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All Journal EQIEN - JURNAL EKONOMI DAN BISNIS Jurnal Ilmiah Mandala Education (JIME) JISIP: Jurnal Ilmu Sosial dan Pendidikan Jurnal Ilmiah Manajemen dan Bisnis Journal of Management - Small and Medium Enterprises (SME's) Journal of Government and Politics (JGOP) Journal of Applied Data Sciences Jurnal Administrasi Pemerintahan Desa Journal of Education Research Jurnal of Applied Business and Banking (JABB) Apollo: Journal of Tourism and Business Research Horizon PROCURATIO: Jurnal Manajemen dan Bisnis Scientia: Journal of Multi-Disciplinary Science Journal of Managerial Sciences and Studies Journal of Economic Growth and Development Review Journal of Studies on Art, Culture, and Society AURORA: Journal of Emerging Business Paradigms Advance Sustainable Science, Engineering and Technology (ASSET) KAMBOTI : Jurnal Sosial dan Humaniora
Iswanto, Dedy
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Religion Agriculture, Biological Sciences & Forestry Arts Humanities Chemistry Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Environmental Science Industrial & Manufacturing Engineering Law, Crime, Criminology & Criminal Justice Mathematics Nursing Social Sciences Other

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Optimizing Social Media Marketing to Preserve Lombok's Traditions and Culture Iswanto, Dedy; Irsyad, Ziqrurrahman; Istiqlal; Sangadji, Suwandi S.
Apollo: Journal of Tourism and Business Vol. 2 No. 3 (2024): September 2024
Publisher : CV. Media Digital Publikasi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58905/apollo.v2i3.365

Abstract

This research examines the impact of Social Media Marketing on preserving local wisdom on Lombok Island. By employing quantitative methods and multiple linear regression, the study evaluated five independent variables: social media marketing content (X1), user interaction on social media (X2), paid advertising on social media (X3), entertainment and trends on social media (X4), and Electronic Word-of-Mouth (e-WOM) (X5), on the preservation of local traditions and culture (Y). Data from 108 randomly selected participants revealed that user interaction on social media (X2) exerted the most significant influence on the preservation of local traditions and culture, with a coefficient of 0.532 and a t-value of 5.108, significant at p < 0.001. The other variables—content marketing, paid advertising, entertainment, and e-WOM—did not exhibit significant effects. These results indicate that marketing strategies emphasizing active user engagement on social media are more effective in promoting the preservation of local wisdom. Consequently, it is advised that programs aimed at preserving local traditions and culture should prioritize enhancing user interaction on social media, complemented by a holistic approach integrating diverse marketing and community engagement techniques.
The Impact of Digital Marketing, Product Quality, and Customer Relationship Management on Online Shop Consumer Loyalty Qusairi, Andri Al; Candra, Candra; Sudarta, Sudarta; Iswanto, Dedy; Maniza, Lalu Hendra
Eqien - Jurnal Ekonomi dan Bisnis Vol 13 No 04 (2024): Eqien - Journal of Economics and Business
Publisher : Fakultas Ekonomi dan Bisnis Universitas Islam DR KH EZ Mutaqien

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34308/eqien.v13i04.1880

Abstract

This study seeks to explore the effects of digital marketing, product quality, and customer relationship management (CRM) on consumer loyalty within the context of online retail. Employing a quantitative approach, the study conducted a survey among 91 respondents, comprising 34 males and 56 females. Data collection instruments utilized a Likert scale with 29 items designed to measure respondents' perceptions of the study variables. Regression analysis results indicate that collectively, digital marketing, product quality, and CRM explain 49.3% of the variation in consumer loyalty. Specifically, CRM emerges as significantly influential with the highest beta coefficient (0.438) and low statistical significance (p = 0.000), while digital marketing and product quality show less significant impacts With p-values of 0.296 and 0.127, respectively, these results highlight the critical role of effective customer relationship management strategies in fostering consumer loyalty in online commerce. They also indicate the necessity for strategic enhancements in digital marketing and product quality to optimize their influence. This research contributes to the comprehension of the dynamics affecting consumer behavior in the digital age.
Pengaruh Citra Dan Kepercayaan Merek Terhadap Loyalitas Merek (Studi Kasus Kepada Konsumen Telkomsel Di Kantor Pt. Grapari Mataram) Candra, Candra; Suhastini, Novia; Amil, Amil; Iswanto, Dedy
Journal of Government and Politics (JGOP) Vol 1, No 1 (2019): Juli
Publisher : UNIVERSITAS MUHAMMADIYAH MATARAM

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31764/jgop.v1i1.943

Abstract

Munculnya berbagai macam produk dalam suatu kategori dengan kualitas produk yang sudah menjadi standar dan dapat dengan mudah ditiru dan dimiliki oleh siapapun mengakibatkan sulitnya suatu perusahaan untuk mempertahankan dirinya sebagai pemimpin pasar. Untuk mengatasi penetrasi yang dilakukan oleh kompetitor, maka Telkomsel harus tetap menjaga pangsa pasarnya, salah satunya dengan bentuk citra merek (brand image) dan kepercayaan merek (brand trust yang kuat). Jika suatu perusahaan mampu menciptakan citra merek (brand image) dan kepercayaan merek (brand trust) yang kuat, positif dan mempunyai nila (value) dan  brand yang kuat akan menciptakan rasa percaya bagi  konsumen untuk menentukan suatu pilihan pada suatu merek. Sehingga untuk melihat pengaruh citra dan kepercayaan merek terhadap loyalitas konsmune, metode penelitian yang di gunakan adalah pendekatan kuantitatif dengan metode penelitian survei yaitu suatu penelitian yang mengambil sampel dari suatu populasi dengan menggunakan kuesioner sebagai instrumen pengumpulan data. Desain deskriptif adalah untuk mendeskripsikan variabel penelitian. Desain penelitian yang digunakan merupakan penelitian conclusive yang bersifat kausal (causal research), yang bertujuan untuk mempelajari hubungan sebab-akibat antara variabel independen (bebas) terhadap variabel dependen (terikat). Tehnik pengumpulan data yang digunakan adalah Penelitian lapangan, Observasi,Teknik Wawancara dan Kuisioner (angket). Hasil penelitian menunjukkan bahwa variabel independen brand image (citra merek) dan brand trust (kepercayaan merek) berpengaruh posistif dan signifikan baik secara persial maupun simultan  terhadap loyalitas merek (brand trust) dengan tingkat nilai koefisien determinasi (Adjusted R Square) atau kemampuan variasi nilai variabel independen dalam mempengaruhi variabel dependen.
Structural Equation Modeling of Social Media Influences: How Visual Appeal and Product Information Shape Positive Word of Mouth Iswanto, Dedy; Premananto, Gancar Candra; Sudarnice, Sudarnice; Sangadji, Suwandi S.
Journal of Applied Data Sciences Vol 6, No 2: MAY 2025
Publisher : Bright Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47738/jads.v6i2.584

Abstract

Social media has become an essential tool in contemporary marketing strategies, allowing brands to enhance consumer engagement and foster trust. This study examines the direct effects of visual appeal and product information on brand satisfaction and positive Word of Mouth (WOM) in the context of Samsung’s social media campaigns. The research aims to provide empirical insights into how specific content elements drive consumer satisfaction and WOM, which are critical factors in expanding a brand’s digital influence. Data were collected from 132 active social media users frequently exposed to Samsung’s advertisements. Structural Equation Modeling (SEM) using the Partial Least Squares (PLS) approach was employed to analyze the relationships between variables. The results indicate that visual appeal significantly impacts brand satisfaction (path coefficient = 0.419, T-statistic = 3.765, P-value = 0.000) and WOM (path coefficient = 0.221, T-statistic = 2.437, P-value = 0.015). Product information also shows a significant influence on brand satisfaction (path coefficient = 0.337, T-statistic = 3.126, P-value = 0.002) and WOM (path coefficient = 0.320, T-statistic = 3.795, P-value = 0.000). Additionally, brand satisfaction strongly contributes to positive WOM (path coefficient = 0.458, T-statistic = 7.191, P-value = 0.000). The findings emphasize the critical role of high-quality visual and informational content in fostering brand satisfaction and promoting WOM. The novelty of this research lies in its detailed examination of how visual appeal and product information independently influence consumer outcomes, offering actionable insights for marketers. This study contributes to the growing literature on digital marketing by providing evidence-based recommendations for optimizing social media strategies in highly competitive and digitally connected marketplaces.
Analysis of the Experience of Using Augmented Reality Applications for Educational Tourism Bahari, Astrid Octavia; Amol, Febriyanti; Pradana, Dominicus Wahyu; Iswanto, Dedy
Research Horizon Vol. 5 No. 2 (2025): Research Horizon - April 2025
Publisher : LifeSciFi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54518/rh.5.2.2025.542

Abstract

This study aims to systematically examine how Augmented Reality (AR) technology influences user experience in the context of educational tourism. The study was conducted using the Systematic Literature Review (SLR) method based on the PRISMA 2020 protocol, reviewing 13 selected scientific articles obtained from the Scopus database over the past ten years. The analysis was conducted using a thematic analysis approach, focusing on the dimensions of interactivity, perceived authenticity, user engagement, and learning effectiveness. The study findings indicate that the use of AR generally enhances the quality of educational experiences for tourists through immersive visual interfaces, integration of contextual narratives, and personalized content. Several theories, including TAM, SOR, UTAUT, and Perceived Authenticity, were consistently applied to explain the relationship between technology and user behavior. However, this study also identified significant challenges, including infrastructure limitations, low digital literacy, and the lack of integration of local cultural values in AR content development. Therefore, it is recommended to develop cross-sectoral strategies and more adaptive methodological approaches to the local context so that AR technology can be applied more widely and inclusively in supporting learning and cultural preservation in the educational tourism industry.
The Role of Human Resources in Building a Marketing Team Responsive to Global Market Changes: A Systematic Literature Review Supriadi, Yudi Nur; Rialmi, Zackharia; Iswanto, Dedy; Saleh, Amin; Ramadhan, Miftahus Surur
Research Horizon Vol. 5 No. 2 (2025): Research Horizon - April 2025
Publisher : LifeSciFi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54518/rh.5.2.2025.543

Abstract

This research uses the PRISMA 2020-based Systematic Literature Review (SLR) approach to analyze the role of Human Resources (HR) in building a marketing team that is responsive to global market changes. This research aims to explore how HR management can improve the ability of marketing teams to adapt quickly to market changes, as well as to identify the skills and competencies required by marketing team members. A literature search was conducted through databases such as Scopus, Web of Science, and ScienceDirect. The results show that HR strategies that integrate technologies such as Data-Driven Decision-Making and blockchain, as well as the development of adaptation skills and responsive leadership, are highly effective in enhancing the marketing team's ability to respond to global market dynamics. In addition, continuous training and the development of a flexible organizational culture play an important role in creating innovative and responsive marketing teams. Challenges such as inequality in technology adoption, international regulatory differences, and limitations of the research methodology still pose barriers to the practical application of these findings. This study suggests that future research should delve deeper into the influence of innovative technologies in HRM and strategies that can overcome real-world implementation challenges.
Utilization of Local Culture as A Tourism Marketing Instrument Iswanto, Dedy; Irsyad, Ziqrurrahman; Istiqlal, Istiqlal
Aurora: Journal of Emerging Business Paradigms Vol. 2 No. 1 (2025): June
Publisher : PT. Sangadji Media Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62394/aurora.v2i1.151

Abstract

This study aims to explore the utilization of local culture as a tourism marketing instrument through a Systematic Literature Review (SLR) approach. The study was conducted by selecting literature from academic databases such as Scopus, DOAJ, and Google Scholar, using keywords such as “local culture,” “tourism marketing,” “destination branding,” and “cultural tourism” within the time span of 2014-2024. The results show that the integration of local culture in destination promotion significantly enhances tourist attraction and experience. However, challenges such as cultural commodification and overtourism need to be addressed to maintain cultural authenticity. The use of social media and digital technology plays an important role in increasing cultural visibility, but the potential for distortion in the delivery of cultural values remains an important issue. The involvement of local communities as custodians of cultural heritage proved essential in ensuring the sustainability of promotion balanced with the preservation of traditions. Therefore, future research is recommended to explore the social and cultural influences in maintaining the authenticity of local culture in tourism marketing..
Social Media Strategy Approach Zainul Wasik; Saifuddin, Muchammad; Iswanto, Dedy
Journal of Managerial Sciences and Studies Vol. 3 No. 1 (2025): April: Journal of Managerial Sciences and Studies
Publisher : PT. Mawadaku Sukses Solusindo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61160/jomss.v3i1.68

Abstract

This article aims to investigate two main areas: first, to examine the reasons for businesses to create brand pages on social media, as well as their use, tactics and policies, and the expected outcomes; second, how users benefit from these pages, as seen from the company's perspective. In this study, a qualitative research methodology was applied. Initial evidence of the steps taken by their organizations was obtained through face-to-face interviews with 15 marketing managers who oversee their companies' social media presence. activities, including initial evidence of the steps taken by businesses, the reasons behind their involvement, and the results achieved. The main activities of the companies included prize competitions, announcements of new goods and services, fan interaction, provision of useful information, and customer support. With fans, offering useful guidance and information, and handling complaints from customers. The main forces behind this trend were the growing influence of social media, the existence of rivals, strategies from the head office, and the need to save expenses. Engaging with customers, fostering a relationship with them, raising brand recognition, and promoting customer engagement advertising goods and services, and acquiring new clients. The main expected outcomes for the firms were stated to be higher sales and more focused client acquisition. Given the qualitative character of the study and the developing area of social media research, the findings of this investigation should be regarded as preliminary and exploratory in nature, since the social media environment in which they are being refined is still being worked out. Interviewing companies from other industries and social media users would yield a more thorough comprehension of the topic. This essay offers suggestions for social media management strategies as well as some opportunities for business managers. Given the growing importance and penetration of social media in business, this article provides an exploration of how businesses can use social media content.
Artificial Intelligence in Personalized Marketing: Strategies for Enhancing Consumer Engagement Syaharuddin; Hidayanti, Nur Fitri; Iswanto, Dedy; Ningsih, Nurul Hidayati Indra
Advance Sustainable Science Engineering and Technology Vol. 7 No. 2 (2025): February-April
Publisher : Science and Technology Research Centre Universitas PGRI Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26877/df5dwp69

Abstract

This study examines the use of artificial intelligence (AI) in personalized marketing to boost consumer engagement. Using a systematic literature review from Scopus, DOAJ, and Google Scholar, it finds that AI helps predict consumer behavior, optimize communication, and deliver real-time adaptive content. These capabilities enhance customer satisfaction and loyalty. However, challenges such as data privacy, ethical concerns, and the need for human oversight remain. The study recommends investing in AI-driven analytics, automation, and dynamic content strategies to improve customer experience and interaction. 
Decision-Making Factors for Customers Choosing to Buy Green Products Zainul Wasik; S. Sangadji, Suwandi; Iswanto, Dedy
Journal of Managerial Sciences and Studies Vol. 3 No. 2 (2025): Agustus: Journal of Managerial Sciences and Studies
Publisher : PT. Mawadaku Sukses Solusindo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61160/jomss.v3i2.86

Abstract

Asian markets have been the focus of the current study on green consumer behaviour. Despite the literature's observations of Indonesian consumers' environmental concern, little is known about how they behave while buying environmentally responsible products. Thus, the goal of this research is to investigate the variables that affect Indonesian consumers' choices to buy eco-friendly products. This study tests a number of theoretically supported assumptions using a survey-based technique. 410 Indonesian workers in Surabaya were surveyed using a 38-item questionnaire and the snowball sampling approach. Both exploratory and confirmatory factor analysis were used to analyze the data. The suggested idea was tested using structural equation modelling. The results showed that respondents were enthusiastic about supporting environmental protection, aware of their responsibility towards the environment, and tended to seek and learn about environmentally friendly products. The study found that the following customers' decisions to buy eco-friendly items are influenced by the following factors: support for environmental conservation, desire to be environmentally responsible, experience using green products, green business friendliness, and social appeal. Marketers of green products might use these data to develop advertisements that emphasize the advantages of their products for the environment. These strategies will increase consumer satisfaction and have an impact on their purchase decisions. This study provides in-depth information on eco-friendly consumer behaviour in Indonesia by looking at the elements that affect customers' choices to buy environmentally friendly products.
Co-Authors Abdurahman Abdurrahman Affan, Mohammad Romdhon Amil, Amil Amin Saleh, Amin Amol, Febriyanti Bahari, Astrid Octavia Baiq Reinelda Tri Yunarni Candra candra Catur Nugroho, Kuncoro Dominicus Wahyu Pradana Febria Lina, Lia Fitria, Ramadhani Laila Fuzail, Muhammad Gamri, Mohammad Gamri, Muhammad Gancar Candra Premananto Halawa, Forman Hidayanti, Nur Fitri Irsyad, Ziqrurrahman Istiqlal Istiqlal, Istiqlal Junaidi Junaidi K. Tobing, Diana Sulianti Maniza, Lalu Hendra Muchammad Saifuddin Nazwin, Asfarony Hendra Ningsih, Nurul Hidayati Indra Novia Suhastini Qusairi, Andri Al Rachman, M. Taufik Ramadhan, Miftahus Surur Rialmi, Zackharia Sarita, Rahma Sudarnice, Sudarnice Sudarta Sudarta, Sudarta Suwandi S. Sangadji Syaharuddin Syaharuddin Wasik, Zainul YUDI NUR SUPRIADI Zainul Wasik