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All Journal Technomedia Journal Aptisi Transactions on Management
Louise, Natalia
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Computer Science & IT Decision Sciences, Operations Research & Management Languange, Linguistic, Communication & Media

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Analisis Strategi Pemasaran UMKM untuk Meningkatkan Pertumbuhan Bisnis di Era Digital: Strategic Analysis of MSMEs for the Advancement of Digital Age Business Birgithri, Andzelika; Syafira, Tasya; Louise, Natalia
Technomedia Journal Vol 9 No 1 Juni (2024): TMJ (Technomedia Journal)
Publisher : Pandawan Incorporation, Alphabet Incubator Universitas Raharja

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33050/tmj.v9i1.2268

Abstract

The global market has experienced a significant transformation along with the development of digital business technology, especially Micro, Small and Medium Enterprises (MSMEs) which are faced with new challenges in utilizing the digital era to increase product growth. This research aims to investigate effective marketing strategies in accelerating business growth in the digital era. MSMEs often face difficulties in adapting to these changes and exploiting them optimally for their growth. Despite the enormous opportunities offered by digital technology, many MSMEs have still not adopted the right marketing strategies to achieve success in the digital era. This causes many MSMEs to be trapped in intense competition or even lose their market share. This research aims to explore effective marketing strategies in increasing business growth in the digital era and to provide practical guidance for MSMEs in implementing these strategies. This research uses a qualitative approach by conducting case studies of several MSMEs that have successfully implemented digital marketing strategies. Data was collected through in-depth interviews and documentation analysis. The research results show that an effective digital marketing strategy includes the use of social media, relevant and interesting content, search engine optimization (SEO), and data analysis for better decision making. Implementing the right digital marketing strategy can significantly increase MSME business growth in the digital era. It is important for MSMEs to continue to develop knowledge and skills in this regard to remain relevant and competitive in this increasingly changing market.
Exploring Technology Innovation Management’s Impact on Business Competitiveness and Efficiency: SmartPLS Approach Zururi, Achmad; Andriyansah; Lesmana, Rosa; Louise, Natalia
APTISI Transactions on Management (ATM) Vol 9 No 1 (2025): ATM (APTISI Transactions on Management: January)
Publisher : Pandawan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33050/atm.v9i1.2403

Abstract

This study investigates the impact of Technology Innovation Management (TIM) on business competitiveness and operational efficiency, employing a SmartPLS-based structural equation modeling approach. TIM is critical for or- ganizations navigating rapidly evolving technological landscapes, enabling them to enhance innovation, differentiate themselves, and optimize resources. The research evaluates these relationships through a quantitative design, utilizing a structured survey distributed across organizations adopting TIM practices. Data from 150 respondents were analyzed to test two hypotheses: (H1) TIM posi- tively influences business competitiveness, and (H2) TIM positively impacts op- erational efficiency. Data analysis was conducted using SmartPLS, which con- firmed both hypotheses. TIM significantly enhances competitiveness (β = 0.62, p < 0.001) and operational efficiency (β = 0.71, p < 0.001). Compet- itiveness benefits include market differentiation, improved customer satisfac- tion, and agility in responding to market changes. Efficiency gains stem from streamlined processes, cost reduction, and optimized resource utilization. These findings underscore TIM’s role as a strategic enabler of sustainable business performance. The study contributes to the literature by empirically validating the relationship between TIM, competitiveness, and efficiency. Practical im- plications include recommendations for managers to prioritize TIM initiatives. Limitations, such as the cross-sectional design and sampling method, suggest avenues for future research to explore these dynamics in diverse contexts and longitudinal studies.
Co-Authors Andriyansah . Birgithri, Andzelika Lesmana, Rosa Syafira, Tasya Zururi, Achmad