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All Journal Solusi: Jurnal Kajian Ekonomi dan Bisnis Kasta: Jurnal Ilmu Sosial, Agama, Budaya dan Terapan
Arief Dermawan
Sekolah Tinggi Ilmu Ekonomi SBI
Economics, Econometrics & Finance Education Environmental Science Social Sciences

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PERBEDAAN KINERJA MARKETING UMKM KONVENSIONAL DAN UMKM GO DIGITAL Lucia Ika Fitriastuti; Yohannes Vemberi; Arief Dermawan; Saifudin Zuhri
Kajian Ekonomi dan Bisnis Vol. 20 No. 2 (2025)
Publisher : Sekolah Tinggi Ilmu Ekonomi SBI

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.51277/keb.v20i2.285

Abstract

MSMEs play a significant role in developing the national economy. The large number of MSMEs indicates that some still employ conventional marketing strategies, while others have gone digital. The purpose of this study is to quantitatively determine whether there are differences in marketing performance between conventional MSMEs and those that have gone digital, particularly in Daerah Istimewa Yogyakarta. This study utilized primary data obtained from a survey of 100 MSMEs in Daerah Istimewa Yogyakarta. The data analysis technique used was quantitative descriptive analysis with the nonparametric Mann-Whitney U test. The results indicate a difference in marketing performance between conventional MSMEs and those that have gone digital. This study recommends that conventional MSMEs employ alternative strategies to improve their marketing performance, such as developing digital marketing strategies or utilizing e-marketing.
The Influence of Digital Competence, Motivation, and Organizational Culture on Employee Performance in Electronic Retail Arief Dermawan; Tri Gunarsih; Lucia Ika Fitriastuti; Yohannes Vemberi; Saifudin Zuhri
KASTA : Jurnal Ilmu Sosial, Agama, Budaya dan Terapan Vol. 6 No. 3 (2026): August
Publisher : Lembaga Bale Literasi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58218/kasta.v6i3.3919

Abstract

The rapid development of digital technology has encouraged electronic retail companies to improve the quality of human resources to be able to adapt to changes in the dynamic business environment. Digital competencies, motivation, and organizational culture are seen as important factors that can affect employee performance levels. This study aims to analyze the influence of digital competence, motivation, and organizational culture on employee performance in electronic retail companies in the Special Region of Yogyakarta (DIY). This study uses a quantitative approach with data sources in the form of primary data obtained through the distribution of questionnaires to employees of electronic retail companies in the DIY area. The number of respondents in this study was 100 people. The data analysis technique uses Structural Equation Modeling (SEM) based on Partial Least Square (PLS) with the help of the SmartPLS application. The results of the study show that digital competence affects employee performance. Motivation also affects employee performance. In addition, organizational culture has been proven to have an effect on employee performance. Therefore, improving employee performance in electronic retail companies in DIY can be done through strengthening digital competencies, increasing work motivation, and developing an organizational culture that supports innovation, collaboration, and adaptation to digital technology developments.
Co-Authors Lucia Ika Fitriastuti Saifudin Zuhri Tri Gunarsih Yohannes Vemberi