Digital Marketing and Innovation Boost Marketing Performance in Small Food Processing Enterprises
- DOI
- 10.2991/978-2-38476-048-0_11How to use a DOI?
- Keywords
- Digital Marketing Capability; Innovation Capability; Marketing Performance; small enterprise
- Abstract
When consumers rely on online product information, digital marketing becomes increasingly necessary. Businesses must strengthen their digital marketing capabilities. This study seeks to investigate and explain the impact of digital marketing capability and innovation capability on the marketing performance of small businesses. The study was conducted on one hundred modest food processing businesses in the Bantul district of the Yogyakarta Special Region. Purposive sampling is used as the method of sampling. The distribution of questionnaires to acquire data. The data were processed with WarpPLS to identify the relationship between two variables. The results indicate that both digital marketing capability and innovation capability have a substantial impact on marketing performance. The findings of this study highlight the significance of digital marketing and innovation for enhancing marketing performance.
- 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
TY - CONF AU - Humam Santosa Utomo AU - Hendro Widjanarko AU - Susanta AU - Suratna PY - 2023 DA - 2023/04/27 TI - Digital Marketing and Innovation Boost Marketing Performance in Small Food Processing Enterprises BT - Proceedings of the International Conference on Advance Research in Social and Economic Science (ICARSE 2022) PB - Atlantis Press SP - 94 EP - 101 SN - 2352-5398 UR - https://doi.org/10.2991/978-2-38476-048-0_11 DO - 10.2991/978-2-38476-048-0_11 ID - Utomo2023 ER -