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Zakiya Umami
Universitas Pendidikan Nasional
Economics, Econometrics & Finance

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DIGITAL MARKETING: ENGAGING CONSUMERS WITH SMART DIGITAL MARKETING CONTENT Zakiya Umami; Gede Sri Darma
Jurnal Manajemen dan Kewirausahaan Vol. 23 No. 2 (2021): SEPTEMBER 2021
Publisher : Management Study Program, Faculty of Business and Economics, Petra Christian University

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (252.626 KB) | DOI: 10.9744/jmk.23.2.94-103

Abstract

The accelerated development of digital technology is currently affected by several factors such as the use of internet technology, the development of smartphones, the emergence of various social media, the deve­lopment of e-commerce and the large number of people who actively use the internet. This study aimed to find a suitable marketing strategy for promoting food products by observing the development of digital marketing, especially today’s social media marketing. Bali was well known as one of the destinations visited by local and International tourists. One restaurant located in Kuta called Maisyaroh, in spite of the advancement of digital technology, had not optimized the use of the technology well.  Whereas, it actually could affect the competitive advantages. In addition, a qualitative descriptive approach was used in this research, while the data collection techniques were carried out through observation, in-depth interviews by using Zoom Meeting and docu­men­tation. The results stated that promotion using Instagram (IG) endorsement and paid promote could increase brand awareness and buying interest.
Co-Authors Gede Sri Darma