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All Journal JURNAL LENTERA BISNIS Lead Journal of Economy and Administration
Hendrawan, Aris
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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The Analysis Of Marketing Communication Strategy at PT XYZ Hendrawan, Aris; Badriyah; Rustanto, Agung Edi
Lead Journal of Economy and Administration Vol 1 No 3 (2023): Lead Journal of Economy and Administration (LEJEA)
Publisher : International Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56403/lejea.v1i3.80

Abstract

Every company definitely wants to emerge as a champion in the midst of intense market competition. To achieve this, what can be done by a company is to carry out effective marketing or promotional communication activities in order to be able to target the right opportunities. This research has the objectives, among others, to find out the marketing communication strategy at PT XYZ along with the constraints faced and the solutions implemented. The research method used is descriptive qualitative with data collection techniques through observation, interviews, and supported by literature studies. From the results of processing the data obtained, this study concluded that PT XYZ had carried out marketing communications activities both conventionally and digitally quite well. Various obstacles were encountered by PT XYZ, such as the lack of marketing communication activities to be carried out and adequate human resources. However, to overcome these obstacles, there are several solutions that can be implemented, for example implementing other forms of marketing communications, increasing the number of personnel, and increasing distributors at strategic points.
PENGARUH PEMANFAATAN ARTIFICIAL INTELLIGENCE (AI) TERHADAP MUTU LAYANAN PENDIDIKAN PADA SEKOLAH MENENGAH KEJURUAN (SMK) DI JAKARTA UTARA Sopiah, Sopiah; Nugraha, Ary Bayu; Sutriyadi, Riko; Nasution, Nova Nilakrisna; Hendrawan, Aris
JURNAL LENTERA BISNIS Vol. 15 No. 2 (2026): JURNAL LENTERA BISNIS, Mei 2026
Publisher : POLITEKNIK LP3I JAKARTA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34127/jrlab.v15i2.2434

Abstract

The development of Artificial Intelligence (AI) has accelerated digital transformation across various aspects of educational management, including efforts to improve the quality of educational services in Vocational High Schools (SMKs). This study aims to analyze the effect of Artificial Intelligence utilization on the quality of educational services in Vocational High Schools. A quantitative approach with a survey method was employed involving 100 respondents consisting of teachers, educational staff, and students selected through purposive sampling. The research instrument was a Likert-scale questionnaire (1–5) comprising 15 items for the Artificial Intelligence variable and 15 items for the educational service quality variable. Data were analyzed using simple linear regression. The results indicate that the research instruments met the validity and reliability requirements, with Cronbach’s Alpha values of 0.911 for the Artificial Intelligence variable and 0.897 for the educational service quality variable. The regression analysis produced the equation Ŷ = 31.536 + 0.473X, indicating that Artificial Intelligence utilization has a positive effect on educational service quality. The correlation coefficient (r = 0.462) demonstrates a moderate positive relationship, while the coefficient of determination (R² = 0.214) indicates that Artificial Intelligence utilization contributes 21.4% to the improvement of educational service quality. Hypothesis testing revealed that the calculated t-value (5.161) exceeded the critical t-value (1.984), and the calculated F-value (26.635) exceeded the critical F-value (3.94) at a significance level of 0.05. These findings confirm that the utilization of Artificial Intelligence has a positive and statistically significant effect on the quality of educational services in Vocational High Schools.
Co-Authors Agung Edi Rustanto Badriyah Nasution, Nova Nilakrisna Nugraha, Ary Bayu Sopiah, Sopiah Sutriyadi, Riko