Jurnal Pariwisata, Bisnis dan Digital di kelalo oleh Pusat Penelitian, Pengabdian Masyarakat (P3M) Institut Pariwisata Trisakti terbit dua kali setahun (Mei dan September) dan memuat artikel hasil penelitian, kajian teori, serta analisis kasus tentang pariwisata, bisnis, dan transformasi digital mencakup manajemen destinasi berkelanjutan, inovasi dan strategi bisnis, teknologi digital untuk pemasaran dan manajemen, transformasi digital UMKM dan kewirausahaan, perilaku konsumen digital, e-commerce dan digital marketing, smart tourism, serta isu kontemporer ekonomi berbasis teknologi. Jurnal ini menerima naskah dari akademisi, praktisi, peneliti, dan mahasiswa.
Pusat Penelitian dan Pengabdian Kepada Masyarakat, Institut Pariwisata Trisakti
Pengaruh Daya Tarik M Bloc Space Terhadap Kepuasan Pengunjung Gen Z Di Wisata Perkotaan Jakarta Selatan
This study aims to analyze the influence of M Bloc Space’s attractiveness on Gen Z visitor satisfaction in urban tourism in South Jakarta. The research uses a quantitative method with descriptive and associative approaches. Data were collected through questionnaires distributed to 100 respondents who visited M Bloc Space. Data analysis was conducted using validity and reliability tests, Pearson correlation, coefficient of determination, simple linear regression, and t-test with SPSS 21. The results show that the attractiveness of M Bloc Space is categorized as very attractive with a mean score of 4.26, while visitor satisfaction is categorized as very satisfied with a mean score of 4.24. Pearson correlation analysis indicates a very strong and positive relationship between attractiveness and visitor satisfaction, with a coefficient of 0.915. The coefficient of determination shows that 83.7% of visitor satisfaction is influenced by attractiveness, while 16.3% is influenced by other factors. The t-test results indicate that attractiveness has a significant effect on visitor satisfaction. In conclusion, the attractiveness of M Bloc Space has a positive and significant impact on visitor satisfaction. It is recommended to improve amenities such as toilet cleanliness and adjust souvenir pricing to be more affordable. Keywords: : tourist attraction, visitor satisfaction, m bloc space, gen z, urban tourism
Pengaruh Kualitas Pelayanan dan Ambience terhadap Kepuasan Pelanggan pada Smiljan Space Bintaro
This study aims to analyze the effect of service quality and price on customer satisfaction in a culinary business. The research method used is a quantitative approach with data collection techniques through questionnaires distributed to 100 respondents who are customers. Data analysis techniques include validity test, reliability test, coefficient of determination test, and partial test (t-test) using statistical software. The results show that service quality and price have a positive and significant effect on customer satisfaction. This is evidenced by the significance value being less than 0.05 and the coefficient of determination indicating that the independent variables are able to explain the dependent variable quite well. In the discussion, it is found that fast and friendly service as well as prices that match product quality are the main factors in increasing customer satisfaction. The conclusion of this study is that improving service quality and setting competitive prices can significantly increase customer satisfaction. The suggestion is that business owners should continuously improve service quality and regularly evaluate pricing strategies to meet customer expectations. Keywords: : service quality, price, customer satisfaction, quantitative research
Formulasi Model Inovasi Edu-Ecotourism Berbasis Analisis Potensi Ekowisata Di Desa Wisata Penglipuran Bali
This study aims to analyze the ecotourism potential of Penglipuran Tourism Village, Bali, as the basis for formulating the Integrated Edu-Ecotourism Innovation Framework (IEIF) to support sustainable tourism development. The study employed a descriptive-evaluative research design using a combination of quantitative and qualitative approaches. Ecotourism potential was assessed through field observations, documentation, and evaluation of existing conditions using the Avenzora indicators with the one score one criteria approach and a seven-point Likert scale. The findings indicate that Penglipuran Tourism Village possesses high ecotourism potential, particularly in the dimensions of spirituality (6.69), green open spaces (6.57), flora (6.51), fauna (6.52), tangible and intangible cultural heritage (>6.25), souvenirs (6.64), and culinary resources (6.61). In contrast, natural phenomena received the lowest score (5.29), highlighting the need for strategic enhancement as part of destination development. Based on these findings, the IEIF model was developed by integrating product innovation through digital-based educational trails, process innovation through carrying capacity management and zoning regulations, and management innovation through the establishment of a community-based edutourism hub supported by a continuous feedback loop mechanism. This study concludes that the IEIF model effectively integrates natural and cultural resources as the foundation for sustainable edu-ecotourism development. Keywords: edu-ecotourism, ecotourism potential, tourism village, destination innovation
Pengaruh Fasilitas Wisata Terhadap Tingkat Kepuasan Pengunjung di Desa Wisata Penglipuran Kabupaten Bangli, Provinsi Bali
This study aims to analyze the influence of tourism facilities on visitor satisfaction at Penglipuran Tourism Village, Bangli Regency, Bali Province. The research method used is a quantitative approach with descriptive and associative analysis. Data collection was conducted through questionnaires distributed to 100 respondents who visited Penglipuran Tourism Village. The data were analyzed using validity test, reliability test, coefficient of determination, and multiple linear regression analysis with SPSS. The results show that tourism facilities, including primary and supporting facilities, are categorized as very good with an average score of 4.3. Visitor satisfaction is also in the very good category, influenced by factors such as cleanliness, comfort, and the friendliness of the local community. The analysis indicates that tourism facilities have a significant effect on visitor satisfaction, contributing 86.1%. This implies that better facilities lead to higher visitor satisfaction levels. In conclusion, tourism facilities play a crucial role in enhancing visitor satisfaction. Therefore, it is recommended that the management continuously improve facility quality, enhance accessibility, and conduct regular evaluations to provide better tourism experiences. Keywords: tourism facilities, visitor satisfaction, tourism village, tourism, Penglipuran
Pengaruh Servicescape Terhadap Kepuasan Pelanggan Bistro Restaurant Swiss-Bell Inn Hotel Bogo
The objective of this research is to examine the impact of the servicescape on customer satisfaction at the Bistro Restaurant, Swiss-Bel Inn Hotel Bogor. The term "servicescape" encompasses the tangible aspects of the service environment, including spatial layout, hygiene, comfort, lighting, acoustics, and overall visual appeal, all of which contribute to customer perceptions. Customer satisfaction is conceptualized as an evaluative judgment resulting from the entire service encounter. This study adopts a quantitative methodology, utilizing a survey approach in which data were gathered through questionnaires administered to individuals who had dined at the restaurant. The data were analyzed using a simple linear regression technique to assess the degree of influence exerted by the servicescape on customer satisfaction. The findings reveal a statistically significant and positive relationship between servicescape quality and customer satisfaction. These results underscore the strategic role of physical environmental management in enhancing dining experiences and fostering customer loyalty. Keywords: Servicescape, Customer Satisfaction, Restaurant, Hotel, Physical Environment
Pengaruh Media Sosial Instagram Terhadap Keputusan Berkunjung Wisatawan di Taman Wisata Alam Angke Kapuk Jakarta
This study aimed to analyze the effect of Instagram as a social media platform on tourists' visiting decisions at Taman Wisata Alam Angke Kapuk, Jakarta. A quantitative approach with an associative research design was employed. The study involved 100 respondents selected using the Slovin formula. Data were collected through a Likert-scale questionnaire and analyzed using SPSS version 21, including validity and reliability tests, coefficient of determination, simple linear regression, and t-test. The results indicated that all research instruments were valid and reliable. Instagram had a positive and significant effect on tourists' visiting decisions, with a regression coefficient of 0.760, a t-value of 12.737 (p < 0.001), and a coefficient of determination (R²) of 0.623. These findings suggest that content quality, information delivery, and user engagement on Instagram play important roles in influencing tourists' decisions to visit the destination. Therefore, destination managers are encouraged to optimize digital marketing strategies by providing engaging and consistent content, while future studies should incorporate additional variables to develop a more comprehensive research model. Keywords: Instagram social media, visiting decision, digital marketing, Taman Wisata Alam Angke Kapuk.
Pengaruh Peran Kesadaran Wisata Kelompok Tani Aneka Usaha dan Pengembangan Agrowisata Terhadap Pemberdayaan Masyarakat di Dusun Kranjang Desa Wayame Kecamatan Teluk Ambon
This study aims to analyze the influence of tourism awareness and agritourism development on community empowerment in Dusun Kranjang, Wayame Village, Teluk Ambon District. This study employed a quantitative approach with a sample of 100 respondents determined using the Slovin formula. Data were collected through questionnaires, observations, and documentation and were analyzed using validity tests, reliability tests, multiple linear regression analysis, the coefficient of determination, t-tests, and F-tests . The results indicate that the research instrument met the validity and reliability requirements. Furthermore, tourism awareness and agritourism development have a positive and significant influence on community empowerment, both partially and simultaneously. These findings suggest that increasing community awareness of tourism potential, supported by effective agritourism development, can enhance community participation, self-reliance, and welfare through the utilization of local resources. Tourism awareness and agritourism development are important factors in promoting community empowerment based on local potential. Keywords: tourism awareness; agritourism; community empowerment; farmers group; sustainable tourism
Pengaruh Daya Tarik Visual Area Tematik Terhadap Minat Berkunjung Kembali Wisatawan di Lippo Mall Puri
This study aims to analyze the influence of M Bloc Space’s attractiveness on Gen Z visitor satisfaction in urban tourism in South Jakarta. The research uses a quantitative method with descriptive and associative approaches. Data were collected through questionnaires distributed to 100 respondents who visited M Bloc Space. Data analysis was conducted using validity and reliability tests, Pearson correlation, coefficient of determination, simple linear regression, and t-test with SPSS 21. The results show that the attractiveness of M Bloc Space is categorized as very attractive with a mean score of 4.26, while visitor satisfaction is categorized as very satisfied with a mean score of 4.24. Pearson correlation analysis indicates a very strong and positive relationship between attractiveness and visitor satisfaction, with a coefficient of 0.915. The coefficient of determination shows that 83.7% of visitor satisfaction is influenced by attractiveness, while 16.3% is influenced by other factors. The t-test results indicate that attractiveness has a significant effect on visitor satisfaction. In conclusion, the attractiveness of M Bloc Space has a positive and significant impact on visitor satisfaction. It is recommended to improve amenities such as toilet cleanliness and adjust souvenir pricing to be more affordable. Keywords: tourist attraction, visitor satisfaction, M Bloc Space, Gen z, urban tourism
Pengaruh Bauran Pemasaran dan Kearifan Lokal Terhadap Minat Berkunjung Wisatawan di Pulau Pramuka
Pramuka Island has marine tourism potential in the form of beautiful coral reefs which can be enjoyed with various activities such as snorkeling and diving. One of the efforts that can be made by the management or local community is to carry out a marketing mix to introduce the potential and local wisdom of Pramuka Island so that it can attract visiting tourists. This research uses a research approach, namely quantitative descriptive, with the testing method used is Purposive Sampling, namely by taking a sample of 100 respondents from tourists who have visited and are currently visiting Pramuka Island, and data is also obtained from the results of the researcher's direct observations on Pramuka Island. The research data were analyzed using Multiple Linear Regression tests and Hypothesis tests as well as research instruments using a Likert Scale Model with a value of 1 – 5. The results of the research after conducting regression tests and hypothesis tests, showed that the marketing mix and local wisdom together (simultaneously) had a relationship and influence on interest in visiting Pramuka Island, namely 65.3%. Meanwhile, partially the marketing mix has a significant influence on tourists' interest in visiting with a t-count value (7.498) > t-table (1.985), and local wisdom also has a significant influence on tourists' visiting interest with a t-count value (2.803) > T-table (1,985). Keywords: marketing mix, lokal wisdom, interest in visiting, Pramuka Island
Pengaruh Daya Tarik Wisata Kuliner Terhadap Kepuasan Wisatawan di Pasar Lama Tangerang
This study aims to examine the influence of culinary tourism attraction on visitor satisfaction at Pasar Lama Tangerang. A quantitative approach with an associative research design was employed. The study population consisted of visitors who had visited Pasar Lama Tangerang, with a sample of 100 respondents selected using the Slovin formula and a probability sampling technique through simple random sampling. Data were collected through questionnaires, observations, and interviews. The culinary tourism attraction variable was measured using four dimensions: product, price, packaging, and assurance, while visitor satisfaction was measured through product quality, price, service quality, and convenience. Data analysis was conducted using SPSS Statistics version 27, including validity and reliability tests, descriptive analysis, simple linear regression, correlation coefficient, coefficient of determination, and partial (t-test) analysis. The results indicated that partial test revealed that culinary tourism attraction had a positive and significant effect on visitor satisfaction. It can be concluded that improving culinary tourism attractions leads to higher visitor satisfaction. Therefore, destination managers and culinary business operators are encouraged to continuously enhance product quality, maintain food hygiene, improve service quality, and develop innovative culinary offerings to increase visitor satisfaction and encourage repeat visits. Keywords: culinary tourism attraction, visitor satisfaction, culinary tourism
Pengaruh Lingkungan Kerja Terhadap Kinerja Karyawan di Hotel Fame Gading Serpong
This study aims to analyze the influence of the work environment on employee performance at Fame Hotel Gading Serpong. The study employed a quantitative approach with a descriptive-associative design and survey method. The population and sample consisted of all 53 employees of Fame Hotel Gading Serpong selected through saturated sampling. Primary data were collected using a five-point Likert-scale questionnaire, while secondary data were obtained from company documents and relevant literature. Data were analyzed using descriptive statistics, validity, reliability, normality, heteroscedasticity, autocorrelation, simple linear regression, t-test, and coefficient of determination with SPSS. The results show that the work environment has a positive and significant effect on employee performance, as indicated by a t-value of 11.331 and a significance value of 0.000. These findings emphasize the importance of managing physical and non-physical work environments as part of human resource management strategies in the hospitality industry. Keywords: employee performance, hospitality, human resource management, work environment
Pengaruh Kualitas Produk Klappertart Terhadap Keputusan Pembelian Konsumen Pada “Klappertart Huize” Salak Boutique Hotel
This study analyzes the effect of product quality on consumer purchasing decisions at Klappertart Huize, Salak Boutique Hotel. A quantitative approach employing descriptive and hypothesis-testing methods was used. Data were collected through a five-point Likert-scale questionnaire from 99 consumers selected using purposive sampling. The data were analyzed using validity, reliability, normality, simple linear regression, t-test, and coefficient of determination. The results showed that all measurement items were valid and reliable and that the residuals were normally distributed. The regression equation Y = 1.851 + 0.733X indicated a positive effect. An R value of 0.978 demonstrated a very strong relationship, while an R² value of 0.956 indicated that product quality explained 95.6% of the variance in purchasing decisions. The t-value of 46.024, with a significance value below 0.05, demonstrated that product quality had a positive and significant effect on purchasing decisions. Therefore, management should consistently maintain and improve product quality to meet consumer expectations and support purchasing decisions. Keywords: product quality, purchasing decisions, klappertart
Pemenuhan Fasilitas Kebun Binatang Surabaya Sebagai Destinasi Wisata Ramah Anak
Surabaya Zoo is a tourist destination in Surabaya, serving as a center for recreation, conservation, and education. KBS, which is predominantly visited by children, is a key driver of its status as a child-friendly tourist destination. This study aims to identify various child-friendly indicators that KBS has met and propose necessary facility improvements. The research method used a qualitative approach with descriptive methods. Data were obtained through direct observation, interviews with staff and visitors, and analysis of documents related to programs and facilities. The results indicate that KBS has met several child-friendly indicators, including safe play areas, interactive educational programs, and a strict security system. However, several shortcomings remain, such as child-friendly restrooms, healthy food options, and an educational thematic museum. Recommended future facilities include the addition of special restrooms for children, the provision of healthy food menus, and the development of an interactive thematic museum. It is hoped that KBS can further strengthen its position as a child-friendly tourist destination that is not only entertaining but also educational, providing a beneficial and enjoyable experience for all children. Keywords: Surabaya Zoo, child-friendly tourist destination, tourism
Pengaruh Promosi Media Sosial dan Kualitas Produk Terhadap Keputusan Pembelian Pada Usaha Kuliner Macinos
ABSTRACT This study aims to analyze the influence of social media promotion and product quality on purchasing decisions at Macinos Culinary Business in Bintaro, South Tangerang. This research employed a quantitative, data were collected through a questionnaire distributed to consumers selected as research respondents using a five-point Likert scale. The data were analyzed using multiple linear regression with the assistance of SPSS software after the research instrument had met the validity and reliability requirements. The findings indicate that social media promotion does not have a significant effect on purchasing decisions, whereas product quality has a positive and significant effect on purchasing decisions. Simultaneously, social media promotion and product quality have a significant effect on purchasing decisions, indicating that both variables contribute to explaining variations in consumers' purchasing decisions. This study concludes that product quality is a more dominant factor influencing purchasing decisions than social media promotion. Therefore, business owners are encouraged to maintain and continuously improve product quality while optimizing social media promotion through more engaging, interactive, and consumer-oriented content to enhance marketing effectiveness and stimulate consumers' purchasing decisions. Keywords: social media promotion, product quality, purchasing decisions
Pengaruh Kualitas Produk dan Kualitas Pelayanan Terhadap Minat Beli Ulang di Obihiro Nikudon Blok M, Jakarta Selatan
This study aims to examine the influence of product quality and service quality on customers' repurchase intention at Obihiro Nikudon Blok M, South Jakarta. A quantitative approach employing descriptive and verificative methods was adopted. The study population consisted of customers of Obihiro Nikudon Blok M, and the sample was selected using purposive sampling based on respondents who had previously purchased products from the restaurant. Data were collected through a structured questionnaire using a five-point Likert scale and analyzed using multiple linear regression, supported by validity, reliability, partial, and simultaneous significance tests. The findings indicate that all research instruments met the required validity and reliability criteria. Furthermore, the results reveal that both product quality and service quality have a positive and significant effect on customers' repurchase intention, both individually and simultaneously. Among the two independent variables, service quality exerts a relatively stronger influence on repurchase intention than product quality. The study concludes that consistently improving product quality and service quality is essential for enhancing customers' repurchase intention and sustaining customer loyalty in the Japanese restaurant industry. Keywords: product quality, service quality, repurchase intention
Pengaruh Promosi Media Sosial Instagram Terhadap Tahap Keputusan Pembelian Produk Lorong Kopi Cilandak di Jakarta Selatan
This study aims to examine the effect of Instagram social media promotion on consumers' purchasing decisions at Lorong Kopi Cilandak, South Jakarta. The rapid growth of social media has encouraged coffee shops to utilize Instagram as a digital marketing platform to enhance product attractiveness and build stronger relationships with consumers. This study employed a quantitative approach using a survey method. The study population consisted of followers of the @temanlorong Instagram account, while the sample was determined using the Slovin formula and a convenience sampling technique. Data were collected through a questionnaire using a five-point Likert scale. The Instagram social media promotion variable was measured using the dimensions of content creation, content sharing, connecting, and community building, whereas the purchasing decision variable was measured based on the stages of need recognition, information search, alternative evaluation, purchase decision, and post-purchase behavior. Data were analyzed using validity, reliability, and hypothesis testing. The results indicate that all research instruments met the validity and reliability requirements. Furthermore, Instagram social media promotion was found to have a positive and significant effect on consumers' purchasing decisions. These findings suggest that Instagram is an effective digital marketing platform for influencing consumers' purchasing decisions in the coffee shop industry. Keywords: Instagram social media promotion, purchasing decision
Pengaruh Komponen Pariwisata Terhadap Minat Berkunjung Kembali di Taman Bukit Siguntang Palembang, Sumatra Selatan
This study aims to analyze the effect of tourism components on tourists’ intention to revisit Taman Bukit Siguntang, Palembang, South Sumatra. A quantitative approach with a survey method was employed. Primary data were collected through questionnaires distributed to 100 tourists who had previously visited Taman Bukit Siguntang, while secondary data were obtained from relevant literature and supporting documents. Tourism components were measured through attractions, amenities, accessibility, and ancillary services, while revisit intention was measured based on the intention to revisit and recommend the destination. The data were analyzed using simple linear regression with the assistance of SPSS version 27. The results indicate that tourism components have a positive and significant effect on tourists’ revisit intention, with a regression coefficient of 0.308, a t-value of 25.045, and a significance level of 0.001. The R-square value of 0.865 indicates that tourism components explain 86.5% of the variance in tourists’ revisit intention. These findings highlight the importance of improving the quality of tourism components to encourage repeat visits to Taman Bukit Siguntang. Keywords: tourism components, revisit intention
Pentingnya Marketing Media Sosial pada UMKM Desa Cibeber, Purwakarta, Jawa Barat
This study aims to explore the importance of social media marketing for micro, small, and medium-sized enterprises (MSMEs) in Cibeber Village, Purwakarta, West Java, with a particular focus on social media utilization, perceived benefits, customer interaction, content development, and challenges in its implementation. This study employed a descriptive qualitative approach. Data were collected through in-depth interviews, observations, and documentation involving MSME actors in Cibeber Village and were analyzed using thematic analysis. The findings indicate that social media is considered an important promotional tool for expanding market reach, increasing product visibility, facilitating communication with customers, and strengthening customer relationships. Social media also provides opportunities for MSMEs to integrate product promotion with the tourism potential and local identity of Cibeber Village. However, optimizing social media utilization remains constrained by limited digital literacy, content creation skills, understanding of digital marketing strategies, and access to technological resources and support. Therefore, the effectiveness of social media marketing is determined not only by access to digital platforms but also by the ability of MSME actors to manage and integrate social media strategically into their marketing activities. Keywords: social media marketing, MSMEs, digital transformation, tourism village
Pengaruh Wisata Edukasi dan Keindahan Arsitektur Terhadap Keputusan Bekunjung ke Museum Bank Indonesia
Museums serve not only as institutions for preserving history and culture but also increasingly as tourism destinations that offer educational and aesthetic experiences. This study aims to analyze the influence of educational tourism and architectural beauty on visitors’ decisions to visit the Bank Indonesia Museum. A quantitative approach with an explanatory research design was employed. Primary data were collected through a five-point Likert-scale questionnaire administered to 100 respondents selected using purposive sampling. The respondents were visitors aged 17 years and above who had visited the Bank Indonesia Museum. The data were analyzed using linear regression analysis. The results show that educational tourism has a positive and significant effect on the decision to visit, with a regression coefficient of 0.450 and a significance level of 0.000. Architectural beauty also has a positive and significant effect, with a regression coefficient of 0.380 and a significance level of 0.000. Simultaneously, both variables significantly affect the decision to visit, with an F-value of 62.430 and a significance level of 0.000. These findings highlight the importance of integrating educational functions and architectural appeal in developing the Bank Indonesia Museum as a cultural and educational tourism destination. Keywords: educational tourism, architectural beauty, visit decision, museum
Service Excellent Pada Usaha yang Berkelanjutan
ABSTRACT Service excellence supports sustainable business by enhancing customer experience, satisfaction, trust, loyalty, and retention while integrating digitalization, innovation, strategic alliances, and sustainability practices to create long-term economic, social, and environmental value. This study aims to analyze the development of the literature on service excellence and its contribution to sustainable businesses, while identifying research gaps and future research directions. The study employs a Systematic Literature Review (SLR) approach. Relevant literature was obtained from various academic databases and analyzed using descriptive analysis and thematic synthesis. The findings indicate that service excellence is associated with customer experience, customer satisfaction, trust, customer loyalty, and customer retention, which can subsequently contribute to business performance and sustainability. The findings also indicate that these relationships can be strengthened through digitalization, innovation, strategic alliances, and sustainability practices. This review highlights the need to expand the concept of service excellence beyond a customer satisfaction-oriented perspective toward long-term value creation that integrates economic, social, and environmental dimensions of business sustainability. Keywords: service excellence, service quality, customer experience, customer loyalty, business sustainability
Dampak Penyelenggaraan Festival Seni Budaya Terhadap Aspek Ekonomi Masyarakat di Desa Adat Kuta
This study aims to examine the economic impact of the Cultural Arts Festival on the local community in Kuta Traditional Village, Badung Regency. Cultural arts festivals are regarded as a form of tourism event with significant potential to stimulate local economic growth through increased income, job creation, and community economic circulation. This research employs a quantitative approach, using data collection techniques such as observation, interviews, and questionnaires distributed to 100 respondents. The findings indicate that the festival has a positive impact, evidenced by increased economic transactions, participation of MSMEs, the creation of seasonal jobs, higher community income, and enhanced destination image promotion. However, there are also negative impacts, including traffic congestion, rising prices of basic necessities during the festival, and increased waste production. Overall, the average respondent rating on the economic impact falls under the "agree" category, with a mean score of 4.23 (very good). Based on these results, it is recommended to enhance the festival’s sustainability by improving traffic management, implementing more effective waste management, and maintaining price stability throughout the event. Keywords: cultural arts festival economic impact, tourism event
Pengaruh Fasilitas dan Atraksi Buatan Terhadap Minat Berkunjung Ke Aviary Park Bintaro
This study aims to analyze the influence of facilities and attractions on tourists’ intention to visit Aviary Park Bintaro. The study employed a quantitative approach using a survey method. Primary data were collected through questionnaires distributed to 105 respondents who had previously visited Aviary Park Bintaro. The sample size was determined using an approach based on multiplying the number of indicators by seven, while the research variables were measured using a five-point Likert scale. The independent variables consisted of facilities and attractions, while the dependent variable was visit intention. The data were analyzed using validity and reliability tests, the coefficient of determination, t-test, and F-test with the assistance of SPSS. The results show that facilities have a positive and significant effect on visit intention. Attractions also have a positive and significant effect on visit intention. These findings highlight the importance of improving the quality of facilities and attractions to strengthen the appeal of Aviary Park Bintaro as a recreational and educational tourism destination. Keywords: facilities, tourist attractions, visit intention, Aviary Park Bintaro
Analisis Peran Media Sosial Instagram Terhadap Keputusan Pembelian Oleh Konsumen Explorer.IDN
This study aims to analyze the role of Instagram social media in influencing consumer purchasing decisions at Explorer.Idn as an online travel agent. This study employed a qualitative approach using a descriptive method. The research data were obtained through interviews with eight informants who had previously used Explorer.Idn travel services. Data were collected through video call interviews using an interview guide developed based on the research focus. The results indicate that Instagram social media plays an important role in influencing consumers’ purchasing decisions at Explorer.Idn. Consumers use Instagram to identify their travel needs, search for information about destinations, travel packages, prices, facilities, and services, and evaluate alternatives before making a purchase. Several Instagram features, such as follow, like, comments, mentions, and location, help consumers obtain information and increase their interest and trust in Explorer.Idn, while the hashtag feature has not been utilized optimally. Positive consumer reviews are also an important factor in building trust and encouraging purchasing decisions. After using Explorer.Idn’s services, most informants expressed satisfaction, willingness to make repeat purchases, and intention to recommend Explorer.Idn to others. Keywords: social media, Instagram, purchasing decision, online travel agent, Explorer.Idn
Pengaruh Customer Engagement di Media Sosial Instagram Terhadap Brand Loyalty Pada Produk Sempor
This study aims to analyze the effect of Customer Engagement on Instagram social media on Brand Loyalty toward Sempor products. This research employed a quantitative approach with a causal associative research design. The population consisted of Sempor consumers who purchased products during the period from April to June 2026, with a total population of 1,000 consumers. A sample of 100 respondents was selected using purposive sampling based on the criteria of having viewed or interacted with SEMPOR’s Instagram content and having purchased Sempor products. Data were collected through a questionnaire using a Likert scale and analyzed using SPSS. The results indicate that partial t-test produced a value of 20.052 with a significance level of 0.000 < 0.05, indicating that Customer Engagement has a positive and significant effect on Brand Loyalty. These findings highlight the importance of optimizing consumer interaction through Instagram to strengthen and maintain Sempor consumer loyalty. Keywords: customer engagement, brand loyalty, instagram, social media
Pengaruh Kesadaran Merek dan Citra Merek Terhadap Keputusan Pembelian di Kopi Tengah, Blok M, Jakarta Selatan
This study aims to analyze the influence of Brand Awareness and Brand Image on the Purchase Decision of consumers at Kopi Tengah Blok M. The study employed a quantitative approach. Data were collected through questionnaires distributed to consumers of Kopi Tengah Blok M who were selected using purposive sampling. The research instrument used a five-point Likert scale, and the data were analyzed using multiple linear regression with the assistance of SPSS. The research instrument was tested through validity and reliability tests, while hypothesis testing was conducted using partial and simultaneous tests to examine the effects of each independent variable and their combined effect on Purchase Decision. The results show that Brand Awareness has a positive and significant effect on Purchase Decision. Brand Image also has a positive and significant effect on Purchase Decision. Furthermore, Brand Awareness and Brand Image simultaneously have a significant effect on Purchase Decision. These findings indicate that the better consumers recognize and recall the brand and the more positive their perceptions of Kopi Tengah are, the greater their tendency to make a purchase. This study provides practical implications for Kopi Tengah to strengthen brand awareness and brand image as part of its marketing strategy to increase consumer purchase decisions. Keywords: brand awareness, brand image, purchase decision, coffee shop
Pengaruh Promosi dan Harga Terhadap Minat Beli Konsumen Pada Produk Macinos
This study aims to analyze the effect of promotion and price on consumer purchase intention toward Macinos products. The study employed a quantitative approach with an associative research design. Data were collected through questionnaires distributed to consumers who had purchased or tried Macinos products. The sampling technique used was purposive sampling based on predetermined criteria. The research instrument employed a Likert scale, and the data were analyzed using multiple linear regression with the assistance of SPSS. The results indicate that promotion has a positive and significant effect on consumer purchase intention. This finding suggests that more attractive, informative, and relevant promotional activities conducted by Macinos can increase consumers’ intention to purchase its products. Meanwhile, price does not have a significant effect on consumer purchase intention. This finding indicates that price perception is not the primary factor determining consumers’ purchase intention toward Macinos products. Furthermore, promotion and price simultaneously have a significant effect on consumer purchase intention. Therefore, Macinos is advised to prioritize the development of creative and informative promotional strategies through social media while maintaining competitive prices that are consistent with the value of the products offered. Keywords: promotion, price, purchase intention, consumer
Analisis Efektivitas Model Epic Pada Khalayak Kanal Youtube Abroad in Japan
This study aims to analyze the effectiveness of Visual Storytelling on the Abroad in Japan YouTube channel in building Destination Branding among Generation Z and Millennials in Indonesia. The study employed a descriptive quantitative approach using a survey method, with respondents selected through purposive sampling. The research instrument was developed based on the EPIC Model, which consists of four dimensions: Empathy, Persuasion, Impact, and Communication. The collected data were analyzed using descriptive statistics and cross-tabulation based on respondents’ demographic characteristics, including occupation, gender, and YouTube consumption intensity. The findings indicate that Visual Storytelling on the Abroad in Japan channel is generally effective in supporting Destination Branding. The Communication dimension emerged as the strongest aspect, as transparency, objectivity, and clarity of information enhance the credibility of tourism messages. The Persuasion dimension demonstrates the content’s ability to encourage audiences to consider Japan as a travel destination, while Impact strengthens destination recall through cinematography and visual editing quality. The Empathy dimension requires further improvement due to a gap in emotional relatability associated with perceptions of travel costs. Keywords: visual storytelling, destination branding, EPIC Model, YouTube
Pengaruh Kualitas Pelayanan Terhadap Minat Berkunjung Kembali Di Marawa Beach Club Kota Padang
This study aims to analyze the effect of service quality on revisit intention at Marawa Beach Club, Padang City. The study employed a quantitative approach using a correlational method. The research population consisted of visitors to Marawa Beach Club, Padang City, who had visited the destination at least once. The sample was determined based on the characteristics of the population, and data were collected through questionnaires distributed to respondents. Data were analyzed using descriptive statistics, validity testing, reliability testing, the coefficient of determination, and hypothesis testing through simple linear regression. The results indicate that service quality has a positive and significant effect on visitors' revisit intention at Marawa Beach Club, Padang City. This finding indicates that the better the service quality received by visitors, the stronger their intention to revisit and recommend Marawa Beach Club to others. This study provides practical implications for management to improve service consistency, particularly in terms of reliability, responsiveness, assurance, empathy, and facility quality, as an effort to strengthen positive visitor experiences and maintain tourists' intention to revisit. Keywords: service quality, revisit intention, tourists
Pengaruh Bauran Pemasaran dan Kesadaran Merek Terhadap Keputusan Pembelian di Usaha Baked Foursion
This study aims to analyze the influence of marketing mix and brand awareness on purchase decisions at Baked Foursion. This research employed a quantitative approach using a survey method. Data collection was conducted through questionnaires distributed to 100 Baked Foursion consumers selected using a purposive sampling technique. Data were analyzed using IBM SPSS Statistics through validity testing, reliability testing, multiple linear regression analysis, t-test, F-test, and coefficient of determination analysis. The results showed that the marketing mix had a positive and significant effect on purchase decisions with a significance value of 0.000. Brand awareness also had a positive and significant effect on purchase decisions with a significance value of 0.000 and was found to be a more dominant variable compared to the marketing mix. Simultaneously, marketing mix and brand awareness had a significant effect on purchase decisions, with an R Square value of 0.772. This study indicates that effective marketing strategies and strengthening brand awareness are important factors in improving consumer purchase decisions at Baked Foursion. Keywords: marketing mix, brand awareness, purchase decision
Jesica Septiani Eka Putri Septiani Eka Putri
This study aims to analyze the factors influencing Generation Z’s preference for fast food by examining the roles of taste preference, convenience, price value, and digital influence. A quantitative research approach was employed using a survey method involving 200 Generation Z respondents who had consumed fast food. Data were analyzed using Partial Least Square–Structural Equation Modeling (PLS-SEM) with SmartPLS. The findings reveal that all independent variables have a positive and significant effect on Generation Z’s fast food preference. Convenience was identified as the strongest predictor, indicating that accessibility, efficiency, and ease of purchase are primary considerations among young consumers. Furthermore, digital experience strengthens the relationship between consumption-related factors and fast food preference, demonstrating the important role of digital ecosystems in shaping contemporary food choices. This study contributes to consumer behavior literature by highlighting that Generation Z’s preference for fast food is not solely determined by product attributes but also by economic value, lifestyle demands, and digital interactions. The findings provide practical implications for the food industry in developing consumer-oriented strategies through product innovation, value creation, and digital marketing optimization. Keywords: Generation Z, fast food, consumer preference, food consumption behavior, digital influence, PLS-SEM