Journal of Research on Business and Tourism

Digital Marketing Strategy through Instagram in Payakumbuah Padang Restaurant

2025-05-22T06:34:07+00:00

The development of digital marketing has had a significant impact on business marketing strategies, especially in the culinary sector. This research aims to analyze digital marketing promotion strategies through Instagram implemented by the Padang Payakumbuah Restaurant owned by Arief Muhammad. This research method uses a qualitative approach with data collection in the form of interviews with the management and observations of the Instagram content @padangpayakumbuah. The research findings explain that the digital marketing strategy implemented by Padang Payakumbuah focuses on three aspects: Search Engine Optimization (SEO), Social Media Content, and Quoting. SEO optimization through Google Business and social media can enhance the visibility and the number of visitors to the restaurant. The utilization of engaging and unique content on social media has successfully built engagement and strengthened brand awareness for Padang Payakumbuah. Furthermore, the use of quoting in captions and customer reviews plays a role in establishing trust and consumer loyalty.The digital marketing strategy through Instagram can be considered successful in increasing brand exposure and customer engagement for Padang Payakumbuah. Suggestions for further development include strengthening interactions with followers, conducting regular performance analyses, and implementing customer loyalty programs to maintain competitiveness in the culinary industry.

Kota Rempah: Strengthening Ternate’s Brand Identity through Gastronomic Souvenirs for a Sustainable Tourism

2025-05-22T06:25:56+00:00

Ternate is celebrated for its historic spice trade and has recently adopted the Kota Rempah brand to promote its culinary heritage in support of sustainable tourism. This study examines 93 local MSMEs and their 48 unique gastronomic souvenirs—from nutmeg and kenari confections to seafood preserves—to evaluate their contributions to place identity and inclusive economic growth. Utilizing a qualitative case study design, data were gathered through semi-structured interviews with tourism office and Dekranasda officials, MSME owners, and field observations. Findings reveal that most enterprises cluster in urban districts, a diverse product range rooted in local ingredients, and strong stakeholder interest tempered by challenges in branding consistency, packaging, and geographic reach. The analysis highlights how culinary souvenirs function as cultural carriers, fostering emotional connections, longer visitor stays, and repeat visitation, while also empowering women led businesses and community livelihoods. To harness these opportunities, integrated policy measures are recommended, including shared packaging facilities, cohesive Kota Rempah branding guidelines, and expanded support for peripheral areas. Finally, pursuing geographic indication status for key spice products is proposed to protect authenticity, enhance market differentiation, and further advance sustainable tourism development in Ternate.

Local Community Role in Sustainable Tourism in Saribu Gonjong Village West Sumatra

2025-06-17T05:03:02+00:00

Sustainable tourism can create a positive relationship between tourism and the local environment through three main dimensions: physical environment, socio-cultural sustainability, and economic sustainability. The local community plays an important role in supporting sustainable tourism. Saribu Gonjong Tourism Village (SARUGO), located in West Sumatra, is known for the Minangkabau community life, traditional Rumah Gadang houses, and distinctive cultural dances. This cultural potential needs to be preserved sustainably. However, the community’s role in supporting sustainable tourism is still not optimal, so a more focused Sustainable Tourism concept is needed.

The research used a descriptive qualitative method with primary and secondary data collected through in-depth interviews, participatory observation, and documentation. Saribu Gonjong Village was established in 2019 and is managed collaboratively by the local community, Pokdarwis (Tourism Awareness Group), and village leaders who actively preserve culture and develop tourism potential. The village also opens economic opportunities through homestays, crafts, and agro-tourism, although promotion and facilities need improvement.

Capacity building, especially for the younger generation, is conducted through art and cultural training. With enhanced training and wider community involvement, Saribu Gonjong Tourism Village has the potential to become a leading, sustainable destination that improves the community’s welfare.

Friday Noraebang's Marketing PR Strategies Shape Brand Image Through Powerful Collaboration

2025-06-13T11:34:34+00:00

Korean culture has been a global trend for over thirty years, influencing the world. The Korean entertainment industry has grown rapidly, called the Hallyu phenomenon. Indonesia has a large Hallyu market, providing a golden opportunity for businesses like Friday Noraebang’s, a karaoke event organizer. This research aims to understand and to analyse Friday Noraebang’s Marketing Public Relations strategy to develop a positive image, by collaborating with other brands, and to identify obstacles and solutions to this strategy. It uses Marketing Public Relations approaches such as the pull, push, and pass strategies, with the PESO model concept. The research methodology used is descriptive qualitative method with interview techniques and secondary data. This research found that Friday Noraebang’s has successfully implemented three Marketing Public Relations strategies based on factors that form brand image and six elements of co-branding. The pull, push and pass strategy approach, as well as the use of social media and co-branding collaboration, are the keys to Friday Noraebang’s success in building and strengthening its brand image. Brand that have survived the pandemic are able to adapt to changes in promotional styles, maximising their flexibility and creativity to maintain audience engagement competitive advantage in the entertainment industry.

Evaluation of Community-Based Tourism Development in Nagari Tuo Pariangan

2025-06-17T03:42:32+00:00

Nagari Tuo Pariangan is an area in West Sumatra that maintains Minangkabau traditions. This area is believed to be the place where the Minangkabau civilization began. The unique geographical condition is an added value for Nagari Tuo Pariangan to become one of the priority tourism destinations in Tanah Datar Regency. This research aims to evaluate tourism development in the village based on the CBT stage framework prepared by the Asia Pacific Economic Cooperation (APEC) and uses a qualitative approach. Based on the study's results, community-based tourism development in Nagari Tuo Pariangan can be categorized as a developing CBT because it almost fulfils every stage of development in CBT, even though each stage in community-based tourism development is not fully optimized, and there is still much to be addressed. The development stage of CBT implementation in Nagari Tuo Pariangan is at the stage of market demand and marketing strategy. The stage that has not been carried out at this time is monitoring and evaluation. This study can show the advantages that make it an example for other regions and the shortcomings in optimizing Nagari Tuo Pariangan tourism.

Digital Marketing Strategy Analysis of Hidden Farm Café as a Hidden Gem in Bandung

2025-06-13T11:29:49+00:00

Indonesia’s culinary industry has grown significantly, especially among ventures that adopt unique concepts to attract consumers. One emerging trend is the “hidden gem” approach, where remote locations are embraced as part of a brand’s charm. In Bandung, a city known for its creative energy, the Dago Pakar area offers a perfect setting for such businesses. Hidden Farm Café exemplifies this trend, combining a secluded location with organic homemade meals and a cozy atmosphere that appeals to the growing demand for “healing” experiences. The Café leverages social media, particularly TikTok and Instagram, to reach wider audiences and promote its unique appeal. It has successfully attracted communities such as cyclists and young urbanites seeking authentic culinary destinations. However, this study finds that Hidden Farm Café’s digital marketing remains underutilized due to inconsistent content and weak social media strategy, limiting its outreach and growth potential. Despite these challenges, Hidden Farm Café showcases how culinary businesses can thrive off the beaten path through strong brand identity and targeted digital promotion. With improved digital marketing execution, the hidden gem model can offer a sustainable path for creative culinary ventures in Bandung and beyond.