Published: 2026-05-06
Service Promotion Strategies in the Digital Economy Era: Leveraging Technology and Electronic Communications to Face Challenges and Seize Opportunities
DOI: 10.35870/ijmsit.v6i1.6952
Sinarwaty, Rachmiani
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Sinarwaty:
Haluoleo University
- Rachmiani: Univesritas Muhammadiyah Kolaka Utara
Abstract
This research will analyze the service sector that distributes services through technology and electronic communication in the digital economy era. This research was conducted using descriptive qualitative methods, supplemented by basic quantitative data. Data collection was carried out through a literature review and interviews with service business actors who place orders through digital media (social networks, websites, mobile applications, and related online stores). The results of the study indicate that digital technology has marketing diversification, consumer engagement, and promotional efficiency. Social media is developing as the strongest source of consumer attention, leading to needs triggered by purchases and therefore the need for applications such as e-commerce and mobile applications for transaction/service access. Higher technology adoption leads to increased sales, customer loyalty, and better business growth. The successful implementation of promotional activities is also hampered by human resources (availability, digital literacy), and the speed of adaptation to technological developments. Improved competence and appropriate technology management are needed to increase the competitiveness of service businesses.
Keywords
Service Promotion Strategies; Digital Economy; Digital Technology; Electronic Communication; Social media
Article Information
This article has been peer-reviewed and published in the International Journal of Management Science and Information Technology. The content is available under the terms of the Creative Commons Attribution 4.0 International License.
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Issue: Vol. 6 No. 1 (2026)
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Section: Articles
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Published: 2026-05-06
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License: CC BY 4.0
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Copyright: © 2026 Authors
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DOI: 10.35870/ijmsit.v6i1.6952
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Sinarwaty, Haluoleo University
Management Study Program, Faculty of Economics and Business, Univesritas Halu Oleo, Kendari City, Southeast Sulawesi Province, Indonesia.
Rachmiani, Univesritas Muhammadiyah Kolaka Utara
Entrepreneurship Study Program, Faculty of Economics and Law, Universitas Muhammadiyah Kolaka Utara, North Kolaka Regency, Southeast Sulawesi Province, Indonesia
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