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91	Marketing Management	ABS-68
STUDENT ACCEPTANCE OF E-LEARNING SYSTEM DURING COVID-19 PANDEMIC Laksmi Sito Dwi Irvianti1,2, Ratih Hurriyati1, Puspo Dewi Dirgantari1 1 Universitas Pendidikan Indonesia Jl. Dr. Setiabudi No.229, Isola, Kec. Sukasari, Kota Bandung, Jawa Barat 40154 2 Bina Nusantara University Jl. Kyai H. Syahdan No.9, Palmerah, Kec. Palmerah, Kota Jakarta Barat, Daerah Khusus Ibukota Jakarta 11480 Abstract This study was conducted in Binus University and has purpose to determine the student acceptance of e-learning system during COVID-19 pandemic. The data used are secondary data from articles and journals and also primary data that is collected by distributing online questionnaire to 100 students majoring in management as respondent with simple random sampling as sampling technique. The data collected was analyzed by using linear regression. The result showed that both perceived usefulness and perceived of ease to use have positive and quite strong correlation with intention to use. Furthermore, the study also showed that perceived to usefulness and perceived of ease to use significantly affect toward intention to use partially and simultaneously. This study can be an input to the university to improve its e-learning system in the future. Keywords: perceived of usefulness, perceived of ease to use, intention to use, e-learning Keywords: perceived of usefulness, perceived of ease to use, intention to use, e-learning Share Link | Plain Format | Corresponding Author (Laksmi Sito Dwi Irvianti)

92	Marketing Management	ABS-69
The effect of trust in mediating between the influence of website quality on e WOM intentions Enny Noegraheni Hindarwati1 Ratih Hurriyati2 Puspo Dewi Dirgantari3 UPI ( Universitas Pendidikan Indonesia) DR. Setiabudi, Bandung Abstract ABSTRACT: This study aims to analyze the effect of website quality on trust, the effect of trust on intention of e WOM and the influence of website quality on intention of e WOM with intervening variables of trust for users of online shop sites in DKI Jakarta. The population of this study were DKI Jakarta residents who aged between 20 - 49 years. The technique of sampling used was random sampling by distributing questionnaires to 356 users of fashion online shop in DKI Jakarta as respondents. Research method used was explanatory research. Data were analyzed using SEM WarpPLS 7.0. The results of the study showed that web quality has a positive effect on trust, trust has a positive effect on intention of e WOM and web quality has a positive effect on intention of e WOM through trust. Keywords: Website quality, trust, e WOM intention, fashion online shop Share Link | Plain Format | Corresponding Author (Enny Noegraheni Hindarwati)

93	Marketing Management	ABS-70
THE INFLUENCE OF SOCIAL MEDIA NETWORK MARKETING AND BRAND AWARENESS OF CONSUMER INTENT Asep Munawar1, Ratih Hurriyati 2, Puspodewi Dirgantara 3 Universitas Pendidikan Indonesia Abstract This research aims to test the influence of social media network marketing and brand awareness on the intention of buying consumers, the method of research used survey with quantitative approach, sampling techniques in this study of saturated sampling is a student who is attending the campus STIE Wikara semester 2 2019 amounting to 70 people, with several categories of purchases such as buying and selling clothes, hoods, shoes or sandals and bags. The data analysis technique used is double linear regression analysis.The results showed that social media network marketing and brand awareness were of significant effect on consumers buying intent, or had a significant role in the consumers decision to purchase a product, other findings suggest that social media network marketing and brand awareness were related to consumer buying intent, where consumer engagement acted in influencing social media users and brand awareness to have consumer buying intent.The research reinforces that it should respond to the importance of increasing social media use and brand awareness because it has a strong influence on the intent of consumer buying. Keywords: Social media Network marketing, brand awareness, consumer intent Share Link | Plain Format | Corresponding Author (asep munawar)

94	Marketing Management	ABS-71
E-Promotion in the decision to purchase customers Kopi Kenangan Eva Rachmawati1*4, Ratih Hurriyati2, Puspo Dewi Dirgantari3 1*) Ilmu Manajemen, Universitas Pendidikan Indonesia, email: evarachmawati[at]upi.edu 2) Ilmu Manajemen, Universitas Pendidikan Indonesia, email: ratih[at]upi.edu 3) Ilmu Manajemen, Universitas Pendidikan Indonesia, email: puspodewi[at]upi.edu 4) Manajemen, Universitas Sangga Buana, email: evarachmawati44[at]gmail.com Abstract Abstract Research to determine the effect of e-promotion on social media on consumer purchasing decisions Kopi Kenangan. The variables studied were: Personal relevance (X1), Brand Familiarity (X2), Message (X3), with the purchase decision variable in Kopi Kenangan consumers using the models of attention, intersert, disire, action. This study used a sample of 100 respondents. This research is included in the descriptive and verification research by using the non probality sampling method. Accidental sampling technique, which is a way to get samples based on who the consumers who happened to meet when doing research. The test used to test the research instrument is a validity test and a reliability test. Hypothesis testing using the F test and t test, data analysis used is multiple regression. Personal Relevance (X1) variables influence the Purchase Decision (Y) on Kopi Kenangan. Variable Brand familiarity (X2) influences the Coffee Decision Purchase Decision. While the Message Variable (X3) has an influence on the Decision of Purchasing Kopi Kenangan. Variables that have a major influence on Decision Making (Y) are Personal Relevance variables. Keywords: e-promotion, personal relevance, Brand Familiarity, message, multiple regression analysis. Share Link | Plain Format | Corresponding Author (Eva Rachmawati)

95	Marketing Management	ABS-72
REEF BUSINESS IN COVID 19 PANDEMIC ERA; CONSUMER BUYING INTEREST PERSPECTIVE Rizki Adriansyah Rubini, Heny Hendrayati, Siti Aisyah, Ratih Hurriyati, Disman, Mochamad Achyarsyah Universitas Pendidikan Indonesia Abstract Reef business is very strategic and potential to be developed. People, especially middle-up class, having the interest on the beauty of reef and marine fish often express their interest by owning a reef tank. They are known as reefer (reef & marine hobbyist). Reef tank business is very promising from business point of view. Nonetheless, Covid-19 pandemic has impacted most businesses in Indonesia, some of them have already feel severe financial loss. The purpose of this research is to analyze consumers’ buying interest for reef and marine fish during this unprecedented pandemic era. The preferred research method is survey explanatory. The research was conducted to reefers at Indo Fish Club. 100 sample was taken out of 1452 using judgement sampling; sampling based on characteristics suitability with the research objective. The research result has shown that the buying interest during the pandemic era is categorized high. Thus, the reef and marine fish business are potential to be developed and need to get attention from the government to support environmental conservation. Keywords: coral, reef tank, consumer buying interest, environmental conservation Share Link | Plain Format | Corresponding Author (Rizki Adriansyah Rubini)

96	Marketing Management	ABS-73
FINTECH AND BANK COLLABORATIN IN INDONESIA :OPPORTUNITIES OR CHALLENGES Andi Rosa Moh Ramdhan 1 Puspodewi Dirgantari 2 Ratih Hurriyati 3 UPI Abstract Abstract   Innovations in the field of financial services carried out by Fintech companies have changed many peoples habits in financial transactions, fintech business acceleration especially in the field of payment and lending peer to peer has helped the public especially those who have not been touched by bank services in obtaining financial services. In addition, fintech also has a role to assist the government in increasing financial inclusion. The purpose of this study is to determine the opportunities or challenges to be faced as a result of  collaboration between fintech and banks in Indonesia considering the increasing number of Indonesian people who use fintech services. The method used is descriptive qualitative approach to the study of literature to track event data, which is then used by the author to collect data including sources from previous research. The results and conclusions of this study are that collaboration between fintech and banking is needed to help people who are still unbankable and expand the reach of financial services to remote areas and encourage increased financial inclusion in Indonesia. Keywords: Collaboration, Fintech, Bank, Opportunities, Challenges Share Link | Plain Format | Corresponding Author (Andi Rosa M Ramdhan)

97	Marketing Management	ABS-74
RELATIONSHIP MARKETING, CUSTOMER SATISFACTION, AND CUSTOMER LOYALTY: THEORETICAL REVIEW Sitora Nuralieva Amralievna, Dr. Ratih Hurriyati, Dr. Heny Hendrayati UNVERSITAS PENDIDIKAN INDONESIA Abstract As the world battles to recover from the COVID-19 crisis, businesses are concerned about the influence this crisis might have on the relationship with their customers and how best they can satisfy them. We are in a period where customer loyalty is being put to test. Companies are faced with the challenge of how to maintain relationships with their customers, how to find new ways of working with them, new ways to drive revenues, and new ways of satisfying their customers. The purpose of this paper is to present a framework for understanding relationship marketing, customer satisfaction, and customer loyalty. To achieve this goal, relationship marketing, principles, and purposes were examined. Customer satisfaction and customer loyalty were defined and the relationship between customer satisfaction and customer loyalty was also explored. Recommendations were given on how businesses can maintain relationship marketing during this pandemic to ensure customer satisfaction and loyalty. Keywords: : Relationship Marketing, Customer Satisfaction, Customer Loyalty Share Link | Plain Format | Corresponding Author (Sitora Nuralieva Amralievna)

98	Marketing Management	ABS-75
The Role of the Internet of Things (IoT) in Business and Marketing Areas: A Literature Review Using the Bibliometric Analysis Approach Heri Purwanto, Ratih Hurriyati, Puspo Dewi Dirgantari Universitas Pendidikan Indonesia Abstract The Internet of Things (IoT) is now turning into a global infrastructure that enables sophisticated services by connecting various things (physical and virtual) based on information system technology. This research reveals the role of Internet of Things (IoT) technology in the area of business and marketing. Specifically, this study also profoundly reveals IoT technology to understand various key elements, operational domains, and various cases of the use and application of these technologies in the business and marketing areas. By using a literature study approach and bibliometric analysis, this attempt is to quantitatively analyze scientific article data. Based on 434 scientific articles taken from the sciencedirect database during the 2011-2020 publishing period, 73 articles have been selected which meet the required screening criteria. Various research questions are presented in this study, related to the main entities that need to be investigated more deeply in the future and that require managerial focus when IoT technology is to be adopted. Keywords: Internet of Things (IoT), technology, bibliometric analysis, marketing, business Share Link | Plain Format | Corresponding Author (Heri Purwanto)

99	Marketing Management	ABS-76
Brand Positioning Fuel Stations On High-Tier Fuel Category Gusti Anggara Permana (a*), Tengku Ezni Balqiah (b) a) Faculty of Business & Management, University of Indonesia, Jakarta, Indonesia, 10440. *gusti.anggara[at]yahoo.co.id b) Faculty of Business & Management, University of Indonesia, Jakarta, Indonesia, 10440. Abstract Companies need to build and maintain competitive advantage. In retail industry, competition landscape will change when global brands enter the market, i.e. gas stations in Indonesia. Hence, it is important to identify brand positioning in consumers minds, compared to competitor brands. This study examines the positioning of major gas stations based on some attributes that refer to previous studies and in-depth interview. The objects are high-tier fuel that managed by three major brands namely Pertamina, Shell, and British Petroleum (BP). Using purposive sampling and online surveys, data were collected from 256 respondents of Pertamina, Shell, and BP, further analyzed by Multi-Dimensional Scalling in developing perceptual map. The findings indicate that Pertamina is perceived more related to promotion & personnel aspects, while Shell and BP were perceived related to advertising and tangible aspects. Even though the products are similar, this study clarifies, there are differences in how consumers perceived these brands. Keywords: Brand Positioning; Multi-Dimensional Scaling; Perceptual Mapping; Fuel Station Share Link | Plain Format | Corresponding Author (Gusti Anggara Permana)

100	Marketing Management	ABS-79
ANALYSIS OF BRAND AWARENESS MEASUREMENT IN AMIL ZAKAT INSTITUTION NU CARE-LAZISNU BANDUNG Linda Mauliani Purnamasari, Ratih Hurriyati, Puspo Dewi Dirgantari Universitas Pendidikan Indonesia Abstract ABSTRACT Amil zakat institutions must continue to compete positively by maintaining a positive image or making people aware that this institution is able to manage ZIS funds properly. To be known and remembered by the public, an entity must create and increase brand awareness of the entity. The method used in this research is descriptive in order to describe the brand awareness of NU CARE-LAZISNU Bandung with a sample of 100 respondents from Bandung. Based on the analysis of brand awareness measurement in NU CARE-LAZISNU Bandung has not been able to occupy the position of top of mind and brand recall because the value obtained is very small. NU CARE-LAZISNU Bandung is at the brand recognition and unaware stage. The marketing strategy that can be carried out by NU CARE-LAZISNU Bandung is by using social media, because the community is now inseparable from social media. Keywords: brand awareness; marketing; measurement. Share Link | Plain Format | Corresponding Author (Linda Mauliani Purnamasari)

101	Marketing Management	ABS-86
Fashion Blog’s Influence on Fashion Brand CBBE Seonhee Park, Ratih Hurriyati, Heny Hendrayati Universitas Pendidikan Indonesia, Bandung, Indonesia Abstract With the emergence of the Web 2.0 the traditional media world has changed and new media have become available to brands. Fashion blogs are a relatively new marketing tool, enabling fashion brands and their consumers to interact in a two-way dialogue. Today, consumers turn to other consumers to gather information, inspiration, and advice about brands, and fashion blogs have become a mean to this goal. The aim of this journal was therefore to explore how fashion blogs can affect brand equity and what role online fashion blogs play in consumers’ creation of the extended self and the formation of consumers’ perception of fashion brands. The theoretical foundation for this journal was primarily based on Keller’s customer-based brand equity (2001). Findings implied fashion blog readers perceive both fashion brands and fashion blogs to have enduring importance, and their motivations for reading these fashion blogs is related to inspiration, entertainment, learn about new things, stay updated, accessibility, research, and habit. Further, it was established some of these motivational factors, along with level of consumption, involvement in fashion brands, extension of self, and trust, influence blog readers’ involvement in fashion blogs. Moreover, it was found that fashion blogs play a role in consumers’ creation of the extended self. However, it appeared fashion blog readers only utilize fashion blogs to learn what they should wear in order to express something about themselves, and not to associate with other people or groups, which was somewhat surprising. Lastly, fashion blogs are excellent at creating brand awareness and image, thus establish identity and meaning for brands, resulting in favorable responses from consumers. Keywords: fashion blogs, online fashion, fashion brands, brand equity, Keller, customer-based brand equity, qualitative research Share Link | Plain Format | Corresponding Author (SEONHEE PARK)

102	Marketing Management	ABS-90
The Competition of Beverage Products in Global Market Share Elshad Mammadbayov(*), Ratih Hurriyati, Heny Hendrayati Management, Pascasarjana, Universitas Pendidikan Indonesia Abstract The beverage sector plays an important role in consumers’ daily diet. Beverage industy is continously growing sector in all over the world. The beverage industry consists of two major categories and eight sub-groups. The non-alcoholic category is comprised of soft drink syrup manufacture; soft drink and water bottling and canning; fruit juices bottling, canning and boxing; the coffee industry and the tea industry. Alcoholic beverage categories include distilled spirits, wine and brewing. The aim of this article is how these companies compete with each other. This study uses recent scanner data to develop a demand analysis to examine the competition of various beverages. The data in this article were analyzed with SPSS 23. To obtain reliable demand and elasticity estimates, I test for valid aggregations using the generalized composite commodity theorem. Results suggest that while consumers substitute refrigerated juice with low calorie drinks, a larger proportion of consumers substitute regular soft drinks with fruit drinks. Keywords: beverage industry, fruit beverages, soft drinks Share Link | Plain Format | Corresponding Author (Elshad Mammadbayov)

103	Marketing Management	ABS-97
competitive strategy analysis according to product life cycle and implications in profit (studies in business services aqiqah al hilal Bandung) Anita Dewi Rachmawati, Vanessa Gaffar, Heny Hendrayati Universitas Pendidikan Indonesia Setiabudi no 299 bandung, Jawa Barat 40154, Indonesia Abstract This study aims to determine the appropriate competitive strategy analysis of the product life cycle and its implications on earnings (study on business services Aqiqah Al-Hilal Bandung). The method used in this research is quantitative descriptive study through interviews and literatur. The results of this study indicate that business services Aqiqah Al-Hilal Bandung are in the development cycle (growth) with the characteristics of significant profit growth from 2015 to 2016. Also in terms of competitors with similar business more and more. In order for business services Aqiqah Al-Hilal to reach the stage of maturity there are several strategies to be done in order to reach that stage, and according to the theory (Kotler) strategy should include the company improve the quality of products and add new features, adding new models and accompanying products, entering new market segments, the company increased its distribution coverage and entering new distribution channels, the company switched from the ads that are aware of the products to the ads that are selecting products, the company lowered the price. Keywords: Marketing, competitive strategy, product life cycle Share Link | Plain Format | Corresponding Author (Anita Dewi)

104	Marketing Management	ABS-98
analysis of brand image, brand awareness on purchasing decisions (survey of consumers mayoutfit bandung) Anita Dewi Rachmawati, Heny Hendrayati, Vanessa Gaffar, Universitas Pendidikan Indonesia Jalan Setiabudi no 299 Bandung Abstract The study is aim to determine the effect of the brand image and brand awareness to decision of purchase on the consumer Mayoutfit Bandung. The population in this study were all Mayoutfit Bandung Consumers. The sampling technique uses a simple random sampling method with a total sampling of 50 people. The measurement scale uses a scale likert in the analysis of data using multiple regression test with the program application SPSS 16.0. Hypothesis testing using T-test shows that brand image has a positive effect on purchasing decisions of 3,800; a significance value of 0.0000 < 0.05 and a regression coefficient of 0.146 and brand awareness has a positive effect on purchasing decision of 3.862; a significance value of 0,000 < 0.005 and a regression coefficient of 0.606. Hypothesis testing using the f-test shows that the brand image and brand awareness variables influence purchasing decisions by 21% with the remaining 79% influenced by other variables. Keywords: Brand Image, Brand Awareness, Purchasing Decisions Share Link | Plain Format | Corresponding Author (Anita Dewi Rachmawati)

105	Marketing Management	ABS-99
Analysis Implementation of Electronic Customer Relationship Management (E-CRM) towards Customer Loyalty Graha Noviana Universitas Pendidikan Indonesia Abstract ABSTRACT: The presence of customers is the most important component in a business. For this reason, customer loyalty to the company must be maintained and improved so that the business can survive and grow. This research is a quantitative study that aims to look at the relationship between electronic customer relationship management (ECRM) on the loyalty. Data in this study were collected through ECRM quality measurement questionnaires and customer loyalty levels. Then, the collected data is analyzed using simple linear regression analysis. The results of this study indicate that there is a positive and significant effect between the effectiveness of the ECRM on the level of customer loyalty from these results it can be recommended that to increase customer loyalty, it is important to improve the quality and effectiveness of ECRM. Keywords: kesetiaan nasabah, electronic customer relationship management, informasi, komunikasi Share Link | Plain Format | Corresponding Author (Graha Noviana)

106	Marketing Management	ABS-100
The Influence Of Price and Product Quality On Purchase Intention Of Samsung A10S Mobile Phone Fadhlan Ridhwana Sujana (a), Agus Rahayu (b), Lili Adiwibowo (b), Heny Hendrayati (b) (a) Widyatama University and The Student of School of Postgraduate Universitas Pendidikan Indonesia (b) Universitas Pendidikan Indonesia Abstract This research aims to analyze the role of price and product quality variables to influencing consumer purchase intention on Samsung A10s mobile phone. Mobile phone is a primary needs for everybody because with mobile phone, everbody can communicate everytime. The authors makes this research because they want to study about purchase intention on Samsung A10s mobile phone. Samples taken in this study were consumers from Samsung A10s mobile phone, the respondents which were taken as many as 100 consumers of Samsung A10s mobile phone, they are university students of Bandung, Indonesia. The authors suggest to the Samsung Company to still consider the product quality as one of the marketing strategies to increase purchase intention of the Samsung A10s mobile phone. Keywords: Price, Product Quality, Purchase Intention Share Link | Plain Format | Corresponding Author (Fadhlan Ridhwana Sujana)

107	Marketing Management	ABS-103
Post-Usage E-Banking Behavior on BNI 46 Customer Loyalty in Kabupaten Garut Intan Permana (a*); Lindayani (b) a) Program Studi Kewirausahaan, Universitas garut Jalan Terusan Pahlawan - Garut, Indonesia *intan[at]uniga.ac.id b) Program Studi Kewirausahaan, Universitas garut Jalan Terusan Pahlawan - Garut, Indonesia Abstract Digitization in banking to the cashless society by providing as non-cash transactions. In other hand a result of survey showing the low penetration of internet usage for online money transfer as wrong banking services. This article, has a purpose to test customer loyalty influenced by post-usage behavior. The author uses a causal design to solve the problem of low penetration of internet users for online money transfers. Today, e-banking services are considered as one of the factors that the customer expressed loyal to the banking services. Keywords: Customer Loyalty; Post-Usage Share Link | Plain Format | Corresponding Author (Intan Permana)

108	Marketing Management	ABS-106
FACTORS THAT AFFECT THE ELECTION OF HIGHER EDUCATION (HOLISTIC MARKETING POINT OF VIEW)) Nur Fitriansyah*,Ratih Hurriyati*, Puspo Dewi Dirgantari* Universitas Pendidikan Indonesia Abstract The increasing number of universities makes competition in recruiting new students more stringent, colleges are required to know the factors that influence and make the students choosing their next level of education. The goal of the research to determine the factors that influence the selection of students in selecting universities, furthermore, these factors are grouped into the components of holistic marketing, which are Internal marketing, Integrated marketing, Performance Marketing, and Relationship marketing. The study used a quantitative approach using questionnaires deployed online and using Partial Least Square version 3 for data processing. The results of the study indicated that all the holistic components of marketing influenced the selection of PT and performance marketing had the greatest impact on student decision-making in selecting colleges. Keywords: Holistic Marketing, Higher Education, PLS, Student Recruitment Share Link | Plain Format | Corresponding Author (Nur Fitriansyah)

109	Marketing Management	ABS-107
Bandung City Image as a Halal Tourism Destination Vanessa Gaffar, Yeni Yuniawati, Oce Ridwanudin, Lili Adi Wibowo Universitas Pendidikan Indonesia Abstract This study aimed to analyze tourist perception towards the image of Bandung City as one of the halal tourism destinations in Indonesia. This study measures factors namely food, accommodation, attraction and local people. This research is a quantitative research using questionnaires in collecting data. The sample of the study covers 200 tourists who travelled to Bandung. Results show that the majority of the tourists perceived halal label to be important so it is there priority to dine-in, in a restaurant with a halal certificate. Most of the accommodations and attractions have already provided an appropriate place of worship although the worship equipment is still limited and some time is poorly maintained. Most tourists are expected to get a clear prayer notification on the site and clear signage to the place of worship. They feel convenient to interact with Muslim local people without feeling harsh. It is important for the government, especially the office of culture and tourism to educate people on what the true definition of halal tourism is since there are still misconception perceptions among tourists and local people themselves. Keywords: Image, Halal Tourism, Tourism Destination Share Link | Plain Format | Corresponding Author (Vanessa Gaffar)

110	Marketing Management	ABS-117
EXPERIENCE THROUGH DIGITAL BRANDING IN IMPROVING THE BRAND LOYALTY CASUAL RESTAURANT (STUDY ON THE MILLENIAL GENERATION IN INDONESIA) Lili Adi Wibowo; L. Lisnawati; S. Sulastri Universitas Pendidikan Indonesia Abstract This study examines the experience model through digital branding in increasing casual restaurant brand loyalty among the millennial generation as a strategy in improving the economy in the tourism industry sector. The result of this research is a measurement model of company competitiveness in getting consumers who are loyal to its brand. So that casual restaurants have an appeal that supports consumers among the millennial generation in Indonesia to build brand loyalty. The impact on the millennial generation is ignoring brand loyalty, including low personal relationships with brands, difficulty finding a match and satisfaction with brands. The objectives of this study are (1) To describe the experience through digital branding in increasing casual restaurant brand loyalty among millennial generation (2) To determine the effect of experience through digital branding in increasing casual restaurant brand loyalty among millennial generation. Keywords: Brand Experience, Brand Loyaly, Digital Branding Share Link | Plain Format | Corresponding Author (LILI ADI WIBOWO)

111	Marketing Management	ABS-118
Happiness for Bandung City Residents, Empirical Study of Urban Service Satisfaction in Creating Well Being and Satisfaction of the City L. Lisnawati; Ratih Hurriyati; Disman; Vanessa Gaffar Universitas Pendidikan Indonesia Abstract The government has a role as an economic actor that plays an important role, one of which is as a provider of public services. The government as an economic actor has the main objective, namely production activities to achieve national development and improve community welfare. The government is essentially a public servant, the government is not created to serve itself, but also to serve the community and create conditions that allow every member of the community to develop their abilities and creativity in order to achieve common goals. Bandung is the third city with the largest population in Indonesia. The large population is a big task for the City government to serve its citizens. Quality of Life in cities is an important part of the competitive city profile. Cities are seen as having to be places to provide not only quality of life but also cultural stimulation, and "happiness". Various efforts continue to be made by the City Government of Bandung in an effort to increase satisfaction with the City and the happiness index of its people. The research method is descriptive verification, through an explanatory survey, the study population is a citizen of Bandung City of 2,470,802 residents, with a minimum sample of 400 respondents. The data analysis technique used is partial least square path-modeling (PLS-PM) using XLSTAT software Keywords: Urban Service Satisfaction, Citizen Happiness, City Satisfaction, Subjective Well-being, Life Satisfaction, Income Satisfaction Share Link | Plain Format | Corresponding Author (Lisnawati Lisnawati)

112	Marketing Management	ABS-130
Increase Purchase Intention through Brand Personality P. D. Dirgantari, Shofiah Sholehah & B. Widjajanta Universitas Pendidikan Indonesia Abstract This study aims to determine the influence of brand personality on purchase intention. The method used is an explanatory survey with a sample size of 200 respondents. The analysis technique used is the Structure Equation Model (SEM). The findings of this study indicate that brand personality has a positive and signifi-cant effect on purchase intention. Companies must be able to develop aspects of emotionality in order to get a good response from consumers by creating romantic feelings and touching consumers feelings through their products such as through color, physical form or promotion. Keywords: Purchase Intention; Brand Personality; beauty & cosmetic Share Link | Plain Format | Corresponding Author (Puspo Dewi Dirgantari)

113	Marketing Management	ABS-134
The Impact of Online Customer Reviews on Purchase Intention in Online Marketplace A. Rahayu ,R. Novianty, D.H. Utama Universitas Pendidikan Indonesia Abstract This study aims to determine the description of online customer reviews on Blibli website visitors in Indonesia, knowing the description of purchase intentions on Blibli website visitors in Indonesia, and to find the magnitude of the influence of online customer reviews on purchase intention on Blibli website visitors in Indonesia. This type of research is descriptive explanative, and the method used is a survey method using a simple random sampling technique with a sample size of 400 respondents. Data analysis technique used is path analysis with SPSS 22.0 for Windows computer software. The findings of this study indicate that the description of online customer reviews is in the good category, the description of purchase intention in the good category, the variable online customer reviews that has a high influence on purchase intention is the source credibility dimension, while the dimension that has the lowest influence is the quality of the argument. Based on the results of research purchase intention is influenced by online customer reviews with a strong category and external influences that are not examined also with the medium category. Keywords: Online customer reviews; online reviews; purchase intention Share Link | Plain Format | Corresponding Author (Yusuf Murtadlo Hidayat)

114	Marketing Management	ABS-140
Brand Image toward the Purchase Intention on Family Car L.Lisnawati; D.F. Suhendro; L.A. Wibowo Universitas Pendidikan Indonesia Abstract Car is a very needed transportation and much demand by the community. Competition of business automotive in Indonesia is attractive,. The purpose of this research is how the influence of the brand image on purchase intention. The type of this research are verificative. The method used is cross sectional with a population size of 588 and a sample of 238 respondents. The method used is simple random sampling. The findings in this research show that the brand image is high in category, while the purchase intention is low. Brand image has a positive and significant influence on purchase intention. Keywords: Brand Image, Purchase Intention Share Link | Plain Format | Corresponding Author (Lisnawati Lisnawati)

115	Marketing Management	ABS-142
Analysis of Information Technology User Behavior Model by Creative Economy-Based Entrepreneurs (A Study of Information Technology Application in Creative Industry in Bandung) Ratih Hurriyati Universitas Pendidikan Indonesia Abstract The research is aimed to predict Internet technology acceptance by creative industry entrepreneurs in Bandung, by using Technology Acceptance Model (TAM) developed by adding social and self-efficacy variables. These variables is the antecedent of other TAM behaviors, which are perceived usefulness and perceived ease of use of TAM. The research employs descriptive survey and explanatory survey. The subjects of the research consist of entrepreneurs in four superior creative industry clusters in Bandung, with 290 samples selected by using simple random sampling method. The data is analyzed by using descriptive and quantitative analysis. The descriptive analysis employs frequency distribution and percentage of Likert scale. While the quantitative analysis, which is aimed to test hypothesis, employs Structural Equation Modeling technique. The result shows that respondents perceive Internet is not difficult to use and improves their performance. Respondents highly value their ability in using Internet and think that the social influence on their decision to use Internet is intermediary. Respondents have high level of acceptance in using Internet, show high level of interest to use Internet, and show high level of actual Internet use. The Internet use behavior is much influenced by perceived usefulness and social influence. The interest of using Internet is mostly influenced by social influence an d self-efficacy. Actual Internet use is dominantly influenced by social influence of Internet use. The positive attitude toward Internet use also contributes to actual Internet use through interest variables. Keywords: Technology Acceptance Model (TAM) Share Link | Plain Format | Corresponding Author (Ratih Hurriyati)

116	Marketing Management	ABS-143
Trust In Seller And Trust In Website As A Determiner Of Consumer Buying Interest L.Lisnawati; A.Rahayu; N. Fadilah universitas pendidikan indonesia Abstract The purpose of this study is to obtain empirical evidence about the effect of trust in sellers and trust in the website in shaping repurchase intention. The type of research used is descriptive verification that is by drawing and exposure of the varibale-variables studied and then drawing conclusions. The object of research that is the dependent variable is the repurchase intention, trust in seller and trust in website as independent variables. The population in this study were followers of Fahion e-commerce in Indonesia. Sampling in this study used a simple random sampling method using a purposive sampling technique. Test instrument is done by vadility test and reliability test and the analysis technique used is path analysis. The results show that there is a partial and simultaneous significant effect between trust in sellers and trust in websites on repurchase intention. Keywords: trust in seller, trust in website, repurchase intention Share Link | Plain Format | Corresponding Author (Lisnawati Lisnawati)

117	Marketing Management	ABS-144
The Impact of Facilitating Condition and Perceived of Usefulness on Continuance Intention on E-Money in the utilization Highway Payments B. Widjajanta; L. Lisnawati; K. Ibrahim UNiversitas Pendidikan Indonesia Abstract In this digital era, most of commerce activities move on online transaction which cause an e-money card using. But, the performance on this business is not reach good performance yet. So that, a company must doing some efforts to create continuance intention, one of the most effective solution is facilitating condition and perceived of usefulness. This study aims to obtain (1) an overview of facilitating condition, (2) an overview of perceived of usefulness, and (3) an overview of continuance intention and (4) the influence of facilitating condition and perceived of usefulness on continuance intention. The type of this research are descriptive and verificative. The method used is explanatory survey with sample size is 400 respondents. Data analysis technique using multiple linear regression analysis with program SPSS 22.0 for Windows help. The findings in this research indices that facilitating condition, perceived of usefulnerss and continuance intention level are in good category. Facilitating condition and perceived of usefulness have a positive and significant affect on continuance intention. Keywords: E-Money, Facilitating Condition,Perceived of Usefulness, Continuance Intention Share Link | Plain Format | Corresponding Author (Bambang Widjajanta)

118	Marketing Management	ABS-145
The Effect of Online Customer Reviews on Online Booking Intention in Indonesias Online B2C Travel Agent Industr L.A. Wibowo; L. Lisnawati; A. Pujianti, Universitas Pendidikan Indonesia Abstract The purpose of this research is to find out the influence of online customer review on online booking intention in milenial use online travel agent B2C in Indonesia. A total of 200 respondents were using probability sampling. A questionnaire was used as a research instrument to collect data from respondents. The analisis technique used is a verification technique using of SEM. The research shows that online customer review has an influence on online booking intention Keywords: Online Customer Review, Online Booking Intentention Share Link | Plain Format | Corresponding Author (LILI ADI WIBOWO)

119	Marketing Management	ABS-147
THE EFFECT OF USEFULNESS IN CREATING THE INTEREST OF USING PEER TO PEER LENDING IN ENTREPRENEURIAL STUDENTS B. Widjajanta; A. Surachim; M.Masharyono; L.Lisnawati Universitas Pendidikan Indonesia Abstract 736/5000 This study aims to determine the picture of perceived usefulness in peer to peer landing. The research design was cross sectional using an explanatory approach through the explanatory survey method. The unit of analysis in this study was 176 entrepreneurial students. A questionnaire was used as a research instrument to collect data from respondents. The analysis technique used is an explanative technique using frequency distribution and PLS-SEM. Based on the results of research using PLS-SEM, the results show that the relationship between reperceive usefulness and purchase intention on Islamic peer to peer lending services has a significant effect. Keywords: purchase intention, perceive usefullness Share Link | Plain Format | Corresponding Author (Bambang Widjajanta)

120	Marketing Management	ABS-148
Impulsive Buying Motive Prediction Using Big Data Analytics Ratih Hurriyati; Ana; Thosporn Sangsawang; Lisnawati; S.Sulastri Universitas Pendidikan Indonesia Abstract Impulsive Buying Motive Prediction Using Big Data Analytics Keywords: Impulsive Buying, Big Data Share Link | Plain Format | Corresponding Author (Ratih Hurriyati)

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