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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 Elements of Brand Anthropomorphism: Qualitative Investigation Into Local Brands Amongst Young Adult Consumers Mayasari, Iin; Haryanto, Handrix C
ASEAN Marketing Journal Vol. 14, No. 1
Publisher : UI Scholars Hub

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Abstract

Manuscript type: Research Article Research Aims: This study aimed to describe the elements of brand anthropomorphism and self-brand congruity based on the review of Guido and Peluso's conceptualization. Design/methodology/approach: This study collected the data from generation Y respondents through semi-structured depth interviewing. Research Findings: The critical finding provides the context of Asian consumers related to local brands. Emerging local brands can grow if the organization can manage them well. Theoretical Contribution/Originality: It describes the elements of brand anthropomorphism associated with the domain of consumer-brand relationships among Asian consumers. Practitioner/Policy Implication: The local brands should be perceived that all brands are not similar in the same category. Research limitation/Implications: The elements of brand anthropomorphism can create brand personality. Keywords: Brand anthropomorphism, brand congruity, brand personality.
The Use of Technology Acceptance Model to Explain Brand Attitude and Loyalty Intention in E-Commerce: The Gamification Case Sari, Nadia N
ASEAN Marketing Journal Vol. 14, No. 1
Publisher : UI Scholars Hub

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Abstract

Manuscript type: Research Article Research Aims: This paper analyzes the role of the Technology Acceptance Model (TAM), perceived enjoyment, perceived social influence, consumer intention to engage, and brand loyalty in the context of gamification in e-commerce. Design/methodology/approach: Online survey was conducted to collect data, and Partial Least Square (PLS) was used to analyze the effects among variables. Research Findings: The study found that perceived usefulness, perceived social influence, and perceived enjoyment had a positive effect on brand attitude, while perceived ease of use had an insignificant effect on brand attitude. The brand attitude was found to have a significant effect on loyalty intention. Theoretical Contribution/Originality: This research elaborated on the role of TAM in using the gamification method for intention to engage, brand attitude, and its effect on loyalty intention. Practitioner/Policy Implication: The company that applies gamification should develop a fun and interesting game to create engagement. Emotional bonding and a positive consumer feeling must be maintained to build consumer loyalty. Research limitation/Implications: The external factor such as subjective norm, design, image, job relevance, technology efficacy influence, the level of perceived usefulness, and ease of use. Keywords: Technology Acceptance Model (TAM), perceived enjoyment, perceived social influence, brand loyalty, gamification, e-commerce.
Antecedents of Customer Brand Engagement Affecting Customer Satisfaction, Trust, and Commitments in Forming Loyalty and Word of Mouth in Indonesia Lestari, Unik D; Syah, Tantri Yanuar R
ASEAN Marketing Journal Vol. 14, No. 1
Publisher : UI Scholars Hub

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Abstract

Manuscript type: Research Article Research Aims: The research objective was to determine customer brand engagement (CBE) drivers, which directly or indirectly generate word of mouth (WOM) on Instagram through trust, commitment, customer satisfaction, and loyalty. Design/methodology/approach: This research was conducted in Indonesia with 213 respondents who are active on Instagram accounts, have an age range between 20 and 60 years, and have an attachment to products from middle to upper-class brands in Indonesia. This quantitative research uses the Structural Equation Model (SEM) method. Research Findings: The results show that customer involvement and flow experience are the main drivers of CBE, which then directly generate WOM, customer trust, and customer commitment. CBE also indirectly forms WOM through trust and commitment. Theoretical Contribution/Originality: This study can explain the importance of customer involvement and experience in forming CBE to gain loyalty and word of mouth through Instagram in Indonesia. Practitioner/Policy Implication: The managerial implication of the research is about brand-building strategies, forming satisfaction, trust, and commitment to brand loyalty in the short and long term through disseminating information on social media such as Instagram. Research limitation/Implications: This study has limitations; first, the research data only relies on one social networking site (Instagram) in Indonesia to test hypotheses. Second, the survey was about middle-class and above-class product brands. Third, in this case, it has not discussed demographics about age.
The Role of Browsing in The Relationship Between Online Reviews to Impulse Buying Astuti, Rifelly Dewi; Nindyaswari, Sara Almira
ASEAN Marketing Journal Vol. 14, No. 1
Publisher : UI Scholars Hub

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Manuscript type: Research Research Aims: to analyse the impact of online reviews on Instagram on online impulse buying behaviour for the beauty product category, with the role of browsing as a mediator. Design/methodology/approach: A conclusive study with 441 respondents, analysed by SEM Research Findings: Browsing mediates the online review perceived value (both utilitarian and hedonic value) significantly toward the urge to buy impulsively, which will further enhance the impulse buying Theoretical Contribution/Originality: (1) this study enriches the relationship between online reviews and impulse buying, using browsing as the critical factor to link the relationship, and (2) consumers perceived both utilitarian and hedonic value in online reviews. Practitioner/Policy Implication: this study highlights the importance of online reviews in affecting the customer's online impulse buying behaviour, so brand marketers should monitor online product reviews, both positive and negative. Research limitation/Implications: First, this study only examined consumers' browsing and impulse buying behaviour toward online reviews on Instagram; thus, studies on social media platforms might have different results. Second, the antecedents of browsing are limited to the utilitarian and hedonic value of online review; other external variables could be further investigated to enrich our understanding. Lastly, this study is limited to the beauty product industry; another specific context might have a different result.
The Role of Hedonic Motivation As The Mediator In The Effect of Social Media Endorsement Short Video Toward Impulsive Repurchase Intention on Generation Z Nurasti, Anandita; Sobari, Nurdin
ASEAN Marketing Journal Vol. 15, No. 1
Publisher : UI Scholars Hub

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Manuscript Type: Research Paper Research Aims: To analyze how demand, convenience, interactivity, and playfulness in short videos influence perceived enjoyment, which in turn affects hedonic motivation and impulsive repurchase intentions, both directly and indirectly.Design/Methodology/Approach: This study used quantitative research with 278 respondents, analyzed using structural equation modeling (SEM). Research Findings: Demand, convenience, and playfulness significantly enhance perceived enjoyment, while interactivity does not. Perceived enjoyment positively influences hedonic motivation, which partially mediates its effect on impulsive repurchase intention.Theoritical Contribution/Originality: This study reveals that stimuli in short video endorsements, including demand, convenience, and playfulness, significantly boost perceived enjoyment and hedonic motivation in Generation Z, influencing impulsive repurchase intentions, particularly among female consumers.Practitioner/Policy Implication: Short videos fail to capture the interactions between influencers and audiences, so brands should be cautious when using them to boost consumer loyalty. For Generation Z, impulse repurchase intention is more influenced by the short video format than by hedonic motivation, highlighting the importance of playfulness. This research offers brands valuable insights for using short videos as a promotional strategy.Research Limitation/Implications: Interactivity in short videos differs from live streaming, and the specific clothing brand used is unidentifiable, raising concerns about respondents' brand recall. Additionally, the pre-test lacked confirmatory factor analysis (CFA), did not validate wording, and removed indicators without justification. Keywords: demand, convenience, interactivity, playfulness, perceived enjoyment, hedonic motivation, impulsive repurchase intention, short video, Generation Z.
Fandom Power: Examining Customer Engagement, Attitudes, and Purchase Intentions in K-Pop Fandom-Brand Collaborations Tertiano, Raffi Fairuza; Salehudin, Imam
ASEAN Marketing Journal Vol. 15, No. 1
Publisher : UI Scholars Hub

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Manuscript type: Empirical paper Research Aims: This study examines the impact of the Korean Wave (Hallyu) fandom in Indonesia, focusing on collaborations between Indonesian companies and K-Pop idols. It aims to understand how fan interactions influence purchasing behavior toward celebrity-endorsed products. Design/methodology/approach: The research employs Structural Equation Modeling (SEM) to analyze data from 1,016 respondents familiar with collaboration campaigns between Indonesian companies and K-Pop idols. It examines customer-to-customer identification (CCI), customer-to-community identification (CMI), attitudinal engagement, behavioral engagement, attitude toward brand, and attitude toward celebrity. Research Findings: The findings reveal that CCI is positively linked to CMI and enhances customer attitudinal engagement. Furthermore, CMI significantly impacts both attitudinal and behavioral customer engagement. while attitude toward celebrity predicts purchase intention, attitude toward brand does not. These results highlight the complex dynamics within K-Pop fandoms and their influence on consumer behavior. Theoretical Contribution/Originality: This study contributes to the literature by providing a deeper understanding of distinct types of fan identification and their impacts on different forms of customer engagement. It underscores the importance of celebrity endorsements in shaping purchase intentions within the context of the Hallyu phenomenon. Practitioner/Policy Implication: The insights from this research can inform marketing strategies for companies leveraging the popularity of K-Pop idols. Marketers should focus on enhancing fan identification and engagement, particularly leveraging celebrity influence to drive purchase intentions. Research limitation/Implications: The study is limited to Indonesian fans and specific collaboration campaigns. Future research could expand to other countries and different celebrity endorsements to validate and extend the findings. Keywords: K-pop, fandom, social identification, customer engagement, purchase intention
Understanding Telecommunication Customer Churn: Insights from LightGBM Predictive Modelling and SHAP Feature Interpretation Sinaga, Ruben; Widianto, Sunu
ASEAN Marketing Journal Vol. 15, No. 1
Publisher : UI Scholars Hub

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Manuscript Type: Research Article Research Aims: This research is expected to contribute to scientific insights on machine learning predictions, how to understand the contribution of variables and their interpretation in the overall context of customer churn in telecommunications companies. Design/Methodology/Approach: Data was collected from one Indonesian telecommunication company within a total of 50,000 sample data points. The data was analyzed using a machine learning algorithm to process, predict, and interpret the result based on the research scenario. Research Findings: These findings revealed that the SHAP framework significantly impacts the churn problem, allowing the marketing team to implement the right strategy based on customer personalization. Theoretical Contribution/Originality: This research enriches customer churn research in the telecommunications industry by introducing a combined method of the LightGBM model and SHAP framework, providing a thorough analysis of variable contributions to the customer churn model used, and addressing the lack of research that focuses on variable contributions. Practitioner/Policy Implication: This research provides an overview of the utilization of customer variables that can later be studied deeply by data or marketing teams to produce initiative projects based on data and machine learning models Research Limitation/Implication: Future studies could combine the feature selection method to filter the model’s features and remove redundant ones, thereby analysing the contribution of variables that truly impact customer churn. Keywords: telecommunication; customer churn; machine learning; shap framework; lightgbm
Effect of Influencer Marketing Strategy On Consumer behaviour In Fast Moving Consumer Goods firms In Ghana Bansah, Pearl Fafa; Gaffar, Vanessa; Disman, Disman; Yuliawati, Ayu Krishna
ASEAN Marketing Journal Vol. 15, No. 2
Publisher : UI Scholars Hub

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Manuscript type: Research paper Research Aims: This study examines the influence of influencer marketing strategies on consumer purchasing behaviour among fast-moving consumer goods (FMCG) companies in Ghana. Design/methodology/approach: This study employs an explanatory (causal) research design. A 31-item questionnaire split into four categories was used to collect quantitative data. An online questionnaire was sent to FMCG consumers in Ghana's Greater Accra and Ashanti Regions, aged 18–48 years and older. Multiple regression analysis was performed to establish relationships between the study variables. Research Findings: The findings showed that YouTube is the most popular social media platform among Ghanaian users, according to the findings of the study. Several factors, such as attractiveness, credibility, expertise, reach, and engagement, affect the influence of Ghanaian influencers on consumer purchasing behaviour in FMCG firms. It has been demonstrated that these factors have a positive and statistically significant effect on the purchasing behaviour of customers Theoretical Contribution/Originality: This study enhances the theoretical understanding of influencer marketing's efficacy and provides valuable insights for practitioners and marketers seeking to leverage influencer marketing to improve their brand's performance in the competitive FMCG market. Practitioner/Policy Implications: This study emphasises the need for strategic and authentic influencer marketing for Ghana's FMCG firms. To increase customer engagement, organisations must carefully identify influencers, emphasise trust and authenticity, improve product-related content, and encourage interactive involvement. Research limitation/implications: The concentration of FMCG firms in Ghana limits the generalisability of the study's findings to other industries or countries
The Influence of Risk Aversion on Brand Loyalty with Brand Trust and Brand Affect as Mediating Variables Wicaksono, Nurfuad
ASEAN Marketing Journal Vol. 15, No. 2
Publisher : UI Scholars Hub

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Currently cosmetic products are no longer only intended for women, but also for men. Thus, creating opportunities and a conducive environment for the emergence of new companies. With the increasing number of companies in the men's cosmetic industry today, how to build brand loyalty is one of the biggest challenges companies will face. This study aims to explore the relationship between risk aversion and brand loyalty, and test whether this relationship is mediated by brand trust and brand affect on the purchase of cosmetic and body care products by men. The selection of the sample was carried out using a purposive sampling method with 130 respondents whose criteria were male students at Ciputra University Surabaya. Data analysis used the SEM-PLS variant-based structural equation method with the SmartPLS 4 program. The results showed that risk aversion was statistically significant in influencing brand trust, brand affect, and brand loyalty. Brand trust and brand affect are also statistically significant in influencing brand loyalty. By analyzing brand loyalty and the variables that influence it, cosmetic and men's body care product companies can understand how to develop brand loyalty, especially by paying attention to the aspects of risk aversion, brand trust, brand affect, and brand loyalty.
Engagement And Customer Satisfaction Behaviour Model Increasing Repurchase Intention In The Health Services Industry In Jakarta Jatmiko, Jatmiko; Sugiyanto, Sugiyanto; Putra, Adrie; Tamzil, Fachmi
ASEAN Marketing Journal Vol. 15, No. 1
Publisher : UI Scholars Hub

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Manuscript Type: Research Article. Research Aims: Testing the influence of E-Service Quality, Customer Engagement and Perceived Quality on Repurchase Intention through Customer Satisfaction in the health services industry in Jakarta, in order to develop a marketing strategy based on customer satisfaction. Design/Methodology/Approach: Data was collected through an online survey from 150 outpatients who were at least 17 years old and had undergone inpatient treatment once a year in 2023, or underwent outpatient treatment once in the last 6 months. Data was analyzed via PET Analysis. Research Findings: E-service quality, customer involvement, and perceived quality positively influence repurchase intention by enhancing customer satisfaction, as indicated by research results. To boost repurchase interest in the health services sector, the hospital medical staff needs to provide customer satisfaction, leading to increased likelihood of repurchasing and recommending to others. Theoreticial Contribution/Originality: E-service quality, engagement, and customer satisfaction positively influence repurchase intentions. Therefore, practitioners and policy makers should prioritize enhancing these factors to boost corporate performance. Practitioner/Policy Implication: The health services industry in Jakarta must increase customer satisfaction through improving Electronic Service Quality (E-Service Quality), customer engagement and perceived quality. Furthermore, at the policy maker level, they must prioritize improving these factors to improve company performance. Research Limitation/Implications: Sample size, quantitative methods need to be developed to include other factors that determine purchase intention such as price and brand. Keywords: E-Service Quality, Customer Engagement, Perceived Quality, Customer Satisfaction, Repurchase Intention

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