Determining Factors in the Use of Digital Marketing and Its Effect on Marketing Performance in the Creative Industries in Tasikmalaya

Gun Gun Gunawan, Maman Sulaeman

Abstract


The economic development of creative industries is an important aspect as a potentially good force for the national economy for the future. However, the creative industry in Tasikmalaya lacks product innovation, still maintaining the authenticity of its products by 67%, products that are easily replicated by 83%. Utilization of digital marketing concepts provides hope for MSMEs to develop into economic power centers. This research aims to analyze the determining factors of digital marketing usage and its influence on digital marketing in the creative industries in Tasikmalaya. This research is categorized as explanatory research which is a study that aims to explain the causal relationship between variables through hypothesis testing. The Inference Statitic method used in the analysis of this research data is the path of analysis. The results showed knowledge of ICT (Information and Communication Technology) adoption had a significant effect on digital marketing. Innovation has a significant impact on digital marketing. Digital marketing is influenced by the knowledge of ICT adoption and Innovation. Knowledge of ICT adoption and innovation affects digital marketing through digital marketing.


Keywords


knowledge; information technology; digital marketing

Full Text:

PDF

References


Ahmad, M. (2020). Strengths and Weaknesses of Cognitive Theory. Budapest International Research and Critics Institute-Journal (BIRCI-Journal) Vol 3 (3): 1584-1593.

Agus. (2012). Komunikasi Pemasaran. Jakarta : Erlangga Jurnal Administrasi Bisnis (JAB)|Vol. 58 No. 1 Mei 2018| administrasibisnis.studentjournal.ub.ac.id 199

Alsubagh Helal. (2015). The Impact of Social Networks on Consumers Behaviours. International Journal of Business and Social Science. Vol. 6, No.1. pp 209-216

Arief, Giri Maulana. (2015). Pengaruh Social Media Marketing Melalui Instagram terhadap Minat Beli Konsumen Sugar Tribe. Jurnal Manajemen. Vol.2, No.3. Hal. 2581-2587

Bahtar, Azlin and Mazzini Muda. (2016). The Impact of User Generated Content (UGC) on Products Reviews towards Online Purchasing-A Conceptual Framework. Procedia Economics and Finance. Vol. 37. Pp 337-342

Chang, Chen. (2016). The Influence of Social Power in Online Purchase Decision. British Journal of Applied Science and Technology. Vol 12. No. 5. Pp 1-16

Dharmmesta, Basu Swastha dan Hani T Handoko. Manajemen Pemasaran Analisis Perilaku Konsumen. Edisi Pertama. Cetakan Kelima. Yogyakarta : BPFE Gunelius,

Hardey, Mariann. (2011). Generations C Content Creations, Connections, and Choice. International Journal of Market Research. Vol 53 Issue 6. Pp 749-770

Iblasi, Walid. (2016). The Impact of Social Media as a Marketing Tool on Purchasing Decisions (Case Study on Samsung for Electrical Home Appliances). International Journal of Managerial Studies and Research. Vol. 4. Issue. 1. Pp. 14-28

Karman, Melissa. (2015). The Impact of Social Media Marketing on Brand Equity toward the Purchase Intention of Starbucks Indonesia. Journal Management. Vol.3, No.2.pp.77-88

Kotler, Philip dan Gary Armstrong. (2012). PrinsipPrinsip Pemasaran. Diterjemahkan oleh : Bob Sabran. Edisi keduabelas. Jilid 2. Jakarta : Erlangga

Marbun, D.S., Juliandi, A., and Effendi, S. (2020). The Effect of Social Media Culture and Knowledge Transfer on Performance. Budapest International Research and Critics Institute-Journal (BIRCI-Journal) Vol 3 (3): 2513-2520.

Nurfitriani. (2016). Pengaruh Social Media Marketing melalui Official Account LINE Alfamart terhadap Minat Beli Konsumen. Jurnal Online Mahasiswa Bidang Ilmu Sosial dan Ilmu Politik. Vol.3. No.2. Hal. 15-16

O’ Reilly Zimmerman, Dan and Doug Sahlin. (2010). Social Media Marketing All in One for Dummies. New Jersey : Wiley Publishing Jurnal :

Pane, I.F., and Suwantoro, H. (2019). The Study of Indisch Architecture Development as an Effort in Preserving the Heritage of Colonial History in Medan. Budapest International Research and Critics Institute-Journal (BIRCI-Journal) Vol 2 (4): 207-214.

Ramlan, Farizawati, Hasrul, S. (2020). The Effectiveness of Implementation of the MGM Revitalization Program as a Media Increasing English Teacher Competency in Pidie District. Budapest International Research and Critics Institute-Journal (BIRCI-Journal) Vol 3 (1): 95-103.

Solis, Brian. (2010). Engage : The Complete Guide for Brands and Businesses to Build, Cultivate, and Measure Success in the New Web. New Jersey : Wiley

Sulaeman, Maman, Establish a Competitive Advantage with Market Sensing Capability, Distinctive Competence and Product Innovation for Performance Marketing and Sustainability Efforts, Journal of Physics: Conference Series, Volume 1477, Science https://iopscience.iop.org/article/10.1088/1742-6596/1477/7/072019/meta.

Sumarwan, Ujang. (2014). Perilaku Konsumen : Teori dan Penerapannya dalam Pemasaran. Bogor : Ghalia Indonesia.

Susan. (2011). Minute Social Media Marketing. United States : McGraw Hill Hermawan.

Tuten, Tracy L. (2014). Advertising 2.0 Social Media Marketing in a Web 2.0 World. Connecticut : Praeger.

Weinberg, Tamar. (2013). The New Community Rules: Marketing on the Social Web. California:

Zanjabila, Ridwan. (2017). Analisis Pengaruh Social Media Marketing terhadap Keputusan Pembelian (Studi pada Pelanggan Bandung Techno Park 2017). Jurnal Ilmiah Mahasiswa Fakultas Ilmu Terapan.




DOI: https://doi.org/10.33258/birci.v3i3.1239

Article Metrics

Abstract view : 863 times
PDF - 382 times

Refbacks

  • There are currently no refbacks.


Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

 

Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.