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All Journal Jurnal Manajemen Dayasaing Khasanah Ilmu - Jurnal Pariwisata Dan Budaya CAPITAL: JURNAL EKONOMI DAN MANAJEMEN International Journal of Economics, Business and Accounting Research (IJEBAR) ASSET: Jurnal Manajemen dan Bisnis Jurnal Pariwisata, Bisnis Digital dan Manajemen
Chriswardana Bayu Dewa
Universitas Bina Sarana Informatika
Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Environmental Science Social Sciences Other

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ANALISIS KEPUASAN PELANGGAN AGEN PERJALANAN ONLINE (OTA) APLIKASI MOBILE DI YOGYAKARTA: PENDEKATAN KUANTITATIF Diah Pradiatiningtyas; Chriswardana Bayu Dewa; Lina Ayu Safitri
Jurnal Pariwisata Bisnis Digital dan Manajemen Vol. 4 No. 1 (2025): Jurnal Pariwisata, Bisnis Digital dan Manajemen Periode Mei 2025
Publisher : LPPM Universitas Nusa Mandiri

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33480/jasdim.v4i1.6680

Abstract

As a leading tourist destination, Yogyakarta has seen a significant increase in the number of visitors, which has also driven the use of digital platforms for accommodation needs. This study aims to analyze consumer satisfaction with the use of Online Travel Agent (OTA) applications for hotel reservations in Yogyakarta. The study employs a quantitative approach through a survey of 130 respondents who have made hotel reservations using OTAs such as Traveloka, Tiket.com, and Agoda. The data were analyzed using multiple linear regression with the aid of SPSS. The results indicate that the Price and Promotion variable has a significant influence on purchasing decisions, while other variables such as Service Quality, User Experience, and Security and Trust do not show significant partial effects. However, all variables collectively have a significant influence on purchasing decisions. These findings can serve as a reference for OTA application developers to enhance features related to pricing and cancellation policies in order to improve user satisfaction.
DIGITAL MARKETING STRATEGIES BASED ON LIVE STREAMING AND AI RECOMMENDATION IN ENHANCING CONSUMER TRUST IN CULINARY MSMEs Diah Pradiatiningtyas; Lina Ayu Safitri; Chriswardana Bayu Dewa
International Journal of Economics, Business and Accounting Research (IJEBAR) Vol 10 No 2 (2026): IJEBAR: Vol. 10, Issue 2, June 2026
Publisher : LPPM ITB AAS INDONESIA (d.h STIE AAS Surakarta)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/ijebar.v10i2.20175

Abstract

The development of digital marketing has encouraged Micro, Small, and Medium Enterprises (MSMEs) to utilize social media, live streaming, and Artificial Intelligence (AI) technologies to improve consumer interaction. Previous studies have primarily focused on the quantitative effectiveness of promotional activities, while in-depth investigations concerning consumer experiences and customer trust toward the combination of live streaming and AI recommendation systems remain limited. This study aims to analyze how digitalmarketing strategies based on live streaming and AI recommendations shape consumer trust, particularly in culinary MSMEs. This research employed a qualitative case study approach. Data were collected through in-depth interviews, social media observations, and digital documentation. Informants consisted of culinary MSME owners, social media administrators, and activeconsumers using TikTok Shop and Instagram Live. Data were analyzed using the Miles and Huberman model, including data reduction, data display, and conclusion drawing. The findings reveal that real-time interactions during live streaming enhance consumers’ emotional closeness, while AI recommendations support promotional personalization and increase purchase interest. The noveltyof this study lies in the integration of live-streaming marketing and AI recommendation systems as a strategy for building customer trust in local culinary MSMEs.
Co-Authors Diah Pradiatiningtyas Lina Ayu Safitri Wisnu Hadi