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All Journal Startupreneur Business Digital (SABDA Journal)
Safitri, Hanny
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Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education

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Strategy Based Technology-Based Startups to Drive Digital Business Growth Safitri, Hanny; Chakim, Mochamad Heru Riza; Adiwijaya, Alfri
Startupreneur Business Digital (SABDA Journal) Vol. 2 No. 2 (2023): Startupreneur Business Digital (SABDA)
Publisher : Pandawan Sejahtera Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33050/sabda.v2i2.344

Abstract

Lean startup methodology-based strategic formulation to promote the expansion of  technology-based startup businesses in Indonesia. About 75% of developing startups fail to expand appropriately, which is a relatively high startup failure percentage. Failure of startups is influenced by time and the relevant industry. Due to the wrong approach being chosen from the startup's first year to its fourth, it was unable to expand. The goal of this study is to develop new general methods for company growth based on the lean startup approach. The goal of this study is to use the Delphi technique to find startup failure indicators, and then to select the primary failed cause using the Analytical Network Process (ANP). The research's next phase is to develop the plan after the failure factor has been determined. The researcher acquired 8 as a consequence of this study. 55 indicators of startup failure factors and factors. Using the ANP model, 10 priorities were determined. addressed by developing a new approach utilizing agile development and the minimal viable product idea. technique, human resource management, and customer relationship management. eventually acquired a fresh approach that entrepreneurs may utilize to promote growth.
Digital Marketing Strategy in Digital Business to Enhance MSME Competitiveness Safitri, Hanny; Audiah, Sipah; Edmond, David
Startupreneur Business Digital (SABDA Journal) Vol. 5 No. 1 (2026): Startupreneur Business Digital (SABDA)
Publisher : Pandawan Sejahtera Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33050/sabda.v5i1.1048

Abstract

The rapid expansion of digital business presents significant opportunities for Micro, Small, and Medium Enterprises (MSMEs) to enhance their competitiveness. However, many MSMEs still face challenges in effectively implementing digital marketing strategies due to limited capabilities and strategic orientation. This study aims to analyze the role of digital marketing strategies in improving MSME competitiveness within the digital business environment, with a particular focus on the mediating role of digital capabilities. A quantitative approach was employed using survey data collected from MSME actors engaged in digital business activities. The data were analyzed using Structural Equation Modeling (SEM) to examine the relationships between digital marketing strategies, digital capabilities, and competitiveness. The findings reveal that digital marketing strategies have a significant positive effect on MSME competitiveness. Additionally, digital capabilities play a crucial mediating role, strengthening the impact of marketing strategies on competitive performance. The results highlight the importance of adopting integrated, data-driven, and customer-oriented digital marketing practices to achieve sustainable competitiveness. This study contributes to the growing literature on digital business and MSME development by providing empirical evidence on the interplay between strategy and capability. Managerially, the findings suggest that MSMEs should invest in developing digital skills and strategic marketing approaches to remain competitive in an increasingly dynamic digital landscape.
Co-Authors Adiwijaya, Alfri Audiah, Sipah Edmond, David Mochamad Heru Riza Chakim