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All Journal Aptisi Transactions on Management
Jones, Jack
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Computer Science & IT Decision Sciences, Operations Research & Management

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Digital Marketing Strategy in Enhancing Brand Awareness and Profitability of E-Commerce Companies Van Der Merwe, John; Jones, Jack; Eloise Rose, Dhiyah
APTISI Transactions on Management (ATM) Vol 8 No 2 (2024): ATM (APTISI Transactions on Management: May)
Publisher : Pandawan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33050/atm.v8i2.2277

Abstract

Digital marketing has become a critical aspect in the marketing strategy of e- commerce companies in the current digital era. This research aims to investigate the impact of digital marketing on brand awareness and profitability of e- commerce companies. A quantitative research approach was employed by collecting data from 100 respondents consisting of marketing managers and executives of e-commerce companies. Data analysis was conducted using the Partial Least Squares Structural Equation Modeling (PLS-SEM) method with the assistance of SmartPLS software. The findings suggest that effective digital marketing strategies can enhance brand awareness and profitability. Consequently, managers can allocate resources more wisely and achieve competitive advantage. In the context of increasingly intense market competition, this understanding is crucial. This research contributes to the literature on digital marketing within the realm of e-commerce.
Co-Authors Eloise Rose, Dhiyah Van Der Merwe, John