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All Journal Digital Bisnis: Jurnal Publikasi Ilmu Manajemen Dan E-commerce Optimal: Jurnal Ekonomi dan Manajemen
Sukmawati Eka
Universitas Adhirajasa Reswara Sanjaya
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Peran Strategis Marketing sebagai Penggerak Rantai Nilai dalam Meningkatkan Keunggulan Kompetitif Organisasi Palakka Shiddiqi; Fatimah Fatimah; Sukmawati Eka; Kharisma Wisudawati; Eka Wisarini Putri; Agustinus Sugiarto
OPTIMAL Jurnal Ekonomi dan Manajemen Vol. 6 No. 1 (2026): Jurnal Ekonomi dan Manajemen
Publisher : Lembaga Pengembangan Kinerja Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/optimal.v6i1.8829

Abstract

The contemporary business landscape characterized by rapid digitalization and market volatility necessitates organizations to reconceptualize the strategic role of marketing beyond traditional promotional functions. This research analyzes the strategic role of marketing as a value chain driver in enhancing organizational competitive advantage through systematic literature review methodology. The study synthesizes theoretical perspectives encompassing marketing capabilities, dynamic capabilities, competitive advantage, and value chain theories, along with empirical findings from diverse industry contexts. Results demonstrate that marketing analytics capability integrated with artificial intelligence enables organizations to sense market signals, seize strategic opportunities, and reconfigure resources dynamically throughout the value chain. Resource orchestration capability mediates the transformation of marketing capabilities into superior performance, while dynamic strategic marketing planning overcomes innovation rigidities through concurrent orchestration of planning, implementation, and reconfiguration processes. Integration of supply chain management with marketing strategies actively strengthens marketing efforts, creates marketplace differentiation, and supports sustainable practices contributing to sustainable development goals. The findings emphasize that marketing function has evolved into a strategic connector between customer needs and internal organizational capabilities, reinforcing cross-departmental coordination and enhancing competitive advantage through innovation and digital technology utilization. Practical implications suggest organizations should invest in digital infrastructure, develop analytical competencies, establish cross-functional integration systems, and adopt dynamic planning approaches to respond effectively to market turbulence.
Strategi Perencanaan Manajemen Sumber Daya Manusia dalam Meningkatkan Kualitas Pelayanan Kesehatan di Rumah Sakit: Sebuah Studi Literatur Eka Wisarini; Sukmawati Eka; Agustinus Sugiarto; Kharisma Wisudawati
Digital Bisnis: Jurnal Publikasi Ilmu Manajemen dan E-Commerce Vol. 5 No. 3 (2026): September : Digital Bisnis: Jurnal Publikasi Ilmu Manajemen dan E-Commerce
Publisher : Universitas 45 Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30640/digital.v5i3.7894

Abstract

Healthcare services in hospitals strongly depend on the readiness of human resources (HR) managed strategically rather than merely administratively, in order to address workload pressures and demands for service quality. This study aims to analyze the concept and stages of HR planning strategy in improving healthcare service quality, identify the internal and external factors influencing its effectiveness, and examine its contribution to hospital performance and competitiveness. This research employs a qualitative approach through library research, examining reputable national and international journal articles, books, and relevant scientific documents published between 2021 and 2026, analyzed using a descriptive qualitative method. The findings show that hospital HR planning encompasses stages of job analysis, forecasting, gap analysis, recruitment, competency development, and evaluation based on key performance indicators. Its effectiveness is influenced by internal factors such as workload, organizational culture, and incentive systems, as well as external factors including health policy regulations and digitalization through hospital management information systems. Integrated HR planning has been shown to improve operational efficiency, healthcare workforce retention, and institutional competitiveness. This study concludes that the HR planning strategy remains conceptual since it is based solely on literature review, thus hospitals are recommended to establish standardized workforce planning programs and strengthen quality-based incentive systems, while future research should adopt empirical approaches to validate these findings in real healthcare service contexts.
Co-Authors Agustinus Sugiarto Eka Wisarini Eka Wisarini Putri Fatimah Fatimah Kharisma Wisudawati Palakka Shiddiqi