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All Journal PEDAMAS (Pengabdian Kepada Masyarakat) Journal of Organizational Analysis and Performance
Silvi Yuniar
Universitas Pamulang
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Energy Engineering Health Professions Law, Crime, Criminology & Criminal Justice Social Sciences

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Transforming the Four Pillars of Holistic Marketing in the Social Media Ecosystem: Systematic Literature Review 2020-2026 Amalia Fatia; Tiara Asti Meida; Silvi Yuniar; Veronika Joan Jasmine
Journal of Organizational Performance and Analysis Vol. 2 No. 2 (2026): Journal of Organizational Analysis and Performance
Publisher : Athallah Publishing Globalindo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.64845/optimanus.v2i2.400

Abstract

The development of social media as a business ecosystem has driven a paradigm shift in marketing from a partial approach to an integrated holistic approach. The concept of holistic marketing introduced by Kotler and Keller, with its four pillars including relationship, internal, integrated, and societal marketing, offers a relevant framework for understanding this transformation. However, there is no systematic synthesis that links the framework to social media marketing practices, especially in the context of developing countries such as Indonesia. This study aims to map the development of research on the application of holistic marketing through social media in the period 2020-2026 using the Systematic Literature Review (SLR) method with the PRISMA protocol. Of the 60 articles identified through Google Scholar, Garuda, and OpenAlex, as many as 20 articles met the inclusion criteria for thematic analysis. The results of the synthesis identified four main themes the dominance of relationship marketing that transformed into community-driven engagement; the transition of integrated marketing from traditional IMC to data-based omnichannel; (3) the shift of societal marketing from CSR as an add-on to a core strategy; and internal marketing as the least underrepresented pillar, creating asymmetry in the implementation of holistic marketing. The conceptual contribution of this article is the first synthesis to connect Kotler's four-pillar framework to the social media ecosystem, while providing a future research roadmap for the development of holistic marketing in the digital age.
AKSELERASI KOMPETENSI ADAPTIF DAN TRANSFORMASI POLA PIKIR SISWA SMKN 5 PANDEGLANG MENUJU ERA SOCIETY 5.0 Silvi Yuniar; Dede Sulaeman; Winda Julianti; Sirojul Wahhaj Alfiani; Najwa Azkia
PEDAMAS (PENGABDIAN KEPADA MASYARAKAT) Vol. 4 No. 04 (2026): JULI 2026
Publisher : MEDIA INOVASI PENDIDIKAN DAN PUBLIKASI

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Abstract

Transisi dari pendidikan vokasi ke dunia kerja dan perguruan tinggi di era Society 5.0 menuntut kesiapan kognitif dan keterampilan adaptif yang kuat. Namun, siswa SMKN 5 Pandeglang masih menghadapi hambatan psikologis, termasuk resiliensi yang rendah dan keterbatasan literasi perencanaan karier. Untuk mengatasi hal ini, program Pengabdian kepada Masyarakat (PKM) ini menginisiasi transformasi pola pikir dengan menginternalisasi growth mindset serta mengakselerasi kompetensi kognitif, digital, dan karakter. Dilaksanakan melalui lokakarya interaktif, audit mandiri peta jalan karier, dan simulasi produktivitas digital, program ini bertujuan merekonstruksi cara pandang siswa dan meningkatkan kesadaran akan standar industri modern. Pada akhirnya, inisiatif ini membekali siswa untuk menavigasi jalur perguruan tinggi secara strategis dan mencetak talenta yang tangkas secara mental serta cakap digital yang siap menghadapi ekosistem global.
Co-Authors Amalia Fatia Dede Sulaeman Najwa Azkia Sirojul Wahhaj Alfiani Tiara Asti Meida Veronika Joan Jasmine Winda Julianti