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All Journal Jurnal Aplikasi Bisnis dan Manajemen (JABM) E-Journal Business Review and Case Studies
Hartoyo
School of Business, IPB University, Indonesia
Agriculture, Biological Sciences & Forestry Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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Determining Priority Strategies to Improve MSME Performance Using AHP Analysis Annuridya Rosyidta Pratiwi Octasylva; Lilik Noor Yuliati; Hartoyo
Business Review and Case Studies Vol. 5 No. 2 (2024): BRCS, Vol 5 No 2, August 2024
Publisher : School of Business, IPB University (SB-IPB)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.17358/brcs.5.2.199

Abstract

Background: Micro and medium enterprises are the backbone of the economy, contributing more than fifty per cent of the GDP in various countries. However, many SMEs that are difficult to develop cannot even exist in a dynamic business climate. Purpose: Research is necessary to determine priority strategies for improving SMEs performance. Design/methodology/approach: This study used the AHP methodology, with respondents totaling five experts in their fields. The hierarchy in AHP analysis was divided into four levels: Objectives, Factors, Actors, and Alternatives.Findings/results: Based on the results of the analysis, the factors that played a role in the strategy of improving SMEs' performance were the Innovativeness factor, the actor that played the most significant role was SMEs, and the top priority strategy to improve SMEs' performance was to increase the innovative and proactive nature of SMEs through one-on-one mentoring.Conclusion: This comprehensive analysis reveals that fostering growth in SMEs necessitates a multifaceted approach. Cultivating a proactive and inventive mindset through personalized mentoring and encouraging the pursuit of new opportunities are crucial. Furthermore, enhancing adaptability by facilitating exposure to larger business ecosystems through company visits enables SMEs to remain agile and informed. Finally, strengthening digital marketing skills and ensuring product quality are paramount for successful implementation of growth strategies. These findings underscore the importance of a targeted yet diverse approach to empower SMEs, aligning perfectly with the overarching goal of bolstering their performance and ensuring their sustained success.Originality/value (State of the art): While existing literature acknowledges the importance of various factors in SME success, this research provides a novel contribution by: Utilizing AHP: This robust methodology allows for a structured and quantifiable prioritization of factors influencing SME performance, moving beyond descriptive analyses. Expert-Informed Insights: By incorporating the expertise of five field specialists, the study ensures practical relevance and nuanced understanding of the SME landscape. Focus on Proactive Innovation: The findings highlight the crucial role of fostering a proactive and inventive mindset among SME owners as a key driver of performance improvement. Keywords: AHP, MSME performance, SMEs performance, SME’s, priority strategies
Model of Forming Purchase Intention For Skincare Products Through Tiktok Social Media With Theory of Planned Behavior Analysis Nurul Fathin Siregar; Hartoyo; Mochammad Mukti Ali
Jurnal Aplikasi Bisnis dan Manajemen Vol. 10 No. 2 (2024): JABM, Vol. 10 No. 2, May 2024
Publisher : School of Business, Bogor Agricultural University (SB-IPB)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.17358/jabm.10.2.479

Abstract

Background: Currently TikTok has become the most widely used social media application for online shopping, with beauty products securing the second position as the most frequently purchased category by consumers through social media platforms.Purpose: The aim of this research are to analyze the influence of content marketing, perceived value, and perceived risk on the Theory of Planned Behavior, and the model for forming the intention to purchase skincare products through the TikTok social media platform using the Theory of Planned Behavior.Design/methodology/approach: The data processing techniques used in this research are descriptive analysis and Structural Equation Model(SEM) analysis.Findings/Result: The research results indicate that the highest percentage in the content marketing variable is found in on brand, perceived value in hedonic value, perceived risk in product risk, attitude in safety, subjective norms in content creator/affiliator, and perceived behavioral control in convenience.Conclusion: Attitudes, subjective norms, and perceived behavioral control have a significant effect on the intention to purchase skincare products throughTikTok. Content marketing, perceived value, and perceived risk significantly affect attitudes. Content marketing significantly influences subjective norms, and perceived behavioral control is only influenced by perceived value.Originality/value (State of the art): In this study, purchase intention is viewed through content marketing (credible, shareable, useful or fun, interesting, relevant, different, and on-brand), perceived value (utilitarian value, hedonic value, and social value), perceived risk (transaction risk, delivery risk, and product risk), and based on the theory of planned behavior (attitude, subjective norms, and perceived behavioral control). This combination of theories is tested using SEM PLS to understand how consumers develop the intention to buy skincare products through TikTok Shop. Keywords: content marketing, perceived risk, perceived value, purchase intention, theory of planned behavior
Co-Authors Annuridya Rosyidta Pratiwi Octasylva Lilik Noor Yuliati Mukti Ali, Mochammad Nurul Fathin Siregar