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All Journal (JUMPER) INTERNATIONAL JOURNAL OF ECONOMIC LITERATURE (INJOLE)
Susi Arijanti
STP Aviasi, Indonesia
Humanities Economics, Econometrics & Finance Social Sciences

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MARKETING STRATEGY THROUGH APPLICATION-BASED DIGITAL MARKETING IN INCREASING CUSTOMER SATISFACTION Yupiter Mendrofa; Susi Arijanti; Johni Eka Putra
INTERNATIONAL JOURNAL OF ECONOMIC LITERATURE Vol. 1 No. 12 (2024): INTERNATIONAL JOURNAL OF ECONOMIC LITERATURE (INJOLE)
Publisher : Adisam Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

Technological developments produce increasingly sophisticated facilities, which can be used as media in developing customer satisfaction-oriented business ventures. One form of technology integration is in marketing practices using digital marketing strategies. Digital marketing strategies are very important as a strategy to increase sales. Currently, establishing effective communication with customers has become a necessity so that customers can understand them. Digital marketing is a marketing or promotional activity for a brand or product using digital media or the internet. The aim of digital marketing itself is to attract consumer interest quickly. The use of digital media in this activity can provide many benefits because the advantages of digital technology enable instant two-way communication between producers and customers, where customers can choose, order, respond and even submit complaints directly wherever and whenever. The important point of the advantage of digital technology is the high frequency of communication or interaction that occurs between producers and customers with a fast information distribution process, which indicates the existence of high frequency brand communication.
The Influence of Entrepreneurial Orientation, Innovation Capability, and Risk-Taking on Business Performance Agus Andi Subroto; Susi Arijanti; Ingrid Panjaitan; Ika Rosenta Purba
Journal Management & Economics Review (JUMPER) Vol. 3 No. 10 (2026): April
Publisher : Malaqbi Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59971/jumper.v3i10.979

Abstract

This study examines the influence of entrepreneurial orientation, innovation capability, and risk-taking on business performance among small and medium enterprises (SMEs). Grounded in the Resource-Based View and dynamic capabilities theory, the research investigates how strategic orientation and organizational capabilities contribute to firm performance in competitive and uncertain business environments. A quantitative explanatory approach was employed using survey data collected from 210 SME owners and managers. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) to assess both measurement and structural models. The findings reveal that entrepreneurial orientation, innovation capability, and risk-taking each have a positive and significant effect on business performance. Among these variables, innovation capability emerged as the strongest predictor, indicating that the ability to develop and implement new ideas, technologies, and processes plays a crucial role in enhancing firm outcomes. Entrepreneurial orientation significantly contributes by fostering proactive and innovative strategic behavior, while risk-taking supports performance through calculated engagement in uncertain opportunities. Collectively, the three variables explain a substantial proportion of variance in business performance, demonstrating the importance of integrating entrepreneurial mindset, innovation processes, and strategic risk behavior. The study provides theoretical contributions by offering an integrated framework of strategic drivers of performance and practical implications for SME managers seeking sustainable competitive advantage.
The Impact of Creativity, Market Orientation, and Competitive Strategy on Startup Performance Susi Arijanti; Tukkot Hamonangan Immanuel; Noorhani Dyani Laksmi; Muh Zulkifli Tahir
Journal Management & Economics Review (JUMPER) Vol. 3 No. 10. 1 (2026): Special Issue: Call For Paper JUMPER
Publisher : Malaqbi Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59971/jumper.v3i10. 1.1033

Abstract

This study aims to examine the impact of creativity, market orientation, and competitive strategy on startup performance. In an increasingly dynamic and competitive business environment, startups are required to leverage internal capabilities and external market insights to achieve sustainable growth. This research adopts a quantitative approach using a cross-sectional survey design, with data collected from 187 startup founders and managers in Indonesia through structured questionnaires. The data were analyzed using multiple linear regression analysis to test the proposed hypotheses. The results indicate that creativity, market orientation, and competitive strategy each have a positive and significant effect on startup performance. Among these variables, creativity emerges as the most influential factor, highlighting the importance of innovation and idea generation in enhancing business outcomes. Furthermore, the findings reveal that the three variables simultaneously contribute significantly to startup performance, suggesting that an integrated approach is essential for achieving optimal results. This study provides both theoretical and practical contributions by emphasizing the need for startups to align creative capabilities with market understanding and strategic positioning. The findings offer valuable insights for entrepreneurs and managers in developing effective strategies to improve performance and ensure long-term sustainability.
Co-Authors Agus Andi Subroto Ika Rosenta Purba Ingrid Panjaitan Johni Eka Putra Muh Zulkifli Tahir Noorhani Dyani Laksmi Tukkot Hamonangan Immanuel Yupiter Mendrofa