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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 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 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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Journal : Quantitative Economics and Management Studies

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The Influence Digital Marketing and Market Orientation on Marketing Performance Moderated by Competitive Advantage Agustina, Lia; Hadi, Prasetyo; Jubaedah, Jubaedah; Setiadi, Iwan Kresna
Quantitative Economics and Management Studies Vol. 5 No. 6 (2024)
Publisher : PT Mattawang Mediatama Solution

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35877/454RI.qems2906

Abstract

The phenomenon in this research is the decline in the number of marriage registrations at Ministry of Religious Affairs/KUA. According to data from the Indonesian Ministry of Religion in the last three years, the marriage rate in Indonesia has decreased drastically. Around two million marriages will decrease by 2024. Meanwhile, according to the 2018 in the Central Statistics Agency (BPS) report, the creative economy subsector contributes greatly to the national economy, with a contribution of 7.44% to Gross Domestic Product (GDP), one of the MSMEs in the creative economy subsector namely MSME EO. With the decline in the number of KUA registrations, MSMEs in the marriage sector are experiencing market saturation. Therefore, marketing performance (variable y) is required, including competitive advantage (variable z) as moderation and (variable x) namely digital marketing and market orientation. This research used quantitative and saturated sampling techniques. The population involved 101 MSME actors in the field of Event Organizer (EO) in DKI Jakarta. Employing SMART PLS 4.0, the results of this research indicate that digital marketing and market orientation have a significant influence on EO marketing performance in DKI Jakarta. However, competitive advantage cannot moderate digital marketing and market orientation.
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 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 Sigit Pradana Simon Tumanggor Siroj Jibril Al Rasyidi Sufyati HS Yanti, Marni Dewi Yudhi Nugraha YUDI NUR SUPRIADI