International Journal of Business and Quality Research
Vol. 2 No. 04 (2024): October - December, International Journal of Business and Quality Research (IJ

The Role of Digital Capability and Social Media Engagement in Mediating Entrepreneurial Marketing on MSME Marketing Performance in Banyumas Regency

Reza Rahmadi Hasibuan (Management Science Doctoral Student, Universitas Jenderal Soedirman, Indonesia, and Universitas Perwira Purbalingga, Indonesia)
Sudarto Sudarto (Management, Universitas Jenderal Soedirman, Indonesia)

Article Info

Publish Date
01 Dec 2024

Abstract

This research aims to examine the role of digital capability and social media engagement in mediating the relationship between entrepreneurial marketing and MSME marketing performance in Banyumas Regency. This research uses simple random sampling data analysis techniques with a sample size of 298 respondents from MSMEs in Banyumas Regency. The results of this research are that digital capability has no effect on marketing performance, entrepreneurial marketing has an effect on digital capability, digital entrepreneurial marketing has no effect on marketing performance, entrepreneurial marketing has an effect on social media engagement and social media engagement has an effect on marketing performance.

Copyrights © 2024




Citation Download
RIS
EndNote, Reference Manager, ProCite
BibTex
Latex, Jabref
Original Source
Download Original
Google Scholar
Check in Google Scholar
Journal Info
International Journal of Business and Quality Research
Website

Abbrev

IJBQR

Publisher

CV. Cita Utilitas Utama

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

Description

International Journal of Business,and Quality research (IJBQR) is a high quality open access peer reviewed research journal. providing a platform for the researchers, academicians, professional, practitioners and students to impart and share knowledge in the form of high quality empirical and ...