Article Per Year (5 Year)
p-Index From 2020 - 2025
0.23
P-Index
This Author published in this journals
All Journal Amkop Management Accounting Review (AMAR)
Stivenes, Stivenes
Unknown Affiliation
Humanities Economics, Econometrics & Finance Social Sciences

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
The The Role Of Digital Marketing Capabilities And Service Innovation On Marketing Performance Through Customer Relationship Quality (An Empirical Study of Food and Beverage MSMEs in Pontianak) Huang, Karnitasari; Heng, Lie; Stivenes, Stivenes
Amkop Management Accounting Review (AMAR) Vol. 5 No. 1 (2025): January - June
Publisher : Sekolah Tinggi Ilmu Ekonomi Amkop Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37531/amar.v5i1.2661

Abstract

This study aims to examine the role of digital marketing capabilities and service innovation on marketing performance, with customer relationship quality as a mediating variable, in Micro, Small, and Medium Enterprises (MSMEs) in the food and beverage sector in Pontianak City. A descriptive quantitative method was employed, with data collected through questionnaires distributed to business owners who actively use social media accounts. The data were analyzed using Structural Equation Modeling (SEM) with the AMOS software to assess the relationships among the variables. The results indicate that digital marketing capabilities do not have a significant direct effect on marketing performance. In contrast, service innovation and customer relationship quality have a significant direct influence on marketing performance. As a mediator, customer relationship quality plays a critical role in the relationship between service innovation and marketing performance but does not mediate the relationship between digital marketing capabilities and marketing performance. It is recommended that MSMEs enhance their service innovation and consistently maintain the quality of their customer relationships to achieve the desired marketing performance.
Co-Authors Huang, Karnitasari Lie Heng