Journal of Research on Business and Tourism

Digital Marketing Strategy through Instagram in Payakumbuah Padang Restaurant

Rifqi Zain, Jati Paras Ayu — Thu, 19 Jun 2025 00:00:00 +0000

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.

Kota Rempah: Strengthening Ternate’s Brand Identity through Gastronomic Souvenirs for a Sustainable Tourism

Kevin Gustian Yulius, Nonot Yuliantoro, Yosep Dudedes Timba — Sat, 21 Jun 2025 00:00:00 +0000

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.