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91 Marketing Management ABS-41

Staycation Model of Hotel Visitors in Bandung
Novia Yuliarni (a), Ratih Hurriyati (a), Bambang Widjajanta(a), Dimas Yudistira Nugraha(b)

a)Sekolah Pascasarjana Universitas Pendidikan Indonesia,
*noviayuliarni[at]upi.edu, rhurriyati[at]upi.edu, bambangwidjajanta[at]upi.edu

b)Entrepreneurship Department, BINUS Business School Undergraduate Program,
Bina Nusantara University, Bandung Campus,
Bandung Indonesia
*dimas.nugraha[at]binus.edu


Abstract

The purpose of this study is to determine the relationship between perceived value to visitor loyalty by mediating visitor satisfaction and the relationship between perceived value and price perception by mediating visitor satisfaction. This study uses quantitative methods by distributing questionnaires to respondents who have stayedcation in the city of Bandung. The results of this study show interesting results, namely the relationship between perceived value to visitor satisfaction, visitor loyalty and price perception. Limitations in this study are that this research focuses more on how the role of price and value is felt by visitors who do staycations. The novelty of this research is that there is still no research that focuses on visitor perceptions of the staycation concept.

Keywords: Perceived Value- Visitor Satisfaction- Visitor Loyalty- Price Perception

Share Link | Plain Format | Corresponding Author (Novia Yuliarni)


92 Marketing Management ABS-42

Consumers^ Behavioral Intentions to Use E-Wallet: Applying the Unified Theory of Acceptance and Use of Technology (UTAUT)
Resa Anwar1,* Ratih Hurriyati2, Bambang Widjajanta3, Vanessa Gaffar4, Heny Hendrayati 5

Universitas Pendidikan Indonesia


Abstract

Abstract-- The purpose of this study was to measure and determine the extent of intentional sustained behavioral when using an e-wallet application. This research was conducted using a data collection method with a questionnaire of 100 active consumer respondents using application e-wallet. Samples were taken using the contour formula. Testing the quality of the data in this study used the validity of the data, namely the validity test and the reliability test. The data were analyzed using multiple regression analysis tools. The results of this study: that after the test results have been carried out after analyzing that of the four supporting variables of Performance Expectations, Business Expectations, Social Influences and Facilitating Conditions, the significance of the variables is greater. Performance Expectations (0,013<0.05), Business Expectations (0,046< 0.05), Social Influence (0,000< 0.05) Facilitator Conditions (0,013<0.05). Therefore, the Unified Theory of Acceptance and Use of Technology (UTAUT) Model is very dominant on behavioral intention.

Keywords: UTAUT Behavioral Intentions Application E-Wallet

Share Link | Plain Format | Corresponding Author (Resa Nurlaela Anwar)


93 Marketing Management ABS-44

The Antecedents and Effects of Brand Community Identification on Brand Loyalty in a Human Brand^s Community
Witha Shofani Rizka, S.M. (a*), Hapsari Setyowardhani, S.E., M.M. (b)

a. School of Business and Economics, Universitas Indonesia, Salemba, Jakarta Pusat, 10430
witha.shofani[at]ui.ac.id
b. School of Business and Economics, Universitas Indonesia, Salemba, Jakarta Pusat, 10430


Abstract

To stand up for the brands they support, members of brand communities develop attitudinal and behavioral loyalty towards the brand they love, as well as ^oppositional brand loyalty^ towards other rival brands. This study identifies the antecedents of brand community identification based on the uses and gratification theory, while also examining the relationship between brand community identification and brand loyalty.

Structural equation modeling was used to test the theoretical framework based on an online survey of 329 BTS^s brand community members (ARMY) in Indonesia. The analytical results reveal that perceived human, brand, and information value of the brand social media page (Weverse) lead members to identify with a brand community and identification is a strong predictor of loyalty to the brand. Based on the analytical results, this study provides suggestions to the managers of human brands to develop values that can increase identification and loyalty towards the brand.

Keywords: Brand community, brand community identification, brand loyalty, human brand

Share Link | Plain Format | Corresponding Author (Witha Shofani Rizka)


94 Marketing Management ABS-55

A Bibliometric Analysis of Consumer Behavior Research Using Vosviewer Application
Senny Luckyardi, Ratih Hurriyati, Bambang Widjajanta

Sekolah Pasca Sarjana, Doktor Ilmu Manajemen
Universitas Pendidikan Indonesia
sennyluckyardi[at]upi.edu, ratih[at]upi.edu, bambangwidjajanta[at]upi.edu


Abstract

The purpose of this research is to perform a bibliometric analysis in terms of consumer behavior using VOS viewer software. Descriptive quantitative method was used in the research. The data used in this study was searched based on the keyword ^Consumer Behavior Research^ on Google Scholar using publish or perish software. From the search results, we found 998 articles published in the 2018-2022 range. The results show that research on consumer behavior increases in 2018-2021 but decreases significantly in 2022. In conclusion, this study shows the importance of conducting bibliometric analysis, especially in the field of consumer behavior. It is hoped that this research can be a reference for further research in conducting and determining the research theme.

Keywords: Customer Behavior, Bibliometric analysis, VOS Viewer Software, Research

Share Link | Plain Format | Corresponding Author (Senny Luckyardi)


95 Marketing Management ABS-59

THE EFFECT OF WORD OF MOUTH ON PURCHASE INTENTION (CONSUMER STUDY OF EDUCATION SERVICES MI ROUDHOTUL ILMI CIMAHI)
Abin Muhamad Farhan1,* Ratih Hurriyati2, Heny Hendrayati3,

Indonesian Education University


Abstract

ABSTRACT
Public talk about the educational product or service that is being communicated is very important, if the educational product or service it produces is good, the sense of trust will increase and make buying interest very significant. This study aims to determine how the influence of WOM carried out by MI Roudhotul Ilmi as an educational service provider on purchase intention, and to find out the hypothesis which states that there is a significant relationship between WOM and purchase intention. The research method used is quantitative. Analysis of the data used is simple linear regression. The sampling technique used is non-probability sampling, with purposive sampling as the sampling technique. Meanwhile, the number of respondents is 100 people who live in Cimahi City and have never sent their children to MI Roudhotul Ilmi. The results of this study reveal that either partially or simultaneously there is a positive and significant influence of WOM on purchase intention in consumers of MI Roudhotul Ilmi Education services.

Keywords: WOM, Purchase Intention.

Share Link | Plain Format | Corresponding Author (Abin Muhamad Farhan)


96 Marketing Management ABS-64

Mobile games impact of food marketing towards gen z
Anneu Suryani, Ratih Hurriyati, Heny Hendrayati

Universitas Pendidikan Indonesia


Abstract

This research aims to analyze the impact of mobile games in food marketing towards generation z. Purposive sampling technique was used as method sampling using questionnaires distributed to 50 respondens from generation z aged 15 - 25 years old. T test, F test, and simple linear regression were used to test the research model. The findings of this study are important for marketing practitioners as well as contribute to food marketing literatures. The result show that game repetition has positive and significant effect towards brand attitude and purchase intention. Other factors that are not explained in this study influenced the rest.

Keywords: Abstract-- This research aims to analyze the impact of mobile games in food marketing towards generation z. Purposive sampling technique was used as method sampling using questionnaires distributed to 50 respondens from generation z aged 15 - 25 years old. T test, F test, and simple linear regression were used to test the research model. The findings of this study are important for marketing practitioners as well as contribute to food marketing literatures. The result show that game repetition has positive and significant effect towards brand attitude and purchase intention. Other factors that are not explained in this study influenced the rest. Mobile games, Brand Attitude, Purchase Intention, Food marketing, Generation Z.

Share Link | Plain Format | Corresponding Author (Anneu Suryani)


97 Marketing Management ABS-65

The Influence of Service Quality and Academic Culture on Student Satisfaction During the Covid-19 Pandemic
Saifurrahman Iman Pratomo, Ratih Hurriyati, Heny Hendrayati, Dedy Suryadi

Universitas Pendidikan Indonesia


Abstract

This study aimed to determine the effect of service quality and academic culture on student satisfaction at the PTO FPTK UPI study program during the COVID-19 pandemic. The number of respondents was 32 PTO study program students from the 2019-2021 class. This study uses service quality and academic culture as exogenous variables, while student satisfaction is endogenous. Data analysis used multiple linear regression, which was processed using SPSS 23 and Microsoft Excel. The research findings partially show a significant effect between service quality and student satisfaction, although there is no significant effect on academic culture. While these two factors simultaneously have a substantial impact on student satisfaction.

Keywords: service quality, academic culture, student satisfaction

Share Link | Plain Format | Corresponding Author (Saifurrahman Iman Pratomo)


98 Marketing Management ABS-66

Analysis of Improvement Strategies Towards Agen Perisai Personal Selling Performance in BPJS Ketenagakerjaan North Sumatra Region
Dwita Ramadhini, Sukaria Sinulingga, Beby Karina

Universitas Sumatera Utara


Abstract

The number of workers registered as participants in BPJS Ketenagakerjaan only reached 42% of the working workforce (according BPS Indonesia data for February 2020). This is a challenge for BPJS Ketenagakerjaan in achieving its strategic plan targets. One of the strategic steps of BPJS Ketenagakerjaan management in an effort to accelerate the expansion of BPJS Ketenagakerjaan participation with the establishment of the Penggerak Jaminan Sosial Indonesia (Agen Perisai). However, there is a performance gap among ^Agen Perisai^, some are able to get participants with the appropriate number of targets, but some do not manage to reach the target. The ability of personal selling is thought to be one of the factors behind the phenomenon. The study is conducted with an objective of identifying effect of sales skills namely: interpersonal skills, salesmanship skills and technical skills on improvement sales performance of ^Agen Perisai^ to sale product BPJS Ketenagakerjaan in North Sumatra Region. The sampling uses random sampling. The respondent used here were the ^Agen Perisai^ from 7 branch that still active until December 31, 2021. The data collected with questionnaire. The data analysis techniques in this study uses multiple linear regression analysis. The study was identified that interpersonal skills, salesmanship skills and technical skills have influences on sales performance of ^Agen Perisai^.

Keywords: interpersonal skills, salesmanship skills, technical skills, sales performance, personal selling

Share Link | Plain Format | Corresponding Author (Dwita Ramadhini)


99 Marketing Management ABS-67

THE INFLUENCE OF BRAND IMAGE ON REPURCHASE INTENTION (STUDY OF NFT TRANSACTIONS ON OPENSEA MARKETPLACE)
Dani Kurniawan (1*), Ratih Hurriyati (2), Heny Hendrayati (3)

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


Abstract

Digital technology continues to develop rapidly, and NFT as one of the blockchain developments is very much discussed. The repurchase intention of NFT on the Opensea marketplace is an interesting issue. This article informs how brand image influences to repurchase intention in the Opensea marketplace, either partially or simultaneously. The research method in this article is quantitative and the sampling technique used is non-probability sampling, with a purposive sampling as the sampling technique. Meanwhile, the number of respondents was 102 people who had made NFT transactions on the Opensea marketplace. The results of this study reveal that there is a positive and significant influence of brand image to repurchase intention on NFT in the Opensea marketplace.

Keywords: brand image, repurchase intention, nft, opensea

Share Link | Plain Format | Corresponding Author (Dani Kurniawan)


100 Marketing Management ABS-73

Encourage Impulse Buying on E-Commerce: Using Positive Emotion and Price Discount to Tapping Into Shoppers Desires
Ira Valentina Silalahi (a*), Ratih Hurriyati (b), Bambang Widjajanta (c)

Department of Management, Universitas Pendidikan Indonesia, Bandung, Indonesia.


Abstract

The COVID-19 pandemic has changed consumer behavior in shopping towards digital rapidly. The high interest in online shopping cannot be separated from the contribution of several big cities in Indonesia. The purpose of this study is to find out how positive emotions and price discounts can influence shopper desires to encourage their impulse purchases in E-Commerce. This research using descriptive and verification research methods with a quantitative approach. The data used in this study was collected by distributing questionnaires to 270 respondents who had shopped at E-Commerce. The sampling technique used is non-probability sampling purposive sampling type. Data collection techniques using questionnaires and instrument testing techniques used are validity and reliability. Data were analyzed using classical assumption test technique, multiple linear regression analysis, correlation coefficient, determination, t test and F test. Based on the test results, it was obtained that there was a significant effect of price discount on impulse buying in E-Commerce of 0.412 or 41.2%. Positive emotion has a significant effect on impulse buying in E-Commerce by 0.459 or 45.9% then price discount and positive emotion has a significant effect on impulse buying in E-Commerce by 0.475 or (47.5%).

Keywords: Impulse Buying- Positive Emotion- Price Discount- E-Commerce

Share Link | Plain Format | Corresponding Author (Ira Valentina Silalahi)


101 Marketing Management ABS-76

GUERRILA MARKETING IN HIGHER EDUCATION THE CREATIVE PROMOTION FOR STUDENT PURCHASE INTENTION
Mirza Abdi Khairusy (a*), Ratih Hurriyati (b), Puspo Dewi Dirgantari (c), Didit Haryadi (d)

Universitas Pendidikan Indonesia, Bandung, Indonesia
Universitas Banten Jaya, Serang, Indonesia
Universitas Primagraha, Serang, Indonesia


Abstract

The research purpose was to explore guerrila marketing in higher education. The analysis method using the Structure Equation Model (SEM) with SmartPLS 3.0 through a quantitative survey design. The population in this study are new students from 21 private universities spread across the city of Serang. Guerilla marketing is an unconventional methods that focusing on a creativity. This study aims to analyze the influence of Guerilla Marketing (X) on Student Purchase Intention(Y) with Word of Mount (M) as a Moderating. The result of this study found that Guerilla Marketing has a positive and significant effect on Student purchase intention, Word of mount has a positive and significant effect on student purchase intention. The result of this study have also shown that the word of mount can be used as mediating variabel of guerilla marketing on student purchase intention

Keywords: Guerrila Marketing, Word Of Mount, Purchase Intention, Higher Education

Share Link | Plain Format | Corresponding Author (mirza khairusy)


102 Marketing Management ABS-82

THE INFLUENCE OF SERVICE QUALITY OF SERVICE PROVIDER CONSULTANT PLANNING CONSTRUCTION PLANNING ON SERVICE USER SATISFACTION
Totong Budiman, Ratih Hurriyati, Heny Hendrayati

Universitas Pendidikan Indonesia


Abstract

This study aims to determine how the description of service quality and service user satisfaction and the significant relationship between perceived service quality and service user satisfaction. The method used in this study using simple random sampling. The sample used as many as 30 respondents who are users of CV services. AK, consists of two variables with 54 questions. The data analysis technique used simple linear regression with Statistical Product for Service Solutions (SPSS) 25 computer software for windows. The findings of this study show an overview of service quality and service user satisfaction in the very high category. Service quality has a positive and significant influence on service user satisfaction.

Keywords: Service Quality- Service User Satisfaction- Construction Planning Consultant Services

Share Link | Plain Format | Corresponding Author (Totong Budiman)


103 Marketing Management ABS-85

Analysis of the effect of Celebrity Endorsements and customer experience on purchasing decisions with viral marketing as a mediating variable
Sindhu Alamsyah, Ratih Hurriyati, Heny Hendrayati

Universitas Pendidikan Indonesia
Universitas Pendidikan Indonesia
Universitas Pendidikan Indonesia


Abstract

This study aims to empirically examine the effect of celebrity endorsements and customer experience on purchasing decisions with viral marketing as a mediating variable with a case study at antapura de djati tourist location. The research method used is a quantitative technique with path analysis method. The results of this study indicate that celebrity endorsements do not have a significant influence on viral marketing and purchasing decisions, while customer experience has a significant influence on viral marketing and purchasing decisions.

Keywords: Endorsment celebrity, customer experience, viral marketing, Purchase decision

Share Link | Plain Format | Corresponding Author (sindhu alamsyah)


104 Marketing Management ABS-86

Analysis of Multichannel Service Delivery Quality on Customers^ Continued Engagement Intention A Context of Multichannel Service in Indonesia
Ediashta Narendra Amarussalam (a), Rifelly Dewi Astuti (b)

Universitas Indonesia


Abstract

Development of information and communication technologies (ICT) have led the transition of retail industries, from traditional (i.e., brick and mortar) to digital and internet-based exchanges. Further, the transition also has led to the combination of both channels to enhance seamless costumer experience, promoting a shift from siloed multichannel to integrated multichannel business. Towards the increasing attention from both academic and industrial approach, the growing of multichannel proposed to serve consumer effectively. This study adopted quantitative method approach using the conceptualization of multichannel customer experience as analytical guideline. Then, this study draws on nomological model that hypothesizes thus customer experience (containing utilitarian, aesthetic appeal and playfulness) as linking instrument between multichannel service deliver quality (MSDQ) and continued engagement intention. Supplementary, customer involvement also posits to impact customers^ experience. Perceived compatibility also posits as mediating variable between customer experience in the effect on continued engagement intention. To achieve the research objective, data collected from omnichannel restaurant shoppers in Indonesia (n=412). The founding demonstrates the model conceptualized were good predictors which impact to continued engagement intention. Limitations and implication of this study is are further discussed.

Keywords: Multichannel service, Customer experience, Customer Involvement, Perceived compatibility, Engagement intention, Service quality, Multichannel service delivery

Share Link | Plain Format | Corresponding Author (Ediashta Narendra)


105 Marketing Management ABS-89

THE INFLUENCE OF ELECTRONIC WORD OF MOUTH, IMAGE OF DESTINATIONS AND TOURIST FACILITIES ON THE DECISION TO VISIT AT SARI ATER HOTEL & RESORT SUBANG WEST JAVA
Thalita Syifa Fatimah, Ratih Hurriyati, Heny Hendrayati

Universitas Pendidikan Indonesia UPI


Abstract

This research aims to find out and explain the magnitude of the influence of Electronic word of mouth, Citra Destination, and Tourist Facilities on the decision to visit visitors at Sari Ater Hotel & Resort both simultaneously and partially. This research plan uses description and verification methods. The population in this study was visitors to the Alam Sari Ater Hotel & Resort Incidental Hot Spring attractions. The sampling technique used in this study was probability sampling with 300 respondents. The sampling technique used is purposive sampling. This study used SEM (structural equation model). The findings in this study are that electronic word of mouth have a positive and significant influence on visiting decisions. The destination^s image has been a positive and significant effect on the decision to visit. Tourist facilities have positive and significant effects on the decision to visit. Overall the image of the destination has a dominant effect on visiting decisions rather than the electronic word of mouth and tourist facilities

Keywords: Destination Image, Tourist Facilities, E-WOM, Visiting Decision

Share Link | Plain Format | Corresponding Author (Thalita Syifa Fatimah)


106 Marketing Management ABS-95

Factors Affecting Continuance Intention to Reuse Telemedicine Application
Elizabeth Stefani Sitohang

Master of Management, Faculty Economics and Business, University of Indonesia


Abstract

The aim of this research is to identify the main factors predicting the satisfaction with Telemedicine Applications and customers^ intention to reuse such applications in Indonesia. To reach this goal, a survey was built using specific constructs to measure the perception of Telemedicine Applications, the extended version of Unified-Theory-of-Acceptance-and-Use-of-Technology (UTAUT) and combined with the perspectives of perceived privacy, perceived security, and trust. The sample was composed of 235 populations who have used Telemedicine Applications from different backgrounds and data were analyzed using Partial Least Approach.
The research results confirm that performance expectancy, hedonic motivation, and trust have positive and significant impact on e-satisfaction- performance expectancy, habit, and e-satisfaction have positive and significant impact on continuance intention to reuse- perceived security have a positive and significant impact on trust- also e-satisfaction have a positive and significant impact on habit. The path analysis results confirm the partial mediating roles of e-satisfaction in the relationship between performance expectancy and continuance intention with habit in the relationship between e-satisfaction and continuance intention. Moreover, the full mediating roles of e-satisfaction in the relationship between hedonic motivation and continuance intention with trust and e-satisfaction in the relationship between perceived security and continuance intention. This research presents practical implications relevant to academics and practitioners working in areas related to Telemedicine Applications.

Keywords: UTAUT2, Perceived Privacy, Perceived Security, Trust, E-satisfaction, Continuance Intention, Telemedicine Applications

Share Link | Plain Format | Corresponding Author (Elizabeth Stefani Sitohang)


107 Marketing Management ABS-97

APPLICATION OF AN EXTENDED MODEL OF GOAL-DIRECTED BEHAVIOR TO THE EFFECT OF COVID-19 VIRUS RISK PERCEPTION AND VACCINE IMPLEMENTATION ON THE INTENTION TO STUDY OFFLINE
Gatot Iwan Kurniawan (a*), Ratih Hurriyati (b), Disman, Dani Dagustani (c)

(a) Universitas Pendidikan Indonesia
Jl. Dr. Setiabudi No.229, Isola, Kec. Sukasari, Kota Bandung, Jawa Barat 40154
* gatot.iwan[at]ekuitas.ac.id
(b) Universitas Pendidikan Indonesia
Jl. Dr. Setiabudi No.229, Isola, Kec. Sukasari, Kota Bandung, Jawa Barat 40154
(c) Universitas Pendidikan Indonesia
Jl. Dr. Setiabudi No.229, Isola, Kec. Sukasari, Kota Bandung, Jawa Barat 40154
(d) Sekolah Tinggi Ilmu Ekonomi Ekuitas
JL. P.H.H. Mustopa No.31 Bandung
West Java, Indonesia


Abstract

The goal of this study is to look at students^ plans to study offline during the Covid-19 pandemic. The extended goal-directed behavior model (EMGB) is used in this study, which integrates two constructs: perception of Covid-19 risk and Covid-19 vaccination. The information was gathered using an online poll that included 362 respondents from 67 universities across Bandung. Subjective norm and pleasant anticipated emotion had a substantial impact on the willingness to study offline, according to the findings. Meanwhile, the desire was unaffected by attitude or apparent behavioral control. The desire and behavioral intention are not directly affected by the impression of the covid-19 virus^s risk, but the perception of the Covid-19 vaccination is significant. The study^s findings offer government authorities, university administrators, and the pandemic response committee realistic advice on how to facilitate educational activities during a pandemic.

Keywords: covid-19, vaccine, study offline, model of goal-directed behavior

Share Link | Plain Format | Corresponding Author (Gatot Iwan Kurniawan)


108 Marketing Management ABS-104

Patient Satisfaction Level of Chronic Illness National Health Insurance To Pharmaceutical Services One Pharmacy in Bandung City
Kamelia Agustini (a) (b), Ratih Hurriyati (c), Bambang Widjajanta (d), Akhmad Priyadi (e),

Department of Management, Universitas Pendidikan Indonesia, Bandung, Indonesia (a,c,d), Department of D-3 Farmacy, Akademi Farmasi Bumi Siliwangi, Bandung, Indonesia (b), Universitas Bhakti Kencana Bandung (e)


Abstract

One of the quality services is by looking at the level of customer or patient satisfaction. Making efforts to improve the quality of service is absolutely necessary from the level of patient satisfaction. The purpose of this study was to determine the level of satisfaction patients with chronic diseases to pharmaceutical services on pharmacy in Bandung City. This patient satisfaction analysis uses 5 dimensions: responsiveness, reliability, assurance, empathy, and tangible. The method used is descriptive quantitative by distributing questionnaires consisting of 19 questions to 134 National Health Insurance patients with chronic diseases who redeem drugs at one of the pharmacies in the city of Bandung. The results showed that the level of suitability of the dimensions of responsiveness was 79.07%, reliability 79.07 %, assurance 81.08 %, empathy 77.72 %, and tangibles 83.73 % with an average satisfaction level of 80.13% with an index very satisfied category.

Keywords: Patient satisfaction, quality of pharmaceutical services, National health Insurance patients, Servqual

Share Link | Plain Format | Corresponding Author (Kamelia Agustini)


109 Marketing Management ABS-105

ANALYSIS OF THE EFFECT OF SERVICE QUALITY, INTEREST RATE, AND COLLATERAL ON KUPEDES DEBTOR LOYALTY THROUGH DEBTOR SATISFACTION AS INTERVENING VARIABLES (Case Study of PT Bank BRI Medan Denai II)
Rina Engelin Siagian (1), Sukaria Sinulingga (2), Amrin Fauzi (2)

Master of Management, University of North Sumatra
rinaengel89[at]gmail.com


Abstract

Credit service can be defined as an act of a person against another person through the presentation of credit in accordance with what the customer needs and wants. The loyalty of bank debtors is a factor supporting the progress of every bank in the banking world. Many factors affect loyalty, including service quality, interest rates and collateral. Satisfaction is also an important factor in increasing debtor loyalty.
This research is causal research using quantitative methods which aims to analyze the effect of service quality, interest rates and collateral on debtor loyalty mediated by debtor satisfaction. The population in this study were all Kupedes credit customers at PT Bank Rakyat Indonesia, Tbk Unit Medan Denai II. Determination of the sample using the Slovin formula in order to obtain 188 research samples. The data collection instrument used a questionnaire and the data analysis used path analysis.
The results showed that service quality had a positive and significant effect on satisfaction (t count X1 (4,907) > t table). Interest rates have a negative and significant effect on satisfaction (t count X2 (-2.013) > t table). Collateral has no effect on satisfaction (t count X3 (1,590) > t table). Satisfaction has a positive and significant effect on loyalty t count Z (15,880) > t table). Service quality has a positive and significant effect on loyalty t count X1 (4.650) > t table). Interest rates have a negative and significant effect on loyalty (t count X2 (-2.674) > t table). Collateral has no effect on loyalty (t count X3 (1.161) > t table). Satisfaction succeeded in mediating the effect of service quality and interest rates on loyalty, while satisfaction could not mediate the effect of collateral on loyalty.

Keywords: Service quality, interest rate, collateral, loyalty, debtor Satisfaction

Share Link | Plain Format | Corresponding Author (RINA ENGELIN SIAGIAN)


110 Marketing Management ABS-115

^THE INFLUENCE OF SITE QUALITY ON REPURCHASE INTENTION ^
Bambang Widjajanta, Fitri Yanti, Puspo Dewi Dirgantari

Universitas Pendidikan Indonesia


Abstract

^The purpose of this research is to study consumer perceptions of the ease of using the Bukalapak.com application. The survey was conducted on Bukalapak consumers in Indonesia with a population of 2,501,900 Facebook followers on Bukalapak.com. The results of the research using questionnaires reveal that research on site quality is quite good and can be applied by the Bukalapak.com site to attract consumers to repurchase intention. So that when consumers hear the Bukalapal.com site, consumers will not hesitate to make the purchase process through the Bukalapak.com site.

Keywords: Keywords: site quality, repurchase intention, customer Bukalapak.com. ^

Share Link | Plain Format | Corresponding Author (Bambang Widjajanta)


111 Marketing Management ABS-118

INFLUENCE OF BRAND IMAGE ON NOTEBOOK PURCHASE DECISION
Puspo Dewi Dirgantari, Eni Susanti, Bambang Widjajanta

Universitas Pendidikan Indonesia


Abstract

^In today^s technological era, the need for electronics is indispensable to help human work. Computers and laptops are electronic devices resulting from technological developments. In marketing, companies must be able to compete with other companies, one of which is in increasing the brand image of a product. If the brand image of a product is good, then the purchase decision will increase. The type of research used is descriptive and verification with explanatory survey method and the research design used is cross sectional method. The data analysis technique used is simple linear regression with Statistical Product for Service Solutions (SPSS) 28.0 software for windows. Based on the results of data analysis conducted, it can be concluded that brand image has a positive effect on purchasing decisions with a high category influence.

Keywords: Brand Image, Purchase Decision^

Share Link | Plain Format | Corresponding Author (Puspo Dewi Dirgantari)


112 Marketing Management ABS-120

The Influence of Customer Experience on The Purchase Intention of the Music Stream Application on Spotify Users in Indonesia
Pepen Supriatna (1*), Ratih Hurriyati (2), Heny Hendrayati (3)

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


Abstract

Spotify ranked first with the highest market share. However, Spotify posted considerable losses. Low purchase intention is alleged to be the cause of the losses suffered by Spotify. In this case, it is hoped that improving customer experience can trigger user purchase intentions, ultimately impacting sales and profit levels. This writing aims to determine the influence of customer experience on purchase intentions in Spotify Indonesia users. Research methods in this scientific work are carried out quantitatively. The sampling technique is nonprobability, with purposive sampling as the sampling technique. Meanwhile, the number of respondents was 70 people who were domiciled in Indonesia and had used Spotify. While the data analysis technique used is simple linear regression analysis. This study^s results reveal a positive and significant influence of customer experience on purchase intentions in Spotify Indonesia users.

Keywords: Customer experience, purchase intention, spotify

Share Link | Plain Format | Corresponding Author (Pepen Supriatna)


113 Marketing Management ABS-125

The Effects of E-Service Quality and Perceived Risk on Purchase Decisions Using the PayLater Payment Method
Kharisma Dearika Irsanyya (a*), Ratih Hurriyati (b), Heny Hendrayati (c)

Program Studi Manajemen Pascasarjana
Universitas Pendidikan Indonesia


Abstract

The PayLater feature has become a more convenient and straightforward alternative to digital credit payments. However, the growth of this credit card service users is typically unstable and occasionally begins to decline. Multiple types of complex requirements are believed to make it difficult for users to comply. This study aims to study the effect of service quality and perceived risk using the PayLater payment method on purchase decisions for e-commerce services, as well as the impact of e-service quality and perceived risk on purchase decisions using the PayLater payment method among people in West Java. This research employs a descriptive quantitative approach. In order to collect data, a questionnaire was distributed online via Google Form to as many as 30 social media users in West Java. All data processing in this study was performed using Microsoft Excel 2013 and SPSS 26 software for Windows.

Keywords: Kualitas Pelayanan Digital (E-Service Quality), Persepsi Risiko (Perceived Risk), Keputusan Pembelian (Purchase Decision), Paylater

Share Link | Plain Format | Corresponding Author (Kharisma Dearika Irsanyya)


114 Marketing Management ABS-126

Acceptance of the UTAUT Model on Customer Behavioral Intentions Using Mobile Digital Application
Teuku Dhani Al Ramdhani (a*), Ratih Hurriyati (b), Heny Hendrayati (b)

a) Universitas Pendidikan Indonesia, Bandung, Indonesia
b) teuku.al[at]gmail.com


Abstract

The development of information technology that drives the cellular telecommunications industry is faced with the condition that it must continue to strive to provide the best service for its customers. The Covid-19 condition also contributed greatly to the acceleration of the shift in technology needs towards digital technology. With these facts, this study aims to examine the public^s acceptance of effort expectations, performance expectations, social influences, facilitating conditions and behavioral intentions of customers to use digital mobile applications which in this case is the MyTelkomsel application. This study uses the UTAUT (The unified theory of acceptance and usage technology) technology acceptance model with data collection techniques through a survey-based empirical study of 210 respondents who use the MyTelkomsel application in Kalimantan, using the purposive sampling method. The results showed that the facilitation condition had a positive and significant effect on intentional behavior, while the variables of performance expectation, effort expectation and social influence had no significant effect on intentional behavior.

Keywords: Effort Expectations, Performance Expectations, Social Influence, Facilitating Conditions, Customer Behavioral Intentions, UTAUT (The Unified Theory of Acceptance and Usage Technology)

Share Link | Plain Format | Corresponding Author (Teuku Dhani Al Ramdhani)


115 Marketing Management ABS-128

Analysis of Consumers Behavioral Intention in Using Mobile Banking Through UTAUT Model Approach
Mohamad Herdi Faizal1, Ratih Hurriyati2 & Heny Hendrayati3

Universitas Pendidikan Indonesia, Bandung, Indonesia


Abstract

Banking business has undergone significant changes in this era of digital transformation. This situation encourages the banking industry to create more flexible procedures, organizational structures, and business models as a means to embrace the competition. In response to this, this research aims to understand the role of UTAUT model, which consists of Performance Expectancy, Effort Expectancy, and Social Influence on the Behavioral Intention of Bank Mandiri^s consumers in using mobile banking. The data were collected through a survey-based empirical study on 200 users of New Livin by Mandiri application in West Java using convenience sampling method. This research used descriptive analysis with path analysis and Smart PLS tools. The result indicates that the variables Performance Expectancy, Effort Expectancy, and Social Influence have positive effects toward Behavioral Intention, but Performance Expectancy and Social Influence are the ones giving the most significant effects. Theoretical findings also prove that Performance Expectancy is a very significant factor in influencing one^s intention to use mobile banking.

Keywords: mobile banking, behavioral intention, the unified theory of acceptance and usage technology (UTAUT)

Share Link | Plain Format | Corresponding Author (Mohamad Herdi Faizal)


116 Marketing Management ABS-131

EFFECT OF MARKETING MIX 4P ON CAR PURCHASE DECISION (Case Study on Suzuki Ertiga car customers)
Ahmed Almukhtar(1*), Ratih Hurriyati(2), Heny Hendrayati(3)

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


Abstract

The main problem in this study is whether the marketing mix has a positive and significant effect on purchasing decisions, The research method used is quantitative analysis which aims to determine the simultaneous significant influence between the Marketing Mix which consists of Product, Price, Distribution and Promotion variables on Purchase Decisions at PT. Nustantara Jaya Sentosa. This variable is a multiple variable, namely (1) Product, (2) Price, (3) Distribution, (4) Promotion and (5) Purchase Decision. Data was collected by distributing questionnaires to consumers, and this data was analyzed quantitatively mainly SPSS 28. A total of 12 customers who have purchased the cars, were contacted for data collection. The study is based on primary and secondary data.

Keywords: Marketing Mix (Product, Price, Distribution and Promotion), Purchase Decision

Share Link | Plain Format | Corresponding Author (Ahmed Almukhtar Hamid)


117 Marketing Management ABS-133

TECHNOLOGY ACCEPTANCE MODEL (TAM) IN USING E-PROCUREMENT
Khandinar Shidik Megantara (a), Prof. Dr. Hj. Ratih Hurriyati, M.P., (b) Dr. Heny Hendrayati, S.IP., M.M. (b)

Faculty of Economics and Business Education, Universitas Pendidikan Indonesia, Jl. Dr. Setiabudi No.229, Indonesia


Abstract

This study was conducted to analyse application of technology acceptance model and the determinants of an e-procurement system^s success as well as its impact on perceived transparency from the supplier^s perspective. This study answers both questions by applying a covariance-based structural equation modelling approach to analyse the survei data.

Keywords: technology acceptance model, e-procurement- information system success

Share Link | Plain Format | Corresponding Author (Khandinar Shidik Megantara)


118 Marketing Management ABS-135

PERCEIVED EASE OF USE AND PERCEIVED USEFULNESS OF INTENTION IN SHOPPING ONLINE BANDUNG
Mohamad Reza Nurpratama (1*), Ratih Hurriyati (2), Aceng Gima Sugiama (3), Bambang Widjajanta (4), Rini Larasati Irawan (5)

1) Universitas Pendidikan Indonesia
*mohamadrezanurpratama[at]upi.edu
2) Universitas Pendidikan Indonesia
ratih[at]upi.edu
3) Politeknik Negeri Bandung
gima.sugiama[at]polban.ac.id
4) Universitas Pendidikan Indonesia
bambangwidjajanta[at]upi.edu
5) Universitas Pendidikan Indonesia
ririn[at]upi.edu


Abstract

Keywords: Online Shopping- Intention to Use- Perceived Ease to Use- Perceived Usefulness.

Share Link | Plain Format | Corresponding Author (Mohamad Reza Nurpratama)


119 Marketing Management ABS-139

Analysis of the influence of lifestyle, customer value, customer experience, and brand image on customer loyalty cosmetics Oriflame PT. Orindo Alam Ayu moderated satisfaction.
Sri Yanti Kristin Sinaga(1), Linda T.Maas(2), Beby Karina F Sembiring(3)

Magister of Management
North Sumatera University
Jalan Civitas Akademika, Kampus USU Padang Bulan, Medan Baru, North Sumatera


Abstract

Customer loyalty to repurchase has an important role in maintaining the viability of an increasingly competitive company so that retaining customers means improving financial performance and maintaining company viability. Many factors affect customer loyalty, including lifestyle, customer value, customer experience and brand image.The present study is a quantitative one aimed at analyzing the effect of Lifestyle (X1), Customer value (X2), Customer experience (X3) and Brand image (X4) on customer loyalty for Oriflame cosmetics (Y) moderated by satisfaction. The population included the customers in last 1 year as of 2247. The sampling method used the Slovin formula so there were 96 samples. Method of data used a questionnaire. The collected data were then analyzed by a multiple linear regression which included simultaneous F test, partial t test, R determination test and multiple regression equation.The results of the study prove that lifestyle, customer value, customer experience and brand image have a significant influence on customer loyalty either partially or simultaneously. It is indicated by F-count ((51.607) > F-table (2.19) and sig-p (0.000) <0.05. the customer satisfaction was successful to moderate the effect of lifestyle, customer value, customer experience and brand image on cosmetic customer loyalty. The conclusion of the study is that customer loyalty to repurchase cosmetic products is strongly influenced by lifestyle, customer value, customer experience and brand image and customer satisfaction further increases customer loyalty.

Keywords: Lifestyle, customer value, customer experience, brand image, Loyalty, Customer satisfaction

Share Link | Plain Format | Corresponding Author (Sri Yanti Kristin Sinaga)


120 Marketing Management ABS-145

The Multi-sensory Marketing Effect on Buying Intention of PT Sari Coffee Indonesia (Starbucks Indonesia) in the COVID-19 Pandemic Era
Salman Al Farizi, Fitri Aprilianty*

School of Business and Management, Institut Teknologi Bandung
Jl. Ganesa No.10, Lb. Siliwangi, Coblong, Bandung City, Jawa Barat 40132, Indonesia
*Corresponding author. Email: fitri.aprilianty[at]sbm-itb.ac.id


Abstract

The coffee industry is growing rapidly in Indonesia, which prompts the presence of coffee shops or café brands, one of which is Starbucks Indonesia. A multi-sensory marketing strategy has been implemented as a strategy to improve customer perception and customer behaviour as well as sales. However, the large-scale social restrictions due to the COVID-19 pandemic have limited the implementation of multi-sensory marketing at Starbucks Indonesia café. This paper aims to investigate the implementation of multi-sensory marketing and to test the effect of multi-sensory marketing on the buying intention of Starbucks Indonesia in the COVID-19 pandemic era. The authors conducted the research methodology in qualitative and quantitative approaches. The authors conducted an interview, netnography, and observation as a qualitative approach for data collection, as well as a survey of 200 respondents as a quantitative approach. For data analysis, open coding and triangulation validation were used for the qualitative approach, and PLS-SEM and correlation analysis were conducted for the quantitative approach. The results reveal positive relationships between multi-sensory marketing and buying intention, with brand experience as a major role mediator. Furthermore, 6 paths of the customer journey are formed that mediate multi-sensory marketing to buying intention. This research contributes to neuromarketing and customer research by providing empirical evidence for the importance of multi-sensory marketing to customer buying intention. The results give valuable insights into the effectiveness of multi-sensory marketing in generating memorable brand experiences that impact brand performance in the COVID-19 pandemic era. Furthermore, the findings add to our understanding of how multi-sensory marketing has affected the Indonesian café market.

Keywords: Brand Experience, Brand Image, Brand Loyalty, Brand Satisfaction, Buying Intention, COVID-19, Multi-sensory Marketing, Price Premium, Starbucks Indonesia.

Share Link | Plain Format | Corresponding Author (Salman Al Farizi)


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