International Journal of Economics and Management Research
Vol. 2 No. 2 (2023): August : International Journal of Economics and Management Research

THE ROLE OF DIGITAL MARKETING IN BOOSTING MSME MARKETING PERFORMANCE

Nofrisel Nofrisel (Institut Transportasi dan Logistik Trisakti)
Edhie Budi Setiawan (Institut Transportasi dan Logistik Trisakti)
Dian Artanti Arubusman (Institut Transportasi dan Logistik Trisakti)
Theresye Yoanyta Octora (Institut Transportasi dan Logistik Trisakti)
Amrulloh Ibnu Kholdun (Institut Transportasi dan Logistik Trisakti)

Article Info

Publish Date
02 Jul 2023

Abstract

Finding out how digital marketing affects the marketing effectiveness of micro, small, and medium-sized firms (MSMEs) in East Java, Indonesia, is the aim of this study. Data from 351 SMEs were gathered using the structural equation model (SEM) to evaluate the research hypothesis. According to the study's results, digital marketing considerably improves MSMEs' marketing efficiency. It was also discovered that digital marketing acts as a link between the marketing performance and capabilities of MSMEs. For MSMEs in East Java and other parts of Indonesia, as well as for policymakers and academics interested in promoting the growth and development of the MSME sector, these findings have significant ramifications.

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Journal Info
International Journal of Economics and Management Research
Website

Abbrev

ijemr

Publisher

Politeknik Pratama Purwokerto

Subject

Economics, Econometrics & Finance

Description

Financial Accounting Public Sector Accounting Management Accounting Sharia Accounting and Financial Management Auditing Corporate Governance Behavioral Accounting (Including Ethics and Professionalism) Accounting (Ethics) Education Taxation Capital Markets and Investments Accounting for Banking and ...