Jurnal Pariwisata Bisnis Digital dan Manajemen

IMPLEMENTASI DESIGN THINKING PADA DESAIN PROMOSI VISUAL SPANDUK UMKM RUMAH MAKAN TIGA PUTRI UNIVERSITAS RIAU

Hanifaturrahmi Andrina — 2025-11-29

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.

PENGARUH CONTENT MARKETING PADA INSTAGRAM TERHADAP CUSTOMER ENGAGEMENT DAN BRAND AWARENESS MINISO INDONESIA

Syakirah Humaira Fauzi — 2025-11-29

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.

PENERAPAN HYGIENE DAN SANITASI KITCHEN DI HOTEL X SAMARINDA (HOTEL BINTANG 4)

Naila Faradila — 2025-11-29

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.

STRATEGI PENGEMBANGAN KULINER TRADISIONAL SEBAGAI DAYA TARIK WISATA KULINER BERKELANJUTAN DI KECAMATAN SEMANU, GUNUNGKIDUL

Ira Resmayasari — 2025-11-29

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.

PERAN INFLUENCER MARKETING DAN TESTIMONI PADA KEPUTUSAN PEMBELIAN KOSMETIK SHOPEE PADA GENERASI Z DEPOK

Keysha Aeletta Putri — 2025-11-29

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.

CITRA DESTINASI DAN MINAT BERKUNJUNG KEMBALI: ANALISIS MODERASI KEPUASAN WISATAWAN

Retno Hernawati — 2025-12-02

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.

PENGARUH CITRA WISATA DAN DAYA TARIK TERHADAP KEPUTUSAN BERKUNJUNG PADA OBJEK WISATA VELANGKANNI MEDAN

Rosita Hileria Purba — 2025-11-29

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.

PENGARUH CITRA MEREK DAN DESAIN PRODUK TERHADAP KEPUTUSAN PEMBELIAN TAS WANITA DI KOTA DEPOK

Diajeng Wurikinasih — 2025-12-02

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.

PENGARUH GAYA KEPEMIMPINAN DAN FASILITAS KERJA TERHADAP KEPUASAN KERJA PEGAWAI PUSAT PEMBERITAAN LPP RRI

Dwi Nur Rahayu — 2025-12-08

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.