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All Journal WARTA Benefit: Jurnal Manajemen dan Bisnis International Journal of Applied Sciences in Tourism and Events International Journal of Supply Chain Management Jurnal Litbang Sukowati : Media Penelitian dan Pengembangan Abdi Psikonomi Prosiding University Research Colloquium Jurnal Informatika Ekonomi Bisnis Determinasi: Jurnal Penelitian Ekonomi Manajemen dan Akuntansi
Wafiatun Mukharomah
Universitas Muhammadiyah Surakarta
Religion Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Environmental Science Industrial & Manufacturing Engineering Law, Crime, Criminology & Criminal Justice Medicine & Pharmacology Social Sciences Transportation

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Journal : Jurnal Informatika Ekonomi Bisnis

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Pengaruh Pemasaran Digital dan E-Commerce terhadap Performance Marketing dan Keberlanjutan Bisnis Pada Usaha Oleh-Oleh Khas Kota Solo Wardana, Firdaus Putra; Mukharomah, Wafiatun
Jurnal Informatika Ekonomi Bisnis Vol. 5, No. 2 (June 2023)
Publisher : SAFE-Network

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (485.819 KB) | DOI: 10.37034/infeb.v5i2.558

Abstract

This study aims to analyze digital marketing and e- ecommerce on performance marketing and business sustainability in the typical souvenir business of Solo city. The population and sample of this study are SMEs who have a business in the field of souvenirs typical of Solo City as many as 100 respondents. The type of data used in this study is primary data. Data collection methods using questionnaires and processed using Partial Least Square (PLS) analysis tools. The results showed that E-commerce has a positive effect on business sustainability, digital marketing has a positive effect on business sustainability, performance marketing has a positive effect on business sustainability, E-commerce has a positive effect on performance marketing, digital marketing has a positive effect on performance marketing, performance marketing mediates the effect of E-commerce on business sustainability, performance marketing mediates the effect of digital marketing on business sustainability.
Co-Authors Aflit Nuryulia Praswati Akrom, Akrom Al-Muhatarom, Muhammad Nur Mu’tashim Billah Alfina Salma Putri Amelia Jihan Ramadhani Andy Dwi Bayu Bawono Anestia Retno Kusumastuti Chrisnahadi Putra Raharja Della Mafiana Dewita Puspawati Diky Satya Pradana Dimas Aji Pramana Farid Adi Prasetya Helmia Khalifah Sina Indrastanti, Sri Retno Lina Agustina Mabruroh Mabruroh Mabruroh Mahendra, Ivang Arielya Deva Ma’ruf Ma’ruf Muhammad Jabal Noor Muhammad Randhy Kurniawan Muhammad Randhy Kurniawan Novel Idris Abas Nursiam Nursiam Nursiam, Nursiam Saphira Wahyu Novitasari Shinta Permata Sari Shinta Permata Sari Sri Murwanti Sri Retno Indrastanti Suryani, Attien Rahmawati Ade Syamsudin Syamsudin Tika Pratika Wardana, Firdaus Putra Wuryaningsih Dwi Lestari