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All Journal Jurnal Ilmiah Edunomika (JIE) Jurnal Pengabdian Masyarakat dan Riset Pendidikan International Journal of Economics, Commerce, and Management
Nadya Nurlailya Ningsih
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Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Mathematics Social Sciences Other

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The Role Of Promotion Mix On Visiting Decisions On Galesong Beach Tourism Takalar Regency, South Sulawesi, Indonesia Feky Reken; Nadya Nurlailya Ningsih
International Journal of Economics, Commerce, and Management Vol. 1 No. 4 (2024): October : International Journal of Economics, Commerce, and Management
Publisher : Asosiasi Riset Ekonomi dan Akuntansi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62951/ijecm.v1i4.258

Abstract

The role of the promotion mix is crucial to the survival of a company or organization. Through a mixture of promotions, companies can inform and influence consumer or customer decisions just as they do with a beach tour. As for this study, it aims to measure the role of the mix of promotions carried out by coastal tourism galeong on the decision of visiting tourists. This research uses descriptive qualitative methods. Data is collected through interviews and observations. The results of the research showed that the coastal tourism management made adjustments to the role of the promotion mix. This adjustment is made by leveraging digital media and establishing good relationships with people, governments and end-users.
Strategi Manajemen Bisnis Kreatif Inovatif Guna Mendorong Keberlangsungan Usaha Mikro di Kecamatan Teluk Ambon: Pengabdian Silfiena Siahainenia; Etvin Tamher; Nadya Nurlailya Ningsih; Hanifa Bennu Nur; Bin Raudha A Hanoeboen; Harvey Hiariey; Erfendi Regar; Nur Azda
Jurnal Pengabdian Masyarakat dan Riset Pendidikan Vol. 4 No. 2 (2025): Jurnal Pengabdian Masyarakat dan Riset Pendidikan Volume 4 Nomor 2 (October 202
Publisher : Lembaga Penelitian dan Pengabdian Masyarakat

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/jerkin.v4i2.3500

Abstract

Pengabdian masyarakat ini dilaksanakan dalam durasi satu hari di Kecamatan Teluk Ambon, Kota Ambon, dengan tujuan memberikan stimulasi awal penerapan strategi manajemen bisnis kreatif inovatif kepada pelaku usaha mikro melalui pendekatan workshop intensif berbasis aksi cepat, sebanyak 30 pelaku usaha dibekali pemahaman tentang value proposition, branding visual sederhana, dan pemanfaatan media sosial sebagai alat pemasaran. Meskipun durasi terbatas, kegiatan dirancang partisipatif dan kontekstual, dengan hasil berupa prototipe strategi pemasaran personal yang langsung dapat diimplementasikan. Evaluasi pasca-kegiatan menunjukkan bahwa 87% peserta mampu mengidentifikasi keunikan produk mereka dan 73% mulai aktif memperbarui konten media sosial dalam 72 jam setelah pelatihan. Temuan ini mengonfirmasi bahwa intervensi singkat namun terfokus dapat menjadi titik awal efektif untuk memicu transformasi perilaku kewirausahaan di tingkat mikro, selama disusun dengan prinsip relevansi, keterlibatan, dan keberlanjutan pasca-kegiatan.
THE ROLE OF USER-GENERATED CONTENT AND DESTINATION VALUE PROPOSITION IN SHAPING TOURISTS’ VISIT INTENTION TO BANDA NEIRA: THE MEDIATING ROLE OF ATTITUDE Nadya Nurlailya Ningsih; Feky Reken; Etvin Rizal Tamher
JURNAL ILMIAH EDUNOMIKA Vol. 10 No. 2 (2026): EDUNOMIKA
Publisher : ITB AAS Indonesia Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/jie.v10i2.19623

Abstract

This study examines the influence of user-generated content (UGC) and destination value proposition (DVP) on tourists’ visit intention to Banda Neira, Indonesia, with attitude serving as a mediating mechanism. Drawing on the Theory of Planned Behavior (TPB) and the Elaboration Likelihood Model (ELM), a quantitative research design was employed using Partial Least Squares Structural Equation Modeling (PLS-SEM). Data were collected from 200 potential tourists who had never visited Banda Neira but actively consume travel-related content on social media. Findings reveal that both UGC and DVP significantly and positively influence attitude toward the destination. In turn, attitude exerts a strong positive effect on visit intention. Mediation analysis confirms that attitude fully mediates the effect of UGC and predominantly mediates the effect of DVP on visit intention. The final model explains 49% of the variance in visit intention, highlighting the critical role of affective evaluation in digital destination marketing. Theoretical and practical implications are discussed, particularly for heritage destinations seeking to leverage digital storytelling and authentic value communication. Keyword: User-Generated content, destination value proposition, attitude, visit intention,heritage tourism
Co-Authors Bin Raudha A Hanoeboen Erfendi Regar Etvin Rizal Tamher Etvin Tamher Feky Reken Hanifa Bennu Nur Harvey Hiariey Nur Azda Silfiena Siahainenia