The Effect of Online Marketing Mix, Online Product Representation, and Digital Content Marketing on the Marketing Performance of MSMEs in NTB Mall Mataram during the Covid-19 Pandemic
In today's technological era, marketers and entrepreneurs need to know that many digital variables determine marketing performance. This study aims to assess the effect of the online marketing mix, online product representation, and digital content marketing on the marketing performance of MSME...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Altezoro s.r.o. (Slovak Republic) and Publishing Center "Dialog" (Ukraine)
2022-10-01
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| Series: | Traektoriâ Nauki |
| Subjects: | |
| Online Access: | https://pathofscience.org/index.php/ps/article/view/1533 |
| _version_ | 1811190291921633280 |
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| author | Handry Sudiartha Athar Prayitno Basuki Lalu Edy Herman Mulyono |
| author_facet | Handry Sudiartha Athar Prayitno Basuki Lalu Edy Herman Mulyono |
| author_sort | Handry Sudiartha Athar |
| collection | DOAJ |
| description | In today's technological era, marketers and entrepreneurs need to know that many digital variables determine marketing performance. This study aims to assess the effect of the online marketing mix, online product representation, and digital content marketing on the marketing performance of MSMEs NTB Mall Mataram in the era of the Covid-19 pandemic. The type of research used is quantitative research with causal methods. The population in this study is MSME actors who have been incorporated into NTB Mall, which is 1803 people. The number of samples was 95 MSME actors aged 20-60. The sampling technique used was a simple random sampling technique. The data analysis used was the SEM-PLS method with SmartPLS 3.0 application. The results showed that the online marketing mix and digital content marketing had a positive and significant effect on marketing performance. Meanwhile, online product representation was found to have no significant impact on marketing work. |
| first_indexed | 2024-04-11T14:48:55Z |
| format | Article |
| id | doaj.art-1a4ad748faf04af9b1b4d50344d3150a |
| institution | Directory Open Access Journal |
| issn | 2413-9009 |
| language | English |
| last_indexed | 2024-04-11T14:48:55Z |
| publishDate | 2022-10-01 |
| publisher | Altezoro s.r.o. (Slovak Republic) and Publishing Center "Dialog" (Ukraine) |
| record_format | Article |
| series | Traektoriâ Nauki |
| spelling | doaj.art-1a4ad748faf04af9b1b4d50344d3150a2022-12-22T04:17:33ZengAltezoro s.r.o. (Slovak Republic) and Publishing Center "Dialog" (Ukraine)Traektoriâ Nauki2413-90092022-10-018103017302510.22178/pos.86-5850The Effect of Online Marketing Mix, Online Product Representation, and Digital Content Marketing on the Marketing Performance of MSMEs in NTB Mall Mataram during the Covid-19 PandemicHandry Sudiartha Athar0Prayitno Basuki1Lalu Edy Herman Mulyono2University of MataramUniversity of MataramUniversity of MataramIn today's technological era, marketers and entrepreneurs need to know that many digital variables determine marketing performance. This study aims to assess the effect of the online marketing mix, online product representation, and digital content marketing on the marketing performance of MSMEs NTB Mall Mataram in the era of the Covid-19 pandemic. The type of research used is quantitative research with causal methods. The population in this study is MSME actors who have been incorporated into NTB Mall, which is 1803 people. The number of samples was 95 MSME actors aged 20-60. The sampling technique used was a simple random sampling technique. The data analysis used was the SEM-PLS method with SmartPLS 3.0 application. The results showed that the online marketing mix and digital content marketing had a positive and significant effect on marketing performance. Meanwhile, online product representation was found to have no significant impact on marketing work.https://pathofscience.org/index.php/ps/article/view/1533online marketing mixonline representationdigital content marketingmarketing performance |
| spellingShingle | Handry Sudiartha Athar Prayitno Basuki Lalu Edy Herman Mulyono The Effect of Online Marketing Mix, Online Product Representation, and Digital Content Marketing on the Marketing Performance of MSMEs in NTB Mall Mataram during the Covid-19 Pandemic Traektoriâ Nauki online marketing mix online representation digital content marketing marketing performance |
| title | The Effect of Online Marketing Mix, Online Product Representation, and Digital Content Marketing on the Marketing Performance of MSMEs in NTB Mall Mataram during the Covid-19 Pandemic |
| title_full | The Effect of Online Marketing Mix, Online Product Representation, and Digital Content Marketing on the Marketing Performance of MSMEs in NTB Mall Mataram during the Covid-19 Pandemic |
| title_fullStr | The Effect of Online Marketing Mix, Online Product Representation, and Digital Content Marketing on the Marketing Performance of MSMEs in NTB Mall Mataram during the Covid-19 Pandemic |
| title_full_unstemmed | The Effect of Online Marketing Mix, Online Product Representation, and Digital Content Marketing on the Marketing Performance of MSMEs in NTB Mall Mataram during the Covid-19 Pandemic |
| title_short | The Effect of Online Marketing Mix, Online Product Representation, and Digital Content Marketing on the Marketing Performance of MSMEs in NTB Mall Mataram during the Covid-19 Pandemic |
| title_sort | effect of online marketing mix online product representation and digital content marketing on the marketing performance of msmes in ntb mall mataram during the covid 19 pandemic |
| topic | online marketing mix online representation digital content marketing marketing performance |
| url | https://pathofscience.org/index.php/ps/article/view/1533 |
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