Measuring the Economic Impact of Integrating Digital Business Information Systems and Digital Marketing on Operations and Profitability
DOI:
https://doi.org/10.37385/ijedr.v5i5.6534Keywords:
information system, digital business, digital marketing, operational, profitabilityAbstract
This study aims to identify the role of digital business information systems in improving the operational efficiency of villas in Ubud, identify the impact of digital marketing strategies to increase the profitability of villas in Ubud, identify the effect of integration between digital business information systems and digital marketing to improve profitability and operations in Ubud villas, as well as to determine the significance of the contribution of integration of digital business information systems and digital marketing in improving the quality of Service and customer satisfaction in Ubud villas. The type of data used in the study is quantitative data. The results showed that digital business information systems have a significant role in improving the operational efficiency of villas in Ubud. This technology facilitates more effective operational management. On the other hand, digital marketing strategies are proven to contribute positively to increasing villa's profitability, although their effect on operational efficiency is statistically insignificant. Integration between digital information systems and digital marketing has a stronger positive impact on operational efficiency and profitability, showing that the combination of these two factors is more effective than implementing each separately. In addition, this integration also improves the quality of Service and customer satisfaction, which in turn strengthens the competitiveness of the villa. Overall, these findings emphasize the importance of an integrated approach between Information Technology and digital marketing in achieving optimal operational and financial results in the villa sector in Ubud.
References
Chaffey, D. (2015). Digital Business and E-Commerce Management: Strategy, Implementation and Practice (6th ed.). London: Pearson.
Finaka, A. W., Nurhanisah, Y., & Putra, G. D. (2020). 10 “Bali” Baru, Tingkatkan Kunjungan Wisatawan.
Gillpatrick, T. (2019). The Digital Transformation of Marketing: Impact on Marketing Practice & Markets. ECONOMICS, 7(2), 139–156. https://doi.org/10.2478/eoik-2019-0023
Heizer, J., Render, B., & Munson, C. (2017). Operations Management: Sustainability and Supply Chain Management (12th ed.). Boston: Pearson Education.
Indrayanti, E. (2023). Integrasi Sistem Layanan Digital (1st ed.; Karmila, Ed.). CV Cendekia Press.
Isdarmanto. (2017). Dasar-Dasar Kepariwisataan dan Pengelolaan Destinasi Pariwisata (1st ed.). Yogyakarta: Perpustakaan Nasional.
Kurniawati, R., Alrasyid, H., & Hardaningtyas, R. T. (2024). Pengaruh Digitalisasi terhadap Profitabilitas Bank Umum Syariah Periode 2019-2023. Warta Ekonomi, 7(1), 168–184.
Mariani. (2022). Manajemen Operasional pada Proses Produksi Perusahaan. Jurnal Ekonomi Dan Manajemen, 2(1), 95–108.
Panjaitan, W. J., & Lupiana, F. (2023). Penerapan Transformasi Digital dan Hambatannya pada Industri Kuliner di Indonesia. Jurnal Riset Manajemen Dan Ekonomi, 1(2), 278–301. https://doi.org/10.54066/jrime-itb.v1i2.650
Priatna, H. (2016). Pengukuran Kinerja Perusahaan dengan Rasio Profitabilitas. Jurnal Ilmiah Akuntansi, 7(2), 44–53.
Rahayu, A. P., Budyartati, S., Dewantara, A. H., Rohani, T., & Hikmawati, N. (2023). Dampak Desa Wisata pada Kehidupan Masyarakat. Masyarakat Berdaya Dan Inovasi, 4(1), 71–79. https://doi.org/10.30874/MAYADANI.v1i1.00001
Santoso, J. T. (2023). Aplikasi AI dan Machine Learning dalam Bisnis. Yayasan Prima Agus Teknik.
Sifwah, M. A., Nikhal, Z. Z., Dewi, A. P., Nurcahyani, N., & Latifah, R. N. (2024). Penerapan Digital Marketing sebagai Strategi Pemasaran untuk Meningkatkan Daya Saing UMKM. MANTAP: Jurnal of Management Accounting, Tax and Production, 2(1), 109–118.
Sriwendiah, S., & Nusa, P. (2021). Pengaruh Customer Relationship Management (CRM) terhadap Loyalitas Pelanggan Lembah Sarimas Resort Hotel. Jurnal Bisnis, 9(1).
Wijaya, M. (2018). Manajemen dan Kerangka Kerja Implementasi Rekayasa Proses Bisnis. Media Informatika, 17(125–134).
Wijoyo, A., Ichsani, D., Chotimah, I. N., Affia, N. P., & Anggana, N. (2023). Pengaruh Sistem Informasi terhadap Efisiensi Operasional Perusahaan. TEKNOBIS: Jurnal Teknologi, Bisnis Dan Pendidikan, 1(2), 1–8.
Wynn, M., & Jones, P. (2022). IT Strategy in the Hotel Industry in the Digital Era. Sustainability, 14(17), 10705. https://doi.org/10.3390/su141710705
Zentner, H., Gra?an, D., & Barki?ija Sotošek, M. (2022). Digital Business Models in the Hospitality Sector: Comparing Hotel Bookings with Yacht Charter Bookings. Sustainability, 14(19), 12755. https://doi.org/10.3390/su141912755