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All Journal E-Journal of Tourism Jurnal Pariwisata Khasanah Ilmu - Jurnal Pariwisata Dan Budaya Cakrawala : Jurnal Humaniora Bina Sarana Informatika ABDIMAS SILIWANGI International Journal of Social Science and Business Jurnal Humaniora : Jurnal Ilmu Sosial, Ekonomi dan Hukum Jurnal Review Pendidikan dan Pengajaran (JRPP) Jurnal Mantik International Journal of Economics, Business and Accounting Research (IJEBAR) Jurnal Hospitality dan Pariwisata Community Development Journal: Jurnal Pengabdian Masyarakat Budapest International Research and Critics Institute-Journal (BIRCI-Journal): Humanities and Social Sciences Jurnal Abdimas Berdaya : Jurnal Pembelajaran, Pemberdayaan dan Pengabdian Masyarakat Jurnal Sosiohumaniora Kodepena (JSK) International Journal of Social and Management Studies (IJOSMAS) Journal of Social Responsibility Projects by Higher Education Forum Jurnal Ekonomi Bulletin of Community Engagement Indonesian Marketing Journal Journal of Natural Science and Technology Adpertisi: Bidang Sains dan Teknologi Jurnal Manajemen Perhotelan Jurnal Indonesia Sosial Sains Journal of Innovative and Creativity Jurnal Penelitian Pendidikan Indonesia

Amelda Pramezwary

Universitas Pelita Harapan

Author-ID : 2428354

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Pengaruh Strategi Pemasaran Terhadap Keputusan Menginap Konsumen di Hotel Kyriad Muraya Aceh pada Era Transisi New Normal Juliana Juliana; Amelda Pramezwary; Cicilia Angelisca; Gloria Caroline Patras; Michelle Michelle
Jurnal Humaniora : Jurnal Ilmu Sosial, Ekonomi dan Hukum Vol 5, No 2 (2021): Oktober 2021
Publisher : Center for Research and Community Service (LPPM) University of Abulyatama

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30601/humaniora.v5i2.1807

The Covid-19 widespread has debilitated the inn industry division and experienced a decrease in the number of guests. The showcasing procedure is one way that the hotel industry has actualized to outlive and work amid this widespread. The showcasing methodology connected is the 4P promoting procedure (showcasing blend), which comprises item, cost put, and advancement. This ponders points to look at whether the marketing procedure, which comprises four factors, features a critical impact on the choice to remain visitors at the Kyriad Muraya Aceh Hotel. The investigation strategy in this think about is different direct relapse investigation. The sampling strategy utilized was comfort examining. Based on the inquiry, the showcasing procedure factors within the shape of an item, cost, put, and advancement altogether impacts buyer choices to remain at the Kyriad Muraya Aceh Hotel. In this study, R2 was 0.881, which stated that the effect of product, price, place, and promotion on consumers' decision to stay at the Kyriad Muraya Aceh Hotel was 88.1%.Keywords: Marketing strategy, consumer decisions, hotels, covid-19 pandemic Pandemi Covid-19 telah melemahkan industri perhotelan dan jumlah wisatawan juga menurun. Strategi pemasaran adalah salah satu metode yang diterapkan oleh industri perhotelan untuk bertahan dan beroperasi selama pandemi ini. Strategi pemasaran yang diterapkan adalah strategi pemasaran 4P (bauran pemasaran) yang meliputi produk, harga, lokasi dan promosi. Penelitian ini bertujuan untuk mengetahui apakah strategi pemasaran yang terdiri dari empat variabel memiliki pengaruh yang signifikan terhadap keputusan tamu yang menginap di Kyriad Muraya Aceh Hotel. Metode penelitian dalam penelitian ini adalah analisis regresi linier berganda. Metode pengambilan sampel yang digunakan adalah convenience sampling.Berdasarkan hasil penelitian, variabel strategi pemasaran yang berupa product, price, place dan promotion memberikan pengaruh yang signifikan terhadap keputusan konsumen untuk menginap di Hotel Kyriad Muraya Aceh. Pada penelitian ini didapatkan R2 sebesar 0,881 yang menyatakan bahwa pengaruh yang diberikan oleh product, price, place dan promotion terhadap keputusan menginap konsumen di Hotel Kyriad Muraya Aceh adalah sebesar 88,1%.Kata kunci : Strategi pemasaran, keputusan konsumen, hotel, pandemi covid-19

Konsekuensi Consumer Engagement: Iklan dan Konten Media Sosial Berfokus pada Konsumen Restoran Indonesia: Perspektif Uses and Gratification Theory Juliana Juliana; Amelda Pramezwary; Alicia Alicia; Daria Daria; Fenny Fenny; Rhoswenlin Rhoswenlin
Khasanah Ilmu - Jurnal Pariwisata Dan Budaya Vol 12, No 2 (2021): Jurnal Khasanah Ilmu - September 2021
Publisher : Universitas Bina Sarana Informatika

Abstrak Pada masa pandemi covid 19 ini kehadiran social media juga membangun pengaruh iklan dan konten di dalamnya untuk mempengaruhi konsumen restoran favorit di negara Indonesia dalam melakukan pembelian produk maupun jasa dan akan membangun consumer engagement. Sehingga, dalam pemasaran yang dilakukan oleh restoran tersebut pada saat ini juga memiliki dampak yang besar bagi keberlangsungan restoran untuk menarik konsumen yang ada demi menciptakan kestabilan pada restoran serta adanya waktu jangka panjang bagi restoran dalam melakukan ekspansi atau promosi terhadap perkembangannya tersebut. Kehadiran konsumen, merek, produk, serta layanan yang diberikan juga sangat penting bagi perkembangan restoran saat ini terutama yang mempengaruhi konsumen adalah dengan adanya informasi yang disebarkan di dalam content social media ataupun pengunaan iklan yang terdapat dalam restoran tersebut. Tujuan penelitian untuk mengembangkan model konseptual consumer engagement melalui konten media sosial dan iklan. Teknik pengambilan sampel menggunakan kuesioner secara daring dengan teknik non probability sampling. Sampel dalam penelitian yang valid sebanyak 120 responden. Metode analisis data menggunakan PLS-SEM. Hasil penelitian membuktikan bahwa semakin tinggi penggunaan iklan dalam promosi maka semakin tinggi tingkat consumer engagement, begitu juga semakin tinggi penggunaan konten media sosial maka semakin tinggi tingkat consumer engagement yang dapat disimpulkan seluruh hipotesis didukung. Penelitian ini memberikan wawasan kepada manajer pemasar restoran mengenai cara memanfaatkan konten media sosial dan iklan media sosial dalam meningkatkan consumer engagement. Keyword : Content Social Media, Iklan, Consumer Engagement Consequences Consumer Engagement : Advertisement and Content Social Media Focusing on Restaurant Indonesia Consumers A Perspective Uses and Gratification Theory Abstract During the COVID-19 pandemic, social media also builds the influence of advertisements and content to influence consumers of favourite restaurants in Indonesia in purchasing products and services and will build consumer engagement. Thus, the marketing carried out by the restaurant at this time also has a major impact on the sustainability of the restaurant to attract existing consumers to create stability in the restaurant, and there is a long-term period for the restaurant to expand or promote its development. The presence of consumers, brands, products, and services provided is also significant for the development of restaurants today, especially those that affect consumers are the information disseminated in social media content or the use of advertisements contained in the restaurant. The research objective is to develop a conceptual model of consumer engagement through social media content and publicity—the sampling technique used online questionnaires with non-probability sampling techniques. The sample in the valid study was 120 respondents—data analysis method using PLS-SEM. The study results prove that the higher the use of advertising in promotions, the higher the level of consumer engagement, as well as the higher the use of social media content, the higher the level of consumer engagement, which can be concluded that all hypotheses are supported. This research provides insight to restaurant marketers on utilizing social media content and social media advertising to increase consumer engagement. Keywords: Social Media Content, Advertising, Consumer Engagement

Analisis Pengaruh Harga dan Promosi Terhadap Tingkat Penjualan Pizza Hut di era Covid-19 Juliana Juliana; Amelda Pramezwary; Catherine Catherine; Hermawan Dwitama; Indah Sentia
Cakrawala - Jurnal Humaniora Vol 21, No 2 (2021): September 2021
Publisher : Universitas Bina Sarana Informatika

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31294/jc.v21i2.9838

Abstract- This study aims to analyze the effect of price and promotion on the sales level of Pizza Hut in the Covid-19 era. This research is a basic research to fill the research gap in sales level studies. two hypotheses and tested using data collected from 150 respondents of pizza hut customers. This research is driven by the Covid-19 pandemic which has brought a downturn for companies in marketing products produced by these companies, especially companies in the field of food and beverage. Researchers use quantitative research with multiple linear regression analysis techniques to analyze how much influence the independent variables interact with. dependent variable. Researchers found that the variable that had the most significant influence on Pizza Hut sales in the Covid-19 era was promotion. The decline in Pizza Hut prices did have an effect on the increase in Pizza Hut sales but the effect was not too significant. This is due to the intense price competition to attract consumers' attention in this pandemic. Thus, it is evident that the Pizza Hut promotion strategy by attracting public sympathy can increase sales in the Covid-19 era.Keywords: price, promotion, sales level, covid-19

UNDERSTANDING CUSTOMER LOYALTY IN INDONESIA QUICK SERVICE RESTAURANT INDUSTRY Juliana Juliana; Amelda Pramezwary; Dhana Calista Oktaviani; Felicia Tania E; Michelle A. Benly
Indonesian Marketing Journal Vol. 1, No. 2, September 2021
Publisher : Universitas Pelita Harapan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.19166/imj.v1i2.5104

In the restaurant industry, customer loyalty has become the most important strategic goal. The impact of service quality dimensions on customer loyalty is investigated using the SERVQUAL scale's dimensional structure in fast food restaurant service environments. Pizza Hut is a well-known fast-food chain that appeals to people of all ages, from children to the elderly. Pizza Hut has locations throughout the city as well as internationally. Each branch's level of service is unquestionably different. Pizza Hut Indonesia will be the subject of this study. A sample of 100 respondents is used to create and test research hypotheses. Quantitative research is the form of research that we used in this study. A questionnaire was used to collect data from everyone who has ever visited Pizza Hut Indonesia. PLS-SEM was utilized to perform the data analysis. According to the data, total consumer loyalty is 44,8 percent. As a consequence of this research, consumer loyalty at Pizza Hut Indonesia is substantially influenced by service quality.

Shopping Tourism Development Through Top Five Products in Yogyakarta City, Indonesia Ani Wijayanti; Amelda Pramezwary; Emmita Devi Hari Putri; Atun Yulianto; R. Jati Nurcahyo; Erlangga Brahmanto
E-Journal of Tourism Volume 8 Number 1 (March 2021)
Publisher : Centre of Excellence in Tourism Udayana University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24922/eot.v8i1.67018

Yogyakarta is a city tourism that has no natural tourism potential. Shopping tourism can become an alternative strategy to increase the expenditure and length of tourists stay in Yogyakarta. The research is a qualitative research. The research aims to examine shopping tourism products in Yogyakarta. The research attempts to identify top five products as the main magnetism of shopping tourism in Yogyakarta. Data analysis is conducted through reduction techniques. The research obtained top five culinary products, they are Gudeg, Bakpia, Bakmi Jawa, Kopi Joss, and Kipo, while the top five souvenir products are Batik, Silver, Dagadu, Wayang, and Miniature.

Understanding the Determinants of Hotel Consumer Trust : A Perspective Commitment-Trust Theory Juliana Juliana; Amelda Pramezwary; Veren Patricia; Josephine Josephine; Silvia Lewinsky; Hans Dhammika Putra
International Journal of Social and Management Studies Vol. 2 No. 2 (2021): April 2021
Publisher : IJOSMAS

Hospitality services are significantly affected by the pandemic, inseparable from Bali's province, known as the highest contributor of tourism revenue in the affected country of Indonesia, where the occupancy rate of hotels in Bali is also decreasing. This investigation will analyze the impact of services, Communication reduction on Bali hotels' occupancy during the Covid-19 outbreak. The research objective is to develop a conceptual model of consumer trust by implementing health protocol services and setting low prices. The research method used is descriptive quantitative with questionnaire instruments that have been disseminated, then each answer is processed and analyzed with a statistical application, namely PLS-SEM. Determination of the sample using non-probability sampling with 100 respondents. The findings also show that the influence on services, especially in the current health protocol, becomes significant in the hospitality service industry. The low Communications also directly affect tourists to choose hotels in the middle of a pandemic like this. Keywords: Health protocol services, communication,, consumer trust

Using Contribution of Menu Engineering in Upscale Restaurants to Enhance Sales Volume Juliana Juliana; Amelda Pramezwary; Novia A Nukak; Jimmy Muller Hasoloan Situmorang
International Journal of Social and Management Studies Vol. 2 No. 4 (2021): Agustus 2021
Publisher : IJOSMAS

Few menu analysis techniques have been embraced so readily and institutionalized as quickly as menu engineering. Hotel Istana Nelayan is a 3-star hotel located in Tangerang City, Banten. Hotel Istana Nelayan has a restaurant with various menu variants on the ala carte menu of Krakatau Resto and Coffee Shop. This research aims to review the application of menu engineering analysis in increasing sales volume at the Istana Nelayan Hotel. The research method uses a qualitative approach using descriptive analysis with the menu engineering analysis method. This analysis uses the popularity index and contribution margin method. The study showed that the ala carte menu has four classifications: scilicet 8 Star, 5 Plowhorse, 4 Puzzle, and 2 Dog. Therefore, more detailed performance data has been provided regarding menu items. From the restaurant manager's perspective, this means that the analysis results can be served both short and long-term business goals. Keywords — Istana Nelayan Hotel, Engieering Menu, Sales Volume

DESAIN PERENCANAAN STRATEGI PENGEMBANGAN POTENSI WISATA KULINER DAN BELANJA KOTA BANDUNG Amelda Pramezwary; Juliana Juliana; Ira Brunchilda Hubner
Jurnal Pariwisata Vol 8, No 1 (2021): Jurnal Pariwisata
Publisher : LPPM Universitas Bina Sarana Informatika

ABSTRAKKota Bandung merupakan kota Metropolitan terbesar di Jawa Barat dan juga merupakan ibu kota provinsi, serta pernah menjadi tempat terlaksananya Konferensi Asia Afrika 1955. Kota Bandung dengan segala potensi sumber daya yang dimilikinya dikenal akan wisata alam dan budayanya. Namun dengan perkembangan yang ada beberapa tahun terakhir ini, Bandung mulai dikenal juga melalui potensi wisata kuliner dan belanja yang dimilikinya. Bahkan Kementrian Pariwisata telah menetapkan Bandung sebagai salah satu destinasi unggulan wisata kuliner dan belanja di Indonesia. Namun demikian, masih ada beberapa masalah yang dihadapi seperti belum terintegrasinya kawasan-kawasan wisata belanja dan kuliner yang menyebabkan pengembangan belum optimal, kurangnya ketersediaan fasilitas transportasi, lahan parkir, dukungan promosi dan kerjasama antar pemangku kepentingan. Penelitian ini berupaya untuk mengidentifikasi potensi dan tantangan wisata kuliner dan wisata belanja dengan menggunakan metoda kualitatif deskriptif. Pengumpulan data akan dilakukan melalui focus group discussion terhadap stakeholder pariwisata di Kota Bandung. Hasil dari penelitian ini adalah penyusunan strategi pengembangan wisata kuliner dan belanja kota Bandung.Kata Kunci : destinasi, perencanaan strategi, wisata kuliner dan belanja ABSTRACT Bandung is the largest Metropolitan city in West Java and is also the capital of the province, and was the venue for the 1955 Asian-African Conference. The city of Bandung with all its potential resources is known for its natural and cultural tourism. However, with the developments that have occurred in the last few years, Bandung has also begun to be recognized by its culinary and shopping potential. Even the Ministry of Tourism has designated Bandung as one of the leading destinations for culinary tourism and shopping in Indonesia. However, there are still a number of problems faced, such as not yet integrated shopping and culinary tourism areas which have resulted in not optimal development, lack of availability of transportation facilities, parking lots, promotional support and cooperation between stakeholders. This study seeks to identify the potential and challenges of culinary tourism and shopping tourism by using a qualitative descriptive method. Data collection will be carried out through focus group discussions on tourism stakeholders in the city of Bandung. The results of this study are the formulation of a strategy for the development of culinary tourism and shopping in the city of Bandung. Keywords: culinary and shopping tourism, destination, strategic planning

PENGARUH IDENTITAS BRAND DAN STRATEGI PENJUALAN BURGER KING TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN Amelda Pramezwary; Juliana Juliana; Billy Eagan; Feidora Jovanca Putri; Steven Setiadi
Cakrawala - Jurnal Humaniora Vol 21, No 1 (2021): Maret 2021
Publisher : Universitas Bina Sarana Informatika

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31294/jc.v21i1.9540

Abstract - The pandemic period in 2020 has had a major impact on various sectors. no exception to the business sector that is growing rapidly such as the fast food business. This rapid development shows the growing intensity of competition in the fast food business. such as Burger King, AW, McDonald's, KFC, and so on. because of this, business owners must pay more attention to the desires of consumers who are diverse, change fast, and of course have different satisfaction values. The purpose of this study was to determine the effect of the Burger King brand identity and sales strategy on consumer purchasing decisions during the Covid 19 pandemic. The sample consisted of 105 respondents who had answered a questionnaire about the Burger King brand and the marketing strategy undertaken by Burger King. The samples that have been received are then analyzed for their answers, starting with descriptive analysis, basic statistics, and regression. After this analysis, the results obtained in the form of burger king brand identity have a significant effect, and the burger king sales strategy also has a significant effect. This shows that consumer purchasing decisions are influenced by brand identity and strategy.Keywords: Brand Identity, Sales Strategy, Consumer Purchasing Decisions

Antecedents Sensory Appeal And Consequences It Recommend Intention, Revisit Intention, Willingness To Buy Culinary Product Juliana Juliana; Amelda Pramezwary; Arifin Djakasaputra; Jimmy Muller Hasoloan Situmorang; Nova Bernedeta Sitorus; Fachrurazi Fachrurazi
Budapest International Research and Critics Institute-Journal (BIRCI-Journal) Vol 5, No 2 (2022): Budapest International Research and Critics Institute May
Publisher : Budapest International Research and Critics University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33258/birci.v5i2.4695

The goal of this study was to see if Cultural Experience, Excitement, Health Concern, and Sensory Appeal had an effect on Recommendation Intention, Recurrence Intention, and Willingness to Buy Culinary Product. This study's population consists of tourism tourists who visit Medan City's culinary tourism. This study's sample size was 200 people. This is a quantitative study using a survey method. In this study, a questionnaire was used to collect data. Domestic tourists who visited Medan City culinary tourism were distributed online questionnaires to respondents using a Non Probability Sampling approach using purposive sampling with the criteria that tourists had visited Medan City culinary tourism once a year. PLS-SEM is used to analyze data. The findings revealed that Cultural Experience, Excitement, and Health Concern variables had a positive influence on Sensory Appeal, and Sensory Appeal variables had a positive influence on Recommend Intention, Revisitation Intention, and Willingness to Buy Culinary Product.

Co-Authors AGUS PURWANTO Agus Purwanto Alicia Alicia Angelia Widhy Angelina Stephanie Ani Wijayanti Atun Yulianto Billy Eagan Calen Calen Catherine Ardelia Tan Catherine Catherine Charles Yap Cheryl Jocelyn Christine Junus Cicilia Angelisca Daria Daria Deandra Ashtyn Pakasi Demson R H Goeltom Dhana Calista Oktaviani Diena M.Lemy Diena Mutiara Lemy Djakasaputra, Arifin Elvina Rosalie Emmita Devi Hari Putri Erlangga Brahmanto Evelyn Wijaya Fachrurazi Feidora Jovanca Putri Felicia Tania E Fenny Fenny Gloria Caroline Patras Gunawan Prabowo Hans Dhammika Putra Hermawan Dwitama Hubner, Ira B. Indah Sentia Indra, Febryola Jeremia Devananda Jeremy Setiawan Jessica Novia Widjaja Jessica Virgiana Wijaya Jimmy Muller Hasoloan Situmorang Jonathan F Pujangga Josephine Josephine Julia Dewi Juliana Juliana Juliana Juliana, Juliana July Hidayat Keisha Aurelia Rianto Keke Melinda Kharis Dwi Nugraha Madeline Madeline Margaret Intan Michelle A. Benly Michelle Michelle Nadia Cheryl Effendy Nadya Valerie Nova Bernedeta Sitorus Nova Bernedeta Sitorus Novia A Nukak Pramono, Rudy Princeska Marsha Setiabudi Putri Esthi Palupi R. Jati Nurcahyo Rabeka Putri Radella Terfinia Reza Adjah Rhoswenlin Rhoswenlin Rocky Nagoya Rosianna Sianipaar Rosianna Sianipar Sabrina O Sihombing Sacca Nindya Avalokita Samuel Musa Liha Sandra Maleachi Sandra Maleachi Satria Agus Setiawan Budi Bhakti Sheily Triratnasari Tanzil Silvia Lewinsky Sim Wen Ching Situmorang, Jimmy Muller Hasoloan Steven Setiadi Sylena Teresia Andrian Tasha Gracia Haslin Teresa Avilla Valentine Saputra Theresia Chandra Valencia Valencia Vasco Adato H Goeltom Venty Ventyani Vera Angelina Veren Patricia Vicka Putridita Vinka P Viensa Vriandi Hapsara Wilhelmina Rosse Marisca Gajeng Wisnuadji Wibowo Wahyuhadi Putro Wowor, Wulan Meiaya Yulius, Kevin Gustian

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