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All Journal Jurnal Ilmiah Merpati (Menara Penelitian Akademika Teknologi Informasi) Jurnal Ilmu Sosial dan Humaniora Jurnal Teknik Informatika (JUTIF) Dinamika
Hasan Aminda Syafrudin
Unknown Affiliation
Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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Journal : Dinamika

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PENINGKATAN KINERJA PEMASARAN MELALUI DIGITAL MARKETING, INOVASI DAN ORIENTASI PASAR Achmad Solechan; Kusumo, Haryo; Shibghatalloh, Ahmad Hafiyyan; Wardhani, Arisanti Ayu; Syafrudin, Hasan Aminda; Arwinda, Sherly
Dinamika: Jurnal Manajemen Sosial Ekonomi Vol. 5 No. 1 (2025): DINAMIKA : Jurnal Manajemen Sosial Ekonomi
Publisher : LPPM Sekolah Tinggi Ilmu Ekonomi - Studi Ekonomi Modern

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.51903/60zzbj41

Abstract

In the digital era, digital marketing has become the main strategy for MSMEs to increase competitiveness. This study analyzes the influence of digital marketing, product innovation, and market orientation on MSME marketing performance. The method used is a literature review of various previous studies to identify the relationship between variables. The results of the study indicate that digital marketing expands market reach and increases promotion effectiveness, but its effectiveness depends on product innovation and marketing strategy. Product innovation increases competitiveness, while market orientation helps understand customer needs. This study highlights the need for integration of these three factors to optimize MSME marketing performance and provide insights for business actors and academics.
Co-Authors Achmad Solechan Alzami, Farrikh Arisanti Ayu Wardhani Chaerul Umam Chaerul Umam Fikri Firdaus Tananto Fikri Firdaus Tananto Filmada Ocky Saputra Kusumo, Haryo L. Budi Handoko Mira Nabila Mira Nabila Musliha, Cici Rama Aria Megantara Sherly Arwinda Arwinda Shibghatalloh, Ahmad Hafiyyan Wellia Shinta Sari