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All Journal Journal of Strategic and Global Studies Asean International Journal of Business Adpebi International Journal of Multidisciplinary Sciences
Htet, Atar Thaung
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Religion Agriculture, Biological Sciences & Forestry Automotive Engineering Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Languange, Linguistic, Communication & Media Social Sciences

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Website Quality, Store Image and Customer Satisfaction of E-Commerce in Myanmar Htet, Atar Thaung
Asean International Journal of Business Vol. 4 No. 1 (2025)
Publisher : Asosiasi Dosen Peneliti Ilmu Ekonomi dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54099/aijb.v4i1.1161

Abstract

This study intends to analyze the effect of website quality and store image on customer satisfaction with e-commerce in Myanmar. Methodology The convivence sampling method was applied in this study. The 175 participants involved in this research process.The majority of the participants live in Yangon city which largest commercial city in Myanmar. The survey method is a major research strategy for this study, with a well-designed, structured questi onnaire. The descriptive statistics, Pearson correlation test and multiple linear regression test used for analysis the collected data. Findings – The major findings of this study are that system quality, service quality, and store image have a positive and significant effect on customer satisfaction. Novelty/value – Based on this finding, some suggestions were made for the practical and academic fields. The web creators and marketers should align the tech factors and non tech factors in order to create the more quality e-commerce sites in Myanmar market which are infant industry for e-business. The origin of this research is store image, which is considered another antecedent factor for determining the success of the information system (IS) model (customer satisfaction).
Exploring the Nexus Between Country of Origin and Purchase Intentions towards Korea Cosmetics : Evidence from Myanmar’s Market Htet, Atar Thaung
Adpebi International Journal of Multidisciplinary Sciences Vol. 4 No. 1 (2025)
Publisher : Asosiasi Dosen Peneliti Ilmu Ekonomi dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54099/aijms.v4i1.1160

Abstract

As the firms reach on global stage to penetrate and grasp global market, country-of-origin (COO) is popular concept for this phoneman. Thus, this study tries to explore country-of-origin (COO) and examine the effect of COO on purchase intentions of Korea cosmetic in Myanmar.The specific objectives of this study are- to explore the consumers’ perceptions on country-of – origin dimensions in Myanmar cosmetic market, to examine the users’ intentions to purchase on Korea cosmetic in Myanmar and to analyze the effect of country of origin on purchase intention of Korea cosmetics in Myanmar.The required 193 respondents were selected by convivence sampling techniques in this study. The descriptive statistics and multiple linear regression analysis used in this study in order to analyze the collected data. Quality & technology excellence, product superiority and trust, product class and knowledge and xocentrism were major dimensions of country of origin in this study. This study found that all of this country-of-origin dimensions except product class & knowledge have positively significant effect on purchase intentions of Korea cosmetics in Myanmar. Therefore, this study made some practical recommendation for market practioners in Myanmar how to focus on each dimension of country-of-origin produced the effective marketing strategies and suggested the comprehensive frameworks for other emerging markets in south east Asia regions for academic world.
Presidential Visits as Foreign Policy Instruments: U.S. Indo-Pacific Strategy in Trump’s Second Term Htet, Atar Thaung
Journal of Strategic and Global Studies Vol. 9, No. 2
Publisher : UI Scholars Hub

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Abstract

Through an analysis of President Donald Trump's October 2025 travel to Asia, this study investigates the consequences of U.S. Indo-Pacific strategy under his second-term diplomacy. The paper examines three significant diplomatic encounters—the ASEAN Summit in Malaysia, bilateral meetings in Japan, and the APEC Summit in South Korea—using a qualitative case study methodology based on role theory and foreign policy analysis. The results show that alliance-centered security cooperation, strategic balancing toward China, and selective economic engagement were U.S. Indo-Pacific goals. Through extremely transactional and bilateralized relations, presidential diplomacy allowed the United States to fulfill a number of foreign policy responsibilities, such as economic negotiator, security supplier, and strategic balancer. The study also shows that regional reactions differed among East Asian and ASEAN nations, suggesting economic security alignment, alliance strengthening, and hedging tactics. By demonstrating how leader-driven diplomacy influences regional order despite escalating major power competition, this study empirically adds to the literature on Indo-Pacific and international relations.
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