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151	Marketing Management	ABS-313
Proposed Marketing Strategy to Increase Customer Purchase Intent for Cluster House Residence Annisa Tulus Warasanti, Sonny Rustiadi Institut Teknologi Bandung Abstract Marketing strategy is an important process in the business to generate value and gain profitable relationships for customers. Some of the tools that guide to the marketing strategy are marketing mix and AIDA model. Marketing mix helps the business to engage customers; satisfy customer needs, and build customer relationships (Kotler and Amstrong 2016). AIDA model is a marketing theory in a world of advertising that is based on the perception of customer (Hadiyanti 2016). The aim of this paper is to propose marketing strategy to increase customer purchase intent for cluster house residence that ends to an increase of sales. The objective study of this research is a cluster house residence of Bukit Parama Regency. The research uses the analysis of marketing mix and AIDA model. The marketing mix covered in this study includes product, price, place, and promotion. The AIDA model in this study covers customer journey include attention, interest, desire, and action. Keywords: marketing strategy, marketing mix, AIDA, cluster house residence PermaLink | Plain Format | Corresponding Author (Annisa Tulus Warasanti)

152	Marketing Management	ABS-314
Mrs T.A Koeswandi (a*), S.Sulastri (b), A.Fauziyah (c) a) Entrepreneurship Study Program, Universitas Pendidikan Indonesia, DR. Setiabudi Street No.229, Bandung 40154, Indonesia *tikakoeswandi[at]upi,edu b)Entrepreneurship Study Program, Universitas Pendidikan Indonesia, DR. Setiabudi Street No.229, Bandung 40154, Indonesia c)Entrepreneurship Study Program, Universitas Pendidikan Indonesia, DR. Setiabudi Street No.229, Bandung 40154, Indonesia Abstract This study aims to determine the effect of servicescape of Tasik Halal Culinary Festival on the image of Tasikmalaya City. This research is a descriptive quantitative study involving the visitors of the Tasik Halal Culinary Festival as the respondents. The data was collected through interviews, observations, questionnaires and literature studies. The data were analyzed by simple regression where the variable (x) is servicescape and variable (y) is the image of the City of Tasikmalaya. The data obtained were analyzed using SPSS 20.0 software. The results of this study show t-count 8.644> ttable 1.665 with sig. equal to 0,000 which means that the variable of servicescape has a positive and partially gives significant effect on the image of the City of Tasikmalaya. The R Square number of 43.2% shows the influence of the free variable (servicescape) on the dependent variable (the image of Kita Tasikmalaya). This implies that the more representative the concept of halal servicescape in a culinary festival, the better the image of the city will be built. Keywords: Servicescape, City Image, Halal Culinary PermaLink | Plain Format | Corresponding Author (Tika Koeswandi)

153	Marketing Management	ABS-315
Mr E.A Primaskara (a*), T.A Koeswandi (b) a) School of Postgraduate, Universitas Pendidikan Indonesia, Dr Setiabudi Street No 229, Bandung 40154 *primaskara29[at]gmail.com b) Entrepreneurship study program, Universitas Pendidikan Indonesia, Dr Setiabudi Street No 229, Bandung 40154 Abstract This study aims to find out the effect of e-servicescape on e-trust on Shopee website. This study is a desctiptive quantitive involving 100 the Shopee users who live in Bandung and had accessed the website as the sample. The data were collected using an online questionnaire. The data were analyzed by simple regression where the variable (x) is the e-servicescape and variable (y) is the e-trust. The data obtained were analyzed using SPSS 20.0 software. The results of this study show the e-servicescape has a positive and partially gives significant effect on the e-trust in Shopee Website. The R Square about 44,1% % shows the influence of the free variable (eservicescape) on the dependent variable (e-trust) meanwhile about 55,9% influenced and explained by other factors not examined in this study. Keywords: e-servicescape, e-trust PermaLink | Plain Format | Corresponding Author (Ery Primaskara)

154	Marketing Management	ABS-66
the ewom to influence customers atittude and intentions to purchase of halal product kunto Aji, Ratih Hurriyati, Mokh Adib Sultan UPI Abstract Abstract Purpose – The purpose of this paper is to identify and determine the connection of various antecedents from educational literary works with Halal purchase intention. It also try to investigate which antecedents have the highest possible participation toward the development of Halal food purchase intention. Today consumers all over the world have an ever increasing demand for Halal products. Many researches have focused on Halal food perception, Halal understanding and its approval invarious areas of the world. approach – A total of 200 respondents were taken from cities of Indonesia to examine the relationship of factors that influence customer’s Halal purchase intention.Data were collected through structured questionnaire having seven-point Likert scale. It was divided into few sections with statements measuring EWOM, Religiosity, Attitude, and Purchase Intention. Findings – The paper draws the findings that most of the customers rely on Halal Marketing, Personal and Societal perception. On the other hand, least importance was given to their religious beliefs when making a purchase decision. The findings also suggest that customers are influenced by Halal Marketing and Branding practices of food products as they are being influenced by EWOM. It has also been found that customers are willing to spend considerable efforts and money to purchase Halal food. Originality/value – The paper clarifies the strategies for Halal food manufacturers and marketers who are following Islamic Marketing philosophy as a base for their marketing campaigns. The study also provides a detailed insight in to various behavioural, societal and marketing dimensions that guides the customers about their purchase intentions. Keywords Religiosity, Purchase intention, Halal certification, Halal food, Halal marketing Keywords: ewom, attitude, purchase intentions, halal product PermaLink | Plain Format | Corresponding Author (kunto aji)

155	Marketing Management	ABS-324
Understanding CRM implementation in SMEs Vanessa Gaffar (a*), Arief Budiman (b), Benny Tjahjono (c) Universitas Pendidikan Indonesia, Universitas Pendidikan Indonesia, Coventry University a) Management Study Program, Universitas Pendidikan Indonesia Jl. Dr. Setiabudhi No. 229, Bandung 40154, Indonesia *vanessa[at]upi.edu b) Entrepreneurship Study Program, Universitas Pendidikan Indonesia Jl. Dadaha Nomor 18 Kota Tasikmalaya, Tawang Kota Tasikmalaya 46115, Indonesia c) Centre for Business in Society, Coventry University Jaguar Building, Gosford St, Coventry, CV1 5DL, United Kingdom Abstract This study aimed to analyze the implementation of Customer Relationship Management in Small Medium Enterprises in West Java Province, Indonesia. This research is a qualitative research using in-depth interview to collect data. There were 5 small enterprises participating in this study. All of them came from different fields of business, namely fashion, travel, food, sneakers and photography. Interview guidelines was set up consisting customer relationship management program that has been done in the company. This was categorized into three programs: continuity marketing, one to one marketing, and partnering program. The study showed that participants basically has implemented CRM in their businesses. They have known the basic function of CRM although they aren’t fully aware of CRM terminology. It is important for those enterprises to know and understand more of what CRM is and the benefit of implementing it so that they can perform better and create customer loyalty. Keywords: Customer Relationship Management. Small Medium Enterprise, Loyalty PermaLink | Plain Format | Corresponding Author (Vanessa Gaffar)

156	Marketing Management	ABS-72
Corporate Reputation And Its Impact On Customer Citizenship Behavior Raden Synthia Billqis (a*), Lili Adi Wibowo (b), Heny Hendrayati (b) a) Sekolah Pascasarjana, Universitas Pendidikan Indonesia Jl. Dr. Setiabudhi No.229, Isola, Sukasari, Kota Bandung, Jawa Barat 40154, Indonesia *sbillqis[at]upi.edu b) Sekolah Pascasarjana, Universitas Pendidikan Indonesia Jl. Dr. Setiabudhi No.229, Isola, Sukasari, Kota Bandung, Jawa Barat 40154, Indonesia Abstract Customer Behavior Citizenship (CCB) is a voluntary behavior of the customers in providing mental and physical input that can improve the efficiency of a company as well as new ideas that can be the source of business strategy. Lack or absence of CCB on customers can make a company slow in evolving in improving services, if left unchecked it will impact even greater. This research was conducted to identify the influence of corporate reputation and its impact on customer citizenship behavior in one of the 4star Hotels in the city of Bandung. The analysis technique used is the path analysis with a sample of 106 respondents. The results showed that the influence of the corporates reputation has a positive and significant influence on the CCB. The dimension of Quality Products and Services has a high score, proving that the performance of the Corporate Reputation has received high appreciation. Keywords: Corporate Reputation; Customer Citizenship Behavior; Quality Products and Services; Hotel PermaLink | Plain Format | Corresponding Author (Raden Synthia Billqis)

157	Marketing Management	ABS-329
EMPIRICAL ANALYSIS STUDENTS HAPPINESS OF CAMPUS SERVICE SATISFACTION L. Lisnawati; S. Sumiyati; Bambang Widjajanta; Universitas Pendidikan Indonesia Abstract Bandung City Happiness Index Data Indicates that citizens under the age of 24 have the lowest happiness index, age under 24 years is the age of college children. Therefore, to increase the happiness index, the city of Bandung government needs to coordinate with the universities in the city of Bandung. State Universities as educational service providers play a role as providing quality educational services and supporting the lives of students who spend most of their time on campus. Public universities are seen as having a place to provide not only the quality of education but also the stimulation of creativity, and "happiness" for students. Various efforts continue to be made by higher education management in an effort to increase student satisfaction. The research method is descriptive, verificative, through explanatory surveys, the study population is students of the Indonesian Education University and PTN in the city of Bandung, with a minimum sample of 400 respondents. The analysis technique of the data used is Partial Least Square by using SmartPLS Software. Research Results are expected to provide strategic input for managers of state universities in the city of Bandung in order to create development policies and administrators of campus management who can consider increasing the happiness of their students. Keywords: University Service Satisfaction, Student Happiness, Student Satisfaction, Student Experience PermaLink | Plain Format | Corresponding Author (Lisnawati Lisnawati)

158	Marketing Management	ABS-74
Price and Service Quality of Ride-Hailing Company Go-Jek Rahyuniati Setiawan (a*), Nizar Alam Hamdani (b), Galih Abdul Fatah Maulani (c), Intan Permana (d) Universitas Garut (a*), Universitas Garut (b), Universitas Garut (c), Universitas Garut (d) rahyu[at]uniga.ac.id(*) Abstract The purpose of this study is to examine how prices and service quality affect consumer purchase decision in online transportation services. To achieve this purpose, this study was conducted using descriptive and verification approach. Data were collected through questionnaires addressed to 96 users of ride-hailing application Go-Jek selected as the respondents using accidental sampling. Data analysis was performed using multiple regression. The results revealed that prices and service quality had influence on consumer purchase decision. It is; therefore, necessary for online translation companies to improve their service quality and set appropriate prices to improve their sales performance. Keywords: Keyword: price, service quality, purchase decision. PermaLink | Plain Format | Corresponding Author (Rahyuniati Setiawan)

159	Marketing Management	ABS-75
Customer Equity in The Telecommunication Industry Vera Silviana (a*), Heny Hendrayati (b), Puspo Dewi Dirgantari (c) a) Sekolah Pascasarjana, Universitas Pendidikan Indonesia Jalan DR. Setiabudi no. 229 Bandung 40154, Jawa Barat, Indonesia *verasilviana[at]upi.edu b) Sekolah Pascasarjana, Universitas Pendidikan Indonesia Jalan DR. Setiabudi no. 229 Bandung 40154, Jawa Barat, Indonesia c) Sekolah Pascasarjana, Universitas Pendidikan Indonesia Jalan DR. Setiabudi no. 229 Bandung 40154, Jawa Barat, Indonesia Abstract The business tendency of the telecommunications industry is influenced by the high level of competition, fare wars, as well as high customer demands to the quality of a service provider. The purpose of this research was to see the implementation of Customer Equity in companies engaged in the telecommunications industry that consists of dimensions of Value Equity, Brand Equity, and Relationship Equity. To support this research, 20 students from one of the universities in Bandung were interviewed, which were then processed by using descriptive methods. The results showed that the implementation of Customer Equity fosters loyalty to customers. By doing Customer Equity, it can keep long term customers to remain loyal while getting new customers. Keywords: Customer Equity, Value Equity, Brand Equity, Relationship Equity PermaLink | Plain Format | Corresponding Author (Vera Silviana)

160	Marketing Management	ABS-332
THE CHALLENGE OF VISITORS EXPERIENCE (A Case Study at Museum Nasional, Jakarta, Indonesia) Mudji Sabar University of Mercu Buana (UMB), Jakarta-Indonesia Abstract This research is aimed to explore the challenge of visitors’ experience of Museum Nasional (MN) in Jakarta, Indonesia. This is a case study employing descriptive analysis. The sample size is 251 respondents. This study applies a convenient sampling technique as a method to collect the primary data. This study uncovers the evidence of the visitors’ satisfaction in terms of museum’s cleanliness, service delivery, collection display, and ambience facilities. This research shows the visitors’ intention to recommend others to visit MN. The majority of the visitors (83%) confirm the high density of the museum, which causes them feel less comfortable. The research recommends that MN management should take managerial efforts to improve the level of the visitors’ experiences. Among others, they should apply digital reservation system to register and schedule group visitors on the basis of “first come first serve” principle. In addition, the management should innovatively create new attractions or novelties based on the visitors’ preferences in order to maintain the attractiveness of the museum. Keywords: visitors experience, museum internal regulation, electronic registration system, novelty seeking. PermaLink | Plain Format | Corresponding Author (Mudji Sabar)

161	Marketing Management	ABS-336
APPLICATION OF CUSTOMER BEHAVIOR IN USING FINTECH AS A BUSINESS MEDIA BASED ON UTAUT MODELS Agus Mulyana, Ratih Hurriyati, Disman, LA Wibowo Universitas Pendidikan Indonesia Abstract This study aims to examine how customer behavior is adopted as a business base by using the UTAUT model developed by Venkatesh. This model illustrates the factors that influence ones acceptance of information technology. There are four constructs / variables, which are a significant direct determinant of technological behavior. These four variables are performance expectations, social influence, business expectations, and facilitation conditions. The research method is verification, through an explanatory survey. The population of this study is 121 BJB customers who use Fintech as a business media. The data analysis technique used is partial square-path (PLS-PM) modeling using Smart 3 software. The results show that UTAUT is based on a proven model that performance expectations, business expectations, social influence and facilitation conditions have a positive effect on intention behavior and have implications for user behavior. This means that the adoption of customer behavior in using Fintech for business needs to consider performance developments. Keywords: Technology Acceptance, customers, UTAUT PermaLink | Plain Format | Corresponding Author (Agus Mulyana)

162	Marketing Management	ABS-81
Analysis The Role of Brand Orientation on Brand Performance in B2B Healthcare Firms in Indonesia Retno Sri Lestari, Fandis Ekyawan University of Indonesia Abstract This research aims to examine the relationship between brand orientation and brand performance in B2B firms in Indonesia, especially for healthcare industry. This research highlights the role of brand-oriented strategy in transforming internal organizational resources into brand performance through customer value co-creation and brand credibility. A questionnaire-based survey was conducted to collect data from 145 B2B healthcare firms in Indonesia. The results indicate that the brand orientation strategy is significantly related to brand performance through customer value co-creation and brand credibility. The results also show that the brand orientation strategy supported by the organizational resources, which is entrepreneurial orientation, but it is proved otherwise by the marketing capability. It could be concluded that the B2B healthcare firms in Indonesia are fully understand about the benefit of B2B branding for their brand performance, but they consider external factors when they decide to allocate their resource to develop brand orientation. Keywords: Business-to-business Branding, Brand Orientation, Brand Performance PermaLink | Plain Format | Corresponding Author (Retno Sri Lestari)

163	Marketing Management	ABS-338
Analysis of Brand Image and Brand Trust in Purchase Decisions of Honda PCX Motorcycle Group Members in Bandung Prama BR. H. Hendrayati, C.Furqon, H.Mulyadi Universitas Pendidikan Indonesia Abstract The purpose of this study was to determine the image of brand image, trust, and purchase decisions, the influence of brand image and brand trust on purchase decisions of Honda PCX Motorcycle Group Members in the City of Bandung. The method used is a descriptive verification survey, with a population of 128 and a sample of 96 respondents, with a simple randomize sampling technique. Descriptive analysis uses the average range of categories, while verification uses Partial Least Square (PLS). The conclusion that brand image and brand trust are in the high enough category, while purchase decisions are in the sufficient category. Brand image has a positive and significant effect on purchase decisions, brand trust has a positive and significant effect on purchase decisions. Simultaneously, brand image and brand trust have positive and significant influence on purchase decisions. Keywords: Brand Image, Brand Trust, Purchase Decision PermaLink | Plain Format | Corresponding Author (S. Sulastri)

164	Marketing Management	ABS-83
Analysis of Social Media Marketing Activities Effectiveness in Airline Industry: Influence on Brand Equity, E-WOM and Repurchase Intention Saskia Yusliana Kusumah (a*), Tengku Ezni Balqiah (b) a) Faculty of Economics & Business, University of Indonesia *saskiakusumah[at]gmail.com b) Faculty of Economics & Business, University of Indonesia Abstract The growth of social media users around the world are increasing rapidly, making it as one of the strongest platform option to conduct marketing activities. This research aims to analyze the effectiveness of social media marketing activities (SMMAs) on brand equity to enhance customers’ e-WOM activity and repurchase intention in the airline industry. It is expected that the result of this research may be used as fundamental data in the development of the effectiveness airline SMMA strategies. Data will be collected with survey from airline passengers who are the followers of the airline’s social media accounts. The collected data were analyzed using Structural Equation Modelling (SEM). The result showed that Perceived Risk was the most significant SMMA dimension, and Brand Equity is significantly affected by airline SMMAs. It’s also validated that Brand Equity influence directly on e-WOM and Repurchase Intention, while e-WOM activity has impact on Repurchase Intention. Keywords: Social Media Marketing Activities (SMMAs); Marketing Effectiveness; Brand Equity; e-WOM; Repurchase Intention PermaLink | Plain Format | Corresponding Author (Saskia Yusliana Kusumah)

165	Marketing Management	ABS-86
Word of Mouth Marketing in increasing the repurchase intention of Private label product in Minimarket Irma Ambarsari (a) ; Heny Hendrayati (b) a) Universitas Pendidikan Indonesia Jl Dr Setiabudi no 229 Bandung 40154 Indonesia Irma.ambarsari[at]upi.edu b) Universitas Pendidikan Indonesia Jl Dr Setiabudi no 229 Bandung 40154 Indonesia henyhendrayati[at]upi.edu Abstract The development of private label products for products sold by retailers is increasing. This condition is an opportunity to increase sales. Retailers can reduce fixed costs with private label sales and require a strategy to encourage consumers to repurchase the product. Word of Mouth Marketing (WOMM) was used to overcome the repurchase intention problem in this study. The research objective was to determine how much influence the performance of Word of Mouth Marketing on Repurchase Intention on private label products in minimarkets. The subjects of this study were minimarket consumers who used 115 private label products. The type of research used was descriptive and verification. Explanatory survey method with cluster sampling technique, sampling calculation using iteration method with sample. Data analysis techniques using path analysis. The results in the study state that Word of Mouth Marketing has an effect on repurchase intention. The performance of Word of Mouth Marketing has a positive and significant influence on the repurchase intention of private label products. Keywords: Word of Mouth Marketing, Repurchase Intention, Private Label, Minimarket PermaLink | Plain Format | Corresponding Author (IRMA AMBARSARI)

166	Marketing Management	ABS-342
Managing Service Quality Towards Customer Satisfication of PT. Bank Panin Dubai Syariah, Tbk. Dewi Mayangsari ;Ratih Hurriyati; Disman; LA Wibowo Universitas Pendidikan Indonesia Abstract This research aimed to analyse the influence of 5 dimensions of service qualities Tangibles, Reliability, Responsiveness, Assurance, and Empathy towards customer’s satisfaction. The research subject is a company engaged in sharia banking that has been listed in Bursa Efek Indonesia (BEI), PT Bank Panin Dubai Syariah, Tbk. The research samples were 100 customers of PT Bank Panin Dubai Syariah, Tbk throughout Indonesia. The technique of collecting research samples used simple random sampling. It was due to all customers of PT Bank Panin Dubai Syariah, Tbk had the same opportunity to become samples without any conditions. 5 hypotheses were found in this research. The research concludes that quality service which consists of tangible, reliability, responsiveness, assurance and empathy dimensions have significant influence on level of customer’s satisfaction of PT Bank Panin Dubai Syariah, Tbk. Keywords: service quality, tangible, reliability, responsiveness, assurance, empathy, customer satisfaction PermaLink | Plain Format | Corresponding Author (Dewi Mayangsari)

167	Marketing Management	ABS-347
The Influence of Customer needs, Service distribution, Corporate Governance on Service superior (a study at Husein Sastranegara Airport Bandung) Anggono Raras TS. STIE Inaba Bandung Erna Herlinawati STIE Inaba Bandung STIE Inaba Abstract ABSTRACT: This study aims to analyze the influence between Customer needs and Service distribution. The effect of service distribution on superior service, and the influence of corporate governance on superior service. This research was conducted on 100 customers at Husein Sastranegara airport, Bandung. Data pro-cessing from questionnaires, interviews, and research documents processed by the SmartPLS 3 program. In this study it has been proven that Customer needs have a do not significant effect on Service superior, Ser-vice distribution has a do not significant effect on Service superior, and Corporate Governance has a signifi-cant effect on Service superior. Keywords: The Customer needs; Service distribution; Corporate Governance; Service superior, Airport Bandung) PermaLink | Plain Format | Corresponding Author (Anggono Raras Tirto Sakti)

168	Marketing Management	ABS-92
The Impact of Brand Equity and Customer Satisfaction on Bank Customer Loyalty Fariz Achmad Fauzan (a*), Heny Hendrayati (b) a) Sekolah Pascasarjana, Universitas Pendidikan Indonesia Jl. DR. Setiabudi No.229, Isola, Kec. Sukasari, Kota Bandung, Jawa Barat 40154 *farizachmadfauzan[at]gmail.com b) Sekolah Pascasarjana, Fakultas Manajemen, Universitas Pendidikan Indonesia Abstract The current condition of customers is that they are getting smarter, price conscious, demanding, less forgiving, and approached by many products, as well as in the banking industry. The aim of this study is to find out how the contribution of brand equity and customer satisfaction to customer loyalty of BUMD banks. The research method used is descriptive method and verification method. The population in this study was 4192, and the sample was 110. Meanwhile, data collection was carried out by observation, interviews and questionnaires to obtain primary data. Multiple linear regression analysis was used in this study to analyze data statistically. The results of multiple regression studies indicate that brand equity variables and customer satisfaction have a significant contribution to loyalty. Therefore, companies must be able to maintain the existing clients/customers seen from various factors, thus the company will get sustainable value in carrying out its business activities. The hypothesis proposed in this study is brand equity and positive and significant customer satisfaction to the loyalty of BUMD Bank customers can be accepted. Further study can be carried out by perceiving other factors that have contributions in customer loyalty. Keywords: Brand Equity, Customer Satisfaction, Loyalty, Bank. PermaLink | Plain Format | Corresponding Author (Fariz Achmad Fauzan)

169	Marketing Management	ABS-348
The Influence of Trust in the Decision to Become a Laku Pandai Customer S. Sasongko, A. Rahayu, Disman, L. A.Wibowo Universitas Pendidikan Indonesia Abstract Laku Pandai is represents to “Layanan keuangan tanpa kantor dalam rangka keuangan inklusif”, as known as Branchless Banking worldwide. This program aims to provide simple, easy-to-understanding basic financial products and in line with the needs of people who have not yet reached financial services. The target is the citizens in an isolated area, served by Bank Agent as a distribution channel who must be able to reach them with special approach. One of the most effective way to reach purchase decision is trust. The aims of this study is to find how trust could determine consumer decision to use Laku Pandai services focuses on consumers in West Java area. This study is verification study which used explanatory survey with total sample size is 400 respondents. Data analytical technique in this study is Structural Equation Modeling. Keywords: Purchase Decision, Consumer Decision, Trust PermaLink | Plain Format | Corresponding Author (Sony Sasongko)

170	Marketing Management	ABS-93
BIG DATA ANALYTICS OF ABANDONED ONLINE TRANSACTION IN GARUDA INDONESIA WEBSITE Muhammad Al Qodri, Adrian Achyar Universitas Indonesia Abstract Garuda Indonesia spends substantial money and effort to entice consumers to visit Garuda Indonesia website. Garuda Indonesia website has improved the necessary ingredients to generate a positive shopping experience, such as promotional program, usability, aesthetic design, ease of navigation, and transaction security. Yet, consumers who visit Garuda Indonesia website with the intention of making a purchase frequently end up abandoning their transactions due to various factors. This study aims to analyze online transaction abandonment in Garuda Indonesia website using Big Data Analytics. This research identifies and analyze error code that causing the abandoned transaction. The result of this study will be utilized to develop appropriate recovery strategy to reduce online transaction abandonment in Garuda Indonesia website. Keywords: airline website, abandoned transaction, online booking, retargeting strategy, online payment PermaLink | Plain Format | Corresponding Author (Muhammad Al Qodri)

171	Marketing Management	ABS-103
Analysis of the Advertising Communication Effectiveness Towards Single Channel Electrocardiograph and Cognitive Responses (Experimental on Advertisement of Instant Noodle Product in Indonesia) Andrie Witsqa Arifin (a*), Alberto Daniel Hanani (b) a) Student of Magister Management, Universitas Indonesia, Indonesia and Master of Business Administration, IAE Grenoble, France *witzk15[at]gmail.com b) Lecturer of Universitas Indonesia, Indonesia Abstract There are some mass media that we can use to advertise our organization, product, service, or idea, such as television, radio, magazine, and etc. That media transmits the advertising message to large group of population and some of them expected to be the potential customer. The company must conduct some research to determine which media can generate the most effective results. Integrated media mix is one factor that also involve in media decisions. When the company does the pretesting of finished ads there are some tests like theater test, on-air test, and physiological measures that they can use. The less common method of pretesting finished ads are physiological measurement. This research aims to examine and assess the advertising communication effectiveness towards single channel electrocardiographic response using physiological measurement that measure the most effective scene of the video and towards cognitive response that consists of some variables that are toward the ad, attitude toward the brand, and purchase intention. This study is experimental research with deep interview process for the electrocardiograph response which conducted in 35 respondents using single channel (lead I) portable electrocardiograph to know the most effective scene in 4 Indonesian instant noodle advertisement video. After knowing the most effective scene and conduct video editing process, only 1 advertisement video that considered as the most appropriate after editing process will be used in the next process. Questionnaire interview process also conducted for original and edited (without most effective scene) advertisement video to measure the cognitive response for each group consists of 125 respondents to found the result’s difference for both videos. The respondent’s result then analyzed using structural equation modeling (SEM). The result of this research shows that majority of the hypotheses in questionnaire I and II about the positive influence for each variable in cognitive response is accepted. This research also shows that the most effective scene from electrocardiograph response is positively contributing to the influence of variables relation in the structural model and also to the mean scores of the variables that measured in this research. Keywords: Television Advertising, Effectiveness, FMCG Advertisement, Electrocardiographic, Physiological Measure, Attitude Toward Brand, Attitude Toward Ad, Purchase Intention, FMCG Product, and Advertising Communication PermaLink | Plain Format | Corresponding Author (Andrie Witsqa Arifin)

172	Marketing Management	ABS-105
The Essence of Tourism Experience in Ciletuh - Palabuhanratu Geopark in Creating Domestic Tourist Satisfaction Riski Taufik Hidayah, Heny Hendrayati Universitas Pendidikan Indonesia Abstract Ciletuh - Palabuhan Ratu Geopark is a leading tourist destination owned by West Java Province at this time. This is because it has a wealth of natural panoramas that have received international recognition from UNESCO. In fact, it has not been able to significantly increase the level of visits in Sukabumi district. The triggers questions regarding the seriousness of destination management that is said to have this strong potential. This study aims to determine how much influence the experience of tourism on tourist satisfaction after visited to Ciletuh - Palabuhanratu Geopark. The research method used in this research is descriptive and verification method. The population is local tourists who have visited Ciletuh - Pelabuhanratu Geopark tourist attraction with a total sample of 100 respondents. The data analysis method used in this study was using Path Analysis. Based on the results of the study that the response of domestic tourists regarding the experience of tourism and tourist satisfaction can be said to be good and the experience of tourism influences the satisfaction of local tourists. Keywords: Tourism Experience, Satisfaction, Domestic Travelers, Ciletuh - Palabuhanratu Geopark PermaLink | Plain Format | Corresponding Author (Riski Taufik Hidayah)

173	Marketing Management	ABS-108
The influence of perceived value to purchase intention: Evidence from Moslem Fashion Indonesia Adryan Rachman, Siti Sarah, Nunik Maulid Sekolah Tinggi Ilmu Ekonomi Indonesia Membangun (STIE INABA), Universitas Pendidikan Indonesia Abstract Fierce Competition forces company to pay attention to Consumer Perceived Value (CPV). Consumer Perceived Value is a key to compete with other business competitors. This research aims at proposing an integrating model by combining variables based on the previous research and test them with empirical data. This research employs descriptive and verification method. The empirical data were collected through questionnaire that administered to moslem fashion users. This study uses Confirmatory Factor Analysis as analytical tool in data processing. Moreover, in this study, the CPV determinant variables of previous studies is combined with innovation value on the model and then we name it “Integrated Model of CPV”. This study discovers that the integrated model of CPV consists of price value, social value, emotional value, quality value, perceived risk value, aesthetic value, and innovation value. Keywords: Consumer Preceived Value (CPV), Preceived Risk Value, Aesthetic Value, Innovation Value and Purchase Intention PermaLink | Plain Format | Corresponding Author (Adryan Rachman)

174	Marketing Management	ABS-114
ANALYSIS OF STUDENTS’ INTEREST TO REGISTER AT THE AS-SYAFI’IYAH ISLAMIC UNIVERSITY IS SEEN FROM MOTIVATION, PERCEPTION, AND TRUST Heny Herawati (a*) Heny Hendrayati (b*) Universitas Pendidikan Indonesia Abstract Motivation is a driver for someone to do something or drive someone to achieve something they want.Perception is a process of relevant past experience.Trust is a belief about intent and behavior to the other party.This study analyzes the interest of students to enroll in the As-Syafiiyah Islamic University in terms of motivation, perception and trust.The design of this study used a survey of 423 students and the research method used was an associative method.The research instrument uses a Likert scale, and the analysis technique is multiple linear regression.The results showed that the variables of motivation, perception and trust significantly influence the decision to register at the As-Syafiiyah Islamic University. Keywords: motivation, perception, trust, and decision to register PermaLink | Plain Format | Corresponding Author (heny herawati)

175	Marketing Management	ABS-118
Analyzing Customer Satisfaction: Users Perspective towards Btnproperti – Pioneer Of Indonesian Bank’s Real Estate Online Shop Portal a) Josua Saut Mangaraja Baringbing b) Dr. Hardius Usman a) Student of Dual Degree Program, MM Universitas Indonesia and MBA Grenoble University b) Universitas Indonesia and Politeknik Statistika STIS Abstract This thesis aims to identify and analyse the key determinants influencing customer satisfaction of the Portal BTNProperti users in Indonesia. This is one of the preliminary study dealing with customer satisfaction towards online real estate shop in Indonesia. The literature concerning major attributes of website functionality, perceived of usability, information quality and customer satisfaction in Portal BTNProperti. The website functionality and perceived of usability was taken from previous research, while the scale of information quality was added and focusing on physical attribute, non-physical attribute and customer service. Data were collected from 306 respondents who used Portal BTNProperti for examining the constructs. The model was emperically tested using structural equation modeling (SEM). The study reveals that perceived of usability and information quality have a significant positive impact on Portal BTNProperti user’s satisfaction, whereas website functionality had a significant but negative impact on customer satisfaction. This research will help real estate online shop portal especially Portal BTNProperti to attract and motivate new customers. Online retailers can improve post-use satisfaction and eventually increase online customers. Keywords: Online Real Estate, Customer Satisfaction, Website Quality, Website Functionality, Perceived Usability, Website Functionality, Information Quality, Digital Service PermaLink | Plain Format | Corresponding Author (Josua Saut Mangaraja Baringbing)

176	Marketing Management	ABS-121
The Effect of Instagram Ad Disclosure Position on Attitude Toward Ad, Attitude Toward Brand and Intention to Share (e-WOM) Dewi Anggraeni ; Tengku Ezni Balqiah University of Indonesia Abstract In recent years, marketers use social media as their marketing communication platform which is caused by the growth of social media users. Instagram, as one of the fastest growing social media, enable its user to share photo or video through their platform. Ads on Instagram can be categorized as In Feed Native Advertising which have proved by recent studies as the promising solution for ad avoidance. However, consumer’s acceptance of native advertising can be a double-edged sword due to the potential of consumer deception because of consumer’s inability to recognize the ad. So that, the Federal Trade Commission enforce the marketer to disclose if the post is an ad. Recent studies about advertising disclosure has focused on position, language, duration, and timing but the study for implementing disclosure in social media ad was limited. So that, in this study we examined the effect of Instagram ad disclosure position on attitude toward ad, attitude toward brand, and intention to share EWOM. An experimental study was conducted to test the effect of top (Group A) and bottom (Group B) disclosure position among 220 Instagram users. Results indicate that response for Group A has lower attitude toward ad, attitude toward brand and intention to share EWOM due to the activation of persuasion knowledge model. This study provides an empirically contribution and strategic implication for marketer’s decision making process in implementing the ad disclosure on their Instagram ad. Keywords: Instagram, Native Advertising, Disclosure Position, Attitude PermaLink | Plain Format | Corresponding Author (Dewi Anggraeni)

177	Marketing Management	ABS-123
Brand Image in The Selection of Refill Perfume Hernandi Sujono (a), Heny Hendrayati (b) (a) Universitas Pendidikan Indonesia Dr.Setia Budi No.229 Bandung 40154 Indonesia hernandi[at]upi.edu (b) Universitas Pendidikan Indonesia Dr.Setia Budi No.229 Bandung 40154 Indonesia henyhendrayati[at]upi.edu Abstract Refill perfume products still in great demand by various groups, especially the millennial generation. But in reality, there are still refill perfume brands that have not shown the brand image of perfume refills on the market. The purpose of this research is to find out the brand image of foreign brands and local brands and to find out the factors that make up the selection of perfume refill among the millennial generation. The population in this study is refill perfume users in Cimahi City. The sampling technique used was random sampling, The limits for sample using the age of respondents. The age of respondents between 17 years to 25 years. Limitation of the age of respondents to obtain relatively homogeneous data. The samples taken in this study amounted to 138 respondents. The data collection technique of this study uses questionnaires and interviews. Processing data in this study using confirmatory factor analysis with the help of SPSS statistical tools. The results of the study show that the brand image of foreign perfume brands is better known than domestic/local brands. Attributes that are used as a factor in choosing a perfume, especially among the millennial generation, are quality, safety, and packaging design, with results that indicate that the forming factors for the selection of refill perfume are closely related to quality, safety and packaging design. Keywords: Brand Image, Refill Perfume, Millennial Generation PermaLink | Plain Format | Corresponding Author (Hernandi Sujono)

178	Marketing Management	ABS-124
The Effect of Human-Centric Brands and Online Store Image on Social Media Engagement in Bandung City Small and Medium Enterprises Rama Chandra Jaya, Aditya Yudanegara, Sunu Puguh Hayu Triono Sekolah Tinggi Ilmu Ekonomi Indonesia Membangun (STIE INABA) Bandung - Indonesia Abstract Nowadays many Small and Medium Enterprises (SMEs) in Indonesia use social media as a marketing channel. They utilize Social Media for free promotional media, provide information quickly and increase brand awareness. But the percentage of their engagement is below 1%. Low engagement will make the use of social media ineffective. Published research has dealt with a great deal about social media engagement, but has not yet addressed the human-centric brands towards social media engagement. No research has been developed regarding human-centric brands in SMEs in developing countries.The research method is descriptive verificative, with the aim of analyzing the application factors of Human-Centric Brands and Online Store Image on Social media engagement. The population of this research is the Indonesian city bandung community. The number of samples in this study were 140 people. The results of this study indicate a positive interaction from Human-Centric Brands on Social Media Engagement. But the presence of online stores is not positive towards Social Media Involvement. This research is expected to be a guide for SMEs to increase the effectiveness of social media so that it can be used as a promotional channel, effective information, and increase awareness of SME brands. Keywords: Human-Centric Brands, Online Store Image, Social Media Engagement PermaLink | Plain Format | Corresponding Author (Rama Chandra Jaya)

179	Marketing Management	ABS-128
Perceived Ease of Use on Purchase Intention of Mobile Commerce Application Dienur Muhammad Rahadian Fachrulamry (a*), Lili Adi Wibowo (b) a) Sekolah Pascasarjana, Universitas Pendidikan Indonesia Jl. DR. Setiabudi No.229, Isola, Kec. Sukasari, Kota Bandung, Jawa Barat 40154, Indonesia *dienur.muhammad[at]gmail.com b) Sekolah Pascasarjana, Universitas Pendidikan Indonesia Jl. DR. Setiabudi No.229, Isola, Kec. Sukasari, Kota Bandung, Jawa Barat 40154, Indonesia Abstract The use of mobile commerce applications by consumers in the process of online buying and selling activities in Indonesia is still low, this happens because of a lack of interest in using mobile commerce applications. Therefore, this study was conducted to obtain an overview of the effect of perceived ease of use simultaneously or partially on the interest in using mobile commerce in Indonesia. The method used in this study is an explanatory survey with the object of e-commerce consumer research in Indonesia with a sample size (n) of 400. The sampling technique used was the simple random sampling and the result showed that perceived ease of use had an effect on interest in the using the mobile commerce applications. The results of the study show that Indonesian e-commerce consumers consider the importance of perceived ease of use before using mobile commerce applications, because it is related to consumer behavior about how individuals wish to use a system that provides convenience. Keywords: behavior intention, e-commerce, m-commerce, m-commerce application, perceived ease of use PermaLink | Plain Format | Corresponding Author (Dienur Muhammad Rahadian Fachrulamry)

180	Marketing Management	ABS-129
Media and Advertising Message towards Purchasing Decisions Dilla Naufilla Nisrina, Heny Hendrayati a) Sekolah Pascasarjana, Universitas Pendidikan Indonesia Jalan DR. Setiabudi no.229 Bandung 40154, Jawa Barat, Indonesia *dnaufilla[at]upi.edu b) Sekolah Pascasarjana, Universitas Pendidikan Indonesia Jalan DR. Setiabudi no.229 Bandung 40154, Jawa Barat, Indonesia Abstract Media and message advertising are two important factors in attracting consumers interest in purchasing a product. Sprite as one of the soft drink products from PT. Coca-Cola Amatil which has long been known in Indonesia. This study aims to determine the effect of media and advertising messages on Sprite product towards customer purchasing decisions in Bandung. In this study, the measured dimensions of the media variables are reach & frequency and time, while dimensions of content, format and source are used to measure advertising message variables. To measure purchasing decision variables, two dimensions are used, namely Evaluation of Alternatives and Purchase Decision. In this study, the number of samples used was 100 respondents using random sampling techniques. The tool used to obtain data in this study was an offline questionnaire that was distributed to Sprite ad audience in Bandung. This type of research is explanatory descriptive with quantitative method. Then data analysis was conducted with the obtained data using Kendall and Spearmans correlation analysis. The results of this study indicates that advertising media and advertising messages variables have influences on purchasing decisions. Keywords: media, messages, advertising, purchasing decision, soft drink, Sprite PermaLink | Plain Format | Corresponding Author (Dilla Naufilla Nisrina)

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