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p-Index From 2021 - 2026
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This Author published in this journals
All Journal International Journal of Business and Quality Research International Journal of Economics, Business and Innovation Research
Sumadi Sumadi
Islamic University of Indonesia
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Strategies To Build Competitive Advantage Through Digital Marketing Communication Axel Ramon Pattisina; Sumadi Sumadi
International Journal of Economics, Business and Innovation Research Vol. 2 No. 05 (2023): September, International Journal of Economics, Business and Innovation Researc
Publisher : Cita konsultindo

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Abstract

Technological developments have changed the business landscape in various sectors, including the hospitality industry. Hotel companies are now increasingly relying on digital marketing strategies to achieve a competitive advantage in an increasingly competitive market. Puri Asri Hotel Magelang is a company engaged in the provision of services and accommodation. This research aims to explore how the implementation of digital marketing by the marketing department of Puri Asri hotel can help generate competitive advantage, focusing on the communication aspect through digital marketing communication. The research conducted by the author uses a qualitative approach and observation method where the author conducts an internship at the company. By using SWOT analysis (Strength, Weakness, Opportunity, and Threat). The results showed that the use of digital marketing in the hospitality industry has provided a significant competitive advantage. Through digital platforms such as social media, websites, and email campaigns, hotel companies can increase their reach to potential guests, strengthen brand image, and increase interaction with customers. Appropriate and targeted communication through digital channels has also helped hotel companies to be more responsive to customer feedback, allowing for quick adjustments to changing market needs. Keywords: Marketing Strategy, Digital Marketing, Digital Marketing Communication, Competitive Advantage.
The Influence of Halal Label and Brand Image on the Purchase Decision of Wardah Cosmetics with Religiosity as a Moderating Variable Naufal Hanif Utama Putera; Sumadi Sumadi
International Journal of Business and Quality Research Vol. 1 No. 04 (2023): October - December, International Journal of Business and Quality Research (IJ
Publisher : Citakonsultindo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63922/ijbqr.v1i04.540

Abstract

The purpose of this study was to analyze the effect of the halal label and brand image on the decision to purchase Wardah cosmetics with religiosity as the variable that moderates the relationship. The analysis used is the Smart PLS application program version 3.0. This research was conducted in Yogyakarta. This research is a causality study with independent variables which include Halal Label and Brand Image and the dependent variable includes purchasing decisions. The population used is all consumers who have used or are currently using Wardah cosmetic products in the city of Yogyakarta. The sampling technique used nonprobability sampling, namely purposive sampling. The number of samples used was 250 respondents and analyzed using the SEM approach. The results of the data analysis show that the halal label has a positive and significant effect on purchasing decisions. Brand image has a positive and significant effect on purchasing decisions. Religiosity has a positive and significant effect on purchasing decisions. Religiosity influences brand image on purchasing decisions positively and significantly. Key words: Halal Label, Brand Image, Religiosity, Purchase Decision.
Co-Authors Axel Ramon Pattisina Naufal Hanif Utama Putera