Proceedings of the 3rd Borobudur International Symposium on Humanities and Social Science 2021 (BIS-HSS 2021)

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The Role of Digital Marketing Agility and Marketing Innovation as an Efforts to Increase Business Performance Wood Processing Industry

Authors
Sisno Riyoko1, *
1Department Industrial Engineering, Universitas Islam Nahdlatul Ulama, Jepara, Indonesia
*Corresponding author. Email: sisno@unisnu.ac.id
Corresponding Author
Sisno Riyoko
Available Online 29 December 2022.
DOI
10.2991/978-2-494069-49-7_146How to use a DOI?
Keywords
Digital Marketing Agility; Marketing Innovation; Wood Processing Industry
Abstract

Marketing innovation is often recognized as one of the most essential sources of long-term competitive advantage in an ever-changing environment, since it leads to better marketing tactics that help businesses survive and expand quicker. This research seeks proof of a link between three categories that are often examined separately: marketing innovation, digital marketing agility, which is seen as a highly competitive element for firms, and business success as the overall organization’s emphasis. With a cross-sectional temporal view, a survey-based quantitative technique was used. This research use factor analysis and structural equation modelling approaches with maximum likelihood estimation to examine the quality of the size fit to the structural model using SPSS 21 and PLS software to produce similar findings. A survey of 150 wood processing industry managers in Central Java was used to obtain data. According to the findings’, marketing innovation has a substantial and positive influence on corporate performance for 5,920 people, a significant and positive impact on digital marketing agility for 10,213 people, and a significant and good impact on relational digital marketing agility. 9,719 To far, there has been evidence that the link between marketing innovation and digital marketing agility has a positive and substantial influence on corporate success.

Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 3rd Borobudur International Symposium on Humanities and Social Science 2021 (BIS-HSS 2021)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
29 December 2022
ISBN
10.2991/978-2-494069-49-7_146
ISSN
2352-5398
DOI
10.2991/978-2-494069-49-7_146How to use a DOI?
Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Sisno Riyoko
PY  - 2022
DA  - 2022/12/29
TI  - The Role of Digital Marketing Agility and Marketing Innovation as an Efforts to Increase Business Performance Wood Processing Industry
BT  - Proceedings of the 3rd Borobudur International Symposium on Humanities and Social Science 2021 (BIS-HSS 2021)
PB  - Atlantis Press
SP  - 864
EP  - 868
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-494069-49-7_146
DO  - 10.2991/978-2-494069-49-7_146
ID  - Riyoko2022
ER  -