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121	Marketing Management	ABS-275
Understanding the Trend of Marketing Communication Research: A Co-citation Bibliometric Analysis Alila Pramiyanti, Ira Dwi Mayangsari Telkom University Abstract This study presents a review of marketing communication research. We identified topical and methodological trends of current marketing communication research through a thematic meta-analysis. We searched literature using keywords “marketing communication” from Web-of-science database which provides the Social Science Citation Index (SSCI) and Arts and Humanities Citation Index (A&HCI). The articles published from 2015-2019 is selected as this study’s dataset to meet the novelty of the research. Bibexcel program was used to explore the co-citation patterns of marketing communication research agenda. Meanwhile, VOSviewer was used to visualise the bibliometric analysis. This study’s findings provide not only an overview of current marketing communication research trends but also new insights for future research directions regarding a development model of marketing communication research. Keywords: bibliometric, co-citation, marketing communication, research trend PermaLink | Plain Format | Corresponding Author (Alila Pramiyanti)

122	Marketing Management	ABS-20
Customer Relationship Management in Business-to-Business Marketing: The Impact on Corporate Performance Moh. Hasymi Quzwen , Ratih Hurriyati , Mokh. Adib Sultan School of Postgraduate Studies Universitas Pendidikan Indonesia Bandung Abstract The main purpose of this study is to examine the theoretical and empirical evidence on the causal relationship between the implementation of customer relationship management (CRM) and corporate performance. A research conceptual model is developed to depict the impact of three - organizational, strategic, cultural - factors on CRM implementation and the implications for corporate performance. The analysis was made up of 120 questionnaires from courier companies all over Indonesia. Since in courier industry, customers’ need and preferences change frequently, as do the competitors, so the moderating effect of market turbulence (market dynamism and market uncertainty) on the relationship between CRM implementation and corporate performance was also investigated. A structural equation modelling (SEM) test with maximum likelihood estimation was performed to test the relationship among organizational-strategic-cultural factors, CRM implementation, and corporate performane. The results indicate that organizational, strategic, and cultural factors, have positive effects on CRM implementation. The results also indicate that CRM implementations have significant positive effects on corporate performances of courier companies that do business-to-business marketing. Additionally, it is indicated that market turbulence negatively moderates the relationship between CRM implementation and corporate performance. Keywords: Customer relationship management, business-to-business marketing, corporate performance, market turbulence, courier industry PermaLink | Plain Format | Corresponding Author (Moh. Hasymi Quzwen)

123	Marketing Management	ABS-21
Satisfaction and Revisit Intention of Tourists in Bandung M. Meki Munawar (a*). Ratih Hurriyati (b). M. Adib Sultan (b). Senny Handayani Suarsa (c) a). Student of Management Doctoral Program, Universitas Pendidikan Indonesia *meki.munawar[at]gmail.com b). Management Doctoral Program, Universitas Pendidikan Indonesia c). Business Management, Politeknik Pos Indonesia Abstract The main objective of this study is to determine the tourists’ intention to revisit Bandung and subsequently examine the various predictors including food image, destination image, towards their visit satisfaction. The focus of this research is tourism in the Bandung city, with a sample of 200 tourists who have the intention revisiting Bandung. The sample technique used Convenient Sampling. Data collection is done through the questionnaire method and statistical analysis method used in this research is using Structural Equation Modeling (SEM) to analyze and elaborate all observed variables. The results of this research showed that the food image and destination image have a significant positive influence on tourist satisfaction and revisit intention. The destination image also showed a positive significant effect on tourist satisfaction but showed have not significant effect on revisit intention. Tourist satisfaction has a positive significant influence on revisit intention. Keywords: food image, destination image, tourist satisfaction and revisit intention PermaLink | Plain Format | Corresponding Author (Muhammad Meki Munawar)

124	Marketing Management	ABS-22
Online Shopping Usage Behavior Analysis Muhammad Amin, Ratih Hurriyati, M. Adib Sultan School of Postgraduate Studies, Universitas Pendidikan Indonesian, Bandung Abstract This study aims to analyze behavioral variables, Behavior intention to use online shopping (X1), Perceive behavioral control using online shopping (X2), Attitudes toward behavior online shopping (X3), perceived ease of using online shopping applications (X4) and Perceive usefullness online shopping (X5) as a predictor of the use of online shopping and correlation between variables. Based on the testing of multiple linear regression, the results showed that the dependent variable behavior intention to use online shopping, perceive behavior control using online shopping behavior, attitudes toward the use of online shopping, perceived ease of using online shopping applications and the perception of the benefits of using online shopping could be predictors of actual system use online shopping. Based on the results of the validity test with the Pearson correlation method, the results show that there is a relationship between each variable Keywords: Online Shopping, Perceive Behavior Control, Perceive Ease of Use, Perceive Usefullness, Attitudes Toward Behavior, Behavior Intention, Actual System Use, Regression and Correlation PermaLink | Plain Format | Corresponding Author (Muhammad Amin)

125	Marketing Management	ABS-23
The Influence of Perceived Service Quality and Perceived Price on Students’ Satisfaction and Recommendation N. Aziz Sugiharto, Ratih Hurriyati, Mokh. Adib Sultan School of Postgraduate Studies, Indonesian University of Education, Bandung Abstract This study examines the influence of perceived service quality and perceived price on students’ satisfaction and recommendation in higher education institution. Sample consists of 155 students who majority has learning in Poltekpos and STIMLOG of Bandung, taken by convenience sampling. The data was collected by survey with questioner method. Path analysis with Amos technique is statistical method chosen to measure influence of perceived service quality and perceived price on students’ satisfaction for recommendation to others. The results indicate that perceived service quality has a significantly positive influence on students’ satisfaction, but perceived price has negative influence on students’ satisfaction. The result also indicate that students satisfaction has significantly positive influence on recommendation to others. Keywords: Perceived service quality, perceived price, students’ satisfaction, recommendation PermaLink | Plain Format | Corresponding Author (Nur Aziz Sugiharto)

126	Marketing Management	ABS-279
HALAL LIFESTYLE OF CONSUMERS MUSLIM FASHION IN JAKARTA TOWARDS THEIR PURCHASE INTENTION Andrian Haro (a*), Akmaluddin Suangkupon (b) a) Faculty of Economics, State University of Jakarta (UNJ), Jakarta, Indonesia *andrianharo[at]feunj.ac.id b) Bank of Indonesia (BI), Jakarta, Indonesia Abstract This study aims to examine and determine consumer behavior in creating halal value chain creation through religiosity, lifestyle and attitude toward their purchase intention on Muslim fashion products. By using the purposive sampling method, the research sample is both of Muslim men and women with total sample 200 respondent who domiciled in Jakarta which having bought and using Muslim fashion products. Multiple liniear regression was used to analyze the data and to test the research hypotheses through SPSS. The result indicate that attitude and lifestyle have an influence toward purchase intention on Muslim fashion products. Surprisingly, there is no influence between religiousity toward their purchase intention. Keywords: Religiousity; Attitude; Lifestyle; Purchase Intention PermaLink | Plain Format | Corresponding Author (Andrian Haro)

127	Marketing Management	ABS-25
Effect of viral marketing on changes in consumer behavior and decision in smartphone use Santoso, Ratih Hurriyati, Mokh.Adib Sultan School of Postgraduate Studies, Indonesia University of Education, Bandung Abstract This research evaluates the effect of Viral Marketing on changes in community behavior and the decision to use smartphones based on the Technology Acceptance Model. There were 100 questionnaires distributed to respondents who were active social media users seeking for information about smartphones. This research was conducted due to the phenomenon in the smartphone user community in Indonesia that considers smartphones as the fourth basic necessity in addition to clothing, food, and housing. This research employed a survey approach by applying questionnaires and statistical analysis, especially quantitative descriptive analysis using SmartPLS. The results showed that Trust had a strong influence on Perceived Usefulness and Behavioral Intention to Use. Social Norm had an effect on Perceived Usefulness and Perceived Ease to Use. Behavioral Control had an effect on Perceived Ease to Use and Perceived Usefulness. It is also seen that Be-havioral Intention to Use was strongly influenced by Perceived Usefulness. Keywords: viral marketing, Social Norms, Trust, Behavior Control, Technology Acceptance Model PermaLink | Plain Format | Corresponding Author (Santoso Santoso)

128	Marketing Management	ABS-281
INFLUENCE STUDIES OF SALES PROMOTION, BRAND IMAGE, AND PRODUCT QUALITY TO MITSUBISHI TRUCK RE-PURCHASE INTENTION IN JABODETABEK Andy Pramana Kusuma and Dr. Effy Zalfiana Rusfian Departemen Ilmu Administrasi Bisnis, Fakultas Ilmu Administrasi, Universitas Indonesia Abstract To maintain sustainability of the company in selling a product and increasing revenue, The Company need to maintaining and increasing repurchase intention of product, including in commercial vehicle / truck products. Truck vehicles have been one of the important needs for every business in running their business especially to carry out the products produced and deliver the products. Mitsubishi truck vehicle is pioneer of commercial vehicles in Indonesia which has been engaged for 49 years in Indonesia and become market leader for commercial vehicle in Indonesia. Jabodetabek (Jakarta-Bogor-Depok-Tangerang-Bekasi) is one of megapolitan areas in Indonesia which produces the largest GDP for Indonesia. So the purpose of this studi is to analyze the effect of sales promotion, brand image, and product quality against repurchase intention from Mitsubishi truck consumers, especially in the Jabodetabek area. Survey method is by using data from Mitsubishi truck consumers who has ever purchased Mitsubishi truck. The questionnaire was distributed to some respondents, then analyzed by applying descriptive and inferential statistic techniques using Structural Equation Modelling (SEM). The result of this study indicates the existence of positive impact relationship of sales promotion, brand image, and product quality against repurchase intention. The results of this study can be used as a reference for company in making strategic decision to increase repurchase intention. Keywords: repurchase intention, sales promotion, brand image, product quality, Mitsubishi truck, Jabodetabek. PermaLink | Plain Format | Corresponding Author (Andy Pramana Kusuma)

129	Marketing Management	ABS-26
Customer Based Brand Equity (CBBE) in Logistics Courier Company in Indonesia Dani Leonidas Sumarna, Ratih Hurriyati, M.Adib Sultan School of Postgraduate Studies, Universitas Pendidikan Indonesia, Bandung Abstract The purpose of this study is to determine the correlation of Brand Factor to Customer-Based Brand Equity from logistics courier company in Indonesia. This research is going to use partial least square (PLS) with sample data is obtained through online survey of 100 respondents who have experience with online shopping in Indonesia. This study indicates positive relationship between perceive value to customer-based brand equity; positive relationship between brand loyalty with customer-based brand equity; and positive relationship between brand awareness/ association with customer-based brand equity. Keywords: Brand Factor, Customer-Based Brand Equity, logistic courier. PermaLink | Plain Format | Corresponding Author (Dani Leonidas Sumarna)

130	Marketing Management	ABS-29
DO BRAND IMAGE AND BRAND AWARENESS EXIST BRAND LOYALTY? Rahyuniati Setiawan (a*), Ratih Hurriyati (b), Agus Rahayu (c) Universitas Pendidikan Indonesia (a*), Universitas Pendidikan Indonesia (b), Universitas Pendidikan Indonesia (c) rahyu[at]uniga.ac.id(*) Abstract Brand image and brand awareness play a central role in customers purchase-decision making. The purpose of this study is to examine the influence of brand image and brand awareness on brand loyalty. Data were collected through a survey on 133 sport motorcycle enthusiasts in Indonesia. The results revealed that brand image and brand awareness had positive influence on brand loyalty. This may imply that sport motorcycle companies should strive to establish brand image and brand awareness to promote brand loyalty. Keywords: brand image, brand awareness, brand loyalty PermaLink | Plain Format | Corresponding Author (Rahyuniati Setiawan)

131	Marketing Management	ABS-31
Halal Tourism: Service Differentiation Challenges Dhyah Mutmainnah, Ratih Hurriyati, Mokh. Adib Sultan Doctoral Management Program, School of Postgraduate Studies, Indonesia University of Education Abstract This study was aimed to test the effect of service quality and competitive advantage on business performance also explained a relationship between competitive advantage and business performance due to service differentiation as a moderator. The number of samples in this study were 100 people who had visited provinces that were declared as halal tourist destinations in Indonesia. To test the empirical model, Partial Least Square Structural Equation Modeling (PLS-SEM) analysis was used. The results indicated that service quality has an effect on competitive advantage. The essence of halal tourism emphasizes Moslem principles in managing tourism through polite and friendly services also service differentiation for all tourists and the surrounding environment. Therefore, to maintain Indonesia as the first worlds halal tourism, which has good business performance, the development strategy is directed at fulfilling the tourism competitiveness index as its main indicators, especially improving the service quality of tourism business. Keywords: Service Differentiation, Service Quality, Competitive Advantage, Business Performance, Halal Tourism PermaLink | Plain Format | Corresponding Author (Dhyah Mutmainnah)

132	Marketing Management	ABS-35
Technology Capability and Marketing Strategy: case studies of component industry clusters in Bandung City Dodi Permadi1, Ratih Hurriyati2, M Adib Sultan3 UPI Abstract The purpose of this research is to measure technology capabilities in the logistic cluster as a prerequisite for collaboration. Measurements using the technometric method to determine the TCC index (Total Contribution Coeffisient) from 20 companies. The results indicate of the measurement of technological capabilities showed the average tecnoware index (0.38), humanware (0.39), infoware (0.33), orgaware (0.36), with an average total index of 0.37. This index shows the capability to collaborate with companies in clusters that need development. The results of the measurement of the effect of technology capability on marketing strategies measured through lower cost and differentiation strategies are predicted to have significant influence. Keywords: logistics cluster, TCC, marketing strategy, lower cost, differentiation PermaLink | Plain Format | Corresponding Author (Dodi Permadi)

133	Marketing Management	ABS-36
THE EFFECT OF SERVICE QUALITY AND PROMOTIONAL PRICING ON CONSUMERS DECISION TO APPLY MORTGAGE LOAN Iman Sidik Nusannas, Ratih Hurriyati, Mokh Adib Sultan School of Postgraduate Studies, Indonesia University of Education, Bandung. Abstract Mortgage loan helps consumer to buy a house by installment and helps the bank to increase their loan to deposit ratio. It covered both sides; consumer and the bank. Although mortgage loan gives the advantage to both of them, the study regarding consumer’s decision to apply mortgage loan in west java, published in international journal are not available yet. This study is to examine the effect of service quality and promotional pricing on consumer’s decision to apply mortage loan at private bank arround Kiaracondong West Java. The model has one dependent variable that is Consumer’s purchase decision and two independent variables; service quality and promotional pricing. The statistical method used to examine the research question is multiple linear regression analysis. Estimation of model used SPSS version 20 . Data collected from questionares distributed to 46 aplicant who were the loan approved during promotion program. The study indicated that service quality has a positif and significance effect on consumer’s decision to apply mortgage loan, while promotional pricing has no significance effect on consumer’s decision to apply mortgage loan. Keywords: service quality, promotional pricing, decision to apply mortgage loan PermaLink | Plain Format | Corresponding Author (Iman Sidik Nusannas)

134	Marketing Management	ABS-37
Consumer Behavior Analysis Of Tokopedia Application Online Marketplace Using UNIFIED THEORY OF ACCEPTANCE AND USE OF TECHNOLOGY 2 (UTAUT 2) Evelyn Pricisilia Sumendap (a*), Dra. Indrawati, M.M., Ph.D School of Economic and Business, Telkom University Jalan Gegerkalong Hilir No. 47 Bandung 40152 Jawa Barat – Indonesia Abstract The use of smartphones in Indonesia currently has a high duration of usage and frequency when compared to the use of computers and laptops.The company began to transfer its business from the site into an application, which also aims for the ease and mobility of consumers in online buy and sell transactions that currently have a very rapid development and demand by the community.Tokopedia is one of the companies selling online trading services through websites and applications, but is currently focused on improving the features of the service on the mobile application.This research was conducted to analyze consumer behavior in using Tokopedia application, but on adopters late majority.Although the number of online marketplace users has been very much, there are still users who have not been touched well like early and late majority.The population in this research is the people who are in Indonesia who have entered the new late majority category or are still studying in using Tokopedia application.The samples used in this study were 400 respondents. The results reveal that there are five factors in the Model UTAUT2 that significantly affect the intent of the behavior of the use of Tokopedia application that is Performance Expectancy, Effort Expectancy, Social Influence, Price Value and Perceived Security & Risk and the five factors have an influence on Continuance Intention. In terms of moderation, both Age and Gender moderated several factors against Continuance Intention. Keywords: Digital Marketing, Tokopedia, e-commerce, UTAUT2, late majority PermaLink | Plain Format | Corresponding Author (Evelyn Pricisilia Sumendap)

135	Marketing Management	ABS-293
ANALYSIS OF FACTORS AFFECTING USERS’ ATTITUDE TOWARD THE YOUTUBE ADS AND THEIR EFFECTS ON PURCHASE INTENTION Shifa Nabila (a*), Adrian Achyar (b) a) Master of Management, Faculty of Economics and Business, University of Indonesia, 10430 Jakarta *Shifa.nabila71[at]ui.ac.id b) Master of Management, Faculty of Economics and Business, University of Indonesia, 10430 Jakarta Abstract This study aims to identify five factors in YouTube advertising (entertainment, informativeness, customization, irritation and credibility) which might effect on ad value, and attitude toward YouTube ads, leading to purchase intention of consumers. The study uses conceptual models where their hypothesis is that the ad value is positively correlated with respect to the attitude toward YouTube ads, which then affects consumer’s purchase intention. For this study, our respondents include 248 active YouTube users in Indonesia that will be used for data collection and analysis. In conclusion, this study found that entertainment, customization, and credibility is positively effected to advertising value on YouTube, where ad value has a positive effect on attitude toward YouTube ads and purchase intention of consumer. In addition, this study found that irritation is negatively effected to advertising advertising value on YouTube, and informativeness has no effect on advertising value on YouTube Keywords: Ad value; attitude toward YouTube ads; credibility; customization; entertainment; informativeness; irritation; purchase intention PermaLink | Plain Format | Corresponding Author (Shifa Nabila)

136	Marketing Management	ABS-38
School Fees as a Determinant in Choosing a University: A Study at Politeknik Pos in Indonesia Angga Dewi Anggraeni (a*), Ratih Hurriyati (b), Heny Hendrayati (c) Universitas Pendidikan Indonesia (a*), Universitas Pendidikan Indonesia (b), Universitas Pendidikan Indonesia (c) Abstract The growth of universities in Indonesia, especially in Bandung, impacts on the high level of competition, both state and private universities, particularly in obtaining prospective students. Some colleges which do not have adequate competitiveness will feel the impact of this competition in the form of a lack of number of registering students. This issue occurs at the Politeknik Pos Indonesia. The purpose of this study is to describe and measure the influence of School Fees in Choosing University. The method used is descriptive and verification in which respondents were determined using Slovin formula resulted in 266 students, and data analysis was done using regression analysis to test the hypothesis. Based on the results of the partial regression analysis, there was a positive and significant effect of: (1) school fees to the decision to continue the study, the influence that occurred was a strong influence; (2) simultaneous school fees affected the decision to continue the study, hence, its influence was considered powerful Keywords: School Fees, Students, university choise, Indonesia, determinant factor PermaLink | Plain Format | Corresponding Author (Angga Dewi Anggraeni)

137	Marketing Management	ABS-295
Customer Behavior of #Racheluntukdonggala campaign through Rachel Vennya account on the Kitabisa.com platform Itca Istia Wahyuni, Dini Salmiyah Fitrah Ali, Gusnaelly Fitryati Adilla Telkom University Abstract Kitabisa.com is a crowdfunding platform that ranks first and has successfully funded social projects. The study purpose were find out the stimuli that triggered support for a #Racheluntukdonggala campaign through Rachel Vennyas account on the Kitabisa.com platform, and the donations motives behind decisions to choose Rachel Venya account. This account collected a target donation of up to 101%, amounting to Rp. 804,357,444 with 7,064 donors. This research was conducted with qualitative research methods and used the post-positivism paradigm. In collecting data, researchers used interview methods for three primary informants and one secondary informant namely communication psychology. The results of this study were presenting the development of customer behavior to support donation crowdfunding. Keywords: Customer Behaviour, Crowd funding, Influencer. PermaLink | Plain Format | Corresponding Author (Itca Istia Wahyuni)

138	Marketing Management	ABS-40
The Effects of Positive and Negative Emotion on Viral Marketing Effectiveness Danang Satrio (a*) Sony Heru Priyanto (b) Albert K.N.A. Nugraha (c) Universitas Kristen Satya Wacana Abstract Message content becomes a critical factor for the success of viral marketing for cultural product. The appropriate content allows a receiver to remember the content, in particular, when emotion attributes embeds in the viral content. A receiver might be willing to continue the viral content and such content potentially spreads such as ‘endemic’ and ‘contagious’. The purpose of this study is to investigate the role of emotion attributes in the viral content which arouse emotion and, in turn, affecting the intention to engage. The object of this study is viral marketing for Batik and this study makes use of experiment design. The results indicates that emotion attributes in viral content distinguish intention to engage. Keywords: Viral Marketing, Emotion, Content, Intention to Engage PermaLink | Plain Format | Corresponding Author (Danang Satrio)

139	Marketing Management	ABS-42
Analysis of Commission Reduction Effects to the Travel Agent’s Sales in The Domestic Market Hendra, Tengku Ezni Balqiah Universitas Indonesia Abstract Indo Airways is an Indonesian airline that sells full-service transportation for the customer which covers domestic and international routes. Their domestic sales are handled by traditional and online travel agents with contribution 68% of total domestic sales. Those travel agents get the percentage of commission from the basic fare of each ticket sold. Started from April 2017 Indo Airways has decided to reduce the travel agents’ commission in the domestic area. However, on the other hand, agent contribution to total Indo Airways sales is significant. This research investigates how the commission reduction is affecting the traditional travel agents’ sales in each region of the domestic area. The analysis will be based on the theory of sales promotion, marketing mix, and the cost leader approach and a hypothesis on approaching the analysis of the effect. The analysis of the secondary data will use descriptive analysis based on time series data comparison. The study finds that all sales in the different regions are decreased, but that decrements are significant for some region only. Keywords: Airlines, Travel Agent, Commission Reduction, Sales Promotion PermaLink | Plain Format | Corresponding Author (Hendra )

140	Marketing Management	ABS-298
THE EFFECT OF MARKETING MIXES ON CUSTOMER PURCHASE DECISION ON PRUDENTIAL COMPANIES OF BANDUNG BRANCH OFFICE Reza Aulia Yushendri Faculty of Economy and Bussiness, Telkom University Kampus Utara Gedung Marore Jalan Gegerkalong Hilir No. 47, Bandung 40152, Indonesia rezaauliayushendri[at]gmail.com Abstract At present the sales competition for insurance products has Increased dramatically starting in the last few years. In addition, competition began to become more fierce, marked by the active start of the AEC organization or the ASEAN Economic Community in early 2016. Competition in insurance sales is assumed to be even more fierce with the existence of the AEC, because insurance companies will not only compete with domestic insurance company rivals, but also will face new competition from insurance companies from countries that are members of ASEAN. With this dramatic increase in competition, several insurance companies located in Bandung experienced a decline in sales of insurance products for a while before returning to a stable state. The opposite happened to Prudential insurance companies, although it had experienced a decline in sales but quickly returned to stability and increased sales more than in previous years. If this is left for the foreseeable future, other insurance companies will lag far behind Prudential. With the above problems, the author tries to help other insurance companies besides Prudential to increase sales by conducting research that is expected to help solve problems. This study aims to determine whether the marketing mix has an influence on insurance product purchasing decisions at the Prudential company Bandung branch office. This type of research is included in quantitative research, and based on its objectives classified as descriptive studies. The sample studied was decided using the Accidental Sampling technique which is one of technique used in Non Probability Sampling Method by selecting individuals that is easier to meet with a total sample of 96 respondents by result of sampling technique computation. The method of data collection is use survey questionare and analyze using descriptive analysis and multiple linear regression analysis. Research and testing is done with the help of SPSS program. From result of the research, is it found that variable product and process are the most significant marketing mixes variables toward purchase decision. Result of the research also point out that seven variables of marketing mixes simultaneously influence customer purchase decision. Keywords: Marketing Mixes, Purchasing Decision, Insurance PermaLink | Plain Format | Corresponding Author (Reza Aulia Yushendri)

141	Marketing Management	ABS-44
Relationship Marketing for B2B Indihome Consumer Loyalty Dwi Fitrizal Salim 1, Ratih Hurriyati 2, Mokh. Adib Sultan 3 Universitas Pendidikan Indonesia Abstract ABSTRACT: Todays era of globalization must change from traditional marketing to marketing relationships, by maintaining good relationships with customers so that customers will be loyal to the products/services that have been made. Many studies that discuss relationship marketing in Business to Business B2B, Zimmerman, and Blythe (2013) are the most important factors in B2B relationships and success is to maintain relationships with customers on an ongoing basis so as to create loyalty with customers, (Ross, Caning, and Mcdowell, 2004). Customers from B2B consider in terms of efficiency and relatively cheaper prices from suppliers of products or services. Doma (2013) maintains a harmonious relationship, and service quality between suppliers and consumers. B2B is the power of the company to business partners is power. Jain et al (2014), Martadisatra (2017), Setyawan (2014). This study took a sample of B2B customers at the company PT. Telekomunikasi Indonesia which has Indihome product services. The sample will be collected through 100 respondents and will be tested by simple regression. the results of the discussion of the study entitled Relationship Marketing Against Commodity Indihome Loyalty which has the result that there is a significant effect of Relationship Marketing on B2B indihome consumer loyalty by R Square 55%, indicating that loyalty affects 55% of Indihome B2B consumer loyalty. This study also conducts t test and has the results of the value of t count of 11.065> T table 1.984, this shows that the variable X relationship marketing has an influence on the Y Loyalty variable. The significance level owned is 0.00 <0.05 significant value which means that the X relationship variable marketing has a significant effect on Y Loyalty variables. Keywords: Keywords: Business to Business (B2B), and marketing relationships PermaLink | Plain Format | Corresponding Author (Dwi Fitrizal Salim)

142	Marketing Management	ABS-301
THE EFFECT OF CUSTOMER NEEDS, SERVICE DISTRIBUTION, AND CORPORATE GOVERNANCE ON SUPERIOR SERVICES Anggono Raras TS , Erna Herlinawati STIE Indonesia Membangun (INABA) Jl. Soekarno-Hatta 448 Bandung 40266 Indonesia Abstract This study aims to analyze the relationship between Customer Needs and Service Distribution. Influence of connection between Service Distribution and Corporate Governance. Relationship between Customer Needs and Corporate Governance. Effect of Customer Needs, Service Distribution, and Corporate Governance on Superior Services. This research was conducted on customers at Husein Sastranegara airport, Bandung. Processing data from questionnaires, interviews, and document research is processed by the Analysis of Moment Structure (AMOS) 24 program. The hypothesis proposed in this study is the correlation between variables of customer needs and service distribution, correlation of customer needs for Corporate Governance, correlation of service distribution and Corporate Governance. Effect of Customer Needs, Distribution of Services, and Corporate Governance on Superior Services. Keywords: Customer Needs, Service Distribution, Corporate Governance, and Superior Services. PermaLink | Plain Format | Corresponding Author (Anggono Raras Tirto Sakti)

143	Marketing Management	ABS-46
Effect of Youtube Vlogger to Increase Purchase Intention Yohanes Raymond Adikarta Magister Management Universitas Indonesia Abstract In this modern era brings a significant changing on life style. The modern people think of how important that the status is. Indicator to measure how high people status is by looking at the attribute they wear, called fashion. Fashion brings confident to somebody. One of the fashion icon that became trend nowadays is Nike product. Luxury brand is high quality product and also service that expensive, exclusive, presticious, authenthic, offering high level of emotional value through consumer experience. Based on several of luxury brand above that has already done with social media marketing strategy, Nike React Element 87, will try this strategy. Through social media, consumers can easily and quickly access User Generated Content (UGC) that contain review and information related to the product. The indicator to measure in choosing the right vlogger based on total subscribers or viewers. So, this paper made to help marketer of Nike shoes to select the right Vlogger for Nike React Element 87. Keywords: Digital Marketing, Youtuber, Vlogger, Social Media, Luxury product, Shoes, Nike PermaLink | Plain Format | Corresponding Author (Yohanes Raymond Adikarta)

144	Marketing Management	ABS-302
The Role of Online Community In Maintaining Brand Image Dini Salmiyah Fithrah Ali, Itca Istia Wahyuni School of Communication and Business Telkom University Bandung, West Java Abstract Abstract - The new media era creates an online community that used to interact or communicate among its members through online media, especially social media. The advantages of online community widely used by business people to develop marketing communication strategies in addition to maintain brand image. The aim of this research is to investigate the role of online community in maintaining the brand image. This research used descriptive qualitative method by taking data through in-depth interviews with the management of biketoworkbandung and observation to their online members and communities. Based on the result of research revealed the role of online community in maintaining The Brand image are builder the perception, provider the communication, developer the experience Keywords: Keywords: biketoworkbandung, brand image, online community; marketing communication; role, PermaLink | Plain Format | Corresponding Author (Dini Salmiyah Fithrah Ali)

145	Marketing Management	ABS-47
Impact of Customer Equity and Affective Commitment towards Purchasing Decision Edi Supardi , Ratih Hurriyati , Mokh. Adib Sultan Universitas Pendidikan Indonesia Abstract The Purpose of this research is to examine the impact of Value Equity, Relationship Equity and Affective Commitment to Loyalty Intention on Go-Jek Indonesia. Sample is selected from student at several Polytechnics and Universities in Bandung Who use to utilize Go-Jek services throught their mobile phone application. 91 Questionnaires were analyzed in order to get a meaningful conclusion. The hypotheses which are tested based on the Value Equity, Relationship Equity, Affective Commitment and Loyalty Intention. All the hypotheses was accepted. Hypotheses were tested using SPSS SmartPLS. Result indicated that Almost of young people in bandung use to utilize Go-Jek Services while they will keep loyal in the future as Go-Jek, Value Equity, relationship Equity and Affective Commitment have a positive impact to Go-Jek Customer Loyalty Intention. Keywords: Value Equity, Relationship Equity, Affective Commitment, Loyality Intention PermaLink | Plain Format | Corresponding Author (Edi Supardi)

146	Marketing Management	ABS-305
Analysis of willingness to pay for ancillary revenue of full service airline (The Case of Garuda Indonesia) Ermila Klislinar (a), Anton Wachidin Widjaja (b) a. Department of Management, Faculty of Economics and Business, Universitas Indonesia b. Department of Management, Faculty of Economics and Business, Universitas Indonesia Abstract Airlines are facing challenges from high cost structures and intense competition. This has made airlines universally look for opportunities to generate ancillary revenue, additional income apart from their main sources, including Full Service Carriers (FSC). Measuring consumer’s willingness to pay is pivotal in pricing and estimating ancillary revenue demand. This study analyzes whether customer’s type of journey, purpose of journey, length of flight, and type of flight class have an impact on willingness to pay (WTP) of Garuda Indonesia’s ancillary revenues which comprises of unbundled products and commission based income. This paper uses data from a survey to Garuda Indonesia’s customer and follows quantitative studies to identify and describe the relationship between the WTP of Garuda Indonesia’s ancillary revenue and all variables involved. The study found that passengers value more the unbundled products. It is also found differences in WTP for particular ancillary products and services based on purpose of journey, length of flight, and type of flight class. Keywords: Ancillary Revenue; Willingness to Pay; Type of Journey; Length of Flight; Journey Purpose; Type of Cabin Class; Full Service Carriers PermaLink | Plain Format | Corresponding Author (Ermila Klislinar)

147	Marketing Management	ABS-51
THE EFFECT OF BRAND IMAGE AND SERVICE QUALITY ON CUSTOMER LOYALITY WITH CUSTOMER SATISFACTION AS INTERVENING VARIABLES Andriasan Sudarso, Lili Suryati and Icha Puja Natasyah Br Sitepu Sekolah Tinggi Ilmu Ekonomi IBBI, Medan, Indonesia Abstract This study aims to determine the influence Brand Image and Service Quality directly to Customer Satisfaction and Customer Loyalty. This study also examine the influence of Brand Image and Service Quality indirectly to customer loyalty through customer satisfaction.The research method used is quantitative descriptive research method. This research data is obtained from the distribution of questionnaires. The population was taken from customers of PT BPR PijerPodiKekelengen Branch of SimpangSelayang as many as 342 people and a sample of 77 people with the Slovin formula. Data analysis using WarpPLS approach. WarpPLS is one of the variance-bassed SEM statistical methods designed to solve multiple refressions when specific data problems occur, such as very small sample size, missing values and multicollinearity. PLS is an alternatice approach that shifts from a Covarian-based SEM approach to a variance-based.The results showed that there was a significant direct impact between brand image and service quality on customer satisfaction as well as on customer loyalty. And Customer Satisfaction has influence on Customer Loyalty. Brand Image has a positive and significant indirect impact on customer loyalty through customer satisfaction. Service quality also has a positive and significant indirect impact on customer loyalty through customer satisfaction. Keywords: Brand Image, Service Quality, Customer Satisfaction, Customer Loyalty PermaLink | Plain Format | Corresponding Author (Andriasan Sudarso)

148	Marketing Management	ABS-308
The relationship User Satisfaction with the service website: An empirical study of STIE INABA Bandung Adryan Rachman, Erna Herlinawati, Riyandi Nur Sumawidjaja Sekolah Tinggi Ilmu Ekonomi Indonesia Membangun (STIE INABA), Universitas Pendidikan Indonesia Abstract This study discusses the importance of using the internet to improve competitiveness with other universities. School of Economics (STIE) INABA Bandung has a website that is www.inaba.ac.id that serves as a communication medium that can provide information for students, lecturers, and the general public. This research was made to analyze the effect of website design and the quality of information on user satisfaction over website service by distributing 39 questionnaires to postgraduate students of semester 1 academic year of Management Studies 2019 as respondents. This research uses a quantitative method. Using the structural equation method model - partial least square SEM - PLS. Research shows that website design and quality of information affect user satisfaction over website services. Keywords: User Satisfaction, Web Design, Information Quality, Innovation Value, Technology, SEM, PLS PermaLink | Plain Format | Corresponding Author (Adryan Rachman)

149	Marketing Management	ABS-310
Analysis of Destination Image and Destination Personality on Behavioral Intention (Survey in Domestic Tourists In Pariaman City) Verinita and Refyanto Andalas University Abstract This study aims to analyze the influence of destination image and destination personality on behavioral intention. This study used a sample of 130 respondents with the criteria for the samples taken were domestic tourists who were visiting Gandoriah Pariaman beach. This study uses a sampling method with purposive sampling method The results of the study show that the destination image does not have a positive effect on the behavioral intention and destination personality which has a positive effect on behavioral intention. This indicates that the destination image does not have a positive influence on behavioral intention. This is because the coast of Gondariah, located in the city of Pariaman, is a new trainee destination so it is not popularly known by tourists. Destination personality has a positive effect on behavioral intention. This means that tourists visiting Gondariah Beach in Pariaman City feel happy that it influence their intention to behave again in the future. To increase tourist visits can be recommended to managers of tourist destinations in order to add tourist attractions so that it can add to the appeal of the coast of Gondariah in the future through the addition of play facilities for children Keywords: destination image, destination personality, behavioral intention, attraction PermaLink | Plain Format | Corresponding Author (Verinita Verinita)

150	Marketing Management	ABS-56
The Power of eWOM for Online Bussines citra savitri (a*) Prof.Ratih Hurriyati (b*) Heny Hendrayati (c*) Sekolah Pascasarjana, Universitas Pendidikan Indonesia Jalan. DR. Setiabudi No.229, Isola, Sukasari, Kota Bandung, Jawa Barat 40154 Abstract The role of promotion is a key to successful companies in the business world. Technology development give opportunity for business to promote through various link such as social media and the electronic word of mouth ( e-wom ) and the role of family influence interest in buying goods or services. This research objectives empirically examines on the impact of social media and the family influence toward e-wom in influencing purchase intention in online shop “shopee”.This methods of the research is descriptive verifikatif by path analysis. Data collection techniques through the survey and interviews with 230 respondents. The result of this research proves that family influence having influence more than social media and e-wom toward to purchase intention influential in partial and social media and family influence simultan having influence. Keywords: Media Sosial ; Family Influence ;eWOM ;Purchase Intention PermaLink | Plain Format | Corresponding Author (citra savitri)

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