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All Journal International Journal of Business, Law, and Education The Eastasouth Management and Business West Science Agro Journal of Social Entrepreneurship and Creative Technology
Susiang, Maria Imelda Novita
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Agriculture, Biological Sciences & Forestry Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Neuroscience Social Sciences Other

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Creative Marketing Strategies to Drive Business Growth in Startup Incubators Susiang, Maria Imelda Novita
The Eastasouth Management and Business Vol. 3 No. 01 (2024): The Eastasouth Management and Business (ESMB)
Publisher : Eastasouth Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/esmb.v3i1.348

Abstract

In order to better understand how innovative marketing techniques, contribute to the expansion of startups in incubators, this study focuses on data-driven methodologies, digital marketing tactics, cooperative projects, and storytelling. Emerging topics were discovered through semi-structured interviews with important stakeholders, such as incubator managers, company founders, and marketing experts. topics were then examined using thematic analysis. The results highlight how crucial cooperative marketing initiatives are for maximizing group networks and resources to increase marketing reach. In today's digital-first world, digital marketing techniques including email marketing, social media marketing, content production, and SEO have become essential for businesses to successfully engage with their target audience. Furthermore, brand narrative and storytelling were emphasized as effective strategies for establishing emotional bonds with clients and setting up new businesses apart from rivals. Furthermore, it was discovered that improving campaign efficacy and refining marketing tactics required the use of data-driven marketing techniques. There is a discussion of how these findings affect startup incubators and suggestions for encouraging successful marketing tactics.
Dynamic Capabilities, Resources, and Social Capital in Creating Sustainable Competitive Strategies in Indonesian MSME Susiang, Maria Imelda Novita
International Journal of Business, Law, and Education Vol. 5 No. 1 (2024): International Journal of Business, Law, and Education
Publisher : IJBLE Scientific Publications Community Inc.

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56442/ijble.v5i1.499

Abstract

The purpose of this study is to better understand how Indonesian Micro, Small, and Medium-Sized Enterprises (MSMEs) shape sustainable competitive strategies through the interaction of dynamic capabilities, resources, and social capital. The study employed a quantitative methodology that utilized Structural Equation Modeling with Partial Least Squares (SEM-PLS 3) to extract data from a representative sample of 232 MSMEs located in different industries and geographies. The results show that social capital, resources, dynamic capacities, and sustainable competitive strategies are all positively correlated. The study also reveals the mediating functions of social capital and resources in converting dynamic capabilities into long-term competitive advantages. With a robust R-squared value and a Goodness of Fit (GoF) rating of 0.68, the model demonstrates a substantial fit, indicating its adequacy in explaining the intricacies of the MSME environment in Indonesia. These revelations have important ramifications for developing theories as well as useful tactics to raise MSMEs' competitiveness in Indonesia.
The Role of Local Product Quality, Destination Uniqueness, and Access to Information in Increasing Agro-Tourism Consumer Satisfaction in Bogor Susiang, Maria Imelda Novita; Latif, Latif; Setiyawan, Heri
West Science Agro Vol. 3 No. 01 (2025): West Science Agro
Publisher : Westscience Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/wsa.v3i01.1699

Abstract

This study investigates the role of local product quality, destination uniqueness, and access to information in enhancing agro-tourism consumer satisfaction in Bogor. A quantitative research design was employed, involving 150 respondents who had visited agro-tourism destinations. Data were collected using a structured questionnaire and analyzed with Structural Equation Modeling-Partial Least Squares (SEM-PLS 3). The findings reveal that local product quality, destination uniqueness, and access to information significantly and positively influence consumer satisfaction, collectively explaining 62% of its variance. These results highlight the critical role of quality products, unique destination attributes, and effective information dissemination in shaping consumer experiences. Practical recommendations for agro-tourism stakeholders include prioritizing product quality, emphasizing destination distinctiveness, and improving communication strategies.
The Role of Local Product Quality, Destination Uniqueness, and Access to Information in Increasing Agro-Tourism Consumer Satisfaction in Bogor Susiang, Maria Imelda Novita; Latif, Latif; Setiyawan, Heri
West Science Agro Vol. 3 No. 01 (2025): West Science Agro
Publisher : Westscience Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/wsa.v3i01.1699

Abstract

This study investigates the role of local product quality, destination uniqueness, and access to information in enhancing agro-tourism consumer satisfaction in Bogor. A quantitative research design was employed, involving 150 respondents who had visited agro-tourism destinations. Data were collected using a structured questionnaire and analyzed with Structural Equation Modeling-Partial Least Squares (SEM-PLS 3). The findings reveal that local product quality, destination uniqueness, and access to information significantly and positively influence consumer satisfaction, collectively explaining 62% of its variance. These results highlight the critical role of quality products, unique destination attributes, and effective information dissemination in shaping consumer experiences. Practical recommendations for agro-tourism stakeholders include prioritizing product quality, emphasizing destination distinctiveness, and improving communication strategies.
Digital Marketing Strategy for Creative Startups: Case Study Tjong, Mardi Hartanto; Susiang, Maria Imelda Novita
Journal of Social Entrepreneurship and Creative Technology Vol. 2 No. 1 (2025)
Publisher : Yayasan Adra Karima Hubbi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70177/jseact.v2i1.2056

Abstract

The rapid growth of digital technologies has transformed the way businesses market their products and services. For creative startups, adopting effective digital marketing strategies is crucial to establish brand identity, attract customers, and achieve sustainable growth. However, many creative startups face challenges in selecting and implementing the most effective digital marketing approaches due to limited resources and expertise. This research aims to explore the digital marketing strategies employed by creative startups and assess their impact on business growth. The study uses a case study approach, focusing on five creative startups across different sectors (design, media, fashion, arts, and entertainment). Data was collected through in-depth interviews with founders and key marketing personnel, along with an analysis of digital marketing campaigns and outcomes. Findings indicate that successful creative startups utilize a combination of social media marketing, content creation, and influencer partnerships to enhance brand visibility and engagement. Additionally, effective use of data analytics to track customer behavior and tailor marketing efforts was found to significantly improve campaign success. The study concludes that adopting a targeted and adaptable digital marketing strategy, coupled with leveraging emerging platforms and data insights, is essential for creative startups to thrive in a competitive market. This research contributes to the growing understanding of digital marketing strategies tailored to the specific needs of creative startups.
Co-Authors Ghofur, Mohammad Raden Mohamad Herdian Bhakti Setiyawan, Heri Tjong, Mardi Hartanto