International Journal of Economics and Management Research
Vol. 2 No. 2 (2023): August : International Journal of Economics and Management Research

THE ROLE OF DIGITAL MARKETING IN BOOSTING MSME MARKETING PERFORMANCE

Nofrisel Nofrisel (Unknown)
Edhie Budi Setiawan (Unknown)
Dian Artanti Arubusman (Unknown)
Theresye Yoanyta Octora (Unknown)
Amrulloh Ibnu Kholdun (Unknown)

Article Info

Publish Date
30 Aug 2023

Abstract

Finding out how digital marketing affects the marketing effectiveness of micro, small, and medium-sized firms (MSMEs) in East Java, Indonesia, is the aim of this study. Data from 351 SMEs were gathered using the structural equation model (SEM) to evaluate the research hypothesis. According to the study's results, digital marketing considerably improves MSMEs' marketing efficiency. It was also discovered that digital marketing acts as a link between the marketing performance and capabilities of MSMEs. For MSMEs in East Java and other parts of Indonesia, as well as for policymakers and academics interested in promoting the growth and development of the MSME sector, these findings have significant ramifications.

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Journal Info
International Journal of Economics and Management Research
Website

Abbrev

ijemr

Publisher

International Forum of Researchers and Lecturers

Subject

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

Description

International Journal of Economics and Management Research, an electronic international journal, provides a forum for publishing the original research articles, review articles from contributors, and the novel technology news related to management, accounting and economic. This journal encompasses ...