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All Journal Multazam : Jurnal Manajemen Haji dan Umrah Klabat Journal of Management
Muttaqin, Rahmat Bahaul
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Religion Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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INSTAGRAM CONTENT MARKETING ANALYSIS IN INCREASING UMRAH INTEREST (STUDY ON JANNAH TRAVEL ACCOUNT) Sieradianto, Dinda Ayu; Ardiansyah, Angga; Muttaqin, Rahmat Bahaul
Multazam : Jurnal Manajemen Haji dan Umrah Vol. 4 No. 2 (2024): Multazam: Jurnal Manajemen Haji dan Umrah
Publisher : Institut Agama Islam Negeri Metro

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32332/multazam.v4i2.9290

Abstract

One marketing strategy adopted by umrah travel companies is using content on the Instagram platform. This is in response to the increasing business competition in the umrah industry, where the growing number of umrah agencies adds complexity to the market. The success of companies in winning this competition heavily relies on their ability to reach and influence the public widely through effective information dissemination. The theory used in this research is the theory of the 4 Pillars of Social Media Strategy. Data collection techniques through observation and documentation studies involve systematic and planned recording of events or phenomena. The type of observation applied in this research is non-participatory observation, which means it does not involve direct participation. Data collection techniques through documentation studies. The conclusion drawn is that the information and education content posted by the Instagram account @JannahTravel perform well, marked by a large number of likes. This practically implies as an evaluation tool and advice in creating content plans, by increasing the proportion of information and education content to enhance the interest of potential umrah pilgrims who are the audience.
The Influence of Technological and Marketing Capabilities on MSME Performance with Organizational Learning as a Mediating Variable Sieradianto Angelia, Dinda Ayu; Ardiansyah, Angga; Muttaqin, Rahmat Bahaul
Klabat Journal of Management Vol 7 No 1 (2026): Klabat Journal of Management (in progress)
Publisher : Faculty of Economics and Business, Universitas Klabat

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.60090/kjm.v7i1.1359.101-114

Abstract

Micro, Small, and Medium Enterprises (MSMEs) are key contributors to economic development, especially in emerging markets. However, MSMEs often struggle to sustain and improve their performance amid dynamic market conditions and increasing global competition. This study investigates the integrated effects of organizational learning, marketing capability, and technological capability on MSME performance in Indonesia, a context where prior research has typically examined these factors in isolation. Guided by the dynamic capabilities framework, this study aims to fill the gap by analyzing the synergy among these three capabilities. A quantitative approach was employed, with data collected from 100 MSME actors through an online survey using a structured questionnaire measured on a five-point Likert scale. Structural Equation Modeling (SEM) using SmartPLS 3.2 was used to analyze the data. The results show that organizational learning significantly influences both marketing and technological capabilities. Moreover, technological capability positively affects MSME performance, whereas marketing capability does not have a statistically significant impact on performance. These findings highlight the crucial role of organizational learning as a foundation for capability development and suggest that technological adoption is a key driver of competitive performance in the digital era. The study offers practical insights for MSMEs aiming to improve long-term sustainability through integrated strategic capability development.
Co-Authors Angga Ardiansyah Sieradianto Angelia, Dinda Ayu Sieradianto, Dinda Ayu