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All Journal Indonesian Journal of Tropical and Infectious Disease JURNAL MANAJEMEN EDUVELOP (Journal of English Education and Development) Journal of Languages and Language Teaching SEIKO : Journal of Management & Business JURNAL PENDIDIKAN TAMBUSAI JURKAM: Jurnal Konseling Andi Matappa SALTeL Journal (Southeast Asia Language Teaching and Learning) SULTANIST: Jurnal Manajemen dan Keuangan Jurnal 'Aisyiyah Medika Ethical Lingua: Journal of Language Teaching and Literature JTAM ROTARY Jurnal Pengabdian Kepada Masyarakat Ungu ( Abdi Ke Ungu) Quantitative Economics and Management Studies JOLLT Journal of Languages and Language Teaching JOURNAL OF COMMUNITY ENGAGEMENT AND EMPOWERMENT Connection : Jurnal Pengabdian Kepada Masyarakat East Asian Journal of Multidisciplinary Research (EAJMR) Jurnal Ilmiah Pendidikan Dasar (JIPDAS) Journal of Management, Accounting, General Finance and International Economic Issues (MARGINAL) Indonesian Journal of Applied Accounting and Finance Mitra Abdimas: Jurnal Pengabdian kepada Masyarakat Health & Medical Sciences Jurnal Pendidikan, Kesehatan dan Olahraga Jurnal Riset Sains dan Kesehatan Indonesia Jurnal Pengabdian Kepada Masyarakat Jurnal Pharma Bhakta Journal of Research in Mathematics, Science, and Technology Education Bersama: Jurnal Pengabdian Kepada Masyarakat
Lia Agustina, Lia
Jurusan Pendidikan Biologi, FKIP, Universitas Sultan Ageng Tirtayasa
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Journal : Quantitative Economics and Management Studies

 1 
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 Surono Akmal Akmal Alfanma, Hardani Alfionita, Sherly Amaranggana, Amalia Putri Amiruddin Amiruddin ANGGRAINI, RENI Armiya Arroyyan, Muhammad Ahza Asmayuni, Rika Aulia Rahma Annisa Azzahra, Rika Afifah Baehaqi Candra, Sofita Chuyen, Nguyen Thi Hong Daharnis Daharnis Damaryanti, Rita Damayanti, Nita Dedi Sanjaya Desvia, Cindy Dewi, Ayu Mila Dharmawan Iqbal Akbar Dja'far, Veri Hardinansyah Dyah Aryantini, Dyah Endang Sriningsih Erawati, Erawati Fathimatus Zahro Fazda Oktavia Fauza, Muflihatul Fauzi Sabban, Indra Fery Pujiono, Fery Fitria Nur Hamidah, Fitria Nur Futuh Handoyo Handayani, Sri Hariko, Rezki Hipson, Meita Indah Susilowati Indra Fauzi Sabban Indrayati Inrawan, Ady Irsyad, Mohamad Istiyah, Istiyah Iwan Kresna Setiadi JUBAEDAH JUBAEDAH, JUBAEDAH Juni Ekowati Khairun Nisa Khairunnisa, Fadhila Komalasari Komalasari Kusnawati, Anik Laaribi, Manal Lestari , Tri Puji Mariki, I Wayan Wawan Monika Handayani, Monika Muh. Shofi Narutomo, Priaji Oka Natasya, Aqida Sella Nawaidah, Yasmin Sobikhoh Ninis Yuliati, Ninis Nurabiah, Nurabiah Pasaribu, Jupita Sari Prasetyo Hadi Purnawi, Ratih R, Setiawan R. Setiawan Rahmi, Fadia Ratna Frenty Nurkhalim Ratna Sari Rehan, Rehan Reyhan, Maulana Arfidata Ro'isatin, Umi Anis Rohani Rohani Safnedi, Sefnedi Sari, Rahmi Hamda Sariwati, Atmira Selviana, Vuvut Setiawan, M Rizky Thessar Siregar, Liper Siti Ning Farida Soehartono , David R. Soehartono, David Raditya Suhaida, Suhaida Sumardi Efendi Susanto, I Made Tarigan, Parman Tiyas, Widya Tri Ana Mulyati, Tri Ana Wahyuni, Ismiy Wardani, Siska Widianti, Riska Widianti Wijaya, Rian Putra Wulandari, Sherli Yufrizal Yufrizal, Yufrizal Yusmanijar, Yusmanijar Zaitul Zaitul Zamhari, Ahmad