Pengaruh Digital Marketingterhadap Organizational Performance Denganintellectualcapital Danperceived Quality Sebagai Variabel Intervening Pada Industri Hotel Bintang Empat Di Jawa Timur

Abstract

Pertumbuhan pariwisata di Indonesia terutama di kota besar seperti Surabaya mengalami pertumbuhan yang signifikan. Salah satunya yitu industri perhotelan. Dengan adanya teknologi yang berkembang pesat, media digital digunakan dalam segala aktivitas pemasaran di industri perhotelan ini dalam rangka meningkatkan performa organisasi dari perusahaan. Penelitian ini bertujuan untuk menganalisa Pengaruh Digital Marketing terhadap Organizational Performance dengan Intellectual Capital dan Perceived Quality sebagai Variable Intervening pada Industri Hotel Bintang Empat di Jawa Timur. Terdapat 120 responden karyawan hotel bintang empat di Jawa Timur yang menjadi sampel. Teknik analisa yang digunakan adalah teknik analisis kuantitatif dengan metode path analysis

Human Resource Role and Online Strategy

“…The results of the study indicate that the application of digital technology in the form of the use of social media has a positive impact on business performance. Similar research conducted by [13] [14], the result shows that the digital factor has effect on performance, in these studies [13] [14], the aim were to evaluate the impact of online marketing use on the tourism community on performance, as measured by the role of human resources. Therefore based on the purpose of our studies, the hypothesis is: Online marketing attributes (transaction/cost; incentive programs; site design; and interactivity) have a positive and significant influence on the roles of human resources (Role Set, Role Script, Role Congruence, Role Expansion, and Role Discrepancy).…”

“…The Indonesian Ministry of Tourism uses online marketing strategy as one of the promotional activities undertaken by the tourism community in order to increase the number of visits to Indonesia. The population of this study is members of the tourism community in Indonesia in 2019, which currently number 15,000 throughout Indonesia [15], based on the total population using the Slovin formula the sample used is approximately 100 people, from a number of questionnaires distributed by random selection, then obtained 110 respondents who can be used as samples in this study.The questions in the questionnaire are made to measure the variables studied, referring to the theory and or previous research regarding online marketing attributes and attributes on role theory for the role of human resource variables [2][3] [13] for online marketing consists of 4 attributes, namely: interactive, incentive programs, site design and cost. The interactive attribute measures how easily human resources communicate with and helps respond to tourist questions.…”

Penerapan Digital Marketing untuk Peningkatan Pemasaran UKM Heppi Kitchen Depok

“…Penggunaan media sosial untuk tujuan pemasaran digital mampu menjaga kesadaran pelanggan terhadap produk yang mereka jual/tawarkan (Aprilia, 2021), Sementara itu, penggunaan e-commerce (marketplace) sebagai sarana penjualan merupakan salah satu strategi bertahan dengan mengubah model penjualan. Digital marketing membantu para pebisnis atau UMKM dalam mempromosikan maupun memasarkan produk serta mampu memperluas pasar baru yang sebelumnya terbatas, karena keterbatasan waktu, jarak dan cara berkomunikasi (Leisander & Diah, 2017). Beberapa hal penting terkait digital marketing dengan menggunakan media sosia dan ecommerce ditekankan tim pengabdi kepada pelaku UMKM agar tetap bisa mempertahankan konsumen dan memperluas pasarnya.…”

Analysis of the Effect of Digital Marketing Strategy on Purchase Decisions at Alfamart and Indomaret

“…The digital dimension in journals (Laksana & Dharmayanti, 2018) , mentioned the dimensions that can be used in digital marketing or digital marketing, including:…”