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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. 16, No. 1" : 5 Documents clear
Factors Affecting the Recognition of International Opportunities by SME Entrepreneurs: Case Studies from the Creative Industries in Indonesia Astuti, Novika Candra; Sakti, Intan Widuri; Suhardi, Agatha Rinta; Sari, Oktora Yogi; Oktaviani, Desy; Darajat, Zakiah
ASEAN Marketing Journal Vol. 16, No. 1
Publisher : UI Scholars Hub

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Manuscript type: Qualitative paper Research aims: To explore the factors influencing the recognition of international opportunities among entrepreneurs in emerging markets, focusing on small and medium-sized enterprises (SMEs). Design/methodology/approach: This study employs multiple case studies, investigating six Indone- sian SMEs in the creative industries. Research Findings: Entrepreneurs often recognize international opportunities through serendipi- tous events such as encounters with local agents, communications with foreign clients via Google Ads/Facebook Ads, invitations from government entities, and referrals from acquaintances. These international opportunities are often acknowledged based on prior business experience from initial internationalization, the use of social and business networks, and digital marketing strategies. While initial expansion into the global market was impromptu, subsequent entries became deliberate strate- gies involving social and business networks, previous international experience, and digital marketing platforms such as TikTok Shop, Facebook, and Instagram. Theoretical Contribution/Originality: This study provides a comprehensive understanding of how SMEs in emerging markets recognize international opportunities, emphasizing the role of serendipi- tous events and digital marketing in the internationalization process. practitioner/policy Implication: Policymakers and practitioners should support SMEs in leverag- ing digital marketing platforms and building strong social and business networks to enhance their recognition and pursuit of international opportunities. Research limitation/Implications: The study is limited to Indonesian SMEs in the creative indus- tries, which may impact the generalizability of the findings. Future research could investigate similar dynamics in other sectors and emerging markets to validate and extend these insights.
PUSHING CONSUMERS TO PLANT-BASED MILK ALTERNATIVES: WHAT DRIVES THEM? Insani, Rabani Jannata; Amalia, Fatya Alty
ASEAN Marketing Journal Vol. 16, No. 1
Publisher : UI Scholars Hub

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Manuscript type: Research Article Research Aims: Describing the extent to which belief factors, supporting reasons, and opposing reasons can shape attitudes, thereby creating an intention to purchase plant-based milk products. Design/methodology/approach: Using Behavioral Reasoning Theory. Data were collected through quantitative methods from 407 respondents using a questionnaire, targeting those who had consumed plant-based milk. Analyzed using the Partial Least Squares Structural Equation Modeling (PLS-SEM) method using SmartPLS 3.0. Research Findings: The findings indicate that health beliefs, reasons for nutritional content, and supporting the environment significantly influence attitudes positively, while environmental beliefs have a positive but non-significant impact on attitudes. However, environmental support plays a crucial role in ensuring that environmental beliefs positively and significantly impact attitudes. Attitudes also have a strong influence on purchase intentions. Theoretical Contribution/Originality: This research applies using the Behavioral Reasoning Theory research model which has been adjusted for the research objectives to expand understanding of the factors that can shape attitudes so as to create purchase intentions for plant-based milk products Practitioner/Policy Implication: consumer beliefs, reasons for choosing, and reasons for not choosing plant-based milk significantly influence the formation of consumer attitudes, which ultimately lead to purchase intentions. Consumer beliefs such as health beliefs and environmental beliefs may not be sufficient to shape attitudes and generate purchase intentions for plant-based milk; factors such as reasons for and against are needed to shape attitudes and thus create purchase intentions. Research limitation/Implications: respondents had consumed plant-based milk, and the focus of this study was only on plant-based milk consumption.
The Secret to Ride-Hailing Customer Satisfaction and Willingness to e-WOM: Uncovering the Advantages of Price and Consumer Personality Khairani, Zulia; Nofrizal, Nofrizal; Putri, Librina Tria
ASEAN Marketing Journal Vol. 16, No. 1
Publisher : UI Scholars Hub

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Abstract Manuscript type: Research Article Research Aims: After the COVID-19 pandemic and during the pandemic, there has been a surge in the usage of ride-hailing services. The motivation objective of this study is to ascertain the causes behind the high consumer satisfaction with ride-hailing. This study examines the role of service quality, and price in driving consumer satisfaction, and the implications for electronic word of mouth mediated by customer personality. Design/methodology/approach: Using purposive sampling methods, 610 users of ride-hailing services were chosen as the sample for this study. Processing survey data through data analysis utilizing Smart-PLS 4.0 software and structural equation modeling. Research Finding: The results showed that service quality and price can change consumer personality to encourage consumer satisfaction so that customers are willing to electronic word of mouth. Consumer personality and consumer satisfaction can moderate prices for electronic word of mouth. Theoretical Contribution/Originality: This study contributes to the latest literature in the field of marketing, particularly in the online transportation service industry, by demonstrating that customer satisfaction is a key driver of willingness to engage in electronic word-of-mouth (eWOM). Consumer personality and price can enhance customer satisfaction, and both customer personality and satisfaction can mediate the effect of price on eWOM. Practitioner/Policy Implication: The study highlights key managerial implications for the online transportation industry. Prioritizing customer satisfaction, understanding consumer personalities, strategic pricing, and leveraging eWOM emerge as critical strategies. By tailoring approaches to enhance satisfaction, address varied personalities, and implement transparent pricing, businesses can drive positive eWOM and foster sustained growth. Research Limitation: The sample size in this study, comprising only 610 Indonesian ride-hailing service users, represents a limitation, potentially impacting the generalizability of the findings. Moreover, the study focuses solely on specific factors influencing customer satisfaction, namely service quality, price, and customer personality, overlooking other potential contributors such as brand preference, reputation, trust, ease of use, and safety. Additionally, the analysis utilizes SEM Smart-PLS 4.0 software with survey techniques, neglecting experimental or empirical research methods.
THE INFLUENCE OF SOCIAL MEDIA MARKETING ON REPURCHASE INTENTION THROUGH BRAND AWARENESS AND PERCEIVED VALUE IN HAUS PRODUCT Kaiwa, Ogan; Yuliati, Lilik Noor; Nurhayati, Popong
ASEAN Marketing Journal Vol. 16, No. 1
Publisher : UI Scholars Hub

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Manuscript type: Research article Research Aims: This research aims to analyze the influence of social media marketing on repurchase intention through brand awareness and perceived value of Haus products Design/methodology/approach: Data collection was carried out by distributing questionnaires online using Google Forms. This research method uses quantitative with a total of 200 respondents who are at least 17 years old, have purchased Haus products, are Instagram users, and know or have visited the Haus Instagram social media account. Sampling was carried out using the voluntary sampling method. Research Findings: The result shows that social media marketing has a positive and significant effect on brand awareness, repurchase intention and perceived value. Brand awareness has a positive and significant effect on repurchase intention. Perceived value has a positive and significant effect on repurchase intention. Social media marketing has a positive and significant effect on repurchase intention through the mediating variable of brand awareness. Also, Social media marketing has a positive and significant effect on repurchase intention through the mediating variable of perceived value. Theoretical Contribution/Originality: Provide insight regarding value that drive in repurchase intention on Haus product by using social media marketing. Practitioner/Policy Implication: Provide insight to improve Haus’s social media marketing through brand awareness and perceived value. Research limitation/Implication: This research only focuses on Instagram social media.
The Influence of Social Media Marketing on Purchase Decision through Brand Image and Brand Trust on Larutan Penyegar Cap Badak Krisnandiva, Radya Ayu; Nurhayati, Popong; Yuliati, Lilik Noor
ASEAN Marketing Journal Vol. 16, No. 1
Publisher : UI Scholars Hub

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Manuscript type: Research article Research Aims: To investigate the influence of social media marketing on purchase decisions through brand image and trust focusing on Larutan Penyegar Cap Badak. Design/methodology/approach: Data was collected from December 2023 to January 2024 using Google Forms in Indonesia. The respondents of this study are Instagram users aged over 17 years who have purchased Larutan Penyegar Cap Badak. This study used SEM-PLS analysis with a total of 205 respondents. Research Findings: The result shows that social media marketing has a positive and significant effect on brand image, brand trust, and purchase decisions. Brand image has a positive and significant impact on brand trust. Brand trust has a positive and significant effect on purchase decisions. Also, social media marketing has a positive and significant impact on purchase decisions through the mediating variable of brand trust. Meanwhile, brand image does not have a significant impact on purchase decisions. Social media marketing does not have a significant effect on purchase decisions through the mediating variable brand image. Theoretical Contribution/Originality: Provide insight regarding the value that drives purchase intention on Larutan Penyegar Cap Badak using social media marketing. Practitioner/Policy Implication: Provide insight to improve Larutan Penyegar Cap Badak’s social media marketing and contribute to consumer behavior understanding of health products. Research limitation/Implication: Only limited to the usage of one social media platform which is Instagram. Future studies could investigate other social media platforms to find preponderant findings.

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