaces exist, each catering to distinct customer segments. Customers tend to gravitate
towards specific online marketplaces in favor of rivals, showcasing the alignment between customer preferences
and the personas embodied by different online marketplaces. Neuromarketing is a digital marketing strategy that
based on neurosciences, in this research to analyses the brand personality or persona of each marketplace. MSMEs,
as the majority of players in Indonesia, need support to strengthen the digital ecosystem, by examining the digital
persona of the top 7 marketplaces in Indonesia: Blibli, Bukalapak, Lazada, Shopee, TikTok Shop, Tokopedia and
Zalora and to identify the consumers’ preferences. The personas in this study are based on the motive focus of
advertisements perceived by consumers. The research method used is a quantitative survey conducted to explore
brands associated with seven marketplaces in Indonesia, as well as to determine the impact of online dimensions
on the customer decision-making process. This research uses a non-probability random sampling technique. The
data collection method uses snowballing technique with total respondents that meet the criteria are 440 out of 442.
The results of this study are that 7 marketplaces in Indonesia have similar values, features, and motives that are
in the Limbic Map of the Balance System. As for the Limbic Map, because of the marketplace brand in the Balance
System, the limbic type is Harmonizer. The consumers’ preferences on online dimensions are Persona, Domain
Name, Personalization, Design, and Entertainment.
Keywords: Neuromarketing; Brand Personality/Persona; Digital Marketing; Micro, Small and Medium
Enterprises (MSMEs)

INTRODUCTION
In the year 2022, Indonesia's e-commerce transactions ranked third in terms of the highest sales
growth (23%) and held the 10th position in terms of total sales volume (USD 58 billion)
(eMarketer, 2022). The rise of e-commerce has been boosted by the advancement of the
internet. Mobile connectivity data in Indonesia reached 128.0% of the total population (Kemp,
2023). Internet users engaging in weekly online shopping constitute 62.6%, positioning
Indonesia as the third highest in the world. However, businesses that conduct transactions
within the digital economy account for only 25.92%, according to research by the Central
Statistics Agency (BPS), indicating that the majority of enterprises in Indonesia have yet to
harness the advancements of digital technology (BPS, 2021). Digital Economy, based on

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information technology, will offer a broader market scope from the marketing perspective.
Business actors need to possess an understanding of customer personas and experiences across
different platforms to execute precise digital marketing strategies (Salvietti et al., 2022). There
exist numerous types of marketplaces, each having its own customer base. Customers develop
preferences for specific online markets over competitors (Kemora & Pasaribu, 2023). This
illustrates a congruence between customer preferences and online market personas. Purchase
intent is influenced by brand personality or persona (Aaker, 1997; Toldos-Romero & Orozco-
Gómez, 2015; Xu et al., 2023), necessitating digital marketing strategies aligned with customer
personas and the creation of business personas, also known as neuromarketing.
The advancement of neuromarketing reinforces research and marketing applications within the
realms of consumer behavior and brand identity or personality (Arora & Jain, 2021; Wicinski
et al., 2022). Micro, Small, and Medium-sized Enterprises (MSMEs), as the majority players
in Indonesia, need support for bolstering the digital ecosystem. In the field of neuromarketing
research, Hausel develops the limbic mapping and categorization of limbic types to identify
the emotions, motives, and personal values relevant to communication strategies (Häusel, 2011;
Rüschendorf, 2020). Mapping brand personality and its customers will yield communication
marketing strategies meeting customer expectations, resulting in product purchases, reviews,
emoticon likes, and fostering loyalty through repeat purchases (Akter & Sultana, 2020;
Delgado-Ballester, 2016; Xu et al., 2023a). This is founded the grand theory of brand-consumer
relation i.e. “similarity – attraction” (Aaker, 1997; Xu et al., 2023) On the other hand, the
primary causes of failure for novice business actors are attributed to the market (42%), poor
marketing (14%), and neglecting customers (14%) (Steward, 2022). This is exacerbated by the
low penetration of MSMEs in the digital economy (BPS, 2021), while the potential for the
Indonesian e-commerce market is substantial, with 62.6% of internet users engaging in online
shopping every week (Kemp, 2023). MSMEs require proper guidance and directions to execute
effective and efficient digital marketing, both on marketplace platforms and social media.
Based on the aforementioned, this research aims to create a digital brand personality map or
known as Persona of seven top marketplace in Indonesia (Blibli, Bukalapak, Lazada, Shopee,
Tiktok Shop, Tokopedia and Zalora) perceived by customers and to see the effect of Persona
and other brand identity dimension on consumer’s preference on marketplace in Indonesia.

LITERATURE REVIEW
Neuromarketing
Neuromarketing is an approach in marketing that utilizes insights from neuroscience to
understand consumer behavior and design more effective marketing strategies. This term
emerged in 2002 when some American companies began offering research in the field of
neuromarketing, rooted in cognitive neuroscience (Morin, 2011). Harrell (2019) states various
neuroscience instruments in understanding the consumers’ behavior. Neuromarketing can be
regarded as an intersection of marketing, neuroscience, and psychology (Alsharif et al., 2021).
The role of neuromarketing is believed to add value to branding, product design, advertising,
and media in promotion (Wicinski et al., 2022).

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 Table 1: Neuroscience Instruments for Digital Marketing
How neuroscience instrument operates Utilization
fMRI (functional The detection of blood flow in the brain is
The establishment of prices and the
magnetic closely associated with heightened neural
enhancement of the brand.
resonance imaging) activity.
The process of capturing electrical signals on
EEG (electro- Enhancing Advertising and
the scalp originating from neurons within the
encephalogram) Branding
brain
Precisely identifying the direction toward Improving the design of websites,
Eye tracking: gaze
which subjects direct their gaze. advertisements, and packaging
Eye tracking: Quantifying the dilation of the subject's pupils Improving the design of websites,
pupilometry in a scientific context. advertisements, and packaging
Assessing skin conductance, heart rate, and Improving effectiveness and quality
Biometrics
respiration of advertising content
Improving effectiveness and quality
Facial coding Analyzing and recognizing facial expressions
of advertising content
Source: (Harrell, 2019)
Brand Personality
Brand Personality pertains to a collection of human traits connected with a brand. Research on
BP focuses on how it enables consumers to convey their thoughts and feelings or express
themselves, embody an ideal version of oneself, or specific dimensions of themselves in using
a brand. This serves as a primary method to distinguish a brand, a key driver of consumer
preference and usage, and a common denominator for cross-cultural brand marketing (Aaker,
1997). Research into BP in the digital realm commenced in the 2000s. Ghorbani conducted a
literature review and found that the framework for BP utilized is the Brand-as-a-person or
brand-as-a-personality framework, influenced by various factors and antecedents such as
channel type, platform design, and diverse influencing factors like cognitive consequences
(brand authenticity, perceived quality) or affective consequences (brand loyalty, customer
satisfaction) (Ghorbani et al., 2022).
In the digital context, the term BP is referred to as "Persona," representing a semi-fictional
Brand-as-a-person (Cui et al., 2019), while the consumers associated with it are termed "Buyer
Personas," signifying individuals who willingly and voluntarily purchase products that are
personified (Patrutiu-Baltes, 2016). Kollmann & Suckow (2012) introduced a novel framework
that amalgamates the behavioral-based and identity-based approaches. This framework was
designed to elucidate the notable brand identity dimensions that play a crucial role in shaping
brand attitudes within the realm of E-commerce platforms.
The framework encompasses several facets, including attitude constructs such as dimensions
of emotion, cognition and conation. Moreover, the dimensions of online shop were established
through a meticulous analysis of content, performed by experts in online branding. This
analysis involved the grouping of significant expressions into coherent clusters, each of which
was assigned relevant labels. Hausel (2011) formulated a limbic map and limbic type model,
capable of discerning the emotions, motivations, and values of an individual, which are

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pertinent for the formulation of a focused communication strategy. In the process of crafting
such a targeted strategy, the delineation of the target demographic and the synchronization of
consumer needs and values assume paramount significance.
Limbic Map
Häusel's (2011) limbic map presents a structure that holds potential for marketers to discern
values and emotions that strike a chord with pertinent target audiences. Within this framework,
he delineated three principal motivational and emotional systems recognized as the Big 3: the
balance system, the stimulant system, and the dominance system (Figure 1). These motivational
systems exhibit concurrent activities, thereby leading to their reinforcement through sub-
modules embodying amalgamations of the Big 3.

Source (Häusel, 2011)

Figure 1: Limbic Map
Limbic Type
Häusel (2011) identified distinct limbic types that mirror consumer personalities through a
blend of various classifications within the Big 3 and their sub-modules. This categorization
holds potential for target audience segmentation and analysis, thereby aiding the formulation
of a communication strategy. The ensuing Limbic Types are as follows further explained by
Rüschendorf (2020):

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Harmonizer: The Balance system is merged including the care and bonding systems. This type
places emphasis on modest advancement as well as status orientation, consequently
underscoring the significance of family and domesticity. The consumption priorities are
directed towards products for the family and home context.
Open-minded: A fusion within the stimulant system and the Balance system. The prevalence
of the stimulant system yields a positive outlook or optimistic perspective on life, with a
penchant for valuing both established and novel enjoyments and experiences. The influence of
the balance system directs attention towards the source and quality of a product.
Hedonist: The prevalence of the stimulant system leads to an ongoing quest for fresh
experiences, characterized by a notable level of individualism and spontaneity. Individuals
within this category prioritize the uniqueness or distinctiveness and novelty of a product,
considering its quality to be of lesser importance.
Adventurer: A prevailing stimulus system combined with a touch of the dominance system.
This cohort exhibits a heightened inclination for willingness to take risks and diminished
management of impulses. For this segment, consumption revolves around amusement and
exhilaration; consequently, products for this group should encapsulate a sense of liberation or
performance enhancement.
Performer: The Dominance system holds sway within this category. The persona of this group
centers on achieving excellence and harboring ambitious aspirations. When selecting products,
their emphasis rests on quality and the pursuit of perfection.
Disciplined: A blend within the dominance system predominance with a touch of the balance
system yields a somewhat pessimistic stance or negative viewpoint. The character of this group
is marked by a strong sense of responsibility and minimal consumerism, translating to
purchasing only what is deemed necessary. In product selection, their focus inclines towards
quality, guarantees, and thriftiness.
Traditionalist: The dominance system takes prominence here, signifying the group's cautious
and skeptical approach toward novelty. Their personality revolves around order and security,
coupled with a limited forward-looking mindset. In the realm of product selection, their
attention centers on the brand's reliability and trustworthiness, as they meticulously analyze
particulars and exhibit relatively rigid consumer behaviors.
Neuromarketing and Digital Marketing
Premnath formulated a theoretical framework for developing Neuromarketing-based digital
marketing applications that lead to brand loyalty (Premnath & Nateson, 2021). Research about
the impact of Neuromarketing towards social media marketing as part of digital marketing
shows its effects on business communication sustainability and, ultimately, business
sustainability (Constantinescu et al., 2019). Utilizing the concept of Brand Personality with the
basis of neurosciences in digital marketing, such as in short videos, allows for brand
personification that supports emotional alignment of consumers with the brand and helps in the
formation of consumer psychological identity (Cui et al., 2019). The Limbic Map and Limbic

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Type integration, as a result of Neuromarketing is used to map personas from the online market
in Turkey, specifically Trendyol in the Adventure/Sensation Limbic Map with a dominant
Adventurer Limbic type (Kemora & Pasaribu, 2023). Consumer engagement in digital
marketing is part of inbound marketing strategy, such as through user-generated content and
online word-of-mouth communication. (Saura et al., 2020).

Figure 2: Research Framework of Persona and Consumers’ Preferences on Brand

Identity

HYPOTHESIS DEVELOPMENT
Persona
Persona is a variable that represents the brand persona based on Hausel’s Limbic Mapping and
Type of Limbic (Häusel, 2011; Rüschendorf, 2020). Persona in this research is based on the
marketplace focus of advertising perceived by consumers. Digital BP or Persona has
consequences towards attitude of customers on cognitive (such as perceived quality), affective
(brand loyalty) and conative (purchase intention) (Ghorbani et al., 2022). Furthermore, the
mechanism of "similarity-attraction" pertaining to brand personality is present. The brand
personality's attraction mechanism towards consumers is robustly underpinned by
psychological theories. A significant theory in this context is theory of self-consistency, which
posits that customers tend to favor brands possessing personality attributes akin to their own
(Xu et al., 2023). Toldos-Romero & Orozco-Gómez (2015) finding showed that there is a
positive and significant effet brand personality towards purchase intention.
HPersona: Persona has a positive effect on the attitude of customers.

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Consumers’ Preference on Brand Identity
Kollman & Suckow (2012) discovered that all dimensions of brand identity significantly
influence the attitudes of visitors. Furthermore, it revealed that attributes such as interactivity
exert notable yet comparatively modest impacts on attitude. Finding of marketplace in Turkiye
shows that interactivity gives significant effect (Kemora & Pasaribu, 2023).
H1: Interactivity has a positive effect on consumer attitude.
Concerning the formation of attitudes among first-time visitors to online shops, information
quality has demonstrated positive high levels of significance (Kollmann & Suckow, 2012).
Results shows a different in Turkiye whereas information quality is a negative significant
towards attitude (Kemora & Pasaribu, 2023). Furthermore, it should be noted that the
dimension of information quality, encompassing both intrinsic and contextual attributes, has
also been determined to exert an impact on attitude. This facet of information quality pertains
to visitors' perceptions regarding the abundance, caliber, and quantity of information presented
within the online shop, alongside the structure and arrangement of said information (Kollmann
& Suckow, 2012).
H2: Information Quality has a positive effect on consumer attitude.
Usability is a subjective perception, as its assessment hinges on an individual's aptitude to
maneuver through the website or platform of the online shop. Usability has a significant
positive impact on attitude (Kemora & Pasaribu, 2023; Kollmann & Suckow, 2012).
H3: Usability has a positive effect on consumer attitude.
Research conducted by Kollmann & Suckow (2012) revealed that the design perceived by
customers has a positive impact on the comprehensive visual representation of the online shop,
consequently influencing brand perception. This sentiment is in line with the observations of
Kemora & Pasaribu (2023).
H4: Design has a positive effect on consumer attitude.
The entertainment dimension encompasses captivating attributes that incite visitors to persist
in their exploration of the website. In addition to prolonging the duration of their stay on the
site, this dimension enhances the seamless processing of information and triggers sensory
reactions. Consequently, it is advisable for online shops to meticulously design their websites
to encompass not solely functional facets but also emotional dimensions, thereby fortifying
hedonistic principles. Preceding investigations have also corroborated that entertainment bears
a favorable impact on users' intentions to revisit a website (Kollmann & Suckow, 2012).
However, this finding differs from the research conducted on the Trendyol marketplace in
Turkiye (Kemora & Pasaribu, 2023).
H5: Entertainment has a positive effect on consumer attitude.
Customizing information to heighten the pertinence of content for individual users is referred
to as the personalization dimension, which has likewise demonstrated a positive influence on
attitude. By delivering tailored content, online shops have the potential to elevate the visitor

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experience by addressing their requirements and facilitating task completion. Earlier research
has also underscored the repercussions of personalization on loyalty and consumer behavior
(Kemora & Pasaribu, 2023; Kollmann & Suckow, 2012)(Mouammine et al., 2019).
H6: Personalization has a positive effect on consumer attitude.
Kollmann & Suckow (2012) explicates that coherence between the brand name and the domain
name enhances brand recognition, thus fortifying the connectivity of message pathways across
channels.
H7: Domain Name has a positive effect on consumer attitude.

METODE PENELITIAN
Research Questions
The fundamental structure of the study involves an amalgamation of consumer attributes rooted
in the Limbic Theory of neuromarketing (Häusel, 2011) and the Kollman & Suckow Model
(2012), which pertains to influencing user attitudes through effective brand communication in
digital marketing in marketplace platforms. The primary research inquiry encompasses the
evaluation of seven (7) marketplaces in Indonesia: Blibli, Bukalapak, Lazada, Shopee, TikTok
Shop, Tokopedia and Zalora in figuring out their Persona perceived by customers. The
secondary inquiry revolves around the dissection of the multi-dimensional including Persona
and seven brand identity towards consumer attitudes on marketplace online shopping. In this
second phase, it will resolve empirically if Persona matters or customers' limbic types based
on neuromarketing as a determinant among the factors influencing consumer attitudes. To
address the initial research inquiry (research question #1), which pertains to understanding the
persona of marketplaces, a quantitative survey was conducted to explore the brand perceptions
associated with seven distinct marketplaces in Indonesia. This methodology closely mirrors a
prior investigation conducted by Rüschendorf (2020), focusing on brand perception and
positioning. The study particularly emphasizes the utilization of Hausel's Limbic Map and
Limbic Type (2011).
In response to the second research question (#2), "To what extent do the online dimensions of
marketplace platforms, along with their brand identity and Persona, influence customers'
selection of online marketplaces?" a quantitative survey was executed. This survey
methodology replicates the approach introduced by Kollman and Suckow (2012) by adding the
variable Persona (as the result of initial inquiry), aimed at quantitatively examining these
factors. This selection was made to underscore whether the online dimensions additionally
wield an impact on customers' decision-making processes.
Research Instruments
Research Question #1
Instruments developed by (Rüschendorf, 2020) based on Limbic Map and Limbic Type Hausel
Theory was used in answering the first research question. There are three questions to
comprehend the Persona of seven marketplaces by brand perception.

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1. Which of the following values and terms are most important for your life?
Respondents need to choose five values among 18 values representing the values of Limbic
Map of Hausel. This question is answering the Limbic Map of customers on each marketplace.
Table 2: Limbic Map and its Values
Limbic Map Values
Balance Family
Reliability
Tradition
Fantasy/Pleasure Pleasure
Individuality
Fantasy
Stimulant Fun
Humour
Creativity
Adventure/Thrill Spontaneity
Courage
Risky Appetite
Dominance Freedom
Victory
Ambition
Discipline/Control Order
Discipline
Thriftiness

Source: (Rüschendorf, 2020)

2. How important are the following product features for your buying decisions?
Using Likert scale 1 to 5 for preferences from the least important to the most important. The
question is figuring out the Limbic Type of customer in each marketplace.
Table 3: Limbic Type and its Associated Product Feature
Limbic Type Product Feature
Harmonizer Family-friendliness
Open-Minded Quality
Disciplined Low price
Adventurer Performance
Performer Status Symbol/Brand Name
Traditionalist Habit
Hedonist Innovation
Source: (Rüschendorf, 2020)
3. To what extent are the following motives in the focus of marketplace’s advertisement?
Pleasure / Ease / Cordiality / Friendship / Adventure / Spontaneity / Freedom / Rebellion /
Victory / Pride / Reliability / Tradition / Quality

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Using Likert scale 1 to 5 for preferences from the least focus to the most focus for each motive.
The question is finding out the position of Limbic Map or Persona of marketplace perceived
by customers. Variable Persona is derived from indicator in question no.3 that is used for
answering research question #2.
Research Question #2
Within this study, a sum of seven distinct independent variables is considered, encompassing
the seven dimensions of online shopping. Concurrently, three distinct factors are adopted as
dependent variables, drawing from the framework established by Kollman and Suckow (2012)
and Kemora & Pasaribu (2023) adopted in Turkiye’s marketplace research. Using Likert scale
1-5 from the least important to the most important. By adding the Persona, the total of
independent variables is eight (8).
Table 4: Variable of Brand Identity and Consumer Attitude
No. Variable No.of Item
1 Persona 13
2 X1: Interactivity 4
3 X2: Information Quality 4
4 X3: Usability 3
5 X4: Design 4
6 X5: Entertainment 3
7 X6: Personalization 4
8 X7: Domain Name 4
9 Y: Attitude 13
Source: Processed Data (2023)
Sampling
The research employs a non-probability random sampling technique, which stands as a method
for selecting a sample not contingent upon the principles of probability theory. Consequently,
it does not necessitate equal opportunity of population members for selection. The selection of
the sample is determined by subjective criteria; however, it is imperative that these criteria
remain transparent to mitigate bias. The utilization of non-probability random sampling aligns
with the purpose of this study which is to provide a descriptive exploration of the research
subject, rather than to extrapolate findings to the broader population.
The approach employed for sampling and selecting respondents is characterized as purposive
sampling, whereby respondents are chosen deliberately based on predefined criteria. In this
instance, the criteria for respondents involve individuals engaged in online shopping within
each marketplace: Blibli, Bukalapak, Lazada, Shopee, TikTok Shop, Tokopedia and Zalora.
The cumulative count of respondents amounts to 442, however two responses did not meet the
criteria, therefore only 440 data were being proceeded. Data collected spanning from June to
July 2023.

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This study employs an online questionnaire administered through a Google Form to gather
data. There are seven Google Form for each marketplace and with the help of seven
enumerators located in Jakarta and Bogor. The data collection methodology employs the
snowballing technique, which entails the initial respondents sharing the online questionnaire
with their respective contacts or relations.
Data Analysis
The collected data is transferred from Google Form, which contains an online questionnaire to
Microsoft Excel. The data comprises two distinct sections for answering each research
question. The initial segment pertains to data designated for neuromarketing analysis, which
undergoes descriptive analysis utilizing Excel. The subsequent part concerns the assessment of
customers' attitude dimensions towards online shopping. This evaluation is carried out through
regression analyses facilitated by version 26.0 of Statistical Package for Social Sciences
(SPSS). The regression analysis aims to identify which dimensions exhibit a statistically
significant influence on customers' attitudes (partial analysis) for each marketplace and for the
aggregate data.

HASIL DAN PEMBAHASAN

Respondent Characteristics
Total respondents that meet the criteria are 440 out of 442. Female respondent is 62,3% and
male respondent is 37,7%. Shopee has the highest respondent (21,4%) and Zalora is the lowest
only consists of 8,2% from the total respondents.
Table 5: Respondents’ Profile
Marketplace Respondent Female Male
Blibli 44 26 18
Bukalapak 43 32 11
Lazada 90 49 41
Shopee 94 64 32
TikTok Shop 84 47 37
Tokopedia 49 29 20
Zalora 36 27 9
Total 440 274 168

Source: Processed Data (2023)

Online Shopping Frequencies in the Marketplace
Respondents do online shopping 1 to 3 times per month is the majority with percentage 75,8%.
The highest marketplace that has 1-3 x online shopping is TikTok Shop (83,3%) and the lowest
is Bukalapak. The most frequent online shopping, which is more than 10 times a month is the
customer of Zalora with the percentage of 13,9% whereas the lowest is Lazada.

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 Table 6: Online Shopping Frequencies per month
Marketplace 1-3x 4-10x >10x
Blibli 33 5 6
Bukalapak 26 15 2
Lazada 73 16 1
Shopee 65 20 9
TiktokShop 70 11 3
Tokopedia 40 7 2
Zalora 26 5 5
Total 333 79 28

Source: Processed Data (2023)

Marketplace’s Persona
Consumers’ Persona can be comprehended by the most selection of lifestyle values from the
Limbic Map of Hausel. All consumer in each marketplace in Indonesia are in Balance System
with Family as the value in Limbic Map. Second choice of values in Dominance with Victory
or Success as the value of Limbic Map, except for Zalora, i.e., Stimulant (the value is Fun).
Trendyol which the biggest marketplace in Turkiye, the consumer is in the Adventure Thrill at
Limbic Map (Kemora & Pasaribu, 2023).
Table 7: Consumers’ Lifestyle values & Limbic Map of Hausel
Marketplace Values Limbic Map
Blibli 1. Family Balance
2. Victory Dominance
Bukalapak 1. Family Balance
2. Victory Dominance
Lazada 1. Family Balance
2. Victory Dominance
Shopee 1. Family Balance
2. Victory Dominance
TikTok Shop 1. Family Balance
2. Victory Dominance
Tokopedia 1. Family Balance
2. Victory Dominance
Zalora 1. Family Balance
2. Fun Stimulant

Source: Processed Data (2023)

Consumer Limbic Type of all marketplaces in Indonesia is open-minded with the product
feature that the most important when doing the decision on buying online is the quality of the
product. The second feature of the product is family friendliness, which is the Harmonizer in
Limbic Type of Hausel except for TikTok Shop Marketplace i.e., Hedonist with innovation as
the product feature. Tokopedia has equally on features quality, innovation, and family

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friendliness. Trendyol marketplace in Turkiye the type of limbic is adventurer where the
feature is performance (Kemora & Pasaribu, 2023).
Table 8: The most importance of product feature and Limbic Type

Marketplace Product Feature Limbic Type

Blibli 1. Quality Open-minded
2. Family friendiness Hamonizer
Bukalapak 1. Quality Open-minded
2. Family friendiness Hamonizer
Lazada 1. Quality Open-minded
2. Family friendiness Hamonizer
Shopee 1. Quality Open-minded
2. Family friendiness Hamonizer
TiktokShop 1. Quality Open-minded
2. Inovation Hedonist
Tokopedia Quality/Inovation/ Open-minded/
Family friendiness Hedonist/Harmonizer
Zalora 1. Quality Open-minded
2. Family friendiness Hamonizer
Source: Processed Data (2023)
The focus of advertising of marketplace perceived by consumers with the motive of quality is
marketplace Blibli, Shopee, TikTok Shop, Tokopedia and Zalora. Quality motive is in
Discipline Control on Limbic Map. Bukalapak and Lazada have Cordiality as the motive
perceived by customers on their advertising. Cordiality motive is in the Fantasy/Pleasure in the
Limbic Map. The second motive is Ease in the Fantasy/Pleasure in the Limbic Map for
marketplace Blibli, Shopee, TikTok Shop, Tokopedia and Zalora. Bukalapak and Lazada’s
motive for the second is quality in the Discipline Control of Limbic Map.

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 Table 9: Marketplace Focus of Advertising and Limbic Map of Marketplace Perceived
by Customer
Marketplace Focus of Ad. Limbic Map
Blibli 1. Quality Discipline Control
2. Ease Fantasy/Pleasure
Bukalapak 1. Cordiality Fantasy/Pleasure
2. Quality Discipline Control
Lazada 1. Cordiality Fantasy/Pleasure
2. Quality Discipline Control
Shopee 1. Quality Discipline Control
2. Ease Fantasy/Pleasure
TikTok Shop 1. Quality Discipline Control
2. Ease Fantasy/Pleasure
Tokopedia 1. Quality Discipline Control
2. Ease Fantasy/Pleasure
Zalora 1. Quality Discipline Control
2. Ease Fantasy/Pleasure

Source: Processed Data (2023)

Based on the above results, it can be established that the persona of marketplace brand. All the
marketplace in Indonesia has the similarities values, features, and motives which are in the
Limbic Map of Balance System (Figure 3). As for the Limbic Map, because of the brand of
marketplace in Balance System, therefore the type of Limbic is Harmonizer.

Figure 3: Seven Marketplace Persona of Limbic Map Perceived by Customers

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Online Consumers’ Preference
The model for linear regression with dependent variable is the attitude of customers in online
shopping with each marketplace. All marketplaces have the F test accepted or all the variables
Persona dan Brand Identity simultaneously give significant effect on consumers’ attitudes for
each marketplace (sig, value for Anova for F test < 0,05). It is also said that all models for each
marketplace and the aggregate data are accepted to be good models. Table 10 shows the value
of R square and the significance of coefficient on each marketplace. The highest R square is
Bukalapak 92, 8% and the lowest is Zalora 65, 4%. From partial test of t test, the significant
coefficient, each marketplace has different results. The consumers’ preference for marketplace
Blibli is Domain Name (X7). The brand identity of Bukalapak that has significant effect on
consumer’s attitude on online shopping is Information Quality (X2), Design (X4) and
Entertainment (X5). Marketplace Lazada’s Persona has significant effect on consumer
preference on online shopping with other Brand Identity: Design (X4), Entertainment (X5) and
Domain Name (X7). Persona of Shopee also affect the attitude of consumers in buying online,
together with Personalization (X6) and Domain Name (X7). Marketplace TikTok Shop the only
brand identity that influences consumers’ attitude is Entertainment (X5). Tokopedia brand
identity that gives significant effect is Usability (X3), Personalization (X6) and Domain Name
(X7). Zalora has an interesting result where there is no partial coefficient that has significant
effect towards consumers’ preference. It can be summarized that only two marketplaces that
Pesona gives significant effect on consumers’ preference on buying online, which are Lazada
and Shopee. The aggregate data of all seven marketplaces shows that R square is 83,4% and it
is proven that Persona has significantly influenced the consumers’ preferences on online
shopping. Other dimensions that are accepted include Design (X4), Entertainment (X5),
Personalization (X6) and Domain Name (X7).
Table 10: Linear Regression of Consumers’ Preferences on Marketplaces
R_squar Anova
Marketplace e (%) (F_sig) Coefficient (t_sig)
Blibli 78,3 0,00 X7
Bukalapak 92,8 0,00 X2, X4, X5
Lazada 88,4 0,00 Persona, X4, X5, X7
Shopee 75,1 0,00 Persona, X6, X7
TiktokShop 80,1 0,00 X5
Tokopedia 83,7 0,00 X3, X6, X7
Zalora 65,4 0,00 -
Total 83,4 0,00 Persona, X4, X5, X6, X7
Source: Processed Data (2023)
For more details, Table 11 shows the results of of t-test for the aggregate data for all
marketplaces. The strongest influence is coming from Domain Name (X7) with the value of
0,314, subsequently Personalization (X6) 0,240, Design (X4) 0,215, Entertainment (X5) 0,184,

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and the smallest effect is from Persona 0,082. The brand identity that does not have a significant
impact is Interactivity (X1), Information Quality (X2) and Usability (X3). Furthermore, the
nexus of Information Quality and the consumers’ attitude on buying online has negative
relation. This aspect of information quality relates to how customers perceive the quantity,
quality, and abundance of information provided on the marketplace. It also includes the way
the information is organized and presented.
Table 11: t-test of Brand Identity Consumer Attitudes on Online Shopping at
Marketplace

Unstan. Stan.
Coef. Std. Coef. t Sig.
B Error Beta
Constant -1.229 1.174 -1.047 0.296
Persona 0.082 0.024 0.082 3.442 0.001
X1 0.018 0.099 0.006 0.186 0.853
X2 -0.092 0.118 -0.029 -0.780 0.436
X3 0.020 0.160 0.005 0.124 0.901
X4 0.709 0.146 0.215 4.868 0.000
X5 0.751 0.157 0.184 4.786 0.000
X6 0.764 0.136 0.240 5.637 0.000
X7 1.008 0.141 0.314 7.146 0.000
Dependent Variable: Y
Source: Processed Data (2023)
The equation of consumers’ attitudes on online shopping can be written as follows:
Y=-1.229+0.082Persona+0.018X1-
0.092X2+0.020X3+0.709X4+0.751X5+0.764X6+1.008X7

DISCUSSION
Persona
Brand personality or Persona based on neuromarketing will harness the goal of business in
particular for MSMEs which is buying decision (Toldos-Romero & Orozco-Gómez, 2015). The
values and the product features that are important for customers can give consumer insight of
each marketplace of the persona of buyer. The most important value of lifestyle for consumers
shows that all marketplaces are the same, which is Quality or in the Limbic Map categories in
Balance System. The second is Victory or success that is in the Dominance System. It can be

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concluded that family is the center of attention for consumers’ attitude for buying online in
Indonesia. By exploring the neural mechanisms that underlie consumer reactions,
neuromarketing aims to furnish marketers with valuable perspectives, enabling the formulation
of marketing campaigns that are not only more efficient but also more lucrative. This, in turn,
propels businesses towards heightened accomplishments within the competitive market arena
(Alsharif et al., 2021). Players of MSMEs can monetize the consumers’ persona using the
Family center value and promising victory (Baldo et al., 2022). Furthermore, studies in the
field of neuromarketing have demonstrated that emotions' valence and levels of arousal have a
significant influence on the way individuals perceive trust, express intentions to share, and
engage with brands on social media platforms and also marketplace (Bigne et al., 2021; Kakaria
et al., 2023). Digital marketing such as short video or user generated content (UGC) should
touch the value of Family, Victory and the Limbic Type which is Open-Minded and
Harmonizer. The utilization of visual aesthetics on value of family and feature of product about
quality, the incorporation of simplicity, and the facilitation of sensory engagement within social
media materials have been empirically shown to amplify consumer focus and emotional
reactions (Baldo et al., 2022) as well as in marketplace platform. Consequently, these elements
play a pivotal role in shaping brand credibility and stimulating inclinations to share such
content.
According to Cui et al. (2019) brand personality exerts a notable and affirmative impact on
users' perceived value, underscoring the existence of distinct brand attributes and competitors
within the short video industry. This phenomenon allows consumers to identify value congruent
with their preferences during the perceptual value assessment process. Brand Personality or
Persona can be perceived by customers in the form of advertisement of marketplace. The seven
marketplaces are using motives of Quality, Cordiality and Ease. These motives of
advertisement perceived by customers are congruent with the customers’ lifestyle values and
important features of product. Therefore, the results are empirically proven the theory of
“Similarity-Attraction” (Aaker, 1997; Xu et al., 2023). It can be summarized that the persona
of seven marketplace Blibli, Bukalapak, Lazada, Shopee, TikTok Shop, Tokopedia and Zalora
are all in Balance System according to Hausel with the Limbic Type is Open-minded and
Harmonizer. Persona for marketplace in Turkiye has different results, Trendyol has
Fantasy/Pleasure for Limbic Map and Open-minded and Hedonist for Limbic Map (Kemora &
Pasaribu, 2023). Research in Mongolia found that the Limbic Type of consumers are
Harmonizer and Traditionalist (G, 2018).
Consumers’ Preferences
Blibli
Blibli is one of Indonesia's emerging online marketplaces, as evidenced by data from the first
quarter of 2023, Blibli ranks forth as a marketplace with the highest number of visitors in
Indonesia the monthly visitor count for Blibli reached 24,3 million with month-on-month
(mom) growth 5% (Azkiya, 2023). From this figure, it can be said that since the birth of Blibli
in 2011, this marketplace has delved in the mind of consumers. The domain name represents
the brand image with blibli.com as its logo (Figure 4). Study on marketplace Blibli showed that

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brand image as a proxy to domain name has a significant impact on the buying decisions
(Liliana, 2023). However, this research presents contrasting findings, as quality information
exhibits a noteworthy influence on consumer preferences on marketplace Blibli (Alpian &
Nurlinda, 2023).

Figure 4: Blibli logo and domain name

Bukalapak
Information Quality and Design of Bukalapak gave the significant effect towards the attitude
of consumers that congruent with the study done by (Adellia & Prasetio, 2016). The positive
and significant effect of the entertainment factor provided by Bukalapak on consumer attitudes
is consistent with consumers' overall satisfaction (Suthianto & Syah, 2023). Moreover, the
design of a Bukalapak’s website exerts a positive and substantial impact on purchase decisions
(Mulyana et al., 2020). These results underscore the significance of enhancing visual
presentation tactics to attract consumers' attention and establish emotionally gratifying
interactions, particularly within the realm of social media marketing (Kakaria et al., 2023) as
well as in marketplace.
Lazada
Research endeavors have been delving into the evaluation of brand personality or Persona
through the utilization of neuroscientific approaches. The results revealed that brand
personality does indeed exert an influence on purchase intentions in the context of online
shopping (Xu et al., 2023). The result of Lazada has proven that Persona affects consumers
preferences. Personalization and Entertainment factors in Lazada also gave significant effect
on consumers’ attitudes supported by other studies (Kollmann & Suckow, 2012; Suthianto &
Syah, 2023). Study done by Baskara & Sukaatmadja (2016) revealed that online trust and
perceived enjoyment, as a proxy for entertainment, both exhibit a positive and noteworthy
association with online shopping satisfaction, repurchase intention of Lazada Indonesia
consumers. As for Domain Name factor, Lazada from the SWOT analysis. Stands out as one
of the most prosperous businesses due to its capability to generate the utmost value for
customers and sustain it over time. Moreover, the study found that one of the strength of Lazada
is extremely straightforward to locate using search engines (Amanah & Harahap, 2020). From
the statistic of the first quartile 2023, the growth of Lazada visitor m-o-m is the highest among
marketplace in Indonesia which is 13% (Azkiya, 2023). It is indicated that Persona,
Personalization and Entertainment of Lazada’s brand identity affect its consumers’ attitude.

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Shopee
During the period of January-March this year, the Shopee website garnered an average of 157.9
million visits per month as the highest visitor, far surpassing its competitors and the growth m-
o-m is 10% in the first quartile 2023 (Azkiya, 2023) as the factors of Persona, Personalization
and Entertainment factor contributed to. According to the findings of other research, the Brand
Personality of Shopee Indonesia, as per Aaker's theory (Aaker, 1997), has a notable impact on
the intention to use the platform (Agrippina & Suratnoaji, 2022). Shopee, with the support of
artificial intelligence or AI technologies, have ushered in a significantly personalized
experience for customers on Shopee. This has enhanced the enjoyment and distinctiveness of
online shopping, all the while empowering brands and sellers to boost their traffic and
expansion. For instance, buyers can utilize filters integrated into the search engine, leading
them to a search page populated with more pertinent items, spanning categories, sellers'
locations, and price ranges. Furthermore, Shopee employs deep learning to offer customers
more accurate suggestions based on their prior searches or purchases. Utilizing AI, Shopee
Feed is constructed using users' following lists, search histories, and order histories,
culminating in a tailored homepage that seamlessly aligns with their preferences and interests
(Hue et al., 2022).
TikTok Shop
The TikTok Shop stands out among e-commerce platforms due to its innovative approach,
allowing users to seamlessly integrate social media engagement with purchasing and sales
within the same application. Customers are drawn to online shopping on the TikTok Shop
platform because of its distinctive features, notably the live streaming program on the TikTok
Shop website, which is perceived as entertainment, that serves as the primary driver for
customers to directly engage in shopping through TikTok Shop. TikTok possesses the potential
to enhance the reputation of a company or a product, leveraging viral marketing and word-of-
mouth advertising. This is evident in the TikTok Shop feature, which provides users with an e-
commerce avenue for conducting online purchases, showcasing its role in achieving this effect
(Anwar & Rizkiyah Hasbi, 2023). Moreover, it offers a wide range of entertainment through
short user-generated videos or UGC, serving as a valuable source for discovering intriguing
locations, food, and various items of interest. The TikTok algorithm is user-friendly, fostering
a space where individuals can refine their creative abilities (Rachmad, 2022) and fulfilling the
entertainment need for the customers.
Tokopedia
Usability, Personalization and Domain Name of Tokopedia brand identities give significant
impact on consumers’ preferences as can be seen in the statistics of the number of visitors in
the first quartile, the Tokopedia website achieved an average of 117 million visits every month
(Azkiya, 2023). Usability factor conforms with other research findings, it is stated that all of
the heuristic methods have a severity rating of 1 (one), which signifies that errors or
deficiencies can be tolerated by users. In other words, the usability issues present on the
Tokopedia website are not a concern for users and are considered to not disrupt users when

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accessing the Tokopedia website (Aziza, 2019). Intelligent personalization aims to generate
favorable encounters and provide pleasurable values within electronic marketplaces like in
Tokopedia (Puspitasari et al., 2023). Domain Name has significant effect on consumers’
attitudes as in conformity with research by Muna et al. (2022) where drawing from its analysis
utilizing Google Lighthouse on the Tokopedia e-marketplace, encompassing four key metrics:
Performance, Accessibility, Best Practices, and SEO, it can be deduced that Tokopedia
outperforms in multiple dimensions of the evaluated metrics. Tokopedia has effectively
implemented a plethora of optimization enhancements, and these findings are poised to have a
substantial impact on the overall operational performance of the marketplace.
Zalora
Zalora is renowned as a marketplace catering to the luxury segment of products. The Zalora
brand has become synonymous with a platform for luxurious and sophisticated items, setting
it apart from mass-product marketplaces. Consequently, the need for brand identity
differentiation from other marketplaces is not necessary. This indication supports the research
outcome that, in partial regression results, there are no factors significantly influencing
consumer preferences towards Zalora. Other studies also mirror this similarity, where Brand
Satisfaction with Zalora significantly impacts Brand Loyalty, and Luxury Brand Attachment
significantly influences Brand Loyalty (BRIGITTA, 2022). This affirms that Zalora has already
established a strong brand identity as a marketplace for luxury items.

SIMPULAN
The practical implications arising from this study have the potential to greatly enhance the
effectiveness of digital marketing strategies for MSMEs. Through the Persona of each
marketplace and it has its own consumers’ preferences, businesses and marketers can formulate
campaigns and ads in the light of similarity – attraction to win the heart, mind and “money” of
customers. These findings can be utilized to fine-tune digital marketing strategies and craft
content that proves more successful in capturing attention and engaging potential customers.
Furthermore, MSMEs can utilize each marketplace’s Persona by the values of motives in the
interaction with users/customers.
The implication of the research is that the research supports the theory of similarity – attraction.
However, the concept of a 'similarity-attraction' effect between brand and consumer
personalities is contentious. Some research studies provide support for this attraction
mechanism, while others have discovered that there isn't always alignment between brand and
consumer personalities. Despite extensive exploration of the validity of the self-congruence
theory, there's a lack of empirical investigation into whether a significant relationship exists
between consumer personality and brand personality. This research will contribute to providing
reasoning that empirically demonstrates how brand personality or persona influences consumer
preferences.

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In terms of scientific methodology, several key considerations warrant attention in this study.
Firstly, the use of a non-probability purposive sampling technique raises concerns about the
extent to which the findings can be generalized to a wider population. The resulting sample
size may inadequately capture the diverse spectrum of online customers in Indonesia, thereby
potentially introducing biases into the outcomes. Secondly, the adoption of an online
questionnaire for data collection introduces the possibility of response bias, where participants
might furnish inaccurate or socially desirable answers, thus compromising result validity.
Lastly, the reliance on self-reported data exposes the research to potential recall bias or
misinterpretation, as participants' ability to accurately recollect their online shopping behaviors
and preferences could be compromised.
For future research endeavors, it is advisable to employ a diversified approach to sampling
techniques, encompassing a blend of probability-based methods, to attain a more
comprehensive and representative cross-section of online customers in Indonesia, thereby
bolstering the potential for broader applicability of the results. Additionally, adopting a mixed-
methods strategy could prove beneficial by complementing self-reported data with advanced
technologies of neuroscience like eye-tracking, allowing for a more direct observation and
understanding of consumer preferences within the online marketplace environment

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