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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 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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Branding Strategies to Enhance the Appeal of Cultural Heritage Sites for International Tourists Iswanto, Dedy; Irsyad, Ziqrurrahman; Sudarta; Fuzail, Muhammad; Gamri, Muhammad
PROCURATIO: Jurnal Manajemen & Bisnis Vol. 4 No. 2 (2025): July - December
Publisher : PT. Sangadji Media Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62394/projmb.v4i2.150

Abstract

Purpose – This study explores the application of branding in enhancing the attractiveness of cultural heritage sites for international tourists. It investigates the role of branding in shaping tourist perceptions, increasing revisit intention, and improving visitor satisfaction. Design/method/approach – A Systematic Literature Review (SLR) was conducted using literature from Scopus, DOAJ, and Google Scholar. Keywords like "branding," "cultural heritage sites," "tourist attraction," and "tourist perception" were used to select studies published between 2014-2024. Findings – Effective branding strategies, including authentic brand images, experiential marketing, and emotional attachment through historical nostalgia, positively influence tourists’ perceptions and satisfaction. Branding also contributes to local tourism growth and job creation. However, challenges such as information overload and commercialization, which may compromise cultural values, remain. Digital technologies enhance global visibility and cultural narratives. Implications – The study underscores the need for balancing commercial appeal and cultural preservation in branding strategies. Policymakers and tourism managers should focus on authentic branding to attract and retain international tourists. Novelty/Originality – This research offers new insights into how branding influences cultural heritage tourism, particularly regarding the role of digital technologies and the challenges of over-commercialization.
Optimizing Marketing Strategies in Encouraging the Adoption of Mobile-Based Digital Financial Services among Students Tri Yunarni, Baiq Reinelda; K. Tobing, Diana Sulianti; Iswanto, Dedy
Jurnal Ilmiah Manajemen & Bisnis Vol 10 No 2 (2025)
Publisher : Universitas Pendidikan Nasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38043/jimb.v10i2.7072

Abstract

This study analyzes effective marketing strategies to enhance the adoption of mobile application-based financial services among university students, particularly in Indonesia, where mobile banking and e-wallet penetration is high among the youth. The primary aim of this study is to identify and optimize marketing strategies that drive the adoption of digital financial services. Using a Systematic Literature Review (SLR) approach and PRISMA 2020 guidelines, this research analyzes 30 relevant peer-reviewed articles. The synthesis identifies key factors that promote and hinder the adoption of digital financial services. Key findings indicate that digital marketing strategies, particularly through social media, influencer marketing, and personalized content, are effective in increasing students' intention to adopt financial applications. Adoption factors include ease of use, perceived financial benefits, trust in data security, and digital financial literacy. However, major barriers remain, such as low financial literacy and distrust in data security. This research extends TAM and UTAUT models by highlighting the role of modern marketing strategies as external variables influencing adoption. Practically, the study emphasizes the need for integrated education-communication strategies and transparent trust-building mechanisms to enhance adoption. It also recommends focusing on financial literacy education and improving data privacy features to foster broader acceptance among student populations.
Digital Innovation in Enhancing Competitiveness of Destination Marketing Strategy Irsyad, Ziqrurrahman; Fuzail, Muhammad; Iswanto, Dedy; Gamri, Mohammad
Aurora: Journal of Emerging Business Paradigms Vol. 2 No. 2 (2025): In Press
Publisher : PT. Sangadji Media Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62394/aurora.v2i2.147

Abstract

This research aims to analyze the role of digital innovation in improving the competitiveness of tourist destination marketing strategies with a Systematic Literature Review approach. Literature sources were taken from Google Scholar, Scopus, and DOAJ indexers, with a focus on publications between 2014 and 2024. The results show that the application of digital technology in destination marketing has a significant impact on tourist attraction and satisfaction. Innovations such as social media, virtual reality, and digital content have proven to be effective in increasing destination visibility and enhancing the traveler experience. The characteristics of digital technologies, including their ability to provide real-time and interactive information, play an important role in influencing traveler decisions. However, the research also identified challenges such as the digital divide and potential loss of cultural authenticity that need to be addressed, as they may reduce the effectiveness of marketing strategies. Therefore, the balance between digital innovation and preservation of local culture is a key factor in creating an effective and sustainable marketing campaign. The findings are expected to provide insights for destination managers in designing marketing strategies that are more innovative and responsive to changing tourism trends.
The Role of Digital Financial Inclusion in Improving The Sustainability of MSMEs Business after The Covid-19 Pandemic Fitria, Ramadhani Laila; Iswanto, Dedy; Gamri, Mohammad
SCIENTIA: Journal of Multi Disciplinary Science Vol. 4 No. 2 (2025): July-December
Publisher : PT. Sangadji Media Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62394/scientia.v4i2.254

Abstract

This study aims to analyze the role of digital financial inclusion in improving the sustainability of Micro, Small, and Medium Enterprises (MSMEs) post-COVID-19 pandemic through a Systematic Literature Review approach. The literature was collected from indexed databases, Google Scholar, and DOAJ, with a publication period of 2016–2025. The study results indicate that digital transformation, fintech service integration, and digital financial literacy are key pillars that support each other in promoting financial inclusion and MSME sustainability. Digital transformation improves operational efficiency and financial performance, fintech services expand access to financing and promote transparency, while digital financial literacy serves as the foundation for the effective and equitable use of financial technology. However, the study also identified significant gaps in the form of varying MSME digital readiness, limited infrastructure, low digital literacy among vulnerable communities, and regulatory uncertainty that limit optimal implementation. These findings emphasize the need for an integrative strategy that combines digitalization, financial education, and supporting policies to promote more equitable financial inclusion and MSME sustainability post-pandemic.
Employee Perception of Digital Well-Being: A Study on Generation Z In Indonesia's Big Cities Affan, Mohammad Romdhon; Iswanto, Dedy; Fuzail, Muhammad
SCIENTIA: Journal of Multi Disciplinary Science Vol. 4 No. 2 (2025): July-December
Publisher : PT. Sangadji Media Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62394/scientia.v4i2.257

Abstract

Employee well-being has become a strategic aspect of human resource management as it affects workforce performance, engagement, and retention. In the digital era, organizations are increasingly adopting technology-based wellness programs to respond to the dynamic needs of employees, especially Generation Z, known as digital natives. This generation demands flexibility, work-life balance, and attention to mental health through an easily accessible and personalized platform. In Indonesia's major cities such as Jakarta, Bandung, and Surabaya, the challenges of urbanization, work stress, and technological penetration reinforce the urgency of implementing digital welfare programs. However, research on Gen Z's perception of the effectiveness, ease of use, and value of these programs is still limited. This study aims to systematically review the literature to identify trends, challenges, and unmet needs in the implementation of digital health programs among Generation Z employees in urban areas of Indonesia. The results of this review are expected to provide a basis for the development of more adaptive, inclusive, and sustainable HR strategies in supporting the digital health of the younger generation in the modern workplace.
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