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Analysis of Marketing Strategies in Overcoming Visitor Decline Gramedia Solo Due to Online Books Sativa Isach; Wijiastuti, Sri; Darmaningrum, Kurniawati
Journal of Social Knowledge Education (JSKE) Vol. 6 No. 2 (2025): May
Publisher : Cahaya Ilmu Cendekia Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37251/jske.v6i2.1488

Purpose of the study: This study aims to analyze effective marketing strategies in increasing sales at Gramedia Bookstore in Solo City amid the increasing popularity of e-commerce platforms and ease of access to online book purchases which have changed consumer behavior and resulted in a decrease in visits to physical bookstores. Methodology: This study uses a quantitative method by collecting data through a questionnaire distributed to 100 respondents who are or have visited the Gramedia Slamet Riyadi Solo Bookstore. Data analysis was performed using multiple linear regression with the help of SPSS software version 30. Main Findings: Brand Experience, store atmosphere, and service quality have a significant effect on revisit intention to Gramedia Bookstore in Solo City. Brand Experience has a t-value of 2.141 (sig. 0.035), store atmosphere of 3.879 (sig. <0.001), and service quality of 2.308 (sig. 0.023). Simultaneously, this variable had a significant effect with an F value of 19.569 (sig. <0.001) and an Adjusted R² of 0.360. Novelty/Originality of this study: This study provides insight into the importance of strategies based on brand experience, store atmosphere, and service quality in increasing customer revisit intent to physical bookstores in the digital era. These findings can serve as a reference for the book retail industry in facing the challenges of competition with e-commerce platforms.

The Impact of Solo Safari’s Rebranding on Public Perception and the Sustainability of Conservation-Based Tourism Wijiastuti, Sri; Darmaningrum, Kurniawati; Aryani, Novita; Isaach, Sativa
Journal of Social Knowledge Education (JSKE) Vol. 6 No. 4 (2025): November
Publisher : Cahaya Ilmu Cendekia Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37251/jske.v6i4.1962

Purpose of the study: This study aims to examine the impact of Solo Safari’s rebranding on public perception, marketing effectiveness, and local community involvement in sustainable conservation tourism. Methodology: A qualitative case study method was used. Data collection tools included semi-structured interviews, observation, and document review. Analysis was conducted using thematic analysis with support from NVivo 12 software. Data were sourced from visitors, community members, and management. Main Findings: The study found that 83% of visitors positively perceived the rebranding. Instagram followers increased by 72%, and community involvement rose to 60%. Public perception, marketing performance, and local economic benefits significantly improved post-rebranding. The rebranding enhanced brand equity, visitor satisfaction, and community pride. Novelty/Originality of this study: This study integrates brand equity theory with community-based tourism in a local conservation context to examine how destination rebranding affects both marketing performance and social sustainability. Using a mixed-methods approach that combines visitor surveys and stakeholder interviews, the research finds that Solo Safari’s rebranding has significantly improved its brand image, visitor engagement, and perceived conservation value. A key novelty of this study lies in its dual focus—demonstrating, for the first time in the local context, how rebranding can serve as a strategic bridge between market-oriented goals and inclusive community participation, thereby advancing both destination competitiveness and conservation-driven social sustainability.

Analysis of Marketing Strategies in Overcoming Visitor Decline Gramedia Solo Due to Online Books Sativa Isach; Wijiastuti, Sri; Darmaningrum, Kurniawati
Journal of Social Knowledge Education (JSKE) Vol. 6 No. 2 (2025): May
Publisher : Cahaya Ilmu Cendekia Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37251/jske.v6i2.1488

Purpose of the study: This study aims to analyze effective marketing strategies in increasing sales at Gramedia Bookstore in Solo City amid the increasing popularity of e-commerce platforms and ease of access to online book purchases which have changed consumer behavior and resulted in a decrease in visits to physical bookstores. Methodology: This study uses a quantitative method by collecting data through a questionnaire distributed to 100 respondents who are or have visited the Gramedia Slamet Riyadi Solo Bookstore. Data analysis was performed using multiple linear regression with the help of SPSS software version 30. Main Findings: Brand Experience, store atmosphere, and service quality have a significant effect on revisit intention to Gramedia Bookstore in Solo City. Brand Experience has a t-value of 2.141 (sig. 0.035), store atmosphere of 3.879 (sig. <0.001), and service quality of 2.308 (sig. 0.023). Simultaneously, this variable had a significant effect with an F value of 19.569 (sig. <0.001) and an Adjusted R² of 0.360. Novelty/Originality of this study: This study provides insight into the importance of strategies based on brand experience, store atmosphere, and service quality in increasing customer revisit intent to physical bookstores in the digital era. These findings can serve as a reference for the book retail industry in facing the challenges of competition with e-commerce platforms.

The Impact of Solo Safari’s Rebranding on Public Perception and the Sustainability of Conservation-Based Tourism Wijiastuti, Sri; Darmaningrum, Kurniawati; Aryani, Novita; Isaach, Sativa
Journal of Social Knowledge Education (JSKE) Vol. 6 No. 4 (2025): November
Publisher : Cahaya Ilmu Cendekia Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37251/jske.v6i4.1962

Purpose of the study: This study aims to examine the impact of Solo Safari’s rebranding on public perception, marketing effectiveness, and local community involvement in sustainable conservation tourism. Methodology: A qualitative case study method was used. Data collection tools included semi-structured interviews, observation, and document review. Analysis was conducted using thematic analysis with support from NVivo 12 software. Data were sourced from visitors, community members, and management. Main Findings: The study found that 83% of visitors positively perceived the rebranding. Instagram followers increased by 72%, and community involvement rose to 60%. Public perception, marketing performance, and local economic benefits significantly improved post-rebranding. The rebranding enhanced brand equity, visitor satisfaction, and community pride. Novelty/Originality of this study: This study integrates brand equity theory with community-based tourism in a local conservation context to examine how destination rebranding affects both marketing performance and social sustainability. Using a mixed-methods approach that combines visitor surveys and stakeholder interviews, the research finds that Solo Safari’s rebranding has significantly improved its brand image, visitor engagement, and perceived conservation value. A key novelty of this study lies in its dual focus—demonstrating, for the first time in the local context, how rebranding can serve as a strategic bridge between market-oriented goals and inclusive community participation, thereby advancing both destination competitiveness and conservation-driven social sustainability.

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