The Effect of Digital Marketing Capability Against Marketing Performance with Innovation as mediation (Study on Batik SMEs during the Covid-19 Pandemic)

Humam Santosa Utomo, Susanta Susanta

Abstract


There The Covid-19 pandemic has an impact on SMEs in Bantul, Yogyakarta. During a pandemic, SMEs rely on digital marketing to access consumers. This study aims to examine the effect of digital marketing capabilities on innovation capabilities, the influence of digital marketing capabilities on marketing performance, and innovation capabilities on marketing performance. The research was conducted on SMEs that produce batik at the Giriloyo batik center and the Wijirejo batik center, Bantul, Yogyakarta. Respondents of this study believe 81 SMEs were selected by cluster sampling. The research instrument used a questionnaire and the data were processed using SPSS and WarpPLS. The results of this study found that digital marketing capabilities have a significant effect on innovation capabilities, digital marketing capabilities have a significant effect on marketing performance, and innovation capabilities have a significant effect on marketing performance. The results of this study are useful for SMEs to improve their digital marketing capabilities and the government to participate in providing technical training related to online sales.


Keywords


Digital Marketing Capability, Innovation, Marketing Performance, Pandemic Covid-19

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DOI: https://doi.org/10.31098/pss.v1i1.193

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