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All Journal BISMA (Bisnis dan Manajemen) Tepis Wiring : Jurnal Pengabdian Masyarakat
Keny Rahmawati
UPN Veteran Yogyakarta
Humanities Environmental Science Public Health Social Sciences

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Peningkatan Kualitas Konten sebagai Strategi Promosi Desa Wisata Eny Endah Pujiastuti; Keny Rahmawati; Nurul Retno Hapsari; Satrio Tegar Gunung Korrag; Muhammad Irfan Mu’afi; Ahmad Zaki; Virginia Ayu Sagita; Arif Hervianto
Jurnal Pengabdian Masyarakat: Tipis Wiring Vol 3 No 1 (2024): Tepis Wiring: Jurnal Pengabdian Masyarakat
Publisher : Fakultas Ekonomi dan Bisnis Unversitas Islam Raden Rahmat

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33379/tepiswiring.v3i1.4197

Abstract

Digital marketing has enormous potential for promoting and advertising tourism in general, but its impact becomes more apparent when we concentrate on the international target audience of rural tourism and the challenges and costs of reaching them with traditional marketing initiatives. One marketing strategy that can be used to attract customers on social media is to use a content marketing strategy (Krasniak et al., 2021). Digital content marketing strategies theoretically help increase tourist interest in visiting (Holliman and Rowley, 2014). The main problem formulation is how to improve the quality of promotion (digital marketing) so that it can encourage tourists to visit tourist villages, especially international tourists. The aim of the activity is to improve the ability of tourist village managers to make promotions (digital marketing) of higher quality. The approach used is a community-based approach with a business incubator model. The steps taken are training and mentoring. The activity location is in the Jenissari Tourism Village, Cangkringan, Umbulharjo, Sleman, DIY. The results of activities increase the ability to create content in the form of photos and videos. Making videos with publicists via Tripadvisor media so that information about the tourism village of Titiksari can reach the international market. Increasing the quality of content on the website can improve the quality of information and meet tourists' needs for information about the destination they are going to
Why do we eat halal? Applied the theory of reasoned action in predicting halal food consumption among Indonesian Muslim consumers Keny Rahmawati; Puji Handayani Kasih; Satrio Tegar Gunung Koraag
BISMA (Bisnis dan Manajemen) Vol. 16 No. 2 (2024)
Publisher : Universitas Negeri Surabaya, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26740/bisma.v16n2.p213-239

Abstract

This study explores the influence of consumer attitudes, religious beliefs, and health consciousness on purchasing intentions and behaviours towards halal products within Indonesia’s Muslim community. Employing the Theory of Reasoned Action (TRA), this research structured hypotheses to assess how various perceptual and normative factors affect consumer decisions. The research method includes a quantitative survey with PLS-SEM to evaluate relationships between attitudes (consumer attitudes, health consciousness, and religious compliance), intentions, and purchasing behaviours, using a structured questionnaire distributed among 500 participants in Indonesia. Results indicate significant positive associations between consumer attitudes and purchasing intentions, purchase intentions and purchasing behaviours, as well as health consciousness and purchase intentions. Additionally, religious beliefs significantly influence purchase intentions. This research reaffirms the applicability of the TRA in predicting consumer behaviour in culturally sensitive markets. Businesses should ensure all halal products are clearly labelled with a certified halal logo to reassure consumers about the authenticity of the product's halal status and address concerns about ingredients and processing.
Co-Authors Ahmad Zaki Arif Hervianto Eny Endah Pujiastuti Muhammad Irfan Mu’afi Nurul Retno Hapsari Puji Handayani Kasih Sagita, Virginia Ayu Satrio Tegar Gunung Koraag Satrio Tegar Gunung Korrag