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All Journal Jurnal Maneksi (Management Ekonomi Dan Akuntansi)
Sri Wijiastuti
Universitas Tunas Pembangunan Surakarta Indonesia
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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DIGITALISASI MARKETING DALAM UPAYA UNTUK PENINGKATAN KUNJUNGAN PARIWISATA DOMESTIK DI KOTA SURAKARTA Kurniawati Darmaningrum; Sri Wijiastuti; Laksono Sumarto; Darsono Darsono; Syahri Alhusin
Jurnal Maneksi (Management Ekonomi Dan Akuntansi) Vol. 12 No. 1 (2023): MARET
Publisher : Politeknik Negeri Ambon

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (75.072 KB) | DOI: 10.31959/jm.v12i1.1244

Abstract

Indonesian tourism is currently still feeling the impact of the COVID-19 Pandemic that has occurred throughout the world. The COVID-19 pandemic has destroyed the tourism industry and the creative economy in Indonesia. The COVID-19 pandemic has caused tourism trends to change, shifting tourism trends in Indonesia have also impacted several businesses. In order to survive, of course, restaurant industry players must innovate in line with shifts in consumer behavior and habits. This study aims to see directly the impact caused by the COVID-19 Pandemic on three business categories, namely hotels, tourist destinations and restaurants, then create several strategies with the role of digital marketing to increase Indonesian tourism trends in the midst of a pandemic, or even until the pandemic is over. It is hoped that these strategies can revive the tourism sector and the creative economy in Indonesia, which were in a very bad slump when the pandemic hit. The objectives of this study are as follows: (1) to find out whether Social Media Content Marketing has an effect on brand equity, and (2) to find out whether brand equity has an effect on intention to visit
Co-Authors Darsono Darsono Kurniawati Darmaningrum LAKSONO SUMARTO, LAKSONO Syahri Alhusin