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All Journal EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis Journal of Economics, Entrepreneurship, Management Business and Accounting
Reni Indriani
Universitas Muhammadiyah Bengkulu, Indonesia
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Energy Other

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Analysis Of City Branding Strategies In Increasing Visitor Attraction (Case Study On Tourism History Of Marlborough Fort, Bungkarno House In Bengkulu Province) Reni Indriani; Nora Veronika
EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis Vol 13 No 1 (2025): Januari
Publisher : UNIVED Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37676/ekombis.v13i1.5870

Abstract

This research aims to analyze the city branding strategy used to increase visitor attraction in Bengkulu Province, with a focus on historical tourism objects such as Fort Marlborough, Bung Karno's House, and the British Cemetery. The research methodology employed was descriptive in nature, utilizing a qualitative approach. Data collection involved conducting interviews with relevant stakeholders and conducting direct observations on-site. Analysis was carried out on the city branding strategy applied to this historical tourism object and its impact on increasing the number of visitors. The research results show that the implementation of city branding in the historical destination of Bengkulu still needs more attention, especially in the aspects of image management, promotion and local community participation.
Digital Marketing Capability and MSME Business Resilience: The Mediating Role of Business Adaptability and The Moderating Role of Digital Literacy Pefriyadi Pefriyadi; Ade Tiara Yulinda; Reni Indriani; Ermy Wijaya
Journal of Economics, Entrepreneurship, Management Business and Accounting Vol 4 No 6 (2026): Volume 4, Issue 6, November 2026
Publisher : CV. Sakura Digital Nusantara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61255/jeemba.v4i6.1904

Abstract

Purpose – This study examines the relationship between digital marketing capability (DMC) and business resilience (BR) among MSMEs in Indonesia, focusing on business adaptability (BA) as a mediating mechanism and managerial digital literacy (DL) as an individual-level moderating condition. Design/methodology/approach – Using a cross-sectional survey design, data were collected from 500 owners or managers representing digitally engaged MSMEs across Indonesia. The sampling was non-probability purposive sampling. Data were analyzed using partial least squares structural equation modeling (PLS-SEM). Procedural remedies and full collinearity VIF diagnostics were applied to address common method variance concerns. Finding/Results – DMC is positively associated with BR, BA, and BR. BA acts as a complementary mediator in the DMC–BR relationship. Furthermore, managerial DL significantly moderates the DMC–BA association, indicating that the relationship between DMC and BA is stronger at higher levels of owner/manager digital literacy. The observed empirical pattern is consistent with a moderated adaptive pathway, wherein the indirect association between DMC and BR through BA increases across levels of managerial DL. Originality/Value – The study integrates an organizational capability perspective with an individual managerial micro-foundation. By explicitly distinguishing individual-level managerial literacy from firm-level capabilities, this study provides a theoretically bounded explanation of how marketing capabilities are transformed into adaptive routines and business resilience in resource-constrained MSMEs.
Co-Authors Ade Tiara Yulinda Ermy Wijaya Nora Veronika Pefriyadi Pefriyadi