| dc.description.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. | en_US |
