The Effect of Digital Marketing on Marketing Performance with Competitiveness as a Mediating Variable in Food Industry SMEs
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This study aims to analyze the influence of digital marketing on marketing performance with competitiveness as a mediating variable in food industry SMEs. The research population amounted to 117 food industry SMEs, with a sample of 100 respondents determined through purposive sampling techniques. Data were collected using a five-point Likert scale questionnaire and analyzed using the Structural Equation Modeling–Partial Least Squares (SEM-PLS) method. The results of the study show that digital marketing has a negative and significant effect on marketing performance, but it has a positive and significant effect on competitiveness. Furthermore, competitiveness has a positive and significant effect on marketing performance, but is unable to mediate the influence of digital marketing on marketing performance. These findings indicate that digital marketing has not been managed strategically and market-oriented, so it has not been able to create value that has a direct impact on marketing performance.
Agus Nurofik, Doctoral Program in Management Science, Gajayana University Malang
born in Turen Malang, on April 10, 1979. The writer is Indonesian and Muslim. As for the author's educational history, namely graduating from SDN Sawahan 05 Turen, then continuing at SMTP Negeri 1 Turen, then continuing to SMK Turen majoring in Automotive and continuing S1 at STMIK Mitra Karya Bekasi Department of Informatics Engineering. To improve his quality and love for the world of education, the author returned to college in 2015 by taking a Master's Degree in Management at STIE "KBP" Padang – West Sumatra, then completed in 2017 and now the author is continuing his S3 studies in management science (PDiM) at Gajayana University Malang. The author is active as a lecturer, author of journals and books, researcher, speaker in the field of entrepreneurship (Entrepreneur), journal manager, IT Service Computer, digital trade (Digital Marketing) in institutions, public and private institutions. In addition, the author is also a business actor in the field of IT Service & Project under the Agnicom flag, the author is the owner. Email Author : agsnin@gmail.com
The Author Contribution is: Conceptualization, Methodology, Investigation Resources,DataCuration,Writing – Original Draft, Writing – Review & Editing, Visualization.
Ernani Hadiyati, Doctoral Program in Management Science, Gajayana University Malang
earned a Bachelor's degree at Brawijaya University in 1985, a Master's degree at Gajah Mada University in 1992, a Doctoral degree at Airlangga University in 2006. Currently holding a functional position, namely Professor at Gajayana University in 2016. Rank and class of main Coaches /IV/e. The results of the research produce research outputs in the form of scientific publications in reputable international journals, Intellectual Property Rights, Books and proceedings. Active in participating in National and International seminars. Contact email address: ernani_hadiyati@unigamalang.ac.id.
The Author Contribution is: Conceptualization, Methodology, Software, Validation, Formal Analysis, Investigation Resources
Dwi Orbaningsih, Doctoral Program in Management Science, Gajayana University Malang
is a lecturer at the Accounting Study Program, Faculty of Economics and Business, University of Gajayana Malang (FEB Uniga Malang). He teaches courses in Financial Accounting and Management Accounting, two areas that are his main expertise in the academic world. With a high dedication to the development of accounting science, he is active in teaching, research, journal and book authoring activities. His teaching experience helps him understand the needs of students in understanding accounting concepts that are applicable and relevant to the development of the business world.
The Author Contribution is: Conceptualization, Writing – Review & Editing, Visualization,Supervision,Project Administration, Funding Acquisition
Rosidi, Doctoral Program in Management Science, Gajayana University Malang
is a lecturer at Gajayana University Malang, East Java. He has an educational background in management and contributes to the development of management science through teaching, research, and community service activities. As an academic, Dr. Rosidi, M.M. is active in the field of management, especially related to financial management, strategic management, and organizational governance. In carrying out the Tri Dharma of Higher Education, he plays a role in guiding students, conducting scientific research, and publishing academic works in national and international journals. His dedication in the world of education is reflected in his commitment to improving the quality of learning and developing student competencies within Universitas Brawijaya.
The Author Contribution is: DataCuration, Supervision,Project Administration
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