The Effect of Digital Marketing on Organizational Performance Through Intellectual Capital and Perceived Quality in Micro, Small and Medium Enterprises

Abstract

Digital marketing is one of marketing media taken as an opportunity to expand the marketing area with the help of digital technology for Small, Micro and Medium Enterprises (MSMEs) which have a limited average background in terms of capital. These issues encourage the researchers to conduct the study entitled the effect of digital marketing on organizational performance through intellectual capital and perceived quality in Micro, Small and Medium Enterprises (MSMEs) in East Java. This is explanatory research that uses a survey method by distributing questionnaires through a quantitative approach and using PLS as data analysis. Findings. The results showed that there are weaknesses of MSMEs in Perceived Quality, so it is needed training especifically related to digital marketing which involves intellectual capital and perceived quality to improve organizational performance. MSME as one of the informal sectors that plays a role in supporting the community's economy in order to survive and develop.

Entrepreneurial E-Commerce Marketing to Improve the Performance of Micro, Small, and Medium Enterprises (Msmes) in Bandar Lampung City

“…For example, 3D printing aids in prototyping and precision improvement, while AI and VR enhance the consumer experience by providing innovative and appealing designs (Wijoyo et al, 2021;Firdaus et al, 2023). Previous research (Islami et al, 2020) indicates that perceived quality significantly impacts the performance of SMEs in East Java. Therefore, the hypothesis is as follows: H4: Perceived quality has a positive and significant impact on the performance of MSMEs…”

“…The market can be interpreted as the arena or place where interactions and transactions occur between sellers and buyers, where each party strives to meet each other's needs and expectations (Sawlani, 2021). This research is adopted from the study by Islami et al, (2020). However, it is developed by adding training indicators adopted from Nurhidayad and Purba (2019) as a novelty in the digital marketing variable that has https://ojs.transpublika.com/index.php/MARGINAL/ E-ISSN: 2809-8013 | P-ISSN: 2809-9222 543 not been explored by Islami et al, (2020).…”

Digital Marketing, Cybercrime, and Islamic Business Ethics a Case Study in Indonesia

“…The presence of technological product innovations, including the results of internet technology engineering, such as Websites, Email, WhattsApp, Twitter, Instragram and so on on social media (Bismo & Putra, 2019;Muharam & Asutav, 2022) really help facilitate marketing activities business let alone internet users in Indonesia have reached more than 177 million in 2020 (73.3%) of the total population (Abdullah & Puspitasari, 2018;Gunawan et al, 2021;Islami et al, 2020) so those who only make profits simply ignore halal-haram, it is less ethical. It is true that digital technology can bring opportunities as well as challenges and obstacles (Fitrial & Indrawati, 2021;Behera et al, 2022) especially after the Covid-19 Pandemic two years ago (Elverina et al, 2021), where onlineization (online) has become a new culture that is traditional both formally, institutionally and non-formally so that it can massively influence business actors, the environment and society (Al-Azzam & Al-Mizeed, 2021) and this is certainly a reality that cannot be avoided.…”

Covid-19 and consumers' online purchase intention among an older-aged group of Kosovo

“…Digital marketing positively affects sales performance and provides access to foreign markets (Rafiq and Javeid, 2018;Islami et al, 2020;Jamil et al, 2020;Nuseira and Aljumahb, 2020). Social media as a digital marketing tool has a positive impact on purchase intention (Balakrishnan et al, 2014;Laksamana, 2018;Lim et al, 2017;Manzoor et al, 2020;Oghazi et al, 2021), brand loyalty and awareness (Huang et al, 2018;Nisar and Whitehead, 2016;Pentina et al, 2013;Zeqiri et al, 2020).…”

“…Digital marketing positively affects sales performance and provides access to foreign markets (Rafiq and Javeid, 2018; Islami et al. , 2020; Jamil et al.…”