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All Journal Jurnal Menata Jurnal Ekonomika Manajemen Dan Bisnis
Moh. Thamdzir
Manajemen Tata Hidangan, Politeknik Pariwisata Batam
Humanities Economics, Econometrics & Finance Education Social Sciences Veterinary

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PENGARUH MARKETING STORYTELLING TIKTOK TERHADAP MINAT BELI KONSUMEN DI KEIKAKERY KOTA BATAM Myra Humayrah; Dailami; Moh. Thamdzir; Wahyudi Ilham; Haufi Sukmamedian
JURNAL MENATA Vol. 5 No. 1 (2026): MEI 2026
Publisher : Puslitabmas Batam Tourism Polytecnic

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59193/jmt.v5i1.471

Abstract

This study aims to analyze the influence of marketing storytelling through the TikTok platform on consumer buying interest in Keikakery, Batam City. The phenomenon of using TikTok as a creative promotional medium has encouraged many culinary business actors to utilize story-based content to build emotional closeness with consumers. The research method used is a quantitative approach with data collection techniques through questionnaires distributed to followers of the Keikakery TikTok account and consumers who are exposed to storytelling content. Data analysis was carried out using simple linear regression to see the magnitude of the influence of storytelling variables on buying interest. The results of the study show that TikTok storytelling marketing has a positive and significant effect on consumer buying interest. Narrative elements such as storyline, authenticity, relevance, product visualization, and emotional messages have been proven to increase consumer interest, trust, and desire to buy Keikakery products. The more interesting and relevant the storytelling content presented, the higher the buying interest formed. This research emphasizes that TikTok is an effective marketing medium in strengthening brand identity and influencing consumer behavior, so that storytelling strategies can be used as the main approach in developing Keikakery's digital promotion strategy in the future.
Peran Masyarakat dalam Pengembangan Wisata Pulau Putri di Kelurahan Sambau, Nongsa, Kota Batam Tito Pratama; Dailami .; Rezki Alhamdi; Moh. Thamdzir; Natal Olotua Sipayung; Syafruddin Rais; Siska Amelia Maldin; Wahyudi Ilham; Syalendra Reza Irwansyah Rezeki; Haufi Sukmamedian; Bojes Ariansya; Gita Irmalya
Jurnal Ekonomi Manajemen dan Bisnis (JEMB) Vol. 4 No. 2 (2025): Juli-Desember
Publisher : CV. ITTC INDONESIA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47233/jemb.v4i2.3714

Abstract

This study aims to identify and analyze the role of the community in the development of tourism on Putri Island, located in Sambau Village, Nongsa District, Batam City. Community-based tourism development is key to creating a sustainable tourism destination and providing economic, social, and cultural impacts for the local community. The research method used is descriptive qualitative, with data collection techniques through observation, interviews, and documentation of local residents, tourism managers, and local government officials. The research results show that communities play a crucial role in tourism development, both as key actors in tourism activities, providers of tourism services and facilities, and guardians of the local environment and culture. However, several obstacles remain, such as limited knowledge of tourism management, minimal promotion, and insufficient government support. Efforts made by communities to address these challenges include raising awareness of the importance of togetherness, tourism skills training, and strengthening collaboration between communities, the government, and the private sector. This study concludes that active community participation is a key factor in the successful development of Putri Island tourism. Therefore, ongoing support from various parties is needed to ensure Putri Island's development into a leading, competitive, and sustainable tourist destination.
Co-Authors Bojes Ariansya Dailami Dailami . Gita Irmalya Haufi Sukmamedian Maldin, Siska Amelia Myra Humayrah Natal Olotua Sipayung Rezki Alhamdi Syafruddin Rais Syalendra Reza Irwansyah Rezeki Tito Pratama Wahyudi Ilham