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All Journal Explore: Jurnal Sistem Informasi dan Telematika (Telekomunikasi, Multimedia dan Informatika) JURNAL TEKNOLOGI DAN OPEN SOURCE Journal on Education Technologia: Jurnal Ilmiah Prosiding National Conference for Community Service Project Community Engagement and Emergence Journal (CEEJ) Djtechno: Jurnal Teknologi Informasi Journal of Information System and Technology (JOINT) Conference on Management, Business, Innovation, Education and Social Sciences (CoMBInES) Vifada Management and Social Sciences
Eryc Eryc
Universitas Internasional Batam
Aerospace Engineering Arts Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Health Professions Physics Social Sciences Other

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The Implementation of Digital Marketing in Culinary SMEs in Batam Using the SOSTAC Framework Eryc Eryc; Sylvester Tan; Surya Tjahyadi
Explore: Jurnal Sistem Informasi dan Telematika (Telekomunikasi, Multimedia dan Informatika) Vol 16, No 2 (2025): Desember
Publisher : Universitas Bandar Lampung (UBL)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36448/jsit.v16i2.4598

Abstract

This study examines the implementation of the SOSTAC digital marketing framework and its influence on marketing performance among culinary SMEs in Batam. Using a quantitative explanatory approach, data were collected from 140 SME owners through structured questionnaires and analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM). The findings indicate that the SOSTAC framework has a strong and significant positive effect on marketing performance, demonstrating that structured planningfrom situation analysis to control enhances sales, customer engagement, market reach, and brand awareness. Unlike previous studies that only explore general digital marketing activities or single-channel strategies, this research provides a comprehensive empirical test of the full SOSTAC framework in the SME culinary sector, which has been largely underexplored.Additionally, this study uniquely examines how resource constraints moderate the SOSTAC performance relationship, offering new insights into how limited budgets, skills, and labor capacity shape the effectiveness of structured digital planning. Although resource constraints such as limited budgets, digital skills, and workforce capacity do not directly affect marketing performance, they significantly moderate the relationship between SOSTAC implementation and performance, weakening its positive impact. The model explains 53.2% of the variance in marketing performance, reflecting moderate explanatory power. The study highlights the importance of structured digital marketing planning while underscoring the need to manage resource limitations effectively to maximize outcomes. The findings offer practical direction for SMEs by highlighting the need to adopt structured digital planningsuch as setting measurable monthly objectives, choosing the most effective social media channels, and consistently monitoring key performance indicators to maximize the benefits of SOSTAC under limited resources
DIGITAL MARKETING AND INFORMATION SYSTEM IN CIRCULAR ECONOMY Eryc Eryc; avaleska avaleska
Technologia : Jurnal Ilmiah Vol 16 No 1 (2025): Technologia (Januari)
Publisher : Fakultas Teknologi Informasi, Universitas Islam Kalimantan Muhammad Arsyad Al Banjari, di bawah koordinasi UPT Publikasi dan Pengelolaan Jurnal

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31602/tji.v16i1.17536

Abstract

Dalam era ekonomi sirkular, strategi pemasaran digital memainkan peran penting dalam mendukung transisi menuju model bisnis berkelanjutan. Penelitian ini bertujuan untuk mengeksplorasi peran digital marketing dalam meningkatkan kesadaran konsumen terhadap prinsip-prinsip ekonomi sirkular serta mendorong adopsi produk dan layanan yang ramah lingkungan. Penelitian ini menggunakan pendekatan SLR, dengan analisis data kualitatif melalui wawancara mendalam dengan pelaku bisnis berbasis ekonomi sirkular, dan analisis kuantitatif menggunakan survei terhadap konsumen digital. Hasil penelitian menunjukkan bahwa platform digital seperti media sosial dan e-commerce memiliki potensi besar dalam mendukung ekonomi sirkular melalui edukasi konsumen, promosi produk berkelanjutan, dan penguatan komunitas yang peduli lingkungan. Strategi konten yang interaktif, transparansi informasi produk, serta penggunaan data untuk personalisasi kampanye pemasaran terbukti efektif dalam membangun kesadaran dan loyalitas konsumen terhadap ekonomi sirkular. Kesimpulan dari penelitian ini menegaskan bahwa digital marketing bukan hanya alat promosi, tetapi juga katalis untuk transformasi perilaku konsumen dan bisnis menuju keberlanjutan. Studi ini memberikan kontribusi teoretis dan praktis bagi pengembangan strategi pemasaran berbasis digital dalam mendukung agenda ekonomi sirkular.
Co-Authors Aini Iswanela Anbarwati Avaleska Avaleska Calvin Calvin Chris Chris Cindy Cindy Egan Anthony Elvin Whang Erwin Erwin Felicia Diana Rose Handra Dermawan Henry Henry Indasari Deu Jackson Jackson Jeffry Lim Jessy Jessy Junaidi Junaidi Muhammad Ardiansyah Ronald Agam Pratama Sebastian Sebastian Sylvester Tan Tjahyadi, Surya Vera Vera Vicco Leonardo Wenny Wenny William Nurdin Wijaya