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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. 15, No. 1" : 5 Documents clear
The Role of Hedonic Motivation As The Mediator In The Effect of Social Media Endorsement Short Video Toward Impulsive Repurchase Intention on Generation Z Nurasti, Anandita; Sobari, Nurdin
ASEAN Marketing Journal Vol. 15, No. 1
Publisher : UI Scholars Hub

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Abstract

Manuscript Type: Research Paper Research Aims: To analyze how demand, convenience, interactivity, and playfulness in short videos influence perceived enjoyment, which in turn affects hedonic motivation and impulsive repurchase intentions, both directly and indirectly.Design/Methodology/Approach: This study used quantitative research with 278 respondents, analyzed using structural equation modeling (SEM). Research Findings: Demand, convenience, and playfulness significantly enhance perceived enjoyment, while interactivity does not. Perceived enjoyment positively influences hedonic motivation, which partially mediates its effect on impulsive repurchase intention.Theoritical Contribution/Originality: This study reveals that stimuli in short video endorsements, including demand, convenience, and playfulness, significantly boost perceived enjoyment and hedonic motivation in Generation Z, influencing impulsive repurchase intentions, particularly among female consumers.Practitioner/Policy Implication: Short videos fail to capture the interactions between influencers and audiences, so brands should be cautious when using them to boost consumer loyalty. For Generation Z, impulse repurchase intention is more influenced by the short video format than by hedonic motivation, highlighting the importance of playfulness. This research offers brands valuable insights for using short videos as a promotional strategy.Research Limitation/Implications: Interactivity in short videos differs from live streaming, and the specific clothing brand used is unidentifiable, raising concerns about respondents' brand recall. Additionally, the pre-test lacked confirmatory factor analysis (CFA), did not validate wording, and removed indicators without justification. Keywords: demand, convenience, interactivity, playfulness, perceived enjoyment, hedonic motivation, impulsive repurchase intention, short video, Generation Z.
Fandom Power: Examining Customer Engagement, Attitudes, and Purchase Intentions in K-Pop Fandom-Brand Collaborations Tertiano, Raffi Fairuza; Salehudin, Imam
ASEAN Marketing Journal Vol. 15, No. 1
Publisher : UI Scholars Hub

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Manuscript type: Empirical paper Research Aims: This study examines the impact of the Korean Wave (Hallyu) fandom in Indonesia, focusing on collaborations between Indonesian companies and K-Pop idols. It aims to understand how fan interactions influence purchasing behavior toward celebrity-endorsed products. Design/methodology/approach: The research employs Structural Equation Modeling (SEM) to analyze data from 1,016 respondents familiar with collaboration campaigns between Indonesian companies and K-Pop idols. It examines customer-to-customer identification (CCI), customer-to-community identification (CMI), attitudinal engagement, behavioral engagement, attitude toward brand, and attitude toward celebrity. Research Findings: The findings reveal that CCI is positively linked to CMI and enhances customer attitudinal engagement. Furthermore, CMI significantly impacts both attitudinal and behavioral customer engagement. while attitude toward celebrity predicts purchase intention, attitude toward brand does not. These results highlight the complex dynamics within K-Pop fandoms and their influence on consumer behavior. Theoretical Contribution/Originality: This study contributes to the literature by providing a deeper understanding of distinct types of fan identification and their impacts on different forms of customer engagement. It underscores the importance of celebrity endorsements in shaping purchase intentions within the context of the Hallyu phenomenon. Practitioner/Policy Implication: The insights from this research can inform marketing strategies for companies leveraging the popularity of K-Pop idols. Marketers should focus on enhancing fan identification and engagement, particularly leveraging celebrity influence to drive purchase intentions. Research limitation/Implications: The study is limited to Indonesian fans and specific collaboration campaigns. Future research could expand to other countries and different celebrity endorsements to validate and extend the findings. Keywords: K-pop, fandom, social identification, customer engagement, purchase intention
Understanding Telecommunication Customer Churn: Insights from LightGBM Predictive Modelling and SHAP Feature Interpretation Sinaga, Ruben; Widianto, Sunu
ASEAN Marketing Journal Vol. 15, No. 1
Publisher : UI Scholars Hub

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Manuscript Type: Research Article Research Aims: This research is expected to contribute to scientific insights on machine learning predictions, how to understand the contribution of variables and their interpretation in the overall context of customer churn in telecommunications companies. Design/Methodology/Approach: Data was collected from one Indonesian telecommunication company within a total of 50,000 sample data points. The data was analyzed using a machine learning algorithm to process, predict, and interpret the result based on the research scenario. Research Findings: These findings revealed that the SHAP framework significantly impacts the churn problem, allowing the marketing team to implement the right strategy based on customer personalization. Theoretical Contribution/Originality: This research enriches customer churn research in the telecommunications industry by introducing a combined method of the LightGBM model and SHAP framework, providing a thorough analysis of variable contributions to the customer churn model used, and addressing the lack of research that focuses on variable contributions. Practitioner/Policy Implication: This research provides an overview of the utilization of customer variables that can later be studied deeply by data or marketing teams to produce initiative projects based on data and machine learning models Research Limitation/Implication: Future studies could combine the feature selection method to filter the model’s features and remove redundant ones, thereby analysing the contribution of variables that truly impact customer churn. Keywords: telecommunication; customer churn; machine learning; shap framework; lightgbm
Engagement And Customer Satisfaction Behaviour Model Increasing Repurchase Intention In The Health Services Industry In Jakarta Jatmiko, Jatmiko; Sugiyanto, Sugiyanto; Putra, Adrie; Tamzil, Fachmi
ASEAN Marketing Journal Vol. 15, No. 1
Publisher : UI Scholars Hub

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Manuscript Type: Research Article. Research Aims: Testing the influence of E-Service Quality, Customer Engagement and Perceived Quality on Repurchase Intention through Customer Satisfaction in the health services industry in Jakarta, in order to develop a marketing strategy based on customer satisfaction. Design/Methodology/Approach: Data was collected through an online survey from 150 outpatients who were at least 17 years old and had undergone inpatient treatment once a year in 2023, or underwent outpatient treatment once in the last 6 months. Data was analyzed via PET Analysis. Research Findings: E-service quality, customer involvement, and perceived quality positively influence repurchase intention by enhancing customer satisfaction, as indicated by research results. To boost repurchase interest in the health services sector, the hospital medical staff needs to provide customer satisfaction, leading to increased likelihood of repurchasing and recommending to others. Theoreticial Contribution/Originality: E-service quality, engagement, and customer satisfaction positively influence repurchase intentions. Therefore, practitioners and policy makers should prioritize enhancing these factors to boost corporate performance. Practitioner/Policy Implication: The health services industry in Jakarta must increase customer satisfaction through improving Electronic Service Quality (E-Service Quality), customer engagement and perceived quality. Furthermore, at the policy maker level, they must prioritize improving these factors to improve company performance. Research Limitation/Implications: Sample size, quantitative methods need to be developed to include other factors that determine purchase intention such as price and brand. Keywords: E-Service Quality, Customer Engagement, Perceived Quality, Customer Satisfaction, Repurchase Intention
ANALYSIS OF THE INFLUENCE OF ATTRIBUTE DESIGN TO CONVERSION OF THE USE OF GOFOOD AND GRABFOOD APPLICATION SERVICES BY MUSLIM CONSUMER IN INDONESIA Krisrana, Athaya Vita; Gayatri, Gita
ASEAN Marketing Journal Vol. 15, No. 1
Publisher : UI Scholars Hub

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Abstract

Manuscript type: Research Article. Research Aims: The main objective of this study is to examine the factors that affect the conversion on the food delivery application services, namely Gofood and Grabfood in Indonesia. Design/methodology/approach: Mixed method by conducting focus group discussion and distributing questionnaires. Data analysis was done by using covariance based Structural Equation Modelling (SEM). Research Findings: Based on the result of the FGD, there are other variables that are considered to have an influence on the conversion, namely payment design so that the latent variables studied in this study visual design, information design, navigation design, payment, and collaboration design. Based on quantitative data analysis, the output shows that information design, navigation design, payment design and collaboration design affect the conversion of Gofood and Grabfood service usages. However, the visual design does not affect the conversion of the use of Gofood and Grabfood by Muslim consumers in Indonesia. Theoretical Contribution/Originality: This study adds one variable that affects conversion, namely payment design Practitioner/Policy Implication: For managerial that who take cares of the service usage to improve halal features in the form of filter or sign that indicates halal at a restaurant or merchant, require each restaurant or merchant to explain the composition of the food ingredients used, improve the quality of navigation design and add payment alternative that will increase the collaboration of the using the services. Research limitation/Implications: Demography, number of samples, difference test on Gofood and Grabfood services Keywords: Conversion, visual design, informational design, navigational design, payment design, collaboration design, mixed-method, Gofood.

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