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All Journal Ensiklopedia of Journal Tourism Scientific Journal Budapest International Research and Critics Institute-Journal (BIRCI-Journal): Humanities and Social Sciences International Journal of Social Science Kontigensi: Jurnal Ilmiah Manajemen Pusaka : Journal of Tourism, Hospitality, Travel and Business Event International Journal of Applied Business and International Management International Journal of Accounting & Finance in Asia Pasific Jurnal Ilmu Multidisplin Digital Bisnis: Jurnal Publikasi Ilmu Manajemen Dan E-commerce Manajemen dan Pariwisata Journal of Consumer Study and Applied Marketing International Journal of Education, Language, Literature, Arts, Culture, and Social Humanities Jurnal Kepariwisataan: Destinasi, Hospitalitas dan Perjalanan INTERNATIONAL JOURNAL OF FINANCIAL ECONOMICS (IJEFE)
Ananta Budhi Danurdara
Politeknik Pariwisata NHI Bandung
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Medicine & Pharmacology Public Health Social Sciences Other

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STRATEGIC MARKETING TRANSFORMATION THROUGH BIG DATA UTILIZATION: IN- DEPTH ANALYSIS OF TRANSLATING GIGANTIC INFORMATION INTO DECISIONSINFLUENCING TACTICAL AND BUSINESS STRATEGIES Ananta Budhi Danurdara; Anjani; Nenden Hendayani; Rahma Helal Al_ Jbour; Iyad Abdallah Al- Shreifeen
INTERNATIONAL JOURNAL OF FINANCIAL ECONOMICS Vol. 1 No. 10 (2025): INTERNATIONAL JOURNAL OF FINANCIAL ECONOMICS (IJEFE)
Publisher : CV. Adiba Aisha Amira

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Abstract

In today's data-driven landscape, the convergence of strategic marketing and Big Data catalyzes a transformative journey for organizations. This research, comprising a comprehensive analysis, explores the profound impact of Big Data on reshaping marketing strategies. Delving into the intricate dynamics of decision- making processes, the study elucidates how vast data sets influence tactical and business strategies. With an emphasis on translating gigantic information into actionable insights, the research unveils the symbiotic relationship between data- driven decision-making and organizational agility. The abstract underscores the pivotal role of Big Data in enhancing customer engagement, informing targeted promotions, and contributing to broader business objectives. A critical evaluation of existing literature identifies strengths and weaknesses in current studies, emphasizing the need for in-depth exploration into industry-specific contexts and ethical considerations. In considering future directions, the study anticipates a continued evolution toward more sophisticated analytics tools, including artificial intelligence and machine learning. The implications for businesses involve staying abreast of emerging trends, investing in advanced analytics capabilities, and addressing ethical considerations. This research contributes to a comprehensive understanding of leveraging Big Data for strategic marketing transformation, offering insights into the dynamic intersection of data-driven decision-making and organizational success.
DIGITAL MARKETING STRATEGY TO INCREASE BRAND AWARENESS IN INDUSTRY Ananta Budhi Danurdara; Dwi Apriyanti Kumalasari; Zeni Zainal Muis
INTERNATIONAL JOURNAL OF FINANCIAL ECONOMICS Vol. 1 No. 11 (2025): INTERNATIONAL JOURNAL OF FINANCIAL ECONOMICS (IJEFE)
Publisher : CV. Adiba Aisha Amira

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Abstract

A digital marketing strategy is a series of plans to build a business presence in the digital world or the internet through various digital channels. Developing a digital marketing plan aims to raise brand awareness and draw in new clients for the company. A strong digital marketing strategy will help businesses to achieve specific digital goals through properly chosen media. Increasing brand awareness is a worthwhile investment for businesses. By expanding brand knowledge and awareness, businesses can gain a competitive advantage, expand market reach, build customer loyalty, and achieve sustainable growth. The method used in this article is a literature review. This research discusses the description and types of digital marketing, analysis of how digital marketing strategies influence brand awareness, implementation of digital marketing strategies in certain industries, and the effectiveness of digital marketing strategies in increasing brand awareness.
Kompetensi ASN Pariwisata dan Pengembangan Pelatihan Berbasis Kompetensi Afriza, Lia; Kalsum, Er Ummi; Danurdara, Ananta Budhi
Manajemen dan Pariwisata Vol. 5 No. 1 (2026): April 2026
Publisher : Sekolah Tinggi Ilmu Ekonomi Pariwisata Yapari (STIEPAR YAPARI) Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32659/jmp.v5i1.605

Abstract

This study aims to analyze the competency level of public servants (ASN) in the tourism sector, identify the root causes of competency gaps, and formulate an appropriate Competency-Based Training (CBT) model aligned with regional tourism development needs. The problem arises from non-competency-based job rotation, the absence of substantive tourism training, low digital literacy, and the lack of technical institutional standards within tourism offices. This research employs a qualitative method through field observation, in-depth interviews with non-managerial and non-functional tourism staff, and literature review of relevant regulations, including the Ministry of Administrative Reform (PermenPANRB) regulations from 2020–2023, the ASN Competency Dictionary (2022), and national tourism development policies. The findings reveal that ASN competencies remain weak across the five core pillars of tourism: (1) destination management, due to limited understanding of planning and standardization; (2) tourism marketing, reflected in the lack of digital promotion and branding skills; (3) institutional governance, characterized by minimal coordination and the absence of operational SOPs; (4) tourism human resource development, where ASN are not yet capable of providing substantive guidance to tourism actors; and (5) the tourism industry, marked by insufficient knowledge of industry structure and value chains. These competency gaps are primarily caused by non-merit job rotation practices, the absence of technical tourism training for implementing staff, inadequate institutional support, and the rapid evolution of the tourism sector that surpasses the rate of competency development among ASN. Based on these findings, this study recommends the adoption of a Competency-Based Training (CBT) model that includes modules on destination management, digital tourism marketing, institutional governance, tourism human resource development, tourism industry understanding, and digital literacy using data and geographic applications. The proposed CBT model is designed based on actual job requirements and competency gap analysis to ensure measurable, sustainable improvement of ASN capabilities. Implementing CBT is essential to developing professional, adaptive public servants capable of meeting the increasingly complex demands of the tourism sector.
Job Demands and Service Performance in Hotel Front Office Operations: The Mediating Role of Employee Satisfaction Wanti Arum Wanti; Ananta Budhi Danurdara; Nor Ismawanto Choirudin; Rudy Parlindungan Siahaan
International Journal of Applied Business and International Management Vol 10, No 3 (2025): December 2025
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/ijabim.v10i3.4609

Abstract

Hotel front office employees operate in high-contact service environments where workload, time pressure, and continuous guest interaction generate substantial job demands, making service performance a critical operational concern. This study examines the effect of job demands on service performance, with employee satisfaction as a mediating variable. Drawing on the Job Demands–Resources (JD-R) perspective, a quantitative survey was conducted among 200 front office employees in star-rated hotels in Indonesia. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) to assess direct and indirect relationships among the constructs. The results show that job demands have a significant negative effect on both employee satisfaction and service performance. In addition, employee satisfaction partially mediates the relationship between job demands and service performance. These findings indicate that service performance is shaped not only by operational pressures but also by employees’ attitudinal responses to demanding work conditions. This study contributes by contextualizing job demands within front office operations and clarifying the mechanism through which operational pressure is translated into service outcomes. Practically, the findings highlight the importance of managing workload and sustaining employee satisfaction.
Revenue Management Capability and Front Office Financial Control in Optimizing Rooms Division Financial Performance: The Role of Digital Reservation Integration in Indonesian Hotels Nor Ismawanto Choirudin; Ananta Budhi Danurdara; Wanti Arum Wanti; Rudy Parlindungan Siahaan
International Journal of Accounting and Finance in Asia Pasific (IJAFAP) Vol 9, No 1 (2026): February 2026
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/ijafap.v9i1.4626

Abstract

This study examines the effects of revenue management capability and front office financial control on rooms division financial performance in Indonesian hotels, with digital reservation integration positioned as both a direct predictor and moderating variable. A quantitative approach was employed using a cross-sectional survey involving 250 hotel operational personnel from Indonesian hotels implementing digital reservation systems and property management systems (PMS). Data were analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS). The results show that revenue management capability positively affects rooms division financial performance (? = 0.318; p 0.001), followed by front office financial control (? = 0.284; p 0.001) and digital reservation integration (? = 0.301; p 0.001). The findings further reveal that digital reservation integration significantly strengthens the relationships between revenue management capability and rooms division financial performance (? = 0.167; p 0.001) and between front office financial control and rooms division financial performance (? = 0.153; p = 0.001). The model explains 71.4% of the variance in rooms division financial performance (R² = 0.714). The findings confirm that hotel financial performance increasingly depends on the integration between pricing capability, operational financial control, and digitally integrated reservation systems.
Digital Experience, Attendee Engagement, and Event Loyalty in Indonesian Tourism Events Dendy Sundayana; Ananta Budhi Danurdara; Rudy Parlindungan Siahaan
International Journal of Applied Business and International Management Vol 10, No 3 (2025): December 2025
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/ijabim.v10i3.4617

Abstract

Tourism events in Indonesia are increasingly shaped by digital platforms, online promotion, mobile information access, and social media interaction. This transformation is reinforced by the expansion of event-based tourism initiatives, including Karisma Event Nusantara and the development of Event by Indonesia as a national digital event platform. Despite this growth, limited empirical research explains how digital experience contributes to attendee engagement and event loyalty in tourism events. This study examines the relationships among digital experience, attendee engagement, perceived event value, attendee satisfaction, and event loyalty in Indonesian tourism events. A quantitative survey was conducted among tourism event attendees in Indonesia, and 268 valid responses were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4. The findings show that digital experience significantly influences attendee engagement, perceived event value, and attendee satisfaction. Attendee engagement also positively affects perceived event value and attendee satisfaction, while perceived event value and attendee satisfaction significantly influence event loyalty. The study further confirms a significant sequential indirect effect linking digital experience and event loyalty through engagement, perceived value, and satisfaction. These findings position digital experience as part of the attendee value formation process in tourism events
When Workload Meets Emotional Labor: Service Performance in Hotel Rooms Division ER Ummi Kalsum; Ananta Budhi Danurdara; Anwari Masatip
International Journal of Applied Business and International Management Vol 10, No 3 (2025): December 2025
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/ijabim.v10i3.4607

Abstract

Employees in hotel rooms division operate under high operational pressure while maintaining continuous interaction with guests, making workload and emotional labor critical determinants of service performance. This study examines how workload and emotional labor influence service performance through job satisfaction among front office and housekeeping employees in Indonesian hotels. Grounded in the Job Demands–Resources framework, a quantitative approach was employed using survey data from 238 employees, analyzed with Partial Least Squares Structural Equation Modeling (PLS-SEM). The results show that workload and emotional labor have negative and significant effects on both service performance and job satisfaction. Workload demonstrates a stronger effect compared to emotional labor, indicating that operational pressure functions as the primary constraint in rooms division work. Job satisfaction has a positive and significant effect on service performance and represents the strongest predictor in the model. Furthermore, job satisfaction partially mediates the relationships between job demands and service performance, indicating that performance is shaped by both direct operational constraints and employees’ psychological responses. These findings highlight the importance of integrating operational and emotional demands in managing service performance in hotel rooms division
Co-Authors Afriza, Lia Agustian, Adinda Ammarn Sodawan Anjani Anjani, Anjani Anwari Masatip Aries Riswandi Atang Sabur Safari Binti Hassan, Hafizah Choirudin, Nor Ismawanto Dendy Sundayana Dian Indriana Hapsari Digma Khariza Rifanggi Dwi Apriyanti Kumalasari Dwi Apriyanti Kumalasari ER Ummi Kalsum ER. UMMI KALSUM Fitriana, Zahara Rahmawati Fitrianty, Rattikah Hafizah Binti Hassan Haryadi Darmawan Hidayat, Moh. Fadhlurrahman I Gusti Agung Gede Witarsana Imang Dapit Pamungkas Iyad Abdallah Al- Shreifeen Iyad Abdallah Al- Shreifeen Joseph Aldo Irawan Karsuki, Lucky Khotimah, Novi Lia Fitria Anugrah Liviandry Dwi Handayani Lucky Karsuki Moh. Fadhlurrahman Hidayat Mohammad Hiqmah Ameirindo Mutiara, Yayang Anggrenesia Nenden Hendayani Nenden Hendayani Nisrina Andranaswari Paramitha Novi Khotimah Rahma Helal Al_ Jbour Rahma Helal Al_ Jbour Rudy Parlindungan Siahaan Samsiah Sukmadi Sukmadi Sukmadi Sukmadi Supriyani Supriyani Wanti Arumwanti Wanti, Wanti Arum Wisnu Bawa Tarunajaya Witarsana, I Gusti Agung Gede Yayang Anggrenesia Mutiara Zahara Rahmawati Fitriana Zeni Zainal Muis Zeni Zainal Muis