Indonesia Conference Directory

Corresponding Author
Martha Tri Lestari

Institutions
Telkom University Indonesia., Padjadjaran University Indonesia

Abstract
The development of technology now is no need to doubt, almost every time the technology is always developing and it has an effect on the activities that occur in the world of industry that has now led to the 5.0 Industrial Revolution. The term "Buyer is King" is a saying that seems to need to be implemented in an industrial activity related to the sustainability of a company, or it can be interpreted that consumers are one of the important points that need to be considered by a company, especially regarding satisfaction than consumers or commonly called customer satisfaction. At present, in the era of industrial revolution 5.0 to find out feedback from consumers, both about customer satisfaction or dissatisfaction with the companys products or services through a digital platform / social media company can be measured and analyzed through measuring public opinion through "Social Media Monitoring" activities. Social Media Monitoring is a feedback measurement activity for consumers using software that can cluster a public opinion both positively, negatively and neutrally. This study wants to analyze the usefulness of a company doing Social Media Monitoring related to the existence of companies that can be built from public opinion which will eventually form an image of the company. This study wants to raise the Social Media Monitoring activities in Telecommunications companies in Indonesia, based on Literature Review where data can be obtained from journals, books, websites, and also the results of pre-research interviews by several related informants. The results of this study are expected to be able to analyze the results of the use of Social Media Monitoring so that significant benefits can be seen for a company to meet the industrial revolution 5.0 era where companies must be able to compete so that the existence of the company can continue to be built from public / consumer views.

Keywords
Social Media Monitoring, Handling Feedback, Industry Revolution 5.0

Topic
Marketing Management

Link: https://ifory.id/abstract/JXANbr3WLq7c

Corresponding Author
Genesis Sembiring Depari

Institutions
Business and Management Department
Southern Taiwan University of Science and Technology

Abstract
In telemarketing activity, selecting the most potential customers are important because can reduce processing time and operational cost. Therefore, the ability to select the most likely buying customers are urgently needed. In this study, we propose a clear sequence in doing telemarketing activity based on the previous telemarketing data which applying data mining technique. We weight the importance of 16 customers characteristics through 45,211 observations from a Portuguese bank. Applying Random Forest algorithm along with Information Gain Ratio as a criterion and 10-fold Cross Validation, the model able to weight the importance of attributes and achieves 90.01 % accuracy in predicting telemarketing success. Furthermore, the rank of attribute importance was designed to be a guidance map in selecting potential targeted customers as a managerial implication.

Keywords
telemarketing, random forest, data mining, cross validation

Topic
Marketing Management

Link: https://ifory.id/abstract/jgeK8vctfCUG

Corresponding Author
Badra Al Aufa

Institutions
a) Hospital Administration Department, Vocational Education Program, Universitas Indonesia
Kampus UI Depok Gedung A, Jl. Akses Vokasi UI, Kukusan, Kecamatan Beji, Kota Depok, Jawa Barat 16424
*badra[at]vokasi.ui.ac.id

Abstract
This study aims to identify the determinants of patients- intention to use hospital mobile application by applying the Unified Theory of Acceptance and Use of Technology (UTAUT) model. This cross-sectional study was conducted in two hospitals in Bekasi, Indonesia. A total of 148 respondents took part in this study. The data were between April and May 2019. The questionnaire has been developed based on UTAUT model. Respondents ranged from 20 to 69 years old. Respondents were 78.4% female. The variables that significantly associated with the intention of the use of the hospital mobile application were satisfaction in using the app, perceived of benefit, easiness of operation and learning of application and the high application speed. More than half of the respondents revealed that they have high intention in using hospital mobile application. It implies that hospital managers should pay an attention so that enable patients to use it properly.

Keywords
Hospital, Mobile Application, Online Registration, Acceptance, Use of Technology

Topic
Marketing Management

Link: https://ifory.id/abstract/7HBgTa3NqcUx

Corresponding Author
Senny Handayani Suarsa

Institutions
(a) Student of Management Science Doctoral Program, Universitas Pendidikan Indonesia, Bandung, Indonesia.
Business Management, Politeknik Pos Indonesia, Bandung, Indonesia.
Jl. Sariasih No.54 Bandung 4015
*sennyhandayani[at]poltekpos.ac.id

(b) Universitas Pendidikan Indonesia, Bandung, Indonesia

(c) Informatic Engineering, Politeknik Pos Indonesia, Bandung, Indonesia.

(d) Management, STIE Dr. KHEZ Muttaqien, Purwakarta, Indonesia.

Abstract
Small and Medium Enterprises (SMEs) are the business sectors that became one of the foundations of the real sector of the Indonesian economy. SMEs can use Information Technology, and Information Systems include a website as one of the media to carry out the promotion because their extensive coverage, audio-visual, interactive, communicative, and promotional costs are cheaper than conventional promotional tools. In this article, the problems will address how to conduct a needs analysis for designing Integrated Marketing Communication (IMC) for SMEs LSP with the web-based information system. The general objective of this study was to perform the design and determine the responses of consumers regarding the activities of IMC conducted by SME LSP, later obtained a draft campaign by using IMC through media creative, communicative, persuasive, effective and efficient in providing information so as to attract consumers to buy, and increase the number of sales. The results of this evaluation are a model of IMC by the SME, as well as the identification of the need to build a website design. Further models of IMC are implemented in the prototype application form with IMC-based and software development methods ranging from analysis to design applications. The method used is the Unified Process and DFD to describe business processes and design. The result of this research is that designing SMEs LSP can use a prototype website for the implementation of IMC.

Keywords
Integrated Marketing Communication (IMC), Small and Medium Enterprise (SME), Logistics Service Provider (LSP), Website Analysis and Design.

Topic
Marketing Management

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

Corresponding Author
S. Sulastri

Institutions
Universitas Pendidikan Indonesia

Abstract
The purpose of this study was to determine the image of brand image, trust, and purchase decisions, the influence of brand image and brand trust on purchase decisions of Honda PCX Motorcycle Group Members in the City of Bandung. The method used is a descriptive verification survey, with a population of 128 and a sample of 96 respondents, with a simple randomize sampling technique. Descriptive analysis uses the average range of categories, while verification uses Partial Least Square (PLS). The conclusion that brand image and brand trust are in the high enough category, while purchase decisions are in the sufficient category. Brand image has a positive and significant effect on purchase decisions, brand trust has a positive and significant effect on purchase decisions. Simultaneously, brand image and brand trust have positive and significant influence on purchase decisions.

Keywords
Brand Image, Brand Trust, Purchase Decision

Topic
Marketing Management

Link: https://ifory.id/abstract/NqyJ739dUrPL

Corresponding Author
Puspo Dewi Dirgantari

Institutions
Universitas Pendidikan Indonesia

Abstract
The development of the cosmetic industry in Indonesia showed an increase. The number of local cosmetics in Indonesia cause an increase in business competition. Companies need to pay attention to customer loyalty towards the brand (brand loyalty) as an important aspect in the face of competition. One of them through a brand trust because if the customer has of the brand then customers will continue to use and buy the brand or loyal towards the brand has to offer. The purposes of this study to obtain: The influence of brand trust on brand loyalty. The method use was explanatory survey with a sample size as much as 107 respondents. Data analysis technique used is simple with linier regression tools computer software statistical product for service solution (SPSS) 24.0 for windows. The result of the findings of this research show Brand trust has a positive and significant effect against the brand loyalty. This shows that the better the customer believes in the brand, the better is brand loyalty.

Keywords
Brand Trust, Brand Loyalty

Topic
Marketing Management

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

Corresponding Author
Hendra

Institutions
Universitas Indonesia

Abstract
Indo Airways is an Indonesian airline that sells full-service transportation for the customer which covers domestic and international routes. Their domestic sales are handled by traditional and online travel agents with contribution 68% of total domestic sales. Those travel agents get the percentage of commission from the basic fare of each ticket sold. Started from April 2017 Indo Airways has decided to reduce the travel agents- commission in the domestic area. However, on the other hand, agent contribution to total Indo Airways sales is significant. This research investigates how the commission reduction is affecting the traditional travel agents- sales in each region of the domestic area. The analysis will be based on the theory of sales promotion, marketing mix, and the cost leader approach and a hypothesis on approaching the analysis of the effect. The analysis of the secondary data will use descriptive analysis based on time series data comparison. The study finds that all sales in the different regions are decreased, but that decrements are significant for some region only.

Keywords
Airlines, Travel Agent, Commission Reduction, Sales Promotion

Topic
Marketing Management

Link: https://ifory.id/abstract/PRV4HxtLNck9

Corresponding Author
Verinita Verinita

Institutions
Andalas University

Abstract
This study aims to analyze the influence of destination image and destination personality on behavioral intention. This study used a sample of 130 respondents with the criteria for the samples taken were domestic tourists who were visiting Gandoriah Pariaman beach. This study uses a sampling method with purposive sampling method The results of the study show that the destination image does not have a positive effect on the behavioral intention and destination personality which has a positive effect on behavioral intention. This indicates that the destination image does not have a positive influence on behavioral intention. This is because the coast of Gondariah, located in the city of Pariaman, is a new trainee destination so it is not popularly known by tourists. Destination personality has a positive effect on behavioral intention. This means that tourists visiting Gondariah Beach in Pariaman City feel happy that it influence their intention to behave again in the future. To increase tourist visits can be recommended to managers of tourist destinations in order to add tourist attractions so that it can add to the appeal of the coast of Gondariah in the future through the addition of play facilities for children

Keywords
destination image, destination personality, behavioral intention, attraction

Topic
Marketing Management

Link: https://ifory.id/abstract/K3ken7mGQXwD

Corresponding Author
Shifa Nabila

Institutions
a) Master of Management, Faculty of Economics and Business, University of Indonesia, 10430 Jakarta
*Shifa.nabila71[at]ui.ac.id
b) Master of Management, Faculty of Economics and Business, University of Indonesia, 10430 Jakarta

Abstract
This study aims to identify five factors in YouTube advertising (entertainment, informativeness, customization, irritation and credibility) which might effect on ad value, and attitude toward YouTube ads, leading to purchase intention of consumers. The study uses conceptual models where their hypothesis is that the ad value is positively correlated with respect to the attitude toward YouTube ads, which then affects consumer-s purchase intention. For this study, our respondents include 248 active YouTube users in Indonesia that will be used for data collection and analysis. In conclusion, this study found that entertainment, customization, and credibility is positively effected to advertising value on YouTube, where ad value has a positive effect on attitude toward YouTube ads and purchase intention of consumer. In addition, this study found that irritation is negatively effected to advertising advertising value on YouTube, and informativeness has no effect on advertising value on YouTube

Keywords
Ad value; attitude toward YouTube ads; credibility; customization; entertainment; informativeness; irritation; purchase intention

Topic
Marketing Management

Link: https://ifory.id/abstract/KWhEMGLT264v

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 is 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 (SEM). 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 Brand Equity influence directly on e-WOM and Repurchase Intention, while e-WOM activity has impact on Repurchase Intention.

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

Topic
Marketing Management

Link: https://ifory.id/abstract/V74fXWdzw8pk

Corresponding Author
heny herawati

Institutions
Universitas Pendidikan Indonesia

Abstract
Motivation is a driver for someone to do something or drive someone to achieve something they want.Perception is a process of relevant past experience.Trust is a belief about intent and behavior to the other party.This study analyzes the interest of students to enroll in the As-Syafiiyah Islamic University in terms of motivation, perception and trust.The design of this study used a survey of 423 students and the research method used was an associative method.The research instrument uses a Likert scale, and the analysis technique is multiple linear regression.The results showed that the variables of motivation, perception and trust significantly influence the decision to register at the As-Syafiiyah Islamic University.

Keywords
motivation, perception, trust, and decision to register

Topic
Marketing Management

Link: https://ifory.id/abstract/txCDvjmJ67wz

Corresponding Author
Andrie Witsqa Arifin

Institutions
a) Student of Magister Management, Universitas Indonesia, Indonesia and Master of Business Administration, IAE Grenoble, France
*witzk15[at]gmail.com
b) Lecturer of Universitas Indonesia, Indonesia

Abstract
There are some mass media that we can use to advertise our organization, product, service, or idea, such as television, radio, magazine, and etc. That media transmits the advertising message to large group of population and some of them expected to be the potential customer. The company must conduct some research to determine which media can generate the most effective results. Integrated media mix is one factor that also involve in media decisions. When the company does the pretesting of finished ads there are some tests like theater test, on-air test, and physiological measures that they can use. The less common method of pretesting finished ads are physiological measurement. This research aims to examine and assess the advertising communication effectiveness towards single channel electrocardiographic response using physiological measurement that measure the most effective scene of the video and towards cognitive response that consists of some variables that are toward the ad, attitude toward the brand, and purchase intention. This study is experimental research with deep interview process for the electrocardiograph response which conducted in 35 respondents using single channel (lead I) portable electrocardiograph to know the most effective scene in 4 Indonesian instant noodle advertisement video. After knowing the most effective scene and conduct video editing process, only 1 advertisement video that considered as the most appropriate after editing process will be used in the next process. Questionnaire interview process also conducted for original and edited (without most effective scene) advertisement video to measure the cognitive response for each group consists of 125 respondents to found the result-s difference for both videos. The respondent-s result then analyzed using structural equation modeling (SEM). The result of this research shows that majority of the hypotheses in questionnaire I and II about the positive influence for each variable in cognitive response is accepted. This research also shows that the most effective scene from electrocardiograph response is positively contributing to the influence of variables relation in the structural model and also to the mean scores of the variables that measured in this research.

Keywords
Television Advertising, Effectiveness, FMCG Advertisement, Electrocardiographic, Physiological Measure, Attitude Toward Brand, Attitude Toward Ad, Purchase Intention, FMCG Product, and Advertising Communication

Topic
Marketing Management

Link: https://ifory.id/abstract/wJZcWFGr7nqC

Corresponding Author
Mochamad Soelton

Institutions
Fatchur Rohman, Universitas Brawijaya
Mochamad Soelton, Universitas Mercu Buana
Yudha B. Abadi, Universitas Brawijaya
Nicco Prasetyo, Universitas Mercu Buana

Abstract
ABSTRACT: This research aims to examine and analyze the effect of green positioning, product attributes, health consciousness, social influence on purchase intention. The method used in this research is descriptive method. The object of this research is consumers of PT. Berkat Wahana Saudara with 130 respondents. The approach used in this research is Structural Equation Model (SEM) analysis tool Smart-PLS 3.2.8. The results showed green positioning significant positive effect on purchase intention. Product attributes significant positive effect on purchase intention. Helath consciousness significant positive effect on purchase intention. Social influence significant positive effect on purchase intention,

Keywords
Green Positioning, Product Attributes, Health Consciousness, Social Influence, Purchase Intention

Topic
Marketing Management

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

Corresponding Author
Ermila Klislinar

Institutions
a. Department of Management, Faculty of Economics and Business, Universitas Indonesia
b. Department of Management, Faculty of Economics and Business, Universitas Indonesia

Abstract
Airlines are facing challenges from high cost structures and intense competition. This has made airlines universally look for opportunities to generate ancillary revenue, additional income apart from their main sources, including Full Service Carriers (FSC). Measuring consumer-s willingness to pay is pivotal in pricing and estimating ancillary revenue demand. This study analyzes whether customer-s type of journey, purpose of journey, length of flight, and type of flight class have an impact on willingness to pay (WTP) of Garuda Indonesia-s ancillary revenues which comprises of unbundled products and commission based income. This paper uses data from a survey to Garuda Indonesia-s customer and follows quantitative studies to identify and describe the relationship between the WTP of Garuda Indonesia-s ancillary revenue and all variables involved. The study found that passengers value more the unbundled products. It is also found differences in WTP for particular ancillary products and services based on purpose of journey, length of flight, and type of flight class.

Keywords
Ancillary Revenue; Willingness to Pay; Type of Journey; Length of Flight; Journey Purpose; Type of Cabin Class; Full Service Carriers

Topic
Marketing Management

Link: https://ifory.id/abstract/h9ZTpgLf7zBU

Corresponding Author
Retno Sri Lestari

Institutions
University of Indonesia

Abstract
This research aims to examine the relationship between brand orientation and brand performance in B2B firms in Indonesia, especially for healthcare industry. This research highlights the role of brand-oriented strategy in transforming internal organizational resources into brand performance through customer value co-creation and brand credibility. A questionnaire-based survey was conducted to collect data from 145 B2B healthcare firms in Indonesia. The results indicate that the brand orientation strategy is significantly related to brand performance through customer value co-creation and brand credibility. The results also show that the brand orientation strategy supported by the organizational resources, which is entrepreneurial orientation, but it is proved otherwise by the marketing capability. It could be concluded that the B2B healthcare firms in Indonesia are fully understand about the benefit of B2B branding for their brand performance, but they consider external factors when they decide to allocate their resource to develop brand orientation.

Keywords
Business-to-business Branding, Brand Orientation, Brand Performance

Topic
Marketing Management

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

Corresponding Author
Josua Saut Mangaraja Baringbing

Institutions
a) Student of Dual Degree Program, MM Universitas Indonesia and MBA Grenoble University
b) Universitas Indonesia and Politeknik Statistika STIS

Abstract
This thesis aims to identify and analyse the key determinants influencing customer satisfaction of the Portal BTNProperti users in Indonesia. This is one of the preliminary study dealing with customer satisfaction towards online real estate shop in Indonesia. The literature concerning major attributes of website functionality, perceived of usability, information quality and customer satisfaction in Portal BTNProperti. The website functionality and perceived of usability was taken from previous research, while the scale of information quality was added and focusing on physical attribute, non-physical attribute and customer service. Data were collected from 306 respondents who used Portal BTNProperti for examining the constructs. The model was emperically tested using structural equation modeling (SEM). The study reveals that perceived of usability and information quality have a significant positive impact on Portal BTNProperti user-s satisfaction, whereas website functionality had a significant but negative impact on customer satisfaction. This research will help real estate online shop portal especially Portal BTNProperti to attract and motivate new customers. Online retailers can improve post-use satisfaction and eventually increase online customers.

Keywords
Online Real Estate, Customer Satisfaction, Website Quality, Website Functionality, Perceived Usability, Website Functionality, Information Quality, Digital Service

Topic
Marketing Management

Link: https://ifory.id/abstract/rjBkqHuvPzC2

Corresponding Author
Cara Rodina Joyosugito

Institutions
Magister Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Indonesia
Salemba, Jakarta, Indonesia
cararodina[at]gmail.com

Abstract
Nowadays, companies are encouraged to develop marketing strategy using social media. Social media is one of the most effective marketing strategies for companies to market their goods and services to wide consumer target, where they can post information about their products and promotions in a digital platform. Before deciding on having a purchase intention, most consumers use social media first to get products and services information as many as possible because social media has more information than browsing on offline store, and also it is less hassle, has many product reviewers, and much faster to get sufficient information. This will be a challenge for companies to gain consumers attention when they want to use digital marketing by using social media or firm generated content, because there are many companies that are competing on social media and consumers information becomes broaden. This research has found that, in a case on one of the leading online travel agencies in Indonesia, firm generated content has positive impact on brand awareness, brand loyalty, and electronic word of mouth (EWOM). Also, there are findings that brand loyalty has positive impact on EWOM, and EWOM has positive impact on consumer purchase intention.

Keywords
Brand, Consumer Behavior, Digital Marketing Strategy, Firm Generated Content; Social Media; Brand Awareness; Brand Loyalty; Purchase Intention; AMOS SPSS

Topic
Marketing Management

Link: https://ifory.id/abstract/XpadhnyN3fKu

Corresponding Author
Widyarso Roswinanto

Institutions
Sekolah Tinggi Manajemen PPM, Jakarta, Indonesia.
wid[at]ppm-manajemen.ac.id

Abstract
ABSTRACT Internet has brought fast-growing news media business. By utilizing digital technology, access to information is fast, easy and convenient while often freely obtained through online sites and social media. Despite the widespread access to free news information, a number of players in the news media industry remain optimistic about running a digital news application business with subscription-based paid content. By combining the Technology Acceptance Model (TAM) and Theory of Planned Behavior (TPB), this research conducted approaches to identify the antecedents that influence individual intentions in subscribing to digital news applications. Seven hypotheses were built to determine the variable correlation in TAM and TPB towards the intention to subscribe to digital news applications. An online survey is conducted with 310 respondents who are users of digital news applications. Structural Equation Model (SEM) method assisted by AMOS 23 was used for the data analyses. We aim this research to add references that can implement the use of TAM and TPB and the development of marketing strategies for application-based digital media businesses. Keywords: INTRODUCTION Several researches have designated the behavioral intentions of technology acceptance. Only a few researches built the derivatives, the author has not found research that discusses antecedents of individual intentions using digital news, especially in Indonesia. Thus not yet described what factors cause consumers to have the intention to improve digital news applications. This research uses several previous research references that use Theory of Planned Behavior (TPB) and their derivatives, and bears a resemblance to the object of research based on the adoption of information technology and the factors that influence (antecedents) individuals intention towards receiving (using, buying, subscribing) application products based on digital technology. HYPOTHESES Seven hypotheses are built from six variables with two exogenous variables; (1) control of perceived behavior (PBC) and (2) subjective norms (SN), and four endogenous variables; (1) perceived ease of use (PEOU), (2) perceived benefits (PU), (3) attitude of use (A), (4) intention to subscribe (ITS). METHODOLOGY This study uses descriptive and explorative methods, with 310 respondents using digital news applications in multiple areas including the major cities in Java and the majority of DKI Jakarta. Two steps approach of Structural Equation Modeling are employed to test the measurement model, structural model as well as the competing model of the conceptual framework. The path analyses are then reported and discussed. CONCLUSIONS The survey response defines that majority of respondents read digital news applications every day, but most never subscribe. One out of seven hypotheses tested in this research was not proven, namely the effect of the direct relationship of perceived behavioral control

Keywords
TAM, TPB, Intention to Subscribe, Digital News Application

Topic
Marketing Management

Link: https://ifory.id/abstract/3GMTh4Azf8cx

Corresponding Author
Agus Mulyana

Institutions
Universitas Pendidikan Indonesia

Abstract
This study aims to examine how customer behavior is adopted as a business base by using the UTAUT model developed by Venkatesh. This model illustrates the factors that influence ones acceptance of information technology. There are four constructs / variables, which are a significant direct determinant of technological behavior. These four variables are performance expectations, social influence, business expectations, and facilitation conditions. The research method is verification, through an explanatory survey. The population of this study is 121 BJB customers who use Fintech as a business media. The data analysis technique used is partial square-path (PLS-PM) modeling using Smart 3 software. The results show that UTAUT is based on a proven model that performance expectations, business expectations, social influence and facilitation conditions have a positive effect on intention behavior and have implications for user behavior. This means that the adoption of customer behavior in using Fintech for business needs to consider performance developments.

Keywords
Technology Acceptance, customers, UTAUT

Topic
Marketing Management

Link: https://ifory.id/abstract/euE8nHq9GjDY

Corresponding Author
USEP SUHUD

Institutions
Universitas Negeri Jakarta

Abstract
Batik is a traditional Indonesian textile that have been recognised by UNESCO as the Oral and Intangible Heritage of Humanity since 2009. Research has been carried out on batik, but few have seen from the side of consumer behaviour related to the purchase of batik-based textiles or clothing. This study aims to examine the factors that influence the behaviour of consumers buying batik. For this reason, authors choose the store atmosphere, perceived authenticity, attitude towards purchasing, and purchase intention, as predictor variables. This research was conducted in Trusmi, as one of the batik industrial estates located in Cirebon, West Java Province. As of the significant role of Trusmi in shaping the image of the city of Cirebon, Trusmi has also been known as a traditional textile-based tourism destination. Participants are chosen conventionally, those who have bought batik products. Data were analysed using exploratory and confirmatory factor analysis, and structural equation model. The authors found that the store atmosphere had a significant effect on perceived authenticity and attitude. Furthermore, perceived authenticity and attitude significantly influenced purchase intention. Finally, purchase intention significantly affected the purchase behaviour.

Keywords
Batik, traditional textile, perceived authenticity, store atmosphere, purchase behaviour

Topic
Marketing Management

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

Corresponding Author
Muhammad Al Qodri

Institutions
Universitas Indonesia

Abstract
Garuda Indonesia spends substantial money and effort to entice consumers to visit Garuda Indonesia website. Garuda Indonesia website has improved the necessary ingredients to generate a positive shopping experience, such as promotional program, usability, aesthetic design, ease of navigation, and transaction security. Yet, consumers who visit Garuda Indonesia website with the intention of making a purchase frequently end up abandoning their transactions due to various factors. This study aims to analyze online transaction abandonment in Garuda Indonesia website using Big Data Analytics. This research identifies and analyze error code that causing the abandoned transaction. The result of this study will be utilized to develop appropriate recovery strategy to reduce online transaction abandonment in Garuda Indonesia website.

Keywords
airline website, abandoned transaction, online booking, retargeting strategy, online payment

Topic
Marketing Management

Link: https://ifory.id/abstract/dJhcup6v9jUZ

Corresponding Author
Rd.Dian H Utama

Institutions
a) Universitas Pendidikan Indonesia
Jalan, Dr. Setiabudhi 229, Bandung 40154, Indonesia
* dhutama[at]upi.edu
b) Universitas Pendidikan Indonesia
Jalan, Dr. Setiabudhi 229, Bandung 40154, Indonesia

Abstract
This study aims to obtain a description of the magnitude of the influence of brand communication on brand trust. The type of research used is verification. The method used is explanatory survey with a sample size of 107 respondents. The data analysis technique used is simple linear regression. The findings of this study indicate that Brand communication has an influence on brand trust. This shows that the better the brand communication that the company does, the better the customer believes in the brand offered by the company.

Keywords
Brand Communication, Brand Trust

Topic
Marketing Management

Link: https://ifory.id/abstract/jkmr7Z82VWtE

Corresponding Author
Hernandi Sujono

Institutions
(a) Universitas Pendidikan Indonesia
Dr.Setia Budi No.229 Bandung 40154 Indonesia
hernandi[at]upi.edu
(b) Universitas Pendidikan Indonesia
Dr.Setia Budi No.229 Bandung 40154 Indonesia
henyhendrayati[at]upi.edu

Abstract
Refill perfume products still in great demand by various groups, especially the millennial generation. But in reality, there are still refill perfume brands that have not shown the brand image of perfume refills on the market. The purpose of this research is to find out the brand image of foreign brands and local brands and to find out the factors that make up the selection of perfume refill among the millennial generation. The population in this study is refill perfume users in Cimahi City. The sampling technique used was random sampling, The limits for sample using the age of respondents. The age of respondents between 17 years to 25 years. Limitation of the age of respondents to obtain relatively homogeneous data. The samples taken in this study amounted to 138 respondents. The data collection technique of this study uses questionnaires and interviews. Processing data in this study using confirmatory factor analysis with the help of SPSS statistical tools. The results of the study show that the brand image of foreign perfume brands is better known than domestic/local brands. Attributes that are used as a factor in choosing a perfume, especially among the millennial generation, are quality, safety, and packaging design, with results that indicate that the forming factors for the selection of refill perfume are closely related to quality, safety and packaging design.

Keywords
Brand Image, Refill Perfume, Millennial Generation

Topic
Marketing Management

Link: https://ifory.id/abstract/q6E7yGefMa4d

Corresponding Author
Shafira Putri Medina

Institutions
Shafira Putri Medina
Sekolah Tinggi Manajemen PPM, Jakarta, Indonesia.
shafiraputrimedina[at]gmail.com
Widyarso Roswinanto;
Sekolah Tinggi Manajemen PPM, Jakarta, Indonesia.
wid[at]ppm-manajemen.ac.id

Abstract
INTRODUCTION Celebrity endorsement is the practice of using artists or popular persons to become a spokesperson or an icon of brands that are advertised through various available media. The use of celebrity in advertisement has been a common marketing practice worldwide when celebrities support the advertised brands (Shimp, 2003; 2008). Various studies have been done to investigate the effects of such endorsement, including the effects on brand awareness, brand attitude and purchase intention. However, there is still limited research accomplished to reveal the fundamental and factual depiction of the effect such phenomena of celebrity endorsement in advertisements. Further, there has not been rich research investigating how the celebrity endorsers suit the advertised brands (celebrity match-up). The objective of the current research is threefold. First, exploring the most recalled endorsed-advertisements. Second, investigating the evaluative measures of endorsed advertisement such as ad recall, brand attitude, attitude toward celebrity endorser, and celebrity match-up. Third, exploring the interplay relationships among important concepts within the topic of celebrity endorsement that include the effects of attitude toward celebrity, celebrity match-up, attitude toward the advertisement, brand attitude and purchase intention (Menon, Boone and Rogers, 2001; Holmes and Strutton, 2008; Till and Busler 2013). METHODOLOGY AND RESULTS A mixed method of qualitative and quantitative procedures is conducted in three consecutive studies. Study 1 involves interviewing 80 subjects to explore and collect the most recalled recent advertisements that involve celebrities as the endorsers in Indonesian advertisement practices. The result is the list of 22 most recalled advertisements that in turn will be used as the basis for the next study. Study 2 entails an online survey to gain responses from 329 respondents. The result of this study is to acquire descriptive effect evaluations of the use of celebrity endorsers in the advertisements. In this study, table showing sorted frequencies is presented and accordingly we have the results of which advertisements, celebrities and brands with highest recall, highest attitude and highest celebrity match-up level. Means of the audience evaluation of the measured concepts (such as the level of celebrity attitude, advertising attitude, celebrity match-up and brand attitude) are then presented. Using the same data set, Study 3 investigates the interplay relationships among the explored concepts. All scales to measure the related concepts are adopted from the extant literature after assuring the reliabilities and validities of each measurement. Non-parametric procedures using Kruskall Wallis are performed to test most of the relationships since the classical assumptions are violated. Results show that all explored relationships are significant. More findings and implications are then discussed.

Keywords
Celebrity Endorser, Brand Image, Brand Personality, Celebrity Image, Celebrity Attitude, Advertising Attitude, Brand Attitude, Celebrity Match-up, Purchase Intention

Topic
Marketing Management

Link: https://ifory.id/abstract/Awq8hxP2ufak

Corresponding Author
Radhi Aditya

Institutions
Master of Management, Faculty of Economics and Business, Universitas Indonesia
Jl. Salemba Raya No. 4, Senen, Kota Jakarta Pusat

Abstract
This study analyzes the relationship of perception and preferences on satisfaction and the usage rate of the digital payment system and the comparison of test differences between gender and age groups. To conclude the research, we also analyze the relationship of usage rate to habit of using the digital payment system. The perception dimensions include ease of use, usefulness, trust, hedonism, social, self-efficacy, attitude, and security. For the preference, factors that were studied are the types of transactions carried out on the digital payment system. For the satisfaction, factors that were studied are the level of user satisfaction in the digital payment system. For the dimensions of the usage rate, the items are the user intensity in using the digital payment applications. The data collected from the respondents were analyzed using the correlation test, linear regression test, the analysis of variance test (ANOVA), and Chi-Square test. From the research, we can conclude that there is a relationship between perception and satisfaction, satisfaction and preference, perception and preference. The relationship of perception, satisfaction, and preference to application usage rate is partially supported, and the relationship of usage rate and habit in using the applications is also supported.

Keywords
Consumer Behavior; Digital Payment;

Topic
Marketing Management

Link: https://ifory.id/abstract/dgamqeJ2AZ9u

Corresponding Author
Evelyn Pricisilia Sumendap

Institutions
School of Economic and Business, Telkom University
Jalan Gegerkalong Hilir No. 47 Bandung
40152 Jawa Barat – Indonesia

Abstract
The use of smartphones in Indonesia currently has a high duration of usage and frequency when compared to the use of computers and laptops.The company began to transfer its business from the site into an application, which also aims for the ease and mobility of consumers in online buy and sell transactions that currently have a very rapid development and demand by the community.Tokopedia is one of the companies selling online trading services through websites and applications, but is currently focused on improving the features of the service on the mobile application.This research was conducted to analyze consumer behavior in using Tokopedia application, but on adopters late majority.Although the number of online marketplace users has been very much, there are still users who have not been touched well like early and late majority.The population in this research is the people who are in Indonesia who have entered the new late majority category or are still studying in using Tokopedia application.The samples used in this study were 400 respondents. The results reveal that there are five factors in the Model UTAUT2 that significantly affect the intent of the behavior of the use of Tokopedia application that is Performance Expectancy, Effort Expectancy, Social Influence, Price Value and Perceived Security & Risk and the five factors have an influence on Continuance Intention. In terms of moderation, both Age and Gender moderated several factors against Continuance Intention.

Keywords
Digital Marketing, Tokopedia, e-commerce, UTAUT2, late majority

Topic
Marketing Management

Link: https://ifory.id/abstract/8gj7NUmeTEQA

Corresponding Author
Sabrina Haunan

Institutions
Fakultas Ekonomi dan Bisnis, Magister Manajemen, Universitas Indonesia
Jalan Salemba Raya 4, Jakarta , DKI Jakarta, 10430, Indonesia

Abstract
The purpose of this paper is to examine the effects of perceived consumption values and investigating the key determinants of behavior on the likelihood of using and recommending a subscription video streaming application. We proposed a conceptual framework based on the theory of consumption values. Moreover, user-s satisfaction also incorporated into the research model. A total of 276 valid questionnaires were collected from potential streaming application service users through an online survey. Data were analyzed using structural equation modeling (SEM) techniques. The result supports most of the hypothesis and shows that all of the perceived consumption values have a significant positive impact on behavior on likelihood using and recommending subscription video streaming application. We also provide a detailed discussion about these findings, and the theoretical and practical implications of the research.

Keywords
Streaming Apps; Consumption Values; Satisfaction; Recommendation.

Topic
Marketing Management

Link: https://ifory.id/abstract/rJEpamgURn9f

Corresponding Author
Ali Mohamad Rezza

Institutions
a) Sekolah Pasca Sarjana, Universitas Pendidikan Indonesia
Jl. Dr. Setiabudhi No. 229 Bandung 40154 Jawa Barat - Indonesia
b) Sekolah Pasca Sarjana, Universitas Pendidikan Indonesia
Jl. Dr. Setiabudhi No. 229 Bandung 40154 Jawa Barat - Indonesia
c) Sekolah Pasca Sarjana, Universitas Pendidikan Indonesia
Jl. Dr. Setiabudhi No. 229 Bandung 40154 Jawa Barat - Indonesia
d) Sekolah Pasca Sarjana, Universitas Pendidikan Indonesia
Jl. Dr. Setiabudhi No. 229 Bandung 40154 Jawa Barat - Indonesia

Abstract
Strict business competition in the courier service industry in Indonesia, makes courier service companies increasingly need to improve their services to consumers in order to create satisfaction and also create a close relationship with consumers. Previous studies have shown that the formation of relationships between consumers and brands provides many benefits for companies such as the emergence of competitive advantages, brand loyalty, positive word of mouth, word of mouth advocacy, consumer retention and consumer resistance to other brands. This study examines how consumer-brand relationship (CBR) can be formed by increasing perceived brand experience of consumer. This research used cross-sectional survey explanatory method and using structural equation modelling approach to test the hypothesis. A questionnaire was sent to 200 courier service consumers in West Java. Result indicate that brand experience is a good predictor of consumer-brand relationship especially to brand-self distance variable.

Keywords
Consumer-brand Relationship; Brand Experience; Courier Service;

Topic
Marketing Management

Link: https://ifory.id/abstract/cG9Qev3dDb8N

Corresponding Author
Raden Synthia Billqis

Institutions
a) Sekolah Pascasarjana, Universitas Pendidikan Indonesia
Jl. Dr. Setiabudhi No.229, Isola, Sukasari, Kota Bandung, Jawa Barat 40154, Indonesia
*sbillqis[at]upi.edu
b) Sekolah Pascasarjana, Universitas Pendidikan Indonesia
Jl. Dr. Setiabudhi No.229, Isola, Sukasari, Kota Bandung, Jawa Barat 40154, Indonesia

Abstract
Customer Behavior Citizenship (CCB) is a voluntary behavior of the customers in providing mental and physical input that can improve the efficiency of a company as well as new ideas that can be the source of business strategy. Lack or absence of CCB on customers can make a company slow in evolving in improving services, if left unchecked it will impact even greater. This research was conducted to identify the influence of corporate reputation and its impact on customer citizenship behavior in one of the 4star Hotels in the city of Bandung. The analysis technique used is the path analysis with a sample of 106 respondents. The results showed that the influence of the corporates reputation has a positive and significant influence on the CCB. The dimension of Quality Products and Services has a high score, proving that the performance of the Corporate Reputation has received high appreciation.

Keywords
Corporate Reputation; Customer Citizenship Behavior; Quality Products and Services; Hotel

Topic
Marketing Management

Link: https://ifory.id/abstract/hr7ukwAGN8t3

Corresponding Author
Reminta Lumban Batu

Institutions
Universitas Singaperbangsa Karawang

Abstract
Indonesia is one of the destinations for foreign companies to open branches of fast-food restaurants so that more and more interested parties will be in line with the business expansion of each company. Consumerism and lifestyle that occur in the community make competition for fast food in Indonesia said to be quite a lot of competitors. This study examines foreign branded fast food restaurants in Purwasuka (Purwakarta, Subang, Karawang). The purpose of this study was to determine the effect of brand image in facing the competitiveness of fast food restaurants. This research is quantitative research conducted using descriptive and verification analysis. The type of data used in this study is the type of primary data and secondary data. The Data processed using outer model analysis and analysis of structural models analyzed by PLS software. The results of this study indicate that theres positive influence on brand image on competitiveness.

Keywords
Brand Image, Competitiveness,

Topic
Marketing Management

Link: https://ifory.id/abstract/fr4Hv7tBC3nG