Jurnal Pariwisata Bisnis Digital dan Manajemen
Jurnal Pariwisata, Bisnis Digital dan Manajemen adalah jurnal yang diterbitkan oleh Lembaga Penelitian dan Pengabdian Masyarakat Universitas Nusa Mandiri, Indonesia. Jurnal Pariwisata, Bisnis Digital dan Manajemen yang memiliki akronim JASDIM, merupakan jurnal yang diperuntukan dalam bidang keilmuan ekonomi dan bisnis yang mencakup terkait pengetahuan dan wawasan pengembangan manajemen dan bisnis khususnya di Indonesia. Adapun kajian keilmuan artikel pada Jurnal Pariwisata, Bisnis Digital dan Manajemen diantaranya diperuntukan untuk bidang ilmu manajemen, bisnis digital dan pariwisata atau perhotelan. Tujuan utama pada jurnal ini yaitu sebagai wadah penyebarluasan artikel ilmiah dibidang Ekonomi dan Bisnis yang bersifat terbuka untuk mahasiswa, peneliti ataupun akademisi baik dilingkungan internal Universitas Nusa Mandiri dan juga eksternal Universitas Nusa Mandiri. Jurnal Pariwisata, Bisnis Digital dan Manajemen diterbitkan oleh LPPM Universitas Nusa Mandiri menggunakan dua bahasa yaitu bahasa Indonesia dan bahasa bahasa Inggris dengan memiliki P-ISSN : 2964-2094 dan E-ISSN: 2964-4607 , Jurnal Pariwisata, Bisnis Digital dan Manajemen telah terindeks oleh Google Scholar dan GARUDA (Garba Rujukan Digital). serta terbit sebanyak 2 kali dalam 1 tahun pada bulan Mei dan bulan November.
EVALUASI KESIAPAN HOMESTAY DI DESA WAE LOLOS, KABUPATEN MANGGARAI BARAT
Homestay memainkan peran penting sebagai produk dalam pariwisata pedesaan. Sering kali, masyarakat belum siap untuk mengelola homestay. Desa Wae Lolos merupakan desa wisata yang banyak dikunjungi wisatawan, sehingga memiliki potensi permintaan terhadap layanan homestay. Adapun tujuan penelitian ini ialah untuk menilai kesiapan homestay di Desa Wae Lolos. Pemilihan sampel dilakukan dengan metode purposive sampling. Pengumpulan data dilakukan dengan observasi langsung dan wawancara. Data kualitatif dianalisis dengan tiga tahap, yaitu mengidentifikasi data, mengelompokkan data, dan menggabungkan kategori daftar periksa sesuai dengan Peraturan Menteri Pariwisata dan Ekonomi Kreatif Republik Indonesia. Hasil penelitian menunjukkan bahwa lima rumah yang diproyeksikan menjadi homestay di Desa Wae Lolos telah siap dari aspek produk. Namun demikian, seluruh rumah yang diteliti masih memerlukan perbaikan fasilitas untuk kenyamanan wisatawan, seperti tempat sampah dan kotak P3K. Kesimpulan penelitian ini adalah terdapat dua faktor yang memengaruhi kesiapan pemilik rumah: pertama, pemilik rumah yang tinggal di rumah yang diproyeksikan sebagai homestay; kedua, belum adanya kunjungan wisatawan yang konsisten dan menginap di Desa Wae Lolos. Kondisi ini menunjukkan fasilitas homestay difokuskan pada aspek fungsional. Penelitian ini masih memiliki beberapa keterbatasan, khususnya jumlah rumah yang relatif kecil sebagai sampel. Berdasarkan keterbatasan tersebut, peneliti mendorong studi lanjutan untuk melibatkan lebih banyak pemilik homestay. Selanjutnya, metode kuantitatif dapat digunakan dalam penelitian berikutnya untuk mengukur kepuasan wisatawan terhadap layanan homestay di Desa Wae Lolos.
Copyright (c) 2026 Roseven Rudiyanto, Laurensius Sandrio, Septian Hutagalung, Marius Yosef Seran, Irna K. J. Kaban http://creativecommons.org/licenses/by-nc/4.0
MANAJEMEN RISIKO DALAM MENINGKATKAN KEPERCAYAAN PELANGGAN PADA BISNIS TRAVEL (STUDI KASUS KALA TOUR)
Bisnis travel merupakan salah satu industri pariwisata yang rentan terhadap risiko dan ketidakpastian. Kala Tour memiliki beberapa paket wisata unggulan yang diminati pelanggan, seperti eksplorasi kampus, family gathering, live in, dan tourism explore camp. Namun, perkembangan digitalisasi serta meningkatnya ekspektasi pelanggan menyebabkan risiko pada industri travel semakin kompleks. Penelitian ini bertujuan untuk menganalisis manajemen risiko dalam meningkatkan kepercayaan pelanggan pada bisnis travel Kala Tour. Penelitian menggunakan pendekatan deskriptif kualitatif dengan teknik pengumpulan data melalui observasi, wawancara mendalam, dan studi dokumentasi. Analisis data dilakukan menggunakan model Miles dan Huberman melalui tahapan reduksi data, penyajian data, dan penarikan kesimpulan. Adapun alat analisis manajemen risiko yang digunakan adalah risk assessment berbasis likelihood dan impact. Hasil penelitian menunjukkan bahwa risiko pasar pada R1 dan R2 berdampak pada transparansi informasi serta ketidakpastian harga paket wisata, sedangkan risiko operasional pada R12 dan R13 berdampak pada ketidaksesuaian pengalaman wisata dan munculnya pengalaman negatif pelanggan terhadap layanan travel. Oleh karena itu, diperlukan strategi mitigasi risiko yang tepat untuk menjaga kepercayaan pelanggan dan keberlanjutan bisnis.
Copyright (c) 2026 Aditya Sugih Setiawan, Rima Pratiwi Batubara, Wildan Rizky Rahadian http://creativecommons.org/licenses/by-nc/4.0
EVALUASI EFEKTIVITAS PROMOSI DIGITAL TERHADAP MINAT PENGUNJUNG DI ARBOTERUM NYARU MENTENG
Perkembangan teknologi digital mendorong sektor pariwisata memanfaatkan media sosial sebagai sarana promosi yang efektif untuk meningkatkan minat kunjungan wisatawan. Namun, penelitian mengenai promosi digital pada destinasi wisata berbasis konservasi masih relatif terbatas, karena sebagian besar penelitian sebelumnya lebih berfokus pada wisata perkotaan dan destinasi komersial. Kondisi ini menjadi penting untuk dikaji, terutama pada Arboretum Nyaru Menteng sebagai destinasi wisata konservasi di Kalimantan Tengah yang mengalami penurunan kunjungan pascapandemi Covid-19. Penelitian ini bertujuan untuk mengevaluasi efektivitas promosi digital terhadap minat pengunjung di Arboretum Nyaru Menteng. Penelitian menggunakan pendekatan kualitatif deskriptif dengan teknik pengumpulan data melalui wawancara dan observasi. Informan penelitian terdiri atas satu orang pengelola dan empat orang pengunjung yang mengetahui destinasi melalui media sosial. Hasil penelitian menunjukkan bahwa promosi digital melalui Instagram mampu membangun ketertarikan awal pengunjung melalui konten visual yang menarik. Namun, efektivitas promosi belum optimal karena masih terdapat keterbatasan pada frekuensi audiens saat promosi, kelengkapan informasi, serta interaksi dengan audiens. Penelitian ini memberikan kontribusi dalam pengembangan kajian promosi digital pada wisata berbasis konservasi, khususnya di wilayah nonperkotaan, serta menjadi referensi praktis bagi pengelola wisata dalam merancang strategi promosi digital yang lebih informatif, interaktif, dan berkelanjutan untuk meningkatkan minat kunjungan wisatawan.
Copyright (c) 2026 Lala Martina Anugrahni, Elsae Elsae, Laura Natalia http://creativecommons.org/licenses/by-nc/4.0
INTEGRASI PERENCANAAN ANGGARAN DAN STRATEGI BRANDING DALAM PENGEMBANGAN PARIWISATA BERKELANJUTAN DI KABUPATEN GIANYAR
Sektor pariwisata memainkan peran penting dalam mendorong pertumbuhan ekonomi di seluruh wilayah, khususnya di Kabupaten Gianyar, Bali, yang dikenal sebagai salah satu destinasi wisata unggulan. Meskipun demikian, pengembangan pariwisata masih menghadapi banyak tantangan karena strategi branding dan perencanaan anggaran destinasi wisata dilakukan secara terpisah, sehingga pengelolaan pariwisata tidak dapat dilaksanakan secara optimal dan berkelanjutan. Tujuan penelitian ini adalah untuk mengkaji strategi anggaran, strategi branding destinasi, dan hubungan antara keduanya dalam mendorong pengembangan pariwisata di Gianyar. Metode yang digunakan dalam penelitian ini adalah Systematic Literature Review (SLR), yang meliputi tahapan pengumpulan, pemilihan, evaluasi, dan sintesis literatur yang relevan. Analisis dilakukan secara kualitatif menggunakan kerangka POAC (Planning, Organizing, Actuating, Controlling). Temuan studi menunjukkan bahwa penelitian sebelumnya lebih berfokus pada aspek branding dan anggaran. Perencanaan anggaran tidak selalu digunakan untuk mendukung branding destinasi, sementara strategi branding digital masih memiliki tantangan dukungan pembiayaan yang berkelanjutan. Penelitian ini menghasilkan Model Manajemen Integratif Pariwisata Berkelanjutan yang mengintegrasikan digital branding, perencanaan anggaran, kolaborasi stakeholder, dan pemantauan berbasis data ke dalam satu sistem pengelolaan. ​Diharapkan model ini dapat meningkatkan efektivitas pengelolaan destinasi wisata, meningkatkan daya saing daerah, dan memperbaiki kondisi ekonomi, sosial, dan lingkungan di seluruh wilayah tersebut.
Zahra Auryn Cintany Anaka Puspita Cahyono
Copyright (c) 2026 Aulia Fitri Ramadani, Ahmad Dwi Rifani, Zahra Auryn Cintany Anaka Puspita Cahyono, Sri Ayu Nurul Fadilah, Meirinawati Meirinawati, Trenda Aktiva Oktariyanda http://creativecommons.org/licenses/by-nc/4.0
MEDIASI BRAND IMAGE PADA SOCIAL MEDIA MARKETING DAN INFLUENCER MARKETING TERHADAP PEMILIHAN KAMPUS
Perkembangan media sosial telah mendorong perguruan tinggi untuk mengadopsi strategi pemasaran digital dalam menarik minat calon mahasiswa. Social media marketing activity dan influencer marketing menjadi dua pendekatan utama yang digunakan untuk membangun citra institusi dan memengaruhi keputusan memilih kampus, khususnya di kalangan Generasi Z. Penelitian ini bertujuan untuk menganalisis pengaruh social media marketing activity dan influencer marketing terhadap keputusan memilih kampus dengan brand image sebagai variabel mediasi. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei terhadap 118 mahasiswa semester 1 yang berkuliah di perguruan tinggi di Kalimantan Barat. Teknik pengambilan sampel menggunakan purposive sampling. Data dianalisis menggunakan Partial Least Squares–Structural Equation Modeling (PLS-SEM) untuk menguji hubungan antar variabel laten secara simultan. Hasil penelitian menunjukkan bahwa social media marketing activity dan influencer marketing berpengaruh positif dan signifikan terhadap brand image. Selain itu, brand image berpengaruh positif dan signifikan terhadap keputusan memilih kampus. Temuan juga menunjukkan bahwa brand image berperan sebagai variabel mediasi yang signifikan dalam hubungan antara social media marketing activity dan influencer marketing terhadap keputusan memilih kampus. Penelitian ini memberikan implikasi praktis bagi pengelola perguruan tinggi dalam merancang strategi pemasaran digital yang efektif melalui optimalisasi konten media sosial dan pemanfaatan influencer guna membangun citra institusi yang kuat serta meningkatkan daya tarik kampus di tengah persaingan pendidikan tinggi.
Copyright (c) 2026 Nurmalasari Nurmalasari, Latifah Latifah http://creativecommons.org/licenses/by-nc/4.0
PENGARUH AGROWISATA TERHADAP DAYA SERAP TENAGA KERJA LOKAL DI DESA SINDANG PANJANG
Pengembangan sektor agrowisata menjadi salah satu strategi pembangunan daerah yang mampu meningkatkan aktivitas ekonomi masyarakat pedesaan melalui penciptaan lapangan kerja baru. Penelitian ini bertujuan untuk mengetahui pengaruh Agrowisata Tanjung Sakti terhadap daya serap tenaga kerja lokal di Desa Sindang Panjang, Tanjung Sakti, Kabupaten Lahat. Penelitian menggunakan pendekatan kuantitatif dengan metode asosiatif yang melibatkan 30 tenaga kerja lokal sebagai responden menggunakan teknik sampel jenuh. Analisis data dilakukan menggunakan uji validitas, reliabilitas, normalitas, linearitas, regresi linear sederhana, dan koefisien determinasi (R²) dengan bantuan SPSS. Hasil penelitian menunjukkan bahwa agrowisata berpengaruh signifikan terhadap daya serap tenaga kerja lokal dengan nilai t sebesar 6,911 dan signifikansi <0,001. Nilai koefisien determinasi (R²) sebesar 0,630 menunjukkan bahwa agrowisata memberikan kontribusi sebesar 63% terhadap daya serap tenaga kerja lokal. Penelitian ini menegaskan bahwa pengembangan agrowisata mampu meningkatkan kesempatan kerja, peluang usaha, dan kesejahteraan masyarakat lokal di Desa Sindang Panjang.
Copyright (c) 2026 Lia Puspita Sari, Azizah Husin, Aswasulasikin Aswasulasikin, Shomedran Shomedran http://creativecommons.org/licenses/by-nc/4.0
PENGARUH DIGITAL STORYTELLING DAN KUALITAS INTERPRESTASI PAMERAN TERHADAP KEPUASAN PENGUNJUNG PADA MUSEUM ULLEN SENTALU YOGYAKARTA
Digital storytelling berperan sangat penting dalam menyampaikan pesan secara kuat dengan membuat audiens membangun pengalaman emosionalnya . Teknologi digital membuat digital storytelling dikemas dengan kombinasi multimedia interaktif yang dapat meningkatkan pengunjung museum. Tidak adanya ketertarikan pengunjung museum dengan berbagai pesan seni yang disampaikan maka akan menurunkan minat mengunjungi. Tujuan penelitian untuk mengetahui dampak akan digital storytelling dan kualitas interpretasi pameran terhadap kepuasan pengunjung. Objek penelitian di museum Ullen Sentalu. Metode dengan pendekatan kuantitatif menggunakan purposive sampling 60 sampel pengunjung museum. Hipotesis dilakukan pengujian uji validitas, uji reliabilitas, uji asumsi klasik , regresi linier berganda serta uji t. Hasil uji determinasi diperoleh 76% kepuasan pengunjung di pengaruhi digital story telling dan kualitas interpretasi pameran. Hasil uji t didapat kedua variabel independent pada digital story telling dan kualitas interpretasi pameran berdampak terhadap kepuasan pengunjung. Diperoleh kesimpulan digital story telling berpengaruh pada kepuasan pengunjung museum. Pada variabel kualitas interprestasi pameran juga berpengaruh terhadap kepuasan pengunjung. Penelitian berimpilkasi pada museum Ullen Sentalu lebih berkreatif dan berkreasi dalam menyajikan dan memamerkan warisan budaya.
Copyright (c) 2026 Yusminar Wahyuningsih, Rina Milyati Yuniastuti, Jhon Nasyaroeka, Cahyani Pratisti http://creativecommons.org/licenses/by-nc/4.0
ANALISIS KEPUASAN PENGUNJUNG TERHADAP FASILITAS DAN PELAYANAN TAKMIR MASJID AR-RAHMAN KOTA BLITAR
Kepuasan pengunjung merupakan faktor penting dalam menjaga kualitas dan keberlanjutan destinasi pariwisata religi. Penelitian ini menganalisis kepuasan pengunjung terhadap fasilitas religius dan pelayanan takmir di Masjid Ar-Rahman sebagai destinasi wisata religi berbasis masjid nonkomersial. Penelitian menggunakan pendekatan deskriptif kuantitatif dengan data survei skala Likert dari 100 responden yang dipilih melalui teknik accidental sampling. Data dianalisis menggunakan statistik deskriptif. Hasil penelitian menunjukkan bahwa tingkat kepuasan terhadap fasilitas berada pada kategori sangat tinggi (M = 4,62), terutama pada aspek kebersihan dan kenyamanan ruang sholat serta ketersediaan perlengkapan ibadah. Sementara itu, kepuasan terhadap pelayanan takmir tergolong tinggi (M = 3,90), dengan aspek keramahan dan sikap membantu memperoleh nilai tertinggi, sedangkan kejelasan informasi dan kecepatan respons masih perlu ditingkatkan. Temuan ini menunjukkan bahwa integrasi antara kualitas fasilitas fisik dan pelayanan interpersonal berperan penting dalam menciptakan kenyamanan serta pengalaman spiritual pengunjung wisata religi. Penelitian ini berkontribusi dalam pengembangan kajian wisata religi berbasis masjid, khususnya pada destinasi religi nonkomersial.
visitors’ satisfaction, religious tourism, , Masjid Ar-Rahman Blitar
Copyright (c) 2026 Muhammad Fikri Difatama Arviansyah, Moh Mansur, Dian Fadhilawati, Dwita Laksmita Rachmawati http://creativecommons.org/licenses/by-nc/4.0
ANALISIS STRATEGI PENINGKATAN KINERJA KARYAWAN RESTORAN DAN PEMANCINGAN DI LUBANA SENGKOL TANGERANG SELATAN
Kinerja karyawan, khususnya frontliner, merupakan faktor penting dalam industri pariwisata karena berhubungan langsung dengan tamu dan keberlanjutan perusahaan. Kinerja karyawan yang buruk dapat memengaruhi reputasi perusahaan serta berdampak negatif terhadap keberlangsungan usaha. Penelitian ini bertujuan untuk menganalisis strategi peningkatan kinerja karyawan restoran dan pemancingan di Lubana Sengkol Tangerang Selatan yang mengalami penurunan kinerja pada tahun 2024. Penelitian ini menggunakan pendekatan kualitatif dengan teknik pengumpulan data berupa wawancara semi terstruktur, observasi, dan dokumentasi. Wawancara dilakukan terhadap satu orang pengelola dan sepuluh karyawan yang dipilih menggunakan teknik purposive sampling. Analisis data dilakukan melalui tahapan pengumpulan data, reduksi data, penyajian data, dan penarikan kesimpulan. Hasil penelitian menunjukkan bahwa terdapat tiga strategi yang diterapkan oleh manajemen Lubana Sengkol untuk mengatasi penurunan kinerja, yaitu kepemimpinan yang tegas, pemberian penghargaan, dan penerapan sanksi. Ketiga strategi tersebut terbukti efektif dalam meningkatkan kinerja karyawan meskipun masih terdapat beberapa kendala dalam pelaksanaannya.
Copyright (c) 2026 Marchellino Fergie Sanjaya, Wiwik Nirmala Sari http://creativecommons.org/licenses/by-nc/4.0
PENERAPAN HYGIENE DAN SANITASI KITCHEN DI HOTEL X SAMARINDA (HOTEL BINTANG 4)
Food safety assurance is a must for developing the food processing industry in order to have good quality products, safe and suitable for consumption, very competitive economically, and according to consumer tastes, in addition one of the hotel's income is obtained from restaurants that provide food and drinks. The existence of restaurants is one of the hotel's efforts to improve the quality of service for consumers. The kitchen is one of the important aspects that must be considered to ensure the quality of a restaurant. One way to get quality products that needs to be considered is hygiene and sanitation in the kitchen. The purpose of this study is to find out whether Hotel X, one of the 4-star hotels (****) in Samarinda has implemented SOPs regarding existing hygiene and sanitation. This study is a descriptive study with observational data collection techniques for 6 months from January to June 2025 through the table of hygiene and sanitation procedures that apply in the hotel. The result is that there are still procedures that have not been implemented in the selection of food ingredients, namely insect-free, shelves are labeled for each type of ingredient and their placement is still less than 2 inches from the wall and labels to identify the depositor then in food processing it is left open which will trigger contamination and there are still equipment that is not in good and clean condition, even though in serving food all have been implemented. Food contaminated with bacteria can cause food poisoning whose symptoms can be mild to fatal and directly affect the quality, safety, and freshness of food products which in turn shape the hotel's reputation and guest trust.
Copyright (c) 2025 Naila Faradila http://creativecommons.org/licenses/by-nc/4.0
PENGARUH GAYA KEPEMIMPINAN DAN FASILITAS KERJA TERHADAP KEPUASAN KERJA PEGAWAI PUSAT PEMBERITAAN LPP RRI
This study was conducted on employees of the News Center of the Public Broadcasting Institution Radio Republik Indonesia (LPP RRI), which plays a strategic role in delivering information to the public. The purpose of this study was to examine the effect of leadership style and work facilities on employee job satisfaction. This research employed a quantitative approach with an associative research design. Data were collected through the distribution of questionnaires to 55 respondents selected using the Slovin formula from a total population of 112 employees. The data were analyzed using multiple linear regression with the assistance of SPSS version 29. The results show that leadership style has a significant effect on job satisfaction with a t-value of 5.780, while work facilities also have a significant effect with a t-value of 3.488. Simultaneously, both variables significantly affect job satisfaction with an F-value of 48.164. These findings confirm that improvements in leadership quality and the provision of adequate work facilities can have a positive impact on employee job satisfaction in the News Center of LPP RRI.
Copyright (c) 2025 Dwi Nur Rahayu, Imelda Sari http://creativecommons.org/licenses/by-nc/4.0
PENGARUH CITRA WISATA DAN DAYA TARIK TERHADAP KEPUTUSAN BERKUNJUNG PADA OBJEK WISATA VELANGKANNI MEDAN
Graha Maria Annai Velangkanni plays an important role as an icon of Medan City as well as a tourist destination that attracts visitors due to its historical value and beauty, contributing to the development of the local tourism industry. From January to April 2025, the number of tourist visits to this site fluctuated, which became the main focus of this study. Factors influencing tourists’ decisions to visit include tourism image and tourist attractions, considered key aspects in visitor preferences. This study aims to analyze the effect of tourism image and tourist attractions on the decision to visit Graha Maria Annai Velangkanni in Medan. The research employed a quantitative method, collecting primary data through survey questionnaires and literature review. Data analysis included validity and reliability tests, classical assumption tests, hypothesis testing using multiple linear regression, t-tests, F-tests, and calculation of the coefficient of determination (Adjusted R²) with a sample of 100 respondents. The results of the multiple linear regression showed a positive effect, with regression coefficients of 0.315 for tourism image and 0.845 for tourist attractions. The t-test results indicated t-values of 2.884 (p=0.005) for tourism image and 12.932 (p=0.001) for tourist attractions. The F-test produced an F-value of 100.429 with a significance of 0.001. These findings confirm that tourism image and tourist attractions have a positive and significant influence, both partially and simultaneously, on tourists’ decisions to visit Graha Maria Annai Velangkanni in Medan.
Copyright (c) 2025 Rosita Hileria Purba, Nursiah Nursiah http://creativecommons.org/licenses/by-nc/4.0
PENGARUH CITRA MEREK DAN DESAIN PRODUK TERHADAP KEPUTUSAN PEMBELIAN TAS WANITA DI KOTA DEPOK
The fashion industry has undergone substantial growth driven by evolving consumer preferences, wherein buyers increasingly prioritize not only product functionality but also aesthetic design and a strong brand image. This research seeks to examine how perceptions of brand identity and structural attributes of the product shape consumer buying behavior. decisions for women’s handbags in Depok City, offering scholarly contribution by assessing these variables both individually and collectively. The research employed a quantitative approach using non-probability targeted sampling, where information was obtained from individuals aligned with the predetermined qualifications related to handbag purchases. The findings reveal that 59.5% of purchasing decisions are explained by brand image and product design, with brand image contributing 3.496 and product design contributing 4.452, indicating that product design serves as the most influential determinant. These results underscore the importance for industry practitioners to prioritize design innovation aligned with prevailing market trends while simultaneously strengthening brand image to enhance consumer purchase decisions.
Copyright (c) 2025 Diajeng Wurikinasih, Instianti Elyana http://creativecommons.org/licenses/by-nc/4.0
PENGARUH CONTENT MARKETING PADA INSTAGRAM TERHADAP CUSTOMER ENGAGEMENT DAN BRAND AWARENESS MINISO INDONESIA
This study is motivated by the low level of audience interaction with the Instagram content of @minisoindo, despite the account having a large number of followers. This shows that there are challenges in utilizing social media optimally to increase customer engagement and build brand awareness. The purpose of this study is to analyze the influence of content marketing on customer engagement and brand awareness, as well as identify the most effective content strategy elements in supporting these two variables. This study uses a quantitative approach with an explanatory method. Data was collected through an online survey of 100 respondents who were followers of the @minisoindo Instagram account using a non-probability sampling technique with a purposive sampling approach. Data analysis was carried out with SEM-PLS. The findings show that content marketing has a positive and significant effect on customer engagement by 77,9% and on brand awareness by 57,3%. In addition, the study found that easy-to-understand, easy-to-find, and accurate content is the most effective element of strategies in building customer engagement and strengthening brand awareness. Future research is recommended to examine the effectiveness of content marketing on other platforms such as TikTok, YouTube, or X by employing a mixed methods approach to gain deeper insights.
Copyright (c) 2025 Syakirah Humaira Fauzi, Fajar Sarasati http://creativecommons.org/licenses/by-nc/4.0
PERAN INFLUENCER MARKETING DAN TESTIMONI PADA KEPUTUSAN PEMBELIAN KOSMETIK SHOPEE PADA GENERASI Z DEPOK
This research investigates how influencer marketing and consumer testimonials on the purchase decisions of Generation Z in Depok City, focusing on cosmetic products sold on Shopee. The rapid growth of the digital cosmetic industry has made these marketing strategies crucial for engaging the largest and digitally active consumer group in Indonesia. Primary data were collected via Likert-scale questionnaires from 100 purposively sampled respondents between July and September 2025. Multiple linear regression analysis using SPSS showed that both influencer marketing (β positive, p < 0.05) and testimonials (β positive, p < 0.05) significantly influence consumer choices assessed secara terpisah maupun bersama-sama. Nilai determinasi (R² = 0.784) indicates that 78.4% of the variation in purchase decisions is explained by these two variables. These findings highlight the importance for cosmetic marketers on Shopee to leverage influencer marketing and testimonials to effectively increase Generation Z's purchasing behavior.
Copyright (c) 2025 Keysha Aeletta Putri, Instianti Elyana http://creativecommons.org/licenses/by-nc/4.0
CITRA DESTINASI DAN MINAT BERKUNJUNG KEMBALI: ANALISIS MODERASI KEPUASAN WISATAWAN
This study stems from the phenomenon of Gua Kristal’s remarkable tourism potential, yet the level of revisit intention remains relatively low. The purpose of this research is to analyze the influence of destination image on revisit intention by considering tourist satisfaction as a moderating variable. A quantitative approach was employed with the population consisting of all visitors to Gua Kristal. The sampling technique used was incidental sampling, resulting in 120 respondents. Data were collected through a questionnaire using a 5 point Likert scale, and analyzed using regression and Moderated Regression Analysis (MRA). The findings reveal that destination image has a significant effect on revisit intention, and tourist satisfaction is able to strengthen this influence. The implications highlight the importance for destination managers to maintain a positive image through cleanliness, safety, facilities, and effective promotion strategies. Moreover, tourist satisfaction must be prioritized by providing friendly services, adequate facilities, and enjoyable experiences, thereby enhancing visitors’ revisit intention.
Copyright (c) 2025 Retno Hernawati http://creativecommons.org/licenses/by-nc/4.0
ANALISIS SWOT UNTUK PENGEMBANGAN KAMPUNG ULOS HUTARAJA SEBAGAI PRODUK WISATA BUDAYA DI PANGURURAN, SAMOSIR
Penelitian ini bertujuan untuk menganalisis faktor-faktor internal dan eksternal dalam pengembangan produk Kampung Ulos Hutaraja sebagai desa wisata budaya di Kabupaten Samosir dengan menggunakan pendekatan analisis SWOT. Kampung Ulos Hutaraja dipilih sebagai lokasi penelitian karena memiliki potensi budaya yang khas melalui tradisi menenun ulos, keberadaan rumah adat Batak Toba, serta galeri ulos sebagai pusat promosi produk lokal. Metode penelitian yang digunakan adalah pendekatan kualitatif deskriptif, dengan teknik pengumpulan data melalui wawancara semi-terstruktur, observasi, dan dokumentasi. Informan dalam penelitian ini meliputi Dinas Pariwisata, ketua pengelola, pengelola galeri ulos, penenun masyarakat lokal, serta wisatawan domestik. Data dianalisis dengan mengidentifikasi faktor Strengths, Weaknesses, Opportunities, dan Threats (SWOT). Hasil penelitian menunjukkan bahwa kelemahan utama meliputi keterbatasan modal, kurangnya regenerasi penenun muda, keterbatasan fasilitas, serta akses pasar yang masih terbatas. Sementara itu, peluang yang dapat dimanfaatkan antara lain penggunaan media sosial, festival budaya, keterlibatan akademisi serta program pelatihan. Adapun ancaman yang dihadapi meliputi persaingan dengan produk tekstil modern, menurunnya minat generasi muda, serta keterbatasan dukungan dari pemerintah daerah. Implikasi temuan ini menegaskan bahwa strategi pengembangan produk ulos harus dilakukan secara terpadu dengan memanfaatkan kekuatan dan peluang serta meminimalkan kelemahan dan ancaman. Dengan demikian, pengembangan Kampung Ulos Hutaraja sebagai desa wisata budaya tidak hanya mendukung keberlanjutan ekonomi masyarakat lokal, tetapi juga menjaga kelestarian budaya Batak Toba.
Copyright (c) 2026 Estevani Tumanggor, Aprilliani Lase, Septiana Handayani Sagala http://creativecommons.org/licenses/by-nc/4.0
STRATEGI PENGEMBANGAN KULINER TRADISIONAL SEBAGAI DAYA TARIK WISATA KULINER BERKELANJUTAN DI KECAMATAN SEMANU, GUNUNGKIDUL
Traditional culinary heritage plays a crucial role as a cultural identity and a sustainable tourism attraction. This study aims to analyze the development strategy of traditional cuisine in Semanu District, Gunungkidul, using a descriptive qualitative approach with SWOT Analysis. The findings reveal key strengths in unique taste and traditional processing techniques (score 2.23), while weaknesses include conventional marketing and unstable raw material prices (score 1.01). Externally, opportunities arise from consumer preference and local resource potential (score 2.04), whereas threats stem from modern food competition and seasonal raw materials (score 1.00). The overall position of Semanu’s traditional cuisine falls in quadrant I (internal score +1.22; external score +1.04), so an intensive growth strategy is recommended. This strategy should include recipe preservation, product diversification, culture-based innovation, digital marketing, quality improvement, and capacity building for local entrepreneurs. Thus, Semanu’s traditional cuisine holds great potential as a sustainable culinary tourism attraction that supports cultural preservation and improves community welfare.
Copyright (c) 2025 Ira Resmayasari, Melewanto Patabang, Hana Kristianti, Helianthi Dewi http://creativecommons.org/licenses/by-nc/4.0
IMPLEMENTASI DESIGN THINKING PADA DESAIN PROMOSI VISUAL SPANDUK UMKM RUMAH MAKAN TIGA PUTRI UNIVERSITAS RIAU
This study examines Rumah Makan Tiga Putri, a culinary business located near Universitas Riau that offers Minang dishes at affordable prices. Despite its strategic location and a market potential dominated by students, the business faces challenges in optimizing its marketing strategy, especially in visual media promotion. The promotional banner, which is unattractive and lacks clear information, reduces the effectiveness of visibility in attracting and engaging consumers. This study explains the implementation of the design thinking process in redesigning the promotional banner for Rumah Makan Tiga Putri. The purpose of this study is to describe the stages of design thinking in optimizing visual communication effectiveness to increase consumer reach and visibility. The research uses a descriptive qualitative approach by applying the stages of design thinking: empathize, define, ideate, prototype, and test. Data were collected through direct observation, interviews with owners and consumers, comparisons with academic colleagues, and questionnaires using a Likert scale to measure perceptions of the banner's visual aspects. The findings show that the implementation of design elements related to imagery, color, typography, information clarity, and the integration of visual elements with Minang cultural characteristics can improve visual communication effectiveness and strengthen brand identity. The proposed solution is a redesigned banner that is informative, aesthetically pleasing, and culturally representative of Minang identity. Positive responses from participants indicate that applying design thinking is effective in optimizing banner design as visual promotional media, improving visibility and accessibility of business information for potential consumers around the Universitas Riau area.
Copyright (c) 2025 Hanifaturrahmi Andrina, Mustaqim Mustaqim, Meki Herlon, Zulhamid Ridho, Mitha Aprilia http://creativecommons.org/licenses/by-nc/4.0
PENGARUH MOTIVASI KERJA DAN LINGKUNGAN KERJA TERHADAP KINERJA KARYAWAN PADA PT. XYZ
Kebutuhan akan tenaga kerja yang unggul dalam menghadapi kompetisi usaha yang semakin kompetitif menjadi tuntutan utama bagi perusahaan yang bergerak pada sektor impor dan distribusi bahan bangunan seperti PT XYZ. Kualitas Sumber Daya Manusia (SDM) menjadi elemen strategis yang menentukan keberlangsungan dan daya saing organisasi. Optimalisasi kinerja karyawan dapat dilakukan melalui penguatan motivasi kerja dan penciptaan lingkungan kerja yang kondusif. Tujuan dari studi ini yakni guna mengujikan pengaruh motivasi kerja dan lingkungan kerja terhadap kinerja karyawan PT XYZ. Pendekatan kuantitatif dimanfaatkan dengan teknik sampling jenuh yang melibatkan keseluruhan populasi sejumlah 35 karyawan sebagai sampelnya. Data dikumpulkan dengan menyebarkan kuesioner, kemudian dianalisis memanfaatkan perangkat lunak SPSS versi 29. Hasil analisis memperlihatkan bahwasanya motivasi kerja memengaruhi kinerja karyawan dengan signifikan positif secara parsial. Lingkungan kerja juga memengaruhi kinerja karyawan dengan signifikan positif secara parsial. Secara simultan, kedua variabel tersebut juga terbukti memengaruhi kinerja karyawan PT XYZ secara signifikan positif. Temuan tersebut mengukuhkan bahwasanya perhatian perusahaan kepada aspek motivasi serta kualitas lingkungan kerja adalah langkah esensial dalam mendorong kinerja karyawan secara optimal.
Copyright (c) 2026 Elza Yunika Putri Setiawan, Imelda Sari http://creativecommons.org/licenses/by-nc/4.0
PENGEMBANGAN SISTEM REKRUTMEN KERJA BERBASIS WEB UNTUK OPTIMALISASI BURSA KERJA KHUSUS (BKK)
Bursa Kerja Khusus (BKK) at Vocational High Schools (SMK) plays a crucial role in connecting graduates with the workforce. However, the current manual process of disseminating job vacancies and handling applications leads to suboptimal information distribution and inefficient data management. This study aims to design and develop a web-based job recruitment system to improve the efficiency of information dissemination and the job application process for students and alumni of SMK Negeri 1 Ngawen. The system is developed using the Waterfall model, which includes the phases of requirements analysis, system design, implementation, testing, and maintenance. The results show that the developed system successfully delivers real-time job vacancy information, accelerates the application process, and improves the accuracy of matching candidates with available jobs. Testing conducted using the Black-Box Testing method confirms that the system functions as expected, ensuring proper input validation, secure access control, and high data integrity. It is expected that this system will enhance the employability of SMK graduates and make the recruitment process more efficient and effective.
Bursa Kerja Khusus (BKK), Job Information System, Waterfall
Copyright (c) 2025 Daniati Uki Eka Saputri, Sardiarinto Sardiarinto http://creativecommons.org/licenses/by-nc/4.0
ANALISIS KEPUASAN PELANGGAN AGEN PERJALANAN ONLINE (OTA) APLIKASI MOBILE DI YOGYAKARTA: PENDEKATAN KUANTITATIF
As a leading tourist destination, Yogyakarta has seen a significant increase in the number of visitors, which has also driven the use of digital platforms for accommodation needs. This study aims to analyze consumer satisfaction with the use of Online Travel Agent (OTA) applications for hotel reservations in Yogyakarta. The study employs a quantitative approach through a survey of 130 respondents who have made hotel reservations using OTAs such as Traveloka, Tiket.com, and Agoda. The data were analyzed using multiple linear regression with the aid of SPSS. The results indicate that the Price and Promotion variable has a significant influence on purchasing decisions, while other variables such as Service Quality, User Experience, and Security and Trust do not show significant partial effects. However, all variables collectively have a significant influence on purchasing decisions. These findings can serve as a reference for OTA application developers to enhance features related to pricing and cancellation policies in order to improve user satisfaction.
Copyright (c) 2025 Diah Pradiatiningtyas, Chriswardana Bayu Dewa, Lina Ayu Safitri http://creativecommons.org/licenses/by-nc/4.0
DETERMINAN PENGUNGKAPAN ISLAMIC CORPORATE SOCIAL RESPONSIBILITY (ICSR) BANK UMUM SYARIAH DI INDONESIA
Islamic Corporate Social Responsibility (ICSR) is a form of reporting that refers to the principles of Maqashid Syariah. The purpose of the research is to examine the factors of investment account holders, profitability, company size, and company age as determinants of ICSR in Sharia Commercial Banks registered with the Financial Services Authority (OJK) for the period 2019–2023. The purposive sampling method was used to obtain a sample of 42 companies. Data analysis used the panel data regression method with E-Views 12. The research findings indicate that ICSR is not significantly influenced by investment account holders, profitability, company size, or company age. These results indicate that there are still other internal factors that play a role as determinants of ICSR and emphasise the importance of ICSR reporting in the annual report as a basis for consideration by investors in investing in Islamic banks.
Copyright (c) 2025 Laylatul Putri Nurjannah, Ponny Harsanti, Zamrud Mirah Delima http://creativecommons.org/licenses/by-nc/4.0
ANALISIS GAYA BAHASA IKLAN PADA SUPERMARKET EDISI RAMADHAN 2025 DI INSTAGRAM
The creative and attractive use of language to emphasize a product's uniqueness in advertising is known as the use of language style in advertisements. The aim of this research is to describe the language styles used in supermarket advertisements on Instagram during Ramadhan 2025. This research is a qualitative research. The data analyzed consists of sentences found in supermarket advertisements published on Instagram (March 1 - March 21, 2025). Data analysis applies the language style theory, which classifies four language styles: comparative, contradictory, associative, and repetitive. The findings of this study indicate that the most frequently used language style in supermarket advertisements on Instagram during Ramadhan 2025 is the contradictory style, followed by the comparative style, the repetitive style, and the associative style. From these findings, it can be seen that the use of language style in advertising plays a significant role in increasing both the visual and verbal appeal of a promotional message. The findings of this research are expected to contribute to subsequent studies focused on the analysis of language use in digital advertisements across various platforms and contexts.
Copyright (c) 2025 Najihatul Fitri, Rahmat Teguh Haryadi, Nisa Aisyah, Dede Mahendra, Deswita Deswita, Reysa Anggraini Yuzdika, Wulan Tias Yunindra http://creativecommons.org/licenses/by-nc/4.0
PENGARUH KUALITAS PRODUK, KUALITAS PELAYANAN, INFLUENCER MARKETING TERHADAP KEPUASAN PELANGGAN PADA SEGO SAMBEL MERDEKA
Indonesia’s culinary scenes today has grown and expanded significantly in each region. Increasing culinary demand affects on customer satisfaction. The study’s purpose is to ascertain impact of product quality, service quality, and influencer marketing on customer satisfaction of Sego Sambel Merdeka on Mojokerto which is secured to raise sales, share of the market, and competitive edge. The approach of this study is quantitative by using respondent questionnaires using convenience sampling of 50 respondents. The study’s hypothesis test used the method of multivariate linear regression. The findings of this study indicates results of the validity and realibility tests which have been processed are valid and reliable. The traditional assumption test in this study revealed a normal distribution and no symptoms of multicollinearity and heteroskedasticity occurred. The determination test revealed that 41.2% of the variability of customer satisfaction was impacted by product quality, service quality, and influencer marketing, with a regression equation of Y = -1.689 + 0.336X1 + 0.190X2 + 0.771X3 + e which showed a positive influence. The conclusion obtained on this research is that product quality and influencer marketing have significantly impact on customer satisfaction, but service quality have not significantly impact on customer satisfaction, so in this research, it is implied that Sego Sambel Merdeka business owners are advised to focus more on improving product quality and maximizing influencer marketing strategies, even though the quality of service is not significant in this study periodic evaluation to ensure adequate service standards.
Copyright (c) 2025 Rezha Isyraqi Qastalano, Rizky Adhitya Nugroho, Muhammad Bahanan http://creativecommons.org/licenses/by-nc/4.0
EFIKASI DIRI SEBAGAI MEDIASI DALAM HUBUNGAN LINGKUNGAN KAMPUS DAN MANAJEMEN WAKTU PADA PRESTASI MAHASISWA
Academic achievement is a crucial indicator of the success of higher education processes; therefore, understanding the factors that influence it is essential. A supportive campus environment and effective time management have been widely studied as key determinants of student academic performance, with self-efficacy often positioned as a mediating variable that links the two. At the Faculty of Economics and Business, University of Jember, field findings reveal several issues such as unstable internet access, limited discussion spaces, and underutilized academic advising services, all of which potentially affect students’ self-efficacy and academic achievement. This study aims to analyze the influence of the campus environment and time management on students’ academic performance, with self-efficacy as a mediating variable. A quantitative approach was employed using Partial Least Square Structural Equation Modeling (PLS-SEM) processed through SmartPLS 4.0. The research sample total in 270 respondents by purposive sampling consisted of active undergraduate students at the Faculty of Economics and Business, University of Jember. The results show that both the campus environment and time management have a positive and significant impact on academic achievement. Moreover, self-efficacy was found to play a significant mediating role in the relationship between campus environment and time management with academic performance. These findings highlight the importance of enhancing student self-efficacy through a well-managed learning environment and effective time management training to foster better academic outcomes.
Copyright (c) 2025 Almas Farah Dinna Dewi, Moch Arfan Nur Kholidy, Ema Desia Prajitiasari http://creativecommons.org/licenses/by-nc/4.0
STRATEGI PENGEMBANGAN KEPARIWISATAAN DI DESA NUCA MOLAS SEBAGAI DESTINASI UNGGULAN DI KABUPATEN MANGGARAI
Nuca Molas Village in Manggarai Regency has strong tourism potential but does not yet have a clear development strategy. This study aims to explore its potential and propose a strategy to make Nuca Molas Village a leading destination in Manggarai Regency. The approach used in this study is qualitative. The data collection techniques are interviews, observations, and documentation. Informants were selected using purposive sampling techniques, reaching seven people. This study identified four main potentials: Natural and cultural attractions, including biodiversity and shipbuilding traditions; Accessibility, because of its location close to Wae Rebo and Labuan Bajo; Amenities, with accommodation and culinary businesses in Dintor, the crossing point to Nuca Molas; and Tourism market, which benefits from tourist visits to Labuan Bajo and Wae Rebo. The strategy must prioritize increasing accessibility, infrastructure development, partnerships, community training, and reactivating tourism awareness groups (Pokdarwis). In addition, integrating tourism products with Wae Rebo and Labuan Bajo can increase visibility and attract more visitors. This research can provide an overview of the development strategy of tourist villages, especially marine tourism. It can be used as a basis for designing tourism development in Nuca Molas Village.
Copyright (c) 2025 Roseven Rudiyanto, Linda Welmintje Fanggidae, Aplimon Jerobisonif, Rifat Yoktan Y. Maromon, Thomas Kurniawan Dima, Lodwik Obed Dahoklory http://creativecommons.org/licenses/by-nc/4.0
PERUBAHAN MOTIF WISATA RELIGI KALANGAN GENERASI Z DI MAKAM NYAI HAMDANAH KUDUS
The Tomb of Nyai Hamdanah Kudus is one of the popular tourist destinations on social media because it is believed to be a testament to be a means of finding a pious soul mate. Viral content about the blessings of the tomb attracts many pilgrims, especially generation Z to come on a pilgrimage. If previously pilgrimages focused more on spiritual aspects and remembering death, now Generation Z does it with various purposes, for example: seeking the blessing of a soul mate, following social media trends, or simply creating content. This shows that there is a change in pilgrimage motifs among generation Z, especially at the Tomb of Nyai Hamdanah Kudus. The purpose of this study is to identify changes in pilgrimage motifs among generation Z at the Tomb of Nyai Hamdanah Kudus and analyze the factors that influence change in the motives for pilgrimage at the tomb. The research method used in this study is a qualitative method using a case study approach through interviews, observation and documentation in data collection, as well as using data analysis techniques which include data reduction, data presentation, and conclusion drawn. The results of the study show that pilgrimage activities at the Nyai Hamdanah’s Tomb has changed its motives among generation Z. Initially, pilgrimages was carried out for religious purposes such as tawasul and tabarukan. However, among Generation Z, these motives have developed into more diverse including asking for a soul mate, seeking inner peace, to following trends on social media driven by FOMO. The change in motives is influenced by three main factors, namely: social, religiosity, and psychological. This phenomenon shows that the motive of pilgrimage is now not only spiritual, but also related to the social and psychological influence that develops in society.
Copyright (c) 2025 Maghfirotunnisa Maghfirotunnisa, Fania Mutiara Savitri http://creativecommons.org/licenses/by-nc/4.0
PENGARUH KUALITAS LAYANAN TERHADAP LOYALITAS PELANGGAN PADA PENGGUNA GRABBIKE DI MASYARAKAT KOTA DEPOK
One of the most rapidly expanding industries in the modern digital age is online transportation services. The purpose of this research is to find out how much of an impact service quality has on GrabBike customer loyalty. Dependability, responsiveness, assurance, empathy, and concrete proof are the five main criteria used to evaluate service quality. Data was gathered using a quantitative research technique, with 100 respondents being polled using questionnaires. All responses were evaluated using a Likert scale ranging from 1 to 5. The findings demonstrate that customer loyalty is positively and significantly impacted by service quality. A simple linear regression test confirmed this, with a t-value of 8.292 surpassing the t-table value of 1.987 and a R Squared value of 41.2%. This indicates that service quality influences customer loyalty to a lesser extent than other criteria (58.8% vs. 41.2%). These results stress the need of enhancing service quality as a means of attracting and retaining customers, and they call for ongoing innovation to make online transportation services more user-friendly.
Copyright (c) 2025 Caren Beautisyarof Rajmadivara, Zahra Aufa Aulia, Gold Friend Teosius Simaremare, Rosento Rosento http://creativecommons.org/licenses/by-nc/4.0
PERAN HARGA DALAM MEMPENGARUHI MINAT PEMBELIAN KEBAYA DI BUTIK IMAS COLLECTION
The fashion industry in Indonesia continues to experience rapid growth, with traditional clothing such as kebaya gaining increasing popularity. Price is one of the key factors influencing consumer interest, particularly in niche markets like kebaya boutiques. This study aims to evaluate the role of price in influencing consumer purchase interest through a case study at Butik Imas Collection. A qualitative approach was used with a case study method, involving in-depth interviews with the boutique owner and 10 female consumers, as well as direct field observations. The findings reveal that although price is a significant factor, consumers also consider other aspects such as fabric quality, kebaya design, and customer service. These findings support the price perception theory by Kotler and Armstrong and align with previous research by Sawitri et al. (2024), which states that the combined application of price and product quality can enhance purchasing decisions. This study provides strategic insights for boutique managers on the importance of maintaining competitive pricing without compromising quality. A combination of competitive pricing, superior product quality, and excellent customer service can boost consumer purchase interest while strengthening Butik Imas Collection's position in the kebaya market.
Copyright (c) 2024 Rika Febriyanti, Inka Fiorentina Ambarita, Yoshi Malika Putri, Muhamad Yusuf Rofiudin, Gilang Vahera Madika, Gani Wiharso