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All Journal YUME : Journal of Management El-Mujtama: Jurnal Pengabdian Masyarakat
Amanda, Zhakia Putri
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Religion Economics, Econometrics & Finance Education Health Professions Languange, Linguistic, Communication & Media Social Sciences

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Pemanfaatan Digital Marketing untuk Meningkatkan Potensi Wisata Kampung Gambut Siantan Hilir Amanda, Zhakia Putri; Wendy, Wendy; Rosari, Carviena Alia; Novita, Nanda; Oviska, Astrid; Ningsih, Welly Putri
El-Mujtama: Jurnal Pengabdian Masyarakat  Vol. 5 No. 1 (2025): El-Mujtama: Jurnal Pengabdian Masyarakat
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/elmujtama.v5i1.5638

Abstract

This study investigated the development of identity and promotional strategies for tourism in Kampung Gambut Siantan Hilir, aiming to enhance local tourism awareness among residents of Pontianak city. A significant challenge identified is the insufficient information and promotional efforts regarding local tourism, particularly among urban populations unaware of nearby attractions, such as “vegetable picking”, located just a few kilometers from the city center. The research employs sosial media and visual content as primary tools for disseminating information about Kampung Gambut’s attractions. Additionally, the creation of informative tour packages, visual booklets, and brochures seeks to broaden public understanding of various available tourism offerings. Methodological approaches include developing engaging content, strategically planning educational tour packages, and producing unique merchandise that reflects the village’s positive image. The involvement of local communities in promotional activities is emphasized to enhance engagement and participation. Findings indicate that targeted promotion through sosial media and visual content effectively highlights tourism potential, while merchandise plays a crucial role in positioning Kampung Gambut Siantan Hilir as an appealing educational tourism destination, ultimately fostering increased community visit and participation.
The Role of Brand Local Image in Mediating the Effect of Brand Experience and Brand Authenticity on Brand Loyalty: A Study on Customers of Modern Outlets of Aming Coffee Amanda, Zhakia Putri
YUME : Journal of Management Vol 9, No 2
Publisher : Pascasarjana STIE Amkop Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37531/yume.v9i2.11587

Abstract

The rapid growth of local coffee shops has intensified competition, requiring differentiation strategies based on brand identity and brand experience to build customer loyalty. This study aims to analyze the effect of brand authenticity and brand experience on brand loyalty, with brand local image as a mediating variable among Aming Coffee customers. This research employs a quantitative approach through an online survey of 230 respondents who have previously made purchases. Data were analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM) with SmartPLS 4 software. The results indicate that brand authenticity and brand experience have a positive and significant effect on both brand local image and brand loyalty. Furthermore, brand local image significantly mediates the relationship between brand authenticity and brand experience on brand loyalty. These findings suggest that brand authenticity, supported by positive brand experiences and strengthened through a strong local brand image, can enhance long-term customer attachment and loyalty.
Co-Authors Nanda Novita, Nanda Ningsih, Welly Putri Oviska, Astrid Rosari, Carviena Alia Wendy