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Astri Wulandari
Telkom University
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Social Media Marketing Integration as an Interactive Marketing Strategy To Increase Competitive Advantage Aprilina, Riska; Wulandari, Astri; Suryawardani, Bethani
SINOMIKA JOURNAL: Publikasi Ilmiah Bidang Ekonomi dan Akuntansi Vol. 4 No. 5 (2026): January
Publisher : CV. Lafadz Jaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54443/sinomika.v4i5.4207

Abstract

This study aims to analyze the role of social media integration as a marketing strategy in optimizing a company's competitive advantage in the digital economy era. The current transformation in marketing strategies has encouraged the integration of digital platforms to foster communication, consumer engagement, and ultimately achieve competitive advantage. The study employed qualitative methods, incorporating literature review of various international and national journals covering digital marketing, social media integration, and competitive advantage. The analysis results indicate increased brand awareness and engagement, optimization of customer relationship management based on real-time data, and increased product and service innovation through consumer feedback. Social media integration enables companies to create a consistent customer experience. Social media integration is not only a marketing communications strategy but also a strategic capability that can support value creation and improve company performance.
The Impact of Human Resource Innovation and Creativity on the Marketing Effectiveness of MSMEs in the Tourism Sector in Indonesia Wulandari, Astri; Aprilina, Riska; Suryawardani, Bethani
Inkubis : Jurnal Ekonomi dan Bisnis Vol. 8 No. 1 (2026): INKUBIS Jurnal Ekonomi Dan Bisnis
Publisher : Politeknik Siber Cerdika Internasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59261/inkubis.v8i1.203

Abstract

Background: The tourism sector is one of the mainstays of Indonesia's economy. Micro, small, and medium enterprises (MSMEs) dominate both income generation and employment in this sector, contributing significantly to regional development. However, most tourism MSMEs still adopt conventional marketing methods, thus reducing their competitiveness in an increasingly digital and dynamic market environment. Objective: This study examines the impact of human resource (HR) innovation and HR creativity on the marketing effectiveness of tourism MSMEs in Indonesia. Methods: A quantitative cross-sectional survey of 300 MSME owners and managers across major tourism destinations—Bali, Lombok, and Yogyakarta—was carried out. Data were collected through a structured survey questionnaire and analyzed using descriptive statistics, Pearson correlation, and multiple regression analysis. Results: HR Innovation (Mean = 4.09) and HR Creativity (Mean = 4.23) received high scores but showed no significant relationship with marketing effectiveness (r ≈ −0.03; p > 0.05; R² = 0.002), indicating a very weak predictive model. This finding contradicts previous studies that found positive innovation–performance relationships. Conclusion: HR innovation and HR creativity are not significant predictors of marketing effectiveness. Organizational leadership, culture, and technological support are the key structural and systemic factors. Theoretical Contributions: This study highlights the need for an integrated HR development approach and theoretically contributes by demonstrating that creative resources require systemic mechanisms to translate into measurable marketing outcomes.
Pengaruh User-Generated Content terhadap Pembentukan Brand Awareness Telkom University di Era Digital Dzaky Aly Ramdhani; Rahmat Hidayat; Astri Wulandari
Jesya Vol 9 No 2 (2026): FORTHCOMING ARTICLES : JUNI 2026
Publisher : LPPM Sekolah Tinggi Ilmu Ekonomi Al-Washliyah Sibolga

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36778/jesya.v9i2.2780

Abstract

Dunia pendidikan saat ini mengalami pergeseran signifikan akibat intervensi internet, yang secara langsung mengubah pola komunikasi digital serta memperbarui strategi dalam membangun citra merek via optimalisasi media sosial. Fenomena ini memicu lahirnya konten buatan pengguna sebagai saluran komunikasi digital yang digerakkan oleh kontribusi sukarela khalayak. Tujuan utama riset ini ialah mendeteksi pengaruh konten buatan pengguna dalam membentuk kesadaran merek Telkom University melalui akun media sosial yang dikelola mahasiswa Telkom University. Pendekatan kuantitatif dengan metode eksplanatif-deskriptif diterapkan dalam studi ini, melibatkan partisipasi sebanyak 106 responden dari kalangan pengikut akun media sosial yang dikelola mahasiswa Telkom University menggunakan teknik probability sampling. Proses pengolahan data primer dilakukan menggunakan perangkat lunak statistik dengan rangkaian pengujian yang mencakup validitas, reliabilitas, statistik deskriptif, pendekatan regresi linear sederhana, uji-t, serta penentuan koefisien determinasi. Berdasarkan hasil analisis, tingkat keterlibatan konten buatan pengguna tergolong tinggi, yakni 79,31%, sejalan dengan capaian kesadaran merek yang juga berada di angka 80,18%. Melalui verifikasi hipotesis, ditemukan bukti bahwa konten buatan pengguna berkolaborasi positif dan signifikan dalam memengaruhi kesadaran merek Telkom University dengan nilai signifikansi 0,000 dan nilai koefisien determinasi mencapai 52,9%. Temuan ini menunjukkan bahwa keterlibatan digital audiens bukan sekadar pendukung, melainkan aset utama bagi perguruan tinggi. Pihak universitas perlu mengadopsi model komunikasi yang lebih interaktif dan partisipatif agar citra merek tetap terjaga dan selalu relevan dengan ekspektasi publik di masa depan.
Co-Authors Abdul Majid Abdurrahman Rahim Thaha Adhelia, Shafira Adi Bayu Mahadian Adithya, Donny Agnia Noor Syiwan, Nailla Agus Rahayu Agus Rahayu Ahmad Jupri Alfajar, Said Haikal Ali Nina Liche Seniati Aliansyah, Riko Alif, Wening Nur Habibah Alifia Salsabila Alila Pramiyanti Alpito, Muhammad Andrieta Shintia Dewi Apriadi, Rhandy Asmi Apriliani, Nabila Aprillianti, Linda Arfah , Azka Awliya Ariani, Nurul Elda Arie Hendra Saputro Astaria Eka Santi Ati Mustikasari Azhari, Dinda Aulya Baharta, Edwin Baiq Armellya Maharani Yuriawan Barus, Nabila Qhassy Br Bethani Suryawardani Bijaksana Prabawa Bilqis Rizki Vinaya Bimantio, Mohammad Prasanto Catur Nugroho Chairunnisa Widya Priastuty Clara Novita Anggraini Dandy Marcelino Dandy Marcelino Dandy Marcelino Dandy Marcelino Dandy Marcelino Dandy Marcelino Dandy Marcelino Deddy Mulyana Dedy Rahman Wijaya Dendi Gusnadi Diko, M. Attila Ibest Moeslim J. Donni Junipriansa Dzaky Aly Ramdhani Edwin Rizal Efriani Efriani Elvi Berta Debora Fachry Abda El Rahman Fairuzanardi SA, Fidela Faisa Fanni Husnul Hanifa Faras , Abu Fat’hah Noor Prawita Fat’hah Noor Prawita Faudziah, Totum Aurora Fazri, Irfan Moch Febrianti, Rianda Fitrianti, Dini Gandeva Bayu Satrya Hasanah Putri Hendrawan, I Gede Donny Heny Hendrayati Hilman Ahyadi Huda, Muhammad Chairul Husnida, Windy Annisa Husnul Hanifa, Fanni Ida Bagus Banyuro Partha Irfan Moch Fazri Isrowati, Isrowati Jasmine Alya Pramesthi Khairul Amri Khairunnisa, Dinda Puspita Leni Cahyani Lestari, Bening Sagita Lilik Ariyanto Lubis, Ocha Shafiqah Putri Lukito, Wahyu Madany, Lalu Riffadh Makarim, M. Dhafin Marcelino, Dandy Meilina Raharjo, Sabitah Mochamad Yudha Febrianta Muna, Fatimath Nabil, Aisya Sucy Nabila, Yasmin Nachwan Mufti Adriansyah Nastain, M. Nastain, Muhamad Nayshila Aura Putri, Wingga Novita Sari Nursyirwan , Vivi Iswanti Ouda Teda Ena Panjaitan, Maria Yunita Tianar Br Permana, Axel Adam Pratama, Raihan Devi Prawita, Fat’hah Noor Prdana, Yoka Purwanti Hadisiwi Puspitaloka, Damar Wulan Puspitasari, Danya Putri Putri Fatoni, Salwa Berliana Putri, Baiq Ega Zulqaidah Putri, Chairunida Maulida Putri, Sintia Karina Qathrunnada, Zalfa R, Ariyanto Rabani, M. Restu Rahmadi Wijaya Rahmat Hidayat Rahmatullah, Dimas Rizky Raihana, Raihana Randi, Muhammad Sinar Regina Dwi Putri Lestari, Elsy Riska Aprilina Riza Taufiq Rizki Yantami Arumsari Rosmiati, Mia Ruth Mei Ulina Malau Sagita, Baiq Vira Emaliyana Salsabiila, S. Santi, Astaria Eka Sari, Lusi Nurlaila Sastika , Widya Selian, Ardiansyah Simamora, Lira Zufika Siska Komala Sari Sri Widaningsih, Sri Sugondo Hadiyoso Sunanta, Uswatun Khasanah Suryana Heryawan Achmad Suryana Suryana Suryatiningsih Susanto, Ragil Prasetyo Sutrisno Sutrisno Syahduhan, Aan SYAHPUTRA, HERU Tarandhika Tantra Telaumbanua, Ordinet Thaher, Abi Rizky Uzma, Saadatul Vany Octaviany Vinsensius Sigit Widhi Prabowo Wa Ode Arsyiah Wardati, Rifka Uzma Widhyasetyanti, Ghaisani Widya Sastika Wijdan, Ifad Yoka Pradana Yuniar Yuniar Zahid Ilyas, Muhammad Daffa Zalfa Qathrunnada Zoehirfan, Muhammad Farel