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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. 2" : 5 Documents clear
IDENTIFYING FACTORS OF CONSUMER’S PURCHASE INTENTION ON E-CARS Maulida, Dhita Nur; Amalia, Fatya Alty
ASEAN Marketing Journal Vol. 16, No. 2
Publisher : UI Scholars Hub

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Abstract

Manuscript type: Research Article Research Aims: To evaluate the factors that can shape attitudes to use and purchase intentions for e-cars, either directly or through mediating variables. Design/methodology/approach: Data were collected through a quantitative approach by administering a survey to 410 respondents, both those who already owned an e-cars and those who did not. Analyzed using the Partial Least Squares Structural Equation Modeling (PLS-SEM) method. Research Findings: The output shows that Performance Expectancy and Social Influence significantly influence Attitude Toward Using and Purchase Intention. Meanwhile, Facilitating Condition positively affects Attitude Toward Using, but requires the mediation of Attitude Toward Using to have a positively impact on Purchase Intention. In contrast, Effort Expectancy, Price Value, and Perceived Risk show insignificant influence on Attitude Toward Using and Purchase Intention. Theoretical Contribution/Originality: This study applies modifications to the UTAUT-2 model by adding Perceived of Risk to expand understanding of the personal aspects of consumers that can influence the formation of usage attitudes and increase purchase intentions for e-cars. Practitioner/Policy Implication: In addition to focusing on the performance of e-cars products, manufacturers must be effective in communicating product benefits to consumers to form positive attitudes. This can be done through careful marketing communication strategies and comprehensive branding efforts, including the utilization of social media to increase brand exposure and convey the benefits of e-cars clearly and effectively. Research limitation/Implications: Geography, the majority of respondents own conventional cars, and the focus of this research is only on e-cars.
Exploring the Dynamics of Umbrella Brand and House of Brand Strategies on Organizational Performance: A Comparative Analysis AJAYI, OLALEKAN EZEKIEL
ASEAN Marketing Journal Vol. 16, No. 2
Publisher : UI Scholars Hub

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Abstract

The study examined the impact of dimensions of Umbrella Brand and House of Brand Strategies (brand awareness, customer trust, Brand Message, and Brand decision) on Organizational Performance. A sample of 109 Marketing managers and representatives within the Coca-Cola Company in Ido, Lagos Mainland. Data analyse both descriptive and inferential statistics using the IBM-SPSS version 27. There was significant prediction of brand awareness on organizational performance F(1, 99) = 302.14, R2 = 0.46; pcustomer trust on organizational performance F(1, 99) = 102.24, R2 = 0.46; pbrand awareness on organizational performance F(1, 99) = 88.15, R2 = 0.38; pbrand decision on organizational performance F(1, 99) = 78.01, R2 = 0.27; pbrand decision on organizational performance F(1, 99) = 110.01, R2 = 0.48; p<.05).The study concluded that brand awareness, customer trust, Brand Message, and Brand decision predicted organizational performance. The study recommend that management should put up interventions that can help improve umbrella Brand and House of Brand and its dimension in a bid to have an effective organizational performance.
The Empowerment of Consumers with Disabilities: The Role of Self-Esteem, Accessibility, and Access to Information Simanjuntak, Megawati; Rahmi, Fauzia; Dewi, Santi Utami
ASEAN Marketing Journal Vol. 16, No. 2
Publisher : UI Scholars Hub

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Abstract

Consumer empowerment in Indonesia remains relatively low, particularly for individuals with disabilities. This study investigates the roles of accessibility, self-esteem, and information access in empowering disabled consumers. A total of 100 participants with physical disabilities, aged 17 and older, were surveyed regarding their online and offline purchasing experiences. Data were collected via an online questionnaire and analyzed using SEM PLS. Results indicate that self-esteem and information accessibility significantly influence the empowerment of consumers with disabilities, with the Disabled Consumer Empowerment Index categorized as "not empowered." Notably, the knowledge dimension received the lowest scores based on a traffic-light system. These findings suggest that consumer protection agencies should collaborate with the government to enhance the self-determination rights of disabled consumers in Indonesia. This study contributes to the literature by emphasizing the critical factors of self-esteem, accessibility, and information access in the empowerment of consumers with disabilities.
From Virtual to Reality: The Influence of Digital Engagement and Memorable Experiences on Tourist Revisit Intentions Wang, Tz-Li; Azizurrohman, Muhammad
ASEAN Marketing Journal Vol. 16, No. 2
Publisher : UI Scholars Hub

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Abstract

Research Aims: This study investigates the role of Digital Engagement in mediating the relationship between Marketing Mix, Destination Image, and Revisit Intentions in the tourism industry. It also examines how Technology Adoption and Memorable Tourism Experiences moderate this relationship, providing a deeper understanding of the factors that enhance tourist loyalty in a digitally driven travel environment. Design/Methodology/Approach: A quantitative research design using Partial Least Squares Structural Equation Modeling (PLS-SEM) was applied to analyze survey data collected from international tourists who visited Taiwan. The study assessed the direct, indirect, and moderating effects of key tourism variables using reliability and validity tests, structural modeling, and mediation-moderation analysis. Research Findings: The results confirm that Marketing Mix and Destination Image positively influence Digital Engagement, which in turn has a significant impact on Revisit Intentions. Digital Engagement fully or partially mediates the effects of Marketing Mix and Destination Image, reinforcing the importance of online interactions, user-generated content, and social media engagement in shaping travel behavior. Additionally, Technology Adoption strengthens the effect of Digital Engagement on Revisit Intentions, while Memorable Tourism Experiences enhance this relationship, indicating that emotionally rich and technology-supported tourism experiences drive repeat visits. Theoretical Contribution/Originality: This study extends the Stimulus-Organism-Response (S-O-R) framework by demonstrating how Digital Engagement serves as a key psychological mechanism linking external tourism stimuli to behavioral outcomes. It also introduces Technology Adoption and Memorable Tourism Experiences as moderators, offering a more nuanced understanding of how digital interactions and personal travel experiences influence long-term destination loyalty. Practitioner/Policy Implication: The findings suggest that destination marketers and tourism policymakers should invest in interactive digital strategies, smart tourism technologies, and immersive visitor experiences to encourage repeat visits. Enhancing social media campaigns, AI-driven tourism services, and user-generated content initiatives can significantly improve Digital Engagement and long-term destination loyalty. Additionally, designing culturally enriching and emotionally memorable travel experiences can further strengthen tourists' attachment to a destination. Research Limitations/Implications: This study is limited by its cross-sectional design, which restricts the ability to track changes in tourist behavior over time. Future research should adopt a longitudinal approach to examine how Digital Engagement and Revisit Intentions evolve post-travel. Additionally, while this study focuses on Taiwan's international tourism sector, future research could explore its applicability in different cultural and regional contexts to enhance generalizability.
UTAUT and In-App Purchase: Revealing Factors Driving Users to Switch to the Premium Version in Online Dating Apps Ginting, Diyanti Pratiwi; Gayatri, Gita
ASEAN Marketing Journal Vol. 16, No. 2
Publisher : UI Scholars Hub

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Abstract

This study aims to understand the factors influencing purchase intention in premium online dating applications. The main focus is on performance expectancy, effort expectancy, privacy risk, habit, enjoyment, social value, and quality. Data was collected through an online survey in March 2023 with respondents residing in Indonesia. The research method used is descriptive quantitative, based on the Unified Theory of Acceptance and Use of Technology (UTAUT). The variables in this study were measured using a 5-point Likert scale. The sample consisted of online dating app users who had never subscribed to the premium version and had been using the app for the past year. The results showed that performance expectancy, effort expectancy, and enjoyment significantly influence the continuance intention to use the basic version of the online dating app. Additionally, social value and app quality also showed a significant positive correlation with purchase intention for the premium version. Privacy risk was found to have a negative impact on both continuance intention and purchase intention. The discussion highlights the importance of understanding user preferences in online dating applications to develop effective marketing strategies. These findings are expected to help online dating app developers improve service quality and user experience, and provide insights for researchers and practitioners on the factors influencing purchase intention in the digital context.

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