The Influence of Entrepreneurial Marketing on Marketing Performance Through Digital Marketing Capabilities in the New Normal Era on Micro Small and Medium Enterprises in Palu, Central Sulawesi

Abstract

This research intends to determine the influence of Entrepreneurial Marketing through Digital Marketing Capabilities on Marketing Performance in the New Normal era for MSMEs in Palu, Central Sulawesi. Explanatory research method was conducted. The types and sources of data used was primary data through distributing questionnaires to 197 respondents who became the sample of this research. The sampling technique used was the Yamane and Isaac formula. Hypothesis testing used was path analysis with Smart-PLS software. The results show that Entrepreneurial Marketing through Digital Marketing Capabilities has a positive but not significant influence on Marketing Performance in the new normal era for MSMEs in Palu, Central Sulawesi.
 
 Keywords: Entrepreneurial Marketing, Digital Marketing Capabilities, Marketing Performance, Micro Small and Medium Enterprises

توظيف تقنيات الذكاء الاصطناعي في التسويق الريادي: مراجعة منهجية للتراث العلمي

“…Studies like those by Chatterjee et al (2021) and Belova (2023) highlight AI's transformative impact in providing personalized customer experiences and improving decision-making processes. The influence of AI on profitability, market share, and overall ROI, as demonstrated in studies by Ihksan et al (2021) and Abrokwah-Larbi & Awuku-Larbi (2023), is notable. Furthermore, the interplay between entrepreneurial orientation and innovation, as explored by Kraus et al (2023), along with AI's integration in supply chain management and alliance capabilities (Dubey et al, 2021), underscores the vast potential of AI in enhancing business performance.in the AI-driven business landscape.…”

“…Furthermore, the utilization of Artificial Intelligence in Marketing (AIM) is a game-changer, markedly increasing profitability, market share, revenue growth, and overall returns on investment (ROI). This advancement in Artificial Intelligence in Marketing is pivotal in enhancing customer retention, acquisition, satisfaction, and experience, fostering stronger customer relationships and loyalty (Ihksan et al (2021). Additionally, Artificial Intelligence in Marketing significantly improves business process efficiency, employee contribution, technology utilization, and complaint handling, leading to more streamlined internal operations (Abrokwah-Larbi & Awuku-Larbi, 2023).…”