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:This research aims to examine and analyze the influence of brand image on the purchasing decisions of students at the Faculty of Economics, Nias University, in the context of online shopping. The background of this study…
stems from the rapid growth of e-commerce in Indonesia, which has significantly changed consumer shopping behavior, particularly among students who are highly adaptive to digital technology. In online shopping situations, where consumers cannot physically assess the product, brand image becomes one of the main factors influencing consumer trust, perceived quality, and confidence in making purchasing decisions. The type of research employed is quantitative research with a survey approach. The study population consisted of 1,959 active students of the Faculty of Economics, Nias University, with a sample of 95 respondents determined using the Slovin formula. Data were collected using a Likert-scale questionnaire covering brand image indicators (strength, favorability, and uniqueness of brand association) as well as purchasing decision indicators (problem recognition, information search, evaluation of alternatives, purchase decision, and post-purchase behavior). The data were analyzed using validity and reliability tests, simple linear regression analysis, t-test, and determination test with the aid of SPSS software. The results of the study indicate that brand image has a positive and significant effect on students' purchasing decisions in online shopping. This finding implies that the stronger the brand image, the higher the tendency of students to make online purchases. Therefore, companies or online businesses need to develop and strengthen their brand image through consistent marketing communication strategies, clear product information, and credible brand reputation to increase consumer loyalty and purchase intention.
Abstract:Research Aims: The development of sustainable cultural tourism is influenced by several factors, namely the promotion strategy and the distinctiveness of a tourist destination. This research aims to identify and test aspects…
ects of promotion strategy and distinctiveness in the analysis of sustainable cultural tourism development in Mamasa Regency through aspects of promotion strategy and distinctiveness.
Design/methodology/approach: This research tends to have a qualitative approach and uses an in-depth interview method with an interview guide. This research utilizes Nvivo 14 as the software employed for data analysis, validity testing, and drawing research conclusions. Additionally, to measure validity in this study, triangulation techniques were used.
Research Findings: The results of this research show that the development of sustainable cultural tourism in Mamasa Regency requires a careful approach to promoting and utilizing cultural uniqueness. With an effective and sustainable promotional strategy, and using cultural uniqueness as the main attraction, Mamasa Regency can position itself as a superior and attractive cultural tourism destination.
Theoretical Contribution/Originality: This research seeks to identify what is needed for planning in organizing and managing the tourism sector to provide maximum contribution to the Mamasa region. Therefore, two aspects are examined: promotion strategies and distinctiveness in the development of cultural tourism.
Abstract:The growth of the cosmetics industry in Indonesia is influenced by the increasing demand for beauty products. One of the contributing factors to this trend is a common issue faced by women, especially Gen Z, which is dull…
l skin. One of the most purchased beauty products by Gen Z is facial serum. The aim of this research is to examine the influence of Negative EWOM (Electronic Word of Mouth) and variety seeking on brand switching behavior, with customer engagement as an intervening variable for Scarlett facial serum among Gen Z consumers. This study employs a quantitative approach with descriptive and causal research methods. Data collection is done through a questionnaire survey with 300 respondents who use Scarlett facial serum in Indonesia. The data analysis technique used is Structural Equation Modeling (SEM) using SmartPLS for research data analysis. The research findings indicate that Negative EWOM have a positive influence on brand switching behavior, Negative EWOM have a negative influence on customer engagement, variety seeking have a negative influence on customer engagement, variety seeking have a positive influence on brand switching behavior, customer engagement have a negative influence on brand switching behavior, Variety seeking on brand switching behavior through customer engagement as an intervening variable have a positive influence, Negative E-WOM on brand switching behavior through customer engagement as an intervening variable also have a positive influence.This research has implications for companies, including the need for companies to enhance product quality and their brand image in response to Negative E-WOM. Companies should also continue to innovate by improving product quality and uniqueness. Additionally, understanding customer preferences and market trends is crucial for competing in a market with many similar products. Maintaining customer interactions can also keep the company top of mind among customers, preventing them from switching to other brands. These actions are necessary to retain customers and prevent brand switching. Referring to several previous studies, research on negative word of mouth, brand switching behavior, variety seeking, and customer engagement has never been conducted simultaneously with the same variables and object.
Abstract:This research discusses the moral values in Javanese Suluk Poetry under three titles, namely “Serate Pupils”, “Introspection” and “Ojo Dumeh”. In this research the author tries to examine the three suluk titles in everyday…
k titles in everyday life. With social problems becoming more numerous and complicated, this research will relate them to existing social realities and will be linked to the values that exist in Javanese suluk. In this research, we will discuss the moral values of Suluk which are adopted from a literary sociology approach to analyze the moral values contained in Javanese Suluk poetry, especially in two poems entitled “Serate Siswa”, “Introspection” and “Ojo Dumeh” . The focus of this research is on religious, social moral values and human interaction with God as reflected in these literary works. This research uses qualitative methods with descriptive analysis techniques to describe and explore information related to the moral values in the two poems. The results of research on the three titles of Syair Suluk Jawa show that the poem “Serate Disciple” emphasizes the importance of manners, simplicity, and respect for others, by describing the relationship between students and teachers as a reflection of the relationship between humans and God. On the other hand, the poems, “Introspection” and “Ojo Dumeh” highlight the wisdom in looking at age and death, reminding people to continue to worship selflessly, and live life humbly. In conclusion, Suluk Javanese poetry, through sociological analysis of literature, is able to convey a deep moral message regarding human relationships with God and others. This research contributes to the understanding of the moral values contained in Javanese literary works, as well as maintaining and introducing the uniqueness of Javanese culture to society.
Abstract:Abstract This research discusses the effectiveness of leadership management in the context of a church. The church, as a Christian community, possesses distinct characteristics, including the diverse backgrounds of its members…
members in terms of age, occupation, education, and social status. Unlike other organizations with financial orientations, the church aims to fulfill the spiritual needs of its members, emphasizing a focus on conformity to Christ. Church leaders are expected not only to exercise authority for regulation but also to empower the congregation. Effective church leadership involves empowerment, exploration of potentials, and acceptance of differences. Church leaders play a crucial role in the effective growth of the church, and leadership management is key to achieving the church's vision and mission. The research methodology employed is a qualitative descriptive approach with literature review. In-depth analysis of the concept of leadership management in the church is conducted by connecting information from various sources, including books, journals, articles, and relevant websites. The findings indicate that the understanding of the church involves spiritual and organizational dimensions, necessitating effective leadership management. Leadership centered on biblical values, resource management, and the empowerment of congregation members becomes crucial in attaining church goals. The differences and uniqueness of the church demand leaders to implement suitable leadership styles, such as democracy, to support the potential of each member. From this research, it can be observed that effective leadership management in the church plays a crucial role in achieving spiritual and organizational objectives. Church leaders need to develop strategies in line with the church's characteristics and leverage the potential of congregation members for sustainable growth.
Abstract:The phenomenon of increasing consumption of homoromantic fiction content among early adult women has given rise to the term Fujoshi, which is often directly associated with support for LGBT issues, although such an interpretation…
pretation does not necessarily reflect individuals’ attitudes in a comprehensive manner. This study is grounded in the need to understand the attitudes of early adult Fujoshi in a more nuanced and non-simplistic way, particularly through the framework of attitude theory encompassing cognitive, affective, and conative dimensions. The research problem focuses on how Fujoshi aged 18-40 interpret, experience, and express their attitudes toward homoromantic fiction content and its relationship to social values and norms in real life. This study employed a descriptive qualitative approach using in-depth interviews with three Fujoshi informants who are members of the XX fan chat group. The findings indicate that social media and peer networks play a significant role in the process of becoming a Fujoshi, as well as in shaping relatively intensive and repetitive patterns of content consumption as a form of emotional entertainment. Cognitively, the informants recognize that homoromantic fiction is related to LGBT issues; however, at the affective level, their interest is primarily driven by the uniqueness of the narrative structure and character dynamics rather than by sexual orientation itself. In the conative dimension, most informants do not demonstrate a tendency to support LGBT practices in real life; some even hold conservative views and display critical awareness of the potential negative impacts of their hobby, which they perceive as not fully aligned with prevailing social norms. The study concludes that Fujoshi attitudes are complex, ambivalent, and highly contextual. The novelty of this research lies in revealing a clear differentiation between the consumption of homoromantic fiction as a form of symbolic entertainment and individuals’ value positions toward social reality, which are often normatively conflated in previous assumptions.
Abstract:AbstractAl-Fazza Cosmetic Store is a store engaged in the sale of cosmetics. In an effort to develop and increase sales value, Al-Fazza Store began selling various accessories such as bracelets, necklaces, hair clips and…
headscarves. To get quality goods and maximum profit, supplier selection is important. However, supplier selection is a problem because each supplier has its own advantages and disadvantages and uniqueness. To help select suppliers at the Al-Fazza Cosmetic Store, the decision support system can provide decision recommendations quickly and accurately based on the criteria given by the decision maker. The method that will be used in processing data and determining decisions in this decision support system is simple additive weighting (saw). The decision results provided by this method can be used as recommendations by decision makers in determining the best supplier.
Keywords: simple additive weighting; information systems; decision support systems; suppliers
Abstrak: Toko Kosmetik Al-Fazza merupakan toko yang bergerak di bidang penjualan kosmetik. Dalam upaya untuk mengembangkan dan meningkatkan nilai penjualan, Toko Al-Fazza mulai menjual berbagai aksesoris seperti gelang, kalung, jepit rambut, dan jilbab. Untuk mendapatkan barang yang berkualitas dan keuntungan yang maksimal, pemilihan supplier merupakan hal yang penting. Akan tetapi, pemilihan supplier menjadi suatu permasalahan karena setiap supplier memiliki kelebihan dan kekurangan serta keunikannya masing-masing untuk membantu pemilihan supplier pada Toko Kosmetik Al-Fazza. Sistem pendukung keputusan tersebut dapat memberikan rekomendasi keputusan secara cepat dan tepat berdasarkan kriteria yang diberikan oleh pengambil keputusan. Metode yang akan digunakan dalam pengolahan data dan penentuan keputusan pada sistem pendukung keputusan ini adalah simple additive weighting (saw). Hasil keputusan yang diberikan oleh metode ini dapat digunakan sebagai rekomendasi oleh pembuat keputusan dalam menentukan supplier terbaik.
Kata kunci: simple additive weighting; sistem informasi; sistem penunjang keputusan;pemasok
Abstract:Nasi tutug oncom is a traditional Sundanese dish, which is not only a food but also reflects the rich culture and life of the Sundanese people. The purpose of this study examines the uniqueness of nasi tutug oncom and how…
w this dish acts as a tool to express the values, identity, and social dynamics of Sundanese society that continues to evolve in the midst of globalization. The method used is descriptive qualitative method with data acquisition through literature study, interviews with culinary experts and the community, and analysis of how tutug oncom rice is presented in various media, this research tries to reveal the deep meaning behind tutug oncom rice. The research sample is tutug oncom rice. The results show that nasi tutug oncom is more than just food; it symbolizes the hospitality, local wisdom and food security of the Sundanese people. The process of making it, serving it, and eating it, is full of meanings that reflect the values of mutual cooperation, simplicity, and respect for nature. In this era of globalization, nasi tutug oncom faces both challenges and opportunities. On the one hand, this dish can become an Indonesian culinary icon that can be recognized worldwide. However, on the other hand, nasi tutug oncom is vulnerable to changes that can eliminate its uniqueness and original characteristics. This research suggests the importance of preserving and developing nasi tutug oncom without sacrificing its cultural and philosophical significance. Overall, this research shows that food is not just a daily necessity. Through nasi tutug oncom, we can see that food has deep social and cultural aspects, which are important for preserving local cultural diversity.