The Experience Economy and Marketing Approach in Rural Tourism that Creates Memorable Experience (A Study in Cikolelet Tourism Village)

The approach and use of the experience economy has transformed a tourist village with new added value. The presence of ecotourism-based tourism villages and examines the use of community-based tourism models in the development of tourism villages. Through the CBT model, the development of tourist villages has an impact on reducing unemployment, being able to maintain local wisdom and encouraging village independence. The research objective is to examine the use of the experience economy and the use of the CBT model in the development of the Cikolelet tourism village. The research method uses qualitative research methods. Informants in the study were the head of the tourism village Pokdarwis and member of Pokdarwis of the Cikolelet tourism village who understood tourism villages. Data collection techniques were carried out through observations, interviews, and direct documentation of the research object. The results of the study can be concluded that The experience economy concept can be applied to Cikolelet rural tourism to enhance the tourist experience and create a unique and memorable destination. The experience economy is based on the idea that people are increasingly seeking experiences over material goods, and that businesses can create value by designing and delivering unique and memorable experiences.&nbsp

Pengaruh Fitur Arsitektur, Fitur Interior Dan Fasilitas Penunjang Terhadap Shopping Value

Backgorund - The growing middle class society is growing and the growth of shopping centres has now become a phenomenon in Indonesia. The increase in purchasing power is related to the consumptive pattern which is an indicator of the classification of the middle class in a society. Implicitly this can indicate that the development of shopping centres in Indonesia is influenced by the growth of the middle class in Indonesia. Aim - This study aims to examine the relationship between architectural features, interior features, and supporting facilities on shopping value. Design / methodology / approach - This study uses a non-probability sampling method, namely convenience sampling. This study included 130 respondents. Data collected by conducting surveys. The analysis technique used in this study is multiple linear regression analysis. Finding - The results show that two of the three hypotheses are supported. The hypothesis is the relationship between interior features and shopping value, and the relationship between supporting facilities and shopping value. Research Implication – Managerial implications of the results of this study are to encourage increased comfort associated with architectural features such as the lobby or a comfortable entrance position. This increased comfort is also related to the material used in the architecture. Limitation - This research cannot be separated from the limitations of the study as follows. First, this study uses a non-probability sampling design in which the results of the study cannot be generalized. Secondly, this study only uses one mall

Experienced economic approach in tourism product development in The Keranggan Tourism Village, South Tangerang

The experience economy approach shows that consumers are not only offered a product as a commodity but as an experience. Experience in a destination will distinguish one place from another. The purpose of this research is to examine the four categories of experiences owned by the Keranggan Tourism Village and to provide a product development strategy based on that experience. The four categories are aesthetic experience, entertainment, education, and getting out of the routine. Kampung Keranggan has been developed since 2012 and already has several tourist attractions that are visited by tourists. The research method used is descriptive qualitative. Data collection was done by interviewing the Tourism Awareness Group and field observations. The findings of this study are that Kampung Keranggan already has aspects in realizing the experience, but the packaging still needs to be developed. Among them, the educational experience for tourists is given the experience of food processing production, from harvesting cassava, peeling, steaming, and mashing to forming opaque chips. The results of this experience study will be included in the tourism product development strategy

PELATIHAN PEMBUATAN TOWEL ART DAN MAKING BED KEPADA IBU PKK DARI DESA CURUG WETAN

Salah satu pendapatan yang tertinggi bagi hotel adalah dari hasil penjualan kamar kepada tamu. Oleh karena itu bagaimana menata kamar dengan baik menjadi hal yang sangat penting. Dalam penataan kamar, merapikan tempat tidur dan membuat seni melipat handuk akan menjadi daya tarik utama  di kamar hotel dan hal yang sangat penting untuk dipelajari dan diketahui. Program Pengabdian kepada Masyarakat (PkM) ini dilakukan berdasarkan analisis kebutuhan dari Ibu-Ibu PKK (Pemberdayaan Kesejahteraan Keluarga)  di Curug Wetan dalam merapikan tempat tidur dan melipat handuk di rumah masing-masing agar terlihat menarik. Pelatihan ini berupaya untuk meningkatkan keterampilan para Ibu-Ibu PKK dan dilaksanakan oleh mahasiswa dan dosen dari Fakultas Pariwisata Prodi Pengelolaan Perhotelan. Pola ajar dilakukan dengan workshop pembuatan towel art dan making bed bagi ibu-ibu PKK di desa curug wetan. Tim Pengbadian kepada Masyarakat akan memberikan pelatihan kepada ibu-ibu PKK di  Desa  Curug  Wetan  dengan  kurang  lebih 20 peserta. Tim  Pengabdian  kepada Masyarakat  sangat  mengharapkan  kelancaran  rencana-rencana  yang  akan  dikembangkan  oleh pihak  desa  Curug  Wetan  di  kemudian  hari  demi  kemajuan  desa  tersebut. Untuk mengukur keberhasilan kegiatan ini, akan dilakukan metode pre-test dan post-test. Secara keseluruhan, kegiatan ini menunjukkan upaya yang baik dalam menyusun acara yang terstruktur, menyediakan materi yang relevan, dan melibatkan peserta secara aktif. Evaluasi positif ini dapat dijadikan dasar untuk memperbaiki kualitas pada masa mendatang

Predicting intention to share news through social media: An empirical analysis in Indonesian youth context

The development of digital technology encourages the growth of social media. Social media becomes a platform for sharing news, information, images, and many other things. News spreads faster and becomes viral. This phenomenon can be regarded as a "news-find-me" phenomenon. The aim of this research is to assess the relationship between information sharing, entertainment, and socialization as three main predictors of attitude towards news sharing. This research also assesses the relationship between attitude and intention to share news. The data was collected through a survey with the non-probability sampling technique. Specifically, a purposive sampling design involving 200 respondents was applied. The data then were analyzed by applying structural equation modeling. Results show that all research hypotheses were supported

PENGARUH MANAJEMEN HUBUNGAN MASYARAKAT DAN ORIENTASI PEMASARAN HUBUNGAN TERHADAP LOYALITAS MEREK DENGAN KETERLIBATAN PELANGGAN DAN KEPERCAYAAN MEREK SEBAGAI VARIABEL MEDIASI [THE INFLUENCE OF PUBLIC RELATIONS MANAGEMENT AND RELATIONSHIP MARKETING ORIENTATION ON BRAND LOYALTY WITH CUSTOMER INVOLVEMENT AND BRAND TRUST AS MEDIATION VARIABLES]

The development of the food and beverage industry, especially the cafe business, is classified as fast growing. Cafes are a type of business that is rapidly growing along with changes in people's lifestyles. Cafes are not only a place to enjoy food and drinks, but a place for mixing cultures and subcultures for social communities which are places to socialize. This research was conducted to determine the effect of public relations management and relationship marketing orientation on brand loyalty with customer involvement and brand trust as mediating variables. This study uses quantitative methods and data collection techniques by distributing electronic questionnaires using non-probability sampling methods, namely purposive sampling. The samples taken for this study were 188 respondents. Data were analyzed using Structured Equation Modeling-Partial Least Squares (PLS-SEM) with SmartPLS3 software. In this study there are ten hypotheses and supported and four unsupported hypotheses. The results of this study indicate that there is a positive influence between community relationship management and customer engagement and brand trust. There is a positive influence between relationship marketing orientation and customer engagement and brand loyalty. There is a positive influence between customer engagement with brand trust and brand loyalty. There is a positive influence between brand trust and brand loyalty. There is a positive influence between relationship marketing orientation and brand loyalty mediated by customer engagement. There is a positive influence between relationship marketing orientation and brand loyalty mediated by brand trust. There is a positive influence between customer engagement and brand loyalty mediated by brand trust. Then, there is no positive influence between community relationship management and brand loyalty. There is no positive influence between relationship marketing orientation and brand trust. There is no positive influence between community relationship management and brand loyalty mediated by customer engagement. There is no positive influence between community relationship management and brand loyalty mediated by brand trust. This study provides theoretical implications, managerial implications, and recommendations for further research. Abstrak dalam Bahasa Indonesia. Kafe merupakan salah satu jenis usaha yang cepat bertumbuh seiring dengan perubahan gaya hidup masyarakat. Kafe tidak hanya menjadi tempat untuk menikmati makanan dan minuman, namun menjadi tempat percampuran budaya dan subkultur bagi komunitas sosial yang menjadi tempat untuk bersosialisasi. Penelitian ini dilaksanakan untuk mengetahui pengaruh manajemen hubungan masyarakat dan orientasi pemasaran hubungan terhadap loyalitas merek dengan keterlibatan pelanggan dan kepercayaan merek sebagai mediator. Penelitian ini menggunakan metode kuantitatif dan teknik pengumpulan data menggunakan Google form dengan menggunakan metode sampling non probabilitas yaitu, sampling bertujuan. Sampel yang diambil untuk penelitian ini adalah 188 responden. Data dianalisis menggunakan Structured Equation Modelling- Partial Least Square (PLS-SEM). Hasil penelitian ini menunjukkan bahwa terdapat pengaruh positif manajemen hubungan masyarakat dengan keterlibatan pelanggan, dan kepercayaan merek. Terdapat pengaruh positif orientasi pemasaran hubungan dengan keterlibatan pelanggan dan loyalitas merek. Terdapat pengaruh positif keterlibatan pelanggan dengan kepercayaan merek dan loyalitas merek. Terdapat pengaruh positif kepercayaan merek dengan loyalitas merek. Terdapat pengaruh positif orientasi pemasaran hubungan dengan loyalitas merek yang di mediasi oleh keterlibatan pelanggan. Terdapat pengaruh positif orientasi pemasaran hubungan dengan loyalitas merek yang di mediasi oleh kepercayaan merek. Terdapat pengaruh positif keterlibatan pelanggan dengan loyalitas merek yang di mediasi oleh kepercayaan merek. Kemudian tidak terdapat pengaruh positif manajemen hubungan masyarakat dengan loyalitas merek. Tidak terdapat pengaruh positif orientasi pemasaran hubungan dengan kepercayaan merek. Tidak terdapat pengaruh positif manajemen hubungan masyarakat dengan loyalitas merek yang di mediasi oleh keterlibatan pelanggan. Tidak terdapat pengaruh positif manajemen hubungan masyarakat dengan loyalitas merek yang di mediasi oleh kepercayaan merek

PENGARUH GREENWASHING TERHADAP EKUITAS MEREK DAN NIAT PEMBELIAN: SUATU STUDI EMPIRIS

Tujuan dari artikel ini adalah untuk memprediksi pengaruh greenwashing, ekuitas merek hijau, kredibilitas merek, asosiasi merek hijau dan niat pembelian. Sebagai objek pada penelitian, satu merek dipilih, yaitu The Body Shop. Data dikumpulkan dari 260 konsumen dengan menggunakan metode survei, dan structural equation modeling dilakukan untuk menguji hipotesis penelitian.Sebagai hasil, ditemukan bahwa asosiasi merek hijau dan kredibilitas merek mempengaruhi ekuitas merek hijau secara positif, dan ekuitas merek hijau memiliki pengaruh positif dan kuat pada intensitas pembelian konsumen. Selain itu, greenwashing berdampak negatif lemah pada asosiasi merek hijau dan kredibilitas merek, dan karenanya, secara tidak langsung mempengaruhi ekuitas merek hijau dan niat pembelian

Testing Extended Theory Of Planned Behavior in Predicting Entreepreneurship Intention: an Empirical Study

This study aims to predict the relationship between attitudes towards entrepreneurship, subjective norms, perceived behavioral control, and entrepreneurship education on entrepreneurial intentions in XYZ University students. The approach of this research is quantitative research. Data was collected by applying questionnaires. This study consisted of 171 respondents. Data was analyzed by applying validity and reliability tests before hypotheses testing. Findings revealed that attitudes towards entrepreneurship had a positive effect on entrepreneurial intentions, subjective norms had positive effects on entrepreneurial intentions, behavioral control was considered to have positive effect on entrepreneurial intentions, entrepreneurship education has a positive effect on entrepreneurial intentions, moderate entrepreneurship education relationships between attitudes towards entrepreneurship with negative entrepreneurial intentions, entrepreneurship education moderates the relationship between subjective norms on entrepreneurial intentions negatively entrepreneurship education moderates the relationship between perceived behavioral control negative about entrepreneurial intentions