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61	Marketing Management	ABS-28
The Impact Of Technology Application On Service Marketing--Taking Tik Tok As An Example Li Zhixin, Vanessa Gaffar, Ratih Hurriyati, Puspo Dewi Dirgantari, Heny Hendrayati Faculty of Economics and Business Education，Universitas Pendidikan Indonesia(UPI) Jl. Dr. Setiabudhi No.229, Cidadap, Isola, Sukasari, Isola, Kec. Sukasari, Kota Bandung, Jawa Barat 40154 Abstract This paper aims to study the impact of the application of IT technology on service marketing by taking Tik Tok as an example. It mainly studies the technologies used by Tik Tok in platform operations and how these technologies affect marketing services. This article mainly adopts qualitative research methods, taking Tik Tok as the research object, and uses qualitative research to explain the technical application and influence of Tik Tok in the service marketing process. In addition to the qualitative research method, this article also uses the literature research method, case research, and participatory observation method. Through research, the application of IT technology enables users to have a good experience, enhances the user^s sense of participation, and thus improves word of mouth. The application of IT technology has dramatically promoted service marketing. Keywords: Service Marketing- IT technology- Tik Tok Share Link | Plain Format | Corresponding Author (Zhixin Li)

62	Marketing Management	ABS-36
The influence of situational factor on travel intention and intention to use self-service technology: developing an extended model of goal-directed behavior Tiophani Naomi(a*), Gita Gayatri Ph.D (b) Faculty of Economics & Business, University of Indonesia Abstract Although tourism and travel are the world^s worst-affected industries due to the COVID-19 pandemic, they are expected to lead the economic recovery. As a result, Indonesia has high hopes because as an archipelago country with a large population, it is expected to revive the country^s economy through the domestic tourism industry. This study develops an extended model of goal-directed behavior to explain the future travel intention during the pandemic domestically comprehensively. Specifically, the extended model incorporates the critical constructs of situational dependent factors (i.e., perception of COVID-19, and willingness to adopt the Non-Pharmaceutical Intervention) into the original model of goal-directed behavior (MGB). Furthermore, the critical constructs known as situational-dependent factors to measure the intention to use self-service technology in the airport. In practical terms, this study aligns with the COVID-19 issue further with findings and its implications, offering valuable advice to the airport operator to increase travelers^ confidence in domestic travel during the pandemic. Keywords: COVID-19, Model of Goal-Directed Behavior (MGB), Non-Pharmaceutical Interventions, Travel intention, Self-Service Technology Share Link | Plain Format | Corresponding Author (Tiophani Naomi)

63	Marketing Management	ABS-37
Customer Participation in Airline Services Process: Self Service Technology Check-in Arya Maulana Wicaksana (a*), Tengku Ezni Balqiah (b) a) Faculty of Economics & Business University of Indonesia, Jakarta, 10430, Indonesia *arya.maulana91[at]ui.ac.id Abstract In the fierce competition in the airline industry, customer satisfaction and loyalty are crucial to ensuring the survival and profits of every airline company. Technology utilization is one of the keys to improving consistency in service delivery. This study aims to better understand the usage of Self- Service Technology (SST) and its impact on Customer Satisfaction and its relationship with Customer Loyalty, Behavioral Intention, and Word of Mouth. This research uses the quantitative method with a non-probability sampling method for collecting data from respondents using a self-administered questionnaire designed on seven dimensions of Self- Service Technology Service Quality (SSTQUAL). To testing the proposed structural model, structural equation modeling (PLS-SEM) will be used. This study reveals the relationship between SSTs service quality, loyalty, Behavioral Intentions, and word of mouth directly and indirectly via customer satisfaction. These results provide insights for the airline service sector in Indonesia to invest in Self-Service Technology to enhance the consumer experience, satisfaction, loyalty, and Intentions. Keywords: Self-Service Technology, Service Quality, SSTQUAL, airline industry, customer satisfaction, customer loyalty, Behavioural Intention, Word of Mouth, Share Link | Plain Format | Corresponding Author (Arya Maulana Wicaksana)

64	Marketing Management	ABS-41
Immediate Behavioral Responses Analysis of E-Commerce Application: A Perspective of The Stimulus-Organism-Response Model Herunata Joseph Universitas Indonesia Abstract The increasing numbers of internet users, the rapid technology development, and the strict restriction in activities due to pandemic situations have caused the increase of online shopping trends. Past study has shown that 64% respondents in Indonesia prefer to do online shopping rather than in-store shopping during the pandemic. To date, only few researchers have studied the immediate behavioral responses analysis of e-commerce applications. The study integrates the S-O-R model, impulsivity traits, and other external variables to establish the research model and hypotheses. Data samples were collected from a questionnaire that has been distributed to more than 300 respondents based in Indonesia who have used e-commerce applications. The study results show that the personality factors of an impulsive buying tendency, normative evaluation, and positive affect are key determinants of impulse buying, while the mobile apps architecture and marketing stimulus are important precursors. The study results are useful to both researchers and e-commerce merchants to get insight regarding impulse buying and information pass-along behavior in an e-commerce application. Keywords: Impulsive Buying Behaviors, e-Word of Mouth, e-Commerce, Stimulus Organism Response Model Share Link | Plain Format | Corresponding Author (Herunata Joseph)

65	Marketing Management	ABS-42
Electronic Word Of Mouth Analysis of Brand Attachment on UMKM Products Faishal Aulia Zahran1, Ratih Hurriyati2, Heny Hendrayati3 Manajemen, Sekolah Pascasarjana, Universitas Pendidikan Indonesia, Bandung Abstract This study aims to determine the effect of electronic word of mouth (eWOM) on brand attachment on MSME products. The technique used in this research is non probability sampling with purposive sampling method. The data collection technique in this study used a questionnaire which was distributed to 197 respondents via google form. The data analysis used was the f test analysis, t test and simple linear regression analysis. Based on the results of the t test, it can be seen that the amount of t count on the variable electronic word of mouth is 5,491 with a significance level of 0,000 and t table = 1,972 with the probability of t is sig <0.05 on the brand attachment variable. Meanwhile, based on the results of the f test, the calculated F value is 30,152 with a significance level of 0,000 and F table = 3.89. The probability of 30,152 is greater than 0.05 and the value of F count> F table by showing that eWOM has a positive and significant effect on the brand attachment variable. The Adjusted R Square value obtained is 0.134 or 13.4% can be explained by eWOM and the rest is influenced by other factors that are not explained in this study.Abstract english version, written using Time New Roman-11, italic. Abstract contains research aim/purpose, method, and reseach results- written in 1 paragraph, single space among rows, using past tense sentences. Keywords: : Electronic Word Of Mouth (eWOM- Brand Attachment- Social Media) Share Link | Plain Format | Corresponding Author (Faishal Aulia Zahran)

66	Marketing Management	ABS-44
The role of information communication and technology (ICT) in support E-marketing strategy to improve marketing performance Culinary SMEs indri ferdiani suarna-Ratih Huriyyati-Heni Hendrayati Universitas Pendidikan Indonesia Abstract Amid the trend of the digital economy and the new normal era, SMEs actors need to be able to adapt to keep their business going amid a pandemic. One of these things can be achieved by moving offline sales to online. A fast communication system with customers will make it easier for customers to meet the needs they need. In increasing the productivity and efficiency of SMEs through the use of information and communication technology, it is hoped that synergies will be generated in the development of the e-marketing strategy. The aim of this study is to find out how big the role of information and communication technology is for the e-marketing strategy in improving the marketing performance of culinary SMEs. The method used is Structural Equation Modeling (SEM) with Partial Least Square Approach using the Smart PLS 3.0 program. The results of this study show that information and communication technology has a positive and significant influence on the e-marketing strategy (H1), while information and communication technology has a positive and significant influence on marketing performance (H2) e-marketing strategy has a positive and significant influence on marketing performance (H3). It is known from the results of the study that the impact of the increasing number of SMEs, which advances and developments in communication and information technology use in the e-marketing strategy, will increase the profitability of SMEs Keywords: culinary SMEs, information and communication technology, e-marketing strategy, marketing performance Share Link | Plain Format | Corresponding Author (indri ferdiani Suarna)

67	Marketing Management	ABS-46
The Effect of Electronic Customer Relationship Management (E-CRM) to Customer Statisfaction (Study case of Mobile Application Mytelkomsel) Dhelvianti Azni Savira, Ratih Hurriyati, Heny Hendrayati Manajemen, Sekolah Pascasarjan, Universitas Pendidikan Indonesia. Abstract The development of technology in this digital era cannot be avoided in people^s lives, including in Inonesia. Because internet based technology is a solution and can simplify every activiy carried out. The internet will make it easier for people to connect with each other and provide internet based service. So, the companies must consider in building customer relationship. The purpose of this study was to analyze the effect of E-CRM on customer satisfaction. This research was conducted with a survey sampling method. The population of reaserch are MyTelkomsel users with a minimum age of 17 years. Samples that have been collected are 100 respondents by purposive sampling. The results of the validity and reliability test support to continue this research. The data that has been collect-ed is analyzed using simple regression techniques using SPSS version 25. The results of the E-CRM variable was categorized as significant and interested in being used with a coefficient of 0.659. So it can be concluced that the E-CRM variable had a positive effect on customer satisfaction. This finding implies that to improve e-commerce, companies need to pay more attention to how they can prioritize developing mobile application systems so that companies can reach consumers better and more easily. Keywords: Internet based Technology, Electronic Customer Relationship Management, Customer Statisfaction, Share Link | Plain Format | Corresponding Author (Dhelvianti Azni Savira)

68	Marketing Management	ABS-47
The Effect of Delivery Service Innovation On Customer Satisfaction Kania Siti Sarah, Ratih Hurriyati, Heny Hendrayati Management, Post Graduate School, Universitas Pendidikan Indonesia, Bandung Abstract This study aims to determine the effect of delivery service innovation on customer satisfaction at PT. Pos Indonesia. The population in this study were all customers of PT. Pos Indonesia in Bandung uses delivery services through the QPosinAja application. The sampling technique uses a purposive sampling method with a total sampling of 115 people. The measurement scale uses a Likert scale with a simple regression technique using the program application SPSS 25.0 for data analysis. The result showed that the delivery service innovation had a positive effect on customer satisfaction at PT. Pos Indonesia. This finding implies that to increase customer satisfaction, one of them is that a company needs to create a service innovation such as digital services that can make it easier for customers and reach the wider community. Keywords: Delivery Service- Innovation- Customer Satisfaction Share Link | Plain Format | Corresponding Author (Kania Siti Sarah)

69	Marketing Management	ABS-48
CREATING TOURISM EXPERIENCE- ORCHESTRA MODEL APPROACH (Tourism Village Management Perspective) Tititng Kartika (a), Ratih Hurriyati (b), Heny Hendrayati (c) a. Universitas Pendidikan Indonesia nengtiting_kartika[at]yahoo.co.id/titingkartika[at]upi.edu b.Ratih Hurriyati ratih[at]upi.edu Universitas Pendidikan Indonesia c. Heny Hendrayati henyhendrayati[at]upi.edu Universitas Pendidikan Indonesia Abstract Creating the tourist experience is an important part of a series of tourism activities. A good experience will create a good memory in the mind of tourists. To produce a tourist experience, the manager should pay attention to what components can shape the experience itself. Thus the purpose of this study is to find out how the destination manager can develop components that can build the tourist experience. The methodology used is qualitative by using orchestral model analysis introduced by Pearce (2011). The process of data collection was carried out using observation, interviews, and literature review. As the results of research, it was found that the use of an orchestral model in building experiences in Ciburial Tourism Village was not fully available. Thus, it is necessary to understand and develop further strategies from the destination manager on how to create an optimal tourist experience. Keywords: Tourism Experience, Tourism Village, Orchestra Model, tourism marketing Share Link | Plain Format | Corresponding Author (Titing Kartika)

70	Marketing Management	ABS-49
THE IMPACT OF SOCIAL MEDIA MARKETING ON CONSUMER PURCHASE DECISIONS Dibias Lazuardi Maulid(a*), Ratih Hurriyati (b), Heny Hendrayati (b) Management, Post Graduate School, Universitas Pendidikan Indonesia, Bandung, Indonesia Abstract This research uses explanatory research with quantitative approach. The variables used in this study is Content Creation (X1), Content Sharing (X2), Connecting (X3), Community Building (X4), and Purchasing Decision Structure (Y). The Data obtained through the dissemination of online questionnaires (e-questionnaires) to PT.KAI consumers that use instagram. There is 41 respondents that used as samples and purposive sampling as the sampling technique. The data analysis that used in this research is descriptive analysis and multiple linear regression analysis. The results showed that the variables Content Creation (X1), Content Sharing (X2), Connecting (X3), and Community Building (X4) simultaneously and significantly affected the Purchase Decision Structure (Y). Then, the variables Content Creation (X1), Content Sharing (X2), Connecting (X3), and Community Building (X4) each have a partial and significant effect on the Purchase Decision Structure (Y). Keywords: Social Media Marketing, Purchase Decision Share Link | Plain Format | Corresponding Author (Dibias Lazuardi Maulid)

71	Marketing Management	ABS-50
The Effect of Specific Discount Pattern and Product Type on Customers^ Purchase Intention in E-Commerce Platform Foya Ziqel Zozalbo Universitas Indonesia Abstract Indonesia is one of the fastest growing countries in terms of penetration, volume, and value of electronic transactions. In addition, the number of sellers inside the platform are also rising. Therefore, a good marketing strategy such as discounts is needed to win the digital competition. This research aims to identify the most effective discount pattern on E-Commerce platforms by using experimental methods with 2x3 factorial design cells. Each scenario will represent the combinations between three discount patterns and two consumer^s product types. The scenarios were distributed to six different groups of a total 188 randomly selected participants. Two pilot tests were conducted in the first place to find the representative products both for the convenience and specialty goods. Three most used discount patterns were selected from the E-Commerce platform itself. The result shows that percentage and slash price discount has greater impact on the purchase intention of specialty goods rather than on convenience goods. Meanwhile special price discount have a higher impact on convenience good purchase intention. The insignificant interaction between both variables has reveal how Indonesian online consumers interpret and behave towards online discount. Online sellers are expected to carefully apply discount variations towards their product in order to make it effective and impactful. Keywords: E-Commerce, Discount Patterns, Consumer Product Types, Experimental Methods. Share Link | Plain Format | Corresponding Author (Foya Ziqel Zozalbo)

72	Marketing Management	ABS-51
Marketing Communication for FinTech - Mobile Payment Abdul Yusuf (a*), Ratih Hurriyati (b), Heny Hendrayati (b), Puspo Dewi Dirgantari (b) a) Post Graduate School, Universitas Pendidikan Indonesia Jl. Dr. Setiabudhi No. 229 Bandung 40154 Jawa Barat - Indonesia Fakultas Ekonomi, Universitas Singaperbangsa Karawang, Jl. HS Ronggowaluyo, Karawang 41361 Jawa Barat - Indonesia *abdulyusuf[at]upi.edu b) Post Graduate School, Universitas Pendidikan Indonesia Jl. Dr. Setiabudhi No. 229 Bandung 40154 Jawa Barat - Indonesia Abstract Technological advancement is now highly massive and global. Financial improvement brings people to start using FinTech yet in the other side FinTech platforms are in their own struggle with their competitors. The research is aimed to observe and identify the difference between Female and male^s perspective on Indonesian two most popular fintech platforms^ Marketing Communication and to identify the effectiveness of events and experiences marketing, public relations, and personal selling carried out as well. The quantitative research includes an analysis of the difference of 204 reactions of female and male users of both platforms to their performed marketing communications. The results obtained shows that female users slightly appreciate marketing communications performed by the two platforms more than male users do. The three marketing communications are found plausible to the users and working properly as the platforms expected. Additionally, personal selling is the most effective tool based both female and male^s perspective though the others are outstanding in building good image as well. Keywords: Marketing Communication, FinTech, Digital Wallet Share Link | Plain Format | Corresponding Author (Abdul Yusuf)

73	Marketing Management	ABS-52
DEMAND AND PRODUCTION CAPACITY OF THE CINEMA INDUSTRY DURING THE COVID-19 PANDEMIC Rahmi Qurrota Aynie, Ratih Hurriyati, Heny Hendrayati Management, Post Graduate School, Indonesia University of Education, Bandung, Indonesia Abstract In recent years, Indonesia has experienced an economic crisis due to the COVID-19 pandemic which has caused businesses in Indonesia to weaken and even fall. With uncertainty and increasingly fierce competition, companies must think of various appropriate steps and strategies in order to be able to face the competition. One of them is a service company, namely the cinema entertainment industry which has experienced a very drastic decline, the challenge that managers must face in adjusting the amount of capacity offered by the company with the number of consumer demands based on daily operations in an ever-changing environment, then the company must think about how to meet capacity to remain profitable. In this way, this research can describe how cinemas, especially CINEMA XXI, deal with demand and capacity. The results obtained by Cinema XXI also have to face the crisis period and still maintain consumer satisfaction in conditions that must be physical distancing due to government regulations. Not only CINEMA XXI, but companies in other service sectors are also experiencing changes in conditions. To maintain the company, CINEMA XXI continues to carry out its activities and according to government regulations while maintaining health protocols. In addition to showing films, the company provides food delivery services available at Café XXI and rents out theater rooms with fixed conditions according to government regulations. Keywords: Demand- Production Capacity- Cinema Industry- COVID-19 Share Link | Plain Format | Corresponding Author (Rahmi Qurrota Aynie)

74	Marketing Management	ABS-53
Educational technology (Edtech) as Cyber Brand : Winning in Service Markets Evi Yuliani Hertiana(a*), Ratih Hurriyati(b), Heny Hendrayati(b) Management, Post Graduate School, Universitas Pendidikan Indonesia, Bandung, Indonesia Abstract The purpose of this study is to analyze the branding activities carried out by Ruangguru as a cyber brand and the challenges of managing people for service advantage in winning e-course in the service market so that they can face the digital industrial revolution 4.0 in Indonesia. This research method uses a qualitative method with an analytical descriptive study approach. Data collection techniques were carried out by online observation and documentation. The location in this research is PT. Ruang Raya Indonesia (Ruangguru). The results of the study, in developing human resources for educational services, it is necessary to pay attention to how to place the right people in their fields ^the right man, in the right place^, develop employees so that they can deliver educational services well, and provide the best facilities to support the process in educational services, and retain the best employees and reward all employee and student achievements. Therefore, managers need to pay attention to the factors driving service excellence, namely customer equity in their marketing strategy, namely value equity showing that Ruangguru can adapt to consumer needs, brand equity showing that Ruangguru can build trust by providing good service quality and customer loyalty. through the selection of the right brand ambassador, and relationship equity shows that Ruangguru forms an online student community throughout Indonesia. Keywords: Managing people for service advantage, customer equity, brand equity, value equity, dan relationship equity Share Link | Plain Format | Corresponding Author (Evi Yuliani Hertiana)

75	Marketing Management	ABS-54
Online Food Delivery Service: The Role of e-Service Quality and Food Quality on Costumer Loyalty Gundur Leo, Ratih Hurriyati, Heny Hendrayati Universitas Pendidikan Indonesia Abstract The online food delivery service industry has emerged as huge and prospective industry. In this competitive business environment, having and developing loyal customer are essential, unfortunately research to examine customer loyalty modelling in this industry is limited. This study isdesigned to examine the relationship between the online service quality, food quality, satisfaction and loyalty in the context of online-based food ordering. Data obtained from 402 respondents are consumers who order food through online applications in Bandung city. The data were processed and analyzed using SEM-PLS. The result shows that online service quality and food quality had an effect on satisfaction and loyalty. Keywords: online food, e-service quality, food quality, loyalty Share Link | Plain Format | Corresponding Author (Gundur Leo)

76	Marketing Management	ABS-60
Surviving Without a Brand Ambassador: Apple After Steve Jobs Munawaroh, Heny Hendrayati Universitas Pendidikan Indonesia Universitas Bina Bangsa Abstract How can Apple without a Brand Ambassador continue to survive and develop and even be loved by the public in the midst of very fierce competition like now when other products are tactics through artists and other important world figures as Brand Ambassadors of their products, increasingly massive technological developments with price competition that continues In a competitive environment, conditions that are increasingly difficult to provide investment confidence are a challenge for Apple to maintain its position. This study aims to find out How Apple Without a Brand Ambassador on Sales Level and its impact on Apple stock sales. With a quantitative descriptive method, distributing questionnaires as a tool to collect data using PLS software, the respondents of this research are all levels of society who have opportunities as consumers of Apple products with the Non-Probability Sampling sampling technique, the method of determining the sample by accident (accidental), Due to the unknown number of samples, the authors used the sampling technique according to Naresh K Malhotra (2006:291) so that 5 x 30 = 150 samples were obtained. The results of this study show that H1 without Brand Ambassador has a positive effect on Apple^s Sales Level, there is no support for the influence of H2 where Without Brand Ambassador on Stock Sales Levels and in H3 Apple^s Sales Levels have a positive effect on Stock Sales Levels. Meanwhile No Brand Ambassador was found to be related to Share Sales Rate through Apple Sales Rate. Keywords: Brand Ambassador, Sales Level, Share Sales Rate Share Link | Plain Format | Corresponding Author (Munawaroh Junaedi Misbak)

77	Marketing Management	ABS-62
Integration of Perceived Usefulness, Ease of Use and Perceived Risk Improving Customer^s Usage Intention to Access E-channel during Covid-19: Evidence from Indonesia Afdol Muftiasa, Sugesko, M.A. Sultan, R. Hurriyati School of Postgraduate Universitas Pendidikan Indonesia Jl. Dr. Setiabudhi No. 229, Bandung, Jawa Barat, 40154, Indonesia Abstract This research focuses on increasing the usage intention of Indihome e-channel customers during Covid-19 in Jakarta Area. The research method used is quantitative research using Partial Least Square analysis and the SmartPLS program to analyze data. The number of sample taken was 180 respondents using closed questionnaires, and distributing questionnaires online using e-questionnaires. Four hypotheses were proposed which resulted in three pathways having a positive effect on perceived usefulness and usage intention, namely ease of use and perceived risk. Meanwhile, one path does not have a significant effect, namely perceived usefulness on usage intention. Keywords: e-channel, ease of use, perceived risk, perceived usefulness, usage intention Share Link | Plain Format | Corresponding Author (Afdol Muftiasa)

78	Marketing Management	ABS-63
Experiential Marketing Effect Analysis Against Consumer Satisfaction (Tokopedia) Achmad Rizal Sumarwoko, Ratih Hurriyati, Henny Hendrayati Management, Post Graduate School, Indonesia University Of Education, Bandung, Indonesia Abstract This study aims to analyze the effect of Experiential Marketing on Tokopedia consumer satisfaction. The technique used in this research is non-probability sampling with purposive sampling method. Data collection techniques in this study used a questionnaire distributed to 104 respondents. Analysis of the data used is the analysis of the f test, t test, and multiple linear regression analysis. Based on the results of the t test, it can be seen that t_count is on the Experiential Marketing variable. 8,235 > t_table 1,983 with probability t is sig < 0.05 for the satisfaction variable. Based on the results of the F test, the value of F_(count>) F_table is 67.812 > 3.93 by showing that Experiential Marketing has a positive and significant effect on the satisfaction variable. Adjusted R Square value obtained by 0.393 or 39.3% can be explained by Experiential Marketing and the remaining 60.7% is influenced by other factors not explained in this study. Keywords: Experiential Marketing, Consumer Satisfaction Share Link | Plain Format | Corresponding Author (Achmad Rizal Sumarwoko)

79	Marketing Management	ABS-67
Millenial Customer Inertia of Online Transportation Service in Indonesia 1.Ari Arisman 2.Ratih Hurriyati DIM UPI Abstract ABSTRACT The purpose of this study is to determine the factors that form customer inertia in the online transportation service industry in Indonesia. The research method used is a survey with data collection techniques through the distribution of questionnaires to 174 respondents who are online transportation customers in Indonesia, especially in the City of Tasikmalaya using judgment sampling or purposive sampling techniques. The analytical tool used in this study is Confirmatory Factor Analysis (CFA) by testing the reflective trait of the behavioral, cognitive and affective aspects as a measurement of customer inertia. The results of this study indicate that customer inertia can be formed by customer behavior, cognitive and affective factors of the customer itself. When a customer responds in the form of positive behavior, good cognitive capture and good affective understanding, the inertia from the customer will be created. Keywords: Inertia, behavior, cognitive, affective Share Link | Plain Format | Corresponding Author (ARI ARISMAN)

80	Marketing Management	ABS-69
The Effect of Post-usage on Customer Loyalty: The Mediating Role of Satisfaction Intan Permana (a*), Ratih Hurriyati (b), Heny Hendrayati a) Doktor Manajemen, Univeristas Pendidikan Indonesia Jalan Dr. Setiabudhi No.229 Bandung, West Java 40154 *intanpermana[at]upi.edu b) Sekolah Pascasarjana, Universitas Pendidikan Indonesia Jalan Dr. Setiabudhi No.229 Bandung, West Java 40154 b) Sekolah Pascasarjana, Universitas Pendidikan Indonesia Jalan Dr. Setiabudhi No.229 Bandung, West Java 40154 Abstract This article examines how the post-usage influences customer loyalty in the context of e-banking and the role of satisfaction as a mediator factor. For these purposes, research hypotheses based on the content analysis of the previous studies were developed and tested using 100 electronic customers banking services in Indonesia. Using multiple regression analysis, the empirical results suggested that post-usage has a positive and significant on customer loyalty. Also, satisfaction is partially mediating the relationship between post-usage and customer loyalty. These findings represent a valuable contribution to post-usage the bank^s customer, and customer loyalty and satisfaction literature through providing its management with a clear guidance concerning how to efficiently utilize their post-usage and customer satisfaction in order to enhance their customer loyalty. Keywords: Customer Loyalty- Customer Satisfaction- Post-usage Share Link | Plain Format | Corresponding Author (Intan Permana)

81	Marketing Management	ABS-71
The influence of Complaint Handling and Service Recovery on customer satisfaction, customer loyalty and customer retention. Zhibek Adzhigalieva, Ratih Hurriyati, Heny Hendrayati School of Postgraduate Studies (SPs), Indonesia University of Education (UPI) Jl. Dr. Setiabudhi No. 229 Bandung 40154 Jawa Barat - Indonesia Abstract This paper examines previous researches about complaint handling and service recovery. The purpose of this paper is to define the concepts of ^complaint handling^ and ^service recovery^ and find out the influence of these concepts on variables, namely customer satisfaction, customer loyalty and customer retention. To reach these goals, systematic literature review was used as a research methodology. Based on literature review author has developed a model of influence of complaint handling and service recovery on customer satisfaction, customer loyalty and customer retention, where were reflected the findings of this paper. We have found that customer satisfaction is highly affected by complaint handling and service recovery. Customer loyalty and customer retention don^t have a direct correlation with complaint handling and service recovery. However, the influence of complaints handling on customer loyalty can be mediated by customer satisfaction showing a positive relationship also. Customer retention is highly affected by customer satisfaction and customer loyalty, so it has also indirect correlation with complaint handling and service recovery. Keywords: complaint handling, customer loyalty, customer satisfaction, customer retention, service recovery Share Link | Plain Format | Corresponding Author (Zhibek Adzhigalieva)

82	Marketing Management	ABS-73
Courier Service Application: Courier Service Quality and Customer Loyalty Mediated by Customer Experience and Customer Satisfaction Dini Hamidin(a*), Henny Hendrayati(b) a) Sekolah Pascasarjana, Universitas Pendidikan Indonesia Jl. Dr. Setiabudi No.229 Bandung, Indonesia b) Sekolah Pascasarjana, Universitas Pendidikan Indonesia Jl. Dr. Setiabudi No.229 Bandung, Indonesia Abstract Technological developments have improved the digital platform of courier service companies. This certainly increases the level of competition between courier service companies. The construct of the Courier Service Loyalty (CSL) model is described by indicators measured from the Courier Service Quality (CSQ) variable related to Timeliness, Quality, Accuracy of Order, and Order Discrepancy Handing, which is associated with the Customer Loyalty (CL) variable. through Customer Experience (EX) and Customer Satisfaction (CS). A quantitative method with the PLS-SEM technique was used to test the correlation between constructs of the CSL model. This study used 189 respondents spread across the islands of Java, Sumatra, Kalimantan, Bangka Belitung, Sulawesi and NTT. The results of this study are all variables CSQ, EX, CS, and CL have an indirect effect in the form of partial mediation. This indicates that another intervening variable appears which can be an intervening variable for other models not examined in this study. Keywords: courier service quality, customer Loyalty, Customer Experience, Customer Satisfaction Share Link | Plain Format | Corresponding Author (dini hamidin)

83	Marketing Management	ABS-80
IndiHome Customer Loyalty in Bandung : Service Quality and Price Senny Handayani Suarsa (a*)- Angga Dewi Anggraeni (a)- Ruth Febriyanti Aritonang (a) (a) D4 Business Management, Politeknik Pos Indonesia Jl. Sariasih No.54 Bandung 40151, Indonesia *sennyhandayani[at]upi.edu Abstract This study aimed to determine the loyalty of IndiHome customers in the city of Bandung in terms of service quality and price. Today^s phenomenon is where the demand for internet access is getting higher but often not accompanied by quality service and competitive pricing to provide satisfaction in increasing customer loyalty. Data were collected by survey method on 400 respondents who are IndiHome customers in Bandung. The results showed that service quality and price had a significant effect on increasing IndiHome customer loyalty in Bandung. Keywords: Service quality, price, customer loyalty Share Link | Plain Format | Corresponding Author (Senny Handayani Suarsa)

84	Marketing Management	ABS-81
Does Nostalgic Emotion affect the Memorable Tourism Experience ? Rahyuniati Setiawan (a*), Ratih Hurriyati (b), Lili Adi Wibowo (b), Vanessa Gaffar (b) a) Universitas Pendidikan Indonesia Jalan Dr. Setiabudi 229, Bandung 40154, Indonesia *rahyu[at]uniga.ac.id b) Universitas Pendidikan Indonesia Jalan Dr. Setiabudi 229, Bandung 40154, Indonesia Abstract The problem studied in this study is the decline in tourist visits to natural hot spring tourist destinations in West Java Province. City Image plays an important role in influencing Nostalgic Emotion and has an impact on Memorable Tourism Experience for visiting tourist attractions. The purpose of this study was to determine the effect of City Image on Nostalgic Emotion and its impact on Memorable Tourism Experience. In this study, the research subject is consumers (visitors) in natural hot spring tourist destinations in West Java Province. The method used in this research is explanatory survey. Respondents in this study were visitors to the natural hot spring tourist destinations of West Java Province at the time of the study, amounting to 400 people. The sampling technique used in this research is proportional random sampling. This study uses a questionnaire as a data collection tool and data analysis techniques using SEM (Structural Equation Modeling) analysis using AMOS software version 20. The results show that City Image has a positive influence on nostalgic emotion. The results also show that city image and nostalgic emotion have a positive influence on memorable tourism experiences. Keywords: city image- nostalgic emotion- memorable tourism experience Share Link | Plain Format | Corresponding Author (Rahyuniati Setiawan)

85	Marketing Management	ABS-83
The Effect of Perceived Risk on Customer^s Behavioral Intention of Digital Gold Platform: The Moderating Role of Trust Nadya Rachmatul Putri, Elevita Yuliati Master of Management, Faculty of Economics and Business, Universitas Indonesia Jalan Salemba Raya 4, Jakarta 10430, Indonesia Abstract Investing money into gold has been a popular option for investors as it has a history of maintaining its value even during uncertainty. In recent years, platforms that facilitate financial services have emerged, including digital gold platforms. This study aims to explore the role of perceived risk in digital gold platforms. Specifically, the study analyzes the moderating role of trust in the relationship between perceived risk and behavioral intention. The study applies a Unified Theory of Acceptance and Use Technology 2 (UTAUT2) along with its relationship with trust. One hundred ninety-two digital gold platform potential user data were collected by questionnaire and analyzed using structural equation modeling technique. The result indicated that perceived risk has a direct and indirect impact on behavioral intention. Moreover, it was found that trust moderates this relationship. This study suggests that digital gold platforms should gain trust and develop certain risk management strategies to enhance confidence among the customers to use the services. Keywords: Digital gold- perceived risk- trust- UTAUT2- behavioral intention Share Link | Plain Format | Corresponding Author (Nadya Rachmatul Putri)

86	Marketing Management	ABS-89
The Impact of Customer Experience Quality on Customer Loyalty in Motor Vehicle Insurance Industry: The Mediating Role of Relationship Quality Andreas Imanuel Tobing(a*), Elevita Yuliati (b) a) Faculty of Economics and Business, University of Indonesia, Indonesia b) Faculty of Economics and Business, University of Indonesia, Indonesia Abstract Cultivating high-quality relationships with customers is important to nurture customer loyalty especially in the financial service and insurance industry which is characterized as a highly intangible and complex industry. However, there is only a dearth of research that examines the role of relationship quality and its relations with the customer experience and loyalty in the insurance industry setting. The purpose of this study is to investigate the impact of Customer Experience Quality on Customer Loyalty and the mediating role of Relationship Quality in the motor vehicle insurance industry. Based on data collected from 225 motor vehicle insurance customers, analyzed using PLS-SEM, it is concluded that Customer Experience Quality does not directly impact Customer Loyalty, thus the mediating role of Relationship Quality is paramount of importance in order for insurance companies to establish sustainable relationships and nurture loyalty. These findings highlight new insights on customers^ behavior towards the motor vehicle insurance industry. Keywords: Insurance industry- Relationship quality- Customer experience- Customer loyalty Share Link | Plain Format | Corresponding Author (Andreas Imanuel Tobing)

87	Marketing Management	ABS-97
Analysis of Start-Up Business Models and Strategies to Drive Start-Up Business Growth in Tasikmalaya Adam Hermawan, Agus Rahayu, Lili Adi Wibowo Universitas Pendidikan Indonesia Abstract This study aims to propose a strategy and business model for a start-up company based on the results of the analysis of two start-up companies from Tasikmalaya City, namely Indikos and KlikQuick. This study uses a descriptive method with a series of research: conducting interviews with the owners of Indikos and KlikQuick, collecting data, then analyzing the data. The results of the data analysis resulted in a strategy and business model that can be applied by other start-ups in the City of Tasikmalaya. The business model approach used is the Business Model Canvas (BMC) in order to provide an overview of the condition of the company. The results prove that using BMC as a business model approach based on the two start-ups studied provides an overview of the actual business models run by the company, so the researchers propose a rational business model and strategy to be used by start-ups in Tasikmalaya City. Keywords: Marketing, Digital Marketing, Social Media, Technology, Technopreneur, Start-up Share Link | Plain Format | Corresponding Author (Adam Hermawan)

88	Marketing Management	ABS-99
Analisis Keputusan Pembelian Asuransi secara Online pada Konsumen Gen X dan Milenial di Indonesia Sugesko1) Rahmat Hidayat2) Bambang Widjajanta3) Ratih Hurriyati4) Universitas Pendidikan Indonesia (UPI) Doktor Ilmu Manajemen Jl. Dr. Setia Budi No. 229 Bandung Abstract The trend of selling insurance online is currently increasing quite rapidly. Almost all insurance company focus on developing insurance marketing and sales through internet/digital media. This study analyzes the factors related to online insurance purchasing decisions made by consumers of gen X and millennials. The approach used is qualitative through a literature review related to the research topic. Based on research, it was found that online insurance purchasing decisions are influenced by trust factor with company reputation, service quality, technology and social influences as mediating factors with uncertainty and price as moderating factor. Suggestions for the future are to do in-depth research, especially with the diverse demographic background in Indonesia and more specific online insurance products. Keywords: Online Insurance, Trust, Price, Company Reputation, Service Quality, Technology, Social Influence, and Purchase Decision. Share Link | Plain Format | Corresponding Author (SUGESKO SUGESKO)

89	Marketing Management	ABS-100
Impact of Covid-19 Pandemic on Consumer Behavior in Tourism Sector Budhi Wahyu Fitriadi (1), Ratih Hurriyati (2), Bambang Widjajanta (3) 1) Doctoral Program student in Management Science, FEB, UPI Bandung, Indonesia. E-mail: budhiwahyu[at]upi.edu 2) Lecturers of Faculty of Economics and Business, UPI Bandung, Indonesia 3) Lecturers of Faculty of Economics and Business, UPI Bandung, Indonesia Abstract Fears of exposure and the birth of a policy of implementing Large-Scale Social Restrictions, making tourists both domestic and foreign canceled their trips. Economic downturn amid the threat of pandemic spread that is not yet known when this will end becomes a challenge for the community to adjust to the existing conditions. At this time economic activities are re-opened by implementing health protocols to prevent and control the spread of the virus. Restoring the trust of tourists is needed, amid anxiety and the need to travel. The process of reviewing the behavior of tourists as consumers during the Covid-19 pandemic was conducted using content analysis sourced from several relevant documents. Through the analysis of consumer behavior of tourists in the era of the Covid-19 pandemic, the results were obtained that having a good understanding and sensitivity to the motivation of consumer tourists, will make it easier for manufacturers to identify the needs of tourists reflected in purchasing decisions. Keywords: Consumer Behavior, Tourists, Covid-19 Keywords: Consumer Behavior, Tourists, Covid-19 Share Link | Plain Format | Corresponding Author (Budhi Wahyu)

90	Marketing Management	ABS-102
INERTIA THROUGH EXPERIENCE: A SERQUAL APPROACH ON HOTEL INDUSTRY ARI ARISMAN, LILI ADI WIBOWO DIM UNIVERSITAS PENDIDIKAN INDONESIA Abstract The weakening of the hospitality industry due to the pandemic caused limited space for movement and only relied on customers who were accustomed to visiting. These customer habits cannot be said to be general loyalty but can be in the form of inertia. The purpose of this study is to analyze the form of customer experience based on aspects of service quality that can affect customer inertia behavior. The survey was conducted on 185 respondents who are customers in the 3-5 star hotel industry in Tasikmalaya City. The results of the study show that the customer experience that is formed based on the dimensions of service quality can have a positive impact on customer inertia as seen from consumption habits. Each dimension of service quality, namely physical aspect, reliability, encounter, process, and policy can also reflect customer experience in the hotel industry. Therefore, customer inertia can be shaped by an assessment of the service quality dimensions they get based on their experience of staying at the hotel. Keywords: inertia, experience, service quality Share Link | Plain Format | Corresponding Author (ARI ARISMAN)

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