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Journal : International Journal of Business, Law, and Education

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Strategic Digital Integration: Unravelling the Impact of Social Media, Data Analytics, and Branding on Sustainable Marketing Strategies and Consumer Engagement in the Tourism Industry in Bali Province Sudrajat, Arief
International Journal of Business, Law, and Education Vol. 5 No. 1 (2024): 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.v5i1.495

Abstract

This study examines the complex dynamics of digital integration in Bali's travel and tourist sector, with a particular emphasis on the effects of branding, social media, and data analytics on customer engagement and sustainable marketing tactics. 355 different enterprises in the province responded to a quantitative analysis that was carried out. The structural model analysis validated all of the proposed hypotheses, while the measurement model assessment confirmed the constructs' validity and reliability. The findings highlight the beneficial connections between consumer involvement, branding tactics, data analytics adoption, social media integration, and sustainable marketing techniques. The study's conclusions can be trusted because the model fit indices show a respectable fit. This research highlights the strategic significance of digital integration for sustainability and customer connections, providing useful insights for companies trying to navigate Bali's tourism sector in the digital era.
Co-Authors Alfianah, Sinta Rahma ARDIAWATI, RANI Ardita, Febri Wulan AYONA, BERLIAN AYU LUKMININGSIH, PUTRI Ayun, Qurrota Chatun, Sri Dewa Oka Suparwata DWI CAHYANI P, INTAN Dwi Yana, Mira Eko Wahyuni Rahayu Eufrasia Kartika Hanindraputri FAROKAH, NIA Febrianti, Kezya Agitha HASAN AL MUSHAWWIR, MUHAMMAD Ifa, Ken IKA SARI, NAAFIA ILHAM SEPTIAN, HANIFAL Iwan Harsono Jasmiarto, Dicky Khalid Syaifullah Khamimiya, Aza Rifda Marpaung, Tacsiya Kristina Rodearna Misbahuddin, Agus Ridwan Nadhirul Wismiyati Nuraini, Dewinta Oktavia, Nur Laili PAMBUDI HANDOYO Putu Doddy Heka Ardana QONITATI, SALSABILA Sari, Handini Novita SETIAWAN, MUHAMMAD RIJAL Shafwa, Ailsa Fitri Suaidah, Umul SULTONIDZIKRI, DIEMAS Tedjomurti, Febriandita VIRESKA NIRMALA, VALENTINA WIRATTAMA PUJA ADHIDEWA, THOMAS YUNIAR NAHRUL JANNAH, AGNESIA