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121	ABS-241	Innovation, IT, Operations and Supply Chain Management
Start Up Industry Growth: Value Added of Technology Incubator to Strengthen Future Global Competitiveness V. Susirani kusumaputri Center for Innovation LIPI Abstract Indonesia is now part of a globalized economy. Innovation has nominated as the driver of economic growth. The technology transfer has become a very effective way to disseminate innovation in order to boost economic growth globally. Technology Transfer Office (TTO) conducts technology transfer from research results of to start up company. As the TTO of Indonesia Institute of Sciences (LIPI), Center for Innovation also plays a role in making technology incubation. Technology incubators have an important role to be able to develop and move the Indonesian economy by intensifying and commercialize the technology. In 2017, there are several inventions adopted by the discovery of a strategic partner which are start up companies that became tenants at the Center for Innovation to get assistance. However, the role played by incubator to contribute in evolving business of start ups in LIPI and global competitiveness has not been evaluated. This study will present empirical data and map out the contributions of the incubator to tenants, focusing on value added to business sustainability aspects. The method used in this study is a qualitative descriptive, through information searching related to the topics from written source. Moreover, surveys and on site interviews were conducted with the start up companies. Thus, it can be concluded that the technology incubator does contribute and to the growth and survival of their start up companies making it a viable system for nurturing start up company to live up to their full economic potential. Furthermore, the services provided by the technology incubators were adding value to start ups in order to strengthen global competitiveness. Keywords: innovation, technology transfer office, incubator, tenant, start up, value added PermaLink | Plain Format | Corresponding Author (V. Susirani Kusumaputri)

122	ABS-246	Innovation, IT, Operations and Supply Chain Management
The Role of Supply Chain Management in the System of Kintamani Coffee Production in District Bangli, Bali I Made Kartika1, I Made Adi Suwandana2 ,LuhPutu Virra Indah Perdanawati3 Economy Faculty of NgurahRai University Denpasar Abstract The aims of this research to determine the best supply chain model of Kintamani Coffee were analyzed qualitatively. The sources of data taken from; observation field documentation and interview with farmers, relevant agencies from the office and private agencies as partners. The results of field observations and documentations that efforts to supply Kintamani coffee commodity supply chain can be better done by exploring the potential and opportunity to position itself more strategically and more dynamically in the global value chain through increasing product value processing of raw seeds downstream and increasing the value through a more efficient process. In addition, it also provided training on post-harvest processing coffee beans to farmers by a private partner in order to sell coffee at the level of farmers can better compete, produce reached 2,500 tons and it is expected to enhance the brand of coffee in Kintamani to local, national and international level. Keywords: Supply Chain, Kintamani Coffee, Partnership PermaLink | Plain Format | Corresponding Author (I Made Kartika)

123	ABS-3	Marketing Management
MODEL OF CUSTOMER RELATIONSHIP MANAGEMENT (CRM) IN BANKING Agus Mulyana , Ratih Hurriyati, Disman, Lili Adiwibowo Universitas Pendidikan Indonesia Abstract The purpose of this study is to examine the effect of Customer Relationship Management (CRM) on customer loyal behavior. The unit of analysis for this study is Bank Jabar Banten (BJB) with the observation unit is the management at the bank. The population is a customer of bjb Precious, which is a service from BJB Bank intended for high net worth individuals. That Samples Taken as many as 50 respondents of BJB Precious customers outside the Bandung city. The data is processed by using statistical analysis tools Partial Least Square (PLS). The results show that CRM proved to have a significant effect on customer loyal behavior of bjb Precious in Bandung. So the result from this research is expected to give the implication for the management of BJB bank that the efforts to increase the implementation of CRM of BJB Precious will improve the customer loyal behavior. The development of CRM will increase repeat purchases, purchase across product lines, refers other and priority customer immunity that would have an impact on achieving company targets. Keywords: Customer Relationship Management (CRM), customer loyal behavior, customer priority PermaLink | Plain Format | Corresponding Author (Agus Mulyana)

124	ABS-4	Marketing Management
THE INFLUENCE OF REPUTATION AND CUSTOMER RELATIONSHIP MANAGEMENT (CRM) TOWARDS THE COMPETITIVE ADVANTAGE OF AIRLINES IN INDONESIA Yhani Mardani, Ratih Hurriyati, Disman, Vanessa Gaffar Universitas Pendidikan Indonesia Abstract One of the fastest growing transportation modes in Indonesia is air transportation. The air transportation market in Indonesia isexperiencing rapidgrowth. This leads to the increase in the number of airline passengers in almost all airports. However, the facts show that the competitive advantage of the industry hasnot been superior yet. These conditions are relatedto the issues in the development of reputation and customer relationship management (CRM). Hence, this study was done to examinethe influence of reputation and CRM towardsthe competitive advantage of the airline industry in Indonesia. This study employs quantitative approach by involving 100 passengers member from 5 different airlines namely Garuda, Lion air, Citilink, Batik Air and Air Asia as the samples. The data wasthen processed using the PLS statistical test tool.The results showedthat Reputation and CRM affectedthe competitive advantage both simultaneously and partially, in which reputation gavegreater impact than CRM. To conclude, competitive advantage in the airline industry in Indonesia wasdominantly more influenced by reputation than by CRM. Keywords: Reputation, Customer Relationship Management, Competitive Advantage. PermaLink | Plain Format | Corresponding Author (Yhani Mardani)

125	ABS-5	Marketing Management
Marketing Communication and Its Impact on Purchase Un/Willingness: A Case of a Boycotted Bread Brand Usep Suhud Universitas Negeri Jakarta Abstract Muslim consumers in Indonesia who involved in several political street protests, boycotted a bread brand as the producer of this bread refused to be associated with their activities. This study aims to examine the impact of animosity on boycott participation, boycott motivation, attitude towards marketing communication, and purchase un/willingness of this boycotted bread brand. The author chose participants of this current study conveniently, and in total, 266 participants took part consisting of 167 females and 99 males. Data were analysed using exploratory and structural equation model. This study tested eight hypotheses, and all of them were significant. As a result, animosity had a significant effect on boycott motivation, boycott participation intention, and attitude towards marketing communication. Further, attitude towards marketing communication and boycott participation intention had a significant impact on purchase unwillingness and purchase willingness. This study discusses recommendations for practitioners and future research. Keywords: Marketing communication, animosity, boycott motivation, boycott participation, purchase unwillingness PermaLink | Plain Format | Corresponding Author (Usep Suhud)

126	ABS-6	Marketing Management
Loyalty of the $1 Barbershop Customers: Investigating the Role of Service Quality, Satisfaction, and Trust Usep Suhud, Setyo Ferry Wibowo, Listya Namora Universitas Negeri Jakarta Abstract Keywords: Barbershop, customer service, customer satisfaction, customer trust, customer loyalty PermaLink | Plain Format | Corresponding Author (Usep Suhud)

127	ABS-10	Marketing Management
analysis of Influence of Servicecape theater cinema 21 to Customer Loyalty in jakarta santo STIE WIYATAMANDALA santo.tjhin[at]wiyatamandala.ac.id Abstract The background of this research was to conduct a profound study of the HSQM views service quality as a three-tiered concept with interaction quality, physical environment quality as initial sub-dimensions. Thats why to calculate the theory and practice, size of service quality dimension need to be apply in various service industry because the last goal of every marketing business is to get high profit, so customer service have to give good service to their customer, they have to create satisfaction and if customer get satisfied so it will create customer loyalty. The objectives of this research was : interaction quality influential to customer satisfaction, physical environment quality influential to customer satisfaction, customer satisfaction influential to purchase intention. The design of this research applies a survey toward unit of analysis on theater cinema 21 to interview the customers for testing the hypotheses. Meanwhile the required data consist of four variables; interaction quality, physical environment quality, customer satisfaction, and purchase intention. The aggregate numbers of customer being respondent of the study are 200 repondent in jakarta. Data analysis used in this research was consists of Structural Equation Model by AMOS 6.0 as software. The result of this research conclude that interaction had influential to customer satisfaction, physical environment quality had influential to customer satisfaction, and customer satisfaction had influential to purchase intention. Keywords: interaction quality, physical environment, customer satisfaction,purchase intention PermaLink | Plain Format | Corresponding Author (santo -)

128	ABS-273	Marketing Management
How Ethno Marketing Can Determine Consumer Decision to Use Lakupandai Services DR. Lili Adi Bowo, Sony Sasongko, IR.,MM, Asri Sulastri Apriliyani FPEB UPI, DIM UPI Abstract Laku Pandai - Layanan keuangan tanpa kantor dalam rangka keuangan inklusif, Indonesian Government Finansial Inclusion program for Unbanked People and regulated by Otoritas Jasa Keuangan for the provision of banking services or other financial services through cooperation with other parties (bank agents), and suppport the use of information technology facilities. This program aims to provide financial services, to the unbanked people. In addition, it also launched the economics activities of the community so as to encourage economic growth and equitable development among regions in Indonesia espessially people who live in sub urban area or village. Because the target is the citizens in an isolated area, every agent must be able to reach them with special approach so that they desire to use Laku Pandai services. One of the most effective way to reach purchase decision is ethno marketing framework. Ethno marketing defines as marketing segmentation approach that groups consumers on the basis of ethnicity. ethno marketing starts with recognizing the elements of culture as crucial and essential for driving contemporary marketing strategies. The aims of this study is to find how ethno marketing could determine consumer decision making process to consume Laku Pandai services in Bandung City. Using cross sectional method, this study uses verificative approach with explanatory survey method. A total of 10 respodent is choosen as the sample size on this study. data analytical methods in this research is Structural Equation Modeling. This study uncovers that ethno marketing significantly influence consumer decision to use Lakupandai services. Keywords: Ethno Marketing, Consumer Decision Making, Culture PermaLink | Plain Format | Corresponding Author (Sony Sasongko)

129	ABS-23	Marketing Management
Viral Marketing and e-Word Of Mouth Comunicattion in Social Media Marketing Putra Pamungkas & Heny Hendrayati School of Postgraduate Universitas Pendidikan Indonesia Abstract Abstract: The growth of social media users in Indonesia increases rapidly by the penetration of the National Internet users. Business activist take advantage of this as one of the informative distribution channels of products and services offered. Opportunities to target potential customers become one of the reason for the critical of the social media advertising concept. As a new alternative media promotion, social media needs to be observed through a theoretical approach of marketing. Features and systems that run in social media need to be supported by an understanding of marketing theories. Therefore, it is necessary to do a theoretical study to analyze the phenomenon of social media advertising marketing concept. This is an important case of the enormous opportunities in social media as an alternative to marketer innovation. One example of social media marketing that is evolving is the emergence of the concept of viral marketing and E-WOM. There are two concepts in Viral and eWOM, divided into two namely Negative Viral and Positive Viral, according to the impact to the company or product. With the understanding of the theory, the social function of the media can be utilized by the company as one of the promotional media. For the consumer, it is important as a reference before the decision. Therefore, it is expected the optimization of the use of social media as a media campaign to be more developed. Keywords: Social Media, Advertising, Internet marketing, Viral Marketing and E-WOM PermaLink | Plain Format | Corresponding Author (Putra Pamungkas)

130	ABS-280	Marketing Management
Website Atmosphere, Perceived Flow and Its Impact On Purchase Intention Ganjar Mohamad Disastra, Bethani Suryawardani, Widya Sastika Telkom University Abstract The online retail industry in Indonesia is growing rapidly and creating increasingly fierce competition. In online retailing, the website is the main media that should always be considered. Website must be developed in such a way as to create attraction, convenience and easiness for consumers, so as to generate purchase intention. One aspect that is still rarely studied in website development is about the websites atmosphere and how it relates to consumer behavior. This study aims to examine the effect of the websites atmosphere on consumers perceived flow and its impact on purchase intention. The method used in this research is quantitative method by applying Structural Equation Modeling (SEM) technique. Data were obtained through the distribution of questionnaires to the respondents who had visited the online retail website. The results showed that the dimensions of the website atmosphere consisting of virtual layout and design, virtual atmospherics, virtual theatrics and virtual social presence, had a significant effect on perceived flow. Perceived flow in turn also affects purchase intention significantly. Keywords: Marketing Management, Website Atmosphere, Perceived Flow, Purchase Intention PermaLink | Plain Format | Corresponding Author (Ganjar Mohamad Disastra)

131	ABS-26	Marketing Management
Optimization of Customer Retention Programs Emi Amelia & Mokh. Adib Sultan Management Department, Sekolah Pascasarjana Universitas Pendidikan Indonesia, Bandung Abstract This study aims to obtain a description of customer retention BRI unit Paseh Sumedang. Customer retention is a strategy whose goal is to retain corporate customers and maintain the contribution of revenue from customers Competitive competition in the banking industry, especially savings that is marked by the decline in customer satisfaction. Customer satisfaction becomes something that cannot be ignored in a company. The main solution that must be done by the company is to increase customer satisfaction and maintain the life of the company by way of various strategies, especially customer retention. The concept of customer retention arises because many companies that time tend to ignore existing customers and more prioritize acquisition programs. In fact, after a number of studies costing new customers get higher than the cost of retaining old customers. If you have to choose because resource constraints better prioritize customer retention programs than customer acquisition programs. The research method used is explanatory survey with systematic random sampling technique with total sample 110 respondents. The object studied is the customer of Simpedes Bank Rakyat Indonesia Unit Paseh Kabupaten Sumedang. Keywords: Customer Retention, Customer Satisfaction, Bank Rakyat Indonesia PermaLink | Plain Format | Corresponding Author (emi amelia)

132	ABS-27	Marketing Management
Engaging Young Consumers with Advergames: The Effect of Presence and Flow Experience Santirianingrum Soebandhi Narotama University Abstract This study is aimed to analyze childrens evaluation of advergame and integrated brand in the game, and their desire to buy advertised products through presence and flow experience. There are 120 children aged 10-12 years participated, surely with school and parental consent. Advergame with fictional products was designed for this research purpose. The questionnaire was using four points Likert scale with smiley face icon to express respondents opinion. PLS-SEM analysis was used to process the data. The result is expected to give a contribution by providing insight into children evaluation towards advergames as advertising media and for government related to advertising policy, especially regarding advertising intended to children. Keywords: advergame, children, flow, presence, purchase intention, smiley face Likert scale PermaLink | Plain Format | Corresponding Author (Santirianingrum Soebandhi)

133	ABS-31	Marketing Management
RELATIONSHIP DEVELOPMENT STRATEGY TO MAINTAIN LOYALTY OF BUSINESS TO BUSINESS CUSTOMERS YAKUTTINAH MARJAN AIRLANGGA UNIVERSITY Abstract Keywords: Marketing Research, Marketing Strategy, Service Marketing, Integrated Marketing Communications, Delivering Customer Value, Relationship Marketing, Customer Service and Customer Relations, Relationship developing strategy, PEST, 5 forces, 5 diamond PermaLink | Plain Format | Corresponding Author (Yakuttinah Marjan)

134	ABS-32	Marketing Management
VISUAL ANALYSIS OF THE HARVEST ADVERTISEMENT ON INSTAGRAM IN INFLUENCING INDONESIAN CONSUMER Ira Wirasari, Nadila Nur Amalia Telkom University Abstract The development of technology it makes easier to companies in advertising something to the community through social media, which is social media Instagram. The Harvest Patissier & Chocolatier using Instagram as a medium to advertise more efficiently in communicating their message. This research using qualitative research methods and the aims is to identify elements of The Harvest Patissier & Chocolatier visual advertisement and determine the influence of these advertisement on Instagram in consumers buying interest using visual communication design theory and consumer behavior theory. The results of the study are: (1) The Harvest Patissier & Chocolatier Advertisement is a hard sell advertising type with the visual image of luxury on Mango version, the mysterious Chocolate Peanut Butter and love on Valentine Cakes version, (2) Advertising on Instagram as social media, can influence consumers to buy the products. Keywords: Advertising, Visual Advertising, Consumers Buying Interest PermaLink | Plain Format | Corresponding Author (ira wirasari)

135	ABS-289	Marketing Management
WHEN THE ECOFEMINISTS DECIDE PRODUCT TO USE; A Simple Analysis On Cloth Diapers (Clodi) User. Vika Aprianti; Ratih Hurriyati; Mokh. Adib Sultan Universitas Pendidikan Indonesia Abstract The generation of Ecofeminism is closely related to the ecological crisis caused by modernization and industrial civilization. Women who care about the environment in their daily struggle to keep the earth safe and comfortable to live in. It would be interesting to analyze how they behaved in choosing a product to use. As when disposable diapers appear as practical solutions to solve problems in infant care, ecofeminists prefer to use cloth diapers (clodi) that are more friendly to nature. Of course this is not an easy choice considering, it requires more effort from them in technical use. This study aims to determine what factors affect the interests of the ecofeminist in choosing cloth diapers as a baby care solution. The sample of this study was 118 mothers who joined in a cloth diapers user community. Data analysis technique using multiple regression analysis. The results of this study indicate that product knowledge and perceived quality have a positive effect on buying interest of cloth diapers. Keywords: ecofeminist, purchase intention, product knowledge, perceived quality PermaLink | Plain Format | Corresponding Author (Vika Aprianti)

136	ABS-36	Marketing Management
The Implementation of Mobile Commerce Applications To Order System On Bike-Sharing Program In Bandung Raden Mohamad Aditya Rifki, Mokh. Adib Sultan University Education of Indonesia Abstract The purpose of this research was to be found the customers level of technology acceptance model mobile commerce application Boseh bikesharing in Bandung. This research used verification approach with survey method. A total of 103 respondents were chosen as using systematic random sampling. A survey questionnaire was used as a research instrument to collect the data from respondents. The result showed that perceived ease of use, perceived usefulness and attitude toward using has influenced on information technology acceptance simultaneously and partially. The research provides a new concept basis to understand the information technology acceptance for bikesharing mobile commerce application named Boseh, which is the first bikesharing in Indonesia based on information technology. The difference of this research with earlier research on objects that are the variable used supporting the theory as well as the different references used by previous researchers. Keywords: Technology Acceptance Model, Mobile Commerce Application, Bikesharing PermaLink | Plain Format | Corresponding Author (Raden Mohamad Aditya Rifki)

137	ABS-292	Marketing Management
Factors Influencing Halal Cosmetic Brand Advocacy; The Role of Self-brand Connection as a mediator Nurafni Rubiyanti (a*), Evo S. Hariandja (b) (a) School of Communication and Bussiness, Telkom University Jalan Telekomunikasi no.1, Bandung, Indonesia *nrubiyanti[at]telkomuniversity.ac.id (b) Business School, Pelita Harapan University Jalan MH. Thamrin Boulevard Lippo Karawaci, Tangerang 15811 Abstract This paper aims to determine the role of self-brand connection in mediating factors that affect brand advocacy. A conceptual model is developed from the branding literature to explain the relationship of the antecedents of self-brand connection and brand advocacy in the context of the halal cosmetic product. The model is tested using structural equation analysis on a sample of 150 women from Bandung city that have purchased the halal cosmetic product in question. The research model is empirically supported. Findings indicate that consumer who has self-brand connection may become advocates of the brand. Managers can consider using celebrity to develop self-brand connection within consumer and the brand. Additionally, other factors related to the quality and uniqueness of the brand can be considered to enhance consumer self-brand connection in shaping advocacy behavior. Hope this research provides future insight into the application of branding theory for halal cosmetic products. Keywords: celebrity endorsment; perceived quality; brand uniqueness; self-brand connection PermaLink | Plain Format | Corresponding Author (Nurafni Rubiyanti)

138	ABS-37	Marketing Management
Visual Perception in Improving Learning Motivation: Gender and Developmental Study Eriyansyah Master in Business Management Graduate School Indonesia University of Education Abstract Visual Perception in Improving Learning Motivation: Gender and Developmental Study Eriyansyah Master in Business Management Graduate School Indonesia University of Education eriyansyah9@gmail.com Visual perception is a process in organizing and interpreting input or information obtained visually. There have been several studies revealing that there is a relationship between visual perception and academic ability, but there is no study related it to learning motivation. What individuals see provides information that is processed into something meaningful. This meaning can stimulate attitudes and motivations for what is seen, in this case is learning material. What is visually perceived is linked to student motivation in learning. The research was conducted quantitatively and the data was collected by distributing questionnaire to the respondents. The research respondents were male and female students at elementary school, junior high school, and senior high scholl in Bandung City. Based on the research findings, there is no difference in learning motivation in students who have different gender. However, there are differences in motivation in students who are at different levels of education. Elementary school students have a higher visual perception and greater influence on the level of their learning motivation. This can provide input and suggestions for improving students learning motivation in general. Keywords: Visual Perception, Learning Motivation, Gender, Developmental Task PermaLink | Plain Format | Corresponding Author (Eriyansyah Bin Samsudin)

139	ABS-295	Marketing Management
THE EFFECT OF CREDIBILITY, ALTRUISME, AND CSR INFORMATION QUALITY ON BANK REPUTATION: A STUDY ON INDONESIA BANKS UNDER THE CATEGORY OF BUKU 3 AND BUKU 4 1) Lindiawati; 2) Indrianawati Usman; 3) Sri Wahyuni Astuti 1. STIE Perbanas Surabaya (Doctorate Student of Management of Airlangga University) 2. Indrianawati Usman (Airlangga University) 3. Sri Wahyuni Astuti (Airlangga University) Abstract This research is aimed at testing the effect of altruism, credibility, and CSR information quality on bank reputation. Reputation is important since customers are getting smarter in evaluating brands before making decision to buy. In banking industry, reputation reflects an aspect determining bank risks. In marketing area, the role of CSR is considered more important due to its altruistic values for society. If banks are able to manage the way they conduct their CSR activities through their credibility, then they are willing to expose or inform their CSR activity in a proper way or in a good information quality. Variables are controlled by the range on initial capital and the business coverage of the banks which are in Indonesian banking regulation are falling into the categorizations called BUKU or Bank Umum Kelompok Usaha. All Indonesia banks fall into four categories ranging from BUKU 1, 2, 3 and 4 reflecting the lowest to the highest level successively. The categories used in this research are BUKU 3 and BUKU 4 considering that these categories have already conducted and reported the banks CSR activities. The respondents are personnel who are in charge of CSR and they are the members of Corporate Forum for Community Development who respond on the bank CSR report to contribute the data for the variables of altruism, credibility, and CSR information quality; while the data on reputation are secondary data from Otoritas Jasa Keuangan which is responsible for controlling the business of Indonesian banks. All data are process using Structural Equation Modelling Keywords: Altruism, credibility, CSR information quality, bank reputation PermaLink | Plain Format | Corresponding Author (Lindiawati -)

140	ABS-43	Marketing Management
The Implication of Social Media Marketing in Modern Marketing Communication Jati Waluyo Universitas Pendidikan Indonesia Bandung Abstract In this era of globalization, business development is in a very competitive, fast, and unpredictable situation and condition. All companies are required to make continuous improvements in all divisions, including the marketing division. The purpose of this research is to analyze the development of social media, especially Facebook Marketing implication in modern marketing communication. This research uses descriptive qualitative research method and provides an overview of the current digital marketing phenomenon based on the theories, the study of various literature review and the study of other relevant research. Facebook Marketing has the following advantages: provides information, the focus of market segmentation, easily accessible, easy to communicate, zero time feedback, always connected, low budget, high impact, and the new wave marketing in modern marketing communication. Keywords: Internet, Social Media, Social Networking, Facebook Marketing, Modern Marketing Communication PermaLink | Plain Format | Corresponding Author (Jati Waluyo)

141	ABS-44	Marketing Management
E-Commerce Srategy in Improving Product Sales Rizky Febriansyah Universitas Pendidikan Indonesia Bandung Abstract E-Commerce is a process of transactions conducted by buyers and sellers in buying and selling various products electronically from company to company using a computer as an intermediary of business transactions conducted (Loudon, 1998). In previous research there is a relationship between the implementation / e-commerce strategy as an online sales medium, but no one has linked it to the increase of product sales online. This study takes a case study on one of the SMEs (start-up business) that has been running and incorporated in e-commerce sales system built and developed its technology system by a third party is AVANA.ID, this research is expected to help the SMEs has not used e-commerce as a sales medium moved to expand its business to get maximum results and can compete with similar stores. Keywords: Strategy, E-Commerce, Increase, Product Sales PermaLink | Plain Format | Corresponding Author (RIZKY FEBRIANSYAH)

142	ABS-46	Marketing Management
Customer-Based Brand Equity In Digital Age: A Conseptual Approach Fahmi Dharmawan Universitas Pendidikan Indonesia Abstract While much research has been done to understand how to create a company brand that can generate profits for the company, there is little research about how brand equity is made and measured in the digital age of the Internet. This study aims to broaden the conceptual framework of existing consumer-based brand equity by combining several constructs from a cognitive perspective as well as a conceptual perspective on brand equity and implementing them on online-based companies in the digital age today. The method used in this research is descriptive method, with data collection used is by using conceptual review which later reference theory obtained will serve as the basic foundation in getting the research result. The results suggest that in consumer-based brand equity in the digital age there needs to be modification of models from the traditional brand equity model by adding online elements such as making website improvements and more emphasis on consumer confidence. The implication of this research is that there should be a greater concern about how the company creates its brand equity in online based companies, so that the brand will remain the main capital of the company that can create a great value for the company. Keywords: brand, brand equity, consumer-based brand equity, e-commerce, digital era. PermaLink | Plain Format | Corresponding Author (Fahmi Dharmawan)

143	ABS-303	Marketing Management
FUSION FOOD: IS NOT IT A CUSTOMER EXPERIENCES GITASISWHARA, RATIH HURRIYATI, DISMAN UNIVERSITAS PENDIDIKAN INDONESIA Abstract The Customer Experience on Fusion Food (Survey to Fusion Food customer in Indonesia). The Background by the culinary industry in the tourism sector is growing rapidly. I analyses that, trends of tourists in eating fusion food influences by customer experience. This study aims to determine whether fusion food is related to behavior derived from the customer experience. The research method used is descriptive and explanatory method with a method that is done less than a year or cross sectional method. Sampling technique used is systematic random sampling with data analysis techniques that can be used multiple regression. The results show the best experience on the subscriber that is in the sub variable empathy for the lowest valuation on sub variable recognition .. Keywords: Fusion Food, Customer Experience, Service Experience, PermaLink | Plain Format | Corresponding Author (Gitasiswhara Widjana)

144	ABS-48	Marketing Management
Food Blogger Review on Instagram as an Alternative Consumer Purchase Decision Gita Tiara Puspita (a*), Heny Hendrayati (b) a) Universitas Pendidikan Indonesia Jl. Dr. Setiabudhi 229, Bandung 40154, Indonesia *gitatiarap[at]upi.edu b) Universitas Pendidikan Indonesia Jl. Dr. Setiabudhi 229, Bandung 40154, Indonesia henyhendrayati[at]upi.edu Abstract For culinary connoisseurs, they certainly will be familiar to the existence of food bloggers. Food Blogger as social media marketing especially in Instagram, used to provide reviews about culinary products. . The exist-ence of food bloggers are used by culinary businessmen. As more and more culinary businesses emerge in Bandung, they compete with unique and diverse ideas and concepts. This makes consumers confused in choosing which foods are worthy for a culinary tour. The existence of food bloggers is believed to help con-sumers to choose which place that suits their needs. This research is a quantitative research that aims to deter-mine whether there is partial influence between foods blogger reviews on Instagram toward consumer pur-chasing decisions about culinary in the city of Bandung and to find out whether there is a simultaneous influ-ence between foods blogger reviews on Instagram toward consumer purchasing decisions regarding culinary in the city Bandung. The method used is descriptive method. The sampling technique used is nonprobability sampling with incidental sampling type. The data collection is done by spreading questionnaires to 100 Insta-gram user communities who follow food blogger and live in Bandung city or frequently having a culinary tour in Bandung city. The data analysis technique used is multiple linear regression analysis. Based on t test results, context and collaboration variables significantly influence consumer purchasing decisions regarding culinary in the city of Bandung. Then, F test results show that the value of F arithmetic of 42,219 with a significance lev-el of 0.000. This means that the reviews of food bloggers on Instagram have a significant influence on con-sumer purchasing decisions toward culinary in the city of Bandung. Keywords: Social Media Marketing, Food blogger, Consumer Purchasing Decision PermaLink | Plain Format | Corresponding Author (Gita Tiara Puspita)

145	ABS-306	Marketing Management
Creating Brand Love through Brand Experience: study in Higher Education Institution in Indonesia Lili Adi Wibowo, Agus Rahayu, Sulastri, Asri Sulastri Apriliyani Universitas Pendidikan Indonesia Abstract This study examines the brand experience of brand love in Higher Education Institution in Indonesia as one of the competitive strategy to improve the college rank. Customer-brand relationship states that brand love will have a good impact on relationships with students, brand loyalty, experiments to choose a new brand and create cost advantage (Fournier, 1994; Fournier, 2012). This study aims to obtain the influence of brand experience on brand love. The type of this research are descriptive and verificative. Using explanatory survey method, sample size of this study is 400 respondents. Data analysis technique using Stuctural Equation Modeling with program AMOS 22.0 for Windows helps. The finding of this research indices that Brand Experience has a significant and positive affect on Brand Love in Indonesia Higher Education Institution Keywords: Brand Love, Brand Experience, Higher Education Institution PermaLink | Plain Format | Corresponding Author (Lili Adiwibowo)

146	ABS-55	Marketing Management
Analysis of Green Marketing Mix On Purchase Decision Dolores Silvia (a*), Heny Hendrayati (b) a) Sekolah Pascasarjana, Universitas Pendidikan Indonesia Jalan Setiabudi 229, Bandung 40154, Indonesia *doloressilvia[at]upi.edu b) Sekolah Pascasarjana, Universitas Pendidikan Indonesia Jalan Setiabudi 229, Bandung 40154, Indonesia Abstract Green marketing is a marketing strategy that puts forward the concept of green marketing that prioritizes the sustainability of the environment as a social responsibility. In winning the competition the company must have the right strategy in marketing its products. Innisfree is a beauty product that promotes natural conservation in every business process. This research is quantitative research which aims to know and analyze whether green marketing mix simultaneously and partially influence to consumer decision in purchase Innisfree product at VPJ Bandung. Where the strategy of green marketing mix in this research consists of variables Price, Product, Place, and Promotion. Data in the study were collected through questionnaires distributed to consumers visiting the Innisfree VPJ outlet. Sampling using non probability technique type accidental sampling with the number of samples of 100 respondents. Method of data analysis technique used in this research is multiple regression analysis. The results showed that the Green Marketing Mix simultaneously and partially influence the purchase decision of Innisfree product in Innisfree PVJ Bandung outlet based on F test value of 5.592> f table of 2.47. Keywords: Green marketing, Price, Product, Place, Promotion, Purchase Decision Keywords: Green Marketing, Price, Product, Place, Promotion, Purchase Decision PermaLink | Plain Format | Corresponding Author (Dolores Silvia)

147	ABS-56	Marketing Management
Analysis Service Quality and Marketing Relationship to Customer Loyalty Study at Retail Company Yogya Sundanese Department Store Muhammad Ridwan Indonesian Education University, Jl. Dr. Setiabudhi No. 229 Bandung 40154 Jawa Barat - Indonesia Abstract Muhammad Ridwan, 2018, Influence Service Quality and Marketing Relationship to Customer Loyalty (Study at Retail Company Yogya Sundanese Department Store). Quality of service and relationship marketing is an element contained in the science of marketing in advancing a company. For this company become one important role, because with the quality of service and marketing relations of a company is good then the customer will be loyal to the company. Vice versa if the quality of service and relationship marketing is not good then the customer will not be loyal to the company. This study aims to determine the effect of service quality and marketing relationships on customer loyalty at Retail Company Yogya Sundanese Stores. The subject of this research is the Retail Company of Yogya Sundanese Retail Store by using the sample of 100 respondents. Analysis method used in this research is quantitative method, with statistical analysis that is Test Validity and Reliability, Test T, Test F, multiple linear regression analysis, coefficient of determination (R2) and with tool of SPSS 20. Variable of this research is service quality as X1 variable, marketing relationship as X2 variable and customer loyalty (Y). The results show that the quality of service and marketing relationships have a positive impact on customer loyalty, so if the quality of service both customers will be loyal and if the relationship marketing it good customer will be loyal to the company. Keywords: Service Quality, Marketing Relationships, Customer Loyalty PermaLink | Plain Format | Corresponding Author (Muhammad Ridwan Ridwan)

148	ABS-315	Marketing Management
Experiential Marketing: a Review of Relationship to the Customer Satisfaction in Online Transportation (Study in Gojek Indonesia) Marheni Eka Saputri & Nia Kurniasih a) Telkom University b) Institute Technology of Bandung Abstract Keywords: Online Transportation, Gojek Indonesia, Experiential Marketing, Customer Satisfaction PermaLink | Plain Format | Corresponding Author (Marheni eka Saputri)

149	ABS-318	Marketing Management
TOURIST SATISFACTION ANALYSIS OF TOURIST PRODUCT AT TANJUNG KELAYANG BEACH KABUPATEN BELITUNG Israul Khairi (a*) Fitri Rahmafitira (b), H. Suwatno (b) a) Universitas Pendidikan Indonesia Jalan Setiabudhi No. 229, Isola, Sukasari, Kota Bandung, Jawa Barat 40154 b) Universitas Pendidikan Indonesia Jalan Setiabudhi No. 229, Isola, Sukasari, Kota Bandung, Jawa Barat 40154 c) Universitas Pendidikan Indonesia Jalan Setiabudhi No. 229, Isola, Sukasari, Kota Bandung, Jawa Barat 40154 Abstract The purpose of this research is to analyze the tourists satisfaction in Tanjung Kelayang Beach through the tourists assessment on importance level and tourism product performance in Tanjung Kelayang Beach. There are three tourism product indicator: attractions, facilities, and accessibilities. This research used descriptive method with quantitative approach which used simple Random Sampling technic. This research involve 100 respondents using questioner. To measure the toruists satisfaction level, using Important Performance Analysis (IPA) method which resulted four quadrants with priority scale. The result of this research, there are dissatisfaction from the tourists who came. Even though the performance level from tourism product in Tanjung Kelayang Beach already good, but in the reality, have not reach the satisfaction point because the expectation value from the tourist to Tanjung Kelayang Beachs tourism product are bigger than the performance value. There are 3 quadrants that are resulted from (IPA) method that became the managers reference to pay attention to tourism products condition in Tanjung Kelayang Beach, also to maintain the tourism product performance that already rated good by the tourists. Keywords: Tanjung Kelayang Beach, Tourist Satisfaction, Torism Product, Importance Performance Analysis PermaLink | Plain Format | Corresponding Author (Israul Khairi)

150	ABS-63	Marketing Management
Smart Tourism Strategy in Increasing the Number of Tourist in Indonesia Dimas Yudistira Nugraha; Disman; Ratih Hurriyati; Lili Adi Wibowo Universitas Pendidikan Indonesia Abstract The number of tourists in Indonesia are increasing rapidly. Tourism programs from Indonesian government plays an important role in numerous parts of tourism. One of Indonesian government tourism program is smart tourism. Smart tourism influences perceived value, memorable tourism experience, and revisit intention from the tourists. The purpose of this research is to finding the model from the correlation between smart tourism, perceived value, memorable tourism experience, and revisit intention. The observed data was composed in 7 smart tourism destinations in Indonesia, particularly Jakarta, Bandung, Surabaya, Yogyakarta, Malang, Bali, and Makassar. The methodology employed is by examining 400 tourists who visited the destinations. Demographic characteristics include sex, age, education, job, and nationality. Furthermore, the research employs 52 question items. The data were analyzed by using Structural Equation Modelling (SEM). The research demonstrates that smart tourism has relationship with perceived value, memorable tourism experience, and revisit intention. This study contributes to the academia, local government, and stakeholders of tourism industry to more completely recognize what tourists need during the travel and how to increase the number of tourists in the destination. This paper may be the first study in finding the model from the correlation between smart tourism, perceived value, memorable tourism experience, and revisit intention. Keywords: smart tourism, perceived value, memorable tourism experience, revisit intention PermaLink | Plain Format | Corresponding Author (dimas yudistira nugraha)

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