Lia Agustina, - (2024) PENGARUH DIGITAL MARKETING DAN ORIENTASI PASAR TERHADAP KINERJA PEMASARAN YANG DIMODERASI OLEH KEUNGGULAN BERSAING. Tesis thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
The phenomenon in this research is the decline in the number of marriage registrations at KUA. According to data from the Indonesian Ministry of Religion in the last three years, the marriage rate in Indonesia has decreased drastically. Around two million marriages will decrease by 2024. Meanwhile, according to the 2018 Central Statistics Agency (BPS) report, the creative economy subsector contributes greatly to the national economy, with a contribution of 7.44% to Gross Domestic Product (GDP), one of the MSMEs in the creative economy subsector namely MSME EO. With the decline in the number of KUA registrations, MSMEs in the marriage sector are experiencing market saturation. So marketing performance (variable y) is needed, as well as competitive advantage (variable z) as moderation and (variable x) namely digital marketing and market orientation. This research uses quantitative and uses saturated sampling techniques. The population is 101 MSME actors in the field of Event Organizer (EO) in DKI Jakarta. This research uses SMART PLS 4.0. The results of this research are that digital marketing and market orientation have a significant effect on EO marketing performance in DKI Jakarta. However, competitive advantage cannot moderate digital marketing and market orientation.
| Item Type: | Thesis (Tesis) |
|---|---|
| Additional Information: | [No.Panggil: 2210122015] [Pembimbing: Prasetyo Hadi] [Penguji 1: Iwan Kresna Setiadi] [Penguji 2: Faisal Marzuki] |
| Uncontrolled Keywords: | Digital Marketing, Market Orientation, Competitive Advantage, Marketing Performance, MSMEs in DKI Jakarta |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HB Economic Theory |
| Divisions: | Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S2) |
| Depositing User: | LIA AGUSTINA |
| Date Deposited: | 30 Jul 2024 04:38 |
| Last Modified: | 31 Jul 2024 10:22 |
| URI: | http://repository.upnvj.ac.id/id/eprint/31647 |
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