cover
Article Per Year (5 Year)
All
Home Page
OAI Link
Editorial Team
Contact
Reviewer
Google Scholar
Contact Name
INDRA IRYANTO NUR HIDAYAT
Contact Email
ejournaledupust@gmail.com
Phone
+6281510032524
Journal Mail Official
ejournaledupust@gmail.com
Editorial Address
Bero RT 002 / RW 006, Desa Kebondalem Kidul, Prambanan, Klaten, Jawa Tengah, Indonesia. Kode Pos: 57454
Location
Kab. klaten,
Jawa tengah
INDONESIA
International Journal of Economic and Tourism Research
Published by PT Hidayat Muda Intelektual
ISSN : -     EISSN : 31634974     DOI : -
Core Subject :
International Journal of Economic and Tourism Research (ECOTOUR) is a peer-review journal published fourth a year (January, April, June and October) by PT. Hidayat Muda Intelektual, Indonesia. ECOTOUR addresses the broad area of management and tourism applied and its practices in industry, business and tourism. It is particularly receptive to research relevant to the practice of management within the emerging Worldwide and its effects beyond. It covers studies on how management work is done (descriptive) and/or should be done (normative) in diverse organizational forms, either in profit or non-profit firms, private or public sector institutions, or formal or informal social networks. We welcome qualitative case studies with high-quality, rigorous methods, and a strong impact on the field.
Arjuna Subject : -
Articles 30 Documents
 1   2   3 
Digital Marketing Strategies to Increase Sales of Teh Poci Products Using Instagram: A Systematic Literature Review (SLR) Method Ariska Ambar Wati; Meisy Andriani Harahap
International Journal of Economic and Tourism Research Vol. 1 No. 3 (2025): October 2025
Publisher : PT. Hidayat Muda Intelektual

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.0000/ECOTOUR.v1.i3.a22

Abstract

The increasing number of Instagram users each year indicates that the platform has strong potential for continued growth and relevance in the realm of visual content sharing and social interaction in the future. Instagram has proven to be an effective marketing medium for boosting the sales of Es Teh Poci products, as it offers opportunities to reach a broad audience, build an attractive brand image, foster customer relationships, and encourage purchases. The objective of this study is to identify effective digital marketing strategies to increase the sales of Es Teh Poci products through the Instagram application. This research employs a qualitative method using a literature review approach. The data utilized in this study are secondary data obtained from relevant research journals and other credible sources. The findings indicate several strategies to enhance marketing performance on Instagram, including utilizing the comment section and direct messages for direct and personalized promotions, offering incentives to consumers, leveraging influencers, increasing content aligned with social media challenges and trends, reposting user-generated content as testimonials, and incorporating interactive content in both feeds and stories to engage with the audience and evoke emotional responses that may lead to purchase decisions. To further boost sales of Teh Poci products via Instagram, it is essential to focus on compelling content strategies, effective promotional efforts, and active audience engagement
The Influence of Customer Reviews on Marketplaces on Consumer Trust Using the Systematic Literature Review (SLR) Method Anggi Sasmita; Suci Suci
International Journal of Economic and Tourism Research Vol. 1 No. 2 (2025): June 2025
Publisher : PT. Hidayat Muda Intelektual

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.0000/ECOTOUR.v1.i2.a23

Abstract

In the digital age, customer reviews have become one of the most important factors influencing purchasing decisions. This study aims to analyze the impact of customer reviews on consumer trust levels when conducting transactions on marketplace platforms. The method used in this study is a qualitative approach employing a Systematic Literature Review (SLR). The data utilized are secondary data sourced from relevant research journals and other sources. The results of the study indicate that customer reviews have a positive and significant influence on consumer trust levels in marketplaces. Credible, comprehensive, visual reviews, and those that are well-responded to by sellers are critical factors in building consumer trust. Managing customer reviews should be a strategic priority to enhance loyalty, satisfaction, and the sustainability of transactions in the long term. Therefore, online businesses should actively encourage customers to provide positive reviews by maintaining product and service quality. This finding suggests that sellers need to focus on service quality and encourage customers to provide reviews as a strategy to enhance consumer trust and loyalty.
Business Identity Branding Strategy to Enhance The Competitiveness And Sales Performance of The Kodam Coffee MSMEs (Bangun Jaya, Tambusai Utara, Rokan Hulu, Riau) Yogi Mayhenra; Doni Nazahendra; Ikmal
International Journal of Economic and Tourism Research Vol. 1 No. 3 (2025): October 2025
Publisher : PT. Hidayat Muda Intelektual

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.0000/ECOTOUR.v1.i3.a24

Abstract

In the face of increasingly fierce competition, the development of micro, small and medium enterprises (MSMEs) in Indonesia requires the implementation of an effective branding strategy to strengthen business identity. This research was conducted with the aim of analyzing the effect of business identity branding strategies on increasing competitiveness and sales volume at Kodam Coffee MSMEs. A qualitative approach has been applied in this study, with data collection techniques including in-depth interviews, participatory observation, and analysis of related documents. The results showed that the branding strategy which includes the establishment of a logo, packaging design, brand narrative, as well as the utilization of digital marketing has successfully differentiated Kodam Coffee from its competitors. The resulting positive impacts include increased brand awareness, the formation of customer loyalty, and significant sales growth. Based on these findings, it can be concluded that the consistent and planned implementation of branding strategies plays an important role in improving the competitiveness and sales performance of MSMEs, particularly in the coffee industry sector.
The Impact of Rice Price and Product Quality on Consumer Purchase Decisions (Systematic Literature Review) Rika Santi; Indah Nurdiana; Riska Rezievi Anjalina
International Journal of Economic and Tourism Research Vol. 1 No. 3 (2025): October 2025
Publisher : PT. Hidayat Muda Intelektual

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.0000/ECOTOUR.v1.i3.a25

Abstract

This study aims to determine the effect of price and quality of rice products on purchasing decisions. The analysis was conducted using the Systematic Literature Review (SLR) method with a quantitative approach. There were 200 research findings found through the Publish Or Perish (POP) database, but only 20 research articles were considered relevant to the keywords. The results of the study showed that the variables of rice price and product quality were proven to significantly influence consumer purchasing decisions, both directly and partially. Due to its inelastic nature, changes in rice prices can affect food security, but premium rice tends to be preferred over medium rice. Thus, researchers found that there were several studies that quality had a positive effect, while price did not. This shows that customers often prioritize quality over price. The results of this study confirm that in order to support national food security, government policies must be implemented to maintain price stability and improve the quality of rice products. 
The Effectiveness of Social Media Utilization as a Digital Marketing Tool for Micro, Small, and Medium Enterprises (MSMEs) Imay Delin Sabtha Dewi; Wahyuni Zahra Hidayah; Putri Ayu Salsabillah
International Journal of Economic and Tourism Research Vol. 1 No. 4 (2026): January 2026
Publisher : PT. Hidayat Muda Intelektual

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.0000/ECOTOUR.v1.i4.a26

Abstract

This study aims to evaluate the effectiveness of social media utilization within digital marketing strategies for Micro, Small, and Medium Enterprises (MSMEs) through a case study approach. The research employs a descriptive qualitative method with data collection techniques including interviews and observations conducted on two MSMEs: Es Cemil Yummy, which actively uses social media, and Pentol Kuah Merapi, which has not yet utilized social media but is located in a strategic area. The findings indicate that the use of social media, particularly Facebook, can enhance business visibility, expand market reach, and drive sales growth. Meanwhile, a strategic business location has been proven to sustain business continuity despite limited market expansion. This study concludes that social media is an effective marketing tool and represents a strategic necessity for MSMEs to develop sustainably in the digital era. The study also recommends that MSMEs which have not yet adopted digitalization should begin integrating social media into their marketing strategies.
Marketing Strategies and Creativity of MSMEs in Selling Mozzarella Corndogs Nanang Supriyadi; Gilang Ramadhan; Hendry Kurniawan
International Journal of Economic and Tourism Research Vol. 1 No. 4 (2026): January 2026
Publisher : PT. Hidayat Muda Intelektual

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.0000/ECOTOUR.v1.i4.a27

Abstract

This study aims to analyze the marketing strategies and creativity implemented by MSME (Micro, Small, and Medium Enterprises) actors in increasing sales of mozzarella corndog products in Pekanbaru City. Utilizing a qualitative approach and data collection through in-depth interviews with six business actors, this research thematically illustrates how elements such as pricing strategy, digital promotion, product innovation, packaging, and customer experience interact to form an effective marketing strength. Furthermore, the study examines in detail various internal and external factors influencing the success of these marketing strategies, including local market dynamics and the characteristics of the primary target consumers. The findings indicate that bundling strategies, visual content such as “cheese pull” videos, collaboration with local endorsers, as well as visually appealing booth and packaging designs significantly contribute to attracting attention and building customer loyalty. Additionally, the success of these strategies is supported by the utilization of social media as a two-way communication platform, enabling MSME actors to establish more personal and responsive interactions with consumers. These results underscore the importance of integrating creativity, digital technology, and emotional approaches in brand building and enhancing the competitiveness of culinary MSMEs in the current digital era. Moreover, this study highlights the need for capacity development among MSME actors to manage marketing aspects strategically and innovatively in order to face increasingly complex competitive challenges. This research offers both practical and theoretical contributions to the development of digital-based MSME marketing models and can serve as a reference for designing effective and sustainable micro-business mentoring programs at the local level.
The Influence of Service Quality, Price and Brand Image on Honda Motorcycle Purchase Decisions in Solo Raya Anindita Amelia; La Yandi; Andjar Hernanto
International Journal of Economic and Tourism Research Vol. 1 No. 4 (2026): January 2026
Publisher : PT. Hidayat Muda Intelektual

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.0000/ECOTOUR.v1.i4.a30

Abstract

The ever-increasing competition in the Indonesian automotive sector requires motor vehicle manufacturers and distributors to understand the key determinants that shape consumer purchasing behavior. This study explores how service aspects, pricing strategies, and brand reputation influence consumer choices in purchasing Honda two-wheeled vehicles in the Solo Raya area. The research method applied is quantitative by collecting information directly from respondents through a structured digital survey aimed at Honda motorcycle users. Sampling was determined using a purposive technique with specific criteria, resulting in 78 research participants. The research construct includes three predictors (service quality, price, and brand image) and one outcome variable (purchase decision). Data processing applied multiple regression techniques using the SPSS 25th edition application, including validity tests, reliability tests, classical assumption tests, partial tests (t-tests), and coefficients of determination. Empirical findings reveal that the service dimension does not show a substantial impact on purchasing choices. In contrast, price and brand image factors show a substantial positive contribution, with brand image dominating as the strongest predictor. These results indicate that buyers prioritize price competitiveness and the strength of Honda's brand image over the service quality dimension in decision formulation. This research is expected to provide practical insights for distribution stakeholders and expand the academic literature on consumer dynamics in the national automotive sector.  
An Analysis of TikTok Engagement Optimization Strategies: A Case Study of the Bakpia Juwara Satoe Account Wahyu Purnomo; Guntur Andi Pamungkas; Cita Amalia
International Journal of Economic and Tourism Research Vol. 1 No. 4 (2026): January 2026
Publisher : PT. Hidayat Muda Intelektual

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.0000/ECOTOUR.v1.i4.a31

Abstract

The rapid growth of TikTok as an algorithm-driven social media platform has encouraged small and medium-sized enterprises (SMEs) to adopt innovative digital marketing strategies to enhance audience engagement. This study aims to analyze the engagement strategy implemented by Bakpia Juwara Satoe, a local culinary brand that utilizes TikTok as a primary communication and promotional medium. Employing a qualitative research design with a descriptive case study approach, this research explores how content planning, visual presentation, interaction management, and credibility-building practices contribute to audience engagement. Data were collected through in-depth interviews with account managers, participant observation of audience interactions, and analysis of internal TikTok analytics and content archives. The findings reveal that Bakpia Juwara Satoe applies an adaptive–predictive content planning strategy, supported by strong visual identity, the use of attention-grabbing hooks, and active two-way communication in the comment section. Additionally, authentic storytelling and transparent product information play a crucial role in strengthening audience trust and sustaining engagement. The study concludes that effective TikTok engagement for SMEs is not solely dependent on video-centric content, but rather on strategic relevance, visual consistency, and relational communication. These findings contribute to the literature on social media marketing by demonstrating the potential of alternative content formats and engagement-oriented strategies for culinary SMEs operating in competitive digital environments.
Optimizing Instagram Engagement Strategies for Culinary SMEs: Evidence from the Bakpia Juwara Satoe Account Wahyu Purnomo; Guntur Andi Pamungkas
International Journal of Economic and Tourism Research Vol. 1 No. 3 (2025): October 2025
Publisher : PT. Hidayat Muda Intelektual

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.0000/ECOTOUR.v1.i3.a32

Abstract

Instagram has become a key digital platform for small and medium-sized enterprises (SMEs) seeking to strengthen audience engagement through visual communication. This study examines the engagement strategies implemented by Bakpia Juwara Satoe, a local culinary brand that utilizes Instagram as its primary promotional and branding medium. Using a qualitative descriptive case study approach, the research explores how content planning, visual presentation, interaction management, and credibility-building practices shape audience engagement. Data were collected through in-depth interviews with account managers, participant observation of audience interactions, and analysis of internal Instagram analytics and content archives. The findings indicate that Bakpia Juwara Satoe applies adaptive and predictive content planning supported by a consistent visual identity, attention-grabbing visual hooks, and active two-way communication in the comment section. Authentic storytelling and transparent product information further contribute to audience trust and sustained engagement. The study concludes that effective Instagram engagement for culinary SMEs does not depend solely on video-based content. Instead, strategic relevance, visual consistency, and relational communication play a decisive role in enhancing engagement outcomes. These findings contribute to social media marketing literature by highlighting alternative engagement strategies applicable to SMEs operating in competitive digital environments.
Shopee Live as an Interactive Marketing Platform: An Influencer-Based Analysis Wahyu Purnomo; Hendry Kurniawan
International Journal of Economic and Tourism Research Vol. 1 No. 2 (2025): June 2025
Publisher : PT. Hidayat Muda Intelektual

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.0000/ECOTOUR.v1.i2.a33

Abstract

Live commerce has emerged as a prominent digital marketing phenomenon by integrating real-time interaction, entertainment, and online transactions within a single platform. Among various live commerce features, Shopee Live has gained increasing attention as an interactive marketing platform widely utilized by social media influencers to engage audiences. This study aims to analyze how influencers strategically utilize Shopee Live to foster audience engagement, build trust, and facilitate relational communication in live streaming commerce environments. Employing a qualitative research design, this study adopts a case study approach focusing on influencer-led Shopee Live sessions. Data were collected through semi-structured interviews with influencers, non-participant observation of live streaming interactions, and analysis of recorded Shopee Live sessions and engagement indicators. The findings reveal that effective audience engagement on Shopee Live is shaped by real-time interaction, persuasive product demonstration, and influencer credibility. Influencers who actively respond to audience feedback, demonstrate products transparently, and adapt communication styles during live sessions are more likely to generate sustained engagement and trust. The study further indicates that engagement in Shopee Live extends beyond short-term transactional outcomes and reflects a relational process grounded in interactivity and authenticity. This research contributes to the literature on live commerce and influencer marketing by positioning Shopee Live as an interactive marketing platform that supports long-term audience relationships. Practically, the findings offer strategic insights for influencers and brands seeking to optimize live streaming practices in competitive e-commerce environments.

Page 2 of 3 | Total Record : 30

 1   2   3 

Filter by Year

2025 2026


Reset
Filter By Issues
All Issue Vol. 2 No. 2 (2026): June 2026 Vol. 2 No. 1 (2026): April 2026 Vol. 1 No. 4 (2026): January 2026 Vol. 1 No. 3 (2025): October 2025 Vol. 1 No. 2 (2025): June 2025 Vol. 1 No. 1 (2025): April 2025