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All Journal Journal of Business and Management JURNAL SCHEMATA : Pascasarjana UIN Mataram
Ichsana, Yera
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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SME's Intention to Use Paid Online Ad: The Theory of Planned Behavior Approach Ichsana, Yera; Aina, Qorri
Journal of Business and Management Vol 9, No 2 (2020)
Publisher : Journal of Business and Management

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Abstract. The purpose of this study is to find out and describe in general how extent the influence of attitudes, subjective norms, and perceived behavioral control of the intention of Small and Medium Enterprises (SMEs) in using paid online advertising. The analysis technique used in this study is by look at the significance of the data that has been filled in by respondents both partially and simultaneously. The subjects of this study were SME owners who were operational and had used e- commerce platforms in Bandung with 90 respondents. Furthermore, researchers use non-probability sampling in the sampling technique with the type of convenience to make it easier for researchers to get a sample. The results of this study indicate that the level of significance both partially and simultaneously shows that attitudes, subjective norms, and perceived behavioral control have a positive and significant effect on the interests of SME owners to use paid online advertising.Keywords: SME’s Intention, The Theory of Planned Behavior, Paid Online Ad, Attitudes, Subjective Norms, Perceived Behavioral Control
PENERAPAN ETIKA PEMASARAN ISLAM DALAM PENGGUNAAN DIGITAL MARKETING PADA USAHA KECIL MENENGAH (UKM) Ichsana, Yera; Monoarfa, Hilda; Adirestuty, Fitranty
Schemata: Jurnal Pascasarjana UIN Mataram Vol. 8 No. 2 (2019): Schemata Jurnal Pascasarjana IAIN Mataram
Publisher : Universitas Islam Negeri Mataram, Indonesia

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The purpose of this study is to find out and describe in general how the level of application of Islamic marketing ethics in the use of digital marketing in SMEs through a quantitative descriptive approach. The analysis technique used in this study is to look for the average demographic data that has been filled by respondents. The subjects of this study are SMEs who have done marketing using digital marketing operating in the city of Bandung with a total of 30 respondents. Furthermore, the sampling technique that the researchers used was non-probability sampling with convenience types to make it easier for researchers to obtain samples. The results of this study indicate that the average percentage of all dimensions has a very good category. So, it can be said that the application of Islamic marketing ethics in the use of digital marketing in SMEs in Bandung has been very good. Meanwhile, the dimension that has the highest average percentage value is the dimension of being serving and being humble. However, there are still dimensions that have not been categorized as very good, namely the dimensions of behaving well and sympathetic and do not like to bad-mouth.
Co-Authors Adirestuty, Fitranty AINA, QORRI Monoarfa, Hilda