Indonesia Conference Directory

Corresponding Author
Lina Noersanti

Institutions
Sekolah Tinggi Ilmu Ekonomi Indonesia

Abstract
The purpose of this research was to know whether the quality of service, brand image, location will affect the satisfaction and make customers loyal. Research method used path analysis method with smartPLS application version 3.2.8. The type of data used is primary data. With the spread of quesioner that is immediately done in the Sahabat Moor Cibinong. The results of this research that the quality of service directly affects customer satisfaction but has no direct effect on customer loyalty. Brand images can directly impact customer satisfaction and customer loyalty. Locations can directly impact customer satisfaction but have no direct effect on customer loyalty.

Keywords
service quality, brand image, location, customer satisfaction, customer loyalty

Topic
Marketing

Link: https://ifory.id/abstract/WYMxQKP87R4v

Corresponding Author
Raden Chairul Saleh

Institutions
Universitas Islam Indonesia

Abstract
One of the important thing in business activity is a business strategy and inside them there is marketing activities. Recently, the marketing activities concerned and do many activities related to environmentally friendly promotion and green purchase behavior of customer. Many companies including property industries are adopting green marketing practice to achieve a better business performance. To meet a success of business performance in green marketing, it needs information credibility factor. The objective of this research is to diging up the relationship of information credibility (endogenous) toward variables which support it, including indicators (exogenous) that determines it. Then the conceptual model was built. Data which used to test this model are 400 samples from 700 questionnaires. The analysis is done by using Structural Equation Modelling. Furthermore, the result shows that from 7 variables proposed, there are 5 significant variables that support the information credibility.

Keywords
Green Marketing, Property Industry, Information Credibility, Structural Equation Modelling.

Topic
Marketing

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

Corresponding Author
Meirna Larasati

Institutions
Master of Management
Faculty of Economics and Business, Universitas Indonesia
Jalan Salemba Raya 4 Jakarta
DKI Jakarta, Indonesia 10430
*meirna.larasati[at]gmail.com
**tebalqiah[at]yahoo.com

Abstract
Events or festival can be used by a brand or an institution to create experiences. This paper examines how attendees- satisfaction and future behavioral intentions affected based on customer-to-customer logic. An analytical framework was developed to analyze embedded relationships within festival attendees co-creation experience and perceived value. The paper analyzed the behavioral intentions of Japanese cultural festival attendees in Jakarta, employing a survey of 200 Indonesians who had participated in some Japanese cultural festival in the past year. The findings have statistically validated these attributes and explored the impact of each attribute on the perceived value, satisfaction, and behavioral intentions of festivalgoers.

Keywords
Cultural festival; customer-dominant logic; co-creation; perceived value; satisfaction; behavioral intention

Topic
Marketing

Link: https://ifory.id/abstract/jdMK4acXwpDT

Corresponding Author
Miftahul Jannah

Institutions
Trunojoyo Madura University
Jl. Raya Telang, Perumahan Telang Indah, Telang, Kamal, Kabupaten Bangkalan, Jawa Timur 69162

Abstract
Customer loyalty is important to company, especially for e-commerce. Many marketplaces collaborated with digital payment to create customer loyalty through discount from digital payment. This study investigated how perceived benefit of e-loyalty program can enhance e-satisfaction and e-loyalty. This study used quantitative approach, with spread questionnaires by online survey. Simple and multiple regression was applied to analyze data. The results indicated that perceived of e-loyalty program, there are financial benefit and hedonic benefit have a significant effect on e-satisfaction and e-loyalty, but social benefit not related. This study also confirmed that e-satisfaction has positive significant effect on e-loyalty.

Keywords
e-loyalty program, e-satisfaction, e-loyalty, online program loyalty.

Topic
Marketing

Link: https://ifory.id/abstract/GnC2NUEgVFeb

Corresponding Author
A Yahya Surya winata

Institutions
a) Fakultas Ekonomi dan Bisnis Universitas Trunojoyo Madura
Jalan Raya Telang PO BOX 2 Kamal, Bangkalan, Jawa Timur, 69162
*yahya.winata[at]trunojoyo.ac.id
b) Fakultas Ekonomi dan Bisnis Universitas Trunojoyo
Jalan Raya Telang PO BOX 2 Kamal, Bangkalan, Jawa Timur, 69162

Abstract
The unit of analysis of this research is SMEs in East Java that involved in international business, at least exporting their products to different countries. Although there are several ways to export, this was not considered in this study. The international business environment is more dynamic, while SMEs involved in international business indicate their ability to adapt to the changes that occur. Robustness, responsiveness, and pro-activeness are three dimensions of research to measure marketing agility. The ability of SMEs to run all three dimensions is an indication of their ability in marketing agility. This ability indicates their entrepreneurship capability in conducting international business. Descriptive analysis with the hypothesis test uses the t test as a description of the results of the study. Based on testing the hypothesis indicates that SMEs in East Java have the ability in marketing agility. The results of this descriptive analysis are interpreted with various opinions of scholars. The results of studies on marketing agility is one of the capabilities that can be developed in entrepreneurship, especially in the current digital era

Keywords
Marketing Agility, Capability, Entrepreneurship, SMEs

Topic
Marketing

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

Corresponding Author
Cahyani Kurniastuti

Institutions
MAGISTER MANAGEMENT
UNIVERSITY of MUHAMMADIYAH TANGERANG
Jl. Perintis Kemerdekaan I/33 Cikokol Kota Tangerang

Abstract
As an educational institution and realizing the importance of UMTs role in developing Tangerang City, made UMT to always improve the quality of its education by providing postgraduate programs that had a vision of making the Postgraduate Program Excellence in the development of Science, Technology and Arts (IPTEKS) at the National Level in 2035. So that UMT continues to exist in its role of improving human resources in the city of Tangerang, a strategy is needed in managing all educational, research and community service programs, including strategies in marketing development. Based on the EFAS matrix analysis, the IFAS Matrix IE compiling stage 2 obtained several alternative strategies to be chosen, namely Market Penetration Strategy and Market Development Strategy. The strategy priority was then selected by tabulating strategic priorities, then selected with a Total Attractiveness Score of 7.07 is Market Penetration Strategy. Key Words: Marketing Strategy, SWOTS, QSPM

Keywords
Marketing Strategy, SWOTS, QSPM

Topic
Marketing

Link: https://ifory.id/abstract/JneAF2xX6Cbf

Corresponding Author
ASEP SAEFURAHMAN SE, ME

Institutions
Sekolah Tinggi Ilmu Ekonomi Indonesia

Abstract
This study aims to examine whether the perception of price, risk and quality of information influence the decision to make purchases online, this study was conducted by distributing questionnaires to millennials in DKI Jakarta where the sample was determined based on non-probability sampling techniques in the form of convenience sampling, which is a technique in which there is a closeness of comfort between the researcher and the target respondent so that the data used in this study are primary data. The data analysis technique used is multiple linear regression analysis with SPSS 24 statistical software. The results of this study say that perceived price, risk and quality of information influence the decision to make online purchases, this can be seen from the adjusted R Square of 0, 58 which means the decision to make an online purchase 58% is influenced by the perception of price, risk and quality of information and the rest is influenced by other factors outside this research.

Keywords
Price, Risk, Quality, Information, Purchases

Topic
Marketing

Link: https://ifory.id/abstract/ZR2taAjdY9gq

Corresponding Author
Jamal Abdul Nasir

Institutions
Master of Management, Faculty of Economics and Business, University of Indonesia
Gedung Prof. Wahjudi Prakarsa Jl. Salemba Raya 4 Jakarta Pusat 10430
http://mm.feb.ui.ac.id

Abstract
The rapid development of technology has affected many changes in various sectors, including the retail sector and the fashion industry. Multichannel service is starting to shift to omnichannel. To better understand the phenomena that arise, This paper is about investigated the potential drivers of omnichannel service usage in fashion industry. This research develops a model based on object based beliefs and behavioral beliefs. In addition, innovation in fashion (fast and slow fashion) are hypothesized as moderating the effect of behavioral beliefs on omnichannel service usage behavior. Using an online survey of 200 omnichannel users, this study find that channel integration quality significantly affects perceived fluency across different channels, in the end will improve omnichannel service usage. The result also show that slow fashion enhances the effect of perceived fluency on omnichannel service usage, Whereas fast fashion weakens the effect of perceived fluency on omnichannel service usage. Furthermore, the model can be applied to fashion retailers useful insights regarding the development of future omnichannel strategies.

Keywords
omnichannel; object based beliefs, behavioral beliefs; fast fashion; slow fashion

Topic
Marketing

Link: https://ifory.id/abstract/Xh9EB72pwkfx

Corresponding Author
Imelda Ogi

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

Abstract
Manado City is a city located in the northern Sulawesi province. With a multicultural background, this area is very rich with a variety of culinary delights. Seafood products combined with traditionally prepared archipelago spices are the main culinary offerings of the City of Manado. The grilled fish culinary small business in Manado especially the street vendor is one of the culinary tourism spots in the city of Manado and is always crowded with visitors because the fish that are sold are taken directly at the fish auction which is the center of fresh fish. So that the freshness of these fish need not be doubted. Not only fish, various other types of culinary, ranging from mild to heavy there. The purpose of this study is to examine the factors that influence purchasing decisions of domestic tourists in food and beverage-based SMEs in the city of Manado. The research method uses primary data with a sample of 200 domestic tourist respondents who visited food and beverage-based SMEs obtained from questionnaires. Data analysis uses hypothesis testing and multiple linear regression analysis. The results showed that there were factors that influenced the decision to purchase domestic tourists in food and beverage SMEs in the city of Manado.

Keywords
SMEs; Food; Buying Decision; Domestic Tourist; Product Quality; Price; Location; Service Quality

Topic
Marketing

Link: https://ifory.id/abstract/jMGy68C4FQKL

Corresponding Author
syafrizal syafrizal

Institutions
Economics Faculty of Universitas Andalas, Padang, West Sumatra, Indonesia

Abstract
The development of information technology has facilitated the growth of online business. This study aims to investigate the effect of consumer innovativeness and digital literacy on consumer intention to purchase from Traveloka in Padang. A survey methode was performed to 142 students in Padang, West Sumatra. Research instruments were adapted from various previous literature. Data of this study were analyzed by using structural equation modelling with Smart PLS 3.0 software. Result of this study found that consumer innovativeness and digital literacy have significant effect on consumer intention to purchase from Traveloka.

Keywords
Consumer Innovativeness, Digital Literacy, Purchase Intention, Traveloka.

Topic
Marketing

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

Corresponding Author
Suwarna Dianto Dianto

Institutions
Master of Management, Muhammadiyah University of Yogyakarta, Indonesia

Abstract
This study analyze and explain the effect of consumption values on behavior intention through perceived beneficial image as mediator. The object of the research was English tour in English Village Pare, while the subjects were Tourists from outside Pare who are also students in English Village Pare. The sample size of the research was 197 respondents. The sampling technique used in the research was purposive sampling. The data was analyzed technique using structural equation modeling with AMOS as analysis tool. Based on the result of analysis, it showed that consumption values has positive and significant influence on perceived beneficial image tourists and language students in English Village Pare. Consumption values has not significant influence on the behavior intention tourists and language students in English Village Pare. Perceived beneficial image has positive and significant influence on behavior intention tourists and language students in English Village Pare.

Keywords
Keywords: consumption values, perceived beneficial image, and behavior intention

Topic
Marketing

Link: https://ifory.id/abstract/4kMvJP2dr6Hc

Corresponding Author
Bagus Wahyu Setyawibowo

Institutions
a) Magister Management University Muhammadiyah Surakarta, Jl. A. Yani, Mendungan, Pabelan, Kec. Kartasura, Kabupaten Sukoharjo, Central Java 57162, Indonesia
*baguswahyusetya[at]gmail.com
b) Magister Management University Muhammadiyah Surakarta, Jl. A. Yani, Mendungan, Pabelan, Kec. Kartasura, Kabupaten Sukoharjo, Central Java 57162, Indonesia
c. Magister Management University Muhammadiyah Surakarta, Jl. A. Yani, Mendungan, Pabelan, Kec. Kartasura, Kabupaten Sukoharjo, Central Java 57162, Indonesia

Abstract
Abstract This research is motivated by problems related to Destination Imagery, Tourist Facilities, and Taman Pintar Yogyakarta Experimental Marketing. Based on the results of the pre survey, overall Taman Pintar visitors were satisfied with the Taman Pintar but were not loyal to the Taman Pintar due to the large number of tourist attractions in Yogyakarta which according to respondents were more interesting than the Taman Pintar Yogyakarta. This study aims to determine the effect of Destination Image, Tourist Facilities, and Experiental Marketing on Loyalty through the satisfaction of visitors to Taman Pintar Yogyakarta. This research uses quantitative methods with descriptive and causal research types. Sampling was carried out using the method of probability sampling type Accidental Sampling, with a total of 100 respondents. Descriptive analysis techniques and path analysis. The results of the descriptive analysis showed that the variable Destination Image, Tourist Facilities, and Experiental Marketing, Satisfaction and Loyalty were in the good category. The results of the calculation of the multiple linear regression analysis of equation II show that the Destination Image, Tourism Facilities, and Experiental Marketing variables influence the Loyalty variable through the visitor satisfaction variable at Taman Pintar Yogyakarta.

Keywords
Destination image, tourism facilities, experiential marketing, satisfaction, loyalty.

Topic
Marketing

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

Corresponding Author
Serli Wijaya

Institutions
Faculty of Business and Economics
Petra Christian University
Jalan Siwalankerto 121-131 Surabaya East Java

Abstract
Ecotourism is defined as responsible travel to natural areas that conserves the environment, sustains the well-being of the local people, and incorporates interpretation and education. With its rich natural biodiversity, Indonesia has played an important role in the world-s environmental conservation. Ecotourism, therefore, is a special interest tourism that Indonesian government has developed and promoted as a means to attract more responsible tourists to visit the country. Promotion strategy has been undertaken using both offline and online platforms to enhance the image of Indonesia as a worth-taking ecotourism destination in the world. This study aimed to examine the effect of online promotion through various digital platforms, which play as an external stimulus, and travel motivation as an internal tourist-s driver on tourists- destination image and travel intention to ecotourism destinations in Indonesia. Questionnaire-based survey was completed to 319 respondents who would travel to any ecotourism destinations in Indonesia. The results showed that both online promotion and travel motivation directly affected tourists- intention to visit ecotourism destinations in Indonesia. Meanwhile, the image held in tourists- minds about the destination had played as a significant mediating role of online promotion and travel motivation in influencing tourists- travel intention.

Keywords
Online Promotion, Travel Motivation, Destination Image, Travel Intention, Ecotourism

Topic
Marketing

Link: https://ifory.id/abstract/8Yg4HG2JhQqF

Corresponding Author
Rizal Rifai Rifai

Institutions
Master of Management, Muhammadiyah University of Yogyakarta, Indonesia

Abstract
This study aims to determine the effect of perceived ease to use on perceived usefulness, attitudes towards using and behavioral intention. This study used sampling with a purposive sampling technique. The number of samples in this study were 189 respondents. Data obtained through questionnaires which are distributed directly to stations in the city of Yogyakarta and through Google form. Data analysis techniques using SEM (Structural Equation Modeling) with AMOS software version 22. Based on the results of the analysis that has been done, shows that perceived usefulness influences the attitude towards using, perceived usefulness affects the behavioral intention, attitude towards using affects the behavioral intention and attitude towards using as a mediator influences in the relationship of perception usefulness in behavioral intention.

Keywords
Perceived usefulness, attitude toward using, behavioral intention

Topic
Marketing

Link: https://ifory.id/abstract/VR9FUpHLfJND

Corresponding Author
verdika agnesia riefriani

Institutions
SRIWIJAYA UNIVERSITY

Abstract
BPJS Ketenagakerjaan is a public legal entity that reports directly to the President of Republic Indonesia that provides protection for workers to overcome certain socio-economic risks due to employment relations through 4 employment social security programs including Jaminan Kecelakaan Kerja (JKK), Jaminan Hari Tua (JHT), Jaminan Kematian (JK) and Jaminan Pensiun (JP). This study aims to determine whether perceived value and service quality affect the customer satisfaction Jaminan Hari Tua (JHT) at the BPJS Ketenagakerjaan Palembang branch office. The data used in this study are primary data by distributing questionnaires to all participants of Penerima Upah (PU) in 2019 as many as 237,581 participants. The number of samples used was 100 respondents. The analysis technique used is multiple linear regression analysis that was previously tested for validity and reliability. The results obtained are perceived value and service quality have a positive and significant effect on customer satisfaction Jaminan Hari Tua program (JHT) at the BPJS Ketenagakerjaan Palembang branch office. This research is expected to be a reference to choose which variables are better used in future studies. For companies to be able to propose to the government about increasing the benefits of the BPJS Ketenagakerjaan programs and trying to innovate for better marketing and service strategies.

Keywords
Perception Value, Service Quality, Customer Satisfaction, BPJS Ketenagakerjaan

Topic
Marketing

Link: https://ifory.id/abstract/AhFPa4kJ2rQ6

Corresponding Author
KGS M Amir Amrullah

Institutions
Sriwijaya University

Abstract
This research was conducted to determine the effect of price and promotion of induction cookers to increase sales of electric power at PT. PLN (Persero) UP3 Bangka on Celagen island. The data used in this study uses primary data and secondary data. Primary data obtained by distributing questionnaires to customers at PT. PLN (Persero) UP3 Bangka on Celagen island. The population in this study were 264 customers of PT. PLN (Persero) UP3 Bangka on Celagen Island. The sample used in this study were 100 respondents. The analysis technique used is multiple linear regression analysis. The results of this study found that the price and promotion of induction cookers had a positive and significant effect on increasing electricity sales at PT. PLN (Persero) UP3 Bangka on Celagen island. For PT. PLN (Persero) UP3 Bangka is expected to provide prices in accordance with the use of customers and companies need to provide and conduct sales promotions to the public so that people can be interested in using induction cookers, which in turn will have an impact on increasing electricity sales at PT. PLN (Persero) UP3 Bangka

Keywords
Price, Promotion, Sales Increase, Sales Volume

Topic
Marketing

Link: https://ifory.id/abstract/hZBbp9gRJx3t

Corresponding Author
Yulita Fairina Susanti

Institutions
Sekolah Tinggi Manajemen IPMI

Abstract
Although many Indonesians still have difficulties accessing financial services, they are already actively using Internet technology, and the mobile phone network is spreading to 99% of Indonesia. This suggests an opportunity for FinTech to overcome the limitations of existing financial services and improve the Indonesian financial index. One of the largest payment services in Indonesia is OVO, which has been established since 2017. The aim of this study is to investigate the effect of service quality on customer satisfaction and loyalty in using OVO as e-wallet in Jakarta. This study used a quantitative approach focusing on cause and effect relationship among variables. The study involved 180 OVO users as samples. The analysis technique used in this study is Partial Least Square (PLS) Structural Equation Modeling (SEM), with the help of Smart PLS 3.2 version program. The results indicated that Service Quality has a positive effect on Customer Satisfaction, Service Quality has a negative effect on Customer Loyalty, and Customer Satisfaction has a positive effect on Customer Loyalty. The study of “The Effect of Service Quality on Customer Loyalty and Satisfaction in using OVO as E-wallet” should be beneficial for future researchers to design their investigation on similar study. Moreover, the finding could help OVO and other e-wallet to improve their service quality.

Keywords
FinTech, Service Quality, Customer Loyalty, Customer Satisfaction, SEM, PLS

Topic
Marketing

Link: https://ifory.id/abstract/qAW6teMf94Zh

Corresponding Author
Atma Falaah Imanu

Institutions
Sriwijaya University

Abstract
The purpose of this research is to analyze the effect of service quality, price, and brand image on Grab-Food custemer loyalty on costumer in Palembang. This research uses purposive sampling with 100 respondents Grab Food customer in Palembang. This research uses multiple linear regerssion analysis. Based on the analysis found that service quality has a positive and significant impact on customer loyalty, the price has a positive and significant impact on customer loyalty, and also the brand image has a positive and significant impact on customer loyalty. It proves that service quality, price, and brand image can to increase Grab Food customer loyalty in Palembang

Keywords
service quality, price, brand image, and customer loyalty.

Topic
Marketing

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

Corresponding Author
Nindya Kinanti

Institutions
Universitas Indonesia

Abstract
Global consumers nowadays have become more aware and concern of sustainability issue, whether it-s the environmental or the social impact in sustainability. The awareness was shown through the products they consume. Indonesian consumers also have shown their concern over sustainability issue, especially in cosmetics and skin care products where they are interested in products that were made by natural ingredients. Based on the phenomenon of this concern over sustainability, the purpose of this research is to compare the different strength of brand loyalty between two product categories which are between sustainable brand and conventional brand of cosmetics and skin care products. This research has several hypotheses to be tested which the data was collected through an online questionnaire with the sample of 232 respondents. The expected result of this research is that there is a different manner of brand loyalty that was formed for either sustainable brand and conventional brand.

Keywords
brand value, brand loyalty, brand trust, brand affect, sustainability

Topic
Marketing

Link: https://ifory.id/abstract/XZU3aq9mvpWJ

Corresponding Author
Ratri Amelia Aisyah

Institutions
Department of Management
Faculty of Economics and Business
Airlangga University

Abstract
Electronic learning (e-learning) is becoming popular among students and lecturers in higher education. e-learning provides new opportunities for sharing knowledge and interacting between students and lecturers. Therefore, this study aims to examine the impact of design of learning contents on the acceptance of students using new technology as a tool for their learning medium. Based on the Technology Acceptance Model (TAM), which emphasizes on perceived usefulness, perceived ease of use and attitude toward e-learning, is used to measure the factor of acceptance the technology for e-learning in higher education. The study empirically validated the model using data collected from a survey to university students in Airlangga University, Surabaya. Partial Least Square is used to examine the research model. The results show all of the indicators are valid and design of learning contents is an important of variable and influences significantly on the two main variables of TAM, perceived usefulness and perceived ease of use. From the study, perceived usefulness and perceived ease of use have a positive impact on attitude toward e-learning.

Keywords
design of contents, perceived ease of use, perceived usefulness, attitude toward e-learning, e-learning

Topic
Marketing

Link: https://ifory.id/abstract/qZeHXG9mCAkg

Corresponding Author
Nia Maria

Institutions
1 Magister Management Study Program, Sriwijaya University Palembang, Indonesia
2 Department of Management, Faculty of Economics, Sriwijaya University Palembang, Indonesia
3 Department of Management, Faculty of Economics, Sriwijaya University Palembang, Indonesia
4 Department of Management, Faculty of Economics, Sriwijaya University Palembang, Indonesia

Abstract
This research is aims to find out how big the influence of Price (X1) and Tagline (X2) on the buying interest of marketpalce Shopee on Undergraduate Students of Sriwijaya University. Through purposive sampling method, 100 respondents are selected. In which the Instruments are tested using validity and reliability test. The hypothesis are then tested using t-test (partial test) and F-test (simultanneous test). The result shows that in both test, price and tagline have an effect of buying interest on both undergraduate Students of Sriwijaya University, Palembang Campus at Marketpalce Shopee.

Keywords
Price, Tagline, Buying Interest, and Marketplace Shopee

Topic
Marketing

Link: https://ifory.id/abstract/6yFAcjZ8Rz7H

Corresponding Author
Titah Kusumastiti

Institutions
Faculty of Economics and Business, University of Indonesia
Jl Salemba Raya RW 5, Kenari, Central of Jakarta, Indonesia (a, b)

email : titahkusumast[at]gmail.com (a), tebalqiah[at]yahoo.com (b)

Abstract
Internet becomes the major need in Indonesian households. Based on APJII data in 2019, therere 500 Internet Service Providers, both mobile and fixed internet. For fixed internet service providers (FISP) alone, the customer faced the top 6 of FISP which can be an alternative for providing household needs. This study examines the factors that influence a customers switching intention on fixed internet services provider using the Push-Pull Mooring model. The study employs a quantitative approach using an online survey on about 200 Indonesian respondents experience using cable internet for at least one month. The study uses the structural equation model to examine the data. The result shows that push factors (service quality, perceived price, perceived value), and pull factor (alternative attractiveness, subjective norm) have positive impacts on switching intention, and mooring factors (inertia, commitment) has a negative impact to switching intention. For moderation, the mooring factor has a varying level impact on switching intention. The validation of the most factors influencing customer-s switching intention can be a reference for the internet service provider to formulate a marketing strategy to minimize customer-s switching intention. This study builds a comprehensive model of the customer switching intention for internet service providers in Indonesia.

Keywords
switching intention, internet service provider, push-pull mooring factor, PPH model

Topic
Marketing

Link: https://ifory.id/abstract/Mjtv8JgNfYGd

Corresponding Author
Nurita Andriani

Institutions
1) Magister Management, Faculty of Economics And Business Trunojoyo Madura University

2) Magister Management, Faculty of Economics And Business Trunojoyo Madura University

Abstract
This research aims to analyze and determine the application of business ethics in the Bakery small business in Sumenep Regency. This study uses qualitative analysis methods, to obtain information carefully with in-depth interview techniques. Observation technique with direct observation in the field is used to support the results of research. The application of business ethics is examined in terms of ethical values / morality such as fairness, trust and honesty of the products, customers and employees of the Bakery small business. The study was conducted at Anita Bakerys small business in Sumenep. The results showed that the application of business ethics by Anita Bakerys small businesses in terms of trust and honesty in the product was quite good. This is evidenced by the level of customer loyalty that still persists. The application of business ethics in terms of fairness, trust and honesty towards customer service is quite good, it can be seen from the less complaints, the absence of negative word of mouth communication about the company and consumers are still loyal to the product. The application of business ethics in terms of fairness, trust and honesty towards employees is quite good, this can be seen from the number of employees who last long working in this company. However, it still needs to be considered in the application of business ethics to employees, because the company has not implemented fairness employee recruitment.

Keywords
Business Ethics, Fairness, Trust, Honesty

Topic
Marketing

Link: https://ifory.id/abstract/GUYBt3xPQMNZ

Corresponding Author
Taufik Ibrahim

Institutions
1 Students of the Master of Management Study Program Faculty of Economics Unsri
2,3,4Departement of Management, Faculty of Economics, Unsri

Abstract
This study aims to determine the effect of brand image, price and product quality on cement purchase decisions at PT. Semen Baturaja (Persero), Tbk. The data used in this study are primary data by distributing questionnaires to all Baturaja cement customers in Palembang, Baruraja and Lampung for the period 2018-2019. The number of samples used was 100 respondents who were shops and distributors of Baturaja cement in 2018-2019 in the cities of Palembang, Baturaja and Lampung. The analysis technique used is multiple linear regression analysis. The results of this study were obtained that the brand image and product quality had a positive and significant effect on cement purchase decisions at PT. Semen Baturaja (Persero), Tbk. While the price has a negative and not significant effect on the decision to purchase cement at PT. Semen Baturaja (Persero), Tbk. This research is expected to be a reference and consideration for future researchers to be able to choose variables that are better used. For companies to be able to consider the price of cement and to maintain good product quality and to improve brand image among the public to increase consumer interest and desire to purchase cement at PT. Semen Baturaja (Persero), Tbk.

Keywords
Keywords: Brand Image, Price, Product Quality, Purchasing Decisions

Topic
Marketing

Link: https://ifory.id/abstract/9zPgAnBKVQ3w

Corresponding Author
Serli Wijaya

Institutions
Faculty of Business and Economics
Petra Christian University
Jalan Siwalankerto 121-131 Surabaya, East Java

Abstract
Urban tourism has gained its popularity as an alternative tourism product that takes place in cities offering various tourism experiences not only for the visitors but also for the city residents. Semarang has evolved as one of the major urban tourism destinations in Indonesia showing an increasing visitor arrivals every year. The city has a wide range of tourism potential attractions including heritage tourism, religious tourism, shopping tourism at traditional markets, and culinary tourism. Despite its prospective tourism growth and extensive efforts of the local government to promote the destination, the number of tourists who visit Semarang is still behind its neighbouring cities like Yogyakarta and Solo. This study aimed to identify the image of Semarang as a tourism destination and to examine whether both cognitive and affective images of the city affected tourist satisfaction and tourist loyalty. The survey was undertaken to 300 respondents who were domestic tourists not residing in Semarang and had ever visited the city at least within the past year. The results showed that destination image significantly and positively influenced tourist satisfaction and induced the intention of tourists to revisit Semarang, with cognitive image had a stronger effect than affective image.

Keywords
Cognitive image, affective image, tourist satisfaction, and tourist loyalty

Topic
Marketing

Link: https://ifory.id/abstract/L4DctzrbvEwG

Corresponding Author
M. Reza Guntara

Institutions
University of Lampung

Abstract
The E-WOM dimension consisting of Quantity, Credibility, and Quality is important for E-Commerce company in order to measure the level of trust and perceived usefulness with the expectation that customers will repurchase. This study aims to determine how E-WOM which have the dimensions of Quantity, Credibility, and Quality influence the repurchase intention which mediated by Trust and Perceived usefulness. The Samples are 320 respondents taken with simple random sampling method. This research analysis technique uses Structural Equation Modeling (SEM) with the Lisrel assistance program. The results of this study indicate that: 1) e-wom Quantity has a positive and significant effect on repurchase interest, 2) e-wom Credibility is positive and significant on repurchase, 3) e-wom Quality is positive and significant on repurchase purchases, 4) e-wom Quantity mediated by Trust that is positive and significant for repurchase purchases, 5) e-wom Credibility mediated by Trust that is positive and insignificant to repurchase, 6) e-wom Quality mediated by Trust has a positive impact and not significant effect on repurchase interests. 7) e-wom Quantity mediated by Perceived usefulness positive and significant for repurchase, 8) e-wom Credibility mediated by Perceived usefulness has an Positive effect and significant use of repurchase purchase, and 9) e-wom quality mediated by Perceived usefulness has an positive effect and significant impact on repurchase interests.

Keywords
e-commerce, e-wom, repurchase intention

Topic
Marketing

Link: https://ifory.id/abstract/9krWFVycC6fe

Corresponding Author
Refius Pradipta Setyanto

Institutions
Management Department, Faculty of Economics and Business, Universitas Jenderal Soedirman

Abstract
The purpose of this reasearch is to analyze the relationship between the effect of greenwashing perception and green satisfaction on green trust and green-WOM on LCGC consumers. The online survey method used by the target population is the owners of four-wheeled vehicles low cost green car (LCGC) type in Indonesia. After distributing the questionnaire online for approximately one month, resulting in a sample of size of 111 respondents. Data were analyzed using AMOS 26 with Struqtural Equational Modeling method, and produced the following findings: greenwashing perception does not affect green trust, greenwashing perception does not affect green word-of-mouth, greenwashing perception has a negative effect to green satisfaction, green satisfaction has a positive effect on green trust, and green satisfaction has a positive effect on green word-of-mouth. Based on this findings, LCGC Car industry need to continue and be able to reduce greenwashing issues (their non-credible green claims), so they can increase green satisfaction of consumers, eliminating consumer doubts about LCGCs environmental friendliness, strengthen green trust customers, and may encourage the emergence of word-of-mouth.

Keywords
Greenwashing Perception, Green Satisfaction, Green Trust, Green Word-of-Mouth, Low Cost Green Car

Topic
Marketing

Link: https://ifory.id/abstract/Byxbvkr4amHj

Corresponding Author
Waseso Segoro

Institutions
Gunadarma University, Depok

Abstract
A lifestyle that is growing rapidly due to the development of technology and information, gives rise to a phenomenon that is consumerist behavior. The behavior of the consumer in the form of fashion trend and online shopping is very high. Zalora Indonesia e-commerce options being researched due to Zalora Indonesia become the Top Brand Fashion special E-Commerce the most interest in Indonesia. Data collection techniques by disseminating a questionnaire online. The questionnaire has been successfully collected as many as 100 respondents. The technique of determination of the respondents be Purposive Sampling. The results of the research showed a variable product quality, price, and promotion of a positive effect against purchasing decision fashion products on e-commerce Zalora.co.id.

Keywords
quality of product, price perception, promotion and purchase decisions.

Topic
Marketing

Link: https://ifory.id/abstract/zPQ2Z8Yav3Ju

Corresponding Author
Himmatul Ulya

Institutions
Faculty of Economics and Business, Universitas Indonesia

Abstract
Purpose – The purpose of this study is to examine how consumer-s social media engagement platform drives engagement with advertising embedded in the platform and the evaluation of advertising and its influences to purchase intention with the context of social media platform Instagram and its advertising feature Instagram Ads. Design/methodology/approach – The proposed model is built based on the engagement experience framework that define engagement is manifested in various experiences. Based on the data collected from 407 Indonesian respondents, we empirically tested the conceptual model using a structural equation model. Findings – The results of this study are expected to give an empirical result of examine how consumer-s social media engagement in the context of Instagram drives engagement with advertising embedded in the platform (Instagram Ads) and the evaluation of advertising and its influences to purchase intention. Research limitation/implication – This study are expected to provide results that allow marketers and advertisers to understand the importance of the platform (specifically in the context of Instagram) that advertising are embedded that led by engagement with the platform and the advertising and its contribution to consumer purchase intention.

Keywords
Instagram, Instagram Ads, Social media engagement, Social media advertising engagement, Advertising evaluation, Purchase intention

Topic
Marketing

Link: https://ifory.id/abstract/Rc7JCBptAQZ8

Corresponding Author
Dedi Firman Esma

Institutions
Master of Management, Muhammadiyah University of Yogyakarta, Indonesia.

Abstract
Social media is becoming more often used as a marketing tool and a channel for spending, transporting and getting closer to customers, for more individual preference choices and for building customer equity. This study analyzes the effect of social media marketing activities (SMMA) on brand awareness and customer response on airline Instagram. The study was conducted on 185 followers in social media Instagram owned by Garuda Indonesia, and in this study method of data analysis using SEM (Structural Equation Modeling) which will be assisted with a program from AMOS. The results showed that SMMA had a direct effect on brand awareness and customer response. But SMMA indirectly through brand awareness shows a stronger influence on customer response. This shows that brand awareness mediates between SMMA and customer response.

Keywords
Keywords: Social media marketing activities, brand awareness, customer response, airlines industry

Topic
Marketing

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