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All Journal Jurnal Akuntansi, Ekonomi dan Manajemen Bisnis Jurnal Pengabdian Kepada Masyarakat Indonesia
Christina Ayu Maha Dewi
Universitas Pendidikan Nasional
Agriculture, Biological Sciences & Forestry Humanities Computer Science & IT Economics, Econometrics & Finance Education Engineering Public Health Social Sciences

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Digital Orientation and Sustainable Business Performance : The Mediating Role of Digital Marketing Strategy Ni Made Intan Kusumasari; Putu Ayu Trisna Febrianty; Dhea Fitrisia; Christina Ayu Maha Dewi
Jurnal Akuntansi, Ekonomi dan Manajemen Bisnis Vol. 5 No. 1 (2025): Maret : Jurnal Akuntansi, Ekonomi dan Manajemen Bisnis
Publisher : Pusat Riset dan Inovasi Nasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jaemb.v5i1.6584

Abstract

Digitalization of marketing is a strategy that can be implemented by wood crafts MSMEs to increase competitiveness and business entry in the current era. This study aims to examine and explain the role of digital marketing strategies in mediating the influence of digital orientation on sustainable business performance. The population of this study is wood crafts MSME business actors in Bali who have adopted digital strategies in the last three years. The number of samples used was 90 wood crafts MSME actors in Bali using the purposive sampling method. The analysis technique used was Path Analysis using SEM PLS. The results of the study showed that digital orientation had an effect on business sustainability performance, digital orientation had an effect on digital marketing strategies, and digital marketing strategies also had an effect on business sustainability performance. Digital marketing strategies can partially mediate the effect of digital orientation on sustainable business performance. Therefore, wood crafts MSMEs in Bali need to pay attention to and increase the intensity of implementing digital marketing strategies to improve business sustainability performance.
Pengembangan Manajemen Homestay di Ubud Dengan Membangun Inovasi Digital Melalui Sistem Informasi Ni Made Intan Kusumasari; Putu Ayu Trisna Febrianty; Dhea Fitrisia; Christina Ayu Maha Dewi
Jurnal Pengabdian kepada Masyarakat Indonesia (JPKMI) Vol. 5 No. 2 (2025): Agustus: Jurnal Pengabdian Kepada Masyarakat Indonesia (JPKMI)
Publisher : Pusat Riset dan Inovasi Nasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jpkmi.v5i2.7230

Abstract

This community service project highlights the role and impact of homestay in Ubud’s tourism, with a specific focus on Gusti Homestay Ubud. The primary goal of this initiative is to develop an information system that strengthens the homestay’s presence and enhances the quality of services provided to guests. To achieve this, various research methods have been employed, including a SWOT analysis, online platform development, and the implementation of digital marketing strategies. The outcomes of this project include the launch of Google Business, an official website, and social media accounts designed to increase the visibility and accessibility of the homestay. These efforts are expected to attract more tourists, boost the income of the homestay owner, and offer guests a better and more satisfying stay experience. Consequently, this project not only strengthens the position of Gusti Homestay within the local tourism industry but also contributes to the economic growth of Ubud and enhances the appeal of the destination as an attractive tourist spot
Co-Authors Dhea Fitrisia Ni Made Intan Kusumasari Putu Ayu Trisna Febrianty