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All Journal Jurnal Pengabdian Masyarakat Bumi Raflesia West Science Business and Management Journal of Finance, Economics, and Business Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah
Dhanny Safitri
University of Mataram
Agriculture, Biological Sciences & Forestry Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Social Sciences Other

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Enhancing Event Continuity Through Digital Marketing, Experience, and Consumer Loyalty: Insights from MotoGP Mandalika Zefanya Andryan Girsang; Sri Maryanti; Tifani Dame Hasany; Dhanny Safitri; Hibatullah Falih Musyaffa
Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Vol. 8 No. 3 (2026): Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/alkharaj.v8i3.11215

Abstract

Large-scale international sporting events increasingly depend on effective digital engagement and memorable experiences to ensure long-term continuity. This study examines the effects of digital marketing and event experience on consumer loyalty and investigates how loyalty subsequently influences event continuity in the context of the MotoGP Mandalika, Indonesia. It also assesses the moderating role of perceived event quality. A quantitative research design was employed, with data collected from 248 MotoGP Mandalika spectators using a structured questionnaire. The proposed model was analyzed using Structural Equation Modeling with the Partial Least Squares approach (SEM-PLS) to test direct, indirect, and moderating effects. The results indicate that digital marketing and event experience significantly and positively influence consumer loyalty. Consumer loyalty, in turn, has a strong effect on event continuity, highlighting its crucial role in sustaining large-scale sporting events. However, perceived event quality does not moderate the relationships between digital marketing or event experience and consumer loyalty, suggesting that loyalty is shaped primarily by direct digital engagement and on-site experiential factors rather than by overall quality perceptions. The predominance of domestic respondents limits the generalizability of the findings to international audiences. This study contributes to the event and sports tourism literature by positioning consumer loyalty as a central mechanism linking marketing efforts and event experiences to long-term event continuity. It further clarifies the limited moderating role of perceived event quality, offering new insights into loyalty formation in large-scale international sporting events, particularly within emerging tourism destinations
Hyper-Personalization Marketing and Consumer Purchase Behavior in Indonesia: The Role of Culture Tifani Dame Hasany; Dhanny Safitri; Dinis Cahyaningrum; Isra Dewi Kuntary Ibrahim; Ni Wayan Adelia Mutiara Asri
Journal of Finance, Economics and Business Vol. 5 No. 1 (2026): Journal of Finance, Economics, and Business (JFEB), 2026
Publisher : Laboratorium Riset Ekonomi

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Abstract

The rapid advancement of artificial intelligence (AI), big data analytics, and digital technologies has transformed marketing practices by enabling businesses to implement hyper-personalization strategies that deliver individualized customer experiences. This literature review examines the relationship between hyper-personalization marketing and consumer purchase behavior within the Indonesian context, with particular emphasis on the moderating role of culture. Drawing on the Technology Acceptance Model (TAM), the Stimulus–Organism–Response (SOR) framework, Relationship Marketing Theory, and Hofstede's Cultural Dimensions Theory, the review synthesizes existing literature on personalized marketing, consumer behavior, and cultural influences. The findings suggest that hyper-personalization generally enhances consumer purchase behavior by improving perceived relevance, trust, customer experience, and engagement. However, its effectiveness is influenced by Indonesia's cultural characteristics, particularly collectivism, power distance, and the importance of social influence and trust in purchasing decisions. The review also identifies a lack of empirical research integrating hyper-personalization, consumer purchase behavior, and cultural factors in Indonesia. By synthesizing existing knowledge, this study provides a theoretical foundation for future research and offers insights for businesses seeking to develop culturally appropriate AI-driven marketing strategies.
BRANDING BOOSTING: PENDAMPINGAN PENGELOLAAN MERK, PRODUK DAN LEGALITAS USAHA AYAM TALIWANG Isra Dewi Kuntary Ibrahim; Akhmad Jufri; Tifani Dame Hasany; Dhanny Safitri; Wulan Sophia Kinanti; Nazmi Aulia Rachim
Jurnal Pengabdian Masyarakat Bumi Rafflesia Vol. 8 No. 3 (2025): DESEMBER: Jurnal Pengabdian Kepada Masyarakat Bumi Raflesia
Publisher : Universitas Muhammadiyah Bengkulu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36085/bumir.v8i3.9103

Abstract

Program pengabdian kepada masyarakat ini dilaksanakan di Rumah Makan Taliwang Satu, Kota Mataram, dengan tujuan meningkatkan daya saing usaha kuliner melalui pendampingan pada tiga aspek utama, yaitu branding, pengembangan produk, dan legalitas usaha. Permasalahan yang dihadapi mitra mencakup lemahnya identitas merek yang membuat sulit dibedakan dari pesaing, terbatasnya variasi menu yang mengurangi daya tarik konsumen, serta ketiadaan dokumen legal formal seperti Nomor Induk Berusaha (NIB), Pangan Industri Rumah Tangga (PIRT), dan sertifikasi halal yang membatasi akses pasar lebih luas. Untuk menjawab permasalahan tersebut, kegiatan dilakukan dengan pendekatan partisipatif melalui tahapan identifikasi masalah, perencanaan program, pelatihan dan workshop, pendampingan praktik, serta evaluasi dan monitoring. Hasil kegiatan menunjukkan adanya peningkatan signifikan pada pemahaman pemilik dan karyawan mengenai pentingnya branding sebagai aset usaha, munculnya inovasi produk berupa variasi menu, pengemasan modern, serta kesadaran terhadap urgensi legalitas usaha dalam memperluas jaringan pemasaran. Selain itu, direkomendasikan penggunaan sistem pencatatan digital untuk meningkatkan efisiensi operasional. Temuan ini menegaskan bahwa metode pendampingan partisipatif terbukti efektif dalam menjawab kebutuhan mitra sekaligus menghasilkan dampak nyata berupa peningkatan kapasitas pengelolaan usaha, profesionalisme pelayanan, dan citra kuliner ayam Taliwang sebagai produk khas daerah. Dengan demikian, kegiatan ini berhasil mendorong Rumah Makan Taliwang Satu menuju usaha kuliner yang lebih kompetitif, berdaya saing, dan berkelanjutan.
Human Resources as Social Assets in Sustainable Tourism: Evaluating Impacts through Social Return on Investment (SROI) Dinis Cahyaningrum; Tifani Dame Hasany; Zefanya Andryan Girsang; Dhanny Safitri; Khairul Mujahidi
West Science Business and Management Vol. 3 No. 04 (2025): West Science Business and Management
Publisher : Westscience Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/wsbm.v3i04.2283

Abstract

Tourism is widely recognized as a significant driver of economic growth and employment; however, the role of human resources is often narrowly framed in economic terms, with limited recognition of their broader social contributions. This study explores human resources as social assets in sustainable tourism by integrating the concepts of social capital, community-based tourism (CBT), and the Social Return on Investment (SROI) framework. Using a descriptive qualitative approach through a structured literature review, the study examines how education, training, and community participation function as strategic mechanisms to strengthen local capacities and generate multidimensional value for tourism destinations. The analysis highlights how human resource development enhances not only technical competencies and service quality but also social cohesion, trust, and collective action within host communities. Findings indicate that investment in human resources contributes not only to improved service quality and economic gains but also to stronger community cohesion, cultural preservation, empowerment of local actors, and inclusive development processes. The application of the SROI framework provides a systematic way to capture and measure these broader social, cultural, and economic impacts that are often overlooked in conventional tourism evaluations. This study emphasizes that people-centered investment strategies are fundamental to achieving long-term sustainability in tourism development. The study concludes that human resources must be positioned as catalysts for both social and economic value creation, with important implications for tourism policy, destination governance, and community-based development practices.
Co-Authors Akhmad Jufri Dinis Cahyaningrum Hibatullah Falih Musyaffa Isra Dewi Kuntary Ibrahim Khairul Mujahidi Nazmi Aulia Rachim Ni Wayan Adelia Mutiara Asri Sri Maryanti Tifani Dame Hasany Tifani Dame Hasany Wulan Sophia Kinanti Zefanya Andryan Girsang