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All Journal PRIVE: Jurnal Riset Akuntansi dan Keuangan CMES (Center of Middle Eastern Studies) Budapest International Research and Critics Institute-Journal (BIRCI-Journal): Humanities and Social Sciences International Journal of Business, Economics, and Social Development Jurnal Ekonomika Dan Bisnis Jurnal PkM MIFTEK Innovative: Journal Of Social Science Research Mashadiruna: Jurnal Ilmu Al-Qur’an dan Tafsir Jurnal Pengabdian Masyarakat, Ilmu, dan Aksi
Gun Gun Gunawan, Gun Gun
Sekolah Tinggi Teknologi Garut
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Determining Factors in the Use of Digital Marketing and Its Effect on Marketing Performance in the Creative Industries in Tasikmalaya Gunawan, Gun Gun; Sulaeman, Maman
Budapest International Research and Critics Institute (BIRCI-Journal): Humanities and Social Sciences Vol 3, No 3 (2020): Budapest International Research and Critics Institute August
Publisher : Budapest International Research and Critics University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33258/birci.v3i3.1239

Abstract

The economic development of creative industries is an important aspect as a potentially good force for the national economy for the future. However, the creative industry in Tasikmalaya lacks product innovation, still maintaining the authenticity of its products by 67%, products that are easily replicated by 83%. Utilization of digital marketing concepts provides hope for MSMEs to develop into economic power centers. This research aims to analyze the determining factors of digital marketing usage and its influence on digital marketing in the creative industries in Tasikmalaya. This research is categorized as explanatory research which is a study that aims to explain the causal relationship between variables through hypothesis testing. The Inference Statitic method used in the analysis of this research data is the path of analysis. The results showed knowledge of ICT (Information and Communication Technology) adoption had a significant effect on digital marketing. Innovation has a significant impact on digital marketing. Digital marketing is influenced by the knowledge of ICT adoption and Innovation. Knowledge of ICT adoption and innovation affects digital marketing through digital marketing.
Co-Authors Abdurohman, Mohammad Ariyana, Resha Aryani, Wiwik Dyah Debara, Rangga Puja Fadilah, Rida Nur Firmansyah, Ara Fitriyani, Nofi Hakim, Tiyan Rahmanul Hidayatullah, Luthfi IFAH KHADIJAH, IFAH Jamaludin . Kusnandar, Hasan Fahmi Meilani Purwanti Muhammad Syauqi Mubarok, Muhammad Syauqi Nainggolan, Charles Frisheldy Novie Indrawati Sagita Nur, Maulida Pramesti, Hemas Rahmana, Ari Ihsan RIKI RIKI, RIKI Riyani, Irma Rizki, Syahrul Sari, Nefi Yulianti Indah Setiani, Olimvia Suhaelah, Siti Sulaeman, Maman Sunarya, Agi Ferdiansyah Usmanti, Yanti Utama, Deni Tri Wardhani, Zamilla Putri Yuli Rohmiyati Yusuf, Mochamad Ghiffari