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All Journal JURNAL MANAJEMEN BISNIS Bulletin of Community Engagement
Sutrisno K Djawa
Universitas Muhammadiyah Luwuk, Indonesia
Religion Arts Humanities Economics, Econometrics & Finance Education Social Sciences Other

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Digital Branding Strategies for Tourism Destinations in Luwuk Banggai: Challenges and Opportunities Wahyudin Rahman; Sutrisno K Djawa; Pardin Lasaksi
Bulletin of Community Engagement Vol. 6 No. 2 (2026): Bulletin of Community Engagement
Publisher : CV. Creative Tugu Pena

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.51278/bce.v6i2.2627

Abstract

This study analyzes the digital branding strategies used to promote tourism destinations in Luwuk Banggai and examines the challenges and opportunities that shape their implementation. Materials and Methods: A qualitative descriptive design was employed. Data were gathered through semi-structured interviews, field observations, documentation, and analysis of tourism-related social media content. Participants represented the tourism office, destination management, local tourism businesses, content creators, and domestic tourists. The material was analyzed thematically through familiarization, coding, categorization, theme development, cross-source comparison, and interpretation. Results: Instagram and TikTok were the most intensively used platforms because they supported visual storytelling, short-form video, rapid circulation, and direct audience interaction. Branding practices centered on destination photography, reels, short videos, captions, hashtags, and user-generated content. At the same time, the findings revealed a visibility–capability gap: strong platform adoption was not yet matched by consistent brand identity, coordinated editorial planning, professional content production, digital marketing competence, promotional resources, or reliable connectivity. Opportunities arose from expanding social media use, visitor-created content, influencer partnerships, digital tourism behavior, and community participation. Conclusions: Digital branding can strengthen the visibility and competitiveness of Luwuk Banggai, but sustainable results require an integrated destination identity, differentiated platform roles, systematic content governance, stronger human-resource capacity, improved infrastructure, and collaboration among public, private, community, and creator stakeholders. The study contributes a contextual explanation of how regional destinations can achieve high online visibility while still facing limited institutional branding capacity.
Creating Shared Value-Based Marketing: Integrating Economic, Social, and Business Value in MSME Partnerships Wahyudin Rahman; Sutrisno K Djawa; Pardin Lasaki
Jurnal Manajemen Bisnis Vol. 13 No. 2 (2026): September
Publisher : Pusat Penerbitan dan Publikasi Ilmiah, FEB, Universitas Muslim Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33096/jmb.v13i2.1677

Abstract

This study examines how Creating Shared Value (CSV) principles, CSV-based marketing strategy, the integration of economic, social, and business value, and stakeholder engagement with sustainable marketing are associated with the perceived effectiveness of CSV implementation among micro, small, and medium enterprise (MSME) partners of JOB Tomori Sulawesi. An explanatory cross-sectional survey was conducted with 250 MSME owners or managers selected purposively from an estimated population of 540 active partners. Data were collected through a 50-item questionnaire using a five-point Likert scale. Item-total correlations, Cronbach's alpha, Harman's single-factor test, descriptive statistics, and multiple linear regression were used to assess the measurement quality and test the hypotheses. All constructs demonstrated acceptable validity and reliability, with item-total correlations ranging from 0.715 to 0.824 and Cronbach's alpha values ranging from 0.861 to 0.917. The model explained 71.2% of the variance in perceived CSV implementation effectiveness. CSV-based marketing strategy had the largest standardized association (beta = 0.267, p = 0.001), followed by CSV principle implementation (beta = 0.241, p = 0.002), stakeholder engagement and sustainable marketing (beta = 0.213, p = 0.004), and economic, social, and business value integration (beta = 0.198, p = 0.005). The findings indicate that CSV is most effective when social objectives are embedded in market access, local supply chains, product development, and stakeholder relationships rather than treated as separate philanthropic activities. Because the study is cross-sectional, self-reported, and limited to one project setting, the results should be interpreted as predictive associations rather than causal effects.
Co-Authors Pardin Lasaki Pardin Lasaksi Wahyudin Rahman