PERAN INOVASI PRODUK DALAM MEMEDIASI DIGITAL MARKETING TERHADAP KINERJA PEMASARAN PADA PELAKU USAHA MEBEL DI DESA LEILEM KABUPATEN MINAHASA
DOI:
https://doi.org/10.35794/jmbi.v11i1.54487Abstract
The furniture industry in Leilem village, Minahasa Regency is one of the industries that continues to grow, business actors are required to be able to make the right marketing strategy to maintain the survival of their business. Digital Marketing is currently one of the tools to market products that are most in demand by business people to promote their business while product innovation is a sustainable market strategy as needed to maintain Marketing Performance. The purpose of this study is to determine the effect of Digital marketing on marketing performance and test whether the Product Innovation variable plays a mediating role in the relationship. The population in this study was 126 furniture craftsmen using the purposive sampling method obtained a sample of 70 respondents. Data collection techniques use data with questionnaires. Instrument testing in this study was carried out based on validity tests and reliability tests and analyzed using path analysis. The results showed partially the variables of Digital Marketing and product Innovation had a positive and significant effect on Marketing Performance, and by using the Sobel test, it can be known that the variable of Product Innovation can mediate the influence of Digital Marketing on Marketing Performance.
Keywords: Digital marketing. Product innovation, marketing performance
References
Effendi M.R., Abubakar R., Bachri N. (2022). Pemasaran digital dan kinerja umkm: dapatkah inovasi produk menjadi variabel mediasi? Jurnal Manajemen Indonesia. Vol 7 No 3. Hal: 107-115.
Falakhussyaifusoni, R., Purwanto, H., & Trihudiyatmanto, M. (2022). Pengaruh Orientasi Pasar Dan Inovasi Produk Terhadap Kinerja Pemasaran. Jamasy: Jurnal Akuntansi, Manajemen dan Perbankan Syariah, 2(1),30-39
Farliana, N., Murniawaty, I., & Munafitri, C. H. (2021). Membangun Kinerja Pemasaran Melalui Orientasi Pasar, Inovasi Produk dan Kapabilitas Pemasaran. Sains: Jurnal Manajemen Dan Bisnis, 13(2), 257–275.
Ferdinand T., Augusty, (2000), Manajemen Pemasaran: Sebuah Pendekatan Strategik , Research Paper Series, Program MM UNDIP, Semarang
Fitri, A., Bachri, N., & Abubakar, R. (2018). Pengaruh Kemampuan Inovasi terhadap Keputusan Pembelian Roti Bantal melalui Daya Tarik Produk dan Daya Tarik Promosi sebagai Variabel Mediasi di Kota Banda. Jurnal Manajemen Indonesia (J-MIND), 2(1), 31–47.
Ghozali, I. (2018). Aplikasi Analisis Multivariate Dengan Program SPSS 25. Semarang: Badan Penerbit Universitas Diponegoro.
Harini, S., Silaningsih, E., & Putri, M. E. (2022). Pengaruh orientasi pasar, kreativitas dan inovasi produk terhadap kinerja pemasaran UMKM. Jurnal Inspirasi Bisnis Dan Manajemen, 6(1), 67–82.
Heidrick, G. (2009). Boards in turbulent times: Corporate Governance Report 2009. Chicago: Heidrick and Struggles International.
Hudha. N., Rahadhini. M. D., Sarwono. A.E. (2022). Keunggulan bersaing sebagai mediator antara digital marketing dan kinerja pemasaran (survei pada ukm tenun lurik di desa mlese, cawas, klaten). BALANCE: Economic, Business, Management, and Accounting Journal, Vol. XIX No. 1 P-ISSN 1693-9352 | E-ISSN 2614-820x
Kumar, A., Bezawada, R., Rishika, R., Janakiraman, R., & Kannan, P. K. (2016). From social to sale: The effects of firm-generated content in social media on customer behavior. Journal of Marketing, 80(1), 7–25.
Liesander, I dan Dharmayanti, D. (2017). Pengaruh Digital Marketing Terhadap Organizational Performance dengan Intellectual Capital dan Perceived Quality Sebagai Variabel Intervening pada Industri Hotel Bintang Lima di Jawa Timur. Jurnal Strategi Pemasaran. Vol.2 (4). Pp. 1-13.
Mojambo, G. A., Tulung, J. E., & Saerang, R. T. (2020). The Influence of Top Management Team (TMT) Characteristics Toward Indonesian Banks Financial Performance During the Digital Era (2014-2018). JMBI UNSRAT (Jurnal Ilmiah Manajemen Bisnis dan Inovasi Universitas Sam Ratulangi)., 7(1).
Rosmayani, 2022. Kinerja Pemasaran Implementasi Pada Industry Kecil Berbasis Inovasi. Pustaka Aksara, Surabaya
Sidi. A.P., dan Yogatama. A.N. (2019) Mediasi Intellectual Capital atas Pengaruh Digital Marketing Terhadap Kinerja Pemasaran. Jurnal IQTISHODUNA Vol. 15 No. 2, Hal: 129-152.
Sudirjo F., Rukmana A. Y., Wandan H., Hakim M. L. (2032). Pengaruh Kapabilitas Pemasaran, Digital Marketing Dalam Meningkatkan Kinerja Pemasaran UMKM Di Jawa Barat. Jurnal Bisnisman: Riset Bisnis dan Manajemen Vol. 5, No. 1, hal: 55-69
Wibowo, A. (2015). Pengantar Pemasaran Bisnis Digital. Penerbit Yayasan Prima Agus Teknik.