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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. 9, No. 1" : 5 Documents clear
Purchasing Massive Prestige Brands: The Exploration of Consumers’ Value Perceptions Mayasari, Iin; Wiadi, Iyus
ASEAN Marketing Journal Vol. 9, No. 1
Publisher : UI Scholars Hub

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Abstract

The objective of the research was to analyze the internal aspects of individual consumer to perceive the massive prestige brands. The brand chosen was influenced by conspicuousness, uniqueness, functional value, extended-self, hedonism, exploration, value consciousness, vanity. The research used quantitative approach by conducting a survey college students, workers and housewives. A total of 300 questionnaires were distributed, but only 243 questionnaires were used for further analysis. The data were analyzed by multiple regressions. Conspicuousness consumption had an effect on purchasing of massive prestige brands positively and it was significant. Uniqueness had an effect on purchasing of massive prestige brands positively but it was not significant. Extended-self had an effect on purchasing of massive prestige brands positively and but it was not significant. Hedonism had an effect on purchasing of massive prestige brands positively and it was significant. Exploration had an effect on purchasing of massive prestige brands positively and it was significant. Consciousness value had an effect on purchasing of massive prestige brands negatively and it was significant. Vanity had an effect on purchasing of massive prestige brands positively and it was significant.
Customers’ Response to Service Failure: An Empirical Study on Indonesian Customers Ellyawati, Jeanne
ASEAN Marketing Journal Vol. 9, No. 1
Publisher : UI Scholars Hub

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Abstract

The purpose of this study is to identify customers’ response to service failure. The response is about why some customers are likely to complain and others are not. This study adopts the concept of customer complaint behavior (CCB) with three-dimensional model: private response, voice response, and third party response. It is also identified the relationships between CCB and customers demographic backgrounds such age, gender and education levels; and their complaining behaviors. Based on a survey of 173 randomly selected of Indonesian consumers who have experienced with service failure, complainers and non-complainers are identified. It is also identified the type of complaint are often perform in facing service failure. The research findings suggested that due to service failure, most customers are likely to engage in a set of multiple responses. Further findings suggested that most complainers who are experiences with service failure are likely to exit.
Measuring Brand Loyalty of Coffee Shop Visitors in Jakarta Suhud, Usep; Puter, Cattleya Dewi; Wibowo, Setyo Ferry
ASEAN Marketing Journal Vol. 9, No. 1
Publisher : UI Scholars Hub

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Abstract

This study is intended to investigate the impact of brand trust, brand affect, self-image congruity, and functional congruity toward brand loyalty of coffee shop visitors. Participants were approached conveniently in several modern coffee shops in August-September 2014 in southern Jakarta. In total, there are four hypotheses to be tested using 200 usable valid questionnaires. As a result, three hypotheses were accepted – the links between brand trust and brand loyalty, self-image congruity and functional congruity, and functional congruity and brand loyalty. This study suggests an alternative model in order to have all hypotheses significant and positive. Brand affect and self-image congruity should not be directly linked to brand loyalty concurrently. Coffee shop managements should consider brand trust and functional congruity as two important factors in maintaining brand loyalty.
Consumer Preference for Genetically Modified Halal Yogurt Drinks Hassan, Siti Hasnah; Iqbal, Qaisar
ASEAN Marketing Journal Vol. 9, No. 1
Publisher : UI Scholars Hub

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Abstract

This study strives to understand the importance placed by consumers on the features of a product when purchasing yogurt drinks. In addition, their attitude towards genetically modified foods, generally, and their purchase intention towards genetically modified yogurt drinks, in particular, was also determined. Convenience sampling was employed; 120 usable responses were received from the self-administered survey. The research findings showed that nutrition was deemed as being the most important product feature that influenced the decision in purchasing yogurt drinks. This was followed by freshness, price, flavor, variety, and origin. Furthermore, it was found that respondents presented a neutral attitude and purchase intention towards genetically modified yogurt drinks. The recommendations to market practitioners, research limitations, as well as suggestions for future studies are also discussed.
Contextual Marketing Based on Customer Buying Pattern in Grocery E-Commerce: The Case of Bigbasket.com (India) Vanessa, Nesya; Japutra, Arnold
ASEAN Marketing Journal Vol. 9, No. 1
Publisher : UI Scholars Hub

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Abstract

The objectives of this research are to identify customer purchase behavior, obtain the number of customer clusters, and form customer profile in order to find situation-based customer purchase be- havior pattern. From the given data, the RFM method and K-Means clustering are used to identify the customer purchase behavior and profiles. The result of this research showed that the customer clusters are formed differently in every product category based on the RFM value and K-Means clustering. There are also differences in peak hour for each customer cluster. The best time to deliver notifica- tions and personal messages is near the peak hour. Indeed, this matter is useful to create contextual marketing and targeted advertising that is designed based on customer cluster and purchase behavior.

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