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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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The Effects of Country of Origin and Social Media Opinion Leaders on Purchase Intention for Wuling Vehicles
ASEAN Marketing Journal
Publisher : UI Scholars Hub

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Manuscript type: Research Article Research Aims: This research objective was to analyse the influence of country of origin, trust, price perception, perceived quality and social media opinion leader on Wuling purchase intention. Design/methodology/approach: This study was conducted quantitatively by distributing questionnaires to 234 respondents who are over 20 years old and know about Wuling and selected YouTube channels. Data was analysed using Structural Equation Modelling (SEM) method with the LISREL software application. Research Findings: The results of this study indicate that there is a positive significant impact relationship between country of origin (country-related products) and trust in the purchase intention of Wuling vehicles as well as the relationship of the negative significant impact of country of origin (country-related effect) on trust and social media opinion leaders on purchase intention of Wuling vehicles. Theoretical Contribution/Originality: The findings of this study can explain the importance of country of origin cues and social media opinion leader effect on customer behaviour in their decision-making. Practitioner/Policy Implication: The managerial implication of the research is that Wuling has to reduce brand associations with China to compete in Indonesia, and Wuling has to improve the product quality, after-sales service, ease of getting spare parts and continuous innovation to get an impact and positive response. Research limitation/Implications: This study has limitations; first, the research data only relies on one platform (YouTube) in Indonesia to test hypotheses. Second, the survey was about vehicles.
Neuromarketing Study: The Effect of Jingle on Consumer Behavior
ASEAN Marketing Journal
Publisher : UI Scholars Hub

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Manuscript type: Research Article Research Aims: This research investigates the impact of a jingle associated with a top-brand product on consumer behavior, as assessed through short-term memory activity in the brain. Design/methodology/approach: Data were collected from six participants, three men and three women aged 19-24. The Contec KT88-1016 Digital 16-Channel EEG machine and the Mapping System device were used to retrieve the data. The channel selection was employed to identify the optimal channel based on L2-norm energy calculations performed on the EEG channels within the short-term memory area. Research Findings: The frontal area exhibited higher energy levels than other areas, with the highest point observed in channel F4. A jingle in a product was found to stimulate short-term memory, influencing consumer behaviour. This influence was evidenced by the representation of channel energy in the EEG, showing a higher value compared to the average energy value in general. Theoretical Contribution/Originality: This study successfully demonstrated that EEG signals stimulated by jingles could assess consumer behaviour responses when provided with auditory incentives. The findings are explicitly linked to activating the brain's short-term memory area. Practitioner/Policy Implication: Brands with top brand categories have higher signal energy than non-top brands. Research limitation/Implications: Only limited to the data collection process carried out by environmental engineering, which is made closer to the actual situation.
Gamification: Saving in Digital Banking is Like Playing A Game
ASEAN Marketing Journal
Publisher : UI Scholars Hub

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Manuscript type: Research Paper Research Aims: The purpose of this paper is to explore the effect of gamification, such as badges, elements and challenges that are applied to banking features, on customers' intention to save Design/methodology/approach: This research explores how gamification is applied in digital banking. The study was conducted to test the effect of using the principles of badges, levels and challenges applied to savings can motivate millennials to save. Respondents are XYZ digital bank customers who were born between 1980 -2000. Data from 172 samples were analysed using partial least squares structural equation modelling, Research Findings: The results showed that gamification used in banking positively affects consumer decisions to save. Badge-element strongly predicts how gamification is perceived as motivation in saving activities. The results also show that levels-elements affect the customer's willingness to save, while the challenge element affects the least interest in saving. Theoretical Contribution/Originality: Research on the use of technology in the banking sector can contribute to banking facing intense competition. Further research is needed to explore gamification to improve young consumers' financial well-being and good saving behaviour. Practitioner/Policy Implication: The research supports the use of gamification in the banking sector because gamification can encourage young customers to save money. Research limitation/Implications: Even though gamification is a trending topic, its use in the banking sector must adhere to prudence principles.
How Do Firms Use Social Media: Topic Modeling of Twitter Brand Posts of Four Indonesian Skincare Brands Lestari, Annisafira L; Hananto, Arga
ASEAN Marketing Journal
Publisher : UI Scholars Hub

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Manuscript type: Empirical paper Research Aims: This paper aims to identify the topics of social media posts (on Twitter) from local skincare brands in Indonesia. Design/methodology/approach: This descriptive study applied text analysis methods, specifically frequency analysis and topic modeling with the Latent Dirichlet Allocation (LDA) method. Data were collected from the top four skincare brands with over 10,000 followers using Twitter Academic API interfaced through the Twarc package in Python. The dataset contained 1290 tweets from Wardah, 17,491 tweets from Avoskin, 1,968 tweets from Somethinc, and 590 tweets from Whitelab. The data analysis used quanteda and topicmodels packages from R software. Research findings: The findings revealed that the brands’ tweets can be categorised into 8-10 topics, which can be distilled further into three significant functions proposed by Saxton and Waters (2014): information, promotion and mobilisation, and community building and dialogue. Theoretical Contribution/Originality: This study adds to the body of knowledge regarding social media marketing by adding insights into how local Indonesian brands carry out their social media marketing efforts. Practitioner/Policy Implication: The findings implied that marketing managers should emphasise providing timely and relevant information as a base that can be used to build dialogic communication efforts with their audience. Research limitation/Implications: This study only looked at four brands in the local skincare product category. In addition, this study applied automated topic modeling with LDA, which needed an a priori number of topics, which might affect the topic labelling. Furthermore, this study’s scope was limited to categorising the brand posts without examining the effects of brand post types on engagement metrics. Future studies can examine more samples by observing other product categories, applying thematic analysis to code each tweet, and comparing the results to topic modeling results. Lastly, future studies can examine the relationship between brand post types/categories and engagement metrics such as likes, comments, and retweets. Keywords: Cosmetics Brands, Social Media Marketing, Skincare, Topic Modeling, Twitter
The Role of Live Streaming in Building Consumer Trust, Engagement, and Purchase Intention in Indonesian Social Commerce Thrift Clothes Sellers Yasser, Amyra Salsabela; Gayatri, Gita
ASEAN Marketing Journal
Publisher : UI Scholars Hub

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Manuscript type: Research Article Research Aims: Examine the relationship between shopping values consumers perceive during live streaming and their trust, engagement, and intention to purchase from Indonesian social commerce thrift clothes sellers. Design/methodology/approach: Data was gathered through an online survey from consumers who have watched a live-streaming session of an online thrift clothes shop on Instagram. Data were analysed using covariance-based Structural Equation Modelling (SEM). Research Findings: The output shows that only the utilitarian value of live stream positively affects trust in products and sellers. The variable engagement was only significantly affected by hedonic value. Additionally, the only significant indirect relationship is between utilitarian value and consumer engagement mediated by trust in products. Lastly, utilitarian value, symbolic value, and engagement positively affect the intention to purchase from Indonesian thrift clothes shops on Instagram, while hedonic value affects it negatively. Theoretical Contribution/Originality: This study extended several research models by utilising the Stimulus – Organism – Response framework to see how perceived values of live streaming on s-commerce affect consumer engagement and purchasing intention when mediated by consumer’s trust in the seller and product. Practitioner/Policy Implication: Marketers and entrepreneurs who sell thrift clothes on Instagram should utilise the Instagram Live feature while focusing on the utilitarian value to increase consumer engagement and intention to purchase. Research limitation/Implications: Demography, number of samples, and differences in live streaming style and thrift clothes brands still need to be addressed.
Factors Affecting the Recognition of International Opportunities by SME Entrepreneurs: Case Studies from the Creative Industries in Indonesia Astuti, Novika Candra; Sakti, Intan Widuri; Suhardi, Agatha Rinta; Sari, Oktora Yogi; Oktaviani, Desy; Darajat, Zakiah
ASEAN Marketing Journal
Publisher : UI Scholars Hub

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Manuscript type: Qualitative paper Research aims: To explore the factors influencing the recognition of international opportunities among entrepreneurs in emerging markets, focusing on small and medium-sized enterprises (SMEs). Design/methodology/approach: This study employs multiple case studies, investigating six Indone- sian SMEs in the creative industries. Research Findings: Entrepreneurs often recognize international opportunities through serendipi- tous events such as encounters with local agents, communications with foreign clients via Google Ads/Facebook Ads, invitations from government entities, and referrals from acquaintances. These international opportunities are often acknowledged based on prior business experience from initial internationalization, the use of social and business networks, and digital marketing strategies. While initial expansion into the global market was impromptu, subsequent entries became deliberate strate- gies involving social and business networks, previous international experience, and digital marketing platforms such as TikTok Shop, Facebook, and Instagram. Theoretical Contribution/Originality: This study provides a comprehensive understanding of how SMEs in emerging markets recognize international opportunities, emphasizing the role of serendipi- tous events and digital marketing in the internationalization process. practitioner/policy Implication: Policymakers and practitioners should support SMEs in leverag- ing digital marketing platforms and building strong social and business networks to enhance their recognition and pursuit of international opportunities. Research limitation/Implications: The study is limited to Indonesian SMEs in the creative indus- tries, which may impact the generalizability of the findings. Future research could investigate similar dynamics in other sectors and emerging markets to validate and extend these insights.
The Effect of Social Media Brand Engagement on Customer Brand Loyalty: A Study on Skincare Brands Customers in Indonesia Atmaja, Dodi Ria; Sari, Riska Ware Arum
ASEAN Marketing Journal
Publisher : UI Scholars Hub

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Abstract Manuscript type: Research Paper Research Aims: This research aims to examine the impact of brand engagement on social media on consumer brand loyalty (BL), by investigating the moderating roles of brand co-creation, brand trust, and brand experience variables. Design/methodology/approach: The study employed a purposive sampling method, involving 230 respondents. The data was analyzed using Structural Equation Modeling (SEM). Research Findings: The results show that brand experience can moderate the impact of brand co-creation (BCC) on brand loyalty (BL). However, social media brand engagement does not always have a direct impact on brand loyalty (BL), suggesting that other factors may influence consumer attitudes in the social media brand engagement dimension. Theoretical Contribution/Originality: This research contributes to the existing knowledge gap by examining the moderating effects of brand co-creation, brand trust, and brand experience on the relationship between social media brand engagement and consumer brand loyalty. Practitioner/Policy Implication: The managerial implications of this research for business people and brand owners are to maintain positive social media brand engagement to maintain consumer loyalty and brand stability. Research limitation/Implications: Future research is expected to involve more specific respondents and employ different measurement techniques. Keywords: Brand engagement, social media, brand loyalty, brand co-creation, brand trust, brand experience.
For Mod’s Sake! The Role of Perceived Brand Image, Brand Identification, and Online Community Environments in Building Brand Love
ASEAN Marketing Journal
Publisher : UI Scholars Hub

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Revisiting Integrated Mobile Advertising Model in Indonesia: A Replication Study
ASEAN Marketing Journal
Publisher : UI Scholars Hub

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Manuscript type: Research Article Research Aims: Kim's previous study proposed a web advertising model such as personalization and flow theory toward purchase intention and its antecedents. The current research will re-assess the model in Indonesia. Design/methodology/approach: Using Structural Equation Modelling (SEM) toward 211 respondents Research Findings: This study showed that credibility is insignificant to advertising value and flow experience, and entertainment and incentives are insignificant to flow experience. Thus, informativeness is insignificant to advertising value and flow experience. Hence irritation is also insignificant to advertising value and flow experience. However, personalization showed a significant effect on flow experience but insignificant toward advertising value. Theoretical Contribution/Originality: Insignificant effect of the web advertising model, such as personalization and flow theory toward purchase intention and its antecedents Practitioner/Policy Implication: The promotion process on smartphone media to implement the web advertising model.
The Drivers of Repurchase Intention During The Corona Pandemic: An Examination of Gender Difference
ASEAN Marketing Journal
Publisher : UI Scholars Hub

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Manuscript type: Research Article Research Aims: To examine the drivers of repurchase intention and test the difference between male and female consumers on the relationships between consumption value, satisfaction, and repurchase intention. Design/methodology/approach: This study employs a descriptive research design. Data were collected from 214 consumers who purchased food from the restaurant using the online application. Structural Equation Modeling has been employed to test the proposed hypotheses. Research Findings: This study finds that repurchase intention is driven by perceived consumption value and satisfaction for all consumers. The result suggests that male and female consumers perceived different perceptions of the relationships between consumption value, satisfaction, and repurchase intention. Theoretical Contribution/Originality: The findings of this study contribute to the body of knowledge in marketing literature by enlarging the linkage between consumer behavior and market segmentation theory. Understanding market segmentation, specifically based on gender differences, will help marketers formulate a better marketing strategy relevant to the market's characteristics. Practitioner/Policy Implication: Restaurant managers are suggested to increase their delivered consumption value, including functional value, social value, emotional value, safety value, and information value. Website providers are encouraged to increase delivered emotional value for consumers as they seek convenience in delivery service, transaction, and payment. Research limitation/Implications: This study was conducted in Indonesia using cross-sectional data; therefore, future research might replicate and enlarge the model of study to be implemented in a cross-cultural context using a longitudinal approach.

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