Digital marketing as a determinant variable for improving the business performance

IF 1.2 Q4 BUSINESS
Ernani Hadiyati, Sugeng Mulyono Gunadi, Sugeng Mulyono, Gunadi
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Abstract

This study analyzes the complex relationships between digital marketing, Customer Relationship Management (CRM), сompetitiveness, and business performance in the creative industry Small and Medium Enterprises (SMEs), focusing on craft-leading products in urban areas of East Java province. According to the sample size, the number of survey respondents was 172. There were 86 male entrepreneurs (50%) and 86 female entrepreneurs (50%). Primary data were collected by distributing the questionnaires according to the number of respondents to SME entrepreneurs who are managers or company owners with competence in the business field and more than five years of business experience. The analysis used Partial Least Squares Structural Equation Modeling (PLS-SEM). The results emphasize that digital marketing affects business performance through CRM by 0.126 with p-value of 0.006, and competitiveness by 0.260 with p-value of 0.000. It can be explained that digital media can identify, recruit, and turn potential customers into loyal customers. Higher demands from customers for online services are becoming increasingly crucial for digital marketing and business activities. The essence of the results of this study is that the more effective digital marketing is, the more influential the company’s CRM is to improve the company’s business performance, including profit growth, sales growth, and employment growth. The critical role of digital strategy, CRM, and competitiveness on business performance can overcome the challenges posed by the pandemic and drive success in creative industry SMEs of superior products in East Java, highlighted in this study. AcknowledgmentThe author would like to thank the Ministry of Education, Culture, Research and Technology. Directorate General of Higher Education, Research and Technology of The Republic of Indonesia, which has supported the research implementation and permitted publication of this article.
数字营销是提高业务绩效的决定性变量
本研究分析了东爪哇省城市地区创意产业中小企业(SMEs)中数字营销、客户关系管理(CRM)、竞争力和业务绩效之间的复杂关系,重点关注手工艺主导产品。根据样本量,调查对象人数为 172 人。其中男性企业家 86 人(占 50%),女性企业家 86 人(占 50%)。根据受访者人数,向在商业领域有能力且有五年以上商业经验的经理人或公司所有者等中小型企业创业者发放问卷,收集第一手数据。分析采用了偏最小二乘法结构方程模型(PLS-SEM)。结果表明,数字营销通过客户关系管理对企业绩效的影响为 0.126(P 值为 0.006),通过竞争力对企业绩效的影响为 0.260(P 值为 0.000)。这说明数字媒体可以识别、招募潜在客户,并将其转化为忠诚客户。客户对在线服务的更高要求对数字营销和商业活动越来越重要。本研究结果的实质是,数字营销越有效,公司的客户关系管理对提高公司的经营业绩,包括利润增长、销售增长和就业增长的影响就越大。数字战略、客户关系管理和竞争力对企业绩效的关键作用可以克服大流行病带来的挑战,并推动东爪哇省创意产业中小型优势产品企业取得成功,本研究强调了这一点。作者感谢印度尼西亚共和国教育、文化、研究和技术部高等教育、研究和技术总局对研究实施的支持,并允许本文的发表。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
Innovative Marketing
Innovative Marketing Economics, Econometrics and Finance-Economics, Econometrics and Finance (miscellaneous)
CiteScore
2.50
自引率
9.10%
发文量
58
审稿时长
9 weeks
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