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All Journal Jurnal Media Wahana Ekonomika Journal of Economic, Bussines and Accounting (COSTING) EQIEN - JURNAL EKONOMI DAN BISNIS Jurnal Samudra Ekonomi dan Bisnis Lumbung Inovasi: Jurnal Pengabdian Kepada Masyarakat Studi Akuntansi, Keuangan, dan Manajemen
Tambaru, Rachman
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Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Social Sciences

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Peningkatan Kunjungan Wisata Desa Melalui Pendampingan Penguatan 3a Wisata Di Desa Masaingi Sutomo, Maskuri; Syamsuddin, Syamsuddin; Asngadi, Asngadi; Tambaru, Rachman; Palawa, Riswandi
Lumbung Inovasi: Jurnal Pengabdian kepada Masyarakat Vol. 9 No. 4 (2024): December
Publisher : Lembaga Penelitian dan Pemberdayaan Masyarakat (LITPAM)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36312/linov.v9i4.2293

Abstract

Kegiatan pengabdian kepada masyarakat ini bertujuan untuk mendukung pengembangan potensi wisata Desa Masaingi melalui peningkatan kapasitas masyarakat, khususnya Kelompok Sadar Wisata (Pokdarwis). Desa Masaingi memiliki berbagai potensi wisata alam, budaya, dan agrowisata yang belum dikembangkan secara optimal. Metode yang digunakan dalam kegiatan ini adalah pendekatan Design Thinking dan konsep "3A" (Atraksi, Amenitas, Aksesibilitas) untuk mengidentifikasi dan merancang strategi pengelolaan wisata secara partisipatif. Hasil dari kegiatan ini menunjukkan bahwa terjadi peningkatan kapasitas pengelola Desa Wisata Masaingi yaitu Kelompok Sadar Wisata (Pokdarwis) dalam perencanaan dan pengelolaan Desa Wiaata Masaingi dapat menjadi destinasi wisata unggulan yang berkelanjutan. Selain itu semakin terjalin kolaborasi antara pemerintah desa, masyarakat, Bumdes, Pokdarwis dan dan pihak eksternal seperti perguruan tinggi dalam mengelola Desa Wisata Masaingi. Pada akhinya pendampingan yang dilakukan tim pengabdian adalah terjadinya peningkatan jumlah kunjungan wisata ke Desa Wisata Masaingi sebesar 45 persen selama 2 bulan pasca pendampingan. Increasing Village Tourism Visits Through 3a Tourism Strengthening Assistance in Masaingi Village Abstract This community service activity aims to support the development of Masaingi Village's tourism potential through increasing community capacity, especially the Tourism Awareness Group (Pokdarwis). Masaingi Village has various natural, cultural and agrotourism potentials that have not been developed optimally. The method used in this activity is the Design Thinking approach and the "3A" concept (Attractions, Amenities, Accessibility) to identify and design participatory tourism management strategies. The results of this activity show that there has been an increase in the capacity of the Masaingi Tourism Village management, namely the Tourism Awareness Group (Pokdarwis), in planning and managing the Masaingi Wiaata Village so that it can become a leading sustainable tourist destination. Apart from that, there is increasingly collaboration between the village government, community, Bumdes, Pokdarwis and external parties such as universities in managing the Masaingi Tourism Village. In the end, the assistance provided by the service team resulted in an increase in the number of tourist visits to the Masaingi Tourism Village by 45 percent during the 2 months following the assistance.
PERAN EMOTIONAL CONTENT MARKETING PADA INSTAGRAM TRIDEA HILLS DALAM MEMBANGUN BRAND AWARENESS Haliza, Siti Nur; Sutomo, Maskuri; Adam, Rosida Panuki; Tambaru, Rachman
Journal of Economic, Bussines and Accounting (COSTING) Vol 7 No 6 (2024): COSTING : Journal of Economic, Bussines and Accounting
Publisher : Institut Penelitian Matematika, Komputer, Keperawatan, Pendidikan dan Ekonomi (IPM2KPE)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31539/costing.v7i6.13936

Abstract

ABSTRAK Penelitian ini bertujuan untuk menganalisis strategi emotional content marketing yang diterapkan Tridea Hills melalui Instagram dalam meningkatkan brand awareness. Studi ini mengeksplorasi bagaimana fitur-fitur Instagram seperti Reels, Stories, dan Feeds digunakan untuk menciptakan keterlibatan emosional dan memperkuat kesadaran merek di kalangan audiens. Penelitian ini menggunakan metode deskriptif kualitatif dengan pengumpulan data melalui wawancara terstruktur, observasi, dan analisis konten akun Instagram Tridea Hills. Hasil penelitian menunjukkan bahwa konten emosional, seperti visualisasi suasana relaksasi dan pemandangan estetis, berhasil meningkatkan interaksi dengan audiens dan mendorong jangkauan merek secara organik. Strategi ini membawa audiens melalui tahapan piramida brand awareness, dari tidak sadar (unaware of brand) hingga pengenalan merek (brand recognition). Peningkatan jumlah pengunjung Instagram dari 5.004 menjadi 63.081 dalam kurun waktu empat bulan menunjukkan efektivitas pendekatan ini. Temuan penelitian menggarisbawahi pentingnya storytelling dan konten berbasis emosi dalam menciptakan keterlibatan konsumen yang berdampak langsung pada kesadaran merek. Meskipun demikian, penelitian ini memiliki keterbatasan pada cakupan platform yang hanya berfokus pada Instagram dan durasi studi yang relatif singkat. Dengan hasil ini, penelitian menyimpulkan bahwa emotional content marketing dapat menjadi strategi efektif untuk membangun brand awareness, terutama bagi usaha lokal dalam menghadapi persaingan di era digital. Penelitian lanjutan direkomendasikan untuk mengeksplorasi lintas platform dan dampak jangka panjang dari strategi ini.
Analisis Promosi Dalam Meningkatkan Minat Pembelian di PT Bumi Nyiur Swalayan Kasim, Abdul Farid; Rombe, Elimawaty; Muzakir, Muzakir; Tambaru, Rachman
Jurnal Media Wahana Ekonomika Vol. 21 No. 4 (2025): Jurnal Media Wahana Ekonomika, Januari 2025
Publisher : Universitas PGRI Palembang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31851/jmwe.v21i4.15440

Abstract

ABSTRAK   Dunia bisnis yang semakin kompetitif menjadikan kegiatan promosi memegang peranan penting dalam menarik perhatian konsumen dan mendorong mereka untuk melakukan pembelian. Tujuan penelitian ini adalah untuk mengevaluasi efektivitas strategi promosi dalam meningkatkan minat pembelian di PT Bumi Nyiur Swalayan. Penelitian ini menggunakan metode deskriptif dengan pendekatan kualitatif, melibatkan Data dikumpulkan melalui penyebaran kuesioner kepada konsumen yang berbelanja di PT Bumi Nyiur Swalayan. Hasil penelitian menunjukkan bahwa promosi memiliki peran vital dalam mendorong kesuksesan penjualan produk. Kombinasi promosi offline dan online yang diterapkan, seperti pemasangan spanduk dan promosi melalui media sosial, terbukti efektif meningkatkan minat beli konsumen. Promosi offline memberikan pengalaman langsung kepada konsumen, sementara promosi online memperluas jangkauan pasar. Strategi ini tidak hanya meningkatkan penjualan, tetapi juga memperkuat loyalitas konsumen terhadap PT Bumi Nyiur Swalayan. Kata Kunci: Promosi, Minat Pembelian, Strategi Pemasaran, PT Bumi Nyiur Swalayan   ABSTRACT   The increasingly competitive business world makes promotional activities crucial in attracting consumer attention and encouraging purchases. The purpose of this study is to evaluate the effectiveness of promotional strategies in increasing purchase interest at PT Bumi Nyiur Swalayan. This research uses a descriptive method with a qualitative approach. Data was collected through the distribution of questionnaires to consumers shopping at PT Bumi Nyiur Swalayan. The results of the study show that promotion plays a vital role in driving product sales success. The combination of offline and online promotions, such as banner placements and social media promotions, has proven effective in boosting consumer purchase interest. Offline promotions provide consumers with a direct experience, while online promotions expand market reach. This strategy not only increases sales but also strengthens consumer loyalty to PT Bumi Nyiur Swalayan. Keywords : Promotions, Purchase Interest, Marketing Strategy, PT Bumi Nyiur Swalayan
Transformasi Penjualan Produk Melalui Strategi Pemasaran Berbasis SWOT Pada UMKM Ayulala Bakery Kota Palu Palembangan, Adinda Yuni; Fadjar, Adifiyani; Bachri, Syamsul; Tambaru, Rachman
Jurnal Media Wahana Ekonomika Vol. 22 No. 1 (2025): Jurnal Media Wahana Ekonomika, April 2025
Publisher : Universitas PGRI Palembang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31851/jmwe.v22i1.17527

Abstract

ABSTRAK Penelitian ini bertujuan untuk mengeksplorasi penerapan strategi pemasaran berdasarkan analisis SWOT untuk mentransformasikan penjualan produk di Ayulala Bakery secara signifikan dan mempertahankan eksistensinya di tengah persaingan yang semakin ketat. Penelitian ini menggunakan pendekatan deskriptif kualitatif dengan menggunakan observasi, wawancara, dan dokumentasi untuk pengumpulan data. Wawancara dilakukan langsung dengan pemilik Ayulala Bakery sebagai sumber informasi utama. Hasil penelitian menunjukkan bahwa Ayulala Bakery berada pada posisi Kuadran II analisis SWOT, dengan kekuatan internal yang relatif tinggi namun ancaman eksternal yang signifikan. Disarankan agar Ayulala Bakery melakukan strategi diversifikasi untuk memperluas pangsa pasar dengan memanfaatkan peluang seperti pengembangan produk, memperluas saluran pemasaran melalui platform digital, penghematan bahan baku untuk mengatasi inflasi, dan memperkenalkan produk yang berorientasi pada tren konsumen. Strategi-strategi tersebut diharapkan dapat mendorong transformasi penjualan produk dan mempertahankan posisi pasar yang kompetitif. Kata Kunci: Strategi Pemasaran, Analisis SWOT,UMKM.   ABSTRACT This study aims to explore the implementation of a marketing strategy based on SWOT analysis to significantly transform product sales at Ayulala Bakery and maintain its existence amidst increasing competition. The research employs a descriptive qualitative approach, utilizing observation, interviews, and documentation for data collection. Interviews were conducted directly with the owner of Ayulala Bakery as the primary source of information. The results indicate that Ayulala Bakery is positioned in Quadrant II of the SWOT analysis, with relatively high internal strengths but significant external threats. It is recommended that Ayulala Bakery adopt a diversification strategy to expand market share by leveraging opportunities such as product development, expanding marketing channels through digital platforms, saving raw materials to address inflation, and introducing consumer trend-oriented products. These strategies are expected to drive product sales transformation and maintain competitive market positioning. Keywords : Marketing Strategy, SWOT Analysis, MSEMs.
Pembelian Impulsif di Kalangan Gen Z saat Flash Sale: Peran Mediasi Emosi dan Peran Moderasi Adiksi Media Sosial Asriadi, Asriadi; Tambaru, Rachman; Evrianti, Hesti
Jurnal Samudra Ekonomi dan Bisnis Vol 16 No 2 (2025): JSEB
Publisher : Fakultas Ekonomi dan Bisnis Universitas Samudra

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33059/jseb.v16i2.11010

Abstract

The study aims to explore the impact of flash sales that influence online impulse buying on ​​Gen Z, by placing emotions as a mediating variable and social media addiction as a moderating variable. Data collection was carried out using a purposive sampling technique, on 120 Gen Z people domiciled in Palu City. Data analysis processing utilized structural equation modeling (SEM) techniques processed through Smart PLS. Based on the results, it was revealed that flash sales showed a positive and significant relationship both on emotions and on online impulsive buying, while emotions showed a positive and significant impact on online impulsive buying. Furthermore, emotions were shown not to provide a significant mediating effect between social media addiction and online impulsive buying; meanwhile, social media addiction was shown to significantly moderate the effect of flash sales on online impulsive buying.
Pengaruh Kualitas Layanan dan Citra Merek dalam Meningkatkan Kepuasan Tamu Hotel Santika Andriani, Novi; Fadjar, Adfiyani; Muzakir, Muzakir; Tambaru, Rachman
Studi Akuntansi, Keuangan, dan Manajemen Vol. 5 No. 1 (2025): Juli
Publisher : Penerbit Goodwood

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35912/sakman.v5i1.4243

Abstract

Purpose: This research aims to determine the effect of service quality and brand image on increasing guest satisfaction at Hotel Santika Palu. Methodology: The population in this study were visitors who stayed at the Hotel Santika Palu, the sampling technique was nonprobability sampling using Purposive sampling, the final sample was 90 respondents. This study used a quantitative approach method. Multiple linear regression analysis test was used in this study using the spss application version 24.0 Results: These results indicate that service quality and brand image have a positive and significant effect on increasing customer satisfaction, service quality has a positive and significant effect on increasing customer satisfaction and brand image has a positive and significant effect on increasing customer satisfaction. Thus, increasing both variables has the potential to strengthen guest satisfaction and increase their chances of returning to stay at Hotel Santika Palu in the future. Conclusion: The study concludes that service quality and brand image are critical factors in improving guest satisfaction. Strengthening these elements can enhance guest experiences and loyalty, which is essential for maintaining competitive advantage in the hospitality industry. Limitations: The limitation of this research is that it was only conducted at one hotel, namely Hotel Santika Palu, so the results cannot be generalized to other hotels with different characteristics or in different locations. Contribution: This research has implications for the importance of improving service quality and strengthening brand image as the main strategy in efforts to increase guest satisfaction.
PENGARUH DIGITAL MARKETING TERHADAP KEPUTUSAN PEMBELIAN DIMEDIASI OLEH WORD OF MOUTH PADA PRODUK SKINCARE NEWFIVEZ idiljan, Desri komala sari; Nuriya Santi, Ira; Zahara, Zakiyah; Tambaru, Rachman
Eqien - Jurnal Ekonomi dan Bisnis Vol 14 No 03 (2025): Journal Of Economics and Business
Publisher : Fakultas Ekonomi dan Bisnis Universitas Islam DR KH EZ Mutaqien

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34308/eqien.v14i03.2194

Abstract

This study aims to determine the effect of Digital Marketing on purchasing decisions for Newfivez skincare products in Palu City which is mediated by Word of Mouth. This study uses a quantitative approach with a survey method through distributing questionnaires to 100 Newfivez consumers. Data analysis was carried out using the Structural Equation Modeling (SEM) method based on Partial Least Square (PLS) with the help of SmartPLS 4.1 software. The results showed that Digital Marketing has a positive and significant effect on Word of Mouth, and Word of Mouth has a significant effect on purchasing decisions. In addition, Word of Mouth is proven to mediate the relationship between Digital Marketing and purchasing decisions. These findings suggest that proper implementation of Digital Marketing can drive purchasing decisions indirectly through increasing Word of Mouth among consumers.
Co-Authors Adfiyani Fadjar Asngadi Asngadi Asriadi Asriadi Elimawaty Rombe Fadjar, Adifiyani Haliza, Siti Nur Hesti Evrianti idiljan, Desri komala sari IRA NURIYA SANTI Kasim, Abdul Farid Maskuri Sutomo Muzakir Novi Andriani, Novi Palawa, Riswandi Palembangan, Adinda Yuni Rosida P. Adam Syamsuddin Syamsuddin Syamsul Bachri Zakiyah Zahara