The Effect of Entrepreneurial Orientation on Digital Marketing Performance: A Case Study of Small Enterprises in Kendari City, Indonesia

• 발행기관: 한국유통과학회
• 저자명: Abdul HAKIM Rahmat MADJID Endro SUKOTJO Yusuf YUSUF
• 간행물 정보: 『The Journal of Asian Finance, Economics and Business(JAFEB)』Vol. 9 No.3, 295~302쪽, 전체 8쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2022.03.30

영문 초록

This research aims to determine and analyze: (a) the effects of digital marketing activity (DMAc), digital marketing capability (DMC), and Digital marketing asset (DMA), (b) the effects of DMAc, DMC, and DMA on marketing performance (MP), (c). the effects of entrepreneurial orientation (OE) on MP and (d). the mediating role of OA on the effects of DMAc, DMC, and DMA on OE. The research population is all the small enterprise actors in Kendari city applying digital marketing and having a permanent establishment in Kendari City. The analysis tool used is SEM Partial Least Square. Results of the research show that: (a). DMC and DMA have positive and significant effects on OE while DMAc is found to be insignificant on OE, (b). then, DMAc and DMA have positive and significant effects on MP, and DMC is found to be insignificantly increasing MP, (c). OE has positive and significant effects on MP and (d). DMC effects on MP and effects between DMA and MP are mediated by OE, whereas DMA effects on MP are not mediated by OE position. Based on research findings, DMC and DMA are superior at forming research opinions since they have a substantial influence on enhancing collaboration.

목차

1. Introduction

2. Literature Review

3. Research Framework and Hypotheses

4. Research Methods

5. Results and Discussion

6. Conclusion and Recommendations

References

키워드

Digital Marketing Activity Digital Marketing Capability Digital Marketing Asset Marketing Performance Digital Marketing Entrepreneurial Orientation