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All Journal JURNAL MUQODDIMAH : Jurnal Ilmu Sosial, Politik dan Hummaniora JURNAL PENDIDIKAN TAMBUSAI JURNAL PENELITIAN KESMASY Studi Ilmu Manajemen dan Organisasi Journal of Management, Economic and Accounting (JMEA) Regress: Journal of Economics & Management MULTIPLE: Journal of Global and Multidisciplinary PEDAMAS (Pengabdian Kepada Masyarakat) Journal of Humanities and Social Studies Journal of Innovative and Creativity Nomico Kapital Deli Sumatera Pengabdian Deli Sumatera
Mustika Dewi
Universitas Deli Sumatera
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Energy Engineering Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Public Health Social Sciences Other

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Pengaruh Digital Marketing dan Kualitas Informasi terhadap Minat Calon Mahasiswa Melalui Brand Awareness Muhammad Hari Azhari As’ad; Mustika Dewi
Jurnal Ilmiah Muqoddimah: Jurnal Ilmu Sosial, Politik dan Hummaniora Vol 10, No 2 (2026): Mei 2026
Publisher : Universitas Muhammadiyah Tapanuli Selatan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31604/jim.v10i2.2026.1266-1274

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh digital marketing dan kualitas informasi terhadap minat calon mahasiswa di Universitas Deli Sumatera dengan brand awareness sebagai variabel intervening. Rendahnya tingkat konversi pendaftaran mahasiswa baru menjadi latar belakang utama penelitian. Data dikumpulkan melalui kuesioner online dari 100 responden yang pernah terpapar kampanye digital Universitas Deli Sumatera. Analisis data dilakukan menggunakan Structural Equation Modeling (SEM) dengan software SmartPLS 3. Hasil penelitian menunjukkan bahwa digital marketing dan kualitas informasi berpengaruh positif dan signifikan terhadap brand awareness. Namun, secara langsung digital marketing dan kualitas informasi tidak berpengaruh signifikan terhadap minat calon mahasiswa. Brand awareness juga tidak berpengaruh signifikan secara langsung terhadap minat calon mahasiswa. Meskipun demikian, brand awareness berhasil memediasi pengaruh digital marketing dan kualitas informasi terhadap minat calon mahasiswa secara positif dan signifikan. Penelitian ini memberikan rekomendasi bagi perguruan tinggi swasta baru untuk meningkatkan strategi digital marketing dan kualitas informasi guna memperkuat brand awareness sebagai jembatan menuju peningkatan minat calon mahasiswa.
Quintuple Helix Synergy Driving Palm Sugar MSMES’ Competitiveness For Sustainable Development Goals (SDGS) Mustika Dewi; Syukron Firdaus Siregar; Mhd Harry Azhari As’ad
Jurnal Ilmiah Muqoddimah: Jurnal Ilmu Sosial, Politik dan Hummaniora Vol 9, No 4 (2025): November 2025
Publisher : Universitas Muhammadiyah Tapanuli Selatan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31604/jim.v9i4.2025.2516-2534

Abstract

This study investigates the contribution of the quintuple helix collaboration—comprising academia, industry, government, communities, and media—in enhancing the competitiveness of coconut sugar micro, small, and medium enterprises (MSMEs) and advancing the Sustainable Development Goals (SDGs). The research develops an innovation-oriented collaboration framework designed to strengthen MSME competitive capacity and promote sustainable rural transformation. Employing a sequential mixed-methods approach, quantitative analysis was conducted on 100 coconut sugar MSMEs in South Tapanuli using Structural Equation Modelling (SEM-AMOS), complemented by qualitative insights from in-depth interviews with key helix actors. The results demonstrate that quintuple-helix interactions have a significant direct effect on competitive advantage (? = 0.412, p 0.05) and an indirect effect through innovation capabilities that enable sensing, seizing, and transforming market opportunities. The study’s novelty lies in integrating the quintuple helix perspective with innovation strategy to construct an inclusive, sustainability-oriented model for export-driven MSMEs. The findings provide strategic implications for policy design, emphasizing supply-chain integration, institutional capacity building, and digital marketing strategies to enhance MSME performance and accelerate progress toward SDG 8: Decent Work and Economic Growth.
Government and Community Support Strengthening Micro, Small, and Medium Enterprises' Competitive Advantage through Internal Capability Mustika Dewi; Bambang Suseno; Mhd Harry Azhari As'ad
Studi Ilmu Manajemen dan Organisasi Vol 7 No 2 (2026): Juli
Publisher : Penerbit Goodwood

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35912/simo.v7i2.6966

Abstract

Purpose: This study examines the role of government and community support in enhancing Micro, Small, and Medium-sized Enterprises (MSMEs) competitive advantage through internal capabilities. Although external support has been widely recognized as a key driver of MSME performance, few studies have explained how these various support providers enhance competitive advantage through the development of organizational capabilities.Research Methodology: A quantitative cross-sectional survey of 100 MSMEs affiliated with the North Sumatra Chamber of Commerce and Industry (KADIN) was analysed using PLS-SEM in SmartPLS 3. Internal Capabilities were modeled as a higher-order construct comprising Leadership, Entrepreneurial Motivation, and Financial Competence.Results: Government support has a significant impact on both internal capabilities and competitive advantage, whilst community support significantly strengthens internal capabilities but does not directly influence competitive advantage. Internal capabilities have a significant positive influence on competitive advantage and act as a mediator in the relationship between external support and competitive advantage.Conclusions: External support contributes to the competitiveness of MSMEs through various strategic mechanisms, with internal capacity acting as the primary channel for transforming external support into a sustainable competitive advantage.Limitations: This study employs a cross-sectional design and focuses on MSMEs that are members of KADIN in North Sumatra.Contributions: This study extends the literature by conceptualizing Internal Capabilities as a higher-order construct integrating Leadership, Entrepreneurial Motivation, and Financial Competence to explain MSME competitive advantage.
Co-Authors Anisyah, Juwita Nur Ardila, Novita Asmara, M. Endang Aulia Akbar Azhari, Mhd. Harry Bambang Suseno Bambang Suseno Bambang Suseno Bambang Suseno Bambang Suseno Batubara, Saiful Daniel Tampubolon Dea Andini Dinda, Dinda DWI SURYANTO Elawijaya Alsa Elisabet Simanungkalit Ernita Ernita Fikra, Nasya Firdaus, Syukron G. Gunawan Gita Dewi Winardi Harahap, Ahmad Rizki Kartika, Tri Manalu, Agnes Monika Mendrofa, Julianus Julius Mhd Harry Azhari As'ad Mhd Harry Azhari As’ad Muhammad Endang Asmara Muhammad Hari Azhari As’ad Muhammad Ilham Muhammad Ilham Naufal, Rafid Nicky Astria Nicky Hutapea Nova Azahra Nova Azahra Nurganda Nurganda Siregar Nurganda Siregar Pinayungan, Ellai Karina Prasetya, Fauzan Putri Ika Sari Rio Ferdiani Harahap Rukmini Sahara, Al Anggun Simanjuntak, Syalom Grecia Soeprapto, Rara Anestiah Syukron Firdaus Siregar Tengku Hasan Basri Zahra Andisha Dhanny