Improving Marketing Performance through Digital Marketing for Micro Business Actors in the Trade Sector Registered at the Cooperatives and SMEs Service Office

Aris, Baharuddin; Oudina, Wahyuni Sulviana; Seppa, Yusi Rensi; Putra, Nur Astaman; Iskandar, Ahmad Syarief

doi:10.26858/pdr.v5i2.32443

Cited by 7 publications

(5 citation statements)

References 16 publications

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“…However, it's important for marketers to keep their sights on how digital marketing delivers marketing perfromance's growth. According to Iskandar et al, (2022), also shows that digital marketing visitors has a positive effect on marketing performance. which states that the higher of a digital marketing strategy can increase digital transformation.…”

Section: Discussionmentioning

confidence: 98%

“…Based on the description above, the hypothesis in this study are: H1 : digital transformation has a positive effect on digital marketingProceeding of 1 st International Conference on Islamic Economics, Islamic Banking, Zakah and Waqf 2023 b. The Effect Of Digital Marketing On Marketing PerformanceDigital marketing can have a significant impact on marketing performance for businesses, particularly for micro, small, and medium enterprises (MSMEs) Iskandar, et al (2022). hava examined the relationship between digital marketing and marketing performance, the result is digital marketing has a positive effects of marketing performance.Digital marketing can positively impact marketing performance for businesses,especially for MSMEs.…”

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confidence: 98%

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The Role of Digital Transformation on Marketing Performance of Bird Cages in Ajibarang with Digital Marketing as a Mediation Variable

Sarah Dien Hawa,

Angga Ari Prasetya,

Haza Lana Wigati

2023

ieibzawa

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Micro, Small and Medium Enterprises (MSMEs) have an important role in increasing innovation and creativity so that they can improve economy. MSMEs can increase the community's economy by providing employment, and producing products or services needed by the community. More than 300 MSME bird cage craftsmen in the Ajibarang, who are recorded or who have not been recorded, are able to absorb labor so that they can reduce the unemployment rate. In its journey, MSMEs bird cage craftsmen in Ajibarang facing many problems, one of which was not maximizing technology in marketing. They are still using a personal selling strategy. This study aims to examine the effect of digital marketing on marketing performance. This study also eximing digital transformation is able to mediate digital marketing and marketing performance. The sample used in this study was 97 respondents with a purposive sampling technique. Based on the results of research conducted using Smart PLS, it shows that digital transformation has a positive effect on digital marketing and marketing performance. Digital marketing is able to mediate digital transformation variable and marketing performance variable. The digital transformation in Ajibarang bird cage craftsmen MSMEs, will increase their digital business marketing capabilities and will increasing marketing performance. Increasing digital transformation of the Ajibarang bird cage craftsmen MSMEs will lead to increased productivity, innovation, and creativity of MSME in facing business competition. The implication of this research is that the results of the research are able to become the resources for MSME Ajibarang bird cages in determining the right strategy to improve their marketing performance.

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Section: Discussionmentioning

confidence: 98%

mentioning

confidence: 98%

The Role of Digital Transformation on Marketing Performance of Bird Cages in Ajibarang with Digital Marketing as a Mediation Variable

Sarah Dien Hawa,

Angga Ari Prasetya,

Haza Lana Wigati

2023

ieibzawa

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“…For MSMEs to grow their businesses, they must employ internet promotion tactics, which indirectly raise MSMEs' product marketing standards. Consequently, digital marketing will reduce operational expenses (Baharuddin et al, 2022). MSME actors can distribute their innovative items throughout regions, provinces, islands, and even countries using the internet marketing (Febriyantoro & Arisandi, 2018).…”

Section: Introductionmentioning

confidence: 99%

“…In addition to predicting and analyzing which items have a long lifespan and which products will be in demand in the future, market performance can also meet market expectations and needs. Several aspects affect market performance, including product innovation, environmental considerations, and market orientation (Baharuddin et al, 2022).…”

Section: Introductionmentioning

confidence: 99%

MSMEs DIGITAL MARKETING AND ENTREPRENEURSHIP'S FACTOR OF PERFORMANCE: JAMBI (INDONESIA) PERSPECTIVE

Usmayanti

Pangestu

2022

jepk

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This research investigates the entrepreneurial dimension, innovation, and digital marketing on market and finance performance. These research samples consist of 260 MSME actors in the city of Jambi. This study employs the Likert scale to measure construct variables in order to test their validity and reliability. The data and hypothesis of this research were examined using partial least square (PLS). The findings of this study indicate that entrepreneurial factor influences innovation and digital marketing positively. Innovation and digital marketing positively impact the performance of MSMEs. However, innovation and digital marketing have no relationship.

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“…Augmented reality «is one of the most recent developments in human-computer interaction technology» (Billinghurst et al,2015). It refers to viewing real-world environments using computer-generated virtual information (Carmigniani et al, 2011).…”

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confidence: 99%

Marketing 5.0: An Empirical Investigation of Its Perceived Effect on Marketing Performance

Alanazi

2022

MMI

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The study aims to explore the effect of marketing 5.0 on marketing performance. Marketing 5.0 was conceptualized using three dimensions: predictive marketing, contextual marketing, and augmented reality marketing. This study uses a questionnaire to collect data from a sample of employees working in marketing departments in 25 furniture stores. Eight employees were selected based on their managers’ recommendations regarding employee knowledge of digital marketing. The total number of the sample is 200 participants. Data were collected using a questionnaire designed as a five-point Likert scale. A total of 190 questionnaires were returned valid for data analysis. The results revealed that both contextual and augmented marketing significantly affect marketing performance. In contrast, predictive marketing exerts no significant effect on marketing performance. The above results concluded that enhancing marketing performance requires advanced human-oriented technologies. These technologies transform customers from traditional marketing environments into real-world environments by collecting and analyzing real-time customer data during the shopping process at sale points to affect customer behavioral intention and purchasing decisions. Theoretically, this study enriches the literature on marketing 5.0 by investigating the effects of three related kinds of marketing (predictive marketing, contextual marketing, and augmented marketing) on marketing performance. It provides researchers with a theory based upon which they could develop new models to examine the effects of marketing 5.0 on marketing outcomes. Empirically, the study shows that augmented marketing in the marketing 5.0 era is the most significant. It could be used to enhance the customer shopping ex

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Improving Marketing Performance through Digital Marketing for Micro Business Actors in the Trade Sector Registered at the Cooperatives and SMEs Service Office

Cited by 7 publications

References 16 publications

The Role of Digital Transformation on Marketing Performance of Bird Cages in Ajibarang with Digital Marketing as a Mediation Variable

The Role of Digital Transformation on Marketing Performance of Bird Cages in Ajibarang with Digital Marketing as a Mediation Variable

MSMEs DIGITAL MARKETING AND ENTREPRENEURSHIP'S FACTOR OF PERFORMANCE: JAMBI (INDONESIA) PERSPECTIVE

Marketing 5.0: An Empirical Investigation of Its Perceived Effect on Marketing Performance

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