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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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INTERVARIABLE INFLUENCE ANALYSIS OF HIERARCHY OF EFFECT (HOE) MODEL IN CROSS-BORDER E-COMMERCE (STUDY CASE: SHOPEE AND LAZADA) Gabriella, Diyang Risma; Agus, Anna Amalyah
ASEAN Marketing Journal
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Manuscript type: Empirical research Research aims: This study was conducted to analyze and develop the intervariable influence within the stages of HOE Model in CBEC context. Design/methodology/approach: Based on the Hierarchy of Effect (HOE) model which consists of the stages of customer progression of learning and decision-making as a response of their shopping experiences. A total research data of 1,651 respondents were collected through a structured questionnaire. SEM method was used to test the proposed research model. Research findings: HOE Model was found to vary based on the level of product cognition and platform involvement. Two case studies provide different results which occur due to the different shopping journey held by the customer from the stages of cognition and involvement to the decision of making a purchase. Theoretical Contribution/Originality: The less attention that was given to the customer behavior in CBEC context has driven the authors to analyze customer journey from product cognition to actual behavior stage in CBEC context. The modification towards previous research model is conducted to extend the analysis with a purpose to provide a full picture of the customer experience and the factors that influence their buying decision. Practitioner/Policy Implication: Provide insights to encourage parties involved for implementing strategic plans that could escalate market presence and competitiveness of Indonesia CBEC at the global trade. Research limitation/Implications: The authors extend the research model to actual behavior stage which creates a wider unexplored variables on the formation of perceived trust and the overall affective stage.
THE INFLUENCE OF SELF-CONGRUITY ON CUSTOMER LOYALTY OF COFFEE SHOPS: EVIDENCE FROM GLOBAL-CHAIN AND LOCAL-CHAIN COFFEE SHOPS IN INDONESIA Anjani, Dela; Dewi, Ike Janita
ASEAN Marketing Journal
Publisher : UI Scholars Hub

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Manuscript type: Research Paper Research Aims: This paper seeks to examine the concept of “self-congruity” and its direct and indirect impacts on consumer loyalty of global versus local coffee shops. Design/methodology/approach: The study is a quantitative study using online survey on 400 respondents, which were distributed evenly to consumers of Starbucks (as a global coffee shop) and Anomali Coffee (as a local coffee shop in Jakarta, Indonesia). This paper employs Structural Equation Modelling (SEM) to study the relationships amongst variables. Research Findings: Results of the research show that generally self-congruity has a positive direct and indirect effect on customer loyalty. Theoretical Contribution/Originality: The research conveys that self-congruity consistently predicts consumer loyalty in various research settings, while environment perception, service perception, product perception, and price perception can influence consumer loyalty in different manners depending on the research context. The research contexts studied (global versus local coffee shops) also contributes to the discussion of globalization effects. Practitioner/Policy Implications: Life style products should develop strategies to match the product’s concepts with those of consumer values, particularly with regards to products with global versus local images. Furthermore, managers should pay attention to their pricing strategies where price perception can influence consumer loyalty. Research limitation/Implications: This study overlooks stages in the consumer’s purchase decision process where self-congruity can particularly affect a certain stage to finally result in consumer loyalty
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
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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.
ARE ENTREPRENEURS BORN OR MADE? A LOOK AT ENTREPRENEURIAL MARKETING EDUCATION WITHIN VOCATIONAL HIGH SCHOOL Santoso, Adhi Setyo; Haryanto, Jony Oktavian; Widyanto, Hanif; Suryanto, Hari; Rosmawati, Lina
ASEAN Marketing Journal
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Manuscript Type: Research Article Research Aims: The research studies the contextual stimuli (business knowledge and environment) toward entrepreneurial self-efficacy and locus of control that influence entrepreneurial intention. Design/methodology/approach: The survey involved vocational high school students in Mataram, Nusa Tenggara Barat, Indonesia, and collected 101 responses. The research applies a quantitative method of 2-steps Partial Least Square – Structural Equation Modelling (PLS-SEM). Research Findings: Results confirms that business knowledge influences entrepreneurial intention mediated by entrepreneurial self-efficacy. Environment influences entrepreneurial intention mediated by locus of control only if students participate in entrepreneurial marketing education. Theoretical Contribution/Originality: The findings contributed to entrepreneurship literature by showing the role of entrepreneurial marketing education in enhancing student’s locus of control, which enables student’s environment to determine entrepreneurial intention. Managerial Implications in the Southeast Asian context: Research highlights important, yet, less discussed context regarding young-age entrepreneurial intention in vocational high school level. Research also demonstrates the significance of integrating entrepreneurial marketing education into school’s curriculum or supplementary curriculum. Research limitations and implications: This study is limited to vocational high school student context. Research on a more mature respondent context may produce different result
BANKING DIGITALLY TO MICRO-BUSINESS: EXPLORING VALUE CO-CREATION STRATEGY IN NEW PRODUCT DEVELOPMENT PDF Gunawan, Rudi; Rustiadi, Sonny
ASEAN Marketing Journal
Publisher : UI Scholars Hub

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Manuscript type: Research Article Research Aims: To further academic knowledge around the topic of value co-creation and to provide a practical strategy for Digital Bank in Indonesia on conducting better co-creation activities. Design/methodology/approach: This research relies on a qualitative method for collecting the primary data through in-depth interviews. Research Findings: Indonesian Bank called Jenius currently practice community-based value co-creation, and it is recommended for the Banks in general to also explore other forms of co-creation initiatives, namely customization, reputation and sensing. These initiatives should be practiced across different stages of co-ideation, co-evaluation, co-design, co-test and co-launch. To better engage consumers and other external parties in value co-creation activities, Banks can consider driving the involvement with financial driver; learning driver; hedonic driver; and personal, social and psychological driver. Theoretical Contribution/Originality: This research has sucessfuly show different theoretical framework of value co-creation strategy to be implemented in Digital Banking industry, especially in the micro-business segment and explore what motivates Digital Banking consumers to collaborate in value co-creation. Research limitation/Implications: The scope of this research is limited only to the micro-business segment in Banking and not exploring other segments. This research will also focus on the area of value co-creation only and will not cover other business functional areas such as sales or branding.
THE ANALYSIS OF GREEN MARKETING AND BRAND IMAGE ON REPEAT PURCHASE ON CONSUMERS OF COFFEE SHOP IN BANDUNG Hasanah, Yulia Nur; Aziz, Fauzan
ASEAN Marketing Journal
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Manuscript type: Research Article Research Aims: This research was conducted to examine the influence of green marketing and brand image to the repeat purchase of consumer of coffee shop in Bandung. Design/Methodology/Approach: Data were collected through online survey that targeted the consumer of coffee shop in Bandung area. A method of successive interval (MSI) and Partial Least Square (PLS) was used as a method to analyse this data Research Findings: The results shows that green marketing and brand image have a significant effect on repeat purchases simultaneously and separately. Based on these results, consumers of coffee shops in Bandung were able to explain that 65.6% of repeated purchases were influenced by green marketing and brand image while the remaining 34.4% was influenced by other factors. Theoretical Contribution/Originality: By understanding that the green marketing and brand image can influencing the repeat purchase of consumer of coffee shop in Bandung, one can compare future studies especially in the field of marketing management materials. Practitioner/Policy Implication: The results of this research can be used to help practitioner to develop and improve marketing strategies more effectively and efficiently, especially for coffee shop that target people in the city of Bandung as their consumers. Research Limitation/Implication: geography, number of sample, simple method
PERSONAL NORM AND PRO-ENVIRONMENTAL CONSUMER BEHAVIOR: AN APPLICATION OF NORM ACTIVATION THEORY PDF Setiawan, Budi; Afiff, Adi Zakaria; Heruwasto, Ignatius
ASEAN Marketing Journal
Publisher : UI Scholars Hub

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Manuscript type: Research Article 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 pro-environmentally 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.
PREDICTING THE RELATIONSHIP BETWEEN SCARCITY AND SERENDIPITY INFORMATION TOWARD IMPULSE BUYING BEHAVIOR: HEDONIC SHOPPING VALUES AS MODERATOR VARIABLES A. Prawira, Natasha A.; Sihombing, Sabrina O.
ASEAN Marketing Journal
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Manuscript type: Research article Research Aims: The purpose of this research is to predict the intervariable relationship between scarcity and serendipity information moderated by hedonic values and their influence towards online impulsive buying behavior. Design/methodology/approach: This research uses a quantitative method and uses non-probability sampling method as the data collection techniques by distributing online questionnaires. There are 330 respondents with the criteria of having made transactions at Shopee in the last three months. The data are analyzed using Structural Equation Modeling (SEM) to test the each of the hypothesis and making the conclusion. Research Findings: This study shows that the relationship between scarcity, serendipity information moderated by social shopping, adventure shopping, value shopping, relaxation shopping and idea shopping towards online impulse buying behavior Theoretical Contribution/Originality: This research makes a theoretical contribution to international business as well as the theory of consumer behavior about situational factors namely, the scarcity and chance of information as independent variables are moderated by the value of hedonic shopping, namely, social, adventure, value, relaxation and shopping ideas affecting the dependent variable, online impulsive buying Practitioner/Policy Implication: The results of this study can be used as information for PT Shopee International company management in determining online sales and marketing strategies that focus on the e-commerce marketplace Research limitation/Implications: This study uses non-probability sampling, thus the results of this study cannot be generalized to other contexts
MINDFUL CONSUMPTION BEHAVIOR ON SECOND-HAND FASHION PRODUCTS: INTERVARIABLE INFLUENCE ANALYSIS OF STIMULUS-ORGANISM-RESPONSE (S-O-R) MODEL Gabriella, Diyang Risma; Hardjanto, Ramses Wardhana; Mawaridi, Muhammad Fadhil; Harits, Muhammad Naufal; Purnami, Luh Dyah
ASEAN Marketing Journal
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Manuscript type: Empirical Research Research Aims: This study was conducted to analyze and develop the intervariable influence within stages in S-O-R Model in second-hand fashion products context Design/methodology/approach: To fulfill the research objective, an online self-administered survey was conducted to respondents who had second-hand thrifting purchase experience. 130 eligible responses were gathered and further analyzed using Structural Equation Modeling (two-way approach) Research Findings: It is observed that eWOM and Consumer Engagement have positive significant effects on Mindful Consumption Behavior (MCB), while no significant influence is found in relationship Attitude toward MCB. No mediating effect is observed in relationship eWOM toward MCB through mediating variable Attitude and Consumer Engagement. Theoretical Contribution/Originality: This research contributes to provide insight on factors that influence mindful consumption behavior in Indonesia Practitioner/Policy Implication: Based on the result of this research, related stakeholder can utilize eWOM and encourage consumers to form mindful consumption behavior (i.e: through social connection that would increase consumers' enthusiasm and attention towards MCB) Research limitation/Implications: The study is limited as it only analyzed some variables to predict consumer behavior in fashion thrifting. Based on the research, eWOM and Consumer Engagement are proven to influence MCB, and there is no effect observed of Attitude on MCB. Therefore, this research contributes to consumer behavior that proves eWOM and Engagement are strong predictors to predict consumer behavior in the purchase of second-hand fashion.
THE OUTLOOK DIGITAL INDOOR ADVERTISING IN MINI-MARKET USING TECHNO ECONOMY ANALYSIS: IMPLEMENTATION IN INDONESIA Hendrix, Tommy; Ajie, Firman Tri; Berliandaldo, Mahardhika
ASEAN Marketing Journal
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Manuscript type: Research Article Research Aims: This paper wants to confirm the process feasibility study and advantage application when technology in social media enters goods' commercialisation. Design/methodology/approach: The methodology used in this research qualitative research methodologies, with an approach to data analysis using techno-economic and collective data on digital indoor advertising. Research Findings: The results of techno-economic analysis and feasibility analysis explaining digital indoor advertising business in Indonesia mini market is declared worthy of running, with description NPV on cash flows Rp. 3,664,679,991 and NPV sensitivity analysis of Rp. 3,554,930,887, IRR of 14.09%, and 13.96% (sensitivity analysis). Theoretical Contribution/Originality: This research contributes to the growth rate of digital advertising usage in Indonesia by viewing and measuring the business feasibility relating to the products used and looking at the profit and loss projects for the company when willing to run the business based on the techno-economic analysis. Practitioner/Policy Implications: This study intended as a reference and recommendation for promoting a product through a feasibility study, which tailors to the advantages implementation of digital indoor advertising mini-market in Indonesia. Especially for management/managers, product promotion becomes a strategy that has to play to catch up and develop market segmentation of a product. Research limitation & implications: The implementation needs business feasibility in determining effective or not promoting a product through techno-economic analysis. Digital advertising, which placed in a mini-market, can potentially lift the branding of a product in the marketing function.

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