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All Journal Accounting Profession Journal (APAJI) Prapanca : Jurnal Abdimas
Elza Alvin
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Arts Humanities Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Social Sciences Other

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The Influence of Digital Marketing on Marketing Performance Mediated by Entrepreneurial Orientation in UC Makassar Student Business(i). Elza Alvin; Jason Tandoko; Marco Panjiwinata; Cipta C. Perdana
Accounting Profession Journal (APAJI) Vol. 6 No. 2 (2024): Accounting Profession Journal (APAJI)
Publisher : Program Studi Akuntansi Fakultas Ekonomi dan Bisnis Universitas Kristen Indonesia Paulus

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35593/apaji.v2i6.216

Abstract

The purpose of this study is to find out the Effect of Digital Marketing on Marketing Performance meidated by Entrepreneurship Orientation on Business Students (i) UC Makassar. This study uses quantitative methods and obtained a total of 52 respondents from UC Makassar students and owns a business. The analytical technique that we use in this study uses the partial least squares analysis technique with the help of Smart PLS 3.0 software. The results of the study indicate that the digital marketing variable has a positive and significant effect on entrepreneurial orientation . Furthermore, digital marketing also has a positive and significant effect on marketing performance . Then entrepreneurial orientation has a positive and significant effect on marketing performance
Peningkatan Strategi Pemasaran Rumah Kacang Melalui ChatGPT dan Kalender Konten di Kota Makassar, Provinsi Sulawesi Selatan: Peningkatan Strategi Pemasaran Rumah Kacang Melalui ChatGPT dan Kalender Konten di Kota Makassar, Provinsi Sulawesi Selatan Derrick Nelson Sidjaja; Elza Alvin; Gracielle Febriana Benly; Calvin Gunawan; Bayi Ananta Nauvan Ilham; Yuyun Karystin Meilisa Suade
Prapanca : Jurnal Abdimas Vol. 4 No. 2 (2024): Prapanca : Jurnal Abdimas
Publisher : LPPM Stikosa - AWS

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37826/prapanca.v4i2.657

Abstract

Micro, Small, and Medium Enterprises (MSMEs) are in great need of effective marketing strategies to ensure that the MSME brand is widely recognized. One of the approaches is through marketing on social media and content creation using artificial intelligence for the development of a content calendar. The main focus of this research is the enhancement of marketing strategies through the application of branding concepts and the integration of Artificial Intelligence (AI) technology. This community engagement initiative aims to provide training on the use of Artificial Intelligence (AI), specifically ChatGPT, for the creation of a content calendar and the optimization of promotions on social media. In addition to training, MSMEs are included in an Expo event held at Ciputra University. Research findings indicate that the implementation of branding strategies provides a strong identity for the MSME "Rumah Kacang," increasing customer appeal, and building consumer trust. Moreover, the integration of AI technology into marketing strategies offers efficiency and personalization in reaching target markets. This study provides in-depth insights into how the combination of branding and AI can be a key factor in enhancing the competitiveness of MSMEs in the digital era.
Co-Authors Bayi Ananta Nauvan Ilham Calvin Gunawan Cipta C. Perdana Derrick Nelson Sidjaja Gracielle Febriana Benly Jason Tandoko Marco Panjiwinata Yuyun Karystin Meilisa Suade