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ASEAN Marketing Journal
Published by Universitas Indonesia
ISSN : 20855044     EISSN : 23562242     DOI : https://doi.org/10.7454
Core Subject : Social,
Social Sciences
ASEAN Marketing Journal (AMJ) is dedicated to exploring, disseminating and discussing the latest issues and developments of marketing, particularly those related or relevant to the advancement of marketing in South East Asia and beyond. The mission of the editorial board of AMJ is to present the latest thinking and research that tests, extends, and develops management theories or those contributes to marketing practices. Of particular interest are those contributions that share experience and suggest innovative solutions to ongoing or new concerns of those interested marketing issues. To be published in AMJ, a manuscript must make strong empirical and theoretical contributions and highlight the significance of those contributions to the marketing field. Thus, preference is given to submissions that test, extend, or build strong theoretical frameworks while empirically examining issues with high importance for marketing theory and practice. Topic of interest: marketing in emerging economies, marketing ethics, consumer welfare, and marketing and public policy.
Arjuna Subject : Bisnis, Menejemen, dan Akutansi (semua kategori) - Pemasaran
Articles 5 Documents
 1 
Search results for , issue "Vol. 10, No. 1" : 5 Documents clear
The Effect of Organizational Reputation on E-loyalty: The Roles of E-trust and E-satisfaction Sadeghi, Amir; Ghujali, Tohid; Bastam, Hadi
ASEAN Marketing Journal Vol. 10, No. 1
Publisher : UI Scholars Hub

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Abstract

Purpose- The purpose of this paper is to examine how effect of Organizational Reputation on E-loyalty with the Roles of E-trust and E-satisfaction. Design/methodology/approach- A quantitative approach was undertaken to analyze. The study used Structural Equation Modelling (SEM) operated by LISREL program to analyze the hypothesis. This paper tests the model by using data from 450 customers of Digikala firm in Iran. Findings- Results indicated that organizational reputation affects e-satisfaction significantly and the impact of organizational reputation on e-trust is significant in the selected population. Originality/value- This study emphasized on the impact of corporate reputation on increasing customer satisfaction, customer trust, and customer loyalty in the electronic commerce company. Hence, this paper investigates the interrelationships between reputation, trust, satisfaction, and loyalty as a unique context.
Model of Relationships Among Marketing Public Relations, Service Quality and Attitude Toward Brand Trinh, Viet Dung; Nguyen, Hoang Mai
ASEAN Marketing Journal Vol. 10, No. 1
Publisher : UI Scholars Hub

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Manuscript type: Full research paper. Research Aims: Exploratory. Design/methodology/approach: This research is based on quantitative data collected from 317 respondents who took part in various MPR programs of RMIT International University Vietnam (RMIT Vietnam) in 2016. Research Findings: Through multiple regression analysis, it was concluded that MPR has a positive relationship with ATB and the tangibles dimension of SERVQUAL; MPR also indirectly affects ATB through this service quality dimension. This research concluded with a model of the relationships among MPR, service quality and ATB. Theoretical Contribution/Originality: This research is based on the perspective that public relations may have significant value in terms of marketing, and MPR could benefit corporates by enhancing their services as well as long-term relationships with and trust of customers by generating a positive attitude toward their brand. Research limitation/Implications: For the implementations, managers of RMIT Vietnam are highly recommend to make the MPR programs more tangible to gain positive ATB. Other service providers will enhance their service quality and adjust the budget accordingly by implementing this model for innovative solutions to ongoing marketing programs.
Label Size Evaluation of Ready-To-Drink Beverages Based On Brand Knowledge Assessment with Brand Awareness as A Parameter Brillian, Marcel; Kristina, Helena J.; Silalahi, Rudy V.
ASEAN Marketing Journal Vol. 10, No. 1
Publisher : UI Scholars Hub

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Abstract

Manuscript type: Research Article Research Aims: Evaluate label size of RTD beverages based on brand awareness assessment to bridge the gap between marketing needs and environmental requirement. Design/Methodology/Approach: Interview, brand recognition experiment, brand recall questionnaire Research Finding: Propose some variation in percentage of label size reduction and show that larger label sizes do not ensure it will influence consumer’s ability and response time in recognizing products will be faster. Practitioner/Policy Implication: Label size reduction is a fine strategic implementation to initiate synergy between brand owners and recyclers toward sustainable waste management practice. Research Limitation/Implication: Label size reduction turns out to have positive implications for marketing side of the product.
Social Shopping Relationship Management on Social E-Commerce in Indonesia (Case Study: Online Food Consumers) Nugraha, Marza Riyandika; Sumarwan, Ujang; Yulianti, Lilik Noor
ASEAN Marketing Journal Vol. 10, No. 1
Publisher : UI Scholars Hub

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Abstract

Abstract: The phenomenon of online shopping and business start-ups are rising in Indonesia, and one of the results of this movement is a new form of e-commerce—social shopping—which combines two online activities: social networking and online shopping. Manuscript type: Case Studies Research Aims: The purpose of this paper is to improve academic understanding on social shopping websites and to research the impact of relationship quality and the ensuing effect on individuals’ online loyalty to social shopping websites. Design/methodology/approach: This paper examines factors that may affect consumer behaviour in social shopping websites. This study proposes a conceptual framework which uses Google forms to gather information from members who have made at least one previous online food purchase. Data was collected from Kaskus.com, a social shopping website in Indonesia. The authors analyzed the model using the structural equation modelling approach. Research Findings: The results show that members’ perceived social network, message source credibility, website stimuli, and argument quality are important factors that affect consumer e-loyalty. In addition, both consumer website value and relationship quality strengthened this loyalty. Theoretical Contribution/Originality: This study provides a comprehensive framework to better understand the influences on the development of relationship quality and the impact on member loyalty by addressing the role of information and content creation in the social shopping environment, especially on online food consumer behaviour. Practitioner/Policy Implication: Websites should provide trusted information, attention to stimulus, facilitate user interactions, and strengthen the value of the community to increase the user’s shopping experience. Research limitation/Implications: In this research, we were limited to one product category: food, and there are other factors that should be research such as cultural factors, lifestyle, level of technology adoption, and tradition to better understand the intentions of customer loyalty.
Implementing Data Clustering to Identify Capital Allocation for Small and Medium Sized Enterprises (SMEs) Hidayah, Amelia
ASEAN Marketing Journal Vol. 10, No. 1
Publisher : UI Scholars Hub

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Abstract

Abstract: N/A. Manuscript type: Original Research. Research Aims: Analyzing the investigated factors includes the firm size and the industry sector that influence capital allocation for MSMEs using the K-means clustering technique. Design/methodology/approach: The initial step for the research is the data preparation. It is covering 20 sectors and consists of 6,666 pieces of data. The modified data are analysed using the K-means clustering technique. Research Findings: MSMEs are divided into three clusters, with each cluster exhibiting different characteristics in terms of assets, sales, and industry sectors. However, the number of employees was not found to be significant in the analysis. Theoretical Contribution/Originality: The size of MSMEs is defined as the total assets, sales, or number of employees. It should be considered by financial institutions when assessing the viability of awarding a loan to that MSMEs. Moreover industry characteristics affect finance institutions to grant a loan to firm. Practitioner/Policy Implication: Financial decision makers, banks, financial institutions, and government advisors alike can determine capital allocation for MSMEs based on the clustering profile created in this study. Research limitation/Implications: This study constructs MSMEs grouping model that relies on investigated factors, including the firm size and the industry sector in order to determine the capital allocation to MSMEs. The future research regarding the capital allocation schemes for the MSMEs clustering profile are possible to do by adding new data, such as ownership type, owner-manager characteristics, and macroeconomic factors.

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