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All Journal Jurnal Kedokteran Gigi Universitas Padjadjaran Padjadjaran Journal of Dentistry JRB-Jurnal Riset Bisnis Padjadjaran Journal of Dental Researchers and Students The South East Asian Journal of Management ASEAN Marketing Journal Jurnal Manajemen dan Pemasaran Jasa The Journal of Religion and Communication Studies Islamic Perspective on Communication and Psychology Jurnal of Syiah Kuala Dentistry Society
Gita Gayatri, Gita
Department Of Management, Faculty Of Economics And Business, Universitas Indonesia
Religion Humanities Biochemistry, Genetics & Molecular Biology Dentistry Economics, Econometrics & Finance Health Professions Immunology & microbiology Languange, Linguistic, Communication & Media Medicine & Pharmacology Public Health Social Sciences

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Journal : ASEAN Marketing Journal

 1 
Performance Evaluation of Public Services: A Development of Public Services Quality Measurement and Customer Satisfaction Model on Three Cities in Java Gayatri, Gita; Astuti, Rifelly Dewi; Martdianty, Fanny; Daryanti, Sri
ASEAN Marketing Journal Vol. 1, No. 2
Publisher : UI Scholars Hub

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Abstract

Decentralization in Indonesia was meant to aid in the shifting of power from the central government to local governments, with the main aim to increase public services towards a more expeditious, efficient, flexible, and high quality of services, changing the paradigm from a ‘served bureaucracy’ towards a ‘bureaucracy that serves’. This research will evaluate: first, the perception of public service consumers towards the quality of public/government services, second, the perceived value received from public services, as well as third, the measurement of their satisfaction level resulting from the quality of services delivered by local governments at city level in the three areas of the Java Island. The research will use triangulation methods: qualitative research will be conducted using focus group discussions whereas quantitative research will be conducted using surveys.The findings are: first, the ten dimensions of service quality for the public sector -i.e. tangibility, reliability, responsiveness, credibility, competence, understanding customers, access, security, communication, and courtesy- were all proven to form the service quality construct in the public service quality. Moreover the proposed model that depicts the relationship between public service quality, perceived value and satisfaction was also confirmed; hence provide an evaluation tool for public services in city level.
The Influence of Attitude And Subjective Norms On Student’s (Future) Intention and Future Decision Of Higher Level Studies: A Case Study of Five Universities with BHMN Status in Indonesia Gayatri, Gita; Alversia, Yeshika; Astuti, Rifelly Dewi
ASEAN Marketing Journal Vol. 2, No. 1
Publisher : UI Scholars Hub

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Since government regulation (PP) Nu 61/1999 came into effect, competitions were heating up among state-owned universities (PTN) in attracting high school graduates. This research aims to understand students’ attitudes toward tertiary education institutions, their promotion activities and other external factors such as family, and the impact of those attitudes in choosing tertiary education institution if they were to take further study and in recommending certain tertiary education institution to other people. The sample chosen was approximately 500 first-year tertiary students from UI, ITB, IPB, UGM dan Unair.The result of this study found that students are strongly influenced by their positive attitude toward tertiary education institution, being shaped mainly by the perception on lecturers’ quality and education facility, as well as external influence that motivates them to acquire similar characteristics with that of a certain reference group exists in the respective tertiary education institution.
EXPLORING THE INTENTION AND RESISTANCE OF THE CUSTOMER IN ADOPTING THE TECHNOLOGY INNOVATION: A QUALITATIVE STUDY ON THE NFC-BASED MOBILE PAYMENT Pitari, Diananda Fitri; Gayatri, Gita; Furinto, Asnan; Assauri, Sofjan
ASEAN Marketing Journal Vol. 12, No. 1
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Manuscript type: Empirical Research Aims: To explore what do the potential customers of NFC-Based mobile payment perceive to be the key attributes of both the factors- intention and resistance- in determining the adoption of innovation? Design/methodology/approach: Qualitative Study using in-depth Interview Research Findings: Preliminary result suggests existence of three intention, which are: relative advantage, complexity and compatibility; as well as the six resistance factors: value barrier, usage barrier, tradition barrier, risk barrier, image barrier, resistance to change and satisfaction for status quo, - influencing the willingness to adopt the NFC Mobile payment. Theoretical Contribution/Originality: To enrich and confirm the adoption-innovation behavior, where the intention as well as retention on the adoption the new innovation is combined together in order to grab more comprehensive understanding on adoption new innovation. From the adoption resistance perspective, this research explores both active and passive innovation resistance to fully understand their influences on innovation resistance. Practitioner/Policy Implication: The findings in this research might be useful as a preliminary basis for confirming the factors that might boost or hinder the customers’ adoption innovation in the context of financial information technology product, especially the NFC-based mobile payment. Research limitation/Implications:As in any qualitative research, the generalization and applicability of this study is limited to the context of the NFC-based mobile payment. Further research might use the findings to test the intention and resistance factors of adoption innovation in the context of financial product. The framework can also be empirically tested with different consequence variables such as customer expectation to adopt new innovation (Venkatesh et al., 2008) using the descriptive research
The Role of Live Streaming in Building Consumer Trust, Engagement, and Purchase Intention in Indonesian Social Commerce Thrift Clothes Sellers Yasser, Amyra Salsabela; Gayatri, Gita
ASEAN Marketing Journal Vol. 15, No. 2
Publisher : UI Scholars Hub

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Manuscript type: Research Article Research Aims: Examine the relationship between shopping values consumers perceive during live streaming and their trust, engagement, and intention to purchase from Indonesian social commerce thrift clothes sellers. Design/methodology/approach: Data was gathered through an online survey from consumers who have watched a live-streaming session of an online thrift clothes shop on Instagram. Data were analysed using covariance-based Structural Equation Modelling (SEM). Research Findings: The output shows that only the utilitarian value of live stream positively affects trust in products and sellers. The variable engagement was only significantly affected by hedonic value. Additionally, the only significant indirect relationship is between utilitarian value and consumer engagement mediated by trust in products. Lastly, utilitarian value, symbolic value, and engagement positively affect the intention to purchase from Indonesian thrift clothes shops on Instagram, while hedonic value affects it negatively. Theoretical Contribution/Originality: This study extended several research models by utilising the Stimulus – Organism – Response framework to see how perceived values of live streaming on s-commerce affect consumer engagement and purchasing intention when mediated by consumer’s trust in the seller and product. Practitioner/Policy Implication: Marketers and entrepreneurs who sell thrift clothes on Instagram should utilise the Instagram Live feature while focusing on the utilitarian value to increase consumer engagement and intention to purchase. Research limitation/Implications: Demography, number of samples, and differences in live streaming style and thrift clothes brands still need to be addressed.
ANALYSIS OF THE INFLUENCE OF ATTRIBUTE DESIGN TO CONVERSION OF THE USE OF GOFOOD AND GRABFOOD APPLICATION SERVICES BY MUSLIM CONSUMER IN INDONESIA Krisrana, Athaya Vita; Gayatri, Gita
ASEAN Marketing Journal Vol. 15, No. 1
Publisher : UI Scholars Hub

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Manuscript type: Research Article. Research Aims: The main objective of this study is to examine the factors that affect the conversion on the food delivery application services, namely Gofood and Grabfood in Indonesia. Design/methodology/approach: Mixed method by conducting focus group discussion and distributing questionnaires. Data analysis was done by using covariance based Structural Equation Modelling (SEM). Research Findings: Based on the result of the FGD, there are other variables that are considered to have an influence on the conversion, namely payment design so that the latent variables studied in this study visual design, information design, navigation design, payment, and collaboration design. Based on quantitative data analysis, the output shows that information design, navigation design, payment design and collaboration design affect the conversion of Gofood and Grabfood service usages. However, the visual design does not affect the conversion of the use of Gofood and Grabfood by Muslim consumers in Indonesia. Theoretical Contribution/Originality: This study adds one variable that affects conversion, namely payment design Practitioner/Policy Implication: For managerial that who take cares of the service usage to improve halal features in the form of filter or sign that indicates halal at a restaurant or merchant, require each restaurant or merchant to explain the composition of the food ingredients used, improve the quality of navigation design and add payment alternative that will increase the collaboration of the using the services. Research limitation/Implications: Demography, number of samples, difference test on Gofood and Grabfood services Keywords: Conversion, visual design, informational design, navigational design, payment design, collaboration design, mixed-method, Gofood.
UTAUT and In-App Purchase: Revealing Factors Driving Users to Switch to the Premium Version in Online Dating Apps Ginting, Diyanti Pratiwi; Gayatri, Gita
ASEAN Marketing Journal Vol. 16, No. 2
Publisher : UI Scholars Hub

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This study aims to understand the factors influencing purchase intention in premium online dating applications. The main focus is on performance expectancy, effort expectancy, privacy risk, habit, enjoyment, social value, and quality. Data was collected through an online survey in March 2023 with respondents residing in Indonesia. The research method used is descriptive quantitative, based on the Unified Theory of Acceptance and Use of Technology (UTAUT). The variables in this study were measured using a 5-point Likert scale. The sample consisted of online dating app users who had never subscribed to the premium version and had been using the app for the past year. The results showed that performance expectancy, effort expectancy, and enjoyment significantly influence the continuance intention to use the basic version of the online dating app. Additionally, social value and app quality also showed a significant positive correlation with purchase intention for the premium version. Privacy risk was found to have a negative impact on both continuance intention and purchase intention. The discussion highlights the importance of understanding user preferences in online dating applications to develop effective marketing strategies. These findings are expected to help online dating app developers improve service quality and user experience, and provide insights for researchers and practitioners on the factors influencing purchase intention in the digital context.
Are Digital and Social Media Marketing Matters for Tajikistan’s Youth Travelers? Jamshed, Namozov; Gayatri, Gita
ASEAN Marketing Journal Vol. 17, No. 1
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This research examines the influence of social media and online marketing on the travel behaviours of youth -domestic - tourists in a capital city of Tajikistan, Dushanbe, as the main destination. With the development of new technologies in the modern digital age, digital tools could significantly change the preferences of travellers to choose tourism destinations. In this regard, social media, with its wide audience through Instagram, Facebook, YouTube, and others, became not only an effective tool for tourism marketing but also for affecting tourism decision-making processes. That's why the study examines the impact of tourists’ attitudes towards online tourism information, such as information quality and its user-friendly accessibility, satisfaction, interaction with digital marketing tools, and behavioural intentions, including intention to visit tourism destinations and electronic word of mouth (eWOM). Adopting a quantitative approach, this study is supposed to conduct a detailed online survey of at minimum 102 respondents among two demographic groups named Gen Z and Millennials aged 18 to 40 years. Data from the initially conducted online survey of 30 respondents who had the ability to organize the travel by usage of digital marketing tools. Based on it, the data were analysed for reliability and validity using IBM SPSS 26. Following that, the main data is expected to be analysed through SEM using Smart PLS 4. The results are expected to show that accessible and high-quality online tourism content strongly shapes tourist satisfaction, which in turn mediates behavioural intentions of travellers. This study is expected to add new literature to the limited research on digital tourism behaviour in Central Asia. That's why it provides practical suggestions for the local tourism agency in Tajikistan to enhance digital strategies to attract more tourists to the destinations.
Co-Authors Alversia, Yeshika Andriani Harsanti, Andriani Anne Agustina Suwargiani Asnan Furinto Asnan Furinto Assauri, Sofjan Avi LAVIANA Citra Elitasari Rigel PUTRI Daryanti, Sri Diananda Fitri Pitari Dinda Dinisa Dinisa, Dinda Dyah Nindita Carolina Ernata, Rissa Zharfany Fanny Martdianty Fauzia, Marlyana Ginting, Diyanti Pratiwi Hapsari Setyowardhani Hati, Sri Rahayu Hijrah Hutabarat, Penny Ida Ayu Evangelina, Ida Ayu Indira Pradipta Indraswari, Kenny Devita Iwa Rahmat Sunaryo, Iwa Rahmat Jamshed, Namozov Krisrana, Athaya Vita Latief, Deni Sumantri Lin, Ng Hui Myrna Nurlatifah Zakaria, Myrna Nurlatifah Penny Hutabarat Permatasari, Shafira Pitari, Diananda Fitri Qultsum, Kholilah Rachman, Moch Noer Yusdicio Riani, Gita Novia Rifelly Dewi Astuti Rifelly Dewi Astuti Rifelly Dewi Astuti Sakinah, Zahrah Riski Soemantri, Eky Setiawan Soeria Sofjan Assauri Sri Daryanti Suryanto, Shenny Shefira Yasser, Amyra Salsabela Yeshika Alversia Yuan, Pak Han Yuliawati Zenab, Yuliawati Zakaria, Myrna Nurlatifa