Work2017

Enhancing online business marketing to expand market shares through IT governance

Sandy Kosasi · Vedyanto Vedyanto · I Dewa Ayu Eka Yuliani

8 citations0/0 files storedProceeding of the Electrical Engineering Computer Science and Informatics

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Information Technology Governance and Strategy SMEs Development and Digital Marketing Information Systems Education and Curriculum Development

Abstract

Online business marketing applied to expand market shares is inextricably connected with availability and reliability of IT governance. This model of marketing covers activities and transactions with a digital mechanism. This research included the sample of 30 MSME (Micro, Small, and Medium Enterprises) businesses of traditional and finished clothes originated in Pontianak City. Stratified sampling technique was applied. In addition, questionnaires with each process divided based upon the levels were in use. These levels were served by using Guttman Scales. The aims of this research were to cognize gap values of maturity levels and propose a recent model of IT governance to reach expected maturity levels. Results show that the lowest values of maturity levels are at PO8 (2.336) and DS5 (2.560). Therefore, redefinition of information architectures, IT resources, quality management, estimation and management of IT risks, system improvement of IT infrastructure management, IT investment strategies, and communication are of great importance. A recommended model shows that PO8 is related to input control objectives PO1, PO10 and ME1 as well as output control objectives AI1, AI2, AI3, AI5, DS2, PO10, AI1, AI2, AI3, AI7, ALL, PO4, and AI6. Meanwhile, DS5 is associated with input control objectives PO2, PO3, PO9, AI2, and DS1 as well as output control objectives DS8, DS7, ME1, AI6, PO9, and DS11.

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2003Research design: qualitative, quantitative, and mixed methods approaches 2013Digital Business Strategy: Toward a Next Generation of Insights 2014Business to business digital content marketing: marketers’ perceptions of best practice 2015How Information Technology Governance Mechanisms and Strategic Alignment Influence Organizational Performance: Insights from a Matched Survey of Business and IT Managers1 2015The use of social media in sales: Individual and organizational antecedents, and the role of customer engagement in social media 2009Effective information technology (IT) governance mechanisms: An IT outsourcing perspective 2010Influencing the effectiveness of IT governance practices through steering committees and communication policies 2013IT Governance and Process Maturity: A Multinational Field Study

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