Research Repository

The marketplace-based platform economy serves as a primary driver of growth for Micro, Small, and Medium Enterprises (MSMEs) in ASEAN, yet customer trust and cross-border regulatory fragmentation remain significant barriers to sustainability. While blockchain-based tokenized loyalty programs offer a transparent solution to enhance customer retention, they simultaneously introduce novel governance risks concerning data protection. Addressing this urgency, this cross-country comparative research evaluates the adoption of such technologies to formulate inclusive e-commerce governance standards that support the ASEAN 4.0 transformation. Specifically, the study seeks to evaluate the impact of tokenized loyalty designs on MSME trust and adoption in Indonesia and Malaysia, map consumer protection risks stemming from the digital divide and dispute resolution, and propose a draft of an e-commerce governance framework that balances cryptoeconomic innovation with regional legal compliance. The study employs a sequential explanatory mixed-methods design. The quantitative phase involves a survey of 500 marketplace MSMEs and 800 consumers across East Java (Indonesia) and Selangor/Kuala Lumpur (Malaysia), with data analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) adapted from the UTAUT2 model. Subsequently, the qualitative phase utilizes thematic coding analysis on in-depth interviews with key stakeholders, including platforms, regional regulators, and ISEAS partners. The targeted outcomes of this research encompass a publication in a reputable Scopus-indexed international journal, an International Agreement between UPN "Veteran" East Java and the ISEAS – Yusof Ishak Institute Singapore, a presentation at the International Seminar Research Month, and a regional Policy Brief outlining minimum governance standards for tokenized loyalty.

The global digital twin market is expanding rapidly, projected to grow from roughly $24.5 billion in 2025 to over $259 billion by 2032. Future advancements are expected to integrate Generative AI for more autonomous decision-making and Digital Doppelgängers to model human behavior and cognition.

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