Identify The Most Dominant Variables Influencing The Level of Success in Digital Marketing
Abstract
Research from the Center for Human Genetic Research (CHGR) predicts that the number of digital companies in Indonesia will reach 13,000 startups by 2021. Currently, with 1,939 startups, Indonesia ranks sixth globally in terms of the number of startups. However, data indicate that the failure rate of startups tends to be significantly high. According to research by Shikhar Ghosh, the failure rate of digital companies reaches 95%. Meanwhile, data from a digital business incubator in Malang City show that the failure rate of digital companies stands at 62.2%. This study aims to identify the key factors determining the success of digital companies, with a specific focus on City Guide. In conducting digital marketing activities, City Guide faces several challenges, such as ineffective and inefficient social media management, resulting in untimely posting schedules, less engaging content, a lack of variety in advertisements, unscheduled ad management, and unstructured content ideas. The research seeks to describe the implementation of City Guide’s radio management readiness in the Era of the Fourth Industrial Revolution. The sampling technique employed is purposive sampling, selecting active listeners, with a total sample of 161 respondents. This study examines five variables that determine the success of digital marketing: knowledge, innovation skills, organization, the benefits of digital marketing, and the advantages of the Fourth Industrial Revolution. The findings indicate that the examined variables significantly influence digital marketing success, with knowledge being the fundamental determinant of digital marketing performance.
References
Ajzen, I. (1991). The Theory of Planned Behavior. Organizational Behavior and Human Decision Processes, 50(2), 179–211.
Alzubi, S. F. (2022). An Impact of Using Social media on Purchasing Behavior through Electronic Word of Mouth.
Andika, R. (2023). Indonesian Tourism Journal. Indonesian Tourism Research and Development Journal, 17((2)), 156–345.
Aushafina, A., & Giveraldy, B. (2018). Global Strategy in Optimizing Tourism Destinations in East Java. Transborders Journal, 1(2),113–129. https://www.journal.unpas.ac.id/index.php/transborders/article/download/991/609
Basari, MR, Merdeka, RH, & Adrial. (2020). The Influence of Service Quality on Consumer Satisfaction of PT Erlangga Teour Travel Berkah Balaraja. Jurnal WisataMuh, 1–8.
Budhiraharja, G., & Tjahtjono, H. K. (2017). Theory of Planned Behaviour approach on explaining the influences of E-WOM toward the intention to travel to Yogyakarta.
Chen, C.-H. S., Nguyen, B., Klaus, P., & Wu, M. (2015). Exploring electronic word-of-mouth in the consumer purchase decision-making process. Journal of Travel & Tourism Marketing, 32(8), 953–970. https://doi.org/10.1080/10548408.2014.956165
Donnelly, G. (2020). Leading Change: The Theory and Practice of Integrative Polarity Work. World Futures, 76, 1–22. https://doi.org/10.1080/02604027.2020.1801310
Elsa Rizki Yulindasari, KF (2022). Journal of Islamic Economics and Finance Studies-The Influence of e-WoM (Electronic Word of Mouth) on Purchase Decisions of Halal Cosmetics on Shopee. 3(1), 55–69. https://ejournal.upnvj.ac.id/JIEFeS/article/view/4293%0Ahttps://scholar.google.com/ s cholar?hl=id&as_sdt=0%2C5&q=TheInfluence+of+e- WoM+%28Electronic+Word+of+Mouth%29+on+Purchase+Decisions+of+Halal+Co smetics+on+Shopee&btnG=
Ernantyo, YE, & Febry, T. (2022). The Effect of Digital Marketing and Customer Relationship Marketing Implementation on Consumer Satisfaction and Repurchase Interest at the Kisah Kita Ngopi Cafe. Consumers & Consumption: Journal of Management, 1(2), 107–128.
Ernawati, H., & Hananto, K. (2023). Digital Tourism: Perspectives and Future Research Agenda. Tourism: Scientific Journal, 17(2), 144–156.
Fadhli Nursal, M., Rianto, MR, Rohaeni, H., & Saputra, F. (2023). The Influence of Electronic Word of Mouth (EWOM) on Purchasing Decisions Through Purchase Interest in Maxim Online Transportation Services in Bekasi City. Journal of Digital Management and Marketing (JMPD), 1(3), 111–118. https://creativecommons.org/licenses/by/4.0/
Fiani, D., & Novitasari, D. (2022). The Role of Purchase Decision Mediating on Product Quality, Trust and Consumer Satisfaction of the Shopee Application. Indonesian Journal of Accounting and Business Research, 2(4), 1031–1055. https://doi.org/10.32477/jrabi.v2i4.609
Hidalgo-Alcázar, C., Ruiz, S., & Sicilia, M. (2021). Emotions and Cognitions When Reading Online Reviews: Effect on Tourism Service Image. Journal of Technology Management & Innovation, https://doi.org/10.4067/s0718-27242021000400011
Hossain, K., Kumar, S., Shabbir, R., & Redwanuzzaman, R. (2024). Purchasing tourism services through online travel agency: Does electronic word-of-mouth have influence? GeoJournal of Tourism and Geosites, https://doi.org/10.30892/gtg.542spl01-1252
Jalilvand, M., & Samiei, N. (2012). The impact of electronic word of mouth on a tourism destination choice: Testing the theory of planned behavior. Internet Research, 22(5), 591–612. https://doi.org/10.1108/10662241211271563
Johannes, T. (2020). 1 2 3 4. 9(7), 2872–2894.
Kadi, DCA, Purwanto, H., & Ramadani, LD (2021). The influence of E-Promotion, E-WOM and location on consumer satisfaction through purchasing decisions as intervening variables. Management and Business Review, 5(2), 224–238. https://doi.org/10.21067/mbr.v5i2.5833
Kansal, S., & Kaushik, V. (2024). Influence of electronic word-of-mouth on consumer behaviour. ShodhKosh: Journalof Visual and Performing Arts, https://doi.org/10.29121/shodhkosh.v5.i6.2024.3322
Kotler, P., & Keller, K. L. (2016). Marketing Management. Pearson. https://books.google.co.id/books?id=UbfwtwEACAAJ
Lemon, K. N., & Verhoef, P. C. (2016). Understanding customer experience throughout the customer journey. Journal of Marketing, 80(6), 69–96. https://doi.org/10.1509/jm.15.0420
Listania, & Zulfahmi, A. (2023). The Influence of Digital Marketing and Promotion on Purchasing Decisions at the BEAU Jatibening Bekasi Store The Influence of Digital Marketing and Promotion on Purchasing Decisions at. Tri Bhakti Business Management Journal, 2, 1–12. https://ejurnal.stietribhakti.ac.id/index.php/JMB/article/view/272
Magenta, D., & Sugiarto, J. (2015). Building Consumer Satisfaction Through Purchasing Decisions. Diponegoro Journal of Management, 4(2), 1–12. http://ejournal- s1.undip.ac.id/index.php/management
McLean, G., & Alan, W. (2019). Shopping in the digital world: Examining customer engagement through augmented reality mobile applications. Computers in Human Behavior, 101. https://doi.org/10.1016/j.chb.2019.07.002
Nur, DS, & Octavia, A. (2022). The Influence of Electronic Word of Mouth on Purchasing Decisions with Consumer Trust as a Mediator on the Shopee Marketplace in Jambi City. Journal of Applied Management and Finance, 11(2), 387–399. https://doi.org/10.22437/jmk.v11i2.17960
Prasetya, IBY, & Sigit, M. (2023). The Influence of Social Media and EWOM Usage on Customer Trust and Purchasing Decisions: A Study on J. Co Donut &Coffee in Yogyakarta. Selecta Management: Student Journal, 02(05), 207–219. https://journal.uii.ac.id/selma/article/view/33198
Pratama, R., Hanurawan, F., & Shanti, P. (2021). The Relationship between Consumer Satisfaction and Purchasing Decisions at Warunk14 Cafe, Malang City. Flourishing Journal, 1(4), 315–324. https://doi.org/10.17977/um070v1i42021p315-324
Purwanto, N., & Rofiah, C. (2020). Pengaruh Electronic Word Of Mouth terhadap Minat Berkunjung dengan Mediasi Theory Of Planned Behavior pada Obyek Wisata Halal di Kabupaten Jombang. Jurnal Nusantara Aplikasi Manajemen Bisnis, https://doi.org/10.29407/nusamba.v5i2.14835
Purwatiningsih, Iwan, S. (2023). “The Influence of Digital Marketing, Customer Satisfaction and Product Quality on Electric Car Purchasing Decisions in Indonesia.” Journal of Management & Business, 6(2), 425–434.
Quambusch, N. (2015). Online customer reviews and their perceived trustworthiness by consumers in relation to various influencing factors.
Ravula, P., Bhatnagar, A., & Gauri, D. K. (2023). Role of gender in the creation and persuasiveness of online reviews. Journal of Business Research. https://doi.org/10.1016/j.jbusres.2022.113386
Rismawati, R., Wahyuni, DU, & ... (2024). Consumer Satisfaction as a Mediator of the Influence of Digital Marketing and Online Service Quality on Purchase Decisions of Shopee Product Users in .... Journal of Management and ..., 17(2), 52–62. http://ejournal.stiekia.ac.id/index.php/JUMPA/article/view/250%0Ahttps://ejournal.s t iekia.ac.id/index.php/JUMPA/article/download/250/340
Schiffman, L. G., & Kanuk, L. L. (2007). Consumer Behaviour. Pearson Prentice Hall. https://books.google.co.id/books?id=vTRPngEACAAJ
Setiadi, RRH, Madiawati, PN, Business, A., Communication, F., & Telkom, U. (2024). The Influence of Social Media Marketing Instagram @ vidiosports and Online Customer Review on Customer Satisfaction Through Purchasing Decisions as Intervening Variables. 5(11), 4180–4201.
Sofronijević, K., & Kocic, M. (2022). The determinants of the usefulness of online reviews in the tourist offer selection. Menadzment u hotelijerstvu i turizmu, https://doi.org/10.5937/menhottur2202025s
Solihah, U. A., Suci, R. P., Rahayu, Y. I., & Iswari, H. R. (2024). Pengaruh Citra Merek dan Electronic Word Of Mouth Terhadap Keputusan Pembelian Yang Dimediasi Kepercayaan Konsumen. EKOMA: Jurnal Ekonomi, Manajemen, Akuntansi, 3(3), 667-678.
Solomon, M.R. (2017). Consumer Behavior: Buying, Having, and Being, Global Edition. Pearson Education. https://books.google.co.id/books?id=U-RxDgAAQBAJ Study, P., &
Resort, M. (nd). 2, 61–73.
Wang, P.-H. (2015). Exploring the influence of electronic word-of-mouth on tourists' visit intention: A dual process approach. Journal of Systems and Information Technology, 17(4), 381–395. https://doi.org/10.1108/JSIT-04-2015-0027
Copyright (c) 2025 Bulletin of Management and Business
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
