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All Journal JURNAL BISNIS STRATEGI JURNAL SAINS PEMASARAN INDONESIA Jurnal Studi Manajemen Organisasi Diponegoro Journal of Management JDM (Jurnal Dinamika Manajemen) Journal of Economics, Business, & Accountancy Ventura The International Journal of Business Review (The Jobs Review) BISMA (Bisnis dan Manajemen) MDP Student Conference Research Horizon Society
Augusty Tae Ferdinand
Departemen Manajemen Fakultas Ekonomika Dan Bisnis Universitas Diponegoro
Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences

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Journal : Research Horizon

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The Effect of Green Social Media Marketing on Purchase Decision: A Systematic Literature Review Handoko, Wisnu; Roziki, Abda Ali; Ferdinand, Augusty Tae
Research Horizon Vol. 4 No. 4 (2024): Research Horizon - August 2024 (Thematic Issue)
Publisher : LifeSciFi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54518/rh.4.4.2024.346

Abstract

The past few decades have witnessed a dramatic rise in consumer interest for environmental protection, pushing companies to adopt more sustainable practices. This shift is reflected in the explosion of green marketing, particularly on social media platforms. Social media serves as an important communication channel for today's environmentally conscious and socially active consumers, making it a prime target for companies promoting eco-friendly products and initiatives. While prior research has explored green marketing in general, the specific influence of green marketing on social media and its impact on consumer purchase decisions remain relatively under-investigated. This systematic literature review, conducted using PRISMA guidelines, analyses relevant academic journals published between 2019 and 2024. It examines how companies leverage social media using green marketing, and how these efforts influence consumer’s purchase decision journey. This in-depth analysis provided a descriptive breakdown of the included articles, categorizing them by author, publication year, journal, citations, and other relevant information. This systematic review offers valuable insights into current trends within the realm of green social media marketing. It not only highlights established research directions but also pinpoints areas where further investigation is crucial. This comprehensive literature review outlines current trends on the topic, identifies gaps in existing research, and proposes directions for future studies.
The Importance of Digital Marketing Implementation for MSMEs in Indonesia: A Systematic Literature Review Sunggara, Alvianno Difta; Nurhaliza, Putri; Ferdinand, Augusty Tae; Dirgantara, I Made Bayu
Research Horizon Vol. 4 No. 6 (2024): Research Horizon - December 2024 (Thematic Issue)
Publisher : LifeSciFi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54518/rh.4.6.2024.428

Abstract

Micro, Small, and Medium Enterprises (MSMEs) in Indonesia play a crucial role in supporting the national economy, contributing significantly to employment and the gross domestic product. However, many MSMEs have yet to fully leverage digital marketing due to limited digital literacy, restricted access to technology, and uneven infrastructure, particularly in remote areas. With the increasing use of the internet and social media in Indonesia, digital marketing strategies present a promising opportunity for MSMEs to expand their market reach, enhance customer engagement, and strengthen competitiveness. Through a systematic literature review, this study evaluates the implementation of digital marketing by MSMEs, including the use of social media and e-commerce platforms to increase brand visibility and foster more personal interactions with consumers. The analysis reveals that digital marketing enables MSMEs to enhance customer loyalty and reach wider markets at relatively low costs. Nevertheless, limitations in technological capability and low digital literacy remain significant barriers. This study highlights the importance of government support in the form of digital literacy training and equitable technology access to enable MSMEs to optimize their digital marketing strategies. Such support is essential to accelerate MSME digital transformation and improve their business sustainability in the competitive digital marketplace.
The Effect of Social Media Marketing on Intention to Visit Through Local Wisdom Widiantoro, Angger Bondan; Ardiansyah, Reza Eka; Ferdinand, Augusty Tae
Research Horizon Vol. 4 No. 6 (2024): Research Horizon - December 2024 (Thematic Issue)
Publisher : LifeSciFi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54518/rh.4.6.2024.429

Abstract

This study explores the interplay between Social Media Marketing (SMM) strategies and tourists’ intention to visit, mediated by local wisdom, within the framework of Community-Based Tourism (CBT) in Magelang, Indonesia. Employing a quantitative approach, this research gathers data from 100 respondents selected through purposive sampling, targeting active social media users interested in visiting Magelang. The findings reveal that SMM significantly enhances tourists' intention to visit both directly and indirectly via the perception of local wisdom. Local wisdom emerges as a pivotal mediator, fostering cultural authenticity and strengthening emotional bonds with the destination. This underscores its dual role as a cultural preservation tool and a strategic enhancer of destination appeal. The study provides novel insights into the integration of traditional cultural elements into contemporary digital marketing practices. By merging modern technological platforms with rich cultural narratives, this research advances the discourse on sustainable tourism marketing, particularly in underrepresented regions. Implications for policy makers, tourism marketers, and community stakeholders are discussed, highlighting the potential of CBT to foster economic growth, cultural sustainability, and community empowerment.
The Influence of Social Media Content on Domestic Visit Intention at Candi Gedongsongo Mutamakkinah, Haniatul; Badi’ah, Latifata Nuril; Ferdinand, Augusty Tae
Research Horizon Vol. 5 No. 3 (2025): Research Horizon - June 2025
Publisher : LifeSciFi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54518/rh.5.3.2025.602

Abstract

This study aims to analyze the impact of social media content on the visit intention of domestic tourists to Gedongsongo Temple, with online reviews and social visibility acting as mediators. Based on Self-Congruence Theory, the research explores how the alignment between social media content and tourists' self-image can enhance personal engagement, ultimately driving visit intention. Using a quantitative approach with a survey, the study involves 113 respondents who have either visited or seen content about Gedongsongo Temple on social media, analyzed using Structural Equation Modeling (SEM-PLS). The findings indicate that appealing and authentic social media content increases online reviews that align with consumers' self-image, consequently boosting visit intention. Moreover, credible and informative online reviews about the destination also enhance social visibility and encourage more tourists to visit. Online reviews serve as a mediator that strengthens the relationship between social media content and visit intention. The social visibility gained through online reviews and interactions on social media amplifies the effect of social media content on tourists' intention to visit Gedongsongo Temple. These findings provide insights for destination managers to leverage authentic content and collaborations with influencers on social media to enhance destination appeal and attract tourists, supporting the sustainability of local tourism economies.
Co-Authors Abda Abda Adi, Rifqi Nugroho Adriana Lantika Putri, Adriana Lantika Alala, Legazea Syifa Amie Kusumawardhani, Amie Andhika, Sielvi Andre Akbar Wiguna Anggraeni, Lolita Desy Ardiansyah, Reza Eka Arif, Abdul Rahman Arma, Aulia Badi’ah, Latifata Nuril Citra Ajeng Isywari, Citra Ajeng Enggar Wiem S.P, Enggar Farida Indriani Fitra Aprilindo Sase Ganjar Ndaru Ikhtiagung Gilang Puspita Rini Gilar Rosandini Hanani, Zati Handayani, Milda Handoko, Wisnu Harry Soesanto Hersugondo Hersugondo I Made Bayu Dirgantara I Made Sukresna Idris Idris Irene Rini Demi Pangestuti Irfan Wildzan Muafa Istighfariani, Nadya Kardison Lumban Batu Kinasih, Raras Sekar Kiswuryanto, Reza Pradipta Kusuma Siregar, Rizqy Dwi Laksmana Pratama Putra, Laksmana Pratama Laylani Lenggogeni, Laylani Lydia Apriliani, Lydia Mahendra, Ahmad Bima Mailiza Damayanti, Mailiza Maria Augustine Graciafernandy Masfufah Hanik Akbar, Masfufah Hanik Mutamakkinah, Haniatul Nita Meiliani, Nita Nurhaliza, Putri Putri, Yuni Maxi Reven, Daniel Reza Ahmad Naufal, Reza Ahmad Roziki, Abda Ali Salsabila, Cika Tania Samudro, Naval Sari, Tria Mei Dian Selestio, Robby Setiawan, Marcellina Silvani Setiawan, Romi Shafira, Anastania Situmorang, Yohanes Lorens Sugiono Sugiono Sunggara, Alvianno Difta Susilo Toto Raharjo Syuhada Sufian Trisnawati, Debora Utami, Nadya Damayanty Veka Nanda Homer Widiantoro, Angger Bondan Yulianto, Yana Zakaria, Shandy Ibnu