Main Article Content
Abstract
Makalah ini bertujuan mengkaji optimalisasi kinerja digital marketing pada perusahaan jasa melalui pendekatan efisiensi biaya, efektivitas pendapatan, dan produktivitas. Latar belakang kajian ini didasarkan pada perkembangan teknologi digital yang mendorong perusahaan jasa untuk menyesuaikan strategi pemasaran dari pendekatan konvensional menjadi lebih terukur, efisien, dan berbasis data. Dalam konteks tersebut, digital marketing tidak hanya berfungsi sebagai sarana promosi, tetapi juga sebagai instrumen strategis untuk meningkatkan pendapatan serta memperkuat daya saing perusahaan jasa di era digital.
Article Details
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
References
- Achabal, D. D., Clara, U. S., Clara, S., Heineke, J. M., Clara, U. S., Clara, S., Mcintyre, S. H., Asosiasi, P., & Pemasaran, D. (1984). Isu dan Perspektif tentang Produktivitas Ritel. 60.
- Barney, J. B. (1991). Firm resources and sustained competitive advantage. Journal of Management. Journal of Management, 17(1), 99–120.
- Boote, D. & P. B. (2005). Scholars Before Researchers: On the Centrality of the Dissertation Literature Review in Research Preparation. https://do.
- Brown, J. R., & Dev, C. S. (2000). Improving productivity in a service business: Evidence from the hotel industry. Journal of Service Research, 2(4), 339–354.
- Chaffey, D., & Ellis-Chadwick, F. (2019). Pemasaran Digital: Strategi dan Implementasi.
- Charnes, A., et al. (1978). Measuring the efficiency of decision-making units. European Journal of Operational Research, 2.(6), 429–444.
- Cooper, D. R., & Schindler, P. S. (2014). Business research methods (12th ed.). McGraw-Hill Education.
- Cooper, W. W., Seiford, L. M., & Tone, K. (2000). Data envelopment analysis: A comprehensive text with models, applications, references, and DEA-solver software. Kluwer Academic Publishers.
- Court, J., et al. (2002). Assessing Governance: Methodological Challenges.
- Creswell, J. W. (2018). Research design: Qualitative, quantitative, and mixed methods approaches (5th ed.). SAGE Publications.
- Dolok Saribu, A. (2025). Akuntansi Manajemen Lanjutan (Advanced Management Accounting). LPPM UHN PRESS.
- Emrouznejad, A., & Yang, G. L. (2018). A survey and analysis of the first 40 years of scholarly literature in DEA: 1978–2016. Socio-Economic Planning Sciences, 61, 4–8.
- Ghose & Yang. (2009). An Empirical Analysis of Search Engine Advertising: Sponsored Search in Electronic Markets. https://doi.org/10.2139/ssrn.1022467
- Grönroos, C. & Ojasalo, K. (2004). Service Productivity: Towards a Conceptualization of the Transformation of Inputs into. Journal of Business Research. http://dx.doi.org/10.1016/S0148-2963(02)00275-8
- Gronroos, Christian, K. O. (2004). Produktivitas layanan: Menuju Konseptualisasi transformasi input menjadi hasil ekonomi dalam layanan. 57(4), 414–423.
- Hanssens, D. M., Parsons, L. J., & Schultz, R. L. (2001). Market response models: Econometric and time series analysis. Kluwer Academic Publishers.
- Hollebeek, L. D., & Macky, K. (2019). Digital content marketing’s role in fostering consumer engagement, trust, and value: Framework, fundamental propositions, and implications. Journal of Interactive Marketing, 45(1), 27–41.
- Intan, Rama., dkk. (2024). Pengaruh Strategi Pemasaran Digital Terhadap Efisiensi , Efektivitas ,. 4, 7436–7443.
References
Achabal, D. D., Clara, U. S., Clara, S., Heineke, J. M., Clara, U. S., Clara, S., Mcintyre, S. H., Asosiasi, P., & Pemasaran, D. (1984). Isu dan Perspektif tentang Produktivitas Ritel. 60.
Barney, J. B. (1991). Firm resources and sustained competitive advantage. Journal of Management. Journal of Management, 17(1), 99–120.
Boote, D. & P. B. (2005). Scholars Before Researchers: On the Centrality of the Dissertation Literature Review in Research Preparation. https://do.
Brown, J. R., & Dev, C. S. (2000). Improving productivity in a service business: Evidence from the hotel industry. Journal of Service Research, 2(4), 339–354.
Chaffey, D., & Ellis-Chadwick, F. (2019). Pemasaran Digital: Strategi dan Implementasi.
Charnes, A., et al. (1978). Measuring the efficiency of decision-making units. European Journal of Operational Research, 2.(6), 429–444.
Cooper, D. R., & Schindler, P. S. (2014). Business research methods (12th ed.). McGraw-Hill Education.
Cooper, W. W., Seiford, L. M., & Tone, K. (2000). Data envelopment analysis: A comprehensive text with models, applications, references, and DEA-solver software. Kluwer Academic Publishers.
Court, J., et al. (2002). Assessing Governance: Methodological Challenges.
Creswell, J. W. (2018). Research design: Qualitative, quantitative, and mixed methods approaches (5th ed.). SAGE Publications.
Dolok Saribu, A. (2025). Akuntansi Manajemen Lanjutan (Advanced Management Accounting). LPPM UHN PRESS.
Emrouznejad, A., & Yang, G. L. (2018). A survey and analysis of the first 40 years of scholarly literature in DEA: 1978–2016. Socio-Economic Planning Sciences, 61, 4–8.
Ghose & Yang. (2009). An Empirical Analysis of Search Engine Advertising: Sponsored Search in Electronic Markets. https://doi.org/10.2139/ssrn.1022467
Grönroos, C. & Ojasalo, K. (2004). Service Productivity: Towards a Conceptualization of the Transformation of Inputs into. Journal of Business Research. http://dx.doi.org/10.1016/S0148-2963(02)00275-8
Gronroos, Christian, K. O. (2004). Produktivitas layanan: Menuju Konseptualisasi transformasi input menjadi hasil ekonomi dalam layanan. 57(4), 414–423.
Hanssens, D. M., Parsons, L. J., & Schultz, R. L. (2001). Market response models: Econometric and time series analysis. Kluwer Academic Publishers.
Hollebeek, L. D., & Macky, K. (2019). Digital content marketing’s role in fostering consumer engagement, trust, and value: Framework, fundamental propositions, and implications. Journal of Interactive Marketing, 45(1), 27–41.
Intan, Rama., dkk. (2024). Pengaruh Strategi Pemasaran Digital Terhadap Efisiensi , Efektivitas ,. 4, 7436–7443.