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All Journal Journal of Economics, Business, & Accountancy Ventura JURNAL Al-AZHAR INDONESIA SERI SAINS DAN TEKNOLOGI
Nurlatifah, Hanny
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Biochemistry, Genetics & Molecular Biology Computer Science & IT Economics, Econometrics & Finance Electrical & Electronics Engineering Industrial & Manufacturing Engineering Public Health

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Systematic Literature Review of Competitive Advantage and Marketing Capability of Small Medium Enterprises (SMEs) Nurlatifah, Hanny; Saefuddin, Asep; Marimin, Marimin; Suwarsinah, Heny
Journal of Economics, Business, and Accountancy Ventura Vol. 24 No. 2 (2021): August - November 2021
Publisher : Universitas Hayam Wuruk Perbanas

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14414/jebav.v24i2.2797

Abstract

The discussion about the formation of competitive advantage in work organizations such as SMEs is still not widely discussed. The current literature still discusses marketing activities in general, not specifically for SMEs. This article aims to find out the factors that influence SMEs' competitive advantage and marketing capabilities. The literature review method systematically uses three stages. First planning for selecting source articles, second implementing and reporting stage. The PRISMA Literature Review Model selects articles and data visualization using VOS Viewer software. The findings of this article are the related potential relationships between marketing capabilities as forming competitive advantages for small and medium enterprises. Eleven topics are frequently discussed in a collection of journals, and the dominant words are sustainable marketing orientation, marketing, and Company Performance. The three groups can be grouped into personality development, business management, and abilities. Differences in the types of business groups and business sizes as differentiators of business performance results are not widely seen in article searches. These findings suggest further research to examine business groups' role and size in determining SMEs' competitive advantage and marketing capabilities.
Usulan Strategi Pemasaran Universitas Al Azhar Indonesia Menggunakan Metode K-Means Clustering Arsyad, Aisyah Tiar; Nurlatifah, Hanny; Sunarmo, Sunarmo
JURNAL Al-AZHAR INDONESIA SERI SAINS DAN TEKNOLOGI Vol 9, No 1 (2024): January 2024
Publisher : Universitas Al Azhar Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36722/sst.v9i1.2699

Abstract

In 2022, the University Al Azhar Indonesia (UAI) was in the second phase of expansion, focusing on increasing the influx of new students. Each year, UAI allocated funds to execute diverse promotional strategies. However, the effectiveness of the undertaken promotional measures is deemed suboptimal, as the student admissions continue to exhibit fluctuations. To address this issue, researchers have employed the data mining method utilizing the K-Means Clustering algorithm. This study adopts both qualitative and quantitative approaches. Following the data cleaning stage, the initial sample size of 4,342 students is reduced to 2,650. The K-Means Clustering analysis identifies three clusters: the main cluster, minimum cluster, and adaptive cluster. Based on the characteristic data within the first cluster, it is recommended that UAI prioritizes promotional efforts towards students from private high schools in the Jabodetabek area. Additionally, the marketing communication mix, including brochures, banners, printed media, television, and radio, needs to be reassessed. In executing promotional strategies, UAI is advised to carefully consider the unique characteristics of each cluster and to maximize the utilization of social media and websites by incorporating elements of the 7C Framework.Keywords - K-Means, Clustering, Promotion Strategy
Co-Authors Arsyad, Aisyah Tiar ASEP SAEFUDDIN Marimin Marimin Sunarmo Sunarmo, Sunarmo Suwarsinah, Heny