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All Journal Mimbar Agribisnis: Jurnal Pemikiran Masyarakat Ilmiah Berwawasan Agribisnis AKSIOLOGIYA : Jurnal Pengabdian Kepada Masyarakat PengabdianMu: Jurnal Ilmiah Pengabdian kepada Masyarakat Media Agribisnis Journal of Agricultural Socio-Economics (JASE) Journal Automation Computer Information System (JACIS) Jurnal Bisnis Mahasiswa Madani: Jurnal Pengabdian Masyarakat dan Kewirausahaan Journal of Business Management
Saadillah, Dinu
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Agriculture, Biological Sciences & Forestry Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Environmental Science Law, Crime, Criminology & Criminal Justice Public Health Social Sciences Other

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Journal : Journal of Business Management

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Effectiveness of Alternative Statistical Approaches in Testing the Significance of the Null Hypothesis to Improve Reliability in Marketing Research Wiguna, Ardhitya Alam; Ardi, Aditya Nizar Al; Saadillah, Dinu; Hakim, Lukman; Pinandita, Candra Pramula
Journal of Business Management Vol. 2 No. 2 (2024): December
Publisher : Indonesian Journal Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47134/jobm.v2i2.31

Abstract

This study examines the effectiveness of various alternative statistical approaches in testing the null hypothesis's significance to improve marketing research's reliability. Conventional methods such as p-value are often misunderstood and have limitations in interpreting the results of the analysis. Therefore, this study compares several alternative approaches, including Bayesian inference, bootstrap resampling, and false discovery rate, to improve the validity and repeatability of marketing research results. By using a simulation-based quantitative approach and a survey of marketing academics and practitioners, the findings of this study show that alternative methods can provide more informative results than conventional techniques. The implications of this study contribute to strengthening marketing research methodologies to be more accurate and reliable.
Strategic Digital Marketing Innovation for Sustainable Growth of Traditional Food MSMEs in Indonesia Wiguna, Ardhitya Alam; Ardi, Aditya Nizar Al; Saadillah, Dinu; Mayasari, Financia; Hardiyani, Rini; Andriyanto, Dicky; Azizah, Nur
Journal of Business Management Vol. 3 No. 2 (2025): December
Publisher : Indonesian Journal Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47134/jobm.v3i2.171

Abstract

Micro, Small, and Medium Enterprises (MSMEs) play a crucial role in Indonesia's economic development; however, many face challenges in maintaining competitiveness, particularly in the traditional food sector. One example is the Putri Madu Cassava Tape Business in Jember Regency, East Java, which has experienced a decline in sales even though it has a wide market network. This study aimed to formulate an effective marketing strategy by combining SWOT (Strengths, Weaknesses, Opportunities, Threats) analysis and Quantitative Strategic Planning Matrix (QSPM). The literature review highlighted the importance of strategic management, marketing mix, digital marketing, and empirical findings related to the competitiveness of MSMEs. Data was collected through interviews, questionnaires, and documentation involving business owners, employees, and marketing experts. The SWOT analysis identified key strengths such as product quality and an extensive distribution network, as well as weaknesses in the form of limited product innovation and conventional promotion. External analysis showed opportunities from digital technology adoption and government support, accompanied by the threat of fierce competition and changing consumer preferences. The QSPM results prioritized six alternative strategies, with digital marketing integration (TAS: 6.52) and product diversification (TAS: 6.20) as top priorities. These findings showed that the combination of SWOT–QSPM with digital marketing can provide a strategic framework for MSMEs to increase competitiveness, expand the market, and achieve sustainable growth.
Co-Authors Al Ardi, Aditya Al Ardi, Aditya Nizar Al-Ardi, Aditya Nizar Andriyani, Fitriya Ardi, Aditya Nizar Al Bena, Lintang Anis Berlina Yudha Pratiwi, Berlina Yudha Dewi Kurniawati Dicky Andriyanto Hardiyani, Rini Kinanti, Lintang Anis Bena Lintang Anis Bena Kinanti Lukman Hakim Mayasari, Financia Nadhirah, Aulia Nur Azizah Pinandita, Candra Pramula Pratama, Fredy Eka Ardhi Sookhai, Satesh Sutantio, Alamsyah Sutantio, R. Alamsyah Universitasari, Pascawati Savitri Wiguna, Ardhitya Alam Yuliana Yuliana Yuniar, Eka