ASEAN Marketing Journal
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DETERMINANTS OF NON-MUSLIM CONSUMERS’ PURCHASE BEHAVIOR TOWARD HALAL PACKAGED FOOD
No full textManuscript type: Research articleResearch Aims: The objective of this research is to determine factors affecting the purchase behavior of non-Muslim consumers toward halal packaged food.Design/methodology/approach: Data was collected from self-adminstrated questionnaire from non-Muslim consumers who have purchased halal packaged food. Structural Equation Modelling (SEM) using SmartPLS was used to analyze the effect of attitude, subjective norm, perceived behavioral control, halal logo and halal marketing on purchase intention and purchase behavior.Research Findings: Only subjective norm, halal logo and halal marketing affect purchase intention, which later affects purchase behavior. Meanwhile perceived behavioral control was found to directly affect purchase behavior.Theoretical Contribution/Originality: This research contributes further to the body of knowledge regarding the Theory of Planned Behavior, and has investigated that the theory can also be applied in the context of non-Muslim consumers’ purchase intention toward halal packaged food.Practitioner/Policy Implication: From the findings, practitioners in the field of halal packaged food can formulate strategies regarding halal marketing and subjective norm in order to stimulate consumers’ purchase intention.Research limitation/Implications: There are several research limitations regarding the screening question and a few indicators used which in future research is suggested to be a better reflection of the research variales and objectives
SOSIAL MEDIA STRATEGY OF NEW KPOP ALBUM : A VISUAL ANALYSIS OF BLACKPINK’S PHOTO TEASER
No full textManuscript type: Research article.Research Aims: This paper examined visual concept in Blackpink photo teaser as the promotion strategy in social media.Design/methodology/approach: This research was carried with qualitative approach, using Roland Barthes semiotics analysis to identify sign and symbol to identify visual meaning of Blackpink photo teaser and how the group is being presented through social media.Research Findings: Blackpink photo teasers have visual appeals which is consistent with the brand of the group. The girl crush and duality concepts of black and pink characters representing beautiful and strong persona were the message intended to be delivered through social media to the audience.Theoretical Contribution/Originality: This research explored the message contained within the visual concept in promotional photo teasers of a K-Pop group, Blackpink, as a social media strategy in promoting the new album. It is notable that the group wanted to project certain image through the photo teasers of the new album.Practitioner/Policy Implication: This research noted that the promotional strategy of a brand, in this case, the K-Pop group, in social media takes into consideration the brand identity and message appeals other than the visual aspect.Research limitation/Implications: This research only focused on one K-Pop group and a new album. Further research can be done covering multiple groups or multiple new albums to identify variety of concepts and strategies in social media
THE ROLE OF CUSTOMER NETWORKING CAPABILITY EFFECTIVENESS IN ENHANCING THE SALESPEOPLE’S PERFORMANCE IN SMALL AND MEDIUM ENTERPRISES
No full textResearch Aims: This research examines the research gap between adaptive selling and the salespeople’s performance. There is an inconsistency of research results among marketing researchers. This study extends the previous marketing literature to customer network-based marketing.Design/Methodology/approach: The research data were collected from 300 salesperson in the field of small and medium enterprises. The data analysis used a structural equation model and Sobel tests.The findings of the research: Research findings show that the effectiveness of customer networking capability functions as an intervention between adaptive selling and salespeople’s performance. Adaptive selling, interaction quality, and perceived interpersonal skills have a significant positive effect on the effectiveness of customer networking capability and salespeople’s performance.Theoretical Contribution/Originality: The current study develops networking theory and tries to contribute to the literature, which serves as a step towards broadening the concept of customer networking.Practitioner/Policy Implication: Managers can also build a network of customers who can communicate well. This communication supports long-term relationships and mutual benefits between customers and the company. To sustain long-term relationships, a company monitors customers through the network of effective communication.Research limitation/Implication: As this research was undertaken in Indonesia, the collected data merely represents the country’s sales and marketing situations. The findings may not apply in all countries. Conducting the same type of research in other Asian countries can test the accuracy of the model empirically
DETERMINANTS OF ECO-CONSCIOUS CONSUMER BEHAVIOR OF MUSLIMS IN INDONESIA USING THE THEORY OF PLANNED BEHAVIOR
No full textManuscript type: Research paperResearch Aims: This study aims to analyze the determinants of eco-conscious behavior of Indonesian Muslim consumers by using the Theory of Planned Behavior, with the incorporation of several additional variables namely intrinsic religious orientation, green trust, and environmental concern.Design/methodology/approach: The analysis used for this research is Partial Least Square Structural Equation Modeling (PLS-SEM) using SmartPLS software.Research Findings: The results show that intrinsic religious orientation influences the eco-conscious behavior of Indonesian Muslims directly and indirectly through attitude toward green products. Furthermore, environmental concern influences the eco-conscious behavior of Indonesian Muslims directly and indirectly through subjective norm and perceived behavioral control as mediators. Meanwhile, green trust does not directly influence the eco-conscious behavior of Indonesian Muslims.Theoretical Contribution/Originality: as a literature related to the theory of planned behavior that correlates religious and marketing factors to a person’s eco-conscious behavior.Practitioner/Policy Implication: Analyzing the factors that influence attitudes and behavior related to environmental awareness will make consumers more understand existing environmental problems. Furthermore, the results of this study may be useful for green marketers in shaping marketing policies and strategies.Research limitation/Implications: There are supporting variables to analyze attitudes and behaviors that explain pro-environment in previous studies but have not been included in this study. Then, more elaborated moderating effects shaped by intrinsic religious orientation is needed
Antecedents of Green Awareness for Eco-Friendly Products
No full text 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, followed by the perceived value of green initiatives, green brand image, and green brand attributes. Theoretical Contribution/Originality: The research provides practical contributions by formulating recommendations for industries that offer eco-friendly goods and encouraging the pursuit of healthy lifestyles, particularly in Indonesia, through the consumption of eco-friendly products. Practitioner/Policy Implication: This finding obviously becomes separating suggestion for an industry that moves on the eco-friendly product, with puts green advertising for the product through their some criterion. Research limitation/Implications: There are still several customer behaviors that are based on marketing strategy conducted by the company like green brand preference. Furthermore, this study does not discuss the research model that relates to customer’s demography 
Model of Relationships Among Marketing Public Relations, Service Quality and Attitude Toward Brand
No full textManuscript 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 in terms of marketing, and MPR could benefit corporates by enhancing their services as well as long-term relationships with and trust of customers by generating a positive attitude toward their brand. Research limitation/Implications: For the implementations, managers of RMIT Vietnam are highly recommend to make the MPR programs more tangible to gain positive ATB. Other service providers will enhance their service quality and adjust the budget accordingly by implementing this model for innovative solutions to ongoing marketing programs. 
STATUS DEMOTION IN LOYALTY PROGRAM: STRATEGY FOR CLOSE TO THE THRESHOLD CUSTOMERS
No full textManuscript 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 pointTheoretical Contribution/Originality: Enrich references about the status of demotion in HLP, distributive justice in the context of loyalty programs and scarcity theory in marketing.Practitioner/Policy Implication: Marketing managers should concern more about the strategy to demoted customer, especially customer who close to the threshold to produce more positive consumer evaluation.Research limitation/Implications: Further studies can focus on participant that have used airline loyalty programs to have stronger external validity. 
ANTECEDENTS OF MILLENNIALS’ SERVICE USAGE INTENTION: ONLINE GROCERY SERVICE IN INDONESIA
No full textManuscript type: Research ArticleResearch Aims: The research aims to fill in the gap in the existing literature on the usage intention of online grocery shopping in Indonesia. Further, the study intends to examine the influence of perceived usefulness and perceived ease of use to intention to use.Design/methodology/approach: The study was performed on 217 millennial respondents in the are of Jakarta and Greater Jakarta. Further, data results were analyzed using Structural Modelling Equation (SEM), specifically Partial Least Squared method with Smart PLS 3.2.8 software.Research Findings: Further, the research found that enjoyment is the predictor to perceived ease of use; while insignificant to perceived usefulness. E-WOM, perceived web quality and perceived ease of use are key predictors to perceived usefulness; while subjective norm, visibility, perceived risk, and trust are not the influencing factors. E-WOM and perceived web quality are predictors to trust; while trust is not significantly related to perceived usefulness. Moreover perceived ease of use and perceived usefulness to have an influence on the intention to use online grocery service.Theoretical Contribution/Originality: Numerous previous studies had indicated factors of subjective norm, perceived enjoyment, visibility, perceived risk (Driediger and Bhatiasevi, 2019) and trust (Alalwan et. al, 2015) as factors that influence consumers’ acceptance in terms of perceived usefulness and perceived ease of use. In relation with trust, perceived web quality and e-WOM (Al-debei. et. al, 2015) was found to increase the perception of trust that lead to perceived usefulness of online shopping.Practitioner/Policy Implication: Due to differences in the cultural, social, and demographic background of users, results are inapplicable to subjects in other countries. Further, online shopping platforms have various different business models and therefore results cannot be generalized into one.Research limitation/Implications: Explore the ground standard model and characteristics of various online grocery retailers. 
THE IMPACT OF EVENT MARKETING ON BUILDING BRAND AWARENESS FOR FASHION CUSTOMERS
No full textThe 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 event marketing strategy to brand awareness customer apparel industry in Bandung, and to give a design recommendation. The result shows that event marketing has a positive impact on brand awareness. Several important aspects from an event that customer wants are an innovative, integrated enterprise event. Event marketing should be well designed in order to make the memorable experience for the customer. This paper will be useful for marketers, business owners and in particular for other parties involved in fashion SMEs to understand the impact of event marketing and its importance on building brand awareness for fashion customers. Ultimately, once they can implement this event marketing strategy in their businesses, they are able to design the strategy of event marketing to build customers’brand awareness. 
Perceptions of Technical and Social Presence Towards Customers Trust and Value: Click-And-Brick Versus Pure-Click Retailers
No full textManuscript 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 from multi-channel retailers.Theoretical Contribution: Past authors propose online loyalty construct into the online consumer behaviour. However, they ultimately concluded that the employed e-service features produced insignificant influence on the patron’s e-loyalty. Instead of the e-loyalty variable, the perceived value construct is introduced in the recent study.Research Limitation: Limitation of the present study originates from the research scope, whichrevolves around customer’s perception of a real-life retailer’s brand. The question remains if the retailer’s unresolved negative performance could overwrite the perceived value and make them prone to brand-switching