Publication Search

This study aims to analyze the marketing strategy implemented by the Ngurah Rai Taxi Transportation Cooperative in responding to competition in the transportation industry in the digital era. Unlike application-based transportation companies, Ngurah Rai Taxi is a local transportation service provider that does not use a booking application, but instead relies on direct marketing activities at Ngurah Rai International Airport and the use of social media as a marketing communication tool. This study employs a descriptive qualitative approach, with data collected through in-depth interviews, field observations, and documentation. The research informants consist of an operational manager, field staff, a social media administrator, and taxi drivers. The findings indicate that the marketing strategy of Ngurah Rai Taxi emphasizes personal interaction, trust, and its image as an official airport taxi. Analysis using the AIDA model shows that consumer attention and interest are built through physical presence in the airport arrival area and direct communication, while desire and action are influenced by factors such as safety, fare certainty, and service comfort. This study confirms that direct service-based marketing strategies remain relevant and competitive within the context of Bali’s tourism market.

This study aims to identify and analyze the leadership style of the Cilampunghilir Village Head in implementing village governance. The study used a descriptive qualitative approach, with data collected through interviews, observation, and documentation. Informants were selected purposively, including the village head, village secretary, village officials, hamlet heads, and relevant community leaders. Data analysis was conducted using an interactive model that included data reduction, data presentation, and conclusion drawing. The results show that the village head's leadership style tends to be democratic and participatory. The village head emphasizes collective decision-making by prioritizing consensus through deliberation and encouraging citizen involvement in every step of governance. In decision-making, the village head strives to involve the wider community so that policy outcomes are well-received. In terms of motivation, the village head actively provides encouragement, rewards, and builds reciprocal cooperation with village officials and residents. He recognizes the importance of appreciation and trust in order to build a cooperative work environment. Furthermore, in communication, the village head is known for being open, accessible, and willing to listen to the aspirations of villagers. In terms of controlling subordinates, the village head provides clear direction, delegates tasks according to competence, and enforces discipline to ensure the smooth implementation of village programs. This indicates a leadership style that balances authority with empowerment. However, the study also identified several weaknesses, including a lack of representation of marginalized groups, low frequency of outreach activities, and unequal access to information. Therefore, it is recommended that deliberation forums be strengthened with a more inclusive approach, diversified outreach methods through the use of digital channels, and increased transparency be implemented to optimize village governance.