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All Journal Jurnal Ilmiah Pariwisata dan Bisnis JUSIFOR : Jurnal Sistem Informasi dan Informatika
Putra, I Kadek Permana
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Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Engineering Library & Information Science Social Sciences

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Strategi Pemasaran Melalui Media Sosial Instagram Pada Masa Pandemi Covid-19 di The Kayon Resort Putra, I Kadek Permana
Jurnal Ilmiah Pariwisata dan Bisnis Vol. 2 No. 2 (2023): Jurnal Ilmiah Pariwisata dan Bisnis
Publisher : Institut Pariwisata dan Bisnis Internasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22334/paris.v2i2.316

Abstract

The Kayon Resort merupakan resort berbintang lima berskala internasional yang terkena dampak dari adanya pandemi covid-19. Dalam era yang serba digital ini dapat dimanfaatkan sebagai sarana promosi yang efektif untuk meningkatkan penjualan pada resort. Sehingga tujuan dari penelitian ini adalah untuk mengetahui bagaimana strategi pemasaran di media sosial Instagram yang dilakukan The Kayon Resort pada masa pandemi covid-19. Metode pengumpulan data yang digunakan adalah observasi, studi dokumentasi dan wawancara. Untuk Metode analisis data yang digunakan adalah metode deskriptif kualitatif dan kuantitatif. Hasil penelitian menunjukan strategi promosi di media sosial Instagram yang digunakan The Kayon Resort sesuai dengan acuan teori Singh (2010) yang berjudul The Impact of Social Media Marketing on Brand Equity: An Empirical Study on Mobile Service Providers in Jordan menyatakan bahwa social media marketing memiliki beberapa dimensi yaitu Online Communities, Interaction, Sharing Of Content, Accessibility, Credibility. Kesimpulan yang didapat adalah hasil dari strategi promosi yang digunakan sesuai dengan apa yang diharapkan, insight dari akun Instagram The Kayon Resort cenderung stabil selama pandemi. The Kayon Resort is an international five-star resort that has been affected by the COVID-19 pandemic. In this all-digital era, it can be used as an effective promotional tool to increase sales at resorts. So the purpose of this study was to find out how the marketing strategy on Instagram social media was carried out by The Kayon Resort during the covid-19 pandemic. Data collection methods used are observation, study documentation and interviews. The data analysis method used is descriptive qualitative and quantitative methods. The results of the study show that the promotional strategy on Instagram social media used by The Kayon Resort is in accordance with Singh's (2010) theory reference entitled The Impact of Social Media Marketing on Brand Equity: An Empirical Study on Mobile Service Providers in Jordan which states that social media marketing has several dimensions, namely Online Communities, Interaction, Sharing Of Content, Accessibility, Credibility. The conclusion obtained is that the result of the promotional strategy used is in accordance with what is expected, the insight from The Kayon Resort's Instagram account tends to be stable during the pandemic.
Strategi Pemasaran Melalui Media Sosial Instagram Pada Masa Pandemi Covid-19 di The Kayon Resort Putra, I Kadek Permana
Jurnal Ilmiah Pariwisata dan Bisnis Vol. 2 No. 2 (2023): Jurnal Ilmiah Pariwisata dan Bisnis
Publisher : Institut Pariwisata dan Bisnis Internasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22334/paris.v2i2.316

Abstract

The Kayon Resort merupakan resort berbintang lima berskala internasional yang terkena dampak dari adanya pandemi covid-19. Dalam era yang serba digital ini dapat dimanfaatkan sebagai sarana promosi yang efektif untuk meningkatkan penjualan pada resort. Sehingga tujuan dari penelitian ini adalah untuk mengetahui bagaimana strategi pemasaran di media sosial Instagram yang dilakukan The Kayon Resort pada masa pandemi covid-19. Metode pengumpulan data yang digunakan adalah observasi, studi dokumentasi dan wawancara. Untuk Metode analisis data yang digunakan adalah metode deskriptif kualitatif dan kuantitatif. Hasil penelitian menunjukan strategi promosi di media sosial Instagram yang digunakan The Kayon Resort sesuai dengan acuan teori Singh (2010) yang berjudul The Impact of Social Media Marketing on Brand Equity: An Empirical Study on Mobile Service Providers in Jordan menyatakan bahwa social media marketing memiliki beberapa dimensi yaitu Online Communities, Interaction, Sharing Of Content, Accessibility, Credibility. Kesimpulan yang didapat adalah hasil dari strategi promosi yang digunakan sesuai dengan apa yang diharapkan, insight dari akun Instagram The Kayon Resort cenderung stabil selama pandemi. The Kayon Resort is an international five-star resort that has been affected by the COVID-19 pandemic. In this all-digital era, it can be used as an effective promotional tool to increase sales at resorts. So the purpose of this study was to find out how the marketing strategy on Instagram social media was carried out by The Kayon Resort during the covid-19 pandemic. Data collection methods used are observation, study documentation and interviews. The data analysis method used is descriptive qualitative and quantitative methods. The results of the study show that the promotional strategy on Instagram social media used by The Kayon Resort is in accordance with Singh's (2010) theory reference entitled The Impact of Social Media Marketing on Brand Equity: An Empirical Study on Mobile Service Providers in Jordan which states that social media marketing has several dimensions, namely Online Communities, Interaction, Sharing Of Content, Accessibility, Credibility. The conclusion obtained is that the result of the promotional strategy used is in accordance with what is expected, the insight from The Kayon Resort's Instagram account tends to be stable during the pandemic.
Peran Gamifikasi dalam Meningkatkan UX Aplikasi Shopee di Indonesia Putra, I Kadek Permana; Pradnyana, I Made Ardwi; Saskara, Gede Arna Jude
JUSIFOR : Jurnal Sistem Informasi dan Informatika Vol 4 No 2 (2025): JUSIFOR - Desember 2025
Publisher : Fakultas Sains Dan Teknologi, Universitas Raden Rahmat Malang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70609/jusifor.v4i2.7225

Abstract

The implementation of gamification on e-commerce platforms holds the potential to enhance user engagement and satisfaction. However, several studies indicate that the impact of gamification on User Experience (UX) can vary, with gamification elements sometimes only providing short-term effects or even being insignificant. This research aims to analyze how gamification influences the perception of User Experience (UX) among users of the Shopee Games feature in Indonesia. A simple linear regression method was employed in this study. Data collection was conducted through surveys distributed to Shopee Games users. Regression analysis revealed a significant relationship between gamification and UX, with a correlation coefficient (R) of 0.755, indicating a strong relationship. The R Square value of 0.571 confirms that 57.1% of the variance in UX can be explained by gamification. The results of the ANOVA test reinforce these findings with a significance value of < 0.001, proving that the regression model used is valid and that gamification has a statistically significant impact on UX. Furthermore, further analysis found no issues of heteroscedasticity, thus fulfilling the classical regression assumptions. The implications of this research affirm that the effective implementation of gamification elements enhances users' perception of their experience when using the Shopee application. These findings recommend that e-commerce companies further optimize their gamification strategies to increase user engagement.
Co-Authors Gede Arna Jude Saskara I Made Ardwi Pradnyana