The Influence of Marketing Knowledge Management on Business Performance Mediated by Digital Marketing

KgsAngga Pratama, Marno Nugroho, Marno Nugroho

Abstract


This study aims to analyze the influence of Marketing Knowledge Management on Business Performance, mediated by Digital Marketing, among Muslim fashion SMEs in Semarang City. The research background is based on the importance of marketing knowledge management in the digital era to enhance business performance, especially in the SME sector which plays a vital role in the economy. This research employs a quantitative method with a survey approach. The study population consists of all Muslim fashion SMEs in Semarang City. Data were collected through questionnaires distributed to SME owners or managers. Data analysis was performed using AMOS – Structural Equation Modeling (AMOS-SEM) to test the proposed hypotheses. The results are expected to indicate that Marketing Knowledge Management has a positive and significant impact on Business Performance, both directly and indirectly through the mediation of Digital Marketing. These findings will provide practical implications for Muslim fashion SME actors in Semarang to further optimize their marketing knowledge management strategies and digital marketing utilization to achieve better business performance.


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