Online Promotion Research Articles

Interpretation of geological heritage on nature trails and geotrails in Geopark Banská Štiavnica and their online information availability

The inherent link between the mining history and culture in the region of Banská Štiavnica (Slovakia) and the unique geological and morphological heritage offers significant potential for the development of geotourism and educational trails, thus presenting the heritage to a wide spectrum of visitors. In recent years, online availability of information about such trails has become very important for the digital society that uses the internet and social networks daily. This article focuses on the development and online information availability of geotrails located in the territory of the first Slovak geopark, Banská Štiavnica Geopark. Results show that there are very few geoscience-based trails with limited online information available. By investing in effective on-site heritage interpretation and proper online promotion, the territory can become a premier geotourism destination.

A systematic literature review of online communication and promotion for sustainable tourism

PurposeThe purpose of this study is to systematically review the literature on how sustainable tourism is communicated online and who the main stakeholders involved in the communication are.Design/methodology/approachConducting a quantitative approach based on the systematic literature review, we searched five academic databases and examined 747 papers published from 2009 to 2022. A total of 87 articles were systematically analysed.FindingsSustainable online communication has mainly been explored through structured data rather than alternative ones. Different stakeholders have been studied about online sustainable communication. However, few studies have focused on the relationships between them as a unique and complex ecosystem of subjects.Originality/valueTo the best of the authors’ knowledge, this study is the first attempt to synthesise sustainable online communication and the stakeholders involved. It provides an in-depth understanding of central papers discussing the topic and offers insights for future research to foster growth in both research and practice. Overall, this research highlights the lack of research on the topic and its importance for a planned sustainability-oriented online communication strategy to raise awareness and inspire sustainable choices.

Pengaruh E-Service Quality, Online Promotion dan Persepsi Harga terhadap Loyalitas Pelanggan pada Pengguna Aplikasi Indrive di Surabaya

This research aims to determine the influence of e-service quality, online promotion and price perception on customer loyalty among InDrive application users in Surabaya. Type of quantitative research with multiple linear regression. The population in this research is the people of Surabaya who have used the InDrive service and in the sampling process used a purposive sampling technique with a total of 100 respondents who had been determined from the Solvin formula calculation. The results of this research are that it is proven that there is an influence of the three independent variables on customer loyalty simultaneously (F test) as seen from the tcount value which is greater than ttable or 15.044 > 2.70 with a significance level of 0.000 < 0.05. There is a partial or individual influence on e-service quality, online promotions and price perceptions on customer loyalty. This is proven by the calculated tcount value of each independent variable, namely e-service quality (X1) of 3.032; online promotion (X2) 2,252; and price perception (X3) 2.084 is greater than the ttable value, namely 1.985. And the significance value is smaller than 0.05, namely 0.003; 0.027; and 0.040.

The Influence of Online Promotion and Consumer Lifestyle on the Decision to Buy Used Cars at Yusuf Mobilindo's Showroom in East Oku

This study aims to analyze the influence of online promotions and consumer lifestyles on the decision to buy used cars at the Yusuf Mobilindo Showroom in East Oku. This type of research is quantitative descriptive. The technique of determining the number of samples uses the Hair et at formula, which is 10 times the number of all indicators, so that the number of research samples is 110 respondents. Data analysis uses data quality test, classical assumption test, and multiple linear regression analysis with t test (partial), F test (simultaneous), and R test. The results of the study show that Online Promotion has a positive and significant effect on the Decision of Buyers of used cars at the Yusuf Mobilindo Showroom as seen from the results obtained with a calculation value of 3,772 > a table of 1,981 with a significance level of 0.000 < probability of 0.05. Lifestyle has a positive and significant effect on the Decision of Buyers of used cars at the Yusuf Mobilindo Showroom, the results obtained with a calculation value of 2,908 > 1,981 with a significance level of 0.000 < probability of 0.05. Online promotions and lifestyle simultaneously have a positive and significant effect on consumer buyer decisions at the Yusuf Mobilindo Showroom. This can be seen from the results of the F test obtained a value of Fcal 19.627 > Ftable 3.08 with a value and significance level of 0.000 < 005. The result of the correlation value for the online promotion variable (X1) and lifestyle (X2) in relation to buyer decision (Y) is 0.518, so the relationship is positive. In the calculation of R Square, 0.268 was obtained, meaning that the combined influence of variables X1 and X2 on Y was 26.8%. The remaining 73.2% was influenced by other variables that were not studied.

Empirical Study on the Usage and Promotion of Sustainable Feminine Hygiene Products†

Compared with disposable equivalents, sustainable feminine hygiene products are promising for reducing pollution and could lead to the amelioration of the menstrual cycle, with overall health benefits for women. Through empirical research and online promotion, this study aimed to examine the efficiency and comfort of reusable menstrual products and address the SDGs that target climate change and a healthy lifestyle for global citizens. The data were collected by distributing products to 26 women aged 18--28 years and collecting responses through curated questionnaires before, during and after usage for 2 months. Our main findings showed that women reported a better sensory experience with reusable products with improved comfort and positive changes in their perception, which led them to continue using the pads in the future. Thus, we can conclude that sustainable feminine hygiene products may garner positive reviews from their users; with adequate promotion and support, we can work toward the goal of prospective benefits both for women and the environment.

Increased Production, Waterglass Roll Saving Dyeing Efficiency, Branding Strategy, and Digital Marketing in Muara Bungo Mulia Batik

Batik is a cultural heritage of the Indonesian nation that has been recognized by the world through recognition by UNESCO. The development of Bungo Batik began during the national event, Indonesia Fashion Craft in Makassar in 2002. The demand for Bungo Batik increases every year because it is supported by the policies of the Bungo Regency Regional Government. But on the one hand, the obstacle is precisely the craftsmen themselves who are not able to produce on a large scale. The partner in this activity is Batik Mulia which was established in 2021. The limited production capacity of Bungo batik is because the equipment used is still very simple, such as the use of waterglass in the manual batik dyeing process so that it is wasteful and immeasurable. In addition, partners also need training in management, entrepreneurship, branding strategies and the use of digital marketing. The method of implementing the activity begins with an agreement between the service team and partners to solve problems. The solution offered by the team to partners is the procurement of appropriate technological tools in the form of Roll Saving Water Glass machines and several trainings needed by partners. The success of this activity can be seen by several positive impacts from the savings or efficiency of the use of water glass in batik dyeing, increasing batik production, and improving partner skills in online promotion, creating marketing content and using digital marketing.

Exploring the influence of online restaurant promotions on consumer behavioral intentions

PurposeConsumer behavior is evolving rapidly due to the increasing role of technology in daily life. Online food ordering has emerged as a key channel in this changing landscape. This paper investigates the relationships between online promotions, consumer skepticism, information sharing on social media and the intention to purchase food and beverages through online delivery services.Design/methodology/approachMeasures were developed based on a review of existing literature. Data from 402 participants were analyzed using Structural Equation Modeling (SEM).FindingsThe study reveals that online promotions significantly impact consumers' sharing of restaurant posts. Additionally, consumer skepticism about online food sales affects both their sharing behavior and their intention to purchase online. Engagement in sharing restaurant posts online is a strong predictor of online food purchasing intentions.Practical implicationsThe findings offer valuable insights for restaurant operators, policymakers and technology developers in the competitive online food delivery sector. They emphasize the importance of implementing innovative promotions and crafting appealing food presentations. These strategies can accelerate customer decision-making, attract new customers and contribute to market expansion and customer base sustainability.Originality/valueThis research provides significant insights for restaurant owners and contributes to the limited literature on online promotions, consumer skepticism and information sharing in the restaurant industry. It also lays the groundwork for future studies aimed at deepening understanding in this field.

Examining the Influence of Digital Media Marketing on Consumer Purchase Intentions

Digital marketing tactics, such as social media advertisements and online promotions, have an impact on customers' propensity to make purchases, influencing their purchasing decisions and behaviors. The effect of digital media marketing on consumers' intentions to purchase, is the term used to describe this phenomenon. Digital media marketing tactics have a problem that they can't take into consideration the variety of customer behaviors, which could result in generalized findings that are not applicable to certain market personal preferences. Randomly collected 180 participants for this study to find the impact of digital media marketing on customer buying intentions, and randomly questionnaires were collected. There are some factors depicted in this study that Consumer Purchase Intension (CPI) is a dependent variable, and independent variables such as Perceived Relevance (PR), Frequency of Exposure (FE), Content Quality (CQ), Platform Trust (PT), and Social Proof (SP). Digital media marketing's effect on consumers' ability to make purchases is investigated using statistical analysis using PLS-SEM, CFA, reliability, and Cronbach's alpha. The results of this investigation indicate a strong connection between CPI and digital media marketing and with reliable structures and believable models, it has successfully influenced consumer behavior and decision-making processes.

INFORMATION TECHNOLOGY AND PRODUCT DESIGN ON CONSUMER INTEREST IN PECI RENCONG ACEH PRODUCTS IN JUANG BIREUEN CITY

Information technology and product design significantly impact consumer buying interest in Peci Rencong Aceh products in Juang Bireuen City. Information technology refers to the use of hardware and software to perform various data processing tasks, including capturing, transmitting, storing, retrieving, manipulating, and displaying information. Product design, on the other hand, is a key element that attracts consumers to products. This study aims to determine the influence of online promotion and customer satisfaction on purchase decisions. The sample size for this study was 100 participants, with data collected through questionnaires and analysed using multiple linear regression. The study found that a 1 percent increase in the information technology variable (X1) led to a 0.876 percent increase in consumer interest, assuming the product design (X2) remained constant. Conversely, a 1 percent increase in product design (X2) resulted in a 0.542 percent increase in consumer interest, assuming the information technology variable (X1) was constant. The correlation coefficient (R) of 81.8% indicates a strong relationship between information technology (X1), product design (X2), and consumer interest (Y). The influence of product design on consumer interest was found to be significant at 65.7% (p = 0.000). The T-test results showed that the T-count value exceeded the T-table value. Additionally, the F-test revealed an F-count of 86.612, compared to an F-table value of 2.31 at a 5% confidence level, leading to the acceptance of the Ha hypothesis and the rejection of the Ho hypothesis. The research concluded that both information technology and product design significantly influence consumer interest. Keywords: Information Technology, Product Design, Consumer Interest.

Penerapan Strategi Digital Marketing pada UMKM Roti Bakar Family Cabang Puseur Jaya Karawang

The increasing development of MSMEs in Karawang Regency is a challenge in business competition. Roti Bakar Family, founded in 2016, was faced with the need to formulate an effective marketing strategy. This research uses quantitative descriptive methods with a focus on the implementation of digital marketing in the UMKM Roti Bakar Family Branch in Puseur Jaya Village, Karawang, using questionnaires, interviews and observations. This research uses SWOT analysis with primary and secondary data to identify business strengths, weaknesses, opportunities and threats. The analysis results show that Roti Bakar Family is in Quadrant I, supporting an aggressive strategy with environmental opportunities and external forces. Companies can leverage social media, online promotions, and technological innovations to increase customer visibility and engagement. Therefore, an effective digital marketing strategy will be the key to strengthening Roti Bakar Family's position in the competitive Karawang Regency MSME market.

Research on the Food Service Industry in Central Taiwan

This study examined the changes in business models in the food service industry of Taiwan in the postpandemic era. After staying at home for a more prolonged period during the pandemic. More consumers choose to cook at home to save costs, leading to a booming homemade food market. This trend greatly increases the popularity of convenient meal kits, semi-finished products, and do-it-yourself (DIY) meal sets. It not only caters to consumers’ interest in cooking but also provide convenient and quick solutions for food preparation. Food and beverage businesses have successfully expanded their market reach by developing high-quality homemade food products and utilizing social media and e-commerce platforms for sales. The immediacy and wide audience coverage of social media economy have enabled influencers and food bloggers to directly demonstrate the use and effects of meal kits and DIY dining through live streams and short videos. This approach attracts large numbers of followers to purchase these products, thereby quickly enhancing product awareness and sales. Collaborating with social media has become an effective marketing strategy for food and beverage businesses because it increases brand exposure and allows for product adjustments and improvements based on immediate consumer feedback. This study aims to analyze the post-pandemic restaurant industry through the lens of business models. By conducting interviews with restaurant owners across various sectors in central Taiwan, the research will explore how they confronted the challenges during the pandemic and how they have adjusted their business strategies in the aftermath. The objective is to identify future strategies suitable for the Taiwanese culinary market. This study employs business model theory and interview methodology to investigate six companies within Taiwan's restaurant industry. Through comprehensive analysis, the research aims to determine how the restaurant industry should adjust its strategic direction in the post-pandemic era. The interviewed restaurants implemented various adjustments during the postpandemic period, including arranging for industry–academia collaboration, enhancing employee training and incentives, strengthening restaurant recognition and sense of pride among employees, diversifying dish presentation, improving customer service systems, providing customized services, increasing investment in social media, reinforcing supplier relations, and expanding into new distribution channels. The study results indicate that food and beverage businesses can further explore the potential of social media economy, develop more products suitable for online promotion, and continually optimize marketing strategies by leveraging data analysis and market research to meet consumer demands.

The Role of Creative Economics in Sei Nagalawan Mangrove Ecotourism Sector

Sei Nagalawan Village in Serdang Bedagai Regency, Indonesia, utilizes the mangrove ecosystem for economic benefits through creative activities and fishing. However, long-term use raises ecological and social problems, requiring a balance between conservation and development. This post-positivism-based study explores the transformation of Sei Nagalawan into an ecotourism center, involving stakeholders such as local government, ecotourism managers and the media. Drone mapping reveals a variety of attractions at Mangrove Beach, but challenges such as marketing, infrastructure problems and limited shrimp cultivation skills hinder community empowerment. This program, led by the Muara Baimbai Mangrove Conservation Group, aims to increase capabilities, improve economic prosperity and environmental awareness. Identified weaknesses indicate low awareness and support. Opportunities arise from tourist interests, but threats arise from waste problems and conflicts of interest. The strategy includes mangrove management, conservation, online promotion and education, aiming to achieve a balance between conservation and economic activities, while recognizing existing challenges and the need for sustainable efforts

Pemberdayaan Masyarakat Multisektoral Berbasis Literasi Digital Pada UMKM Pengrajin Genteng di Tulungagung Dalam Pemasaran Produk

Abstract Along with efforts to increase product sales and income of UMKM in Notorejo Gondang Tulungagung village, digitalization of technology and business is very necessary. This challenge for business people and UMKM is also a good opportunity. Currently, the internet is an effective marketing medium for many consumers. The use of social media is also increasingly widespread as a medium for online promotion and sales. This research examines multisectoral community empowerment based on digital literacy with a focus on UMKM (Micro, Small, and Medium Enterprises) in the roof tile industry. This empowerment aims to increase the capabilities and independence of UMKM through the use of digital technology in the learning and production process. With digital literacy, UMKM players can access information, expand marketing networks, and increase production efficiency.

FEATURES OF PROMOTION OF CREATIVE INDUSTRIES SERVICES BASED ON DIGITAL MARKETING TECHNOLOGIES

Currently, the development of the socio-­cultural life of the country is carried out at a fairly rapid pace. The 2020 pandemic was a turning point in this process: many cultural institutions, not wanting to lose their audience, began to use various forms of online promotion of their services. They began to actively master interactive forms of events, online communication with visitors. This trend has not lost its relevance even after organizations and institutions quit remote work. The issue of promoting products and services of creative industries is of particular relevance. Creative activities combine creativity with innovation. The purpose of the study is to develop practical recommendations for the promotion of creative industries services based on Internet marketing technologies. To achieve this goal, the work systematizes knowledge about the specifics of the development of creative industries, assesses their economic potential, develops stages aimed at promoting the organization of its services, adapts well-known theories and practices of digital marketing technology in relation to the industry under study. The object of the study is the domestic creative industry, the subject is the system of relationships between the main stakeholders in the process of promoting the creative industry. The following scientific methods were used in the course of the work: descriptive, analytical, statistical. The study has developed and tested a system of criteria to assess the effectiveness of the functioning of modern creative industries. A mechanism for promoting services in the field of cultural industries using Internet marketing technologies has been developed, including elements of a communication strategy, the most appropriate digital channels and tools for promoting cultural goods.

Pengembangan Strategi Bisnis Pada UMKM Distro Penny Royaltea

Micro, Small, and Medium Enterprises (MSMEs) are a form of entrepreneurial activity that plays a vital role in economic development. The contribution of MSMEs to GDP is substantial and increases employment opportunities so that it can reduce the unemployment rate. Penny Royaltea is an MSME engaged in the fashion sector. This study aims to determine the most appropriate SWOT analysis strategy for the Penny Royaltea distro facing business competition. This purpose is to determine the SWOT analysis strategy of Penny Royaltea, to evaluate the MSME Penny Royaltea distro by analyzing Strengths, Weaknesses, Opportunities, and Threats, and to determine the right business strategy for developing the MSME Penny Royaltea distro business in Bandung City. This article aims to determine the internal and external conditions of the business and formulate business development strategies, especially for Penny Royaltea. The results show several strategies that Penny Royaltea can apply, such as conducting product research and innovation, Maximizing the use of technology for online promotion, Emphasizing point of differentiation (PoD) and unique selling points, and providing attractive offline marketing and offers. The results of this study provide managerial implications for Penny Royaltea in developing its business

Social Media Virality: Reaching the Tipping Point

Social media virality has become a key factor in determining how far to extend social media marketing and digital promotion campaigns. The point at which content transitions to viral spread underpins promotion-level decisions. We employ a logistic equation to identify tipping point decisions for viral content online promotions in given contexts. We consider case studies indicative of viral content on social media following a traditional S-curve when examined in a single domain. Our study contributes to understanding the decision mechanics of reaching a tipping point in a manner that reflects the concerns of digital marketers and online marketing strategies generally. We also see our approach to determining this point as furthering social media research in an area of growing importance and assessing how viral content can be managed.

The Erasmus+ EUMOVE project-a school-based promotion of healthy lifestyles to prevent obesity in European children and adolescents.

The aim of this study was to describe the goals, activities, and methods of EUMOVE project in developing a set of resources targeting both primary and secondary schools that allow the entire educational community to promote healthy lifestyles (HL). The EUMOVE project is an Erasmus+ program based in the Creating Active Schools (CAS) framework. The project lasted 3 years and was developed by 14 academic and non-governmental institutions from Spain, Portugal, France, Italy, and the UK. EUMOVE was divided into three phases. In the first phase, several work packages were carried out aimed to ensure the coordination/management of the project activities. In the second phase, seven educational resources strengthened by rigorous scientific research were developed to promote HL from schools. During the last phase, all the resources were disseminated through scientific seminars, workshops with families and teachers, and the online promotion by the non-governmental institutions of each country. The EUMOVE project developed and promoted a smartphone APP, video/activity repository of physically active lessons, active break virtual platform, learning units, and parent/teachers/school-leaders' guidelines to promote physical activity, active commuting, active school playgrounds, healthy diet, and sleep habits. To our knowledge, EUMOVE is the first European project to provide a set of practical tools based on scientific evidence to help schools or future school-wide interventions implement a paradigm shift based on the CAS framework for the promotion of HL. Future research will need to investigate the implementation, effectiveness, and scalability of this proposal.

The Influence of E-Service Quality, Electronic Word of Mouth (E-Wom), E-Trust and Online Promotion on Impulsive Buying on the Tiktok Shop Platform

The Influence of E-Service Quality, Electronic Word of Mouth (E-Wom), E-Trust and Online Promotion on Impulsive Buying on the Tiktok Shop Platform

Analysis of Contemporary College Students’ Preference for Online Promotion Activities — Youth Choice Under the Online Shopping Trend

With e-commerce’s surge, online shopping is vital for college students. Market expansion fuels diverse promotions, shaping purchasing decisions. This paper explores student preferences to inform effective marketing. Research focuses on attitudes towards online promotions. 800 questionnaires analyzed preferences, impact on shopping, and non-participation reasons. Data mining compared online vs. traditional promotions. Pearson correlation linked promotions to shopping intent. K-means clustering segmented students for targeted marketing. Advanced models delved into promotion-behavior dynamics. Logistic regression predicted purchasing reactions. Findings: students prefer discounts, but value shopping experience and after-sales service. Enterprises should enhance promotions, improve product quality, service, and brand image. Innovative, targeted strategies address diverse consumer groups. Social media and campus feedback aid market positioning. Enterprises must personalize and diversify college market approaches, leveraging advanced data analysis. Future studies can explore regional, professional differences, using big data to uncover trends, offering insights for e-commerce growth.

Performance Strategy to Improve Quality for Hotel Employees Post Covid-19 at Conrad Hotel Nusa Dua BALI

The purpose of this research is to determine strategies for the quality of employee performance and hoteldevelopment after Covid 19 to improve the quality and standards of guest comfort. Various hotel sectors in theNusa Dua area are competing with each other to improve and renovate everything that is still lacking andmaximize it for the comfort of guests visiting the hotel. the hotel and in general to increase the hotel's incomeand of course also have a big impact on the attractiveness of tourists who visit the hotel. The Covid-19 pandemichas become a global problem that has not only hit the health sector but also Bali tourism in particular. Thedecline in the tourism sector is demonstrated by the decrease in the number of room occupants and the averagelength of stay of guests at each hotel in Nusa Dua. This decline meant that hotel revenues were greatly reducedand they had to bear high operational costs. So, a quality strategy for employee performance is needed forhotels in Nusa Dua, especially at the Conrad Bali Hotel, in preparing work guidelines for the progress andcontinued comfort of guests staying at the hotel. By using interview analysis of one of the employees at theConrad Hotel Nusa Dua, Bali, the results were found to be the best quality strategy for employee performance.For example, creating and rearranging guidelines or procedures to increase the level of standardization andquality of work for every employee who works at the Conrad Hotel Nusa Dua. And supported by the use of theentire tourism workforce to seize and take advantage of maximum opportunities. Such as supporting nationalto international scale activities carried out in Nusa Dua, Bali. Some of the suggestions given to support thisresearch are that hotels in Nusa Dua, Bali in particular must be more active in carrying out various promotions,either through online promotions, through online travel agents, social media or through tourism organizations such as through the tourism office. Bali, influencers and the central government are still supported by CHSEcertificates and maintaining health protocols during the pandemic to maintain the safety of tourists visitingand staying in Nusa Dua, Bali. Apart from that, during the pandemic period where we don't know how long itwill end, hotels can collaborate with local governments to intensify promotions to friendly countries which canincrease foreign exchange sources and regional income, for example Chinese and Russian tourists.Keywords: Employee quality, work strategy, tourism development.