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All Journal Jurnal Relevansi : Ekonomi, Manajemen dan Bisnis Jurnal Penelitian dan Pengabdian Masyarakat
Rani Rismawanti
Universitas Teknologi Digital
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Environmental Science Social Sciences Other

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Google Analytics, Data-Driven Decision Making, and Marketing Agility in West Java Higher Education Rani Rismawanti; Patria Supriyoso
Jurnal Relevansi : Ekonomi, Manajemen dan Bisnis Vol 10 No 4 (2026): August
Publisher : Lembaga Penelitian dan Pengabdian Kepada Masyarakat (LPPM), STIE Krakatau

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61401/relevansi.v10i4.617

Abstract

This study examined how Google Analytics (GA) shapes Data-Driven Decision-Making (DDDM) and Marketing Agility (MA) among private higher education institutions (PHEIs) in West Java, and whether DDDM mediates the GA–agility relationship. This study employed a quantitative explanatory cross-sectional survey design. Data were collected from PHEI marketing and admissions practitioners, consisting of 108 respondents from GA-adopting institutions analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4, while 19 respondents from non-adopting institutions were analyzed descriptively as a benchmark. The findings reveal that GA utilization significantly improves DDDM, and DDDM significantly enhances Marketing Agility. Furthermore, DDDM partially mediates the relationship between GA utilization and Marketing Agility, while GA also has a significant direct effect on agility. Non-adopting institutions demonstrate lower agility levels, with human resource analytics literacy identified as the main adoption barrier. Analytics-driven agility develops through both strategic decision-making processes and direct tactical responses to market signals. This study is limited by its cross-sectional design, single-province context, exclusive focus on GA4, and limited non-adopter sample size. This study extends Dynamic Capabilities theory by demonstrating the dual pathway mechanism between analytics utilization and institutional agility while providing practical guidance for PHEI leaders in developing analytics capabilities.
Studi Kelayakan Bisnis Pendirian Klinik Kesehatan Holistik Alfatih Health Care (AHC) Cabang Ciparay Rani Rismawanti; Eka Purwanda
Jurnal Penelitian dan Pengabdian Masyarakat Vol. 4 No. 4 (2026): November 2026 In Press
Publisher : Yayasan Pondok Pesantren Sunan Bonang Tuban

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61231/hyanbv26

Abstract

This study analyzes the business feasibility of establishing a new branch of Alfatih Health Care (AHC), a holistic health clinic integrating Prophetic Medicine (Thibbun Nabawi) and Traditional Chinese Medicine (TCM), in Ciparay Sub-district, Bandung Regency, West Java.. A descriptive qualitative-quantitative case-study method was used, examining six feasibility aspects: management innovation, market and marketing, operations, human resources and organization, finance, and legal-environmental compliance. Data were collected through an online survey of 62 residents, an in-depth interview with AHC Cimaung's owner, secondary demographic data from the Central Statistics Agency (BPS) of Ciparay Sub-district (2024), and field observation. Results show that Ciparay has a population of 180,480, with 69.2% in the productive age group, that 80% of respondents expressed strong interest in holistic health services, and that no formal competitor currently offers a similar integrated service in the area. The five-year financial projection indicates an initial investment of IDR 76,000,000, a Net Present Value of IDR 228,941,434 at a 12% discount rate, an Internal Rate of Return of 95%, a Payback Period of 1.4 years, and a Profitability Index of 4.01, with break-even projected in the 9.4th month of operation.
Co-Authors Eka Purwanda Patria Supriyoso