The Impact of Creative Digital Marketing on the Sustainability of MSME Businesses: A Mediating Role of Marketing Performance

Authors

  • Amelindha Vania Universitas Islam Negeri Maulana Malik Ibrahim Malang
  • Nur Laili Fikriah Universitas Islam Negeri Maulana Malik Ibrahim Malang

DOI:

https://doi.org/10.38043/jimb.v8i2.4546

Keywords:

Creative Digital Marketing, Marketing Performace, Business Sustainibility

Abstract

Creativity in digital marketing is essential in today's digital economy, where businesses need to adapt to the rapid changes brought by digital innovation. The declining trend in the contribution of MSMEs is worrying for the economy and the business world. MSMEs need to maximize digital marketing creativity for business continuity through the role of marketing performance. The aim of this research is to look at the role of creative digital marketing in improving the marketing performance and sustainability of MSMEs. This research uses explanatory quantitative methods with data analysis techniques, namely the SmartPLS 3.0 application. The object of this research is members of MSMEs assisted by Baznas Microfinance Malang with a sample of 170 MSMEs. The results of this research explain that creative digital marketing is able to improve marketing performance and business sustainability and the role of marketing performance is able to mediate between creative digital marketing and business sustainability. The contribution of this research to science is to determine the role of creativity in digital marketing management to improve marketing performance and business sustainability. It is very important to study each dimension of creative digital marketing so that it can be applied to all MSMEs, especially Baznaz-assisted MSMEs in Malang City.

Downloads

Download data is not yet available.

References

Amelda, B., Alamsjah, F., & Elidjen, E. (2021). Does the digital marketing capability of indonesian banks align with digital leadership and technology capabilities on company performance? Commit (Communication and Information Technology) Journal, 15(1), 9-17. https://doi.org/10.21512/commit.v15i1.6663

Azzahra, C. I., Suyanto, S., & Darmayanti, E. F. (2021). Pengaruh Kreativitas, Modal Usaha, Diversifikasi Produk Dan Kebijakan Pemerintah Terhadap Keberlanjutan Bisnis UMKM (Studi Pada UMKM Bidang Perdagangan Di Kelurahan Iringmulyo Kota Metro). Jurnal Akuntansi AKTIVA, 2(1), 104-112.

Cao, Yingxia., Haya Ajjan., Paul Hong. (2018), Using Social Media for Competitive Business Outcomes. Journal of Advances in Management Research, 15(2)

Chatterjee, S., Chaudhuri, R., Sakka, G., Grandhi, B., Galati, A., Siachou, E., ... & Vrontis, D. (2021). Adoption of social media marketing for sustainable business growth of smes in emerging economies: the moderating role of leadership support. Sustainability, 13(21), 12134. https://doi.org/10.3390/su132112134

Dirgiatmo, Y., Abdullah, Z., & Ali, R. H. R. M. (2019). The role of entrepreneurial orientation in intervening the relationship between social media usage and performance enhancement of exporter SMEs in Indonesia. International Journal of Trade and Global Markets, 12(2), 97-129.

Diskop UMKM Prov Jatim. 2022. Laporan Perhitungan Nilai Tambah Bruto Koperasi UMKM Jawa Timur Dinas Koperasi, Usaha Kecil dan Menengah Provinsi Jawa Timur. Dinas Koperasi dan UMKM Jawa Timur.

Dora, Y. M., & Saudi, M. H. (2020). The Role of Digital Marketing with Creativity And Innovation For Sustainable MSMEs. PalArch's Journal of Archaeology of Egypt/Egyptology, 17(10), 2902-2913.

Dumitriu, D., Militaru, G., Deselnicu, D. C., Niculescu, A., & Popescu, M. (2019). A perspective over modern smes: managing brand equity, growth and sustainability through digital marketing tools and techniques. Sustainability, 11(7), 2111. https://doi.org/10.3390/su11072111

Gagauz, V. (2020). Digital marketing in the practice of small and medium enterprises in the republic of moldova. Economy and Sociology 2020 No. 1, (2020.1), 64-73. https://doi.org/10.36004/nier.es.2020.1-06

Hair Jr, J. F., Hult, G. T. M., Ringle, C. M., Sarstedt, M., Danks, N. P., Ray, S., ... & Ray, S. (2021). An introduction to structural equation modeling. Partial least squares structural equation modeling (PLS-SEM) using R: a workbook, 1-29.

Iskandar. 2018. Kinerja pemasaran pada UKM mebel di kabupaten Kuningan. Jurnal Equilibrium. Vol.15, Januari - Juni 2018 Hal : 64-74

Lepkowska-White, E., Parsons, A., & Berg, W. (2019). Social media marketing management: an application to small restaurants in the US. International Journal of Culture, Tourism and Hospitality Research, 13(3), 321-345.

Lestari, A. S., Wahyuningsih, N., Maharani, N., Sanjaya, L., Putra, A. P., & Khomariah, A. (2022). Penggunaan Aplikasi Google Maps dan Imooji Sebagai Media Promosi UMKM Desa Tiyaran. Dikmas: Jurnal Pendidikan Masyarakat dan Pengabdian, 2(3), 887-894.

Malik, M. M., Lukiana, N., & Tauifik, M. (2020, September). Implementation of Marketing Strategies To Increase Competitiveness in Umkm. In Progress Conference (Vol. 3, No. 1, pp. 241-248).

Muis, I., Adhi, T., & Kamalia, R. (2022). Digital marketing and innovation effects on marketing performance.https://doi.org/10.2991/assehr.k.220407.034

Munir, A., Kadir, N., Umar, F., & lyas, G. (2023). The impact of digital marketing and brand articulating capability for enhancing marketing capability. International Journal of Data and Network Science, 7(1), 65-72. https://doi.org/10.5267/j.ijdns.2022.12.005

Purba, M., Simanjutak, D., Malau, Y., Sholihat, W., & Ahmadi, E. (2021). The effect of digital marketing and e-commerce on financial performance and business sustaina-bility of MSMEs during COVID-19 pandemic in Indonesia. International Journal of Data and Network Science, 5(3), 275-282.

Ramadhani, F., Kusumah, A., & Hardilawati, W. L. (2022). Pengaruh Inovasi Produk, Orientasi Pasar Dan Marketing Digital Terhadap Kinerja Pemasaran Umkm Pada Masa Pandemi Covid-19 Di Pekanbaru. ECOUNTBIS: Economics, Accounting and Business Journal, 2(2), 344-354.

Sahut, J., Dana, L., & Laroche, M. (2019). Digital innovations, impacts on marketing, value chain and business models: an introduction. Canadian Journal of Administrative Sciences / Revue Canadienne Des Sciences De L Administration, 37(1), 61-67. https://doi.org/10.1002/cjas.1558

Sholeh, M., Rachmawati, R. Y., & Susanti, E. (2020). Penggunaan aplikasi Canva untuk membuat konten gambar pada media sosial sebagai upaya mempromosikan hasil produk UKM. SELAPARANG: Jurnal Pengabdian Masyarakat Berkemajuan, 4(1), 430-436.

Suryawardani, B., Wulandari, A., Marcelino, D., Satrya, G. B., Wijaya, R., Lukito, W., & Prabawa, B. (2021). Creative Digital Marketing and Advanced Internetworking Assistance Programs for Micro, Small and Medium Enterprises in Buah Batu District Bandung. Engagement: Jurnal Pengabdian Kepada Masyarakat, 5(2), 361-376.

Susanto, D., Anwari, M. K., Supriadi, F., & Sucipto, S. (2023). Determinan Faktor Keinginan UMKM Untuk Menggunakan Layanan Fintech Syariah; Studi Kasus UMKM Pontianak, Kalimantan Barat. Jurnal Ilmiah Ekonomi Islam, 9(1), 1509-1516.

Wardana, F. P., & Mukharomah, W. (2023). Pengaruh Pemasaran Digital dan E-Commerce terhadap Performance Marketing dan Keberlanjutan Bisnis Pada Usaha Oleh-Oleh Khas Kota Solo. Jurnal Informatika Ekonomi Bisnis, 371-379.

Wiwoho, G. (2020). Mekanisme Mengisolasi Keunggulan Produk Untuk Meningkatkan Kinerja Pemasaran UMKM di Eks Karesidenan Kedu dan Banyumas (Doctoral dissertation, Universitas Jenderal Soedirman).

Wojciechowski, . and Fichnova, K. (2022). New Technologies and Ambient Marketing Communication. Annales Universitatis Paedagogicae Cracoviensis Studia De Cultura, 14(2), 22-46. https://doi.org/10.24917/20837275.14.2.2

Yanti, V. A., Amanah, S., Muldjono, P., & Asngari, P. (2018). Faktor yang mempengaruhi keberlanjutan usaha mikro kecil menengah di Bandung dan Bogor. Jurnal Pengkajian Dan Pengembangan Teknologi Pertanian, 20(2), 137-148.

Downloads

Published

2023-12-25

How to Cite

1.
Vania A, Fikriah NL. The Impact of Creative Digital Marketing on the Sustainability of MSME Businesses: A Mediating Role of Marketing Performance. j.imb [Internet]. 2023Dec.25 [cited 2024Jul.22];8(2):141-50. Available from: https://journal.undiknas.ac.id/index.php/manajemen/article/view/4546

Issue

Section

Articles