Anak Agung Gde Bagus Udayana, Andi Siti Fatmawaty, Yogi Makbul, Enni Soerjati Priowirjanto, Luh Seri Ani, Edy Siswanto, Wilda Susanti, Sri Andriani
The paper examined the influence of digital marketing and e-commerce on marketing performance and sustainability of the small and medium enterprises (SMEs). This research is quantitative research using a questionnaire approach method. Quantitative research is a research method based on the philosophy of positivism, used to research certain populations or samples, collecting data using research instruments, quantitative or statistical data analysis, with the aim of testing predetermined hypotheses. The sampling technique in this research is non-probability sampling. The respondents of this research were 580 SME owners in Indonesia. Research data was obtained by distributing online questionnaires via social media. The questionnaire was designed using a Likert scale from 1 to 7 and the analysis of research data used structural equation modeling (SEM). Based on the research results, it is concluded that digital marketing had a positive and significant relationship to marketing performance, E-Commerce had a positive and significant relationship with marketing performance, Digital marketing had a positive and significant relationship with business sustainability. In SMEs, E-Commerce had a positive and significant relationship with business sustainability in SMEs. © 2024 by the authors; licensee Growing Science, Canada.
Institut Seni Indonesia Denpasar, Denpasar, Indonesia; Universitas Islam Makassar, kota Makassar, Indonesia; School Architecture Planning and Policy Development, Bandung Institute of Technology, Bandung, Indonesia; Universitas Padjadjaran (UNPAD), Bandung, Indonesia; Faculty of Medicine, Universitas Udayana, Bali, Denpasar, Indonesia; Universitas Negeri Semarang, Indonesia; Institut Bisnis dan Teknologi Pelita Indonesia, Pekanbaru, Indonesia; Universitas Islam Negeri Malang, Malang, Indonesia
