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All Journal Indonesian Journal of Business and Entrepreneurship (IJBE) Binus Business Review Asia-Pacific Management and Business Application AFEBI Management and Business Review Cakrawala Repositori Imwi ASEAN Marketing Journal Jurnal Manajemen dan Usahawan Indonesia
Arga Hananto
Department Of Management, Faculty Of Economics And Business University Of Indonesia. Jl. Prof. Sumitro Djojohadikusumo, Depok, West Java 16424, Indonesia.
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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Journal : ASEAN Marketing Journal

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Analysis of Relationship between Pioneer Brand Status and Consumer’s Attitude toward a Brand (Case on Yamaha Automatic vs. Honda Automatic Transmission Motorcycle in Indonesia) Hananto, Arga; Taryadi, Taryadi
ASEAN Marketing Journal Vol. 3, No. 1
Publisher : UI Scholars Hub

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Previous research have indicated that brand pioneership provide some advantages such as high market share barriers to entry and consumers preference as well as higher consumer attitude. This paper intends to explore the relationship between perceived brand pioneership on consumers’ brand attitude. The study focuses on two competing brands from automatic transmission motorcycle category, namely Yamaha and Honda.Based on result from 90 respondents, this study confirms the perception that Yamaha (although not the true pioneer) is perceived by the majority of respondents as the pioneering brand in the automatic transmission motorcycle. This study also found that those respondents who perceived that Yamaha is the pioneer brand tend to ascribe higher brand attitude toward Yamaha than toward Honda. Result from this study adds to the repository of studies concerning brand pioneership as well as adding to repository of knowledge about Indonesian consumer behavior.
Application of Text Mining to Extract Hotel Attributes and Construct Perceptual Map of Five Star Hotels from Online Review: Study of Jakarta and Singapore Five-Star Hotels Hananto, Arga
ASEAN Marketing Journal Vol. 7, No. 2
Publisher : UI Scholars Hub

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The use of post-purchase online consumer review in hotel attributes study was still scarce in the literature. Arguably, post purchase online review data would gain more accurate attributes thatconsumers actually consider in their purchase decision. This study aims to extract attributes from two samples of five-star hotel reviews (Jakarta and Singapore) with text mining methodology. In addition,this study also aims to describe positioning of five-star hotels in Jakarta and Singapore based on the extracted attributes using Correspondence Analysis. This study finds that reviewers of five star hotels in both cities mentioned similar attributes such as service, staff, club, location, pool and food. Attributes derived from text mining seem to be viable input to build fairly accurate positioning map of hotels. This study has demonstrated the viability of online review as a source of data for hotel attribute and positioning studies.
How Do Firms Use Social Media: Topic Modeling of Twitter Brand Posts of Four Indonesian Skincare Brands Lestari, Annisafira L; Hananto, Arga
ASEAN Marketing Journal Vol. 15, No. 2
Publisher : UI Scholars Hub

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Manuscript type: Empirical paper Research Aims: This paper aims to identify the topics of social media posts (on Twitter) from local skincare brands in Indonesia. Design/methodology/approach: This descriptive study applied text analysis methods, specifically frequency analysis and topic modeling with the Latent Dirichlet Allocation (LDA) method. Data were collected from the top four skincare brands with over 10,000 followers using Twitter Academic API interfaced through the Twarc package in Python. The dataset contained 1290 tweets from Wardah, 17,491 tweets from Avoskin, 1,968 tweets from Somethinc, and 590 tweets from Whitelab. The data analysis used quanteda and topicmodels packages from R software. Research findings: The findings revealed that the brands’ tweets can be categorised into 8-10 topics, which can be distilled further into three significant functions proposed by Saxton and Waters (2014): information, promotion and mobilisation, and community building and dialogue. Theoretical Contribution/Originality: This study adds to the body of knowledge regarding social media marketing by adding insights into how local Indonesian brands carry out their social media marketing efforts. Practitioner/Policy Implication: The findings implied that marketing managers should emphasise providing timely and relevant information as a base that can be used to build dialogic communication efforts with their audience. Research limitation/Implications: This study only looked at four brands in the local skincare product category. In addition, this study applied automated topic modeling with LDA, which needed an a priori number of topics, which might affect the topic labelling. Furthermore, this study’s scope was limited to categorising the brand posts without examining the effects of brand post types on engagement metrics. Future studies can examine more samples by observing other product categories, applying thematic analysis to code each tweet, and comparing the results to topic modeling results. Lastly, future studies can examine the relationship between brand post types/categories and engagement metrics such as likes, comments, and retweets. Keywords: Cosmetics Brands, Social Media Marketing, Skincare, Topic Modeling, Twitter
Co-Authors Allysha Tiffany Wiranata Astrid Vega Septyanti Fauzan Kamil Jannah, Siti Miftahul Lestari, Annisafira L Reiza Bani Paftalika Septyanti, Astrid Vega Taryadi Taryadi Taryadi Taryadi Vika Ansy Anggraini