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Navigating digital horizons: A systematic review of social media’s role in destination branding Mandagi, Deske Wenske; Indrajit, Indrajit; Wulyatiningsih, Toetik
Journal of Enterprise and Development (JED) Vol. 6 No. 2 (2024): Journal of Enterprise and Development (JED)
Publisher : Faculty of Islamic Economics and Business of Universitas Islam Negeri Mataram

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.20414/jed.v6i2.10075

Purpose — This study aims to acquire a comprehensive understanding of how social media platforms contribute to the process of destination branding by identifying major themes in the literature pertaining to social media's role in destination branding.Method — This study employs a Systematic Literature Review (SLR) methodology to conduct an in-depth analysis of academic journal articles pertaining to the role of Social Media Marketing (SMM) in destination branding. The review encompasses 55 final articles published and indexed in the Scopus database from 2014 to 2024. The Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA) method is employed as the framework for this systematic review, ensuring the robustness of the review process.Result — Four prominent themes have been identified regarding the role of SMM in destination branding: 1) Enhancing Destination Brand Value Co-Creation, 2) Influencing Customer-Based Brand Equity, 3) Shaping Destination Brand Identity, and 4) Driving Destination Brand Engagement and Loyalty.Practical implications — Destination marketers should leverage social media strategically to enhance brand visibility, engagement, and loyalty, utilizing these platforms as virtual stages to showcase the destination's culture, heritage, and diversity.

Online Base Transportation Service Quality and Customers Satisfaction Analysis Dengah, Josephine Angela; Indrajit, Indrajit
Klabat Journal of Management Vol. 5 No. 2 (2024): Klabat Journal of Management
Publisher : Faculty of Economics and Business, Universitas Klabat

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.60090/kjm.v5i2.1165.156-166

This study investigates how customer satisfaction is influenced by various service quality factors, including price, convenience, safety, and information and communication technologies (ICT). The study focused on Go-Jek users in Airmadidi and its surrounding areas, encompassing both frequent and first-time users. Data were collected using a Google Forms questionnaire from a sample of 315 respondents selected through convenience sampling. Prior to distribution, the validity and reliability of the questionnaire were tested with 37 respondents in a pilot study. Pearson correlation coefficients were calculated to assess the relationships between the different service quality attributes (safety, price, convenience, ICT) and customer satisfaction. The results revealed a strong relationship between customer satisfaction and the service quality factors of safety, price, convenience, and ICT. Among these factors, ICT showed the strongest association with customer satisfaction.

Penerapan Motion Graphic Pada Video Promosi Wisata Pantai Panrita Lopi Tejawati, Andi; Indrajit, Indrajit; Taruk, Medi; Arifin, Zainal; Riyayatsyah, Riyayatsyah; Alameka, Faza; Pakpahan, Herman Santoso
Jurnal Rekayasa Teknologi Informasi (JURTI) Vol 8, No 2 (2024): Jurnal Rekayasa Teknologi Informasi (JURTI)
Publisher : Universitas Mulawarman

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30872/jurti.v8i2.14615

Berbagai pendekatan, efek, framing, panorama, dan vintage kini dihasilkan dari aspek-aspek tersebut dalam kemajuan teknis kontemporer, yang mampu menimbulkan kesan tersendiri saat pengguna melihatnya. Grafik gerak adalah bentuk media yang menggunakan teknologi animasi untuk menciptakan tampilan gerakan dan biasanya dipasangkan dengan audio dan teks untuk digunakan dalam output multimedia. Tujuan penelitian ini adalah membuat aplikasi video sinematografi untuk meningkatkan kualitas media promosi Pantai Panrita Lopi, memperluas pemasaran Pantai Panrita Lopi, dan menarik perhatian calon pengunjung sehingga memilih Pantai Panrita Lopi sebagai destinasi. Teknik dalam penelitian ini adalah penggunaan proses produksi video untuk membuat video yang sukses. Kamera Sony A6100, Canon 600D, drone DJI Mavic Air, dan alat pengeditan video Adobe Premiere Pro dan Adobe After Effects digunakan untuk membuat promosi. Dari 51 responden yang telah menonton video sinematografi dan menggunakan aplikasi, ditemukan banyaknya responden yang setuju di setiap pertanyaan kuesioner diantaranya pertanyaan pertama sebesar 64,70%, pertanyaan kedua sebesar 60,80%, pertanyaan ketiga sebesar 58,80% dan pertanyaan keempat sebesar 52,9%. Disarankan kedepannya untuk memperhatikan keseimbangan antara informasi yang disampaikan dengan estetika visual yang menarik, sehingga dapat menciptakan pengalaman yang memikat bagi penonton dan mendorong mereka untuk mengunjungi Pantai Panrita Lopi.

Navigating digital horizons: A systematic review of social media’s role in destination branding Mandagi, Deske Wenske; Indrajit, Indrajit; Wulyatiningsih, Toetik
Journal of Enterprise and Development (JED) Vol. 6 No. 2 (2024): Journal of Enterprise and Development (JED)
Publisher : Faculty of Islamic Economics and Business of Universitas Islam Negeri Mataram

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.20414/jed.v6i2.10075

Purpose — This study aims to acquire a comprehensive understanding of how social media platforms contribute to the process of destination branding by identifying major themes in the literature pertaining to social media's role in destination branding.Method — This study employs a Systematic Literature Review (SLR) methodology to conduct an in-depth analysis of academic journal articles pertaining to the role of Social Media Marketing (SMM) in destination branding. The review encompasses 55 final articles published and indexed in the Scopus database from 2014 to 2024. The Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA) method is employed as the framework for this systematic review, ensuring the robustness of the review process.Result — Four prominent themes have been identified regarding the role of SMM in destination branding: 1) Enhancing Destination Brand Value Co-Creation, 2) Influencing Customer-Based Brand Equity, 3) Shaping Destination Brand Identity, and 4) Driving Destination Brand Engagement and Loyalty.Practical implications — Destination marketers should leverage social media strategically to enhance brand visibility, engagement, and loyalty, utilizing these platforms as virtual stages to showcase the destination's culture, heritage, and diversity.

Pelatihan Identifikasi Potensi wilayah, Penemuan Ide, dan Analisis SWOT pada Koperasi Harapan Wanita Sejahtera Lelengboto, Abraham Leslie Petir; Wardoyo, Sharon Kumaratih Dewi; Rantung, Rinny; Indrajit, Indrajit; Pandeirot, Lanemey Brigitha; Prayanthi, Ika
ABDI MOESTOPO: Jurnal Pengabdian Pada Masyarakat Vol 7, No 2 (2024): Juli 2024
Publisher : Universitas Prof. Dr. Moestopo (Beragama)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32509/abdimoestopo.v7i2.3905

Koperasi memiliki peran yang besar bagi peningkatan ekonomi bangsa. Tidak hanya sebagai identitas, namun harapannya adalah memberikan pemerataan ekonomi dan rasa keadilan bagi rakyat Indonesia, khususnya para pelaku koperasi. Tantangan utama yang dihadapi oleh koperasi adalah upaya penguatan kelembagaan dan kemampuan menerapkan manajemen yang efektif dan efisien. Tahapan awal yang dapat dilakukan adalah dengan memperkuat kemampuan anggota koperasi melalui pemaparan teori dan konsep kewirausahaan. Berdasarkan dengan kebutuhan koperasi Harapan Wanita Sejahtera Danowudu, tim pengabdian kepada masyarakat Universitas Klabat melaksanakan pelatihan yang berfokus kepada Identifikasi potensi wilayah, penemuan ide, dan analisis Kekuatan, Kelemahan, Kesempatan, dan Ancaman usaha. Materi pelatihan disusun berdasarkan teori dan konsep proses berpikir kreatif. Pendekatan pelatihan yang digunakan oleh tim adalah metode pembelajaran interaktif. Partisipan diajak untuk terlibat aktif pada saat mengikuti pelatihan. Para partisipan didorong untuk mampu memetakan ide melalui gambar dan curah pendapat yang dilakukan dalam kelompok. Hasil dari pelatihan ini menunjukkan adanya peningkatan pemahaman terkait dengan materi-materi yang telah dibagikan. Partisipan merasa puas terhadap metode pelatihan yang digunakan, mereka berpendapat bahwa metode pembelajaran interaktif mempermudah mereka untuk belajar melalui interaksi dan aktivitas yang serius namun menyenangkan.

Turning Shoppers Into Buyers: How Brand Gestalt Drives Purchase Intention Walewangko, Jessica Agnes; Mandagi, Deske W.; Indrajit, Indrajit
Studi Ilmu Manajemen dan Organisasi Vol. 5 No. 1 (2024): April
Publisher : Penerbit Goodwood

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35912/simo.v5i1.3112

Purpose: This study aims to investigate the influence of brand gestalt on customer purchase intention in the context of fashion products, addressing the gap in understanding how the 4S brand gestalt dimensions (i.e., storyscape, sensescape, services cape, and stakeholders cape) directly impact consumer purchase intention in an increasingly competitive and dynamic fashion market. Methodology/Approach: This study employed a descriptive, causal, and quantitative research design, and data were collected through questionnaires distributed to 183respondents who were customers of popular fashion brands. The collected data were then analyzed using structural equation Modeling with the assistance of SmartPLS statistical software. Results/findings: The research findings indicate that all four dimensions of brand gestalt—story cape, senses cape, services cape, and stakeholder’s cape—have a significant positive influence on customer interest in purchasing fashion products. Limitations: One potential limitation of the study is that the respondents were H&M product customers in Manado, which may restrict the generalizability of the findings to a broader consumer population. Contribution: The theoretical implications of this study underscore the importance of maintaining a consistent and integrated brand gestalt to enhance consumers’ purchase interest in fashion products.

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