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Abstract
This study aims to examine the role of digital marketing capabilities and service innovation on marketing performance, with customer relationship quality as a mediating variable, in Micro, Small, and Medium Enterprises (MSMEs) in the food and beverage sector in Pontianak City. A descriptive quantitative method was employed, with data collected through questionnaires distributed to business owners who actively use social media accounts. The data were analyzed using Structural Equation Modeling (SEM) with the AMOS software to assess the relationships among the variables. The results indicate that digital marketing capabilities do not have a significant direct effect on marketing performance. In contrast, service innovation and customer relationship quality have a significant direct influence on marketing performance. As a mediator, customer relationship quality plays a critical role in the relationship between service innovation and marketing performance but does not mediate the relationship between digital marketing capabilities and marketing performance. It is recommended that MSMEs enhance their service innovation and consistently maintain the quality of their customer relationships to achieve the desired marketing performance.
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References
- Apasrawirote, D., Yawised, K., & Muneesawang, P. (2022). Digital marketing capability: the mystery of business capabilities. Marketing Intelligence and Planning, 40(4), 477–496. https://doi.org/10.1108/MIP-11-2021-0399
- Arshad, A. M., Wang Jie, & Su Qin. (2016). Investigating the mediating role of service innovation in firm performance: An empirical research. The Journal of Applied Business Research, 32(2).
- Chaffey, D., Mayer, F. E.-C. R., & Johnston, K. (2009). Third Edition Internet Marketing Strategy, Implementation and Practice.
- Fitri, F., & Halik, R. A. F. (2023). Peran Digital Marketing dan Inovasi Produk terhadap Kinerja Bisnis yang Berkelanjutan pada Usaha Mikro dan Kecil Agribisnis di Polewali Mandar. Jurnal Ilmu Sosial dan Humaniora, 12(3), 556–563. https://doi.org/10.23887/jish.v12i3.67832
- Haryono, S. (2016). Metode SEM Untuk Penelitian Manajemen dengan AMOS LISREL Smart PLS.
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- Leavengood, S., & Anderson, T. R. (2010). Proceedings of the International Convention of Society of Wood Science and Technology and United Nations Economic Commission for Europe-Timber Committee.
- Mokhtar, S. M., Mus, A. M., & Sjahruddin, H. (2019). An examination of the relationships between customer relationship management quality, service quality, customer satisfaction and customer loyalty: The case of five star hotels. Advances in Social Sciences Research Journal, 6(2). https://doi.org/10.14738/assrj.62.6202
- Morgan, R. M., & Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. Journal of Marketing, 58(3), 20–38.
- Mavilinda, H. F., et al. (2021). Menjadi “UMKM Unggul” Melalui Optimalisasi Strategi Pemasaran Digital dalam Menghadapi Tantangan Bisnis di Era New Normal. Sricommerce: Journal of Sriwijaya Community Services, 2(1), 17–28. https://doi.org/10.29259/jscs.v2i1.29
- Saboor, A., & Khan, A. S. (2020). Impact of Digital Marketing on Online Purchase Intention: Mediating Effect of Brand Equity & Perceived Value. https://www.researchgate.net/publication/344324022
- Soliman, H. S. (2011). Customer Relationship Management and Its Relationship to the Marketing Performance. International Journal of Business and Social Science, 2(10).
- Tariq, E., Alshurideh, M., Akour, I., & Al-Hawary, S. (2022). The effect of digital marketing capabilities on organizational ambidexterity of the information technology sector. International Journal of Data and Network Science, 6(2), 401–408. https://doi.org/10.5267/j.ijdns.2021.12.014
- Trainor, K. J., Rapp, A., Beitelspacher, L. S., & Schillewaert, N. (2011). Integrating information technology and marketing: An examination of the drivers and outcomes of e-Marketing capability. Industrial Marketing Management, 40(1), 162–174. https://doi.org/10.1016/j.indmarman.2010.05.001
- Vargo, S. L., & Lusch, R. F. (2004). Remnants of a Goods-Based, Manufacturing Model. https://doi.org/10.1177/1094670503262946
References
Apasrawirote, D., Yawised, K., & Muneesawang, P. (2022). Digital marketing capability: the mystery of business capabilities. Marketing Intelligence and Planning, 40(4), 477–496. https://doi.org/10.1108/MIP-11-2021-0399
Arshad, A. M., Wang Jie, & Su Qin. (2016). Investigating the mediating role of service innovation in firm performance: An empirical research. The Journal of Applied Business Research, 32(2).
Chaffey, D., Mayer, F. E.-C. R., & Johnston, K. (2009). Third Edition Internet Marketing Strategy, Implementation and Practice.
Fitri, F., & Halik, R. A. F. (2023). Peran Digital Marketing dan Inovasi Produk terhadap Kinerja Bisnis yang Berkelanjutan pada Usaha Mikro dan Kecil Agribisnis di Polewali Mandar. Jurnal Ilmu Sosial dan Humaniora, 12(3), 556–563. https://doi.org/10.23887/jish.v12i3.67832
Haryono, S. (2016). Metode SEM Untuk Penelitian Manajemen dengan AMOS LISREL Smart PLS.
Heng, L., Ferdinand, A. T., Afifah, N., & Ramadania, R. (2020). Service innovation capability for enhancing marketing performance: An SDL perspectives. Business: Theory and Practice, 21(2), 623–632. https://doi.org/10.3846/btp.2020.12163
Leavengood, S., & Anderson, T. R. (2010). Proceedings of the International Convention of Society of Wood Science and Technology and United Nations Economic Commission for Europe-Timber Committee.
Mokhtar, S. M., Mus, A. M., & Sjahruddin, H. (2019). An examination of the relationships between customer relationship management quality, service quality, customer satisfaction and customer loyalty: The case of five star hotels. Advances in Social Sciences Research Journal, 6(2). https://doi.org/10.14738/assrj.62.6202
Morgan, R. M., & Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. Journal of Marketing, 58(3), 20–38.
Mavilinda, H. F., et al. (2021). Menjadi “UMKM Unggul” Melalui Optimalisasi Strategi Pemasaran Digital dalam Menghadapi Tantangan Bisnis di Era New Normal. Sricommerce: Journal of Sriwijaya Community Services, 2(1), 17–28. https://doi.org/10.29259/jscs.v2i1.29
Saboor, A., & Khan, A. S. (2020). Impact of Digital Marketing on Online Purchase Intention: Mediating Effect of Brand Equity & Perceived Value. https://www.researchgate.net/publication/344324022
Soliman, H. S. (2011). Customer Relationship Management and Its Relationship to the Marketing Performance. International Journal of Business and Social Science, 2(10).
Tariq, E., Alshurideh, M., Akour, I., & Al-Hawary, S. (2022). The effect of digital marketing capabilities on organizational ambidexterity of the information technology sector. International Journal of Data and Network Science, 6(2), 401–408. https://doi.org/10.5267/j.ijdns.2021.12.014
Trainor, K. J., Rapp, A., Beitelspacher, L. S., & Schillewaert, N. (2011). Integrating information technology and marketing: An examination of the drivers and outcomes of e-Marketing capability. Industrial Marketing Management, 40(1), 162–174. https://doi.org/10.1016/j.indmarman.2010.05.001
Vargo, S. L., & Lusch, R. F. (2004). Remnants of a Goods-Based, Manufacturing Model. https://doi.org/10.1177/1094670503262946