The Impact of Digital Marketing and Brand Articulation Capabilities on Marketing Performance of Small and Medium Enterprises: Case Study in West Lombok Province

Authors

  • Dede suleman Universitas Pembangunan Jaya
  • Ety Nurhayaty Universitas Bina Sarana Informatika, Indonesia
  • Lukman Hakim Universitas Bina Sarana Informatika, Indonesia
  • Helmy Ivan Taruna Universitas Bina Sarana Informatika, Indonesia
  • Nurzalinar Joesah Universitas Bina Sarana Informatika, Indonesia
  • Yuliana Saridewi Kusumastuti Universitas Mohammad Husni Thamrin Jakarta
  • Resti Yulistria Universitas Bina Sarana Informatika, Indonesia

DOI:

https://doi.org/10.31933/dijdbm.v5i2.2298

Keywords:

digital marketing, brand articulation, marketing performance

Abstract

This research investigates the influence of Digital Marketing and Brand Articulation Capabilities on SME Marketing Performance in West Lombok Province, Indonesia. The research results show that Digital Marketing has a positive and significant impact on the Marketing Performance of SMEs, and Brand Articulation Ability also plays an important role in improving their performance. In addition, this research reveals that Brand Articulation Ability acts as a mediating variable in the relationship between Digital Marketing and Marketing Performance. These findings have important implications for SME owners and marketing practitioners, highlighting the importance of investing in effective Digital Marketing and developing Brand Articulation Capabilities. The integration of a good Digital Marketing strategy and the ability to convey a clear brand message can help SMEs achieve success in an increasingly digital and competitive business era.

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Published

2024-03-11

Issue

Vol. 5 No. 2 (2024): Dinasti International Journal of Digital Business Management (February - March 2024)

Section

Articles

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Copyright (c) 2024 Dede suleman, Ety Nurhayaty, Lukman Hakim, Helmy Ivan Taruna, Nurzalinar Joesah, Yuliana Saridewi Kusumastuti, Resti Yulistria

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