Journal Publicuho
Vol 5, No 1 (2022): February - April

SYSTEMATIC LITERATURE REVIEW: HUBUNGAN VARIABEL DIGITAL MARKETING TERHADAP KINERJA PEMASARAN

Vivi Herlina (STIA NUSANTARA SAKTI SUNGAI PENUH)
Syahmardi Yacob (Unknown)

Article Info

Publish Date
15 Feb 2022

Abstract

The advancement of information technology requires a business to utilize it; one of the utilizing of information technology to maximize marketing is using digital marketing. This study aims to answer the research question; what is the role of digital marketing in affecting marketing performance. The method was Systematic Literature Review by searching papers or proceedings published between 2015-2021. The result shows that most data analyzing methods are Structural Equation Modelling and multiple regression. From the papers is known that e-marketing digital marketing capabilities variables affect marketing performance.

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Journal Info
Journal Publicuho
Website

Abbrev

PUBLICUHO

Publisher

Universitas Halu Oleo

Subject

Social Sciences

Description

Journal Publicuho is peer-reviewed Open Access Journal published by Universitas Halu Oleo. This journal dedicated publishing article on research results as a support for all academic community, civil society and practitioners who care with public and governmental issues and aims for the development ...