Indonesia Conference Directory

Corresponding Author
Muhammad Iqbal

Institutions
Department of Management and Business
Universitas Padjadjaran
Bandung, Indonesia

Abstract
This study scrutinize the business strategy at State-Owned Enterprises (SOEs) in Indonesia that is affected by innovation. Formulation and implementation of SOEs business strategies are theoretically and empirically determined by innovation. The purpose of this study was to determine and analyze the effect of innovation on business strategy of SOEs. This study was conducted using a survey method with a quantitative approach.The units of analysis of this study were 64 SOEs that have applied the Criteria for Performance Excellence since 2012. Data were obtained from survey results through questionnaires distributed directly to the representative of SOEs managements. Data were analyzed using descriptive statistical analysis and SEM-PLS.The results in general reveal thatinnovation has a positive and significant effect on business strategy. The impact of this study may be continued on a discussion of excellent performance.

Keywords
business strategy, Indonesia, innovation, state owned enterprises

Topic
Marketing Management

Link: https://ifory.id/abstract/xC9XTupKrLdf

Corresponding Author
INTAN PERMANA

Institutions
Universitas Garut, Kabupaten Garut, Indonesia
intan[at]uniga.ac.id

Abstract
Technology and the internet are two things that cannot be separated in the digital age. Both become tools that can encourage various sectors, for example the economy, communication, transportation including charity activities. Considering that Indonesia is a country that has mutual cooperation principles, the kitabisa.com platform was created to facilitate the community in carrying out social activities. If previously the activity of charity is done directly, after the innovation platform for charity activities can be done online. This study aimed to determine the effect of platform innovation on the intention to make donations. The research method used to test the research hypothesis is quantitative descriptive Structural Equation Modelling (SEM). Data obtained through filling out questionnaires by 100 respondents who already have an account kitabisa.com. The results of hypothesis testing indicate that platform innovation influences the intention to make donations at a 95% confidence level. As an innovation, kitabisa.com platform has succeeded in changing peoples behavior in doing charity activity.

Keywords
Product innovation; Purchase intention

Topic
Marketing Management

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

Corresponding Author
Wenny Retno Sarie Lestari

Institutions
(a) (b). Magister of Hospital Management Brawijaya University
Veteran Street
Malang - East Java
*email: wennyretnosarilestari[at]gmail.com
(c). Hermina Tangkubanprahu Hospital
Malang - East Java

Abstract
Integrated Marketing Communications Mix is one of marketing tools used by the companies. Universal Health Coverage program will be applied in 2019 in Indonesia, which will position BPJS Health Care as the largest payer of health services in Indonesia. Outpatient service is one of the hospital services which covers a considerably large market share. Hermina Tangkubanprahu Hospital as one of the private hospital partners of BPJS Health Care shall be the ultimate selection of the patients, especially for the outpatient services. The purpose of this study is to observe the influence of the integrated communications mix towards BPJS Health Care patients- choosing decision of Outpatient Services in Hermina Tangkubanprahu Hospital both simultaneously and partially. This study used an explanatory quantitative design with a cross sectional study. The research instruments in the form of questionnaires have passed the validity and reliability test. A non-probability sampling with the purposive sampling technique was used to collect data from 96 respondents. The multiple regression analysis is applied for data analysis. This study shows a result where there is a positive influence of integrated communications mix on the choosing decision of BPJS Health Care Patients in regards of the Outpatient Services in Hermina Tangkubanprahu Hospital simultaneously. The contribution of the integrated communications mix in the decision reached as high as 53.4%. There is also a partial and significant positive influence on various variables which include online and social media marketing, mobile marketing and personal selling. The variable personal selling variable has the most dominant influence towards BPJS Health Care Patients- choosing decision of the Outpatient Services provided in Hermina Tangkubanprahu Hospital.

Keywords
integrated communication mix, choosing decision, personal selling.

Topic
Marketing Management

Link: https://ifory.id/abstract/PRet9JCmphka

Corresponding Author
USEP SUHUD

Institutions
Universitas Negeri Jakarta

Abstract
Situated in the Province of Central Java, Indonesia, Lasem has some requirements that a tourism destination deserves. However, as less popular, not many tourists who visit this small town. This research was conducted in two steps. The first stage aims to explore brand association and brand personification from Lasem. The first study involved 289 participants, most of whom had never heard of Lasem, as a city. The second stage aims to explore the motivation to visit Lasem if participants have the opportunity, and constraints to not visit Lasem. The second study involved 120 participants who, before filling out the questionnaires, they were provided with information on Lasem. Data from both studies were collected through two different online surveys. As a result, Lasem was perceived as a man between 21-25 years old, unmarried but employed, like blue and mountainous or rural areas for his holiday destination. In the second study, it was revealed that the majority of the participants were motivated to visit Lasem by external factors. These factors are attraction, accessibilities, and atmospherics.

Keywords
Lasem, brand association, brand personification, projective technique, tourism destination, travel constraint, travel motivation

Topic
Marketing Management

Link: https://ifory.id/abstract/VMeRp4PE8yAL

Corresponding Author
Erna Sofriana Imaningsih

Institutions
(a) Faculty of Economics and Business, Universitas Mercu Buana, Jl. Meruya Selatan No. 1, Kembangan, Jakarta Barat 11650, Indonesia] Tel : +62 878 8888 0903, Email: esofriana[at]gmail.com and erna.sofriana[at]mercubuana.ac.id
(b) Program Pascasarjana Ilmu Manajemen, Faculty of Economics and Business, University of Indonesia, Indonesia

Abstract
The purpose of this study is to examine the influence of egoistic values, biospheric values, green functional benefit, green monetary cost on green loyalty. This study aims to investigate consumers behaviour with respect to green brand based on the value-attitude- behavior model. The research object of this paper focuses on Indonesian consumers who have the green brand purchase experience. This study undertakes an empirical study by means that the questionnaire survey method are randomly mailed to 402 consumers who have the experience of purchasing green consumers brand. Structural equation modeling (SEM) is applied to test the research framework. The empirical results indicate that egoistic and biospheric positively affect green functional benefit and negatively affect green monetary cost. The result also support hyphotheses on effect of green functional benefit and green monetary cost on green loyalty As managerial implication, green brand marketing strategy should incorporate egoistic and biospheric values in messages in advertising and promotion to strengthen green loyalty.

Keywords
values orientation, egoistic, biospheric, green functional benefit, green monetary cost, green loyalty

Topic
Marketing Management

Link: https://ifory.id/abstract/FgEw3fpjhHBT

Corresponding Author
INTAN PERMANA

Institutions
Fakultas Kewirausahaan, Universitas Garut
Jl.Jati No.42B Tarogong Kaler, Garut

Abstract
The iGeneration refer to those who experience early exposure to technology and sophisticated gadgets. They do multitask using smartphones and browse using personal computers. This paper describes the iGeneration-s behaviors in making online purchases of major products including clothing, recreation, hobbies, travel, home furnishings, baby needs, banking products and insurance products. The samples were 200 people. The results of data analysis showed that brand and positive reviews had influence on online purchases of major products by the iGeneration at the confidence level of 95%. Therefore, it is necessary for companies to establish brand and attract positive reviews to improve sales performance.

Keywords
online purchase, brand, e-trust

Topic
Marketing Management

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

Corresponding Author
Dewi Mayangsari

Institutions
Universitas Pendidikan Indonesia

Abstract
This research aimed to analyse the influence of 5 dimensions of service qualities Tangibles, Reliability, Responsiveness, Assurance, and Empathy towards customer-s satisfaction. The research subject is a company engaged in sharia banking that has been listed in Bursa Efek Indonesia (BEI), PT Bank Panin Dubai Syariah, Tbk. The research samples were 100 customers of PT Bank Panin Dubai Syariah, Tbk throughout Indonesia. The technique of collecting research samples used simple random sampling. It was due to all customers of PT Bank Panin Dubai Syariah, Tbk had the same opportunity to become samples without any conditions. 5 hypotheses were found in this research. The research concludes that quality service which consists of tangible, reliability, responsiveness, assurance and empathy dimensions have significant influence on level of customer-s satisfaction of PT Bank Panin Dubai Syariah, Tbk.

Keywords
service quality, tangible, reliability, responsiveness, assurance, empathy, customer satisfaction

Topic
Marketing Management

Link: https://ifory.id/abstract/vxnp7XL32GTV

Corresponding Author
INTAN PERMANA

Institutions
UNIVERSITAS GARUT, KABUPATEN GARUT, INDONESIA
intan[at]uniga.ac.id

Abstract
Indonesia has four banking institutions with the status of State-Owned Enterprises namely Bank Rakyat Indonesia (BRI), Bank Negara Indonesia (BNI), Bank Tabungan Negara (BTN) dan Bank Mandiri. Facing the marketing 4.0, banks created a mobile banking service to facilitate transactions for customers. BNI mobile banking has the lowest rating of 3.6 on a scale of 5. This study aims to analyze the service marketing mix as a marketing strategy. Data obtained through observation of 100 users of BNI mobile banking service. The results of the factor analysis show that the service marketing mix dimension that has the highest influence is the product with a 95% confidence level. Furthermore, BNI needs to develop mobile banking services on an ongoing basis in accordance with customer expectations.

Keywords
MARKETING MIX, SERVICE

Topic
Marketing Management

Link: https://ifory.id/abstract/EDVRY2CdLfkc

Corresponding Author
Asri Solihat

Institutions
Universitas Garut

Abstract
Coffee Shop is a business conversation at the moment, so that the more people who set up a coffee shop business. Based on data from the Central Bureau of Statistics of Garut (BPS), the level of coffee consumption of the Indonesian people from 2015 to 2019 is projected to increase by 1.79 kg / capita / year. An increase in the amount of coffee consumption and a shift in peoples lifestyles makes coffee drinking as part of their necessities of life, creating opportunities for culinary business people to develop coffee shop businesses or in modern terms is a coffee shop. For the millennial generation, there are several things that make them last a long time to stay in a coffee shop. This research was conducted at two coffee shops in the city of Garut. The purpose of this study is to determine marketing strategies based on consumer behavior in both coffee shops. The survey was conducted by interviewing several visitors in both coffee shops. The results showed that not all coffee shop visitors understand and like the diversity of coffee flavors, but visitors go to the Coffee Shop because the Coffee Shop is a contemporary hangout that provides a relaxing atmosphere for visitors. The marketing strategy that must be carried out by the Coffee Shop businessmen to be able to continue to survive and increase their turnover is by using the product, price, place and promotion strategies.

Keywords
Coffee Shop, Marketing Strategy, Consumer Behavior

Topic
Marketing Management

Link: https://ifory.id/abstract/63RmA4geVZUD

Corresponding Author
Cynthia Setiawan

Institutions
Marketing Management, PPM School of Management, Jakarta, Indonesia
esthercynthia.s[at]gmail.com
Marketing Management, PPM School of Management, Jakarta, Indonesia
pritaasianna[at]gmail.com
Marketing Management, PPM School of Management, Jakarta, Indonesia
kurniapepey[at]gmail.com

Abstract
1. Introduction and Research Problem As the core business of PT Hasianna Logistics, sales growth in cargo shipping services is not in line with the growth of the logistics industry. Recorded from 2014-2018 sales figures generated are still likely to fluctuate. The companys performance is also considered far from the companys target. The company also has not carried out any strategy or promotion. Based on interview, PT Hasianna Logistics has problems in several aspects of the marketing mix, such as: price, promotion, people, process and place. Another objective to be achieved is the company want to improve sales performance to achieve the target. Marketing strategies can be an alternative to increase sales and company performance. In addition through the marketing strategy, companies can review the marketing mix on the services offered. 2. Methods This research conducted using a theory marketing strategy from Best (2014). The research begins by analysed the situation which includes current performance, market share, competitive position & value, market demand, competition & industry as well as customer needs. In competition & industry, it is carried out by using Porter 5 Forces analysis. The next step is analysis the portfolio matrix by looking at market attractiveness and competitive positions. The portfolio matrix is a reference in designing a strategic market plan. The strategic market plan will be influenced by SWOT analysis and vision mission of the company. The strategic market plan will describe the strategies that are influenced by the objectives that have been determined. STP design (Segmenting, Targeting, Positioning) and marketing mix (7P Product, Price, Place, Promotion, Process, Physical Environment, People) will be do after choosing strategic market plan and followed by a performance plan. The performance plan will explain the revenue plan, marketing and sales budget, marketing ROI, marketing profit plan and marketing plan budget. 3. Result and Findings The appropriate strategic market plan that will do is offensive strategy. The company chose core strategy I and core strategy II which included invest to grow and improve competitive position. The core strategy I is to increase market share and enter the new segment. The aim is to increase sales volume in accordance with established objectives. In core strategy II, company can increase customer loyalty or retention of purchases, reduce costs and carry out marketing activities. Based on interview with the Director of Operations, the number of corporate customers had reached 200 companies. But so far, purchasing retention tends to be low. In addition to the quality offered tends to be similar, price is a major factor for customers in choosing a cargo provider service company. Emphasis on cost becomes important for companies to be able to continue to compete in the industry. Other strategic activities that can be carried out by companies are to carry out marketing

Keywords
Marketing strategy, strategic market planning, offensive strategy, PT. Hasianna Logistics, cargo delivery services

Topic
Marketing Management

Link: https://ifory.id/abstract/BGt2hEFzHAaj

Corresponding Author
Dilla Naufilla Nisrina

Institutions
a) Sekolah Pascasarjana, Universitas Pendidikan Indonesia
Jalan DR. Setiabudi no.229 Bandung 40154, Jawa Barat, Indonesia
*dnaufilla[at]upi.edu
b) Sekolah Pascasarjana, Universitas Pendidikan Indonesia
Jalan DR. Setiabudi no.229 Bandung 40154, Jawa Barat, Indonesia

Abstract
Media and message advertising are two important factors in attracting consumers interest in purchasing a product. Sprite as one of the soft drink products from PT. Coca-Cola Amatil which has long been known in Indonesia. This study aims to determine the effect of media and advertising messages on Sprite product towards customer purchasing decisions in Bandung. In this study, the measured dimensions of the media variables are reach & frequency and time, while dimensions of content, format and source are used to measure advertising message variables. To measure purchasing decision variables, two dimensions are used, namely Evaluation of Alternatives and Purchase Decision. In this study, the number of samples used was 100 respondents using random sampling techniques. The tool used to obtain data in this study was an offline questionnaire that was distributed to Sprite ad audience in Bandung. This type of research is explanatory descriptive with quantitative method. Then data analysis was conducted with the obtained data using Kendall and Spearmans correlation analysis. The results of this study indicates that advertising media and advertising messages variables have influences on purchasing decisions.

Keywords
media, messages, advertising, purchasing decision, soft drink, Sprite

Topic
Marketing Management

Link: https://ifory.id/abstract/JCMeqrcu4wHA

Corresponding Author
Ery Primaskara

Institutions
a) School of Postgraduate, Universitas Pendidikan Indonesia, Dr Setiabudi Street No 229, Bandung 40154
*primaskara29[at]gmail.com
b) Entrepreneurship study program, Universitas Pendidikan Indonesia, Dr Setiabudi Street No 229, Bandung 40154

Abstract
This study aims to find out the effect of e-servicescape on e-trust on Shopee website. This study is a desctiptive quantitive involving 100 the Shopee users who live in Bandung and had accessed the website as the sample. The data were collected using an online questionnaire. The data were analyzed by simple regression where the variable (x) is the e-servicescape and variable (y) is the e-trust. The data obtained were analyzed using SPSS 20.0 software. The results of this study show the e-servicescape has a positive and partially gives significant effect on the e-trust in Shopee Website. The R Square about 44,1% % shows the influence of the free variable (eservicescape) on the dependent variable (e-trust) meanwhile about 55,9% influenced and explained by other factors not examined in this study.

Keywords
e-servicescape, e-trust

Topic
Marketing Management

Link: https://ifory.id/abstract/34aGbmyUDHcN

Corresponding Author
Tika Koeswandi

Institutions
a) Entrepreneurship Study Program, Universitas Pendidikan Indonesia, DR. Setiabudi Street No.229, Bandung 40154, Indonesia
*tikakoeswandi[at]upi,edu

b)Entrepreneurship Study Program, Universitas Pendidikan Indonesia, DR. Setiabudi Street No.229, Bandung 40154, Indonesia

c)Entrepreneurship Study Program, Universitas Pendidikan Indonesia, DR. Setiabudi Street No.229, Bandung 40154, Indonesia

Abstract
This study aims to determine the effect of servicescape of Tasik Halal Culinary Festival on the image of Tasikmalaya City. This research is a descriptive quantitative study involving the visitors of the Tasik Halal Culinary Festival as the respondents. The data was collected through interviews, observations, questionnaires and literature studies. The data were analyzed by simple regression where the variable (x) is servicescape and variable (y) is the image of the City of Tasikmalaya. The data obtained were analyzed using SPSS 20.0 software. The results of this study show t-count 8.644> ttable 1.665 with sig. equal to 0,000 which means that the variable of servicescape has a positive and partially gives significant effect on the image of the City of Tasikmalaya. The R Square number of 43.2% shows the influence of the free variable (servicescape) on the dependent variable (the image of Kita Tasikmalaya). This implies that the more representative the concept of halal servicescape in a culinary festival, the better the image of the city will be built.

Keywords
Servicescape, City Image, Halal Culinary

Topic
Marketing Management

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

Corresponding Author
Hananto Agung Baskoro

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

Abstract
This study aims to identify the factors influencing consumer behavioural of mobile payment features (QR Code payment) intention in Indonesia. We proposed a conceptual framework based on technology acceptance model (TAM) consist of three technology factors (perceived usefulness, perceived ease of use, and trust); one social context factor (social influence); and two individual user characteristics (perceived enjoyment and perceived behavioral control). The proposed research framework was empirically tested by data collected from 195 potential QR Code payment service users, through an online survey. Data were analyzed using structural equation modeling (SEM) technique. The result shows a particularly significant positive impact of QR Code payment on perceived usefulness, social influence, perceived enjoyment, and perceived behavioral control. However, trust and perceived ease of use has an insignificant impact on QR Code payment intention. Findings of the study have important theoretical and practical implications, particularly to understand important user-centric factors affecting QR Code payment consumer intention.

Keywords
Mobile Payment; QR Code Payment; TAM; Customer Acceptance

Topic
Marketing Management

Link: https://ifory.id/abstract/UbRQNq4WThjd

Corresponding Author
Muhammad Amin

Institutions
School of Postgraduate Studies, Universitas Pendidikan Indonesian, Bandung

Abstract
This study aims to analyze behavioral variables, Behavior intention to use online shopping (X1), Perceive behavioral control using online shopping (X2), Attitudes toward behavior online shopping (X3), perceived ease of using online shopping applications (X4) and Perceive usefullness online shopping (X5) as a predictor of the use of online shopping and correlation between variables. Based on the testing of multiple linear regression, the results showed that the dependent variable behavior intention to use online shopping, perceive behavior control using online shopping behavior, attitudes toward the use of online shopping, perceived ease of using online shopping applications and the perception of the benefits of using online shopping could be predictors of actual system use online shopping. Based on the results of the validity test with the Pearson correlation method, the results show that there is a relationship between each variable

Keywords
Online Shopping, Perceive Behavior Control, Perceive Ease of Use, Perceive Usefullness, Attitudes Toward Behavior, Behavior Intention, Actual System Use, Regression and Correlation

Topic
Marketing Management

Link: https://ifory.id/abstract/mMqYHJr7EuBF

Corresponding Author
Sari Hepy Maharani

Institutions
Banjarmasin State Polytechnic (Politeknik Negeri Banjarmasin)

Abstract
A successful tourist destination must offer an integrated component of the tourism system and competitive destinations. Today, the destination finally competes on the quality of the tourist experience offered to visitors. This study aims to measure the influence of the experience and involvement of tourists on the perceived competitiveness of destinations. The survey was conducted on 200 tourists who visited Siring Banjarmasin on weekends. The results of the analysis using Structural Equation Modeling show that because most Siring Banjarmasin tourists are local people, the stages in the quality of experience and tourism involvement do not have a significant effect on the perceived competitiveness of destinations.

Keywords
Quality of Tourist Experienced, Perceived Destination Competitiveness, Involvement

Topic
Marketing Management

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

Corresponding Author
Dienur Muhammad Rahadian Fachrulamry

Institutions
a) Sekolah Pascasarjana, Universitas Pendidikan Indonesia
Jl. DR. Setiabudi No.229, Isola, Kec. Sukasari, Kota Bandung, Jawa Barat 40154, Indonesia
*dienur.muhammad[at]gmail.com
b) Sekolah Pascasarjana, Universitas Pendidikan Indonesia Jl. DR. Setiabudi No.229, Isola, Kec. Sukasari, Kota Bandung, Jawa Barat 40154, Indonesia

Abstract
The use of mobile commerce applications by consumers in the process of online buying and selling activities in Indonesia is still low, this happens because of a lack of interest in using mobile commerce applications. Therefore, this study was conducted to obtain an overview of the effect of perceived ease of use simultaneously or partially on the interest in using mobile commerce in Indonesia. The method used in this study is an explanatory survey with the object of e-commerce consumer research in Indonesia with a sample size (n) of 400. The sampling technique used was the simple random sampling and the result showed that perceived ease of use had an effect on interest in the using the mobile commerce applications. The results of the study show that Indonesian e-commerce consumers consider the importance of perceived ease of use before using mobile commerce applications, because it is related to consumer behavior about how individuals wish to use a system that provides convenience.

Keywords
behavior intention, e-commerce, m-commerce, m-commerce application, perceived ease of use

Topic
Marketing Management

Link: https://ifory.id/abstract/K8XvWhctpq4r

Corresponding Author
Hasan Fahmi Kusnandar

Institutions
a,b)* Polytechnic of Triguna, Tasikmalaya, Indonesia

Abstract
Poverty must be addressed because it is the governments commitment stated in the development goals of the millennium sustainable (SDGS) that must be achieved by 2025. Banjar city as a new autonomous region in the Province of West Java, which was formed not in spite of the problems of Poverty. The purpose of this study was to determine and analyze the poverty reduction strategy through the strengthening of competitiveness, business mentoring and marketing strategies Micro, Small and Medium-sized businesses in the City of Banjar. Data collection is done by questionnaires and literature study. The study sample of 751 small businesses in the City of Banjar taken in the census. The results of the research found that the partial alleviation of poverty can be achieved by strengthening competitiveness, with business mentoring as well as marketing strategy. The simultaneous strengthening of the competitiveness, business mentoring and penarapan strategy marketing can be used as a poverty reduction strategy. To strengthen the competitiveness of SMES required assistance to the owners of SMES can determine the marketing strategy in accordance with the products it produces. The marketing strategy has a very important role for the success of the companys business in general and marketing in particular so that poverty can be reduced

Keywords
Poverty, Competitiveness, Mentoring, Marketing

Topic
Marketing Management

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

Corresponding Author
Rahyuniati Setiawan

Institutions
Universitas Garut (a*), Universitas Garut (b), Universitas Garut (c), Universitas Garut (d)
rahyu[at]uniga.ac.id(*)

Abstract
The purpose of this study is to examine how prices and service quality affect consumer purchase decision in online transportation services. To achieve this purpose, this study was conducted using descriptive and verification approach. Data were collected through questionnaires addressed to 96 users of ride-hailing application Go-Jek selected as the respondents using accidental sampling. Data analysis was performed using multiple regression. The results revealed that prices and service quality had influence on consumer purchase decision. It is; therefore, necessary for online translation companies to improve their service quality and set appropriate prices to improve their sales performance.

Keywords
Keyword: price, service quality, purchase decision.

Topic
Marketing Management

Link: https://ifory.id/abstract/JDjLE6pk8gVH

Corresponding Author
Annisa Tulus Warasanti

Institutions
Institut Teknologi Bandung

Abstract
Marketing strategy is an important process in the business to generate value and gain profitable relationships for customers. Some of the tools that guide to the marketing strategy are marketing mix and AIDA model. Marketing mix helps the business to engage customers; satisfy customer needs, and build customer relationships (Kotler and Amstrong 2016). AIDA model is a marketing theory in a world of advertising that is based on the perception of customer (Hadiyanti 2016). The aim of this paper is to propose marketing strategy to increase customer purchase intent for cluster house residence that ends to an increase of sales. The objective study of this research is a cluster house residence of Bukit Parama Regency. The research uses the analysis of marketing mix and AIDA model. The marketing mix covered in this study includes product, price, place, and promotion. The AIDA model in this study covers customer journey include attention, interest, desire, and action.

Keywords
marketing strategy, marketing mix, AIDA, cluster house residence

Topic
Marketing Management

Link: https://ifory.id/abstract/TLDAKCe9Rjhr

Corresponding Author
MUJI RAHAYU

Institutions
STIE STAN INDONESIA MANDIRI BANDUNG

Abstract
Abstract This research tests impact product quality and brand image on purchasing decision with purchasing intention as a mediating variable. Population are visitors of Kantor Wuling Cabang Suci Bandung (Wuling Suci Bandung Branch Office) Sample are 152 visitors who decided by slovin equation. The data was collected by survey with questionaire method. This research uses regression and path analysis method to analysis impact product quality and brand image on purchasing intention simultanty and partially, Impact purchasing intention on purchasing decision. The result of this research are product quality effects purchasing intention partially, brand image effects purchasing intention partially, product quality and brand image effect purchasing intention simultanty, purchasing intention effects purchasing decision.

Keywords
Product Quality. Brand Image, Purchasing Intention, Purchasing Decision

Topic
Marketing Management

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

Corresponding Author
Dwi Fitrizal Salim

Institutions
Universitas Pendidikan Indonesia

Abstract
ABSTRACT: Todays era of globalization must change from traditional marketing to marketing relationships, by maintaining good relationships with customers so that customers will be loyal to the products/services that have been made. Many studies that discuss relationship marketing in Business to Business B2B, Zimmerman, and Blythe (2013) are the most important factors in B2B relationships and success is to maintain relationships with customers on an ongoing basis so as to create loyalty with customers, (Ross, Caning, and Mcdowell, 2004). Customers from B2B consider in terms of efficiency and relatively cheaper prices from suppliers of products or services. Doma (2013) maintains a harmonious relationship, and service quality between suppliers and consumers. B2B is the power of the company to business partners is power. Jain et al (2014), Martadisatra (2017), Setyawan (2014). This study took a sample of B2B customers at the company PT. Telekomunikasi Indonesia which has Indihome product services. The sample will be collected through 100 respondents and will be tested by simple regression. the results of the discussion of the study entitled Relationship Marketing Against Commodity Indihome Loyalty which has the result that there is a significant effect of Relationship Marketing on B2B indihome consumer loyalty by R Square 55%, indicating that loyalty affects 55% of Indihome B2B consumer loyalty. This study also conducts t test and has the results of the value of t count of 11.065> T table 1.984, this shows that the variable X relationship marketing has an influence on the Y Loyalty variable. The significance level owned is 0.00 <0.05 significant value which means that the X relationship variable marketing has a significant effect on Y Loyalty variables.

Keywords
Keywords: Business to Business (B2B), and marketing relationships

Topic
Marketing Management

Link: https://ifory.id/abstract/cPC6RzBdwT9E

Corresponding Author
Muhammad Meki Munawar

Institutions
a). Student of Management Doctoral Program, Universitas Pendidikan Indonesia
*meki.munawar[at]gmail.com
b). Management Doctoral Program, Universitas Pendidikan Indonesia
c). Business Management, Politeknik Pos Indonesia

Abstract
The main objective of this study is to determine the tourists- intention to revisit Bandung and subsequently examine the various predictors including food image, destination image, towards their visit satisfaction. The focus of this research is tourism in the Bandung city, with a sample of 200 tourists who have the intention revisiting Bandung. The sample technique used Convenient Sampling. Data collection is done through the questionnaire method and statistical analysis method used in this research is using Structural Equation Modeling (SEM) to analyze and elaborate all observed variables. The results of this research showed that the food image and destination image have a significant positive influence on tourist satisfaction and revisit intention. The destination image also showed a positive significant effect on tourist satisfaction but showed have not significant effect on revisit intention. Tourist satisfaction has a positive significant influence on revisit intention.

Keywords
food image, destination image, tourist satisfaction and revisit intention

Topic
Marketing Management

Link: https://ifory.id/abstract/JB6zaZnvHcfe

Corresponding Author
Adi Nurmahdi

Institutions
Universitas Mercu Buana

Abstract
SATISFACTION MODEL IN INLAND TRANSPORTATION PROVISION FOR AN AIRPOT, THE CASE OF SOEKARNO HATTA INTERNATIONAL AIRPORT, JAKARTA Adi Nurmahdi Universitas Mercu Buana adi.nurmahdi@mercubuana.ac.id PROCEEDING To support tourism sector in Indonesia reliable high quality mobilities provision has been playing more important roles for the sake of the domestic customers as well as the tourists form overseas, as many as 67 millions people trvelling through the main gate of Indonesia at the end of 2018. While the conventional bus services serving to and from Soekarno Hatta Airport is predominantly occupied by state-owned conventional Damri shuttle bus, nowadays intense competition namely by taxi both online and non-online has caused severe competition among the inland transportation operators. With the objective, among other, to find out satisfaction level among passengers while travelling to and from the airport, this study was carried out to focus on objective to find out factors which have affected customers satisfaction in using inland transport. Some operators can serve better services than the others, differentiating in quality services has been one of their motions, though price matters and reflects truly the quality. Damri has been threatened by the existence of the online taxi competitors apart from conventional taxi services such as Blue Bird which now also introduced online booking to its fleets and Express taxi. The opening of airport railway services by the Government since August 2017 can also endanger Damri-s leadership position at the route. The phenomenal Gojek which also offers Go-Car, and Grab have played important roles in Damri-s dominance. Operators were worried that the advancement of online taxis could make intense rivalry among themselves. To combat the market Damri also has started selling its tickets online though it is in introductory stage in its life cycle. Survival of the thick market for inland transport providers are the industry-s main concern, while the Indonesian economy is prospering despite supporting infrastructure to the airport is limited, it is predicted that the demand for the inland transport would keep growing. Thus, research on customer information on insight to satisfaction is needed by many operators. Practical and exploratory research by conducting interviews through surveys which measures customers- perception and focus on overall service quality applied in this research. A non-probability, purposive sampling, with total of 185 inland transport customers who regularly use the inland transportation modes, at least once a month over the last six months withdrawn. Importance Performance Analysis (IPA) analysis which measures the relationship between customer perception and priority on increasing product or service quality compared to their expected satisfaction measured, with analysis using SPSS 26. IPA combines the measurements of importance (degree of care) and performance (degree of satisfaction) in two dimensions which enable easy interpretation. It was found that CSI index scored 70.05 which means customers were moderately satisfied. This research concluded that even CSI result was fairly achieved and at satisfactory level, to be able to sustain market existence and moreover dominance operators must maintain at least 80 CSI index, high satisfaction point index, thus formulating new strategies and tactical strategies needed. Among the major tasks for the operators have been to be able to increase reliability and responsiveness rates of personnel, apart from upgrading the physical look and condition of the fleets. Regular customer excellence trainings needed to boost the customer index since personnel plays important key in services, while keeping up with the digital invention and implementing it in their srvices also immensely important, such as by providing WiFi fleets, and easy access to booking and canceling. Other staretgy included offering differentiated products with more attractive incentives to customers such as existence of loyalty programs and points reward are most desired, apart operational mode enhancement whereby all fleets would become more advance with reliable personnel and ability in delivering high quality services, and punctuality would be the keys to be able to triumph in the market. Key words: ServQual, CSI (Customer Satisfaction Index), Inland airport transportation References: Aritonang, L. R., 2005. Kepuasan Pelanggan: Pengukuran dan Penganalisaan dengan SPSS. Jakarta: PT Gramedia Pustaka Utama. Avianto, Mohamad, 2001, Pengukuran Kualitas Layanan Angkutan Udara Rute Bandung-Surabaya, Tesis Magister Program Studi Transportasi ITB, Bandung. Engel, J.F., Blackwell, R.D., and Miniard, P.W. 2016. Consumer Behavior, Chicago: The Dryden Press, Horcout Brace College Publisher. Feng, C.M. & Jeng, K.Y., 2005, Analyzing Airline Service Improvement Strategy through Importance and Performance Analysis, Journal of The Eastern Asia Society for Tansportation Studies, 6, 782-787. Juran J.M, 1998, Jurans Quality Handbook: 5th, McGraw-Hill. Kotler, P. 1998. Manajemen Pemasaran: Analisis, Perencanaan, Implementasi, dan Kontrol. Alih Bahasa: Hendra Teguh dan Ronny A. Rusli. Jakarta: PT Prenhallindo. Kotler, P., Ang, S. H., Leong, S. M., dan Tan, C. T. 1999. Manajemen Pemasaran Perspektif Asia.Buku 1 Alih Bahasa:Fandy Tjiptono. Jogyakarta: Andi. Martilla, J.A and James J. C, 1997, Importance-Performance Analysis, Journal of Marketing, Vol. 41, No.1, pp. 77-79. Parasuraman, A. V., Zeithaml, A., dan Berry, L. L., 1995. A Conceptual Model of Service Quality and Its Implications for Future Research, Journal of Marketing: 41-50 Pawitra, T. 2003. Pemasaran, Dimensi Falsafah, Disiplin dan Keahlian. Jakarta: Sekolah Tinggi Manajemen Prasetya Mulya. Yuliawati, Eny, 2003, Analisa Kualitas Layanan Jasa Penerbangan Dengan Pendekatan Model GAP, Tesis Magister Program Studi Transportasi ITB, Bandung. Ziethaml, Valery A., Parasuraman, A., Berry, Leonard L., 1990, Delivering Quality Service, Macmillan Publishing Co, New York. Ziethaml, Valery A., Bitner, Mary Jo, 1996, Service Marketing, McGraw Hill International Edition, New York. Zeithaml, V. A., Parasuraman, A., dan Berry, L. 1990. Delevering Quality Service Balancing Costumer Perception and Expectation. New York: The Free Press.

Keywords
ServQual, CSI (Customer Satisfaction Index), Inland airport transportation.

Topic
Marketing Management

Link: https://ifory.id/abstract/9nGtCbkgJ7VE

Corresponding Author
Angga Dewi Anggraeni

Institutions
Universitas Pendidikan Indonesia (a*), Universitas Pendidikan Indonesia (b), Universitas Pendidikan Indonesia (c)

Abstract
The growth of universities in Indonesia, especially in Bandung, impacts on the high level of competition, both state and private universities, particularly in obtaining prospective students. Some colleges which do not have adequate competitiveness will feel the impact of this competition in the form of a lack of number of registering students. This issue occurs at the Politeknik Pos Indonesia.

The purpose of this study is to describe and measure the influence of School Fees in Choosing University. The method used is descriptive and verification in which respondents were determined using Slovin formula resulted in 266 students, and data analysis was done using regression analysis to test the hypothesis. Based on the results of the partial regression analysis, there was a positive and significant effect of: (1) school fees to the decision to continue the study, the influence that occurred was a strong influence; (2) simultaneous school fees affected the decision to continue the study, hence, its influence was considered powerful

Keywords
School Fees, Students, university choise, Indonesia, determinant factor

Topic
Marketing Management

Link: https://ifory.id/abstract/yYmh3zGUcPex

Corresponding Author
SWAROOP SIMHA

Institutions
JSS - Centre for Management Studies, Campus, SJCE, JSS Science and Technology University,
Mysore - 570006. Karnataka, India.

Abstract
SENSUALITY IN MARKETING – STUDY OF SENSORY MARKETING STRATEGIES IN RETAILING BUSINESS. 1. Introduction and research problem Every day the consumer is exposed to a gamut of sensory triggers which works subconsciously in stimulating and influencing consumers buying behavior. Also, these sensory triggers may result in consumers self-generation of (desirable) brand attributes, rather than those verbally provided by the advertiser. The understanding of these sensory triggers implies an understanding of sensation and perception as it applies to consumer behavior—this is the research perspective of sensory marketing. “Sensory marketing” has been defined as “marketing that engages the consumers senses and affects their perception, judgment and behavior.” From a managerial perspective, sensory marketing can be used to create subconscious triggers that characterize consumer perceptions of abstract notions of the product (e.g., its sophistication or quality). Purpose of the study: Is to explore and study at the retail level, the effectiveness of mental simulation and mental imagery evoked by ad visuals enhancing ad effectiveness, Multi-sensory stimulation in ad copy enhancing actual taste perceptions. Touch, actual or imagined, or increasing consumer product evaluations. Smell enhancing memory for product descriptions and thereby affecting product evaluations, and finally music in retail stores affecting attention and effective consumer persuasiveness. Objective: The study discusses the role of sensory marketing in driving promotional communication and retail scope effectiveness for different category of products and service brands. 2. Methods The Research paper will be based on qualitative research, Observation, and followed by a small scale Quantitative survey to collect first hand data to throw light on the role of sensory marketing effectiveness in retail outlets. Study conducted in Mysore retail outlets of different category of products and services. 3. Results and findings Findings – The paper reports an empirical review by the researcher based on literature available and applying both Quantitative research method and Qualitative research for data collection and analysis to give insights as to how Sensory marketing finds important applications to strategic brand management at the retail level. The outcome of these research findings will help Marketers understand the following:- • Understand and predict consumers- buyer behaviour and preferences • Design the right sensory mix (colour, shape, taste, smell, texture, and sound) for each product • Fine-tune their positioning and product range for every local market • Systematically increase their innovation hit rate. 4. Conclusions, implications and significance It is quite apparent from the preliminary literature review conducted, that there still remains tremendous need for research within the domain of sensory marketing—and this research ca

Keywords
Sensory Marketing, Senses, perceptions, buying Behavior, retail scape, strategies, brand management.

Topic
Marketing Management

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

Corresponding Author
Reshy Gavi

Institutions
Widyarso Roswinanto, Jakarta, Indonesia
wid[at]ppm-management.ac.id

Abstract
This study focuses on the Seven Dream Syariah Hotel in Jember which is engaged in hotel services. The Seven Dream Syariah Jember Hotel wants to increase sales which are still volatile and experience a significant decline in 2018. In addition to the problem of sales decline, the Seven Dream Syariah Jember Hotel does not yet have the right marketing strategy and can be a guideline and strategy in conducting its business. The author does research in the form of marketing strategies that can be done by the Seven Dream Syariah Hotel in Jember in increasing sales in the 2020-2022 period. The marketing strategy compilation also includes determining the target market, positioning, and creating a marketing program (7P) that can be carried out by the Seven Dream Syariah Hotel in Jember. The initial step taken to establish a marketing strategy is to look at the external environmental conditions in the micro industry of hospitality services, to see the extent to which issues and phenomena that occur affect the development of the hospitality service industry. Analyzing consumer behavior with consumer decision making process and awareness. Analyzing the existing marketing strategy and the existing brand image of the company and competitors. The results of the analysis of the external environment and awareness are used to determine marketing objectives as a reference in preparing marketing strategies. Point of difference and point of parity are obtained from the analysis of consumer decision making processes and existing marketing strategies from both companies and competitors. Brand image (decision) is obtained from the analysis of brand awareness from the side of consumers, companies and competitors, so that marketing strategies and marketing programs will be obtained. Marketing Objectives of the Seven Dream Syariah Jember Hotel include increasing brand awareness and determining the right target market. Segmenting and targeting are obtained from the analysis of the consumer decision making process and the existing marketing strategy. Positioning is obtained from the results of point of difference and point of parity analysis. In this study also includes marketing program plans (7P). The marketing program plan will explain the plan to implement the marketing mix (7P) that has been prepared, the marketing budget to carry out the specified marketing activities, and the timeline of marketing activities for the period 2020-2022.

Keywords
Marketing Objectives, Marketing Strategy, Marketing Program, Seven Dream Syariah Jember Hotel, Hospitality Industry

Topic
Marketing Management

Link: https://ifory.id/abstract/eUcGjNA3gVfR

Corresponding Author
Ira Dwi Mayangsari

Institutions
1,2Telkom University, Bandung, Indonesia
3 Sekolah Tinggi Ilmu Ekonomi Pandu Madania, Bogor, Indonesia

Abstract
Instagram promotion can influence consumers- emotion in their process of deciding to buy a product of the brand. For social enterprises (SEs), sharing their social value to consumers not only for selling their product but also building emotional bounding. This paper aims to construct SEs visualization of their social value in their Instagram through a content analysis of visual information (pictures) and textual information (caption and hashtags). This work principally focuses on digital photography theory and persuasive communication on ten selected posting with highest responds from followers from three SEs. The result of this study indicates composition and filter as photography technic that mainly used in the Instagram posting while commitment, liking and social proof are the most common used in in persuasive technic.

Keywords
Social enterprise, social value, instagram

Topic
Marketing Management

Link: https://ifory.id/abstract/6AqJx4UBtckb

Corresponding Author
Citra Auliyaputri Wallad

Institutions
Female Daily Network, Jakarta, Indonesia
Sekolah Tinggi Manajemen, Jakarta, Indonesia

Abstract
Online community business has been growing rapidly worldwide, including Indonesia. The users and businesses that employs internet as main resources keeps increasing and strat changing the behavior of consumers. It is important for business and organizations to tap the customers in digital ways by building close relationships and develop loyal online communities. Strategic Customer Relationship Management (CRM) refers to an approach or business systems designed to manage interactions with current and potential customers. One of the most important aims of CRM is to maximize the value of each company-s interactions with customers and drive superior corporate performance (Buttle, 2009). Another important and practical aim is to help companies develop relationships with customers and increase customer loyalty. This study aims to formulate a customer relationship management (CRM) strategy, with the customer lifecycle model as the outcome, that is expected to be a tool to achieve its vision and mission in raising the market and empowering consumers. The approach used in this research is Buttles CRM Value Chain Model which becomes the main framework of research in formulating strategic CRM. The object of the study is Female Daily, the largest women online community in Indonesia with over 465,000 members. CRM strategy and the detailed customer life cycle management programs are then developed for Female Daily.

Keywords
Customer Lifecycle, Customer Relationship Management (CRM), Online Business, Online Community

Topic
Marketing Management

Link: https://ifory.id/abstract/94CXYAk3G6tN

Corresponding Author
Fatimah Abdillah

Institutions
1Sekolah Tinggi Ilmu Ekonomi Pandu Madania, Bogor, Indonesia
2Universitas Riau, Indonesia
3Telkom University, Bandung, Indonesia

Abstract
Competition is a big challenge for small and medium enterprises in Indonesia, including Heejou enterprise. Green products through creating strong and durable bags become the main purpose of the Heejou brand. The appropriate marketing strategy is an important part to support enterprises compete and survive in the market. This descriptive study aims to provide realistic details of the performance from small businesses with green products using SWOT analysis, internal and external factors, and QSPM analysis to show quantitatively. The results of this study indicate that the Heejou brand has the best opportunity to develop better by maintaining business membership under the industry and trade government services. Furthermore, Heejous ability to produce affordable products and good cooperation with distributors has the same contribution power for Heejou growth. The main threat comes from the availability and price of raw materials that impact on prices and the existence of low prices competing for products with attractive design. The maintaining of quality pictures for promotional needs is a strength and the low target markets interest in the price of Heejou products is a weakness. Heejous marketing strategy consists of continuing a good relationship with distributors, intensive promotions, increase the number of branches, sponsorships, and special event promotions.

Keywords
Green product, Small Enterprise, SWOT Analysis, Marketing Strategy

Topic
Marketing Management

Link: https://ifory.id/abstract/NQbCW6kBDG3t