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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 4 Documents
 1 
Search results for , issue "Vol. 2, No. 2" : 4 Documents clear
Micro and Small Entrepreneur Social Ads: The Influence of Risk Perception as Measured by Self-Monitoring and Social Expectation on Poverty Reduction Social Ads in Indonesia Afiff, Adi Zakaria
ASEAN Marketing Journal Vol. 2, No. 2
Publisher : UI Scholars Hub

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Abstract

Regardless of the growing usage of social ads in Indonesia, the effectiveness of these social ads has not really been assessed. One theme of the social ads that is related to the poverty problem in this country is the micro and small entrepreneur social ads, namely a number of related social ads issued by the government that persuades its audience to release themselves from poverty by becoming micro and small entrepreneurs that is supported by low cost loans from the government.As becoming a micro or small entrepreneur has both an individual and a social risk perception, a 2x2x2 experiment was conducted using self-monitoring to represent the individual risk perception, social expectation to represent the social risk perception and message framing; to see how these 3 factors affect the target audience attitude toward the message of becoming a micro and small entrepreneur. The result of the study shows that self-monitoring, the individual risk perception, has the strongest influence over the audience’s attitude, in which the higher the self-monitoring characteristic of the audience the more positive the attitude formed toward the message. Social expectation and message framing does not show any direct significant influence, however the interaction of the 2 factors show significant influence toward the attitude the message.
Determinants of Brand Equity of Services: A Verification Approach in the Banking Industry in Malaysia Yasin, Norjaya Mohd.; Aziz, Norzalita Abd.
ASEAN Marketing Journal Vol. 2, No. 2
Publisher : UI Scholars Hub

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Abstract

This study attempts to verify the determinants of brand equity of services based on consumers’ perception of a banking service. The conceptual framework of this study is based on customer-based brand equity called the Brand Resonance model which comprises of six building blocks namely brand salience, brand performance, brand imagery, brand judgment, brand feelings and brand resonance. Factor analyses were conducted on all items measuring the six constructs and the results produced only five factors i.e brand salience, brand performance, brand judgments, brand feelings and brand resonance as the determinants of brand equity of services. Reliability test on all these factors produced satisfactory reliability coefficients. Correlation analysis was also conducted on the study variables and the results indicate that there are strong, positive and significant relationships between brand performance and brand judgment, and between brand performance and brand feelings. Strong, positive and significant relationships are also found between brand performance and brand resonance, between brand judgment and brand resonance as well as between brand feelings and brand resonance.
Analysis Effect of Environment Attitude, Health Consciousness and Knowledge in Developing Product Perception and Intention to Buy (A Study on Organic Food Product) Widyasari, Widyasari; Haryanto, Jony Oktavian
ASEAN Marketing Journal Vol. 2, No. 2
Publisher : UI Scholars Hub

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Abstract

This research intends to study the factors that can affect the product perception and consumer intention in buying organic product.The study is necessary in that it explores at least some of the factors that can affect the product perception and consumer intention in buying organic product. The research results indicated that there was a positive influence of health consciousness towards environment attitude, consumer’s organic product knowledge towards organic product perception, environment attitude and consumer’s organic knowledge towards intention to buy organic product. But, there was a negative influence between environment attitude, health consciousness towards consumer’s organic product perception, and consumer’s organic product towards intention to buy organic product.
Offensive and Defensive Competitive Marketing Strategy: The Development of Construct & Measurements Heriyati, Pantri; Heruwasto, Ign; Wahyuni, Sari
ASEAN Marketing Journal Vol. 2, No. 2
Publisher : UI Scholars Hub

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Abstract

Malaysia is opening parts of its services to greater foreign participation due to globalisation. Local banks have since consolidated a decade ago and foreign banks expanding their businesses in local markets have intensified the competition. As a result, credit card adoption is getting more challenging to marketers. Hence effective marketing strategies are important. The theoretical model of the paper is based on the buyer behaviour model by Kotler and Armstrong (1999). The model identifies the major factors which influence consumer buyer behaviour and how buyer decision process affects the buyer behaviour. The paper aims to examine the effectiveness of marketing strategies in enhancing credit card adoption. A survey was conducted on 251 respondents using a survey instrument. The data collected was analyzed using a series of statistical techniques. The results of the analysis are discussed and the findings revealed that social status is an important factor associated with customers’ behaviour. This factor is also associated with sales promotions. Findings also revealed that credits cards that create social admiration are preferred

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