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THE INFLUENCE OF TOURISM INFORMATION EXPOSURE ON COMMUNITY INVOLVEMENT IN PANGLIPURAN TOURISM VILLAGE Laba, I Nengah; Semara, I Made Trisna; Pantiyasa, I Wayan; Tujungsari, Komang Ratih
Journal of Business on Hospitality and Tourism Vol. 5 No. 2 (2019): Journal of Business on Hospitality and Tourism
Publisher : Institut Pariwisata dan Bisnis Internasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22334/jbhost.v5i2.177

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Sustainable tourism development is becoming an international commitment to ensure the sustainability development for social welfare. Bali has experienced significant development growth in the past 20 years. The growth of the tourism development directly led to the development of the tourism village in Bali. This cannot be separated due to the community involvement. One of the tourism villages that experienced significant growth and development in Bali is Panglipuran tourism village. This research was designed with the aim of identifying and analyzing the influence of tourism information exposure on Community Involvement. Closed questionnaire technique was used to collect the data with measurement scale using Likert scale. There were 100 respondents used in this research. SmartPLS software was used to analyze the data. The results obtained from the Path Coefficients table show X à Y values of 22,985, which means that tourism information exposure has a positive and significant effect on community involvement in the development of Panglipuran Tourism Village.
Analysis of the Interaction Between Tourist Arrivals and Vehicle Density in Bali’s Tourism Destinations Arianty, A.A Ayu Arun Suwi; Semara, I Made Trisna; Darmayanti, Putu Sri
Jurnal Ilmiah Hospitality Management Vol. 15 No. 2 (2025): June 2025
Publisher : Institut Pariwisata dan Bisnis Internasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22334/jihm.v15i2.312

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The rapid development of tourism in Bali has led to an increase in both tourist arrivals and vehicle volume, which potentially causes traffic congestion in major tourist destinations. This study aims to analyze the relationship between the number of tourist visits and vehicle density in Bali. The method used is a quantitative approach with secondary data analysis, including statistics on international and domestic tourist arrivals and the number of vehicles over a specific period. Multiple linear regression analysis was applied to identify the relationship patterns between the research variables. The results show that international tourists (X1) and domestic tourists (X2) simultaneously have a significant effect on the number of vehicles in Bali. The coefficient of determination R² = 0.948 indicates that 94.8% of the variation in vehicle numbers can be explained by these two variables, while the remaining 5.2% is influenced by other factors outside the model. The ANOVA test produced an F-value of 54.902 with a significance of p = 0.000 (p < 0.05), confirming that the regression model is significant and valid for predicting the relationship between tourist numbers and vehicle numbers. Partially, the international tourist variable (X1) has a stronger positive effect on vehicle numbers (B = 0.363; Beta = 0.790), although its significance level is slightly above the threshold (p = 0.082). Conversely, the domestic tourist variable (X2) has a weak and insignificant effect (B = 0.068; p = 0.638). This indicates that the surge in vehicles in Bali is more closely linked to the growth of international tourists than domestic tourists. These findings highlight the importance of adaptive and sustainable transportation management to reduce traffic congestion without hindering tourism growth.
ANALISIS KOMPONEN PARIWISATA DAN ZONASI KAWASAN PARIWISATA MELALUI TEORI TRIPARTITE DI KAWASAN WISATA PANTAI KEDONGANAN Angelina Hartono; Gde Made Nugraha Regita; Nyoman Wibawa Saputra; Ni Wayan Mita Damayanti; I Made Trisna Semara; Ayu Arun Suwi Arianty; Gusti Ayu Eka Suwintari
Journal of Innovation Research and Knowledge Vol. 4 No. 6: Nopember 2024
Publisher : Bajang Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53625/jirk.v4i6.7128

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This study aims to analyze the tourism components of Kedonganan Village based on the 4A model (Attraction, Amenities, Ancillary, Accessibility) and Community Involvement and evaluate the suitability of tourism area zoning using the Tripartite concept (Core Zone, Buffer Zone, and Service Zone). This research uses qualitative methods with purposive techniques in determining informants, and data is collected through interviews, observation, and documentation. The result showed that Kedonganan Village has the potential for natural and culinary tourism with the active role of the local community, but the application of zoning is not fully in accordance with the guidelines of the Tripartite concept. This research provides recommendations for zoning improvements to be more sustainable and adaptive to environmental changes
Strategi pemasaran pada masa pandemi covid – 19 di hotel prama sanur beach: Marketing strategy during the covid-19 pandemic at hotel prama sanur beach Sugiwiyadmeika, Alit Putra; Semara, I Made Trisna; Parwati, Komang Shanty Muni
Jurnal Ilmiah Pariwisata dan Bisnis Vol. 1 No. 12 (2022): Jurnal Ilmiah Pariwisata dan Bisnis
Publisher : Institut Pariwisata dan Bisnis Internasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22334/paris.v1i12.247

Abstract

Penelitian ini dilakukan pada bulan Januari sampai dengan bulan Juni. Penelitian ini dilakukan di Prama Sanur Beach Bali. Tujuan penelitian ini adalah untuk menganalisis strategi yang digunakan pada masa pandemi Covid – 19 di Prama Sanur Beach Bali. Jenis data yang digunakan yaitu data kualitatif dan kuantitatif. Data primer diperoleh dari hasil wawancara, serta pemberian bobot dan rating yang dilakukan dengan penyebaran kuesioner kepada 4 responden dan hasil dari pemberian bobot dan rating tersebut akan digunakan untuk mendapatkan peluang serta ancaman dan perhitungan EFAS (External Factor Analysis Summary), dan untuk mendapatkan kekuatan serta kelemahan yang digunakan dalam pembuatan strategi dan perhitungan IFAS (Internal Factor Analysis Summary). Data sekunder diperoleh dari data statistik BPS Provinsi Bali, dokumen-dokumen atau arsip milik Prama Sanur Beach Bali, baik itu jumlah wisatawan yang datang pada tahun 2020/2021, bukti foto, literatur-literatur serta bahan bacaan yang terkait dengan penelitian ini. Teknik analisis data yang digunakan adalah metode deskriptif kualitatif, analisis SWOT, IFAS, EFAS, kuadran, dan matriks SWOT. Strategi pemasaran yang dihasilkan pada diagram kuadran SWOT adalah titik sumbu X (internal) berada pada 0,49 dengan sumbu Y (eksternal) 0,42 yang berada pada kuadran 4, dimana Prama Sanur Beach harus menghadapi berbagai ancaman dan kelemahan internal. Strategi ini bersifat defensif strategi diterapkan dalam kondisi ini adalah tindakan penyelamatan sehingga dapat terlepas dari kerugian yang lebih besar (defensif). This research was conducted from January to June. Study this was done at Prama Sanur Beach Bali. The purpose of this study is to analyze the strategy used during the Covid-19 pandemic at Prama Sanur Beach Bali. Type The data used are qualitative and quantitative data. Primary data obtained from the results of interviews, as well as giving weights and ratings by distributing questionnaires to 4 respondents and the results of giving the weights and ratings will be used to get opportunities as well as threats and EFAS (External Factor) calculations Analysis Summary), and to get the strengths and weaknesses used in making strategies and calculating IFAS (Internal Factor Analysis Summary). Data secondary data obtained from BPS Bali Province statistics, documents or archives belonging to Prama Sanur Beach Bali, be it the number of tourists who come in 2020/2021, photographic evidence, literature and reading materials related to this research. Technique Data analysis used is descriptive qualitative method, SWOT analysis, IFAS, EFAS, quadrants, and SWOT matrices. The resulting marketing strategy on the diagram The SWOT quadrant is where the X axis (internal) is at 0.49 with the Y axis(external) 0.42 which is in quadrant 4, where Prama Sanur Beach must be face various internal threats and weaknesses. This strategy is defensive the strategy applied in this condition is a rescue action so that it can be released from a greater loss (defensive).
Analisis Implementasi Program WWF Signing blue Berlandaskan Konsep Pariwisata Bertanggung Jawab Pada Wisata Bahari Labuan Bajo Purwanto, Deni; Semara, I Made Trisna; Sutiarso, Moh Agus
Jurnal Ilmiah Pariwisata dan Bisnis Vol. 2 No. 2 (2023): Jurnal Ilmiah Pariwisata dan Bisnis
Publisher : Institut Pariwisata dan Bisnis Internasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22334/paris.v2i2.307

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Penelitian ini bertujuan untuk menganalisis program WWF signing blue berlandaskan konsep pariwisata bertanggung jawab pada wisata bahari Labuan Bajo. Penelitian ini merupakan penelitian kualitatif dengan menggunakan data sekunder sebagai data observasi. Penelitian ini menggunakan data wawancara rinci yang dilakukan dengan informan langsung terkait dengan pelaksanaan program. WWF Signing blue. Hasil penelitian ini menyatakan bahwa (1) Signing blue mengarahkan para anggotanya untuk memenuhi persyaratan dengan prinsip -prinsip pengembangan pariwisata bertanggung jawab yaitu: lingkungan dan sosial-ekonomi-budaya. (2) Selama pelaksanaan program wwf signing blue ini berjalan, terdapat beberapa kendala yang ditemui diantaranya: minimnya pemahaman oknum nelayan mengenai pentingnya konservasi satwa dan pemilihan jenis tangkapan ikan. Kurangnya kerjasama dive Komodo dengan stakeholder (rekanan) dalam program konservasi. (3) Program signing blue memberi dampak yang sangat baik bagi pihak pengelola maupun bagi wisata bahari di Labuan Bajo. Dampak yang ditimbulkan dari program signing blue yang telah diterapkan dan dirasakan oleh pihak dive komodo adalah berkurangnya sampah yang dihasilkan oleh karyawan maupun wisatawan saat melakukan kegiatan penyelaman yang dilakukan di kawasan taman nasional Komodo.(4) Program signing blue mendukung efektifitas ekonomi, baik yang terkait langsung maupun tidak langsung dengan pariwisata. Selain itu, Program signing blue membangun jaringan antar sektor terkait, menciptakan pasar untuk produk pariwisata yang siap, berkontribusi pada pembangunan yang seimbang, memberikan keragaman ekonomi dan menghilangkan ketergantungan ekonomi pada sektor tertentu.. (5) Pada bidang sosial-budaya, dampak yang ditimbulkan adalah meningkatnya tenaga kerja lokal yang berkualitas melalui program pelatihan dan pendidikan dan mendukung organisasi masyarakat lokal dalam hal peningkatan kapasitas, jaringan dan keterlibatan dalam pengembangan pariwisata lokal. This study aims to analyze the WWF signing blue program based on the concept of responsible tourism in marine tourism in Labuan Bajo. This research is a qualitative research using secondary data as observation data. This study uses detailed interview data conducted with informants directly related to the implementation of the program. WWF Signing blue. The results of this study state that (1) Signing blue directs its members to fulfill the requirements with the principles of responsible tourism development, namely: environment and socio-economic-cultural. (2) During the implementation of the WWF signing blue program, several obstacles were encountered, including: the lack of understanding of fishermen regarding the importance of animal conservation and the selection of fish catch types. Lack of cooperation between the Komodo dive and stakeholders (partners) in the conservation program. (3) The signing blue program has a very good impact on the management and marine tourism in Labuan Bajo. The impact of the signing blue program that has been implemented and felt by the Komodo dive is the reduction in waste generated by employees and tourists when diving activities are carried out in the Komodo national park area. (4) The signing blue program supports economic effectiveness, both related to directly or indirectly with tourism. In addition, the signing blue program builds a network between related sectors, creates a ready market for tourism products, contributes to balanced development, provides economic diversity and eliminates economic dependence on certain sectors. (5) In the socio-cultural field, the impact caused is increasing the quality of the local workforce through training and education programs and supporting local community organizations in terms of capacity building, networking and involvement in local tourism development.
Strategi Pemasaran di Starbucks Drive Thru Teuku Umar Denpasar Dewi, Kadek Ayu Chintya; Semara, I Made Trisna; Aprinica, Ni Putu Isha
Jurnal Ilmiah Pariwisata dan Bisnis Vol. 2 No. 3 (2023): Jurnal Ilmiah Pariwisata dan Bisnis
Publisher : Institut Pariwisata dan Bisnis Internasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22334/paris.v2i3.355

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Starbucks Drive Thru Teuku Umar Denpasar merupakan sebuah kedai kopi yang berlokasi di Jl. Teuku Umar Barat No.157, Padangsambian, Kec. Denpasar Barat, Kota Denpasar, Bali. Starbucks merupakan coffee shop yang memiliki banyak gerai di Indonesia maupun Dunia, Starbucks Drive Thru Teuku Umar Denpasar satu-satunya gerai Starbucks di Bali yang mempunyai sistem layanan tanpa turun (drive thru). Analisa Strategi pemasaran dan mengetahui strategi pemasaran yang digunakan dengan menggunakan metode analisis SWOT merupakan metode analisis penulis dengan menggunakan metode analisis kualitatif. Penelitian ini juga dilakukan dengan cara metode SWOT, mencari faktor eksternal maupun internal perusahaan dengan menggunakan matriks IFAS dan EFAS, mengetahui posisi perusahaan dalam kuadran SWOT, serta mencari tau strategi alternative yang digunakan dalam perusahaan. Metode pengumpulan data dilakukan dengan cara observasi, wawancara, kuesioner, dan dokumentasi. Hasil penelitian ini adalah tentang identifikasi dari ke-7 elemen bauran pemasaran (marketing mix) yang dimiliki oleh Starbucks Drive Thru Teuku Umar Denpasar. Hasil penelitian menunjukan bahwa Starbucks Drive Thru Teuku Umar Denpasar berada di kuadran I (satu). Posisi ini menandakan bahwa Starbucks Drive Thru Teuku Umar Denpasar merupakan perusahaan yang kuat dan berpeluang. Strategi yang disarankan adalah strategi agresif (growth-oriented strategy) yang berarti memanfaatkan layanan tanpa turun (drive thru) dan Starbucks Reward Card yang dimiliki Starbucks untuk mendatangkan customer di masa pandemi COVID-19. Starbucks Drive Thru Teuku Umar Denpasar is a coffee shop located on Jl. Teuku Umar Barat No.157, Padangsambian, Kec. West Denpasar, Denpasar City, Bali. Starbucks is a coffee shop that has many outlets in Indonesia and around the world, Starbucks Drive Thru Teuku Umar Denpasar is the only Starbucks outlet in Bali that has a drive thru service system. Analysis of marketing strategy and knowing the marketing strategy used by using the SWOT analysis method is the author's analysis method uses qualitative analysis methods. This research was also conducted using the SWOT method, looking for external and internal factors of the company by using the IFAS and EFAS matrices, knowing the company'sposition in the SWOT quadrant, and looking for alternative strategies used in the company. Methods of data collection are done by means of observation, interviews, questionnaires, and documentation. The results of the research are about the identification of the 7 elements of the marketing mix owned by Starbucks Drive Thru Teuku Umar Denpasar. The results showed that Starbucks Drive Thru Teuku Umar Denpasar was in quadrant I (one). This position indicates that Starbucks Drive Thru Teuku Umar Denpasar is a strong and potential company. The recommended strategy is an aggressive strategy (growth-oriented strategy) which means utilizing drive thru services and Starbucks Reward Cards that are owned by Starbucks to bring in customers during the COVID-19 pandemic.
Dampak Pariwisata dan Sikap Masyarakat Terhadap Kedatangan Wisatawan di Desa Wisata Pujon Kidul Kota Batu Elhanisi, Victoria; Wiyasha , Ida Bagus Made; Semara , I Made Trisna
Jurnal Ilmiah Pariwisata dan Bisnis Vol. 2 No. 4 (2023): Jurnal Ilmiah Pariwisata dan Bisnis
Publisher : Institut Pariwisata dan Bisnis Internasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22334/paris.v2i4.381

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Sasaran utama dari studi yang dijalankan penulis ialah melihat apa dampak pariwisata bagi warga Desa Wisata Pujon Kidul. Melihat hal itu, peneliti berusaha untuk mengetahui pada tahap apa warga Desa Wisata Pujon Kidul berada. Pertumbuhan kegiatan pariwisata ini memiliki dampak yang luas terhadap kehidupan masyarakat. Studi ini mengadopsi metode penelitian campuran, yang didefinisikan sebagai suatu pendekatan penelitian yang mengintegrasikan metode kualitatif dan kuantitatif secara bersamaan untuk aktivitas penelitian. Hal baik dari pengembangan pariwisata di Desa Wisata Pujon Kidul di antaranya ialah memicu adanya pembangunan di desa, terakomodasinya sarana dan prasarana yang memadai, peningkatan pendapatan warga desa, penciptaan lowongan kerja baru, dan perubahan perilaku masyarakat pada generasi berikutnya. Sementara itu, dampak negatifnya antara lain degradasi jalan, peningkatan volume sampah, dan daya saing usaha yang lebih besar. Dari segi sikap, masyarakat sedang dalam euforia. Dimana masyarakat menyambut kedatangan pengunjung dan pariwisata memberikan manfaat bagi masyarakat. Masyarakat sangat mendukung pengembangan pariwisata di desanya untuk lebih menarik wisatawan agar mengunjungi ke Desa Wisata Pujon Kidul. The main target of the study carried out by the author is to see what the impact of tourism on the residents of the Pujon Kidul Tourism Village is. Seeing this, the researchers tried to find out at what stage the residents of the Pujon Kidul Tourism Village were. The growth of tourism activities has a broad impact on people's lives. This study adopts mixed methods research, which is defined as a research approach that integrates qualitative and quantitative methods simultaneously for research activities. The good things about tourism development in Pujon Kidul Tourism Village include triggering development in the village, accommodating adequate facilities and infrastructure, increasing village residents' income, creating new job vacancies, and changing people's behavior in the next generation. Meanwhile, the negative impacts include road degradation, increased volume of waste, and greater business competitiveness. In terms of attitude, society is in a state of euphoria. Where the community welcomes visitors and tourism provides benefits for the community. The community strongly supports the development of tourism in their village to attract more tourists to visit the Pujon Kidul Tourism Village.
Strategi Pemasaran Pada Tradisi Beach Front Villa di Masa New Normal Pandemi Covid-19 Pratama , I Komang Boy; Semara , I Made Trisna; Parwati , Komang Shanty Muni
Jurnal Ilmiah Pariwisata dan Bisnis Vol. 2 No. 4 (2023): Jurnal Ilmiah Pariwisata dan Bisnis
Publisher : Institut Pariwisata dan Bisnis Internasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22334/paris.v2i4.385

Abstract

Bali yang merupakan icon pariwisata Indonesia yang mengalami mati suri akibat wabah COVID-19 yang berkepanjangan. Salah satu akomodasi yang ada dibali, yang sangat merasakan dampak dari COVID-19 ini adalah Tradisi Beach Front Villa. Maka penelitian ini diharapkan dapat membantu manajemen Tradisi Beach Front Villa untuk mengetahui dan menentukan strategi pemasaran dengan teknik bauran pemasaran serta metode SWOT yang tepat, sehingga dapat meningkatkan tingkat hunian kamar. Teknik pengumpulan data dalam penelitian ini adalah Studi Pustaka, Observasi, Wawancara, Kuesioner, Studi Dokumentasi, dan Teknik Analisis Data. Sedangkan teknik analisis data yang digunakan adalah Analisis Deskriptif Kualitatif, Analisis SWOT, IFAS, dan EFAS. Hasil strategi pemasaran pada Tradisi Beach Front Villa, yaitu villa ini menggunakan variabel SWOT untuk membentuk strategi pemasaran mereka. Hasil analisis IFAS diketahui skor dari kekuatan adalah 2.21 dan skor dari kelemahan yaitu 1.35. Sedangkan untuk analisis EFAS diketahui skor dari peluang adalah 1.99 dan skor dari ancaman adalah 1.38. Hasil dari Kuadran SWOT, perusahaan berada di kuadran 1 yaitu strategi agresif. Tradisi Beach Front Villa memiliki potensi internal dan eksternal yang bermanfaat dalam mendatangkan customer pada masa new normal pandemi COVID-19. Bali, which is an Indonesian tourism icon, has died suspended due to the prolonged COVID-19 outbreak. One of the existing accommodation In Bali, one that has really felt the impact of COVID-19 is the Beach Front Tradition Villas. So this research is expected to help the management of the Beach Front Tradition Villa to find out and determine marketing strategies with mix techniques appropriate marketing and SWOT methods, so as to increase occupancy rates room. Data collection techniques in this study were library research, observation, Interviews, Questionnaires, Documentation Studies, and Data Analysis Techniques. While technique data analysis used is Qualitative Descriptive Analysis, SWOT Analysis, IFAS, and EFAS. The results of the marketing strategy on the Beach Front Villa Tradition, namely this villa use SWOT variables to shape their marketing strategy. Analysis results IFAS known that the score of strength is 2.21 and the score of weakness is 1.35. Meanwhile, for the EFAS analysis, it is known that the score of opportunity is 1.99 and the score is 1.99 threat is 1.38. The results of the SWOT Quadrant, the company is in quadrant 1 namely aggressive strategy. Tradition Beach Front Villa has internal and external potential useful in bringing in customers during the new normal during the COVID-19 pandemic.
Strategi pemasaran era new normal di Maca Villas Prabhaswara , I Ketut Gde Cahdrika; Semara , I Made Trisna; Aprinica , Ni Putu Isha
Jurnal Ilmiah Pariwisata dan Bisnis Vol. 2 No. 5 (2023): Jurnal Ilmiah Pariwisata dan Bisnis
Publisher : Institut Pariwisata dan Bisnis Internasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22334/paris.v2i5.421

Abstract

Maca Villas & Spa Seminyak harus menemukan strategi baru untuk tetap bertahan dan memenangkan pasar di tengah era new normal yang mengakibatkan perubahan pada segmentasi konsumen. Dalam penelitian ini, peneliti mengedepankan permasalahan mengenai analisa kondisi internal dan eksternal dari Maca Villas & Spa Seminyak saat ini serta menemukan strategi baru yang dapat diaplikasikan kedepannya. Penelitian ini menggunakan analisis SWOT berdasarkan bauran pemasaran 7P, untuk melihat potensi internal dan eksternal Maca Villas & Spa Seminyak, dimana analisis yang digunakan adalah analisis IFAS EFAS, kuadran SWOT, dan matriks SWOT. Dari analisis tersebut didapatkan bahwa Maca Villas & Spa Seminyak terdapat pada kuadran II yaitu Strategi Diversifikasi, dimana hotel ini memiliki keuntungan dari segi kekuatan yang dimiliki tetapi diimbangi dengan ancaman yang tinggi. Hasil dari strategi yang diperoleh, diuji kembali menggunakan analisis QSPM. Strategi utama yang didapatkan dengan skor sebesar 6.76 adalah meningkatkan kinerja Japanese Sales and Marketing serta pengangkatan daily worker apabila diperlukan dalam rangka menyambut bubble travelling yang direncanakan oleh pemerintah. Maca Villas & Spa Seminyak need to find a new strategy to survive and win the market in the middle of new normal era resulting in changes of consumer segmentation. In this research, researcher put forward the issue of Maca Villas & Spa Seminyak internal and external condition analyze and to find out a new strategic that can be used in the further. This research use SWOT analysis based on marketing mix 7P to see Maca Villas & Spa Seminyak internal and external potential, which the analysis that being used is IFAS EFAS analysis, SWOT quadrant, and SWOT matrix. From the analysis, it was found that Maca Villas & Spa Seminyak is in the 2 nd Quadrant, which Diversification Strategy, where the hotel has advantages in term of strength but balanced with high threat. The strategy is retested by using QSPM analysis. The main strategy got 6.76 point, which is improve the performance of Japanese Sales and Marketing and hire a daily worker if it is needed in order to welcome bubble travelling which is planned by the government.
Upaya Peningkatan Brand Awareness Sababay Winery Melalui Aktivitas Marketing Public Relation Andari, Made Ayu Widya; Semara , I Made Trisna; Febianti , Febianti
Jurnal Ilmiah Pariwisata dan Bisnis Vol. 2 No. 7 (2023): Jurnal Ilmiah Pariwisata dan Bisnis
Publisher : Institut Pariwisata dan Bisnis Internasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22334/paris.v2i7.474

Abstract

Di masa pandemi Covid-19 dan era persaingan globalisasi menjadi permasalahan di sektor pariwisata terutama industri makanan dan minuman yang terkena dampaknya. Salah satu perusahaan industri minuman di Bali yaitu Sababay Winery yang mampu survive di keadaan krisis ini. Selain Sababay Winery terdapat beberapa perusahaan wine lokal menjadi kompetitor Sababay yaitu Hatten Wine, Plaga, Cape Discovery, dan Isola yang sama-sama beroperasi. Kondisi tersebut memunculkan persaingan di antara perusahaan – perusahaan wine lokal yang harus menciptakan maupun meningkatkan brand yang kuat di tengah masyarakat. Dalam upaya tersebut peran Public Relation sangat penting untuk meningkatkan Brand Awareness di masyarakat. Fokus penelitian ini adalah peran Public Relation dalam meningkatkan kesadaran masyarakat terhadap produk dan perusahaan Sababay Winery. Menggunakan teori strategi bauran pemasaran Humas Thomas L. Harris yang terkenal dengan konsep ‘P.E.N.C.I.L.S’. Metode penelitian adalah deskriptif kualitatif menggunakan triangulasi data dengan pengumpulan data yang berbeda yaitu observasi, wawancara, dan dokumentasi. Kegiatan marketing Public Relations belaku dalam meningkatkan brand awareness ke 7 strategi marketing Public Relation. Kegiatan seperti publikasi, melaksanakan kegiatan-kegiatan yang menarik, hubungan yang baik dengan masyarakat, menjalin kerja sama dengan perusahaan lain meningkatkan citra positif, menyediakan layanan dan mampu memanfaatkan teknologi dengan mengemasnya secara up to date bergaya millineal. Semua kegiatan itu sebagai upaya serius Sababay Winery memperkenalkan produk terbaiknya kepada konsumen dan masyarakat agar kesadaran merek Sababay Winery semakin kuat dan meningkat. During the Covid-19 pandemic and the era of globalization competition, it became a problem in the tourism sector, especially the food and beverage industry which was affected. One of the beverage industry companies in Bali, namely Sababay Winery, has been able to survive in this crisis. Apart from Sababay Winery, there are several local wine companies that are competitors to Sababay, namely Hatten Wine, Plaga, Cape Discovery, and Isola which are both operating. This condition raises competition among local wine companies that must create or enhance a strong brand in the community. In this effort the role of Public Relations is very important to increase Brand Awareness in society. The focus of this research is the role of Public Relations in increasing public awareness of Sababay Winery's products and company. Using the marketing mix strategy theory of Thomas L. Harris's Public Relations which is famous for the concept of 'P.E.N.C.I.L.S'. The research method is descriptive qualitative using data triangulation with different data collection namely observation, interviews, and documentation. Public Relations marketing activities take place in increasing brand awareness of the 7 Public Relations marketing strategies. Activities such as publications, carrying out interesting activities, good relations with the community, cooperating with other companies increase a positive image, provide services and are able to take advantage of technology by packaging it in an up to date, millennial style. All of these activities are Sababay Winery's serious efforts to introduce its best products to consumers and the public so that Sababay Winery's brand awareness gets stronger and increases.
Co-Authors A. A. Gede Wijaya A.A. Ayu Arun Suwi Arianty A.A.Ayu Suwi Arianty AA. Ayu Arun Suwi Arianty Aling, Florenza Angeli Nazaretha Amir , Firlie Lanovia Amir, Firlie Lanovia Andari, Made Ayu Widya Angelina Hartono Angelina Hartono Antara, I Gusti Bagus Guapo Padma Aprinica , Ni Putu Isha Arianty, A.A Ayu Arun Suwi Arianty, A.A.Ayu Suwi Ariastini, Ni Nengah Ayu Arun Suwi Arianty Ayu Suwita Yanti Ayu Widiya Sasmita Bayu, I Kadek Krisna Candrawati, Ni Luh Putu Asti Chandra, I Made Krisna Adi Christiawan , Ericko Mahendra Darmayanti, Putu Sri Denok Lestari Dewa Putu Oka Prasiasa Dewi, Kadek Ayu Chintya Effendie, Mahardhika Wijaya Elhanisi, Victoria Febianti , Febianti Firman Sinaga Gde Made Nugraha Regita Gunawan Gunawan Gusti Ayu Eka Suwintari Hariadi , Lisa Monica Hartono, Angelina I Gusti Ayu Eka Suwintari I Gusti Ketut Purnaya, I Gusti Ketut I Kadek Artha Prismawan I Ketut Suada I KETUT TIRKA NANDAKA I Made Budiarsa I Made Krisna Adi Chandra I Made Sudjana I Nengah Laba I Nyoman Sudiarta I Nyoman Sunarta I Nyoman Sunarta I Nyoman Sunarta I Nyoman Sunarta I Putu David Adi Saputra I Putu David Adi Saputra I Wayan Eka Mahendra I Wayan Restu Suarmana, I Wayan Restu I Wayan Sukma Winarya Prabawa Ida Ayu Etsa Pracintya Ida Ayu Etsa Pracintya IDA BAGUS GDE PRANATAYANA Ida Bagus Putra Yadnya intan Nirmalasari Jessica Aprilia Kadek Ayu Ekasani Kartika, Ni Luh Dewi Koerniawaty, Francisca Titing Komang Artana Komang Ratih Tujungsari Komang Trisna Pratiwi Arcana Kusuma, I Ketut Bayu Jaya Ladista , I Made Oldi Lestari, Ni Luh Komang Karina Dewi Luh Eka Susanti Made Suri Meiani, Ni Made Sri Puspa Moh Agus Sutiarso Mulia, I Made Prabudi Muliadiasa , I Ketut Ni Luh Helen Susani Ni Luh Putu Asti Candrawati Ni Luh Putu Eka wahyuni Ni Luh Putu Intan Nirmalasari Ni Luh Sri Mandari Ni Luh Supartini Ni Made Ayu Natih Widhiarini NI MADE AYU SULASMINI . Ni Made Yulistia Dewi Ni Nengah Ariastini Ni Nengah Ariastini Ni Nyoman Nadya Pradnyandari Ni Putu Ayu Saskarawati Ni Putu Feby Devira Permanita Ni Putu Isha Aprinica Ni Wayan Mita Damayanti Nyoman Surya Wijaya Nyoman Wibawa Saputra Pantiyasa , I Wayan Pantiyasa, I Wayan Parwati , Komang Shanty Muni Parwati, Komang Shanty Muni Permanita, Ni Putu Feby Devira Prabhaswara , I Ketut Gde Cahdrika Pramudia , Gusti Ngurah Bayu Pranatha, Gede Rio Surya Pratama , I Komang Boy Pricilia Pricilia Purba, George Michael Carona Purnama, Jesslyn Lidya Purnaya , I Gusti Ketut Purwanto, Deni Putra, I Ketut Gde Nata Adi Putra, I Wayan Rian Prasatya Putri, Ni Luh Putu Indah Amertha Putu Eka Wirawan Putu Ratih Pertiwi Rahayu, Ni Nyoman Septiana Retno Juwita Sari Santi, Ni Made Ria Utami Saputra , I Putu David Adi Saputra, I Putu David Adi Sari , Retno Juwita Sasmita, Ayu Widiya Setiawan, I Kadek Doni Solly Aryza Sonctia Fanesia Renjaan Sudarmawan, I Wayan Eka Sudjana, I Made Sugiwiyadmeika, Alit Putra Suprapto , I Nyoman Arto Suri, Made Susanti, Putu Herny Suwintari , I Gusti Ayu Eka Suwintari, I Gusti Ayu Eka Tujungsari, Komang Ratih Tunjungsari, Komang Ratih Vionita, Henny Wardana, Miko Andi Widari, Dewa Ayu Diyah Sri Widhyadanta, I Gede Dirga Surya Arya Wijaya, Bryan Masga Wiyasha , Ida Bagus Made Wua, Maria Christin Yani, Ni Wayan Mega Sari Apri Yoga , Made Ray Darma