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All Journal Enrichment : Journal of Management International Journal of Economics, Business and Innovation Research
Ihsan Effendi
Universitas Medan Area, Indonesia
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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The influence of brand image and digital marketing on the decisions to visit tourists to improve the community's economy in Sayum Sabah Sekar Chalifah Segara; Ihsan Effendi; Adelina Lubis
Enrichment : Journal of Management Vol. 13 No. 2 (2023): June: Management Science And Field
Publisher : Institute of Computer Science (IOCS)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35335/enrichment.v13i2.1505

Abstract

This study aimed to determine the effect of Brand Image and Digital Marketing on the decision to visit tourists to improve the economy of the people in Sayum, Sabah. Sayum Sabah village is one of the Sibolangit sub-district villages with beautiful natural scenery and abundant agricultural produce. However, Sayum Sabah village is the poorest village in the Sibolangit area, requiring special attention from various parties to maximize its natural potential in order to improve the welfare of the village population. The sample in this study was 98 tourist visitors. Multiple linear regression and hypothesis testing are the analytical methods used. The results of the study show that brand image has a significant effect on visiting decisions. Digital Marketing influences the decision to visit tourists to improve the people's economy in Sayum, Sabah. Branding is one way that can be used to form an image or uniqueness of a destination to maintain the sustainability of a tourist village through a marketing system. They are branding a function as a differentiator or comparison between brands or products. These results illustrate that Digital Marketing is a determinant of increasing Visit Decisions.
Building Identity: Agrotourism Brand Building Strategy in Sayum Village, Sabah Sekar Chalifah Segara; Ihsan Effendi; Adelina Lubis
International Journal of Economics, Business and Innovation Research Vol. 3 No. 01 (2024): January, International Journal of Economics, Business and Innovation Research
Publisher : Cita konsultindo

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Abstract

Sayum Saba Village is one of the villages in Sibolangit District which has beautiful views and a clear river. However, the natural beauty of Sayum Saba has not been well exposed so it is not widely visited by tourists. This is very unfortunate considering that the village has natural beauty and unique culture so that it can actually become a favorite tourist destination in North Sumatra. The urgency of this research is that an appropriate marketing strategy model (brand building) is needed to increase the number of visits to Sayum Saba village agrotourism. The aim of this research is to create an appropriate marketing adaptation model for the development of agrotourism in Sayum Sabah village. Data collection includes primary and secondary data. Data was collected using literature studies, observations, interviews, and Focus Group Discussions. Data was analyzed using SWOT analysis.
Co-Authors Adelina Lubis Sekar Chalifah Segara