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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 Journal of Management
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 : Journal of Management

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Digital Marketing Strategy Model in Integration of the Industrial Revolution 4.0 Febrianto, Dany; Handoko, Fourry; Vitasari, Prima
Journal of Management Vol. 4 No. 1 (2025): January - June
Publisher : Yayasan Pendidikan Belajar Berdikari

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Abstract

In the era of Industrial Revolution 4.0, alternative marketing technologies play a crucial role in determining effective strategies for product marketing. These innovations help business actors better understand, monitor, and respond to consumer needs and preferences. From the consumer perspective, digital platforms provide easier access to product information. However, Radio City Guide FM still faces challenges in developing strategic approaches that align with its performance goals, particularly amid financial constraints. This study aims to examine the implementation of Radio City Guide’s management strategies in the context of Industry 4.0. The research employs a purposive sampling method targeting active listeners, with variables measured using a Likert scale. Factors considered include job characteristics, frequency of listening, domicile, and age. A total of 161 respondents were included in the sample. Five key variables were identified as determinants of digital marketing success: knowledge, innovation skills, digital utility, frequency, and demographic factors. The results indicate that knowledge is a particularly influential factor in determining digital marketing effectiveness. Additionally, the study finds that City Guide FM’s audience is largely composed of individuals in their productive years who are technologically literate. These insights are expected to support the development of innovative and adaptive marketing strategies for radio broadcasting in the digital era.
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