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Management Research Center Department of Management Faculty of Economics and Business Universitas Indonesia Gedung Departemen Manajemen Jl. Prof. Dr. Sumitro Djojohadikusumo Kampus UI Depok 16424 Indonesia
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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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EFFECT OF MARKETING MIX AND NATIONAL CULTURE ON CONSUMER BUYING INTENTION FOR MUSIC PRODUCTS: A CASE STUDY OF INDONESIAN AND INDIAN CONSUMERS Oswari, Teddy; Kusumawati, Reni Diah; Yusnitasari, Tristyanti; Shukla, Vijay Kumar
ASEAN Marketing Journal
Publisher : UI Scholars Hub

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Manuscript type: Research articles.Research Aims: To determine the effect of marketing mix and culture on consumer buying intention on music product.Design/methodology/approach: The research conducted a different test to determine there are whether or not differences in consumer behavior in Indonesia and in India.Research Findings: The results of this study can provide information to music industry about the factors that can attract consumer buying intention of music products, so the music industry can determine the right product marketing strategy.Theoretical Contribution/Originality: This research was conducted by analyzing the perceptions of consumers from Indonesia and India by paying attention to internal and external factors such as the culture of Indonesia and India.Practitioner/Policy Implication: Reducing piracy of music works, with the implementation of laws that can ensnare piracy that occurs.Research limitation/Implications: The research is only seen from consumer perceptions, while the perceptions of company or music industry are still not done.
PERCEPTIONS OF TECHNICAL AND SOCIAL PRESENCE TOWARDS CUSTOMERS TRUST AND VALUE: CLICK-AND-BRICK VERSUS PURE-CLICK RETAILERS Kurniawan, Joshua Jeffrey; Achyar, Adrian
ASEAN Marketing Journal
Publisher : UI Scholars Hub

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Manuscript type: EmpiricalResearch Aims: Sellers/retailers understand that there is always a risk behind online interaction (e.g., anonymity or proximity) and respond with the multi-platform commercial channel (click-and-brick). Consequently, the click-and-brick (multi-channel) retailers gain, relatively, an immense prominence and rivalry from the pure-click (single-channel) retailers. The present study attempts to measure the impacts of both retailers’ (multi and single) web-features on trust and value perceptions.Design: Utilising structural equation modelling, the current study recruited 565 experienced respondents to provide primary data.Research Findings: These empirical findings provide several insights (recommendations) to pureclick retailers in developing and promoting offline presence, thus weathering the competition from multi-channel retailers.Theoretical Contribution: Past authors propose online loyalty construct into the online consumer behaviour. However, they ultimately concluded that the employed e-service features produced insignificant influence on the patron’s e-loyalty. Instead of the e-loyalty variable, the perceived value construct is introduced in the recent study.Research Limitation: Limitation of the present study originates from the research scope, whichrevolves around customer’s perception of a real-life retailer’s brand. The question remains if the retailer’s unresolved negative performance could overwrite the perceived value and make them prone to brand-switching.
THE IMPACT OF EVENT MARKETING ON BUILDING BRAND AWARENESS FOR FASHION CUSTOMERS Rachmadhian, Annissa Karni; Chaerudin, Rendra
ASEAN Marketing Journal
Publisher : UI Scholars Hub

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The growth of Small Medium and Enterprises (SMEs) business is one of the main keys to an economy’s vitality. SMEs are known to play a major role in creating wealth, given their place in the economy. As time goes by, numerous strategies have been done by the company to promote their products. One of the innovations that a company does to introduce the product and build awareness among the target market is through event marketing strategy. SMEs business can use this marketing strategy to increase their brand awareness. The purpose of this paper is twofold: to analyse the effect of event marketing strategy to brand awareness customer apparel industry in Bandung, and to give a design recommendation. The result shows that event marketing has a positive impact on brand awareness. Several important aspects from an event that customer wants are an innovative, integrated enterprise event. Event marketing should be well designed in order to make the memorable experience for the customer. This paper will be useful for marketers, business owners and in particular for other parties involved in fashion SMEs to understand the impact of event marketing and its importance on building brand awareness for fashion customers. Ultimately, once they can implement this event marketing strategy in their businesses, they are able to design the strategy of event marketing to build customers’brand awareness.
INFLUENCE OF NON-DEMOGRAPHIC FACTORS ON INDONESIAN CONSUMERS PURCHASE INTENTION TOWARDS GREEN PRODUCTS Hutahaean, Cynthia Irene; Kurnia, Pepey Riawati
ASEAN Marketing Journal
Publisher : UI Scholars Hub

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This research analyzed the influence of non-demographic factors to Indonesian consumers’ attitude towards green products. Furthermore, this research also investigated the relationship between consumers’ attitude and the intention to purchase green products. This research used questionnaire data from 350 respondents selected by judgemental sampling. Data was analyzed using regression method. The research found that only five out of six non-demographic factors tested were proven to influence the Indonesian consumers’ attitude towards green products. Based on their magnitude of influence, the five factors are altruism, perceived consumer effectiveness, collectivism, perceived benefit, and environmental knowledge. Meanwhile, the interpersonal influence, another factor tested, was not proven to affect the consumers’ attitude towards green products. Consumers’ attitude towards green products also influence consumers’ intention to purchase those products.
STATUS DEMOTION IN LOYALTY PROGRAM: STRATEGY FOR CLOSE TO THE THRESHOLD CUSTOMERS Igamo, Altamim Marie; Afiff, Adi Zakaria
ASEAN Marketing Journal
Publisher : UI Scholars Hub

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Manuscript type: Documentary Research. Research Aims: Identifying loyalty program strategies to demoted closed to the threshold customers with additional points and additional time in own money and other money customer to have positive evaluate toward program’ and company’ loyalty intention. Design/methodology/approach: This research employs 2 (payment source: own money vs other money) × 3 (demotion strategies: without additional point vs with additional points vs with additional time) factorial designs between-subject. Research Findings: Loyalty intention to the loyalty program appear stronger with demotion strategies with an additional point and additional time than demotion without additional point Theoretical Contribution/Originality: Enrich references about the status of demotion in HLP, distributive justice in the context of loyalty programs and scarcity theory in marketing. Practitioner/Policy Implication: Marketing managers should concern more about the strategy to demoted customer, especially customer who close to the threshold to produce more positive consumer evaluation. Research limitation/Implications: Further studies can focus on participant that have used airline loyalty programs to have stronger external validity.
PASSION AND SELF-EFFICACY BASED DECISION QUALITY: CONCEPTUALIZATION AND EMPIRICAL RESEARCH Simamora, Bilson
ASEAN Marketing Journal
Publisher : UI Scholars Hub

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Manuscript type: Research article Research Aims: I the marketing domain, consumer decision quality conceptualization still leaves unfulfilled nodes. When the decisions are made under uncertainty, decision outcomes occurred in the long run, and decision outcomes are determined mostly by customer participation in the value creation process; decision satisfaction as a decision quality sole indicator has less power. Therefore, this study offers passion-and self-efficacy-based decision quality in which passion and self-efficacy acted as a unidimensional construct in its function as a decision quality indicator. Design/methodology/approach: The study used a cross-sectional design. The data were collected with a survey using online questionnaires from 350 conveniently chosen respondents. The data are analyzed using structural equation modeling. Research Findings: Passion and self-efficacy based decision quality is a valid and reliable construct that is also more powerful and has better goodness-of-fit than decision satisfaction in representing decision quality. Its influence on mastery goals is higher than on avoidance goals. Approach motivation goals influence loyalty intention positively and likelihood to switch negatively. Avoidance motivation goals influence loyalty intention negatively and switching likelihood positively. Theoretical Contribution/Originality: Passion and self-efficacy-based decision quality is a concept that is still limited to the present study and can be considered as new to the scientific world. Practitioner/Policy Implication: To increase loyalty intention, a university can fertilize approach achievement and decrease avoidance achievement motivations. Research limitation/Implications: Further research is encouraged to utilize longitudinal design to check a decision and its effect stabilities' in two or more different time points.
COMPARATIVE ANALYSIS OF YOUTUBER AND CELEBGRAM IN DEVELOPING CONSUMER BRAND PERCEPTIONS AND INTENTIONS TO BUY LUXURY BRAND COSMETICS Putri, Irdina Tiara; Astuti, Rifelly Dewi
ASEAN Marketing Journal
Publisher : UI Scholars Hub

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Manuscript type: Empirical Research Research Aims: This study aims to determine the effect YouTuber and celebgram in the form of parasocial interaction that occurs between the influence to their followers in shaping consumer perceptions and purchase intention for the product that was endorsed by the influencers in the context of luxury cosmetic brand. Methodology: Descriptive quantitave research, total 430 women respondents aged 18 to 34 years, analyzed by using SEM. Research Findings: For both YouTuber and Celebgram all the hypotheses are supported; physical and social attractiveness are found to positively influence the parasocial interaction (PSI). Next, PSI significantly influences the perception of luxury brand that consist of brand value, brand user fit, and brand luxury, further proven to influences purchase intention. Originality: The study is one of study that compares the PSI impact of YouTuber and Celebgram influence toward luxury brand perception and purchase intention. Practitioner Implication: YouTuber and Celebgram are proven have impact toward brand perception and purchase intention so the company could enhance the interaction of the influencer with their followers for example by giving dicsount code by using the name of the influencer in certain time or specific e-commerce merchant. Research limitation: could not see the impact of PSI between responden that watch the influencer’s video compare to others not watch the video, so it is better to do the experiment design in the future.
PERSONAL NORM AND PRO-ENVIRONMENTAL CONSUMER BEHAVIOR: AN APPLICATION OF NORM ACTIVATION THEORY Setiawan, Budi; Afiff, Adi Zakaria; Heruwasto, Ignatius
ASEAN Marketing Journal
Publisher : UI Scholars Hub

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Manuscript type: Research paper Research Aims: This study aims to fill the research gap from previous research regarding personal norms in explaining pro-environmental behavior, which does not involve awareness of consequences and ascription of responsibility as antecedents to activate personal norms. Therefore, this study tries to examine personal norms based on norm activation theory in explaining behavior. Design/methodology/approach: The final sample size is 300 respondents selected through purposive sampling technique. Primary data is collected through a closed-end questionnaire. Data analysis consists of two stages, namely the confirmatory factor analysis and structural equation model. Research Findings: Awareness of consequences and ascription of responsibility significantly form a personal norm as a core factor of the norm activation theory. Consumers feel that they have a moral obligation concerning the environment. Active personal norm, successfully forming both intention and actual behavior in the context of sorting out waste. In the downstream stage of consumer behavior, it will lead to becoming pro-environmental consumer behavior based on altruistic values. Theoretical Contribution/Originality: Personal norm is proven to be activated by awareness of consequences and ascription of responsibility. Active personal norm will lead to affect behavior, with or without being preceded by intention. Practitioner/Policy Implication: Social marketers can encourage consumers to behave proenvironmentally by activating the personal norm from their target audience first. Research limitation/Implications: This study was conducted in a cross-sectional period. Therefore, future studies will be more robust if the actual behavior is measured in a longitudinal period.
ANTECEDENTS OF MILLENNIALS’ SERVICE USAGE INTENTION: ONLINE GROCERY SERVICE IN INDONESIA Putri, Alma Roosnelia
ASEAN Marketing Journal
Publisher : UI Scholars Hub

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Manuscript type: Research Article Research Aims: The research aims to fill in the gap in the existing literature on the usage intention of online grocery shopping in Indonesia. Further, the study intends to examine the influence of perceived usefulness and perceived ease of use to intention to use. Design/methodology/approach: The study was performed on 217 millennial respondents in the are of Jakarta and Greater Jakarta. Further, data results were analyzed using Structural Modelling Equation (SEM), specifically Partial Least Squared method with Smart PLS 3.2.8 software. Research Findings: Further, the research found that enjoyment is the predictor to perceived ease of use; while insignificant to perceived usefulness. E-WOM, perceived web quality and perceived ease of use are key predictors to perceived usefulness; while subjective norm, visibility, perceived risk, and trust are not the influencing factors. E-WOM and perceived web quality are predictors to trust; while trust is not significantly related to perceived usefulness. Moreover perceived ease of use and perceived usefulness to have an influence on the intention to use online grocery service. Theoretical Contribution/Originality: Numerous previous studies had indicated factors of subjective norm, perceived enjoyment, visibility, perceived risk (Driediger and Bhatiasevi, 2019) and trust (Alalwan et. al, 2015) as factors that influence consumers’ acceptance in terms of perceived usefulness and perceived ease of use. In relation with trust, perceived web quality and e-WOM (Al-debei. et. al, 2015) was found to increase the perception of trust that lead to perceived usefulness of online shopping. Practitioner/Policy Implication: Due to differences in the cultural, social, and demographic background of users, results are inapplicable to subjects in other countries. Further, online shopping platforms have various different business models and therefore results cannot be generalized into one. Research limitation/Implications: Explore the ground standard model and characteristics of various online grocery retailers.
SOSIAL MEDIA STRATEGY OF NEW KPOP ALBUM : A VISUAL ANALYSIS OF BLACKPINK’S PHOTO TEASER Kusumawati, Yudhistya Ayu; Widita, Anindya
ASEAN Marketing Journal
Publisher : UI Scholars Hub

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Manuscript type: Research article. Research Aims: This paper examined visual concept in Blackpink photo teaser as the promotion strategy in social media. Design/methodology/approach: This research was carried with qualitative approach, using Roland Barthes semiotics analysis to identify sign and symbol to identify visual meaning of Blackpink photo teaser and how the group is being presented through social media. Research Findings: Blackpink photo teasers have visual appeals which is consistent with the brand of the group. The girl crush and duality concepts of black and pink characters representing beautiful and strong persona were the message intended to be delivered through social media to the audience. Theoretical Contribution/Originality: This research explored the message contained within the visual concept in promotional photo teasers of a K-Pop group, Blackpink, as a social media strategy in promoting the new album. It is notable that the group wanted to project certain image through the photo teasers of the new album. Practitioner/Policy Implication: This research noted that the promotional strategy of a brand, in this case, the K-Pop group, in social media takes into consideration the brand identity and message appeals other than the visual aspect. Research limitation/Implications: This research only focused on one K-Pop group and a new album. Further research can be done covering multiple groups or multiple new albums to identify variety of concepts and strategies in social media.

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