Networks Mediation of Digital Marketing on Marketing Performance of Palu City SMEs in The New Normal Era

DOI

10.2991/assehr.k.220707.016How to use a DOI?

Keywords

Digital marketing; networks; marketing performance and Small and Medium Enterprises (SMEs)

Abstract

Digital marketing and networks is a strategy that can help SMEs to survive and even rise so that marketing performance does not drop considerably. This study aims to explore the influence of digital marketing on marketing performance and networks as a mediating variable in SMEs in Palu City. Data collection techniques using questionnaires distributed to 76 SME owners in Palu City, respondents were selected by purposive sampling criteria, analyzed using SEM-PLS analysis. The results of the study show that digital marketing has a direct, positive and significant effect on the marketing performance of SMEs in Palu City and digital marketing has an indirect, positive and significant effect on the marketing performance of SMEs in Palu City through networks as a mediating variable.

Copyright

© 2022 The Authors. Published by Atlantis Press SARL.

Open Access

This is an open access article distributed under the CC BY-NC 4.0 license.

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TY  - CONF
AU  - Ira Nuriya Santi
AU  - Muh. Faisal
AU  - Muzakir Muzakir
AU  - Benyamin Parubak
AU  - Rahmat Mubaraq
PY  - 2022
DA  - 2022/07/18
TI  - Networks Mediation of Digital Marketing on Marketing Performance of Palu City SMEs in The New Normal Era
BT  - Proceedings of the 2021 Tadulako’s International Conference on Social Sciences (TICoSS 2021)
PB  - Atlantis Press
SP  - 67
EP  - 72
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.220707.016
DO  - 10.2991/assehr.k.220707.016
ID  - Santi2022
ER  -