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Strategic Brand Positioning Through Cultural Event Programming at Garuda Wisnu Kencana Cultural Park Tjiadarma, Erica Pricilla; Zaim, Ilma Aulia
JMKSP (Jurnal Manajemen, Kepemimpinan, dan Supervisi Pendidikan) Vol. 10 No. 1 (2025): JMKSP (Jurnal Manajemen, Kepemimpinan, dan Supervisi Pendidikan)
Publisher : Graduate Program Magister Manajemen Pendidikan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31851/jmksp.v10i1.19184

This study examines cultural event programming as a strategy to strengthen brand positioning at Garuda Wisnu Kencana (GWK) Cultural Park in the domestic market. A mixed-methods approach was used, combining interviews with four internal stakeholders and surveys of 400 domestic visitors (2022–2025). The analysis applied Cai’s brand positioning model, McKercher and du Cros’s cultural tourist typology, and Getz and Morrison’s participatory event framework. Findings show that while GWK is widely recognized, its cultural image is narrowly associated with the iconic statue, and the visitor experience is often perceived as static. A misalignment between GWK’s cultural mission and commercial focus further weakens its cultural appeal. This study proposes a repositioning model based on symbolic narrative integration, participatory cultural programs, and targeted visitor segmentation. The findings contribute to cultural tourism by introducing an integrated branding-programming model that emphasizes internal alignment to deliver more authentic and immersive cultural experiences.

Strategic Brand Positioning Through Cultural Event Programming at Garuda Wisnu Kencana Cultural Park Tjiadarma, Erica Pricilla; Zaim, Ilma Aulia
JMKSP (Jurnal Manajemen, Kepemimpinan, dan Supervisi Pendidikan) Vol. 10 No. 1 (2025): JMKSP (Jurnal Manajemen, Kepemimpinan, dan Supervisi Pendidikan)
Publisher : Graduate Program Magister Manajemen Pendidikan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31851/jmksp.v10i1.19184

This study examines cultural event programming as a strategy to strengthen brand positioning at Garuda Wisnu Kencana (GWK) Cultural Park in the domestic market. A mixed-methods approach was used, combining interviews with four internal stakeholders and surveys of 400 domestic visitors (2022–2025). The analysis applied Cai’s brand positioning model, McKercher and du Cros’s cultural tourist typology, and Getz and Morrison’s participatory event framework. Findings show that while GWK is widely recognized, its cultural image is narrowly associated with the iconic statue, and the visitor experience is often perceived as static. A misalignment between GWK’s cultural mission and commercial focus further weakens its cultural appeal. This study proposes a repositioning model based on symbolic narrative integration, participatory cultural programs, and targeted visitor segmentation. The findings contribute to cultural tourism by introducing an integrated branding-programming model that emphasizes internal alignment to deliver more authentic and immersive cultural experiences.

DAMPAK SERVICESCAPE TERHADAP INTENSI KUNJUNG KEMBALI MELALUI KEPUASAN PELANGGAN RESTORAN SELARAS Septiana, Michelle Dwi Glory; Zaim, Ilma Aulia
Jurnal Pijar Vol 1 No 4 (2023): Jurnal Pijar : Studi Manajemen dan Bisnis
Publisher : PT Naureen Digital Education

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.65096/pmb.v1i4.790

In today's business landscape, profit pursuit is closely tied to customer satisfaction. This is especially true in the restaurant industry, where contented customers lead to loyalty, revisits, and enhanced revenue. Selaras Restaurant in Bandung, Indonesia aims to attract Generation Z (ages 13-28) as loyal patrons. Initial interviews with Generation Z patrons revealed that dissatisfaction with the outdated restaurant interior discouraged their return. This gap between Selaras' desired ambiance and Generation Z's preferences, known as Servicescape, impacts revisit intentions. This study employs a quantitative approach using questionnaires to assess Selaras' Gen Z customers. Results show that the physical aspect of Servicescape, like Signs/Symbols/Artifacts, positively influences customer satisfaction and, consequently, revisit intentions. Customer satisfaction also partially mediates the relationship between signs/symbols/artifacts and revisit intentions. These insights should help Selaras Restaurant improve their Servicescape strategy. Future research should consider more factors and samples to better understand restaurant revisit intentions.

Mindful marketing: A marketing strategy for lingkar to support sustainability goals Sahisnu, Ramya Prajna; Zaim, Ilma Aulia
International Journal of Accounting and Management Information Systems Vol. 3 No. 2 (2025): August
Publisher : Goodwood Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35912/ijamis.v3i2.3328

Purpose: This study explores the implementation of mindful marketing as a strategic approach to harmonize business objectives with social and environmental values. It focuses on Du Anyam, an Indonesian social enterprise, to understand how marketing practices grounded in awareness, ethics, and sustainability contribute to building long-term stakeholder relationships. Research methodology: This study used a qualitative single-case approach, collecting primary data from in-depth interviews with internal stakeholders and secondary data from documents and digital platforms, analyzed thematically to explore Du Anyam’s mindful marketing in communication, distribution, and internal practices. Results: The study finds that Du Anyam implements mindful marketing through three main pillars—self-awareness, consumer-awareness, and impact-awareness—reflected in its storytelling, inclusive product design, and mission-aligned decision-making. However, challenges like digital distractions, workload pressure, and consumer price sensitivity hinder consistent mindful practices. Conclusions: Mindful marketing serves as a strategic compass for social enterprises to navigate market complexities while staying true to ethical values. Its effective practice requires organizational commitment, cultural alignment, and ongoing reflection to create shared value with stakeholders. Limitations: This study is limited to a single case within the Indonesian context, which may constrain the generalizability of its findings to other industries or cultural settings. Additionally, the analysis primarily reflects internal stakeholder perspectives and may not fully capture the diversity of consumer behavior. Contribution: This paper contributes to the evolving discourse on ethical and sustainable marketing by offering a contextualized understanding of mindful marketing practices in emerging economies. It also proposes a practical framework for social enterprises seeking to align marketing strategies with their broader purpose.

Proposed green marketing strategy to collaborate with tourism awareness group (Pokdarwis): Case study at Sein Farm, Bandung Metriyana, Arni; Zaim, Ilma Aulia
Global Academy of Business Studies Vol. 1 No. 1 (2024): July
Publisher : Goodwood Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35912/gabs.v1i1.3384

Purpose: This study aims to propose a development strategy using the Green Marketing Model to establish the Sein Farm as a sustainable tourism destination in collaboration with Pokdarwis (Tourism Awareness Group) Cisurupan, Bandung. Research Methodology: This study applied a qualitative method with thematic analysis. Data were collected through semi-structured interviews with respondents and unstructured focus group discussions (FGD) with Pokdarwis. The analysis was conducted using STP, PESTLE, SWOT & TOWS, Hexa Helix, and Sustainable Tourism Indicators. Results: Thematic analysis identified green marketing indicators, including eco-friendly products, affordable tour packages, natural resource use, certified human resources, and green attractions (tree planting and waste sorting) and farmer-style architecture. STP analysis positioned the Sein Farm for students, targeting urban schools interested in urban farming education. Pokdarwis collaboration supports sustainable tourism through cultural activities, waste management, traditional games, and community empowerment via eco-souvenirs and MSMEs. Conclusion: Integrating the Green Marketing Model with community collaboration enhances Sein Farm’s role as a sustainable tourism destination by merging environmental, educational, and cultural dimensions of sustainability. This approach positions the Sein Farm as a model for urban-farming-based ecotourism. Limitation: This study is limited to a qualitative approach with a specific case study at the Sein Farm Cisurupan, Bandung. Broader generalization may require quantitative validation and comparative studies of other sustainable tourism destinations. Contribution: This research enriches the sustainable tourism literature by presenting a practical framework that integrates green marketing with community collaboration, offering guidelines for developing eco-friendly tourism that preserves culture, protects the environment, and empowers communities through eco-products and MSMEs.

Behavioral Determinants of Independent Umrah Preference Among Indonesian Generation Z: Evidence From PLS-SEM Armanditto, Muhammad Ashshiddiq; Zaim, Ilma Aulia
Dinasti International Journal of Economics, Finance & Accounting Vol. 7 No. 3 (2026): Dinasti International Journal of Economics, Finance & Accounting (July - August
Publisher : Dinasti Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/dijefa.v7i3.7005

Indonesia’s Umrah sector underwent a major regulatory transformation with the enactment of UU No. 14/2025, which formally permits independent Umrah (Umrah Mandiri) as an alternative to travel through registered operators (PPIU). This study investigates the determinants of Indonesian Generation Z Muslims’ preference for independent Umrah using an extended Theory of Planned Behavior (TPB) integrated with the Technology Acceptance Model (TAM) and Value Perception Theory. Seven constructs were examined: Digital Readiness, Perceived Cost Advantage, Attitude, Subjective Norm, Perceived Behavioral Control, Behavioral Intention, and Choice Preference. Data were collected from 245 Generation Z Muslim respondents through an online survey and analyzed using PLS-SEM in SmartPLS 4. The results supported five of seven hypotheses. Digital Readiness significantly influenced both Attitude and Perceived Behavioral Control, while Perceived Behavioral Control was the strongest predictor of Behavioral Intention, followed by Subjective Norm. Behavioral Intention emerged as the strongest determinant of Choice Preference for independent Umrah. In contrast, Perceived Cost Advantage did not significantly affect Attitude, and Attitude did not significantly influence Behavioral Intention. These findings indicate that Generation Z’s preference for Umrah Mandiri is driven primarily by digital capability and self-efficacy rather than cost considerations, offering practical implications for PPIU operators, digital service providers, and policymakers.

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