International Journal of Economic and Tourism Research
Journal Description Journal title: International Journal of Economic and Tourism Research (ECOTOUR) Initial: ECOTOUR Frequency: 4 issues every year (January, April, June, and October) DOI: - Online ISSN: 0000-0000 Editor-in-Chief: Indra Iryanto Nur Hidayat, S.M., M.M. Managing Editor: Wahyu Purnomo, S.Pd. Publisher: PT. Hidayat Muda Intelektual Bero RT 002 / RW 006, Desa Kebondalem Kidul, Prambanan, Klaten, Jawa Tengah, Indonesia. Kode Pos: 57454 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. International Journal of Economic and Tourism Research (ECOTOUR) is process indexed in: Recommended Tools:
A Descriptive Qualitative Study of Consumer Satisfaction and Purchase Interest Among Shopee Users: Evidence from Bangun Purba District
This study aims to provide an in-depth analysis of consumer satisfaction and purchase interest among Shopee users in Bangun Purba District. It explores how digital marketing strategies, service quality, and platform features influence consumer behavior in a localized context. A qualitative descriptive approach was employed to capture the subjective experiences of consumers. Data were gathered through in-depth interviews and participant observations with Shopee users from diverse demographic backgrounds. The analysis utilized Stuart Hall’s Reception Theory to categorize consumer interpretations and thematic analysis to identify key drivers of satisfaction and purchase intention. The results indicate that consumer satisfaction in Bangun Purba District is driven by interactive platform design, real-time engagement through features like Shopee Live, and effective promotional strategies. While the majority of users exhibit a Dominant-Hegemonic reading—readily accepting marketing messages due to informative interfaces—variations in education and experience lead to Negotiated and Oppositional stances. Furthermore, live streaming and video marketing significantly trigger impulsive buying behavior by creating a sense of urgency and exclusivity. This study is limited to a specific geographic area (Bangun Purba District). Theoretically, it enriches the literature on e-commerce by demonstrating how localized socio-cultural factors mediate digital reception. Practically, it suggests that e-commerce platforms and MSMEs must prioritize "visual trust" and culturally resonant communication over price-centric strategies. This research fills an empirical gap by providing a localized qualitative perspective on e-commerce satisfaction in a rural-urban transition area, offering nuanced insights that quantitative metrics often overlook.
Copyright (c) 2026 Erik Estrada (Author) https://creativecommons.org/licenses/by-sa/4.0
Exploring the Influence of Social Media Influencers on Impulse Buying Behavior of FMCG Products: A Qualitative Study
The increasing use of social media influencers in fast-moving consumer goods (FMCG) marketing has reshaped consumer purchasing behavior, particularly impulse buying. Unlike planned purchases, impulse buying is driven by spontaneous emotional responses and situational stimuli. This study aims to explore how social media influencers influence impulse buying behavior of FMCG products from a qualitative perspective. Using a qualitative research design, this study adopts a descriptive approach to understand consumers’ subjective experiences when exposed to influencer content. Data were collected through in-depth interviews with consumers who have purchased FMCG products impulsively after exposure to influencer recommendations on social media. The findings reveal that influencer credibility, emotional appeal, and persuasive storytelling play a significant role in triggering impulse buying. Influencers are perceived as trusted references whose recommendations reduce cognitive evaluation and encourage spontaneous purchasing decisions. This study contributes to consumer behavior and influencer marketing literature by providing contextual insights into the psychological and relational mechanisms underlying impulse buying in FMCG contexts. Practically, the findings offer guidance for marketers in designing ethical and effective influencer strategies that consider consumer emotional responses.
Copyright (c) 2025 Hendry Kurniawan, Indra Iryanto Nur Hidayat (Author) https://creativecommons.org/licenses/by-sa/4.0
Shopee Live as an Interactive Marketing Platform: An Influencer-Based Analysis
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.
Copyright (c) 2025 Wahyu Purnomo, Hendry Kurniawan (Author) https://creativecommons.org/licenses/by-sa/4.0
Optimizing Instagram Engagement Strategies for Culinary SMEs: Evidence from the Bakpia Juwara Satoe Account
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.
Copyright (c) 2025 Wahyu Purnomo, Guntur Andi Pamungkas (Author) https://creativecommons.org/licenses/by-sa/4.0
An Analysis of TikTok Engagement Optimization Strategies: A Case Study of the Bakpia Juwara Satoe Account
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.
Copyright (c) 2026 Wahyu Purnomo, Guntur Andi Pamungkas, Cita Amalia (Author) https://creativecommons.org/licenses/by-sa/4.0
The Influence of Service Quality, Price and Brand Image on Honda Motorcycle Purchase Decisions in Solo Raya
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.
Copyright (c) 2026 Anindita Amelia, La Yandi, Andjar Hernanto https://creativecommons.org/licenses/by-sa/4.0
Marketing Strategies and Creativity of MSMEs in Selling Mozzarella Corndogs
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.
Copyright (c) 2026 Nanang Supriyadi, Gilang Ramadhan, Hendry Kurniawan https://creativecommons.org/licenses/by-sa/4.0
The Effectiveness of Social Media Utilization as a Digital Marketing Tool for Micro, Small, and Medium Enterprises (MSMEs)
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.
Micro, Small, and Medium Enterprises (MSMEs)
Copyright (c) 2026 Imay Delin Sabtha Dewi, Wahyuni Zahra Hidayah, Putri Ayu Salsabillah https://creativecommons.org/licenses/by-sa/4.0
The Influence of Price and Vegetable Quality on Purchase Decisions in the Market: A Systematic Literature Review
This study aims to analyze the influence of price and vegetable quality on consumers' purchasing decisions. Vegetables are a basic necessity for humans and are consumed daily, making factors such as price and quality key considerations in purchasing decisions. The vegetables sold in the market are harvested by farmers and collected by vegetable distributors. The demand for vegetables continues to increase along with public awareness of healthy lifestyles. However, higher vegetable prices can reduce consumers' purchasing power and potentially affect food security. Conversely, stable and affordable prices can increase vegetable consumption, support healthy eating habits, and strengthen household-level food security. The research method used is qualitative descriptive through a literature review. This study analyzes various previous relevant literature, both from national and international journals, totaling 20 journals, to identify patterns and common findings regarding the relationship between price, quality, and purchasing decisions. The review results show that price plays an important role in attracting initial consumer interest, while product quality plays a key role in maintaining consumer satisfaction and loyalty. This study provides a theoretical contribution by summarizing previous research findings and offers direction for future studies. Moreover, traders and market managers need to maintain price stability and improve product quality in order to sustain consumer loyalty.
Copyright (c) 2026 Nurfauziah, Desviana Safitri, Erlina https://creativecommons.org/licenses/by-sa/4.0
The Impact of Rice Price and Product Quality on Consumer Purchase Decisions (Systematic Literature Review)
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.
Copyright (c) 2025 Rika Santi, Indah Nurdiana, Riska Rezievi Anjalina https://creativecommons.org/licenses/by-sa/4.0
Digital Marketing Strategies to Increase Sales of Teh Poci Products Using Instagram: A Systematic Literature Review (SLR) Method
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
Copyright (c) 2025 Ariska Ambar Wati, Meisy Andriani Harahap https://creativecommons.org/licenses/by-sa/4.0
Business Identity Branding Strategy to Enhance The Competitiveness And Sales Performance of The Kodam Coffee MSMEs (Bangun Jaya, Tambusai Utara, Rokan Hulu, Riau)
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.
Copyright (c) 2025 Yogi Mayhenra, Doni Nazahendra, Ikmal https://creativecommons.org/licenses/by-sa/4.0
Systematic Literature Review: The Influence of Ratings and Reviews on Purchasing Decisions for Dried Fruit Snacks
This study has undergone a systematic review of the purchase decision of dried fruit snacks on the shopee e-commerce platform. Digital transformation in the modern era makes changes in consumer behavior in shopping. By conducting a literature search on Google Scholar, we have selected 20 relevant articles. New findings show that the number of publications continues to increase from 2020 to 2025. This research uses the Systematic Literature Review (SLR) method. Through the Systematic Literature Review (SLR) method, this research identifies ten selected journals that are relevant to the topic, published between 2020 and 2025, and discuss specifically the influence of online customer reviews (OCR) and online customer ratings (OCRt) on purchasing decisions. From the results of the analysis, it can be concluded that OCR and OCRt have a positive and significant influence on purchasing decisions, especially in the context of marketplaces such as Shopee. This research shows that public awareness of healthy lifestyles has led to an increase in fruit consumption, including in the form of snacks such as dried fruit snacks. Demand for dried fruit products increases along with practicality, longer shelf life, and nutritional content that is maintained. Based on the analysis of sales data, ratings, and reviews of dried fruit snack products on the Shopee platform, it was found that ratings and reviews have a significant influence on consumer purchasing decisions. Products with high ratings tend to be more trusted by potential buyers, especially if supported by relevant and informative positive reviews.
Copyright (c) 2025 Wahyuni Zahra Hidayah, Imay Delin Sabtha Dewi, Putri Ayu Salsabillah (Author) https://creativecommons.org/licenses/by-sa/4.0
The Influence of Social Media on the Marketing of Home-Based Bread MSME Products
This study aims to analyze the impact of social media usage on the marketing effectiveness of homemade bread MSMEs in the digital era. Micro, Small, and Medium Enterprises (MSMEs), as the backbone of Indonesia's national economy, are currently facing significant challenges amid global competition and shifting consumer behavior. Marketing through social media platforms such as Instagram, Facebook, WhatsApp Business, and TikTok is considered an effective solution, offering low operational costs, broad market reach, and direct interaction with consumers. This research adopts a descriptive qualitative approach based on literature reviews and secondary data analysis to comprehensively understand this phenomenon. The analysis reveals that social media utilization has a positive influence on brand visibility, sales volume growth, and customer loyalty among homemade bread MSMEs. However, several challenges remain, including limited digital literacy, inconsistency in content creation, and underutilization of paid advertising features. These findings underscore the importance of strengthening the digital capacity of MSME actors through continuous training and multi-stakeholder collaboration to optimize social media-based marketing strategies. By leveraging social media effectively, homemade bread MSMEs have the potential to expand their market reach, enhance competitiveness, and reinforce business resilience in the face of an increasingly digitalized market landscape.
Copyright (c) 2025 Nanang Supriyadi, Gilang Ramadhan (Author) https://creativecommons.org/licenses/by-sa/4.0
The Influence of Customer Reviews on Marketplaces on Consumer Trust Using the Systematic Literature Review (SLR) Method
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.
Copyright (c) 2025 Anggi Sasmita, Suci Suci (Author) https://creativecommons.org/licenses/by-sa/4.0
Business Feasibility Study of Nindi Tempe Factory Based on Production and Financial Aspects
The purpose of this study is to analyze the progress of the tempeh factory which is analyzed in terms of technical aspects of production and financial aspects. Analysis of technical and production aspects is a critical stage in assessing a company's readiness to run a business. In line with the technical aspects, financial analysis plays a fundamental role in determining the feasibility of a business so that business actors can make strategic decisions based on accurate calculations, to minimize the risk of loss and maximize potential profits. This study uses a qualitative method through a descriptive approach. carried out in order to see the prospects and feasibility of the Nindi tempeh factory business in Pasar Baru Village, Ujung Batu District. This study was conducted at the Nindi tempeh factory business in Pasar Baru Village, precisely in Ujung Batu District. With a business feasibility study analysis based on technical and production aspects and financial aspects.
Copyright (c) 2025 Aisyah Fahrenzo, Andi Afrizal, Hendry Kurniawan (Author) https://creativecommons.org/licenses/by-sa/4.0
Facing Challenges: Strategies of Female Farmers in Rokan Hulu Regency in Balancing Work and Family Life
This study explores the strategies employed by female farmers in Rokan Hulu Regency, Indonesia, in balancing dual roles as agricultural workers and homemakers. Using a qualitative phenomenological approach, in-depth interviews were conducted with 16 female farmers across 13 villages and 1 urban ward in Rambah District. The research identifies the underlying motivations for assuming dual roles, including economic necessity, family tradition, and personal identity, while also examining the types of work-family conflict experienced. Findings reveal that the most common conflicts are time-based, emotional, and behavioral, where women struggle to manage domestic duties alongside physically demanding agricultural work. To address these challenges, participants adopt adaptive strategies such as strict time management, role negotiation within the household, utilization of labor-saving tools, and reliance on community support networks. The study is grounded in Role Theory and the Work-Life Balance framework, highlighting how female farmers constantly negotiate conflicting demands in socio-economically constrained environments. The findings underscore the importance of gender-sensitive agricultural policy, particularly in providing support services such as childcare, flexible work arrangements, and psychosocial assistance. This research contributes to broader discourses on gender, rural labor, and agrarian resilience, and emphasizes the urgent need for structural interventions to alleviate the burden of work-family conflict faced by women in traditional agricultural systems.
Copyright (c) 2025 Hendry Kurniawan, Erik Estrada, Defidelwina (Author) https://creativecommons.org/licenses/by-sa/4.0
Tourism Marketing Strategies and Cultural Approach of BUMDes Murakabi Using TOWS Analysis in Kebondalem Kidul
This research looks into BUMDes Murakabi's tourist marketing techniques in Kebondalem Kidul, with a focus on the importance of cultural integration in tourism growth. The study takes a qualitative approach, relying on interviews and document analysis to identify the strengths, weaknesses, opportunities, and threats (TOWS) influencing tourist marketing. The data show that BUMDes Murakabi employs a combination of digital and conventional marketing methods, such as social media promotions, influencer partnerships, and local cultural events. Despite these attempts, problems such as inadequate digital marketing knowledge, budget limits, and infrastructural limitations impede tourist growth. The report uses a TOWS analysis to make strategic suggestions. Key assets include a rich cultural past and active community engagement, but drawbacks such as limited promotional reach and dependency on seasonal tourists pose challenges. The increased interest in cultural and sustainable tourism creates opportunities, but problems such as competition and shifting visitor tastes represent considerable hazards. The strategy proposals focus on utilizing cultural heritage, improving digital marketing skills, procuring finance, and enhancing crisis management frameworks. This study adds to the theoretical framework of sustainable tourism marketing and offers practical insights to policymakers and tourism stakeholders. The findings emphasize the significance of balancing commercialization with cultural authenticity in order to achieve long-term viability. Future research should investigate the long-term impact of these initiatives on community resilience and economic growth. BUMDes Murakabi can strengthen its tourist competitiveness by combining cultural preservation with creative marketing strategies.
Copyright (c) 2025 Guntur Andi, Sutopo, Tri Hartanto (Author) https://creativecommons.org/licenses/by-sa/4.0
Integration of AI, Big Data, and Cultural Heritage in Tourism Marketing: A Case Study of Klaten
This study investigates the use of artificial intelligence, big data, and cultural heritage in tourism marketing in Klaten Regency. The study looks at how AI-driven customisation, data analytics, and cultural authenticity help to boost tourist engagement and destination competitiveness. The study uses qualitative methodologies, including interviews with tourism stakeholders and content analysis, to identify significant themes such as AI-driven recommendation systems, data-driven decision-making, and cultural storytelling. The findings indicate that AI-powered solutions considerably improve consumer experiences, and Big Data analytics boost strategic planning and market segmentation. Furthermore, cultural heritage remains an important aspect in attracting tourists, with digital storytelling and immersive technology helping to preserve and promote Klaten's cultural treasures. AI-powered interactive experiences, such as augmented reality (AR) and virtual reality (VR), enhance visitor engagement, making cultural institutions more accessible and desirable. The study emphasizes the importance of predictive analytics in studying visitor behavior and customizing marketing techniques to enhance destination branding. Despite these benefits, issues such as technology infrastructure, data protection concerns, and the digital gap between enterprises remain. Addressing these issues needs collaboration among local governments, tourist stakeholders, and technology suppliers to promote inclusive and ethical AI deployment. The study has theoretical and managerial implications, underlining the importance of sustainable digital strategy and responsible AI implementation. Future research should focus on building AI-powered smart tourism ecosystems in order to promote ethical and culturally sensitive tourist development.
Copyright (c) 2025 Eneng Nuraeni, Wahyu Purnomo, Indra Iryanto Nur Hidayat (Author) https://creativecommons.org/licenses/by-sa/4.0
Analysis of Employee Work Motivation at BAPPEDA Sleman District
Employee motivation is a critical determinant of organizational effectiveness, particularly in public sector institutions such as BAPPEDA Sleman. This study examines the factors influencing employee motivation by analyzing intrinsic and extrinsic motivational drivers. Using a qualitative approach, data were collected through in-depth interviews with employees and management personnel. The findings indicate that public service motivation remains a strong intrinsic driver, fostering employee commitment and engagement. However, extrinsic factors, including leadership style, work environment, career advancement opportunities, and reward systems, also significantly impact motivation levels. Transformational leadership was found to enhance motivation by providing employees with a clear vision, recognition, and support. Conversely, bureaucratic constraints and excessive administrative burdens were identified as demotivating factors. The study highlights the importance of balancing intrinsic and extrinsic motivation through structured human resource policies, leadership development programs, and workplace improvements. The implications suggest that government institutions should adopt comprehensive strategies that integrate psychological and structural aspects of motivation to enhance employee satisfaction and productivity. Future research should explore the long-term effects of motivational strategies and compare public and private sector approaches to motivation. By addressing the identified motivational challenges, public institutions can improve employee performance and contribute more effectively to regional development.
Copyright (c) 2025 Guntur Andi, Nadia Azkal Uyun, Herlina Nur Rahma Sari (Author) https://creativecommons.org/licenses/by-sa/4.0
The Dynamics of Work Quality, Supervision, and Work Environment on Employee Productivity in Barukan Village: A Qualitative Approach
Employee productivity is an important predictor of organizational performance, especially in rural administrative settings where human resources are minimal. Using a qualitative method, this study investigates the influence of job quality, supervision, and working conditions on employee productivity in Barukan Village. In-depth interviews and theme analysis were used to gather data on the important elements impacting productivity. According to the findings, employees' access to training and resources has a major impact on job quality, but supervision is critical in motivating and improving performance outcomes. Furthermore, the work environment, including infrastructure and culture, has a direct impact on employee engagement and productivity. The report emphasizes the need for better training programs, systematic monitoring, and workplace improvements in order to promote a more productive workforce. Theoretical implications correlate with transformational leadership and Herzberg's Two-Factor Theory, which emphasize intrinsic motivation and participatory leadership as major productivity drivers. Practical ideas include digital transformation, leadership development, and infrastructural improvements to improve rural worker efficiency. This study adds to the greater discussion of rural human resource management and offers policymakers and administrators practical insights. Future research should look at the long-term effects of digitization and leadership techniques on rural workforce performance.
Copyright (c) 2025 Wahyu Purnomo, Cakra Hidayat, Melinda Astuti (Author) https://creativecommons.org/licenses/by-sa/4.0
Exploring the Socio-Economic Dynamics of Batik Giriwangi Artisans: A Study on Local Wisdom and Challenges
This study examines the socioeconomic dynamics of Batik Giriwangi artisans in Kebondalem Kidul, Prambanan, focusing on how they adapt to industrial challenges while preserving traditional knowledge. This study investigates how craftspeople adjust to cultural, technical, and economic shifts using qualitative methods and a case study methodology. Participatory observations, in-depth interviews, and document analysis were used to gather data. According to the results, artisans persevere via creativity in goods and community cooperation despite obstacles in the areas of workforce regeneration, digital advertising, and growing raw material costs. This study emphasizes how crucial internet marketing tactics, vocational training, and government assistance are to bolstering the Batik Giriwangi sector.
Copyright (c) 2025 Indra Iryanto Nur Hidayat, Wahyu Purnomo, Guntur Andi Pamungkas (Author) https://creativecommons.org/licenses/by-sa/4.0