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All Journal Hasanuddin Journal of Applied Business and Entrepreneurship SEIKO : Journal of Management & Business HASANUDDIN JOURNAL OF BUSINESS STRATEGY Paulus Journal of Accounting (PJA) Jurnal Pengabdian kepada Masyarakat Scientium Management Review The Scientia Journal of Economics Issues Scientia Human Capital and Organizational Behavior Journal of Entrepreneurship and Financial Technology
Nuraeni Kadir
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Agriculture, Biological Sciences & Forestry Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Mathematics Public Health Social Sciences Other

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Journal : Scientia Human Capital and Organizational Behavior

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THE ROLE OF INNOVATION IN CREATING DIFFERENCE THROUGH MARKETING STRATEGY Mukhlisah; Nuraeni Kadir
Scientia Human Capital and Organizational Behavior Vol. 2 No. 1 (2023): Scientia Human Capital and Organizational Behavior
Publisher : Scientia Integritas Utama

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56282/shcob.v2i1.413

Abstract

This study presents an overview of the role of innovation in creating differentiation through marketing strategies among food SMEs in Makassar City. This study was conducted with a qualitative and explorative approach. Informants in this study are MSME business actors. The sampling technique was carried out by snowball. Data was collected using in-depth interview techniques. Then the data were analyzed descriptively qualitatively with data reduction techniques, displaying data and drawing conclusions. The results of the study show that innovation and marketing are interrelated in supporting the sales of MSME products. Innovation is also a differentiator between one MSME and other MSMEs. Innovation can be done through a marketing strategy.
IMPLEMENTATION OF DIGITAL MARKETING STRATEGIES IN EFFORTS TO IMPROVE SUSTAINABLE BUSINESS PERFORMANCE rubson; Nuraeni Kadir
Scientia Human Capital and Organizational Behavior Vol. 2 No. 1 (2023): Scientia Human Capital and Organizational Behavior
Publisher : Scientia Integritas Utama

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56282/shcob.v2i1.414

Abstract

The increasing use of social networks and the way their users communicate with companies on the Internet has given rise to new business models based on two-way communication between companies and Internet users. This study aims to find a model for implementing digital marketing strategies in an effort to improve sustainable business performance. In addition, this study is also to describe the digital marketing strategy carried out by MSME business actors. This research is a combined research (mix methods). Data was collected through questionnaires and in-depth interviews. Furthermore, quantitative data were analyzed to find a structural equation modeling (SEM) model, while qualitative data were analyzed descriptively. The research results confirm that digital marketing strategies can improve sustainable business performance. Digital marketing strategies are widely used by MSME business actors. These include presence on major social media platforms as well as email, SMS, search engine optimization and messaging apps such as Telegram, Facebook Masengger, Instagram and Whatsapp.
Co-Authors A. Nurul Asma Dini Abdul Rahman Kadir Abdul Razak Munir Aldo Barik Risal ANDI ASWAN Andi Furqan Ashari Rahman Andi Nur Ichsan Alqadri Andi Nur Massepe Andris Soma Usyor Asty Almaida Awal Zulqadri Arief Baginda Hamzah Dian Tri Saputri Djabir Hamzah Farhanah Ramdhani Sumardi Fauziah Fauziah Fauziah Umar hendra winarta Indrianty Sudirman Inna Mutmainna Cahyani Thahir Insany Fitri Nurqamar Isnawati Osman jefri barung tappi Kharisma Austin Makaba M. Iqbal Marini Soeid Muhammad Ali Muhammad Arif Rahmat Muhammad Daefnur Hafsir Mukhlisah Noviyanti Kahar Nurdin Brasit Otto R. Payangan Otto Randa Payangan Rahman Kadir Rani Rifani Arifuddin rubson ST. Nafilah Sumardi . Wahda, Wahda Wardhani Hakim