MENINGKATKAN KINERJA PEMASARAN MELALUI DIGITAL CONTENT MARKETING DAN TRANSFORMASI DIGITAL PADA UMKM MAKANAN DI BANYUMAS
Abstract
yang digunakan pada penelitian ini sebanyak 78 responden dengan teknik pengambilan sampel menggunkan purposive sampling. Berdasarkan hasil penelitian yang dilakukan dengan menggunakan analisis regresi linier berganda menunjukkan bahwa kinerja pemasaran dapat ditingkatkan oleh variabel transformasi digital dan variabel digital
marketing capability dan digital transformation merupakan variabel yang memiliki pengaruh paling besar terhadap kinerja pemasaran. Hal ini bearti bahwa semakin meningkatnya kemampuan UMKM dalam transformasi digital maka akan meningkatkan kinerjanya, disisi lain kinerja pemasaran UMKM juga dapat ditingkatkan oleh factor lain yaitu digital marketing capability. Kemampuan UMKM dalam trasnformasi digital dapat meningkatkan produktivitas, meningkatkan kemampuan berinovasi, meningkatkan jumlah konsumen baru, serta dapat menghadapi persaingan pada era digital ini. Implikasi teoritis atau the body of knoweledge yang dapat dibangun dari penelitian ini adalah dapat
membuktikan bahwa dalam konteks UMKM terdapat dua factor yang dapat meningkatkan kinerja pemasaranya yaitu Transformasi Digital dan Digital Marketing Capability.
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DOI: https://doi.org/10.32424/jeba.v24i4.3480
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