Pelaku bisnis saat ini banyak yang sudah menggunakan teknologi internet untuk memasuki pasar dunia maya. Pelaku bisnis menjalankan berbagai usaha secara elektronik. Pemanfaatan teknologi dalam kegiatan bisnis memerlukan sumberdaya manusia yang memiliki kinerja unggul. Keberhasilan usaha salah satunya tergambar dari capaikan kinerja pemasaran. Penelitian ini mengulas variabel promosi media sosial dan literasi digital dengan akses fasilitas digital sebagai moderasi terhadap kinerja Pemasaran. Metode penelitian ini merupakan penelitian kualitatif, data bersumber dari 40 responden dengan metode pengumpulan data menggunakan kuesioner. Metode untuk analisis datanya menggunakan model struktural yang diolah dengan smartPLS 3.0. Hasilnya promosi media sosial berpengaruh terhadap kinerja pemasaran, literasi digital berpengaruh terhadap kinerja pemasaran, akses fasilitas digital tidak mampu memoderasi promosi media sosial dan literasi digital terhadap kinerja pemasaran. Many business people today are already using internet technology to enter the virtual world market. Business people run various businesses electronically. The use of technology in business activities requires human resources who have superior performance. One of the successes of the business is illustrated by achieving marketing performance. This study reviews the variables of social media promotion and digital literacy with access to digital facilities as a moderation of Marketing performance. This research method is a qualitative research, data sourced from 40 respondents with a data collection method using a questionnaire. The method for its data analysis uses a structural model processed with smartPLS 3.0. As a result, social media promotion affects marketing performance, digital literacy affects marketing performance, access to digital facilities is unable to moderate social media promotion and digital literacy on marketing performance.
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