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Determinants of SME’s Business Performance: The Role of Digital Marketing and Online Consumer Behavior


Penentu Kinerja Bisnis UKM: Peran Pemasaran Digital dan Perilaku Pelanggan Online

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DOI:

https://doi.org/10.21070/ups.1108

Keywords:

Digital Marketing, Firm Performance, Behaviour

Abstract

The Covid 19 pandemic and the development of digital technology and the internet have changed the way business is digitally based, so that many marketing activities have also turned to digital. This study aims to explain the implementation of Digital Marketing and online consumer behavior on MSME business performance. This research was conducted on SMEs in Surabaya. The sample used is 169 SMEs with a purposive sampling approach, namely SMEs that have used Digital Marketing. The analysis tool used is SmartPLS. The results of this study indicate that digital marketing has a significant effect on online consumer behavior, digital marketing has a significant effect on business performance, and online consumer behavior has a significant effect on business performance as well as online consumer behavior mediates the relationship between digital marketing and MSME business performance.

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