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All Journal Jurnal Master Pariwisata (JUMPA) Journey : Journal of Tourismpreneurship, Culinary, Hospitality, Convention and Event Management Jurnal Ilmiah Hospitality Management Suluh Pendidikan: Jurnal Ilmu-ilmu Pendidikan BINA CIPTA INSPIRE : Journal of Culinary, Hospitality, Digital & Creative Arts and Event
Ni Ketut Veri Kusumaningrum
Politeknik Internasional Bali
Arts Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Social Sciences Other

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Digital Marketing Strategies To Increase Sales (Case Study: Warung Wikko In Bangka Belitung) Alycia Cindy Milano; Ni Ketut Veri Kusumaningrum; I Gusti Ayu Ari Agustini
Journey : Journal of Tourismpreneurship, Culinary, Hospitality, Convention and Event Management Vol. 8 No. 2 (2025): Journey : Journal of Tourismpreneurship, Culinary, Hospitality, Convention and
Publisher : Politeknik Internasional Bali

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46837/journey.v8i2.284

Abstract

This study aims to analyse the digital marketing strategies implemented by Warung Wikko, a local culinary business in Pangkal Pinang, Bangka, in an effort to increase sales and maintain its existence amid increasingly competitive business competition. This study was motivated by a decline in sales turnover and limited use of digital media in promotional activities. This study uses a descriptive qualitative approach with data collection techniques in the form of interviews, observations, documentation, and distribution of questionnaires to active consumers of Warung Wikko. The theory used in this study is the AIDA (Attention, Interest, Desire, Action) model to analyse the effectiveness of digital strategies in influencing consumer purchasing decisions. The results show that Warung Wikko's digital marketing strategy has succeeded in attracting consumer attention and interest through social media, particularly Instagram and WhatsApp. However, the lack of content variety, consistency in posting, and calls to action has resulted in suboptimal desire and purchasing behaviour. This study recommends strengthening promotional content, optimising the use of digital features, and collaborating to increase market reach. A well-planned and sustainable digital strategy is expected to significantly boost Warung Wikko's sales.
Analysis Of The Popularity Of Dubai Chocolate Among Generation Z In Ciracas, East Jakarta Claudya Chrisli; Ni Ketut Veri Kusumaningrum; Ni Nyoman Widani
Journey : Journal of Tourismpreneurship, Culinary, Hospitality, Convention and Event Management Vol. 8 No. 2 (2025): Journey : Journal of Tourismpreneurship, Culinary, Hospitality, Convention and
Publisher : Politeknik Internasional Bali

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46837/journey.v8i2.285

Abstract

This research explores the growing popularity of Dubai Chocolate among Generation Z in Ciracas, East Jakarta, driven by social media trends and influencer marketing. Dubai Chocolate, known for its premium taste featuring the pistachio and knafeh fillings, has become a viral sensation, especially on social media platforms such as TikTok and Instagram. This study employs a descriptive qualitative method, utilizing likert-scale questionnaires and in-depth interviews with both consumers and local business owners involved in selling the product. The AIDA model comprising Attention, Interest, Desire, and Action is used as the analytical framework to understand consumer behavior and the factors influencing purchasing decisions. The results show that social media virality, aesthetic packaging, exclusivity, and positive reviews from food influencers significantly contribute to consumer interest and brand recognition. Moreover, the hype around Dubai Chocolate has influenced local culinary trends, encouraging small food businesses to create innovative dessert products inspired by the original. The research provides insight into how food trends can shape market behavior and offers valuable references for culinary entrepreneurs and marketers targeting Gen Z consumers.
Co-Authors Alycia Cindy Milano Claudya Chrisli Dinar Sukma Pramesti Elsita Lisnawati Guntar Fanesia Dapawole Febe Hutabarat Guntar, Elsita Lisnawati Hansen Budi Gunawan I Gusti Ayu Ari Agustini Muhammad Dedad Bisaraguna Akastangga Ni Nyoman Widani Nicole Eleanore Lee Owen Pratama Putu Bhagam Darmananda Bodhisattva Rimalinda Lukitasari Sandy Dwiputra Yubianto Tanius, Billy