IMPLEMENTATION OF DIGITAL-BASED MARKETING IN CREATING SUSTAINABLE BUSINESS THROUGH SOSTAC ANALYSIS
(TOURISM SUPPORTING INDUSTRY SECTOR)
-
Tri Eko Yudiandri(1)
Department of Hotels, Sekolah Tinggi Pariwisata Ambarrukmo Yogyakarta
-
Fitriana Fitriana(2)
Department of Hotels, Sekolah Tinggi Pariwisata Ambarrukmo Yogyakarta
-
Apit Buchori(3)
Department of Hospitality, Sekolah Tinggi Pariwisata Ambarrukmo Yogyakarta
-
Agung Sulistyo(4*)
Department of Hotels, Sekolah Tinggi Pariwisata Ambarrukmo Yogyakarta
(*) Corresponding Author
Keywords:
Tourism, Business, Sustainability, SOSTAC-RACE Planning
Abstract
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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References
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Sulistyo, A. (2021). Sme’s Strategy in Creating Sustainable Business During Covid-19 Towards the New Normal Era Based on Marketing Mix Perspective: Proceedings of the International Conference on Health and Medical
Sciences (AHMS 2020). International Conference on Health and Medical Sciences (AHMS 2020), Yogyakarta, Indonesia. https://doi.org/10.2991/ahsr.k.210127.044
Tardan, P. P., Shihab, M. R., & Yudhoatmojo, S. B. (2017). Digital marketing strategy for mobile commerce collaborative consumption startups. Int. Conf. Inf. Technol. Syst. Innov., ICITSI - Proc., 2018-January, 309–314. Scopus.
https://doi.org/10.1109/ICITSI.2017.8267962
Wibowo, B. Y., & Setyawan, N. A. (2024). The Sustainability of Lasem Batik in Terms of Green Marketing and Brand Quality. Quality - Access to Success, 25(198), 284–291. Scopus. https://doi.org/10.47750/QAS/25.198.31
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Aboulamer, A. (2018). Adopting a circular business model improves market equity value. Thunderbird International Business Review, 60(5), 765–769. Scopus. https://doi.org/10.1002/tie.21922
Adel, H. M., Zeinhom, G. A., & Younis, R. A. A. (2021). From university social-responsibility to social-innovation strategy for quality accreditation and sustainable competitive advantage during COVID-19 pandemic. Journal of Humanities and Applied Social Sciences, 4(5), 410–437. https://doi.org/10.1108/JHASS-04-2021-0086
Adi, S., & Heripracoyo, S. (2018). Potential benefits and logical design of web collaboration to support tourism promotion and marketing at provincial level in Indonesia. International Journal of Mechanical Engineering and Technology, 9(11), 177–191.
Agafonova, A. N., Yakhneeva, I. V., & Mukhametshina, G. R. (2021). Human-Centric Marketing in the Digital Era: Vol. 160 LNNS. Springer Science and Business Media Deutschland GmbH; Scopus. https://www.scopus.com/inward/record.uri?eid=2-s2.0-85093861571&doi=10.1007%2f978-3-030-60929-0_2&partnerID=40&md5=28506225f52636b67914b61bad9fe697
Ahmed, R. R., Qureshi, J. A., Štreimikienė, D., Vveinhardt, J., & Soomro, R. H. (2020). Guerrilla marketing trends for sustainable solutions: Evidence from sem-based multivariate and conditional process approaches. Journal of Business Economics and Management, 21(3), 851–871. Scopus.
https://doi.org/10.3846/jbem.2020.10730
Alamäki, A., & Korpela, P. (2021). Digital transformation and value-based selling activities: Seller and buyer perspectives. Baltic Journal of Management, 16(2), 298–317. https://doi.org/10.1108/BJM-08-2020-0304
Aleshnikova, V., Beregovskaya, T., & van der Voort, E. (2021). A Smart Consumer Is a Challenge for Business (Vol. 155). Springer Science and Business Media Deutschland GmbH; Scopus.
Alhaimer, R. (2023). Comparing virtual political campaigns with traditional political campaigns: Evidence from Kuwait during the COVID-19 pandemic. Global Knowledge, Memory and Communication, ahead-of-print(ahead-of-print). https://doi.org/10.1108/GKMC-07-2022-0182
Almeida-Santana, A., Moreno-Gil, S., & Boza-Chirino, J. (2018). The paradox of cultural and media convergence. Segmenting the European tourist market by information sources and motivations. International Journal of Tourism Research, 20(5), 613–625. https://doi.org/10.1002/jtr.2210
Aman, T., Shah, M., Jamal, H., Khan, Y., Arif, M., & Noor, R. (2021). A cross sectional analysis of tourism development and social development. Journal of Environmental Management and Tourism, 12(2), 487–494. Scopus. https://doi.org/10.14505//jemt.12.2(50).16
Amoah, J., Belás, J., Khan, K. A., & Metzker, Z. (2021). Antecedents of Sustainable SMEs in the Social Media Space: A Partial Least Square-Structural Equation Modeling (PLS-SEM) Approach. Management and Marketing, 16(1), 26–46. Scopus. https://doi.org/10.2478/mmcks-2021-0003
Anuvareepong, S. (2017). The assessment of hospitality and tourism SMEs awareness on the use of mobile technology and Internet services—A case study of hotel businesses in Thailand. Proc. - Int. Conf. Sci. Inf. Technol., ICSITech: Inf. Sci. Green Soc. Environ., 350–355. Scopus. https://doi.org/10.1109/ICSITech.2016.7852661
Armas-Arias, S., Páez-Quinde, C., Ballesteros-López, L., & López-Pérez, S. (2022). Decision Trees for the Analysis of Digital Marketing in the Tourism Industry: Tungurahua Case Study: Vol. 406 LNNS. Springer Science and Business Media Deutschland GmbH; Scopus. https://www.scopus.com/inward/record.uri?eid=2-s2.0-85125411476&doi=10.1007%2f978-3-030-96046-9_26&partnerID=40&md5=e6c257702571b6842c216f9f07dff07a
Athwal, N., Wells, V. K., Carrigan, M., & Henninger, C. E. (2019). Sustainable Luxury Marketing: A Synthesis and Research Agenda. International Journal of Management Reviews, 21(4), 405–426. Scopus.
https://doi.org/10.1111/ijmr.12195
Borden, D. S., Coles, T., & Shaw, G. (2017). Social marketing, sustainable tourism, and small/medium size tourism enterprises: Challenges and opportunities for changing guest behaviour. Journal of Sustainable Tourism, 25(7), 903–920. Scopus. https://doi.org/10.1080/09669582.2016.1270952
Chabowski, B. R., Gabrielsson, P., Hult, G. T. M., & Morgeson, F. V. (2023). Sustainable international business model innovations for a globalizing circular economy: A review and synthesis, integrative framework, and opportunities for future research. Journal of International Business Studies. Scopus. https://doi.org/10.1057/s41267-023-00652-9
Creswell, J. W., & Creswell, J. D. (2018). Research Design: Qualitative, Quantitative, and Mixed Methods Approaches (Fifth Edition). SAGE Publications, Inc.
Creswell, J. W., & Hirose, M. (2019). Mixed methods and survey research in family medicine and community health. Family Medicine and Community Health, 7(2), e000086. https://doi.org/10.1136/fmch-2018-000086
Khwunnak, C., & Chailom, P. (2021). Impact of Innovation on Operational Efficiency of Tourism Community Enterprises in Thailand. International Journal of Computing and Digital Systems, 11(1), 791–799. Scopus.
https://doi.org/10.12785/IJCDS/110164
Kotler, P., & Armstrong, G. (2018). Principles of Marketing 17th Global Edition.
Kotler, P., & Keller, K. L. (2016). Marketing Management Global Edition (Vol. 15E). https://www.academia.edu/34621802/Kotler_and_Keller_Marketing_Management_15th_Global_Ed._2016_
Laužikas, M., & Miliūtė, A. (2020). Impacts of modern technologies on sustainable communication of civil service organizations. Entrepreneurship and Sustainability Issues, 7(3), 2494–2509. Scopus. https://doi.org/10.9770/jesi.2020.7.3(69)
Miles, M. B., & Huberman, A. M. (1994a). Qualitative Data Analysis: An Expanded Sourcebook (2nd ed.). SAGE Publications, Inc.
https://vivauniversity.files.wordpress.com/2013/11/milesandhuberman1994.pdf
Miles, M. B., & Huberman, M. A. (1994b). Qualitative _Data Analysis.pdf (Second Edi). SAGE Publications Inc.
Muhammad, H., Handayani, P. W., Rifki Shihab, M., & Azzahro, F. (2019). The development of digital marketing strategy for tourism startup: A case study of atourin. 11th International Conference on Advanced Computer Science and Information Systems, ICACSIS 2019, 337–342.
https://doi.org/10.1109/ICACSIS47736.2019.8979797
OECD. (2020, April 3). OECD Tourism Trends and Policies 2020. OECD Tourism Trends and Policies 2020. https://www.oecd-ilibrary.org/urban-rural-and-regional-development/oecd-tourism-trends-and-policies-2020_6b47b985-en
Paredes-Atencio, L., Martos, R. L., Malpica-Rodríguez, M., & Pérez-Aguilar, D. A. (2022). Relevance of Social Media Marketing in a Social Commerce emerged in times of pandemic. In Larrondo Petrie M.M., Texier J., Pena A., & Viloria J.A.S. (Eds.), Proc. LACCEI int. Multi-conf. Eng. Educ. Technol. (Vols. 2022-July). Latin American and Caribbean Consortium of Engineering Institutions; Scopus.
https://doi.org/10.18687/LACCEI2022.1.1.568
Pohludka, M., & Štverková, H. (2019). The best practice of CRM implementation for small-and medium-sized enterprises. Administrative Sciences, 9(1). Scopus. https://doi.org/10.3390/admsci9010022
Rahman, Z., Agrawal, A. K., & Kumar, D. (2017). An ISM approach for modelling the enablers of sustainability in market-oriented firms. International Journal of Business Excellence, 12(1), 23–23. https://doi.org/10.1504/ijbex.2017.10003900
Safanta, A., Shihab, M. R., Budi, N. F. A., Hastiadi, F. F., & Budi, I. (2019). Digital marketing strategy for laboratories marketplace. J. Phys. Conf. Ser., 1196(1). Scopus. https://doi.org/10.1088/1742-6596/1196/1/012078
Salindri, Y. A., Sulistyo, A., Annisa, R. N., Hadianto, F., & Arifkusuma, M. B. (2022). Pemberdayaan UKM YAD Blangkon Yogyakarta Melalui Pemasaran Berbasis Digital Sebagai Upaya Menembus Pasar Global. Jurnal Inovasi dan Pengabdian Masyarakat Indonesia, Vol.1No. 4, 41–46.
Salvador, R., Søberg, P. V., Jørgensen, M. S., Schmidt-Kallesøe, L.-L., & Larsen, S. B. (2023). Explaining sustainability performance and maturity in SMEs – Learnings from a 100-participant sustainability innovation project. Journal of Cleaner Production, 419. Scopus. https://doi.org/10.1016/j.jclepro.2023.138248
Santika, E. (2023, February 2). Jumlah UMKM di Indonesia Sepanjang 2022, Provinsi Mana Terbanyak? Jumlah UMKM Versi Kemenkop UKM (2022). https://databoks.katadata.co.id/datapublish/2023/02/02
Shultz, C. J. (2022). Macroservicing: A commentary on services as constructive engagement for sustainable peace, prosperity and well-being. Journal of Services Marketing, 36(7), 877–884. Scopus. https://doi.org/10.1108/JSM-06-2022-0221
Sulistyo, A. (2021). Sme’s Strategy in Creating Sustainable Business During Covid-19 Towards the New Normal Era Based on Marketing Mix Perspective: Proceedings of the International Conference on Health and Medical
Sciences (AHMS 2020). International Conference on Health and Medical Sciences (AHMS 2020), Yogyakarta, Indonesia. https://doi.org/10.2991/ahsr.k.210127.044
Tardan, P. P., Shihab, M. R., & Yudhoatmojo, S. B. (2017). Digital marketing strategy for mobile commerce collaborative consumption startups. Int. Conf. Inf. Technol. Syst. Innov., ICITSI - Proc., 2018-January, 309–314. Scopus.
https://doi.org/10.1109/ICITSI.2017.8267962
Wibowo, B. Y., & Setyawan, N. A. (2024). The Sustainability of Lasem Batik in Terms of Green Marketing and Brand Quality. Quality - Access to Success, 25(198), 284–291. Scopus. https://doi.org/10.47750/QAS/25.198.31
Yin, R. K. (2003). Case Study Research ; Design and Methods (Third, Vol. 5).
Published
2025-03-01
How to Cite
Yudiandri, T., Fitriana, F., Buchori, A., & Sulistyo, A. (2025). IMPLEMENTATION OF DIGITAL-BASED MARKETING IN CREATING SUSTAINABLE BUSINESS THROUGH SOSTAC ANALYSIS. Journal of Management : Small and Medium Enterprises (SMEs), 18(1), 353-365. https://doi.org/10.35508/jom.v18i1.19335
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