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All Journal Jurnal Multidisipliner Bharasa Jurnal Educative: Journal of Educational Studies
Isnanto, Dedi
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Religion Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Social Sciences Other

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THE ROLE OF DIGITAL TECHNOLOGY IN INCREASING THE COMPETITIVENESS OF MSMES IN INDONESIA: A DEVELOPMENT ECONOMY PERSPECTIVE Nur Ihsan, Hamidi; Aisya, Hanifa; Isnanto, Dedi
Jurnal Multidisipliner Bharasa Vol 3 No 02 (2024): Jurnal Multidisipliner Bharasa
Publisher : Institut Teknologi Bisnis dan Kesehatan Bhakti Putra Bangsa Indonesia

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Abstract

This study examines the role of digital technology in increasing the competitiveness of micro, small, and medium enterprises (MSMEs) in Indonesia from the perspective of development economics. MSMEs play a vital role in Indonesia's economy, but often face challenges in competing in the global market. Digital technologies, including e-commerce, fintech, and social media platforms, are identified as strategic tools that can improve operational efficiency, expand market access, and drive innovation in the MSME sector. This research uses qualitative and quantitative approaches, with data obtained through in-depth surveys and interviews with MSME owners in various industry sectors. The analysis shows that the adoption of digital technology significantly increases the competitiveness of MSMEs, especially in terms of access to a wider market, more efficient financial management, and the ability to innovate. However, this study also found significant obstacles, such as a lack of digital literacy and limited infrastructure, which hinder the optimization of the benefits of digital technology for MSMEs. Therefore, policy interventions are needed that support the improvement of digital literacy and the strengthening of infrastructure, so that digital technology can be accessed equally by MSMEs throughout Indonesia.
Enhancing Brand Awareness in Private Islamic Universities: The Peso Model in Jambi Province Trisnawati, Rinda; Kompri , Kompri; Isnanto, Dedi; Wenny Asriani, Ria
Jurnal Educative: Journal of Educational Studies Vol. 9 No. 1 (2024): June 2024
Publisher : Universitas Islam Negeri Sjech M. Djamil Djambek Bukittinggi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30983/educative.v9i1.8502

Abstract

In the digital age, higher education institutions need to enhance brand awareness to attract prospective students and other stakeholders. The PESO model (Paid, Earned, Shared, Owned) is a comprehensive approach to building and enhancing an institutions or brand's reputation. Private Islamic higher education institutions in Jambi Province face challenges in increasing brand visibility and recognition amidst intense competition. High brand awareness not only boosts the number of new applicants but also strengthens the institution's position within the educational community and society. This study aims to analyze the impact of the PESO model on increasing brand awareness at private Islamic higher education institutions in Jambi Province. The research method used is qualitative analysis with a case study approach, including in-depth interviews with stakeholders at the university, participant observation, and document analysis. The findings indicate that the Paid and Earned media components have a significant impact on brand awareness, while the Shared and Owned media components contribute less. The results of this study are expected to provide valuable insights for marketing managers and decision-makers in higher education institutions to optimize their marketing strategies. Di era digital saat ini, perguruan tinggi perlu meningkatkan kesadaran merek untuk menarik calon mahasiswa dan pemangku kepentingan lainnya. Model PESO (Paid, Earned, Shared, Owned) merupakan salah satu pendekatan komprehensif dalam membangun dan meningkatkan reputasi lembaga atau merek. Perguruan tinggi swasta agama Islam di Provinsi Jambi menghadapi tantangan dalam meningkatkan visibilitas dan pengakuan merek di tengah persaingan yang ketat. Kesadaran merek yang tinggi tidak hanya meningkatkan jumlah pendaftar baru tetapi juga memperkuat posisi institusi dalam komunitas pendidikan dan masyarakat. Penelitian ini bertujuan untuk menganalisis pengaruh model PESO dalam meningkatkan kesadaran merek di perguruan tinggi swasta agama Islam di Provinsi Jambi. Metode penelitian yang digunakan adalah analisis kualitatif dengan pendekatan studi kasus, termasuk wawancara mendalam kepada pemangku kepentingan di perguruan tinggi, observasi partisipan dan analisis dokumen. Temuan penelitian menunjukkan bahwa komponen media Paid dan Earned memiliki dampak signifikan terhadap kesadaran merek, sementara media Shared dan Owned memberikan kontribusi yang lebih kecil. Hasil studi ini diharapkan dapat memberikan wawasan berharga bagi manajer pemasaran dan pengambil keputusan di lembaga pendidikan tinggi untuk mengoptimalkan strategi pemasaran mereka.
Enhancing Brand Awareness in Private Islamic Universities: The Peso Model in Jambi Province Trisnawati, Rinda; Kompri , Kompri; Isnanto, Dedi; Wenny Asriani, Ria
Jurnal Educative: Journal of Educational Studies Vol. 9 No. 1 (2024): June 2024
Publisher : Universitas Islam Negeri Sjech M. Djamil Djambek Bukittinggi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30983/educative.v9i1.8502

Abstract

In the digital age, higher education institutions need to enhance brand awareness to attract prospective students and other stakeholders. The PESO model (Paid, Earned, Shared, Owned) is a comprehensive approach to building and enhancing an institutions or brand's reputation. Private Islamic higher education institutions in Jambi Province face challenges in increasing brand visibility and recognition amidst intense competition. High brand awareness not only boosts the number of new applicants but also strengthens the institution's position within the educational community and society. This study aims to analyze the impact of the PESO model on increasing brand awareness at private Islamic higher education institutions in Jambi Province. The research method used is qualitative analysis with a case study approach, including in-depth interviews with stakeholders at the university, participant observation, and document analysis. The findings indicate that the Paid and Earned media components have a significant impact on brand awareness, while the Shared and Owned media components contribute less. The results of this study are expected to provide valuable insights for marketing managers and decision-makers in higher education institutions to optimize their marketing strategies. Di era digital saat ini, perguruan tinggi perlu meningkatkan kesadaran merek untuk menarik calon mahasiswa dan pemangku kepentingan lainnya. Model PESO (Paid, Earned, Shared, Owned) merupakan salah satu pendekatan komprehensif dalam membangun dan meningkatkan reputasi lembaga atau merek. Perguruan tinggi swasta agama Islam di Provinsi Jambi menghadapi tantangan dalam meningkatkan visibilitas dan pengakuan merek di tengah persaingan yang ketat. Kesadaran merek yang tinggi tidak hanya meningkatkan jumlah pendaftar baru tetapi juga memperkuat posisi institusi dalam komunitas pendidikan dan masyarakat. Penelitian ini bertujuan untuk menganalisis pengaruh model PESO dalam meningkatkan kesadaran merek di perguruan tinggi swasta agama Islam di Provinsi Jambi. Metode penelitian yang digunakan adalah analisis kualitatif dengan pendekatan studi kasus, termasuk wawancara mendalam kepada pemangku kepentingan di perguruan tinggi, observasi partisipan dan analisis dokumen. Temuan penelitian menunjukkan bahwa komponen media Paid dan Earned memiliki dampak signifikan terhadap kesadaran merek, sementara media Shared dan Owned memberikan kontribusi yang lebih kecil. Hasil studi ini diharapkan dapat memberikan wawasan berharga bagi manajer pemasaran dan pengambil keputusan di lembaga pendidikan tinggi untuk mengoptimalkan strategi pemasaran mereka.
Co-Authors Aisya, Hanifa Kompri , Kompri Nur Ihsan, Hamidi Trisnawati, Rinda Wenny Asriani, Ria