The effect of digital marketing and e-commerce on financial performance and business sustaina-bility of MSMEs during COVID-19 pandemic in Indonesia

Abstract

The purpose of this study is to analyze the effects of digital marketing (DM), e-commerce (EC), business sustainability (BS) and financial performance (FP) of Micro, Small and Medium Enterprises (MSMEs) during Pandemic Covid19 in Indonesia. The relationships between digital marketing and business sustainability, e-commerce and business sustainability, digital marketing and financial performance, e-commerce and financial performance, financial performance and business sustainability are investigated. This research is quantitative research with a questionnaire approach. Data processing tools use the SmartPLS 3.3.3 software. The primary data collection method was accomplished by distributing online questionnaires to 120 MSMEs in Banten Indonesia who had experienced the pandemic. The results show that digital marketing had significant effect on business sustainability, e-commerce had significant effect on business sustainability, digital marketing had significant effect on financial performance. However, e-commerce had no significant effect on financial performance, financial performance had no significant effect on business sustainability, digital marketing had no significant effect on business sustainability through financial performance, e-commerce had no significant effect on business sustainability through financial performance. The use of digital marketing has been carried out to increase customer awareness. Marketplace as a manifestation of e-commerce is used as an innovation or change in sales methods.

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“…Dimana kinerja pemasaran merupakan ukuran suatu perusahaan dalam memposisikan diri pada persaingan pasar, (Purwanto et al, 2018). Seringkali kinerja pemasaran dan kinerja keuangan merupakan bagian dari ukuran dimensi tunggal, (Eneizan et al, 2019); (Purba et al, 2021). Oleh karena itu, pada reseach gap di atas peneliti akan mengekspor dengan memasukkan peran pemerintah berupa MA dalam upaya menjaga konsistensi konsep EM menjaga kinerja pemasaran perusahaan, sehingga hasil penelitian ini diharapkan menjadi masukan dan inspirasi yang berharga bagi pihak yang berkepentingan.…”

Measuring the impact of the COVID-19 pandemic on the marketing industry of Serbia

“…In practically every area, the epidemic has altered the commercial landscape. As a result of the uncertainty associated with the pandemic, a number of players in micro-, small-, and medium-sized enterprises (MSME) have seen a fall in income (Purba et al, 2021). However, many of them have survived, and indeed even thrived.…”

“…MSME players have chosen digital marketing through social media to improve the reach of their product promotion during the pandemic. Meanwhile, one of the survival tactics achieved by modifying the sales model is to use the e-commerce market as a means of selling (Purba et al, 2021). The e-commerce market has a much wider reach than traditional sales models.…”

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“…E-commerce will cut marketing activities and at the same time cut operational costs for trading activities. In 2012, e-commerce continued to climb, as evidenced by the number of online shoppers increasing by 5 percent and the number of online transactions increasing by 7 percent (Purba, Simanjutak, Malau, Sholihat, & Ahmadi, 2021). E-Commerce, is a new type of business, where sellers use two channels, both online and offline.…”