Indonesia Conference Directory

Corresponding Author
Meinar Dyan Muslimah

Institutions
Universitas Indonesia

Abstract
Indonesia, the largest proportion of internet market in Southeast Asia, has 32.19% usage allocated for e-commerce (BPS, 2018) and the biggest contribution by beauty category (Statista, 2018). This current study investigated whether the factors influencing online buying behavior (Laszlo & Mihai, 2015) contains: product perception (price, variety, quality), shopping experience (convenience, capability, playfulness), and information access; has a positive influence to online trust that already defined as the main issue at e-commerce (Sahney et al, 2013) which probably also having an influence to online buying behavior specifically in Indonesia beauty category. Questionnaire was taken as a quantitative method to test the hypotheses. Data from 261 valid respondents had been processed by SEM confirmed that online buying behavior in Indonesia beauty industry positively affected by product quality, information access, enjoyment / playfulness, and website image. Moreover, this research also found a differences of online buying behavior factors between millennial (18 – 34 years old) and non-millennial (>34 years old): millennial has an influence of product quality, convenience, capability, and enjoyment/playfulness, meanwhile non-millennial is more being influenced to information access than product quality.

Keywords
online buying behavior, e-commerce, product perception, shopping experience, online trust, SEM, millennial

Topic
Digital Marketing

Link: https://ifory.id/abstract/UmHCRZpY3WLv

Corresponding Author
Saskia Yusliana Kusumah

Institutions
a) Faculty of Economics & Business, University of Indonesia
*saskiakusumah[at]gmail.com
b) Faculty of Economics & Business, University of Indonesia

Abstract
The growth of social media users around the world are increasing rapidly, making it as one of the strongest platform option to conduct marketing activities. This research aims to analyze the effectiveness of social media marketing activities (SMMAs) on brand equity to enhance customers- e-WOM activity and repurchase intention in the airline industry. It-s expected that the result of this research may be used as fundamental data in the development of the effectiveness airline SMMA strategies. Data will be collected with survey from airline passengers who are the followers of the airline-s social media accounts. The collected data were analyzed using Structural Equation Modelling. The result showed that Perceived Risk was the most significant SMMA dimension, and Brand Equity is significantly affected by airline SMMAs. It-s also validated that all Brand Equity dimension influence significantly on e-WOM.

Keywords
Social Media Marketing Activities (SMMAs); Marketing Effectiveness; Brand Equity; e-WOM

Topic
Digital Marketing

Link: https://ifory.id/abstract/HBbfWcN34aXu

Corresponding Author
Ismawaty Ismawaty

Institutions
Telkom University
Jl. Gegerkalong Hilir No. 47, Bandung, 40152

Abstract
Telkomsel as a digital telecommunication company has released digital-based applications Virtual Assistant (VA) which is used to facilitate customers to make transactions and information channel. However, customers who have purchased through VA are very low compared to the total active VA users, so it needs to analyze how to increase purchasing via VA. The objective of this research is to provide an insight of customer characteristics by using prediction models based on historical data using behavioral segmentation (occasion, benefits sought, user status, usage rate, and loyalty status). Data is analyzed using random forest algorithm by using two models, per segment data and all segment data behavioral segmentation. Theoretical approaches that used are digital marketing, behavioral segmentation and customer behavior. Random forest analysis with a total of 22 input variables and 130,388 records resulting all segment data model produced the highest accuracy compare to per segment data model. All segment data produced accuracy 96% with 49,948 predicted customers and predictor importance variables such as loyalty point, recharge, data payload, SMS and Voice transaction. Those variables are used as recommendation for Telkomsel in marketing strategy to determine product/bonus/gimmick that will be offered to increase purchasing via VA.

Keywords
Virtual Assistant, behavioral segmentation, analytical data

Topic
Digital Marketing

Link: https://ifory.id/abstract/FqTbpNUA7E6k

Corresponding Author
Didit Widiatmoko Soewardikoen

Institutions
School of Creative Industries Telkom University
Jalan Telkomunikasi - Terusan Buah batu - Bandung

Abstract
An important element for the development of the Creative Industry is the Small Medium Enterprises whose numbers always increase every year. They need promotional media for marketing their products. For a long time, print-based media such as posters, leaflets, catalogs, x-banner has become the main choice for Small Medium Enterprises to promote their business. Consideration of costs that are far cheaper than Above the line advertisements such as television, radio and magazines are one reason. However, currently print-based media are no longer the top choice for small entrepreneurs. This research was conducted to examine the reasons why Small Medium Enterprises chose new media based on digital. Using the phenomenology approach, data collection through interviews and observation, data analysis using a comparison matrix and assessment matrix. The results of this study are expected to be the basis for designing and selecting promotional media suitable for Small Medium Enterprises.

Keywords
Small & Medium Enterprises, Digital Promotion Media

Topic
Digital Marketing

Link: https://ifory.id/abstract/LgCb62Q4nhry

Corresponding Author
DINI TURIPANAM ALAMANDA

Institutions
a*) Faculty of Economics, Garut University, Jl Samarang Garut, Indonesia
*alamanda.dini.2017[at]gmail.com
b) Faculty of Politics and Social Sciences, Jl Cimanuk Garut, Indonesia
c) School of Economics and Business, Telkom University, Jl Telekomunikasi No 1, Bandung, Indonesia
d) Faculty of Business, President University, Bekasi, Indonesia

Abstract
Besides being known as mountains and beaches, Garut Regency is now known for its culinary diversity. The Garut regency government then identified any culinary that could be used as a tourist magnet in the future. The purpose of this study is to identify Garut culinary products that receive the attention of netizens while being able to be used as a new icon of Garuts typical culinary. The @jajanangarut Instagram account as centre of information and review of Garut snacks and culinary was chosen as the research object. By paying attention to the posts of 7,599 posts as of November 2018, the data is then filtered into 1,883 posts with the observation period January - November 2018. The results show that the types of culinary snacks are the most popular with 589 posts, followed by noodles & meatballs culinary as many as 415 posts, 225 posts of rice culinary, 139 posts of drink culinary and so on (cake, pastry, dessert, instant food). The implications of this study can be a reference for the Garut Regency government, especially the Garut tourism service, to echo Garut culinary tourism with the new tourism tagline Pesona Garut or Enchantment of Garut.

Keywords
culinary; Instagram popular; tourism industry; pesona Garut

Topic
Digital Marketing

Link: https://ifory.id/abstract/ch9zy7qpCuWr

Corresponding Author
Yasuko Shigeno

Institutions
a) Master of Management, Faculty of Economics and Business, Universitas Indonesia
Kampus UI Salemba, Jakarta, Indonesia
*yasukomshigeno[at]gmail.com
b) Faculty of Economics and Business, Universitas Indonesia
Kampus UI Salemba, Jakarta, Indonesia

Abstract
Business opportunities are widely available in the Muslim clothing industry, especially hijab products, for the past few years. With the high demand for hijab, an effort is needed to support SMEs to take advantage of these opportunities. This study aims to optimize the use of Instagram as a digital marketing channel for Larnis. Larnis is one of the SMEs that sells hijab products made of knitting material, which is less popular in Indonesia. Through qualitative method, the data are obtained by in-depth interviews, observations, surveys and focus group discussions. Based on the data and analysis, there has been a lack of promotional activities and less optimal use of digital marketing channel owned by Larnis. This is unfortunate because nowadays, consumers are actively seeking through digital platform to find the product they are looking for. The results of this research is a set of correction steps to optimize the use of Larnis- Instagram account for business purpose which leads to the increased exposure for Larnis and its product.

Keywords
Digital Marketing Channel, Instagram, Social Media, Exposure, Hijab

Topic
Digital Marketing

Link: https://ifory.id/abstract/NMTVQdy9eEtZ

Corresponding Author
Paula Yunike Aldyanti

Institutions
University of Indonesia
majoring: Marketing Management

Abstract
Underwear is a daily necessity for every individual whose demand is increasing along with the rate of growth and the level of welfare of the population. The demand for underwear, especially mens underwear, is a request that does not depend on the season. BeeMan is the product produced by CV. Sahabat Sentosa where UMKM are engaged in the industry and trade in underwear for men, both adults and children, with a target of the lower middle-class market. This company has been established since 2004. The main problem is the low brand awareness of BeeMan products in the community. On this business coaching opportunity, we will discuss how Marketing Channel can help increase awareness of BeeMan products by emphasizing the formulation of the concept of Affiliate Marketing. In this study also will be explained how digital marketing can help promote products and carry out recruitment of agents to do marketing with affiliate systems.

Keywords
Marketing Channel, Affiliate Marketing, Digital Marketing

Topic
Digital Marketing

Link: https://ifory.id/abstract/ZDAJLac4mVWj

Corresponding Author
syafrizal syafrizal

Institutions
1) Faculty of Economics and Business, Universitas Andalas
2) Faculty of Economics and Business, Universitas Andalas

Abstract
The rapid growth of internet user has facilitated the growth of e-commerce business in Indonesia. This study aims to analyze the effect of electronic service quality and perceived justice of electronic service recovery toward satisfaction and loyalty of online shopper. Survey questionnaire was conducted to 338 of online shopper in Padang, Indonesia. Research instrument of this study were adapted from previous studies. Research data was analyzed by using structural equation modelling with the help of Smart PLS 3.0 software. The results of this study show that electronic service quality has positive significant effect on satisfaction and loyalty. In addition, perceived justice of electronic service recovery also has positive significant influence on satisfaction and loyalty.

Keywords
e-servqual; e-service recovery; satisfaction and loyalty

Topic
Digital Marketing

Link: https://ifory.id/abstract/JNEWKUHup7Lt

Corresponding Author
Astri Wulandari

Institutions
a) School of Applied Science Telkom University
Jl. Telekomunikasi Terusan Buah Batu Bandung, West Java, Indonesia 40257, astri.wulandari[at]tass.telkomuniversity.ac.id
b) School of Applied Science Telkom University
Jl. Telekomunikasi Terusan Buah Batu Bandung, West Java, Indonesia 40257, bethani[at]tass.telkomuniversity.ac.id
c) School of Applied Science Telkom University
Jl. Telekomunikasi Terusan Buah Batu Bandung, West Java, Indonesia 40257, fanni.husnul[at]tass.telkomuniversity.ac.id
d) School of Applied Science Telkom University
Jl. Telekomunikasi Terusan Buah Batu Bandung, West Java, Indonesia 40257, wiedyasastika[at]tass.telkomuniversity.ac.id

Abstract
Marketing activities on the company are very important, where the success or failure in the product sales process is the end result of marketing activities. The more successful of the marketing process will have an impact on the sale of products that can generate profits from a company. Internal marketing is a line that connects employees and banks. External Marketing is a line that connects customers and banks. Furthermore, Interactive Marketing is a line that connects employees and customers. This research is looking for the influence of internal marketing (IM), external marketing (EM), and interactive marketing (ITM) on the decision to become customers of Bank Mandiri in Bandung. The research method used quantitative method with Multiple Linear Regression. The sampling method used was purposive sampling with the number of respondents as many as 400 people. From the results of the study, the contribution of internal marketing (X1), external marketing (X2), and interactive marketing (X3) variables have a simultaneous influence on the customer decision variable (Y) of 0.894 or 89.4%. The remaining 10.6% is influenced by other factors that cannot be explained in this study.

Keywords
Internal Marketing (IM), External Marketing (EM), Interactive Marketing (ITM), Purchasing Decision

Topic
Digital Marketing

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

Corresponding Author
Peri Kusdinar

Institutions
Telkom University

Abstract
This study aims to analyze the influence of E-Service Quality and the Dimensions on Buying Experience data package prepaid customers in Telkomsel via MyTelkomsel. Service Quality needs to be analyzed due to very high purchase transactions, but there are many failed purchase transactions seen in Telkomsels Big-Data. E-Service Quality Dimensions namely E-S-Qual (Efficiency, Fulfillment, System availability, Privacy) and E-RecSQUAL (Responsiveness, Compensation, Contact). This research is quantitative research with descriptive analysis techniques, where data collection method uses secondary data sourced from Telkomsels Big-Data. Using Purposive sampling technique, there are 164,394 samples. This study uses Logistic Regression analysis method using SPSS to perform testing. Based -on Overall Fit Test, chi-square value is 100242.134 with df 7 and Sig.model is 0,000( <0.05), it can be concluded that simultaneously E-Service Quality has significant effect on Buying Experience. Partial testing shows that each dimension of E-Service Quality has significant effect on Buying Experience, where significance of each variable is <0.05. Determination Coefficient is 0.941, which means variability of dependent variable that can be explained by independent variable is 94.1%. Regression with Hosmer and Lemeshow, Chi-square is 6.342 with Significance(p):0.096. because significance value >0.05, can be concluded model can predict the value of its observations.

Keywords
E-Service Quality, E-S-Qual, E-RecSQUAL,Buying Experience, Customer Experience, Customer Satisfaction, Data Services and Logistic Regression

Topic
Digital Marketing

Link: https://ifory.id/abstract/y9Gbdcrafwxj

Corresponding Author
Irma Nilasari

Institutions
1. Faculty of Business & Management
Universitas Widyatama
Bandung, Indonesia
Email: Irma.nilasari[at]widyatama.ac.id

2. Faculty of Economic & Business,
Telkom University
Bandung, Indonesia
Email: dodietricahyono[at]telkomuniversity.ac.id

Abstract
In 2017, the global recorded music industry players- revenue from music streaming exceeded the revenue from other music formats. It because of music streaming offers many benefits for listeners, which includes high quality, no need for stored devices, a huge array of music library, easy to listen, etc. In order to gain exponential growth of music listeners, the music streaming providers rely on viral marketing. Unfortunately, the elements that construct viral marketing effect are different between one country to another. This research focuses on the Indonesian key elements of viral marketing that drive the music streaming user-s attitudes of JOOX Indonesia (as a popular music streaming provider in Indonesia). The present study collected data by using google form and finally used 455 valid response as respondents. The data then analyzed by using factor analysis and multiple regression. The factor analysis discovered that from four dimensions of viral marketing (i.e. informativeness, entertainment, irritation, and source credibility) only two dimensions emerged, which are: entertainment, and trusted information (as a merged factor from irritation and source credibility). The multiple regression analysis found that both variables were significantly affect the JOOX Indonesia user-s attitudes. Some recommendations for JOOX Indonesia and also for future researches are being discussed in the last section.

Keywords
Viral marketing, User-s attitude, Music streaming, JOOX-Indonesia

Topic
Digital Marketing

Link: https://ifory.id/abstract/Uph4JqgEKM36