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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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Intention to Adopt and Willingness to Pay: Mass Rapid Transport System in Greater Jakarta, Indonesia Anwar, Rosiwarna; Salehudin, Imam; Mukhlish, Basuki Muhammad; Ririh, Kirana Rukmayuninda
ASEAN Marketing Journal Vol. 9, No. 2
Publisher : UI Scholars Hub

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Abstract

The objective of this study is to explore and examine supportive factors of Mass Rapid Transport (MRT) implementa- tion in Jakarta, Indonesia. Successful implementation requires proper understanding of which factors are influential to the acceptance of this technology. The population of this study is commuters along the North to South route of Jakarta MRT development site. We conducted the survey in thirteen locations along the track based on the Station Development Plan. We obtained only 392 valid data after the validation and verification process. This study used Factor Analysis (FA) to test the construct validity of the measurement instrument and Path Analysis (PA) to identify significant structural paths between variables. We found that only Attitude and Perceived Usefulness significantly predict Intention to Adopt MRT for private vehicle users, while only Attitude and Subjective Norms significantly predict Intention to Adopt MRT for public transportation users. We found that for current users of private transportation, both Overall Monthly Transport Expenditure and Intention to Adopt have significant influence to the Willingness to Pay. While for current users of public transports, no predictor is significant for their Willingness to Pay.
EXPLAINING THE TOURISM RELATIONSHIP MANAGEMENT (TRM) IN TOURISM ENTERPRISES (CASE STUDY: ISFAHAN) Farahani, Maryam Ghiasabadi; Gheshlagh, Siavash Imeni; Sarfi, Alireza
ASEAN Marketing Journal Vol. 13, No. 2
Publisher : UI Scholars Hub

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Manuscript type: Research paper Research Aims: The aim of the present study is to explain the relationship management with tourism in Isfahan tourism enterprises using structural equation modeling methodology. Design/methodology/approach: Based on distributing 312 questionnaires, the sample size was 300 academic experts, specialists and experts working in Isfahan tourism enterprises and professors and tourists in the fields of tourism management, IT and marketing selected by combining non-probability purposive (judgmental) sampling and snowball sampling methods. Research Findings: The results showed a correlation between “applications of TRM system” and “users' satisfaction with TRM” based on path analysis concerning confirmatory factor loadings analysis as 0.566 and a correlation between “applications of TRM system” and “IMHTs” based on path analysis concerning confirmatory factor loadings analysis as 0.521. Moreover, there was a correlation between “Consumers' satisfaction with TRM” and “IMHTs” based on path analysis concerning confirmatory factor loadings analysis as 0.936. Theoretical Contribution/Originality: The conceptual model of the study involves components including “the applications of TRM system,” “satisfaction of the tourists with TRM,” and “information management of health tourists (IMHTs)”. Practitioner/Policy Implication: 1) the analysis of information of health professionals, 2) converting information of health professionals, 3) retrieving information from health professionals, strategic attention in organizational decisions in tourism enterprises of Isfahan because the general manager of cultural heritage, tourism and handicrafts of Isfahan from holding the first quarterly meeting to review the tourism situation in Isfahan in 2021 entitled “path recognition” with the presence of young and elite tourism activists and announced to create futuristic thinking and the need for elite thinking in the future of Isfahan. Research limitation/Implications: The tourism industry of Isfahan is currently so important in the comprehensive development of countries that economists call it invisible exports, and it is one of the largest industries in the world today.
NO SUCH THING AS A FREE APP: A TAXONOMY OF FREEMIUM BUSINESS MODELS AND USER ARCHETYPES IN THE MOBILE GAME MARKET Salehudin, Imam; Alpert, Frank, Dr
ASEAN Marketing Journal Vol. 13, No. 2
Publisher : UI Scholars Hub

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Manuscript type: Research Paper Research Aims: The Freemium business model is becoming increasingly prominent in the current digital economy. In the mobile game market, total revenue from free to download apps is overtaking those from paid apps. The purpose of this article is to propose a taxonomy that examines and categorises the various types of Freemium business models. Design/methodology/approach: This study uses the qualitative approach of logical partitioning to generate a Freemium business model's taxonomy through systematic observation of the existing business models. Research Findings: The findings identify advertisement and microtransaction as two primary revenue sources for Freemium business models. The taxonomy also reveals different types of in-app purchases, the most dominant Freemium business model in the mobile game market. Further discussion connects the taxonomy to related issues such as user archetypes and 'user flows'. Theoretical Contribution/Originality: This paper conceptualises a novel taxonomy of business model integrating various research streams and differentiating types of freemium business model. This paper also extends the existing archetypes of Freemium users by adding new categories, namely Remoras and Barnacles, to differentiate free users. Finally, this paper proposes a framework of user flows between the free and the paying state, arguing for a nonlinear flow. Research limitation/Implications: The taxonomy addresses freemium business models in the mobile game market. Application of the taxonomy in a broader context will require further study.
DETERMINANTS OF CUSTOMERS’ ADAPTATION TO INTERNET BANKING: EVIDENCE FROM GREATER JAKARTA AREA, INDONESIA Nasreen, Jareena; Lubis, Arief Wibisono
ASEAN Marketing Journal Vol. 13, No. 2
Publisher : UI Scholars Hub

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Manuscript type: Research Article Research Aims: This paper aims to analyze factors that affect customers’ adaptation to using Internet Banking among banks’ customers in Indonesia. The variables hypothesized to influence adaptation to using Internet Banking are Importance of Internet Banking Needs, Compatibility, Convenience, Communication, and Benefits of Internet Banking. Design/methodology/approach: This study uses Structural Equation Modelling (SEM) on a sample of 215 Internet Banking customers from Greater Jakarta Area, Indonesia. Research Findings: This study found that Benefits of Internet Banking has a significant positive influence on Importance of Internet Banking Needs, which, however, does not influence customer adaptation. Similarly, Compatibility has no influence on customer adaptation. On the other hand, Convenience, and Communication are proven to have significant and positive influences on Customer Adaptation to Internet Banking in Indonesia. Theoretical Contribution/Originality: This research uses the theory of Technology Acceptance Model (TAM) to explain Indonesian customers’ adaptation to Internet Banking by combining the models from Ege Oruç & Tatar (2017) and Jahangir & Parvez (2012).Practitioner/Policy Implication: The results of this study suggest that banks should provide easier, more attractive and secure facilities for users. Banks should invest more in promoting Internet Banking either internally through information by bank officers or spreading media brochures to customers in line at the back. Research limitation/Implications: There are some limitations of this research in terms of the number of respondents, geographical coverage, the model used, questionnaire design and respondent’s perception. Further research might consider to address these issues.
UTILIZATION OF EYE TRACKING TECHNOLOGY IN DESIGN AND MARKETING DECISION MAKING Mustikawan, Arry; Swasty, Wirania; Naufalina, Fariha Eridani
ASEAN Marketing Journal Vol. 13, No. 2
Publisher : UI Scholars Hub

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Manuscript type: Original paper Research Aims: This study aims to reveal whether combination display affects fixation count and duration. Design/methodology/approach: This study used eye tracking methods in data collection and packaging design testing from the results of previous study. Respondents who participate were 40 people from teenagers and young adults. The collected data were analyzed quantitatively by the amount of fixation and processed by the Multivariate Analysis of Variance (MANOVA) test. Research Findings: From the statistical data on Baba Nana Brand, the average duration of the respondents did not show any difference in the study. However, the number of variables showed differences in the whole study. In other words, the respondent's gaze is quite a lot and often looks at the Baba Nana. It was revealed that the Baba Nana as a brand that is not yet on the market turned out to be quite attractive to respondents. Theoretical Contribution/Originality: Utilization of eye tracking technology in design and marketing decision making. Practitioner/Policy Implication: Marketers can utilize eye tracking technology in making design and marketing decisions, mainly when launch a new product to the market. Research limitation/Implications: Further research can study whether the fixation count and duration variable duration affects the consumer's statement of product interest.
BUILDING BRAND RESONANCE: OPTIMIZING SYMBOLIC BRAND REPUTATION AND CUSTOMERS’ EMOTIONAL VALUE Saputra, Murry Harmawan; Ardyan, Elia; Tanesia, Cindy Yoel; Ariningsih, Endah Pri
ASEAN Marketing Journal Vol. 13, No. 2
Publisher : UI Scholars Hub

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Manuscript type: Research Paper Research Aims: The objective of this research is to create a conceptual model that explains how the process of building and increasing brand resonance by constructing important factors regarding consumer perceptions of brands, such as brand love, brand attitude, emotional customer value, and symbolic brand reputation. Design/methodology/approach: The respondents were owners and users of Toyota Fortuner car in Indonesia. There was questionnaires distributed directly to the Toyota Fortuner car users in several big cities in Indonesia (Yogyakarta, Semarang, Bandung, Jakarta, and Surabaya). Research Findings: The acceptance of all proposed hypotheses shows the importance of brand love, brand attitude, emotional customer value, and symbolic brand reputation in increasing the success of building brand resonance, so that the company is able to make customers have a strong bond with the brand. Theoretical Contribution/Originality: The theoretical model of this research could be utilized as an essential reference in developing a brand management model through the CBBE approach. The originality of this research is placed on the new conceptual model development, in order to build a strong brand resonance. Practitioner/Policy Implication: This research has distinctly indicated that there were three methods to drive increased brand resonance that companies could adopt in setting the brand policies. These three important things included increasing the symbolic brand reputation and customers’ emotional value, increasing the positive attitude of customers towards the brand (brand attitude), and increasing the consumer's affection for the brand. Research limitation/Implications: This research utilizes samples on only one automotive brand and company.
REVEALING PAST IDENTITY OF UPCYCLED PRODUCTS: HOW SIMPLE NARRATIVE IMPROVE PRODUCT PERCEPTION Mege, Stacia Reviany; Oematan, Grouse
ASEAN Marketing Journal Vol. 13, No. 2
Publisher : UI Scholars Hub

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Manuscript type: Research Article Research Aims: Telling a story about the past identity of a product is believed to help improve the positive perception towards the product. Certain product has gone through transformation from its past identity to new and more valuable product, known as upcycled product. This study aimed to investigate whether a simple narrative about repurposed products can generate higher perception of product biography, product appeal, felt specialness, and purchase intention of consumers. Design/methodology/approach: To test the hypotheses, a two-group between subject experiment involving 103 university students was conducted . Two upcycled products (pouch and bag) with simple narrative were used as stimulus. Research Findings: The result revealed that people who are aware of the past identity of the product perceived that the product has a story and feel more special, unique, and recognized if they use the product. Contrary to the previous research, this study found no difference in perception about product appeal and purchase intention between two groups. Theoretical Contribution/Originality: This research contribute in filling the gap of the impact of storytelling with simple narrative toward upcycled products especialy in Indonesia. Practitioner/Policy Implication: This study could provide some insights to business owners and marketers that building a story about the product or around the product can help build positive attitude toward the product and a simple or minimal narrative can function well. Research limitation/Implications: This research however has some limitations such as the variety of participants which limited to university students. Furthermore, this research did not take into account the prior knowledge and awareness of participants about repurposed products.
THE EFFECT OF VISUAL AND FUNCTIONAL CRITERIA OF PACKAGING: CONSUMER EXPECTATIONS OF ELEMENTS FOR DAIRY PRODUCT PACKAGING Farahani, Maryam Ghiasabadi; Shababi, Hooman; Ashtiani, Peyman Ghafari
ASEAN Marketing Journal Vol. 13, No. 2
Publisher : UI Scholars Hub

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Manuscript type: Research paper Research Aims: This study seeks to investigate the effect of visual and functional criteria on packaging and consumer expectations towards the packaging elements of dairy products for children. Design/methodology/approach: For this purpose a sample containing 334 children between 7- 12 years were used. Sampling method was random sampling and measuring tool was questionnaire. In order to data analysis and hypothesis testing, structured equations test by means of "Lisrel software" was used and the research results show that recyclability of product, easy to carry, packaging (product) form and illustrations on packaging variables haven't positive and significant effect on consumer's expectations toward packaging elements of product. Research Findings: On the other hand packaging (background) color and font style variables have positive and significant effect on consumer's expectations toward packaging elements of product. Thus, according to the results visual criteria have more effective role on packaging than functional criteria. Theoretical Contribution/Originality: As the general rule of all affecting factors in stimulatingVisual and Functional Criteria of Packaging of customers, this is a rare study which investigates and provides insights to clarify the exact role of the factors in the field. Practitioner/Policy Implication: Scrutinizing the motivators of Visual and Functional Criteria of Packaging 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 marketing policies and strategies for Iranian and the other firms al around the world. Research limitation/Implications: Lack of cooperation of some respondents; As well as the limited results to the respondents' perceptions of the questionnaire questions.
Does Live Stream Selling Affect Customer Engagement and Purchase Intention? The Shopee Live Platform Case Study Arisman, Arisman; Salehudin, Imam
ASEAN Marketing Journal Vol. 14, No. 2
Publisher : UI Scholars Hub

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Manuscript type: Empirical paper Research Aims: The purpose of this paper is to investigate how customer shopping values (utilitarian, hedonic, and symbolic) influence customer trust, engagement, and purchase intention for live stream selling on e-commerce marketplace platforms. Design/methodology/approach: The information was gathered online from 225 valid respondents. Respondents are Shopee users from Indonesia who have watched Shopee Live stream selling within the last two weeks. The data was analysed using Structural Equation Modelling (SEM) with LISREL 8.51. Research Findings: The findings revealed that only symbolic value affects purchase intention, both directly and indirectly, whereas hedonic value affects purchase intention directly. Utilitarian value influences purchase intent indirectly through product trust and customer engagement. Theoretical Contribution/Originality: This study adds to the body of knowledge about online commerce by expanding on previous research on live stream selling, particularly by small sellers on Indonesian e-commerce platforms. Practitioner/Policy Implication: According to the findings of this study, small sellers doing Live Stream selling should focus on symbolic and hedonic value to increase customer purchase intention. Research limitation/Implications: The study's respondents may only represent some of the population of Indonesian online shoppers. Future research could consider balancing the types of respondents. In addition to enhancing the insight, the research model could be expanded by including additional antecedents or moderators.
Evading the “Entrepreneurial Blocks” through Entrepreneurial Marketing Education in Vocational High Schools in an Emerging Country Haryanto, Jony Oktavian; Widyanto, Hanif Adinugroho; Suryanto, Hari; Santoso, Adhi Setyo
ASEAN Marketing Journal Vol. 14, No. 2
Publisher : UI Scholars Hub

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Entrepreneurial marketing education is considered an essential platform to stimulate successful entrepreneurs, especially for vocational high school (SMK) graduates in Indonesia, which has the highest open unemployment rate and mostly comes from low-income backgrounds. Hence, the researchers investigated why most SMK graduates, supposedly skilful, do not opt for entrepreneurship. This is an under-researched study that could carry enormous implications. The researchers interviewed participants from SMKs in Mataram, Indonesia, three entrepreneurship teachers and six students of entrepreneurship classes from grades 10 to 12. They referred to the extant literature as a basis for a proposed “Entrepreneurial Blocks” framework to explain the barriers and supporting factors for becoming an entrepreneur. Our findings show that entrepreneurial mindset, starting capital, challenges, risk aversion, and limited skills and resources were part of the entrepreneurial blocks. Conversely, working experience, desire for freedom, and the need for achievements were considered the factors to evade the entrepreneurial blocks for SMK graduates.

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