Page 3 (data 61 to 90 of 143) | Displayed ini 30 data/page
<< PREV 1 2 3 4 5 NEXT >>

61	Marketing Management	ABS-6
Perceived Usefulness, Perceived Ease of Use and Social Influence : Intention to Use e-wallet Femmy Effendy(a)*, Ratih Hurriyati(b), Heny Hendrayati(b) a)PhD Student , Universitas Pendidikan Indonesia Jl. Dr. Setiabudi No.229, Isola, Kec. Sukasari, Kota Bandung, Jawa Barat 40154 b) Universitas Pendidikan Indonesia Jl. Dr. Setiabudi No.229, Isola, Kec. Sukasari, Kota Bandung, Jawa Barat 40154 Abstract Theoretical models that are widely used in some digital technology adoption research today, including the Technology Acceptance Model (TAM) and the Unified Theories of Acceptance and Use of Technology (UTAUT), these two theories are also considered to provide a good theoretical basis in understanding intentions consumers to use non-cash payment transactions which include e-wallets such as OVO, Go-Pay, T-cash or others. This study combines Perceived usefulness, Perceived ease of use, and social influence on intention to use an e-wallet. The survey was conducted on the students of STMIK Rosma Karawang information system study program class of 2019-2020 with a population of 160 people. Samples were taken with a purposive sampling approach, and 137 respondents were received. The analysis technique used is multiple linear regression using SPSS V23, where the results of the study show that there is a positive and significant perceived usefulness and perceived ease of use effect on use intention, but social influence does not have a significant effect. Keywords: e-Wallets,Perceived Usefulness, Perceived Ease of Use, Social Influence Share Link | Plain Format | Corresponding Author (Femmy Effendy)

62	Marketing Management	ABS-8
E-ServQual: How E-ServQual can affect E-Satisfaction in Shopee customers Ramayani Yusuf(a), Heny Hendrayati(b), Riana Dewi(c), Jusuf Nurdin(d) (a)Universitas Pendidikan Indonesia (b)Universitas Pendidikan Indonesia (c)Politeknik Piksi Ganesha (d)Politeknik Piksi Ganesha Abstract This study aims to determine the influence of e-servqual on the e-satisfaction of the Shopee mobile app users. This research is a descriptive research utilising a quantitative approach. Two variables were used in this study: e-ServQuality (x) and e-satisfaction (y). Data collection was obtained through distributing online questionnaires (e-questionnaires) to the Business Management students in Piksi Ganesha Polytechnic who are also active users of Shopee mobile application. There are 243 total participants out of 546 students. The study utilised purposive sampling technique. The data was analysed through descriptive and simple linear regression analysis. The results detected that the e-ServQual variables had a significant and simultaneous effect on e-satisfaction. The F Test results showed a significant effect on the dependent variable which is e-satisfaction (Y). Keywords: e- ServQual, e- Satisfaction, Shopee Share Link | Plain Format | Corresponding Author (Ramayani Yusuf)

63	Marketing Management	ABS-9
Self-service Technology Behavioral Intention by Indonesian Air Passengers Echo Perdana Kusumah, Ratih Hurriyati, Heny Hendrayati Sekolah Pascasarjana, Universitas Pendidikan Indonesia Abstract Self-check-in kiosks at airports have become far more available. Nonetheless, to this day, research has not thoroughly explored aviation services expectations and influences impacting air passenger intent to take advantage of self-checking kiosks. In comparison, the present analysis proposed an adaptive model that incorporates the advantages of self-check-in kiosk, perceived ease of use and perceived usefulness, passenger attitude and behavioural intentions. This model is based on technology acceptance model (TAM) and the theory of planned behaviour (TPB) model. Online survey study was carried out in Indonesia using purposive surveys and there are a total of 600 valid answers. All hypotheses are acknowledged and verified by empirical results. Faster and simplistic perceived usefulness procedure must therefore be studied to forecast the attitude and intention of passengers’ airlines by having national character. Keywords: Self check-in kiosk; Attitude; Intention Share Link | Plain Format | Corresponding Author (Echo Perdana Kusumah)

64	Marketing Management	ABS-11
How to Promote the Geopark Ciletuh-Palabuhanratu as a Tourist Destination area Y.D Rahmawati (a*), R. Hurryati, H. Hendrayati, Nandi (b) a) Management Study Programme, School of Postgraduates Studies Universitas Pendidikan Indonesia Jalan Setiabudi no. 229, Bandung 40154, Indonesia *dianiyuli[at]gmail.com b) Department of Geography Education Universitas Pendidikan Indonesia Abstract The Geopark Ciletuh-Palabuhanratu Attractiveness is one of the tourist attractions located in Sukabumi Regency, West Java Indonesia. It is coming in the form of varied tourist attractions; the location is also served a complete tour in the island of Java and offers expanse views coral reefs and some beautiful mountain waterfalls. In this area, visitors can enjoy the natural scenery offered. Starting from the mountains, waterfalls, beaches, peaks, and beautiful landscaping with a sea background. The number of tourists visiting the area attraction continues to increase from year to year, this is because it has been recognized as a world heritage by UNESCO GLOBAL GEOPARK, but the increase is not in accordance with the target expected by the management. This study aims to look at the promotion strategy undertaken by the management to increase the number of tourists visiting the Geopark Ciletuh-Palabuhanratu. The method used in this research was descriptive with data analysis techniques through in-depth literature and documentation studies. The results of this study are promotional strategies that have been applied in increasing the number of tourists visiting the Geopark Ciletuh-Palabuhanratu by using a promotional mix of advertising, personal selling, direct marketing, public relations, and sales promotion. Keywords: Promotion Strategy, Marketing Strategy, Tourism Marketing Strategy, The UNESCO Geopark Ciletuh-Palabuhanratu Share Link | Plain Format | Corresponding Author (Yuli Diani Rahmawati)

65	Marketing Management	ABS-12
The Influence of Social Media Marketing on Brand Trust of Indonesian Frozen Food Products in Covid-19 era Ery Adam Primaskara (*), Ratih Hurriyati, Heny Hendrayati, Tika Annisa Lestari Koeswandi Universitas Pendidikan Indonesia primaskara29[at]gmail.com Abstract The Indonesian government has made a policy of work from home and social distance when the Covid-19 Pandemic occurred until the middle of 2020. This led to the closing of food stall, and, frozen foods transform into new products trend in this era (Fajar, 2020; Handayani, 2020; Perkasa, 2020; Setyowati, 2020). However, many consumers choose to cook at home instead of buying frozen food in anticipating the spread of the virus. Thus, many companies have decided to use social media to increase the consumer’s trust as previous studies suggested (Tatar & Eren-Erdoğmuş, 2016; Tümer et al, 2019; Anggraeni & Djuwita, 2019; Muhanda, 2020). This study aims to analyze the the effect of social media marketing on the brand trust of frozen food products in Indonesia during the Covid-19 Era. This research is a quantitative descriptive study involving 100 social media users who have made at least one-time purchase of Indonesian frozen food products in the Covid-19 era. The data collection technique employed questionnaires in form of google form and interviews through google meetings. The data was then analyzed with a simple regression using SPSS 23. The results of this study indicate that Social Media Marketing gives a positive and significant impact on brand trust of frozen food products in Indonesia during the Covid-19 Era. It means that the more intense the use of social media marketing by a brand, the higher the trust that will be gain during the Covid-19 era. Keywords: Social Media Marketing; Brand Trust; Frozen Food; Covid-19 Share Link | Plain Format | Corresponding Author (Ery Adam Primaskara)

66	Marketing Management	ABS-13
THE EFFECTS OF SUBJECTIVE NORM ON THE INTEREST TO USE OF THE ONLINE SHOPPING CUSTOMERS IN JAKARTA Rini Larasati Irawan, Ratih Hurriyati UNIVERSITAS PENDIDIKAN INDONESIA Abstract In this generation, shopping online is not considered as a taboo thing anymore. This matter is supported by its various applications that are already familiar by people all over the world. Jakarta is among one of all Indonesians capital cities, where shopping online has made it easier for people to shop and to erase gap while shopping, saves more time, and its other advantages. The urge and influence from people around us can be one of the main reasons that might affect it. Subjective norm and interest to use are the two variables used in this research. The data were collected by spreading questionares through google forms, the amount of collected respondent are 65 respondent who came from Jakarta. The result for the research used AMOS program. And the hypothesis test result shows that all probabilities, whether its the subjective norm or the interest to use, are significant. Keywords: Keywords: Online Shopping, Interest to use, online shopping, subjective norm Share Link | Plain Format | Corresponding Author (Rini Larasati Irawan)

67	Marketing Management	ABS-14
THE EFFECT OF CONTENT QUALITY AND PERCEIVED ENJOYMENT TO SUBSCRIBE INTENTION IN CHANNEL YOUTUBE RADITYA DIKA Fajar Ramadhan, Ratih Hurriyati, Heny Hendrayati School of Postgraduate Studies Universitas Pendidikan Indonesia Abstract Subscribe Intention on Raditya Dikas YouTube channel can be influenced by Content Quality and Perceived Enjoyment, where Content Quality contained on a website or platform can influence consumer consideration in making subscription decisions (subscribe intention). Data collection using accidental sampling techniques on 236 respondents with research subjects’ citizens who have seen YouTube video content Raditya Dika. The results of this study reveal that there is a strong positive correlation and direction between Content Quality and Perceived Enjoyment. There is a partial effect of Content Quality on Subscribe Intention significantly by 25.4%. There is a partial effect of Perceived Enjoyment on Subscribe Intention significantly by 29%. Then there is the simultaneous influence of Content Quality and Perceived Enjoyment on the Subscribe Intention on the YouTube Channel Raditya Dika positively and significantly by 54.4%. Keywords: Content Quality, Perceived Enjoyment and Subscribe Intention Share Link | Plain Format | Corresponding Author (Fajar Ramadhan)

68	Marketing Management	ABS-20
THE EFFECT OF SOCIAL MEDIA MARKETING ON PURCHASE INTENTION (Evidence form Indonesia) Sutopoh1, Agus Rahayu2, Lili Adi Wibowo3, Heny Hendrayati4 Universtas Pendidikan Indonesia Abstract The use of social media today in the marketing world is superior compared to other advertising media, some social media that are often used such as WhatsApp, Facebook, Twitter, blogs, websites and others and is used dynamically from year to year. Social media can increase consumer knowledge and can increase the interest and purchasing power of a product. This research uses descriptive and verification methods. Empirical data is collected through a questionnaire given to social media users. This research uses a Confirmatory Factor Analysis as an analysis tool in the data processing. The study shows eight variables of social media marketing dimensions, namely offering through social media, social media that are easy to use, product info through social media, the benefits of using social media, looking for info through social media, time, buyer attitude, and purchase intention. Keywords: Social Media, Purchase Intention, and Advertising. Share Link | Plain Format | Corresponding Author (Sutopoh Kusumo)

69	Marketing Management	ABS-21
GENERATION-Z BEHAVIOR: SOCIAL MEDIA MARKETING VS BRAND IMAGE R Nurhasan, H Hendrayati, W Wufron UNIVERSITAS PENDIDIKAN INDONESIA Abstract ABSTRACT: Brand image of a product will increasingly exist if it gets a positive response from consumers through its marketing activities. Marketing media that are widely used today are social media with internet connections, one of which is Instagram. The purpose of this research is to analyze the effect of social media marketing on brand image in the Z-generation in Garut Regency, Indonesia. Data obtained by distributing questionnaires with purposive sempling techniques to 30 resellers. Then the data is tested for validity and reliability, valid and reliable data are analyzed using simple linear regression. The results of data analysis show that social media marketing has a positive effect on brand image in the Z-generation. Complete information presented on social media makes it easy for consumers to find the products needed. Keywords: Social Media, Brad Image, Gen-Z Share Link | Plain Format | Corresponding Author (Rohimat Nurhasan)

70	Marketing Management	ABS-25
The Influence of Perceived Value to Purchase Intenton : Evidence Maliqa Product in PT. Alghaniy Faza Utama Pajar Machmud1, Agus Rahayu2, Lili Adi Wibowo3, Heny Hendrayati4 Universitas Pendidikan Indonesia Abstract Todays consumers are more thorough and selective before making a purchase. consumer behavior today is more "demanding" and easily moves to other hearts because they can easily make comparisons from the internet . Consumer Perceived Value is a key to compete with other competitors. The purpose of this research is to determine the influence of perceived value to purchase intention. This research type is causal uses quantitative type of research. The empirical data were collected through questionnaire that administered to Maliqa product users.This study uses simple regression analisys. Results of this study together and support previous research from research of Chunmei Gan & Weijun Wang (2017), Naami, A et al (2017), Eryadi & Eka (2016), Jessica Patrisia Ondang (2015) in all studies found that perceived value variables affect the purchase intention . Keywords: Perceived Value (CVP), Purchase Intention, Product, Cost Share Link | Plain Format | Corresponding Author (Pajar Machmud)

71	Marketing Management	ABS-27
What Influence Indonesian Millennial to Have Environmentally Conscious Consumer Behavior? Dwi Anggraeni (a), Tengku Ezni Balqiah (b) University of Indonesia Abstract Environmental issues have attracted academics to enhance understanding about the driving factors of consumer to support it. This study aims to investigate which factors of environmental knowledge (EK), environmental concern (EC), perceived consumer effectiveness (PCE), and religiosity (RG) influence the environmentally conscious consumer behavior (ECCB) of Indonesian Millennial as the largest consumer cohorts in Indonesia. Using 261 samples of millennial that were collected by survey and structural equation modelling, 7 hypotheses were tested. Result shows that ECCB does not directly influenced by EK, but more influenced by EC and PCE. Further, religiosity which claimed to be an important aspect for most of Indonesian, does not influences ECCB. This study enriches existing literature of environmentally conscious consumer behavior in Indonesia and expected to contribute Indonesian companies in designing their green marketing plan to be more effective in targeting Indonesian millennial. Keywords: Green Consumer Behavior, Green Marketing Share Link | Plain Format | Corresponding Author (DWI ANGGRAENI)

72	Marketing Management	ABS-28
Integrated Marketing Communication (IMC) Analysis And Its Effect Toward Brand Equity (BE) Perwito, Agus Rahayu, Heny Hendrayati Sekolah Pascasarjana, Universitas Pendidikan Indonesia Abstract Abstract Along with the increasing of competition in transportation services that expand business to other service sectors, including Gojek. Gojek is one of the transportation platforms, food and beverage delivery services, in running for business implementing Integrated Marketing Communication (IMC), the usage of applications on cell phones or smartphones based on internet technology will provide convenience in service and communication processes with customers, so that it is expected to be able to maintain strength Brand Equity. This study uses a quantitative approach, an explanatory survey type and descriptive verification. The sample of this study was 290 with a simple random sampling technique aimed at students of the Computerized Accounting Study Program at Piksi Ganesha Polytechnic. Data analysis techniques use; data normality test, correlation test, regression, and hypothesis testing. The results of the analysis; show that Integrated Marketing Communications (IMC) have a positive and significant effect on Brand Equity (BE). It is important to focus on the company which continues to take strategic actions related to the Integrated Marketing Communication (IMC), so that the companys Brand Equity is increasingly in the minds of consumers, which can improve the companys performance that is reflected in the optimization of sales, profits, and wealth to shareholder value. Keywords: Integrated Marketing Communication (IMC), Brand Equity (BE), information and communication technology. Keywords: Integrated Marketing Communication (IMC), Brand Equity (BE), information and communication technology Share Link | Plain Format | Corresponding Author (PERWITO PERWITO)

73	Marketing Management	ABS-29
The Influence of Discount towards Repurchase Intention on Local Customers CV. Risman Wijaya Keramik Devira Qibtiyah (a)*, Ratih Hurriyati (b), Heny Hendrayati (c) (a) Management Study, Universitas Pendidikan Indonesia, Jalan Setiabudi No. 229, Bandung 40154, Indonesia *deviraqibtiyah[at]student.upi.edu (b) Management Study, Universitas Pendidikan Indonesia, Jalan Setiabudi No. 229, Bandung 40154, Indonesia Abstract CV. Risman Wijaya Keramik is a company engaged in the field of pottery. Over the past three years sales have declined. Therefore, CV. Risman Wijaya Keramik carries out promotional strategies by giving discounts. This study aims to determine how the effect of giving discounts on repurchase intention in local customers CV. Risman Wijaya Keramik. The research method used is survey technique with a sample of 57 customers, the research instrument used was questionnaire in the form of a Likert scale with category values 1-7. The results showed that based on data, in three dimensions the discount includes the size of the discount, the time of the discount and the type of product that gets the discount can show. Thus, based on the results of this study, it can be concluded that there is a positive and significant influence between the two variables among the discounts to repurchase intention. Keywords: Promotional Strategies, Discount, Repurchase Intention Share Link | Plain Format | Corresponding Author (Devira Qibtiyah)

74	Marketing Management	ABS-30
THE EFFECT OF BRAND IDENTIFICATION AND SENSE OF COMMUNITY ON BRAND LOVES (A Survey of Kaskus Trading Forum Users in Bandung) Fajar Gumelar Maulana, Ratih Hurriyati, Lili Adi Wibowo, Bambang Widjajanta, Heny Hendrayati. Indonesia University of Education Jl. Dr. Setiabudi No.229, Isola, Kec. Sukasari, Kota Bandung, Jawa Barat 40154 Abstract Online trading forums are becoming viral in Indonesia, but many failures experienced by startup companies, especially in the trading forum. Research on brand love has become a trend in several research studies in trading forum startup companies, especially in overcoming online trading forums. This study aims to determine the effect of brand identification and the sense of community on brand loves in Kaskus trading forum users in Bandung. Meanwhile, the research design of the study is using a cross-sectional method. This study is using a descriptive approach with an explanatory survey method and involved 107 respondents who had been selected by using non-probability sampling. A questionnaire was used as a research instrument to collect data from respondents. The technical analysis of the study is a descriptive technique using frequency distribution. The results showed that the effect of brand identification was in the quite good category and the sense of community on brand loves was in a good category. The originality/value of this research is the difference that lies in the object of research, research time, measurement tools, literature used, theories used, and research results. Keywords: Brand identification, Sense of Community, Brand Loves, Kaskus Share Link | Plain Format | Corresponding Author (Fajar Gumelar Maulana)

75	Marketing Management	ABS-31
The Influence of Experiential Quality, Excitement, Museum Image, and Experiential Satisfaction toward Revisit Intention: Empirical Study at Modern and Contemporary Art Museum in Jakarta Dwina Deandra Subroto, Arga Hananto Universitas Indonesia Abstract Millennials who tend to seek new experiences are currently dominating the tourism industry in Indonesia. Museums are suggested to attract them by improving their marketing strategy by increasing the quality of customers’ experience. As this situation occur, this study attempts to identify primary dimensions of experiential quality in a successful museum and examine the interrelationship between the experiential quality dimensions, experiential quality, excitement, equity, experiential satisfaction, and revisit intention. As a framework, the researcher used a multi-dimensional, hierarchical model and formative construct to test the relationship among those variables. The researcher used a quantitative method with PLS-SEM on a convenience sample of 306 respondents. This research showed that interaction quality, physical environment quality, outcome quality, and access quality positively affecting visitors’ judgment on experiential quality. Experiential quality also has a vital role in affecting excitement and museum image, which will lead to experiential satisfaction and revisit intention, respectively. Keywords: Marketing, Experiential Quality, Excitement, Museum Image, Experiential Satisfaction, Revisit Intention Share Link | Plain Format | Corresponding Author (Dwina Deandra Subroto)

76	Marketing Management	ABS-32
Customer Segmentation by using RFM Model and K-Mean Clustering in PT XYZ R. Hafidhullah Zakariyya Universitas Telkom Abstract This research was aimed at conducting customer segmentation by applying Recency, Frequency, Monetary (RFM) model. Segmentation was administered by K-Mean Clustering, and clustering was carried out by utilizing Elbow Method. The data, it is about 15.545 customer data, was obtained from PT XYZ which running accommodation service business. Through Elbow method, the finding of the study revealed that there were three clusters. First cluster was marked as R↑ F↓ M↓, meaning that its recency was considered high, while frequency and monetary were considered low. This first cluster was translated as a ‘new customer’. Cluster two was marked as R↓ F↓ M↓, meaning that all attributes from RFM is considered low. Hence, this cluster can be categorized as ‘lost customer’. Meanwhile, Cluster three was the best cluster and categorised as ‘loyal customer’. This cluster was marked as R↑ F↑ M↑. Keywords: Customer Segmentation, RFM Model, K-Mean Clustering, Elbow Method. Share Link | Plain Format | Corresponding Author (Hafidhullah Zakariyya)

77	Marketing Management	ABS-37
Analysis of Millenials Intention to Use the OVO E-Wallet Damayanti, Fenny; Hurriyati, Ratih; Hendrayati, Heny Management Science Doctoral Program, Indonesia University of Education (UPI); Indonesian University of Education (UPI); Indonesian University of Education (UPI) Abstract Technologies have developed very fast since the internet invention. Collaboration to collect information is now easy. Thousands of applications have emerged and helped business activities become more efficient and effective. The financial industry is one of the industries that take advantage of these technological developments. The government is utilizing this technological development by launching a GNNT (National Non-Cash Movement) program through Bank Indonesia, which aims to raise awareness while increasing the use of non-cash by the public, business people, and government institutions. Although non-cash instrument of e-money is increasingly being used, in fact, cash is still dominant in payment transactions in Indonesia. This study aims to analyze millennials intention to use OVO e-payment. This type of research is qualitative with a descriptive approach. Data collection technique is through literature study and survey to respondents who use e-wallet. The results showed that the Technology Acceptance Model (TAM) consisting of perceived usefulness and perceived ease of use can encourage millennials intention to use the OVO e-payment fintech. The OVO startup must continue to explore information from big data in order to increase customer intention to use this fintech. Keywords: technology acceptance model, e-wallet, intention to use Share Link | Plain Format | Corresponding Author (Fenny Damayanti)

78	Marketing Management	ABS-46
The Influence of Factors in the Modified UTAUT on Millennial Generation Customer Satisfaction for Adopting BJB Digi at Bank BJB Bandung in 2020 Agus Kurniawan1, Agus Rahayu2, Lili Adi Wibowo3, Heny Hendrayati4 Universitas Pendidikan Indonesia Abstract Todays consumers are more thorough and selective before making a purchase. Todays consumer behavior is more "demanding " and easily moved to another heart because they can easily make comparisons from the internet. Modified Unified Theory of Acceptance and Use of Technology (UTAUT ) is the key to competing with other competitors. The purpose of this study is to determine the effect of perceived value on customer satisfaction. This type of research is causal using quantitative research. Empirical data was collected through a questionnaire given to users of the BJB Bank Bandung branch (BJB Digi) mobile banking service. This research uses SEM-Smart PLS analysis. The results of this study together and support previous research from research (2019: 26), Amin et al. (2018), Yu (2012: 108), Singh et al. (2020) in Yu (2012: 108), Foon and Fah (2012: 13), Gonzalez and Galletta (2012: 66), and Indrawati et al. (2020: 4) in all studies found that Performance Expectancy (PE), Effort Expectancy (EE), Social Influence (SI), Facilitating Conditions (FC), and Behavioral Intention (BI) affect Customer Satisfaction. Keywords: TAUT, Performance Expectancy, Effort Expectancy, Social Influence, Competence, Behavioral Intention, Customer Satisfaction Share Link | Plain Format | Corresponding Author (Agus Kuniawan)

79	Marketing Management	ABS-48
Purchasing Decision of Simping 97 (a Private Label MSME Product ) Costumers during Covid-19 Deden (a*), Rengga Madya P (b), M. Iqbal Nurfauzan (b), Heny Hendrayati (b) Program Studi Magister Manajemen Universitas Pendidikan Indonesia Abstract Abstract This research aims to determine the effect of private label UKM SIMPING 97 Products implementation on purchasing decisions at Covid-19. The research method used is descriptive quantitative and survey explanatory design. The populations are consumers at UKM SIMPING 97 with sample of 42 people using non-probability sampling techniques and accidental approaches. Data collection techniques using a questionnaire, analyzed by simple linear regression methods, and hypothesis testing using t test. Data analysis was assisted by the application of SPSS version 22 to use Cronbachs Alpha feature in calculating the coefficient of determination and hypothesis testing. The results of this study is the higher quality of private label provide higher level of purchasing decision at UKM SIMPING 97. However, the findings of this research show that quality of private label has weak correlation with purchasing decision. Recommendation for further research is use other independent variable such as price, promotion, quality of product, perceived risk, or other things that might has effect on purchasing decision and use higher number of samples. Keywords: Private Label, Quantitative Descriptive, Purchasing Decisions, Non-probality Sampling, Accidental samples, Covid-19 Share Link | Plain Format | Corresponding Author (Deden Bin Ace Sahrudin)

80	Marketing Management	ABS-49
The Influence of Electronic Word-of-Mouth, Destination Image, Destination Familiarity and Attitude Toward Destination on Travel Intention to Lombok I Gusti Ngurah Ary Wiwekananda (a), Daniel Tumpal H. Aruan(b) Master of Management, Faculty of Economics & Business, University of Indonesia. Abstract This study aims to determine and analyze the influence of electronic word of mouth, destination image, destination familiarity, and attitude towards destination in the tourism sector. In this case the researchers provide several limitations of research related to the object to be studied, namely online review with the destination of Lombok. Data obtained by distributing questionnaires to the sample as respondents who have criteria; have read online travel reviews for Lombok destinations and have never been to Lombok. The sampling technique used is non-probability sampling with a purposive sampling approach. Samples collected were 163 respondents. Data analysis using Partial Least Square (PLS) and assisted by SmartPLS 3.0 software. The hypotheses formed for testing are: (1) e-wom influences travel intention, destination image, and attitude toward destination positively and significantly; (2) destination familiarity influences destination image and travel intention positively and significantly; (3) destination image influences attitude toward destination and travel intention, and (4) attitude toward destination influences travel intention positively and significantly. Based on the results of processing the statistical data it was found that all hypotheses were accepted. Keywords: Electronic word-of-mouth, destination image, destination familiarity, attitude, travel intention, Lombok. Share Link | Plain Format | Corresponding Author (I Gusti Ngurah Ary Wiwekananda)

81	Marketing Management	ABS-50
Does digital marketing affect Millennial purchase decision in Covid-19 situation? Tika Koeswandi (a*), Lili Adi Wibowo (b), Mira Nurfitriya (a) (a) Entrepreneurship Study Program, Universitas Pendidikan Indonesia, Dr. Setiabudi Street No.229, Bandung, West Java, Indonesia, 40154 *tikakoeswandi[at]upi.edu (b) Business Education, Universitas Pendidikan Indonesia, Dr. Setiabudi Street No.229, Bandung, West Java, Indonesia, 40154 Abstract This study aims to figure out how digital marketing affect the millennial purchase decision in Indonesia during Covid-19 era. This study is a descriptive-quantitative that involved 100 millennial costumers in West Java, Indonesia, as sample who had social media and purchased at least once in fashion sector of Small Medium Enterprises (SMEs). The data were collected through survey questionnaire and interviewed through google meeting. The data were analysed through simple regression using SPSS. The results of this study show t-count 3.211> table 1.984 with sig. equal to 0,000 which means that the variable of digital marketing has a positive and partially gives high significant effect to the millennial purchase decision. This implies that the more intense digital marketing is applied in Covid-19 situation, the more influence receives by millennial to do a purchase decision. Keywords: Digital Marketing, Millennial, Purchase Decision, Covid-19 Share Link | Plain Format | Corresponding Author (Tika Koeswandi)

82	Marketing Management	ABS-52
The Effect of Social Media Marketing and Brand Image on Decision in Choosing a School of Business in Bandung Ezra Karamang S.E.,M.M STIE Indonesia Membangun Abstract In the era of digitalisation, the need for Social Media Marketing and Brand Image in various industries is very important, including in the Higher Education industry. Online marketing efforts and activities are needed to influence prospective students in choosing a School of Business in Bandung. Therefore, Social Media Marketing is expected to contribute to the decision making of prospective students, while brand image is expected to have a significant role in improving the decisions. This study aims to examine the effect of Social Media Marketing and Brand Image on the decision of students in choosing a School of Business in Bandung. The method used was descriptive and verification research with a sample of 100 students. The sampling technique used was non-probability sampling. For data analysis, the Multiple Linear Regression statistical tool was used with a significance level of 5% for the t-Test and F-Test. The results of this study indicate that both Partial and Simultaneous Tests showed variable Social Media Marketing and Brand Image influence on Decision to Choose, while Brand Image has a greater contribution than Social Media Marketing. Keywords: Social Media Marketing, Brand Image, Decision to Choose, School of Business. Share Link | Plain Format | Corresponding Author (Ezra Karamang)

83	Marketing Management	ABS-54
Legal and Paid Online Movie Streaming Services: Resubscribe Intention in Indonesia Trisha Gilang Saraswati, Farah Oktafani, Marheni Eka Saputri Telkom University, Bandung, Indonesia Abstract The switching business method from offline to online has open wider business opportunities, such as online movie streaming services. Amidst the many illegal services offers for the same product for free and other legal providers, the legal and paid online movie streaming service provider keep struggling both to maintain and add the subscriber. Therefore, this study aims to analyze the factors that will influence the resubscribe intention of online movie streaming in Indonesia. This study is included in a descriptive study with an associative method using Path Analysis involving each of the 100 subscribers of legal and paid online movie streaming services who had subscribe the services in the last one year as respondents. The result of this study stated that functional value, social value, emotional, epistemic value and conditional value has influence on resubscribe intention, both directly or when tested using resubscribe satisfaction as an intermediate variable which shows greater effect. For that reason, online movie streaming services provider can pay attention and trying to understand the reason why legal and paid online movie streaming subscriber are still willing to spend money to resubscribe. Keywords: Resubscribe Intention, Resubscribe Satisfaction, Online Movie Streaming Services Share Link | Plain Format | Corresponding Author (Trisha Gilang Saraswati)

84	Marketing Management	ABS-55
Analysis of the Effect of E-Service Quality On Hospital Customer Satisfaction (Study of E-Service Quality Hospitals in West Java, Indonesia) Anggono Raras Tirto Sakti STIE INABA Abstract Research on the Analysis of E-Service Quality (ESQ), on Customer Satisfaction Hospitals in West Java, has been conducted at Advent, Immanuel, Santo Yusuf, and RSUD Bandung City Hospital. This research was conducted on 200 respondents. The Data processing method in this study uses SmartPLS 3. The results of this study prove that empirically the description of the latent variables of E-Service Quality (ESQ), Customer Satisfaction, and the Image of Hospitals in Hospitals in West Java is valid. E-Service Quality (ESQ) has a moderate effect on customer satisfaction. Increased ESQ will lead to moderate increased hospitals customer satisfaction. in West Java. The increase in ESQ will cause an increase in the hospitals image as well. Customer satisfaction has a strong influence on the image of hospitals in West Java. Increased customer satisfaction will cause a stronger increase in Hospital Image. E-Service Quality (ESQ) has a strong influence on the image of hospitals in West Java, both partially and simultaneously. Keywords: E-service quality; Customer satisfaction; Hospital; Bandung Share Link | Plain Format | Corresponding Author (Anggono Raras Tirto Sakti)

85	Marketing Management	ABS-59
Social media marketing, electronic word of mouth, and its effect on purchase decision process on the warunk upnormal consumer Farah OKtafani, Nadya Novandriani Karina Moeliono, Marheni Eka Saputri, Trisha Gilang Saraswati Telkom University, Bandung, Indonesia Abstract Warunk Upnormal uses a variety of promotional strategies including through social media. Warunk UpNormal target market are millennial segment which is the largest segment in Indonesias current demographic structure. Therefore, through social media, Upnormal establishes intense marketing communication with its target market. The purpose of this paper is to examine the effects of social media marketing and electronic word of mouth on a purchase decision process in Warung UpNormal. A quantitative research methodology was used for the purpose of this research and the data were collected from 400 customers of Warung UpNormal who has seen social media and read reviews provided by Warung UpNormal. The study find that customer responded positively to Warung UpNormal social media content and they have engagement with Warung UpNormal through social media. Contrary to expectation, the findings showed that both social media marketing and electronic word of mouth has positives but insignificant effect on purchase decision process. The finding of this study contribute to an understanding of the selected factors in affecting customer decision process in Warung UpNormal. Keywords: Electornic word of mouth, social media marketing, purchase decision process Share Link | Plain Format | Corresponding Author (Farah Oktafani)

86	Marketing Management	ABS-60
Champion of Digital Wallet Competition in Indonesia: Analysis of E-Wallet based on UTAUT Theory Marheni Eka Saputri, Trisha Gilang Saraswati, Farah Oktafani, Anita Silvianita Telkom University, Bandung, Indonesia Abstract The development of financial technology or fintech produce various of innovation in services, one of them is digital wallet. Through these products, users can save money and transact electronically. Based on Bank Indonesia (BI) data, no less than 38 electronic wallet applications (e-wallets) have received official licenses. During the 2018 period alone, research institute and advisor based in India RedSeer, reported that e-wallet transactions in Indonesia had reached US $ 1.5 billion, equivalent to Rp21.73 trillion. Indonesia has several major players in e-wallet namely GoPay, OVO, LinkAja, and DANA, however non-cash transactions via fintech only 1.66% of the velocity of money in Indonesia. According to Mckinsey, fintech penetration in Indonesia has only reached 5%. This figure is much lower than other countries, even though Indonesia has a huge potency. Mobile Payment or abbreviated as M-Payment is a method of payment that uses a mobile phone. Fintech payments including LinkAja, Go-Pay, OVO, and DANA are indeed expected to target users in remote parts of the archipelago. However, it cannot be denied, there are still Indonesian residents who use ordinary mobile phones or have not accessed the internet. Moreover, based on Statista data, smartphone users are projected to only reach 28% of the total population of Indonesia this year. Looking at these data, we can assume that the actual market potential for mobile money in Indonesia is quite large but the market penetration is still low. Based on this background, it can be seen that the intention to adopt mobile payment is still very low. As for the behaviors that are factors in the intention to adopt technology, performance expectancy, effort expectation, social influence, perceived risk, and perceived cost. The purpose of this study is to look at how the influence of performance expectancy, effort expectation, social influence, perceived risk, and perceived cost of the intention to use mobile payment in Indonesia. This research was conducted on 400 respondents using Structural Equation Model (SEM PLS) analysis. Keywords: Performance Expectancy, Effort Expectation, Social Influence, Perceived Risk, Dan Perceived Cost, UTAUT, Behavioral Intention, e-Wallet Share Link | Plain Format | Corresponding Author (Trisha Gilang Saraswati)

87	Marketing Management	ABS-61
The Study of e - Loyalty on Virtual Hotel Operator Agus Alwindrajudi1, Ratih Hurriyati 2, Puspodewi Dirgantara 3 Sekolah Pasca Sarjana Universitas Pendidikan Indonesia Jl. Dr. Setiabudi No.229, Isola, Kec. Sukasari, Kota Bandung, Jawa Barat 40154 Indonesia Abstract The hospitality industry in the era of technological development is now increasingly felt, where access to information to get things related to hospitality is very easily obtained by users through smart phones commonly known as Virtual Hotel Operators (VHO), so users are easy to know the condition of the Hotel . This makes hotel users more selective in choosing hotels. This study aims to find out what is felt by VHO users so that it can cause loyalty to users. The factors used as variables are how the influence of e-service quality by using intervening e-satisfaction variables can provide a positive value. The questionnaire data consisted of 100 respondents in Serang City, Banten Province, Indonesia. Then analyzed using Smart PLS software, and the results of the study found that the relationship between service quality and e-loyalty was positively insignificant but using intervening variables electronic satisfaction, the relationship between electronic service quality and electronic loyalty became positively significant. Keywords: e-Service Quality, e-Satisfaction, e-Loyalty Share Link | Plain Format | Corresponding Author (Agus Alwindrajudi)

88	Marketing Management	ABS-62
The Effect of Halal Tourism Attributes and Tourist Experience on Destination Image and Revisit Intention of Domestic Tourist Natia Humairah (*), Yeshika Alversia Magister of Management, University of Indonesia Jl. Salemba Raya No.4, RW.5, Kenari, Kec. Senen, Kota Jakarta Pusat, DKI Jakarta 10430, Indonesia *natia.humairah[at]gmail.com Abstract This study examines the relationship between halal tourism, travel experience, and constraint to identify the particular role of the attributes in forming destination image and revisit intention to Lombok. The study population comprises of 330 survey responses from domestic tourists of Lombok. In order to achieve this objective, structural equation modeling was used to analyze the data using PLS to examine the impact of dimensions and variable that influence destination image and revisit intention. Five dimensions of halal tourism (social environment, facilities, food and beverages, service, and staff), four dimensions of travel experience (escapism, entertainment, esthetics, and education), three dimensions of constraints (avaibility, structural, and interpersonal), three dimension of destination image (scenery, infrastructure, affective, and water sports), and three attributes of revisit intention were identified. Partial least squares regression analysis shows that tourism experience defining biggest roles in the destination image. The results determine whether the existence of halal tourism factors can affect the destination image and make a tourist to revisit Lombok in the future, therefore marketers can create added value for managed tourist destination areas by taking into account the factors of halal tourism. Keywords: Halal tourism, Travel experience, Destination image, Revisit intention, Structural Equation Modelling Share Link | Plain Format | Corresponding Author (Natia Humairah)

89	Marketing Management	ABS-63
The Influence of Factors in the Modified Unified Theory of Acceptance and Use of Technology (UTAUT ) on Millennial Generation Customer Satisfaction for Adopting BJB Digi in 2020 Faizal Ahmad Uiniversitas Pendidikan Indonesia Abstract Todays consumers are more thorough and selective before making a purchase. Todays consumer behavior is more "demanding " and easily moved to another heart because they can easily make comparisons from the internet. Modified Unified Theory of Acceptance and Use of Technology (UTAUT ) is the key to competing with other competitors. The purpose of this study is to determine the effect of perceived value on customer satisfaction. This type of research is causal using quantitative research. Empirical data was collected through a questionnaire given to users of the BJB Bank Bandung branch (BJB Digi) mobile banking service. This research uses SEM-Smart PLS analysis. The results of this study together and support previous research from research (2019: 26), Amin et al. (2018), Yu (2012: 108), Singh et al. (2020) in Yu (2012: 108), Foon and Fah (2012: 13), Gonzalez and Galletta (2012: 66), and Indrawati et al. (2020: 4) in all studies found that Performance Expectancy (PE), Effort Expectancy (EE), Social Influence (SI), Facilitating Conditions (FC), and Behavioral Intention (BI) affect Customer Satisfaction. Keywords: UTAUT, Performance Expectancy, Effort Expectancy, Social Influence, Competence, Behavioral Intention, and Customer Satisfaction Share Link | Plain Format | Corresponding Author (Ahmad Faizal)

90	Marketing Management	ABS-64
The Effect of In-Store Stimuli Towards The Customers Impulsive Buying Behavior at Toserba Yogya Majalengka Muhammad Fikry Januar (a*), Ratih Hurriyati (b), Heny Hendrayati (b) Universitas Pendidikan Indonesia Abstract The rising of online shopping activities carried out by customers nowadays, makes direct shopping activities in physical store become decreased. This creates a problem for retail entrepreneurs who own physical stores to think about a solution to solve that problem. Thus, they finally create some store stimulus (in-store stimuli) to enhance the sales of their physical stores. This study aims at finding out the effect of in-store stimuli towards customers’ impulsive buying behavior. This study is a quantitative descriptive study with Toserba Yogya Majalengka as the object. The sampling technique used in this study is probability sampling with purposive sampling method that obtains a valid sample of 50 respondents. The type of the data in this study are primary data from questionnaires sourced from simple linear regression analysis technique, while the hypothesis testing used in this study is only t-test. From the result of the hypothesis, it can be found that in-store stimuli significantly affect customer’s impulsive buying behavior. This shows that the more in-store stimuli performed by the store, the higher the frequency of impulsive buying behavior done by customers of Toserba Yogya Majalengka. Based on the above result, the suggestion for this study is that Toserba Yogya Majalengka maintains in-store stimuli activities since it is useful to increase the intensity of customer’s buying behavior. Keywords: In-store Stimuli, Impulsive Buying Share Link | Plain Format | Corresponding Author (Muhammad Fikry Januar)

Page 3 (data 61 to 90 of 143) | Displayed ini 30 data/page
<< PREV 1 2 3 4 5 NEXT >>

Powered By Konfrenzi Standard 1.832L-Build4 © 2007-2026 All Rights Reserved