Hingga akhir tahun 2024, penjualan pada pasar e-commerce masih didominasi oleh produk Fast-Moving Consumer Goods (FMCG), fashion, serta otomotif, sementara sektor konstruksi belum menunjukkan data penjualan digital yang valid dan signifikan. Kondisi ini mengindikasikan bahwa industri konstruksi masih tertinggal dalam pemanfaatan digital marketing dan cenderung mengandalkan metode pemasaran konvensional,. Padahal, meningkatnya persaingan dan perubahan perilaku konsumen menuntut perusahaan konstruksi untuk mengadopsi strategi pemasaran yang lebih adaptif dan berbasis digital. Hal tersebut tercermin pada proyek yang dikembangkan oleh PT. PPP, yang selama sepuluh tahun pemasaran konvensional baru mampu menjual sekitar 60% unit. Penelitian ini bertujuan untuk menganalisis pengaruh Digital Marketing Capability (DMC) terhadap Marketing Performance (MP) dengan Lead Generation (LG) sebagai variabel mediasi. Metode penelitian menggunakan pendekatan kuantitatif dengan Structural Equation Modeling–Partial Least Squares (SEM-PLS). Hasil penelitian menunjukkan bahwa DMC berpengaruh positif dan signifikan terhadap LG, serta LG berpengaruh positif dan signifikan terhadap MP. Namun, DMC tidak berpengaruh signifikan secara langsung terhadap MP. Selanjutnya, LG terbukti memediasi secara penuh hubungan antara DMC dan MP.
The conversion of agricultural land in urban areas has led to decreased agricultural productivity, while public demand for healthy vegetables continues to rise. Hydroponic cultivation emerges as a strategic alternative to address land limitations and meet the needs of the modern market. This study aims to formulate a business development strategy for hydroponic vegetable farming at PT MMG, Sleman Regency. The research employed a descriptive quantitative approach using a case study method, with data collected through structured interviews, direct observation, and documentation. Data analysis was conducted using SWOT (Strengths, Weaknesses, Opportunities, Threats) analysis, IFAS and EFAS matrix development, and strategy prioritization using the Quantitative Strategic Planning Matrix (QSPM). The results indicate that the company is positioned in an aggressive quadrant, with the top priority strategy being the development of high economic value processed vegetable products. This study recommends that the company focus on product innovation, commodity diversification, and hydroponic training services as sustainable strategies to respond to market dynamics and increasing competition.
This study examines how Bioaga-brand septic tank achieved full market dominance in Kebon Agung Sub-district, within the context of government-assisted sanitation programs. Using a qualitative explanatory approach with a single case study design, data were collected through non-participant observation and in-depth interviews with nine key informants, including community group leaders, beneficiaries, and competing sales representatives. The findings demonstrate that Bioaga’s market dominance was not primarily driven by price competition or technical product differentiation. Instead, it was formed through relational mechanisms grounded in social capital, particularly trust and local networks established with institutional and community actors. Social capital functioned as an informal governance mechanism that facilitated market access, strengthened product legitimacy, reduced coordination risks, and enhanced acceptance at the community level. These results indicate that, in markets embedded within public programs and local institutional arrangements, marketing effectiveness depends not only on conventional marketing mix instruments but also on socially embedded relational processes. This study contributes to marketing and institutional economics literature by integrating social capital into the analysis of marketing strategy in regulated public markets. It provides empirical evidence that social capital operates as a mechanism that enables marketing strategies to function effectively under conditions of limited competition and institutional constraint
This study investigates the effects of retail store closure intensity, retailers’ digital adoption, and government digital tax policy on online store performance, with human resource and business adaptation strategies as mediating variables. A quantitative research design was employed using a survey method involving 300 online retailers in Indonesia. Data were analyzed using Structural Equation Modeling with Partial Least Squares (SEM-PLS). The results indicate that retail store closure intensity and government digital tax policy have a positive and significant effect on online store performance. In contrast, retailers’ digital adoption has a negative and significant effect on online store performance. Furthermore, retail store closure intensity has a positive and significant effect on adaptation strategies, while digital adoption and digital tax policy do not significantly influence human resource and business adaptation strategies. Mediation analysis reveals that adaptation strategies do not significantly mediate the relationships between the independent variables and online store performance. These findings suggest that external environmental and regulatory factors play a more dominant role in shaping online retail performance than internal organizational adaptation mechanisms. This study contributes to the literature on digital transformation and retail management by highlighting the importance of government policy and market disruption in determining business performance in the digital economy, particularly in the context of developing countries such as Indonesia.
This study seeks to analyze the influence of disclosures regarding ESG on corporate value via the perspective of profitability. The study subjects included enterprises listed according to the SRI-KEHATI Indexes from 2021 to 2024. Partial Least Squares-Structural Equation Modeling (PLS-SEM) was implemented as the quantitative methodology in this investigation using SmartPLS software. To analyze ESG disclosure, a content analysis method was used, along with a scoring system and Global Reporting Initiative (GRI) indicators. A company's worth was determined using Tobin's Q, while Return on Assets (ROA) was used to determine profitability. The findings indicated that the market has inadequately reacted to ESG information as a criterion in investment evaluation, as ESG disclosure did not have a substantial impact on the value of the company. ESG disclosure has shown a substantial and advantageous impact on profitability, hence favorably and considerably influencing business value. Moreover, profitability was identified as the exclusive mediator of the association ESG disclosure and business value. Maksud dari studi ini untuk menyelidiki bagaimana pengungkapan ESG memengaruhi nilai perusahaan melalui lensa profitabilitas. Subjek meliputi perusahaan-perusahaan yang termasuk secara konsisten dalam Indeks SRI-KEHATI antara periode 2021 dan 2024. Metode Partial Least Squares-Structural Equation Modeling (PLS-SEM)dipilih untuk kemudian diimplementasikan sebagai metodologi kuantitatif dalam penelitian ini dengan menggunakan perangkat lunak SmartPLS sebagai alat analisis. Untuk menganalisis pengungkapan ESG, digunakan metode analisis konten, bersama dengan sistem penilaian dan indikator Global Reporting Initiative (GRI). Rasio yang dipilih berupa Tobin's Q yang digunakan untuk menghitung nilai perusahaan, sedangkan untuk rasio Return on Assets (ROA) digunakan dalam menentukan profitabilitas. Karena modal investasi ESG tidak secara signifikan memengaruhi nilai perusahaan, semua indikasi menunjukkan bahwa pasar belum cukup bergantung pada informasi ESG sebagai kriteria dalam evaluasi investasi. Secara positif dan signifikan secara statistik, investasi ESG telah meningkatkan nilai perusahaan karena telah menunjukkan dampak yang besar dan bermanfaat terhadap profitabilitas. Lebih lanjut, profitabilitas diidentifikasi sebagai mediator eksklusif antara valuasi ESG dan nilai bisnis.
