Proceedings of the 1st Aceh Global Conference (AGC 2018)

The Moderating Role of Dynamic Marketing Engagement in Marketing Function for SMEs Business Performance

Authors
Sumitro Sarkum, Bambang Agus Pramuka, Agus Suroso, Suliyanto Suliyanto, Supriadi Supriadi
Corresponding Author
Sumitro Sarkum
Available Online January 2019.
DOI
10.2991/agc-18.2019.74How to use a DOI?
Keywords
Dynamic Marketing Engagement, Employee Engagement, Customer Engagement, Supply Chain Engagement, Business Performance
Abstract

The purpose of this article is to evaluate the theory function of Dynamic Marketing Engagement (DME) as a variable mediating or bridging the multi-actor attachment that is the Customer Engagement variable, Employee Engagement and Supply Chain Engagement. This evaluation is very important to be done to get answers toward the significant gaps in the role of the marketing function. This test uses AMOS to perform the bootstrap in order to describe the mechanism of multi-actor relations with business performance. A number of 178 entrepreneurs and managers of SMEs in Banyumas Regency - Middle Java - Indonesia were choose as respondents in this study. The test results showed that the role of Dynamic Marketing Engagement (DME) on business performance as a mediating variable for the Customer Engagement variable, Employee Engagement and Supply Chain Engagement has given significant results. The results of the total effect testing of Dynamic Marketing Engagement (DME) showed greater result than multi-actor involvement. Thus, the results of the study stated that the Dynamic Marketing Engagement (DME) variable as a theory that connects the multi-actor attachment has proven to be able to improve the business performance of SMEs

Copyright
© 2018, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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Volume Title
Proceedings of the 1st Aceh Global Conference (AGC 2018)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
January 2019
ISBN
978-94-6252-644-0
ISSN
2352-5398
DOI
10.2991/agc-18.2019.74How to use a DOI?
Copyright
© 2018, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

Cite this article

TY  - CONF
AU  - Sumitro Sarkum
AU  - Bambang Agus Pramuka
AU  - Agus Suroso
AU  - Suliyanto Suliyanto
AU  - Supriadi Supriadi
PY  - 2019/01
DA  - 2019/01
TI  - The Moderating Role of Dynamic Marketing Engagement in Marketing Function for SMEs Business Performance
BT  - Proceedings of the 1st Aceh Global Conference (AGC 2018)
PB  - Atlantis Press
SP  - 506
EP  - 509
SN  - 2352-5398
UR  - https://doi.org/10.2991/agc-18.2019.74
DO  - 10.2991/agc-18.2019.74
ID  - Sarkum2019/01
ER  -