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All Journal ASEAN Marketing Journal
Purnami, Luh Dyah
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Social Sciences

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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
MINDFUL CONSUMPTION BEHAVIOR ON SECOND-HAND FASHION PRODUCTS: INTERVARIABLE INFLUENCE ANALYSIS OF STIMULUS-ORGANISM-RESPONSE (S-O-R) MODEL Gabriella, Diyang Risma; Hardjanto, Ramses Wardhana; Mawaridi, Muhammad Fadhil; Harits, Muhammad Naufal; Purnami, Luh Dyah
ASEAN Marketing Journal Vol. 13, No. 1
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 stages in S-O-R Model in second-hand fashion products context Design/methodology/approach: To fulfill the research objective, an online self-administered survey was conducted to respondents who had second-hand thrifting purchase experience. 130 eligible responses were gathered and further analyzed using Structural Equation Modeling (two-way approach) Research Findings: It is observed that eWOM and Consumer Engagement have positive significant effects on Mindful Consumption Behavior (MCB), while no significant influence is found in relationship Attitude toward MCB. No mediating effect is observed in relationship eWOM toward MCB through mediating variable Attitude and Consumer Engagement. Theoretical Contribution/Originality: This research contributes to provide insight on factors that influence mindful consumption behavior in Indonesia Practitioner/Policy Implication: Based on the result of this research, related stakeholder can utilize eWOM and encourage consumers to form mindful consumption behavior (i.e: through social connection that would increase consumers' enthusiasm and attention towards MCB) Research limitation/Implications: The study is limited as it only analyzed some variables to predict consumer behavior in fashion thrifting. Based on the research, eWOM and Consumer Engagement are proven to influence MCB, and there is no effect observed of Attitude on MCB. Therefore, this research contributes to consumer behavior that proves eWOM and Engagement are strong predictors to predict consumer behavior in the purchase of second-hand fashion.
Co-Authors Agus, Anna Amalyah Gabriella, Diyang Risma Hardjanto, Ramses Wardhana Harits, Muhammad Naufal Mawaridi, Muhammad Fadhil