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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. 7, No. 1" : 4 Documents clear
The Relationship between Brand Equity, Customer Satisfaction, and Brand Loyalty on Coffee Shop: Study of Excelso and Starbucks Susanty, Aries; Kenny, Eirene
ASEAN Marketing Journal Vol. 7, No. 1
Publisher : UI Scholars Hub

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Abstract

This study investigates the effect of the Brand Equity on the Customer Satisfaction and the Brand Loyalty of Starbucks and Excelso coffee shops’ customers. Starbucks is the strongest competitor of Excelso. Data used in this study was primary data which were collected through closed questionnaires with 1-5 Likert scale. A sample of this study was 270 respondents, 135 respondents for each brand. The study used Structural Equation Modelling (SEM) operated by LISREL program to analyze the hypothesis. The results of this study showed that The Physical Quality, the Ideal Self-Congruence, and the Lifestyle Congruence have a positive and significant impact on the Customer Satisfaction on Excelso and Starbucks. Staff behaviour only have a positive and significant impact on the Customer Satisfaction in the Excelso, whereas, brand identification only have a positive and significant impact on the Customer Satisfaction in the Starbucks. However, in both of coffee shop brand, the Consumer Satisfaction have a positive and significant impact on the Brand Loyalty.
Marketing Collaboration and SME Strategy Implementation in Blora, Indonesia Widjajanti, Kesi
ASEAN Marketing Journal Vol. 7, No. 1
Publisher : UI Scholars Hub

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Abstract

The collaboration between small and medium enterprises (SMEs) and large enterprises (LEs) have been widely researched. Previous research on collaborative marketing strategy has been developed, but the contribution of these strategies for SMEs is still unclear. This research focuses on “marketing collaboration”to clarify the role of collaboration, based on the discussion of the findings that emerged from the qualitative study of SMEs. This is related to the characteristics of creative industries which mostly consist of SMEs with limited knowledge and skills to enter in the field of marketing. To expand the business SMEs is very difficult if done alone. To accelerate the development of its business, SMEs need to collaborate with an LEs which has a marketing network. Marketing collaboration between SMEs and LEs to be one effective way to develop business, as both sides can increase profitability. While LEs can improve technological innovation other hand, SMEs receive various benefits such as access to technology and access to new markets.
The Timing Effects of Reward, Business Longevity, and Involvement on Consumers’ Responses to a Reward Program Sukoco, Badri Munir; Lai, Meng-Kuan; Weng, Wan-Jou
ASEAN Marketing Journal Vol. 7, No. 1
Publisher : UI Scholars Hub

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Abstract

The Timing Effects of Reward, Business Longevity, and Involvement on Consumers’ Responses to a Reward Program
E-travel Adoption by Small Travel Enterprises (STEs): An Initial Study in Indonesia and Malaysia Pujani, Vera; Yahya, Yazrina; Alfitman, Alfitman; Nazir, Refdinal
ASEAN Marketing Journal Vol. 7, No. 1
Publisher : UI Scholars Hub

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Abstract

This paper aims to investigate e-travel adoption of tourism industries in Indonesia and Malaysia particularly by STEs. The qualitative research was undertaken using case analysis from in-depth interviews of 10-STEs as intial study both in Indonesia and Malaysia. The finding result of e-travel adoption by STEs in a cross-cultural study was identified from the findings present in the initial study based on personal, organizational and website characteristics. The majority of personal characteristics were relatively similar in both countries. However, few differences are present in organizational and website characteristics. E-travel adoption in both countries is influenced by the business experiences of owners/managers, various technological aspects, and the nature of use and benefits. The following study, the user-based survey would be undertaken to complete The e-travel adoption model in Indonesia and Malaysia.

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