DIGITAL MARKETING COLLABORATION IN IMPROVING MSME PERFORMANCE
Abstrak
One of the most important factors that can improve the performance of MSMEs is collaboration, especially digital marketing. The purpose of this study is to find out and explain digital marketing collaboration in improving the performance of MSMEs in Sukabumi Regency. This research data is MSME players in Sukabumi Regency with the population of this study being food MSMEs in Sukabumi Regency, with a total of 95,051 business actors obtained from West Java. This study's methodology is descriptive and quantitative in nature. Using a web.raosoft.com sample size and a 10% error rate, a sample of 100 respondents was obtained for this study's sampling technique. Respondents were given questionnaires in the form of questions as part of the data collection approach used in this study. This study's analysis technique was simple linear regression analysis. The study's findings demonstrated that, with a 69.8% influence from digital marketing and a 30.2% influence from other factors, MSMEs' sustainability is positively and significantly impacted by this strategy.Referensi
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Wahyudin, N., Herlissha, N., & Aldiesi, D. R. (2022). The Utilization of E-Commerce and QRIS as Digital Payment Tools to Improve Sales Performance through Competitive Advantage in MSME. Journal of Consumer Sciences, 7(2), 134-147.
Wang, F. (2020). Digital marketing capabilities in international firms: a relational perspective. International Marketing Review, 37(3), 559-577.
Zhang, R. (2018). Product market competition, competitive strategy, and analyst coverage. Review of Quantitative Finance and Accounting, 50(1), 239–260. https://doi.org/10.1007/s11156-017-0629-x
Aziz, M. N. L., Nurhayati, P., Yudha, A., & Annisa, N. N. (2022). E-marketing usage as an increase in competitive advantage through product innovation and marketing performance (Survey On MSMEs In Central Java). Journal of Business and Management Review, 3(5), 400-414.
Budiman, A. (2023). Analysis of The Effect of Collaboration and Product Innovation on Business Performance Through Information Technology on Msmes In DKI Jakarta. PalArch's Journal of Archaeology of Egypt/Egyptology, 20(2), 2409-2416.
Chinakidzwa, M., & Phiri, M. (2020). Exploring digital marketing resources, capabilities and market performance of small to medium agro-processors. A conceptual model. Journal of Business and Retail Management Research, 14(2).
Daud, I., Nurjannahe, D., Mohyi, A., Ambarwati, T., Cahyono, Y., Haryoko, A. E., ... & Jihadi, M. (2022). The effect of digital marketing, digital finance and digital payment on finance performance of indonesian smes. International Journal of Data and Network Science, 6, 37-44.
Djakasaputra, A., Wijaya, O., Utama, A., Yohana, C., Romadhoni, B., & Fahlevi, M. (2021). Empirical study of Indonesian SMEs sales performance in digital era: The role of quality service and digital marketing. International Journal of Data and Network Science, 5(3), 303-310.
Lamberton, C., & Stephen, A. T. (2016). A thematic exploration of digital, social media, and mobile marketing: Research evolution from 2000 to 2015 and an agenda for future inquiry. Journal of Marketing, 80(6), 146–172. https://doi.org/10.1509/jm.15.0415
Lim, W. M., & Rasul, T. (2022). Customer engagement and social media: Revisiting the past to inform the future. Journal of Business Research, 148, 325–342. https://doi.org/10.1016/j.jbusres.2022.04.068
Muniroh, L., Diposumarto, N. S., & Muharam, H. (2023). The influence of digital marketing on competitive advantage, as well as its implications for marketing performance in Bag Msmes in Bogor. Technium Soc. Sci. J., 51, 236.
Nadliroh, I. D., & Sudarmiatin, S. (2024). The Relationship Between Digital Innovation, Digital Marketing, and MSME Performance: The Mediation Role of Processed Fish Environmentally Friendly Supply Chain Management. International Journal of Business, Law, and Education, 5(1), 1231-1240.
Purba, M., Simanjutak, D., Malau, Y., Sholihat, W., & Ahmadi, E. (2021). The effect of digital marketing and e-commerce on financial performance and business sustaina-bility of MSMEs during COVID-19 pandemic in Indonesia. International Journal of Data and Network Science, 5(3), 275-282.
Raharja, R. M., Irawan, M. A. Y., Fitri, A., Aisyah, A., & Khairunnisah, N. A. (2024). Innovative Marketing Strategies in Human Resource Management: Improving Organizational and Marketing Performance in the Digital Era. JIHAD: Jurnal Ilmu Hukum dan Administrasi, 6(1).
Sangadji, M., Parera, J. M., & Layn, Y. Y. (2022). The Digital Economy Booster the Growth of Micro, Small and Medium Enterprises in Ambon City. Enrichment: Journal of Management, 12(3), 2365-2375.
Sanusi, Z. M., & Roostika, R. (2023). Digital Skills, Digital Entrepreneurship, Job Satisfaction, and Sustainable Performance of MSMEs: A Survey on MSMEs in Indonesia. International Journal of Sustainable Development & Planning, 18(2).
Sopanah, A., Rusyad, Z., & Zulkarnain, Z. (2023). Optimizing small business management through collaborative training and education in business applications. TGO Journal of Community Development, 1(2), 45-50.
Sugiharto, B. H. (2024). The Role of E-commerce for MSMEs as a Digital Marketing Strategy in Facing Industrial Revolution 4.0. Management Studies and Business Journal (PRODUCTIVITY), 1(1), 99-107.
Sugiharto, B. H. (2024). The Role of E-commerce for MSMEs as a Digital Marketing Strategy in Facing Industrial Revolution 4.0. Management Studies and Business Journal (PRODUCTIVITY), 1(1), 99-107.
Sultoni, M., Sudarmiatin, S., Hermawan, A., & Sopiah, S. (2022). Digital marketing, digital orientation, marketing capability, and information technology capability on marketing performance of Indonesian SMEs. International Journal of Data and Network Science, 6(4), 1381-1388.
Susanti, E., Mulyanti, R. Y., & Wati, L. N. (2023). MSMEs performance and competitive advantage: Evidence from women’s MSMEs in Indonesia. Cogent Business & Management, 10(2), 2239423.
Telukdarie, A., Dube, T., Matjuta, P., & Philbin, S. (2022). The opportunities and challenges of digitalization for SME’s. Procedia Computer Science, 217, 689–698. https://doi.org/10.1016/j.procs.2022.12.265
Turkyilmaz, A., Dikhanbayeva, D., Suleiman, Z., Shaikholla, S., & Shehab, E. (2020). Industry 4.0: Challenges and opportunities for Kazakhstan SMEs. Procedia CIRP, 96, 213–218. https://doi.org/10.1016/j.procir.2021.01.077
Wahyudin, N., Herlissha, N., & Aldiesi, D. R. (2022). The Utilization of E-Commerce and QRIS as Digital Payment Tools to Improve Sales Performance through Competitive Advantage in MSME. Journal of Consumer Sciences, 7(2), 134-147.
Wang, F. (2020). Digital marketing capabilities in international firms: a relational perspective. International Marketing Review, 37(3), 559-577.
Zhang, R. (2018). Product market competition, competitive strategy, and analyst coverage. Review of Quantitative Finance and Accounting, 50(1), 239–260. https://doi.org/10.1007/s11156-017-0629-x
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