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All Journal Journal of Artificial Intelligence and Digital Business Journal of Innovative and Creativity
Andis Febrian
UIN Sjech M. Djamil Djambek Bukittinggi
Computer Science & IT Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Languange, Linguistic, Communication & Media Mathematics Social Sciences Other

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Analisis Dampak Strategi MSDM pada Kinerja Pemasaran: Peran Moderasi Budaya Organisasi Helendra Helendra; Haderah Haderah; Andis Febrian; Zulvaruri Sintia Putri
Journal of Innovative and Creativity Vol. 6 No. 1 (2026)
Publisher : Fakultas Ilmu Pendidikan Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/joecy.v6i1.6656

Abstract

The increasingly fierce competition in digital marketing requires MSMEs and startups to not only rely on promotional strategies, but also on human resources and a work culture that supports rapid adaptation. In practice, many digital businesses face limitations in human resource management and organisational culture that are not yet well-defined, resulting in unstable marketing performance. This research is important to explain the internal factors that can strengthen marketing success in digital-based MSMEs and startups. This study aims to analyse the influence of HRM strategies on marketing performance and to examine the moderating role of organisational culture in digital-based MSMEs and startups in Padang and Bukittinggi. This is an explanatory quantitative study with a cross-sectional survey design. The research population consists of digital-based MSMEs and startups in Padang and Bukittinggi that carry out marketing activities through digital channels. The sampling technique used purposive sampling with a sample size of 250 respondents, namely business owners or managers who understand HRM practices, work culture, and marketing activities. Data were collected using a five-point Likert scale questionnaire and analysed using PLS SEM through SmartPLS. The results of the study indicate that HRM strategies have a positive effect on marketing performance, organisational culture has a positive effect on marketing performance, and organisational culture has been proven to strengthen the effect of HRM strategies on marketing performance. The implications of this study confirm that improving the marketing performance of digital businesses needs to be supported by strategic human resource management and an adaptive, collaborative, and customer-oriented organisational culture.
Analisis Penerapan Corporate Social Responsibility (CSR) PT Semen Padang Melalui Program Penanaman Pohon Kaliandra Dalam Meningkatkan Pendapatan Masyarakat Di Kecamatan IV Koto Aur Malintang Kabupaten Padang Pariaman Provinsi Sumatera Barat Rahma Oktafianti; Andis Febrian
RIGGS: Journal of Artificial Intelligence and Digital Business Vol. 5 No. 2 (2026): Mei-Juli
Publisher : Prodi Bisnis Digital Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/riggs.v5i2.8359

Abstract

Penelitian ini dilaksanakan berdasarkan implementasi program Corporate Social Responsibility (CSR) PT Semen Padang melalui kegiatan penanaman pohon kaliandra yang ditujukan untuk mendukung pelestarian lingkungan sekaligus meningkatkan kesejahteraan masyarakat. Meskipun program tersebut telah berjalan,   dalam pelaksanaannya masih dijumpai berbagai kendala, antara lain belum optimalnya pemanfaatan tanaman kaliandra oleh masyarakat serta dampak ekonomi yang belum dirasakan secara signifikan terhadap peningkatan pendapatan. Oleh karena itu, penelitian ini bertujuan untuk menganalisis penerapan program CSR PT Semen Padang melalui penanaman pohon kaliandra serta dampaknya terhadap pendapatan masyarakat di Kecamatan IV Koto Aur Malintang, Kabupaten Padang Pariaman. Metode penelitian yang digunakan adalah deskriptif kualitatif dengan pendekatan lapangan. Teknik pengumpulan data dilakukan melalui observasi, wawancara, dan dokumentasi dengan melibatkan pihak perusahaan, koordinator pelaksana program CSR, serta masyarakat penerima manfaat. Data yang diperoleh dianalisis secara kualitatif untuk menggambarkan pelaksanaan program dan dampak sosial ekonomi yang ditimbulkan. Hasil penelitian menunjukkan bahwa program CSR penanaman pohon kaliandra telah dilaksanakan sebagai wujud tanggung jawab sosial perusahaan dan memberikan dampak sosial positif, seperti meningkatnya kepedulian masyarakat terhadap lingkungan serta terbentuknya semangat gotong royong. Namun, dampak ekonomi terhadap peningkatan pendapatan masyarakat masih bersifat bertahap dan cenderung jangka panjang. Hal ini disebabkan oleh keterbatasan pemahaman masyarakat mengenai potensi ekonomis tanaman kaliandra serta belum optimalnya pendampingan dan partisipasi masyarakat. Oleh sebab itu, diperlukan peningkatan sosialisasi dan pendampingan secara berkelanjutan agar program CSR dapat memberikan manfaat ekonomi yang lebih nyata bagi masyarakat.  
Co-Authors Haderah Haderah Helendra Helendra Rahma Oktafianti Zulvaruri Sintia Putri