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All Journal Mercatura Lumina: Journal of Management, Entrepreneurship, and Tourism Capitalis: Journal of Economic Stability, Banking, and Investment
Alfa Rohmatin
STIT Al Azami Cianjur

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Digital Marketing Strategies and Competitive Advantage among Tourism-Based Microenterprises Elinda Novita Dewi; Alfa Rohmatin; Ayu Ambarwati
Journal of Management, Entrepreneurship, and Tourism Vol. 1 No. 1 (2026): : February: Mercatura Lumina: Journal of Management, Entrepreneurship, and Tour
Publisher : CV SCRIPTA INTELEKTUAL MANDIRI

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.65310/be675659

Abstract

The increasing digitalization of tourism markets has intensified competition among tourism-based microenterprises, requiring strategic use of digital marketing to achieve and sustain competitive advantage. Despite widespread adoption of digital tools, empirical evidence explaining how digital marketing strategies translate into competitive outcomes in microenterprise contexts remains limited. This study aims to examine the relationship between digital marketing strategies and competitive advantage among tourism-based microenterprises through an empirical, explanatory research design. Data were collected from tourism microenterprises using a structured questionnaire and analyzed using multivariate statistical techniques, including reliability testing and structural modeling. The results indicate that digital marketing strategies significantly influence competitive advantage, particularly through content engagement, platform integration, and online customer interaction, while basic digital presence alone yields weaker performance effects. The findings further reveal that leadership orientation, collaborative ecosystems, and sustainability-oriented practices strengthen the effectiveness of digital marketing strategies in enhancing differentiation, market reach, and customer retention. The discussion highlights that digital marketing functions as a dynamic strategic capability rather than a mere technological adoption, with long-term competitive advantage emerging from continuous learning, capability development, and alignment with local tourism values. This study contributes to tourism and small business literature by clarifying the mechanisms linking digital marketing strategies to competitive advantage and offers practical implications for microentrepreneurs and policymakers in digitally contested tourism environments.
Digital Banking Transformation and Consumer Protection: A Legal-Economic Review Alfa Rohmatin; Randika Shafly Fawwaz
Capitalis: Journal of Economic Stability, Banking, and Investment Vol. 1 No. 1 (2026): March: Capitalis: Journal of Economic Stability, Banking, and Investment
Publisher : CV SCRIPTA INTELEKTUAL MANDIRI

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Abstract

Digital banking transformation has fundamentally reconfigured the architecture of financial intermediation by integrating artificial intelligence, blockchain-based infrastructures, and data-driven platforms into core banking operations. While these innovations enhance efficiency and financial inclusion, they simultaneously intensify information asymmetries, algorithmic opacity, cybersecurity exposure, and cross-border enforcement challenges that recalibrate consumer vulnerability. This study develops a legal–economic review to examine how emerging technological risks intersect with consumer protection regimes and systemic financial stability. By synthesizing interdisciplinary scholarship on AI governance, crypto-asset regulation, proportionality doctrine, and digital dispute resolution mechanisms, the analysis demonstrates that fragmented regulatory responses amplify uncertainty and erode institutional trust. The paper advances an integrative framework that positions dispute resolution design and proportional regulatory calibration as mediating variables linking micro-level consumer rights to macro-level economic stability. The findings argue that sustainable digital banking ecosystems require embedded accountability architectures, coherent supervisory harmonization, and economically rational enforcement strategies capable of internalizing technological externalities without suppressing innovation
Co-Authors Ayu Ambarwati Elinda Novita Dewi Randika Shafly Fawwaz