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All Journal AGRISE Al Ishlah Jurnal Pendidikan Jurnal Penelitian Pendidikan IPA (JPPIPA) IJEBD (International Journal Of Entrepreneurship And Business Development) EKUITAS (Jurnal Ekonomi dan Keuangan) Journal of Applied Data Sciences Jurnal Cahaya Mandalika Indonesian Journal of Engagement, Community Services, Empowerment and Development (IJECSED) International Journal of Engagement and Empowerment (IJE2) Jurnal Minfo Polgan (JMP) Journal of Social Science Studies (JOS3) Utsaha: Journal of Entrepreneurship Jurnal Ilmiah SOSIO AGRIBIS Jurnal Pengabdian Mandiri Acitya Wisesa: Journal of Multidisciplinary Research PROCURATIO: Jurnal Manajemen dan Bisnis Scientia: Journal of Multi-Disciplinary Science Journal of Contemporary Administration and Management (ADMAN) Technology and Society Perspectives (TACIT) Horizon: Indonesian Journal of Multidisciplinary Jurnal Terobosan Peduli Masyarakat (TIRAKAT) Technopreneurship and Educational Development Review (TENDER) Prosiding Seminar Nasional Kusuma AURORA: Journal of Emerging Business Paradigms CITACONOMIA : Economic and Business Studies NALA : Jurnal Pendidikan, Penelitian, dan Pengabdian Masyarakat Jurnal Simki Economic
Wisnujatia, Nugrahini Susantinah
Master's Program In Agribusiness, Universitas Wijaya Kusuma Surabaya.
Religion Agriculture, Biological Sciences & Forestry Humanities Biochemistry, Genetics & Molecular Biology Chemical Engineering, Chemistry & Bioengineering Chemistry Civil Engineering, Building, Construction & Architecture Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Materials Science & Nanotechnology Mathematics Nursing Physics Public Health Social Sciences Other

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Integrating Digital Technology and Social Capital in Tourism Marketing Strategies Nugrahini Susantinah Wisnujati; Hary Sastrywanto; Anindya Prastiwi Setyawati
PROCURATIO: Jurnal Manajemen & Bisnis Vol. 5 No. 1 (2026): January - June
Publisher : PT. Sangadji Media Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62394/projmb.v5i1.288

Abstract

Purpose – This study examines how digital technology integration and social capital influence tourism income in a community-based tourism context. While digital marketing has become an essential strategy in modern tourism development, its effectiveness often depends on the strength of social relationships and community participation. This research aims to analyze the combined role of digital technology, social capital, and communication collaboration in improving tourism income in Ketapanrame Tourism Village, Mojokerto Regency, Indonesia. Design/method/approach – This study employs a quantitative explanatory approach using a cross-sectional survey. Data were collected from tourism stakeholders in Ketapanrame Village through a structured questionnaire using a five-point Likert scale. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS to evaluate the relationships among digital technology, social capital, communication collaboration, and tourism income. Findings – The findings reveal that social capital has the strongest positive and significant effect on tourism income, indicating that trust, community participation, and strong social networks play a crucial role in generating economic benefits from tourism activities. Digital technology significantly strengthens social capital but shows a weak and negative direct effect on tourism income, suggesting that the current use of digital technology has not yet been fully optimized to produce direct economic returns. Communication collaboration significantly supports stakeholder interaction; however, its relationship with tourism income appears negative, indicating that existing coordination mechanisms may still be inefficient or overly bureaucratic. Implications – The results highlight the importance of strengthening community social networks alongside digital transformation initiatives in tourism villages. Policymakers and tourism managers should focus on improving digital literacy, fostering participatory governance, and developing integrated community-based digital marketing strategies to maximize tourism income and ensure sustainable tourism development. Novelty/Originality – This study proposes an integrated techno-social tourism framework by combining the Technology Acceptance Model (TAM) and Social Capital Theory to explain tourism income generation in a rural tourism village context, an area that remains relatively underexplored in empirical tourism research.
Strategi Marketing dan Pengembangan UMKM Berbasis Green Innovation dan Sustainability Business di Era Ekonomi Digital Wisnujati, Nugrahini Susantinah; Setyowati, Anindya Prastiwi; Kusumo, Adiputro Wijoyo; Munjiat, Andrian Nur
HORIZON: Indonesian Journal of Multidisciplinary Vol. 4 No. 3 (2026): HORIZON: Indonesian Journal of Multidisciplinary
Publisher : Lembaga Intelektual Muda (LIM) Maluku

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54373/hijm.v4i3.6227

Abstract

Penelitian ini bertujuan untuk mengkaji strategi marketing dan pengembangan Usaha Mikro, Kecil, dan Menengah (UMKM) berbasis green innovation dan sustainability business di era ekonomi digital. Penelitian menggunakan metode tinjauan pustaka melalui pendekatan kualitatif dan analisis deskriptif. Data diperoleh dari Google Scholar serta berbagai sumber publikasi kredibel lainnya, seperti ScienceDirect dan ResearchGate dalam rentang tahun 1991–2026. Proses penelusuran awal menghasilkan 50 literatur, kemudian diseleksi berdasarkan relevansi, kualitas sumber, dan kesesuaian topik sehingga diperoleh 37 artikel yang dianalisis lebih lanjut. Hasil kajian menunjukkan bahwa integrasi pemasaran digital, green innovation, dan sustainability business mampu meningkatkan daya saing, efisiensi operasional, reputasi usaha, serta loyalitas konsumen. Pemanfaatan teknologi digital memperluas akses pasar, sedangkan inovasi hijau dan praktik bisnis berkelanjutan menciptakan nilai tambah yang semakin dibutuhkan oleh konsumen modern. Kajian ini menegaskan bahwa keberlanjutan dan transformasi digital merupakan faktor strategis dalam pengembangan UMKM yang kompetitif dan berorientasi jangka panjang.
The Role of AI and Content Creativity in Building Brands and Enhancing MSME Competitiveness in the Digital Era Nugrahini Susantinah Wisnujati; Anindya Prastiwi Setyowati; Adiputro Wijoyo Kusumo
Technology and Society Perspectives (TACIT) Vol 4 No 2 (2026): Research Article
Publisher : PT. LITERASI SAINS NUSANTARA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61100/tacit.v4i2.373

Abstract

The development of Artificial Intelligence (AI) and digital transformation has created new opportunities for Micro, Small, and Medium Enterprises (MSMEs) to enhance their marketing capabilities, content creativity, and brand building. This study aims to analyze the role of AI and content creativity in building brands and enhancing MSME competitiveness in the digital era. The study employs a qualitative literature review approach by analyzing 20 scholarly articles published between 2018 and 2026. The literature was obtained from Scopus, Web of Science, Google Scholar, and international journal publisher platforms, and was subsequently selected based on the PRISMA 2020 principles and analyzed using descriptive-thematic synthesis. The findings indicate that AI functions as an enabling capability that supports consumer analysis, personalization, automation, ideation, and content production. The integration of AI with human creativity can generate more relevant, engaging, and adaptive content, thereby strengthening brand awareness, brand image, brand association, and brand equity. Stronger brands subsequently contribute to MSME differentiation and competitive advantage. The findings emphasize the importance of human–AI collaboration in developing sustainable competitiveness.
Co-Authors Abdul Razak Munir Achmadi Susilo Adiputro Wijoyo Kusumo Ahmad Junaidi Ahmadi Susilo Alunia Dwi Zahara T Angelina Saingio Anindya Prastiwi Setiawati Anindya Prastiwi Setyawati Anindya Prastiwi Setyowati Ardian Kardiono Ausat, Abu Muna Almaududi Azlina Idris Bachtiar Nasution Che Zalina Zulkifli Dedi Hermansyah Dewa Oka Suparwata Diah Tri Hermawati Didit Darmawan Endang Siswati Erna Haryanti Ernawati Ernawati Fayola Issalillah Fayola Issalillah Feri Setiawan Santoso Fernanda Iman Mahendra Fitriatul Maqfiroh Fritty Fatma Rochmatul Izza Hary Sastryawanto Hary Sastrywanto Herman Yosep Koisine Inti, Ristani Widya Issalillah, Fayola Istifadhoh, Emilia Iva Evry Robiyansah Jamalus, Jamalus Kamal, Mohammed Kardio, Bana Kardiono, Ardian Karim, Sarbaini A. Kartini Marzuki Kaswadi Kaswadi Ken Sari Nimas Pramhesti Khan Khayru, Rafadi Koesriwulandari Koesriwulandari Koesriwulandari Koesriwulandari Koesriwulandari, Koesriwulandari Kusumo, Adiputro Wijoyo Lestari, Hasti Wuri Lusy Tunik Muharlisiani Marjuki Marjuki Markus Patiung Markus Patiung Marsha, Dhevi Aprilia Maulana Sudrajat, Prama Hasta Aditya Moch Makruf Faris Moch. Thohiron Monissa Citrahayu Sumawardhani Mulya, Fitra Munjiat, Andrian Nur Nainggolan, Ananda Fitria Nia Saurina Nina Ari Wahyuni Patiung, Markus Permana, Vebri Dwi Prama Hasta Pratiwi Dwi Karjati Pratiwi Dwi Karyati Rafadi Khan Khayru Rafadi Khan Khayru Rahindra, Hendy Arsyad Reni Rachmawati Ristani Widya Inti Rizki Ramadhan, Mohammad Akbar Rizky Junianto Robig Subagio Rochmad Zulfikar Sastrya Wanto, Hary Sastryawanto, Hary Savitri Winawati Hidayat Setyowati, Anindya Prastiwi Siswati, Endang Siti Rokhmi Fuadati Solehodin Sri Rahayu Margaretna Jajuk Hanafie Sri Rahayu MJH Suhara, Ade Suherlan Suryaningsih, Dwie Retna Sutrisno Sutrisno Suwandi S. Sangadji Syaiful, Putri Kalifatun Syamsu Rijal Syamsuddin Syamsuddin Tanti Handriana Titik Purwati Tomi Apra Santosa Trisadini Prasastinah Usanti Vita Magdalena Wensislaus Arman Ndau Widyatmike Gede Mulawarman Yosua, Relansius