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2021

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Articles 151 - 180 of 1223

Full-Text Articles in Marketing

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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Purchasing Massive Prestige Brands: The Exploration Of Consumers’ Value Perceptions, Iin Mayasari, Iyus Wiadi Nov 2021

Purchasing Massive Prestige Brands: The Exploration Of Consumers’ Value Perceptions, Iin Mayasari, Iyus Wiadi

ASEAN Marketing Journal

The objective of the research was to analyze the internal aspects of individual consumer to perceive the massive prestige brands. The brand chosen was influenced by conspicuousness, uniqueness, functional value, extended-self, hedonism, exploration, value consciousness, vanity. The research used quantitative approach by conducting a survey college students, workers and housewives. A total of 300 questionnaires were distributed, but only 243 questionnaires were used for further analysis. The data were analyzed by multiple regressions. Conspicuousness consumption had an effect on purchasing of massive prestige brands positively and it was significant. Uniqueness had an effect on purchasing of massive prestige brands positively …

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How Consumers Respond To Corporate Social Responsibility Initiative: Cause Related Marketing Vs Philantrophy, Lisia Astari Pertiwi, Tengku Ezni Balqiah Nov 2021

How Consumers Respond To Corporate Social Responsibility Initiative: Cause Related Marketing Vs Philantrophy, Lisia Astari Pertiwi, Tengku Ezni Balqiah

ASEAN Marketing Journal

Increasing in demand of CSR from various stakeholders has caused company¡¯s CSR motives to be more complex. CSR activities are not only founded on the benevolence of corporate agents but also as part of a corporate strategy formulated in pursuit of stakeholder interest. This study investigate whether CSR motives could enhance customer trust and satisfaction. Focus on two CSR initiatives conducted by GrabTaxi (transportation industry) and Alfamart (retail industry), the purposes is to demonstrate how two type CSR initiative could delivered perceived motives and create loyalty. Cross-sectional offline and on- line survey was conducted on 175 respondents of GrabTaxi and …

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The Effects Of Companies’ Social Irresponsibility On Consumers’ Negative Emotions Toward The Brand And Their Behavior, Seyyed Mohammad Tabataba'i Nasab, Masoome Abikari Nov 2021

The Effects Of Companies’ Social Irresponsibility On Consumers’ Negative Emotions Toward The Brand And Their Behavior, Seyyed Mohammad Tabataba'i Nasab, Masoome Abikari

ASEAN Marketing Journal

Consumers’ negative emotions may be the main cause of behaviors such as complaining, negative word of mouth, and brand switching. In this regard, factors other than brand can produce negative or positive emotions toward a brand. One such factor is corporate social irresponsibility (CSIR). This study seeks to extract negative emotions toward a particular brand (auto brand). The results show that consumers’ negative emotions toward the auto brand are mainly characterized by anxiety, discontent, and anger. Also, the study model indicates a significant positive correlation between consumers’ negative emotions and their behavioral approaches (e.g., complaining, negative word of mouth, brand …

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Green Marketing: A Study Of The Factors Influencing The Repurchase Decision For Javanony Herbal Products, Sri Widyastuti, Budi Santoso Nov 2021

Green Marketing: A Study Of The Factors Influencing The Repurchase Decision For Javanony Herbal Products, Sri Widyastuti, Budi Santoso

ASEAN Marketing Journal

The green consumer movement is a reflection of people’s concern about the environment and has given rise to the green market. Companies that want to survive in this market must be able to apply a green label to all aspects of their business. This research aims to understand the influence of attitude, perceived value, and perceived price among customers on the decision to repurchase Javanony herbal products. The sampling technique in this study is purposive sampling. This study concludes that the attitude of customers who already have an understanding of green products is not completely supported by the company in …

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Effects Of Externalities And Flow On Perceived Usefulness, Satisfaction, And Loyalty In Mobile Instant Messaging Promotion, Theresa Victory Gloria, Adrian Achyar Nov 2021

Effects Of Externalities And Flow On Perceived Usefulness, Satisfaction, And Loyalty In Mobile Instant Messaging Promotion, Theresa Victory Gloria, Adrian Achyar

ASEAN Marketing Journal

At its introduction, instant messaging (IM) was predicted to facilitate communication between businesses and customers. Growing numbers of smartphones coupled with internet penetration then led to the development of mobile instant messaging (MIM). Some MIM provides a feature for businesses to communicate to customers, which enables businesses to send promotions and information directly to customers. For this to be effective, loyalty is crucial for continued MIM use, especially MIM that can be used as a promotional tool, or mobile instant messaging promotion (MIMP). This study focuses on the factors that affect loyalty and satisfaction in MIMP. The results suggest that …

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E-Procurement Service Quality In Malaysia, Shafirah Latifah Binti Syed A Kadir Nov 2021

E-Procurement Service Quality In Malaysia, Shafirah Latifah Binti Syed A Kadir

ASEAN Marketing Journal

The government in Malaysia has fully adopted and developed the applications and practices of information communication technologies (ICTs) to provide better online services to enhance the government’s credibility. To understand service quality issues within this new delivery channel, this paper investigates e-procurement portal/websites through the use of E-Service-Quality (E-S-QUAL) and E-Recovery Service-Quality (E-RecS-QUAL) scales by employing a questionnaire survey distributed to 400 respondents. The collected data were analyzed using Smart PLS 3.0 to test the relationships among efficiency, system availability and privacy, responsiveness, and contact. The results show that both E-S-QUAL and E-RecS-QUAL strongly influence perceived service quality and behavioral …

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Role Of Consumption Emotions Mediate Perceived Service Fairness To The Service Satisfaction And Its Impact On Customers’ Behavioral Intentions, Abolghasem Ebrahimi, Abbas Abbasi, Mojtaba Khalifeh, Mehdi Samizadeh, Farzaneh Abkhiz Nov 2021

Role Of Consumption Emotions Mediate Perceived Service Fairness To The Service Satisfaction And Its Impact On Customers’ Behavioral Intentions, Abolghasem Ebrahimi, Abbas Abbasi, Mojtaba Khalifeh, Mehdi Samizadeh, Farzaneh Abkhiz

ASEAN Marketing Journal

Considering that customers’ emotions toward received services are evaluated in light of fairness and equity theory, the purpose of this study is to investigate the effect of customers’ perceptions and emotions of received services on their behavioral intentions. Data were collected from 329 questioners that were distributed among Mellat bank customers, and hypotheses and the conceptual model were analyzed based on the data collected through structural equation modeling in AMOS 18. Results showed that three dimensions of interactional, procedural, and distributive justice affected customers’ emotions (negative and positive) and satisfaction. Customers’ emotions were also found to be having a mediating …

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Factors Affecting Purchase Intention Of South East Asian (Sea) Young Adults Towards Global Smartphone Brands, Wahid Zahid, Omkar Dastane Nov 2021

Factors Affecting Purchase Intention Of South East Asian (Sea) Young Adults Towards Global Smartphone Brands, Wahid Zahid, Omkar Dastane

ASEAN Marketing Journal

The study aims to probe the effect of perceived price, perceived quality, brand awareness, and social influence on purchase intention of South East Asian (SEA) Young Adults towards global smartphone brands. This explanatory research uses quantitative empirical data collected from 200 SEA Young Adults studying in one of the public universities in Malaysia. Stratified random sampling is used while ensuring fair representation of SEA countries, viz., Singapore, Malaysia, Philippines, Thailand, Indonesia, Vietnam, and Cambodia. Correlation and regression analysis were carried out using SPSS 20.0. The study resulted in the finding that social influence has the highest level of linear relationship …

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Achievement As Gift And Prestige: Formulating Anticipated Emotion Of Others As New Determinant Of Consumer Motivation, Bilson Simamora Nov 2021

Achievement As Gift And Prestige: Formulating Anticipated Emotion Of Others As New Determinant Of Consumer Motivation, Bilson Simamora

ASEAN Marketing Journal

Emotion is central component of consumer behavior. This concept, that is borrowed from psychology, is now widely and applied studied in marketing. Two major approaches used by marketing researchers are, first, behavior causes emotions and second, emotions cause behavior. In the second approach, marketing researchers study anticipated emotions of the actors and their consequences on the actors¡¯ behavior. The interesting question, how is anticipated emotion of others on the actor¡¯s behavior? This study is purposed to answer that question. The author studies potential emotions of others that accompany future individuals¡¯ achievement when achievement is considered as gift to significant others …

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A Model Of Service Marketing In Port Services: Empirical Study In Pt Pelabuhan Indonesia Ii (Persero), Tanjung Priok Branch, Rati Farini Srihadi, Hartoyo Hartoyo, Dadang Sukandar, Agus Maulana Nov 2021

A Model Of Service Marketing In Port Services: Empirical Study In Pt Pelabuhan Indonesia Ii (Persero), Tanjung Priok Branch, Rati Farini Srihadi, Hartoyo Hartoyo, Dadang Sukandar, Agus Maulana

ASEAN Marketing Journal

Port of Tanjung Priok is one of the ports in Indonesia which has the potential to be developed into an international seaport with the level of activity and the capacity of loading and unloading. This study aims to understand the key variables that determine the service quality of the port, so as to achieve customer satisfaction and loyalty. By using Structural Equation Modeling, this study analyzes the effects of various dimensions of service quality to customer satisfaction, and the relationships formed between perceived value and customer loyalty of the port service industry in Indonesia. The sampling method used was stratified …

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100% Love Indonesia: Role Of Government Campaign To Promote Local Products In Indonesia, Imam Salehudin Nov 2021

100% Love Indonesia: Role Of Government Campaign To Promote Local Products In Indonesia, Imam Salehudin

ASEAN Marketing Journal

This research aims to investigate the role of government buy-local campaign to increase consumer willingness to purchase local products in Indonesia. This paper also aims to identify relevant mediating variables between exposure to ¡°buy local¡± campaign and willingness to purchase local products. This research use questionnaire data from 394 respondents selected using purposive sampling method. Product specific constructs are asked and analyzed separately in four different product categories (e.g. Produce, Leather, Culinary and Creative products). Data was analyzed using Structural Equation Model and compared further between product categories. The study found that exposure to the buy local promotion campaign does …

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Socio-Economic Classification And Its Scope In Crafting Rural Segments, Rinalini Pathak Kakati, Shazeed Ahmed Nov 2021

Socio-Economic Classification And Its Scope In Crafting Rural Segments, Rinalini Pathak Kakati, Shazeed Ahmed

ASEAN Marketing Journal

With the liberalization of the Indian Economy in the mid 1990’s, substantial growth has been seen in the rural areas. Rural India which comprises around 70% of the total population of the country has become an emerging area for marketers. This study tries to identify key market variables that can help in crafting rural market segments. The socio-economic classification (SEC) 2011 which segments the market based on education level and possession of consumer durables. This study examines income as another key market variable together with education in the creation of distinct segments or hybrid segments. It then further identifies important …

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Entrepreneurs` Cognitive And Decision Making Styles, Mahmoud Motvaseli, Fariba Lotfizadeh Nov 2021

Entrepreneurs` Cognitive And Decision Making Styles, Mahmoud Motvaseli, Fariba Lotfizadeh

ASEAN Marketing Journal

The main purpose of this study is to explore the relation between decision-making styles which are measured by the General decision-making style (GDMS) test and information processing styles which are often termed cognitive styles and are, in this study, measured by Cognitive Style Inventory. The authors directed a survey research on 162 Iranian students. Structural equation modeling techniques were used to measure the impact of cognitive styles on decision-making styles. The authors found that cognitive styles have a positive impact on decision-making styles. In spite of the abundant research on factors that affect decision-making styles, few researches have tested the …

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Examination Of Transport Performance And Authenticity On Behavioural Intention, Bintang Handayani, Basri Rashid Nov 2021

Examination Of Transport Performance And Authenticity On Behavioural Intention, Bintang Handayani, Basri Rashid

ASEAN Marketing Journal

This study aims to scrutinise the transport performance and authenticity as one of the elements in tourism attributes in relation with behavioural intention. Utilising quantitative approach; data collected from survey of 384 overseas tourists were used to clarify the research proposition. The study suggests that transport performance may emerge as one of organic image elements for destination brand identity formation, influences cognitive image of overseas tourist but insignificant on tourist’s behavioural intention. In addition, future spectrum of the transport development in relation with authenticity indicates its importance for not damaging the destination’s overall profile.

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The Existence Of Islamic Banking In Indonesia From Non-Muslims Perceptions, Budi Setiawan, Ratih Puspitasari, Tarida Marlin Surya Manurung Nov 2021

The Existence Of Islamic Banking In Indonesia From Non-Muslims Perceptions, Budi Setiawan, Ratih Puspitasari, Tarida Marlin Surya Manurung

ASEAN Marketing Journal

This study has three main objectives, which are to identify the common knowledge of the non- Muslims on the Islamic banking products and services; to identify the non-Muslims perception; and to analyze the influence of respondents’ demography to the perception on revenue sharing system of Islamic banking. E-survey method was used with a quantitative approach involving 244 respondents, who partook to fill the online questionnaire. Descriptive statistics and binary logistic regression tests were used as data analysis techniques. The majority of the respondents have a better knowledge on savings, rather than other products. The existence of Islamic banking has been …

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Application Of Text Mining To Extract Hotel Attributes And Construct Perceptual Map Of Five Star Hotels From Online Review: Study Of Jakarta And Singapore Five-Star Hotels, Arga Hananto Nov 2021

Application Of Text Mining To Extract Hotel Attributes And Construct Perceptual Map Of Five Star Hotels From Online Review: Study Of Jakarta And Singapore Five-Star Hotels, Arga Hananto

ASEAN Marketing Journal

The use of post-purchase online consumer review in hotel attributes study was still scarce in the literature. Arguably, post purchase online review data would gain more accurate attributes thatconsumers actually consider in their purchase decision. This study aims to extract attributes from two samples of five-star hotel reviews (Jakarta and Singapore) with text mining methodology. In addition,this study also aims to describe positioning of five-star hotels in Jakarta and Singapore based on the extracted attributes using Correspondence Analysis. This study finds that reviewers of five star hotels in both cities mentioned similar attributes such as service, staff, club, location, pool …

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The Timing Effects Of Reward, Business Longevity, And Involvement On Consumers’ Responses To A Reward Program, Badri Munir Sukoco, Meng-Kuan Lai, Wan-Jou Weng Nov 2021

The Timing Effects Of Reward, Business Longevity, And Involvement On Consumers’ Responses To A Reward Program, Badri Munir Sukoco, Meng-Kuan Lai, Wan-Jou Weng

ASEAN Marketing Journal

The Timing Effects of Reward, Business Longevity, and Involvement on Consumers’ Responses to a Reward Program

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E-Travel Adoption By Small Travel Enterprises (Stes): An Initial Study In Indonesia And Malaysia, Vera Pujani, Yazrina Yahya, Alfitman Alfitman, Refdinal Nazir Nov 2021

E-Travel Adoption By Small Travel Enterprises (Stes): An Initial Study In Indonesia And Malaysia, Vera Pujani, Yazrina Yahya, Alfitman Alfitman, Refdinal Nazir

ASEAN Marketing Journal

This paper aims to investigate e-travel adoption of tourism industries in Indonesia and Malaysia particularly by STEs. The qualitative research was undertaken using case analysis from in-depth interviews of 10-STEs as intial study both in Indonesia and Malaysia. The finding result of e-travel adoption by STEs in a cross-cultural study was identified from the findings present in the initial study based on personal, organizational and website characteristics. The majority of personal characteristics were relatively similar in both countries. However, few differences are present in organizational and website characteristics. E-travel adoption in both countries is influenced by the business experiences of …

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Marketing Collaboration And Sme Strategy Implementation In Blora, Indonesia, Kesi Widjajanti Nov 2021

Marketing Collaboration And Sme Strategy Implementation In Blora, Indonesia, Kesi Widjajanti

ASEAN Marketing Journal

The collaboration between small and medium enterprises (SMEs) and large enterprises (LEs) have been widely researched. Previous research on collaborative marketing strategy has been developed, but the contribution of these strategies for SMEs is still unclear. This research focuses on “marketing collaboration”to clarify the role of collaboration, based on the discussion of the findings that emerged from the qualitative study of SMEs. This is related to the characteristics of creative industries which mostly consist of SMEs with limited knowledge and skills to enter in the field of marketing. To expand the business SMEs is very difficult if done alone. To …

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The Relationship Between Brand Equity, Customer Satisfaction, And Brand Loyalty On Coffee Shop: Study Of Excelso And Starbucks, Aries Susanty, Eirene Kenny Nov 2021

The Relationship Between Brand Equity, Customer Satisfaction, And Brand Loyalty On Coffee Shop: Study Of Excelso And Starbucks, Aries Susanty, Eirene Kenny

ASEAN Marketing Journal

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 …

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