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Halal Literacy: A Concept Exploration and Measurement Validation Salehudin, Imam
ASEAN Marketing Journal Vol. 2, No. 1
Publisher : UI Scholars Hub

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Muslim consumers have strict commandments which guides their consumption behavior. However, Muslim individuals may have different compliance regarding the commandments. This difference in compliance may be explained by difference in halal literacy. Halal literacy is the ability to differentiate permissible (halal) and forbidden (haram) goods and services which came from better understanding of Islamic laws (shariah).Thus, the purpose of this paper is to explore the concept of Halal Literacy as well as to develop and validate an instrument to measure Halal Literacy for Muslim consumers. Halal literacy was measured using two methods. One method using six items of five point Likert self evaluation scale and the other using fifteen true-false test questions with an option to choose doesn’t know. Proportion of correct and incorrect was used as weights in scoring to represent the difficulty of items. Scoring results were then analyzed with Confirmatory Factor Analysis (CFA) using Weighted Least Square method to test construct validity. Scores were then used to classify cases into high, moderate and low Literacy groups.Self evaluation halal literacy and switching Intentions are compared between groups using ANOVA to determine concurrent validity. Only ten out of fifteen items are considered valid using Confirmatory Factor Analysis. ANOVA showed that grouping of high, moderate and low literacy score can distinguish differences in perceived halal literacy and switching intentions between the groups. Post hoc tests and descriptive statistics revealed interesting non linear relationship between the halal literacy scores; self evaluated halal literacy and intentions to switch from products without halal labels.

Marketing Impact of Halal Labeling toward Indonesian Muslim Consumer’s Behavioral Intention Based on Ajzen’s Planned Behavior Theory: Policy Capturing Studies on Five Different Product Categories Salehudin, Imam; Luthfi, Bagus Adi
ASEAN Marketing Journal Vol. 3, No. 1
Publisher : UI Scholars Hub

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The purpose of this paper is to test the applicability of the theory of planned behavior (TPB) in explaining the intention to switch from products without certified Halal labels within a wide array of purchase context, especially in the purchase of food and medicine products. A policy capturing questionnaire was used to elicit responses from consumers using a convenience sampling technique. A total of 7500 responses were obtained from 150 participating respondent in 50 different scenario cases. Data is analyzed using Multi-Group Structural Equation Modeling. The study finds that the Theory of Planned Behavior (TPB) is not completely valid to explain both the behavioral intention of Muslim consumers in Indonesia to seek information about the Halal certification of a product and to cancel their purchase if the product did not have Halal certification. Differences in magnitude and significance of causal relationships exist between different product categories.

Marketing Impact of Halal Labeling toward Indonesian Muslim Consumer’s Behavioral Intention Based on Ajzen’s Planned Behavior Theory: Policy Capturing Studies on Five Different Product Categories Salehudin, Imam; Luthfi, Bagus Adi
ASEAN Marketing Journal Vol. 3, No. 1
Publisher : UI Scholars Hub

Show Abstract | Download Original | Original Source | Check in Google Scholar

The purpose of this paper is to test the applicability of the theory of planned behavior (TPB) in explaining the intention to switch from products without certified Halal labels within a wide array of purchase context, especially in the purchase of food and medicine products. A policy capturing questionnaire was used to elicit responses from consumers using a convenience sampling technique. A total of 7500 responses were obtained from 150 participating respondent in 50 different scenario cases. Data is analyzed using Multi-Group Structural Equation Modeling. The study finds that the Theory of Planned Behavior (TPB) is not completely valid to explain both the behavioral intention of Muslim consumers in Indonesia to seek information about the Halal certification of a product and to cancel their purchase if the product did not have Halal certification. Differences in magnitude and significance of causal relationships exist between different product categories.

Global Brands and Consumer Ethnocentrism of Youth Soft Drink Consumers in Greater Jakarta, Indonesia Tasurru, Hammam Haris; Salehudin, Imam
ASEAN Marketing Journal Vol. 6, No. 2
Publisher : UI Scholars Hub

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Indonesia is a large market for consumer products targeting youth consumers, with populations of more than 70 million young inhabitants and market size of USD 155 billion. The large size of this potential market attracts foreign products with globallyrecognized brands to enter the Indonesian market. The objective of this study is to explain the purchase intention of youth consumers toward a particular brand of soft drink with global penetration by their perceptions and ethnocentrism. This study obtained response from 156 youths in Greater Jakarta, Indonesia. The resulting data was analyzed using structural equation modeling with LISREL software package. The study found that consumer ethnocentrism decreases purchase intention, both directly and indirectly through brand image. Contrary to the hypothesis, consumer ethnocentrism does not influence corporate image of the global firm, which significantly influences brand image but only slightly impacts purchase intentions directly.

100% Love Indonesia: Role of Government Campaign to Promote Local Products in Indonesia Salehudin, Imam
ASEAN Marketing Journal Vol. 8, No. 1
Publisher : UI Scholars Hub

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This research aims to investigate the role of government buy-local campaign to increase consumer willingness to purchase local products in Indonesia. This paper also aims to identify relevant mediating variables between exposure to ¡°buy local¡± campaign and willingness to purchase local products. This research use questionnaire data from 394 respondents selected using purposive sampling method. Product specific constructs are asked and analyzed separately in four different product categories (e.g. Produce, Leather, Culinary and Creative products). Data was analyzed using Structural Equation Model and compared further between product categories. The study found that exposure to the buy local promotion campaign does increase consumer ethnocentrism, attitude toward the campaign and toward domestic products. Consumer ethnocentrism does increase attitude toward domestic product and willingness to purchase local products.

Intention to Adopt and Willingness to Pay: Mass Rapid Transport System in Greater Jakarta, Indonesia Anwar, Rosiwarna; Salehudin, Imam; Mukhlish, Basuki Muhammad; Ririh, Kirana Rukmayuninda
ASEAN Marketing Journal Vol. 9, No. 2
Publisher : UI Scholars Hub

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The objective of this study is to explore and examine supportive factors of Mass Rapid Transport (MRT) implementa- tion in Jakarta, Indonesia. Successful implementation requires proper understanding of which factors are influential to the acceptance of this technology. The population of this study is commuters along the North to South route of Jakarta MRT development site. We conducted the survey in thirteen locations along the track based on the Station Development Plan. We obtained only 392 valid data after the validation and verification process. This study used Factor Analysis (FA) to test the construct validity of the measurement instrument and Path Analysis (PA) to identify significant structural paths between variables. We found that only Attitude and Perceived Usefulness significantly predict Intention to Adopt MRT for private vehicle users, while only Attitude and Subjective Norms significantly predict Intention to Adopt MRT for public transportation users. We found that for current users of private transportation, both Overall Monthly Transport Expenditure and Intention to Adopt have significant influence to the Willingness to Pay. While for current users of public transports, no predictor is significant for their Willingness to Pay.

NO SUCH THING AS A FREE APP: A TAXONOMY OF FREEMIUM BUSINESS MODELS AND USER ARCHETYPES IN THE MOBILE GAME MARKET Salehudin, Imam; Alpert, Frank, Dr
ASEAN Marketing Journal Vol. 13, No. 2
Publisher : UI Scholars Hub

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Manuscript type: Research Paper Research Aims: The Freemium business model is becoming increasingly prominent in the current digital economy. In the mobile game market, total revenue from free to download apps is overtaking those from paid apps. The purpose of this article is to propose a taxonomy that examines and categorises the various types of Freemium business models. Design/methodology/approach: This study uses the qualitative approach of logical partitioning to generate a Freemium business model's taxonomy through systematic observation of the existing business models. Research Findings: The findings identify advertisement and microtransaction as two primary revenue sources for Freemium business models. The taxonomy also reveals different types of in-app purchases, the most dominant Freemium business model in the mobile game market. Further discussion connects the taxonomy to related issues such as user archetypes and 'user flows'. Theoretical Contribution/Originality: This paper conceptualises a novel taxonomy of business model integrating various research streams and differentiating types of freemium business model. This paper also extends the existing archetypes of Freemium users by adding new categories, namely Remoras and Barnacles, to differentiate free users. Finally, this paper proposes a framework of user flows between the free and the paying state, arguing for a nonlinear flow. Research limitation/Implications: The taxonomy addresses freemium business models in the mobile game market. Application of the taxonomy in a broader context will require further study.

Fandom Power: Examining Customer Engagement, Attitudes, and Purchase Intentions in K-Pop Fandom-Brand Collaborations Tertiano, Raffi Fairuza; Salehudin, Imam
ASEAN Marketing Journal Vol. 15, No. 1
Publisher : UI Scholars Hub

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Manuscript type: Empirical paper Research Aims: This study examines the impact of the Korean Wave (Hallyu) fandom in Indonesia, focusing on collaborations between Indonesian companies and K-Pop idols. It aims to understand how fan interactions influence purchasing behavior toward celebrity-endorsed products. Design/methodology/approach: The research employs Structural Equation Modeling (SEM) to analyze data from 1,016 respondents familiar with collaboration campaigns between Indonesian companies and K-Pop idols. It examines customer-to-customer identification (CCI), customer-to-community identification (CMI), attitudinal engagement, behavioral engagement, attitude toward brand, and attitude toward celebrity. Research Findings: The findings reveal that CCI is positively linked to CMI and enhances customer attitudinal engagement. Furthermore, CMI significantly impacts both attitudinal and behavioral customer engagement. while attitude toward celebrity predicts purchase intention, attitude toward brand does not. These results highlight the complex dynamics within K-Pop fandoms and their influence on consumer behavior. Theoretical Contribution/Originality: This study contributes to the literature by providing a deeper understanding of distinct types of fan identification and their impacts on different forms of customer engagement. It underscores the importance of celebrity endorsements in shaping purchase intentions within the context of the Hallyu phenomenon. Practitioner/Policy Implication: The insights from this research can inform marketing strategies for companies leveraging the popularity of K-Pop idols. Marketers should focus on enhancing fan identification and engagement, particularly leveraging celebrity influence to drive purchase intentions. Research limitation/Implications: The study is limited to Indonesian fans and specific collaboration campaigns. Future research could expand to other countries and different celebrity endorsements to validate and extend the findings. Keywords: K-pop, fandom, social identification, customer engagement, purchase intention

Does Live Stream Selling Affect Customer Engagement and Purchase Intention? The Shopee Live Platform Case Study Arisman, Arisman; Salehudin, Imam
ASEAN Marketing Journal Vol. 14, No. 2
Publisher : UI Scholars Hub

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Manuscript type: Empirical paper Research Aims: The purpose of this paper is to investigate how customer shopping values (utilitarian, hedonic, and symbolic) influence customer trust, engagement, and purchase intention for live stream selling on e-commerce marketplace platforms. Design/methodology/approach: The information was gathered online from 225 valid respondents. Respondents are Shopee users from Indonesia who have watched Shopee Live stream selling within the last two weeks. The data was analysed using Structural Equation Modelling (SEM) with LISREL 8.51. Research Findings: The findings revealed that only symbolic value affects purchase intention, both directly and indirectly, whereas hedonic value affects purchase intention directly. Utilitarian value influences purchase intent indirectly through product trust and customer engagement. Theoretical Contribution/Originality: This study adds to the body of knowledge about online commerce by expanding on previous research on live stream selling, particularly by small sellers on Indonesian e-commerce platforms. Practitioner/Policy Implication: According to the findings of this study, small sellers doing Live Stream selling should focus on symbolic and hedonic value to increase customer purchase intention. Research limitation/Implications: The study's respondents may only represent some of the population of Indonesian online shoppers. Future research could consider balancing the types of respondents. In addition to enhancing the insight, the research model could be expanded by including additional antecedents or moderators.

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