Digital marketing, digital orientation, marketing capability, and information technology capability on marketing performance of Indonesian SMEs
This research analyzes the effect of digital marketing, digital orientation, marketing capabilities, and information technology capabilities on marketing performance of Indonesian SMEs. The methods are quantitative methods and data analysis techniques using AMOS 23 software based on Structu...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Growing Science
2022-01-01
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| Series: | International Journal of Data and Network Science |
| Online Access: | http://www.growingscience.com/ijds/Vol6/ijdns_2022_74.pdf |
| _version_ | 1817999429815238656 |
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| author | Mohammad Hamim Sultoni Sudarmiatin Sudarmiatin Agus Hermawan Sopiah Sopiah |
| author_facet | Mohammad Hamim Sultoni Sudarmiatin Sudarmiatin Agus Hermawan Sopiah Sopiah |
| author_sort | Mohammad Hamim Sultoni |
| collection | DOAJ |
| description | This research analyzes the effect of digital marketing, digital orientation, marketing capabilities, and information technology capabilities on marketing performance of Indonesian SMEs. The methods are quantitative methods and data analysis techniques using AMOS 23 software based on Structural Equation Modeling (SEM). The method of selecting the sample uses the purposive sampling methods. The study uses data based on questionnaires to 338 SMEs respondents in Madura, Indonesia. The results of data analysis show that the digital marketing had a positive and significant effect on the marketing performance, the digital orientation had a positive and significant effect on the marketing performance, marketing capabilities had a positive and significant effect on the marketing performance and information technology capabilities had a positive and significant effect on the marketing performance. The theoretical implication of the research is that it finds additional knowledge of marketing strategy in the field of small medium enterprise. Then, marketing management by integrating marketing capabilities and information technology to optimize digital marketing on SMEs marketing performance. |
| first_indexed | 2024-04-14T03:08:49Z |
| format | Article |
| id | doaj.art-e2215ebac1e845af8044ecdc2c3086b8 |
| institution | Directory Open Access Journal |
| issn | 2561-8148 2561-8156 |
| language | English |
| last_indexed | 2024-04-14T03:08:49Z |
| publishDate | 2022-01-01 |
| publisher | Growing Science |
| record_format | Article |
| series | International Journal of Data and Network Science |
| spelling | doaj.art-e2215ebac1e845af8044ecdc2c3086b82022-12-22T02:15:39ZengGrowing ScienceInternational Journal of Data and Network Science2561-81482561-81562022-01-01641381138810.5267/j.ijdns.2022.5.013Digital marketing, digital orientation, marketing capability, and information technology capability on marketing performance of Indonesian SMEsMohammad Hamim SultoniSudarmiatin SudarmiatinAgus HermawanSopiah Sopiah This research analyzes the effect of digital marketing, digital orientation, marketing capabilities, and information technology capabilities on marketing performance of Indonesian SMEs. The methods are quantitative methods and data analysis techniques using AMOS 23 software based on Structural Equation Modeling (SEM). The method of selecting the sample uses the purposive sampling methods. The study uses data based on questionnaires to 338 SMEs respondents in Madura, Indonesia. The results of data analysis show that the digital marketing had a positive and significant effect on the marketing performance, the digital orientation had a positive and significant effect on the marketing performance, marketing capabilities had a positive and significant effect on the marketing performance and information technology capabilities had a positive and significant effect on the marketing performance. The theoretical implication of the research is that it finds additional knowledge of marketing strategy in the field of small medium enterprise. Then, marketing management by integrating marketing capabilities and information technology to optimize digital marketing on SMEs marketing performance.http://www.growingscience.com/ijds/Vol6/ijdns_2022_74.pdf |
| spellingShingle | Mohammad Hamim Sultoni Sudarmiatin Sudarmiatin Agus Hermawan Sopiah Sopiah Digital marketing, digital orientation, marketing capability, and information technology capability on marketing performance of Indonesian SMEs International Journal of Data and Network Science |
| title | Digital marketing, digital orientation, marketing capability, and information technology capability on marketing performance of Indonesian SMEs |
| title_full | Digital marketing, digital orientation, marketing capability, and information technology capability on marketing performance of Indonesian SMEs |
| title_fullStr | Digital marketing, digital orientation, marketing capability, and information technology capability on marketing performance of Indonesian SMEs |
| title_full_unstemmed | Digital marketing, digital orientation, marketing capability, and information technology capability on marketing performance of Indonesian SMEs |
| title_short | Digital marketing, digital orientation, marketing capability, and information technology capability on marketing performance of Indonesian SMEs |
| title_sort | digital marketing digital orientation marketing capability and information technology capability on marketing performance of indonesian smes |
| url | http://www.growingscience.com/ijds/Vol6/ijdns_2022_74.pdf |
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