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Risky Ayu Kristanti
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Editorial Office - Journal of Digital Marketing Communication Jalan Asem Baris Raya No 116 Kebon Baru, Tebet, Jakarta Selatan Jakarta 12830, Indonesia
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INDONESIA
Journal of Digital Marketing and Communication
Published by Tecno Scientifica
ISSN : -     EISSN : 28091736     DOI : https://doi.org/10.53623/jdmc.v1i1
Core Subject : Economy, Humanities, Science, Education, Social,
Humanities Economics, Econometrics & Finance Languange, Linguistic, Communication & Media Library & Information Science Social Sciences
Journal of Digital Marketing and Communication (JDMC) is an international, peer-reviewed journal for conceptual, empirical, and short essays in the area of social media marketing, communication, digital economy, smart tourism, smart cities, e-business, transmedia storytelling, and other closely related disciplines. The goal of the journal is to promote research along with education and training in the disciplines of communication and marketing. JDMC seeks academically rigorous papers that will appeal to scholars and will also have direct relevance to practitioners in communication and marketing. Except explicitly indicated otherwise, articles in this journal have gone through rigorous peer review, including screening by the editor and review by at least two anonymous referees. Scope : Social media marketing Communication Digital economy Smart tourism Smart cities e-Business Transmedia storytelling
Arjuna Subject : Bisnis, Menejemen, dan Akutansi (semua kategori) - Pemasaran
Articles 42 Documents
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Digital Behavior Analysis and Decoding Marketing Merits of Top Indian Institutes Agrawal, Mitalee
Journal of Digital Marketing and Communication Volume 4 - Issue 1 - 2024
Publisher : Tecno Scientifica Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53623/jdmc.v4i1.416

Abstract

The impact of social media on higher education institutions is extensive, making it a crucial focus for studying the role of social media marketing in education. In India, the National Institutional Ranking Framework (NIRF) plays a pivotal role in assessing the position of higher education institutes, categorized as public/private and technical/non-technical. NIRF 2022 ranked 1,350 institutes, considering parameters such as academics, research, innovation, financials, graduate outcomes, inclusivity, and perception. While perception holds a 10% weight, it significantly influences other primary parameters. Post-COVID and thanks to rapid digitalization, there has been a significant surge in social media usage by the youth of the country. Consequently, social media has emerged as a prime source of communication for educational institutes as well. This study focuses on analyzing "Digital Marketing Strategies," referred to as "Digital Behaviour," by examining Twitter usage among the top 50 institutes in the NIRF 2022 overall category in India. It also suggests a reference model, FACHIO©, for digital marketing by higher education institutions, which can be followed by institutes abroad. The conclusion discusses how FACHIO© can play a pivotal role in the era of digital marketing in higher education. The basic idea can be utilized to make comparative analyses and develop suitable strategies for digital marketing in other sectors as well.  
The Influence of Media Exposure to the Final Presidential Debate Program in 2024 on Net TV Channel on the Attitudes of Voters in Jakarta Putri, Amanda Kanary; Kinkin Yuliaty Subarsa Putri; Vera Wijayanti Sutjipto
Journal of Digital Marketing and Communication Volume 4 - Issue 1 - 2024
Publisher : Tecno Scientifica Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53623/jdmc.v4i1.421

Abstract

During elections, television is considered an important mass media platform for political campaigning by political parties. In general elections, it's undeniable that many political parties utilize mass media to influence the public. The lack of political awareness and education among first-time voters is feared to be a cause of declining political participation in the 2024 elections. Through the broadcast of presidential debates, prospective voters can learn about the vision, mission, and programs of presidential candidates. Over time, perceptions, both positive and negative, are formed. How candidate pairs convey messages and create impressions during debates is also observed. This research employs a quantitative approach using the survey method. The population consists of voters in Jakarta, with a sample size of 100 respondents determined using the Slovin formula. The study reveals a significant influence of media exposure from the final presidential debate program in 2024 on NET TV on the attitudes of voters in Jakarta, as confirmed by validity, reliability, and simple linear regression tests.
The Study of Uses and Gratification Theory of TikTok as A Shopping Platform Seen from Buyers’ View Mutiara, Praventyasari; Putri, Kinkin Yuliaty Subarsa
Journal of Digital Marketing and Communication Volume 4 - Issue 1 - 2024
Publisher : Tecno Scientifica Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53623/jdmc.v4i1.429

Abstract

Shopping is one of the economic activities enjoyed by most people. Interest in new items is always a long-anticipated part of shopping. The growth of global industry and the disappearance of national borders have made a lot of information about shopping centers available, particularly through an online shopping application called TikTok Shop. As a new application, TikTok Shop has attracted the attention of its users, resulting in many requests being made through TikTok Shop. Using a qualitative approach, researchers describe people's habits by interviewing them about their use of TikTok Shop and what aspects satisfy them when shopping on TikTok Shop. By employing qualitative methodology and interviews, the researchers aim to understand why people use TikTok Shop nowadays. The results show that TikTok Shop is considered to meet users' wants and needs, providing satisfaction through discounts, live shows, and other minor features described in this article. The conclusion is that shoppers are likely to increasingly turn to TikTok Shop over the next few years, making it a favorite shopping tool.
Musyawarah Program: Analyzing Narasi TV’s Agenda Setting Strategy for the 2024 Presidential and Vice Presidential Election Issue Fazli, Luthfi; Putri, Kinkin Yuliaty Subarsa
Journal of Digital Marketing and Communication Volume 4 - Issue 1 - 2024
Publisher : Tecno Scientifica Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53623/jdmc.v4i1.434

Abstract

Indonesia was carrying out the General Election Agenda for the President and Vice President, which was held every five years. 2024 is an election year in which the Indonesian people will choose their leader. Consequently, election coverage dominated program content and news from the mass media, particularly television. Narasi TV had also reported on these electoral issues by airing the Musyawarah show, a special program about the 2024 presidential election. Based on this, the study's goals were to evaluate the role of Narasi TV’s creative team in shaping the media agenda for the 2024 presidential election and to determine what Narasi TV and the creative team anticipate from the public through the Musyawarah program. The research method used in this article was a qualitative research method, specifically the descriptive-qualitative method, focusing on data from literature reviews from various references to analyze how the Narasi TV creative team applies Agenda Setting theory to the issue of the 2024 presidential election through the Musyawarah program. The results showed that Narasi TV’s media agenda on the issue of the 2024 presidential election includes the existence of a special program on the topic, namely the Musyawarah program. Additionally, the creative team’s media agenda for the Musyawarah program includes efforts to raise issues around the 2024 presidential election that are frequently disregarded or neglected by other mass media, despite their significance.
Guest Insight Regarding Service Quality in Hotels: An Empirical Study from Bangladesh Bhowmik, Debasree; Hasan, Shahariar; Nafi, Shohel Md.
Journal of Digital Marketing and Communication Volume 4 - Issue 1 - 2024
Publisher : Tecno Scientifica Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53623/jdmc.v4i1.454

Abstract

The tourism industry is one of the major service sectors expanding rapidly. Hotels play a prime role in delivering service to guests and creating satisfaction. This study aims to measure the guest insight regarding the service quality of star-ranking hotels in Bangladesh. Thus, a quantitative approach was used to conduct the study, and a well-structured, close-ended questionnaire was developed. This study used a five-point Likert scale for collecting data. Statistical tool SPSS 24 was used for data analysis. The analysis of guest insight towards the service quality of star-ranking hotels in Bangladesh shows a positive picture. Key areas such as service quality, food quality, location, and modern facilities receive high satisfaction scores, indicating the hotel's strengths. Safety and security measures are also well-regarded, although in-room security features need enhancement. Employee behavior shows a favorable view, particularly in complaint resolution, though overall service and interaction could improve. Green environment practices are recognized but have growth opportunities, especially in promoting energy-saving initiatives. This study will help to reshape the hotel services in Bangladesh and give direction for more extensive research to identify the segmentation-based hotel service. 
Digital Marketing and Consumer Nutritional Behavior Kömürcü, Aysu; Özdil, Dilara; Botsali, Ahmet Reha; Önay Derin, Didem
Journal of Digital Marketing and Communication Volume 4 - Issue 2 - 2024
Publisher : Tecno Scientifica Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53623/jdmc.v4i2.484

Abstract

Digital marketing involves promoting and selling products and services online and it is becoming extremely critical for retailers to gain new customers. Digital marketing uses online platforms, e-mail communications and messaging services, advertisements, and multi-modal online techniques. Digital marketing techniques can be used in parallel with machine learning and artificial intelligence to provide more effective results in analyzing customer behavior. Artificial intelligence (AI) has become an important and popular tool in the 21st century, affecting almost every sector, including engineering, science, medicine, business, finance, and marketing. However, AI’s dominance in every field of life, especially in digital marketing, may cause some ethical concerns related to consumers. In addition to these moral concerns, digital marketing creates doubts about its negative impact on human health.   For this reason, understanding consumer behavior and providing products according to consumer needs has become indispensable for companies today. Digital marketing is everywhere in our daily lives and is also frequently used in the food industry. Through digital marketing, food industries promote the consumption of foods that are particularly high in energy and poor in nutrients. Consequently, individuals exposed to digital marketing in the food industry may be prone to obesity-related problems. This study analyzes the relationship between digital marketing, AI, and consumer behavior specifically on eating habits along with references from the literature.
Mental Health and Psychological Wellbeing of Employees to Manage Post COVID-19 Crisis: Insights from Hospitality Industry Bhuiyan, Kamrul Hasan; Kowser, Ali Mohammad; Santus Kumar Deb
Journal of Digital Marketing and Communication Volume 4 - Issue 2 - 2024
Publisher : Tecno Scientifica Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53623/jdmc.v4i2.494

Abstract

COVID-19 pandemic has driven the world towards socio-economic emergency and psychological distress. This unprecedented but far-reaching consequence has devastated the service sector, particularly the hospitality industry. The purpose of this study was to explore the impact of managing mental health as well as psychological wellbeing of the employees in the hospitality industry to manage the crisis of  post COVID-19 in terms of depression, anxiety and stress. This study used quantitative research methods and data were collected from a sample of 253 employees of hospitality industry using a purposing sampling technique. More emphasize were given to Dhaka, Chattagram and Sylhet divisions due to proximity of hospitality properties. The cross-sectional survey form was designed to measure the mental health and psychological wellbeing of employees in the hospitality industry whereas DASS-21 (Depression, Anxiety and Stress Scale) was used as screening instrument. The multinomial logistic regression was used to test the relationship among the variables. The results of the study show that 52% of the respondents are suffering from moderate to severe level of depression, 66% of the respondents are suffering from moderate to extremely severe level of anxiety but almost 90% of the respondents are not stressed or have mild stress symptoms. In addition, likelihood test results of DASS-21 shows that pandemic had a significant negative impact on initiative to work, panic, and agitated for the employees of hospitality industry, which still have a dominance. The findings of this study will assist the researchers, top management; and government to understand mental health and psychology of employees.
Influence of Advertising on Platform YouTube on Interest in Buying Netflix Services Products Aryadi, Muhammad Alfian; Safitri, Dini; Putri , Kinkin Yuliaty Subarsa
Journal of Digital Marketing and Communication Volume 4 - Issue 2 - 2024
Publisher : Tecno Scientifica Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53623/jdmc.v4i2.506

Abstract

The development towards digital has made many changes that have occurred in various aspects of human life. In this era, many social media applications have sprung up which are certainly a means of entertainment for some people. With the increasing frequency of access to social media, several product or service companies advertise their products or services on social media, one of which is Netflix. One of the social media that they use to advertise their services is Youtube. This is becausee YouTube has become one of the most frequently accessed social media by people. This study uses a quantitative method with a correlational approach. The population contained in this study were 82 students of the Communication Science study program, Universitas Negeri Jakarta, 2019. Sampling in the study using probability sampling method by means of simple random sampling. The number of sample taken was 68 respondents based on calculations using the Slovin formula. From this study, the results obtained are that there iss an influence between ads on Youtube platform on students buying interest. This is evidenced by calculations using t count and t table and significance analysis. In addition, Netflix advertisements on Youtube have a direct relationship with the variable Y with a constant value of 4.228. Therefore, it can be ignored that Ads on Youtube Platform have an influence on the interest in buying Netflix service products.
The Effect of Starbucks Reward Marketing Communications on Instagram @starbucksindonesia on Followers Buying Interest Farhan, Muhammad Yoga; Nugrahaeni, Elisabeth; Putri, Kinkin Yuliaty Subarsa
Journal of Digital Marketing and Communication Volume 4 - Issue 2 - 2024
Publisher : Tecno Scientifica Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53623/jdmc.v4i2.508

Abstract

The development of technology has significantly influenced various aspects of life, particularly in communication and business, which are closely interconnected. In marketing, effective communication plays a crucial role, a concept known as marketing communication. In today's digital era, most activities are conducted online, making marketing communications increasingly reliant on online media. Marketing communication is a strategic activity aimed at creating awareness or knowledge about products and their attributes, informing consumers about product benefits, building a positive image, and fostering positive attitudes, preferences, and buying interest in the product. This research aims to examine the effect of Starbucks Reward marketing communications on Instagram @starbucksindonesia on followers' buying interest. A quantitative research approach with a survey method was employed. The population for this study consisted of followers of the Instagram account @starbucksindonesia, with a sample size of 100 participants. The research findings indicate that the calculated t-value was 9.091, which is greater than the critical t-value of 1.995 (9.091 > 1.995). The significance value was 0.000, which is less than the threshold of 0.05 (0.000 < 0.05). These results demonstrate a significant influence of the independent variable X (Marketing Communications) on the dependent variable Y (Buying Interest).
The Effect of Uploads on Folkative on the Fulfillment of Information for Z Generation Darmawan, Nelfina; Safitri, Dini; Putri, K.Y.S.; Sary, Marisa Puspita; Putri, Maulina Larasati; Sutjipto, Vera Wijayanti
Journal of Digital Marketing and Communication Volume 4 - Issue 2 - 2024
Publisher : Tecno Scientifica Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53623/jdmc.v4i2.509

Abstract

A rapid development, especially in the technology industry, led to a big impact on media development. A lot of media companies switched from conventional media to digital media because of fear of being eroded and disability to adapt with the digital advances. not only that, there were also a lot of new online media appearance based on social media, one of which is Folkative. We cannot deny that social media is a new platform which is loved by lots of people, especially Z generation, so the appearance of new online media such as Folkative created a uniqueness of it. Folkative itself is a new online media platform based on Instagram which focused on news, art, culture, and local products, Folkative was called as new media since it was established on 2018. This research aims to determine the effect of uploads on Folkative on the fulfillment of information for Z generation. This research is quantitative research which defines phenomenon with numbers. This research also focused on communication major student at Universitas Negeri Jakarta especially on class of 2020 as the population. This research tests the validity and reliability of data, simple linear regression test to check the effect, and hypothesis test using IBM SPSS (Statistical Product and Service Solutions) version 25. Based on the results of this research, it was determined that there was a positive impact of 15,6%, so it was concluded that there was an effect of uploads on Folkative on the fulfillment of information for Z generation.

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