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All Journal Journal of Innovation Research and Knowledge Jurnal Ilmiah Pariwisata dan Bisnis International Journal of Economics (IJEC) Brilliant International Journal of Management and Tourism
Ni Luh Gde Sari Dewi Astuti
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Humanities Economics, Econometrics & Finance Education Health Professions Law, Crime, Criminology & Criminal Justice Social Sciences

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Digital Marketing Synergy and Green Innovation: A New Paradigm of Marketing Management in Sustainability-Based Economic Development Lukitasari, Lenni; Ni Luh Gde Sari Dewi Astuti; Sofyan, Hady; Hartoto
International Journal of Economics (IJEC) Vol. 4 No. 2 (2025): July-December
Publisher : PT Inovasi Pratama Internasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55299/ijec.v4i2.1430

Abstract

Greenhope is a green technology-based company in Indonesia that focuses on developing environmentally friendly products, such as biodegradable plastics, in response to the global issues of sustainability and environmental pollution. In the context of modern marketing, companies like Greenhope face the challenge of innovating green and utilizing digital marketing strategies to shape positive consumer perceptions of sustainability values. This study aims to analyze the effect of synergy between digital marketing and green innovation on consumer perceptions of green brands as well as their impact on marketing performance and contribution to sustainability-based economic development. The research method used was quantitative explanatory with data collection techniques through questionnaires distributed online to consumers who know or use Greenhope products. Data analysis was performed using Structural Equation Modeling (SEM) based on Partial Least Squares (PLS). The results show that both digital marketing and green innovation have a significant and positive influence on consumers’ perceptions of green brands. Furthermore, perceptions of green brands have been shown to positively contribute to marketing performance and consumer perceptions of a company's sustainability commitment. In practice, these findings demonstrate the importance of integrating digital marketing strategies and green innovation to build a company's competitive position in the era of a sustainable economy. Companies are advised to consistently communicate green values ​​ through digital platforms to strengthen consumer loyalty and awareness of environmental issues
Pengaruh Harga Dan Kualitas Layanan Terhadap Kepuasan Tamu Pada Lereng Agung Restaurant Pratama, I Nengah Yoga; Made Arya Astina; Ni Luh Gde Sari Dewi Astuti
Jurnal Ilmiah Pariwisata dan Bisnis Vol. 4 No. 7 (2025): Jurnal Ilmiah Pariwisata dan Bisnis Juni 2025
Publisher : Institut Pariwisata dan Bisnis Internasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22334/paris.v4i5.1016

Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh harga dan kualitas layanan secara parsial dan simultan terhadap kepuasan tamu di Lereng Agung Restaurant. Lokasi penelitian ini di Lereng Agung Restaurant. Populasi dalam penelitian ini iadalah pengunjung yang makan dan minum di Lereng Agung Restaurant. Sampel yang digunakan dalam penelitian ini sebanyak 80 responden. Teknik analisis data yang digunakan dalam penelitian ini adalah Uji Asumsi Klasik, Anaisis Regresi Linier Berganda, Uji Koefisien Determinasi, Uji F dan Uji t. Dari hasil penelitian dapat dilihat bahwa secara simultan harga dan kualitas layanan berpengaruh signfikan terhadap kepuasan tamu, harga berpengaruh positif signifikan terhadap kepuasan tamu, kualitas layanan berpengaruh positif signifikan terhadap kepuasan tamu. Besarnya pengaruh harga dan kualitas layanan terhadap kepuasan tamu adalah 60%. Saran yang dapat diberikan peneliti adalah Lereng Agung Restaurant hendaknya membuat kebijakan harga yang sesuai dengan produk yang ditawarkan, meningkatkan kebersihan pada Restaurant, dengan selalu membersihkan Restaurant sebelum buka dan sesudah tutup dan selalu memberikan makanan dan minuman yang berkualitas, dengan cita rasa yang enak.
REGENERATIVE TOURISM MARKETING STRATEGY FOR SUSTAINABLE TOURISM VILLAGE DEVELOPMENT IN NUSA PENIDA Herry Windawaty; Ita Musfirowati Hanika; Iqbal Faza; Ni Luh Gde Sari Dewi Astuti
Journal of Innovation Research and Knowledge Vol. 5 No. 7 (2025): Desember 2025
Publisher : Bajang Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

Pariwisata Nusa Penida menghadapi tekanan akibat kunjungan massal yang memicu degradasi lingkungan, ketimpangan sosial, dan penurunan kualitas pengalaman wisata. Kondisi ini menuntut transformasi menuju pariwisata regeneratif, yaitu pendekatan yang tidak hanya berkelanjutan tetapi juga memulihkan ekosistem, budaya, dan kesejahteraan masyarakat. Penelitian ini bertujuan mengidentifikasi praktik regeneratif yang telah diterapkan di desa wisata, menganalisis strategi pemasaran yang berjalan, menelaah faktor pendukung dan penghambat, serta merumuskan model strategi pemasaran regeneratif yang sesuai konteks Nusa Penida. Metode penelitian menggunakan pendekatan kualitatif melalui studi kasus regeneratif dengan wawancara mendalam, observasi partisipatif, dan analisis dokumentasi. Hasil penelitian menunjukkan bahwa praktik regeneratif mulai tumbuh melalui konservasi terumbu karang, pelibatan masyarakat dalam kegiatan budaya, dan pengelolaan daya dukung lingkungan, meski penerapannya belum merata. Strategi pemasaran saat ini masih dominan pada promosi visual dan belum menonjolkan narasi regeneratif maupun edukasi wisatawan. Faktor pendukung mencakup kekuatan budaya, komitmen komunitas, dan keunikan ekologi, sedangkan faktor penghambat meliputi keterbatasan infrastruktur, kapasitas SDM, dan kebijakan yang kurang adaptif. Studi ini menyimpulkan bahwa model strategi pemasaran regeneratif ideal harus mengintegrasikan branding berbasis nilai lokal, paket wisata berbasis komunitas, edukasi wisatawan, serta mekanisme pemantauan dampak secara partisipatif melalui kolaborasi multistakeholder.
Experience-Based Tourism Marketing: Understanding Tourist Experiential Value in Sanur, Bali Wirawan, Putu; Ni Wayan Mega Sari Apri Yani; Ni Luh Gde Sari Dewi Astuti
Brilliant International Journal Of Management And Tourism Vol. 6 No. 2 (2026): Brilliant International Journal Of Management And Tourism
Publisher : Pusat Riset dan Inovasi Nasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/bijmt.v6i2.6902

Abstract

This study examines experience-based tourism marketing by understanding how experiential value is constructed among tourists in Sanur, Bali, as a mature coastal destination with strong cultural characteristics. The research addresses the problem that tourism marketing practices are still predominantly promotion-oriented and have not fully captured the holistic experience of tourists as a core value in destination marketing. Therefore, the objective of this study is to explore how experiential value is formed through the interaction between tourists and key destination elements. This research employs a qualitative interpretative approach, utilizing observation, in-depth interviews, and documentation involving tourists, tourism stakeholders, and local communities. Data were analyzed using thematic interpretative analysis to identify patterns and dimensions of tourist experiences. The findings reveal that experiential value is constructed through the interaction of four main elements: servicescape, local culture, social interaction, and marketing practices. Servicescape and local culture were found to be the most dominant factors influencing tourists’ positive experiences, while social interactions and informal marketing practices strengthened emotional attachment and destination perception. The study proposes a conceptual model expressed as EV = f(SC, BL, IS, PM), indicating that experiential value is a function of these interconnected elements. The results emphasize that tourism marketing should shift from promotion-based approaches to experience-oriented strategies. This study contributes theoretically by expanding the experiential marketing framework in tourism and practically by providing strategic insights for destination stakeholders to enhance competitiveness through holistic experience management.
Co-Authors Astina, Made Arya Hartoto Herry Windawaty Iqbal Faza Ita Musfirowati Hanika Lukitasari, Lenni Pratama, I Nengah Yoga Sofyan, Hady Wirawan, Putu Yani, Ni Wayan Mega Sari Apri