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All Journal JURNAL LENTERA BISNIS Jurnal Relawan dan Pengabdian Masyarakat REDI
Eko Prabowo
Politeknik Multimedia Nusantara
Arts Humanities Economics, Econometrics & Finance Education Electrical & Electronics Engineering Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences

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MARKETING MIX DAN CITRA PERUSAHAAN MEMPENGARUHI LOYALITAS PELANGGAN Yuli Setiawati; Eko Prabowo
JURNAL LENTERA BISNIS Vol 12, No 1 (2023): JURNAL LENTERA BISNIS, Januari 2023
Publisher : POLITEKNIK LP3I JAKARTA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34127/jrlab.v12i1.691

Abstract

Customer loyalty is one of the things that are of concern to the company. This research was to analyze the influence of the marketing mix (marketing mix) and corporate image and whether simultaneously it can affect customer loyalty at the IFRA exhibition. The research methodology uses a quantitative approach using statistical calculation models and sampling techniques for 100 respondents to IFRA exhibitors. Testing the instrument results of the questionnaire was carried out by first carrying out validity and reliability tests by taking into account the Cronbach alpha provisions of> 0.70 by paying attention to the test results of correlation and multiple linear regression. Data analysis was assisted by the SPSS application using descriptive statistical test methods and hypothesis testing. The research results showed that there was a positive and significant influence on the marketing mix and corporate image variables on customer loyalty at the IFRA exhibition with contributions of 0.082 and 0.285 and simultaneously 76.1%.Keywords: Corporate Image; Customer Loyalty; Marketing Mix
Penyuluhan dan Sosialisasi Pemanfaatan Kecerdasan Buatan dalam Kegiatan MICE dan Special Event pada Mahasiswa Pascasarjana Program Studi Pariwisata Universitas Pelita Harapan Eko Prabowo; Kurniawan Gilang Widagdyo
Jurnal Relawan dan Pengabdian Masyarakat REDI Vol. 1 No. 1 (2023): Agustus
Publisher : Yayasan REDI Tiga Monas

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.69773/k0qxhd32

Abstract

As part of community service acitivity, the introduction and implementation of Artificial Intelligence (AI) in special events and the MICE (Meeting, Incentive, Convention, and Exhibition) industry have become important themes that can provide direct benefits to the community and the industry, particularly students as intellectual individuals. This activity takes the form of a presentation to postgraduate tourism students at Universitas Pelita Harapan, with the aim of providing in-depth insights to students and participants from event practitioner circles about how the application of AI technology in special events and the MICE industry can advance the industry and provide a better experience for participants. In this activity, the fundamental concepts of AI are elucidated to provide a strong understanding of the potential of this technology in aiding intelligent decision-making based on data. The use of AI technology in analyzing participant data in events enables the identification of trends and preferences, while personalizing participant experiences through content recommendations enhances interaction and engagement. The benefits of AI implementation in the MICE and events industry are outlined through improved operational efficiency, enhanced participant experiences, and the potential for innovation in event organization. This activity also acknowledges potential challenges, such as ethical considerations and data privacy and offers practical guidance on the implementation of AI in events and the MICE industry, providing participants with insights into initial steps that can be taken to adopt this technology. Through this approach, it is hoped that participants can form a better understanding of the benefits of AI, support industry development, and provide an improved experience for participants.
Co-Authors Kurniawan Gilang Widagdyo, Kurniawan Gilang Yuli Setiawati