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All Journal Jurnal Ilmu Administrasi Bisnis E-Journal of Tourism
Tamami, Ari Ahmad
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Arts Humanities Economics, Econometrics & Finance

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Pengaruh Social Media Marketing dan Brand Image Terhadap Keputusan Berkunjung Ke Desa Wisata Sidomulyo Di Kabupaten Jember Tamami, Ari Ahmad; Handini, Yuslinda Dwi; Karyadi, Hari
Jurnal Ilmu Administrasi Bisnis Vol 13, No 3 (2024)
Publisher : Universitas Diponegoro

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14710/jiab.2024.43223

Abstract

Abstract: Tourism is one of the potentials to improve the economy in the regions, one of which is in Jember district. Jember has a variety of tourism in it, one of which is the Tourism Village (Deswita) Sidomulyo is a tourist village based on educational, natural and cultural tourism. Competition in the tourism industry over time is getting tighter, requiring Deswita Sidomulyo to carry out its marketing strategy through social media marketing (SMM). SMM is a marketing strategy using social media as its means. Brand image is needed in a tourist destination. Brand image is the consumer's perception of a brand. A positive brand image of tourism can influence tourists' visiting decisions. This study examines the influence of SMM and brand image on visiting decisions to Sidomulyo Tourism Village in Jember Regency. This research uses a quantitative approach. The population in this study were all visitors to Deswita Sidomulyo. The sampling technique used purposive sampling, with a sample of 130 respondents. This study distributes questionnaires directly to visitors and then analyzed using multiple linear regression. The results of this study indicate that SMM and brand image simultaneously influence visiting decisions. Partially, SMM affects visiting decisions, brand image affects visiting decisions.Keywords: social media marketing; brand image; visiting decisionAbstraksi: Pariwisata menjadi salah satu potensi untuk meningkatkan perekonomian didaerah-daerah salah satunya di kabupaten Jember. Jember memiliki beragam wisata didalamnya, salah satunya yaitu Desa Wisata (Deswita) Sidomulyo merupakan desa wisata berbasis wisata edukasi, alam dan budaya. Persaingan dalam industri pariwisata seiring waktu semakin ketat, mengharuskan Deswita Sidomulyo melakukan strategi pemasarannya melalui social media marketing (SMM). SMM merupakan strategi pemasaran menggunakan media sosial sebagai sarananya. Brand image dibutuhkan pada suatu destinasi wisata. Brand image merupakan persepsi konsumen pada suatu merek. Brand image yang positif dari wisata dapat mempengaruhi keputusan berkunjung wisatawan. Penelitian ini menguji pengaruh SMM dan brand image terhadap keputusan berkunjung ke Desa Wisata Sidomulyo di Kabupaten Jember. Penelitian ini menggunakan pendekatan kuantitatif. Populasi dalam penelitian ini adalah seluruh pengunjung Deswita Sidomulyo. Teknik penarikan sampel penelitian ini menggunakan purposive sampling, dengan sampel berjumlah 130 responden. Penelitian ini menyebarkan kuesioner secara langsung kepada pengunjung dan selanjutnya di analisis menggunakan regresi linier berganda. Hasil penelitian ini menunjukkan SMM dan brand image berpengaruh secara simultan terhadap keputusan berkunjung. Secara pasrsial SMM berpengaruh terhadap keputusan berkunjung, brand image berpengaruh terhadap keputusan berkujung.Kata kunci: social media marketing; brand image; keputusan berkunjung.
Stakeholder Collaboration in Tourism Village Branding: The Case of Gombengsari Handini, Yuslinda Dwi; Negoro, Abul Haris Suryo; Prabhawati, Adhiningasih; Yoseka, Jaymei; Tamami, Ari Ahmad; Muflikhin, Muhammad Nurul
E-Journal of Tourism Volume 12 Number 2 (September 2025)
Publisher : Centre of Excellence in Tourism Udayana University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24922/eot.v12i2.2195

Abstract

This study argues that cross-stakeholder co-creation, which aligns internal and external branding capabilities, is most effective in converting local assets into a coherent place brand; however, it is still limited by formalistic participation and institutional disharmony. Tourism village branding in Indonesia generally emphasizes promotion without integrating branding capabilities and co-creation, especially in the context of tourism villages. Therefore, we examined Gombengsari (Banyuwangi), which is based on coffee and Etawa goats, as a representative case. The research objective is to develop an integrated, co-creation-based lens to explain how assets are mobilized through the branding process to achieve economic outcomes and destination identity. Using a descriptive qualitative approach, data were collected through observation, documentation, interviews, and focus group discussions (FGDs) with the government and community (purposive–snowball sampling), coded in NVivo, and analyzed interactively. The findings reveal three key assets, including natural, institutional, and social, driven by top-down (tiered policies) and bottom-up (community participation and the slogan “Come–Feel–Enjoy–Stay”) processes. Two brief pieces of evidence: (1) the budget of the Tourism Awareness Group (Pokdarwis) of around Rp200 million/year limits funding for events and promotions; (2) a farm with ±200 Etawa goats produces ±300–500 liters/week, which has been successfully packaged as an educational experience. This article presents a co-creation ecosystem framework that integrates branding capabilities (both internal/external) and co-creation to enhance place branding and local economic benefits. Its limitations are its single case study and short temporal horizon, opening up space for comparative studies across destinations.
Co-Authors Abul Haris Suryo Negoro Handini, Yuslinda Dwi Karyadi, Hari Muflikhin, Muhammad Nurul Prabhawati, Adhiningasih Yoseka, Jaymei