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181	ABS-142	Marketing Management
EXPLORATION OF LUDRUK AS POTENTIAL ICON IN INDONESIA SHOW BUSINESS FOR MILLENIAL GENERATION Gancar Candra Premananto and Muhammad Ikhwan Master of Management Faculty of Economics and Business Airlangga University Abstract The purpose of the research is to understand why Ludruk as a traditional cultural art is not in demand by young, millennial generations. And further can give suggestions how to make Ludruk become world show icon in Surabaya. The qualitative approach was conducted in this research. The results of the study was the inability of managers and artists to produce and features ludruk products art that meet consumers expectation caused by reluctance of ludruk artists itself to develop and improve existing art products. Paradoxes of creativity identified in this research. Showing that even Ludruk is part of creative industry and need higher improvisation, but the senior player feel reluctant to innovate the show.It need support of government and CSR from private company to helps them. Keywords: traditional performance, creative industry, paradox of creativity PermaLink | Plain Format | Corresponding Author (Gancar Candra Premananto)

182	ABS-145	Marketing Management
Does TV Ads Really Ignored by Customer? Rini Kuswati (a*), Bernardinus M. Purwanto (b) a) Universitas Muhammadiyah Surakarta, Jl. A Yani 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 The behavior of avoiding advertising is an interesting area to be examined. The massif progress of internet marketing has changing the conventional advertising strategy that mostly used television media to switch in online advertising media. This study examines whether television ads that have been shifted by online advertising have really been ignored by consumers? Base on Time orientation theory which states that an individual spends his or her time purpossively depending upon whether time orientation in past, present, or future. Refers to that, this study analyses the behavior of avoiding TV advertising. Strategy research in this study is positivism paradigm with quantitative or deductive approach. Method of analysis using Structural Equation Modeling, with 220 respondents in urban area of Surakarta, Central Java, Indonesia. The findings of this study indicate that consumers with a future time orientation can still enjoy television advertising. So, online marketing does not change the conventional marketing advertising strategy in all lines of advertising media. Keywords: Time Orientation theory, TV Ads, avoiding Tv Ads Behavior and SEM PermaLink | Plain Format | Corresponding Author (Rini Kuswati)

183	ABS-146	Marketing Management
Influence of Endorser Credibility, Brand Credibility, Brand Equity to Purchase Intention in Online Shopping: Instagram Phenomenon ZULFIKAR AGUSTIANSYAH, DIEN MARDHIYAH Universitas Airlangga Abstract The growing number of social media users in Indonesia is increasing every year. Acording e-Marketer market research institutes, in 2017 there are approximately 82 million people in Indonesia who use social media at least once a month. This number increased from the number of 72.3 million users in 2015 ago. That means more than one third of Indonesian people are people who are fond of using social media. One of the popular online social media applications today is Instagram. Instagram is the most used social networking app (82 %), followed by Facebook (66 %) and Path (49 %) (Mastel and APJII, 2016). Increasing users of Instagram applications create new trends of credible endorsers triggering brand purchase intention. The purpose of this study was to analyze the influence of endorser credibility and other factors to purchase intention on Instagram. Other factors were brand credibility and brand equity This study used quantitative online survey approach. There were 211 respondents, who have active in using social media Instagram and knowing Indonesian artist named Raffi Ahmad, that used to analize hypotheses. The data testing technique used is SEM AMOS. The results showed that brand credibility and brand equity positively affected to purchase intention; brand credibility positively affected to brand equity; and endorser credibility positively affected to brand credibility. While the endorser credibility didnt affected to brand equity and purchase intention. Keywords: endorser credibility, brand credibility, brand equity, purchase intention, Instagram PermaLink | Plain Format | Corresponding Author (Dien Mardhiyah, SE., M.Si)

184	ABS-148	Marketing Management
THE INFLUENCE OF RECOMMENDATION AND INFORMATION CREDIBILITY TO CONSUMER REGRET OF PURCHASE DECISION (STUDY ON CHINA HANDPHONE CONSUMER IN SURABAYA) Adrianto Trimarjono & Kristiningsih Wijaya Kusuma Surabaya University Abstract ABSTRACT As an economy societies, consumers assumed that they would optimize their transaction results, however in the fact it would be difficult to realized. According to Simon (2001) theory, bounded rationality , asserts that human rationality is limited. Humans have limited cognition in processing information for decision making. Based on the theory of bounded rationality is assumed that many consumer decisions potentially not optimal. According to Zeelenberg and Pieters (2007) every time people make the wrong decision will have implications on the emergence of regret. One or two frequent remorse frequencies experienced by consumers may be overcome through an emotional regulatory system, but if hundreds and even thousands of regret sensations arise, the human emotion regulation system can not run optimally. In theory of regret, consumers who get recommendation with those that do not get recommendation will have different influences in bring up level regret post taking decision. Consumers who get recommendation assumed that they have responsibility more low compared with consumers who do not get recommendation (Umaya, 2015) This research will test recommendation and information credibility or source information to the regret. This Research aim is to test the influence of credibility information and recommendation to regret through consumer decision purchase. This research is quantitative research with causal approach. This studies do on consumer Chinese hand phone product who get a medium aggressive promoted from some China hand phone brands in the period of research. The China hand phone brands are : Oppo, Huawei, Lenovo, Vivo and Xiaomi. Respondents selected with use purposive sampling technique. For test hypothesis research used multiple regression analysis. The Results of this research show that credibility information and recommendation take a significant effect to consumer purchase decision on China hand phone. But purchase decision not take a significant effect to consumer regret, so purchase decision would not be a variable that mediate between credibility information and recommendation to consumer regret on consumer purchase decision on China hand phone . Keywords: information credibility, recommendation , purchase decision , consumer regret PermaLink | Plain Format | Corresponding Author (kristiningsih -)

185	ABS-161	Marketing Management
QUALITY OF HALAL TOURISM DESTINATION : AN EMPHIRICAL SURVEY TO MOSLEM FOREIGN TOURIST IN BANDUNG Sumaryadi, Ratih Hurriyati, Vanessa Gaffar, Lili Adi Wibowo INDONESIAN EDUCATION UNIVERSITY Abstract Bandung is one of the main destinations of West Java in developing halal tourism. Bandung has become one of preffered destination for moslem foreign tourist in West Java especially for Malaysia market, besides others foreign market as well. The purpose of this research is to measure the quality of halal tourism destination in relation with tourists satisfaction. This research is a market research with moslem foreign tourists who travel to Bandung as a respondent. Data collection is done through spreading the questionnaires at exit point and tourist attractions of moslem foreign tourists in Bandung. Exogenous variables used in this research are physical product, packages, programs, and people with tourists satisfaction as an endogenous variable. Moderating variable used in this research, is islamic attributes. The analysis used is moderation regression analysis (MRA). The results provide strong support to the notion that quality of halal tourism destination products significantly influences moslem foreign tourists satisfaction and Islamic attributes variable contributes to moderate quality of halal tourism destination to moslem foreign tourists satisfaction. This perspective provides an indepth knowledge of moslem tourist behaviour as a basic concept in determining perceived quality. This research will contribute to the new model of national thematic tourist destinations development. The value of this research is that it identifies the quality of tourism destInation in moslem foreign tourists perspective. This will increase the number and variety of research on halal tourim destination and moslem tourist behavior which still a few. Keywords: halal tourism destination, quality of halal tourism product, moslem tourist behaviour PermaLink | Plain Format | Corresponding Author (Sumaryadi -)

186	ABS-166	Marketing Management
Influence of Social Media Marketing (SMM) on Attitude and Intention to Use Sustainable Transportation Kania Widyatami, Ratih Hurriyati Universitas Pendidikan Indonesia Abstract Rapid increase on the use of private motor vehicles has caused various transportation problems affecting the economic, environmental, and social aspect of Bandung City. In order to tackle the problem, peoples desire to utilize alternative modes of transportation should be cultivated. In light of a growing interest in the use of social media marketing (SMM), this study was conducted to see the influence of SMM on attitude and intention to use more efficient and eco friendly modes of transport such as public transportation, bicycle, and walking. A questionnaire survey was conducted to the followers of Bandung Eco Transports Instagram account. The outcome of the study provides insight on how SMM affects individuals attitude and intention to decrease the use of private motor vehicles. Keywords: Social Media Marketing, Attitude, Intention, Theory of Planned Behavior, Sustainable Transportation PermaLink | Plain Format | Corresponding Author (Kania Widyatami)

187	ABS-169	Marketing Management
OPTIMALIZATION OF TOURISM PRODUCTS TOWARDS DESTINATION IMAGE OF BANDUNG (STUDY ON TOURISM DESTINATION IN WEST BANDUNG REGENCY) Andar Danova L. Goeltom, Ratih Hurriyati, Lili Adi Wibowo Universitas Pendidikan Indonesia Abstract OPTIMALIZATION OF TOURISM PRODUCTS TOWARDS DESTINATION IMAGE OF BANDUNG (STUDY ON TOURISM DESTINATION IN WEST BANDUNG REGENCY) By: Andar Danova L. Goeltom, Ratih Hurriyati, Lili Adi Wibowo ABSTRACT This study aims to find and analyze the mix of tourism products and destination image in Bandung as well as the influence of tourism product mix towards to the image of Bandung destinations, study on the Tourism Destinatin in West Bandung regency. The research method used is explanatory research on 150 tourists who visited the tourist destination in West Bandung by accidental by using Pearson Product Moment correlation analysis. The results showed that the tourism product mix conducted by the management of the tourist destination in West Bandung has been done well. Tourism Product Mix is implemented through Pyhsical Product, People, Packages, and Programs approach. Furthermore, the image of the Destination is measured through 3 dimensional images ie; Cognitive Image, Unique Image and Affective Image. Tourists give recommendations to other parties about the destination destination in West Bandung regency, telling positive things and encouraging and influencing other parties to visit the the relevant tourist destination. The results of continuing research indicate that there is influence between the mix of tourism products with the image of Bandung destinations. Keywords: Product Mix, Destination Image Keywords: Product mix, Destination image PermaLink | Plain Format | Corresponding Author (Andar Danova Goeltom)

188	ABS-170	Marketing Management
Service Quality, Satisfaction, Switching Cost, Innovativeness towards Switching Intention on Consumer of non-paid television Daeng Mahfuji Sucipto S.M.; Prof. Badri Munir Sukoco Ph.D; Taufiq Ramadhan S.M. Airlangga University Abstract Keywords: Switching Behaviour, Switching Intention, Service Quality, Satisfaction, Innovativeness, Switching Cost, Television PermaLink | Plain Format | Corresponding Author (Taufiq Ramadhan)

189	ABS-178	Marketing Management
The Influence of Promotion Mix on Consumer Buying Decision : A Study of Bestari Brands Dodol Garut Producer Intan Tenisia Prawita Sari, Tinneke Hermina, Wati Susilawati Management Department, Economic Faculty- Universitas Garut, Garut, Indonesia Abstract In coping a tight competition, many companies apply promotion mix as the right marketing strategy in order to be able to control the market share and compete with other companies with similar products. The aim of the study was to evaluate the influence of promotion mix on consumer buying decision. For conducting research, descriptive associative research technique was designed and sample that used was 30 people. Furthermore, data analysis and hypothesis testing using multiple linear regression analysis. The results showed that promotion mix have an positive effect on consumer buying decision on Dodol Garut of Bestari Brands. Then, Public Relation is the highest variable on Promotion Mix. While, Post-Purchase Behavior is the best variable on consumer buying decision Keywords: promotion mix, consumer buying decision, dodol garut PermaLink | Plain Format | Corresponding Author (Intan Tenisia Prawita Sari)

190	ABS-181	Marketing Management
The Influence of Brand Personality Dimension on Brand Equity P. Dewi Dirgantari, M. Permatasari, L. Adiwibowo & H. Mulyadi Universitas Pendidikan Indonesia Abstract This study aims to obtain the findings of the influence of brand personality dimension to brand equity. The type of research used is descriptive and verificative. The method used is explanatory survey with sample technique of Tabachnick and Fidell counted 98 respondents. The results of this study indicate that companies in the cosmetic industry should increase aggressiveness in brand personality to improve brand equity. Keywords: Brand Personality, Brand Equity PermaLink | Plain Format | Corresponding Author (Puspo Dewi Dirgantari)

191	ABS-185	Marketing Management
Consumers Purchase Intention Towards Halal Detergent in Jakarta Euis Saribanon(1), Ratih Hurriyati (2), Agus Rahayu (3), Moch.Adib Sultan (4) Universitas Pendidikan Indonesia Jl. Setiabudhi No.229, Isola, Sukasari, Isola, Sukasari, Kota Bandung, Jawa Barat 40154 Abstract The purpose of the study is to analyze the consumers intention to purchase halal detergent, in this case Indonesian women, and to seek the most dominant factor affecting the consumers intention. The study was based on the theory of planned behavior. The data was taken from the questionnaire using Likert scale and was spread to 50 respondents using purposive sampling technique in some areas in Jakarta. The respondents were women who knew about halal detergent. This study uses variance based Structural Equation Modelling (SEM) with Smart Partial Least Square (PLS) 3 software. There are three intention factors which are attitude, subjective norm and perception of controlling behavior that have positive effect to consumers intention to purchase halal detergent. Keywords: consumers intention; halal detergent; theory of planned behavior PermaLink | Plain Format | Corresponding Author (Euis Saribanon)

192	ABS-186	Marketing Management
Model of Memorable Tourism Experience, Destination Image, and Value of Tourists to Revisit Intention (Survey on Istano Basa Pagaruyung in West Sumatera) Verinita and F. Yola Department of Management Faculty of Economics Univeritas Andalas Abstract This study aims to analyze the linkage model of memorable tourism experience, destination image and the val-ue of tourists towards the revisit intention on cultural tourism destination namely Istano Basa Pagaruyung in West Sumatera. The type of this research is explanatory research. Samples in this study are 160 domestic tour-ists who have visited Istano Basa Pagaruyung at least one visit. Sampling technique with purposive sampling method with cross sectional time scope. Data were analyzed using Structural Equation Modeling (SEM) using SmartPLS version 2.0. The results showed that the variables memorable tourism experience significantly influ-ence the destination image. Memorable tourism experience affect the value of tourists. Destination image sig-nificantly influences the value of tourists. The variable of the value of the tourists has a significant effect on the revisit intention, and the destination image has no effect on the revisit intention. These findings imply that the destination image should be enhanced by building the reputation of Istano Basa Pagaruyung as a unique cultural destination and creating comfort and security. Keywords: memorable tourism experience, destination image, value of tourists , revisit intention, cultural tourism destina-tion PermaLink | Plain Format | Corresponding Author (HAFIZ RAHMAN)

193	ABS-188	Marketing Management
The Influence of Economy Experience with Pine and Gilmore Concept on Customer Satisfaction (Survey of Transmart Consumers in Padang City) Y.P. Gubta & Verinita Department of Management Faculty of Economics UNiversitas Andalas Abstract This study aims to analyze how education experience, entertainment experience, esthetic experience, and ex-perience escapism affect customer satisfaction on Transmart consumers in Padang City. The sample of this re-search is people who ever come to Transmart Padang City at least once and has been at least 17 years old, re-spondents who participated in this study amounted to 170 people, whereas respondents who meet the criteria of this study only 120 people. Sampling technique used is non probability sampling with purposive sampling method. Management of research data is done by using Statistical Package for Social Science (SPSS) version 22 software. The result of the research shows that the education experience does not significantly affect the customer satisfaction, whereas the greater or enhanced education experience will not affect the customer satis-faction level of Transmart Padang City, while entertainment experience, esthetic experience, and escapism ex-perience have a significant effect on customer satisfaction, where the greater or more enhanced entertainment experience, esthetic experience, and escapism experience, the higher the customer satisfaction of Transmart Padang City. Keywords: experience economy, education experience, entertainment experience, esthetic experience, escapism experi-ence, customer satisfaction PermaLink | Plain Format | Corresponding Author (HAFIZ RAHMAN)

194	ABS-189	Marketing Management
The Co-operative Enterprise Member loyalty and The Factors that Determine it Rizal Ramdan Padmakusumah Padjadjaran University, Bandung, Jawa Barat, Indonesia Abstract The paper aims to know the shape of member loyalty on co-operative and to identificate the factors that determine it. The approach used in this paper is descriptive analysis. The descriptive analysis conducted is study of various literature such as journals (international and local), seminars proceeding (international and local), unpublished research, textbooks, regulations and legislations. Through this paper we can know that the member loyalty can be seen from to aspects namely participative contribution dan incentive contribution. The factors that determine the member loyalty are member satisfaction, member value, service quality, relationship marketing and loyalty program. This paper will useful as a reference for co-operative stakeholders to better understanding of member loyalty and how to manage it well. Keywords: Customer loyalty (member loyalty), Co-operative enterprise (co-operative) PermaLink | Plain Format | Corresponding Author (Rizal Ramdan Padmakusumah)

195	ABS-191	Marketing Management
The Usage of Digital Marketing Channels in Micro Small and Medium Enterprise (Study in Bandung District) Marheni Eka Saputri & Nia Kurniasih Telkom University Institute Technology Bandung Abstract Micro Small Medium Enterprise or MSMEs has become the backbone of the Indonesian and ASEAN economies. Approximately 88.8% until 99.9% form of business in ASEAN is MSMEs with labor absorption reach 51.7% until 97.2%. MSMEs in Indonesia have a proportion of 99.99% of the total entrepreneurs or 56.54 million units. Therefore, cooperation for the development and resilience of MSMEs should take precedence. Today, businesses are beginning to shift by using digital technology. Every single process of business is related to social media, internet, and application based. That is why Today MSMEs should begin to adopt digital technology because the market is already shifted towards there. From internet user data displayed that Internet Users in Indonesia of 82 million active users is certainly a very potential market to be consumers. The problems in this research are the switch of marketing trends from conventional (offline) to digital (online), the number of business actors especially MSMEs that utilize digital marketing is not proportional to the number of Internet users growth, and there are a lot of MSMEs who does not understand how to do digital marketing by utilizing social networking. The purpose of this study is to provide insights into the digital marketing, and examines the factors that influence the adoption and use of digital marketing channels in MSMEs. Research method used in this research is a method of collecting data and analyzing data and combining quantitative and qualitative approaches through several phases of the research process. The results of this study, can generally be explained that the use of IT among MSMEs in Bandung District has been relatively popular in terms of the ability of the business actors operate computers and in terms of accessing the internet. But when viewed from the use of computers and the Internet to support the management or management of their MSMEs on generally relatively low. The results of this study also very clearly illustrate that the level of education of MSMEs is highly correlated with their ability to utilize IT as supporting facilities for management of MSMEs Keywords: MSMEs, Digital Marketing, Business, Small Business PermaLink | Plain Format | Corresponding Author (Marheni Eka Saputri)

196	ABS-192	Marketing Management
Experiential Marketing: a Review of Relationship to the Customer Satisfaction in Online Transportation (Study in Gojek Indonesia) Marheni Eka Saputri; Nia Kurniasih; Yuni Artha Sinaga Telkom University, Institute Technology Bandung; Telkom University Abstract Gojek is an online transportation service that helps community to handle the transportation need within the congestion situation. The founder Nadiem Makarim made GoJek as the tagline An Ojek for Every Need which are: Instant Courier, Transport and Shopping. So there you have it, an ojek for every need. Gojek provides a different experience for consumers when using the services of Ojek online. The customer only have to downloaded the application. It was super easy to sign up, the customer just need to provide their name, phone numer, email and password. Gojek using Experiential Marketing as its best value. Experiential Marketing creates an impression for consumers. Providing the unique experience that matches the customers mind is important. Good or positive experience will result the customer satisfaction and the customer who satisfied will using the services again even being a loyal customer. Gojek stimulates the five senses of the consumer by giving the sense of a unique experience to the consumer such as the color of Gojek attribute using green jacket and green helmet. Ride carefully and respond quickly at the time are the feel that received by the customer. Gojek customers will think that Gojek provides many services such as Go-transport, Go-instancurier (Go-box), Go-food, and customers can easily make transactions or order the service. Customers can also download apps from iOS or PlayStore for each smartphone and android gadget. From these applications customers can directly perform all transactions in accordance with customer needs. The drivers of Gojek also provided facilities in the form of smartphones to be able to conduct transactions to customers. So as to quickly respond to customer requests / orders, this is the action given by Gojek to make customer satisfaction. It combines all the dimensions of sense, feel, think, act that will relate feelings and experiences between company, drivers and customers. This study aims to determine Experiential Marketing in Gojek whether Sense, Feel, Think, Act and Relate Marketing are influence the customers satisfaction. This research uses multiple regression analysis technique. The type of research is quantitative research. Number of respondents in this study 400 respondents. The results obtained in this study indicate that Experiential Marketing in Gojek Indonesia simultaneously has significant effect to customer satisfaction. But in partially the variable who has significant effect to customer satisfaction only 4 variable such as Feel, Think, Act and Related, meanwhile Sense Marketing has no effect on customers satisfaction. Keywords: Experiential Marketing, Online Transportation, Gojek Indonesia, Customer Satisfaction PermaLink | Plain Format | Corresponding Author (Marheni Eka Saputri)

197	ABS-195	Marketing Management
Switching Behavior Generation Y from Television to YouTube Zhaniar Rossalia, Badri Munir Sukoco, Zuyyinna Choirunnisa Universitas Airlangga Abstract Conventional media such as television are beginning to be abandoned slowly. Many people have now switched watching television or listening to radio through conventional devices and streaming services like Netflix, Hulu, mobile devices, and web services such as YouTube. This study was conducted to understand the reason why Y generation in Surabaya was switching from conventional television to YouTube. This study used qualitative method that uses in-depth interviews by asking some questions as data techniques, using coding, and triangulator. This study involves informants as many as 32 people with 2 people as a triangulator. The results show that Y generation has rarely spent time watching conventional television and would rather spend time watching YouTube. There are three factors that cause the Y generation to move from television to YouTube, namely the existence of push factors, pull factors, and mooring factors. Push factors includes the dissatisfaction of television services, distrust, and unpractical services. Pull factor such as quality, trust, and practical provided by YouTube. And mooring factor are switching cost and variety seeking. Although generation Y says theyve rarely watched television and prefer watching YouTube, but television is not really abandoned by them. Some television programs such as news and sports broadcasting still make television the main choice of generation Y to watch the programs. Keywords: Y generation, TV, YouTube, switching behavior, push factor, pull factor, mooring factor. PermaLink | Plain Format | Corresponding Author (Zuyyinna Choirunnisa)

198	ABS-196	Marketing Management
The Effect of Product Knowledge on Attitude and Purchase Intention for Mudharaba Financing in Islamic Bank in Mataram Baiq Vidia Khairunnisa, Dr. Achsania Hendratmi, SE., M,si Faculty of Economics and Business, Airlangga University Jalan Airlangga No. 4-6, Surabaya 601115, Indonesia achsania.hendratmi[at]feb.unair.ac.id Abstract This study aims to determine the effect of product knowledge on attitude and purchase intention for mudharaba financing in Islamic bank in Mataram. This study uses a quantitative approach using the test path analysis. Sources of data in this study using the primary data that is questionnaire. The characteristics of the study population are customer of Islamic bank in Mataram who have business and not use mudharaba financing. The number of samples in this study were 250 respondents. The sampling technique that can be used is probability sampling with random sampling. Based on the results of the study, it is indicated that product knowledge significantly influences the attitude, product knowledge significantly influences the purchase intention, and attitudes significantly influence the purchase intention. The suggestions for Islamic Bank in Mataram is to use personal promotion about mudharaba financing and increase the service and facilities to improve the contumer intention. The suggestions for further researcher, can be done by adding the level of purchase knowledge and usage knowledge as eksogen variable and research can be done on other objects in the field of services such as BMT. Keywords: Product knowledge, attitudes, purchase intention of mudharaba financing PermaLink | Plain Format | Corresponding Author (Achsania Hendratmi)

199	ABS-201	Marketing Management
Redesign Ecommerce Banyuwangi Mall As Selling Media for SME Pending Puji Dwi Astuti, A. A. Gde Satia Utama Universitas Airlangga, Surabaya, Indonesia Abstract Banyuwangi became the main pioneer that provides facilities for sale of its SME products through integrated digital marketplace platform. Therefore, the purpose of this paper is to evaluation and redesign of e-commerce system at Banyuwangi Mall as a media for selling SME products in Banyuwangi. The approach used in this research is qualitative explorative approach with case study method from SME seller of goods product. The data collection procedure used in this research is interview, observation, and documentation. The theory used is Unified Theory of Acceptance and Use of Technology 2 (UTAUT2). The results of this study indicate that the SME highly accept the ecommerce Banyuwangi Mall with some suggestions to improve the system to be more efficient in its use. Then the researchers redesigned to facilitate the operation of the system for SME by considering its costs and benefits and its internal control. Keywords: Banyuwangi Mall, SME, UTAUT2, Redesign PermaLink | Plain Format | Corresponding Author (PENDING PUJI DWI ASTUTI)

200	ABS-206	Marketing Management
The Effect of Differentiation Strategy to Competitive Advantage Ratri Amelia Aisyah Department of Management Airlangga University Abstract This research examines the effect of Product, Service, and Image Differentiation Strategy Of Competitive Advantage. The objective is to determine how much the influence of the strategy of product differentiation, service differentiation and image differentiation on competitive advantage of one of the restaurant in Surabaya. This research is conducted in one of the restaurant in Surabaya. Research model uses questionnaire. The sampling technique uses accidental sampling with 157 respondents. The analytical method uses the method of multiple linear regression analysis, using the classic assumption test, hypothesis F test and t test. Then using the correlation calculations to determine how much the influence and the significance of product differentiation, service differentiation and image differentiation on competitive advantage. Keywords: product differentiation, service differentiation, image differentiation, Competitive Advantage PermaLink | Plain Format | Corresponding Author (Ratri Amelia Aisyah)

201	ABS-207	Marketing Management
customer relationship marketing performance in sharia banking L.Lisnawati, Devira Qibtiyah, Ratih Hurriyati Universitas Pendidikan Indonesia Abstract The decline of loyalty in some industries and impact on high competition. Each bank continuously improves its service quality in various aspects. Many things are very important to the decline of customer loyalty such as customer satisfaction, customer engagement, customer relationship management, customer trust, etc. One of them is by improving customer relationship management. Relationship marketing is a way how companies establish good relationships with their customers so that customers make repeat purchases in a sustainable manner. The dimension of customer relationship management is bonding, trust, communication, commitment, and satisfaction. The research method is descriptive and verifikatif research. By using data analysis technique of structural expression model Keywords: customer relationship management, sharia banking, customer loyalty PermaLink | Plain Format | Corresponding Author (Lisnawati Lisnawati)

202	ABS-211	Marketing Management
Factors Analysis Influence the Success of Popular Coffee Shops Based on Location and Marketing Factor in Banda Aceh City, Indonesia Suyanti Kasimin Department of Agribusiness, Faculty of Agriculture, University of Syiah Kuala, Banda Aceh 23111, Indonesia. Abstract An increasing number of consumers and high value of coffee marketing in various places of the word cause the number of coffee shops is increasing rapidly and become high food industry. This condition will increase business and job opportunity for the people in the poverty reduction programs. But increasing number of coffee shops will increase competition and make some coffee shops have a loss and slow development. On the contrary, some coffee shops can develop into popular coffee shops as well as success to expand their market share in Banda Aceh City, Indonesia. This research will analyze factors that influence the success of a coffee shop based on its location and marketing strategy factors like wide of the coffee shop, access the coffee shop, facility, interior and price. The success parameters of a coffee shop are the number of costumes and the profit level.The more visitors and profit level in the long-term, the more success is the coffee shop. The samples were taken from 10 popular coffee shops in Banda Aceh City on different location with 10 visitors of each coffee shop, so total samples were 100 visitors. This research used two analysis methods namely Descriptive and Doubled Regression Method Descriptive Method was used to the location of a coffee shop, consumers and coffee shops characteristic, and profit analysis of popular coffee shop business in Banda Aceh City. Doubled Regression Method was used on tied variables (number of visitors and profit level) to the free variables (location of the coffee shop, access to the coffee shop, wide, facility, interior and price) It is hoped that the question of the research will be answered by using the two mentioned analysis methods above. The result of the research shows that mostly the popular coffee shops locations are on the main street with much alternative access, over 200 square meters in width, with good interior and average 494 visitors per day. The highest number of visitors is in the coffee shop that located in the downtown, hotels and modern shopping centers. There are four factors that influence the number of visitors namely access. Wide of the coffee shop, interior and price, whereas there are three factors that influence the profit level namely wide of the coffee shop, interior and price. Price has a negative influence, meaning that price increase will decrease the number of the visitors and the profit level. Other marketing factors have a positive influence, so to increase the number of visitors and profit level in the long-term need to pay attention to the wide of the coffee shop, access, interior and reasonable price. Keywords: Success of a coffee shop, location of a coffee shop, marketing factors, and business opportunity. PermaLink | Plain Format | Corresponding Author (Suyanti Kasimin)

203	ABS-212	Marketing Management
DETERMINANTS OF CONSUMER PURCHASE INTENTION TOWARD LUXURY PRODUCT Masmira Kurniawati; Rixzy Ari Ramadhan Faculty of Economics and Business Universitas Airlangga Abstract The emergence of smartphones has become a trend in society. This resulted in increasingly fierce business competition against existing smartphone brands to compete for market share. There are many types of smartphones available on the market, including luxury smartphones. One of luxury smartphone brands that are in demand is the iPhone series. According to IDC (International Data Corporation) iPhone has been the top smartphone that managed to break the record of most shipments. The purpose of this study is to determine the effect of luxury brand perception, social influence, vanity and materialism to consumer purchase intentions on iPhone series products. Questionnaires are distributed to 244 respondents and data are analyzed using Partial Least Square (PLS). The findings of this study indicate that the perception of luxury brand and materialism affect the purchase intention of consumers, while the social influence and vanity has no effect on purchase intention. In addition, it was found that vanity does not have a moderating effect on the relationship between luxury brand perceptions and social influences on purchase intention. Keywords: luxury brand perception, social influence, vanity, materialism, purchase intention PermaLink | Plain Format | Corresponding Author (Masmira Kurniawati)

204	ABS-213	Marketing Management
ANALYSIS OF DIRECT PREMIUM INFLUENCE ON BRAND ATTITUDES AND CONSUMER BUYING INTENTIONS Masmira Kurniawati; Tutut Widianto Faculty of Economics and Business Universitas Airlangga Abstract Competition in automotive industries, particularly in diesel-fueled MPV (Multi Purpose Vehicle) category, is getting higher. This condition requires every company in the automotive industry to intensify their efforts in order to promote their sales volume. Isuzu is one of them. Panther is one of product from Isuzu that is classified into diesel-fueled MPV categories. In order to increase its sales, Isuzu use sales promotion technique in the form of direct premium. Direct premium itself consists of two categories: fit and non fit with the core product. Direct premium is applied in order to create a positive attitude towards the brand that will ultimately affect consumer purchase intention. This study aims to determine whether there are differences in consumer attitudes toward brand and purchase intention on the application of direct premium fit and non-fit with the core product (Isuzu Panther) and also test whether the attitude toward brand (Isuzu) affects consumer purchase intention on product (Isuzu Panther). This research was conducted using experimental design that focuses on testing hypothesis using One Way ANOVA and simple linear regression using SPSS 21. The results of this study found that in the case of direct premium applied, there are differences in attitude toward brand and consumer purchase intention. Attitude toward brand in the case of direct fit is higher than non fit (Sig = 0.004; Mean fit: 5,634; Mean non fit: 4,950). Consumer purchase intention in direct fit is higher than non fit (Sig = 0.015; Mean fit: 5.312; Mean non fit: 4575). It is also found that attitude toward brand has positive significant influence on consumer purchase intention (sig = 0.000). Keywords: Sales Promotion, Direct Premium, Attitude toward Brand, Purchase Intention PermaLink | Plain Format | Corresponding Author (Masmira Kurniawati)

205	ABS-216	Marketing Management
STIMULUS OF SOCIAL MEDIA INSTAGRAM; THE INFLUENCE OF ELECTRONIC WORD OF MOUTH TOWARDS VISITING INTEREST IN THE LODGE MARIBAYA THROUGH TRUST AS MEDIATION VARIABLE (STUDY ON INSTAGRAM USERS IN BANDUNG) Arry Widodo,Rennyta Yusiana, Fildzah Nur Aqmarina Business Administration, Faculty of Communication and Business, University of Telkom Abstract The advent of the internet brings many advantages, where technology can be enjoyed by almost all communities without any limitations and difficulties. The growth of the internet to accomplish by the increasing number of users of social media and social media business. One of them is Instagram social media, where there are great opportunities in doing promotion. This study aims to determine the interest of visiting Maribaya Lodge in the city of Bandung. This research is a quantitative research. The research method used is a descriptive method - causal. The sampling technique used is nonprobability sampling with incidental sampling type. Data collection was done by distributing questionnaires to 150 respondents who are interested and know The Lodge Maribaya. Data analysis technique used is path analyst. From the result of research got a result that variable of Electronic Word of Mouth partially influences to Trust. Based on Test T Trust partially positive effect on Visiting Interest. It can be concluded that the Electronic Word of Mouth has a positive and significant impact on the Trust at The Maribaya Lodge. Trust directly influences interest in visiting The Lodge Maribaya. The indirect influence between the Electronic Word of Mouth variables on Trusted Trusted Visibility has a significant positive effect and has a large role. Electronic Word of Mouth has a significant effect on Visiting Interest at The Lodge Maribaya Keywords: Electronic Word of Mouth, Trust, Visitor Interest. PermaLink | Plain Format | Corresponding Author (Arry Widodo)

206	ABS-217	Marketing Management
Factors Influencing Normative Community Pressure in Brand Community: A Study of Young Entrepreneur Community of Bank Mandiri 1) Lindiawati; 2) Indrianawati Usman; 3) Sri Wahyuni Astuti 1) (STIE Perbanas Surabaya; Doctorate Student in Management of Airlangga University) 2) Airlangga University 3) Airlangga University Abstract Brand community has been extensively built and developed by either the companies or the customers voluntarily. These two conditions with different perspective hold different purposes. For the companies, brand community is considered an effective marketing strategy which is expected to achieve customer brand engagement. Anyhow, often companies focus more on the purposes of the brand community, but do not realize the policies, rules, or traditions firstly created as norms in order to lead the way the community members perceive and act. Often norms become pressures for the brand community members causing them are reluctant to engage the brand. This study develops a model of normative community pressure that is affected by both brand community identification and inter-member relationship quality, that is previously affected by brand relationship quality. The empirical analysis derives primary data of young entrepreneurship community created by one of the big five banks in Indonesia quantitatively analyzed using Structural Equation Modeling. The result helps explain the effective brand community Keywords: Brand Community, Normative Community Pressure, Brand Engagement, relationship quality, Bank PermaLink | Plain Format | Corresponding Author (Lindiawati -)

207	ABS-221	Marketing Management
Smartphone Operating Systems Based on Consumer Perceptions in West Java Elvira Azis, Mochamad Malik Akbar Rohandi and Yasir Fachruddin Telkom University and Universitas Islam Bandung Abstract Consumer being confused with a lot of options when buying smartphone with high tech operating system (OS) and special specification. Now smartphones available with different brands and types, base on OS such as Android, iOS, Windows Phone, and Blackberry. The purpose of this study is to determine the positioning of the smartphone OS based on the perception of consumers in West Java and know the best judgment from consumer in attribute such as design, durability, product features, brand, social influence and price. This research use descriptive method to compare the four brands of operating systems. The Multidimensional Scaling use for mapping position of the OS with 6 perceptual attribute, the number of respondents was 503 respondents using bernoulli with 5% of error. According to customer perception attribute, the iOS in the first position on design, brand and social influence. For Android the first position in durability, product features and price. Keywords: Positioning, operating systems, multidimensional scaling, perception, smart phone PermaLink | Plain Format | Corresponding Author (Elvira Azis)

208	ABS-222	Marketing Management
The Influence of Product Development on the Intention of Buy Nokia Smartphone Products and Feature Phone Nokia 3310 Anton Budi Santoso & Shinta Oktafien Faculty of Business & Management, Widyatama University, Bandung Abstract This study is aims to determine description of product development and purchase intentions of Nokia Smartphone products and Feature Phone Nokia 3310, and to what extent the influence of product development and purchase intentions of Nokia Smartphone products and Feature Phone Nokia 3310. The research method used is a survey method and type of research is associative research. The data were collected through the questionnaire distribution to the diploma students (D3) majoring Management study program class of 2015 with a total sample of 30 people as respondents. Based on the research result, it is known that there is no significant or significant influence between product development with the intention to buy Nokia Smartphone products and Feature Phone Nokia 3310. Keywords: Product Development, Purchase Intentions PermaLink | Plain Format | Corresponding Author (Anton Budi Santoso)

209	ABS-229	Marketing Management
MARKETING PERFORMANCE EVALUATION OF PURUN AGROINDUSTRY AS PEATLAND FRIENDLY COMODITIES IN SOUTH SUMATERA PROVINCE INDONESIA Dessy Adriani1, Elisa Wildayana1, Yulius1, Nurilla Elysa Putri1, Idham Alamsyah1, Maryanah Hamzah1, Maryadi1, Melati Andarini2 1 Researcher/Lecturer of Agriculture Faculty, Unversitas Sriwijaya 2 Researcher Assistence of of Agriculture Faculty, Unversitas Sriwijaya Coresponding Author: dessyadriani[at]fp.unsri.ac.id. Abstract Reseachs related to purun crafting development should be encourage for peatland sustainability. For long time, purun crafting was marketed traditionally only to traders who already have bonding to the crafters. The objectives of research were (1) to evaluate the differences between performance and importance of marketing actors, and (2) to design the plan of purun marketing model. This research was conducted in Pedamaran Area, Ogan Homering Ilir, South Sumatera on September 2017. The result showed the performance go marketing of purun agroindustry has not yet all have a level of performance thats corresponds to the importance of all marketing actor. There are gaps between performance and importance of marketing performance for : commitment in cooperation, profit, sales, price, information and skill improvement. The plan of purun marketing model are building cooperation institution formally, improving input for increasing benefit, introducing electronic commerce. Keywords: marketing performances, evaluation, purun, peatland, indonesia PermaLink | Plain Format | Corresponding Author (Dessy Adriani)

210	ABS-237	Marketing Management
THE ROLE OF PERSONAL INNOVATIVENESS ON ONLINE PURCHASING BEHAVIOR AMONG INDONESIAN CONSUMERS Citra Kusuma Dewi (a)(b), Zurina Mohaidin (b) a) School of Communication and Business, Telkom University, Bandung 40257, Indonesia (b) Graduate School of Business, Universiti Sains Malaysia, 11800 USM Pulau Pinang, Malaysia Abstract The development of digital technology has the potential to transform all aspects in life. Nowadays, Indonesian consumers are more digital and connected, they do online activities as their daily habits, and rapidly adopt online channels for their purchasing journey. As more and more consumers in Indonesia who are more demanding, informed, smarter and innovative. Consumers of this kind are experienced with the internet to make comparison about prices and product ranges with offline based stores and also prone to seek information about a product before buying it. Innovativeness is considered as a key driving factor of technological acceptance, which means that online purchasing behavior is positively influenced by the level of user innovation. Therefore, the aim of this study is to examine and investigate the role of personal innovation on online purchasing behavior among Indonesian Consumers. Keywords: Personal Innovativeness; UTAUT; Online Purchasing; Indonesia PermaLink | Plain Format | Corresponding Author (Citra Kusuma Dewi)

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