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Management Research Center Department of Management Faculty of Economics and Business Universitas Indonesia Gedung Departemen Manajemen Jl. Prof. Dr. Sumitro Djojohadikusumo Kampus UI Depok 16424 Indonesia
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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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Measuring Brand Loyalty of Coffee Shop Visitors in Jakarta Suhud, Usep; Puter, Cattleya Dewi; Wibowo, Setyo Ferry
ASEAN Marketing Journal
Publisher : UI Scholars Hub

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Abstract

This study is intended to investigate the impact of brand trust, brand affect, self-image congruity, and functional congruity toward brand loyalty of coffee shop visitors. Participants were approached conveniently in several modern coffee shops in August-September 2014 in southern Jakarta. In total, there are four hypotheses to be tested using 200 usable valid questionnaires. As a result, three hypotheses were accepted – the links between brand trust and brand loyalty, self-image congruity and functional congruity, and functional congruity and brand loyalty. This study suggests an alternative model in order to have all hypotheses significant and positive. Brand affect and self-image congruity should not be directly linked to brand loyalty concurrently. Coffee shop managements should consider brand trust and functional congruity as two important factors in maintaining brand loyalty.
Consumer Preference for Genetically Modified Halal Yogurt Drinks Hassan, Siti Hasnah; Iqbal, Qaisar
ASEAN Marketing Journal
Publisher : UI Scholars Hub

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Abstract

This study strives to understand the importance placed by consumers on the features of a product when purchasing yogurt drinks. In addition, their attitude towards genetically modified foods, generally, and their purchase intention towards genetically modified yogurt drinks, in particular, was also determined. Convenience sampling was employed; 120 usable responses were received from the self-administered survey. The research findings showed that nutrition was deemed as being the most important product feature that influenced the decision in purchasing yogurt drinks. This was followed by freshness, price, flavor, variety, and origin. Furthermore, it was found that respondents presented a neutral attitude and purchase intention towards genetically modified yogurt drinks. The recommendations to market practitioners, research limitations, as well as suggestions for future studies are also discussed.
Contextual Marketing Based on Customer Buying Pattern in Grocery E-Commerce: The Case of Bigbasket.com (India) Vanessa, Nesya; Japutra, Arnold
ASEAN Marketing Journal
Publisher : UI Scholars Hub

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Abstract

The objectives of this research are to identify customer purchase behavior, obtain the number of customer clusters, and form customer profile in order to find situation-based customer purchase be- havior pattern. From the given data, the RFM method and K-Means clustering are used to identify the customer purchase behavior and profiles. The result of this research showed that the customer clusters are formed differently in every product category based on the RFM value and K-Means clustering. There are also differences in peak hour for each customer cluster. The best time to deliver notifica- tions and personal messages is near the peak hour. Indeed, this matter is useful to create contextual marketing and targeted advertising that is designed based on customer cluster and purchase behavior.
Antecedents And Consequences Of Tourist Satisfaction: A Literature Review Adinegara, Joko; Suprapti, Ni Wayan Sri; Yasa, Ni Nyoman Kerti; Sukaatmadja, I Putu Gde
ASEAN Marketing Journal
Publisher : UI Scholars Hub

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Abstract

The concept of satisfaction is being practiced worldwide at very large scale and has drawn significant attention from academics and practitioners, because it played an important role in company marketing strategies and it was recognized as driving force of loyalty. Although the antecedent of satisfaction was widely learned, the antecedent of satisfaction is still debate by the researcher. The aim of this article is to develop more integrative constructs of satisfaction and its consequences and how the correlations among constructs that form the satisfaction. By understanding the factors that form the satisfaction and its consequences, is expected to be composed of a marketing strategy that can be implemented in an effort to increase the satisfaction and loyalty of tourist destinations. This article also gives direction for future study and managerial pointers for setting up a construct of satisfaction.
A Study on Product Innovation Portfolio and Customer Value Creation: Bridging Entrepreneurial Risk-Taking Orientation and Marketing Performance Killa, Maklon Felipus
ASEAN Marketing Journal
Publisher : UI Scholars Hub

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Abstract

The aims of this study is to investigate the role of product innovation portfolio and customer value creation in bridging the gap of research entrepreneurial risk-taking orientation and marketing. Wood crafts firms that are in the city of Bandung, Yogyakarta and Solo which has been regarded as a creative city in Indonesia used as a sample. Sampling was done by using a combination of purposive sampling and convenience sampling. Data were collected using a questionnaire given directly to the respondent. The total data used for analysis about 172 respondents. Data analysis used in this research is Structural Equation Modeling (SEM) with the AMOS program. The results show that product innovation portfolio serves as mediating on the relationship between entrepreneurial risk-taking orientation and marketing performance. Futhermore, the results also find that customer value creation has a positive effect on marketing performance.
Predicting Tourist Loyalty to a Small Emerging Destination – The Importance of Destination Image Nghiem-Phu, Binh
ASEAN Marketing Journal
Publisher : UI Scholars Hub

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Abstract

In the Southeast Asia region, Vietnam is a developing country and also a developing tourism destination. The number of international tourists to Vietnam has been increasing in recent years. However, the post-trip issues (e.g., not returning, bad word-of-mouth) have become the focal points of many arguments. Based on the existing literature, this study devel- oped and tested a theoretical model to predict international tourists’ loyalty to Vietnam from a combination of destination image, tourist motivation, and overall trip satisfaction. The findings revealed that destination image significantly and positively predicted tourists’ overall satisfaction with the trip and their loyalty to the country in the future. Tourist motiva- tion had some weak but significant effects on both overall trip satisfaction and destination loyalty when tested separately; however, the effect on overall trip satisfaction could not be observed when controlled by destination image. Implications were discussed for Vietnam and other small emerging destinations.
The Impact of Destination Exposure in Reality Shows on Destination Image, Familiarity, and Travel Intention Mege, Stacia Reviany; Aruan, Daniel Tumpal H
ASEAN Marketing Journal
Publisher : UI Scholars Hub

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Abstract

The increasing popularity of reality shows renders them as potential media for tourism promotion. However, there is limited research regarding the impact of destination exposure in reality shows. This study aimed to investigate the impact of destination exposure in television reality shows on destination image, familiarity, and travel intention. To test the hypotheses, a within subject experiment was conducted. A worldwide popular reality show, The Amazing Race, was used as a stimulus for the participants. The results revealed that, in general, both cognitive and affective destination im- ages were rated higher after watching the reality show. Furthermore, familiarity with the destination and travel intention to the destination increased after watching the destination in the reality show. The result of this study will be useful for destination marketing organization and the government to explore alternative promotional media and aid the promotion of tourism destination.
The Effect of Organizational Reputation on E-loyalty: The Roles of E-trust and E-satisfaction Sadeghi, Amir; Ghujali, Tohid; Bastam, Hadi
ASEAN Marketing Journal
Publisher : UI Scholars Hub

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Abstract

Purpose- The purpose of this paper is to examine how effect of Organizational Reputation on E-loyalty with the Roles of E-trust and E-satisfaction. Design/methodology/approach- A quantitative approach was undertaken to analyze. The study used Structural Equation Modelling (SEM) operated by LISREL program to analyze the hypothesis. This paper tests the model by using data from 450 customers of Digikala firm in Iran. Findings- Results indicated that organizational reputation affects e-satisfaction significantly and the impact of organizational reputation on e-trust is significant in the selected population. Originality/value- This study emphasized on the impact of corporate reputation on increasing customer satisfaction, customer trust, and customer loyalty in the electronic commerce company. Hence, this paper investigates the interrelationships between reputation, trust, satisfaction, and loyalty as a unique context.
Model of Relationships Among Marketing Public Relations, Service Quality and Attitude Toward Brand Trinh, Viet Dung; Nguyen, Hoang Mai
ASEAN Marketing Journal
Publisher : UI Scholars Hub

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Abstract

Manuscript type: Full research paper. Research Aims: Exploratory. Design/methodology/approach: This research is based on quantitative data collected from 317 respondents who took part in various MPR programs of RMIT International University Vietnam (RMIT Vietnam) in 2016. Research Findings: Through multiple regression analysis, it was concluded that MPR has a positive relationship with ATB and the tangibles dimension of SERVQUAL; MPR also indirectly affects ATB through this service quality dimension. This research concluded with a model of the relationships among MPR, service quality and ATB. Theoretical Contribution/Originality: This research is based on the perspective that public relations may have significant value in terms of marketing, and MPR could benefit corporates by enhancing their services as well as long-term relationships with and trust of customers by generating a positive attitude toward their brand. Research limitation/Implications: For the implementations, managers of RMIT Vietnam are highly recommend to make the MPR programs more tangible to gain positive ATB. Other service providers will enhance their service quality and adjust the budget accordingly by implementing this model for innovative solutions to ongoing marketing programs.
Label Size Evaluation of Ready-To-Drink Beverages Based On Brand Knowledge Assessment with Brand Awareness as A Parameter Brillian, Marcel; Kristina, Helena J.; Silalahi, Rudy V.
ASEAN Marketing Journal
Publisher : UI Scholars Hub

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Abstract

Manuscript type: Research Article Research Aims: Evaluate label size of RTD beverages based on brand awareness assessment to bridge the gap between marketing needs and environmental requirement. Design/Methodology/Approach: Interview, brand recognition experiment, brand recall questionnaire Research Finding: Propose some variation in percentage of label size reduction and show that larger label sizes do not ensure it will influence consumer’s ability and response time in recognizing products will be faster. Practitioner/Policy Implication: Label size reduction is a fine strategic implementation to initiate synergy between brand owners and recyclers toward sustainable waste management practice. Research Limitation/Implication: Label size reduction turns out to have positive implications for marketing side of the product.

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