Garuda - Garba Rujukan Digital

NICHE MARKET IN FANGIRLING PHENOMENON Swandewi, Ni Kadek; Citrawati, Luh Putu; Asmarani, I.G.A. Ratih
Humantech : Jurnal Ilmiah Multidisiplin Indonesia Vol. 2 No. 5 (2023): Humantech : Jurnal Ilmiah Multidisiplin Indonesia
Publisher : Program Studi Akuntansi IKOPIN

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Specific segmentation in managing the target audience in events can take advantage of phenomena or trends that are currently happening in society. One of the current familiar phenomena to millennials and gen Z is the phenomenon of "fangirling." Fangirl is a nickname for a group of girls who are highly dedicated to their idols and even become obsessed with them. This paper contains how the impact of using the fangirling phenomenon in marketing of a music event. The purpose of this article is to provide an overview of the implementation of the niche marketing strategy by the fangirls community carried out by ARMY Kuta Bali. By using qualitative research methods which describe the actual situation that occurred during the research and combined with theoretical references from both journals and articles related to business strategies. The findings of this study shows that fangirls who join a fandom have great potential to buy tickets to events held specifically for their favorite idols, being repeaters and also promoting event to other fangirls.

Pelatihan Pengelolaan UMKM dalam Penyelenggaraan Event: di Desa Panji, Bali Wirata, I Nengah; Citrawati , Luh Putu; Kusumarini, Indah; Paramita, Ratri; Ariasri, Nyoman Reni; Widaharthana, I Putu Esa; Arjaya, Ketut; Suprastayasa, I Gusti Ngurah Agung; Swandewi, Ni Kadek; Sumadi, I Gede; Asmarani, I Gusti Ayu Ratih
Masyarakat Pariwisata : Journal of Community Services in Tourism Vol. 5 No. 2 (2024)
Publisher : Politeknik Pariwisata NHI Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34013/mp.v5i2.1608

Desa Panji memiliki beragam produk usaha menengah dan kecil yang beberapa diantaranya sudah sampai tingkat nasional. Selain sebagai desa wisata, Desa Panji juga berhasil meraih juara 1 badan usaha milik desa tingkat nasional dan Desa Cemerlang terbaik se-Bali Nusra tahun 2022 dari 53 desa finalis. Potensi produk UMKM tersebut masih kurang terkelola dengan baik, terutama dalam berbagai event dan mendukung pengembangan pariwisata. Oleh karena itu, Program Studi Manajemen Event Politeknik Pariwisata Bali memberikan pengabdian kepada masyarakat berupa pelatihan. Topik pelatihan tersebut adalah Pengelolaan UMKM dalam rangka Festival Desa. Peserta pelatihan adalah seluruh pemangku kepentingan Desa Panji, khususnya UMKM dan pelaku pariwisata. Luaran dari kegiatan ini adalah peserta mampu membuat perencanaan bisnis UMKM, desain produk yang lebih menarik, serta pengelolaan pameran UMKM dalam suatu event. Kegiatan pengabdian kepada masyarakat ini diharapkan dapat meningkatkan tata kelola produk UMKM dan bersinergi dengan pengembangan pariwisata Desa Panji.

Pengaruh Promosi Melalui Media Sosial TikTok Terhadap Keputusan Pembelian Jasa Di Malaika Wedding Planner Sanjaya, Ni Made Hellen; Citrawati, Luh Putu; Swandewi, Ni Kadek
Jurnal Pariwisata Prima Vol. 2 No. 2 (2024): SEPTEMBER
Publisher : P2PKM Politeknik Pariwisata Prima Internasional

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Tingkat persaingan yang ketat pada usaha jasa wedding organizer di Bali memotivasi perusahaan seperti Malaika Wedding Planner untuk memanfaatkan media sosial sebagai alat branding dan pemasaran. Pada tahun 2021, Malaika Wedding Planner memperluas jangkauannya dari Instagram dan Facebook ke TikTok untuk menghasilkan konten yang lebih menarik. Tujuan dari penelitian ini adalah untuk mengeksplorasi bagaimana promosi melalui TikTok mempengaruhi keputusan pembelian jasa di Malaika Wedding Planner, dengan fokus pada dimensi context, communication, collaboration dan connection, serta faktor-faktor keputusan pembelian. Metode penelitian ini menggunakan pendekatan kuantitatif dengan teknik purposive sampling, melibatkan 52 responden yang pernah menggunakan jasa Malaika Wedding Planner. Data dikumpulkan melalui kuesioner dengan skala Likert dan diolah menggunakan SPSS versi 26 dengan teknik regresi linear sederhana, uji determinasi, dan uji t. Hasil analisis menunjukkan bahwa promosi TikTok mempengaruhi 46,9% keputusan pembelian, 53,1% yang tersisa dipengaruhi oleh aspek lain yang tidak termasuk dalam penelitian. Hasil t hitung sebesar 6,644 melampaui nilai t tabel (2,009) dan p-value 0,000, menunjukkan adanya pengaruh positif dan signifikan terhadap keputusan pembelian.

Marketing Analysis of MORINA VILLA AND RESTAURANT in Waingapu East Sumba Susila, I Made Gede Darma; Anggara, I Gusti Made Dwi Candra; Wulandari, Pande Putu; Swandewi, Ni Kadek; Sumadi, I Gede
Jurnal Manajemen Pelayanan Hotel Vol 8 No 2 (2024): Jurnal Manajemen Pelayanan Hotel
Publisher : Akademi Komunitas MAPINDO

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37484/jmph.080219

The development of tourism in East Sumba is getting more rapid, shown by the emergence of new tourist attractions in the area. This has led to the development of several tourism business services to support the sustainability of tourism in the area by showing the development of accommodation services in Waingapu City. Morinda Villa and Resto is one of the accommodations that offers beautiful hill views. The purpose of this study is to find out the 4P marketing that has been carried out, and analyze what is needed by managers for the sustainability of tourist accommodation in Morinda Villa and Resto. The data collection technique in this study uses observation, interviews and literature studies. Then it was analyzed using a qualitative descriptive approach from data collection, data reduction to data analysis. The results of the study show that the products owned by this accommodation are diverse. In terms of location, road access to the location still needs to be improved to make it easier for tourists to reach this accommodation. In addition, in terms of price, the price given is in accordance with the experience obtained by tourists who stay. Furthermore, in terms of promotion, this activity has been carried out online and offline to prospective visitors. The next research suggestion is to create the right marketing strategy to be implemented in Morinda Villa and Resto. This is because this accommodation has its own uniqueness for tourists to choose as a place to stay, but the obstacles they have also need to be fixed to maintain the sustainability of tourists who stay.

EKSPLORASI LEVEL INOVASI RESTORAN UNTUK MENINGKATKAN KEUNGGULAN KOMPETITIF DI KAWASAN PARIWISATA SANUR Pinaria, Ni Wayan Chintia; Swandewi, Ni Kadek; Pranadewi, Putu Mira Astuti; Usadi, Made Pradnyan Permana
JUIMA : JURNAL ILMU MANAJEMEN Vol. 15 No. 1 (2025): JUIMA : JURNAL ILMU MANAJEMEN
Publisher : Program Studi Manajemen Fakultas Ekonomi dan Bisnis Universitas Mahasaraswati Denpasar

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This research aims to determine the level of restaurant innovation in the Sanur tourism area as part of an effort to build a competitive advantage. The population in this study includes restaurants serving Indonesian and Western food. The sample consists of restaurants with a Google Rating of 4.5-5 and over 1,500 reviews. Data was collected using two methods: web and social media observation, and direct observation. The analysis technique used is descriptive quantitative, which involves calculating the percentage of innovation and categorizing it into different levels of innovation. The research results show that the level of restaurant innovation in the Sanur tourism area varies, with one restaurant at a low level of innovation, six restaurants at a medium level, and one restaurant at a high level. The average percentage of restaurant innovation implementation in the Sanur tourism area is 59%, placing these restaurants in the medium innovation level category. This research significantly advances our understanding of innovation within the hospitality and tourism sector by examining the innovative practices of restaurants in a leading tourist destination. The findings are highly valuable for various stakeholders. By implementing innovative strategies, restaurants can leverage these insights to enhance their competitive advantage.

How Whatsapp Business E-Service Quality and Brand Reputation Influence Purchase Intentions? Empirical Finding Events Demand in Bali Sumadi, I Gede; Swandewi, Ni Kadek; Asmarani, I Gusti Ayu Ratih; Wirata, I Nengah; Citrawati, Luh Putu
Eduvest - Journal of Universal Studies Vol. 5 No. 7 (2025): Eduvest - Journal of Universal Studies
Publisher : Green Publisher Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59188/eduvest.v5i7.51443

The rapid adoption of digital communication tools, particularly WhatsApp Business, has transformed the event services industry by enhancing e-service quality and customer engagement. Despite its growing popularity, research on how WhatsApp Business influences e-service quality and purchase intention remains limited. This study examines the impact of e-service quality and brand reputation on purchase intentions for event services in Bali, addressing a critical gap in the literature. Using Structural Equation Modelling (SEM) with PLS algorithm and bootstrapping techniques, data were collected from 100 respondents who had previously purchased event services. The findings reveal a strong, statistically significant relationship between e-service quality and purchase intention (original sample value = 0.751, p-value = 0.000), highlighting the importance of responsiveness, efficiency, and personalization. However, brand reputation’s mediating role was weak (original sample value = 0.195, p-value = 0.030), suggesting it does not significantly alter the direct influence of e-service quality. These results underscore the primacy of e-service quality in driving purchase decisions, offering practical insights for event organizers to optimize WhatsApp Business for customer satisfaction and loyalty. The study contributes to the broader understanding of digital service quality in the event industry and provides actionable strategies for leveraging technology to enhance consumer experiences.

Optimizing Cultural Events for Destination Branding and Community Empowerment in Tenganan Dauh Tukad Swandewi, Ni Kadek; Winatha, Mahendra Adi; Sukariyanto, I Gede Made; Rahjasa, Putu Surya Laksana; Rastitiati, Ni Kade Juli
CONSEN: Indonesian Journal of Community Services and Engagement Vol. 5 No. 1 (2025): Consen: Indonesian Journal of Community Services and Engagement
Publisher : Institut Riset dan Publikasi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.57152/consen.v5i1.2045

This community service project aims to empower the local community of Tenganan Dauh Tukad by enhancing their capacity to promote cultural tourism through digital platforms. Framed around the theme of Tenganan as The Living Culture Destination, the project was implemented in three phases: documentation, content development, and community training. In the first phase, local youth were involved in capturing high-quality photo and video content during the traditional Perang Pisang event. In the second phase, the materials were edited into Instagram-optimized formats using a custom visual identity that reflects the village’s values—Asli (Authentic), Sakral (Sacred), Teguh Tradisi (Tradition-bound), Edukatif (Educational), and Elegan (Elegant). The third phase focused on training participants in managing Instagram, creating content calendars, and applying preset filters through the Lightroom mobile app. The outcome includes the rebranding of the village’s Instagram account to @tengananexperience and the development of a content strategy based on the pillars: Be Promotional, Be Human, and Be Entertaining. This initiative not only improved the digital skills of the community but also strengthened their cultural pride and established a sustainable model for cultural tourism promotion. Keywords: community service, digital empowerment, cultural tourism, Instagram branding, Tenganan Dauh Tukad, sustainable tourism.

Persepsi Penonton Group Inclusive Tour Terhadap Pertunjukan Kecak Api Ramayana di Uluwatu Widyasari, Nyoman Ari Trisna Dewi Manikan; Citrawati, Luh Putu; Swandewi, Ni Kadek
Journal of Event and Convention Management Vol. 3 No. 1 (2024): Journal of Event and Convention Management
Publisher : Pusat Penelitian dan Pengabdian Kepada Masyarakat, Politeknik Pariwisata Bali

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52352/jecom.v3i1.1158

This study aims to find out the audience perception of the Kecak Api Ramayana performance in Uluwatu. The study is qualitative descriptive research using data that was collected through questionnaires and in-depth interviews. This study uses 100 samples which were determined using the Slovin formula with a 90% confidence level and a 10% error rate. The results show that audience group inclusive tour perception of the Kecak Api Ramayana performance in Uluwatu referred to a five-dimensional event with the average of marketing (4.32); transportation, access and guest reception (4,10); atmosphere, decoration and nuance (4.35); entertainment and activities (4.29); and facilities (3.78). Based on these five dimensions, the average of facilities dimension has the lowest score. Overall, the average dimension is at 4.17 with category “Good”.

Eksistensi Penglipuran Village Festival IX Sebagai Pengenalan Community Attachment Desa Penglipuran Kabupaten Bangli Swandewi, Ni Kadek; Swandewi, I Gede; Asmarani, I Gusti Ayu Ratih
Journal of Event and Convention Management Vol. 2 No. 1 (2023): Journal of Event and Convention Management
Publisher : Pusat Penelitian dan Pengabdian Kepada Masyarakat, Politeknik Pariwisata Bali

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52352/jecom.v2i1.2030

Festivals can be interpreted as a celebration by the local community which is part of the arts and performances and includes other activities such as performing music concerts. The 9th Penglipuran Village Festival presents a variety of unique and interesting things, not only limited to performances but more highlighting the socio-cultural wisdom that characterizes the local community. In the Penglipuran Village community, various cultural and ritual events are carried out through a pattern of togetherness or mutual cooperation which involves the entire community including event Penglipuran Village Festival. This research was conducted using observation methods and in-depth interviews with managers event Penglipuran Village Festival which was held for the ninth time. With the theme "Kalpataru" Resurrect The Spirit of Environmental Conservation, This festival aims to introduce traditions and values that grow in society. Through the results of observation and in-depth interviews, it is known that the Penglipuran Village Festival takes values and concepts, as well as full community involvement, making this event have community attachment or sense of belonging. Community attachment make the position of the community as the driving force of events and visitors side by side. The choice of bamboo as the icon for the Penglipuran Village Festival in 2022 can not be separated from what already exists in Penglipuran Village. Community attachment in Penglipuran Village Festival this is associated with the 4S concept, namely Something to see, Something to do, Something to buy, and Something to learn who participated in various activities typical of the local community.

Eksistensi Penglipuran Village Festival IX Sebagai Pengenalan Community Attachment Desa Penglipuran Kabupaten Bangli Swandewi, Ni Kadek; Swandewi, I Gede; Asmarani, I Gusti Ayu Ratih
Journal of Event and Convention Management Vol. 2 No. 1 (2023): Journal of Event and Convention Management
Publisher : Pusat Penelitian dan Pengabdian Kepada Masyarakat, Politeknik Pariwisata Bali

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52352/jecom.v2i1.2030

Festivals can be interpreted as a celebration by the local community which is part of the arts and performances and includes other activities such as performing music concerts. The 9th Penglipuran Village Festival presents a variety of unique and interesting things, not only limited to performances but more highlighting the socio-cultural wisdom that characterizes the local community. In the Penglipuran Village community, various cultural and ritual events are carried out through a pattern of togetherness or mutual cooperation which involves the entire community including event Penglipuran Village Festival. This research was conducted using observation methods and in-depth interviews with managers event Penglipuran Village Festival which was held for the ninth time. With the theme "Kalpataru" Resurrect The Spirit of Environmental Conservation, This festival aims to introduce traditions and values that grow in society. Through the results of observation and in-depth interviews, it is known that the Penglipuran Village Festival takes values and concepts, as well as full community involvement, making this event have community attachment or sense of belonging. Community attachment make the position of the community as the driving force of events and visitors side by side. The choice of bamboo as the icon for the Penglipuran Village Festival in 2022 can not be separated from what already exists in Penglipuran Village. Community attachment in Penglipuran Village Festival this is associated with the 4S concept, namely Something to see, Something to do, Something to buy, and Something to learn who participated in various activities typical of the local community.

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