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All Journal MODUS-Jurnal Ekonomi dan Bisnis JOIV : International Journal on Informatics Visualization Wacana: Jurnal Ilmiah Ilmu Komunikasi MANAJEMEN DEWANTARA PROFICIO: Jurnal Pengabdian Masyarakat Jurnal Atma Inovasia Sabangka Abdimas Jurnal Pengabdian Masyarakat Sabangka Jurnal Komunikasi Indonesia
Murti, Desideria Cempaka Wijaya
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MENILIK PERAN ETIKA DALAM HOTEL BRANDING: PENGARUH CONSUMER PERCEIVED ETHICALITY TERHADAP CITRA MEREK DAN KOMITMEN MEREK Prihatno; Amalia, Eliza Nur; Putra, Tegar Satya; Murti, Desideria Cempaka Wijaya; Fauzi , Gilang Ahmad
Modus Vol. 36 No. 1 (2024): Vol 36 No.1 (2024): MODUS
Publisher : Faculty of Business and Economics Universitas Atma Jaya Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24002/modus.v36i1.8238

Abstract

In the hotel industry, competition is on the rise alongside the increase of international tourists to Indonesia, including the hotel industry in Yogyakarta. The competition drives hotels to meet consumer expectations. One primary expectation of consumers is an ethical image in business and production processes. Thus, Consumer Perceived Ethicality (CPE) has become a key focus in marketing and consumer behavior. CPE is defined as perception that a brand upholds honesty, accountability, and responsibility to stakeholders. Although research on CPE has been extensively conducted in America and Europe, studies within the Asian context are limited. Therefore, this research aims to explore the effect of CPE on brand identification and the impact of brand identification on brand image and commitment. This study employs an explanatory design with a sample of Royal Ambarrukmo hotel customers who have stayed at least twice. A total of 104 respondents were involved and data were analyzed using SEM-PLS. Findings show that CPE positively influences brand identification, which in turn positively affects brand image and commitment. These insights highlight the importance for hospitality businesses to understand and apply the CPE concept in their branding strategies. Future research should focus on how consumers form their opinions about the ethics of a brand. Keywords: consumer perceived ethicality (CPE); brand identification; brand image; brand commitment; Royal Ambarrukmo. Dalam industri perhotelan, persaingan semakin meningkat seiring dengan pertumbuhan kunjungan wisatawan mancanegara ke Indonesia, termasuk persaingan industri perhotelan di Yogyakarta. Ketatnya persaingan membuat hotel berlomba memenuhi ekspektasi konsumen. Salah satu ekspektasi utama konsumen saat ini adalah citra etik dalam bisnis dan proses produksi. Konsep Consumer Perceived Ethicality (CPE) telah menjadi sorotan utama dalam kajian pemasaran dan perilaku konsumen. CPE mengacu pada persepsi pelanggan bahwa suatu merek mengedepankan kejujuran, pertanggungjawaban, dan akuntabilitas kepada semua pemangku kepentingan. Meskipun banyak studi mengenai CPE telah dilakukan di benua Amerika dan Eropa, penelitian mengenai CPE di konteks benua Asia masih terbatas. Maka dari itu, penelitian ini bertujuan untuk mengetahui pengaruh CPE terhadap identifikasi merek dan dampak identifikasi merek pada citra merek serta komitmen merek. Penelitian ini menggunakan desain eksplanatori dengan sampel yang terdiri dari konsumen hotel Royal Ambarrukmo yang telah menginap minimal dua kali. Sebanyak 104 responden terlibat dan data diolah menggunakan SEM-PLS. Hasil menunjukkan bahwa CPE berpengaruh positif terhadap identifikasi merek, dan identifikasi merek berdampak positif pada citra dan komitmen merek. Temuan ini menunjukkan pentingnya bagi perusahaan di industri perhotelan untuk memahami dan memanfaatkan konsep CPE dalam strategi branding hotel. Untuk penelitian mendatang, disarankan untuk fokus pada bagaimana pendapat konsumen mengenai etika suatu merek. Kata kunci: consumer perceived ethicality (CPE); identifikasi merek; citra merek; komitmen merek; Royal Ambarrukmo.
Modified LeNet-5 Architecture to Classify High Variety of Tourism Object: A Case Study of Tourism Object for Education in Tinalah Village Wijaya, Antonius Bima Murti; Murti, Desideria Cempaka Wijaya; Handoko, Victoria Sundari
JOIV : International Journal on Informatics Visualization Vol 7, No 3 (2023)
Publisher : Society of Visual Informatics

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30630/joiv.7.3.2095

Abstract

This research aims to modify a CNN (Convolutional Neural Network) based on LeNet-5 to reduce overfitting in a Tinalah Tourism Village dataset object detection. Tinalah Tourism Village has many objects that can be identified for tourism education and enhanced tourist experience. While these objects, spread across the different sites of Tinalah do vary, some share similarities in their histogram patterns. Visually, if the size of a picture is reduced in the LeNet-5 ‘preferred size’ feature, it will inevitably lose some of its information, making pictures too similar reducing accuracy. In order to learn and classify objects, this research performs a modification on LeNet-5 architecture to provide a better performance geared toward larger input imaging. The previous state-of-the-art architecture showed an overfitting performance where the training accuracy performed too much better than the testing accuracy in our dataset. We brought in a dropout layer to reduce overfitting, increase the dense layer's size, and add a convolution layer. We then compared the modified LeNet-5 with other state-of-the art architecture, such as LeNet-5 and AlexNet. Results showed that a modified LeNet-5 outperformed other architectures, especially in performing accuracy for testing the Tinalah dataset, reaching 0.913 or (91,3 %). This research discusses the dataset, the modified LeNet-5 architecture, and performance comparison between state-of-the-art CNN architecture. Our CNN architecture can be developed by involving a transfer learning mechanism to provide greater accuracy for further research.
Co-Authors Almuntarizi, Almuntarizi Amalia, Eliza Nur Antonius Bima Murti Wijaya Fauzi , Gilang Ahmad Fauzi, Gilang Ahmad Gilang Ahmad Fauzi Handoko, Victoria Sundari Kusumastuti, Zikrina Ratri Manalu, Tifani Dianisya Prihatno Prihatno Prihatno Putra, Tegar Satya Rosyadi, Fachrurrozi Rustono - Tegar Satya Putra Yennie, Yennie