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p-Index From 2021 - 2026
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All Journal International Journal of Travel, Hospitality and Events Journal of Social Service and Empowerment
Anik Yuniati
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Humanities Decision Sciences, Operations Research & Management Education Languange, Linguistic, Communication & Media Social Sciences Transportation Other

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Marketing Strategy at Hotel Sentral Cawang, East Jakarta Anik Yuniati; Yulianti; Jaja Miharja; Mita Purnamasari; Felmiwati Sendow
International Journal of Travel, Hospitality and Events Vol. 2 No. 2 (2023): International Journal of Travel, Hospitality and Events
Publisher : The Postgraduate School of Tourism Sahid Polytechnic

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56743/ijothe.v2i2.259

Abstract

Purpose:  This study aims to analyze the marketing strategy at Hotel Sentra Cawang, East Jakarta and To find out the marketing strategy at Hotel Sentral Cawang East Jakarta. Research methods: This study uses a qualitative approach to determine the SWOT analysis on the strategy marketing at the Central Cawang Hotel, East Jakarta. This tool compiles the company's strategic factors and uses a matrix TOWS or SWOT matrix and internal and external matrices. Results and discussion: From the identification of internal and external strategic factors, it is known that the position and profile of Hotel Sentral Cawang, East Jakarta, has a strong market competitive position in the industry. Hotel Sentral Cawang, East Jakarta, must improve product quality, facilities, service, and distribution. Implication: To find out the condition of the Central Cawang Hotel strategically based on SWOT analysis. Then, according to the SWOT Matrix, determine a marketing strategy with 7P marketing (Product, Price, Place, Promotion, People, Physical Evidence, Process). This research was tested using SWOT analysis by identifying internal and external factors and then formulated in the Cartesian diagram, Internal and External Matrix, and SWOT Matrix. The position of Hotel Sentral Cawang, East Jakarta, on the results of the Cartesian Diagram Analysis, is in Cell 1, in a growth and development position, which is a substantial market competitive position. In the SWOT Matrix, Hotel Sentral Cawang, East Jakarta, can use four alternative strategies: the So, Wo, ST, and WT strategies.   Keywords: SWOT Analysis, SWOT Matrix, Marketing Strategy
Persona Branding in Building Customer-Based Brand Equity (CBBE) at Gibly Themed Cafe Giyanti Coffee Roastery Menteng Yulianti; Anik Yuniati
International Journal of Travel, Hospitality and Events Vol. 4 No. 3 (2025): International Journal of Travel, Hospitality and Events
Publisher : The Postgraduate School of Tourism Sahid Polytechnic

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56743/ijothe.v4i3.640

Abstract

Objective: This study aims to analyze the role of branding personas in building brand experience and consumer loyalty at the Giyanti thematic cafe that carries the concept of the Studio Ghibli anime world in the midst of intense competition in the cafe business and changes in consumer behavior that increasingly prioritize emotional experiences, it is important for businesses to understand how branding elements can shape customer perceptions and attachments. Research Method: descriptive qualitative approach with direct observation method, social media observation, and SWOT analysis based on Customer-Based Brand Equity (CBBE) theory which includes four dimensions: brand awareness, brand meaning, brand response, and brand resonance. Results and Discussion: The results showed that although Giyanti Cafe succeeded in creating an imaginative and visually appealing thematic atmosphere, there were still weaknesses in building strong awareness, consistent service response, and active community involvement. Brand meaning is formed through nostalgic ambience and atmospheric differentiation, but has not been followed by a sustainable marketing strategy and customer loyalty. This research recommends strengthening storytelling, community collaboration, and a more consistent content and service strategy as important steps in increasing brand resonance and creating loyal customers. Implication: Based on the analysis of CBBE dimensions, Kafe Giyanti can improve the effectiveness of its brand persona by: a). Strengthening scheduled digital campaigns and consistent storytelling to build awareness and meaning. b). Improving customer service quality through staff training and monitoring operational standards. c). Creating loyalty programs and active communities to strengthen brand resonance. d). Establishing collaborations with thematic communities, such as anime, vintage, or local creator communities, so that the brand has an influential social network. Thus, Kafe Giyanti is not only present as a momentary thematic cafe, but as a space of emotion, consumer identity and community interaction that has long-term durability in the midst of a dynamic market.
Inovasi Pangan Lokal Nuget Talas sebagai Upaya Strategis untuk Mengentaskan Stunting di Desa Katulampa Yulianti; FX Setiyo Wibowo; Anik Yuniati; Ria Aryani; Dini Murniaty
Journal of Social Service and Empowerment Vol. 2 No. 1 (2025): Journal of Social Service and Empowerment (JOSSE)
Publisher : Politeknik Sahid

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56743/josse.v2i1.451

Abstract

Stunting masih menjadi masalah serius yang dihadapi anak-anak di Desa Katulampa, Bogor, dengan salah satu penyebab utamanya adalah pola makan yang tidak sehat. Dampak stunting meliputi penurunan kemampuan kognitif, rendahnya IQ, dan kurangnya fokus akibat gangguan perkembangan otak dan neurologis. Untuk mengatasi permasalahan ini, tim dosen Politeknik Sahid melaksanakan program pendampingan dan penyuluhan bagi para ibu dengan anak stunting. Program ini menggunakan metode Sokratik-Demonstrasi yang efektif dalam menyampaikan informasi dan keterampilan secara interaktif dan visual. Penyuluhan ini berfokus pada pembuatan inovasi nugget talas dengan campuran ayam, yang dirancang sebagai alternatif sehat dan bergizi untuk anak-anak yang menyukai makanan cepat saji. Melalui metode ini, peserta tidak hanya mendapatkan pemahaman teoritis tetapi juga praktik langsung yang memotivasi mereka untuk mencoba resep di rumah masing-masing. Nugget talas diharapkan dapat meningkatkan nafsu makan anak sekaligus memenuhi kebutuhan gizi yang penting untuk pertumbuhan mereka. Dengan program ini, diharapkan prevalensi stunting dapat menurun secara bertahap melalui pengenalan variasi olahan pangan yang sehat dan inovatif. Artikel ini memberikan wawasan praktis yang dapat dijadikan referensi dalam penelitian maupun pengabdian di daerah lain untuk mendukung penanganan stunting.
Co-Authors Dini Murniaty Felmiwati Sendow FX Setiyo Wibowo Jaja Miharja Mita Purnamasari Ria Aryani Yulianti