THE INFLUENCE OF SERVICE STRATEGY AND BUSINESS RELATIONSHIPS ON THE GROWTH OF STARUP BUSINESS MODERATED IN DIGITAL MARKETING

Abstract

The problem with startup businesses in South Sulawesi is that there is no conducive business area for new startups to develop. , so that an industrial business area ecosystem is needed. This study aims to analyze the effect of service strategy, business relations, digital marketing on startup business growth. This study used a sample of 225 startups, with data collection techniques using questionnaires and FGD. Data were analyzed using the Smart-PLS program. The results of the study show that service strategy and business relations have a significant effect on digital marketing and startup businesses, as well as digital marketing on startup businesses. Meanwhile, digital marketing cannot moderate the influence of service strategy and business relations on startup businesses.