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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
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Search results for , issue "Vol. 4, No. 1" : 5 Documents clear
Corporate Social Responsibility and Poor’s Child Well Being in Developing Customer’s Loyalty PDF Mukhtar, Syahrial; Daryanti, Sri; Khairani, Khairani
ASEAN Marketing Journal Vol. 4, No. 1
Publisher : UI Scholars Hub

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Abstract

This research was conducted to analyze the contribution of Corporate Social Responsibility (CSR) perceived motives in enhancing poor children's well being and consumer loyalty. CSR strategy studied were CSR strategies implemented by two companies, Garuda Indonesia and Pertamina, which are State Owned Companies (fully or partially owned by government of Indonesia). Garuda Indonesia is a service company engaged in airline industry, and Pertamina is a non service company engaged in oil and gas industry.Using factor analysis and multiple regression, the result indicates some differences between firms CSR activities in in developing children well being and customer loyalty. This result has implication for the firm that different type of CSR activities and different industry will reflect different motives, further have different impact in children’s well being.
Consumer Innovativeness Model of Indonesian Young People in Adopting Electronic Products Nasution, Reza Ashari; Astuti, Novika Candra
ASEAN Marketing Journal Vol. 4, No. 1
Publisher : UI Scholars Hub

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Abstract

It is important for marketers to understand how innovators respond to the introduction of new products. This paper investigates consumer innovativeness (CI) from meta-analysis study as suggested by Nasution and Garnida [2011] and examines the simultaneous impacts of CI on new product adoption. Nasution and Garnida [2010] proposed three different perspectives in conceptualizing the CI model. First, the generalist stream that represents a generalized personality trait that engenders consumers to adopt new product. Second, the particularist stream that focuses on product adoption behavior within a specific domain of interest. Third, the integrator perspective that proposes to integrate these two streams by putting domain-specific innovativeness as a mediating factor in relationship between general innovativeness trait and new product adoption.A structural equation model is used to test hypotheses using empirical data from 607 respondents in electronic products adoption. The result shows that the integrator perspective provides the best model in representing the empirical data. The finding of the integrator perspective reveals that domain specific CI mediates the relationship between general innovativeness trait and new product adoption. Specifically, subjective knowledge and hedonic idea shopping enhances the actuality of new products.The findings provide an explanation to the less than consistent relationship between consumer innovativeness and new product adoption. However, a single research context of electronic products and student sample may become one of the limitations and future studies needed to replicate the perspective of CI in different research contexts for greater generalizability and the use of non-student sample. The findings have implications for the innovation adoption theory, for managers involved in the introduction of new products, and for future research on innovation adoption.
Effects of Perceived Trust and Perceived Price on Customers’ Intention to Buy in Online Store in Indonesia Setiawan, Ricky; Achyar, Adrian
ASEAN Marketing Journal Vol. 4, No. 1
Publisher : UI Scholars Hub

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Abstract

Price and trust are important factors that influence customer purchasing decision in online shopping. However, the synergy of these two factors in customer intention to buy still needs to get higher attention. This paper examines the relative influence of perceived trust and perceived price on customers intention to buy, both for customers who have bought item from the store (repeat customers) and who have not (potential customers), and examines whether a difference exists on the strength of influence of price and trust to purchase intention in those groups. Data are analyzed with the multiple group analysis structural equation modeling, comparing the repeat customers and potential customers. The results of this paper reveal that there is no significant difference of effect between perceived trust and perceived price on intention to buy between potential and repeat customers and that perceived trust exerts a stronger effect than perceived price on purchase intentions for both potential and repeat customers of an online vendor. This paper also reveals that while perceived trust exerts a positive influence, perceived price exerts a negative influence on both perceived value and intention to buy.
The Study of Relationship among Experiential Marketing, Service Quality, Customer Satisfaction, and Customer Loyalty Zena, Puti Ara; Hadisumarto, Aswin Dewanto
ASEAN Marketing Journal Vol. 4, No. 1
Publisher : UI Scholars Hub

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Abstract

Experiential marketing is one of the marketing approaches that gives a great framework to combine experience and entertainment elements into a product or service. Some of businesses in Indonesia have already used this approach and one of them is Strawberry Cafe which provides many kinds of free board games for the customer. The purpose of this research is to understand the impact of experiential marketing used by Strawberry Cafe related to customer satisfaction and loyalty. The data were collected from 142 respondents but after screening, only 80 that met the requirements and could be analyzed. Structural Equation Modeling (SEM) using LISREL software was used to analyze the data. This research found that itexperiential marketing used by Strawberry Cafe can affect customer loyalty.
Antecedents and Consequences of Female Consumer Expectations and Evaluations toward CSR Activities Prima, Bery
ASEAN Marketing Journal Vol. 4, No. 1
Publisher : UI Scholars Hub

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Abstract

Many firms see Corporate Social Responsibility (CSR) as necessary investments in the community where the firms operate in order to ensure and safeguard sustainable operation for the future. This paper investigates the causal relationship between the antecedents and consequences of consumer expectations and evaluation to CSR activities. The original contribution of this study is that it focuses on the perceptions of female consumers on CSR activities of a multinational company.The research employed 175 women in the Greater Jakarta region as respondents, which consists of 92 housewives and 83 career women. Respondents are existing customer of a multinational consumer goods firm operating in Indonesia. Analysis was performed using the Structural Equation Modeling. Final model showed that customer’s evaluation on the firms’ financial and ethical statements positively influences expectations and evaluations, while Consumer evaluation of a firms’ CSR has indirect effect on Consumer’s Trust, Loyalty and Perceived Risk.

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