Implementation of Digital Marketing Strategy in Increasing Company Competitiveness

In the current technological era, there are many impacts and innovations that can provide more effective solutions in various fields. Especially with digital marketing as an alternative solution. Nowadays, digital marketing can be a way to overcome problems such as lack of funds and promotional limitations that are often faced by business actors, including companies both small and large scale. This alternative solution is found with the current existence of social media such as Twitter, Instagram, Websites and Facebook to create brand awareness, loyalty, sales and engagement. This research is to determine the use of marketing strategies of several businesses that have gone online and their implications for the competitive advantage of these businesses. The method used in this research uses quantitative methods with causality analysis with a population of more than 21,000,000 consumers using non-probability sampling techniques with a total of 100 respondents. The coefficient of determination was calculated at 78 percent. This shows that social media and digital marketing strategies have an influence of 78 percent on competitive advantage. The remaining 22 percent is explained by characteristics not examined in this study, such as capital, resource supply, and management professionalism. This research has discussed the potential of social media as a promotional tool which can be a solution for companies or business people in marketing their products. The potential for social media is quite large from the various promotional methods offered by utilizing social media. Apart from that, looking at the advantages such as budget and wide reach, this is the right solution to overcome the lack of budget and low promotional space currently experienced by business people

State Asset Utilization to Support Public Private Partnership Project in Indonesia: A State Asset Management Review

Public-Private Partnership (PPP) is one of the government strategies to provide infrastructure to serve the community. In the implementation process, PPP has challenges in land acquisition. In response to this challenge, the utilization of State Assets (Barang Milik Negara/BMN) in the form of land and buildings offers a prospective solution. To utilize the State Asset efficiently in the PPP scheme, the information on the asset should be updated based on the State Asset Management and Information System. This paper aims to describe the role of State Assets in supporting Public Private Partnership (PPP) projects in terms of achieving project financial feasibility using a particular study case and how to update the State Asset Management System. The methodology used in this paper uses qualitative methods with literature studies, focus group discussions (FGD), and interviews, to determine the intended role of State Assets. This paper shows that the existing asset management system has accommodated efforts to utilize state assets to support the PPP project. While from the information system point of view, the basic framework of the information system has been formed, the current project needs to be further developed referring to the basic framework of the information system so that it can effectively and efficiently support efforts to utilize state assets in PPP projects

Does e-WOM and Product Quality Impact Purchase Decision in Tiktok Indonesia?

The impact of this is that sales of beauty products can contribute significantly to a country's economy. Successful cosmetics companies can create jobs, pay taxes and contribute to economic growth. This can influence consumer preferences and provide companies with information about what the market is interested in. This study aims to determine the effect of electronic word of mouth and product quality on purchasing decisions mediated by brand image on Maybelline mascara products in Indonesia. The population in this study are people who have bought Maybelline mascara on TikTok social media at least twice. This study will use a causal design approach with Structural Equation Modeling (SEM) as a statistical approach to test constructs and hypotheses built with AMOS 24 statistical aids. The number of samples used in this study were 215 respondents who had bought Maybelline mascara on TikTok at least 2 times. The results of this study indicate that electronic word of mouth and product quality have a positive and significant effect on purchasing decisions mediated by brand image

The Concept of Government Treasurer: Indonesia Case Study

The determination of the functional position of treasurer which combines the duties of the treasurer with the Commitment-Making Officer (PPK) and Payment Instruction Signing Officer (PPSPM) has blurred the function of "comptable" as part of the duties of the CFO (Chief Financial Officer) and "ordonateur" as part of the duties of COO (Chief Operational Officer). This paper seeks to answer research questions about how the functional position of treasurer should be defined so that it is in accordance with the intent of the State Treasury Law, the nature of the position, the order of professional responsibilities, and the family of positions. So that the position of treasurer becomes more in line with best treasury management practices. This research was conducted in the realm of financial management of the Indonesian state budget. By using qualitative descriptive research methods, we found that: the nature of the treasurer's work is expertise and independence, has extensive knowledge in the field of state financial management, behaves professionally, according to the law is responsible to the CFO, and the treasurer's field of duties needs to be made broader so that larger workload. The implications of this research are that the position of treasurer is more in line with the intent of the state treasury law, the scope of his duties adopts best practice treasury management, the nature of the work is more focused, and his career development is not hampered

Optimizing Financial Performance: A Comprehensive Examination of Economic Value Added (EVA) and Market Value Added (MVA) at Telecommunication Companies in Indonesia

This research aims to determine the factors that influence the financial performance of telecommunications companies in Indonesia using the Economic Value Added (EVA) and Market Value Added (MVA) approaches. The background to this research arises from the need to understand how operational efficiency, financial policy, innovation, market competition, and economic conditions play a role in creating economic value and the market value of equity. Data collected from telecommunications companies during the 2017-2022 period formed the basis of the analysis, and the research methodology involved measuring EVA and MVA and assessing factors that influence financial performance. The results of this research provide in-depth insight into the complexity of the relationships between variables and their implications for the business strategy of telecommunications companies in Indonesia

Integrating Banking Fundamental Factors with Financial Technologies in Increasing Banking Performance

The existence of innovation involving the adoption of technology in banking has boosted financial performance, where banks get sizable benefits. The use of technology in financial services or known as fintech not only produces new products and models in financial services, but has created solutions. This research is a quantitative research with secondary data sourced from the Financial Services Authority and Bank Indonesia from April 2020 to April 2023. The object of this research is all banks in Indonesia whose data has been aggregated. The variables used in the research are fintech as the independent variable, and banking profitability as the dependent variable, then adding banking fundamentals as a control variable . Meanwhile the analysis technique to be used is Ordinary Least Square (OLS). Fintech can optimize its role in supervising customers which can have an impact on minimizing non-performing loans so that it can increase profitability. The next thing is that even though costs increase it can actually increase profitability. The role of fintech in this case is that although the adoption of fintech will increase costs, profitability will also increase. The level of financing represented by LDR can be maximized in percentage in order to increase profitability

The Digitalization in Insurance Broker Industry: How Artificial Intelligence Affect This Industry

This qualitative research explores the impact of digitalization, with a particular focus on artificial intelligence (AI), on the insurance broker industry. In-depth interviews and focus group discussions were conducted with eight senior-level employee and eight younger participants from technology and operations departments, also from client-facing positions. The research aimed to analyze the impact of digitalization, especially artificial intelligence, to the insurance broker industry and to explore whether artificial intelligence is capable to replace an insurance broker role. The findings indicate that digitalization, including the adoption of AI, has brought about significant advancements in the industry. Digitalization efforts have led to streamlined processes, reduced costs, improved data analysis, and enhanced customer experiences. The findings of this research highlight the importance of taking a deliberate and strategic approach to digitalization and AI adoption in the insurance broker industry. Companies should use technology to increase efficiency while maintaining the human-centric elements that are essential for developing strong client relationships and providing tailored insurance solutions

Sentiment Analysis and Marketing Mix in Twitter Conversations About Mixue

This study delves into the rapid growth and public reception of Mixue, a Chinese beverage and ice cream franchise, in post-pandemic Indonesia. Employing Twitter sentiment analysis through the lens of the 7P marketing mix framework (Product, Price, Promotion, Place, People, Process, Physical Evidence), the research evaluates consumer attitudes towards Mixue amidst its explosive expansion and recent Halal certification. Data was collected through Twitter API and Scrapy, encompassing 7087 Indonesian-language tweets related to Mixue between January and February 2023. Sentiment analysis revealed an overall positive reception towards Mixue, particularly regarding its products and affordability. However, concerns emerged surrounding limited flavor variety, perceived high prices, promotional saturation, and queuing difficulties. Implications of these findings highlight the importance of franchise businesses adapting to evolving consumer preferences in the post-pandemic market. Mixue could benefit from diversifying its menu, addressing queuing issues, and tailoring promotions to enhance the customer experience. Gaining insights into public sentiment allows Mixue and other franchises to refine their strategies and maintain long-term success in the ever-changing Indonesian market. This research serves as a valuable stepping stone for further exploration into consumer preferences for specific flavor variations, conducting price comparisons, evaluating promotional effectiveness, and optimizing outlet placement and customer service.Addressing these aspects can fuel Mixue's continued growth and strengthen its position within the thriving Indonesian food and beverage landscape

Is Reliable Information Technology Important For Supporting Work-From-Home Practices in Mining Companies After the Pandemic?

The goal that is expected to be achieved in this research is to determine the influence of IT reliability in supporting WFH for work-life balance, employee performance and cost reduction in mining companies. There has not been much research on WFH practices with reliable IT support in mining companies, where mining companies generally use long working hours for their employees to be fully present at the mining site. The population in this research are employees of mining companies whose mining locations are spread across several places and exploitation activities are carried out entirely by contractors. The research method is descriptive with a quantitative approach. Based on this research, it was found that IT reliability in supporting WFH has a significant impact on work-life balance and cost reduction for employees. However, on the other hand, it was also found that the presence of IT in supporting WFH did not significantly influence employee performance and work-life balance was not found to be able to mediate employee performance

The Role of Brand Image in Mediating the Influence of Social Media Marketing and Product Quality on Purchase Decision Uniqlo in Indonesia

Based on the implication that brand image serves as a mediator between social media marketing and purchase decisions, Uniqlo can maximize their social media approach. This could be improved online communication, marketing that tell stories, or the application of unique social media platform characteristics that improve brand perception. This study aims to investigate the relative influence of social media marketing, product quality, and brand image on purchasing decisions. The research design chosen was causal research with purposive sampling technique. A questionnaire given to participants who met the requirements was used in this study. In this survey, a 5-point Likert scale was used (1 meaning strongly disagree and 5 meaning strongly agree). The large sample collected and surveyed in this research consisted of 200 respondents. The samples involved were Uniqlo consumers based in Indonesia. Structural Equation Modeling (SEM) with the AMOS 24 statistical tool will be used to construct and assess the measurement model and structural model of the research design. This research has shown how social media marketing, product quality, and brand image all have a big relationship on consumers' purchase decisions to buy, both on direct influence or indirect influence mediated by brand image