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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
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Search results for , issue "Vol. 14, No. 2" : 5 Documents clear
Does Live Stream Selling Affect Customer Engagement and Purchase Intention? The Shopee Live Platform Case Study Arisman, Arisman; Salehudin, Imam
ASEAN Marketing Journal Vol. 14, No. 2
Publisher : UI Scholars Hub

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Abstract

Manuscript type: Empirical paper Research Aims: The purpose of this paper is to investigate how customer shopping values (utilitarian, hedonic, and symbolic) influence customer trust, engagement, and purchase intention for live stream selling on e-commerce marketplace platforms. Design/methodology/approach: The information was gathered online from 225 valid respondents. Respondents are Shopee users from Indonesia who have watched Shopee Live stream selling within the last two weeks. The data was analysed using Structural Equation Modelling (SEM) with LISREL 8.51. Research Findings: The findings revealed that only symbolic value affects purchase intention, both directly and indirectly, whereas hedonic value affects purchase intention directly. Utilitarian value influences purchase intent indirectly through product trust and customer engagement. Theoretical Contribution/Originality: This study adds to the body of knowledge about online commerce by expanding on previous research on live stream selling, particularly by small sellers on Indonesian e-commerce platforms. Practitioner/Policy Implication: According to the findings of this study, small sellers doing Live Stream selling should focus on symbolic and hedonic value to increase customer purchase intention. Research limitation/Implications: The study's respondents may only represent some of the population of Indonesian online shoppers. Future research could consider balancing the types of respondents. In addition to enhancing the insight, the research model could be expanded by including additional antecedents or moderators.
Evading the “Entrepreneurial Blocks” through Entrepreneurial Marketing Education in Vocational High Schools in an Emerging Country Haryanto, Jony Oktavian; Widyanto, Hanif Adinugroho; Suryanto, Hari; Santoso, Adhi Setyo
ASEAN Marketing Journal Vol. 14, No. 2
Publisher : UI Scholars Hub

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Abstract

Entrepreneurial marketing education is considered an essential platform to stimulate successful entrepreneurs, especially for vocational high school (SMK) graduates in Indonesia, which has the highest open unemployment rate and mostly comes from low-income backgrounds. Hence, the researchers investigated why most SMK graduates, supposedly skilful, do not opt for entrepreneurship. This is an under-researched study that could carry enormous implications. The researchers interviewed participants from SMKs in Mataram, Indonesia, three entrepreneurship teachers and six students of entrepreneurship classes from grades 10 to 12. They referred to the extant literature as a basis for a proposed “Entrepreneurial Blocks” framework to explain the barriers and supporting factors for becoming an entrepreneur. Our findings show that entrepreneurial mindset, starting capital, challenges, risk aversion, and limited skills and resources were part of the entrepreneurial blocks. Conversely, working experience, desire for freedom, and the need for achievements were considered the factors to evade the entrepreneurial blocks for SMK graduates.
The Effects of Country of Origin and Social Media Opinion Leaders on Purchase Intention for Wuling Vehicles Ekyawan, Fandis; Rahman, Ma’ruf Fauzi
ASEAN Marketing Journal Vol. 14, No. 2
Publisher : UI Scholars Hub

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Abstract

Manuscript type: Research Article Research Aims: This research objective was to analyse the influence of country of origin, trust, price perception, perceived quality and social media opinion leader on Wuling purchase intention. Design/methodology/approach: This study was conducted quantitatively by distributing questionnaires to 234 respondents who are over 20 years old and know about Wuling and selected YouTube channels. Data was analysed using Structural Equation Modelling (SEM) method with the LISREL software application. Research Findings: The results of this study indicate that there is a positive significant impact relationship between country of origin (country-related products) and trust in the purchase intention of Wuling vehicles as well as the relationship of the negative significant impact of country of origin (country-related effect) on trust and social media opinion leaders on purchase intention of Wuling vehicles. Theoretical Contribution/Originality: The findings of this study can explain the importance of country of origin cues and social media opinion leader effect on customer behaviour in their decision-making. Practitioner/Policy Implication: The managerial implication of the research is that Wuling has to reduce brand associations with China to compete in Indonesia, and Wuling has to improve the product quality, after-sales service, ease of getting spare parts and continuous innovation to get an impact and positive response. Research limitation/Implications: This study has limitations; first, the research data only relies on one platform (YouTube) in Indonesia to test hypotheses. Second, the survey was about vehicles.
Neuromarketing Study: The Effect of Jingle on Consumer Behavior Fauzi, Hilman; Rizqullah, Rafif; Ariyanti, Maya; Hadyningtyas, Ivy Anindhita
ASEAN Marketing Journal Vol. 14, No. 2
Publisher : UI Scholars Hub

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Abstract

Manuscript type: Research Article Research Aims: This research investigates the impact of a jingle associated with a top-brand product on consumer behavior, as assessed through short-term memory activity in the brain. Design/methodology/approach: Data were collected from six participants, three men and three women aged 19-24. The Contec KT88-1016 Digital 16-Channel EEG machine and the Mapping System device were used to retrieve the data. The channel selection was employed to identify the optimal channel based on L2-norm energy calculations performed on the EEG channels within the short-term memory area. Research Findings: The frontal area exhibited higher energy levels than other areas, with the highest point observed in channel F4. A jingle in a product was found to stimulate short-term memory, influencing consumer behaviour. This influence was evidenced by the representation of channel energy in the EEG, showing a higher value compared to the average energy value in general. Theoretical Contribution/Originality: This study successfully demonstrated that EEG signals stimulated by jingles could assess consumer behaviour responses when provided with auditory incentives. The findings are explicitly linked to activating the brain's short-term memory area. Practitioner/Policy Implication: Brands with top brand categories have higher signal energy than non-top brands. Research limitation/Implications: Only limited to the data collection process carried out by environmental engineering, which is made closer to the actual situation.
Gamification: Saving in Digital Banking is Like Playing A Game Rimenda, Tetty; Aulia, Meidina Rosa; Listiawati, Rodiana; Marbun, Jhonny
ASEAN Marketing Journal Vol. 14, No. 2
Publisher : UI Scholars Hub

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Abstract

Manuscript type: Research Paper Research Aims: The purpose of this paper is to explore the effect of gamification, such as badges, elements and challenges that are applied to banking features, on customers' intention to save Design/methodology/approach: This research explores how gamification is applied in digital banking. The study was conducted to test the effect of using the principles of badges, levels and challenges applied to savings can motivate millennials to save. Respondents are XYZ digital bank customers who were born between 1980 -2000. Data from 172 samples were analysed using partial least squares structural equation modelling, Research Findings: The results showed that gamification used in banking positively affects consumer decisions to save. Badge-element strongly predicts how gamification is perceived as motivation in saving activities. The results also show that levels-elements affect the customer's willingness to save, while the challenge element affects the least interest in saving. Theoretical Contribution/Originality: Research on the use of technology in the banking sector can contribute to banking facing intense competition. Further research is needed to explore gamification to improve young consumers' financial well-being and good saving behaviour. Practitioner/Policy Implication: The research supports the use of gamification in the banking sector because gamification can encourage young customers to save money. Research limitation/Implications: Even though gamification is a trending topic, its use in the banking sector must adhere to prudence principles.

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