Pengaruh Keunikan Proses Produksi Arak Bali dan Promosi Terhadap Niat Berkunjung Dan Partisipasi Promosi Oleh Konsumen Pada Rumah Makan Dapoer Bali Mula di Desa Les, Kecamatan Tejakula, Buleleng

Widuri, Setyowati Ayu
Arcana, I Nyoman
Juniari , Ni Kadek Eni Juniari
Saputra, I Nyoman Gede Agus Jaya
Rusdiarnata, I Ketut

Jurnal Bisnis Hospitaliti
Vol 14 No 1 (2025): Jurnal Bisnis Hospitaliti

Dapoer Bali Mula restaurant in Les Village, Tejakula District, Buleleng offers educational tour packages on the preservation of Balinese Arak and traditional Balinese dishes for tourists. This study aims to determine the influence of the uniqueness of the Balinese Arak production process and promotion on the participation of consumers with the intention to visit as an intervening variable in the Dapoer Bali Mula restaurant with 108 respondents. The statistical analysis used in this study is Path Analysis. The results of the study show that: 1) The uniqueness of the Balinese Arak production process and promotion affects the intention to visit; 2) The intention to visit, the uniqueness of the Balinese Arak production process and promotion affect the participation of consumers in promotion, both on their social media accounts and through "word of mouth"; 3) Intention to visit is an intervening variable between the influence of the uniqueness of the Balinese Arak production process on promotional participation by consumers; 4) Intention to visit is not an intervening variable between the influence of promotion on promotion participation by consumers. This research suggests that Dapoer Bali Mula restaurants should always strive to improve the quality of preservation of Balinese Arak Production Cultural Heritage and increase the variety of souvenir products so that more and more consumers participate in promoting Dapoer Bali Mula Restaurant