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61 Marketing Management ABS-3

THE IMPACT OF UKRAINE^S WAR ON RUSSIAN PRODUCTS^ PURCHASE AND BOYCOTT INTENTION: AN INDONESIAN^S PERSPECTIVE
Usep Suhud (a), Mamoon Allan (b)

(a) Faculty of Economics, Universitas Negeri Jakarta
(b) Faculty of Archeology and Tourism, Jordan University


Abstract

There are no products with brands originating from or affiliated with Russia circulating in Indonesia. However, the impact of the Russian attack on Ukraine deserves to be studied in the context of consumer behaviour. This study measures the effect of consumer animation and product judgment on Indonesian consumers^ purchase intention and boycott intention of Russian-made products. Data is collected in Jakarta by involving consumers over the age of 20. In total, 216 participants took part in this study. The data were processed by applying exploratory factor analysis and a structural equation model. As a result, consumer animosity plays a significant role in shaping product judgment, purchase intention, and boycott intention. In addition, product judgment also significantly influences purchase intention and boycott intention.

Keywords: Boycott intention, consumer boycott, Indonesian consumers, product judgment, Ukraine^s war

Share Link | Plain Format | Corresponding Author (Usep Suhud)


62 Marketing Management ABS-4

Trade-in Promotion and Its Effect on Brand Loyalty and New Vehicle Purchase Intention
Usep Suhud (a)- Pier Palestrini (b)- Mamoon Allan (c)-

(a) Faculty of Economics, Universitas Negeri Jakarta, Indonesia
(b) LSPR Communication and Business Institute, Jakarta, Indonesia
(c) Faculty of Archaeology and Tourism, Jordan University, Jordan


Abstract

Four-wheeled vehicle sales agents carry out various kinds of promotions to attract the attention of old customers, for example, by using trade-in promotion, a program of exchanging an old vehicle owned by a customer of the same brand for a new vehicle. This study examines the effect of trade-in promotion, promotion awareness, attitude toward a purchase, and brand loyalty on purchase intention. The data was collected in Jakarta by involving the owners of four-wheeled vehicles of the Toyota brand. A total of 270 participants were included in the survey, and they were selected using the convenient sampling method. The data were processed using exploratory and structural equation models. As a result, seven hypotheses were accepted that trade-in promotion affected promotion awareness, purchase intention, and attitude toward purchase. In addition, brand loyalty was influenced by promotion awareness and attitude toward a purchase, and purchase intention was influenced by attitude toward purchase and brand loyalty. The study of trade-in promotion has not received the attention of researchers in the field of marketing. Therefore, this finding fills the existing gap.

Keywords: Automotive product, brand loyalty, promotion awareness, promotional tools, trade-in promotion

Share Link | Plain Format | Corresponding Author (Usep Suhud)


63 Marketing Management ABS-5

When Celebrities Sell Cakes: The Impact of Celebrity and Brand Credibility on Consumer Purchase Intentions
Usep Suhud (a)- Ani Nur Kumaladewi (b)- Mamoon Allan (c)-

(a) Faculty of Economics, Universitas Negeri Jakarta, Indonesia
(b) LSPR Communication and Business Institute, Jakarta, Indonesia
(c) Faculty of Archaeology and Tourism, Jordan University, Jordan


Abstract

At one time, there was a phenomenon where Indonesian celebrities opened cake shops, created brands, and opened branches in many cities. They do their marketing by relying on social media and the publicity of special television shows that indulge in the lives of celebrities and famous people. Research on this topic is still rarely explored. This study examines the effect of celebrity credibility, brand credibility, brand attitude, and advertisement attitude on purchase intention. Data collection was conducted in Jakarta involving 280 participants, and they were selected using the convenient sampling method. The data was processed using exploratory factor analysis and a structural equation model. As a result, brand credibility influenced advertisement attitude and brand attitude. In addition, celebrity credibility affected brand attitude, and brand attitude affected purchase intention. This study deepens the study of celebrity marketing.

Keywords: brand attitude, celebrity credibility, celebrity marketing, celebrity credibility, publicity attitude

Share Link | Plain Format | Corresponding Author (Usep Suhud)


64 Marketing Management ABS-7

Visiting Experience to Amusement Park for Young Visitors: How Can They Be Affected?
Eko Susanto (a*), Hari Mulyadi (b), Chairul Furqon (b), Mega Fitriani Adiwarna Prawira (c)

(a) Fakultas Pendidikan Ekonomi dan Bisnis, Universitas Pendidikan Indonesia- Jurusan Administrasi Niaga Politeknik Negeri Bandung
(b) Fakultas Pendidikan Ekonomi dan Bisnis, Universitas Pendidikan Indonesia-
(c) Politeknik Pariwisata NHI Bandung


Abstract

This study aims to predict the loyalty model of young amusement park visitors, composed of visitor experiences, partial factors of service quality, and technology adoption. The study used the Partial-Least Square (PLS) Structural Equation Model by surveying 192 amusement park visitors in Indonesia. This study has conclusively found that the loyalty model of amusement park visitors can be significantly influenced by the visiting experience factor, which is built on assurance, responsiveness, convenience, and usefulness of technology. An amusement park is a special place for young people in developing countries to enjoy the latest technological advances, and there is even an element of learning in their visiting activities. Uniquely, in developing countries, a visit to the amusement park becomes an experience that is closely related to learning the latest technology while looking for thrill sensations. The results of this study can be pragmatically used to strengthen the integration model of service quality theory and the Technology Acceptance Model in the universe of consumer behavior. For amusement park managers, this study provides simple suggestions on suitable operational designs for young visitors.

Keywords: visitor experiences- technology adoption- PLS- amusement park- destination

Share Link | Plain Format | Corresponding Author (Eko Susanto)


65 Marketing Management ABS-264

MARKET ANALYSIS ON MAN MADE TOURIST ATTRACTION IN INDONESIA
Haryadi Darmawan

Politeknik Pariwisata NHI Bandung


Abstract

Tourism has become one of the national leading economic sector that is currently targeted for 20 million tourists and foreign expend at 240 trillion rupiah in 2019. Tourism can be defined as a series of multidimensional and multidisciplinary activities as a form of the needs of each person and the country and interaction between tourists and the local community, fellow travelers, Government, Local Government, and employers. Based on such understanding, the Republic of Indonesia government sees that the tourism sector as a business activity both macro (destination scale) and micro (scale enterprise / business unit).

According to the National Statistic Berau (BPS,2013), the total of national domestic tourist has reached 250.036.370 travel activities with the dominant motivation is visiting relative (57%) and recreation (22%). When they are doing their recreation, there are three (3) type of destination that has been their main destination- nature, culture and manmade. The man made destination has become the second largest motivation (14,6%) compare to the nature destination (20,75%).
Manmade tourist attraction has become the main attraction for domestic tourist especially attraction that is related to water (water park), animal (zoo) and theme park. From the observation, manmade tourist attraction has developed mostly in the capital city of Indonesia and the region and has become the main attraction for family segment. This aim of this research is to define the behaviour of the of the tourist that can be use in developing the market and the man made attraction.

This research conducted by descriptive methods using the descriptive and explanatory survey towards 100 respondents (domestic tourist) every province in 13 provinces in Indonesia. The main variable for the research are geographical, demographic, physiological and behavioristic aspects.

The interesting result of this research are 1) the domestic tourist mostly are only traveling inside the provinc

Keywords: manmade attraction and domestic tourist

Share Link | Plain Format | Corresponding Author (Haryadi Darmawan Darmawan)


66 Marketing Management ABS-15

Building a Quality Digital Patient Experience Based on Innovation in Dental and Oral Health Services Facilities
Julia Famor Pratami, Ratih Hurriyati, Vanessa Gaffar, Bambang Widjajanta

Universitas Pendidikan Indonesia
Jalan Dr. Setiabudhi no 229 Bandung, Indonesia
juliafamorpratami[at]upi.edu
ratih[at]upi.edu
vanessagaffar[at]upi.edu
bambangwidjajanta[at]upi.edu


Abstract

Digitalization has begun to emerge in the health care industry as an effort to overcome the issues related to access to health services. Thus, this study aims at examining the relationship between innovation, quality of health care, and digital patient experience in dental health care facilities in West Java. Data collection was carried out using an online survey involving 214 patients spread throughout West Java, in which the data were analyzed using linear regression and path analysis. The findings reveal that innovation and quality of health services had a significant role in realizing digital patient experience. In addition, there was an indirect influence between the quality of health services and the digital patient experience through innovation. The novelty of this research is the testing and analysis of the relationship between innovation, quality of health care, and digital patient experience in a conceptual model, which was carried out at health care facilities in West Java as a unit of research analysis.

Keywords: digital patient experience, quality of health services, innovation, healthcare

Share Link | Plain Format | Corresponding Author (JULIA FAMOR PRATAMI)


67 Marketing Management ABS-271

Development of digital marketing strategies in micro, small and medium enterprises in Tasikmalaya Regency
Laksmie Wulan Enies, Agus Rahayu, Vanessa Gaffar, Lili Adiwibowo

Universitas Pendidikan Indonesia


Abstract

Rapidly expanding information technology has an impact on the community by enabling a range of commercial endeavors, both big and small, to be known to the world^s public. The most noticeable effect is that it can enhance sales volume and profit in addition to being known. The goal of this research is to examine community product firms^ digital marketing tactics and to create e-Commerce-based distribution channels for micro, small and medium enterprise in Tasikmalaya region. With the existence of social media, some of micro, small and medium enterprise have started to receive a lot of orders, so that sales volume is increasing rapidly compared to sales in the old way. Digital marketing is seen as the best medium as the most effective means of promotion and efficient and able to increase sales volume significantly.

Keywords: Digital Marketing, SMES, Sales Increase, Home Industry

Share Link | Plain Format | Corresponding Author (Laksmie Wulan Anies)


68 Marketing Management ABS-17

THE INFLUENCE OF SELF ESTEEM AND SELF CONTROL TOWARD COMPULSIVE BUYING ON Z GENERATION
Abid Datul Mukhoyaroh1*, Ria Arifianti2, Tetty Herawaty2, Rivani2

1. Universitas Pesantren Tinggi Darul Ulum and Universitas Padjadjaran
2. Universitas Padjajaran
*Coresponding Author Email: abiddatul[at]fia.unipdu.ac.id


Abstract

Compulsive buying is a continuous and repetitive purchase as the main response of events and negative feelings of customers. It is difficult to stop and potentially has led to severe financial problems. In general, this study aims to analyze the influences of self-esteem and self-control towards compulsive buying on Z generation. This sectional study was using direct interview technique with questionnaires as a tool to collect the data. The research location was in Jombang District. The study was conducted from January to April 2022. The samples of this study are 90 respondents of Z generation that were taken using the quota sampling technique. The data was analyzed using SEM method through Smart-PLS program. Based on the results, there are low compulsive buying tendencies of all respondents. There is a significant positive effect on self-esteem toward compulsive buying. The self-control has a significant positive effect towards compulsive buying.

Keywords: Compulsive buying, Self-esteem, Self-control

Share Link | Plain Format | Corresponding Author (Abid Datul Mukhoyaroh)


69 Marketing Management ABS-18

Exploring the definition of WOM, Word of mouth communication media, and influencer marketing: A Literature Review
Arum Wahyuni Purbohastuti(a*), Ratih Hurriyati(b), Bambang Widjajanta (b),Vanessa Gaffar(b)

Universitas Pendidikan Indonesia, Jl. Dr. Setiabudhi No.229, Cidadap, Isola, Sukasari, Isola, Kec. Sukasari, Kota Bandung, Jawa Barat 40154
Universitas Sultan Ageng Tirtayasa, Jl. Raya Palka Km 3 Sindangsari, Pabuaran, Kab. Serang Provinsi Banten


Abstract

The definition of word of mouth (WOM) has developed from time to time along with the development of advances in information and technology so WOM is currently being carried out more using online media. In addition, influencer marketing is part of the spread of word of mouth to introduce various types of products to consumers. The method used in this study is a literature review on the Scopus, EBSCO, and ProQuest websites using the advanced search. The analyzed documents are limited to the types of research articles from 2012-to 2022, English-language articles in the field of social science, and open access. The results of the literature review process, articles from Scopus, EBSCO, and ProQuest were 1,049. after that, it is more specific based on documents, social science, and open access with a total of 20 articles. The 20 articles were analyzed one by one so that the articles that fit the limits to be analyzed became 11 articles. The 11 articles can be analyzed based on the variables taken in the research, the definition of WOM and e-WOM, and the communication media used by influencers and companies to spread word of mouth.

Keywords: Influencer marketing, Word of Mouth (WOM), e-WOM, and Literature review.

Share Link | Plain Format | Corresponding Author (Arum wahyuni purbohastuti)


70 Marketing Management ABS-19

Factors Affecting The Adoption of Solar Home System Technology in Indonesia
Andika Raharjo (a*), Maya Ariyanti (a), Heppy Millanyani (a)

a) Faculty of Economic and Business, Telkom Univeristy, Bandung, Indonesia
*andikanurfajri[at]student.telkomuniversity.ac.id


Abstract

Electricity consumption is increasing every year. Unfortunately, this increase is not supported by the supply of electricity-producing natural resources such as oil and coal. Therefore, it is necessary to start using renewable natural resources to produce electricity. One of the renewable natural resources that can produce electricity is sun or solar energy.

Indonesia has a lot of potential for solar energy. The Indonesian Ministry of Energy and Mineral Resource has set a target for the use of solar energy through sales and purchase of Solar Power Plants. Unfortunately, from the start it was planned in 2010 the sales and purchase of the solar power plant has not been met yet. One of the reasons this target has not been met yet is because the interest in adopting, buying, and using the solar power plant of Indonesian people is still considered low.

The present study aimed to examine the factors that affect peoples interest in adopting the Solar Home System Technology (solar power plant that are installed in peoples homes) based on the TPE framework (Technology, Personal, and Environment) and their repurchase intention whether buying another solar home system or increasing the capacity installed. The data will be collected from in-depth interview with customers or users of the home solar system in Indonesia.

Based on previous research, the Technology, Personal, and Environment aspect is affecting peoples interest in adopting new technology. The repurchase intention is mostly affected by their satisfaction and after sales service from the technology provider. This research suggests the government and companies that operating in renewable energy to enhance peoples awareness about technology, personal, and environmental aspects of the solar home system.

Keywords: Renewable Energy- Solar Home System- Electricity- TPE Framework- Technology Adoption- Repurchase Intention

Share Link | Plain Format | Corresponding Author (Andika Nurfajri Raharjo Putra)


71 Marketing Management ABS-275

The Effect Interactive Marketing in Forming E-Loyalty
R. Hurriyati, DA Nabila, PD Dirgantari

Universitas Pendidikan Indonesia


Abstract

Every company in the e-commerce fashion competing to launch a strategy to build customer loyalty in order to maintain a sustainable competitive advantage. This research was conducted with the aim of knowing the effect of interactive marketing on e-loyalty through a questionnaire instrument. The research sample taken is as many as 200 respondents using purposive sampling technique.analysis technique in this study is verification using the Structural Equation Model (SEM) with the help of the IBM SPSS AMOS 26.0 for Windows application. The results show that interactive marketing has a positive effect on e-loyalty.

Keywords: E-Commerce

Share Link | Plain Format | Corresponding Author (Ratih Hurriyati)


72 Marketing Management ABS-276

EFFECT OF E-COMMERCE ON BUSINESS GROWTH IN MSME ENTREPRENEURS JEANS CIHAMPELAS BANDUNG
Dian Herdiana Utama

Universitas Pendidikan Indonesia


Abstract

For several years e-commerce has become a major concern for economic observers because it has an important role in the digital era related to business growth. The purpose of this study was to find out the description of e-commerce and business growth in MSME entrepreneurs Jeans Cihampelas and the description of e-commerce on business growth. A survey was conducted on SME Jeans Cihampelas entrepreneurs in Bandung City with a population of 63 jeans entrepreneurs. The results of the study using path analysis revealed that e-commerce had a positive influence on business growth for MSME entrepreneur Jean Cihampelas, Bandung City. This is indicated by the value of farithmetic > ftable which is 31.844 > 2.56 which causes Ho rejected. This means that e-commerce is a fairly good trigger simultaneously for business growth. This shows that the better the knowledge about e-commerce, the better the growth of the Cihampelas jeans SMEs business in the city of Bandung. Business processes at the MSME scale are expected to use an understanding of e-commerce more incentives so that they can increase business growth.

Keywords: E-Commerce, MSME, Business Process

Share Link | Plain Format | Corresponding Author (Rd. Dian Herdiana Utama)


73 Marketing Management ABS-21

Marketing in Indonesia Islamic Banking and Finance: A Systematic Literature Review
Wenda Wahyu Christiyanto(a,b)*, Ratih Hurriyati(a), Bambang Widjajanta(a), Vanessa Gaffar(a)

a) Fakultas Pendidikan Ekonomi dan Bisnis, Universitas Pendidikan Indonesia
Jl. Dr. Setiabudi 229, Bandung 40154, Indonesia
*wenda.dewantara[at]gmail.com
b) STIE PGRI Dewantara Jombang
Jl. Prof. Moh. Yamin 77, Jombang 61471, Indonesia


Abstract

Islamic banking has a long history in Indonesia, and it is frequently researched in numerous studies, particularly from the viewpoints of economics, finance, and accounting. On the other hand, there have been few marketing studies on Islamic banking in Indonesia. Furthermore, studies on commercial banks dominate marketing studies on Islamic banking. Marketing research on Islamic Rural Banks, Islamic Finance, Islamic Cooperation, and other Islamic microfinance institutions, on the other hand, has been sparse. Due to the disparity in market share between Islamic and conventional banking in Indonesia, academics have reviewed studies on the marketing of Islamic banks in the country. In economics, finance, and accounting, previous academics did a literature review on Islamic banking in general. The authors, on the other hand, did a literature review on the marketing of Islamic banks in Indonesia, including commercial and microbanks. This study does a thorough literature review to discover prior studies^ literature. Articles were selected from Proquest, Science Direct, Emerald, Taylor Francis, and EBSCO databases. Only ten articles are connected to marketing in Islamic banking in Indonesia, according to the title, abstract, and content of the 224 articles that match the search string that has been identified. This study explains (i) the different research designs and methodologies used by researchers to study marketing in Islamic banks in Indonesia, (ii) the theories used by researchers to explain marketing studies in Islamic banks in Indonesia, and (iii) the variables involved in the Marketing study in Islamic banks in Indonesia. In addition, this work provides a marketing-related model for Islamic banking in Indonesia, which might be extended further for future research.

Keywords: Islamic Bank- Islamic Finance- Indonesia- Marketing- Systematic Literature Review

Share Link | Plain Format | Corresponding Author (Wenda Wahyu Christiyanto)


74 Marketing Management ABS-277

Influence of Instagram eWOM on Visiting Decisions Lembang in New Normal Era
L.A. Wibowo, R. Andari & S. Oktavia

Universitas Pendidikan Indonesia


Abstract

The decision of tourists to visit is the need for a destination to be able to maintain its existence, therefore the decision to visit becomes an urgency in this study. The purpose of this study was to obtain an overview and influence of the eWOM dimension on Instagram accounts on the decision to visit several tourist destinations in Lembang during the new normal era. The research method used to determine the effect of each eWOM dimension on visiting decisions is the quantitative method of path analysis. The research was conducted by taking a sample of 110 tourists and processing the data using SPSS for Windows software. The research that has been done suggests that eWOM has a significant simultaneous influence on the decision to visit Lembang tourist destinations in the new normal era.

Keywords: eWOM

Share Link | Plain Format | Corresponding Author (Lili Adi Wibowo)


75 Marketing Management ABS-22

How the Gamification Loyalty Program Affects Customer Behavior: A Literature Review
Ani Rakhmanita, Ratih Hurriyati, Vanessa Gaffar, Agus Rahayu, Lili Adi Wibowo, Bambang Widjajananta

Universitas Pendidikan Indonesia


Abstract

Over the past two decades, research on the gamification of e-marketing, has received a lot of attention of researchers. There is no comprehensive review that provides an overview of the gamified loyalty program applied to e-marketing. The aim of this paper is to review gamified loyalty programs and identify research gaps in this area as well as prepare a future research agenda. A systematic literature review method was used in this study. Data taken from IEEE, Science Direct, Scopus,Emerald, Wiley, Mdpi, and Springer published between 2010 and 2022 reviewing 32 selected articles. The authors found that there are some areas that have not been explored in previous research. There is great potential for theoretical expansion and theory development in this area. This research contributes in defining a gamified loyalty program on a mobile application. Disclosing a gamified loyalty program is beneficial in enhancing the branded app experience, increasing branded app engagement, and increasing more active points redemption. Next, we diagnose the need for further research on what theories are used in gamified loyalty programs and the barriers to implementing gamified loyalty programs. There is no comprehensive/integrated review exploring gamified loyalty programs in previous studies. This review seeks to provide deeper insights, which help us to contribute to the development of the field of customer relationship management, particularly the gamified loyalty program.

Keywords: Loyalty Program-Gamification-Consumer behaviour

Share Link | Plain Format | Corresponding Author (Ani Rakhmanita)


76 Marketing Management ABS-278

THE EFFECT OF INFORMATION QUALITY AND ONLINE CUSTOMER REVIEW ON INTENTION TO USE
Lisnawati, M. Aris, & R. Hurriyati

Universitas Pendidikan Indonesia


Abstract

This study aims to determine the effect of Information Quality and Online Customer Review on Intention to Use. The type of research used is descriptive and verification, namely by describing and explaining the variables studied and then drawing conclusions. The dependent variables in this study are Intention to Use (Y), Information Quality (X1) and Online Customer Review (X2) as independent variables. The population in this study were visitors to the Zomato website in Indonesia. The research method used in this research is the explanatory survey method. The data analysis technique used to determine the influence and relationship in this study is multiple regression analysis techniques and hypothesis

Keywords: Online Customer Review, Intention to Use, Information Quality

Share Link | Plain Format | Corresponding Author (lisnawati lisnawati)


77 Marketing Management ABS-23

User Behavioral Intention Model of E-Wallet
Made Ayunda Sukma Primantari (a*), Rita Komaladewi (b), John Sihotang (c)

Master in Management Program, Faculty of Economy and Business, Padjadjaran University, Bandung, Indonesia


Abstract

The adoption of Financial Technology (FinTech) products has grown rapidly not only driven by the internet and technology nowadays, but also reinforced by policies regarding the encouragement of the cashless payment movement. The strategy of cash-burning has been widely practiced by FinTech companies since the beginning to attract the interest of users. Nevertheless, this kind of promotion strategy is now starting to be abandoned. Not only reduced promotions, the high risk of using fintech also has the potential to hinder user intentions.
This research seeks to discover the influence of promotion and perceived risk on user intention. An online survey was conducted on 120 e-wallet users in Bandung. The research model was built based on theories and literature review on related studies, which was then tested using SEM-PLS. The results showed that promotion and perceived risk have significant influence on user intention. This study revealed that sales promotion has the strongest impact among all types of promotions. It was also discovered that in the context of perceived risk, the privacy risk was considered more of a concern than security risk. The findings in this study are expected to help e-wallet companies in order to increase user intentions, which can have a good impact on the number of users in the future.

Keywords: Perceived Privacy Risk- Sales Promotion- User Intention- E-Wallet

Share Link | Plain Format | Corresponding Author (Made Ayunda Sukma Primantari)


78 Marketing Management ABS-280

The Effect of Brand Image on Shopee^s Customer Loyalty
Intan Permana (a), Billy Reza Wahyudin (b*), Nizar Alam Hamdani (c), Didit Supriyadi (d)

a) Fakultas Kewirausahaan, Universitas Garut
Jalan Terusan Pahlawan, Kab.Garut, Indonesia
b) Fakultas Kewirausahaan, Universitas Garut
Jalan Terusan Pahlawan, Kab.Garut, Indonesia
*24081120006[at]fkwu.uniga.ac.id
c) Fakultas Ekonomi, Universitas Garut
Jalan Raya Samarang, Kab.Garut, Indonesia
d) Fakultas Ekonomi, Universitas Singaperbangsa Karawang
Jl. HS. Ronggowaluyo, Kab.Karawang, Indonesia


Abstract

This research was conducted to determine whether there is a relationship between brand image and customer loyalty to Shopee platform services. Researchers used a causal research design on 58 respondents who were Shopee platform users. The data analysis technique is a simple linear regression with the SPSS version 26. Brand Image has a significant effect on customer loyalty. This shows that the stronger the influence of the brand image, the more customer loyalty will increase. This research is a development in the form of applied theory. This research also provides information about a linear relationship between brand image and customer loyalty. The author hopes for further research in order to further develop the research.

Keywords: Brand Image- Customer Loyalty

Share Link | Plain Format | Corresponding Author (Intan Permana)


79 Marketing Management ABS-25

Omni Channel^s Preferences To Strengthen Tourism Villages As Eco Tourism Destinations
Yeni Yuniawati, Rini Andari, Gitasiswhara, Rijal Khaerani

Universitas Pendidikan Indonesia


Abstract

The occurrence of the Covid-19 pandemic has accelerated the digitization of the world at all aspects and levels. The tourism industry is one of the most affected sectors. This can be seen from the decrease in the number of tourist visits which also have a direct impact on various jobs in the tourism sector. For the recovery of the tourism sector, the government seeks to gradually open tourist attractions starting from the application of the CHSE (cleanliness, healthy, safety, and environmental sustainability) protocol in tourist attractions and normalization by increasing market interest. One of the programs that have been implemented is the Virtual Travel Fair.
The use of virtual tours is very helpful in conveying information about the location of an area or tourist destination. Information media can virtually increase the attractiveness of visitors (Setiawan, 2019). Virtual tours can be a solution in promoting Tourism Villages in the midst of the Covid-19 pandemic. The wider digital marketing strategy is expected to restore tourist visits. Therefore, tourism managers must realize that digital marketing is a very important marketing model in attracting tourists.
Nowadays tourist destination managers must understand and master digital marketing as one of the most effective marketing products and services. Digital marketing using the internet not only benefits marketers to simplify and expand their marketing reach, but is also very useful for tourists to make it easier for them to choose and get the information they need about tourism products and make it easier for them to order and buy.
Tourist villages are currently one of the attractive choices for domestic and foreign tourists. Tourists will tend to avoid crowded places and choose natural attractions and tourist villages are considered to have these criteria. The number of tourists using multiple channels is also increasing, making it a complex challenge for destination managers to provide a smooth and optima

Keywords: Omni channel, digital marketing, tourism village, tourism destinations

Share Link | Plain Format | Corresponding Author (Rijal Khaerani)


80 Marketing Management ABS-26

Influence Of Sosial Media (Instragram) and Destination Image to Increase Tourist Visit Interest to Tourist Objects cpugg (Ciletuh Palabuhanratu Unesco Global Geopark)
Andri Mauladi

UPI (Universitas Pendidikan Indonesia)


Abstract

Influence Of Sosial Media (Instragram) and Destination Image to Increase Tourist Visit Interest to Tourist Objects cpugg (Ciletuh Palabuhanratu Unesco Global Geopark)

Purpose: research to determine the extent of the influence of social media Instagram and destination image in increasing tourist interest in tourist visits to CPUGG (Ciletuh Palabuhanratu Global Geopark).

Design/methodology/approach: Research Design The type of research used in this research is explanatory research. The variables studied in this study consisted of three variables, namely the independent variable, namely social media Instagram, the intervening variable, namely the image of the destination, and for the dependent variable, namely interest in visiting. Data collection methods and measurement scales in this study used a questionnaire, using the Structural Equation Modeling Structural Equation Model (SEM) analysis tool in the AMOS application.

The results of the study: Instagram social media had a positive and significant effect on visiting interest, Instagram social media had a positive and significant effect on destination image, destination image had a positive and significant impact on visiting interest, and Instagram social media had a positive and significant impact on visiting interest mediated by image. destination.

Keywords: CPUGG-DISPAR Kab. Sukabumi

Share Link | Plain Format | Corresponding Author (Andri Mauladi)


81 Marketing Management ABS-28

The Effect Of Customer Value On Customer Retention At Merdeka Toyota Dealers
Sumardi,Ratih Hurriyati, Heny Hendrayati

Universitas Pendidikan Indonesia
Universitas Pendidikan Indonesia
Universitas Pendidikan Indonesia


Abstract

ABSTRACT
This study aims to analyze the effect of customer value on customer retention. This study uses an explanatory research type with 43 respondents from vehicle maintenance customers at Merdeka Toyota dealers as the population. The data were analyzed using spss 25 regression. The results showed that customer value had a positive and significant effect on customer retention. Customer value must always be improved, developed, and created new values according to customer needs and expectations for the development and growth of the company in the future.

Keywords: Customer Value, Customer Retention,Toyota Car Care Customers

Share Link | Plain Format | Corresponding Author (sumardi mardi)


82 Marketing Management ABS-284

The Role of the Memorable Tourism Experience in Creating Tourist Behavioral Intention
Gamma Bhakti Pradana (1*), Ratih Hurriyati (2) , Heny Hendrayati (3)

1) Universitas Pendidikan Indonesia
2) Universitas Pendidikan Indonesia
3) Universitas Pendidikan Indonesia


Abstract

Karimunjawa National Park is faced with low behavioral intentions from visiting tourists. Low behavioral intentions can harm a tourist destination. The main purpose of this study is to prove the influence of memorable tourism experiences on behavioral intentions in Karimunjawa National Park during the adaptation period of new habits. This study focused on measuring the memorable tourism experience of behavioral intentions in Karimunjawa National Park, especially in improving the development of Karimunjawa National Park marketing strategies. The data collection method uses questionnaires. The sample was obtained from 110 respondents using purposive sampling techniques. The respondents in this study were Indonesian domestic tourists who had visited Karimunjawa National Park during the adaptation period of new habits. The statistical analysis used in this study is a multiple linear regression analysis techniques using the SPSS 26 application. This study showed that the seven-dimensional memorable tourism experience had a simultaneous and partial effect on behavioral intentions.

Keywords: Memorable Tourism Experience, Behavioral Intention, Karimun Jawa National Park

Share Link | Plain Format | Corresponding Author (Gamma Bhakti Pradana)


83 Marketing Management ABS-285

ROLE OF CONSUMER ENGAGEMENT AS MEDIATOR BETWEEN SOCIAL NETWORK MARKETING AND CONSUMER PURCHASE INTENTION
M. Meki MUNAWAR, Ratih HURRIYATI , Disman DISMAN, Vanessa GAFFAR, Erni MARTINI, M Irfan HADI, Adhi PRASETIO

1,2,3,4Universitas Pendidikan Indonesia, Bandung, Indonesia
1STIE Dr. KHEZ Muttaqien, Purwakarta, Indonesia
5,6,7School of Economic and Business Telkom University Bandung, Indonesia


Abstract

The objective of this study is to analyze the relationship between social network marketing, consumer engagement, and puchase intention from the perspective of mobile users in Indonesia. Furthermore, this research also aims to determine whether consumer engagement plays a mediating role between the social network marketing and purchase intention. This research use 210 samples with purposive sampling techniques. This study employs a quantitative approach by distributing a five-point questionnaire on a Likert scale and used Stuctural Equation Model (SEM) for testing the hypothesis. Based on the results of data processing, social network marketing has a significant impact on consumer purchase intention. Social network marketing has a significant impact on consumer engagement. Consumer engagement has a significant impact on consumer purchase intention. Consumer engagement plays a role as a mediating variable between social network marketing and purchase intention. The results of this research provide insight into empirical evidence of the practical use of social network marketing, consumer engagement and purchase intentions in the mobile service operator industry in developing countries. Additional discussions are addressed in the paper.

Keywords: Consumer Engagement, Social Network Marketing, Purchase Intention, SEM

Share Link | Plain Format | Corresponding Author (Muhammad Munawar)


84 Marketing Management ABS-286

Proposing a Model to Link Content Type, Emotion and Consumer Engagement Behavior
Erni Martini, Ratih Hurriyati, Mokh Adib Sultan, Puspo Dewi Dirgantari

Universitas Pendidikan Indonesia


Abstract

The purpose of this study is to propose a conceptual model that predicts the role of emotion as a variable that mediates the relationship between content type and consumer engagement behavior on social media. Research that has investigated the results of research on content types with consumer engagement behavior, especially in social media, has been very developed nowadays. However, only a few studies have been conducted to assess the mediating impact of emotions on content type and consumer behavior. This study uses the basic theory of Stimulus Organism Response (SOR) to conceptualize and operationalize the research construct. This conceptual model is new in the social media literature that examines the relationship between consumer engagement, emotion, and content type simultaneously. This model also predicts engagement behavior mediated by emotions that social media users feel after consuming brand-generated content.

Keywords: Social Media, Engagement Behavior, Content Type, Emotional State, E-Commerce

Share Link | Plain Format | Corresponding Author (Erni Martini)


85 Marketing Management ABS-32

Student Satisfaction as a Marketing Strategy: A Case Study of Students at a University with Excellent Accreditation in Bandung City, Indonesia
Yogi Suprayogi (a*), Ratih Hurriyati (b), Bambang Widjajanta (c)

(a) Universitas Pendidikan Indonesia, Bandung, Indonesia
*yogi.suprayogi[at]upi.edu


Abstract

The purpose of this research is to help universities find out the factors that can increase student satisfaction so that universities can be chosen amid intense competition between universities. The quantitative method is used by distributing online 105 questionnaire respondents who are undergraduate students majoring in Management at a superior university in the city of Bandung, Indonesia. The questionnaire data were then processed using the PLS-SEM data analysis technique. The results of the study found that service quality affects university brand image, and university brand image becomes a mediating variable that affects student satisfaction. Service quality through university brand image mediation variables perceived by students will increase student satisfaction. It is hoped that in the future this research will have an impact on universities to develop marketing strategies with a focus on these factors that can increase student satisfaction so that universities can compete.

Keywords: Marketing, service quality, university brand image, student satisfaction

Share Link | Plain Format | Corresponding Author (Yogi Suprayogi)


86 Marketing Management ABS-288

TRIPLE LAYERED BUSINESS CANVAS MODEL AS A STRATEGY FOR IMPROVING MSME BUSINESS PERFORMANCE IN WEST JAVA
Ratih Hurriyati- Ahim Surachim- Sulastri- Lisnawati

Universitas Pendidikan Indonesia


Abstract

The development of the Indonesian fashion industry has entered the era of fast fashion, where public demand for fashion needs continues to increase, and nowadays fashion is not just a body protector, but has become a social status. In fact, 60% of local fashion products are still inferior to foreign products, even though the total gross domestic product (GDP) in the textile and apparel industry has an average increase of 2.8% in the last ten years, in addition to the difficulty of competitiveness for MSME actors due to environmental impacts. Fashion where 20% of the water waste to the world today comes from the fashion industry. This needs to be addressed immediately by implementing an effective and environmentally friendly business strategy. The method used for this research is to use a qualitative approach using the descriptive analytical method. Strategy formulation techniques use SWOT analysis and Triple Layered Business Model Canvas (TLBMC) for environmental and social oriented development of Yan An SMEs. Through the application for the TLMBC method to Yan An, it is hoped that it can produce a new value based on environmental and social aspects. This new value can later become product differentiation that can be used as a long-term strategy to overcome competitiveness. This strategy is carried out in order to increase capital from an investment plan or to follow up on the acquisition strategy that has been decided for the next process. The application of the triple layered business model canvas (TLBMC) can help SMEs to create new value.

Keywords: Fashion industry, SWOT analysis, triple layered Business Model Canvas

Share Link | Plain Format | Corresponding Author (Ratih Hurriyati)


87 Marketing Management ABS-289

empirical study of the effect of behavioral intentions using omnichannel retailing services on consumer happiness
L.Lisnawati- S. Sulastri

Universitas Pendidikan Indonesia


Abstract

The challenge of marketing through offline retail during the COVID-19 pandemic has positioned the decline in consumer purchasing power for shopping goods, this has an impact on buying interest in shooping products increasingly competitive. The enactment of regulations restricting the number of offline outlets operating and restricting regulations on shorter operating hours is a challenge for the retail industry. Omnichannel marketing as a solution for companies and consumers in buying and selling goods even though there are various limitations of physical interactions. The adoption of Omnichannel Experience Behavior by consumers is crucial in increasing customer happiness in the retail industry during a pandemic. This study aims to determine how the description and behavior model of acceptance of omnichannel experience technology in efforts to increase customer happiness in the retail industry during the COVID-19 pandemic. The research method used is descriptive and verification. The research population is retail product consumers who buy products through Omnichannel marketing. The research sample was 200 respondents with data analysis techniques using the Structural-Equetional Model.

Keywords : Customer Experience, Customer Happiness, Omnichannel, Omnichannel Experience.

Keywords: Customer Experience, Customer Happiness, Omnichannel, Omnichannel Experience.

Share Link | Plain Format | Corresponding Author (lisnawati lisnawati)


88 Marketing Management ABS-35

Analysis of Milennial Consumer Behavior in Choosing a Coffee Shop
Tuti Anggraeni*1, Ratih Hurriyati*2, Disman*3, Bambang Widjananta*4, Puspo Dewi Dirgantar*5

1,2,3,4,Universitas Pendidikan Indonesia, Bandung
1Universitas Winaya Mukti, Bandung


Abstract

ABSTRACT
The coffee shop business is a promising business, in the midst of intense competition, coffee shop entrepreneurs are required to be able to manage the products sold and their services, besides that entrepreneurs must be able to understand and understand the tastes of consumers. This study aims to examine the behavior of coffee shop consumers seen from aspects of coffee drinking patterns, consumer satisfaction and loyalty preferences. The research was conducted in 2 coffee shops, namely Kawan Coffee Shop, which is located on Jl. Imam Bonjol No.48, Lebakgede, Coblong District, Bandung City, West Java 40132 and Sejiwa Coffee Shop which is located on Jl. Progo No.15, Citarum, Kec. Bandung Wetan, Bandung City, West Java 40115. This research uses a quantitative research design conducted by survey methods on 145 Millennial consumers at Kawan Coffee Shop and 127 Millennial consumers at Sejiwa Coffee shop which were obtained through systematic sampling techniques through the calculation of the Cochran formula. The data were analyzed using a frequency distribution table. The results show that the behavior of millennial coffee buying patterns at Kawan Coffee Shop is based on location, while at Sejiwa Coffee shop is based on a comfortable atmosphere, while the benefits that customers are looking for when visiting a coffee shop for Kawan Coffee Shop is a good taste. for at Sejiwa Coffee shop is because you enjoy the atmosphere it has to offer. As for the purchase pattern for other distributions, the two Coffee Shops have the same highest value. It can be concluded that for the buying pattern, the role of location and market segmentation is important for the two Coffee Shops. Meanwhile, in terms of consumer preferences, the most preferred types of drinks are Espresso based and Manual Brew. Then regarding satisfaction and loyalty, most consumers are satisfied after visiting a coffee shop and are interested in making repeat visits.

Keywords: Keywords: Millennial Behavior, Purchase

Share Link | Plain Format | Corresponding Author (Tuti Anggraeni Anggraeni)


89 Marketing Management ABS-38

THE EFFECT OF ELECTRONIC WORD OF MOUTH AND BRAND IMAGE ON PURCHASE DECISION ON CONSUMERS OF J&T EXPRESS DELIVERY SERVICES
Jordy Alexi Yohans(1*), Ratih Hurriyati(2), Heny Hendrayati(3)

1*) Universitas Pendidikan Indonesia
2) Universitas Pendidikan Indonesia
3) Universitas Pendidikan Indonesia


Abstract

Purchasing decisions are important issues that need to be considered in the competition delivery services. Electronic word of mouth (eWOM) and brand image needs to be managed by J&T Express, where both factors become information channels that can influence consumer purchasing decisions. The purpose of this study is to find out the influence of eWOM and brand image on purchase decisions of consumers J&T Express Delivery Services in Bandung City both partially and simultaneously. Research methods in this writing are implemented quantitatively. The sampling method used is non-probability sampling with a purposive sampling technique. Meanwhile, the number of respondents is 100 people who live in Bandung City and have used J&T Express delivery services. The results of this study revealed that both partially and simultaneously there was a positive and significant influence of eWOM and brand image on purchase decisions in consumers of J&T Express delivery services in Bandung City.

Keywords: Electronic word of mouth, Brand image, Purchase decision

Share Link | Plain Format | Corresponding Author (Jordy Alexi Yohans)


90 Marketing Management ABS-39

THE INFLUENCE OF SOCIAL MEDIA AND E-WOM ON TOURISTS INTENTION TO REVISIT TELUK KILUAN, LAMPUNG.
Rina Suprina (a*, b), Mayagina Bangun (b), Ratih Hurriyati (a), Vanessa Gaffar (a)

a) Universitas Pendidikan Indonesia
Jl. Setiabudi No. 229, Bandung, Indonesia
*rinasuprina[at]stptrisakti.ac.id
b) Trisakti School of Tourism
Jl. IKPN, Tanah Kusir Bintaro, Jakarta, Indonesia


Abstract

The purpose of this study is to analyze the use of social media and E WOM by tourists in Teluk Kiluan, Lampung, and to examine their effect on revisit intention. The independent variables are the use of social media and E WOM. The dependent variable is tourists^ revisit intention. Data was obtained through the distribution of questionnaires to tourists. The research method used was descriptive quantitative with multiple linear regression analysis. The influence of social media and EWOM on tourists^ revisit intention was tested using the F test to examine the simultaneous effect and the T-test to examine the partial effect. The results of the study showed that the use of social media by respondents was high, with a mean value of 3.19 (scale of 1-4). The use of electronic word of mouth (e-WOM) by respondents was also high, with a mean value of 3.09 (scale of 1-4). The respondents^ revisit intention was high, with a mean value of 3.09 (scale of 1-4). There was a fairly strong relationship between social media and E-WOM with revisit intention. The coefficient of determination showed that social media and e-WOM affected revisit intention by 45.1%, while the remaining 54.9% was influenced by other factors not included in this study. The hypothesis test results showed that social media and e-WOM had a simultaneous effect on revisit intention. The manager of the Teluk Kiluan as a tourist destination is recommended to continue developing and maintaining the quality of the tourist destination so that the tourists^ expectations obtained through e-WOM meet the actual experience.

Keywords: social media, E-WOM, revisit intention, Teluk Kiluan

Share Link | Plain Format | Corresponding Author (Rina Suprina)


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