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All Journal Jurnal Ekonomi JIP (Jurnal Industri dan Perkotaan) Jurnal Online Mahasiswa (JOM) Bidang Ilmu Ekonomi INFOKAM Daya Saing : Jurnal Ilmu Manajemen Jurnal EMT KITA Jurnal Dinamika Ekonomi dan Bisnis Journal of Economic, Bussines and Accounting (COSTING) Jurnal Aplikasi Bisnis JURNAL PENDIDIKAN TAMBUSAI Jurnal Komunikasi Profesional Jurnal STIE Semarang (Edisi Elektronik) Procuratio : Jurnal Ilmiah Manajemen Jurnal Review Pendidikan dan Pengajaran (JRPP) Dinasti International Journal of Education Management and Social Science Jurnal Ilmiah Edunomika (JIE) Management Studies and Entrepreneurship Journal (MSEJ) SOLUSI Community Development Journal: Jurnal Pengabdian Masyarakat Journal of Management - Small and Medium Enterprises (SME's) International Journal of Business, Law, and Education Jurnal Sosial dan Teknologi Bahtera Inovasi Devotion: Journal of Research and Community Service Jurnal Pengabdian kepada Masyarakat Jurnal Ekonomi KIAT Golden Ratio of Marketing and Applied Psychology of Business Indonesian Community Journal Bussman Journal : Indonesian Journal of Business and Management Jurnal Multidisiplin Madani (MUDIMA) Journal Of Human And Education (JAHE) Jurnal Ilmu Administrasi Negara Jurnal Economica: Media Komunikasi ISEI Riau Jurnal Manajemen Pemasaran dan Perilaku Konsumen Journal of Accounting Management Business and International Research Return : Study of Management, Economic and Bussines INJURITY: Journal of Interdisciplinary Studies Journal of Artificial Intelligence and Digital Business Eduvest - Journal of Universal Studies The Eastasouth Management and Business Innovative: Journal Of Social Science Research Eastasouth Journal of Impactive Community Services Jurnal Pengabdian West Science SABAJAYA Jurnal Pengabdian Kepada Masyarakat West Science Business and Management West Science Interdisciplinary Studies West Science Interdisciplinary Studies JAWI : Journal of Ahkam Wa Iqtishad JAAMTER : Jurnal Audit Akuntansi Manajemen Terintegrasi Journal of Management Accounting, Tax and Production West Science Social and Humanities Studies InJEBA : International Journal of Economics, Business and Accounting Commercium: Journal of Business and Management Ambidextrous : Journal of Innovation, Efficiency and Technology in Organization Indonesian Journal of Innovation Multidisipliner Research Epsilon : Journal of Management (EJoM) Journal of Management
Gatot Wijayanto
Universitas Riau
Religion Aerospace Engineering Agriculture, Biological Sciences & Forestry Arts Humanities Chemical Engineering, Chemistry & Bioengineering Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Neuroscience Public Health Social Sciences Transportation Other

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DIGITAL MARKETING STRATEGY: CASE STUDY AND BEST PRACTICE FOR MSMEs IN RIAU PROVINCE IN THE DIGITAL ERA Alvionita, Agnes; Rama, Rovanita; Wijayanto, Gatot; Novandalina, Arini; Rivai, Yutiandry
JURNAL ILMIAH EDUNOMIKA Vol. 8 No. 1 (2024): EDUNOMIKA
Publisher : ITB AAS Indonesia Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/jie.v8i1.11642

Abstract

This research is motivated by the importance of digital marketing strategies in the digital era in increasing product sales to MSMEs in Riau Province. This research aims to explain digital marketing strategies for MSMEs in Riau Province in the digital era. This research uses qualitative methods using Miles and Huberman analysis. This research was conducted on MSMEs in Riau Province where the informants were owners, employees and customers who were determined using purposive sampling. Data collection techniques were carried out using observation, in-depth interviews and documentation. The research was carried out for one month, where the research will be analyzed using the Miles and Huberman method, namely: collecting data, data reduction, data display, and verification. The results of this research explain 1) A case study of digital marketing strategies for MSMEs in Riau Province in the digital era explains that the strategies implemented are marketing via social media, quality content, special promotions on social media, collaboration with local influencers and active customer service, and 2 ) Best practice digital marketing strategies for MSMEs in Riau Province in the digital era include understanding target markets, building online marketing, social media marketing, content marketing, collaboration with local influencers and email marketing.
Internet Marketing On Buying Decisions Wijayanto, Gatot; Jushermi; Pramadewi, Arwinence; Novandalina, Arini; Rivai, Yutiandry
Journal of Management Vol. 3 No. 1 (2024): January - June
Publisher : Yayasan Pendidikan Belajar Berdikari

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

Abstract

The purpose of this research was to ascertain the ways in which customer choices to purchase a range of items from Anna Collection on Anna Collection were impacted by online marketing and product quality. The population of this study, which included 138 participants using purposive and non-probability selection, consists of Anna Collection consumers who are residents of the collection. The partial least square is a technique for data analysis in this research, while the survey method is utilized to gather data. The results of research show that internet marketing has a major beneficial influence on purchase choices in addition to the quality of items having a big and positive effect. The study's conclusion is that although purchase choices are more worthwhile, internet marketing is getting more beneficial. Additionally, the quality of the Anna Collection objects improves with the choice to buy them
PENGARUH WOM, KUALITAS PRODUK, HARGA TERHADAP BRAND IMAGE SERTA IMPLIKASINYA PADA KEPUTUSAN PEMBELIAN SMARTPHONE MERK XIAOMI DI KOTA PEKANBARU Tarigan, Antonia Elsa Febrina; Wijayanto, Gatot; Widyatsari, Any
Jurnal Daya Saing Vol. 9 No. 1 (2023): Kinerja Organisasi, Perilaku Konsumen, dan Transformasi Layanan di Era Digital
Publisher : Komunitas Manajemen Kompetitif

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35446/dayasaing.v9i1.1037

Abstract

Penelitian ini bertujuan mengetahui pengaruh WOM, kualitas produk, harga terhadap Brand Image serta implikasinya pada keputusan pembelian produk smartphone merk Xiaomi di Kota Pekanbaru. Populasi penelitian adalah seluruh pengguna smartphone merk Xiaomi yang berada di Kota Pekanbaru dengan pengambilan sampel menggunakan teknik Accidental Sampling. Metode penelitian yang digunakan metode kuantitatif deskriptif. Data analisis menggunakan analisis Structural Equation Model (SEM) yang dioperasikan melalui program smartPLS 3.2.8. Hasil penelitian menunjukkan bahwa terdapat pengaruh WOM, Kualitas produk dan Harga terhadap Brand image dan Keputusan Pembelian. Ada pengaruh Brand Image terhadap Keputusan Pembelian. Ada pengaruh tidak langsung WOM dan kualitas produk terhadap Keputusan Pembelian yang dimediasi oleh Brand Image. Tidak Terdapat adanya pengaruh tidak langsung Harga terhadap Keputusan Pembelian yang dimediasi oleh Brand Image.
Social Media Marketing Strategies and Customer Engagement Effects on Purchase Intention in Online Business Wijayanto, Gatot; Risdwiyanto, Andriya; Imawati, Rochimah; Siagian, Ade Onny
International Journal of Business, Law, and Education Vol. 6 No. 2 (2025): International Journal of Business, Law, and Education
Publisher : IJBLE Scientific Publications Community Inc.

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56442/ijble.v6i2.1320

Abstract

The rapid expansion of digital platforms has transformed social media into a strategic marketing channel that significantly influences consumer behavior in online business environments. This study examines the relationship between social media marketing strategies and purchase intention, with customer engagement acting as a mediating variable. Using a quantitative research approach, data were collected from active social media users through an online questionnaire and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results indicate that social media marketing strategies positively and significantly affect both customer engagement and purchase intention. Additionally, customer engagement demonstrates a strong influence on purchase intention and partially mediates the relationship between social media marketing and purchasing behavior. These findings underscore the importance of designing interactive, credible, and value-oriented marketing content to strengthen consumer engagement and drive purchasing outcomes. The study offers theoretical contributions to digital marketing literature and practical implications for online businesses aiming to enhance marketing effectiveness and customer conversion rates in an increasingly competitive digital marketplace.
Importance of Digitalization and Information System in Business: A Literature Review Wijayanto, Gatot; Widayati, Tri; Alamsyah, Nur; Aminudin, Rosihan
International Journal of Business, Law, and Education Vol. 7 No. 1 (2026): International Journal of Business, Law, and Education
Publisher : IJBLE Scientific Publications Community Inc.

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56442/ijble.v7i1.1352

Abstract

The rapid advancement of digital technologies has fundamentally transformed modern business operations, making digitalization and information systems essential components of organizational success. This study aims to examine the importance of digitalization and information systems in business through a comprehensive literature review. Using a qualitative research approach, relevant academic articles, books, and conference proceedings were analyzed to identify key themes related to business performance, decision-making, competitive advantage, and implementation challenges. The findings reveal that digitalization significantly enhances operational efficiency, productivity, and customer responsiveness, while information systems such as management information systems, decision support systems, and enterprise resource planning systems play a crucial role in supporting data-driven decision-making and organizational integration. Additionally, the review highlights that digitalization contributes to innovation and sustained competitive advantage when aligned with organizational capabilities and strategic objectives. However, challenges including high implementation costs, skills gaps, cybersecurity risks, and resistance to change remain significant barriers, particularly for small and medium-sized enterprises. This study contributes to the existing body of knowledge by synthesizing fragmented literature and providing a holistic understanding of the strategic importance of digitalization and information systems in business. The findings offer valuable insights for researchers, practitioners, and policymakers seeking to navigate digital transformation effectively.
Exploration of Experience-Based Marketing Strategies in Building Customer Engagement and Improving Retention: A Case Study in the Tourism and Travel Industry Gatot Wijayanto; Ana Fitriyatul Bilgies; Yutiandry Rivai; Rovanita Rama; Arini Novandalina
Dinasti International Journal of Education Management And Social Science Vol. 5 No. 4 (2024): Dinasti International Journal of Education Management and Social Science (April
Publisher : Dinasti Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/dijemss.v5i4.2486

Abstract

This article explores the efficacy of experience-based marketing strategies in enhancing customer engagement and retention within the dynamic landscape of the tourism and travel industry. Drawing upon a comprehensive case study analysis, this research delves into the nuanced mechanisms through which experiential marketing initiatives impact consumer behavior and loyalty. By examining diverse experiential tactics such as immersive storytelling, interactive technology integration, and personalized service offerings, this study uncovers the pivotal role of memorable experiences in fostering emotional connections and long-term relationships with customers. The findings underscore the significance of crafting unique, sensory-rich encounters that resonate with travelers' aspirations, preferences, and values. Moreover, this research elucidates the strategic implications of leveraging experiential marketing to differentiate brands, drive word-of-mouth advocacy, and sustain competitive advantage in an increasingly crowded marketplace. Insights from this study offer actionable recommendations for tourism and travel businesses to design and implement effective experience-based marketing campaigns that cultivate deep-seated connections with their target audience, engender brand loyalty, and ultimately drive business growth.
The Effect of Repurchase Intent on The Millennial Generation Through E-Word Of Mouth (E-WOM) As An Intervention Variable on E-Satisfaction and E-Trust In Bukalapak E-Commerce Gatot Wijayanto; Jushermi Jushermi; Aida Nursanti; Rovanita Rama; Yutiandry Rivai
Return : Study of Management, Economic and Bussines Vol. 2 No. 3 (2023): Return : Study of Management, Economic And Bussines
Publisher : PT. Publikasiku Academic Solution

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.57096/return.v2i03.80

Abstract

This study aims to evaluate the effect of repurchase intention on the millennial generation through e-word of mouth (e-WOM) as an intervention variable on e-satisfaction and e-trust in Bukalapak e-commerce. This study used quantitative approach and survey method using online questionnaire. The sample used was 185 respondents who were millennial generation users of Bukalapak. Data analysis was carried out using Structural Equation Modeling (SEM) with the help of Partial Least Squares (PLS) software. The results showed that e-WOM has a significant positive influence on repurchase intent, e-satisfaction, and e-trust. In addition, repurchase intent also has a significant positive influence on e-satisfaction and e-trust. These findings suggest that e-WOM can be used as a strategy to increase repurchase intent, e-satisfaction, and e-trust in Bukalapak e-commerce. Therefore, Bukalapak needs to pay attention to and improve the quality of e-WOM that appears on their platform, as well as improve the quality of service and customer experience to strengthen customers' repurchase intent, e-satisfaction, and e-trust in the future.
Green Marketing Strategies in the Digital Era: A Literature Review on Sustainability, Consumer Behavior, and Competitive Advantage Yulfita Sari Magdalena; Gatot Wijayanto
Indonesian Journal of Innovation Multidisipliner Research Vol. 4 No. 2 (2026): April - Juni
Publisher : Institute of Advanced Knowledge and Science

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.69693/ijim.v4i2.919

Abstract

Perkembangan isu perubahan iklim dan degradasi lingkungan telah mendorong transformasi paradigma bisnis menuju orientasi keberlanjutan, termasuk dalam ranah pemasaran melalui konsep green marketing. Penelitian ini bertujuan untuk menganalisis perkembangan green marketing di era digital serta mengkaji keterkaitannya dengan sustainability, perilaku konsumen, dan keunggulan kompetitif perusahaan. Metode yang digunakan adalah literature review dengan pendekatan kualitatif deskriptif melalui analisis isi (content analysis) dan analisis tematik (thematic analysis) terhadap 55 artikel ilmiah nasional dan internasional yang relevan, dengan 30 artikel sebagai sumber utama. Hasil kajian menunjukkan bahwa green marketing telah berevolusi menjadi strategi pemasaran strategis yang terintegrasi dengan digital marketing, mencakup penguatan brand image, loyalitas konsumen, diferensiasi produk, serta penciptaan keunggulan kompetitif berbasis keberlanjutan. Integrasi teknologi digital seperti media sosial, big data, dan artificial intelligence memperkuat efektivitas komunikasi keberlanjutan dan membentuk konsep eco-digital branding. Selain itu, perilaku konsumen terhadap produk hijau dipengaruhi oleh berbagai faktor seperti environmental concern, green awareness, eco-label, green product knowledge, serta pengaruh sosial dan media digital yang membentuk green purchase intention, khususnya pada generasi milenial dan Gen Z. Namun demikian, implementasi green marketing masih menghadapi tantangan berupa greenwashing, keterbatasan literasi lingkungan, biaya implementasi yang tinggi, serta lemahnya regulasi keberlanjutan. Dengan demikian, green marketing berperan penting dalam mendukung transformasi bisnis berkelanjutan di era digital.
Pengaruh Customer Experience and Service Quality terhadap Customer Loyalty pada Food and Beverage: A Literature Review Irawan, Bagus; Wijayanto, Gatot
Jurnal Aplikasi Bisnis Volume 23 No.1 , Juni 2026
Publisher : Program Sarjana Terapan Universitas Islam Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.20885/jabis.vol23.iss1.art5

Abstract

Artikel ini menganalisis pengaruh Customer Experience dan Service Quality terhadap Customer Loyalty pada industri Food and Beverage melalui pendekatan Literature Review. Kajian ini dilakukan dengan menelaah berbagai penelitian terdahulu yang relevan pada konteks coffee shop, restoran, dan usaha kuliner sejenis. Hasil kajian menunjukkan bahwa Customer Experience berperan penting dalam membentuk Customer Loyalty karena pelanggan tidak hanya menilai produk yang dikonsumsi, tetapi juga pengalaman selama berinteraksi dengan usaha, seperti kenyamanan tempat, kemudahan proses pembelian, suasana, interaksi dengan karyawan, dan kesan setelah kunjungan. Service Quality juga berkontribusi dalam membangun Customer Loyalty melalui keandalan layanan, kecepatan respons, ketepatan penyajian, empati, dan kualitas bukti fisik. Namun, pengaruh kedua variabel tidak selalu seragam pada setiap konteks usaha karena dipengaruhi oleh konsep bisnis, standar layanan, segmen pelanggan, dan konsistensi operasional. Kajian ini menyimpulkan bahwa Customer Loyalty lebih kuat terbentuk ketika Customer Experience dan Service Quality dikelola secara terpadu, konsisten, dan sesuai dengan harapan pelanggan.
Marketing Strategy in Maintaining the Continuity of Micro, Small and Medium Enterprises (MSMEs) during the Covid-19 Pandemic in Pekanbaru City Gatot Wijayanto; Jushermi Jushermi; Marzolina Marzolina; Arwinence Pramadewi; Rovanita Rama
Interdiciplinary Journal and Hummanity (INJURITY) Vol. 2 No. 3 (2023): INJURITY: Journal of Interdisciplinary Studies.
Publisher : Pusat Publikasi Nusantara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58631/injurity.v2i3.50

Abstract

This research is a literature study on marketing strategies for MSME owners in Riau. This study aims to analyze what marketing strategies are used by MSME owners in an effort to maintain their business continuity. The research method used in this study is a qualitative descriptive method. The type of data used in this study is qualitative data, which is categorized into two types, namely primary data and secondary data. Sources of data obtained through library research techniques (library study) which refers to sources available both online and offline such as: scientific journals, books and news sourced from trusted sources. The results of the study conclude that the marketing strategies carried out by MSME owners in maintaining their business during the Covid-19 pandemic are; Product Strategy, during the Covid-19 pandemic, MSME owners in Riau also created innovations in their respective products. Price Strategy (Price), during the pandemic, MSME owners in Riau also carried out a price strategy in the form of discounts or price discounts to attract consumers and be able to maintain business. Promotion Strategy (Promotion), The forms of promotion used are: (1) Advertising (Advertising) (2) Personal Selling (Personal Selling) (3) Sales Promotion (4) Place Strategy (Place/Distribution).
Co-Authors ', Taufiqurrahman A Halim Achmad Suhendra Hadiwijaya Ade Onny Siagian Adriansyah Adriansyah Adriansyah Afriani Fike Agnes Alvionita Agnes Alvionita Agnes Dini Mardani Agnes, Alvionita Ahmad Rifqi Aida Nursanti Aida Nursanti Aida Nursanti Aksa, Rojja Tri Alvionita, Agnes Aminudin, Rosihan Ana Bilgies Ana Fitriyatul Bilgies Ana Fitriyatul Bilgies, Ana Fitriyatul Andes Rahmat Fajrin Andiyana Randi Ando Fahda Aulia Andreas Siregar, Prima Andri Ardhiyansyah Andriya Risdwiyanto Annas, Annisa Nuraisyah Any Widyatsari Archristhea Amahoru, Archristhea arinduri Aini Arini Novalinda Arini Novandalina Arini Novandalina Arini Novandalina Arini Novandalina Arjang, Arjang Armelia Rahmasari Arwinence Pramadewi Arwinence Pramadewi Arwinence Pramadewi Arwinence Pramadewi Arwinence Pramadewi Arwinence Pramadewi Aulya Anindita Pratiwi Bagus Irawan Bambang Purwoko Betty Betty cahyono, didik Cakranegara, Pandu Adi Deni, Normala Deny Setiawan Dian Pratiwi Dila Padila Nurhasanah Edyanus Herman Halim Eko Sudarmanto Eva Desembrianita Fadli, Mashur Fahriza, Fahriza Ferry WF Waangsir Fitri Fitri Nurul Maghfira Fitrien Ayuda Frans Sudirjo Furwanti Alvi Furwanti Alwie , Alvi Gema Asti Melinda Halek Mu'min Hamid Miftahurrahmi Harlen, Harlen Hendratri, Bhaswarendra Guntur Henni Noviasari Henni Noviasari Herdiyanti, Herdiyanti Hidayat Nurul I Putu Agus Dharma Hita Ida Bagus Made Wisnu Parta Ilham Ilham Indah Novi Yani Indra Prasetya Nasution, Indra Prasetya IRFANDI, NAZMUL Iswanto, Juni Isyandi, B. Johari Johari Joni, M. Jusatria, Jusatria Jushemi Jushermi Jushermi Jushermi Jushermi Jushermi - Jushermi Jushermi Jushermi Jushermi Jushermi Jushermi Jushermi Jushermi Jushermi Jushermi Jushermi Jushermi Jushermi Jushermi Jushermi Jushermi, Jushermi Juwita Azizah Kennedy, Nurul Fadilla Khoiriyah - Leila Mona Ganiem Lesmana, Tera Lestari, Milla M. Addinul, Yuska Amri Mamusung, Robby Tanod Marhadi ' Marhadi Marhadi, Marhadi Marnis Marnis Marwan Effendi Marzolina Marzolina Marzolina Marzolina Marzolina Marzolina Mayang Sari Maylista, Sylvia Merakati, Indah Miftahul Jannah Mokhammad A'lan Tabaika Mu'min, Halek Muchlis Muh. Abduh Anwar Muh. Safar, Muh. Muhammad Asir Muhammad Harahap Muhammad Syafi’i Mutiara, Sri Yati Ni Komang Mela Tri Utari Ningsih, Rika Widia Nisyah, Habibah Tun Novelia Henita Noviasari Henni Novrianti, Dian Puspita Nur Alamsyah Nurhasanah, Dila Padila Oppy Riani Pahrijal, Rival Pertiwi, Triani Patra Pratama Anugrah Aditiya Pratama Eko Prima Andreas Siregar Primaroni, Oky Promalessy, Rika Putri, Aprila Rabbani, M Rizki Rahayu Danar Deny Rahmadani, Novi Rahmat Junaidi Rahmi Yanti Ramadhan Derizal Ramdhan Kurniawan Rendra Wasnury Restu Restu Restuti Sri Riko, Setiawan Pandu Rina Yuniarti, Rina Rini Suryani, Rini Robbi Rahim Rochimah Imawati Roni Afrian Pane Rosnelly Roesdi Rosyettii Rosyetti Rovanita Rama Rovanita Rama Rovanita Rama Rovanita Rama Rovanita Rama Rovanita Rama Rovanita Rama Rovanita Rama S, Deswita Samsir Samsir Samsir Samsir Samsir Samsir, Samsir Samsir, S. Sehani Sehani Sehani Sehani Setiawan, Faldino Sharnuke Asrilsyak Siburian, Agus Santoso Sisti Nurjanah Siswahyudianto Siti Kariyah Sitorus, Kristina Permata Sari Solly Aryza Sri Endang Komita Sri Endang Kornita Sri Restuti Sri Wahyuni Sri Wahyuni Wildah Subroto, Desty Endrawati Suri Amilia Suroso Suroso Susanti Maya Suwandana, I Made Adi Syamsuri Syamsuri Syarif, Salsabila Al Qarirah Ibnu Tarigan, Antonia Elsa Febrina Taufiqurrahman Taufiqurrahman Tengku Firli Musfar Tera Lesmana Tri Widayati Triaji, Yudha Utami, Eva Yuniarti Victor Ringhard Pattipeilohy Wahyu Busro Wahyudin Rahman Wanda Laksniyunita Widya Handayani Widyatsari, Any Wiwik Dwi Sukpa, Wiwik Dwi Yani, Sulisti Yoggy Wahyudi Yoggy Wahyudi Yulfita Sari Magdalena Yutiandry Rivai Z. Zulkarnain Zainal Abidin Zulkarnain Zulkarnain