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All Journal Jurnal Multidisipliner Kapalamada
Asfahyadin Aliddin, Laode
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Religion Agriculture, Biological Sciences & Forestry Humanities Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences Other

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PENGARUH DIGITAL MARKETING CAPABILITY DAN CUSTOMER ENGAGEMENT TERHADAP KINERJA PEMASARAN UMKM (STUDI PADA UMKM SEKTOR KULINER DI KOTA KENDARI) Azis Muthalib, Dzulfikri; Azis Muthalib, Abd; Asfahyadin Aliddin, Laode; Masse, Ambo
Jurnal Multidisipliner Kapalamada Vol. 4 No. 04 (2025): JURNAL MULTIDISIPLINER KAPALAMADA
Publisher : Pusat Studi Ekonomi, Publikasi Ilmiah dan Pengembangan SDM

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62668/kapalamada.v4i04.2145

Abstract

This study aims to analyze the effect of digital marketing capability and customer engagement on the marketing performance of culinary MSMEs in Kendari City, both partially and simultaneously. This research employs a quantitative approach with an explanatory research design. Data were collected through a survey using structured questionnaires distributed to owners or managers of culinary MSMEs in Kendari City. The data were analyzed using multiple linear regression analysis. The results indicate that digital marketing capability has a positive and significant effect on marketing performance. Customer engagement also shows a positive and significant influence on marketing performance. Simultaneously, digital marketing capability and customer engagement complement each other and play an important role in enhancing the marketing performance of culinary MSMEs. These findings highlight the importance of integrating digital marketing capabilities with effective customer engagement strategies to improve competitiveness and ensure the sustainability of culinary MSMEs in the digital era.
Co-Authors Azis Muthalib, Abd Masse, Ambo Muthalib, Dzulfikri Azis