Marketing Commons^™

The Study Of Relationship Among Experiential Marketing, Service Quality, Customer Satisfaction, And Customer Loyalty, Puti Ara Zena, Aswin Dewanto Hadisumarto

ASEAN Marketing Journal

Experiential marketing is one of the marketing approaches that gives a great framework to combine experience and entertainment elements into a product or service. Some of businesses in Indonesia have already used this approach and one of them is Strawberry Cafe which provides many kinds of free board games for the customer. The purpose of this research is to understand the impact of experiential marketing used by Strawberry Cafe related to customer satisfaction and loyalty. The data were collected from 142 respondents but after screening, only 80 that met the requirements and could be analyzed. Structural Equation Modeling (SEM) using …

Effects Of Perceived Trust And Perceived Price On Customers’ Intention To Buy In Online Store In Indonesia, Ricky Setiawan, Adrian Achyar

ASEAN Marketing Journal

Price and trust are important factors that influence customer purchasing decision in online shopping. However, the synergy of these two factors in customer intention to buy still needs to get higher attention. This paper examines the relative influence of perceived trust and perceived price on customers intention to buy, both for customers who have bought item from the store (repeat customers) and who have not (potential customers), and examines whether a difference exists on the strength of influence of price and trust to purchase intention in those groups. Data are analyzed with the multiple group analysis structural equation modeling, comparing …

Consumer Innovativeness Model Of Indonesian Young People In Adopting Electronic Products, Reza Ashari Nasution, Novika Candra Astuti

ASEAN Marketing Journal

It is important for marketers to understand how innovators respond to the introduction of new products. This paper investigates consumer innovativeness (CI) from meta-analysis study as suggested by Nasution and Garnida [2011] and examines the simultaneous impacts of CI on new product adoption. Nasution and Garnida [2010] proposed three different perspectives in conceptualizing the CI model. First, the generalist stream that represents a generalized personality trait that engenders consumers to adopt new product. Second, the particularist stream that focuses on product adoption behavior within a specific domain of interest. Third, the integrator perspective that proposes to integrate these two streams …

Corporate Social Responsibility And Poor’S Child Well Being In Developing Customer’S Loyalty Pdf, Syahrial Mukhtar, Sri Daryanti, Khairani Khairani

ASEAN Marketing Journal

This research was conducted to analyze the contribution of Corporate Social Responsibility (CSR) perceived motives in enhancing poor children's well being and consumer loyalty. CSR strategy studied were CSR strategies implemented by two companies, Garuda Indonesia and Pertamina, which are State Owned Companies (fully or partially owned by government of Indonesia). Garuda Indonesia is a service company engaged in airline industry, and Pertamina is a non service company engaged in oil and gas industry.Using factor analysis and multiple regression, the result indicates some differences between firms CSR activities in in developing children well being and customer loyalty. This result has …

Internal Customer Satisfaction And Service Quality Toward Trust And Word Of Mouth, Sri Rahayu

ASEAN Marketing Journal

This study generally aims to analyze the influence of internal customer satisfaction and perceptions of service quality in creating trust and word of mouth in higher education service industry. In the process, this study aims to achieve a special purpose, which is to build constructs/ variables to measure internal customer satisfaction, so in the future it can be applied to universally in other institutions of higher education. The results of this study indicate that the internal customer satisfaction can be measured with three constructs, namely: service product, service delivery, and service environment. All of those variables have significant relationship with …

Perceived Usefulness As Key Stimulus To The Behavioral Intention To Use 3g Technology, Andy Susilo Lukito Budi, Efendi Efendi, Rayini Dahesihsari

ASEAN Marketing Journal

A new technology usually faces the challenge to be accepted by consumers. Because of the unique features of new technology, it needs certain approaches to enhance its acceptance. Technology Acceptance Model (TAM) is widely used to study the behavior of organizations and consumers in ac-cepting a new technology. A modified TAM model is applied in the current study to test the impact of advertising appeals of perceived usefulness, perceived ease of use, and social factors on behavioral intention to use 3G technology. Experimental method is utilized on four groups (30 people each) of undergraduate students of Atma Jaya Catholic Univesity. …

Stakeholder Analysis On Boycott Movement: A Preliminary Study Using Media Contexts, Kresno Agus Hendarto

ASEAN Marketing Journal

Just like the celebrities, social movement depends, to an extent, on media in communicating its activities to the public. The relationship between social movement and media is transactional. On the one hand, social movement needs media to disseminate its activities. On the other hand, media needs social movement as the news source. Scant (beyond very few notable exceptions) empirical research is not available on boycott product as a social movement and stakeholder analysis in Indonesia. The objective of this study is to perform stakeholder analysis on boycott product as a social movement. To do so, the study attempts to answer …

Price Or Privilege? Customer Perception On Loyalty Programs, Asnan Furinto

ASEAN Marketing Journal

The main purpose of the research is to understand how customers perceive loyalty programs. The author argues that types of loyalty programs could be classified into two: price based and privilege based. This research models that customer perceptions on loyalty programs, differ between these two types, and is contingent upon the relationship between customers and firm. Using settings of air-line domestic passengers and bank customers in Indonesia, the research provides evidence that price based rewards are perceived to provide higher utility perception in contractual relationships compared to non contractual relationships. However, this research failed to provide empirical support that privilege …

Technological Innovations And Consumer Needs: An Analysis Of Mobile Communications Market, Norlia Ahmad, David T. Methe

ASEAN Marketing Journal

Technology, consumer needs, mobile communication, Japan

Perceived Justice In Political Marketing: An Exploratory Study, Ihwan Susila

ASEAN Marketing Journal

The purpose of this study is to criticize and develop the construct of equity theory within the framework of perceived justice. Specifically, this study aims to investigate perceived justice construct in political marketing perspective. Sample of the research consist of voters of political parties in Indonesia.Data were collected through interviews and a survey using a structured questionnaire with a purposive sampling method to 150 respondents. The study use exploratory factor analyses and Cronbach Alpha method to test the construct validity. The research also use measurement model of structural equation model (SEM) which is the same as confirmatory factor analysis procedure. …

Marketing Impact Of Halal Labeling Toward Indonesian Muslim Consumer’S Behavioral Intention Based On Ajzen’S Planned Behavior Theory: Policy Capturing Studies On Five Different Product Categories, Imam Salehudin, Bagus Adi Luthfi

ASEAN Marketing Journal

The purpose of this paper is to test the applicability of the theory of planned behavior (TPB) in explaining the intention to switch from products without certified Halal labels within a wide array of purchase context, especially in the purchase of food and medicine products. A policy capturing questionnaire was used to elicit responses from consumers using a convenience sampling technique. A total of 7500 responses were obtained from 150 participating respondent in 50 different scenario cases. Data is analyzed using Multi-Group Structural Equation Modeling. The study finds that the Theory of Planned Behavior (TPB) is not completely valid to …

Analysis Of Relationship Between Pioneer Brand Status And Consumer’S Attitude Toward A Brand (Case On Yamaha Automatic Vs. Honda Automatic Transmission Motorcycle In Indonesia), Arga Hananto, Taryadi Taryadi

ASEAN Marketing Journal

Previous research have indicated that brand pioneership provide some advantages such as high market share barriers to entry and consumers preference as well as higher consumer attitude. This paper intends to explore the relationship between perceived brand pioneership on consumers’ brand attitude. The study focuses on two competing brands from automatic transmission motorcycle category, namely Yamaha and Honda.Based on result from 90 respondents, this study confirms the perception that Yamaha (although not the true pioneer) is perceived by the majority of respondents as the pioneering brand in the automatic transmission motorcycle. This study also found that those respondents who perceived …

Assessing Actual Visit Behavior Through Antecedents Of Tourists Satisfaction Among International Tourists In Jordan: A Structural Equation Modeling (Sem) Approach, Ayed Moh’D Al Muala, Nik Kamariah Nik Mat, Filzah Mohd Isa

ASEAN Marketing Journal

Jordan tourism industry is facing fluctuating tourist visit provoked by dissatisfaction, high visit risk, low hotel service, or negative Jordan image. This study aims to examine the relationships between the antecedents of tourist satisfaction and actual visit behavior in tourism of Jordan, and the mediating effect of tourist satisfaction (SAT) in the relationship between Jordan image (JOM), service climate (SER) and actual visit behavior (ACT). A total of 850 international tourists completed a survey that were conducted at southern sites in Jordan. Using structural equation modeling (SEM) technique, confirmatory Factor Analysis (CFA) was performed to examine the reliability and validity …

Customer Value, Satisfaction And Behavioral Intentions: The Effects Of Consumer Search Behavior, Wahyuningsih Wahyuningsih

ASEAN Marketing Journal

This study develops and tests an integrative model to examine the relationships among customer value, satisfaction and behavioral intentions based upon a typology of consumer search behaviors. The model was tested using surveyed data from 546 customers of car insurance in Melbourne, Australia. The findings demonstrate that each type of consumer (passive, rational-active, relational-dependent), performs differently on the relationships among customer value, satisfaction, and behavioral intentions. The identification of value, satisfaction, and behavioral intentions within each search behavior allows managers to deliver optimal value and satisfaction to their consumers.

2021-November-29-Going Places, University Marketing And Communication, East Tennessee State University

ETSU News

Dr. Alina Bhat is an assistant professor in the Department of Internal Medicine.

Leah Darnell is a middle school language arts instructor at University School. Darnell was previously an EXCEL English teacher with the Kingsport City Schools and holds a B.A. degree from ETSU.

Bethanie Dye is an assignments coordinator in the Office of Housing and Residence Life after serving as a marketing manager in Dining Services. Dye holds a master’s degree in educational leadership from ETSU.

Amber Earp is a technical clerk in the Office of the Registrar. She comes to ETSU from Four Oaks Healthcare Center, where she …

2021-November-29-Enjoy Retirement, University Marketing And Communication, East Tennessee State University

ETSU News

Congratulations to the following members of the East Tennessee State University family who retired in November.  Thank you for your service!

Mitzi Brookshear – Secretary, AFG Chair of Excellence in Business and Technology, 34 years of service

Barbara Love – Director, Ambulatory Teaching, Quillen College of Medicine, 39 years of service

____________

Published November 29, 2021, as part of the Accent email newsletter for faculty and staff.

Consumers’ Health-Locus-Of-Control And Social Distancing In Pandemic-Based E-Tailing Services, Omar S. Itani, Linda D. Hollebeek

Marketing Faculty Publications

Purpose

COVID-19 and its precautions, including social distancing, have revolutionized traditional retailing- and consumption patterns. In this turbulent environment, the purpose of this study is twofold. First, this paper explores the direct effect of consumers’ internal/external health locus-of-control on their hygiene consciousness, which, in turn, affects their social distancing behavior. Second, this study posits that social distancing, in turn, impacts consumers’ current online grocery shopping behavior and their future online grocery shopping intentions, thus uncovering important insight.

Design/methodology/approach

To address these gaps, this paper develops a model that links consumers’ internal/external health locus-of-control to their adoption of e-tailing-based grocery services. …

Offensive And Defensive Competitive Marketing Strategy: The Development Of Construct & Measurements, Pantri Heriyati, Ign Heruwasto, Sari Wahyuni

ASEAN Marketing Journal

Malaysia is opening parts of its services to greater foreign participation due to globalisation. Local banks have since consolidated a decade ago and foreign banks expanding their businesses in local markets have intensified the competition. As a result, credit card adoption is getting more challenging to marketers. Hence effective marketing strategies are important. The theoretical model of the paper is based on the buyer behaviour model by Kotler and Armstrong (1999). The model identifies the major factors which influence consumer buyer behaviour and how buyer decision process affects the buyer behaviour. The paper aims to examine the effectiveness of marketing …

Analysis Effect Of Environment Attitude, Health Consciousness And Knowledge In Developing Product Perception And Intention To Buy (A Study On Organic Food Product), Widyasari Widyasari, Jony Oktavian Haryanto

ASEAN Marketing Journal

This research intends to study the factors that can affect the product perception and consumer intention in buying organic product.The study is necessary in that it explores at least some of the factors that can affect the product perception and consumer intention in buying organic product. The research results indicated that there was a positive influence of health consciousness towards environment attitude, consumer’s organic product knowledge towards organic product perception, environment attitude and consumer’s organic knowledge towards intention to buy organic product. But, there was a negative influence between environment attitude, health consciousness towards consumer’s organic product perception, and consumer’s …

Determinants Of Brand Equity Of Services: A Verification Approach In The Banking Industry In Malaysia, Norjaya Mohd. Yasin, Norzalita Abd. Aziz

ASEAN Marketing Journal

This study attempts to verify the determinants of brand equity of services based on consumers’ perception of a banking service. The conceptual framework of this study is based on customer-based brand equity called the Brand Resonance model which comprises of six building blocks namely brand salience, brand performance, brand imagery, brand judgment, brand feelings and brand resonance. Factor analyses were conducted on all items measuring the six constructs and the results produced only five factors i.e brand salience, brand performance, brand judgments, brand feelings and brand resonance as the determinants of brand equity of services. Reliability test on all these …