Analisis Efektifitas Implementasi Digital Marketing Dalam Meningkatkan Kinerja Pemasaran UMKM Binaan Links USU

Abstract

Marketing performance is a measure of the overall performance and activities of the marketing process of a company. Marketing performance can also be seen as a concept used for a product produced by a company. Many factors affect marketing performance including digital marketing, digital marketing is the application of digital technology that forms online channels to the market (websites, e-mail, databases, digital TV and through various other latest innovations including blogs, feeds, podcasts, and social networks) that contribute to marketing activities, which aim to gain profits and retain consumers, through efforts to recognize the importance of digital technology and develop a planned approach to increase consumer awareness, and then convey the message through integrated and focused online-based communication and service activities to meet specific customer needs. This research is a correlational descriptive analysis research with a quantitative research approach. This method aims to examine the extent to which variations in one factor are related to variations in other factors (Rakhmat, 2004). The Correlation Method aims to analyze the effectiveness of digital marketing implementation on MSME marketing performance at LINKS USU. The research population is all Small and Medium Enterprises in the city of Medan cluster fostered by the Institute for Innovation and Business Technology Incubation of the University of North Sumatra who have used digital marketing technology in the past year. The results of research and data analysis show that search engine marketing has a very strong relationship with digital marketing. Online advertising has a strong relationship with digital marketing. Social media marketing has a very strong relationship with digital marketing. Email marketing has a very strong relationship with digital marketing. Digital marketing correlates directly, positively and significantly to marketing performance. Effectiveness has a direct, positive and significant relationship to marketing performance. This is indicated by the values p = 0.000 and R-Square = 0.344. In other words, digital marketing and effectiveness are simultaneously correlated with the marketing performance of MSMEs. It is suggested that LINKS USU form a special team in the field of digital marketing that serves as a facilitator for its fostered MSMEs.