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All Journal Sosiohumaniora E-Bisnis : Jurnal Ilmiah Ekonomi dan Bisnis Jurnal Online Mahasiswa (JOM) Bidang Ilmu Sosial dan Ilmu Politik Daya Saing : Jurnal Ilmu Manajemen Al Qodiri : Jurnal Pendidikan, Sosial dan Keagamaan Pendas : Jurnah Ilmiah Pendidikan Dasar Jurnal Administrasi dan Manajemen Management Studies and Entrepreneurship Journal (MSEJ) Ministrate: Jurnal Birokrasi dan Pemerintahan Daerah Budapest International Research and Critics Institute-Journal (BIRCI-Journal): Humanities and Social Sciences Journal of Management - Small and Medium Enterprises (SME's) International Journal Of Science, Technology & Management (IJSTM) Unri Conference Series: Community Engagement Jurnal Ilmiah Wahana Pendidikan JIKEM: Jurnal Ilmu Komputer, Ekonomi dan Manajemen EKONOMIKA45 Formosa Journal of Multidisciplinary Research (FJMR) Jurnal Bisnis Kompetitif Journal of Accounting Management Business and International Research Proceedings of The International Conference on Business and Economics Journal of Artificial Intelligence and Digital Business Jurnal Publikasi Ekonomi dan Akuntansi
Lie Othman
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STRATEGY TO IMPROVE BUSINESS PERFORMANCE OF PALM OIL SECTOR Othman, Lie; Heriyanto, Meyzi; Kasmiruddin, Kasmiruddin; Fadli, Mashur; Zulkarnaini, Zulkarnaini; Ikhsan, Masrul
Sosiohumaniora Vol 27, No 3 (2025): Sosiohumaniora: Jurnal Ilmu-Ilmu Sosial dan Humaniora, NOVEMBER 2025
Publisher : Universitas Padjadjaran

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24198/sosiohumaniora.v27i3.64023

Abstract

his study aims to analyze the effect of digital marketing, marketing strategy, and knowledge management on improving the performance of the palm oil sector in Merangkai Village, Siak Regency. The research method used is quantitative with a causal design. Primary data was collected through a census technique from the entire population, namely 35 business actors, using a structured questionnaire. The data was then analyzed using Partial Least Square (PLS)-based Structural Equation Modeling (SEM) to test the relationship between variables. The results revealed that marketing strategy had a positive and statistically significant effect on business performance. Conversely, digital marketing and knowledge management were found to have no significant direct effect. The adjusted R-square value of 0.443 indicates that the three independent variables together explain 44.3% of the variation in business performance, while the remaining 55.7% is influenced by factors outside the research model. The implications of these findings indicate that efforts to improve business performance should prioritize the refinement of marketing strategies, particularly in terms of market segmentation, target market determination, and appropriate positioning. Meanwhile, digitalization and knowledge management initiatives require more targeted and contextual intervention designs. Recommendations include capacity building programs for digital literacy, integration of local wisdom into business strategies, and continuous evaluation to ensure marketing effectiveness..
Co-Authors Aditia, Aditia Agnesia Gian Marcheren Aminuyati An Nawawi, Hafiz Kemurata Anggi Wiyani Putri Arie Gunawan Ashaluddin Jalil Asyuni, Chairani Asyura, Bella Atika Safitri Bintal Amin Clara Yolandika Claudia Andhini Sofyan Dewi Wiswanti Purba Diati, Lisna Dwina Andita Khairunnisa Efriyeldi, Efriyeldi Eko Bastian Endang Sutrisna Erniati Nduru Fadli, Mashur Fahrul, Ahmad Fitrianti Devi Rida FRINI KARINA ANDINI Hussein Al Muhtadeebillah Hutagalung, Jordan Roman Riquelme Ike Sapitri Ikhsan, Masrul Imam Agung Maulana Irvina Nurachmi Jaya, Ridho Pratama Juang Novrianto Kasmiruddin, Kasmiruddin Kasmirudin Kasmirudin Kasmirudin, Kasmiruddin Kasmirudin, Kasmirudin Kasuma, Auren Kezia Tiffani Khusaini Syarifah Lena Farida Leni Silvia Lisna Diati Lubis, Paija M. Azwar Mandataris Mandataris Marcelino, Dafa Mardalia Mariaty Ibrahim Meyzi Heriyanto Miazara, Tengku Nala Cintia Monicha Putri Aditia Munawaroh, Putri Nadita Yulia Putri Okta Karneli, Okta Panca Setyo Prihatin Perangin-Angin, Mori Salsalina Br Pradini, Ulfa Rizki Prastika Wulandari Rahayunigtyas, Putri Rahmadani, Alfhiyah Rahmadani, Cindy Dwi Ramdhany, Muhammad Rendi Prayoga Reza Junaidi Ringgo Eldapi Yozani Ririn Aisyah Putri Riyanda " Riza Bella Winanda Ronaldo Sinaga Ruzikna Ruzikna Ruzikna, Ruzikna Salsabila, Nada Sari Rezky Sinambela Sari, Renna Selviana Simanjuntak, Harapan Tua Ricky Fredy Sinaga, Ronaldo Sisi Yuliani SRI BULAN Sri Suryani Sri Suryani Suryalena, Suryalena Susanti, Selfi Ami Syofiatul Safitri Teguh, Prio Tsaadah, Asnurhaya Wijayanti, Maya Risma Yudinda Salza Aprilia Zainur , Nabila Syamara ZK Abdurahman Baizal Zulkarnaini Zulkarnaini Zulkifli Zulkifli