Indonesia Conference Directory

Corresponding Author
Anggun Pesona Intan Puspita

Institutions
Sekolah Tinggi Manajemen PPM, Jakarta, Indonesia
naoomik69[at]gmail.com
Sekolah Tinggi Manajemen PPM, Jakarta, Indonesia
API[at]ppm-manajemen.ac.id

Abstract
Introductions : This study aims to determine the influence of Korean boyband as brand ambassador, brand personality, and Korean wave on purchase intention in XYZ sheet mask, one of the Korean beauty brands in Indonesia. Market growth of the cosmetics industry had increased which was directly proportional to the increase in the number of cosmetic products registered in Indonesia. According to Cekindo (2017) the cosmetics product in Indonesia were growing rapidly with existence of 125,220 products that had been registered under BPOM within five years until 2017. The number made cosmetic products were the most registered at BPOM until 2017, which was 56%. Cosmetic products registered in Indonesia were not only local products, the competition in this industry also includes foreign products. One of the countries that import cosmetic products to Indonesia is South Korea. BPS recorded imports of South Korean cosmetic products to Indonesia reached 5.9 million USD in 2016 (Putri, 2017). The scope of this study was limited to know whether there is a positive influence or no influence of the three variables on purchase intention in XYZ sheet mask. Methods : This research used descriptive research with influence relationship between the variables. The research method used in this study was quantitative research method with survey approach. The population determined in the study was all Jakarta, and its buffer cities (Bogor, Depok, Tangerang, and Bekasi) female residents. Sampling method used is a non-probability sampling methods, with the type of judgement sampling technique by setting criteria for the respondents. The questionnaire as a research instrument used a Likert scale with 4 points to reduce neutral answers. The data analysis tool used in this study is multiple linier regression. Results : Adjusted R2 value of 0.518 in this study might imply that the the variation of brand ambassador (X1), brand personality (X2), and Korean wave (X3) on purchase intention (Y) of 51.8% while remaining 48.2% was affected by other variables which not explain in this research. Based on the output of regression test results, the significant value is 0.000 which is smaller than 0.05, it can be concluded that Ho1 rejected H1 accepted. Thus, the formulation of hypothesis that the influence X1, X2, and X3 on Y simultaneously, accepted. Brand ambassador (X1) partially influenced on purchase intention (Y) significantly but not positively with t-count of the X1 is -2.207, it can be concluded that H2 rejected Ho2 accepted. Brand personality (X2) partially influenced on purchase intention (Y) significantly and positively with t-count of the X2 is 10.004, it can be concluded that Ho3 rejected H3 accepted. Korean wave (X3) partially influenced on purchase intention (Y) significantly and positively with t-count of the X3 is 2.049, it can be concluded that Ho4 rejected H4 accepted. Conclusions : Korean boyband as brand ambassador, brand personality, and Korean wave had signific

Keywords
Brand Ambassador, Brand Personality, Korean Wave, Purchase Intention

Topic
Marketing Management

Link: https://ifory.id/abstract/qQbBW4AYkuPr

Corresponding Author
ryan dharmasaputro Vilda

Institutions
Universitas Indonesia ( MM - MBA Program)

Abstract
Nowadays, many companies attempt to combine an unique theme into their advertisement through social media platforms such as Facebook, YouTube and Instagram. One of their purpose to attempt this strategy is to expecting become viral and increasing the intention to purchase of their products from their targeted viewers. A previous study found that nostalgic content in advertise has positive relationship with the attitude toward the ad. Thus, this present study builds a model to find the effect and relationship of the nostalgic advertisement to attitude toward the ad, attitude toward the brand, purchase intention and viral Intention. The model was tested by collecting data from respondents, the criteria forrespondents are, who lives in Jakarta, has working age from ( 20- 54 years old), and they still not use the advertised product. Then the next process is guiding them to watch the selected nostalgic advertisement and the last process is filling the questionnaire form which the purpose is to observing the effect after watching the advertise. The findings demonstrate the nostalgic advertising have positively significant to attitude toward the ad. The study also found there is positive relationship between attitude toward ad, attitude toward brand, viral intentions and purchase intention. With this findings, it provide insightful implications for marketers and advertisers to help them for determining the content theme for their further advertising.

Keywords
digital marketing, nostalgic advertising, attitude towards the ad, purchase intention, viral intention

Topic
Marketing Management

Link: https://ifory.id/abstract/NAQvLxyYac8W

Corresponding Author
Nur Aziz Sugiharto

Institutions
School of Postgraduate Studies, Indonesian University of Education, Bandung

Abstract
This study examines the influence of perceived service quality and perceived price on students- satisfaction and recommendation in higher education institution. Sample consists of 155 students who majority has learning in Poltekpos and STIMLOG of Bandung, taken by convenience sampling. The data was collected by survey with questioner method. Path analysis with Amos technique is statistical method chosen to measure influence of perceived service quality and perceived price on students- satisfaction for recommendation to others. The results indicate that perceived service quality has a significantly positive influence on students- satisfaction, but perceived price has negative influence on students- satisfaction. The result also indicate that students satisfaction has significantly positive influence on recommendation to others.

Keywords
Perceived service quality, perceived price, students- satisfaction, recommendation

Topic
Marketing Management

Link: https://ifory.id/abstract/DYgnwPBVdme9

Corresponding Author
Adryan Rachman

Institutions
Sekolah Tinggi Ilmu Ekonomi Indonesia Membangun (STIE INABA), Universitas Pendidikan Indonesia

Abstract
Fierce Competition forces company to pay attention to Consumer Perceived Value (CPV). Consumer Perceived Value is a key to compete with other business competitors. This research aims at proposing an integrating model by combining variables based on the previous research and test them with empirical data. This research employs descriptive and verification method. The empirical data were collected through questionnaire that administered to moslem fashion users. This study uses Confirmatory Factor Analysis as analytical tool in data processing. Moreover, in this study, the CPV determinant variables of previous studies is combined with innovation value on the model and then we name it “Integrated Model of CPV”. This study discovers that the integrated model of CPV consists of price value, social value, emotional value, quality value, perceived risk value, aesthetic value, and innovation value.

Keywords
Consumer Preceived Value (CPV), Preceived Risk Value, Aesthetic Value, Innovation Value and Purchase Intention

Topic
Marketing Management

Link: https://ifory.id/abstract/Apt4QJW6Ehu7

Corresponding Author
Olivia Intan

Institutions
Magister Manajemen, Universitas Indonesia
Jl. Salemba Raya No. 4, Jakarta 10430, Indonesia

Abstract
In today-s world, social media has been an integral part of people-s lives. It has greatly changed the way we communicate and receive information. This study tries to investigate the influence of social media on international students- higher education selection process. The aim of this study is to understand how social media can be used as a strategy for higher education institutions for international students- recruitment. This study was carried out through quantitative descriptive approach using nonprobability sampling method. A self-administered questionnaire was distributed to 144 international students from several higher education institutions in Indonesia. The findings demonstrated a certain level of engagement in social media during part of the students- search for higher education, while the primary information still come from traditional sources. Facebook, Instagram, and Youtube showed the highest ranks of social media platforms used among the international students. This study offers insights for practical implications of social media in higher education institutions- recruitment strategy.

Keywords
social media, higher education, international students, decision making

Topic
Marketing Management

Link: https://ifory.id/abstract/jAXLD7VvRxBd

Corresponding Author
Budi Prasetiyo

Institutions
Universitas Pendidikan Indonesia

Abstract
Indonesia which is the highest share of mobile traffic in Southeast Asia, has 87% of mobile traffic. On the other hand, based on the number of conversion rate, Indonesia only occupies the third position after Vietnam and Singapore. Female consumers in Indonesia are relatively fewer than male consumers in shopping through E-commerce. The purpose of this study is to examine more deeply about Brand preference towards Purchase Intention for female consumers in shopping through E-Commerce. The research method used is the verification method with a number of 36 female respondents who has shopped online. This research used purposive random sampling. The data has been analyzed by using simple linear regression. The results of this study indicated that there is an influence Brand Preference towards Purchase Intention for female consumers in shopping for E-Commerce. The implication is that E-Commerce companies must make the web more attractive, easy to use, and more secure in shopping

Keywords
Brand Preference, Purchase Intention, E-Commerce, Conversion rate

Topic
Marketing Management

Link: https://ifory.id/abstract/U6EHnPKqCFvY

Corresponding Author
citra savitri

Institutions
Sekolah Pascasarjana, Universitas Pendidikan Indonesia
Jalan. DR. Setiabudi No.229, Isola, Sukasari, Kota Bandung, Jawa Barat 40154

Abstract
The role of promotion is a key to successful companies in the business world. Technology development give opportunity for business to promote through various link such as social media and the electronic word of mouth ( e-wom ) and the role of family influence interest in buying goods or services. This research objectives empirically examines on the impact of social media and the family influence toward e-wom in influencing purchase intention in online shop “shopee”.This methods of the research is descriptive verifikatif by path analysis. Data collection techniques through the survey and interviews with 230 respondents. The result of this research proves that family influence having influence more than social media and e-wom toward to purchase intention influential in partial and social media and family influence simultan having influence.

Keywords
Media Sosial ; Family Influence ;eWOM ;Purchase Intention

Topic
Marketing Management

Link: https://ifory.id/abstract/Q29ZykwgCDBx

Corresponding Author
arissetyanto nugroho

Institutions
universitas Mercu Buana

Abstract
Peningkatan sektor konsumsi Indonesia mendorong para pelaku bisnis berlomba-lomba untuk membangun serta mengembangkan bisnisnya dalam bidang konsumsi seperti makanan dan minuman. Penelitian ini mengungkapkan eksplorasi merek toko roti yang sedang popular di Indonesia yaitu Breadtalk. Penelitian ini merupakan penelitian eksploratori dengan data longitudinal. Didalam penelitian eksploratori, data yang digunakan adalah data tweet tidak terstruktur yang diperoleh dengan cara mengumpukan tweet akun jejaring sosial twitter, sampel tweet ditetapkan berdasarkan periode rentang Januari 2017 sampai Desember 2017.Penelitian komunikasi pemasaran toko roti dengan menggunakan data tweet masih belum dilakukan. Hasil penelitian ini menunjukkan banyak masukan, kritik, saran, promosi serta pertanyaan-pertanyaan yang dilontarkan oleh kustomer atau para pengguna media sosial khususnya twitter @BreadtalkIndo mengenai kualitas, layanan dan rasa dari roti breadtalk. @BreadtalkIndo menggunakan saluran komunikasi pemasaran online untuk melakukan promosi bagi setiap produk-produk yang dijual, dan membuka sarana komunikasi dengan konsumen, sehingga konsumen bisa memberikan komplain bagi setiap layanannya.

Keywords
@BreadTalkIndo, Marketing Communication, Unstructured Dataset

Topic
Marketing Management

Link: https://ifory.id/abstract/eL3bPh9xwKA8

Corresponding Author
Adryan Rachman

Institutions
Sekolah Tinggi Ilmu Ekonomi Indonesia Membangun (STIE INABA), Universitas Pendidikan Indonesia

Abstract
This study discusses the importance of using the internet to improve competitiveness with other universities. School of Economics (STIE) INABA Bandung has a website that is www.inaba.ac.id that serves as a communication medium that can provide information for students, lecturers, and the general public. This research was made to analyze the effect of website design and the quality of information on user satisfaction over website service by distributing 39 questionnaires to postgraduate students of semester 1 academic year of Management Studies 2019 as respondents. This research uses a quantitative method. Using the structural equation method model - partial least square SEM - PLS. Research shows that website design and quality of information affect user satisfaction over website services.

Keywords
User Satisfaction, Web Design, Information Quality, Innovation Value, Technology, SEM, PLS

Topic
Marketing Management

Link: https://ifory.id/abstract/6Cy2m9q3AjUx

Corresponding Author
Kornelia Johana

Institutions
Lecturer of Faculty of Communication Science – UniversitasMercuBuana Jakarta
gadisoctory[at]gmail.com
Korneliajohana[at]gmail.com

Abstract
Humans are the most important resource in an organization, agency or company, without human aspects, it is difficult for the organization to carry out the mission and objectives that have been set. It can be said that if there are no human factors then the organization concerned is also not there because of the actors or objects to be addressed by an organization. Along with the awareness that public relations play a very important role in building the image of the organization, the existence of public relations is a need that must be prioritized. Management in carrying out its functions and duties needs to consider and decide in terms of recruiting HR (Human Resources) with a competent capacity in the field of public relations and equipped with adequate facilities and infrastructure. This research is intended to find out the role of Public Relations HR at the Jakarta Arts Center Planetarium and Observatory. The role of public relations in carrying out its functions more effectively, efficiently, and on target, requires appropriate communication and publication strategies oriented to the formation of public opinion. The role of Public Relations includes (1) Communication technicians (2) Expert Prescriber (3) Facilitator Communication and (4) Problem Solving Facilitator. Professionalism in public relations is the main key in carrying out their duties, therefore competency standards are needed for anyone assigned to that position as a good work culture. This study uses the positivistic paradigm, a descriptive method with a qualitative approach. The method used is the method of observation and in-depth interviews with the Public Relations Planetarium and Observatory and with visitors to the Planetarium and Observatory. In carrying out these four roles there is a dominant but there are also those who have not. There are two dominant roles, namely; The role as a Communication Facilitator is a fairly dominant role that is carried out in the delivery of information to the Community by using the Website that responds the longest, namely 2x24 hours, Facebook in collaboration with several astronomical communities and good direct delivery posted at the Planetarium entrance. The second role is quite dominant, namely as a Problem Solving Facilitator where the Planetarium overcomes problems that occur in a way that is quite effective.

Keywords
Role of Public Relations, Planetarium, Human Resources

Topic
Marketing Management

Link: https://ifory.id/abstract/ku4pdVZ9hcaq

Corresponding Author
Meta Andriani

Institutions
STIE Indonesia Banking School, Jakarta, Indonesia
meta[at]ibs.ac.id

Abstract
The research aims to see the effect of the intensity of the use of social media communication on the dimensions of brand equity, namely brand awareness, brand image, customer perceived value, brand quality and brand loyalty. The study was conducted by distributing questionnaires to 160 respondents who visited tourism destinations in Eastern Indonesia and the results showed that there was an influence between the use of social media and destination brand awareness and there was an influence between visitor perceived value and the formation of e-WOM. This research is quantitative data which compiles primary data as primary data, plus secondary data. Criteria for respondents who were sampled in this study were domestic tourists over the age of 18 years, who had travelled to areas in Eastern Indonesia. Questionnaires were distributed within a period of 3 months during the period July-September 2018 with the number of questionnaires collected was 160. This research builded by 12 hypothesis. Hypothesis testing results are: 1. There is a strong influence between the Intensity of Use of Social Media variable on the Tourism Destination Awareness variable. 2. There is an influence of Tourism Destination Awareness on Tourism Destination Image. 3. There is an influence of Tourism Destination Awareness on Tourism Destination Quality. 4. There is an influence of Tourism Destination Awareness on Visitors Perceived Value. 5. There is no influence of Tourism Destination Awareness (AWA) on Intention to Recommend Using Traditional WOM. 6. There is no influence of Tourism Destination Image on Intention to Recommend Using Traditional Word of Mouth Communication 7. There is no influence of Tourism Destination Quality on Intention to Recommend Using Traditional WOM. 8. There is no effect of Visitors Perceived Value on Intention to Recommend Using Traditional WOM. 9. There is no influence of Tourism Destination Awareness on Intention to Recommend Using e-WOM. 10. There is no influence of Tourism Destination Image on Intention to Recommend Using e-WOM. 11. There is no influence of Tourism Destination Quality on Intention to Recommend Using e-WOM 12. There is an effect of Visitors Perceived Value on Intention to Recommend Using e-WOM. Based on the results of the study there is a strong relationship between Tourist Destination Brand Awareness to the establishment of Destination Brand Equity (Brand Image, Brand Quality and Perceived Value), so it can be concluded that: 1. The intensity of social media use significantly influences destination brand awareness. This proves that exposure to a tourism destination on social media can increase awareness of the tourism destination. 2. Destination brand awareness has a positive influence on destination brand image, destination brand quality and customer value. However, this brand image and brand quality does not influence tourists to do WOM or e-WOM. 3. The results of the research show that what affects e-WOM is the

Keywords
WOM, eWOM, brand awareness, social media, destination brand equity

Topic
Marketing Management

Link: https://ifory.id/abstract/Q3DFn9Yyvqpz

Corresponding Author
Dini Salmiyah Fithrah Ali

Institutions
School of Communication and Business
Telkom University
Bandung, West Java

Abstract
Abstract - The new media era creates an online community that used to interact or communicate among its members through online media, especially social media. The advantages of online community widely used by business people to develop marketing communication strategies in addition to maintain brand image. The aim of this research is to investigate the role of online community in maintaining the brand image. This research used descriptive qualitative method by taking data through in-depth interviews with the management of biketoworkbandung and observation to their online members and communities. Based on the result of research revealed the role of online community in maintaining The Brand image are builder the perception, provider the communication, developer the experience

Keywords
Keywords: biketoworkbandung, brand image, online community; marketing communication; role,

Topic
Marketing Management

Link: https://ifory.id/abstract/dbNV3FLXe8KP

Corresponding Author
Maludin Panjaitan

Institutions
a) Faculty of Economics, the Methodist University of Indonesia, Jalan Hang Tuah No. 8 Medan.

Abstract
The aim of the research is to examine the effect of perceived usefulness, perceived ease of use and perceived risks on intention to use electronic-commerce (e-commerce). The research uses the Technology Acceptance Model (TAM) as the theoretical foundation. An online questionnaire has been designed to collect the data from the respondents who have purchased online via e-commerce platforms. The findings suggest that perceived usefulness, perceived ease of use and perceived risks significantly affect intention to use e-commerce.

Keywords
Perceived Usefulness; Perceived Ease of Use; Perceived Risks; Intention to Use; E-commerce

Topic
Marketing Management

Link: https://ifory.id/abstract/w7RuejBArzpX

Corresponding Author
Muhamad Al Faruq Abdullah

Institutions
Universitas MercuBuana, Faculty of Economics and Business, Jakarta-Indonesia, alfaruq1602[at]gmail.com

Abstract
This study aims to discuss the effect of purchasing decisions online in the marketplace. The object of research is a seller who has a good reputation and significant transactions in selling in Bukalapak e-commerce. The independent variables obtained from the preliminary survey results to the buyer are the perception of price, service quality, and marketing communication. This study uses SEM data analysis techniques and data processing using PLS. The population is e-commerce bukalapak customers who shop at Farqi Cellular stores, with a sample of around 162 respondents. The results of testing the data using SmartPLS 3.0 software found that the perception of price has a positive relationship and no significant effect, service quality and marketing communication have a positive relationship and have a significant effect on online purchasing decisions. With the R-square value (R2) = 0.729 shows that the ability of the independent variable (perception of price, service quality, marketing communication) in explaining the dependent variable variance (online purchase decision) is 72.9%. While the remaining 27.1% is explained by other factors outside the model.

Keywords
e-commerce, price perception, service quality, marketing communication, online purchasing decisions.

Topic
Marketing Management

Link: https://ifory.id/abstract/gcMBkjHVL4RG

Corresponding Author
Marheni Eka Saputri

Institutions
TELKOM UNIVERSITY, TELKOM UNIVERSITY; TELKOM UNIVERSITY. INSTITUT TEKNOLOGI BANDUNG;

Abstract
The development of the internet that has penetrated all aspects of human life, including economic matters, has led to the birth of e-business or e-commerce. This e-business or e-commerce was created for business transactions that utilize the internet and web, an ease for people to conduct business transactions due to less energy and shorter time required to search for items they need. These online transactions have allowed the buying and selling process to not be obstructed by distance and time. One of the factors that can affect the companys income and profits is Celebrity Endorser and Electronic Word of Mouth. Companies that have good Celebrity Endorser and Electronic Word of Mouth will increase consumers- Purchase Decision of a product. This study aims to determine the effect of Celebrity Endorser and Electronic Word of Mouth on Purchase Decision on Tokopedia customers. This research uses both quantitative and descriptive analytic methods. The data analysis technique used is multiple linear regression. The results of the study have indicated that the responses from respondents towards the Celebrity Endorser variable belong to the excellent category, the Electronic Word of Mouth variable to good category, and the variable purchase decision process to the excellent category. The conclusion of this study is that Celebrity Endorser and Electronic Word of Mouth affect the purchase decision on Tokopedia customers with a percentage of 52.6%, while the remaining 47.4% is influenced by other variables not examined in this study. Thus, it is deemed that the better the celebrity endorser and electronic word of mouth of Tokopedia, the better the purchase decision of consumers of Tokopedia. Keywords: Celebrity Endorser, Marketing, Electronic Word of Mouth dan Purchase Decision.

Keywords
E- wom, celebrity endorser, Buying Decision, Tokopedia

Topic
Marketing Management

Link: https://ifory.id/abstract/mJ6Z3twcX4je

Corresponding Author
Vanessa Gaffar

Institutions
Universitas Pendidikan Indonesia, Universitas Pendidikan Indonesia, Coventry University

a) Management Study Program, Universitas Pendidikan Indonesia
Jl. Dr. Setiabudhi No. 229, Bandung 40154, Indonesia
*vanessa[at]upi.edu
b) Entrepreneurship Study Program, Universitas Pendidikan Indonesia
Jl. Dadaha Nomor 18 Kota Tasikmalaya, Tawang Kota Tasikmalaya 46115, Indonesia
c) Centre for Business in Society, Coventry University
Jaguar Building, Gosford St, Coventry, CV1 5DL, United Kingdom

Abstract
This study aimed to analyze the implementation of Customer Relationship Management in Small Medium Enterprises in West Java Province, Indonesia. This research is a qualitative research using in-depth interview to collect data. There were 5 small enterprises participating in this study. All of them came from different fields of business, namely fashion, travel, food, sneakers and photography. Interview guidelines was set up consisting customer relationship management program that has been done in the company. This was categorized into three programs: continuity marketing, one to one marketing, and partnering program. The study showed that participants basically has implemented CRM in their businesses. They have known the basic function of CRM although they aren-t fully aware of CRM terminology. It is important for those enterprises to know and understand more of what CRM is and the benefit of implementing it so that they can perform better and create customer loyalty.

Keywords
Customer Relationship Management. Small Medium Enterprise, Loyalty

Topic
Marketing Management

Link: https://ifory.id/abstract/Yx36XqFpwgeG

Corresponding Author
Alila Pramiyanti

Institutions
Telkom University

Abstract
This study presents a review of marketing communication research. We identified topical and methodological trends of current marketing communication research through a thematic meta-analysis. We searched literature using keywords “marketing communication” from Web-of-science database which provides the Social Science Citation Index (SSCI) and Arts and Humanities Citation Index (A&HCI). The articles published from 2015-2019 is selected as this study-s dataset to meet the novelty of the research. Bibexcel program was used to explore the co-citation patterns of marketing communication research agenda. Meanwhile, VOSviewer was used to visualise the bibliometric analysis. This study-s findings provide not only an overview of current marketing communication research trends but also new insights for future research directions regarding a development model of marketing communication research.

Keywords
bibliometric, co-citation, marketing communication, research trend

Topic
Marketing Management

Link: https://ifory.id/abstract/creym9Cx7aPz

Corresponding Author
Samuel Manurung

Institutions
Faculty Of Computer Science, Universitas Methodist Indonesia, samuelvanbastenmanurung070189[at]gmail.com

Faculty Of Economics, Universitas Methodist Indonesia,jonatan.purba[at]gmail.com

Abstract
Cooperatives are legal entities based on the principle of kinship, which consists of all members of natural or legal persons for the welfare of their members. Where most people want to open a business, it has to have a lot of capital to keep the business from running or growing. Kabanjahe The majority of the population opens a shop to meet their daily needs. The existence of a savings and loan unit can help people in the Kabanjahe region to open a business to improve the economy of people in Kabanjahe. Therefore, we need a system that is very helpful in the cooperatives transaction process. The Customer Relationship Management application can support the notification process and simplify the cooperative payment process. This research can help cooperatives and cooperative members to conduct transactions and help members with notification of the funds spent and the date of the last payment.

Keywords
Aplication, Cooperative , CRM, Notifications, transactions

Topic
Marketing Management

Link: https://ifory.id/abstract/y2zYxAt3w7bZ

Corresponding Author
Dewi Noraga Lumban Batu

Institutions
Magister Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Indonesia
Jl. Salemba Raya No.4, Jakarta 10430

Abstract
Indonesia has a large population and the growth of smartphone user in recent years defines a potential market for digital products. Establishment of the internet and technology advances creates innovations in various industry that allow consumers to access product and services easily and seamlessly. As consumer behavior is changing, digital service provider develops an online platform, which can be accessed anytime and anywhere, to fulfill consumer-s needs and wants in the form of On-Demand Services application. Products or services can be easily ordered by consumers in "one-click" on the mobile application and will be delivered to the consumers immediately. By the time, On-Demand Services application provider scale up their business portfolio to high-contact services in several new categories namely housing or cleaning, laundry, repair services, health, and beauty. These new categories offer personalized services as well. This study analyzes the consumer-s intention to use On-Demand Services application by examining variables in Extended Unified Theory of Acceptance and Use of Technology (UTAUT2). Data collected from respondents were analyzed using structural equation modeling (SEM) technique. The findings of this study indicate significant positive impact caused by performance expectancy, effort expectancy, habit, and immediacy. However, consumer-s acceptance of this kind of technology is also affected by their perceived privacy as they start to concern about personal information exchanging is occurred during consumption of the services. This study found that the consumer-s intention to use On-Demand Services Application impacted by habit is weakened by their perceived privacy.

Keywords
On-Demand Services, UTAUT2, Perceived Privacy, Immediacy, Personalization, Behavioral Intention to Use

Topic
Marketing Management

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

Corresponding Author
Audi Nanda Nindita

Institutions
Faculty of Economy and Business, University Indonesia
Jl. Salemba Raya No.4, RW.5, Kenari, Kec. Senen, Kota Jakarta Pusat, Jakarta 10430

Abstract
The emergence of mobile application (App) has rapidly grown in conjunction with the impressive increase of smartphone penetration in recent years. Among numerous categories of mobile apps, mobile game had the most significant contribution in mobile apps revenue and predicted to continue to grow in the future. Earlier mobile game studies examine the role of enjoyment as a motive for continual mobile game use, a few researches combine it with social value attributes. From related studies, we adopt design attributes of the challenge, variety, novelty, and design aesthetics; playability attributes of ease of use and interactivity; and social value attributes of connectedness. Therefore, the purpose of this study is to measure their impact on enjoyment and its effect on continuance intention. The proposed model was empirically evaluated using an online survey of 227 mobile game players on action, role playing game and strategy genres. Structural equation modelling (SEM) is employed for data analysis. The results reveal that challenge, novelty, design aesthetics, perceived ease of use and interactivity give positive influence on the enjoyment. Furthermore, enjoyment and connectedness give significant influence on the continuous intention to mobile game. Both theoretical and practical implications are provided based on the findings.

Keywords
Mobile games, Enjoyment, Continued Use, Post-adoption Behaviour

Topic
Marketing Management

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

Corresponding Author
IRMA AMBARSARI

Institutions
a) Universitas Pendidikan Indonesia
Jl Dr Setiabudi no 229 Bandung 40154 Indonesia
Irma.ambarsari[at]upi.edu

b) Universitas Pendidikan Indonesia
Jl Dr Setiabudi no 229 Bandung 40154 Indonesia
henyhendrayati[at]upi.edu

Abstract
The development of private label products for products sold by retailers is increasing. This condition is an opportunity to increase sales. Retailers can reduce fixed costs with private label sales and require a strategy to encourage consumers to repurchase the product. Word of Mouth Marketing (WOMM) was used to overcome the repurchase intention problem in this study. The research objective was to determine how much influence the performance of Word of Mouth Marketing on Repurchase Intention on private label products in minimarkets. The subjects of this study were minimarket consumers who used 115 private label products. The type of research used was descriptive and verification. Explanatory survey method with cluster sampling technique, sampling calculation using iteration method with sample. Data analysis techniques using path analysis. The results in the study state that Word of Mouth Marketing has an effect on repurchase intention. The performance of Word of Mouth Marketing has a positive and significant influence on the repurchase intention of private label products.

Keywords
Word of Mouth Marketing, Repurchase Intention, Private Label, Minimarket

Topic
Marketing Management

Link: https://ifory.id/abstract/6PGdpfw7U4bv