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Lembaga Penelitian, Publikasi dan Pengabdian Masyarakat (LP3M) Institut Komunikasi dan Bisnis LSPR Campus C, lt. 2. Sudirman Park Campus. Jl. KH. Mas Mansyur Kav 35. Sudirman Park Campus. Jakarta Pusat 10220
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INDONESIA
Journal of Research on Business and Tourism
Published by London School of Public Relations
ISSN : 27973263     EISSN : 27979938     DOI : -
Core Subject : Social,
Social Sciences
Journal of Research on Business and Tourism (JRBT) publishes papers of an empirical or conceptual and literature reviews of a cross disciplinary. JRBT provides a platform for academics, business professionals, researchers, and professional concerns on both theoretical and practical issues. Focus and Scope Business & Public Administration Business & Management Human Resources Management Finance Marketing Hospitality & Tourism Management Event Management Service Management Published every June and December.
Arjuna Subject : Bisnis, Menejemen, dan Akutansi (semua kategori) - Bisnis, Menejemen, dan Akutansi (Lain-Lain)
Articles 70 Documents
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Digital Marketing Strategy Analysis of Hidden Farm Café as a Hidden Gem in Bandung Adithia, Sandy; Cahyadi, Raden Adi
Journal of Research on Business and Tourism Vol. 5 No. 1 (2025): Journal of Research on Business and Tourism
Publisher : Lembaga Penelitian Publikasi dan Pengabdian Masyarakat LSPR

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37535/104005120256

Abstract

Indonesia’s culinary industry has grown significantly, especially among ventures that adopt unique concepts to attract consumers. One emerging trend is the “hidden gem” approach, where remote locations are embraced as part of a brand’s charm. In Bandung, a city known for its creative energy, the Dago Pakar area offers a perfect setting for such businesses. Hidden Farm Café exemplifies this trend, combining a secluded location with organic homemade meals and a cozy atmosphere that appeals to the growing demand for “healing” experiences. The Café leverages social media, particularly TikTok and Instagram, to reach wider audiences and promote its unique appeal. It has successfully attracted communities such as cyclists and young urbanites seeking authentic culinary destinations. However, this study finds that Hidden Farm Café’s digital marketing remains underutilized due to inconsistent content and weak social media strategy, limiting its outreach and growth potential. Despite these challenges, Hidden Farm Café showcases how culinary businesses can thrive off the beaten path through strong brand identity and targeted digital promotion. With improved digital marketing execution, the hidden gem model can offer a sustainable path for creative culinary ventures in Bandung and beyond.
Friday Noraebang's Marketing PR Strategies Shape Brand Image Through Powerful Collaboration Pinariya, Janette Maria; Ramadhani, Rifa; Fadel, Mohamad
Journal of Research on Business and Tourism Vol. 5 No. 1 (2025): Journal of Research on Business and Tourism
Publisher : Lembaga Penelitian Publikasi dan Pengabdian Masyarakat LSPR

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37535/104005120254

Abstract

Korean culture has been a global trend for over thirty years, influencing the world. The Korean entertainment industry has grown rapidly, called the Hallyu phenomenon. Indonesia has a large Hallyu market, providing a golden opportunity for businesses like Friday Noraebang’s, a karaoke event organizer. This research aims to understand and to analyse Friday Noraebang’s Marketing Public Relations strategy to develop a positive image, by collaborating with other brands, and to identify obstacles and solutions to this strategy. It uses Marketing Public Relations approaches such as the pull, push, and pass strategies, with the PESO model concept. The research methodology used is descriptive qualitative method with interview techniques and secondary data. This research found that Friday Noraebang’s has successfully implemented three Marketing Public Relations strategies based on factors that form brand image and six elements of co-branding. The pull, push and pass strategy approach, as well as the use of social media and co-branding collaboration, are the keys to Friday Noraebang’s success in building and strengthening its brand image. Brand that have survived the pandemic are able to adapt to changes in promotional styles, maximising their flexibility and creativity to maintain audience engagement competitive advantage in the entertainment industry.
Kota Rempah: Strengthening Ternate’s Brand Identity through Gastronomic Souvenirs for a Sustainable Tourism Yulius, Kevin Gustian; Yuliantoro, Nonot; Timba, Yosep Dudedes
Journal of Research on Business and Tourism Vol. 5 No. 1 (2025): Journal of Research on Business and Tourism
Publisher : Lembaga Penelitian Publikasi dan Pengabdian Masyarakat LSPR

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37535/104005120252

Abstract

Ternate is celebrated for its historic spice trade and has recently adopted the Kota Rempah brand to promote its culinary heritage in support of sustainable tourism. This study examines 93 local MSMEs and their 48 unique gastronomic souvenirs—from nutmeg and kenari confections to seafood preserves—to evaluate their contributions to place identity and inclusive economic growth. Utilizing a qualitative case study design, data were gathered through semi-structured interviews with tourism office and Dekranasda officials, MSME owners, and field observations. Findings reveal that most enterprises cluster in urban districts, a diverse product range rooted in local ingredients, and strong stakeholder interest tempered by challenges in branding consistency, packaging, and geographic reach. The analysis highlights how culinary souvenirs function as cultural carriers, fostering emotional connections, longer visitor stays, and repeat visitation, while also empowering women led businesses and community livelihoods. To harness these opportunities, integrated policy measures are recommended, including shared packaging facilities, cohesive Kota Rempah branding guidelines, and expanded support for peripheral areas. Finally, pursuing geographic indication status for key spice products is proposed to protect authenticity, enhance market differentiation, and further advance sustainable tourism development in Ternate.
Local Community Role in Sustainable Tourism in Saribu Gonjong Village West Sumatra Berutu, Feronika; Husna, Rifdatul; Natasha, Graciella
Journal of Research on Business and Tourism Vol. 5 No. 1 (2025): Journal of Research on Business and Tourism
Publisher : Lembaga Penelitian Publikasi dan Pengabdian Masyarakat LSPR

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37535/104005120253

Abstract

Sustainable tourism can create a positive relationship between tourism and the local environment through three main dimensions: physical environment, socio-cultural sustainability, and economic sustainability. The local community plays an important role in supporting sustainable tourism. Saribu Gonjong Tourism Village (SARUGO), located in West Sumatra, is known for the Minangkabau community life, traditional Rumah Gadang houses, and distinctive cultural dances. This cultural potential needs to be preserved sustainably. However, the community’s role in supporting sustainable tourism is still not optimal, so a more focused Sustainable Tourism concept is needed. The research used a descriptive qualitative method with primary and secondary data collected through in-depth interviews, participatory observation, and documentation. Saribu Gonjong Village was established in 2019 and is managed collaboratively by the local community, Pokdarwis (Tourism Awareness Group), and village leaders who actively preserve culture and develop tourism potential. The village also opens economic opportunities through homestays, crafts, and agro-tourism, although promotion and facilities need improvement. Capacity building, especially for the younger generation, is conducted through art and cultural training. With enhanced training and wider community involvement, Saribu Gonjong Tourism Village has the potential to become a leading, sustainable destination that improves the community’s welfare.
Perkembangan Teknologi Informasi dan Komunikasi di Industri Perjalanan Wisata dan Dampaknya Kepada Solo Traveler Perempuan di Indonesia Khadijah, Siti Adelita Raif
Journal of Research on Business and Tourism Vol. 4 No. 2 (2024): Journal of Research on Business and Tourism
Publisher : Lembaga Penelitian Publikasi dan Pengabdian Masyarakat LSPR

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37535/104004220241

Abstract

Penelitian ini mengkaji perkembangan Teknologi Informasi dan Komunikasi (TIK) dalam industri perjalanan wisata di Indonesia dan dampaknya terhadap solo traveler perempuan. Dengan meningkatnya akses internet dan penggunaan aplikasi mobile, solo traveler perempuan di Indonesia kini dapat merencanakan dan menjalani perjalanan dengan lebih mudah dan efisien. Hal tersebut juga mendasar pada Tujuan Pembangunan Berkelanjutan (SDGs) nomor lima yaitu kesetaraan gender, dimana dalam ranah kepariwisataan, wisatawan laki-laki dan perempuan berhak mendapatkan pelayanan yang sama saat melakukan perjalanan wisata. Metodologi yang digunakan pada penelitian ini adalah kajian literatur, menganalisis fenomena, tren, dan isu terkait TIK dalam konteks perjalanan. Hasil penelitian menunjukkan bahwa TIK memberikan manfaat signifikan, seperti akses cepat terhadap informasi destinasi, kemudahan pemesanan, dan interaksi melalui media sosial. Namun, tantangan juga muncul, terutama terkait dengan keamanan dan keandalan informasi, yang menjadi perhatian utama bagi perempuan yang bepergian sendirian. Penelitian ini menemukan bahwa meskipun TIK meningkatkan pengalaman perjalanan, solo traveler perempuan harus tetap waspada terhadap potensi risiko. Rekomendasi untuk penyedia atau bisnis layanan pariwisata adalah mengembangkan solusi yang lebih aman dan ramah terhadap kebutuhan solo traveler perempuan. Temuan dari penelitian ini diharapkan dapat memberikan wawasan yang berguna bagi pengembangan industri pariwisata di Indonesia yang lebih inklusif dan responsif terhadap kebutuhan perempuan.
Faktor-faktor yang Memengaruhi Nilai Perusahaan sub-Indutri Processed Food di Indonesia Mariska, Revi; Cahyaningsih, Diyah Sukanti
Journal of Research on Business and Tourism Vol. 4 No. 2 (2024): Journal of Research on Business and Tourism
Publisher : Lembaga Penelitian Publikasi dan Pengabdian Masyarakat LSPR

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37535/104004220242

Abstract

Industri Pengolahan Makanan memiliki peran yang sangat penting bagi perekonomian Indonesia. Makanan merupakan salah satu kebutuhan primer yang selalu dibutuhkan oleh semua masyarakat, sehingga meningkatnya permintaan akan produk makanan. Seiring berkembangnya zaman, industri pengolahan makanan juga dituntut untuk menghadapi tantangan serta peluang baru. Dengan banyaknya pesaing menuntut sebuah perusahaan untuk bisa terus meningkatkan nilai perusahaannya. Penelitian ini bertujuan untuk menganalisis pengaruh dari kebijakan utang, profitabilitas, dan pertumbuhan perusahaan terhadap nilai perusahaan. Sampel dalam penelitian ini menggunakan purposive sampling terdapat 13 perusahaan yang terdaftar di Bursa Efek Indonesia tahun 2020-2023 sehingga jumlah data yang digunakan sebanyak 52 data pengamatan. Dengan menggunakan analisis regresi ditemukan bahwa Kebijakan utang berpengaruh negatif terhadap nilai perusahaan, dan profitabilitas serta pertumbuhan perusahaan berpengaruh positif terhadap nilai perusahaan. Hasil uji koefisien determinasi menunjukkan kekuatan pengaruh kebijakan utang, profitabilitas, pertumbuhan perusahaan terhadap nilai perusahaan sebesar lebih dari 75% hal ini mengindikasikan bahwa ke-tiga variabel independen yang diteliti memiliki peran yang cukup signifikan pada nilai perusahaan.
Pengaruh Lokasi Acara Terhadap Kepuasan Penonton Konser Born Pink World Tour Jakarta 2023 Putra, Maulibian Perdana; Rizkina, Raina
Journal of Research on Business and Tourism Vol. 4 No. 2 (2024): Journal of Research on Business and Tourism
Publisher : Lembaga Penelitian Publikasi dan Pengabdian Masyarakat LSPR

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37535/104004220244

Abstract

Event merupakan suatu kegiatan untuk memperlihatkan, menampilkan, memperingati serta merayakan berbagai hal penting yang diselenggarakan pada waktu tertentu. Dalam menghadiri konser musik terdapat berbagai pertimbangan yang dapat menentukan kepuasan pelanggan. Pada penelitian ini peneliti akan meneliti dari sudut pandang lokasi. Penelitian ini dilakukan dengan tujuan untuk mengetahui apakah terdapat pengaruh dan seberapa besar pengaruh lokasi acara terhadap kepuasan penonton konser Born Pink World Tour Jakarta 2023. Dalam penelitian ini peneliti menggunakan metode kuantitatif dengan menguji koefisien determinasi, analisis korelasi dan analisis regresi linear sederhana. Pada penelitian ini total responden sebanyak 100 orang yang hadir pada konser Born Pink World Tour Jakarta 2023 di Stadion Utama Gelora Bung Karno, Jakarta. Hasil dari hubungan (korelasi) antara variabel Lokasi dengan Kepuasan Penonton sebesar 0.805 yang berati memiliki Lokasi berpengaruh terhadap kepuasan penonton dengan tingkat hubungan sangat kuat. Penelitian ini juga terdapat besar pengaruh Lokasi terhadap Kepuasan Penonton konser Born Pink World Tour Jakarta 2023 sebesar 64,8%.
Strategi Pemasaran Inovatif dalam Mengembangkan Produk UMKM Batik Canting Ayu Prasetyawati, Yuliana Riana; Fitriyanti, Lamria Raya; Nurhajati, Lestari
Journal of Research on Business and Tourism Vol. 4 No. 2 (2024): Journal of Research on Business and Tourism
Publisher : Lembaga Penelitian Publikasi dan Pengabdian Masyarakat LSPR

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37535/104004220243

Abstract

UMKM merupakan pelaku utama dalam industri batik yang berperan besar dalam mendorong pertumbuhan ekonomi Indonesia. Salah satu tantangan bagi UMKM Batik di Indonesia adalah membuat produk batik yang modern namun tetap menjaga kelestarian budaya.  Penelitian ini bertujuan untuk mengetahui strategi pemasaran inovatif yang dilakukan oleh UMKM Batik dalam mengembangkan produk. Penelitian ini mengunakan pendekatan kualitatif melalui metode wawancara mendalam. Subjek penelitian adalah UMKM Batik Canting Ayu yang berlokasi di Bekasi. Temuan utama penelitian menunjukkan strategi produk inovatif melalui teknik pewarnaan coletan dan kombinasi motif bunga teratai dan ikan gabus mampu menjadi ciri khas produk batik UMKM Batik Canting Ayu yang membedakan dengan produk kompetitor lainnya. Strategi promosi melalui digital marketing seperti pemanfaat media sosial dan e-commerce menjadi inovasi untuk memperluas pangsa pasar UMKM Batik.
Pengembangan Desa Wisata Berbasis Website dan E-Brochure Di Kampung Wisata Edukatif Warungboto D.I. Yogyakarta Maruanaya, Cristian Asluki; Ayu, Jati Paras
Journal of Research on Business and Tourism Vol. 4 No. 2 (2024): Journal of Research on Business and Tourism
Publisher : Lembaga Penelitian Publikasi dan Pengabdian Masyarakat LSPR

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37535/104004220245

Abstract

Pariwisata merupakan suatu kegiatan yang dapat dilakukan secara berulang oleh wisatawan. Adapun kegiatan tersebut dapat mendukung perekonomian masyarakat sekitar melalui Community Based Tourism (CBT). Dalam kegiatan tersebut, yang menjadi salah satu lokasi wisatanya adalah desa wisata Warungboto yang telah memiliki Instagram aktif namun hanya menggunakan Link Tree sebagai tempat untuk menampung informasi. Selain Instagram, desa wisata tersebut juga menggunakan WhatsApp sebagai media komunikasi dengan wisatawan. Adapun tujuannya adalah mengidentifikasi kebutuhan sebagai dasar pembuatan website dan e-brochure yang dapat menjadi suatu daya tarik bagi wisatwan. Metode penelitian yang digunakan adalah wawancara dan observasi secara langsung di lokasi penelitian. Hasilnya adalah website yang dapat digunakan dalam promosi desa wisata secara lebih luas dan mudah untuk diakses oleh siapapun. Dari hal itu, semua informasi bisa tertampung di satu tempat yakni website yang di dalamnya juga terdapat brosur yang berisikan paket wisata, selain itu juga bisa lebih menarik wisatawan domestik dan mancanegara.
Customer Preference Factors Affecting e-Groceries Purchase Intention in Indonesia Yamanie, Aiman; Simangunsong, Elliot
Journal of Research on Business and Tourism Vol. 4 No. 2 (2024): Journal of Research on Business and Tourism
Publisher : Lembaga Penelitian Publikasi dan Pengabdian Masyarakat LSPR

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37535/104004220246

Abstract

Due to the 2020 COVID-19 pandemic, social distance restrictions, self-quarantines, and isolations all over the world made it impossible for brick-and-mortar stores to stay open. Merchants had to focus on the online ordering to boost sales and ease financial stress as they lost billions of dollars in sales and saw unemployment in the service sector rise. Because of these unusual circumstances, the online grocery ordering system, which lets businesses talk to their prospects and customers online, has become a necessity. Even though retail owners still face problems like losing a lot of money every year and being limited in how far away they can be from their customers, online ordering has protected their business. The App User Interface has an impact on Logistic Service Quality by enabling customers to select a delivery mode seamlessly. Product information, including price, distance, and delivery method, also affects the quality of logistic services. Furthermore, it is found that logistic service quality influences the perceived convenience of online shopping and that the perceived convenience of online shopping influences purchase intention.

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