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All Journal JURNAL MANAJEMEN INDUSTRI DAN LOGISTIK
Hong, Rita
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Decision Sciences, Operations Research & Management Engineering Industrial & Manufacturing Engineering Transportation

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Role of Digital Marketing and Digital Transformation in the SME’s Financial Performance Toni, Nagian; Goh, Thomas Sumarsan; Nyoto, Nyoto; Hong, Rita
Jurnal Manajemen Industri dan Logistik Vol 8, No 1 (2024): May 2024
Publisher : Politeknik APP Jakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30988/jmil.v8i1.1348

Abstract

The aim of this research is to analyze the relationship between digital marketing and financial performance, analyze the relationship between digital transformation and financial performance and analyze the relationship between digital transformation and digital marketing. This research method is quantitative through surveys, the research population is SMEs owners in Indonesia. The results of data analysis show that digital marketing has a positive and significant relationship to financial performance, digital transformation has a positive and significant relationship to financial performance, digital transformation has a positive and significant relationship to digital marketing. The results of the mediation effect test on the influence of digital marketing on financial performance through digital transformation mediation can be concluded that digital transformation is full mediation on the influence of digital marketing on financial performance.
Role of Digital Marketing and Digital Transformation in the SME's Financial Performance Toni, Nagian; Goh, Thomas Sumarsan; Nyoto, Nyoto; Hong, Rita
Jurnal Manajemen Industri dan Logistik Vol. 8 No. 1 (2024): May 2024
Publisher : Politeknik APP Jakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30988/jmil.v8i1.1348

Abstract

The aim of this research is to analyze the relationship between digital marketing and financial performance, analyze the relationship between digital transformation and financial performance and analyze the relationship between digital transformation and digital marketing. This research method is quantitative through surveys, the research population is SMEs owners in Indonesia. The results of data analysis show that digital marketing has a positive and significant relationship to financial performance, digital transformation has a positive and significant relationship to financial performance, digital transformation has a positive and significant relationship to digital marketing. The results of the mediation effect test on the influence of digital marketing on financial performance through digital transformation mediation can be concluded that digital transformation is full mediation on the influence of digital marketing on financial performance.
Co-Authors Goh, Thomas Sumarsan Nyoto Nyoto, Nyoto Toni, Nagian