Buscador de Tesis y publicaciones académicas

The role of pro-comparative advantage absorptive capacity in improving marketing performance using a resource advantage theory of competition perspective

Ahmad Bima Mahendra · Augusty Tae Ferdinand · Yuni Maxi Putri

This study aims to explain the importance of superior pro-comparative advantage absorptive capacity as a bridging concept to resolve inconsistent results regarding the role of digital marketing in improving marketing performance. The study procedures were carried out using a quantitative method with data from 290 respo...

PERAN DIGITAL MARKETING INNOVATION UNTUK MENINGKATKAN MARKETING PERFORMANCE MELALUI BUSINESS PROCESS AGILITY PADA UKM DI JAWA TENGAH

null Wesly Tumbur ML Tobing · null Risma Nurhapsari · null Lukman Santoso · null Paulina Kinanti Eka Praningtyas

This study began with differences in views from several researchers about the relationship between digital marketing innovation and marketing performance. With the results of this study, the research we conducted tried to conduct research by implementing business process agility so that there is a significant relations...

An Analysis of the Role of Human Resource Training in Improving the Marketing Performance of PT Yuri Indonesia

null Intan Husnul Khotimah · null Fitria Nirwana · null Richky Golkas Andrean M · null Husna Purnama

This study examines the role of human resource training in supporting marketing performance and formulates a development strategy for PT Yuri Indonesia, Lampung Branch. Using a descriptive qualitative approach, data were collected through interviews, observations, and documentation and analyzed descriptively and throug...

Komentarų marketingo poveikis prekių ženklo įvaizdžiui

Aleksandravičiūtė, Rytė

In today’s world, digital marketing plays a crucial role in overall marketing strategies. Recent research increasingly emphasizes that digital communication should be understood as a mutual exchange of information between an organization and a consumer. Digital marketing should not be perceived merely as a one-way tran...

Digital marketing of higher education marketing in Africa

S Pee Vululleh

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Analisis Digital Marketing Pada Illira Lite Hotel Praya Terhadap Kepuasan Konsumen

Nurhidayati Nurhidayati · Sri Hayati · Yulia Nurrahmawati

Penelitian ini berjudul “Analisis Digital Marketing Pada ILLIRA Lite Hotel Praya Terhadap Kepuasan Konsumen”. Penelitian ini dilakukan di ILLIRA Lite Hotel Praya , dengan jumlah responden 100 orang. Konsumen yang dijadikan responden pada penelitian ini diambil secara acak dan telah menginap lebih dari tiga kali. Peneli...

DIGITAL MARKETING IN MSMES: BIBLIOMETRIC ANALYSIS

Rizal Muttaqin

The Covid-19 pandemic has forced us to change marketing patterns to survive amid difficulties for MSMEs to face the impact of mobility restrictions in dealing with Covid-19. The intensity of consumers, and the flow of goods and services that have decreased resulted in reduced income. This condition makes business actor...

Integrating Circular Economy Principles into Digital Green Marketing Strategies to Increase Consumer Engagement Resilience

Faza Muhammad Sukarsono · Wahyu Mahesa Miarta · Fandi Fatoni · Aldy Rostyawan · y 2 más

Incorporating Circular Economy (CE) principles into marketing tactics has emerged as a crucial means of promoting sustainability-driven customer behavior. Few studies specifically look at how digital marketing tools may operationalize CE ideals to improve sustainable customer interaction, despite the increased interest...

Integrating green economy, digital marketing, and financing strategies for sustainable financial performance of MSMEs

Dwi Putri Budiningtyas

Purpose: to examine the integration of digital marketing strategies and green economy-based financing in supporting the sustainable financial performance of MSMEs. Method: this study uses a qualitative literature review approach. Data were obtained from observations and relevant scientific publications, then analyzed d...