Pembeli adalah Raja: Strategi Komunikasi Pemasaran Konvensional Warung Spesial Sambal Menghadapi Persaingan Pasar Modern

Wahdaniah, Infra; Sari, Afrina

doi:10.37535/102002120204

Cited by 4 publications

(3 citation statements)

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“…Thus, advertising is an important form of promotion for tourism destination managers and stakeholders in the development of DOI 10.18502/kss.v9i2.14937 ICHELSS integrated tourism destinations. The findings of this study are by the views of experts and researchers [26]- [29] that advertising is one of the most widely used forms of promotion by companies. in communicating its products, at least seen from the size of the advertising budget allocated by each company for the brands produced.…”

Section: Resultsmentioning

confidence: 68%

Development of Integrated Tourism Destinations Based on Contextual Marketing vis-à-vis Digital Marketing

Akib,

Suhardi Rahman

et al. 2024

KSS

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The tourism sector has experienced expansion, diversification, and intensification of sustainable management as one of the largest and fastest growing economic sectors in the world because it is developed in an integrated manner based on contextual or conventional marketing and virtual marketing, called digital marketing at once. This research article analyzes and explains the importance of contextual marketing as the basis of the value creation process for the development of integrated tourism destinations. The data, information, and knowledge regarding the focus on the research locus in the Province of South Sulawesi Indonesia were obtained through observations of several leading tourism destinations along with the author’s experience of visiting tourist destinations in the country and abroad as benchmarking. In addition, interviews and focus group discussions were conducted with stakeholders on tourism destinations. Qualitative descriptive analysis was carried out following an interactive model which included data collection, data condensation, data presentation, and verification or concluding. The results of the study found that the development of integrated tourism destinations based on contextual marketing strategies is related to generic marketing functions that are applied to strengthen tourism functions as a leading sector of sustainable multi-dimensional development. The development is carried out contextually or conventionally and virtually or referred to as tourism marketing in the air while still revitalizing the content, context, and infrastructure of tourism marketing. The success of integrated tourism development in the eyes of the public can be seen from the existence of social learning and knowledge creation processes that form a harmonious partnership-collaborative relationship in a Hexa-helix pattern. The basic values and value orientation of integrated tourism destination development both contextually and virtually or digitally marketing can be achieved when togetherness has become a necessity that is practiced. The effectiveness of its implementation is carried out - at least - through the 7-C’s public relations communication (PRC) approach which consists of credibility, context, content, clarity, continuity and consistency, channels, and capability of the audience as the basis of digital marketing. Keywords: tourism destinations, marketing mix, contextual marketing, digital marketing, hexa-helix

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Section: Resultsmentioning

confidence: 68%

Development of Integrated Tourism Destinations Based on Contextual Marketing vis-à-vis Digital Marketing

Akib,

Suhardi Rahman

et al. 2024

KSS

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“…Pemasaran memerlukan berbagai pengembangan dan strategi secara terus menerus untuk memenangkan keunggulan bersaing hingga mencapai hasil berkesinambungan. Itulah salah satu alasan strategi pemasaran dipandang sebagai suatu dasar yang digunakan dalam menyusun perencanaan secara paripurna (Wahdaniah & Sari, 2021). Pada era kemajuan teknologi saat ini untuk dapat mengetahui dengan mudah daerah tujuan tempat wisata maupun budaya daerah dapat dengan mudah kita peroleh di internet, serta dapat mengecek berapa pengunjung yang datang, keunggulan, dan rivew pada pengunjung.…”

Section: Pembahasanunclassified

Strategi Digital Marketing Tempat Pariwisata dan Budaya Desa Cempaga Melalui Platform Digital

Wahyuni

Lasmawan²,

Suastika³

2023

JPPSH

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Sektor kepariwisataan telah menjadi motor penggerak dalam pembangunan di daerah Bali. Bahkan, dewasa ini kepariwisataan merupakan bagian yang tak terpisahkan dari masyarakat dan pembangunan daerah Bali. Desa wisata merupakan salah satu contoh implementasi dari pembangunan berkelanjutan (sustainable development) yang memang menjadi agenda global. Komponen pembentuk desa wisata terdiri dari manajemen dan keterlibatan masyarakat, edukasi wisatawan, kemitraan, dan peningkatan pendapatan masyarakat. Penelitian ini bertujuan untuk mendeskripsikan jenis pariwisata yang ada di desa Cempaga, jenis-jenis pariwisata budaya, dan alat/aplikasi yang digunakan untuk mempromosikan pariwisata desa Cempaga, dan strategi digital marketingnya. Metode penelitian deskriptif kualitatif dengan pendekatan studi kasus. Teknik pengumpulan data dilakukan dengan wawancara, observasi, dokumentasi dan survey kepada kepala desa dan pengelola pariwisata di Desa Cempaga Objek penelitian ini adalah Desa Cempaga. Hasil Penelitian tempat wisata yang ada di desa Cempaga yakni Artshop dan Sunset Hill Restaurant dan kebudayaan yang dapat dijadikan pariwisata budaya dalah pertunjukan tari-tarian. Strategi digital marketing guna memperomosikan tempat wisata dan kebudayaan di daerah Cempaga dengan menggunakan website desa serta bekerjasama dengan media cetak dan media elektronik yang ada di Kabupaten Buleleng. Simpulan jenis tempat wisata terdiri dari, jenis pariwisata budaya yakni tari-tarian, dan strategi digital marketing melalui website desa dan kerjasama dengan media koran cetak maupun elektronik.

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“…Perbandingan antara pemasaran tradisional dan pemasaran digital menunjukkan adanya perubahan dalam paradigma pemasaran modern. Wahdaniah dan Sari menunjukkan bahwa pemasaran konvensional memiliki keunggulan tersendiri, meskipun instrumen pemasaran terbatas dari sisi teknologi seperti iklan cetak, televisi, dan radio yang cenderung pasif dan sulit dilacak dalam hal dampak terhadap konsumen [14]. Disisi lain, Balaka et al menunjukkan adanya perbedaan dengan pemasaran digital yang menawarkan keunggulan interaktivitas, pengukuran hasil yang lebih akurat, dan kemampuan untuk menargetkan konsumen yang lebih spesifik melalui analisis data konsumen [15].…”

Section: Pendahuluanunclassified

Penerapan Metode Additive Ratio Assessment (ARAS) dan Ranking of Centroid (ROC) dalam Pemilihan Layanan Akomodasi dan Local Cuisine

Singgalen

2023

JoSYC

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Salatiga is a gastronomic city with various types of traditional food and drinks and is a recreational tourism city with exciting and crowded mountain natural scenery. The availability of accommodation services and local cuisine adds to visitors' preferences to enjoy local culinary dishes. This study offers an initiative to use the Additive Ratio Assessment (ARAS) method in selecting the best accommodation and restaurant services in Salatiga based on Tripadvisor data. The stages in the calculation process based on the ARAS method are as follows: the stage of determining the value of criteria, weights, alternatives, and optimal values; the stage of converting the value of the criterion into a decision matrix; the stage of normalization of the decision matrix for all criteria; stage of calculating the value of utility; Ranking stage. The calculation results show that in the context of accommodation services, A5 occupies the first position with a Ki value of 0.887, A4 occupies the second position with a Ki value of 0.870, and A1 occupies the third position with a Ki value of 0.849. Meanwhile, in the context of local cuisine, A2 occupies the first position with a Ki value of 0.951, A5 occupies the second position with a Ki value of 0.914, and A4 occupies the third position with a Ki value of 0.854. This shows that ARAS and ROC methods can produce the best recommendations for tourists who want to use accommodation services and enjoy local cuisine in Salatiga City.

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Pembeli adalah Raja: Strategi Komunikasi Pemasaran Konvensional Warung Spesial Sambal Menghadapi Persaingan Pasar Modern

Cited by 4 publications

References 0 publications

Development of Integrated Tourism Destinations Based on Contextual Marketing vis-à-vis Digital Marketing

Development of Integrated Tourism Destinations Based on Contextual Marketing vis-à-vis Digital Marketing

Strategi Digital Marketing Tempat Pariwisata dan Budaya Desa Cempaga Melalui Platform Digital

Penerapan Metode Additive Ratio Assessment (ARAS) dan Ranking of Centroid (ROC) dalam Pemilihan Layanan Akomodasi dan Local Cuisine

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