Abstract
This research aims to analyze the relationship between digital marketing on quality service, digital marketing on sales performance, quality service on sales performance, and digital marketing on Sales performance through quality service. The research methodology is a quantitative method and divided into research design and research subjects, data collection methods, and analysis methods. The study is conducted on 125 small and medium (SMEs) in Banten, Indonesia in the digital region. The study uses primary data based on the results of distributing online questionnaires to 125 managers of SMEs in Banten who were selected by simple random sampling. The questionnaire was designed online, and each question/statement item was given five answer options, namely: strongly agree (SS) score 5, agree (S) score 4, neutral / doubt (N) score 3, disagree (TS) score 2, and strongly disagree (STS) score 1. The method for processing data is by using PLS and using SmartPLS version 3.0 software. Based on data analysis by SmartPLS, digital marketing has a significant effect on quality service, digital marketing has a significant effect on sales performance, quality service has a significant effect on sales performance, and digital marketing significantly affects sales performance through quality service in the digital era.
Highlights
In the era of the industrial revolution 4.0 and the digital era, the level of development of information technology is growing rapidly
This research aims to analyze the relationship between digital marketing on quality service, digital marketing on sales performance, quality service on sales performance, and digital marketing on Sales performance through quality service
Customers do not need to come to the store first to find out information on the products offered, because this information can already be seen on various social media platforms used by MSMEs as promotional media
Summary
In the era of the industrial revolution 4.0 and the digital era, the level of development of information technology is growing rapidly. According to Aggarwal et al (2021); Alzaam et al (2021) and Amri et al (2021), SMEs have a contribution of 60.3% of Indonesia's total gross domestic product (GDP). Digital Marketing is a medium marketing that is currently in great demand by the community to support various activities performed. According to Kartika et al (2020) with digital marketing communications and transactions can be done any time / real time and can be global or global. With the number of chat-based social media users increasing day by day, open opportunities for SMEs to develop their market deep smartphone grip. Surveys conducted throughout 2021 found that 132.7 million people in Indonesia are connected to the internet. The total population of Indonesia is 256.2 million people
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