This study aims to develop the concept of innovation models with the marketing channel construct approach, marketing innovation, product segmentation, and customer insight; as well as improvements to the theory of resource-based combined with the method of service-dominant logic. This study approach is based on quantitative descriptive conducted with three stages of testing scenarios. The first test is the mapping of the innovation model construct through testing the validity and reliability with the moderation of customer orientation variables. The second scenario examines the relationship of influence between the independent variables on the dependent variable of 29 hypothetical analysis equation modeling. The unit of analysis was conducted on 497 SMEs involved in the food and beverage sectors, with the criteria being SMEs must have a rating of 4-5 points on the Go-Food applications software. The results shown that: 1) the construct used to develop an innovative model both directly and via moderation is positive and significant; 2) Through a complicated relationship that involves all components of the variable, it outlines a positive and significant effect except for the path of analysis (µ5). The theoretical and managerial implications state that the service-dominant logic approach and resource-based view theory have extreme reliability and interrelations.
This study aims to reanalyze and reconfirm the relationships of celebrity endorsements and E-WOM on consumer purchasing intentions and examine the indirect influence of celebrity endorsements and e-WOM and trust as the mediation of purchase intentions. This study is the first in Indonesia to analyze the above mediating relationships. The data are from 100 Instagram users responding to online questionnaires and analyzed with PLS-SEM. The results showed that celebrity endorsement and e-WOM positively influence consumer confidence and purchasing intentions by mediating trust variables. This research highlights the role of influence in creating positive buzzes to the promoted sales.
This study integrates analytical hierarchy process (AHP) and strength, weakness, opportunity, and threat (SWOT) in strategic planning or strategy formulation to demonstrate the qualitative and quantitative integration of techniques between SWOT and AHP in developing business strategies in operation and maintenance (O&M) of power plants. Apart from that, it is to evaluate essential factors in strategic planning and to utilize them in developing effective strategies for the O&M of power plants in the CEPA. Ltd. There are two stages of testing in this study, namely the first stage is data collection and SWOT and TOWS strength analysis. The second stage is the integration of SWOT and AHP. The study was conducted at CEPA. Ltd. as a private company operating in the power generation sector with a research period in the mid to end of 2019. Result ot this study shown Some elements of the strategy that can be done (1). The contract of cooperation with the industry parts supplier, (2). Cooperation contracts can be pursued, one of which is by re-construction of a structured and timely payment process (3). Optimizing company value can be achieved by optimizing CSR (4). Website optimization is a digital-based promotion tool (5). Support in terms of resource development can be completed through training, for example, Basic Welder Scaffolder and Basic Mechanical (6). Any transactions process in foreign currencies to avoid fluctuating exchange rates at the time of purchase or payment.
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