The developments of digital marketing in the banking industry have affected the speed of changing customer demands. Therefore, the ability to quickly and agilely adapt to changes plays a key role in ...creating competitive advantages. Despite the significant role of agility in responding to changes, so far there is no research that identifies the agility components of the banking industry in digital marketing. Thus, based on the designing methods of qualitative research, and investigating digital marketing experimentally and theoretically, this study presents a new model for digital marketing agility in the banking industry. In this research, the key theoretical dimensions of digital marketing agility are identified and some suggestions for facilitating the model implementation are provided. The findings of this study include important results for marketing managers in the banking industry and indicate what strategic measures are needed to establish agile practices in the structure, processes and communications of their digital marketing from a practical perspective in the context of agile digital marketing.
The paper aims to study digital marketing models and their impact. Partly in response to the new digital age and partly due to the emergence of new marketing methods. Companies need to use different ...models to control their digital marketing plans. Due to the growing need for digital marketing models, they have investigated what models are in use today and whether it is possible to offer a new model to the market to make things easier for marketers. A new model was created based on one of the companies that use different digital tools. Marketers can learn helpful information from models when developing a digital marketing strategy, conducting an audit, or reviewing online communications. Company leaders must be aware that the marketing strategies they have adopted in the past year will not work under current conditions, which means they should be adapted to current trends.
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CEKLJ, NUK, ODKLJ, UL, UM, UPUK
43.
Variabel Yang Memengaruhi Keberhasilan Wirausaha Pemula Di DIY Ariani, Dorothea Wahyu; Susilo, Yuvensius Sri; Herawan, Jonathan Ersten
Jurnal maksipreneur: manajemen, koperasi, dan entrepreneurship (Online),
12/2023, Volume:
13, Issue:
1
Journal Article
Peer reviewed
Open access
This study aims to conduct a study of novice entrepreneurs in Yogyakarta. This study analyzes the amount of capital, the number of employees, the length of time running the business, the age of the ...entrepreneur, education (graduated from bachelor's degree or high school), and whether the business is a legal entity or not. This study used 335 novice entrepreneurs who filled out a questionnaire followed by in-depth interviews with ten willing novice entrepreneurs. Focus group discussions were also conducted with related sources. The analytical tools used in this research are descriptive analysis and ordinary least squares (OLS). The results showed that the amount of capital and the number of employees affected sales or business income, but the variables of business length, entrepreneurial age, and level of education had no significant effect on sales or business income. In general, the results of this study indicate that there are still various problems in running a business, especially regarding the problem of product marketing and social capital owned by novice entrepreneurs in Yogyakarta.
Members of KWT Sewagati Pasekan Lor encountered difficulties as a result of their lack of knowledge and expertise about the diversification of various processed herbal pastries, food labeling and ...packaging technology, and digital-based product marketing. This volunteering project aims to improve members' knowledge and abilities in relation to the variety of processed herbal pastries, label and packaging technology, and digital-based marketing. The community service method used is counseling which includes theories regarding the diversification of processed herbal pastries, brands, and types of packaging, as well as digital-based marketing practices. The counseling continued with making herbal pastries such as turmeric cakes, cinnamon egg rolls, and ginger nastar. The training on labeling and packaging as well as digital-based marketing practices. The outcomes of this community service project demonstrate that the Partner's knowledge about the variety of processed herbal pastries increased from 50% to 90%, the partner's skills in processing various herbal pastries rose from 55% to 80%, the capacity for comprehending and creating labels and food packaging also improved from 45% to 80% and knowledge and skills in digital marketing increased from 40% to 75%.
Digital marketing has been on the epicentre of many researches. However, there is the need to make clear which are the current trends of the Digital Marketing Strategies regarding luxurious hotels. ...Unfortunately, the COVID-19 pandemic has seriously “damaged” the hospitality industry and it has affected the digital marketing strategies of hotels. The aim of this paper is the evaluation of the most recent applications of digital marketing and especially the social media used by luxurious hotels and their guests (such as Facebook, Trip-advisor). The outcome of the research indicates that social media play a key role on the marketing of luxurious hotels. More specifically, a hotel should take into serious consideration the reviews made on social media by customers. A review can leverage a hotel but also it can doom its reputation. For this reason, the practitioners must give special attention on the reviews that the guests post on social media. The methodology of the paper is literature review. Hence, it will rely on publications. The authors have collected publications from various academic databases, such as SCOPUS, by using the appropriate keywords. The publications were selected based on how relative are with the purpose of this paper. To sum up, the hotel industry has to face a major challenge due to COVID-19 crisis. This crisis, which is an ongoing phenomenon, is expected to change the way that hotels are copying with. One of the changes that the hotel should take into consideration is which strategy will use on social media. This paper has relied on existing theories and speculations that have been made by several authors and they have not been cross-checked with primary researches. Therefore, there is the need for more primary data coming from upcoming publications.
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GEOZS, IJS, IMTLJ, KILJ, KISLJ, NLZOH, NUK, OILJ, PNG, SAZU, SBCE, SBJE, UILJ, UL, UM, UPCLJ, UPUK, ZAGLJ, ZRSKP
The development of the Internet and the implementation of traditional marketing strategies have given rise to the emergence of digital marketing strategies exploited both by SMEs and large companies. ...These companies combine data sciences with digital marketing strategies to sell products, generate brand awareness, or access new markets. The present study aims to understand the role and use of data science by SMEs in their online marketing performance. The research method used in this study is a systematic literature review. The data were analyzed using multiple correspondence analysis (MCA) in the programming language R. Based on the results, we identify a total of seven state-of-the-art uses of data science in digital marketing used by SMEs in their online marketing strategies that are graphically represented and analyzed. In addition, four future lines of research are proposed and discussed to understand the direction of the next steps that SMEs should take to successfully develop their digital strategies. Finally, the review concludes with a discussion of the theoretical and practical implications of our findings for further research on the influence and use of data sciences in SMEs' online marketing performance.
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BFBNIB, NUK, PILJ, SAZU, UL, UM, UPUK
The BUMDes of Katon Margo Sembada is one of the BUMDes affected during the covid-19 pandemic. This impact can be seen from the decrease in income by 30%. This happens because so far BUMDES Katon ...Margo Sembada, still uses conventional methods in marketing. There is no website or social media related to the BUMDES business unit of Katon Margo Sembada, making this BUMDES undeveloped and unknown to many people. In addition, BUMDES Katon Margo Sembada also lacks human resources who can manage BUMDES well through the marketplace and digital marketing. Furthermore, this community service aims to aid BUMDES Katon Margo Sembada based on technology, information, and communication so that the managed business units can be known by the wider community. Through the community empowerment approach, this service is expected to change the existence of the community to be more independent, productive, and prosperous. Based on the results of the initial assessment of the problem, the team has aided in website creation, social media, mentoring and training in media, digital marketing, and marketplace. In addition, the team also initiated by establishing strategic collaboration between BUMDES Katon Margo Sembada and the Government Science Laboratory, University of Muhammadiyah Yogyakarta in the implementation of Information and Communication Technology-Based Management and Assistance.
Business markets are facing major changes due to an increasing digitalization trend and consequent changes in buying behaviors. Practitioners and academics alike have started to emphasize social ...selling as a novel way to tackle these emerging opportunities and challenges at the sales force level. Since research in this area remains embryonic and fragmented, we adopt a discovery-oriented research approach and conceptualize social selling and its key facets based on a systematic literature review and a field study involving thought leading social selling professionals. The findings indicate a need to extend the research focus from social media usage into a concept which comprehends social selling as a broader application of digital marketing principles at the individual salesperson level. Social selling leverages social and digital channels for understanding, connecting with, and engaging influencers, prospects and existing customers at relevant customer purchasing journey touchpoints for building valuable business relationships. We relate the construct to other close selling approaches and explicate its organizational strategy components as well as performance outcomes. The findings advance current understanding of the role of sales in contemporary business markets and have implications for sales and marketing theory and practice.
•We conceptualize social selling based on a discovery oriented study.•It leverages social and digital channels for building business relationships.•It focuses on understanding, connecting with, and engaging relevant actors.•It reflects implementation of digital marketing principles at personal selling.•We identify its key outcomes and organizational strategy elements.
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GEOZS, IJS, IMTLJ, KILJ, KISLJ, NLZOH, NUK, OILJ, PNG, SAZU, SBCE, SBJE, UILJ, UL, UM, UPCLJ, UPUK, ZAGLJ, ZRSKP
This study investigates the impact of sustainability initiatives, choice of content, and engagement with environmental content on environmental awareness. Employing a sample of 435 respondents and ...utilizing Partial Least Squares (PLS) analysis, the research provides valuable insights into the role of digital marketing strategies in fostering environmental consciousness. The findings of this study highlight the substantial influence that digital marketing techniques can have on shaping individuals' awareness and attitudes towards environmental concerns. The confirmed hypotheses underscore the effectiveness of these strategies in promoting environmental awareness among diverse audiences. As the digital landscape continues to evolve, the research contributes to the growing synergy between digital marketing and environmental advocacy, encouraging further exploration and practical applications for a more sustainable future.
The main goal of the research is to present a digital marketing model for the development of the hotel industry (Kish Island study). The method used in the qualitative part of the research is ...foundational data theory, in order to collect data in the qualitative part, a semi-structured interview tool was used, and in the quantitative part, a questionnaire tool (made by the researcher) was used. The statistical sample of the research in the qualitative part includes experts and experts of the hotel and tourism industry, in order to conduct the interviews, the opinions of 12 experts related to the subject of the research were used, and in the quantitative part, in order to complete the questionnaires (made by the researcher), the opinions of 65 managers and employees of Kish Island hotels were used. In order to analyse was used in MAXQDA, the findings based on the data base theory in the qualitative section showed that the 7 components of digital marketing are: technical features of digital tools, relative advantage (value), cost (price), process management, promotion, service quality and information quality, which affect tourism intention. In order to test the conceptual model, a questionnaire consisting of 6 dimensions, 25 components and 59 items was designed and distributed among the statistical sample. The results obtained from the quantitative findings from the structural equation modelling confirm the qualitative findings. the data analysis of the quantitative part of the research was done using smart PLS.
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