Business Commons^™

Factors Affecting The Recognition Of International Opportunities By Sme Entrepreneurs: Case Studies From The Creative Industries In Indonesia, Novika Candra Astuti, Intan Widuri Sakti, Agatha Rinta Suhardi, Oktora Yogi Sari, Desy Oktaviani, Zakiah Darajat

ASEAN Marketing Journal

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 …

The Role Of Live Streaming In Building Consumer Trust, Engagement, And Purchase Intention In Indonesian Social Commerce Thrift Clothes Sellers, Amyra Salsabela Yasser, Gita Gayatri

ASEAN Marketing Journal

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 …

How Do Firms Use Social Media: Topic Modeling Of Twitter Brand Posts Of Four Indonesian Skincare Brands, Annisafira L. Lestari, Arga Hananto

ASEAN Marketing Journal

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 …

Evading The “Entrepreneurial Blocks” Through Entrepreneurial Marketing Education In Vocational High Schools In An Emerging Country, Jony Oktavian Haryanto, Hanif Adinugroho Widyanto, Hari Suryanto, Adhi Setyo Santoso

ASEAN Marketing Journal

Entrepreneurial marketing education is considered an essential platform to stimulate successful entrepreneurs, especially for vocational high school (SMK) graduates in Indonesia, which has the highest open unemployment rate and mostly comes from low-income backgrounds. Hence, the researchers investigated why most SMK graduates, supposedly skilful, do not opt for entrepreneurship. This is an under-researched study that could carry enormous implications. The researchers interviewed participants from SMKs in Mataram, Indonesia, three entrepreneurship teachers and six students of entrepreneurship classes from grades 10 to 12. They referred to the extant literature as a basis for a proposed “Entrepreneurial Blocks” framework to explain the …

The Effects Of Country Of Origin And Social Media Opinion Leaders On Purchase Intention For Wuling Vehicles, Fandis Ekyawan, Ma’Ruf Fauzi Rahman

ASEAN Marketing Journal

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 …

Does Live Stream Selling Affect Customer Engagement And Purchase Intention? The Shopee Live Platform Case Study, Arisman Arisman, Imam Salehudin

ASEAN Marketing Journal

Manuscript type: Empirical paper

Research Aims: The purpose of this paper is to investigate how customer shopping values (utilitarian, hedonic, and symbolic) influence customer trust, engagement, and purchase intention for live stream selling on e-commerce marketplace platforms.

Design/methodology/approach: The information was gathered online from 225 valid respondents. Respondents are Shopee users from Indonesia who have watched Shopee Live stream selling within the last two weeks. The data was analysed using Structural Equation Modelling (SEM) with LISREL 8.51.

Research Findings: The findings revealed that only symbolic value affects purchase intention, both directly and indirectly, whereas hedonic value affects purchase intention directly. …

Neuromarketing Study: The Effect Of Jingle On Consumer Behavior, Hilman Fauzi, Rafif Rizqullah, Maya Ariyanti, Ivy Anindhita Hadyningtyas

ASEAN Marketing Journal

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 …

Gamification: Saving In Digital Banking Is Like Playing A Game, Tetty Rimenda, Meidina Rosa Aulia, Rodiana Listiawati, Jhonny Marbun

ASEAN Marketing Journal

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 …

For Mod’S Sake! The Role Of Perceived Brand Image, Brand Identification, And Online Community Environments In Building Brand Love, Ferdian Hendrasto

ASEAN Marketing Journal

No abstract provided.

Revisiting Integrated Mobile Advertising Model In Indonesia: A Replication Study, Naufal Pradipta, Adhi S. Santoso, Liza Agustina M. Nelloh

ASEAN Marketing Journal

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 …

The Elements Of Brand Anthropomorphism: Qualitative Investigation Into Local Brands Amongst Young Adult Consumers, Iin Mayasari, Handrix C. Haryanto

ASEAN Marketing Journal

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 …

The Use Of Technology Acceptance Model To Explain Brand Attitude And Loyalty Intention In E-Commerce: The Gamification Case, Nadia N. Sari

ASEAN Marketing Journal

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 …

Antecedents Of Customer Brand Engagement Affecting Customer Satisfaction, Trust, And Commitments In Forming Loyalty And Word Of Mouth In Indonesia, Unik D. Lestari, Tantri Yanuar R. Syah

ASEAN Marketing Journal

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 …

The Role Of Browsing In The Relationship Between Online Reviews To Impulse Buying, Rifelly Dewi Astuti, Sara Almira Nindyaswari

ASEAN Marketing Journal

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 …

The Effect Of Visual And Functional Criteria Of Packaging: Consumer Expectations Of Elements For Dairy Product Packaging, Maryam Ghiasabadi Farahani, Hooman Shababi, Peyman Ghafari Ashtiani

ASEAN Marketing Journal

Manuscript type: Research paper Research Aims: This study seeks to investigate the effect of visual and functional criteria on packaging and consumer expectations towards the packaging elements of dairy products for children. Design/methodology/approach: For this purpose a sample containing 334 children between 7- 12 years were used. Sampling method was random sampling and measuring tool was questionnaire. In order to data analysis and hypothesis testing, structured equations test by means of "Lisrel software" was used and the research results show that recyclability of product, easy to carry, packaging (product) form and illustrations on packaging variables haven't positive and significant effect …

Explaining The Tourism Relationship Management (Trm) In Tourism Enterprises (Case Study: Isfahan), Maryam Ghiasabadi Farahani, Siavash Imeni Gheshlagh, Alireza Sarfi

ASEAN Marketing Journal

Manuscript type: Research paper Research Aims: The aim of the present study is to explain the relationship management with tourism in Isfahan tourism enterprises using structural equation modeling methodology. Design/methodology/approach: Based on distributing 312 questionnaires, the sample size was 300 academic experts, specialists and experts working in Isfahan tourism enterprises and professors and tourists in the fields of tourism management, IT and marketing selected by combining non-probability purposive (judgmental) sampling and snowball sampling methods. Research Findings: The results showed a correlation between “applications of TRM system” and “users' satisfaction with TRM” based on path analysis concerning confirmatory factor loadings analysis …

Determinants Of Customers’ Adaptation To Internet Banking: Evidence From Greater Jakarta Area, Indonesia, Jareena Nasreen, Arief Wibisono Lubis

ASEAN Marketing Journal

Manuscript type: Research Article Research Aims: This paper aims to analyze factors that affect customers’ adaptation to using Internet Banking among banks’ customers in Indonesia. The variables hypothesized to influence adaptation to using Internet Banking are Importance of Internet Banking Needs, Compatibility, Convenience, Communication, and Benefits of Internet Banking. Design/methodology/approach: This study uses Structural Equation Modelling (SEM) on a sample of 215 Internet Banking customers from Greater Jakarta Area, Indonesia. Research Findings: This study found that Benefits of Internet Banking has a significant positive influence on Importance of Internet Banking Needs, which, however, does not influence customer adaptation. Similarly, Compatibility …

Utilization Of Eye Tracking Technology In Design And Marketing Decision Making, Arry Mustikawan, Wirania Swasty, Fariha Eridani Naufalina

ASEAN Marketing Journal

Manuscript type: Original paper Research Aims: This study aims to reveal whether combination display affects fixation count and duration. Design/methodology/approach: This study used eye tracking methods in data collection and packaging design testing from the results of previous study. Respondents who participate were 40 people from teenagers and young adults. The collected data were analyzed quantitatively by the amount of fixation and processed by the Multivariate Analysis of Variance (MANOVA) test. Research Findings: From the statistical data on Baba Nana Brand, the average duration of the respondents did not show any difference in the study. However, the number of variables …

Building Brand Resonance: Optimizing Symbolic Brand Reputation And Customers’ Emotional Value, Murry Harmawan Saputra, Elia Ardyan, Cindy Yoel Tanesia, Endah Pri Ariningsih

ASEAN Marketing Journal

Manuscript type: Research Paper Research Aims: The objective of this research is to create a conceptual model that explains how the process of building and increasing brand resonance by constructing important factors regarding consumer perceptions of brands, such as brand love, brand attitude, emotional customer value, and symbolic brand reputation. Design/methodology/approach: The respondents were owners and users of Toyota Fortuner car in Indonesia. There was questionnaires distributed directly to the Toyota Fortuner car users in several big cities in Indonesia (Yogyakarta, Semarang, Bandung, Jakarta, and Surabaya). Research Findings: The acceptance of all proposed hypotheses shows the importance of brand love, …

Revealing Past Identity Of Upcycled Products: How Simple Narrative Improve Product Perception, Stacia Reviany Mege, Grouse Oematan

ASEAN Marketing Journal

Manuscript type: Research Article Research Aims: Telling a story about the past identity of a product is believed to help improve the positive perception towards the product. Certain product has gone through transformation from its past identity to new and more valuable product, known as upcycled product. This study aimed to investigate whether a simple narrative about repurposed products can generate higher perception of product biography, product appeal, felt specialness, and purchase intention of consumers. Design/methodology/approach: To test the hypotheses, a two-group between subject experiment involving 103 university students was conducted . Two upcycled products (pouch and bag) with simple …

No Such Thing As A Free App: A Taxonomy Of Freemium Business Models And User Archetypes In The Mobile Game Market, Imam Salehudin, Frank Alpert Dr

ASEAN Marketing Journal

Manuscript type: Research Paper Research Aims: The Freemium business model is becoming increasingly prominent in the current digital economy. In the mobile game market, total revenue from free to download apps is overtaking those from paid apps. The purpose of this article is to propose a taxonomy that examines and categorises the various types of Freemium business models. Design/methodology/approach: This study uses the qualitative approach of logical partitioning to generate a Freemium business model's taxonomy through systematic observation of the existing business models. Research Findings: The findings identify advertisement and microtransaction as two primary revenue sources for Freemium business models. …

The Outlook Digital Indoor Advertising In Mini-Market Using Techno Economy Analysis: Implementation In Indonesia, Tommy Hendrix, Firman Tri Ajie, Mahardhika Berliandaldo

ASEAN Marketing Journal

Manuscript type: Research Article Research Aims: This paper wants to confirm the process feasibility study and advantage application when technology in social media enters goods' commercialisation. Design/methodology/approach: The methodology used in this research qualitative research methodologies, with an approach to data analysis using techno-economic and collective data on digital indoor advertising. Research Findings: The results of techno-economic analysis and feasibility analysis explaining digital indoor advertising business in Indonesia mini market is declared worthy of running, with description NPV on cash flows Rp. 3,664,679,991 and NPV sensitivity analysis of Rp. 3,554,930,887, IRR of 14.09%, and 13.96% (sensitivity analysis). Theoretical Contribution/Originality: This …

Mindful Consumption Behavior On Second-Hand Fashion Products: Intervariable Influence Analysis Of Stimulus-Organism-Response (S-O-R) Model, Diyang Risma Gabriella, Ramses Wardhana Hardjanto, Muhammad Fadhil Mawaridi, Muhammad Naufal Harits, Luh Dyah Purnami

ASEAN Marketing Journal

Manuscript type: Empirical Research Research Aims: This study was conducted to analyze and develop the intervariable influence within stages in S-O-R Model in second-hand fashion products context Design/methodology/approach: To fulfill the research objective, an online self-administered survey was conducted to respondents who had second-hand thrifting purchase experience. 130 eligible responses were gathered and further analyzed using Structural Equation Modeling (two-way approach) Research Findings: It is observed that eWOM and Consumer Engagement have positive significant effects on Mindful Consumption Behavior (MCB), while no significant influence is found in relationship Attitude toward MCB. No mediating effect is observed in relationship eWOM toward …

Predicting The Relationship Between Scarcity And Serendipity Information Toward Impulse Buying Behavior: Hedonic Shopping Values As Moderator Variables, Natasha A. A. Prawira, Sabrina O. Sihombing

ASEAN Marketing Journal

Manuscript type: Research article Research Aims: The purpose of this research is to predict the intervariable relationship between scarcity and serendipity information moderated by hedonic values and their influence towards online impulsive buying behavior. Design/methodology/approach: This research uses a quantitative method and uses non-probability sampling method as the data collection techniques by distributing online questionnaires. There are 330 respondents with the criteria of having made transactions at Shopee in the last three months. The data are analyzed using Structural Equation Modeling (SEM) to test the each of the hypothesis and making the conclusion. Research Findings: This study shows that the …

Personal Norm And Pro-Environmental Consumer Behavior: An Application Of Norm Activation Theory Pdf, Budi Setiawan, Adi Zakaria Afiff, Ignatius Heruwasto

ASEAN Marketing Journal

Manuscript type: Research Article Research Aims: This study aims to fill the research gap from previous research regarding personal norms in explaining pro-environmental behavior, which does not involve awareness of consequences and ascription of responsibility as antecedents to activate personal norms. Therefore, this study tries to examine personal norms based on norm activation theory in explaining behavior. Design/methodology/approach: The final sample size is 300 respondents selected through purposive sampling technique. Primary data is collected through a closed-end questionnaire. Data analysis consists of two stages, namely the confirmatory factor analysis and structural equation model. Research Findings: Awareness of consequences and ascription …

The Analysis Of Green Marketing And Brand Image On Repeat Purchase On Consumers Of Coffee Shop In Bandung, Yulia Nur Hasanah, Fauzan Aziz

ASEAN Marketing Journal

Manuscript type: Research Article Research Aims: This research was conducted to examine the influence of green marketing and brand image to the repeat purchase of consumer of coffee shop in Bandung. Design/Methodology/Approach: Data were collected through online survey that targeted the consumer of coffee shop in Bandung area. A method of successive interval (MSI) and Partial Least Square (PLS) was used as a method to analyse this data Research Findings: The results shows that green marketing and brand image have a significant effect on repeat purchases simultaneously and separately. Based on these results, consumers of coffee shops in Bandung were …

Banking Digitally To Micro-Business: Exploring Value Co-Creation Strategy In New Product Development Pdf, Rudi Gunawan, Sonny Rustiadi

ASEAN Marketing Journal

Manuscript type: Research Article Research Aims: To further academic knowledge around the topic of value co-creation and to provide a practical strategy for Digital Bank in Indonesia on conducting better co-creation activities. Design/methodology/approach: This research relies on a qualitative method for collecting the primary data through in-depth interviews. Research Findings: Indonesian Bank called Jenius currently practice community-based value co-creation, and it is recommended for the Banks in general to also explore other forms of co-creation initiatives, namely customization, reputation and sensing. These initiatives should be practiced across different stages of co-ideation, co-evaluation, co-design, co-test and co-launch. To better engage consumers …

Are Entrepreneurs Born Or Made? A Look At Entrepreneurial Marketing Education Within Vocational High School, Adhi Setyo Santoso, Jony Oktavian Haryanto, Hanif Widyanto, Hari Suryanto, Lina Rosmawati

ASEAN Marketing Journal

Manuscript Type: Research Article Research Aims: The research studies the contextual stimuli (business knowledge and environment) toward entrepreneurial self-efficacy and locus of control that influence entrepreneurial intention. Design/methodology/approach: The survey involved vocational high school students in Mataram, Nusa Tenggara Barat, Indonesia, and collected 101 responses. The research applies a quantitative method of 2-steps Partial Least Square – Structural Equation Modelling (PLS-SEM). Research Findings: Results confirms that business knowledge influences entrepreneurial intention mediated by entrepreneurial self-efficacy. Environment influences entrepreneurial intention mediated by locus of control only if students participate in entrepreneurial marketing education. Theoretical Contribution/Originality: The findings contributed to entrepreneurship literature …

The Role Of Customer Networking Capability Effectiveness In Enhancing The Salespeople’S Performance In Small And Medium Enterprises, Ida Bagus Nyoman Udayana, Naili Farida

ASEAN Marketing Journal

Research Aims: This research examines the research gap between adaptive selling and the salespeople’s performance. There is an inconsistency of research results among marketing researchers. This study extends the previous marketing literature to customer network-based marketing. Design/Methodology/approach: The research data were collected from 300 salesperson in the field of small and medium enterprises. The data analysis used a structural equation model and Sobel tests. The findings of the research: Research findings show that the effectiveness of customer networking capability functions as an intervention between adaptive selling and salespeople’s performance. Adaptive selling, interaction quality, and perceived interpersonal skills have a significant …

The Influence Of Self-Congruity On Customer Loyalty Of Coffee Shops: Evidence From Global-Chain And Local-Chain Coffee Shops In Indonesia, Dela Anjani, Ike Janita Dewi

ASEAN Marketing Journal

Manuscript type: Research Paper Research Aims: This paper seeks to examine the concept of “self-congruity” and its direct and indirect impacts on consumer loyalty of global versus local coffee shops. Design/methodology/approach: The study is a quantitative study using online survey on 400 respondents, which were distributed evenly to consumers of Starbucks (as a global coffee shop) and Anomali Coffee (as a local coffee shop in Jakarta, Indonesia). This paper employs Structural Equation Modelling (SEM) to study the relationships amongst variables. Research Findings: Results of the research show that generally self-congruity has a positive direct and indirect effect on customer loyalty. …