Work

Systematic Literature Review: Hubungan Variabel Digital Marketing Terhadap Kinerja Pemasaran

Year: 2022

Type: review

Abstract: The advancement of information technology requires a business to utilize it; one of the utilizing of information technology to maximize marketing is using digital marketing. This study aims to answer the research question; what is the role of digital marketing in affecting marketing performance. The method was Systematic Literature Review by searching papers or proceedings published between 2015-2021. The result shows that most data analyzing methods are Structural Equation Modelling and multiple regression. From the papers is known that e-marketing digital marketing capabilities variables affect marketing performance.

Source: Journal Publicuho

DOI: 10.35817/jpu.v5i1.23801

Authors: Vivi Herlina, Syahmardi Yacob

Institutions: STIA Nusantara Sakti Sungai Penuh, Universitas Jambi

Language: English

Topic: SMEs Development and Digital Marketing

Subfield: Business and International Management

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: diamond

OpenAlex ID: W4293225668

FWCI: 0.32

Cites: 14

Cited by: 8

Related to: 10