PENGARUH KOMPETENSI DIGITAL DAN KOLABORASI TIM TERHADAP EFEKTIVITAS KAMPANYE DIGITAL VOS

Abstract

This study aims to analyze the influence of digital marketing technical competence and team collaboration on the effectiveness of smart tourism digital campaigns. The research adopts a quantitative approach and focuses on the implementation of an organic digital campaign developed by participants of an independent study program. Data were collected through a questionnaire distributed via Google Form to 50 independent study participants who evaluated the campaign outcomes from an external perspective. The collected data were analyzed using SPSS version 27. The findings indicate that both digital marketing technical competence and team collaboration have a significant influence on the effectiveness of smart tourism digital campaigns. Digital marketing competence plays a dominant role in improving campaign performance, particularly in managing digital assets such as websites and social media, while team collaboration supports coordination and synergy during campaign execution. This study contributes to digital marketing and smart tourism literature by emphasizing the importance of human resource competencies in project-based digital campaigns. Practically, the results provide insights for training providers and educational institutions in designing effective digital competency development programs.