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All Journal Jurnal manajemen dan bisnis (Performa) Journal of Applied Digital Business Management
Zulfikar Fauzi
Universitas Sultan Ageng Tirtayasa

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ANALYSIS OF FACTORS AFFECTING TOURISM BUSINESS ENGAGEMENT ON INSTAGRAM SOCIAL MEDIA Zulfikar Fauzi; Rita Komaladewi; Deru R. Indika
Jurnal Manajemen dan Bisnis Performa Vol. 22 No.2 (2025)
Publisher : UPT Publikasi Ilmiah UNISBA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/performa.v22i2.4599

Abstract

The rapid growth of social media has significantly transformed marketing strategies in the tourism industry, enabling businesses to engage directly with potential visitors. However, determining the most effective media type, posting time, and content strategy to maximize engagement remains a key challenge for tourism-related enterprises. This study aims to identify and analyze the combination of media formats, publication times, and content types that generate the highest engagement on the Instagram account @villakancil, a tourism accommodation business. Using a case study approach combined with an experimental design and supported by descriptive qualitative analysis, the research systematically tested different media formats (video and images), posting schedules (business hours and after-hours; weekdays and weekends), and content categories (informative and entertainment). The findings indicate that video content consistently achieves higher engagement than still images, posting after-hours outperforms business hours, weekdays outperform weekends, and informative content attracts more interaction than entertainment content. These results provide practical guidance for tourism marketers to optimize social media strategies and contribute to the theoretical understanding of engagement dynamics in tourism-focused digital marketing.
The Influence of Automated Interactions on Consumer Purchase Decisions Across the Customer Journey: A Systematic Literature Review Hylman Jatmiko Nur Wicaksana; Zulfikar Fauzi
Journal of Applied Digital Business Management Vol. 2 No. 2 (2025): Human Research and Marketing Management
Publisher : Politeknik Mardira Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.71266/16yn5v78

Abstract

This systematic literature review investigates how automated interaction such as chatbots, voice assistants, and conversational messaging platforms shape consumer purchase decisions across the stages of the customer journey. Drawing on 13 empirical studies published between 2010 and 2024, the review highlights consistent evidence that automated systems enhance awareness by increasing engagement and social presence; strengthen consideration by improving information quality and personalized recommendations; streamline purchase processes through reduced friction and guided flows; and reinforce post-purchase outcomes via efficient service and emotional responsiveness. Nevertheless, their effectiveness depends on technological sophistication, transparency, privacy management, and contextual relevance. Methodological gaps include limited longitudinal studies, varying measurement approaches, and insufficient exploration of ethical concerns. This review proposes an integrative framework that connects automated interaction mechanisms with consumer behavior dynamics across journey stages.  
Do Marketing Events Matter to Capital Markets? Evidence from the Indonesian Telecommunications Industry Zulfikar Fauzi; Hylman Jatmiko Nur Wicaksana; Intan Tamara Febrinzky; Faisal Akbar
Journal of Applied Digital Business Management Vol. 3 No. 1 (2026): Human Research and Marketing Management
Publisher : Politeknik Mardira Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.71266/ary5wn16

Abstract

This study aims to analyze capital market reactions to large-scale national event marketing in the telecommunications service industry in Indonesia. Event marketing is considered a form of non-financial information that may be reflected in stock price movements. This research employs a quantitative approach using an event study methodology, focusing on PT Telkom Indonesia Tbk (TLKM) and PT Indosat Ooredoo Hutchison Tbk (ISAT) over the period of 2022–2024. The data consist of daily stock prices (market price open) and event marketing dates obtained from official company sources and media reports. The analysis is conducted using a simple regression model with a dummy variable to distinguish between event days and non-event days within the observation window. The results indicate that event marketing does not have a significant effect on stock market price open. Furthermore, no significant differences are found between stock prices on event days and non-event days. These findings suggest that event marketing is not perceived as sufficiently strong information to influence capital market reactions in the short term. This study contributes to the literature by extending the understanding of the role of non-financial information in capital markets, particularly in the context of service industries in emerging economies.
Co-Authors Deru R. Indika Faisal Akbar Hylman Jatmiko Nur Wicaksana Intan Tamara Febrinzky Rita Komaladewi