The Effect of Digital Marketing Capability Against Marketing Performance with Innovation as mediation (Study on Batik SMEs during the Covid-19 Pandemic)

Utomo, Humam Santosa; Susanta, Susanta

doi:10.31098/pss.v1i1.193

Cited by 7 publications

(9 citation statements)

References 13 publications

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“…Digital marketing is a big part of making sales happen. Utomo and Susanta also found that SMEs that made batik in Yogyakarta did better at marketing when they were good at marketing [1]. From this description, we can come up with the following hypothesis:…”

Section: Digital Marketing Capability and Marketing Performancementioning

confidence: 75%

“…Therefore, this research is also directed to determine the effect of innovation ability on marketing performance. Utomo & Susanta [1] have found that digital marketing capability and innovation capability have a significant effect on batik SMEs. Research in the culinary field is also important to get enough attention considering that there are far more of them.…”

Section: Introductionmentioning

confidence: 99%

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Digital Marketing and Innovation Boost Marketing Performance in Small Food Processing Enterprises

Utomo¹,

Widjanarko²,

Susanta³

et al. 2023

Advances in Social Science, Education and Humanities Research

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When consumers rely on online product information, digital marketing becomes increasingly necessary. Businesses must strengthen their digital marketing capabilities. This study seeks to investigate and explain the impact of digital marketing capability and innovation capability on the marketing performance of small businesses. The study was conducted on one hundred modest food processing businesses in the Bantul district of the Yogyakarta Special Region. Purposive sampling is used as the method of sampling. The distribution of questionnaires to acquire data. The data were processed with WarpPLS to identify the relationship between two variables. The results indicate that both digital marketing capability and innovation capability have a substantial impact on marketing performance. The findings of this study highlight the significance of digital marketing and innovation for enhancing marketing performance.

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Section: Digital Marketing Capability and Marketing Performancementioning

confidence: 75%

Section: Introductionmentioning

confidence: 99%

Digital Marketing and Innovation Boost Marketing Performance in Small Food Processing Enterprises

Utomo¹,

Widjanarko²,

Susanta³

et al. 2023

Advances in Social Science, Education and Humanities Research

Self Cite

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show abstract

“…In Nigeria, as in many parts of the world, the FMCG sector witnessed a surge in digital and online marketing innovations, as brands sought to maintain their market presence and cater to the evolving needs of consumers. Utomo and Susanta (2020) explored the impact of digital marketing capabilities on marketing performance, particularly focusing on Batik SMEs during the pandemic. Their findings underscored the significant role of digital marketing in driving business outcomes.…”

Section: Digital and Online Marketing Innovationsmentioning

confidence: 99%

Crisis Marketing in the FMCG Sector: A Review of Strategies Nigerian Brands Employed During the Covid-19 Pandemic

Ifeoluwa Oreofe Adekuajo,

Chioma Ann Udeh,

Adekunle Abiola Abdul

et al. 2023

Int. j. manag. entrep. res

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The COVID-19 pandemic has ushered in a wave of unprecedented challenges across global markets, with Nigeria's Fast-Moving Consumer Goods (FMCG) sector being no exception. This study delves deep into the crisis marketing strategies employed by Nigerian FMCG brands during this tumultuous period. The research utilized the potential of a qualitative approach to offer a broad view of the sector's response to the pandemic-induced challenges. The findings underscored a significant shift towards digital platforms, with brands leveraging online engagements, e-commerce initiatives, and social media campaigns to maintain consumer connections. Concurrently, offline strategies were reimagined, emphasizing safety, community engagement, and product diversification. The analysis revealed that these adaptive strategies mitigated the immediate economic ramifications and positioned brands for long-term success in a post-pandemic world. In conclusion, the FMCG sector in Nigeria demonstrated remarkable resilience and adaptability, with brands developing robust crisis marketing strategies rooted in consumer-centricity, agility, and data-driven insights. The study recommends continued investment in digital transformation, prioritization of consumer needs, and adaptability as key pillars for future success. This research provides a blueprint for FMCG brands globally, offering insights into navigating market challenges with agility and innovation. Keywords: FMCG, Nigeria, Crisis Marketing, Digital Transformation, Consumer-Centricity, Covid-19 Pandemic.

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“…Digital marketing capabilities significantly encourage SME performance in the digital era (MPmar et al, 2022). The ability to apply digital marketing creates product uniqueness in the form of innovation so that it becomes a company advantage that impacts company performance (Utomo & Susanta, 2020). Digital technology has revolutionized marketing rules and caused many conventional marketing techniques to become obsolete (Nuseir & Refae, 2022).…”

Section: The Relationship Between Digital Marketing Capability and Ms...mentioning

confidence: 99%

Digital Marketing Capability and MSMEs Performance: Understanding the Moderating Role of Environmental Dynamism

Purwanti

Lailyningsih

Suyanto

2022

JMTT

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Objective: This study examines the influence of digital marketing capability on Micro, Small, and Medium Enterprises (MSMEs) performance. Environmental dynamism was the moderator in this relationship. Design/Methods/Approach: This study design was a quantitative approach. The research was conducted in Lamongan Regency. The research populations are managers or owners of MSMEs in the area. Using non-probability and purposive sampling techniques, this study reports the responses of 138 respondents from small and medium enterprises in Lamongan. Data were primarily gathered through self-reported online questionnaires. Partial Least Square (PLS) was then used to test the hypothesized relationships. Findings: The results show a positive effect of digital marketing capability on MSMEs performance and that environmental dynamism strengthens the relationship between digital marketing capability and MSMEs performance. Originality: Our study highlights the importance of focusing on digital marketing capability as a superior business strategy in responding to changes in consumer behavior. Empirical research on digital marketing capabilities in small-scale companies from the context of developing countries has not received serious attention (Chinakidzwa & Phiri, 2020b). To the best of our knowledge, this study is the first to link digital marketing capabilities to the MSMEs performance in Lamongan. Almost no previous research has examined environmental dynamism as a moderating role, especially in developing countries. Practical/Policy Implication: the owners or managers must focus on establishing and implementing the ability to apply digital marketing effectively. Digital marketing capability becomes one of the Company's strategic sources in creating competitive advantages, contributing to better business performance. An important practical implication of this research is that when MSMEs can adapt and transform digitally, they should concentrate on increasing digital marketing capability through activities such as providing product information on digital platforms, providing online services for customer needs, and building relations and communication with online consumers. Careful consideration of a firm's digital marketing capability is needed to improve business performance.

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The Effect of Digital Marketing Capability Against Marketing Performance with Innovation as mediation (Study on Batik SMEs during the Covid-19 Pandemic)

Cited by 7 publications

References 13 publications

Digital Marketing and Innovation Boost Marketing Performance in Small Food Processing Enterprises

Digital Marketing and Innovation Boost Marketing Performance in Small Food Processing Enterprises

Crisis Marketing in the FMCG Sector: A Review of Strategies Nigerian Brands Employed During the Covid-19 Pandemic

Digital Marketing Capability and MSMEs Performance: Understanding the Moderating Role of Environmental Dynamism

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