Digital Marketing in Building Market Competitiveness in Mexico: A Framework of Research for SMEs

Moctezuma, Natasha Patricia Bojorges

doi:10.1007/978-3-319-45596-9_68

Cited by 3 publications

(6 citation statements)

References 26 publications

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“…The results of this study explain that by utilizing digital marketing the micro business of culinary meatball are able to increase the competitiveness of their businesses. Natasha Patricia Bojorges (2017); Moctezuma (2017) argue that digital marketing is able to build market competitiveness. In his research results Virgo Moctezuma (2017) explains that digital marketing has a positive and significant effect on the competitiveness of SMEs.…”

Section: Discussionmentioning

confidence: 99%

“…Piñeiro-Otero, T.; Martínez-Rolán, X (2016) explain that digital marketing helps negotiation process, reaches a wider range of services and reduces promotional investment costs. In his research results Moctezuma (2017) states that digital marketing strategies can increase entrepreneurs' competitiveness and success as well as a means for the empowering of SMEs to survive and achieve prestige (Moctezuma, 2017). Bermeo-Giraldo, M.C .…”

Section: Digital Marketingmentioning

confidence: 99%

“…In an effort to achieve increased business performance, SME entrepreneurs also pay attention to service quality which influences competitiveness. Natasha Patricia Bojorges (2017) explains that digital marketing can build market competition. On the other hand, SMEs also pay attention to service quality provided to customers.…”

Section: Introductionmentioning

confidence: 99%

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2023

BJMS

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The research aimed to analyze effects of digital marketing and service quality towards business performance with competitiveness as a mediating variable. The research sample involved 114 people of meatball-culinary micro entrepreneurs in Malang City, East Java Province, Indonesia. The sampling technique applied purposive sampling. Research data analysis was done with some steps including frequency distribution, validity and reliability tests, path analysis method with SPSS software and for mediation test with sobel test. The research results showed: first, that digital marketing had significant effect on business performance with the mediation of competitiveness and the partial mediation model. Second, service quality had a significant effect on business performance with the mediation of competitiveness and the full mediation model. Results of the Sobel test proved that competitiveness was the right mediating variable for digital marketing and service quality influenced business performance. The research results practically contributed ideas to meatball-culinary micro-entrepreneurs in implementing digital marketing, service quality, competitiveness and business performance.

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Section: Discussionmentioning

confidence: 99%

Section: Digital Marketingmentioning

confidence: 99%

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2023

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“…Kehadiran platform food delivery service sebagai salah satu bagian dari trend digital marketing akan bisa dimanfaatkan oleh UKM jika disertai penyesuaian keterampilan, ketersediaan sarana prasana pendukung. UKM perlu meningkatkan kepedulian dan adaptasi penerapannya guna meraih daya saing dan kesuksesan dalam dinamika pasar (Moctezuma:2017).…”

Section: Pendahuluanunclassified

“…Penyesuaian 25 UKM selaku merchant diantaranya adalah akses kemitraan platform online, akses internet dan interaksi online dengan mitra Grabfood. Hal ini dilakukan oleh Mitra UKM, sejalan dengan hasil penelitian yang menyatakan perlunya peningkatan kepedulian dan adaptasi penerapan teknologi yang sesuai guna meraih daya saing dan kesuksesan dalam dinamika pasar (Moctezuma:2017).…”

Section: Dukungan Aspek Physical Evidenceunclassified

Peranan Platform Food Delivery Service dalam Mendukung Marketing Mix UKM di Masa New Normal

Taufik¹,

Masjono

Kurniawan

et al. 2020

J. pengemb. n.a.

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Platform food delivery service merupakan salah satu bentuk digital marketing yang diterapkan oleh sebagian UKM bisnis kuliner. Penelitian ini menguraikan peranan platform food delivery service dalam mendukung 8 aspek stimulus perusahaan (marketing mix) bisnis kuliner UKM di masa new normal. Metode yang digunakan melalui pendekatan kualitatif deskriptif. Data yang digunakan bersumber dari data sekunder hasil observasi lapangan dan dokumentasi. Objek penelitian terdiri dari vendor Grabfood dalam menampilkan layanan terhadap 25 merchant UKM bisnis kuliner yang telah mengadopsi kemitraan food delivery service Grabfood di masa new normal.

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Digital marketing as a determinant variable for improving the business performance

Hadiyati,

Mulyono,

Gunadi

2024

Innovative Marketing

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This study analyzes the complex relationships between digital marketing, Customer Relationship Management (CRM), сompetitiveness, and business performance in the creative industry Small and Medium Enterprises (SMEs), focusing on craft-leading products in urban areas of East Java province. According to the sample size, the number of survey respondents was 172. There were 86 male entrepreneurs (50%) and 86 female entrepreneurs (50%). Primary data were collected by distributing the questionnaires according to the number of respondents to SME entrepreneurs who are managers or company owners with competence in the business field and more than five years of business experience. The analysis used Partial Least Squares Structural Equation Modeling (PLS-SEM). The results emphasize that digital marketing affects business performance through CRM by 0.126 with p-value of 0.006, and competitiveness by 0.260 with p-value of 0.000. It can be explained that digital media can identify, recruit, and turn potential customers into loyal customers. Higher demands from customers for online services are becoming increasingly crucial for digital marketing and business activities. The essence of the results of this study is that the more effective digital marketing is, the more influential the company’s CRM is to improve the company’s business performance, including profit growth, sales growth, and employment growth. The critical role of digital strategy, CRM, and competitiveness on business performance can overcome the challenges posed by the pandemic and drive success in creative industry SMEs of superior products in East Java, highlighted in this study. AcknowledgmentThe author would like to thank the Ministry of Education, Culture, Research and Technology. Directorate General of Higher Education, Research and Technology of The Republic of Indonesia, which has supported the research implementation and permitted publication of this article.

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Digital Marketing in Building Market Competitiveness in Mexico: A Framework of Research for SMEs

Cited by 3 publications

References 26 publications

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Peranan Platform Food Delivery Service dalam Mendukung Marketing Mix UKM di Masa New Normal

Digital marketing as a determinant variable for improving the business performance

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