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All Journal Jurnal Online Mahasiswa (JOM) Bidang Ilmu Ekonomi Dinasti International Journal of Education Management and Social Science Jurnal Ilmiah Edunomika (JIE) SOLUSI Community Development Journal: Jurnal Pengabdian Masyarakat International Journal of Business, Law, and Education Bussman Journal : Indonesian Journal of Business and Management Return : Study of Management, Economic and Bussines INJURITY: Journal of Interdisciplinary Studies Innovative: Journal Of Social Science Research Indo-Fintech Intellectuals: Journal of Economics and Business West Science Social and Humanities Studies
Rovanita Rama
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Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Neuroscience Public Health Social Sciences Other

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DIGITAL MARKETING STRATEGY: CASE STUDY AND BEST PRACTICE FOR MSMEs IN RIAU PROVINCE IN THE DIGITAL ERA Agnes Alvionita; Rovanita Rama; Gatot Wijayanto; Arini Novandalina; Yutiandry Rivai
JURNAL ILMIAH EDUNOMIKA Vol 8, No 1 (2024): EDUNOMIKA
Publisher : ITB AAS Indonesia Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/jie.v8i1.11642

Abstract

This research is motivated by the importance of digital marketing strategies in the digital era in increasing product sales to MSMEs in Riau Province. This research aims to explain digital marketing strategies for MSMEs in Riau Province in the digital era. This research uses qualitative methods using Miles and Huberman analysis. This research was conducted on MSMEs in Riau Province where the informants were owners, employees and customers who were determined using purposive sampling. Data collection techniques were carried out using observation, in-depth interviews and documentation. The research was carried out for one month, where the research will be analyzed using the Miles and Huberman method, namely: collecting data, data reduction, data display, and verification. The results of this research explain 1) A case study of digital marketing strategies for MSMEs in Riau Province in the digital era explains that the strategies implemented are marketing via social media, quality content, special promotions on social media, collaboration with local influencers and active customer service, and 2 ) Best practice digital marketing strategies for MSMEs in Riau Province in the digital era include understanding target markets, building online marketing, social media marketing, content marketing, collaboration with local influencers and email marketing.
The Effect of Pricing Strategy, Promotional Activities, Market Research, and Supply Chain Management on Marketing Performance in Indonesian Start-ups Wijayanto, Gatot; Rama, Rovanita; Jushermi, Jushermi; Pramadewi, Arwinence; Rivai, Yutiandry; S, Deswita
International Journal of Business, Law, and Education Vol. 5 No. 1 (2024): International Journal of Business, Law, and Education
Publisher : IJBLE Scientific Publications Community Inc.

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56442/ijble.v5i1.557

Abstract

The present study examines the complex relationships that exist between pricing strategy, promotional activities, supply chain management, market research, and marketing performance within the framework of start-ups in Indonesia. Partial Least Squares Structural Equation Modeling (PLS-SEM) was used to assess data from a sample of 150 start-ups quantitatively. The findings demonstrate the interdependence of strategic choices and their influence on marketing results by pointing out important correlations between these variables. Key factors influencing marketing performance were found to be pricing strategy, advertising, supply chain management, and market research. The results offer practical advice for aspiring business owners, highlighting the significance of comprehensive and integrated marketing approaches for long-term success in the cutthroat market.
Pengaruh Orientasi Inovasi, Kepemimpinan Pemilik, Pendidikan Kewirausahaan, Dan Kreativitas Terhadap Keberlanjutan Usaha Mikro Di Sektor Kuliner Di Indonesia Rama, Rovanita; Yusniar; Yulianti; Mahmuddin
Indo-Fintech Intellectuals: Journal of Economics and Business Vol. 5 No. 1 (2025): Indo-Fintech Intellectuals: Journal of Economics and Business (2025)
Publisher : Lembaga Intelektual Muda (LIM) Maluku

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54373/ifijeb.v5i1.2666

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh orientasi inovasi, kepemimpinan pemilik, pendidikan kewirausahaan, dan kreativitas terhadap keberlanjutan usaha mikro di sektor kuliner di Indonesia. Metode penelitian yang digunakan adalah pendekatan kuantitatif dengan teknik analisis SEM-PLS. Hasil penelitian menunjukkan bahwa semua variabel independen memiliki pengaruh signifikan terhadap keberlanjutan usaha, dengan kreativitas sebagai faktor paling dominan. Temuan ini menegaskan bahwa inovasi dan kreativitas adalah kunci utama dalam meningkatkan daya saing UMKM di sektor kuliner. Implikasi praktis dari penelitian ini menekankan pentingnya pendidikan kewirausahaan dan kepemimpinan yang kuat dalam memastikan pertumbuhan bisnis yang berkelanjutan.
Marketing Strategy in Maintaining the Continuity of Micro, Small and Medium Enterprises (MSMEs) during the Covid-19 Pandemic in Pekanbaru City Wijayanto, Gatot; Jushermi, Jushermi; Marzolina, Marzolina; Pramadewi, Arwinence; Rama, Rovanita
Interdiciplinary Journal and Hummanity (INJURITY) Vol. 2 No. 3 (2023): INJURITY: Journal of Interdisciplinary Studies.
Publisher : Pusat Publikasi Nusantara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58631/injurity.v2i3.50

Abstract

This research is a literature study on marketing strategies for MSME owners in Riau. This study aims to analyze what marketing strategies are used by MSME owners in an effort to maintain their business continuity. The research method used in this study is a qualitative descriptive method. The type of data used in this study is qualitative data, which is categorized into two types, namely primary data and secondary data. Sources of data obtained through library research techniques (library study) which refers to sources available both online and offline such as: scientific journals, books and news sourced from trusted sources. The results of the study conclude that the marketing strategies carried out by MSME owners in maintaining their business during the Covid-19 pandemic are; Product Strategy, during the Covid-19 pandemic, MSME owners in Riau also created innovations in their respective products. Price Strategy (Price), during the pandemic, MSME owners in Riau also carried out a price strategy in the form of discounts or price discounts to attract consumers and be able to maintain business. Promotion Strategy (Promotion), The forms of promotion used are: (1) Advertising (Advertising) (2) Personal Selling (Personal Selling) (3) Sales Promotion (4) Place Strategy (Place/Distribution).
Exploration of Experience-Based Marketing Strategies in Building Customer Engagement and Improving Retention: A Case Study in the Tourism and Travel Industry Wijayanto, Gatot; Bilgies, Ana Fitriyatul; Rivai, Yutiandry; Rama, Rovanita; Novandalina, Arini
Dinasti International Journal of Education Management And Social Science Vol. 5 No. 4 (2024): Dinasti International Journal of Education Management and Social Science (April
Publisher : Dinasti Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/dijemss.v5i4.2486

Abstract

This article explores the efficacy of experience-based marketing strategies in enhancing customer engagement and retention within the dynamic landscape of the tourism and travel industry. Drawing upon a comprehensive case study analysis, this research delves into the nuanced mechanisms through which experiential marketing initiatives impact consumer behavior and loyalty. By examining diverse experiential tactics such as immersive storytelling, interactive technology integration, and personalized service offerings, this study uncovers the pivotal role of memorable experiences in fostering emotional connections and long-term relationships with customers. The findings underscore the significance of crafting unique, sensory-rich encounters that resonate with travelers' aspirations, preferences, and values. Moreover, this research elucidates the strategic implications of leveraging experiential marketing to differentiate brands, drive word-of-mouth advocacy, and sustain competitive advantage in an increasingly crowded marketplace. Insights from this study offer actionable recommendations for tourism and travel businesses to design and implement effective experience-based marketing campaigns that cultivate deep-seated connections with their target audience, engender brand loyalty, and ultimately drive business growth.
The Role of Remote Work Flexibility, Organizational Justice, and Psychological Safety on Disrectionary Work Behavior Rama, Rovanita
International Journal of Business, Law, and Education Vol. 6 No. 1 (2025): International Journal of Business, Law, and Education
Publisher : IJBLE Scientific Publications Community Inc.

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56442/ijble.v6i1.1104

Abstract

This study examines the role of remote work flexibility, organizational justice, and psychological safety in influencing discretionary work behavior among employees. As organizations increasingly adopt hybrid and remote work models, understanding how workplace flexibility and psychological and structural fairness impact employee behavior beyond formal job descriptions has become essential. Using a quantitative approach, data were collected from a sample of employees across various industries and analyzed using SPSS version 26. Descriptive statistics, reliability analysis, correlation analysis, and multiple linear regression were conducted to explore the relationships among the variables. The results demonstrate that all three independent variables—remote work flexibility, organizational justice, and psychological safety—have a significant positive effect on discretionary work behavior. These findings suggest that organizations that provide flexible work arrangements, uphold fairness, and create psychologically safe environments can encourage employees to exhibit behaviors that benefit the organization beyond their core responsibilities. The implications of this study contribute both theoretically and practically to the fields of organizational behavior and human resource management by offering insights into how non-obligatory employee behaviors can be fostered through supportive work environments.
A COMPARATIVE STUDY OF ENTREPRENEURSHIP IN DEVELOPED AND DEVELOPING COUNTRIES: A SYSTEMATIC LITERATURE REVIEW Rama, Rovanita; Zulaika, Siti
Bussman Journal : Indonesian Journal of Business and Management Vol. 5 No. 3 (2025): Bussman Journal | September - Desember 2025
Publisher : Gapenas Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53363/buss.v5i3.472

Abstract

This study presents a systematic analysis of 20 Scopus-indexed journal articles comparing the nature and dynamics of entrepreneurship in developed and developing countries. The research explores the key dimensions of entrepreneurial motivation, institutional and policy environments, access to finance and technology, education and human capital, and prevailing challenges and barriers. Findings indicate that entrepreneurship in developed countries is predominantly opportunity-driven, supported by strong institutions, innovation ecosystems, and access to finance and education. Conversely, entrepreneurship in developing countries tends to be necessity-driven, constrained by limited resources, weak policy frameworks, and inconsistent access to capital and technology. Nevertheless, digitalization and globalization are fostering a degree of convergence, offering new opportunities for developing nations to enhance competitiveness through technology adoption and education reform. The study concludes that entrepreneurship is context-dependent—shaped by socio-economic structures, institutional quality, and human development levels. Policymakers are urged to design tailored strategies that strengthen entrepreneurial ecosystems, promote innovation, and bridge gaps in finance, education, and infrastructure to support sustainable and inclusive growth.
Use of Artificial Intelligence in HR Recruitment and Selection in Start-up Companies Rama, Rovanita; Jasmin, Jasmin; Rukmana, Arief Yanto; Hamzali, Said; Vandika, Arnes Yuli
West Science Social and Humanities Studies Vol. 2 No. 06 (2024): West Science Social and Humanities Studies
Publisher : Westscience Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/wsshs.v2i06.976

Abstract

This bibliometric study analyzes the evolving landscape of human resource management (HRM), emphasizing the integration of technology into HR practices, particularly in recruitment and selection processes. Utilizing VOSviewer, the research maps the co-occurrence of keywords within a comprehensive dataset, revealing dominant themes, trends over time, and less explored areas. The analysis identifies core thematic clusters such as "human resource management," "recruitment," and "analytics," highlighting the significant focus on optimizing traditional HR functions through technological advancements. The study observes a marked shift in research trends, particularly influenced by the challenges posed by the COVID-19 pandemic, which accelerated the adoption of remote work technologies and digital HR tools. The visualization also identifies underexplored research opportunities in areas like "blockchain" and "internet," suggesting potential for groundbreaking research in enhancing HR operations. Furthermore, the network analysis underscores the importance of author collaboration in expanding the multidisciplinary scope of HRM research. This study contributes to the understanding of HRM's dynamic evolution and outlines strategic directions for future research, ensuring HR practices align with technological advancements and organizational needs.
The Effect of Repurchase Intent on The Millennial Generation Through E-Word Of Mouth (E-WOM) As An Intervention Variable on E-Satisfaction and E-Trust In Bukalapak E-Commerce Wijayanto, Gatot; Jushermi, Jushermi; Nursanti, Aida; Rama, Rovanita; Rivai, Yutiandry
Return : Study of Management, Economic and Bussines Vol. 2 No. 3 (2023): Return : Study of Management, Economic And Bussines
Publisher : PT. Publikasiku Academic Solution

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.57096/return.v2i03.80

Abstract

This study aims to evaluate the effect of repurchase intention on the millennial generation through e-word of mouth (e-WOM) as an intervention variable on e-satisfaction and e-trust in Bukalapak e-commerce. This study used quantitative approach and survey method using online questionnaire. The sample used was 185 respondents who were millennial generation users of Bukalapak. Data analysis was carried out using Structural Equation Modeling (SEM) with the help of Partial Least Squares (PLS) software. The results showed that e-WOM has a significant positive influence on repurchase intent, e-satisfaction, and e-trust. In addition, repurchase intent also has a significant positive influence on e-satisfaction and e-trust. These findings suggest that e-WOM can be used as a strategy to increase repurchase intent, e-satisfaction, and e-trust in Bukalapak e-commerce. Therefore, Bukalapak needs to pay attention to and improve the quality of e-WOM that appears on their platform, as well as improve the quality of service and customer experience to strengthen customers' repurchase intent, e-satisfaction, and e-trust in the future.
Persepsi Kemudahan dan Manfaat Aplikasi E-Grocery dalam Pembelian Pangan Gatot Wijayanto; Jushermi; Rovanita Rama; Aida Nursanti; Yutiandry Rivai
Solusi Vol. 23 No. 2 (2025): April
Publisher : Fakultas Ekonomi, Universitas Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26623/slsi.v23i2.11895

Abstract

Penelitian ini bertujuan untuk menganalisis penerimaan konsumen Kota Pekanbaru terhadap belanja bahan makanan secara online melalui aplikasi e-grocery dengan menggunakan kerangka Technology Acceptance Model (TAM). Objek penelitian ini adalah 174 responden perempuan berusia 18 tahun ke atas yang pernah menggunakan layanan e-grocery. Pendekatan penelitian yang digunakan adalah kuantitatif deskriptif dengan teknik purposive sampling. Data dianalisis menggunakan metode Structural Equation Modeling-Partial Least Squares (SEM-PLS) melalui perangkat lunak SmartPLS 3. Hasil penelitian menunjukkan bahwa perceived ease of use (PEU) berpengaruh positif dan signifikan terhadap perceived usefulness (PU) dan attitude (ATT). PU juga terbukti berpengaruh terhadap ATT dan behavioral intention (BI). ATT memiliki pengaruh signifikan terhadap BI, namun PEU tidak berpengaruh langsung terhadap BI. Temuan ini mengindikasikan bahwa kemudahan penggunaan aplikasi belum tentu memicu niat untuk menggunakannya, namun manfaat yang dirasakan dan sikap positif terhadap aplikasi berperan penting dalam mendorong perilaku konsumen. Penelitian ini juga menemukan efek mediasi signifikan dari PU dan ATT dalam hubungan antara PEU dan BI. Keunikan penelitian ini terletak pada penerapan model TAM dalam konteks lokal dengan populasi perempuan sebagai pengambil keputusan utama dalam belanja bahan makanan. Implikasi dari studi ini memberikan wawasan strategis bagi pengembang e-grocery dalam mengoptimalkan aspek kemudahan dan manfaat guna meningkatkan niat penggunaan konsumen. Penelitian lanjutan disarankan untuk mempertimbangkan faktor eksternal seperti kepercayaan, kualitas produk, dan perilaku aktual konsumen.
Co-Authors ', Nuryanti Agnes Alvionita Aida Nursanti Aidil Syaputra Al-Hanif, M. Rifki Alvionita, Agnes Ana Fitriyatul Bilgies, Ana Fitriyatul Arif Firdaus Arini Novandalina Arini Novandalina Arnes Yuli Vandika Arwinence Pramadewi Cuhenda, Cuhenda Desi Ulpa Anggraini, Desi Ulpa Dewita Suryati Ningsih Dwi Setyorini, Efi Endang Elyani, Elyani Gatot Wijayanto Hamzali, Said Ikram Yakin Jasmin, Jasmin Jumiati Sasmita Jushermi Jushermi Jushermi, Jushermi Karyono Karyono Lubis, Suryana Tessa Mahmuddin Mahmuddin Marzolina ' Marzolina Marzolina, Marzolina Muthia Amanta Dwi Putri Nasril, Nasril Nuryanti ' Randi Saputra Rendra Wasnury Rukmana, Arief Yanto S, Deswita Samura, Ibnu Sina Simatupang, Muda Ibnu Adam Suhada, Muhammad Fikri Tuti Hartati WARUWU, KHAMO Yulianti Yusniar Yutiandry Rivai ZULAIKA, SITI Zulfadil, Zulfadil