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All Journal EKUITAS (Jurnal Ekonomi dan Keuangan) ATRABIS: Jurnal Administrasi Bisnis (e-Journal) Barista : Jurnal Kajian Bahasa dan Pariwisata Journal of Business and Management Inaba
Superwiratni
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Languange, Linguistic, Communication & Media Social Sciences Other

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Developing Service Quality Strategy for Homestays in Mount Dempo Pagar Alam Regency Using IFAS and EFAS Method Ardiansyah, Imam; Permata Sari, Mustika; Superwiratni
Barista : Jurnal Kajian Bahasa dan Pariwisata Vol. 10 No. 02 (2023): December
Publisher : Unit Bahasa, Politeknik Pariwisata NHI Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34013/barista.v10i02.1245

Abstract

The purpose of this research is to determine effective strategies for improving the tourism destination in Pagar Alam, South Sumatra through the development of homestays in the Gunung Dempo area. The research method used is a combination of qualitative and quantitative methods. The qualitative method is used to describe the appropriate strategies, while the quantitative method is used to analyze the IFAS and EFAS data in the form of numbers. Data were collected through direct observation, interviews, and the distribution of questionnaires to 95 respondents who had visited homestays in the Gunung Dempo area. The results of the SWOT analysis showed that the homestays in the Gunung Dempo area are in quadrant 1, which means that the internal and external conditions are positive and quite good. In this quadrant, homestays are very advantageous with opportunities (1.55) and strengths (1.77). The appropriate alternative strategy for homestay development is an aggressive strategy that utilizes opportunities to increase strengths. Therefore, it can be concluded that alternative strategies and priority strategies can be applied to the development of homestays in the Gunung Dempo area to improve the tourism destination. Suggestions that can be given from this research are to promote advantages in quality of service, unique architecture, and affordable accommodation prices. In addition, it is recommended to collaborate with local and central governments to increase domestic and foreign tourist visits.
Gentala Arasy Jambi Museum Promotion Strategy in Increasing Tourist Visits Sukmamedian, Haufi; Superwiratni; Permatasari, Mustika
Journal of Business and Management Inaba Vol. 3 No. 1 (2024): Volume 3 Number 1, June 2024
Publisher : Universitas Indonesia Membangun (Inaba)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56956/jbmi.v3i01.288

Abstract

The large amount of tourist interest has not been supported by adequate facilities. One of them is access to the Gentala Arasy museum through the bridge, there are so many old street vendors who sell without rules so that it seems shabby, the lack of maintenance of lights on the Gentala Arasy bridge and at the Gentala Arasy Museum also affects the attractiveness of the tourist attraction that is the icon of Jambi City. Based on this presentation, we can see that the Gentala Arasy Museum is an interesting tourist attraction to visit, and good management is needed so that tourists who come are amazed and get a good memory of the Gentala Arasy Museum. The collected data is recorded and processed using a computer. The results will be presented in table form and then analyzed quantitatively descriptively. The known formula to determine the level of respondents' conformity between expectations and reality. 5 dimensions of characteristics used by customers in evaluating service quality, namely: reliability, responsiveness, assurance, empathy, tangible.
Peranan Komunikasi Pemasaran Dalam Meningkatkan Minat Studi Mahasiswa Sri Marini; Superwiratni; Ita Karnita
ATRABIS Jurnal Administrasi Bisnis (e-Journal) Vol. 9 No. 1 (2023): ATRABIS: Jurnal Administrasi Bisnis (e-Journal)-Juni 2023
Publisher : Program Studi Administrasi Bisnis

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38204/atrabis.v9i1.1332

Abstract

Tingginya animo calon mahasiswa untuk memilih perguruan tinggi di bidang pariwisata dan perhotelan menjadikan AKPAR NHI Bandung tidak sendiri dalam hal ini. Hal tersebut menjadikan peluang untuk mendapatkan calon mahasiswa menjadi lebih sulit. AKPAR NHI Bandung harus dapat memiliki differensiasi agar menjadi prioritas calon mahasiswa. Hal tersebut harus distimuli dengan menumbuhkan minat mahasiswa untuk dapat melanjutkan pendidikan di program studi perhotelan. Minat merupakan perilaku konsumen yang menunjukkan sejauh mana komitmennya dalam melakukan pembelian. Diperlukan pemasaran yang baik sehingga target perguruan tinggi swasta dalam menjaring calon mahasiswa dapat lebih fokus, dan strategi pemasaran tersebut perlu di komunikasikan melalui komunikasi pemasaran yang efektif. Rumusan masalah penelitian ini adalah bagaimana komunikasi pemasaran yang dilakukan dan bagaimana minat studi mahasiswa. Tujuan penelitian ini adalah untuk menganalisa aktivitas komunikasi pemasaran dan minat studi mahasiswa. Key Informan dalam penelitian ini adalah informan internal dari 2 pengelola promosi yaitu marcom dan tim promosi, serta 15 informan sebagai narasumber eligible yang memiliki peran sebagai mahasiswa dari angkatan 2021, 2022 dan calon mahasiswa baru untuk memberi informasi mengenai minat dalam studi. Teknik analisis data yang digunakan dalam penelitian ini adalah analisis data kualitatif yang dilakukan secara interaktif melalui proses data reduction, data display, dan verification. Hasil penelitian menunjukkan bahwa peranan komunikasi pemasaran penting dalam meningkatkan minat studi mahasiswa sehingga berdampak terhadap keberlangsungan lembaga pendidikan pariwisata dan perhotelan.
Analisis Strategi Pemasaran VHO Syariah yang Diterapkan Emaki Al-Ma'Some Resort Lembang Superwiratni; Ita Karnita; Sri Marini
ATRABIS Jurnal Administrasi Bisnis (e-Journal) Vol. 9 No. 1 (2023): ATRABIS: Jurnal Administrasi Bisnis (e-Journal)-Juni 2023
Publisher : Program Studi Administrasi Bisnis

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38204/atrabis.v9i1.1354

Abstract

Hotel dikategorikan menjadi dua macam jenis yaitu hotel conventional dan hotel berbasis syariah dimana untuk meningkatkan occupancy dijaman teknologi yang sudah maju dengan mengoptimalkan ecommerce yang salah satunya adalah Virtual Hotel Operation yang berbasis syariah. Untuk meningkatkan pangsa pasar maka perusahaan perlu menerapkan strategi bersaing dengan menggunakan metode SWOT, yakni suatu strategi yang dilakukan oleh perusahaan untuk mengetahui sejauh mana kekuatan, kelemahan, peluang dan ancaman yang dilakukan oleh perusahaan untuk meningkatkan,pangsa pasar. Hal ini perlu dilakukan oleh perusahaan mengingat bahwa persaingan dengan perusahaan pesaing yang bergerak di bidang usaha yang sama sangat ketat, sehingga perusahaan perlu menyusun strategi yang dapat meningkatkan pangsa pasarnya. Salah satu hotel syariah di Lembang yang bekerjasama dengan virtual hotel oprasional RedDoorz Syariah adalah Emaki Al-Ma’some Resort syariah. Menurut Freddy Rangkuti (2008), analisis SWOT adalah identifikasi dari berbagai faktor secara sistematis untuk merumuskan strategi perusahaan. Analisis ini didasarkan pada logika yang dapat memaksimalkan kekuatan (Strength) dan peluang (Opportunities), namun secara bersamaan dapat juga meminimalkan kelemahan (Weakness) dan ancaman (Threats).
EXPERIENCE ECONOMY AND DIGITAL MARKETING STRATEGIES IN ENHANCING HOTEL COMPETITIVENESS Marini, Sri; Superwiratni; Fajri, Ilham; Karnita, Ita
EKUITAS (Jurnal Ekonomi dan Keuangan) Vol 9 No 3 (2025): September
Publisher : Sekolah Tinggi Ilmu Ekonomi Indonesia (STIESIA) Surabaya(STIESIA) Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24034/j25485024.y2025.v9.i3.7336

Abstract

Consumers are increasingly seeking memorable experiences, not only standard hotel services, but also driving intense competition in West Java's hospitality industry. Although several strategies have been implemented, a literature gap remains in relation to the role of customer engagement as a mediating variable between strategy and hotel competitiveness. Therefore, this study aims to analyze the effect of experience economy and digital marketing strategies on hotel competitiveness, both directly and through customer engagement. The research covers 320 three- to five-star hotels in West Java, with an estimated annual guest population of 57,600. A total of 400 respondents were selected using Slovin's formula, which incorporates a 5% margin of error and employs a multistage sampling approach. Data was analyzed using the SEM-PLS method. The results indicate that both strategies significantly enhance hotel competitiveness, both directly and indirectly, through the partial mediating role of customer engagement. These findings underscore the importance of combining experiential and digital approaches to foster a deeper emotional connection with customers and gain a competitive edge. This study contributes to the theoretical development of hospitality management. It also provides practical insights for hotel managers in West Java to enhance their competitiveness by implementing experience-driven and digitally oriented strategies tailored to meet customer expectations.
Co-Authors Ilham Fajri, Ilham Imam Ardiansyah Ita Karnita Karnita, Ita Permata Sari, Mustika Permatasari, Mustika Sri Marini Sukmamedian, Haufi