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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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Effects of Animosity and Allocentrism toward Consumer Ethnocentrism in Shaping Consumers’ Willingness to Purchase: A Case Study on Consumers in Greater Jakarta (Jabodetabek Area) in Purchasing Malaysian Products Selli, Maeyta; Kurniawan, Heri
ASEAN Marketing Journal
Publisher : UI Scholars Hub

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Abstract

This paper aims to: (1) specify factors mediating the effects of consumer animosity towards the consumers’ willingness to purchase imported products; (2) specify factors mediating the effects of allocentrism towards consumers’ willingness to purchase imported product; and (3) examine whetherproduct quality comparison between domestic vis-à-vis imported products moderates the relationships between: (a) consumer animosity and consumers’ willingness to purchase (b)ethnocentrism and consumers’ willingness to purchase. A survey was conducted to 209 respondents that have boughtMalaysian products in the past three months and lived in Jabodetabek (Jakarta, Bogor, Depok, and Bekasi) area. The result shows that ethnocentrism mediated the relationship between animosity and consumers’ willingness to purchase; while it does not work as a mediator in the relationship betweenallocentrism and consumers’ willingness to purchase. In addition, product quality comparison does not moderate the relationship between animosity and consumers’ willingness to purchase as well as ethnocentrism and consumers’ willingness to purchase. Interpretations, contributions, and implicationsfor manager are also discussed.
The Effects of Applying Revenue Management on Customer Satisfaction in Airline Industry: An Experimental Study in Indonesia Lupiyoadi, Rambat; Putra, Bramana
ASEAN Marketing Journal
Publisher : UI Scholars Hub

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Abstract

This research mainly discusses about the effects of applying revenue management, specifically in the contexts of inventory control (variation in ticket prices for the same flight and class) and denied boarding (permissibility of reservations exceeding carrying capacity as a hedging practice over the possibility of tickets cancellation) on the customers’ satisfaction toward airlines in Indonesia. Experimental method was applied on the research, involving students from University of Indonesia asparticipants. The results showed that inventory control policy partly affected customer satisfaction, while the denied boarding policy fully affected their satisfaction. These research findings can contributeto further studies on consumers’ behaviour in dynamic airlines industry, mainly in emerging markets such as Indonesia
Consumer Empowerment Profile in Rural and Urban Area Simanjuntak, Megawati; Amanah, Siti; Puspitawati, Herien; Asngari, Pang S
ASEAN Marketing Journal
Publisher : UI Scholars Hub

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Abstract

The purpose of this research was to analyze the profile of consumer empowerment and the influence of demographic characteristics, socio-economic status and cosmopoliteness on consumer empowerment in rural and urban area. The research finding indicated a low consumer empowerment in urban and rural area. In general, most respondents who were not categorized as empowered consumer were aged >37 years old, working in rural areas, included in income category ranged IDR 397,874.57/capita/month both in rural and urban areas, family size of ≤ 4 persons in rural areas,length of education ≤9 years in rural areas and not cosmopolite in rural areas. Higher level of education and the more cosmopolite the respondents would increase consumer empowerment both in ruraland urban area. One of the attempts in empowering consumers is by intensifying consumer education involving government, NGOs, and private sector.
Does Luxury Brand Perception Matter In Purchase Intention? A Comparison Between A Japanese Brand And A German Brand Sari, Diana; Kusuma, Brata
ASEAN Marketing Journal
Publisher : UI Scholars Hub

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Abstract

The research regarding luxury products in developed economies can be found in many literatures, nevertheless similar research in developing economies are still limited. Since this topic is still underexplored, particularly in developing economies, the purpose of this study is to investigate Indonesian consumers’ perception of two different luxury brands that comes from different countries, namely BMW (Germany) and Lexus (Japan). Data was collected from diverse Indonesian BMW and Lexus owners. The consumers’ general brand perception and perceived values of luxury car are examined in this study. Data analysis used structural equation modeling (SEM). Results indicated that Indonesian consumers considered Japanese luxury car’s (Lexus) conspicuous value higher than German luxury car (BMW). Nevertheless, BMW was considered to have higher value in all of the rest of the aspects studied such as quality value, social value, and hedonic value. Even though so, the result of the study finds that Lexus owners have a higher purchase intention than BMW owners. The research concludes that luxury brand perception is highly affecting consumers’ purchase intention in this luxury automotive industry.
The Effects of Knowledge, Religiosity Value, and Attitude on Halal Label Reading Behavior of Undergraduate Students Simanjuntak, Megawati; Dewantara, Muhammad Mardi
ASEAN Marketing Journal
Publisher : UI Scholars Hub

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Abstract

Halal label is a label on food that justified according to Islamic law, qualified and did not harm our health. The purpose of this research was to analyze the effect of intrinsic factors (individual characteristics and family characteristics), extrinsic factors, knowledge, religiosity and the attitude towards behavior of reading the halal label on food products of undergraduate students. This study used cross sectional study with survey method. The research involved 400 students of Bogor Agricultural University that were chosen by multistage random sampling with gender as a layer. There was significant difference between female and male in knowledge, religiosity value, and attitude in reading halal label, whereas the behavior in reading label had no significant difference. Age, religiosity value, and attitude were found affected significantly behavior of reading halal label on food products.
Global Brands and Consumer Ethnocentrism of Youth Soft Drink Consumers in Greater Jakarta, Indonesia Tasurru, Hammam Haris; Salehudin, Imam
ASEAN Marketing Journal
Publisher : UI Scholars Hub

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Abstract

Indonesia is a large market for consumer products targeting youth consumers, with populations of more than 70 million young inhabitants and market size of USD 155 billion. The large size of this potential market attracts foreign products with globallyrecognized brands to enter the Indonesian market. The objective of this study is to explain the purchase intention of youth consumers toward a particular brand of soft drink with global penetration by their perceptions and ethnocentrism. This study obtained response from 156 youths in Greater Jakarta, Indonesia. The resulting data was analyzed using structural equation modeling with LISREL software package. The study found that consumer ethnocentrism decreases purchase intention, both directly and indirectly through brand image. Contrary to the hypothesis, consumer ethnocentrism does not influence corporate image of the global firm, which significantly influences brand image but only slightly impacts purchase intentions directly.
Vietnamese Attitudes and Behavioural Patterns towards Counterfeit Brands Huynh, Giang; Wilson, Jonathan A.J.
ASEAN Marketing Journal
Publisher : UI Scholars Hub

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Abstract

This study examines Vietnamese female consumers’ attitudes towards counterfeit branded products; by investigating the influence of brand image, product involvement and price advantage towards decision-making processes associated with purchasing and ownership. An inductive anti-positivist approach was adopted, employing qualitative methods; drawing from in-depth interviews distilled and synthesized using Word Cloud software, as Geographic Information System (GIS) based Spatial Analyses. Findings suggest that Price Advantage plays a determining and predominant role in encouraging consumers’ purchase intention of a counterfeit product. In addition, Brand Image has positive effect on the purchase intention as well; while product involvement plays no significant role in the process. Further observations point to there being paucity of literature that focuses on Vietnamese and ASEAN markets. With this is mind, a new conceptual framework was developed to reflect the nuances of the Vietnamese consumer experience; which it is suggested will be of value to scholars, practitioners and further studies.
The Use of Travel Guidebooks by Tourist Visiting Yogyakarta Putri, Gabriela Intani; Dewi, Ike Janita
ASEAN Marketing Journal
Publisher : UI Scholars Hub

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Abstract

This research aims to know to what extend tourist use travel guidebooks for their visit to Yogyakarta, as one of tourism destination in Indonesia. This research was conducted by taking tourist who has been to or during their visit to Yogyakarta. Qualitative interviews with three travel experts precede this research in order to gather the purpose of using travel guidebooks by tourist visiting Yogyakarta. The results are 31 purposes of using travel guidebooks. After conducting factor analysis and reliability tests, seven factors comprising 26 statements were extracted which are: functional needs, forward-looking needs, learning needs, autonomy needs, tension reduction needs, security needs, and objectification needs.
Influences of Antecendent and Outcome Factors on The Speed of New Product Development: A Study of SME Companies in Indonesia Kurnia, Pepey Riawati
ASEAN Marketing Journal
Publisher : UI Scholars Hub

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Abstract

The research’s objective is doing an empirical test toward research conducted by Menon & Lukas (2004), which generates 6 propositions of antecedent and outcome factors in the velocity of new product development. The literature theory based on theory of new product development speed (PDS) with antecendent and outcome factors. The research towards 63 respondent managers of Small and Medium Enterprises (SME) companies in Jabodetabek, Indonesia. Six propositions are developed into 6 hypotheses, which are then subject to a statistical test using LVS. Goodness-of-fit test informs that 6 hypotheses are eligible and so does the Measurement-fit test. Test towards 6 hypotheses using significance level of 0.05 with t value of > 1.96 confirms that the data support 5 hypotheses, except for hypothesis number 6 which states that Product Development Speed has no influence on the Orga- nizational Stress. The results provide managerial, theoretical insight and implication that are useful for New Product Development Speed.
The Relationship between Brand Equity, Customer Satisfaction, and Brand Loyalty on Coffee Shop: Study of Excelso and Starbucks Susanty, Aries; Kenny, Eirene
ASEAN Marketing Journal
Publisher : UI Scholars Hub

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Abstract

This study investigates the effect of the Brand Equity on the Customer Satisfaction and the Brand Loyalty of Starbucks and Excelso coffee shops’ customers. Starbucks is the strongest competitor of Excelso. Data used in this study was primary data which were collected through closed questionnaires with 1-5 Likert scale. A sample of this study was 270 respondents, 135 respondents for each brand. The study used Structural Equation Modelling (SEM) operated by LISREL program to analyze the hypothesis. The results of this study showed that The Physical Quality, the Ideal Self-Congruence, and the Lifestyle Congruence have a positive and significant impact on the Customer Satisfaction on Excelso and Starbucks. Staff behaviour only have a positive and significant impact on the Customer Satisfaction in the Excelso, whereas, brand identification only have a positive and significant impact on the Customer Satisfaction in the Starbucks. However, in both of coffee shop brand, the Consumer Satisfaction have a positive and significant impact on the Brand Loyalty.

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