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The Impact of Digital Marketing Adoption on Sustainable Growth Mediated by Firm Performance: An Empirical Study of SMEs

Indra Ava Dianta Universitas Sains dan Teknologi Komputer https://orcid.org/0000-0002-9605-2360 Herty Ramayanti Sinaga Universitas Sains dan Teknologi Komputer https://orcid.org/0009-0000-5758-9512 Jentoro Wicaksono Universitas Sains dan Teknologi Komputer https://orcid.org/0009-0009-6466-8898 Edwin Zusrony Universitas Sains dan Teknologi Komputer https://orcid.org/0000-0002-7298-3283 DOI: https://doi.org/10.37034/infeb.v7i4.1287 Keywords: Digital Marketing Adoption, Sustainable Growth, Firm Performance, SMEs, Salatiga Abstract MSMEs embrace the strategy of sustainable growth through firm performance by adopting digital marketing after the Covid-19 pandemic. The purpose of this study is to explain the direct effect of the adoption of digital marketing on the sustainable growth mediated by firm performance of MSMEs. The population in this study was all MSMEs operating in Salatiga City. The sample and limiting samples were 100 respondents who used a purposive sampling method. The data was collected using a questionnaire with a Likert scale. The data was analyzed using covSEM-PLS and the data was processed using the SmartPLS application Version 4.1.1.2. The conclusion of the study is that the variables of adoption of digital marketing have a direct influence on sustainable growth in MSMEs. Firm performance is able to mediate the effect of the variables of adoption of digital marketing on sustainable growth in MSMEs. Downloads Download data is not yet available. References Donthu, N., & Gustafsson, A. (2020, September 1). Effects of COVID-19 on Business and Research. Journal of Business Research. Elsevier Inc. DOI: https://doi.org/10.1016/j.jbusres.2020.06.008 . Gao, J., Siddik, A. B., Khawar Abbas, S., Hamayun, M., Masukujjaman, M., & Alam, S. S. (2023). Impact of E-Commerce and Digital Marketing Adoption on the Financial and Sustainability Performance of MSMEs during the COVID-19 Pandemic: An Empirical Study. Sustainability (Switzerland), 15(2). 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The Impact of Digital Marketing Adoption on Sustainable Growth Mediated by Firm Performance: An Empirical Study of SMEs. Jurnal Informatika Ekonomi Bisnis, 7(4), 811-815. https://doi.org/10.37034/infeb.v7i4.1287 ACM ACS APA ABNT Chicago Harvard IEEE MLA Turabian Vancouver Download Citation Endnote/Zotero/Mendeley (RIS) BibTeX This work is licensed under a Creative Commons Attribution 4.0 International License.

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