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Adista Anjar Diany
Sekolah Tinggi Ilmu Ekonomi Pancasetia
Decision Sciences, Operations Research & Management

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The Impact Of The Jukung Hias Tanglong Festival On The Social - Economic Aspects And Community Cohesion In Banjarmasin, South Kalimantan Adista Anjar Diany
Maneggio Vol. 2 No. 2 (2025): Maneggio-Apr
Publisher : PT. Anagata Sembagi Education

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62872/03hk7d83

Abstract

Festivals are activities organized to celebrate important things in individuals or groups that are bound by custom, culture, tradition and religion in an area or environment. The Jukung Hias Tanglong Festival is organized by the South Kalimantan Provincial Government in celebration of the province's anniversary. The festival aims to showcase the beauty of the river and Banjar culture. The study seeks to contribute to presents the impact of Jukung Hias Tanglong on socio-economic and how festival in the region engenders to community cohesion. A quantitative survey utilizing convenience technique was used to gather data from a sample of 160 residents. The sampling for this study was all residents who lived and participated in the festival, aged 18 years and above. SmartPLS 4 was used to analyze the nature of the research hypotheses. The findings revealed festival to have a positive and significant effect on community cohesiveness, social and economic to local community. This research also recommends improving festival management professionally through the concept of sustainable tourism. Future research can examine sustainable tourism in Banjarmasin or other areas.
The Influence of Local Cultural Values and Nostalgic Expectations on Consumer Purchasing Decisions of Lontong Orari Banjarmasin Adista Anjar Diany; Rika Yuliyanti
Maneggio Vol. 2 No. 3 (2025): Maneggio-June
Publisher : PT. Anagata Sembagi Education

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62872/rjped888

Abstract

Indonesia is a culturally diverse country where each region possesses unique cultural and culinary traits that shape the identity of its local communities. In Banjarmasin, one of the most popular traditional foods that has gained significant recognition and public favor is Lontong Orari. This research aims to investigate how local cultural values and nostalgic expectations influence consumer purchasing decisions toward Lontong Orari. The study employs a quantitative associative method with an explanatory approach. The population consists of consumers who have previously purchased and consumed Lontong Orari, using a sample of 100 respondents selected through purposive sampling. The data were analyzed using the Structural Equation Model (SEM) through the SmartPLS 3.0 software. Findings reveal that both local cultural values and nostalgic expectations significantly influence consumer behavior in making purchasing decisions. Local culture plays a crucial role in shaping consumer identity and preferences, while nostalgia triggers emotional connections that drive consumers to choose traditional foods like Lontong Orari. This study highlights the importance of integrating cultural and emotional elements into marketing strategies for traditional culinary products, especially in preserving regional identity and promoting local economic development through culinary heritage..  
The Utilization of Artifical Intelligence in Optimizing Digital Marketing Strategies in Start-Up Companies Adista Anjar Diany; Taqwa Sultan
Maneggio Vol. 2 No. 4 (2025): AUGUST-MJ
Publisher : PT. Anagata Sembagi Education

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62872/dfx6dn62

Abstract

This study aims to analyze the use of artificial intelligence (AI) in optimizing digital marketing strategies in start-ups. The research uses a qualitative approach with case study methods in several startup business sectors, such as e-commerce and fintech. Data was obtained through in-depth interviews, observations, and documentation analysis. The results show that the application of AI contributes significantly in five main aspects, namely: (1) personalization of services and user experience, (2) budget efficiency and campaign optimization, (3) increased interaction with customers through chatbots, (4) implementation challenges in the form of limited human resources, high initial investment costs, and data privacy issues, and (5) adaptation strategies carried out by companies through collaboration with AI service providers,  internal training, as well as gradual technology investment. These findings confirm that AI has become a strategic instrument for start-ups to increase competitiveness, although its application still faces various limitations. This research contributes to the digital marketing literature by emphasizing the importance of a balance between the use of technology and adaptive strategies that are appropriate to the conditions of startups.
Co-Authors Rika Yuliyanti Taqwa Sultan