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Peran Divisi Food and Beverage (FnB) dalam Wastra Kencana – Indonesia Cultural Night Exhibition di Coventry: Strategi Kuliner dalam Diplomasi Budaya Indonesia Melalui Event Internasional Raditha Sekar Kirani; Firman Syah; Karbala Madania; Noni Noerkaisar
Bisnis Event Vol. 7 No. 27 (2026): Jurnal Bisnis Event
Publisher : Program Studi MICE, Jurusan Administrasi Niaga, Politeknik Negeri Jakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32722/bev.v7i27.7763

Abstract

Wastra Kencana – Indonesia Cultural Night Exhibition is a cultural promotion event held by IISMA students in Coventry, United Kingdom. One of the key departments in this event was the Food and Beverage (FnB) Division, responsible for preparing and serving Indonesian traditional food and beverages to an international audience. This research aims to describe the role of the FnB Division in supporting the success of the event, covering the planning, execution, and evaluation phases. The study used a qualitative descriptive method through observation, interviews, and documentation. The results show that the FnB Division effectively fulfilled its duties with clear role division, adaptive sourcing of ingredients, and interactive service during the event. Challenges such as limited access to local ingredients and short preparation time were resolved through appropriate solutions. The FnB Division played a strategic role not only in supporting consumption logistics but also in promoting Indonesian culture through culinary diplomacy.
Analisis SWOT terhadap Peran Strategi Marketing, Kolaborasi Stakeholder, dan Pemanfaatan Teknologi dalam Keberhasilan Corporate Event Addisti Rahma Dhania; Yuningsih Yuningsih; Ifta Almazah; Karina Rizka Mentari; Besya Salsabila Azani; Karbala Madania
Jurnal Kolaborasi Sains dan Ilmu Terapan Vol. 4 No. 2 (2026): Edisi Januari- Juni
Publisher : Utiliti Project Solution

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.69688/juksit.v4i2.150

Abstract

Corporate event merupakan salah satu bentuk brand activation yang berperan penting dalam membangun citra merek dan meningkatkan keterlibatan konsumen. Penelitian ini bertujuan menganalisis peran strategi marketing, kolaborasi stakeholder, dan pemanfaatan teknologi terhadap keberhasilan penyelenggaraan event “Azarine Summerland 2025”. Penelitian menggunakan pendekatan kualitatif deskriptif dengan teknik pengumpulan data berupa wawancara semi-terstruktur dan observasi langsung selama pelaksanaan event. Analisis data dilakukan menggunakan model Miles, Huberman, dan Saldana, serta diperkuat dengan analisis SWOT melalui matriks Internal Factor Evaluation (IFE) dan External Factor Evaluation (EFE). Hasil penelitian menunjukkan bahwa strategi digital marketing melalui Instagram dan TikTok menjadi kekuatan utama dalam meningkatkan awareness dan engagement audiens. Kolaborasi stakeholder berjalan efektif dalam mendukung operasional acara, sementara pemanfaatan teknologi berkontribusi terhadap pengalaman pengunjung meskipun belum optimal. Nilai IFE sebesar 2,90 dan EFE sebesar 3,08 menempatkan event pada Kuadran I, yang menunjukkan bahwa strategi pertumbuhan (growth strategy) tepat diterapkan.
Co-Authors Addisti Rahma Dhania Besya Salsabila Azani Firman Syah Ifta Almazah Karina Rizka Mentari Noni Noerkaisar Raditha Sekar Kirani Yuningsih Yuningsih