Research Project

This study examines the impact of e-marketing strategies on the competitiveness and business development of women\'s cooperatives and micro, small, and medium enterprises (MSMEs) in South Sulawesi during the digital transformation era. It explores how digital marketing tools, such as social media, e-commerce platforms, and online branding, influence business growth, market expansion, and competitive advantage. The findings aim to provide insights into effective digital strategies to empower women\'s entrepreneurship and enhance the sustainability of their businesses.

This study develops the concept of Brand Resonancing Capability as a mediating variable in the relationship between social media marketing and the marketing performance of micro, small, and medium enterprises (MSMEs) in South Sulawesi Province. The research aims to analyze how the effectiveness of digital marketing strategies can enhance brand resonance, ultimately improving MSME marketing performance.

This study examines the role of funding policies and social capital in enhancing human resource investment, innovation, and entrepreneurial performance of small and medium enterprises (SMEs) in Makassar City. It explores how access to financing, government support, and business networks contribute to SME competitiveness. The research aims to identify key factors that influence the effectiveness of these policies and provide recommendations for improving SME growth and sustainability.

This study explores the development of the silk fabric industry in Wajo Regency, South Sulawesi, a region renowned for its rich heritage in silk weaving. The research examines key factors such as supply chain management, innovation, government support, and market expansion strategies to enhance the competitiveness and sustainability of the silk fabric business. The findings aim to provide insights for stakeholders, including local entrepreneurs and policymakers, to foster economic growth and preserve the cultural legacy of silk production in the region.

This study explores the development of the Marketing MIX approach within the framework of the Technology Acceptance Model (TAM) to enhance tourism in Kerinci Regency. By integrating marketing strategies with technology adoption factors, the research aims to identify key elements that influence tourist behavior, satisfaction, and decision-making. The findings are expected to provide insights for tourism stakeholders to optimize marketing efforts and improve technological acceptance in the region’s tourism sector.