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All Journal Jurnal Ekuilnomi Entrepreneur : Jurnal Bisnis Manajemen dan Kewirausahaan
Muh Taftazani JR
Universitas Sulbar Manarang
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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Implikasi Tourist Image Dan Tourism Resources Terhadap Brand Awareness Melalui Destination Image Sebagai Penopang Ekowisata Devita Yulia Angraini; Muh Taftazani JR
Jurnal Ekuilnomi Vol. 8 No. 1 (2026): Ekuilnomi Vol 8(1), Feb 2026
Publisher : Program Studi Ekonomi Pembangunan Fakultas Ekononomi Universitas Simalungun

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36985/3m9nbs74

Abstract

Ekowisata menjadi salah satu tren utama pariwisata berkelanjutan yang menekankan kelestarian lingkungan, pemberdayaan masyarakat lokal, dan pengalaman autentik bagi wisatawan. Penelitian ini bertujuan untuk menganalisis implikasi tourist image dan tourism resources terhadap brand awareness melalui destination image sebagai penopang ekowisata. Dengan menggunakan pendekatan kuantitatif, penelitian ini menguji hubungan antar variabel melalui model analisis jalur. Hasil menunjukkan bahwa citra wisatawan dan sumber daya pariwisata berpengaruh positif terhadap citra destinasi, yang pada gilirannya meningkatkan kesadaran merek ekowisata. Penelitian ini menegaskan pentingnya sinergi antara promosi citra wisata, optimalisasi sumber daya, dan strategi branding destinasi dalam mendukung keberlanjutan ekowisata
Menganalisis Digital Marketing Sebagai Alat Strategi Pemasaran UMKM di Era Revolusi Digital Jumaati; Nurhaerah; Muh Taftazani JR
Entrepreneur: Jurnal Bisnis Manajemen dan Kewirausahaan Vol. 7 No. 2 (2026): JULI
Publisher : Program Studi Manajemen Fakultas Ekonomika dan Bisnis Universitas Majalengka

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31949/entrepreneur.v7i2.19605

Abstract

This study aims to analyze the implementation of digital marketing as a strategic tool in the digital revolution era. The research was conducted at the Arsyla Collection shop, located on Jalan Andi Makkasau, Mamuju Regency. A qualitative descriptive method—specifically a naturalistic inquiry approach—was employed, utilizing a series of interviews and observations; the informants included the shop owner (owner of Arsyla Collection) and an administrative/editing assistant. The findings indicate that the digital marketing revolution offers significant benefits for MSMEs, as digital marketing entails relatively low costs and enables a wider market reach without requiring extensive time for in-person (offline) promotions. Furthermore, adopting a digital marketing strategy centered on content creation effectively attracts potential customers, increases brand awareness, builds audience trust and loyalty, engages emotions, expands audience reach, and boosts sales in a precise and effective manner.
Co-Authors Devita Yulia Angraini Jumaati Nurhaerah