Garuda - Garba Rujukan Digital

Transformasi Digital Heineken: Strategi Heineken Menghadapi Tantangan Pasar Global: Transformasi Digital Heineken: Strategi Heineken Menghadapi Tantangan Pasar Global Felicia; Stephanie; Soetam Rizky Wicaksono
JURNAL EKONOMI BISNIS DAN KEWIRAUSAHAAN Vol 14 No 1 (2025): Jurnal Ekonomi Bisnis Dan Kewirausahaan, Vol 14 No. 1 Januari 2025
Publisher : Universitas Sahid Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47942/iab.v14i1.1932

This document analyzes Heineken's strategic position in the global market through PEST and SWOT approaches. The PEST analysis identifies the political, economic, social, and technological factors affecting Heineken's operations, showing that political and regulatory stability supports business expansion, even though economic challenges such as inflation can disrupt consumer purchasing power. From a social perspective, consumer preferences for healthy and environmentally friendly products and technological advances forced Heineken to adapt. The SWOT analysis highlights Heineken's strengths, including its global brand reputation and commitment to sustainability, as well as weaknesses related to high operating costs. Growth opportunities lie in the development of new products and digital technologies, while threats come from stiff competition. In conclusion, to maintain its position in the market, Heineken must continue to keep up with the development of digital transformation and innovate, as well as adjust marketing strategies according to changing consumer needs.

Artificial Intelligence For Supply Chain Efficiency In Batam’s Manufacturing Sector Stephanie; Inda Sukati
International Journal of Education Management and Religion Vol. 3 No. 1 (2026): January 2026
Publisher : Pondok pesantren As-salafiyah As-Safi'iyyah

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.71305/ijemr.v3i1.1125

This study investigates the role of Artificial Intelligence (AI) in enhancing supply chain efficiency in Batam’s manufacturing sector, focusing on firms in the electronics, shipbuilding, plastics, automotive, and related industries operating within the Free Trade Zone and Special Economic Zone. Drawing on the Resource-Based View (RBV), AI is conceptualized as a strategic capability comprising Machine Learning (ML), Robotics and Automation (R&A), Internet of Things (IoT), Natural Language Processing and Chatbots (NLP&C), and Computer Vision (COMV). Data were collected through a structured questionnaire administered to managers and supervisors from 320 purposively selected firms and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The study also models Supply Chain Automation Processes (SCAP)—including inventory, logistics, procurement, warehouse operations, and predictive maintenance—as a mediating mechanism between AI adoption and Supply Chain Efficiency (SCE). The results show that IoT and ML are the most influential AI technologies, significantly improving operational efficiency, accuracy, responsiveness, and customer satisfaction. Inventory management, warehouse automation, logistics optimization, and predictive maintenance emerge as critical automation domains translating AI capabilities into tangible performance gains. R&A and COMV exhibit weaker or context-dependent effects, reflecting capital intensity and integration challenges, particularly for small and medium-sized enterprises. Overall, AI and SCAP jointly explain a substantial proportion of the variance in supply chain efficiency, highlighting that AI yields the greatest benefits when embedded in end-to-end automation. The findings provide theoretical contributions by disaggregating AI into specific sub-technologies and practical guidance for firms and policymakers in Batam to prioritize IoT- and analytics-driven initiatives for scalable, resilient, and competitive supply chains.

Transformasi Digital Heineken: Strategi Heineken Menghadapi Tantangan Pasar Global: Transformasi Digital Heineken: Strategi Heineken Menghadapi Tantangan Pasar Global Felicia; Stephanie; Soetam Rizky Wicaksono
JURNAL EKONOMI BISNIS DAN KEWIRAUSAHAAN Vol 14 No 1 (2025): Jurnal Ekonomi Bisnis Dan Kewirausahaan, Vol 14 No. 1 Januari 2025
Publisher : Universitas Sahid Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47942/iab.v14i1.1932

This document analyzes Heineken's strategic position in the global market through PEST and SWOT approaches. The PEST analysis identifies the political, economic, social, and technological factors affecting Heineken's operations, showing that political and regulatory stability supports business expansion, even though economic challenges such as inflation can disrupt consumer purchasing power. From a social perspective, consumer preferences for healthy and environmentally friendly products and technological advances forced Heineken to adapt. The SWOT analysis highlights Heineken's strengths, including its global brand reputation and commitment to sustainability, as well as weaknesses related to high operating costs. Growth opportunities lie in the development of new products and digital technologies, while threats come from stiff competition. In conclusion, to maintain its position in the market, Heineken must continue to keep up with the development of digital transformation and innovate, as well as adjust marketing strategies according to changing consumer needs.

Penerapan Digital Marketing dan IoT pada Arjuna Farm untuk Peningkatan Penjualan dan Presisi Ternak Pangaribuan, Jefri Junifer; Maulana, Ade; Barus, Okky Putra; Stephanie; Darianty, Rosita
Jurnal Malikussaleh Mengabdi Vol. 5 No. 1 (2026): Jurnal Malikussaleh Mengabdi, Januari 2026
Publisher : LPPM Universitas Malikussaleh

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29103/jmm.v5i1.23033

Penelitian pengabdian kepada masyarakat ini bertujuan mengatasi permasalahan manajemen usaha dan pemasaran pada Arjuna Farm, sebuah UMKM peternakan domba kambing di Kabupaten Deli Serdang, Sumatera Utara. Meskipun telah mengimplementasikan sistem Point of Sales dan Internet of Things untuk pencatatan data ternak, mitra masih menghadapi kendala penimbangan bobot ternak yang kurang presisi serta penurunan engagement pemasaran digital sebesar 40-70%, mengakibatkan penjualan domba yang kurang optimal (±50 ekor/bulan dibandingkan ±3.238 kelahiran di Medan). Solusi yang diimplementasikan meliputi pengembangan timbangan digital berbasis Internet of Things yang terintegrasi dengan sistem Point of Sales guna mencapai Precision Livestock Farming, dengan target peningkatan pendapatan mitra 5% setiap bulan. Selain itu, kegiatan juga berfokus pada peningkatan kemampuan pemasaran digital mitra melalui pelatihan, investasi biaya pemasaran, dan pendampingan pembuatan campaign selama delapan bulan, dengan target peningkatan penjualan 20%. Hasil kegiatan menunjukkan keberhasilan implementasi timbangan digital terintegrasi yang memungkinkan pengukuran bobot ternak presisi, serta peningkatan traffic media sosial dan penjualan setelah lima bulan implementasi iklan digital. Kegiatan ini diharapkan dapat meningkatkan efisiensi operasional dan daya saing Arjuna Farm.

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