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All Journal Scientific Journal of Informatics Journal of Information System Exploration and Research
Umar, Fadhil
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Computer Science & IT Decision Sciences, Operations Research & Management Engineering

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The Effect of Digitalization on Business Performance in the MSME Industry Context Umar, Fadhil; Septian, M. Rivaldi Ali; Pertiwi, Dwika Ananda Agustina
Journal of Information System Exploration and Research Vol. 2 No. 1 (2024): January 2024
Publisher : shmpublisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52465/joiser.v2i1.199

Abstract

The current digital era is increasingly developing in the use of new technology that creates value for companies and offers benefits. Digitalization is useful for increasing competitive advantage to improve business performance. The purpose of this study is to find out whether digitalization affects business performance and to find out whether competitive advantage can mediate digitalization on business performance. The sample of this research is 115 SMEs in Semarang. data were analyzed using the SEM approach with the smartPLS tool. The results of the study show that the digitalization variable has an influence on business performance, furthermore, competitive advantage also has a positive and significant effect on business performance. The results of the indirect effect test also show that competitive advantage can mediate the relationship between digitalization and business performance. The better the implementation of digitalization, the higher the competitive advantage MSMEs, consequently leading to an increase the business performance.
Social Media Marketing and Brand Loyalty, The Mediating Role of Brand Trust: a Partial Least Square Algorithm (PLS) Approach Umar, Fadhil; Raharja, Edy; Mahardika, Jihaddul Akbar; Arkhiansyah, M. Topan Bastari
Scientific Journal of Informatics Vol 10, No 3 (2023): August 2023
Publisher : Universitas Negeri Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.15294/sji.v10i3.45486

Abstract

Purpose: Brand loyalty is a very important aspect along with technological growth, market saturation, globalization, and intense competition. This research seeks to analyze how social media marketing and brand experience impact brand loyalty among students who use XL in Semarang City, with brand trust serving as an intermediary factor.Methods: The research approach is quantitative, with sampling using a purposive sampling technique and the research sample is 133 university students in Semarang. This research establishes a structural equation modeling (SEM) analysis with Smart PLS.Result: The results of this research indicate that both social media marketing and brand experience factors exhibit a favorable and substantial impact on brand loyalty. Moreover, brand trust displays a positive and notable effect on brand loyalty while also acting as a mediator for the positive influence that social media marketing and brand experience have on brand loyalty.Novelty: Analysis and testing of variables that influence user brand loyalty of XL using the Partial Least Square (PLS) algorithm and the Customer Relationship Marketing (CRM) approach. This study examines the telecommunications sector on the advice of previous studies.
Co-Authors Arkhiansyah, M. Topan Bastari Edy Raharja Mahardika, Jihaddul Akbar Pertiwi, Dwika Ananda Agustina Septian, M. Rivaldi Ali