文章基本信息

标题：Digital Marketing: An Influence towards Business Performance among Entrepreneurs of Small and Medium Enterprises
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作者：Faradillah Iqmar Omar ; Ummi Munirah Syuhada Mohamad Zan ; Nor Azlili Hassan 等
期刊名称：International Journal of Academic Research in Business and Social Sciences
电子版ISSN：2222-6990
出版年度：2020
卷号：10
期号：9
页码：126-141
DOI：10.6007/IJARBSS/v10-i9/7709
语种：English
出版社：Human Resource Management Academic Research Society
摘要：Digital marketing is basically promoting the brand of business products using all forms of digital advertising mediums as a more interactive and informative alternative. This is in line with the availability of internet technology and enabling various marketing methods to be done digitally. Entrepreneurs are encouraged to use this mediums optimally to achieve more aggressive and inovastive business quality. Specifically, this study aims to look at the digital media phenomenon which is seen as increasingly powerful as information and marketing channel agent as well as to test the impact of its usage on entrepreneurial performance. This study will consider the aspect of powerful digital marketing in the development of business performance among Small and Medium Enterprises (SMEs). A quantitative approach based on cross sectional design is iapplied in this study. The questionnaire form as a research instrument is based on the domains in the identified variables. The sample consists of 300 SME entrepreneurs aged between 18 to 55 years old who run businesses around Klang Valley. The data was analyzed using SPSS software (Satistical Package for Social Sciences) and Smart PLS. The results reveal that the business purpose, product advertising, marketing benefits and product reputation have significant relationship with the business performance of SME entrepreneurs. The results of the structural equation modeling analysis showed that the powerful of digital marketing significantly influenced business performance. This explains that the dimensions, which measure the digital marketing, affect the business performance positively and thus help the business development towards a more effective system.