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All Journal IQTISHODUNA JAM : Jurnal Aplikasi Manajemen An-Nisbah: Jurnal Ekonomi Syariah Jurnal Riset Bisnis dan Manajemen Tirtayasa Conference on Innovation and Application of Science and Technology (CIASTECH) JURISMA: Jurnal Riset Bisnis & Manajemen Applied Technology and Computing Science Journal Jurnal Manajemen Bisnis Jurnal Karinov Journal of Global Business and Management Review JMK Jurnal Manajemen dan Kewirausahaan Jurnal Pengabdian Masyarakat Asia Indonesian Journal of Engagement, Community Services, Empowerment and Development (IJECSED) Journal of Technology and Informatics (JoTI) JURNAL ILMIAH GLOBAL EDUCATION Jurnal Manajemen dan Profesional Jurnal Ilmu Komunikasi Progressio EKONOMIKA45 JISOS: Jurnal ilmu sosial JOMPA ABDI: Jurnal Pengabdian Masyarakat Asian Journal of Management Analytics Jurnal Pelayanan dan Pengabdian Masyarakat Indonesia MDP Student Conference Lokawati: Jurnal Penelitian Manajemen dan Inovasi Riset Jurnal Inovasi Bisnis Manajemen dan Akuntansi An-Nisbah: Jurnal Ekonomi Syariah Jurnal Ilmiah Bisnis dan Ekonomi Asia (Jibeka) Jurilma
Yogatama, Ahmad Nizar
Institut Teknologi Dan Bisnis Asia Malang
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Mechanical Engineering Social Sciences Other

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Mediasi Intellectual Capital atas Pengaruh Digital Marketing Terhadap Kinerja Pemasaran Sidi, Agus Purnomo; Yogatama, Ahmad Nizar
IQTISHODUNA IQTISHODUNA (VOL.15, No.2, 2019)
Publisher : Fakultas Ekonomi, UIN Maliki Malang

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (575.308 KB) | DOI: 10.18860/iq.v15i2.7592

Abstract

Today's world has been facing a new era that emphasizes every creative industry to overcome information technology, especially for selling and marketing needs, namely the digital era. In this era of disruptive technology, company size cannot be guaranteed, so that the creative industries processing waste and used goods can take this opportunity to penetrate domestic and international markets. The success of innovative products penetrating the global market will provide enormous benefits for the industries that show one of marketing performance, especially if it is balanced by high intellectual capital. The purpose of this study is to determine the direct and indirect effects of digital marketing on the marketing performance of creative industries processing waste and used goods through intellectual capital. The population of this research is the entire creative industries entrepreneurs processing waste and used products in Malang town whose numbers are unknown. The research sample of 150 respondents was selected through accidental-purposive-sampling technique. Quantitative primary data were collected through questionnaire surveys and analysed using path analysis. The results showed that digital marketing has direct and indirect effects on marketing performance through intellectual capital as an intervening variable which these effects are positive and significant
Co-Authors Adhirachmanto, Yudiansyah Adya Hermawati Adya Hermawati Agus Purnomo Sidi Amarullah, Agha Nugraha ANGGI SYUN LIE NINGTYAS Anggun Mai Rosa Indah Anjaningrum, Widiya Dewi Aqromi , Nur Lailatul Armanu Thoyib Armanu Thoyib Arsita, Nia Ayouvi Poerna Wardhanie BUKHORI, MOHAMMAD Bukhori, Muhammad Cantika, Cindy Dewi, Ika Maha Dinda Rohma Dewi Susanti Eka Afnan Troena Eka Afnan Troena Fadilla Cahyaningtyas Farokah, Lia Fitriyah Yuliani Hanif, Rifki Hendra Leo Pratama Ikrima, Sailil Jaenal Arifin Justita Dura Kurniawan, Hironimus Hari Laila, Zenny Nur Luqmani, Achmad Aufar Mariesti Andriany, Lussia Mohammad Bukhori Mufid Andrianata Mufidatul Islamiyah, Mufidatul Mutiara Erwiningtyas oktaviano, Eliezer Eden Prahtahma, Yogha Puji Subekti Purboyanti, Rini Trah Rahayu Puji Suci Rahayu Puji Suci Rini Trah Purboyanti Rita Indah Mustikowati Robby Himawan Giri Safarudin Baihaky Samsul Arifin Sari, Shevia Sitanala, Elsina Angelina Siti Nurul Afiyah Sri Anggraini Kusuma Dewi Suastika Yulia Riska Sudarmiatin Sunu Jatmika, Sunu Tria Risnanda Purwasih Wening Patmi Rahayu Wulan Alik Mudhawati Yulianto, Lutfy Marita