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All Journal Jurnal Penyuluhan Jurnal Manajemen Terapan dan Keuangan Jurnal Ilmu Sosial dan Humaniora Jurnal Keuangan dan Perbankan JDM (Jurnal Dinamika Manajemen) Jurnal Kawistara : Jurnal Ilmiah Sosial dan Humaniora JAM : Jurnal Aplikasi Manajemen Asia-Pacific Management and Business Application Jurnal Ecodemica : Jurnal Ekonomi Manajemen dan Bisnis Jurnal Manajemen Indonesia AKSIOLOGIYA : Jurnal Pengabdian Kepada Masyarakat CARADDE: Jurnal Pengabdian Kepada Masyarakat Journal of Robotics and Control (JRC) ASIAN JOURNAL OF ISLAMIC MANAGEMENT (AJIM) Jurnal Inovasi Penelitian Ilomata International Journal of Management Entrepreneurship Bisnis Manajemen Akuntansi (E-BISMA) International Journal of Community Service Golden Ratio of Marketing and Applied Psychology of Business Prosiding Konferensi Nasional PKM-CSR Jurnal Pengabdian Masyarakat : Pemberdayaan, Inovasi dan Perubahan Sinomika Journal: Publikasi Ilmiah Bidang Ekonomi dan Akuntansi BISMA (Bisnis dan Manajemen) International Journal Of Economics Social And Technology Inkubis: Jurnal Ekonomi dan Bisnis eProceedings of Applied Science Journal of Digital Business and Innovation Management JIBEMA: Jurnal Ilmu Bisnis, Ekonomi, Manajemen, dan Akuntansi Engagement: Jurnal Pengabdian Kepada Masyarakat Jurnal Kawistara
Bethani Suryawardani
Telkom University
Religion Aerospace Engineering Agriculture, Biological Sciences & Forestry Arts Humanities Automotive Engineering Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Mechanical Engineering Nursing Public Health Social Sciences Other

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Analisis Social Media Marketing CV Aifie One Pada Akun Instagram @aifie_one Tahun 2023 Noor, Shofa Marwah; Suryawardani, Bethani
eProceedings of Applied Science Vol. 9 No. 6 (2023): Desember 2023
Publisher : eProceedings of Applied Science

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

CV Aifie One merupakan perusahaan yang bergerak dibidang dekorasi interorir di Tasikmalaya. Dampak dari pandemi covid-19 yang menyebabkan transformasi digital yang berubah sangat pesat, teknologi yang semakin canggih membuat para pembisnis memutar otak dan menyesuaikan dengan perkembangan zaman yang semakin modern ini. Adapun permasalahan yang dihadapi CV Aifie One yaitu pemanfaatan social media marketing Instagram belum maksimal karena perusahaan belum memiliki admin khusus untuk mengelola akun tersebut dan konten promosi tidak menarik dan monoton. Hal ini yang mendasari penelitian dilakukan, dengan harapan dapat mengetahui sejauh mana social media marketing yang diterapkan sehingga mampu membantu akun Instagram @aifie_one untuk berkembang. Tujuan dari penelitian ini untuk menganalisis social media marketing Instagram CV Aifie One dan mengetahui persepsi mengenai unggahan dari konten yang akan dibuat sebagai media marketing secara online di akun Instagram @aifie_one. Metode yang digunakan dalam penelitian ini adalah metode kualitatif yang menceritakan dan menyampaikan situasi dan kondisi yang natural (alamiah), data yang dibutuhkan yaitu data primer dan sekunder dengan teknik pengumpulan data melalui observasi, wawancara, dokumentasi, dan trianggulasi. Hasil dari penelitian ini adalah social media marketing Instagram CV Aifie One berkembang cukup baik, hal ini dilihat dari peningkatan jumlah followers sebanyak 110 followers, peningkatan jangkauan sebanyak 5.625 jangkauan, peningkatan kunjungan profil sebanyak 836 kunjungan, dan peningkatan interaksi pengikut sebanyak 1.300 interaksi.Kata kunci— social media marketing, instagram, konten, @aifie_one
Create Brand Loyalty of Indonesıan Facebook User Through Brand Engagement: Utılızatıon the Role of Socıal Medıa Marketıng Elements Wulandari, Astri; Suryawardani, Bethani; Marcelino, Dandy
APMBA (Asia Pacific Management and Business Application) Vol. 10 No. 3 (2022)
Publisher : Department of Management, Faculty of Economics and Business, Brawijaya University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/ub.apmba.2022.010.03.10

Abstract

There has been a noticeable increase in businesses reaching out to a wider range of potential customers using the internet and social media to market and present their goods. Social media marketing is thought to improve brand loyalty and engagement by utilizing social media aspects such as entertaining, interactive, trend of customization/personalization, and WOM. One of the most prominent social media networks is Facebook, and it is superior to other social media platforms in Indonesia since it has the most users. There has been no study to date that investigates how Facebook as social media platform is seen a brand that offers marketing capabilities and services. This study employed quantitative research methodologies, namely causal analysis utilizing Structural Equation Modeling (SEM) techniques and the SMART PLS 3.2.9 software. This study's sample consists of Facebook or social media users in Indonesia who have viewed marketing or promotional content on their social media. The researcher's sample approach of choice is incidental sampling, with a total of 400 respondents. This study in accordance with the study's goals, may demonstrate that Facebook's social media marketing activities effect customer engagement with a brand and customer loyalty to a brand. Facebook's marketing operations in social media may promote brand engagement by users of these social media, whereby consumer engagement also mediates the link between social media marketing and brand loyalty.
Social Media Marketing Integration as an Interactive Marketing Strategy To Increase Competitive Advantage Aprilina, Riska; Wulandari, Astri; Suryawardani, Bethani
SINOMIKA JOURNAL: Publikasi Ilmiah Bidang Ekonomi dan Akuntansi Vol. 4 No. 5 (2026): January
Publisher : CV. Lafadz Jaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54443/sinomika.v4i5.4207

Abstract

This study aims to analyze the role of social media integration as a marketing strategy in optimizing a company's competitive advantage in the digital economy era. The current transformation in marketing strategies has encouraged the integration of digital platforms to foster communication, consumer engagement, and ultimately achieve competitive advantage. The study employed qualitative methods, incorporating literature review of various international and national journals covering digital marketing, social media integration, and competitive advantage. The analysis results indicate increased brand awareness and engagement, optimization of customer relationship management based on real-time data, and increased product and service innovation through consumer feedback. Social media integration enables companies to create a consistent customer experience. Social media integration is not only a marketing communications strategy but also a strategic capability that can support value creation and improve company performance.
Pengaruh Muslim-friendly service design dan memorable experience terhadap loyalitas wisatawan melalui community engagement Natasya Putri Syahira; Bethani Suryawardani; Alma Syifa
Entrepreneurship Bisnis Manajemen Akuntansi (E-BISMA) Vol.7, No.1 (2026): June 2026
Publisher : Universitas Widya Mataram

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37631/ebisma.v7i1.2363

Abstract

This research is motivated by the declining loyalty of Muslim tourists to urban halal tourism destinations despite the increasing number of visits. In addition, the influence of Muslim-Friendly Service Design on loyalty still shows inconsistent results and the role of Muslim Community Engagement as a mediating variable is still limited research. This study aims to analyze the influence of Muslim-Friendly Service Design and memorable experience on Muslim tourist loyalty through Muslim Community Engagement in the Trans Studio Bandung Integrated Area. The study used a quantitative approach with a survey method of 150 respondents and was analyzed using SEM-PLS. The results showed that memorable experience and Muslim Community Engagement have a significant positive effect on Muslim tourist loyalty, while Muslim-Friendly Service Design has no direct effect on loyalty, but has a significant effect on Muslim Community Engagement. These findings indicate that memorable tourism experiences and community involvement play an important role in strengthening Muslim tourist loyalty.  
The Influence of User Interface, User Experience and User Trust on Purchase Intention Hafidzah Aryani; Ratih Amelia; Bethani Suryawardani
Journal of Digital Business and Innovation Management Vol. 5 No. 1 (2026): June 2026
Publisher : Universitas Negeri Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26740/jdbim.v5i1.77487

Abstract

This study aims to examine the influence of User Interface, User Experience, and User Trust on Purchase Intention on the Surabaya Buyer e-Peken Application. The research method uses a quantitative approach with data collected through a five-point Likert scale online questionnaire survey, which will be collected from 196 respondents based on the Lameshow formula calculation. The analysis technique used is Structural Equation Modeling Partial Least Square (SEM-PLS) through SmartPLS software version 4. The results show that User Interface has a positive and significant influence on Purchase Intention with a p-value of 0.001. User Trust also has a positive and significant influence on Purchase Intention with a p-value of 0.00. Conversely, User Experience is not proven to have a significant effect on Purchase Intention with a p-value of 0.218. This indicates that interface quality and user trust are the main determining factors in driving consumer purchasing interest on local government e-commerce platforms, while user experience has not been proven to have a significant direct impact on Purchase Intention on the Surabaya e-Peken Application.
Memorable volunteer trip: Unveiling the experience-mediated model from Gen Z Sharia-driven re-participation Al Syahr, Salsabila Shabriyyah; Suryawardani, Bethani; Maulidina, Alma Syifa
Asian Journal of Islamic Management (AJIM) VOLUME 8 ISSUE 1, 2026
Publisher : Faculty of Business & Economics, Universitas Islam Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.20885/AJIM.vol8.iss1.art5

Abstract

Purpose – This study aims to examine the role of Sharia-based personal norms (SN) in shaping Muslim Gen Z voluntourists’ re-participation intention (RI) in volunteer tourism (voluntrip), while investigating the mediating role of memorable volunteer tourism experience (MVTE).Methodology – A quantitative approach was employed using survey data collected from 273 Muslim Gen Z voluntourists in West Java, Indonesia. Data were analyzed using partial least squares structural equation modeling (PLS-SEM), complemented by multi-group analysis (PLS-MGA) to assess group differences based on activity orientation and participation duration.Findings – The results reveal that SN influence both the MVTE and RI. Moreover, MVTE serves a complementary partial mediating role in the relationship between personal norms and behavioral intention. This infers that the continuation of voluntrip action hinges on how participation is experienced and remembered. In addition, this study assessed group differences in activity orientation and participation duration. However, no statistically significant differences were found, implying that Muslim Gen Z voluntourists are largely value-driven, with experiences and intentions shaped more by meaningfulness than by contextual factors. Implications – The findings highlight memorable experiences as a partial pathway linking personal norms to sustained participation in voluntourism. Initiators and providers are encouraged to pursue the goal of maslahah by developing impactful and meaningful voluntrip designs.Originality – This study incorporates maqasid al-Sharia on personal norms and investigates the mediating role of memorable experiences on norm activation theory, offering a novel faith-based perspective in voluntourism research and providing a deeper understanding of value-driven experience tourist behavior among Muslim Gen Z.
Toward Sustainable Halal Tourism: Muslim-Friendly Smart Tourism Experiences and Environmental Sustainability as Determinants of Tourist Satisfaction Nazwa Halimatusya’diah; Bethani Suryawardani; Sampurno Wibowo
International Journal Of Economics Social And Technology Vol. 5 No. 2 (2026): June, 2026
Publisher : Lembaga Riset Ilmiah

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59086/ijest.v5i2.1747

Abstract

The increasing populationThe increasing number of global Muslim tourists, projected to reach 300 million trips per year by 2030, drives the need for a technology-based and sustainable halal tourism model. This study examines the influence of Muslim-Friendly Smart Tourism Experience (MFST) and Environmental Sustainability (ES) on Muslim Traveler Satisfaction (TS), with Muslim Perception (MP) as a mediator. Unlike previous studies, this research is the first to test MP as a dual mediator that simultaneously bridges the technological and ecological pathways within a single structural model, conducted at a natural-geological destination designated as a conservation area (Kawah Putih Ciwidey). A quantitative approach was applied to 210 Muslim respondents using a 5-point Likert scale questionnaire, analyzed via PLS-SEM using SmartPLS. All seven hypotheses were supported: MFST and ES have a positive effect on MP and TS; MP is the strongest predictor of satisfaction (t = 8.315, p = 0.000, f² = 0.427) while significantly mediating both pathways. The model explains 45.4% of the variance in MP and 49.9% of the variance in TS. The findings demonstrate that Muslim perceptions function as an interpretive filter that transforms destination attributes into meaningful satisfaction—a mechanism that has not been empirically tested in previous literature. Destination managers are advised to prioritize halal digital ecosystems and environmental conservation programs communicated through an Islamic values framework. of Muslim visitors globally offers major prospects for the advancement of technology-driven and sustainable halal tourism. This study seeks to examine the impact of Muslim-friendly smart tourism experiences and environmental sustainability on Muslim visitor satisfaction, while also investigating the mediating effect of Muslim attitudes. A quantitative approach was utilised including a sample of 210 Muslim participants who had visited Kawah Putih Ciwidey, employing a 5-point Likert scale questionnaire. The investigation employed structural equation modelling (SEM) to evaluate the mediation hypothesis. The findings demonstrate that Muslim-friendly smart tourism experiences substantially impact tourist happiness, as does environmental sustainability. Muslim attitudes were identified as significant mediators in both correlations. Theoretical implications present a cohesive model that situates Muslim perceptions as a psychological conduit, whereas practical implications furnish recommendations for the formulation of sustainable halal tourism policies in Indonesia.
The Impact of Human Resource Innovation and Creativity on the Marketing Effectiveness of MSMEs in the Tourism Sector in Indonesia Astri Wulandari; Riska Aprilina; Bethani Suryawardani
Inkubis : Jurnal Ekonomi dan Bisnis Vol. 8 No. 1 (2026): INKUBIS Jurnal Ekonomi Dan Bisnis
Publisher : Politeknik Siber Cerdika Internasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59261/inkubis.v8i1.203

Abstract

Background: The tourism sector is one of the mainstays of Indonesia's economy. Micro, small, and medium enterprises (MSMEs) dominate both income generation and employment in this sector, contributing significantly to regional development. However, most tourism MSMEs still adopt conventional marketing methods, thus reducing their competitiveness in an increasingly digital and dynamic market environment. Objective: This study examines the impact of human resource (HR) innovation and HR creativity on the marketing effectiveness of tourism MSMEs in Indonesia. Methods: A quantitative cross-sectional survey of 300 MSME owners and managers across major tourism destinations—Bali, Lombok, and Yogyakarta—was carried out. Data were collected through a structured survey questionnaire and analyzed using descriptive statistics, Pearson correlation, and multiple regression analysis. Results: HR Innovation (Mean = 4.09) and HR Creativity (Mean = 4.23) received high scores but showed no significant relationship with marketing effectiveness (r ≈ −0.03; p > 0.05; R² = 0.002), indicating a very weak predictive model. This finding contradicts previous studies that found positive innovation–performance relationships. Conclusion: HR innovation and HR creativity are not significant predictors of marketing effectiveness. Organizational leadership, culture, and technological support are the key structural and systemic factors. Theoretical Contributions: This study highlights the need for an integrated HR development approach and theoretically contributes by demonstrating that creative resources require systemic mechanisms to translate into measurable marketing outcomes.
Optimization of Digital Marketing and Social Media Strategies in Promoting Tourist Attractions in Mount Puntang, Campakamulya Village, Cimaung District, Bandung Regency Bethani Suryawardani; Astri Wulandari; Riska Aprilina; Wingga Nayshila Aura Putri; Sabitah Meilina Raharjo; Nailla Agnia Noor Syiwan
International Journal Of Community Service Vol. 6 No. 1 (2026): February 2026 (Indonesia - Timor Leste)
Publisher : CV. Inara in Colaboration with www.stie-sampit.ac.id

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.51601/ijcs.v6i1.958

Abstract

Campakamulya Village has promising natural tourism potential, particularly in the Gunung Puntang tourist area. However, this potential has not been optimally utilized through digital media. The main challenges faced by the partners include limited understanding of digital marketing strategies, suboptimal social media management, and the lack of consistency in content and visual identity of the tourist destination. This community service activity aims to enhance the capacity of destination managers and local communities in optimizing social media marketing and digital marketing strategies. The implementation methods include training, workshops, mentoring, and the direct application of digital content strategies. The results indicate an improvement in participants’ understanding of social media management, content strategy, copywriting, and the utilization of Search Engine Optimization (SEO). Furthermore, the implementation of the proposed strategies resulted in increased audience interaction and engagement on the social media platforms of the Gunung Puntang tourist destination. This activity is expected to provide a sustainable impact in supporting digital- based rural tourism promotion.
Virtual Experience, Digital Content terhadap Perilaku Wisatawan dengan Moderasi Authenticity Perception Siti Pipit Sabitah; Bethani Suryawardani; Ati Mustikasari
JIBEMA: Jurnal Ilmu Bisnis, Ekonomi, Manajemen, dan Akuntansi Vol. 3 No. 4 (2026): April
Publisher : CV. Muris Global Education

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62421/jibema.v3i4.222

Abstract

Perkembangan teknologi digital membawa perubahan signifikan terhadap perilaku wisatawan, termasuk dalam konteks wisata religi. Penelitian ini bertujuan untuk menganalisis pengaruh Virtual Experience dan Digital Content terhadap Perilaku Wisatawan di Galeri Rasulullah Masjid Raya Al-Jabbar Bandung, dengan Authenticity Perception sebagai variabel moderasi. Penelitian ini menggunakan pendekatan kuantitatif Kausal dengan penyebaran kuesioner kepada 100 responden yang telah berkunjung atau mengakses konten digital Galeri Rasulullah. Data dianalisis menggunakan metode Structural Equation Modeling (SEM–PLS) dengan bantuan perangkat lunak SmartPLS. Hasil penelitian diharapkan menunjukkan bahwa Virtual Experience dan Digital Content berpengaruh positif terhadap Perilaku Wisatawan, dan bahwa Authenticity Perception memperkuat hubungan tersebut. Penelitian ini menegaskan pentingnya pengalaman virtual dan konten digital yang autentik dalam meningkatkan niat berkunjung, kepuasan, serta loyalitas wisatawan religi di era digital. Temuan ini dapat memberikan kontribusi praktis bagi pengelola wisata religi dalam mengembangkan strategi pemasaran digital berbasis keaslian dan spiritualitas, guna menarik minat wisatawan serta memperkuat citra destinasi yang religius dan modern.
Co-Authors Adithya, Donny Al Syahr, Salsabila Shabriyyah Alma Syifa Alma Syifa Maulidina Almaz, Bimo Astri Wulandari Astri Wulandari Ati Mustikasari Bhanuwati, Aretha Dewani Bijaksana Prabawa Dandy Marcelino Dandy Marcelino Dandy Marcelino Dandy Marcelino Dandy Marcelino Dandy Marcelino Dedy Rahman Wijaya Dendi Gusnadi Donni Junipriansa Ersy Ervina Fat’hah Noor Prawita Fat’hah Noor Prawita Fazri, Irfan Moch Gandeva Bayu Satrya Ganjar Mohamad Disastra Giva Andriana Mutiara Guntur Prabawa Kusuma Hafidzah Aryani Hariandy Hasbi Irfan Moch Fazri Kaulika, Isava Dea Kurnia Wijayanti Leni Cahyani Lesmana, Athallah Jordan Lukito, Wahyu MAHARANI, ALYA Marcelino, Dandy Mochamad Yudha Febrianta Nailla Agnia Noor Syiwan Natasya Putri Syahira Nazwa Halimatusya’diah Noor, Shofa Marwah Prawita, Fat’hah Noor R.N., Raffaela Woro Tyas Rahmadi Wijaya Ratih Amelia Riska Aprilina Riska Aprilina Rizki Yantami Arumsari Sabitah Meilina Raharjo Sampurno Wibowo Silaban, Daniel Andre Salomo Siska Komala Sari Siti Pipit Sabitah Sri Widaningsih, Sri Sunantri, Yudy Suryana Suryana Suryatiningsih Tarandhika Tantra Tito Pandu Raharjo Ulfah Nurwahidah Utami, Habibah Najwa Wingga Nayshila Aura Putri