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All Journal Jurnal Pengabdian Kolaborasi dan Inovasi IPTEKS Dinamika Publik: Jurnal Manajemen dan Administrasi Bisnis An International Journal Tourism and Community Review Harmony Management: International Journal of Management Science and Business
Galuh Ajeng Ayuningtiyas
Unknown Affiliation
Agriculture, Biological Sciences & Forestry Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Social Sciences

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Visitor Growth Strategies: Evaluating the Effectiveness of Tourism Marketing at Kebun Raya Mangrove Surabaya Galuh Ajeng Ayuningtiyas; Muhammad Khairul Anwar; Dian Ferriswara; Liling Listyawati; Damajanti Sri Lestari
An International Journal Tourism and Community Review Vol. 2 No. 2 (2025): June : An International Journal Tourism and Community Review
Publisher : Akademi Kesejahteraan Sosial Ibu Kartini Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.69697/tourcom.v2i2.281

Abstract

Kebun Raya Mangrove (KRM) Surabaya is the first thematic botanical garden in Indonesia that focuses specifically on the mangrove ecosystem. It serves multiple functions, including conservation, education, research, and recreation. With its ecological uniqueness, KRM has strong potential to develop into a prominent ecotourism destination. However, post-pandemic conditions have seen a significant decline in visitor numbers, indicating the urgent need for more effective and targeted marketing strategies. This study aims to identify and evaluate marketing strategies that can enhance tourist interest and increase visitation to KRM Surabaya. The research adopts a descriptive method with a qualitative approach by collecting both primary data (through observations and interviews) and secondary data, which are then analyzed thematically. The findings indicate that KRM is currently facing several critical challenges, including limited accessibility, inadequate digital promotion, and environmental maintenance issues. Existing marketing efforts—such as affordable ticket pricing, minimal promotion via the official social media accounts of the Food Security and Agriculture Service, and limited collaboration with local SMEs—have not successfully expanded KRM’s market reach or visibility. To address these gaps, the study recommends a comprehensive marketing strategy that includes the optimization of digital marketing through official KRM-managed social media channels, strategic partnerships with ecotourism influencers, the organization of thematic events (e.g., mangrove festivals), and the innovation of mangrove-based products that can boost local identity and visitor engagement. By implementing these strategies, KRM is expected to strengthen its destination branding, attract a broader audience, and establish itself as a leading model for sustainable tourism in Surabaya and beyond.
Pengaruh Bauran Komunikasi Pemasaran terhadap Keputusan Pembelian Batu Tela: pada UMKM Material Bangunan di Kabupaten Jayapura Supriyanto Supriyanto; Dian Ferriswara; Sarwani Sarwani; Galuh Ajeng Ayuningtiyas
Dinamika Publik: Jurnal Manajemen dan Administrasi Bisnis Vol. 3 No. 3 (2025): Jurnal Manajemen dan Administrasi Bisnis
Publisher : Politeknik Kampar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59061/dinamikapublik.v3i3.1158

Abstract

This study was conducted with the aim of identifying the extent to which the marketing communication mix influences the purchasing decisions of Batu Tela products in building material MSMEs operating in Jayapura Regency. The marketing communication mix examined in this study includes five main elements, namely advertising, sales promotion, publicity, personal selling, and direct marketing. These five elements are considered important factors that can influence how consumers recognize, evaluate, and ultimately make decisions to purchase the products offered. The research method used is a quantitative approach with a survey technique. The research respondents were 60 consumers selected with the criteria of having purchased Batu Tela products at least once in the last six months. The collected data were then analyzed using multiple linear regression methods to determine the relationship and influence of each marketing communication element on purchasing decisions. The results of the study indicate that all five marketing communication elements have been proven to have a significant influence on consumer purchasing decisions. This confirms that the marketing communication strategy designed and implemented by MSMEs plays an important role in building positive consumer perceptions and encouraging purchase transactions. Of all the variables studied, sales promotion emerged as the dominant factor that most strongly influenced consumer decisions. Incentives in the form of price cuts, discounts, and special offers are considered more effective in attracting consumer attention and interest than other elements. This finding provides practical implications: MSMEs need to design more integrated marketing communications strategies, emphasizing creative and sustainable sales promotion programs. Furthermore, this research opens up opportunities for further research by expanding the variables, particularly internal consumer factors that can influence decision-making.
The Influence of Price, Product Quality, and Promotion on Consumer Purchase Intention in Lamongan Ikat Weaving Products in the Modern Market Agus Prasetiyo; Andry Herawati; Galuh Ajeng Ayuningtiyas
Dinamika Publik: Jurnal Manajemen dan Administrasi Bisnis Vol. 3 No. 3 (2025): Jurnal Manajemen dan Administrasi Bisnis
Publisher : Politeknik Kampar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59061/dinamikapublik.v3i3.1159

Abstract

Lamongan ikat weaving is a local cultural heritage that has artistic and cultural value, as well as high economic potential. However, in the increasingly competitive modern market, this traditional product faces challenges in attracting consumer interest. This study aims to analyze the influence of price, product quality, and promotional activities on consumer purchase intentions of Lamongan ikat weaving marketed through modern channels, such as shopping centers, fashion boutiques, and e-commerce platforms. The study used a quantitative approach with data collection through a Likert scale questionnaire that has been tested for validity and reliability. A total of 100 respondents were obtained using a cluster random sampling technique. Data analysis was carried out using multiple linear regression, supported by classical assumption tests and hypothesis testing through partial (t-test) and simultaneous (F-test) tests. The results showed that the variables of price, product quality, and promotion simultaneously had a significant effect on consumer purchase intentions (p = 0.000). However, only product quality was proven to have a significant effect (p = 0.000), while price and promotion did not show a significant effect (p = 0.214 and p = 0.257, respectively). The adjusted R² value of 0.379 indicates that 37.9% of the variance in consumer purchase intention can be explained by the three independent variables, while the remainder is influenced by other factors outside this study. This finding confirms that product quality is the dominant factor driving consumer purchase intention for Lamongan ikat weaving. Therefore, business actors are advised to prioritize quality improvement through quality control and design innovation, as well as developing more targeted, creative promotional strategies that are in line with the preferences of modern market consumers. Thus, Lamongan ikat weaving will not only be able to maintain its existence but also have a great opportunity to develop in the contemporary creative and fashion industries.
Influence of Product Quality, Price, and Promotion on Gacoan Noodle Consumers’ Purchase Decisions (Ngagel Surabaya) Yuweldi Azhari; Dian Ferriswara; Sarwani Sarwani; Galuh Ajeng Ayuningtiyas
Dinamika Publik: Jurnal Manajemen dan Administrasi Bisnis Vol. 3 No. 3 (2025): Jurnal Manajemen dan Administrasi Bisnis
Publisher : Politeknik Kampar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59061/dinamikapublik.v3i3.1160

Abstract

This study investigates the impact of product quality, price, and promotion on consumer purchasing decisions at Mie Gacoan, Ngagel branch, Surabaya. A quantitative research design was adopted, utilizing a survey method with purposive sampling targeting consumers who had made at least one purchase within the previous three months. Following Hair et al.’s recommendation of using ten times the number of measurement indicators, a total of 150 respondents were selected. Data were collected using structured questionnaires encompassing variables related to product quality, price, promotion, and purchasing decisions, and were analyzed using multiple linear regression with SPSS software. The findings reveal that product quality, price, and promotion all exert significant individual and simultaneous effects on purchasing decisions, with a coefficient of determination (R²) of 0.911. Among these factors, promotion demonstrated the strongest influence, followed by product quality and price. These results underscore the critical role of innovative promotional strategies, particularly those leveraging digital and social media platforms, in shaping the purchasing behavior of young consumers, who represent the predominant customer segment. Additionally, maintaining consistent product quality and ensuring competitive pricing remain key to fostering consumer trust and encouraging repeat purchases. The study recommends that Mie Gacoan enhance promotional innovation, sustain product quality standards, and implement competitive pricing strategies to strengthen its market position. Future research should integrate customer satisfaction and loyalty as additional variables and adopt advanced analytical approaches, such as Structural Equation Modeling (SEM), to capture the complexity of consumer behavior dynamics in the fast-food industry more comprehensively.
Workload and Stress: Their Effects on Job Satisfaction at PT. Inhutani I Umi Gresik Dian Ferriswara; Listin Anggraini; Galuh Ajeng Ayuningtiyas; Anita Asnawi
Harmony Management: International Journal of Management Science and Business Vol. 2 No. 3 (2025): International Journal of Management Science and Business
Publisher : International Forum of Researchers and Lecturers

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70062/harmonymanagement.v2i3.357

Abstract

This study examines the impact of workload and work stress on employee job satisfaction at PT Inhutani I UMI Gresik, a wood-processing company operating under Perum Perhutani. The research employed a quantitative design with an associative (causal) approach to identify the extent to which workload and stress contribute to variations in job satisfaction. Data were collected through questionnaires distributed to 48 employees selected using a simple random sampling method. The analytical process involved validity and reliability testing, classical assumption tests, multiple linear regression, as well as t-tests, F-tests, and the coefficient of determination (R²). The results indicate that workload and work stress, when considered simultaneously, have a significant influence on job satisfaction. However, partial testing revealed that workload did not exert a significant effect, while work stress had a statistically significant negative impact on satisfaction. Regression analysis further demonstrated that work stress emerged as the dominant predictor, accounting for a larger proportion of variance compared to workload, as reflected by the higher beta coefficient and partial determination value. These findings suggest that while workload may serve as a motivator when maintained within reasonable limits, unmanaged stress arising from role ambiguity, conflicting demands, and organizational pressures significantly undermines job satisfaction. The study underscores the importance of stress management strategies within organizations, particularly in high-demand industries such as forestry and wood processing. Practical implications include the need for supportive leadership, effective communication, realistic target-setting, and the implementation of employee assistance programs. By addressing stress more effectively, organizations can enhance employee well-being, foster greater job satisfaction, and ultimately improve overall organizational performance.
Pendampingan PENDAMPINGAN DALAM MENINGKATKAN DAYA SAING DESA WISATA PONOKAWAN DI KECAMATAN KRIAN KABUPATEN SIDOARJO Fedianty Augustinah; Herawati, Andry; Listyawati, Liling; Galuh Ajeng Ayuningtiyas; Damajanti Sri Lestari
Jurnal Pengabdian Kolaborasi dan Inovasi IPTEKS Vol. 3 No. 5 (2025): Oktober
Publisher : CV. Alina

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59407/jpki2.v3i5.3142

Abstract

Kegiatan pengabdian kepada masyarakat ini bertujuan untuk meningkatkan daya saing Desa Wisata Ponokawan di Kecamatan Krian, Kabupaten Sidoarjo melalui pendampingan kepada BUMDes Ponokawan Sejahtera dalam bidang pemasaran dan manajemen. Permasalahan utama yang dihadapi meliputi lemahnya branding desa, minimnya pemanfaatan digital marketing, serta keterbatasan sumber daya manusia dalam pengelolaan promosi. Metode pelaksanaan dilakukan secara partisipatif melalui analisis potensi desa, pelatihan pembuatan konten digital, pengembangan identitas desa wisata, serta optimalisasi media sosial dan website resmi sebagai sarana promosi. Selain itu, dilakukan pendampingan tata kelola BUMDes dan pengembangan produk wisata berbasis potensi lokal. Hasil kegiatan menunjukkan peningkatan kapasitas pengelola desa wisata dalam menerapkan strategi pemasaran digital melalui pembuatan akun media sosial seperti Instagram dan TikTok, serta penggunaan media promosi fisik seperti neon box. Pendampingan ini berhasil memperkuat citra Desa Wisata Ponokawan sebagai destinasi eduwisata berbasis kearifan lokal dan berpotensi meningkatkan kunjungan wisatawan serta kesejahteraan masyarakat desa.
Co-Authors Agus Prasetiyo Andry Herawati Anita Asnawi Damajanti Sri Lestari Fedianty Augustinah Ferriswara, Dian Liling Listyawati Listin Anggraini Listyawati, Liling Muhammad Khairul Anwar Sarwani Sarwani Supriyanto Supriyanto Yuweldi Azhari