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 effect on loyalty intention. Theoretical Contribution/Originality: This research elaborated on the role of TAM in using the gamification method for intention to engage, brand attitude, and its effect on loyalty intention. Practitioner/Policy Implication: The company that applies gamification should develop a fun and interesting game to create engagement. Emotional bonding and a positive consumer feeling must be maintained to build consumer loyalty. Research limitation/Implications: The external factor such as subjective norm, design, image, job relevance, technology efficacy influence, the level of perceived usefulness, and ease of use. Keywords: Technology Acceptance Model (TAM), perceived enjoyment, perceived social influence, brand loyalty, gamification, e-commerce.
{"title":"The Use of Technology Acceptance Model to Explain Brand Attitude and Loyalty Intention in E-Commerce: The Gamification Case","authors":"Nadia Nila Sari","doi":"10.21002/amj.v14i1.1151","DOIUrl":"https://doi.org/10.21002/amj.v14i1.1151","url":null,"abstract":"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 effect on loyalty intention. Theoretical Contribution/Originality: This research elaborated on the role of TAM in using the gamification method for intention to engage, brand attitude, and its effect on loyalty intention. Practitioner/Policy Implication: The company that applies gamification should develop a fun and interesting game to create engagement. Emotional bonding and a positive consumer feeling must be maintained to build consumer loyalty. Research limitation/Implications: The external factor such as subjective norm, design, image, job relevance, technology efficacy influence, the level of perceived usefulness, and ease of use. Keywords: Technology Acceptance Model (TAM), perceived enjoyment, perceived social influence, brand loyalty, gamification, e-commerce.","PeriodicalId":30884,"journal":{"name":"Asean Marketing Journal","volume":" ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2022-06-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47096559","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2021-12-21DOI: 10.21002/amj.v13i2.13523
A. Mustikawan, W. Swasty, F. E. Naufalina
{"title":"UTILIZATION OF EYE TRACKING TECHNOLOGY IN DESIGN AND MARKETING DECISION MAKING","authors":"A. Mustikawan, W. Swasty, F. E. Naufalina","doi":"10.21002/amj.v13i2.13523","DOIUrl":"https://doi.org/10.21002/amj.v13i2.13523","url":null,"abstract":"","PeriodicalId":30884,"journal":{"name":"Asean Marketing Journal","volume":"1 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2021-12-21","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41435172","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2021-12-21DOI: 10.21002/amj.v13i2.13544
S. Mege, Grouse Oematan
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 narrative were used as stimulus. Research Findings: The result revealed that people who are aware of the past identity of the product perceived that the product has a story and feel more special, unique, and recognized if they use the product. Contrary to the previous research, this study found no difference in perception about product appeal and purchase intention between two groups. Theoretical Contribution/Originality: This research contribute in filling the gap of the impact of storytelling with simple narrative toward upcycled products especialy in Indonesia. Practitioner/Policy Implication: This study could provide some insights to business owners and marketers that building a story about the product or around the product can help build positive attitude toward the product and a simple or minimal narrative can function well. Research limitation/Implications: This research however has some limitations such as the variety of participants which limited to university students. Furthermore, this research did not take into account the prior knowledge and awareness of participants about repurposed products.
{"title":"REVEALING PAST IDENTITY OF UPCYCLED PRODUCTS: HOW SIMPLE NARRATIVE IMPROVE PRODUCT PERCEPTION","authors":"S. Mege, Grouse Oematan","doi":"10.21002/amj.v13i2.13544","DOIUrl":"https://doi.org/10.21002/amj.v13i2.13544","url":null,"abstract":"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 narrative were used as stimulus. Research Findings: The result revealed that people who are aware of the past identity of the product perceived that the product has a story and feel more special, unique, and recognized if they use the product. Contrary to the previous research, this study found no difference in perception about product appeal and purchase intention between two groups. Theoretical Contribution/Originality: This research contribute in filling the gap of the impact of storytelling with simple narrative toward upcycled products especialy in Indonesia. Practitioner/Policy Implication: This study could provide some insights to business owners and marketers that building a story about the product or around the product can help build positive attitude toward the product and a simple or minimal narrative can function well. Research limitation/Implications: This research however has some limitations such as the variety of participants which limited to university students. Furthermore, this research did not take into account the prior knowledge and awareness of participants about repurposed products.","PeriodicalId":30884,"journal":{"name":"Asean Marketing Journal","volume":" ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2021-12-21","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45159578","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2021-12-21DOI: 10.21002/amj.v13i2.13539
Teymour Marjani, S. I. Gheshlagh, Alireza Sarfi
Manuscript 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 as 0.566 and a correlation between “applications of TRM system” and “IMHTs” based on path analysis concerning confirmatory factor loadings analysis as 0.521. Moreover, there was a correlation betwee n “Consumers' satisfaction with TRM” and “IMHTs” based on path analysis concerning confirmatory factor loadings analysis as 0.936. Theoretical Contribution/Originality: The conceptual model of the study involves components including “the applications of TRM system,” “satisfaction of the tourists with TRM,” and “information management of health tourists (IMHTs)” . recognition” with the presence of young and elite tourism activists and announced to create futuristic thinking and the need for elite thinking in the future of Isfahan. Research limitation/Implications: The tourism industry of Isfahan is currently so important in the comprehensive development of countries that economists call it invisible exports, and it is one of the largest industries in the world today.
{"title":"EXPLAINING THE TOURISM RELATIONSHIP MANAGEMENT (TRM) IN TOURISM ENTERPRISES (CASE STUDY: ISFAHAN)","authors":"Teymour Marjani, S. I. Gheshlagh, Alireza Sarfi","doi":"10.21002/amj.v13i2.13539","DOIUrl":"https://doi.org/10.21002/amj.v13i2.13539","url":null,"abstract":"Manuscript 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 as 0.566 and a correlation between “applications of TRM system” and “IMHTs” based on path analysis concerning confirmatory factor loadings analysis as 0.521. Moreover, there was a correlation betwee n “Consumers' satisfaction with TRM” and “IMHTs” based on path analysis concerning confirmatory factor loadings analysis as 0.936. Theoretical Contribution/Originality: The conceptual model of the study involves components including “the applications of TRM system,” “satisfaction of the tourists with TRM,” and “information management of health tourists (IMHTs)” . recognition” with the presence of young and elite tourism activists and announced to create futuristic thinking and the need for elite thinking in the future of Isfahan. Research limitation/Implications: The tourism industry of Isfahan is currently so important in the comprehensive development of countries that economists call it invisible exports, and it is one of the largest industries in the world today.","PeriodicalId":30884,"journal":{"name":"Asean Marketing Journal","volume":" ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2021-12-21","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45817963","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2021-12-21DOI: 10.21002/amj.v13i2.13545
M. Farahani, H. Shababi, P. G. Ashtiani
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 on consumer's expectations toward packaging elements of product. Research Findings: On the other hand packaging (background) color and font style variables have positive and significant effect on consumer's expectations toward packaging elements of product. Thus, according to the results visual criteria have more effective role on packaging than functional criteria. Theoretical Contribution/Originality: factors in stimulating Visual and Functional Criteria rare study which investigates and insights the exact of the field. al around the world. Research limitation/Implications: Lack of cooperation of some respondents; As well as the limited results to the respondents' perceptions of the questionnaire questions.
{"title":"THE EFFECT OF VISUAL AND FUNCTIONAL CRITERIA OF PACKAGING: CONSUMER EXPECTATIONS OF ELEMENTS FOR DAIRY PRODUCT PACKAGING","authors":"M. Farahani, H. Shababi, P. G. Ashtiani","doi":"10.21002/amj.v13i2.13545","DOIUrl":"https://doi.org/10.21002/amj.v13i2.13545","url":null,"abstract":"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 on consumer's expectations toward packaging elements of product. Research Findings: On the other hand packaging (background) color and font style variables have positive and significant effect on consumer's expectations toward packaging elements of product. Thus, according to the results visual criteria have more effective role on packaging than functional criteria. Theoretical Contribution/Originality: factors in stimulating Visual and Functional Criteria rare study which investigates and insights the exact of the field. al around the world. Research limitation/Implications: Lack of cooperation of some respondents; As well as the limited results to the respondents' perceptions of the questionnaire questions.","PeriodicalId":30884,"journal":{"name":"Asean Marketing Journal","volume":" ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2021-12-21","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42122101","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2021-12-21DOI: 10.21002/amj.v13i2.13541
Jareena Nasreen, A. Lubis
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 has no influence on customer adaptation. On the other hand, Convenience, and Communication are proven to have significant and positive influences on Customer Adaptation to Internet Banking in Indonesia. Theoretical Contribution/Originality: This research uses the theory of Technology Acceptance Model (TAM) to explain Indonesian customers’ adaptation to Internet Banking by combining the models from Ege Oruç & Tatar (2017) and Jahangir & Parvez (2012). Practitioner/Policy Implication: The results of this study suggest that banks should provide easier, more attractive and secure facilities for users. Banks should invest more in promoting Internet Banking either internally through information by bank officers or spreading media brochures to customers in line at the back. Research limitation/Implications: There are some limitations of this research in terms of the number of respondents, geographical coverage, the model used, questionnaire design and respondent’s perception. Further research might consider to address these issues.
{"title":"DETERMINANTS OF CUSTOMERS’ ADAPTATION TO INTERNET BANKING: EVIDENCE FROM GREATER JAKARTA AREA, INDONESIA","authors":"Jareena Nasreen, A. Lubis","doi":"10.21002/amj.v13i2.13541","DOIUrl":"https://doi.org/10.21002/amj.v13i2.13541","url":null,"abstract":"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 has no influence on customer adaptation. On the other hand, Convenience, and Communication are proven to have significant and positive influences on Customer Adaptation to Internet Banking in Indonesia. Theoretical Contribution/Originality: This research uses the theory of Technology Acceptance Model (TAM) to explain Indonesian customers’ adaptation to Internet Banking by combining the models from Ege Oruç & Tatar (2017) and Jahangir & Parvez (2012). Practitioner/Policy Implication: The results of this study suggest that banks should provide easier, more attractive and secure facilities for users. Banks should invest more in promoting Internet Banking either internally through information by bank officers or spreading media brochures to customers in line at the back. Research limitation/Implications: There are some limitations of this research in terms of the number of respondents, geographical coverage, the model used, questionnaire design and respondent’s perception. Further research might consider to address these issues.","PeriodicalId":30884,"journal":{"name":"Asean Marketing Journal","volume":" ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2021-12-21","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47305826","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2021-12-21DOI: 10.21002/amj.v13i2.13540
Imam Salehudin, Frank Alpert
Manuscript 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 taxonomy also reveals different types of in-app purchases, the most dominant Freemium business model in the mobile game market. Further discussion connects the taxonomy to related issues such as user archetypes and 'user flows'. Theoretical Contribution/Originality: This paper conceptualises a novel taxonomy of business model integrating various research streams and differentiating types of freemium business model. This paper also extends the existing archetypes of Freemium users by adding new categories, namely Remoras and Barnacles, to differentiate free users. Finally, this paper proposes a framework of user flows between the free and the paying state, arguing for a nonlinear flow. Research limitation/Implications: The taxonomy addresses freemium business models in the mobile game market. Application of the taxonomy in a broader context will require further study.
{"title":"NO SUCH THING AS A FREE APP: A TAXONOMY OF FREEMIUM BUSINESS MODELS AND USER ARCHETYPES IN THE MOBILE GAME MARKET","authors":"Imam Salehudin, Frank Alpert","doi":"10.21002/amj.v13i2.13540","DOIUrl":"https://doi.org/10.21002/amj.v13i2.13540","url":null,"abstract":"Manuscript 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 taxonomy also reveals different types of in-app purchases, the most dominant Freemium business model in the mobile game market. Further discussion connects the taxonomy to related issues such as user archetypes and 'user flows'. Theoretical Contribution/Originality: This paper conceptualises a novel taxonomy of business model integrating various research streams and differentiating types of freemium business model. This paper also extends the existing archetypes of Freemium users by adding new categories, namely Remoras and Barnacles, to differentiate free users. Finally, this paper proposes a framework of user flows between the free and the paying state, arguing for a nonlinear flow. Research limitation/Implications: The taxonomy addresses freemium business models in the mobile game market. Application of the taxonomy in a broader context will require further study.","PeriodicalId":30884,"journal":{"name":"Asean Marketing Journal","volume":" ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2021-12-21","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47259986","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2021-12-21DOI: 10.21002/amj.v13i2.13543
Murry Harmawan Saputra, Elia Ardyan, C. Tanesia, Endah Pri Ariningsih
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, brand attitude, emotional customer value, and symbolic brand reputation in increasing the success of building brand resonance, so that the company is able to make customers have a strong bond with the brand . Theoretical Contribution/Originality: The theoretical model of this research could be utilized as an essential reference in developing a brand management model through the CBBE approach . The originality of this research is placed on the new conceptual model development, in order to build a strong brand resonance . Practitioner/Policy Implication: This research has distinctly indicated that there were three methods to drive increased brand resonance that companies could adopt in setting the brand policies. These three important things included increasing the symbolic brand reputation and customers’ emotional value, increasing the positive attitude of customers towards the brand (brand attitude), and increasing the consumer's affection for the brand. Research limitation/Implications: This research utilizes samples on only one automotive brand and company.
{"title":"BUILDING BRAND RESONANCE: OPTIMIZING SYMBOLIC BRAND REPUTATION AND CUSTOMERS’ EMOTIONAL VALUE","authors":"Murry Harmawan Saputra, Elia Ardyan, C. Tanesia, Endah Pri Ariningsih","doi":"10.21002/amj.v13i2.13543","DOIUrl":"https://doi.org/10.21002/amj.v13i2.13543","url":null,"abstract":"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, brand attitude, emotional customer value, and symbolic brand reputation in increasing the success of building brand resonance, so that the company is able to make customers have a strong bond with the brand . Theoretical Contribution/Originality: The theoretical model of this research could be utilized as an essential reference in developing a brand management model through the CBBE approach . The originality of this research is placed on the new conceptual model development, in order to build a strong brand resonance . Practitioner/Policy Implication: This research has distinctly indicated that there were three methods to drive increased brand resonance that companies could adopt in setting the brand policies. These three important things included increasing the symbolic brand reputation and customers’ emotional value, increasing the positive attitude of customers towards the brand (brand attitude), and increasing the consumer's affection for the brand. Research limitation/Implications: This research utilizes samples on only one automotive brand and company.","PeriodicalId":30884,"journal":{"name":"Asean Marketing Journal","volume":" ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2021-12-21","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45339872","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2021-06-30DOI: 10.21002/amj.v13i1.13215
Y. Hasanah, Fauzan Aziz
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 able to explain that 65.6% of repeated purchases were influenced by green marketing and brand image while the remaining 34.4% was influenced by other factors. Theoretical Contribution/Originality: By understanding that the green marketing and brand image can influencing the repeat purchase of consumer of coffee shop in Bandung, one can compare future studies especially in the field of marketing management materials. Practitioner/Policy Implication: The results of this research can be used to help practitioner to develop and improve marketing strategies more effectively and efficiently, especially for coffee shop that target people in the city of Bandung as their consumers. Research Limitation/Implication: geography, number of sample, simple method
{"title":"THE ANALYSIS OF GREEN MARKETING AND BRAND IMAGE ON REPEAT PURCHASE ON CONSUMERS OF COFFEE SHOP IN BANDUNG","authors":"Y. Hasanah, Fauzan Aziz","doi":"10.21002/amj.v13i1.13215","DOIUrl":"https://doi.org/10.21002/amj.v13i1.13215","url":null,"abstract":"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 able to explain that 65.6% of repeated purchases were influenced by green marketing and brand image while the remaining 34.4% was influenced by other factors. Theoretical Contribution/Originality: By understanding that the green marketing and brand image can influencing the repeat purchase of consumer of coffee shop in Bandung, one can compare future studies especially in the field of marketing management materials. Practitioner/Policy Implication: The results of this research can be used to help practitioner to develop and improve marketing strategies more effectively and efficiently, especially for coffee shop that target people in the city of Bandung as their consumers. Research Limitation/Implication: geography, number of sample, simple method","PeriodicalId":30884,"journal":{"name":"Asean Marketing Journal","volume":" ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2021-06-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48097319","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2021-06-30DOI: 10.21002/amj.v13i1.13216
Natasha A. Prawira, Sabrina O. Sihombing
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 relationship between scarcity, serendipity information moderated by social shopping, adventure shopping, value shopping, relaxation shopping and idea shopping towards online impulse buying behavior Theoretical Contribution/Originality: This research makes a theoretical contribution to international business as well as the theory of consumer behavior about situational factors namely, the scarcity and chance of information as independent variables are moderated by the value of hedonic shopping, namely, social, adventure, value, relaxation and shopping ideas affecting the dependent variable, online impulsive buying Practitioner/Policy Implication: The results of this study can be used as information for PT Shopee International company management in determining online sales and marketing strategies that focus on the e-commerce marketplace Research limitation/Implications: This study uses non-probability sampling, thus the results of this study cannot be generalized to other contexts
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