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Saidiah, Saidiah
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Economics, Econometrics & Finance Education Social Sciences Other

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ANALISIS PENGARUH INTERAKSI PENGAMBILAN KEPUTUSAN TIM MARKETING DAN OPERASI DALAM MENINGKATKAN RESPONSIVITAS PASAR DI PT. MEGA JAYA BERKAT Saidiah, Saidiah; Widiarti, Aniek; Mahendra, Jesica; Rahma Izaki, Nadia
Journal of Business Education and Social Vol. 6 No. 1 (2025): Journal of Business Education and Social
Publisher : Universitas Islam Syekh Yusuf

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33592/jbes.v6i1.6600

Abstract

Penelitian ini bertujuan untuk memahami tentang pengaruh interaksi pengambilan keputusan antara tim marketing dan operasi produksi dalam meningkatkan responsivitas pasar pada PT. Mega Jaya Berkat. Menggunakan pendekatan deskriptif kualitatif dengan metode wawancara, observasi, dan dokumentasi. Penelitian ini menemukan bahwa perusahaan sangat memperhatikan minimalisasi risiko dalam pengambilan keputusan pemasaran. Faktor pasar yang dinamis dan sulit diprediksi menjadi tantangan utama. Perusahaan melibatkan tim pemasaran dan operasi produksi dalam pengambilan keputusan dan menerima semua masukan yang diberikan dari tim manapun, namun keputusan akhir tetap berada pada visi dan misi perusahaan. Selain itu media sosial dianggap sebagai saluran atau platform promosi yang paling efektif. Temuan ini menunnjukkan pentingnya kolaborasi lintas fungsi dan pemanfaatan data pasar dalam menghadapi persaingan bisnis yang ketat. Kata Kunci: Pengambilan Keputusan, Marketing, Operasi Produksi, Persaingan
Analysis of Lecturer Performance Effectiveness: The Role of Personal Branding, Social Media and Digital Products with Digital Economy Moderation in Private Universities in Tangerang Sukaesih, Imas; Bastian, Asep Ferry; Mahmudin, Mahmudin; Saidiah, Saidiah; Rifa’i, Ahmad Zaenur
SENTRALISASI Vol. 15 No. 2 (2026): May
Publisher : Universitas Muhammadiyah Sorong

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33506/sl.v15i2.5362

Abstract

This study aims to analyze lecturer performance effectiveness by examining the roles of personal branding, social media, and digital products, moderated by the digital economy. Specifically, it examines the direct effects of these variables and how the digital economy moderates their relationship with performance. A quantitative approach using a cross-sectional survey was applied. Data from 105 lecturers at private universities in Tangerang were analyzed with SEM-PLS. Findings reveal that personal branding and social media have a significant positive effect on performance. In contrast, digital products show a significant negative effect, potentially due to adaptation burdens and uneven digital literacy. The digital economy moderates these relationships selectively: it strengthens the effect of social media, weakens the effect of personal branding, and does not moderate the link between digital products and performance. These findings imply that universities should design structured digital literacy policies, strengthen academic branding programs, and establish supportive technology governance. Theoretically, this study contributes by integrating the digital economy as a selective moderator into the performance model and providing contextual evidence on digital adaptation in Indonesian higher education. 
Co-Authors Bastian, Asep Ferry Mahendra, Jesica Mahmudin Mahmudin, Mahmudin Rahma Izaki, Nadia Rifa’i, Ahmad Zaenur Sukaesih, Imas Widiarti, Aniek