Overview

Original Research

THE INFLUENCE OF DIGITAL MARKETING DIMENSIONS ON ENTREPRENEURIAL ORIENTATION AND MARKETING PERFORMANCE

ABDUL HAKIM 1, RAHMAT MADJID 2, ENDRO SUKOTJO 3, YUSUF 4.

Vol 17, No 06 ( 2022 )   |  DOI: 10.5281/zenodo.6641789   |   Author Affiliation: Doctoral Program in Management Science, Halu Oleo University, Kendari, Indonesia 1; Halu Oleo University, Kendari, Indonesia 2,3,4.   |   Licensing: CC 4.0   |   Pg no: 367-377   |   To cite: ABDUL HAKIM, et al., (2022). THE INFLUENCE OF DIGITAL MARKETING DIMENSIONS ON ENTREPRENEURIAL ORIENTATION AND MARKETING PERFORMANCE. 17(06), 367–377. https://doi.org/10.5281/zenodo.6641789   |   Published on: 13-06-2022

Abstract

This research aims to determine and analyze: (a) the effects of DMAc, DMC and DMA on OE, (b) the effects of DMAc, DMC and DMA on MP, (c). the effects of OE on MP and (d). the mediating role of OA on the effects of DMAc, DMC and DMA on OE. Research population is all of the small enterprise actors in Kendari city applying digital marketing and having permanent establishment in Kendari city. The analysis tool used is SEM Partial Least Square (PLS). Results of the research show that: (a). DMC and DMA have positive and significant effects on OE while DMAc is found to be insignificant on OE, (b). then, DMAc and DMA have positive and significant effects on MP and DMC is found to be insignificantly increasing MP, (c). OE has positive and significant effects on MP and (d). OE is a mediating variable on DMC effects on MP and effects between DMA and MP, while on the effects of DMAc on MP, OE position is not a mediating variable. Research findings that DMC and DMA are able to form research concepts better because they have a significant effect on increasing OE while DMAc does not significantly increase OE

Keywords

Digital, Marketing, Dimensions, OE dan MP