The Impact of Digital Marketing and Entrepreneurial Capabilities on Marketing Performance
##plugins.themes.bootstrap3.article.main##
Abstract
The objective of this study is to assess the impact of digital marketing and entrepreneurial competence on the marketing performance of micro, small, and medium enterprises (MSMEs) in the Sumbawa district. An investigation was carried out involving 180 owners of Micro, Small, and Medium Enterprises (MSMEs), and the collected data was evaluated using Structural Equation Modeling-Partial Least Square (SEM-PLS). The research findings indicate that both digital marketing competency and entrepreneurial competency have a notable and beneficial impact on marketing performance. Additionally, it is observed that digital marketing competency specifically has a favorable and considerable influence on marketing performance. According to the findings of this study, it is crucial for MSMEs in Sumbawa Regency to give priority to enhancing their digital marketing and entrepreneurial abilities in order to enhance their marketing effectiveness. This research has significant ramifications for owners of micro, small, and medium enterprises (MSMEs), policymakers, and researchers, highlighting the necessity for additional investigation into this subject matter.
##plugins.themes.bootstrap3.article.details##

This work is licensed under a Creative Commons Attribution 4.0 International License.
An objective of the KBI is to promote the wide dissemination of the results of systematic scholarly inquiries into the broad field of business research. Permission is hereby granted to reproduce any of the contents of the journal for use in courses of instruction, as long as the source and “Kajian Bisnis Indonesia copyright” are indicated in any such reproductions. Written application must be made to the Managing Editor for permission to reproduce any of the contents of the journal for use in other than course of instruction—e.g., inclusion in books of readings or in any other publications intended for general distribution. In consideration for the grant of permission by the journal in such instances, the applicant must notify the author(s) in writing of the intended use to be made of each reproduction. Normally, the journal will not access a charge for the waiver of copyright. Except where otherwise noted in articles, the copyright of articles in the journal has been transferred to the KBI. Where the author(s) has (have) not transferred the copyright to the KBI, the applicant must seek a permission to reproduce (for all-purpose) directly from the author(s).
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.