Abstract:Penelitian ini bertujuan untuk mengidentifikasi potensi Pasar Seni To'Pao yang dapat dijadikan sebagai daya tarik promosi, menganalisis hambatan yang dihadapi dalam pelaksanaan promosi, serta merumuskan strategi promosi…
yang tepat untuk mendorong peningkatan jumlah konsumen di Pasar Seni To'Pao Kabupaten Toraja Utara. Pasar seni berbasis budaya memiliki peran strategis dalam mendukung pengembangan pariwisata dan ekonomi kreatif daerah, namun banyak di antaranya menghadapi tantangan dalam menarik konsumen akibat promosi yang belum optimal. Penelitian ini menggunakan pendekatan kualitatif dengan jenis penelitian deskriptif. Informan penelitian terdiri atas empat pelaku UMKM dan empat pengunjung Pasar Seni To'Pao yang dipilih secara purposive. Data dikumpulkan melalui observasi, wawancara mendalam, dan dokumentasi, kemudian dianalisis menggunakan model Miles, Huberman, dan Saldaña yang meliputi pengumpulan data, kondensasi data, penyajian data, serta penarikan kesimpulan. Hasil penelitian menunjukkan bahwa Pasar Seni To'Pao memiliki potensi besar untuk dikembangkan melalui strategi promosi, antara lain keunikan produk kerajinan khas Toraja, lokasi yang strategis di jalur utama Rantepao-Makale, identitas budaya yang kuat, serta keberadaan pelaku UMKM yang menghasilkan produk berkualitas. Namun, kegiatan promosi masih menghadapi berbagai hambatan, yaitu belum optimalnya pemanfaatan media digital, terbatasnya penyebaran informasi kepada masyarakat, berkurangnya jumlah kios yang aktif beroperasi, tingginya persaingan dengan pusat oleh-oleh lainnya, serta jumlah kunjungan yang belum stabil. Berdasarkan kondisi tersebut, strategi promosi yang direkomendasikan meliputi optimalisasi promosi digital melalui media sosial, penguatan promosi berbasis budaya Toraja, peningkatan kerja sama dengan pemerintah dan pelaku industri pariwisata, penyelenggaraan kegiatan promosi secara berkala, serta peningkatan kualitas pelayanan dan kenyamanan kawasan. Penerapan strategi tersebut diharapkan mampu meningkatkan jumlah konsumen sekaligus memperkuat posisi Pasar Seni To'Pao sebagai destinasi wisata belanja berbasis budaya di Kabupaten Toraja Utara.
This study aims to identify the potential of To'Pao Art Market that can be utilized as a promotional attraction, analyze the obstacles encountered in implementing promotional activities, and formulate appropriate promotion strategies to increase the number of consumers at To'Pao Art Market in North Toraja Regency. Culture-based art markets have a strategic role in supporting the development of regional tourism and the creative economy, yet many face challenges in attracting consumers due to suboptimal promotion. This study employed a qualitative approach with a descriptive research design. The research informants consisted of four MSME actors and four visitors to To'Pao Art Market, who were selected using purposive sampling. Data were collected through observation, in-depth interviews, and documentation, and were analyzed using the interactive model of Miles, Huberman, and Saldaña, which includes data collection, data condensation, data display, and conclusion drawing. The findings indicate that To'Pao Art Market possesses considerable potential to support promotional activities, including the uniqueness of Torajan handicraft products, its strategic location on the main Rantepao-Makale route, a strong cultural identity, and the presence of local MSMEs producing high-quality products. However, promotional activities are constrained by several factors, including the limited utilization of digital media, inadequate dissemination of information to the public, the decreasing number of active kiosks, intense competition with other souvenir centers, and unstable visitor numbers. Based on these findings, the recommended promotion strategies include optimizing digital promotion through social media, strengthening culture-based promotional content highlighting Torajan heritage, enhancing collaboration with the government and tourism stakeholders, organizing promotional and cultural events on a regular basis, and improving service quality and visitor convenience. The implementation of these strategies is expected to increase the number of consumers while strengthening the position of To'Pao Art Market as a cultural shopping destination in North Toraja Regency.
Abstract:Penelitian ini bertujuan untuk menganalisis perilaku konsumen dalam keputusan pembelian cinderamata di kawasan Wisata Ke'te Kesu' Kabupaten Toraja Utara. Industri pariwisata budaya telah bertransformasi menjadi industri…
berbasis pengalaman yang mengedepankan nilai emosional, simbolik, dan kultural. Dalam konteks ini, pembelian cinderamata tidak hanya berfungsi sebagai barang konsumsi, tetapi juga sebagai simbol kenangan, identitas budaya, dan representasi pengalaman wisata. Penelitian menggunakan pendekatan kualitatif deskriptif dengan teknik pengumpulan data melalui wawancara mendalam, observasi, dan dokumentasi terhadap lima wisatawan sebagai informan kunci dan lima pelaku UMKM sebagai informan pendukung. Analisis data dilakukan melalui reduksi data, penyajian data, dan penarikan kesimpulan. Hasil penelitian menunjukkan bahwa keputusan pembelian cinderamata di kawasan Wisata Ke'te Kesu' dipengaruhi oleh empat faktor utama, yaitu faktor budaya, sosial, pribadi, dan psikologis. Faktor budaya dan psikologis merupakan faktor yang paling dominan karena wisatawan memandang cinderamata sebagai representasi budaya Toraja yang autentik dan memiliki makna simbolik. Proses keputusan pembelian berlangsung melalui lima tahapan: pengenalan kebutuhan, pencarian informasi, evaluasi alternatif, keputusan pembelian, dan perilaku pasca pembelian. Wisatawan melakukan pertimbangan terhadap harga, kualitas, keunikan, dan nilai budaya produk sebelum memutuskan membeli. Pengalaman wisata yang positif memberikan pengaruh terhadap kepuasan wisatawan dan mendorong niat membeli ulang serta rekomendasi kepada orang lain. Penelitian ini menyimpulkan bahwa keputusan pembelian cinderamata di kawasan Wisata Ke'te Kesu' tidak hanya dipengaruhi oleh kebutuhan fungsional, tetapi juga oleh nilai budaya, pengalaman emosional, dan persepsi wisatawan terhadap keaslian produk budaya Toraja.
Abstract is a brief summary of the paper to help readers quickly determine the main research problem, solutions to solving This study aims to analyze consumer behavior in purchasing decisions of souvenirs at the Ke'te Kesu' Tourism Area in North Toraja Regency. The cultural tourism industry has transformed into an experience-based industry that prioritizes emotional, symbolic, and cultural values. In this context, souvenir purchases serve not only as consumer goods but also as symbols of memories, cultural identity, and representations of tourist experiences. This research employs a qualitative descriptive approach with data collection techniques through in-depth interviews, observation, and documentation involving five tourists as key informants and five MSME actors as supporting informants. Data analysis was conducted through data reduction, data display, and conclusion drawing. The results show that souvenir purchasing decisions at the Ke'te Kesu' Tourism Area are influenced by four main factors: cultural, social, personal, and psychological factors. Cultural and psychological factors are the most dominant because tourists perceive souvenirs as authentic representations of Toraja culture with symbolic meaning. The purchase decision process occurs through five stages: need recognition, information search, alternative evaluation, purchase decision, and post-purchase behavior. Tourists consider price, quality, uniqueness, and cultural value before deciding to purchase a product. Positive tourism experiences influence tourist satisfaction and encourage repeat purchase intentions and recommendations to others. This study concludes that souvenir purchasing decisions at the Ke'te Kesu' Tourism Area are not only influenced by functional needs but also by cultural values, emotional experiences, and tourists' perceptions of the authenticity of Toraja cultural products.
Abstract:The Qur'an, as the primary source of Islamic teachings, contains legal verses that require in-depth interpretation for proper application, one notable example being Tafsir al-Maraghi by Ahmad Musthafa al-Maraghi, a contemporary…
mporary Egyptian scholar known for his moderate stance and independence from madhhab fanaticism. This study aims to reveal al-Maraghi's typology of ijtihad in interpreting legal verses, identify the legal products he produced, and examine his responses to contemporary legal issues. The research employs a library research method with a descriptive-analytical approach and fiqhi tafsir framework, using Tafsir al-Maraghi as the primary source alongside various ahkam tafsir and fiqh works as secondary sources, analyzed through content analysis and comparative reasoning. The findings show that al-Maraghi developed an integrative ijtihad model combining five typologies, namely bayani, tarjihi, maqashidi, istislahi, and tajdidi, with maqashid al-shari'ah orientation as the most dominant character, spanning worship, marriage, inheritance-testament, transactions, politics, and criminal law. The study concludes that this ijtihad pattern produces moderate, contextual legal interpretations relevant to the development of contemporary Islamic law in Indonesia. Further research is recommended to apply a systematic contemporary maqashid approach.
Abstract:This study aims to analyze the influence of E-Service Quality and Brand Image on Customer Loyalty in e-commerce through Impulsive Buying and Purchasing Decisions s on the Erigo fashion brand. This study uses a quantitative…
ve approach with an accidental sampling method, where respondents are consumers who have purchased Erigo fashion products through the e-commerce platform. The number of respondents in this study was 100 people. Data were collected through an online questionnaire and analyzed using the Partial Least Squares (PLS) method with the help of SmartPLS 3 software. The results show that E-Service Quality and Brand Image have a positive and significant effect on Impulsive Buying and Purchasing Decisions s. In addition, Impulsive Buying and Purchasing Decisions s have a positive and significant effect on Customer Loyalty. E-Service Quality and Brand Image also have a positive and significant effect on Customer Loyalty through Impulsive Buying and Purchasing Decisions s. These findings confirm that improving digital service quality and a strong brand image strategically contribute to the formation of impulsive buying behavior and Purchasing Decisions s that ultimately drive Erigo customer loyalty on the e-commerce platform.
Abstract:Traditional markets face increasing competition from modern retail and digital commerce, requiring effective strategies to sustain consumers' visit intention despite physical accessibility constraints. This study investigates…
gates the effects of market image and TikTok promotion on consumers' visit intention, with perceived shopping accessibility serving as a mediating variable in the context of Pasar Cidu Makassar. A quantitative approach was employed using survey data collected from 130 consumers who had visited Pasar Cidu Makassar. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings reveal that market image and TikTok promotion have positive and significant effects on both perceived shopping accessibility and visit intention. Perceived shopping accessibility also has a positive and significant effect on visit intention. However, it does not mediate the relationships between market image and visit intention or between TikTok promotion and visit intention. These findings suggest that consumers' intention to visit a traditional market is influenced more by favorable market image and effective digital promotion than by perceived shopping accessibility. Traditional market managers can utilize TikTok to promote market products, atmosphere, and activities through engaging and informative content to strengthen consumers' intention to visit. Consistent TikTok promotion can also serve as a practical digital marketing strategy to increase the market's visibility among potential visitors. This study contributes to the literature on traditional market marketing by demonstrating the importance of integrating market image and social media promotion to strengthen consumers' visit intention despite physical accessibility limitations.
Abstract:This study aims to determine the the influence of product quality, packaging design, and customer experience on consumer repurchase intention on Ayam Penyet Bang Amin products in Rantauprapat, both partially and simultaneously.…
eously. This type of research is quantitative research with an associative approach. The population in this study were all consumers of Ayam Penyet Bang Amin Rantauprapat. The research sample was determined using the Lemeshow formula so that 96 respondents were obtained with a sampling technique using purposive sampling technique. Primary data were collected through online questionnaires and processed using SPSS version 23. The test results showed that partially, product quality had a positive and significant effect on repurchase intention (t count 3.069 > t table 1.986; Sig. 0.003 < 0.05). Packaging design had a positive and significant effect on repurchase intention (t count 2.446 > t table 1.986; Sig. 0.016 < 0.05). Customer experience also has a positive and significant effect on repurchase intention (t count 3.528 > t table 1.986; Sig. 0.001 < 0.05). Simultaneously, product quality, packaging design, and customer experience have a significant effect on consumer repurchase intention (F count 143.923 > F table 2.70; Sig. 0.000 < 0.05). The coefficient of determination of 0.819 indicates that the variables of product quality, packaging design, and customer experience are able to explain the variation in repurchase intention by 81.9%, while the remaining 18.1% is influenced by other variables outside this research model.
Abstract:Muaro Sentajo possesses the potential to be developed as a production hub for native orchid species due to its location within the natural habitat of orchid species in Kuantan Singingi Regency, directly bordering the Sentajo…
tajo Raya protected forest. Furthermore, the village has an underutilized female labor potential, organized within the Family Welfare Movement (Pemberdayaan dan Kesejahteraan Keluarga / PKK) as the foundational collective for rural women in Muaro Sentajo. This initiative aims to provide knowledge on native orchid species, cultivation techniques, integrated systems with stingless bees (kelulut), and digital marketing. The program implemented a Participatory Action Research (PAR) approach, consisting of asset mapping, practical cultivation workshops, e-commerce platform development, and four months of intensive mentoring. This empowerment program successfully established an active orchid breeding group managing more than 15 native orchid species. Additionally, 83.66% of the participants demonstrated proficiency in operating digital marketing channels (Instagram and Shopee), resulting in the first independent commercial sales of local orchid products. The integration of local ecological assets with modern digital marketing proved effective in enhancing the economic independence of rural women and promoting sustainable community development.
Abstract:Research is the systematic and planned process of collecting, processing, and analyzing data in accordance with scientific principles to seek truth, solve problems, or discover new knowledge. Conducting research often serves…
rves as a final project for undergraduate students to complete their studies; for Educational Technology undergraduates, in particular, development research is highly recommended. Development research—or Research and Development (R&D)—is a scientific method used to create new products or improve existing ones, as well as to test their effectiveness. These products may take the form of media, models, modules, or tools. Specifically for Educational Technology undergraduates, this type of research involves a scientific approach to designing, producing, and testing the feasibility of instructional products—such as interactive media, learning models, or digital modules—to address learning challenges. The primary objective of R&D for Educational Technology undergraduates is to produce instructional products that are valid, practical, and effective in solving learning problems and enhancing the quality of the learning process and performance. The benefits of such research include improved skills in creating instructional products, the ability to solve real-world learning problems, and the development of a professional portfolio.
Abstract:Spent coffee grounds are one of the organic wastes that remain underutilized despite their significant potential to be transformed into value-added products. This community service program aimed to enhance the knowledge…
and practical skills of the residents of Jingkang Village in converting spent coffee grounds into aromatherapy candles and air fresheners based on the principles of the circular economy. The program employed a Participatory Action Research (PAR) approach consisting of problem identification, program planning, training implementation, monitoring and evaluation, and reflection. The activity involved 15 participants, including community members, micro-enterprise actors, and women's community groups. Program effectiveness was evaluated using pre-test and post-test assessments and analysed through a Paired Sample t-test. The results demonstrated that the average participant score increased from 46.70 to 86.00, representing an 84.15% improvement. Statistical analysis confirmed a significant difference between pre-test and post-test scores (p < 0.001). Furthermore, all program success indicators were achieved, including a 100% attendance rate, 100% participant competency in producing the products, a participant satisfaction level of 93.30%, and all products meeting usability standards. The novelty of this program lies in integrating the Participatory Action Research (PAR) approach, circular economy principles, and quantitative statistical evaluation into a community empowerment model utilizing spent coffee grounds as value-added products. This model has strong potential to be replicated in other coffee-producing communities to promote sustainable waste management and local economic development.
Abstract:Songkok Recca Nur Azizah is a business located in Bone Regency that produces traditional handcrafts in the form of traditional headgear characteristic of the Bugis tribe, South Sulawesi. However, amidst modern market competition,…
petition, this traditional craft business faces challenges in optimizing its marketing mix strategy. This study analyzes the implementation of the 7Ps marketing mix strategy in the Nur Azizah Songkok Recca Enterprise in Bone Regency, South Sulawesi. Using a qualitative case study approach, data were collected through observation, in-depth interviews, and documentation. The findings show that the enterprise has implemented the seven elements of the marketing mix, namely product, price, place, promotion, people, process, and physical evidence. Product variety and artisan skills represent the main strengths of the business, while limited digital promotion, conventional payment systems, simple packaging, and a deteriorated business signboard remain key constraints. The study suggests that the enterprise should strengthen digital marketing, adopt cashless payment options, improve product packaging, and renew its physical identity to enhance competitiveness. These findings provide practical insights for culture-based MSMEs seeking to preserve traditional products while adapting to contemporary market changes.