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All Journal Jurnal Siasat Bisnis Journal of Business & Banking JAM : Jurnal Aplikasi Manajemen Syntax Literate: Jurnal Ilmiah Indonesia Journal of Humanities and Social Studies Jurnal Equity Iqtishoduna: Jurnal Ekonomi Islam International Journal of Economics, Business and Accounting Research (IJEBAR) International Journal of Business Studies SABDAMAS Al-Kharaj: Journal of Islamic Economic and Business Jurnal Ilmiah Manajemen Kesatuan G-Tech : Jurnal Teknologi Terapan Jurnal Bakti Masyarakat Indonesia Budapest International Research and Critics Institute-Journal (BIRCI-Journal): Humanities and Social Sciences Quantitative Economics and Management Studies International Journal of Engagement and Empowerment (IJE2) Jurnal Altifani Penelitian dan Pengabdian kepada Masyarakat Eduvest - Journal of Universal Studies Jurnal As-Syar’i: Jurnal Bimbingan & Konseling Keluarga Equity
Prasetyo Hadi
Fakultas Ekonomi UPNV Jawa Timur
Religion Aerospace Engineering Agriculture, Biological Sciences & Forestry Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Energy Engineering Environmental Science Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Neuroscience Nursing Public Health Social Sciences Other

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Digital Transformation in SMEs in West Java Digital Marketing Capability Analysis and Use of Chatbots in CRM S.Manggabarani, Alfatih; Hadi, Prasetyo; Marzuki, Faisal
Budapest International Research and Critics Institute-Journal (BIRCI-Journal) Vol 7, No 4 (2024): Budapest International Research and Critics Institute November
Publisher : Budapest International Research and Critics University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33258/birci.v7i4.7991

Abstract

This research examines the impact of Digital Marketing Capabilities on Marketing Performance, mediated by the use of CRM Chatbots in SMEs in West Java. Utilizing SmartPLS 3.2.9 software for analysis, the study finds that Digital Marketing Capabilities significantly influence Marketing Performance both directly and through CRM Chatbots. These results underscore the importance of robust Digital Marketing Capabilities and CRM Chatbot usage in enhancing the Marketing Performance of SMEs. The findings contribute valuable insights into the factors affecting marketing outcomes and highlight the need for strategic management of Digital Marketing and Media Capabilities to support digital transformation in the market.
Co-Authors Agus Kusmana Alfatih S Manggabarani Alfatih S. Manggabarani Ali, Syarif Anggi Angga Resti Anter Venus Astuti, Amillia Astuti, Miguna Bernadin Dwi M Budhi Martana Dewi Iryani Didik Suhariyanto Djoko Santosa Erna Hernawati, Erna Fadhli Suko Wiryanto Fahrudin Fahrudin Faisal Marzuki Hanafia, Muhammad Harta, Feri Suheri Hernawati, Erna Hernawati Hidayah, Wahyu Husnah Nur Laela Ermaya Iwan Kresna Setiadi Johan, Ahmad JUBAEDAH JUBAEDAH, JUBAEDAH Lia Agustina, Lia Maliyana Maliyana Manaf, Athallah Safir Manggabarani, Alfatih Manggabarani, Alfatih S Manggabarani, Alfatih Sikki Maria Assumpta Wikantari Niniek Hardini Nurmatias Nurmatias Primta Surbakti, Lidya Rivaldo Yulinchton, Markus Rosali Sembiring Rosali Sembiring S.Manggabarani, Alfatih Safitri, Nadia SANI SANI Sigit Pradana Simon Tumanggor Siroj Jibril Al Rasyidi SRIE MULJANI Sufyati HS Yanti, Marni Dewi Yudhi Nugraha YUDI NUR SUPRIADI