Difference analysis of digital marketing implementation in enterprises performance: balanced scorecard perspective

Slamet, Slamet ORCID: https://orcid.org/0000-0001-5583-5425, Adhim, Muhammad Maslukil and Azmala, Ilya (2021) Difference analysis of digital marketing implementation in enterprises performance: balanced scorecard perspective. Jurnal Manajemen Bisnis, 8 (2). pp. 236-244. ISSN 2617-1971 / 2088-7088

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Abstract

This study aims to determine the differences in Micro, Small, and Medium Enterprises’ (MSMEs) performance before and after implementing digital marketing. The research paradigm was quantitative with primary data sources. Furthermore, the research instrument was a questionnaire designed to measure MSMEs' performance in the balanced scorecard perspective on customer and internal business processes. The number of samples totaled 107 respondents, and data were collected directly from MSMEs in Malang City. The determination of respondents involved a judgment sampling approach. Data analysis was mainly descriptive (categorization index) which also involved hypothesis testing (sample paired t-test). The results showed that there were significant differences in MSMEs' performance before and after implementing digital marketing. These differences were shown by the results of data analysis, in both descriptive and hypothesis testing.

Item Type:	Journal Article
Keywords:	micro; small and medium enterprises; performance; before and after; digital marketing; balanced scorecard
Divisions:	Faculty of Economics > Department of Management
Depositing User:	Slamet Slamet
Date Deposited:	21 Apr 2022 10:00

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