PENINGKATAN KINERJA PEMASARAN MELALUI DIGITAL MARKETING, INOVASI DAN ORIENTASI PASAR

Achmad Solechan
Kusumo, Haryo
Shibghatalloh, Ahmad Hafiyyan
Wardhani, Arisanti Ayu
Syafrudin, Hasan Aminda
Arwinda, Sherly

Dinamika
Vol. 5 No. 1 (2025): DINAMIKA : Jurnal Manajemen Sosial Ekonomi

In the digital era, digital marketing has become the main strategy for MSMEs to increase competitiveness. This study analyzes the influence of digital marketing, product innovation, and market orientation on MSME marketing performance. The method used is a literature review of various previous studies to identify the relationship between variables. The results of the study indicate that digital marketing expands market reach and increases promotion effectiveness, but its effectiveness depends on product innovation and marketing strategy. Product innovation increases competitiveness, while market orientation helps understand customer needs. This study highlights the need for integration of these three factors to optimize MSME marketing performance and provide insights for business actors and academics.