Implementation of Digital Marketing in Increasing Customers at PT. Banua Mentor Pratama
DOI:
https://doi.org/10.58857/JHCSE.2025.v02.i01.p02Keywords:
Digital Marketing, WhatsApp Business, Instagram, TikTok, CustomersAbstract
This study focuses on the implementation of digital marketing carried out by PT Banua Mentor Pratama through the social media platforms WhatsApp Business, Instagram, and TikTok to increase the number of customers using private tutoring services. The results of the study show that although digital marketing has a positive effect on increasing the number of customers, the impact is not significant. However, companies that are active in digital marketing tend to experience an increase in the number of customers, which indicates a positive correlation between the level of online interaction and customer base growth. The increase in customers is more visible in the use of Instagram Ads and WhatsApp Business, while TikTok plays a greater role in expanding the market by increasing profile visits.
This study suggests that although digital marketing provides good results, PT Banua Mentor needs to improve and enhance the quality of the content posted, and focus more on the distribution of educational content. Digital marketing opens up great opportunities for business development and needs to be maximized, considering the transformation from conventional marketing to digital which is very important in facing increasingly tight economic competition. To achieve more significant results, companies must develop more targeted strategies and utilize the features available on social media platforms more optimally.
Downloads
References
Agustian, K., Mubarok, E. S., Zen, A., Wiwin, W., & Malik, A. J. (2023). The Impact of Digital Transformation on Business Models and Competitive Advantage. J.Technology;J.Society Perspective, 1(2), 79–93. https://doi.org/10.61100/tacit.v1i2.55
Almohaimmeed, B. (2019). The Effects of Social Media Marketing Antecedents on Social Media Marketing, Brand Loyalty and Purchase Intention: A Customer Perspective. Journal of Business & Retail Management Research, 13(04). https://doi.org/10.24052/jbrmr/v13is04/art-13
Ambili, K. (2023). Navigating Growth: Unraveling the Interplay Between Marketing Strategies and Social Media in the Economic Development of Nations. International Journal of Science and Research Archive, 10(2), 1144–1151. https://doi.org/10.30574/ijsra.2023.10.2.1088
Amin, Mhd., Nasution, A. P., Sambodo, I. M., Hasibuan, M. I., & Ritonga, W. A. (2021). Analisis Pengaruh Pemasaran Media Sosial Terhadap Minat Beli Produk Online Dengan Manajemen Hubungan Pelanggan Dan Ekuitas Merek Sebagai Variabel Mediasi. Ecobisma (Jurnal Ekonomi Bisnis Dan Manajemen), 8(1), 122–137. https://doi.org/10.36987/ecobi.v8i1.2443
Anggraini, P. N., & Sukaris, S. (2023). Pengelolaan Media Sosial Instagram, Tiktok Dan Facebook Sebagai Sarana Digital Marketing Di Restoran Ayam Geprek Mangsoetta. Innovative Journal of Social Science Research, 3(3), 3029–3040. https://doi.org/10.31004/innovative.v3i3.2226
Arianto, B. (2022). Peran Media Sosial Dalam Penguatan Komunikasi Bisnis Kewargaan Di Era Ekonomi Digital. Jurnal Ekonomi Perjuangan, 4(2), 132–146. https://doi.org/10.36423/jumper.v4i2.1148
Ashdaq, M., Alam, S., Aris, V., & Mandasari, N. F. (2024). The Role of Brand Loyalty in the Relationship Between Marketing Through Social Media to Purchase Intentions of Cosmetic Products: The Perspective of Female College Students in Makassar City, Indonesia. International Journal of Social Science and Human Research, 7(05). https://doi.org/10.47191/ijsshr/v7-i05-79
Astari, N. (2021). A Literature Review: Digital Marketing Trends in Indonesia During the COVID-19 Pandemic. Channel Jurnal Komunikasi, 9(2), 125. https://doi.org/10.12928/channel.v9i2.20836
Bian, Q. (2021). Social Media Marketing Optimization Method Based on Deep Neural Network and Evolutionary Algorithm. Scientific Programming, 2021, 1–11. https://doi.org/10.1155/2021/5626351
Bruce, E., Shurong, Z., Du, Y., Yaqi, M., Amoah, J., & Egala, S. B. (2023). The Effect of Digital Marketing Adoption on SMEs Sustainable Growth: Empirical Evidence From Ghana. Sustainability, 15(6), 4760. https://doi.org/10.3390/su15064760
Chen, C.-L., Lin, Y.-C., Chen, W.-H., Chao, C.-F., & Pandia, H. (2021). Role of Government to Enhance Digital Transformation in Small Service Business. Sustainability, 13(3), 1028. https://doi.org/10.3390/su13031028
Ellitan, L. (2022). The Role of Social Media Marketing, Brand Awareness and E-Wom to Increase Purchase Decision. Ekoma Jurnal Ekonomi Manajemen Akuntansi, 2(1), 115–122. https://doi.org/10.56799/ekoma.v2i1.882
Fierro, I., Arbeláez, D. C., & Gavilanez, J. (2017). Marketing Digital: Una Nueva Herramienta Para Internacionalizar La Educación. Revista Científica Pensamiento Y Gestión, 43, 220–240. https://doi.org/10.14482/pege.43.10594
Gardašević, J., Carić, M., & Brkanlić, S. (2021). The Importance of the Facebook Usage in the Development of Women’s Entrepreneurship. https://doi.org/10.4995/inn2021.2021.13296
Genaro, S., & Rifiyanti, H. (2023). Analyzing the Applications and Implications of Current Emerging Technologies on Digital Trends. International Journal Education and Computer Studies (Ijecs), 3(3), 67–71. https://doi.org/10.35870/ijecs.v3i3.1452
Gökerik, M. (2024). The Mediating Role of Brand Trust in the Effect of Social Media Marketing on Repurchase Behaviour. Turkish Journal of Marketing, 9(2), 36–51. https://doi.org/10.30685/tujom.v9i2.195
Hadiyati, E., Mulyono, R. S., & Gunadi, G. (2024). Digital Marketing as a Determinant Variable for Improving the Business Performance. Innovative Marketing, 20(3), 28–41. https://doi.org/10.21511/im.20(3).2024.03
Handayani, T., HS, S., Priyatno, P. D., Matondang, N., & Supriadi, Y. N. (2023). Digital Marketing Development Strategy for Sharia Consumer Cooperatives With Business Model Canvas. International Journal of Business Technology and Organizational Behavior (Ijbtob), 3(5), 347–354. https://doi.org/10.52218/ijbtob.v3i5.290
Herdiyani, S., Barkah, C. S., Auliana, L., & Sukoco, I. (2022). Peranan Media Sosial Dalam Mengembangkan Suatu Bisnis: Literature Review. Jurnal Administrasi Bisnis, 18(2), 103–121. https://doi.org/10.26593/jab.v18i2.5878.103-121
Hofacker, C. F., Gölgeci, İ., Pillai, K. G., & Gligor, D. (2020). Digital Marketing and Business-to-Business Relationships: A Close Look at the Interface and a Roadmap for the Future. European Journal of Marketing, 54(6), 1161–1179. https://doi.org/10.1108/ejm-04-2020-0247
Huang, X. (2024). Development Problems and New Paths of Small and Medium-Sized Enterprises Under the Background of Digital Economy. Lecture Notes in Education Psychology and Public Media, 50(1), 117–123. https://doi.org/10.54254/2753-7048/50/20240904
Irawan, R. J., Isroni, I., Adhi, S. B., & Suharyadi, D. (2024). Revolusi Tiktok: Mendefinisikan Ulang Pemasaran Media Sosial. Journal of Economic Bussines and Accounting (Costing), 7(3), 6164–6172. https://doi.org/10.31539/costing.v7i3.9720
Isnanto, B., & Saputro, S. H. (2024). Analisis Pengaruh Faktor-Faktor Kunci Loyalitas Konsumen: Mengungkap Rahasia Keberhasilan Bisnis Di Era Kompetitif. Isoquant Jurnal Ekonomi Manajemen Dan Akuntansi, 8(1), 64–78. https://doi.org/10.24269/iso.v8i1.2641
Kamuri, K. J. (2021). Analisis Peran Digital Content Marketing Bagi Wirausaha Milenial Di Kota Kupang Dalam Masa Pandemi Covid-19. Journal of Management Small and Medium Enterprises (Smes), 14(2), 225–238. https://doi.org/10.35508/jom.v14i2.4784
Karen, K., & Zai, I. (2022). Analyzing the Effects of Digital Marketing on Brand Awareness Among Internet Users. MBR (Management and Business Review), 6(2). https://doi.org/10.21067/mbr.v6i2.7298
Koesharijadi, K., Merthayasa, A. A. A., & Nendi, I. (2022). Development of Digital Marketing Strategy and Service Quality Using Social Media Towards Digital Economy. Journal of Social Science, 3(4), 799–804. https://doi.org/10.46799/jss.v3i4.375
Kovanovienė, V., Mačytė, R., Petkevičiūtė, R., & Zaikauskaitė, G. (2019). The Influence of Marketing Tools on Consumer Behavior and Its Assessment. Vilnius University Open Series, 2, 42–48. https://doi.org/10.15388/openseries.2019.18402
Kusuma, A. N., Ruhiyat, D., Yulianti, S., Damayani, A., Firdaus, P., & Nafisah, I. S. (2024). Analisis Penggunan Media Sosial Untuk Peningkatan UMKM Di Kawasan Cadas Pangeran Sumedang. Jurnal Digital Bisnis Modal Manusia Marketing Entrepreneurship Finance & Strategi Bisnis (Dimmensi), 4(1), 9. https://doi.org/10.32897/dimmensi.v4i1.3408
Lestari, S. (2022). DIGITAL MARKETING STRATEGY FOR MSMEs IN THE VUCA ERA (Volatility, Uncertainty, Complexity, and Ambiguity). Journal of Humanities Social Sciences and Business (Jhssb), 2(1), 47–53. https://doi.org/10.55047/jhssb.v2i1.370
Mala, I. K., Mukhlis, I., Murwani, F. D., & Anam, C. (2024). Export-Based MSME Internationalization Development Strategy: Digital Marketing and Digital Leadership in Indonesia. Asian Journal of Management Analytics, 3(2), 439–448. https://doi.org/10.55927/ajma.v3i2.8674
Malenko, M., & Shabala, Y. (2024). Integration of Artificial Intelligence With Web3 Technologies for Affiliate Marketing: Review and Analysis. Pidvodni Tehnologii, 1(14), 62–70. https://doi.org/10.32347/uwt.2024.14.1205
Mardiani, E., Utami, E. Y., & Mujahid, M. U. F. (2023). B2B Digital Marketing and ROI Measurement: Challenges and Opportunities in the Business-to-Business Industry for MSMEs in Indonesia. West Science Interdisciplinary Studies, 1(09), 867–875. https://doi.org/10.58812/wsis.v1i09.249
Marszałek, P., & Ratajczak‐Mrozek, M. (2021). Introduction: Digitalization as a Driver of the Contemporary Economy. 1–15. https://doi.org/10.1007/978-3-030-83360-2_1
Mona, N., & Audini, Y. (2023). Digital Marketing Strategy for Medical Supplier Company in Covid-19 Pandemic Era. International Journal of Multidisciplinary Applied Business and Education Research, 4(11), 4135–4143. https://doi.org/10.11594/ijmaber.04.11.30
Noveriyanto, B. (2021). Digital Integrated Marketing Communications (Dimc) Activities of Digital Products Financial Technology (Fintech) “Alami.” Profetik Jurnal Komunikasi, 14(1), 60. https://doi.org/10.14421/pjk.v14i1.2017
Nugraha, H. P. (2021). Pengaruh Elemen Pemasaran Media Sosial Terhadap Keterlibatan Konsumen Pada Merek, Kesadaran Merek Dan Citra Merek. Jurnal Indonesia Sosial Teknologi, 2(10), 1788–1799. https://doi.org/10.36418/jist.v2i10.252
Pascucci, F., Savelli, E., & Gistri, G. (2023). How Digital Technologies Reshape Marketing: Evidence From a Qualitative Investigation. Italian Journal of Marketing. https://doi.org/10.1007/s43039-023-00063-6
Pranata, S., Narimawati, U., & Syafei, M. Y. (2024). Content Marketing, Social Media Marketing and Search Engine Optimization (SEO) on Successful Business Performance in Msmes in Cirebon City With Digital Literacy as an Intervening Variabl. Jurnal Riset Ekonomi Manajemen (Rekomen), 7(1), 272–283. https://doi.org/10.31002/rekomen.v7i1.1426
Purnomo, Y. J. (2023). Digital Marketing Strategy to Increase Sales Conversion on E-Commerce Platforms. Journal of Contemporary Administration and Management (Adman), 1(2), 54–62. https://doi.org/10.61100/adman.v1i2.23
Santoso, E. L., Vivian, W., & Prasetyaningtyas, S. W. (2022). Analysis of Digital Marketing Processes to Improve Business Performance: Foods and Beverages MSMEs in Indonesia. Journal of Social Science, 3(1), 66–78. https://doi.org/10.46799/jss.v3i1.289
Sayudin, S., Kartono, K., & Curatman, A. (2023). Increasing Business Effectiveness Through the Implementation of an Integrated Digital Marketing Strategy. Journal of World Science, 2(11), 1908–1913. https://doi.org/10.58344/jws.v2i11.478
Siddiqueee, Md. S. H., & Ali, Md. M. (2024). Conquering Digital Marketing: Powerful Strategies for Accelerating Business Growth. Ijbe, 1(4), 1–13. https://doi.org/10.62304/ijbm.v1i04.194
Sofyan, A. (2024). The Role of Digital Innovation in Business Growth. Productivity, 1(1), 198–205. https://doi.org/10.62207/qt9czf42
Syafrina, A. E., & Alfarisi, M. R. (2024). Penggunaan Media Sosial Facebook Sebagai Sarana Komunikasi Dan Informasi Di Kalangan Remaja (Studi Deskriptif Pada Remaja Di Alamanda Regency Blok M.5 RT 005/027). Komaskam, 3(2). https://doi.org/10.31599/zyyd3813
Syaiful, I. A., & Sari, A. V. K. (2017). Faktor-Faktor Yang Memengaruhi Perilaku Konsumen Dalam Bertransaksi Di Media Sosial. Psikohumaniora Jurnal Penelitian Psikologi, 1(1), 95. https://doi.org/10.21580/pjpp.v1i1.904
Tan, M. (2023). Digital Marketing Logic, Mechanism, Strategy and Evaluation. Advances in Economics Management and Political Sciences, 33(1), 46–53. https://doi.org/10.54254/2754-1169/33/20231631
Utami, H. N. (2023). Potensi Ritel Pangan Berbasis Perdagangan Digital Dengan Memahami Perilaku Konsumen: Perspektif Pelaku Agribisnis. Mimbar Agribisnis Jurnal Pemikiran Masyarakat Ilmiah Berwawasan Agribisnis, 9(2), 1503. https://doi.org/10.25157/ma.v9i2.9795
Vania, A., & Fikriah, N. L. (2023). The Impact of Creative Digital Marketing on the Sustainability of MSME Businesses: A Mediating Role of Marketing Performance. Jurnal Ilmiah Manajemen Dan Bisnis, 8(2), 141–150. https://doi.org/10.38043/jimb.v8i2.4546
Wahyuni, N., & Rusidah, S. (2024). Small Business Development Strategy Through Go Digital in the Martapura Snakehead Fish Floss Business as a Regional Superior Product. International Journal of Entrepreneurship Business and Creative Economy, 4(2), 94–107. https://doi.org/10.31098/ijebce.v4i2.2034
Warsiman, W., Ekowati, D., Kholisoh, L., Supardi, S., & Susilawati, R. (2024). The Influence of Entrepreneurship and Digital Marketing on Sustainable Economic Development. Ijbe (Integrated Journal of Business and Economics), 8(1), 667. https://doi.org/10.33019/ijbe.v8i1.816
Widahartana, I. P. E., Ketut, S. I., & Made, R. E. I. (2021). Efektivitas Penerapan Iklan Digital Pada Era Marketing 4.0 Di Hotel Grand Mirage Resort Bali. Jurnal Bisnis Hospitaliti, 10(2), 84–93. https://doi.org/10.52352/jbh.v10i2.484
Wijaya, H. (2024). Impact of Digital Marketing and Intellectual Capital on Business Performance (Case Study of SMEs in Depok City, West Java). Best Journal of Administration and Management, 2(4), 183–189. https://doi.org/10.56403/bejam.v2i4.186
Zakaria, H. (2022). Smart Government Initiatives: Identifying How Governments Are Fostering Digital Change. Technoarate Transactions on Entrepreneurship and International Business, 1(2). https://doi.org/10.36647/tteib/01.02.art004
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 Journal of Humanities, Community Service, and Empowerment
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
