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31	Financial Management and Accounting	ABS-143
Investor Sentiment And Market Reaction Before And During The Covid-19 Pandemic On Indonesia Stock Exchange Ernawati-Nugraha-Ikaputera Waspada-Maya Sari Universitas Pendidikan Indonesia Abstract This research was conducted to analyze investor sentiment on market reactions over two different periods. The analysis was conducted before and during the covid-19 pandemic on the Indonesia Stock Exchange. Investor sentiment uses trading volume proxies and consumer confidence indexes while market reactions use The Composite Stock Price Index (IHSG) proxy. Data collection with documentation and using quantitative approach. The results prove that before the covid-19 pandemic investor sentiment had no influence on market reaction. On the contrary, during the covid-19 pandemic investor sentiment influenced the market reaction. Trading volume is a variable that has a positive and significant effect on IHSG, otherwise the consumer confidence index has no effect on IHSG. During the pandemic the share price was at a low point and consumer confidence dropped to pessimistic. At short-selling irrational investors will tend to make transactions, when their pessimistic investors buy falling stocks in the hope of higher returns after the pandemic. Investor sentiment causes a difference in stock price sensitivity patterns. Investor sentiment produced by trading volume is a source of positive risk caused by information that existed during the Covid-19 pandemic. Keywords: Consumer Confidence- Investor Sentiment- Stock Prices- Stock Volume- IHSG Share Link | Plain Format | Corresponding Author (Ernawati Ernawati)

32	Financial Management and Accounting	ABS-160
The Effect of Profitability and Liquidity on Firm Value Ratu Dintha IZFS (*), Eded Tarmedi, Yusuf Murtadlo Hidayat, Ahim Surachim, Christy Debora Faculty of Economic and Business Education Indonesia University of Education Jl. Dr. Setiabudi No.229, Bandung 40154, Indonesia *ratudinthaizfs[at]upi.edu Abstract This study aims to determine and examine the effect of Profitability as measured by Return on Equity (ROE) and Liquidity as measured by Current Ratio (CR) to Firm Value as measured by Price to Book Value (PBV). The research method used in this study is descriptive and verification. The data analysis method used is panel data regression analyst with Eviews Version 10 tool. This research was conducted on Cosmetics and Home Goods Sub-Sector Companies listed on the Indonesia Stock Exchange for the period 2011 to 2018, including 4 companies that met the sample requirements by using purposive sampling from 6 Cosmetics and Home Goods Sub-Sector Companies for the 2011 to 2018 period. The results of this study indicate that profitability has a positive and significant effect on firm value. Furthermore, liquidity has a negative and insignificant effect on firm value. The results of the model suitability test show that simultaneously profitability and liquidity have an effect on firm value. Keywords: profitability- liquidity- firm value Share Link | Plain Format | Corresponding Author (Ratu Dintha Insyani Zukhruf Firdausi Sulaksana)

33	Innovation, IT Management, Operations and Supply Chain Management	ABS-1
Optimization of Trading Goods Inventory Management Through ABC-XYZ Analysis Farid Yudhistira (a*), Rizqiah Insanita (b) a. Faculty of Economy and Business, University of Indonesia, Indonesia *farid.yudhistira[at]ui.ac.id b. Faculty of Economy and Business, University of Indonesia, Indonesia Abstract This research will examine the inventory management at PTFI, a global company with headquarter in London, England. There are three types of goods available at PTFI such as raw material, finished goods and trading goods, where the trading goods contributes to 50% of total goods value. In managing inventory at PTFI, there is no classification of trading goods inventory so that inventory management cannot be carried out optimally and there is an imbalance in the inventory. In addition, the company^s failure to achieve the company^s targets for OTIF, NSMI, trade working capital and inventory days has made the management of trading goods become crucial. In order to optimize the inventory management of trading goods, the method to be used is the integrated ABC-XYZ Analysis. ABC Analysis method is a classification of goods based on the total value involved in a pareto. This method will be integrated with XYZ Analysis whose classification will be determined based on the results of interviews with the parties involved and analysis of the turnover rate and lead time of the goods. The combination of the two will produce a matrix that can be used as guidance in determining future purchasing policies. Results of the ABC-XYZ analysis will be simulated to determine the effect on inventory management at PTFI. Keywords: Inventory Management, ABC Analysis, XYZ Analysis Share Link | Plain Format | Corresponding Author (Farid Yudhistira)

34	Innovation, IT Management, Operations and Supply Chain Management	ABS-23
Operational Performance Small and Medium Enterprises in The Pandemic era Suci Putri Lestari, Arga Sutrisna Universitas Perjuangan Tasikmalaya Abstract Small and medium enterprises in the Bordir Sector in the pandemic era were significantly affected, so SMEs need to improve their performance, so they are not significantly affected. This study aims to examine the effect of implementing SCM on the operational performance SMEs Bordir in Tasikmalaya. This study used a purposive sampling technique and obtained a total sample 45 People . This study used a survey research design and data collection was carried out using a questionnaire. Data analysis was performed using The results of hypothesis testing show The SCM variable has a positive effect on operating performance. Keywords: Oprational Performance, SCM Share Link | Plain Format | Corresponding Author (Suci Putri Lestari)

35	Innovation, IT Management, Operations and Supply Chain Management	ABS-55
Successful Digital Payment Information System Services Using Delon and McLean Models (Case Study : Go-Pay) Ismi Kaniawulan (a), Heny Hendrayani (a), Chairul Furqon (a), Munir (b) (a) Management Study Program, Graduated School, Universitas Pendidikan Indonesia. Jalan Dr Setiabudi No. 229 Bandung 4015 West Java - Indonesia (b) Graduated School, Universitas Pendidikan Indonesia. Jalan Dr Setiabudi No. 229 Bandung 4015 West Java - Indonesia Abstract Online shopping has increased during the pandemic, this has resulted in an increase in online payment transactions. online payment is an option because it is believed to reduce physical contact and reduce the risk of transmission of the coronavirus. Some banking and digital startups offer digital payment applications through mobile banking or mobile wallets. The development of mobile wallets in Indonesia is quite significant with a large number of internet users in Indonesia. Shopee pay, go-pay, Ovo, Dana, Link Aja are several digital payment service providers. People choose digital payment service providers according to their needs and benefits. The Problem of this research is how to analyze the success of digital payment services using the Delon & McLean model with Go-pay as a case study. The aims of this research are to analyze the success of digital payment services using Delone & Mc Lean model with a Go-pay as a case study. Quantitative research methods are carried out using the Amos and SPss applications. The results of the research are an analysis of the success of go-pay digital payments. Keywords: succesful information system service, digital payment, go-pay, Delon & McLean Model Share Link | Plain Format | Corresponding Author (Ismi Kaniawulan)

36	Innovation, IT Management, Operations and Supply Chain Management	ABS-57
SERVICE EXCELLENCE AND UTILIZATION OF INFORMATION TECHNOLOGY ON STACKHOLDER SATISFACTION AND ORGANIZATIONAL PERFORMANCE Deny Hidayatullah (a*), Munir (b), Wawan Setiawan (b), Chairul Furqon (b), Puspo Dewi Dirgantari (b) a) Management Study Program, Graduate School, Universitas Pendidikan Indonesia, Jl. Dr. Setiabudhi No. 229 Bandung 40154 Jawa Barat - Indonesia *deny[at]upi.edu b) Graduate School, Universitas Pendidikan Indonesia, Jl. Dr. Setiabudhi No. 229 Bandung 40154 Jawa Barat - Indonesia Abstract The reason of this think about is to analyze the affect of amazing benefit through the utilize of data innovation on partner fulfillment, which influences organizational execution. In arrange to get information from benefit client respondents, 150 respondents from the National College Scholastic Organization Bureau (BAA) were arbitrarily conducted in conducting this inquire about. Factual Program for Social Sciences (SPSS) was utilized to analyze the information in this think about. Agreeing to the proposed demonstrate, amazing benefit through the utilize of data innovation features a positive and noteworthy effect on partner fulfillment. And partner fulfillment moreover incorporates a positive and critical impact on organizational execution. The noveltist of this think about is that in expansion to amazing benefit, the utilize of innovation moreover contains a positive impact on partner fulfillment and organizational execution. This may be a thought for any data innovation client and organization by utilizing it as much as conceivable to extend competitiveness. Keywords: Service Excellent- Utilization of Information Technology- Stakeholder Satisfaction- Organizational Performance. Share Link | Plain Format | Corresponding Author (Deny Hidayatullah)

37	Innovation, IT Management, Operations and Supply Chain Management	ABS-91
Analysis of Asphalt Refinery Development Case Study: Production Capacity Planning and Location Determination Akhmad Bajora Nasution (1) , RR. Ratih Dyah, Ph.D. (2) (1) Faculty of Economics & Business-University of Indonesia, Jalan Salemba Raya No.4 - Central Jakarta, bajora.nasution[at]gmail.com (2) aculty of Economics & Business-University of Indonesia, Jalan Salemba Raya No.4 - Central Jakarta, ratih.irzan[at]gmail.com Abstract Indonesia as a developing country in the Southeast Asia region is one of the countries with a fairly large asphalt consumption. Domestic demand for asphalt annually is around 1.3-1.4 million MT/year and Pertamina, as the only domestic asphalt producer, is currently only able to fulfill 50% of the market share (Pertamina Annual Report, 2020). From the 50% market share, about 300 thousand MT is produced from the Refinery Unit (RU) IV production located in Cilacap, while the remaining around 300 thousand is obtained through an import scheme. In order to meet domestic demand which still has a potential of 600-700 thousand MT/year while increasing market share to 80-85%, the company plans to build an asphalt refinery. For this reason, it is necessary to analyze the capacity planning of the Asphalt refinery using the Winter^s Exponential Smoothing forecasting method and determining the location of the Asphalt refinery using the Fuzzy Analytical Hierarchy Process (AHP) method. Based on the calculation of capacity planning, to obtain a market share of at least 85% until 2030, the company must build an asphalt refinery with a production capacity of about ± 2 million MT/year. As for the development location, the alternative locations were sorted from the most suitable, namely the East Java/Tuban area at 53%, followed by the Banten/Cilegon area at 31%, the Riau/Dumai area at 10%, and the Riau Islands/Batam region by 6%. Keywords: Asphalt Refinery, Fuzzy AHP, Winter^s Exponential Smoothing, Pertamina Share Link | Plain Format | Corresponding Author (Akhmad Bajora Nasution)

38	Innovation, IT Management, Operations and Supply Chain Management	ABS-115
Analysis and Design of E-CRM Information Systems at PT Nusantara Surya Sakti to Maintain Consumer Loyalty Arie Gunawan (a*), Munir (b), Wawan Setiawan (b), Chairul Furqon (b), Puspo Dewi Dirgantari (b) a) Post Graduate School, Universitas Pendidikan Indonesia Jl. Dr. Setiabudhi No. 229 Bandung 40154 Jawa Barat - Indonesia Fakultas Teknologi Komunikasi dan Informatika, Universitas Nasional Jl. Sawo Manila No.61, RT.14/RW.7 Pasar Minggu Jakarta Selatan, 12520 - Indonesia *arie.gunawan[at]upi.edu b) Post Graduate School, Universitas Pendidikan Indonesia Jl. Dr. Setiabudhi No. 229 Bandung 40154 Jawa Barat - Indonesia Abstract As companies grow, the understanding of the importance of consumer data and the opportunities for its use is becoming more diverse. The marketing strategy in doing marketing also developed, which initially still used conventional methods to attract and retain consumers, turned into a systemized using E-CRM information system. This study aims to provide solutions to the problems faced by the company in order to maintain the relationship between PT Nusantara Surya Sakti and consumers. It is hoped that through the E-CRM information system, the relationship between consumers and companies will not end after the product purchase transaction is completed, thereby creating greater profits for the company. Keywords: systems, information, consumers, marketing Share Link | Plain Format | Corresponding Author (Arie Gunawan)

39	Innovation, IT Management, Operations and Supply Chain Management	ABS-138
RECRUITMENT APPLICATION REVAMP USING AGILE DEVELOPMENT METHODOLOGY Damon Prasetyo Arso, Wawan Dhewanto School of Business and Management Institut Teknologi Bandung Abstract The increasing project that is handled by a company leads to increasing need of human resources. Maxtekno is a project-based IT service company that handles more than 100 projects. Though already have a recruitment platform, the process is still too complex and requires too much manual process. This research examines how scrum methodology, which is one of agile development methodology, is being used in the revamp of recruitment platform in Maxtekno. Low-code platform is used in this development. The result of this development is a prototype that can be evaluated and continued to be iterated in the future. Using this methodology enables the development team to propose the requirement and user stories well and enable the user to give feedback after each release. Keywords: Agile methodology- Low-code- Recruitment platform- Scrum Share Link | Plain Format | Corresponding Author (Damon Prasetyo Arso)

40	Innovation, IT Management, Operations and Supply Chain Management	ABS-140
Digital Marketing Impact on Consumer Decision-Making Process Nizar Alam Hamdani- Galih Abdul Fatah Maulani- Rio Muladi Universitas Garut Abstract This study discusses digital marketing impact on consumer decision-making in Aerostreet^s shoe brand. This study was a causal research design and involved 58 respondents. The data analysis technique used was simple regression with the SPSS 25. The results of the study indicated that digital marketing significantly influenced consumer decision-making in Aerostreet^s shoe brand. This implied that consumers tended to make purchases when companies utilized the technology in their promotions and sales. This study is beneficial to the development of the applied theory which claims that consumer purchasing decisions in the apparel industry especially in shoes are influenced by digital promotion and sales processes. The results showed that the magnitude of the effect was 56.0%. This research also gives practical benefits for business actors to improve marketing performance by trying to adapt to technology as promotion or sales strategies. Keywords: Digital Marketing- Purchase Intention- Technology- E-Commerce Share Link | Plain Format | Corresponding Author (Nizar Alam Hamdani)

41	Innovation, IT Management, Operations and Supply Chain Management	ABS-144
Does Creativity determine Business Success? Nizar Alam Hamdani- Anggun Oktavia Herlianti- Miswan Roges Naibaho Universitas Garut Abstract This study discusses how creativity can lead to business success. The researcher used a quantitative research design and 58 respondents were selected to take part in this study. The data was statistically analyzed with multiple regression using SPSS application. Creativity can determine the success of a business. This implies that the successful of marketplaces can be gained only if they can make creativity in business. This study has benefits in the development of applied theory which confirms that creativity can determine the success of a marketplace business. For further research it is expected to examine the dependent variable which was not examined in this study. This practical benefit of this study is that business actors need to carefully plan the business creativity for the business continuity. This research model is based on previous research. The novelty of this study is that creativity could influence the business success. Keywords: Creativity- Business Success- Marketplace- Share Link | Plain Format | Corresponding Author (Nizar Alam Hamdani)

42	Marketing Management	ABS-2
The Effect of Endorser Credibility and Advertising Creativity on Attitude Toward Brand Through Advertising Efectiveness Sucia Fajriati Sabah (a*), Ratih Hurriyati (b), Hilda Monoarfa (b) a) Department of Management Management Postgraduate Program Postgraduate School of Universitas Pendidikan Indonesia Bandung, Indonesia *suciafs[at]upi.edu b)Management Postgraduate Program Postgraduate School of Universitas Pendidikan Indonesia Bandung, Indonesia Abstract Advertising is all forms of non-personal messages about a product or company that are conveyed through the media and shown to the public. Like the Gojek company, PT. Karya Anak Bangsa application that uses advertisements as a promotional medium. Gojek no longer carries out advertisements as detailed promotional media such as the use of applications and what is offered by Gojek, but in this advertisement wants to entertain audience with their creativity also get Attitude towards brand from consumers. Therefore, this study aims to determine and analyze factors that influencing the advertisement advertising effectiveness to create an attitude towards the brand. This research uses quantitative methods with an causality type. The result of this research shows that the attitude towards the brand can be increased through an advertisement effectiveness where the factors are influenced by the advertisement creativity and endorser^s credibility. Keywords: Ad Effectiveness- Attitude towards Brand- Endorser Credibility- Ad Creativity- Gojek Share Link | Plain Format | Corresponding Author (Sucia Fajriati Sabah)

43	Marketing Management	ABS-3
The Effect Of Electronic Word Of Mouth On E-Purchase Decision At Market Place Citra Savitri (a), Ratih Hurriyati (b), Lili Adi Wibowo (c), Heny Hendrayati(d) (a) School of Post Graduate, Universitas Pendidikan Indonesia Jl. Dr. Setiabudhi No.229, Bandung 40154, Indonesia (b)School of Post Graduate, Universitas Pendidikan Indonesia Jl. Dr. Setiabudhi No.229, Bandung 40154, Indonesia (c)School of Post Graduate, Universitas Pendidikan Indonesia Jl. Dr. Setiabudhi No.229, Bandung 40154, Indonesia (d) School of Post Graduate, Universitas Pendidikan Indonesia Jl. Dr. Setiabudhi No.229, Bandung 40154, Indonesia Abstract The high level of internet usage is an opportunity for companies to improve their performance. This research discusses about the influence of eWom Information Quality, eWom Information Credibility, eWom Information Usefulness on e-Purchase decisions with 390 respondents with respondents being women who use market place applications in Indonesia and use SEM Amos data analysis techniques to test hypothesis. The results of the study prove that all variables are influential and significant. Recommendations and implications are described in this study so that they can be developed in future research Keywords: eWom, e-Purchase Decision, Marketplace Share Link | Plain Format | Corresponding Author (citra savitri)

44	Marketing Management	ABS-4
The Influence of Tourists Involvement on Behavioral Intention through Tourist Perceive Value on Spa Tourists in West Java Angga Dewi Anggraeni (a*), Ratih Hurriyati (b), Vanessa Gaffar (c), Lili Adi Wibowo (d) Universitas Pendidikan Indonesia, Bandung Indonesia Abstract In the tourism industry, healing is the main tool in the transformative economic era because of the change from the nature of desire to become a basic need. In tourism, Spa is one of the attractions that tourists are interested in, especially for healing and spiritual pleasure. The purpose of this study was to determine the effect of tourist involvement on behavioral intention through tourist perceived value in visiting the Spa Health Service during the Covid-19 pandemic in West Java. This study uses variable tourist involvement, tourist perceived value and behavioral intention. The data processing method uses SPSS and the Structure Equation Model (SEM) method. The results of this study indicate that tourist perceived value is able to be a mediating variable between tourist involvement and behavioral intention. Keywords: Tourist Involvement, Tourist Perceive Value, Behavioral Intention, Spa, Health Tourism Share Link | Plain Format | Corresponding Author (Angga Dewi Anggraeni)

45	Marketing Management	ABS-5
Analysis of Brand Loyalty Level at a T.O Benhil Rice Store in Tasikmalaya Widi Prayoga*, Ratih Hurriyati, Hilda Monoarfa, Heny Hendrayati Universitas Pendidikan Indonesia henyhendrayati[at]upi.edu Abstract This study aims to measure the level of brand loyalty at a Benhil oncom rice shop in Kota Tasikmalaya. The level of brand loyalty is measured based on five indicators, namely (1) Switcher Buyer, (2) Habitual Buyer, (3) Satisfied Buyer, (4) Liking of The Brand Buyer, and (5) Committed Buyer. This study used a descriptive research design. The subjects of this study were the consumers of Nasi T.O Benhil. While the object of this research is the level of brand loyalty to Nasi T.O Benhil. Sampling was done using purposive sampling technique. The data was collected using a questionnaire instrument, then analyzed with a descriptive approach. The results of this study indicate that the level of brand loyalty at the Nasi T.O Benhil shop based on the five indicators is (1) Switcher Buyer of 66.25% with high criteria- (2) Habitual Buyer is 70% with high criteria- (3) Satisfied Buyer at 84.5% with very high criteria- (4) Liking of The Brand Buyer is 83.25% with high criteria- and (5) Committed Buyer of 84.5% with high criteria. Based on these data, the level of Nasi T.O Benhil brand loyalty in Tasikmalaya City was 77.7% with high criteria. Keywords: Brand Loyalty- Switcher Buyer- Habitual Buyer, Satisfied Buyer- Liking of The Brand Buyer- and Committed Buyer. Share Link | Plain Format | Corresponding Author (Widi Prayoga)

46	Marketing Management	ABS-6
Impact of Digital Marketing on Customers Purchase Decision Bella Nisa Rachmawati, Ratih Hurriyati, Hilda Monoarfa Universitas Pendidikan Indonesia Abstract Digital marketing is one of elements used as a tool for company marketing their products toward customers through online media to make a purchase. This research aims to examines the impact of digital marketing on customers purchase decision. This research methods is quantitative verificative descriptive. As for the sampling used is non-probability sampling with simple random sampling type. The study was conducted by administering a questionnaire to a sample of 50 respondents of Shopee customers. The results of the survey are analyzed using simple regression analysis. Findings indicate that the digital marketing has a significant positive impact on customers purchase decision where the contribution of 65.8% the rest of 34.2% is the influence of other factors. As the world moving towards digital era, the digital channels plays vital role in increase of sales of any firm^s products. So the present study made an attempt to reveal the impact of digital marketing on customers purchase decision. Keywords: digital marketing, purchase decision, social media marketing, e commerce Share Link | Plain Format | Corresponding Author (Bella Nisa Rachmawati)

47	Marketing Management	ABS-7
EFFECT OF SERVICE QUALITY AND WEBSITE QUALITY ON BUYING INTEREST (Case Study on Indomaret Consumers) Mega Nur Khoerussyahidah Universitas Pendidikan Indonesia Abstract This study aims to test empirically the effect of service quality and website quality on purchase intention of Indomaret consumers. This analysis uses independent variables of service quality and website quality. The dependent variable is buying interest. The sample of this research is Indomaret consumers. Samples were conducted by purposive sampling method. The data was collected by means of a questionnaire distributed directly to Indomaret consumers who are followers of Klikindomaret Instagram as many as 40 questionnaires. The statistical method uses multiple linear regression analysis, by testing the hypothesis test statistical t. The results of this study indicate that the quality of service and quality of the website have an effect on the buying interest of Indomaret consumers. Keywords: service quality- website quality- buying interest. Share Link | Plain Format | Corresponding Author (Mega Nur Khoerussyahidah)

48	Marketing Management	ABS-8
Impact Privat Label Brand Dimension toward Purchase Decision (Survey on Consumers Indomaret Plus Lembang) Firliandini, Ratih Hurriyati, Hilda Monoarfa Universitas Pendidikan Indonesia (UPI) Abstract This research is motivated by the low level of public purchasing decisions by looking at the Retail Sales Growth data in 2021 from CEIC. This study aims to determine the effect of private label brands with five dimensions, product quality, selling price, presentation, promotion and package on purchasing decisions for private label products. The research method used is an explanatory survey with a quantitative approach and using a questionnaire as a data collection tool. The population on this study is Indomaret Lembang consumers in April, the sample was taken using purposive sampling technique as many as 71 respondents. The results showed Private Label Brand has a positive and significant effect on purchasing decisions. Selling price dimension is the highest contribution and package dimension is the lowest contribution in private label purchasing decisions. Keywords: privat label- product quality- selling price- presentation- promotion- package- purchase decision Share Link | Plain Format | Corresponding Author (Firliandini )

49	Marketing Management	ABS-10
Effect Of Event Marketing On Brand Image Asha Insan Pratama , Ratih Hurriyati, Hilda Monoarfa Department Of Management School Of Postgraduate Indonesia University Of Education Jalan Dr Setiabudhi No 229 Kota Bandung - Prov. Jawa Barat - Indonesia 40154 Abstract The purpose of this research is to examine the effect of event marketing on brand image with pocari sweat run Indonesia event as the object. This research uses a survey research method. The population in this research were 50 participants of the Pocari Run Indonesia Event. This research data collection technique using a questionnaire technique. Research data analysis techniques using descriptive analysis. The result showed that the event marketing has an effect on brand image. The variables used for measuring the event marketing include involment, interaction, intensity, innovation, integrity, and individuality. The results of this study indicate that one of the factors that make event marketing affect the brand image is the suitability between the theme of the event and the products offered. Keywords: Event Marketing, Brand Image,Pocari Sweat, Marketing, Isotonic Share Link | Plain Format | Corresponding Author (Asha Insan Pratama)

50	Marketing Management	ABS-11
ANALYSIS OF BROADCAST SMS PROMOTION ON CFC CONSUMER PURCHASE DECISIONS (Case Study at CFC Mall Asia Plaza Sumedang) Ita Nuraeni, Ratih Hurriyati & Hilda Monoarfa Universitas Pendidikan Indonesia Abstract This research is aims to determine the effect of the SMS broadcast on CFC consumer purchase decisions. The technique used is accidental sampling with data collecting techniques using questionnaires distributed to 70 respondents via a google form. The data analysis used was the f-test analysis, t-test, and simple linear regression analysis. The population in this study were CFC consumers in march, the sample was taken using accidental sampling as many as 70 respondents. The data analysis technique used simple linear regression and was assisted by the IMB SPSS statistics programs. The results showed that the SMS Broadcast has a positive and significant effect on purchasing decisions and the rest is influendced by other factors that are not explained in this research. Keywords: Purchase Decision- Sales promotion- trade promotion- sms broadcast. Share Link | Plain Format | Corresponding Author (Ita Nuraeni Nuraeni)

51	Marketing Management	ABS-12
EFFECT OF ONLINE MARKETING ON PURCHASE DECISION (Study on Sate Cumi Rempah Pedas Cihanjuang) Alvin Rafi Alfarissy, Ratih Hurriyati, Hilda Monoarfa Department of Management Postgraduate School of Universitas Pendidikan Indonesia Bandung, Indonesia Abstract This research is motivated by the development of technology to support sales. This study aims to determine the effect of online marketing with four indicators, namely information, service quality on web, cost, and promotion on purchasing decisions. The research method used is an explanatory survey with a quantitative approach and uses a questionnaire as a data collection tool. The population in this study were consumers of Sate Cumi Rempah Pedas Cihanjuang in March 2021, the sample was taken using accidental sampling technique as many as 32 respondents. The results showed that online marketing had a positive and significant effect on purchasing decisions. Promotion indicator is the highest contribution and the information indicator is the lowest contribution in online marketing purchasing decisions. Keywords: Online Marketing- Information- Service Quality On Web- Cost- Promotion- Purchase Decision Share Link | Plain Format | Corresponding Author (Alvin Rafi Alfarissy)

52	Marketing Management	ABS-13
IMPACT OF MANAGING DIGITAL MARKETING COMMUNICATIONS ON PURCHASES INTEREST (SUBSCRIPTION) (Survey of followers of Zenius Education social media accounts) M. Diky Rifaldi, Ratih Hurriyati, Hilda Monoarfa. Department of Management Postgraduate School of Universitas Pendidikan Indonesia Bandung, Indonesia Abstract This research is motivated by technological developments, one of which is the increase in social media users in the pandemic era to support sales by communicating with their followers (potential buyers). This study aims to determine the effect of digital marketing communication with five indicators, namely Online Communities, Interaction, Sharing of Content, Accessibility, and Credibility on consumer subscription interest with four indicators, namely Exploratory Interest, Referential Interest, Preferential Interest, and Transactional Interest. The research design used a causality design with the research method used was descriptive and verification research. The population in this study were followers of Zenius Education^s social media accounts during January and February 2021, the sample was taken using accidental sampling technique as many as 100 respondents. The results showed that digital marketing communications had a positive and significant effect on purchase intention (subscription). Keywords: e-learning, marketing, digital marketing communication, Purchases interest (subscription). Share Link | Plain Format | Corresponding Author (M. Diky Rifaldi)

53	Marketing Management	ABS-14
Influence of Social Media on Brand Awareness E-Commerce Shopee Fitriatu Lamah (a*), Ratih Hurriyati (b), Hilda Monoarfa (b) Department of Management Management Postgraduate Program Postgraduate School of Universitas Pendidikan Indonesia Bandung, Indonesia *fitriatulamah[at]upi.edu Abstract The transformation from traditional shopping to online shopping has led to more e-commerce. E-commerce entrepreneurs are challenged to maintain their brand. Brand awareness is a way for consumers remember our company^s brand among the many brands that consumers know. In Indonesia, social media users account for 61.8% of the total population. Shopee is the e-commerce with most visitors, shopee builds a brand using social media. This study aims to determine the influence of social media on the brand awareness e-commerce shopee . The population used is consumers, followers, and / or people who actively comment on shopee^s social media. The research instrument was a questionnaire distributed to 91 samples which were determined using non-probability sampling with a convenience sampling approach. The results of hypothesis testing known that social media has a positive effect on brand awareness e-commerce shopee. The author found, through social media, consumers can get information that increases consumer brand awareness of shopees, although shopee is not the only e-commerce that consumers choose when they need a product. Keywords: e-commerce, brand awareness- social media- shopee Share Link | Plain Format | Corresponding Author (Fitriatu Lamah)

54	Marketing Management	ABS-15
Mutual Business Relationship Development Efforts- A case study of Pasar Sehat Genteng and the Garut branch of Bank bjb Rahmi Asih Lestari, Ratih Hurriyati & Hilda Monoarfa Rahmi Asih Lestari, Ratih Hurriyati & Hilda Monoarfa Department of Management Postgraduate School of Universitas Pendidikan Indonesia Bandung, Indonesia rahmiasihlestari[at]upi.edu ratih[at]upi.edu hildaborman[at]upi.edu Abstract Technological developments require the actors of business to collaborate on technology in their efforts to maintain business competition. Lack of knowledge about banking transactions of business actors in traditional markets and not understanding the benefits of digital platform-based financial causes some traders to still use the services of loan sharks in obtaining loans (capital). This research uses a qualitative approach with descriptive methods to analyze the efforts of mutual business relationships at Pasar Sehat Genteng with bank bjb in providing banking digital literacy assistance. Pasar Sehat Genteng collaborates with bank bjb Garut branch to provide banking and digital financial transaction platform facilities as a new model option in traditional markets in facing the digital era, and also as a means of direct banking financial literacy education for both traders and the public in implementing financial technology in Traditional markets such as paying levies through the bjb digi application and QRIS, as well as transacting with buyers. So that the possible risk of spreading counterfeit money and the covid-19 virus that occurs can be minimized in transactions at traditional markets. Keywords: Business-to-Business (B2B)- Mutual business relationship- financial technology- traditional market. Share Link | Plain Format | Corresponding Author (Rahmi Asih Lestari)

55	Marketing Management	ABS-16
Analysis of Digital Marketing Process: New Media on Product Purchase Decisions by.U through AIDA Hierarchy Of Effect (Attention, Intention, Desire, and Action) in the Digital Telecommunication Market Marissa Puspa Dewi, Ratih Hurriyati, Hilda Monoarfa Postgraduate School of Universitas Pendidikan Indonesia Abstract Marketing activities that shift from the real world to the virtual world are the impetus of the fast development of the internet and consumer behavior which is increasingly based on sophisticated devices. The purpose of this research is to find out how the digital marketing process: new media analysis on purchasing decisions by.U Telkomsel is reviewed using the AIDA hierarchy of effect theory (Attention, Intention, Desire, Action). This type of research is descriptive verification. The results obtained from this study are that the digital marketing process: new media carried out by by.U Telkomsel for promotion in order to influence consumer decisions to buy is less effective as evidenced by the calculation results through the AIDA model of 0.1%. When viewed from the measurement of each AIDA dimension, it shows that each dimension has less effectiveness. Keywords: Digital Marketing, New Media, Hierarchy of Effect AIDA Share Link | Plain Format | Corresponding Author (Marissa Dewi)

56	Marketing Management	ABS-17
Digital Payment Adoption in Indonesia Ali Mohamad Rezza- Suci Fika Widyana- Achmad Andriyanto Politeknik Pos Indonesia Abstract Two years of pandemic makes e-wallet a source of payment becoming a trend, but there is still some doubtless of using this kind of method for some customers. This study identifies and examines the factors that predict behavioral intention and adoption of e-wallet in Indonesia. Hedonic motivation, habit, self-efficacy, and trust were used in the research model to predict customer adoption of e-wallet. Data were collected using the survey of 217 customers in Indonesia. Structural equation modeling (SEM) using Partial Least Square was used to analyze the structural model. The result shows that habit has a significant influence on the adoption of e-wallet technology. Trust and habit have a significant effect on behavioral intention, but the exciting fact is that behavioral intention does not significantly affect the adoption of e-wallet use. Keywords: Digital Payment- e-Wallet- Adoption Share Link | Plain Format | Corresponding Author (Ali Mohamad Rezza)

57	Marketing Management	ABS-18
Can Price Perception Beat the Product Information Quality Impact on Customers Purchase Decision? (A Study on B2C Online Marketplace Costumers) Asep Bayu Ekawijaya(a), Ratih Hurryati(a), Hilda Monoarfa(a) a) Management Study Program Indonesia University of Education Bandung, Indonesia *a.bayu[at]upi.edu Abstract Information quality is considered to be one of the most important factors in online shopping. Online shoppers cannot access the products pysically to feel, touch and smell so information provided by the seller will be the only one to rely on. Meanwhile, price always becomes the primary consideration for most customers. Price is considered to indicate the quality and the value of products. This study aims to examine whether price perception customers have after they search the information online will decrease the importance of information quality in deciding to purchase. The sampling technique is non probability sampling technique, namely purposive sampling. We gathered data using online questionnaire to filled out by 53 respondents who considered as e-commerce shoppers. From the result of multiple regression analysis, it is found that price perception indeed decreasing the impact of information quality toward purchase decision. The closer the price to customers^ perception the lower their attention to information quality. Keywords: price perception- information quality- purchase decision Share Link | Plain Format | Corresponding Author (Asep Bayu Ekawijaya)

58	Marketing Management	ABS-22
BUILDING COMPETITIVE POSITIONAL ADVANTAGES IN THE HOTEL INDUSTRY IN TASIKMALAYA Depy Muhamad Pauzy.(a), H. Agus Rahayu.(b), Vanessa Gaffar.(c) (a). Postgraduate Management Science Doctoral Program, Universitas Pendidikan Indonesia., Jl. Dr. Setiabudhi No.229, Kec. Sukasari, Kota Bandung, Jawa Barat 40154, Indonesia. (b),(c). Universitas Pendidikan Indonesia., Jl. Dr. Setiabudhi No.229, Kec. Sukasari, Kota Bandung, Jawa Barat 40154, Indonesia. Abstract The impact of globalization has caused the service industry, which consists of various industries, such as the telecommunications, transportation, banking and hotel industries to develop rapidly. One of them that is growing rapidly is the hotel industry, where this industry is engaged in the service sector that combines products and services. The purpose of this study is about Relationship Marketing which is oriented to the creation of long-term harmonious relationships with all stakeholders. This study will integrate the variables of relational exchange behavior, outcomes from relationship marketing (relationship outcomes) with strategic marketing outcomes resulting from relationship marketing activities, namely: trust, cooperation, relationship closeness, cooperation synergy, and competitive positional advantage. The effect of this synergy of cooperation is the most dominant influence on competitive positional advantage, because of its direct effect compared to other independent variables. Thus the variable synergy of cooperation is the main priority in increasing competitive positional advantage, in the sense that in the synergy of cooperation between hotel business partners by paying attention to market access, efficiency related to cost savings, then related to increased turnover and profitability. Keywords: competitive positional advantage, hotel industries, path analysis model Share Link | Plain Format | Corresponding Author (Depy Muhamad Pauzy)

59	Marketing Management	ABS-24
The Effect of Sales Force on Purchasing Decisions (Case Study of Sales Force at Auto2000 Jatiwangi Majalengka Branch) Andri Priatna*, Ratih Hurriyati, Hilda Monoarfa Universitas Pendidikan Indonesia Abstract Abstract - The development of the automotive industry is growing very rapidly, thus increasing sales competition among its competitors. Companies need to know personal selling factors that can influence consumers in purchasing decisions for four-wheeled vehicles. This research is a descriptive study using a quantitative approach. The population used in this study were visitors to the Toyota Auto2000 Jatiwangi Majalengka exhibition which was held at the Grand Yogya Majalengka shopping center, while the samples were taken randomly as many as 40 people. Data collection in this study was carried out by distributing questionnaires. The data analysis technique used is simple linear regression analysis. The results in this study indicate that the personal selling variable has a significant simultaneous and partial effect on purchasing decisions for Toyota vehicles. Keywords: Keywords: Personal Selling, Purchase Decision, Toyota, Auto2000 Share Link | Plain Format | Corresponding Author (Andri Priatna)

60	Marketing Management	ABS-26
The Antecedents of Customers Intention Towards Over The Top (OTT) Video Streaming Based Services: The Stimulus-Organism-Response Model Approach Nityaningrum Duatibumi, Hapsari Setyowardhani University of Indonesia Abstract This study aims to analyze the effects of the selection attributes of subscription services on purchase and continuous use intentions, using the perceived value of video streaming-based Over the Top (OTT) subscription service users as a medium. The study applies The Stimulus-Organism-Response (SOR) which is commonly used to evaluate stimuli that affect an individual / organism to give a response towards the environment. A survey was conducted to 343 OTT video streaming-based service users in Indonesia with external and internal stimulus as selection attributes. The external stimulus included content superiority, system quality, and service differentiation while internal stimulus was represented by hedonic and innovative attitude. Based on the analysis, content superiority, hedonic and innovative attitude were found to have a positive effect on perceived value, which in turn positively affected purchase intentions. However, only internal stimulus of consumers: Hedonic and Innovative that has positively affect the continuous use intentions using perceived value as a medium. In conclusion, the factors that influenced the users of video streaming-based OTT service behaviors are: the valuable content, hedonic driven and innovative attitude. Keywords: Stimulus-Organism-Response (SOR) Model- Over The Top (OTT) Service- subscription service- video streaming Share Link | Plain Format | Corresponding Author (Nityaningrum Duatibumi)

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