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All Journal SALAM: Jurnal Sosial dan Budaya Syar-i Jurnal Ilmiah Econosains Syntax Literate: Jurnal Ilmiah Indonesia Visipena JURNAL EKONOMI PENDIDIKAN DAN KEWIRAUSAHAAN NUSANTARA : Jurnal Ilmu Pengetahuan Sosial IKRA-ITH ABDIMAS Jurnal Ipteks Terapan SABDAMAS Ilomata International Journal of Management JIIP (Jurnal Ilmiah Ilmu Pendidikan) Journal of Social Science Budapest International Research and Critics Institute-Journal (BIRCI-Journal): Humanities and Social Sciences Ilomata International Journal of Management Mattawang: Jurnal Pengabdian Masyarakat International Journal of Business, Technology, and Organizational Behavior (IJBTOB) Batara Wisnu : Indonesian Journal of Community Services pendidikan, science, teknologi, dan ekonomi Jurnal Ilmiah Metansi (Manajemen dan Akuntansi) Journal of Social Science IIJSE
Faisal Marzuki
Universitas Pembangunan Nasional Veteran Jakarta
Religion Arts Humanities Chemistry Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Immunology & microbiology Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Materials Science & Nanotechnology Mathematics Physics 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 A. Heri Iswanto Abdul Husen Zaelani Alfatih Manggabarani Alfatih S. Manggabarani Alfatih S. Manggabarani Alfida Aziz Ali, Syarif Amiruddin Al Hakim Ayunita Ajengtiyas Saputri Mashuri Bella Nurhastuti Diyah Yuli Sugiarti Eka Fitri Setiawan Endah Susiyanti Erik Meza Nusantara Faizi Ferry Koesindratmono Handono Mardiyanto Hutabarat, Junita Ivan Yulivan Iwan Kresna Setiadi Luthfan Fayi Anzika Mahendro Mahendro Sumardjo Mahendro Sumardjo Mahendro Sumardjo Mahendro Sumardjo Mahendro Sumardjo, Mahendro Mahendro, Mahendro Manggabarani , Alfatih S. Maria Bernadette Nani Ariani Nunuk Triwahyuningtyas Nurmatias Nurmatias Nurmatias Prasetyo Hadi S.Manggabarani, Alfatih Sri Endah Nurhidayati Sufyati HS Syarif Ali Tati Handayani Tunsiah, Siti Wahyu Widyawati YUDI NUR SUPRIADI