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91	Marketing Management, Relationship Marketing, Service Marketing	ABS-3
Factors Affecting Museum Re-Visit: Application On The Balai Kirti Museum Dini Mustika Buana Putri, Ratih Hurriyati, Bambang Widjajanta, Puspo Dewi Dirgantari Universitas Pendidikan Indonesia Abstract This study examines factors leading to visits at the Museum of Balai Kirti - Bogor in Indonesia. The variables studied are service quality, destination image, perceived value and customer satisfaction which are believed to play an important role in influencing re-visit intention at the Museum of Balai Kirti with 200 respondents consumers (or visitors) at the Balai Kirti Museum. A questionnaire has been used as a data collection technique with the help of SEM (Structural Equation Modeling) for data analysis, using AMOS software version 24. This study shows that the intention to re-visit Balai Kirti Museum has a significant impact on service quality, destination image and customer satisfaction. In addition, the perceived value have no significant effect on the intention to re-visit the Balai Kirti Museum. Keywords: Service Quality, Destination Image, Perceived Value,Customer Satisfaction, Re-Visit Intention Share Link | Plain Format | Corresponding Author (Dini Mustika Buana Putri)

92	Marketing Management, Relationship Marketing, Service Marketing	ABS-4
Viral Captions on Digital Content Promotion- As the Role of Communication That Influences Impulse Buying Decisions Neng Susi Susilawati Sugiana, Ratih hurriyati, Bambang Widjajanta, Agus Rahayu, Lili Adi Wibowo, Puspo Dewi Dirgantari 1,2,3,4,5,6 Program Study Doktoral Management, Universitas Pendidikan Indoensia 1Program Study Administrasi Of Bussinnes, Institute Digital ekonomi LPKIA Abstract This article presents views on the use of marketing promotion techniques, especially promotions that might be used in digital marketing for MSMEs, as a strategy to influence unplanned consumer buying decisions. Unplanned buying decisions can be a temporary strategic opportunity to help long strategies, the object of this research there were 110 respondents with research objects of 2 MSME brands who had received digital training. By giving a questionnaire asking how far the interest in viral captions in promotional content can be a factor in deciding on unplanned purchases, of course using digital media. Experimental tests were carried out on 2 groups, namely the control group and the experimental group and the results of the data were analyzed using the quantitative method on the experimental results at the same time after the training period. The results of this study indicate that SMEs are able to use the right communication strategy by using introductory words or text, viral content on social media significantly increases the number of purchases by 62% compared to before applying viral captions to promotional content. with an increase of 38%. From new buyers coming from various locations, it can also be interpreted that from the analysis results this viral promotion can influence consumer behavior to quickly determine purchasing decisions and is expected to become a reference for MSMEs Keywords: Viral Caption, Promotion, Decisions Impulse Buy. Share Link | Plain Format | Corresponding Author (NENG SUSI SS. S.Kom., M.M)

93	Marketing Management, Relationship Marketing, Service Marketing	ABS-5
Muslim Tourist Perspective: The Role of Religiosity on The Relationship Between Halal Tourism and Satisfaction Rivaldi Arissaputra (a,b*), Ratih Huriati (a), Bambang Widjajanta (a), Mokh Adib Sultan (a), Vanessa Ghafar (a) a) Universitas Pendidikan Indonesia b) Universitas Aisyiyah Bandung *rivaldiarissaputra[at]unisa-bandung.ac.id Abstract The topic discussed in this study is the influence of Halal Tourism in the West Java region on Tourist Satisfaction, with Religiosity as a moderating variable based on Muslim tourists perspectives. The number of respondents in this study was 390, using the purposive sampling technique. Data was obtained by distributing questionnaires measured by Likert and analyzed using path analysis techniques to determine the direct effect of Halal Tourism on Tourist Satisfaction. This study also wants to see how Religiosity affects the relationship between Halal Tourism and Tourist Satisfaction as a moderating variable. The results of this study indicate that Halal Tourism have a significant positive impact to Muslim tourist satisfaction, and The Religiosity of Muslim tourist does not moderate the effects of Halal Tourism on Muslim tourist satisfaction. Keywords: Halal Tourism- Religiosity- Tourist Satisfaction- Marketing Tourism Share Link | Plain Format | Corresponding Author (Rivaldi Arissaputra)

94	Marketing Management, Relationship Marketing, Service Marketing	ABS-6
Muslim loyalty in Halal Digital Recreation : The role of experience quality and value Asaretkha Adjane Annisawati (a,b*), Ratih Hurriyati (a), Bambang Widjajanta (a), Vanessa Gaffar(a) a) Universitas Pendidikan Indonesia b) Universitas Logistik dan Bisnis Internasional *asaretkha[at]ulbi.ac.id Abstract The objective of this research is to explore the loyalty of Muslims towards Halal Digital Recreation (HDR), which includes the experience quality and perceived values that contribute to developing loyalty. The researchers distributed self-managed questionnaires to Muslim communities after their participation in halal digital recreation, and they collected 350 questionnaires to test the hypotheses using the partial least squares method. The study^s results reveal that perceived value plays a significant role in determining loyalty. The research also indicates that perceived value impacts consumer loyalty, and experience quality is the most influential factor among the loyalty determinants that affect user loyalty. This research has practical implications for businesses to create halal digital recreation that can enhance Muslim user loyalty by utilizing these factors. Additionally, the study adds to the existing knowledge regarding the factors that influence Muslim loyalty in the context of halal digital recreation. Keywords: Experience Quality, Perceived Value, Loyalty, Halal, Digital Recreation Share Link | Plain Format | Corresponding Author (Asaretkha Adjane Annisawati)

95	Marketing Management, Relationship Marketing, Service Marketing	ABS-7
Working towards Sustainable Behavior in Household Waste: The Role of Consequence Awareness and Responsible Consumption Arie Indra Gunawan- Hilda Monoarfa- Ratih Hurriyati- Bambang Widjayanta-Lili Adi Wibowo-Agus Rahayu-Hilda Monoarfa Indonesia University of Education Abstract This research was conducted to clarify consumer household behavior toward waste sorting as it is known that the proportion of waste originating from households in developing countries is significant, and the amount continues to increase every year. Research with a quantitative approach was conducted on a total of 404 data taken from consumer households using a 5-point Likert scale questionnaire. Data processing is carried out by measuring the model and testing the structural model with the help of SmartPLS 4. Responsible consumption is a construct that can mediate the relationship between awareness of the consequences of waste sorting behavior. Consequence awareness constructs and responsible consumption patterns are a strong foundation for creating household waste-sorting behavior. This research was conducted in a short time. It needed to be identified which group of household respondents were intended so that the population was generalized to the conditions of Indonesia as a developing country, not based on urban or rural areas. The novelty in this study is related to the involvement of the consumption pattern construct in research on waste behavior in developing countries. Household consumption patterns in developing countries like Indonesia tend to have high consumption levels, which impact the potential for the amount of waste generated. Keywords: Household Waste Behavior, Waste-Sorting, Consequence Awareness, Responsible Consumption. Share Link | Plain Format | Corresponding Author (Arie Indra Gunawan)

96	Marketing Management, Relationship Marketing, Service Marketing	ABS-8
BRAND LOYALTY, CONSUMER EXPERIENCE, AND CUSTOMER SATISFACTION FUNCTION AS MODERATING FACTORS ON CUSTOMER LOYALTY (A CASE AT PT. TRIMITRA GARMEDINDO INTERBUANA) Ayuningtyas Y Hapsari, Ratih Hurriyati, Bambang Widjajanta, Agus Rahayu, Lili Adi Wibowo Program Studi Doktor Manajemen, Fakultas Pendidikan Ekonomi dan Bisnis, Universitas Pendidikan Indonesia Abstract Brand trust and customer experience are considered to have an impact on consumer loyalty. This study intends to ascertain the impact of brand loyalty and customer experience on PT. Trimitra Garmedindo Interbuana customers^ satisfaction. The sample employed in this study, which employs a quantitative methodology, is a business that frequently makes purchases from PT. Trimitra Garmedindo Interbuana. Based on the findings of the study, it was discovered that at PT. Trimitra Garmedindo Interbuana, brand trust and customer experience had a substantial impact on customer loyalty through customer satisfaction as a mediating variable. When customers are satisfied with a company^s products or services, they are more likely to develop trust in the brand and have a positive experience if a medical device company consistently delivers high-quality products that meet customer needs, it can help to build brand trust and improve the customer experience. In turn, this can lead to increased customer loyalty. The findings is the strength of this relationship can be affected by customer satisfaction. If customers are highly satisfied with a company^s products or services, this can amplify the impact of brand trust and customer experience on customer loyalty. Keywords: Brand Trust, Customer Experience, Customer Satisfaction and Customer Loyalty Share Link | Plain Format | Corresponding Author (Ayuningtyas Hapsari)

97	Marketing Management, Relationship Marketing, Service Marketing	ABS-10
Understanding the Impact of Perceived Value on Consumers^ Continuous Purchase Intention in Live-Streaming E-Commerce--Mediated by Consumer Trust and Online Shopping Satisfaction Ati Mustikasari (a*b), Ratih Hurriyati (a), Bambang Widjajanta (a), Agus Rahayu (a), Lili Adi Wibowo (a), Puspo Dewi Dirgantari (a) a. Fakultas Pendidikan Ekonomi dan Bisnis Universitas Pendidikan Indonesia atimustikasari[at]upi.edu b. Fakultas Ilmu Terapan, Program Study D3 Manajemen Pemasaran Universitas Telkom Abstract In recent years, live-streaming e-commerce has become a significant trend in the online retail industry. However, more research still needs to be done on the psychological factors influencing consumer purchasing decisions in this context. Therefore, this study aims to fill this knowledge gap by analyzing the role of perceived Value, consumer trust, and online shopping satisfaction in shaping consumers^ continuous purchase intentions. This study uses a quantitative approach by distributing questionnaires to a sample of 217 consumers who are active in purchasing through live-streaming e-commerce. The data collected was then analyzed using structural equation modeling (SEM). The results showed that perceived Value significantly positively affects consumer trust and online shopping satisfaction. In addition, consumer trust and online shopping satisfaction also mediate between perceived Value and consumers^ sustainable purchase intentions. In other words, consumers who experience high perceived Value tend to have greater trust in e-commerce live-streaming platforms and feel satisfied with their online shopping experience, increasing their intention to continue buying in this context. These findings provide important insights for live-streaming e-commerce practitioners to understand the factors influencing consumer purchasing behavior. By increasing perceived Value, platforms can increase consumer trust and online shopping satisfaction, which in turn will increase consumers^ continuous purchase intentions. The practical implication of this study is the importance of providing a positive online shopping experience and strengthening consumer trust in the context of live-streaming e-commerce. Keywords: perceived Value, consumer trust, online shopping satisfaction, continuous purchase intention, live-streaming e-commerce. Share Link | Plain Format | Corresponding Author (ati mustikasari)

98	Marketing Management, Relationship Marketing, Service Marketing	ABS-11
Promotional Pricing Strategy, Brand Image, and Brand Ambassador of a Company on Customer Transaction Interest for Courier Services Aisah1, Rulit Candra2, Ratih Hurriyati3, Moch. Adib Sultan4 UNIVERSITAS PENDIDIKAN INDONESIA Abstract Intense competition in courier services today forces courier companies to continue to innovate in order to maintain their position in the hearts of their loyal customers amidst the onslaught of new players in the courier world. One of the efforts to continue to exist is to issue various marketing tactics, such as giving promotional prices (discounts), strengthening the company^s brand image and paying brand ambassadors in order to attract customer transaction interest for courier services. The existence of these marketing efforts is very interesting to study because it can be seen that promotional media can have a significant enough impact to attract prospective customer transactions. This study aims to determine how much influence the promotional price strategy (discount), brand image and brand ambassador have on customer transaction interest for courier services. Data was collected by distributing questionnaires to 273 respondents. Statistical data processing using the SPSS application for windows ver.27.0 with multiple linear regression methods. The results showed that promotional prices (discounts), brand image and brand ambassadors had a positive and simultaneous effect of 68.4% on customer transaction interest for courier services while 31.6% were influenced by other factors outside the research variables. Keywords: Brand ambassador, brand image, Promotional Pricing Strategy, Customer Transaction Interest Share Link | Plain Format | Corresponding Author (AISAH -)

99	Marketing Management, Relationship Marketing, Service Marketing	ABS-267
MODEL OF HIGHER EDUCATION QUALITY IMPROVEMENT THROUGH THE IMPLEMENTATION OF GOOD UNIVERSITY GOVERNANCE (GUG) Ratih Hurriyati, Heny Hendrayati, Frederick Marimon Viaudiu, S.Sulastri Universitas Pendidikan Indonesia University Internacional de Catalunya Spain Abstract The development of the number of private universities currently raises competition among universities in Indonesia. Bandung is one of the regions that has a lot of private universities so that the competition between private university is very high, but most of the private university has not been accredited National Accreditation Board of Higher Education, thus indicating that private university in Bandung still have low quality. The external environment, internal environment and good university governance are expected to be the solution of the problem by implementing the external environment, internal environment and good university governance as a strategy to improve the quality of private universities in Bandung. This research uses descriptive and verifikatif method, where SEM (Structural Equation Modeling) is used to analyze data statistically. The unit of analysis in this study are the leaders of private university as many as 142 people taken proportional random sampling. The results showed that the quality of universities is shaped by the external environment and the internal environment through intervening variable Good University Governance and Competitive Strategy. Increasing the leadership consideration to a good working environment is a supporting element of the formation of external environment and culture is a supporting element of the formation of internal environment need to get the attention of the leaders of the private university who if want to improve the quality of college. Keywords: External Environment, Internal Environment, Good University Governance (GUG), Competitive Strategy, Higher Education Quality. Share Link | Plain Format | Corresponding Author (Ratih Hurriyati Hurriyati)

100	Marketing Management, Relationship Marketing, Service Marketing	ABS-12
The Influence of Locus of Control,Motivation, and Family Environment on Student Entrepreneurial Interest Based on West Java Elvira Azis1*, Ratih hurriyati2, Bambang Widjajanta3, Agus Rahayu4, Lili Adi Wibowo5, Heny Hendrayati6, Ilham Arafi7 Universitas Pendidikan Indonesia Telkom University Abstract This study aims to determine the effect of interest in entrepreneurial intentions. This research is a survey at Bandung and West Java university students. The sample used was undergraduate students and 100 respondents were selected using the purposive sampling method, which is a sample selection technique where an individual chooses a sample based on a personal assessment of some appropriate characteristics of the sample members. The instrument having a good score in reability and validity test.The final score of non-parametric test analysis define that the data is corelated between dependent variable and independent variable Because of the score is less than 0,05 and corelation coefficient is close to 1.00. Keywords: Entrepreneurial Interest, Motivation, Family Environment, Locus of Control Share Link | Plain Format | Corresponding Author (Elvira Azis)

101	Marketing Management, Relationship Marketing, Service Marketing	ABS-15
Perceived Enjoyment and Perceived of Usefulness to Mobile Payment Users Continuance Intention Emi Amelia (a*)(b),Ratih Hurriyati (a), Bambang Widjajanta (a), Agus Rahayu (a),Lili Adi Wibowo (a), Vanessa Gaffar (a), Disman (a), Mokh.Adib Sultan (a), Christianingrum (a), a) Faculty of Economy and Business, Universitas Pendidikan Indonesia, Setiabudi Street No. 229 Bandung, Indonesia b) Institut Budi Utomo Nasional Majalengka, Indonesia Abstract This study aims to analyze the effect of perceived enjoyment and perceived usefulness on continuance intention in mobile payment users. Data was collected through a questionnaire which was distributed to 150 respondents using the mobile payment application. Data were analyzed using multiple regression with the help of SPSS 24 software. The results showed that perceived enjoyment and perceived usefulness had a positive and significant effect oncontinuance intention. This indicates that the higher the level of perceived enjoyment and perceived usefulness felt by the user, the higher the user^s desire to continue using the application. Therefore, mobile application developers must pay attention to aspects that can increase the user^s perceived enjoyment and perceived usefulness order to increase the user^s intention to continue using the application. Keywords: Perceived Enjoyment, Perceived of Usefulness, Continuance Intention. Share Link | Plain Format | Corresponding Author (Emi Amelia)

102	Marketing Management, Relationship Marketing, Service Marketing	ABS-16
The Influence of Experiential Marketing and Tourist Satisfaction on Revisit Intention Tourism on Belitung Island Christianingrum (ab*), Ratih Hurriyati (a), Bambang Widjajanta (a), Agus Rahayu (a), Lili Adi Wibowo (a), Vanessa Gaffar(a), Disman(a), Heny Hendrayati(a), Emi Amelia(a) a. Universitas Pendidikan Indonesia b. Universitas Bangka Belitung Abstract This study aimed to determine the effect of experiential marketing on Revisit intention, the effect of Tourist satisfaction on Revisit intention, and the positive influence and influence of experiential marketing and Tourist satisfaction on tourists on Belitung Island. This study uses quantitative data to test the hypothesis between research variables. The variables of this study are experiential marketing and tourist satisfaction, which affect revisit intention. The instrument used in this study was a questionnaire distributed to tourists who were visiting or who had visited the tourist area of Belitung Island. The sample in this study were tourists who had visited the tourist area of Belitung Island for the first time or more than once. The sampling technique used purposive sampling technique. The sample in this study was 212 respondents, but there were only 194 respondents who met the criteria to become respondents. The research data were analyzed using SEM-PLS with Smart PLS. The results showed that there was a positive and significant influence between experiential marketing on Revisit intention, there is a positive and significant influence between Tourist satisfaction, and there is a positive and significant influence between experiential marketing and Tourist satisfaction on Revisit intention of tourists on Belitung Island Keywords: Experiential Marketing, Tourist Satisfaction, Revisit Intention, Belitung Share Link | Plain Format | Corresponding Author (Christianingrum Christianingrum)

103	Marketing Management, Relationship Marketing, Service Marketing	ABS-17
Determining Consumer Purchase Decision For Product Imitation In Developing Country Khoirun Nisa Bahri, Ratih Hurriyati, Bambang Widjajanta, Agus Rahayu, Lili Adi Wibowo, Vanessa Gaffar, Candra Taufik a. Universitas Pendidikan Indonesia b. Universitas ^Aisyiyah Bandung Abstract The purpose of this study was to determine the effect of customer loyalty, brand image and price on purchasing decisions for Umama Scarves hijab products, which are imitation products from the Buttonscarves hijab brand. The research sample is Umama Scarves premium hijab buyers who also know Buttonscarves hijab. Multiple linear regression, simultaneous test and partial test were used to analyze the data. The results of this research show that purchasing decisions are simultaneously influenced by customer loyalty, brand image and price. Meanwhile, the partial test results show that brand image and price have an effect on purchasing decisions, while customer loyalty has no effect on purchasing decisions on imitation products in developing countries. Therefore Umama Scarves needs to pay attention to brand image and price variables in influencing purchasing decisions. Keywords: Purchase Decisions, Product Imitation, Brand Image, Customer Loyalty, Price Share Link | Plain Format | Corresponding Author (Khoirun Nisa Bahri)

104	Marketing Management, Relationship Marketing, Service Marketing	ABS-19
PERCEIVED RISK AS A MEDIATOR OF SENIOR TOURIST SUBJECTIVE NORM & TRAVEL INTENTION POST PANDEMIC IN INDONESIA Rahmat Priyanto (ab*), Ratih Hurriyati (a), Bambang Widjajanta (a), Agus Rahayu (a), Disman (a), Lili Adi Wibowo(a) a. STP Ars Internasional b. Universitas Pendidikan Indonesia Abstract Senior tourists are a group of tourists over 50 years old. The potential of senior tourists is very high in driving tourism economic growth. Currently Post Covid 19, the government has opened the door to national tourism for domestic and foreign tourists. Senior tourists are a group of tourists at risk of being affected by Covid 19 due to age and health factors, considering that Covid 19 sufferers still exist even though the number has decreased sharply. This study aims to analyze the travel intention of senior tourists through subjective norm as an exogenous variable and perceived risk as a mediator variable. Survey research activities were distributed to 100 senior tourists in the city of Bandung as a research sample. The research mediator analysis is based on the simple mediation model number 4 from Hayes using Process V.42 and SPSS 24. The test results in this study indicate that Subjective Norm directly has a significant effect on Post Covid 19 Senior Tourist Travel Intention. Then Perceived Risk as a research mediator cannot influence Subjective Norm on Post Covid 19 Senior Tourist Travel Intention. This research provides further understanding of the behavior of senior tourists after Covid 19 in Indonesia. Keywords: Subjective Norm, Perceived Risk, Travel Intention, Post Covid 19 Share Link | Plain Format | Corresponding Author (Rahmat Priyanto)

105	Marketing Management, Relationship Marketing, Service Marketing	ABS-21
Attitude torward the influencer to purchase intention Prasetyo Hartanto, Ratih Hurriyati, Vanesa Gaffar, Adieb Sultan, Puspo Dewi Dirgantari Universitas Nusa Putra and Universitas Pendidikan Indonesia (prasetyo.hartanto[at]nusaputra.ac.id)(prasetyo.hartanto[at]upi.edu) Universitas Pendidikan Indonesia Universitas Pendidikan Indonesia Universitas Pendidikan Indonesia Universitas Pendidikan Indonesia Abstract The rapid development of internet technology has significantly influenced consumer behavior and mindset in the shopping process. In this context, the selection of appropriate marketing communication channels plays a crucial role in achieving marketing objectives. This study aims to examine the influence of engagement on purchase intention through social media. The research methodology employed quantitative analysis using the SEM (Structural Equation Modeling) model with the AMOS 4 program. Descriptive statistics were used to calculate, describe, and summarize the research data effectively and logically. The findings of this study have several managerial implications that can guide influencers in their role as product marketers through personal accounts. It is important for influencers to be aware that their overall personality is being evaluated by the public, particularly their social media followers. Therefore, influencers should prioritize maintaining their personality, adhering to societal norms, and preserving their credibility. These considerations are essential for influencers to be successful in their profession and maximize their impact on consumer behavior. Keywords: Attitude Toward The Influencer, Engagement, and Purchase Intention. Share Link | Plain Format | Corresponding Author (Prasetyo Hartanto)

106	Marketing Management, Relationship Marketing, Service Marketing	ABS-25
Customer Relationship Management Business to Business (CRM B2B) Effectively Improving Customer Satisfaction and Customer Retention Budi Prakoso¹, Ratih Hurriyati², Heny Hendrayati³ Universitas Pendidikan Indonesia, Doctoral Program in Management Science Abstract Achieving revenue targets is very important for companies because it can make companies survive and continue to grow. Achieving the company^s revenue target is strongly influenced by customer retention which has a strong relationship with customer satisfaction, while customer satisfaction is significantly influenced by Customer Relationship Management. This study aims to determine the relationship between Customer Relationship Management variables on Customer Satisfaction and Customer Retention. The analysis is based on 107 respondents who are customers who have tied a cooperation contract with the company through a survey questionnaire. The research hypothesis analysis measurement model uses the Partial Least Square (PLS) procedure. The results showed that the CRM variable had a positive effect on the CS variable, the CRM and CS variables had a positive effect on CR, but the CRM variable had a direct negative effect on CR. The suggestion that can be given is that companies need to maintain and improve the quality of customer relationship management, because it will provide customer satisfaction which has an impact on customer retention. The company also needs to consider the feedback obtained from the customer relationship system for improving service quality and customer relations itself. Keywords: Customer Relationship Management, Customer Retention, Customer Satisfaction Share Link | Plain Format | Corresponding Author (Budi Prakoso)

107	Marketing Management, Relationship Marketing, Service Marketing	ABS-36
Market Positioning and Influence in Developing Museum as Educational Tourism Destination Gelar Mahendra*, Lailatul Aulia, Elly Malihah, Rini Andari Magister Pariwisata, Universitas Pendidikan Indonesia Jl. Dr. Setiabudi No.229, Isola, Kec. Sukasari, Kota Bandung, Jawa Barat 40154 *gelarmahendra99[at]upi.edu, ayalaila[at]upi.edu Abstract The main objective of this research is to analyse the importance of market positioning and its influence in developing museums as leading educational tourism destinations. Museums have significant potential to become attractive educational tourism destinations for visitors. However, to achieve their full potential, museums need to focus on effective market positioning and influence strategies. The research approach was carried out in a descriptive qualitative manners by doing interview, observation and also literature studies from previous similar works on this field. The findings demonstrate that market positioning plays a crucial role in developing museums as educational tourism destinations. It is known that to creating the best market positioning and influence is not easy, but it is doable. Keywords: Market positioning, Market Influence, Museum, Educational Tourism Share Link | Plain Format | Corresponding Author (Gelar Mahendra)

108	Marketing Management, Relationship Marketing, Service Marketing	ABS-37
Social Media as One of the Causes of the Disappearance of Commercial Sales Jobs in the Future and the Factors Increasing the Intention to Buy in Generation Y and Part of Generation Z in Indonesia FACHRY HASAN (2208820)1, TAZAR MARTA KURNIAWAN (2209243)2, RATIH HURRIYATI3, MOKH. ADIB SULTAN4 1,2 Mahasiswa Program Doktor Manajemen, Universitas Pendidikan Indonesia, Bandung 3, 4 FPEB, Universitas Pendidikan Indonesia, Bandung Abstract This study aims to analyze the impact of social media on the loss of Commercial Sales jobs and the increase in Intention to Buy among Generation Y and part of Generation Z in Indonesia. The research also considers the influence of word of mouth, customer experience, and brand equity on Intention to Buy. In addition to serving as independent variables, customer experience and brand equity also function as intervening variables that link social media and word of mouth to Intention to Buy. This study provides a better understanding of consumer behavior changes and market dynamics in the digital era. Another benefit of this research is providing insight into future business strategies, especially in adapting to the developments of social media and the preferences of younger consumers. The results can assist companies in formulating more effective and innovative sales and marketing strategies, as well as creating stronger brand value amid increasingly fierce market competition. Keywords: Social Media, Intention to Buy, Customer Experience, Brand Equity Share Link | Plain Format | Corresponding Author (Fachry Hasan)

109	Marketing Management, Relationship Marketing, Service Marketing	ABS-52
ANALYZING THE INFLUENCE OF CUSTOMER SATISFACTION AS A MEDIATING VARIABLE ON A LOCAL LUXURY MUSLIM BRAND TOWARD BRAND LOYALTY Ladya Lutfia Qurratuain Giffari (a), Nurrani Kusumawati (b) ab) School of Business and Management, Bandung Institute of Technology Jalan Ganesha 10, Bandung 40132, Indonesia Abstract The luxury goods industry has garnered global attention as a symbol of status and pride in people^s lives. This is particularly evident in the Asia-Pacific region, which boasts the largest consumer base for personal luxury goods. To capitalize on this immense opportunity, numerous prominent fashion houses are striving to establish their presence in the region. Indonesia, in particular, has witnessed significant growth in luxury goods consumption among the upper-middle-class segment. Several Muslim local brands have entered the market, offering luxurious and exclusive products characterized by high-quality fabrics and premium pricing, similar to established luxury brands. However, dissatisfaction among customers regarding the quality of these Muslim local brand products has emerged as a concern. Such dissatisfaction jeopardizes the brand^s public image and impacts brand loyalty. Consequently, this study explores the relationship between brand image, customers perceived value, customers perceived quality, and brand loyalty, with customer satisfaction as the mediating variable. Through a survey targeting Muslim wear consumers, data was analyzed using PLS-SEM. Remarkably, the research reveals that brand image significantly influences brand loyalty, even when customers are dissatisfied. Therefore, it is recommended that Muslim wear brands strengthen their brand image in alignment with the desired values they seek to represent. Keywords: brand loyalty, customer satisfaction, luxury brand, Muslim fashion, PLS-SEM Share Link | Plain Format | Corresponding Author (Ladya Lutfia Qurratuain Giffari)

110	Marketing Management, Relationship Marketing, Service Marketing	ABS-55
The Power of Green Influencers: Leveraging social media for Environmental Sustainability in Fast-Moving Consumer Goods Pearl Fafa Bansah(a) Vanessa Gaffar,(b) Disman (c) Ayu Krishna Yeliawati(d) Universitas Pendidikan Indonesia Abstract This study examines the relationship between green influencers and environmen-tal sustainability in the fast-moving consumer goods industry, with a particular concentration on natural and organic personal care products. Through platforms such as Facebook, Instagram, Twitter, and YouTube, data were collected from active social media users in Ghana using a quantitative approach and a descriptive survey design. Google Forms were used to distribute structured questionnaires and collect responses from participants. The study examined the influence of variables such as the extent of a green influencer^s social media following, exposure to their content, their credibility and authenticity, and the effectiveness of their strategies on environmental sustainability. 376 respondents comprised the sample, and probit regression analysis was used to analyse the data. Environmental sustainability has a positive relationship with the social media following of green influencers, according to the findings. Increased exposure to the content of green influencers, higher ratings for credibility and authenticity, and the perception that their strategies were more effective were also associated with an increased likelihood of environmental sustainability. In addition, higher levels of income and employment were associated with a greater likelihood of environmental sustainability. The research emphasises the significance of utilising green influencers to promote sustainable practices in the FMCG industry. Keywords: Green influencers, social media, environmental sustainability Share Link | Plain Format | Corresponding Author (Pearl Fafa Bansah)

111	Marketing Management, Relationship Marketing, Service Marketing	ABS-57
Whether AI-based Chatbots Influence Destination Visit Intentions? Nurdin Hidayah (a,b*), Ratih Hurriyati (a), Heny Hendrayati (a) a) Faculty of Economics and Business Education, Universitas Pendidikan Indonesia, Indonesia Jl. Dr. Setiabudhi No. 229 Bandung 40154 b) Tourism Department, Politeknik Pariwisata NHI Bandung, Indonesia Jl. Dr. Setiabudhi No. 186 Bandung 40141 *nurdin.hidayah[at]upi.edu Abstract Tourism information search has been significantly impacted by the internet and information and communication technology and what has emerged recently is an AI-based chatbot. This study aims to explain how the influence of the AI-based chatbot recommendation on destination visit intention. This study used a survey method by analyzing a sample of 116 using a simple linear regression analysis technique using IBM SPSS-25 software. The results show that the AI-based chatbot recommendation has a positive and significant effect on destination visit intention. This research contributes novelty to the development of tourist behavior theory in the field of tourism destination marketing, namely by providing empirical evidence that AI-based chatbot recommendations are another factor that can influence tourists^ visiting intentions to a tourism destination in addition to other factors that have been studied so far. Keywords: Artificial Intelligence- Chatbot- ChatGPT- Visit Intention- Destination Marketing Share Link | Plain Format | Corresponding Author (Nurdin Hidayah)

112	Marketing Management, Relationship Marketing, Service Marketing	ABS-60
The Impact of Key Opinion Leaders Presence during E-Commerce Live Streaming towards Perceived Value and Trust in Skincare Purchase Intention Ravanell Avaryl (a*), Nurrani Kusumawati (b) (ab) School of Business and Management, Institut Teknologi Bandung Jalan Ganesha 10, Bandung 40132, Indonesia *ravanell_avaryl[at]sbm-itb.ac.id Abstract E-commerce has revolutionized the beauty industry, offering customers a wealth of content and information to inform their purchasing decisions. Brands have harnessed the power of Key Opinion Leaders (KOLs) to elevate the live shopping experience, influencing consumer behavior. Despite its popularity, live shopping has not yet become the main platform for buying beauty products, posing challenges in building trust for online skincare purchases in Indonesia. This research aims to explore how the presence of KOLs impacts customers perception of value and trust, influencing their intention to purchase skincare products through live streaming e-commerce. The study adopts a comprehensive approach, combining qualitative and quantitative analyses. Qualitative data is analyzed using automated coding with NVivo software, while quantitative data is analyzed using the Partial Least Squares Structural Equation Modeling (PLS-SEM) method. The research targets skincare enthusiasts experienced in live streaming features, with a minimum of 12 respondents for qualitative analysis and 200 respondents for quantitative analysis. The qualitative phase also explores additional variables such as brand preference and price promotion, which are further examined quantitatively. The findings emphasize the significant influence of KOLs in e-commerce live streaming, impacting customers perceived value and trust and shaping their purchasing intentions for skincare products. Based on these insights, it is recommended that e-commerce sellers continue leveraging KOLs in their live streaming features to enhance customers desire to buy skincare products. This research provides valuable guidance for refining strategies and maximizing the potential of live streaming platforms in the ever-evolving beauty industry. Keywords: E-Commerce- Key Opinion Leader- Live Streaming- Purchase Intention- Skincare Share Link | Plain Format | Corresponding Author (Ravanell Avaryl)

113	Marketing Management, Relationship Marketing, Service Marketing	ABS-64
STRATEGY FOR MANAGING OFFLINE SALES CHANNELS IN THE DIGITAL ERA FOR THE COURIER INDUSTRY Iwan Gunawan1, Ratih Hurriyati2, Mokh. Adib Sultan3 Universitas Pendidikan Indonesia Abstract In the digital era, where online platforms dominate the business landscape, offline sales channels still play a crucial role, including in the courier industry. These sales channels have undergone remodeling with the concept of collaboration, involving partnerships with companies and individuals in the community to enhance service reach and become more agile. In managing offline sales channels, there are challenges in business development and operations, requiring a win-win strategy between operators and channel partners. This study aims to identify opportunities for improving offline channel conflict resolution and formulate strategies for the development of channel management in offline retail courier businesses as a foundation for formulating channel management strategies in the retail courier business. The primary data used in this research were collected through questionnaires distributed to courier agents, with a sample of 141 respondents representing courier agent managers across Indonesia. The results of the study, using path analysis, show that Channel Operation System and Channel Intermediary Relations have a positive and significant influence on Channel Performance. The findings from the data analysis can be used as a basis for managing offline courier retail channels. Keywords: channel management, channel intermediary, operation system Share Link | Plain Format | Corresponding Author (Iwan Gunawan)

114	Marketing Management, Relationship Marketing, Service Marketing	ABS-69
Effect of Differentiation of Pospay Kiosk Services on the Decision to use an application as a Consumer Service (Case study: PT Pos Indonesia (Persero)) Pujiati B (2208761)1, Iwan Gunawan (2208848)2, Ratih Hurriyati 3, Mokh. Adib Sultan 4 1,2 Student of Doctoral Program Universitas Pendidikan Indonesia, Bandung 3,4 FPEB Universitas Pendidikan Indonesia, Bandung Abstract This research investigates the influence of service differentiation in Pospay Kiosk on the decision of consumers to use the application. Employing an associative quantitative approach, this study includes service differentiation as the independent variable and competitive advantage as the dependent variable. Data was gathered through questionnaires, and multiple linear regression analysis was utilized to evaluate the relationship between the variables. The findings reveal a positive and significant influence between service differentiation and competitive advantage, indicating that the higher the service differentiation, the greater the competitive advantage. Descriptive analysis also demonstrates that good service differentiation is considered important by consumers. This study provides new insights into improving adoption and customer satisfaction through service differentiation Keywords: Service Differentiation, Competitive Advantage, Pospay Kiosk, Associative Quantitative Method. Share Link | Plain Format | Corresponding Author (Pujiati B)

115	Marketing Management, Relationship Marketing, Service Marketing	ABS-78
BRAND IMAGE: ITS INFLUENCE ON YOUKU APPLICATION PURCHASE DECISIONS Bagas Rino Anggoro(1*), Heny Hendrayati(2), Chairul Furqon (3), Ratih Hurriyati (4) 1. Indonesia University of Education, Bandung 2. Faculty of Economics and Business Education bagasrinoanggoro[at]upi.edu Abstract The low number of YOUKU application customers compared to other applications is caused by a kind of individual perception of a product, causing changes in the preferences of potential consumers in determining purchasing decisions. This study aims to determine the effect of brand image on purchasing decisions in one of the video streaming applications, namely YOUKU. The population in this study is UPI management students who know the YOUKU application with a sample of 52 people using the saturated sample method sampling technique. The data analysis technique used is the descriptive and inferential analysis which is carried out through the Partial Least Square 4 or PLS 4 analysis tool. The results of this study are all indicators on brand image variables have a significant influence on purchasing decisions. The benefit of this research is that it provides important insights for YOUKU managers and the digital entertainment industry to pay serious attention to understanding the importance of a strong brand image to improve users purchasing decisions. Keywords: Keywords-- brand image- purchase decision- YOUKU app Share Link | Plain Format | Corresponding Author (Bagas Rino Anggoro)

116	Marketing Management, Relationship Marketing, Service Marketing	ABS-79
Revolutionizing Small Business: Green Marketing Strategies for Creative Industries Sri Sudiarti,Ari Arisman, Ardiansyah Universitas Cipasung Tasikmalaya Universitas Perjuangan Universitas Cipasung Tasikmalaya Abstract This research aims to explore and propose green marketing strategies to revolutionize small businesses in the creative industries of Tasikmalaya. With the growing concern for environmental sustainability, small businesses in the creative industries have a unique opportunity to adopt green practices and incorporate them into their marketing strategies. Tasikmalaya, known for its vibrant creative sector, provides an ideal context to examine the potential for revolutionizing small businesses through green marketing. The research adopts a qualitative approach, combining in-depth interviews, case studies, and analysis of secondary data related to green marketing and the creative industries in Tasikmalaya. The data collected will be analyzed using thematic analysis to identify current marketing practices, environmental challenges faced by small businesses, and potential strategies for integrating green marketing into their operations. The findings of this research will shed light on the current state of green marketing adoption among small businesses in the creative industries of Tasikmalaya. It will identify the barriers and drivers for implementing green marketing strategies. By incorporating green marketing, small businesses can differentiate themselves in the market, attract environmentally conscious consumers, and contribute to the overall sustainability goals of the creative industries in Tasikmalaya. Keywords: revolutionizing small businesses, green marketing, creative industries, environmental sustainability, marketing strategies Share Link | Plain Format | Corresponding Author (Sri Sudiarti)

117	Marketing Management, Relationship Marketing, Service Marketing	ABS-82
THE IMPACT OF SERVICESCAPE ON PURCHASE DECISION Rizki Akmal Fadhil (1*), Heny Hendrayati (2), Ratih Hurriyati (3) 1) Universitas Pendidikan Indonesia 2) Universitas Pendidikan Indonesia 3) Universitas Pendidikan Indonesia 4) Universitas Pendidikan Indonesia *Corresponding author. Email: rizkiakmalf[at]gmail.com Abstract With increasingly dynamic consumer behavior due to technological developments coupled with the increasingly fierce competition in the foto box service industry, this study aims to analyze the effect of the foto box servicescape on purchase decisions at Fotohokkie The Hallway, Bandung City. The research data was obtained by distributing questionnaires to Fotohokkie users online using Google Forms. Determination of the sample based on the theoretical criteria suggested obtaining a sample of 100 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 Servicescape has a significant influence on the Purchase Decision of Fotohokkie The Hallway service users in Bandung City. This is because of the different advantages in terms of photo layout and environmental comfort. Keywords: Servicescape- Purchase Decision- Foto box Share Link | Plain Format | Corresponding Author (Rizki Akmal Fadhil)

118	Marketing Management, Relationship Marketing, Service Marketing	ABS-83
Implications of Sensory Marketing of Indonesian Culinary Fine Dining On Customer Satisfaction Ayu Nurwitasari (a,b*) , Heny Hendrayati (a) a) Universitas Pendidikan Indonesia, Indonesia Jl. Dr. Setiabudhi No. 229 Bandung 40154 b) Politeknik Pariwisata NHI Bandung, Indonesia Jl. Dr. Setiabudhi No. 186 Bandung 40141 *ayu_nurwitasari[at]upi.edu Abstract The research paper discusses the implications of sensory marketing in the presentation of Indonesian culinary fine dining on customer satisfaction. The research concludes that sensory marketing plays a crucial role in enhancing consumer satisfaction in Indonesian fine dining experiences. The use of human senses such as taste, aroma, visual appearance, ambience, and texture can create an enticing and satisfying experience. The research also highlights the importance of the presentation procedure, the selection of quality ingredients, and the use of appropriate processing techniques in creating a satisfying sensation for consumers. The study emphasizes that food presenta-tion that meets consumer can form a positive image of Indonesian culinary fine dining restaurants, leading to high levels of consumer satisfaction and increased chances of consumers returning or rec-ommending restaurants to others. The importance of price matching, service quality, human resource quality, and hygienic and sanitary quality in creating a unique and satisfying dining experience. The re-search method used in this research is quantitative research method. Collecting historical data and observe carefully about certain as-pects closely related to the problem under study so that data will be obtained that support the preparation of the report. The paper con-cludes that sensory marketing plays an important role in increasing consumer satisfaction in Indonesian fine dining experiences. Accu-racy in combining various sensory elements in food presentation can increase consumer satisfaction. The implication of sensory market-ing in serving Indonesian culinary fine dining has great potential to increase customer satisfaction and build a good reputation for the restaurant. Keywords: Culinary, Customer Satisfaction, Fine Dining, Sensory Marketing Share Link | Plain Format | Corresponding Author (Ayu Nurwitasari Nurwitasari)

119	Marketing Management, Relationship Marketing, Service Marketing	ABS-84
STRATEGIC MANAGEMENT TO IMPROVE THE COMPETENCE OF CULINARY ARTS STUDENTS AT THE POLYTECHNIC OF TOURISM NHI BANDUNG Ayu Nurwitasari (a,b*), Agus Rahayu (a), Puspo Dewi Dirgantari (a), Lili Adi Wibowo (a) a) Universitas Pendidikan Indonesia, Indonesia Jl. Dr. Setiabudhi No. 229 Bandung 40154 b) Politeknik Pariwisata NHI Bandung, Indonesia Jl. Dr. Setiabudhi No. 186 Bandung 40141 *ayu_nurwitasari[at]upi.edu Abstract Important factors in improving competence are determined by input, process, environmental support, facilities and infrastructure. Input is related to the condition of students (interest, talent, potential, motivation, attitude). The process is closely related to the creation of a learning atmosphere, in this case more emphasis is placed on student creativity. This study aims to examine and explain the conditions of strategic management, improving student competence and the conditions of the Culinary Arts Study Program at the NHI Bandung Tourism Polytechnic. This research is a quantitative study with the data used is the population, namely students of the Culinary Arts Study Program, totaling 43 respondents. Data collection was carried out by questionnaire. The foundation of the theory Resource-based view is a strategic management model first introduced by Wernefelt (1984) as ^Strategically valuable resources^ which was later popularized by Barney in 1986. Respondent Response Plan. Based on the answers from the table 4.5 statement that respondents strongly agree (SS) amounted to 5 people (11.6%), the respondents^ answers agreed (S) as many as 22 people (51.1%, the respondents^ answers were doubtful (RR) as many as 6 people (614.0%) and the respondents^ answers disagreed (TS) as many as 10 people (23.3%). Based on the data above, it can be interpreted that the respondent^s answer dominates by agreeing and entering the high category. This means that the planning of a problem by strategic management is very good. Respondents^ Responses regarding Action / standard quality improvement results of the Culinary Arts Study Program Graduate Competency Standards. Based on the answers from the table 4.10 statement that the respondents strongly agreed (SS) amounted to 9 people (20.9%), the respondents^ answers agreed (S) as many as 25 people (58.1%, the respondents^ answers were doubtful (RR) as many as 5 people (11.6%) and the respondents^ answers disagreed (TS) as many as 4 people (9.3%). Based on the data above, it can be interpreted that the respondents^ answers dominate by agreeing and entering the high category. This means that with the standard quality improvement results, the Culinary Arts Study Program Graduate Competency Standards are in accordance with the standards. Keywords: Strategic Management, Competency Improvement, Culinary Arts Share Link | Plain Format | Corresponding Author (Ayu Nurwitasari Nurwitasari)

120	Marketing Management, Relationship Marketing, Service Marketing	ABS-85
The Influence of Electronic Service Quality (Mobile Banking) on Electronic Customer Loyalty Through Electronic Customer Satisfaction As A Mediation Variable Novi Lestari (1*), Heny Hendrayati (2), Ratih Hurriyati (3) 1 Universitas Pendidikan Indonesia Jalan Dr. Setiabudi No. 229 Bandung, Indonesia 2 Faculty of Economics and Business Education *Corresponding author Email: noviviviles[at]gmail.com Abstract The important role of banking for the Indonesian economy and the increasingly rapid pace of technology, it is only fitting for BNI as a pioneer bank in Indonesia to be superior in terms of technology. However, there is a decrease in BNI Mobile Banking^s rating compared to other similar Mobile Banking applications, so this study aims to analyze the effect of BNI Mobile Banking^s electronic service quality on electronic customer loyalty through electronic customer satisfaction as a mediating variable. The research data was obtained through a survey method using a questionnaire technique, in which the research sample was 100 customers using BNI Mobile Banking through a non-probability sampling technique using purposive sampling method. Data processing uses the Statistical Product for Service Solutions (SPSS) 24.0 for windows application with research data analysis using multiple linear regression through mediating variables. The results of the study show that electronic service quality has an effect on customer loyalty through customer satisfaction as a mediating variable for customers who use BNI Mobile Banking. Keywords: Electronic Service Quality- Electronic Customer Loyalty- Electronic Customer Satisfaction- Banking- BNI Mobile Banking Share Link | Plain Format | Corresponding Author (Novi Lestari)

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