Dynamo Effects of Digital Marketing: Catalysing Dual Impact on
Post – Covid Tourism and Banking Sales
Khalisah Visiana
Faculty of Economics Business and Social Sciences, Universitas 17 Agustus 1945 Jakarta, Indonesia
Keywords: Digital Transformation, Sales, Digital Marketing, COVID-19, Tourism, Banking.
Abstract: During the COVID-19 pandemic in 2020, Indonesia experienced a contraction in economic growth which
caused deflation. In the third quarter of 2022, the rate of COVID-19 pandemic cases will be under control,
and this will encourage improvements in the national economic condition. The potential for tourism in
Indonesia makes the tourism industry an important economic sector, especially during the transition period
for economic recovery from the COVID-19 pandemic. The way tourism products are presented and promoted,
as well as the way consumers think, act and seek information, have changed radically. Technology has also
revolutionised the way people book their travel, using a variety of devices and channels. This can increase
sales of tourism companies, but it cannot be separated from the involvement of banking through its
intermediation role in financial transactions, so there is a reciprocal effect. This research aims to examine the
dynamo effect that arises from the use of digital marketing to increase income from sales and the double
impact or reciprocal relationship that occurs on income from sales of tourism companies and banking
companies post-COVID-19. To fulfil these objectives, research was conducted on tourism and banking
companies to provide answers to the research. The potential for tourism and the role of banking
intermediation, complemented by digital marketing, will drive national economic recovery.
1 INTRODUCTION
In 2020, Indonesia experienced economic contraction
and deflation due to the Covid-19 pandemic. The
government implemented regulations on Large-Scale
Social Restrictions to limit the spread of COVID-19
and restrict economic activity in society. A disruption
in the market's supply and demand can lead to
decreased productivity and consumption, ultimately
resulting in the disruption of a company's production
cycle and potential bankruptcy. The Central Bureau
of Statistics reports a decline in economic growth
from 5.02 percent in 2019 to 2.97 percent in 2020.
In the third quarter of 2022, the rate of COVID-19
cases has been under control, which has encouraged
improvements in the national economic conditions.
The domestic economy's growth has been on the rise
due to an increase in consumption, investment, and
exports. This is evidenced by the State Budget deficit
being maintained at 2.38 percent, inflation at 5.51
percent (YOY), and a decrease in unemployment to
5.86 percent. (Coordinating Ministry for Economic
Affairs Republic of Indonesia, n.d.; Wely Putri Melati
- Ministry of Finance of the Republic of Indonesia,
n.d.).
In 2023, the Public Health Emergency of
International Concern (PHEIC) status or public health
emergency for COVID-19 cases has been revoked
because it no longer meets three main criteria,
namely: unusual/extraordinary events, risk to
international health, and requiring cross-country
coordination.(Public Relations of the Cabinet
Secretariat of the Republic of Indonesia, n.d.) The
government has also stopped the implementation of
restrictions on community activities so that economic
activity has begun to increase.(Ministry of Finance of
the Republic of Indonesia, n.d.)
Indonesia is a country rich in natural beauty,
diverse ethnicities, culture, and ancestral heritage.
This is something to be proud of. This is an added
value to tourism potential in Indonesia, where this
potential can be maximized as best as possible to
improve the economy which leads to people's welfare
so that tourism becomes one of the important
economic sectors in Indonesia, especially during the
transition period of economic recovery from the
COVID-19 pandemic.(Ministry of Communication
Visiana, K.
Dynamo Effects of Digital Marketing: Catalysing Dual Impact on Post Covid Tourism and Banking Sales.
DOI: 10.5220/0012581800003821
Paper published under CC license (CC BY-NC-ND 4.0)
In Proceedings of the 4th International Seminar and Call for Paper (ISCP UTA ’45 JAKARTA 2023), pages 331-338
ISBN: 978-989-758-691-0; ISSN: 2828-853X
Proceedings Copyright © 2024 by SCITEPRESS Science and Technology Publications, Lda.
331
and Information, n.d.) However, the tourism industry
in Indonesia has been negatively impacted by the
COVID-19 pandemic so that the performance of the
tourism industry has decreased. The influx of foreign
tourists to Indonesia has significantly decreased,
resulting in a negative impact on the country's tourism
revenue. The implementation of strict social
distancing measures and travel restrictions has caused
a reduction in state income from the tourism sector by
IDR 20.7 billion (Ministry of Tourism and Creative
Economy of the Republic of Indonesia, n.d.).
According to the Ministry of Tourism and
Creative Economy/Tourism and Creative Economy
Agency, there are three phases for restoring tourism
companies: Emergency Response, Recovery, and
Normalization. Currently, Indonesia is in the
recovery phase and is moving towards normalization.
Therefore, it is crucial to utilize technological
innovation to enhance the performance of tourism
companies after the pandemic. To achieve this,
tourism companies must attract both domestic and
foreign tourists. Marketing activities are a significant
contributor to a company's financial performance.
This is because marketing serves as a competitive tool
for businesses to persuade potential customers to
choose their products and services.
The COVID-19 pandemic has altered
environmental conditions, specifically the shift from
traditional to digital, resulting in a significant increase
in demand for telecommunications services and
devices. Tourism companies must be able to adapt,
innovate and collaborate well to keep up with the
changing community actors and tourism trends. The
tourism sector has seen an increase in internet
penetration and smartphone usage, as well as the
impact of the COVID-19 pandemic, which has led to
a more effective and efficient flow of information in
the tourism circuit (Velentza & Metaxas, 2023).
The presentation and promotion of tourism
products, as well as consumer behaviour and
information-seeking habits, have undergone
significant changes. Technology has revolutionised
the booking process, with travellers using various
devices and channels to make their arrangements
(Sinclaire & Vogus, 2011). Digital marketing enables
businesses to reach a broader audience, measure
campaign results more accurately, and respond more
quickly to changing trends and consumer preferences.
This is crucial in today's digitally connected business
environment (Chandy et al., 2021).
From all the conditions that have been explained,
digital marketing is a marketing technique that is
suitable for marketing products and services today in
tourism companies to increase revenue from sales.
Digital marketing is not only suitable for tourism
companies but also other companies considering
changes in people's habits or the transition from
traditional to digital.
Digital marketing can be effectively applied to
banking companies, given their intermediation role,
which has a strategic impact on the economy and can
stimulate a country's economic growth. This strategic
impact is due to the fact that banks act as financial
intermediaries, supporting transactions between
countries, collecting funds from the public, and
allocating them effectively and efficiently to
productive sources (Schilling, 2023).
Tourism companies in Indonesia are facing
significant challenges and opportunities due to the
COVID-19 pandemic. To adapt quickly to the
transition from traditional to digital and attract more
consumers, digital marketing is a useful technique for
tourism businesses, leading to increased income. This
concept is also applicable to banking companies, and
the two industries have a unique reciprocal
relationship due to the banking intermediation role.
This research aims to examine the dynamo effect
that arises from the use of digital marketing to
increase income from sales and the reciprocal
relationship that occurs between income from sales of
tourism companies and banking companies post
COVID-19.
2 LITERATURE REVIEW
Digital marketing is the practice of using digital
strategies and tools to promote products, services, or
brands to target audiences through online platforms.
It involves leveraging digital technology, the internet,
and mobile devices to achieve marketing goals.
(Miquel Vidal & Castellano-Tejedor, 2022).
To achieve their goals, companies select their own
marketing tactics using digital tools and
communication channels. Each tactic has a different
function and achieves different objectives. Digital
marketing encompasses marketing via social media,
video, mobile devices, search engines, email, affiliate
networks, online advertising, word of mouth, SEO,
websites, Google Analytics, and text and multimedia
content creation. The effectiveness of online
promotion is contingent upon the strategy selected by
the tourism enterprise. (Yasmin et al., 2015).
Technology plays a significant role in enhancing
the quality of services provided by business units.
According to Khan and Mahapatra (2009), the shift
from traditional marketing to digital marketing is a
decade-long process. Therefore, digital marketing
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cannot entirely replace traditional marketing.
However, digital media, including social media, has
challenged traditional one-way communication and is
considered the future of marketing. The future of
marketing lies in the convergence of traditional and
digital methods. Philip Kotler et al. (2017) suggest
that a new era of digital marketing has emerged.
The COVID-19 pandemic prompted a shift
towards digitalization in almost every aspect of daily
life. As a result, traditional marketing has given way
to massive digital marketing.
Digital marketing can optimise planning
strategies and tactics using various techniques and
tools throughout the customer journey. According to
Guven (2020), digitalisation and e-marketing are now
considered essential for the sustainable development
of small and medium tourism businesses, ensuring
their activities continue to generate economic value.
Digital marketing has a significant impact on
product promotion in tourism companies (Sakas et al.,
2022). It enables travel destinations to connect with
potential customers more effectively, expand their
global reach, and provide more immersive
experiences before, during, and after travel. This
impact can attract more consumers, thereby
increasing the income of tourism companies.
Banking companies also utilise the same concept
as tourism companies. Digital marketing plays a
significant role in promoting products for banking
companies. It helps banks reach customers in a more
efficient, personalised, and effective way, while
utilising digital technology to meet the growing needs
of today's digital era. This impact can increase
potential customers, resulting in increased sales
revenue. The study aims to investigate the impact of
digital marketing on company performance. The
research questions are:
Q1: How will digital marketing increase revenue
from sales of Tourism companies post COVID – 19?
Q2: How will digital marketing increase revenue
from Banking sales post COVID– 19?
Das (year not provided) reported that 72% of
consumers currently connect with businesses through
digital marketing channels. Businesses that use digital
marketing strategies can increase revenue by 2.8
times and ROI by up to 300% (Velentza & Metaxas,
2023). The financial performance of tourism
companies can improve by attracting more consumers
through digital marketing to promote their products
and services.
Banking service convenience programs offered
through digital marketing can support digital
marketing carried out by tourism companies, leading
to an increase in consumer or tourist attraction. This,
in turn, increases the income of tourism companies.
Similarly, banking income has increased due to the
growing number of customers using banking services
offered in digital marketing to facilitate financial
transactions before, during, and after their tourist
activities. The study aims to investigate the various
impacts of digital marketing implementation on
company sales revenue. The research questions are:
Q3: How can banking companies that use digital
marketing as their marketing strategy influence the
relationship between digital marketing and revenue
from sales of tourism companies?
Q4: How can Banking Companies that use digital
marketing as their marketing strategy influence the
relationship between increasing sales of Banking
Companies and revenue from sales of Tourism
Companies?
Q5: How can Tourism Companies that use digital
marketing as their marketing strategy influence the
relationship between digital marketing and sales
revenue from banking companies?
Q6: How can Tourism Companies that use digital
marketing as their marketing strategy influence the
relationship between increasing sales of Tourism
Companies and revenue from sales of Banking
Companies?
Q7: What is the reciprocal effect on income from
sales of Tourism companies and Banking
Companies?
3 METHODS
The research employed a quantitative approach
method, which draws conclusions based on statistical
hypothesis testing using empirical data collected
through measurement (Arikunto, 2002). The research
employed a quantitative approach method, which
draws conclusions based on statistical hypothesis
testing using empirical data collected through
measurement (Arikunto, 2002). The research
employed a quantitative approach method, which
draws conclusions based on statistical hypothesis
testing using empirical data collected through
measurement (Arikunto, 2002). The study was
conducted from July 2023 to August 2023.
This research focuses on tourism and banking
companies in Jakarta. Data was collected through an
electronic questionnaire, specifically a Google form
designed for research purposes. The questionnaire
was divided into two parts to collect data from two
random samples of the population. The study
population is comprised of tourism and banking
companies in Jakarta. There are 165 tour and travel
Dynamo Effects of Digital Marketing: Catalysing Dual Impact on Post Covid Tourism and Banking Sales
333
companies operating in the tourism sector, while 61
conventional general banking companies represent
the banking sector.
The sample was determined using the purposive
sampling method. For tour and travel companies, the
sample was limited to those that use digital marketing
in their marketing strategy and offer both domestic
and international tourism trips. For banking
companies, the sample was limited to Foreign
Exchange Commercial Banks. Questionnaires were
distributed to managers in the company who handle
marketing and sales divisions. The reasons for the
respondents' answers were analysed using Ms. Excel.
The research hypothesis was proven using smart PLS-
SEM (Partial Least Square - Structural Equation
Modelling) software. The PLS-SEM analysis consists
of two sub-models: the measurement model (outer
model) and the structural model (inner model).
4 RESULTS AND DISCUSSION
During the initial stage of data analysis, reliability and
validity are measured. This is done using Cronbach's
alpha and Composite Reliability, which indicate the
correlation between the questions included in the
measurement scale. The coefficient should fall within
acceptable limits (-1 to +1); if it falls outside these
limits, it means that some questions overlap and
should be removed. Table 1 and Table 2 below
describe the results of the evaluation of the
measurement model or outer model.
Table 1: Outer Evaluation Results of the Tourism Business
Model.
Latent
variables
Cronbach's
alpha
rho_a
Composite
reliability
AVE Decision
Digital
Marketing
(X1)
0,897 0,944 0,928 0,746 Accepted
Banking
Company
Sales (X2)
0,816 0,835 0,890 0,730 Accepted
Tourism
Company
Sales (Y)
1,000 1,000 1,000 1,000 Accepted
Banking
Companies
that use
digital
marketing
(Z)
0,924 0,940 0,963 0,929 Accepted
Table 2: Outer Evaluation Results of Banking Business
Models.
Latent
variables
Cronbach's
alpha
rho_a
Composite
reliability
AVE Decision
Digital
Marketing
(X1)
0,898 0,909 0,922 0,665 Accepted
Banking
Company
Sales (X2)
0,808 0,879 0,866 0,619 Accepted
Tourism
Company
Sales (Y)
1,000 1,000 1,000 1,000 Accepted
Banking
Companies
that use
digital
marketing
(Z)
0,730 0,709 0,865 0,762 Accepted
The evaluation results indicate that the
questionnaire used in both Tourism and Banking
Companies is highly reliable, with Cronbach's values
ranging from a = 1.00 to a = 0.730. All variables
obtained Composite Reliability > 0.7, suggesting that
the indicators used in this research are valid and have
met convergent validity.
The evaluation of the structural model or inner
model is used to measure the research hypothesis. In
this study, data quality testing was conducted using
PLS-SEM analysis with an approach based on variant
or component-based structural equation models. The
software used was Smart-PLS. The validity test
explains the relationship between the variables in the
research. The output contained in the path
coefficients output is used to test the hypothesis
directly. To test for significant loading factors, the t
statistic or p value can be used. A validity is
considered significant if the p value is less than 0.05
and the T statistic value is greater than 1.960. Tables
3 and 4 below show the results of the evaluation of
the structural model or inner model for Tourism
Companies.
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Table 3: Evaluation of the Structural Model or Inner
Tourism Business Model.
Hypothesis Sample Sample
Mean
σ T-Test p Decision
(X1)--> (Y) 0,379 0,378 0,052 7,267 0,000 Accepted
(X2)--> (Y) 0,006 0,006 0,024 0,241 0,809 Rejected
(Z)--> (Y) 0,607 0,607 0,052 11,763 0,000 Accepted
Z x X1 -> Y 0,005 0,004 0,013 0,375 0,708 Rejected
Z x X2 -> Y 0,005 0,006 0,012 0,396 0,692 Rejected
The following explanation is based on the test
results and the relationships between constructs found
in the evaluation of the structural or inner model in
tourism companies:
How digital marketing can increase revenue
from tourism company sales post COVID-19
The test results for the Digital Marketing variable
yielded a p-value of 0.000, which is less than 0.05,
and a t-statistic of 7.267, which is greater than 1.960.
Therefore, it can be concluded that digital marketing
can increase revenue from sales of tourism companies
after COVID-19. Table 4 below illustrates the role of
digital marketing.
Table 4: The Role of Digital Marketing in Increasing
Revenue from Sales.
No
The Role of Digital
Marketing
Number of
Answers
N %
1 Attract New Customers 150 165 91%
2
Receive Feedback from
Customers 80 165 48%
3
Providing Information to
Customers
165 165 100%
4 Improving Company Image 70 165 42%
5 Interaction/Communication 165 165 100%
6 Increasing Customer Trust 50 165 30%
7
Building Strong
Relationships 90 165 55%
Table 4 shows that the top three roles of digital
marketing, as identified by respondents, are attracting
new customers, providing information to customers,
and facilitating interaction and communication.
Digital marketing can increase the income of tourism
companies by expanding their customer reach,
conveying information digitally for easy access, and
facilitating active two-way communication. This
enables customers to make informed purchasing
decisions and ultimately increases the company's
sales revenue.
Increased banking company sales can boost
revenue for tourism companies.
The test results for the variable of increasing sales
in banking companies yielded a p-value of 0.809,
which is greater than 0.05, and a t-statistic of 0.241,
which is less than 1.960. Therefore, it can be
concluded that increasing sales in banking companies
cannot increase income from sales of tourism
companies post COVID-19. The increase in
customers at banking companies does not necessarily
lead to an increase in sales at tourism companies. This
is because banking customers often carry out
transactions that are not related to purchasing tourism
products.
Digital marketing can be an effective strategy for
banking companies to increase sales to tourism
companies.
The test results for the variable of banking
companies that use digital marketing as their
marketing strategy yielded a p-value of 0.000, which
is less than 0.05, and a t-statistic of 11.763, which is
greater than 1.960. Therefore, it can be concluded that
banking companies that use digital marketing as their
marketing strategy can increase revenue from sales of
tourism companies after the COVID-19 pandemic.
Banks offer a variety of products and services to
facilitate customers' financial transactions.
Customers can take advantage of these services to
facilitate the purchase of tourism products and
transactions during their trips.
Digital marketing can influence the relationship
between digital marketing and revenue from sales of
tourism companies. Banking companies that adopt
this strategy may benefit from increased revenue.
The study tested the impact of digital marketing
on the income from sales of tourism companies post
COVID-19 for banking companies. The results
showed that there was no significant influence of
digital marketing on the income from sales of tourism
companies (p value = 0.708 > 0.05, t-statistic = 0.375
< 1.960).
Banking companies that utilise digital marketing
as a marketing strategy can influence the relationship
between the increasing sales of banking companies
and the income from sales of tourism companies.
The results of the variable testing indicate that the
p-value is 0.692, which is greater than 0.05, and the t-
statistic is 0.396, which is less than 1.960. Therefore,
it can be concluded that the use of digital marketing
as a marketing strategy by banking companies does
Dynamo Effects of Digital Marketing: Catalysing Dual Impact on Post Covid Tourism and Banking Sales
335
not affect the relationship between the increase in
banking company sales and the revenue from tourism
company sales post COVID-19.
Tables 5 and 6 below present the results of the
evaluation of the structural model or inner model for
Banking Companies.
Table 5: Evaluation of the Structural Model or Inner
Banking Business Model.
Hypothesis Sample
Sample
Mean
σ T Statistic p Decision
(X1)--> (Y) 0,173 0,174 0,081 2,151 0,032 Accepted
(X2)--> (Y) 0,282 0,283 0,056 5,075 0,000 Accepted
(Z)--> (Y) 0,406 0,406 0,055 7,421 0,000 Accepted
Z x X1 -> Y 0,170 0,173 0,025 3,740 0,000 Accepted
Z x X2 -> Y 0,181 0,006 0,035 5,170 0,000 Accepted
The following explanation is based on the test
results and the relationships between constructs found
in the evaluation of structural or inner models in
banking companies:
Digital Marketing's Role in Boosting Banking
Company Sales Post COVID-19.
The test results for the Digital Marketing variable
yielded a p-value of 0.032, which is less than 0.05,
and a t-statistic of 2.151, which is greater than 1.960.
Therefore, it can be concluded that digital marketing
can increase revenue from sales of banking
companies after COVID-19. The role of digital
marketing is illustrated in Table 6.
Table 6: The Role of Digital Marketing in Increasing
Revenue from Sales.
No
The Role of Digital
Marketing
Number of
Answers
N %
1 Attract New Customers
55 61 90%
2
Receive Feedback from
Customers
46 61 75%
3
Providing Information to
Customers
61 61 100%
4 Improving Company Image
42 61 69%
5 Interaction/Communication
61 61 100%
6 Increasing Customer Trust
48 61 79%
7
Building Strong
Relationships
45 61 74%
Table 6 shows that based on the three highest
responses from respondents regarding the role of
digital marketing, namely informing customers,
interacting or communicating and attracting new
customers. Digital marketing can increase the
revenue from sales of banking companies by
informing customers and interacting or
communicating with customers, because customers
will know the latest information and customer
transactions will become easier because customers
will receive intensive service in financial transactions
using banking services. Information that is easily
accessible to the public expands the customer base
and creates potential new customers.
Increased revenues from tourism companies can
increase revenues for banking companies.
The results of the test of the increasing sales
variable for tourism companies obtained a p-value of
0.000 < 0.05 and a t-statistic of 5.075 > 1.960, so it
can be concluded that increasing sales of tourism
companies can increase the income from sales of
banking companies according to COVID-19. This
means that an increase in the number of customers
buying tourism products can increase the sales of
banking companies, because customers use banking
services in transactions to buy tourism products and
also in transactions during tourism trips.
Tourism companies that use digital marketing as
a marketing strategy can increase sales at banking
companies.
The results of testing the variable for banking
companies that use digital marketing as a marketing
strategy obtained a p-value of 0.000 < 0.05 and a t-
statistic of 7.421 > 1.960, so it can be concluded that
tourism companies that use digital marketing as a
marketing strategy can increase the sales revenue of
banking companies after COVID-19. Tourism
products marketed digitally will reach new customers
from anywhere at any time, as information is easily
available to potential customers. To facilitate
transactions, customers use banking services, and if
banking companies also use digital marketing, the
dynamo effect of digital marketing can be felt.
Tourism companies that use digital marketing as
part of their marketing strategy can influence the
relationship between digital marketing and sales
revenue for banking companies.
The results of testing the variable for tourism
companies that use digital marketing as their
marketing strategy, obtained a p-value of 0.00 < 0.05
and a t-statistic of 3.740 > 1.960, so it can be
concluded that tourism companies that use digital
marketing as their marketing strategy can influence
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marketing relationships digital on revenue from sales
of banking companies after COVID-19.
Tourism companies that use digital marketing as
their marketing strategy can influence the relationship
between increasing sales of tourism companies and
income from sales of banking companies.
The results of the variable test show that the p-
value is 0.000 < 0.05 and the t-statistic is 5.170 >
1.960, so it can be concluded that tourism companies
that use digital marketing as a marketing strategy can
influence the relationship between increasing sales of
tourism companies and income from sales of banking
companies according to COVID-19.
5 CONCLUSIONS
When the COVID-19 pandemic ends, people will be
used to digitalisation in almost all aspects, so the
environment will become a new digital environment.
This requires all business sectors to keep up with
developments in the new digital environment.
Likewise, tourism and banking companies need to
follow the trends that are happening in the community
and find opportunities to improve their business.
The situation of tourism in Indonesia is currently
in the recovery phase and moving towards the
normalisation phase, so technological innovation
must be used as much as possible to improve the
performance of tourism companies after the
pandemic.(Deputy for Strategic Policy, 2021) Digital
marketing can increase the sales revenue of tourism
companies by attracting new customers, providing
information to customers and interacting with
customers. With digital marketing, customers will
also find it easier to find information through various
search engines to make purchasing decisions, so
digital marketing has a significant impact on product
promotion in tourism companies. This is in line with
the research conducted by Sakas DP, Reklitis DP,
Terzi MC, Vassilakis C.
The same mechanism occurs in banking
companies, digital marketing can increase the
revenue from sales of banking companies by
providing information to customers, interacting or
communicating with customers and attracting new
customers. Information that is easily communicated
to the public and the ease of digital transactions
increases customer reach and creates new potential
customers.
When banking enterprises use digital marketing as
a marketing strategy, this has no effect on the
relationship between the use of digital marketing in
tourism enterprises, which has an effect on the
increase in turnover of the tourism enterprise. Then,
if the turnover of banking enterprises increases due to
the use of digital marketing, this also has no effect on
the increase in turnover of tourism enterprises.
When income from sales of tourism companies
increases, sales at banking companies also increase.
Then, when tourism companies use digital marketing
as their marketing strategy, they can increase revenue
from sales for banking companies. Tourism
companies that use digital marketing and this
increases their sales can strengthen the relationship
between digital marketing and revenue from sales in
banking companies and can also increase revenue in
banking companies.
When banking companies implement digital
marketing, even though their sales revenue increases
as a result, it does not lead to an increase in sales
revenue for tourism companies. This is because
customers who use banking services are not focused
on transactions related to purchasing tourism
products. Banking customers tend to use banking
services for financial transactions that vary according
to their activities. However, on the contrary, when
tourism companies use digital marketing and this
increases their sales income, then sales income from
banking companies also increases. Tourism products
marketed digitally will reach new customers from
anywhere and at any time because information is
easily obtained by potential customers. Customers
and potential customers will use banking services to
make their transactions easier. Moreover, when
banking companies also use digital marketing,
customers who are clients of tourism companies shall
take advantage of the offers proposed by banking.
This way the dynamo effect of digital marketing can
be experienced.
The population in this study consists of two parts,
namely tourism companies and banking companies in
Jakarta. It is recommended to expand the regional
scope in future research. In this study, companies
operating in the tourism sector were represented by
165 tour and travel companies. It is advisable to
include other types of companies operating in the
tourism sector, such as hotels and transportation
companies, for future research. The banking
companies in this research are represented by 61
traditional high street banks, so it is recommended
that further research includes Sharia banking
considering the rapid development of Sharia banking
currently in Indonesia.
Dynamo Effects of Digital Marketing: Catalysing Dual Impact on Post Covid Tourism and Banking Sales
337
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