Digital marketing strategy and business sustainability: the mediating role of marketing performance among MSMEs in Merangin Regency
Abstract
This study is titled 'Digital Marketing Strategies for Business Sustainability through Marketing Performance as a Mediating Variable in Souvenir Businesses of Merangin Regency.' The aim of this research is to examine the impact of Digital Marketingon marketing performance in the souvenir businesses of Merangin Regency. It also aims to assess the effect of Digital Marketingon business sustainability in these souvenir businesses. Furthermore, the study investigates how marketing performance influences business sustainability in the souvenir businesses of Merangin Regency. Lastly, it tests the influence of Digital Marketingon business sustainability, mediated by marketing performance, in these souvenir businesses. The research employs a quantitative descriptive analysis method with a verificative analysis approach using SMART PLS. A total of 65 respondents from the souvenir businesses of Merangin Regency participated in the study. The results indicate that Digital Marketinghas a significant effect on marketing performance in these souvenir businesses. Additionally, Digital Marketingsignificantly impacts business sustainability in the souvenir businesses of Merangin Regency. Marketing performance also has a significant influence on business sustainability in these businesses. Moreover, marketing performance effectively mediates the relationship between Digital Marketingand business sustainability in the souvenir businesses of Merangin Regency
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Authors
Copyright (c) 2025 Dinda Fransisca , Zulfina Adriani , Dahmiri; M Nasrullah
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