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121	Marketing Management, Relationship Marketing, Service Marketing	ABS-92
Marketing Strategy : The Effect of Positioning and Advertising Effectiveness on Social Media to Purchase Decision R Hidayat, Agus Rahayu, L.A wibowo, Leni C, Ati M, Universitas Pendidikan Indonesia Telkom University Abstract The increasing number of internet users in the world and Indonesia, in particular, has made many applications emerge, one of which is a social media application that is currently often used for marketing a product & service. Many social media options can be used with a variety of different social media features that were needed for studies or research that can determine which of these social media is useful for digital-based marketing. Besides, the determination of social media positioning seen from its effectiveness component will be necessary for information for the company and individual start-ups to determine marketing strategies. This study uses confirmatory factor analysis, Importance Performance Analysis, effectiveness index, and multiple linear regression analysis tools. The purpose of this study is to determine the extent of empathy, persuasion, impact, and communication dimensions to shape the effectiveness of advertising on social media, and the size of the positioning of each of social media, and how much influence the efficacy and positioning of each social media on purchasing decisions for consumers in purchasing products through online. The results showed that the dimensions of empathy, persuasion, impact, and communication helped shape the effectiveness of advertising on social media. Where the four sizes are quite active and have different positioning in advertising their products. Therefore the efficacy and positioning of various social media can influence consumers^ decisions to use social media online Keywords: Please Just Try to Submit This Sample Abstract Share Link | Plain Format | Corresponding Author (Rahmat Hidayat)

122	Marketing Management, Relationship Marketing, Service Marketing	ABS-98
The Influence of Service Quality and Competitive Advantage on Customer Satisfaction (Survey of Rancaupas Wana Wisata) Nenden Siti Rochmah, Heny Hendrayati, Ratih Hurriyati Universitas Pendidikan Indonesia Abstract Customer satisfaction at Wana Wisata Ranca Upas is still relatively low due to inadequate facilities. This study aims to determine the effect of service quality and competitive advantage on customer satisfaction. The population in this study were tourists as many as 110 respondents through the non-probability sampling technique of simple random sampling method. The data collection for this research was in the form of distributing questionnaires to tourists who had visited the Rancaupas Tourism Area. the data analysis technique used is descriptive analysis and inferential analysis with multiple regression as hypothesis testing. The results of the study show that there is a significant influence between service quality and competitive advantage on customer satisfaction. Implications and suggestions for Rancaupas Tourism Ecotourism are suggested to improve service quality and increase competitive advantage in order to increase tourist satisfaction. Keywords: Competitive Advantage, Service Quality, Customer Satisfaction, Tourism, Wana Wisata Rancaupas Share Link | Plain Format | Corresponding Author (Nenden Siti Rochmah)

123	Marketing Management, Relationship Marketing, Service Marketing	ABS-102
How can Perceived Usefulness and Perceived Ease Of Use Influence Purchase Decision on Netflix Indonesia? Reminta Lumban Batu, Fajar Ramadhan, Salim Siregar, Sherliana Halim, Danang Kusnanto Universitas Singaperbangsa Karawang Abstract Technological developments make companies experience increasingly fierce competition. Netflix, as an SVOD company with the most significant Technological developments, makes companies experience increasingly intense competition. Netflix, as an SVOD company with the most important number of users in the world, does not necessarily put Netflix in the first position for SVOD services in Indonesia. Netflix employs a strategy of understanding the customer experience. Perceived ease of use and perceived usefulness can influence technology use. This study aims to analyze the effect of perceived effectiveness and perceived ease of use on purchasing decisions for the Netflix application mediated by attitude toward using. The research uses quantitative research with descriptive and verification approaches. The population of this study is Netflix subscribers, with a sample of 384 respondents calculated using the Issac-Michael formula. The study used a nonprobability sampling technique with a purposive sampling approach. The analysis method uses the Structural Equation Model (SEM) with Lisrel 8.72 and SPSS 21 tools. The results showed that perceived usefulness and ease of use positively and significantly affected purchasing decisions through an attitude toward using 0.77. The benefit felt by Netflix users in the form of effectiveness and user convenience in the form of ease of learning and using the application will give a good or positive attitude, so indirectly, the decision to make a purchase will also increase. Keywords: Perceived Usefulness, Perceived Ease Of Use, Attitude Toward Using, Purchase Decision Share Link | Plain Format | Corresponding Author (Reminta Lumban Batu)

124	Marketing Management, Relationship Marketing, Service Marketing	ABS-104
e-WOM POSPAY... HARUSKAH ??? Strategi Elektronic Word Of Mouth (e-WOM) POSPAY Melalui Percieved Usefulness Untuk Meningkatkan Repurchase Intention POSPAY PT PI Helly Siti Halimah,1, Ratih Hurriyati,2, Heny Hendrayati,3, Universitas Pendidikan Indonesia (UPI) Abstract ABSTRACT Repurchase Intention is the intention to repurchase or transact again the same or a different product more than two times. To continue to maintain repurchase intention, it is necessary to carry out an appropriate strategy, one of which is through e-WOM. This study aims to determine the effect of the e-WOM relationship on Repurchase Intention through Perceived Usefulness as mediation for consumers using Pospay at PT PI. The analysis is based on 201 respondents who are customers of PT Pos Indonesia (Persero) Pospay users in the passive category or who have not made any transactions for more than 3 consecutive months, collecting data through a survey questionnaire. The measurement technique for analyzing the research hypothesis used the Smart Partial Least Square (PLS) procedure version 3. The results showed that e-WOM had a positive and significant effect on Perceived Usefulness, e-WOM had a positive and significant effect on Repurchase Intention through Perceived Usefulness mediation. The advice that can be given is that the company must increase the frequency of viralizing and promoting Pospay on various social media so that it is better known to customers and the public, must complete service and payment product features on the application system to make it easier for customers to get information, need to expand payment partners so that customers make transactions easier and payment, besides that it is necessary to improve the quality of the security system in the Pospay application to minimize customer worries in the event of a disturbance, consider the feedback obtained from customer complaints to improve service quality so that customer interest in repeat transactions continues to increase, meaning that the company will earn sustainable revenue, and in the end can improve the performance of the company^s performance. Keywords: e-WOM, Repurchase Intention, Perceived Usefulness, Pospay Share Link | Plain Format | Corresponding Author (Helly Siti Halimah)

125	Marketing Management, Relationship Marketing, Service Marketing	ABS-105
Analysis of Increasing MSME Marketing Performance Through Efforts to Increase the Competitiveness of MSMEs that Create Local Values Hartelina, Reminta Lumban Batu, Nanda Puspitasari Universitas Singaperbangsa Karawang Abstract Value creation is the right strategy that is implemented in Karawang Regency SMEs to be able to increase competitiveness of SMEs. The more MSMEs create value in their operational activities, the higher their competitiveness so that they can have an increasing impact on the marketing performance of MSMEs. The formulation of the problem in this study is to find out how much influence value creation has on the competitiveness of SMEs. This study aims to analyze data and information on SMEs^ value creation and competitiveness in Karawang Regency. This type of descriptive verification research uses explanatory surveys and cross-sectional methods by collecting primary data through a questionnaire. Keywords: Value Creation, Competitiveness, Marketing Performance, Small and Medium Enterprises Share Link | Plain Format | Corresponding Author (Reminta Lumban Batu)

126	Marketing Management, Relationship Marketing, Service Marketing	ABS-107
Analysis of the Local Value Creation Program in Improving the Competitiveness of MSMEs that Create Local Values Hartelina, Reminta Lumban Batu Universitas Singaperbangsa Karawang Abstract Value creation is the right strategy that is implemented in Karawang Regency SMEs to be able to increase competitiveness of SMEs. The more MSMEs create value in their operational activities, the higher their competitiveness so that they can have an increasing impact on the marketing performance of MSMEs. The formulation of the problem in this study is to find out how much influence value creation has on the competitiveness of SMEs. This study aims to analyze data and information on SMEs^ value creation and competitiveness in Karawang Regency. This type of verification descriptive research uses explanatory survey and cross-sectional methods by collecting primary data through a questionnaire. Keywords: Small Medium Enterprises, Value Creation, Competitiveness Share Link | Plain Format | Corresponding Author (Hartelina Hartelina)

127	Marketing Management, Relationship Marketing, Service Marketing	ABS-112
The Rise of Gastronomy Tourism: A Systematic Literature Review Mohamad Sapari Hadian, Fairuz Muzdalifa, Evi Novianti, Ute Lies Siti Khadijah,Ayu Krishna Yuliawati Universitas Padjadjaran Universitas Padjadjaran Universitas Padjadjaran Universitas Pendidikan Indonesia Abstract The gastronomic tourism has experienced growth in the tourism industry in recent decades, and there has been an increasing number of tourists who travel mainly to experience the food and related culture. In addition, more and more destinations are using local cuisine as a differentiating feature in marketing a destination. This article presents an overview of research trends in gastronomic tourism marketing. The aim is to identify research related to gastronomic tourism and management based on scientific productions published in the last five years based on the Scopus scientific database. This article uses a systematic literature review approach. The results of this article summarize studies related to current trends in gastronomic tourism topics and identify gastronomic study topics that are still limited as potential future research. Keywords: Gastronomic tourist, Destination, Systematic Literature Review, Tourism Share Link | Plain Format | Corresponding Author (Dr.Mohamad Sapari Dwi Hadian)

128	Marketing Management, Relationship Marketing, Service Marketing	ABS-119
The Influence of Promotion and Product Quality on Purchasing Decision Devi Sri Rahayu (a*), Sri Ayu Lestari (a), Teten Mohamad Sapril Mubarok (a), Nizar Alam Hamdani (b), Intan Permana (a) a) Fakultas Kewirausahaan, Universitas Garut Jalan Terusan Pahlawan, Garut 44151, Indonesia *24081121048[at]fkwu.uniga.ac.id b) Fakultas Ekonomi, Universitas Garut Jalan Raya Samarang No.52A, Garut 44151, Indonesia Abstract This study examines the effect of promotion and product quality on purchasing decisions. One of Indonesia^s most popular smartphone products is experiencing a drastic decline in market share sales. This condition will not change if the pro-motion program and product quality are not improved. Smartphone products can be effectively promoted and marketed by mentioning product sophistication. Re-searchers used a descriptive quantitative method on 30 respondents online to obtain data on purchasing decisions in Indonesia. The data collection process for this study used a cross-sectional survey approach. The data collected was then analyzed with multiple regression methods using SPSS software. Based on the results of data analysis, there is a partial promotion effect on purchasing decisions. Furthermore, there is a partial effect of product quality on purchasing decisions. Finally, there is a simultaneous influence of promotion and product quality on purchasing decisions. After the variables are compared, the effect of product quality on purchase decisions is more significant than promotion. Thus, the pro-motion program^s efforts to improve the condition of purchasing decisions are more vital. Purchase decisions will increase with an effective promotion program. The weakness of this study is not testing the relationship between promotion and product quality. Keywords: Product Quality- Promotion- Purchasing Decisions Share Link | Plain Format | Corresponding Author (DEVI SRI RAHAYU)

129	Marketing Management, Relationship Marketing, Service Marketing	ABS-122
The Influence of Social Media on Purchasing Decisions Controlled by Generation Variable Salwa Nugraha (a*), Lindayani (a), Nizar Alam Hamdani (b), Intan Permana (a) a) Fakultas Kewirausahaan, Universitas Garut Jalan Terusan Pahlawan, Garut 44151, Indonesia *24081121098[at]fkwu.uniga.ac.id b) Fakultas Ekonomi, Universitas Garut Jalan Raya Samarang No.52A, Garut 44151, Indonesia Abstract This study aims to analyze the influence of social media on purchasing decisions controlled by generational variables. Marketplace dominates the buying and selling transactions in Indonesia. This condition will remain the same if there are no efforts to improve social media management especially for prospective customers based on certain generational groups. Managing social media in suitable marketing activities is done by utilizing visual content. Researchers used descriptive quantitative methods on 35 respondents who met face-to-face and virtually to obtain data about purchasing decisions in Indonesia. The data collection process for this study used a cross-sectional survey approach. The data collected were analyzed with the path analysis method using SmartPLS software. Based on the analysis results, social media management has a direct influence on purchasing decisions. In addition, there is a sizeable generational influence on the relationship between social media management and purchasing decisions. The role of generational variables in controlling the effect of social media management on purchasing decisions is quite significant because the direct influence of social media management on purchase decisions is minimal. The weakness of this study is the minimal sample. Thus, future researchers should research larger samples and focus on various industrial sectors. Keywords: Generation- Purchasing Decisions- Social Media Share Link | Plain Format | Corresponding Author (Salwa Nugraha)

130	Marketing Management, Relationship Marketing, Service Marketing	ABS-133
From Likes to Loyalty: Investigating the Influence of Social Media Content Marketing on Brand Awareness, Customer Satisfaction, and Purchase Intention in the Fashion Industry Heny Hendrayati (a), Marchela Indah Atrisia (b), Sherly Astuti (c), Rahmy Karimah Syahidah (d) a) Universitas Pendidikan Indonesia, Indonesia b) Universitas Islam Syekh-Yusuf, Indonesia, Universitas Indonesia, Indonesia c) Sun Yat-Sen University, China d) Xian Jiaotong University, China Abstract In the fashion industry, social media has grown to be a potent tool for marketing, providing distinctive chances for brands to interact with their target audience. Through a comprehensive review of existing literature, this study investigates the relationship between social media content marketing (SMCM) and its impact on brand awareness, customer satisfaction, and purchase intention. The study uses a quantitative research methodology and uses an online survey instrument to gather data from 118 Indonesian participants. The proposed theoretical model was tested using SEM-PLS. The study shows that SMCM and brand awareness influences Indonesian fashion buyers satisfaction and intention to buy in a favourable way. Consumers decision-making is influenced by compelling social media material that highlights product benefits, user reviews, and endorsements. This raises consumers propensity to convert from potential customers to active purchases. Based on these results, Indonesia fashion industry operating in Indonesia can develop and implement effective SMCM strategies to enhance their brand awareness, improve customer satisfaction, and drive purchase intention. By creating captivating and relevant content, fostering interactions with consumers, collaborating with influencers, and leveraging the power of social media platforms, fashion brands can establish a strong presence, build trust, and ultimately drive business growth in the dynamic Indonesian fashion industry. Keywords: Social media content marketing (SMCM)- Brand awareness- Customer satisfaction- Purchase intention- Fashion industry Share Link | Plain Format | Corresponding Author (Heny Hendrayati)

131	Marketing Management, Relationship Marketing, Service Marketing	ABS-136
The Influence of Marketing Mix 4P on Parental Purchase Decisions towards Educational Toys Vasharin Vilzha Zaqira School of Business and Management, Bandung Institute of Technology Jalan Ganesha 10, Bandung 40132, Indonesia Abstract Indonesia is one of the Southeast Asian nations that dominates the toys market. Educational toys can be utilized to support children in improving specific abilities. Parents are the primary decision makers in purchasing toys, but their purchasing decisions are difficult to analyze because of company increasing competitiveness. Therefore, toy industry must comprehend consumer purchasing behaviour to enhance products and other marketing initiatives comparably with parental toy purchasing decisions. Cody Kit is formed as a company that provides educational toys, including Cody Play activity books. However, Cody Play sellings are still below the initial target. Previous researchers have found that marketing mix affects the purchase decision. This research aims to investigate the influence of Marketing Mix (product, price, place, and promotion) on parental purchase decisions towards educational toys. This study uses quantitative methods by distributing online questionnaires to parents with children 4-7 years old living in Jabodetabek and Bandung who have purchased educational toys. This study has collected data from 150 respondents. MLR analysis tests hypotheses and analyzes the relationship between product, price, place, and promotion variables with purchase decisions. The research found that product, price, place, and promotion influence purchase decision. However, place variable does not significantly influence the purchase decision variable. This finding is expected to provide recommendations for Cody Kit decision makings to be implemented in Cody Play further product improvements. Keywords: Purchase Decision- Marketing Mix 4P- Educational toys- Multiple Linear Regression Share Link | Plain Format | Corresponding Author (Vasharin Vilzha Zaqira)

132	Marketing Management, Relationship Marketing, Service Marketing	ABS-145
Effect of Product Quality on Purchasing Decisions on HP Laptops Bagas Rino Anggoro(1*), Hilda Monoarfa(2), Ratih Hurriyati(3) Indonesia University of Education Abstract The decline in the proportion of market share and the number of users of HP brand laptops compared to other laptop brands was due to increasingly competitive competition, causing changes in buying patterns of potential consumers in determining purchasing decisions. This study aims to determine the effect of product quality on purchasing decisions on HP laptops. The population in this study is UPI management students who use or have used HP laptops with a sample of 50 people using a sampling technique, namely the saturated sample method. The data analysis technique used in this study is a descriptive and inferential analysis which was carried out through the Partial Least Square 4 or PLS 4 analysis tool. The results of this study are all indicators of product quality variables that have a significant influence on purchasing decisions. The benefit of this research is to provide important information for companies to pay more attention to the quality of their products so that they can provide opportunities to improve user purchasing decisions. Keywords-- product quality, purchasing decisions, HP laptops Keywords: product quality, purchasing decisions, HP laptops Share Link | Plain Format | Corresponding Author (Bagas Rino Anggoro)

133	Marketing Management, Relationship Marketing, Service Marketing	ABS-146
The Effect of Service Quality on Customer Satisfaction in the Tourism Industry (Survey of Rancaupas Tourists) Nenden Siti R, Hilda Monoarfa, Ratih Hurriyati Universitas Pendidikan Indonesia Abstract Due to inadequate facilities, customer satisfaction at Wana Wisata Ranca Upas still needs to improve. This study aims to determine the effect of service quality and competitive advantage on customer satisfaction. The population in this study were tourists, with as many as 110 respondents, through the non-probability sampling technique of simple random sampling method. The data collection for this research was distributing questionnaires to tourists who had visited the Rancaupas Tourism Area. The data analysis technique used is a descriptive and inferential using the SmartPLS 4.0 test tool. The results of the study show that there is a significant influence between service quality and competitive advantage on customer satisfaction. Implications and suggestions for Rancaupas Tourism Ecotourism are suggested to improve service quality and increase the competitive edge to increase tourist satisfaction. Keywords: Service Quality, Customer Satisfaction, Tourism Share Link | Plain Format | Corresponding Author (Nenden Siti Rochmah)

134	Marketing Management, Relationship Marketing, Service Marketing	ABS-147
Enhancing Online Repurchase Intention: Unveiling the Crucial Role of Digital Customer Experience among Bukalapak Users Ihda Farhatun Nisak, Lili Adi Wibowo, Lisnawati, Heny Hendrayati, Ratih Hurriyati Universitas Pendidikan Indonesia Abstract The problem of online repurchase intention on Bukalapak can be seen from the high percentage of complaints on the Bukalapak application. The purpose of this study was to determine the effect of digital customer experience on online repurchase intention. The research method used is descriptive and verification research with Bukalapak user analysis units with a population of 2,152,230 and samples taken as many as 100 respondents using simple random sampling statistical tests used using SEM-PLS. The results showed that there is a significant influence between digital customer experience on online repurchase intention. Therefore it is necessary to increase Bukalapak^s online repurchase intention by improving the digital customer experience. Keywords: Digital Customer Experience, Online Repurchase Intention, E-Commerce, Bukalapak, Consumer Share Link | Plain Format | Corresponding Author (Ihda Farhatun Nisak)

135	Marketing Management, Relationship Marketing, Service Marketing	ABS-148
The Impact of Electronic Word Of Mouth (E-WOM) On Purchase Decision Rizki Akmal Fadhil 1 *, Ratih Hurriyati 2 , Hilda Monoarfa 3 Universitas Pendidikan Indonesia Abstract The high performance in the food industry sector and the massive use of technology to market products is inversely proportional to Warunk Upnormal which has closed many outlets, so this study aims to analyze the effect of Electronic Word of Mouth on Purchase decisions at Warunk Upnormal Riau, Bandung City. The research data was obtained from distributing questionnaires to visitors to Warunk Upnormal Riau Bandung City online using the Google form. Determination of the sample based on the theoretical criteria suggested, obtained a sample of 50 respondents. The results of the reliability validity test, the normality test and the linearity test support continuing this research. Data processing uses the SPSS application using a simple linear regression analysis technique. The results of this study state that Electronic Word of Mouth has a significant influence on the Purchase Decision of visitors to Warunk Upnormal Riau Bandung City . Keywords: EWOMS- Purchase Decisions- Google Reviews Share Link | Plain Format | Corresponding Author (Rizki Akmal Fadhil)

136	Marketing Management, Relationship Marketing, Service Marketing	ABS-152
The Effect of Service Quality on Purchase Intention with Customer Satisfaction as a Mediator: Case Study of Boarding House Survey Service Business in Indonesia Aulya Husna Fajri School of Business and Management, Bandung Institute of Technology Jalan Ganesha 10, Bandung 40132, Indonesia aulya_husna[at]sbm-itb.ac.id Abstract In Indonesia, there are various options for temporary housing available to migrating students, including boarding houses, dormitories, rentals, and apartments. However, numerous obstacles are faced in finding such a limited time to look for boarding houses, availability issues, or unmet expectations. Teman Survei is present as a company that provides boarding house survey services. Unfortunately, the quality of service provided by Teman Survei is not optimal, resulting in customer dissatisfaction and not continuing to pay. This study aims to identify the effects of service quality on customer purchase intention through customer satisfaction. The data from 200 college students who plan or have rented a boarding house in Bandung through questionnaire sampling was used to test the research model using a quantitative method, Partial Least Square-Structural Equation Modeling. After examining the data, the results conclude three things. First, service quality affects customer satisfaction but not purchase intention. Second, customer satisfaction positively affects purchase intention. Last, customer satisfaction successfully acts as a mediating between service quality and purchase intention. Hopefully, this research will assist service industry businesses in optimizing their service performance through the understanding of the effect of service quality on customer satisfaction and purchase intention. Keywords: Service Quality, Customer Satisfaction, Purchase Intention, Boarding House Share Link | Plain Format | Corresponding Author (Aulya Husna Fajri)

137	Marketing Management, Relationship Marketing, Service Marketing	ABS-164
THE EFFECT OF CUSTOMER RELATIONSHIP MANAGEMENT ON CUSTOMER ENGAGEMENT Hifzhil Rahman (a), Ratih Hurriyati (b), Henny Hendrayati (b) Universitas Pendidikan Indonesia Jl. Dr. Setiabudi No.229, Isola, Kec. Sukasari, Kota Bandung, Jawa Barat 40154 Abstract Companies must continue to serve their customers better than their competitors, and strengthen relationships with their customers so that customers do not run to other companies and achieve customer engagement success. If a company does not pay attention to customer engagement, the company will be considered to belittle or underestimate its customers. The purpose of this study was to determine the effect of Customer Relationship Management on Customer Engagement. The method used is Explanatory survey, a sample of 100 respondents, with non-probability sampling technique, the sampling used is purposive sampling. The results of this study are that Customer Relationship Management has an influence on Customer Engagement Keywords: Customer engagement, Customer relationship management, fashion Share Link | Plain Format | Corresponding Author (Hifzhil Rahman)

138	Marketing Management, Relationship Marketing, Service Marketing	ABS-165
ANALYSIS OF THE IMPACT OF SERVICE QUALITY ON LION AIR CUSTOMERS REPURCHASE INTENTION Zahfirah Nashshar, Heny Hendrayati, Ratih Hurriyati Universitas Pendidikan Indonesia Abstract The purchase of tickets on Lion Air has decreased due to the lack of service quality provided by the airline. The aim of this research is to determine the influence of service quality on repurchase intention. The method used is descriptive and verificative, with the unit of analysis being Lion Air passengers. The population consists of Lion Air customers, with a sample size of 50 respondents. Convenience sampling was used to collect the sample, and the statistical analysis employed was Structural Equation Modeling-Partial Least Squares (SEM-PLS). The results of the study indicate a significant influence of service quality on repurchase intention. Therefore, in order to enhance the repurchase intention of Lion Air, it is necessary to improve the service quality provided to customers. Keywords: Repurchase intention, Service quality, Customers, Lion Air, Tickets Share Link | Plain Format | Corresponding Author (zahfirah nashshar)

139	Marketing Management, Relationship Marketing, Service Marketing	ABS-166
The Effect of Complaint Handling and Service Recovery on Customer Loyalty at Lion Air Indonesia Rachmi Arin, Heny Hendrayati, Ratih Hurriyati, - Abstract The aviation industry is quite vulnerable to service failures, one of which is flight delays or delays. Therefore, there have been many studies on service recovery and complaint handling. The purpose of this study is to understand how the influence of complaint handling and service recovery on customer loyalty at Lion Air Indonesia. This study uses three variables which are divided into X1 Complaint Handling, X2 Service Recovery and Y is Customer Loyalty. As for the systematic literature review and descriptive verification method with multiple linear tests to measure research results. Based on these results, complaint handling has an effect on customer loyalty, while service recovery is not highly correlated with customer loyalty. Keywords: complaint handling, service recovery, customer loyalty, lion air Share Link | Plain Format | Corresponding Author (Rachmi Arin Timomor)

140	Marketing Management, Relationship Marketing, Service Marketing	ABS-170
The Effect of Service Quality on IndiHome Customer Satisfaction in DKI Jakarta Region Destri Mailinda Tianingrum1*, Heny Hendrayati2, Ratih Hurriyati3 Universitas Pendidikan Indonesia Abstract There are many complaints from IndiHome customers regarding unstable network problems resulting in decreased customer satisfaction. This research aims to determine the effect of service quality on customer satisfaction. The research method used is an explanatory survey. The population of this research is IndiHome consumers with a sample of 100 respondents with the non-probability sampling technique using a purposive sampling method. The collection of research data was in the form of distributing questionnaires to users who had or were currently using the IndiHome internet network. The data analysis technique used is descriptive analysis and inferential analysis, which is assisted by the Partial Least Square (PLS) 4.0 analysis tool. The results of this research interpret that all indicators on service quality variables have a significant effect on customer satisfaction. The implications of this research can be a reference for companies to optimize service quality in responding to customer complaints which can increase customer satisfaction. Keywords: Service Quality, Customer Satisfaction, IndiHome Share Link | Plain Format | Corresponding Author (Destri Mailinda Tianingrum)

141	Marketing Management, Relationship Marketing, Service Marketing	ABS-172
The Effect of Customer Relationship Management on Starbucks Customer Satisfaction in Bandung Region Yuliarti Maghfira Annahli1*, Heny Hendrayati2, Ratih Hurriyati3 Universitas Pendidikan Indonesia Abstract Starbucks has been named as a company that is able to provide the best service for consumers, but in terms of what kind of service and how Starbucks is provided so that it is able to provide satisfaction for consumers with its products and can be crowned as a company with the best service in its field. On that basis, this study aims to determine the effect of Customer Relationship Management on Customer Satisfaction. The research method used is explanatory survey. The population of this research is Starbucks consumers with a sample of 100 respondents through non-probability sampling technique using purposive sampling method. Collecting research data in the form of distributing questionnaires to buyers of Starbucks products. The data analysis technique used is descriptive analysis and inferential analysis assisted by the Partial Least Square (PLS) 4.0 analysis tool. The results of this study the variable Customer Relationship Management has a significant influence on customer satisfaction. Keywords: Customer Relationship Management, Customer Satisfaction, Starbucks Share Link | Plain Format | Corresponding Author (Yuliarti Maghfira Annahli)

142	Marketing Management, Relationship Marketing, Service Marketing	ABS-174
The Effect of Advertising Attractiveness on Social Media Instagram on Consumer Purchase Intention Dea Dela Piyoh1*, Heny Hendrayati2, Ratih Hurriyati3 Universitas Pendidikan Indonesia Abstract Consumers have a tendency to have an intention to buy a product after seeing product advertisements in various electronic media, one of which is via social media Instagram. This study aims to determine whether there is an effect of the attractiveness of advertisements on social media Instagram on consumer buying interest in Innisfree products. The research method used was an explonatory survey with a questionnaire as a data collection tool. The population in this study are Innisfree consumers with a sample of 100 respondents. The sampling technique used is simple random sampling. The data analysis technique used is descriptive and inferential analysis which is processed using the Partial Least Square (PLS) 4.0 analysis tool. The results of the study show that there is a positive and significant effect of advertising variables on consumer purchase intention. This research is expected to provide a number of theoretical and practical guidelines on how entrepreneurs can implement advertisements effectively on the social media Instagram platform to attract consumer purchase intention. Keywords: Advertising, Purchase Intention, Social Media Instagram Share Link | Plain Format | Corresponding Author (Dea Dela Piyoh)

143	Marketing Management, Relationship Marketing, Service Marketing	ABS-180
PROPOSED MARKETING STRATEGIES FOR MUSLIMAH FASHION COMPANY: CASE STUDY IN KUPUNYA RUMAH MODE SURABAYA Aikokita Institut Teknologi Bandung Abstract Muslimah fashion is a term used to describe clothing and accessories designed specifically for Muslim women and meets the requirements of the Islamic dress code. One of the Muslimah fashion businesses in Surabaya is Kupunya Rumah Mode which has been established since 2012. The business problem encountered by KRM is a significant decline in sales and slow growth over the past 3 years. Therefore, this research aims to determine the business situation of Kupunya Rumah Mode and propose marketing strategies to increase sales as well as recommendations so that Kupunya Rumah Mode can be more competitive in facing the development of the Muslimah fashion industry in Surabaya. In formulating the strategy, an internal analysis is carried out consisting of Segmenting, Targeting, Positioning (STP), Marketing Mix, and VRIO analysis followed by an external analysis using PESTEL, competitor analysis, and customer analysis. In this research, quantitative methods were used in customer analysis with a total of 217 respondents through questionnaires used to collect information related to factors that influence customer purchase intentions. The results of the study using Partial Least Squares-Structural Equation Modeling (PLS-SEM) show that there is a positive and significant effect of product and price variables on perceived quality, promotion and place variables on perceived quality. Product and price variables have a positive and significant effect on perceived quality, and promotion and place variables on brand awareness, and perceived quality and brand awareness on purchase intention. Based on the internal and external analysis, the author used SWOT and TOWS Matrix which generated 13 strategies then finally selected the 3 best strategies using the Quantitative Strategic Planning Matrix (QSPM) which were adjusted to the research objectives, acceptability, and feasibility of the company. The proposed marketing strategy consists of maintaining the best quality and characteristics of the products offered, showcasing trendy products at Islamic-themed events in the target market, and adding TikTok and Facebook as promotional media and links from Instagram. Keywords: internal analysis, external analysis, SWOT, TOWS, marketing strategy Share Link | Plain Format | Corresponding Author (Aikokita .)

144	Marketing Management, Relationship Marketing, Service Marketing	ABS-183
Effect of Service Recovery to Customers Satisfaction on Lion Air Users M Rizki Ubaidillah(1*), Heny Hendrayati (2) , Ratih Hurriyati(3), Lili Adi Wibowo (4) faculty of economics and business education, Universitas Pendidikan Indonesia, Jl. Dr. Setiabudi No.229, Isola, Kec. Sukasari, Kota Bandung, Jawa Barat 40154 Indonesia *rizkiubaidilah[at]upi.edu Abstract Service failure or failure to provide services to consumers often occurs in companies, one of which is the Lion Air company, there are many complaints about flight services from Lion Air due to delays and lost baggage, therefore there must be a strategy to overcome problems that often occur in Lion companies. water. The purpose of this research is to determine the effect of service recovery on customer satisfaction at lion air company. The method used is descriptive quantitative method with a population of 100 Lion Air passengers using a simple linear regression data analysis technique by collecting data by distributing questionnaires to Lion Air passengers. Based on the research results, it can be seen that there is a positive effect on service recovery on customer satisfaction. Therefore, to increase customer satisfaction, service recovery must be improved at Lion Air Company. Keywords: Service recovery-service failure-customers satisfaction-complain-lion air Share Link | Plain Format | Corresponding Author (Muhamad Rizki Ubaidillah)

145	Marketing Management, Relationship Marketing, Service Marketing	ABS-188
Please Just Try to Submit This Sample Distribution and Service Qquality to Customer Satisfaction in Cikal Wedding Planner Muhamad Anggi F1*, Heny Hendrayati2, Ratih Hurriyati3 Universitas Pendidikan Indonesia. Bandung Abstract If the public understands the importance of wedding organizers with public awareness, Cikal Wedding Planner is here to help the community in making a happiness, namely marriage. The purpose of this study is to determine the Effect of Distribution and Service Quality on Customer Satisfaction. This research was conducted at one of the Wedding Organizer companies in Bandung, namely Cikal Wedding Planner. This research was conducted with a quantitative approach, data collection using observation methods, interviews and also the distribution of questionnaires. The data obtained will be tested using SPSS 24. The results showed that the distribution variable did not affect customer satisfaction with a significant level of 0.842 > 0.05. And also the Service Quality variable has a calculated value = 0.010 > ttable = 1.984 with a signification level of 0.920 = 0.05, and it can be concluded that the Service Quality variable affects Customer Satisfaction. And Distribution and Service Quality simultaneously(together) have an influence on Customer Satisfaction. Keywords : Distribution, Service Quality, Customer Satisfaction Keywords: Distribution, Service Quality, Customer Satisfaction Share Link | Plain Format | Corresponding Author (Muhamad Anggi Firmansyah)

146	Marketing Management, Relationship Marketing, Service Marketing	ABS-191
The Effect of Digital Marketing on Customer Engagement Irwan Supardy Ramadhan1, Ratih Hurriyati2, Hilda Monoarfa3 Universitas Pendidikan Indonesia Abstract Abstract. This research is a quantitative research that examines social phenomena with the aim of knowing the effect of digital marketing on customer engagement on the Shopee application. The population of this research is the Shopee application users in Indonesia. This study took a sample of 31 respondents through a non-probability sampling technique. Data collection in this study was in the form of distributing questionnaires to consumers who had downloaded and used the Shopee application. The data analysis technique used is descriptive analysis and inferential analysis with the Partial Least Square (PLS) 3.0 analysis tool. The results of this study state that digital marketing has a significant effect on purchasing decisions and sales promotion has a significant effect on customer engagement. Keywords: Digital Marketing- Customer Engagement Share Link | Plain Format | Corresponding Author (Irwan Supardy Ramadhan)

147	Marketing Management, Relationship Marketing, Service Marketing	ABS-192
Y & Z Generation Customers Decision to Have Hajj Savings Products: Analysis of Religiosity, Income, and Relationship Marketing Shelva Khairanihisan, Ozka Muhammad Fajrin, Aas Nurasyiah, Firmansyah Universitas Pendidikan Indonesia Abstract The majority of hajj savings products are owned by the elderly and only few owned by young people. In fact, the waiting period for the departure of the pilgrimage takes quite a long time. Therefore this hajj savings is most effective for the Y & Z generation or they are in productive age. This study aims to look at the description and influence of the level of religiosity, level of income, and level of relationship marketing on the decisions of Y & Z generation customers to have hajj savings products in Islamic banks. The method used in this study is a quantitative descriptive method with the Structural Equation Modeling-Partial Least Square (SEM-PLS) method. The analysis tool used is SmartPLS. The sample used in this study is the Muslim Y & Z generation who have hajj savings in Islamic banks with a minimum number of 150 respondents. The results of this study show the influence of religiosity, income, and relationship marketing on the decision to have hajj savings in the Y & Z generation. The implication of this research is that religiosity, income, and relationship marketing play such an important role in the Y & Z generation decision to have hajj savings. This research can also be used as a reference material to support decision making in Islamic banking to formulate appropriate development and marketing strategies to increase customer decisions to have hajj savings in Islamic banks. Apart from that, it is also expected to provide benefits to the community and motivate customers, especially the Y & Z generation to have hajj savings in Islamic banks. Keywords: Hajj Savings, Islamic Banks, Decisions, Religiosity, Income, Relationship Marketing. Share Link | Plain Format | Corresponding Author (Shelva Khairanihisan)

148	Marketing Management, Relationship Marketing, Service Marketing	ABS-193
The Effect of Brand Loyalty, Brand Awareness, Perceived Quality, and Brand Association on the Repurchase Decision of Indomie Instant Noodles Risna Ayu Meilawati, Ratih Hurriyati, Hilda Monoarfa Universitas Pendidikan Indonesia Abstract This research is a quantitative research on the effect of brand loyalty, brand awareness, perceived quality and brand association on repurchasing decisions of Indomie instant noodles. The population in this study were buyers of Indomie instant noodles, by means of non-probability sampling where the determination of the sample using the purposive sampling method was based on the provisions that they were more than 17 years old and had bought Indomie more than twice. data collection in this study is by distributing questionnaires to Indomie consumers. The data analysis technique used was using multiple linear regression analysis tests with the help of SPSS 24. From this study it was found that brand loyalty, brand awareness, perceived quality and brand associations had a positive influence on repurchasing decisions for Indomie instant noodle products. The impact of this research for companies is to be able to determine marketing plans and strategies for indomie instant noodles so that consumers can easily remember them, and so that they can always maintain product quality in terms of raw materials, taste, variants and packaging. Keywords: Brand loyalty, brand awareness, perceived quality, brand Association, repurchacing decision Share Link | Plain Format | Corresponding Author (Risna Ayu Meilawati)

149	Marketing Management, Relationship Marketing, Service Marketing	ABS-194
Analysis of Viral Marketing Development in Increasing Purchases on Tweely Muhammad Fikar Ravsanjani (1*), Ratih Hurriyati (2), Bambang Widjajanta (3) Indonesian University of Education Abstract This study aims to determine the application of Viral Marketing, product quality and the role of Viral Marketing used by the Tweely brand in increasing purchases of Tweely products. The main theory used is Viral Marketing which has 3 indicators, namely: Messenger, Message, Environment. This study uses a descriptive qualitative approach. Data collection was carried out using interview, observation, and documentation approaches. The results of the research that has been carried out show the analysis that Tweely applies quite effective Viral Marketing techniques and the Viral Marketing strategies used are Endorsements, Ads, Communities, interacting directly with followers on social media and also recruiting distributor agents for the Viral Marketing process to occur. Keywords: Tweely, Viral Marketing, Marketing Strategy, Product Quality Share Link | Plain Format | Corresponding Author (Muhammad Fikar Ravsanjani)

150	Marketing Management, Relationship Marketing, Service Marketing	ABS-195
The Effect of Service Development in Affiliate E-commerce on Purchase Intention (e-commerce shopee) Ikke Cahyani Putri1*, Heny Hendrayati2, Ratih Hurriyati3 Universitas Pendidikan Indonesia Abstract Abstract There are many discrepancies between product reviews conducted by e-commerce affiliates and the actual results. The purpose of this study was to determine the effect of service development in affiliate-commerce on purchase intention. The method used is an explanatory survey for users of e-commerce services with a sample of 100 respondents through a non-probability sampling technique using purposive sampling method. The collection of research data is in the form of distributing questionnaires to users who are or have used the Shopee e-commerce application. Data analysis techniques used descriptive analysis methods, and inferential analysis used Partial Least Square (PLS) 4.0 analysis tools. The results of this study interpret that all indicators on service development and affiliate e-commerce variables have a significant effect on purchase intention. The implication of this research is that it can be a consideration for companies to optimize the quality of affiliate services in accordance with good service standards so as to increase sales. Keywords: Keyword : service development, affiliate, e-commerce, purchase intention, Shopee. Share Link | Plain Format | Corresponding Author (Ikke Cahyani Putri)

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