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All Journal Journal of Economic, Bussines and Accounting (COSTING) Jurnal Abdimas Bina Bangsa Journal of Innovative and Creativity
Helendra Helendra
Sekolah Tinggi Ilmu Ekonomi El Hakim
Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Mathematics Social Sciences Other

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EFFORTS ARE MADE TO INCREASE REVENUE THROUGH E-COMMERCE IN THE FRAMEWORK OF PANDEMIC COVID-19 Hane Johan; Iljasmadi Iljasmadi; Zuraedah Indah; Budi Harto; Haderah Haderah; Helendra Helendra
Jurnal Abdimas Bina Bangsa Vol. 3 No. 2 (2022): Jurnal Abdimas Bina Bangsa
Publisher : LPPM Universitas Bina Bangsa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46306/jabb.v3i2.227

Abstract

Community Service (PKM) is a form of the Tridharma of Higher Education. This PKM is proposed to carry out outreach and educational activities in Nagari Difficult Water Community empowerment is an effort to raise awareness and develop the potential possessed by the community to increase family income. Community participation in development is needed because the community is the subject of development which is responsible for improving their welfare independently. Community participation in development is a concept from the community empowerment paradigm. In its realization, community empowerment mostly focuses on economic empowerment in the context of poverty alleviation or poverty alleviation, especially during the Covid-19 pandemic. Community empowerment is always carried out in the form of developing productive activities to increase income. Community economic empowerment seeks to develop home industry-based Micro, Small and Medium Enterprises (MSMEs) so that they can increase family income during the Covid-19 pandemic
MARKETING IN THE AGE OF AI: HARNESSING TECHNOLOGY TO UNDERSTAND CONSUMER BEHAVIOR Miko Andi Wardana; Mohamad Sajili; Helendra Helendra
Journal of Economic, Bussines and Accounting (COSTING) Vol. 7 No. 6 (2024): COSTING : Journal of Economic, Bussines and Accounting
Publisher : Institut Penelitian Matematika, Komputer, Keperawatan, Pendidikan dan Ekonomi (IPM2KPE)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31539/costing.v7i6.14284

Abstract

The integration of artificial intelligence (AI) in marketing has significantly altered how businesses understand and interact with consumers. This study aims to explore how AI can enhance consumer behavior analysis and optimize marketing strategies through advanced predictive and personalization technologies. Employing a qualitative approach, data were collected through semi-structured interviews with marketing professionals and secondary data from industry reports. Thematic analysis was used to analyze findings, revealing that AI enables marketers to predict consumer needs, segment audiences more effectively, and provide highly personalized interactions. The results indicate that AI-driven personalization not only increases customer engagement but also fosters long-term loyalty. Furthermore, this research highlights the need for ethical considerations in AI use, such as data privacy, to maintain consumer trust. These findings offer valuable insights for businesses aiming to leverage AI for more effective and consumer-centered marketing strategies. Future research is suggested to examine the ethical implications of AI in marketing across diverse industries.
Analisis Dampak Strategi MSDM pada Kinerja Pemasaran: Peran Moderasi Budaya Organisasi Helendra Helendra; Haderah Haderah; Andis Febrian; Zulvaruri Sintia Putri
Journal of Innovative and Creativity Vol. 6 No. 1 (2026)
Publisher : Fakultas Ilmu Pendidikan Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/joecy.v6i1.6656

Abstract

The increasingly fierce competition in digital marketing requires MSMEs and startups to not only rely on promotional strategies, but also on human resources and a work culture that supports rapid adaptation. In practice, many digital businesses face limitations in human resource management and organisational culture that are not yet well-defined, resulting in unstable marketing performance. This research is important to explain the internal factors that can strengthen marketing success in digital-based MSMEs and startups. This study aims to analyse the influence of HRM strategies on marketing performance and to examine the moderating role of organisational culture in digital-based MSMEs and startups in Padang and Bukittinggi. This is an explanatory quantitative study with a cross-sectional survey design. The research population consists of digital-based MSMEs and startups in Padang and Bukittinggi that carry out marketing activities through digital channels. The sampling technique used purposive sampling with a sample size of 250 respondents, namely business owners or managers who understand HRM practices, work culture, and marketing activities. Data were collected using a five-point Likert scale questionnaire and analysed using PLS SEM through SmartPLS. The results of the study indicate that HRM strategies have a positive effect on marketing performance, organisational culture has a positive effect on marketing performance, and organisational culture has been proven to strengthen the effect of HRM strategies on marketing performance. The implications of this study confirm that improving the marketing performance of digital businesses needs to be supported by strategic human resource management and an adaptive, collaborative, and customer-oriented organisational culture.
Co-Authors Andis Febrian Badri, Juarsa Budi Harto Budiharto Budiharto Haderah Haderah Hane Johan Hanejohan Hanejohan Iljasmadi Iljasmadi Ilyasmadi Ilyasmadi Mohamad Sajili Wardana, Miko Andi Zulvaruri Sintia Putri Zuraedah Indah