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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 7 Documents
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Search results for , issue "Vol. 12, No. 1" : 7 Documents clear
SOSIAL MEDIA STRATEGY OF NEW KPOP ALBUM : A VISUAL ANALYSIS OF BLACKPINK’S PHOTO TEASER Kusumawati, Yudhistya Ayu; Widita, Anindya
ASEAN Marketing Journal Vol. 12, No. 1
Publisher : UI Scholars Hub

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Manuscript type: Research article. Research Aims: This paper examined visual concept in Blackpink photo teaser as the promotion strategy in social media. Design/methodology/approach: This research was carried with qualitative approach, using Roland Barthes semiotics analysis to identify sign and symbol to identify visual meaning of Blackpink photo teaser and how the group is being presented through social media. Research Findings: Blackpink photo teasers have visual appeals which is consistent with the brand of the group. The girl crush and duality concepts of black and pink characters representing beautiful and strong persona were the message intended to be delivered through social media to the audience. Theoretical Contribution/Originality: This research explored the message contained within the visual concept in promotional photo teasers of a K-Pop group, Blackpink, as a social media strategy in promoting the new album. It is notable that the group wanted to project certain image through the photo teasers of the new album. Practitioner/Policy Implication: This research noted that the promotional strategy of a brand, in this case, the K-Pop group, in social media takes into consideration the brand identity and message appeals other than the visual aspect. Research limitation/Implications: This research only focused on one K-Pop group and a new album. Further research can be done covering multiple groups or multiple new albums to identify variety of concepts and strategies in social media.
DETERMINANTS OF ECO-CONSCIOUS CONSUMER BEHAVIOR OF MUSLIMS IN INDONESIA USING THE THEORY OF PLANNED BEHAVIOR Nasr, Sumayyah Amalina; Safira, Anya
ASEAN Marketing Journal Vol. 12, No. 1
Publisher : UI Scholars Hub

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Manuscript type: Research paper Research Aims: This study aims to analyze the determinants of eco-conscious behavior of Indonesian Muslim consumers by using the Theory of Planned Behavior, with the incorporation of several additional variables namely intrinsic religious orientation, green trust, and environmental concern. Design/methodology/approach: The analysis used for this research is Partial Least Square Structural Equation Modeling (PLS-SEM) using SmartPLS software. Research Findings: The results show that intrinsic religious orientation influences the eco-conscious behavior of Indonesian Muslims directly and indirectly through attitude toward green products. Furthermore, environmental concern influences the eco-conscious behavior of Indonesian Muslims directly and indirectly through subjective norm and perceived behavioral control as mediators. Meanwhile, green trust does not directly influence the eco-conscious behavior of Indonesian Muslims. Theoretical Contribution/Originality: as a literature related to the theory of planned behavior that correlates religious and marketing factors to a person’s eco-conscious behavior. Practitioner/Policy Implication: Analyzing the factors that influence attitudes and behavior related to environmental awareness will make consumers more understand existing environmental problems. Furthermore, the results of this study may be useful for green marketers in shaping marketing policies and strategies. Research limitation/Implications: There are supporting variables to analyze attitudes and behaviors that explain pro-environment in previous studies but have not been included in this study. Then, more elaborated moderating effects shaped by intrinsic religious orientation is needed.
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
THE ROLE OF CUSTOMER NETWORKING CAPABILITY EFFECTIVENESS IN ENHANCING THE SALESPEOPLE’S PERFORMANCE IN SMALL AND MEDIUM ENTERPRISES Udayana, Ida Bagus Nyoman; Farida, Naili
ASEAN Marketing Journal Vol. 12, No. 1
Publisher : UI Scholars Hub

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Research Aims: This research examines the research gap between adaptive selling and the salespeople’s performance. There is an inconsistency of research results among marketing researchers. This study extends the previous marketing literature to customer network-based marketing. Design/Methodology/approach: The research data were collected from 300 salesperson in the field of small and medium enterprises. The data analysis used a structural equation model and Sobel tests. The findings of the research: Research findings show that the effectiveness of customer networking capability functions as an intervention between adaptive selling and salespeople’s performance. Adaptive selling, interaction quality, and perceived interpersonal skills have a significant positive effect on the effectiveness of customer networking capability and salespeople’s performance. Theoretical Contribution/Originality: The current study develops networking theory and tries to contribute to the literature, which serves as a step towards broadening the concept of customer networking. Practitioner/Policy Implication: Managers can also build a network of customers who can communicate well. This communication supports long-term relationships and mutual benefits between customers and the company. To sustain long-term relationships, a company monitors customers through the network of effective communication. Research limitation/Implication: As this research was undertaken in Indonesia, the collected data merely represents the country’s sales and marketing situations. The findings may not apply in all countries. Conducting the same type of research in other Asian countries can test the accuracy of the model empirically.
GIFT GIVING BEHAVIOR AMONG MILLENNIALS, THE USE OF PHOTO ELICITATION INTERVIEW TO DISCOVER CONSUMER INSIGHT Rachmahani, Hera; Kusumasondjaja, Sony
ASEAN Marketing Journal Vol. 12, No. 1
Publisher : UI Scholars Hub

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Manuscript type: Research paper Research Aims: This paper aims to explore gift-giving activities among millennials at the perspective of gift-giver using the photo elicitation interview. The typology of the relationship between gift givers and recieversand the effects of this relationship to the types of products given in gift-giving activities are also evaluated. Design/methodology/approach: This paper is using phenomenological approach and photo elicitation interview with purposive convenience sampling method to obtain gift-givers decision making process in searching gift products. Research Findings: The process of searching, preparing, and delivering of gifts is influenced by several factors, namely the closeness of the relationship, past experiences and the moment of giving the gift. The structure of intimacy creates hierarchy of gift giving given by gift givers. The position and social class of the gift receiver affect the shape, price, and gifts delivery process. Theoretical Contribution/Originality: This research is expected to provide an understanding of the consumer decision-making process in giving gifts at certain moments experienced by consumers. Practitioner/Policy Implication: This paper give insights to the practitioner about the promotional and products design that are associated with the closeness between consumers and gift givers to attract gift-givers giving a gift to the special people around them This study is only discuss gift-giving behavior from gift-givers and does not pay attention to the recipient perspective so it is less comprehensive in discussing gift-giving behavior in the millennial generation
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
Publisher : UI Scholars Hub

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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
DETERMINANTS OF NON-MUSLIM CONSUMERS’ PURCHASE BEHAVIOR TOWARD HALAL PACKAGED FOOD Untari, Asih; Safira, Anya
ASEAN Marketing Journal Vol. 12, No. 1
Publisher : UI Scholars Hub

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Manuscript type: Research article Research Aims: The objective of this research is to determine factors affecting the purchase behavior of non-Muslim consumers toward halal packaged food. Design/methodology/approach: Data was collected from self-adminstrated questionnaire from non-Muslim consumers who have purchased halal packaged food. Structural Equation Modelling (SEM) using SmartPLS was used to analyze the effect of attitude, subjective norm, perceived behavioral control, halal logo and halal marketing on purchase intention and purchase behavior. Research Findings: Only subjective norm, halal logo and halal marketing affect purchase intention, which later affects purchase behavior. Meanwhile perceived behavioral control was found to directly affect purchase behavior. Theoretical Contribution/Originality: This research contributes further to the body of knowledge regarding the Theory of Planned Behavior, and has investigated that the theory can also be applied in the context of non-Muslim consumers’ purchase intention toward halal packaged food. Practitioner/Policy Implication: From the findings, practitioners in the field of halal packaged food can formulate strategies regarding halal marketing and subjective norm in order to stimulate consumers’ purchase intention. Research limitation/Implications: There are several research limitations regarding the screening question and a few indicators used which in future research is suggested to be a better reflection of the research variales and objectives.

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