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p-Index From 2021 - 2026
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This Author published in this journals
All Journal Community Engagement and Emergence Journal (CEEJ) Management Studies and Entrepreneurship Journal (MSEJ)
Novika Candra Astuti
Bandung Institute of Technology
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Health Professions

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Understanding Visitor Engagement at Private Art Spaces: A Mixed-Methods Study of A Non-Profit Gallery in Indonesia Zafira Meizzati Indraputri; Novika Candra Astuti
Community Engagement and Emergence Journal (CEEJ) Vol. 6 No. 2 (2025): Community Engagement & Emergence Journal (CEEJ)
Publisher : Yayasan Riset dan Pengembangan Intelektual

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37385/ceej.v7i2.10188

Abstract

Private art spaces occupy an unusual position in the cultural landscape. They carry public-facing missions—education, cultural dialogue, community building—yet operate without the institutional funding that sustains government museums. This study examines factors shaping visitor engagement at Gallery XYZ, a non-profit contemporary art institution located in a major creative city in Indonesia. Despite years of programming exhibitions, workshops, and cultural events, the gallery faces inconsistent attendance and a narrow visitor demographic. The research employed a convergent mixed-methods design, integrating quantitative survey data (n=162) with qualitative semi-structured interviews (n=11). Survey respondents were categorized into three segments: current visitors (n=88), aware non-visitors who recognized the gallery but had never attended (n=34), and those entirely unaware of its existence (n=40). Thematic analysis following Braun and Clarke's framework identified six interrelated themes: motivational drivers, engagement barriers, visitor experience quality, brand perception, communication effectiveness, and value perception. Quantitative findings revealed that 81.8% of visitors were irregular—either lapsed or one-time attendees. Access and distance emerged as the dominant barrier (67.0% of visitors, 31.1% of non-visitors). The companion dependency pattern proved equally notable: 61.4% visited with friends, while 25-31% across segments cited lacking a companion as a barrier. Qualitative findings revealed a perception gap—the gallery commanded prestige among art insiders yet remained largely invisible to the general public. Non-visitors described galleries as spaces "made for other people," suggesting psychological barriers that practical interventions alone may not address. The study contributes to cultural marketing literature by illustrating how private art spaces in developing economies may inadvertently cultivate exclusive reputations despite inclusive aspirations.
Developing Marketing Strategies Based on Segmentation, Targeting, and Positioning (STP) and Marketing Mix Analysis: A Case Study in Jernip Kencana Salma Yusoluna; Novika Candra Astuti
Management Studies and Entrepreneurship Journal (MSEJ) Vol. 7 No. 3 (2026): Management Studies and Entrepreneurship Journal (MSEJ)
Publisher : Yayasan Pendidikan Riset dan Pengembangan Intelektual (YRPI)

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Abstract

Jernip Kencana is a family-owned MSME established in 1996 in Kuningan, West Java, producing natural lime syrup with consistently high customer ratings (4.2–4.8 out of 5). Despite strong product quality and long-standing market leadership, the company experienced a significant 61.7% decline in sales, from 922 units in Q2 2021 to 353 units in Q4 2024, indicating serious marketing challenges. This study aims to identify the causes of declining sales and to formulate an integrated marketing strategy by analyzing customer segmentation, targeting and positioning (STP), as well as internal and external business environments. Using a mixed-method approach, primary data were collected through in-depth interviews, observations, and questionnaires from 285 respondents, complemented by secondary data. Analytical tools included K-means clustering, VRIO, PESTLE, Porter’s Five Forces, TOWS, and the Marketing Mix 7Ps. The findings reveal key issues such as weak brand visibility, lack of clear STP, limited digital marketing capability, absence of customer data management, and dependence on aging distributors. The study proposes a “Heritage Premium Natural Wellness” positioning, targeting the Wellness Advocates segment, supported by strategic adjustments in STP, marketing mix, and a phased implementation plan. This research offers practical insights for traditional MSMEs navigating digital-era competition.
Co-Authors Salma Yusoluna Zafira Meizzati Indraputri