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All Journal Scientific Journal of Reflection : Economic, Accounting, Management and Business JMM UNRAM (Jurnal Magister Manajemen Universitas Mataram) Procuratio : Jurnal Ilmiah Manajemen Value: Jurnal Manajemen dan Akuntansi Journal Ilmiah Rinjani : Media Informasi Ilmiah Universitas Gunung Rinjani TheJournalish: Social and Government Target : Jurnal Manajemen Bisnis SOLID Jurnal Manajemen dan Organisasi Review (MANOR) Abdimas Awang Long: Jurnal Pengabdian dan Pemberdayaan Masyarakat AKADEMIK: Jurnal Mahasiswa Ekonomi & Bisnis Jurnal Pengabdian Masyarakat Bidang Sosial dan Humaniora Jurnal Pengabdian Pada Masyarakat Jurnal Ekonomika Manajemen Dan Bisnis Journal of Artificial Intelligence and Digital Business Jurnal Ilmu Sosial dan Humaniora Jurnal Ilmiah Pengabdian dan Inovasi Jurnal Aplikasi Perpajakan Darma Diksani: Jurnal Pengabdian Ilmu Pendidikan, Sosial, dan Humaniora ECONOMIST: Jurnal Ekonomi dan Bisnis JPMI Jurnal Pengabdian kepada Masyarakat IPTEKS International Journal of Research in Education (IJRE) J-CEKI Jurnal Pengabdian Pada Masyarakat IPTEKS
Baiq Nadia Nirwana
Universitas Bumigora
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Chemical Engineering, Chemistry & Bioengineering Chemistry Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Medicine & Pharmacology Social Sciences Other

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Pengaruh Promosi, Brand Ambasador, Dan Brand Image terhadap Minat Beli UMKM Bebek Bumbu Ijo Buk Fenny di Kota Mataram Wiraguna, Imelda Linda; Dethan, Stevany Hanalyna; Nirwana, Baiq Nadia; Jati, L. Jatmiko; Talidobel, Susilo
Jurnal Ekonomi Manajemen dan Bisnis (JEMB) Vol. 4 No. 2 (2025): Juli-Desember
Publisher : CV. ITTC INDONESIA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47233/jemb.v4i2.3503

Abstract

One of the MSMEs in the culinary field in the city of Mataram is Bebek Bumbu Ijo Buk Fenny which focuses on Indonesian cuisine, facing the challenge of continuing to maintain and increase consumer buying interest amid the many similar culinary choices. Bebek Bumbu Ijo Buk Fenny has used its brand ambassador to introduce its products to a wide audience. However, there are challenges in maintaining a consistent brand image. The purpose of this study was to determine and analyze the influence of promotion, brand ambassador, and brand image on the buying interest of MSME consumers Bebek Bumbu ijo Buk Fenny. This study uses a quantitative approach with SPSS data Analysis tool and the population in this study is not known so that it uses 100 respondents and data collection techniques using questionnaires in the form of google form. The results of this study that the variable promotion (X1) has a positive and significant effect on buying interest (Y). brand ambassador variable (X2) has a positive and significant effect on buying interest (Y). Brand image variable (X3) has a positive and significant effect on buying interest (Y). Simultaneous test results proved that the variable promotion (X1), brand ambassador (X2), and brand image (X3) simultaneously and significantly affect the variable buying interest(Y).
Integrating Tourism Marketing into ESP: Teachers’ Perspectives from a Vocational Education Context Widhi, Bidari Andaru; Nirwana, Baiq Nadia; Zamroni
International Journal of Research in Education Vol. 6 No. 1 (2026): Issued in January 2026
Publisher : LPPM Universitas PGRI Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26877/dj0kgx98

Abstract

This study examines teachers’ perceptions of integrating tourism marketing concepts into English for Specific Purposes (ESP) instruction at SMKN 1 Gerung, a vocational high school that offers a Tourism Destination major. As the tourism industry increasingly demands graduates with strong English proficiency and marketing communication skills, ESP programs are expected to provide learning experiences that reflect real professional practices. Teachers’ perceptions are crucial in this process because their beliefs, pedagogical knowledge, and instructional decisions directly influence the implementation and success of curriculum integration. Adopting a qualitative descriptive design, data were collected from 8 ESP teachers through semi-structured interviews, supported by document analysis and classroom observations to ensure methodological triangulation. Qualitative analysis revealed that teachers generally hold positive views toward integrating tourism marketing, as they believe it can improve students’ language proficiency, increase their motivation, and strengthen their ability to communicate effectively in workplace-related contexts. However, several challenges were identified, including limited availability of authentic and up-to-date teaching materials, insufficient professional development in tourism marketing, and weak collaboration between the school and tourism industry stakeholders. These challenges hinder teachers’ ability to design industry-relevant ESP lessons. The study highlights the need for curriculum updates, the development of authentic tourism marketing resources, and structured professional development programs. Overall, the findings offer important insights into improving curriculum design, teacher professional development and school-industry collaboration to enhance the quality, relevance, and industry alignment of ESP instruction in tourism-focused vocational education settings.
Co-Authors Aditia, Rifqi Afrizal, Dino Agus Hermanto Agustiadi, Roki Reza Agustiadi Aisyah Ramadani Alpiamsah, Restu Amalia Wardi, Putri Ambang Lestari, Ayu Anggriani, Rini Apriani, Lestari Ayu Areebah Subagyo Ari Yusika Paramida Arsana, I Made Mangku Aryan Agus Pratama Azmi, M. Rafif Baiq Dinda Puspita Ayu Baiq Dinna Widiyasti Baiq Dinna Widiyastii Baiq Sulis Eka Zahidah Chany, Chany Coniawati, Silviana Kholi Dewi, Ayu Putri Puspita Dwi Putra Buana Sakti Ega Dwi Putri Marswandi Ega Dwi Putri Marswandi Febria Nurmelia Marlina Febriyanti, Nadhila hadi, heri Hadi, Heri Sopian Hakiki, M. Indrawan Hendri, Dr. Wira Herman, Lalu Edy Hernawati Hernawati Ika Yuliana Izati, Hayatul Josman, Lady Faerrosa Junanda, Indri Amelia Layali Ihyani M. chothibul Umam Assa'ady, M. chothibul M. Chothibul Umam Assa’ady M. Indrawan Hakiki Maghfira Rizky Maulani Maghfira Rizky Maulani Maharani Putri, Alivia martanti, Lina Maulani, Maghfira Rizky Mohamad Yudisa Putrajip Muhamad Alam Setiawan Muhammad Fikri Nabila, Wanda Ningsih, Dewi Ayu Ratna Octavia Sassaki Putri, Djo Shelly Okta Ramadhan opan, opansatriamandala Putrajip, Mohamad Yudisa Putri Amalia Wardi Putri Amalia Wardi Rafles Rahmatar, Ana Restu Alpiansah Rifqi Aditia Rini Adriani Auliana Rionaldi Gigih Imam Pratama Rizki Iqbal Padjuani Saka Pawica Wiguna Saparudin Efendi Saputra, Sahdan Sari, Riana Stevany Hanalyna Dethan Sulhaini Sulhaini Susilo Talidobel Umam, M. Chothibul Wanda Nabila Wardi, Putri Wardi, Putri Amalia Wawansyah Widhi, Bidari Andaru Widia Febriana, Widia Widnyana, Ida Bagus Ari Wiguna, Saka Pawica Wira Hendri Wiraguna, Imelda Linda Wirahendri Yanti, Hana Putri Yulia Prayanti Yuliana, Ika Zahrah, Zahrah Zalmy, Nola Amelia Zamroni