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All Journal Maktabatuna: Jurnal Kajian Kepustakawanan Jurnal Ecogen
Rama Wahyudin
Universitas Nahdatul Ulama Sumatera Barat
Humanities

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ANALISIS STRATEGI PROMOSI DAN BRANDING PERPUSTAKAAN UNIVERSITAS ANDALAS MELALUI MEDIA SOSIAL Rama Wahyudin; M. Zaky Mubarak Lubis; Anisa Anisa
Maktabatuna Vol 5, No 1 (2023)
Publisher : UIN Imam Bonjol Padang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.15548/mj.v5i1.6522

Abstract

Branding merupakan suatu upaya dalam memberikan informasi yang tepat dan dapat memaksimalkan tujuan yang diharapkan. Dalam membangun branding perlu ada strategi yang dibuat dengan sistematika dan kompleksitas, diantaranya adalah pemanfatan Promosi melalui Media Sosial. Unit Perpustakaan Universitas Andalas, merupakan wadah bagian penting dan vital bagi Institusi Kelembagaan Universitas Andalas. Perpustakaan Universitas Andalas memanfaatkan promosi media sosial sebagai strategi dalam membangun branding. Tujuan Penelitian ini, untuk melihat strategi Perpustakaan Universitas Andalas, dalam memenuhi kualitas pelayanan dan fasilitas. Metode yang digunakan dalam penelitian ini yaitu studi literature Dari keseluruhan hasil penelitian dan pembahasan, kegiatan branding perpustakaan media sosial seperti Youtube, Instagram dan Facebook sebagai alat promosi dan pemasaran perpustakaan memaksimalkan kualitas pelayanan dan fasilitas dengan strategi kepuasan pengunjung. Nilai jual yang disajikan bagi Perpustakaan Universitas Andalas dengan mengkolaborasikan pemanfaatan teknologi informasi. Selanjutnya merancang, menentukan, dan memperkenalkan perpustakaan digital kepada pengunjung (pemustaka) dan memberikan berbagai akses kemudahan, kenyamanan dan keamanan
The Influence of Entrepreneurial Orientation and Market Orientation on the Performance of SMEs in West Sumatra with Social Media Moderation Sri Ramadhan; Rangga Wisanggara; Alfi Syukri Rama; Rama Wahyudin; Atifah Asha Kamila
Jurnal Ecogen Vol. 9 No. 1 (2026): Jurnal Ecogen
Publisher : Universitas Negeri Padang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24036/ecogen.v9.i1.57

Abstract

This study aims to examine the influence of entrepreneurial orientation and market orientation on the performance of Small and Medium Enterprises (SMEs) in West Sumatra during the transition period of the Covid-19 pandemic, as well as to analyze the moderating role of social media usage. This research employs a quantitative approach using survey data collected from 115 SME owners across four cities in West Sumatra. The data were analyzed using Structural Equation Modeling with Partial Least Square (SEM-PLS). The results indicate that entrepreneurial orientation has a positive and significant effect on SME performance, suggesting that innovativeness, proactiveness, and risk-taking behavior play a crucial role in improving business outcomes. Market orientation also shows a positive and significant influence on SME performance, highlighting the importance of customer focus, competitor awareness, and market intelligence in enhancing business performance. Furthermore, social media usage has a direct positive effect on SME performance; however, it does not significantly moderate the relationship between entrepreneurial orientation and SME performance, nor between market orientation and SME performance. These findings imply that although social media has the potential to support business activities, its utilization by SMEs in West Sumatra has not been strategically optimized to strengthen entrepreneurial and market orientations. Overall, SME performance during the post-pandemic transition period is predominantly driven by internal strategic orientations rather than the moderating role of social media.
Co-Authors ALFI SYUKRI RAMA Anisa Anisa Atifah Asha Kamila M. Zaky Mubarak Lubis Rangga Wisanggara SRI RAMADHAN