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All Journal International Journal Of Science, Technology & Management (IJSTM) Inspiration: Jurnal Teknologi Informasi dan Komunikasi
Deddy Sulaimawan
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Aerospace Engineering Agriculture, Biological Sciences & Forestry Automotive Engineering Biochemistry, Genetics & Molecular Biology Chemical Engineering, Chemistry & Bioengineering Chemistry Civil Engineering, Building, Construction & Architecture Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Earth & Planetary Sciences Education Electrical & Electronics Engineering Energy Engineering Industrial & Manufacturing Engineering Mechanical Engineering Transportation

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Investigating Business Drives : Intellectual Capital To Marketing Mix Panjaitan, Roymon; Muhammad Iqbal Fassa; Deddy Sulaimawan; Dian Indriyani
International Journal of Science, Technology & Management Vol. 2 No. 1 (2021): January 2021
Publisher : Publisher Cv. Inara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46729/ijstm.v2i1.107

Abstract

This paper examines the relation of intellectual capital relations in consumer behaviour with social media to the effectiveness of the marketing mix. Sampling as much as 98 responding with the type of sampling quota, data collection techniques with the questionnaire and interviews. The test coefficient of Path in PLS-SEM is used in this study to contribute data from the analysis of the path of consumer behaviour by using social media. Results found that variables of consumer behaviour and social media advertising have a significant effect on the marketing mix, whereas intellectual capital as a liaison variable is not significantly influenced by consumer behaviour and does not significantly affect the marketing mix. Total direct and indirect influence of consumer behaviour variables 54.4% and social media variables at 40.8% to the marketing mix
Determining The Priorities for Small and Medium Enterprise Development in Candipuro District Using the Analytical Hierarchy Process (AHP) Method Yuli Syafitri; Reni Astika; Irwandi; Deddy Sulaimawan
Inspiration: Jurnal Teknologi Informasi dan Komunikasi Vol. 15 No. 2 (2025): Inspiration: Jurnal Teknologi Informasi dan Komunikasi
Publisher : Pusat Penelitian dan Pengabdian Pada Masyarakat Sekolah Tinggi Manajemen Informatika dan Komputer AKBA Makassar

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Abstract

This study aims to determine the priority of SME development strategies in Candipuro Subdistrict, South Lampung, by applying the Analytical Hierarchy Process (AHP) method as a multi-criteria decision-making approach. This study fills the gap in previous studies, which generally only assessed single factors and did not comprehensively integrate capital, marketing, human resources, and technology at the subdistrict level. Data were obtained through expert assessment and analysed using a pairwise comparison matrix. The results showed that capital was the most important criterion in SME development, followed by marketing, human resources, and technology. The strategy of increasing access to capital is considered the top priority alternative, followed by strengthening digital marketing and increasing human resource capacity. All calculations meet the consistency ratio value (CR < 0.1), so the results are considered valid. This emphasises the need for policies to strengthen access to funding and digitalisation of MSMEs as the main focus in local economic development.
Co-Authors Dian Indriyani Irwandi Muhammad Iqbal Fassa Reni Astika Roymon Panjaitan Yuli Syafitri