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121	Marketing Management	ABS-146
The Effects of Consumer Involvement, Price Sensitivity, and Sensory Appeal of Organic Food Purchase Intention during the Covid-19 Pandemic Nanda Fathiyah Gumay, Dr. Nurdin Sobari Universitas Indonesia Abstract Organic food is grown and produced in an organic way without any use of chemicals such as pesticides, fertilizers, or any other modified organism. COVID-19 brought a significant change in consumer behavior, including organic food consumption. Thus, resulting in an increase in sales. The focus of this study is to identify the effects of consumer involvement, price sensitivity, and sensory appeal of organic food purchase intention during the COVID-19 pandemic. Structural equation modeling with maximum likelihood estimation (MLE) was used to analyze the research models proposed in the study. This study used explanatory research to test the model with 236 respondents surveyed with criteria of the respondents that have purchased organic food during the COVID-19 pandemic. Keywords: Consumer Involvement, COVID-19, Organic Food, MLE, Price Sensitivity, Purchase Intention, Sensory Appeal Share Link | Plain Format | Corresponding Author (Nanda Fathiyah Gumay)

122	Marketing Management	ABS-155
Effectiveness of Content Tiktok As Social Media Marketing Tourist Attraction And Interest In Influencing The Purchase Of Products MSMEs Tourist Destinations In Bandung Aggi Panigoro Sarifiyono, Berry Lesmana, Angga Herdiana, Putri Gustina Ayu Universitas Informatika dan Bsnis Indonesia, Universitas Widyatama Abstract In research on how the influence of Tiktok as a social media marketing and tourist attraction in influencing the purchase intention of MSME products in tourist areas in the city and in the district of Bandung. The findings of this study are. The first finding is that we confirm that the tourist attractions have a positive and significant influence on the purchase intentions. The second finding of this study is that the tiktok social media marketing gives a positive and significant influence on the purchase intention and the third finding of this research is that the Tiktos social media marketing is a partially intervening variable because the tourist attractions variable have a significant direct effect on the purchase intention on buying product MSMEs in the tourism destination. Keywords: content tiktok,social media marketing, Attraction of Tourist,purchase intention , MSMes Share Link | Plain Format | Corresponding Author (Aggi Sarifiyono)

123	Marketing Management	ABS-157
Impact of Sustainability Practice Implementation towards Luxury Brand Perception and Purchase Decision on Generation Y and Z Sindhu Bhagaskara (a*), Nurdin Sobari (b) a) Faculty Economic and Business University of Indonesia Jalan Prof. Dr. Sudjono D Pusponegoro, Kampus Universitas Indonesia, Depok, West Java, Indonesia *sindhu.bhagaskara01[at]ui.ac.id b) Faculty Economic and Business University of Indonesia Jalan Prof. Dr. Sudjono D Pusponegoro, Kampus Universitas Indonesia, Depok, West Java, Indonesia Abstract Sustainability is one of the most important concerns in almost every aspect in the present day. The scrutiny to have sustainability in luxury products has grown overtime. However, luxury and sustainability or one might call sustainable luxury might sound oxymoron, while in fact, they have a lot of attributes in common. The concept of sustainable luxury has been developed immensely to cater to the current largest demographic, Gen Y and Z. These two generations are more socially and environmentally conscious whilst also partake as the largest consumer demographic in luxury brands. This study examines the impact of implementing sustainability practice to luxury brands perception and purchase intention by Gen Y and Z. A quantitative survey research design was utilised in order to test the research model, in which 350 participants, divided into two groups, did an online survey with either a luxury fashion marketing campaign message and a luxury fashion marketing campaign with sustainability practice message then was analysed by using the structural equation modelling (SEM). The results of this study indicate sustainability practice implementation description positively impacts the purchase decision of luxury products by both generation Y and Z. Keywords: Marketing, Luxury Goods, Sustainability Practices, Generation Y, Generation Z, Impressions, Purchase Intention Share Link | Plain Format | Corresponding Author (Sindhu Bhagaskara)

124	Marketing Management	ABS-161
The Effect of Online Customer Experience Toward Customer Satisfaction and Customer Loyalty: A Case Study on Skin Care Product Brand Somethinc in Indonesia Christabella Aurelia (a*), Nurrani Kusumawati (b) a) School of Business and Management, Bandung Institute of Technology Jl. Ganesa No.10, Bandung 40132, Indonesia *christabella_aurelia[at]sbm-itb.ac.id b) School of Business and Management, Bandung Institute of Technology Jl. Ganesa No.10, Bandung 40132, Indonesia Abstract In Indonesia, the local skincare sector has developed at a rapid speed during the previous five years. There are numerous new local skincare companies that are swiftly catching up to the classic skincare brands in Indonesia. Brand Skincare Somethinc has expanded rapidly in the last three years since its start in 2019, and is now Indonesia^s third best local skincare brand. Somethinc will compete with other local skincare brands not only by providing high-quality services or goods, but also by providing a positive experience. As a result, the purpose of this research is to determine the relationship between online customer experience characteristics and customer satisfaction, as well as to measure client loyalty. The author uses qualitative and quantitative approaches. Interviews were used in qualitative investigations to gather extra variables and examined using manual coding. The author uses data triangulation, including netnographic observations and literature reviews. Then, through online questionnaires, quantitative approaches will be utilized to validate the data. The author^s criteria were applied to 246 respondents in this study. The writer employs descriptive analysis and PLS-SEM in the analysis. According to the findings of this study, the factors that influence customer satisfaction from X customers are Website Usability, Economic Value, Customization, Post-purchase Experience, Multichannel Interaction, and also customer satisfaction that Somethinc customers feel influences their Customer Loyalty. Therefore, this result could be used for Somethinc brand to enhance their customer experience to produce more satisfaction for their customer and lead Somethinc to have more loyal customers , and can also be implemented by other local skincare companies for attracting customers to buy their products and services based on the result of this research. Keywords: Customer Experience, Customer Satisfaction, Customer Loyalty, Manual Coding, Triangulation, Online Survey, PLS-SEM, Mixed-Method Study. Share Link | Plain Format | Corresponding Author (Christabella Aurelia)

125	Marketing Management	ABS-162
The Influence of Social Media Marketing Activities Towards Brand Loyalty in Local Women Fashion Brand Aspect Reysa Febiola Tanu Riady (a*), Nurrani Kusumawati (b) a) School of Business Management, Institute of Technology Bandung, Jalan Ganesha 10, Bandung 40132, Indonesia reysa_febiola[at]sbm-itb.ac.id b) School of Business Management, Institute of Technology Bandung, Jalan Ganesha 10, Bandung 40132, Indonesia Abstract Social media was to provide amusement is currently being employed as a more vital topic, namely a commercial promotion platform. Fashion is one of the industries that utilise social media as a marketing platform. Online shopping for fashion products has grown in popularity in Indonesia during the last several years. As the need for fashion products grows, more local fashion brands, particularly for women, enter the market. Thus, fashion brands need to figure out how to build and strengthen brand loyalty through social media. The purpose of this study is to investigate the influence of social media marketing activities towards brand loyalty in local women fashion brand aspect and give recommendations that could be implemented by the owner. This research uses quantitative method to collect necessary data and was gathered using an online questionnaire (google form). The author was able to obtain 225 respondents with criteria that have been established by the author. For the analysis, the author chooses Descriptive Analysis and PLS-SEM to investigate the relationships between the variables. The results from this research show that Social Media Marketing Activities (SMMa) does not directly have a positive influence on Brand Loyalty (BLOY). Social Media Marketing Activities positively influence Brand Love (BL), Brand Consciousness (BC), and Value Consciousness (VC). Brand Love (BL) and Brand Consciousness (BC) positively influence Brand Loyalty (BLOY). Value Consciousness (VC) negatively influences Brand Loyalty (BLOY). Brand Love (BL), Brand Consciousness (BC), and Value Consciousness (VC) partially mediated Social Media Marketing Activities and Brand Loyalty (BLOY). The findings of this study will benefit local women fashion brand owners by giving in-depth practical knowledge on how social media could influence brand loyalty by using brand love, brand consciousness, and value consciousness. Keywords: Social Media Marketing Activities, Brand Loyalty, Local Woman Fashion Brand, Online Survey, PLS-SEM Share Link | Plain Format | Corresponding Author (Reysa Febiola Tanu Riady)

126	Marketing Management	ABS-163
The Influence of Kopiko Product Placement in Korean Drama Towards Indonesian Korean Drama Viewers^ Purchase Intention Jeaqualine Imanuella Esaf Leo (a*), Fitri Aprilianty (b) a) School of Business and Management Bandung Institute of Technology Jl. Ganesa No.10, Bandung 40132, Indonesia *jeaqualine_imanuella[at]sbm-itb.ac.id b) School of Business and Management Bandung Institute of Technology Jl. Ganesa No.10, Bandung 40132, Indonesia Abstract During the pandemic of Covid-19, the number of Korean drama viewers in Indonesia has increased significantly. Korean dramas have a lot of scenes that show the use of product placement, one of them was done by Kopiko from PT Mayora Indah Tbk. Kopiko was declared as the first Indonesian brand that appeared in Korean drama ^Vincenzo^, ^Mine^, and ^Hometown Cha Cha Cha^ with the use of product placement. Product placement that is considered effective in increasing audience purchase intention and overcoming zipping/zapping behavior also has drawbacks, limited appeal of explanation, no guarantee that it can increase audience awareness of the product, etc. As a result, the goal of this study is to examine how product placement influences audiences^ purchase intention on ^Kopiko^ that are shown in Korean dramas product placement. The data was gathered using survey method by an online questionnaire distributed to 320 Indonesian Korean drama viewers, then analyzed using PLS-SEM to determine the correlation between variables. According to the findings of this study, Favorable Leading Characters and Brand Familiarity significantly influence Brand Awareness that leads to a positive Brand Image. The overall Brand Image significantly influences Consumers^ Attitude that finally influences consumer^s Purchase Intention. To summarize, Kopiko requires follow up strategies to increase audience awareness in the drama that will lead to a higher purchase intention, since the existence of Korea^s broadcasting act that does not allow product placement scenes to directly influence audience^s Purchase Intention. The study^s findings will aid brand marketers especially Indonesian brands in establishing in-depth understandings of how product placement can enhance audience Purchase Intention. This information can then be used by the advertising sector to develop strategy of product placement to boost purchase intention. Keywords: Korean Drama, Product Placement, Purchase Intention, PLS-SEM, Online Survey Share Link | Plain Format | Corresponding Author (Jeaqualine Imanuella Esaf Leo)

127	Marketing Management	ABS-168
The Influence of Attitude toward User Generated Content (UGC) In TikTok on Purchase Intention Karina Dwi Pramesti, Yeshika Alversia Faculty of Economic and Business University of Indonesia Abstract TikTok users in Indonesia are growing rapidly. The users can directly connect with information through User-Generated Content (UGC) in TikTok, which can attract consumers^ attention to evaluate the product before making purchases. This study examines the effect of TikTok users^ attitudes toward UGC on consumer purchase intention by proposing a model to assess the impact on purchase intention and brand engagement, perceived source credibility, perceived source homophily, perceived benefits, and information quality as the antecedents of attitude towards UGC. This study uses purposive sampling from 256 TikTok users in Indonesia who have watched fashion UGC on TikTok. SEM-PLS was used to see the relationship between variables. The findings imply that brand engagement, perceived source credibility, perceived source homophily, and perceived benefit positively affect attitude towards UGC. Also, attitude toward UGC in TikTok significantly affects generating purchase intention. The results provide a better understanding of digital marketing strategy by examining the influence of consumer attitudes toward UGC shared on social media. Keywords: Attitude towards UGC- Brand Engagement- Information Quality- Perceived Benefit- Perceived Source Credibility- Perceived Source Homophily- Purchase Intention Share Link | Plain Format | Corresponding Author (Karina Dwi Pramesti)

128	Marketing Management	ABS-169
Impact of E-Service Quality on Repurchase Intention Rafaida Putri Rahmania (a*), Ratih Hurriyati (b), Heny Hendrayati (b), Lili Adi Wibowo (b). a) Faculty of Business and Education Management, Indonesian University of Education Jalan Setiabudhi 229, Bandung 40154, Indonesia *rafaida[at]upi.edu b) Faculty of Business and Education Management, Indonesian University of Education Jalan Setiabudhi 229, Bandung 40154, Indonesia Abstract This study aimed to determine the measurement of e-service quality on repurchase intention on the Sociolla cosmetic sales website in developing its marketing strategy, primarily related to improving and increasing repurchase intention through e-service quality. The method used in this study uses a descriptive quantitative verification approach. The sample was 100 respondents, using a non-probability sampling technique and simple random sampling. The results of this study indicate that e-service quality has a significant positive effect on the repurchase intention of consumers on the Sociolla website. This means that the better the e-service quality of Sociolla, the higher the possibility that consumers will be interested in buying back products through Sociolla. Keywords: E-Service Quality, Repurchase Intention, Sociolla Share Link | Plain Format | Corresponding Author (Rafaida Putri Rahmania Widjajapradja)

129	Marketing Management	ABS-171
The Effect of Experiential Marketing and Social Media Marketing on Repurchase Intention with Brand Trust on Full-Service Airline Geraldi Petra Lasputra (a*), Sugih Arto Pujangkoro (b), Beby Karina Fauzeea Sembiring (c) a Magister Manajemen, Universitas Sumatera Utara, Indonesia *geraldi.petra[at]gmail.com b Magister Manajemen, Universitas Sumatera Utara, Indonesia c Magister Manajemen, Universitas Sumatera Utara, Indonesia Abstract The high interest of people in using air transportation to travel and accelerated development of information technology are business opportunities for the Aviation Industry in Indonesia. Customer repurchase intention is one of the keys for corporation in surviving business competition. Corporation needs to do various activities in maintaining consumer commitment that is formed after purchasing a product or service to repurchase in the future. This research is a quantitative study that aims to acknowledge the effect of experiential marketing and social marketing on repurchase intention with brand trust on full-service airline. The population for this study consisted of all customers of full-service airline who had been flying at least two times in the last three years. The simple random sampling technique will be used in this study with the total number of respondents is 166 respectively. The research instrument used online questionnaire and hypothesis testing using Partial Least Square Structural Equation Modelling (PLS-SEM). The analytical results indicated that experiential marketing and social media marketing activities indirectly affect repurchase intention through brand trust. At the same time, brand trust directly affects repurchase intention. The academic and management implications based on the empirical results of this study are provided as further references. Keywords: Experiential Marketing, Social Media Marketing, Brand Trust, Repurchase Intention Share Link | Plain Format | Corresponding Author (Geraldi Petra Lasputra)

130	Marketing Management	ABS-172
Brand placement effectiveness on TV series moderated by identification with character Haryantiningrum*, Yeshika Alversia Universitas Indonesia, Jl. Salemba Raya No.4, RW.5, Kenari, Kec. Senen, Kota Jakarta Pusat, Daerah Khusus Ibukota Jakarta 10430, Indonesia *haryantiningrum[at]ui.ac.id Abstract Brand placement has become an emerging marketing tactic considering its approach to persuade broader audience in a more natural way without openly coming across as an advertisement directly targeted to them. This paper describes how brand placement can be an effective strategy by measuring key indicators such as brand placement memory, brand salience, attitude toward the brand, and behavioral intention. By using SEM method, this study inspects how Indonesian brand placement strategy in an international drama affected Indonesian audience. Furthermore, we suggest that level of connectedness between an audience and their identification with character might a significant moderating variable for brand placement^s effectiveness - which was very limited in previous research. The case study for this research is Kopiko^s brand placement strategy on popular Korean drama ^Vincenzo^, with 606 audience surveyed as respondents. The result concludes that a brand placement exposure positively affected audience^s brand placement memory, brand attitude, and behavioral intention - but did not affect brand salience. We also find that the more they identify with the character, the stronger the impact. Finally, this study provides insights for marketers to make the most out of this marketing strategy, both effectively and efficiently. Keywords: Marketing management, digital marketing, product placement, brand placement, brand placement memory, brand salience, brand attitude, behavioral intention, identification with character Share Link | Plain Format | Corresponding Author (Haryantiningrum -)

131	Marketing Management	ABS-174
The Impact of the Collaboration between UNIQLO and Popular Japanese Anime/Manga Series for its UT Collection Towards Brand Loyalty in Indonesia Charlene Dwiputri (a*), Fitri Aprilianty (a) a) School of Business and Management, Bandung Institute of Technology Jalan Ganesa No. 10, Bandung 40132, Indonesia *charlene_dwiputri[at]sbm-itb.ac.id Abstract With time, fast fashion brands are induced to keep innovating new brand experiences to stay competitive in the market. UNIQLO is one of the four major players in the worldwide fast fashion industry. However, UNIQLO is still inferior to its two major competitors. In 2013, UNIQLO started to provide new brand experiences--its main competitors do not have--through its self-expression graphic print collections, the UT Series. Focusing on Generation Z with the characteristics of disloyalty to brands and in pursuit of freedom of expression, this research aims to identify the perceived brand experience from UT Series which specifically collaborated with Japanese anime/manga and its effectiveness in affecting UNIQLO brand loyalty. This research is conducted using qualitative and quantitative approaches through semi-structured interviews and an online survey with UNIQLO Generation Z customers who have purchased UT Series product that collaborates with Japanese anime/manga at least once in the past 1 year. The interview results are analyzed using the open coding method and the survey results are analyzed using the PLS-SEM method. The results show that the brand experience of UT Series which collaborates with Japanese anime/manga positively influences UNIQLO brand loyalty. The findings will give insight into the effectiveness of brand experiences to brand loyalty which gives the competitive advantage in the market. Keywords: Brand Experience- Brand Loyalty- Fast Fashion- Generation Z Share Link | Plain Format | Corresponding Author (Charlene Dwiputri)

132	Marketing Management	ABS-175
The Effect of Gojek Gamification Strategy (GoClub) Towards Customer Loyalty Aletha Shahisa (a*), Fitri Aprilianty (b) School of Business and Management, Bandung Institute of Technology, Jalan Ganesa No. 10, Bandung 40132, Indonesia *aletha_shahisa[at]sbm-itb.ac.id Abstract The development of technology contributes to the growth of online transportation sectors in recent years, including Gojek, an online transportation originating from Indonesia. In 2021, Gojek provides a new gamified loyalty program, GoClub, in response to the current problem of the emerging competition in online transportation services. The massive promotions among providers have also shaped the target market of Gojek to become less loyal. Thus, retaining customers has become critical for Gojek to keep the market share. However, although GoClub has been implemented, the brand-switching is inevitable. Moreover, if a firm does not pay attention to the improvement of gamification overtime, the usage will decrease. Therefore, this research aimed to assess the significant effect of Gojek gamification strategy on customer loyalty. This research is conducted using a quantitative approach by distributing surveys towards 425 GoClub users in Indonesia, that will be further analyzed using PLS-SEM. The result shows that Gojek gamification strategy has a significant positive effect on customer loyalty. This study also found that customer experience, customer engagement, and customer satisfaction mediates the relationship of gamification and customer loyalty. However, this study found that customer experience has no significant positive effect on customer loyalty. The finding of this research is intended to provide marketers an insight about gamification marketing strategy and how it can increase customer loyalty in order to gain the competitive advantage in the industry. Keywords: Customer Experience, Customer Loyalty, Gamification, GoClub, PLS-SEM Share Link | Plain Format | Corresponding Author (Aletha Shahisa)

133	Marketing Management	ABS-176
THE EFFECT OF SOCIAL MEDIA INFLUENCER CHARACTERISTICS ON PURCHASE INTENTION BETWEEN INSTAGRAM AND TIKTOK Ririn Novita Panggabean University of Indonesia, Jakarta Jalan Salemba Raya No.4, RW.5, Kenari, Kec. Senen, Kota Jakarta Pusat, Daerah Khusus Ibukota Jakarta 10430 *ririn.novita[at]ui.ac.id Abstract Social media influencers are growing rapidly along with the development of social media Instagram and Tiktok which are homes for influencers. The difference between the two social media applications Instagram and Tiktok requires brands to be able to choose the right marketing strategy to be placed on the Instagram and Tiktok social media platforms to influence the target consumer so that the marketing message that the brand wants to convey can be conveyed to the target consumer. In general, the characteristics of influencers consist of 2 models, namely the credibility of the source and the attractiveness of the source that can affect consumer trust. The characteristics of influencers are considered important in influencing consumers^ purchase intentions. The results show that physical attractiveness by an influencer does not have a significant effect on trust in influencers and the influence of trust in influencers cannot mediate the relationship between influencer characteristics and purchase intentions directly, it must be mediated first by-product attitude and loyalty to influencers. Keywords: Social Media Influencer, Tiktok, Instagram, Purchase Intention, Influencer Characteristic Share Link | Plain Format | Corresponding Author (Ririn Novita Panggabean)

134	Marketing Management	ABS-178
Customer Segmentation Analysis in Online Fashion Store using Clustering Large Application and K-Means Muthia Ramadhani (a*), Rezzy Eko Caraka (b) a) Master of Management, Faculty of Economics and Business, University of Indonesia Jl. Salemba Raya No. 4, Jakarta Pusat 10430, Indonesia *muthia.ramadhani[at]ui.ac.id b) National Research and Innovation Agency (BRIN) BJ Habibie Building, DKI Jakarta 10340, Indonesia Abstract As the competition in the online fashion industry is increasing at this time, companies have to prepare the best strategy to compete in the industry. One of the strategies is a marketing strategy to attract customers by segmenting customers to ensure the marketing strategies carried out by the company are effective to perform appropriate services and maintain loyal customers. This research aims to do a customer segmentation analysis for The Blouse, which is an online fashion store that sells clothes through e-commerce, to be able to find out the segmentation and profile of their customers. Therefore, the marketing strategy they plan can be following the needs of their customers. This research is conducted by doing the RFM analysis of the customers and also cluster analysis for each customer^s RFM values using the k-means and CLARA clustering methods. After the best clustering is determined through silhouette analysis and Dunn index, the customer clusters owned by The Blouse will be known and analyzed to find out their profile. The results show that k-means is the best clustering method to cluster RFM values of the customers. The optimum cluster number that is obtained is four with two clusters that have the best customer profile based on the RFM values. Keywords: E-commerce- Online fashion- Customer segmentation- Customer profiling- RFM model- Cluster analysis- K-means- CLARA- Silhouette analysis- Dunn index Share Link | Plain Format | Corresponding Author (Muthia Ramadhani)

135	Marketing Management	ABS-179
The Influence of Customer^s Brand Experience Towards Chatime X BT21 Collaboration on Brand Loyalty, Brand Trust, Brand Satisfaction, and Brand Love Ananda Zahra Thufailah Buchari, Fitri Aprilianty Bachelor of Business and Management, School of Business and Management, Bandung Institute of Technology, Bandung, Indonesia Abstract Chatime is a boba drink company. They provide variety of drinks and toppings. In the collaboration, they also provide new drink variants and merchandise. During the pandemic, Chatime saw a drop in sales as well as a drop in customer satisfaction. So, Chatime was implementing one of their key marketing tactics, Collaboration. They were collaborating with BT21 at the time to give the new experiences to the consumers, and it turned out to be one of their best collaborations compared to the other Chatime collaboration. However, regardless of the Chatime x BT21 collaboration, the collaboration has not been tested whether it generates loyalty and sales or not. The purpose of this study was to determine how collaboration affects the customer brand experience of Brand Trust, Brand Satisfaction, Brand Love, and Brand Loyalty. A quantitative questionnaire survey was distributed to 369 participants who had previously consumed Chatime x BT21 at least once during the collaboration period, and PLS-SEM was utilized to investigate the association between the variables. The findings showed that Brand Experience impacts Brand Trust, Satisfaction, and Love. Brand Trust and Love, impact Brand Loyalty. However, Brand satisfaction did not impact Brand Loyalty. This research provides some references for developing new collaboration and marketing methods for Chatime. This study provides several references for enhancing Chatime^s marketing strategy. The findings of this study will be useful to marketers since they will provide in-depth practical information on how brand experience may enhance Brand Loyalty through Brand Trust, Brand Satisfaction, and Brand Loyalty. Then, concentrating on how to develop brand loyalty by providing the finest experience, which may maximize earnings. Keywords: Chatime- Collaboration- Sales- Satisfaction- Brand Experience- Brand Loyalty Share Link | Plain Format | Corresponding Author (Ananda Zahra Thufailah Buchari)

136	Marketing Management	ABS-180
The Impact of E-Service Quality and E-Satisfaction to E-Loyalty Bella Nisa Rachmawati, Lili Adi Wibowo, Heny Hendrayati UNIVERSITAS PENDIDIKAN INDONESIA Abstract Introduction - E-Service Quality is one of the elements that companies use to work better to create satisfaction and generate loyalty. This study tries to reveal the impact of E-Service Quality on E-Loyalty with E-Satisfaction as a moderating effect. Purpose - This study aims to examine the effect of E-Service Quality on E-Loyalty through E-Satisfaction. Methodology/Approach - The sampling used is non-probability sampling with the type of simple random sampling. The research was conducted by distributing questionnaires to a sample of 48 Shopee customer respondents. The results of the survey analysis using multiple regression analysis. Findings - The results show that E-Service Quality directly has a significant positive effect on E-Satisfaction, E-Service Quality influences E-Loyalty through E-Satisfaction, E-Service Quality has no direct effect on E-Loyalty.. Originality/ Value/ Implication - The world is moving towards the digital era, E-Service Quality plays an important role in creating customer satisfaction that will lead to customer loyalty. Keywords: E-Service Quality, E-Satisfaction, E-Loyalty, E-Commerce Share Link | Plain Format | Corresponding Author (Bella Nisa Rachmawati)

137	Marketing Management	ABS-184
ENHANCEMENT OF SOCIAL MEDIA ENGAGAMENT AS A MARKETING STRATEGY FOR A CLOTHING AND ACCESSORIES MSME Rian Simon Samosir Faculty of Econimics and Business, Universitas Indonesia Jl. Salemba Raya No.4, RW.5, Kenari, Kec. Senen, Kota Jakarta Pusat, Daerah Khusus Ibukota Jakarta 10430 Abstract Marketing in an MSME is one of the main components to keep the MSME afloat in its market competition. Utilizing social media as a marketing strategy can increase sales and customer retention through regular interactions and time-based customer service. An MSME that sells clothing and accessories has great potential to market its products. Business Coaching is carried out on clothing and accessories MSME using a descriptive qualitative approach. Data were collected through in-depth interviews and surveys to the owners, employees, and customers of the MSMEs. The collected data were analyzed through business process analysis, business model canvas analysis, STP (Segementing, Targetting, Posistioning) analysis, internal and external analysis, and leads to a SWOT analysis. The result is the improvement of the MSMEs social media which is expected to increase customer engagement as the beginning of increasing sales. Keywords: Business Coaching, Social Media, MSME Share Link | Plain Format | Corresponding Author (Rian Simon Samosir)

138	Marketing Management	ABS-187
The Impact of TikTok on Consumer Impulsive Buying Behavior and Customer Satisfaction towards Local Fashion Brands Fadhilah Istiqomah (a*), Nurrani Kusumawati (b) School of Business and Management, Bandung Institute of Technology Jalan Ganesha 10, Bandung 40132, Indonesia *fadhilah_istiqomah[at]sbm-itb.ac.id Abstract Social media and its impact on consumers impulsive buying behavior and customer satisfaction have been extensively discussed by journals, but there are gaps in the literature that exist in terms of the social media platform, industry, research location, and variables discussed. External factors (social media marketing, electronic word-of-mouth, and media entertainment) and internal factors (hedonic motivation and trust) have a significant influence on impulsive buying behavior, according to previous research. With these external and internal factors as impulsive buying behavior dimensions, this study aims to fill research gaps by examining the impacts of TikTok and how it influences the consumer impulsive buying behavior on local fashion brands, as well as its effect on customer satisfaction as a post-purchase effect. This research employs a quantitative methodology, using an online survey technique. Respondents who were involved in this study are 260 respondents. This study^s findings reveal that electronic word-of-mouth, hedonic motivation, and trust are variables that influence impulsive buying behavior, and that impulsive buying behavior is also a factor that influences customer satisfaction. According to this research, neither social media marketing nor media entertainment had a positive impact on impulsive buying. This study fills in research gaps and expands our knowledge of the influence of TikTok on impulsive buying behavior and customer satisfaction with the outcomes achieved. Keywords: Impulsive Buying Behavior- Customer Satisfaction- Social Media Marketing, Electronic Word-of-mouth, Media Entertainment, Hedonic Motivation, Trust- TikTok- Local Fashion Brands Share Link | Plain Format | Corresponding Author (Fadhilah Istiqomah)

139	Marketing Management	ABS-188
Indonesian Millennials Online Shopping Intention During the New Normal Post Covid 19 Vidyarini Dwita (a*), Puspa Leni (b), Jumiatul Mulya (b), Megawati (a) a) Department of Management, Universitas Negeri Padang, Indonesia *vidyarini[at]fe.unp.ac.id megawati.me[at]gmail.com b) STIE Perdagangan,Indonesia puspaleni[at]gmail.com jumiatulmulya89[at]gmail.com Abstract This research investigated the interest in online shopping among Indonesian Millennials during the new normal COVID-19 epidemic. This study adds to the knowledge of the effect of familiarity with online shopping as mediated by information search on the online shopping interests of urban millennials during the new normal COVID-19 pandemic. This study is a sort of quantitative research done on urban millennials interested in online shopping amid the 2022 pandemic caused by the new normal strain of COVID 19. An online survey of urban millennials was conducted using non-probability samples obtained with purposive sampling. There were 200 respondents in the model--SmartPLS-based approaches for data analysis. The research findings show that familiarity with online shopping and information search have a positive and indirect influence on the online purchase intent of Indonesian urban millennials. Information search mediates the relationship between online shopping familiarity and online purchase intentions. To draw the attention of urban millennials to online shopping, it is essential to evaluate their familiarity with online shopping and where and how they search for information before they^re interested in purchasing online. Keywords: Online purchase intention - Online shopping familiarity- Information search - Millennial consumers- New normal Post Covid 19 Share Link | Plain Format | Corresponding Author (Vidyarini Dwita)

140	Marketing Management	ABS-192
The Influence of Brand Image and Relationship Marketing on Customer Loyalty through Customer Satisfaction Haikal Putra Rizal, Syafrizal Helmi Situmorang, Amrin Fauzi Universitas Sumatera Utara Abstract Loyalty and satisfaction are one of the determining factors for a form of business to last long or not. The business will not last long if the business owner does not pay attention to the level of loyalty and satisfaction of customers who have used the services and products of the business. Several things that can increase or decrease customer loyalty and satisfaction are brand image and relationship marketing that have been implemented by business owners. The purpose of this study is to determine and analyze directly or indirectly whether brand image and relationship marketing have an influence on customer loyalty and satisfaction at heavy.dosed, a coffee shop in Medan. This study uses a quantitative approach. The total sample taken was 140 customers at heavy.dosed coffee shop. The results of this study indicate that brand image and relationship marketing positively and significantly have a direct and indirect effect on customer loyalty and satisfaction in heavy.dosed coffee shops. Keywords: Customer, Loyalty, Satisfaction, Brand Image, Relationship marketing, Coffee Shop. Share Link | Plain Format | Corresponding Author (Haikal Putra Rizal)

141	Marketing Management	ABS-197
THE EFFECT OF FOOD QUALITY AND SERVICE QUALITY ON CONSUMER LOYALTY WITH SATISFACTION AS THE INTERVERNING VARIABLE ON AISYAH CATERING MEDAN Elzelyta Nurillah Siregar (1*), Endang Sulistya Rini (2), Beby Karina Fawzeea (2) MAGISTER MANAJEMEN, UNIVERSITAS SUMATERA UTARA Abstract This research aims to determine and analyze the effect of food quality and service quality on consumer loyalty with satisfaction as an intervening variable at Aisyah Catering Medan. The population in this research were all customer of Aisyah Catering Medan who had made a purchase at least twice, the number of which was unknown. The sampling technique used non-probability sampling method, namely purposive sampling with a total sample of 97 respondents. The instrument of this research used a questionnaire. The method used for hypothesis testing in this research is the Structural Equation Model (SEM) method. The results showed that food quality has a positive and significant effect on consumer loyalty at Aisyah Catering Medan. Service Quality has a positive and significant effect on Consumer Loyalty at Aisyah Catering Medan. Satisfaction has a positive and significant effect on Consumer Loyalty at Aisyah Catering Medan. Food Quality has a positive and significant effect on Satisfaction at Aisyah Catering Medan. Service quality has a positive and significant effect on satisfaction. Satisfaction is able to mediate the relationship between Food Quality and Consumer Loyalty. Satisfaction is able to mediate the effect of Service Quality on Consumer Loyalty. Keywords: Food Quality, Service Quality, Consumer Loyalty, Satisfaction Share Link | Plain Format | Corresponding Author (Elzelyta Nurillah Siregar)

142	Marketing Management	ABS-199
Analysis of the Presence of Augmented Reality Technology to Improve Customer Experience to Influence Purchase Intention Using the Technology Acceptance Model Approach on the Watson ID Mobile Apps User Donni Arisugewo, Sukaria Sinulingga, Fadli Universitas Sumatera Utara Abstract The development of digital technology and the rapidly increasing number of smartphone and internet usage in Indonesia are potential factors for business actors in utilizing digital technology in running their business. The emergence of many marketplaces, e-commerce or digital platforms can be utilized by business actors in marketing their products. In addition, in increasing competition, business actors must also be able to maximize the presence of technology that can help improve the experience for potential customers. One of them is the use of Augmented Reality (AR) technology. AR is an interactive technology that combines the real world with the virtual world, then projected at the same time. AR technology has started to be used in several e-commerce and will continue to grow in the future, Quantitative research methods will be used in this study, in which the data collection technique uses a questionnaire with a linkert scale. The number of respondents studied were 210 people. Then the testing technique was carried out using the Structural Equation Model (SEM). The results of this study indicate that all dimensions of the technology acceptance model except the enjoyment dimension, have a positive and significant effect on purchase intention. This means that the use of a technology such as Augmented Reality technology is expected to have the main function (usefulness) first. In addition, based on the results of the analysis, it was found that the Technology Acceptance Model is a mediator between Augmented Reality and Purchase Intention. Keywords: Augmented Reality, Technology Acceptance Model, Structural Equation Model Share Link | Plain Format | Corresponding Author (Donni Arisugewo)

143	Marketing Management	ABS-202
Quality of Service and Company Image the Influence on Customer Satisfaction (Case Study at Bank bjb Cabang Utama Bandung) Syarif Hidayat, Ratih Hurriyati, Heny Hendrayani Universitas Pendidikan Indonesia Abstract The purpose of this study was to determine the effect of service quality and Company image on customer satisfaction. This research was conducted at Bank bjb Main Branch Bandung. The independent variables studied were service quality and company image, while the dependent variable was customer satisfaction. The method used is descriptive analysis verification with data analysis technique is multiple regression analysis technique. The number of samples used is 144 respondents, which were taken based on the iteration technique. Based on the results of the study, it is known that service quality has a significant positive effect both partially and simultaneously with a contribution of 0.324 to customer satisfaction. Company image has a significant positive effect both partially and simultaneously with a contribution of 0.217 to customer satisfaction. The results of this study are expected to provide input to Bank bjb Main Branch Bandung that improving service quality and corporate image will increase customer satisfaction, through policy development related to improving service quality and image of Bank bjb Main Branch Bandung, capability and skill development programs for leaders and employees , the development of an employee recruitment system with a concern for the requirements in attitude with aspects of measuring soft aspects and hard aspects, developing product innovation and marketing strategies that involve customers, the existence of a special department to provide services to customers Keywords: service quality, company image and customer satisfaction Share Link | Plain Format | Corresponding Author (Syarif Hidayat)

144	Marketing Management	ABS-204
Analysis of The Marketing Mix Strategy on The Decision to Use Guarantee Services of Surety Bond in PT Jaminan Kredit Indonesia Medan Branch Office Kristian Stevanus Ginting (a*), Sukaria Sinulingga (b), Beby Karina Fawzeea Sembiring (b) a) Master of Management Student, Postgraduate School of Universitas Sumatera Utara b) Lecturer, Universitas Sumatera Utara *Corresponding author. Email: kristianstevanus[at]gmail.com Abstract PT Jamkrindo is one of the companies that issue surety bonds. PT Jamkrindo has experienced a decline in the use of its services over the last five years. The purpose of the study is to identify and analyze how the influence of the marketing mix in the form of products, prices, promotions, locations, people, physical evidence and process on improving service use decisions and formulating policy strategies that can be applied in an effort to increase Surety Bond Product Service Users. This research is a quantitative research with hypothesis testing using Multiple Linear Regression analysis method. Data were obtained through interviews, questionnaires, field notes, other official documents. The results showed that the service marketing mix consisting of product, price, promotion, location, people, physical evidence and process simultaneously had a significant effect on service use decisions, as indicated by the F-test value (p < 0.05). Partially, the mix of products, people and process has a significant effect on the decision to use services. Based on the results of the regression coefficient value which shows a positive value, the product mix is the variable that has the most influence on the decision to use services. Based on the coefficient of determination (R Square), it is known that 57.9% of service use decisions (Y) can be explained by product, price, promotion, location, people, physical evidence and process variables. Keywords: Marketing mix- Guarantee users- Surety bond- Policy strategy Share Link | Plain Format | Corresponding Author (Kristian Stevanus Ginting)

145	Marketing Management	ABS-206
The Influence of Marketing Public Relations and Service Quality of The Decision to Purchase Services at PT Trans Kreasindo Productions Ketthy Margaret Silaban (1*), Endang Sulistyarini (2),Beby Karina (2) 1) Master of Management Student, Postgraduate School of Universitas Sumatera Utara 2) Lecturer, Universitas Sumatera Utara * Corresponding author. Email : margaretslbn[at]gmail.com Abstract This study discusses how the influence of Marketing Public Relations (MPR) and service quality on Event Organizer companies which are for the sustainability of the company. Event Organizer companies must be able to maintain Marketing Public Relations (MPR) and the quality of their services to consumers. Marketing Public Relations (MPR) is part of a company^s public relations and also plays a role in building consumer confidence in the company^s image. Public trust can also be built by providing correct and transparent information to the public. In this study, apart from Marketing Public Relations (MPR), Service Quality is also an important factor in achieving competitive advantage. To achieve the desired service quality, service managers need fulfillment efforts in order to build relationships with costumers, basically the quality of services provided by service providers is aimed at fulfilling the needs and desires of consumers or customers of these services. The formulation of the problem of this research is whether Marketing Public Relations and Service Quality have an influence on Service Purchasing Decisions at PT Trans Kreasindo Productions. This research uses a qualitative approach and descriptive research type with a case study research method. The results of this study indicate that Marketing Public Relations and Service Quality have an influence on Service Purchasing Decisions at PT Trans Kreasindo Productions. Keywords: Marketing Public Relations, Service Quality, Purchasing Decisions Share Link | Plain Format | Corresponding Author (Ketthy Margaret Silaban)

146	Marketing Management	ABS-207
The Effect of Experience Using the RRI Play Go Streaming Radio Application on Satisfaction and Loyalty Ihza Hafizh Aljabbaru, Dr. Rulianda Purnomo Wibowo, SP., M.Ec, Dr. Sugiharto, MM., IPU Magister Management, Postgraduate School of Universitas Sumatera Utara Abstract The rapid growth of the internet has become a challenge for radio station management to be more creative and innovative in attracting listeners by providing streaming radio broadcasting services or internet radio. Radio Republik Indonesia (RRI) as a radio owned by the government of the Republic of Indonesia has also carried out the digital reform by providing streaming radio application services RRI Play Go. Although the application users in 2020 and 2021 increased dramatically compared to the previous year, it was found that many users were not loyal to using the application, also there still many reviews of user dissatisfaction with the RRI Play Go streaming radio application. This study use the Customer Apps Experience research model developed by Molinillo (2021) which analyze how much influence the Customer Experience with focus on variabels Cognitive Experience, Affective Experience, Relational Experience, and Sensorial Experience on Customer Satisfaction and Loyalty. And analyze whether Gender, Age, and Type of Device affect The Experience and Satisfaction and impact on Loyalty of the RRI Play Go application. This type of research is quantitative with descriptive data analysis using the Scructural Equation Model - Partial Least Square (SEM-PLS) technique with a total sample of 333 users of the RRI Play Go application processed using the SmartPLS 3 program. The results from this study are Cognitive Experience, Affective Experience, Relational Experience, and Sensorial Experience have a positive and significant effect on Customer Satisfaction. Customer Satisfaction has a positive and significant effect on Customer Loyalty. Gender, Age, and Type of Device have a negative and insignificant effect on Customer Experience, Satisfaction, and Loyalty. Keywords: Radio Streaming, Customer Experience, Customer Satisfaction, Customer Loyalty Share Link | Plain Format | Corresponding Author (Ihza Hafizh Aljabbaru)

147	Marketing Management	ABS-214
Analysis the Influence of Customer Value on Purchase Decisions (case study at PT Indo Webhost Kreasi, Medan City) Ary Firiansyah Lubis(a)*, Beby Karina Fawzeea Sembiring(b), Isfenti Sadalia(c) (a) Universitas Sumatera Utara, Indonesia (b) Universitas Sumatera Utara, Indonesia (c) Universitas Sumatera Utara, Indonesia *Corresponding author. Email: aryfiriansyah[at]yahoo.com Abstract One of important factor that help companies achieve their goals is the integral use of information technology. Companies that build information systems, also use for sales, not just administration. Thus, the company is looking for reliable vendors in building an integral information system. The company^s purchasing decision in determining the appropriate vendor is influenced by, among others, customer value. The purpose of this study was to see the effect of customer value on purchasing decisions. The research methodology used is descriptive quantitative with Multiple Regression Analysis approach to answer the research hypothesis. The research population is the representative of employees that becomes partner of the company with a total of 96 employees. The results of the study found that partially, Emotional Value, Social Value, Quality Value, and Cost Value partially each variable has an effect to Purchase Decisions, meanwhile all variables simultaneously has an effect on Purchase Decisions. Keywords: Customer Value, Emotional Value, Social Value, Quality Value, and Cost Value, Purchase Decisions. Share Link | Plain Format | Corresponding Author (ARY FIRIANSYAH LUBIS)

148	Marketing Management	ABS-220
Bibliometric and Patent Analysis Study in Neuromarketing Fitri Aprilianty(1*)- Yoshiyuki Matsuura(2)- Eko Agus Prasetio(1)- Hasbian Fauzy Perdhana(3) 1. School of Business and Management, Bandung Institute of Technology 2. Graduate School of Innovation and Management of Technology, Yamaguchi University 3. School of Electrical Engineering and Informatics, Bandung Institute of Technology Abstract Neuroscience has informed the marketing science in meaningful ways and the interaction between both of these sciences has helped in generating deeper insights into the consumer behavior. This has led to the emergence of a new field of study, termed as neuromarketing. Thus, the success of this neuromarketing innovation in marketing is the basis for company to maintain sustainable advantages when they confront with rapid or incremental technological changes. However, few studies have paid attention to this neuromarketing innovation evolution. Hence, reviewing the building blocks of Neuromarketing innovation is essential to evaluate its scopes and capacities, and to contribute new perspective in this field. Numerous literature reviews have been published focusing the theoretical aspect of neuromarketing. This study aims to develop a big picture by combining available literature and patent information for identification and mapping of new invention in neuromarketing in this field to become guidelines for future studies and will allow us to gain a comprehensive knowledge on the up-to-date research scopes and techniques innovation in neuromarketing. This study is considered as a merit paper in neuromarketing bibliometric analysis by incorporating Scopus and Derwent innovation index (DII) database. This study introduces the readers to this emerging field in marketing literature and practice. It gives an overview of the applications of neuroscience in addressing marketing and consumer behavior research. The article then discusses the role which neuromarketing and consumer neuroscience is expected to play in shaping the future marketing practices which are likely to advance this field in turn enhancing the rigor of the neuromarketing studies. Keywords: Neuromarketing- Patent Analysis- Bibliometric analysis-Consumer Behaviour Share Link | Plain Format | Corresponding Author (Fitri Aprilianty)

149	Marketing Management	ABS-223
The Effect of E-Service Quality and E-Trust on Repurchase Intention through E-Customer Satisfaction on Shopee E-Commerce Users Ahmad Tarmizi (1*) Amrin Fauzi (2), Syafrizal Helmi Situmorang (2) Universitas Sumatera Utara Abstract This study was conducted to determine the effect of e-service quality and e-trust on repurchase intention through e-customer satisfaction on Shopee e-commerce users. The very rapid growth of e-commerce has caused e-commerce-based companies to emerge and business competition in the e-commerce industry is getting stronger. E-commerce companies are required to be more creative and careful in determining sales strategies in order to continue to exist in this industry. The research data used in this study are primary and secondary data. Primary data comes from the results of distributing questionnaires to consumers who have used and made purchases at Shopee e-commerce. The results showed that E-service quality in e-commerce has a positive and significant influence on consumer E-satisfaction. However, consumer E-trust on e-commerce has no effect on consumer E-satisfaction. In addition, the results of research with a positive and significant influence were also found by consumer E-satisfaction on repurchase intention in e-commerce. The results of this study provide information that the better the quality of e-service from an e-commerce, the higher the consumer satisfaction (e-satisfaction), but the increase in e-satisfaction is not influenced by changes in consumer trust (e-trust). However, the e-satisfaction perceived by consumers will affect the repurchase intention of these consumers towards e-commerce. Keywords: Keywords: E-service Quality, E-trust, Repurchase Intention, E-Customer Satisfaction, E-Commerce Share Link | Plain Format | Corresponding Author (Ahmad Tarmizi)

150	Marketing Management	ABS-224
The Influence of Victoria^s Secret New Brand Image In Generating Brand Trust, Brand Prestige, Brand Love, and Brand Loyalty Zakiyah Artanti Ratnadewi (a), Fitri Aprilianty M.S.M (b) a) School of Business and Management ITB, Bandung Institute of Technology Jalan Ganesha 10, Bandung 40132, Indonesia *zakiyah_artanti[at]sbm-itb.ac.id b) School of Business and Management ITB, Bandung Institute of Technology Jalan Ganesha 10, Bandung 40132, Indonesia *fitri.aprilianty[at]sbm-itb.ac.id Abstract From 2018, Victoria Secret are facing problems because of their brand image. They got negative stigma and boycott from public, it leads to the cancellation of Victoria Secret Fashion Show and it impact to the declining of Victoria^s Secret net sales since 2018. Therefore, Victoria Secret decided to rebranding their brand image called ^Victoria Secret Collective^ with Body Positivity concept. However, they got various responses about their new brand image both in positive and negative sides and it impacted towards Victoria Secret brand loyalty. Thus, this research aim to identify the influence of Victoria Secret Rebranding to the Brand Loyalty by assessing its Brand Trust, Brand Prestige, and Brand Love. This research will be conducted using quantitative approach through online survey and use descriptive statistics with PLS-SEM to analyze the data. The result are showed that Victoria^s Secret Rebranding Brand Image has a positive influence on Brand Trust, Brand Prestige, and Brand Love- Brand Trust on Victoria^s Secret Rebranding Brand Image does not has a positive effect on Brand Loyalty- and Brand Prestige and Brand Love on Victoria^s Secret Rebranding Brand Image has a positive effect on Brand Loyalty. Keywords: Rebranding, Brand Image, Brand Trust, Brand Prestige, Brand Love, and Brand Loyalty Share Link | Plain Format | Corresponding Author (Zakiyah Artanti Ratnadewi)

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