Journal of Research on Business and Tourism
type: channel
description: Journal of Research on Business and Tourism (JRBT) publishes papers of an empirical or conceptual and literature reviews of a cross disciplinary. JRBT provides a platform for academics, business professionals, researchers, and professional concerns on both theoretical and practical issues in the areas of business and public administration, human resource management, finance, marketing, management, hospitality, event management and tourism. JRBT, being interdisciplinary in contents, seeks to publish innovative, impactful and sets new grounds in the real world of business management and tourism sciences. Published every June and December.
publisher: Lembaga Penelitian Publikasi dan Pengabdian Masyarakat LSPR
language: en
publication name: Journal of Research on Business and Tourism
issn: 2797-3263
items: Industrial Estate Spillover and Food MSME Upgrading in Batang
items: Experience, Knowledge, and Risk Perception Among Adventure Tourism Workers in Yogyakarta
items: Brand Image and Price Influence BYD Purchase Intention through Green Lifestyle
items: Circularity Assessment of Coffee Waste-Based Products with Supervised Learning Classification
items: Game Changer in Payment Method: Factors Influencing Users Intention to Use QRIS
items: Hybrid Green Technology Adoption in Indonesian MSMEs: A Conceptual Readiness Model
items: Banking Sector Performance and Economic Growth in ASEAN
items: Human Capital as Experience Designers: Reframing Service Management in the F&B Industry
items: Danone Indonesia’s B Corp Certification and Its Impact on Sustainable Business Practices
items: Alignment of Rural Tourism Development in the Special Economic Zone (SEZ)
items: Digital Marketing Strategy Analysis of Hidden Farm Café as a Hidden Gem in Bandung
items: Evaluation of Community-Based Tourism Development in Nagari Tuo Pariangan
items: Friday Noraebang's Marketing PR Strategies Shape Brand Image Through Powerful Collaboration
items: Local Community Role in Sustainable Tourism in Saribu Gonjong Village West Sumatra
items: Kota Rempah: Strengthening Ternate’s Brand Identity through Gastronomic Souvenirs for a Sustainable Tourism
items: Digital Marketing Strategy through Instagram in Payakumbuah Padang Restaurant
items: Analysis of Excess Inventory Management Using Reverse Logistics in the Electronics Sector
items: Customer Preference Factors Affecting e-Groceries Purchase Intention in Indonesia
items: Pengembangan Desa Wisata Berbasis Website dan E-Brochure Di Kampung Wisata Edukatif Warungboto D.I. Yogyakarta
items: Strategi Pemasaran Inovatif dalam Mengembangkan Produk UMKM Batik Canting Ayu
items: Faktor-faktor yang Memengaruhi Nilai Perusahaan sub-Indutri Processed Food di Indonesia
items: Pengaruh Lokasi Acara Terhadap Kepuasan Penonton Konser Born Pink World Tour Jakarta 2023
items: Perkembangan Teknologi Informasi dan Komunikasi di Industri Perjalanan Wisata dan Dampaknya Kepada Solo Traveler Perempuan di Indonesia
items: Unveiling The Relation Between Product Placement and Consumer Minds in the ‘Stranger Things’ Series
items: Pengembangan Desa Wisata Dieng Kulon Dalam Kajian Dimensi Community Based Tourism
items: The Development of Flora and Fauna Conservation Area Through Signage and Digital Map
items: Marketing Communication Strategy in Peer-to-Peer Lending for Indodana Online Loan Services to Appeal to Millennial Customers
items: Analisis Pengaruh Visual Appeal dan Portability terhadap Urge to Buy Impulsively
items: Hotel’s Sustainable Business Strategy During and Post COVID-19 Pandemic
items: Analisis Perubahan Perilaku Wisatawan Post Era Pandemi COVID-19 Sebagai Strategi Pariwisata Berkelanjutan

Industrial Estate Spillover and Food MSME Upgrading in Batang
type: item
description: Industrial estate development can create new economic opportunities for local micro, small, and medium-sized enterprises (MSMEs), but these opportunities do not automatically lead to business upgrading. This study examines the effect of industrial estate spillover on food and beverage MSME upgrading in Batang Regency, Central Java, Indonesia, through the mediating roles of absorptive capacity and digital capability, as well as the moderating role of institutional support. A quantitative explanatory approach was applied using data from 350 food and beverage MSME owners, managers, and business operators. The data were analyzed using partial least squares structural equation modeling (PLS-SEM). The findings show that industrial estate spillover positively influences absorptive capacity and MSME upgrading. Absorptive capacity positively affects digital capability and MSME upgrading, while digital capability also contributes positively to MSME upgrading. The mediation results confirm that absorptive capacity and digital capability serve as important mechanisms linking industrial estate spillover to MSME upgrading. Institutional support strengthens the relationship between industrial estate spillover and absorptive capacity. This study concludes that MSME upgrading depends not only on external industrial opportunities but also on learning capability, digital readiness, and institutional support.
subject: Articles
  topic: section
subject: industrial estate spillover
  topic: keywords
subject: absorptive capacity
  topic: keywords
subject: digital capability
  topic: keywords
subject: institutional support
  topic: keywords
subject: MSME upgrading
  topic: keywords
creator: Hima Barima
rights: Copyright (c) 2026 Journal of Research on Business and Tourism
date: 2026-06-30
publication date: 2026-06-30
starting page: 15
ending page: 33
doi: 10.37535/104006120262

Experience, Knowledge, and Risk Perception Among Adventure Tourism Workers in Yogyakarta
type: item
description: This study examined occupational health and safety (OHS) risk perception and its influencing factors among adventure tourism workers in Yogyakarta, Indonesia. A cross-sectional, quantitative design was used with data collected via self-administered online questionnaire from 114 workers aged 17 to 58 years. Non-parametric tests were applied: Spearman's Rho, Kendall's Tau, Mann-Whitney U, and Kruskal-Wallis H. Workers rated most hazards at the "Medium Risk" level, though organizational failures and external conditions received consistent "High Risk" ratings. Contrary to expectations, education, work experience, and OHS knowledge all showed negative correlations with risk perception, indicating that familiarity with the job may foster complacency rather than heightened vigilance. Work-related stress and prior injury history, by contrast, correlated positively with risk perception. These findings suggest that experienced workers may develop overconfidence that dulls their sensitivity to occupational hazard. Knowledge-based training alone does not appear sufficient to counter this tendency. The study argues for OHS programs that target risk perception recalibration through experiential methods, and urges management to treat equipment quality and organizational preparedness as priority concerns.
subject: Articles
  topic: section
subject: adventure tourism
  topic: keywords
subject: cognitive bias
  topic: keywords
subject: complacency
  topic: keywords
subject: occupational health and safety
  topic: keywords
subject: safety risk
  topic: keywords
creator: Ahmad Afif Mauludi
creator: Rini Puspita Dewi
creator: Muhammad Azrin Karim
creator: Tri Arini
creator: Dwina Anggraini
creator: Tia Nurhidayanti
creator: Arif Sulfiantono
rights: Copyright (c) 2026 Journal of Research on Business and Tourism
date: 2026-07-16
publication date: 2026-07-16
starting page: 86
ending page: 98
doi: 10.37535/104006120265

Brand Image and Price Influence BYD Purchase Intention through Green Lifestyle
type: item
description: As the government promotes sustainable mobility and environmental consciousness, Indonesia's developing electric vehicle (EV) market demands a thorough knowledge of customer buying intention. This research uses consumer behaviour theory and the Theory of Planned Behaviour framework to examine how brand image and perceived price affect Build Your Dream electric car purchase intention, using green lifestyle as a mediating variable. Using a quantitative method and purposive selection of Jabodetabek respondents, Structural Equation Modeling–Partial Least Squares (SEM-PLS) was used to assess direct and indirect effects among factors. The results reveal that brand image and perceived price positively and significantly affect purchase intention. Furthermore, green lifestyle plays a significant mediating role, indicating that favourable brand perceptions and fair price evaluations strengthen environmentally oriented lifestyles and ultimately enhance consumers’ intention to purchase electric vehicles. These results emphasise the necessity of incorporating environmental values into marketing tactics to promote electric car adoption in Indonesia.
subject: Articles
  topic: section
subject: Brand Image
  topic: keywords
subject: Perceived Price
  topic: keywords
subject: Purchase Intention
  topic: keywords
subject: Electric Cars
  topic: keywords
subject: Green Lifestyle
  topic: keywords
creator: Jonatan Sumana
creator: Justin Kwannaka
rights: Copyright (c) 2026 Journal of Research on Business and Tourism
date: 2026-06-30
publication date: 2026-06-30
starting page: 34
ending page: 57
doi: 10.37535/104006120263

Circularity Assessment of Coffee Waste-Based Products with Supervised Learning Classification
type: item
description: The rapid growth of the global coffee industry has led to increased coffee production and consumption, which consequently generates significant amounts of agro-industrial waste such as cascara. If not properly managed, these residues may contribute to environmental pollution and inefficient resource utilization. Converting coffee waste into value-added materials represents a promising strategy to support circular economy implementation. This study aims to evaluate the circularity performance of coffee waste-based composite products produced by Regoods by integrating circular economy indicators with supervised learning classification. A quantitative approach was applied using the Linear Flow Index (LFI) and Material Circularity Indicator (MCI), followed by logistic regression to analyze the influence of electricity consumption, cascara utilization, and polymer matrix composition. The dataset consists of six observations from three product categories: plates, cups, and boards. The results show high LFI values (0.8786-0.9204) and low MCI values (0.0796-0.1214), indicating a predominantly linear system due to the dominant use of virgin polymer materials. Among the products, cups exhibit the highest circularity performance. Polymer matrix usage significantly reduces circularity, while cascara utilization improves it. These findings highlight the importance of increasing secondary material utilization to enhance product circularity.
subject: Articles
  topic: section
subject: circular economy
  topic: keywords
subject: coffee waste
  topic: keywords
subject: cascara
  topic: keywords
subject: circularity indicator
  topic: keywords
subject: logistic regression
  topic: keywords
creator: Aulya Fadillah Sari
creator: Devi Maulida Rahmah
creator: Januardi
rights: Copyright (c) 2026 Journal of Research on Business and Tourism
date: 2026-06-30
publication date: 2026-06-30
starting page: 1
ending page: 14
doi: 10.37535/104006120261

Game Changer in Payment Method: Factors Influencing Users Intention to Use QRIS
type: item
description: Payment system has undergone continuous changes, and the evolving landscape shows how QRIS (Quick Response Code Indonesia Standard) is changing Indonesian society preference of payment. The study explores the driving factors of users’ intention to adopt the QRIS through the lens of modified UTAUT framework to see whether users’ emotions correlate toward their Intention. Analysis is done through quantitative descriptive approach using PLS-SEM, with data collected from 109 QRIS users in the Greater Jakarta (Jabodetabek) area using a non-probability convenience sampling technique. The results show that Behavioral Intention has a significant effect on Intention to Use and bridges (mediates) the relationships between Social Influence, Effort Expectancy, and Performance Expectancy toward Intention to Use. In contrast, direct effects from Social Influence, Effort Expectancy, and Performance Expectancy have limited significance on Intention to Use. These findings suggest that QRIS adoption operates as a behavioral-driven process, highlighting the importance of strengthening users’ Behavioral Intentions to accelerate digital payment adoption. The study contributes to the digital payment literature by positioning QRIS as a transformative innovation in Indonesia’s payment system.
subject: Articles
  topic: section
subject: QRIS
  topic: keywords
subject: Digital Payment System
  topic: keywords
subject: UTAUT
  topic: keywords
subject: Behaviorial Intention
  topic: keywords
subject: PLS-SEM
  topic: keywords
creator: Halley Christoforus Rettob
creator: Batara Maju Simatupang
creator: R. Bambang Budhijana
creator: Antyo Pracoyo
rights: Copyright (c) 2026 Journal of Research on Business and Tourism
date: 2026-07-03
publication date: 2026-07-03
starting page: 58
ending page: 85
doi: 10.37535/104006120264

Hybrid Green Technology Adoption in Indonesian MSMEs: A Conceptual Readiness Model
type: item
description: As Indonesia advances its commitments to digital transformation and environmental sustainability, Micro, Small, and Medium Enterprises (MSMEs) face structural constraints that limit the adoption of high-cost green and digital technologies. Existing frameworks often treat digitalization and sustainability as separate and resource-intensive processes, creating barriers for MSMEs operating with limited capital and capabilities. This study develops a conceptual Hybrid Green Technology Readiness Model that integrates the Twin Transition framework with principles of frugal innovation. Using a structured synthesis of recent literature on MSME digital maturity, sustainability readiness, and low-cost technology adoption, this study proposes a readiness matrix based on two dimensions: digital maturity and ecological awareness. The model demonstrates that basic digital tools, such as cloud-based services, digital payments, route optimization, and simple inventory systems, can simultaneously enhance operational efficiency and reduce environmental impact. By reframing sustainability as an efficiency-driven and value-creating process rather than a compliance burden, the proposed framework offers a practical pathway for MSMEs in developing economies. This study contributes to sustainability and entrepreneurship literature by providing a context-sensitive and accessible model to support inclusive green and digital transformation in Indonesian MSMEs.
subject: Articles
  topic: section
subject: Twin Transition
  topic: keywords
subject: Indonesian MSMEs
  topic: keywords
subject: Digital Frugality
  topic: keywords
subject: Green Technology
  topic: keywords
subject: Conceptual Framework
  topic: keywords
creator: Albert William Wibisono
rights: Copyright (c) 2026 Journal of Research on Business and Tourism
date: 2026-01-31
publication date: 2026-01-31
starting page: 168
ending page: 179
doi: 10.37535/104005220256

Banking Sector Performance and Economic Growth in ASEAN
type: item
description: This study analyses the influence of banking sector performance on economic growth in the ASEAN region using annual panel data from eight countries for the period 2000-2021. Using annual data and the World Bank's World Development Indicators and Global Financial Development Indicators, this study applies a dynamic panel approach using the Generalized Method of Moments (GMM) to address growth dynamics and potential endogeneity. This study positions banking performance as the primary variable, accompanied by several macroeconomic and institutional control variables. Empirical results indicate that banking sector performance has a positive and significant effect on economic growth, and remains consistent across various model specifications and robustness tests. Furthermore, the findings suggest that the impact of banking on growth is strengthened through investment and trade openness channels. Overall, this study emphasizes the importance of banking sector performance as a determinant of economic growth in ASEAN and emphasizes the importance of policies to strengthen the financial sector in supporting sustainable economic growth.
subject: Articles
  topic: section
subject: Banking sector performance
  topic: keywords
subject: economic growth
  topic: keywords
subject: ASEAN
  topic: keywords
subject: dynamic panel
  topic: keywords
subject: GMM
  topic: keywords
creator: Ahmad Farabi
rights: Copyright (c) 2026 Journal of Research on Business and Tourism
date: 2026-01-30
publication date: 2026-01-30
starting page: 146
ending page: 167
doi: 10.37535/104005220255

Human Capital as Experience Designers: Reframing Service Management in the F&B Industry
type: item
description: This study explores the transformation of human capital in the food and beverage (F&B) sector within Lake Toba's cultural tourism ecosystem. The research addresses a core issue: the limited role of F&B workers who are still viewed as mere service executors rather than experience designers. The study aims to reposition human resources as integral actors in delivering emotional and cultural value through tourism services. A qualitative approach was applied using thematic analysis, involving interviews, field observations, and document reviews across key destinations. Findings reveal five dominant themes: technical rigidity, lack of storytelling ability, absence of emotional labor, weak strategic awareness, and institutional training gaps. These insights led to the development of a six-stage conceptual model titled "Journey of Experience Design by F&B Human Capital," outlining the path from role awareness to reflective service delivery. The study concludes that transforming service roles in cultural destinations requires more than skill development; it necessitates cultural narrative training and emotional intelligence. Recommendations include localized training frameworks, stakeholder collaboration, and storytelling integration into F&B operations. This study contributes both theoretically and practically to the advancement of human-centered service innovation in heritage-based tourism.
subject: Articles
  topic: section
subject: experience design
  topic: keywords
subject: human capital
  topic: keywords
subject: storytelling
  topic: keywords
subject: emotional labor
  topic: keywords
subject: cultural tourism
  topic: keywords
creator: Aditiya Pratama Daryana
creator: Fenni Angriani
rights: Copyright (c) 2026 Journal of Research on Business and Tourism
date: 2025-12-31
publication date: 2025-12-31
starting page: 128
ending page: 145
doi: 10.37535/104005220254

Danone Indonesia’s B Corp Certification and Its Impact on Sustainable Business Practices
type: item
description: The Fast-Moving Consumer Goods (FMCG) sector in Indonesia faces significant challenges in adopting sustainable practices amidst environmental issues like water scarcity and plastic waste, compounded by social and regulatory complexities. This study explores how Danone Indonesia’s B Corp certification, achieved in 2018, drives transformative sustainability in its operations. Using a qualitative case study approach, the research analyzes secondary data from company reports, B Corp assessments, and industry sources, focusing on CO2 emission reduction, water stewardship, circular economy initiatives, and employee engagement. Findings reveal that certification catalyzed measurable improvements, including a CO2 reduction roadmap, 50% reduction in water usage, 25% recycling rate for PET bottles, and a 95% employee engagement score, aligning with global sustainability standards. These outcomes demonstrate that B Corp certification can inspire systemic change in emerging markets, offering a model for balancing profit with purpose in Indonesia’s dynamic business landscape.
subject: Articles
  topic: section
subject: B Corp Certification
  topic: keywords
subject: Sustainability
  topic: keywords
subject: Danone Indonesia
  topic: keywords
subject: Fast-Moving Consumer Goods
  topic: keywords
subject: Emerging Markets
  topic: keywords
creator: Karyanto Wibowo
creator: Pradhipto Bagas Wicaksono
rights: Copyright (c) 2026 Journal of Research on Business and Tourism
date: 2025-12-31
publication date: 2025-12-31
starting page: 83
ending page: 101
doi: 10.37535/104005220251

Alignment of Rural Tourism Development in the Special Economic Zone (SEZ)
type: item
description: This research article examines the alignment of rural tourism development in the Jatigede Tourism Special Economic Zone (SEZ) with the Travel and Tourism Development Index (TTDI) indicators. The primary focus of the study is to evaluate the extent to which the SEZ development plan in this region accommodates principles of inclusive, sustainable, and competitive tourism, particularly in the context of villages affected by the construction of the Jatigede reservoir. Using a descriptive, exploratory, and explanatory approach, this study applies the TTDI framework to assess infrastructure, environmental sustainability, human resource capacity, socio-cultural dynamics, and local policy readiness. The findings indicate that the development planning of the Jatigede Tourism SEZ has strong potential to enhance rural tourism; however, further alignment with TTDI standards particularly regarding environmental considerations and local community participation is necessary. The study recommends a collaborative development model involving local governments, village communities, and investors to establish an SEZ that fosters local economic growth while preserving socio-cultural heritage. These recommendations are intended to serve as a strategic reference for policymakers to ensure that implementing the Jatigede Tourism SEZ aligns with TTDI principles and sustainable development goals.
subject: Articles
  topic: section
subject: Rural Tourism
  topic: keywords
subject: Special Economic Zone (SEZ)
  topic: keywords
subject: Travel and Tourism Development Index (TTDI)
  topic: keywords
subject: Jatigede
  topic: keywords
subject: Sustainable Development
  topic: keywords
creator: Ahmad Rimba Dirgantara
creator: Delfta Tunjung Baswarani
rights: Copyright (c) 2026 Journal of Research on Business and Tourism
date: 2025-12-31
publication date: 2025-12-31
starting page: 113
ending page: 127
doi: 10.37535/104005220253

Digital Marketing Strategy Analysis of Hidden Farm Café as a Hidden Gem in Bandung
type: item
description: Indonesia’s culinary industry has grown significantly, especially among ventures that adopt unique concepts to attract consumers. One emerging trend is the “hidden gem” approach, where remote locations are embraced as part of a brand’s charm. In Bandung, a city known for its creative energy, the Dago Pakar area offers a perfect setting for such businesses. Hidden Farm Café exemplifies this trend, combining a secluded location with organic homemade meals and a cozy atmosphere that appeals to the growing demand for “healing” experiences. The Café leverages social media, particularly TikTok and Instagram, to reach wider audiences and promote its unique appeal. It has successfully attracted communities such as cyclists and young urbanites seeking authentic culinary destinations. However, this study finds that Hidden Farm Café’s digital marketing remains underutilized due to inconsistent content and weak social media strategy, limiting its outreach and growth potential. Despite these challenges, Hidden Farm Café showcases how culinary businesses can thrive off the beaten path through strong brand identity and targeted digital promotion. With improved digital marketing execution, the hidden gem model can offer a sustainable path for creative culinary ventures in Bandung and beyond.
subject: Articles
  topic: section
subject: Digital Marketing
  topic: keywords
subject: Hidden Gem
  topic: keywords
subject: STP Analysis
  topic: keywords
subject: 4A Marketing
  topic: keywords
subject: Culinary Business
  topic: keywords
creator: Sandy Adithia
creator: Raden Adi Cahyadi
rights: Copyright (c) 2026 Journal of Research on Business and Tourism
date: 2025-06-30
publication date: 2025-06-30
starting page: 71
ending page: 82
doi: 10.37535/104005120256

Evaluation of Community-Based Tourism Development in Nagari Tuo Pariangan
type: item
description: Nagari Tuo Pariangan is an area in West Sumatra that maintains Minangkabau traditions. This area is believed to be the place where the Minangkabau civilization began. The unique geographical condition is an added value for Nagari Tuo Pariangan to become one of the priority tourism destinations in Tanah Datar Regency. This research aims to evaluate tourism development in the village based on the CBT stage framework prepared by the Asia Pacific Economic Cooperation (APEC) and uses a qualitative approach. Based on the study's results, community-based tourism development in Nagari Tuo Pariangan can be categorized as a developing CBT because it almost fulfils every stage of development in CBT, even though each stage in community-based tourism development is not fully optimized, and there is still much to be addressed. The development stage of CBT implementation in Nagari Tuo Pariangan is at the stage of market demand and marketing strategy. The stage that has not been carried out at this time is monitoring and evaluation. This study can show the advantages that make it an example for other regions and the shortcomings in optimizing Nagari Tuo Pariangan tourism.
subject: Articles
  topic: section
subject: Nagari Tuo Pariangan
  topic: keywords
subject: Tourism Destination
  topic: keywords
subject: Tourism Village
  topic: keywords
subject: Community-Based Tourism
  topic: keywords
creator: Ayang Khairunnisa
creator: Alhilal Furqan
creator: Naufal Hibatullah
creator: Fernando Fasandra
creator: Fadlul Rahman
rights: Copyright (c) 2026 Journal of Research on Business and Tourism
date: 2025-06-30
publication date: 2025-06-30
starting page: 59
ending page: 70
doi: 10.37535/104005120255

Friday Noraebang's Marketing PR Strategies Shape Brand Image Through Powerful Collaboration
type: item
description: Korean culture has been a global trend for over thirty years, influencing the world. The Korean entertainment industry has grown rapidly, called the Hallyu phenomenon. Indonesia has a large Hallyu market, providing a golden opportunity for businesses like Friday Noraebang’s, a karaoke event organizer. This research aims to understand and to analyse Friday Noraebang’s Marketing Public Relations strategy to develop a positive image, by collaborating with other brands, and to identify obstacles and solutions to this strategy. It uses Marketing Public Relations approaches such as the pull, push, and pass strategies, with the PESO model concept. The research methodology used is descriptive qualitative method with interview techniques and secondary data. This research found that Friday Noraebang’s has successfully implemented three Marketing Public Relations strategies based on factors that form brand image and six elements of co-branding. The pull, push and pass strategy approach, as well as the use of social media and co-branding collaboration, are the keys to Friday Noraebang’s success in building and strengthening its brand image. Brand that have survived the pandemic are able to adapt to changes in promotional styles, maximising their flexibility and creativity to maintain audience engagement competitive advantage in the entertainment industry.
subject: Articles
  topic: section
subject: Hallyu
  topic: keywords
subject: Marketing Public Relation
  topic: keywords
subject: Brand Image
  topic: keywords
subject: PESO Model
  topic: keywords
subject: Co-Branding Collaboration
  topic: keywords
creator: Janette Maria Pinariya
creator: Rifa Ramadhani
creator: Mohamad Fadel
rights: Copyright (c) 2026 Journal of Research on Business and Tourism
date: 2025-06-30
publication date: 2025-06-30
starting page: 48
ending page: 58
doi: 10.37535/104005120254

Local Community Role in Sustainable Tourism in Saribu Gonjong Village West Sumatra
type: item
description: Sustainable tourism can create a positive relationship between tourism and the local environment through three main dimensions: physical environment, socio-cultural sustainability, and economic sustainability. The local community plays an important role in supporting sustainable tourism. Saribu Gonjong Tourism Village (SARUGO), located in West Sumatra, is known for the Minangkabau community life, traditional Rumah Gadang houses, and distinctive cultural dances. This cultural potential needs to be preserved sustainably. However, the community’s role in supporting sustainable tourism is still not optimal, so a more focused Sustainable Tourism concept is needed. The research used a descriptive qualitative method with primary and secondary data collected through in-depth interviews, participatory observation, and documentation. Saribu Gonjong Village was established in 2019 and is managed collaboratively by the local community, Pokdarwis (Tourism Awareness Group), and village leaders who actively preserve culture and develop tourism potential. The village also opens economic opportunities through homestays, crafts, and agro-tourism, although promotion and facilities need improvement. Capacity building, especially for the younger generation, is conducted through art and cultural training. With enhanced training and wider community involvement, Saribu Gonjong Tourism Village has the potential to become a leading, sustainable destination that improves the community’s welfare.
subject: Articles
  topic: section
subject: Sustainable Tourism
  topic: keywords
subject: Tourism Village
  topic: keywords
subject: Cultural Preservation
  topic: keywords
subject: Community Empowerment
  topic: keywords
subject: Local Economic Development
  topic: keywords
creator: Feronika Berutu
creator: Graciella Natasha
creator: Rifdatul Husna
rights: Copyright (c) 2026 Journal of Research on Business and Tourism
date: 2025-06-30
publication date: 2025-06-30
starting page: 34
ending page: 47
doi: 10.37535/104005120253

Kota Rempah: Strengthening Ternate’s Brand Identity through Gastronomic Souvenirs for a Sustainable Tourism
type: item
description: Ternate is celebrated for its historic spice trade and has recently adopted the Kota Rempah brand to promote its culinary heritage in support of sustainable tourism. This study examines 93 local MSMEs and their 48 unique gastronomic souvenirs—from nutmeg and kenari confections to seafood preserves—to evaluate their contributions to place identity and inclusive economic growth. Utilizing a qualitative case study design, data were gathered through semi-structured interviews with tourism office and Dekranasda officials, MSME owners, and field observations. Findings reveal that most enterprises cluster in urban districts, a diverse product range rooted in local ingredients, and strong stakeholder interest tempered by challenges in branding consistency, packaging, and geographic reach. The analysis highlights how culinary souvenirs function as cultural carriers, fostering emotional connections, longer visitor stays, and repeat visitation, while also empowering women led businesses and community livelihoods. To harness these opportunities, integrated policy measures are recommended, including shared packaging facilities, cohesive Kota Rempah branding guidelines, and expanded support for peripheral areas. Finally, pursuing geographic indication status for key spice products is proposed to protect authenticity, enhance market differentiation, and further advance sustainable tourism development in Ternate.
subject: Articles
  topic: section
subject: City Branding
  topic: keywords
subject: Gastronomic Souvenir
  topic: keywords
subject: Geographic Indication
  topic: keywords
subject: Kota Rempah
  topic: keywords
subject: Sustainable Tourism
  topic: keywords
creator: Kevin Gustian Yulius
creator: Nonot Yuliantoro
creator: Yosep Dudedes Timba
rights: Copyright (c) 2026 Journal of Research on Business and Tourism
date: 2025-06-21
publication date: 2025-06-21
starting page: 16
ending page: 33
doi: 10.37535/104005120252

Digital Marketing Strategy through Instagram in Payakumbuah Padang Restaurant
type: item
description: The development of digital marketing has had a significant impact on business marketing strategies, especially in the culinary sector. This research aims to analyze digital marketing promotion strategies through Instagram implemented by the Padang Payakumbuah Restaurant owned by Arief Muhammad. This research method uses a qualitative approach with data collection in the form of interviews with the management and observations of the Instagram content @padangpayakumbuah. The research findings explain that the digital marketing strategy implemented by Padang Payakumbuah focuses on three aspects: Search Engine Optimization (SEO), Social Media Content, and Quoting. SEO optimization through Google Business and social media can enhance the visibility and the number of visitors to the restaurant. The utilization of engaging and unique content on social media has successfully built engagement and strengthened brand awareness for Padang Payakumbuah. Furthermore, the use of quoting in captions and customer reviews plays a role in establishing trust and consumer loyalty.The digital marketing strategy through Instagram can be considered successful in increasing brand exposure and customer engagement for Padang Payakumbuah. Suggestions for further development include strengthening interactions with followers, conducting regular performance analyses, and implementing customer loyalty programs to maintain competitiveness in the culinary industry.
subject: Articles
  topic: section
subject: digital marketing
  topic: keywords
subject: Instagram
  topic: keywords
subject: Payakumbuah Padang Restaurant
  topic: keywords
creator: Rifqi Zain
creator: Jati Paras Ayu
rights: Copyright (c) 2026 Journal of Research on Business and Tourism
date: 2025-06-19
publication date: 2025-06-19
starting page: 1
ending page: 15
doi: 10.37535/104005120251

Analysis of Excess Inventory Management Using Reverse Logistics in the Electronics Sector
type: item
description: Rapid changes in trends and technological developments play a role in changes related to market demand. Often, a product line must be discontinued early due to sudden changes or shifts resulting from the emergence of new technological developments or new technological standards. Demand for newer models forces companies to launch new product lines and discontinue distribution or sales of existing ones. This phenomenon results in excess stock that ultimately leads to stagnation in warehouse inventory turnover, where this stagnant inventory storage causes additional costs for the company or becomes waste, and the company also experiences losses from this unsold inventory. This study aims to analyze the implementation of strategies and actions taken by companies, distributors, and retailers using a case study method to analyze best practices in managing end-of-cycle inventory for the company's sustainability and profitability. The findings in this research reveal that the implementation of reverse logistics in the retail of electronic industry has developed into an adaptive and dynamic system in which the continuous flow of information from the secondary market from the reverse logistics implementation drives and influence the change and the transformation on how the operational division identify, classify, and making decision on their excess inventories and dead stock moving forward.
subject: Articles
  topic: section
subject: Reverse Logistics
  topic: keywords
subject: end-of-cycle inventory
  topic: keywords
subject: operation management
  topic: keywords
subject: sustainability
  topic: keywords
creator: Stephanny Lianardo
creator: Maulibian Perdana Putra
creator: Steven
rights: Copyright (c) 2026 Journal of Research on Business and Tourism
date: 2025-12-31
publication date: 2025-12-31
starting page: 102
ending page: 112
doi: 10.37535/104005220252

Customer Preference Factors Affecting e-Groceries Purchase Intention in Indonesia
type: item
description: Due to the 2020 COVID-19 pandemic, social distance restrictions, self-quarantines, and isolations all over the world made it impossible for brick-and-mortar stores to stay open. Merchants had to focus on the online ordering to boost sales and ease financial stress as they lost billions of dollars in sales and saw unemployment in the service sector rise. Because of these unusual circumstances, the online grocery ordering system, which lets businesses talk to their prospects and customers online, has become a necessity. Even though retail owners still face problems like losing a lot of money every year and being limited in how far away they can be from their customers, online ordering has protected their business. The App User Interface has an impact on Logistic Service Quality by enabling customers to select a delivery mode seamlessly. Product information, including price, distance, and delivery method, also affects the quality of logistic services. Furthermore, it is found that logistic service quality influences the perceived convenience of online shopping and that the perceived convenience of online shopping influences purchase intention.
subject: Articles
  topic: section
subject: logistic service quality
  topic: keywords
subject: perceived convenience of e-groceries ordering
  topic: keywords
subject: product information
  topic: keywords
subject: app user interface
  topic: keywords
subject: purchase intention
  topic: keywords
creator: Aiman Yamanie
creator: Elliot Simangunsong
rights: Copyright (c) 2025 Journal of Research on Business and Tourism
date: 2025-03-19
publication date: 2025-03-19
starting page: 150
ending page: 167
doi: 10.37535/104004220246

Pengembangan Desa Wisata Berbasis Website dan E-Brochure Di Kampung Wisata Edukatif Warungboto D.I. Yogyakarta
type: item
description: Pariwisata merupakan suatu kegiatan yang dapat dilakukan secara berulang oleh wisatawan. Adapun kegiatan tersebut dapat mendukung perekonomian masyarakat sekitar melalui Community Based Tourism (CBT). Dalam kegiatan tersebut, yang menjadi salah satu lokasi wisatanya adalah desa wisata Warungboto yang telah memiliki Instagram aktif namun hanya menggunakan Link Tree sebagai tempat untuk menampung informasi. Selain Instagram, desa wisata tersebut juga menggunakan WhatsApp sebagai media komunikasi dengan wisatawan. Adapun tujuannya adalah mengidentifikasi kebutuhan sebagai dasar pembuatan website dan e-brochure yang dapat menjadi suatu daya tarik bagi wisatwan. Metode penelitian yang digunakan adalah wawancara dan observasi secara langsung di lokasi penelitian. Hasilnya adalah website yang dapat digunakan dalam promosi desa wisata secara lebih luas dan mudah untuk diakses oleh siapapun. Dari hal itu, semua informasi bisa tertampung di satu tempat yakni website yang di dalamnya juga terdapat brosur yang berisikan paket wisata, selain itu juga bisa lebih menarik wisatawan domestik dan mancanegara.
subject: Articles
  topic: section
subject: Pariwisata
  topic: keywords
subject: desa wisata
  topic: keywords
subject: website
  topic: keywords
creator: Cristian Asluki Maruanaya
creator: Jati Paras Ayu
rights: Copyright (c) 2025 Journal of Research on Business and Tourism
date: 2025-02-22
publication date: 2025-02-22
starting page: 142
ending page: 149
doi: 10.37535/104004220245

Strategi Pemasaran Inovatif dalam Mengembangkan Produk UMKM Batik Canting Ayu
type: item
description: UMKM merupakan pelaku utama dalam industri batik yang berperan besar dalam mendorong pertumbuhan ekonomi Indonesia. Salah satu tantangan bagi UMKM Batik di Indonesia adalah membuat produk batik yang modern namun tetap menjaga kelestarian budaya. Penelitian ini bertujuan untuk mengetahui strategi pemasaran inovatif yang dilakukan oleh UMKM Batik dalam mengembangkan produk. Penelitian ini mengunakan pendekatan kualitatif melalui metode wawancara mendalam. Subjek penelitian adalah UMKM Batik Canting Ayu yang berlokasi di Bekasi. Temuan utama penelitian menunjukkan strategi produk inovatif melalui teknik pewarnaan coletan dan kombinasi motif bunga teratai dan ikan gabus mampu menjadi ciri khas produk batik UMKM Batik Canting Ayu yang membedakan dengan produk kompetitor lainnya. Strategi promosi melalui digital marketing seperti pemanfaat media sosial dan e-commerce menjadi inovasi untuk memperluas pangsa pasar UMKM Batik.
subject: Articles
  topic: section
subject: Batik
  topic: keywords
subject: UMKM
  topic: keywords
subject: strategi
  topic: keywords
subject: pemasaran
  topic: keywords
subject: inovatif
  topic: keywords
creator: Yuliana Riana Prasetyawati
creator: Lamria Raya Fitriyanti
creator: Lestari Nurhajati
rights: Copyright (c) 2025 Journal of Research on Business and Tourism
date: 2025-02-19
publication date: 2025-02-19
starting page: 120
ending page: 130
doi: 10.37535/104004220243

Faktor-faktor yang Memengaruhi Nilai Perusahaan sub-Indutri Processed Food di Indonesia
type: item
description: Industri Pengolahan Makanan memiliki peran yang sangat penting bagi perekonomian Indonesia. Makanan merupakan salah satu kebutuhan primer yang selalu dibutuhkan oleh semua masyarakat, sehingga meningkatnya permintaan akan produk makanan. Seiring berkembangnya zaman, industri pengolahan makanan juga dituntut untuk menghadapi tantangan serta peluang baru. Dengan banyaknya pesaing menuntut sebuah perusahaan untuk bisa terus meningkatkan nilai perusahaannya. Penelitian ini bertujuan untuk menganalisis pengaruh dari kebijakan utang, profitabilitas, dan pertumbuhan perusahaan terhadap nilai perusahaan. Sampel dalam penelitian ini menggunakan purposive sampling terdapat 13 perusahaan yang terdaftar di Bursa Efek Indonesia tahun 2020-2023 sehingga jumlah data yang digunakan sebanyak 52 data pengamatan. Dengan menggunakan analisis regresi ditemukan bahwa Kebijakan utang berpengaruh negatif terhadap nilai perusahaan, dan profitabilitas serta pertumbuhan perusahaan berpengaruh positif terhadap nilai perusahaan. Hasil uji koefisien determinasi menunjukkan kekuatan pengaruh kebijakan utang, profitabilitas, pertumbuhan perusahaan terhadap nilai perusahaan sebesar lebih dari 75% hal ini mengindikasikan bahwa ke-tiga variabel independen yang diteliti memiliki peran yang cukup signifikan pada nilai perusahaan.
subject: Articles
  topic: section
subject: Kebijakan Utang
  topic: keywords
subject: Profitabilitas
  topic: keywords
subject: Pertumbuhan Perusahaan
  topic: keywords
subject: Nilai Perusahaan
  topic: keywords
creator: Revi Mariska
creator: Diyah Sukanti Cahyaningsih
rights: Copyright (c) 2025 Journal of Research on Business and Tourism
date: 2025-02-18
publication date: 2025-02-18
starting page: 102
ending page: 119
doi: 10.37535/104004220242

Pengaruh Lokasi Acara Terhadap Kepuasan Penonton Konser Born Pink World Tour Jakarta 2023
type: item
description: Event merupakan suatu kegiatan untuk memperlihatkan, menampilkan, memperingati serta merayakan berbagai hal penting yang diselenggarakan pada waktu tertentu. Dalam menghadiri konser musik terdapat berbagai pertimbangan yang dapat menentukan kepuasan pelanggan. Pada penelitian ini peneliti akan meneliti dari sudut pandang lokasi. Penelitian ini dilakukan dengan tujuan untuk mengetahui apakah terdapat pengaruh dan seberapa besar pengaruh lokasi acara terhadap kepuasan penonton konser Born Pink World Tour Jakarta 2023. Dalam penelitian ini peneliti menggunakan metode kuantitatif dengan menguji koefisien determinasi, analisis korelasi dan analisis regresi linear sederhana. Pada penelitian ini total responden sebanyak 100 orang yang hadir pada konser Born Pink World Tour Jakarta 2023 di Stadion Utama Gelora Bung Karno, Jakarta. Hasil dari hubungan (korelasi) antara variabel Lokasi dengan Kepuasan Penonton sebesar 0.805 yang berati memiliki Lokasi berpengaruh terhadap kepuasan penonton dengan tingkat hubungan sangat kuat. Penelitian ini juga terdapat besar pengaruh Lokasi terhadap Kepuasan Penonton konser Born Pink World Tour Jakarta 2023 sebesar 64,8%.
subject: Articles
  topic: section
subject: Event
  topic: keywords
subject: Teori Lokasi
  topic: keywords
subject: Kepuasan Penonton
  topic: keywords
creator: Maulibian Perdana Putra
creator: Raina Rizkina
rights: Copyright (c) 2025 Journal of Research on Business and Tourism
date: 2025-02-19
publication date: 2025-02-19
starting page: 131
ending page: 141
doi: 10.37535/104004220244

Perkembangan Teknologi Informasi dan Komunikasi di Industri Perjalanan Wisata dan Dampaknya Kepada Solo Traveler Perempuan di Indonesia
type: item
description: Penelitian ini mengkaji perkembangan Teknologi Informasi dan Komunikasi (TIK) dalam industri perjalanan wisata di Indonesia dan dampaknya terhadap solo traveler perempuan. Dengan meningkatnya akses internet dan penggunaan aplikasi mobile, solo traveler perempuan di Indonesia kini dapat merencanakan dan menjalani perjalanan dengan lebih mudah dan efisien. Hal tersebut juga mendasar pada Tujuan Pembangunan Berkelanjutan (SDGs) nomor lima yaitu kesetaraan gender, dimana dalam ranah kepariwisataan, wisatawan laki-laki dan perempuan berhak mendapatkan pelayanan yang sama saat melakukan perjalanan wisata. Metodologi yang digunakan pada penelitian ini adalah kajian literatur, menganalisis fenomena, tren, dan isu terkait TIK dalam konteks perjalanan. Hasil penelitian menunjukkan bahwa TIK memberikan manfaat signifikan, seperti akses cepat terhadap informasi destinasi, kemudahan pemesanan, dan interaksi melalui media sosial. Namun, tantangan juga muncul, terutama terkait dengan keamanan dan keandalan informasi, yang menjadi perhatian utama bagi perempuan yang bepergian sendirian. Penelitian ini menemukan bahwa meskipun TIK meningkatkan pengalaman perjalanan, solo traveler perempuan harus tetap waspada terhadap potensi risiko. Rekomendasi untuk penyedia atau bisnis layanan pariwisata adalah mengembangkan solusi yang lebih aman dan ramah terhadap kebutuhan solo traveler perempuan. Temuan dari penelitian ini diharapkan dapat memberikan wawasan yang berguna bagi pengembangan industri pariwisata di Indonesia yang lebih inklusif dan responsif terhadap kebutuhan perempuan.
subject: Articles
  topic: section
subject: Teknologi Informasi dan Komunikasi
  topic: keywords
subject: Industri Perjalanan Wisata
  topic: keywords
subject: Tujuan Pembangunan Berkelanjutan
  topic: keywords
subject: Solo Traveler Perempuan
  topic: keywords
creator: Siti Adelita Raif Khadijah
rights: Copyright (c) 2024 Journal of Research on Business and Tourism
date: 2024-12-29
publication date: 2024-12-29
starting page: 82
ending page: 101
doi: 10.37535/104004220241

Unveiling The Relation Between Product Placement and Consumer Minds in the ‘Stranger Things’ Series
type: item
description: 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.
subject: Articles
  topic: section
subject: product placement
  topic: keywords
subject: Stranger Things
  topic: keywords
subject: consumer behavior
  topic: keywords
subject: figure and ground
  topic: keywords
creator: Reina Amerya Ayu Boer
rights: Copyright (c) 2024 Journal of Research on Business and Tourism
date: 2024-08-14
publication date: 2024-08-14
starting page: 70
ending page: 81
doi: 10.37535/104004120246

Pengembangan Desa Wisata Dieng Kulon Dalam Kajian Dimensi Community Based Tourism
type: item
description: 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.
subject: Articles
  topic: section
subject: Pariwisata
  topic: keywords
subject: Desa Wisata
  topic: keywords
subject: Pariwisata Berbasis Komunitas
  topic: keywords
subject: Dieng Kulon
  topic: keywords
creator: Ahmad Zaenu Siyam Musyafa
creator: Mahesa Yudistira
creator: Vitha Octavanny
creator: Heri Purnama
rights: Copyright (c) 2024 Journal of Research on Business and Tourism
date: 2024-07-29
publication date: 2024-07-29
starting page: 62
ending page: 69
doi: 10.37535/104004120245

The Development of Flora and Fauna Conservation Area Through Signage and Digital Map
type: item
description: 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.
subject: Articles
  topic: section
subject: Ecotourism
  topic: keywords
subject: Conservation Area
  topic: keywords
subject: Urban Forest
  topic: keywords
subject: Signage
  topic: keywords
subject: Digital Map
  topic: keywords
creator: Handy Lim
creator: Fathiya Agmariyan Cahyani
creator: Anak Agung Dhea Amelia
creator: Melva Angelica
creator: Jati Paras Ayu
rights: Copyright (c) 2024 Journal of Research on Business and Tourism
date: 2024-07-05
publication date: 2024-07-05
starting page: 46
ending page: 61
doi: 10.37535/104004120244

Marketing Communication Strategy in Peer-to-Peer Lending for Indodana Online Loan Services to Appeal to Millennial Customers
type: item
description: 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.
subject: Articles
  topic: section
subject: marketing communication strategy
  topic: keywords
subject: information technology innovation
  topic: keywords
subject: fintech
  topic: keywords
subject: online loans
  topic: keywords
subject: peer to peer lending
  topic: keywords
creator: Aditya Eka Putra
creator: Safaruddin Husada
creator: Latif Fianto
rights: Copyright (c) 2024 Journal of Research on Business and Tourism
date: 2024-06-29
publication date: 2024-06-29
starting page: 32
ending page: 45
doi: 10.37535/104004120243

Analisis Pengaruh Visual Appeal dan Portability terhadap Urge to Buy Impulsively
type: item
description: 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.
subject: Articles
  topic: section
subject: Daya Tarik Visual
  topic: keywords
subject: Portabilitas
  topic: keywords
subject: Penelusuran Hedonis
  topic: keywords
subject: Penelusuran Utilitarian
  topic: keywords
subject: Dorongan Pembelian Impulsif
  topic: keywords
creator: Chynthia Noura Elysha
creator: Kardison Lumban Batu
rights: Copyright (c) 2024 Journal of Research on Business and Tourism
date: 2024-06-28
publication date: 2024-06-28
starting page: 1
ending page: 21
doi: 10.37535/104004120241

Hotel’s Sustainable Business Strategy During and Post COVID-19 Pandemic
type: item
description: 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.
subject: Articles
  topic: section
subject: sustainable strategy
  topic: keywords
subject: hospitality
  topic: keywords
subject: business model canvas
  topic: keywords
creator: Robi Awaluddin
creator: Iis Surgawati
rights: Copyright (c) 2024 Journal of Research on Business and Tourism
date: 2024-06-29
publication date: 2024-06-29
starting page: 22
ending page: 31
doi: 10.37535/104004120242

Analisis Perubahan Perilaku Wisatawan Post Era Pandemi COVID-19 Sebagai Strategi Pariwisata Berkelanjutan
type: item
description: Artikel ini mengkaji tentang perubahan perilaku konsumen wisatawan akibat dari pademi COVID-19 yang berdampak pada industri pariwisata di seluruh dunia. Resiko kesehatan dan pembatasan sosial adalah dua hal utama yang menjadi perhatian bagi wisatawan untuk melakukan perjalanan domestik maupun internasional. Mengingat pentingnya peran wisatawan sebagai salah satu stakeholder dalam kegiatan pariwisata, perubahan perilaku wisawawan ini dapat dijadikan momen untuk pergeseran tren wisata dari mass tourism menjadi pariwisata yang bertanggung jawab dan berkelanjutan. Penelitian dilakukan dengan menggunakan pendekatan kualitatif yaitu analisis konten dari sumber-sumber relevan untuk menganalisa pola dan perilaku wisatawan, sehingga dapat ditemukan pemahaman baik atas kebutuhan wisatawan, keputusan untuk memilih, menggunakan, dan mengevaluasi produk pariwisata, sehingga pelaku industri wisata dapat menggunakannya sebagai panduan dalam pengembangan strategi pariwisata berkelanjutan.
subject: Articles
  topic: section
subject: analisis konten
  topic: keywords
subject: pariwisata berkelanjutan
  topic: keywords
subject: perilaku wisatawan
  topic: keywords
subject: COVID-19
  topic: keywords
creator: Kenyo Kharisma Kurniasari
creator: Atika Nur Hidayah
creator: Kurnia Fahmi Ilmawan
rights: Copyright (c) 2023 Journal of Research on Business and Tourism
date: 2023-12-14
publication date: 2023-12-14
starting page: 108
ending page: 120
doi: 10.37535/104003220234