The Effect of Service, Social Media, and Innovation in Improving Marketing Performance on E-Commerce Products Mediated by Branding
Year: 2024
Type: article
Study design: Observational Study
Abstract: Advancements in technology have emerged as a key element that modifies the competitive environment among businesses across many industrial domains.One of these is the competition between businesses for marketing performance, which describes how they fight to draw in and keep consumers by using different marketing techniques.This study aims to examine how service, innovation, marketing prowess, social media presence, and communication impact a company's ability to perform in e-commerce.Google Form surveys are distributed as the major method of data gathering for this study, which combines quantitative methodologies.The study's target population consists of 236 respondents who are e-commerce entrepreneurs in Indonesia.The findings indicated that the correlation between performance and social media, marketing abilities, service, and communication was negligible.Nonetheless, there is a strong correlation between performance and innovation.Similarly, there is a strong correlation shown between social media and creativity in branding.Social media and technology have no discernible impact on performance via branding in the intermediary variable.
Author: Golan Hasan, Selina. Ng
Language: English
Subfield: Demography
Field: Social Sciences
Domain: Social Sciences
Open Access status: hybrid
OpenAlex ID: W4412011637