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All Journal Journal of Innovation in Educational and Cultural Research Journal of Innovation Research and Knowledge
Saida Zainurossalamia ZA
Universitas Mulawarman, Indonesia
Humanities Economics, Econometrics & Finance Education Health Professions Law, Crime, Criminology & Criminal Justice Social Sciences

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DIGITAL MARKETING STRATEGY ANALYSIS OF PRODUCT PURCHASING DECISIONS AT THE TIKTOK SHOP Tengku Kespandiar; Mokhamad Arwani; Saida Zainurossalamia ZA; Silvia Ekasari; Donny Dharmawan
Journal of Innovation Research and Knowledge Vol. 3 No. 10: Maret 2024
Publisher : Bajang Institute

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Abstract

The aim of this research is to analyze digital marketing strategy analysis of product purchasing decisions at the TikTok Shop. This type of research is survey research. The population in this research are buyers who have a TikTok account and have shopped at the TikTok Shop. Because the population is so large, the sample taken was limited to 50 respondents. Data analysis in research uses simple linear regression using the partial (t) test. The research results show that electronic word of mouth has a positive and significant effect on product purchasing decisions at the TikTok Shop.
Local Wisdom-Oriented Differentiation Strategies in Increasing the Competitiveness of Tourism Destinations: Evidence on Derawan Island Tourism Saida Zainurossalamia ZA; Robiansyah Robiansyah; Syarifah Hudayah; Anggi Oktawiranti; Gusti Noorlitaria Achmad; Denis Ushakov
Journal of Innovation in Educational and Cultural Research Vol 6, No 1 (2025)
Publisher : Yayasan Keluarga Guru Mandiri

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46843/jiecr.v6i1.2219

Abstract

The tourism industry in Indonesia is faced with various challenges in facing the dynamics of competition while still paying attention to sustainability, especially amidst the government's efforts to develop new super-priority destinations close to the National Capital (IKN) in East Kalimantan, namely Derawan Island, Berau Regency. This study aims to analyze the effectiveness of local wisdom-based differentiation strategies in increasing the competitiveness of Derawan Island tourist destinations. The research method uses a mixed method. The population in this study were tourists at Derawan Island tourist attractions, where the local government, destination managers, business actors, and local communities became the primary informants, and tourists became informants. Quantitative sampling was carried out using purposive sampling of 80 people. Data was collected through in-depth interviews and surveys and analyzed using thematic and inferential statistics. The study results showed that local wisdom-based differentiation strategies significantly and positively affected Derawan Island's competitiveness. This can support the development of marketing strategies oriented towards local wisdom to increase the attractiveness of tourist destinations and create sustainable added value. There needs to be synergy from all stakeholders in maintaining cultural authenticity while increasing tourist appeal.
Co-Authors Anggi Oktawiranti Denis Ushakov Donny Dharmawan Gusti Noorlitaria Achmad Kespandiar, Tengku Mokhamad Arwani Robiansyah Silvia Ekasari Syarifah Hudayah