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All Journal Jurnal EMT KITA Media Mahardhika
Paolo, Clarissa Chandra
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Social Sciences

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Strategi Pemasaran dalam Penerapan Digital Marketing pada Kewirausahaan UMKM Kuliner: Studi Kasus pada “Bakso dan Mie Ayam Mami Inung” di Rajabasa, Bandar Lampung Daud, Syahril; Maxentia, Cindy; Paolo, Clarissa Chandra; Tanuhardja, Ferdinand
Jurnal EMT KITA Vol 9 No 1 (2025): JANUARI 2025
Publisher : Lembaga Otonom Lembaga Informasi dan Riset Indonesia (KITA INFO dan RISET) - Lembaga KITA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35870/emt.v9i1.3485

Abstract

Technological advances have brought significant changes in the business world, especially through digital marketing which provides great opportunities for UMKM to increase revenue and competitiveness. This research aims to analyze the digital marketing strategies implemented by UMKM “Bakso and Mie Ayam Mami Inung” in Bandar Lampung, with a focus on optimizing social media and e-commerce platforms. This research uses a qualitative approach with descriptive methods, involving in-depth interviews, participatory observation, and document analysis. The results show that digital marketing strategies such as the utilization of social media, delivery platforms, and collaboration with influencers can increase product visibility and accessibility. However, challenges such as lack of digital skills and fierce competition are still major obstacles. SWOT analysis identified a great opportunity in utilizing technology to reach a wider market. Implementation of strategies such as creative content creation, discount promotions, and marketing data analysis are recommended to improve business sustainability. This research provides insights for other UMKM in developing effective digital marketing strategies to improve competitiveness in the digital era.
PENGARUH WORK LIFE BALANCE DAN WORK ENGAGEMENT TERHADAP KINERJA KARYAWAN MELALUI KEPUASAN KERJA KARYAWAN: (Studi Pada PT Sumber Kurnia Alam Bandar Lampung) Dunan, Hendri; Paolo, Clarissa Chandra
Media Mahardhika Vol. 23 No. 3 (2025): May 2025
Publisher : STIE Mahardhika

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29062/mahardika.v23i3.1259

Abstract

Knowing whether work balance and involvement affect employee performance through job satisfaction at PT Sumber Kurnia Alam Bandar Lampung, this research was conducted. This type of research is quantitative and there are 40 questionnaires filled out by employees of PT Sumber Kurnia Alam Bandar Lampung office. Data analysis through path analysis and applying SEM through PLS 4.0 software. Based on the findings, work balance has a negative and moderate effect on employee performance, work involvement has a positive and moderate effect, work balance has a positive and significant effect on job satisfaction, as well as work involvement, job satisfaction has a significant and positive effect on employee performance, work balance variables on performance have a significant indirect effect on job satisfaction, and work involvement variables do not have a mediating effect but, have a direct effect on employee performance.
Co-Authors Hendri Dunan Maxentia, Cindy Syahril Daud Tanuhardja, Ferdinand