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All Journal EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis Warta Pariwisata
Setiawan, Nisa Aulia Nur
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Civil Engineering, Building, Construction & Architecture Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Energy Environmental Science Social Sciences Transportation Other

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Market Penetration As A Proposed Marketing Strategy: Case Of PT. Atourin Teknologi Nusantara Setiawan, Nisa Aulia Nur; Wandebori, Harimukti
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.v13i1.7545

Abstract

Indonesia’s tourism industry has great potential for economic growth, driven by its natural and cultural richness and the increasing adoption of digital platforms, which are increasingly being introduced. As one of the players in the industry, PT Atourin Teknologi Nusantara (Atourin) faces challenges in increasing brand awareness and attracting travelers to use their services, which offer a variety of local attractions. This study aims to identify Atourin’s target market, explore the factors influencing brand awareness and purchase intention, and propose effective marketing strategies to increase Atourin’s presence. A mixed methodology with qualitative and quantitative approaches was conducted, combining interviews and questionnaire distribution. Data analysis used clustering to group the identified market segment, then findings of external and internal analysis using SWOT, TOWS matrix, and Ansoff matrix. Based on the findings, it is known that Atourin, as a technology-based startup in the tourism industry, certainly has strengths in the field of tourism technology and knowledge. Unfortunately, the level of awareness of the Atourin brand in the local tourist market is still low. This study recommends market penetration that focus on increasing market share with existing products in existing markets through the use of social media, increasing customer retention through loyalty programs, and strategic collaborations to strengthen Atourin’s market position and drive business growth in Indonesia’s digital tourism industry.
DAMPAK KEBIJAKAN VISA ON ARRIVAL (VOA) DAN BEBAS VISA KUNJUNGAN (BVK) TERHADAP ASPEK SOSIAL-BUDAYA INDONESIA Nurfara, Najma Afifa; Setiawan, Nisa Aulia Nur; Putra, Dzaky Huda Ari Sumenang; Radyahadi, M. Fadhlan; Izzati J, Athiyyah
Warta Pariwisata Vol 22 No 1 (2024):
Publisher : Pusat Perencanaan dan Pengembangan Kepariwisataan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.5614/wpar.2024.22.1.02

Abstract

The Indonesian government has implemented Visa on Arrival (VoA) and Visa-Free Visit (BVK) policies. These facilities make it easier for prospective international tourists to explore Indonesia and can have both positive and negative impacts within its scope. This research is depicted through phenomena using a qualitative descriptive design and data collection through reports, news, and other supporting documents via literature study. The interaction between international tourists and local communities can lead to friction resulting in criminal acts. This can undermine Indonesia's resilience and security in socio-cultural aspects. Many criminal acts have been committed by international tourists, including an incident where a female foreign national disrupted a traditional Balinese dance performance and was not wearing clothing.
Co-Authors Harimukti Wandebori Izzati J, Athiyyah Nurfara, Najma Afifa Putra, Dzaky Huda Ari Sumenang Radyahadi, M. Fadhlan