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All Journal JURNAL ILMIAH FEASIBLE (JIF) Jurnal Disrupsi Bisnis
Ruwaida, Hifni Bahiroh
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Economics, Econometrics & Finance Social Sciences

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Membangun Keunggulan Destinasi Melalui Brand Equity: Tinjauan Sistematis Brand Familiarity, Perceived Quality, dan Brand Image Nuralam, Inggang Perwangsa; Ramadhan, Hanifa Maulani; Aini, Edlyn Khurotul; Jagad, Dyya Ayu Sinta Sekar; Ruwaida, Hifni Bahiroh
Jurnal Disrupsi Bisnis Vol. 8 No. 6 (2025): Jurnal Disrupsi Bisnis
Publisher : Prodi Manajemen, Fakultas Ekonomi, Universitas Pamulang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32493/drb.v8i6.54761

Abstract

Penelitian ini bertujuan untuk meninjau secara sistematis hubungan antara brand familiarity, perceived quality, dan brand image terhadap destination brand equity serta implikasinya terhadap daya saing destinasi wisata di pasar global. Kajian ini menggunakan pendekatan Systematic Literature Review (SLR) dengan metode Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA). Data diperoleh dari basis data Scopus dengan kombinasi kata kunci yang relevan dan disaring berdasarkan kriteria inklusi, yaitu tahun publikasi 2020–2025, dokumen artikel final, berbahasa Inggris, serta berstatus open access. Dari 510 artikel yang teridentifikasi, 19 artikel akhir memenuhi syarat untuk dianalisis secara sistematis. Hasil penelitian menunjukkan bahwa brand familiarity, perceived quality, dan brand image secara simultan berpengaruh positif terhadap pembentukan overall brand equity destinasi. Brand familiarity berperan membangun keakraban dan kepercayaan terhadap destinasi, perceived quality memperkuat persepsi nilai dan kepuasan wisatawan, sedangkan brand image mempertegas diferensiasi serta keunggulan emosional destinasi. Sinergi ketiganya berkontribusi terhadap peningkatan loyalitas wisatawan dan reputasi destinasi yang pada akhirnya memperkuat daya saing di pasar internasional. Secara teoretis, hasil penelitian memperluas model Customer-Based Brand Equity (CBBE) dengan mengintegrasikan dimensi pengalaman wisata (experiential value) dan reputasi digital. Sementara itu, secara praktis, penelitian ini menekankan pentingnya strategi pengelolaan merek destinasi yang menyeimbangkan paparan, kualitas layanan, dan diferensiasi citra guna menciptakan keunggulan kompetitif yang berkelanjutan di industri pariwisata global.
Designing Effective Entrepreneurship Education Programs To Cultivate Long-Term Entrepreneurial Mindsets In Generation Z Nuralam, Inggang Perwangsa; Aini, Edlyn Khurotul; Ruwaida, Hifni Bahiroh; Anapah, Maria Goreti Ilmiana
JURNAL ILMIAH FEASIBLE: Bisnis, Kewirausahaan dan Koperasi Vol 7 No 2 (2025): Jurnal Ilmiaf Feasible (JIF): Bisnis, Kewirausahaan, dan Koperasi
Publisher : Universitas Pamulang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32493/fb.v7i2.2025.154-166.54656

Abstract

The increase in entrepreneurial activity among Generation Z shows excellent potential to drive innovation and economic growth, but there remains a gap between long-term entrepreneurial intentions and behavior. Entrepreneurship education often fails to foster sustainable entrepreneurial passion because of its theoretical, less contextual approach. This study aims to analyse the influence of entrepreneurship education on entrepreneurial passion, identify the most effective types of programs, and formulate institutional strategies in designing sustainable entrepreneurship education for Generation Z. Using a Systematic Literature Review approach following the PRISMA protocol, this study selected 27 of 1,458 articles obtained through the Scopus database (2024–2025, English language, open access). The results of the thematic analysis show four main findings: (1) experiential learning effectively fosters passion through project-based learning; (2) integration of digital technology increases student relevance and engagement; (3) social support and the campus ecosystem strengthen sustainable entrepreneurial behavior; and (4) social value-based learning forms authentic passion. Effective entrepreneurship education for Generation Z needs to be oriented towards real experiences, social values, and digital technology.
Co-Authors Anapah, Maria Goreti Ilmiana Edlyn Khurotul Aini Hanifa Maulani Ramadhan Jagad, Dyya Ayu Sinta Sekar Nuralam, Inggang Perwangsa