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All Journal Journal of Business & Banking International Research Journal of Business Studies (E-Journal) Journal of Economic, Bussines and Accounting (COSTING) Asian Social Work Journal Jurnal Samudra Ekonomi dan Bisnis Jurnal Penelitian Kesejahteraan Sosial Jurnal Ilmiah Manajemen Kesatuan Quantitative Economics and Management Studies The South East Asian Journal of Management ASEAN Marketing Journal Eduvest - Journal of Universal Studies International Research Journal of Business Studies
Agus, Anna Amalyah
Department Of Management, Universitas Indonesia
Aerospace Engineering Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Health Professions Mathematics Neuroscience Social Sciences

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Journal : ASEAN Marketing Journal

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THE EFFECT OF PERCEIVED VALUE AND MOBILE GAME LOYALTY ON IN-APP PURCHASE INTENTION IN MOBILE GAME IN INDONESIA (CASE STUDY: MOBILE LEGEND AND LOVE NIKKI) Purnami, Luh Dyah; Agus, Anna Amalyah
ASEAN Marketing Journal Vol. 12, No. 1
Publisher : UI Scholars Hub

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Manuscript type: Empirical Research Research Aims: Investigate the effect of perceived value and mobile game loyalty on in-app purchase intention using case study male dominated game and female dominated game Design/methodology/approach: Conslusive descriptive research using Structural Equation Modelling Two-way approach Research Findings: It is found that on male dominated game and female dominated game economic value, social value, and game loyalty significantly influence in-app purchase intention. While on male dominated game loyalty is influenced by emotional values, social values and economic values. On the other hand, loyalty in female dominated game is influenced by emotional value, quality value, social value, and economic Theoretical Contribution/Originality: Provide insight regarding value that drive in-app purchase intention on freemium game in gender domination context Practitioner/Policy Implication: Provide insight to improve freemium game and contribute to give understanding on consumer behaviour primary in gaming context Research limitation/Implications: limited to particular game type (mobile game) and does not involved perceived risk in research framework
INTERVARIABLE INFLUENCE ANALYSIS OF HIERARCHY OF EFFECT (HOE) MODEL IN CROSS-BORDER E-COMMERCE (STUDY CASE: SHOPEE AND LAZADA) Gabriella, Diyang Risma; Agus, Anna Amalyah
ASEAN Marketing Journal Vol. 12, No. 2
Publisher : UI Scholars Hub

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Manuscript type: Empirical research Research aims: This study was conducted to analyze and develop the intervariable influence within the stages of HOE Model in CBEC context. Design/methodology/approach: Based on the Hierarchy of Effect (HOE) model which consists of the stages of customer progression of learning and decision-making as a response of their shopping experiences. A total research data of 1,651 respondents were collected through a structured questionnaire. SEM method was used to test the proposed research model. Research findings: HOE Model was found to vary based on the level of product cognition and platform involvement. Two case studies provide different results which occur due to the different shopping journey held by the customer from the stages of cognition and involvement to the decision of making a purchase. Theoretical Contribution/Originality: The less attention that was given to the customer behavior in CBEC context has driven the authors to analyze customer journey from product cognition to actual behavior stage in CBEC context. The modification towards previous research model is conducted to extend the analysis with a purpose to provide a full picture of the customer experience and the factors that influence their buying decision. Practitioner/Policy Implication: Provide insights to encourage parties involved for implementing strategic plans that could escalate market presence and competitiveness of Indonesia CBEC at the global trade. Research limitation/Implications: The authors extend the research model to actual behavior stage which creates a wider unexplored variables on the formation of perceived trust and the overall affective stage.
Co-Authors Alexander, Kelvin Ananta, Yosepha Naftali Annisah Annisah Annisah, Annisah Basoeki, Jonathan Bagus Pradhana Danti, Siwi Hershita Dewandono, Titus Nugrahadi Fardhan Zaka Ramzy Gabriele Faustine Hartawidjaja Gabriella, Diyang Risma Gatot Yudoko Imaniya**, Taliya Imaniya, Taliya Imaniya, Taliya Luh Dyah Purnami Monica Ester Mulyono*, Nurbudi Mulyono, Nurbudi Nur Budi Mulyono Pangihutan, Gorga Agustinus Purnami, Luh Dyah Ramzy, Fardhan Zaka Sari Viciawati Machdum Tandiono, Josephine Tirsha Alisa Yudoko, Gatot