Pengaruh Pemasaran Digital Terhadap Prestasi Usahawan Perusahaan Kecil dan Sederhana
Keywords:
Pemasaran digital, media digital, promosi, prestasi perniagaan, usahawan PKS.Abstract
The availability of internet technology enabling various marketing methods to be done digitally. Entrepreneurs are encouraged to use this mediums optimally to achieve more aggressive and inovastive business quality. Specifically, this study aims to look at the digital media phenomenon which is seen as increasingly powerful as information and marketing channel agent as well as to test the impact of its usage on entrepreneurial performance. This study will consider the aspect of powerful digital marketing in the development of business performance among Small and Medium Enterprises (SMEs). A quantitative approach based on cross sectional design is iapplied in this study. The questionnaire form as a research instrument is based on the domains in the identified variables. The sample consists of 300 SME entrepreneurs aged between 18 to 55 years old who run businesses around Klang Valley. The data was analyzed using SPSS software (Satistical Package for Social Sciences) and Smart PLS. The results reveal that the business purpose, product advertising, marketing benefits and product reputation have significant relationship with the business performance of SME entrepreneurs. The results of the structural equation modeling analysis showed that the powerful of digital marketing significantly influenced business performance. This explains that the dimensions, which measure the digital marketing, affect the business performance positively and thus help the business development towards a more effective system.
ABSTRAK
Kemudahan teknologi Internet membolehkan pelbagai kaedah pemasaran dilakukan secara digital. Para usahawan digalakkan menggunakan kemudahan ini secara optimum bagi mencapai mutu perniagaan yang lebih agresif dan inovastif. Secara spesifik, kertas kerja ini bertujuan untuk meninjau fenomena media digital yang dilihat semakin berkuasa sebagai agen saluran maklumat dan pemasaran seterusnya menguji kesan penggunaannya terhadap prestasi perniagaan. Perkara ini perlu diperhalusi dengan mengambil kira aspek kuasa pemasaran digital terhadap perkembangan prestasi perniagaan usahawan Perusahaan Kecil dan Sederhana (PKS). Pendekatan kuantitatif berasaskan tinjauan bersemuka telah digunakan dalam kajian ini. Borang soal selidik sebagai instrumen kajian dibentuk berdasarkan kepada domain-domain dalam pemboleh ubah yang telah dikenal pasti. Sampel kajian terdiri daripada 300 usahawan PKS yang berumur 18 hingga 55 tahun yang menjalankan perniagaan di sekitar Lembah Klang. Data dianalisis dengan menggunakan perisian SPSS (Satistical Package for Social Sciences) dan Smart PLS. Hasil kajian menunjukkan bahawa tujuan penggunaan, periklanan produk, faedah pemasaran dan reputasi produk mempunyai hubungan yang signifikan dengan prestasi perniagaan usahawan PKS. Hasil analisis pemodelan persamaan berstruktur pula menunjukkan kuasa pemasaran mempengaruhi prestasi perniagaan secara signifikan. Ini menjelaskan bahawa dimensi-dimensi yang mengukur pemasaran digital ini mempengaruhi prestasi perniagaan secara positif dan membantu perkembangan perniagaan ke arah sistem yang lebih efektif.
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