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All Journal JURNAL ECONOMIA JDM (Jurnal Dinamika Manajemen) Dinamika Pendidikan JAM : Jurnal Aplikasi Manajemen Jurnal TIMES Jurnal Aplikasi Bisnis dan Manajemen (JABM) E-Journal Benefit: Jurnal Manajemen dan Bisnis Management Analysis Journal Jurnal Ilmiah Peuradeun PROSIDING KOMUNIKASI Jurnal Surya Masyarakat Jurnal Entrepreneur dan Entrepreneurship SENSITEK Jurnal Manajemen Universitas Bung Hatta Jurnal Surya Masyarakat Jurnal Manajemen Pendidikan dan Ilmu Sosial (JMPIS) Economics and Digital Business Review Information System Journal (INFOS) SPRINTER: Jurnal Ilmu Olahraga Studi Akuntansi, Keuangan, dan Manajemen Prosiding SNPBS (Seminar Nasional Pendidikan Biologi dan Saintek) J-ABDIPAMAS (Jurnal Pengabdian Kepada Masyarakat) Indonesian Journal of Advanced Research (IJAR) Jurnal Abdimas Jatibara International Journal of Application on Economics and Business
Tony Wijaya
STMIK Pontianak
Religion Humanities Biochemistry, Genetics & Molecular Biology Civil Engineering, Building, Construction & Architecture 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 Library & Information Science Medicine & Pharmacology Nursing Physics Public Health Social Sciences Other

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The Moderation of Gender and Level of Vividness in The Effect of Content Types on Consumer Engagement Wijaya, Tony
Jurnal Aplikasi Bisnis dan Manajemen Vol. 8 No. 3 (2022): JABM Vol. 8 No. 3, September 2022
Publisher : School of Business, Bogor Agricultural University (SB-IPB)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.17358/jabm.8.3.667

Abstract

This study examines the influences of rational and emotional content on Instagram consumer engagement moderated by gender and the level of media vividness. This research is a survey. This study uses primary data collected with a scale of consumer involvement and content type. The population in this study are consumers who are Instagram users. The sampling technique used was purposive sampling with the criteria of users involved in posting activities on Instagram and following Instagram ad posts. The sample that was collected was 709 respondents from the Special Region of Yogyakarta and Central Java. The data analysis technique used moderated regression analysis (MRA). The results showed that the type of content affected on consumer engagement. The results show that female consumers reinforce emotional content rather than rational, and vice versa for male consumers. The results also show the interaction of vividness level with marketing content types. The high vividness strengthens the influence of emotional content compared to rational content, and vice versa in the low vividness. Keywords: marketing content, digital marketing, social media, instagram, e-business
Pembuatan Media Pembelajaran Berupa Game Edukasi Role Playing Berbasis RPG Maker VX Ace pada Sub Materi Matahari sebagai Sumber Energi Alternatif untuk Siswa SMP Kelas VIII Mahanani, Alif Utama; Saifudin, Mukhamad; Wijaya, Tony; Nugroho, Novanda Adi
Prosiding SNPBS (Seminar Nasional Pendidikan Biologi dan Saintek) 2016: Prosiding SNPBS (Seminar Nasional Pendidikan Biologi dan Saintek)
Publisher : Universitas Muhammadiyah Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (2836.583 KB)

Abstract

Tujuan dari penelitian ini adalah untuk menghasilkan media pembelajaran interaktif berupa Game Edukasi Role Playing berbasis RPG Maker Vx ACE pada sub materi Matahari Sebagai Sumber Energi Alternatif SMP Kelas VIII, sehingga media pembelajaran ini mampu menjadi suatu media pembelajaran yang berbasis teknologi serta memiliki nilai ekonomis. Proses pembuatan media pembelajaran fisika ini meliputi: tahap persiapan, tahap pembuatan menggunakan program RPG Maker Vx Ace, validasi oleh ahli materi, dan media, serta tahap penyelesaian. Hasil yang diperoleh berupa media pembelajaran game edukasi pada sub materi Matahari Sebagai Sumber Energi Alternatif berbasis RPG maker Vx Ace. Media pembelajaran game edukasi pada materi Matahari Sebagai Sumber Energi Alternatif berbasis RPG maker Vx Ace merupakan media pembelajaran yang berfungsi untuk memudahkan siswa SMP kelas VIII dalam memahami pelajaran IPA. Berdasarkan hasil pembuatan media pembelajaran IPA dan pembahasan dapat disimpulkan bahwa media game edukasi yang dibuat memenuhi kriteria sangat baik dan layak untuk digunakan.
Inovasi Produk dan Pemasaran Digital untuk Meningkatkan Daya Saing UMKM Hampers di Desa Sembung Utama, Agung; Wijaya, Tony; Wardana; Ghaffar, Alfian Abdul; Achmadi, Caesar Rosyad
J-ABDIPAMAS (Jurnal Pengabdian Kepada Masyarakat) Vol. 9 No. 2 (2025): Oktober 2025
Publisher : IKIP PGRI Bojonegoro

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30734/j-abdipamas.v9i2.5211

Abstract

ABSTRACT Sembung Village in Wedi District, Klaten Regency, has strong potential to develop as a center for hampers-based Micro, Small, and Medium Enterprises (MSMEs). Several existing wedding equipment rental businesses have created an initial market ecosystem for hamper products and souvenirs. However, this potential has not yet been supported by adequate product innovation and digital marketing capabilities. Local MSME actors still face obstacles in designing creative hampers, applying proper packaging techniques, developing branding, and utilizing digital platforms, which limits their competitiveness and keeps them dependent on conventional marketing. This community engagement program aims to enhance the competitiveness of MSMEs in Sembung Village through product innovation training and digital marketing strategies. The methods used include lectures, demonstrations, hands-on practice, and intensive mentoring on hamper design, product photography, storytelling, and promotion through social media and online marketplaces. The evaluation involved pre-tests, post-tests, observation, and participant feedback. The results demonstrate a significant improvement in participants’ understanding of digital marketing, promotional content development, and packaging creativity, with an average increase of over 100 percent. Participants successfully produced new hamper designs, created digital catalogs, and managed online business accounts. This program has proven effective in strengthening creative economy-based MSMEs and expanding their market opportunities through digitalization. Keywords: digital marketing, product innovation, MSMEs, empowerment, Hampers   ABSTRAK Desa Sembung di Kecamatan Wedi, Kabupaten Klaten, memiliki potensi kuat untuk berkembang sebagai sentra UMKM hampers karena telah terdapat beberapa usaha sewa perlengkapan dan alat penikahan yang menjadi ekosistem awal tumbuhnya permintaan produk hantaran dan suvenir. Namun, potensi tersebut belum diikuti oleh kemampuan inovasi produk dan pemasaran digital yang memadai. Pelaku UMKM masih menghadapi kendala dalam kreativitas desain hampers, teknik pengemasan, branding, dan pemanfaatan media digital sehingga daya saing produk masih terbatas pada pemasaran konvensional. Kegiatan pengabdian ini bertujuan meningkatkan daya saing UMKM Desa Sembung melalui pelatihan inovasi produk dan strategi pemasaran digital. Metode yang digunakan mencakup ceramah, demonstrasi, praktik langsung, serta pendampingan intensif dalam desain hampers, fotografi produk, storytelling, dan pemasaran berbasis media sosial maupun marketplace. Evaluasi dilakukan melalui pre–test, post–test, observasi, dan umpan balik peserta. Hasil menunjukkan peningkatan signifikan pada pemahaman peserta mengenai digital marketing, pembuatan konten promosi, dan kreativitas pengemasan dengan rata-rata peningkatan kompetensi di atas 100%. Peserta mampu menghasilkan desain hampers baru, membuat katalog digital, serta membangun akun bisnis daring. Kegiatan ini terbukti efektif mendorong kemandirian UMKM berbasis ekonomi kreatif dan membuka peluang perluasan pasar melalui digitalisasi. Kata kunci: digital marketing, inovasi produk, UMKM, pemberdayaan, Hampers
Pemasaran Digital dalam Perspektif Akademis: Studi Bibliometrik Literatur Global Izal, Feizal Septya Pradana; Wijaya, Tony; Utama, Agung
Studi Akuntansi, Keuangan, dan Manajemen Vol 5 No 2 (2025): Oktober
Publisher : Penerbit Goodwood

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35912/sakman.v5i2.5245

Abstract

Purpose: This study aims to examine the development and structure of academic literature on digital marketing through a bibliometric analysis approach. Digital marketing has become a central topic in marketing studies, especially since the COVID-19 pandemic, which has accelerated the adoption of digital technology across various sectors. Methodology: Data were collected from the Scopus database covering the period 2005–2025, identifying 111 documents containing the keywords “digital marketing” and “e-marketing” in the title, abstract, and keywords. VOSviewer software was employed to perform mapping of thematic networks, visualization of temporal trends, and analysis of literature density. Results: The findings reveal that the dominant research themes focus on social media marketing, purchase intention, content marketing, and the integration of advanced technologies such as artificial intelligence (AI), big data analytics, and chatbots. The visualization indicates a significant shift from traditional marketing discussions toward more technology-driven and behaviorally adaptive topics. Conclusions: Digital marketing research has evolved dynamically, moving toward more data-based and technology-oriented themes that reflect contemporary consumer trends. Limitation: This study is limited to publications indexed in Scopus and may exclude relevant works from other academic databases or gray literature. Contribution: The study contributes to a systematic understanding of the intellectual structure and thematic evolution of digital marketing research, offering valuable insights for academics and practitioners to identify research gaps and future directions in technology-based marketing studies.
Digital Marketing Trends in Management Research Topics in the Corporate Buying and Selling Market Sector: A Bibliometric Analysis Kusuma, Vicky Ayu; Wijaya, Tony
JURNAL MANAJEMEN UNIVERSITAS BUNG HATTA Vol 21 No 1 (2026): Jurnal Manajeman Universitas Bung Hatta
Publisher : Management Department, Faculty of Economics and Business, Universitas Bung Hatta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37301/jmubh.v21i1.29138

Abstract

The development of digital technology has changed marketing trends in marketing management literature. This study aims to analyse trends and directions in digital marketing research, identify dominant themes, and map the contributions of influential authors, journals, and countries, particularly in the context of corporate buying and selling market with digital marketing. The main problem is the lack of a systematic review that describes the conceptual dynamics and interconnections between researchers in this field. The method used is qualitative with a bibliometric analysis approach, using data from Scopus and VOSviewer software to visualise networks of keywords, authors, and research themes. From 280 documents published between 2020 and 2025, a significant increase in publications was found, peaking in 2024. The analysis identified six main clusters: brand promotion and image, consumer behaviour and purchase intent, buyer and salesperson perspectives, smart tourism and profit orientation, consumer credibility and trust, and e-marketing and digital innovation. The findings indicate a paradigm shift in digital marketing from one-way communication to interactive systems based on artificial intelligence and personalised consumer experiences. Research recommendations are directed towards exploring clusters that are still limited and strengthening data-based approaches for the effectiveness of digital marketing strategies in the corporate sector.
Analisis Bibliometrik Pengaruh Media Sosial terhadap Niat Konsumen: Fokus pada Transformasi Digital dan Perilaku Generasi Z Maharani, Ganing Indria; Wijaya, Tony; Utama, Agung
Jurnal Manajemen Pendidikan dan Ilmu Sosial Vol. 7 No. 2 (2026): Jurnal Manajemen Pendidikan dan Ilmu Sosial (Februari - Maret 2026)
Publisher : Dinasti Review

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/jmpis.v7i2.7553

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh media sosial terhadap niat konsumen, dengan fokus pada Generasi Z dalam konteks pemasaran digital. Penelitian ini menggunakan analisis bibliometrik terhadap publikasi ilmiah yang terdaftar di Scopus selama periode 2014-2024, dengan kata kunci “pengaruh sosial” dan “niat.” Hasil penelitian menunjukkan peningkatan signifikan dalam jumlah publikasi pada tahun 2020, yang dipicu oleh pandemi COVID-19 dan percepatan digitalisasi. Analisis ini mengidentifikasi tiga klaster utama: (1) pengaruh media sosial terhadap niat dan keputusan pembelian konsumen, (2) teori dan model perilaku konsumen, dan (3) aspek sosial dan ekonomi dari pengaruh media sosial. Kelompok pertama menyoroti pentingnya influencer dalam mempengaruhi niat pembelian dan kunjungan, sementara kelompok kedua menggambarkan penggunaan teori perilaku konsumen dalam konteks digital. Kelompok ketiga menekankan dampak sosial yang lebih luas dari pengaruh media sosial. Kesimpulannya, studi ini menyoroti celah dalam literatur terkait niat kunjungan dan pentingnya keterlibatan emosional serta FOMO dalam mempengaruhi keputusan konsumen. Studi ini memberikan wawasan bagi pemasar untuk merancang strategi yang lebih efektif dengan memanfaatkan pengaruh sosial digital.
Co-Authors A.A. Ketut Agung Cahyawan W Agung Utama Ahmad Wahyudi Alfian Abdul Ghaffar Anas Hidayat, Anas Anita Mustikasari Arif Wibowo Arini, Yayang Putri Caesar Rosyad Achmadi david Dela, Rilma Maya Diyah, Ida Aryati Ekadipta Ekadipta Fista, Theresia Fitri Fidia Fitri Yanti Gultom, Ria Pebrianti Izal, Feizal Septya Pradana KARLINA DWIJAYANTI, KARLINA Kuncoro, Andreas M Kusuma, Vicky Ayu Mahanani, Alif Utama Maharani, Ganing Indria Maimun Sholeh Mareliasari, Avia Margaretha Kuway, Susanti Moerdyanto, Moerdyanto Moh Nasuka Muhamed, Nurul Aini Nugroho, Novanda Adi Nurhadi Purwanti, Suci Rahmadani, Aulia Rini Tri Hastuti Saifudin, Mukhamad Sandy Kosasi Santi Budiman saptawan, ferry Sigit Prasetyo Sunjoyo Suryaningtyas, Arum Sutirman Sutirman Wardana Wardana Wardana