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All Journal ENDLESS : International Journal of Future Studies International Journal of Social and Education (INJOSEDU)
Asnawati
Universitas Mulawarman, Indonesia
Economics, Econometrics & Finance Environmental Science Industrial & Manufacturing Engineering Law, Crime, Criminology & Criminal Justice

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Digital Marketing Analysis in the Hospitality Industry: Big Data Optimization Vebry Haryati Lubis; Ofi Hidayat; Sony Tian Dhora; Asnawati; Rudy Effendi Listiyanto
ENDLESS: INTERNATIONAL JOURNAL OF FUTURE STUDIES Vol. 5 No. 3 (2022): ENDLESS : International Journal of Future Studies
Publisher : Global Writing Academica Researching & Publishing

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Abstract

This research analyzes digital marketing strategies in the tourism industry by optimizing Big Data. The methodology used is descriptive with a qualitative approach because the work is based on collecting existing information from other research work related to the problem of using digital marketing in the hospitality industry. Initially, the theoretical and conceptual basis of digital marketing, the tools it operates, and the concept of using Big data. Likewise, the changes generated by the hospitality industry, the new digital marketing strategies used by the hospitality industry with optimization of Big data, and how they affect their operations are analyzed. Finally, the benefits generated by the hospitality industry with the correct use of digital marketing strategies will be revealed, as it has been found that the results of using Big Data are profitable for business operations.
TRANSFORMATION OF TRADITIONAL TO DIGITAL MARKETING A LITERATURE STUDY ON THE IMPACT OF SOCIAL MEDIA ON CONSUMER PREFERENCES Saida Zainurossalamia ZA; Heni Rahayu Rahmawati; Asnawati
INJOSEDU: International Journal of Social and Education Vol. 2 No. 3 (2025): MARCH
Publisher : Adisam Publisher

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This research aims to explore the transformation of traditional marketing into digital marketing, with a particular focus on the impact of social media on consumer preferences. The method used is a literature study, where various relevant research and scientific articles are analyzed to understand the development and implications of this shift. Key findings show that social media has become a highly effective tool in shaping consumer preferences through social influence, personal interactions and specially curated content. Social media platforms allow companies to reach a wider audience at a lower cost, while offering higher engagement through two-way communication and immediate feedback. The impact of social media on consumer preferences has proven to be significant in building brand awareness, loyalty and purchasing decisions. Consumers are increasingly relying on reviews, recommendations, and user-generated content in their decision-making process. Implicit in these findings is the need for companies to develop digital marketing strategies that are adaptive and responsive to the dynamics of social media, including the use of data and analytics to understand consumer behavior in more depth. This research emphasizes the importance of social media integration within a digital marketing framework, as well as the potential challenges and opportunities this change presents for businesses in the digital era.
Co-Authors Heni Rahayu Rahmawati Ofi Hidayat Rudy Effendi Listiyanto Saida Zainurossalamia ZA Sony Tian Dhora Vebry Haryati Lubis