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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. 17, No. 2" : 7 Documents clear
The Influence of Social Media Interactions on Consumer Behavior in Influencer vs. User-Generated Destination Content: The Role of Source and Content Factors Listiawardany, Elmira; Astuti, Rifelly Dewi
ASEAN Marketing Journal Vol. 17, No. 2
Publisher : UI Scholars Hub

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Abstract

Based on Service Dominant Logic, Value Co-Creation, and the Information Adoption Model, this research model examines the influence of Social Media Interactions on destination content on Visit Intention and Behavioral Engagement, involving Source Credibility, Homophily, and Content Quality as mediators in this relationship. To provide more specific implications, this study also compares how the model applies to two different types of content, namely influencer content and user-generated content (UGC). This research uses a survei questionnaire method and obtained 313 samples that meet this research criteria, which are those who located in Indonesia, age 17 to 43, using social media, and exposed to destination content in the last 1 month. Based on analysis using SmartPLS software, this study found that Social Media Interactions on destination content positively influence consumers' interest in visiting the destination (Visit Intention) and trigger their engagement behavior with the content (Behavioral Engagement). Homophily with the content source and the quality of the destination content (Content Quality) were also proven to play intermediary roles in this relationship. Additionally, the findings of this study revealed differences between influencer content and UGC. In influencer content, Behavioral Engagement is influenced by Homophily and Content Quality. On the other hand, in UGC, Behavioral Engagement is influenced by Social Media Interactions. The results of this research are expected to provide theoretical contributions and managerial implications in the field of digital marketing, particularly regarding the use of social media and its influence on consumer behavior.
From Fashion to Electronics: Analyzing Shopee Indonesia Email Marketing Content Across Different Product Categories Rahayu, Tri Anita; Rahyadi, Irmawan; La Mani, La Mani
ASEAN Marketing Journal Vol. 17, No. 2
Publisher : UI Scholars Hub

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This study explores the email marketing content employed by Shopee Indonesia across various product categories, including fashion, health & beauty, electronics, digital products, and home & living. By analyzing the variations in themes, messaging, and promotional tactics, the research aims to understand how Shopee Indonesia customizes its email content to optimize engagement and conversion rates across these diverse categories. The findings reveal that Shopee Indonesia employs distinct content strategies tailored to the specific characteristics and consumer preferences associated with each category, highlighting the platform's strategic approach to targeted marketing.
The Impact of Social Media Activities on ‘Labubu the Monsters' Brand Awareness and Brand Image Sadihin, Grace Javiera; Angelika, Patricia Evelyn; Wardana Putra, I Ketut Rangga; Aryaputra, Fari Agil; Otniel, Theodorus
ASEAN Marketing Journal Vol. 17, No. 2
Publisher : UI Scholars Hub

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This study aims to investigate the impact of social media activities on brand image and brand awareness. A quantitative study was conducted using a validated questionnaire distributed to a sample of 348 respondents of Gen Z, Gen Y, and Gen X who use social media and are familiar with Labubu The Monsters. Multiple regression analysis was performed using SPSS version 27 to test the hypotheses. The results revealed a significant impact of social media activities on brand awareness and brand image. It was found that entertainment, trendiness, and influencers affect brand awareness, while entertainment, EWOM, trendiness, and influencers affect brand image. This study is one of the few to examine the impact of social media activities on brand awareness and brand image for Labubu The Monsters toys in Indonesia. The study provides several theoretical and practical implications that can benefit Labubu The Monsters’ managers in their marketing efforts through various social media activities.
Perceived Value and Customer Satisfaction in the Nigerian Airlines Businesses Adebayo, Adeyemi Abdulwasiu; Salau, Abdulazeez Alhaji; Salau, Abdulazeez Alhaji
ASEAN Marketing Journal Vol. 17, No. 2
Publisher : UI Scholars Hub

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Abstract

Due to the nature of consumers as being price conscious and their attitude in evaluating if the services rendered by service providers can meet their needs and aspirations, airline service providers need to understand the perceived value of their esteemed customers to ensure that the services rendered are satisfying and can ultimately lead to loyalty. This study investigated the influence of customer perceived value proxy with customer experience and service quality in building satisfaction in the Nigerian Airline business. The study employed a quantitative research design through a survey to collect primary data from domestic customers of the chosen airlines. The sample size of 246 was determined using Godden’s (2024) model, considering the nature of the population, and multistage sampling techniques were also used. 150 copies of questionnaires were finally gathered for data analysis as Standard multiple regression was employed to analyze the data. The findings indicated that customer experience showed a significant relationship with customer satisfaction and loyalty (β = .253, t = 3.502, p < .001), and service quality also exhibited a positive and significant association with customer satisfaction and loyalty (β .192, t = 2.529, p = .012). The study concluded that customer value can appreciably influence a company’s brand reputation as high customer value often enhances customer satisfaction and loyalty, which can develop in positive word-of-mouth and customer advocacy. The study recommended that airline service providers try to work on how positive customer experience can generate customer satisfaction and inevitably influence customer loyalty by using technology, customer journey mapping, and personalizing the customer offering to create breakthroughs in customer experience.
The Effect of Interpersonal Interaction Factors on Buyers Purchase Intention in TikTok Livestreaming of Local Fashion Product Talitha, Moza Abel; Irianty, Ira
ASEAN Marketing Journal Vol. 17, No. 2
Publisher : UI Scholars Hub

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Abstract

This study aims to determine the interpersonal interaction factors that influence purchase intentions of local Indonesian fashion products on TikTok live stream shopping, based on the SOR theory. The sample of this research is the audience of TikTok live stream shopping of local Indonesian fashion products, living in Jabodetabek, and aged between 18 to 34 years. There were 295 respondents and data were analyzed using PLS-SEM software. According to this study, Perceived similarity is positively related to Swift guanxi. In addition, Perceived similarity and Perceived responsiveness are positively related to Initial Trust. Swift guanxi and Initial Trust are positively related to Purchase Intention. In addition, swift guanxi has a mediating role for Perceived similarity in Purchase Intention. Finally, Initial Trust positively mediates the effects of Perceived responsiveness and Perceived similarity on Purchase Intention.
Donation Collection Method: Nudging to Minimize Cost Aversion Balqiah, T. Ezni; Kusumawardhani, Dianti E
ASEAN Marketing Journal Vol. 17, No. 2
Publisher : UI Scholars Hub

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Abstract

Manuscript type: Research Article Research Aims: to analyze the effect of donation collection method (allocation vs addition) and the level of materialism on attitude, total donation amount, program donation amount, and cost donation amount. Design/methodology/approach: This study used a between-subjects design with randomization. Data was collected through questionnaires administered to participants 18 years old and above, who are Indonesian citizens, resulting in 208 participants (102 participants in the Addition condition and 106 participants in the Allocation condition), and analyzed by ANCOVA. Research Findings: the result demonstrated only four hypotheses are supported that the significant role of the ADDITION donation collection method in shaping attitudes and increasing donation amount, in the form of intentions, and promoting higher donation behavior compared to ALLOCATION. Furthermore, materialism could enhance the donation amount only in ALLOCATION collection method. Theoretical Contribution/Originality: Using the Choice Architecture Theory, Framing Theory, and Nudging this study develop framework to strengthen the explanation of the effect of donation collection method on donation amount, and minimize cost donation aversion. Refer to Prospect Theory, framing of donation collection method shows how framing changes risk preferences. Practitioner/Policy Implication: If the foundation wants to collect donations for social activities that incur costs, the foundation can use a message design using the ADDITION method. This can increase positive responses in the form of a larger donation amount. Research limitation/Implications: This study employed a quasi-experimental online intervention that limited control over external variables, used a manual online randomization process, focused on post-intervention, did not conduct a baseline study, and was cross-sectional. Future studies should consider conducting a baseline study, longitudinal studies, and using a survey platform for randomization.
Urban Transportation and Marketing Efficiency among Tomato Marketers in OYO State, Nigeria Idiaye, Chuks O; Oluwatayo, Isaac Busayo; Tijani, Nafisat O
ASEAN Marketing Journal Vol. 17, No. 2
Publisher : UI Scholars Hub

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Abstract

The study examined the effect of urban transportation on tomato marketing efficiency using major markets in Ibadan metropolis in south-west Nigeria as case study. The data used were collected from a total of 170 tomato marketers using a structured questionnaire. The locations of the markets included Ibarapa Central, Ibarapa East, Ibarapa North, Ido, Lagelu, and Akinyele. Descriptive statistics, Shepherd’s measure of efficiency and Multinomial regression were used to analyze the data collected. Findings from the study revealed that transportation plays a crucial role in the marketing of tomato in Oyo state, Nigeria and that mini-cabs are the most preferred means of transportation amongst the tomato marketers. Also, it was found that, on average, the sampled tomato marketers were 38% market efficient, implying that the majority of the tomato marketers were operating at a relatively low level of efficiency. The study recommended that government agencies invest in improved urban transportation systems to moderate costs and other constraints that might be experienced in the course of tomato marketing activities.

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