Articles

Emerging Market Entry: Innovative Marketing Approaches for Tirtagangga Hot Spring Resort Targeting Gen Z and Millennials

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Indonesia, a populous country, exhibits a significant population size. As per data from the Ministry of Home Affairs of the Republic of Indonesia via the Dukcapil Directorate General, the largest generation in Indonesia comprises Gen Z and Millennials. These two generations display various behavioral differences compared to preceding generations, particularly in their travel habits. In order to attain the national tourism target, the Ministry of Tourism and Creative Economy (Kemenparekraf) has designated Gen Z and Millennials as the primary target demographic. Tirtagangga Hot Spring Resort, currently undergoing rebranding efforts, aims to penetrate the Gen Z and Millennial market. Initial research suggests that Tirtagangga Hot Spring Resort faces challenges in attracting hotel guests from this new market. This study employs a quantitative approach, utilizing a questionnaire for customer analysis, and employs SMARTPLS for data processing and hypothesis testing. The research entails conducting interviews with 12 individuals, including business owners and their marketing department. The outcomes reveal a positive impact of Social Media Marketing on Brand Awareness and Brand Image, while Brand Awareness and Brand Image, in turn, positively influence Purchase Intention. Based on these findings, the authors propose several strategies to augment sales, leveraging the SWOT and TOWS tools encompassing both external and internal analyses. The recommended strategy revolves around diversifying promotional strategies that specifically target the hotel’s updated style and activities, aiming to captivate attention and generate interest. A key focus is placed on highlighting the hotel’s unique blend of modern aesthetics and hygienic surroundings. The promotional efforts should emphasize the newly adopted style of the hotel while concurrently advancing its renovation endeavors. This approach effectively showcases the hotel’s fresh aesthetic while preserving its renowned heritage. Additionally, the hotel should enhance its offerings by introducing supplementary activities and amenities, enriching the overall guest experience.

 

Proposed Marketing Strategy to Increase Brand Awareness for Ana Tenun Sukarara

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Following the implementation of the new norms, such as the relocation of MSMEs, the economy of Indonesia is beginning to recover. Returning to the economy in Indonesia, the implementation of this new normal has caused all nations to recommend economic activities, such as removing social restrictions to encourage people to work. New normal activities are characterized by production and consumption patterns that have an impact on digitalization. This study aims to propose marketing strategies to increase brand awareness of Ana Tenun Sukara, the research method used is non-probability aside from the purposive sampling method, states that non-probability sampling is a sampling technique with a population selected based on its availability or considering it can represent the population while purposive sampling is a sampling technique in which this technique chooses purposive sample that aims subjectively by distributing questionnaires to 200 respondents and processing data with PLS- SEM and analyzing internally with Marketing MIX 4P , STP, VRIO and external companies with 5porter porces, PEST and Competitor analysis. The results of this study indicate that social media marketing has a significant positive effect on brand awareness, and social media marketing has a significant positive effect on purchase intention and brand awareness has a significant positive effect on purchase intention.