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All Journal Jurnal Ekonika : Jurnal Ekonomi Universitas Kadiri JMBI UNSRAT (Jurnal Ilmiah Manajemen Bisnis dan Inovasi Universitas Sam Ratulangi) Journal of Artificial Intelligence and Digital Business
Christy Natalia Rondonuwu
Universitas Sam Ratulangi
Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Electrical & Electronics Engineering Engineering

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Penerapan Strategi Promosi dalam Meningkatkan Brand Awareness Nusantara Coffee & Eatery Langowan Shevchenko Franscesko Manitik; Christy Natalia Rondonuwu; Reitty L. Samadi
RIGGS: Journal of Artificial Intelligence and Digital Business Vol. 5 No. 2 (2026): Mei-Juli
Publisher : Prodi Bisnis Digital Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/riggs.v5i2.8120

Abstract

Penelitian ini bertujuan untuk menganalisis secara lebih mendalam penerapan strategi promosi dalam meningkatkan brand awareness pada Nusantara Coffee & Eatery Langowan. Metode yang digunakan adalah pendekatan kualitatif deskriptif dengan teknik pengumpulan data melalui wawancara, observasi langsung di lokasi penelitian, dokumentasi, serta kuesioner terbuka kepada pelanggan yang pernah berkunjung dan melakukan pembelian. Informan penelitian terdiri dari owner, manager/supervisor, karyawan, dan pelanggan yang dianggap mengetahui aktivitas promosi yang dilakukan cafe. Hasil penelitian menunjukkan bahwa strategi promosi yang diterapkan meliputi advertising melalui media sosial seperti Instagram dan Facebook, personal selling melalui pelayanan langsung kepada pelanggan secara ramah dan komunikatif, serta sales promotion berupa paket menu seperti morning breakfast dan promo harga tertentu, sementara kegiatan public relations seperti event, sponsorship, dan kolaborasi masih belum optimal dan belum dilakukan secara konsisten. Strategi yang telah dijalankan terbukti berkontribusi dalam membangun brand awareness, yang terlihat dari kemampuan pelanggan mengenali nama dan logo cafe (brand recognition) serta mengingat cafe sebagai tempat nongkrong yang nyaman dan memiliki kualitas produk yang baik (brand recall). Namun, efektivitas promosi masih menghadapi beberapa kendala, seperti konsistensi konten media sosial yang belum stabil, variasi promosi yang masih terbatas, serta belum optimalnya pemanfaatan platform digital seperti TikTok untuk menjangkau konsumen yang lebih luas. Secara keseluruhan, penerapan strategi promosi yang ada sudah cukup membantu meningkatkan kesadaran merek, tetapi masih memerlukan pengembangan yang lebih terencana, inovatif, dan berkelanjutan agar brand Nusantara Coffee & Eatery Langowan semakin dikenal luas oleh masyarakat.
PENGARUH BRAND GESTALT DAN SELF-PLACE CONGRUITY TERHADAP KEPUTUSAN BERKUNJUNG KEMBALI GEN Z DI MANADO BAY YANG DIMEDIASI VARIABEL NIAT BERKUNJUNG Intan Enjilia Temo; Djurwati Soepeno; Christy Natalia Rondonuwu
JMBI UNSRAT (Jurnal Ilmiah Manajemen Bisnis dan Inovasi Universitas Sam Ratulangi). Vol 13 No 1 (2026): JMBI UNSRAT Volume 13 Nomor 1
Publisher : Magister Manajemen Program Pasca Sarjana Universitas Sam Ratulangi Manado

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Abstract

The development of urban culinary destinations has intensified competition in attracting visitors, particularly among Generation Z, who tend to be critical and experience-oriented consumers. This study aims to analyze the influence of brand gestalt and self-place congruity on Generation Z’s revisit decisions at culinary destinations in Manado Bay, with visit intention acting as a mediating variable. This research employed a quantitative approach using a survey method targeting Generation Z visitors who had previously visited the area. Data were collected through questionnaires and analyzed using structural model analysis to examine the relationships among the research variables. The results indicate that brand gestalt and self-place congruity have a positive effect on visit intention. Furthermore, visit intention significantly influences revisit decisions. Visit intention also plays a mediating role in the relationship between brand gestalt and self-place congruity and revisit decisions. These findings suggest that a holistic perception of a destination and the congruence between visitors’ self-image and the destination image can enhance visitor loyalty.
Advancing Tourism Support in Emerging Destinations: Quality of Life as a Mediator in Emotional Solidarity Dynamics Muhammad Rachmat; Christy Natalia Rondonuwu; Moh. Amin Rosidi
Ekonika : Jurnal Ekonomi Universitas Kadiri Vol. 10 No. 2 (2025): September
Publisher : Fakultas Ekonomi Universitas Kadiri

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30737/ekonika.v10i2.6543

Abstract

This study examines the influence of emotional solidarity and quality of life on residents’ support for tourism development in Ternate, Indonesia, an emerging destination with tourism infrastructure constraints, utilizing Social Exchange Theory (SET) as a theoretical framework. Data from 416 residents, collected through a carefully crafted survey, were analyzed using structural equation modeling to assess the interplay among Welcoming Nature, Emotional Closeness, Sympathetic Understanding, Quality of Life, and Support for Tourism. Findings reveal that Welcoming Nature and Emotional Closeness significantly enhance Quality of Life and tourism support, with Quality of Life partially mediating these effects. Sympathetic Understanding, however, has minimal impact due to limited resident-tourist interactions. By advancing emotional solidarity and Social Exchange Theory, this study highlights the critical role of affective factors in emerging tourism contexts. The cross-sectional design limits insights into temporal trends, necessitating longitudinal research, while comparative studies are essential to test generalizability.  The study suggest that improving infrastructure and promoting community-based festivals can foster sustainable tourism by enhancing resident-tourist interactions and quality of life. Policymakers and tourism planners should prioritize community engagement to ensure equitable tourism development. This research offers a novel application of emotional solidarity and SET in an underexplored emerging destination, emphasizing the mediating role of quality of life and the limited influence of Sympathetic Understanding in contexts with constrained resident-tourist interactions
Co-Authors Djurwati Soepeno Intan Enjilia Temo Moh. Amin Rosidi Muhammad Rachmat Reitty L. Samadi Shevchenko Franscesko Manitik