ASEAN Marketing Journal
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COMPARATIVE ANALYSIS OF YOUTUBER AND CELEBGRAM IN DEVELOPING CONSUMER BRAND PERCEPTIONS AND INTENTIONS TO BUY LUXURY BRAND COSMETICS
No full textManuscript type: Empirical ResearchResearch 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 perception of luxury brand that consist of brand value, brand user fit, and brand luxury, further proven to influences purchase intention.Originality: The study is one of study that compares the PSI impact of YouTuber and Celebgram influence toward luxury brand perception and purchase intention.Practitioner Implication: YouTuber and Celebgram are proven have impact toward brand perception and purchase intention so the company could enhance the interaction of the influencer with their followers for example by giving dicsount code by using the name of the influencer in certain time or specific e-commerce merchant.Research limitation: could not see the impact of PSI between responden that watch the influencer’s video compare to others not watch the video, so it is better to do the experiment design in the future. 
Factors Affect to Relationship Marketing for Creating Customer Loyalty in Hospital Services Business
No full textManuscript 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 quality positively influences customer trust; 2) customer trust positively influences customer value; 3) customer value positively influences customer loyalty; 4) customer trust negatively influences customer loyalty; and 5) the mediating effect of customer value positively influences customer trust and customer loyalty in high to a great extent, so it can have a full mediating effect. Originality/value: The study is one of the few empirical investigations into service quality based on customer trust, customer value, and customer loyalty in the healthcare industry that implements the green hospital concept, builds long-term relationships between customers and medical staff, and the healthcare is doing the examining the mediating effects of customer value on customer trust and customer loyalty. Practitioner/Policy Implications: This study can explain customer trust, customer value, customer loyalty based on hospital services quality through relationship marketing. Hospital has been applied JCI standard accreditation through green hospital build long-term relationship for their customer and good businesses for its hospital. Research limitation/Implications: The research results indicate that service quality is the basic step in increasing customer trust, customer value and customer loyalty in hospital management. The findings of the study will help hospital management to 1) build relationships between medical staff and their customers, and create customer loyalty in long-term relationships, 2) to develop and implement the green hospital concept based on Joint Commission International standards within a green marketing framework. 
Social Shopping Relationship Management on Social E-Commerce in Indonesia (Case Study: Online Food Consumers)
No full text 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 forms to gather information from members who have made at least one previous online food purchase. Data was collected from Kaskus.com, a social shopping website in Indonesia. The authors analyzed the model using the structural equation modelling approach. Research Findings: The results show that members’ perceived social network, message source credibility, website stimuli, and argument quality are important factors that affect consumer e-loyalty. In addition, both consumer website value and relationship quality strengthened this loyalty. Theoretical Contribution/Originality: This study provides a comprehensive framework to better understand the influences on the development of relationship quality and the impact on member loyalty by addressing the role of information and content creation in the social shopping environment, especially on online food consumer behaviour. Practitioner/Policy Implication: Websites should provide trusted information, attention to stimulus, facilitate user interactions, and strengthen the value of the community to increase the user’s shopping experience. Research limitation/Implications: In this research, we were limited to one product category: food, and there are other factors that should be research such as cultural factors, lifestyle, level of technology adoption, and tradition to better understand the intentions of customer loyalty. 
CONCEPTUAL MODEL OF STUDENTS ABROAD’S BEHAVIOUR: AGENT-BASED MODELING APPROACH
No full textManuscript type: Original PapersResearch 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 important parameter that influences the number of remaining students and their probability density.Theoretical Contribution/Originality: Utilisation of agent-based simulation to predict behavior of studentsPractitioner/Policy Implication: Supporting good quality of life condition for students environmentally and sociallyResearch limitation/Implications: Interaction with fellow students, natives, recruiters abroad and in home country are the only interactions considered in this model. More elaborate and complicated model is needed. 
Implementing Data Clustering to Identify Capital Allocation for Small and Medium Sized Enterprises (SMEs)
No full text 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. Theoretical Contribution/Originality: The size of MSMEs is defined as the total assets, sales, or number of employees. It should be considered by financial institutions when assessing the viability of awarding a loan to that MSMEs. Moreover industry characteristics affect finance institutions to grant a loan to firm. Practitioner/Policy Implication: Financial decision makers, banks, financial institutions, and government advisors alike can determine capital allocation for MSMEs based on the clustering profile created in this study. Research limitation/Implications: This study constructs MSMEs grouping model that relies on investigated factors, including the firm size and the industry sector in order to determine the capital allocation to MSMEs. The future research regarding the capital allocation schemes for the MSMEs clustering profile are possible to do by adding new data, such as ownership type, owner-manager characteristics, and macroeconomic factors. 
The Effect of Organizational Reputation on E-loyalty: The Roles of E-trust and E-satisfaction
No full textPurpose- 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 trust, and customer loyalty in the electronic commerce company. Hence, this paper investigates the interrelationships between reputation, trust, satisfaction, and loyalty as a unique context. 
Customers’ Response to Service Failure: An Empirical Study on Indonesian Customers
No full textThe 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 complaint are often perform in facing service failure. The research findings suggested that due to service failure, most customers are likely to engage in a set of multiple responses. Further findings suggested that most complainers who are experiences with service failure are likely to exit.  
Contextual Marketing Based on Customer Buying Pattern in Grocery E-Commerce: The Case of Bigbasket.com (India)
No full textThe 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 peak hour. Indeed, this matter is useful to create contextual marketing and targeted advertising that is designed based on customer cluster and purchase behavior
Predicting Tourist Loyalty to a Small Emerging Destination – The Importance of Destination Image
No full textIn 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 country in the future. Tourist motiva- tion had some weak but significant effects on both overall trip satisfaction and destination loyalty when tested separately; however, the effect on overall trip satisfaction could not be observed when controlled by destination image. Implications were discussed for Vietnam and other small emerging destinations. 
Purchasing Massive Prestige Brands: The Exploration of Consumers’ Value Perceptions
No full textThe 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 but it was not significant. Extended-self had an effect on purchasing of massive prestige brands positively and but it was not significant. Hedonism had an effect on purchasing of massive prestige brands positively and it was significant. Exploration had an effect on purchasing of massive prestige brands positively and it was significant. Consciousness value had an effect on purchasing of massive prestige brands negatively and it was significant. Vanity had an effect on purchasing of massive prestige brands positively and it was significant. Keywords: massive prestige branding, conspicuousness consumption, uniqueness, extended-self , hedonism, exploration, consciousness value, vanit