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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 176 Documents
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Social Shopping Relationship Management on Social E-Commerce in Indonesia (Case Study: Online Food Consumers) Nugraha, Marza Riyandika; Sumarwan, Ujang; Yulianti, Lilik Noor
ASEAN Marketing Journal
Publisher : UI Scholars Hub

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Abstract

Abstract: The phenomenon of online shopping and business start-ups are rising in Indonesia, and one of the results of this movement is a new form of e-commerce—social shopping—which combines two online activities: social networking and online shopping. Manuscript type: Case Studies Research Aims: The purpose of this paper is to improve academic understanding on social shopping websites and to research the impact of relationship quality and the ensuing effect on individuals’ online loyalty to social shopping websites. Design/methodology/approach: This paper examines factors that may affect consumer behaviour in social shopping websites. This study proposes a conceptual framework which uses Google forms to gather information from members who have made at least one previous online food purchase. Data was collected from Kaskus.com, a social shopping website in Indonesia. The authors analyzed the model using the structural equation modelling approach. Research Findings: The results show that members’ perceived social network, message source credibility, website stimuli, and argument quality are important factors that affect consumer e-loyalty. In addition, both consumer website value and relationship quality strengthened this loyalty. Theoretical Contribution/Originality: This study provides a comprehensive framework to better understand the influences on the development of relationship quality and the impact on member loyalty by addressing the role of information and content creation in the social shopping environment, especially on online food consumer behaviour. Practitioner/Policy Implication: Websites should provide trusted information, attention to stimulus, facilitate user interactions, and strengthen the value of the community to increase the user’s shopping experience. Research limitation/Implications: In this research, we were limited to one product category: food, and there are other factors that should be research such as cultural factors, lifestyle, level of technology adoption, and tradition to better understand the intentions of customer loyalty.
Implementing Data Clustering to Identify Capital Allocation for Small and Medium Sized Enterprises (SMEs) Hidayah, Amelia
ASEAN Marketing Journal
Publisher : UI Scholars Hub

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Abstract: N/A. Manuscript type: Original Research. Research Aims: Analyzing the investigated factors includes the firm size and the industry sector that influence capital allocation for MSMEs using the K-means clustering technique. Design/methodology/approach: The initial step for the research is the data preparation. It is covering 20 sectors and consists of 6,666 pieces of data. The modified data are analysed using the K-means clustering technique. Research Findings: MSMEs are divided into three clusters, with each cluster exhibiting different characteristics in terms of assets, sales, and industry sectors. However, the number of employees was not found to be significant in the analysis. Theoretical Contribution/Originality: The size of MSMEs is defined as the total assets, sales, or number of employees. It should be considered by financial institutions when assessing the viability of awarding a loan to that MSMEs. Moreover industry characteristics affect finance institutions to grant a loan to firm. Practitioner/Policy Implication: Financial decision makers, banks, financial institutions, and government advisors alike can determine capital allocation for MSMEs based on the clustering profile created in this study. Research limitation/Implications: This study constructs MSMEs grouping model that relies on investigated factors, including the firm size and the industry sector in order to determine the capital allocation to MSMEs. The future research regarding the capital allocation schemes for the MSMEs clustering profile are possible to do by adding new data, such as ownership type, owner-manager characteristics, and macroeconomic factors.
The Anomaly OF Airline Passenger Behavioral Intention: A Comparison Between Low-Cost and Full-Service Airlines Maulisa, Auryn Rachma; Hijrah Hati, Sri Rahayu
ASEAN Marketing Journal
Publisher : UI Scholars Hub

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Manuscript type: Research paper Research Aims: This study investigates the effect of service quality, perceived value for money, and customer satisfaction based on behavioral intentions to re-use, be loyal, and to recommend the airlines to others, in low-cost and full-service airlines. Design/methodology/approach: The online survey was conducted to 161 low-cost and 156 full-service airline passengers Research Findings: The study indicates that the most robust variable that influences the airline passengers’ behavioral intention is customer satisfaction. The study also indicates that customer satisfaction has a positive impact on passengers’ behavior intention in both the low cost and full-service customer groups. The study shows an anomaly in regard to the effect of value for money and service quality on behavioral intention. Although it is expected that perceived value for money will positively and significantly influence behavioral intention of low-cost airline customers, the study found that the impact of the variable is not significant in this customer group. In contrast, it is predicted that service quality will have a more positive impact on full- service airline passenger, but the study found no direct effect of the variable on the customer behavioral intention. Theoretical Contribution/Originality: The study will shed light on the relative importance of value for monet and service quality in the market where the low-cost carrier become the key players. Practitioner/Policy Implication: The results indicate that the characteristics and the antecedents of the behavioral intention of the airline passenger might have changed. Therefore, the airline company should make some adaptation on their marketing strategy especially in regard to the pricing and service quality. Research limitation/Implications: This study only distinguishes between low-cost and full- service airlines in general, without really considering the brand specifics of each airline. Thus, an inaccurate picture of a specific brand may be presented, since the performance of each brand is so different. The future researcher can investigate the robustness of the model and relationships among variables among different airlines brand.
Factors Affect to Relationship Marketing for Creating Customer Loyalty in Hospital Services Business Afifi, Iqbal; Amini, Ahdia
ASEAN Marketing Journal
Publisher : UI Scholars Hub

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Manuscript type: Research paper. Research Aims: The purpose of this paper is to understand and answer problems from the variables of service quality (interaction quality, physical environment quality, & outcome quality), customer trust, customer value, and customer loyalty to hospital consumer that has applied JCI standard accreditations through green hospital concept. Design/methodology/approach: The study uses a descriptive research design, with 209 valid respondents. SPSS is used to pretest the variables that well construct variables, and SEM to analyze significant construct variables and influence the construct variables. Research Findings: There study findings are: 1) interaction quality, physical environment quality, and outcome quality positively influences customer trust; 2) customer trust positively influences customer value; 3) customer value positively influences customer loyalty; 4) customer trust negatively influences customer loyalty; and 5) the mediating effect of customer value positively influences customer trust and customer loyalty in high to a great extent, so it can have a full mediating effect. Originality/value: The study is one of the few empirical investigations into service quality based on customer trust, customer value, and customer loyalty in the healthcare industry that implements the green hospital concept, builds long-term relationships between customers and medical staff, and the healthcare is doing the examining the mediating effects of customer value on customer trust and customer loyalty. Practitioner/Policy Implications: This study can explain customer trust, customer value, customer loyalty based on hospital services quality through relationship marketing. Hospital has been applied JCI standard accreditation through green hospital build long-term relationship for their customer and good businesses for its hospital. Research limitation/Implications: The research results indicate that service quality is the basic step in increasing customer trust, customer value and customer loyalty in hospital management. The findings of the study will help hospital management to 1) build relationships between medical staff and their customers, and create customer loyalty in long-term relationships, 2) to develop and implement the green hospital concept based on Joint Commission International standards within a green marketing framework.
Antecedents of Green Awareness for Eco-Friendly Products Alamsyah, Doni Purnama; Muhammed, Hayder Alhadey Ahmed
ASEAN Marketing Journal
Publisher : UI Scholars Hub

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Manuscript type: Empirical Research Research Aims: This study examined factors that support the cultivation of green awareness among customers for the improved consumption of eco-friendly products Design/methodology/approach: The examination was conducted through an analysis of customer behaviors as they relate to green advertising, green brand attributes, perceived value of green initiatives, and green brand image. To this end, a survey was administered to 500 customers of Supermarket Retail, which is an establishment in West Java Province that offers eco-friendly products Research Findings: The findings indicated that the variable that most strongly supports the development of green awareness is green advertising, followed by the perceived value of green initiatives, green brand image, and green brand attributes. Theoretical Contribution/Originality: The research provides practical contributions by formulating recommendations for industries that offer eco-friendly goods and encouraging the pursuit of healthy lifestyles, particularly in Indonesia, through the consumption of eco-friendly products. Practitioner/Policy Implication: This finding obviously becomes separating suggestion for an industry that moves on the eco-friendly product, with puts green advertising for the product through their some criterion. Research limitation/Implications: There are still several customer behaviors that are based on marketing strategy conducted by the company like green brand preference. Furthermore, this study does not discuss the research model that relates to customer’s demography
Moderating Role of Credibility and Ad Liking Between Online Advertisement and Consumer Buying Behavior of University Students of Pakistan Khalid, Rizwan; Tehreemyasmeen, Tehreemyasmeen
ASEAN Marketing Journal
Publisher : UI Scholars Hub

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Research aim: The motivation behind the study is to see the effect of online ad on shopper conduct just from the university understudy point of view. Methodology: There are five autonomous factors in the study and one is the reliant variable. The study information is gathered from 300 respondents and put into the SPSS to make the determination through Multiple Regression. Theoretical contribution: The study is beneficial for the theory developers and the readers who are interested in designing the advertisement for youth because university students mostly consist of youth who have different thought of opinion because they are open to vast environment which is impacting on their thoughts. Research implication: The study demonstrates that 56.4 for each penny variety in ward variable is because of autonomy and reasoned that online promotion significantly affects shopper purchasing conduct and it is a huge section.
A meta-analysis of customer loyalty in the banking Services Valipour, Ali; Noraei, Mahmoud; Kavosh, Kamyar
ASEAN Marketing Journal
Publisher : UI Scholars Hub

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Abstract: This paper presents a systematic framework via a meta-analytical approach to distinguish various dimensions of customer loyalty in the banking industry. Manuscript type: Documentary Research. Research Aims: Presenting a systematic framework of customer loyalty in the banking industry. Design/methodology/approach: The authors conducted searches in various databases and analysed 146 observations in 27 articles. For the quantitative data analysis, the authors used the count of variable repetitions to measure the size and scope of the studied variables. Research Findings: The findings of this meta-analysis demonstrated four dimensions of customer loyalty in the banking sector: behavioral loyalty, attitudinal loyalty, cognitive loyalty and affective loyalty. These four dimensions were derived from 25 variables. Theoretical Contribution/Originality: This research has clarified the dimensions of customer loyalty in the banking sector and presented important results through a meta-analytical review. This meta-analysis contributes to the marketing literature using a set of empirical generalizations, including relationship coefficients and calculated fail-safe numbers. Practitioner/Policy Implication: The results show that according to the four main dimensions of loyalty, managers should care about customer loyalty because it results from the consumer’s banking outcomes. Research limitation/Implications: This meta-analysis reviewed universal relations between literature throughout expanding and improving on current knowledge. It identified ways that research on customer loyalty in the banking sector is lacking and presents suggestions for the elaboration of new studies to allow future researchers to better define their agendas.
GREEN PURCHASE DETERMINANTS BASED ON INTERPRETIVE STRUCTURAL MODELING: CASE OF IRAN’S GREEN MARKETING Nayeri, Mahmoud Dehghan; Moradi, Mohammad
ASEAN Marketing Journal
Publisher : UI Scholars Hub

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Manuscript type: Research paperResearch Aims: This paper aims to clarify the relationship between the green purchase behavior’s affecting factors as well as organizing them depending upon their driving and dependence power which ultimately leads to an ISM-based structural model.Design/methodology/approach: Thorough literature review and subsequent discussions with experts, antecedent factors of green purchase behavior are extracted, which are followed by ISM structural modeling.Research Findings: Interpretive structural modeling, justified a five-layer structure in which the role of government, social influence, and reference power are the cornerstones of green purchase behavior in Iran’s green market.Theoretical Contribution/Originality: As the general rule of all affecting factors in stimulating green purchase behavior of customers, this is a rare study which investigates and provides insights to clarify the exact role of the factors in the field, including driving, linkage, autonomous and dependent variables.Practitioner/Policy Implication: Scrutinizing the motivators of green purchasing behavior and their interrelationships would help professionals as well as scholars to understand its determinants, which will lead to more insightful decisions. Further, this understanding may be useful in shaping green marketing policies and strategies for Iranian and the other green product firms al around the world.Research limitation/Implications: the limitation of this study was twofold: first, as purchasing green products is not isolated from cultural context, this study has been conducted in a green purchase cultural context which is in developing phase; Second, reaching to academia experts was another limitation of the study as there has been a lack of in-depth study in this field by Iranian academics.
CONCEPTUAL MODEL OF STUDENTS ABROAD’S BEHAVIOUR: AGENT-BASED MODELING APPROACH Inayati, Tutik; Putro, Utomo Sarjono; Novani, Santi; Nurdayat, Ilham Fadhil
ASEAN Marketing Journal
Publisher : UI Scholars Hub

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Manuscript type: Original Papers Research Aims: To explore the behavioral process of international students on how they can change their decision to remain or return home based on their interactions with other agents during their studies. Design/methodology/approach: This paper uses an agent-based methodology approach to simulate the behavior of students based on their interactions while studying abroad. A combination of four parameters with three different scenarios and 40 repetitions in every scenario are conducted to verify the model; 81 simulations are determined to simulate this model. Research Findings: The number of natives interacting with students is proven as one single important parameter that influences the number of remaining students and their probability density. Theoretical Contribution/Originality: Utilisation of agent-based simulation to predict behavior of students Practitioner/Policy Implication: Supporting good quality of life condition for students environmentally and socially Research limitation/Implications: Interaction with fellow students, natives, recruiters abroad and in home country are the only interactions considered in this model. More elaborate and complicated model is needed.
THE COMPARISON OF CREDIT ACCESSIBILITY CHANNEL ON SATISFACTION AND LOYALTY: CASE STUDY OF CREDIT CONSUMER “GENERATION X AND Y” IN THAILAND Srisornkompon, Palida
ASEAN Marketing Journal
Publisher : UI Scholars Hub

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Manuscript type: Research articleResearch aims: The study aimed to compare the effects of credit accessibility channels on satisfaction and loyalty between credit users in generations X and Y. Design/methodology/approach: The sample groups were as follows: 1)138 credit users in generation X (n = 138) and, 2) 262 credit users in generation Y (n =262). The data were analyzed using the AMOS program via the structure equation modeling (SEM) technique. Research findings: The online channel showed the positive influence of satisfaction in both the generation X and Y groups. The results also indicated that generation Y credit users exhibited higher satisfaction after using online channels than generation X credit users did.Theoretical contribution/originality: The study classified target groups into generation X and Y to identify satisfaction and loyalty in the banking industry. The findings can be used for determining and managing the channel strategy to align with their target group’s generation. Practitioner/policy implications: The usage of an online channel could not generate loyalty. Therefore, the bank should focus on establishing the reliability and credibility of the online channel, which will ultimately result in satisfaction and loyalty to the bank.Research limitation/implications: The researcher focused on credit channels affecting consumers’ satisfaction and loyalty. Future research should concentrate on other marketing factors, such as credit conditions and service availability.

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