International Journal Of Science, Technology & Management (IJSTM)
Vol. 2 No. 1 (2021): January 2021

Investigating Business Drives : Intellectual Capital To Marketing Mix

Roymon Panjaitan (University of Science and Computer Technology)
Muhammad Iqbal Fassa (Universitas Islam Negeri Raden Intan Lampung, Indonesia)
Deddy Sulaimawan (AMIK DCC, Lampung, Indonesia)
Dian Indriyani (National Institute of Public Administration, Indonesia)

Article Info

Publish Date
27 Jan 2021

Abstract

This paper examines the relation of intellectual capital relations in consumer behaviour with social media to the effectiveness of the marketing mix. Sampling as much as 98 responding with the type of sampling quota, data collection techniques with the questionnaire and interviews. The test coefficient of Path in PLS-SEM is used in this study to contribute data from the analysis of the path of consumer behaviour by using social media. Results found that variables of consumer behaviour and social media advertising have a significant effect on the marketing mix, whereas intellectual capital as a liaison variable is not significantly influenced by consumer behaviour and does not significantly affect the marketing mix. Total direct and indirect influence of consumer behaviour variables 54.4% and social media variables at 40.8% to the marketing mix

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Journal Info
International Journal Of Science, Technology & Management (IJSTM)
Website

Abbrev

ijstm

Publisher

CV. Inara

Subject

Aerospace Engineering Agriculture, Biological Sciences & Forestry Automotive Engineering Biochemistry, Genetics & Molecular Biology Chemical Engineering, Chemistry & Bioengineering Chemistry Civil Engineering, Building, Construction & Architecture Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Earth & Planetary Sciences Education Electrical & Electronics Engineering Energy Engineering Industrial & Manufacturing Engineering Mechanical Engineering Transportation

Description

International Journal of Science, Technology & Management (IJSTM) is an international scholarly refereed research journal which aims to promote the theory and practice of science, technology, innovation, engineering and ...