STRATEGI PEMASARAN BERBASIS DIGITAL TERHADAP KEBERLANJUTAN BISNIS MELALUI KINERJA MARKETING SEBAGAI VARIABEL MEDIASI PADA USAHA OLEH – OLEH KHAS KABUPATEN MERANGIN

Fransisca, Dinda and Adriani, Zulfina and Dahmiri, Dahmiri (2025) STRATEGI PEMASARAN BERBASIS DIGITAL TERHADAP KEBERLANJUTAN BISNIS MELALUI KINERJA MARKETING SEBAGAI VARIABEL MEDIASI PADA USAHA OLEH – OLEH KHAS KABUPATEN MERANGIN. S2 thesis, Universitas Jambi.

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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 marketing on marketing performance in the souvenir businesses of Merangin Regency. It also aims to assess the effect of digital marketing on 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 marketing on 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 marketing has a significant effect on marketing performance in these souvenir businesses. Additionally, digital marketing significantly 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 marketing and business sustainability in the souvenir businesses of Merangin Regency.

Type:	Thesis (S2)
Subjects:	H Social Sciences > HB Economic Theory
Divisions:	Pascasarjana > Manajemen
Depositing User:	Dinda Fransisca
Date Deposited:	24 Jun 2025 06:35
Last Modified:	24 Jun 2025 06:35
URI:	https://repository.unja.ac.id/id/eprint/80271

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