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All Journal JPEK (Jurnal Pendidikan Ekonomi dan Kewirausahaan) Escalate : Economics and Business Journal
Caesar Mukti Al Ghozali
Universitas Telkom
Economics, Econometrics & Finance Education

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Pengaruh E-Marketing Terhadap Perilaku Konsumtif Remaja Pada Akun Instagram @aerostreet Caesar Mukti Al Ghozali; Sri Wahyuning Astuti
JPEK: Jurnal Pendidikan Ekonomi dan Kewirausahaan Vol 7 No 1 (2023): JPEK (Jurnal Pendidikan Ekonomi dan Kewirausahaan)
Publisher : Universitas Hamzanwadi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29408/jpek.v7i1.12852

Abstract

The purpose of this research is to analyze how e-marketing influences the purchasing habits of adolescent Instagram users who follow the @aerostreet account. This study employs a descriptive quantitative methodology that uses questionnaires to gather primary data about a phenomena. Purposive random sampling was used to identify 100 young adult Instagram users who follow the @aerostreet account as the research sample. This study used multiple linear regression analysis and descriptive statistics to examine the data. According to the data collected and analyzed, e-marketing has a notable and beneficial effect on the purchasing habits of the adolescent audience that frequents the Instagram account @aerostreet
Leveraging Marketing Intelligence to Enhance University Performance Caesar Mukti Al Ghozali; Sri Wahyuning Astuti
Escalate : Economics and Business Journal Vol. 3 No. 01: Intelligent Marketing and Behavioral Insights: Redefining Institutional and Organizat
Publisher : Takaza Innovatix Labs Ltd.

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61536/escalate.v3i01.286

Abstract

This study aims to examine the impact of marketing intelligence on university performance, with a focus on the mediating roles of knowledge utilization effectiveness and strategic decision quality. Employing a quantitative research design, data were collected from academic and administrative staff at the Akademi Penerbang Indonesia Banyuwangi and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings reveal that marketing intelligence has a significant influence on both knowledge utilization and strategic decision quality, which in turn positively affect university performance. While direct effects from market sensing capability and marketing analytics capability on performance were not significant, their indirect effects through marketing intelligence were substantial. Competitor intelligence was found to be a strong predictor of marketing intelligence. These results underscore the pivotal role of marketing intelligence as a strategic capability, enabling universities to transform external insights into informed decisions and enhanced institutional outcomes. The study contributes to the higher education management literature by offering a comprehensive model that links marketing functions to academic performance through strategic mechanisms.
Co-Authors Astuti, Sri Wahyuning