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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 183 Documents
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The Effect of Interpersonal Interaction Factors on Buyers Purchase Intention in TikTok Livestreaming of Local Fashion Product Talitha, Moza Abel; Irianty, Ira
ASEAN Marketing Journal Vol. 17, No. 2
Publisher : UI Scholars Hub

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Abstract

This study aims to determine the interpersonal interaction factors that influence purchase intentions of local Indonesian fashion products on TikTok live stream shopping, based on the SOR theory. The sample of this research is the audience of TikTok live stream shopping of local Indonesian fashion products, living in Jabodetabek, and aged between 18 to 34 years. There were 295 respondents and data were analyzed using PLS-SEM software. According to this study, Perceived similarity is positively related to Swift guanxi. In addition, Perceived similarity and Perceived responsiveness are positively related to Initial Trust. Swift guanxi and Initial Trust are positively related to Purchase Intention. In addition, swift guanxi has a mediating role for Perceived similarity in Purchase Intention. Finally, Initial Trust positively mediates the effects of Perceived responsiveness and Perceived similarity on Purchase Intention.
Donation Collection Method: Nudging to Minimize Cost Aversion Balqiah, T. Ezni; Kusumawardhani, Dianti E
ASEAN Marketing Journal Vol. 17, No. 2
Publisher : UI Scholars Hub

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Abstract

Manuscript type: Research Article Research Aims: to analyze the effect of donation collection method (allocation vs addition) and the level of materialism on attitude, total donation amount, program donation amount, and cost donation amount. Design/methodology/approach: This study used a between-subjects design with randomization. Data was collected through questionnaires administered to participants 18 years old and above, who are Indonesian citizens, resulting in 208 participants (102 participants in the Addition condition and 106 participants in the Allocation condition), and analyzed by ANCOVA. Research Findings: the result demonstrated only four hypotheses are supported that the significant role of the ADDITION donation collection method in shaping attitudes and increasing donation amount, in the form of intentions, and promoting higher donation behavior compared to ALLOCATION. Furthermore, materialism could enhance the donation amount only in ALLOCATION collection method. Theoretical Contribution/Originality: Using the Choice Architecture Theory, Framing Theory, and Nudging this study develop framework to strengthen the explanation of the effect of donation collection method on donation amount, and minimize cost donation aversion. Refer to Prospect Theory, framing of donation collection method shows how framing changes risk preferences. Practitioner/Policy Implication: If the foundation wants to collect donations for social activities that incur costs, the foundation can use a message design using the ADDITION method. This can increase positive responses in the form of a larger donation amount. Research limitation/Implications: This study employed a quasi-experimental online intervention that limited control over external variables, used a manual online randomization process, focused on post-intervention, did not conduct a baseline study, and was cross-sectional. Future studies should consider conducting a baseline study, longitudinal studies, and using a survey platform for randomization.
Urban Transportation and Marketing Efficiency among Tomato Marketers in OYO State, Nigeria Idiaye, Chuks O; Oluwatayo, Isaac Busayo; Tijani, Nafisat O
ASEAN Marketing Journal Vol. 17, No. 2
Publisher : UI Scholars Hub

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Abstract

The study examined the effect of urban transportation on tomato marketing efficiency using major markets in Ibadan metropolis in south-west Nigeria as case study. The data used were collected from a total of 170 tomato marketers using a structured questionnaire. The locations of the markets included Ibarapa Central, Ibarapa East, Ibarapa North, Ido, Lagelu, and Akinyele. Descriptive statistics, Shepherd’s measure of efficiency and Multinomial regression were used to analyze the data collected. Findings from the study revealed that transportation plays a crucial role in the marketing of tomato in Oyo state, Nigeria and that mini-cabs are the most preferred means of transportation amongst the tomato marketers. Also, it was found that, on average, the sampled tomato marketers were 38% market efficient, implying that the majority of the tomato marketers were operating at a relatively low level of efficiency. The study recommended that government agencies invest in improved urban transportation systems to moderate costs and other constraints that might be experienced in the course of tomato marketing activities.

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