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181	Marketing Management	ABS-135
Emotion or Social References? Self Congruity on Consumer Purchase Decision Ilham Medal Junjunan, S.Ps., M. Si. a) School of Industrial and System Engineering, Telkom University Jl. Telekomunikasi Terusan Buah Batu No.1, Gedung Karang, Bandung, Jawa Barat 40257 Indonesia *ilham.mj58[at]gmail.com Abstract This study examines the relationship between Self Congruity and consumer purchase decision, the relationship between emotion and consumer purchase decision, susceptibility to reference group influence type (informational and normative influence) and consumer purchase decision, emotion in moderating the relationship of Self Congruity and consumer purchase decision and the susceptibility to reference group influence types in moderating the relationship of Self Congruity and consumer purchase decision. Data collection is done through online surveys. The study respondents were 500 men and women aged between 18-36 years (Millennial generation). The study found that in self congruity, were found predicting consumer purchase decision. The positive emotion also were found predicting consumer purchase decision, The susceptibility of those reference group influence types, both normative and informational, also has a significant positive relationship to consumer purchase decision. Moderation analysis shows that susceptibility to both types of reference group influence strengthens the relationship of Self Congruity and consumer purchase decision, and the second moderation, positive emotion strengthens the relationship of self congruity and consumer purchase decision . Keywords: self congruity, emotion, millennial generation, consumer purchase decision, reference group influence. PermaLink | Plain Format | Corresponding Author (Ilham Medal Junjunan)

182	Marketing Management	ABS-136
EFFECT ATMOSPHERE ON VISITING DECISIONS at MONPERA (Monumen Perjuangan Rakyat) Yupi Yuliawati, Ratih Hurriyati Universitas Pendidikan Indonesia Abstract The museum is a permanent institution, non-profit, serving public needs, with an open nature by collecting, conserving, researching, communicating, and showing real objects to the public for the needs of study, education and pleasure. One factor that must be considered is the atmosphere, the influence of the atmosphere on the museum is very important. The museum seems unattractive and even looks dull and spooky. thus affecting the attractiveness and interest of consumers to visit. The method used in this study is descriptive analysis with survey methods, data obtained and used in this study are primary data and secondary data. The data collection technique in this study is by accidental sampling. The samples taken in this study were 100 respondents who were visitors to the MONPERA museum. This research uses the Atmosphere (Atmosphere) (X) variable and Visiting Decision (Y). The results of the study using multiple regression analysis, proved that the atmosphere (atmosphere has a positive effect on visiting decisions. Keywords: Visiting decision, Atmosphere, Museum PermaLink | Plain Format | Corresponding Author (Yupi Yuliawati)

183	Marketing Management	ABS-138
The Influence of Nostalgic Advertising on Viral Intention and Purchase Intention ryan dharmasaputro and Adrian Achyar Universitas Indonesia ( MM - MBA Program) Abstract Nowadays, many companies attempt to combine an unique theme into their advertisement through social media platforms such as Facebook, YouTube and Instagram. One of their purpose to attempt this strategy is to expecting become viral and increasing the intention to purchase of their products from their targeted viewers. A previous study found that nostalgic content in advertise has positive relationship with the attitude toward the ad. Thus, this present study builds a model to find the effect and relationship of the nostalgic advertisement to attitude toward the ad, attitude toward the brand, purchase intention and viral Intention. The model was tested by collecting data from respondents, the criteria forrespondents are, who lives in Jakarta, has working age from ( 20- 54 years old), and they still not use the advertised product. Then the next process is guiding them to watch the selected nostalgic advertisement and the last process is filling the questionnaire form which the purpose is to observing the effect after watching the advertise. The findings demonstrate the nostalgic advertising have positively significant to attitude toward the ad. The study also found there is positive relationship between attitude toward ad, attitude toward brand, viral intentions and purchase intention. With this findings, it provide insightful implications for marketers and advertisers to help them for determining the content theme for their further advertising. Keywords: digital marketing, nostalgic advertising, attitude towards the ad, purchase intention, viral intention PermaLink | Plain Format | Corresponding Author (ryan dharmasaputro Vilda)

184	Marketing Management	ABS-145
THE EFFECT OF ATTITUDE TOWARD INSTAGRAM ADS ON BRAND ATTITUDE AND ENGAGEMENT BEHAVIOUR Andrew Wilson Saragih (a*), Yeshika Alversia (b) a) Fakultas Ekonomi dan Bisnis, Universitas Indonesia, Salemba Raya 4, Jakarta 10430, Indonesia *saragiandrewilson[at]gmail.com b)Fakultas Ekonomi dan Bisnis, Universitas Indonesia, Salemba Raya 4, Jakarta 10430, Indonesia Abstract The rapid growth of Social Media user in Indonesia has created a better chance for to advertise a brand that was previously on a general internet platform, into social media platforms. Social network is basically a two-way communication media, however it is not suitable if advertisement on social media only used as a one-way promotion tools. In this study, researcher use Instagram as the social media, knowing advertising feature on this platform offers more feature for users to engage compare to other social media. The findings indicate that users attitude toward the advertisement, which influenced by Informativeness, Irritation and Entertainment influence positively on users attitude toward the brand and users engagement behaviour. A total of 195 respondents who ever found an advertisement, and currently active using Instagram participated to fill out an online questionnaire and the data analyzed using SEM (Structural Equation Modeling) . Keywords: Brand Attitude, Engagement Behaviour, Attitude toward the Ad, Internet Advertising, Instagram, Social Network. PermaLink | Plain Format | Corresponding Author (Andrew Saragih)

185	Marketing Management	ABS-148
Multi-Perspective Analysis On The Factors Influencing Consumer Behavioural Intention Of Mobile Payment Features Based On QR Code In Mobile Payment Indonesia Service Sector Hananto Agung Baskoro Magister Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Indonesia Jl. Salemba Raya No.4, Jakarta 10430 Abstract This study aims to identify the factors influencing consumer behavioural of mobile payment features (QR Code payment) intention in Indonesia. We proposed a conceptual framework based on technology acceptance model (TAM) consist of three technology factors (perceived usefulness, perceived ease of use, and trust); one social context factor (social influence); and two individual user characteristics (perceived enjoyment and perceived behavioral control). The proposed research framework was empirically tested by data collected from 195 potential QR Code payment service users, through an online survey. Data were analyzed using structural equation modeling (SEM) technique. The result shows a particularly significant positive impact of QR Code payment on perceived usefulness, social influence, perceived enjoyment, and perceived behavioral control. However, trust and perceived ease of use has an insignificant impact on QR Code payment intention. Findings of the study have important theoretical and practical implications, particularly to understand important user-centric factors affecting QR Code payment consumer intention. Keywords: Mobile Payment; QR Code Payment; TAM; Customer Acceptance PermaLink | Plain Format | Corresponding Author (Hananto Agung Baskoro)

186	Marketing Management	ABS-152
analysis of brand trust in increasing brand loyalty Puspo Dewi Dirgantari (a*) Fitri Asti Pratiwi (b) Rd. Dian H. Utama (b) Universitas Pendidikan Indonesia Abstract The development of the cosmetic industry in Indonesia showed an increase. The number of local cosmetics in Indonesia cause an increase in business competition. Companies need to pay attention to customer loyalty towards the brand (brand loyalty) as an important aspect in the face of competition. One of them through a brand trust because if the customer has of the brand then customers will continue to use and buy the brand or loyal towards the brand has to offer. The purposes of this study to obtain: The influence of brand trust on brand loyalty. The method use was explanatory survey with a sample size as much as 107 respondents. Data analysis technique used is simple with linier regression tools computer software statistical product for service solution (SPSS) 24.0 for windows. The result of the findings of this research show Brand trust has a positive and significant effect against the brand loyalty. This shows that the better the customer believes in the brand, the better is brand loyalty. Keywords: Brand Trust, Brand Loyalty PermaLink | Plain Format | Corresponding Author (Puspo Dewi Dirgantari)

187	Marketing Management	ABS-154
The Investigation of Brand Preference towards The Purchase Intention for Female Consumer through E-Commerce Budi Prasetiyo(a*), Ratih Hurriyati (b), Heny Hendrayati (b) Universitas Pendidikan Indonesia Abstract Indonesia which is the highest share of mobile traffic in Southeast Asia, has 87% of mobile traffic. On the other hand, based on the number of conversion rate, Indonesia only occupies the third position after Vietnam and Singapore. Female consumers in Indonesia are relatively fewer than male consumers in shopping through E-commerce. The purpose of this study is to examine more deeply about Brand preference towards Purchase Intention for female consumers in shopping through E-Commerce. The research method used is the verification method with a number of 36 female respondents who has shopped online. This research used purposive random sampling. The data has been analyzed by using simple linear regression. The results of this study indicated that there is an influence Brand Preference towards Purchase Intention for female consumers in shopping for E-Commerce. The implication is that E-Commerce companies must make the web more attractive, easy to use, and more secure in shopping Keywords: Brand Preference, Purchase Intention, E-Commerce, Conversion rate PermaLink | Plain Format | Corresponding Author (Budi Prasetiyo)

188	Marketing Management	ABS-156
Major Online Purchases: A Study on The Effect of Brand and Positive Review on iGeneration Intan Permana (*a), Rahyuniati Setiawan (b), Asri Solihat (b) Fakultas Kewirausahaan, Universitas Garut Jl.Jati No.42B Tarogong Kaler, Garut Abstract The iGeneration refer to those who experience early exposure to technology and sophisticated gadgets. They do multitask using smartphones and browse using personal computers. This paper describes the iGeneration’s behaviors in making online purchases of major products including clothing, recreation, hobbies, travel, home furnishings, baby needs, banking products and insurance products. The samples were 200 people. The results of data analysis showed that brand and positive reviews had influence on online purchases of major products by the iGeneration at the confidence level of 95%. Therefore, it is necessary for companies to establish brand and attract positive reviews to improve sales performance. Keywords: online purchase, brand, e-trust PermaLink | Plain Format | Corresponding Author (INTAN PERMANA)

189	Marketing Management	ABS-160
The Influence of Social Media on International Students Higher Education Choice Olivia Intan, Tengku Ezni Balqiah Magister Manajemen, Universitas Indonesia Jl. Salemba Raya No. 4, Jakarta 10430, Indonesia Abstract In today’s world, social media has been an integral part of people’s lives. It has greatly changed the way we communicate and receive information. This study tries to investigate the influence of social media on international students’ higher education selection process. The aim of this study is to understand how social media can be used as a strategy for higher education institutions for international students’ recruitment. This study was carried out through quantitative descriptive approach using nonprobability sampling method. A self-administered questionnaire was distributed to 144 international students from several higher education institutions in Indonesia. The findings demonstrated a certain level of engagement in social media during part of the students’ search for higher education, while the primary information still come from traditional sources. Facebook, Instagram, and Youtube showed the highest ranks of social media platforms used among the international students. This study offers insights for practical implications of social media in higher education institutions’ recruitment strategy. Keywords: social media, higher education, international students, decision making PermaLink | Plain Format | Corresponding Author (Olivia Intan)

190	Marketing Management	ABS-162
Customer Profiling and Market Basket Analysis Using K-Means Algorithm and Association Rule Mining: Evidence from Indonesia E-commerce Company Pratiwi Arizona, Arga Hananto Magister Manajemen, Universitas Indonesia Abstract Online customers’ segmentation could be valuable research topic of marketing strategy. Previous literatures mainly studied the differences between non-purchasers and purchasers, lacking further segmentation of online customers itself. This paper focuses on online customers segmentation based on large volume of real transaction data in one of Indonesia e-commerce website. This research proposed the clustering method of customers using K-Means algorithm, and RFM Patterns as an analysis of customer profiling; then we perform the market basket analysis using Apriori algorithm for every cluster in order to get more information of frequently purchased products by customers. Later on, the analysis could be an input for respective company in designing their product recommendation system for segmented customers. Keywords: association rule mining; customers profile; K-Means algorithm; market basket analysis; RFM PermaLink | Plain Format | Corresponding Author (Pratiwi Arizona)

191	Marketing Management	ABS-164
Could Brand Image affect companies facing competitiveness? Abdul Yusuf, Reminta Lumban Batu Universitas Singaperbangsa Karawang Abstract Indonesia is one of the destinations for foreign companies to open branches of fast-food restaurants so that more and more interested parties will be in line with the business expansion of each company. Consumerism and lifestyle that occur in the community make competition for fast food in Indonesia said to be quite a lot of competitors. This study examines foreign branded fast food restaurants in Purwasuka (Purwakarta, Subang, Karawang). The purpose of this study was to determine the effect of brand image in facing the competitiveness of fast food restaurants. This research is quantitative research conducted using descriptive and verification analysis. The type of data used in this study is the type of primary data and secondary data. The Data processed using outer model analysis and analysis of structural models analyzed by PLS software. The results of this study indicate that theres positive influence on brand image on competitiveness. Keywords: Brand Image, Competitiveness, PermaLink | Plain Format | Corresponding Author (Reminta Lumban Batu)

192	Marketing Management	ABS-165
How can digital marketing influence the purchasing decisions on Lazada.co.id? Reminta Lumban Batu, Indah Krisnawati, Ibnu Auf Ubaidi, Hanif Rais Universitas Singaperbangsa Karawang Abstract Digital business is a business that requires internet networks to operate and market products. E-Commerce is a rapidly developing digital business in Indonesia that connects companies with customers to conduct transactions, transport goods and transport information through the internet. The purpose of this study is to study the Digital Marketing Simulation of Online Purchasing Decisions at Lazada.co.id. This research was conducted using descriptive and verification methods. The sampling technique of this study was proportional stratified random sampling using the Slovin formula. The type of data used in this study are primary data and secondary data. Data is processed using simple linear regression analysis which has been transformed into natural log (Ln). The results of this study prove that Digital Marketing has a positive and significant effect on Online Purchasing Decision. Keywords: Digital Marketing, Online Purchase Decision, E-Commerce PermaLink | Plain Format | Corresponding Author (Reminta Lumban Batu)

193	Marketing Management	ABS-166
The Impact of as Determinants of Advertising Creativity towards Consumer Responses (Study on AirAsias Wall Billboard #Bikin-JadiNyata) Sylvie Nurfebiaraning (sylvienurfebia@gmail.com), Lulu Mutia (lulumutiaa@gmail.com) Telkom University, Bandung Abstract Many competitors require companies as advertisers to promote their products or services through advertising in order to use them. One important step that is carried out in the process of making advertising is planning advertising messages. Creativity is needed to determine how the advertising message is delivered so that it at-tracts attention and is easily remembered by the target audience. There are two determinants of advertising creativity, divergence and relevance. Advertising creativity impacts consumer responses to advertising mes-sages in various stages of the hierarchy response, including cognitive, affective, and behavioral responses. One of advertising media that can maximize the creativity of visual advertising is outdoor media. Outdoor adver-tising in the form of wall billboard is utilized by AirAsia to promote its services as Low Cost Airline through #BikinJadiNyata advertising campaigns. This research was conducted using quantitative methods, the tech-nique of collecting data through surveys by distributing questionnaires to 100 respondents who had seen AirAsias billboard wall #BikinJataNyata on Jalan Asia Afrika Bandung. So, there were significant variables of Divergence (X1) and Relevance (X2) simultaneously on the Consumer Response (Y). Keywords: Advertising Management, Advertising Creativity, Outdoor Advertising, Wall Billboard, Consumer Responses PermaLink | Plain Format | Corresponding Author (Sylvie Nurfebiaraning)

194	Marketing Management	ABS-169
Marketing Strategy Based on Consumer Behavior in Facing Competition between Coffee Shops Asri Solihat (a*), Nizar Alam Hamdani (b) Universitas Garut Abstract Coffee Shop is a business conversation at the moment, so that the more people who set up a coffee shop business. Based on data from the Central Bureau of Statistics of Garut (BPS), the level of coffee consumption of the Indonesian people from 2015 to 2019 is projected to increase by 1.79 kg / capita / year. An increase in the amount of coffee consumption and a shift in peoples lifestyles makes coffee drinking as part of their necessities of life, creating opportunities for culinary business people to develop coffee shop businesses or in modern terms is a coffee shop. For the millennial generation, there are several things that make them last a long time to stay in a coffee shop. This research was conducted at two coffee shops in the city of Garut. The purpose of this study is to determine marketing strategies based on consumer behavior in both coffee shops. The survey was conducted by interviewing several visitors in both coffee shops. The results showed that not all coffee shop visitors understand and like the diversity of coffee flavors, but visitors go to the Coffee Shop because the Coffee Shop is a contemporary hangout that provides a relaxing atmosphere for visitors. The marketing strategy that must be carried out by the Coffee Shop businessmen to be able to continue to survive and increase their turnover is by using the product, price, place and promotion strategies. Keywords: Coffee Shop, Marketing Strategy, Consumer Behavior PermaLink | Plain Format | Corresponding Author (Asri Solihat)

195	Marketing Management	ABS-175
Why do people continuously play a mobile game? Audi Nanda Nindita, Dr. M Gunawan Alif Faculty of Economy and Business, University Indonesia Jl. Salemba Raya No.4, RW.5, Kenari, Kec. Senen, Kota Jakarta Pusat, Jakarta 10430 Abstract The emergence of mobile application (App) has rapidly grown in conjunction with the impressive increase of smartphone penetration in recent years. Among numerous categories of mobile apps, mobile game had the most significant contribution in mobile apps revenue and predicted to continue to grow in the future. Earlier mobile game studies examine the role of enjoyment as a motive for continual mobile game use, a few researches combine it with social value attributes. From related studies, we adopt design attributes of the challenge, variety, novelty, and design aesthetics; playability attributes of ease of use and interactivity; and social value attributes of connectedness. Therefore, the purpose of this study is to measure their impact on enjoyment and its effect on continuance intention. The proposed model was empirically evaluated using an online survey of 227 mobile game players on action, role playing game and strategy genres. Structural equation modelling (SEM) is employed for data analysis. The results reveal that challenge, novelty, design aesthetics, perceived ease of use and interactivity give positive influence on the enjoyment. Furthermore, enjoyment and connectedness give significant influence on the continuous intention to mobile game. Both theoretical and practical implications are provided based on the findings. Keywords: Mobile games, Enjoyment, Continued Use, Post-adoption Behaviour PermaLink | Plain Format | Corresponding Author (Audi Nanda Nindita)

196	Marketing Management	ABS-177
Analyzing the Influence of Firm-Generated Content on Consumer’s Brand Awareness, Brand Loyalty, and Electronic Word of Mouth, and how this Influences Consumer Purchase Intention Cara Rodina Joyosugito Magister Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Indonesia Salemba, Jakarta, Indonesia cararodina[at]gmail.com Abstract Nowadays, companies are encouraged to develop marketing strategy using social media. Social media is one of the most effective marketing strategies for companies to market their goods and services to wide consumer target, where they can post information about their products and promotions in a digital platform. Before deciding on having a purchase intention, most consumers use social media first to get products and services information as many as possible because social media has more information than browsing on offline store, and also it is less hassle, has many product reviewers, and much faster to get sufficient information. This will be a challenge for companies to gain consumers attention when they want to use digital marketing by using social media or firm generated content, because there are many companies that are competing on social media and consumers information becomes broaden. This research has found that, in a case on one of the leading online travel agencies in Indonesia, firm generated content has positive impact on brand awareness, brand loyalty, and electronic word of mouth (EWOM). Also, there are findings that brand loyalty has positive impact on EWOM, and EWOM has positive impact on consumer purchase intention. Keywords: Brand, Consumer Behavior, Digital Marketing Strategy, Firm Generated Content; Social Media; Brand Awareness; Brand Loyalty; Purchase Intention; AMOS SPSS PermaLink | Plain Format | Corresponding Author (Cara Rodina Joyosugito)

197	Marketing Management	ABS-178
Consumer Value Analysis on Subscription Entertainment Video Streaming Application Services Sabrina Haunan, Dr. M. Gunawan Alif Fakultas Ekonomi dan Bisnis, Magister Manajemen, Universitas Indonesia Jalan Salemba Raya 4, Jakarta , DKI Jakarta, 10430, Indonesia Abstract The purpose of this paper is to examine the effects of perceived consumption values and investigating the key determinants of behavior on the likelihood of using and recommending a subscription video streaming application. We proposed a conceptual framework based on the theory of consumption values. Moreover, user’s satisfaction also incorporated into the research model. A total of 276 valid questionnaires were collected from potential streaming application service users through an online survey. Data were analyzed using structural equation modeling (SEM) techniques. The result supports most of the hypothesis and shows that all of the perceived consumption values have a significant positive impact on behavior on likelihood using and recommending subscription video streaming application. We also provide a detailed discussion about these findings, and the theoretical and practical implications of the research. Keywords: Streaming Apps; Consumption Values; Satisfaction; Recommendation. PermaLink | Plain Format | Corresponding Author (Sabrina Haunan)

198	Marketing Management	ABS-181
The Effect of Store Attributes Toward Store Format Choice For Beauty Products on Y Generation Audy Daniaguitrianda Mutiarani (a*), Rifelly Dewi Astuti (b) Master’s Programme in Management, University of Indonesia Abstract There is a growth potential for beauty products in Indonesia. Jakarta as a capital city and the surrounding areas have many malls opening with beauty stores inside, which comes with various store formats. This study aims to investigate the influence of store attributes toward patronage intention on Y generation consumers, that leads to beauty products store format choice. Store formats that investigated in this study were department store and specialty store, where is known that there is a tight competition. Data were taken from 240 respondents who at least once in a month buying beauty product. This study analysed with structural equation modeling (SEM), mediation regression, and independent t-test. After processing the data, it is shown that the relation between the atmosphere and merchandising of store attribute’s dimension to patronage intention is statistically significant through satisfaction as mediator. Meanwhile, there is a significant direct relation between the price of store attribute’s dimension to patronage intention. The result of mediation regression showed that satisfaction mediates partially in the relation between store attributes and patronage intention. Independent t-test showed that there is a significant difference in consumer perception toward products at a department store and specialty store. Keywords: Store Attribute; Patronage Intention; Satisfaction; Department Store; Specialty Store PermaLink | Plain Format | Corresponding Author (Audy Daniaguitrianda Mutiarani)

199	Marketing Management	ABS-185
Influence of perceived quality of mobile payment application towards loyalty Taufan Novembri Sandyopasana., M.Gunawan Alif Master of Management Faculty of Economics and Business Universitas Indonesia Abstract This study analyzes the influence of perceived quality of mobile payment application towards customer loyalty. Cognition-affect-behavior model is used in this research where cognition stage includes perceived quality which divided into delivery quality and outcome quality. Customer trust, satisfaction and switching barriers included in affect stage and loyalty treated as a behavioral intention. All data in this research were collected from 342 respondents who is a mobile payment user in Indonesia. Then, a model has been estimated using structural equation modeling (SEM). The results indicate that delivery quality and outcome quality that formed through interaction with a mobile payment service positively affects customer trust and satisfaction, which in turn influence loyalty. However, customer trust does not positively influence to loyalty but has to be mediated by satisfaction. Loyalty itself has a positive effect on trust and negative effect on satisfaction. And lastly, switching barrier has a positive effect on loyalty. This developed model helps to improve the understanding of the creation of loyalty in a mobile payment context. Keywords: mobile payment; perceived quality; trust; satisfaction; switching barrier; loyalty PermaLink | Plain Format | Corresponding Author (Taufan Novembri Sandyopasana)

200	Marketing Management	ABS-186
Consumer Behavior Analysis in Using the Digital Payment Application Radhi Aditya, Fandis Ekyawan Master of Management, Faculty of Economics and Business, Universitas Indonesia Jl. Salemba Raya No. 4, Senen, Kota Jakarta Pusat Abstract This study analyzes the relationship of perception and preferences on satisfaction and the usage rate of the digital payment system and the comparison of test differences between gender and age groups. To conclude the research, we also analyze the relationship of usage rate to habit of using the digital payment system. The perception dimensions include ease of use, usefulness, trust, hedonism, social, self-efficacy, attitude, and security. For the preference, factors that were studied are the types of transactions carried out on the digital payment system. For the satisfaction, factors that were studied are the level of user satisfaction in the digital payment system. For the dimensions of the usage rate, the items are the user intensity in using the digital payment applications. The data collected from the respondents were analyzed using the correlation test, linear regression test, the analysis of variance test (ANOVA), and Chi-Square test. From the research, we can conclude that there is a relationship between perception and satisfaction, satisfaction and preference, perception and preference. The relationship of perception, satisfaction, and preference to application usage rate is partially supported, and the relationship of usage rate and habit in using the applications is also supported. Keywords: Consumer Behavior; Digital Payment; PermaLink | Plain Format | Corresponding Author (Radhi Aditya)

201	Marketing Management	ABS-197
Techno-economic and supply chain analysis of Nano Tea made from Mangosteen Peel as Functional Food Yovita Isnasari, Syukri Yusuf Nasution, and Desi Ratnasari Research Center for Science and Technology Innovation and Policy Management Indonesian Institute of Sciences Abstract The aim of this study is to know the availability of raw material to produce the Mangosteen Peel Nano Tea and to validate the economic value of it in a business scale. The area that has the most mangosteen production is West Java. As for the process of utilizing mangosteen peel into nano tea, it requires at least 7 processes in production. This study also used five methods to find the economic value by using Payback Period (PP), Average Rate Return (ARR), Net Present Value (NPV), Internal Rate of Return (IRR), and Profitability Index (PI). The result of this study are PP was 1 year and 11 months; ARR was 137%; NPV was Rp 3,079,664,331; IRR was 38.35% which is greater than the rate of return; and PI worth 1.36. These results show that the utilisation of mangosteen peel can be a profitable business. Keywords: Mangosteen; techno-economic analysis; supply chain; Nano Tea; Indonesia. PermaLink | Plain Format | Corresponding Author (Syukri Yusuf Nasution)

202	Marketing Management	ABS-204
Determinant of Service Value and Its Implication on Public Trust: A Study on The Social Security Agent Member Siti Mufattahah(a*), Ina Primina(b), Sucherly(b), Wa Ode Zusnita Muizu(b) a*) Program Doktor Ilmu Manajemen Universitas Padjadjaran. Bandung. Indonesia. b) Universitas Padjadjaran. Bandung. Indonesia Abstract The purpose of this study is to find out, analyze, and examine the effect of service operations and service delivery, both simultaneously and partially on the value of health insurance services in West Java , the effect of service operations and service delivery both simultaneously and partially on the trust of service users Health Insurance Services in West Java, Influence of service value on trust of service users through the value of Health Insurance Services in West Java, and Effect of service operations and service delivery on service users trust, through the value of Health Insurance services in West Java. The method used in this study is a literature study, which is to find relevant references to cases or problems found. The results of the study show that service operations and service delivery, both simultaneously and partially influence the value of health insurance services in West Java, service operations and service delivery, both simultaneously and partially affect the trust worthiness of health insurance service users in West Java, The value of services influences the trust of service users through the value of health insurance services in West Java, and service operations and service delivery affect the trust of service users through the value of health insurance services in West Java. Keywords: service operations, service delivery, service value, customer trust PermaLink | Plain Format | Corresponding Author (Siti Mufattahah)

203	Marketing Management	ABS-222
Consumer-Brand Relationship (CBR) of Courier Service Users: The Role of Brand Experience as Antecedents of CBR Ali Mohamad Rezza (a*), Ratih Hurriyati (b*), Disman (c*), Lili A Wibowo (d*) a) Sekolah Pasca Sarjana, Universitas Pendidikan Indonesia Jl. Dr. Setiabudhi No. 229 Bandung 40154 Jawa Barat - Indonesia b) Sekolah Pasca Sarjana, Universitas Pendidikan Indonesia Jl. Dr. Setiabudhi No. 229 Bandung 40154 Jawa Barat - Indonesia c) Sekolah Pasca Sarjana, Universitas Pendidikan Indonesia Jl. Dr. Setiabudhi No. 229 Bandung 40154 Jawa Barat - Indonesia d) Sekolah Pasca Sarjana, Universitas Pendidikan Indonesia Jl. Dr. Setiabudhi No. 229 Bandung 40154 Jawa Barat - Indonesia Abstract Strict business competition in the courier service industry in Indonesia, makes courier service companies increasingly need to improve their services to consumers in order to create satisfaction and also create a close relationship with consumers. Previous studies have shown that the formation of relationships between consumers and brands provides many benefits for companies such as the emergence of competitive advantages, brand loyalty, positive word of mouth, word of mouth advocacy, consumer retention and consumer resistance to other brands. This study examines how consumer-brand relationship (CBR) can be formed by increasing perceived brand experience of consumer. This research used cross-sectional survey explanatory method and using structural equation modelling approach to test the hypothesis. A questionnaire was sent to 200 courier service consumers in West Java. Result indicate that brand experience is a good predictor of consumer-brand relationship especially to brand-self distance variable. Keywords: Consumer-brand Relationship; Brand Experience; Courier Service; PermaLink | Plain Format | Corresponding Author (Ali Mohamad Rezza)

204	Marketing Management	ABS-223
UTAUT2 Analysis on The Use of On-Demand Services Application with Perceived Privacy as Moderating Effect Dewi Noraga Lumban Batu, Yeshika Alversia Magister Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Indonesia Jl. Salemba Raya No.4, Jakarta 10430 Abstract Indonesia has a large population and the growth of smartphone user in recent years defines a potential market for digital products. Establishment of the internet and technology advances creates innovations in various industry that allow consumers to access product and services easily and seamlessly. As consumer behavior is changing, digital service provider develops an online platform, which can be accessed anytime and anywhere, to fulfill consumer’s needs and wants in the form of On-Demand Services application. Products or services can be easily ordered by consumers in "one-click" on the mobile application and will be delivered to the consumers immediately. By the time, On-Demand Services application provider scale up their business portfolio to high-contact services in several new categories namely housing or cleaning, laundry, repair services, health, and beauty. These new categories offer personalized services as well. This study analyzes the consumer’s intention to use On-Demand Services application by examining variables in Extended Unified Theory of Acceptance and Use of Technology (UTAUT2). Data collected from respondents were analyzed using structural equation modeling (SEM) technique. The findings of this study indicate significant positive impact caused by performance expectancy, effort expectancy, habit, and immediacy. However, consumer’s acceptance of this kind of technology is also affected by their perceived privacy as they start to concern about personal information exchanging is occurred during consumption of the services. This study found that the consumer’s intention to use On-Demand Services Application impacted by habit is weakened by their perceived privacy. Keywords: On-Demand Services, UTAUT2, Perceived Privacy, Immediacy, Personalization, Behavioral Intention to Use PermaLink | Plain Format | Corresponding Author (Dewi Noraga Lumban Batu)

205	Marketing Management	ABS-228
THE EFFECT OF SERVICE AND BRAND IMAGE ON CUSTOMER VALUE AND ITS IMPLICATIONS ON VISITOR TRUST ( A STUDY IN THE BANDUNG METROPOLIS AREA) R. DEWI PERTIWI (a), DEDEN KOMAR PRIATNA (a*) a) Universitas Winaya Mukti a*) Universitas Winaya Mukti Abstract This study examines the trustworthiness of the management of historic buildings in the Bandung metropolis by assessing the performance of service experience, brand image and customer value. (1) Service Experience received by visitors, (2) Brand Image according to visitors, (3) Customer Value, (4) Visitor Trust, (5) The amount of influence Brand Experience and Service Image has on Customer Value either Simultaneously or partially, (6) The amount of influence Customer Value has on Visitor Trust. This study uses descriptive survey and explanatory survey methods. The nature of descriptive and verification research. Primary data is distributed to a sample of 375 respondents. Respondents who came to visit the heritage building. Descriptive analysis is done by tabulating data for the average value category, for verification analysis using Structural Equation Modeling (SEM) and processing using Lisrel 8.7. The feasibility of the tested model is carried out through the conformity criteria with theoretical logic, accuracy of parameter estimates, explanatory abilities, and predictability. The results show that: (1) the Service Experience has been received by visitors to the Heritage building as an average answer of 3,221 including a fairly good category, (2) Heritage Brand stated to be quite good. (3) Customer Value has an average of 3.349 to a fairly good category, (4) The Heritage Visitor has an average good category, (5) Brand Service and Image Experience significantly influences Customer Value on visitors both simultaneous or partial and service experience give a greater influence than the Brand Image of Customer Value, (6) Customer Value has a significant effect on Visitor Trust. Keywords: Service Experience, Brand Image, Customer Value, and Trust PermaLink | Plain Format | Corresponding Author (Deden Komar Priatna)

206	Marketing Management	ABS-238
THE EFFECTS OF STORE ATMOSPHERE AND SALES PROMOTION TOWARD IMPULSIVE PURCHASE IN SUPERMARKETS IN KARAWANG DISTRICT Ina Ratnasari, Danang Kusnanto Universitas Singaperbangsa Karawang Abstract The retail industry has increased from year to year. Although many online stores are emerging now, the growth of modern retailers has experienced positive growth. In Karawang District there are currently 4 large supermarkets, are Carrefour, Giant, Transmart and Superindo, with an average of 1,000 people per day. Thus needs to be a study of how consumers make purchasing decisions in these supermarkets. In this study, researchers were interested in researching impulsive purchases, especially those related to the store atmosphere that was displayed and the sales promotion carried out given the tight competition among existing supermarkets. The samples taken in this study were 258 respondents using the Slovin formula with an error rate of 5%. The analysis tool use path analysis to determine the direct and indirect effects of the variables studied. The results showed that there was a direct effect of store atmosphere on impulsive purchases of 26.8% while the indirect effect of store atmosphere on impulsive purchases was 15.9%. The direct effect of sales promotions on impulsive purchases is 23.7% while the indirect effect of sales promotions on impulsive purchases is 15.9%. The effect of store atmosphere together and sales promotion on impulsive purchases is 82.6%. Hypothesis testing shows positive and significant results. This means store atmosphere and sales promotions toward impulsive purchases. Keywords: Supermarket, store atmosphere, sales promotion, impulsive purchase, retail industry PermaLink | Plain Format | Corresponding Author (Ina Ratnasari)

207	Marketing Management	ABS-244
How can service quality create customer loyalty? Lindayani (a*), Nizar Alam Hamdani (a), Anggun Oktavia Herlianti (a), Galih Abdul Fatah Maulani (a), & Teten Safril Mubarok (a) a) Faculty of Entrepreneurship, Universitas Garut, Jalan Jati 42 B Tarogong Kaler, Garut, Indonesia *lindaidris80[at]gmail.com Abstract An effective way to exploit a business potential is to provide quality services so that customers will be loyal in using the offered products or services. This quantitative study is aimed at examining how service quality in-creases customer loyalty. The samples are 166 pet shop customers. It is revealed that customer loyalty is down to how properly pet shop keepers treat pet animals and how they communicate with the customers. Customer loyalty to a pet shop can also be facilitated by several factors such as provision of free consultancy, provision of animal playground, competitive prices, and provision of animal care services. Keywords: Service Quality; Customer Loyalty PermaLink | Plain Format | Corresponding Author (Lindayani Lindayani)

208	Marketing Management	ABS-249
Brand Communication analysis in creating Brand Trust Rd. Dian H. Utama (a*) Fitri Asti Pratiwi (b) Puspo Dewi Dirgantari (b) Lena Nuryanti s (b) a) Universitas Pendidikan Indonesia Jalan, Dr. Setiabudhi 229, Bandung 40154, Indonesia * dhutama[at]upi.edu b) Universitas Pendidikan Indonesia Jalan, Dr. Setiabudhi 229, Bandung 40154, Indonesia Abstract This study aims to obtain a description of the magnitude of the influence of brand communication on brand trust. The type of research used is verification. The method used is explanatory survey with a sample size of 107 respondents. The data analysis technique used is simple linear regression. The findings of this study indicate that Brand communication has an influence on brand trust. This shows that the better the brand communication that the company does, the better the customer believes in the brand offered by the company. Keywords: Brand Communication, Brand Trust PermaLink | Plain Format | Corresponding Author (Rd.Dian H Utama)

209	Marketing Management	ABS-250
THE EFFECT OF BRAND RELATIONSHIP QUALITY ON POST PURCHASE BRAND LOYALTY ON PREMIUM ONLINE LEARNING AND TUTORING Iven Ganesja (*a), Daniel Tumpan Aruan, PhD(b) Magister Management - University of Indonesia Jl. Salemba Raya IV, RW.5, Kenari, Kec. Senen, Kota Jakarta Pusat, Daerah Khusus Ibukota Jakarta 10430, Indonesia *iven.ganesja71[at]ui.ac.id Abstract In 2018 Indonesia,Digital Education and E-Learning Market Outlook issued a report entitled " Rising Trand of Blended to Drive The Future Growth”", the shown result was quite surprising because Indonesia was predicted to be the Top 5 Buyers of mobile learning products and services, competing with superpower countries such as China, the United States, together compete with developing countries such as Brazil and India. The total expenditure used to provide digital-based education in Indonesia has also continued to increase in the last five years. The E-learning industry in Indonesia is highly developed, start-up companies from within and outside the country produce online learning and tutoring with varied learning methods. One of local online learning and tutoring provider that is having very fast moves is Ruang Guru. However, competition between brands is enough to enter a fairly intense phase. When a company invests in acquiring users, there will be a big effort for customer retention, especially the usage of premium online learning and tutoring is set as periodic subscription. This study focuses on analysis the effect of brand relationship elements (satisfaction,commitment,and trust) on brand loyalty after purchasing. Using Partial Least Square as data processing method. The results of the study show that there is a significant positive effect of trust, satisfaction, and commitment to one element of brand loyalty, namely repurchase intention, while no significant positive effect between trust, satisfaction and commitment with price tolerance which will later be discussed in the discussion. Keywords: Brand Relationship Quality, Brand Loyalty, Repurchase Intention,Service Quality PermaLink | Plain Format | Corresponding Author (Iven Ganesja)

210	Marketing Management	ABS-253
E-lifestyle Analysis of Online Repurchase Intention (Survey on Berrybenka online fashion product customer in Instagram Fan Page). Aggi Panigoro, Agus Rahayu, Vanessa Gaffar The phenomenon in online shopping makes business people choose e-commerce sector and strartup growing in the market of Indonesia makes an opportunity for business people to sell their fashion products one of which is making e-commerce. In this digital era, customers prefer the practicality shaded by high technology. The purpose of this study is to measure the picture and influence of E-lifestyle repurchase intention online survey on online product customers in berybenka. This research uses descriptive and verifikatif method, where SEM (Structural Equation Modeling) is used to analyze data statistically. The unit of analysis in this study is the customer who has been shopping online fashion in berrybenka as much as 200 respondents in fanpage instagram. The results showed that repurchase intention would have a good effect when viewed from the characteristics of E-lifestyle and purchases in terms of E-Word of mouth. The results of the research as a whole show that there is a significant influence of E-lifestyle against repurchase intention. Abstract The phenomenon in online shopping makes business people choose e-commerce sector and strartup growing in the market of Indonesia makes an opportunity for business people to sell their fashion products one of which is making e-commerce. In this digital era, customers prefer the practicality shaded by high technology. The purpose of this study is to measure the picture and influence of E-lifestyle repurchase intention online survey on online product customers in berybenka. This research uses descriptive and verifikatif method, where SEM (Structural Equation Modeling) is used to analyze data statistically. The unit of analysis in this study is the customer who has been shopping online fashion in berrybenka as much as 200 respondents in fanpage instagram. The results showed that repurchase intention would have a good effect when viewed from the characteristics of E-lifestyle and purchases in terms of E-Word of mouth. The results of the research as a whole show that there is a significant influence of E-lifestyle against repurchase intention. Keywords: E-lifestyle, Repurchase intention PermaLink | Plain Format | Corresponding Author (Aggi Panigoro)

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