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All Journal Jurnal Agroindustri AGRARIS: Journal of Agribusiness and Rural Development Research Jurnal Ilmu Ilmu Agribisnis: Journal of Agribusiness Science JURNAL AGRIBISNIS DAN KOMUNIKASI PERTANIAN (Journal of Agribusiness and Agricultural Communication) Dharma Raflesia : Jurnal Ilmiah Pengembangan dan Penerapan IPTEKS Journal of Agri Socio Economics and Business Wahana Peternakan Jurnal Pengabdian kepada Masyarakat Jurnal Agristan Sharia Agribusiness Journal Agribis Jurnal AGRISEP: Kajian Masalah Sosial Ekonomi Pertanian dan Agribisnis Agricultural Review AGRIC Jurnal Pengabdian kepada Masyarakat Dewantara Jurnal Perikanan
Basuki Sigit Priyono
Universitas Bengkulu
Agriculture, Biological Sciences & Forestry Humanities Biochemistry, Genetics & Molecular Biology Chemical Engineering, Chemistry & Bioengineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Energy Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Public Health Social Sciences Transportation Veterinary Other

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Journal : Jurnal Perikanan

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THE INFLUENCE OF MARKETING CAPABILITIES AND DIGITAL MARKETING ON THE MARKETING PERFORMANCE OF MSMEs FISH MILLING IN BENGKULU CITY Kiasati, Kanaya Zharfa; Reswita, Reswita; Priyono, Basuki Sigit; Rahayu, Heni Sulistyawati Purwaning
Jurnal Perikanan Unram Vol 15 No 2 (2025): JURNAL PERIKANAN
Publisher : Universitas Mataram

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29303/jp.v15i2.1462

Abstract

Bengkulu is a potential area in the capture marine fisheries business, the average yield of capture fisheries in Bengkulu City reaches 83338 tons. The potential for abundant results has a positive impact, namely many MSMEs have sprung up to utilize sea catches, one of which is a fish milling business in Bengkulu City. Changes in the business environment and technological developments, and technological developments require MSMEs to adopt digital technology and conduct digital marketing. By adopting digital technology, it is hoped that it will improve the marketing performance of fish milling MSMEs. This study aims to determine how marketing capabilities, digital marketing, and marketing performance and their effect on marketing performance. The data analysis method was carried out quantitatively and SEM PLS with 40 MSMEs as samples. The results showed that the marketing capabilities, digital marketing, and marketing performance of MSMEs were quite good. In addition, marketing capabilities and digital marketing have an effect on marketing performance.
Co-Authors . Setiowati, . Aldi Kresmonanda Anggraini, Putry Anna Suwarni Anna Suwarni, Anna Apri Andani Apri Andani, Apri Arta Santrina Manalu Ayu Paramitha Kusuma Ayu Paramitha Kusuma, Ayu Paramitha Bambang Sumantri Bambang Sumantri Bambang Sumantri Bambang Sumantri Bembi Akbar Serawai Desi Aryani Desyanti Marbun Desyanti Marbun, Desyanti Devi Retno Sari Dwita Fridinawati Dwita Fridinawati, Dwita Edy Humaidi Eko Sumartono, Eko Ella Anggraini Ellys Yuliarti, Ellys Elsi Women, Elsi Evi Tinurbaya L Evi Tinurbaya L, Evi Fera Yuniarti, Fera Fitri, Melani Anisa Gita Mulyasari Hadi Wiyanto Hadi Wiyanto, Hadi Helvera Ivana Helvera Ivana, Helvera Indra Cahyadinata Indra Cahyadinata, Indra Irnad Irnad Irnad Ketut Sukiyono Ketut Sukiyono Ketut Sukiyono Kiasati, Kanaya Zharfa Kikim Aria Sinta Kresmonanda, Aldi M Zulkarnain Yuliarso M. Agus Maryanto, M. Agus M. Nurung, M. M. Zulkarnain Yuliarso M. Zulkarnain Yuliarso M. Zulkarnain Yuliarso, M. Zulkarnain Manalu, Arta Santrina Maria Margareth Simarmata Melli Suryanty Melly Suryanti, Melly Melly Suryanty Melly Suryanty, Melly Mohamad Zulkarnain Yuliarso Musriyadi Nabiu, Musriyadi Nikofien, Mhareuzi Nola Windirah Nopriani, Melly Novanda1, Ridha Rizki Nyayu Neti Arianti Nyayu Neti Arianti Nyayu Neti Arianti Nyayu Neti Arianti, Nyayu Neti Putri Suci Asriani Putri Suci Asriani Putry Anggraini Rahayu, Heni Sulistyawati Purwaning Rahmi Yuristia Reflis Reflis Reflis, Reflis Reswita Reswita Reswita Reswita Reswita, Reswita Ridha Rizki Novanda Ridha Rizki Novanda Ridha Rizki Novanda, M.Si Rusdi Efendi Sara Enggal Winati Septian Derianti Setiowati, Setyowati Setyowati Setiowati Siti Patimah Siti Patimah Sriyoto Sriyoto MS Sriyoto Sriyoto Sriyoto Sriyoto Sriyoto Sriyoto Sriyoto Sriyoto, Sriyoto TIARA WULANDARI Tika Mardiyanti Tumbur Masco H. Siahaan Tumbur Masco H. Siahaan, Tumbur Masco Untari, Dwi Wibowo, Hariz Eko Winda Tisnis Sari Witman Rasyid Witman Rasyid Witman Rasyid, Witman Yogy Kurniawan Yuliarso, M. Zulkarnain Zulkarnain YULIARSO, MOHAMAD ZUKARNAIN Yuristia, Rahmi