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All Journal Nawasena: Jurnal Ilmiah Pariwisata Indonesian Journal of Applied and Industrial Sciences (ESA) JECOM
Ketut Arjaya
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Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Social Sciences Other

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Strategi Bauran Pemasaran dalam Meningkatkan Penjualan Wedding Package di The Anvaya Beach Resort Bali Ni Komang Wulan Theresia Andari; Luh Putu Citrawati; Ketut Arjaya
Nawasena: Jurnal Ilmiah Pariwisata Vol. 4 No. 2 (2025): Agustus : Nawasena : Jurnal Ilmiah Pariwisata
Publisher : Pusat Penelitian Dan Pengabdian Masyarakat STIEPARI Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56910/nawasena.v3i2.1703

Abstract

The sales target for wedding packages at The Anvaya Beach Resort Bali in 2020, 2021 and 2023 cannot be achieved. This research aims to identify a marketing mix strategy to increase sales of wedding packages at The Anvaya Beach Resort Bali. This research uses qualitative descriptive data analysis techniques which will be analyzed using SWOT analysis with the 7P marketing mix (Product, Price, Place, Promotion, People, Process and Physical Evidence). SWOT Matrix Analysis groups internal and external factors to produce four specific strategies, namely SO, ST, WO, and WT. In the research results, there are four marketing mix strategies in increasing sales of wedding packages at The Anvaya Beach Resort Bali, namely the SO (Strength Opportunities) strategy of having a wedding venue location which is a strategy to facilitate access in holding weddings, the ST (Strength Threats) strategy of utilizing the wedding venue by promoting The beauty of each wedding location that is owned, the WO (Weakness Opportunities) strategy improves weaknesses by utilizing the potential of social media which provides information about wedding packages to companies, and the WT (Weakness Threats) strategy maximizes ecommerce to expand the reach of the target market.
Instagram Social Media Marketing Communication Strategy in Increasing Sales at Malaika Wedding Planner (Approach Based on AIDA Model) Ni Kadek Adela Amanda Putri; Luh Putu Citrawati; Ketut Arjaya
Indonesian Journal of Applied and Industrial Sciences (ESA) Vol. 4 No. 1 (2025): January 2025
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/esa.v4i1.12231

Abstract

This study aims to determine the Instagram social media marketing communication strategy at Malaika Wedding Planner. The research method used is descriptive qualitative with data collection techniques carried out through interviews, observations, and documentation. The informants interviewed consisted of business owners, social media marketing, and clients of Malaika Wedding Planner. The results of the study show that Malaika Wedding Planner uses a digital marketing communication strategy through Instagram that is based on the AIDA model. The application of the AIDA model marketing communication strategy is able to convert prospective brides and grooms into clients, thereby increasing sales at Malaika Wedding Planner. Thus, this study provides several important implications for other wedding organizer entrepreneurs. First, this study shows that Instagram social media can be an effective platform for increasing sales. Second, this study provides an example of the application of the AIDA model in a digital marketing communication strategy.
Persepsi Pengunjung terhadap Penyelenggaraan Geobeat Ecotopia sebagai Implementasi Sustainable Event di Geo Open Space, Kerobokan Kelod Kurnia Cahyani, Stefani Rosa; Ratri Paramita; Ketut Arjaya
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

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Abstract

The surge in both domestic and international tourists has contributed to the growth of events in Bali; however, many of these events have yet to adopt sustainable practices. This study aims to explore visitor perceptions of GeoBeat Ecotopia as a model of a sustainable event, which can serve as a reference for future sustainable event implementation. A descriptive quantitative method was employed using Silvers’ six-dimension theory and a Likert scale, targeting 80 respondents out of a total population of 409 visitors through probability sampling with a simple random sampling approach. Data were collected through observation, questionnaires, interviews, and documentation studies. The overall results indicate a very positive perception (average score of 4.66), with individual dimension scores as follows: activity (4.76), atmosphere (4.75), arrival (4.71), anticipation (4.59), amenities (4.65), and appetite (4.51). The highest-rated dimension was activity, while the lowest was appetite.
PENGARUH BEBAN KERJA TERHADAP KINERJA TIM LAPANGAN DI PHENOM EVENT INDONESIA Kadek Doni Dwiartha Putra; Ratri Paramita; Ketut Arjaya
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

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Abstract

The high workload faced by event organizers, especially field teams, can affect the performance of field teams. This study aims to determine the effect of the workload faced by the Phenom Event Indonesia field team. The research uses workload theory according to Achyana (2016) which includes working conditions, use of working time, and targets to be achieved. This study also uses the theory of employee performance according to Robbins (2006) covering quality, quantity, timeliness, effectiveness, independence and work commitment. The method used in this research is quantitative descriptive analysis. The total population in this study is 9 people using a saturated sample. Data were collected using questionnaires and interviews. The results of this research indicate that the workload variable gets an average value of 2,555 (light workload). On the performance variable the field team got an average value of 1,777 (very good performance). The average value of the two variables shows that light workload causing the field team’s performance to be very good.
Co-Authors Citrawati, Luh Putu Kadek Doni Dwiartha Putra Kurnia Cahyani, Stefani Rosa Ni Kadek Adela Amanda Putri Ni Komang Wulan Theresia Andari Ratri Paramita