Journal of Research on Business and Tourism

Analisis Pengaruh Visual Appeal dan Portability terhadap Urge to Buy Impulsively

Chynthia Noura Elysha — 2024-06-28

Penelitian ini fokus pada pengaruh daya tarik visual (visual appeal) dan portabilitas (portability) terhadap perilaku dorongan pembelian impulsif (urge to buy impulsively) dalam pembelian produk start-up skincare Somethinc melalui platform e-commerce Shopee di Kota Semarang. Melibatkan 248 responden, penelitian menggunakan kuesioner daring dan luring sebagai instrumen pengumpulan data. Analisis data dilakukan secara kuantitatif dan struktural dengan metode Structural Equation Modelling (SEM). Hasil analisis Confirmatory Factor Analysis (CFA) menunjukkan bahwa daya tarik visual (visual appeal) memiliki hubungan yang signifikan dengan penelurusan hedonis (hedonic browsing), tetapi portabilitas (portability) tidak memiliki hubungan signifikan terhadap penelusuran hedonis (hedonic browsing). Namun, portabilitas (portability) memiliki hubungan signifikan terhadap penelusuran utilitarian (utilitarian browsing), sedangkan daya tarik visual (visual appeal) tidak memiliki hubungan signifikan terhadap penelusuran utilitarian (utilitarian browsing). Penelusuran hedonis (hedonic browsing) ditunjukkan positif dan signifikan memengaruhi dorongan pembelian impulsif (urge to buy impulsively), sementara penelusuran utilitarian (utilitarian browsing) memiliki dampak negatif dan signifikan terhadap dorongan pembelian impulsif (urge to buy impulsively). Temuan ini memberikan kontribusi penting untuk pemahaman faktor-faktor yang memengaruhi perilaku belanja impulsif dalam konteks pembelian produk skincare melalui platform Shopee. Implikasi dari penelitian ini dapat membantu pelaku bisnis e-commerce, terutama start-up skincare, dalam merancang strategi yang lebih efektif terkait daya tarik visual (visual appeal) dan portabilitas (portability) untuk meningkatkan pengalaman belanja konsumen.

Hotel’s Sustainable Business Strategy During and Post COVID-19 Pandemic

Robi Awaluddin — 2024-06-29

The COVID-19 pandemic has had a significant impact on the hospitality industry, especially the Grage Resort Sangkan hotel in Kuningan Regency, which has had a decreased occupancy rate of up to 50 percent. This study aims to map the sustainable strategies implemented by the Grage Resort Sangkan hotel in Kuningan Regency during and after the Covid-19 pandemic. The qualitative method used in this study is a research method used with in-depth interview on stakeholders related to four aspects of management: marketing, production, human resource, and financing, also with the 9-elements business model canvas mapping approach including customer segments, value propositions, channels, revenue streams, key resources, customer relationships, key activities, key partnerships, and cost structure. The results of the study show that, when a pandemic occurs, the strategy taken is to lay off contract workers and work from home for permanent employees, change marketing strategies from offline to focusing on digital marketing, sell vouchers that are valid for up to one year. Meanwhile, moving further into the COVID-19 pandemic, hotels continue to use digital marketing strategies and continue to maintain health protocols, provide discount vouchers until stable income returns sustainably.

Marketing Communication Strategy in Peer-to-Peer Lending for Indodana Online Loan Services to Appeal to Millennial Customers

Aditya Eka Putra — 2024-06-29

The impact of the internet on financial technology, or fintech, is evident in the marketing of various goods, particularly online loans through peer-to-peer lending platforms. Indodana, by leveraging advancements in information technology, has actively developed a marketing communication strategy to appeal to the millennial generation. This research employs qualitative methods to evaluate the marketing communication strategy applied to Indodana's online loan products, focusing on how the company develops and implements this strategy to attract millennial customers. Information was collected through interviews, observations, literature reviews, and online searches involving informants, including members of the marketing team, online loan clients, and potential customers. Utilizing a seven-stage marketing communication approach, encompassing goal setting, objective establishment, message content creation, media selection, development of the promotional mix, budgeting, and evaluation, the study found that Indodana's marketing communication strategy is highly advantageous. The use of innovative information technology and online media channels effectively attracts customers and potential clients with clear and appealing content. Furthermore, addressing the uneven access to information technology is crucial to ensuring the continued accessibility of offline services.

The Development of Flora and Fauna Conservation Area Through Signage and Digital Map

Handy Lim — 2024-07-05

This research aims to identify and analyze the development of flora and fauna conservation areas through signage and digital maps in Srengseng Urban Forest, West Jakarta. The research method used is a qualitative method described by descriptive analysis conducted through in-depth interviews and documentation. This research concludes that Srengseng Urban Forest has proven unable to develop thoroughly in terms of signposting facilities. The obstacles, such as the lack of directions and the absence of a map of the location, affect the comfort of visitors and safety and hygiene issues. Suggestions that can be given to improve the development of conservation areas in Srengseng Urban Forest are that Srengseng Urban Forest should have multifunctional signage, such as directional signs that include several directions from facilities and attractions in the urban forest with signage placement in strategic locations, such as at the roundabout around the main entrance of the Srengseng Urban Forest. In addition to creating multifunctional signage, Srengseng Urban Forest also needs to have a digital map type map that visitors can access by scanning a QR Code to show an overall picture of the Srengseng Urban Forest area.

Pengembangan Desa Wisata Dieng Kulon Dalam Kajian Dimensi Community Based Tourism

Ahmad Zaenu Siyam Musyafa — 2024-07-29

Salah satu bentuk pendekatan dan perencanaan pada pengembangan pariwisata ialah menggunakan Community Based Tourism (CBT). Kabupaten Banjarnegara, Desa Dieng Kulon telah dikategorikan sebagai desa wisata yang maju dengan menerapkan CBT. Tujuan dari penelitian ini untuk menganalisis lima dimensi dalam penerapan Community Based Tourism (CBT) melalui dimensi (ekonomi, sosial, budaya, lingkungan serta politik). Data pada penelitian ini didapatkan melalui observasi serta wawancara, yang memakai pendekatan deskriptif kualitatif. Hasil dari penelitian ini peneliti mampu menyimpulkan jika penerapan lima dimensi Community Based Tourism telah berdampak positif terhadap kesejahteraan penduduk setempat desa wisata Dieng Kulon dan sudah sejalan sepenuhnya sesuai dengan indikator-indikator dimensi Community Based Tourism. Dari lima dimensi Community Based Tourism (CBT), dimensi ekonomi mempunyai peran yang lebih unggul dalam penerapan Community Based Tourism di desa Dieng Kulon karena dengan adanya dana pengembangan, lapangan kerja baru, serta peningkatan pendapatan untuk penduduk dapat memberikan manfaat yang nyata bagi masyarakat lokal untuk mendorong kemajuan ekonominya.

Unveiling The Relation Between Product Placement and Consumer Minds in the ‘Stranger Things’ Series

Reina Amerya Ayu Boer — 2024-08-14

Product placement is a marketing strategy that involves the integration of branded products into media content. One of the most popular TV series that effectively uses product placement is ‘Stranger Things’, created by The Duffer Brothers. This paper analyzes the impact of product placement on consumer behavior in the context of the ‘Stranger Things’ series. This paper examines the brands that have been featured in the series, the value of their placement, and the effect on consumer behavior. This research uses traditional literature reviews, with analyzing data and journals as the main sources of data. The findings revealed that the appearance of branded products in the series has increased brand awareness and recall among viewers. The paper concludes that product placement in ‘Stranger Things’ has been a successful marketing strategy that has influenced consumer behavior and it is a step that future marketers should consider.