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All Journal International Journal of Electrical and Computer Engineering IPTEK Journal of Proceedings Series Journal of Engineering and Management in Industrial System Gontor AGROTECH Science Journal Proceeding of the Electrical Engineering Computer Science and Informatics Jurnal Teknik Industri : Jurnal Hasil Penelitian dan Karya Ilmiah dalam Bidang Teknik Industri International Journal of Pedagogy and Teacher Education J-MKLI (Jurnal Manajemen dan Kearifan Lokal Indonesia) Jurnal Teknologi dan Manajemen Industri Jurnal Syntax Transformation Journal of Sustainable Technology and Applied Science Jurnal Keselamatan Kesehatan Kerja dan Lingkungan Bulletin of Management and Business Jurnal Indonesia Sosial Teknologi JASTEN (Jurnal Aplikasi Sains Teknologi Nasional Jurnal Valtech
Fourry Handoko
Institut Teknologi Nasional Malang
Agriculture, Biological Sciences & Forestry Arts Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Energy Engineering Environmental Science Industrial & Manufacturing Engineering Law, Crime, Criminology & Criminal Justice Physics Public Health Social Sciences Other

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Journal : Bulletin of Management and Business

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Identify The Most Dominant Variables Influencing The Level of Success in Digital Marketing Febrianto, Dany; Handoko, Fourry; Vitasari, Prima
Bulletin of Management and Business Vol. 6 No. 1 (2025): March 2025
Publisher : Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Widya Gama

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31328/bmb.v6i1.374

Abstract

Research from the Center for Human Genetic Research (CHGR) predicts that the number of digital companies in Indonesia will reach 13,000 startups by 2021. Currently, with 1,939 startups, Indonesia ranks sixth globally in terms of the number of startups. However, data indicate that the failure rate of startups tends to be significantly high. According to research by Shikhar Ghosh, the failure rate of digital companies reaches 95%. Meanwhile, data from a digital business incubator in Malang City show that the failure rate of digital companies stands at 62.2%. This study aims to identify the key factors determining the success of digital companies, with a specific focus on City Guide. In conducting digital marketing activities, City Guide faces several challenges, such as ineffective and inefficient social media management, resulting in untimely posting schedules, less engaging content, a lack of variety in advertisements, unscheduled ad management, and unstructured content ideas. The research seeks to describe the implementation of City Guide’s radio management readiness in the Era of the Fourth Industrial Revolution. The sampling technique employed is purposive sampling, selecting active listeners, with a total sample of 161 respondents. This study examines five variables that determine the success of digital marketing: knowledge, innovation skills, organization, the benefits of digital marketing, and the advantages of the Fourth Industrial Revolution. The findings indicate that the examined variables significantly influence digital marketing success, with knowledge being the fundamental determinant of digital marketing performance.
Co-Authors Abraham Lomi Ainun Zakiyah Ali Tamam, Tsania Lutfia Salsabila Arfan Natan Palumpun Arivido Rizki Budiman, Rizka D. H. Praswanto Didik Eko Prasetyo Dimas Indra Laksmana Dwi Indra Prasetya Ellysa Nursanti Emmalia Adriantantri Endah Kusuma Rastini Farhandhika Romanto Febrianto, Dany Gangga Laksha Pradana Handito Ilham Heksa Galuh Heksa Galuh W Hidayat, Syahgita Soma Ignatius Endar N Imam Safi'i Jayabalan, Sudharsan Jimmy Jimmy Julianus Hutabarat Khusnatul Asma Kiswandono Mariza Kertaningtyas Martinus Edwin Tjahjadi Mohammad Rachman Waluyo Muhammad Fakhmi Mauladani N, Ignatius Endar Nabila Syafa Nelly Budiharti Oktarina, Nindya Palumpun, Arfan Natan Prasetyo, Didik Eko Prima Vitasari Prima Vitasari riwayati triswanti Rizal Permadi Rohmat Ilahi Safi'i, Imam Sanny Andjar Sari Setiyo Irnanto, Anggra Shanti Dri Lestari Sibut Sigit Dwi Cahyono Silvester Sari Sai Siswi Astuti Sobariansyah Putra Sony Haryanto Sony Haryanto Sumanto Sumanto Sumanto Sutriyono Syahgita Soma Hidayat Thalia Ramadhani Thomas Priyasmanu Yufi Ananda Lestari Zakiyah, Ainun Zidni Ilma Nur Halisa