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All Journal Indatu Journal of Management and Accounting
Muhammad Adam
Department of Management, Faculty of Economics and Business, Universitas Syiah Kuala, Banda Aceh 23111, Indonesia
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences Other

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Marketing Strategy for Tourism Potential in the Framework of Regional Development as a Tourist Destination Muhammad Adam; Teuku Roli Ilhamsyah Putra; Mahdani Ibrahim
Indatu Journal of Management and Accounting Vol. 1 No. 1 (2023): September 2023
Publisher : Heca Sentra Analitika

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.60084/ijma.v1i1.81

Abstract

This study discusses the marketing strategy for leveraging the tourism potential of Aceh Province, Indonesia, with the aim of developing the region into a thriving tourist destination. The respondents who participated in the survey included 200 foreign tourists and 100 domestic tourists. The data was tested and verified using Structural Equation Modeling (SEM). The primary data collected in the field indicates that, on the whole, the variables related to the research are still above the average. The results also reveal that the marketing strategy does not significantly impact the attractiveness of tourism in Aceh Province. However, when examining individual constructs within the marketing strategy model, it becomes evident that some of them positively and significantly contribute to the formation of certain dimensions of the marketing strategy, even though they may not have a statistically significant effect on tourism attractiveness. Furthermore, tourism attraction has been found to have a positive and significant impact on the excellence of tourism in Aceh Province. Tourists perceive all the tourist destinations within Aceh Province as highly superior and competitive when compared to destinations in other regions. As a result, the excellence of tourism, as highlighted in this study, is a direct outcome of tourism attractiveness, which encompasses main attractions (uniqueness), natural landscapes, cultural attractions, and traditional handicrafts.
Exploring the Determinants of Repurchase Intentions for Users of Goods Delivery Services Mukhlis Yunus; Mohammad Benny Alexandri; Muhammad Adam; Mahdani Ibrahim; Sofyan Idris
Indatu Journal of Management and Accounting Vol. 1 No. 1 (2023): September 2023
Publisher : Heca Sentra Analitika

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.60084/ijma.v1i1.83

Abstract

Repurchase intentions are crucial for users of goods delivery services, as they directly influence customer trust and brand loyalty. Regarding this importance, this study aims to determine the influence of service quality, price suitability, and online service facilities on repurchase intentions, with customer satisfaction as an intervening variable for goods delivery service users in Aceh Province, Indonesia. Utilizing a sample of 220 people, the results of the Structural Equation Modeling (SEM) method demonstrate that service quality, price suitability, and online service facilities significantly and positively influence repurchase intentions. Moreover, customer satisfaction is found to mediate the influence of service quality, price suitability, and online service facilities on repurchase intentions for goods delivery service users. This implies that companies should focus on improving these aspects of their services to encourage repeat business. Establishing a strong base of loyal customers through effective repurchase strategies can lead to long-term growth and sustainability for goods delivery service providers.
Co-Authors Mahdani Ibrahim Mohammad Benny Alexandri Mukhlis Yunus Sofyan Idris Teuku Roli Ilhamsyah Putra