Proceedings of the International Conference on Advance Research in Social and Economic Science (ICARSE 2022)

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Digital Marketing and Innovation Boost Marketing Performance in Small Food Processing Enterprises

Authors
Humam Santosa Utomo1, *, Hendro Widjanarko1, Susanta1, Suratna1
1Universitas Pembangunan Nasional Veteran Yogyakarta, Yogyakarta, Indonesia
*Corresponding author. Email: humam.santosautomo@upnyk.ac.id
Corresponding Author
Humam Santosa Utomo
Available Online 27 April 2023.
DOI
10.2991/978-2-38476-048-0_11How to use a DOI?
Keywords
Digital Marketing Capability; Innovation Capability; Marketing Performance; small enterprise
Abstract

When consumers rely on online product information, digital marketing becomes increasingly necessary. Businesses must strengthen their digital marketing capabilities. This study seeks to investigate and explain the impact of digital marketing capability and innovation capability on the marketing performance of small businesses. The study was conducted on one hundred modest food processing businesses in the Bantul district of the Yogyakarta Special Region. Purposive sampling is used as the method of sampling. The distribution of questionnaires to acquire data. The data were processed with WarpPLS to identify the relationship between two variables. The results indicate that both digital marketing capability and innovation capability have a substantial impact on marketing performance. The findings of this study highlight the significance of digital marketing and innovation for enhancing marketing performance.

Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the International Conference on Advance Research in Social and Economic Science (ICARSE 2022)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
27 April 2023
ISBN
10.2991/978-2-38476-048-0_11
ISSN
2352-5398
DOI
10.2991/978-2-38476-048-0_11How to use a DOI?
Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Humam Santosa Utomo
AU  - Hendro Widjanarko
AU  - Susanta
AU  - Suratna
PY  - 2023
DA  - 2023/04/27
TI  - Digital Marketing and Innovation Boost Marketing Performance in Small Food Processing Enterprises
BT  - Proceedings of the International Conference on Advance Research in Social and Economic Science (ICARSE 2022)
PB  - Atlantis Press
SP  - 94
EP  - 101
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-048-0_11
DO  - 10.2991/978-2-38476-048-0_11
ID  - Utomo2023
ER  -