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Personal Norm And Pro-Environmental Consumer Behavior: An Application Of Norm Activation Theory, Budi Setiawan, Adi Zakaria Afiff, Ignatius Heruwasto Nov 2021

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

ASEAN Marketing Journal

Manuscript type: Research paper 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 …

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Comparative Analysis Of Youtuber And Celebgram In Developing Consumer Brand Perceptions And Intentions To Buy Luxury Brand Cosmetics, Irdina Tiara Putri, Rifelly Dewi Astuti Nov 2021

Comparative Analysis Of Youtuber And Celebgram In Developing Consumer Brand Perceptions And Intentions To Buy Luxury Brand Cosmetics, Irdina Tiara Putri, Rifelly Dewi Astuti

ASEAN Marketing Journal

Manuscript type: Empirical Research Research Aims: This study aims to determine the effect YouTuber and celebgram in the form of parasocial interaction that occurs between the influence to their followers in shaping consumer perceptions and purchase intention for the product that was endorsed by the influencers in the context of luxury cosmetic brand. Methodology: Descriptive quantitave research, total 430 women respondents aged 18 to 34 years, analyzed by using SEM. Research Findings: For both YouTuber and Celebgram all the hypotheses are supported; physical and social attractiveness are found to positively influence the parasocial interaction (PSI). Next, PSI significantly influences the …

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Passion And Self-Efficacy Based Decision Quality: Conceptualization And Empirical Research, Bilson Simamora Nov 2021

Passion And Self-Efficacy Based Decision Quality: Conceptualization And Empirical Research, Bilson Simamora

ASEAN Marketing Journal

Manuscript type: Research article Research Aims: I the marketing domain, consumer decision quality conceptualization still leaves unfulfilled nodes. When the decisions are made under uncertainty, decision outcomes occurred in the long run, and decision outcomes are determined mostly by customer participation in the value creation process; decision satisfaction as a decision quality sole indicator has less power. Therefore, this study offers passion-and self-efficacy-based decision quality in which passion and self-efficacy acted as a unidimensional construct in its function as a decision quality indicator. Design/methodology/approach: The study used a cross-sectional design. The data were collected with a survey using online questionnaires …

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Status Demotion In Loyalty Program: Strategy For Close To The Threshold Customers, Altamim Marie Igamo, Adi Zakaria Afiff Nov 2021

Status Demotion In Loyalty Program: Strategy For Close To The Threshold Customers, Altamim Marie Igamo, Adi Zakaria Afiff

ASEAN Marketing Journal

Manuscript type: Documentary Research. Research Aims: Identifying loyalty program strategies to demoted closed to the threshold customers with additional points and additional time in own money and other money customer to have positive evaluate toward program’ and company’ loyalty intention. Design/methodology/approach: This research employs 2 (payment source: own money vs other money) × 3 (demotion strategies: without additional point vs with additional points vs with additional time) factorial designs between-subject. Research Findings: Loyalty intention to the loyalty program appear stronger with demotion strategies with an additional point and additional time than demotion without additional point Theoretical Contribution/Originality: Enrich references about …

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Influence Of Non-Demographic Factors On Indonesian Consumers Purchase Intention Towards Green Products, Cynthia Irene Hutahaean, Pepey Riawati Kurnia Nov 2021

Influence Of Non-Demographic Factors On Indonesian Consumers Purchase Intention Towards Green Products, Cynthia Irene Hutahaean, Pepey Riawati Kurnia

ASEAN Marketing Journal

This research analyzed the influence of non-demographic factors to Indonesian consumers’ attitude towards green products. Furthermore, this research also investigated the relationship between consumers’ attitude and the intention to purchase green products. This research used questionnaire data from 350 respondents selected by judgemental sampling. Data was analyzed using regression method. The research found that only five out of six non-demographic factors tested were proven to influence the Indonesian consumers’ attitude towards green products. Based on their magnitude of influence, the five factors are altruism, perceived consumer effectiveness, collectivism, perceived benefit, and environmental knowledge. Meanwhile, the interpersonal influence, another factor tested, …

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The Impact Of Event Marketing On Building Brand Awareness For Fashion Customers, Annissa Karni Rachmadhian, Rendra Chaerudin Nov 2021

The Impact Of Event Marketing On Building Brand Awareness For Fashion Customers, Annissa Karni Rachmadhian, Rendra Chaerudin

ASEAN Marketing Journal

The growth of Small Medium and Enterprises (SMEs) business is one of the main keys to an economy’s vitality. SMEs are known to play a major role in creating wealth, given their place in the economy. As time goes by, numerous strategies have been done by the company to promote their products. One of the innovations that a company does to introduce the product and build awareness among the target market is through event marketing strategy. SMEs business can use this marketing strategy to increase their brand awareness. The purpose of this paper is twofold: to analyse the effect of …

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Perceptions Of Technical And Social Presence Towards Customers Trust And Value: Click-And-Brick Versus Pure-Click Retailers, Joshua Jeffrey Kurniawan, Adrian Achyar Nov 2021

Perceptions Of Technical And Social Presence Towards Customers Trust And Value: Click-And-Brick Versus Pure-Click Retailers, Joshua Jeffrey Kurniawan, Adrian Achyar

ASEAN Marketing Journal

Manuscript type: EmpiricalResearch Aims: Sellers/retailers understand that there is always a risk behind online interaction (e.g., anonymity or proximity) and respond with the multi-platform commercial channel (click-and-brick). Consequently, the click-and-brick (multi-channel) retailers gain, relatively, an immense prominence and rivalry from the pure-click (single-channel) retailers. The present study attempts to measure the impacts of both retailers’ (multi and single) web-features on trust and value perceptions.Design: Utilising structural equation modelling, the current study recruited 565 experienced respondents to provide primary data.Research Findings: These empirical findings provide several insights (recommendations) to pureclick retailers in developing and promoting offline presence, thus weathering the competition …

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Effect Of Marketing Mix And National Culture On Consumer Buying Intention For Music Products: A Case Study Of Indonesian And Indian Consumers, Teddy Oswari, Reni Diah Kusumawati, Tristyanti Yusnitasari, Vijay Kumar Shukla Nov 2021

Effect Of Marketing Mix And National Culture On Consumer Buying Intention For Music Products: A Case Study Of Indonesian And Indian Consumers, Teddy Oswari, Reni Diah Kusumawati, Tristyanti Yusnitasari, Vijay Kumar Shukla

ASEAN Marketing Journal

Manuscript type: Research articles.Research Aims: To determine the effect of marketing mix and culture on consumer buying intention on music product.Design/methodology/approach: The research conducted a different test to determine there are whether or not differences in consumer behavior in Indonesia and in India.Research Findings: The results of this study can provide information to music industry about the factors that can attract consumer buying intention of music products, so the music industry can determine the right product marketing strategy.Theoretical Contribution/Originality: This research was conducted by analyzing the perceptions of consumers from Indonesia and India by paying attention to internal and external …

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The Comparison Of Credit Accessibility Channel On Satisfaction And Loyalty: Case Study Of Credit Consumer “Generation X And Y” In Thailand, Palida Srisornkompon Nov 2021

The Comparison Of Credit Accessibility Channel On Satisfaction And Loyalty: Case Study Of Credit Consumer “Generation X And Y” In Thailand, Palida Srisornkompon

ASEAN Marketing Journal

Manuscript type: Research articleResearch aims: The study aimed to compare the effects of credit accessibility channels on satisfaction and loyalty between credit users in generations X and Y. Design/methodology/approach: The sample groups were as follows: 1)138 credit users in generation X (n = 138) and, 2) 262 credit users in generation Y (n =262). The data were analyzed using the AMOS program via the structure equation modeling (SEM) technique. Research findings: The online channel showed the positive influence of satisfaction in both the generation X and Y groups. The results also indicated that generation Y credit users exhibited higher satisfaction …

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Conceptual Model Of Students Abroad’S Behaviour: Agent-Based Modeling Approach, Tutik Inayati, Utomo Sarjono Putro, Santi Novani, Ilham Fadhil Nurdayat Nov 2021

Conceptual Model Of Students Abroad’S Behaviour: Agent-Based Modeling Approach, Tutik Inayati, Utomo Sarjono Putro, Santi Novani, Ilham Fadhil Nurdayat

ASEAN Marketing Journal

Manuscript type: Original Papers Research Aims: To explore the behavioral process of international students on how they can change their decision to remain or return home based on their interactions with other agents during their studies. Design/methodology/approach: This paper uses an agent-based methodology approach to simulate the behavior of students based on their interactions while studying abroad. A combination of four parameters with three different scenarios and 40 repetitions in every scenario are conducted to verify the model; 81 simulations are determined to simulate this model. Research Findings: The number of natives interacting with students is proven as one single …

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Green Purchase Determinants Based On Interpretive Structural Modeling: Case Of Iran’S Green Marketing, Mahmoud Dehghan Nayeri, Mohammad Moradi Nov 2021

Green Purchase Determinants Based On Interpretive Structural Modeling: Case Of Iran’S Green Marketing, Mahmoud Dehghan Nayeri, Mohammad Moradi

ASEAN Marketing Journal

Manuscript type: Research paperResearch Aims: This paper aims to clarify the relationship between the green purchase behavior’s affecting factors as well as organizing them depending upon their driving and dependence power which ultimately leads to an ISM-based structural model.Design/methodology/approach: Thorough literature review and subsequent discussions with experts, antecedent factors of green purchase behavior are extracted, which are followed by ISM structural modeling.Research Findings: Interpretive structural modeling, justified a five-layer structure in which the role of government, social influence, and reference power are the cornerstones of green purchase behavior in Iran’s green market.Theoretical Contribution/Originality: As the general rule of all affecting …

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A Meta-Analysis Of Customer Loyalty In The Banking Services, Ali Valipour, Mahmoud Noraei, Kamyar Kavosh Nov 2021

A Meta-Analysis Of Customer Loyalty In The Banking Services, Ali Valipour, Mahmoud Noraei, Kamyar Kavosh

ASEAN Marketing Journal

Abstract: This paper presents a systematic framework via a meta-analytical approach to distinguish various dimensions of customer loyalty in the banking industry. Manuscript type: Documentary Research. Research Aims: Presenting a systematic framework of customer loyalty in the banking industry. Design/methodology/approach: The authors conducted searches in various databases and analysed 146 observations in 27 articles. For the quantitative data analysis, the authors used the count of variable repetitions to measure the size and scope of the studied variables. Research Findings: The findings of this meta-analysis demonstrated four dimensions of customer loyalty in the banking sector: behavioral loyalty, attitudinal loyalty, cognitive loyalty …

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Moderating Role Of Credibility And Ad Liking Between Online Advertisement And Consumer Buying Behavior Of University Students Of Pakistan, Rizwan Khalid, Tehreemyasmeen Tehreemyasmeen Nov 2021

Moderating Role Of Credibility And Ad Liking Between Online Advertisement And Consumer Buying Behavior Of University Students Of Pakistan, Rizwan Khalid, Tehreemyasmeen Tehreemyasmeen

ASEAN Marketing Journal

Research aim: The motivation behind the study is to see the effect of online ad on shopper conduct just from the university understudy point of view. Methodology: There are five autonomous factors in the study and one is the reliant variable. The study information is gathered from 300 respondents and put into the SPSS to make the determination through Multiple Regression. Theoretical contribution: The study is beneficial for the theory developers and the readers who are interested in designing the advertisement for youth because university students mostly consist of youth who have different thought of opinion because they are open …

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Antecedents Of Green Awareness For Eco-Friendly Products, Doni Purnama Alamsyah, Hayder Alhadey Ahmed Muhammed Nov 2021

Antecedents Of Green Awareness For Eco-Friendly Products, Doni Purnama Alamsyah, Hayder Alhadey Ahmed Muhammed

ASEAN Marketing Journal

Manuscript type: Empirical Research Research Aims: This study examined factors that support the cultivation of green awareness among customers for the improved consumption of eco-friendly products Design/methodology/approach: The examination was conducted through an analysis of customer behaviors as they relate to green advertising, green brand attributes, perceived value of green initiatives, and green brand image. To this end, a survey was administered to 500 customers of Supermarket Retail, which is an establishment in West Java Province that offers eco-friendly products Research Findings: The findings indicated that the variable that most strongly supports the development of green awareness is green advertising, …

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The Anomaly Of Airline Passenger Behavioral Intention: A Comparison Between Low-Cost And Full-Service Airlines, Auryn Rachma Maulisa, Sri Rahayu Hijrah Hati Nov 2021

The Anomaly Of Airline Passenger Behavioral Intention: A Comparison Between Low-Cost And Full-Service Airlines, Auryn Rachma Maulisa, Sri Rahayu Hijrah Hati

ASEAN Marketing Journal

Manuscript type: Research paper Research Aims: This study investigates the effect of service quality, perceived value for money, and customer satisfaction based on behavioral intentions to re-use, be loyal, and to recommend the airlines to others, in low-cost and full-service airlines. Design/methodology/approach: The online survey was conducted to 161 low-cost and 156 full-service airline passengers Research Findings: The study indicates that the most robust variable that influences the airline passengers’ behavioral intention is customer satisfaction. The study also indicates that customer satisfaction has a positive impact on passengers’ behavior intention in both the low cost and full-service customer groups. The …

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Factors Affect To Relationship Marketing For Creating Customer Loyalty In Hospital Services Business, Iqbal Afifi, Ahdia Amini Nov 2021

Factors Affect To Relationship Marketing For Creating Customer Loyalty In Hospital Services Business, Iqbal Afifi, Ahdia Amini

ASEAN Marketing Journal

Manuscript type: Research paper. Research Aims: The purpose of this paper is to understand and answer problems from the variables of service quality (interaction quality, physical environment quality, & outcome quality), customer trust, customer value, and customer loyalty to hospital consumer that has applied JCI standard accreditations through green hospital concept. Design/methodology/approach: The study uses a descriptive research design, with 209 valid respondents. SPSS is used to pretest the variables that well construct variables, and SEM to analyze significant construct variables and influence the construct variables. Research Findings: There study findings are: 1) interaction quality, physical environment quality, and outcome …

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Implementing Data Clustering To Identify Capital Allocation For Small And Medium Sized Enterprises (Smes), Amelia Hidayah Nov 2021

Implementing Data Clustering To Identify Capital Allocation For Small And Medium Sized Enterprises (Smes), Amelia Hidayah

ASEAN Marketing Journal

Abstract: N/A. Manuscript type: Original Research. Research Aims: Analyzing the investigated factors includes the firm size and the industry sector that influence capital allocation for MSMEs using the K-means clustering technique. Design/methodology/approach: The initial step for the research is the data preparation. It is covering 20 sectors and consists of 6,666 pieces of data. The modified data are analysed using the K-means clustering technique. Research Findings: MSMEs are divided into three clusters, with each cluster exhibiting different characteristics in terms of assets, sales, and industry sectors. However, the number of employees was not found to be significant in the analysis. …

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Social Shopping Relationship Management On Social E-Commerce In Indonesia (Case Study: Online Food Consumers), Marza Riyandika Nugraha, Ujang Sumarwan, Lilik Noor Yulianti Nov 2021

Social Shopping Relationship Management On Social E-Commerce In Indonesia (Case Study: Online Food Consumers), Marza Riyandika Nugraha, Ujang Sumarwan, Lilik Noor Yulianti

ASEAN Marketing Journal

Abstract: The phenomenon of online shopping and business start-ups are rising in Indonesia, and one of the results of this movement is a new form of e-commerce—social shopping—which combines two online activities: social networking and online shopping. Manuscript type: Case Studies Research Aims: The purpose of this paper is to improve academic understanding on social shopping websites and to research the impact of relationship quality and the ensuing effect on individuals’ online loyalty to social shopping websites. Design/methodology/approach: This paper examines factors that may affect consumer behaviour in social shopping websites. This study proposes a conceptual framework which uses Google …

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Label Size Evaluation Of Ready-To-Drink Beverages Based On Brand Knowledge Assessment With Brand Awareness As A Parameter, Marcel Brillian, Helena J. Kristina, Rudy V. Silalahi Nov 2021

Label Size Evaluation Of Ready-To-Drink Beverages Based On Brand Knowledge Assessment With Brand Awareness As A Parameter, Marcel Brillian, Helena J. Kristina, Rudy V. Silalahi

ASEAN Marketing Journal

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 …

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The Effect Of Organizational Reputation On E-Loyalty: The Roles Of E-Trust And E-Satisfaction, Amir Sadeghi, Tohid Ghujali, Hadi Bastam Nov 2021

The Effect Of Organizational Reputation On E-Loyalty: The Roles Of E-Trust And E-Satisfaction, Amir Sadeghi, Tohid Ghujali, Hadi Bastam

ASEAN Marketing Journal

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 …

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Model Of Relationships Among Marketing Public Relations, Service Quality And Attitude Toward Brand, Viet Dung Trinh, Hoang Mai Nguyen Nov 2021

Model Of Relationships Among Marketing Public Relations, Service Quality And Attitude Toward Brand, Viet Dung Trinh, Hoang Mai Nguyen

ASEAN Marketing Journal

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 …

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The Impact Of Destination Exposure In Reality Shows On Destination Image, Familiarity, And Travel Intention, Stacia Reviany Mege, Daniel Tumpal H Aruan Nov 2021

The Impact Of Destination Exposure In Reality Shows On Destination Image, Familiarity, And Travel Intention, Stacia Reviany Mege, Daniel Tumpal H Aruan

ASEAN Marketing Journal

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 …

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Intention To Adopt And Willingness To Pay: Mass Rapid Transport System In Greater Jakarta, Indonesia, Rosiwarna Anwar, Imam Salehudin, Basuki Muhammad Mukhlish, Kirana Rukmayuninda Ririh Nov 2021

Intention To Adopt And Willingness To Pay: Mass Rapid Transport System In Greater Jakarta, Indonesia, Rosiwarna Anwar, Imam Salehudin, Basuki Muhammad Mukhlish, Kirana Rukmayuninda Ririh

ASEAN Marketing Journal

The objective of this study is to explore and examine supportive factors of Mass Rapid Transport (MRT) implementa- tion in Jakarta, Indonesia. Successful implementation requires proper understanding of which factors are influential to the acceptance of this technology. The population of this study is commuters along the North to South route of Jakarta MRT development site. We conducted the survey in thirteen locations along the track based on the Station Development Plan. We obtained only 392 valid data after the validation and verification process. This study used Factor Analysis (FA) to test the construct validity of the measurement instrument and …

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Predicting Tourist Loyalty To A Small Emerging Destination – The Importance Of Destination Image, Binh Nghiem-Phu Nov 2021

Predicting Tourist Loyalty To A Small Emerging Destination – The Importance Of Destination Image, Binh Nghiem-Phu

ASEAN Marketing Journal

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 …

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A Study On Product Innovation Portfolio And Customer Value Creation: Bridging Entrepreneurial Risk-Taking Orientation And Marketing Performance, Maklon Felipus Killa Nov 2021

A Study On Product Innovation Portfolio And Customer Value Creation: Bridging Entrepreneurial Risk-Taking Orientation And Marketing Performance, Maklon Felipus Killa

ASEAN Marketing Journal

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) …

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Antecedents And Consequences Of Tourist Satisfaction: A Literature Review, Joko Adinegara, Ni Wayan Sri Suprapti, Ni Nyoman Kerti Yasa, I Putu Gde Sukaatmadja Nov 2021

Antecedents And Consequences Of Tourist Satisfaction: A Literature Review, Joko Adinegara, Ni Wayan Sri Suprapti, Ni Nyoman Kerti Yasa, I Putu Gde Sukaatmadja

ASEAN Marketing Journal

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 …

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Consumer Preference For Genetically Modified Halal Yogurt Drinks, Siti Hasnah Hassan, Qaisar Iqbal Nov 2021

Consumer Preference For Genetically Modified Halal Yogurt Drinks, Siti Hasnah Hassan, Qaisar Iqbal

ASEAN Marketing Journal

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 …

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Contextual Marketing Based On Customer Buying Pattern In Grocery E-Commerce: The Case Of Bigbasket.Com (India), Nesya Vanessa, Arnold Japutra Nov 2021

Contextual Marketing Based On Customer Buying Pattern In Grocery E-Commerce: The Case Of Bigbasket.Com (India), Nesya Vanessa, Arnold Japutra

ASEAN Marketing Journal

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 …

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Measuring Brand Loyalty Of Coffee Shop Visitors In Jakarta, Usep Suhud, Cattleya Dewi Puter, Setyo Ferry Wibowo Nov 2021

Measuring Brand Loyalty Of Coffee Shop Visitors In Jakarta, Usep Suhud, Cattleya Dewi Puter, Setyo Ferry Wibowo

ASEAN Marketing Journal

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 …

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Customers’ Response To Service Failure: An Empirical Study On Indonesian Customers, Jeanne Ellyawati Nov 2021

Customers’ Response To Service Failure: An Empirical Study On Indonesian Customers, Jeanne Ellyawati

ASEAN Marketing Journal

The purpose of this study is to identify customers’ response to service failure. The response is about why some customers are likely to complain and others are not. This study adopts the concept of customer complaint behavior (CCB) with three-dimensional model: private response, voice response, and third party response. It is also identified the relationships between CCB and customers demographic backgrounds such age, gender and education levels; and their complaining behaviors. Based on a survey of 173 randomly selected of Indonesian consumers who have experienced with service failure, complainers and non-complainers are identified. It is also identified the type of …

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