ECOBISMA (JURNAL EKONOMI, BISNIS DAN MANAJEMEN)最新文献

{"title":"HUBUNGAN STRATEGI BISNIS FASTFOOD MELALUI DIRECT MARKETING STUDI KASUS CALIFORNIA FRIED CHICKEN SUZUYA MALL RANTAUPRAPAT","authors":"Ummi Nurzannah Dalimunthe, Ade Parlaungan Nasution, J. Lubis","doi":"10.36987/ecobi.v10i2.4117","DOIUrl":"https://doi.org/10.36987/ecobi.v10i2.4117","url":null,"abstract":"The application of direct marketing can generally increase sales of products and services to consumers because these activities will directly obtain a response or feedback from consumers. The purpose of this study is partially independent variables Product Quality (X1), Product Attributes (X2), Service (X3) and Differentiation (X4) affect the dependent variable Direct Marketing (Y). The research design relevant to this research emphasizes descriptive research collaboration with a quantitative approach. The population and sample are customers who visit California Fried Chicken (CFC) Suzuya Mall Rantauprapat in the January-February 2023 period. The method of determining the population and sample generally uses Maximum Likehood Estimation (MLE), the number of samples in the survey ranges from 100-200 samples estimated based on the number of variable indicators as a whole 5 x 20 (indicators), so the sample set is 250 samples. The sampling technique uses purposive sampling (ie whoever the respondent is who kebutulan meets with the researcher at the California Fried Chicken (CFC) Suzuya Mall Rantauprapat). The scale technique used by the author chooses a Likert scale. As for data analysis techniques in solving problems with the Smart PLS v.4.0 application to predict the model tested in the study. From the results of the study it can be concluded that the variables of product quality (X1) and service (X3) have no significant effect on direct marketing and product attributes (X2) and differentiation (X4) have a significant effect on direct marketing. In addition, the findings of the research direct marketing variable has a good role as the dependent variable","PeriodicalId":309702,"journal":{"name":"ECOBISMA (JURNAL EKONOMI, BISNIS DAN MANAJEMEN)","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2023-06-27","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"133119948","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"PENGARUH CONTENT MARKETING , VIRAL MARKETING DAN INFLUENCER TERHADAP MINAT BELI PRODUK SKINCARE PADA MAHASISWA","authors":"Aisyah Fitri Pasaribu, Tri Inda Fadhila Rahma, Budi Dharma","doi":"10.36987/ecobi.v10i2.4432","DOIUrl":"https://doi.org/10.36987/ecobi.v10i2.4432","url":null,"abstract":"Abstract : This study aims to determine the effect of Content Marketing, Viral Marketing and Influencers on Buying Interest in Students. This type of research is quantitative with a questionnaire distribution method. Respondents in this study were 100 students from the Faculty of Economics and Islamic Business, State Islamic University of North Sumatra. The technique used is purposive sampling. The method used in this research is variance-based Structural Equation Modeling (SEM) analysis, namely Patrial Least Square (PLS). The results of this study indicate the influence of Viral Marketing on Buying Interest in Skincare Products. While the Content Marketing and Influencer Variables show no influence on the Interest in Buying Skincare Products in Students.","PeriodicalId":309702,"journal":{"name":"ECOBISMA (JURNAL EKONOMI, BISNIS DAN MANAJEMEN)","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2023-06-27","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"125060105","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"LOYALITAS PELANGGAN E-COMMERCE SHOPEE DI KOTA PONTIANAK","authors":"Wendy Suhendry","doi":"10.36987/ecobi.v10i2.4369","DOIUrl":"https://doi.org/10.36987/ecobi.v10i2.4369","url":null,"abstract":"AbstrakPandemi Covid-19 yang melanda Indonesia membuat masyarakat melakukan berbagai aktivitasnya secara online. Hal ini membuat e-commerce menjadi pilihan yang banyak digunakan masyarakat saat berbelanja. Peningkatan transaksi e-commerce mendorong perusahaan e-commerce berlomba-lomba untuk menjadi pilihan pertama masyarakat dalam bertransaksi, satu di antaranya adalah Shopee. Namun di saat transaksi e-commerce masyarakat Indonesia meningkat di tahun 2021, peringkat shopee turun ke peringkat kedua berdasaran survei yang dilaksanakan oleh iPrice. Terdapat beberapa faktor yang mempengaruhi loyalitas pelanggan. Satu di antaranya adalah kualitan pelayanan elektronik. Tujuan penelitian ini adalah untuk mengetahui apakah variabel kualitas pelayanan elektronik memiliki pengaruh yang signifikan terhadap loyalitas pelanggan melalui kepuasan pelanggan sebagai variabel interverning, dan untuk mengetahui pengaruh kepuasan pelanggan sebagai variabel intervening terhadap loyalitas pelanggan. Penelitian ini termasuk jenis penelitian asosiatif kausal yang dilaksanakan di Kota Pontianak. Variabel penelitian ini terdiri atas variabel bebas yaitu kualitas pelayanan elektronik, variabel terikat yaitu loyalitas pelanggan, dan variabel interverning yaitu kepuasan pelanggan e-commerce Shopee. Teknik analisis data dalam penelitian ini menggunakan Partial Least Square. Penelitian ini menunjukkan bahwa variabel kepuasan pelanggan berpengaruh signifikan terhadap loyalitas pelanggan secara parsial dan variabel kualitas pelayanan elektronik berpengaruh terhadap loyalitas pelanggan secara tidak langsung melalui kepuasan pelanggan pada e-commerce Shopee.Kata kunci: Kualitas Pelayanan Elektronik; Kepuasan Pelanggan; Loyalitas Pelanggan; e-commerce Shopee. AbstractCovid-19 pandemic in Indonesia has forced people to carry out various activities online. This makes many people use e-commerce when shopping. The increase in e-commerce transactions has encouraged e-commerce companies to compete to become the first choice in transactions, include Shopee. However, when e-commerce transactions increased in 2021, Shopee's ranking dropped to second place based on a survey conducted by iPrice. There are several factors that affect customer loyalty. One of them is electronic service quality. The purpose of this study was to determine whether the electronic service quality variable has a significant influence on customer loyalty through customer satisfaction as an intervening variable, and customer satisfaction on customer loyalty. This research is a type of causal associative research conducted in Pontianak. Variables of this study consist of independent variable, namely electronic service quality, dependent variable, namely customer loyalty, and intervening variable, namely Shopee e-commerce customer satisfaction. Data analysis technique in this study uses Partial Least Square. This study shows that the variable customer satisfaction has a significant effect on customer loyalty partially an","PeriodicalId":309702,"journal":{"name":"ECOBISMA (JURNAL EKONOMI, BISNIS DAN MANAJEMEN)","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2023-06-27","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"114294333","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"ALGORITMA K-MEANS CLUSTERING ANALISIS RASIO AKTIVITAS MENGGUNAKAN PYTHON","authors":"Nelsi Wisna, Melati Cahaya Rani, Kastaman Kastaman","doi":"10.36987/ecobi.v10i2.4186","DOIUrl":"https://doi.org/10.36987/ecobi.v10i2.4186","url":null,"abstract":"Hasil kinerja keuangan perusahaan selama periode waktu tertentu dirinci dalam laporan keuangan. Evaluasi terhadap laporan keuangan diperlukan karena banyak penyebab yang dapat menyebabkan kenaikan dan penurunan data dalam laporan keuangan. Temuan evaluasi ini dapat memberikan informasi kepada para pengambil keputusan bisnis. Proses penilaian keberhasilan suatu perusahaan terlihat pada rasio-rasio keuangan perusahaan, termasuk rasio aktivitas. Total Asset Turnover (TATO), Inventory Turnover (ITO), dan Fixed Asset Turnover adalah rasio aktivitas yang dipertimbangkan dalam penelitian ini (FATO). Teknik kuantitatif dengan analisis K-Means Clustering yang digunakan sebagai metode dalam penelitian ini. Informasi yang digunakan adalah data sekunder dengan menggunakan 13 perusahaan subkontraktor yang terdaftar di Bursa Efek Indonesia sebagai unit observasi. Dari analisis yang telah dilakukan menunjukkan bahwa jumlah cluster yang optimal adalah 3 cluster. Hasil dari analisa tabel statistik deskriptif  bahwa perusahaan yang diteliti memiliki nilai rasio aktivitas rata-rata yang lebih besar pada tahun 2019 daripada yang perusahaan miliki pada tahun 2020. Hal ini menunjukkan bahwa penjualan perusahaan turun selama pandemi Covid-19.","PeriodicalId":309702,"journal":{"name":"ECOBISMA (JURNAL EKONOMI, BISNIS DAN MANAJEMEN)","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2023-06-27","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"126409703","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"PENGENDALIAN KUALITAS PROSES PRODUKSI KONVEKSI RUMAHAN DALAM MENINGKATKAN KUALITAS PRODUK (STUDI KASUS VIVANA KONVEKSI)","authors":"Vina Rahmanda, T. Rahma, Muhammad Lathief Ilhamy","doi":"10.36987/ecobi.v10i2.4436","DOIUrl":"https://doi.org/10.36987/ecobi.v10i2.4436","url":null,"abstract":"Penelitian ini bertujuan untuk mengetahui penyebab kecacatan produk, solusi dalam mengatasi kendala–kendala pengendalian kualitas produk konveksi. Subjek penelitian ini adalah Perusahaan konveksi dan objek penelitian ini adalah kualitas hasil produk bra pakaian dalam wanita. Data dikumpulkan dengan metode wawancara dan observasi selama 27 hari kerja, kemudian dianalisis dengan alat bantu Statistical Process Control (SPC). Hasil penelitian menunjukan bahwa kerusakan produk selama 27 hari kerja  sebesar 112 lusin dari total produksi 2811 lusin. berdasarkan diagram P-chart  bahwa data masih berada dalam batas kendali. Berdasarkan diagram  pareto (pareto chart) yang dibuat dapat disimpulkan tingkat kerusakan paling tinggi adalah pada bagian item kurang  dengan jumlah 38. Dari diagram sebab akibat (fishbone) didapatkan bahwa faktor bahan mesin, karyawan, material, dan metode merupakan penyebab menurunnya kualitas produk pakaian dalam wanita (bra) pada konveksi Vivana","PeriodicalId":309702,"journal":{"name":"ECOBISMA (JURNAL EKONOMI, BISNIS DAN MANAJEMEN)","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2023-06-27","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"120813005","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"INFLUENCE QUALITY OF WORK LIFE TO PERFORMANCE EMPLOYEE WITH ORGANIZATIONAL COMMITMENT AND WORK SATISFACTION AS AN INTERVENING VARIABLE AT THE SOCIAL LABOR AND TRANSMIGRATION SERVICES","authors":"Yanita Primadani, W. Winarno, Sri Ambarwati","doi":"10.36987/ecobi.v10i2.4429","DOIUrl":"https://doi.org/10.36987/ecobi.v10i2.4429","url":null,"abstract":"The results of the evaluation of the State Organization of the Republic of Indonesia and the Accountability System of Government Agencies, the strengthening of Bureaucratic Reform by the Kemenpan-RB in the field of social welfare, the social performance of the Yogyakarta City Dinsosnakertrans 3 years in a row is very volatile and has never reached the target of 100 points. The purpose of this study was to determine whether or not there is a direct effect of the quality of work life on the performance of Dinsosnakertrans employees, and to determine the indirect effect of the quality of work life (QWL) on employee performance through organizational commitment and job satisfaction. The research method used is quantitative method. The sample size is calculated using the Non-probability technique (saturated sample), and a sample of 68 employees is obtained. The analytical technique used is descriptive analysis, which aims to describe the demographic data of the respondents, and quantitative analysis using Simple Regression Analysis to see the direct effect, and Path Analysis for the mediated indirect effect. The results showed that QWL directly had a positive and significant effect on employee performance. QWL indirectly has no significant effect on employee performance variables through organizational commitment. QWL indirectly, has no significant effect on employee performance variables through employee satisfaction.","PeriodicalId":309702,"journal":{"name":"ECOBISMA (JURNAL EKONOMI, BISNIS DAN MANAJEMEN)","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2023-06-27","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"116941322","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"INDEKS KEPUASAN MASYARAKAT TERHADAP LPPM UNIVERSITAS PEKALONGAN","authors":"Mahirun Mahirun, Rahajeng Win Martani, S. Suryani","doi":"10.36987/ecobi.v10i2.4066","DOIUrl":"https://doi.org/10.36987/ecobi.v10i2.4066","url":null,"abstract":"Penelitian ini bertujuan untuk mengetahui indeks kepuasan masyarakat (IKM) terhadap pelayanan yang diberikan oleh LPPM Unikal dalam kegiatan penyaringan perangkat desa di Kabupaten Pekalongan selama kurun waktu tahun 2018 sampai tahun 2022. Populasi dalam penelitian ini adalah seluruh desa di Kabupaten Pekalongan yang bekerjasama dengan LPPM Unikal dalam proses penyaringan perangkat desa, pengambilan sampel menggunakan tabel Krejcie dan Morgan dengan signifikansi level 0,05. Hasil penelitian terhadap 98 sampel menemukan bahwa  Indek Kepuasan Masyarakat untuk unit pelayanan penyaringan perangkaat desa mencapai nilai 83,66 (76,61 < 83,66 < 88,30), yang dapat dikatakan bahwa kinerja unit pelayanan LPPM Unikal masuk kategori BAIK.Skor kepuasan tertinggi terdapat pada poin persyaratan, sistem, mekanisme, dan prosedur, produk spesifikasi jenis pelayanan, perilaku pelaksana, dan sarana dan prasarana. Hal tersebut tidak terlepas dari peran Unikal dalam menyediakan sarana prasarana dan sumber daya manusia yang kompeten dalam melaksanakan ujian seleksi. Sedangkan skor terendah berada pada komponen biaya/tarif dan penanganan pengaduan, saran, dan masukan penanganan pengaduan, namun skor rendah tersebut masih berada pada kategori baik","PeriodicalId":309702,"journal":{"name":"ECOBISMA (JURNAL EKONOMI, BISNIS DAN MANAJEMEN)","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2023-06-24","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"133577850","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"PENGARUH KOMPETENSI, GAYA KEPEMIMPINAN, DAN PENGEMBANGAN KARIR TERHADAP KINERJA PEGAWAI BPS SE-SUMATERA UTARA","authors":"Sartika C.Y Pardede, Ratno Purnomo, Mery Noviyanti","doi":"10.36987/ecobi.v10i1.3604","DOIUrl":"https://doi.org/10.36987/ecobi.v10i1.3604","url":null,"abstract":"Penelitian ini bertujuan untuk mengetahui dan menganalisis pengaruh kompetensi, gaya kepemimpinan dan pengembangan karir, terhadap kinerja pegawai BPS se-Sumatera Utara. Populasi dalam penelitian ini adalah sejumlah 135 orang, dengan sampel penelitian sebanyak 101 pegawai. Teknik pengambilan sampel adalah simple ramdom sampling. Data diperoleh melalui penyebaran kuesioner dan analisis data dengan analisis regresi linear berganda. Hasil penelitian mengungkapkan bahwa kompetensi, gaya kepemimpinan dan pengembangan karir berpengaruh positif dan signifikan terhadap kinerja pegawai. Hal ini menunjukkan bahwa untuk meningkatkan kinerja pegawai, diperlukan peningkatan kompetensi, gaya kepemimpinan dan pengembangan karir. Diantara ketiga variabel tersebut, kompetensi merupakan variabel yang paling berpengaruh terhadap kinerja pegawai. Hal ini terlihat dari nilai standardized coefficients kompetensi sebesar 0,460. Hal ini dikarenakan kompetensi sebagai faktor internal individu yang dapat dikendalikan oleh individu itu sendiri. Hasil penelitian juga menunjukkan bahwa kinerja pegawai dipengaruhi sebesar 42,8% oleh kompetensi, gaya kepemimpinan dan pengembangan karir secara bersama-sama. Sedangkan selebihnya sebesar 57,2% adalah pengaruh faktor lain yang tidak dimasukkan ke dalam penelitian ini","PeriodicalId":309702,"journal":{"name":"ECOBISMA (JURNAL EKONOMI, BISNIS DAN MANAJEMEN)","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2023-03-13","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"122603701","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"THE IMPORTANT ROLE OF ADOPTING THE USE OF TECHNOLOGY IN UNIVERSITIES AFTER COVID-19: APPLICATION OF THE TECHNOLOGY ACCEPTANCE MODEL","authors":"Fauziah Hanum, Bhakti Helvi Rambe, Nova Jayanti Harahap, Y. Prayoga, Muhammad Yasir Arafat Pohan","doi":"10.36987/ecobi.v10i1.3887","DOIUrl":"https://doi.org/10.36987/ecobi.v10i1.3887","url":null,"abstract":"Pada Maret 2020, seperti halnya perguruan tinggi di seluruh dunia, perguruan tinggi di Indonesia kewalahan menghadapi dampak masif dari pandemi COVID-19 yang berdampak pada sektor vital (misalnya, sektor pendidikan dan ekonomi). Akibatnya, perguruan tinggi di Indonesia memilih untuk mengadopsi sistem pembelajaran online untuk melanjutkan proses pendidikan. Yang menjadi masalah adalah penerapan sistem pembelajaran online terjadi secara tiba-tiba. Akibatnya mendapat reaksi beragam baik dari dosen maupun mahasiswa. Beberapa mahasiswa tidak yakin akan manfaatnya atau tidak memenuhi syarat untuk mengatasi penerapan sistem pembelajaran online. Oleh karena itu, proses pembelajaran mengalami hambatan seperti hambatan dalam kemampuan mereka untuk menggunakan dan mengadopsi sistem pembelajaran online. Penelitian ini mengkaji faktor-faktor yang mempengaruhi penggunaan sistem pembelajaran online oleh mahasiswa di Indonesia Penerapan teknologi yang sukses akan memberikan peluang bagi universitas contohnya bisa mengadakan kelas campuran daring dan luring, system penyampaian materi melalui media social sehingga mahasiswa dapat belajar sebelum masuk ke ruang kelas dan sebagainya.  Metode analisis yang digunakan disesuaikan berdasarkan tujuan penelitian yang ada, penelitian ini dilakukan berdasarkan paradigma positivistik yang mengutamakan kausalitas antar variabel (Neuman, 2014). Penelitian ini dirancang sebagai penelitian eksplanatori yang dapat menjelaskan buntuk menguji suatu teori untuk memperkuat atau menolak hipotesis penelitian. Dengan demikian, explanatory sangat tepat untuk penelitian ini sesuai tujuan penelitian, data dalam penelitian ini merupakan data primer yang dikumpulkan melalui kuesioner online melalui aplikasi Google form. Untuk menguji kerangka konseptual dan hipotesis yang dikembangkan, peneliti menggunakan Structural Equation Modeling (SEM) dengan menggunakan pendekatan Partial Least Square (PLS) untuk menguji hubungan antar variabel. Hasil penelitian ini diharapkan dapat berkontribusi bagi literatur ilmiah di bidang pendidikan terutama literatur terkait adopsi penggunaan teknologi di negara berkembang. Secara praktis penelitian ini memberikan masukan kepada universitas tentang factor-faktor dominan yang dapat mempengaruhi kesuksesan adopsi teknologi dalam system pembelajaran. ","PeriodicalId":309702,"journal":{"name":"ECOBISMA (JURNAL EKONOMI, BISNIS DAN MANAJEMEN)","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2023-03-13","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"130893805","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"PENINGKATAN KINERJA UMKM MELALUI KEPRIBADIAN DAN STRATEGI PEMASARAN DIMODERASI OLEH PENGGUNAAN TEKNOLOGI INFORMASI DITENGAH BADAI COVID-19","authors":"Elyas Albar, Munaing Munaing, Aswar Aswar","doi":"10.36987/ecobi.v10i1.3889","DOIUrl":"https://doi.org/10.36987/ecobi.v10i1.3889","url":null,"abstract":"The aim of the study is to determine the contribution of personality and marketing strategies in improving THE performance of MSMEs, both directly and moderated by the Use of Information Technology. Quantifiative research method of an exploitatory approach where the variables of Personality, Marketing Strategy, Technology Use and MSME Performance. The population is MSMEs in Makassar, a sample of respondents of 100 MSME actors in the city of Makassar and a random sampling technique. Data collection by disseminating questionnaires, observations and documentation. Research questionnaire with Liker Scale tested for validity and reability.  Hypothesis testing was carried out using the Sem-PLS (partial least square) analysis technique. The results of this study show that the personality and marketing strategy variables have a positive and significant effect on the performance of MSME actors. Personality and Marketing Strategy have a positive and significant effect on the performance of MSMEs moderated by the use of Information Technology","PeriodicalId":309702,"journal":{"name":"ECOBISMA (JURNAL EKONOMI, BISNIS DAN MANAJEMEN)","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2023-03-13","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"129693026","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}