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p-Index From 2021 - 2026
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All Journal Jurnal Manajemen Journal of Studies in Academic, Humanities, Research, and Innovation
Andi Aryani Hardiyanti
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Religion Chemistry Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Library & Information Science Mathematics Social Sciences Other

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From Heritage To Commodity: The Politics Of Authenticity In Makassar’s Culinary Tourism Muh Al Fatah Arief Putra; Andi Aryani Hardiyanti; Fitriani Rahim; Indah Lestari Anwar; Fakhirah Husain
Journal of Studies in Academic, Humanities, Research, and Innovation Vol. 2 No. 2 (2025): December 2025
Publisher : Ponpes As-Salafiyyah Asy-Syafi'iyyah

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.71305/sahri.v2i2.913

Abstract

This study examines the cultural politics of culinary tourism in Makassar City, Indonesia, focusing on how ethnic cuisines function as both cultural representations and economic commodities. Employing a qualitative, interpretive approach grounded in cultural anthropology, the research analyzes secondary data from academic studies, tourism reports, and field observations to explore how authenticity, identity, and power intersect in Makassar’s evolving foodscape. The findings reveal that the city government and private stakeholders strategically promote dishes such as Coto Makassar, Pallubasa, Konro, and Pisang Epe as symbols of local heritage, while other traditional foods remain marginalized. This selective representation reflects institutional power in shaping narratives of authenticity and modernity. Culinary tourism in Makassar simultaneously preserves and commodifies cultural heritage, strengthening urban branding yet risking cultural simplification. Globalization, market adaptation, and the influence of food franchises such as Mie Gacoan further contribute to the homogenization of local cuisine. Nonetheless, local initiatives rooted in Bugis-Makassar culinary traditions continue to assert cultural resilience through the use of traditional ingredients and local wisdom. The study concludes that sustainable culinary tourism in Makassar requires inclusive governance and participatory cultural representation, ensuring that local communities maintain agency in defining their food heritage. Food, therefore, emerges as both sustenance and a medium for negotiating identity, power, and heritage in an increasingly globalized tourism economy.
Challenges and Prospects of ROI Measurement in B2B Digital Marketing: Evidence from MSMEs in Gowa Regency Andi Mustika Amin; Andi Aryani Hardiyanti
Journal of Studies in Academic, Humanities, Research, and Innovation Vol. 2 No. 2 (2025): December 2025
Publisher : Ponpes As-Salafiyyah Asy-Syafi'iyyah

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.71305/sahri.v2i2.903

Abstract

This study explores the challenges and prospects of Return on Investment (ROI) measurement in Business-to-Business (B2B) digital marketing among Micro, Small, and Medium Enterprises (MSMEs) in Gowa Regency, Indonesia. Employing a mixed-methods approach with a convergent parallel design, the research integrates quantitative data from the Central Statistics Agency (BPS) and the Department of Cooperatives and MSMEs of Gowa with qualitative insights from interviews and focus group discussions. The quantitative results show a consistent increase in MSME growth and digital adoption between 2020 and 2024, supported by the government’s initiatives to promote financial inclusion and digital payment systems such as QRIS. However, the low rate of business formalization and uneven digital literacy hinder full participation in digital transformation. Qualitative findings reveal that most MSMEs rely on intuition rather than data-driven analysis to assess marketing performance. Key barriers include limited analytical capability, lack of structured ROI frameworks, fragmented digital systems, and dependence on informal B2B networks. Despite these constraints, emerging opportunities such as AI-based analytics, social media optimization, and government-led digitalization programs demonstrate the potential for improvement. Overall, the study concludes that while MSMEs in Gowa Regency show steady progress in digital marketing adoption, their capacity to measure ROI remains underdeveloped. Enhancing digital literacy, financial management skills, and policy support is essential to enable MSMEs to evaluate marketing effectiveness and achieve sustainable competitiveness in the B2B digital landscape.
SCENT OF SOFT PROPAGANDA IN NATION BRANDING: TOURISM MARKETING STRATEGIES IN THE “WONDERFUL INDONESIA” CAMPAIGN Muhammad Ilham Wardhana Haeruddin; Muh. Al Fatah Arief Putra; Andi Aryani Hardiyanti
Jurnal Manajemen Vol 6, No 1 (2026): Februari
Publisher : Universitas Negeri Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26858/jm.v6i1.77252

Abstract

Abstract: This study critically examines the ideological dimensions of the Wonderful Indonesia campaign as a contemporary manifestation of soft propaganda within the practices of nation branding and tourism marketing. Framed through the lens of Critical Discourse Analysis (CDA) based on Fairclough’s three-dimensional model, this research investigates how visual, linguistic, and symbolic representations operate as instruments of persuasion that construct Indonesia’s national identity within the global tourism arena. Data were collected through multimodal analysis of official campaign materials distributed across digital platforms, including the Ministry of Tourism and Creative Economy’s website, YouTube, Instagram, and TikTok, supported by secondary documents and scholarly sources. The findings reveal that Wonderful Indonesia integrates aesthetic visuals, emotional narratives, and cultural symbolism to portray Indonesia as a harmonious, inclusive, and exotic nation while subtly reinforcing neoliberal and nationalistic ideologies. The campaign functions not only as a promotional initiative but also as a mechanism of symbolic governance where marketing, diplomacy, and ideology converge under the logic of digital capitalism. Furthermore, the study identifies the emergence of participatory propaganda in the digital era, wherein audiences contribute to reproducing state narratives through social media engagement mediated by algorithmic visibility. Theoretically, this study contributes to the critical understanding of nation branding as an ideologically charged practice that negotiates power among the state, market, and media. Practically, it underscores the importance of adopting ethical, reflective, and inclusive communication strategies in national branding ones that balance aesthetic appeal with narrative authenticity and social responsibility.Keywords: Nation Branding, Soft Propaganda, Critical Discourse Analysis, Tourism Marketing, Wonderful Indonesia
Co-Authors Andi Mustika Amin Fakhirah Husain Fitriani Rahim Indah Lestari Anwar Muh Al Fatah Arief Putra Muh. Al Fatah Arief Putra Muhammad Ilham Wardhana Haeruddin