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All Journal Jurnal Ekonomi dan Bisnis Dharma Andalas International Journal of Islamic Business and Management Review
Mukti Diapepin
Sekolah Tinggi Ilmu Administrasi LPPN
Arts Economics, Econometrics & Finance Social Sciences

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Strategi Pemasaran Elektronik Samsung Dalam Masa Pandemi Covid 19 Pada PT. Samsung Cabang Padang Donna Ikranova Febrina; Mukti Diapepin; Yeni M Nur
Jurnal Ekonomi dan Bisnis Dharma Andalas Vol 25 No 1 (2023): Jurnal Ekonomi dan Bisnis Dharma Andalas
Publisher : Universitas Dharma Andalas

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47233/jebd.v25i1.652

Abstract

The research objectives are: 1) To find out the electronic marketing strategy during the covid pandemic at PT. Samsung Branch Padang. 2) To figure out the factors that influence Samsung's electronics marketing during the Covid 19 pandemic at PT. Samsung Branch Padang. This study uses a descriptive method, in which researchers try to describe all phenomena, symptoms, events according to the research problem as it is. The nature of the qualitative approach is intended to present statements or information arranged in such a way as to be able to provide a clear and real picture of the object of research. Some uses of data are only used to support the description used, so as to provide a clear and concrete picture. ABSTRAK Tujuan penelitian adalah: 1) Untuk mengetahui strategi pemasaran elektronik dalam masa pandemic covid pada PT. Samsung Cabang Padang. 2) Untuk mengetahui faktor-faktor yang mempengaruhi pemasaran elektronik Samsung dalam masa pandemic covid 19 pada PT. Samsung Cabang Padang. Penelitian ini menggunakan metode deskriptif, dimana peneliti mencoba menggambarkan semua fenomena, gejala, kejadian sesuai dengan permasalahan penelitian secara apa adanya. Sifat pendekatan kualitatif dimaksudkan untuk menyajikan keterangan-keterangan ataupun informasi-informasi yang disusun sedemikian rupa, sehingga mampu memberikan gambaran yang jelas dan nyata tentang objek penelitian. Beberapa penggunaan data hanya digunakan sebagai pendukung deskripsi yang digunakan, sehingga mampu memberikan gambaran yang jelas dan konkrit
AI in Strategic Marketing: Leveraging Machine Learning for Consumer Behavior Prediction - A Case Study of MSMEs in Selangor Salamiah Kulal Salamiah; Dorris Yadewani; Dona Ikranova Febrina; Mukti Diapepin; Yerizal Yerizal
International Journal of Islamic Business and Management Review Vol. 6 No. 1 (2026)
Publisher : Asosiasi Dosen Peneliti Ilmu Ekonomi dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54099/ijibmr.v6i1.1824

Abstract

Purpose – This study aims to investigate the transformative impact of artificial intelligence (AI) and machine learning (ML) on strategic marketing, specifically focusing on consumer behavior prediction among Micro, Small, and Medium Enterprises (MSMEs) in Selangor, Malaysia. Methodology – A quantitative approach was employed, collecting cross-sectional data from 150 [sesuaikan angka sampel Anda] MSME owners and managers. The data were analyzed using Structural Equation Modeling (SEM-PLS) to evaluate how AI-driven predictive models influence marketing effectiveness and targeting accuracy. Findings – The results reveal that AI-based models significantly enhance marketing precision. MSMEs that integrated these technologies reported a 34% increase in customer engagement and a 28% improvement in conversion rates compared to traditional methods. Furthermore, the study highlights that digital readiness and ethical data usage are key drivers for AI adoption in the local business landscape. Originality – This research contributes to the literature by bridging the gap between advanced technology adoption and MSME marketing strategies within an emerging Islamic market hub. The findings provide practical insights for MSME digital transformation and offer policy recommendations for stakeholders in Selangor to foster a more data-driven and ethically aligned business environment.
Co-Authors Dona Ikranova Febrina Donna Ikranova Febrina Dorris Yadewani Salamiah Kulal Salamiah Yeni M Yerizal Yerizal