Jurnal Bisnisman : Riset Bisnis dan Manajemen
Vol 5 No 1 (2023): Jurnal Bisnisman : Riset Bisnis dan Manajemen

Pengaruh Kapabilitas Pemasaran, Digital Marketing Dalam Meningkatkan Kinerja Pemasaran UMKM Di Jawa Barat

Frans Sudirjo (Universitas 17 Agustus 1945 Semarang)
Arief Yanto Rukmana (Sekolah Tinggi Ilmu Ekonomi STAN IM)
Hilarius Wandan (Universitas Lelemuku Saumlaki)
Muhammad Lukman Hakim (Universitas Mandiri Bina Prestasi Medan)

Article Info

Publish Date
31 May 2023

Abstract

This study aims to examine the influence of marketing capabilities and digital marketing on the marketing performance of micro, small, and medium enterprises (MSMEs) in West Java, Indonesia. Data were collected from 384 MSMEs using a structured questionnaire, and a structural equation modeling (SEM) was employed to test the research hypotheses. The results of the study indicate that marketing capabilities and digital marketing have a significant positive impact on the marketing performance of MSMEs. Furthermore, digital marketing was found to mediate the relationship between marketing capabilities and the marketing performance of MSMEs. These findings have important implications for MSMEs in West Java, as well as in other regions of Indonesia, and for policymakers and academics who are interested in supporting the growth and development of the MSME sector.

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Journal Info
Jurnal Bisnisman : Riset Bisnis dan Manajemen
Website

Abbrev

bisnisman

Publisher

Universitas Nusa Putra

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

Description

Jurnal Bisnis dan Manajemen (BISNISMAN) ini diterbitkan oleh Program Studi Manajemen Universitas Nusa Putra, sebagai jurnal yang terbit setiap empat bulanan yang fokus menyajikan tulisan-tulisan tentang bisnis, manajemen dan kewirausahaan. Jurnal ini berisi artikel-artikel penelitian atau ...