Economic and Business Management International Journal (EABMIJ)

Smart Digital Marketing Content Strategy in the E-Commerce Era

I Wayan Gede Antok Setiawan Jodi — 2026-01-10

The development of information technology has transformed the marketing landscape in recent years. Marketing communication methods, previously traditional and conventional, have now been integrated into the digital world. The e-commerce era is a time when buying and selling goods and services occur electronically via the internet and digital networks, transforming the way consumers shop and businesses operate by offering convenience, broad market reach, and operational efficiency without the constraints of physical space, supported by technologies such as mobile applications, artificial intelligence, and digital payment systems. The purpose of this research was to understand smart digital marketing content strategy in the e-commerce era. This study uses a descriptive method to answer the research objectives. This study uses secondary data to provide information and address the stated research objectives. Research results show that smart digital marketing content strategy in the e-commerce era centers on high-quality and relevant content, data-driven personalization, the use of SEO and social media, influencer collaboration, paid advertising, with customer experience through retargeting and chatbots.

Pengaruh Kualitas Pelayanan, Harga Dan Promosi Terhadap Keputusan Pembelian Ulang Konsumen Pada Bengkel Ahass Jember

M. Naely Azhad — 2026-01-16

Semakin berkembangnya industri otomotif kini dapat dilihat dari banyaknya usaha jasa perawatan maupun perbaikan kendaraan bermotor yang bernaung di bawah merek-merek produk terkenal seperti Honda. Salah satu bengkel yang berdiri dibawah naungan Honda adalah Ahass Jember. Penelitian ini bertujuan untuk mengetahui pengaruh kualitas pelayanan, harga, promosi terhadap keputusan pembelian ulang konsumen pada bengkel Ahass Berkah Jaya Motor II. Sampel diambil adalah 100 responden dengan menggunakan metode purposive sampling. Alat analisis yang digunakan untuk menganalisis pengaruh variabel kualitas pelayanan, harga dan promosi terhadap keputusan pembelian ulang adalah analisis regresi linear berganda dengan bantuan program statistic SPSS 17. Hasil dari penelitian ini menunjukkan bahwa kualitas pelayanan tidak berpengaruh signifikan terhadap keputusan pembelian ulang, harga berpengaruh positif signifikan terhadap keputusan pembelian ulang, dan promosi berpengaruh positif signifikan terhadap keputusan pembelian ulang.

Digital Marketing Strategy Analysis Through Free Ticket Program

I Wayan Gede Antok Setiawan Jodi — 2026-01-31

A currently widely used strategy is digital marketing. This digital marketing strategy requires minimal costs but generates significant revenue. Digital marketing is generally similar to basic marketing. Digital marketing has many evolving characteristics, requiring all company members to be highly creative in implementing digital marketing strategies. The purpose of this study is to analyze the digital marketing strategy through free ticket program. This study uses qualitative research with a case study approach. The case study chosen to explain the digital marketing strategy through free ticket program is Pelita Air. The explanation of the case study's digital marketing strategy through free ticket program at Pelita Air is supported by secondary data such as internet sources, books, journals, and related sources. Research results show that digital marketing strategy through free ticket program is a promotional strategy that offers free access through an online platform to strengthen customer databases and increase brand engagement through data acquisition, the use of artificial intelligence, freemium and upselling strategies, and government incentives. Pelita Air implemented a digital marketing strategy through a free ticket program in its Pelita Air 56th Anniversary Challenge program as part of its strategy to strengthen customer engagement by distributing free flight tickets for the Jakarta-Singapore and Jakarta-Lombok routes.

Financial Prospects and Opportunities in Digital Savings

Lenny Dermawan Sembiring — 2026-01-12

The development of digital savings accounts is a shift to entirely online, application-based banking services, enabling account opening, fund management, and transactions without the need to visit a physical branch. The purpose of this research was to understand financial prospects and opportunities in digital savings. The research used to address financial prospects and opportunities in digital savings uses a qualitative method. The data used to support the presentation regarding financial prospects and opportunities of digital savings is secondary data. The results indicate that digital savings have bright prospects in Indonesia, driven by increasing internet usage and a young, tech-savvy population. Financial opportunities include cost efficiency, competitive interest rates, and ease of access, which can help customers manage their finances more effectively.

Analisis Kinerja Pemasaran Berkelanjutan melalui Digital Platform Capability, Environmental Innovation dan Green Marketing pada UMKM Perikanan di Lamongan

Muhammad Sulton — 2026-01-25

Sektor perikanan Kabupaten Lamongan menghasilkan 83.155 ton ikan tangkap dan 62.742 ton budidaya pada 2021, namun UMKM perikanan menghadapi tantangan daya saing akibat keterbatasan kapabilitas digital dan strategi pemasaran berkelanjutan. Penelitian ini menguji pengaruh digital platform capability (DPC), environmental innovation (EI), dan green marketing (GM) terhadap sustainable marketing performance (SMP) pada UMKM perikanan Lamongan menggunakan regresi linier berganda. Sampel ditentukan melalui purposive sampling dari UMKM perikanan dengan sampel penelitian sebanyak 96 UMKM sektor perikanan dengan analisis menggunakan SPSS 26.0. Temuan mengindikasikan hasil perhitungan regresi linier berganda yang telah dilakukan diketahui bahwa variabel Digital Platform Capability (X1) memberikan kontribusi sebesar 0,428 terhadap Kinerja pemasaran berkelanjutan pada Kinerja pemasaran berkelanjutan.. Variabel Environmental Innovation (X2) memberikan kontribusi sebesar 0,378 terhadap Kinerja pemasaran berkelanjutan. Sedangkan Variabel Green marketing (X3) memberikan kontribusi sebesar 0,476 terhadap Kinerja pemasaran berkelanjutan pada Kinerja pemasaran berkelanjutan. Berdasarkan tiga varibel yang ada, maka yang memiliki pengaruh terbesar pada Kinerja pemasaran berkelanjutan adalah green marketing. Hal ini berarti apabila menerpakan green marketing dengan baik, maka akan menghasikan Kinerja pemasaran berkelanjutan

Implementation of Reward and Punishment System as a Management Strategy to Motivate Performance

Budiman — 2026-01-31

Management strategy is a series of highest-level managerial decisions and actions that encompass the formulation, implementation, and evaluation of an organization's long-term plans. This process aims to achieve competitive advantage, adapt to the business environment, and realize the company's vision and mission through continuous internal and external analysis. Management strategy is a systematic approach to planning, implementing, and evaluating cross-functional decisions that enable an organization to achieve long-term goals, enhance competitive advantage, and adapt to environmental changes. The purpose of this research is to analyze the implementation of reward and punishment system as a management strategy to motivate performance. The analysis uses a qualitative approach, utilizing secondary sources based on applicable theories, such as books, journals, and related sources. The research results indicate that implementing a reward and punishment system as a management strategy to motivate performance is a form of integrated management method. Financial and non-financial rewards are given as a form of recognition for achievement, while sanctions are applied fairly to deter misconduct and encourage self-improvement. The balance between the two creates a productive and accountable work environment.