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121	Marketing	ABS-41
INVESTIGATING THE RELATIONSHIP BETWEEN CUSTOMERS MOTIVATION TO CONSUME CRETIVOXS SOCIAL MEDIA CONTENTS AND CUSTOMER BRAND ENGAGEMENT AND ITS EFFECT ON CUSTOMER-BASED BRAND EQUITY TOWARD CRETIVOX Made Dwi Pradnyani Dewi- Nurrani Kusumawati, M.S.M Institut Teknologi bandung Abstract Social media usage includes connecting with relatives, filling their spare time, reading news, and finding entertaining content. Many accounts provide content to fulfill that. Cretivox is one of the accounts that provide its audience with entertainment and lifestyle content as digital media. Even though they provide one of the most popular social media usage reasons, their performance, shown by their customer brand engagement, is decreasing on all social media platforms. Therefore, this research aims to investigate the media consumption motives that influence the customer brand engagement toward Cretivox and find the effects of customer brand engagement on customer-based brand equity toward Cretivox. Theories used are uses and gratification theory, customer brand engagement theory, and customer-based brand equity by David Aaker. A quantitative online survey was conducted with 206 respondents aged between 18 to 24, who follow one of Cretivox social media and live in Jabodetabek or Bandung. Furthermore, the data were analyzed using the PLS-SEM method with the Smart PLS application. The results show that utility, entertainment, and pass time motives have a positive significant influence on customer brand engagement. Whereas entertainment, as Cretivox main purpose in the content making, only has a partial mediating effect for utility and pass time motive to customer brand engagement with complementary mediation. Hereafter, customer brand engagement has a positive significant effect on all customer-based brand equity dimensions (brand loyalty, brand awareness, perceived quality, and brand association). With these results, this study can help Cretivox to enhance their content ideas and future marketing strategies. Keywords: Cretivox, Uses and Gratification Theory, Media Consumption Motives, Customer Brand Engagement, Customer-Based Brand Equity, Social Media. Share Link | Plain Format | Corresponding Author (Made Dwi Pradnyani Dewi)

122	Marketing	ABS-62
The Influence of Luxury Brand Image, Perceived Price, and Perceived Product Quality on Purchase Intention (Study on iPhone Brand) Nikolaus Kevin Kristovano Aryawijaya, Annie Susanto International Class of Management and Accounting Program, Faculty of Economics and Business, Universitas Kristen Satya Wacana - Salatiga Abstract iPhone is well-known as a high-end and high-price product, which leads to having a much higher price compared to the other brands of smartphones. iPhone^s worldwide sales have been in first or second place for more than 4 years, from January 2018 to June 2022. However, iPhone has been on rank 5 in the top-five list of best-selling smartphones in Indonesia. On one side, there has been some common perception among Indonesian youngsters that iPhone is a cool & exclusive luxurious brand having good performance and durability. On the other side, there is the fact that the iPhone price is also very high. This study examined the partial influence of luxury brand image, perceived price, and perceived product quality on purchase intention among young generations in Indonesia. Primary data was gathered using Google form online survey. Generation Y and Z were the population and the samples were chosen using the non-probability sampling technique. The respondents consisted of 103 young people from several different areas in Indonesia, who were non-users of iPhones. The responses were then analyzed using Statistical Package for Social Sciences (SPSS). The results showed that only perceived price has a significant influence on purchase intention, while both luxury brand image and perceived quality do not have a significant influence on purchase intention. Keywords: luxury brand image- perceived price- perceived quality- purchase intention Share Link | Plain Format | Corresponding Author (Annie Susanto)

123	Marketing	ABS-65
Consumer Response Model for Luxury Brands #Yossie Rossanty, Endang Sulistya Rini, Beby Karina Fawzeea Sembiring, Amlys Syahputra Silalahi Doctoral Program in Management Science Faculty of Economics and Business Universitas Sumatera Utara, Medan, North Sumatera, Indonesia #Corresponding Author : yosunpab[at]gmail.com endang.sulistya[at]usu.ac.id beby[at]usu.ac.id amlys.silalahi[at]gmail.com Abstract Even while the Covid-19 epidemic has affected the marketing of goods and services, this has not deterred people from purchasing luxury brands. Brand owners that wish to reach a large number of customers via social media marketing, including engaging and transacting on virtual platforms, have also discovered this. Social media marketing will assist customers in selecting things without their needing to physically visit the business. It must be acknowledged that purchasing things, particularly luxury items, demands accuracy . Hence, brand owning corporations require their own marketing strategies. For instance, product photographs must be realistic so that they resemble actual items. Product specifics must be expanded upon and, most significantly, brand involvement must be increased. If customer participation in the brand is correctly achieved, then consumer reaction will be good and luxury brand sales will grow. This research is to assess marketing efforts on social media and luxury brand participation in relation to customer reactions when engaging and transacting on virtual platforms. The study will be done using a quantitative methodology using SEM-PLS for data analysis. Collecting data by non-probability sampling and sampling via purposive sampling, as well as defining the sample based on the total multiplication of data collecting instruments via online surveys. It is anticipated that the empirical contribution of this study will contribute to the advancement of science, particularly on the issue of consumer responses to marketing activities on social media. Keywords: Marketing activities on social media, Luxury brands, Consumer Brand Engagement, Consumer Response Share Link | Plain Format | Corresponding Author (Yossie Rossanty)

124	Marketing	ABS-67
Social Commerce Interactive Engagement Models for Gen Z 1*Pipit Buana Sari, 2 Paham Ginting, 3 Arlina Nurbaity Lubis and 4 Syafrizal Helmi Situmorang Faculty of Economic and Business Universitas Sumatera Utara, Medan, Indonesia *Corresponding author Abstract In Indonesia, the COVID-19 epidemic has altered consumer behavior. The governments physical distance strategy has led to the closure of non-essential physical stores. Consequently, e-commerce platforms, such as online marketplaces, website, and social media, have become viable alternatives for offline retailers. Social networking is used by the e-commerce sector. In the middle of a global epidemic, it is believed that the social commerce idea, which combines social and business activity, is a timely invention. Human connection is the primary factor influencing client purchase decisions in social commerce. The surge in social commerce is partly attributable to the improved development of progressive digital infrastructure in Indonesia, the emergence of digitally savvy millennial and generation z, and the increased digital penetration outside of metropolitan regions. This research aimed to investigate and evaluate the social commerce interaction engagement process configuration. This study was qualitative in nature. The research will use a closed questionnaire derived from the relevant literature. using convenience sampling with a concentration on generation z. Using SEM, all data will be examined. The empirical results are anticipated to address the two study topics listed below. Initially, how to arrange social commerce interactions inside the brand community was unclear. How successful is the participation of social commerce interactions in the brand community brand experience process? Literature, such as summaries, implications, theoretical and practical contributions, and the study limitations, will be used to support the discussion of the empirical data. Keywords: Keywords: Social commerce, social interactive engagement, online brand experience, Brand community Share Link | Plain Format | Corresponding Author (Pipit Buana Sari)

125	Marketing	ABS-68
Customer Resource Integration in Virtual Brand Communities: Conceptual Framework Muhammad Dharma Tuah Putra Nasution, Endang Sulistya Rini, Beby Karina Fawzeea Sembiring and Amlys Syahputra Silalahi Doctoral Program in Management Science Faculty of Economics and Business Universitas Sumatera Utara, Medan, Indonesia Muhammad Dharma Tuah Putra Nasution dharmatuah[at]gmail.com *Corresponding author: Dr. Endang Sulistya Rini, SE., M.Si, endang.sulistya[at]usu.ac.id Dr. Beby Karina Fawzeea Sembiring, SE.,M,Si beby[at]usu.ac.id Dr. Amlys Syahputra Silalahi, SE., M.Si amlys.silalahi[at]gmail.com Abstract Although social media has been recognized to facilitate collaborative value creation, there are differences in perspectives on how to understand the process of integrating customer resources into the brand community on social media. To understand this perspective in depth, this study considers it necessary to identify the process of integration in virtual brand communities. Therefore, the purpose of this study is to explore and analyze the configuration of the resource integration process in the brand community on social media. Quantitative deductive analysis will be applied to this study. The proposed study utilized closed-ended questionnaires adopted from the relevant literature to confirm the measured instruments for analysis of descriptive and inferential statistics. It is anticipated that empirical data will address the following two research questions: First, how to configure the process of integrating customer resources into the virtual brand community on social media. Second, the effectiveness of customer interaction during the integration process into the virtual brand community and the discussion of the empirical results will be supported by previous studies, followed by a conclusion, implications, and theoretical and practical contributions. Keywords: Resource integration, Mutually beneficial interaction, Social media brand community, Customer social participation Share Link | Plain Format | Corresponding Author (Muhammad Dharma Tuah Putra Nasution)

126	Marketing	ABS-71
Understanding the Trust of generations Y and Z on attitudes toward e-commerce websites Angga Febrian Faculty of Economics and Business Jalan Prof. Dr. Ir. Sumantri Brojonegoro, Gedong Meneng, Kec. Rajabasa, Kota Bandar Lampung, Lampung Abstract Trust plays an essential role in increasing purchase intentions on e-commerce websites. However, what needs to be considered is that there are differences in the behavior of generation Y and Z consumers which can be taken into consideration in influencing purchase intentions on e-commerce websites. This study aims to explain the consumer trust model of the two generations that can be used to increase consumer buying intentions in e-commerce. This study uses a quantitative approach with a survey method for Generation Y as many as 385 respondents and Generation Z 385 respondents. Analyzed with the structural equation modeling approach AMOS 24 through testing measurement models and structural models that can explain the research model. The findings illustrate that trust has a significant influence on the formation of attitudes towards generation Y and Z websites. However, there are differences in results when testing trust to purchase intention. Generation Y considers trust to directly increase purchase intention, while in Generation Z trust is not able to increase purchase intention. The role of attitude toward the website is needed in mediating the influence between trust and purchase intention. EWOM also has a role in strengthening the relationship between trust and attitude with purchase intention, it is essential to pay attention to EWOM in shaping consumer attitudes to make purchases on e-commerce websites. This research can also be used as empirical input for managers of e-commerce website service providers to maximize it, which has implications for increasing purchase intention. Keywords: Trust, Attitude toward website, Electronic word of mouth, purchase intention Share Link | Plain Format | Corresponding Author (Angga Febrian)

127	Marketing	ABS-102
THE ROLE OF DESTINATION SERVICE QUALITY IN INCREASING DESTINATION POSITIONAL ADVANTAGE AND DESTINATION REPATRONAZING INTENTION ON TOURISM NORTH SUMATRA Maulidina, Endang Sulistya Rini, Paham Ginting, Beby Karina F. Sembiring Doctoral Program in Management Science Faculty of Economic and Business Universitas Sumatera Utara, Medan, Indonesia *maulidinabachtiar[at]gmail.com, *Corresponding author: Dr. Endang Sulistya Rini, SE., M.Si, endang.sulistya[at]usu.ac.id Prof. Dr. Paham Ginting, MS. Dr. Beby Karina F. Sembiring, SE.,M,Si., beby[at]usu.ac.id Abstract The researcher^s purpose is to analyze the impact given by destination service quality ton destination positional advantage of tourist sites which will eventually provide increased destination repatronazing intention for tourist sites in North Sumatra. The respondents of this study are local tourists who have visited several tourist locations in North Sumatra. The number of respondents to this study was 110 people. Questionnaires were used to collect the perceptions of those respondents. Meanwhile, the data analysis technique uses SEM-PLS. The results of this study show that destination service quality is positive and significantly affects destination positional advantage and destination repatronazing intention. In addition, destination positional advantage has a significant indirect effect on destination service quality in influencing destination repatronazing intention. These results provide information that destination service quality and destination positional advantage are important factors to increase destination repatronazing intention in North Sumatra. This study did not group respondents by tourist location but collect into one large group of respondents. Therefore, the next study can group respondents according to tourist locations so that they cannot clearly know the tourist locations that need attention related to destination service quality and destination positional advantage. Keywords: Destination Service Quality- Destination Positional Advantage- Destination Repatronizing Intention- North Sumatra Tourism Share Link | Plain Format | Corresponding Author (Maulidina Maulidina)

128	Marketing	ABS-109
THE EFFECT OF SERVICE QUALITY AND SERVICE RECOVERY STRATEGIES ON INDUSTRIAL CUSTOMER SATISFACTION IN TEXTILE TRANSPORTATION Nursel AYKUT, Ayse AKYOL Istanbul Arel University Abstract The main purpose in textile transportation is to deliver the products to their destination more effectively than they are damaged and lose their properties. The margin of error is low in the textile and apparel industry, which is constantly changing rapidly. Businesses need to be able to meet changing customer demands in order to continue their existence in intense competition conditions. For this purpose, businesses need to make a difference by giving more importance to issues such as service quality and corporate image, which are important for customers, as well as service recovery strategies, the importance of which has begun to be understood in recent years. In the literature, it is emphasized that compensation strategies applied by businesses after customer complaints affect customers^ perceptions of service quality and corporate image. From this point of view, in this study, it is aimed to determine the effect of each of the service recovery strategies applied in the service sector on the service quality perceptions and corporate image perceptions of the customers. Within the scope of this study, it is a descriptive research. A questionnaire was used as a data collection tool. The questions in the questionnaire presented to the participants were created with scales that were previously prepared in the light of scientific methods and whose validity and reliability were seen. The data collected with the questionnaire form were analyzed using quantitative analysis methods. The main body of the study consists of industrial customers working with companies engaged in textile transportation. As the sample size of the study, industrial customers of companies engaged in textile transportation in the Southeastern Anatolia region were considered. Keywords: Textile, Textile Transportation, Service Quality, Service Recovery Strategies Share Link | Plain Format | Corresponding Author (Prof. Ayse AKYOL)

129	Tourism	ABS-128
Sustainable Tourism Management Based on Halal Tourism for Improvement Bangkalan Original Income Moch Wispandono- Faidal- Woro Utari University of Trunojoyo Madura Abstract Management of halal tourism-based tourism on the island of Madura, especially in Bangkalan Regency, can open a wider way for increasing local revenue (PAD) given the trend of increasing the number of local and foreign tourists and the religious and religious characteristics of the Madurese community. One concept of tourism development that is quite successful today is related to the development of halal tourism which is carried out together including ^building with the community^ so that tourism development can provide economic benefits to the local community. The purpose of this study is focused on analyzing the problems and potentials of natural tourism villages as a reference for making a sustainable tourism management strategy model based on halal tourism that is suitable for Bangkalan district. This study uses a qualitative research approach. The use of a qualitative approach with this phenomenological method is related to specific aspects of the focus of the subject to be studied where to find out the condition of the problem based on the formation of an understanding bound by related theories and the researcher^s interpretation of the facts of the study. The results of this study indicate that in managing sustainable tourism by taking into account the problems and potential of tourist villages that can be developed to increase PAD is through tri-patriate cooperation between the government, the community, and entrepreneurs. The existence of this collaboration is a model of a sustainable tourism management strategy that is a hope for the government and the community to improve the economy and economic activity. In addition, recommendations that can be given are the need for support for rules/regulations related to tourist villages that need to be managed in a transparent and easy-to-understand manner, assistance related to capacity building of Pokdarwis as an efficient and sustainable tourism village manager, support for strengthening capital and increasing act Keywords: Sustainable Tourism, Tourism Village, Halal Tourism, Original Income, tripartite cooperation Share Link | Plain Format | Corresponding Author (Wispandono Moch)

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