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All Journal Buletin Udayana Mengabdi Jurnal Mirai Management YUME : Journal of Management Jurnal Mantik Jurnal Pendidikan dan Konseling Al-Kharaj: Journal of Islamic Economic and Business Management Studies and Entrepreneurship Journal (MSEJ) Jurnal Kepariwisataan dan Hospitalitas Wacana Ekonomi : Jurnal Ekonomi, Bisnis dan Akuntansi Budapest International Research and Critics Institute-Journal (BIRCI-Journal): Humanities and Social Sciences Journal of Innovation Research and Knowledge CEMERLANG :Jurnal Manajemen dan Ekonomi Bisnis Majalah Ilmiah Widyacakra Jurnal Ilmiah Hospitality Management Dharma Jnana Gemilang: Jurnal Manajemen dan Akuntansi Safari : Jurnal Pengabdian Masyarakat Indonesia Profit: Jurnal Manajemen, Bisnis dan Akuntansi Journal of Research and Development on Public Policy Journal of Management and Social Sciences Jurnal Pelayanan dan Pengabdian Masyarakat Indonesia International Journal of Economics and Management Research Cakrawala: Jurnal Pengabdian Masyarakat Global Digital Bisnis: Jurnal Publikasi Ilmu Manajemen Dan E-commerce Inisiatif: Jurnal Ekonomi, Akuntansi Dan Manajemen Jurnal Manajemen Riset Inovasi Wawasan : Jurnal Ilmu Manajemen, Ekonomi dan Kewirausahaan Journal of Management and Creative Business International Journal of Management Research and Economics Southeast Asian Journal of Management and Research Cross-Border Journal of Business Management Asian Journal of Management, Entrepreneurship and Social Science Brilliant International Journal of Management and Tourism International Journal of Economics and Management Research Jurnal Pengabdian dan Inovasi Masyarakat KREATIF: Jurnal Pengabdian Masyarakat Nusantara Economics and Business Management Journal ALKHIDMAH: Jurnal Pengabdian dan Kemitraan Masyarakat Optimal: Jurnal Ekonomi dan Manajemen Pariwisata
I Nyoman Tri Sutaguna
Universitas Udayana
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Environmental Science Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Public Health Social Sciences Transportation Other

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Digital Marketing Strategy Based on Social Media and Word of Mouth in Enhancing Brand Awareness and Consumer Purchase Decisions I Nyoman Tri Sutaguna; Adi Artino; Angga Kurniawan; Ansri Jayanti; Riesna Apramilda
SAJMR : Southeast Asian Journal of Management and Research Vol. 4 No. 2 (2026): May
Publisher : Yayasan Putra Adi Dharma

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61402/sajmr.v4i2.605

Abstract

This study aims to analyze the role of digital marketing strategies based on social media and word of mouth (WOM) in enhancing brand awareness and consumer purchase decisions. This research employs a Systematic Literature Review (SLR) approach using the PRISMA framework to identify, evaluate, and synthesize relevant studies published between 2019 and 2025. A number of selected articles from Scopus-indexed and reputable journals were analyzed. The findings indicate that social media marketing significantly improves brand awareness through consumer engagement, interaction, and information dissemination. Meanwhile, word of mouth plays a crucial role in building consumer trust and influencing purchase decisions through recommendations and shared experiences. Furthermore, the integration of social media and word of mouth provides a stronger and more sustainable impact on consumer behavior, particularly in shaping brand perception and purchase intention
Transformation of MSME Marketing Strategy in Bandung City in Facing the Digital Era Muhammad Yusuf; I Nyoman Tri Sutaguna
OPTIMAL Jurnal Ekonomi dan Manajemen Vol. 5 No. 4 (2025): Desember OPTIMAL: Jurnal Ekonomi dan Manajemen
Publisher : Lembaga Pengembangan Kinerja Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/optimal.v5i4.11070

Abstract

The development of information technology and increasing business competition encourage business actors to develop more innovative and adaptive marketing strategies. Bandung City is known as one of the centers of the creative industry in Indonesia, home to many micro, small, and medium enterprises (MSMEs) with various superior products, especially in the culinary, fashion, and craft sectors. This study aims to analyze the marketing strategies implemented by MSMEs in Bandung City and identify factors that influence the effectiveness of these marketing strategies. This study uses a qualitative approach with descriptive methods. Data collection was conducted through observation, interviews, and documentation studies to obtain an overview of the marketing practices carried out by MSME actors. The results show that MSME marketing strategies in Bandung City are increasingly developing through the use of digital marketing, particularly through social media and marketplace platforms that can expand market reach and increase interaction with consumers. In addition, product creativity and differentiation strategies are the main strengths of MSMEs in increasing competitiveness in the market. However, several obstacles remain, such as limited digital literacy, limited human resources, and a lack of structured marketing strategy planning. Therefore, efforts are needed to increase the capacity of MSMEs in utilizing digital technology and strengthening more innovative marketing strategies in order to be able to increase business competitiveness in the digital economy era.
PENGELOLAAN SARANA DAN PRASARANA KAWASAN WISATA PANTAI IMPOS DESA MEDANA KECAMATAN TANJUNG KABUPATEN LOMBOK UTARA Lalu Juliyadi; Lalu Masyhudi; I Nyoman Tri Sutaguna
Jurnal Ilmiah Hospitality Vol 11 No 2: Desember
Publisher : Sekolah Tinggi Pariwisata Mataram

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47492/jih.v11i2.2343

Abstract

Impos Beach is one of the tourist destinations in Karang Anyar Hamlet, Medana Village, Tanjung District, North Lombok Regency, West Nusa Tenggara Province. This study aims to determine the availability of facilities and infrastructure and to describe the management of facilities and infrastructure for the Impos Beach Tourism Area, Medana Village, Tanjung District, North Lombok Regency. This study used descriptive qualitative method. The method of determining respondents was purposive sampling. The data used in this study were observation, interviews and documentation. The data analysis used is descriptive qualitative analysis, namely to reveal events or facts, circumstances, phenomena, variables and circumstances that occurred during the research by revealing what actually happened. The results of this study are the availability of facilities and infrastructure for the Impos Beach Tourism area is quite good but there are some that need to be added because they are not in accordance with the number of visits. Impos Beach is managed by Pokdarwis Sejahtera Pantai Impos which has been running since 2017 until now. The management of the facilities and infrastructure of the Impos Beach Tourism Area is still not optimal due to the lack of public awareness in protecting the environment on the Impos Beach and the lack of cohesiveness from Pokdarwis members because they are more concerned with private stalls.
Co-Authors A.M. Putra A.S. Sulistyawati Abdul Haris Abdurohim Abdurohim Adi Artino Adrian Febriana Dima Adrian Febriana Dima Adrian Febriana Dima Agung Sri Sulistyawati Agus Yulistiyono Akhmad Nur Zaroni Akmal Abdullah Akmal Abdullah Almansyah Rundu Wonua Andreas Tigor Oktaga, Andreas Andriya Risdwiyanto Angga Kurniawan Arief Yanto Rukman Arief Yanto Rukmana Aris Munandar Arwin Tannuary Aslichah Aslichah Atik Sekianti Betty Rahayu Betty Rahayu Bunga Aditi bunga aditi Cakranegara, Pandu Adi Chevy Herli Sumerli Citra Arta, Deddy Novie D Yadi Heryadi Daniel L. Pakiding Desak Made Artatik Wangi Dian Ariani Dian Indah Sari Eka Hendrayani Eliyanti Agus Mokodompit Ema Yudiani Ema Yudiani Endang Fatmawati Endang Silaningsih Endrawati, Titin Erlina Pakki Fanny Maharani Suarka Farid Ardyansyah Farida Akbarina Ferdinandus Sampe Frans Sudirjo Frans Sudirjo Gede Ananda Putra Geofakta Razali Gusti Noorlitaria Achmad Hapzi Ali Hardi Fardiansyah Harfiahanj Indah Rakhma Ningtyas Harun Samsuddin Harun Samsudin Henny Herawati Heny Herawati Heny Hidayati Heriyana Heriyana Hustianto Sudarwadi Huzaemah Huzaemah Huzaemah Huzaemah I Gusti Ngurah Widyatmaja I Ketut Sirna I Ketut Suwena I Made Purba Astakoni I Made Yasa yasa I Nyoman Jamin Ariana I Wayan Purnayasa I.A.E.T. Putri I.B.K. Astina I.N.J. Ariana IB Ketut Astina Ida Ayu Eka Trisna Putri Ilham Ilham Ilham, Rachmad Irwan Moridu Ita Nurcholifah Jatmiko, Anang Rohmad Jayanti, Ansri Kaharuddin Lalu Juliyadi Lalu Masyhudi Latuconsina, Zainuddin Luckhy Natalia Anastasye Lotte M. Rafid Marwal Manap, Abdul Manik Pratiwi Marhaendro Purno Marhumi Marhumi Maria Lusiana Yulianti Masfiatun Nikmah MASHUDI HARIYANTO Mawardi Mawardi Melkior Lukas Miftahorrozi Miftahorrozi Muhammad Sulton Aminudin Muhammad Yusuf MUHAMMAD YUSUF Muhammad Yusuf Muhammad Yusuf AR Muriawan Putra, Agus Mutiara Shifa Mutmainah Mutmainah N. Narottama N.M. Ariani N.N.S. Aryanti Nasaruddin Siregar Ni Komang Samiasti Ni Made Ariani Ni Made Satya Utami Ni Nyoman Sri Aryanti Ni Putu Ida Trisnadewi Ni Putu Ratna Sari Ni Wayan Noni Suandewi Norvadewi Nursyamsi , Sari Endah Nurul Saila P.R. Pertiwi PA. Andiena Nindya Putri PA. Andiena Nindya Putri Pawit Wartono Poppy Hidayat Puspita Puji Rahayu Putu Diah Kesumadewi Rachmad Ilham Rahmadtiyah Hasanah Miftahuljannah Ratnawati Ratnawati Resdiansyah Resdiansyah Revi Sesario Rian Ardianto Riesna Apramilda Rina Sovianti Rini Hadiyati Rinovian Rais Ronald Mahendra Jati Rosdianti Rosdianti Rudianto Rudianto Rusydi Fauzan Rusydi Fauzan Samuel PD Anantadjaya Santy Nururly Saputra, Eka Kurnia Sipakoly, Selly Siregar, Ade Perdana Sjahruddin, Herman Slamet Maryoso Sri Gustini Sumarni Sumarni Sumarni Sumarni Suratman Syamsu Rijal Syamsu Rijal Uli Wildan Nuryanto Widjaja, Warkianto Wina Nurhayati Wiryawan, Dedik Yenny Verawati Yogi Nurfauzi Yorlanita Agustina Sojo Yusnindar Yusnindar Yusrin Yusrin Zarkasi Zarkasi Zarkasi Zarkasi