Mediasi Intellectual Capital atas Pengaruh Digital Marketing Terhadap Kinerja Pemasaran

Abstract

<jats:p>Today's world has been facing a new era that emphasizes every creative industry to overcome information technology, especially for selling and marketing needs, namely the digital era. In this era of disruptive technology, company size cannot be guaranteed, so that the creative industries processing waste and used goods can take this opportunity to penetrate domestic and international markets. The success of innovative products penetrating the global market will provide enormous benefits for the industries that show one of marketing performance, especially if it is balanced by high intellectual capital. The purpose of this study is to determine the direct and indirect effects of digital marketing on the marketing performance of creative industries processing waste and used goods through intellectual capital. The population of this research is the entire creative industries entrepreneurs processing waste and used products in Malang town whose numbers are unknown. The research sample of 150 respondents was selected through accidental-purposive-sampling technique. Quantitative primary data were collected through questionnaire surveys and analysed using path analysis. The results showed that digital marketing has direct and indirect effects on marketing performance through intellectual capital as an intervening variable which these effects are positive and significant</jats:p>

Utilization of E-Commerce to Increase the Selling Value of MSMEs in Sumbawa Regency During the Covid-19 Pandemic

“…The results of this study are in line with the research findings of Sidi and Yogatama that digital marketing has a positive and significant effect on marketing performance [11]. Online marketing strategy is a very effective marketing strategy because the existence of this online marketing system facilitates access and communication between sellers and customers and is more efficient in time and place.…”

“…The selling value of MSMEs in this study is a measure of achievement obtained by creative economy-based MSMEs in the Sumbawa Regency from the overall marketing activity process. The selling value of MSMEs is measured using 3 indicators [11], which are measured, namely: (1) Income growth; (2) Sales volume growth; and (3) Customer growth.…”

Optimalisasi Integrated Digital Marketing Dalam Strategi Pemasaran Umkm Imago Raw Honey

“…Fenomena disrupsi akibat perkembangan teknologi yang terjadi saat ini menuntut dilakukannya berbagai inovasi termasuk digital marketing, sehingga digital marketing harus menjadi bagian integral dari rencana pengembangan ke depan (Haryanti et al, 2017), (Sidi & Yogatama, 2019). Pemasar dituntut selalu berinovasi dalam mempertahankan pelanggan baru, kreatif untuk mempertahankan pelanggan yang sudah lama dan berulang kali menggunakan produk ataupun jasa yang ditawarkan.…”

Pengaruh Penggunaan Media Sosial terhadap Kinerja Pemasaran selama Pandemi Covid-19 dengan Mediasi Kemampuan Inovasi dan Kemampuan Branding (Studi pada Pelaku UMKM yang Menggunakan Media Sosial).

“…Penggunaan media sosial memberikan pengaruh hubungan yang positif terhadap kinerja pemasaran (Primanto & Athia, 2020). Menurut Sidi & Yogatama (2019), kinerja pemasaran yang baik ditunjukkan dengan pertumbuhan pendapatan, pertumbuhan jumlah konsumen dan meningkatnya volume penjualan. Kinerja pemasaran yang baik juga diukur melalui kesesuaian antara tingkat keuntungan, volume penjualan, meningkatnya pangsa pasar dan tingkat kepuasan konsumen (Hatta, 2015).…”