Abstract
Today's marketing activities have employed information technology to overcome the challenges of marketing sustainability in getting more resources and meeting greater expectations for building lasting relationships with customers. The ability in e-marketing represents business organizations competence in the use of the internet and other information technology to be able to facilitate effective and efficient interactions with customers. One of the marketing developments is e-Marketing capability. Information technology helps business organizations to be able to carry out online marketing capabilities. Various organizational capabilities in managing electronic-based marketing are based on knowledge sharing by business organizations to improve marketing performance. The purpose of this research is to see the extent of knowledge sharing and e-Marketing capability effect on marketing performance. This research used explanatory with a quantitative approach. The respondents are the students who have products that are marketed in business incubators. The questionnaire was given to 101 respondents with a sampling technique of purposive sampling. The results of the study show that knowledge sharing cannot influence e-Marketing capability, knowledge sharing can influence marketing performance, and e-Marketing capability cannot influence marketing performance.
Highlights
1.1 Research BackgroundSeveral studies describe that business organizations can increase sales and activities to customers through information technology into marketing practices by business organizations to encourage effective interaction with customers (Prayogo & Kusumawardhani, 2016; Salo, 2017)
The more innovative and responsive products are by market demand, it will have an impact on demand so that purchases occur and it can be said that marketing performance is running well, but the results show that it does not influence marketing performance
Knowledge sharing as a process to provide information through a business seminar forum and business training to plant ideas to students so as to produce innovative products and quickly respond to market changes and market demand, but the results of the study show that e-Marketing capability as a variety of marketing capabilities information technology cannot be influenced by knowledge sharing because the knowledge provided is not on target so that it impedes online marketing
Summary
Several studies describe that business organizations can increase sales and activities to customers through information technology into marketing practices by business organizations to encourage effective interaction with customers (Prayogo & Kusumawardhani, 2016; Salo, 2017). The ability in emarketing represents business organizations competence in the use of the internet and other information technology to be able to facilitate effective and efficient interactions with customers. This interaction provides customers with simultaneous access to business organization resources and information (Chuang, 2016). By providing connections that are close to business organization processes, e-Marketing provides customers with direct access to business organization
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