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All Journal International Journal Of Science Education and Technology Management (IJSETM) Socius: Social Sciences Research Journal
Saepulloh, Yusep
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Utilization of Digital Marketing for MSMEs in the Production of Knitted Bags in Lembang, West Bandung Regency Saepulloh, Yusep; Alijoyo, Franciskus Antonius
International Journal of Science Education and Technology Management Vol 3 No 1 (2024): International Journal Of Science Education and Technology Management
Publisher : Yayasan Azka Hafidz Maulana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.28301/ijsetm.v3i1.21

Abstract

The change in marketing system from traditional to digital marketing to face the 5.0 era forces MSMEs to make changes to their product marketing system through social media. Based on this, there are still many MSME players who do not understand digital marketing. For this reason, the aim of this research is to examine the use of digital marketing in accelerating the growth of Micro, Small and Medium Enterprises (MSMEs) in Lembang District, West Bandung. The focus of this study lies in how digital marketing strategies can be integrated into MSME business processes to increase visibility, market access, and ultimately, business performance. Using a mixed methodology approach, this research collects and analyzes data, in-depth interviews, and case studies of several MSMEs in the area. The research results show that the adoption of digital marketing, including the use of social media, search engine optimization (SEO), and content marketing, significantly contributes to increasing sales and brand building for MSMEs. Furthermore, this research identifies the challenges and opportunities faced by MSMEs in implementing digital marketing strategies, including limited resources, the need to increase digital competence, and digital market potential that has not been fully exploited. The conclusions of this study offer strategic insights for MSME owners, digital marketing practitioners, and policy makers to design and implement more effective digital marketing initiatives, thereby encouraging local economic growth and increasing the competitiveness of MSMEs in the global market
Implementation Of Data Mining In Digital Marketing Of Knit Bag Msmes West Bandung District Saepulloh, Yusep; Amirulloh, Moch Mumin; Juliane, Christina
International Journal of Science Education and Technology Management Vol 3 No 1 (2024): International Journal Of Science Education and Technology Management
Publisher : Yayasan Azka Hafidz Maulana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.28301/ijsetm.v3i1.24

Abstract

Knitted Bag Micro, Small and Medium Enterprises MSMEs in West Bandung Regency face challenges in exploiting the potential of the digital market. This research aims to apply data mining techniques to understand consumer patterns and increase the effectiveness of digital marketing strategies. In the methods section, the approach used in the clustering analysis is explained in detail. The data used, the variables observed, as well as the clustering techniques and statistical tests applied are described. In addition, the data processing and analysis procedures carried out are also explained to provide a clear understanding of the research methodology. This section presents the results of the clustering analysis and statistical tests performed. This includes the results of the clustering process using K-Means, the resulting cluster centers, as well as the results of the variance test showing the differences in means between cluster groups. Patterns in the data, differences between cluster groups, as well as the potential use of analysis results for developing marketing strategies and customer management are discussed in depth. This research succeeded in grouping customer data into five different clusters based on observed variables. Clustering analysis has helped in understanding patterns in data and identifying different customer groups. The implications of these findings for customer management and marketing strategy development are discussed, and suggestions for further research and development are provided.
Business Ethics in the Algorithmic Era: A Challenge Consumer Data Privacy and PDP Regulation Saepulloh, Yusep; Andi, Rendi Rizki
Socius: Jurnal Penelitian Ilmu-Ilmu Sosial Vol 3, No 3 (2025): October 2025
Publisher : Penerbit Yayasan Daarul Huda Kruengmane

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.5281/zenodo.18390085

Abstract

Amidst the euphoria of Industrial Revolution 4.0 and Society 5.0, data has emerged as "the new oil," fueling global economies while simultaneously triggering a fundamental ethical crisis. This study dissects the paradox of business ethics in Indonesia, where predictive algorithms often sacrifice human privacy for profit through the phenomenon of "surveillance capitalism". Utilizing a qualitative descriptive method with a juridical-normative approach, this research evaluates whether digital sovereignty has truly been achieved following the full implementation of Law Number 27 of 2022 concerning Personal Data Protection (PDP Law) on October 17, 2024. The analysis reveals a stark contrast: despite the legal framework, Indonesia's digital ecosystem in 2025 is still haunted by the absence of a functional independent supervisory body and persistent cybersecurity vulnerabilities, evidenced by the breach of 4.6 million citizens' data in West Java. Beyond mere legal compliance, this research proposes the Ethical Digital Entrepreneurship Model (EDEM) as a pragmatic framework to integrate values of honesty (shidq) and trust (amanah) into technological architecture. By repositioning data protection as a new form of Digital Corporate Social Responsibility (CSR), this article asserts that the future of digital business lies not just in algorithmic sophistication, but in moral integrity capable of reclaiming consumer trust.
The Role of Big Data Analytics in Strategic Decision-Making in Modern Retail Case Study: Indomaret and Alfamart Saepulloh, Yusep
Socius: Jurnal Penelitian Ilmu-Ilmu Sosial Vol 3, No 4 (2025): November
Publisher : Penerbit Yayasan Daarul Huda Kruengmane

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.5281/10.5281/zenodo.18390694

Abstract

Massive digital transformation has fundamentally changed the landscape of the modern retail sector, shifting the reliance on managerial intuition toward precise, fact-based decision-making. This analysis explores in depth how the integration of Big Data Analytics (BDA) supports the effectiveness of business strategies within two major retail players in Indonesia, namely Alfamart and Indomaret. Utilizing a descriptive qualitative approach with a case study method, the study was conducted by synergizing data from literature reviews, in-depth interviews, and digital observations of application ecosystems such as Alfagift and Klik Indomaret. The results of the analysis show that the implementation of BDA has a significant impact by increasing decision-making speed by 54%, reducing demand prediction error rates by 48.6%, and optimizing logistics efficiency by up to 18.2%. The utilization of the Apriori algorithm in Market Basket Analysis and the integration of AI into CRM systems have proven capable of revealing consumer behavior patterns to enable more accurate product bundling strategies and service personalization. Although offering a high competitive advantage, this implementation faces critical challenges, including a shortage of expert human resources, infrastructure readiness, and compliance obligations regarding the Personal Data Protection Act (UU PDP) Number 27 of 2022. Ultimately, the success of this digital transformation depends heavily on the formation of a data-driven organizational culture and transformational leadership.
Co-Authors Alijoyo, Franciskus Antonius Amirulloh, Moch Mumin Andi, Rendi Rizki Christina Juliane, Christina