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All Journal Budapest International Research and Critics Institute-Journal (BIRCI-Journal): Humanities and Social Sciences
S.Manggabarani, Alfatih
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Religion Arts Humanities Economics, Econometrics & Finance Social Sciences

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Digital Transformation in SMEs in West Java Digital Marketing Capability Analysis and Use of Chatbots in CRM S.Manggabarani, Alfatih; Hadi, Prasetyo; Marzuki, Faisal
Budapest International Research and Critics Institute-Journal (BIRCI-Journal) Vol 7, No 4 (2024): Budapest International Research and Critics Institute November
Publisher : Budapest International Research and Critics University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33258/birci.v7i4.7991

Abstract

This research examines the impact of Digital Marketing Capabilities on Marketing Performance, mediated by the use of CRM Chatbots in SMEs in West Java. Utilizing SmartPLS 3.2.9 software for analysis, the study finds that Digital Marketing Capabilities significantly influence Marketing Performance both directly and through CRM Chatbots. These results underscore the importance of robust Digital Marketing Capabilities and CRM Chatbot usage in enhancing the Marketing Performance of SMEs. The findings contribute valuable insights into the factors affecting marketing outcomes and highlight the need for strategic management of Digital Marketing and Media Capabilities to support digital transformation in the market.
Co-Authors Faisal Marzuki Prasetyo Hadi