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The South East Asian Journal of Management
Published by Universitas Indonesia
ISSN : 19781989     EISSN : 23556641     DOI : 10.7454/seam
Core Subject :
The South East Asian Journal of Management (The SEAM) seeks to publish high quality, scholarly empirical research articles in management, strategic management, organization, entrepreneurship, operations management, human resource management, business and organization topics that test, extend, or build theory and contribute to management and organization practices in the South East Asia region. The SEAM strives to serve as a major vehicle for the exchange of ideas and research among management scholars within or interested in the South East Asia region. The SEAM is an open access journal that is published by Management Research Center, Department of Management, Faculty of Economics and Business, Universitas Indonesia.
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Articles 6 Documents
 1 
Search results for , issue "Vol. 20, No. 1" : 6 Documents clear
The Path to Impulse: A Cognitive-Affective-Conative Model of Live E-Commerce Behaviour Across Southeast Asia Wusko, Any Urwatul; Aminullah, Aminullah
The South East Asian Journal of Management Vol. 20, No. 1
Publisher : UI Scholars Hub

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Abstract

Research Aims: This study investigates how cognitive and affective mechanisms jointly shape impulse buying intentions in live e-commerce environments, using the Cognitive-Affective-Conative (CAC) model, with a focus on Southeast Asian consumers. Design/Methodology/Approach: A quantitative, cross-sectional survey was conducted with 430 respondents from Indonesia, Malaysia, Thailand, Vietnam, and the Philippines. Data were gathered from participants with recent live-shopping experience on platforms such as TikTok Shop and Shopee Live. Structural Equation Modelling (SEM) using SmartPLS was employed to test the proposed relationships. Research Findings: Perceived authenticity and interactivity significantly influence emotional arousal and fear of missing out, which in turn predicted impulse buying intention. Emotional arousal emerged as the strongest direct and mediating predictor. All ten hypotheses were supported. Theoretical Contribution/Originality: The study extends the CAC model to live e-commerce and demonstrates its robustness in collectivist, mobile-first Southeast Asian contexts. It distinguishes between arousal- and anxiety-based affective pathways, offering a refined perspective on digital impulse buying behaviour. Managerial Implications in the Southeast Asian Context: Strategies that enhance authenticity, facilitate real-time interaction, and tactically trigger emotional arousal and FOMO can significantly improve conversion rates in live commerce. Research Limitation & Implications: The cross-sectional design limits the ability to infer causality. Future research should incorporate experimental or longitudinal designs and explore differences among cultural subgroups.
Building Sustainable Competitive Advantage Through Customer Centricity: Evidence from FMCG Firms in Indonesia Damanik, Oskar Fajar; Simangunsong, Elliot; Rahman, Fathony; Ardianto, Eka
The South East Asian Journal of Management Vol. 20, No. 1
Publisher : UI Scholars Hub

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Abstract

Research Aims: This study aims to develop a comprehensive model that leverages customer-centric strategies to build sustainable competitive advantage within the dynamic and complex context of changing consumer behaviour. Design/Methodology/Approach: Data were obtained from 235 sales and marketing managers across 63 Fast Moving Consumer Goods (FMCG) firms using a convenience sampling method. A structured questionnaire employing Likert-scale items was distributed via Google Forms. The data were analysed using Partial Least Squares Structural Equation Modelling (PLS-SEM) in SmartPLS 3 and further validated through semi-structured interviews with top management practitioners. Research Findings: The findings of the study indicate that a customer-centric strategy has a significant direct influence on sustainable competitive advantage, and is primarily influenced by internal factors of organisational culture and knowledge management. External factor of local market conditions were not significant determinants. Theoretical Contribution/Originality: This research fills a critical gap in the academic literature by offering a customer-centric strategy model specifically adapted for firms operating in emerging markets like Indonesia. Managerial Implication in the Southeast Asian Context: The insights provided are valuable for practitioners in the highly competitive FMCG landscape of Indonesia, equipping them with strategic guidance to better align with changing consumer behaviour in the market. Research Limitation & Implications: This study is situated within Indonesia's FMCG sector and thus its generalizability across other industries or organisational context may be limited.
The Digitalisation of Administrative Processes and Institutional Agility in SUCs Cebu City: The Mediating Role of Employee Digital Readiness Bithay, Leovigilda L.
The South East Asian Journal of Management Vol. 20, No. 1
Publisher : UI Scholars Hub

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Abstract

Research Aims: This study examines how the digitalisation of administrative processes influences institutional agility in SUCs in Cebu City, Philippines, and explicitly investigates employee digital readiness as a mediating capability that translates digital investments into organisational adaptability. Design/Methodology/Approach: A quantitative predictive research design was employed using a structured survey administered to 300 administrative employees selected through purposive sampling. PLS-SEM was used to test direct and indirect relationships. Research Findings: The digitalisation of administrative processes has a significant positive effect on institutional agility. Employee digital readiness partially mediates this relationship, indicating that technological modernisation alone yields limited gains in agility unless supported by digitally competent and confident employees. Institutions with higher levels of employee digital readiness demonstrate greater adaptability, responsiveness, and service efficiency. Theoretical Contribution/Originality: This study empirically demonstrating how employee digital readiness functions as a dynamic capability that links process digitalisation to institutional agility. This research highlights the capability-building mechanism through which administrative digitalisation enhances organisational responsiveness in public higher education institutions. Managerial Implication in the South East Asian Context: The results underscore the need for SUC leaders, HR managers, and digital governance officers across Southeast Asia to complement administrative digitalisation initiatives with sustained investments in employee digital capacity building. Research Limitation & Implications: This study is limited to SUCs in Cebu City, which may limit its generalizability to other public institutions and national contexts. Future research may adopt comparative cross-regional designs or qualitative approaches.
Unveiling AI Deployment and Social Support on Customer Value Co-Creation and Stickiness in Social Commerce: A PLS-SEM and NCA Approach Catacutan, Zandro M.; Perlado, Christian Edwin M.
The South East Asian Journal of Management Vol. 20, No. 1
Publisher : UI Scholars Hub

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Abstract

Research Aims: This study examines AI deployment and social support in fostering customer value co-creation and customer stickiness towards S-commerce applications in online shopping. Design/Methodology/Approach: This study employed a cross-sectional survey design, incorporating purposive and snowball sampling, and a sample size of 625 participants. PLS-SEM and NCA were utilised to test the hypotheses of this study. Research Findings: The study results showed that AI deployment and social support were significant determinants and essential factors in facilitating customer value co-creation for S-commerce. However, it is not a prerequisite for maintaining customer stickiness in S-commerce. Customer value co-creation was found to have positive direct and mediating effects on customer stickiness, and to exhibit dynamic interrelationships with factors relevant to S-commerce applications in online shopping. Theoretical Contribution/Originality: This study comprehensively combined insights from customer-dominant logic theory, social support theory, AI-enabled VCC theory, and the SOR framework to identify the key determinants of customer value co-creation and customer stickiness towards social commerce applications in the Philippine online shopping context. Managerial Implication in the South East Asian Context: The study highlights how platform can enhance S‑commerce by integrating AI-driven features, social support mechanisms, and personalised assistance tools to improve navigation, engagement, and the overall customer experience, thereby fostering customer value co-creation and stickiness in S-commerce. Research Limitation & Implications: The study limited to its local setting which affect broader generalizability. The cross-sectional assessments mainly concentrated on customer value co-creation and stickiness in S-commerce including Facebook, Instagram, and TikTok. Future research may include cross-country comparisons, expanded analyses of AI-related outcomes, and multi-group analyses by customer segments.
The Role of Relational Capital as a Dynamic Capability and Its Effect on the Relationship Between Directors’ Network and Firm Performance Masduki, Saiful Bakhtiar; Saleh, Norman Mohd; Osman, Lokhman Hakim; Rahman, Mara Ridhuan Che Abdul; Keliwon, Kamarul Baraini
The South East Asian Journal of Management Vol. 20, No. 1
Publisher : UI Scholars Hub

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Abstract

Research Aims: This study aims to examine how directors’ networks (DIRNET) improve firm performance and how relational capital (RELCAP) helps mediate this relationship in Malaysian public-listed firms. Design/Methodology/Approach: The adopted research design makes use of secondary data that involves 579 publicly listed firms within the period of 2017-2019. DIRNET and RELCAP measured through social network analysis techniques. Panel regression is applied to test the models and ensure robustness of the research findings. Research Findings: DIRNET is positively related to firm performance, and this effect is partially mediated by RELCAP, which positively influences performance. However, the relationship between DIRNET and firm performance is described by an inverted U-curve, which means that too many relationships among directors negatively contribute to performance advantages. Theoretical Contribution/Originality: The study finds that DIRNET value creation should go beyond traditional roles of governance. Further, it finds that too many director links can actually lower performance benefits. Finally, it adds new evidence from a relationship-based system of governance in an emerging economy. Managerial Implication in the South East Asian Context: In the South East Asian context, managers should assist directors in developing networks and good relationship with stakeholders. Stronger networks will enhance performance, but too many networks reduce performance gains. The valuation of networks and relationship helps firms to make good decisions, and utilise resources efficiently. Research Limitation & Implications: This study is limited to Malaysian publicly listed companies and annual report information, but it indicates the importance of developing a good network of directors to improve company performance, particularly boards in emerging market economies.
The Influence of Top Management Commitment on Competitive Advantage through Supply Chain Resilience, Supply Chain Digitalisation, and Supply Chain Responsiveness Siagian, Hotlan; Basana, Sautma Ronni; Suprapto, Widjojo; Tarigan, Zeplin Jiwa Husada
The South East Asian Journal of Management Vol. 20, No. 1
Publisher : UI Scholars Hub

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Abstract

Research Aims: This study aims to analyse the influence of top management's commitment on competitive advantage through supply chain digitalisation, responsiveness, and resiliency. Design/Methodology/Approach: Data were collected using a five-point Likert-scale questionnaire distributed to manufacturing practitioners with a minimum supervisory position. A total of 203 valid questionnaires were analysed. Data processing was performed using SmartPLS version 4.0 to test measurement and structural models. Research Findings: The study results indicate that eight hypotheses are accepted and one is rejected. Top management commitment positively impacts supply chain digitalisation, responsiveness, and resilience. Furthermore, supply chain digitalisation and supply chain resilience both positively impact competitive advantage. However, supply chain responsiveness did not affect competitive advantage. Theoretical Contribution/Originality: This research makes a theoretical contribution to the study of digital technology adoption in supply chain management. Digital technology adoption enhances companies' competitive advantage. Managerial Implications in the South East Asian Context: In Southeast Asia, there is still low integration, limited digitalisation, and vulnerability to supply chain disruption. The results of this study provide insight into the role of top management in initiating the adoption of digital technology to strengthen resilience and supply chain responsiveness, thereby improving competitive advantage. Research Limitation and Implications: This study has limitations, particularly on the research sample, which is located in East Java, Indonesia. Hence, the study results may not be valid in other countries.

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