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Abstract Topic: Marketing

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An Assessment of Customer Satisfsction Using SERVQUAL Model in Melaka Halal Hotel
Wong Pit Yin, Nurulizwa Rashid, Norain Ismail, Mohd Shamsuri Md Saad, Mohd Fauzi Kamarudin

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Corresponding Author
WONG PIT YIN

Institutions
a) Universiti Teknikal Malaysia Melaka
b) Center for Languanges and Human Development

Abstract
Abstract: The service quality in Halal hotel sector is a key determination toward successful market. The current trend of enhancing good quality management in Halal hotel affect the goal of competitive advantage between Halal hotel. The conceptual model of service quality is needed to understand the provenance of service quality and potential gaps in quality. The study aims to help the Halal hotel to measure the service quality by using the SERVQUAL model. The study consists of five independents variables which are tangible, empathy, reliability, assurance and responsiveness while the dependent variable is customer satisfaction. The survey data was collected from 150 respondents were analysed using Statistical Package from the Social Science (SPSS 23.0). This research uses the cluster sampling technique as probability sampling. The findings of this research contribute to the Syariah compliance hoteliers as well as the government over Malaysia tourism industry.

Keywords
Halal hotel, SERVQUAL model, customer satisfaction

Topic
Marketing

Link: https://ifory.id/abstract/azep6YTjk7Df


Analysing the Decoy Effect on Online Product Purchasing Preference: An Experimental Study
Intan Sherlin (a*), Ferry Siswadhi (b**), Elex Sarmigi (c***)

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Corresponding Author
Intan Sherlin

Institutions
a) Economic Development Study Program, Sekolah Tinggi Ilmu Ekonomi Sakti Alam Kerinci, Sungai Penuh, Indonesia
*intansvsi[at]gmail.com
b) Management Study Program, Sekolah Tinggi Ilmu Ekonomi Sakti Alam Kerinci, Sungai Penuh, Indonesia
**fsiswadhi[at]stie-sak.ac.id
c) Shariah Banking Department, Institut Agama Islam Negeri (IAIN) Kerinci, Sungai Penuh, Indonesia
***elexsarmigi[at]gmail.com

Abstract
Why would one want to buy expensive popcorn at the cinema, while they could get the same with much lower price in supermarket? Economically speaking, it is a rip off. However, there is an effective psychologycal technique called the decoy effect that could affect our economical thinking in a way that the targeted good will be purchased even if it is overpriced. Earlier research showed that consumers preference could be shifted when there are three options: the target, competitor, and decoy. In this IR 4.0, sellers market their products through digital marketplaces to reach more consumers worldwide. This research analyses whether the decoy effect exists in Indonesia-s digital marketplace, and what effect does customers- review has on it. Data are collected through online surveys by replicating an online shopping choice sets for a trash bin. We choose marketplace Shopee as it has some features enabling us to do the experiment. The control and treatment 1 choice-sets are used to test whether the decoy effect exists in digital market. Treatment 2 is used to measure the strength of a decoy with smaller/bigger amount of buyers, and Treatment 3 measures the strength of a decoy with positive/negative reviews. A total of 90 subjects are randomly given one choice-set. Results show that decoy effect exists in digital marketplace Shopee. Amount of buyers influences the strength of decoy effect; smaller amount weakened it, bigger amount strengthen it. Data also suggests that decoy with negative review reduces the strength of its effect, vice versa.

Keywords
decoy effect, decoy marketing, marketing strategy, purchasing preference, customer preference

Topic
Marketing

Link: https://ifory.id/abstract/X6zBAM7Numk4


Analysis Of Extended Unified Theory Of Acceptance And Use Of Technology-2 Factors Towards Continuance Intention Of GOPAY Users In Yogyakarta
Shabrina Syevami Mustofa

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Corresponding Author
Shabrina Syevami Mustofa

Institutions
School of Business and Management, Bandung Institute of Technology
Jalan Ganesha 10, Bandung 40132, Indonesia
shabrina.syevami[at]sbm-itb.ac.id

Abstract
Technology innovation brings many changes in the payment system, in which there is a transformation from traditional payment systems to digital or electronic payment systems. In responding to the digital changes and fulfilling the need of digital payments, businesses in Indonesia are currently emerging the financial technology (fintech) sector. One of the fintech payment product that is growing rapidly in Indonesia is a digital wallet. The market of electronic wallets in Indonesia is dominated by GoPay, an digital wallet used to make transactions within the GoJek application. GoPay has the best and fastest growth among other electronic payments in Indonesia. With the rapid growth of GoPay, GoPay have to always improve the quality of their performance and services by understanding the technology from consumer point of view. This research aims to identify the factors that influence user continuance intention in using GoPay based on the Extended Unified Theory of Acceptance and Use of Technology-2 (UTAUT-2) Model. There are nine variables examined, namely Performance Expectancy (PE), Expectancy Expectancy (EE), Social Influence (SI), Facilitating Conditions (FC), Hedonic Motivation (HM), Price Value (PV), Habit (HA), Trust (TU ), and Perceived Risk (PR). The methode of analysis in this research uses Multi Linear Regression. The results of this research found out that there are four significant factors influencing user continuance intention, namely Hedonic Motivation (HM), Performance Expectancy, Perceived Risk (PR), and Habit (HA). The most significant factor in influencing Continuance Intention (CI) is Hedonic Motivation (HM).

Keywords
Digital Wallet, GoPay, Continuance Intention, Extended UTAUT2, and Multi Linear Regression

Topic
Marketing

Link: https://ifory.id/abstract/nzAeptYRX3N4


ANALYSIS OF FIVE FEET TRADERS IN THE CIPUTAT TRADITIONAL MARKET IN ISLAMIC BUSINESS ETHICS PERSPECTIVE
Ari Wibowo, Adi Mansah

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Corresponding Author
Adi Mansah

Institutions
Universitas Muhammadiyah Jakarta

Abstract
The market is one of the places where buying and selling transactions occur between traders and consumers as well as between traders and other traders, which are often referred to as shopping centers, traditional markets, plazas and other designations. Deviant behavior is often found in traditional markets. Therefore, Islamic business ethics plays an important role in regulating the behavior of traders. In this connection, the researcher wanted to find out how the behavior of Muslim street vendors in Ciputat traditional market in the perspective of Islamic business ethics. This study uses a qualitative method with a descriptive approach. That is, the data collected is not in the form of numerical data, but data derived from interview scripts, observations, documentation, researchers and other official documents that support, which then the data are described, analyzed and discussed to answer the problem. The implication of this research is that as Muslim traders in carrying out their activities, they always adhere to the rules set by the Islamic religion. Which will indirectly have an impact on the lives of the traders themselves.

Keywords
behavior of street vendors, understanding traders, Islamic business ethics, traditional ciputat markets.

Topic
Marketing

Link: https://ifory.id/abstract/vaYNFTgcKkPz


Analysis Of Service And Customer Value Diferences That Influence Customer Satisfaction And Loyalty Of Freight Forwarding Customer Services Pt. Atlantic Container Line
yusuf suhardi (a*), Zulkarnaini (b), Arya Darmawan (c), Anisa Nanda Novita (d)

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Corresponding Author
Yusuf Suhardi

Institutions
Sekolah Tinggi Ilmu Ekonomi Indonesia

Abstract
This study aims to determine the effect of service differentiation and customer value on customer satisfaction and customer loyalty of freight forwarding services at PT. Atlantic Container Line. Independent variable service differentiation and customer value that influence the analysis of the dependent variable are customer satisfaction and customer loyalty of PT. Atlantic Container Line. The population is large and unknown, so the sampling in this study using MoE of 96.4 respondents rounded 97 with the analysis method used is Partial Least Square (PLS). The results of this study indicate that Service Differentiation has no significant effect on Customer Satisfaction, Customer Value has a significant effect on Customer Satisfaction, Service Differentiation has a significant effect on Customer Loyalty, Customer Value has a significant effect on Customer Loyalty and Customer Satisfaction has a significant effect on Customer Loyalty. And the indirect effect between service differentiation variables on customer loyalty through customer satisfaction has insignificant effect because it has an indirect effect, while the indirect effect between customer value variables on customer loyalty through customer satisfaction has a significant effect due to having (indirect effect).

Keywords
service differentiation; customer value; customer satisfaction and customer loyalty

Topic
Marketing

Link: https://ifory.id/abstract/qzxXhJ7UtA6M


Analysis of the Effect of Motorcycle Product Attributes on Consumer Behavior
Suryadi, Yunia Afiatin, Ludfi Djajanto

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Corresponding Author
Suryadi Suryadi

Institutions
State Polytechnic of Malang

Abstract
Public transportation in Indonesia was dominated by the use of motorbikes which caused competition for motorcycle sales increasingly tight for several brands, especially Honda and Yamaha. The purpose of this study is to determine and analyze the factors of price perspective attributes, brand benefits, media branding, promotions, after-sales guarantee, products, colors, and designs as well as fuel consumption as items of motor products on consumer behavior. The sampling technique used in this study was purposive sampling with a sample size of 194 respondents. The data analysis was using descriptive analysis and multiple linear regression analysis using SPSS software. The results showed that Hondas products were more dominant in the implementation of its marketing strategy with a contribution of 87.75% while the attributes of Yamahas products contributed to the influence of the remaining 79.40% influenced by other factors. In addition, the results of the analysis obtained a regression equation for Honda products Y = -13.33 + 0.428 X1 - 0.035 X2 + 0.02 X3 + 0.319 X4 + 0.01 X5 + 0.367 X6 - 0.03 X7 + 0.034 X8, while for Yamaha products are Y = -13.03 + 0.37 X1 + 0.5 X2 + 0.11 X3 + 0.30 X4 - 0.004 X5 + 0.33 X6 - 0.13 X7 + 0.2X8. This means that the attributes X1 (Engine), X3 (Media Branding), X4 (Price), X6 (Advertisement), and X8 (Fuel Consumption) had a positive influence on consumer behavior to buy both Honda and Yamaha products.

Keywords
Product Attributes, Consumer Behavior

Topic
Marketing

Link: https://ifory.id/abstract/jJrQ2VkaDfUn


Application Of Risk Management Models In Managing The Risk Of Use Of Social Media In Highers Education
Erna Lovita, Gatot Prabantoro

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Corresponding Author
Gatot Prabantoro

Institutions
STEI Indonesia

Abstract
The use of social media in tertiary institutions is inseparable from the risks of social media. This study aims to understand the extent to which organizations take a reactive approach to managing social media risk, because failure to manage this risk adequately can have a detrimental effect on organizational sustainability, including organizational profitability. This research focuses on how organizations especially universities manage social media risk with the Social Media Risk Management Model (MMR-MS) approach. The MMR-MS approach used in this study includes four components, namely: (i) Social Media Use, (ii) Perceived Risk of Use, (iii) Policy Implementation, and (iv) Training and Technical Control. This research uses a descriptive quantitative research approach, which is measured using a method based on multiple linear regression with SPSS Version 25. The data used in this study are primary data. Data collection techniques using the method of distributing questionnaires using Google form. There were 93 respondents from 18 state and private universities in the DKI Jakarta area, namely employees and lecturers from each of these universities. The results in this study indicate that partially (1) Social Media Use and Perceived Risk of Use, affect Policy Implementation, (2) Social Media Use, Perceived Risk of Use and Policy Implementation affect Training and Technical Control. And there are intervening effects that occur on the influence of Social Media Use and Perceived Risk of Use on Training and Technical Control through Policy Implementation.

Keywords
Social Media Use, Perceived Risk of Use, Policy Implementation, Training and Technical Control

Topic
Marketing

Link: https://ifory.id/abstract/XewVA3ZkL2qW


Can Negative News Influence Your Intention to Vote?
Anisa Humairoh (a*), Nurdin Sobari (b)

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Corresponding Author
Anisa Humairoh

Institutions
a) Magister Management, Universitas Indonesia
Jalan Salemba Raya 4, Central Jakarta, Indonesia
*admisi.mmfeui[at]ui.ac.id
b) Magister Management, Universitas Indonesia
Jalan Salemba Raya 4, Central Jakarta, Indonesia

Abstract
The growth of negative campaign commited during marketing is one of the factors that is making this topic interesting. On the other hand, the negative coverage done by the media can also be the source of negative campaign. The Negative reports from the media can then influence publics intention to vote. Therefore, this study is aiming on examining the role of negative news in moderating party identificaiton, political trust, political interest and government performance towards interntion to vote. This studys subject is the impact of negative news towards incumbent governors on the election of the DKI Jakartas Governer in 2022. The method used for this study is Structural Equation Model (SEM) method with moderation variable. Results shows that political interest doesnt have any significant relations towards the intention to vote. On the other side, the other three variables are proved to be positively related to intetion to vote. Meanwhile, negative news is proved to strengthen the intention to vote of identification party and political trust variable but not for government performance. In conclusion, negative news can influence ones intention to vote but is inefective in weakenig ones intention to vote.

Keywords
Political Marketing; Intention to Vote; Negative News; Negative Campaign

Topic
Marketing

Link: https://ifory.id/abstract/JY6PuKx7fdHF


Consumer attitude and intention to adopt PayLater – An empirical study
Ayu Setya Rachmawati

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Corresponding Author
Ayu Setya Rachmawati

Institutions
Universitas Indonesia

Abstract
Due to rapidly growing online market and supply of mobile devices, the need for mobile Fintech payment service that supports trust and easiness of payment options has increased. Payment options that are provided by the e-commerce platform influence the customer purchase decision making. Credit is an attractive way to buy now rather than buying after saving. The purpose of this paper is to examine the factors that influence a consumer-s attitude and intention to use PayLater using a sample representative of Indonesians millennial users. The technology acceptance model (TAM) and theory of acceptance and use of technology (UTAUT) used in this study. A nationwide primary survey was conducted using the questionnaire. Convenience sampling was used to select the respondents. In total, 473 respondents participated in the survey, and PLS-SEM was used to estimate and test the hypothesized model. The results show that factors like perceive ease of use (PEOU), perceived usefulness (PU), trust, security, facilitating conditions, lifestyle compatibility and debt attitude have a significant impact on the consumer attitude and intention to use PayLater. The findings of this study provide several important implications for PayLater adoption research and practice.

Keywords
Adoption, Debt, Payment, PayLater

Topic
Marketing

Link: https://ifory.id/abstract/qYvMRZyG79dr


Consumers- Continuance Usage Intention in Mobile Payment Services
Nadira Fitria; Dr. Nurdin Sobari, S.E., M.M

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Corresponding Author
Nadira Fitria

Institutions
University of Indonesia
Jalan Margonda Raya, Kota Depok, Jawa Barat 16424

Abstract
Mobile payment services are becoming increasingly popular as mobile devices and internet usage increase in Indonesia. The acceptance of mobile payment depends on the consumers- continuing use of mobile payment. Although the usage of mobile payment is growing, there are still some disadvantages from its use. This study aims to investigate empirically consumers- continuance intention on mobile payment by using technology acceptance model theory extended with technology continuance theory. Furthermore, this study also focuses on perceived risk, trust, and social influence which might also impact the intention of continuance usage. The model of this study was tested in an online survey with structural equation modeling. The target population in this study is Indonesian consumers at least 18 years old who has been using mobile payment in their daily lives. The result finds that perceived ease of use and perceived usefulness of mobile payment positively influences the continuance intention through satisfaction. Moreover, perceived risk negatively influences consumers- attitude towards mobile payment using.

Keywords
Mobile payment, continuance intention, technology acceptance model

Topic
Marketing

Link: https://ifory.id/abstract/xNDF6PnE8LyQ


Content Analysis of Social Media : The Grounded Theory Approach
Brian Al Afwan, Manahan Siallagan, Utomo Sarjono Putro

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Corresponding Author
brian al afwan izwar

Institutions
a) School of Business Management, Bandung Institute of Technology

Jalan Ganesha 10, Bandung 40132, Indonesia
brian.alafwan[at]sbm-itb.ac.id

Abstract
The purpose of this research was to unfolded factors of how instagram influencers create contents in social media. The model built by in-depth interviews with three influncers combined with literature review, and cross-checking social media sites. The factors proposed are : internal analysis, competitors analysis, and audience analysis. Unlike prior researchs, this is the first study explore how Indonesian influncers create their contents.

Keywords
content creation model, viral content, content analysis

Topic
Marketing

Link: https://ifory.id/abstract/NrhUk2GnbHqm


CRM and Knowledge Management Capability: Achieving Innovation Performance in Indonesia and Thailand Service Industry
Nuryakin, Indah Fatmawati, Kumpanat Siriyota

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Corresponding Author
Nuryakin Nuryakin

Institutions
Universitas Muhammadiyah Yogyakarta. Indonesia
Universitas Muhammadiyah Yogyakarta. Indonesia
Khonkaen University. Thailand

Abstract
The aims of this research is to investigate the effect of Customer Relationship Management on knowledge management capability and innovation performance. This research also examines the mediating role of knowledge management capability to achieving innovation performance on comparing study service industry between Indonesia and Thailand. This research uses a quantitative research design to ensure and developing the research design use questionnaire technique approach. The unit analyze in this research was explore the owner of service industry and were responsible for managing relationships with customers. The respondents of this research was 406 respondents with comparing study a distribution of 200 respondent from Thailand and 206 respondent from Indonesia. The purposive sampling approach was used in sampling techniques. The results of this research explain that Customer Relationship Management has a positive effect on knowledge management capability and innovation performance. The results of this study also explain the mediating role of knowledge management capability on innovation performance

Keywords
CRM, knowledge management capability, innovation performance

Topic
Marketing

Link: https://ifory.id/abstract/FtvzxKLRcUhV


Customer Engagement Experiences on Freemium Business Model
Muhammad Rezky Rahmansyah

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Corresponding Author
Muhammad Rezky Rahmansyah

Institutions
Universitas Indonesia

Abstract
In recent years, software application providers have developed business models by increasing large user databases, having planned marketing, offering added value to users, and increasing the type of service. The business model is called freemium. This business model allows users to access software applications for free and allow users if they want to improve services on those software applications. Therefore, freemium is the best strategy in bridging the value of software applications and user experience while they trying out. Although many users are satisfied, many companies failed to implement this business model because many users do not want to pay more for a software application. On the other hand, user satisfaction does not always influence on user loyalty under certain circumstances. User engagement with products has also become important in the digital world. In fact, user engagement can encourage long-term relationships between companies and users. The study develops a research model based on customer engagement experiences framework including intrinsic enjoyment, utilitarian value, temporal experience, and social facilitation. The originality of this study is moderating role of customer engagement experiences in the satisfaction – loyalty relationship at freemium software application

Keywords
Freemium, Customer Engagement Experiences, Software Applications, Satisfaction, Loyalty

Topic
Marketing

Link: https://ifory.id/abstract/XHfQgbMRr9Nx


CUSTOMER LOYALTY FORMATION MODEL BASED ON SATISFACTION CUSTOMER IN E-COMMERCE-BASED TRANSPORTATION INDUSTRY IN INDONESIA
JATMIKO(a*), ARI ANGGARANI WINADI (b), SUDARWAN (c)

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Corresponding Author
Jatmiko jatmiko

Institutions
a) Faculty of Economic and Businnes, Esa Unggul University JAKARTA-INDONESIA
*) jatmiko[at]esaunggul.ac.id
b) Faculty of Economic and Businnes, Esa Unggul University JAKARTA-INDONESIA
c) Faculty of Economic and Businnes, Esa Unggul University JAKARTA-INDONESIA

Abstract
The research objective is to create a construction model for the formation of Customer Loyalty based on Customer Satisfaction in the E-Commerce-Based Transportation industry to improve the ability to compete in maintaining loyal customers and reaching new customers. Companies must know how the pattern of the formation of Customer Loyalty based on Customer Satisfaction in the E-commerce based transportation industry, based on brand image and service quality. The research design is quantitative and in the form of explanatory causality, testing the effect of brand image and service quality factors on customer loyalty through customer satisfaction with 380 respondents. Sampling uses a purposive sampling technique. Hypothesis testing uses Structural Equation Modeling (SEM) through AMOS. Brand image factors (X1) include the strength of brand associations, the uniqueness of brand associations, the uniqueness of brand associations; Service Quality Factors (X2) include tangible, empathy, responsiveness, reliability and assurance; to Customer Loyalty (Y) including making regular repurchase, purchasing across products and service lines, referring others, demonstrating an immunity to the full of the competition; and Customer Satisfaction (Z) includes buying again, buying other products, offering company ideas / products, saying good or recommending them. The results showed that Brand Image and Service Quality partially had a positive and significant effect on customer satisfaction. Brand Image and Service Quality have a significant positive effect on Loyalty through customer satisfaction. Brand Image, Service Quality and Customer Satisfaction show that together affect Loyalty. Findings Overall transportation based on E-Commerce, customer satisfaction is a major factor in shaping customer loyalty from the aspects of Brand Image and Service Quality, in other words customer satisfaction is a factor that mediates brand image and service quality to customer loyalty. So in order for consumers to be loyal, elements of Brabd Image and Service Quality must be able to increase increasing customer satisfaction.

Keywords
1.Brand Image, 2.Service Quality, 3.Customer Satisfaction, 4.Customer Loyalty, 5.Transportation Based on E-Commerce.

Topic
Marketing

Link: https://ifory.id/abstract/nZEfQNCR7Hch


Development of Promotional Media, Redesigning Product Packaging, and Improving Services Process of MSMEs Bakmie Pulau Seribu
Abdel Renzy Lubis (a), Sisdjiatmo Kusumosuwidho Widhaningrat (b)

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Corresponding Author
Abdel Renzy Lubis

Institutions
a) Faculty of Economics and Business, Universitas Indonesia
Jalan Salemba Raya 4, Jakarta 10430, Indonesia
b) Faculty of Economics and Business, Universitas Indonesia
Jalan Salemba Raya 4, Jakarta 10430, Indonesia

Abstract
The increasing number of MSMEs (Micro, Small and Medium Enterprises) in Indonesia has made a positive contribution to the economy of Indonesia, but there are still many MSMEs that have not managed their businesses well especially micro businesses. Bakmie Pulau Seribu is a MSMEs that is classified as a micro business. Bakmie Pulau Seribu is a food kiosk that sells halal noodles, located in Menteng Square in the city of Jakarta, Indonesia. Qualitative research is carried out by survey methods and business coaching, to map the conditions and problems of MSMEs, then to be resolved by taking corrective actions and implementing them as improvement solutions. The results show that MSMEs do not have attractive promotional media and packaging designs to promote their business. In addition, the service process from MSMEs is also not effective yet. So the solution is to develop promotional media, redesign packaging and improving service processes to support MSME business activities. The results of the solutions implementation show an increase of gross profit within a month. This study aims to help Bakmie Pulau Seribu in managing their promotional activities and service processes by developing promotional media, redesigning the packaging and improving the MSME service process.

Keywords
MSMEs; Business coaching; Promotional media; Redesign packaging; Service process

Topic
Marketing

Link: https://ifory.id/abstract/UyCDnvtJgPcb


Development of Website Design, Brochure Design, and Hotel Exterior Design of Inap at Capsule
Khalisa Nurfajri

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Corresponding Author
Khalisa Nurfajri

Institutions
University of Indonesia

Abstract
The increasing number of MSMEs (Micro, Small and Medium Enterprises) in Indonesia has had a positive contribution to Indonesias economy, but many MSMEs unable to manage their business well. Inap at Capsule is an MSME in hospitality industry, that offers hospitality services with capsule bed concept. The data were collected using business coaching methods, a qualitative research that used to mapping MSME-s condition and problem, then take a corrective action to implement solutions for improvement. The result shows that the MSME doesn-t design the official website effectively and update the website regularly. Other problems are low awareness of potential customer around MSME and poor aesthetics of hotel exterior design. The solutions offered include developing of website design, brochure design, and hotel exterior design of Inap at Capsule. Surveys were also conducted to support evidence of the improvement result. As the results, there was a significant increase in the respondents assessment of the visual aspects, information and overall appearance of the new website design compared to the existing ones. Brochure design and hotel exterior design also got high score from respondent assessment. This study aims to help Inap at Capsule hostel to manage their marketing activities by designing new website, brochure, and hotel exterior design

Keywords
B2C, business coaching, brochure design, hotel exterior design, website design, capsule hotel

Topic
Marketing

Link: https://ifory.id/abstract/YV7nJ8eDchZ3


DIGITAL MARKETING AS AN INTEGRATED MARKETING COMMUNICATION STRATEGY IN BADAN USAHA MILIK DESA (BUMDesa) IN EAST JAVA
Bambang Setiyo Pambudi, Suyono

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Corresponding Author
Bambang Setiyo Pambudi

Institutions
Universitas Trunojoyo

Abstract
The purpose of this study is how the marketing communication strategy through digital marketing is carried out by BUMDesa businesses as a driver of the village economy in order to prosper the Village Communities in East Java in marketing their products. This research is focused on the online media such as Instagram Business, Facebook Business and Whatshapp Business. This study used qualitative research methods to provide data and facts about the application of digital marketing in Badan Usaha Milik Desa (BUMDesa). Interviews, documentation, and observation used as data collection techniques. Data is analyzed with a grounded theory approach that provides development of the field of research studies. The analysis techniques consisted of data reduction, data presentation and conclusion. The research findings show that in marketing BUMDesa products, marketing trends are shifting from conventional (offline) to digital (online). The concept of digital marketing for BUMDesa businesses is to be able to market their products from anywhere and anytime through the internet / online media. So the communication strategy is done through digital marketing are the submission of positioning statements in each post on online media (Instagram Bisnis Facebook Bisnis and Whatshap Bisnis) and the speed of response to online reviews of online media. Suggestions for BUMDesa in carrying out marketing activities, both conventional and especially digital marketing, can be developed for better management.

Keywords
Digital Marketing, Integrated Marketing Communication Strategy, Badan Usaha Milik Desa (BUMDesa)

Topic
Marketing

Link: https://ifory.id/abstract/CM86T3NVZprh


Digital Platform Utilization for Indonesian Marine Products Marketing: A Study Case on Aruna Indonesia
Adrie Frans Assa, Gidion Putra Adirinekso

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Corresponding Author
Adrie Frans Assa

Institutions
Krida Wacana Christian University
Faculty of Economy
Jl. Tanjung Duren Raya No.4, RT.12/RW.2, Tj. Duren Utara, Kec. Grogol petamburan, Kota Jakarta Barat, Daerah Khusus Ibukota Jakarta 11470
+62 81294647842

Abstract
Marine products is one of main contributors to maritime economy in Indonesia, but marine product industries- contribution to the GDP and coastal community welfare in Indonesia are considered low. Aruna Indonesia is a start-up that links fishermen as individual and cooperatives with the end buyers through the utilization of Information Technology (IT). Fishermen place their products on Aruna Indonesia website thus the end buyers can order the products online. Aruna Indonesia establishment is seen as one of mushrooming phenomenon of e-commerce in Indonesia, as well as the solution to marine products closed distribution chain problems. Fishermen as Aruna Indonesia partners require the engagement and support in e-commerce. The problem identification of this study is how significant is the digital platform towards marine products marketing to support fishermen welfare in Indonesia. This research uses qualitative method with interview and literature study data collection. Research result shows that the utilization of digital platform can ease and enlarge marine products marketing and increase the fishermen welfare as partners.

Keywords
digital platform, marine products, marketing management

Topic
Marketing

Link: https://ifory.id/abstract/V6pgWLT89PrC


Eco label In Encouraging Customer Green Preferences
Raden Chairul Saleh, Ammarsya Nuraliya Putri, Fauziyah Nur Jamal, Norfaridatul Binti Othman

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Corresponding Author
Raden Chairul Saleh

Institutions
Universitas Islam Indonesia

Abstract
There are some green marketing concepts available that are offered by property industry, some of which are sustainable development and eco-labeled building. Eco-labeling is one of the crucial aspects in green marketing. Eco-labeling able to encourage the consumers preferences regarding green products or services. The objectives of this research are to develop eco-label model and to identify significance relationship of eco-label exogenous and endogenous variables. The data was collected through survey method on 400 sample sizes, whereas the collected data was processed and analyzed using Structural Equation Modeling method. This research presents a result showing 4 variables that significantly related to eco-label : eco-label awareness, eco-label knowledge, brand feedback and green perceived quality.

Keywords
Green, Property Industry, Eco-label, Structural Equation Modeling.

Topic
Marketing

Link: https://ifory.id/abstract/bX7rvaYqREKC


Effect of Quality of Logistics Services and Consumer Safety on Purchasing Decisions in Bhinneka E-Commerce
Kus Tri Dianavera(a), Toto Aminoto(a)

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Corresponding Author
Kus Tri Dianavera

Institutions
a) Sekolah Tinggi Ilmu Ekonomi Indonesia Jakarta
Jl. Kayu Jati 11 A, Rawamangun, Jakarta

Abstract
This study aims to prove whether the quality of logistics services and consumer safety influence purchasing decisions on E-Commerce Bhinneka. The research method used is a quantitative method. Data obtained by distributing questionnaires to residents in Jatisari, Bekasi City. The sampling method used was accidental and purposive sampling. Data were analyzed using Structural Equation Modeling. The results showed that the quality of logistics services had a significant effect on purchasing decisions, while consumer safety had no significant effect on purchasing decisions on Bhinneka E-commerce.

Keywords
quality of logistics services, consumer safety, purchasing decisions on E-Commerce

Topic
Marketing

Link: https://ifory.id/abstract/bvczpNMy4P7m


Effect of Service Quality and Satisfaction Level on Consumer Loyalty of MRT trains (Case Study in Ciputat Area)
Djoko Hananto,S.T.,M.M, Sampor Ali, SE.,S.Hum.,M.M

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Corresponding Author
DJOKO HANANTO

Institutions
Faculty of Economics and Business
Universitas Muhammadiyah Jakarta
Jakarta, Indonesia

Abstract
Research aiming for knowing influence quality service and level satisfaction in a manner partial or simultant to loyalty consumer, sample inresearch this is all consumer who use service the train MRT in Ciputat, sample taken with use purposive sampling technique are required. Criteria sample is consumer whouse services the train MRT, and data collection is done with spread questionnaire to 96 respondents. Met hod the analysis in research thi is with use analysis multiple and processed data with SPSS version22. Result this to show that quality service and satisfaction level take effect positif and significant to Loyalty Consumers. While the result others to show Quality service and Satisfaction Level in manner simultant and influence Loyalty Consumers.

Keywords
Keywords: Quality Service , Level of Satisfaction , Loyalty Consumer

Topic
Marketing

Link: https://ifory.id/abstract/KE4umqHaeRjY


Effect of Service Quality, Product Quality and Price on Consumer Satisfaction and its impact on Customer Loyalty at Bekasi branch Superindo Supermarket
Imelda Aprileny (a), Nelli Novyarni (b).

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Corresponding Author
Imelda Aprileny

Institutions
a) Economics of faculty, Indonesian College of Economics (STEI), Jakarta, Indonesia
b) Economics of faculty, Indonesian College of Economics (STEI), Jakarta, Indonesia

Abstract
The purpose of this study was to determine the effect of service quality, product quality and price on customer satisfaction and its impact on customer loyalty. The research is now conducted at the Superindo Supermarket Bekasi Branch. The strategy used in this study is to use an associative / correlational strategy. Correlational / associative research is research conducted to find the relationship or influence of one or more independent variables with one or more dependent variables. The research method used in this study is a survey method that uses questionnaire data collected from questions with a total sample of 96 people. While the sampling method in this study is purposive aside. Based on the results of research quality service (X1) and product quality (X2) does not affect consumer satisfaction Superindo supermarkets, prices (X3) affect consumer satisfaction (Y) Superindo Supermarket, service quality (X1) affect customer loyalty (Y2) Supermarkat Superindo, product quality (X2) affect customer loyalty (Z) Superindo supermarkets, prices affect customer loyalty (Z) Superindo supermarkets, customer satisfaction (Y) affect customer loyalty (Z) Superindo supermarkets, service quality (X1), product quality (X2) and price ( X3) affect consumer satisfaction (Y) supermarket Superindo Bekasi branch.

Keywords
service quality, product quality, price, customer satisfaction, customer loyalty.

Topic
Marketing

Link: https://ifory.id/abstract/HgpGWFEcteVA


Evaluation Factors Influencing the Use of Go-Pay with The Unified Theory of Acceptance and Use of Technology 2 Model
Bismo Batoro

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Corresponding Author
Bismo Batoro

Institutions
School of Business and Management, Bandung Institute of Technology
Jalan Ganesha 10, Bandung 40132, Indonesia
bismo.batoro[at]sbm-itb.ac.id

Abstract
The development of the financial technology industry occurred very rapidly in Indonesia. The event indicated by the increasing proportion of people who use financial technology and the emergence of innovations in the form of new payment instruments, namely electronic money. Electronic money continues to develop with the development of server-based electronic money. Currently, in Indonesia, brands of electronic money products are emerging. Some brands of electronic money products that have high popularity in Indonesia are Go-Pay, OVO, and LinkAja. Until now, Go-Pay is at the top of the competition. Even though Go-Pay already occupies the top position, Go-Pay must develop and innovate to continue to improve its performance. Useful information is needed as consideration for management to make decisions to do the evaluation. Therefore, the researcher will evaluate to illustrate the condition of the use of Go-Pay by a generation that has a high reliance on technology, namely Generation Z. The purpose of this study is to collect useful information by identifying factors that can influence Behavioral Intention and Use Behavior for the community to use Go-Pay as a payment instrument. This study will describe the condition of the use of Go-Pay by Generation Z based on the variables contained in the UTAUT 2 research model. The UTAUT 2 model was formed on seven independent variables, namely Performance Expectancy, Effort Expectancy, Social Influence, Facilitating Conditions, Hedonism Motivation, Price Value, and Habit. These variables will be tested against the dependent variable, namely Behavioral Intention, and Use behavior. The results of the test identified that Performance Expectancy, Effort Expectancy, Hedonism Motivation, and Habit influenced Behavioral intention. While behavioral intention and habits influence user behavior. Other findings from this study state that of all variables, habit is a variable that has the most significant impact that affects both behavioral intention and use behavior.

Keywords
Payment Instrument, Evaluation, Go-Pay, Generation Z, UTAUT2

Topic
Marketing

Link: https://ifory.id/abstract/Xdpwv8AUWzeq


Examining a Psychological Sense of Brand Community in iPhone Users
Ofalyn Octarya Sitepu

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Corresponding Author
OFALYN OCTARYA SITEPU

Institutions
University of Indonesia

Abstract
Recent theory and research efforts have demonstrated the efficacy of brand communities at establishing long-term relationships with their customers (Carlson, Suter, & Brown, 2008). Therefore, marketers are becoming more aware and increasingly interested in creating brand communities. However, the psychological underpinnings of customer perceptions about the community with other brand users are less explored. The theory used in this study is social identity theory by examining new antecedents and consequences of psychological sense of brand community (PSBC) within the context of iPhone users. An online survey was conducted during 1 week in October 2019 with 160 usable responses collected. The measurements were adapted from previous related studies. Structural equation modeling (SEM) was used to assess the hypothesized relationships. The findings showed that PSBC positively contributes to iPhone users- commitment and loyalty regardless of the presence of their social interaction with one another.

Keywords
Brand community; Psychological sense of brand community; Social identity theory; Brand commitment; Brand loyalty; iPhone users

Topic
Marketing

Link: https://ifory.id/abstract/wAFJTK4k83Eb


Factors Influencing Customer-s Continued Mobile Apps Use Intention in The Broadband Internet Access Industry.
Yustine Pitasari, Sri Rahayu Hijrah Hati, SE, MSi, Ph.D

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Corresponding Author
Yustine Pitasari

Institutions
University of Indonesia

Abstract
Indonesia is a developing country market with the fastest growth of mobile applications at 17.6% at the end of 2018. With the rapid advancement of cellular technology and the innovations of service providers have led to an evolution in customer behavior in terms of how consumers interact with service providers service through the service delivery channel that can be utilized anytime and anywhere. Almost all broadband internet access service providers have branded mobile applications as part of the companys CRM. The challenge faced by service providers is how to maintain their cellular applications that can continue to be used daily by their users because the problems that occur are high mobile apps uninstall rate and low adoption rates of mobile applications use. This study takes the information adoption model (IAM) to examine the dual-routes of communication for continued use behaviors mobile apps user from internet access service providers, and investigate the relationship between argument quality, source credibility, perceive of usefulness, parasocial interaction, attitude certainty and continued use intention mobile applications from broadband internet service providers.

Keywords
Information Adoption Model, Continued Use Intention, Mobile Application, Internet Service Provider.

Topic
Marketing

Link: https://ifory.id/abstract/7vfbTQYE3JG8


Factors That Influence Tourists Buying Interest in Manado City Traditional SMEs
Imelda Ogi (a*), Merinda H. Ch. Pandowo (a*), Rita N. Taroreh (a)

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Corresponding Author
Imelda Ogi

Institutions
Faculty of Economy and Business, Universitas Sam Ratulangi, Manado, Indonesia *ogi_imelda[at]unsrat.ac.id; iinpan[at]yahoo.com;

Abstract
Small businesses in Manado are one of the pillars in supporting economic growth in this area. SMEs also support the development of innovation in supporting the tourism industry in this city. Problems faced by SMEs in Manado include how SMEs in Manado, especially traditional SMEs, in predicting consumer behavior, especially tourist behavior in Manado. The research objective is to analyze the factors that influence the buying interest of tourists in traditional SMEs in the city of Manado. The research method is quantitative with the object of research in traditional food and beverage based SMEs in the city of Manado. The number of samples is 100 respondents taken from 10 SMEs. The results obtained information related to variables affecting the buying interest of tourists in the city of Manado.

Keywords
Tourist Buying Interest; Traditional SMEs, Manado City

Topic
Marketing

Link: https://ifory.id/abstract/VcrmWjqKPaXM


Factors That Motivate Electric Motorcycle Consumers to Contribute in eWOM
Faisal Habibie(a*), M. Gunawan Alif (a)

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Corresponding Author
Faisal Habibie

Institutions
a) Master of Management, Universitas Indonesia
Jalan Salemba raya 3, Jakarta 10440, Indonesia
*faisal.habibie23[at]gmail.com

Abstract
Electronic word of mouth (eWOM) recognized as a highly influential aspect in online consumer behaviour, information transfer between customers is considered as a more relevant marketing communication than any company commercial advertising; consumers tend to seek information provided by experienced and credible informant in online platform especially for high involvement products like a vehicle. However, consumers tend to be less interested in participating in eWOM especially on experiential products. The goal of this research is to determine what factors from consumption value theory that motivates electric vehicle consumers to contribute in eWOM. Most consumers online are characterized as “lurkers” who read information and reviews but rarely or never participate (Heinonen, 2011 and Rau et al. 2008). For these reasons, understanding social/relational interactions in eWOM communication through the application of social relationship theories may no be entirely appropriate in the context of social media websites (Brown et al., 2007). A questionnaire is used to test the hypothesis using SPSS and Lisrel. This research aims to analyse what factors that attract online consumers and determine their motivation to contribute to Ewom.

Keywords
Electric Motorcycle, EWOM, Consumption Value Theory. Consumers Motivation.

Topic
Marketing

Link: https://ifory.id/abstract/vPLGYTrBw46W


Halal Tourism Destination in Indonesians Moeslem Perscpective
Muhammad Fakhri (a*), Nurdin Sobari (b)

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Corresponding Author
Muhammad Fakhri

Institutions
a) Magister Management, University of Indonesia, Jalan Salemba 3, RW.5, Kenari, Kec. Senen, Kota Jakarta Pusat, Daerah Khusus Ibukota Jakarta 10430
*muhammad.fakhri82[at]ui.ac.id
b) Department of Economics and Business, Universitas Indonesia Fakultas Ekonomi, Depok, West Java, Indonesia

Abstract
Indonesia makes opportunities to meet their needs and desires also increase. One of his needs will be to visit tourist destinations. Indonesia is the number 1 halal tourist destination in Indonesia. There are ten leading destinations namely Lombok, Aceh, Jakarta, West Sumatra, Yogyakarta, West Java, Riau Islands, Malang, Central Java and Makassar. This large Muslim population has made the potential of halal tourism a good prospect for continued development. Especially the excellence of attractions such as beaches, culture, to basic infrastructure. The government as the owner and manager of the tourism needs to strive to improve the quality of halal tourist destinations both from the availability of halal food and drinks, the social environment in accordance with Islamic rules, halal facilities, local residents and employees who understand the concept of halal, information, and halal clothes. This study aims to determine the effect of halal tourism destinations on perceived value, destination satisfaction, and destination trust in creating destination image and destination satisfaction. The perspective of this study is from the perspective of local Muslim tourists. The model framework in this study was conducted by the Structural Equation Model (SEM) method with a sample size of 250 respondents who visited the halal tourist destination.

Keywords
Halal Tourism Destination; Muslim Tourist; Trust; Satisfaction; Loyalty; Destination Image

Topic
Marketing

Link: https://ifory.id/abstract/U6xWPg4bLA38


Identification of Market Operator and Marketing Chanels in Fish Landing Center A study case in Lhok Pawoh fish landing center
Asbahrul Amri; Bakruddin Anhar; Muhammad Ramaditya

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Corresponding Author
Muhammad Ramaditya

Institutions
South Aceh Polytechnic

Abstract
Marine and fisheries sectors are the important sector in Aceh Province where most of Acehnese depended on this sector for their livelihood. As the result, the existing big potential market on this sector need to be studied in order to know how the market being organize, especially fish that landed in PPI Lhok Pawoh. The study aims to identify the market operators and marketing channels that used to sell fish which landed in PPI Lhok Pawoh by fisherman. The study was conducted in PPI Lhok Pawoh, Sawang Sub-district, South Aceh District and followed qualitative and quantitative of data collection which are interview, focus group discussion and observation. It is found that there are 5 types of market operator and 5 marketing channels. Market operators consist of Toke bangku, Toke ikan, Muge besar, Muge lapak, and Muge motor. In addition, the five marketing channels indicates that all fish landed in PPI Lhok Pawoh is marketed within and outside of South Aceh District.

Keywords
market operator; marketing channel; fish marketing; PPI Lhok Pawoh

Topic
Marketing

Link: https://ifory.id/abstract/GH8pfhndQLxc


Influence of Healthy Lifestyle, Health Concern, Environment Concern, Product Quality towards Intention Purchasing Organic Food
Rahmadian Puspitasari (a), Tengku Ezni Balqiah (b)

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Corresponding Author
Rahmadian Puspitasari

Institutions
(a,b) Magister of Management, Faculty of Economics and Business, University of Indonesia
Jalan Salemba Raya, RW 5, Kenari, Central of Jakarta, Indonesia
Email: rahmadian.puspitasari[at]gmail.com (a), tebalqiah[at]gmail.com (b)

Abstract
Food is the primary need which required by human. Human needs are keep increasing so that eco-friendly food is necessary for sustainability. The purpose of this paper is to determine how healthy lifestyle, health concern, environmental concern, and product quality are influencing the intention of purchasing organic food. The samples are obtained from 205 consumers who never bought organic food using judgmental sampling method and were collected on October 2019 in Indonesia. Data were analyzed using Structural Equation Modeling to examine the strength of relationship between constructs. The result of this research showed that the stronger healthy lifestyle and health concern, along with higher environment concern and product quality get more positive influence in the intention to purchase organic food. This study generates that the organic industry needs to implement various marketing strategies to bring positive changes in consumers intention to buy organic food. Also, as a basis for the development of organic food in the future. This study expands the theory of planned behavior (TPB) by including healthy lifestyle, health concern, environment concern, product quality for the purpose of intention to buy organic food.

Keywords
Green Marketing, Organic Food, Healthy Lifestyle, Health Concern, Environment Concern, Product Quality, Theory of Planned Behavior, Intention to Purchase

Topic
Marketing

Link: https://ifory.id/abstract/F2bdX3nkzNJU


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