Strategy to Improve Business Performance of Palm Oil Sector in Merangkai Village, Dayun District, Siak Regency: Impact of Digital Marketing and Marketing Strategy
DOI:
https://doi.org/10.56444/icbeuntagsmg.v2i2.2091Keywords:
Digital Marketing, Marketing Strategy, Business Performance, MSME SectorAbstract
This study aims to measure the influence of digital marketing and marketing strategies in improving the business performance strategy of the palm oil sector in Merangkai Village, Dayun District, Siak Regency. The study used a quantitative approach where primary data was collected through a survey of 35 respondents, and the Partial Least Square (PLS) statistical technique was used to process the data. The study's results confirmed that digital marketing had no significant influence on the business performance of the palm oil sector. The marketing strategy variable impacts the business performance of the palm oil sector. Still, some other factors or variables influence the business performance variable of the palm oil sector in Merangkai Village, Dayun District, Siak Regency.
References
Al-hakim, L., & Lu, W. (2017). The role of collaboration and technology diffusion on business performance. International Journal of Productivity and Performance Management, 66(1), 22–50. https://doi.org/10.1108/IJPPM-08-2014-0122
Bedi, S. V. H. S. (2016). Are subjective business performance measures justified? International Journal of Productivity and Performance Management, 655.
Cable, D. M., & Turban, D. B. (2001). Establishing the dimensions, sources, and value of job seekers' employer knowledge during recruitment. In Research in Personnel and Human Resources Management. Emerald Group Publishing Limited.
Centre canadien de gestion, & Drucker, P. F. (1995). The age of social transformation.
Chaffey, D. (2015). Digital business and e-commerce management: Strategy, implementation, and practice. Pearson Education Limited.
Daud, S., & Yusuf, W. (2008). An empirical study of knowledge management processes in small and medium enterprises. Communications of the IBIMA, 4(22), 169–177.
Davenport, T. H., & Prusak, L. (1998). Working knowledge: How organizations manage what they know. Harvard Business Press.
Demirbag, M., Tatoglu, E., Tekinkus, M., & Zaim, S. (2006). An analysis of the relationship between TQM implementation and organizational performance: Evidence from Turkish SMEs. Journal of Manufacturing Technology Management, 17(6), 829–847.
Edvardsson, I. R., & Durst, S. (2013). The benefits of knowledge management in small and medium-sized enterprises. Procedia - Social and Behavioral Sciences, 81, 351–354.
Ghozali, I., & Hengky, L. (2015). Partial least square: Konsep, teknik dan aplikasi menggunakan program smartPLS 3.0 untuk penelitian empiris. Universitas Diponegoro.
Hadi, S. (1991). Statistik dalam Basica: Jilid 1. Penerbit Andi.
Horwitch, M., & Armacost, R. (2002). Helping knowledge management be all it can be. Journal of Business Strategy.
Hult, G. T. M., Hurley, R. F., & Knight, G. A. (2004). Innovativeness: Its antecedents and impact on business performance. Industrial Marketing Management, 33, 429–438. https://doi.org/10.1016/j.indmarman.2003.08.015
Kim, D. Y., Morrison, A. M., & Mills, J. E. (2004). Tiers or tears? An evaluation of the web-based marketing efforts of major city convention centers in the US. Journal of Convention & Exhibition Management, 5(2), 25–49.
Knight, G. (2000). Entrepreneurship and marketing strategy: The SME under globalization. Journal of International Marketing, 8(2), 12–32.
Kotler, P., & Armstrong, G. (2012). Prinsip-prinsip pemasaran (Edisi 13, Jilid 1). Erlangga.
Liao, S. H. (2003). Knowledge management technologies and applications—Literature review from 1995 to 2002. Expert Systems with Applications, 25(2), 155–164.
Massa, S., & Testa, S. (2009). A knowledge management approach to organizational competitive advantage: Evidence from the food sector. European Management Journal, 27(2), 129–141.
Nazir, M. (1988). Metode penelitian. Ghalia Indonesia.
Nonaka, I., & Konno, N. (1998). The concept of “Ba”: Building a foundation for knowledge creation. California Management Review, 40(3), 40–54.
O'Dell, C. S., O'Dell, C., Grayson, C. J., & Essaides, N. (1998). If only we knew what we know: The transfer of internal knowledge and best practice. Simon & Schuster.
Rahimli, A. (2012). Knowledge management and competitive advantage. In Information and Knowledge Management, 2(7), 37–43.
Ridwan Sanjaya, & Tarigan, J. (2018). Creative digital marketing. Gramedia.
Sanjaya, R., & Tarigan, J. (2009). Creative digital marketing. Elex Media Komputindo.
Sellitto, C. (2004). Internet adoption by Australian wineries: Perceived benefits and direct marketing practices. International Journal of Wine Marketing, 3(2), 210–219.
Sugiyono. (2013). Metode penelitian. CV Alfabeta.
Sugiyono. (2017). Metode penelitian kuantitatif, kualitatif dan R&D. Alfabeta.
Taghian, M., Souza, C. D., Polonsky, M., & Taghian, M. (2015). A stakeholder approach to corporate social responsibility, reputation, and business performance. Social Responsibility Journal, 11(2). https://doi.org/10.1108/SRJ-06-2012-0068
Tjiptono, F. (2008). Strategi pemasaran (Edisi 3). Andi.
Triyaningsih, S. L. (2012). Strategi pemasaran usaha kecil dan menengah. Jurnal Ekonomi dan Kewirausahaan, 12(1).
Turban, E., Aronson, J. E., & Liang, T. (2005). Decision support systems and intelligent systems (7th ed.). Prentice Hall.
Wheelen, T. L., Hunger, J. D., Hoffman, A. N., & Bamford, C. E. (2015). Strategic management and business policy: Globalization, innovation, and sustainability (14th ed.). Pearson Education Limited.
Zehir, C., & Sadikoglu, E. (2009). The relationship between total quality management (TQM) practices and organizational performance: An empirical investigation. International Journal of Production Economics, 11(3), 140–156.
