Implementation of Digital Marketing at Pancasetia College of Economics and Distance Learning, Banjarmasin, South Kalimantan
DOI:
https://doi.org/10.55927/ijba.v5i4.15133Keywords:
Digital Marketing, Higher Education, Distance Learning, Social MediaAbstract
Integrating digital marketing technologies like e-commerce, social media, and marketplaces is essential in higher education, especially in open and remote learning settings like Pancasetia College of Economics, Banjarmasin. These resources are essential for boosting student engagement and brand exposure. This study investigates how to strategically use digital marketing to get beyond obstacles that are typically connected to distant learning. Using thematic analysis to understand data gathered from many digital marketing platforms, a case study approach was employed to offer a thorough examination of digital marketing strategies at Pancasetia College of Economics, Banjarmasin. Search engine optimization, social media interaction, and video marketing were the three main facets of digital marketing implementation that the study highlighted.
Inadequate internet connectivity, a lack of technological devices, a lack of expertise in content development, mismatched human resource qualifications, and excessive advertising expenses were among the main obstacles. This study provides information on how Pancasetia College of Economics in Banjarmasin may effectively use digital marketing to enhance accessibility and educational delivery.
Downloads
References
Afrilia , A. M. (2018). Digital marketing US a marketing communication strategy for Waroenk No General in increasing the number of consumers. JURKOM: Journal of Communication Research , 1 (1), 147–157. https://doi.org/10.24329/jurkom.v1i1.21
Aque , AJA, Madronero , IM, Nabasca , RB, Edig , MMN, & Buladaco , MVM (2021). Relationship between digital marketing and economic stability of online sellers in Panabo City. International Journal of Scientific Research and Engineering Development , 4 (1), 805–815.
Armutcu , B., Tan, A., Amponsah , M., Parida , S., & Ramkissoon , H. (2023). Tourist behavior : The role of digital marketing and social media. Acta Psychologica , 240 , 104025. https://doi.org/10.1016/j.actpsy.2023.104025
Atienza, M. A. & Tabuena , A. C. (2021). The impact of COVID-19 pandemic on managerial accounting and its adjustments in financial markets. International Journal of Business, Technology and Organizational Behavior , 1 (4), 287–296. https://doi.org/10.52218/ijbtob.v1i4.109
Biemans, W. (2023). The impact of digital tools on sales-marketing interactions and perceptions. Industrial Marketing Management , 115 , 395–407. https://doi.org/10.1016/j.indmarman.2023.10.015
Blut , M., Chaney, D., Lunardo , R., Mencarelli , R., & Grewal, D. (2023). Customer perceived value: A comprehensive meta-analysis. Journal of Service Research , 27 (October 2022), 501–524. https://doi.org/10.1177/10946705231222295
Chakti , A. G. (2019). The Book of Digital Marketing . Makassar: Celebes Media Mighty.
Clarke, V., & Braun, V. (2017). Thematic analysis. The Journal of Positive Psychology , 12 (3), 297–298. https://doi.org/10.1080/17439760.2016.1262613
Cuevas, J. M. (2018). The transformation of professional selling: Implications for leading the modern sales organization. Industrial Marketing Management , 69 , 198–208. https://doi.org/10.1016/j.indmarman.2017.12.017
Dawes, P.L., & Massey, G.R. (2006). A study of relationship effectiveness between marketing and sales managers in business markets. Journal of Business & Industrial Marketing , 21 (6), 346–360. https://doi.org/10.1108/08858620610690119
de Amorim, L.A., Sousa, B.B., Dias, A.L., & Santos, V.R. (2022). Exploring the outcomes of digital marketing on historic sites' visitor behavior . Journal of Cultural Heritage Management and Sustainable Development , 12 , 1–16. https://doi.org/doi.org/10.1108/JCHMSD-11-2021-0202
Deng, N., & Liu, J. (2021). Where did you take those photos? Tourists' preference clustering based on facial and background recognition. Journal of Destination Marketing & Management , 21 , 100632. https://doi.org/10.1016/j.jdmm.2021.100632
Dhawan, S. (2020). Online learning: A panacea in the time of COVID-19 crisis. Journal of Educational Technology Systems , 49 (1), 5–22. https://doi.org/10.1177/0047239520934018
Dolega , L., Rowe, F., & Branagan , E. (2021). Going digital? The impact of social media marketing on retail website traffic, orders and sales. Journal of Retailing and Consumer Services , 60 , 102501. https://doi.org/10.1016/j.jretconser.2021.102501
Edosomwan , S., Prakasan , S. K., Kouame, D., Watson, J., & Seymour, T. (2011). The history of social media and its impact on business. Journal of Applied Management an
d Entrepreneurship , 16 (3), 79–91.
Flores, MAJ, Tucay , KA, & Fernandez, H.M. (2021). E–commerce amidst COVID–19. International Journal of Conceptions on Management and Social Sciences , 7 (1), 1–8. https://dx.doi.org/10.2139/ssrn.3823164
Hasiholan , TP, Pratami , R., & Wahid, U. (2020). Utilization of social media Tik Tok as campaign media movement wash hand in Indonesia For prevent COVID-19. Communiverse: Journal Communication Studies , 5 (2), 70–80. https://doi.org/10.36341/cmv.v5i2.1278
Hendriyana. (2022). Optimizing Instagram digital marketing as a channel in the digital environment UPI Cibiru Campus students. J-ABDIPAMAS (Journal of Community Service) , 6 (1), 17-26. http://dx.doi.org/10.30734/j-abdipamas.v6i1.2227
Islam, MT (2021). Application of social media in the tourism industry: A review. SEISENCE Journal of Management , 4 (1), 59–68. https://doi.org/10.33215/sjom.v4i1.556
Jiang, S., Yeung, ACL, Han, Z., & Huo , B. (2023). The effect of customer and supplier concentrations on firm resilience during the COVID-19 pandemic: Resource dependence and power balancing. Journal of Operations Management , 69 (3), 497–518. https://doi.org/10.1002/joom.1236
Kaosiri , NY, Callarisa Fiol , L.J., Moliner Tena, M.A., Rodríguez Artola , R.M., & Sanchez Garcia, J. (2019). User-generated content sources in social media: A new approach to exploring tourist satisfaction. Journal of Travel Research , 58 (2), 253–265. https://doi.org/10.1177/0047287517746014
Kaur, M.T. (2017). Online marketing communication. Biz and Bytes , 8 (1), 132–137.
Kochling , A. (2021). Experiential marketing as a tool to enhance tourists' pre-travel online destination experiences? A web-based experiment. Journal of Destination Marketing & Management , 22 , 100669. https://doi.org/10.1016/j.jdmm.2021.100669
Kurniali, S. (2012). The influence of internet marketing on brand and performance at private universities in West Jakarta. Journal ComTech , 3 (1), 432–443. https://doi.org/10.21512/comtech.v3i1.2442
Kushe , S., Kandoth , S., & Shekhar, S. K., & Kandoth , S. (2024). The transformative impact of digital marketing on family business: A perspective article. Science Talks , 9 (February), 100310. https://doi.org/10.1016/j.sctalk.2024.100310
Leeflang , P.S.H., Verhoef , P.C., Dahlström , P., & Freundt , T. (2014). Challenges and solutions for marketing in a digital era. European Management Journal , 32 (1), 1–12. https://doi.org/10.1016/j.emj.2013.12.001
Liu, Z., & Park, S. (2015). What makes a useful online review? Implications for travel product websites.
Tourism Management, 47, 140–151. https://doi.org/10.1016/j.tourman.2014.09.020
Lita , RP, & Meuthia (2023). Mediating role of consumer trust in local food restaurants on the relationship between social media marketing and consumer purchase intention in Indonesia. Journal of Services Management and Marketing , 16 (1), 13–28. https://doi.org/10.25105/jmpj.v16i1.15513
Macnamara, J.R. (2010). The 21st century media (r)evolution: Emergent communication practices . Peter Lang Inc.
Miles, Matthew B., & Huberman, M. A. (1994). Qualitative Data Analysis: An Expanded Sourcebook . Mittal, A. (2013). E-commerce: It's impact on consumer behavior. Global Journal of Management and
Business Studies , 3 (2), 131–138.
Moore, M., & Kearsley , G. (2012). Distance Education: A Systems View of Online Learning (Wadsworth (ed.); 3rd Editio ). Belmont.
Mukhlis , IR (2023). Digital Marketing Strategy . PT. Sonpedia Publishing Indonesia.
Musyaffi , AM, Gurendrawati , E., Afriadi , B., Oli, MC, Widawati , Y., & Oktavia , R. (2022). Resistance of traditional SMEs in using digital payments: Development of innovation resistance theory. Human Behavior and Emerging Technologies , 2022 , 1–10. https://doi.org/10.1155/2022/7538042
Nazir, M.A., Rizwan, H., & Zhu, X. (2024). A thematic analysis of factors influencing small and medium enterprise adoption of social media marketing: A TOE framework perspective. Qualitative Market Research . https://doi.org/10.1108/QMR-10-2023-0143
Peterson, R. M., & Dover, H. F. (2021). Global perspectives of sales enablement: Constituents, services, and goals. Industrial MarketingManagement , 92 , 154–162. https://doi.org/10.1016/j.indmarman.2020.12.003
Public Relations of the District Secretariat . (2023). Indonesia's Competitiveness Ranking Rises to 34th Position . Secretariat Cabinet Republic of Indonesia. https://setkab.go.id/peringkat-daya-saing-indonesia-naik-ke-posisi- 34/
Puspitarini , DS, & Nuraeni , R. (2019). Utilization of social media as a promotional medium . Common Journal , 3 (1), 71–80. https://doi.org/10.34010/common.v3i1.1950
Rahmat, A. (2019). Evaluation of e-learning success from an information systems perspective (Open University case study). Journal of Management and Business Applications , 5 (3), 373–384. http://dx.doi.org/10.17358/jabm.5.3.373
Ramaj , B., & Ukaj , F. (2017). The Review of Theoretical Aspects of E-Marketing. International Journal of Economic Perspectives , 11 (4), 620–629. Retrieved from https://www.proquest.com/scholarly-journals/review-theoretical-aspect-e-marketing/docview/2188843909/se-2
Rollers. (2023). Gen Z travel trends & statistics in 2023 . https:// www.roller.software/blog/gen-z-travel- trends-and-statistics
Ryan, D. (2014). Understanding Digital Marketing . Kogan Page Limited.
Santos, K. E. S. (2020). On line marketing: Benefits and difficulties to on line business sellers. International Journal of Advanced Engineering Research and Science , 7 (3), 159–163. https://doi.org/10.22161/ijaers.73.27
Santoso , R., Fianto , A. Y. A., & Ardianto , N. (2020). Utilization digital marketing For Business development at the Permata Alam Permai Gedangan youth organization in Sidoarjo. Journal of Community Services , 4 (2), 326-338. https://doi.org/10.20473/jlm.v4i2.2020.326-338
Sari, OH (2023). Digital Marketing (Optimizing Digital Marketing Strategy) . PT. Sonpedia Publishing Indonesia.
Shabbir, MS, Jabeen , M., Aziz, DS, Abbasi, DBA, & Gul, A. (2020). Effects of e-marketing on growth of businesses: Evidence from Pakistani markets. International Journal of Advanced Science and Technology , 29 (7s), 2128–2140.
Shekhar, S. K., & Kandoth , S. (2024). The transformative impact of digital marketing on family business: A perspective article. Science Talks , 9, March 2024, 100310.
https://doi.org/10.1016/j.sctalk.2024.100310
Silaban , P. H., West Hutabarat , L., Please , A. D. K., & Octoyuda , E. (2022). Does destination promotion on social media affect visit intention? Empirical study on Instagram. Journal Management And Marketing Services , 15 (2), 147–160. https://doi.org/10.25105/jmpj.v15i2.13516
Simonson, M., Zvacek , S. M., & Smaldino , S. (2019). Teaching and learning at a distance: Foundations of distance education (7th edition ).
Wereda , W., & Bryczek -Wrobel, P. (2024). The integration of digital marketing solutions with industry
0 in enterprises in Poland–Aspects of management and security. European Research Studies Journal , 27 (2), 649–660.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 Rediyono
This work is licensed under a Creative Commons Attribution 4.0 International License.
