Journal of ASEAN PLUS Studies

Analysis of Indonesian Development Equity: Making the Golden Indonesia 2045 through Pure Decentralization Policy in National Development Planning

2025-02-27T09:05:45+07:00

This research aims to discover the challenges of Golden Indonesia 2045 by
identifying the regional autonomy in Indonesia, village autonomy in Indonesia, development planning mechanism in Indonesia, acceleration of Development in Indonesia, and challenges of Golden Indonesia 2045 in the Indonesian National Development Planning. This is an eﬀort to evaluate decentralization in Indonesia. This study uses the Regulatory Impact Assessment (RIA) method in public policy analysis. Primary data includes legal frameworks and expert interviews, while secondary data is derived from government reports, academic journals, and books. The data collected will then be analyzed using the theories used in this study, namely decentralization. The study results stated that the decentralization and autonomy implemented in Indonesia need to run more purely and optimally. In this case, Indonesia is more oriented towards centralization. All the authority of local governments and governments under them is based on and is very dependent on the central government. The construction of Indonesia’s government system through the avoidance of the authority of the entire local government through pure autonomy that allows it to be absolute results in the dependence of local governments on the central government. The development planning model in Indonesia must be bottom-up and participatory. This can be implemented through decentralization and pure autonomy by the central government for local and village governments. The study recommends granting greater authority to local and village governments, enabling them to develop and document strategic development plans (RPJPD, RPJMD, and RPJM) in alignment with national objectives.

Analysis of the Relationship between UGC’s Concrete, Abstract Content, and Brand Attitude on Purchase Intention of Generation Z

2025-04-11T22:37:01+07:00

In this fast-paced era, social media is becoming an increasingly important part of brand-customer communication, especially for Generation Z, whose activities are mostly conducted online. Therefore, this study conducted a 1x2 experiment with Generation Z participants, —200 participants for UserGenerated Content (UGC) abstract content and 210 for in User-Generated Content (UGC) concrete content—to examine how User-Generated Content (UGC) aﬀects purchas intention. The results show that when consumers use social media to search for product information, the dissemination of their User-Generated Content (UGC), concrete content, and abstract content has a significant positive correlation with purchase intention, and brand equity has a significant positive correlation with purchase intention. The mediating role analysis of brand equity is eﬀective with the purchase intention of User-Generated Content (UGC).

Determinants of Revisit Intention: A Case of Snorkeling Tourism in Hainan Province

2024-06-18T16:11:07+07:00

This study investigated the impacts of factors, namely service quality,
infrastructure, destination image, safety, and promotion, on revisit intention with the mediating roles of satisfaction of snorkeling tourists in Hainan Province, China, employing a quantitative research approach framed by customer satisfaction theory. Stratified purposive sampling was employed. Survey data were collected from 617 domestic snorkeling tourists in Beijing, representing a response rate of 96.41%. Hypothesis testing, using PLS-SEM, combined with the Sobel test for mediation, revealed that only service quality (β = 0.240; p < 0.010) and safety (β = 0.140; p < 0.010) have a significant direct impact on revisit intention. Further, customer satisfaction significantly inﬂuenced revisit intention (β = 0.530; p < 0.010). For indirect eﬀects, service quality (t = 7.389, p = 0.000), safety (t = 4.403, p = 0.000), and promotion (t = 3.194, p = 0.001) indirectly inﬂuence revisit intention through satisfaction. These findings underscore the importance of service quality and safety in enhancing customer satisfaction and revisiting intentions among snorkeling tourists. The study oﬀers practical recommendations for tourism stakeholders and policymakers in Hainan to prioritize these factors to foster long-term tourism development and economic growth in the region, enriching the literature on customer satisfaction and revisiting intentions in marine tourism.

The Inﬂuence of the Korean Wave on the Consumption of the Iconic Korean Spirit, ‘Soju’, by Thai Consumers

2025-03-12T10:46:57+07:00

In recent decades, Korean culture has gained global attention due to globalization and rapid technological advancements. This cultural phenomenon, known as the “Hallyu” or “Korean Wave”, has conferred substantial soft power on Korea through its impact on entertainment media, the arts, fashion, language, and cuisine. The main objective of this research is to examine how Economic Value (ECV), Quality Value (QV), Emotional Value (ETV), Epistemic Value (EPV), Familiarity (FM), Subjective Norm (SN), and Perceived Behavioral Control (PBC) inﬂuence Thai consumers, purchase intentions for Soju, a popular Korean alcoholic beverage, by applying the extension of the Theory of Planned Behavior (TPB). Methodologically, this study employed a quantitative approach, conducting a cross-sectional survey of 464 Thai consumers in Chiang Mai. The collected data were analyzed using the Ordinary Least Squares (OLS) regression method. The study reveals that perceived quality, emotional value, familiarity, subjective norms, and perceived behavioral control have a significant impact on Thai consumers’ purchase intentions for Soju. In contrast, economic and epistemic values do not show significant inﬂuence. Based on these findings, businesses should focus on quality assurance, cultural integration strategies, enhancing product familiarity, leveraging social inﬂuence, and improving product accessibility to expand the Soju market in Thailand eﬀectively. Implementing these targeted marketing approaches can strengthen Thai consumers’ connection to Korean culture and enhance Soju’s market presence nationwide.

Work Stress and Burnout among Human Resources Personnel in Private Higher Education Institutions in China: The Mediating Role of Job Satisfaction

2024-05-27T08:05:22+07:00

As China’s private higher education institutions undergo transformative development, the Human Resources Department, as one of the core departments, faces significantly increased work stress, decreased job satisfaction, and intensified burnout among its staﬀ. Although previous studies have focused on the relationships among these variables, the within-specific dynamics to the context of private higher education institutions in China remain insufficiently explored. This study aimed to 1) investigate the interactions among work stress, job satisfaction, and burnout, 2) examine the mediating role of job satisfaction between work stress and burnout, and 3) provide theoretical and empirical support for human resources management in private higher education institutions.

Using a quantitative research method, this study surveys the staﬀ of Human Resources Departments in private higher education institutions in Yunnan Province, China, with a valid sample size of 423. Statistical methods were analyzed to examine the relationships and underlying mechanisms among work stress, job satisfaction, and burnout. The findings indicate that there is a significant positive correlation between work stress and burnout, with job
satisfaction serving as a significant mediator in this relationship. Specifically, the analysis revealed that work stress indirectly increases burnout by reducing job satisfaction.

Based on the results, this study underscores the importance of managing work stress in the context of private higher education institutions, demonstrates that enhancing job satisfaction can eﬀectively alleviate burnout, and recommends that private higher education institutions adopt strategies to optimize the work environment, provide training and development opportunities, enhance the job satisfaction of Human Resources Department staﬀ, and reduce burnout.

Guidelines for Developing Learner Attributes for Global Citizenship and Intercultural Understanding through Quality Education

2025-06-09T14:34:03+07:00

The objectives of this study were: 1) to examine the current and desired conditions of academic administration with a focus on learner attributes aligned with global citizenship, aiming to promote desirable characteristics and cultural understanding within the ASEAN community and 2) to propose academic administration guidelines that emphasize these attributes to foster intercultural competence. This quantitative research involved 322 school administrators and teachers from schools under Assumption College, Rayong. 296 questionnaires were distributed, with a 92% response rate. The sampling method was simple random sampling. The research instrument was a questionnaire with an Index of Item-Objective Congruence (IOC) ranging from 0.66 to 1.00 and a reliability coefficient of 0.826. Data collection was conducted online. Quantitative data were analyzed using descriptive statistics, including frequency, percentage, mean, and standard deviation. A needs analysis was performed using the modified Priority Needs Index (PNI modified). Qualitative data were analyzed through content analysis and analytical description. Findings indicated that the overall current condition of academic administration was moderate. The development of media and learning resources received the highest ratings, followed by academic personnel development, while instructional management received the lowest ratings. In terms of desired conditions, instructional management ranked highest, followed by supervision and evaluation, while academic planning ranked lowest, though still at a high level. The top priority needs identified were instructional management, supervision and assessment, and curriculum and learning activity development. Based on the findings, three key guidelines for academic administration were proposed: 1) Develop diverse learning activities that encourage participation, idea expression, and collaborative learning. 2) Implement varied assessment methods that address learners’ skills, attitudes, and desirable attributes. 3) Enhance personnel’s knowledge and understanding of global citizenship, the ASEAN community, and cultural diversity.