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151	ABS-319	Marketing Management
Marketing Management Islamic Philanthropy Institution in Indonesia in collecting donor funds Eko Fajar Cahyono, Lina Nugraha Rani, Sylva Alif Rusmita Islamic Economics Department Faculty of Economics and Bussiness Airlangga University Abstract The purpose of this study is to describe the strategies used by several institutions managing the funds of zakat, infaq, and alms in Indonesia. Unlike companies, zakat management institutions aimed by social rather than commercial and profit-making. Although non-profit organizations, in fact, Islamic social institutions have implemented some marketing management principles of advertising in the mass media, advertising in public places, making magazines, calling consumers and so on. This research tries to investigate further how the rationality of zakat management institution decides to make business marketing effort in reaching donor fund or public fund. The research approach uses qualitative descriptive and literature study method as the method of analysis. The data is taken from the documents of the promotional materials of zakat management institution and by observing the behavior of the promotion of zakat management institution. The scope of the research is the national standard zakat management institution in Indonesia and the period of analysis is from 2015 -2018 Keywords: Marketing Management, Zakah Management Institution, Fund Collecting PermaLink | Plain Format | Corresponding Author (Eko Fajar Cahyono)

152	ABS-322	Marketing Management
THE INFLUENCE OF WONDERFUL INDONESIA BRAND TOWARD THE FOREIGN TOURIST DECISION TO INDONESIA Bagus Maulana(1), Fitri Rahmafirtia(2), Rosita (3) Universitas Pendidikan Indonesia Abstract ABSTRACT Wonderful Indonesia Brand was made to influence the decision of foreign tourists to visit Indonesia. This study aims to determine the effect of Wonderful Indonesia Brand on the decision of foreign tourists to visit Indonesia. To identify the perception of foreign tourists about Wonderful Indonesia Brand, the decision of foreign tourists to visit Indonesia, and to know the research method used in this research is descriptive verification. Variables in this study are Brand Image and Tourist visiting decisions. Collection can be obtained through, observations and questionnaires. The data collected from the questionnaire are ordinal data, this data needs to be converted into intervals using MSI (Method Success Interval). Meanwhile, to determine the range of rank of the questionnaire, the researcher uses the continuum line. Based on the results of research obtained in this study, it is known that the score of Wonderful Indonesia Brand is in the high category with a score of 77.34% and the score of visiting decisions are also in the high category with a score of 72.04%. Judging from the magnitude of the influence of Wonderful Indonesia Brand on the visiting decision of 41.5%, it can be concluded that the influence of Wonderful Indonesia Brand is in the medium category. Keywords: Keywords: Wonderful Indonesia Brand and Visiting Decision. PermaLink | Plain Format | Corresponding Author (Bagus Maulana)

153	ABS-325	Marketing Management
How the Internet Impacting on Current Tourism Marketing Theory and Practice Andar Danova L.Goeltom, Ratih Hurriyati, Vanessa Gaffar, Lili Adi Wibowo Indonesia University of Indonesia/ Universitas Pendidikan Indonesia Abstract The Internet presence is one of new technology era 21st Century. The Internet exit to all elements of life, Surely the most fascinating aspect of the internet is freedom, freedom of knowledge, freedom of information, freedom to exchange opinions. Today tthe Internet is conceivably the most open and democratic communication system in existence guaranteeing a wide diversity of opinion. Keywords: Internet, Marketing, Tourism Marketing, Marketing Mix, Information technology PermaLink | Plain Format | Corresponding Author (Andar Danova Goeltom)

154	ABS-329	Marketing Management
ANALYSIS OF SERVICE CARTER QUALITY IN AN EFFORT AT KEDAI UPIK PALEMBANG Wanda Fatricia, S.SI. & Dr. Puspo Dewi Dirgantari, S.Pd., MT., MM. Magister Management, University Pendidikan Indonesia, Bandung Abstract This research aimed to see the application of CARTER service quality at Kedai Upik in increasing customer satisfaction. The method used in this research was a qualitative method with descriptive approach. The quality of CARTER services has six main dimensions; Compliance, Assurance, Responsiveness, Tangible, Empathy, and Reliability. With the assumption that customer satisfaction is closely related to the quality of service, then a company should provide the best quality of service, since it is the key to a companys success, apart from product superiority. The result indicated that the application of CARTER service quality at Kedai Upik has not been optimal enough, especially on Responsiveness and Tangible aspects. Keywords: Quality Service, CARTER Approach, Customer Satisfaction PermaLink | Plain Format | Corresponding Author (Wanda Fatricia)

155	ABS-330	Marketing Management
Analysis of brand relationship in ganesha public speaking Panji Priambudi Indonesia University of Education Abstract Bandung is one of the big cities in Indonesia which is the capital of West Java Province. Training needs for the community in this city, especially in the field of public speaking is increasing. This can be seen from the increasing number of training institutions that open the public speaking class and managed to attract participants to attend the training. The tight competition among training institutions and the emergence of similar products at competitive prices makes every training institution should work harder to be more creative and innovative in creating products that are superior to other competing products. Ganesha Public Speaking (GPS) is one of the training institutions that was established since 2009. This institution continues to improve quality and continue to innovate for getting new customers and retain old customers. Consumers will be more willing to loyal to a brand or company if they have a close relationship with the brand or company. When it comes to loyalty, its important to win the competition and keep customers. This study aims to obtain a description of the Brand Relationship between GPS and its alumni. This study uses a marketing management science approach that focuses on Brand Relationship as the main variable. In this study, the samples used are 33 people who are all alumni of Ganesha Public Speaking training and Sampling is done with nonprobability sampling technique. Based on the results of statistical tests, this study shows that the brand relationship in Ganesha Public Speaking is at a very high level. Keywords: Brand Relationships, Customer loyalty PermaLink | Plain Format | Corresponding Author (PANJI PRIAMBUDI)

156	ABS-84	Marketing Management
Electronic Word of Mouth and Purchase Intention on Online Travel Agent Traveloka Santy Ajeng Zahratu Universitas Pendidikan Indonesia Abstract Traveling recently became a trend in several countries including Indonesia. Online travel agents (OTAs) platform such Traveloka, Agoda, Ticket.com, and Mister Aladin start to develop and become huge in Indonesia. The existences of those OTAs both local and global as new form of ecommerce in travel industry have affecting in communities behavioral and purchasing patterns. Most of Indonesian tends to use booking online to get their travel needs related to transport, hospitality and tourism. It makes Indonesia also ranked third place in The Digital Traveler survey on 2017. The role of electronic word of mouth (EWOM) also becoming very important for consumers in their online purchasing process. Consumer often to rely on EWOM in review form to get many information and make purchase decision. The purpose of this study is to examine the influence of EWOM toward consumer purchase intention at Traveloka as one of popular local OTA in Indonesia. The study was conducted by distributing questionnaires to 100 respondents in Bandung city who previously had at least once using online booking services on either Traveloka application or website. This research uses simple linear regression method in analyzing data research. The result of this study is indicating that EWOM significantly have influence toward people intention in purchasing at Traveloka. From this result, Traveloka needs to maintaining and improving their quality and consumer satisfaction to consistently earn positive EWOM among consumers to attract intention purchase on other consumer through their application. Keywords: Electronic word of mouth, EWOM, Purchase Intention PermaLink | Plain Format | Corresponding Author (Santy Ajeng Zahratu)

157	ABS-340	Marketing Management
INFLUENCE OF PUBLIC RELATION ON ATRIBUTTES PRODUCT ON VISITING DECISION THE MUSEUM Arciana Damayanti UNIVERSITAS PENDIDIKAN INDONESIA Abstract This study was conducted to determine the effect of product attributes to the visiting decision the National Education Museum visitors in Bandung. The independent variables (exogenous) or as a variable that affects the (independent) are attributes of the product (X) consisting of five (5) dimensions, namely Attractions and Environmental Destinations, Ameneties or Services and Facilities Destinations, Accessibility Destinations, Image, and Networking. The research problem which is the dependent variable (endogenous) or a variable that is affected (dependent) is the decision to visit, which consists of six (6) dimensions, namely the selection of products /services, the choice of brand, the choice of dealer, time of visits, the number of visits, and payment methods. This type of research use descriptive research and verification to the 35 visitors of the National Museum of Education, through questionnaires given. The sampling technique used in this study is a random sampling technique for moving population (mobile sampling) and data analysis techniques used is to use structural equation modeling (SEM) and the path diagram to know how product attributes influence on the decision to visit. The results showed that attractions, ameneties, accessibility, image, and networking together have a positive influence on the visiting decision to the National Museum of Education as a museum that is quite interested visitors. That way, if an increase in the quality of the tourism product attributes, it can strengthen the identity of the National Education Museum. The greatest impact was partially influence destinations attractions and Environment, while the smallest effect is networking for the influence of the visiting decision. Keywords: product attributes, visiting decision PermaLink | Plain Format | Corresponding Author (Arciana Damayanti)

158	ABS-87	Marketing Management
Analyzing Perceived Value and Trust on Purchase Intentions Case Study of Mitra PT.Cipta Usaha Makmur Merry Fithriani, Ratih Hurriyati Universitas Pendidikan Indonesia Abstract Abstract : Technological and economic progress increasingly rapidly, consumers increasingly easy to conduct electricity bill payment transactions and others online. A lot of people are interested to join in this business venture, because it is profitable. When consumers want to work with PT. Cipta Usaha Makmur then consumers will consider the value and perceived confidence. The purpose of this study is to analyze the perception of value and belief in the purchase intention in PT. Cipta Usaha Makmur. Data from 160 respondents who have been taken at random to 60 respondents by using simple regression analysis to test the relationship between these variables. The result has a significant partial effect and can be sustained by giving the customer the best value and earning trust to keep the intention of buying. Keywords: Online electricity payments, purchase intentions, trust, perceived value PermaLink | Plain Format | Corresponding Author (merry fithriani)

159	ABS-345	Marketing Management
The role of attitude toward marketing and marketing practice on marketing performance: a theoretical framework development for SMEs Yulia Hendri Yeni (a*), Verinita (a), Venny Darlis (a), Ahmad Syafruddin Indrapriyatna (b) a) Economic Faculty Andalas University Kampus Limau Manis Padang, 25163, Indonesia *yuliahendriyeni[at]eb.unand.ac.id b)Engineering Faculty Andalas University Kampus Limau Manis Padang, 25163, Indonesia Abstract Entrepreneurial marketing is known as implementation marketing in Small Medium Enterprises (SMEs). Many scholars investigated the entrepreneurial marketing issue in various contexts and environments. Previous studies found an inadequate marketing practice in SMEs. Then the research results concluded differences marketing practices between large size firms and SMEs. The nature of SME cause the behavior issue such as attitude toward marketing became one element that involve in marketing practice and marketing performance. The objective of this paper is to develop a conceptual model to improve marketing performance. This paper contributes to entrepreneurial marketing literature in exploring the influence of marketing attitude and marketing practice toward marketing performance Keywords: SMEs; attitude toward marketing; marketing practice; marketing performance; theoretical framework PermaLink | Plain Format | Corresponding Author (YULIA HENDRI YENI)

160	ABS-91	Marketing Management
How to Improve Green Awareness of Customer? Doni Purnama Alamsyah, Didin Syarifuddin Universitas BSI STP Ars Internasional Abstract This study aims to review supporting variables of formation customers green awareness through study of environmentally friendly products by seeing customer behavior for green advertising, green brand attribute, green perceived value, and green brand image. It has been conducted review through survey on 500 customers in West Java Province who come to Supermarket Retail, which is a place in offering one of environmentally friendly products. Descriptive and verification research are conducted through regression analysis and research hypothesis test. Research finding is stated that based on its level, variable which can support the improvement of green awareness is green advertising, green perceived value, green brand image, until green brand attribute. Research result gives recommendation on industry that offers environmentally friendly products by analyzing market through customers green awareness. Besides that, this study encourages healthy humans development particularly in Indonesia through study that tries to improve customers consumption of environmentally friendly products. Keywords: Green Awareness, Environmental Friendly Products PermaLink | Plain Format | Corresponding Author (Doni Purnama Alamsyah)

161	ABS-92	Marketing Management
The Influence of Birth Certificate Application Process Service toward Public Satisfaction in the Population and Civil Registration Agency of Garut Regency Ikeu Kania, Dini Turipanam Alamanda, Nurbudiwati, Daris Hasmi Fauzan Garut University Abstract The sustainability of national development and public services must include a special attention to the popu-lation factor as the subject and object. A good quality of public service is required in organizing national population administration system. A birth certificate is an identity form and an integral part of citizen civil and political rights. Unfortunately, the people in Garut Regency still consider the service quality of the local Population and Civil Registration Agency is not yet effective in serving the society during birth certificate application process. Therefore, this study aims to find out the influence of service quality provided during the process of birth certificate application toward public satisfaction in the Population and Civil Registration Agency of Garut regency. Using a quantitative approach, data were collected through observations, interviews, literature studies and questionnaire distributions. Questionnaires were spread to 100 respondents using non probability sampling technique which is a purposive sampling. The collected data were then analyzed using multivariate analysis of multiple regression. The result of this study indicates that there is an influence of service quality during the process of birth certificate application toward Public Satisfaction in the Population and Civil Registra-tion Agency of Garut Regency as big as 36%. Keywords: service quality; public satisfaction; birth certificate application process. PermaLink | Plain Format | Corresponding Author (Dini Turipanam Alamanda)

162	ABS-351	Marketing Management
INTENTION TO SUSTAINABLE FISH CONSUMPTION MELVA MINAR LEONARDA TAMBUNAN AND TENGKU EZNI BALQIAH Universitas Indonesia Abstract Sustainable fish consumption is one of the government programs that are being intensively implemented to overcome malnutrition in society, improve health and public welfare. This study aims to examine and analyze the antecedent factors that influence consumer intentions to increase fish consumption, through the perspective of Theory of Planned Behavior model (TPB) and the role of consumer confidence. The analysis was performed by using Stepwise Regression Analysis to test the strength of five hypotheses of the variable relationship in the model. Respondents selected through purposive sampling are 200 mothers who hobbies and regularly consume fish. The results showed that attitude and perceived consumers effectiveness have a direct impact and positif influence towards intention to sustainable fish consumption. Confidence only affects attitudes toward consumer intentions. While perceived availability and subjective norms do not significantly influence the intention to sustainable fish consumption. Keywords: Fish Consumption, Theory of Planned Behavior (TPB), Confidence, Linear Regression PermaLink | Plain Format | Corresponding Author (Tengku Ezni Balqiah)

163	ABS-352	Marketing Management
Understanding Millenials Decision Making in Buying Car: Lifestyle and Personality Ode Pramoedya and Tengku Ezni Balqiah Universitas Indonesia Abstract Millennial consumer has become the trending subject in marketing practice in order to deeper understanding of their consuming behavior. It is believe that the millennial differ between one groups to another. This study aims to analyse the behavior of millennial in Indonesia and identify the factors that they concern ini buying car. This study refer to 7Ps marketing mix, personality, and lifestyle on buying their car buying decision. For that purpose, qualitative and quantitative research method were applied on this paper with In Depth Interview of 8 respondents and collect another 300 respondents based of Snowball Sampling through offline & online questionnaire. Factor analysis of the data identified 18 factors that millenials concern in buying car. Keywords: Millennial,7Ps Marketing Mix, Personality, Lifestyle, Automotive PermaLink | Plain Format | Corresponding Author (Tengku Ezni Balqiah)

164	ABS-99	Marketing Management
The Influence of Restaurant Atmosphere on Customer Loyalty Through Hedonic Experience Tanti Handriana; Anies Ratnapuspita Meyscha Faculty of Economics and Business, Universitas Airlangga Abstract With the increasing income of Indonesian people and the existence of lifestyle changes impact on the existence of a restaurant which is not only a place to eat and drink, but also a place to gather, socialize and release fatigue, furthermore, followed by the number of restaurants offering more and more varied food, beverages, and entertainment. Similarly, the competition among restaurants is getting tougher. This study aims to analyze the influence of restaurant atmosphere on customer loyalty through hedonic experience. Restaurant atmosphere consists of design factor, ambient factor, and social factor. The sample in this study was 130 visitors. The analysis technique used is Structural Equations Model (SEM) with AMOS software. The research finding showed that design factor and social factor have significant effect on hedonic experience. Likewise hedonic experience has significant effect on customer loyalty. Meanwhile, the ambient factor has no effect on the hedonic experience. The findings of this study contribute to the development of the concept of hedonic experience, as well as beneficial to culinary practitioners. Keywords: restaurant atmosphere, design factor, ambient factor, social factor, hedonic experience, loyalty PermaLink | Plain Format | Corresponding Author (Tanti Handriana)

165	ABS-355	Marketing Management
Effect of Online Servicescape on Behavioral Intention Online Reservation Hotel Services G. Razati, I. Awanny & P.D. Dirgantari Universitas Pendidikan Indonesia Abstract This study aims to obtain findings whether there is influence online servicescape against the behavioral inten-tion of Agoda products in Indonesia. Type of research used is verification, and the method used is explanato-ry survey with simple random sampling technique, with the number of samples of 165 respondents and data analysis techniques used is the path analysis. The results showed that there was a significant effect of online servicescape on behavioral intention. In an effort to improve the behavioral intention of consumers, the author recommends that companies better understand the factors online servicescape as one of the basis in providing services for users of Agoda websites in Indonesia. Keywords: Online Servicescape, Behavioral Intention PermaLink | Plain Format | Corresponding Author (Girang Razati)

166	ABS-100	Marketing Management
The Antecedent and Consequences of Trust in Online Shopping Tanti Handriana; Dendi Herawan Faculty of Economics and Business, Universitas Airlangga Abstract The last decade is marked by the increasing of product sale through online shopping. Various types of businesses that originally only used offline concepts, have now shifted to online and offline concepts, even some have abandoned the online concept. Due to the nature of offline shopping that does not require direct meetings among sellers and buyers, it makes the trust factor play a crucial role. Questionnaires are distributed online to consumers who have purchased products in online shopping. A total of 271 data from respondents were eligible to be analyzed using Structural Equations Model (SEM) analysis techniques with AMOS 16.0 software. From the 10 hypotheses tested, there are 9 supported hypotheses, including influence of perceived reputation, perceived risk, and perceived ease of use in online trust, perceived value and online trust toward satisfaction, as well as influence of perceived reputation, perceived ease of use, satisfaction , and online trust in online repurchase intention. Meanwhile, the influence of e-commerce knowledge on online trust is not supported. The research findings contribute to the development of online trust concept, as well as beneficial to online shopping businessmen. Keywords: online trust, perceived reputation, perceived risk, e-commerce knowledge, perceived ease of use, perceived value, satisfaction, online repurchase intention PermaLink | Plain Format | Corresponding Author (Tanti Handriana)

167	ABS-359	Marketing Management
Sport Motivation and Decision to Participate in Tahura Trail Running Race V Gaffar, O Ridwanudin, D Inassa Universitas Pendidikan Indonesia Abstract Decision to exercise of participants to conduct a sports tourism activity is still low. The event Tahura Trail Running Race is one of big sport events, which is always held annually in Bandung City. The event faces the problem of low interest and participation from inside and outside of West Java. The purpose of this study is to obtain findings about the influence of participant motivation on the decision to join Tahura Trail Running Race. The sample of the study covers 90 respondents, consisting of 32 participants from West Java and 58 participants from outside West Java. The data analysis technique is Multiple Regression. The results show that motivation had an effect on the decision to perform sport. Based on the result of different test, it is known that from among the motivation variables, social dimension is the only that has difference among the participants. Keywords: Sport Motivation, Decision to Participate, Running Race PermaLink | Plain Format | Corresponding Author (Vanessa Gaffar)

168	ABS-104	Marketing Management
How Digital Certificate Affects e-Commerce Consumers Trust and Purchase Intention P.K. Sari & A. Prasetio Telkom University Abstract The government of Indonesia continues to encourage the development of e-commerce industry in the country by arranging e-commerce road map. One of its focus is consumer protection by creating a local Certification Authority (CA) that will publish a digital certificate for e-commerce actors. Digital certificate is expected to increase consumer trust and furthermore encourage purchases through e-commerce websites in Indonesia. This study aims to find out how the level of awareness of Indonesian consumers about the use of digital certificate, which consists of the dimensions of knowledge, attitude and behavior, can affect the trust and purchase intention. Data were collected through online survey to users of top-five e-commerce sites in Indonesia and analyzed using PLS-SEM method. The results of the study revealed that the dimension of knowledge has no significant effect on trust. Meanwhile, attitude and behavior have a significant effect on trust. Furthermore, this research shows that trust has a significant effect on purchase intention. Keywords: purchase intention, trust, security awareness, e-commerce PermaLink | Plain Format | Corresponding Author (Puspita Kencana Sari)

169	ABS-360	Marketing Management
LUXURY BRAND PERCEPTION FOR BUILDING PURCHASE INTENTION Dian Herdiana Utama; Rifki Candra Nugraha; Ratih Hurriyati; B Lena Nuryanti Universitas Pendidikan Indonesia Abstract The study was conducted to know the effect of luxury brand perception on purchase intention. This study was conducted over a period of less than one year, the research design used was cross sectional method. This research uses descriptive and descriptive approach with explanatory survey method. A total of 370 respondents as a sample using simple random sampling. Questionnaire research is used as a research instrument to collect data from respondents and data analysis techniques used are simple linear regression. Findings in this study the perception of luxury brands has been applied effectively and thoroughly categorized well Keywords: BRAND, PERCEPTION, PURCHASE INTENTION PermaLink | Plain Format | Corresponding Author (Dian H Utama)

170	ABS-107	Marketing Management
ENCOURAGING PRO-ENVIRONMENTAL BEHAVIOR THROUGH CONSUMER INNOVATIVENESS Rini Kuswati (a*), Bernardinus M. Purwanto (b) a) Universitas Muhammadiyah Surakarta, Jl. Tromol Pos I Pabelan Surakarta,57102. Indonesia. * rk108[at]ums.ac.id b) Universitas Gadjah Mada, Jl. Sosio Humaniora No.1, Bulaksumur Yogyakarta 55281. Indonesia. Abstract Environmental issues are important in the context of sustainability development goals (SDGs). Pro-environmental is an idea with a new paradigm that is able to influence consumer lifestyles. As a relative new concept or idea, pro-environmental becomes the consumers challenge to adopt and apply it to be a part of lifestyle. It shows that pro-environmental behavior (PEB) becomes a challenge for researchers. The aim of this literature review is to describe the PEB and the antecedents of PEB. Theories that explain the PEB include Value Belief Norm Theory, Theory of Planned Behavior, Ecological theory, Attitudinal-Behavior-Context Theory, etc. While the antecedents of PEB are consumer innovativeness, values, belief, attitudes to pro environmental behavior, age, gender, income, level of education and others. This literature review presents an opportunity for researchers to conduct validation testing of PEB instruments, which are unidimensional or multidimensional. Consumer innovativeness as an alternative predictor of PEB becomes an opportunity for researchers to explore in further research. The gap theory of consumer innovativeness arises with the existence of several different theoretical standpoints that explain consumer innovativeness. Keywords: Pro-Environmental Behavior , sustainability consumer behavior, PEB, antecedents pro-environment behavior, Consumer Innovativeness PermaLink | Plain Format | Corresponding Author (Rini Kuswati)

171	ABS-364	Marketing Management
ONLINE REVIEW BY BEAUTY VLOGGER AND ITS IMPACT ON BUYING INTEREST Heny Hendrayati; Nisha Celya Noorfadila; Marchela Indah Atrisia; Rahmy Karimah Syahidah; Mochamad Achyarsyah Universitas Pendidikan Indonesia ChangAn University, China Northwestern Polytechical University, China Abstract Social media enables people to get information about a product easier. One of them is online review by beauty vlogger on social media Youtube. Purbasari became one of the local products that quite often become the object of material reviews by Indonesian beauty vlogger on Youtube. This study aims to find out Online Review by Beauty Vlogger, to know the buying interest of purple lipstick, and to know the effect of Online Review by beauty vlogger to buying interest. Therefore, the method used is descriptive and verification. The respondents are a hundred viewers of the purbasari lipstick review video. The sampling technique of this research is purposive sampling method where the criteria are women who know the Purbasari products and have watched Purbasari lipstick review video which reviewed by Indonesian beauty vlogger. The questionnaires are distributed through social media Line by using Google Form. The result of the research shows positive and significant influences of the Online Review on the buying interest. Keywords: Online Review, Beauty Vlogger, Buying Interest PermaLink | Plain Format | Corresponding Author (Heny Hendrayati)

172	ABS-115	Marketing Management
The Moderating Effect of Market Sensing Capability on relationship between Entrepreneurial Marketing and Marketing Performance (Study on SMEs food and beverage in West Java) Dadan Abdul Aziz Mubarok (a*), Ratih Hurriyati (b), Disman (b), Lili Adi Wibowo(b) a) Student of Doctoral Programme Universitas Pendidikan Indonesia Jalan Setiabudi Bandung *dadan.aziz.mubarok[at]student.upi.edu b) Sekolah Pasca Sarjana, Universitas Pendidikan Indonesia Abstract Background Marketing performance in SMEs describe the success of SMEs in implementing marketing strategies and programs. This condition is provide the role of entrepreneurial marketing as guidance of market inside out perspective for SMEs managers in taking advantage of unknown opportunities become more profitable. Several studies have described that SMEs often encounter difficulties in marketing, this is caused of SMEs difficult to conduct market sensing capability for utilization of market opportunities that affect to marketing implementation for obtained profits. Research Objectives To determine the effect of market sensing capabilities as moderation to entrepreneurial marketing and marketing performance. Survey conducted on 50 SMEs food and beverage sector with a simple random sampling technique. Data analysis using linear regression Finding Entrepreneurial marketing as a marketing activities guidance in SMEs affect toward marketing performance by market sensing capabilities as moderator variable. This is due to the SMEs manager in running their business activities are influenced by the ability to absorb the dynamics of changes in the marketing environment into a profitable opportunity. Keywords: Market Sensing Capability, Entrepreneurial Marketing, Marketing Performance, SMEs PermaLink | Plain Format | Corresponding Author (Dadan Abdul Aziz Mubarok)

173	ABS-118	Marketing Management
The Factors that Constitute Service Quality of PDAM Sukabumi Ikeu Kania, Ike Rahmawati, Ujuh juhana Garut University, Universitas Muhammadiyah Sukabumi Abstract The citizen of Sukabumi city as drinking water customers complain that Sukabumi Municipal Drinking Water Company (PDAM) service is not yet optimal. This study aims to confirm the factors that constitute service quality of PDAM Sukabumi from perspective of customer (citizen) By using a quantitative approach, the survey was conducted toward Sukabumi City PDAM customers. A total of 120 respondents were selected by simple random sampling method which then analysed using confirmatory factor analysis. Variable of service quality consist of tangible, reliability, responsiveness, assurance and empathy, was developed become 31 indicators. The results showed that from 31 indicators tested, 4 factors formed as factor that form service quality of PDAM Sukabumi. These factors namely accuracy (eigen score 10.671), courtesy (eigenvalues 2.021), response speed (eigen score of 1.646) and technological proficiency (eigen score of 1.333). Keywords: service quality, confirmatory factor analysis, PDAM Sukabumi Keywords: service quality, confirmatory factor analysis, PDAM Sukabumi PermaLink | Plain Format | Corresponding Author (Ikeu Kania)

174	ABS-124	Marketing Management
THE ROLE OF BRAND EQUITY ON THE DECISION IN CHOOSING A UNIVERSITY FOR NEW MIDDLE CLASS STUDENTS Asep M Ramdan, Agus Rahayu, Ratih Hurriyati, Mokh. Adib Sultan Universitas Pendidikan Indonesia Abstract The purpose of this study is to find out the description of Brand Equity Dimensions and Decision of new middle class students in choosing university and how big the effect of Brand Equity Dimensions on new middle class students decision in choosing a university. Research methods used are descriptive and explanatory research. Data collection was conducted through questionnaires to 100 new students of 20 departments. The results of the study showed that the new middle class students have a good understanding for the brand of university, the new students are very concerned about the parts of the brand of a university so it forms an emotional bond between university and students, simultaneously known that brand equity significantly influence the decision students in choosing a university, while partially from 4 (four) dimensions two of which do not significantly influence the students decision in choosing a university, the two dimensions are brand awareness and quality perception Keywords: Brand equity, Brand Awareness, Brand Associations, Quality Perceptions, Brand Loyalty, purchasing decisions, middle-class PermaLink | Plain Format | Corresponding Author (Asep Muhamad Ramdan)

175	ABS-126	Marketing Management
Dynamic Marketing Capabilities and Company Performance: Marketing Regression Analysis on SMEs in Indonesian Ari Riswanto, Ratih Huriyati, Lili Adi Wobowo, Heni Hendrayani Sekolah Pascasarjana Doktor Ilmu Manajemen Universitas Pendidikan Indonesia Bandung, Indonesia aririswanto[at]upi.edu Abstract Since a few years ago, the thinking associated with dynamic planting became one of the most interesting in reading science management, the challenges of various studies proving the manifestations of theoretical studies. Now, one of the most important issues is the role of marketing function in the development of dynamic capability concept, even at the moment there is a new term in marketing that is "dynamic marketing capabilities." This is interesting, as some previous studies have conducted assessments related to building dynamic marketing capabilities (DMC). A key part of dynamic marketing capability is basically aimed at improving company performance. The main problem that exists in developing and apart from advancing the company that is often a constraint is the poor quality or performance of the marketing department. This study will test the dynamic marketing capability (DMC) with the companys performance in the marketing department, which is done on some small and medium enterprises (SMEs) in Indonesia as one of the developing countries. The results showed that there is a positive influence between the variables studied. Finally, the implications from this research for the marketing department should improve in terms of dynamic marketing capabilities (DMC) including strategic marketing capabilities, planning marketing capabilities and market knowledge capabilities. Keywords: Dynamic Marketing Capabilities, Company Performance, Regression Analysis, SMEs PermaLink | Plain Format | Corresponding Author (Ari Riswanto)

176	ABS-127	Marketing Management
Factors Influencing Consumers Online Purchase Intention: A Study among University Students in Indonesia Mohamad Saparudin (a*), Agus Rahayu (b), Ratih Hurriyati (b) a) Universitas Pendidikan Indonesia, Jl. Setiabudi 22 Bandung 40151 Indonesia b) Universitas Pendidikan Indonesia, Jl. Setiabudi 22 Bandung 40151 Indonesia Abstract The rapid growth of e commerce market in Indonesia is no doubt. With the number of internet users reaching the number 143.26 million people or about 54.68 % of the total population in Indonesia in 2017, the e commerce market becomes potential market for the future. Because of these significant numbers of users, it is important to understand factors affecting consumers purchase intention in online shopping. The previous study indicated that trust is considered a key factor affecting consumers purchasing intention. This study explores the influence of perceived risk and reputation on perceived trust and consumer purchase intention. The empirical result obtained in a sample of 152 users that had previously visited several online vendor websites indicated that online purchase intention is influenced positively by perceived risk and perceived trust, and Perceived trust is positively influenced by perceived risk and perceived reputation. Keywords: Purchase intention, Perceived trust, Perceived risk, Perceived reputation PermaLink | Plain Format | Corresponding Author (Mohamad Saparudin)

177	ABS-128	Marketing Management
CUSTOMERS EMOTIONAL BOND EFFECTS OF CUSTOMER LOYALTY ON CROSS INDUSTRY Abdul Karim Hisyam Jaelani Universitas Pendidikan Indonesia Abstract Keywords: PermaLink | Plain Format | Corresponding Author (Abdul Karim Hisyam Jaelani)

178	ABS-134	Marketing Management
IS E-SERVICE QUALITY REQUIRED TO DEVELOP CUSTOMER SATISFACTION (CASE STUDY : GRAB INDONESIA IN BANDUNG) Ceppy Trian Sudrajat, and Moch. Adib Sutan Universitas Pendidikan Indonesia, Jl. Setiabudhi No. 229 Bandung 40154 Abstract Online transporatation service, a disruption phenomenon in Indonesia. Grab Indonesia as one of company provides online transportation tries to maintain its service to be positive, so that customer will stay choose online transportation as main option. Customer satisfaction is one of the most important thing in online transportation business to survive. One of factor that effect customer satisfaction is e-service quality. E-service quality gives positive towards customer satisfaction. Respondent in this research are Grab bike customer in Bandung. Metods conducted in this research is descriptive survey. Hypothesis in this research is there is a positive effect of e-service quality towards customer satisfaction. To measure te e-service quality effect towards customer satisfaction regression analysis is conducted. The research result is that there is a positive effect of e-service quality towards customer satisfaction. Grab Indonesia should optimalize and directed e-service quality to get customer satisfaction. Keywords: e-service quality, customer satisfaction PermaLink | Plain Format | Corresponding Author (ceppy trian sudrajat)

179	ABS-139	Marketing Management
INFLUENCE OF TRUST ON ONLINE SHOPPING IN PREDICTING PURCHASE INTENTION Putri Permatasari, Dr. Dien Mardhiyah, SE., M.S Universitas Airlangga Abstract The user of internet in Indonesia grows quickly nowadays. The growth of the internet user creates an online shopping itself. Todays popularity of social media becomes a chance to do a business activity all over the world, including Indonesia. One of the most popular online commerce media to do the business is Instagram. Risks on doing online shopping could decrease consumers trust. Therefore, trust is the most important aspect in online shopping. This research aims to analyze the effect of trust in the platform of Instagram to familiarity, information seeking and purchase intention. Data collected through questionnaires that given to respondents who have an Instagram account and have never purchase any fashion product from online shop in Instagram. Respondents that used to analyze the hypotheses were 201 persons. The results of this research show that trust has an effect to purchase intention and information seeking, information seeking has an effect to purchase intention and familiarity, and familiarity has an effect to purchase intention. Keywords: social commerce, trust, information seeking, familiarity, purchase intention PermaLink | Plain Format | Corresponding Author (Dien Mardhiyah, SE., M.Si)

180	ABS-141	Marketing Management
The Dark Side Of Life Insurance Salesperson In Achieving Sales Targets: Ethics Problems Ayunda Nirmala, Gancar C Premananto Magister Management Airlangga University Abstract In this study, the researcher wanted to know more about what unethical things the marketer did, and also what consideration factors make marketers unethical, and how far the supervisor knows the unethical actions performed by marketers. The research method used is qualitative approach with snawball sampling technique. Thematic analysis is used as the basis for qualitative research analysis. The researchers also used inter-research triangulation techniques and theories as a technique to check the validity of data. The findings based on 8 marketer informants and 1 informant supervisor are unethical actions conducted by marketers Misrepresentation, Premium Payment, Churning, Pooling, Discrediting competitors, Discount / Indocument, Premium Deposit Delivery, Account Opening and Policy Insurance without Customers Knowledge, Falsifying Customers Data Information, Misappropriation of Customers Fund, "Suicide", Faking Signature in Form that Forgot, and Forging Customers Signature. The unethical actions performed by these marketers can be categorized into several indicators, namely the applicable special regulatory indicators, legal indicators, cultural indicators and ethical indicators of each business actor. In addition, the factors affecting marketers to perform such unethical actions are due to factors of need for money, obligations to meet sales targets and work environment culture. Keywords: Sales person, Ethics, Insurance PermaLink | Plain Format | Corresponding Author (Gancar Candra Premananto)

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