IMPLEMENTATION OF DIGITAL-BASED MARKETING IN CREATING SUSTAINABLE BUSINESS THROUGH SOSTAC ANALYSIS
This study aims to investigate innovations in digital-based marketing strategies in small and medium businesses. This study uses a qualitative research design. The object of this study is YAD Blangkon, which has implemented technology in its business marketing activities. Moreover, the study highli...
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| Format: | Article |
| Language: | English |
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Universitas Nusa Cendana
2025-03-01
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| Series: | Journal of Management Small and Medium Enterprises (SME's) |
| Subjects: | |
| Online Access: | https://ejurnal.undana.ac.id/index.php/JEM/article/view/19335 |
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| _version_ | 1850043684593074176 |
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| author | Tri Eko Yudiandri Fitriana Fitriana Apit Buchori Agung Sulistyo |
| author_facet | Tri Eko Yudiandri Fitriana Fitriana Apit Buchori Agung Sulistyo |
| author_sort | Tri Eko Yudiandri |
| collection | DOAJ |
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This study aims to investigate innovations in digital-based marketing strategies in small and medium businesses. This study uses a qualitative research design. The object of this study is YAD Blangkon, which has implemented technology in its business marketing activities. Moreover, the study highlights the added value of successful business management and a 25% increase in sales value over the previous year. Various concepts can aid in the development of the managed business. One of the references and methods available is SOSTAC analysis. We chose this framework due to its conceptual nature, which enables the development of a more comprehensive digital-based business management strategy. Through a combination of interview activities and the application of the SOSTAC-RACE planning concept, this study produced findings on the application of digital-based business management strategies. This study shows the need for business actors to take various steps, including analyzing the business environment, conducting SMART analyses correctly, developing business strategies, and refining them through the application of tactics in the field..
Keywords: Tourism; Business; Sustainability, SOSTAC-RACE Planning
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| format | Article |
| id | doaj-art-100c8d23e9444bb9af82a82bc5e75727 |
| institution | DOAJ |
| issn | 2502-2385 2723-469X |
| language | English |
| publishDate | 2025-03-01 |
| publisher | Universitas Nusa Cendana |
| record_format | Article |
| series | Journal of Management Small and Medium Enterprises (SME's) |
| spelling | doaj-art-100c8d23e9444bb9af82a82bc5e757272025-08-20T02:55:10ZengUniversitas Nusa CendanaJournal of Management Small and Medium Enterprises (SME's)2502-23852723-469X2025-03-0118110.35508/jom.v18i1.19335IMPLEMENTATION OF DIGITAL-BASED MARKETING IN CREATING SUSTAINABLE BUSINESS THROUGH SOSTAC ANALYSISTri Eko Yudiandri0Fitriana Fitriana1Apit Buchori2Agung Sulistyo3Department of Hotels, Sekolah Tinggi Pariwisata Ambarrukmo YogyakartaDepartment of Hotels, Sekolah Tinggi Pariwisata Ambarrukmo YogyakartaDepartment of Hospitality, Sekolah Tinggi Pariwisata Ambarrukmo YogyakartaDepartment of Hotels, Sekolah Tinggi Pariwisata Ambarrukmo Yogyakarta This study aims to investigate innovations in digital-based marketing strategies in small and medium businesses. This study uses a qualitative research design. The object of this study is YAD Blangkon, which has implemented technology in its business marketing activities. Moreover, the study highlights the added value of successful business management and a 25% increase in sales value over the previous year. Various concepts can aid in the development of the managed business. One of the references and methods available is SOSTAC analysis. We chose this framework due to its conceptual nature, which enables the development of a more comprehensive digital-based business management strategy. Through a combination of interview activities and the application of the SOSTAC-RACE planning concept, this study produced findings on the application of digital-based business management strategies. This study shows the need for business actors to take various steps, including analyzing the business environment, conducting SMART analyses correctly, developing business strategies, and refining them through the application of tactics in the field.. Keywords: Tourism; Business; Sustainability, SOSTAC-RACE Planning https://ejurnal.undana.ac.id/index.php/JEM/article/view/19335TourismBusinessSustainabilitySOSTAC-RACE Planning |
| spellingShingle | Tri Eko Yudiandri Fitriana Fitriana Apit Buchori Agung Sulistyo IMPLEMENTATION OF DIGITAL-BASED MARKETING IN CREATING SUSTAINABLE BUSINESS THROUGH SOSTAC ANALYSIS Journal of Management Small and Medium Enterprises (SME's) Tourism Business Sustainability SOSTAC-RACE Planning |
| title | IMPLEMENTATION OF DIGITAL-BASED MARKETING IN CREATING SUSTAINABLE BUSINESS THROUGH SOSTAC ANALYSIS |
| title_full | IMPLEMENTATION OF DIGITAL-BASED MARKETING IN CREATING SUSTAINABLE BUSINESS THROUGH SOSTAC ANALYSIS |
| title_fullStr | IMPLEMENTATION OF DIGITAL-BASED MARKETING IN CREATING SUSTAINABLE BUSINESS THROUGH SOSTAC ANALYSIS |
| title_full_unstemmed | IMPLEMENTATION OF DIGITAL-BASED MARKETING IN CREATING SUSTAINABLE BUSINESS THROUGH SOSTAC ANALYSIS |
| title_short | IMPLEMENTATION OF DIGITAL-BASED MARKETING IN CREATING SUSTAINABLE BUSINESS THROUGH SOSTAC ANALYSIS |
| title_sort | implementation of digital based marketing in creating sustainable business through sostac analysis |
| topic | Tourism Business Sustainability SOSTAC-RACE Planning |
| url | https://ejurnal.undana.ac.id/index.php/JEM/article/view/19335 |
| work_keys_str_mv | AT triekoyudiandri implementationofdigitalbasedmarketingincreatingsustainablebusinessthroughsostacanalysis AT fitrianafitriana implementationofdigitalbasedmarketingincreatingsustainablebusinessthroughsostacanalysis AT apitbuchori implementationofdigitalbasedmarketingincreatingsustainablebusinessthroughsostacanalysis AT agungsulistyo implementationofdigitalbasedmarketingincreatingsustainablebusinessthroughsostacanalysis |