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All Journal SRIWIJAYA INTERNATIONAL JOURNAL OF DYNAMIC ECONOMICS AND BUSINESS Southeast Asian Journal of Management and Research
Juanim
Unknown Affiliation
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Business Going Concern: Encourage and Raise the Competitiveness of Small Businesses Through Digital Marketing Strategies Juanim; Baihaqi, Muhammad Iqbal
SRIWIJAYA INTERNATIONAL JOURNAL OF DYNAMIC ECONOMICS AND BUSINESS SIJDEB, Vol. 9, No. 1, March 2025
Publisher : Faculty of Economics, Universitas Sriwijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29259/sijdeb.v9i1.37-56

Abstract

Small businesses face challenges in maintaining going concern, especially amid today’s disruptive era. An innovative digital marketing mix strategy is key to building competitive advantage and enhancing marketing performance. This study examines how small businesses adapt to complex environments. Findings show that a modern, technology-driven marketing mix significantly improves sustainable marketing performance. Among the four dimensions, digital-based promotion contributes the most. This study employs a descriptive quantitative approach with the aim of developing a comprehensive understanding of digital marketing strategies and their impact on sustainable marketing performance in small-scale hijab businesses. These results highlight that small businesses embracing digital innovation in their marketing strategies are more likely to sustain and compete effectively in the evolving market.
The Role of Purchase Intention as a Mediating Variable in the Relationship Between Promotion and Purchase Decisions , Elizabeth Tika Kristina Hartuti; Suteja, Jaja; Juanim
SAJMR : Southeast Asian Journal of Management and Research Vol. 4 No. 2 (2026): May
Publisher : Yayasan Putra Adi Dharma

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61402/sajmr.v4i2.594

Abstract

This study aims to analyze the influence of promotions on purchasing decisions with purchase interest as a mediating variable on Wuling brand car consumers in the Special Region of Yogyakarta (DIY). The research approach used is quantitative with an explanatory design. The sampling process uses accidental sampling, namely a sample determination technique based on respondents who are accidentally met by researchers and meet the criteria as research respondents with a sample size of 297 respondents and analyzed using covariance-based Structural Equation Modeling (SEM) with the help of LISREL 8.8 software. The analysis includes testing the measurement model (validity and reliability) and the structural model to test the direct effect of promotions on purchase interest and the mediating effect of purchase interest on the influence of promotions on purchasing decisions. The method used was an explanatory quantitative approach. Primary data were collected through a questionnaire with a Likert scale of 1–5. The analysis results showed that promotion had a direct, positive and significant effect on purchase intention, promotion also had a direct effect on purchase decisions, and purchase intention mediated the effect of promotion on purchase decisions. K
Co-Authors , Elizabeth Tika Kristina Hartuti Baihaqi, Muhammad Iqbal Jaja Suteja