IMPLEMENTASI DIGITAL MARKETING DAN STRATEGI PEMASARAN DALAM PENGEMBANGAN UMKM PADA DESTINASI WISATA POHON SERIBU SASAK RANAH PASISIE
This research aims to find the influence of digital marketing and marketing strategies on the development of culinary businesses using a quantitative study approach. The research population was 60, who were all culinary business people at this tourist attraction. Measurement of research variables w...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
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Institut Teknologi dan Bisnis Asia Malang
2024-02-01
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| Series: | Jurnal Ilmiah Bisnis dan Ekonomi Asia |
| Subjects: | |
| Online Access: | https://jurnal.stie.asia.ac.id/index.php/jibeka/article/view/1648 |
| _version_ | 1797318084873158656 |
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| author | Asraf Asraf Mai Yuliza Erdawati Erdawati Sri Utami |
| author_facet | Asraf Asraf Mai Yuliza Erdawati Erdawati Sri Utami |
| author_sort | Asraf Asraf |
| collection | DOAJ |
| description |
This research aims to find the influence of digital marketing and marketing strategies on the development of culinary businesses using a quantitative study approach. The research population was 60, who were all culinary business people at this tourist attraction. Measurement of research variables was carried out using a questionnaire with answers based on a Likert scale, then the data was processed using the SPSS and Smart-PLS applications. Regression testing shows that digital marketing has no significant effect while marketing strategy has a positive and significant effect. The implications of this research show that the use of digital marketing in a short period of time has not had an impact on business development so it needs to be carried out continuously over a long period of time. The right marketing strategy can support business development so it needs to continue to be innovated with new innovations.
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| first_indexed | 2024-03-08T03:45:23Z |
| format | Article |
| id | doaj.art-e9d1b28db8fa464dbc208237100c62cf |
| institution | Directory Open Access Journal |
| issn | 0126-1258 2620-875X |
| language | English |
| last_indexed | 2024-03-08T03:45:23Z |
| publishDate | 2024-02-01 |
| publisher | Institut Teknologi dan Bisnis Asia Malang |
| record_format | Article |
| series | Jurnal Ilmiah Bisnis dan Ekonomi Asia |
| spelling | doaj.art-e9d1b28db8fa464dbc208237100c62cf2024-02-09T18:05:56ZengInstitut Teknologi dan Bisnis Asia MalangJurnal Ilmiah Bisnis dan Ekonomi Asia0126-12582620-875X2024-02-0118110.32815/jibeka.v18i1.1648IMPLEMENTASI DIGITAL MARKETING DAN STRATEGI PEMASARAN DALAM PENGEMBANGAN UMKM PADA DESTINASI WISATA POHON SERIBU SASAK RANAH PASISIEAsraf Asraf0Mai Yuliza1Erdawati Erdawati2Sri Utami3Institut Teknologi Sosial KhatulistiwaInstitut Teknologi dan Ilmu Sosial KhatulistiwaInstitut Teknologi Sosial KhatulistiwaInstitut Teknologi Sosial Khatulistiwa This research aims to find the influence of digital marketing and marketing strategies on the development of culinary businesses using a quantitative study approach. The research population was 60, who were all culinary business people at this tourist attraction. Measurement of research variables was carried out using a questionnaire with answers based on a Likert scale, then the data was processed using the SPSS and Smart-PLS applications. Regression testing shows that digital marketing has no significant effect while marketing strategy has a positive and significant effect. The implications of this research show that the use of digital marketing in a short period of time has not had an impact on business development so it needs to be carried out continuously over a long period of time. The right marketing strategy can support business development so it needs to continue to be innovated with new innovations. https://jurnal.stie.asia.ac.id/index.php/jibeka/article/view/1648business developmentdigital marketingmarketing strategy |
| spellingShingle | Asraf Asraf Mai Yuliza Erdawati Erdawati Sri Utami IMPLEMENTASI DIGITAL MARKETING DAN STRATEGI PEMASARAN DALAM PENGEMBANGAN UMKM PADA DESTINASI WISATA POHON SERIBU SASAK RANAH PASISIE Jurnal Ilmiah Bisnis dan Ekonomi Asia business development digital marketing marketing strategy |
| title | IMPLEMENTASI DIGITAL MARKETING DAN STRATEGI PEMASARAN DALAM PENGEMBANGAN UMKM PADA DESTINASI WISATA POHON SERIBU SASAK RANAH PASISIE |
| title_full | IMPLEMENTASI DIGITAL MARKETING DAN STRATEGI PEMASARAN DALAM PENGEMBANGAN UMKM PADA DESTINASI WISATA POHON SERIBU SASAK RANAH PASISIE |
| title_fullStr | IMPLEMENTASI DIGITAL MARKETING DAN STRATEGI PEMASARAN DALAM PENGEMBANGAN UMKM PADA DESTINASI WISATA POHON SERIBU SASAK RANAH PASISIE |
| title_full_unstemmed | IMPLEMENTASI DIGITAL MARKETING DAN STRATEGI PEMASARAN DALAM PENGEMBANGAN UMKM PADA DESTINASI WISATA POHON SERIBU SASAK RANAH PASISIE |
| title_short | IMPLEMENTASI DIGITAL MARKETING DAN STRATEGI PEMASARAN DALAM PENGEMBANGAN UMKM PADA DESTINASI WISATA POHON SERIBU SASAK RANAH PASISIE |
| title_sort | implementasi digital marketing dan strategi pemasaran dalam pengembangan umkm pada destinasi wisata pohon seribu sasak ranah pasisie |
| topic | business development digital marketing marketing strategy |
| url | https://jurnal.stie.asia.ac.id/index.php/jibeka/article/view/1648 |
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