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Innovation in Bali Tourism Destination Marketing: Utilization of Digital Technology and Social Media in Bali, Focusing on Badung Regency Susanti, Putu Herny; Rahmawati, Rahmawati; Amir, Firlie Lanovia; Febianti, Febianti
IJCS: International Journal of Community Service Vol. 3 No. 1 (2024): January-June
Publisher : PT Inovasi Pratama Internasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55299/ijcs.v3i1.819

Abstract

Tourism in Indonesia, especially in Bali, has become a major economic pillar for the government and local communities. However, the rapid growth of the tourism industry also brings challenges, especially in facing increasingly fierce competition in the digital era. Innovation in tourism destination marketing is very important to attract tourist interest and maintain Bali's position as a leading destination. This article highlights the rapid changes in the tourism industry due to advances in digital technology and social media, with a focus on Badung Regency as the main tourism location in Bali. The use of social media as a promotional and marketing tool for tourist destinations, especially in Indonesia, is also an important highlight. The research results note significant growth in the use of social media in Indonesia, which can be used to boost the tourism sector. The digital tourism strategy was also highlighted as an effective effort to promote Indonesia's tourism potential through various platforms. Innovative breakthroughs in the tourism business in Bali, such as online booking, transportation applications, and experience-based tours, are also in the spotlight in the face of technological advances. This article aims to provide information and analyze how innovation in tourism destination marketing can be carried out in Badung Regency, Bali, through the use of digital technology and social media. Education and training of local stakeholders is considered important to increase their effectiveness in marketing and take advantage of existing opportunities. Through community service methods, this article emphasizes the importance of an integrated approach in the use of digital technology and social media. The research results show that marketing strategies via social media can increase the attractiveness of destinations, increase tourist engagement, and have a positive impact on the local economy.
TOURIST SATISFACTION WITH GASTRONOMIC TOUR PACKAGES IN BAKAS TOURISM VILLAGE Wijanarko, Nikolas Mert; Febianti, Febianti; Arcana, Komang Trisna Pratiwi
Jurnal Ilmiah Ilmu Terapan Universitas Jambi Vol. 7 No. 1 (2023): Volume 7, Nomor 1, June 2023
Publisher : LPPM Universitas Jambi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22437/jiituj.v7i1.26661

Abstract

This research is the first to evaluate tourist satisfaction with the Bakas Village gastronomic tour package, which is based on applied science in the field of economics. The research aims to explore how gastronomic tourism, which is the experience of local food and culture, can attract and satisfy tourists in Bakas Village, a rural area in Bali, Indonesia. Observation, interviews, documentation, and distributing questionnaires were used as data collection methods in this research. Qualitative and quantitative descriptive data analysis with a Likert scale was used as a data analysis method. In this research, it is known that gastronomic tourism meets this definition. Apart from that, tourists are also treated to other activities that are not listed in the tour packages sold, such as cooking classes, cultural performances, and farm visits. This research also shows that tourists who buy gastronomic packages from Bakas Village are satisfied with what they get. The novelty of this research is that it introduces a new concept of gastronomic tourism in Bakas Village, which is different from the conventional tourism in Bali that focuses on the natural and cultural attractions. The research also provides empirical evidence of the high level of tourist satisfaction with the gastronomic tour package, as measured by the indicators of service quality, food quality, and cultural authenticity. The research contributes to the literature on tourism and economics by highlighting the role of gastronomic tourism in enhancing the economic and social development of Bakas Village.
Optimalisasi Tata Kelola Desa Wisata Kedisan Kabupaten Gianyar Suprapto, Nyoman Arto; Pantiyasa, I Wayan; Febianti, Febianti
Jurnal Pengabdian Masyarakat Bangsa Vol. 2 No. 9 (2024): November
Publisher : Amirul Bangun Bangsa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59837/jpmba.v2i9.1653

Abstract

Desa Kedisan adalah salah satu desa di Kecamatan Tegallalang, Kabupaten Gianyar yang memiliki beragam potensi wisata meliputi view hamparan persawahan, air terjun, cagar budaya, nuansa pedesaan, karakter permukiman tradisional, dan aktifitas budaya. Pengembangan Desa Wisata Kedisan merupakan salah satu bentuk alternatif ekonomi bagi masyarakat pedesaan yang berbasis kegiatan pertanian dan pelesatarian alam. Program pengabdian masyarakat yang bermitra dengan Pokdarwis Desa Kedisan ini dilaksanakan untuk mendorong pengembangan berbagai potensi wisata yang ada menjadi produk wisata yang siap dinikmati oleh wisatawan. Permasalahan yang dihadapi mitra dalam pengembangan desa wisata yaitu lemahnya kapasitas SDM, terbatasnya anggaran, ketidak jelasan peran dan fungsi lembaga pengelola desa wisata, dan tidak adanya website dan sosial media untuk memasarkan peket/produk wisata. Solusi yang dilaksanakan melalui program pengabdian ini adalah 1) memberikan pelatihan pembuatan vidio profil desa wisata dan pembuatan website dan social media desa wisata, 2) pendampingan kepada mitra dalam rangka pembentukan sinergitas antar pemangku kepentingan, dan 3) pendampingan kepada mitra dalam pembentukan jejaring supra desa untuk optimalisasi branding desa wisata. Pelaksanaan pelatihan diikuti secara antusias oleh anggota Pokdarwis, perangkat desa, kepala wilayah (Kadus), perwakilan desa adat, dan staff Bumdes. Evaluasi hasil pelatihan menunjukan peserta pelatihana sudah mengalami peningkaatan pengetahuan dengan kemampuan membuat vidio prodil desa wisata dan website sederhana. Kegiatan pendampingan kepada mitra secara efektif menghasilkan jejaring yang lebih baik antara mitra dengan Dinas PMD Kabupaten Gianyar, Akademisi, dan LSM. Peningkatan jejaring ini secara tidak langsung berdampak pada peningkatan branding Desa Wisata Kedisan. Peningkatan ini khususnya terjadi karena semakin aktifnya peran berbagai stakeholder dalam memperkenalkan produk wisata yang ada di Desa Kedisan.
Pengaruh Instagram terhadap Keputusan Menginap Milenial di The Apurva Kempinski Bali Suryajaya, I Gede Octa; Febianti, Febianti; Rinayanthi, Ni Made
Jurnal Studi Perhotelan dan Pariwisata Vol. 2 No. 2 (2024): Maret
Publisher : Penerbit Goodwood

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35912/jspp.v2i2.3246

Abstract

Purpose: This study aims to determine the effect of social media on Instagram on the decision to stay. The population uses the millennial generation who decide to stay at The Apurva Kempinski Bali and read information on Instagram about The Apurva Kempinski Bali and a sample of 100 respondents. Research methodology: The data collection method used a questionnaire. The data analysis technique used validity test, reliability test, classical assumption test, multiple linear regression analysis, determination coefficient test, and t-test. From the results of the study, the results obtained were that social media had a significant effect on the decision to stay, it is expected to provide good service and provide complete facilities, so that later consumers will give a good assessment on The Apurva Kempinski Bali's Instagram.Results: The research shows that Instagram social media has a positive and significant influence on millennials' stay decisions at The Apurva Kempinski Bali. This is in line with previous findings which show that the use of Instagram can influence guests' preferences and attraction to stay at certain hotels. Attractive and interactive visual content on Instagram can increase millennials' interest and decision to stay.Conclusions: Instagram social media has a positive and significant influence on millennials’ decision to stay at The Apurva Kempinski Bali. Interesting and interactive visual content on Instagram can increase interest and decision to stay. An effective digital marketing strategy through platforms such as Instagram is essential to attract millennials.Limitations: This study is limited to one location, namely The Apurva Kempinski Bali, so the results may not be generalizable to other hotels with different characteristics.Contribution: This research makes an important contribution in strengthening the understanding of the strategic role of social media, particularly Instagram, in influencing millennials' stay decisions in the hospitality industry. The finding that engaging and interactive visual content can significantly increase interest and stay decisions shows that social media management is not only a promotional tool, but also a determining factor in shaping consumer preferences.Keywords: Decision to Stay, Social MediaHow to Cite: Suryajaya, I, G, O. Febianti, F. Rinayanthi, N, M. (2024). Pengaruh Media Sosial Instagram terhadap Keputusan Menginap Generasi Milenial di The Apurva Kempinski Bali. Jurnal Studi Perhotelan dan Pariwisata, 2(2), 107-113.
Pengaruh brand image dan iklan media sosial terhadap keputusan pembelian konsumen Trisnadewi, I Gusti Ayu Made Inten; Febianti, Febianti; Suarmana, I Wayan Restu
Jurnal Ilmiah Pariwisata dan Bisnis Vol. 1 No. 12 (2022): Jurnal Ilmiah Pariwisata dan Bisnis
Publisher : Institut Pariwisata dan Bisnis Internasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22334/paris.v1i12.266

Abstract

Mannaka merupakan salah satu coffee shop yang berada di Petitenget. Meningkatnya umkm di bidang yang sama yaitu coffee shop mengakibatkan ketatnya persaingan dan banyaknya pilihan brand bagi konsumen sehingga konsumen membandingkan brand image Mannaka dengan coffee shop lainnya dimana hal ini dapat merubah keputusan pembelian konsumen. Dalam menarik perhatian konsumen untuk meningkatkan keputusan pembelian kini banyak coffee shop melakukan iklan di media sosial dengan mengunggah foto produk maupun desain tempat coffee shop mereka. Berdasarkan hal tersebut penelitian ini bertujuan untuk menganalisis apakah brand image yang dimiliki oleh Mannaka dan juga iklan media sosial yang telah dilakukan mempengaruhi keputusan pembelian konsumen. Jenis penelitian yang digunakan adalah kuantitatif dengan metode pengumpulan data melalui penyebaran Kuisioner, Observasi, Wawancara dan Dokumentasi. Sampel yang digunakan berjumlah 40 orang konsumen yang secara kebetulan ditemui di Mannaka (accidental sampling). Teknik analisis data yang digunakan adalah regresi linier berganda dengan uji hipotesis menggunakan SPSS 23. Hasil penelitian ini menunjukkan bahwa secara simultan brand image (X1) dan iklan media sosial (X2)mempengaruhi keputusan pembelian (Y) dengan memperoleh nilai F hitung>F tabel meskipun secara parsial brand image tidak mempengaruhi keputusan pembelian secara parsial karena memperoleh nilai sig >0,05 namun iklan media sosial secara parsial mempengaruhi keputusan pembelian dengan memperoleh nilaisig ?0,05. Dengan nilai koefisien determinasi sebesar 0,425. Hal ini berarti bahwa variabel brand image (X1) dan iklan media sosial (X2) mempunyai kontribusi secara bersama-sama sebesar 42,5% terhadap variabel keputusan pembelian (Y) sedangkan sisanya sebesar 57,5% dipengaruhi oleh faktor lain yang tidak diteliti pada penelitian ini. Mannaka is a coffee shop located in Petitenget. Increasing umkm in the same field, namely the coffee shop, resulting in intense competition and many choices of brands for consumers so that consumers compare the brand image of Mannaka with other coffee shops where This can change consumer purchasing decisions. In attracting the attention of consumers to improve purchasing decisions, now many coffee shops do advertisements on social media with Upload photos of their products and designs for their coffee shop. Based on this research This aims to analyze whether the brand image owned by Mannaka and also media advertising social activities that have been carried out influence consumer purchasing decisions. The type of research used is quantitative with data collection methods through distribution of Questionnaires, Observations, Interviews and Documentation. The sample used amounted to 40 consumers who are met by chance in Mannaka (accidental sampling). Data analysis technique used is multiple linear regression with hypothesis testing using SPSS 23. The results of this study indicate that simultaneously brand image (X1) and social media advertising (X2) influences the purchase decision (Y) by obtaining an F count > F table even though it is partial brand image does not affect purchasing decisions partially because it obtains a sig value > 0.05 but social media advertising partially influences purchasing decisions by acquiring sig value ?0.05. With a coefficient of determination of 0.425. This means that the brand variable image (X1) and social media advertising (X2) have a joint contribution of 42.5% to the purchasing decision variable (Y) while the remaining 57.5% is influenced by other factors which were not examined in this study.
Strategi Pemasaran Untuk Meningkatkan Penjualan Pada Masa Pandemi Covid-19 di Restoran Happy Chappy Seminyak Cahyanti, Ni Komang Novitri; Febianti, Febianti; Suwintari, I Gusti Ayu Eka
Jurnal Ilmiah Pariwisata dan Bisnis Vol. 2 No. 3 (2023): Jurnal Ilmiah Pariwisata dan Bisnis
Publisher : Institut Pariwisata dan Bisnis Internasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22334/paris.v2i3.359

Abstract

Masuknya Pandemi Covid-19 di Indonesia pada tanggal 1 Maret 2020 memberikan dampak buruk bagi sektor pariwisata, beberapa dampak dari Covid-19 diantaranya adanya penurunan pemasukan dan banyak restoran yang mulai tutup. Oleh karena itu untuk dapat mempertahankan penjualan restoran dibutuhkannya strategi-strategi pemasaran yang tepat dan dapat di gunakan pada masa Pandemi Covid-19. Dalam Penelitian ini dilakukan di Restoran Happy Chappy Seminyak, bertujuan untuk mengetahui strategi alternatif yang dapat digunakan pada masa Pandemi Covid-19 sehingga restoran dapat memenuhi target penjualan. Dengan meneliti variabel STP (Segmenting, Targeting, Positioning) dan bauran pemasaran untuk mengetahui kondisi eksternal dan internal perusahaan. Tehnik pengumpulan data menggunakan metode wawancara, angket observasi dan dokumentasi. Tehnik analisis data menggunakan metode deskriptif kualitatif dengan tehnik analisis SWOT, IFAS dan EFAS, kuadran SWOT beserta Matriks SWOT. Hasil penelitian menggunakan tehnik analisis SWOT, didapatkan titik kordinat sumbu X (internal)= 3,34 dan sumbu Y (eksternal) =1,94 sehingga didapatkan bahwa posisi Restoran Happy Chappy Seminyak pada kuadran 1 (satu) yaitu mendukung strategi pertumbuhan agresif (Growth Oriented Strategy) yakini mempertimbangkan target pasar untuk wisatawan lokal mengingat dimasa Pandemi Covid-19 saat ini kunjungan WNA ke Bali sangatlah rendah. Berdasarkan matriks SWOT yaitu strategi SO (Strengths-Opportunites) Restoran Happy Chappy Seminyak dapat memperkuat pemasaran melalui digital marketing, memfokuskan promosi di sosial media, menambahkan promo-promo menarik dan tetap mengikuti protokol kesehatan CHSE (Cleanliness, Health, Safety, Environment). The entry of the covid-19 pandemic in indonesia on march 1 2020 had a negative impact on the tourism sector, some of the impacts of covid-19 included a decrease in income and many restaurants starting to close. Therefore, to be able to maintain restaurant sales, appropriate marketing strategies are needed and can be used during the covid-19 pandemic. In this research conducted at the happy chappy seminyak restaurant, it aims to find out alternative strategies that can be used during the covid-19 pandemic so that restaurants can meet sales targets. By examining the stp variables (segmenting, targeting, positioning) and the marketing mix to determine the company's external and internal conditions. Data collection techniques using interviews, observation questionnaires and documentation. Data analysis techniques used descriptive qualitative methods with swot, ifas and efas analysis techniques, the swot quadrants and the swot matrix. The results of the study using the swot analysis technique, obtained the coordinates of the x axis (internal) = 3.34 and the y axis (external) = 1.94 so it was found that the position of happy chappy seminyak restaurant is in quadrant 1 (one), which supports an aggressive growth strategy (growth oriented strategy) believes in considering the target market for local tourists, considering that during the current covid-19 pandemic, foreign visits to bali were very low. Based on the swot matrix, the happy chappy seminyak restaurant's so (strengths-opportunities) strategy can strengthen marketing through digital marketing, focus on promotions on social media, add attractive promos and adhere to the CHSE (cleanliness, health, safety, environment) health protocol.
Analisis Pemasaran Berbasis Media Sosial: Antecedents dan Consequences Brianna, Ni Kadek; M , Ni Wayan Rena; Febianti, Febianti
Jurnal Ilmiah Pariwisata dan Bisnis Vol. 2 No. 10 (2023): Jurnal Ilmiah Pariwisata dan Bisnis
Publisher : Institut Pariwisata dan Bisnis Internasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22334/paris.v2i10.583

Abstract

Bajra Bali Villa Seminyak merupakan salah satu villa yang mengalami penurunan occupancy selama pandemi COVID-19. Persaingan antar villa yang semakin ketat, serta keterbatasan biaya untuk melakukan kegiatan promosi seperti sales call menyebabkan kesulitan peningkatkan brand awareness pada Bajra Bali Villa Seminyak. Salah satu strategi yang tepat digunakan saat ini adalah melalui media sosial. Penelitian ini bertujuan untuk menganalisis antecendents dan consequences dari strategi pemasaran melalui media sosial dalam meningkatkan brand awareness terkait penggunaan 5 aspek pemasaran berbasis sosial media yakni Customer Engagement, Viral Marketing, Buzz Marketing, Peer Influence, dan Online Community. Metode penelitian yang digunakan adalah kualitatif deskriptif dengan teknik pengumpulan data yaitu, dokumentasi, wawancara, dan observasi. Berdasarkan penelitian yang dilakukan, dari kelima aspek media sosial tersebut terbukti dapat meningkatkan kesadaran merek Bajra Bali Villa Seminyak dari tingkat unaware of brand menjadi tingkat brand recognition. Penelitian ini menunjukkan bahwa penggunaan kelima aspek pemasaran melalui sosial media efektif dalam meningkatkan brand awareness dari Bajra Bali Villa Seminyak selama pandemi COVID-19. Dari kelima aspek strategi pemasaran tersebut Buzz Marketing memberikan dampak yang lebih kuat dibandingkan aspek lainnya. Bajra Bali Villa Seminyak is one of the villas that got occupancy decreased during the COVID-19 pandemic. The fierce competition between villas, as well as limited costs for carrying out promotional activities such as sales calls have made it difficult to increase brand awareness at Bajra Bali Villa Seminyak. One of the strategies that recently used is social media. This study aims to analyze antecendents and consequences from social media marketing strategies in increasing brand awareness related to the use of 5 aspects of marketing through social media, namely Customer Engagement, Viral Marketing, Buzz Marketing, Peer Influence, and Online Community. The research method used is descriptive qualitative with data collection techniques, namely, documentation, interviews, and observations. Based on the research, the five aspects of social media are proven to increase brand awareness of Bajra Bali Villa Seminyak from unaware of brand level to brand recognition level. This study shows that the use of the five aspects of marketing through social media is effective in increasing brand awareness of Bajra Bali Villa Seminyak during the COVID-19 pandemic. Among the five aspects of the marketing strategy, Buzz Marketing has a stronger impact than other aspects.
TOURIST’S PROFILE AND PERCEPTION TOWARDS ECOTOURISM PRODUCT IN AMBENGAN VILLAGE, SINGARAJA, BALI Arcana, Komang Trisna Pratiwi; Febianti, Febianti
Journal of Business on Hospitality and Tourism Vol. 4 No. 2 (2018): JOURNAL OF BUSINESS ON HOSPITALITY AND TOURISM
Publisher : Institut Pariwisata dan Bisnis Internasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22334/jbhost.v4i2.119

Abstract

The development of the tourism industry in the south of Bali tend to be uncontrolled and opened an opportunity for other development of alternative tourism destination in other regions of Bali such as Singaraja. One of destination with natural and cultural tourism attraction is Ambengan Village. In the increase of tourist demand, the community needs to do some innovations and development of tourism product. Furthermore, it requires to prioritize the existing market segmentation and reaching the other one. It necessary due to the existing product has some weaknesses compared to tourism product attributes. The objective of this research is to discover the tourist’s profile and their perception of ecotourism product in Ambengan Village with qualitative and quantitative method. To obtain the data, the research instruments used were questionnaire to 100 mixes of domestic and international tourist, interview guidelines to government, village chief, local community, and checklist observation. Majority of the tourist were satisfied with natural attraction been offered, informative local people, and safety atmosphere surrounding area. The local community has been aware of tourism potential in their village. They are in the state of euphoria level. However it wasn't completed with other supported attributes such as accommodation; restaurant; accessibility; route direction; moneychanger and souvenir shop. Government needs to allocate more budgets in supervising the community to develop tourism potential. The data obtained also assists them practically to create marketing strategy and guidance of ecotourism product in Ambengan Village.
The Influence Of Brand Awareness And E-Service Quality On Consumer Purchasing Decisions In Booking Hotel Rooms On Traveloka Oktavia, Ria; Budi, Agung Permana; Febianti, Febianti
Journal of Business on Hospitality and Tourism Vol. 4 No. 2 (2018): JOURNAL OF BUSINESS ON HOSPITALITY AND TOURISM
Publisher : Institut Pariwisata dan Bisnis Internasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22334/jbhost.v4i2.122

Abstract

This study was to determine the effect of brand awareness and e-service quality on consumer purchasing decisions in booking hotel rooms in traveloka. The subject of this study amounted to 100 random people who had booked a hotel room through the Traveloka website. The results of the questionnaire were analyzed using multiple linear regression to see the effect between variable brand awareness, e-service quality and purchasing decisions. The results of this study indicate that brand awareness and e-service quality have a significant effect of 67.1% on the variables of consumer purchasing decisions in hotel room bookings, on the traveloka website. The implication of this research is to see the contribution of the variables studied to be used as consumer decisions in making purchases on room sales services on the website, so marketing is important to know.
Co-Authors Amir, Firlie Lanovia Brianna, Ni Kadek Budi, Agung Permana Cahyanti, Ni Komang Novitri I Wayan Restu Suarmana, I Wayan Restu Komang Trisna Pratiwi Arcana M , Ni Wayan Rena Pantiyasa, I Wayan Rahmawati, Rahmawati Ria Oktavia Rinayanthi, Ni Made Suprapto, Nyoman Arto Suryajaya, I Gede Octa Susanti, Putu Herny Suwintari, I Gusti Ayu Eka Trisnadewi, I Gusti Ayu Made Inten Wijanarko, Nikolas Mert