The Impact of Digital Marketing on Business Performance is Mediated by Quality Service Factors among Micro, Small, and Medium Enterprises (Msmes) in the New Normal Era
Keywords:
Digital marketing, business performance, digital platform, service quality, MSMEsAbstract
The purpose of this study is to analyze the impact of digital marketing on the performance of MSMEs by considering the service quality factor as a moderating variable. This research is a quantitative research with a survey method, where the primary data used is obtained through the distribution of online questionnaires. All items are variable on a 5-point scale to determine the relationship between those proposed in the framework. The sample for the study was the MSME sector and was selected randomly. The results of this study indicate that digital marketing has a positive and significant effect on business performance, digital marketing has a significant positive effect on service quality, quality has a significant positive effect on business performance, and digital marketing mediated by service quality has a significant positive effect on business performance. This study concludes that MSME actors must continue to improve services to consumers, while still utilizing digital platforms to market products. This can be done as a marketing effort to approach customers effectively and efficiently in maintaining business existence in a highly competitive environment.
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