Adittya Budiman, . (2025) PERAN INOVASI PEMASARAN DALAM MEMEDIASI PENGARUH DIGITAL MARKETING DAN STRATEGI PEMASARAN TERHADAP KINERJA PEMASARAN UMKM DI JAKARTA. Tesis thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
The rapid development of digital technology has significantly transformed marketing strategies, particularly in the Micro, Small, and Medium Enterprises (MSMEs) sector, which plays a crucial role in the national economy. This study aims to examine the influence of digital marketing and marketing strategy on marketing performance, with marketing innovation as a mediating variable. The research was conducted on 369 MSME owners in Jakarta using a quantitative approach with a Likert-scale questionnaire. Data were analyzed using the Partial Least Squares – Structural Equation Modeling (PLS-SEM) technique through SmartPLS 4 software. The results reveal that digital marketing has a significant effect on both marketing innovation (O = 0.706; P = 0.000) and marketing performance (O = 0.235; P = 0.002). Marketing strategy shows a strong direct effect on marketing performance (O = 0.765; P = 0.000) but does not significantly affect marketing innovation (O = 0.294; P = 0.146). Meanwhile, marketing innovation does not significantly influence marketing performance (O = -0.070; P = 0.409), indicating that its mediating role is not supported. These findings suggest that improvements in MSME marketing performance are driven more by the direct application of traditional and digital marketing strategies rather than through marketing innovation as an intermediary.
| Item Type: | Thesis (Tesis) |
|---|---|
| Additional Information: | [No. Panggil: 2210121020] [Pembimbing 1: Maria Assumpta Wikantari] [Pembimbing 2: Yudi Nur Supriadi] [Ketua Penguji: Prasetyo Hadi] [Penguji 1: Alfatih Sikki Maggabarani] [Penguji 2: Maria Assumpta Wikantari] |
| Uncontrolled Keywords: | Digital Marketing, Marketing Strategy, Marketing Innovation, Marketing Performance, MSME |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HC Economic History and Conditions |
| Divisions: | Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S2) |
| Depositing User: | ADITTYA BUDIMAN |
| Date Deposited: | 10 Jan 2026 11:23 |
| Last Modified: | 10 Jan 2026 11:24 |
| URI: | http://repository.upnvj.ac.id/id/eprint/41092 |
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