Investigating the role of e-commerce application and digital marketing implementation on the financial and sustainability performance: An empirical study on Indonesian SMEs

Udayana, Anak Agung Gde Bagus, Fatmawaty, Andi Siti, Makbul, Yogi, Priowirjanto, Enni Soerjati, Ani, Luh Seri, Siswanto, Edy, Susanti, Wilda and Andriani, Sri ORCID: https://orcid.org/0000-0001-5197-7098 (2023) Investigating the role of e-commerce application and digital marketing implementation on the financial and sustainability performance: An empirical study on Indonesian SMEs. International Journal of Data and Network Science, 8 (24). pp. 167-178. ISSN 2561-8156

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Abstract

The paper examined the influence of digital marketing and e-commerce on marketing performance and sustainability of the small and medium enterprises (SMEs). This research is quantitative research using a questionnaire approach method. Quantitative research is a research method based on the philosophy of positivism, used to research certain populations or samples, collecting data using research instruments, quantitative or statistical data analysis, with the aim of testing predetermined hypotheses. The sampling technique in this research is non-probability sampling. The respondents of this research were 580 SME owners in Indonesia. Research data was obtained by distributing online questionnaires via social media. The questionnaire was designed using a Likert scale from 1 to 7 and the analysis of research data used structural equation modeling (SEM). Based on the research results, it is concluded that digital marketing had a positive and significant relationship to marketing performance, E-Commerce had a positive and significant relationship with marketing performance, Digital marketing had a positive and significant relationship with business sustainability. In SMEs, E-Commerce had a positive and significant relationship with business sustainability in SMEs.

Item Type: Journal Article
Keywords: e-commerce; digital marketing adoption; financial sustainability performance SMEs
Subjects: 10 TECHNOLOGY > 1099 Other Technology > 109999 Technology not elsewhere classified
14 ECONOMICS > 1402 Applied Economics > 140207 Financial Economics
14 ECONOMICS > 1402 Applied Economics > 140213 Public Economics- Public Choice
15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1501 Accounting, Auditing and Accountability > 150103 Financial Accounting
15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1503 Business and Management > 150304 Entrepreneurship
15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1503 Business and Management > 150314 Small Business Management
Divisions: Faculty of Economics > Department of Accounting
Depositing User: sri andriani
Date Deposited: 17 Nov 2023 14:40

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