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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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DETERMINANTS OF ECO-CONSCIOUS CONSUMER BEHAVIOR OF MUSLIMS IN INDONESIA USING THE THEORY OF PLANNED BEHAVIOR Nasr, Sumayyah Amalina; Safira, Anya
ASEAN Marketing Journal Vol. 12, No. 1
Publisher : UI Scholars Hub

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Abstract

Manuscript type: Research paper Research Aims: This study aims to analyze the determinants of eco-conscious behavior of Indonesian Muslim consumers by using the Theory of Planned Behavior, with the incorporation of several additional variables namely intrinsic religious orientation, green trust, and environmental concern. Design/methodology/approach: The analysis used for this research is Partial Least Square Structural Equation Modeling (PLS-SEM) using SmartPLS software. Research Findings: The results show that intrinsic religious orientation influences the eco-conscious behavior of Indonesian Muslims directly and indirectly through attitude toward green products. Furthermore, environmental concern influences the eco-conscious behavior of Indonesian Muslims directly and indirectly through subjective norm and perceived behavioral control as mediators. Meanwhile, green trust does not directly influence the eco-conscious behavior of Indonesian Muslims. Theoretical Contribution/Originality: as a literature related to the theory of planned behavior that correlates religious and marketing factors to a person’s eco-conscious behavior. Practitioner/Policy Implication: Analyzing the factors that influence attitudes and behavior related to environmental awareness will make consumers more understand existing environmental problems. Furthermore, the results of this study may be useful for green marketers in shaping marketing policies and strategies. Research limitation/Implications: There are supporting variables to analyze attitudes and behaviors that explain pro-environment in previous studies but have not been included in this study. Then, more elaborated moderating effects shaped by intrinsic religious orientation is needed.
THE EFFECT OF PERCEIVED VALUE AND MOBILE GAME LOYALTY ON IN-APP PURCHASE INTENTION IN MOBILE GAME IN INDONESIA (CASE STUDY: MOBILE LEGEND AND LOVE NIKKI) Purnami, Luh Dyah; Agus, Anna Amalyah
ASEAN Marketing Journal Vol. 12, No. 1
Publisher : UI Scholars Hub

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Manuscript type: Empirical Research Research Aims: Investigate the effect of perceived value and mobile game loyalty on in-app purchase intention using case study male dominated game and female dominated game Design/methodology/approach: Conslusive descriptive research using Structural Equation Modelling Two-way approach Research Findings: It is found that on male dominated game and female dominated game economic value, social value, and game loyalty significantly influence in-app purchase intention. While on male dominated game loyalty is influenced by emotional values, social values and economic values. On the other hand, loyalty in female dominated game is influenced by emotional value, quality value, social value, and economic Theoretical Contribution/Originality: Provide insight regarding value that drive in-app purchase intention on freemium game in gender domination context Practitioner/Policy Implication: Provide insight to improve freemium game and contribute to give understanding on consumer behaviour primary in gaming context Research limitation/Implications: limited to particular game type (mobile game) and does not involved perceived risk in research framework
THE ROLE OF CUSTOMER NETWORKING CAPABILITY EFFECTIVENESS IN ENHANCING THE SALESPEOPLE’S PERFORMANCE IN SMALL AND MEDIUM ENTERPRISES Udayana, Ida Bagus Nyoman; Farida, Naili
ASEAN Marketing Journal Vol. 12, No. 1
Publisher : UI Scholars Hub

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Research Aims: This research examines the research gap between adaptive selling and the salespeople’s performance. There is an inconsistency of research results among marketing researchers. This study extends the previous marketing literature to customer network-based marketing. Design/Methodology/approach: The research data were collected from 300 salesperson in the field of small and medium enterprises. The data analysis used a structural equation model and Sobel tests. The findings of the research: Research findings show that the effectiveness of customer networking capability functions as an intervention between adaptive selling and salespeople’s performance. Adaptive selling, interaction quality, and perceived interpersonal skills have a significant positive effect on the effectiveness of customer networking capability and salespeople’s performance. Theoretical Contribution/Originality: The current study develops networking theory and tries to contribute to the literature, which serves as a step towards broadening the concept of customer networking. Practitioner/Policy Implication: Managers can also build a network of customers who can communicate well. This communication supports long-term relationships and mutual benefits between customers and the company. To sustain long-term relationships, a company monitors customers through the network of effective communication. Research limitation/Implication: As this research was undertaken in Indonesia, the collected data merely represents the country’s sales and marketing situations. The findings may not apply in all countries. Conducting the same type of research in other Asian countries can test the accuracy of the model empirically.
GIFT GIVING BEHAVIOR AMONG MILLENNIALS, THE USE OF PHOTO ELICITATION INTERVIEW TO DISCOVER CONSUMER INSIGHT Rachmahani, Hera; Kusumasondjaja, Sony
ASEAN Marketing Journal Vol. 12, No. 1
Publisher : UI Scholars Hub

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Manuscript type: Research paper Research Aims: This paper aims to explore gift-giving activities among millennials at the perspective of gift-giver using the photo elicitation interview. The typology of the relationship between gift givers and recieversand the effects of this relationship to the types of products given in gift-giving activities are also evaluated. Design/methodology/approach: This paper is using phenomenological approach and photo elicitation interview with purposive convenience sampling method to obtain gift-givers decision making process in searching gift products. Research Findings: The process of searching, preparing, and delivering of gifts is influenced by several factors, namely the closeness of the relationship, past experiences and the moment of giving the gift. The structure of intimacy creates hierarchy of gift giving given by gift givers. The position and social class of the gift receiver affect the shape, price, and gifts delivery process. Theoretical Contribution/Originality: This research is expected to provide an understanding of the consumer decision-making process in giving gifts at certain moments experienced by consumers. Practitioner/Policy Implication: This paper give insights to the practitioner about the promotional and products design that are associated with the closeness between consumers and gift givers to attract gift-givers giving a gift to the special people around them This study is only discuss gift-giving behavior from gift-givers and does not pay attention to the recipient perspective so it is less comprehensive in discussing gift-giving behavior in the millennial generation
EXPLORING THE INTENTION AND RESISTANCE OF THE CUSTOMER IN ADOPTING THE TECHNOLOGY INNOVATION: A QUALITATIVE STUDY ON THE NFC-BASED MOBILE PAYMENT Pitari, Diananda Fitri; Gayatri, Gita; Furinto, Asnan; Assauri, Sofjan
ASEAN Marketing Journal Vol. 12, No. 1
Publisher : UI Scholars Hub

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Manuscript type: Empirical Research Aims: To explore what do the potential customers of NFC-Based mobile payment perceive to be the key attributes of both the factors- intention and resistance- in determining the adoption of innovation? Design/methodology/approach: Qualitative Study using in-depth Interview Research Findings: Preliminary result suggests existence of three intention, which are: relative advantage, complexity and compatibility; as well as the six resistance factors: value barrier, usage barrier, tradition barrier, risk barrier, image barrier, resistance to change and satisfaction for status quo, - influencing the willingness to adopt the NFC Mobile payment. Theoretical Contribution/Originality: To enrich and confirm the adoption-innovation behavior, where the intention as well as retention on the adoption the new innovation is combined together in order to grab more comprehensive understanding on adoption new innovation. From the adoption resistance perspective, this research explores both active and passive innovation resistance to fully understand their influences on innovation resistance. Practitioner/Policy Implication: The findings in this research might be useful as a preliminary basis for confirming the factors that might boost or hinder the customers’ adoption innovation in the context of financial information technology product, especially the NFC-based mobile payment. Research limitation/Implications:As in any qualitative research, the generalization and applicability of this study is limited to the context of the NFC-based mobile payment. Further research might use the findings to test the intention and resistance factors of adoption innovation in the context of financial product. The framework can also be empirically tested with different consequence variables such as customer expectation to adopt new innovation (Venkatesh et al., 2008) using the descriptive research
DETERMINANTS OF NON-MUSLIM CONSUMERS’ PURCHASE BEHAVIOR TOWARD HALAL PACKAGED FOOD Untari, Asih; Safira, Anya
ASEAN Marketing Journal Vol. 12, No. 1
Publisher : UI Scholars Hub

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Manuscript type: Research article Research Aims: The objective of this research is to determine factors affecting the purchase behavior of non-Muslim consumers toward halal packaged food. Design/methodology/approach: Data was collected from self-adminstrated questionnaire from non-Muslim consumers who have purchased halal packaged food. Structural Equation Modelling (SEM) using SmartPLS was used to analyze the effect of attitude, subjective norm, perceived behavioral control, halal logo and halal marketing on purchase intention and purchase behavior. Research Findings: Only subjective norm, halal logo and halal marketing affect purchase intention, which later affects purchase behavior. Meanwhile perceived behavioral control was found to directly affect purchase behavior. Theoretical Contribution/Originality: This research contributes further to the body of knowledge regarding the Theory of Planned Behavior, and has investigated that the theory can also be applied in the context of non-Muslim consumers’ purchase intention toward halal packaged food. Practitioner/Policy Implication: From the findings, practitioners in the field of halal packaged food can formulate strategies regarding halal marketing and subjective norm in order to stimulate consumers’ purchase intention. Research limitation/Implications: There are several research limitations regarding the screening question and a few indicators used which in future research is suggested to be a better reflection of the research variales and objectives.
FACTORS AFFECTING ONLINE SHOPPING BEHAVIOR FOR NET-GENERATION IN JABODETABEK Hendrapawoko, Kunto; Setiawaty, Lily; Situmorang, Marsaulina Elisabet; Ernawan, Rahmadi; Odata, Ratna Dharmayanti
ASEAN Marketing Journal Vol. 12, No. 2
Publisher : UI Scholars Hub

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Manuscript type: Research paper Research Aims: This research was conducted to examine the factors which influence the online shopping behaviour of the Net-generation in Jabodetabek. There are 10 independent variables being hypothesized to predict purchase intentions and the Net-generation behaviour in Jabodetabek as its context Design/methodology/approach: Data were collected through an online survey that targeted the Net-generation as consumers in the Jabodetabek area. A linear regression equation was used as a method to analyze this data. Research Findings: The results show that there are 5 determinant factors that promote online purchase intentions for the Net-Generation in Jabodetabek, they are social motives, enjoyment, purchase involvement, feedback and personalization. Another 5 factors were found to be less influential towards the online purchase intention, they are information abundance, product variety, responsiveness, ease of return and exchange, and the acceptance of complaints. Theoretical Contribution/Originality: By understanding the purchasing behaviour of online shopping consumers in Jabodetabek that has the largest urban population in Indonesia, one can contribute by taking a strategic role in the national growth, especially in the economic, politic and socio-cultural sectors Practitioner/Policy Implication: The results of this research can be used to help practitioners develop a marketing strategy for online shopping targeting the Net-generation in Jabodetabek as their consumers Research limitation/Implications: range age, technological exposure, spending categories, geographic difference
IMPACT OF COUNTRY OF ORIGIN EFFECT (COE) ON CONSUMER PURCHASE INTENTIONS: A CASE STUDY OF COSMETIC PRODUCTS IN LAMPANG, THAILAND Pandey, Janak; Muenkid, Somjai; Jivasantikarn, Noraset; Chaisiriwongsuk, Arunie Jivasantikarn; Inthaklhan, Yadarat
ASEAN Marketing Journal Vol. 12, No. 2
Publisher : UI Scholars Hub

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Country-of – origin plays an important role in international marketing by creating access to new and bigger markets for organizations globally. Various companies are investing and venturing in overseas market as they would be able to attract and benefit from a larger market share and advantage from economies of scales. This research studies the Country of Origin Effect (COE) and its impact on Consumer Purchase Intentions in Lampang Province, Thailand. For this study, mixed method approach was used combining quantitative and qualitative analysis and both primary and secondary data were analyzed to understand the country of origin effect. This study is done by employing mixed method concept, combining both qualitative and quantitative methods. Data were obtained by two mediums: (a) Quantitative data collection through questionnaires distributed to 120 consumers, (b) qualitative data by conducting face-to-face interview with 20 respondents ranging from different sectors through snowball technique. Result reveal that halo effect, materialism, and value consciousness influeneces consumer purchase intention to buying foreign made cosmetic product. It was found that consumer animosity and consumer ethnocentrism does not influence consumer purchase intetion to buying foreign made cosmetic product. This research will enable entrepreneurs and business organization to have a better understanding about the country-of-origin effects and its perception on end consumers of cosmetic products. The study further gives an insight on the effect of a country’s image on the consumers’ purchase intentions. With influx of ecommerce websites and changing global scenario, it has been become even more important to investigate the above topic so as to be able understand and provide details about country-of-origin effect on consumer purchasing intentions.
DIFFERENCES OF INDIVIDUAL DEMOGRAPHIC CHARACTERISTICS TOWARDS E-WALLET PAYMENT IN RESTAURANTS Caroline, Shinta; Putri, Anggraini; Oei, Edy; Verawati, Verawati; Isnovian, Isnovian
ASEAN Marketing Journal Vol. 12, No. 2
Publisher : UI Scholars Hub

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Manuscript type: Research paper. Research Aims: This study aims to understand the influence of individual differences to customers’ intention to use e-wallet as a method of payment at café or snack bar, fast food restaurant, and food court. Design/methodology/approach: A total of 481 valid online questionnaires were collected from DKI Jakarta, Banten and West Java respondents who have paid with e-wallet in restaurants within the last 12 months. SPSS Analysis through ANOVA with Dunnet’s C post hoc analysis was used to analyse the differences between groups. Research Findings: Individual differences such as gender, income and education have significant influence in customers’ intention to use e-wallet as a method of payment in restaurants. However, unlike previous studies, age does not have a significant impact on e-wallet adoption at restaurants. This study also demonstrated that type of restaurant makes significant influence for customers’ intention to use e-wallet. Originality: There has been a study about individual differences that influence adoption of NFC for payment in the US. However, this is the first study in Indonesia to understand how individual differences significantly influence e-wallet adoption for payment methods in restaurants. Practitioner Implication: This study provides insight for restaurants and e-wallet providers about consumer behaviour and develop marketing plans. Research limitation/Implications: This study was limited to some restaurant types and only towards respondents who have used e-wallet in restaurants within the last 12 months. Further research could be conducted in other types of restaurants and non-digital savvy respondents.
APPLICATION OF THEORY OF PLANNED BEHAVIOR IN CONSUMERS’ PURCHASE DECISION OF CATS AND DOGS FOOD PRODUCTS Pratama, Rendi Tegar; Yuliati, Elevita
ASEAN Marketing Journal Vol. 12, No. 2
Publisher : UI Scholars Hub

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Manuscript type: Empirical paper Research Aims: This research was conducted to analyze the influence of Theory of Planned Behaviour in determining the consumers’ purchase behaviour of cats and dogs food products. Design/methodology/approach: The constructs used in the research model are attitude, subjective norms, Perceived Behavioural Control (PBC), intention, and behaviour. The research model was added with self-identity and social norms constructs. Respondents of this research were 300 cats and dogs owners. Data was collected through online questionnaires. Data analysis was conducted using Structural Equation Modeling (SEM) with LISREL version 8.8 as the software analysis tool. Research Findings: The results showed that attitude, subjective norms, Perceived Behavioural Control (PBC), self-identity and social norms influenced the purchase intention of cats and dogs food products. In addition, the intention to buy cats and dogs food products also influenced consumers’ purchasing behaviour. Theoretical Contribution/Originality: This study supports the alignment of the theory of planned behaviour (TPB) to the marketing of dog and cat food products. Practitioner/Policy Implication: From the results obtained, there were some practical suggestions such as improving the attitude of the dog or cat owner by providing promotions. Research limitation/Implications: Some improvements in next research can be done by using other theories in consumer behaviour and develop a more extensive research model by adding variables or factors that can influence consumer behavioural intention in product purchases.

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