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All Journal Jurnal Manajemen Teknologi Journal of Business and Management The Indonesian Journal of Business Administration Gadjah Mada International Journal of Business Indonesian Journal of Business and Entrepreneurship (IJBE) Journal of Regional and City Planning JURNAL SOSIAL HUMANIORA (JSH) The Asian Journal of Technology Management (AJTM) Binus Business Review Journal of Business Management Education (JBME) Jurnal Manajemen Indonesia Journal of Innovation, Business and Entrepreneurship ASEAN Marketing Journal International Journal of Management, Entrepreneurship, Social Science and Humanities (IJMESH)
Reza Ashari Nasution
School of Business and Management, Institut Teknologi Bandung, Indonesia
Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Law, Crime, Criminology & Criminal Justice Social Sciences Transportation

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Journal : ASEAN Marketing Journal

 1 
Consumer Innovativeness Model of Indonesian Young People in Adopting Electronic Products Nasution, Reza Ashari; Astuti, Novika Candra
ASEAN Marketing Journal Vol. 4, No. 1
Publisher : UI Scholars Hub

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It is important for marketers to understand how innovators respond to the introduction of new products. This paper investigates consumer innovativeness (CI) from meta-analysis study as suggested by Nasution and Garnida [2011] and examines the simultaneous impacts of CI on new product adoption. Nasution and Garnida [2010] proposed three different perspectives in conceptualizing the CI model. First, the generalist stream that represents a generalized personality trait that engenders consumers to adopt new product. Second, the particularist stream that focuses on product adoption behavior within a specific domain of interest. Third, the integrator perspective that proposes to integrate these two streams by putting domain-specific innovativeness as a mediating factor in relationship between general innovativeness trait and new product adoption.A structural equation model is used to test hypotheses using empirical data from 607 respondents in electronic products adoption. The result shows that the integrator perspective provides the best model in representing the empirical data. The finding of the integrator perspective reveals that domain specific CI mediates the relationship between general innovativeness trait and new product adoption. Specifically, subjective knowledge and hedonic idea shopping enhances the actuality of new products.The findings provide an explanation to the less than consistent relationship between consumer innovativeness and new product adoption. However, a single research context of electronic products and student sample may become one of the limitations and future studies needed to replicate the perspective of CI in different research contexts for greater generalizability and the use of non-student sample. The findings have implications for the innovation adoption theory, for managers involved in the introduction of new products, and for future research on innovation adoption.
Different Perspectives Between Product and Marketing Division towards Product Critical Success Factors and Its Strategic Importance in Telecommunication Sectors Utami, Rachmi Rida; Nasution, Reza Ashari
ASEAN Marketing Journal Vol. 5, No. 2
Publisher : UI Scholars Hub

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Todays situations force telecomunication company to continuously evaluate, select and prioritize its product portfolio in order to determine the strategically important products. An analysis of critical success factors that determine product’s strategic importance acts as a good introduction to review and manage the product portfolio as well as to seek ways to develop the product. To achieve this, the company is required to have good alliances and collaborations between departments, develop a clear focus and seek innovative ways of doing business, particularly between marketing and product divisions. This study analyzed the alignment between product and marketing divisions of a telecommunication company in Indonesia, in determining the company’s strategic products. The results indicated that both divisions agreed on using financial performance and revenue as the most important criteria and sub-criteria for identifying strategic product. However, the divisions also faced some different visions in selecting alternative criteria. The Product divisions were more focused on technical spesification of product, while the Marketing division were more oriented on customer and market conditions. The study reported the consequences of these difference in practice.
Co-Authors Agung Yoga Sembada Amanda Permata Dewi Angela Saskia Widjajanto Annisa Rahmani Qastharin Aprilianty, Fitri Ardin, Ifad Arnita, Devi Arnita, Devi Atik Aprianingsih Atik Aprianingsih Aurik Gustomo Azhari, Dimas Ammar Azizah Nur Aisyah Azzahra, Dwine Fatimah Basilius Prabawa Brodjonegoro Belgiawan, Prawira Fajarindra Cestlavie, Syfa Dadan Juanda Damayanti Octavia Farjumzal, Farjumzal Febilincia, Siti Dzulqadah Febiya Anggayesti Handayani Febrina Piecella Musbar, Febrina Piecella Ferica, Michelle Fitri Puspita Freggy Griyatta Putra A Gara, Gd Pandya Wicaksana Gatot Yudoko Hadiansyah, Laksmi Saraswati Haekal Pirous Hartasti, Desideria Putri Ira Fachira Iriani, Nadya Jaka Purwanto Jerry Frans, Jerry Kamila, Alivia Puti Kaninia Radiatni Krisnati Desiana Lidia Mayangsari Lukni Burhanuddin Ahmad Marcia Louise Mandagi, Marcia Louise Marshal Mardiansyah Mayangsari, Lidia Munandir, Adi Nathasia, Ervina Nila Armelia Windasari Nisful Laila Novika Candra Astuti Novika Candra Astuti Persada, Satria Fadil Puji Prabowo Purnomo, Anselmus Hansel Tanthio Purwita Sundari, Ita Putra, Aditya Dwi Qodariah, Elis Rachmi Rida Utami, Rachmi Rida Raden Aswin Rahadi Ramadhan, Mohammad Nugraha Rifa Rachmah Rifqiya, Afwan Rusnandi, Linda Sendy Lediana Sato, Jun Sidi Sidik Permana Stella Olivia Rawis Steven Paoh, Spencer Sudarso Kaderi Wiryono Surya Dewati, Okky Syauqy Lukman Widyoretno Adiani Windasari, Nila Armelia Wiradiputra, Andika Yudo Anggoro Yusuf, Muhammad Vevaldy Zulfy Bagja Nugraha