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All Journal SOSIOHUMANIORA: Jurnal Ilmiah Ilmu Sosial dan Humaniora JMM UNRAM (Jurnal Magister Manajemen Universitas Mataram) Journal of Institution And Sharia Finance Jurnal Pengabdian Masyarakat Bumi Raflesia REKA ELKOMIKA: Jurnal Pengabdian kepada Masyarakat Kreasi: Jurnal Inovasi dan Pengabdian Kepada Masyaraka Jurnal Manajemen dan Bisnis Jurnal Pepadu Bakti Sekawan : Jurnal Pengabdian Masyarakat West Science Business and Management Dedication : Jurnal Pengabdian Masyarakat Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah
Zefanya Andryan Girsang
Universitas Mataram, Indonesia
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences Other

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Digital Marketing Capability Across Industries: A Narrative Literature Review and Conceptual Synthesis of Six Core Dimensions Zefanya Andryan Girsang; Muhammad Mujahid Dakwah; Dinis Cahyaningrum; Zamroni Alpian Muhtarom
JMM UNRAM - MASTER OF MANAGEMENT JOURNAL Vol. 15 No. 1 (2026): JMM March 2026
Publisher : Faculty of Economics and Business University of Mataram

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29303/jmm.v15i1.877

Abstract

Digital Marketing Capability (DMC) has become an important strategic capability that enables organizations to leverage digital technologies to improve marketing performance and sustain competitive advantage. However, existing research remains fragmented due to inconsistent definitions, diverse measurement approaches, and varying industrial contexts. This study aims to synthesize the conceptual development of DMC, examine its operationalization, identify its core dimensions across industries, and propose future research directions. A narrative literature review was conducted by analyzing 13 peer-reviewed journal articles covering multiple industrial contexts, including small and medium-sized enterprises (SMEs), agriculture, hospitality and tourism, manufacturing, and industrial firms. Using thematic synthesis, the review compares conceptualizations, measurement approaches, and industrial applications of DMC. The findings show that DMC has evolved from a technology adoption perspective into a strategic organizational capability integrating digital technologies, customer engagement, platform management, data analytics, and stakeholder collaboration. The study proposes six core dimensions of DMC: Digital Market Sensing Capability, Digital Content and Communication Capability, Digital Customer Engagement Capability, Digital Platform Management Capability, Digital Data Analytics Capability, and Digital Business Stakeholder Engagement Capability. These findings provide an integrated conceptual framework that supports future empirical research and the development of standardized DMC measurement instruments across diverse industrial contexts.
Edukasi dan Pelepasan Penyu untuk Konservasi Ekosistem Pesisir Pantai Nipah Berkelanjutan Baiq Handayani Rinuastuti; Siti Nurmayanti; Mohammad Najib Roodhi; Abdurrahman; Tifani Dame Hasany; Isra Dewi Kuntari Ibrahim; Zefanya Andryan Girsang; Nurul Faradila
Kreasi: Jurnal Inovasi dan Pengabdian kepada Masyarakat Vol. 6 No. 1 (2026): April
Publisher : BALE LITERASI

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58218/kreasi.v6i1.3988

Abstract

The community-based conservation program at Nipah Beach, North Lombok, was implemented to address significant threats to sea turtles, including illegal hunting, habitat destruction, marine pollution, and poorly managed tourism. The program involved collaboration between universities, the Turtle Conservation Community (TCC) Nipah, and local stakeholders. Key activities included public education, hatchling release, beach clean-ups, and eco-tourism development, conducted systematically through preparation, implementation, and evaluation stages. The program successfully released 1,752 hatchlings, reduced marine plastic waste by 40%, and increased community awareness of conservation by 27%. Despite challenges such as limited public understanding (43%) and restricted tourism capacity, the program achieved notable ecological, social, and economic benefits. Future potential lies in developing educational tourism packages and innovative waste management strategies, demonstrating the importance of integrating conservation, education, and community empowerment for sustainable biodiversity protection.
PELATIHAN STRATEGI SOCIAL MEDIA ADVERTISING BAGI STUDENTPRENEUR: MENINGKATKAN VISIBILITAS DAN DAYA SAING DI ERA DIGITAL Mohammad Najib Roodhi; Muhammad Mujahid Dakwah; Zefanya Andryan Girsang; Abdurrahman Abdurrahman; Juan Kurnia
Jurnal Pengabdian Masyarakat Bumi Rafflesia Vol. 8 No. 3 (2025): DESEMBER: Jurnal Pengabdian Kepada Masyarakat Bumi Raflesia
Publisher : Universitas Muhammadiyah Bengkulu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36085/bumir.v8i3.9102

Abstract

Program pengabdian kepada masyarakat ini dilaksanakan di Taman Wisata Alam (TWA) Kerandangan, Lombok Barat, dengan tujuan meningkatkan kapasitas pemandu wisata dalam pengelolaan dan promosi potensi birdwatching berbasis kearifan lokal. Permasalahan utama yang dihadapi masyarakat adalah rendahnya keterampilan teknis pemandu, terbatasnya inovasi dalam pengemasan atraksi wisata berbasis budaya, serta lemahnya strategi promosi digital. Untuk menjawab permasalahan tersebut, kegiatan dilakukan dengan pendekatan partisipatif melalui tahapan observasi awal, sosialisasi dan focus group discussion (FGD), pelatihan dan pendampingan, praktik lapangan berupa simulasi pengelolaan wisata, serta monitoring dan evaluasi. Hasil kegiatan menunjukkan adanya peningkatan signifikan pada keterampilan teknis pemandu dalam penggunaan binokular dan identifikasi burung, peningkatan kesadaran konservasi melalui edukasi penggunaan mist net, serta penguatan strategi promosi berbasis digital. Selain itu, diskusi kelompok menghasilkan rekomendasi strategis berupa penyusunan panduan interpretasi burung, penguatan jejaring promosi, dan pendampingan berkelanjutan. Temuan ini menegaskan bahwa pendekatan partisipatif yang dipadukan dengan praktik lapangan efektif dalam memperkuat kapasitas pemandu wisata sekaligus memperkuat citra TWA Kerandangan sebagai destinasi birdwatching berkelanjutan. Dengan demikian, kegiatan pengabdian ini tidak hanya meningkatkan kompetensi teknis dan kesadaran konservasi masyarakat, tetapi juga memberikan kontribusi nyata terhadap pengembangan ekowisata berbasis komunitas yang berdaya saing dan berorientasi pada keberlanjutan.
Human Resources as Social Assets in Sustainable Tourism: Evaluating Impacts through Social Return on Investment (SROI) Dinis Cahyaningrum; Tifani Dame Hasany; Zefanya Andryan Girsang; Dhanny Safitri; Khairul Mujahidi
West Science Business and Management Vol. 3 No. 04 (2025): West Science Business and Management
Publisher : Westscience Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/wsbm.v3i04.2283

Abstract

Tourism is widely recognized as a significant driver of economic growth and employment; however, the role of human resources is often narrowly framed in economic terms, with limited recognition of their broader social contributions. This study explores human resources as social assets in sustainable tourism by integrating the concepts of social capital, community-based tourism (CBT), and the Social Return on Investment (SROI) framework. Using a descriptive qualitative approach through a structured literature review, the study examines how education, training, and community participation function as strategic mechanisms to strengthen local capacities and generate multidimensional value for tourism destinations. The analysis highlights how human resource development enhances not only technical competencies and service quality but also social cohesion, trust, and collective action within host communities. Findings indicate that investment in human resources contributes not only to improved service quality and economic gains but also to stronger community cohesion, cultural preservation, empowerment of local actors, and inclusive development processes. The application of the SROI framework provides a systematic way to capture and measure these broader social, cultural, and economic impacts that are often overlooked in conventional tourism evaluations. This study emphasizes that people-centered investment strategies are fundamental to achieving long-term sustainability in tourism development. The study concludes that human resources must be positioned as catalysts for both social and economic value creation, with important implications for tourism policy, destination governance, and community-based development practices.
Co-Authors Abdurahman Abdurrahman Abdurrahman Abdurrahman Abdurrahman Ahmad Rizki Rizaldi Moerad Anwar, Adrianda Apriadi, Apriadi Aulia Safira Baehaqi Baehaqi Baiq Handayani Rinuastuti Baiq Handayani Rinuastuti Baiq Handayani Rinuastuti, Baiq Handayani Busman, Sherwin Ary Denik Tirtaningrum, I Dewa Ayu Dewi Kuntary Ibrahim, Isra Dhanny Safitri Dhanny Safitri Dinis Cahyaningrum Dinis Cahyaningrum Dione Darmansyah Putra Alief Herman, Lalu Edy Hibatullah Falih Musyaffa I Nyoman Switrayana I Wayan Bratayasa Ibrahim, Isra Dewi Kuntary Isra Dewi Kuntari Ibrahim Juan Kurnia Khairul Mujahidi Kurniadin Abd Latif Kusmayadi, Iwan Mohammad Najib Roodhi Muhammad Haris Nasri Muhammad Mujahid Dakwah Nurmayanti, Siti Nurul Faradila Sri Maryanti Suprayetno, Djoko Tifani Dame Hasany Tifani Dame Hasany Tifani Dame Hasany Yeldy Dwi Genadi Zamroni Alpian Muhtarom Zamroni Alpian Muhtarom