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All Journal Jurnal Akademi Pariwisata Medan Jurnal Kepariwisataan Indonesia: Jurnal Penelitian dan Pengembangan Kepariwisataan Indonesia KEYNESIA : INTERNATIONAL JOURNAL OF ECONOMY AND BUSINESS Journal of Tourism, Hospitality and Travel Management (JTHTM)
Rusna Purnama
Sekolah Tinggi Pariwisata Bandung
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Social Sciences Other

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PENGARUH EXPERIENTIAL MARKETING TERHADAP LOYALITAS WISATAWAN PADA PUSAT KONSERVASI TUMBUHAN KEBUN RAYA BOGOR (PKTKRB) Wibowo, Sukarno; Purnama, Rusna
Jurnal Kepariwisataan Indonesia : Jurnal Penelitian dan Pengembangan Kepariwisataan Indonesia Vol 12 No 1 (2017): Jurnal Kepariwisataan Indonesia : Jurnal Penelitian dan Pengembangan Kepariwisat
Publisher : Ministry Of Tourism

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (419.902 KB)

Abstract

Experiential marketing is a form of marketing that can analyze consumers by using psychological models in analyzing their behavior. The creation of consumer experience through experiential marketing is expected to develop customer loyalty. This study aims to analyze experiential marketing, tourist loyalty, as well as the influence of experiential marketing on tourist loyalty. The method used is an explanatory survey to 100 tourists visiting the Bogor Botanical Gardens, with regression analysis. Findings indicate that in general, the experiential marketing belongs to ?very good? category. This can be seen from the aspects of sense, feel, think, act, relate, and people; which means that by visiting an attraction, consumers gain experience in terms of feelings, thoughts, actions, as well as social relationships. Tourist loyalty to Bogor Botanical Gardens belongs to ?fair? category. This can be seen from the repeat purchase, retention, and referalls aspects which clearly shows that consumers can revisit and repurchase the attraction. Experiential marketing has a positive and significant influence equal to 53.3% on the tourist loyalty. This research recommends that the management of Bogor Botanical Gardens improve their experiential marketing from various aspects, including sense, feel, thought, act, relate, and people.
PENGARUH EXPERIENTIAL MARKETING TERHADAP LOYALITAS WISATAWAN PADA PUSAT KONSERVASI TUMBUHAN KEBUN RAYA BOGOR (PKTKRB) Sukarno Wibowo; Rusna Purnama
Jurnal Kepariwisataan Indonesia: Jurnal Penelitian dan Pengembangan Kepariwisataan Indonesia Vol. 12 No. 1 (2017): June 2017
Publisher : Ministry of Tourism and Creative Economy/Tourism and Creative Economy Agency Republic of Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47608/jki.v12i12017.25-52

Abstract

Experiential marketing is a form of marketing that can analyze consumers by using psychological models in analyzing their behavior. The creation of consumer experience through experiential marketing is expected to develop customer loyalty. This study aims to analyze experiential marketing, tourist loyalty, as well as the influence of experiential marketing on tourist loyalty. The method used is an explanatory survey to 100 tourists visiting the Bogor Botanical Gardens, with regression analysis. Findings indicate that in general, the experiential marketing belongs to ‘very good’ category. This can be seen from the aspects of sense, feel, think, act, relate, and people; which means that by visiting an attraction, consumers gain experience in terms of feelings, thoughts, actions, as well as social relationships. Tourist loyalty to Bogor Botanical Gardens belongs to ‘fair’ category. This can be seen from the repeat purchase, retention, and referalls aspects which clearly shows that consumers can revisit and repurchase the attraction. Experiential marketing has a positive and significant influence equal to 53.3% on the tourist loyalty. This research recommends that the management of Bogor Botanical Gardens improve their experiential marketing from various aspects, including sense, feel, thought, act, relate, and people.
Analisis Strategi Marketing Mix Terhadap Peningkatan Jumlah Pengunjung Pada Kedai Kopi Ibrato Coffee Kabupaten Bandung Iskandar, Ridwan; Wibowo, Sukarno; Purnama, Rusna
Jurnal Akademi Pariwisata Medan Vol 13 No 1 (2025): Jurnal Akademi Pariwisata Medan
Publisher : Politeknik Pariwisata Medan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36983/japm.v13i1.730

Abstract

Marketing is an effort to maintain and keep a business growing and can help expand the business. This study aims to determine how to apply the 7P marketing mix to increase the number of visitors to the Coffee Shop called Ibrato Coffee, and to determine what factors are obstacles and supporters in its implementation. This study is a qualitative study with a description of the 7P variables in the marketing mix, namely product, price, place, promotion, people, process, physical evidence. This study uses interview data collection techniques, observation and documentation with purposive sampling techniques. The unit of analysis in this study consisted of 6 informants, consisting of the owner, employees and visitors of the Coffee Shop. The results of this study using interview analysis techniques, show that the marketing mix strategy applied at the Ibrato Coffee Shop to increase the number of visitors in the marketing process has been implemented well and effectively, and has good procedures in dealing with consumers. Consumers who visit are satisfied with the service provided
Business management strategies in the food industry from a tourism perspective Wibowo, Sukarno; Purnama, Rusna; Hidayat, Nova Maulidan; Riyani, Dewi; Avinda, Baby Bianca
Keynesia : International Journal of Economy and Business Vol. 4 No. 2 (2025): Keynesia: International Journal of Economics and Business
Publisher : ARKA INSTITUTE

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55904/keynesia.v4i2.1696

Abstract

This study aims to analyze, explore the Business Management Strategy of Culinary Business in Tourism in Cimuja Cimalaka, Sumedang Regency, West Java. This village has great potential for the development of culinary ecotourism. The research conducted is field research using qualitative research. Qualitative research uses observation and interviews in collecting data in the field, the data sources used are primary data and secondary data. The information in this study amounted to 33 people, namely 1 restaurant owner and 32 employees of Saung Teko Restaurant which includes 4 components, namely planning, organizing, actuating and controlling. Planning is done with Service to Customers who come to the Restaurant and serving food according to orders so as not to be excessive so that quality is maintained. Second, Organizing here is in the form of Employees providing services that have been received will be given guidance before working, such as being guided on how to serve well and serving consumer food will maintain its quality. Third, Actuating here is guiding each employee in carrying out each of their duties, starting from working on time. Fourth, Controlling is in the form of directly supervising employees and reprimanding them directly if there is a mistake made by employees. Business management strategies in accordance with tourism principles and effective marketing strategies are the key to successful tourism development.
Identification of Culinary Potential in Neglasari Village, Cisompet, Garut Irfansyah; Hidayat, Nova Maulidian; Purnama, Rusna; Resmi, Irma Citra; Nurizki, Reza
Journal of Tourism, Hospitality and Travel Management Vol. 1 No. 1 (2023)
Publisher : Integrasi Sains Media

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58229/jthtm.v1i1.11

Abstract

This study aimed to identify the natural resources from agriculture that could develop to be culinary tourism in Desa Neglasari, Kec. Cisompet, Kab. Garut. The study of documentation, field observations, and in-depth interviews are used in this research and analyzed by a qualitative descriptive analysis. Four excellent products can be processed into culinary products such as jackfruit, soursop, banana, and brown sugar. The fourth of an excellent product that can be processed into various foods and beverages with good taste, excellent shape, and a good texture of the culinary product. Based on this fact in Desa Neglasari, Kec. Cisompet, Kab. Garut potentially developed alternative tourism, which is a culinary tour. This is important because of not only the development of diversified tourism products but, at the same time, grow the creative economy among members of society. To realize the need for special attention of local government, tourism entrepreneurs, and communities (farmers).
Co-Authors Avinda, Baby Bianca Hidayat, Nova Maulidan Irfansyah Irma Citra Resmi Nova Maulidian Hidayat Nurizki, Reza Ridwan Iskandar Riyani, Dewi Sukarno Wibowo